Strategic Management Plan for Yorkshire Tea

This document is a strategic management plan for Yorkshire Tea. It includes a market audit, analysis of competitors, stakeholder and customer analysis, and strategic marketing objectives. The document also provides insights into the company's strengths, weaknesses, opportunities, and threats. The campaign strategy for Yorkshire Tea is discussed, along with the target audience, message, and marketing roll-out plan.

YORKSHIRE TEA
STRATEGIC
MANAGEMENT PLAN

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................3
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
SECTION 1 Market audit ...............................................................................................................4
SECTION 2 – Strategic marketing objectives.................................................................................7
SECTION 3- Campaign strategy for Yorkshire tea ........................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

EXECUTIVE SUMMARY
Strategic management refers to the management of the company in all aspects where it
accounts to company reviewing all its strategies. The report has laid to various micro, macro
factors affecting the business, with competitor, stakeholder and customer analysis and has
viewed the marketing campaign of the company with strategic directions.

INTRODUCTION
Strategic management refers to the ongoing planning, monitoring, assessment and
analysis of the necessities of the company needs to meet its organisational goals and objectives.
Yorkshire tea is a black blend produced by Taylors and Bettys Group since 1977 which is the
most popular conventional black tea brand which is being sold in United Kingdom . Present
report will address to analysis of organisation current and future external and internal
environment and have analysed the relevant strategic marketing decisions by recommending
appropriate control mechanism to measure and monitor the implemented marketing strategy

which helps the business to effective and efficient utilisation of resources which helps the
business to get the competitive edge over its competitors.
MAIN BODY
SECTION 1 Market audit
Market size and trends- this accounts with the entire tea commercial enterprise in the annual
turnover of euro 748 million, which is being about 0.02% in the entire country sales where it
employs 3324 group all across the 27 business where the revenue in the tea segment is projected
to reach US dollar 1941.2 million in 2020 where the trend in the country accounts with choosing
the tea by which the audience is choosing tea for health benefits where the consumers are also
demanding for the increased tea option as they want to explore the wide variety of tea products
and accounts to health lifestyle amongst themselves.
Competitors analysis- this could be understood better with the helps of porter five force
analysis
Competitors rivalry- which is the first of the 5 forces that refers to number of rival and there
power to undercut the competitor, more stronger the competitors, much threat for the company
position
Potential Of new entrant in marketplace- where the company power is being affected by force of
new entrant into its market where it will take less time and cost for the same to weakened the
power of the company (Mehjabeen, 2018).
Power of supplier- it refers to how easily the provider can drive up the expenditure of inputs of
where the less the supplier more the company would be depended on the same and vice versa.
Power of customers- the ability of the consumers have to drive prices lower where small
customer more powerful they are to negotiate for better deals.
Threat of substitute – where the substitute products that can be used against Yorkshire tea poses
a threat.
Micro analysis- this could be understood be VRIO frameworks
Value- it explains that whether the company products adds to the value for its customers where
its is being able to exploit the opportunity or helps in neutralising competition with the
capabilities that are internal to company

Rarity- it explains that resources should be rare which helps in getting competitive edge over the
competition where if the resources are rare than it is at the position where there is competition
parity (HoLEE, 2020)
Imitable – it assist that resources of the company should be expensive to duplicate and hard to
copy for its competitors
Organised- it accounts with the resources have organised management structure, process and
system that helps in companies growth.
Macro analysis- this could be understood with the helps of PESTEL Analysis
Political- This are the factors which affect the business functioning where it accounts to Brexit
which have affected the business functioning and can be change in the political system and
others .
Economic-this accounts with the factors such as taxes which are required to be paid by the
company, contribution being made by the company in GDP and others
Social – this accounts with whether the company products are able to satisfy the needs of its
target audience, able to build relationship or not and others.
Technology-it accounts with company opting with the latest technology for smooth flow of
business operation and getting an edge over the competition.
Legal – this accounts with following up rules and regulations and no following up of the same
results in discontinuation of business (Song, Sun, Jin, 2017.).
Environment – this accounts with business operation that does not harm the environment which
helps in building positive brand image of the company.
BCG matrix – this accounts with with product portfolio matrix of Yorkshire tea which is being
designed with long term strategic planning which is being divided into 4 quadrants such as
Dogs- which are the products of the company with low market share and growth.
Question marks- tea good with low markets share and high growth.
Stars- products with high growth and high market share (Mohajan, 2017)
Cash cows – which accounts with the products of the company with low growth and high market
share
SWOT analysis- this accounts with

Strength of the company lies with its ingredients which are being used in the tea products which
accounts with attracting large number of audiences and whereby the strength also lies with its
traditional history to attract the consumers.
Weaknesses of the company accounts with small products range and the company strategy
which is being not focused on the online shopping of its products
Opportunities- this accounts with targeting young people, by expanding its products range and
opening various stores (Sarsby,2016)
Threat- it assist with its competitors who can any day come up with scheme that can account to
loss of the market share of the company.
Customer analysis- this could be understood better with the helps of STP analysis
Segmentation- which accounts with demographic which is being by personal attribute such as
age,gender, marital status and other being consider by the company to segments its market, by
geographic means such as country, region and others, by behaviour means which suggest how
the customers use the products and what are they looking in tea product and there loyalty and
lastly by means of psycho graphic means that assist with the lifestyle of individual
Targeting- the company accounts to target between the age of 18-35 years who are being highly
health conscious and have disposable income (Qin,2020)
Company position itself with its marketing efforts of providing quality product which are healthy
to drink at an affordable prices.
Stakeholder analysis- this could be understood better with the helps of Stakeholder mapping
High ability, Highly interested people who needs to be closely managed and act these people and
make efforts to fulfill them.
High power, less interested people who needs to keep mitigated by putting plenty effort to satisfy
them but not so much that they become tired out of it.
Low power, highly interested people who needs to be keep familiar and accounts to talk to them
that no major issues are being originate where people to this are helpful for Yorkshire tea with
detail of the project
Less interested people, low power -which needs to be continuously monitored and dont let them
bore with the high communication (Eskerod, Larsen, 2018)
SECTION 2 – Strategic marketing objectives
This accounts with the SMART objectives of the company such as

1. Investment in the technology is to be done by 20% by the end of 2025
2. To increase the profits and sales revenues by 15% by the end of 2023
3. To increase the customer base and market share by 35% by the end of 2027
SECTION 3- Campaign strategy for Yorkshire tea
The research undertaken for the above campaign relates with how the customer of the
company value the tea products and services of the Yorkshire and what are the benefits they are
being able to get from the company tea products which relates with there no harm to health and
helps in boosting up there immunity system. It accounted with research undertaken to find the
flaws and errors of the products of the company whereby feedbacks have been taken from the
potential customers to improve upon the same, it also accounted with the research that in
circumstances where the customers can opt out to choose competitors products over the
competitors which was in terms of prices, product range, quality and others.
Ansoff matrix- this is being also known as products and market expansion grid of company
which includes strategies such as
Market penetration- whereby the company focuses on increasing the sales of existing products I
existing market which can be decreasing prices of tea products, increasing marketing efforts of
the company and others.
Product development- it accounts with the strategy of Yorkshire tea to introduce new products in
existing marketplace which accounts to extensive research and company accounting to have
strong understanding of the current marketplace where it is being able to provide innovative
ideas.
Market development- it is the strategy of the company which focuses on entrance into a new
market with the helps of existent products with new customer segments and geographic region
where the potential customers are highly profitable and there behaviour does not account to
deviate much from the customers for existing market of Yorkshire Tea
Diversification- this accounts with the riskiest of all as it is launching new products in entirely
new market which can affect the revenue of the company which can be related and unrelated
where there are potential and no potential natural process to be accomplished between existing
business and new product and market of Yorkshire.
The objective of the campaign is to spread awareness of the Yorkshire tea amongst the
target audience and make its tea products available to the end customers more effectively where

the biggest objective of the campaign of the company is to identify what are the needs and wants
of its target customers and designing and delivering the same which helps in satisfying the needs
of its target customers and helps in spreading positive word of mouth
The rationale for this campaign accounts with using several marketing strategies to
better understanding the needs and wants of the customers and being able to satisfy the same
where if the Yorkshire tea develops effective marketing campaign and strategies it will helps to
achieve the desired sales volume at the profit margin which is being desired. Company needs to
account with recruiting and having the team of individuals who are being highly qualified as a
result will help in supporting various challenges and supporting changing dynamics of the
campaign (Salazar, Mills, Veríssimo, 2019).
Market opportunity for the company accounts with staying up with the trends which are
prevailing for the company where the company accounts to opening various stores of the
company to serve and caters the needs of customers all across the globe. It lies with the
opportunity of expanding it into different product range which helps customers to get taste of
new tea flavours which serves as the means of deriving customer happiness and satisfaction. It
also accounts with having online presence which helps in getting valuable insight about the
customers in regards to what are there needs and wants and what methods can be used to satisfy
the needs of the same. It also accounts with using updated technology that makes smooth flow of
business operation (González-Sanguino, 2019).
The target audience for the company is between age group of 18-35 who are highly
health conscious and accounts with boosting up of there immunity and who has the disposable
income and who can afford the tea products of the company. It is being also focusing on senior
citizens who have inclination towards drinking tea twice in a day and accounts to serve various
other segments too.
The message of the campaign is to increase the brand awareness which in turn helps in
positive word of mouth as a result helps in increasing the sales and profitability of Yorkshire tea
(Heydari, Mosanna, 2018).
The RACE model of campaign accounts key online and multichannel activities of
marketing which helps in covering full customer life cycle which includes reaching which is
building awareness of the product which could be done by offline and online modes, next step
accounts with act that is short of interaction with the potential clients where the biggest challenge

accounts to generating leads, next to account that client and convert into sale and lastly
accounting for fruitful engagement and building of relationship for long term purpose (Naraine,
Pegoraro, Wear, 2019).
The budget for conducting this marketing campaign accounts with 15000 euro by which
accounts to encounter all its marketing activities by the means of both online and offline modes.
The performance indicators for Yorkshire tea will be by the means of number of online
traffic which is being generated by the websites, lending page frequency, cost per click, can be
by the means of generating and converting of leads.
Marketing roll out plan
It s being recommended for the company that it needs to accounts with proper
implementation of strategy whereby it accounts with proper flow of business communication at
all levels to have transparency in the operations.
Gantt chart
It is basically a project management toll which helps to assist the plan and schedule of the
projects whether they are small or large which helps to simplify the complex projects. This also
helps in keeping the tasks on track when the team is much large and there are multiple
stakeholders and there is a change in scope. It also demonstrates the timeline and deadlines of all
the tasks. It also helps in dividing the project into phases along with the visual display of the
whole project. The Gantt chart for the digital campaigning of the Yorkshire tea is as given below
which demonstrates the channels used for digital marketing:
Task Name Duration Start Finish Predecessors
Digital campaigning 131 days Tue 22-12-20 Tue 22-06-21
Content marketing through
websites 20 days Tue 22-12-20 Mon 18-01-21
Email marketing 17 days Tue 19-01-21 Wed 10-02-21 2
Social media marketing 25 days Thu 11-02-21 Wed 17-03-21 3
Organic search (SEO) 10 days Thu 18-03-21 Wed 31-03-21 4
Paid search (SEM) 7 days Thu 01-04-21 Fri 09-04-21 5
Mobile phones 8 days Mon 12-04-21 Wed 21-04-21 6
Display ads on digital
channels 15 days Thu 22-04-21 Wed 12-05-21 7
Video marketing 14 days Thu 13-05-21 Tue 01-06-21 8

Promotional blogs on social
networking sites 15 days Wed 02-06-21 Tue 22-06-21 9
CONCLUSION
From the above report it is being concluded that there are various holding which needs to
be reasoned on the end of Yorkshire tea to account to smooth flow of business business activity
which will help the institution to grow in the marketplace where the report laid to the
understanding of internal and external factors that affect the business, competitors analysis,
customer and stakeholder analysis which accounts with is market audit and has accounted with
strategic marketing objectives which lastly made to the understanding of the campaign strategy
of Yorkshire Tea where it made to the understanding of market opportunities, Ansoff's Matrix,
target audience and the message of the campaign with various marketing budgets and others.

REFERENCES
Books and Journals