Huon Aquaculture: Is their brand a promise?
Huon Aquaculture: Is their brand a promise?
This case looks at the social licence and international expansion of Huon Aquaculture,
an ASX listed, Tasmanian, salmon producer. The Tasmanian salmon industry began in
1984, with Huon Aquaculture opening its doors in 1986. This has led to Huon
Aquaculture becoming a steward of high-quality salmon not only in Tasmania, but
also Australia wide. This case looks at how Huon Aquaculture might not only take on
the problem of maintaining their social licence, but also how they can grow their
organisation through a marketing perspective.
Keywords: List Huon, Aquaculture, Tasmania, Salmon, Smolt, Marketing, 8 P’s, social
licence.
Geographical setting: this case and the organisation that it focuses on is set in the
Huon Valley, which is in the southern half of the state of Tasmania, in Australia.
This case study was authored by Alistair Chong. The information presented here has been
compiled from published sources and is not intended to serve as endorsements, sources of
primary data, or illustrations of effective or ineffective management.
Copyright © 2020 by Manipal GlobalNxt University. To order copies or request permission to
reproduce materials, email cases@globalnxt.edu.my. No part of this publication may be
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Huon Aquaculture: Is their brand a promise?
Executive Summary
This case study is an analysis of the marketing mix of Huon Aquaculture, an Australian
Stock Exchange-listed salmon producer, with a local and national reach. This case
focuses on the image of Huon Aquaculture, and pinpoints two areas of concern,
being: their social licence to operate, and their potential for international expansion.
This case also analyses the extended 8 P’s marketing mix and gives context to these
principles of marketing to view two issues, namely: how can Huon Aquaculture
market themselves appropriately? It concludes that there is a possibility of Huon
Aquaculture growing if marketed appropriately. It is concluded that Huon
Aquaculture has a lot of room to grow but will have to change its marketing strategy
to get there.
