Marketing Strategy for D J Miles and Co Ltd to Penetrate a New Coffee and Tea Market - Case Study Example

Marketing Plan for D J Miles & Co Ltd Table of Contents Marketing Plan for D J Miles & Co Ltd 1 1.Introduction 8 D J Miles & Co Ltd is a coffee and tea merchant that is based in Somerset. The company’s business is roasting and blending of tea and coffee and selling it to the customers. Since its formal establishment 25 years ago, the company has specialized in selling its products in South West of England. The company intends to establish a new niche in North West of England that focuses on the youth of ages between 25 and 34 years. It is an area that has characterized by both rural and urban environments. 8 The majority of the people living in these areas are youths, mainly contributed by 14 universities and other education institutions that focus on youths. 8 The existing coffee and tea brands from other companies such as Devonshier, Dorset and Yorkshier are generally made for general population. D. J and Miles have wide knowledge and experience in branding of tea and coffee and definitely know the right combination of brands that will perfectly suit the youths. With this set up, North West England is an ideal business niche for D J and Miles for sales of coffee and tea brands that focus on the youth. 8 The strategy entails blending new products and promoting them through youth friendly means such as print and electronic media and associating the products with academics. 8 The distribution system shall consist of two levels; The first one company’s which takes the goods to the factory head office at Porlock to Manchester and Manchester city and a second one which involves contracted distributors. The entire process shall be implemented in three phases, 9 i.Design of the product and distribution system. 9 ii.Marketing through media and distributors and 9 iii.Associating the product with academic through use of Power Ambassadors. 9 Every stage of project implementation cautiously and evaluated later on to ensure that everything sticks to the plan. 9 2.Terms of Reference 9 This report aims to come up with a strategy that will help D J Miles &Co Ltd to penetrate a new coffee and tea market in North West England. The target market is of youth between 25 and 34 years. 9 3.Executive Summary 10 D J Miles & Co Ltd is a company that specializes in sale of coffee and tea. 10 For a long period, the company has specialized in selling its products in South West of England while most of the customers are adults of age 35 years and above. 10 Power Coffee and Power Tea are new products that the company intends to develop. These products shall be sold in North West of England, where the majority of the people are the youths. . The market is supported by high population of youth students 10 The company shall use a comprehensive marketing strategy that shall ensure that the products are developed and popularized in a manner that shall capture the attention of the youths. The company shall use the concept of research which showed that right amount of caffeine increases the mental concentration of individuals 10 4.Business Mission 10 The mission of the company is “A family run business, our expertise in tasting, blending and roasting shines through all our products and it's this artisan approach that gives Miles its distinguishing taste” 10 5.External and Internal Marketing Audit 10 Coffee and Tea have a very wide market in North West England. Majority of the people who uses these products are adults above 35 years. 12 13 From the pie Chart, it is clear that tea and coffee are still the most preferred drinks in England. Though there the population of the youth taking coffee and tea is less, this population would easily appreciate our products if the appropriate brand and marketing strategies are established that will cater for the needs of these population. Our marketing strategy to the youth is based on the following facts: 13 Most youths are in either in high schools, colleges or in campus 13 Concentration is a key thing that is required in leaning environment. Further research has shown that Coffee and Tea have the right amount of caffeine that is able to keep the user in the right state of health. (Roland, & Jessica, 2011, p. 113). 13 Research has caffeine increases the level of concentration across all ages (Patrick, 2007, p. 16). However, the amount of caffeine taken needs to be of right quantity since too much of it might affect the health of the user. 13 6.SWOT Analysis 14 D J & Miles Co. Ltd has a history of innovative brands for a long period of time. It shall therefore be possible to come up with a brand that suits the youth. 14 Our distribution system is not as effective as that of Devonshier who have outsourced their distribution to local communities. 14 The ingredients of our brands are not as effective as advanced as those of Dorset Company. Dorset blends Kenyan, Indian and Ceylon tea and coffee which are considered to be the best in the world. However, due to this the prices of their products are higher than ours. 14 Youths prefer drinks that have flavors and are easy to make. By coming up with instant blended and favored brand coffee and Tea, it shall definitely be possible to convince the youths. This will definitely change the old notion that only the old people are interested in taking coffee and tea. 14 The number of youths taking coffee and tea has been depreciating over the years with most youths preferring other forms of drinks such as chocolate, soda and other ready drinks. 14 7.Core Strategy 15 Research shows that the reason why coffee and tea industries have remained relevant over the years is because there have been periodic improvement of the brands. In case of D J & Mills Co. Ltd, it started with a single brand which was not even blended. However, over the years all the companies that deal with these products have specialized products that meets the needs of variety of customers. 15 To capture the attention of the youth, we shall develop two high level blends; one for coffee and the other for tea. 15 The blends shall be known as Power coffee and Power tea respectively. Power Tea shall be consisting of blending Superior Black Tea and London Fruit and Herbal Company 20 Lemon & Lime Teabag with addition of milk and sugar in right quantities. 15 Power Coffee shall be made using Kenyan coffee and ingredients of Cream Syrup. The main aim in the design of these blends is to come up with drinks that not only have the right quantity of caffeine but also offers a balanced diet. 15 These blends shall be made specifically for the youths aged between 25 – 34 years. Therefore, we shall come up with brands of coffee and tea that have been further blended with sugar, milk, preservatives. 15 Packaging shall then be done in stylish bags that reflect the youths. As part of the advertisement and collaboration with the youth, we shall design the products in university of Liverpool, the most highly populated university in North West England. 16 We shall focus on a distribution system that not only focuses on the availability of our products in every part of North West England but also one that offers job opportunities to the highly populated area. To the local areas, we shall integrate sales and distribution into one team. We shall employ a network of local people who shall be paid on commission bases based on area of distribution and the number of sales they make. 16 Our initial plan is to let our distributors to only pay for what they have managed to sell in the market. We project that our market shall increase steadily and therefore after 6 months we shall require that our distributors to own the chain of distribution while we only control and create good relationship among them. This way, we shall instill a sense of ownership to them and further make them to have them come up with their own innovative ways of distributing the products. 16 The print and electronic media are very powerful form of advertisement shall be part of our big marketing plan (Asgari, Ahmad, & Gurrib 2010, p.69). Through Will Hill Television, we shall start an interactive educational research show in the name of Power Brain which will popularize our Power Coffee and Power Tea. We have identified that academic documentations are not popular in Media. We therefore want to come with a show that shall capture the attention of academia by exploring the efforts done by researchers. This will definitely be a moving show for students especially the majority youth in campus. It is through this program that we shall popularize Mills products. 16 According to Whitelock (2002, p. 345), internet is powerful tool of communication that is able to reach very many youths. 17 17 Many youths are aware of internet use and therefore this technology would be adequate to greatly improve our marketing strategy. We shall use this technology to market our new and old products. Through explaining of how caffeine helps in improving the mind concentration in school, we shall come up with a team of high performing student markets that shall be ambassador of Power Coffee and Power tea. We intend to use internet in the following ways:- 17 Using our already established website www.djmiles.co.uk , we shall add Power Coffee and Power Tea products with detailed description of their formulation with a detailed explanation of why they are the right drinks for anyone intending to improve concentration. 18 Through our Facebook and Twitter accounts we shall periodically update our customer on our brand and the Power Brain television show. 19 We shall engage ourselves in youth friendly activities features in Facebook and Twitter such as birthday wishes, wall post contributions etc. 20 We shall hire a team of five members three of which have been working on our website and Facebook account and twitter accounts to implement these strategies within two months. The other two members of the group shall be fresh IT graduates whose role is to integrate the needs of the company with the interests of the youth in relation to social site media. 20 We shall continue using British Food Magazine and Exmoor Visitor Magazine to popularize our new and old products. All the universities in North West England produce magazines at least twice in a semester. We shall engage our team of to use these magazines to advertise our new products. 20 Our new youth friendly products shall be Power Coffee and Power tea. These products shall be designed within two weeks through by blend expert from Mill and Food and Science department in Liverpool University. The blend shall include additional of right amount of flavors, milk and sugar so as to come with a unique blend that shall be able to compete with other soft drinks like sodas and energy drinks. 20 The products main promotion shall be done through a chain of locally contracted distributers that shall be paid on commission. A computerized database of all our retailers and distributers shall be developed. The retailers in all the villages and major towns will be required to offer display of our products in a manner that the customers can easily identify them. This way they shall be able to put a lot of effort in selling the products. Concurrently, a new educational program called the Power Brain shall run on Will Hill television with the aim of promoting education and our products. Within two months we shall recruit Power Ambassadors whose role shall be to popularize our products to the youths. 20 The price of our products shall largely be determined by the ingredients that shall be used to make Power Coffee and Power tea. However, based on our vast experience in blending, we are sure of coming up a low price commodity that meets our customer’s needs. We shall integrate the distribution and sales team in our initial plan whereby we shall only allow retailers to pay for what they have managed to sell to consumers. After six months we shall switch the system to that which retailers through distributors make their orders upon payment of those products. We shall further maintain sale of our products online to ensure timely delivery of these products to our online customers. 21 To promote the sale of our product, we shall in every campus identify a suitable place and establish Miles Tea & Coffee restaurant whose main focus shall be to sell our new products. The head office of the company shall remain in Porlock, Somerset where an additional line of production for roasting and packing tea and coffee shall be established. Two direct internal distributions to link the North Western England shall be established at Liverpool and Manchester Cities. From Manchester and Liverpool and to the rest of West England, the distribution shall be done by team of well-coordinated contractors who shall be paid on commission. 21 8.Organization and Implementation 22 Rowold, (2011, p.633) observes that for any kind of business plan to be effective, it must be properly organized and coordinated. In this case, the implementation of the entire project shall take place in three major phases. 22 In the first phase, the company shall determine the correct blends of coffee and tea to suit the youth population in this region. At the same time contract distributers shall be established and trained and the internal distribution system properly organized. This phase will cost 25000 pounds. 22 The second phase shall be effected once the blend has been established on the third month of the project. In this phase, a new line of blending coffee and tea shall be designed and its operation starts immediately. At the same time, the Power Brain show shall start running on Will Hill Television. The advertisement in the Print and electronic medias shall also be done. This phase will cost the company 15000 pounds. 22 The third phase shall start on the eight month from the initiation of the project. At this point, a big population of our customers shall be aware of our products. We shall be aware of the distribution system and the average sales done in a day. It is at this point that we shall nominate the Power brand ambassadors whose role shall be to market the products to the youth. At the same time, we shall start engaging in friendly youth activities with the aim of creating greater bonds between our customers and the company. This Phase will cost 10000 pounds. 22 9.Control 23 At every stage of our process we shall have evaluation procedures to monitor the progress of our plan. We shall involve the following four steps and deploy a mechanism that ensures that they coordinated and interrelates. We shall use the following monitoring and evaluation model to control our progress 23 23 i.In the first phase, the objective shall be to come up with the right blends and distribution system. In this case, we shall monitor our progress through regularly evaluating the time frame against the set deadlines. 23 ii.Where the deadlines have passed, we shall need to use clash programs while at the same time maintaining the quality of work that we shall be doing at this stage. 23 iii.We shall adequately prepare the procedures and the personnel to ensure that every stage runs smoothly. This preparation shall be through availing the resources in time and making necessary arrangements in time. 23 iv.After completion of every phase we shall engage team of experts to carry out survey on through interviewing our customers and determining the exact development on the number of sales made. This way we shall be able to monitor our progress. 24 10.Conclusion 24 It is possible for D J & Miles company to come up with establish a new market in North West England. Due to its vast experience and the organization of the strategy in this report, it will definitely be able to firmly establish itself in 12 Months. This report draws a procedure to be followed in order to establish a new Coffee and Tea market in North West England. The report looks on the business the entire business environment that shall support the success smooth entry of the company’s new products in the new market. 24 References 25 1. Introduction D J Miles & Co Ltd is a coffee and tea merchant that is based in Somerset. The company’s business is roasting and blending of tea and coffee and selling it to the customers. Since its formal establishment 25 years ago, the company has specialized in selling its products in South West of England. The company intends to establish a new niche in North West of England that focuses on the youth of ages between 25 and 34 years. It is an area that has characterized by both rural and urban environments. The majority of the people living in these areas are youths, mainly contributed by 14 universities and other education institutions that focus on youths. The existing coffee and tea brands from other companies such as Devonshier, Dorset and Yorkshier are generally made for general population. D. J and Miles have wide knowledge and experience in branding of tea and coffee and definitely know the right combination of brands that will perfectly suit the youths. With this set up, North West England is an ideal business niche for D J and Miles for sales of coffee and tea brands that focus on the youth. The strategy entails blending new products and promoting them through youth friendly means such as print and electronic media and associating the products with academics. The distribution system shall consist of two levels; The first one company’s which takes the goods to the factory head office at Porlock to Manchester and Manchester city and a second one which involves contracted distributors. The entire process shall be implemented in three phases, i. Design of the product and distribution system. ii. Marketing through media and distributors and iii. Associating the product with academic through use of Power Ambassadors. Every stage of project implementation cautiously and evaluated later on to ensure that everything sticks to the plan. 2. Terms of Reference This report aims to come up with a strategy that will help D J Miles &Co Ltd to penetrate a new coffee and tea market in North West England. The target market is of youth between 25 and 34 years. 3. Executive Summary D J Miles & Co Ltd is a company that specializes in sale of coffee and tea. For a long period, the company has specialized in selling its products in South West of England while most of the customers are adults of age 35 years and above. Power Coffee and Power Tea are new products that the company intends to develop. These products shall be sold in North West of England, where the majority of the people are the youths. . The market is supported by high population of youth students The company shall use a comprehensive marketing strategy that shall ensure that the products are developed and popularized in a manner that shall capture the attention of the youths. The company shall use the concept of research which showed that right amount of caffeine increases the mental concentration of individuals 4. Business Mission The mission of the company is “A family run business, our expertise in tasting, blending and roasting shines through all our products and it's this artisan approach that gives Miles its distinguishing taste” 5. External and Internal Marketing Audit a. Microenvironment D J & Miles Co. Ltd has over the years have continuously grown and penetrated through the market of South West England. In the recent years, it has advanced its technology to produce a variety of tea and coffee brands which is cheaper when compared to that of other companies. The company has already established variety of blends for coffee which include fresh ground coffee, fresh coffee beans, instant coffee and coffee Syrups. In addition, it has also identified a variety of tea which includes traditional tea bags, traditional leaf tea, Speciality leaf tea, Speciality tea bags, fruit and herbal tea bags and flower tea. With this wide branding knowledge, this company definitely has both technological and managerial characteristics of establishing a new market. Therefore, the company has more than enough potential to establish its products in North West England. All that is needed is to create a brand that is capable of attracting the youths who are the majority in this region, then establish an appropriate chain of distributing and selling the products. b. Macro environment North West England is one of the most populated areas in the world (Gary, Tage, & Per 2004, p.646)). The government and the politicians are in an effort to see that this population is empowered to either get employed or be able to sustain itself. As a result of these resolutions, the government has managed to build 14 universities and other tertiary colleges. Anything that would promote creation of employments, empowerment to the youth and improving the livelihood of the citizens in this region would definitely be appreciated. Economically, most of the residents in this region earn their livelihood through businesses. These businesses vary their operations depending on the regions. (Kocak & Abimbola 2009, p.439) observes that areas near towns and universities have their businesses tailored to fit the students’ needs. A variety of companies, both public and private exists in this region. Salt industries are situated in Cheshire, while areas on the coat of Cumbria mainly deal with shipping activities. Due to the fact that there are many education institution in this region, the culture of the people is diverse, most of which reflects the youth. Every year, different youths from different parts of the world come to study here which results to diverse in culture and living lifestyle. Tea and coffee brands that are appreciated across all the cultures and especially the youth would make a significant impact in this market. North West England is one of the areas of the world that have greatest technological advancement. Information systems such as internet and media are up to date while physical infrastructures like road, railway lines and airline have been designed and built with up to date technologies. New technologies in tea and coffee brand would definitely suit this kind of environment. c. The Market Coffee and Tea have a very wide market in North West England. Majority of the people who uses these products are adults above 35 years. From the pie Chart, it is clear that tea and coffee are still the most preferred drinks in England. Though there the population of the youth taking coffee and tea is less, this population would easily appreciate our products if the appropriate brand and marketing strategies are established that will cater for the needs of these population. Our marketing strategy to the youth is based on the following facts: Most youths are in either in high schools, colleges or in campus Concentration is a key thing that is required in leaning environment. Further research has shown that Coffee and Tea have the right amount of caffeine that is able to keep the user in the right state of health. (Roland, & Jessica, 2011, p. 113). Research has caffeine increases the level of concentration across all ages (Patrick, 2007, p. 16). However, the amount of caffeine taken needs to be of right quantity since too much of it might affect the health of the user. 6. SWOT Analysis Strengths D J & Miles Co. Ltd has a history of innovative brands for a long period of time. It shall therefore be possible to come up with a brand that suits the youth. Weaknesses Our distribution system is not as effective as that of Devonshier who have outsourced their distribution to local communities. The ingredients of our brands are not as effective as advanced as those of Dorset Company. Dorset blends Kenyan, Indian and Ceylon tea and coffee which are considered to be the best in the world. However, due to this the prices of their products are higher than ours. Opportunity Youths prefer drinks that have flavors and are easy to make. By coming up with instant blended and favored brand coffee and Tea, it shall definitely be possible to convince the youths. This will definitely change the old notion that only the old people are interested in taking coffee and tea. Threats The number of youths taking coffee and tea has been depreciating over the years with most youths preferring other forms of drinks such as chocolate, soda and other ready drinks. 7. Core Strategy Research shows that the reason why coffee and tea industries have remained relevant over the years is because there have been periodic improvement of the brands. In case of D J & Mills Co. Ltd, it started with a single brand which was not even blended. However, over the years all the companies that deal with these products have specialized products that meets the needs of variety of customers. a. Product Design To capture the attention of the youth, we shall develop two high level blends; one for coffee and the other for tea. The blends shall be known as Power coffee and Power tea respectively. Power Tea shall be consisting of blending Superior Black Tea and London Fruit and Herbal Company 20 Lemon & Lime Teabag with addition of milk and sugar in right quantities. Power Coffee shall be made using Kenyan coffee and ingredients of Cream Syrup. The main aim in the design of these blends is to come up with drinks that not only have the right quantity of caffeine but also offers a balanced diet. These blends shall be made specifically for the youths aged between 25 – 34 years. Therefore, we shall come up with brands of coffee and tea that have been further blended with sugar, milk, preservatives. Packaging shall then be done in stylish bags that reflect the youths. As part of the advertisement and collaboration with the youth, we shall design the products in university of Liverpool, the most highly populated university in North West England. b. Distribution System We shall focus on a distribution system that not only focuses on the availability of our products in every part of North West England but also one that offers job opportunities to the highly populated area. To the local areas, we shall integrate sales and distribution into one team. We shall employ a network of local people who shall be paid on commission bases based on area of distribution and the number of sales they make. Our initial plan is to let our distributors to only pay for what they have managed to sell in the market. We project that our market shall increase steadily and therefore after 6 months we shall require that our distributors to own the chain of distribution while we only control and create good relationship among them. This way, we shall instill a sense of ownership to them and further make them to have them come up with their own innovative ways of distributing the products. c. Advertisement The print and electronic media are very powerful form of advertisement shall be part of our big marketing plan (Asgari, Ahmad, & Gurrib 2010, p.69). Through Will Hill Television, we shall start an interactive educational research show in the name of Power Brain which will popularize our Power Coffee and Power Tea. We have identified that academic documentations are not popular in Media. We therefore want to come with a show that shall capture the attention of academia by exploring the efforts done by researchers. This will definitely be a moving show for students especially the majority youth in campus. It is through this program that we shall popularize Mills products. According to Whitelock (2002, p. 345), internet is powerful tool of communication that is able to reach very many youths. Many youths are aware of internet use and therefore this technology would be adequate to greatly improve our marketing strategy. We shall use this technology to market our new and old products. Through explaining of how caffeine helps in improving the mind concentration in school, we shall come up with a team of high performing student markets that shall be ambassador of Power Coffee and Power tea. We intend to use internet in the following ways:- Using our already established website www.djmiles.co.uk , we shall add Power Coffee and Power Tea products with detailed description of their formulation with a detailed explanation of why they are the right drinks for anyone intending to improve concentration. Through our Facebook and Twitter accounts we shall periodically update our customer on our brand and the Power Brain television show. We shall engage ourselves in youth friendly activities features in Facebook and Twitter such as birthday wishes, wall post contributions etc. We shall hire a team of five members three of which have been working on our website and Facebook account and twitter accounts to implement these strategies within two months. The other two members of the group shall be fresh IT graduates whose role is to integrate the needs of the company with the interests of the youth in relation to social site media. We shall continue using British Food Magazine and Exmoor Visitor Magazine to popularize our new and old products. All the universities in North West England produce magazines at least twice in a semester. We shall engage our team of to use these magazines to advertise our new products. d. Marketing Mix Decisions Our new youth friendly products shall be Power Coffee and Power tea. These products shall be designed within two weeks through by blend expert from Mill and Food and Science department in Liverpool University. The blend shall include additional of right amount of flavors, milk and sugar so as to come with a unique blend that shall be able to compete with other soft drinks like sodas and energy drinks. The products main promotion shall be done through a chain of locally contracted distributers that shall be paid on commission. A computerized database of all our retailers and distributers shall be developed. The retailers in all the villages and major towns will be required to offer display of our products in a manner that the customers can easily identify them. This way they shall be able to put a lot of effort in selling the products. Concurrently, a new educational program called the Power Brain shall run on Will Hill television with the aim of promoting education and our products. Within two months we shall recruit Power Ambassadors whose role shall be to popularize our products to the youths. The price of our products shall largely be determined by the ingredients that shall be used to make Power Coffee and Power tea. However, based on our vast experience in blending, we are sure of coming up a low price commodity that meets our customer’s needs. We shall integrate the distribution and sales team in our initial plan whereby we shall only allow retailers to pay for what they have managed to sell to consumers. After six months we shall switch the system to that which retailers through distributors make their orders upon payment of those products. We shall further maintain sale of our products online to ensure timely delivery of these products to our online customers. To promote the sale of our product, we shall in every campus identify a suitable place and establish Miles Tea & Coffee restaurant whose main focus shall be to sell our new products. The head office of the company shall remain in Porlock, Somerset where an additional line of production for roasting and packing tea and coffee shall be established. Two direct internal distributions to link the North Western England shall be established at Liverpool and Manchester Cities. From Manchester and Liverpool and to the rest of West England, the distribution shall be done by team of well-coordinated contractors who shall be paid on commission. 8. Organization and Implementation Rowold, (2011, p.633) observes that for any kind of business plan to be effective, it must be properly organized and coordinated. In this case, the implementation of the entire project shall take place in three major phases. In the first phase, the company shall determine the correct blends of coffee and tea to suit the youth population in this region. At the same time contract distributers shall be established and trained and the internal distribution system properly organized. This phase will cost 25000 pounds. The second phase shall be effected once the blend has been established on the third month of the project. In this phase, a new line of blending coffee and tea shall be designed and its operation starts immediately. At the same time, the Power Brain show shall start running on Will Hill Television. The advertisement in the Print and electronic medias shall also be done. This phase will cost the company 15000 pounds. The third phase shall start on the eight month from the initiation of the project. At this point, a big population of our customers shall be aware of our products. We shall be aware of the distribution system and the average sales done in a day. It is at this point that we shall nominate the Power brand ambassadors whose role shall be to market the products to the youth. At the same time, we shall start engaging in friendly youth activities with the aim of creating greater bonds between our customers and the company. This Phase will cost 10000 pounds. 9. Control At every stage of our process we shall have evaluation procedures to monitor the progress of our plan. We shall involve the following four steps and deploy a mechanism that ensures that they coordinated and interrelates. We shall use the following monitoring and evaluation model to control our progress i. In the first phase, the objective shall be to come up with the right blends and distribution system. In this case, we shall monitor our progress through regularly evaluating the time frame against the set deadlines. ii. Where the deadlines have passed, we shall need to use clash programs while at the same time maintaining the quality of work that we shall be doing at this stage. iii. We shall adequately prepare the procedures and the personnel to ensure that every stage runs smoothly. This preparation shall be through availing the resources in time and making necessary arrangements in time. iv. After completion of every phase we shall engage team of experts to carry out survey on through interviewing our customers and determining the exact development on the number of sales made. This way we shall be able to monitor our progress. 10. Conclusion It is possible for D J & Miles company to come up with establish a new market in North West England. Due to its vast experience and the organization of the strategy in this report, it will definitely be able to firmly establish itself in 12 Months. This report draws a procedure to be followed in order to establish a new Coffee and Tea market in North West England. The report looks on the business the entire business environment that shall support the success smooth entry of the company’s new products in the new market. References Asgari M, Ahmad, S & Gurrib, M, 2010, ‘Explaining the internationalization process of European Good firms’, International Journal of Trade, Economics and Finance, Vol. 1, no.1, pp. 68-73. Gary, K, Tage, M & Per, S 2004, ‘Tea Market in Europe,’ International Marketing Review, Vol. 21, no. 6, pp. 645-665. Kocak, A & Abimbola, T 2009, ‘Marketing Coffee in Europe, International Marketing Review, Vol. 26, no. 4/5, pp. 439-452. Ozman, M (2010), The knowledge base of Products: Implications for organizational structures, Organization Studies,( 3) 8. 61 -111. Miles Tea and Coffee Merchants 2012, viewed 23 March 2004, . Patrick, K (2007), Tea and Coffee Marketing’, People Management Strategy, 3, (1) 14 -58. Roland, K & Jessica, L. (2011), Working out the quality of work life, International Marketing Review, 19 (3)39-45. Rowold, J. (2011), Relationship between leadership behaviors and performance, Leadership and Organization Development Journal, 32, (6), 628-647. Whitelock, J 2002, ‘Theories of internationalization and their impact on market entry’, International Marketing Review, Vol. 19, no. 4, pp. 342-347. Read More