Professional Documents
Culture Documents
s Vietnam is the 8th of tea exporters in the world with 133,900 tons exported per year The UK imports 160,000 tons of tea per year 60.2 billion cups of tea are consumed in the UK each year 96% of British tea is consumed from a tea bag The British have been drinking tea for nearly 400 years 10% of tea is consumed out of home in the UK 70% of population (over 10yrs) drank tea yesterday
Tea figures
888,000 tons of tea is manufactured in Vietnam per year Vietnamese tea has its own of history 3000 years Vietnam is the 8th of tea exporters in the world with 133,900 tons exported per year The UK imports 160,000 tons of tea per year 60.2 billion cups of tea are consumed in the UK each year 96% of British tea is consumed from a tea bag The British have been drinking tea for nearly 400 years 10% of tea is consumed out of home in the UK 70% of population (over 10yrs) drank tea yesterday
Tearooms in Vietnam
Social
Awareness of avoiding harm of unhealthy food
Cultural
Tea is favourite drink of the British
Financial
UKTI investment services team
Immigration support
Multicultural society
Competitors
Other tearooms: Richmond, Leckenbys, Holden, Teacup
Strengths: - Earlier market penetration - Familiar customers - Stable market share - Variety of tea from many countries
Weaknesses: - Lack focusing on specific kinds of tea - High price (3.20 - 4.90) - No utility introduction and recommendation for customers
Business Strategy
Product description
Serving Vietnamese tea in a traditional tearoom: focus on special tea of Vietnam: Lotus tea Selling tea boxes to customers Menu contains main ingredients and utility of each tea Books for customers to read whilst enjoying tea
Price
Different price for different tea: 2.50 - 4.00/teapot for 1-2 customers Special offer for groups of more than 3: 5.00/teapot
Business Strategy
Place
Traditionally designed tearooms: quiet, peaceful, green trees, soft background music, gentle or natural light Serving time: 09:00 am 10:00 pm
Promotion
Half price for all kinds of tea in the first week Tea gifts for customers in the first two weeks Free of charge on customers birthday (one tea pot for group of 4) Working with Afternoon tea Perfect places for afternoon tea guidebook to introduce Tra Viet to UK customers
Sustainability
Tea materials