Ledo Tea Company SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2182
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SWOT Analysis of Ledo Tea Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ledo Tea Company

Parent Company

Ledo Tea Estate (previously owned by Duncans Agro Industries)

Category

Food Processing and Products

Sector

Food and Be averages

Tagline/ Slogan

-

USP

Quality CTC and Orthodox teas from Assam

STP

Segment

All users of Tea

Target Group

Wholesalers and Institutional buyers of Tea Products

Positioning

Quality tea from Assam

SWOT Analysis

Strengths

  1. Situated in the highly productive tea growing area of upper Assam
  2. Ultra-modern processing factory capable of producing both  orthodox as well as CTC tea simultaneously
  3. Strong back end integration, it plants as well as process the tea
  4. Very large installed capacity of tea factory of 1100  tonnes/annum

Weaknesses

  1. Decreasing revenue and operating profit due to poor brand recognition and its limited sale in the country, small exports
  2. The Industry is highly labor intensive. The  wages  of  workers  are determined  according  to periodic wage settlement  agreements and company ends up paying higher labor cost

Opportunities

  1. Vertically integrate the tea business as well as expanding in further international territories
  2. Greater realization of the domestic market through increased per capita consumption
  3. Export to other south east Asian countries

Threats

  1. Highly seasonal industry and thus demand fluctuates and capacity is not utilized fully
  2. Other beverages like coffee, juices and other regional traditional drinks pose a threat to the demand for tea products
  3. The industry is highly labour intensive and is subject to stringent labour laws. Shortage of labour during peak season is a cause of concern

Competition

Competitors

  1. Assam Company (India) Ltd.
  2. Bombay Burmah Trading Corporation Ltd.
  3. CCL Products India Ltd.
  4. Goodricke Group Ltd.
  5. Tata Coffee Ltd.



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