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Key strengths of TeaLand

Swot analysis can be considered as the strategic administration and strategic planning tool utilised to allow a firm recognise threats, strengths, opportunities and weaknesses associated with the project planning or business competition (Benzaghta et al., 2021). The full form of SWOT is strengths, weaknesses, opportunities and threat (Phadermrod et al. 2019). This is a technique which can enable the management to evaluate the things which the firm is doing best currently and to formulate an effective strategy for the near future (Puyt et al., 2020). Thus, it help the firm to plan strategically and lead the trends in the market. This technique will be applied on the case company TeaLand in order to determine its major strengths, threats, opportunities and weaknesses.219


Acquire tea from the major crop producers

Flexible firm

Superior quality tea

Vibrant growth

Most effective marketing campaign strategy


Absence of CSR plan

Unfavourable image in media

Ineffective treatment to employees

Ecological teas are not offered


Develop effective connection with local community

Provide healthy and ecological products

Enhance and repair the brand image

Build up vision and mission goals


Availability of substitute products

New entrants enhancing competition level

Enhancing employer turnover rate

Unable to get new staffs

Chances of losing its reliable suppliers

Leakage of employee survey results

Acquire tea from the major crop producers: One of the major strength of this TeaLand firm is its capacity to acquire the tea from the major producer of the tea crop. It is generally seen that the major producers in a market does not does not desire to do the business with any start-up company and hence it reduces the threat of new entrants since they would not be able to get hold of such key crop producers. Moreover, it also enables the firm to retain a consistency in the business due to authentic and trustworthy supply. Therefore, it becomes convenient for the firm to enhance its business relations with customers and its business partners to a great extent.

Flexible firm: It is seen in the case study that this company is flexible in nature which is another key strength of this company. The flexibility observed in this company is terms of its supply chain and global presence. It was found that this company supplies across different industries and acquire business from across several places of its nation’s economy. In addition to that, it has the capacity to provide needed quantities which means that this company has the capacity to sell in distinct varieties like in bags or bulks. This help them to do business with a broad range of customers or consumers.

Superior quality tea: Another key strength of this firm is that it has a superiority of offering the finest quality tea. This finest quality tea enables the firm to serve customers effectively and enhance the level of their customer satisfaction to a great extent.

Vibrant growth: It is observed that this company is being carrying out its operation in its industry for twenty years. Thus, this Company has achieved an exponential and vibrant growth in its 1st 15 years of operation. This another chief strength of this TeaLand firm.

Most effective marketing campaign strategy:  It was also known from the given case study that this firm has the most effective and efficient strategy in relation to the marketing campaign. It is also considered as the key strength for this business as it enables to grab positive attention of its targeted customer group to this brand.

Ineffective treatment to employees: One of the biggest weaknesses of this firm is the ineffective treatment provided by it to its employees. Generally, it is observed in the given case study that this company lacks employee recognition. The firm is not able to understand the needs of its workforce and so cannot take effective care of them. There are many HR related issues such as low salaries, inadequate work-life balance, unavailability of employee training, endless workdays and inadequate career option present in this firm which leads to such ineffective treatment of the employees. Employees are the most important assets of a firm and such ineffective treatment affects the overall operations of the firm to a great extent.

Major weaknesses of TeaLand

Absence of CSR plan: It is seen that this company does not have any corporate social responsibility (CSR) plan laid down which is another key weakness of this firm. Proper CSR plan enables the firm to satisfy the needs of its key stakeholders and maintain effective relations with them. Absence of such plan can crucially affect the relation with its key stakeholders and ultimately its operations significantly.

Unfavourable image in media: Another major weakness of this firm is its unfavourable image in the media. Due to leakage of the internal survey of employees which showcased significant dissatisfaction of the employees, the company’s overall image in different media channels was badly affected which hampered the overall performance and effectiveness of the firm.

Ecological teas are not offered: Unavailability of the ecological teas in its product range is also a key weakness of this firm. It is seen that currently, there is a demand for such teas in the market due to enhancing awareness among different consumer groups. Thus, such unavailability of ecological leads to loss of customers to a key competitor.

Develop effective connection with local community: The Company has an opportunity to develop an effective and viable relation with its local community by eliminating the inefficiencies and ineffective practices from its business activities. Building up effective relation with this stakeholder group will enable the company to carry out its operations effectively and enhance its customer base. The company must act ethically and be good with the community. It should apologise to the consumers and workers for the drawbacks at its workplace and operational activities.

Provide healthy and ecological products: The Company has an opportunity to extend its product line as per the requirement and demand of its targeted customer group. It has been observed that currently the taste and preferences of the consumer group has changed due to enhancing awareness. Thus, the company must produce and offer certain ecological and healthy products so that it can satisfy the demands of its consumers and retain their loyalty towards the brand.

Enhance and repair the brand image: The Company has a bad brand image in the media which is significantly affecting its operations and its sales figure. It is evident from the given case study. Thus, the company has an opportunity to repair as well as enhance its brand image among all its stakeholders by producing as well as selling more and more sustainable products. Moreover, it should promote fair trade marketed and approved products so that to gain the faith of its key stakeholders both internal as well as external and improve its image in the market. The company can also enhance its image in the market by operating as a good corporate citizen. The company should extract the outcomes of the employee survey conducted by it and take adequate actions so as to correct all such shortcomings.

Build up vision and mission goals: The Company has an opportunity to develop a viable vision and mission goals for the company so as to re-establish itself as an improved and new company. This will help the company to set up the vision and mission statement as per the requirement of its key stakeholders and gain their trust and confidence back.

Opportunities for TeaLand

Availability of substitute products: The availability of close substitute products is a major threat which this company TeaLand is facing recently. It has been seen that there might be certain close substitutes present in the market which are produced sustainably and these sustainable products could enhance the challenge for the company to attract and retain the targeted consumer group. Moreover, the consumer group might prefer this substitutes to TeaLand’s products due to enhancing awareness about sustainability.

New entrants enhancing competition level: The Company has a significant threat from the new entrants entering this market continuously as it is enhancing the overall competition level in this market. The company is going to face tough competition from this new entrants especially from Asian, American and European brands who are exploring this market to a great extent. Increase in competition level would significantly affect the market position of this TeaLand in this market.

Enhancing employer turnover rate: Another key threat which this firm is facing is that the overall employee turnover rate is enhancing to a great extent. It has been observed that due to ineffective HR practices and ill treatment offered to the employees, the employee’s morale is decreasing day by day and they are feeling demotivated at workplace. This demotivation is not only affecting their performance at workplace but also their mental peace. All these factors are making it quite difficult for the organisation to manage and retain the employees in this firm. Moreover, entrance of new firms in this market is making the retention process more difficult as the employees are able to find more effective career advancement and employment opportunities in those firms.

Unable to get new staffs:  The next key threat which this TeaLand firm is facing is that it is not able to find and hire new employees which it need so as to carry out its operations effectively. Due to its unviable image in the market and its ineffective HR practices, no new aspirants wants to join this company. It has been observed that in recent times, the job aspirants give significant importance to the overall brand image of the firm. They also look after the HR policies and practices carried out by the firm and whether the employees working in the firm are happy and satisfied or not. In case, they find issues with regards to this factors, the aspirants tries to avoid such firms and look for the ones which has viable HR practices, viable operational line and effective brand image.

Chances of losing its reliable suppliers: Another major threat prevalent in the case of TeaLand Company is that the company might lose its reliable suppliers because of its negative image in the market and media. It was known from the given case study that the company was able to operate effectively in this market because it deals with major suppliers of tea and crop who allows it to provide flexible quantities at an affordable price. These suppliers also helped the company to satisfy the demands of the products without fail. However, in case the company loses such authentic and reliable suppliers then it would become very tough for this company to survive in this competitive environment.

Threats to TeaLand

Leakage of employee survey results: Leakage of the employee survey outcomes is another major threat which this company is facing and which could affect its overall operations, brand image, brand reputation and overall performance to a great extent. It was seen in the case study that the employee survey conducted by it revealed many shortcomings and ineffectiveness in its business activities, human resource policies and practices. The major shortcomings revealed by this survey was no proper balance work and personal life, inadequate career options, ineffective compensation system, endless working days and absence of adequate training and development program. All these things were exposed to media which has developed a bad image of the company among its internal as well as external stakeholders.

Corporate social responsibility can be regarded as a kind of commitment of a firm to administer the economic, environmental and social impacts of its overall business activities responsibly and as per the expectation of the general public. In other words, corporate social responsibility is a type of self-regulation of global private business that aims at contributing to the societal objectives of the charitable, activist or philanthropic nature by supporting volunteering or engaging in or ethically-based practices.

The instant action of the firm could be to communicate to the union representatives and workforce so as to understand the concerns of the workforce about the low morale, salaries, work life balance, inadequate training and inadequate career options in a firm. Since the results of the revealed employee survey are disclosed publically, the employees at this firm would see the hard mentality behavior in which the staffs leave their respective jobs in mass as the issues have been revealed and each staff know regarding it. If the outcomes had not been revealed from such survey, many of the staffs would have thought that they were generally the ones who felt that such issues persist in the firm but now the staffs have knowledge regarding the ways in which their juniors or other staffs feel and how demotivated they are at their respective job that in turn would result in mass exodus of the staffs leaving for more effective jobs.

Employees: The Company’s instant action would be talking to the union representatives and the workforce so as to know the concerns of its workforce about lack of training, inadequate career options, work-life balance and low morale. It is quite essential to talk to the employees and union representative so as to understand their mindset and whether they would be remain associated to this firm. The outcomes of the employee survey which was leaked publically via media and thus this firm is facing unfavorable employee behavior in which the workforce lead their respective job in huge masses since the issues have been revealed and each staff have knowledge regarding it. In case the outcomes had not been revealed publically from employee survey, many of the staffs would have the perception that they are ones who have generally felt such issues existed in the firm. However, after this information leakage, all the staffs have a proper understanding that how their colleagues felt and they are also demotivated as well as dissatisfied at their respective jobs that in turn could result in mass  number of staffs leaving this firm for more effective jobs. Generally this is a case of pack mentality. Pack mentality, mob mentality and herd mentality, generally explains the way people can be affected by their respective colleagues to adopt some kind of behavior on a huge rational or emotional basis. It is generally seen that when persons are influenced by the mob mentality, they might make distinct type of decision than the ones which they have mad at an individual basis.

  • The company needs to lay down an effective pay structure for its workforce.
  • It needs to provide proper balance between work and personal life.
  • Reduce the number of hours worked. This would lead to employee retention. We could achieve more productive hours from our employees because they would be happier and more satisfied with their work and less time would be lost to sick leave or training of new hires.
  • Minimise the total number of the hours worked. This would help in employee retention. This firm can attain more productive and effective work hours from its workforce as they would be more satisfied, motivated and happier with their job and less amount of time will be lost because of training of new recruits or sick leaves.
  • Provide training so that we do not have a brain-drain with employees moving on to a better work environment at other companies.
  • The firm will encourage internal promotions for its empty job position so as to showcase that this firm is the career-associated firm.

Environment: The firm will be environment friendly and sustainable in all ways by utilizing less resources as well as utilizing recycled materials like papers for its product packaging activity. It would minimize its harmful effects on the overall environment by implementing sustainable practices of farming which are also resource friendly.

Media: The firm will conduct a press conference with the media and apologies to its employees and general public and describe the steps which it has taken to fix its drawbacks.

Consumers: This firm will provide an effective deal on their overall purchase either in terms of free product or free delivery so as to regain the consumers. It would give an overview of the progress which this company has made in terms of social standing. Additionally, the president of this firm would express regret and would explain the things which it has implemented so as to make this firm a more effective corporate citizen.

NGOs: This firm will operate actively with the NGOs so as to embrace its image as a sustainable and eco-friendly firm. It will also encourage an effective work environment for its employees in other nations.

Social media: This firm will give advice to its followers as well as audience regarding the progress made and being executed. The firm will also update its followers or audience regarding its overall journey to be a sustainable and effective corporate citizen.

Stakeholder map can be defined as the visual procedure of identifying and putting out each of stakeholder of an idea, project and the product on a map (Giordano et al. 2018). The major advantage of the stakeholder map is that it enables to visual represent all the individuals or groups who can affect an idea, project or product and the ways in which they are linked (Civera & Freeman, 2019). Such information is utilised to evaluate the ways in which the interests of these stakeholders must be dealt in a policy, project plan, program or such other action. This company also give equal importance to the stakeholders in its CSR plans (Elias, 2019). There are broadly two kinds of stakeholders’ namely internal stakeholders and external stakeholders (Stephen & Valeeva, 2018). The internal stakeholders incorporate top managers and employees. On the other hand, external stakeholders for this company incorporates regulators, local community and public, suppliers, financial institutions and media. Each of this stakeholder group has been discussed below:

Top managers: The top managers are one of the key internal stakeholder group of this case firm and thus the company must take necessary steps so as to keep a vibrant connection with them. The top managers has the responsibility to sustain the rights of each of their subordinates or juniors and thus board of directors needs to ensure that this is being performed effectively (Nataliia, Dmytro & Igor, 2018). The other major duty of this top manager is to develop the corporate social responsibility plan and stick to them. The top managers can attain it by laying done a viable goal, vision and mission statement for the firm (Chmielewski, P?oska & Próchniak, 2018). In addition to that, it should actively work towards those targets and attain them by maintaining adequate transparency in each of its dealing with the general public.

Employees: Employees of the firm is another major internal stakeholder group which can directly influence the overall workings and performance of the firm. Employees not just incorporates the frontline or operational staffs but also all the managers in the firm (Sidhu & Moulton, 2020). Thus, the company must be committed towards the welfare of its employees and must ensure their well-being and provide them a quality life. The firm should provide them a proper balance between work life and personal life. The firm must honour their respective rights and should not hinder them in any manner.

Suppliers: Suppliers are another significant stakeholder group who can significantly influence the overall operations of the company .( Woods et al., 2019). Suppliers are generally considered as the backbone of the firm and without them, it would not possible for the firm to even conduct its business operations. Suppliers are the ones who actually supply the raw materials needed to produce the product which it would offer to the targeted consumer group. Thus, the firm needs to assure that it has being carrying out effective CSR activities and its suppliers either in home nation or in other nation follow the prescribed regulations, policies and laws in distribution and production activities the actions taken by them must be ecologically vibrant and labour friendly.

  • Local community and public: General public and local community is another key stakeholder which can crucially affect this firm and its overall operations. Thus, it is quite essential for the firm to be a responsible and good corporate citizen and understand its responsibility towards the environment and local community since it is also a major part of this community as well as environment. The firm and this stakeholder group share a common target in maintaining and upkeeping the right of the workers and environment.
  • Media: Media is another stakeholder group who can significantly influence the firm to a great extent. The company needs to be reliable as well as forthcoming with the necessary information which it might possess so that this media can evaluate as well as report on its respective social character along with the amount of income which this company has generated.
  • Financial: Financial stakeholder group comprises of investors and banks who actually actively invests in the firm. The firm has certain pre-defined obligation to these stakeholders as they are the ones who helped this TeaLand to develop and grow into the firm it is today. The loans and investments of these stakeholders to the firm have enabled it grow exponentially. Thus, the firm is indulged to offer them accurate and reliable valuations and reports along with the necessary information which could influence this business.
  • Regulators: Regulators are one of the external stakeholder group who introduces and defines the laws and norms which a company needs to follow while operating in a particular nation. Thus, this company needs to abide by these norms and laws and take all the necessary actions as well as initiative in order to be labour friendly and environmentally friendly.

Strategic corporate social responsibility plan can be defined as the strategic and thorough plan which funders and organisations utilises to fabricate, implement and evaluate the initiatives taken up by the company with regards to corporate social responsibility (Liang & Renneboog, 2017). The corporate social responsibility plan is generally the plan which demonstrates what a company is attempting to attain as a part of its responsibility towards it key stakeholder groups such as suppliers, workforce, farmers, customer and most importantly for its society (May, 2016). It also deals with its key responsibility towards the environment which is being badly affected by its operations. Thus, it is essential for the firm to evaluate whether it can present itself as a viable corporate citizen who is taking effective care of the environment and not carrying out any kind of activity which could significantly harm it (Crane & Glozer, 2016). However, this does not imply that the firm should only operate as per the norms and rules of the nation in which it produces its products (Frynas & Yamahaki, 2016). It should also consider and actively follow the global norms regarding the same. Generally, the laws and regulations related to environment are observed to be lax in emerging or developing nations and so this TeaLand should not just follow the minimum things as needed by the law but also do more than that so as to prevent the environment in which it carries out its operations (Advantage, 2020). This same concept is applicable for the labour laws. The company now needs to be open and truthful with its evaluation of its entire business and help the consultancy company to develop a viable corporate social responsibility plan with input from each of its department as well as each stakeholders so as to know which are areas which needs to be improved and the ways in which these inefficiencies can be effectively addressed in this firm (Tilt, 2016). Thus, a proper corporate social responsibility plan can help the company in mitigating risks and weaknesses from the firm (Lyon & Maxwell, 2020). This firm will carry out its CSR activities in relation to environment, labour, consumers and vendors and suppliers. The CSR plan developed for this firm so as to tackle its shortcomings incorporates the following aspects:

  • The firm obey to each of the international and local norms, rules and laws in developing the organised environmental protection practice.
  • The firm will obtain the necessary certification form
  • This firm will conduct social audit by incorporating each aspects of the environment, ethics and labour.
  • The data gathering, documentation and evaluation will be done as per the pre-defined targets and have the findings from independent agency audit.
  • The firm will work actively with the NGOs for the improvement of the work environment, housing, education of its workforce, and living standards
  • The firm will fund as well as commit to the environmental projects which are sustainable in partnership with the NGOs
  • The firm must operate in accordance to its mission vision and goal statement.
  • It will enhance job satisfaction, provide proper work-life balance by minimising the total amount of hours, the employees have worked. It will follow the ILO norms for the development of its corporate goals.
  • It will post every job openings in the firm and give 1stpreference to its workforce before anyone from outside the firm is being recruited
  • Enhance the salaries and base them on their respective personal performance
  • Offer personal development and enhancement courses and paid training
  • This firm will not discriminate among its workers and would follow the guidelines developed by the government of different nations in which it carries out its operations.
  • Maintaining adequate transparency while dealing with the workforce
  • It will ensure that it will not recruit or allow child labour in its firm.
  • The workforce operating in other nations would be provided access to each of the facilities which are offered to the staff operating in the United Kingdom office.
  • This firm will practice as well as preach ethics in all its activities and make it mandatory for each of its employees.
  • It will ensure transparency while dealing with the local community and general public
  • The firm will plan and anticipate its effective and sustainable brand image so that it looks appealing to the consumers
  • It will lay down that information regarding the local events which will be sponsored by it.
  • It will offer environment-friendly and sustainable products at a reasonable price
  • It will offer a mechanism so that any illegal or suspicious activity can be reported
  • It will keep its customers or consumers updated regarding its overall progress in meeting its corporate social responsibility targets
  • It will set up the program in which it can match the donation given by its consumers with its own donation so as to provide aid to the people in need in the United Kingdom or overseas with required education, shelter and food.
  • The firm will highlight its overall commitment to the human rights despite their ethnicity, creed, religion, race, sex, caste, age, and social position
  • The suppliers and vendors will not encourage any kind of child labor
  • It is necessary for each vendor and supplier to assert that they will be treating their workforce equally and legitimately
  • Offer the product or service which is ecologically sustainable and utilize the least quantity of the resources in attaining their respective targets.
  • Offer vacations and benefits according to the local laws.
  • The firm will ensure that it will follow and obey to each local norms, rules and laws.
  • Obey to all the environmental and pollution concerns.
  • Groundwater needs to be secured and not misused

Corporate social responsibility measurement tool are considered as the tools which are utilised to measure the overall performance of the CSR initiatives taken up by a company (Latapí Agudelo, Jóhannsdóttir & Davídsdóttir, 2019). The CST measurement tools for each of the category like labour, suppliers, and environment for the case firm is described below:

  • This firm will follow as well as execute the rules, norms from the firms which deals with CSR plan of a firm.
  • The firm will follow the International labor organization (ILO) conventions which addresses each aspect of the labor policies and standards.
  • The firm will follow the CAUX principles which addresses the environmental and socio-labor aspects
  • Organization of economic corporations and development (OECD) follow the directions for MNEs which covers a broad variety of topics from labor to the bribes.
  • The firm will also operate as per global reporting initiative which is generally a norm for the sustainability reports in addressing the social, environmental and economic problems.
  • United Nations international compact which attempts to line up the corporate strategies with the universal principles on the human rights, anti-corruption, labor, and environment. It is found that SA 8000 is the best certification program around the globe which fundamentally addresses labor associated problems.

Therefore, the rules, directions and certifications which are mentioned above usually more driven towards external firms that could showcase overall progress that TeaLand will make towards the wellbeing of its labour.

The initiatives which this firm will take to demonstrate its commitment towards its workforce internally are stated below:

  • The firm will follow the OHSAS 18001 norms in the safety and occupational health administration.
  • It will train current employees and give training to the new staff in the health and safety problems and also required skill trainings so that these people can be well-qualified for more effective employment opportunities.
  • It will develop annual review with the workforce to look whether their targets are being attained.
  • It will develop the plan for work-life balance and make it mandatory that the holidays, sick leave and annual leave cannot be carried forward from a year to the next one.
  • It will follow the general human rights and comply with non-discriminatory opportunities for its workforce.
  • It will carry out employee surveys and assess the job satisfaction baseline of the employee which needs to be transferred from year to year.
  • Living wage uniformity with the field of expertise and firms in this industry.
  • Put on each measure from external reports performed for the external entities so as to benefit the employees
  • This firm would follow all the suggestions made by specialized consultancy company and also the directions of the following organizations and agencies in developing an effective corporate social responsibility plan which aids effective environmental practices.
  • ISO 14001 certification enables the firm to establish an efficient environmental administration system. It is generally family of standards with regards to environmental administration which persists to enable the firm reduce the ways in which their respective operations unfavorably influence the overall environment, adhere to appropriate regulations, laws and such other environmentally based needs. This upgraded systems demonstrates where this company is currently and where it can reach tomorrow. It helps to build the target or mission for the firm with respect to environment.
  • AA 1000 is a combination of 3 standards which focuses on the overall performance of the firm in the environmental problems. This standard is utilized for evaluating and enhancing the quality and credibility of the firm’s environmental, economic and social reporting. The firm will strictly follow this AA 1000 AS.
  • ISO 26000 evaluates the commitment of the firm towards sustainability. This is generally a guideline or direction for the firm so that the firm can develop their respective social-environmental plan.
  • The firm will ensure to continue its partnership with those suppliers who are being audited as well as certified. Thus, the one who fail to do that will lose the business partnership with the same. This would generally force the suppliers of this firm to carry out a proper CSR plan.
  • The firm will ask its suppliers to follow as well as get certified by the local and global firms in order to it can be ensured that they are also following corporate social responsibility plan and are generally looking after the environment and their workforce.

It is quite evident from the given case study that this firm has been unsuccessful to fulfil its responsibility towards its workforce which has ultimately influenced the entire operations as well as its overall performance. Moreover, the leakage of its employee survey outcomes must be the wakeup call for this firm so as to obtain act together and develop the corporate social plan and comply with that set plan. It has been observed that this CSR plan will be very beneficial in different manners and some of them are stated below:

  • It will help the firm to enhance its brand reputation as well as its overall image in the market. It is found that brand reputation and image is quite crucial as competition is fierce as the new entrants have get into the market from different nations like Asia, Europe, and America and so on.
  • It will also enable the firm in enhancing its employee retention level and getting new recruits for the firm.
  • Such CSR plan will also enhance the overall motivation and morale of the workforce as they would having the required work life balance and will be provided effective training.
  • A well-developed and executed corporate social responsibility plan would help in an effective brand image
  • The sustainability gained by the firm in terms of environment would enable it to get vibrant economic benefit.
  • This plan will also help the firm in gaining an effective competitive edge and thus a viable market position.
  • Consumers generally reward as well as acknowledge the progress of its social-environmental initiative and ultimately will prefer the products of this firm to its major competitors.
  • The firm can make its presence more viable by being the first mover to receive the ISO 14001 certification in its respective industry.
  • It is also seen that such CSR initiatives taken up by this firm will help to nourish and sustain its business to strive the growth process.
  • This firm will be able to satisfy the requirements of each stakeholder in its firm.
  • This plan would make this firm accountable for all its actions and thus it would be able to evaluate itself and make the required changes accordingly.


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