Tra (1)

• 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

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

Tearoom “Tra Viet” in the UK Final presentation Proposed by: Quan Thai Ha MMU Business Summer School 2012

Introduction to Vietnamese Tea • History of Vietnamese tea: more than 3000 years • Various kinds of tea, some of them are made only in Vietnam: Lotus and other flower flavoured tea… • Factors of enjoying tea: tea type, teapot, time, place, companion • Utilities of tea: avoiding some diseases, providing vitamins, reducing fat…

Tearooms in Vietnam

Why am I proposing “Tra Viet” to the UK? Political

Social

Cultural

Financial

Fast formation for new businesses, establishment within 24 hours

Awareness of avoiding harm of unhealthy food

Tea is favourite drink of the British

UKTI investment services team

Immigration support

Demand of enjoying leisure and peaceful time

The British have been drinking tea for 400 years

Regional Growth Fund (RGF)

Multicultural society

“Afternoon tea” in UK (history of 200 years)

Corporate tax rates below average for EU

Competitors Other tearooms: Richmond, Leckenby’s, Holden, Teacup…

Other drink products: Coffee, Pub, Soft drink…

Strengths: - Earlier market penetration - Familiar customers - Stable market share - Variety of tea from many countries

Strength: - Youth attractive - Takes less time - More suitable to eat with fast food

Weaknesses: - Lack focusing on specific kinds of tea - High price (£3.20 - £4.90) - No utility introduction and recommendation for customers

Weaknesses: - High in calories, fat and sugar - Unhealthy

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 & residues

Tea materials

Fertilizer from dry tea residues

Thank you for your attention!