Introduction, Tassal

This case study will focus on the Tassal that serves its customers with tasty and healthy

salmon food and has been in the market for more than 25 years and use several marketing

concepts to analyse its marketing strategies in detail on Australian consumer market. Tassal

the world’s top most company has created its benchmark among seafood companies. It has

built up a great history by winning number of awards and opening up various new brands.

For almost three decades it has been serving its customers with high quality, healthy and

delicious seafood making sure that the product is environmentally and socially grown.

Several elements of marketing strategy will be used to critically analyse the development of

marketing, which are essential at the initial stages in the process of developing a marketing

strategy including the marketing environment, segmentation and positioning. These are

essential because according to Grewal et al, (2018), when consumers sit at the centre of a

company’s marketing efforts, they face what the company and its rivals could offer, as well

as corporate partners’ capabilities, since seldom do companies operate without the help of

other firms. Consumers also faces a set of broader environmental factors such as economic

and technology trends that could influence their decisions.

Marketing Environment, Sample 2: Beyond Burger

Since all organisations must first consider the market within which they are operating,

analysing the marketing environment is fundamental to the success of a company and

product (Samnani, 2014). This is done by considering two overall factors: the micro-

environment and the macro environment. And while there are strengths and weaknesses,

opportunities as well as threats, this case study will focus specifically on the strengths and

opportunities which are presented in both environments.

Changes in the macro-environment factors can have a direct impact on not only the Tassal Group

Limited but also can impact other players in the Food, Beverage & Tobacco. The macro-environment

factors can impact factors that shape strategy and competitive landscape. They can impact individual

firm’s competitive advantage or overall profitability levels of the Food, Beverage & Tobacco industry.

Competitors: As indicated by Hisrich and Ramadani (2017), an organization always works as per the

competitive attitude that is practiced by both the concerned company and their competitors.

Therefore, in case of Tassal, the concerned aquaculture industry considers ‘Huon Aquaculture Group

Limited’ as their strong competitor. In addition to above, ‘both Huon and Tassal operates in Tasmania

and are further integrated in marine farming, marketing and others related seas cultures. It has been

further analyzed that both Tassel and Huan focused in their domestic market for their expert

services.’ However, in case of Huon, majority of its revenue is collected from the wholesale channels,

as they also sell fresh fish to the fishmongers and restaurants there wholesale channels is more

stable than the retail one (Digital, 2017). As indicated by Datta et al. (2016), both the competitor

organizations are strong enough to give each other a strong competition. Moreover, the Tassel

focused on the brand strengthening and the enhanced per capita consumption of Salmon, whereas,

in case of Huon, three year of Controlled Growth Investment program is maintained for efficient

production. The evaluation of the 4Ps in terms of Price, Place, and Promotion along with Public

Relation in case of Tassal is further performed in order to generate more revenue as compared to

their rival industry the Huon (Digital, 2017). The practice of 4Ps are further the element that further

enhance the selling and retailing values of the Salmons being hatched and stored in their hatcheries

(Tassal.com.au, 2017). 

Corporate partners: Cricket Tasmania welcomes Tassal as a Co-Major partner to the Hurricanes

and official partner to the Hurricanes WBBL and Cricket Tasmania. “This partnership recognises

what the Hurricanes mean to Tasmanian communities and what role cricket plays in Tasmanians’

lives. We have 43,000 participants across the state who play cricket and over 70,000 fans packed our

stadium last season to watch the Hurricanes play. This partnership will highlight the role of sport and

healthy protein in health and wellbeing to all our fans and our current and future cricketers.”
Company: Besides being a top leader in Australia for producing fresh salmon, it also employ

more than 800 seafood passionate people. After opening up its marine sites, it went publically

and was recognised as major public company on ASX in 2003. Till now it has opened four

quality brand which are Tassal, Superior Gold, Tasmanian Smokehouse and De Costi Seafoods

which are producing fresh, canned, smoked and frozen Atlantic salmon grown in Tasmania. The

company’s main agenda is to create better tomorrow by serving its customers appropriately

and making side by side the environment and communities safe and healthy. To keep up with

their words, it has made a systematic platform for its employees, customers, investors and

suppliers. Apart from that the company has created its own 5 P’s that is People, Product,

Planet, Profit, Process to define itself that how determine they are in their work. Tassal Group

Ltd is an Australian Public Company engaged in the business of producing Atlanticsalmon for

over 25 years in Tasmania. From 1986, Tassal has grown from a marine site to a leading Salmon

producer public company listed on Australian Stock Exchange(ASX) in 2003. Tassal focus on

maintaining a sustainable environment in their workplace and provides health and wellbeing to

their consumers.

Themacro-environmentcanbeidentifiedasexternalvariablesthatarebeyondthecontrolof

theorganisation,butforwhichopportunitiesandthreatscanbeeithermitigatedorexploited for

competitive advantage (Sammut-Bonnici & Galea, 2014). Macro-environmental factors

canbecharacterisedastrendsorchangesinthefollowingcategories:Culture/Demographics,

Social, Technological, Economic, and Political/ Legal (Grewal,2017).

Culture/Demographics: Increased multiculturalism, has resulted in a diversification of tastes

 and food practices nationwide, including an increase of vegetarianism. Society’s culture and
way of doing things impact the culture of an organization in an environment. Shared beliefs and

attitudes of the population play a great role in how marketers at Tassal Group Limited will understand

the customers of a given market and how they design the marketing message for Food, Beverage &

Tobacco industry consumers

Social:

Changes in demographic patterns like aging population, migration trends and socio-

economic variables have paramount importance for international business organizations like

Tassal Group Limited. Studying the demographic characteristics can help Tassal Group

Limited. in choosing the right market segment/segments with high growth potential. The

business and marketing strategies are also influenced by migration. It is important for Tassal

Group Limited. to understand the people’s general attitude towards migration as it can

influence firms’ ability to bring international managers to host country. need to study the

traditionally assigned gender roles to align its marketing and communication practices

accordingly. Marketing and human resource strategies in a traditional, patriarchal society

with clearly distinguished gender roles will be different from societies with low gender

stereotypes.

Technological:Advancesin(patented)technologyhaveallowedforthecreationofconvincing

“sizzling,bleeding”meatalternative(Swanson,2016).BeyondMeatlookstocompetedirectly with

animal meat and not simply other “veggie”burgers.

 Economic: Type of economic system in countries of operation – what type of economic system
there is and how stable it is.
 Government intervention in the free market and related Food, Beverage & Tobacco
 Exchange rates & stability of host country currency.
 Efficiency of financial markets – Does Tassal Group Limited needs to raise capital in local
market?
 Political/Legal: Political factors play a significant role in determining the factors that can impact Tassal
Group Limited's long term profitability in a certain country or market. Tassal Group Limited is operating in
Food, Beverage & Tobacco in more than dozen countries and expose itself to different types of political
environment and political system risks. The achieve success in such a dynamic Food, Beverage &
Tobacco industry across various countries is to diversify the systematic risks of political environment.
Tassal Group Limited can closely analyze the following factors before entering or investing in a certain
market-

 Political stability and importance of Food, Beverage & Tobacco sector in the country's economy.
 Risk of military invasion
 Level of corruption - especially levels of regulation in Food, Beverage & Tobacco sector.
 Bureaucracy and interference in Food, Beverage & Tobacco industry by government.
 Segmentation and Target Market, Sample 2: Beyond Burger

After dividing the large diversified customer market into smaller groups with homogeneous
characteristics, Tassal Group Limited should wisely choose the target segment/segments
whose needs and expectations match the company’s resources and capabilities.

The targeting can be done by evaluating the commercial attractiveness and growth potential of
identified segments. Tassal Group Limited can choose one or more segments depending on
the segments’ characteristics and the company's resources, capabilities and growth objectives.

The commercial attractiveness and growth potential of each segment can be evaluated by
using the following indicators:

 Identified segments have the appropriate size

 Have concrete differences.
 The estimated profits should exceed the additional marketing costs.
 Segments are easily accessible.
 The Table 2 below specifies target customer segment for Tesco’s own brand TV – Tesco
19-230 18.5 inch Widescreen HD Ready LCD TV DVD Combi with Freeview:

  Target customer segment for Tassal

Segmentation bases
 Geographic Region UK, and 13 other countries
Density Rural and urban
     Age All age categories
  Gender Males and females
Income Low and middle income category
Demographic Occupation Students, employees, professionals
Education High school, technical, Bachelors,
  Social status Working class, skilled working class, lower middle class,
middle class
Family size Single individuals, nuclear and extended families
Psychographic Lifestyle Traditionalists, contended conformers
Personality Easy-going, determined
   Behavioural Occasions Regular
Benefits sought Cost advantage, variety
User status Active user
Attitude Sceptical, positive

According to the macro environment analysis above, the segment is identifiable, reachable and

substantial enough to be responsive and profitable. While targeting strategies include differentiated,

mass marketing, micro marketing and concentrated marketing, mass marketing should be applied for

Tassal.
Value Propositioning and Positioning, Tassal

Value proposition is the unique value of the company offerings provided to consumers that

intersect with consumer needs and wants (Stokes 2008). Tassal has been operating in

Tasmania for more than 30 years. Underpinned by its people’s passion and commitment, it is

now Australia’s largest producer of Atlantic Salmon and regarded as a global leader and industry

pioneer. It was the first company in 2014 to achieve the gold star rating of sustainable salmon

farming: ASC certification across all its sites. While we always strive for 100% compliance across

our operations, and on average achieve a Tasmanian industry-leading 95%-plus, we have a

focus on continuous improvement and a vision to create a better tomorrow. To bring sustainable

health and wellbeing to the environment and communities in which we operate, and to our consumers

through the products we deliver. To achieve our vision and mission we work with our employees, suppliers,

customers and stakeholders to deliver. Tassal ensures the creation of brand awareness through print and

TV advertising especially during major holidays like Easter and Christmas seasons. The market demand

from the same market segment incorporates different consumer needs, therefore, the possibility of users

having the desire for various and unique offers within the same segment. Such cases demand that the

product supplies brand with unique characteristics geared towards satisfying consumer needs. This

requires that the company prioritizes in accordance to distinctiveness, importance, superiority,

communicability, affordability as well as high levels of returns (Kotler and Keller, 2007).

Conclusion, Tassal

Inconclusionwiththeaboveanalysisofthemicroandmacromarketingenvironmentsaswell as

market segmentation and product position it can be shown that the target market for the

Tassal. The survival in the increasingly competitive market requires Tassal Group Limited to

set the clear differentiation basis that could provide an edge against rivals. The strategy on

positioning as used by the company ensures sustainability is maintained by producing and supplying

healthy food products to the market.