Analysis of Med Thau Maree SAS Company - Case Study Example

Strategic Marketing of Med Thau Maree SAS Company Executive Summary Thau Company is a public owned company located in France. It deals with the production of mussels and oysters. A medium sized company operates in both France and the rest of Europe. The company is strategically positioned as it is located on the shore, and the raw material is obtained from the sea. The company has succeeded to sell its products to the rest world. The marketing segmentation that it used has brought great positive impact to its growth. The company have become highly competitive in the market, and its products are fetching high demands from the customers (Cravens & Piercy, 2013). The company has partnered with various motels and resorts across Europe, and it has managed to sell most of its product. Objectives The principal aim was to establish seafood industry and search for reliable markets from France and the outside world. To make the seafood the favourite to the locals and to those who will have a chance to taste the Thau company products. To reach the rest of the Europe in ten years time and to the remainder of the world. Introduction Med Thau Maree SAS is a French based company, which specializes in producing mussels and oysters. The company group was established in 1989 and has grown consistently and today it has over a thousand employees where over thirty percent work internationally. Over forty percent of the companys revenue has been raised by the groups subsidiaries. The firm is on the shores of the lagoon of Thau. The company puts sustainability in the business to maintain the growth. The company has excellent strategies of marketing that has seen the growth of it. Since 2009, the company has been majorly investing in the new creative infrastructure that enables the company to produce big and high-quality oysters to fetch good market. The company sells the products in Europe and to the rest of the globe. The company uses segmentation to divide its workers (McLoughlin & Aaker, 2010). The segmentation also involves to the customers where they sort out their products according to the quality and take them to the market, and they will be sold according to the classes and the social status. Sometimes the products are limited; the company has to restrict the number of the products that are bought by the customers. This aspect helps to satisfy the clients. The segmentation enables the company to make choices when they are serving their clients. Due to the ever-increasing diversity in market and tastes of the clients, the company takes into consideration the aspects of serving many clients. They usually package their products in various quantities that are valued differently to enable the customers to purchase the supplies that they can afford. Med Thau Company has benefited most through the aspect of segmentation. The product differentiation helps the company to exploit various segments of the markets, which results in high profits. The segmentation has helped the company in knowing where different products will be sold and how they will be marketed. This aspect has led to helped in avoiding the confusion as the marketing is being done and the delays are avoided through this strategy. The efficiency of the Thau Company has been registered as high as possible since everything, that is supposed to be done always done at the right time, and the delays are not witnessed. The company has been successful in doing the segmentation by ensuring that the workers are grouped well, and each member knows what they are expected of them. This strategy has also helped in avoiding much consultation that delays the process (Cravens & Piercy, 2013). The segments are also grouped according to the market where the products will be sold. Various products are sold at different places, and this has led to the branding that is from the company to make sure that the products are easily identified and are sold at the right market at the right time. The segmentation as it is practised in Thau Company it has been of great help to the company and has contributed to avoiding the loss. The company has registered high gains over the short duration of time it has been operational. Competitive Advantages The company has been producing high-quality Oysters that are having high demands from the local people and abroad. The company is also enjoying the monopoly in the shore. This aspect makes the company the only firm that is dealing with the oysters and the fact that they produce quality products they usually fetch good market and the get real returns. The fact that the people of Europe likes the sea foods makes the products of the company to gain high demand from the population that is surrounding and even to the countries that no access to the sea (McLoughlin & Aaker, 2010). The aspect of the European Union, which allows the member states to trade with one another, makes the company sell the products freely to all the European countries. These factors have been of great benefit to the enterprise, and it has registered an enormous growth. The company has employed high skilled personnel who make high-quality products that are in high demand to the clients. This aspect makes the companys brand to highly recognized all over the Europe. The company also has collaborated with various motels and restaurants where it sells its products. The company get the ready market from those hotels, and the products have had an extra taste to those who get those restaurants. The company has witnessed a massive growth due to a good marketing strategy that it uses and their satisfaction to the customers. The equipment that is utilized by the Corporation is the modern ones that use the current technology; this makes the products that are produced to be of high quality and are highly demanded by the customers. Segmentation The company intended to cater for large working class and the middle-level class with the protein rich foods. These categories of the targeted group were chosen because they offered the ready market and were able to afford the products. The company deployed various marketing tactics to increase the awareness of the oysters and the mussels. The company use the tactic of the word of mouth to reach the locals. The idea proved to be cheapest and efficient in the marketing segmentation. The locals were made aware, and they provided a reliable market for the Thau products. The second tactic that was used was the use of the local store marketing. That aspect reduced the cost of making the awareness to the community. The targeted group were facing a challenge of poor eating habits (Strategic marketing planning: a critical part of market successes, 2008). The group that was targeted had some income thus; they had steady cash that was flowing. Product Portfolio The Thau Company has managed to produce the high-quality products that have gained high demand to the people from the France and from the rest of the world. The oysters and mussels that have been produced have achieved great fame from the customers. The company has achieved its objectives of reaching the out markets, and the client base have increased each day. The company has made people change their poor eating habits to a better one as they been able to access the cheap source of proteins. The company products are known across the Europe, and the company has started entering the rest of world markets (Tapp, 2012). For instance, the company has opened the Asia markets and the people of those countries are responding well with the product. Table 1: Data showing the company products ‘consumption. Product 1990 1991 1992 1993 1994 1995 1996 1997 1998 Oysters (Production in tonnes) 0.5 0.8 0.83 1.3 1.8 2.5 2.7 3.0 4.0 Mussels (Production in tonnes) 0.2 0.3 0.7 1.2 2.0 2.4 3.0 3.4 5.0 Conclusion and recommendation The Thau Company has managed to enter the market and has been able to reach the global scale. The products that the company produces have been of high demand to the people who have developed the taste for them. The data showed that the consumption of the Thau products has been growing steadily for the last ten years. The Thau products were slowly getting to the customers taste. At the start of the company, the oyster was going high demand from the customers. As time went, the locals were developing a tendency of eating the mussels, and this resulted in significant gains for the company as its sales went high. In 1994, the company ventured into the outside markets and the sales of that year went high compared to the sales of the previous years. The outside market provided a good market for mussels, and that resulted in high sales of mussels being registered that same year. The out market proved even better in the following years to the mussels as its sales continued to increase even it exceeded the sales of oysters. The company used the best strategy and out of that, it has managed to reap well. Thus, the proper market segmentation and the approach, in general, have helped the Thau Company to gain global success. References Cravens, D., & Piercy, N. (2013). Strategic marketing. New York: McGraw-Hill. McLoughlin, D., & Aaker, D. (2010). Strategic market management. Hoboken, N.J.: Wiley. Strategic marketing and planning: a critical part of market success. (2008). Strategic Direction, Tapp, A. (2012). The strategic value of commercialization: Expanding role within the company, Paper 2. Journal of Database Marketing, 9(2), 105-112. Read More