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TEAM: UNLIMITED
Team members: Nguyen Thi Thu Hien- Luong Hong Hanh
Ho Chi Minh City, June 20th
, 2013
VIETNAM YOUTH TO BUSINNESS FORUM 2013
ONLINE COMPETITION
BUSINESS PLAN:
IMPROVE LEMON TEA SHOP BUSINESS
Page 2
Page
1. Introduction ............................................................... 3
2. Problem ..................................................................... 3
3. Effects ........................................................................ 4
4. Solutions .................................................................... 5
5. Conclusion ................................................................. 8
Contents:
Page 3
Lemon tea has been a popular drink in Vietnam for a long time. It is easy to find many
lemon tea shops on pavements in Hanoi or Ho Chi Minh City. However, there are recent
rumors about the quality of the ingredients used in making lemon tea. These rumors have
negatively affected the lemon tea business. Facing this fact, businesses must rectify the
situation and regain customers’ belief.
The damaging rumors surrounding
lemon tea shops originated from a
newspaper article. First, it stated that not
all shops maintain a high level of
hygiene. In fact, some shops do not
Health certifications to ensure that the
quality of tea is safe. Second, the usual
materials for making lemon tea consist
of tea powders, lemons, and sugar are
being replaced with cheap chemical
ingredients from China and unpurified
water.
1. Introduction:
2. Problems:
Page 4
Tea shops using these cheap ingredients, want to reduce costs and gain high
profits. Some shops do not care about the customer’s health, profits are their
first priority.
The article also reported some ill effects of drinking unhygienic lemon tea. It can cause
chronic poisoning, which is also known as chronic toxicity. Moreover, a large amount of
aromatics (lemon tea solids), when accumulated in the body, will create toxins. Finally,
using unclean water with heavy metals can affect the bones and brain. This caused an
outrage from customers and the inevitable result is that they will boycott lemon tea or be
circumspect of which lemon tea shops to buy from.
3. Effects:
Page 5
To overcome this situation, we will follow six steps:
Step 1: REGAIN CUSTOMER’S TRUST
Customer trust is very important, but it is altered easily by external information.
Customers often believe what they can see and hear, as well as the word of a credible
person, or organization. To gain costumers’ belief, we build our brand "super clean
lemon tea" by:
4. Solutions:
Applying the term "habit cures habit", we will
take an advantage of rumors about lemon tea
through social networks and friends to create a new
rumor about the quality and clean materials in
our shop.
Applying for certificate of food hygiene and safety, and hang it in
shops. Taking full responsibility for the safety of the product if customers
complain about food poisoning.
Designing tea shop to open and airy space. Lemon tea preparation process
can be seen by customers, so they can trust the quality of lemon tea.
Using ingredients from reputable companies with verifiable
production standards such as Thai Nguyen Tea, Bien Hoa Sugar, and
fresh limes. Because the ingredients are completely natural, our lemon
tea will certainly taste better than the pre-mixed powdered tea and
sweeteners used in other shops.
I heard that this shop
have a good quality of
lemon tea
Page 6
Step 2: Make the best use of marketing and PR
With the slogan “please even the most demanding customers”, we will make the
customer feel satisfied.
Staff will be trained professionally and wear uniforms.
Advertise on websites popular with teens as: kenh14, diadiemanuong.com,...
Have a strong Facebook presence.
Use the media for marketing for shop such as online advertising in the charisma website.
Once customers come and enjoy tea in our shop, they may like to vote for shop on social
networks in order to confirm the quality of the tea.
Regularly hold promotions such as "gold time for lemon tea" with each cup is only 1 half
discount, and give gift voucher on the big occasions.
Step 3: Expand Menu
Our target market is young people. Therefore, if we serve only lemon tea, it will
make people uninterested because of the many lemon tea shops available. Because of
this, we have decided to expand the menu with fast foods that are popular with teens and
adults. The following are some ideas for the expanded menu:
Rice-paper mixed
Cheese sticks
Fried corns
Chips
Likewise, we decide to add some new ingredients combined with lemon tea, not
just merely lemon tea, such as mint, cane,...
In addition, we will hold lemon tea buffets. This means that while drinking tea in
our shop, customers can choose the fresh ingredients from the stalls to make your own
drinks.
Page 7
Step 4: Pricing and promotions
The customers are mostly students and young adults, so paying attention to the
price is also very important. We have to figure out a reasonable price to retain customers
but also retain profits.
Pricing - 12,000 small cup- 15,000 large cup- 20,000 food items.
Special Promotions- buy 4 get 1 free, buy 10 get one cheese sticks.
Membership cards that receive 10% discounts on the total bill and accumulate
points from purchases which can be redeemed for gifts like key chains,
ballpoint pens, stickers, and phone cases.
Step 5: Remodeling to attract customers
People are attracted by appearance. If the interior decoration eye-catching, it will
attract more customer.
Stunning interior decoration will provide photo opportunities for customers who then
post them on social networking websites giving free publicity for the shop.
First floor will be for customers like the noise, air and space bustling street outside, and it
will be brightly decorated and more rural.
Second floor will be decorated likely a classic and a little gentle Hanoi for those who
prefer quiet.
Step 6: Provide delivery service
Whether at home or in the office,
customers want to enjoy lemon tea and
snacks at their gathering but don’t want the
hassle of going out. A delivery service is the
key to reaching these potential customers.
The service is offered to orders of 100.000đ
or more.
Page 8
You may wonder where we get money for this plan while we are students. As
running a business, it must be costly, but we can solve this problem by borrowing from
the bank. It will be recovered once our plan is successful as a saying "one step back to
move two steps".
For our team, the challenge was made to create opportunity to expand our market
share amid the current negative publicity of lemon tea shops. Thus, through the strategy
we have outlined for our lemon tea shop, we are confident that we can meet the needs of
consumers, and help our business to consistently grow.
5. Conclusion: