CHAPTER 5

INDUSTRY AND MARKETPLACE

THE INDUSTRY

5.1.1 THE DEFINITION OF THE INDUSTRY

Malaysia had a great experienced in Tea industry. Tea was ejoyed a bullish year in 2010 with a higher growth rate. There are a lot of company which produced tea also such as Nestle,Lipton,Teh Wangi and etc. Nowadays tea has been consumed as a daily routine basis for all Malaysian. They prefer the instant tea to let them be more easier to drink and to bring it everywhere even they are going to picnic. The young generation is much more like to have an instant tea with a flavour such as peach,blackurrant and etc. While the others generation is love to have their premium black tea without any flavour.

F&B is a common abbreviation in the United States and Commonwealth countries, including Hong Kong. F&B is typically the widely accepted abbreviation for "Food and Beverage", which is the sector/industry that specializes in the conceptualization, the making of, and delivery of foods. The largest section of F&B employees are in restaurants and bars, including hotels, resorts, and casinos.

5.1.2 SHAPE OF THE INDUSTRY

Tea is a popular drink in the world after coffee and it was in the top five in world ranked most consumed beverages in the world. Tea becomes popular since a long time ago and beside that tea also can be as a medicine and give consumer a good health lifestyle.

Tea was discovered in Malaysia since the early of 1900s. More than 5000ft above sea level, on the main mountain range of Malaysia, is one of the most fertile agricultural spots in the country: Cameron Highlands. So in 1929, J.A. established Boh Tea Garden, the country’s first highland tea garden in Cameron Highlands. Today, BOH Plantations owns two more tea gardens in Cameron Highlands: Fairlie and Sungei Palas.

Tea is very much like wine; the conditions in which the crop is grown have great influence on its final character. BOH’s tea gardens, bringing together the ideal environmental conditions of Cameron Highlands and the precision of mechanised operations, yield a tea with superb characteristics – bright and brisk complemented by a delightful aroma.

BOH packs its own teas which are marketed in both domestic and international markets.

Today, BOH has the largest combined acreage of tea gardens in the country. The Company remains committed to the legacy left behind by J.A. Russell: to produce great-tasting distinctive teas for generations to come.

The shape of tea industry in Malaysia is in the growing stage. Now people will not only think about the brands and the taste but they will much more concerned on the quality of the tea. Tea,now has become a daily routine activities in their life. Sales for the tea market now are increasing due to the highly demand of consumer in market.

5.1.3 DEVELOPMENT OF THE INDUSTRY

Most Malaysian people now love to have a tea in all their activities. Tea is easier to serve to others people even when you have a meeting with clients and also if u want to have a picnic since tea now also can be found in sachet like Boh Ice Tea,Lipton Teatime and etc. At the same time, tea is a beverage that transcends creed or culture. Regardless of favourite football teams, political opinions or religious beliefs, every Malaysian is sure to find common ground when it comes to having a cup of tea.

Black tea, oolong / red tea and green tea are made by different processes and have their own particular characters. Green tea and oolong tea are usually drunk without milk, while black tea can be drunk either with or without milk. Strong liquoring types of black tea such as Assam, Kenya and BOH are well-suited for use with milk. Light liquoring, fragrant Darjeeling and artificially flavoured teas such as Earl Grey are probably best without milk. Tea also be popular because some of them come with their own function like green tea,oolong tea and others.

This is the essence of this simple yet great-tasting brew. Whether tarik-ed and frothy, ice-c old with a squeeze of lime or steaming and fragrant, tea brings people together.

It is essential to recognise that the way you make tea, even the same type of tea, can greatly influence how it will taste. The local water can also have a marked influence.The most important thing is to get the strength right for your taste. This depends on how much tea you use relative to the amount of milk and sugar. If the brew is too weak, use more tea; if it is too strong use less.

Many Malaysians make tea with sweetened condensed milk. A strong coloured brew is needed to counterbalance the milk's flavour. If you try drinking the same brew without milk, it will be unpleasant.

5.2 THE MARKETPLACE

5.2.1 CURRENT CONDITION OF THE MARKETPLACE

The market for tea is now in growing and had an intensive competiton with others brands due to the highly demand in consumers. There are a lot of company now competing with others to boost up their sales in market and they were come out with a new all advertisement and promotion. Lipton, Yeos and Nestle is the big competitors for Boh plantation now a days.

5.2.2 CHANGE IN MARKET PLACE

· POSITIVE

o Comes with a new fresh idea to promote the product in market to boost up the sales.

o Put more effort to make their product being well known in market and through the world.

· NEGATIVE

o Because there is so many new product in market now,so the sales for the current product may be decrease due to the demanding of the consumers.

o The product will not be in all stores/supermarket/hypermarket. Might be can be found in certain place.