Aaesha Salian Dipti Bharwada Jayesh Mankame Jini varghese Rani Pansare Sagar Pitale
Be result oriented.Vision:
Build long lasting relationships through trust by maintaining the Quality. Wagh Bakri Tea Lounge objective is to offer consumers tea in a style of their own and enjoy drinking with their favorite choice of snacks. Be socially responsible. Change with the times. Be progressive and lead from the front. Return to the society a share of the gains from commercial enterprise.
Mission Statement:Serving the Taste of trust
Main objective is to become a national player.
Low switching Costs. etc. Slow Industrial growth
Bargaining Power of Buyers
Large Number of Buyers Buying the Product Bargaining Power of Buyers is extremely High as many options available Not Much product Differentiation in terms of taste and also Low switching Cost. Products
Existing Consumers are Loyal Substitute Product price may be lower and price war is unavoidable Substitute Product Quality and Performance may be
. Buyers Purchase large Proportion of Industry Total Output
Threat of Substitute Substitutes Like coffee.
Bargaining Power of Suppliers
Large Number of Producers of tea in India Suppliers product create Low switching Cost. juices.Threat of New entrants
Encouraging Government Policies Like Food and Beverage Act. Focus is now on the existing Markets but if Focus changes for tapping the international markets than this may affect high market share in Gujarat as national players like HCL and Tata focusing towards these markets.
Industry Approx 700 rivalry tea companies in India having intense
rivalry among them Market dominated by large unorganized players. Cold Drinks.
yet they have not captured the all over world market. The company has the quality consistency in their products and they are very keen about the quality of their product. The company faces competitions by HUL who has 10% growth in market. The company has a great advantage of their goodwill in the market. Globalization. The company has a variety of quality product according to the taste of consumers. The company faces severe competition with regional players in some regions. Mergers and Acquisitions. Competition from MNC Global Competition Low Barriers. Launch of Exclusive tea bars ( Opened in Mumbai and now at other places.
To be a Market Leader nationally. One of the weaknesses of the company is ‘oolong tea’. It is tuff to sell tea in those regions were mainly people are non-tea drinkers.) Export Potential in some major Countries.
Though the company has third position in the market.Strengths
The company has an advantage of its marketing research. To come up with New flavors of tea apart from the existing Flavors New Product Development Export Potential. Market Opportunity in Mumbai and to capture the Mumbai Local market. it is mainly exported but it is not sold in domestic market even if may captured a good market share. which reduces disposable income of consumers Threat from loose tea Market Shares.
packets and Staple Free bags Tea Marketing ( Advertisements.
Tea Buying from the Tea plantations in Assam and Darjeeling.
. Print Ads. Tea blending ( Mixing of Tea and making it in a powder form to make different blends of tea) Tea tasting by the top management Tea Packaging in Pet Jars. Radio. distributors. TV) Tea Selling ( Online. Retail Stores. etc) Retail Outlets and Tea Lounge.
Tea Lounge by giving wet sampling.
FOCUS STRATEGY BASED ON LOW COST:
Mili tea –Good Quality at reasonable price.
.LOW-COST LEADERSHIP:-As name symbolizes Chai for all segments.
Nav-chetan for lower segment people Mili tea for mass market Darjeeling tea for the Rich People. Forward.By purchasing Tea Plantations for increasing the quality of products.Staple Free bags ( Only company in india having staple free machines) Consistent Quality and quality control for all the kinds of tea.
VERTICAL INTEGRATION STRATEGIES:
Introduction of Coffee in the Future
.Entering new business: Tea Lounge Tea Plantations Related Diversification: Introduction of Iced tea with different flavors.
PRODUCTS M A R K E T S
PRESENT NEW Tea Blending Retailing Iced Tea Tetra Packs Organic Tea Introduction of Coffee
T NESE RP
Entering into new markets in India Enter into Global Markets
W N E
Own Tea Plantations for quality control Tea Lounge
Market Share High Low
Wagh Bakri Tea
M A R K E T G R O W T H H i g h
D’ling Tea Organic Tea
L o w
20 0.Competitive Strength Measure Relative market share Technology and innovation capabilities Brand name reputation/image Quality Control Price Competencies
Weight Strength Weighted 0.00
5.20 0.20 0.4 0.9
.2 1.10 0.75 1.15
Degree of profitability relative to competitors Sum of assigned weights Competitive strength rating 1.25 0.05 5 7 6 7 4 3 1 1.4 0.