Business plan for the brand My Tea Break

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

My Tea Break (MTB) is an online shop that sells a unique range of loose-leaf tea. The company is at the beginning of its expansion strategy (it started in 2011). The aim of this work project is to develop a business plan for MTB for the next five years in Portugal. For this purpose, a description of the product will be given, followed by an extensive analysis of the Portuguese market to find opportunities to capture value. Then, potential consumers will be divided in different clusters, a specific segment will be targeted and a brand positioning will be defined to reach this target. Finally, a communication plan will be proposed, as well as an implementation plan. It was concluded that MTB has a great potential to succeed in the Portuguese market.