Assignment

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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

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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

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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 IceTea and flavored tea.  The market growth of the tea-bag market because of it being easy to use.

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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

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