Abstract
Lyons Seafoods became part of the Allied Lyons Group in 1986, with a name change from Flying Goose Ltd. The company produces a wide range of seafoods, particularly prawns, in raw/cooked, shelled/unshelled forms. Its main UK business is private label supplies to the big retailers. Exports had declined in percentage terms in the late 1980s, but the company has now set ambitious export objectives. They now constitute about a quarter of company turnover. The case discusses various aspects of export marketing, particularly differences in consumer tastes, product adaptation versus standardisation, and channel issues.
Location:
Industry:
Size:
Approximately GBP60 million turnover
Other setting(s):
1993
About
Abstract
Lyons Seafoods became part of the Allied Lyons Group in 1986, with a name change from Flying Goose Ltd. The company produces a wide range of seafoods, particularly prawns, in raw/cooked, shelled/unshelled forms. Its main UK business is private label supplies to the big retailers. Exports had declined in percentage terms in the late 1980s, but the company has now set ambitious export objectives. They now constitute about a quarter of company turnover. The case discusses various aspects of export marketing, particularly differences in consumer tastes, product adaptation versus standardisation, and channel issues.
Settings
Location:
Industry:
Size:
Approximately GBP60 million turnover
Other setting(s):
1993