Essays on Dilmah Ceylon Tea: Market Development in Australia Case Study

Download full paperFile format: .doc, available for editing

The paper "Dilmah Ceylon Tea: Market Development in Australia" is a good example of a marketing case study. Within an organization, there are a number of functions that have to be well executed so that the organization can be in a state of easily realizing its goals and objectives. Poor strategic planning and execution of functions such as marketing cause great effects on the competitive performance of an organization. Marketing is simply the promotion and advertisement of an organisation’ s products and services in its target market. For an organization to establish a strong competitive position within the industry or market it operates in, it has to possess effective marketing strategies that will enable the company to easily convince consumers to purchase its goods and services and in the process, it will acquire a large number of customers who commit their loyalty to the organization hence giving it a competitive edge over its rivals (Arambewela, 2013).

The marketing strategy that is effectively developed results in various contributions to any organization in any particular market. Before any marketing strategy is formed, the marketing environment needs to be given consideration.

It is the responsibility of the marketing team of an organization to closely monitor the trends and changes in the marketing environment in order to devise marketing strategies that are highly productive to its respective company. The marketing environment in which an organization operates in can be analyzed via a number of tools of analysis. SWOT analysis, PESTLE analysis and Porter’ s competitive forces are among the tools that organisation can use to analyse the marketing environment in which they operate. The marketing mix consists of four P’ s that have to be well integrated for an organisation to be able to sell its products to a large number of consumers.

The four P’ s are product, place, promotion and price. In this paper, the researcher will attempt to carefully evaluate and analyze the marketing environment of Dilmah Ceylon Teac Company which operates in Australia. The researcher will also talk about segmentation and the marketing mix with respect to the Dilmah Ceylon Tea Company. Company background Dilmah Ceylon Company was founded in the year 1974 in Sri Lanka by Merrill Fernando and its headquarters are in Peliyagoda.

The company offers a number of tea products in the tea market and some of the products that it offers are; Ceylon tea, Green tea, Speciality tea, Flavoured tea, Herbal infusions, Masala chai, White tea, real iced tea and Designer Gourmet tea among other products. The company has been able to do exceptionally well in the tea market as a result of good leadership and management (Company website). Under the leadership of Merrill Fernando, Malik Fernando, Dilhan Fernando, Himendra Ranaweera, Minette Perera and Roshan Tissaaratchy, the company has been successful in its mission and realization of set objectives.

Since its formation, the company has been growing rapidly and by the year 2013, the company was operating in 92 countries globally. This has hugely increased the company’ s revenues and some of the revenues are used to reinforce the organization’ s plans and strategies in order to make the company highly effective in the tea industry both domestically and globally. The marketing strategy of the company is effective as it has facilitated exceptional promotional of the company’ s tea products within Australia and globally.

The company aims to be the top tea products providers in the globe although it faces stiff competition from top tea producer especially those situated in the USA and UK and also those within Australia. This, therefore, forces the company to go back to its drawing board in order to come up with effective plans and strategies that will make the company counter the competition it is facing and come up with strategies that will enable it to be the top producer of tea products in the globe.


Arambewela, R 2013, ‘Dilmah Ceylon Tea: Market development in Australia’, in BSharp (ed), Marketing: Theory, Evidence, Practice, Oxford University Press, South Melbourne, pp. 506-507.

Gerry, J,Kevan, S & Whittington, R 2005, Exploring corporate strategy: text and cases, Prentice Hall, London.

Herath, K 2004, ‘Tea industry in Sri Lanka and the roles of Dilmah tea’, Delhi Business Review, vol.5 no.1, pp. 1-15.

Hill, S &Ettenson, T 2005, ‘Achieving the Ideal Brand Portfolio’, Slogan Management Review, vol.2 no.1, pp. 85-90.

Holt, A &Quelch, T 2004, ‘How Global Brands Compete’, Harvard Business Review, vol.7 no.3, pp. 68-75.

Keller, L1998, Strategy Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall, Upper Saddle River.

Khosla, S 2010, ‘Consumer Psychology: The Essence of Marketing’, International Journal of Educational Administration, vol. 2 no. 2, pp. 220–225.

Kotler, P, Adam, S, Denise, S & Armstrong 2009, Principles of marketing, Prentice Hall, Upper Saddle River.

Maktoba, O, Ian, B & Sonny, N 2011, ‘Internet marketing and customer satisfaction in emerging markets: the case of Chinese online shoppers, Competitiveness Review’, An International Business Journal incorporating Journal of Global Competitiveness, vol.21 no.2, pp.224- 237.

Menon, A, Bharadwaj, S, Adidam, P & Edison, S 1999, ‘Antecedents and consequences of marketing strategy making,’ Journal of Marketing, vol. 63 no.2, pp. 18–40.

Philport, J &Arbittier, J 2007, ‘Advertising: Brand communications styles in established media and the Internet’, Journal of Advertising Research, vol.37 no.2, pp. 68-76.

Download full paperFile format: .doc, available for editing
Contact Us