MG529 Strategic Marketing: Yorkshire Tea Audit & Objectives Plan

This presentation provides a strategic marketing analysis of Yorkshire Tea, including a company audit and resulting strategic marketing objectives. It covers market size and trends, PESTLE and SWOT analyses, Porter's Five Forces, customer and stakeholder analyses. The presentation outlines a marketing plan with branding, packaging, and online strategies. The analysis concludes with insights on how Yorkshire Tea can improve its business, overcome weaknesses, and increase market share. Desklib offers a variety of resources for students, including similar presentations and solved assignments.

Strategic Marketing

Table of Contents
Introduction
Task 1
Market size and trend data
Pestle Analysis of Yorkshire Tea
SWOT Analysis
Porter's Five Forces
Customer Analysis
Stakeholder Analysis
Task 2
Marketing plan
Conclusion
References

Introduction
• Marketing strategy is a forward looking and long term
approach for a company with the objective of
achieving goals and understand the consumer needs
and wants.
• For the present report, Yorkshire tea is taken into
consideration.
• It was established in 1977 by Bettys and Taylors
Group at England UK.

Task 1: Market size and trend data
• United kingdom is considered as the largest tea market
which is engaged in importing tea accounting to
approximately 133 thousand tonnes.
• The tea imports in Europe is worth €354 million in 2015
which has shown a certain decline of 3.6% in volume.
• The entire UK tea industry produced around £748m
annually and is providing a wide range of job
opportunities and supports employment of
approximately 3324 people.

Pestle Analysis of Yorkshire Tea
It helps company to identify pros and cons of business strategy, understand the
market dynamics and improve the business.
• Political Factor
• Economic Factor
• Social Factor
• Technological Factor
• Legal Factor
• Environmental Factor

SWOT Analysis
SWOT Analysis stands for strength, weakness, opportunity
and threat where internal factors are strength and weakness
while external factors are opportunity and threat.
• Strengths
• Weaknesses
• Opportunities
• Threats

Porter's Five Forces
It is a framework to analyse organisation's competitive
environment. It was established by Michael E. Porter in
1979.
• Bargaining Power Of Suppliers (high)
• Bargaining Power Of Buyers (high)
• Threat Of New Entrant (low)
• Threat Of Substitute (high)
• Rivalry Among Existing competitors (high)

Customer Analysis
It is the process to analyse customers buying habits,
needs and wants. Its diversify its customers according
to similar behaviour and manner and it is a useful
analysis to predict consumer behaviour.
• Identify your Customers
• Discover the needs and wants
• Grouping customers
• Create Profile Of Ideal Customer

Stakeholder Analysis
It is the process to analyse and identify the needs of
major projects before it begins such as group them
according to their participation level, project influence,
interest etc.
• Determine the Stakeholders
• Prioritize Stakeholders
• Contact Stakeholders

Task 2: Marketing plan
• Effective branding and logo
• Attractive packaging
• Online platforms
• Serving customer online

Conclusion
From the above strategic marketing analysis of Yorkshire Tea company, it has been concluded the current
and future external and internal environments by pestle and swot analysis. In which it has been concluded
that how company can improve its business by overcoming from its weaknesses and threats and increase
its market share by external environment, strength and opportunities. Company's market size and trend
data which helps to identify how company can increase. In addition to this, it identify the porters five
forces in which four of them result is high expect threat to new entrant. It identifies customers needs and
wants through customer analysis and its stakeholder analysis. In addition to this, in task two, it makes
company's marketing plan and strategies by serving online, attractive packaging etc.

References
• Ahmed, S. and Hooi Ting, D., 2022. Visual Search from the perspective of
in-store exploration behavior: scale development and validation. Journal of
Strategic Marketing, pp.1-24.
• Akgün, A. E. and Polat, V., 2021. Strategic orientations, marketing
capabilities and innovativeness: an adaptive approach. Journal of Business
& Industrial Marketing.
• Borges, A.F. and et.al., 2021. The strategic use of artificial intelligence in
the digital era: Systematic literature review and future research
directions. International Journal of Information Management, 57, p.102225.