【正文】 ay to respond very quickly to serving the unique requests and desires of individual customers. Our small size allows us to focus our efforts on flexible and adaptive customer response. Disadvantage There are always some disadvantages exist. The startup risks: The risks mon to firms in this industry is the product and service could not be accepted by American customers since tea drinking is a traditional Asian culture. Because we are launching a new type of product and deliver a new kind of consuming experience in Miami. There are no guarantees that a market exists for it. We believe however that as shown in our customer needs section of this plan that there is significant demand to make this product/service viable, and our new offering will better serve customers’ needs than existing alternatives. We have done parisons with other similar markets such as tea houses in New York and California that confirm our belief that our offering will succeed in the marketplace of Miami. Being a new business peting largely against established firm has some disadvantages for us. To significantly build sales, we must not just find new customerswe must win over customers from existing firms. Being a very small pany with few employees creates several potential weaknesses. It means for example that all employees must wear several hats. At times we may not be able to give the attention to some aspects of our business that larger firms do. We also do not have deep expertise in all functions. We also have a petitive weakness in that our petitors have much more established reputations. We will position ourselves as providing an unusually high level of service in bination with our product offerings. While the quality of our tea will pare favorably with our petition, it is our extraordinarily high mitment to service that will really distinguish us from the petition. We also will position our service as the best and personalized available. Taking advantage of the small size of our pany, our devotion to excellence, and our close attention to customer’s needs, we are going to build a reputation for the highest quality, personalized service unparalleled in our marketplace. Competition is highly limited by locality. Customers are reluctant to use product and service providers based in distant locations and even tend to do business with a service business that specifically focuses on their region. In our target market Miami, there is one direct petitor Star Bucks. Star Bucks position itself as a professional coffee provider. And it has a good reputation and a lot of coffee branches all over the city. We also have some indirect petitors, such as Tropical and Yeung’s Chinese Restaurants. They have tea service even their main business is Chinese food. Strategy Page 12 of 31 Strategy overview Our first petitor is coffee shops, such as Star Bucks. Their major petitive strengths are reputation, advertising, distribution, convenience, and having a particularly strong capability in developing new products. The petitor for us is the Chinese restaurants. They could imitate our service very easily and have already built up relationships with their customers in the local market. To take up the formidable challenge from these petitors, we must strategically differentiate ourselves from all of them. We need to clearly define the demands and satisfactions that our customer groups are seeking. Our marketing strategy needs to acplish three things: 1), to educate the potential customers that tea has the most valuable benefit for people’s health。 Visitors Bureau said 2021 overnight visitors to greater Miami grew percent to a record million visitors. The GMCVB credited a record million domestic visitors and stable international markets. Travel and tourism is one of the fastest growing industries in Miami. For example, Miami generated one of the highest average room rates in the country Miami39。 its milder caffeine effect allows for multiple cups without the jitters. Tea39。 T Li Page 2 of 31 Table of contents Page 3 of 31 General Company Description About us Our tea house is called Oriental Oasis Teahouse, which indicates it is a piece of precious oasis that es from oriental land. Oriental Oasis Teahouse is aiming to be the most elegant and popular tea house in Miami, one of the biggest energetic and modern metropolitans in South America. Standing on a welltrafficked street in Miami, Oriental Oasis Teahouse will offer a full range of hot teas and iced teas, as well as some Chinese traditional dim sums, tea accessories, and over 50 kinds of loose teas for taking home or giving as gifts. Oriental Oasis will provide a unique Asian style “teahouse experience” for the locals and tourists in Miami. Vision and mission The vision of our business is to promote healthy and peaceful living style through introducing the TEA culture prevailed in China and many Asian countries. The business aims at the highest level of customer services through which the ideology and philosophy prehended in the accident Chinese tea culture will be delivered. We open this tea house not only for the considerable profit in the future, but also for our passion of tea and Chinese culture. We regard this tea house as a window for introducing the real traditional Chinese health lifestyle. Our tea house can serve as a juncture of Chinese culture and American people, as a bridge for transferring a more health way of daily drinks to people in Miami and as a place providing an environment that allows people to gather in a healthy and relaxed fashion. Goals and objectives We will make our teahouse a local gathering hub for people who either enjoy healthy life style or are interested in benefiting from Chinese tea culture.