Marketing

Report Title:

Written Case Study –

“Dilmah Ceylon Tea: Market Development in Australia”

Lectures: Ms. Haslinda Mohd Yunus

Ms. Racheal Louis Vincent

Student: Gip Soong Wing Wayn (4511090)

Tan Quan Rui (4511472)

Date of Submission: 9 October 2014

Tutorial Group: Tutorial 5

Executive Summary

This report is analyze the strategies for Dilmah to restore market share of the Ceylon tea and raise awareness about Ceylon quality tea by introducing Dilmah Pure Ceylon Tea. Firstly, SWOT Analysis is way to understand business situation and further make suitable strategic decision. Next is marketing environment consist of internal and external of the marketing environment to measure extent of environment changes that will affect the business decision and operation. This report also consists of market segmentation, targeting, positioning. Market segmentation measures Dilmah target market or potential customer, targeting where certain segment may be picked and positioning of a business. Besides that marketing mix is also explained to research on Dilmah marketing strategy based on 4p’s. Dilmah is recommended to take action to retain existing market as well as expanding to others potential market.

Table of Contents

Executive Summary...............................................................................2

1.0 Introduction..................................................................................................4

2.0 Problems/Issues Identification.....................................................................4

3.0 Analysis:

3.1 SWOT Analysis............................................................................................5-7

3.2 Marketing Environment.................................................................................8-10

3.3 Customer-Driven Marketing...