Strategic Marketing Yorkshire Tea Report

Strategic Marketing -
Yorkshire Tea Report

Table of Contents
INTRODUCTION.......................................................................................................................................3
Market analysis...........................................................................................................................................3
Market size..............................................................................................................................................3
Competitor’s analysis..............................................................................................................................3
Macro and micro economic forces...........................................................................................................4
Customer Analysis...................................................................................................................................5
Stakeholder’s analysis.............................................................................................................................5
Campaign strategy.......................................................................................................................................6
Goal of the campaign...............................................................................................................................6
Market Opportunity.................................................................................................................................6
Target audience.......................................................................................................................................6
General Campaign messaging.................................................................................................................6
Strategic implementation.............................................................................................................................7
Marketing roll out plan................................................................................................................................8
Budget.........................................................................................................................................................9
Key performance indicators.......................................................................................................................10
Recommendations.....................................................................................................................................10
CONCLUSION.........................................................................................................................................11
REFERNCES............................................................................................................................................12

INTRODUCTION
In present business world, marketing is an essential activity which is related to promotion
and advertisement in order to earn higher sales and profit margin. Nowadays, it is important for
an organization to stay aware about the market trend, prevailing competition, economic forces in
order to prepare appropriate strategies (Khamis, 2016). The present report is based on Yorkshire
tea which was founded in the year of 1977 and has a large number of loyal customer base. The
company is renowned for its black tea and has gained reputation within UK over the period of
time. It is going t launch a new product which is RTD ( ready to drink) tea for business
expansion in international market place. The present report comprises a detailed marketing
analysis of organization including its market size, level of competition, macro and micro forces
and more. A campaign strategy for attaining predefined objective of company has also been
included in the report along with detailed communication mix and application of Race model. In
addition to this, marketing roll out plan including channels, timing has included in the following
report. It also includes budget and key performance indicator along with necessary
recommendations for attracting more number of buyers in current competitive environment.
Market analysis
Market size
It is analyze that Yorkshire tea is renowned brand of UK which owns remarkable market
share within country. In 2018, market share of company was 25.8% which is remarkable. It
booked positive tendency of growth event in the current pandemic time which shows the
reputation of brand within its target segment.
Competitor’s analysis
It is stated that Yorkshire tea is working within a competitive market place where a lot of
other competitors are also present which are providing substitute product to customers. There are
some major competitors of entity are given as under:
Tetley: It is a tea brand based on England which was founded in the year of 1837. Tea
leaves which are used by this organization is mainly received by India and Sri Lanka. By

analysing the current market trend, it has shifted its operation towards flavoured tea from black
tea. Company is providing extensive competition to the Yorkshire tea within UK and other
market places at global level (Kong and et. al., 2016).
PG tips: It is also renowned brand which was founded in 1930 and gain popularity in the
decade of 20s. The brand is renowned for its quality and popular among the customers between
the age group of 18 to 49. It is stated that number of users of the brand decreasing so it is not
likely to provide extensive competition to the respective company.
Macro and micro economic forces
Micro economic forces: Micro environment put direct impact over operations of an
organization as it is related to internal environment of company. In context of Yorkshire tea, its
microenvironment comprises a lot of components such as customers, suppliers, competitors and
general public. Certain components of micro environment of organization are mentioned as
under:
Customers: It is stated that Yorkshire tea has loyal customer base which is considered as
the strength of company.
Suppliers: It has a good supplier base which provide necessary raw material to company.
They are likely to outsource team from different locations such as Africa, India and more.
Competitor: The company is facing extensive competition due to presence of other rival
forms such as Tetley and so on at global marketplace.
Macro forces:
These forces are related to external environment and likely to put significant impact over
operations of an organization. For this purpose, PESTLE analysis is used which is mentioned as
under.
Political factor: It is analyze that political condition prevailing within UK put a
significant impact on overall business of organization. Due to Brexit, the price of export of tea
has increased which put negative impact over profit margin of business entity. Along with this, it
is also affected with The US China trade war (Millar and Searcy, 2020).