Assignment: 2

FEDERAL URDU UNIVERSITY,

Karachi
 SWOT ANALYSIS

WHAT IS SWOT ANALYSIS

The SWOT (Strengths, Weaknesses, Opportunities, and

Threats) analysis has been a useful tool for industry. The
process of utilizing the SWOT approach requires an
internal survey of strengths and weaknesses and an
external survey of threats and opportunities.
SWOT is a simple, easy to understand technique. It can
be used an end in itself. The purpose of this paper is to
demonstrate how SWOT can be used by administrators to
analyze and initiate new program offerings in vocational
education.
 SWOT ANALYSIS BETWEEN TAPAL
AND LIPTON YELLO LABEL

INTRODUCTION OF TAPAL TEA

Tea is one of the most popular drinks in the entire world and
the most widely consumed.
Beverage in South Asia. The demand for tea in Pakistan is very
high. With such a high
consumer base , the competition is also very intense. Brands
such as Tapal, Lipton,
Brooke Bond and Supreme, being the leading tea makers not only
compete with one
another but also face intense competition from loose tea.
Tapal is a well known name in Pakistan. In 1947, it started
business as a Tea leader and so celebrated its 55th anniversary in
2002. Their first shop was in Jodia Bazaar.
The journey of Tapal's remarkable success is the combined
efforts of three dynamic
generations of the Tapal Family. Tapal started out as a family
concern under the personal
supervision of its founder, Adam Ali Tapal. The company
continued to grow under the
management of the founder's son, Faizullah A. Tapal. . Currently it
is managed by the
founder’s grandson, Aftab .

INTRODUCTION OF LIPTON YELLOW

LABEL
Unilever is one of the world’s greatest consumer goods
company and Lipton yellow label is a product of Unilever .They
sell around 150 million products a day, which makes them worlds
largest food businesses and a leader in Home and Personal Care
markets. There brands meet people everyday needs for
nutrition ,hygiene and personal care and they are obsessed with
developing new products that reflect the way that people likes
and tastes are changing.

STRENGTHS
STRENGTHS OF TAPAL
 Continuous innovation for increased customer value, for
example:
 First to introduce soft pack in the country,
 The pioneers of introducing Jasmine Green Tea in Pakistan.
 The only company to introduce round-tea bags in Pakistan.
 The only company to develop an entirely new blend and
category (the
 mixture of leaf & dust).
 Tapal is one company that is catering to the needs of all
segments of the society.
 Export
 Tea cultivation
 Strong R&D team
 Brand sponsored shows such as musical concerts and
cricket tournaments.
 Good brand awareness in the local target market.

STRENGTHS OF LIPTON
 Experienced and quality management.
 Strong Ethical value (culture and heritage)
 Strong financial position
 Strong company image
 Success of the slogan
  Quality & variety
 Effective & attractive packaging
 Brand recognition
 Accessibility

WEAKNESSES
WEAKNESSES OF TAPAL
 It is a major hurdle for Tapal to position its tea abroad in the
minds of the
consumers and encourage them to indulge in brand
switching.
 Have to import some of their products from other countries,
which increase their
costs.
 Most of the sales are on cash, problem for the distributor
then they can switch to
competitors.
 Tight quality control procedures lead to higher costs and its
time consuming and
often discontent the suppliers.

WEAKNESSES OF LIPTON YELLOW LABEL

 High prices of the product
 Substitute products

OPPORTUNITIES
OPPORTUNITIES OF TAPAL
 In the long run there is going to be a lucrative market for Ice-
Tea and flavored tea.
 The market growth of the tea-bag market because of it
being easy to use.
  Customers are more attracted towards strong taste and
quality of tea offered by
tea providers.
 There are markets in Punjab, N.W.F.P and Balochistan, which
are not as yet
explored by competition.
 Duty free tea import from Sri Lanka and Bangladesh and
India.
 Green tea market is growing.

OPPORTUNITIES OF LIPTON
 Research & development
 Makes people active
 Brand is the part if traditional drinking habits
 Expansion in other areas of country

THREATS
THREATS OF TAPAL
 Strong marketing campaigns of Unilever makes it extremely
difficult for Tapal to
counter-attack because of low budgets.
 Unilever as a more established brand name than Tapal
worldwide.
 High import duties encourage smugglers of tea to grow.
 The unstable rules and regulation of the government hinders
the tea companies.
 Due to climatic conditions, when the weather of Pakistan is
mostly hot;
consumers would prefer soft drinks over tea.

THREATS OF LIPTON
 Strong competition in rural and urban areas

 Internationally increasing tea prices

 Political conditions in the country may be obstacle to

exports

 High inflation in the country can negatively affect the

brand