Introduction
China has a long period of tea culture started 17600 years ago. Chinese people like to drink tea instead of water because tea does more benefit to humans, creating a more healthier body. There are many different kinds of teas in china, such as Chrysanthemum tea and Pu-erh tea and other more. Each kind of tea has its different effects and taste to different consumers. From our company research we found that Oolong tea is one of the most popular teas around the globe. Oolong tea does the most effects and tastes which brings more people into accepting it. Oolong tea is also a very common and well-known drink in china. Therefore, Oolong tea has the best effects and economic benefits compared with the other teas. The project focuses on the best ways to establish the tea culture and how to advocate for more people to take tea rather than other alternatives.
Company description
Our company’s name is wuyutai, was founded in 1887 and it was first created in Beijing, China. This is because tea-leaf growth has strict requirement; the factories and materials must be in China. Wuyutai has many stores in china, and we want to the world and open the first worldwide Wuyutai stores in Vancouver, Canada. Oolong tea will be our main product and we will also be selling other tea accessories, like tea cups and tea pots. The goal of our company is to let people understand more about tea’s culture, benefit and to create the value of health for people (Wong, 2013).
Environmental analysis
- The fact that western people are seeking for more alternative for the health has contributed to the consumption of tea in high rates and creation of an friendly environment for tea consumption.
- According to recent research it is evident that tea is better than coffee in the sense that it has less side effect as compared to coffee.
- 25 percent citizens of Canada come from Asia especially in Vancouver.
- People’s desire of tea and brand are really high, our brand can provide them trusts and best products.
- Canadian like everything about different culture, our responsibility is to bring Chinese tea culture in (Robin, 2012).
Objectives and issues
In the North America, people do not have enough tea knowledge and planning is not easy. Unlike the Chinese, western people do not drink teas as a lifestyle. They are used to drinking English black tea, fruit tea, and scented tea by adding sugars and milk, which will take away the scent and the tastes of the tea. Unlike the Chinese tea, English teas take the original benefits of tea away through the added spices such as the scented tea. On the other hand, Eastern and Western people’s lifestyle are different, tea propaganda is insufficient, lack of tea brands, and the inferior quality of tea has no accord with national food standards to export to other countries (Liu, 2011). Tea is not a stable food to them neither is it of much importance as compared to the rest of the available foods in the country. Therefore, we are going to let people understand more about the concept of tea with a complete different image, and open a new market into the North America population. This would be facilitated by let people acquire the knowledge on the importance of taking tea and the different easy ways of growing tea leaves (Chen, 2012).
Marketing strategies
- 25 plus years old western people: The tea manufacturer would focus their market strategies to person of 25 years and above in the western countries. It target to increase awareness to the people with high purchasing power and requires tea for nutritional purposes.
- Through a well planed and strategic management the company would achieve the set objective from processing to product packaging we do promise the quality; everything must be up to the standards of the international standard safe and healthy.
- The marketing teams of the company would Promote the culture of the tea and how it benefit the people through sensitization program that allow all people to learn more of the benefit and proper way of utilizing the tea culture (Dong, 2012).
- The marketing strategies aims at popularizing the art of Chinese tea culture through clearly define measure or steps.
- The other major objective of the marketing team is to propagate the benefits of the Oolong tea
Implementation
- Open a tea house, sell tea, professional employees services and introduce.
- Promotion- employees acting the show of tea art.
- Exhibitions of products’ histories and cultures. Tea arts exhibition.
- Highlight the oolong tea, show a portfolio from picking to processing and packing. Share photo stream and videos. Let every customer have understanding of oolong tea.
- Decorate the tea house as Chinese style such as tables, chairs, and people can enjoy the elegant surroundings. They will have and chat peacefully.
- Tea festival- applies to the government for tea festival every year. Also we can join the Chinese Cultural festival and Taiwan cultural festival. Selling Oolong tea in night market every year.
- Advertises station- joins hand with the advertising channels to let the viewer and potential tea consumer watch the adverts and on the personal selling perspective the people would have free sample of the tea so as to evaluate the quality and taste of the tea.
- Creation of numerous advertisements would increase the chance of awareness of the benefit and importance of taking tea thus increasing the popularity of Oolong tea.
Summary and recommendation
Wuyutai is planning to open this tea business in stipulated period of three years, by using our environment and create more chances to bring the traditions of tea and brands into Vancouver. Our goal is to guarantee the quality of our products, gain trusts from the customers, and to spread the knowledge of Chinese tea cultures. We will try our best to let people understand the greatness in tea and to prefer tea.
Reference
Wong, C 2013, Oolong Tea. In alternative medicine
Retrieve from http://altmedicine.about.com/od/compleazindex/a/oolong_tea.html
Wang, A 2013, Health Benefits of Oolong Tea, in organic facts
Retrieve from http://www.organicfacts.net/health-benefits/beverages/health-benefits-of-oolong-tea.html
