The Legend of Laphet
Company and Product Overview
Shan Shwetaung Shooshe is an enterprise
that produces pickled tea leaves in Mandalay.
The company is located in Myanmar as the product is highly popular in
the region. It is important to determine that the company deals in the
production of the various products, but their main product is pickled tea
leaves. Shooshe lephet is a new design of the company aimed at inspiring family
habits of foods. The company has been able to prepare a consistency tea leaves
which is popular among the customers in Burma and other markets.
The company was keen on addressing the packing
and marketing issues, and they were able to commercialize the product after
understanding the proportion of product ingredients. Initially, the company was
focused on product's quality and packing, but it was unable to penetrate the
markets. The company registered a 50 kyats' packets, which is an appropriate
design with an appealing flavor (Han
and Kyaw 137). The company has a comprehensive quality control program
that ensures that no chemicals are used in the production of the pickled tea
leaves. However, the production process uses products such as chili, which are
ascertained to be of high quality. The management has recorded a consisted
market revenues as well as providing freshness.
In addition, the company has been able to
distribute the products in Central and Upper Myanmar. At the moment, the
distribution network to lower Myanmar is weak, but they have been able to
penetrate into Yangon market. The distribution process occurs into two steps
the out of the factory and the sale centre. The company has a sales center in
Zegyo market that provides a location for making the sales. One of the business
challenges facing the company is the inability to access new markets such as
the expansion of its packet designs. The company has been making efforts to
enter international production and distribution, but it has not designed any
decisive distribution networks and plans. Going forward, the company should try
to develop an internationally accepted and recognized brand in the green tea
leaves markets. However, with their quality control programs, the company will
be able to develop a brand name as their market grows locally and
internationally.
Lahpet is a Burmese fermented tea which
can also be known as pickled tea. The picked tea leaves are a popular snack in
Myanmar in social events and ceremonies.
In most homes in Myanmar, it is served to the visitors as salary. In the
market, the green tea leaf has been packed into instant packed snacks suitable
for low prices. Green tea leaf comprises of the different elements in including
polyphenols such as flavonoids and phenolic acids. The compounds could account
for around 40% of the overall dry weight. Laphet tea leaves have similar
elements as the compounds found in the Laphet. Thus, the product, Laphet is
highly popular in Myanmar and potentially in the larger East Asian region.
Market
in Burma
Burma is one the countries that eat tea
and still drinks it. The pickled tea is made unique in the region and has a
significant role in the Burmese region. Lahpet is highly popular in Myanmar.
The tea is indigenous to Myanmar, and it is usually grown in the hills in
Northern Shan region. In Burma market, the preparation of the green tea leaf
salad is important. It usually prepared into two main types. The first type is
serving the tea leaf salad in ceremonies. The second form is serving the green
tea leaf with meals.
In Burma, the market for team leaves is high.
It is because people appreciates and enjoys taking the indigenous tea brands.
The quality of tea leaves from Burmese market has attracted most customers in
Myanmar. Afterwards, write my essay through the packages of fermented tea leaves in Burma has been useful in
promoting the product in the markets. It seeks to ensure that the Burmese
people are appealed to the products which are often difficult. It is clear that
green tea features are highly acceptable in the Burmese market and region. The
market for tea leaves in Burma has been growing and the companies involved in
promoting international market access.
Market
in the United States
In the recent years, the green tea
products have been gaining popularity in the Unities States. The market for
green tea leaves in the United States has been increasing in the last few
years. Some of the companies such as Shwetaung Shooshe can be able to enjoy the
large market for tea in the United States.
Research study has noted that around 40 per cent of the consumers of tea
enjoys taking green tea leaves (Han
and Kyaw 138). However, the market size in the U.S is divided among the
various flavors including black tea, herbal tea, and green tea leaves.
The packaging of tea in the U.S market is also
different from other markets such as Burmese market. Tea is packaged in tea
bags which is useful in expanding the U.S tea market. Since the introduction of the green tea
leaves in the United States, more consumers have shown positive outlook and
appetite for green tea leaves. The sellers of green tea leaves should also try
to expand their presence in the online websites. It is because most American
consumers prefer online purchases. The marketing should be done through social
media to improve the brand of the green tea leaves in the U.S and other
international markets. As a result, it is important to appreciate that the
market for green tea leaves has been growing in the last few years.
Market
Strategy
Shwetaung Shooshe
should focus on marketing the green tea leave products on the website. Most of
the consumers prefer to purchase products online. The management of Shwetaung
Shooshe should be able to diversify online marketing approaches. One of the
main competitors of Shwetaung Shooshe is Arbor teas who offers the same
products in the Burmese market. To beat the competition, the company should be
able to up with a comprehensive marketing plan, which entails attracts a large
online audience and customer base.
In the design of the marketing strategy,
the company should be able to develop an appealing distribution channel as well
as promotional objectives and plans. The recommended distribution includes the
direct approach of distribution. They include serving tea in the hot tea stores
and shops. It would also include selling
of packaged tea in shops via Canteen, hotel, and Dhaba Chai among others. The
management should be able to price the green tea leaves depending on the
quality. For example, the company should
consider pricing the tea highly to protect the quality and perceived
consistency of the product in the markets.
The company will also need to employ
local sales representatives who will be responsible for marketing the products
to the customers. In exporting the product to the United States, a well-structured
and appealing website will be useful in promoting the sales traffic and level
in the market. The website will work well with investing in an online marketing
approach. For example, a social media marketing model is useful in marking the
green tea leaves. It is because most of the consumers understand black tea.
Comprehensive social media marketing will give the company the ability to
create awareness, develop loyalty and create a loyal customer base for their
products.
Work
Cited
Han, Thazin, and Kyaw Nyein Aye. "The
legend of laphet: a Myanmar fermented tea leaf." Journal of Ethnic Foods 2.4 (2015): 173-178.