Strategic Management of Tassal Group Limited in the Aquaculture Industry of Australia

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT
Executive Summary
The report is based on the analysis of an organization named Tassal Group Limited that
operates in the aquaculture industry of Australia. The demands in the industry and generic
strategies implemented by the organization have been analysed in the report in detail. The
external industry has been analysed with the implementation of Porter’s five forces model.
The recommendations are based on the ways by which the profitability levels of the
organization can be increased in order to maintain its sustainable operations.

2STRATEGIC MANAGEMENT
Table of Contents
Introduction and about the aquaculture industry of Australia........................................3
About Tassal Group Limited..........................................................................................3
Business level strategies of Tassal Group Limited........................................................3
Analysis of the generic business level strategies of the company.................................4
Porter’s five forces analysis of Aquaculture industry of Australia................................5
Implementation plan for the strategy.............................................................................6
Evaluation plan for the recommended strategy..............................................................7
Recommendations for future strategic direction of Tassal Group Limited....................7
Conclusion......................................................................................................................8
References......................................................................................................................9

3STRATEGIC MANAGEMENT
Introduction and about the aquaculture industry of Australia
As discussed by Bruce and Faunce (2017), agribusiness can be defined as the business
that is mainly based on the levels of agricultural production that is developed in different
countries. The different activities that are a part of the agribusiness based operations in
different industries include, crop production, agrichemicals, processing, seed supply and farm
machinery.
The growth of population in Australia has further led to the increase in demands for
the sources of food that are sustainable in nature. The demands for seafood have increased in
a huge manner in the last few years. The seafood demands have started exceeding the levels
of domestic production in the country. The process of domestic aquaculture is considered to
be an important aspect that has a major impact on the ways by which demands can be met.
The gross value of the aquaculture production has increased by around 12%
(Agriculture.gov.au 2019).
About Tassal Group Limited
Tassal Group Limited is an island that has a major maritime history and cool waters
as well. The major ambition of the organization is to produce fresh and healthy salmon that
had started greater than 30 years ago. Major importance is provided by the organization and
the management to development of quality food products. Sustainability is considered to be
the most important part of the operations that are performed by the organization
(Tassal.com.au 2019).
Business level strategies of Tassal Group Limited
The survival of an organization in the industry is mainly based on the advantage that
it is able to gain in the industry in comparison to its competitors. The development of a clear
differentiation with the help of its products is considered to be an important factor that can