Competitive Marketing Strategies in English Tea Industry: Case Study of Tetley GB LTD

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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 ...