Tata Coffee SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3433
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SWOT Analysis of Tata Coffee with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Strengths

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

6. Good visibility through print ads

Weaknesses

1.Intense competition means limited market share
2.Health conscious people avoid coffee as it Contains caffeine

Opportunities

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

Threats

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 economic crisis. As a result, it has suspended coffee imports

Competition

Competitors

1.McLeod Russell India
2.Jay Shree Tea and industries
3.Bansisons Tea Industries

4. Nestle



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