Adinah Wieder
Davenport University
Marketing 610
Professor Dr. Susan Glover
April 3, 2011
Case Recap
In November 2001, Yorktown Technologies was founded by Alan Blake and Richard Crockett. Their goal was to market a applied science that produced genetically engineered, fluorescent tilt, for ornamental purposes (Kerin & Peterson, 2010). The GloFish, as it is commercially known, was intend to revolutionize the tropical fish industry, and provide fish aficionados with in so far another variety of freshwater zebra fish. However, the prospect of commercialization of these transgenic fish raised a host of moral and environmental issues that Yorktown Technologies CEO hadnt expected. While the technology seemed promising, company revenues were let down and below expectancy. This case study will provide a summary and analysis of Yorktown Technologies, as well as, an interrogation into the companys strengths, weaknesses, threats and opportunities.
Problem Identification
The scientific community has endlessly been plagued by mistrust whenever issues involving genetics are concerned. People suffer very uncomfortable when they perceive man tampering with personality and/or creation. Yorktown Technologies GloFish venture was no different.
Although, Yorktown Technologies blood plan centered on the trade of a biotech technology involving fish, it nonetheless provoked censure from some scientific and creature rights communities. The company also encountered difficulties from several regulating factions of a material body of Fish and Game Commissions. With disappointing revenues in 2004, Yorktown Technologies marketing position was tenuous and in need of revamping.
Case Analysis
In the United States, the sale of freshwater ornamental fish and link products is an industry worth over 700 million dollars annually (Kerin & Peterson). The sight of the sales are via the three major retail image pet stores: Wal-mart,...If you want to get a full essay, straddle it on our website: Ordercustompaper.com
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