The paper “ Marketing Plan for D J Miles & Co Ltd" is a delightful example of a case study on marketing. D J Miles & Co Ltd is run by the Miles family. The company is tea and coffee merchants based in West Somerset. The company tastes, buys, blends and packs its own brand of tea 'Miles Tea', in Minehead and emphasizes on the provision of quality services for grounding, roasting, and packing. The company has strategically located in the West Country and has an operational experience of 100 years and beyond in using the finest ingredients in tea blending and coffee roasting.
The company factory shop is situated in the Vale Yard, in Porlock, and supplies numerous businesses throughout England’ s South West, which include pubs, hotels, supermarkets, and delis. The Company is owned by the Miles family that has a well-established art of tea blending. The history of tea blending within the Miles family dates back to 1888, where Henry Miles started a tea blending business in Birmingham. DJ Miles Company was incorporated in 1974 by Derek Miles and Norman Halls.
The company quarters are situated in Porlock, Somerset, where the roasting and packing of coffee takes place. Tea blending and packing are carried out in Minehead, Somerset. The staff comprises of 36 employees. Derek Miles and John Halls are on the Board of Directors. The company Managing Director is John Halls, son of Norman Halls. Richard Knight is the organization’ s Marketer/Designer and co-ordinates marketing activities. The company has a group of distributors and a fleet of their own delivery trucks. The company is dedicated to purchasing the finest tea and coffee; the blending/roasting and packing of tea/coffee are done using sophisticated equipment for quality products (Miles Tea and Coffee Merchants).
The Company is considering rebranding of its coffee and tea products. The target consumers are the 18-34 and the 35-54 age groups.