Tassal Group Limited and Product Analysis

International marketing
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Tassal Group Limited and product analysis....................................................................................2
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Tassal Group Limited and product analysis
Tassal Group Limited is a Tasmanian-based Australian salmon farming company founded in
1986. It is the largest manufacturer of Tasmanian grown Atlantic salmon across the world. It
operates its business in Asia, New Zealand and Australia. Since 2003, it has been listed on
Australian Securities Exchange (Tassalgroup.com.au., 2019). Until 2017, its marketing revenue
is estimated by A$444.93 million. Its principal activities involve marketing, sales, processing,
farming and hatching of Atlantic salmon. Currently, the company harvests approximately 20,000
tons of salmon per year. This accounts for around 70% of Australia’s overall production of
Atlantic salmon (Vince and Haward, 2017). It is determined to be the Most Respected Industry
Leader in fishery, forestry, and agriculture sector. The company gives priority to the
management of good quality with the help of extensive procedures and policies.
The company's objective is as follows:
 To increase the market share by implementing development and marketing strategies
 To enhance the future market with seafood products
 To bring sustainable wellbeing and health to the communities and environment
 To increase market share within the Australian and international market
The company’s business strategies are to increase shareholder value through sustainable and safe
operations. It focuses on sustainability and quality of the products. The corporate strategy of the
company is to receive fish salmon and deliver them to retail, the wholesale market in Australia.
The people within the organization are highly passionate about serving sustainable and healthy
protein to increase demand both globally and in Australia (Vince, 2018). It focuses towards
producing innovative products and packaging along with the delivery of higher margin products.
Underlying fish size and biomass are expected to increase by 2020.
Over the last three years, the company has achieved a largely balanced community, financial,
operational, and environmental value. Its target fish size is approximately 5.00 kg HOG. Since
the last three years, it has provided efficient production of seafood products to its huge
consumer-base. The organization gets various opportunities to expand its business in Japan and
Thailand. Japan serves a competitive advantage to the company as it is determined to be a
politically stable country and follows a constitutional monarchy (Lyth, et al., 2016). On the other