External Factor Evaluation (EFE) Matrix

Weight Rating Weight Score

Opportunities
1. In Long Run, More Flavors in Tea can be Offered. 0.05 1 0.05
2. Strong Taste and More Improved Quality may Attract More 0.05 2 0.1
Customers.
3. There are Markets in Punjab, N.W.F.P and Balochistan, 0.1 4 0.4
Which are not Explored yet.
4. Increase in Population 0.15 4 0.6
5. Some People Leave the Tea in Summer but Ice Tea will 0.1 3 0.3
Attach them with Tapal Family.
6. Decrease in Imports by Cultivating on their Own Land. 0.05 1 0.05
Threats
1. Low awareness of Tapal ice tea. 0.15 4 0.6
2. Strong Marketing campaigns of Unilever, 0.1 2 0.2

3. Unilever as a More Established Brand Name than Tapal 0.05 1 0.05

Worldwide.
4. Unbranded or Substandard Loose Tea. 0.05 2 0.1

5. The Unstable Rules and Regulation of the Government 0.05 1 0.05

Obstruct the tea Companies.

6. Competitors (such as Unilever) are Global Leaders, they 0.1 3 0.3

have an Advance Technology.
TOTAL 1.00 2.8

Competitive
Profile Matrix (C P M)
TAPAL LIPTON

Critical Success Factors Weight Rating Weighted Rating Weighted

Score Score
Market Share 0.20 3 0.60 4 0.45
Product Quality 0.15 3 0.45 3 0.45
Customer Loyalty 0.17 2 0.34 4 0.2
Customer Service 0.25 3 0.75 4 0.2
Price Competitive 0.13 4 0.39 3 0.15
Advertisement 0.10 3 0.40 3 0.45
TOTAL 1.00 2.93 3.75
 Internal Factor Evaluation (IFE) Matrix
Key Internal Factors Weight Rating Weight Score
Strengths
1. Continuous Innovation 0.15 4 0.6
2. First to Introduce Soft Pack in 0.10 4 0.4
the Country.
3. Strong R & D Team 0.05 3 0.15
4. Strong Distribution Network 0.10 3 .3
5. Loyal Customer Base 0.10 3 0.3
6. Variation in Products 0.10 3 0.3
Weaknesses
1. Most of the Sales are on Cash, Problem for 0.10 2 0.2
the Distributor then they can Switch to
Competitors.
2. It is a Major Obstacle for Tapal to Position 0.05 1 0.05
its Tea Abroad in the Minds of the
Consumers
and
3. LowEncourage them
Allocation to Indulge
of Budget in Brand
to Tapal Ice Tea. 0.10 2 0.2
4. Tight Quality Control Procedures Leads to 0.05 2 0.1
Higher Costs and Time Consuming.
5. Many Product Lines but still not Able to 0.05 2 0.1
Knock Out Loose Tea.
6. Imports Resulting in Increased Cost 0.05 1 0.05
TOTAL 1.00 2.68
Marketing Strategy MARKETING OBJECTIVES: The objectives of the marketing plan are strategically
centered on 3 criteria: • To create a strong consumer awareness against unorganized tea product. • To
establish a wide brand recognition through the capture of market shares in the multi segment. • To
become the top market leader in that particular segment within the strong research and development.
 Sales and
Karachi and
demand Logistics
Raiwind
forcast

Final Product
Supply Chain taken to the Order Team
dockyard

Master
Production Distribution
Production Customer
Plan Team
Schedule

Master
Bill of Material Distributor Retailer
Required Plan
 Internal Strategic Position External Strategic Position
Competitive Advantage (CA) Industry Stability (IS)
Control over Supplier and -1.00 Growth Potential 5.00
Distributor.
Product Quality -1.00 Financial Stability. 5.00
Customer Loyalty -2.00 Technological Know How. 3.00
Product Life Cylce -1.00
Brand Image -2.00
Average -1.40 Average 4.00
Total X-Axis Score 2.6
Financial Strength (FS) Environmental Stability (ES)
Working Capital. 5.00 Price of Competition -4.00
Inventory Turnover 4.00 Demand Variability -2.00
Return on Investment. 4.00 Risk of International Expansion -2.00
Liquidity. 3.00 Price increase of Coffee Beans -3.00
Profit margin 3.00 Competitive Pressure -4.00
Average 3.80 Average -3.00
Total Y-Axis Score .8
Quantitative Strategic Planning Matrix ENTER INTO LAUNCH NEW /
NEW MARKET INNOVATIVE
PRODUCTS IN
EXISTING
MARKET
Key Factors Weight AS TAS AS TAS
Opportunities
1. In Long Run, More Flavors in Tea can be 0.08 2 0.16 4 0.32
Offered
2. Strong Taste and More Improved Quality may 0. 3 0.30 2 0.20
Attract More Customers 1
3. There are Markets in Punjab, N.W.F.P and 0.12 4 0.48 2 0.24
Balochistan, which are not Explored yet
4. Increase in Population 0.15 4 0.60 2 0.30
5. Some People Leave the Tea in Summer but Ice 0.05 3 0.15 3 0.15
Tea will Attach them with Tapal Family
6. Decrease in Imports by Cultivating on their 0.05 3 0.15 2 0.10
Own Land
Threats
0.15 3 0.45 3 0.45
1. Low awareness of Tapal ice tea
0. 2 0.20 3 0.30
2. Strong Marketing campaigns of Unilever
1
0.02 1 0.02 1 0.02
3. Unilever as a More Established Brand Name
than Tapal Worldwide
0.08 3 0.24 1 0.08
4. Unbranded or Substandard Loose Tea
0.02 4 0.08 3 0.06
5. The Unstable Rules and Regulation of the
Government Obstruct the tea Companies.
0.08 3 0.24 4 0.32
6. Competitors (such as Unilever) are Global
Leaders, they have an Advance Technology
Total 1.00
Strengths
1. Continuous Innovation 0.15 3 0.45 4 0.60
2. Introduced Soft Pack in the Country 0.10 4 0.40 4 0.40
3. Strong R & D Team 0.08 2 0.16 1 0.08
4. Strong Distribution Network 0.05 2 0.10 1 0.05
5. Loyal Customer Base 0.08 4 0.32 2 0.16
6. Variation in Products 0.12 3 0.36 1 0.12
Weaknesses
1. Most of the Sales are on cash, Problem for the 0.15 2 0.15 2 0.15
Distributor then they can Switch to Competitors
2. Major Problem is to Position its Tea Abroad in 0.07 3 0.21 1 0.07
Consumers Mind and Encourage them to Indulge
in Brand Switching
3. Low Allocation of Budget to Tapal Ice Tea 0.10 2 0.20 1 0.10
4. Tight Quality Control Procedures Lead to 0.05 2 0.10 1 0.05
Higher Costs and Time Consuming
5. . Many Product Lines but still not Able to 0.03 1 0.03 1 0.03
Knock Out Loose Tea.
6. Imports Resulting in Increased Cost 0.02 2 0.04 2 0.04
Total 1.00 5.80 4.39