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Mémoire
Bachelor thesis

How could Tippytea penetrate the organic, sustainable and premium Swiss tea market?

    2018

Mémoire de bachelor: Haute école de gestion de Genève, 2018

petites et moyennes entreprises
industrie alimentaire
thé
Suisse
étude de marché
English The research’s goal is to provide insights about tea market opportunities in Switzerland, and to analyse how a Small and Medium-Sized Enterprise (SMEs) from Ecuador can deal with the export process for the first time and build up a business strategy to enter a new market. The report analysed the different barriers such as, the poor infrastructure, lack of access to new technologies and investment and trading facilities that SMEs in developing countries, such as in Ecuador face to expand their business. Against the backdrop of increasing internationalisation of firms to respond to the globalisation trends, it remains difficult for SMEs in developing countries to adapt to the demand changes. Tippytea is a fair-trade company working with indigenous women in rural parts of Ecuador and it uses locally grown organic herbs and fruits to produce specialist loose-leaf tea blends. The company has been selected by UNCTAD in its technical assistance programme because it provides solutions to different Sustainable Development Goals challenges, such as goal 8, that is by promoting decent jobs and economic growth rural areas. The research analysed the worldwide tea market trends with a deep dive in the Ecuadorian and Swiss tea industry. It showed that tea imports in Switzerland have steadily grown, with consumer preference shifting to organic blends. Tippytea marketing strategy in Ecuador has been to build a new tea culture, encouraging youth to enjoy a healthy lifestyle. With regards to exporting, the role of various private and public Ecuadorian institutions that support entrepreneurs and specifically Tippytea to expand locally and internationally, have proved that there are existing mechanisms to facilitate Tippytea exports to new markets. According to the company’s needs, the research has provided an analysis of the Swiss market, identifying the economic, political and business environment including the competitors, local tastes and preferences of tea consumers. It has proven that young consumers appreciate the organic blends, but they are also sensitive to low cost. The imports patterns and requirements on the certifications’ standards and packaging requirements, and all legal obligations, including tariffs and taxes to export tea to Switzerland have been reviewed, pointing to the need for new exporters to obtain European or Swiss bio certifications. Switzerland is a country where citizens enjoy a high standard of living. They have changed their consumers behaviours and have allocated an increased share of their spending to buy quality products with bio certification. In niche markets, products with added value can gain market shares. Niche markets segments that could be explored by Tippytea include the organic, sustainable and premium tea market in medium or luxury hotels, and tea shops, cafés/bars, firstly as a pilot and then, in medium high-end supermarkets to access other consumers. Tippytea could penetrate the organic, sustainable and premium Swiss tea market by adapting its brand image to the ideal target customers, which include youth surveyed (18-29) and senior citizens over 55 with high purchasing power that would appreciate premium organic tea and will also value the social impact of the company.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 323524
Persistent URL
https://sonar.ch/hesso/documents/314752
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