Competitive Marketing Strategies in English Tea Industry: Case Study of Tetley GB LTD
By
ACKNOWLEDGEMENT
I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.
DECLARATION
I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.
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ABSTRACT
The global market place is very competitive. The competition is ever increasing. That is why companies engaged in tea manufacturing sector in Britain have been working hard to meet the increasing demands of customers through various incentives in their marketing strategies. This dissertation is based on marketing strategies of Tetley Tea GB, Ltd, one of the leading British companies in the trade. The first chapter provides introductory concepts including problem statement, objectives, and limitations of the study. The second chapter is based on relevant literature review and provides PESTEL and Porter's Five Forces Model analysis for Tetley. The third chapter covers the methodology. The researcher has used mixed method research in this paper. The findings and analysis of results are presented in the fourth chapter while the fifth chapter concludes the dissertation, providing implications and recommendations for future research.
TABLE OF CONTENTS
ACKNOWLEDGEMENT1
DECLARATION2
ABSTRACT3
CHAPTER 1: INTRODUCTION1
Background of the Study1
Problem Statement3
Aims of the Study3
Objectives3
Significance of the Study4
Limitations of the Study5
CHAPTER 2: LITERATURE REVIEW6
Tetley's Business Background7
PESTLE Analysis for Tetley8
Porter's Five Forces Model10
Competitive Rivalry13
Competitive Marketing Strategies13
Niche Marketing Strategy16
CHAPTER 3: METHODOLOGY18
Research Design18
Research Method and Design Appropriateness18
Mixed Methodology18
Target Population and Sample Size23
Geographic Location23
Data Analysis24
Literature Search24
Reliability of Sources25
Research Validity26
Research Ethics27
Informed Consent27
Confidentiality28
Keywords Used29
CHAPTER 4: REPORTING OF FINDINGS31
Data Analysis31
Data from Literature Review31
Marketing Strategy of Tetley37
Tetley GB, Ltd, as a Market Leader39
SWOT Analysis of Tetley GB, Ltd, Britain41
Market segmentation and Target Market43
Interview Questions44
Interpretation of Questionnaire45
Discussion48
CHAPTER 5: CONCLUSION58
Summary58
Implications61
Recommendations64
Conclusion67
REFERENCES69
APPENDIX A73
CHAPTER 1: INTRODUCTION
Background of the Study
The tea sector is a vital component of Britain's economy providing 13 percent of foreign exchange earnings. Approximately 3.5 percent of total agricultural land is devoted to tea, and 40 percent of fertiliser sales were used by the tea sector. The tea sector is also the country's largest employer, providing employment to 11 percent of the total labour force in 1994. Currently, Britain is the largest exporter of tea on the world market. Moreover, Britain's and British teas are considered the highest quality in the world and subsequently receive the highest prices. However, the Britain's tea industry is currently facing a crisis, perpetrated by a diversity of causes. First, the cost of producing green tea leaves and manufacturing black tea is increasing rapidly. In fact, some of tea estates are operating at a loss. Britain has the highest cost of production among all major tea producing countries. With falling real world prices, the profit margin of Britain's tea producers is shrinking.
The decline in real prices can be attributed to a number of ...