• TO : Marketing Manager
• FROM : Marketing Assistant
• SUBJECT : Competitor Analysis
• DATE : 27 : 11 : 2009
01. IMPRA TEA EXPORTERS (PVT) Ltd.
02. INDUSTRY ANALYSIS
03. COMPETITION FOR IMPRA
3.1 Competitors map
3.2 Justification of mapping:
3.3 How do IMPRA’S major competitors impact on them in relation to competitive advantages?
04. JOINT VENTURE
4.1 What is a joint venture?
4.2 Advantages of such a joint venture
4.3 Disadvantages of such a joint venture
05. MARKETING MIX
5.1 Key issues
5.3 Developed Marketing Mix
5.4 Measuring the success of the marketing mix.
06. FOR A LONG TERM AND MUTUALLY BENIFICIAL
6.1 How the relationship management strategy will lead this relationship to a long term mutually benefited one?
01. IMPRA Tea Exporters (Pvt) Ltd.
The Imperial Teas Group was founded in 1994 by a small but dedicated team, whose strong drive made it possible to achieve a place amongst the top 10 Tea Exporters of the country in a short space of time. Impra is committed to supplying its customers with hygienically packed teas of the specific quality at affordable prices by agreed delivery dates. Impra’s Quality Policy is reviewed on an ongoing basis and updated to meet current needs. Impra offers its customers, teas fresh from the plantations of Sri Lanka. Imperial Group now exports to over 60 countries around the world from their modern factory complex comprising 310,000sqft built on free hold land in Kelaniya. Imperial Teas have the capability to cater for varying tastes and requirements of customers. Their team of dynamic Tea Tasters and Master Blenders are capable of supplying what the customer requires. Imperial Teas Group guarantees and assures their buyers consistent quality, purity, reliable packaging, timely deliveries and excellent customer service and technical support where necessary. Impra’s Marketing Team undertakes regular visits to overseas customers and maintains a continuous rapport. (Refer appendix 1for further more information .)
Strengths of IMPRA
We have a great team of dynamic Tea Tasters and Master Blenders who are capable of supplying what the customer requires. The skilled and determined set of employees is a great resource for us. Impra uses the latest technology in manufacturing our products, and we have obtained many quality standards such as ISO 22,000(2005), BRC, HACCP, JAS and NASAA for the high quality of our products. Weaknesses of IMPRA
IMPRA does not have its own tea plants. Because of that, we have to spend a big amount of money regularly on purchasing tea at tea auction. Also Impra has comparatively high prices for its products. We should reduce our price rates, in order to enhance organization’s competitive advantage. Opportunities for IMPRA
High quality of the products and innovative production has always helped Impra to build up its reputation all over the world. But still we haven’t entered into the domestic tea market. With these circumstances we have a great opportunity to enter the domestic market and perform better than the ones who are already in. Threats for IMPRA