tea company in the state of Sabah Malaysia

MARKETING

Marketing 1
Contents
Sabah Tea- 7Ps........................................................................................................... 2
SWOT Analysis.......................................................................................................... 3
Advertising Campaign Analysis...................................................................................... 3
Social Media Audit Analysis.......................................................................................... 5
Customer segmentation................................................................................................. 7
Competitor Analysis.................................................................................................... 7
References................................................................................................................ 9

Marketing 2
Sabah Tea- 7Ps
Product: Sabah Tea is a major tea company in the state of Sabah, Malaysia. Tea is the product
of Sabah Tea. Sabah’s tea is carefully harvested and is 100% free of pesticide. The tea is
protected to make sure its quality of origin and leaves are free from the substances of
chemicals. The company offers eight different tea packaging such as Tantalizing Tongkat Ali,
Pacifying Pandan, Amazing Agarwood, Glamorous Geranium, Classical Cinnamon, Guardian
Ginger Tea, Magnificent ‘Misai Kucing’ and Lovely Lemongrass.
Price: Sabah tea charges from $2.25 to $35.60 for the different types of tea and packaging.
People worldwide are ready to pay for the authentic taste of Sabah tea. Being one of the top
brands, Sabah makes use of a premium pricing strategy. When it comes to expanding in new
nations, Sabah makes use of the competitive pricing strategy in order to maintain a position in
the highly competitive market.
Place: Sabah tea can be purchased from the stores. The variants of the tea are also available
online, therefore they can be purchased from there. Sabah is having operations in Malaysia
and export tea to other nations. The company targets to the current customer segment through
the present marketing strategy.
Promotion: Sabah tea aims to target thousands of tea drinkers worldwide. The company has
established itself as a heritage brand. Sabah tea advertises on the TV with different taglines.
The innovative emotional marketing factor is also commonly used by Sabah tea for the
promotion (Aichner, Forza and Trentin, 2017). The traditional channels used by the company
for the promotion comprise Tv, newspapers, online ads, and other print media channels.
Sabah is also having high social media outreach and for more brand visibility, it uses Twitter,
Facebook, Instagram, and YouTube.
People: The key person of Sabah tea are;
 Sabah Tea Sdn Bhd
 Tea Sdn Bhd
 Goh Mung Chwe- Managing director
Process: Sabah tea operates majorly through exporting in foreign nations. Sabah has attained
popularity from the years for exporting to the domestic and foreign nations. The operations of
Sabah in Malaysia comprise licensed retail stores and online websites.

Marketing 3
Physical Evidence: The packaging is done in a professional manner in order to please
customers. The company provides information on its products. The logo of Sabah tea features
tea leaves.
SWOT Analysis
Strengths:
 Sabah tea offers an extensive range of products available in three variants
 The company offers an enormous contribution towards social responsibility which has
enhanced its brand image.
 Sabah is the only organic tea farm in Borneo and one of the few worldwide
(Tomczak, Reinecke and Kuss, 2018).
Weakness:
 Sabah tea is famous in Malaysia but has not attained any popularity worldwide.
 Sabah Tea is having intense competition in the market which restricts the market
share of the company (Briggs, et al. 2017).
Opportunities:
 Sabah tea has attained the opportunity to live up to its ethical business structure.
 The company can attain an opportunity of increasing its market share in foreign
nations.
 Sabah tea can go for the tie-ups to promote the sale of the tea (Griggs, 2017).
Threats:
 The rate of tea consumers is declining. As people tend to go for other healthy options
such as smoothie and juices.
 Changing preferences of the customers can reduce the share of Sabah tea. Whereas
the company believes in offering its authentic taste (Fomeni, 2018).
 The price wars can also be a concern. The company might need to reduce its prices or
provide some kind of offers to the customers.