Developing Export Marketing Strategy Model of Tea to Target Markets

The main purpose of this qualitative research was to design an export marketing strategy model for tea products to target markets. The statistical population was composed of all experts in the field of this research topic (N = 332). The sample size was determined as equal to the statistical population. Second-hand data used for data collection and a semi-structured interview was used as the research instrument. Five series of interviews were conducted with the experts. In order to identify the status of tea export, the first interview was done with tea exporters during 2016 (87 people were interviewed). The second round of interviews was done with factory holders to investigate the status of green tea leaf and dry tea as well as the respective model (170 companies were interviewed). In the third step, the experts and practitioners (50 people) were interviewed to provide the research model. The fourth round of interviews was carried out with 10 experts of the tea research center and organization to examine the status of tea gardens, green tea, and dry tea production and the main model. Finally, some Iranian business and economic advisers were interviewed in the fifth step. The results showed that direct export - business partner was the most suitable method to enter the target markets. Participation in relevant fairs in the target country and invitation and presence of traders of target markets in Iran were determined as the most appropriate method for market penetration and development strategy. Low price with more discounts was seen as a more suitable pricing strategy. Top quality and top packaging were selected as the best methods regarding product strategy. The selection of top distributors in each country and chain stores were determined for the product distribution. Using the brand of target market, digital marketing, fair, and social networks were recognized as a more suitable promotion strategy. Gardener and factory holder cooperation, agricultural improvement of tea gardens, promoting the quality of green leaf of tea, and using modern types of machinery for cultivation and harvesting in production strategy were the most important production strategy. In addition, differentiation through special taste and smell of Iranian tea, high quality, and attractive packaging design and type were recognized as the best differentiation strategy.