RESPONSIBLE ENTREPRENEURSHIP VISION DEVELOPMENT AND ETHICS

110 RESPONSIBLE ENTREPRENEURSHIP
to advance their ability to compete in the market and they were adopted innovations in various
areas such as product, process and marketing.
Related to product innovations, Company B and A have been developing unique tea grades
called “Jayachakra” and “Sun Pekoe” respectively. Further, company B and D are working
on designer teas and producing designer teas for international exhibitions. A Company produces
different favored tea and White tea. B and D Companies produce teas mainly in three
ranges. C, E, and F tea manufacturing firms are also producing flowery tea grades such as
silver tips, special teas and extra special teas. Additionally, C and E Companies are producing
CTC tea grades and owner of E firm mentioned:
In global market there is increasing demand for CTC tea since now trends towards the more convenience
type of teas. CTC tea is more suitable for tea bags therefore we shifted to dual manufacturing
method to gain competitive advantage.
A, B, and D Companies are producing different types of attracting tea packets for foreign
market and B firm produces tea bags too. E and F firms are producing different sizes of tea
packet for local market.
As process innovations, all Companies except C Company were acquired quality certificates
to comply with food factory concept and to be competitive in global market. All companies
were semi automated the orthodox production process to maintain the consistency of
production. Further, C and E Companies were adopted dual production by implementing fully
automated CTC production line. Implementing computerized weighing system for green leaf
by B, C, and D firms and further B and D Companies are ensuring the traceability which is
a requirement of some buyers. Company B, D and F are implementing different strategies to
minimize the post harvest loss of green leaf. While F Company is implementing energy conserving
withering trough fans to reduce the cost of production.
To face the competition tea manufacturing firms are adopting market innovations as follows.
A, B and D Companies do direct export under their own brand name other than main
marketing channel of tea auction. They are serving to foreign niche markets. B Company performs
as the leading and fast growing tea manufacturing firm in Sri Lanka and it is registered
as exporting company and increases their direct export up to 5 % of total production.
While A, and D Companies direct exports are 1 % of their total tea production. The owner
of A Company said:
We always try to introduce new products based on the buyer’s requirement and try finding niche
markets for those products.
Further, B Company owner mentioned; “our main objective is promoting “our own brand”
in the global market by 2018’. They established tea centre in the premises of tea factory through
that allowing visitors to taste the tea where it produce. Locally sell the product through special
outlet such as supermarkets and hotels. Thereby try to dominate distribution channels
and establishing brand recognition. As market innovations, E and F Companies are introducing
their own brand to local market additional to tea auction which accounts 2 % and 1% of
their total tea production respectively. In order to developing C Company’s market, they are
planning to introduce their brand to local market. The owner said:
We identified there is big demand for our teas locally therefore we working on launching our brand to
local market and finding opportunities for direct exports by participating international tea trade fairs.