...Executive summary TWG Tea is an internationally recognized luxury tea brand established in Singapore and targeted toward affluent consumers. Australia is identified as offering strong future growth opportunities for the brand. Australia’s tea-drinking culture is already well established due to their former colonial ties with Britain. High disposable income has lead to luxury items becoming accessible to a large share of the Australian population. Competition within the teashop market also remains relatively low, with no competition currently existing within the luxury market. It is therefore recommended that TWG Tea use a contingency approach to enter the Australian market, making minor adaptations to their product offerings and standardizing other elements of their marketing mix, positioning strategy and target market. It is also recommended that TWG Tea use a push strategy, including personal selling and sales promotions, to help build brand awareness and relationships with their target market. Finally, it is suggested that TWG Tea enter using foreign direct investment, establishing a single store within a densely populated area with high disposable income, such as Sydney. Contents 1.0 Company background…………………………………………………….. 4 2.0 Marketing Mix………………………………………………………………. 5 2.1 Positioning…………………………………………………………………… 5 2.2 Target market………………………………………………………………... 5 2.3 Marketing mix………………………………………………………………... 5 3.0 Australian marketplace……………………………………………………...
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............................... 10 6.3 Positioning…………………………………………………………….. 10 6.4 Marketing Mix…………………………………………………………. 11 7. Market Entry Modes……………………………………………………… 13 8. Local Regulations and Taxes…………………………………………... 14 9. Conclusion………………………………………………………………… 15 10. Bibliography……………………………………………………………….. 16 1. Executive Summary TWG Tea is an internationally recognized premium and luxury tea brand established in Singapore which offers 800 fine harvest tea and exclusive blends, as well as tea patisseries and other tea-infused delicacies. TWG Tea is a veritable innovator with the creation of new varieties of tea from every season and collaborated with the world’s most renowned estates. China is identified as one of the strong future growth opportunity for TWG Tea. They are one of the few countries who have established a tea drinking culture and customs. Tea is part of the Chinese customs and lifestyle. The fast and expanding economic growth in China has led to a high disposable income among the people and they are gradually moving up from the middle class to the upper class. Hence, luxury brands are accessible to most population in China. The following section, will analysis TWG Tea’s target market and to determine on the right marketing strategies so as to enter into the foreign market. 2. Company Overview...
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...What Does The Victorian Tea Set Tell Us About Consumption In 19th Century Britain? A) Conspicuous Consumption and Social Emulation Consumption began to increase greatly as the industrial revolution kicked in, meaning that demand rose substantially for many goods not readily available to the masses beforehand, for example, tea. The Victorian tea set can tell us a great deal about consumption and conspicuous consumption in 19th century Britain. For instance, that appearance and the expensive belongings people had were important to one’s image and social stature, therefore, for families that were able to afford such things such as an expensive Wedgwood tea set were seen as important and wealthy people. The Victorian tea set also became a fashion accessory. Furthermore, luxury and consumption also began to grow more hand in hand. However, conspicuous consumption and social emulation affected the working classes greatly which will also be explored. Wedgwood, being a producer of high quality tea sets in the 19th century, began to aim its products at a much wider market by the 1840s by producing mid – range tea sets so that more British households could afford such luxuries.[1] This shows that demand and conspicuous consumption was on the rise as many more people began the need for this new fashion accessory, hence Wedgwood expanding into this mid – range market. The rise in demand of tea sets ultimately evolved from the fast growing popularity of tea, as it became a respectable...
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...Elements of Business Project Group Members: Lee Chiew Yen (07) Ang Rui Mei (12) Joana Ng (14) Lee Jia En (17) Class: BJ1501O Lecturer: Mr Raja Content Description of the objective of business organisation Company Background Information TWG Tea's parent company, The Wellness Group, was founded by Manoj M. Murjani in 2003. It was established in 2008 by Manoj M. Murjani, Taha Bouqdib and Maranda Barnes and they opened their first tea outlet in Raffles Place's Republic Plaza. Within 6 years, TWG have a number of 44 salon, stretching across 15 countries. TWG has become The Wellbeing Group and was co-founded by Taha Bouqdib, Maranda Barnes and Rith Aum-Stievenard in 2008. The founder of TWG, Murjani had left TWG in 2012 to spend more time with his son who is studying in London. Taha Bouqdib has become the Sole Founder and President of TWG. TWG stores spread across 42 countries and it has 27 stores worldwide, with another 12 stores scheduled to open before the end of the 2013. Objective of Business (a) Economics: Profit Earning – TWG have their profit earning through their goods and services, also from shareholders too. One of the major shareholders was OSIM. Production of Goods - benefited TWG is because they provide a full service that is designed to fit your needs and also producing goods that have market demand. Stakeholders: Welfare of Employees: Taha Bouqdib has said that “It is necessary to recognise your staff’s achievements, what...
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...lan | SoRen Tea | Marketing Analysis and Strategy | | | | | | | Table of Contents 1.0 Executive Summary………………………………………………..... 3 2.0 Situational Analysis…………………………………..…….. …….... 4 2.1 Market Summary………………………………………..…………... 4 2.2 SWOT Analysis……………………………………………………... 6 Strength……………………………………………………….. 6 Weakness……………………………………………………… 6 Opportunities……………………………………….................. 7 Threats………………………………………………………… 7 2.3 Competition……………………………………………….................. 8 2.4 Product (Service) Offering………………………………………….. 10 2.5 Keys to Success……………………………………………………... 11 2.6 Critical Issues……………………………………………………….. 11 3.0 Market Strategy……………………………………………………... 12 3.1 Mission……………………………………………………………… 14 3.2 Marketing Objectives……………………………………………….. 14 3.3 Financial Objectives………………………………………………… 14 3.4 Target Markets…………………………………………………….... 15 3.5 Positioning …………………………………………………………. 18 3.6 Strategies …………………………………………………………… 18 3.7 Marketing Mix ……………………………………………………... 20 3.8 Marketing Research ………………………………………………… 22 4.0 Controls …………………………………………………………….. 23 4.1 Implementation …………………………………………………….. 24 4.2 Marketing Organization ……………………………………………. 24 4.3 Contingency Planning ……………………………………………… 25 5.0 Conclusion …………………………………………………………. 25 Reference……………………………………………………………… 26 1.0 Executive Summary SoRen Tea is a new start-up...
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...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...
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...Nirvana Coffee and Tea Parlor Executive Summary "Nirvana Coffee & Tea Parlor” will be a new coffee and tea house in the upscale and urban neighborhood city of Solon in NE Ohio. We expect that at Nirvana, people will reach a new level of happiness a state of illumination free from agitation. We will offer our clients a “Nirvana” like experience through our unique ambiance and products including freshly brewed coffee and tea. Nirvana will be a Limited Liability Corporation, managed by its owner Syed. His love of tea and business knowledge will make the parlor business a success. Nirvana will offer a full range of coffee and teas (hot and iced), as well as pastries, premium chocolates, coffee/tea accessories, freshly roasted/grounded coffee beans and loose teas for taking home or giving as gifts. In USA specialty coffee and tea market is growing rapidly at 20%. Americans consume 400 million cups of coffee per day making the United States the leading consumer of coffee in the world. On an average, 250 Cups of espresso and coffee drinks are sold per day at almost any espresso business with a great visible location. Tea sales have increased 165% over the last fifteen years, with the number of tea rooms offering sit down service rising about 15% to about 1,500 shops. American love for tea certainly owes some of its increase to the proliferation of gourmet coffee shops like “Starbucks” around the country in this same period. Most of working America has accepted the idea...
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...ITC Windsor - Internship Report By Shoba Daniels Table of Content 1. Introduction 2. F and B Service 3. Food Production 4. Front Office 5. Housekeeping 6. Conclusion ITC Windsor, Bangalore ITC Windsor, is a 5 star hotel in Bangalore that merges an old world ambience with international service to create a hotel experience that goes beyond expectation. The hotel is located three kilometres from the business centre and 33 kilometres from the airport. It’s near to downtown locations, prominent business and commercial areas, the historic landmark Vidhana Soudha, and opposite the Bangalore Golf Course. F and B Service My vocational training took place at the ITC Windsor. During my one month vocational training I did F and B Service in the Coffee Shop called Raj Pavilion . In the Coffee Shop these are the different things that we did and learned and saw. My duties in the Coffee Shop were: Napkin Folding There are 3 different ways of folding Napkins in the Coffee Shop. For breakfast the napkin fold is a type of book fold, the lunch napkin fold is a book fold (for the book fold you fold one side then fold the other side then turn it around and fold one side then fold the other side) and dinner fold had no name but you whirl the napkin and it stand long in a glass cup on the table. Filling and Refilling the Water Jug They serve different types of water in the Coffee Shop, One is regular water. I filled the jug with regular...
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...value bread and more high quality, organic bread. 4) Tahitian Treat: A low-cost carbonated fruit punch beverage. 5) Thirst Rockers Normal Good: Goods for which demand increases as consumer income rises and falls when income decreases but price remains constant. Most goods are normal goods, hence the name “normal.” food,water,clothing, salt, match box, vegetables. Superior Good: Goods that will tend to make up a larger proportion of consumption as income rises. As such, they are an extreme form of normal good. Thus, a superior good’s income elasticity” will be both positive and greater than 1. A superior good might be a luxury good that is not purchased at all below a certain level of income, such as a luxury car, paintings. examples- 1) Smoked salmon 2) Caviar, sometimes called black caviar, is a luxury delicacy,...
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...Jane Fairfax’s comment about “human flesh” in Emma is perceived to be a comment on the slave trade by Mrs. Elton, but rather is a statement on “governess trade” (382). Save for that one instance, Austen makes little to no mentions of world affairs outside her county narratives, despite the onslaught of the independence movements in America and France, the Napoleonic Wars, and the beginnings of the British Empire. Though Austen never directly discusses the conquests of her nation, the prevalence of the teatime aesthetic—whether in the morning, as the center of a party, or as a reflective afterthought to dinner—provide a symbol that reflects the increasing strength of Georgian Britain that allowed the importation of tea. In Sense and Sensibility,...
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...next in Asia-Pacific market and Eastern Europe. As we know, luxury and brand western including American products attract firstly asian people. Moreover, most of asian have positive thinking and image for American. Nowaday, they believe that for being in trends, they must possess luxury brands and products or even react like American. For investment in foreign market, Krispy Kreme team marketing should understand deeply some important factors which could facilitate their products through each country’s market. The below are our analysis ; The first factor that is host-country government’s political policy. Krispy Kreme can achieve their goals when host-country government’s political policy encourage foreign investment. If not Krispy Kreme will suffer from the consequence of the boycott from host-country gouvernement. Next, we identify that closed-countries evaluate less about their visions that open-countries. Each culture environment can influence differently on the activities’s abroad. If a host-country’s culture accepts foreign food, this could be the advantage for Krispy Kreme investment. Additionally, we think that the host-country’s economic environment play a big role in the success of business. These are the countries in which we think that Krispy Kreme should enter next ; [Japan - More developed-country - Encourage foreign investment - Positive attitude american products - Luxury brand and products attract Acceptance of take-away food ...
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...much a good will be sold, and for what value it is sold (Flynn, 2005). Starbuck a coffee shop started in 1971 there are more than 18,000 coffee shops in 40 countries. Starbucks also owns Seattle’s Best coffee shops. Starbucks also carries several food items such as pastries, and sandwiches. Starbuck also carries a variety of coffee beans, and accessories. Starbucks not only carries coffee but also a variety of do it yourself teas, and teas made fresh in the coffee shop (Kasireddy, 2011). Starbuck is a growing demand with growth in revenue of coffee beans demand is not meant. Starbucks has a goal to find other means of 100% demand to be given out, and supplied. Demand Coffee is the most traded commodity in the world other than oil. Coffee is raised in many countries around the world. A major corporation, such as Starbuck is trying to control a huge portion of supply. Starbucks is an important retailer of roaster and brand specialty coffee in the world. Products like whole beans, roasts, and rich brewed coffees such as espresso, cold coffees, and teas along with breakfast, and lunch sandwiches are sold in Starbucks coffee stores. Starbucks has a selection of coffee accessories that may be purchased. A high demand of these coffee shops can be found in several grocery stores, and bookstores. Customers love their coffee stops before work, after work, and just about any time of the day. Starbucks has a reputation of...
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...TThe High Tea Party The High Tea Party is an event that gives you the opportunity to have “a gorgeous excuse to catch up with the girls!” Upon arrival at the luxury location you are greeted with a glass of sparkling wine. There are many shopping stalls to enjoy. There are also great workshops like, makeup, massages and hair styling. There is also a high tea that is served in the ballroom served twice a day (10: 30am-12: 30 pm, 2: 30pm-4: 30 pm). Event Management Duties Each member of the event management team was assigned to a different duty. Some where greeting guest, a few were serving a glass of sparking wine, and there were also team members working at each stalls and serving in the ballroom. How well tasks were carried out The tasks carried out by the event management team were very successful. Guests were welcomed in a very professional and respectful manner. Service was quick and neat and the members working at the stalls were helpful. Difficulties faced and how those difficulties were dealt with At the High Tea Party, the difficulty this event faced was with the amount of members serving the alcohol. On late notice the member who was assigned to this job notified the event manager that they are unable to attend. The manager dealt with this effectively by asking if any of the event management team members held a RSA (Responsible Service of Alcohol). Adjustments were then made in order to ensure guests didn’t have a long wait to enjoy a glass of...
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...they are dependent on these drugs, so they keep consuming it, causing the high demand for stimulants. There are many types of stimulants, such as caffeine, amphetamine, and methamphetamine, but the most consumed one is caffeine because it comes in many foods and drinks, such as coffee, tea, soda, and chocolate. In Malcolm Gladwell’s “Java Man”, caffeine is the drug of choice for the modern world because of coffee’s success in the American Revolution....
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...to the changes in the determinants of demand i.e. price of the good, consumer income and price of related goods. There are three quantifiable determinants of demand and hence elasticity of demand can be of three types; * Price Elasticity of Demand Price Elasticity of demand is the degree of responsiveness of demand to a change in its price. In technical terms it is the ratio of the percentage change in demand to the percentage change in price. There are a number of factors that determine the price elasticity of demand. * If close substitutes are available then there is a tendency for customers to shift from one product to another when the price increases and demand is said to be elastic. For example, demand for two brands of tea. If the price of one brand, say Brand 1, increases then the demand for the other brand, say brand B increases. In other words greater the possibility of substitution greater the elasticity. * The amount of income spent by the customer on a commodity plays a great role in determining the price elasticity. The elasticity of the commodity will be more when the proportion of income spent on it is more. * The usefulness of the commodity is an important factor in determining the elasticity. If the commodity can be put to many uses then the elasticity will be greater. * If two commodities are consumed jointly i.e. complements, then increase in the price of one will reduce the demand for both. * Time plays a very important...
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