The international expansion of tea-business in agriculture Industry

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Mazumdar, Abu Abdullah
Issue Date
MBA in Business Studies
Dublin Business School
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The main objective of this research is to understand the impact of internationalization strategies and to analyze, in order to expand Tea business globally. Internationalization has consequences for every Tea brand willing to expand and its legacy will be measured by future generations. Much debate has ensured the perceived necessity of internationalization strategies in Tea companies yet no study has ultimately proven the fact that whether advancement in internationalization strategies will create massive impact in Tea brand’s performance and ensures success. The aims of this research are to establish understanding of internationalization of Tea and its expansion in Agriculture industry, how internationalization models are used to improve Tea brand’s quality and production, do current marketing strategies of Tea companies fully satisfy the key needs of internationalization and whether future internationalization strategies can be used among the Tea companies to facilitate an increase in the productivity of the Tea. The research uses in-depth semi-structured interview, which is a qualitative method. Interviews involved Tea estate manager and Tea company owner from different Tea organizations. The interviews were recorded, transcribed and analyzed according to the thematic analysis. This research establishes that advancement in current marketing strategies lead Tea brand in Agro sector to ensure successful internationalization of Tea rather than to implement future internalization strategies, which experiences unsustainable level of barriers both politically and technologically. The researcher through secondary research, which is supported through primary research, acknowledges the need of three important theories that should be acknowledged by Tea Brand i.e. Uppsala model theory, Entry mode theory and Network theory. Advancement in the present internationalization strategies such as online sales and mobile application sales has a more profound positive effect in the success and development of internationalization projects. In the conclusion, the researcher recognizes the advancement in current internationalization strategies. On that node online marketing of Tea products response to internationalization challenges faced by Tea organizations. The research also founds that mobile application can be used to connect to the Tea consumer and can also satisfies the key needs of the internationalization project. Author Keywords: Internationalization, Tea Brand, Internationalization models , Uppsala Model, Entry Mode, Network Theory, Online marketing, Vision, Conceptual framework (CF).