Postgraduate Diploma in Business Management PDB10500 - International Marketing Strategy

Title Ceylon Tea sell in Japan

Lecture - Mr. TS Lee Presented by - Shiromi HerathFin No - G1562378RSubmission date - 16th September 2016

Title Ceylon Tea

expand in Japan

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Content• Introduction

SWOT Analyze Possibilities for enter into Market

• SWOT Analyze for 2017 Market Segmentation

Market Position Conclusion

Kyushu city• 1220Km far from Tokiyo city• Belong to Fukuoka prefecture• Current Population is 963,237• Area is 499.60Km2• 15th populated city in the Japan

Trade Environment in Japan Market size and price, Items

Item Quantity (At 1st year)

US$ per Kg

White Tea 475 Kg

0.0330Black Tea 520Kg

Green Tea 2250Kg 0.0310

Strengths

1. Sri lanka is the biggest 2nd Tea producer in the world

2. World wide brand reputation3. Ceylon Tea has been official Tea

supplier for many world class events4. Loyal won customers around the world5. Biggest Tea exporter in the world

Weaknesses

1. High cost for freight, packaging, utility bills and employee wages

2. Weak English literacy of Japanese

Opportunities

1. Highly skilled term and distinct Marketing

2. Historical trusted connection between Japan and Sri lanka

3. Growing demand for high quality tea product

4. Raising demand necessity for eco friendly green food and beverages

Threats

1. Market Completion 2. Foreign currency risk

SWOT Analysis

Potential MarketPossibilities enter into Market

Japanese people have a developed Tea culture

Japanese life with Green Tea

Domestic market is less

Market penetration SWOT Analysis for 2017

Weakness

Strength• Continue improving Economy• Technology capital in the world• Purchasing power will be never ending

•

Weaknesses• Cultural misunderstanding

Opportunities • High demand for the Tea• Tea is main drink of Japanese• Young girls tendency for green tea

Threats• Natural disasters

SWOT Analysis

Market Segmentation

Geographic Demographic Psychographic Behavioral

ContinentEastern Asia Country JapanRegionFukuoka CityKyushu

Age from teenagersGenderMale and femaleFamily sizeAny of family size

Life style BusySocial classMedium to highActivityWork, studyPersonal values punctual, honest

OccasionsFunctions, DailyBrand LoyaltyHighBenefitsexpectationHighUsageVery often

Market position 1 Brand position• White Tea• Green Tea• Black Tea

2 Quality position• The logo can be used only on consumer packs, which contain 100% Pure Ceylon Tea

3 Benefit Position• Prevent diseases such as cancer• Enhance brain function• Healthy teeth• Perfect skin

4 Attribution position• Aromatic sense • Super healthy• 100% natural• Best quality

5 Customer loyalty position

Conclusion

• Ceylon Tea expand in Japan is a greatest marketing decision.

• Feasibility study and possibilities are ideal

• Marketing forecasting for a coming year is confident

• Market penetration would be succeeded.

References

http://www.pureceylontea.com/http://www.srilankabusiness.com/tea/tea-export-growth.htmlhttps://ycharts.com/indicators/colombo_tea_price)http://www.fukuokanow.com/e/kitakyushu.htmlhttps://ig.ft.com/sites/numbers/economies/japanhttp://www.teablossoms.com.au/ceylonteainfo.php