Tassal Venturing in New Zealand: International Market Mix Strategy- Report Writing Assignment

This assessment requires you to develop the remaining sections of a comprehensive international marketing plan for your selected organisation in the new country target market. The final document should include your work from Asst 2 and 3, revised as necessary, as the first parts of the overall plan. The aim is to recommend a marketing mix strategy that will enable the organisation to achieve its objectives in the new market. This includes:

• objectives for the first 12 months of your plan;
• strategic recommendations for the 4Ps (or 7Ps), including the extent of standardisation vs. adaptation with respect to domestic or other international marketing plans already in place; and
• plans for managing, measuring and controlling the international marketing effort.

The report highlights the research of the Company Tassal which is situated in Australia about its entry in New Zealand. The report explains the identification of the market opportunity then a detailed situation analysis is made which includes the PEST analysis of NZ, market analysis, competitive analysis and a complete organizational analysis. In the end, A SWOT analysis is conducted for the investment of the company in NZ. Tassal commenced its operations in 1986 in Australia and has become the Salmon products and is the biggest employer in Australia’s Tasmania. The company started form a privately owned company and is now listed on ASX. The products of the company includes frozen, traditional fresh, canned, smoked and many other salmon products which are available for wholesale, retail and export markets. The company is headquartered in Hobart and has many offices in Margate and Huonville regions. They have their marketing and sales office in Melbourne. The company has two retail stores and that are in Victoria and Tasmania (Tassal.com.au, 2017). The company has presence all over Australia with over 2000 outlets around the whole Australia. The company owns 7 regional farming sites and they also have net cage system of farming. Now the company is planning to enter a new market with regard to their production and marketing facilities.