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Essay / Research Paper Abstract
This 5 page paper outlines a plan for the opening of a new wine store aimed at a middleclass audience differentiating by offering advice in the wines sold. The paper gives a description of the product and service, identifies its’ advantage over competing products and looks at the alternative uses of product and service. The paper then sets out some long term objectives and short term goals. The bibliography cites 2 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEwinest.rtf
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Unformatted sample text from the term paper:
be used to attract and retain customers. The opening of a new wine store in an upper class Manhattan area has the aim to compete by educating customers as well
as selling them wine. The first aspect of any pl is to determine exactly what it is that is offered. Part A 1. The product is a
wine store, offering wide selection of wines from a range of countries and regions, across a broad range of prices, with many mainstream and also niche market wines. The service
needs to be available at times when the counter will want to buy the product, which is not a normal shopping item. Therefore the store needs to be open in
the evenings as well as during the day. The presentation of the wine in the store is also a part of the offering to the consumer (Kotler, 2003). This means
that there will needs to be a categorisation. Often this is limited to wine and red wines possibly sub divided by the country. Here there may be a different approach.
Whilst there is a need to separate red and whit, these may be referenced in terms of types of wine, with dry at the top shelves and sweet towards the
bottom shelves. Wines that are easy to location and understand will help make sales as they aid the decision making processes (Kotler, 2003). The service also needs to be one
of education and knowledge. This means that knowledge staff need to be hired to serve the customers. The ability to gain those with a master of wine or with experience
in the wine industry would be a great advantage. Here the store can offer both advice and knowledge about wine, but may also supplement the income by holding wine tasting
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