The Azalea Seafood Gumbo ShoppeExecutive SummaryAzalea Seafood Gumbo Shoppe wants to develop a strategic plan to maintain long-term growth and sustain a competitive advantage. In order for Azalea to achieve this goal, she will need to consider the options presented here. Included is an analysis of Azalea's problems and challenges to address, along with recommendations for growing the company. Recommendations are based on the state of the current market and the forces driving the industry. Azalea has a great product that will perform very well in the market. Marketing and sales are also areas that need improvement. The management is very capable and should be easily able to adapt to the competition in the market. A great deal of opportunity lies ahead in the many unfulfilled niches to be filled and explored. Azalea will need to expand and diversify its customer base. This can easily be achieved by focusing on your marketing and sales efforts. The company must focus not only on providing a quality product but also on creating a well-known and trusted name. Azalea can easily become a household name! Azalea's average ROA currently stands at 68%. Compared to industry norms, this is wonderful. However, the company's debt is at 87% and needs to be much lower. This too can be corrected with time and effort. The quick ratio is 1 and short-term credit remains safe. It will also be necessary to improve cash flow by implementing a gradual increase in prices and launching key sales outlets. Azalea has been unable to attract business due to the state of its facility, which needs to be updated to accommodate growth. One of the major obstacles faced is the fact that the company has not been able to meet FDA or USDA standards. This issue must be prioritized and resolved as quickly as possible. This is crucial to creating a reliable name in the market. Issues relating to production and distribution will also be addressed. Many manufacturing issues will be corrected as the facility is upgraded. Distribution is not an immediate problem, and future growth will address many of these concerns. Ultimately, owners must agree and commit to a plan. If owners stand firm in their decision and remain flexible and dedicated to the plan, success is imminent.Issues and Problems• Outdated quality control techniques and processes – Unable to meet FDA and USDA standards.