Ichitan Co.
Production/Operation Management
Field Trip Report (Tan Land)
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1. Company/Organization overview: briefly discuss the company’s product and/or service offered and target markets.
Ichitan group was established by Mr. Tan Passakornnatee after he sold his first Green Tea brand, the Oishi Green Tea, to Thai Beverage Public Company limited. Ichitan group start off selling Double Drink which are juices. After a while, Mr. Tan has launched Ichitan Green Tea to compete with his old Oishi brand. The product was first launched in three flavors. The first flavor is the original flavor that focuses on the taste of original green tea by using only blooming tea. The second flavor is the honey lamon that combine a mixture between green tea and lemon as well as adding honey as sweetener. The third flavor is Genmai which focus on the smell of Japanese rich that perfectly matches with the taste of green tea.
After the three flavors of Ichitan green tea has become quite successful, they gradually launch more flavors in order to capture more customers. Nowadays, Ichitan has all together of 6 flavors, in which 3 additional flavor were added. One of them is green tea with Chrysanthemum a Chinese herb that perfectly blended together with tea and offers a new experience for customers. The next one is Midori Punch a new cutting edge flavor the combine the taste of various kinds of fruit with green tea.
Ichitan mainly target group of Ichitan green tea are people age between 20-50 years old such as university students, office workers, and businessmen who mostly has income above 10,000 baht per month. This group of people, especially in Bangkok, tends to like to drink green tea; moreover with the trend of health conscious, many people are switching from dinking carbonate drink to drink healthier product in which Ichitan grean tea who positioned itself as healthy organic green tea drink also falls in the category. Ichitan green tea also target people of age lower than 20
Field Trip Report (Tan Land)
[pic]
1. Company/Organization overview: briefly discuss the company’s product and/or service offered and target markets.
Ichitan group was established by Mr. Tan Passakornnatee after he sold his first Green Tea brand, the Oishi Green Tea, to Thai Beverage Public Company limited. Ichitan group start off selling Double Drink which are juices. After a while, Mr. Tan has launched Ichitan Green Tea to compete with his old Oishi brand. The product was first launched in three flavors. The first flavor is the original flavor that focuses on the taste of original green tea by using only blooming tea. The second flavor is the honey lamon that combine a mixture between green tea and lemon as well as adding honey as sweetener. The third flavor is Genmai which focus on the smell of Japanese rich that perfectly matches with the taste of green tea.
After the three flavors of Ichitan green tea has become quite successful, they gradually launch more flavors in order to capture more customers. Nowadays, Ichitan has all together of 6 flavors, in which 3 additional flavor were added. One of them is green tea with Chrysanthemum a Chinese herb that perfectly blended together with tea and offers a new experience for customers. The next one is Midori Punch a new cutting edge flavor the combine the taste of various kinds of fruit with green tea.
Ichitan mainly target group of Ichitan green tea are people age between 20-50 years old such as university students, office workers, and businessmen who mostly has income above 10,000 baht per month. This group of people, especially in Bangkok, tends to like to drink green tea; moreover with the trend of health conscious, many people are switching from dinking carbonate drink to drink healthier product in which Ichitan grean tea who positioned itself as healthy organic green tea drink also falls in the category. Ichitan green tea also target people of age lower than 20