Uk Tea Market Analysis

Marketing Analysis

UK Tea Market

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Duong - 02901086

Ariel - 02421435

Lily - 02130023

Renitha – 02910116

Abstract

This paper analyzes whether Taiwanese oolong tea have the strengths and opportunities in the UK market.

Tea, not only mean a beverage for Britons, they also think it as a meal. In the research, it is said that UK has a high potential of tea consumer although the standard tea has dropped a little, herbal tea, which is considered healthy has increased at the same time.  By identifying UK tea market’s characteristics, and using the SWOT and also Porter's five forces, you can have a better understanding of the Taiwanese oolong tea and the English tea market.

To conclude, Taiwanese oolong tea can be a highly competitive product in UK tea industry. To enter the English market, we suggest that the product design to be more familiar with the customers, which they prefer tea-bag package for the convenience; and to sell at the minimum price of $150 U.S. dollar. Thus, it’s possible making Taiwanese oolong tea to be a more acceptable and more competitive in the UK.

Table of Contents

Introduction        

About UK        

Market Overview        

Legislation        

Market Share        

Customer Behaviour        

Consumer Trend        

Customer Consumption        

Target Customer        

Porter’s five forces in UK tea market        

SWOT analysis of Taiwan oolong tea industry        

Estimate market size        

Suggestion        

References        

Introduction

Tea is one of the most favourite beverages and is consumed all over the world. There are at least six different types of tea: green, white, yellow, oolong (or wulong), black (called red tea in China), and dark post-fermented tea (or black tea for the Chinese). The most commonly found on the market are black, green, oolong and white tea. Nowadays, the international tea trade is largely run by multinational companies (MNC) with British and Dutch roots, e.g. Unilever, Twinings and Tata Global Beverages.