Tazo Tea Company

Tazo Tea Company was founded in the early months of 1994 by Steven Smith making the company to be a product of 27 years of experience in the tea market and is located in Portland, Oregon in Washington DC (Schoenfeld). Steven smith had a passion in the tea market and believed at the time that the tea category was ripe for change. This led to the strong culture and philosophy behind Tazo to be the best tasting product ever to be produced. The company takes no consideration in the prices of raw materials insisting that a consumer would most definitely pay more for a better quality product. Up to date, the company has been successful in creating over 80 different varieties of unique tea and fruits. The company can be said since its inception in 1994 to have been successful in redefining tea as a beverage in the 21^st century. The company has also been branded the most innovative brand in the world with its strength and quality being behind its huge success.

In 1998, the company in its quest to seek more investments partners, the company approached Starbucks for a deal, something that later on saw Starbucks Company by the company for $8.1 million. In 2012, the company bought Teavana Company, an event that saw Starbucks company start to replace Tazo’s tea with other new varieties in the market (Bolton and →). In order for the company to continue to succeed the company needs to observe the following:

• They need to stop replacing Tazo tea with other products as that will see them losing some of their loyal customers.
• They also need to ensure that they avail all products to all customers in different outlets hence making the customers feel a sense of equality.
• They also need t ensure that they don’t lose the reputation they have built over the years and ensure that they maintain a good image in the tea market as the most reputable company.
• Hey should also try and come up with new brands and product that will attract more customers.
• Invest in online market as we are now living in a more globalized world where everything is almost done using computers and technology.

Company overview

Why does having the company’s original products in all outlets matter?

The company has a philosophy of reincarnating tea which is labeled in almost all of the products. This serves to a sent a message to the end customer that their products is of good quality, something that most people agrees. Their products is of high quality and thus why many customers always identify with their products. Now, since 2012 when they bought Teavana holdings company, the company started replacing some of the brands with other new varieties, this is not bad but it has the effect of chasing way some of the old customers. It was reported that some customers could found the product they need in some of the outlets while other outlets lack some of the products that they need.

The company thus, needs to do two things. First of all, they should ensure that the old products is still in the market so that the consumers can access when they want. They should continue introducing new products and variety in the market but at the expense of old products. This way the consumer is left with the ultimate choice of deciding what they want. Secondly, in business it’s the consumer that mattes the most and not what you want. Thus, they should always ensure that all the company outlets have all products, eliminating the cases where consumers were complaining that the company was not fair in product distributions where they were seen to be favoring certain locations at the expense of other outlets. They should ensure that the company customers are satisfied at all times.

World view.

Why does offering old products and ensuring that hey re located in all outlets matters to the world?

There are other companies in the market that offer serous competition to Tazo Tea Company in the market. Any slight loop hole in the company organization and operation of business, will be highly used by the competitors. When they sense that the company’s customers are complaining that they sometimes lucks the product they want in some of the outlets. They would embrace the chance taking advantage of it and ensure that they avail the products and in the process end sups stealing some of the company’s customers. The company cannot afford this, keeping in mind that it’s considered as one of the most reputable company in the tea market.

By ensuring that their customers have the products they need at all times will send a big message both to the company’s competitors and customers that the company is here to stay and that its very motivated to ensure that their customers are satisfied and that they luck nothing.

Partners view

Why does providing the customers with old products and them being on all outlets matters to the company’s partners?

The customers

A business is made or unmade by their customers who are the main partners. The customers today are more informed and always know what they want. Thus, a company will do best in ensuring that their customers are always satisfied. It’s because this reason that the company should ensure that all outlets have the various products that the customers want and also that the new products and varieties do not end up replacing the old varieties that many consumers used to like.

Other partners

The company has partnered with Mercy corps for over ten years now all with the intention of serving humanity and improving lives. By ensuring that all products are availed to all the outlets, the company will be doing justice to all the partners who believe in the company’s operation. Each and every partner should be satisfied with the operation of the company ensuring that trust is build and maintained. This, the company together with other partners can continue to help humanity creating more jobs for the youth and plays a part in economic improvement for the whole nation.

The ask

What am I asking for?

In order to ensure that the company’s customers are at all times satisfied and believe in ther services, the company should take an initiative of ensuring hat all products and varieties that the consumers want are provided at all times and in all the company’s outlet. This provides the platform for a happy consumer- happy supplier. Also, it will ensure that h company’s consumer keep believing in their operation and thus continue their loyalty to the company.

Next step.

What are the next step that he company needs to do?

• Ensure that old varieties are not replaced with new varieties.
• Offering the consumer with all products and letting the consumer decide on what they want
• Ensuring that all outlets have all varieties and at all times.

Context: FAQ

• What market does tea zone operates in? the beverage market
• How do they deal with their customers? Through their various outlets distributed across the country.
• How do they motivate their customers? By offering discounts and also promotions and incentives
• How do they fair in international markets? Through use of the internet where one can place an order and have it shipped to where they want the product.

World view

• Does the company keeps up with technology trend? They have a running website where they do many of their operations from
• How do international customers access their product. They pay a visit to the company’s website where they can place and order and have them ship the product.

Company view

• Is it advisable for the company to provide all outlets with all the products? Yes it is and should be executed the earliest so as to retain their old customers.
• What would it take to initiate the process? The company should revisit their goals and target and ensure that old products are not entire replaced in the market and should increase their production which will ensure that all outlet are fully stocked.
• How will this benefit the company and all stakeholders? It will mean that the old customers are fully satisfied hence ensuring their retention and also has the impact of attracting new customers by the introduction of new varieties in the market.
• What disadvantage can this have to the company? There could be possibilities of certain products going to waste in places where there are few customers.

Call to action

• What do the executive need to do now? Stock all outlets and ensure old product are sold together with new products.
• Why should we trust this plan? The company will do a reach after implementing the plan and access its success.

Works cited

Bolton, Dan, and View →. ‘Starbucks Bolsters Tazo Tea For Retail Growth | World Tea News’. Worldteanews.com. N.p., 2011. Web. 9 Nov. 2015.

Schoenfeld, Bruce. ‘How The Serial Entrepreneur Behind Tazo Tea Brews Up Success’. Entrepreneur. N.p., 2012. Web. 9 Nov. 2015.