Twining and Company Limited - Essay Example

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Executive summary Twining and Company Limited or Twinings for short, is the UK based seller and marketer of Teas. It does not grow or manufacture tea, and instead source variety of finished Tea from a widespread, well-established network of growers and suppliers…
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Twining and Company Limited
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"Twining and Company Limited"

Download file to see previous pages Although, Twinings have a broad customer segment, it can focus on the four prospective segment of female population particularly professional women, college or university students, catering services and health conscious customers in and around Hull. With its existing products providing good results, Twinings can launch its marketing campaigns incorporating certain effective aspects of marketing mix to increase its market share and profits even further. Twining and Company Limited 1. Introduction Twinings is owned by Associated British Foods, a FTSE top 50 company with an annual turnover exceeding ?4 billion, since 1964. ( Twinings does not own any tea gardens or any tea factories, and instead they source form a well developed network of tea estates and suppliers. These network of growers and suppliers of Twinings were from India, Sri Lanka, China, Kenya, Indonesia and Brazil. ( Twinings markets these sourced tea under various brand names and varieties, currently selling more than 100 varieties of regional and flavored teas. Twining has a strong team of tea tasters or quality controllers, marketing team and other departments to reach the finished tea to the target customers in UK, France, USA, Australia Scandinavia, Russia, Italy and some Asian countries. ( Twinings is selling these varieties of tea backed by a strong marketing campaign, which can be further optimized to make it competitive during the period of Christmas 2011 in Hull in UK SWOT Strengths Twinings have a longstanding presence in tea market, having been established 300 years ago. ( Have a strong long-standing relationship with growers and suppliers from around the world. As they do not own any tea gardens and tea factories (so they do not grow or manufacture), they does not need to use their own produce, instead they are sourcing quality tea from various growers, manufacturers and suppliers. ( Follow advanced and quality processing standards and technique ( Founding member of Ethical Tea partnership Weaknesses Strong dislike for its The New Earl Grey variety or brand among majority of its customers. (Brown). Customers disliked the taste of The Early Grey, with many customers complaining the new variety makes it hard for them to sleep at night. (Brown). Although, Twinings is the founding member of Ethical Tea Partnership, it is being accused of indulging in unethical practices Twinings does not offer price advantage, as its products’ price is equal to or more than other brands’ high price. Opportunities Twinings can offer a range of “specialty Teas, infusions and Green Teas to maximize profit potential from high margin products.” ( Twinings has good opportunities in the health tea segment and can offer more varieties of health enriching teas to health conscious customers It can offer Premium tea experience as the customers are prepared to pay more. ( Can tie-up with food outlets and other restaurants Can also associate with or sell to catering companies which does service in the hospitality, airlines and other corporate sectors. Threat Dislike among customers for new varieties Twinings’ decision to shift its production processes from UK to Poland and China, could lead to job losses among the local population, thereby creating negative image among the UK target customer base. ( 2011) Entry of low priced equivalents from local manufacturers as well as foreign manufacturers, ...Download file to see next pagesRead More
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