Lipton Ice Tea Goes Global The Eastern European Challenge Part A 2024
VRIO Analysis
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Problem Statement of the Case Study
As a global brand leader in the beverage industry, Lipton Ice Tea sought to expand into new and emerging markets worldwide, seeking to capitalize on their vast consumer market reach and establish the brand as the number one ice tea in the world. Their objective was to break into markets such as Ukraine, Belarus, Moldova, and Bulgaria, as the Eastern European markets were still largely untapped. They did not, however, plan to enter the European market directly as the market was already saturated with well-established competitors. The
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BCG Matrix Analysis
The global market for Lipton iced tea has been stagnant since the 1980s. As the industry faces a global recession, there is a significant opportunity in Eastern Europe, the world’s fastest-growing market. To capitalize on the market growth, Lipton Ice Tea introduced new packaging, pricing, and advertising. 1. Packaging and pricing changes Lipton Ice Tea has been launching new packaging and pricing strategies to compete with the other soft drink companies that have been
Case Study Solution
As of December 2020, there is no Lipton Ice Tea sold in the United States. However, as part of our efforts to broaden our product offering, we are thrilled to announce that we have begun exporting Lipton Ice Tea from our manufacturing facility in Indonesia to multiple countries in the Western Hemisphere. In 2019, we launched our Lipton Ice Tea export program. Our first shipment from Indonesia arrived in New York in April, and we are already exploring potential export opportunities in Central
Alternatives
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