International Marketing Research .

This is a market survey where the study has conducted both primary data and secondary data analysis to examine the viability of the Pakistan market for TWG tea which is a luxury tea company in Singapore. The analysis of the result had shown that Pakistan market is untapped and being an underdeveloped country, the availability of resources is cheap.

Running head: INTERNATIONAL MARKETING RESEARCH
International Marketing Research
Name of the student
Name of the university
Author note

1INTERNATIONAL MARKETING RESEARCH
Executive Summary
This is a market survey where the study has conducted both primary data and
secondary data analysis to examine the viability of the Pakistan market for TWG tea which is
a luxury tea company in Singapore. The analysis of the result had shown that Pakistan market
is untapped and being an underdeveloped country, the availability of resources is cheap.
Moreover, Pakistan is one of the largest tea consuming nations in the world but due to the
low disposable income of the population and majority of the population falling under the
poverty line, it is essential to examine the market carefully and develop effective strategies to
prepare for the uncertainties in the market.

2INTERNATIONAL MARKETING RESEARCH
Table of Contents
Introduction................................................................................................................................4
Problem definition and Research Objectives.............................................................................4
Current Understanding and Secondary Data Sources................................................................5
Demographic data of Pakistan...............................................................................................5
Pakistan Tea consumption......................................................................................................6
Average disposable income comparison................................................................................7
Tea habits as per geographic location in Pakistan.....................................................................8
PESTEL analysis (culture consideration)..............................................................................9
Unique Value Proposition....................................................................................................10
Research Method......................................................................................................................10
Instrument Design....................................................................................................................12
Analysis and Results................................................................................................................16
Findings................................................................................................................................16
Descriptive statistics.............................................................................................................19
Cross tabs.............................................................................................................................20
Cross cultural consideration.....................................................................................................25
Conclusions and Recommendations........................................................................................25
References................................................................................................................................27

3INTERNATIONAL MARKETING RESEARCH

4INTERNATIONAL MARKETING RESEARCH
Introduction
This report has aimed to introduce a new product of an existing company into a
foreign market. TWG has been chosen as the company of choice which is a luxury tea
company in Singapore, established in the year of 2008 (Twgtea.com 2018). It is the only
upscale tea salon in Singapore and have expanded their business to different parts of the
world. The salon not only sales tea but other food products infused with tea. The company
has been selling more than 800 types of tea exported from different parts of the world. The
company has expanded in different countries such as Russia, USA, Morocco, Taiwan, United
Arab Emirates, Japan, Hong Kong, United Kingdom, Australia, India, China, Taiwan,
Thailand and Malaysia (Twgtea.com 2018). The foreign market chosen for expansion is
Pakistan which is one of the south east Asian countries. The population in Pakistan has a
keen interest in tea and consumes tea most of the times when compared to the variety of
options they have in the market. The report will analyze the perception of the consumers
regarding the products offered by the company to create strategies for expanding in Pakistan.
The research will use both secondary and primary data to provide valuable insights for
developing the strategies.
Problem definition and Research Objectives
Pakistan being one of the tea love nations is still untapped in terms of offering the
consumers with quality luxury tea experience. The population in the country have different
opinions and their choice and taste of tea vary depending upon the geographical locations.
Therefore, it will be difficult for the company to make an expansion in the Pakistan market
without having enough information about the consumers and their needs. The Pakistan

5INTERNATIONAL MARKETING RESEARCH
market will be difficult to penetrate as 40% of the market share has been taken by unbranded
tea companies and out of the remaining 60% of Tapal is the market leader by a bigger margin
(Shaikh 2018). Therefore, it is essential for the company to analyze the market effectively
examine the time of entry, marketing strategies and target market. The study will aim to
compare the purchasing behavior of the consumers in Singapore to the consumers in Pakistan
so that they can make modifications to their marketing mix.
The major of the study are as follows:
 To examine the consumer’s perception towards luxury tea in Pakistan when
compared to the perception in Singapore especially the working professionals
 To compare the primary data and the secondary data to provide valuable
insights on consumer perception
 To develop survey questionnaire and interview questionnaire to collect data
from the Pakistan market.
Current Understanding and Secondary Data Sources
Demographic data of Pakistan
Population 204,924,861 (July 2017 est.)
Age structure 0-14 years: 31.36% (male 33,005,623/female 31,265,463)
15-24 years: 21.14% (male 22,337,897/female 20,980,455)
25-54 years: 37.45% (male 39,846,417/female 36,907,683)
55-64 years: 5.57% (male 5,739,817/female 5,669,495)
65 years and over: 4.48% (male 4,261,917/female 4,910,094) (2017 est.)
Dependency ratios total dependency ratio: 65.3

6INTERNATIONAL MARKETING RESEARCH
youth dependency ratio: 57.9
elderly dependency ratio: 7.4
Potential support ratio: 13.5 (2015 est.)
Median age Total: 23.8 years
male: 23.7 years
Female: 23.8 years (2017 est.)
Population growth rate 1.43% (2017 est.)
Table 1
(Source: www.worldbank.org. 2018)
Pakistan Tea consumption
Country
Area
Consumption segment
All Lowest Low Middle Higher
Pakistan Nationa
l
Local
Currency
66,204.9
0
45,229.5
5
19,170.0
2
1,784.50 20.83
Pakistan Nationa
l
$PPP 1,974.30 1,348.79 571.67 53.22 0.62
Pakistan Nationa
l
US$ 777.11 530.9 225.02 20.95 0.24
Pakistan Rural Local
Currency
41,301.7
9
32,212.4
3
8,956.95 132.41 0
Pakistan Rural $PPP 1,231.66 960.61 267.1 3.95 0
Pakistan Rural US$ 484.8 378.11 105.14 1.55 0
Pakistan Urban Local
Currency
24,903.1
1
13,017.1
3
10,213.0
7
1,652.09 20.83
Pakistan Urban $PPP 742.64 388.18 304.56 49.27 0.62
Pakistan Urban US$ 292.31 152.79 119.88 19.39 0.24
Table 2
(Source: www.worldbank.org. 2018)

7INTERNATIONAL MARKETING RESEARCH
Average disposable income comparison
Pakistan Singapore
Average monthly disposable salary
(After tax)
$239.31
Ranked
139th.
$2,759.38
Ranked 26th. 12 times more than
Pakistan
(Table 3: Nationmaster.com. 2018)
The above tables show that the overall population of Pakistan is quite high and as per
the consumption data, the majority of the consumers belong to the lower segments in the Tea
industry. The consumers in the middle and the highest segment in the tea segment are low in
numbers and as per the purchasing power parity, the value is 0.62 in the higher segment and
49.27 in the middle segment for the urban areas. This shows that majority of the population is
below the poverty and as per the average disposable income of the consumers, its only
$239.31 which is quite less when compared to the disposable income of the consumers in
Singapore. The lack of foreign direct investment has resulted in slow economic growth which
is the reason that average consumers prefer buying tea from unbranded companies. This is the
reason that the unbranded tea companies hold 40% of the market in Pakistan (Shaikh 2018).
Tapal is the market leader in the branded tea segment and has been preferred by the
consumers due to the quality, consistency and reasonable price of the products. Tapal being a
domestic brand has developed a strong grip on to the market where the other branded
companies are nowhere near the products offered by the other organizations.

8INTERNATIONAL MARKETING RESEARCH
There is huge in difference culture in terms of tea preferences in Pakistan and
Singapore. Moreover, the economy of both the countries are very different from each other.
Singapore is an advanced developing country and can be considered as a developed country
in terms of the economy and the infrastructural growth (Thesmartlocal.com 2013). However,
on the contrary, Pakistan is an underdeveloped country and the economy can be compared to
the South American or African nations. The inflation rate of the country is relatively high at
9% which has effects on the unemployment of the country which is at 6%. This shows that
the products offered by the company cannot be brought by majority of the population and
only a niche market of population will have the purchasing power to afford the habit of
visiting tea salon. Therefore, this means that TWG has to be carefully in selecting the
consumers in the market.
Tea habits as per geographic location in Pakistan
Tea is the part of cultural identity in Pakistan which is the reason that the
consumption average is 1 kg when compared to the global consumption average that is
0.79kg (Shaikh 2018). The consumptions vary from north to south where the population in
the south prefer string flavor and rich color. On the contrary, population in north prefers
lighter concentration which shows that there is diversity in preferences in tea consumption
based on cultural values. Singapore has a huge tea drinking population and tea has been
popular in the country for centuries. However, the majority of the tea flavors are on the
lighter and sweeter side, such as the Chinese tea, Bubble tea, Teh Tarik and tea frappe
(Thesmartlocal.com 2013). Therefore, it is essential to understand the fact TWG will face
difficulty in marketing the brand and developing brand equity in Pakistan.

9INTERNATIONAL MARKETING RESEARCH
PESTEL analysis (culture consideration)
Political The political environment of Pakistan is not at all stable and the government has
failed to develop effective policies to manage the corruption and constant attacks of
terrorist. The government imposes heavy taxes on all commodities and highly in
depth when compared to other countries.
Economic The economy has very slow growth and the net loss of the country has increased.
The inflation rate is high which affects the employment rate and the disposable
income. The majority of the population are still below the poverty lines which is
the reason that they have less disposable income. Tea is one of the major imports
of the country as the tea is one of the cultural aspects in Pakistan. The economy is
dependent on foreign direct investment for economic and infrastructural growth.
The currency has a highly depreciated value in the global market so cheap labors
are available.
Social The society greets guests with tea as an option of beverages and majority of them
drinks tea at least once a day. However, the society at large is conservative and
depends on the loose local tea brands for supplying tea to them.
Environmenta
l
The government in Pakistan has not been able to implement policies to effectively
manage the environmental laws and most of the companies are not following the
environmental laws. This reflects the ineffectiveness of the environmental laws.
Legal Legal position of the country is not at all strong due to the increase in corruption
within the government. There is increase in concerns regarding the development of
effective laws to facilitate foreign trade and domestic infrastructure.
(Table 4: Haggard and Kaufman 2018)

10INTERNATIONAL MARKETING RESEARCH
Unique Value Proposition
The unique value proposition of the TWG is providing the consumers with high
quality luxury tea with attractive packaging and providing them with a blissful experience of
belonging to elite class of tea lovers (Twgtea.com 2018). The organization welcomes all
high-income professionals to try out the products and makes the tea drinking a luxury
experience. The products have been branded as exclusive and has a symbolic value attached
to it. The organization while making an expansion into a foreign market have always
introduced a product that is the signature tea of that country (Adner et al. 2017). Moreover,
the brand uses innovation and creativity to develop new flavors and types of teas along with
unique food made from tea.
Research Method
It is key to use a research design that will be appropriate for the goal of the study. A
mixed research design will be used to collect data from the Pakistan market. The primary data
will be collected through quantitative and qualitative questionnaires (Bell, Bryman and
Harley 2018). The quantitative data will be collected using surveys conducted through out
different regions in Pakistan. The survey questionnaire will be fully structured to facilitate in
gathering relevant data. On the other hand, the qualitative data will be collected through semi
structured interviews to gather in depth data about the consumer perception (Morse 2016).
The study will use explanatory research design to collect the given data in the market and
develop strategies based on the analysis of both qualitative and the quantitative data.

11INTERNATIONAL MARKETING RESEARCH
Sampling is the method of choosing samples from overall population especially in
case of market research where the target population is huge. Sampling reduces the cost and
time of conducting the research. The process of sampling starts with the identification of the
target population and in this research, the population of Pakistan are the target consumers
(Onwuegbuzie and Collins 2017). The next part is the identification of the sampling frame
which will consist of the high-income professionals in the country and the last part is the
sample size. The sample size will be 200 respondents for the survey questionnaire and 10
respondents for the interview questionnaire. However, due to lack of infrastructure in the
foreign market, the market research will be handed over to a market research bureau.
However, the questionnaire will be initially developed in Singapore and pilot testing
will be conducted in the Singapore market to check whether the questionnaire is leading or
not and whether the desired answers are obtained or not. This will consist of distributing the
questionnaire to the local consumers to gain their perception on the questionnaire and the
products offered by the organization (Mertens 2014). This will facilitate in examining the
validity and reliability of the questionnaire

12INTERNATIONAL MARKETING RESEARCH
Instrument Design
The instruments used for collecting data from the Pakistan and Singapore will consists
of survey questionnaires and interview questions. The pretest questionnaire has been
developed based on social and cultural aspects of Pakistan and the questionnaire has been
asked to 20 consumers for the survey and 5 consumers for the interview in Singapore.
However, there are major limitations to this research instruments due to the small size
sample size and the primary research has been conducted in Singapore. Therefore, the
questionnaire may not be suitable for the population in Pakistan. Moreover, as there are vast
differences in culture between the culture in Pakistan and Singapore, the results cannot be
generalized. This is because of the fact that the economic scenario in both the countries is
quite different and their traditional view of tea is different. Therefore, the questionnaire will
have to be developed by taking help from local market research companies so that significant
data can be collected. The validity and the reliability of the data will be checked using the
statistical techniques such as Cronbach’s alpha (Hagan 2014). The data will be analysed
using SPSS where frequency of the responses will be plotted in tables and graphs. Similarly,
methods like cross tabulation and measure of central tendency will be used to provide
valuable analysis of the local market. However, it is expected that the reliability value will be
low due to the small number of respondents in the research.

13INTERNATIONAL MARKETING RESEARCH
Pre-test Questionnaire Design
(Tick in the Appropriate Box Where Applicable)
DATE: ……………………….
GENDER:
Female
Male
CITY: ……………………….
1. How much do you spend on Tea products in a month?
Less than $50
$50-100
$100- $200
$200 and above
2. How often do you drink tea?
Rarely
Once or twice a week
Once a day
More than once a day
3. What kind of tea do you prefer?
Loose tea
Tea bags

14INTERNATIONAL MARKETING RESEARCH
4. Are you aware of TWG tea salons?
Yes
No
5. How many times do you visit the TWG salons?
Once a month
Twice a month
More than two times
6. What are your preferences for choosing your tea products?
Quality
Price
Health benefits
Premium brand
7. Where do you purchase your tea from?
Retailers
Tea salons
Online stores
8. Among these factors which is the most important for making the purchasing decision?

15INTERNATIONAL MARKETING RESEARCH
Fair Trade
Organic
Eco friendly
Rainforest Aware

16INTERNATIONAL MARKETING RESEARCH
Pre-test Questionnaire Design
1. What kind of tea products do you like and why?
2. How much are you willing to spend on luxury tea products in a month and why?
3. How often do you visit TWG tea boutiques in a month and what is your experience?
Analysis and Results
Findings
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 8 40.0 40.0 40.0
Female 12 60.0 60.0 100.0
Total 20 100.0 100.0
Table 5
The findings show that majority of the respondents are in the study are female
consumers comprising of 60% of the total sample population.
expenditure
Frequency Percent Valid Percent Cumulative Percent
Valid Less
than $50
7 35.0 35.0 35.0
$50-100 5 25.0 25.0 60.0
$100-
$200
3 15.0 15.0 75.0
$200
and
above
5 25.0 25.0 100.0
Total 20 100.0 100.0
Table 6
In this question, the majority of the consumers spend below $50 but it is not a clear
majority and there are plenty of consumers that spend $100 and more on Tea. In this study,

17INTERNATIONAL MARKETING RESEARCH
40% of the respondents spend more than $100 which shows that Singapore is a suited market
for the company.
frequency
Frequency Percent Valid Percent Cumulative Percent
Valid Rarely 1 5.0 5.0 5.0
Once or
twice a
week
8 40.0 40.0 45.0
Once a
day
9 45.0 45.0 90.0
More
than
once a
day
2 10.0 10.0 100.0
Total 20 100.0 100.0
Table 7
The question has clearly depicted that the consumers have a tradition of consuming
teat at least once a day comprising of 45% of the total population which has already been
identified from the secondary data analysis.
Type
Frequency Percent Valid Percent Cumulative Percent
Valid Loose
tea
6 30.0 30.0 30.0
Tea bags 14 70.0 70.0 100.0
Total 20 100.0 100.0
Table 8
The majority of the consumers in Singapore prefer tea bags than loose tea which
shows their tendency to buy branded products.
Awareness
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 9 45.0 45.0 45.0
No 11 55.0 55.0 100.0

18INTERNATIONAL MARKETING RESEARCH
Total 20 100.0 100.0
Table 9
The majority of the consumers are aware of the organization comprising of 55% of
the population which shows that the company has been able to develop effective niche
market.
Visit Frequency
Frequenc
y
Percent Valid Percent Cumulative
Percent
Valid Once a month 6 30.0 30.0 30.0
Twice a month 7 35.0 35.0 65.0
More than two times 7 35.0 35.0 100.0
Total 20 100.0 100.0
Table 10
The result show that majority of the consumers at least visits the restaurant twice a
month.
preferences
Frequency Percent Valid Percent Cumulative Percent
Valid Quality 6 30.0 30.0 30.0
Price 2 10.0 10.0 40.0
Health
benefits
6 30.0 30.0 70.0
Premium
brand
6 30.0 30.0 100.0
Total 20 100.0 100.0
Table 11
The brand, quality and health benefits have got equal importance from the
respondents which shows that these three are essential factors of preferences.
purchasing areas
Frequency Percent Valid Percent Cumulative Percent
Valid Retailers 6 30.0 30.0 30.0

19INTERNATIONAL MARKETING RESEARCH
Tea
salons
8 40.0 40.0 70.0
Online
stores
6 30.0 30.0 100.0
Total 20 100.0 100.0
Table 12
The majority of the consumers have voted that they purchase their products for the
TWG boutique.
purchasing decision
Frequency Percent Valid Percent Cumulative Percent
Valid Fair
Trade
6 30.0 30.0 30.0
Organic 5 25.0 25.0 55.0
Eco
friendly
5 25.0 25.0 80.0
Rainfores
t Aware
4 20.0 20.0 100.0
Total 20 100.0 100.0
Table 13
Fair trade is the most significant factor in the purchasing decision closely followed by
organic nature of the products offered. Eco friendly product has got almost equal importance
compared to the first two choices.
Descriptive statistics
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
Varianc
e
Statisti
c
Statistic Statistic Statisti
c
Std.
Error
Statistic Statistic
Gender 20 1 2 1.60 .112 .503 .253
expenditure 20 1 4 2.30 .272 1.218 1.484

20INTERNATIONAL MARKETING RESEARCH
frequency 20 1 4 2.60 .169 .754 .568
Type 20 1 2 1.70 .105 .470 .221
Awareness 20 1 2 1.55 .114 .510 .261
Visit Frequency 20 1 3 2.05 .185 .826 .682
preferences 20 1 4 2.60 .275 1.231 1.516
purchasing areas 20 1 3 2.00 .178 .795 .632
purchasing
decision
20 1 4 2.35 .254 1.137 1.292
Valid N (listwise) 20
Table 14
Cross tabs
Expenditure* frequency
Crosstab
Count
frequency Total
1 2 3 4
expenditure 1 0 4 3 0 7
2 1 1 3 0 5
3 0 1 1 1 3
4 0 2 2 1 5
Total 1 8 9 2 20
Table 15
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 7.757a 9 .559
Likelihood Ratio 8.031 9 .531
Linear-by-Linear Association 1.208 1 .272

21INTERNATIONAL MARKETING RESEARCH
N of Valid Cases 20
a. 16 cells (100.0%) have expected count less than 5. The minimum expected count is .15.
Table 16
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .623 .559
Cramer's V .360 .559
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Table 17
Expenditure* Awareness
Crosstab
Count
Awareness Total
1 2
expenditure 1 2 5 7
2 2 3 5
3 1 2 3
4 4 1 5
Total 9 11 20
Table 18
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 3.454a 3 .327
Likelihood Ratio 3.597 3 .308
Linear-by-Linear Association 2.517 1 .113
N of Valid Cases 20
a. 8 cells (100.0%) have expected count less than 5. The minimum expected count is 1.35.
Table 19
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .416 .327
Cramer's V .416 .327

22INTERNATIONAL MARKETING RESEARCH
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Table 20
Expenditure*preferences
Crosstab
Count
preferences Total
1 2 3 4
expenditure 1 0 1 2 4 7
2 3 0 2 0 5
3 1 0 2 0 3
4 2 1 0 2 5
Total 6 2 6 6 20
Table 21
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 12.508a 9 .186
Likelihood Ratio 18.075 9 .034
Linear-by-Linear Association 1.730 1 .188
N of Valid Cases 20
a. 16 cells (100.0%) have expected count less than 5. The minimum expected count is .30.
Table 22
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .791 .186
Cramer's V .457 .186
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Table 23
Gender * frequency
Crosstab
Count
frequency Total
1 2 3 4

23INTERNATIONAL MARKETING RESEARCH
Gender 1 0 1 5 2 8
2 1 7 4 0 12
Total 1 8 9 2 20
Table 24
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 7.095a 3 .069
Likelihood Ratio 8.527 3 .036
Linear-by-Linear Association 6.465 1 .011
N of Valid Cases 20
a. 7 cells (87.5%) have expected count less than 5. The minimum expected count is .40.
Table 25
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .596 .069
Cramer's V .596 .069
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Table 26
Gender * Expenditure
Crosstab
Count
expenditure Total
1 2 3 4
Gender 1 3 2 1 2 8
2 4 3 2 3 12
Total 7 5 3 5 20
Table 27
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square .079a 3 .994
Likelihood Ratio .080 3 .994
Linear-by-Linear Association .022 1 .881
N of Valid Cases 20
a. 8 cells (100.0%) have expected count less than 5. The minimum expected count is 1.20.
Table 28

24INTERNATIONAL MARKETING RESEARCH
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .063 .994
Cramer's V .063 .994
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Table 29
Gender * Awareness
Crosstab
Count
Awareness Total
1 2
Gender 1 4 4 8
2 5 7 12
Total 9 11 20
Table 30
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square .135a 1 .714
Continuity Correctionb .000 1 1.000
Likelihood Ratio .135 1 .714
Fisher's Exact Test 1.000 .535
Linear-by-Linear
Association
.128 1 .721
N of Valid Cases 20
a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is 3.60.
b. Computed only for a 2x2 table
Table 31
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .082 .714
Cramer's V .082 .714
N of Valid Cases 20
a. Not assuming the null hypothesis.

25INTERNATIONAL MARKETING RESEARCH
b. Using the asymptotic standard error assuming the null hypothesis.
Table 32
Cross cultural consideration
Cross cultural consideration is a key factor when conducting the market research in
Pakistan. However, as the pretest questionnaire has been developed keeping in mind the
consumers in Singapore, considerable amount of changes will be have to made in the survey
questionnaire. Singapore is a developed country and Pakistan is an under developed country
so there has to be a difference in perception while availing a luxury product
(Nationmaster.com. 2018). Even though both the countries are largest consumers of tea, the
consumers are mainly dependent on local tea brands and Tapal which is a branded
organization having largest share in the market. However, affordability is one key factor
which differentiates the consumers in Pakistan and Singapore (Carbonara et al. 2017).
Moreover, the political instability is another factors that will have to be considered as
understanding of the government rules and regulations are important. The survey
questionnaire will have to be developed by considering the tea culture based on the different
geographic locations in Pakistan. Moreover, the consumers are not aware of TWG and lack of
knowledge regarding tea boutiques may be an issue for the company so the questionnaire will
have to be developed in a simpler way and provided them with premises for understanding
the purpose of the survey.
Conclusions and Recommendations
The analysis of the Singapore market and the Pakistan market, it has been seen other
their love for tea and its importance in the culture, every situation is different for both the

26INTERNATIONAL MARKETING RESEARCH
countries. Singapore is a developed country and Pakistan is an underdeveloped country so the
economy of Pakistan is weak. However, this provides the organization with the opportunity
of entering into this market and capitalize on the untapped consumers. The availability of the
cheap labors is a factor that will act in favor of the company. However, the organization will
face challenges in establishing due to the high taxes that the government imposes on
commodities and lack of infrastructure in the country.
Therefore, it is recommended that the organization should make sure that they
understand the target consumers and their needs in the Pakistan market. The different of tea
traditions will have to be analyzed and new products have to be launched based on these
traditional tea types so as to develop the niche market. TWG should also make sure to
understand the legal and political implications and settle all the disputes regarding importing
of goods to avoid unnecessary hindrances. The majority of the population is poor so it is
essential to select locations that are well developed and consist pf population that have a high
disposable income and the luxury to spend it on exclusive tea experience.

27INTERNATIONAL MARKETING RESEARCH
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