A company analysis of Lipton Tea, including external environment, internal Environment, SWOT analysis, and strategic recommendations.
Written in 2004; 3,387 words; 8 sources; MLA; $ 96.95
Paper Summary:
This paper examines how Lipton has marketed and produced tea for over a century, dominating the U.S. tea industry and leading in the tea bag, instant tea, and ready-to-drink tea markets. In particular, it looks at how it has continued to be very successful for the past decade with expansion of its lines and joint ventures.
Outline
Tea History
Tea in America
Lipton History
Lipton's Venture with Pepsi
Current Status and Key Issues
Internal Analysis
Core Competencies
Strengths
Weaknesses
External Analysis
Strategic Recommendations
From the Paper:
"Furthermore, Lipton's marketing skills and abilities have proven to be a core competency. The tea industry is dominated by one marketer: Lipton owned by Unilever. Lipton is the leader in top two tea segments, Ready to drink and regular. Overall, Lipton accounts about on third (1/3) of the US tea market, and spends about $36 Million on consumer advertising. As the tea market leader, Lipton tends to be a big promoter, regularly employing coupons, sampling, and sweepstakes. Lipton also has an attraction to high profile sports sponsorships. In the past, it has sponsored professional tennis and NASACAR racing. Most recently, it became the official sponsor of the PGA tour with its RTD teas (Brisk and Lipton Iced tea) being endorsed by golf great Justin Leonard."
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