Tea Shop
CONTENTS
1 Introduction 1
2 Retail Sector 2
3 Retail Format 3
4 Retail Location 4
5 Competitive Environment and Positioning 5 5.1 External Environment 6 5.1.1 Social-culture Factor 6 5.1.2 Current Economics and China’s Tea Industry 7 5.2 Internal Environment 7 5.2.1 Potential Competitors 7 5.2.2 Competitors and Barriers to Entry 8 5.3 Positioning 8
6 Retail Marketing Management 9 6.1 Product Strategy 9 6.2 Pricing Strategy 10 6.3 Promotion Strategy 11
7 Retail Operation Management 12 7.1 Store Design 12 7.1.1 External Design 13 7.1.2 Internal Design 13 7.2 Store Information and Staff Management 16 7.4 Inventory Management 17 7.4.1 Inventory Reordering and Recording 17 7.4.2 Inventory Process and Inventory Checking 18
8 Supply Chain Management 19
9 Links and Cohesion 22
10 Conclusion 23
Reference 24
Appendices 25 Appendix 1: Logo of Tea Time 25 Appendix 2: The Proportion of Drinks in UK 26 Appendix 3: Age Structure (Source: ONS) 26 Appendix 4: Products 27 Appendix 5: Recommend External Store Design 28 Appendix 6: Layout of Tea Time 28
1 Introduction
As a university town, Lougborough benefits from its strong road and rail transport links and also benefits from a growing number of residents and student population which ultimately became the dominance of the Brough. In town center, Loughborough has a relatively good parking provision. There are over 2,000 spaces in several surface and multi-storey car parks across the town centre and the Rushes development will also provide a further 40 spaces. The tiny town therefore begins to present business opportunities by the development of Rush Square.
Tea, as a regular drink before the coffee boom, is still popular among the British people. Nevertheless, this report focuses on how to launch business plan for a tea shop. Based on the theories of retail and
1 Introduction 1
2 Retail Sector 2
3 Retail Format 3
4 Retail Location 4
5 Competitive Environment and Positioning 5 5.1 External Environment 6 5.1.1 Social-culture Factor 6 5.1.2 Current Economics and China’s Tea Industry 7 5.2 Internal Environment 7 5.2.1 Potential Competitors 7 5.2.2 Competitors and Barriers to Entry 8 5.3 Positioning 8
6 Retail Marketing Management 9 6.1 Product Strategy 9 6.2 Pricing Strategy 10 6.3 Promotion Strategy 11
7 Retail Operation Management 12 7.1 Store Design 12 7.1.1 External Design 13 7.1.2 Internal Design 13 7.2 Store Information and Staff Management 16 7.4 Inventory Management 17 7.4.1 Inventory Reordering and Recording 17 7.4.2 Inventory Process and Inventory Checking 18
8 Supply Chain Management 19
9 Links and Cohesion 22
10 Conclusion 23
Reference 24
Appendices 25 Appendix 1: Logo of Tea Time 25 Appendix 2: The Proportion of Drinks in UK 26 Appendix 3: Age Structure (Source: ONS) 26 Appendix 4: Products 27 Appendix 5: Recommend External Store Design 28 Appendix 6: Layout of Tea Time 28
1 Introduction
As a university town, Lougborough benefits from its strong road and rail transport links and also benefits from a growing number of residents and student population which ultimately became the dominance of the Brough. In town center, Loughborough has a relatively good parking provision. There are over 2,000 spaces in several surface and multi-storey car parks across the town centre and the Rushes development will also provide a further 40 spaces. The tiny town therefore begins to present business opportunities by the development of Rush Square.
Tea, as a regular drink before the coffee boom, is still popular among the British people. Nevertheless, this report focuses on how to launch business plan for a tea shop. Based on the theories of retail and
Links: Drake, M. F. et al. 1992, Retail Fashion: Promotion and Advertising, Canada: Macmillan Publishing David, J Levy, Michael & Weitz, Barton A. 1995, Retailing. Management, 6th edition Boston, MA : McGraw-Hill/Irwin. Varley, R. and Rafiq, M. 2004, Principles of Retail Management, New York: Palgrave Macmillan Anon, 2006, Tea 'healthier ' drink than water, accessed on 13th March 2010 at news.bbc.co.uk/1/hi/5281046.stm Mintel, 2009, Tea and Herbal Tea - UK - February 2009, accessed on 20th March 2010 at academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=393893/display/id=442281 Tea Market in UK http://www.cnfood.gov.cn/