Market Potentiality of Tassal Group Limited in Japan and South Korea

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author Note

1INTERNATIONAL MARKETING
Executive Summary:
The purpose of the paper is to understand the market potentiality of meat or seafood products
of Tassal Group Limited in the one of the countries from Japan and South Korea. The paper
conducted a comprehensive company and product analysis for the chosen organization of
Australia. In the paper, the suitable country for the establishing international business was
chosen based on the conduction of comparative analysis by using the framework of PESTEL,
competitor’s analysis and buyer analysis. The paper presented a justification for selecting one
of the countries through the data and information from comparative analysis. The paper will
highlight the market entry strategy for the chosen country. From the analysis through the
mentioned framework the most suitable country for establishing business operation is Japan.
The paper concluded by exhibiting a summary of the key findings from the report.

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Table of Contents
Introduction................................................................................................................................4
Discussion..................................................................................................................................5
Company and Product Analysis:............................................................................................5
Aims, objectives and values of Tassal Group Limited:.....................................................5
Managing production.........................................................................................................6
Product offerings................................................................................................................7
Target market in domestic market......................................................................................7
Performance of the product................................................................................................8
Distribution, Pricing and promotion in Australia...............................................................8
Resources...........................................................................................................................9
Comparative Country and Product Market Attractiveness..................................................10
PEST framework of Japan:..............................................................................................10
PEST of South Korea.......................................................................................................11
Product Market Analysis......................................................................................................13
Japan.................................................................................................................................13
South Korea......................................................................................................................13
Competitor Analysis.............................................................................................................14
Buyer Analysis:....................................................................................................................15
Japan-...............................................................................................................................15
South Korea......................................................................................................................16
Market Selection with Justification and Opportunity Statement.........................................16

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Entry Strategy:.....................................................................................................................17
Conclusion................................................................................................................................17

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Introduction
The application of the principles of marketing for satisfying the requirements of the
population living across borders is known as International marketing. The process of
undertaking strategic marketing activities in country (ies) other than the domestic nation by
constructing marketing mix on a global scale is considered as the function of International
Marketing (Morschett, Schramm-Klein and Zentes 2015). International Marketing is
facilitated by customizing the offerings in accordance of the needs and preferences of target
market in another country. The strategies for entering into an international market includes,
exporting goods through direct or indirect approach, global web strategy (using the platform
of internet for brand exposure) (Lasserre 2017). Another strategy can be franchising and
licensing for a global exposure. Joint ventures and alliances are another strategy for
facilitating the process of international business and the decision of direct investment by
setting budget for establishing own facilities and offices. In International marketing, the
organization needs to understand the needs and wants associated with offering or servicing
consumers on the local market of chosen country with global standards. International
marketing includes the integrated application of global branding and global marketing (De
Mooij 2018). The strategic development and analysis of the brands includes the factors like
customer analysis, which is conducted for motivating, segmenting and assessing the trend of
the customers. Other constituents include competitive analysis and self-analysis, which will
present an overview of the strength and weakness of the organization (Gillespie and Riddle
2015).
The purpose of the paper is to understand the market potentiality of meat or seafood
products of Tassal Group Limited in the one of the countries from Japan and South Korea.
The paper will conduct a comprehensive company and product analysis for the chosen

5INTERNATIONAL MARKETING
organization of Australia. In the paper, the suitable country for the establishing international
business will be chosen based on the conduction of comparative analysis by using the
framework of PESTEL, competitor’s analysis and buyer analysis. The paper will present a
justification for selecting one of the countries through the data and information from
comparative analysis. The paper will highlight the market entry strategy for the chosen
country. The paper will be concluded by exhibiting a summary of the key findings from the
report.
Discussion
Company and Product Analysis:
The Tasmanian-based Australian company Tassal specialized in salmon farming. The
company was founded in the year 1986. The company is considered to be the largest producer
of salmon grown in Tasmania and serves to both international and domestic markets. The
total number of employees in Tassal as of June 2018 is 1,261. The company reflects a
capacity for producing 10 million smolt in a year by operating in a total of three hatcheries.
The company possess six marine regions with a standard pen of volume 11,600 cubic meter,
which holds enough salmon for producing around 120 tonnes during the time of harvesting.
The company has acquired assets, inventory and land from the Fortune Group of prawn
aquaculture business in the year 2018 (Tassal 2019).
Aims, objectives and values of Tassal Group Limited:
The company aims and focuses on offering a consistent high quality production with
safety regulations and wide availability for the consumers. The objective of the company is
focussed on producing high quality products with full accountability for the safety regulations
of our production process. The company aims at incorporating safety measures by promoting
the zero harm practices for ensuring safety for the consumers (Zarkasi et al. 2017). The aims