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Twg Marketing

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Submitted By honkytonk
Words 4103
Pages 17
Table of Contents

1. Executive Summary……………………………………………………… 2

2. Company Overview………………………………………………………. 2

3. Target Country Analysis………………………………………………… 3
3.1 PESTLE Analysis of Target Country……………………………… 3
3.2 Potential Market Analysis…………………………………………... 4

4. SWOT Analysis……………………………………………………………. 6

5. Marketing Objectives / Targets………………………………………… 9

6. Marketing Strategy……………………………………………………….. 9
6.1 Market Segmentation………………………………………………... 9
6.2 Target Market………………………................................................ 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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