Twg Marketing

4092 Words Jun 28th, 2014 17 Pages
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
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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.

3. Target Country Analysis

4.1 PESTLE Analysis of Target Country
Our target country is China and we will be using the PESTLE analysis to analyse the environment from all angles. PESTLE is made up of Political, Economic, Social, Technological, Legal and Environmental.
Political outlook in china is stable due to a one party system and there is almost no opposition to the ruling party and its constant reform on its political systems. By reforming on the political system, it has greatly improved the nation’s development such
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