Tata Tea case study: developing a multinational beverage offering

Publication Date	August 2007
Publisher	Datamonitor
Product Type	Report
Pages	8
ISBN Number	not applicable
Product Code	DAT07165

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£160.00
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Summary

Introduction

This report on Tata Tea forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It concentrates on how the company has developed away from its original business as a plantation owner, to that of a global beverage player with big brands under its wing.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- The Acquisition Of Tetley Signified Tata's Intentions To Grow On A Global Scale
- The Tetley Acquisition Substantially Expanded Tata's Market Share
- The Tetley Deal Signified Tata's Strategic Re-Orientation Towards Branded Goods
- Tata Has Widened The Tetley Product Range To Focus On Healthy Beverages
- Tata Has Been Targeting Asia-Pacific With An Enhanced Tea Push
- Tata Strives To Build On Its Strong Brand Profile In Its Domestic Market Of India
- The Indian Market Offers Growth Potential In Black Tea And Tea Bags
- Tata Has A Loyal Following Among Consumers
- Tata Is Capitalizing On The Premium Trend In India With Upscale Teas
- Chinese Jv Highlights The Growing Importance Of Green Tea To The Company
- Eastern Europe Provides Tata With Further Growth Opportunities
- Tata Recognizes The Growth Of The East European Tea Market With The Acquisition Of Czech Company Jemca
- Tata Continues Its East European Investment With The Purchase Of Polish Tea Trademarks
- The Company Looks To The Us For Major Growth Potential, Especially In Health And Wellness Beverages
- Exploits Growth Of Specialty Teas With Good Earth Teas Purchase
- Tata Ventures Outside Of The Tea Sphere With Glaceau Share Purchase
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
List Of Figures
- Figure 1: Tetley Teas Now Include Green Tea Varieties And Ones With Added Functional Ingredients
- Figure 2: Recent Tata Tea Launches In India Have Focused On Black Tea