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Product cover image for Green Tea Seed Oil: Developing a Market Mix for Future Growth

Green Tea Seed Oil: Developing a Market Mix for Future Growth

Min Li, William Wei, Bijun Xie, Ziqian (Stella) Zhao, Yunlong Li

Product #:W42662
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:China, 2020
Details:Case (PDF) • 10 pages • 2025-04-08

Subjects:

Leadership and managing peopleSales and marketingManagementMarketing

Industries:

Agriculture sector

Geography:

ChinaAsia
Your Price:$9.71

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Longchuan Green Oil Agricultural Development Co. Ltd. (Green Oil) was founded in Guangdong, China in January 2015. The founder’s unwavering pursuit for sustainable development led the company to overcome initial technical challenges and mid-stage struggles in market expansion and product line development. With new technologies and use of pure pesticide-free camellia seeds, Green Oil led the market in terms of product quality, research and development, camellia oil-related events, immersive shopping experiences that enhanced product visibility, and integration of agriculture and internet technology. However, the company encountered several challenges along with its growth, including poor sales of its flagship product camellia oil, high pricing due to elevated product standards, and stalled development due to a relatively singular marketing model. With growing competition and market homogenization, could Green Oil’s superior products capture the market?

Learning Objectives

This case study is suitable for courses on marketing management, strategic management, or business theory and for related professional courses at the undergraduate, MBA, and EMBA levels. This case enables students to explore the strategic choices and marketing dilemmas faced by an entrepreneur in a highly competitive and homogenized market in China. Through in-depth discussion and analysis, students will gain insight into basic marketing strategies. After completion of this case, students will be able to
  • recognize the significant impact of product and brand positioning on company performance;
  • analyze a product’s value proposition from functional, emotional, and self-expressive benefits;
  • develop a marketing mix strategy based on the product’s value proposition; and
  • understand the application of marketing strategies in product promotion, brand building, and customer relationship management.
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Case Study: Green Tea Seed Oil: Developing a Market Mix for Future Growth (English version) | Ivey Publishing