TEA ZONE

Global Challenge : Tea Zone

Submitted to Submitted By
Mahmud Habib Zaman
Nazmus Shakib (zr-77)
Muhit Shahnewaz (zr-80
Guest Faculty
Omar Ishmum (zr-84)
Meftahul Hasan (zr-91)
Ahmed MostAfa (zr-93)
Group
color : GREY Zishan Mahmud (zr-106
 Our Business
Tea Menu
A Global Chain Tea Stall
Idea?
Offering Variety of Tea from all
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Seven layer tea
Turkish tea
Green tea
over the World
Herbal tea
Positioning Ourselves as a one-
stop solution for all kinds of Tea
Coming up as the prime place for
social interaction with friends,
family or business associates
 Why this
Tea Menu
idea? Tea adda or"Tea Room"
Zone
The concept of took
Seven layer tea center stage in our country for many years, with
Turkish tea discussions on life, society and politics happening
Green tea over tea. It was a place that brought together the
Herbal tea young and old, rich and not-so-well to do. This whole
scenario is common in all countries where the social
norm is on high context just like us.

But somewhere along the line, this rich heritage of

tea room is lost andTeatook a backseat - taken over
by the multinational coffee chains, suddenly tea was
no longer the beverage that we bonded over. That is
where we come in.
While coming up with the idea, we tried
to find out which countries consume
more Tea. Here is the result:
Tea Menu

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Seven layer tea
Turkish tea
Green tea So, where do we
Herbal tea
want to implement
the idea?
UAE: The Pearl of Gulf
UAE At a glance UAE At a glance
Country name: United Arab Emirates
Government type: constitutional monarchy
Area (km): 83,600
Climate: subtropical-arid
Capital: Abu Dhabi
Population: 9,157,000 (July 2015 estimate)
Population density: 109/km
Major urban areas: Abu Dhabi (2.7 million);
Dubai (2.5 million); Sharjah (1.4 million)
UAE At a glance UAE At a glance
Ethnic groups:
Emirati 16.6%, other Arabs 23%, 42.3% Asians (subcontinent),
12.1% other Asians, 6% other expatriates.
Only around 16.6% of the population is comprised of UAE
nationals,

Languages:
Arabic (official language)
English, while Hindu, Urdu, and other South Asian languages are
widely spoken.

Religions: Muslim 76%, Christian 9%, other 15% (2007

estimate).
Islam is the official state religion.
UAE At a glance UAE At abillion
GDP: 641.9 glance USD (PPP) (2015)
GDP per capita: 67,000 USD (2015 estimate)
Unemployment rate: 3.6% (2014)
Mercer Cost of Living Index 2015:Dubai (23),Abu
Dhabi (33)

Human Development Index 2014: 0.835 (ranked

41st)
Currency: UAE Dirham (. / AED)
Time zone: GST (UTC + 04:00)
Compatibility of our business in UAE Compatibility of our business
in UAE
One of the highest tea consumers
in the whole world:
tea is a part of Arab heritage.
a big part of UAE population is constituted by
Asian immigrants, who has a known
inclination towards Tea as a regular drink.

Abundance of Raw Material Tea:

The UAE is the worlds No.1 re-exporter of
tea, (the Ministry of Foreign Trade of UAE.)
tea re-export market share being valued at
around $48 million in 2011.
Compatibility of our business in UAE Compatibility of our business
in UAE
Perfect country for FDI:
the second largest FDI recipient in the West
Asia region. (UNCTAD,2015)
Not directly taxing corporations (apart from oil,

banking and insurance sectors) and individuals.

No exchange control & No constraint on
repatriation of funds.
solid and profitable banking sector and
favorable regulations for foreign investments.
geographically potential platform to influence
the Gulf, Iran, Asia and the Middle-East.
has a cheap foreign labor force, very good
transport and production infrastructures and
access to low-cost energy.
Compatibility of our business in UAE Compatibility of our business
in UAE
Geographical Location:
The United Arab Emirates is located in the

heart of the crossroads of the trade

routes of East and West, Europe and Asia.

modern sea and air transport

companies,

ports and airports are connected with all

the leading international transport

hubs.
Tea Menu
NEED GAP ANALYSIS

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Seven layer tea
Turkish tea
Green tea
Most cafes do not specialize in tea blends
from all around the world. They offer blends
Herbal tea from only a few countries, mostly India.

Most cafes are one-off, upscale restaurants

that only offer premium products.

No standardized offerings that are widely

available
Strengths
International Local Chains Informal
My Company Chains of of Local
Strengths Caffeinated Caffeinated Vendors
Substitutes Substitutes
Multiple
What are your Customize Premium Brand
Established
Business d Value Affordable
Brand Value
advantages? Product
Variants
Unique Tea
Experience
Reliability Traditional

What are your Gahwa and
Premium Tea
core Coffee and Other Quality Servings Other
Supply Due to
competencies? Caffeinated Beverage
Benefits of the
Beverages Servings
Location

Where are you Traditional

making Premium Beverage Fused Beverage

the most Servings Beverages s
money?

Global
What are you Maintaining Standardizati Quality Keeping
doing Variation on Manageme Affordabl
well? Purity Quality nt e
Management
Weaknesses
Internationa Local Chains of Informal
Weakness My l Chains of Caffeinated Local
es Company Caffeinated Substitutes Vendors
Substitutes
Premium
Coffee and
Premium Other
Uniqueness
What areas Coffee and Traditional Caffeinated
Specialized and
are you Other and local Products
Customized
avoiding? Caffeinated Products Specialized
Variants
Products and
Customized
Variants
Specialized
Chefs for
Product Technological
Where do
Variations Local Global Supply Support
you lack
Financial Collaboration Management Financial
resources?
Constraints Constraints
Local
Constraints
New in the
What needs Local Overall
Market ProductStandardiza
improvemen Customizatio Standardizatio
Market tion
t? n n
Penetrations
opportunities
International Local Chains Informal
Opportuniti
My Company Chains of of Local
es Caffeinated Caffeinated Vendors
Substitutes Substitutes
Popularity of Popularity of Popularity of
Tea is a Popular
Any Caffeinated Caffeinated Caffeinated
Beverage
beneficial Products are Products are Products are
compared to
trends? ever on the ever on the ever on the
Coffee
rise rise rise
Premium
Variant Tea Caffeinated
Fused
Beverages Beverage Sole Traditional
Niches that Standards of
Sub- Market Caffeinated
competitors Global and
continental International Beverage
are missing? Traditional
Immigrants Trends and Market
Market
Market Global
Standards
Changing Changing Changing
Tastes Tastes Tastes
Changing trend Changing trend Changing trend
New needs of Changing
towards sub- towards sub- towards sub-
customers? Tastes
continental continental continental
Beverage Beverage Beverage
Variances Variances Variances
threats
International
Local Chains
Chains of
Threats My Company
Caffeinated
of Caffeinated
Informal Local
Substitutes
Substitutes Vendors

Proper
Obstacles to Positioning International
Local Rivalry Local Rivalry
overcome? Creating the Rivalry
New Trend

Local Chains of
Aggressive Internal Rivalry
Caffeinated My Company None
competitors? among Chains
Substitutes

Government
Mediocre Mediocre Low Low
regulation?

Changing Changing Changing

New Business Business Business Business
Vulnerabilitie Threat to Conditions Conditions Conditions
s? Potential Threat to Threat to Threat to
Terrorism Potential Potential Potential
Terrorism Terrorism Terrorism
Tea Menu
OUR COMPANY
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Seven layer tea
Turkish tea
Green tea
MISSION: To provide customers with an
affordable and enjoyable experience of
Herbal tea
different blends of tea from all over the
world

VISION: Tea Zone wants to take the

culture of tea drinking from Eastern part
of the world and present it worldwide as
a substitute for coffee and other
caffeinated products to people of all
generations.
Tea Menu
COMPANY TYPE
Zone
The company will be a profit based
Seven layer tea
Turkish tea
partnership
Green tea
Herbal tea whereby its primary aim is to work for
gaining the profit for the partners with
providing a unique value proposition
towards the customer with keeping the
best interest for customers and
stakeholders in mind.

All profits will be shared among the

partners and investors (if there Are
any).
TEA Zone BUSINESS MODEL CANVAS
 OUR MENU
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Tea MARKETING
Menu
STRATEGY
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Seven layer tea
Turkish tea
Green tea
Herbal tea Target Group 1: Asian
Immigrants

BTL Activities

Discount Scheme

Free Trials and Contests

Tea Menu
MARKETING
Zone
Seven layer tea STRATEGY
Turkish tea
Green tea
Herbal tea
Target Group 2: Arab
Community

ATL Activities: Billboards

Customer Loyalty

Incentives: Sponsoring Local

Events
Tea Menu
MARKETING
Zone



Seven layer tea
Turkish tea
Green tea
STRATEGY
Herbal tea Target Group 3: Tourists

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THAN
K YOU