Preview

Calgene Inc.: Marketing

Good Essays
Open Document
Open Document
1258 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Calgene Inc.: Marketing
1. Do a traditional SWOT analysis (strengths, weaknesses, opportunities, and threats) of Calgene's situation in the spring of 1995.

Strengths
• R&D abilities in bioengineering technology
• Competitive advantages in bioengineered product licenses and regulatory agency approval to market tomato (and other bioengineered products)
• Competitive advantages in already test marketing "MacGregor's Tomatoes"
• Competitive advantage of being "closer" to mass marketing its tomato
• Success of industrial and edible oils and cotton seed divisions
• Bioengineering licensing agreements
• New "soft picking, packing, and shipping" methods
• Operating plants with new "soft" picking, packing, and shipping systems Weaknesses
• High costs associated with operating "soft" p/p/s systems
• Management inexperience with "commercializing" products developed by R&D
• Bioengineering technology base may already be outdated
• Questionable knowledge base about acceptability of bioengineered products
• Question of whether "taste tests" of MacGregor's Tomato ever happened
• Still unproven ability to mass market a consumer product
• No established relationships with "resellers" in fresh tomato market

Threats
• Customer acceptance or lack of acceptance of bioengineered fresh consumable products
• High operating costs associated with "soft" p/p/s process may require "premium" pricing at point of sale
• Perceived advantages of "MacGregor's Tomato" does not occur at either reseller or consumer level
• Competitor tomato "Endless Summer" based on new technology may have superior product features
• Threatened boycott of bioengineered products like "Chefs" example

Opportunities
• First into new markets generally establish lion's share of market
• Size of market for fresh tomatoes is huge; even a small market share could mean large revenues for Calgene
• Loads of theoretical opportunities for additional bioengineered fresh produce—i.e., corn, etc.
• Two other divisions

You May Also Find These Documents Helpful

  • Powerful Essays

    Sorrell Ridge

    • 1414 Words
    • 6 Pages

    Contemporary Marketing Channels Assignment 3. Sorrelle Ridge: Slotting Allowances a. What are Sorrell Ridge's sources of negotiating power and weaknesses? What about Bromar’s? Sorrell Ridge’s power: Sorrel Ridge was the first manufacturer that provides all-­‐ fruit products over sugared jams, giving SR first-­‐entry advantages.…

    • 1414 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Cadman Food Processors

    • 3980 Words
    • 16 Pages

    The decision that Mr. Gordon and Cadman Foods faces is one that can be clearly solved when the situation it faces is broken down to the core and certain fundamentals are clearly understood. To make the analysis more palatable, it is important that two key elements are understood. The first is that the contribution margin must equal the difference between the selling price and the variable cost price not including the cost of tomato’s, and secondly the cost of the tomato crop is a sunk cost regardless of whether the cost is an average or a ratio based on quality. If any of the crop is not used, or if the costs of tomatoes was applied prior to optimizing production, not all the costs are captured in the analysis. This was one of the findings of our analysis and a key omission made by both Bill Cooper’s and Charles Myers strategies.…

    • 3980 Words
    • 16 Pages
    Powerful Essays
  • Powerful Essays

    Monsanto Harvest with Fear

    • 5210 Words
    • 21 Pages

    James, C. (2005). Global Status of Commercialized Biotech/GM Crops: 2005. ISAAA Briefs No. 34. Ithaca, NY: International Service for the Acquisition of Agri-biotech Applications.…

    • 5210 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    In Saletan’s work we read that “the USDA’s catalog of recently engineered plants shows plenty of worthwhile GMO options, (yet people still oppose these brilliant plant modifications). The list of potential GMOs includes drought-tolerant corn, virus-resistant plums, non-browning apples (you will soon have access to this GMO), potatoes with fewer natural toxins, and soybeans that produce less…

    • 760 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    FINAL MARKETING

    • 245 Words
    • 1 Page

    1. Please provide a thorough SWOT analysis with detailed and logical reasoning for each item of the SWOT you have identified.…

    • 245 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Manipulating the genetic make-up of a plant so that it is less expensive is, perhaps, good for the farmer and the consumer. Once it becomes more prevalent, however, what if companies decide to create cows and chickens in science labs, or humans for that matter?…

    • 496 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    as a healthy, safe, and nutritious tomato. In contrast, this isn’t a realistic example of how GMOs…

    • 1448 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    This assignment will prepare you for the Final Paper by initiating the research process and helping you map out specific events and developments which you will explore in depth in your paper. Review the instructions for the Final Paper laid out in Week Five of the online course or the Components of Course Evaluation section of the Course Guide before beginning this project. Note, that for the Final Paper you will need to discuss at least six specific events or developments related to your chosen topic…

    • 1335 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    Miss

    • 8881 Words
    • 29 Pages

    Ensuring that the crops are safe for ingesting is an important portion of the demand aspect of supply and demand laws. Consumers will be more inclined to be purchase a particular item if they are believed to be properly tested and have passed the strenuous scrutiny of the FDA. In addition, in companies where biotechnology is utilized to cross breed genes where that would otherwise not occur naturally, these experiments are completed by experienced scientists. For consumers, this appears to be a double comforting factor. The Environmental Protection Agency also plays a role in the regulation and legislation of genetically modified organisms.…

    • 8881 Words
    • 29 Pages
    Powerful Essays
  • Better Essays

    Gene One

    • 1558 Words
    • 7 Pages

    In 1996, Gene One entered the biotech industry with groundbreaking gene technology that eradicated disease in tomatoes and potatoes (UoP). As a result, farmers no longer needed to use pesticides when growing these plants and consumers were pleased to buy homegrown products untainted by chemicals (UoP). The win-win situation helped Gene One grow to a $400 million company in just eight short years (UoP). With sharply rising stock prices and intensifying interest and confidence in the biotechnology sector the time was right for Gene One to consider going public (UoP).…

    • 1558 Words
    • 7 Pages
    Better Essays
  • Satisfactory Essays

    Gilt Groupe

    • 12596 Words
    • 51 Pages

    • Make sure to not neglect the issues we’ve talked about in class…especially for your SWOT analysis. Are there research issues? Environmental issues?…

    • 12596 Words
    • 51 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Ethics

    • 403 Words
    • 2 Pages

    Given a continuous scanning of one's actual and potential environments (internal, external, and interfaces), analyze a case describing a business about to expand or contract in its market by preparing a SWOT document that collectively analyzes the effect of the proposed expansion or contraction on the company's profitability and that recommends a course of action based on your analysis.…

    • 403 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    The genetic modification of crops began in the 1980s and has been growing in popularity ever since. In 1994, researchers successfully genetically modified tomatoes for human consumption. The genetic modification involved deleting a gene which produced the enzyme polygalacturonase which helps in fruit softening. This meant that the tomatoes could ripen on the vine but not spoil by the time they reached the store (“Tomatoes”). Tomatoes are no longer genetically modified, but are instead made to postpone ripening when the green tomato is picked; they are then taken to a…

    • 2383 Words
    • 10 Pages
    Better Essays
  • Powerful Essays

    Whale Printing Case Study

    • 1314 Words
    • 6 Pages

    This case study is located in the Assignment Section of your Blackboard. You are to analyze:…

    • 1314 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    Business Action Plan

    • 520 Words
    • 3 Pages

    A SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) which will include all aspects of the territory, e.g. sales and activities, strengths and weaknesses of key client relationships, the competition and possible new competitions. All factors, both positive and negative should be taken into account. The SWOT analysis will help me to find out the key elements for future success in this territory.…

    • 520 Words
    • 3 Pages
    Satisfactory Essays

Related Topics