Ledo Tea Company SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Ledo Tea Estate (previously owned by Duncans Agro Industries)

Food Processing and Products

Food & Beverages

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Quality CTC and Orthodox teas from Assam

All users of Tea

Wholesalers and Institutional buyers of Tea Products

Quality tea from Assam

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

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

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

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

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