Case Study Of Tata Global Beverages Ltd

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Tata Global Beverages Ltd, a natural beverages company present in over 40 countries, is the second largest player in the tea category. They are also lead players in coffee and water. The company focuses on creating magical beverage moments for its customers through innovation and development.
INDUSTRY STRUCTURE
As a consequence of recent political changes in some of the countries where the company operates, the global economy continues to be in doldrums. Though the black tea market has been growing steadily in Asia, there has been a fall in the everyday black tea consumption in some of the developed markets. Consumer behaviour has evolved over time with some customers seeking better value and others seeking convenience, health and improved lifestyle.
In India, tea prices have fallen significantly as a result of better weather conditions and availability. The prices are expected
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BRANDED BUSINESS
The company has witnessed an increase in the operating revenue and operating profits in India in spite of the effects of economic events like demonetisation. Tata Tea Maharashtra and Tata Coffee Grand have been performing well. New launches like Tata Tea Elachi and the Teaveda range helped increase market penetration by targeting specific customer groups.
Despite volatility in the currency and the impact of Brexit, UK and other European countries showed improvements in profits as the management took timely preventive measures to tackle the challenges. Russia, Canada, US and the middle-east countries also showed significant growth during the year.
TGBL’s products have won many prestigious awards like the Grocer Product Award 2016, Product of the 2017 Award and the Emvies.
b. NON BRANDED BUSINESS
The company’s non-branded businesses consist of plantations and extractions vertical. There was a growth in profitability due to volume and price realization. Tata Coffee has also been awarded the ‘Most Ethical Company’ title in the Agriculture

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