Saltwater Imports Enterprise (SIE)

Business Strategy, Media Strategy, Product Placement |  Spring 2022

Case Background

“Crazy” Henry Mason is a supporter of the ecology movement, and is very concerned with the hunting of animals for industrial purposes, such as the making of furs, shoes, and ladies’ handbags. He formed Saltwater Imports Enterprise (SIE), a company with a mission of promoting crocodiles as household pets.

Saltwater Imports Enterprise (SIE) entered the commercial wildlife trade industry by importing crocodiles from Southeast Asia and selling them in the United States as household pets. Saltwater has conducted its import business of wildlife crocodiles by paying labor costs to capture the crocodiles in Southeast Asia and then export them to their facilities located in the State of Gould where they reside until they are delivered to buyers.

Due to the apparent success, Mr. Mason has considered renting larger facilities to store 700 to 900 crocodiles he forecasts can sell for the upcoming year. The vice presidents of Saltwater Imports have expressed concerns about how it conducts business referring to the dangerous capturing process of the crocodiles, low demand of crocodiles as pets, collecting the money from its skeptical buyers and the apparent success being a one time hit. 

Application of frameworks

In this group project (case study) I was responsible for the strategic recommendations section that is rooted in the economic driver analysis framework.

The Economic Driver Analysis: The first two economic drivers benefit & cost are rooted in core economic principals, while competitive & technology drivers influence market positioning. All 4 drivers are essential components of strategy formulation for business success.

• For benefit and cost drivers, I analyzed financial statements to understand business operations and identify opportunities to reduce costs and increase profit margin .

• For competitive and technology drivers, I used the PEST framework and researched external factors affecting the industry to incorporate findings into business strategy and formulate market positioning.

The Business Strategy 

The effective application of the 4 drivers and when strategically aimed at complimenting each other will create a competitive advantage, essential for long term business strategy.

• Vertical integration: of business practices to reflect founder's vision to sustainability by owning a crocodile farm and reducing operational costs while increasing profit margin.

• Market Positioning: Market crocodiles as luxury pets to raise current prices of owning the exotic pet. Enhance the perceived need of owning crocodiles as pets to reflect high economic status.

Product & Service: 

Wildlife crocodiles + System for wildlife management.

Media Strategy & Product Placement

• An appearance of the exotic pet in the Netflix series Narcos to increase awareness at a large scale and associate the crocodile as a mascot to the affluent.

• Showcase the crocodile as well as the wild life management system.

Economic driver Analysis by Maribel

Saltwater Case

Group written Case Analysis