executive summary
Executive Summary
Background:
For displaying a new type of store and exposing more of the teahouse market to the community, Andy Yang and Tracy Huang decided to open Snowflake Tea House. The original Snowflake Tea House was launched in Fremont, CA; first opening in 2012. Due to the popularity, the owners decided to open another branch in Union City. This branch is renamed to be Snowflake Tea House 2. This location is very profitable to the new branch because Union City is located in the middle of the Bay Area. Many of their regular and prior customers of Snowflake Tea House were rooted near this part of the Bay Area; therefore, opening a second branch will please the customers and help create more revenue as they go more often.
The Community:
This area is great for business since many other companies like Pepsi, Solta Medical, and other companies chose to be in Union City because of the international trade channels, which has local quarters that builds an even better business. The median age is 33 yrs. old which suggest that people have children which are part of Snowflake’s target markets. Union City has a population of 70,000 people 50% consisting of Asians and the other 50% is the rest of the ethnicities.
Research:
Primary and secondary research was conducted to gain an understanding of the store and its current branding efforts. We interviewed the store owner, conducted surveys, and researched the web to gain more of an understanding about the brand and how people currently feel. This helped us deepen our understandings, and also gave us an idea on how to create a rebranding plan.
Our Findings:
During the interview with the owner, aside from her store, when it enters to her mind, she feels that it’s a hangout spot where everyone can relax, eat desserts, and fun with family and friends. Based on the statistics that we’ve collected on the surveys, the customers both returning and new acknowledged that Snowflake was a great hangout spot and service,
Background:
For displaying a new type of store and exposing more of the teahouse market to the community, Andy Yang and Tracy Huang decided to open Snowflake Tea House. The original Snowflake Tea House was launched in Fremont, CA; first opening in 2012. Due to the popularity, the owners decided to open another branch in Union City. This branch is renamed to be Snowflake Tea House 2. This location is very profitable to the new branch because Union City is located in the middle of the Bay Area. Many of their regular and prior customers of Snowflake Tea House were rooted near this part of the Bay Area; therefore, opening a second branch will please the customers and help create more revenue as they go more often.
The Community:
This area is great for business since many other companies like Pepsi, Solta Medical, and other companies chose to be in Union City because of the international trade channels, which has local quarters that builds an even better business. The median age is 33 yrs. old which suggest that people have children which are part of Snowflake’s target markets. Union City has a population of 70,000 people 50% consisting of Asians and the other 50% is the rest of the ethnicities.
Research:
Primary and secondary research was conducted to gain an understanding of the store and its current branding efforts. We interviewed the store owner, conducted surveys, and researched the web to gain more of an understanding about the brand and how people currently feel. This helped us deepen our understandings, and also gave us an idea on how to create a rebranding plan.
Our Findings:
During the interview with the owner, aside from her store, when it enters to her mind, she feels that it’s a hangout spot where everyone can relax, eat desserts, and fun with family and friends. Based on the statistics that we’ve collected on the surveys, the customers both returning and new acknowledged that Snowflake was a great hangout spot and service,