Introduction of Chinese iced tea drinks into the Spanish market

Abstract

Beverages’ main purpose is to hydrate and refresh our body; it can be drunk alone or in social gatherings. In fact, we normally ask for refreshing drinks such as carbonated and sugary drinks when we meet our friends or relatives, however, products such as iced tea beverages can also refresh us while taking care of our health and Spain lacks good quality iced tea drinks./nTea is original from China and according to (Macfarlane and Macfarlane 2004) tea it is the second most widely consumed beverage worldwide after water. Indeed, it is healthy and it has calming effects, even if it contains caffeine (sometimes called theine). In addition, it is appropriate for fighting against thirst in the Spanish summers. Therefore, my motivation for writing this paper came after feeling a lack of iced tea products in the Spanish market. This is why I believe in the introduction of the original Chinese ready to drink iced tea into our market./nWe considered Wahaha as the most feasible company because it is the drink leader company in China and it is already selling the product we want to introduce. In addition to it, Wahaha is already considering the entrance in the European market; therefore we are in charge for the Spanish region. At a personal level, the project will give life to the personal goal of introducing a product into our market and it will be the first occasion to fully apply the knowledge learnt during the undergraduate program./nIn this paper the idea of importing tea into the Spanish market is going to be studied. Therefore, we will first present the product and company to introduce, then we will analyze the context of the Spanish market and we will deep into the beverage industry./nFinally, we will develop the entry plan to explain the best way to introduce the tea drink into the specific Spanish market.

Estudi de mercat sobre la possible entrada de les begudes de te refrescant xinés a l'estat espanyol. El treball analitza com introduir el te fred a través de l'exemple de Wahaha, empresa gegant del sector de begudes xinés. En primera instància, s'estudia el producte a introduir i les diferències entre aquest i les versions dels intents anteriors, posteriorment s'analitza tant el context del mercat de les begudes no alcohòliques com el comportament del consumidor espanyol i finalment es plantyeja un possible pla de comercialització en referència al context esmentat.

Estudio de mercado sobre la posible entrada de una bebida de te refrescante de origen chino en el estado expañol. El proyecto analiza como introducir el té frío a través del ejemplo de Wahaha, empresa gigante del sector de bebidas en el mercado chino. En primera instancia , se estudia el producto a introducir y las principales diferencias entre éste y las versiones de los intentos anteriores, posteriormente se analiza tanto el contexto del mercado de las bebidas no alcohólicas como el comportamiento del consumidor español. Finalmente, se plantea un posible plan de comercialización acorde con el contexto comentado.