"Individual Marketing ReportTable of Contents1. Tassal .................................................................................................................................................... 12. Analysis of Marketing Strategies of Tassal ....................................................................................... 33. Marketing Mix (4Ps) ........................................................................................................................... 64. Recommendations ............................................................................................................................. 105. Appendix ............................................................................................................................................ 10References .................................................................................................................................................. 14 1. TassalIt is a company that provides deliciousness Atlantic salmon to its customer's table. Thecompany not only aims to deliver taste, but it also aims high on makings its products that arehealthy and fresh to consume. The mission and vision set by the company has led the company tobe one of the leaders in Australia for providing the best Atlantic salmons.The TasmanianAtlantic Salmon are taken from the pristine waters. The company employees more than 800employees who are passionate to consume the seafood,which is delicious.The company isworking hard for achieving excellence through its operations by working on the set valuesrelated to quality, community and environment(Tassal.com.au, 2017).Key PointsThe company has a vision to create a better future. The mission of the company withrespect to the delivered products lies in bringing sustainable health and wellbeing to theenvironment and communities in which it operates. The employees are the asset of the companywhich helps in meeting their mission related to the suppliers, customers and stakeholders.Itensures its customers about the production of products that take care of the social andenvironmental aspects. Tassel follows the organizational culture to make it the best workingplace (Tassal.com.au, 2017).Marketing Background The marketing strategy behind the Tassal products include the audit and certificate fromthe Aquaculture Stewardship Council (ASC). This makes the products of Tassal to sustain itsoperations and feature in the process of marketing the Tassal products. This auditing is carriedout once in a year(Growth Initiatives & Equity Raising, 2017).The retail market of salmon has declined and became a margin market. On the other handit costs high for market services in terms of both operational and financial perspective(Ryan andCreswell, 2016).It believes in providing quality salmon products that are fresh, smoked, canned andfrozen. It also takes care of the various needs of the customers, so it has various brands under itto fit to its customer needs. The brands which has high quality are Tassal, Superior Gold andTasmanian Smokehouse(Tassal.com.au, 2017).1 Figure: Quality Brands of Tassal(Tassal.com.au, 2017).Position of TassalAccording to the consensus forecast of April 21, 2017, the 5 polled investment analystsstated that Tassal will be outperforming the market. When compared to the previous year’sconsensus forecast during August 21, 2016, the company was suggested to improve its position.On the other hand, immediately the next year it showed gaining its position with its hard work(Markets.ft.com, 2017).Special AttentionsThe special attentions which the company is practicing includes ASC certification, itscustomer needs, then concern towards the environment and its communities.Further, it producesgrains and protein meals, then chicken meal, blood meal and chicken oil for feeding the fish,then the wild fishes are used a resource that is ensured to be harvested using the responsibleforage fisheries. It takes 1.90 kilo grams of forage fish, which contains 95grams of fish oil and85grams of fish meal for feeding the Tassal salmon. Along with the forage fish,371 gram ofexcess meal is also provided from the land animals. This process leads to the production of a kilogram Tassal salmon (Tassal.com.au, 2017).Environmental FriendlyTo save the environment Tassal uses the other big suppliers of feed and WWF-Australiafor reducing the input of forage fish meal and on the other hand increase the protein content fromvarious other healthy sources, to prevent the planet Earth (Tassal.com.au, 2017).2 Figure: Tassal Salmon feeding process(Tassal.com.au, 2017).Customer NeedsExcellent farm sites are spotted for growing the harvest of the salmon for good qualityfish, which has more health benefits. To take care of the fish production, the fish veterinarian andfish researcher take proactive actions and practice them dedicatedly(Tassal.com.au, 2017).If any antibiotics are used on the fish by the veterinarians, then a long duration is givenfor the fish to recover from the antibiotics and this helps in providing quality fish to itscustomers(Tassal.com.au, 2017).2. Analysis of Marketing Strategiesof TassalThe 4Ps of marketing mix for Tassal includes the following:Product The main products of Tassal are the smoked, canned and frozen salmons.Services provided by Tassal are quality products that are certified from the SCS Global Services(SCS), Accreditation Services International (ASI), accredited conformity assessment body(CAB), and in direct accordance with ASC requirements.The suppliers and customers of Tassalare from the regions of Australia, New Zealand and Asia.3 1. Strategies Applieda) The strategy implemented by Tassal on its product includes to havevarious options for its customers, it might be either the product or thebrand(Tassal.com.au, 2017).b) Then the dual local/import supply strategy is the risk managementstrategies applied on the products (Tassal.com.au, 2017).2. Sustainability Practices Implementeda) The Tassal Group has ensured sustainability by embedding the policiesthat address all the operations, environment, remuneration, occupationalhealth, diversity, safety and in climate changes(Sustainability is the key toour future, 2011).b) Then, effective risk management is implemented for sustainability(Sustainability is the key to our future, 2011).PriceEthical and valued price is offered for the salmon products by Tassal. The pricing of theTassal products follows rebalancing the sales mix and ensures in right pricing.1. Strategies Applieda) Tassal believes to optimize the sales mix and price, which is possiblewhen the delivery process is implemented with the best operationalpracticeand supply chain returns (Ryan and Creswell, 2016).2. Sustainability Practices Implementeda) The sustainability strategy for price set by Tassal is that there must bestronger domestic pricing, then the cost for promotion must be low andthemargins must be in higher units(Sustainability Report, 2014).b) It also ensures to increase the grossand net pricing along with theincreasing the exposure formarketing(Sustainability Report, 2014).PlaceSuitable and goodplace is spotted for harvesting the salmons like the Hobart in the city ofTasmanian, Australia. The products are distributed to the parts of Australia, New Zealand andAsia.1. Strategies Applied4 a) The main strategy in selecting the place for the Tassal group’s Salmonharvest is to research on the regions that are good for the managementplans for the fish’s health. The risks like potential diseases, fish health andbiosecurity measures, fish health monitoring, harvest protocols andtraining requirements are researched thoroughly(Businessreviewaustralia.com, 2017).2. Sustainability Practices Implementeda) The place which has possibilities for growth(Sustainability Report, 2012).b) Then to maintain and improve the social license for operating inTasmania(Sustainability Report, 2012). Promotion1. Strategies Applieda) Tassal ensures ethical, open, fair and persistentapproach for promoting itsproduct (Sustainability is the key to our future, 2011).2. Sustainability Practices Implementeda) Tassal uses framework of corporate governance policies and practicedocuments to outline the commitments of Tassal in an ethical, open, fairand persistent when promoting the interest of shareholders,employees andcustomers, and broader community interests(Sustainability is the key toour future, 2011).Current Position of Tassalth The current position of Tassal in the market is shown in the below graph dated on 27April, 2017 (Sharefundamentals.com, 2017).5 Figure: Graph displaying the strength of Tassal(Sharefundamentals.com, 2017).3. Marketing Mix (4Ps)Top CompetitorsThere are many competitors of Tassal, among them the top five competitors are listedbelow(DataFox, 2017):1) Northern Wind, Inc.2) Orca Bay Seafoods3) Hyacinthe Parmentier4) Boston Sword & Tuna5) Cannon Fish CompanyClosest Competitors When the nearest competitors are considered in Tasmania, the companies like HuonAquaculture and Petuna Seafoods are named first (Reputation Rating Worldwide, 2017). Thedifference between the closest rival of Tassal is provided in the below Table:Sl. Marketing Huon Aquaculture Petuna Seafoods Tassal 6 No. Mix (4Ps)1. Product? Has good ? The product ? Has best qualityquality is lower than product.product. Huon? The products ofAquaculture? It has Global Tassalhas theand Tassal.G.A.P. certifications ofcertification, ? The products AquacultureHACCP, of Petuna StewardshipAQIS, Global Seafoods is CouncilSalmon certified with (ASC)(Tassal.com. Initiative Aquaculture au, 2017).(GSI), Stewardship? The yield ofAustralian Council product, sales andPackaging (ASC)(asc- market cap areCovenant aqua.org,higher thanHuon(APC) 2017).Aquaculture andcertifications? The yield of Petuna(Digital, 2017).product, sales Seafoods(TradingFl ? The yield of and market oor.com, 2017).product, sales cap are lower? Tassal providesand market cap thanTassal,various brands andare lower and Huonproducts for itsthanTassal, but Aquaculture.customersit is higher than? There are no (Tassal.com.au,Petunaother brands 2017).Seafoods(Tradi and productsngFloor.com,like Tassal.2017).? There are noother brandsand products7 like Tassal.2.Price The price is lower The price offered? The price is higherthan Tassal, i.e., are lower than thethan Huon$3.19(TradingFloor. prices offered by Aquaculture andcom, 2017). Huon AquaculturePetuna Seafoods,and Tassal.i.e., $4.10(TradingFloor.com,2017).? It optimize the salesmix and price(Ryanand Creswell,2016).3.Place? Farming ? Farming ? Farming salmon issalmon is salmon is intense by thisintense by this intense by companycompany this company (Huffington Post(Huffington (Huffington Australia, 2017).Post Australia, Post? Best harvesting2017). Australia,spot is researched2017).? Suitable place and selected.for harvesting ? Suitable placethe salmon is for harvestingselected. the salmon isselected.4.Promotion It is very low is? It is marketed ? It promotes itscost and isby its low cost product byaffordable for theand fair quality providing the bestpeople who can’tproduct. healthy salmon.afford the highprice? It also focuses ? It makes uses offor the Salmon.on marketing ethical, open, fair8 the product.andpersistentapproach? The strategyfor the purpose offor motion ispromoting itsbuilding itsproduct(Sustainabil brand name,ity is the key to ourbringingfuture, 2011).difference inthe ? It also ensures incompetitors, maintaining theirthen educating brand name, thenabout the educating about thesalmon to its salmon to itscustomers and customers andmaking it more making it moreavailable to available to them inthem various brands.(GROWINGFOR THEFUTURE,2015).It ranks number two Its rank is very It ranks number one5. Rankin Australia for much far when globally(Ausfoodnews.co farming the compared to Huon m.au, 2017).Salmon(ABC News, Aquaculture and2017). Tassal.Macquarie Macquarie Macquarie Harbour(ABC6.HarbourHarbour(ABC News, Harbour(ABC News, 2017).2017). News, 2017).7.Target Seafood Seafood SeafoodMarket8. Allegations This company Petuna has shown? There is an9 accuses the support to EPA allegation made byAustralianGovernme (The Advocate, Huon that Tassalnt 2017). fails to protect thefor“Discriminatory environment.decision making”, Because it is takingby challenging the more tons of fishEnvironment from theProtection Authority harbour(Themercur (EPA)(The y.com.au, 2017). Advocate, 2017). ? Tassal has shownsupport to EPA(TheAdvocate, 2017).4. RecommendationsIt is recommended to concentrate on social media based technology to gather morecustomers, this will improve the product’s marketing mix in being more competitive andsustainable. It is also suggested to increase the word of mouth technique, for the product to bemore trusted and accepted by a large number of customers.It is important for Tassal to work on increasing the customer loyalty (Witcomb, 2017).Then the domestic wholesale and retail sales must be concentrated to improve, this will decreasethe reliance of the company on low-margin exports. Further, Tassal must ensure to havecontinuous investment in the fixed assets like the processing facilities it contains. The veryimportant point that Tassal must consider is to save the nature and strictly follow the governmentregulations on farming the salmon.5. AppendixSWOT AnalysisThe SWOT analysis for Tassal is mentioned below(Swotanalysis24.com, 2017):Strengths 1) It believes in customer satisfaction by fulfilling their different needs.2) Provides good quality salmon products that are healthy and safe.10 3) It ensures to safeguard the environment and its community.4) It has the best organizational culture.5) It is the leader for providing the best Atlantic salmons in Australia.Weaknesses1) The weakness revolves around the market size in future.2) The other weakness of Tassal is that the profit of the company is interconnected with thefish feed prices. This can impact with volatility based on the supply (Witcomb, 2017).3) The risks of fishes getting affected with diseases is also a weak point for the company,which can have a huge loss(Witcomb, 2017).Opportunities 1) It can become the best service provider.2) It can extend its business globally.3) The increasing demand.4) Development of new gains.5) There is an opportunity for expansionary investment, which gives anticipated profit(Witcomb, 2017).6) There is also an opportunity to increase the growth rates and profit.Threats1) The new entrants can be a threat to the company and its products. 2) The other threat is the increasing interest rates.3) The warming climate can be a threat (Witcomb, 2017).4) The fish disease can be a threats(Witcomb, 2017).5) Management must practice effective strategy and plans in controlling the process in thecompany, if it fails it cannot be considered as a fatal error (Witcomb, 2017).Positioning Chart11 Figure: Share price performance of Tassal (CapitalCube, 2016)The share price performance relative to peers in the previous year shows that Tassal has aleading position. The above graph depicts that the share price performance of TGR-AU for 11.80percent in the previous year is over the peer median of -9.38 percent. Moreover, for a month theshare price performance for 1.71 percent is over the peer median of -3.33percent. Therefore, thisrepresents that Tassal is the performer who leads the competition with respective topeers(CapitalCube, 2016).The Tassal’s score of earnings show 12.87, whereas its relative valuation is“Undervalued”. Where “Undervalued” refers to the benefit in future, which can increase themomentum of sustainability (CapitalCube, 2016).12 Figure: Earnings momentum of Tassal (CapitalCube, 2016)13 ReferencesABC News. (2017). Salmon farmer accuses government of failing to protect World Heritagearea. [online] Available at: http://www.abc.net.au/news/2017-02-06/huon-aquaculture- lawsuit-tasmania-government-macquarie-harbour/8244330 [Accessed 28 Apr. 2017].asc-aqua.org. (2017). Petuna Seafoods. [online] Available at: http://www.asc- aqua.org/upload/4_201600907_Petuna%20Pty%20Ltd_Long%20Reach%20Farm_CERTIFI CATE.pdf [Accessed 28 Apr. 2017].Ausfoodnews.com.au. (2017). Tassal tops global salmon sustainability report | Australian FoodNews. [online] Available at: http://www.ausfoodnews.com.au/2016/08/22/tassal-tops- global-salmon-sustainability-report.html [Accessed 28 Apr. 2017].Businessreviewaustralia.com. (2017). Sustainable aquaculture: Tassal’s clear growth plan for thefuture. [online] Available at:http://www.businessreviewaustralia.com/Tassal/profiles/39/Sustainable-aquaculture:- Tassals-clear-growth-plan-for-the-future [Accessed 27 Apr. 2017].CapitalCube. (2016). Tassal Group Ltd. breached its 50 day moving average in a Bullish Manner: TGR-AU : August 22, 2016. [online] Available at:http://www.capitalcube.com/blog/index.php/tassal-group-ltd-breached-its-50-day-moving- average-in-a-bullish-manner-tgr-au-august-22-2016/ [Accessed 27 Apr. 2017].DataFox. (2017). Top 5 Tassal Operations competitors in the food and cpg Industry. [online]Available at: https://datafox.com/competitors/tassal-operations [Accessed 26 Apr. 2017].Digital, I. (2017). Our Certifications - Huon Aquaculture. [online] Huon Aquaculture. Availableat: https://www.huonaqua.com.au/sustainability/approach/accreditations/ [Accessed 28 Apr.2017].GROWING FOR THE FUTURE. (2015). Huon Aquaculture Group Limited.Growth Initiatives & Equity Raising. (2017). Tassal Group Limited. [online] Available at:http://www.aspecthuntley.com.au/asxdata/20170302/pdf/01835204.pdf.14 Huffington Post Australia. (2017). Everything You Should Know About Salmon Farming.[online] Available at: http://www.huffingtonpost.com.au/2016/11/10/everything-you- should-know-about-salmon-farming/ [Accessed 28 Apr. 2017].Markets.ft.com. (2017). Tassal Group Ltd, TGR:ASX forecasts - FT.com. [online] Available at:https://markets.ft.com/data/equities/tearsheet/forecasts?s=TGR:ASX [Accessed 26 Apr.2017].Reputation Rating Worldwide. (2017). Tassal - Reputation Rating Worldwide. [online] Availableat: http://reputationratingworldwide.com/tassal/ [Accessed 27 Apr. 2017].Ryan, M. and Creswell, A. (2016). FY16 Results. Tassal Group Limited. [online] Available at:http://www.tassal.com.au/wp-content/uploads/2016/08/FY2016-Results-Investor- Presentation.pdf.Sharefundamentals.com. (2017). TASSAL GROUP LIMITED - Fundamental AnalysisSummary - ?ShareFundamentals.com. [online] Available at:http://www.sharefundamentals.com/InvestmentAnalysis/Fundamentals_Summary/tassal- group-limited/TGR.AX/ [Accessed 27 Apr. 2017].Sustainability is the key to our future. (2011). Sustainability Report. [online] Available at:http://www.tassal.com.au/wp- content/uploads/2014/04/Tassal%20Sustainability%20Report%202011.pdf.Sustainability Report. (2012). [online] Available at:http://www.republicast.com/publications/66c140edc03347f9ace4433bcc76c15a/034ac90c16 f54b04b0801dd75eac7346/Tassal%20Sustainability%20Report%202012-2013.pdf[Accessed 27 Apr. 2017].Sustainability Report. (2014). [online] Available at: http://www.tassal.com.au/wp- content/uploads/2015/04/Tassal-Sustainability-Report-2014.pdf [Accessed 27 Apr. 2017].Swotanalysis24.com. (2017). TASSAL GROUP LIMITED comprehensive SWOT analysis -Strengths, Weaknesses, Opportunities, Threats of TASSAL GROUP LIMITED. Find 1.[online] Available at: https://www.swotanalysis24.com/swot-t/106440-swot-analysis-tassal- group-limited.html [Accessed 27 Apr. 2017].15 Tassal.com.au. (2017). Tassal Growth Continues. [online] Available at:http://www.tassal.com.au/tassal-growth-continues/ [Accessed 27 Apr. 2017].The Advocate. (2017). Salmon court case. [online] Available at:http://www.theadvocate.com.au/story/4625916/salmon-court-case/ [Accessed 28 Apr.2017].Themercury.com.au. (2017). Claims of fishy business. [online] Available at:http://www.themercury.com.au/news/huon-claims-discriminatory-decision-making-by- regulators-on-macquarie-harbour/news-story/dc2949c5e33de9888f692cc6071d6fe8[Accessed 28 Apr. 2017].TradingFloor.com. (2017). Fishing for returns in Tassal Group. [online] Available at:https://www.tradingfloor.com/posts/fishing-for-returns-in-tassal-group-7805455 [Accessed28 Apr. 2017].Witcomb, G. (2017). Don't get hooked on Tassal. [online] Intelligent Investor. Available at:https://www.intelligentinvestor.com.au/dont-get-hooked-tassal-0 [Accessed 28 Apr. 2017].16 "