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Zheng Shan Tea Company: Growing the Home Market
Baoheng Wang; Kersi Antia; Vivek AstvanshCase IVEY-9B16A013-EMarketing, StrategyIn 2014, Zheng Shan Tea Company, a Chinese tea producer and exporter, noticed an increase in the consumption of black tea, particularly among mainstream, middle-class consumers in China. The company wondered how it could increase its sales and leverage the growing popularity of black tea. The company’s brand director recognized the potential opportunities, but realized that she had two significant challenges. First, because the company had histor...Starting at €8.20