Current era has observed that prevailing macro environmental indicators would only allow those firms that would pursue sustainable strategies, by realizing their responsibility towards all stakeholders as well as society. Firstly, customer relation building became popular, but now, it is inevitable for firms to build strong relations with all stakeholders including customers, suppliers, competitors, government and regulatory authorities, press media and local society (Hollensen, 2015). Taking the example of Heller, it is clear from the study that how by taking active part in community work, and realizing corporate social responsibility, firm has gained competitive edge upon rivals. Sausage for school campaign …show more content…
In order to understand the marketing management tactics being adopted by Hellers, a brief industry analysis would give a holistic overview of marketplace. Processed seafood and meat in New Zealand has remained segmented market where most of the players are private, operating in seafood, poultry and red meat. The main reason behind such segmentation is consolidation of these manufacturers in specified areas of red meat, sea food or poultry. To some extent, there is a crossover between red meat and poultry. Talking about the sea food, government of New Zealand has imposed QMS (Quota Management System) restriction to dictate the total raw sea food amount to be extracted from sea per year. Due to this limitation, sea food processors have solely concentrated into separate category. Hellers has adopted the neutral pricing strategy to get into the market. It has been providing quality food at competitive prices. Prime most competitive edge of Hellers over rival firms is its five generational experience, and ability to adapt with the changing environment. Its innate ability has enabled it to get detailed customer insights. Hellers understand that people desire the local butcher craft along with 24/7 grocery convenience. In order to adapt with the changing market environment, Hellers has reinvented from hanging sign, to new logo, to traditional butcher stripes to its …show more content…
However, before doing this, a detailed analysis of internal and external environment is required by assessing the organizational strengths that would be leveraged to capitalize over the opportunities and weaknesses that could be vulnerable towards probable threats imposed by macro-environment. For instance, on the basis of available information, a brief SWOT analysis of Hellers company is given below:
Strengths
Hellers competitive edge lies in its core competencies. Its premium quality has won the hearts of customers. Moreover, firm has attained a very strong position in market and has been acting as market leader, which is very hard to compete. Company has rebuilt its brand and its newly built strong brand name is it’s another strength (South, 2011).
Weaknesses
Initially, the firm’s communication strategy was weak, due to which customers were not fully aware of premium quality being offered by firm. However, upon recommendation of Simpatico, company has overcome its weakness to a great extent by running different marketing campaigns.