Aquabounty Business Level Strategy

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Lesson #1
The first lesson involves business level strategy and the industry environment. Fragmented industries are industries in which a individual company does not have a large enough market share to influence the industry’s direction. Some examples of fragmented industries include chaining, franchising and horizontal mergers. Industries which have passed both the emerging and the growth phases of industry growth are known as mature industries, they are found to be highly interdependent and successful in competing closely with competitors. The industry could experience a decline causing companies to create newer price and product strategies to compete in the industry without negatively affecting demand. Strategies to reconcile declining demand must be implemented through better leadership techniques, targeting niche markets, harvesting profits from mature products, and reducing overall debt obligations through divestment. Aquabounty Technologies must increase productivity in premium segments of the industry while still developing safe and sustainable methods of current operations that reduce cost of goods sold and limit the impact of the industry on the environment. Aquabounty’s misson is to play a sigficant part in the Blue Revolution by bringing together biological sciences and molecular technology to help support production of high quality seafood.In turn, targeting premium segments of the industry will avoid time and costs associated with manufacturing, sales and distribution since the company will have more focus towards profitable market segments to compete with other companies. By reducing overhead costs, Aquabounty will have more financial leverage to invest in research and development initiatives and compete with close competition in the future.
Lesson #2
For our second lesson, we found that Aquabounty Technologies has a significant competitive advantage through value creation. Aquabounty’s main product program, AquaAdvantage Salmon allows salmon breeding to produce more salmon with less feed, in half the time of conventional salmon and eliminates the threat of disease transfer from wild and farm fish. Threats of disease transfer are eliminated since these salmon cannot escape or reproduce and will be bred in sterile land based facilities away from the
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