Global Strategy

Dilmah and the US market

Phase 1:Alliance with The Compass Group

Phase 2:Contract “store within a store” at Whole Foods

A new 2nd place

• Tea Tasting Experiences

• Relaxing Environment

• Deep Conversations

• Tea To Go Options

• Warm Colors

Placement Criteria

• Smaller universities

• Focus on Sustainability

• Disposable Income

• High International Populations

• Large Asian Populations

Growing with the Market

• Taste and Compare before you

buy

• Tea preparation education

• Bulk purchasing

• Bundling packages

Store Placement

• Near selected schools

• Large populations of young

professionals

• Renown for innovation and

experimentation

The Diamond

Demand Conditions

Single Origin Black Teagrowing at 13% per year

Factor Conditions

Significant available service industry workforce

Firm Structure and Rivalry

Limited barrier to entry, large international presence, and fragmented rivals

Related and Supporting Industries

Improvements in packaging and freshness technology

Why Dilmah?

Premium, pure, single origin product

· Country of origin effect

· Already in 92 countries, No 1 selling tea in Australia

· Vertically integrated structure allows Dilmah to meet demand through scale

Financials

Income Expenses

Optimistic Pessimistic

College Population

21000 Utilities 1000

Market Share 1,323 504 Rent 3000

Tea Consumption pp

5,292 504 Workforce 7,200

Price per cup (sales)

26,460 2,520 CoGS 5,274 /2,484

Estimated Revenue

115,920 / month Advertisement 1000