Goodricke Group SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1940

SWOT Analysis of Goodricke Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Goodricke Group Ltd

Parent Company

Camellia Plc Group Company


Food processing and products


Food & Beverages

Tagline/ Slogan



Excellent orthodox and CTC tea from Dooars, Darjeeling and Assam

Goodricke Group STP


People looking to have excellent quality tea

Target Group

Middle and upper class


Offering different blends of tea from Darjeeling, Assam, etc.

Goodricke Group SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Goodricke Group :

1.  The company has 17 existing tea gardens owned by 8 Sterling Tea Companies

2. A good heritage and reputation stand for it as it was started around 1800s

3. The group is involved in many CSR activities which improves its brand visibility

4. It is backed by Camellia Group which is globally renowned


1. Highly fragmented market in India
2.It is labor-intensive industry and has associated issues like unorganized nature of small growers
3.Difficulties in introduction of mechanization of field operations due to topographical and quality limitations


1. Good awareness level world over as to the health attributes of tea leading to growing demand for good
2. 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.

Goodricke Group Competition


Below are the 3 main Goodricke Group competitors :

1. Tata Global Beverages Ltd
2. Warren Tea Ltd.

3. Arcuttipore Tea Co Ltd

The brandguide table above concludes the Goodricke Group SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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