Strategy and Implementation.: Competitive Edge Competitive Strengths

Strategy and Implementation.
We will combine heavy print advertising with special events and targeted promotions to introduce City
of Naga residents and tourists to our Milk Tea. Repeat sales depend on consistently high quality
products and service. Our milk tea offered at a price premium that discourages customers seeking
cheap, low-quality goods. This not only enhances the feeling of prestige customers get when patronizing
our tea, but also ensures that customers will have similar expectations of service and quality, based on
their socio-economic class.
Competitive Edge
Competitive Strengths
 Our staff are well trained server. We are the only full-scale milk tea house within the city.
We have arranged competitive distribution contracts with high-end tea growers internationally.
We are the only retailer offering such a wide array of tea. Our interior design will give an
intimate, cozy, comfortable, and chic feeling, without reminding customers of doilies and lace.
We are committed to providing only high-quality products and services.
Competitive Weaknesses
 Our primary weakness is that we are a new business competing against established chains, for
customers who may not know how great our products are. To significantly build sales, we must
not just find new customers, we must take customers away from existing stores and from their
coffee-drinking habits. We can accomplish this only by offering a superior selection of teas
focusing on high-quality service and full service delivery.
Marketing Strategy
 Our marketing strategy needs to accomplish two things: first, to make potential customers
aware of Milk Tea business opening and location; second, to educate potential customers as to
what a Milk Tea is, and why it is so wonderful. Clearly, with committed Milk tea drinkers, the
first will suffice. However, for the rest of our target market, we must strategically define
ourselves as the answer to the many different things each group is seeking. Our highly visible
location in the heart of the city or on the baywalk.
 The marketing budget will not exceed 3% of our gross annual sales.
 Milk Tea Drinkers

Appeal to their gourmet palates:
 Advertisements in the entree and food sections of all local papers
 Flyers in gourmet grocery stores and coffeehouses in the same area.
 Ads in local magazines
 Socializers
 Appeal to their sense of prestige and good taste. Within the local market, we
will initially target women looking for an intimate social gathering space. A cozy
chat over a cup of tea is just right for exchanging gossip, planning outings, or
simply relaxing and pampering oneself.
 Coupons in the local papers
 Flyers in local upscale boutiques, salons, and restaurants.
 Gift Buyers
 Focus on our wide gourmet selection and convenient location:
 Ads in all local papers

 Press releases to local papers, including gift suggestions
 Tourists
 Walk-ins: In mild weather, our best chances are to increase the visibility of our store to
encourage visits from tourists strolling through the city. The storefront design in our highly
visible location will include our name and logo, and we will place standing signs pointing
towards our store at both nearby intersections. Our menu, prices, and hours will be posted in
the windows at all times.
Sales Strategy
Because Milk Tea is a new entity, we understand that we will have to prove our company’s worth to
upscale tea buyers in order to earn their respect and business. Our Sales Forecast depends on
establishing a loyal customer base who visits our teahouse at least once every month, we expect a few
committed milk tea drinking regulars who will come in more than once a week. In order to achieve this
kind of repeat business, every customer, whether on the first visit or their hundredth, will be treated
graciously and with respect.
Part of our mission is to educate our customers about milk tea and tea brewing, however, this must only
be done in a respectful fashion. Our knowledge is a resource, and must never be used to make a
customer feel uncomfortable or ignorant.
Tea Profiles
- In addition to our extensive menu, our company have developed a “Tea Profile” card for new
tea drinkers, or customers looking to broaden their tea experience. These cards include
questions about taste preferences which will help our server guide the customer to a tea they
will enjoy. Our teas vary widely in taste, aroma, smokiness, fruit, and pungency, and very few
people will enjoy them all equally. A customer who finds his or her personal tastes met is much
more likely to be a repeat customer than one who simply orders a popular tea.
Tea Tasting Plates

- Every week we will offer a different selection of our teas as a tasting 4 to 5 small cups of
different teas, labeled and described, with appropriate pastry accompaniments. These plates
will allow customers to try new kinds of tea without committing to a full pot. These tastings will
be priced at 1 1/2 times the price of a regular pot.
Special Events
- In addition to our monthly milk tea tasting parties, our milk tea will offer customers the option
of reserving the entire teahouse for a party or special event. We anticipate business for bridal
and baby showers, as well as a few children’s birthday parties.

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Strategy and Implementation.

 Milk Tea Drinkers

 Ads in all local papers

Tea Tasting Plates

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