Internal problems of poor communications

1992, Easy Way Tea from Taiwan has since expanded its presence worldwide. While they remain a small scale player, relative to the greater competitors, the company does a represent noteworthy presence within the industry. In terms of business model, the organization operates through both wholly owned stores, as well as franchises. Easy Way Tea promotes franchises as a way of supporting the development of the communities in which it operates. They promise their franchisees financial independence and the ability to work for themselves, and they guarantee success supported by the company’s expertise (Easy Way Tea Australia Website).

In Australia, Easy Way Tea has been present since 2001 and has in the meantime opened 45 stores, 20 of which are wholly owned and the rest of 25 are franchises. The first store was opened in Sydney, but within the following two years, the organization would be operating a total of 8 stores. Today, stores are present in most regions of Australia and the strategy of expansion is continually sustained. The main products sold by the company are tea drinks and tea-based drinks, such as tea and milk shakes. The company also sells fresh fruit drinks or jellies.

Don't use plagiarized sources. Get Your Custom Essay on
Internal problems of poor communications
Just from $9/Page
Order Essay

The organization takes pride on the high quality of their products, proved by the fact that the teas are fresh, prepared daily and in front of the customers and made from the best ingredients. Their marketing strategy has focused on the placement of the Easy Way teas as unique products. The Easy Way Tea’s mission is that of becoming “the most loved and valued tea beverage brand in the world” (Easy Way Tea Australia Website).

2. Business Topic

Despite the impressive success registered by the tea company in its nine years of operations in Australia, fact remains that the organization is yet unable to compete with the greatest players in the beverage industry in Australia. It faces intense competition from fast food chains which sell their own beverages or the beverages of others, through exclusive contracts.

Aside from fast food stores, intense competition is also posed from the part of national beverage retailers, such as Boost, firm launched in 2020, and currently operating 189 stores in Australia, as well as in Singapore, Hong Kong, Chile, the United Kingdom and so on. Another important competitor is Nudie, which, similar to Boost, sells fresh fruit juices. Nudie has been presented within the market since 2003 and it now operates 5,000 stores in Australia alone. The third and fiercest competitor is National Foods, which alone controls 55 per cent of the Australian consumer markets (Fruit / vegetable juice Australia Report, 2009).

While there are several issues to be identified within the entity and which can be considered as causes for the relatively poor performance of Easy Way Tea in Australia (see the third section, SWOT Analysis – Weaknesses), the primordial reason remains that of the inability of the Asian retailer to adapt to the unique needs of the national market. Many of the employees are Asian and barriers are often encountered in the relationship between firm and customer base. And even when the employees are native born, the company’s culture does not tailor to the features of the local culture.

Given this situation, it becomes impending to find solutions by which the Easy Way Tea Company can better understand the local culture, and as such better address and serve the needs of the local customers. In order to achieve this desiderate, it is necessary to conduct an analysis of the situation and the market, generate and evaluate solutions and eventually, make informed recommendations.

3. Situation and Market Analysis

The more relevant means of conducting an analysis of the situation and the market is that of analyzing the features of the internal and external environments. The elements are included in the SWOT, PEST and Porter analyses below.

SWOT Analysis

Internal strengths

The company has a business presence and expertise of nearly two decades

Their product offering is vast, revealing an ability to satisfy the needs of a diverse customer base

The quality of their products is also increased and the experience of interacting with the company is enhanced by the politeness and servitude of the staff members

They operate through a combined method which reduces costs and shares risks

They enjoy an international presence

Internal weaknesses

Despite their initial efforts, the company has not managed to perceive the cultural differences. In other words, they have proven unable to understand the features of the local culture and adapt its operations and its offering to the Australian culture

Another weakness is related to the company’s brand. While it does inspire trust and stands for the values of the organization, it is only limitedly popular and accepted in Australia

Then, while the employees are obliging, helpful and polite towards the customers, their actual expertise in preparing tea and the art of serving it, is virtually inexistent. The employees to do not recognize tea making and serving as a way of being, but simply treat is as a regular job — this approach fails in attracting new customers.

The cultural differences also lead to internal problems of poor communications.

Communications are as well poor with the customer base, and the marketing campaigns and promotions are virtually inexistent

While the product offering is vast, it is entirely Asian, without any adaptation to local tastes

External opportunities

A major opportunity is presented by the incremental emphasis placed on a healthy nutrition. This virtually means that the populations would prefer natural and healthy teas to processed beverages such as sodas, translated into a higher demand for teas

The Australian Department of Agriculture is committed to stimulating the farmers to grow tea plants (Burt); this means that the Easy Tea Company could reduce its costs by purchasing tea leaves from Australian markers; additionally, such an endeavor would improve its reputation and would promote it as a declared supporter of the development of the Australian communities.

External threats

There is intense competition within the Australian tea market, and this competition is expected to intensify in the years to come.

Difficulties will be posed by the fact that the market is already mature and consolidated, meaning that only the strongest companies would survive

Also, a threat of the external environment is the possible refusal of customers to purchase foreign products, but instead choose the teas of national retailers

PEST Analysis

Political elements

Australia enjoys political stability which promotes the development of the business community. Yet, it differs from the regime and the constitution in Taiwan, meaning as such that the Easy Tea Company would have to hire local legislators to assist them. Recent developments by the Department of Agriculture strive to stimulate the growing of tea leaves within the country, in a context in which most of the tea is imported.

Economic background

Australia has a rich economy, based on a highly developed market sector. The population’s living standards are among the highest in the world and the unemployment rate is among the lowest. The average income per Australian individual is of $39,400, more than three times the global average (Central Intelligence Agency, 2010).

Social features

As it has been mentioned throughout the SWOT analysis, in the Internal Opportunities section, the modern day society is incrementally focused on a healthier life style, this including a healthier menu. It translates into the fact that more and more people replace their sodas with fruit tea, or even their coffee with black, white or green tea. Teas are healthier than other beverages because they contain less caffeine than cola drinks or coffees; they reduce fatigue; they maintain mental alertness; they stabilize the level of fluids in the human body; they reduce blood clotting; they lower blood pressure and they lower the cholesterol (Tea Industry Website).

Historically, Australians have placed a great emphasis on tea, this being a constant presence in their homes. It was even considered a necessity in times of socio-economic hardship. As coffee imports from Europe increased after 1945, the popularity of the tea would suffer (Australian Government, Culture Portal).

Today, another social feature also favorable to tea consumption is given by the intense worries relative to the safety of the environment. In this order of ideas, the more responsible consumers would prefer to have the land cultivated with tea plants than rather have it polluted by soda makers.

Within Australia, tea consumption is subjective to age and ethnicity — people over 25 are the ones more likely to consume tea than younger individuals; people over 45 drink more tea than coffee, whereas people below 45 drink more coffee than tea; the average Australian family uses 600 tea bags a year; in the totality of drinks consumed in Australia, tea holds 18 per cent (Australian Bureau of Statistics, 1999).

Technological characteristics

Australia has followed the trend and pace set by other developed western states regarding the development of high technologies to improve the quality of life. Within the tea sector, the technological innovations are best observed at the level of ready to drink teas, prepared on the spot, in front of the customers.

Porter’s Five Forces Analysis

Bargaining power of buyers — low; individual consumers cannot influence the price, but large buyers can negotiate better contracts

Bargaining power of suppliers — low, as they need the tea companies to buy their items

Barriers to entry — relatively high due to the maturity of the market

Substitute products — their threat is increased, including items such as sodas, bottled water, juices or coffee and coffee-based beverages

Competitive rivalry — increased as all players strive to improve their competitive positions, increase their access to customers and increase their market share.

4. Solution Generation and Evaluation

Before generating a solution, it is necessary to look at the problem encountered by the Australian Easy Tea Company from three different angles — the 5W questions, fishbone diagrams and the Pareto analysis.

The 5W questions:

Who? The Tea Easy Australia Company

What? Cannot improve its competitive position

When? Now and for the past nine years

Where? In Australia

Why? Because it does not understand the local culture

The fishbone diagram

The problem at the Australian Easy Tea Company is that it does not seem able to overcome its limitations and impose itself on the national market as a strong competitor. Despite its sustained business efforts, it remains unable to compete with the largest companies in the market and it does not seem able to attract more customers. There are four main causes leading to this outcome. The first one revolves around the inability of the company to cross the cultural boundaries and understand and adapt to the local culture. This translates into poor communications among the employees of different cultural backgrounds, as well as poor communication between the employees and the customers. Additionally, the company has imported its Asian product offering, which does not seem to be to the liking of the Australian customer base.

The next three causes are the poor communications with the public, the weakness of the Easy Tea brand in Australia and the fact that the company’s employees are untrained to present tea consumption as tradition and a way of life. The Pareto chart below reveals the importance of each of these factors.

As it can easily be observed from the chart, the most severe problem is by far the inability of the tea company to comprehend the cultural differences and appeal to them. In terms of importance, it is followed by the weakness of the brand within the Australian market, the poor communications with the public and the poor skills of the staff members. Given this status quo, the solution is a complex one, focused primarily on strategies aimed to help the company better understand and address the needs of the culturally diverse Australian market. Yet, the strategies will also focus on other components of the greater problem, such as improving relations and communication within the company’s internal environment, as well with the public, or increasing the qualifications of the staff members.

5. Finding and Recommendation

Based on the previously conducted analysis, the recommendation constructed is that of investing more in the placement of the products onto the market. In other words, the managerial team at Easy Way Tea Australia ought to consider the implementation of the following elements in the marketing mix:


Incremental emphasis on the health dimension of the beverages, such as their nutritional value, but also on their great taste

A most important thing to be done is that of selling the Easy Way teas in a wider variety of recipients. In this order of ideas, it would be best to sign a bottling contract with a national purveyor and offer the customers the possibility of enjoying the drink at home, in the office and so on. While this measure would increase customer acceptance of the teas, it would also constitute a strong competitive strategy.


One should not forget that the contemporaneous economy is currently facing the challenges of an internationalized financial crisis; in this instance, it is pivotal for the organization to implement smaller retail prices which make the beverages more accessible to wider customer palettes

In terms of the pricing strategy, when opening a new store or launching a new product, this ought to be a penetration pricing strategy throughout the first month, after which time the pricing strategy should be a variable one. With the penetration pricing strategy, the company would ensure large numbers of customers due to lower retail prices; the variable pricing strategy sees that the retail price of the tea would be established based on the costs incurred in its preparation and distribution (Moore, 2008)


It is imperative for the company to invest in marketing campaigns. It should as such allocate special marketing budgets that would fund various actions to improve the popularity and perception of the company, the products and the brand

The marketing campaigns, including components such as advertisements, could be constructed to promote the exotic features of the teas, but also the Australian tradition of tea drinking

The advertisements should promote the experience of drinking the Easy Way teas, rather than the product itself

As a way of improving customer relations and perceptions, but also as a means of attracting more customers, the company should promote the art of making, serving and consuming tea as a way of life. The endeavor would imply investments in the training of the employees. It would even be advisable for the management to offer cultural training to its Asian workers and to stimulate social interactions between the culturally diverse staff, with the end result of a better consolidated team

Tea consumption is Australia is influenced by age and ethnicity. While it would be difficult to construct marketing campaigns based on ethnicity, it would be useful to construct them based on age groups. The young target audience could be attracted through modern presentations and exotic recipes, while the older consumers could be attracted through the sense of high quality and tradition


The company should maintain its current system of combined wholly owned stores and franchises, but it should make one alternation in the way it interacts with the franchisees. These individuals are the very core of the Australian culture and they are the ones who not only understand it best, but can operate in a means that best addresses the needs of Australians. In other words, the executives at the Easy Tea Company should interact with the franchisees at a deeper level, gather insight and even allow the franchisees to implement their strategies in better appealing to the local customers.


Burt, J., Growing green tea in Western Australia: development of a green tea industry in the Manjimup / Pemberton area, Government of Western Australia, Department of Agriculture and Food, last accessed on March 4, 2010

Moore, C.W., 2008, Managing small business: an entrepreneurial emphasis, 14th edition, Cengage Learning EMEA

1999, 4804.0 — National Nutrition Survey: Foods Eaten, Australia, 1995, Australian Bureau of Statistics,[email protected]/e8ae5488b598839cca25682000131612/9a125034802f94ceca2568a9001393ce last accessed on March 4, 2010

2010, the World Factbook — Australia, Central Intelligence Agency, last accessed on March 4, 2010

Australian food and drink, Australian Government, Culture Portal, / last accessed on March 4, 2010

Easy Way Tea Australia Website, last accessed on March 4, 2010

Tea Industry Website, last accessed on March 4, 2010

Fruit / vegetable juice Australia Report, 2009

Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper

What Will You Get?

We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.

Premium Quality

Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.

Experienced Writers

Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.

On-Time Delivery

Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.

24/7 Customer Support

Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.

Complete Confidentiality

Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.

Authentic Sources

We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.

Moneyback Guarantee

Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.

Order Tracking

You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.


Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.

Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.


Trusted Partner of 9650+ Students for Writing

From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.

Preferred Writer

Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.

Grammar Check Report

Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.

One Page Summary

You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.

Plagiarism Report

You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.

Free Features $66FREE

  • Most Qualified Writer $10FREE
  • Plagiarism Scan Report $10FREE
  • Unlimited Revisions $08FREE
  • Paper Formatting $05FREE
  • Cover Page $05FREE
  • Referencing & Bibliography $10FREE
  • Dedicated User Area $08FREE
  • 24/7 Order Tracking $05FREE
  • Periodic Email Alerts $05FREE

Our Services

Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.

  • On-time Delivery
  • 24/7 Order Tracking
  • Access to Authentic Sources
Academic Writing

We create perfect papers according to the guidelines.

Professional Editing

We seamlessly edit out errors from your papers.

Thorough Proofreading

We thoroughly read your final draft to identify errors.


Delegate Your Challenging Writing Tasks to Experienced Professionals

Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!

Check Out Our Sample Work

Dedication. Quality. Commitment. Punctuality

All samples
Article review
Thesis/Thesis chapter
Research paper
Article review
A Holistic Response to Crime Victimization
View this sample
Thesis/Thesis chapter
Post Covid-19 Economic Recovery
View this sample
Research paper
Final Case Analysis: Organizational Ethical Dilemmas
Undergrad. (yrs 3-4)
Business Studies
View this sample
Research paper
Communicable Disease
View this sample
Research paper
Mental health
View this sample

It May Not Be Much, but It’s Honest Work!

Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.


Happy Clients


Words Written This Week


Ongoing Orders


Customer Satisfaction Rate

Process as Fine as Brewed Coffee

We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.

See How We Helped 9000+ Students Achieve Success


We Analyze Your Problem and Offer Customized Writing

We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.

  • Clear elicitation of your requirements.
  • Customized writing as per your needs.

We Mirror Your Guidelines to Deliver Quality Services

We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.

  • Proactive analysis of your writing.
  • Active communication to understand requirements.

We Handle Your Writing Tasks to Ensure Excellent Grades

We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.

  • Thorough research and analysis for every order.
  • Deliverance of reliable writing service to improve your grades.
Place an Order Start Chat Now

error: Content is protected !!
Open chat
Need assignment help? You can contact our live agent via WhatsApp using +1 718 717 2861

Feel free to ask questions, clarifications, or discounts available when placing an order.

Order your essay today and save 20% with the discount code DEADLINE