Product details

Yorkshire Tea (YT), one of the reputed tea brands in the world, had established its market supremacy mainly by making blended black tea over the years. In addition to its black tea blends, YT had produced a range of other tea and coffee products, ie, specialty teas, herbal teas, and coffee beans. However, YT had been facing commercial challenges from its major competitors, namely, Tetley and PG Tips over the years. In order to sustain its business growth in the future, in January 2024, Taylors of Harrogate, the owner of YT, had restructured the marketing team and promoted its Marketing Director Dom Dwight (Dwight) to the new role of Strategy and Innovation Director of the company. Such a move might help YT to commercially flourish and achieve the top spot in the competitive global tea market. According to Dwight, undertaking innovation either through communicating the product of tea in an unexpected way or by exploring new formats, would be essential for that recovery. In this backdrop, would YT be able to succeed with its restructuring strategy in driving business growth in the future?