Marketing Objectives Essay Example for Free

merchandising Objectives EssayExecutive SummaryCeylon teatime came into being nearly a century and half put up when the then existing coffee plantations, struck by a deadly disease which virtu e actually(prenominal)y prove the death knell of coffee in Ceylon as it was then called, were converted to teatime plantations. Nearly all the coffee plantations were very soon converted to tea plantations. As Ceylon Tea made its mark in the knowledge domain and was being abundantly traded in the markets, measures were instituted to facilitate and monitor the process of manufacture and sale of tea to be shipped to foreign countries. On 30th July 1883 the first public sale of tea took place. The Ceylon Chamber of transaction brought under its purview the conduct of these auctions. In 1894 the Ceylon Tea bargainers Association was established. To sidereal day almost all tea let ond in Sri Lanka is sold in auctions conducted by these two boldnesss.IntroductionThis assignment is ch ief(prenominal)ly about a FMCG product which the organisation depends only on Tea. I have secti hotshotd this assignment in to several(predicate) sections, to make the reader easy and understandable. I have in like manner come backn a brief appraisal about merchandise orientation course, tombstone steps to fol number one to be merchandising orientated and withal difficulties of implementing trade orientation. Then I have spoke about the marketing milieu with micro and macro environment and also how these environments partake to the organisation.At last I worked with marketing mix and how the marketing mix elements ar blended together in an organisation.I hope this assignment departing be something different and evoke task for you.Thank you.MethodologyMainly concentrated on preliminary data questionnaire and the discover also contains secondary data from www.zaidtea.com Got reference from articles and books argon revealed by tables and diagrams. Also discussed and got ideas from people who be in the mettlesome position in the tea industry.Body of AssignmentTask 11. Zaid Tea troupe1.1 intimately Zaid TeaThe Company incorporated in 2008 was formed in the year 1998 by a soulfulness with multifaceted experience gained in the tea industry and inherited from his forefathers of two previous generations.Naushad Jamaluddin the Managing Director/ chief executive officer of ZAID TEA CO. (PVT) LTD and a scion of an icon in the tea industry was nurtured in it from an early age during the term of office of his school days whilst assisting his father and grandfather in their tea business and plantations. He was trained in the delicate art of tea tasting by some of the go around experts in the industry. He has blossomed to be an expert, having an exquisite flair in tasting and blending teas to meet the most exacting requirements of his buyers. Zaid Tea with its vigorous experienced, diligently trained resource personal and cutting edge knowhow is emine ntly suited to seamlessly source and translate the most exacting tea blends to its diverse worldwide clientele. Selecting for them the choicest of teas produced in factories primed(p) in the tea plantations of the primaeval highlands of Sri Lanka and sold at the ColomboTea Auctions, apiece having their distinct and subtly varying aroma, face and strong drink Zaid Tea Co (Pvt.) Ltd is incorporated as a limited liability company under the Companies telephone number of Sri Lanka. It is registered as an exporter of Ceylon Tea with the Sri Lanka Tea Board the restrictive body of the Government of Sri Lanka entrusted with the task of ensuring the maintenance of the character and image of Ceylon Tea exported from the country The Co. is also registered with the Sri Lanka Export fall apartment Board as an exporter of Ceylon Tea. This is a nonher regulatory body of the Government of Sri Lanka promoting exports in general from the country1.2 Products and Main BrandsZaid Tea Company has their protest pit the Maskeliya Kahata range of black teas comes in atomic number 13 pouches and tea bags with their distinct aroma, flavor and liquor. The teas come from plants grown in the cool crispy air of the messiness ranges of the Hatton Maskeliya tea plantations famed for its teas with its distinctly fine aroma and flavorFurther they have their own stigma of blended teas and green teasBlack Teaa) Maskeliya Kahata in aluminum pouchesb) Maskeliya Kahata in tea bagsa) Kingswood Tea in loose packagingb) Kingswood Tea in tea bags flavored and tastelessGreen Teaa) Kingswood Green Tea in loose packaging* Kingswood Green Tea in tea bags flavored and unflavored1.3 Servicesa) BLACK TEABulk Teas They source and deliver unblended or specified blends worldwide packed in paper sacks, plywood chests and corrugated cartons with inner lining of both aluminum foil or suitable polythene to retain the freshness and aromaBranded Teas They also source as per customer specification s and blend, package in printed cartons or other packaging as per their own brands and deliver worldwideFlavored Teas Here too we can supply either in bulk or as per customers branded or un branded packaging cinnamon, vanilla, ginger etcb) GREEN TEAZaid Tea be in a position to supply you Green Tea plucked and processed from the finest tea gardens located in of the high mountainous terrain found in the central highlands of Sri Lanka where the air is fresh, pure, cool and crispy. It is manufactured to the highest outside(a) standards. Like black tea we can supply in bulk or customized brand, packaging and seasoner unflavored, jasmine, mint etcTask 021. What Is trade OrientationA business which begins work on, or philosophy that foc theatrical subprograms on identifying and meeting customers needs and wants satisfyingly. -Himaz Ahamed2. Key steps that Zaid Tea should implement in baffle to be marketing oriented 2.1 node FocusedAn government activityal orientation toward sat isfying the needs of capableness and actual customers. Customer focus is considered to be one of the keys to business success. Achieving customer focus involves ensuring that the whole organization, and not just frontline service staff, puts its customers first. All activities, from the planning of a new product to its production, marketing, and after-sales c atomic number 18, should be built to a greater extent or less the customer. Every department and every employee should share the same customer-focused vision. This can be aided by practicing bang-up customer relationship management and haveing a customer relations program. In gild to achieve this, the organization moldiness a) Define its market, effectively segment and target the right customer and listen to customers. b) An extensive syllabus of employee education and communication may be necessary to introduce customer focus in order to perform the environment that encourages to think customers. c) Implement an effecti ve marketing information system that will dock customer needs on a continuous basis. 2.2 Competitor FocusedIn terms of competitors, in marketing and strategic management is an assessment of the strengths and weaknesses of current and dominance competitors. This analysis wills both an offensive and justificatory strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one mannikin in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment.Competitor focused concept is more preferable in markets which are evolution very fast. Tea also one of the fastest growing market in Sri Lanka. So Zaid Tea also can invest in gathering more data about competitors which will enable them to set up innovations at lower costs. 2.3 Strategic VisionDevelop a long-term, market-oriented strategic vision by viewing marketing as more than a series of promotional tools and techni ques. Strong leadership from the top with high level executives building a customer philosophy into their business plans and define the future in terms of creating long-term value for stakeholders.Figure-01 Market vs Operations oriented structure3. Difficulties in Implementing selling Orientation Concept to Zaid Tea Even though Zaid Tea magnate feels that the marketing orientation is the only correct path to be successful, in practice there are likely to be barriers in developing such an orientation. They are as follows 3.1 Lack of Effective Customer ServiceThe job of the customer-service staff involves more than just answeringquestions and providing solutions to problems that arise. For market orientation to prove successful, it must also include customer-service representatives who take the time to get to know each customers needs and preferences. Zaid Tea Company also can gather records of the feedback it receives and analyze them for use in developing market-orientation plan s. Without such customer-service efforts, company loses key opportunities to obtain information. 3.2 Lack of Marketing KnowledgeLack of marketing knowledge, skill and experience are among the challenges of developing market-orientation plans. Many company employees understand basic marketing concepts, but lack the in-depth knowledge needed to develop marketing-orientation strategies that work. Some companies deal with this by seeking additional education for key employees or by hiring experienced, handy sellers. Skilled marketers can help develop solid plans and give direction to key employees and departments. For example, an experienced marketer might help customer service, sales and technical-support departments learn how to incorporate a companys overall market orientation plan. 3.3 Conflict among marketing and other functionsThe power struggle between different departments within an organization can hinder the process.Task 031. Marketing surroundings FrameworkA companys marke ting environment consists of the actors and forces outside marketing that affect marketing managements ability to build and entertain successful relationships with target customers.(Philip Kotler 12th Edition)Figure-02 the marketing environment2. Micro milieu2.1 DefinitionFactors or elements in an organizations immediate area of operationsthat affect its performance and decision-making freedom. These factors include competitors, customers, distribution conduct, suppliers, and the general public. Micro Environment Description Factors that impact to Zaid Tea Suppliers A party that supplies goods or services. A supplier may be distinguished from a contractor or subcontractor, who commonly adds specialized input to deliverables. A suppliers behavior will directly impact the business it supplies. If a supplier results a poor service Zaid Tea this could step-up timescales or product theatrical role. An increase in raw material prices will affect an organizations Marketing Mix strat egy and may even force price increases. Close supplier relationships are an effective way to remain competitive and secure quality products. Intermediaries Firm or person (such as a broker or consultant) who acts as a mediator on a link between parties to a business deal, investment decision, negotiation, etc. Intermediaries usually specialize in specific areas, and serve as a conduit for market and other types of information. Also called a middleman. Zaid Tea must partner effectively with marketing intermediaries to optimize the performance of the total system. Competition The marketing concept states that to be successful, an organization must provide greater customer value and satisfaction than its competitors. Competitor analysis and monitoring is crucial if an organisation is to maintain or improve its position within the market. If a business is unaware of its competitors activities they will find it very difficult to beat their competitors. The market can move very quickly. As a business it is pregnant to examine competitors responses to these changes so that you can maximise the impact of your response. Customers A person, company, or other entity which buys goods and services produced by another person, company, or other entity. Zaid Tea Companys marketing plan should aim to attract and retain customers by products that meets their wants and needs and excellent customer service. Publics A public is any group that has an actual or potential impact on an organizations ability to achieve its objectives. According to Zaid Tea there are number of publics that will impact. They areFinancial Public, Local Public, Media Public, Government Public, General PublicZaid Tea should keep a good relationship with these publics in order to runsuccessful business. 3. Macro Environment3.1 DefinitionThe major(ip) external and uncontrollable factors that influence an organizations decision making, and affect its performance and strategies. These factors include the economical factors demographics legal, political, and social conditions technological changes and natural forces. Macro environment is also known as uncontrollable environment.Figure-03 Macro environment forcesThe main forces in the macro environment are commonly denoted by the mnemonic PESTEEL forces. a) Political Environmentb) sparing Environmentc) Social and cultural Environmentd) Technological Environmente) Ecological Environmentf) Ethical Environmentg) Legal Environment3.2 Political EnvironmentThe first element of a PESTEEl analysis is a direct of political factors. Political factors influence Zaid Tea Company in many ways. Political factors can do advantages and opportunities for Zaid Tea. Conversely they can place obligations and duties on company. Political factors include the following types of instrument Legislation such as the minimum wage or anti discrimination laws. Voluntary codes and practices Market regulations Trade agreements, tariffs or restrictions Tax levi es and tax breaks Type of government regimeNon conformance with legislative obligations can lead to sanctions such as fines, adverse publicity and imprisonment. Ineffective voluntary codes and practices will often lead to governments introducing legislation to perplex the activities covered by the codes and practices. 3.3 Economical EnvironmentThe second element of a PESTEEl analysis involves a study of economic factors. Zaid Tea Company also affected by national and global economic factors. theme and global interest rate and fiscal policy will be set around economic conditions. The climate of the economy dictates how consumers, suppliers and other organisational stakeholders such as suppliers and creditors behave within nine. An economy undergoing recession will have high unemployment, low spending power and low stakeholder confidence. Conversely a booming or growing economy will have low unemployment, high spending power and high stakeholder confidence. A successful organisation will respond to economic conditions and stakeholder behaviour. Furthermore Zaid Tea will need to examine the impact economic conditions are having on their competitors and respond accordingly.Task 041. Traditional Marketing Mix1.1 What Is Marketing MixMarketing mix is the set of controllable tactical marketing tool that firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the ask for its product. Thus in performing their key tasks marketing managers have at their disposal marketing programs to create customer satisfaction and ultimately profit for the organisation. These tools are often referred as the 4P s on how to use these ingredients require marketing research and information. Marketing mix variables are as followFigure-04 Traditional Marketing Mix2. How The Marketing Mix Elements Are Blended Together In Zaid Tea Company Sri Lanka is one of the oldest tea producing countries in the world comm ercial Production was started in 1867 by the British planter pile Taylor in Loolecondera Estate in Kandy. The tea produced in this country, popularly known as Ceylon Tea, ranks among the best available teas in international trade. In 2007, Sri Lanka was the third-largest tea-producingcountry globally, with a 9% share of global production, producing 30.6 gazillion kilograms of tea. The total extent of land under tea cultivation has been estimated at approximately 187,309 hectares.Sri Lanka produces tea passim the year, and the growing areas are mainly concentrated in the central highlands and southern inland areas of the island. They are generally grouped under these headings according to their elevations, with high growns ranging from 1200 m upwards, mean(a) growns covering between 600 m to 1200 m. and low growns from sea level up to 600 m. High grown teas from Sri Lanka are renowned for their taste and aroma.The two types of seasonal worker tea produced in these areas, Dimbula and Nuwara Eliya, are much sought-after by blenders in teaimporting countries. Uva teas from the easterly Highlands contain unequalled seasonal characteristics and are widely used in many quality blends, particularly in Germany and Japan. The medium grown teas provide a thick colour variety which is popular in Australia, Europe, Japan and unification America. The teas produced in low grown areas are mainly popular in Western Asia, Middle Eastern countries and CIS countries. Most factories in these areas produce what is known as a leafy grade of tea, the tea leaves of which are highly twisted and can grade into long particles.2.1 ProductTea is produced from the Camellia Sinensis plant. The tea plant, which is evergreen, isnt a shrub as popularly believed but a tree that is grown like a shrub to facilitate the process of tea plucking and production. It is native to Southeast Asia and is grown in a wide range of climatic conditions across the world. Tea is mainly produced in India ( the worlds largest producer), Sri Lanka (till recently the worlds largest exporter), China, Kenya, Vietnam, Indonesia and Malaysia. The differing climatic conditions in the worlds various tea growing areas influence the quality and taste of the various teas.Zaid Tea Company has their own brand the Maskeliya Kahata range ofblack teas comes in aluminium pouches and tea bags with their distinct aroma, flavor and liquor. The teas come from plants grown in the cool crispy air of the mountain ranges of the Hatton Maskeliya tea plantations famed for its teas with its distinctly fine aroma and flavorFurther they have their own brand of blended teas and green teasBlack Teac) Maskeliya Kahata in aluminium pouchesd) Maskeliya Kahata in tea bagsc) Kingswood Tea in loose packagingd) Kingswood Tea in tea bags flavored and unflavoredGreen Teab) Kingswood Green Tea in loose packaging* Kingswood Green Tea in tea bags flavored and unflavored2.2 Price fudge 02- Price List Effective from initiativ e January 2013 of Maskeliya Kahata ZAID TEA CO (PVT) LTDPrice List Effective from 1st January 2013Product MRP WSP QDPMaskeliya Kahata 20g 20.00 18.00 17.10 Maskeliya Kahata 50g 42.00 36.96 35.11 Maskeliya Kahata 100g 84.00 73.92 70.22 Maskeliya Kahata 250g 195.00 171.60 163.02 Maskeliya Kahata 500g 385.00 338.80 321.86 Maskeliya Kahata 1Kg 755.00 615.00 584.25 Maskeliya Kahata 2Kg 1,495.00 1,215.00 1,154.25 Maskeliya Kahata100 Tea Bags 250.00 220.00 209.00 MRP Maximum (Marked) Retail Price WSP Wholesale Price Price to Retail Trader QDP Quantity Discounted Price The above table shows the effective price list of Maskeliya Kahata from 1st January 2013.2.3 PlaceThe role of this element basically describing availability, which is right place and the right time. Zaids Maskeliya Kahata is also available in every retailer shops. A channel of place is a set of interdependent organisation, which helps to make a product available in market for use of consumer . Zaid Tea also uses this concept of channels in order to provide Maskeliya Kahata available in the market. The below diagram denotes how Zaid Tea uses the distribution channels.Figure-05 Distribution channels of Zaid Tea* Note- thither is also another Distribution channel methodPRODUCER AGENT interlocutor RETAILER CONSUMERConclusionIn a fast growing market day by day everything is fluctuating faster than we expect. Products and services are also same. The purpose of the project is to exhibit organisation to be marketing oriented and to aware about the marketing environment with micro and macro environment , how these environments impact to the organisation.RecommendationsPlantation companiesa) Explore the possibilities of upgrading plantation jobs, by providing upward movement, to attract more workers to work in the earth.b) There should not be any effort from the plantation companies to dilute the existing labour laws which protect the workers in the tea industry, on thegrounds of declining returns.c) The big companies could also tie up with the ILO and other civil society organisations to help small growers achieve minimum labour and environmental standards. Adherence to such standards will give an additional product value to the tea being sold at the retail level. In return, the companies could provide incentives in terms of better prices to the small growers. Thesepractices could work to the advantage of both.The governmenta) Provide technical and marketing assistance to the small and marginalized Farmersb) Provide credit schemes and debt management services to the plantationsc) Strengthen the relationships between small tea growers and private processing factories. Develop a strategic intervention in order to help each actor aware of their rights and responsibilities within the value chain.International tea buyersa) Take responsibility for conditions in their wide-cut tea value chains, particularly where they have more influence.b) Provide support to the small tea growers through with(predicate) technical and marketing assistancec) Pay a higher price for tea produced in a sustainable processd) Do not lobby to dilute the social protections available to tea estate workerse) Conduct multi-stakeholder monitoring and verification of the social and environmental standards on the tea estates from which tea is procuredAnnexureReferences* PCM Text entertain* Kotler P. Marketing Management 9th Edition, Prentice hall of India, 1997, pp 128-150 * www.zaidtea.com