Emerging Themes in the Tea Industry

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  • Topic: Tea, Black tea, Oolong
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CHARTERED POSTGRADUATE DIPLOMA IN MARKETING Emerging Themes LEVEL 7 Unit 1

Emerging Themes in the Tea Sector
Membership Number : 2916169

Student Declaration
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Total 3798 words, excluding bold headings, sources, references and appendices

Emerging Themes | December 2010 | Membership Number: 2916169

Table of Contents
Executive Summary ......................................................................................................................................................... 2 Summary of Sources ........................................................................................................................................................ 3 Emerging Trend of Tea Consumed as a Health Beverage and Changing Consumer

Discussion Paper............................................................................................................................................................... 5 The impact this trend will have on industry competitors ........................................................... 6

Letter to the conference organizer ......................................................................................................................... 11 Appendix: Background of the Global Tea Industry................................................................................................................ 14

Recommendation of a suitable strategic response ...................................................................... 8 Skills attitudes and behavior needed to accomplish the proposed strategy.............................. 9

Perceptions ...................................................................................................................................... 5

References…………………………………………………………………………………………………………………………...13

Page 1

Emerging Themes | December 2010 | Membership Number: 2916169

The global tea industry is extremely competitive with many countries entering the tea sector. The main tea producing nations are China, India, Kenya, Sri Lanka and Indonesia. Others include Japan, Taiwan, Bangladesh and Vietnam. These countries supply the major portion of the world’s tea requirements making Asia a tea production hub for the rest of the world. Tea has been known for its various health benefits. Recent studies have shown that tea leaves contain polyphenols which act as anti-oxidants for the prevention of various ailments. However these findings have resulted in consumers in certain regions perceiving tea as a remedy for ailments and therefore limiting their consumption habits to switch to other alternatives. This new development is an emerging theme which poses a challenge to organizations in this industry.

Executive Summary

This paper will provide a summary of sources in tabular form which will include primary and secondary information used for the discussion paper and demonstrate the impact, identified factors will have, on the tea industry as a whole. It will also discuss the emerging theme which is, tea consumed as a health beverage that is changing perceptions of consumers towards consumption of tea, and how this will impact on the nature and structure of the existing competitors in the industry. The paper will further discuss a strategic response formulated by organizations in the industry to resolve this issue, and the skills, attitudes and behavior necessary for marketing professionals in these...
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