WRIT 1002 - Clipper Tea Proposal Report: Spring/Summer 2019

This report is a proposal for introducing Clipper Tea to the international market, specifically targeting the Sri Lankan market. It begins with an introduction and proceeds with a market analysis, identifying gaps and outlining strategies for success. The report details the strategic goals, including the company's mission, vision, and values, and provides a background on Clipper Tea products, particularly the green tea variant. The market analysis covers segmentation, profit realization, and strategies to cover identified gaps. The report also includes a section on product background, highlighting Clipper Tea's history and the health benefits of green tea. The conclusion recommends launching Clipper Tea in Sri Lanka due to its strong tea market, concluding that international investment can lead to growth and success.

Running Head: Proposal 0
Proposal
Report
Student name

Proposal 1
Table of Contents
Introduction.................................................................................................................................................1
Market analysis...........................................................................................................................................1
Strategic goals.............................................................................................................................................4
Product background....................................................................................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................5

Proposal 2
Introduction
In the international market, various factors make a huge impact on the business of any product
of an organization. There are various factors to make a huge business with the help of marketing plans
for a product in the international market. This report will provide details about clipper tea products and
selling of this product in the international market. In this report, a market analysis will describe the
products and their impact on the business of the organization. It will also explain about the product
background and vision, mission and values of the product.
Market analysis
Market analysis is necessary to identify the gap between an organizations potential and its
actual standing in the marketplace. There are three steps for finding the gap, which areas:
 Finding the gaps
 Narrowing down on key variables
 Implementing a strategy to cover the gap
Source: (Bhasin, 2019)

Proposal 3
Clipper tea is a well-known product is an industry and it is famous because of the quality of the
product. In addition, this product is available online and offline in the market, which is a good thing
about the product.
The first step is finding the gaps in this process. It is necessary to know about market
segmentation. The company should know about the target customers of their product, which is better
for the business. There are many advantages to it, as it can provide a competitive advantage to the
company. It is necessary to find actual profit realization. It provides better ways to design strategic plans
for that product.
Source: (HKTDC, 2019)
The second step is making those gap lesser to increase profit from that product. Clipper tea is
the best product and it is highly used in the present market and there are some places, where people are
lesser interested in this product because of its prices and quality (Hill, 2008).

Proposal 4
Source: (HKTDC, 2019)
However, pricing depends on the various factors, which are raw material cost, transportation
cost, taxes, and duties. Therefore, it is necessary to consider all the things properly and provide that
product at minimum cost and profit to the customer to know about the product (Cross, Belich, &
Rudelius, 2015).
Source: (HKTDC, 2019)

Proposal 5
There are various strategies can implement to cover the gap, which areas:
 Customer oriented strategy: the company should consider customers focus on their
product, which can be created by good quality and availability of the products, such as
loyalty, better services, and others.
 Operations oriented strategy: there are some gaps found out in the few operations of
the company, which are manufacturing, pricing, and costing. Therefore, the company
will look to cover the gaps in those operations to get high profit.
 Product-oriented strategy: sometime a gap may exist in the product. Therefore,
customers do not purchase the product the second time. It happens because of the
design, quality, and quantity of the product. Clipper tea is a good product and it is
available in a good pack as per the customer’s requirements.
Strategic goals
According to (Anderson, Narus, & Narayandas, 2009), business is based on the marketing of the
products and company as well. Therefore, it is necessary to create proper missions, vision, and values in
the marketplace.
Missions: the company will launch the product in Sri Lanka, as the Sri Lankan market has a good
competition but it can provide good benefits to the product because of reputation in the international
market. Company will provide clipper tea to the supermarkets and local vendors with the help of
distributors.
Vision: make a good image in the international market with high profit as well.
Values: the company will provide good quality in its products and it will return a high profit to the
company. It is necessary to create different values in the market, which makes huge benefits for the
company.
Based on (Cacciolatti & Lee, 2016), the company should find its capabilities for the international
market and create such types of market strategies to grab the market. In addition, the company can use
business intelligence using big data and other technologies (Chen, Chiang, & Storey, 2012).

Proposal 6
Product background
Clipper tea is highly used in the UK and it is a good product for tea lovers. The company has
worked in this industry for more than 100 years. In addition, green clipper tea is the best product for the
company. Health conscious people are highly demanding this product, as green tea is having many
benefits for health. In addition, there are many good things about this product, which makes an impact
on the youth of the new generation. (Clipper, 2019)
According to (Clipper-Teas, 2019), green tea contains caffeine, which is good for mental health
as well. Therefore, a company should create a proper market analysis to find the gap and remove those
using proper marketing strategies. Furthermore, clipper green tea is a health-related product as well.
Therefore, it can be suggested to patients through doctors. It makes a good impact on the profit of the
company.
Conclusion
It is concluded that clipper green tea is a good product and it can be launched in the Sri Lankan
market to get more profit and benefits. However, the Sri Lankan market is highly famous for the export
of tea. In addition, tea is a basic need of people of all ages excluding children. The company can target
those people, which is highly used tea and have a good economic life.
Clipper tea is a good company and its products are also good. Therefore, it can be implemented
in the international market.
Finally, it has concluded that the company should invest in the international market for more
profit and a good image in the international market. It will provide more growth and success to the
company in the future.

Proposal 7
References
Anderson, J. C., Narus, J. A., & Narayandas, D. (2009). Business market management: Understanding,
creating, and delivering value. (1 ed.). London: Pearson Prentice Hall.
Bhasin, H. (2019, April 17). Process of Gap analysis. Retrieved from marketing91.com:
https://www.marketing91.com/process-gap-analysis/
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm
performance: The moderating role of market orientation, marketing strategy and organisational
power. Journal of Business Research, 69(12), 5597-5610.
Chen, H., Chiang, R., & Storey, V. (2012). Business intelligence and analytics: from big data to big impact.
MIS quarterly, 1165-1188. doi:DOI: 10.2307/41703503
Clipper. (2019). Our Story. Retrieved February 21, 2019, from https://www.clipper-teas.com/our-story/
Clipper-Teas. (2019). Does Green Tea Contain Caffeine? Retrieved March 3, 2019, from
https://www.clipper-teas.com/the-green-room/tea-love/does-green-tea-contain-caffeine-2/
Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market segmentation: An
exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual
Conference (pp. 531-536). Springer.
Hill, C. (2008). International business: Competing in the global market place. . Strategic Direction, 24(9),
1-15.
HKTDC. (2019). Sri Lanka: Market Profile. Retrieved from http://emerging-markets-research.hktdc.com:
http://emerging-markets-research.hktdc.com/business-news/article/Asia/Sri-Lanka-Market-
Profile/mp/en/1/1X000000/1X09X08S.htm