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Research Proposal On Indentifying the marketing strategy for the Gorkha tea for launching in the UK market

Submitted to: OXFORD COLLEGE OF LONDON KATHERINE ROAD E6, 16ER LONDON

Submitted by: TEK BAHADUR GURUNG OXF: 3391

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Table of content

INTRODUCTION:............................................................................................................................................ 3 HYPOTHESIS .................................................................................................................................................. 4 AREA OF STUDY:............................................................................................................................................ 5 Literature Review .......................................................................................................................................... 5 Time Frame: .............................................................................................................................................. 5 Research Method: ..................................................................................................................................... 6 Reference ...................................................................................................................................................... 7

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INTRODUCTION:
Commercially viable crop, it was not until 1982 that its significance as an export Earner was identified by the government with the designation of eastern districts (The tea industry began in 1863 in the Himalayan area with the first factory for Processing built in the district of Elam in 1878. Although tea was known as a Jhapa, Elam, Panchthar, Terhathum and Dakota) of Nepal as tea zones. From Then onwards, the Government provided assistance to the tea growers and processor in a modest way for its development.

The industry began to be more organized and recognized as a potentially significant Sector with the government promoting the establishment of the Nepal Tea and Coffee Development Board Act in 1993 and setting up of the Tea Board. A National Tea Policy was introduced in year 2000 to support the growth of the sector. The Government divested their holdings so that the private sector would become the Engine of growth for the industry envisaging that tea would be one of the major crops For poverty reduction in the rural and Hill areas and become a significant export Earner. Against this background, there has been a significant increase of export in Quantity and value of tea over the past years. Nonetheless, tea constitutes only 0.5% to the total export earnings of Nepal commodities at present.

Due to the varied weather conditions and soil composition, tea is grown in two areas, Under significantly different agro-climatic regions, in the tarai and the hills. It is a Seasonal crop with no harvesting in the cold period. The first flush leaf comes out in May/June and followed by the second flush. The rainy period starts in July and more Weatherly teas are processed at this time, which are lower in quality. Again in August/September, the leaf improves with good sunshine and dry winds to give the Autumnal teas with better quality. This quality differences are more pronounced in the orthodox teas.

Nepalese tea plantations, benefiting from diverse agro-climatic conditions, have Comparatively young bushes with 29% of smallholder farmers owning bushes less Than 5 years old. The bushes are grown both from clones and seed stock varieties And should enable the producers to capitalize on these natural conditions to Increase, diversify product range, and improve on quality with proper application of New developments using modern technology. However,
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because of individual or Separate interests and insufficient willingness to work together in a cohesive manner To achieve a common goal, these aspects have not been addressed by the vast array Of authorities, organizations, associations and local bodies involved in the tea Business. There appears to be a lack of committed focus and outlook for the Betterment of the industry as a whole.

A large number of small holder farmers are engaged in growing tea in both areas and They now account for 26.5% whilst the bigger estates produce 73.5% of CTC tea. Over 30,000 people are directly involved in the industry with a large percentage Being rural women. Therefore this industry has the potential to empower rural women Through poverty alleviation and has become the focus of attention of many International organizations and many NGO. Nepal and UK are cold countries and have good relation from long time . Nepali are known as Gorkhas because Nepali army forces are helping the UK since 1864 .Nepali Gorkhas are showing their fearless brave in the UK since 1864, so these countries have a old history. Thats why British people are using every Nepali products especially Nepali tea, which is a famous product in UK. All British people want to drink tea. Its market is very large not only in the UK but also all over the world.

HYPOTHESIS
H0: Should Gorkhas Tea lunch again a new product in the market to attain growth? H1: Should Goruch khas Tea not lunch again a new product in the market to attain growth?

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We are going to lunch Gorkha tea in different categorized named Himal tea, Everest tea , chameli tea,guranse tea etc. We took many methods to study the market about case of tea. Many people said many comments about their test. We are planning to lunch Gorkha tea in the UK market of tea after completed the research we have various flavour of tea like deep colour, brown colour, chocolate colour etc. Also available on different package, different price and taste. easily consume because of the balance martial different flavour. Its made by the Nepali tea leaf with different tasty martial. We hope it will be a no 1 tea in the UK. About our tea we are fully hoped to attain growth in the market but in the case of failure it will be too much loss and be feel Gorkha tea made by loser team. So that we are trying our best to do something extra. in the time Of lunching every our new product we are always hope to analysis the factor which is always effect to the product. So we have to analysis the factor first before launching the product in the market .

AREA OF STUDY:
UK is largest market, where company is going to launch its Existing product. According to Ansoffs Matrix, it is related with market development. The product is highly successful in the market of Nepal. This research project is based on new market.

Literature Review
This research proposal is completely based on launching of tea product in new market, London. This will be done through these sources and academic materials:

Time Frame:
Time in weeks Milestone Research development of Primark Identifying the existing market Performing the market structure analysis Literature review
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Identifying the type of research and analyzing the data Allocating the types of resources for the project Making and analyzing the Report Evaluation of report Reviewing the report and writing conclusion

Research Method:
Qualitative methods are ways of collecting data which are concerned with describing meaning, rather than with drawing statistical inferences. Qualitative methods provide a more in depth and rich description. This research paper will be prepared by using secondary sources of data with quantitative research methods. Secondary research will occupy processing data that has already been

recorded by previous researchers. It involves consultation of previous studies and findings such as paper articles, reports and previous market research projects to reach the conclusion of research. Likewise, using Qualitative methods, the data will be collected which are concerned with describing meaning, rather than with drawing statistical inferences and also help provide a more in depth and rich description of the research issues.

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Reference
lama et al (2010). Common Pests and Pesticides Used in Tea in Nepal. [Online] Available at:
www.scribd.com/doc/9346798/Common-Tea (Accessed on: 24 nov, 2010)

Middleton, V. T. C. & Hawkins, R. (1998). Sustainable Tourism: A Marketing Perspective. Oxford

www.nepaltea.com.np/VISION-2020.pdf www.nepalvista.com/features/nepali-te (Accessed date 21/11/2010) www.nepalitimes.com/issue/2005 (Accessed date 21/11/2010) www.ekantiput.com (Accessed on: date 26/11/2010) www.radionepal.org (Accessed on: date 27/11/2010) www.nepaltelevision.com.np (Accessed date 21/11/2010)
www.zum.de/whkmla/region/india/xnepal

(Accessed date 21/11/2010) (Accessed date 21/11/2010)

www.himalaya.socanth.cam.ac.uk/collection

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