International Business Landscape : T2

The history of tea is long and complex, spreading across multiple cultures over a thousand years. Tea was usually served with light sandwiches and broths usually in the afternoon. Tea was first discovered by a Chinese Emperor Shen Nong in 2737 BC. By the mid-18th century tea tax was rising, and that 's why tea was being smuggled. If you were caught

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).

Introduction- “Vital Fluids” 1. The author’s main thesis in setting up his book is that six beverages have had a great influence on the history of the world, and understanding their origins can help to explain many of the world’s fields and phenomenons. 2. These fluids are vital because they are the core

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

Carp stated that around the early 1580’s, Europeans adopted tea for the first time.Coffee and chocolate were also introduced to Europe around this time. These beverages did not make an impact right away because the taste was very bitter. The beverages started to “boom” once sugar was added. The plant, camelia sinensis, produces all pure tea. All the tea that Americans and Europeans consumed came from Chinese soil until the nineteenth. Ever since, India, has the most well-known varieties of tea.

Santa Fe is a historic city in the American southwest, with local traditions dating back to Spanish settlers and native tribes. The city is a hub for artists, tourists, and adventurers making it a perfect desert destination. Since 2012 the Teahouse in Sana Fe focused on the multicultural tradition of enjoying pots of tea with delicious food. Located on the route of the Canyon Road art walk they showcase the creativity of

Introduction: Founded in Taiwan in 2003, Chatime is ‘one of the fastest growing’ ‘bubble tea’ franchises. Since its launch into the Australian Market in 2009, Chatime has established over 45 stores. In Australia, Chatime’s marketing and location strategies; primarily focuses on Chinese Australians and positions its franchises in locations with ‘high concentrations of Asian residents’ Today Chatimes master franchisor Charley Zhao is concerned with expanding Chatimes franshises ‘beyond the traditional Asian suburbs’ and into the mainstream Australian market.

to establish Teavana as the most recognized and respected brand in the tea industry by

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

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 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.

A. Attention getter: In the East tea has always been looked at as playing a major role in having good health, happiness, and wisdom, and it has now begun to gain more attention from researchers here in the West.

Exploration of Chinese tea 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

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)

which the organisation is importing and selling Tea. In this assignment I am going to