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Report on Marketing Strategy of Australian Sardine

   

Added on  2020-05-04

17 Pages3094 Words72 Views
Running Head: Food Marketing Food Marketing

Food Marketing 1Executive 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 analysiswill 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.

Food Marketing 2Table of ContentsBackground of industry and product...............................................................................................3Consumer Behaviour and Market Segmentation.............................................................................4Segmentation................................................................................................................................4Selection of the Target Market.....................................................................................................4Consumer Decision making process............................................................................................5Marketing Mix.................................................................................................................................6Integrated Marketing Mix............................................................................................................6Branding Strategy............................................................................................................................7Marketing Activities........................................................................................................................8Conclusion.......................................................................................................................................9References......................................................................................................................................10

Food Marketing 3Background 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 itis 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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