CLEARWATER SEAFOODS’ POSITIONING IN A COMMODITY MARKET
The largest fish product gatherer, processor, and distributor in North America is Clearwater Seafoods.As will be detailed later, the company's A-class positioning explains its success.
Top-notch fish products: The business has made significant investments in fish product-specific harvesting, processing, and quality-enhancing technologies. In 2015, it invested in new processing and storage facilities and created novel processing methods that allowed it to process its sea catch offshore, as opposed to onshore, like most of its rivals. This guaranteed a steady supply of high-quality goods, giving them an advantage in the market. A good example is the invention of a system through which lobster meat was removed from a lobster without cooking it.
Marketing strategies: Most of the industry sells its products through brokers at several levels. Clearwater’s marketing strategy involves selling its processed products directly to retailers and restaurants thus selling its products’ value added advantages. As a result, the firm enjoys premium prices based on its products’ taste, quality, eating experience and value. Their physical contact with end-users enables them to understand buyers’ requirements. The strategy here is creating relationships with your customers that can earn a firm a marketing advantage.
Variety product lines: The firm understands that customers have different tastes and preferences. They have a variety of products where a customer can choose from. They sell processed scallops, lobsters, clams, shrimps, crab, groundfish and much other thus offering variety to consumers. An advantage here is enabling customers to make their choice (i.e. availability of variety under one roof).
The firm’s global presence: Clearwater is popular of its distinctive vertical and horizontal structure. Vertical in the sense that it is integrated from the vessel to the wholesaler, and horizontal given the number of product lines it offers. Its global presence creates a picture of a big firm that can survive global competition by providing competitive products based on quality.
Clearwater’s focus on sustainability: The firm has invested in scientific research to lower its costs e.g. innovation of systems that give the geographic location of marine animals. This reduces travel costs and emissions from the vessel, which is an environmental benefit.
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