Ice Queen Tea : A Business Plan

• Main Authors: Chen Hsiao Han, 陳筱涵
• Other Authors: Ed Jen-Huarn Shyurng
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/89723195909212206860

碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 98 === Business Idea: Operating an ice cream store in United State and the main product is a kind of drink, like affogato. An affogato (Italian, "drowned") is a coffee-based beverage or dessert. It usually takes the form of a scoop of vanilla gelato or ice cream topped with a shot of hot espresso and a shot of Amaretto. Also the drink not should be with coffee but can instead of black tea. In Taiwan, some of beverage store sell the ice cream milk tea. (put the vanilla ice cream in the black tea) In Europe, they have waffle or gofre and they put the chocolate jam or cream on top. Maybe we can use the ice cream to instead of it and create variety favors to attract customers. With the passing of the time, there are many kinds of drinks which are sold in stores, such as retort pouch, canned drinks, instant drinks and even cup drinks which are made after you order. It provides the customer a variety of choices and can offer different people on their different preferences in drinks. Especially living in Taiwan which has multicultural food, the flavors of drinks are constantly changed. The suppliers develop diversified goods such as faculty, nature, health, brew up tea just now, and finish up with turn sweet, etc., in order to expand the territory of drink market. They intend to meet potential requirements of every period consumer and try to excite the growth of tea market. Therefore, our idea of starting an enterprise is to open a fusion which involved in ice cream and tea drinks, and to promote the drinks in Taiwan to other places which have less drink choices. We chose America as the first country because it also has the same multicultural background as Taiwan. What’s more, there are less specialized tea shops. As for the drink choices in America, most of it are coffee, juice, cola and so on which are not that sufficient. Thus, we choose America as our market. Because of modern standards of improve living in recent Taiwan, the quality of lifestyles have led to refined demands. We found that modern people refer to “drink” is very required. For this reason, many observant investors in this piece of undeveloped land to develop unprecedented “tea shop.” Because the special taste and sales convenience of the tea shop, many people rushed in to buy it, and then format this tea shop store trend. Both young and old, people are fascinated that these new drinks. In this high consumption era, consumers like to pay more, by the relative improvement of the quality of goods. According to medical science report points out tea to human body have many benefits, So there are more and more people drink tea in America. The US Ready-to-Drink Tea Market: Trends and Compe-tea-tion: “Tea is currently the second most consumed beverage in the world, next to water. It is highly compatible with herbs, spices, milk and other ingredients perceived as healthy……. One of the most important trends in the US is the continuing and increasing health consciousness of American consumers. Tea is considered to be an appropriate beverage choice to support a healthy lifestyle. This perception boosts the consumption of herb-enhanced RTD tea.” Health Care in the 21st century is very concerned by human being, and therefore the concept of health products is the trend and gets the business attention. Observed in recent years, the development of domestic and international food industry, health issues has been a great concern of consumers, for food manufacturers to develop new products which also are an important direction. Our products will be mainly all kinds of low-sugar low-calorie ice cream flavors and organic tea and coffee as the store’s merchandise. A special flavor of ice cream drink tea (floating series) will be our main products, but also sell ice cream, tea, coffee and light food dishes to suit local consumer in United States. Therefore, by that bubble tea became popular in Taiwan, Hong Kong, mainland China, the last popular example of the United States, also use the “50 Lan(五十嵐)” successful experience of ice cream tea in Taiwan, which is also increasingly popular in Hong Kong and mainland China. We did the market survey and research, also found that the trend of tea in the United States has gradually increased, so we put the drink “ice cream tea” independent, and open a ice cream tea store in United States. We believe this wave will lead to another American fad. Due to the fact that Americans love sweet ice creams, we choose the combination of ice cream and the tea drinks which is “floated black tea” in Taiwan as the main product. Our chance is that there is no such product in America yet and according to the research, Americans tend to pay more concern on healthy diet. Therefore, our product will adopt low-fat ice cream and organic tea so that we can fulfill the need of the customers. Generally speaking, floated black tea mainly put vanilla ice cream into black tea but in order to provide more choices, we will provide about twenty different kinds of ice cream and green tea, oolong, fruit tea and so on. Many research also indicated that tea drinks are good for people’s health, especially green tea. We hope that when we are running the store, we can follow the healthy idea which the public considered to be important nowadays. Thus, we not only sell tea drinks and ice cream but also sell the floated tea drinks which will be the hit of our shop. On the other hand, our strategy will be focus on the invention of the new products, made it unique while adopting some interesting marketing strategies which can catch the customers’ attention so that we can face the challenges from other competitors who sell ice cream and tea drinks in America. Keywords: Business Plan, Ice Cream Tea, Marketing, Design and Development, Manufacturing and Operations, Management Team, Financial Plan