Académique Documents
Professionnel Documents
Culture Documents
Dipti Bharwada
Jayesh Mankame Jini varghese Rani Pansare Sagar Pitale
Vision:
Build long lasting relationships through trust by maintaining the Quality. Be result oriented. Be progressive and lead from the front. Change with the times. Be socially responsible. Return to the society a share of the gains from commercial enterprise.
Objectives:
Main objective is to become a national player. Wagh Bakri Tea Lounge objective is to offer consumers tea in a style of their own and enjoy drinking with their favorite choice of snacks.
Industry rivalry
Approx 700 tea companies in India having intense rivalry among them Market dominated by large unorganized players. Low switching Costs. Slow Industrial growth
Strengths
The company has an advantage of its marketing research. The company has the quality consistency in their products and they are very keen about the quality of their product. The company has a variety of quality product according to the taste of consumers. The company has a great advantage of their goodwill in the market.
Weakness
Though the company has third position in the market, yet they have not captured the all over world market. One of the weaknesses of the company is oolong tea, it is mainly exported but it is not sold in domestic market even if may captured a good market share. It is tuff to sell tea in those regions were mainly people are non-tea drinkers.
Opportunities
To be a Market Leader nationally. Market Opportunity in Mumbai and to capture the Mumbai Local market. Launch of Exclusive tea bars ( Opened in Mumbai and now at other places.) Export Potential in some major Countries. To come up with New flavors of tea apart from the existing Flavors New Product Development Export Potential. Mergers and Acquisitions.
Threats
Rising inflation, which reduces disposable income of consumers Threat from loose tea Market Shares. Competition from MNC Global Competition Low Barriers. Globalization. The company faces competitions by HUL who has 10% growth in market. The company faces severe competition with regional players in some regions.
Nav-chetan for lower segment people Mili tea for mass market
BROAD DIFFERENTIATION:
Tea Bags- Staple Free bags ( Only company in india having staple free machines)
Consistent Quality and quality control for all the kinds of tea.
Backward- By purchasing Tea Plantations for increasing the quality of products. Forward- Tea Lounge by giving wet sampling.
Entering new business: Tea Lounge Tea Plantations Related Diversification: Introduction of Iced tea with different flavors. Introduction of Coffee in the Future
PRODUCTS M A R K E T S
PRESENT NEW PRESENT Tea Blending Retailing Iced Tea Tetra Packs Organic Tea Introduction of Coffee
NEW
BCG Matrix
Market Share High Low
L o w
Mili Tea
Tea Bags
Competitive Strength Measure Relative market share Technology and innovation capabilities Brand name reputation/image Quality Control Price Competencies
Degree of profitability relative to competitors Sum of assigned weights Competitive strength rating
0.05
1.00
0.15
5.9