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Masi Technologies Company: Case of Mercury in Fish Case Study


It should be noted that the widespread contamination of fish is a direct consequence of environmental pollution. The quality of fish products is affected by mercury contamination, which has an impact not only on the nutritional value of fish but also on the health of the population. Despite the latest research in the field of green technologies, the problem in this segment of the economy remains. The purpose of this paper is to review and evaluate the case of Masi Technologies which is a company that provides a solution to the issue of mercury in fish and suggests recommendations on how the enterprise can reach successful outcomes.

Analysis of the Setting

Comprehension of the current situation is a key factor in the success of Masi Technologies. According to the evidence, the presence of mercury in fish is a serious problem that affects the health of the population (Hisrich, Manimala, Peters, & Shepherd, 2013). In particular, it has a negative impact on the well-being of women and children. If a pregnant woman consumes a large amount of contaminated fish, it can threaten the growth of the fetus causing problems in the child’s mental and neurological development (Hisrich et al., 2013). Such a factor as acid rain also affects the environment leading to pollution of flora and fauna.

Due to the fact that the harmful effects of fish containing high levels of mercury cannot be ignored, different organizations provide recommendations on the consumption of fish. However, this information does not protect people’s health at the required level. Nevertheless, Masi has developed equipment that helps to solve this issue (Hisrich et al., 2013). In order to properly position itself and build a marketing strategy, the company needs to use the existing scientific knowledge regarding mercury in fish and focus on this health-related factor in its approach.


To determine what Masi should do with their machine, it is necessary to discuss the implications of the technology offered by the company. According to the case, the equipment is highly complex and advanced, and the company has spent much time and money to develop it so that it is accurate and can test fish samples within seconds (Hisrich et al., 2013). Considering the fact that the technology is sophisticated, it is not easy to construct it. In addition, a big amount of money is needed to produce a similar machine. Moreover, expensive inventory is required to keep the parts of the technology. Therefore, it will be difficult for the company to sell it. Masi will have to charge approximately 150000 USD to cover all the expenses (Hisrich et al., 2013). It is difficult to determine whether fish distributors will be ready to spend such a big sum of money for the equipment. Moreover, if the technology is sold, it is quite likely that it will be replicated by the possible competitors. Despite the fact that the company can patent its invention, the possibility of replication pertains. Therefore, the protection from circumvention will be limited.

The same concerns will emerge if the machine is leased. If the possible rivals rent the technology, it is quite likely that they will copy the design of the machine. Therefore, Masi should neither sell nor lease their equipment. It can be assumed that the company should place their technology in the spots where fish comes off the boats (Chaston, 2015). This way, they will be the sole provider of the service without the threat of competition. The enterprise should consider making agreements with fish distributors. They can offer them to test some amount of fish and provide it with their certification (Safe Harbor Certification) (Hisrich et al., 2013). The distributors of the certified fish will benefit greatly from this cooperation because they will be able to sell their products at greater prices as well.

Thus, the company will be able to initiate an organic label under their sole supervision. Additionally, they will ensure that their technology is neither copied nor replicated, which will prevent the emergence of competitors (Chaston, 2015). Moreover, this strategy will allow Masi Technologies to eliminate any concerns regarding the use of their equipment. If the company is a single user of the machine, they will not have to worry about its improper use.


The main thrust of the marketing campaign by Masi should be its unique certification. Safe Harbor Certification will allow the company to differentiate from the rest of the market and provide their products with a remarkable attribute. The company should form collaborations with various fish distributors who will benefit greatly from certification (Atkin & Brooks, 2015). Importantly, this way, the enterprise will be able to market its service at all levels, which is a strong point of market entry. If the company utilizes this approach, distributors, retailers, and buyers will become the main customer groups of the enterprise.

Moreover, by following this marketing strategy, the company will also build on the service’s favorability. If Masi is a single provider of certification; the distributors will contribute greatly to the marketing approach of the company. In addition, the leadership will not have any concerns regarding the improper use of the machine, and the possibility of reduplication will be eliminated (Atkin & Brooks, 2015). Further on, customers will be sure that the technology is safe and is used accurately since it will be performed by the inventor solely. In terms of customers, the technology will be too costly to maintain. The clients will have to spend a lot of money not only on the equipment but also on training and maintenance, which will result in highly increased expenditures (Atkin & Brooks, 2015). Therefore, customers will have to cooperate with the company.

Notably, Safe Harbor Certification should be the main idea of the marketing strategy because it will allow addressing the social side of the issue. At present, there is no single standard for the presence of mercury in fish. That is to say, each country has its own regulations, and the accepted levels of contamination are different for each state (Hisrich et al., 2013). However, certification provided by Masi is universal, and the products marked with it will meet the safety requirements of any country, which is favorable for the clients.

Based on the discussion, it can be assumed that Masi should strive for a broad-scope strategy. If they remain the sole service provider, their idea will be inimitable. They will be able to serve different markets considering the fact that fish is consumed by almost all customer groups (Baines, Fill, & Page, 2013). In addition, they will be able to diversify their product and offer complementary services, which customers will also trust. Therefore, if the company centers on certification in their marketing campaign, they will be able to raise interest in the market of clean fish and avoid rivalry.


It is evident that the certification provided by Masi will increase the cost of the product to the end-user. Nevertheless, if the organization stresses the importance of healthy eating and safety of products, they will be able to ensure that clients are ready to pay more for their fish (Baig, Tahir, Shahzadi, & Azar, 2013). By promoting safer fish, the enterprise will be able to enter the market of organic food, which is quite popular at the moment (Chaston, 2015). Almost all major food chains have switched towards healthier products, and the market for organic food is constantly growing (Huggins, 2013). It is reasonable to assume that the demand for mercury-free fish will be steady since various healthcare organizations and institutions have stressed the harmful effects of consuming fish contaminated with this chemical element. Nevertheless, mercury-free fish is indicated for almost all population groups; therefore, the company will be able to reach such customer groups that have previously remained uncovered.

To prove to the customer that the products certified by Masi are safe and their pricing is rational, the enterprise may perform an assessment of the options currently available in stores and supermarkets (Chaston, 2015). For example, they may carry out random tests on the fish purchased from several stores. They can test the samples with their machine and present the results to the audience to show what kind of fish they can currently buy. Importantly, it will help the company explain to the customer the health-related threats that are eliminated by Safe Harbor Certification.

Other Initiatives and Recommendations

The unique technology provides Masi with immense opportunities. In particular, the company can extend its capabilities to include such services as tracking and consulting apart from testing. For instance, the company can check the source from which fish comes and track it until the endpoint where customers purchase it (Huggins, 2013). This way, they will reinforce the reliability and scope of certification and dispel clients’ concerns regarding the possible contamination of fish during transportation and so.

However, another important initiative should be connected to the promotion of the company vision to the population. Safe Harbor Certification exposes current consumer experience and provides clients with the possibility to experience something different that will be safer for them (Baines et al., 2013). It will allow the organization to build the greater confidence of customers in the fish they purchase and its nutritional value (Huggins, 2013). People will no longer need to infringe themselves on the consumption of seafood. Such a vision should be extended to reach the widest consumer groups. The promotion of purity will gradually evolve into healthier living. This vision can be further applied to such contexts as environmental protection and support for biodiversity.


Thus, it can be concluded that Masi Technologies possesses unsurpassed opportunities, which they should seize to promote their vision of safety and purity in nutrition. This idea can be expanded to encourage greater environmental awareness of the population. Such a global initiative can be reached if the company sustains its leadership in the market by remaining the sole proprietor of the technology.


Atkin, B., & Brooks, A. (2015). Total facility management (4th ed.). Hoboken, NJ: John Wiley & Sons.

Baig, E., Tahir, H., Shahzadi, I., & Azar, F. (2013). Contemporary ideas and research in marketing. Morrisville, NC: Lulu Press.

Baines, P., Fill, C., & Page, K. (2013). Essentials of marketing. Oxford, England: Oxford University Press.

Chaston, I. (2015). Entrepreneurial marketing: Sustaining growth in all organisations (2nd ed.). Bingley, England: Palgrave Macmillan.

Hisrich, R. D., Manimala, M. J., Peters, M. P., & Shepherd, D. A. (2013). Entrepreneurship (9th ed.). New York, NY: McGraw-Hill Education.

Huggins, L. E. (2013). Environmental entrepreneurship: Markets meet the environment in unexpected places. Cheltenham, England: Edward Elgar Publishing.

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"Masi Technologies Company: Case of Mercury in Fish." IvyPanda, 14 Oct. 2020, ivypanda.com/essays/masi-technologies-company-case-of-mercury-in-fish/.

1. IvyPanda. "Masi Technologies Company: Case of Mercury in Fish." October 14, 2020. https://ivypanda.com/essays/masi-technologies-company-case-of-mercury-in-fish/.


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IvyPanda. 2020. "Masi Technologies Company: Case of Mercury in Fish." October 14, 2020. https://ivypanda.com/essays/masi-technologies-company-case-of-mercury-in-fish/.


IvyPanda. (2020) 'Masi Technologies Company: Case of Mercury in Fish'. 14 October.

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