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

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Page

1. Introduction ............................................................... 3

2. Problem ..................................................................... 3

3. Effects ........................................................................ 4

4. Solutions .................................................................... 5

5. Conclusion ................................................................. 8

Contents:

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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:

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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:

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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

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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.

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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.

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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: