Managing customer value - Essay Example

The company started its operations back in 1882 as a small tea shop in Dresden (Windsor, 2009). Teekanne has an outstanding performance in the European market and it has recently entered into the U.S. market. Actually, the U.S. market is going through a shift in food trends from junky food to healthier food. Teekanne has found it as the best opportunity to expand into the U.S. market. Although company has been able to generate a huge demand in the U.S. market for its herbal tea, still, the huge difference between the European and American consumers, create huge marketing challenges for the company.

In consideration to the marketing challenges which Teekanne could face in the U.S. market, this company has been selected. Teekanne herbal teas are different from most of the other herbal teas brands because Teekanne teas are manufactured from 100 percent natural brands. The teas are specifically targeting the health conscious people by offering them no-additive sugars, artificial additives or preservatives and to match their healthy lifestyle (Teekanne). The primary features of the product include healthy body and mind and various natural and herbal flavors.

Teekanne herbal tea provides both the flavor choices and functionality like energy and relaxation to mind and body. The following figure describes the product classification of different herbal teas of the company. These teas differ both in terms of their flavors and functionality. Nowadays, consumers ask for the taste of the product along with its functional performance, therefore, the combination of flavor and functionality of Teekanne herbal tea has made it popular among the Europeans. However, the company cannot use the same market strategies in the United States market because of huge differences in what consumers think and how they behave.

Strategy, as defined by Doyle, is the set of decisions which management take when it comes to allocate