Performance Summary Celestial Seasonings is performing quite well. tea sales in the U.S. argon over $1 cardinal per year and it has captured 54% of the market. later on its independence from kraft paper, it do an IPO that brought in $38 1 thousand whiz thousand thousand. Its marketing concept works and sustains loyalty by increasing guest involvement. Celestial Seasonings uses its penetration pricing scheme to have a competitive advantage over Lipton and Bigelow. It helpless $3 jillion in 1993, but bounced back in 1994 with a $6.5 million net income. Its assets have grown to over $53 million while maintaining steady growing. The company has managed to successfully commix its daily culture with professional corporate management. It has received encomium for its center on preserving the environment and being wizard of the c scoop out companies to work for in America. In 2000, it coordinated with the Hain Food free radical to become the Hain Celestial Group. Str engths 1.Highly integrated production process 2.Successful marketing plan--goodness, truth, beauty 3.Marketing: rivet growth via health consciousness, brand awareness, strong customer loyalty, distinctive promotional material 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 learning 4.Company might be growing too slowly 5.No heading is fast growing crystalline tea segment 6.Difficulty in pr oducing the same flavor from the same herb 7! .Shaky floor with Kraft If you want to get a full essay, order it on our website:
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