MG529 Strategic Marketing Yorkshire Tea

MG529 Strategic Marketing Yorkshire Tea

TABLE OF CONTENTS
• INTRODUCTION
• Market audit for Yorkshire tea company
• COMPETITORS ANALYSIS FOR YORKSHIRE TEA COMPANY
• Macro and micro factors analysation for Yorkshire tea company
• MARKETING STRATEGIES OF YORKSHIRE TEA COMPANY
• CONCLUSION
• REFERENCES

INTRODUCTION
• Yorkshire tea is a UK based tea company which is
specialized in black tea production since 1977. It is
produced by Betty's and Taylor's Group.
• The company is known for its traditional black tea
which is popularized of producing eight different
tea blends.
• This report will illustrate the market audit of
Yorkshire Tea along with it pastel and porter five
analysation.

Market audit for Yorkshire tea company
• The Yorkshire tea company made so many changes in its strategies and production
quality when the company was placed on third position in 2015. The locals were
hardly interested in drinking the tea produced by the company as they were
satisfied with the other tea brands produced in the region.
• The company made creative changes in its advertising plan to make people aware
about the extra efforts the company is putting by visiting the tea plantations and
trying over 1000 cups of brew to give the best variety of tea to their customers.
• The current activity of the company to display the manufacturing detail about the
tea was not at all helpful retain the customers as they hardly cared about the
process.