ANALYSIS OF MARKETING STRATEGY.

Running head: ANALYSIS OF MARKETING STRATEGY
ANALYSIS OF MARKETING STRATEGY
Name of the Student
Name of the University
Author Note

ANALYSIS OF MARKETING STRATEGY1
Table of Contents
Introduction....................................................................................................................2
Situational analysis.........................................................................................................2
PESTEL analysis of Twinings...................................................................................2
Porter’s five forces analysis of Twinings...................................................................4
Ansoff Matrix analysis of Twinings..........................................................................5
SWOT analysis of Twinings......................................................................................5
Porter’s generic strategy analysis of Twinings..........................................................6
Objectives and goals of Twinings..................................................................................7
Strategic recommendations that can be provided to Twinings......................................8
Conclusion......................................................................................................................9
References....................................................................................................................10
Appendices...................................................................................................................12
Appendix 1 – PESTEL analysis table......................................................................12
Appendix 2 – SWOT analysis table.........................................................................12

ANALYSIS OF MARKETING STRATEGY2
Introduction
Twinings has developed its position as the number one tea based brand in Australia
with a market share of more than 20% of the total shares in the market in the last few years.
Twinings has gained 76% of the total shares in the speciality premium tea based market. The
mainstream based competitor of Twinings is Lipton that has however not been able to
provide major levels of competition to the organization. Twinings is an important part of the
British brand named Associated British Foods or ABF. The organization is an English
marketer based of different types of tea and different other beverages that include, hot
chocolate, coffee and malt based drinks as well (Twinings.com.au 2019).
The Australian operations of the organization has been able to gain huge levels of
success within a short period of time. The report will be based on the situational analysis of
Twinings that is related to the external and the internal environment of the organization. The
macro environment of Twinings will be analysed with the help of PESTEL framework and
micro environment will be examined with the implementation of Porter’s five forces analysis.
The goals and objectives of the organization will be discussed in the report in detail based on
which strategic recommendations that can be provided to the organization (Twinings.com.au
2019).
Situational analysis
PESTEL analysis of Twinings
Political factors – The political stability in Australia is high and restrictions are posed
towards the entry of new organizations in the country. The stability of the market and high
GDP will be able to provide effective revenues to Twinings. The Australian market will
however be a safe business based market for the operations and growth of Twinings (Basile,
Kaufmann and Savastano 2018).

ANALYSIS OF MARKETING STRATEGY3
Economic factors – The levels of GDP per capita of the income of Australian people.
The consumption levels of tea in the country are high in comparison to the consumption of
coffee. The GDP of Australia in the year 2018 was 1.69 Trillion Dollars. The ability of the
consumers based on purchasing the high quality tea based products is an important factor that
supports the growth of Twinings. The labour wages and corporate taxes of the organization
are however quite high in the country that can have an impact on the profitability levels of
Twinings (Aguinis, Edwards and Bradley 2017).
Social factors – The obesity levels of people in Australia are quite high and the
diabetic patients are also affected in a huge manner by the consumption of tea. The levels of
obesity of the consumers can be reduced due to proper consumption of tea. The sales levels
of Twinings Tea have been increased due to the social factors that are a part of Australia
(Daspit et al. 2017).
Technological factors – The levels of importance of the enhancement of technologies
have been able to play a major role in the proper development of the operations of Twinings
in the industry. The improvement of technologies is considered to be an important factor that
has led to the development of advertisement and communication based methods (Durand,
Grant and Madsen 2017).
Environmental factors – The production process of tea is highly environment
friendly in nature and the packaging activities have changed based on the external
environment based changes. The levels of harms that have been made by the organizational
operations have been able to affect the packaging and production based process (Demir,
Wennberg and McKelvie 2017).