Strategy of the Mighty Leaf Tea Company

how to process and grow tea or it would be useless to get the thousands of

- First in its market to brew its tea from tea leaves as opposed to artificial powders.

The company was recently presented an opportunity by its largest retail customer to significantly increase its share in their private label manufacturing. The prospect of growth was risky, since it

e escalation of tea importation and sales over the period 1690 to 1750 is mirrored closely by the increase in importation and sales of cane sugar: the British were not drinking just tea but sweet tea.[28] Thus, two of Britain's trading triangles converged: the sugar sourced from Britain's trading triangle encompassing Britain, Africa and the West Indies and the tea from the triangle encompassing Britain, India and China.[28]

According to Natureview’s employees, “Natureview’s all-natural ingredients would deliver the most ideal positioning from which to launch their own children’s multi-pack product, which would offer into their core sales channel” (p.8). According to exhibit 5, Natureview accounts for 24% of the yogurt sales in natural foods channels. Natureview is the leading product in sales for natural foods channels and if they were to expand to supermarkets, then the product would account for less than 5% of the sales initially. If Natureview were to expand to supermarket channels, then they would have to mark down their prices of yogurt to 15% lower than what they sell at the natural foods channels. There is a potential risk of long-term partners of Natureview and current customers may have a bad reaction to the Natureview expanding in supermarkets and marking down their yogurt prices. There would be the possibility of Natureview’s current natural foods channels dropping the brand and replacing it with competitor’s line due to the brand expanding to supermarkets and selling at lower prices. There is also a possibility that Natureview wouldn’t survive in the supermarket channel against competitors. Some of Natureview’s employees feel that Natureview’s brokers do not possess the resources or skills to adequately sell their products in

People in China were the first drinkers of tea, they believe tea has a hugely beneficial for health. In the begining, tea was a scarce and rare product, and was only consumed by royalty and it wasn’t until the discovery of more kinds of tea plants during the Tang Dynasty (616 – 907) that tea became available for people of lower classes. Tang Dynasty was the heyday of the Chinese Empire, and traders journeyed to China from the Middle East to obtain silk, porcelain and tea. During the Tang dynasty, a Buddhist monk, Lu Yu (733-804) described types of tea, its uses, the preparation and benefits of drinking it. The most important was, he connected the tea drinking with a spiritual aesthetic that reflected Buddhist, Taoist, and Confucian religious

Ms. Buchanan’s examination of branding’s role as a factor in Sweet Leaf Tea’s (SLT) success was excellent (Buchanan, 2016). However, Ms. Buchanan’s discussion of the case facts demonstrated some inconsistencies and vagueness, which confused the reader about the logical findings and conclusions of the work. Her biblical integration analysis was also weak - as it lacked necessary substantiative content in its depth and logical connection to the case study (Buchanan, 2016). Ms. Buchanan assertions about branding as a company strength was accurately and logically framed. Further research by Martin (2015) and Jamail (2015) supported Ms. Buchanan’s claim that face-to-face

Before viewing the videos, I thought of how Whole Foods Market (WFM) is a model company for corporate social responsibility. I am therefore not surprised that the company was the first to endorse Honest Tea. Seth Goldman, CEO of Honest Tea, echoes some of the very same sentiments that John Mackey, founder of WFM does with regards to the purpose and mission of his company. Per Goldman CRS is the focal point of how Honest Tea is managed and the motivation behind the business is not to see, “how many bottles can we sell to make money but how many bottles can we sell to expand this model of business to make its impact more powerful, creating more than just a business” (Honest Tea Marketing video).

Having seen the packaging, the consumer picks up the drink out of curiosity, while other iced tea drinks have flashy fonts or colors for packaging, 'Arizona ' Green Tea maintains its oriental look, providing a contrast that attracts the eye of the consumer and sells itself. The tea comes in a bottle with a light green opaque film around it. The film is illustrated and the top to the bottle is secured with a paper seal colored with an intricate and geometric design. The two other main ingredients follow the Green Tea wording on the label. The wording Green Tea itself is written in both English and Chinese.

Tea was founded by the Emperor of China, 5000 years ago. While on a trip, slaves of the Emperor were boiling water for drinking and tea leaves fell into the water. The Emperor drank the tea and found it refreshing. Lu Yu, a Chinese scholar of Buddhist Monks, codified the various methods of tea cultivation and preparation in Ancient China. This helped him to introduce tea to the Imperial Japan. Japan was first introduced to tea by the Buddhist priest Yeisei. Encouraging the use of tea in religious meditation. Yeisei became known as “the Father of Tea”. Over the years, tea has been introduced to many countries such as Europe, America, England, Russia, Britain, and Asia.

In this report, we analyze the data presented in the “Green Ox” case, with a view to determining a marketing strategy for Palmer Jackson, Inc. The time is fall of 2003; the data presented is with reference to this, if not explicitly stated otherwise. All market research data has been provided by Marketing Studies, Inc. Other mentioned data has been taken from the case. Data from any other sources is explicitly identified.

The author talks about the historic importance of tea in China. It had started out as a medicinal good, but then as a trade team on the Silk Road along with Buddhism. During the Tang dynasty tea became a national drink. tea was easy to prepare and was known to kill bacteria. Even though its popularity went down during Mongol rule, tea had already spread to Japan. There tea evolved as a sign of status and culture. Tea was introduced to Europe before coffee, but it was expensive so it was seen as a luxury and was used mainly as a medicinal drink. By the 18th century, Britain was won over by tea because of the role it played by the British East India Trading company. Marriages, tea shops, tea parties, afternoon tea, and tea gardens all became

This system was heavily denounced, in particular by westerners and often referred to “ as “the squeeze.” The produce would be passed from one entity to another, and with every transaction each middleman bore the cost, ultimately diminishing profits. This was because at each stage of the supply chain, the tea was managed by those who did not have enough business acumen to run a “proper” and efficient tea business. The local system apparently left a business “ in hands of small Chinese dealers, who are painfully lacking in the essentials of modern business,” which according to the People’s Tribune include the acquisition of adequate capital; the ability to value tea at the correct price; a wide enough network of business men, tea sellers,

Before T2 can be analysed in terms of the retailing strategy used, it must first be defined as a retail outlet. It is a speciality, store-based, franchise organisation (Reynolds et al., 2007) that was founded over 18 years ago by an interior designer named Maryanne Shearer (Shearer, The Making of T2, 2015). Beginning as a retail store in Fitzroy, Australia, it was seen as an opportunity to re-invent tea for the new generations to come; to make tea fashionable. T2 has expanded its reach to over 65 stores worldwide, including New Zealand. All of the T2 retail stores provide a sensory experience for the customers, allowing them to explore the immersive world of tea drinking (Shearer, Philosophy, 2015). T2’s move over to New Zealand occurred in 2013, with the opening of the Queen Street store. This store will be analysed in terms of retail mix and strategies.

The Company was incorporated in the State of West Bengal, India on 14th June 1977 as a public limited company under the provisions of the Companies Act 1956 (Act). Its main objects per Memorandum & Articles of Association are, amongst other things, to grow, cultivate, manufacture, treat, blend, process, buy, sell and deal in tea in various forms, to carry on the business as planters in all its branches, to manufacture, buy, sell and deal in machinery for processing tea and in connection therewith or acquire by amalgamation, purchase, take-over or otherwise the whole or part of the assets, liabilities and undertaking in India or elsewhere of any other company, body corporate, firm, association of person.