Only 25% of businesses survive for 15 years. Oza Tea, owned by Oza Sudewo, has successfully endured and is now recognized as an Indonesian tea specialist.
Oza Tea primarily targets the business-to-business segment, serving cafes, hotels, and restaurants. While also engaging in the business-to-consumer market, Oza strategically pursues substantial profits.
During a guest lecture on “Marketing Strategy Implementation” for MBA Entrepreneurship students at the SBM ITB (29/11), Oza Sudewo shared his experience building Oza Tea.
He emphasized Oza Tea’s unique value proposition, focusing on offering 100% Indonesian tea. Living in Bandung, Oza chose to concentrate on the tea business because the city is surrounded by tea plantations, which is integral to the local identity.
On a global scale, Oza noted that Indonesian tea is relatively unknown and often perceived as mixed. Despite a market price of only US$1 per kilogram in Indonesia—compared to the world average of US$2-3 per kilo—Oza aspires to elevate the international reputation of Indonesian tea.
Oza also shared his success collaborating with BCA, resulting in a unique tea blend designed to present “BCA in a Cup of Tea.” In his business endeavors, Oza follows three principles: freedom, power, and wealth, emphasizing the recognition of the ultimate business goal, which is God.
In business management, Oza underscored the importance of applying the principles of segmentation, targeting, and positioning (STP) and the 7P theory. However, Oza Tea focuses on 3P: product, people, and price. Oza also advised that products should not deviate too far from regional traditions or be too radical to ensure widespread acceptance.
