Executive Summary
A thorough examination of Azalea Seafood Gumbo Shoppe was done to provide a strategic plan that will enable Azalea to maintain long-term growth and a sustainable competitive advantage. For Azalea to succeed, they need to consider valuable options presented in the following report. Included in the analysis is the following information that comprises the complete proposal:
? Analysis of the current market
? Analysis of forces that drive the industry
? Description of Azalea's strengths and weaknesses
? An identification of the opportunities and threats that face Azalea Seafood Gumbo Shoppe
? Analysis and proposal of possible options for Azalea Seafood Gumbo Shoppe
Azalea Seafood Gumbo Shoppe and the Value-Added Seafood Industry
Azalea Seafood Gumbo Shoppe was established in Mobile, Alabama in 1971. The company changed hands once before Mike Rathle, John Addison, and Bill Sibley (who would soon sell his part of the company to Mike and John) took over ownership. Mike and John had to move the business due to lease issues and the since the new location was too isolated to support retail sales, they would have to focus on commercial accounts for future business. They now had a clear vision of where Azalea was headed. The facility enabled eight-ton-per-day production capacity. It wasn't long before Azalea was producing more than 45 tons of gumbo and other seafood products each month. Their products were sold in many local restaurants, supermarkets such as Wal-Mart, and other types of food retailers.
Driving forces in the industry (Appendix C) are evolving as the Value-Added Seafood Industry begins to looks more and more profitable. Azalea has dealt well with their uncertainty and is well a ...