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Emi_greenTea-v1.0

The global green tea market is highly fragmented; the leaders Ito En and Unilever are close rivals, with just 4% value shares each in 2014. The potential for growth is huge, thanks to green tea’s health benefits. Unilever should look to address its weaknesses in Asia Pacific, particularly in China and Indonesia, in order to seize growth opportunities, thus defending its future global status.

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