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Established in Singapore in 2008
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Luxury Tea brand with over 800 unique tea blends and
200 varieties

Retail and premium tea salons in 14 countries
worldwide
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Offers tea accessories and tea infused patisseries
Strengths
Weaknesses
1. High Product Quality
1. Unappealing digital and
social media presence
2. Wide Product Variety
2. Lack of vertical integration
3. Highly Trained Stuff
4. Unique aesthetic appeal of
salons
Opportunities
Threats
1. Growing health and wellness trend
1. Existing Competition
2. Establishment of Tea Academy in
Canada
2. Substitute Products

Political

Stability of Canadian political environment

Minimal government intervention in business except mainly
through:


taxation
labor laws
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



Economical
Canada has a growing and vibrant economy with :
low interest rates
stable inflation rates
strong currency


Social
Diverse cultural society
 Growing population
 Relatively good earning power of residents

Technological

Advanced technological society

Technology is widely used in areas such as:



Manufacturing/Production
Communication
Research and Development
Demographic
• Male and Female
• Age 20 and above
• Above Average Income
Psychographic
• Appreciate Experiential Products
• Status Seekers
Geographic
• Toronto
To spread the tea drinking culture among
Canadians (and tourists to Canada) by providing
rare and sophisticated tea blends and creating a
unique tea drinking experience in our salons.

Become a market leader in the luxury tea
category in the next 5 years

Reach profitability within two years

Maintain at least 10% growth annually

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High-end experiential environment
Luxurious salon aesthetics
Offer unique blends
Innovative brewing techniques
Personnel: Tea specialist

Tea Tasting Events
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Tea Sampling Kiosks
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Position TWG as the Haute Couture of Teas
Tie-ups with other luxury lifestyle brands
4 P’s: Product


Highest Quality Tea
Over 800 different single-estate, fine harvest
and exclusive blends of tea
Offers a variety from loose teas, packaged
teas to tea bags and tea collections
The White House Tea
Yellow Gold Bud Tea
4P’s: Product


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Tea Service
Luxurious Tea Salon
European and Asian blend decor
Highly trained knowledgeable staff
Luxury Experience
Low
Quality
High
Quality
Basic Experience
4P’s: Place
•
Fairmont Hotels
and Resorts
Wholesale: premium hotels and restaurants
4P’s: Place
•
Yorkdale
Shopping
Centre
Retail: TWG salon
4P’s: Place
•
WHOLE
FOODS
Retail: high-end retailers
4P’s: Place
•
Web-site
•
Mobile phone
application
E-commerce
4P’s: Promotion
“Wide variety of
tea of superb
quality for elite,
for those who
appreciate a
luxury and
sophisticated
experience”.
Product message
4P’s: Promotion
•
Articles in lifestyle magazines
and web-sites
•
Articles in
business
oriented issues
•
Blogger’s posts
(food, lifestyle)
Public Relations
4P’s: Promotion
•
Celebrities’
presence on
TWG events
•
Seek
connection
with Royal
Family
Celebrity Endorsement
4P’s: Promotion
•
Toronto
Fashion Week
Events and Sponsorship
4P’s: Promotion
•
Our clients will
be our brand
ambassadors
Word-of-mouth
4P’s: Promotion
•
Country
Specific
Social Media


Implement Premium Price Strategy in Canada
Set a benchmark of 15% higher prices than Singapore
prices
Price Comparison
Product
David’s Tea
TWG Tea
Loose Teas
CAD 4.50 – 24.50
CAD 6.50 – 854.50
Packaged Teas
CAD 6.00 – 54.50
CAD 40.50 – 750.00
Tea Bags
CAD 6.00 – 39.50
CAD 25.00
Tea Accessories
CAD 2.50 – 250
CAD 5.00 – 13,075.00
5 Year Sales Projection for TWG Tea
53,281,800
40,986,000
34,155,000
27,000,000
1,000,000
2014
29,700,000
1,100,000
2015
1,265,000
2016
$ Sales
1,518,000
2017
Cups of Tea & Desert Sold
1,973,400
2018
Entry of similar competitors.
• ensure high product quality
• intensify communication of strengths
Interruptions of raw materials supplies.
• maintain strong relationships with suppliers
Food contamination
• follow standard procedure
Lawsuits
• hire the best law firm