TETLEY GB LTD.

International Strategic Management: Tetley GB Ltd.

International Strategic Management

Introduction to Company chosen

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. We chose to work on the analysis of marketing plan and various marketing strategies employed by Tetley GB Ltd. This will be our chosen company.

1. International Business Environment

The tea sector is a vital component of Britain's economy providing 13 percent of foreign exchange earnings. 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. Three of the four major manufacturers Lipton Tea Cola, Tetley, and Dr. Pepper (sales exceeding 80 million pounds) are multinational companies and are responsible for the vast majority of the production industry. In 1995, Tetley started its business in the United Kingdom with the commitment to become one of the most consumed tea brands of the twentieth century. The major competitor of Tetley is Lipton Tea Corp. Tetley offers fruit & herbal infusions, green teas and speciality teas in addition to its classic blend teabags. Tetley GB Ltd. operates as a subsidiary of Tata Tea (GB) Ltd.

Mission

Tetley's mission rests on the belief that a better tea is something that a better mind deserves. Hence Tetley wants to become a tea brand for people with better states of mind.

Objectives

The core objectives of the brand are:

To establish an extra-ordinary tea brand

To Care for people around the world

To become increasingly progressive in keeping up with the changing standards of the tea (See appendix for the key table indicating the financial performance of Tetley GB ltd.). According to the British retailers, the overall feedback of consumers about Tetley GB, Ltd, products is excellent. The consumers really like different brands of Tetley GB, Ltd, The retailers replied, three brands of Tetley GB, Ltd, give them high turnover. The first brand is Tetley GB, Ltd, decaffeinated tea, the second is chocolates and the third one is Nescafe coffee (Schmitt, 2003, 143-167).

Complexity and uncertainty are two terms that are often used for organizations that are looming in the competitive world, with no clear direction or corporate strategy whatsoever. Uncertainty is often related with risks in the business while complexity refers to the frequency of challenges faced by the company in the recent financial turmoil and intense competition (Porter, 1985, p. 109). It is the central point of the company's strategies to be cautious of its external surroundings in the business world.

For a company to succeed in the global tea industry, it needs to achieve critical mass and develop a distribution system that is strategically aligned with its brands and the international business environment facing the organization. Tetley Tea, GB, Ltd has already met these goals in 90% of the world's tea markets, while Lipton Tea has ...