Presented By: Qurban Ali Farooqui Mansoor Ayaz

INTRODUCTION
Headquartered in Great Britain, is a leading international tea company selling over 60 Tetley branded products to over 40 countries worldwide. Tetley is the second largest tea bag brand in the world; it is the number one tea bag brand in Great Britain and Canada and has significant market shares in the United States, Australia, Poland and France. Beyond these markets Tetley is steadily growing its presence in the rest of Europe, particularly the former Eastern block countries and throughout the Caribbean and lesser-developed markets such as Bangladesh, Pakistan and Russia where Tetley was launched last year. Tetley has a customized portfolio of offerings for each country, ranging from Black, Green, Fruit & Herbal Teas, Iced Ready-to-drink Teas and an extensive range of exotic Specialty Tea. The Tetley brand is accorded "Super Brand" recognition in Great Britain.

TETLEY IN PAKISTAN
Tetley launched in Pakistan in January 2004 with a range of black teas, blended specially appeal to the sophisticated palette of the Pakistani tea drinker at our joint venture factory north of Karachi. Pakistani consumers are real tea connoisseurs with a preference for quality, strong loose-leaf teas. We have blended the finest African teas from Kenya, Tanzania, Rwanda, Burundi as well as Ceylon for the market into four ranges including Tetley Patti, Tetley Dana, Tetley Mixture and Tetley Gold. The range is available in a mix of packet sizes and formats including traditional loose teas in cartons and sachets and string and tag tea bags.

S W O T ANALYSIS
Strengths Patents Strong brand names . Good reputation among customers. Cost advantages from proprietary know-how Exclusive access to high grade natural resources. Favorable access to distribution networks. Experienced & Quality Management. Strong Heritage (Emotional Value). Integrated Production Process. International Exports. Strong Supply Line. Strong Financial Position. Highly Innovative, strong R&D

Weaknesses
Weak brand name awareness among lower class. Poor reputation among less aware potential customers. High cost structure. Lack of access to the best natural inland resources. Seth like culture Distribution relatively weaker in Areas other than Sindh. Highly Dependent on competitors (Tapal, Lipton) Equity. Relative Technological Backwardness which increasing local costs

S W O T ANALYSIS
Opportunities An unfulfilled customer need Arrival of new technologies Loosening of regulations Removal of international trade barriers Increasing purchasing power of the consumer. Untapped rural market. Increased consumer awareness. Improvement in relations with India provides new markets. Recent pick up of flavored/iced Tea at local restaurants. Rise of PR based carnivals/festivals, also due to the law and order situation. Threats Emergence of substitute products New regulations Increased trade barriers Cold drink consumer market increasing share. Loose Tea & Smuggled tea. Fluctuation of tea prices Inflationary price pressure (stability is believed to be unsustainable by some economic experts). Strong Competition.

S W O T ANALYSIS
Opportunities An unfulfilled customer need Arrival of new technologies Loosening of regulations Removal of international trade barriers Increasing purchasing power of the consumer. Untapped rural market. Increased consumer awareness. Improvement in relations with India provides new markets. Recent pick up of flavored/iced Tea at local restaurants. Rise of PR based carnivals/festivals, also due to the law and order situation. Threats Emergence of substitute products New regulations Increased trade barriers Cold drink consumer market increasing share. Loose Tea & Smuggled tea. Fluctuation of tea prices Inflationary price pressure (stability is believed to be unsustainable by some economic experts). Strong Competition.