Document Type : Original Article


1 PhD. student, Business Management, Islamic Azad university of Central Tehran Branch,Tehran, Iran

2 Department of Business Management, Qeshm International Branch, Islamic Azad University, Qeshm, Iran

3 Assistant Prof., Faculty of Business Management, Central Branch, Islamic Azad University, Tehran, Iran

4 Assistant Prof., Faculty of Business Management,Central Branch, Islamic Azad University, Central Branch,Tehran, Iran


The main purpose of this qualitative research was designing an export marketing strategy model for tea product to the target markets. The statistical population was composed of all experts in the field of this research topic (N = 332), the sample size was determined as the same as the statistical population. Second-hand data used for collecting data and a semi-structured interview was used as a research tool. Five series of interviews were conducted with the experts. In order to identify the status of tea export, the first interview was done with tea exporters during 2016 (87 people were interviewed). The second interview was done with factory holders for investigating the status of green tea leaf and dry tea as well as the respective model (170 companies were interviewed). In the third step, the experts and practitioners were interviewed (50 people were interviewed) for providing the research model. The fourth interview was done with experts of the tea research centre and organization (10 people were interviewed) to examine the status of tea gardens, green tea, and dry tea production and the main model. Finally, some Iranian business and economic advisers were interviewed in the fifth step. The results showed that direct export - business partner was as the most suitable method to enter the target markets. Participation in the related fairs in the target country and invitation and presence of traders of target markets in Iran determined as the most appropriate method for market penetration and development strategy. Low price with more discounts was seen as more suitable in pricing strategy. Top quality and top packaging were selected as the best method regarding product strategy. Selection of top distributors in each country and chain stores were determined for the product distribution. Using the brand of target market, digital marketing, fair, and social networks were recognized as more suitable regarding promotion strategy. Gardener and factory holder cooperating, agricultural improvement of tea gardens, promoting quality of green leaf of tea, and using modern types of machinery for cultivation and harvesting in production strategy was the most important production strategy. In addition, differentiation through special taste and smell of Iranian tea, high quality, and attractive packaging design and type were recognized as more suitable selected as the best differentiation strategy.

Graphical Abstract

Developing Export Marketing Strategy Model of Tea to Target Markets


  • Foreign trade today is one of the most important policies of any country.
  • Increasing Iran’s foreign trade share at international level may bring about economic prosperity and subsequently development.
  • Strategy can be regarded as the way of realization of organizational mission, so that the organization investigates and identifies external factors and internal factors through this way, and properly utilizes internal strength and external opportunities, eliminates internal weaknesses, and avoids external threats.


Main Subjects

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