Marketing Plan: the Tea Shop

Marketing Plan: The Tea Shop 1.0 Purpose and Mission 1.1 Purpose of the Marketing Plan This marketing plan for the Tea Shop in Spain is produced to review the future of the business. In this plan, strategies are identified for the growth of the business considering opening new lines of business such as distribution of tea in top-of-the-range restaurants and hotels and also opening new shops in other countries. 1.2 Mission Statement Tea is one of the most drunk beverages in the world. World tea production continued to reach new highs in 2004, when output grew by 2 percent to reach an estimated 3.2 million tonnes, according to an FAO report prepared for the Intergovernmental Group on Tea meeting in Bali (20-22 July 2005) to review the current world tea market and its medium-term outlook. Tea is a natural source of caffeine, theophylline, and antioxidants, although it has almost no fat, carbohydrates or protein. It has a cooling, slightly bitter and astringent taste. Tea also contains an important quantity of minerals and anti-oxidants which play an important role in protection from cancer and heart disease and the maintenance of oral health; that there is a connection between tea drinking and a healthier lifestyle; and that tea is a refreshing, reviving drink. But in spite of these, with the country that is generally coffee drinker and coffee producer, that is Spain, tea shops establishments had experience difficulties in penetrating the market. The Tea Shop which was established late in 1980’s by Per Sundmalm is an enterprise that imports high quality tea. The first tea shop was opened in autumn of 1990 in Barcelona. Sundmalm has established the tea shop because of his search for good quality tea in Barcelona. Tea drinker in Spain is a rarity. Spaniards are generally coffee drinkers. Tea in Spain is mainly for medicinal purposes. But Sundmalm suggest that there is no problem in demand of