T2 Retail Mamanget Report

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RETAIL STRATEGY
A
 Business
 Report
 2012
 

Authors:
 

 
 
 
 
 
 
 
 
 
 Jacqueline
 Santoso
 Lutan
 21249091
 
 
 
 
 
 
 
 
 
 
 Lynn
 Linxiu
 Chen
 22915354
 
 
 
 
 
 
 
 
 
 
 
 
 Tina
 Yue
 Zhao
 23120355
 
 
 
 
 
 
 
 
 
 
 
 Vicky
 Adriadne
 Njiauw
 22120262
 
 
 
 
 
 
 
 
 
 
 Vivian
 Xinyi
 Gu
 22839763
 


 
 

 Executive
 Summary
 
 
 
 
This
 report
 was
 commissioned
 to
 review
 the
 selected
 retailer
 in
 Melbourne,
 T2
 Tea,
 by
  examining
 important
 elements
 that
 play
 major
 role
 to
 the
 success
 of
 this
 retail.
  The
  observation
  and
  explanation
  draws
  attention
  to
  some
  important
  aspects
  such
  as
  social,
  economic,
  political
  and
  technology
  factors,
  important
  competitors
  of
  T2
  Tea,
  target
  market
  in
  terms
  of
  age
  and
  gender,
  how
  T2
  Tea
  presents
  their
  projected
  image
  through
  their
  store
  layouts,
  current
  retail
  strategies,
  emerging
  trends
  and
  more
  importantly
  provide
 some
 recommendations
 for
 better
 overall
 performance.
 
  T2
  Tea
  is
  the
  leading
  tea
  retailer
  in
  Australia
  with
  largest
  tea
  ranges
  and
  tea
  wares
  compared
  to
  other
  retailers.
  T2
  Tea
  has
  successfully
  satisfied
  consumers
  demand
  since
  they
 are
 always
 up
 to
 date
 with
 current
 trends
 and
 constantly
 changing
 their
 concept
 to
  bring
  excitement.
  Yet,
  never
  have
  they
  ignored
  the
  quality
  of
  their
  products.
  T2
  Tea
  products
 are
 always
 maintained
 to
 be
 the
 best
 of
 quality.
 
 
 
  Finally,
 it
 is
 recommended:
  • That
 T2
 Tea
 should
 include
 tea
 preparation
 instruction
 on
 its
 packaging
 
  • That
 T2
 Tea
 collaborates
 with
 well-­‐known
 figures
 in
 Australia,
 such
 as
 celebrity
 chefs
 on
  advertisements
 and
 promotions
  • That
 T2
 Tea
 holds
 a
 regular
 tea
 exhibition
 to
 introduce
 themselves
 and
 increase
 brand
  awareness
  • That
 T2
 Tea
 expands
 its
 market
 base
 by
 entering
 health
 and
 beauty
 industry
  • That
 T2
 Tea
 creates
 its
 application
 for
 smartphone
 users
 

 

1
 


 
 

Table
 of
 Contents
 

  Executive
 Summary
 
 ......................................................................................................   1
  1.
 Introduction
 
 ............................................................................
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