Analyze the Marketing Strategies of New-tea Drinks Industry by the SWOT and PEST Tools-Take Nayuki as an Example

Abstract

The innovation from the product to the whole pattern of the tea industry appears in the beverage market. The result of this transformation was to create an emerging industry called the new tea drinks industry. The new-tea industry is burgeoning so that there are few pieces of researches on it, has vacancies in studies and analysis. It is necessary and adequate to survey the new-tea drinks industry from different aspects. The paper mainly researches the development environment and market situation from a specific brand to the whole tea industry using the SWOT tool, which also mentions the new marketing method-'The third space' and discusses the close-loop managing tactic that takes the e-commerce platform as an example. Additionally, the PEST tool is as well as utilized in this paper, and it refers to the stock market, policies, individuals' fancy degrees, and the technical issues on the homogenization and the automation of the modern-tea industry primarily from the iReseach's source. Ultimately, based on the two investigations above and using Starbucks experience for reference, it predicts and identifies the strategies and the future development of the new-tea drinks industry. It summarizes the market dynamics and marketing planning of the new-tea industry.