Investigating into the corporate strategy of TenRen’s Tea

In my undergraduate study at the HKUST, I collaborated with other students to conduct marketing research and review financial and corporate reports of the business. We identified a mismatch between the value created by the company and the customers’ perceived value after PESTEL, Porter’s Five Forces, VRIO and SWOT Analysis.

Our team submitted a final report detailing our analysis of its corporate strategy, and recommended that TenRen’s Tea could form a strategic alliance with Teawood, a popular Taiwanese chain restaurant in Hong Kong, and provide a drink menu for it. Also, it can restructure to include a Chief Marketing Officer in its top management team.