glofish case - A. SWOT analysis. Strengths: Large...

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A. SWOT analysis. Strengths: Large publicity : From the start, the media buzz spread like wild fire. Croswell stated that he had never experienced so much free publicity for a new product. He estimated that the number of media impressions in the first two months after the story broke was in excess of 500,000,000 worldwide. Strong patient : The agreement with the National University of Singapore landed the company to have exclusive rights to all fluorescent ornamental fish. The rights would provide the company with an effective barrier to entry against potential competitors. Favorable access to distribution networks : Partnerships with the largest distributor/farms 5-D tropic and Segrest farms Good acceptance among customers: The Company only received a few negative comments in 2004 through its Web site, and there were no reports of a protest or any other tangible sign of public concern from the retailers that carried the fish.
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This note was uploaded on 12/15/2010 for the course MKG 503 taught by Professor Sibol during the Spring '08 term at University of South Florida - Tampa.

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glofish case - A. SWOT analysis. Strengths: Large...

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