Open AccessStrategic Analysis of Marketing Practices of HEYTEA
Author(s) -
Huiling Yang,
Nan Chen,
Zurui Chen
Publication year - 2021
Publication title -
bcp business and management
Language(s) - English
Resource type - Journals
ISSN - 2692-6156
DOI - 10.54691/bcpbm.v15i.235
Subject(s) - swot analysis , leverage (statistics) , marketing , business , order (exchange) , competition (biology) , china , marketing strategy , context (archaeology) , context analysis , brand management , computer science , political science , geography , ecology , linguistics , philosophy , archaeology , finance , machine learning , government (linguistics) , law , biology
HYETEA is one of the most renowned tea beverage brands in China. Obtaining great successes in the past few years, HYETEA, however, is simultaneously facing massive challenges and market competition. In this context, this study adopts the SWOT analysis model to investigate the state-of-the-art of the HYETEA brand. Based on the analysis, two major problems are stated for discussion. With an attempt to solve those proposed challenges encountered by HYEATEA, this study also comprehensively appraises its marketing, branding as well as operational strategies in order to propose feasible solutions to leverage more sustainable development of the HYETEA brand. As a result of our analysis, an array of strategic suggestions is delineated in the end.