茶馆选址及营销计划完整版.docx
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茶馆选址及营销计划完整版.docx
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茶馆选址及营销计划完整版
HUAsystemofficeroom【HUA16H-TTMS2A-HUAS8Q8-HUAH1688】
茶馆选址及营销计划
Tableofcontents
1.Introduction……………………………………………………………………………2
2.Historyandbriefanalyzeoftea………………………………………………………2
3.NameandlocationoftheTeashop……………………………………………………4
4.Theteashop’sspecialcharacteristicsanditsmarket-orientedmission……………….5
5.Theinvestmentandprofitsanalysis…………………………………………………7
6.Conclusion…………………………………………………………………………...7
7.References…………………………………………………………………………….8
8.Localteashopobservationsheet………………………………………………………9
9.Teashopnameandsomepicture…………………………………………………….back
Introduction
Torontoisfamousforitsmulti-culture.Therearemanydifferentnationsinthiscity.Amongthesenations,IndianandChineseimmigrantsarethemost.ManyChineseorIndianpeoplelovetohaveacupoftraditionaltea,insteadofcoffeeduringtheday.TheyarenotusedtogoingtoTimHortonorStarbucksformeetingtheirfriendsandspenttimealone.Theyneedaplacetheycanfeelcomfortable,andAsian.Ateaplaceforethniccommunitytosocialisondemand.
Currently,teaismorepopularthaneverinNorthAmerica.Cai,Quanbao(1998),thepresidentoftheTeaAssociationoftheUSA,forecaststheteamarketandstatesthat"teawillcontinuetogrowatdoubledigitratesoverthenextseveralyearsandmightevenexceedthoseexpectationswithincreasedmarketinginvestment"(p10).TheteasalonsfirstappearedinNewYorkCityandhaveincreasedforthelastseveralyears(Teatime,1998).EveryindicationisthattherewillbeastrongmarketforteaintheUnitedStatesforthenextfiveortenyears(Barr,V.&Broudy,C.E.(1996).Canadiansdrinkover7billioncupsofteaeachyear().
OnthebasisoftheseliteratureresearchandmarketresearchindowntownToronto,IamplanningtoopenateashopindowntownToronto.Iwilldetailmyproposalinthefollowingsections.
Historyandbriefanalyzeoftea
Teaistheworld'smostpopularprepareddrink.ShenNong,discovereditin2737BC(Chow&Kramer,1990)whenatealeafaccidentallyfellintothebowlofhotwaterhewasdrinking.TeathenbecomeapopulardrinkinChina,andwasintroducedtotheworldlittlebylittle.Canadiansdidnothavetheirfirstteauntil1717,whichwasimportedbytheHudsonBayCompany.Intheearly19thcentury,afternoonteaasasocialcustom,wasoriginatedbyAnna,7thDuchessofBedford.TheDuchessbeganinvitinggueststojoinherforacupofteaandsomesweetsandsavoriesintheafternoon,inordertofillthelonggapbetweenbreakfastandlatedinners.TheritualcaughtoninEnglandandNorthAmericaandsoonbecameanafternoontraditionthatremainstoday.Modernafternoonteaattrendyteasalonsandcafésfeatureawidevarietyofqualityteasandfinefingerfoods.
Itisgenerallybelievedthattherearefivecategoriesoftea:
Blacktea,greentea,oolongtea,FlavoredTea,andHerbal/Tisane.MostcommonlyusedinNorthAmericanteabags,blackteaismadefromleavesthathavebeenfullyoxidized,producingaheartydeeprichflavorinacoloredamberbrew.Keemunisthemostfamousoneamongblackteafamily.KeemunisthefoundationofmanyEnglishbreakfastblends.(SomeEnglishBreakfastsareallKeemun.)(Brigham,B(1999).MostpopularinAsia,greenteaisnotoxidized.Itiswithered,immediatelysteamedorheatedtopreventoxidationandthenrolledanddried.Itischaracterizedbyadelicatetaste,lightgreencolorandisveryrefreshing(Brigham,B(1999).Jasmineisoneofthegreentea.Jasmineteahaslongbeenafavoriteofteaconnoisseursaroundtheworld.Thecompellingandabsorbingfragranceofjasmineblossomslingeringabovethepotastheteaisbrewedmustsurelybeoneoflife'slittlejewels!
(Clausen1997).Thenameoolongliterallytranslatesas"BlackDragon"andisverypopularinChina.Oolongreferstopartlyoxidizedleaves,combiningthetasteandcolorsqualitiesofblackandgreentea.Oolongteasareconsumedwithoutmilkorsugarandareextremelyflavorfulandhighlyaromatic(Clausen1997).FlavouredTeaarerealteas(CamelliaSinensis),blendedwithfruit,spicesorherbs.Fruitflavoredteasuchasappleorblackcurrant,isrealteablendedwithfruitpeelortreatedwiththenaturaloiloressence.Spicedandscentedteasusingcinnamon,nutmeg,jasmineormint,arealsorealteasblendedwithspices,flowersorotherplants(Clausen1997).HerbalinfusionsortisanessuchasCamomile,peppermintornettle,donotcontainanyrealtealeaf.Theterm"herbaltea"issomewhatofamisnomer,sincetheseproductsarenotreallyteaatall.Herbalbeveragesorinfusionscanbederivedfromasingleingredientorablendofflowers,herbs,spices,fruits,berriesandotherplants(Clausen1997).
3.Nameandlocationofteashop
TheteashopIamplanningtoopenwillbenamedas“FreshCorner”,whichmeansarelaxedandpeacefulplaceformeetingpeopleorjustenjoyingoneself。
Itisdeeplyrelatedtomyprojectmission,whichisprovidingenjoyable,relaxplacetoconsumers.I,myselfwillbetheowner,andIamplanningtohireoneortwoemployeesatthebeginning.Businesshours:
TheTeashopwillbeopen9am-12amFromMandaytoFriday,andweekendsfrom10:
00amto12:
00am
TheFreshCornerTeashopwillbelocatedonthemainstreetinthedowntownToronto,whichisinthe321BloorSt.West.ItisonthefirstflooroftheWoodsworthCollegeResidence,theUniversityofToronto'sSt.Georgecampus.ThedowntownSt.GeorgecampusofUofTisthehistoricalcentrepieceofCanada'sleadingresearchuniversity.Therearesome8,000facultyandstaff.IntheheartofToronto,thishistoric65-hectare(160-acre)campusisalsohometomorethan43,000fullandpart-timestudents(www.utoront.ca/maps.html).
Theselocationsareallsetamongnumerousothershopscateringtotheuniversitystudents.YoucanfindplentyofoptionsonYongeStbetweenCharlesandBloor,BloorSt.GeorgebetweenSpadinaandBathurst.Therearetwentysimilarbusinessesinthisarea.Mostofwhichofferlunchspecialsandavarietyofthingsonthemenu.IfoundOnlyNed's/Greg'sIceCreamisonBlooroppositetheRoyalOntarioMuseum.TheyprovidedifferentkindsofteathatincludesuchodditiesasGreenTea,soup,sandwiches,RoastedMarshmallow,ChocolateOrange,andStout.However,thereisnotanyteashopinthisarea.AcomparisonofactivitiesfoundintheFreshCornerteashopwillhelpthiscommunitysincethisteashopwillbebuiltintheUniversityofTorontocampus,thetargetcustomerwillbestudentsandfaculty.
4.MissionofTheFreshCorner:
TheFreshCornerteashopaimstoofferthefollowingservicestothecustomers
1.Toofferfinestqualityandlargestpossiblevarietyofteatoourcustomers.
2.Tooffervarietyfoodtosatisfycustomer.
3.Toofferclean,fresh,andexcitingenvironmenttoattractthecustomer.
4.Toofferenjoyableandcomfortableservicestocustomers.
Inordertomeetthesemissions,TheFreshCornerteashopwillexecutethefollowingsteps:
First,Makethestorefrontgrabcustomers'attentiontocreateaclean,fresh,andexcitingenvironmenttoattractthecustomer.Thesignshouldbehighqualitywithanappropriatecolorschemeandbewellilluminated.Itshouldbeeasytoread,andshouldmatchthestore'sstyle.
Secondly,thefollowingactivitieswillbepermittedintheFreshCornerteashop:
(1)Weprovidenewspapersandmagazines.Customers(manyofthemarestudents)broughtbooksandotheritemstousetheteashopasaplacetostudy.
(2)Wealsocanprovidesofasforcustomerseating.
(3)Weprovidesmallseparateroomsforbothindividualsandlargegroups.Tablesandchairsinteashopcanberearrangedforusebylargergroups.
(4)Weprovideelectricaloutletforusingpersonalcomputerscustomers.
Thirdly,varioustypesofteawillbeprovided
Black,GreenOolongWhiteTeas,RedTeas,Pu-erTeasandHerbalteas,coffee,beverage,chocolatedrink,icetea,fruitjuice,sodaandicecreamalongwithcake,cookies,muffins,sandwiches,saladandbreadsarethemainitemsservedinalltheseteashops.
Finally,Wewillalsopayattentiontosomesmallthingsforourcustomers.Forinstance,providingenoughlightsforcustomers’securityandconvenience.
5.Theinvestmentandprofitsanalysis
(1)Tototalinvestmentwillbe100,000CANdollarsfortheFreshCornerteashop.
(2)Rentwillbe25,000CANforoneyear.
(3)Decorateteashopwillbe20,000CANdollars.
(4)Waiterwagewillbearound40,000CANdollarsforoneyear.
(5)Expectedincomecouldbe500CANdollarseachday,alltogetherinthefirstyear,theincomewillbe180,000dollars.
Inconclusion,Icanreclaimtheinvestmentafterthefirstyear.
?
6.Conclusion
Thegrowthinteadrinkingandthesuccessofcoffeehousesindicatesapotentialdemandforteashops,whichledtothepurposeofthisstudy.Afterdetailedmarketresearch,Icansafelymakemydecisiontoinvestonthisteashop,andIreallyappreciateyourconsiderationandsupport.
References
Bibliographies:
Brigham,B(1996).10smartwaystoincreaseprofitsbyre-workingyourstoreimage!
Worldcoffee&tea.V.37No.10.p23-26.
Brigham,B(1999).Fiveprinciplestohelpyouprepareyourstores…formore
profits.Worldcoffee&tea.V.37No.10.P26-27.
Brigham,B(1999).10smartwaystoincreaseprofitsbyre-workingyourstoreimage!
Worldcoffee&tea.V.37No.10.p23-26.
Simrang,J.P.(1997).Whatthetealeavessayaboutindustrygrowth.Worldcoffee&tea.
V.38No.2p8-10
Teatime(1998).U.S.teamarketplacebackground.
Clausen,V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor1997.
Worldcoffee&tea.V38No.2,p12-15.
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