茶館選址及營銷計劃(英文版)

25/25TableofcontentsIntroduction……………2Historyandbriefanalyzeoftea………2NameandlocationoftheTeashop……………………4Theteashop’sspecialcharacteristicsanditsmarket-orientedmission……………….5Theinvestmentandprofitsanalysis…………………7Conclusion…………...7References…………….8Localteashopobservationsheet………9Teashopnameandsomepicture…………………….backIntroductionTorontoisfamousforitsmulti-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.HistoryandbriefanalyzeofteaTeaistheworld'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.NameandlocationofteashopTheteashopIamplanningtoopenwillbenamedas“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:TheFreshCornerteashopaimstoofferthefollowingservicestothecustomers1.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,varioustypesofteawillbeprovidedBlack,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.ConclusionThegrowthinteadrinkingandthesuccessofcoffeehousesindicatesapotentialdemandforteashops,whichledtothepurposeofthisstudy.Afterdetailedmarketresearch,Icansafelymakemydecisiontoinvestonthisteashop,andIreallyappreciateyourconsiderationandsupport.ReferencesBibliographies:Brigham,B(1996).10smartwaystoincreaseprofitsbyre-workingyourstoreimage!Worldcoffee&tea.V.37No.10.p23-26.Brigham,B(1999).Fiveprinciplestohelpyouprepareyourstores…formoreprofits.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.2p8-10Teatime(1998).U.S.teamarketplacebackground./#060595.htmClausen,V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor1997.Worldcoffee&tea.V38No.2,p12-15. Cai,Quanbao(1998)Theintroductionofteaceremony.Twenty-firstcenturyandteaculture.Cultureandartpress.No.5.p10Chow,K.&Kramer,L.(1990)AlltheteainChina./Excerpt/alltea.htmlClausen,V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor1997.Worldcoffee&tea.(CamelliaSinensis),V38No.2,p12-15.Barr,V.&Broudy,C.E.(1996).Designingtosell.McGtaw-Hill.NewYork.Clausen,V,MillerF,MullinsB.&LisickiT.(1997).What'sinthetealeavesfor1997.Worldcoffee&tea.V38No.2,p12-15.Simrang,J.P.(1997).Whatthetealeavessayaboutindustrygrowth.Worldcoffee&tea.V.38No.2p8-10Teatime(1995).U.S.teamarketplacebackground./#060595.htmWebsite(http://www.utoronto.ca/maps.html)Website()TheBelowlistiswhatIobservedintheTeaMastersteashopintheQeensstreet.LocalteashopobservationsheetNameoftheteashop:_____MASTERTEA__________________________________________Location:___________QUEENS__________________________________________________Activitiesintheteashop(checktheactivities):9-11am2-4pm8-10pmActivitiesnumbertimenumbertimenumbertimeIndividualdrinking/eating36aIndividualWritingIndividualReading5dIndividualusingcomputerTwopersondrinking/talking5dTwopersonreading/writingGroup(n)*drinking/eating/talking10fGroup(n)*discussionOthera.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.Services:1.Whattypesoffooddotheyserve?Theanswerinunderneath2.Howdotheyserve?Awaiter3.Thenumberoftheseats?204.Howmuchacupoftea?$1.39theaveragefoodspricesare$3.99to$6.99Nearlyhalfofthecustomersboughtsomedrinksandfoodthenleftinthemorning.Morethanhalfofthecustomerschosetostayintheteashopfordrinkingandotheractivities.Theaveragetimethatcustomerstayedwasbetween30-40minutes.Individualandtwo-personactivitiesweremostcommon.Individualsmostoftenwerereadingorwritingandoccupyingasingletable.MasterTeaMenu(thismenuIcopiedfrommastertea)MondaytoFridayBreakfast-Varietyherbalteasandmi