In Taiwan the geography, climax and
environment are suitable for growing tea plants. Delicate agricultural planting
techniques and exquisite tea making skills have allowed Taiwan tea to stand in
world arena as early as more than one hundred year ago. The whole world knows
that Taiwan has very excellent and high economical value tea products like
Oolong tea, Oriental Beauty tea, and Paochong tea, etc. However, until today
Taiwan tea still doesnít have international famous brand. England, France and
USA donít grow tea leaves, but they all can create world famous tea brand, of
which main products are in tea bag types.
The study would look into brand
constructing process of a case company, TWA Tea, to study and analyze how TWG
Tea successfully broke the traditional constraint with innovation thoughts to
establish new business model and lock in high consumption groups, creating a
luxurious tea brand. The study would also deconstruct TWA tea model in
strategic positioning, cost, organization, process flow, aesthetics, and brand,
etc., thus such successful experience can reflect on Taiwan tea innovation to
expand to the entire world, hoping to create golden opportunity for Taiwan tea
industry once more.
Tea bag, Strategic positioning, Brand construction,
Innovation diffusion, Aesthetics.