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ASSIGNMENT 2- CASE STUDY 1

Executive summary This study looks at the importance of corporate and business strategies for organizations, focusing on the internal and external environments of Mother Cuppa Tea Company. It provides suitable alternatives in a complex environment and assesses possibilities using strategic models. In order to provide suitable strategic choices, the paper emphasizes how important it is to clarify and evaluate the company's situation. Mother Cuppa Tea may better understand its prospects to operate in the UK market by utilizing the strategic models of "PESTLE" and "value chain analysis." Reducing the organization's difficulties with "pandemic issues," "higher inflammation," and "staffing" can be accomplished by following tips. The current state and business plan of Mother Cuppa Tea, a recently established tea processing firm in the United Kingdom, have been brought to light by this study. This company primarily catered to female customers by producing herbal tea. After assessing the current situation, the research has produced a few strategic initiatives that can improve the firm's business outcomes. Analysis of "Ansoff Martix" and "Prisoner's Dilemma" has been done in light of the business's current state, performance, and offerings. 2

Table of Contents Introduction ................................................................................................................................ 4 1. Finding and defending potential corporate and business-level strategies for Mother Cuppa Tea's internal and external surroundings .................................................................................... 4 PESTLE Analysis ................................................................................................................... 4 Value Chain Analysis ............................................................................................................. 5 Game Theory .......................................................................................................................... 6 BCG matrix ............................................................................................................................ 7 2. Analysing the various possibilities critically in light of Mother Cuppa Tea's internal and external settings using strategic models ..................................................................................... 8 Ansoff matrix .......................................................................................................................... 8 Prisoner's Dilemma ................................................................................................................. 8 Porter’s generic strategy ......................................................................................................... 9 3. The recommended next step is to explain the Mother Cuppa Tea scenario and critically analyse "the implications in order to develop appropriate strategic options in a complex environment." ........................................................................................................................... 10 Explaining the scenario of Mother Cuppa Tea ..................................................................... 10 Conclusion ................................................................................................................................ 14 References ................................................................................................................................ 15 Appendix .................................................................................................................................. 19 Appendix 1: Ansoff matrix ................................................................................................... 19 Appendix 2: Game Theory ................................................................................................... 19 Appendix 3: BCG Matrix ..................................................................................................... 20 Appendix 4: Porters Generic Strategy .................................................................................. 21 3

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Introduction A business strategy is a plan created to help a company draw in customers, expand its clientele, and turn a profit on the sale of goods or services. On the other hand, corporate strategy helps businesses decide which markets to join or grow into (Wall, 2021). This research explains how to identify and promote corporate and commercial strategies that are feasible while taking Mother Cuppa Tea Company's internal and external environments into consideration. In order to evaluate different options objectively, it also makes use of strategic models. It is recommended that the Mother Cuppa Tea scenario be described and its implications looked at in order to give appropriate strategic choices in a complex context. 1. Finding and defending potential corporate and business-level strategies for Mother Cuppa Tea's internal and external surroundings PESTLE Analysis Using "PESTLE," a strategy model that was established, it was vital to study the understanding of the external environment of the "Mother Cuppa Tea" market. Political The company works in the UK, where there are prospects for corporate expansion due to an effective and stable governmental climate. Nonetheless, a number of political dangers, including "debates and uncertainties," were brought about by the "Brexit crisis," which is linked to the disruption of the UK and EU's commercial connections (Thissen et al. 2020). As a result, the circumstances may provide difficulties for companies operating in the UK market. National political clout has a significant impact on international "cultural, political, economic, scientific, and military" matters. When compared to 193 other nations, the UK's "Political Stability Index" for 2021 is "0.54", indicating a stable political climate in the nation (Bbc.com, 2023). As a result, "Mother Cuppa Tea" is able to get governmental backing and opportunities for successful commercial growth. Economic The UK is one nation that is categorized as "economically developed." The nation's GDP rate places it as the sixth largest economy in the world; in 2023, it is expected to reach 6.3% (Ons.gov.uk, 2023). Because it provides opportunities for internal company growth, the business market in the United Kingdom is essential to "international trade." On the other hand, a higher "inflation rate," such as "6.7%" in 2023, raises the risk to the company's ability to manage costs and reduces total profitability (Statista.com, 2023). However, steady economic growth and more chances for "Foreign Direct Investment (FDI)" support "Mother Cuppa Tea's" company. 4

Social The country's increasing population and rising literacy rate presented "Mother Cuppa Tea" with a chance to boost "customer retention." The UK has a population of "68.7 million" and a literacy rate of "99%" in 2023 (Una.org.uk, 2023). Furthermore, the chance for ethnic variety and inclusivity combined with an increase in "health consciousness" boosted consumer interest in "Mother Cuppa Tea" goods. But "higher costs of living and education" put up hurdles for the populace, which may be overcome by the country's chances for economic progress. Greater "social mobility" in the country disadvantages the lower-class communities in which an efficient pricing strategy might lower risk for the company. Technological Internet access and cutting-edge technology assist "social, business, and personal needs." The nation's corporate performance is attributed to a variety of developing technologies, including "Artificial Intelligence (AI), Internet of Things (IoT), and automation" (Kaifala et al. 2021). Therefore, "digital marketing and social media channel" application aids in "Mother Cuppa Tea's" company development. Legal Modern legislative frameworks and "civil liberties" traditions improve the nation's standing in the international arena for "human rights." Thus, by protecting human rights at work, "The Employment Act 1996" and "The Equality Act 2010" contribute to a decrease in discrimination (Legislation.gov.uk, 2023). Consequently, the backing of the Act led to the development of a stable legal image of "Mother Cuppa Tea." Environmental The nation reduced the detrimental effects of commerce on the environment by focusing on "pollution control" and "sustainability." The country implemented the "Sustainable Development Goals (SDGs)" to create environmental stability among corporate entities. Value Chain Analysis Value chain analysis is used to help build the value proposition in the "business model." Value generation, value configuration, and value capture are three crucial components of the "business model" that aid in "value chain analysis," according to Jueseah et al. (2020). In a similar vein, "Mother Cuppa Tea" used the components for determining client demands, allocating resources to meet needs, and developing a pricing structure. In order to reach those who favored healthy lifestyles and a balanced diet, the group used a "value creation" aspect (Mothercuppatea.com, 2023). Additionally, the "value configuration" part may make it feasible to gather plant-based materials and create "gluten-free products." "Value capture" 5

aids in ensuring that the organization's cost structure and price strategy provide organizational success. Because of this, "Mother Cuppa Tea" may build its company successfully using this model by determining the demands of its customers and the pricing structure for handling pandemic-related difficulties. Game Theory Game theory is a method of studying decision-making in interacting environments by simulating outcomes with models and learning about each player's preferences and strategies (Davis and Brams, 2023). It allows economists to explore market dynamics and optimal tactics by investigating actors' choices and the incentives that influence their behaviors. This strategy assists in determining the best solutions for organizations and individuals. Consider a simplified situation involving the firm and its competitors in order to apply game theory to the conditions surrounding "Mother Cuppa Tea" and its commercial growth strategy. Game theory may help analyze the strategic activities of competing companies in an industry (Davis and Brams, 2023). Consider the following scenario: Scenario: Mother Cuppa Tea is a premium tea firm that is debating whether to reduce or maintain its current premium pricing. They have one significant rival in the market, which sells a lower-priced, lower-quality tea product. Players: ● Mother Cuppa Tea ● Its Main competitors Strategies: Mother Cuppa Tea: Reduce Costs (L) or Keep Expensive Costs (M) Competitor: Reduce Prices (L) or Keep Prices Low (M) Payoffs (profit in millions): If Mother Cuppa cuts costs and Competi-Tea keeps costs low, Mother Cuppa: +3. Rival company: +2 If Mother Cuppa reduce its prices and Competi-Tea does the same: Mother Cuppa: +2. Rival company: + Should Mother Cuppa continue to charge a premium and Competi-Tea continue to charge a discount: Mother Cuppa: +4 Rival company: + 6

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If Mother Cuppa keeps its premium prices the same while Competi-Tea drops its prices, Mother Cuppa: +1 Rival company: +3 In this simplified game, the payoffs reflect each company's earnings based on pricing options. Much like its rivals, Mother Cuppa Tea seeks to maximise profits. The statistics are purely random and intended merely as examples. The strategic alternatives and potential consequences for both businesses would be examined in the game theory research. The payoffs in a real-world scenario would depend on things like market demand, brand loyalty, and cost structures. The Nash Equilibrium is a key concept in game theory. In this case, it would represent the pricing strategy that Mother Cuppa Tea and the rival business would choose after discovering one another's preferences. The Nash Equilibrium is the state in which neither party is motivated to unilaterally change their strategies. The business should be aware that this is a very simple illustration of game theory in action; there are many more factors to consider. Payoffs, strategies, and outcomes would all be more complex and customized for the specific industry and market (Ho et al., 2022). Game theory may be useful in both understanding competitive dynamics and making strategic decisions. BCG matrix The Boston Consulting Group (BCG) matrix is one strategic tool used to evaluate a company's product portfolio and resource allocation (Scharwächter, 2023). Based on market share and growth rate, products are divided into four quadrants. Applying the matrix to "Mother Cuppa Tea" is speculative. Stars (High Relative Market Share, High Market Growth): In the BCG matrix, high-growth products or business units are denoted by stars. For instance, 'Mother Cuppa Tea' might be a brand-new, cutting-edge product or a particular line of tea that is rapidly gaining market share in a growing tea market segment. This rapidly expanding product is an excellent illustration of a "Star," especially among health-conscious consumers. Question Marks (High Market Growth, Low Relative Market Share): Question marks are products or business units that are a part of a high-growth market yet have a low market share. They are also referred to as problem children. They can become stars or dogs, depending on the strategic choices they make. If Mother Cuppa Tea hasn't yet secured a significant portion of the market in the growing organic tea industry, its new range of organic teas may be called 'Question Marks'. Cash cows (Low Market Growth, High Relative industry Share): 7

According to Hossain and Kader (2020), cash cows are well-established products or business units with a sizable market share in a low-growth industry that consistently provide income but have little opportunity for development. Mother Cuppa Tea's main, long-standing product lines dominate the traditional tea market, demonstrating the company's commanding position in the industry. Dogs (Low Market Growth, Low Relative Market Share): According to Hossain and Kader (2020), dogs are products or business units that have a low market share in a market that is seeing little growth, are typically unprofitable, and may not be worth additional investment. For instance, Mother Cuppa Tea's previous tea product line can be unique as a 'Dog'. 2. Analysing the various possibilities critically in light of Mother Cuppa Tea's internal and external settings using strategic models Ansoff matrix The major four variables of the "Ansoff matrix" [Refer to Appendix 3] are "market development," "product diversification," "market penetration," and "product development." According to Nayal et al. (2022), global corporations have used a product diversification approach to deliver multiple sorts of experiences to current clients. "Mother Cuppa Tea" offerings include "Energise Tea," "Hydrate Tea," and "Relax Tea" (Mothercuppatea.com, 2023). The herbal tea manufacturing firm has offered its many sorts of items to existing clients in the UK in order to increase future sales, profit, and income levels. The indicated company's "market development" strategy has been implemented by creating new unique items to attract new clients in the worldwide market. The goods have a very high "market penetration" level since herbal tea is the first beverage that people throughout the world choose to develop their current health state. According to Vieira et al. (2019), the development of a new market and the acquisition of new clients have been the primary emphasis of a certain product or service. In order to increase its "market penetration level," "Mother Cuppa Tea" has mostly concentrated on "Relax Tea." Last but not least, creative product creation—like creating herbal tea to help women get more stamina—is how "product development" helps a business establish a strong presence in the current market. Therefore, by appropriately maintaining product quality and innovation, the aforementioned organization may strengthen its position in the UK. Prisoner’s dilemma A notion of the new "game theory," the "prisoner's dilemma" advocates keeping lines of communication open between two partners in a corporation. As to the perspective of 8

Obrenovic et al. (2020), suppliers and managers of a firm need to keep constant contact to communicate crucial information linked to business development. Mother Cuppa Tea encountered challenges within the COVID-19 outbreak as a result of inadequate contact with suppliers. Conversely, the rival company Tetley has been able to sustain its competitiveness in the corporate market by effectively managing their supplier communication protocols. The marketing project manager, Sharnitha Sakthivelu, and clients in the UK are examples of internal and external stakeholders of the specified organisation who must maintain effective communication by according to the "Prisoner's dilemma" guidelines. Strong ties with stakeholders encourage companies to carry on with cost-effective production in UNENNIN. In order to keep its current clientele and draw in new ones, the aforementioned company must maintain a fair product pricing range for high-quality goods. "Cut prices" on the current items have been implemented in response to client demands. As to Escamilla et al. (2021), businesses may offer items at a profit by implementing cost-effective manufacturing processes. In contrast to rival companies like Tetley, the "Prisoner's Dilemma" recommends lowering manufacturing costs to lower the product's total price range. The ultimate worth of the current product is known as the "hold price." "Hydrate Tea" was created by "Mother Cuppa Tea" in an effort to control manufacturing costs while increasing total fluid consumption. Therefore, in order to satisfy the wants of its current clientele and grow the company going forward, the aforementioned enterprise must adopt a financially sensible approach. Porter’s generic strategy In his book Porter's Generic Strategies, Michael Porter lists three crucial strategies that companies may employ to get a competitive advantage in their industry. Nevertheless, strategists are sometimes left confused by these strategies' inability to provide measurable results (Bruin, 2021). This study aims to fill this gap by evaluating the relationship between company performance and each of Porter's three broad strategies using quantitative approaches. By examining the impacts of distinctiveness, focus, and low-cost strategies on firm performance in the production sector, the study seeks to determine which strategy is more crucial for enhancing company success (Bruin, 2021). Giving strategists utilizing Porter's generic tactics a more detailed action plan is the aim of this study. The consequences of these strategies for Mother Cuppa Tea are as follows: Cost Leadership: In terms of expenses, Mother Cuppa Tea might take the lead in the tea industry. This would entail focusing on being the producer with the lowest costs on the market. Their objective is to offer tea products at the lowest possible price without 9

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compromising on quality (Islami et al., 2020). This methodology could be viable in drawing in clients who are cost-concerned. To turn into an expense chief, Mother Cuppa Tea would need to sort out some way to lessen creation costs, improve its production network, and accomplish economies of scale. Distinction: Mother Cuppa Tea has the choice of seeking after a separation approach. This would involve zeroing in on making unique, great tea items that hang out on the lookout (Islami et al., 2020). They might give a large number of particular teas with various flavors and show. Separation is generally used to legitimize premium evaluating. Mother Cuppa Tea would have to put resources into marking, promoting, and innovative work to make its items stick out and engage a particular objective market. Focus (or Niche) Strategy: As a component of a center technique, Mother Cuppa Tea may likewise select to focus on a specific market specialty. They may, for instance, give specialty tea things to occupied experts, wellbeing cognizant shoppers, or tea lovers (Firoz Suleman et al., 2019). Utilizing this technique, the organization might have the option to charge more prominent costs and really administration a specialty market than its rivals. It's vital to take note of that Mother Cuppa Tea can blend or switch back and forth between these procedures in light of changing economic situations. For example, to create a premium tea brand, they may initially focus on uniqueness and then work on cost leadership to get a greater market share. The choice of a generic approach is influenced by a variety of aspects, including the competitive climate, customer preferences, market circumstances, and resource availability (Firoz Suleman et al., 2019). Examining these characteristics in the context of the tea business and the company's particular circumstances will help in determining the most appropriate general strategy for Mother Cuppa Tea. 3. The recommended next step is to explain the Mother Cuppa Tea scenario and critically analyze "the implications in order to develop appropriate strategic options in a complex environment." Explaining the scenario of Mother Cuppa Tea One of the recent initiatives, Mother Cuppa Tea, formed its company in 2021 or 2022. Being a newly established corporation in the UK, the organization must overcome both significant obstacles and opportunities. As a good result, Price et al. (2022) show that the UK is one of the open marketplaces where various new entrepreneurs have launched their businesses. The firm has been able to start out with sufficient legal and technological backing, considering it is a newbie to the UK tea market. Similar to this, company owners in the UK may more 10

easily compete with their companies because of stakeholder-centric corporate legislation. However, the UK's rising rate of inflation has had a detrimental impact on the herbal products company. Figure 1: Revenue of UK coffee and Tea market (Source: Statista.com, 2023) The UK's around 6% inflation rate has caused tea processing companies to raise their product prices (Anyona et al., 2023). The price of raw materials, such as tea leaves and other raw components, has grown due to rising inflation, which has a detrimental effect on the company's supply chain management. In this context, the Covid epidemic caused a 14% drop in the UK tea market's revenue (Statista.com, 2023). On the other hand, more people are choosing to buy healthy beverages like herbal tea and other beverages on a daily basis. For example, according to Mintel.com (2023), in the UK, between 2017 and 2018, "herbal/spice tea (36%), green tea (34%), speciality black tea (34%) and less than one in five (17%) drink instant tea" were consumed by individuals. The majority of the customers who started off young have been drinking various kinds of tea every day. Therefore, Mother Cuppa Tea's current situation has been positively influenced by the sociocultural behaviour of people in the United Kingdom when it comes to consuming tea. In addition to the aforementioned external variables, the tea processing and sales company's operations have been influenced by a few internal ones. Based on factual data, the firm was founded in 2022 and has only been in operation since then (Globaldata.com, 2023). There are just two people in the firm, and they work together to run business (Globaldata.com, 2023). This staffing shortage may make it difficult for the company to manage workload strain. 11

Similar to this, there are other tea processing companies in the UK that were established many years ago. Some of Mother Cuppa Tea's fiercest rivals include Unilever's PG Tips, Tata Tea's Tetley, Lipton Green Tea, APJ Surendra Group's Typhoo, and Yorkshire Tea. The company has encountered competition as a result of these upscale rivals. Because of this, the company has to strengthen its competitive advantages in order to lower problems or obstacles to appreciating the women's herbal tea business. Evaluating the ramifications critically in order to provide sensible strategic solutions for improving the firm in a complicated environment. Cost leadership strategy One of the key elements that has enabled an organisation to make goods using premium raw resources at a reduced cost is its cost leadership approach. In a similar vein, economical leaders have enabled a company to keep its product prices lower than those of its rivals (Amini and Rahmani, 2023). Given the high-end competition Mother Cuppa Tea faces, the company may benefit from its economical leadership in the current competitive climate. Figure 2: Cost leadership strategy (Source: Lecture notes) Differentiation strategy One of the best marketing strategies that has enabled a company to provide clients with more upscale and distinctive goods and services is the differentiate approach. Various tactics exist for differentiating products, including but not limited to cost, quality, design, features, customizations, and services (Jalali et al. 2022). Keeping this in mind, the tea processing company must continue to offer premium products at a competitive price. In this case, the 12

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company already prepares herbal tea specifically for female consumers, which is a novel approach for the product. Figure 3: Product differentiation factors (Source: Aggarwal and Chakraborty, 2022) The corporation must concentrate on the attributes of its product if it hopes to overcome the real issues facing the current market. Therefore, in addition to tea and coffee, Mother Cuppa Tea has to provide additional distinctive goods like herbal beverages. In addition to raw tea, the company should prioritize the way its goods are packaged. The company may enhance the characteristics or distinctiveness of its items by employing various vibrant, eye-catching packaging made of eco-friendly materials. One of the most important components of marketing and promotion is customization, which has the power to draw in a sizable audience from the cutthroat market (Terho et al. 2022). The company may extend the customization by setting up various offline and online campaigns and employing various communication channels to communicate with costumes. Using Bowman’s strategic clock One of the approaches that has assisted an organisation in effectively managing business plans is Bowman's Strategy Clock. Organisations have found it easier to identify all the areas that provide their companies a competitive advantage according to Bowman's strategic clock model (Almutairi, 2023). Differentiating characteristics such as targeted differentiation, 13

cheap price and low added value, market share, profit and loss, and dangerous high margins have been highlighted in this model. Figure 4: Bowman’s strategic clock (Source: Lecture notes) A company may start selecting a competitive advantage that makes sense for its organization and organizational skills by examining the various combinations of perceived value and price. The framework implementer must adhere to certain drawbacks of a company such as this one, which include the possibility of simplification and a restricted scope. Mother Cuppa Tea, a tea processing company, must use this framework in its operations while keeping in mind all the benefits and drawbacks. Conclusion The mission of Mother Cuppa Tea is to improve women's health by offering excellent tea products from morally-minded farms. With an emphasis on market focus, differentiation, and cost leadership, the union is utilizing strategies to expand and attract new customers. Analysing the company's position using techniques like Porter's Generic Strategies, Ansoff matrix, Prisoner's Dilemma, value chain analysis, BCG matrix, and PESTEL analysis can help it gain a competitive edge and manage its product portfolio. The growth plan's success depends on its efficient execution, competitive positioning, market analysis, and adaptability to changing consumer trends. 14

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Hossain, H. and Kader, M.A., 2020. An analysis of BCG growth sharing matrix. International Journal of Contemporary Research and Review , 11 (10), pp.21899-21905. Islami, X., Mustafa, N. and Topuzovska Latkovikj, M., 2020. Linking Porter’s generic strategies to firm performance. Future Business Journal , 6 , pp.1-15. Jalali, H., Van den Broeke, M. and Van Nieuwenhuyse, I., (2022). Platform and product design for markets with quality and feature-sensitive customers. International Journal of Production Economics , 244 , p.108354. Jueseah, A.S., Knutsson, O., Kristofersson, D.M. and Tómasson, T., (2020). Seasonal flows of economic benefits in small-scale fisheries in Liberia: A value chain analysis. Marine Policy , 119 , p.104042. Kaifala, G.B., Paisey, C. and Paisey, N.J., (2021). The UK pensions landscape–A critique of the role of accountants and accounting technologies in the treatment of social and societal risks. Critical perspectives on accounting , 75 , p.102091. Legislation.gov.uk, (2023). UK Legislations. Available at: https://www.legislation.gov.uk/ [Accessed on: 26.10.2023] Mintel.com (2023), 37% of Brits aged 25-34 drink 5-6 different tea types . Available at: https://www.mintel.com/press-centre/37-of-brits-aged-25-34-drink-5-6-different-tea-types/ #:~:text=However%2C%20when%20considering%20overall%20interest,17%25)%20drink %20instant%20tea. [Accessed on: 26.10.2023] Mothercuppatea.com, (2023). Mother Cuppa , Available at: https://mothercuppatea.com/ [Accessed on: 26 th October, 2023] Nayal, P., Pandey, N. and Paul, J., (2022). Covid‐19 pandemic and consumer‐employee‐ organization wellbeing: A dynamic capability theory approach. Journal of Consumer Affairs , 56 (1), pp.359-390. Obrenovic, B., Du, J., Godinic, D., Tsoy, D., Khan, M.A.S. and Jakhongirov, I., (2020). Sustaining enterprise operations and productivity during the COVID-19 pandemic:“Enterprise Effectiveness and Sustainability Model”. Sustainability , 12 (15), p.5981. 16

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Una.org.uk, (2023). International Literacy Day. Available at: https://una.org.uk/international- literacy-day-factsheet [Accessed on: 26.10.2023] Vieira, V.A., de Almeida, M.I.S., Agnihotri, R., da Silva, N.S.D.A.C. and Arunachalam, S., (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science , 47 , pp.1085-1108. Wall, W.P., 2021. DETERMINANTS OF SMEs’ PERFORMANCE- FROM BUSINESS STRATEGY TO INNOVATION. Polish Journal of Management Studies , 23 (2), pp.537-554. https://pjms.zim.pcz.pl/article/01.3001.0015.0024/en 18

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Appendix Appendix 1: Ansoff matrix (Source: Created by author) Appendix 2: Game Theory 19

Figure: Game Theory (Source: Davis and Brams, 2023) Appendix 3: BCG Matrix 20

Figure: BCG Matrix (Source: Scharwächter, 2023) Appendix 4: Porters Generic Strategy 21

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Figure: Porter’s generic strategy (Source: Bruin, 2021) 22

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CS2310-38.edited

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