Aaesha Salian

Dipti Bharwada

Jayesh Mankame

Jini varghese

Rani Pansare

Sagar Pitale
Vision:-
 Build long lasting relationships through trust by maintaining the Quality.
 Be result oriented.
 Be progressive and lead from the front.  Change with the times.
 Be socially responsible.  Return to the society a share of the gains from commercial
enterprise.

Mission Statement:-
Serving the Taste of trust

Objectives:-
 Main objective is to become a national player.
 Wagh Bakri Tea Lounge objective is to offer consumers tea in a style of their own
and enjoy drinking with their favorite choice of snacks. 
 Threat of New entrants
Encouraging Government Policies Like Food and Beverage Act.

Focus is now on the existing Markets but if Focus changes for

tapping the international markets than this may affect high
market share in Gujarat as national players like HCL and Tata
focusing towards these markets.

Bargaining Power Bargaining Power

of Suppliers Industry of Buyers
Approx 700 tea companies
Large Number of Producers of rivalry
in India having intense
Large Number of Buyers Buying
the Product
tea in India rivalry among them
Bargaining Power of Buyers is
Suppliers product create Low Market dominated by large
extremely High as many options
switching Cost. unorganized players.
available
Low switching Costs.
Not Much product Differentiation
Slow Industrial growth in terms of taste and also Low
switching Cost.

Buyers Purchase large Proportion

Threat of Substitute of Industry Total Output

Products
Substitutes Like coffee, juices, Cold Drinks, etc.

Existing Consumers are Loyal

Substitute Product price may be lower and price war is

unavoidable

Substitute Product Quality and Performance may be

 Strengths
The company has an advantage of
its marketing research.
The company has the quality
consistency in their products and
they are very keen about the quality
of their product.
The company has a variety of
quality product according to the taste
of consumers.
The company has a great advantage
of their goodwill in the market.
Opportunities
To be a Market Leader nationally.
Market Opportunity in Mumbai and to capture the
Mumbai Local market.
Launch of Exclusive tea bars ( Opened in Mumbai and
now at other places.)
Export Potential in some major Countries.
To come up with New flavors of tea apart from
the existing Flavors
New Product Development
Export Potential.
Mergers and Acquisitions.
Weakness
Though the company has third
position in the market, yet they have
not captured the all over world market.
One of the weaknesses of the
company is ‘oolong tea’, it is mainly
exported but it is not sold in domestic
market even if may captured a good
market share.
It is tuff to sell tea in those regions
were mainly people are non-tea
drinkers.
Threats
Rising inflation, which reduces
disposable income of consumers
Threat from loose tea Market
Shares.
Competition from MNC
Global Competition
Low Barriers.
Globalization.
The company faces competitions by
HUL who has 10% growth in market.
The company faces severe
competition with regional players in
some regions.
 Tea Buying from the Tea plantations in Assam and
Darjeeling.

 Tea blending ( Mixing of Tea and making it in a powder

form to make different blends of tea)

 Tea tasting by the top management

 Tea Packaging in Pet Jars, packets and Staple Free bags

 Tea Marketing ( Advertisements, Print Ads, Radio, TV)

 Tea Selling ( Online, Retail Stores, distributors, etc)

 Retail Outlets and Tea Lounge.

LOW-COST LEADERSHIP:-As name symbolizes Chai for all segments,
 Nav-chetan for lower segment people
 Mili tea for mass market
 Darjeeling tea for the Rich People.

BROAD DIFFERENTIATION:-
 Tea Bags- Staple Free bags ( Only company in india having staple free machines)
 Consistent Quality and quality control for all the kinds of tea.

FOCUS STRATEGY BASED ON LOW COST:-

 Mili tea –Good Quality at reasonable price.

VERTICAL INTEGRATION STRATEGIES:-

 Backward- By purchasing Tea Plantations for increasing the quality of products.
 Forward- Tea Lounge by giving wet sampling.
Entering new business:-
 Tea Lounge

 Tea Plantations

Related Diversification:-
 Introduction of Iced tea with different flavors.

 Introduction of Coffee in the Future

 PRODUCTS
M PRESENT NEW

A Tea Blending
Iced Tea Tetra Packs
Organic Tea
R  Retailing
Introduction of Coffee
T NESE RP

K
E Entering into new markets Own Tea Plantations

T
in India for quality control
Enter into Global Markets Tea Lounge
WE N

S
 BCG Matrix
Market Share

High Low
Wagh Bakri Tea
M D’ling Tea
H
A Organic Tea
i
R
g
K
h
E
T

G
Mili Tea Tea Bags
R
O L
W o
T w
H
 Competitive Strength Measure Weight Strength Weighted

Relative market share 0.20 5 1

Technology and innovation capabilities 0.25 7 1.75

Brand name reputation/image 0.20 6 1.2

Quality Control 0.20 7 1.4

Price Competencies 0.10 4 0.4

0.05 3 0.15
Degree of profitability relative to competitors

Sum of assigned weights 1.00

Competitive strength rating 5.9