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T-Bags - Essay Example

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T-Bags is a specialty teahouse concept offering a broad and creative selection of tea beverages and accompaniments at convenient and accessible locations in the Metropolitan areas. The company provides its customers with a new tea experience by creating a new context for the traditional idea of "afternoon tea".
T-Bags is different to other tea-based businesses in the U.K. market today. Most teahouses in the U.K. are usually family businesses (passed through generations) located in the countryside, or if they are in the city area, they are upscale and are housed in high-end hotels. Essentially, T-Bags is based on the specialty espresso bar concept (like Starbucks) which is already rampant throughout the country. Like the espresso bar concept, the specialty teahouse has a strong product focus - tea. However, unlike the other traditional teahouses, T-Bags offers an usually wide menu range in an environment where customers are encouraged to explore different tea flavorings and blends brought in from all over the world.
In the short term, The Company's goal is to implement this concept, first, in a retail outfit of less than 800 square feet. The Company's medium term goal will then be to pursue an aggressive expansion strategy in London and other major Metropolitan areas in the U.K. to create a strong brand identity. In the long term, The Company's goal is to become the leading brand of specialty teahouses in the U.K.

Although The Company's key selling point is its wide product offerings, The Company is aware that other teahouses in the market today are also able to follow this product strategy. However, The Company's unique selling point which encompasses wide product offerings, a unique customer experience and customer loyalty cannot be easily copied.

The following five elements will differentiate T-Bags from its competitors and foster customer loyalty.

High Quality Product Offerings. T-Bags has scoured the best places in the world that produces quality tea leaves and the products offered are uncompromising. To complement the tea-drinking experience, T-Bags also offers high quality accompaniments like sweets and pastries sourced from the same regions as the tea in order to provide a consistent experience.

Customer Service. Since this business concept is new to the U.K., it is important that first purchases from customers are followed by repeat businesses. Therefore, it is crucial that all employees understand the concept of the business in informing customers of the ...Show more

Summary

T-Bags is a specialty teahouse with an extensive selection of international teas (from Japan, China, India, Sri Lanka, Thailand, Egypt, Turkey and Africa) and accompaniments sweets, pastries, and cakes particular to that region). It provides a new tea experience by creating a relaxed environment for enjoying specialty tea beverages and is different to anything present in the London tea concept market today which consists of high-end establishments offering afternoon tea or family businesses in a bed and breakfast setting…
Author : jess88
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