1.1 Shareholder analysis Group Limited (TGR) is the leader of producing Atlantic salmon in Australia. TGR was founded in 1986 and become public company listed on the ASX in 2003(Tassal 2014). In 2012, TGR formed partnership with the World Wide Fund and Nature Australia (WWF). TGR’s efforts in food safety, social welfare, animal welfare and, environmental and traceability aspects of the operations has earned itself the first company to achieve Best Aquaculture Practices (BAP) certification at farm level from Global Aquaculture Alliance (Sustainable Aquaculture 2014). TGR is making effort to excel in its management without ignoring its principles regarding quality, community and the environment. While producing superior salmon, TGR still prioritize customer needs by assuring them the food are safe for consumption. Hatching, farming processing , sales and marketing are the main business activities of TGR in Tasmanian Atlantic Salmon. TGR has made a in-depth research regarding the ethical aspects of fish farming, involving the feasible effects of antibiotics on consumers. Besides that, TGR is the retailer and wholesaler who offers different range of Atlantic salmon to the market. Their salmon comes in fresh, smoked, frozen, canned, hot smoked and small good ranges. These products are bought by Woolworth and Coles supermarket. According to the TGR's annual report 2013, the chairman and chief executive officer of the TGR had delivered the message to shareholders regarding the performance, operation and financial result throughout the strategic plan. The company has announced that they have clear sustainability plan and ensure that their strategic vision will be given high return to shareholders in the long term (Fitzgerald 2013). Zero harm, improve the business, maximise cash flow and gratifying returns are four strategic priorities to achieve the maximum