ITM Assignment Environmental AnalysisTWG TEAByLi Haozhen
ITM Assignment
Environmental Analysis
TWG TEA
By
Li Haozhen （CT0171418）
1 Aug 2014
This report is prepared for the TWG tea company and its operations in Singapore. The purpose of this report is to perform an environmental analysis on TWG. The structure of this report including the description of following details: First of all, the report is going to give the background information of the TWG tea company, and its operation country, Singapore. Secondly, for analyzing the external environment of TWG, PESTLE analysis and Porter’s 5 forces will be shown in the report. And then, this report will follow by the strategic recommendations, after that, this report will end with the conclusion.
The key products of TWG tea company is offering the tea leaves. The operation of TWG is selling their tea as the luxury brand to the whole world. TWG tea known for selling the luxury tea products, the company was established in 2003 as an internationally luxury tea brand. TWG team chose Singapore as the company 's headquarters to sell “world’s finest luxury tea” in the Asia. TWG selling over 1,000 single-estate tea since the brand build.（The TWG tea history, 2013）Selling tea is TWG tea company’s predominantly trade, they also selling related tea products to their outlets, including tea bags, tea gastronomy. The TWG tea company added the luxury concept on their tea production. They are offering the most expensive tea to the world’s famous hotel. The tea leaves source from all over the world, and sampling by tea tasters. (TWG tea book, p.12) The next step of TWG tea company is to build their own tea garden, and expand into China. For now, TWG tea company is establishing their online tea store. (TWG tea book, p. 29)
Singapore as the flourishing free port was strategically located in the heart of Asia; Singapore is pivotal role in the tea trade. (TWG Tea Salon, 2009) The TWG tea company cited as the “first and only upscale tea Salon” in Raffles Place 's Republic Plaza. According
Environmental Analysis
TWG TEA
By
Li Haozhen （CT0171418）
1 Aug 2014
This report is prepared for the TWG tea company and its operations in Singapore. The purpose of this report is to perform an environmental analysis on TWG. The structure of this report including the description of following details: First of all, the report is going to give the background information of the TWG tea company, and its operation country, Singapore. Secondly, for analyzing the external environment of TWG, PESTLE analysis and Porter’s 5 forces will be shown in the report. And then, this report will follow by the strategic recommendations, after that, this report will end with the conclusion.
The key products of TWG tea company is offering the tea leaves. The operation of TWG is selling their tea as the luxury brand to the whole world. TWG tea known for selling the luxury tea products, the company was established in 2003 as an internationally luxury tea brand. TWG team chose Singapore as the company 's headquarters to sell “world’s finest luxury tea” in the Asia. TWG selling over 1,000 single-estate tea since the brand build.（The TWG tea history, 2013）Selling tea is TWG tea company’s predominantly trade, they also selling related tea products to their outlets, including tea bags, tea gastronomy. The TWG tea company added the luxury concept on their tea production. They are offering the most expensive tea to the world’s famous hotel. The tea leaves source from all over the world, and sampling by tea tasters. (TWG tea book, p.12) The next step of TWG tea company is to build their own tea garden, and expand into China. For now, TWG tea company is establishing their online tea store. (TWG tea book, p. 29)
Singapore as the flourishing free port was strategically located in the heart of Asia; Singapore is pivotal role in the tea trade. (TWG Tea Salon, 2009) The TWG tea company cited as the “first and only upscale tea Salon” in Raffles Place 's Republic Plaza. According