Case Study report,The case study you will need to address is: Dilmah Ceylon Tea: Market Development in AustraliaRaymond Lee
Word limit: Between 3000 +/- 300 words
Your task in this assessment is to analyse a case study in pairs that provides
a critique of the issues in the case. It is important to write your case study in a flowing format,
ensuring the topics raised in any questions at the end of case studies are answered, but
importantly do not write the case study in a question:answer format.
minimum 8 references list,50% need to be journal or article
in text citation is needed.
Your task is to research the following:
For Problem/Issue Identification, you may at least relate to the marketing environment.
For Analysis: Relevant concepts should be:
1. The Marketing Environment
- SWOT Analysis (Explanation & Diagram)
- Marketing environment (Internal & External)
2. Whether the market could be segmented
a) If so, who the target market is
b) If not, explain why not
-STP’s (Segmentation, Targeting & Positioning)
3. How you would manage the marketing mix for this product
-Marketing mix (4 P’s) (Eg: for Product relate to current & new)
-Future strategies the company should consider to sustain its market position in Australia
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