茶馆选址及营销计划完整版.docx

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.

C