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1、Liptons entering Canadian market-PESTLE analysisLiptonLipton is one of the worlds great refreshment brands, making a big splash in the global beverages market with tea- based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft drinks. It is the
2、 epitome of international quality. Lipton Yellow Labels assurance of quality has helped it become the worlds largest selling tea brand. Specially plucked from the best tea gardens of Kenya and blended to perfection - it is truly the gold standard in tea. The 100% International Blend - made with one
3、of the best technologies available in the world, has been brought to you to provide the finest tea drinking experience.Making our food healthierDisadvantage Fierce market competition.To alter management conception and management systemEconomical EnvironmentAdvantageFast and stable growth Low inflati
4、on rate Economic policy Consummate infrastructure Mature market Foreign investment can reinvest. The Political EnvironmentConstitutional monarchyFederal state Parliamentary democracy An ecosystem is a system in which the biotic (plants, animals, people), the non-biotic (landforms, soil, water, clima
5、te) endure as a unit in nature.Canada is not the country which produce teas, so Lipton does not have the advantage in material. But we can invest and set factories in Canada. The Ecological EnvironmentThe legal process in Canada is complex , so its important to have good legal consultant. As Lipton
6、is capable to own professional legal institutions, our company can enter Canada. The Legal environment Legal system: common lawConsumer safeguards: around 1 lawyer to every 450 people in Canada Cost of legal services: high Legal process: complexHigh health and safety standardsreduce the environmenta
7、l impactsTechnological EnvironmentTechnological environment is about the application of tools, methods and techniques to improve production and processes. Half our raw materials come from agriculture and forestry essential amount of packaging materials reduce, reuse, recycle and eliminate Social Env
8、ironmentCulture refers to the specific learned norms that reflect the attitudes, values, beliefs and customs of a society. Actually, the social environment contains all kinds of activities behave in the society. Lipton provides ethnic brands as we try to make immigrants feel at home. This unique cha
9、nnel brings in brands that include products from all over Asia, bringing in unique flavours and authenticity to our consumers in North America. For Canada has been influenced by British, French and aboriginal cultures and traditions, it might also get the habit of drinking afternoon tea, or they mig
10、ht spend some of their spare time in the tea shop to have a cup of tasty tea, will they. As we all know that theres purified water provided in public area all around Canada. So taking a cup of fresh tea is such an enjoyable thing, even more convenient than go and buy a bottle of soft drink. As we ca
11、n see in the graph, the climate in Canada is not suitable for people to take too much cold drink. Lipton might be an absolute great choice for the consumer to warm themselves up.Lipton： We care about health, which is why weve overhauled our entire food and drink portfolio. Weve cut down levels of sa
12、lt, sugar and trans fats and are improving labeling to help you eat better, feel better and stay healthy. Tea doesnt just taste great, it has many additional qualities. For example, its naturally rich in flavonoid antioxidants known as catechins. It is also a great source of fluoride in the diet and
13、 is the major dietary source of L-theanine, a naturally occurring amino acid. On the other hand, brewed tea contains on average half the level of caffeine found in a cup of brewed coffee.When drunk on its own, without milk or sugar, it contains virtually no calories. Good food and drink can improve
14、our health and vitality, be fun and bring families and friends together. We care about food because you do. Unilevers unique portfolio of food, home and personal care products can make a difference to the health and well-being of people everywhere. People all around the world live a fast tempo life.
15、 Lipton tea is more portable and convinient for people to take. As costs of producing are increasing rapidly. The paper packages we use are more available for both the costs and the environment protect.The Competitive environment Competitive environment is that part of the companys external environm
16、ent which consists of other firms vying for patronage of the same market. Customer: growth of tea drinker; More consideration on health; Increasing of Asian; Habit of drinking Competitor: coke and coffee producer has new market strategy; Possible future Chinese or India incursion into Canadian tea market.Conclusion: As the customers tends is changing, they are searching for different beverage to inst
