1. Do a traditional SWOT analysis (strengths, weaknesses, opportunities, and threats) of Calgene's situation in the spring of 1995.

Strengths
• R&D abilities in bioengineering technology
• Competitive advantages in bioengineered product licenses and regulatory agency approval to market tomato (and other bioengineered products)
• Competitive advantages in already test marketing "MacGregor's Tomatoes"
• Competitive advantage of being "closer" to mass marketing its tomato
• Success of industrial and edible oils and cotton seed divisions
• Bioengineering licensing agreements
• New "soft picking, packing, and shipping" methods
• Operating plants with new "soft" picking, packing, and shipping systems

Weaknesses
• High costs associated with operating "soft" p/p/s systems
• Management inexperience with "commercializing" products developed by R&D
• Bioengineering technology base may already be outdated
• Questionable knowledge base about acceptability of......

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Title: Calgene Inc.: Marketing
Approximate Word Count: 1182
Approximate Pages: 5 (250 words per double-spaced page)

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1. Calgene Inc.: Marketing
   

   Calgene Inc.: Marketing. 1. Do a traditional SWOT analysis (strengths, weaknesses,
   opportunities, and threats) of Calgene's situation in the spring of 1995. ... ...