Bus221
Positioning
Segmentation is important to assess the target market and direction in which the firm should work towards, in order to create value and customer loyalty (Nobre, Brito and Lencastre, 2004). The segmentation profile of TWG Tea’s target market can be largely identified through the “behavioural” segmentation. Consumers make use of TWG Tea’s services for different reasons, such as buying retail products or dining in. The market can also be segmented by the consumer’s knowledge of teas and tea products, as well as their attitude towards the services provided.
As TWG Tea Company is the one of the few tea companies with restaurants and retail outlets in Singapore, it gains leverage on positioning compared to its competitors such as Lipton, Twinnings and Hediard. Besides gaining the upper hand from its competitors, consumer buying behaviour is also important and can influence the positioning of TWG Tea in the industry.
Pre Purchase Stage
Need Awareness
TWG Tea trains its staff in tea knowledge. With over 400 types of teas, it is important for the servers to be able to identify needs of the consumers and recommend the appropriate products, especially for consumers who have no prior experience with the products.
Service Expectations Tangibles
The tangible factors of TWG Tea’s outlets are well groomed staff and have a good ambience including facilities and displays. Reliability
Consumers can expect prompt and accurate service from the employees, as well as rich product knowledge when approaching employees for assistance. Responsiveness
Consumers are able to expect prompt service and politeness from employees. Employees take initiatives to approach consumers without having to be prompted for their assistance. Assurance
TWG Tea is easily contactable and open to consumer enquiries or opinions, providing a few platforms for communication such as the corporate website, outlet stores, telephone hotlines, and e-mails for enquiries. Employees are also trained to
Segmentation is important to assess the target market and direction in which the firm should work towards, in order to create value and customer loyalty (Nobre, Brito and Lencastre, 2004). The segmentation profile of TWG Tea’s target market can be largely identified through the “behavioural” segmentation. Consumers make use of TWG Tea’s services for different reasons, such as buying retail products or dining in. The market can also be segmented by the consumer’s knowledge of teas and tea products, as well as their attitude towards the services provided.
As TWG Tea Company is the one of the few tea companies with restaurants and retail outlets in Singapore, it gains leverage on positioning compared to its competitors such as Lipton, Twinnings and Hediard. Besides gaining the upper hand from its competitors, consumer buying behaviour is also important and can influence the positioning of TWG Tea in the industry.
Pre Purchase Stage
Need Awareness
TWG Tea trains its staff in tea knowledge. With over 400 types of teas, it is important for the servers to be able to identify needs of the consumers and recommend the appropriate products, especially for consumers who have no prior experience with the products.
Service Expectations Tangibles
The tangible factors of TWG Tea’s outlets are well groomed staff and have a good ambience including facilities and displays. Reliability
Consumers can expect prompt and accurate service from the employees, as well as rich product knowledge when approaching employees for assistance. Responsiveness
Consumers are able to expect prompt service and politeness from employees. Employees take initiatives to approach consumers without having to be prompted for their assistance. Assurance
TWG Tea is easily contactable and open to consumer enquiries or opinions, providing a few platforms for communication such as the corporate website, outlet stores, telephone hotlines, and e-mails for enquiries. Employees are also trained to
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