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Yorktown Technologies

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Submitted By fkey2002
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YORKTOWN TECHNOLOGIES
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1. How would one generally characterize Yorktown Technologies? Describe its strengths, weaknesses, constraints, and performance. I describe them as a company that is marketing a new product called Glowfish in the wholesale/retail fish industry. Its fish are fluorescent in the dark. Some of the strengths is somehow they can raise money, they are a first to create and market something in their industry. They own part of the intellectual properties in this field. Some of the weaknesses and contraints are the licensing requirements to sell modified fish to the public. Some states like California feel they could cause a health risk to people and refuse licensing. Some people think the fish should be natural and retailers don’t believe in selling modified fish. Another problem was to educate retailers to display the fish under optimal lighting and aquarium conditions that would showcase the fish.

2. Describe the marketing environment faced by Yorktown Technologies? Consider the consumer market, the channel infrastructure, and the competition. I believe it will be a tough challenge for Yorktown Technologies to overcome their current situations. Blakes projections were sales of four million in 2004 and they ended up at $500,000. They actually ended up with a $120,000 loss in 2004. I feel investors will only wait so long for a profit before they pull the plug. There is some competition in the international market with flourenscent fish. Its hard to get the retailers to properly showcase the Glowfish to consumers. In 2011 Walmart sales well in sales of $300 billion in the U.S. is also the leading retailer of freshwater ornamental fish in the U.S.

3. What are Blake’s alternatives? Please provide the pros and cons of each. To market the Glofish product line through the internet directly to consumers. Blake noted that tropical

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