Here is the synopsis of our sample research paper on BOH; Market Analysis. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 18 page paper analyses the marketing positions and strategies of the Malaysian tea company BOH in the tea market in Malaysia. The paper examines the tea market in the country, looks at the company background and then, tying together marketing theory and the practice of BOH examines how BOH is approaching the armlet and maintaining its leader position. The bibliography cites 20 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEbohtea.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
its marketing on the difference in terms of taste and quality of the tea pursuing a strategy of differentiation. The company has change over time, realising the need to renew
the product and the brand lifecycle, with the development of iced and flavoured teas as well as new variation, such as a gold blend. The marketing is aimed at the
majority of Malay citizens as tea is drunk in 66% of all home. Marketing has involved a range of techniques, form the transitional newspaper marketing though to links with the
charity Worldwide Fund for Nature and the aim to get new tea drinkers to taste the product free of charge. The recommendations is to carry on in the same
way and expand the marketing techniques to the new products. Content Page 1. INTRODUCTION 2 1.1 The Tea Market 3 1.2 BOH; Company Background 5 2. MARKETING SITUATION AND TARGET MARKET 7
3. BRAND ANALYSIS 9 4. BRAND POSITIONING 12 5. BRAND COMMUNICATIONS STRATEGY 14 6. RECOMMENDATION AND CONCLUSION 19 REFERENCES 20 1. Introduction The tea market is
a major global market today, with different brands being more dominant in different parts of the world. BOH is know in many different countries, but is best known it its
home country. This is the dominant brand in the Malaysian tea market but it has had to manage its brand careful to attain and then retain that position. If we
want to understand the position of BOH and its marketing we need to look at the market and the company and then the way in which it is marketed.
1.1 The Tea Market The team market is very old and steeped in tradition and culture. The Chinese believe the drink was discovered in 2737 BC by the Emperor Shen-Nung when
...