Marketin Strategy

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  • Topic: Tea, Canada, Herbal tea
  • Pages : 14 (4012 words )
  • Download(s) : 25
  • Published : March 26, 2013
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Executive Summary…………………………………………………………..page 2 Company Description………………………………………………………...page 3 Strategic focus and plan………………………………………………………page 3-4 Mission/Vision Financial and strategic objectives Strategies and tactics Situation analysis………………………………………………………………page 4-11 5C Analysis Competitor, collaborator, consumer, company, context SWOT Analysis Market-Product Focus…………………………………………………………page 11-13 Marketing and Product Objectives Differential advantage Positioning Marketing Mix Program………………………………………………………page 13-15 Conclusion……………………………………………………………………….page 15 Bibliography…………………………………………………………………….page 16-17 Appendix A……………………………………………………………………...page 18 Appendix B………………………………………………………………………page 19 Appendix C………………………………………………………………………page 20 Appendix D……………………………………………………………………....page 21

Executive Summary Teeba herbal teas, a product manufactured by Al Salam Mills in Jordan has recently expanded to countries outside the Middle East (see appendix A). In Canada, Teeba now serves the Arabic market in providing a high quality herbal tea. Teeba, the Arabic word for ‘delicious’, comes in ten different flavors of herbs that have been always used as food seasoning but never as a tea product. Relying on this uniqueness of their tea, the general association of health with herbal tea and the aging and weather trends in Canada that spike the demand for tea, Al Salaam hopes to expand its Teeba product to the general Canadian tea market targeting the 18-34 year old users via grocery stores such as No Frills, LobLaws and Sobeys.

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Company Description Al Salam Mills is a privately owned leading food and beverage manufacturer in the Middle East since 1966. Al Salam Mills is dedicated to providing high quality products at low costs for its general market of users. It offers a diversity of products each under one of its eight well known brand names (see Appendix A). With the increased technological innovation around them, Al Salam was the first company in the Middle East to invest in technology to increase its productivity for automatic packing.

Strategic focus and plan Mission/vision To expand Teeba herbal tea products from the Arabic market in Canada to a more general Canadian market and therefore compete head on with the few existing herbal producers to provide, at a competitive price, this new set of customers with a high quality hot drink made only of herbs.

Financial and strategic Objectives In terms of finance, Teeba’s goals are to increase their earning by 10-15% in the next two years thus offsetting the costs of global expansion and importing and generating a fair profit to allow Teeba to stay financially healthy in the long run while compensating investors and owners for their money invested and risk taken. Strategic goals include the introduction, improvement and protection of their position in the Canadian market, expansion of their target market and the overtaking of rivals in terms of the quality and diversity of herbal tea in hopes of becoming a lead herbal tea provider in Canada.

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Strategies and Tactics Teeba possible plans of action by which it hopes to achieve the above objectives is to intensify their efforts in the Canadian market by increasing customer awareness, loyalty and retention. Another proposed strategy is for Teeba to stop its global expansion until it has positioned itself in all the new global markets it has penetrated. Some tactical ways of reaching our objectives are through an extreme advertising of herbal teas in specialty magazines read by target users, other media advertisements and in store promotions and sampling. Also, another tactic Teeba can undertake is to increase its distribution channels to the end user consumers

Situation Analysis In order to profitably satisfy its customers and forecast future trend in the industry, Teeba must attempt to analyze its company (SWOT analysis), understand its customer and the herbal tea industry and other...
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