SWOT Analysis of Tata Coffee with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Food and Beverages
Discover the refreshing world of Tata Coffee
Refreshing taste of coffee
People looking to have quality coffee
All people in the upper and middle class
Experience the best refreshing coffee
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
1.Intense competition means limited market share 2.Health conscious people avoid coffee as it Contains caffeine
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 economic crisis. As a result, it has suspended coffee imports
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