Opportunities: At one end, there is a shortfall for mustard in the Australian market. A shortfall in the local production of mustard seeds has led to the local growers having to seek import of around 200 tonnes of mustard seed from Canada (Wales, 2015). Australian bred lines hence have to make use of materials from Canada leading to changes in their production, too. This affects both local flavour expectations of consumer and the cost structures.
Secondly, there is a strong consumer market for specialty mustards in Australia. The more recent trend was a truffle mustard variety from a French company which was received very well. The costs of mustard ranges anywhere from low end mustards at 2 dollars per 20 ounces and more as in the case of the United States, and then, there are the specialty mustards as well. A niche market exists for the specialty mustards.
Threats: Some of the threats that exist for the company are that of the launch of the new mustard factors in Young. This new factory could become a threat as they are set to meet most of the major demands that would come for mustard within Australia.
The second major threat is that of the specialty mustards that are already present in the Australian market. This means high level of resistance in market entry especially in the form of price competitiveness. Now the strategy that Tin Mustard has followed in the US is a product based strategy where the product quality, its high end taste and more has handled the threat of its high cost. Now this strategy alone might not be enough in Australia. However, reducing costs completely would also not be a good choice.