A marketing plan for TWG Tea to enter China market

Table of contents

Executive Summary 3
1.0 Introduction 4 1.1 Product background 4 1.2 Company background 4 1.3 Country background 4

2.0 Business Evnrionment 5 2.1 PESTEL analysis 5 2.2 SWOT analysis 6 2.3 Market analysis 8

3.0 Marketing strategy 8 3.1 Objectives 8 3.2 Target market 8 3.3 Positioning 8 3.4 Marketing mix 8 3.4.1 Product 9 3.4.2 Price 9 3.4.3 Place 10 3.4.4 Promotion 10

4.0 Implement and control 11 4.1 Implement 11 5.2 Control and evaluation 12

5.0 Conclusion 12
6.0 Reference 14

Executive Summary

This marketing plans aims to help TWG Tea, a well-known tea brand operating in Singapore, to enter tea market in China. Through using PESTEL and SWOT analysis models, it finds that China is a high potential market for TWG to earn new growth. However, fierce competition and poor advertising performance of TWG and other limitations all can be big barriers to the entry of the brand. Considering the strong demand and satisfied purchasing capacity, TWG can target upper income groups who have strong beliefs in the health effects of tea to make greater sales.

1.0 Introduction 1.1 Product background

TWG Tea is a premium and luxury team brand provided by The Wellness Group. As a well-known tea brand in the international world, this brand provides more than 800 kinds of teas from single green tea, white, yellow and black tea to the mix of harvest tea (Lwee-Ramsay, 2013). It also creates some new varieties of tea from different seasons to create unique drinking experiences for customers from all over the world. The tea related cuisine such as patisseries are also provided in every outlet to perfect service quality.

1.2 Company