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Essay / Research Paper Abstract
A 4 page paper assessing growth alternatives available to a tea retailer. China Tea House (CTH) has grown rapidly in the single year of its existence. Beginning in London, the company now has 25 locations throughout the United Kingdom. The paper examines promotion, franchising and CTH’s marketing mix. No sources listed.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgChinaTeaH.rtf
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Unformatted sample text from the term paper:
(CTH) has grown rapidly in the single year of its existence. Beginning in London, the company now has 25 locations throughout the United Kingdom. The purpose here is
to assess growth alternatives available to the company. Recommended Promotions Regardless of what range of promotions that CTH chooses to market the business,
the company needs to ensure that it does nothing to damage the image it has built for the purpose of supporting its premium pricing policies. For this reason, CTH
needs to promote the business while avoiding any obvious discounts on its various teas. Print Advertising CTH should advertise in local publications likely
to be read in the geographical area in which CTH stores are located. Most of the advertising should be informational in nature without offering discounts, but some appearances can
include a coupon for a free cake with a tea purchase. This provides a discount for customers without reducing the price of CTHs premium tea.
CTH also can advertise a series of specials on specific types of tea. A series of advertisements should create a weekly featured tea, providing information about
the teas background and uses, but still providing no discounts on it. It is merely one weeks featured tea in each of CTHs stores. Radio Advertising
Given CTHs rather narrow geographic distribution, it would be well advised to advertise on radio stations listened to by those that the company wishes most to
attract. This segment is likely to be women of the ages above 25 or so, with incomes that allow for routine indulgence in luxury teas. The company should
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