tata tea - micro & macro environment
TRANSCRIPT
Introduction
• Tata Tea is a subsidiary of “Tata Global Beverages”
• It is the largest packaged tea brand and second largest supplier of branded tea in the world
• Product and brand presence in over 40 countries• Year to date profit volume of Tata Tea grows by
14% as compared to Previous year
History
• 1964 : Tata Finlay is born with JV of Finlay, UK• 1976 : Finlay is bought out• 1983 : Tata Tea is born• 1991 : Enters the brands business• 1993 : JV with allied lyons PLC, Tata Teltley is born• 2000 : Tetley is acquired• 2005-2009 : Acquired Good earth USA, Jemca Czech R,
Jokels Tea SA 33% share, Vitax Poland• 2010 : Tata Global Beverages corporate brand announced
Micro Environment
Company• Ranked second most trusted
beverage brand• Trades in 40 countries & owns 51
tea estates across India
Suppliers• Distribution network connecting
over 2500 stockiest & 1.7 mn retailers
Market
Intermediaries• First company in India to setup
processing & packaging facilities at tea estates itself.
Competitors• Brooke Bond• Lipton• Assam company• Harrisons Malay• Diana tea
Publics• Employs around 59000 people in India, Sri
Lanka, especially in Assam, West Bengal.
Customers• People preferring tea within different brands
based on their choice of price.
Macro Environment
Demographic• Target lower, middle section
of the society• Mostly consumed by joint families• Lower income group
Natural• Launched Tata green tea (TETLEY)• Added real spices such as Cinnamon,
Cloves, Cardamom & Ginger
Political Factors• No political factors are affecting Tata Tea
Economical Factor• Budget• Reduction in Custom Duty
Social• Not able to sell in all regions because of
taste preferences and low income of people
Technological factors
• Crop declines by 10% due to adverse weather conditions and old farming Technologies