The Legend of Laphet

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.