【導(dǎo)讀】BusinessPlan. 3/18/20**. LLuo&TLi. Page2of31. Tableofcontents. Page3of31. Aboutus. Visionandmission. relaxedfashion.Goalsandobjectives. Page4of31. Industryoverview

　　

【正文】 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。 2), to make potential customers aware of Oriental Oasis Teahouse39。s opening, location, and its special products/services。 and 3), to educate potential customers as to what a teahouse is, what is real “teahouse experience”, and why it is so wonderful. These three tasks will be achieved through our effective marketing strategy. Our marketing strategy will be focused on advertising in local media, the major metro paper, magazines, and the World Wide Web. Local media advertising on a regular schedule can help us to build up the sense of healthy tea beverage habit among Miami residents. We will advertise on daily basis in the lifestyle, main, local, business, and food sections of the newspaper. Advertising in local shoppers can give us the advantage of less advertising expenditure and larger coverage of every household in the market. We will advertise in magazine specialized on people’s health because we particularly want to reach potential buyers who are more sensitive to visible pictures. The message we want to municate to these buyers is a lot of benefits they can get from our unique and traditional tea products and service. We will also use heavy print advertising bining with special events and targeted promotions to introduce Miami39。s residents and tourists to our Oriental Oasis Teahouse. Special approach These approaches are specifically designed to suit our customer groups: Tea Drinkers 1) TV advertisements for the logo and brand of our tea house 2) Advertisements in the entree and food sections of all local papers within a 30 miles radius. 3) Flyers in gourmet restaurants and coffeehouses in the same area. 4) Ads or soft writing by the food writer on local magazines: 5) Weekly Tea Tasting party with a different theme 6) Nonsked traditional Chinese dancing or brewing tea process show Socializers 1) Free delicately made booklets and brochures that describe the benefit and tasting process of each kind of tea. Page 13 of 31 2) Advertise through local churches, munities and social anizations. 3) Weekly Tea Tasting party with a different theme. 4) Nonsked traditional Chinese dancing or brewing tea process show 5) Coupons in the local papers for free friends pots (with your tea order, a friend gets a free pot, to try out our teas for the first time). Tourists and Gift Buyers 1) Flyers in local upscale boutiques, salons, and restaurants. 2) Press releases to local papers, including gift suggestions. 3) Advertisements alliance with travel agencies and local inns. Sales strategy Because Oriental Oasis Teahouse is a new entity, we understand that we will have to prove our pany39。s worth to upscale tea buyers and let them participate in our “teahouse” experience in order to earn their respect, loyalty and repeat consumption. Our Sales Forecast depends on establishing a loyal customer base who visits our teahouse at least once a month。 we expect a few mitted tea drinking regulars who will e in more than once a week. In order to achieve that, we need to educate our customers about tea function, tea benefit and tea brewing process. By treating every customer, whether on the first visit or their hundredth, graciously and respectfully, our knowledge of tea and Chinese tea culture will be an endless resource of profit. Tea booklet/brochure In addition to our extensive menu describing our 6 products categories and all 50 kinds of tea drinks, we will develop a Tea booklet for new tea drinkers, or customers looking to broaden their tea experience. This booklet includes the unique function and officinal value of each kind of tea, as well as some questions about taste preferences which will help our customer to enjoy their tea beverages more properly. To add more fun, these fine booklets also include some traditional Chinese stories that related to tea and tea culture. Data pool Our teas vary widely in taste, aroma, smokiness, fruit, and pungency. And each customer has his/her own preference and individual way of enjoying the tea. A customer who sticks with his/her own tastes is much more likely to be a repeat customer than one who simply orders an averagely made tea. We plan to build a data pool of our customers. In this data pool, we will establish personal account for each customer, collect information of the customers’ prefer taste, their hea