Twginformation
Background
정확한객관적인설명(http://sg.jobsdb.com/SG/EN/Search/JobAdSingleDetail?jobsIdList=400003001607449)
TWG tea is luxury Tea Company based on Singapore. They started business in 2008 and now, they have several branches across the world. TWG is acronym of the wellness group. In TWG’s trademark, there is some number as 1837. It is not mean established year, its mean first tea trade year in Singapore. The name is Taha Bouqdib who establishes TWG Company. He opened first outlet in Singapore on September 2007. It was strategic decision because Singapore is located capitals of Asia. TWG is influenced by Chinese culture and British colonization.
Summary of basic business – Current Marketing activities
The marketing way is nobility strategy. Basically, their tea prices are more expensive than other shop and the dining area adopt continental-style dining atmosphere. TWG aims to bring tea drinking to a different level. TWG’ marketing goal is people think TWG like a luxury such as LV, Cartier, Giorgio Armani. Bouqdib said on interview (TWG’s ritzy Tea-Forbes) “Here we have Louis Vuitton, Cartier, Giorgio Armani, Harry Winston, Dior–and you have TWG Tea.”
인터뷰기사(http://www.forbes.com/global/2009/1214/life-singapore-murjani-bouqdib-twg-ritzy-tea.html)
Target customers
Target customer of TWG is middle class to upper class and people who want to take ritzy Tea. Because The tea quality is high, price also high.
SWOT Analysis
Strength
People’s good recognition
Good quality tea ingredient
Head office is located in Singapore
High regular customer(there is many tea lover)
Weakness
High price of Tea
New foreign market, limited knowledge
Lack of brand awareness in new market
Few numbers of chains
Opportunity
Few competitors
Preference from upper middle class people
Expand branch to UK (UK has strong tea culture)
Threat
Conflict about trademark right
Other competitors into luxury tea market
3 Environmental factors
Legal – TWG has legal problem on
정확한객관적인설명(http://sg.jobsdb.com/SG/EN/Search/JobAdSingleDetail?jobsIdList=400003001607449)
TWG tea is luxury Tea Company based on Singapore. They started business in 2008 and now, they have several branches across the world. TWG is acronym of the wellness group. In TWG’s trademark, there is some number as 1837. It is not mean established year, its mean first tea trade year in Singapore. The name is Taha Bouqdib who establishes TWG Company. He opened first outlet in Singapore on September 2007. It was strategic decision because Singapore is located capitals of Asia. TWG is influenced by Chinese culture and British colonization.
Summary of basic business – Current Marketing activities
The marketing way is nobility strategy. Basically, their tea prices are more expensive than other shop and the dining area adopt continental-style dining atmosphere. TWG aims to bring tea drinking to a different level. TWG’ marketing goal is people think TWG like a luxury such as LV, Cartier, Giorgio Armani. Bouqdib said on interview (TWG’s ritzy Tea-Forbes) “Here we have Louis Vuitton, Cartier, Giorgio Armani, Harry Winston, Dior–and you have TWG Tea.”
인터뷰기사(http://www.forbes.com/global/2009/1214/life-singapore-murjani-bouqdib-twg-ritzy-tea.html)
Target customers
Target customer of TWG is middle class to upper class and people who want to take ritzy Tea. Because The tea quality is high, price also high.
SWOT Analysis
Strength
People’s good recognition
Good quality tea ingredient
Head office is located in Singapore
High regular customer(there is many tea lover)
Weakness
High price of Tea
New foreign market, limited knowledge
Lack of brand awareness in new market
Few numbers of chains
Opportunity
Few competitors
Preference from upper middle class people
Expand branch to UK (UK has strong tea culture)
Threat
Conflict about trademark right
Other competitors into luxury tea market
3 Environmental factors
Legal – TWG has legal problem on