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TEA INDUSTRY
GROUP 3 Strategic Change Management
TEA INDUSTY an overview
1. Indonesia is tea producer world wide (right after India, China, Sri Lanka, and Kenya). 2. Drinking tea has become in Indonesia. 3. Tea is a fragmented industry. There are many mediumsizes suppliers and local companies. 4. Due to the frequency of daily intake of tea for many Indonesian, tea producers have come up with (with bottled tea being the most recent one) 5. The Indonesian tea industry is from the condition and structure of the international market.
TEA INDUSTY Industry Structure
The Plantation
Stalk Woodcraft
Leaf
Powder Tea
Tea Bags
Bottled Tea
PORTER’S APPROACH
INDUSTRY RIVALRY among competitors/players: High
1. 2. 3. 4. 5.
Teh Botol – SOSRO Niu Green Tea – ABC Pres. Fruit Tea – SOSRO Fresh Tea – Coca Cola Amatil Teh Pucuk – Mayora
1. 2. 3. 4.
Premium Ocha – JJ Singapore Indomaru Milk Tea – Kirin Pungency Tea - Kirin ASSAM flavoured milk tea – ASSAM
Price: IDR 12K – 29.9K Price: IDR 2.5K – 7K 1. Yeo’s Ocha – Yeo’s Price: IDR 5K *) These are some of the brands playing within the industry. Other than this, tea product faces direct competition from other bottled beverage drinks
BUYERS Bargaining power High Since there are many competitors offering the same products and prices are low. Costs of changing suppliers are very little.
SUPPLIER Bargaining Power Low Large number of supplier: Tea grower are put under the pressure to sell fresh leaf to processing factories for low prices. Low switching cost for factories. Tea leaf growers are easily substituted as there are many of them.
TREATS Of New Entrants High* Analysis of The Industry Barrier to Entry 1. Product differentiation is complicated since there is already a huge variety 2. The more popular brand is definitively cheaper probably thanks to their large production 3. Easy access to distribution channel. 4. Observation shows: number of international tea brand is increasing. Government regulation on F&B import this are neither
*) There are some aspects to look at for this. However, it is generally agreed that for (e.g. SOSRO, Mayora, ABC, etc.) barriers to ent ry are extremely low. (making their own tea brand, e.g. Addictea, Bubbletea, etc.)
THREATS Of Substitutions Medium* Analysis of The Replaceability of the bottled tea: This apply to similar bottled drink product, especially Coffee. Coffee possess similar characteristic to tea and also statisfy the same need. The youth-centered tea shops/café/houses are in trend lately. Players in this category consist of brands such as Chat Time, PresoTea, etc.
