ASMI Brazil marketing RFP

8/8/2019 ASMI Brazil marketing RFP

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ALASKA SEAFOOD MARKETING INSTITUTE

State of Alaska

Department of Commerce, Community and Economic Development

311 N. Franklin Street, Suite 200

Juneau, AK 99801

REQUEST FOR PROPOSALS

FOR

BRAZIL MARKET FEASIBILITY STUDY

Date of Issue: October 6, 2010


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STANDARD PROPOSAL INFORMATION

1. Purpose of the Request for Proposal (RFP): The Alaska Seafood Marketing Institute(ASMI) is seeking proposals for a feasibility study of forming a Brazil MarketingProgram, including a cost/benefit analysis of doing so, as described more specifically in

the Scope of Work section of this RFP.

2.Minimum Requirements: Every proposer to this RFP must demonstrate a minimum ofthree years of previous experience in providing comparable services.

3.Conflict of Interest and Restrictions: The successful proposer to this RFP must nothave a conflict of interest that would affect the ability to perform as required by theScope of Work section of this RFP. Any potential conflicts must be identified and awritten waiver requested prior to submission of a proposal. If a proponent has anyconcerns or questions regarding this issue they are encouraged to contact ASMI.

4.ASMI Mailing Address and Telephone Number:

Alaska Seafood Marketing Institute311 N. Franklin Street, Suite 200

Juneau, AK 99801Mr. Naresh Shrestha, Finance Officer

(907) 465-5560 (TEL), (907) 465-5572 (FAX)E-mail: [email protected]

5.Contact Persons: Any technical or procedural questions regarding this RFP, contractdocuments or associated information should be addressed to Naresh Shrestha at theabove address.

6.Deadline for Receipt of Proposals: Proposals must be mailed or e-mailed and receivedby ASMI no later than 5:00 PM Alaska Standard Time, Friday, November 19, 2010.E-mailed proposals will be accepted, but must be followed by a mailed, original

hard copy of the proposal. Failure to meet the deadline may result in disqualificationof the proposal without review.

Proposals are to be delivered to the address referenced in item number 4. So that they arenot mistakenly opened early, either the outer or inner envelope should also contain thefollowing:

Confidential: Do Not Open Until November 19, 2010Proposal for: Brazil Market Feasibility Study

Or, if e-mailing, please mark in the subject line: Brazil Proposal- Do Not Open Until11/19/2010.

The State and ASMI assume no liability for incorrect addresses or delivery of RFP packages or

applications by public or private carriers.
mailto:[email protected]:[email protected]:[email protected]


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Please note that proponents should schedule several days for mail delivery to Juneau from

overseas.

7. Required Review of this RFP by Proposer: Proposers shall carefully review this RFPfor defects and questionable or objectionable materials. Proposers comments

concerning defects and questionable or objectionable material in the RFP must be madein writing and received by ASMI ten (10) days before the proposal submission deadline.This will allow time for an addendum to the RFP to be issued, if required, to allrecipients of the initial RFP.

8.Multiple Proposals: ASMI shall not accept multiple proposals from the same proposer.9.Questions Received Prior to Opening of Proposals: All questions regarding this RFP

should be directed to the contact person previously identified in this RFP (item 4).There are generally two types of questions:

a.

One involves directing the questioner to the specific section of the RFP where theanswer may be found. Responses to these questions may be given over the phone.b. The second type of question involves clarifying or interpreting parts of the RFP.

10. Addendum to the RFP: Should ASMI consider it necessary to revise any part of thisRFP, an addendum will be issued to all that were previously issued an RFP.

11.Proposal Withdrawal and Correction: A proposal may be corrected or withdrawn bya written request received prior to the date of opening.

12.Discussion with Responsible Offerors: As determined by the evaluation process,proposers reasonably susceptible of award may be offered the opportunity to discusstheir proposal with the procurement officer or evaluation committee and the proposalmay be adjusted as a result of the discussion.

13.Right of Rejection: ASMI reserves the right to declare non-responsive and reject anyproposal that does not fully comply with all the terms and requirements of this RFP.

The State and ASMI reserve the right to use any ideas presented in the response to the

RFP. Selection or rejection of a proposal does not affect that right.

14. Authorized Signature: An individual authorized to bind the proposer to its provisionsmust sign the proposal. The proposal must remain valid for at least ninety (90) daysfrom the proposal receipt deadline.

15. Noncollusion: The individual signing the proposal also certifies under penalty ofperjury that the price submitted was independently arrived at without collusion.

16.Disclosure of Proposals Contents: All proposals and other material submitted becomethe property of the state and may be returned only at the stats option. All proposal


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information will be held in confidence until the issuance of a notice of intent to award.Thereafter all proposals will become public information.

17.Estimated Timeline of RFP Process: Below is the estimated time schedule. Thisschedule is for informational purposes only, as some actual dates may vary depending

on the response to this RFP.

Step Dates

RFP Available 10/6/2010Responses to questions 10/11-11/5/2010Deadline for submitting proposals 11/19/2010Evaluation of proposals 11/22-12/8/2010Notice of Intent to Award 12/10/2010Contract Start 12/15/2010

18.News Releases: News releases pertaining to this RFP and resulting contract may not bemade without prior written approval.

19.Incurred Costs: ASMI shall not be subject to payment for cost incurred for proposalpreparation or contract preparation as a result of valid and legal termination of this RFPor contract.

20.Notice of Intent to Award: After completion of the evaluation process, ASMI willnotify all proposers of the intent to award a contract to the successful proponent.


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STANDARD CONTRACT INFORMATION

1. Location of Work: Work shall be performed, completed and managed at the location ofthe firm(s) and approved subcontractors awarded the contract.

2.

Joint Ventures: Joint ventures shall notbe allowed.

3. Subcontractors: Subcontracting shall be allowed provided that it is pre-approved byASMI and within the scope of service and required deliverables.

4. Contract Negotiations: Upon completion of the evaluation process, contractnegotiations will commence. It is anticipated that all contract negotiations will be heldvia telephone, or in Juneau, Alaska, or at the successful proponents location.

If the selected proposer fails to provide the necessary information for negotiations in a

timely manner, negotiate in good faith, or cannot perform the contract within the

budgeted funds and/or proposed cost, ASMI may terminate negotiations and negotiatewith the next highest ranked proposer.

5. Standard Agreement Forms: The successful proposer will be required to sign andcomply with the professional services contract Standard Agreement Form, Appendix A,Appendix B1 and the contract Appendix C and D specifying the terms for the servicesand payments.

ASMI reserves the right to include additional terms and conditions during the contractnegotiations. These terms and conditions must be within the scope of the original RFPand will be limited to cost, clarification, definition, and administrative and legal

requirements and will be included in Appendix C and D of the contract.

Provisions of the RFP, which are consistent with the contract, shall become incorporatedin the contract by reference and constitute binding obligations. The successful proposalor provisions which are consistent with the contract shall become incorporated in thecontract by reference and constitute binding obligations of the parties.

6. Indemnification: The contractor shall indemnify, hold harmless and defend the state, itsofficers, agents and employees from all liability, including costs and expenses, for allactions or claims resulting from injuries or damages sustained by any person or propertyarising directly or indirectly as a result of any error, omission or negligent act of the

contractor, subcontractor, or anyone directly or indirectly employed by them in theperformance of this contract.

The successful proposer much comply with Appendix B1 of the States standard contractforms which requires proof of general liability, auto liability and workers compensationinsurance prior to contract approval. Failure to provide evidence of adequate coverage isa material breach and grounds for termination of the contract. A copy of Appendix B1 isincluded with this RFP.


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7. Contract Approval: This RFP does not obligate ASMI or the proposer until a contract

is signed and approved by both parties. If approved, it is effective from the date of finalapproval by the Executive Director of the Alaska Seafood Marketing Institute (ASMI).ASMI shall not be responsible for work done prior to final approval of the contract.

8. Liquidated Damages: ASMI reserves the right to require liquidated damages in thecontract to assure the contractors performance of all contract provisions in a timelymanner.

9. Ownership of Documents: All data, specifications, graphics and other productsdeveloped in the performance of the contract remain the sole property of the state andmay be used by the state for any other purpose without additional compensation to thecontractor. The contractor agrees not to assert any rights or establish any claim under thedesign patent or copyright laws. The contractor, for a period of three years after finalpayment under this contract, agrees to furnish and provide access to all retained materials

at the request of the client. Unless otherwise directed by the client, the contractor mayretain copies of all the materials.

10.Confidentiality: The contractor shall not, at any time, during or after the term of thecontract, without the clients written consent, disclose any information designatedconfidential by the client.

11.Inspection and Reports: ASMI reserves the right to inspect, in a manner and atreasonable times it considers appropriate, all the contractors facilities and activitiesunder this contract.

12.Contractors Records and Clients Right to Audit: All books, records,correspondence, accounting procedures and records, information and any othersupporting evidence relating to the resulting contract shall be open to inspection andsubject to audit and/or reproduction during normal working hours.

13.Notice of Amendment: The contractor shall notify the client in writing at least 30 daysprior to the contract expiration date of any known circumstances which may require anextension of the contract completion date.

14.Additional Terms and Conditions: ASMI reserves the right to include additional termsand conditions during contract negotiations. However, these terms and conditions mustbe within the scope of the original RFP and will be limited to price, clarification,definition, and administrative and legal requirements.

15.Rejection of Work: The contractor shall be responsible for the quality, accuracy andproper performance of the work identified in the contract. ASMI may reject any workfound to be defective or not in accordance with the specifications contained in this RFP,contractors proposal, and resulting contract, regardless of the stage of completion and


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the time and place the error was discovered. ASMI may also reject defective work thathas been previously approved because of an oversight.

16.Waiver: The waiver by one party of any breach of the contract, or the failure of oneparty to enforce any of the provisions, shall be limited to a particular instance. Neither

party shall waive any future breaches or future provisions merely because a breach hasbeen waived in a particular instance.

17.Severability: If any provision of the contract is found to be invalid under, or contraveneto the laws of any particular state, borough, or country, such contravention shall notinvalidate the entire contract. The contract shall be construed as if the invalid provisionis not contained in the contract.

18.Contract Termination: In addition to ASMI having the right to cancel the contract dueto lack of appropriate funds, ASMI may, with written notice, terminate the resultingcontract in whole or in part, when it is in the best interest of the state. The state is liable

only for payment for services rendered before the effective date of termination.

19.Vendor Tax ID Number: A valid tax identification number must be provided prior tocontract approval.

20.Contract Duration: All work should be completed by April 1, 2011.21.Renewal Options: If the proposed contract were renewed, all fees and/or rates would

remain the same throughout the life of the proposed contract.


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HISTORICAL INFORMATION PERTINENT TO THE PROPOSED CONTRACT

1. ASMIs Mission: The primary objective of the Alaska Seafood Marketing Institute is tocreate a dynamic, market-driven environment that will expand the global consumption ofAlaska seafood. It accomplishes this by fostering growth opportunities with the food

industry. ASMIs programs emphasize collaborative marketing and building the identityof Alaska seafood as a brand.

2. ASMIs Authority: ASMI was established by the Alaska State Legislature in 1981 as apublic corporation within the Department of Commerce, Community and EconomicDevelopment. As a cooperative effort between the State of Alaska and private Alaskanindustry, the Institute has the following legislative mandates: 1) conduct programs ofeducation, research, advertising, 2) promote all species of seafood and their by-productsthat are harvested in the state and processed for sale, 3) develop market-oriented qualityspecifications for Alaska seafood in domestic and world markets, and adopt, anddistribute recommendations regarding the handling of seafood from the moment of

capture to final distribution, 4) prepare market research and product development plansfor the promotion of all species of seafood and their by-products that are harvested in thestate and processed for sale.

ASMI is governed by a seven member Board of Directors, appointed by the governor ofAlaska. The board consists of five processors and two harvesters. Eight standingcommittees provide ASMIs board and staff with input and promotional direction. Staff

is located in two offices: Juneau, Alaska, which is the corporate/administrativeheadquarters and also the location of the international marketing program, and Seattle,Washington, which is the headquarters for the domestic marketing programs.

3. Current Program: ASMI has been a participant in the U.S. Department of Agriculture(USDA) Market Access Program (MAP) since 1986. Current year funding is $4.5million from USDA and an industry match of $2.7 million for a combined budget of $7.2million.

ASMIs international program employs its monies by developing and executing generic

marketing and promotional programs, directed toward retail, HRI and consumer markets.All marketing plans and budgets are adopted and approved annually by ASMIs Board ofDirectors.

Specific industry conditions are addressed by ASMI and include:

a) World-wide farmed salmon production has surpassed the Alaska harvest.Alaska seafood cannot compete with aquaculture on the basis of cost alone.Negative factors include:

i. Cost of remote harvesting and processing operations is high.Cost of transporting finished product to market is high,particularly for fresh product. This challenge will becomemore acute with rising fuel costs.


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ii. Variable supply introduces risk for large-scale businessdevelopment in the processing and purchase of Alaska seafood.

ASMI aims to increase the value of the Alaska seafood resource by differentiatingAlaska seafood as coming from Alaska- a pure and pristine environment, our

fisheries are managed for sustainability, wild and natural.

b) Alaskas commitment to sustainable management comes at significant costwith respect to productivity, efficiency, and full utilization of Alaska seafoodresources. Alaska seafood remains abundant, stable, high in quality and value,however the market must be cultivated to offset Alaskas worldwide marketshare.

c) Sustainability is a growing concern for retailers worldwide. ASMI aims toachieve an overall acceptance in the international marketplace that Alaskaseafood is sustainable:

i.

Since 1959, the Alaska constitution has mandated that fishbe utilized, developed and maintained on the sustained yieldprinciple.

ii. Every aspect of Alaskas fisheries have been strictly regulated,closely monitored and rigidly enforced for nearly five decades.

d) There is a general perception that fresh farmed seafood is preferable topreviously frozen or frozen wild Alaska seafood. ASMI seeks to raise thevalue of frozen and previously frozen Alaska seafood.

International Program Situation AnalysisAlaska seafood products compete for share of plate with other proteins. ASMIsInternational Programs mission is to increase the economic value of the Alaska seafoodresource through:

Increasing positive awareness of the Alaska seafood brand.

Collaborative marketing programs that align ASMI and industrymarketing efforts for maximum impact within the food industry.

Long-term proactive marketing planning.

Quality assurance, technical industry analysis, education, advocacy andresearch.

Prudent, efficient fiscal management.

The ASMI International Program will continue in its present marketing mode and striveto sustain its current posture.

The following is ASMIs FY11 General Approach:

The international program will work towards achieving ASMIs mission by

capitalizing on opportunities for Alaska Seafood in ASMIs target markets.

The international program will continue to build sustainability into the foundationof our brand identity.


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ASMI will position the Alaska seafood brand as a trustworthy and safe choice thatis a good value for both the trade and consumer.

Convenience, health and value remain important to consumers- ASMI willcontinue to highlight how Alaska seafood aligns with these interests. A keycomponent of this strategy will be to educate consumers on Cook it Frozen, the

health benefits Alaska seafood provides, and offering a variety of recipes thatfeature both premium and low cost ingredients.

ASMI will continue our work in all ASMIs targeted international marketsbecause having multiple markets assists in our ability to achieve our mission.

ASMI will remain vigilant in adapting as circumstances evolve.

MessagesASMI will focus on building the brand around its core messages rather than reacting toshort-term issues. ASMI will focus on the positive aspects of our differentiating factors.The following are the ASMI International Programs key messages:

Alaska MessageASMI will continue to differentiate Alaska seafood from all other seafood by calling outAlaska and therefore tapping into the positive perception consumers and the trade have ofAlaska. ASMI will work to reinforce as well as add to that perception by delivering thekey messaging outlined below in our marketing activities.

Sustainability MessageASMI will continue to educate the trade on Alaskas long-standing commitment tosustainability and will incorporate the sustainability message into the core brand identity.

Wild Message

ASMI will increase its emphasis on the wild aspect of Alaska seafood in its messaging.With the general decline of wild stocks worldwide, wild is becoming more of adifferentiating factor. Alaska is uniquely positioned to benefit from increased emphasison the wild message, as the state prohibits all types of finfish farming.

Pure and Pristine MessageASMI will highlight the pure and pristine waters Alaska seafood comes from as a pointof differentiation. Key points on the pure and pristine message are as follows:

Alaska has 34,000 miles of coast line.

Alaska is thousands of miles away from large sources of pollution.

Alaska has a small population for its vast size.

Health and Nutrition MessagesWith obesity on the rise in many Alaska seafood markets, both government andconsumers are becoming more health conscious. ASMI will continue to include thefollowing health and nutrition points in its messaging:

Alaska seafood is a healthy alternative to other protein sources.

Alaska seafood is among the richest sources of omega-3s.


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Alaska seafood contains a wide variety of minerals (including zinc, iron, calcium,selenium).

Naturally high in many essential vitamins, Alaska seafood contains vitamins E, C,D, and A. Some varieties are very high in antioxidant E, which has proven tostrengthen the immune system and lower the risk of heart disease by reducing

buildup of plaque in coronary arteries.

StrategyASMI conveys these messages through the following strategies:

ConsumerPublic Relations (PR)- PR is designed to increase consumer awareness of Alaska seafoodproducts to prompt purchase.

Consumer Advertizing- Consumer advertorials are an effective medium for reaching theconsumer with the quality, wild, natural and sustainable attributes of Alaska seafood,

with the goal of increasing consumer awareness of the availability of Alaska seafood.

Consumer Promotions- Consumer promotions are very effective in targeting consumerswith information about Alaska seafood with the aim of increasing consumer awareness ofAlaska seafood. In addition to increasing awareness, consumer promotions directlyencourage sales by tempting customers.

Consumer Research- In accordance with MAP regulations, ASMI conducts third partyresearch in order to assess progress towards performance measures.

Trade

Trade Public Relations- Trade public relations are designed to increase trade awarenessof Alaska seafood and to notify the trade of generic activities and opportunities toparticipate within the ASMI program.

Retail Merchandising- In-store displays, consumer contests and consumer demonstrationsremain one of ASMIs most effective promotional tools in achieving increases in tradeand consumer awareness, product origin identification and increases in sales volume.One of the main objectives is to ensure that wild Alaska seafood achieves a strong andpositive differentiation over competitive farmed seafood, through origin identificationand its quality, taste, sustainability and other attributes at the actual point of sale when theconsumer is in the retail store.

Website- ASMI maintains overseas websites to address the specific needs of eachoverseas region. The sites contain information for consumers, trade and journalists andalso offer the ability to access and download a range of information and recipe basedmaterials covering all Alaska seafood species.

Trade Shows- Trade shows offer an opportunity to improve trade relations and educatetrade on the pure, natural and sustainable features of Alaska seafood products.


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Buyers Education- In some regions, ASMI conducts Alaska Seafood Buyers EducationPrograms in order to maintain and develop strong trade relationships with existing andnew partners.

Trade Research- An evaluation and research study is conducted by a third party tomeasure trade awareness levels and attitudes toward Alaska seafood products within theregion.

Hotel Restaurant Industry (HRI)Foodservice Promotions- ASMI selectively targets major foodservice distributors withpromotional support. ASMI also seeks to organize promotions directly with hotel andrestaurant chains.

Foodservice Advertizing/Public Relations- Foodservice advertizing is an effectivemethod of educating and impacting foodservice decision makers through press releases

and generic recipes.

Chef Training Seminars/Training Schools- In some ASMI regions, ASMI conducts cheftraining seminars in order to educate chefs about proper handling and cooking techniquesfor Alaska seafood.

Foodservice Trade Shows- In some regions, ASMI attends HRI tradeshows in order tooffer generic product information materials that communicate the advantages that Alaskaseafood offers the professional chef. Product tastings and chef demonstrations will takeplace at the booth if budget allows.


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SCOPE OF WORK

The following is a possible outline of the scope of work for the Brazil market feasibilitystudy proposal. This represents an outline, further more specific details will be agreedupon through the research agency briefing process. The scope of work may contain but

may not be limited to the following:

AREA: Brazil, with emphasis on major cities, coastal areas and distribution centers.

1. Evaluate the potential to market Alaska seafood species to Brazil.a. Evaluate potential taking into consideration seafood products currently in the

market and levels of domestic consumption.b. How do Alaska products compare to more readily available products in terms

of taste, size, product form and price?c. Are there Alaska seafood products currently available in the Brazil market in

great quantities that are not being identified and/or promoted as such?

i.

For Alaska seafood products available, analyze trade and consumerperceptions of these products. Are they considered high quality?ii. Consider perceptions of Alaska generallywould Alaska origin

identification add value to a product?

2. Evaluate the competitiveness of Alaska seafood directly imported from the U.S. toBrazil.

a. How competitive is Alaska product imported from the U.S. directly comparedto domestic product? Compared to product from Mercosul member countries?Compared to product processed in third-party countries?

i. Evaluate not only in terms of price but in terms of product form, taste,packaging, fresh/frozen, etc.

b. Evaluate competitiveness considering tariffs and other trade barriers.3. Analyze potential for expansion of the bacalhau market.

a. Provide an overview of the bacalhau market in Brazil.i. Common product forms and sizes

ii. Major brands and retailersiii. Geographic consumption patternsiv. Trends

b. How much bacalhau of Alaska origin (through third-party countries) iscurrently in the Brazil Market?

i. Is any identified as Alaska origin?c. Is there potential for expansion of this market- either as a whole or the Alaska

segment of this market?d. Is there opportunity for distinguishing product origin (Alaska) at the

retail/foodservice level?

4. Identify both current and potential opportunities for processing Alaska seafood inthird-party countries for re-export to Brazil.


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a. What quantity of bacalhau sold in Brazil is Alaska Pacific cod, processed inthird-party countries (Norway, Portugal, etc.) and re-exported to Brazil?

b. Are there other Alaska seafood products being processed in third-partycountries for re-export to Brazil?

c. Who are the major processors exporting Alaska product to Brazil?d.

Are there other major processors in third-party countries we should betargeting?

5. Identify key trade contacts in Brazil.a. Establish contact with trade members currently distributing Alaska seafood

(through third-party country processors).b. Establish a list of trade members interested in importing Alaska seafood either

directly or through third-party processor countries (at the wholesale level).c. Establish a list of trade members interested in promoting their seafood as

Alaska origin (at the retail and foodservice level).i. Identify what type and level of promotional support would be helpful.

d.

Identify Alaska industry currently doing business or making contacts inBrazil.

6. Identify target locations within Brazil and analyze strategic considerations forestablishing a Brazil marketing program.

a. Which cities/states have the highest seafood consumption? Which cities/statesact as major food distribution areas?

b. Identify procedures for importing Alaska seafood directly to Brazil. Identifypotential hurdles.

i. Include detailed outline of regulations, certification costs andprocedures and other barriers to entry.

c. Identify procedures for promoting Alaska seafood products in Brazil. Identifypotential hurdles.

d. Identify other strategic considerations for establishing a Brazil marketingprogram (staffing considerations, logistics, business practices, etc.).

7. Estimate the cost of establishing an effective Brazil marketing program.a. Estimate potential cost to ASMI International of establishing an effective,

dedicated Brazil marketing program.b. Estimate potential additional benefit to the Alaska seafood industry.


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PROPOSAL CONTENT AND REQUIREMENTS

Required Proposal Format:All proposals that are submitted in response to this RFP must use the following format.The proposal must be submitted to the ASMI address referenced in the Standard Proposal

Information section. Any proposal not following these instructions may be declared non-responsive. Proposals may be mailed or e-mailed. If a proposal is e-mailed, it must befollowed by a mailed, original hard copy.

The proposer must address all the items in the format and order reflected below.Proposals that do not follow this format may be declared non-responsive and may berejected. The written information will be evaluated based upon the criteria listed in theProposal Evaluation Criteria. Selection of a contractor(s) will be based upon theproponentsAgency Experience, Project Key Personnel, Project Methodology, and CostProposal.

1.

Table of Contents: Provide a paginated table of contents, which complies with thefollowing format:

2. Agency Description: Provide a brief description of the proposer to include:a. Proposers name and addressb. Voice and fax numbers, and e-mail addressesc. Number of years in business under above named. Total years in business, including other names (minimum 3 years)e. Number of offices and locationsf. List other affiliated agencies, if anyg. Which office would service the ASMI account?h. Total number of personnel currently employed on a full-time basisi. Agency organization and structure (submit organizational chart)j. Provide a list of clients that your company has done similar work for during the

past three (3) yearsk. Are you on retainer with any of these clients? If yes, please identify which onesl. List at least three (3) client references (name of company, contact and telephone)

3. Agency Experience: Provide a detailed and precise description of the proponentsexperience in evaluation of export commodity/seafood marketing programs.

4. Project Key Personnel: Provide the following information on the key personnel thatwill be assigned to this project:a. Name the lead or primary person(s) for each project by title, duties, and

approximate percentage of time that will be dedicated to the project. If theprincipal(s) is (are) not dedicated full time to this project, provide an approximatepercentage of time allocated for other assigned accounts/duties.

b. Describe qualifications and credentials of assigned personnel along with a copy ofhis/her resume.


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5. Project Methodology: ASMI expects the study to have the following threecomponents:

a. Executive Summaryb. Audit of the Brazil seafood marketc. Recommendations for ASMI International

Proposal RequirementsRFP respondents are advised that ASMI has budgeted on a maximum of US $20,000 for

this study. We anticipate that the study requires approximately the following:

Minimum of 45 total interviews of U.S., Brazil, and third-party processor countryindustry members.

Review of relevant ASMI documents to provide a frame of reference for howother ASMI International programs operate and what considerations would needto be taken into account in forming a new program.

Briefings and information provided by ASMI staff and contractors.

Visits and surveys of plants as well as wholesale, retail and foodserviceestablishments.

Review of trade analysis and statistics from the U.S. and Brazil governments aswell as other relevant sources. Many of these documents are available from theForeign Agricultural Service (FAS) and the National Marine Fisheries Service(NMFS) Office of International Trade. The contractor must obtain other data andfactor in transshipments of Alaska seafood products.

An in-person presentation and discussion of report findings and possibleteleconference presentations.

The consultant will be required to carry out interviews in the U.S., Europe, and South

America.ASMI makes three important stipulations concerning the proposed work:

Any and all subcontractors to be utilized during this contract must be identifiedand qualified within the contractors proposal. The contractor is prohibited from

subcontracting any portion of the work outlined within the contract withoutexpressed prior written approval from ASMI.

Contractor agrees not to utilize or release any portion of study findings, orresearch, by any means of dissemination, without the prior written consent ofASMI.

All work must be completed by April 1, 2011.

6. Cost Proposal: Provide a cost proposal that does not exceed US $20,000 andexplain how much would go to each of the following:

a. Monthly or hourly feesb. Estimated travel costs based on the proponents project methodology c. Any other costs


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d. Total project costs7. Conflicts of Interest Statement: Provide a detailed and precise listing of any

potential conflicts of interest as established in the Standard Proposal Informationsection of this RFP.

8. Other Licenses and Registrations: Proof of any licenses and/or registrations asrequired by this RFP.

9. Alaska Bidder Preference: A five (5) percent reduction (for evaluation purposesonly) to the proposals price will be applied if a proposer qualifies as an Alaskabidder as defined by AS 36.30170(b). It is the proposers responsibility to complete,

sign and return the Certification of Qualification for the Alaska Bidders Preferenceform with their proposal.


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PROPOSAL SUBMISSION EVALUATION CRITERIA

Criteria Relative Value

Agency Experience 30

Project Key Personnel 20Project Methodology 40Cost Proposal 10Total Possible Points 100

Cost Evaluation Formulas: The proposal with the lowest cost must receive the highestavailable rating allocated to the cost factor. The rater for each higher cost proposal must bedetermined using the following formula:

(Price of Lowest Cost Proposal) X (Maximum Points for Cost) = PointsPrice of Each Higher Cost Proposal

By signing the bid/proposal, the bidder/offeror certifies that the bidder/offeror complies with

the Americans with Disabilities Act of 1990 and the regulations issued thereunder by the

federal government, and certifies that programs, services and activities provided to the general

public on behalf of the State under a contract resulting from this solicitation comply with the

Americans with Disabilities Act of 1990, 28 CFR, Part 35, Subpart B 35.130.

The State of Alaska complies with Title II of the Americans with Disabilities Act of 1990.

Individuals with disabilities, who may need auxiliary aids, services, and/or special

modifications to submit a proposal, should contact the Finance Officer no later than (7) days

prior to the proposal deadline to make any necessary arrangements.

Statement of Non-Discrimination

The Alaska Seafood Marketing Institute (ASMI) is an equal opportunity employer. ASMI

does not discriminate against any employee or applicant for employment because of race,

religion, color, national origin, or because of age, physical handicap, sex, marital status,

changes in marital status, pregnancy or parenthood when the reasonable demands of the

position(s) do not require distinction on the basis of age, physical handicap, sex, marital

status, changes in marital status, pregnancy, or parenthood.


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1) Agency Contract Number

2) Authority Number

3) Optional Renewal? [ ] Yes [ ] No

Years remaining

4) Finacial Coding

STATE OF ALASKA 5) Agency Assigned Encumbrance Number

AMENDMENT TO PROFESSIONAL SERVICES CONTRACT6) Amendment No.

his agreement is between the State of Alaska,

Department of

COMMUNITY COMMERCE & ECONOMIC DEVELOPMENT, ASMI hereafter the State, and

Contractor

hereafter the Contractor

ailing Address Street or P.O. Box City State Zip code

Original period of performance 10) Amended period of performance

ROM: TO: FROM: TO:

) Previous amount of contract to date 12) This amendment is for 13) This amended contract shall not exceed

a total of

) In accordance with the provisions of the above referenced contract, the parties to that contract agree that the services to be

performed by the contractor under the contract are amended as follows: All other terms and conditions of the contract

remain in effect. (Use reverse for continuation of amended provisions if necessary.)

IN WITNESS WHEREOF the parties hereto have executed this amendment.

NOTICE! This amendment has no effect until signed by the head of the contracting agency,

procurement officer or designee.

) 17) CERTIFICATION: I certify that the facts herein and on supporting documents

CONTRACTOR are correct, that this voucher constitutes a legal charge against funds and

appropriations cited, that sufficient funds are encumbered to pay this obligation

or that there is sufficient balance in the appropriation cited to cover this

gnature of Authorized Representative obligation. I am aware that to knowingly make or allow false entries or alter-

Date ations on a public record, or knowingly destroy, mutilate, suppress, conceal,

ype or printed Name of authorized Representative remove, or otherwise impair the variety, legibility or availability of a public record

constitutes tampering with public records punishable under AS 11.56.815-820.

tle Other disciplinary action may be taken up to and including dismissal.

Signature of Head of Contracting Agency or Designee Date

)

CONTRACTING AGENCY

epartment/Division Typed or Printed Name of Authorizing Official

ALASKA SEAFOOD MARKETING INSTITUTE

gnature of Project Director 1/0/1900

Date Title

yped or Printed Name of Project Director

18) APPROVAL BY THE DEPARTMENT (if applicable)

tle

112 (Rev: 05/88)

$0


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APPENDIX A GENERAL PROVISIONS

Article 1. Definitions.

1.1 In this contract and appendices, Project Director or Agency Head or ProcurementOfficer means the person who signs this contract on behalf of the Requesting Agencyand includes a successor or authorized representative.

1.2 State Contracting Agency means the department for which this contract is to beperformed and for which the Commissioner or Authorized Designee acted in signing thiscontract.

Article 2. Inspection and Reports.

2.1 The department may inspect, in the manner and at reasonable times it considersappropriate, all the contractors facilities and activities under this contract.

2.2 The Contractor shall make progress and other reports in the manner and at the times thedepartment reasonably requires.

Article 3. Disputes.

3.1 Any dispute concerning a question of fact arising under this contract which is notdisposed of by mutual agreement shall be decided in accordance with AS 36.30.620-

.632.

Article 4. Equal Employment Opportunity.

4.1 The contractor may not discriminate against any employee or applicant for employmentbecause of race, religion, color, national origin, or because of age, physical handicap,sex, marital status, changes in marital status, pregnancy or parenthood when the

reasonable demands of the position(s) do not require distinction on the basis of age,

physical handicap, sex, marital status, changes in marital status, pregnancy, orparenthood. The contractor shall take affirmative action to insure that the applicants are

considered for employment and that employees are treated during employment without

unlawful regard to their race, color, religion, national origin, ancestry, physicalhandicap, age, sex, marital status, changes in marital status, pregnancy or parenthood.

This action must include, but need not be limited to, the following: employment,

upgrading, demotion, transfer, recruitment or recruitment advertising, layoff ortermination, rates of pay or other forms of compensation, and selection for trainingincluding apprenticeship. The contractor shall post in conspicuous places, available to

employees and applicants for employment, notices setting out the provisions of this

paragraph.

4.2 The contractor shall state, in all solicitations or advertisements for employees to work onState of Alaska contract jobs, that it is an equal opportunity employer and that all

Contractors Initials _____Clients Initials _____


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4.3 The contractor shall send to each labor union or representative of workers with which

the contractor has a collective bargaining agreement or other contract or understanding anotice advising the labor union or workers' compensation representative of thecontractor's commitments under this article and post copies of the notice in conspicuous

places available to all employees and applicants for employment.

4.4 The contractor shall include the provisions of this article in every contract, and shallrequire the inclusion of these provisions in every contract entered into by any of its

subcontractors, so that those provisions will be binding upon each subcontractor. For

the purpose of including those provisions in any contract or subcontract, as required bythis contract, "contractor" and "subcontractor" may be changed to reflect appropriately

the name or designation of the parties of the contract or subcontract.

4.5 The contractor shall cooperate fully with State efforts which seek to deal with theproblem of unlawful discrimination, and with all other State efforts to guarantee fair

employment practices under this contract, and promptly comply with all requests and

directions from the State Commission for Human Rights or any of its officers or agentsrelating to prevention of discriminatory employment practices.

4.6 Full cooperation in paragraph 4.5 includes, but is not limited to, being a witness in anyproceeding involving questions of unlawful discrimination if that is requested by any

official or agency of the State of Alaska; permitting employees of the contractor to bewitnesses or complainants in any proceeding involving questions of unlawful

discrimination, if that is requested by any official or agency of the State of Alaska;

participating in meetings; submitting periodic reports on the equal employment aspectsof present and future employment; assisting inspection of the contractor's facilities; and

promptly complying with all State directives considered essential by any office or

agency of the State of Alaska to insure compliance with all federal and State laws,regulations, and policies pertaining to the prevention of discriminatory employment

practices.

4.7 Failure to perform under this article constitutes a material breach of the contract.Article 5. Termination.

The Project Director, by written notice, may terminate this contract, in whole or in part, when

it is in the best interest of the State. The State is liable only for payment in accordance with

the payment provisions of this contract for services rendered before the effective date oftermination.



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Article 6. No Assignment of Delegation.

The contractor may not assign or delegate this contract, or any part of it, or any right to any

of the money to be paid under it, except with the written consent of the Project Director andthe Agency Head.

Article 7. No Additional Work or Material.

No claim for additional services, not specifically provided in this contract, performed or

furnished by the contractor, will be allowed, nor may the contractor do any work or furnish

any material not covered by the contract unless the work or material is ordered in writing bythe Project Director and approved by the Agency Head.

Article 8. Independent Contractor.

The contractor and any agents and employees of the contractor act in an independent capacity

and are not officers or employees or agents of the State in the performance of this contract.

Article 9. Payment of Taxes.

As a condition of performance of this contract, the contractor shall pay all federal, State, andlocal taxes incurred by the contractor and shall require their payment by any Subcontractor or

any other persons in the performance of this contract. Satisfactory performance of this

paragraph is a condition precedent to payment by the State under this contract.

Article 10. Ownership of Documents.

All designs, drawings, specifications, notes, artwork, and other work developed in the

performance of this agreement are produced for hire and remain the sole property of the Stateof Alaska and may be used by the State for any other purpose without additional

compensation to the contractor. The contractor agrees not to assert any rights and not to

establish any claim under the design patent or copyright laws. The contractor, for a period ofthree years after final payment under this contract, agrees to furnish and provide access to all

retained materials at the request of the Project Director. Unless otherwise directed by the

Project Director, the contractor may retain copies of all the materials.

Article 11. Governing Law.

This contract is governed by the laws of the State of Alaska. All actions concerning thiscontract shall be brought in the Superior Court of the State of Alaska.

Article 12. Conflicting Provisions.

Unless specifically amended and approved by the department of Law the General Provisions

of this contract supersede any provisions in other appendices.



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Article 13. Officials Not to Benefit.

Contractor must comply with all applicable federal or State laws regulating ethical conduct

of public officers and employees.

Article 14. Covenant Against Contingent Fees.

The contractor warrants that no person or agency has been employed or retained to solicit or

secure this contract upon an agreement or understanding for a commission, percentage,

contingent fee, or brokerage except employees or agencies maintained by the contractor for the

purpose of securing business. For the breach or violation of this warranty, the State mayterminate this contract without liability or in its discretion deduct from the contract price or

consideration the full amount of the commission, percentage, brokerage or contingent fee.


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Contractors Initials _____

Clients Initials _____

APPENDIX B1

INDEMNITY AND INSURANCE

Article 1. Indemnification

The contractor shall indemnify, hold harmless, and defend the contracting agency from andagainst any claim of, or liability for error, omission or negligent act of the contractor under thisagreement. The contractor shall not be required to indemnify the contracting agency for a claimof, or liability for, the independent negligence of the contracting agency. If there is a claim of, orliability for, the joint negligent error or omission of the contractor and the independentnegligence of the contracting agency, the indemnification and hold harmless obligation shall beapportioned on a comparative fault basis. Contractor and Contracting agency, as usedwithin this and the following article, include the employees, agents, and other contractors whoare directly responsible, respectively, to each. The term independent negligence is negligenceother than in the Contracting agencys selection, administration, monitoring, or controlling of theContractor and in approving or accepting the Contractors work.

Article 2. Insurance

Without limiting Contractors indemnification, it is agreed that Contractor shall purchase at itsown expense and maintain in force at all times during the performance of services under thisagreement the following policies of insurance. Where specific limits are shown, it is understoodthat they shall be the minimum acceptable limits. If the Contractors policy contains higherlimits, the state shall be entitled to coverage to the extent of such higher limits. Certificates ofInsurance must be furnished to the Contracting Officer prior to beginning work and must providefor a 30-day prior notice of cancellation, nonrenewal or material change of conditions. Failure tofurnish satisfactory evidence of insurance or lapse of the policy is a material breach of thiscontract and shall be grounds for termination of the Contractors services. All insurance policies

shall comply with, and be issued by insurers licensed to transact the business of insurance underAS 21.

2.1. Workers Compensation Insurance: The contractor shall provide and maintain,for all employees engaged in work under this contract, coverage as required by AS23.30.045, and; where applicable, any other statutory obligations including, but notlimited to, Federal U.S.L.&H. and Jones Act requirements. The policy must waivesubrogation against the State.

2.2. Commercial General Liability Insurance: covering all business premises andoperations used by the Contractor in the performance of services under this agreementwith minimum coverage limits of $300,000 combined single limit per occurrence.

2.3. Commercial Automobile Liability Insurance: covering all vehicles used by theContractor in the performance of services under this agreement with minimum coveragelimits of $300,000 combined single limit per occurrence.


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Articles C & D Professional Services Contract

Alaska Seafood Marketing Institute

Professional Services Contract

Appendix CScope of Services

Article C-1 General:

Article C-2 Responsibilities:Article C-3 Contractors Key Personnel:

Name Title/Function

The Contractor shall not make personnel changes without submitting written justification to the Client

and receiving the Clients written approval. The Contractor shall provide copies of any and all required

licenses, certifications and any other requirements concerning personnel changes.

Article C-4 Subcontracting:The following subcontractors as identified in the Contractors proposal,

are considered essential in performing the work under this Contract:

Article C-5 Clients Key Personnel: The Client's personnel assigned to this Contract are:

Name Title/Function

Article C-6 Other Governmental Requirements: The Contractor shall comply with all federal, state,

municipal, or other governmental statutes, regulations, ordinances, acts, and/or requirements.

Article C-7 Rejection of Work: The Contractor shall be responsible for the quality, accuracy, and

proper performance of the work identified in the Contract. The Client may reject any work found to be

defective or not in accordance with this Contract, regardless of the stage of completion and the time or

place the error was discovered. The Client may also reject defective work that has been previously

approved because of an oversight during inspection/approval.

Article C-8 Media Announcements: Any and all media announcements pertaining to this Contract

require the Clients prior written approval.

Article C-9 Written Communication: All written communication and invoices to the Client shall be

addressed as identified on the Standard Agreement Form, Item 10.

Article C-10 Contract Amendments: Either party shall notify the other immediately of any known

circumstances that may require an amendment. The Contract shall only be changed or modified by the

execution of a written amendment, signed by all parties.

Article C-11 Confidentiality: The parties shall not, at any time, during or after the term of the Contract,disclose trade secrets or other proprietary data deemed confidential by both the Contractor and Client.

Article C-12 Default: In case of default by the Contractor, for any reason whatsoever, the Client may

procure the goods or services from another source and hold the Contractor responsible for any resulting

excess cost and may seek other remedies under law or equity. Failure to perform and/or comply with

each of the Articles under this Contract constitutes a material breach and may result in termination of the

Contract.


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Articles C & D Professional Services Contract

Article C-13 Waiver: The waiver by one party of any breach of the Contract, or the failure of one party

to enforce any of the provisions, shall be limited to a particular instance. Neither party shall waive any

future breaches or future provisions merely because a breach has been waived in a particular instance.

Article C-14 Severability: If any provision of the Contract is found to be invalid under, or contravene to

the laws of any particular state, borough, or county, such contravention shall not invalidate the entire

Contract. The Contract shall be construed as if the invalid provision is not contained in the Contract.

Article C-15 Entire Agreement: By reference, the Request for Proposals issued by the Client; the

Contractors proposal; the Standard Agreement Form and Appendix A, B, C and D are incorporated into

this Contract. This incorporates the entire understanding, and each party acknowledges that there are no

other warranties, representations, covenants, or understandings of any kind, matter or description

whatsoever, between the parties.

Article C-16 Conflicting Provisions: In the event of any conflicting provisions, the order of procedure

for resolving any conflict shall be:

,

First, Appendix C and Appendix D

Second, proposal submitted by the Contractor; and

Thrid, Request for Proposals (RFP) issued by the Alaska Seafood Marketing Institute.


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Alaska Seafood Marketing Institute

Professional Services Contract

Appendix DFinancial Considerations

Article D-1 Initial Amount and Term:

Article D-2 Renewal Amount and Term:

Article D-3 Total Amount and Term:

The Client reserves the right to increase or decrease the Contracts initial and/or renewal amounts, so

long as the aggregate Contract amount is not exceeded.

All amounts include all direct expenses, rates, fees, and any and all costs associated with the performance

of this Contract.

Article D-4 Contract Minimum: There are no guaranteed minimum amounts and the specific dollar

amount available in any given period shall be at the Clients discretion.

Article D-5 Budget: Budgeted amounts may be changed upon all parties mutual consent, so long as the

net effect to the Contract is zero.

Article D-6 Compensation:

Article D-7 Tax Identification Number: The Contractor shall provide a valid federal Employee

Identification Number (EIN) or Social Security Number (SSN) to the Client prior to or upon approval of

the Contract. The Client shall withhold payment until a valid federal tax identification number isreceived and failure to provide one may result in Contract cancellation.

Article D-8 Submission of Invoices:

Article D-9 Cancellation For Lack of Funds: This Contract may be canceled at any time due to the

lack of appropriated funds.

ASMI Brazil marketing RFP

Documents

Transcript of ASMI Brazil marketing RFP