عنوان مقاله [English]
Despite all the advantages of Iran’s tea industry in fields of production, processing and trading, it has not succeeded to find a competitive position in the international tea market. On the other hand regarding the special position of tea in each Iranian family and the dependency of more than 60,000 families to growth and production of tea, a suitable strategy and structure for Iran’s tea industry seem necessary. In this paper we have studied the strengths, weaknesses, opportunities and threats of tea industry based on Porter’s diamond model. Research shows that lack of an integrated management view in the tea supply chain is the most important factor in Iran’s tea market failure.
Study of Kenya's tea supply chain as a leading country in tea production and marketing shows that this factor (integrated management) can play an important role in the industry's success. Findings of this paper show that developing supportive structures in different segments of the tea supply chain and integrated tea supply chain management can play an effective role in creating other supportive mechanisms and the advantage of tea competitiveness.