ACME Tea Assignment Example | Topics and Well Written Essays - 4000 words

ACME Tea - Assignment Example However, ACME is not a global brand and has presence only in Muscat. Moreover, the company lacks marketing experience, and hence this report suggests a marketing plan based on the situation and industry analysis. The retail sales value of tea in the UK jumped 22% between 2006 and 2011 and was valued at  £655 million in 2011. Almost 87% of the Brits are tea consumers. Sale of loose tea has dropped between 2009 and 2011. Consumers are particularly cutting back on the use of higher price loose tea. However, tea being a staple item for every household, economic downturn is unlikely to have any significant impact on the consumption of tea. The overall tea market is expected to grow by 8% between 2011 and 2016 and reach  £708 million (Mintel, 2012). Sales of ordinary tea bags have been declining steadily over the past few years (73% in 2009 to 70% in 2011) (Mintel, 2012). More exotic varieties such as Green Bags, Fruit and Herbal Bags, Speciality Bags and Decaffeinated Bags, are now preferred by the Brits. Sale of green bags has grown a sensational 83% between 2009 and 2011. As many as 12% of the Brits, drink green tea on a weekly basis. A SWOT analysis has been conducted (Appendix A). The tea industry is experiencing growth as consumers seek health drinks and consider tea to be a health drink. Competition with other beverages and drinks are prevalent but tea is being promoted as a health drink. Green tea and new herbal infusions have been gaining popularity among health-conscious consumers even at the expense of other hot drinks (Groosman, 2011). Suki Tea is a strong contender in the UK tea market as it provides finest loose tea, herbal infusions, and fruit blends from around the world. They focus on ethical sourcing and their teas have Fairtrade, Organic, and Rainforest Alliance accreditation, which have served to enhance their market position (Suki Tea, n.d.). In the UK four companies dominate

The role of public relations in the shaping of news Essay

The role of public relations in the shaping of news - Essay Example Since the past century, when journalism became an established and highly respected practice, journalists have helped to shape news and public opinion. While journalism involves creative writing and plagiarism is abhorred, a few journalists and media houses have taken up an unhealthy practice called Churnalism. This is a form of journalism in which press releases given out by the Public Relations agencies and news agencies are copy/ pasted to create content for print and online media, without verifying the news or investigating the issues. This has given rise to the internet bound writer whose main source for news and creative ideas is the Internet. Field and investigating journalism that once made erring national leaders and business barons wait with dread for the morning paper is now nonexistent. Taking its place is the ubiquitous PR release that forms the main news source. Overall, crime stories see the highest Churnalism with PR release sent by police departments. PR releases by b usinesses and NGOs find some more publishers among journalists. (Davies, 2009). The dangers of this churnalism are manifold. There is a strong indication that the PR agency, that releases the news releases are tendentious and in favour of the entity, that pays the agency. For such agencies, truth and facts are secondary and they tend to pile calumnies, distort news, and twist facts until the resulting story meets their prescribed line of thought. Such reports create more trouble when ill-advised journalists, media and newspapers pick up.