Vita Lemon Tea Environmental Analysis
Marketing Plan: Vita Lemon Tea Environmental Analysis Consumer Analysis Recommendation Company Analysis Agenda 1. Company Background 2. Situational Analysis 3. Recommendations Company Background Year of establishment: 1979 Founder: Dr. Lo Kwee-Seong Different flavors
e.g. Low sugar, SUPERICY, Ceylon, LimeLemon, Honey Different type of packing
e.g. Canned, Tetra-pack, In bottle. P.E.S.T. Analysis Political environment Economic environment Social environment Technological environment Opportunities World’s freest economy
→ low and simple tax (16.5% to corporations) Well-developed legal system
→ protect copyright, promote fair competition The 2013-14 budget
→ 75% of 2012/13 profits tax will be waived subject to ceiling of $10,000 per case Threats Strict inspection of product safety
→ Centre for food safety Arrangement of minimum wage
→ $28 to $30 Opportunities High-income local residents
→ above 70% of people earn $10000 or above monthly Increasing GDP growth rate
→ GDP rise 1.4% Threats Opportunities health conscious people
→ Care for health and then choose ‘light’ lemon tea Threats Opportunities Develop different taste – R&D
→ e.g. cool lemon tea Renewed promotional displays in Vita lemon tea
→ New advertisement Threats Saturated market No significant difference among competitor’s products Product Package:
- Plastic bottle
- Cans
- Boxes Size:
- 250ml (box)
- 375ml (box)
- 500ml (bottle)
- 6 boxes per pack for family Other feature:
Low-sugar lemon tea
-->health conscious customers Price HKD$3.5 – $6 per box HKD$6-10 per bottle Reasonable and affordable Distribution network Intensive distribution network 1) Supermarket, Convenient shop, grocery shop, restaurant SWOT Analysis Strengths Weaknesses Opportunities Threats Well-known brand name
→ In 2011-2012, VITA Lemon Tea won the “TOUCH Brand” Award and “TOUCH Brand”
Award from East Touch
→ VITA Lemon Tea was awarded 7-Eleven’s “Outstanding Sales Performance Award” and “Top Brands
e.g. Low sugar, SUPERICY, Ceylon, LimeLemon, Honey Different type of packing
e.g. Canned, Tetra-pack, In bottle. P.E.S.T. Analysis Political environment Economic environment Social environment Technological environment Opportunities World’s freest economy
→ low and simple tax (16.5% to corporations) Well-developed legal system
→ protect copyright, promote fair competition The 2013-14 budget
→ 75% of 2012/13 profits tax will be waived subject to ceiling of $10,000 per case Threats Strict inspection of product safety
→ Centre for food safety Arrangement of minimum wage
→ $28 to $30 Opportunities High-income local residents
→ above 70% of people earn $10000 or above monthly Increasing GDP growth rate
→ GDP rise 1.4% Threats Opportunities health conscious people
→ Care for health and then choose ‘light’ lemon tea Threats Opportunities Develop different taste – R&D
→ e.g. cool lemon tea Renewed promotional displays in Vita lemon tea
→ New advertisement Threats Saturated market No significant difference among competitor’s products Product Package:
- Plastic bottle
- Cans
- Boxes Size:
- 250ml (box)
- 375ml (box)
- 500ml (bottle)
- 6 boxes per pack for family Other feature:
Low-sugar lemon tea
-->health conscious customers Price HKD$3.5 – $6 per box HKD$6-10 per bottle Reasonable and affordable Distribution network Intensive distribution network 1) Supermarket, Convenient shop, grocery shop, restaurant SWOT Analysis Strengths Weaknesses Opportunities Threats Well-known brand name
→ In 2011-2012, VITA Lemon Tea won the “TOUCH Brand” Award and “TOUCH Brand”
Award from East Touch
→ VITA Lemon Tea was awarded 7-Eleven’s “Outstanding Sales Performance Award” and “Top Brands