Essays on A Marketing Plan for Filet-o-Fish Case Study

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The paper "A Marketing Plan for Filet-o-Fish" is a good example of a marketing case study. This is a marketing plan for filet-o-fish one of the snack foods offered in current New Zealand’ s fast food shops. Snack food is a small portion of food that is eaten between meals. Snacks normally include all types of food quantities and spices. Filet-o-fish snack is a fish sandwich now being sold by international fast food shops such as Mc Donald’ s (Broad, 2009). This kind of snack came into existence in 1962, but it has undergone a gradual change in response to the taste and preferences of the consumers.

This has been coupled with the supply inadequacies until it has been modified to be different from the original. However, the ingredients have remained the same over the years (Sharkey et al. 2011). Nowadays, Filet-o-fish snack can be prepared in four forms; we have the pasteurized cheese, tartar sauce, the fried fish filet patty and the steamed bun. The fish snacks are liked by the New Zealanders very much because of their taste and their nutritious value (Rodriguez, 2010). As from the year 2013, filet-o-fish snack was again modified and looked new to the consumers.

Nowadays, this snack contains battered, fried fish patty, and it is mostly made from Pollock (Sharkey et al. 2011). The McDonald’ s stores one of the major fast-food firms that operate in New Zealand and the rest of the world use half of a slice of cheese in every filet-o-fish sandwich. This snack has become a popular product with people who do not eat meat-based products or who have dietary restrictions with meat-based food (Broad, 2009).

For examples, the Muslims consider sandwiched fish like this one in the filet-o-fish to be halal even without special preparation as per the dictates of the Islamic doctrines. Most hotels and restaurants now offer these snacks to their customers, and the customers are now liking the products because they can easily be taken away in packages and even eaten while travelling. This kind of food is usually inexpensive and can be served to many customers within the shortest time possible (Smith, Gray, Fleming, & Parnell, 2014). This is because the customers just pick and go in packaged form. Therefore, the new variety of this snack has made the demand for the fish in New Zealand to rise because most customers now prefer to buy filet-o-fish other than other snacks.

The new filet-o-fish is sourced for its succulent and fresh flavor and moist texture. It has white flesh and great taste. The old fish snacks include the plain fried fish, the mixture of tomatoes, spice and boiled fish (Smith et al. 2014). Other popular forms of snacks found in New Zealand include fries, burgers, pizza, kebabs, fried chicken, beverages, milk, chips, seafood and many more.

There is a whole range of fast foods found in this great nation (Sharkey et al. 2011). The available snacks range from green vegetables, animal products, and seafood (Smith, Gray, Fleming, & Parnell, 2014). Market analysis The micro-environment factors for the filet-o-fish in New Zealand are that the Main seller of this product McDonald’ s has superb established marketing channels. The snacks are sold in the main stores where other commodities are stocked (Smith et al. 2014).

As discussed earlier, the invention of the new filet-o-fish is 2013 just a year ago, but as per now the product has already gained fame and many customers are going for it. One of the factors that have enhanced this is the already developed distribution channels which McDonald’ s use to distribute other foods (Van der Horst, Brunner & Siegrist, 2011). Another factor is that customers are used to old fish stuff. When they tested the new product, it tasted better than the old types. Therefore, they shifted their demand from the old fish snack types to this new one.

This means that this new fish snack has a ready market because many customers want to try this new stuff. In connection to this, few firms apart from McDonald’ s now store this filet-o-fish. This means that the supply of this snack only depends on the McDonald's and other few stores (Smith et al. 2014). Another micro-environment that affects the market of this new snack is that New Zealand has numerous sources of raw fish because it has a long coastline of about 14,000 km which borders the seas.

Thus, most people do fishing as their main occupation. In addition, New Zealand has many freshwater rivers and lakes where more fish are sourced (Van der Horst, Brunner & Siegrist, 2011). The wide sources of fish assure the firms of the steady supply of fish hence the filet-o-fish snack would be on supply for many years.


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