Fishy food successfully managed the adverse effects of the recession and efficiently used its finances to complete its business as well as its stakeholders. The data used in this report has been sourced from the given case study. Moreover, the theoretical data has been taken from several relevant books which have been mentioned in the reference list. The market-related information has been procured from Mintel and journal articles. Every startup company needs a proper set of marketing strategies for it to prosper and ensure sustainable growth. This report is based on a hypothetical start-up company which started its business in Birmingham by selling specialty fish based food products. The company was started off by two friends John and God. They decided to offer a unique food variety to the customers. The company was named Fishy Foods, which gradually expanded over the years and became quite popular among the customers. Despite the economic crunches caused by the recession, the company managed to sustain its business. This report highlights the marketing strategies taken by the company and how it helped to sustain the business, the internal and external environment and how it influenced the business activities. It also covers the customer behavior along with the STP (segmentation, targeting, positioning) analysis and how the company leveraged it to their own benefit. Fishy Foods caters to the mass market and specialized in fish based foods. The company started off by selling fish finger sandwiches and other fish products like fish soup, fish, and chips with different variants. In order for a new company like Fish foods to run its business successfully, it needs to implement the proper marketing strategies. Before starting a business the company needs to assess the market environments and make any decisions based on the assessment results (Atherton, 2007). .