ACME Tea Assignment Example | Topics and Well Written Essays - 4000 words

ACME Tea - Assignment Example However, ACME is not a global brand and has presence only in Muscat. Moreover, the company lacks marketing experience, and hence this report suggests a marketing plan based on the situation and industry analysis. The retail sales value of tea in the UK jumped 22% between 2006 and 2011 and was valued at  £655 million in 2011. Almost 87% of the Brits are tea consumers. Sale of loose tea has dropped between 2009 and 2011. Consumers are particularly cutting back on the use of higher price loose tea. However, tea being a staple item for every household, economic downturn is unlikely to have any significant impact on the consumption of tea. The overall tea market is expected to grow by 8% between 2011 and 2016 and reach  £708 million (Mintel, 2012). Sales of ordinary tea bags have been declining steadily over the past few years (73% in 2009 to 70% in 2011) (Mintel, 2012). More exotic varieties such as Green Bags, Fruit and Herbal Bags, Speciality Bags and Decaffeinated Bags, are now preferred by the Brits. Sale of green bags has grown a sensational 83% between 2009 and 2011. As many as 12% of the Brits, drink green tea on a weekly basis. A SWOT analysis has been conducted (Appendix A). The tea industry is experiencing growth as consumers seek health drinks and consider tea to be a health drink. Competition with other beverages and drinks are prevalent but tea is being promoted as a health drink. Green tea and new herbal infusions have been gaining popularity among health-conscious consumers even at the expense of other hot drinks (Groosman, 2011). Suki Tea is a strong contender in the UK tea market as it provides finest loose tea, herbal infusions, and fruit blends from around the world. They focus on ethical sourcing and their teas have Fairtrade, Organic, and Rainforest Alliance accreditation, which have served to enhance their market position (Suki Tea, n.d.). In the UK four companies dominate