15 pages, The main purpose of this qualitative research was to design an export marketing strategy model for tea products to 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 equal to the statistical population. Second-hand data used for data collection and a semi-structured interview was used as the research instrument. 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 round of interviews was done with factory holders to investigate 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 (50 people) were interviewed to provide the research model. The fourth round of interviews was carried out with 10 experts of the tea research center and organization 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 the most suitable method to enter the target markets. Participation in relevant fairs in the target country and invitation and presence of traders of target markets in Iran were determined as the most appropriate method for market penetration and development strategy. Low price with more discounts was seen as a more suitable pricing strategy. Top quality and top packaging were selected as the best methods regarding product strategy. The 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 a more suitable promotion strategy. Gardener and factory holder cooperation, agricultural improvement of tea gardens, promoting the quality of green leaf of tea, and using modern types of machinery for cultivation and harvesting in production strategy were 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 the best differentiation strategy.
2pgs, Produce packing houses are large-scale businesses that buy produce from growers through a contract and then re-sell it on the open market. They sell very large quantities. Packing houses can also own land, renting plots to farmers to grow specifically for them, and sometimes supplying seed, inputs and packaging. They have invested in equipment such as coolers and fumigators, so they have the ability to store large amounts of product. Packing houses never own the product once they receive it, therefore the price the farmer receives is based on what it sells for at the end of the chain. Some packing houses are cooperatively owned by farmers
2pgs, Wholesale buyers are typically located in permanent stalls at a terminal market. Terminal markets are central sites, often in a metropolitan area, that serve as an assembly and trading place for agricultural commodities. Wholesale buyers will purchase products from farmers, brokers, or packing houses in large quantities, and resell it.
2pgs, Agritourism combines agricultural sales with on-farm activities that involve the customers. These can include hayrides, mazes, pumpkin patches, farm tours, a bed and breakfast, or other endeavors. “Pick-your-own” or “you-pick” operations allow customers to wander out into the fields or orchards to pick their own apples, berries, pumpkins, or other crops. Customers check in at the farm stand when finished and pay by weight or volume. This can be a fun activity, especially for kids, and can sometimes allow customers to get larger volumes at lower prices.