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Negotiation and Globalization

In: Business and Management

Submitted By joshua007
Words 12839
Pages 52
Table of Contents

1.0. EXECUTIVE SUMMARY 4
2.0. INTRODUCTION 6
3.0. TEA PRODUCTION IN BANGLADESH 9 3.0.1. BASIC FACTS OF BANGLADESH TEA INDUSTRY 12 3.0.2. CHARACTERISTICS OF BANGLADESH TEA 12 3.0.5. GRADES OF TEA 13
4.0. EXPORT OF TEA 17
5.0. MAJOR TEA IMPORTING COUNTRIES FROM BANGLADESH 28
6.0. PROSPECTS OF BANGLADESHI TEA IN THE INTERNATIONAL MARKET 28
7.0. MAJOR COMPETITORS IN TEA MARKET 31 7.0.1. INDIA: THE LARGEST TEA CONSUMER 34 7.0.2. STILL HEAVILY PROMOTED TO DEFEND FROM ALTERNATIVES 34 7.0.3. UNILEVER: THE CLEAR MARKET LEADER 35 7.0.4. TATA TEA: AMBITIONS IN INTERNATIONAL MARKETS 35 7.0.5. CHA BARS: PREMIUM TEA AS A LIFESTYLE CHOICE 36
8.0. PROBLEMS RELATING TO TEA EXPORT AND TEA MARKET EXPANSION 36
9.0. SUGGESTIONS 39
10.0. CONCLUSION 40
11.0. BIBLIOGRAPHY 42

1.0. EXECUTIVE SUMMARY
Today, tea is the second most consumable beverage in the world after water. A total of 3,200,000 tons of tea were produced worldwide in 2004. India, China, Sri Lanka and Kenya, in that order, are the major producers of tea leaves. The USSR, Poland, Egypt and Pakistan emerged as major markets for Bangladeshi Tea. These ‘captive’ markets ensured protection to the industry and whatever, irrespective of quality, found its way to these markets. The price received for Bangladeshi tea was higher than its actual value in the open international market. Hence we lost our position as a supplier to those markets e.g. the U.K. who found alternative sources of similar quality of tea to meet their demand.
However the total volume of export started declining, as there was a continued growth in Bangladesh’s internal consumption with little noticeable increase in production. As a result of the greater demand and shrinking exportable surplus their teas once again became expensive compared to similar quality teas available from other producing countries,...

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