Study on Production and Marketing of Tea: A Company

Abstract

Ranking first in the top three beverages in the world, tea is widely loved by the public. As the main output of Taiwan’s agricultural products, tea creates many foreign exchange profits for Taiwan. With the changes of the times, changes in Taiwan’s social patterns have led to the gradual decline of the tea-making industry. With the liberalization of agricultural trade, domestic tea is facing fierce competitions from a large number of imported teas. Those hot sale sceneries no longer exist. In order to enhance the advantages of Taiwan’s tea industry, what we must do is to develop new industries with high added value. This study explores the evolution, development, production and sales of the tea industry. Company A is taken as the sample company, its production, sales and future development is discussed. Methods of Porter-five forces analysis and SWOT analysis are adopted in this study to develop marketing strategies for the sample company in the future. The four marketing strategies suggested are utilizing the advantages of geographical location and integrating the characteristics of local industries; developing a tourism innovation experience model; changing tea packaging creatively; increasing opportunities for tea products promotion and exposure.