Discuss implications for the strategy diamond

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Reference no: EM132203415

Tea WG’s International Strategy

In July 2018, Tea WG announced its launch in Europe in conjunction with its 10th anniversary3. The luxury tea brand will open two Tea WG Salons and Boutiques in London at Knightsbridge and Leicester Square, achieving the distinction of being the first luxury tea brand to emerge from Asia in the UK market. Both new venues are opening in heritage buildings and include retail boutiques, patisserie counters and tea salons with refined, luxurious interiors designed and conceived by Taha Bouqdib, President and CEO, Tea WG. The concept salons showcase more than 800 of Tea WG’s signature harvests and tea blends, as well as its tea gastronomy, tea accessories and tea-infused foods.

The TWG brand was originally established in Singapore in 2008 as a luxury concept that incorporates unique and original retail outlets, exquisite tea rooms and an international distribution network to professionals. Today, it is one of the fastest growing luxury tea brands in the world.

1. Define TWG’s international strategy and discuss implications for the Strategy Diamond.

Reference no: EM132203415

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