Marketing Strategy Analysis and Planning

This assignment delves into the intricacies of marketing strategy analysis and planning. It requires a thorough examination of diverse marketing frameworks and concepts, utilizing relevant academic sources like journals and books. Students are expected to analyze real-world case studies, demonstrating their understanding of how companies formulate and execute effective marketing plans in dynamic business environments.

Running Head: Food Marketing
Food Marketing

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Executive Summary
The objective of this report is to cover the marketing strategy of the “Australian Sardine”. Under
this marketing strategy, various elements will be covered in regards with the product which had
the biggest market share in the sea food industry in Australia in certain period of time i.e.
Australian Sardine. Now the, market share has been divided amongst the various other products
such as Australia Prawns, Salmonoids, tuna, etc. Marketing mix, segmentation and other analysis
will be covered in this report to identify the performance of the product in the target market. In
the next phase, decision making process and pricing, promotional strategies will be discussed for
enhancing its demand in the target market. In order to enhance the demand of the Australian
Sardine in the target market, marketing strategies are being used.

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Table of Contents
Background of industry and product...............................................................................................3
Consumer Behaviour and Market Segmentation.............................................................................4
Segmentation................................................................................................................................4
Selection of the Target Market.....................................................................................................4
Consumer Decision making process............................................................................................5
Marketing Mix.................................................................................................................................6
Integrated Marketing Mix............................................................................................................6
Branding Strategy............................................................................................................................7
Marketing Activities........................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Background of industry and product
Talking about the background of the sea food industry of Australia, it is known as the valuable
contributor in GDP of the Australia. Sea food industry of the Australia has a great level of
competition as various big companies such as Mackay Reef Export Pty Ltd., Ocean Exports Pty
Ltd., etc. are involved in the sea food industry. In 2007-2008, this industry’s contribution
towards the GDP of the Australia was $24 million and this figure was near to the agricultural
sector’s contribution towards the GDP. The regulation authority for this industry is Australian
Fisheries Management Authority and they manage all the activities in relation with the fishing in
national water while state level agencies manage the commercial and recreational fishing
activities in the state waters. While, talking about the Australian Sardine, it is a type of fish and it
is a strong flavoured finfish which can also be cooked as a whole and it is quite used in the
grilling and tandoori. In 2007-2008, Australian fish market contributed a huge share in the GDP
and the contribution of Australian Sardine was quite high as 33, 600 tonnes were landed and
traded in that year. As this product is quite underperforming the fish market of the Australia,
marketing strategies required to develop in relation with this product to enhance its demand and
the market share as well.

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Consumer Behaviour and Market Segmentation
Segmentation
Geographic: As per this segmentation process, organization needs to consider the audience on
the certain basis such as area, locality, etc. In this context, to boost up the market share of the
Australian Sardine in the target market, this type of segmentation process could be used. With
regards to the demand of seafood in the Australian market, bit promotional activities would work
in order to enhance the demand of the Australian Sardine (Armstrong, et. al., 2015).
Demographic: In this type of segmentation and targeting the audience, people are targeted on
the basis of their age, income, social class, etc. and in order to enhance the demand of the
Australian Sardine, this process will work as the price of the product is not such high. Hence, it
is affordable and targeting the audience with this process will be beneficial for the organization.
Psychographic: This type of segmentation process is different and in this process, people are
targeted on certain basis such as their lifestyle, values and personalities. As Australian Sardine is
a seafood product and it comes in non-vegetarian food category, hence; bit attention is required
while targeting audience because targeting the person with vegetarian food preference would not
acquire positive results for the organization as well as it will hurt the values of the particular
group of people.
Behavioural: In this type of segmentation process, people are targeted as per their behaviours
because the behaviour of the people may differ. As well as it is a seafood product, hence;
behaviour of the people is crucial concept in terms of targeting the audience. The people who

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will prefer the non-vegetarian food category should be targeted in order to attain adequate
results.
Selection of the Target Market
Selection of the target market should be done on the basis of the market research and through the
market segmentation process. These are the criteria through which consumer decision making
process becomes quite simple and to attain more positive results in terms of market selection,
organization could apply the following criteria in order to gain the adequate results:
 Identifiable: The target market selected for enhancing the demand and the market share
should be same in some relevant way. For promoting the seafood i.e. Australian sardine,

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non-vegetarian and the seafood lovers should be identified (Brandt, Cazzaniga & Hann,
2011).
 Measurable: Under these criteria, the demand of the seafood and especially the
Australian Sardine’s demand in the target market will be compared with the last year so
as to determine the scope of enhancement of the product’s market share (Fischer, et. al.,
2011).
 Sustainable: The new product should be marketed in the target market with reviewing
its future demand. If in a particular market, rate of non-vegetarian is declining
continuously then, promotion of the new product will not acquire positive results for the
organization from the particular area (Cornelissen & Cornelissen, 2017).
 Reachable: In order to promote the Australian Sardine, targeted audience should be
reachable with the available distribution and the communication strategies. With the
help of this, organization would be able to promote its product’s features in the target
audience effectively.
 Actionable: Under this step, organization’s target market must be capable enough so
that the aspects of marketing mix technique could easily be implemented.
The best approach will be identifiable approach for targeting the consumers for promoting the
Australian Sardine. This will help them to enhance the demand of their product in the non-
vegetarian food as well seafood consumer market. Their needs will be quite similar and
promoting the Australian Sardine in those markets will help the Australian government to gain
enhanced revenues (Czepiel & Kerin, 2012).

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Consumer Decision making process
This process consists of five steps i.e. need recognition, information search, evaluations of
alternatives, purchase and post-purchase behaviour. With the help of these steps, organization
could easily found the adequate way to communicate with the consumers in order to influence
the audience towards the product. The steps involved in this procedure does not require to be
followed in the same manner, it can be moulded as per the requirement of the seafood industry as
well as the buying stage of the consumer and the financial status (Ang, Benischke & Doh, 2015).
(Source: Zkjadoon, 2016).

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Marketing Mix
 Product: Australian Sardine is a seafood type of product and the speciality of this item
is that it could be cooked as a whole, it could be grilled too. In 2007-2008, this product’s
demand was quite high in respect of all the items available under seafood. In order to
enhance the demand of the product in the target market, product’s features such as
vitamins and protein present in the Sardine fish are the best components which could be
promoted (Greer & Ferguson, 2011).
 Price: Price of the product is quite affordable enough so that all the segments of the
consumers could purchase the product. Apart from this, appropriate pricing strategy such
as cost-effectiveness could be used in order to make the price of the product an important
factor for raising the demand of the product in the target market (Angeloska-Dichovska
& Mirchevska, 2017).
 Place: Distribution of the product plays vital role in enhancing the demand of the
product. This product should be made available to all the nearest stores of the
consumers; this will help the consumers to get the Sardine fish easily. Apart from this,
freshness of the product should also be concentrated and for that, organization needs to
adopt adequate quality measures in terms of keeping the product fresh (Gregor &
Hevner, 2013).
 Promotion: Various mediums are available in the market in order to promote the
product with regards to enhancing the demand of the product. As it is a consumable item,
the best technique for the promotion of Sardine fish will be making the availability of
this item in various forms in the reputed restaurants of the target market. Apart from this,

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its features and the advantages could also be used for promoting the product in the target
market. Other techniques such as internet mediums, social media platforms, etc. could
also be used in terms of enhancing the demand of the product.
Integrated Marketing Mix
It is a technique through which organization could approach to its targeted audience in an
effective manner with the help of integrated marketing communication channels. Mediums such
as advertisement, making public relations, direct marketing, social media and the sales
promotion techniques could be used in order to communicate with the targeted audience. This is
the approach though which the marketing mix technique’s value raises. The more organization
will communicate with its consumers and with the target market, the more demand of the product
could be raised (Akaka, Vargo & Lusch, 2013).

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Branding Strategy
Australian Sardine was enjoying a great level of success at certain point of time but due to rise in
the choices of the seafood items, its demand and the popularity gets declined. In order to enhance
the demand and the positive image in the target market, development of the brand is quite
necessary step. With the help of branding strategy, Sardine fish’s importance could be raised as
well as the lost market share could also be regained. Developing brand is the crucial element to
set up a positive image of the product in the target market (Aaker, 2010).
Setting up the goals, being flexible as per the market conditions, short-cuts should be avoided,
etc. are some of the methods involved in setting up the effective goodwill in the target market.
Providing adequate qualitative items at reasonable price, taking consumer’s feedback at serious
note, etc. are ways through which consumers could be influenced towards the Sardine fish
(Mohammed, Mohammed & Tahir , 2014).

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Marketing Activities
These are the activities through which consumer’s daily or regular routine could be broken in
order to gain some competitive advantage and to enhance the demand of the product. Pricing
activities, promotional activities, product placement, packaging and labelling, etc. activities are
included. These all are used to change the consumer’s behaviour and the perception towards the
product in order to make the consistent and enhanced demand of the particular product.
In this scenario, marketing strategies in relation with the Australian Sardine will be discussed in
order to interrupt the routine behaviour of the consumers. As consumers of the target market are
diverted towards the other seafood products except the Australian Sardine and in order to
enhance the demand of the Sardine fish in the target market, packaging and the labelling of this
product will be improved so that consumers could be influenced towards the promoted product
(Helms & Nixon, 2010).
Packaging and Labelling: This is the strategy though which organization could attract the
consumers towards the product. Improved packaging is the crucial feature of this product as this
is a consumable item. Preservative packaging would be a better option as this will help the
product to keep safe and fresh. Apart from this, appropriate labels such as mark of non-
vegetarian item as well as the other specifications should be pasted on the product’s packaging
so that consumer could attain all the adequate information in regards with the Sardine fish
(Johnston & Bate, 2013).
Merchandising: This is another crucial factor and the strategy which could be used in order to
enhance the market share of the product in the target market. It is the process under which

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particular product is displayed using visual displays, product design, packaging, pricing, etc.
Showcasing the attractive features at discounted rates is another important factor which could be
used in order to promote the Sardine fish to regain its lost position (Kim & Hyun, 2011).
Marketing Collateral: Media strategies are used to enhance the sales promotion and this
strategy is quite impressive and effective in terms of enhancing the sales of the particular
product. Under this strategy, organization could also use the tag line, attractive line or message in
order to influence the consumers with the appropriate brand name. And all these methods could
be used with the help of media platforms for maintaining the balance between the information,
promotional content so it could extract positive outcomes (Klein, 2016).

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Conclusion
From the aforesaid information, it can be concluded that the Australian Sardine is quite
impressive item which lies under seafood category. Australian fisheries had contributed a vast
amount towards the GDP of the Australia in 2007-2008 and Sardine fish was the major source
for fishery market of Australia. In order to regain the lost market share, various marketing
strategies had been discussed under this report in order to enhance the demand of the product in
the target market which was selected as per the various segmentation criteria.

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Ecosystems Approach For International Marketing, Journal Of Marketing Research, 21(4),
1-20.
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Market Entry Mode, Strategic Management Journal, 36(10), 1536-1553.
Angeloska-Dichovska, M., & Mirchevska, T. P. 2017, Challenges Of The Company In The
New Economy And Development Of E-Business Strategy, Strategic Management, 22(2), 27-
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Analysis. In Seminars In Cutaneous Medicine And Surgery, Frontline Medical
Communications. Vol. 30, No. 3, Pp. 141-143.
Cornelissen, J., & Cornelissen, J. P. 2017, Corporate Communication: A Guide To Theory
And Practice. Sage.

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Czepiel, J. A., & Kerin, R. A. 2012, Competitor Analysis, Venkatesh Shankar And Gregory
S. Carpenter, Handbook Of Marketing Strategy, Edward Elgar, Pp. 41-57.
Fischer, M., Albers, S., Wagner, N., & Frie, M. 2011, Practice Prize Winner—Dynamic
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Marketing Management, Vol. 40 (3), Pp. 424-438.

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