茶馆选址及营销计划

茶馆选址及营销计划

Revisedasof23November2020

Tableofcontents

1.Introduction

2

2.Historyandbriefanalyzeof

tea………2

3.Nameandlocationofthe

Teashop……………………4

4.Theteashop’sspecialcharacteristicsanditsmarket-oriented

mission……………….5

5.Theinvestmentandprofits

analysis

7

6.Conclusion

7

7.References

8

8.Localteashopobservation

sheet………9

9.Teashopnameandsome

picture…………………….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,.(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

andlocationofteashop

(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).

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)campusisalsohometomorethan

43,000fullandpart-timestudentsTheselocationsareallsetamong

numerousothershopscateringtotheuniversitystudents.YoucanfindplentyofoptionsonYongeStbetweenCharlesandBloor,BloorbetweenSpadinaandBathurst.Therearetwentysimilarbusinessesinthisarea.Mostofwhichofferlunchspecialsandavarietyofthingsonthemenu.IfoundOnlyNed's/Greg'sIceCreamisonBlooroppositetheRoyalOntarioMuseum.TheyprovidedifferentkindsofteathatincludesuchodditiesasGreenTea,soup,sandwiches,RoastedMarshmallow,ChocolateOrange,andStout.However,thereisnotanyteashopinthisarea.AcomparisonofactivitiesfoundintheFreshCornerteashopwillhelpthiscommunity

sincethisteashopwillbebuiltintheUniversityofTorontocampus,thetargetcustomerwillbestudentsandfaculty.

ofTheFreshCorner:

TheFreshCornerteashopaimstoofferthefollowingservicestothecustomers

offerfinestqualityandlargestpossiblevarietyofteatoourcustomers.offervarietyfoodtosatisfycustomer.

offerclean,fresh,andexcitingenvironmenttoattractthecustomer.

offerenjoyableandcomfortableservicestocustomers.

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.

investmentandprofitsanalysis

(1)Tototalinvestmentwillbe100,000CANdollarsfortheFreshCornerteashop.

(2)Rentwillbe25,000CANforoneyear.

(3)Decorateteashopwillbe20,000CANdollars.

(4)Waiterwagewillbearound40,000CANdollarsforoneyear.

(5)Expectedincomecouldbe500CANdollarseachday,alltogetherinthefirst

year,theincomewillbe180,000dollars.

Inconclusion,Icanreclaimtheinvestmentafterthefirstyear.

?

Thegrowthinteadrinkingandthesuccessofcoffeehousesindicatesapotentialdemandforteashops,whichledtothepurposeofthisstudy.Afterdetailedmarketresearch,Icansafelymakemydecisiontoinvestonthisteashop,andIreallyappreciateyourconsiderationandsupport.

References

Bibliographies:

Brigham,B(1996).10smartwaystoincreaseprofitsbyre-workingyourstoreimage!Worldcoffee&tea..p23-26.

Brigham,B(1999).Fiveprinciplestohelpyouprepareyourstores…formoreprofits.Worldcoffee&tea..P26-27.

Brigham,B(1999).10smartwaystoincreaseprofitsbyre-workingyourstoreimage!Worldcoffee&tea..p23-26.

Simrang,J.P.(1997).Whatthetealeavessayaboutindustrygrowth.Worldcoffee&tea.

V.38p8-10

Teatime(1998)..teamarketplacebackground.V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor1997.

Worldcoffee&tea.V38,p12-15.

Cai,Quanbao(1998)Theintroductionofteaceremony.Twenty-firstcenturyandteaculture.Cultureandartpress.No.5.p10

Chow,K.&Kramer,L.(1990)AlltheteainChina.V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor1997.

Worldcoffee&tea.(CamelliaSinensis),V38,p12-15.

Barr,V.&Broudy,.(1996).Designingtosell.McGtaw-Hill.NewYork.Clausen,V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor

1997.

Worldcoffee&tea.V38,p12-15.

Simrang,J.P.(1997).Whatthetealeavessayaboutindustrygrowth.Worldcoffee&tea.

V.38p8-10

Teatime(1995)..teamarketplacebackground.()

WebsiteBelowlistiswhatIobservedintheTeaMastersteashopintheQeensstreet.

Localteashopobservationsheet

Nameoftheteashop:_____MASTERTEA

__________________________________________

Services:

Location:___________QUEENS__________________________________________

________

Activitiesintheteashop(checktheactivities):

Activities

Individual

drinking/

eating

IndividualWritingIndividualReading

9-11am

number

36

time

a

2-4pm

number

5

time

d

8-10pm

number

time

Individual

using

computer

Two

person

drinking/

talking

Two

person

reading/

writing

Group(n)*

drinking/

eating/

talking

Group(n)*

discussion

Other

5

d

10

f

a.staylessthan10minutes,b.11-20minutes,c.21-30minutes,d.31-40minutes,e.41-50minutes,

f.51-60minutes,g.61-70minutes,h.71-80minutes,j.81-90minutes,k.91-100minutes.

1.WhattypesoffooddotheyserveTheanswerinunderneath

2.HowdotheyserveAwaiter

3.Thenumberoftheseats20

4.Howmuchacupoftea$theaveragefoodspricesare$to$

Nearlyhalfofthecustomersboughtsomedrinksandfoodthenleftinthemorning.Morethanhalfofthecustomerschosetostayintheteashopfordrinkingandotheractivities.Theaveragetimethatcustomerstayedwasbetween30-40minutes.Individualandtwo-personactivitiesweremostcommon.Individualsmostoftenwerereadingorwritingandoccupyingasingletable.

MasterTeaMenu(thismenuIcopiedfrommastertea