Strategic Marketing & Planning
Tapal Tea Private Limited
Sir Ekhlaque Ahmed
Hafiz Sheikh Misbah Ur Rehman - 9363
Mohammad Ali Sheikh - 9229
Saad Ashfaq – 9011
Date: Aug21st, 2010
We would like to acknowledge a number of people for their support and assistance during our report. Firstly we would like to acknowledge our Course Facilitator Sir Ekhlaque Ahmed for assisting and guiding us in preparation of this report.
We are also thankful to ____________ (Brand Manager, Tapal Tea Pvt Ltd, Pakistan) who provided us with priceless information required for the making of this report.
Market Size Future Four years-Volume 11
9. Market Size Past Four Years- Value 12
10. Market Size Future Four years-Value 13
11. Market Structure of the company 15
12. Product Portfolio 16
13. Product Life Cycle 17
14. Product Position in Product Life Cycle 18
15. Competition/Segment Matrix 19
16. Distribution Structure of Industry 20
17. External Trends 21
18. SWOT Analysis 22
a. Confrontation Matrix-Strength 23
b. Confrontation Matrix-Weakness 24
19. Rating against Customer Buying Criteria 25
20. Impact of Issue on Strategic Profile 26
21. Customer Buying Criteria 27
22. Vision and Mission 29
23. Business Objectives 29
c. Short Run Objectives 29
d. Long Run Objectives 30
24. Pricing Strategy 31
25. Strategy and Action Plan 32
Tea is one of the most popular drinks in the world and the most widely consumed beverage in South Asia. The demand for tea in Pakistan is very high. With such a high consumer base, the competition is also very intense. Brands such as Tapal, Lipton, Brooke Bond and Supreme, being the leading tea makers not only compete with one another but also face intense competition from loose tea.
Tapal is a well known name in Pakistan. In 1947, it started business as a Tea leader at its outlet at Jodia Bazaar. The journey of Tapal's remarkable success is the combined efforts of three dynamic generations of the Tapal Family. Tapal started out as a family concern under the personal supervision of its founder, Adam Ali Tapal. The company continued to grow under the management of the founder's son, Faizullah A. Tapal. Currently it is managed by the founder’s grandson, Aftab F. Tapal who has continued giving further strength to the foundations of quality laid by his family.
Making a modest beginning over half a century back, today Tapal has become the largest, 100% Pakistani owned Tea Company in the country. It has modern tea blending and packaging factories, warehouses equipped with state-of-the-art equipment and a team of highly dynamic professionals headed by Aftab Tapal himself. He was the first to introduce soft packs in the country. He developed an entirely new brand and category- Tapal’s Family Mixture (the mixture of tea & dust). Mr. Aftab Tapal was the first to invent the highly successful brand Danedar Leaf Blend. Tapal is an ISO -9001, ISO-9001:2000 certified company, the first Pakistani Tea Company to earn the ISO-9001 certification: a symbol of the highest international quality standards.
Tapal’s success has left many amazed No magic formula however, lies behind its growth other than hard work, dedication and of course unique blends and better quality.
Business scope describes “the business we are / want to be in” through...