Free Essay

Three Cup of Tea Book Review

In:

Submitted By psychol
Words 3360
Pages 14
Book Review

Greg Mortenson & David Oliver Relin. Three Cup of Tea. New York: Penguin Young Reader Group, 2009, 209 pages.

This book is from the author’s personal story of how he discovered himself from the failure of mountain climbing to the rescue by the village Korphe in Pakistan. His life goal occurred a big change and resulted the commitment of building schools for poor children in Pakistan and Afghanistan mountains which inspired by the kindness offering that the little mountain village’s chief he stayed. Furthermore, this book is about the process of how he achieved this life goal.

Biography of The Author
Greg Mortenson is born in Minnesota and move to Tanzania with his parents when he was just three months old because of his father was missionary. He went back to the domestic of the United States when he was fifteen years old. Mr. Mortenson is also a previous mountain climber. He is the cofounder of the nonprofit organizations the Central Asia Institute and Pennies for Peace. He has established many schools in rural and often volatile regions of Pakistan and Afghanistan, which provide education to more than 28,000 children where few education opportunities existed before, especially female children.
Introduction of The Book
Greg Mortenson, the author of this book, went to Pakistan for climbing the second highest mountain in the world, K2, to memorize his dead sister. After the unexpected failure of his challenge, he got lost in the mountains. However, from the opportunity of visiting the little mountain village, Korphe, Mortenson starts his second life.

When Mortenson was in Korphe, He heard from the chief of the village said that Korphe is so poor that they can only hire one teacher with another nearby village. The teacher would go to Korphe three times a week, and ian the other days, Korphe’s kids could only do the homework the teacher assigned.

Those kids reminded Mortenson his little sister. Although he didn’t have many assets, he knows he has to do something for them. He put his hand on the chief’s shoulder and promised his that he will help the village to build a school.

At that moment, Mortenson didn’t know his promise has not only changed Korphe, and many of the children in Pakistan, but also his entire life. It costs three years from making his promise, his going back to the United States for raising the donation, then going to Pakistan for buying the building materials, including building a bridge, to finish the building in Korphe.

In this whole process, the author brings us to go from the world we are familiar with to a world we are unfamiliar by telling Mortenson’s story. From the interaction between people and people, from one culture to another culture, from Christian to Muslim, we know about the personality of Mortenson, and we discovered the kindness of human beings in this world together with Mortenson.

This book is not only related to the social business or charity, it actually reveals a conflict between the western world and Muslim world. For a long time, we receive the news and information from the western world that how cruel, how bad, or how “heathenism” that Muslimism are, which on the other hand, the values that might be created by the western world. For Asian people like us, who are not living in the western society, we could hardly and truly feel the hatred towards the Muslim people as well as Muslim society from the western society due to the series terrorism actions. As the result, through the journey that Mortenson went by, it illustrated a real outlook of Muslim world by the aspect of a western civilian (but not by western politics or western military forces).

In this sensitive area, the power of religious is actually higher than the power of politics and dominates the highest decision making. A lot of Americans may question Mortenson that why they’re donating money to support the terrorism and let those terrorism to get education. And this kind of thinking is the just original obstruction when Mortenson was trying to achieve his dream and his social business. On the other hand, previously, the Muslim society also doubted the purpose that Mortenson’s proposal of building schools in their own land is a method to invade their society and values, thinking, etc.,. Moreover, although most of the central Asian people are Muslim, they actually are separated into different religious sects. The hatred between each sect usually caused wars, which make the situation more difficult and the achievement harder to reach.

As the result, Mortenson needed to attend to the religious court very often to defend his project from being suspended. In the other hand, he also needed to coordinate every party and try to eliminate the conflict between each of the group. The growing up background of living twenty-three country that Mortenson has actually help him to adapt in a multicultural environment and do the necessary act to keep the situation in a harmony way.

Although recently the media exposed that Mortenson might involve in a scandal of embezzle funding from Central Asia Institute that shall belong for constructions, it was still a dignity behavior in the very beginning that Mortenson was tried his best to devote himself into the social business. I would leave my comment regarding to the unethical part later.

Mentioned to Central Asia Institute, which is funded by Mortenson, its main objective is improving the education level in the poor area in Pakistan and Afghanistan, especially for female children. Under their research and observation, after the male children received appropriate education, they tend to move to bigger city for work so they can earn more money. However, regarding to female children, on the contrary they tend to stay at hometown and take care of their families even they are well-education. The different shows that the female education is extreme important in the area cause as long as female could get education, they could go home and teach their family and pass down the traditions and all necessary knowledge.

Nevertheless, it’s much more difficult that drive female education then male education because the fact that the Muslim society is patriarchy, particularly in poor or so-called conservative areas. All we know that the Muslim Halal regulated a lot of restrictions of female’s daily routines, not mentioned the project was driven by an American, their enemy! Except for the religious barrier, some of the Muslims also doubted that Mortenson might brainwash their female children the “evil” western thinking and knowledge and in the end destroy their traditional values when building up schools and hiring teachers to the mountains sponsored by Central Asia’s funding.

What Mortenson could do is contentiously communicating with each community and does the action to prove his social business project is not deceiving people, not trying to brainwashing people and the most important thing is, truly improving people’s lives. It took three for Mortenson to build the first school, and now it has passed a lot of three years. The Central Asia Institute and Mortenson have built hundreds of schools and helped thousands of children and may have already changed their lives.

After the successful debuted and significant feedback from publishing the <Three Cup of Tea> I & II, there are more and more people around the world approve Mortenson and his social business and willing to donate money and other resources they have, to make the project keep going and expand. Mortenson and Central Asia Institute has proved their concept is accepted by the world.

Personal Reflection and Evaluation of The Book
About the story of Three Cups of Tea, three of my most impressed part is “Introspection”, “Respect” and “Determination”.

Introspection
For a long run, the author always believes the western style progressive way is the only and undoubted way for all human beings in the world. This concept has been changed after he went to Korphe and devoted himself into his social business, he realized that not only destroy old buildings and construct new huge landmark is the way to prove a country or an area’s advance. The western society have imposed their own values and the standard of “developed” on other society permanently.

However, through Mortenson’s eyes and words, I know that how to keep the balance with the nature, how to sustainable use the resources that the motherland gives us, and how to construct a sustainable community is also a possible answer of the definition of development. It’s not always a standard in this world, because it is so big, and a lot of cultural has been live peacefully with the nature, no matter it is advance as the western world.

Regarding to the lesson, I think humans shall be more humble to things no matter we already know or we don’t know. However, it is blind spot for most of people especially when they are willing to do the charity or social business. We have heard a lot of real cases like the Taiwanese charity institute Tzuchi destroyed a communities’ original lifestyle by “teaching” them how they should live after natural disasters like typhoon or earthquake. It is actually an arrogance behavior that the part who provides helps thinks their position is higher than the part who receives helps. People shall always look into themselves and exam whether our own values could really impose on other before taking actions.

After the introspection, we shall learn how to respect people and community.
Respect
After Mortenson complete his first fundraising and went back Korphe to build his first school, he is so hurry to accomplish this project, which leaded him to take a highly pressured way to manage all the construction progress, and in the end made everyone so tired and not willing to work anymore. At this moment, the chief of Korphe, Haji Ali, told Mortenson that “these mountains has been here for a long time, and so do us. You couldn’t tell the mountains what to do, instead you have to learn to listen to them”. Haji said, “If you want to success in Pakistan, you have to respect our lifestyle.”

Haji also told Mortenson that “You have to spend your time to finish these three cups of tea. Although we haven’t received any education, we are not stupid. We have been here for a long time”. This makes Mortenson think “The Americans always think things shall be done in an efficient way. However, Haji taught me to spend time for three cups of tea, to slow down and respect the relationship with workers, as my respect towards building schools.”

Just the same with Mortenson and his social business, when we starting our Good Night Market project, first of all we not only have to know our target audience and understand what they really need, but we have to respect their original custom of life. Of course, it is not wrong for us to have an ideal model or vision about how the project should run, how we should help people to live the way we want them to be. However, if we don’t respect the real needs from our target audiences and amend our plan, we might face a very serious rebound from them and the original intention of helping people might be eventually out of tune.

Determination
When I browsed in the internet and tried to find some useful materials for supporting my book review, a sentence jumped into my eyes. “How could one man change the world? Mortenson’s story is worth us to think about our own answer.” Our personal power might be weak, but as long as we gathered our power together and accumulate it, we could become huge power that no one could neglect. And even the first power is used up; the program still would not be stopped.

It is always easy to become a follower; however, it is always hard to become the raiser. No matter the fact that whether Mortenson took funding from the Institute or not, we still have to admire his courage of making his very first step, fighting for each party to achieve his goal just for those poor people who is almost no one cares about. It is very difficult to reverse people’s stereotype towards one thing they believe for a long time, especially for something is “political incorrect” just like poor people, drug abuser, homeless people etc. It becomes more complex when issues are related to religion. As my personal point of view, Central Asia is a taboo for western people to talk about because of the terrorism. And what Mortenson have achieved is not only changed Pakistan’s Children’s life, but also changed the way the American people see other people.

It is not easy to convince people that your social business project would result which level of successfulness, but as long as we know that our project is right (by introspect ourselves and respect others real needs), it is right for us to keep our determination and strive for our project. And one day we will definitely meet the one who is willing to give us his hand, just like Mortenson met.

The similar social business I have ever joined is Kiva.com. Since two years ago, I have made sixty loans in fifty five countries or regions, from East Asia to Africa, from Middle East to South America. Of course it is not one hundred percent the same with the construction program, however, through each online lending project, I could see the real people with their real needs but not a dream or a hollow version like “Send Your Love to Africa” campaign. Most of the time I see a woman or a group of women with their farm, their goat or their grocery store, I see a man with his barber shop, his fruit trees or with his car. I know his name, age, his repayment plan and his mid-term life plan.

Sometimes the local NGO volunteers would send a middle review to us, or just post it on the lending page for letting us know if everything is all good, and we could reply via the website if we have anything want to tell the borrower. Most of the time there will be no reply, but we know there would have some communication happened. And the reason why I contentiously support the Kiva program is because it’s just like what Mortenson is doing. We are not giving those people in need what they want, but we are helping them to get the ability for living, and that is the most important part a social business shall achieve. Although there are numerous of NGOs in this world to help people, the resources are still not unlimited. As long as we could find a way to make a program sustainable developed even after we left, it would be regarded as a successful program.

In this book, except for the part of dealing the political or religious issues, I think the author concerns about how could a poor village sustain on their own. And the tool is by education, especially female’s education. But the education is always a sensitive part. For example, which material should the teacher adopt for teaching? What kind of point of view should the teach stand for when he is teaching children? All intangible issues shall be solve after the plan was made, and the truth is building schools is not hard but building the trust in people’s heart is hard.

After I read this book, I’m starting to do the survey of the similar project in Taiwan. There are still several aborigine village in mountains couldn’t receive sufficient educational resources, and currently they got support from Christian organization or College student clubs. I think for student club it is very suit for providing this kind of service because there are always new fresh student join the club every year. However, the quality of teaching and how to pass down the intelligence of teaching from graduated students is a big concern. I could choose to become a man power of teaching or form a group to service a selected area. It is very important for Taiwan’s teenager’s education, not only on the mountains but also in those families formed by denizened bride.

Regarding to the part that I don’t like in this book, I feel like the author is trying to form himself to become a hero, a typical hero that will be shown in American novels or movies. I don’t know whether it is just the personality the author have, or it is his strategy to making his book selling goes up, and then increase his influence and eventually raise a huge amount of funding from donation or he just wants to get fames. It is also confused me that the attitude is heroic arrogant or just the confident due to the cultural difference. Except for this part and the scandal, I think it is a very good story for people to discover the totally different world, culture and people, try to understand and respect the other unknown part that we think we have known. It is also a very good story for inspiring people to think about how they could help this world and then devoting themselves into their own social business.
Conclusion
I’d like to use conclusion to talk about my feeling regarding to the scandal of corruption and the risk of the lure after success. First of all, in fact I believe the author has the right to get a certain amount of money that belongs to him, after he has done such a great and difficult achievement. As long as he really did those things he claimed in the story. In my morality, if body is getting hurt or harm, and the results are truly helped the target people, even a small trick or some prettify to the story is acceptable.

However, some evidences shows that in some areas, while Mortenson claimed he and Central Asia Institute have built schools there, it actually has no buildings or it is an old building that isn’t built by Central Asia Institute. When deceives happened, things are not running in a correct direction. While reading this book, I always feel like the author was trying to make himself as a hero, an extraordinary people who is just not normal. For making a successful business, a good story is always welcome; however when it is a social business, shall we put ourselves into a higher ethic level? Or since it’s a nice program for helping people, we shall pretend nothing happened? This controversial debate has been going on in my mind for a long time since the lecture mentioned about this corruption, and currently I don’t have the answer that could convince myself.

It’s also makes me think about how to prevent a social business end in failure because of the irresistible lure of money and fame coming after the success that would change a person from inside of his mind. Even it is a social business, it still requires well superior governance. The “hero” of the social business program shall know how to shift his power in the company/organization to a group of managing levels so that the impact of the potential corruption would be able to minimize. It’s not a pure business. We are using people’s empathy to earn money for people in need. We are also influencing people and drive them joining the social business. In the other words, those stories are not actually belonging to us.

We have the right to collect money which under the regulation because we still need to live lives, but we couldn’t “steal” the money we claimed to donate out. It is truly hard for human to obey just because we are human beings; therefore the self-awareness and superior governance is specifically important. This is what I’ve learned in this book regarding to the social business.

--------------------------------------------
[ 1 ]. Part of the content is quoted from Three Cups of Tea, Greg Mortenson, Author’s Introduction

Similar Documents

Free Essay

Role of Education to Overcome the Problem of Gender Discrimination in Pakistani Society

...Tea has a rich culture in Pakistan from the decades and part of our daily lives. People love its aroma, color and especially the most important is taste. Tea is becoming social day by day as it is offered to guests as a minimum. Results were compared with the previous researches and questionnaires were given to students who were also from other provinces than Punjab. So, mostly respondents think that tea is easily affordable and accessible. Consumption of tea increases as population increases day by day. Introduction Tea is a beverage that with a huge diverse aroma and taste, commonly prepared by pouring hot and boiling water over curd leaves of tea plant. Different regions throughout the country have their own different flavors and varieties, giving Pakistani tea culture a diverse blend like doodh chai patti in Punjab and masalah chai in Karachi. In present day tea is consumed in morning, at lunch time in office hours and evening time at home with snacks like biscuits and cakes. Tea is going to become a social symbol day by day. It is served at both professional and social gatherings. Tea is a part of a culture in a sense that it is offered to guests as a minimum. Tea is symbolically a drink that has been used by upper, middle and lower classes and commonly available everywhere easily in Pakistan. Tea is a symbolic representation in Pakistan. There are several different occasions...

Words: 2064 - Pages: 9

Premium Essay

Business Research Report

...Second Cup Ltd. And DAVIDs Tea Inc. Throughout the course, there has been so much discussion regarding coffee that I thought I would delve into the coffee and tea world a little deeper. Davids Tea first opened in 2008, in Toronto by David Segal and Herschel Segal. David was a tea loving entrepreneur and his cousin Herschel a Canadian Retail Pioneer and founder of Le Chateau. The two are passionate about tea and opened a tea company because they felt that tea brings people together. It is healthy and delicious and is the second most popular drink second only to water. Davids tea carries over 150 types of teas, including exclusive blends, limited edition seasonal collections, and exotic teas from around the globe. David’s teas have unique names such as the sweet blends named Read My Lips or Red Velvet Cake that tastes like red velvet cake. They carry premium green teas such as Sencha Ashikubo or Dragonwell. They also sell tea accessories to assist you in making the best cup of tea possible (The Davids Tea Experience, 2015). The company now has 136 tea shop locations across Canada and 25 in the United States, offering the public 5.1 million shares in June of 2015 for $19 U.S. per share (Davids Tea debuts, 2015). Second Cup started in a shopping mall that sold six blends of specialty coffee beans in 1970. During the 80s the company rapidly grew and by 1989 there were 180 cafes, focusing on brewed coffee, whole bean coffee and coffee merchandise. . In the 90’s Second Cup opened...

Words: 1946 - Pages: 8

Premium Essay

Vx-577 Opeartions

...Smoothie Recipes for Weight Loss - 30 Delicious Detox, Cleanse and Green Smoothie Diet Book Troy Adashun Copyright © 2013 Troy Adashun 2 Wait! Before you continue… are you on a diet or want to lose a few pounds? If your answered YES you are not alone. Almost everyone wants to lose 10, 20 or 50 pounds. Unfortunately most of us have no idea how to do it. Yes dieting can work, but starving yourself just leads to frustration and failure. If you've been searching for weight loss tips that really work - you've found the right place. Right now you can get full FREE access to 5 WEIGHT LOSS REPORTS packed full of weight loss secrets, myths and hacks so you can easily and quickly create the body of your dreams. Click here for instant access. www.FormulatedFitness.com Download 5 of the Best Weight Loss Reports to Help You Burn Fat and Get in Shape Fast 100% FREE 13 weight loss myths that will blow your mind. 45 smart, super-effective ways to burn of calories. How to lose 14 pounds in 14 days and keep it off for good! 13 secrets, tricks and cheats that trigger fast fat loss almost instantly. The ultimate guide to losing fat fast without losing your mind. Click Here for Instant Access 3 Disclaimer/Legal Notices All rights reserved. Without limiting the rights under the copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording...

Words: 4965 - Pages: 20

Premium Essay

Starbucks Case Study

...INTRODUCTION • The history of Starbucks “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” This is the mission of Starbucks that leads to become one of the top coffeehouse chain shop in the world. Starbucks Corporation is an American coffee company. It was founded in Seattle, Washington in 1971. As of November 2016, it operates 23,768 locations worldwide, including United States, China, Canada Japan and South Korea .There is three founder of Starbucks which is Jerry Baldwin, Zev Siegl and Gordon Bowker. The first Starbucks opened in Seattle, Washington, on March 31, 1971.Three partners who met while they were students at the University of San Francisco. English teacher Jerry Baldwin, history teacher...

Words: 799 - Pages: 4

Premium Essay

3-Week Diet System Analysis

...diet system is a definative, scientific and proven diet regime made favorite by hundreds of happy weight loss followers. From the date of this review March 2018, the diet plan is one of a kind with the results proving if followed correct and meticulously it allows one to drop a staggering amount of weight in just 21 days. As myself, one of the overweight people looking for answers, know that shedding weight can be a very difficult task and a head scratching venture to say the least. A downward dejectorary is enevitable if not adhering to the instructions laid down by the experts as I know all to well. Its all said and done though that but, for most of us, giving 110% for all those people who want to lose some weight, the visible...

Words: 1040 - Pages: 5

Premium Essay

Consumer's Preferences of Milktea in Davao City

...reliever, tea forever. Tea addiction that’s what some people called it, finally it’s here and its now viral all over Metro Davao. If you haven’t tried dringking milk tea, you better try drinking it, its worthy to spend a little penny for it. Milk tea it’s not just a simple tea. It’s a gift to us people during our bad days or the not-so-bad-days (stressful days). The “ancestor” of bubble tea originated in the early 80’s from a tea shop called Chun Shui Tang (春水堂) in Taichung, Taiwan. Unlike the fully loaded pearl milk tea, the oldest form of bubble tea was made by mixing cold black tea with fructose syrup using a shaker. According to Liu Han-Chieh (劉漢介), the founder of the tea shop, his wife named it bubble tea after seeing the layer of foam that ended up on top of the tea. After successfully marking a turning point for Taiwanese tea culture, Liu introduced the pearl milk tea in 1987. In the beginning, other ingredients were added to the milk tea such as fruits and sugar coated yam. (http://recultured.com/fooddrinks/09/the-history-of-pearl-milk-tea). Milk tea is a very sweet tea that is often used in boba. Milk tea/ Boba is a drink consisting of tea and balls of tapioca/pearl and honey. Milk tea is really good for the health because of its natural vitamins that we can get by drinking it, that is because of the added ingredients, this milk tea is much higher in calories than standard tea. Milk tea is a beverage obtained by mixing green or black tea with milk. Milk tea offers...

Words: 4052 - Pages: 17

Premium Essay

Cafe Business Plan

...www.FASTBusinessPlans.com BUSINESS PLAN (CAFÉ BUSINESS PLAN) THE RUSSET CUP 13351 MISSION STREET (OVERLAND PARK, KS) (DATE) Use and Reprint Rights for Your FAST Business Plan Template This template has been written to include instructions for creating your final business plan. You are free to edit and use the material within your organization. However, please do not distribute this template online or elsewhere publically without explicit permission from us. www.FASTBusinessPlans.com Café Business Plan Template TABLE OF CONTENTS 1.0 Executive Summary ................................................................................................................ 4 1.1 1.2 1.3 1.4 Business Objectives .....................................................................................................................................4 Mission Statement ........................................................................................................................................4 Guiding Principles ........................................................................................................................................4 Keys to Success ............................................................................................................................................5 2.0 2.1 2.2 2.3 2.4 Company Description ........................................................................................................ 5 Ownership ...

Words: 6723 - Pages: 27

Free Essay

Safasf

...of cards a litter of Look at this list containing units of measure used to describe specific quantities of non count nouns. Use them in sentences two cups of a carton of a litter of young animals one piece of a box of a sheet of a bowl of a handfuf of a bagful of a quart of a mix of a shelf of a bar of a pattern of a stick of Categories of common partitives: 1. precise measure phrases a cupful of flour a bag of cement 2. container-based a shelf of books a carton of milk two trays of eggs 3. portion-based a serving of fruit salad a slice of bread 50 grams of cinnamon powder 4. individual members of a category a piece of luggage a brand of textile a mile long race Collectives are nouns taken together and spoken of as one whole. In the phrase ‘a pride of lions’, pride is a collective noun. Quantifiers are determiners indicative of quantity (e.g. all, both). Task 1: Use the words on the list to complete the sentences. Use the plural form if necessary. Some sentences have more than one possible answer: bar glass sheet bottle loaf spoonful bowl piece tube cup quart ream gallon TASK 2: Fill in the blanks with appropriate partitives...

Words: 1531 - Pages: 7

Premium Essay

Growing World of Camellia Sinensis

...Camellia Sinensis Tea originated 5,000 years ago and now has more than 3,000 different variations. Ever since it was originated, it has made a historical and a cultural significance in the world. All classes of tea derived from the same plant, Camellia Sinensis. Isn’t it surprising that teas with different flavor and aroma are made from the same leaf? As time passed, tea began to be drunk as something that satisfies thirst and as a table luxury. Tea also has many medical applications as Bencao Shiyi, a Chinese classical pharmaceutical book, has states, “Drinking tea for a long time will make one live long to stay in good shape without becoming too fat and too heavy.” It is said that tea was first discovered by the second emperor of China, Shen Nung. Legend has it that while boiling some drinking water, tea leaves blew into his pot. He found the flavor pleasant. He then experimented with the leaves and discovered that it has some medicinal properties. He acknowledged it gave one "vigor of body, contentment of mind, and determination of purpose." He began cultivating the plant for the benefit of his nation. In the early days tea was primarily used as medicine and was very bitter. It took three centuries for the drink to become popular in China. Due to its popularity during the Tang Dynasty it became taxed commodity. Preceding Ming Dynasty, tea was manufactured for strictly for import in China. It was not until the early 1600s that the Dutch introduced tea into Europe. Even...

Words: 2457 - Pages: 10

Premium Essay

Ink Made of Tea Bag

...Ink Made from Tea Bags By: John Emman A. (Title Page not in format.. Pakiformat nalang po since I’m not aware kung anong design gusto mo po.. Thank you.. You may also include acknowledgement to be followed po ang final prod. You can also add table of contents) Introduction “The very ink with which all history is written is merely fluid prejudice” Ink is such a tiny word, three letters, but it has played such a huge part on the stage of world history. The original use for ink was to draw and paint on the walls of caves a lasting legacy of prehistoric man. However, its greatest impact was to spread knowledge, in the form of the printed word, long before Johann Gutenberg invented the printing press in Germany in the mid fifteenth Century. Ink has been a dye since the dawn of man; early examples were a mixture of soot from wood smoke and oil, thickened with gelatin from animal skins and musk. There is no definitive history of ink, ironic really, when it ink was the medium used to preserve the archives, and historic records that tell us much of our past. Ink is everywhere, though we often do not notice it, it has been used to print the labels of the food in the supermarket; it drips, leaks, splodges, and spurts from the faulty ballpoint pen in your pocket. Yet it has a direct impact on our everyday life, it is not possible to function without touching ink at least a couple of hundred times a day. Fraudulent acts have been come to light because of ink analysis. Ink is a medium that...

Words: 2966 - Pages: 12

Premium Essay

Data

...LINK THROUGH AQUANTUM QUALITY APPROACH: THE "INDCOSERVE" STUDY * Vidya P. Mulky The Indian tea industry is the largest producer of tea in the world and, till recently, also the largest exporter. The political andsocial conditions in the worldhave, however, changed while the Indian tea industry has made no change inits product orits marketing strategy. This article on the Nilgiris smallgardens cooperative ''lndcoserve" deals with the need for a coordinated approach, involving organizational development, product, quality andmarketing strategy. The Indian plantation industry is today facing challenges on various fronts, in particular with regard to the institutional development ofthe industry and the quality and marketing ofits products. These issues have become urgent in the face ofthe WTO and its impact on the Indian economy. Thus from April 1, 2001, quantitative restrictions on all imports have been abolished. This paper deals only with the tea industry, in general and 'Indcoserve' - Asia's largest tea cooperative - in particular. Issues will be studied in a theoretical and conceptual framework, but with a case study approach. Background of the Indian Tea Industry From the 1960s through the 1980s, tea was considered a prize commodity in India. An increase in urbanisation gave a thrust to the domestic consumption oftea and simultaneously Indian tea exports, especially to the * Dr. Vidya P Mulky is a faculty member, Marketing & Economics, Indian...

Words: 4459 - Pages: 18

Free Essay

Tea as a Luxury

...according to a nineteenth-century history of tea, tea was such a fundamental part of everyday life that English tea drinkers often failed to notice its significance within their daily lives. G. G. Sigmond, in the opening pages of Tea: Its Effects, Medicinal and Moral, declares, “Man is so surrounded by objects calculated to arrest his attention, and to excite either his admi- ration or his curiosity, that he often overlooks the humble friend that ministers to his habitual comfort; and the familiarity he holds with it almost renders him incapable of appreciating its value.”1 By the early nineteenth century, tea had become a com- modity of necessity, forming a crucial part of daily patterns of consumption and domesticity. The habitual comfort of tea, ac- cording to Sigmond’s tea treatise, does not draw attention; it is quiet and familiar and thus goes unnoticed. Tea is represented as dependable, a frequent part of everyday life that forms a com- fortable, secure basis for the rest of life’s responses, decisions, and actions. As Sigmond declares, the English tea drinker is “in- capable of appreciating [tea’s] value” (1). What the typical tea drinker fails to recognize, Sigmond suggests, is the crucial role that tea plays in forming the foundation of everyday life. Despite Sigmond’s attempts to rectify the humble status of tea in nineteenth-century English culture, tea has remained a 1 2 introduction relatively unrecognized aspect of Victorian life. Just as Sigmond implies that...

Words: 8564 - Pages: 35

Premium Essay

A Crack in the Mug: Can Starbucks Mend It

...in the Japanese RTD coffee market Reference Code: CSCM0242 Publication Date: March 2009 DATAMONITOR VIEW CATALYST Starbucks has established itself not only as a coffee shop chain, but also as a provider of ready-to-drink coffee drinks. Its partnership with Suntory in Japan has seen the success of the chilled cup coffee drink Discoveries, and the experience could provide insights on how the company can succeed in expanding into the growing global RTD coffee market. SUMMARY • Starbucks has been offering the “Starbucks experience” beyond coffee based drinks. Its brand image has helped the launch of its first bottled ready to drink coffee drink, Frappuccinos, in the US through the partnership with PepsiCo. During the economic downturn, offering Starbucks-branded drinks and products via multiple retail channels could help the company capture more consumption occasions and increase its revenue. • Starbucks teamed up with Suntory to launch the Discoveries series in the cut-throat RTD coffee market in Japan. First launched in 2005 and positioned as a premium chilled cup coffee drink, the series is ranked second in the sector, holding an 18% market share after three years. • Right positioning and product design that effectively reflect the positioning are key factors contributing to the achievement of the Discoveries series. Suntory’s know-how of the market, plus its marketing and distribution power, also played a crucial part. In addition, understanding consumer preferences and...

Words: 5652 - Pages: 23

Premium Essay

Marketing

...States | Number of locations | 21,160 shops[1] (Nov. 27, 2014) | Area served | Worldwide | Key people | * Howard Schultz (Chairman, President and CEO) * Troy Alstead (COO) | Products | Coffee  • Tea  • Pastries • Frappuccino beverages  • Smoothies | Revenue | US$14.89 billion[2] (FY 2013) | Operating income | US$325.4 million[2] (FY 2013) | Net income | US$8.8 million[2] (FY 2013) | Total assets | US$11.5167 billion[3] (2013) | Total equity | US$4.48 billion[2] (FY 2013) | Number of employees | 182,000[4] (2014) | Subsidiaries | * Starbucks Coffee Company * Ethos water * Evolution Fresh * Hear Music * La Boulange Bakery * Seattle's Best Coffee * Tazo * Teavana * Torrefazione Italia | Website | starbucks.com | Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 21,160 stores in 63 countries and territories, including 12,067 in the United States, 1,570 in China, 1,451 in Canada, 1,070 in Japan and 793 in the United Kingdom. Starbucks locations serve hot and cold beverages, whole-bean coffee, microground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell pre-packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks Evenings locations also offer a variety of beers, wines, and appetizers...

Words: 3685 - Pages: 15

Premium Essay

Sunflower Petal as Tea

...ACCEPTABILITY OF SUNFLOWER PETAL TEA AMONG SELECTED FACULTY AND STAFF IN CENTRAL LUZON STATE UNIVERSITY MICAH ANGELICA P. AGONOY JENNYLYNNE L. LUBRIN An undergraduate research submitted to the Faculty of the Department of Hospitality Management, College of Home Science and Industry, Central Luzon State University, Science City of Muñoz, Nueva Ecija, Philippines. In partial fulfillment of the requirements for the degree of the requirements for the subject Methods of Research (HRM335) BACHELOR OF SCIENCE IN HOTEL AND RESTAURANT MANAGEMENT March 2012 BIOGRAPHICAL SKETCH The author was born the zodiac sign of Virgo on September 17, 1992 in Tondod, San Jose City, Nueva Ecija to Mr. Wilfredo S. Agonoy and Mrs. Norma P. Agonoy. She is the 2nd among the 3 sibling. She finished her primary education in 2005 at Cherubim Learning Center and her secondary education at Bettbien High School 2009. Her mother advice her to engage in nursing but she didn’t put attention because of fears in life. Her passion in cooking led her taking up Bachelor of Science Hotel and Restaurant Management at Central Luzon State University, Science City of Munoz, Nueva Ecija. Her dream is to study in Treston College for a culinary arts and looking forward in becoming a chef in the next few years. MICAH ANGELICA P. AGONOY iii iii BIOGRAPHICAL SKETCH The author was born the zodiac sign of Scorpio on October 27, 1991 in Cabanatuan City, Nueva Ecija to Mr. Felimon D. Lubrin and Mrs...

Words: 6365 - Pages: 26