T2 Tea & Malaysia

Launch of T2 Tea in Malaysia

Introduction

T2 is a renowned name in the tea sector of Australia and is the leading tea retailer of the company. It offers the largest range of fragrant and premium tea and tea wares in the country from around the world. This renowned brand is served in some of the finest cafes and restaurants in Australia. It is also found placed on the shelves of some chief food purveyors. This well sold brand sales have reached around 8 million cups a month.

The launch of this well known brand dates back to 1998, when Maryanne Shearer the founder and CEO of this remarkable brand apprehended that that was a gap in the tae market and a lack of a true experience for the consumers of tea in the Australian market. With this idea in her mind she geared all her efforts towards the formulation of a unique tea that appeared as a premium brand with its first outlet ion the Brunswick Street in Fitzroy. Now this well sold brand is available in more than 30 stores throughout the country.

The core of the company's policy is the tea that they sell, with an aim of creating an array of tea with subtle and revolutionary aromas and flavors stirring a spirit of serenity and peace. The company has collaboration with the international suppliers, and has employed experienced and skillful blenders who work parallel with the company to deliver the desired results. (http://t2tea.com)

Environmental Analysis

This Section will focus on the analysis of the environmental factors that have the potential to influence the business of tea producers and marketers in the country. An analysis of macro environments such as Economic, Political, Cultural, Social and Legal environment analysis will help to identify and understand the current situation of a country and will enable the company to decide whether it is feasible to enter the Malaysian market or not. If the company figures out opportunities to move ahead, the environmental analysis will help the company to formulate strategy for further development, or in contrary, if any threats rise it will enable the company to chalk out the defensive strategies

Political Environment

Malaysia is a democratic country having a federal parliament complying with British style according to the constitution of 1957 of the country. The head of the Malaysian state is usually appointed for a period of five years along with nine hereditary sultans who rule the peninsular states of Malaysia. The current head of the state is Yang di-Pertuan Agong whereas the head of the government in Malaysia is usually the prime minister. Malaysia employs a bicameral legislature with Dewan Rakyat as the lower house which is commonly known as the house of representatives having 222 representatives who serve for a period of 5 years. The Dewan Negara is the upper house having 70 members who serve for a period of 3 years. The state and federal legislatures share the Legislative power. The responsibility of the federal government is to handle ...