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Performance Summary Celestial Seasonings is performing quite well Tea sales in the US 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 a 65 million net income Its assets have grown to over 53 million while maintaining steady growth The company has managed to successfully combine its informal culture with professional corporate management It has received praise for its focus on preserving the environment and being one of the 100 best companies to work for in America In 2000 it merged with the Hain Food Group to become the Hain Celestial Group Strengths 1Highly integrated production process 2Successful marketing plan--goodness truth beauty 3Marketing focused growth via health consciousness brand awareness strong customer loyalty distinctive packaging 4Low employee turnover 5Quick decisions less paperwork since Kraft 6Price lower than competitors 7Recognized as an environmentally-friendly company 8Large market share 9Quality control Weaknesses 1Dependency on one production site 245 debt 3Little new product development 4Company might be growing too slowly 5No presence is fast growing liquid tea segment 6Difficulty in producing the same flavor from the same herb 7Shaky history with Kraft
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