Assuming, Elixir is a fresh brewed tea based drink company that are planning to open the production and the first store in Singapore.
There are 6 main products that are plan to be produce and each tea products have different usage.
1. Green tea & lychee for glowing skin which consist of bird nest, chia seed, aloe vera and lychee fruit.
2. Black tea and passion fruit for clean digestive system which consist of bird nest, chia seed, mango agar and goji berry.
3. Earl grey & Honey for nourish body which consist of bird nest, chia seed, goji berry and kolang kaling.
4. Winter melon tea to get soothed which consist of bird nest, chia seeds, grass jelly and snow fungus.
5. Citron tea & honey to get refreshed which consist of bird nest, chia seed, barley and organic peels.
6. Beet root & berry tea for anti oxidant, good for skin especially for pregnant woman to help in developing unborn child which consist of bird nest, chia seed, strawberry, beet jelly and cranberry bits.
You are required to carried out a research and plan regarding the following:
1. Segmentation, Targeting and Positioning
1.1 Market segmentation [ + 2 pages]
1.2 Targeting [+ 1 page]
1.2.1 Target market definition
1.2.2 Size of target market
1.3 Positioning
1.3.1 Positioning map [ + 1 pages]
1.3.1.1 Primary target market perceptual map
1.3.1.2 Secondary target market perceptual map
1.3.2 Tea Industry & Competition analysis [Consider of Skinnymint, Bootea and Fit tea as your competitor, analyse what they are doing] [ + 2 pages]
2. Market analysis
2.1 S.W.O.T matrix analysis [ + 1 pages]
2.2 Porters Five Forces analysis [ + 2 pages]
2.2.1 Supplier power
2.2.2 Buyer power
2.2.3 Threat of new entry
2.2.4 Threat of substitution
2.2.5 Competitive rivalry
2.2.6 Conclusion
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