Question1：What is your service concept？
(Free drinks, leisure fashion, quality assurance, family services)
1) What are the important elements of the services?
Taste, Quality, Cheap
2) How are these elements supposed to be perceived? a. Elaborate brochures, free tasting new products
b. Equipment sanitation license and health permission
c. Making comparison table of different brands, short-term price promotion, the integral exchange products
3) What effort does this suggest in terms of designing, delivering and marketing the services ?
a. Store location: large flows of people, convenient transportation
b. Training: the company of professional training for students, follow-up products regularly, technology innovation
c. source: ensure adequate supply, according to the specific arrange employees
Question2: Finish the three tasks:
1） Segment the market
2） Target the various customer segments
a. Our major customers come from students at 10-30 years old with middle income who drinks mike tea usual.
b. People who are going shopping also are a vital customers group.
c. The young white collar workers aren’t a small group.
3） Design the delivery system
Front-office:
a. Store location: near school or shopping malls, busy streets or the busy station
b. Employees: attitude, making skills (younger and good looking better)
c. shop design: fresh, fashion, clear and have creative
Back-office:
a. Ensure raw material sources, quality assurance, skills and attitude training
b. Product innovation: taste innovated to cater to customers, The main taste guaranteed been authentic
c. The cost control to make price is cheaper than competitors with the same quality and taste , ever better than them.