Wuyutai Business Plan

Wu Hao(Beijing Center for Diseases Prevention and Control)

Abstract

Wuyutai founded in 1887, it has been over 130 year’s history. As a Chinese tea brand, Wuyutai brand enters into Australia market is difficult. It has to keep Chinese traditional culture to make sure Australia consumer can accept this new brand and Chinese tea product. And Australia market have already fulfilled tea product from premium class product to lower price class product like T2 brand and Lipton brand. Those exist brands have stray in Australia market for long years. Especially Lipton brand, it also can buy it in China market. Wuyutai have to face powerful Competitor in Australia market. This article uses porter five forces to analysis Australia tea market, SWOT to analysis Wuyutai itself and use marketing 4P theory to make marketing strategies. It not only uses theory to analysis, the article uses Wuyutai existing financial data to ensure that the marketing plan can be implemented.

Keywords

Porter five forces; Marketing; 4ps

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DOI: http://dx.doi.org/10.26549/jfr.v3i1.984