Strategic Marketing for Yorkshire Tea

This presentation explores the strategic marketing process for Yorkshire Tea, a leading black tea blend produced by Bettys & Taylors group. It covers market audit, identification of strategic marketing objectives, and concludes with the importance of strategic marketing for gaining a competitive advantage. The presentation also includes insights into the company's strengths, weaknesses, opportunities, and threats. References to relevant research articles and market reports are provided.

STRATEGIC
MARKETING

TABLE OF CONTENT
 INTORDUCTION
 MARKET AUDIT
 IDENTIFICATION OF STRATEGIC MARKETING OBJECTVIES
 CONCLUSION
 REFERENCES

INTRODUCTION
 The strategic marketing is defined as a process which
involves planning, developing and implementation of
various steps in order to obtain competitive advantage.
 The current report is based over company Yorkshire Tea
which is a company dealing in black tea blend and is
produced by Bettys & Taylors group since the year 1977.

MARKET AUDIT
 Market size and trends
 The market size of company is very large and currently it has overtaken Tetley in order to become
second largest brand of tea in UK.
 With the research of industry it has been identified that company’s market share has continued to grow
over time.
 Trends
The revenue of this industry has decreased by 0.2 % in the year 2020- 21 which is because of the COVID
19 impact.

CONTINUED..
Basis Yorkshire tea PG tips
Product The major product of company includes
Yorkshire gold, Yorkshire tea
decaffeinated and many others.
The product also includes the different
types of tea for the consumer to have.
Price The company makes the use of
penetration pricing as they wanted to
cover large market share.
On the other side PG Tips make use of the
competitive prices in which they analyse
the prices of other competitors and then
set their prices.
Place The company distributes with help of
physical stores only like supermarket,
through small shops and other retailers
and wholesaler.
This company distributes the tea on the
basis of both physical store and online
platform as well.
Promotion The company goes for the print media
advertising and digital marketing as well.
Here the company uses the techniques of
digital marketing, sales promotion and
many other marketing techniques.

CONTINUED..
Factors Description
Political Trade relation among China, India and UK because
of COVID
Economic Decrease in interest rate
Social Preference towards tea consumption among young
Technological Latest techniques
Legal Complying with different laws
Environmental Practicing CSR

CONTINUED..
Strength
The major strength of company is that this is the second largest tea
manufacturing company in UK and has operations in other region
as well.
Another major strength is that the quality of the product and
services is high and this attract major consumer.
Weakness
The major weakness of this company is that they not have much
focus over the online shopping.
Another weakness is that the company is not much versatile and not
involve much innovation and creativity in its product range.
Opportunities
The major opportunity is to develop its business on online platform.
Another major opportunity is to innovate in the field of tea by
bringing new variants for consumers.
Threat
The major threat is the high and intense competition which is
present in both global and domestic products.
Another major threat is that the product of company is not much
environment friendly and this decreases trust of consumers.

CONTINUED..
Basis Justification
Segmentation The major segment chosen is on basis of demographic and the behavioural segment. The major reason is
that segment chosen on these bases is more accurate and perfect.
Targeting The major target out of the segment will be generally females and people who have high interest in the
consuming tea.
Positioning For positioning the product among the consumer the major preference will be given on the quality of the
tea so that consumer can have a distinct position for Yorkshire tea.

CONTINUED..
For stakeholder analysis is essential as the stakeholders are the
people who have interest in the working of the company. The
stakeholder analysis of Yorkshire Tea Company is as follows-
Keep satisfied
Manage closely
Monitor
Keep informed

IDENTIFICATION OF STRATEGIC
MARKETING OBJECTIVES
The strategic marketing objectives of Yorkshire Tea Company are as follows-
To increase the sales by 20 % till April 2021 by creating good strategic marketing plan after
pandemic.
To enhance the digital marketing use in order to attract at least 30 % more consumers will
end of March 2021.
To increase the brand awareness relating to product and services of company till the end of
April 2021.

CONCLUSION
In the end it can be concluded that strategic marketing is very important for company to have
in order to gain competitive advantage.
This is essential as this will include the analysis of external environment and then making
strategies for development of marketing strategies to attract consumers.

REFERENCES
 Kim, N., Shin, S. and Min, S., 2016. Strategic marketing capability: Mobilizing technological
resources for new product advantage. Journal of Business Research. 69(12). pp.5644-5652.
 Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The Agile Innovation Pendulum: A strategic
marketing multicultural model for family businesses. International Studies of Management &
Organization. 48(1). pp.105-120.
 Online
 Tea processing in the UK- market research report. 2020. [Online]. Available through:
https://www.ibisworld.com/united-kingdom/market-research-reports/tea-processing-industry/