Chicken of the Sea Case Study Essay
Chicken of the Sea International
The Jessica Simpson Spokesperson Decision
This case was written by Professor George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.
Chicken of the Sea International (COSI) is one of the oldest seafood companies in the United States. The company processes and markets a variety of seafood items under the Chicken of the Sea brand name including canned tuna, …show more content…
Market and Competitive Overview
Tuna is the primary product in the canned/packaged seafood market which also consists of other items including salmon, crab, shrimp, mackerel, oysters, and sardines. The tuna category accounts for nearly $2 billion in sales each year which includes sales to warehouse and club stores as well as the food service market (restaurants, hospitals, dormitories). The industry is dominated by three major brands including StarKist which has approximately a 40 percent market share, Bumble Bee with a 24 percent share and Chicken of the Sea with 18 percent of the market. Private label brands account for the