Case Study

Case Study

Country for Selling Celestial Seasonings Range of Teas

Assuming the role of Chris, I intend to prepare selling the Celestial Seasonings range of teas in the United Kingdom. As I had to choose any international country; I have chosen United Kingdom mainly because I believe United Kingdom is an extremely good and wide market to capture.

Identification of Nice or Long Term Market

I intend to penetrate the long term market in United Kingdom. There are many options that I could exploit while launching Celestial Seasonings range of teas in United Kingdom. Niche market and long term market remain the most important markets to choose from. I have chosen long term market because I believe the long term market would provide the maximum revenues to the company. After analyzing the prevailing market conditions and economic conditions; the penetration within the long term market seems to be the best option to exploit as a new business. I believe trying to penetrate in the niche market would not provide intended results to the Celestial Seasonings.

Analysis of the Market Environment

For a successful entry in the United Kingdom; an analysis of the market forces remains extremely important. The most important things to analyze in the market environment are the social and cultural forces, traditional customs, educational levels of the regional people, trade laws, economic conditions and competition in the market of United Kingdom (Cavusgil & Riesenberger, 2009).

Social and Cultural Forces

The social and cultural forces of United Kingdom are essentially encouraging and positive. The Celestial Seasonings range of teas is assumed to get positive responses from the society of United Kingdom. The people living in United Kingdom are extremely fond of tea and coffee. The culture of United Kingdom promotes every kind of drinking. Be it alcohol, tea or coffee; the people ...