In the green tea market, Ichitan was one of the successful companies under Tan's management. It is clear that there is one strategy that is deeply in mind: the 4Ps. The first is Product. Taking advantage of being the first mover in the green tea market, Tan has a lot of experience and knowledge of the know-how largely based on customer preferences. Furthermore, the continuous development of new flavors to find the best match with customer demand has greatly stimulated brand awareness through the existence of the brand through marketing often. The price is the second P. He knows that when he was with Oishi the product contains 520 ml. of a bottle and that the customer was unable to finish it in one go, clearly that is an excessive amount. Then reduce to 400 ml. , the correct size with one-time consumption. The decrease in volume also helps the price, as does the Cold Aseptic technology in the manufacturing process which overall helps reduce the excessive price. Promotion is the third aspect, it is clear that Ichitan has so many promotions to promote and increase sales there...