SWOT Analysis of Dhunseri Tea with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Dhunseri Tea and Industries
Dhunseri Tea and industries ltd
Food and Beverages
Power of one
Excellent quality aromatic tea
People looking for high quality tea
Middle and upper class
Quality tea from Assam
1. Known for excellent aroma of tea. 2. It is a Progressive and quality focused tea producer and is among the top 10 tea producers in India 3.Has been in the business for over 5 decades now and so is well established.
4.Leadership in tea segment in Rajasthan
5.100% of its tea gardens are maintained by irrigation to mitigate the ill effects of drought.
6. Company is also into petrochemicals and IT
1.Highly fragmented market in India 2.It is labour intensive industry and has associated issues like unorganized nature of small growers. 3.High cost of production mainly due to low productivity, high energy cost and high social cost burden.
1.Opportunity to earn income through its IT facility on the outskirts of Kolkata
2. Good awareness level world over as to the health attributes of tea leading to growing demand for good
quality teas and specialty teas 3.Narrowing down of the gap between supply and demand due to increased growth rate of
consumption in the major producing countries.
1. Threat due to erratic climate and undistributed rains 2.Better developed packaging and bagging capacity of Sri Lanka. 3. Low cost of production of teas from Kenya, Vietnam and Indonesia etc.
1.Tata Global beverage 2.Warren tea 3. Arcuttipore Tea company ltd.
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