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Citation

Martin F & Anderson J (1997) Scotprime Seafoods Limited (A) - Case Study Reference No. 397-035-1. Bedford, UK: European Case Clearing House at Cranfield University. http://www.ecch.com/educators/

Abstract
This is the first of a two-case series (397-035-1 and 397-036-1). The Scotprime (A) case study details the proposed creation of a new seafood processing business by two experienced and senior industry managers. The company they work for is bought by the Hanson Group and major changes made in the structure of the business. Ron Cook and Fred Buchan perceive themselves as having little or no choice but to set up on their own. They formulate a strategy that involves an alliance with a major international customer and another firm in the same industry. Together they select a clear strategy relating to the business, its products and marketing strategy. They will have to set up in competition with their previous employer and take a major gamble with their reputation and personal finances. The case ends with the two managers about to decide whether or not they will go it alone.

Keywords
Entrepreneurship; Start-up; Business strategy; Marketing strategy