Having a long and extensive experience in tea-shops the company is fully experienced in determining the location of its stores, the necessary equipment and decoration of the shops, as well as the necessary inventory of tea that its shops to hold, and human resource management. It offers seminars to the further the knowledge of its partners, has a unique selling system, and has a complete range of teas and tea related products. The company buys most of its black and green teas at the source. In the area of fruit teas it has developed its own know-how of mixing ,blending and flavoring its teas. All types of tea accessories and related products are stocked along the main products. The company has established a unique corporate and brand identity through its packaging and special design of its shops. .
Product Descriptions.
This plan will demonstrate that there is a need for specialist tea shops in Russia, Moscow. Russian people love tea, however there exists no established tea-shops that the public is aware of. Surveys show that almost 40% of Russians buy their tea in grocery stores, 23% in whole-sale markets, 10% do not care where they buy their tea, and only 5% buy their tea in specialist tea-shops. These figures indicate a general need for tea-shops for connoisseurs and for and for amateurs in general. To reach out target customers, Golden Cup will establish a number of specialty stores and slowly move into larger retail chains. Most of these will be placed near large supermarkets, malls and shopping centers, i.e. RAMSTOR- one of the biggest in Moscow. Golden Cup offers tea lovers the chance to sniff, smell, swirl, and taste fine quality teas from around the world. Each class includes tea tastings, informative discussions about tea, along with written handouts.
Market Analysis .
With the beginning of the 21st century, Russia has become one of most tea drinking countries in Europe. The level of consumption of tea per capita is one of the highest in the world.