Description
SWOT ANALYSIS OF HARRISONS MALAYALAM LTD
Harrisons Malayalam Ltd
Parent Company
RPG Group
Category
Food Processing
Sector
Foods and Beverages
Tagline/ Slogan
Wake the energy within you(For brand Surya)
USP
Quality, Consistency and colour STP
Segment
People preferring tea
Targeting different segments with regular and premium Target Group brands
Positioning
Tea available in two variants-CTC and organic Product Portfolio
1.Mountain Mist 2. Harrisons Gold 3. Surya 4. Surianalle 5.Lockhart Brands 6. Touramulla SWOT Analysis
1.HML is one of the most diversified agro-based company having 150 years of experience in corporate farming 2.It is the largest producer of tea in South India and Strength pineapples in India
3.In tea brands, it has regular brands as well as premium brands thus having a huge market share 4.It also produces smaller quantities of a variety of other exotic horticultural crops like Areca nut, Banana, Cardamom, Cocoa, Coffee, Coconut, Pepper and Vanilla
1.Lot of competitionmeans limited market share 2.Decline in company’s tea exportsis a concern Weakness 3.Highly fragmented market in India
1.Come with more flavours in tea 2.Postion tea as a healthy drink as compared to coffee Opportunity 3.Increase its presence in rural market
1. Suppliers from efficient markets like Kenya. Sri Lanka, Vietnam, etc. entering the market 2.Competition from local and regional players 3.Youth does not prefer tea Threats 4.Substitues like juices are becoming more popular Competition
1.Tata tea 2.Society 3.Waag bakri Competitors 4. Brooke-bond Lipton
doc_762217387.docx
SWOT ANALYSIS OF HARRISONS MALAYALAM LTD
Harrisons Malayalam Ltd
Parent Company
RPG Group
Category
Food Processing
Sector
Foods and Beverages
Tagline/ Slogan
Wake the energy within you(For brand Surya)
USP
Quality, Consistency and colour STP
Segment
People preferring tea
Targeting different segments with regular and premium Target Group brands
Positioning
Tea available in two variants-CTC and organic Product Portfolio
1.Mountain Mist 2. Harrisons Gold 3. Surya 4. Surianalle 5.Lockhart Brands 6. Touramulla SWOT Analysis
1.HML is one of the most diversified agro-based company having 150 years of experience in corporate farming 2.It is the largest producer of tea in South India and Strength pineapples in India
3.In tea brands, it has regular brands as well as premium brands thus having a huge market share 4.It also produces smaller quantities of a variety of other exotic horticultural crops like Areca nut, Banana, Cardamom, Cocoa, Coffee, Coconut, Pepper and Vanilla
1.Lot of competitionmeans limited market share 2.Decline in company’s tea exportsis a concern Weakness 3.Highly fragmented market in India
1.Come with more flavours in tea 2.Postion tea as a healthy drink as compared to coffee Opportunity 3.Increase its presence in rural market
1. Suppliers from efficient markets like Kenya. Sri Lanka, Vietnam, etc. entering the market 2.Competition from local and regional players 3.Youth does not prefer tea Threats 4.Substitues like juices are becoming more popular Competition
1.Tata tea 2.Society 3.Waag bakri Competitors 4. Brooke-bond Lipton
doc_762217387.docx