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Essay / Research Paper Abstract
This 6 page paper looks at the case of Roobios Tea supplied by the student and guides the student on how to write an analysis and marketing plan, with a framework that can be built on and tips for the way the students own paper should be written. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEroobios.rtf
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Unformatted sample text from the term paper:
4. Action Plan 6 5. Budget 6 6. Controls 7 References 8 1. Situation Analysis This section looks at the current position of the firm, who they well to,
how they sell, the company core competences and advantages as well as disadvantages. Rooibos is a unique product; it is a tea that is only grown in one area of
Africa, where it has been developed for tea production. The taste is unique, and the drink has certain potentially valuable characteristics compared to other teas, including no caffeine and a
low level of tannin. This has resulted in the drink being sold as both a tea and as a health drink that aids with a wide variety of conditions, from
colic in babies to helping with insomnia in adults and used as a flavoring in baking and cocktails. The firm is mainly competing in the hot beverage market,
not only with other mass market tea blends where the leaves originate in areas such as India. %0% of the Rooibos tea is exported, with the majority of value adding
processes being undertaken by the companies that buy and the retail or wholesale the tea. This is a strong and growing market; areas such as concern for health, issues regarding
caffeine and other heal drinks such as Yerba mate from South America can be considered. 1.1 SWOT Analysis In terms of a SWOT analysis there are a
number of strengths including the uniqueness of the tea in taste and properties which could be used as a competitive advantage, in terms of the way it can be used
and the perceived health benefits. There has been investment to increase the efficiency of production and it is also economical to produce and buy as well as having a long
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