Marketin Strategy
Table of Contents
Executive Summary…………………………………………………………..page 2 Company Description………………………………………………………...page 3 Strategic focus and plan………………………………………………………page 3-4 Mission/Vision Financial and strategic objectives Strategies and tactics Situation analysis………………………………………………………………page 4-11 5C Analysis Competitor, collaborator, consumer, company, context SWOT Analysis Market-Product Focus…………………………………………………………page 11-13 Marketing and Product Objectives Differential advantage Positioning Marketing Mix Program………………………………………………………page 13-15 Conclusion……………………………………………………………………….page 15 Bibliography…………………………………………………………………….page 16-17 Appendix A……………………………………………………………………...page 18 Appendix B………………………………………………………………………page 19 Appendix C………………………………………………………………………page 20 Appendix D……………………………………………………………………....page 21
Executive Summary Teeba herbal teas, a product manufactured by Al Salam Mills in Jordan has recently expanded to countries outside the Middle East (see appendix A). In Canada, Teeba now serves the Arabic market in providing a high quality herbal tea. Teeba, the Arabic word for ‘delicious’, comes in ten different flavors of herbs that have been always used as food seasoning but never as a tea product. Relying on this uniqueness of their tea, the general association of health with herbal tea and the aging and weather trends in Canada that spike the demand for tea, Al Salaam hopes to expand its Teeba product to the general Canadian tea market targeting the 18-34 year old users via grocery stores such as No Frills, LobLaws and Sobeys.
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Company Description Al Salam Mills is a privately owned leading food and beverage manufacturer in the Middle East since 1966. Al Salam Mills is dedicated to providing high quality products at low costs for its general market of users. It offers a diversity of products each under one of its eight well known brand names (see Appendix A). With the increased technological innovation around them, Al Salam was the first
Executive Summary…………………………………………………………..page 2 Company Description………………………………………………………...page 3 Strategic focus and plan………………………………………………………page 3-4 Mission/Vision Financial and strategic objectives Strategies and tactics Situation analysis………………………………………………………………page 4-11 5C Analysis Competitor, collaborator, consumer, company, context SWOT Analysis Market-Product Focus…………………………………………………………page 11-13 Marketing and Product Objectives Differential advantage Positioning Marketing Mix Program………………………………………………………page 13-15 Conclusion……………………………………………………………………….page 15 Bibliography…………………………………………………………………….page 16-17 Appendix A……………………………………………………………………...page 18 Appendix B………………………………………………………………………page 19 Appendix C………………………………………………………………………page 20 Appendix D……………………………………………………………………....page 21
Executive Summary Teeba herbal teas, a product manufactured by Al Salam Mills in Jordan has recently expanded to countries outside the Middle East (see appendix A). In Canada, Teeba now serves the Arabic market in providing a high quality herbal tea. Teeba, the Arabic word for ‘delicious’, comes in ten different flavors of herbs that have been always used as food seasoning but never as a tea product. Relying on this uniqueness of their tea, the general association of health with herbal tea and the aging and weather trends in Canada that spike the demand for tea, Al Salaam hopes to expand its Teeba product to the general Canadian tea market targeting the 18-34 year old users via grocery stores such as No Frills, LobLaws and Sobeys.
2
Company Description Al Salam Mills is a privately owned leading food and beverage manufacturer in the Middle East since 1966. Al Salam Mills is dedicated to providing high quality products at low costs for its general market of users. It offers a diversity of products each under one of its eight well known brand names (see Appendix A). With the increased technological innovation around them, Al Salam was the first
Bibliography: http://www.td.com/economics/topic/ca0805_small_business.jsp Consulted on: December 6th , 2005 · The Tea Market- a background study. (2002) Online at: http://www.maketradefair.com/assets/english/TeaMarket.pdf Consulted on: December 6th , 2005 17