Celestial Seasonings Case Study

Title: Celestial Seasonings Case Study
Category: /Business & Economy
Details: Words: 226 | Pages: 1 (approximately 235 words/page)
Celestial Seasonings Case Study
Performance Summary Celestial Seasonings is performing quite well. Tea sales in the U.S. are over $1 billion per year and it has captured 54% of the market. After its independence from Kraft, it made an IPO that brought in $38 million. Its marketing concept works and sustains loyalty by increasing customer involvement. Celestial Seasonings uses its penetration pricing strategy to have a competitive advantage over Lipton and Bigelow. It lost $3 million in 1993, but bounced back in 1994 with …showed first 75 words of 226 total…
You are viewing only a small portion of the paper.
Please login or register to access the full copy.
…showed last 75 words of 226 total…Marketing: focused growth via health consciousness, brand awareness, strong customer loyalty, distinctive packaging 4.Low employee turnover 5.Quick decisions, less paperwork since Kraft 6.Price lower than competitors 7.Recognized as an environmentally-friendly company 8.Large market share 9.Quality control Weaknesses 1.Dependency on one production site 2.$45 debt 3.Little new product development 4.Company might be growing too slowly 5.No presence is fast growing liquid tea segment 6.Difficulty in producing the same flavor from the same herb 7.Shaky history with Kraft

Need a custom written paper?
Buy a custom written essay and get 20% OFF the first order