Dilmah Ceylon Tea: Market Development in Australia

Dilmah Ceylon Tea: Market Development in Australia

Paper instructions:
DETAILED DESCRIPTION OF ASSIGNMENT
Your task in this assessment is to analyse a case study in pairs that provides a critique of the issues in the
case. It should be approximately 3,000-3,500 words in length.
It is important to write your case study in a flowing format, ensuring the topics raised in any questions at
the end of case studies are answered, but importantly do not write the case study in a question:answer
format.
The case study you will need to address is:
Dilmah Ceylon Tea: Market Development in Australia (p506, Sharp, 2013).
Please do not answer the questions listed at the end of the case in the textbook. Your task is to research
the company and the market and then write a case study that considers:
1. The marketing environment
2. Whether the market could be segmented
a. If so, who the target market is
b. If not, explain why not
3. How you would manage the marketing mix for this product