Description
SWOT ANALYSIS OF TATA COFFEE
Tata Coffee
Parent Company
Tata Group
Category
Food Processing
Sector
Food and Beverages
Tagline/ Slogan
Discover the refreshing world of Tata Coffee
USP
Refreshing taste of coffee STP
Segment
People looking to have quality coffee
Target Group
All people in the upper and middle class
Positioning
Experience the best refreshing coffee SWOT Analysis
1. Strong brand name and one of the largest integrated coffee plantation in the world 2.Has brought about continuous improvement in harvesting and processing techniques by working with Starbucks 3. Has diversified into timber business as well under brand name “Conswood” 4. Strong backing by parent company 5. Good distribution and availability Strength 6. Good visibility through print ads
1.Intense competition means limited market share Weakness 2.Health conscious people avoid coffee as it Contains caffeine
Opportunity
1.Also, domestic consumption being very small, there lies a huge opportunity to expand the market with the help of intensive coffee
promotion 2.Opportunity in terms of diversification into other businesses
1.Cheap labour is one of the most critical cost factors in coffee production. Substantial increase in labour cost can erode competitiveness of Indian coffee in the international markets 2.Coffee is one of the few agricultural crops in India which is subject to taxes 3.Russia, the largest importer of coffee from India, is undergoing an Threats economic crisis. As a result, it has suspended coffee imports Competition
1.McLeod Russell India 2.Jay Shree Tea and industries 3.Bansisons Tea Industries Competitors 4. Nestle
doc_912085637.docx
SWOT ANALYSIS OF TATA COFFEE
Tata Coffee
Parent Company
Tata Group
Category
Food Processing
Sector
Food and Beverages
Tagline/ Slogan
Discover the refreshing world of Tata Coffee
USP
Refreshing taste of coffee STP
Segment
People looking to have quality coffee
Target Group
All people in the upper and middle class
Positioning
Experience the best refreshing coffee SWOT Analysis
1. Strong brand name and one of the largest integrated coffee plantation in the world 2.Has brought about continuous improvement in harvesting and processing techniques by working with Starbucks 3. Has diversified into timber business as well under brand name “Conswood” 4. Strong backing by parent company 5. Good distribution and availability Strength 6. Good visibility through print ads
1.Intense competition means limited market share Weakness 2.Health conscious people avoid coffee as it Contains caffeine
Opportunity
1.Also, domestic consumption being very small, there lies a huge opportunity to expand the market with the help of intensive coffee
promotion 2.Opportunity in terms of diversification into other businesses
1.Cheap labour is one of the most critical cost factors in coffee production. Substantial increase in labour cost can erode competitiveness of Indian coffee in the international markets 2.Coffee is one of the few agricultural crops in India which is subject to taxes 3.Russia, the largest importer of coffee from India, is undergoing an Threats economic crisis. As a result, it has suspended coffee imports Competition
1.McLeod Russell India 2.Jay Shree Tea and industries 3.Bansisons Tea Industries Competitors 4. Nestle
doc_912085637.docx