International Business Landscape:
T2 (Tea Too) is a tea heaven, a tea-lovers’ heaven. It is a premium brand established in 1996 in Australia over 18 years ago and cherished internationally by all tea devotees. It has 60 stores throughout in Australia, New Zealand, the United Kingdom, and America. However, the first retail outlet is located in Brunswick Street, Fitzroy. Maryanne Shearer is the creative director of T2 - Australia’s leading tea retailer, with largest range of tea and tea wares in Australia. It offers the country’s largest range of premium, fragrant tea and tea wares from all around the globe. Tea devotees can spend hours at their taster table, trying all the different types of hot and cold teas they have come up with. It’s
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Shearer turned T2’s loose-leaf, basic tea products into premium products. According to Shearer, T2 has a depth of knowledge of tea and has pioneered sustainability in the industry (T2 Website).
Shearer’s tea-focused retail chain, T2 has been purchased by tea giant Unilever in 2013 which owns Lipton brand. T2 is a great Australian success story and a story that now intends to continue with Unilever. On this acquisition, Shearer commented, “We are delighted that we have found a home for T2 that has such a depth of knowledge of tea and has pioneered sustainability in the industry. Both I and the T2 team are looking forward to working alongside new colleagues in Unilever’s tea business to realise the full potential of the business we have spent the last 17 years building.” (Unilever Website)
Role of Organizational Behaviour at the Company
Organizational behaviour is field of study that investigates the impact that individuals, group, and structure have on behaviour within the organization. It is the study and application of knowledge about how people act within organizations. It covers three determinants of behaviours in organizations: individuals, groups, and structure.
At T2, the staff and employees focused on making sure that each and every T2 customer is satisfied and enjoy having tea and should have memorable experience. At T2, entire team is dedicated to get knowledge about tea, which far exceeds the requirements of
As the name suggests Honest tea is a brand that produces 100% organic iced teas, aimed at the health conscious. In this assignment I will attempt to, identify the target market, conduct a situational analysis as well as set SMART communication objectives for the brand.
Saberi, H. (2010). Tea Comes to the West. In Tea:A Global History. [Adobe Digital Editions Version]. Retrieved from http://site.ebrary.com/
The Tea that reach America from china inspired new addictions, new trade connections and new forms of luxury, new social critiques and simmering provincial inferiority. Many caffeinated drinks had come before the tea however this was a new drink to the English-speaking world. Nevertheless, this drink did not come without its own problems (50).
The origins of tea are rooted in China (Food Timeline). According to legend, the beneficial properties of tea were first discovered by the Emperor Shen Nung in the year 2737 B.C. He drank only boiled water for hygienic purposes, and one day while he drank a breeze rustled the branches of a tree and a few leaves fell into his cup. Creating the first cup of tea. It is challenging to know whether or not the emperor was real or just a part of the spiritual and cultural development of ancient China. China was not unified as an empire until the third century, so it is unlikely emperors existed back then. One thing that is known is that tea was popular in China thousands of years ago. The first written reference of tea is in the third century B.C. A famous surgeon recommended the beverage to patients to increase concentration and alertness. Tea was first written as “tu” in ancient texts. This caused a good deal of confusion because the same Chinese character was used for both tea and Chinese sow thistles. Between 206 B.C. and A.D. 220 a Han Dynasty emperor ruled that when referring to tea, the characters should be pronounced as “cha”. From here on, tracing tea’s history became easier because tea acquired its own individual character (Food Timeline).
Tea, as a popular commodity good in late-Ming China, experienced the farming in tea plantations, picking through tea farmer’s hands, stir-frying in tea manufacturers’ houses, and then was bought and delivered by licensed merchants through the trade routes to tea markets. After it was sold, tea finally arrived at its destination, the places where tea would be consumed. Two types of space were mostly used by tea drinkers to enjoy their pleasure of tasting tea: tea houses (茶馆) and tea huts (茶寮). The tea house, which was originated in the Southern Song Dynasty and served for tea-drinkers from various backgrounds, continued developing in the 16th and 17th centuries, especially in urban areas; however, tea connoisseurs became more and more interested
The Teahouse expertly pairs over 180 teas from around the world with food that is out of this world and makes all their meals to order with fresh ingredients. They are open daily for breakfast, lunch, dinner and is a popular destination for
Due to differences in culture and perception between non-Chinese and Chinese Australia; Chatimes exotic flavors of its tea; may limit its appeal to non-Chinese Australians as these flavors may be considered too foreign and therefore unappealing. Chatimes primary marketing towards Chinese Australian’s may also limit ‘bubble tea’s appeal’, as non-Chinese Australians may be unable to identify with the product and therefore reluctant to try it.
For supermarket and restaurant chains, the sale typically is made to the purchasing department/buying division of the retailer. These sales often involve a significant amount of field testing by the direct sales force, giving Tasteless a competitive advantage. Tasteless heavily advertises its products in trade magazines and attracts individual sales through advertising in media such as health care magazines. Individual clients include CEOs of Fortune 1000 companies, as well as individuals from coast-tocoast. Management’s objective is to establish Tasteless as the most recognized and respected tea brand in the U.S. market, eventually supplanting Lipton Tea as the market leader in tea brand recognition and tea sales in both the higher-end and lower-end tea markets. While Tasteless currently is experiencing some sharp growing pains, the good news is the growing interest in different types of non-traditional beverages, combined with increasingly health-conscious baby boomers and younger adults. These factors have tripled sales over the past five years ending December 31, 2008. At the same time, new local and regional competitors with a bevy of new products are offering fast delivery from local production centers and in some cases lower prices, challenging Tasteless for retail shelf space. Without this shelf space, especially in supermarkets, Tasteless’ tea products cannot be retailed on a volume basis. Tasteless has
According to Laurie J. Mullins (2013. pp.4-5), “Organizational Behavior is concerned with the study of the behavior of people within an organizational setting, generally along the lines of understanding of individual and group behavior, and patterns of structure in order to help improve organizational performance and effectiveness.”
to establish Teavana as the most recognized and respected brand in the tea industry by
Organizational behavior (OB) is the study of the way people interact within groups. Normally this study is applied in an attempt to create more efficient business organizations.(Investopedia.com 2010) Another definition for OB is an action and attitudes of individuals and groups toward one another and toward the organization as a whole, and its effect on the organization 's functioning and performance.(WebFinance 2016b)
Knowing Chinese tea culture thoroughly is a wise way for people to explore the Chinese society and culture. As a traditional drink, it has been planted and consumed for over five thousands years. The climate of China is perfect for growing tea, which leads to large quantities and good quality of tea. According to the line diagram, “Dynamics of manufacture of tea in China, thousand tons” there were about 1,200 thousands tons of tea manufactured in 2008, which made China the biggest tea manufacture country in the world. As we can see, tea has a special position in Chinese society. Due to its popularity, Chinese tea gradually raises international interest, and leads China to be a more influential country in the
Relevance: This is relevant to everyone because tea has a lot of positive health outcomes, that are beneficial to all of us.
They provide a wide range of exquisite tea and all day dining TWG Tea experience to their consumers. The luxury tea and European concept are catered to all professionals around the world. TWG Tea has retail outlets and tea boutiques spanning from Asia-Pacific to the Middle East, mainly in countries such as Singapore, Japan, Hong Kong, Malaysia, Thailand, United Arab Emirates, United Kingdom, and the United States of America. TWG Tea’s sheer passion for tea has earned them an international recognition through their exclusive blends, tea patisseries and other tea infused specialties. They offer more than 800 different single estate fine harvest teas in every season and continue to surprise us with new varieties and creations of tea in collaboration with some of the world’s most renowned estates.
and flavor Macoalong clear tea. In addition, they have their own brand of hybrid teas