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Jumat, 24 Februari 2012

Travel Between Politically Divided China and Taiwan

Travel Between Politically Divided China and Taiwan

by Larry Yu, PH.D. (Larry Yu is an Associate Professor in the Department of Tourism and Hospitality Management at the School of business and Public Management, The George Washington University, Washington DC, USA)

This article analyzes the relationship of politics and tourism between the two politically divided states: mainland China and Taiwan. It examines tourism as a low-politics activity in influencing initial reconciliation between the two peoples and governments and discusses the current travel flows across the Taiwan Straits after the handover of Hong Kong to Mainland China. It is found that the travel development between China and Taiwan supports the revolutionary process model developed by Butler and Mao. Many obstacles remain in the development of tourism and travel between Taiwan and the mainland is greatly influenced by the changing political relations of the two governments.

Tourism as Low - Politics Activity
The Division of the Mainland and Taiwan
Figure 1. Taiwan's Policy on Travel between the Mainland and Taiwan, 1987 - 1992
Figure 2. Total Arrivals of Visitors from Taiwan to the Mainland China
Qiandao Tragedy
Conclusion

China and Taiwan have been politically separated since the civil war between the Nationalists and the Communists in the 1940s. After almost forty years of separation, travel from Taiwan to the mainland was first permitted in 1987 and later, selected mainland residents were permitted to visit Taiwan. Since then travel between the Taiwan Straits has been strictly controlled by both governments and the contact between the two peoples through travel has made noticeable impact on the initial reconciliation and tension reduction at the low politics level - that is the people-to-people contact at local level which makes lesser and indirect impact on policy makers. However, this positive political development as attributed to increased travel exchanges between the two peoples suffered severe setback in 1994 when 24 Taiwan visitors were murdered at Qian Dao Lake in China and political tension renewed between the two governments over Taiwan's democratic presidential election campaign and independence movement. Tourist arrivals from Taiwan rebounded in the ensuing year, but tension at high-politics level which involves top policy makers in dealing with strategic and security issues remains. This article attempts to analyze the relationship of politics and tourism between the two politically divided states. It examines tourism as a low-politics activity in influencing initial reconciliation between the two peoples and governments, and discusses the current travel flows between the Taiwan Straits as impacted by the handover of Hong Kong to mainland China.

Tourism as Low - Politics Activity

Tourism is recognized as a major force for influencing political policies, international relations and world peace (Matthews, 1975; Richter, 1989; Edgell, 1990; Hall, 1994). On one hand, tourism can be used as people-to-people diplomacy to promote better understanding and friendship among different peoples. In this seminal work Tourism - A Vital Force for Peace (D'Amore and Jafari, 1988), international tourism is considered as a catalytic force for reducing political tension and promoting world peace. On the other hand, government can use tourism as a political leverage to either promote tourism with friendly countries or restrict tourism with hostile countries (Richter, 1989). Tourism has therefore significant political implications in world politics and international relations.

In international relations, there are generally two levels of political interaction between countries: high politics and low politics. High politics are those issues of primary importance to top decision makers, and low politics are those issues of lesser importance related to lessor levels of authority (Spero, 1981). Political, military, strategic and intelligence issues at the national, regional and international levels are defined as high politics because they have direct impact on the security and stability of a country or a region (Spero, 1981). Activities at the local level and the contact between ordinary people are considered low politics because such activities make lesser impact on policy makers. Low politics therefore do not touch on the sensitive aspects of high politics, such as national security and military intelligence, and remain on the periphery of the political relations between two countries (Zhan, 1993).

Zhan (1993) argues, however, that though high politics and low politics are of importance to different levels of political authorities, they need to be further defined by the matters they influence, political interaction and decision making. He defines high politics as "those activities between or among either government or non-government actors that manifest direct, major, and usually immediate impact on national, regional and international affairs" and low politics as "activities that impact indirectly on national, regional, and international affairs" (Zhan, 1993:61). The maintenance of peace between Israel and the Palestinian Liberation Organization is an example of high politics activity because of the direct and immediate impact on the two nations and their neighbors in the region. On the other hand, tourism provides an opportunity to meet people in the host country and the contact between tourists and the local people, though superficial most of the time, can enable the tourists and the hosts to better understand each other. Such understanding can further strengthen the tourists' appreciation of the host way of life. The mutual understanding can thus lead to improved relationship between the two peoples and governments. This people-to-people diplomacy through tourism is generally described as a low-politics activity because the relations of two countries are influenced in an indirect and incremental way.

Tourism Between Politically Divided States

The world has witnessed dramatic changes in political geography and international relations in the past decade. Some formally divided states were unified and integrated politically, such as Vietnam and Germany while other countries were disintegrated such as USSR and Yugoslavia. At present, China and Taiwan, North and South Korea remain politically divided. These politically divided states are defined by Butler and Mao as quasi-state, "a currently separate political unit, once part of a large unit, subdivided by internal (religion, ethnic origin, etc.) or external (colonization/decolonization, occupation, war, etc.) forces" (1995:94). Due to political differences, travel is restricted between the divided states. The ban on travel between China and Taiwan via a third country was lifted in 1987, and travel between South and North Korea is still prohibited.

Tourism as a potential low-politics activity for influencing political interaction between the two Koreas was first recognized by Kim and Crompton (1990), who demonstrated that tourism is a vehicle for implementing people-to-people diplomacy in the context of Korea and that tourism can play a significant role in political integration of the Koreas. The study recommended useful development strategies for promoting such tourism and for setting a precedent for other politically divided states. However, tourism between South and North Korea is at present still in zero-tourism stage (Butler and Mao, 1996). The recommendations can only be put into practice when political tension between the two Koreas is reduced.

Two recent revealing articles by Butler and Mao (1995, 1996) shed some light on tourism between politically divided states. The first article analyzed tourism between several pairs of the divided states and raised an important question regarding how to define the tourists traveling between these politically divided states. The dynamics of such tourism are demonstrated and different tourist travel motivations are identified for traveling between politically divided states and conventional international tourists. Most tourists traveling between politically divided states are motivated by kinship and cultural ties, with a few visitors seeking pleasure and recreational activities (Butler and Mao, 1995:110). This study pointed out the need for defining and classifying those who travel between the politically divided states, and attempted to develop a conceptual model to explain this flow of tourism.

The second article presented a refined conceptual discussion on travel motivations and classification of tourism between politically divided states. This study attributed the frequently changing travel patterns of tourists between politically divided states to the constantly changing nature of political relations. Such evolutionary process of travel patterns is identified as

  1. zero-tourism stage;
  2. VFR (visit friends and relatives) tourist stage;
  3. middle stage; and
  4. mature stage (Butler and Mao, 1996:30).
Six accessibility issues concerning tourism between politically divided states are also identified:
  1. normalized intergovernment relations;
  2. unofficial relations;
  3. no relation;
  4. absence of restrictions;
  5. one-sided restriction;
  6. two-sided restrictions (Butler and Mao, 1996:31).
These different forms of travel accessibility determine the level of tourist flows between the politically divided states.

This study attempts to analyze tourism as a low-politics activity in influencing initial reconciliation between the two peoples, and to apply the conceptualization of tourism evolutionary process by Butler and Mao to travel patterns between China and Taiwan. The evolution of the political division between the mainland and Taiwan is discussed and the travel patterns across the Taiwan Straits are analyzed. Travel accessibility as controlled by the government is chronologically documented and presented. It examines the impact on cross Strait travel by the handover of Hong Kong to mainland China. The obstacles to future direct travel by air and sea between the mainland and Taiwan are identified and discussed.

The Division of the Mainland and Taiwan

The separation of a formally single and large political entity into two political units can be caused by either external or internal forces. External pressures, such as regional and world wars, colonization and decolonization, and intervention by foreign powers could result in the division of a single large political unit, for example, South and North Vietnam (Mare, 1991), and South and North Korea (Totten and Jo, 1991; Han, 1991; Lee, 1995). The separation could also be caused by internal factors such as civil war or religious, ethnic and political ideological conflicts; for example, India and Pakistan, and China and Taiwan (Chiu, 1991; Chao, 1995).

The division between China and Taiwan was caused by political ideological conflict between the Nationalists and the Communists. The civil war between Chiang Kai-Shek's nationalist party, the Kuomintang (KMT), and Mao Zedong's Communist Party lasted from 1927 to 1949, with only a brief united front in the war against Japan in the 1930s. This bloody conflict resulted in the defeat of Chiang KaiShek's forces on the mainland and their subsequent withdrawal to Taiwan, where they hoped to regroup and counterattack. On May 20, 1949, the Emergency Decree - a law to punish communists - was declared by the Kuomintang on Taiwan and many other islands in the Taiwan Straits (Wakabayashi, 1995). The founding of the people's Republic of China in Beijing on October 1, 1949, marked the end of the civil war and the beginning of the political separation, hostility and hatred.

During the past 48 years, from 1949 to 1997, the political relations between the mainland and Taiwan have gone through four major stages:

  1. military confrontation, 1949-1978;
  2. initial conciliation, 1979-1987;
  3. low politics activity, 1987-1993;
  4. current period, 1994-present.
Though the focus of this study is on the last two periods, a brief review of all stages will give a historical perspective.

Military Confrontation 1949-1978
The military confrontation period was characterized by the determination on both sides to take over each other by military force. Beijing vowed to "liberate Taiwan" and Taipei was determined to "retake the mainland." Both sides set priorities to take each other over by force and such intense military confrontation resulted in many major battles. However, neither side was able to accomplish its objective due to the outbreak of the Korean War and the United States' intervention. The hostile military confrontation subsided after 1955, when China began to pursue a dual policy toward Taiwan: maintaining military options but seeking peaceful solutions for unification. Peaceful negotiations for solving the political differences between the two sides were first suggested by Premier Zhou Enlai when he received a group of news reporters from Indonesia on June 2, 1955 (Chen and Hsieh, 1993:109), but this proposal was rejected by the Kuomintang government. Since then the military confrontation has continued and such seesaw military confrontation lasted until 1978. Obviously, this period was a zero-tourism period and no political relation between the two governments occurred.

Initial Conciliation 1979-1987
The initial conciliation began in January 1979 with the passing away of the hard-line communist leaders such as Chairman Mao Zedong and Marshall Zhu De, Chinese leaders slowly but firmly broke away from Mao's way of thinking. By late 1978, China decided to give up the goal of liberating Taiwan by force and began to search seriously for a peaceful reunification. This marked a fundamental policy change by the mainland government towards political relations with Taiwan.

The policy change was also greatly influenced by the normalization of Sino-US relations on January 1, 1979. By recognizing Beijing as the sole official representative of China, the United States stopped its diplomatic recognition of Taiwan and withdrew its military presence from Taiwan. The normalization of relations between China and the United States thus removed a major obstacle to possible political reconciliation.

Beginning on New Year's Day of 1979, China launched an all-out campaign for peaceful unification between the mainland and Taiwan. Chinese communist government leaders and noted scholars discussed widely the concept of peaceful negotiations for unification. All of these discussions led to the "One Country Two Systems" concept proposed by Deng Xiaoping.

On the other hand, a much more moderate approach toward the mainland was pursued by the Kuomintang government. The Kuomintang gradually lifted its restrictions against discussing the issue of unification with the mainland. Indirect mail from the mainland to Taiwan via Hong Kong was permitted. Bv the end of 1982, it was estimated that more than 1,700 pieces of mail from the mainland had reached Taiwan via the Red Cross Society in Hong Kong (Chen and Hsieh, 1993:253) Scholars, athletes, artists and sailors from the two sides often met in a third country. Many people from Taiwan quietly visited the mainland through a third country and the mainland border control authority did not stamp their passports when they entered or exited the mainland.

Indirect trade between the two sides through Hong Kong, Japan and Singapore grew rapidly. By 1985, indirect trade between the mainland and Taiwan was estimated at $1.1 billion, doubled that of 1984. In the same year, the mainland became the fourth largest trading partner for Taiwan (Chi, 1995) and indirect exports from Taiwan to the mainland totaled $987 million (Chen and Hsieh, 1993:273).

This period was still characterized as zero-tourism stage although some Taiwan visitors quietly visited the mainland through a third country. Most contact between the two peoples were made indirectly in a third country. Indirect contact between the people on both sides of the Taiwan Straits continued to increase in 1986. A powerful momentum was building in Taiwan for the immediate opening of travel to the mainland. This movement led to the low politics activities of travel, business and cultural exchanges.

Travel as Low-Politics Activity 1987-1993
This period began with Taiwan's decision to lift its ban on travel to the mainland in October, 1987. This decision was forced by the people, particularly the veteran soldiers who left the mainland in the late 1940s. In 1949, Taiwan absorbed more than a million and a half people from the mainland. Of these approximately half a million were in the armed forces (Copper, 1990:27). After the Korean War in 1953, about 10,000 prisoners of war from the Chinese communist army were sent to join the Taiwan military forces. These veteran soldiers had been separated from their families on the mainland for three decades. By the 1980s, they were in their 60s and 70s and strongly demanded permission to visit their families on the mainland. The veterans organized large gatherings and demonstrations to express their strong longing for their homeland and families. The most moving scene in their demonstrations was the shirts they all wore, upon which were written in big Chinese characters "homesick" (Hoon, 1988). Their efforts were soon supported by people who moved to Taiwan 38 years previously following the establishment of the People's Republic of China.

On October 14, 1987, admitting the fact that indirect travel from Taiwan to the mainland already existed, the Kuomintang decided to permit certain categories of its citizens to go to the mainland for the purpose of visiting families (Chen and Hsieh, 1993:288). Leisure and recreational travel was still prohibited. This initial policy restricted certain levels of government officials and military personnel from visiting the mainland. The length of stay was limited to one trip per year and three months per trip (Hoon, 1988). The travel permit had to be obtained through the Taiwan Red Cross Society. Direct business contact between Taiwan and the mainland travel agencies was strictly prohibited. Permission for travel to the mainland could be obtained through Chinese embassies in various countries and could also be arranged by the China Travel Services (CTS) in Hong Kong (Zhang, 1993). On November 2, 1987, the Red Cross Society in Taiwan officially began to accept travel applications; 13M applications were received on the very first day. Travel to visit families on the mainland marked the beginning of people-to-people contact between the two sides after 38 years of separation and hostility.

This period was characterized by increased flow of Taiwan visitors to the Mainland for visiting families and relatives. Travel accessibility could be described as unofficial relations since there was no direct contact between the two governments at the high-politics level. Travel as low-politics activity made indirect impact on the initial reconciliation between the two peoples and governments in this period of time.

To pave the road for legalized travel to the mainland through a third country, Taiwan abolished the 38-year-old Emergency Decree on July 15, 1987. When the Kuomintang lifted the ban and allowed veteran soldiers and retired people to visit the mainland, "mainland fever" swept the whole Taiwan society. A "domino effect" soon developed. People of different professions demand the right to visit the mainland, which forced the Kuomintang government to gradually relax its policy. Figure 1 describes Kuomintang's gradual policy changes on travel between the mainland and Taiwan from 1987 to 1997.

Figure 1 clearly illustrates the relaxation of Taiwan's travel policy for both its own citizens and people on the mainland. The permission for travel to the mainland began with the veteran soldiers and retired civil servants and teachers. The policy then included civilians, low-level government employees, family members of armed forces personnel, Kuomintang Party members, middle-level government functionaries, and military personnel with little access to state secrets and military intelligence. Finally, the policy allowed Kuomintang Party Central Committee members and congressmen to visit the mainland.

The policy for mainlanders visiting Taiwan also experienced a gradual door opening. In just two years, travel across the Taiwan Straits has gone so far that it was essentially irresistible and irrevocable. The increased travel served as a low-politics activity and promoted close contact, mutual understanding and business opportunities between the two peoples (Huang, 1993; Chi, 1995).

Figure 1. Taiwan's Policy on Travel between the Mainland and Taiwan, 1987-1992


Dates
Policy on its citizens to visit the mainland
Policy on mainlanders to visit Taiwan
10/14/1987 Lifting the ban on civilians to visit mainland for visiting families only
11/06/1987 First group of Taiwan visitors arrived in Guangzhou
2/25/1988 Lifting ban of Kuomintang Party members and low-level government officials to visit the mainland
3/05/1988 Lifting ban on family members of military personnel to visit the mainland
6/03/1988 Reinforcing the policy on length of stay: three months per trip and one trip per year
8/08/1988 Permitting Taiwan scholars to attend international conferences held in Beijing
8/20/1988 Permitting Middle - level government officials with little access to state secrets to visit the mainland Permitting mainlanders to visit their sick relatives and attend funeral functions of relatives in Taiwan
11/21/1988
Allowing some outstanding scientists and scholars from the mainland to visit Taiwan
4/07/1989 Lifting the ban on journalists visiting the mainland
2/02/1990
Permitting Taiwanese natives who settled on the mainland before 1949 to return to Taiwan
5/26/1990 Extending the length of stay on the mainland from three months per year to 2 year maximum stay
9/15/1990 Permitting high - level Kuomintang Party committee members and congressmen to visit the mainland
4/16/1991
Lowering the age limits on mainlanders who moved to join their families in Taiwan
8/12/1991
Allowing mainland journalists to visit Taiwan
11/13/1991
Permitting mainland brothers and sisters to visit Taiwan relatives
11/15/1991 Permitting military personnel with little access to military secrets to visit the mainland
9/26/1992
Permitting indirect mainland family members to visit Taiwan, such as grandparents
3/25/1994 Stop group travel to China and exchange activities
5/25/1994 Lift the ban on group travel to China
7/26/1996
Mainland journalists were permitted to stay in Taiwan on an one-year work visa which is renewable annually
7/29/1996 Governors, mayors were allowed to attend cultural activities and international gatherings in China
3/02/1997
Direct Sea Link opened; First cargo arrived in Kaohsiung
7/03/97 Taiwan China Airlines and CAAC signed service accord on passenger ticketing and transfer at Hong Kong and Macao, and on account settlement
7/11/1997 Taiwan police and armed forces personnel are banned from traveling to Hong Kong for sightseeing. Application to attend conferences in Hong Kong will be approved on a case-by-case basis

Figure 2 shows the total arrivals of visitors from Taiwan to the mainland. The growth from 1987 to 1993 was evident from Figure 2 and the decline of Taiwan visitors to the mainland in 1994 will be discussed in the next section. As the people-to-people contacts continued to increase through travel, two semiofficial, meditative organizations were established on each side to handle any legal disputes between the two peoples: the Taiwan Straits Exchange Foundation which was established in Taiwan on November 21, 1990, and the Association for Relations Across the Straits established on the mainland on December 16, 1~. Though the directives of both organizations are to deal only with people-to-people relations at the low-politics level, including such issues as travel, commerce, immigration, and intellectual rights disputes, these organizations clearly represented both governments in an indirect way.

The height of the low-politics activity in this period was reached in April, 1993 when the meeting between the leaders of the two semi-official organizations was held in Singapore. Known as the Wang-Koo Talks, this meeting was the first high-level meeting between the two sides and it focused on economic issues, science and technology and cultural exchange between the two sides. An agreement was signed concerning regular contacts between the two organizations, notary procedures and cooperation for lost registered mail between the mainland and Taiwan (Chen, 1993:31). This meeting was an indication of initial reconciliation and limited cooperation between the mainland and Taiwan.

Figure 2. Total Arrival of Visitors from Taiwan to the Mainland


Year
Total Visitors
Visitors from Taiwan
Proportion of Visitors from Taiwan to Total Arrivals
1988 31,694,804 437,700 1.4%
1989 24,501,394 541,000 2.2%
1990 27,461,821 947,600 3.5%
1991 33,349,761 946,632 2.8%
1992 38,114,945 1,317,770 3.5%
1993 41,526,943 1,526,969 3.7%
1994 43,684,456 1,390,215 3.2%
1995 46,386,511 1,532,309 3.3%
1996 51,127,500 1,733,900 3.4%
Source: China National Tourism Office, New York Office, 1997


Qiandao Tragedy and Current Period 1994 - Present

As shown in Figure 2, travel from Taiwan to the mainland suffered a setback in 1994 and the consequences, to a great extent, jeopardized the initial reconciliation between the sides. In March, 1994, 24 tourists from Taiwan and eight Chinese crew members and tour guides were robbed and killed during a cruise tour on the Qiandao Lake (Thousand-Island Lake) in Zhejiang Province in eastern China (Mark, 1994). Following this disaster the Taiwanese government temporarily halted group tour travel to China, as well as other types of cultural exchanges and business activities with the mainland. As a result, Taiwanese tourist arrivals to China suffered an nine percent decrease in 1994 compared to the previous year. This was a major decline of tourist arrivals from Taiwan to the mainland since travel was permitted in 1987.

This tragedy revealed a critical travel safety issue and Taiwan tourists were warned about the "highly dangerous" tourist destinations in China (Economic Daily News, 1994). The Taiwan government was dissatisfied with the way the mainland government handled the Qiandao Lake boating tragedy. The relations of the two governments, as a result, was further strained. Then, a series of political events, President Lee Teng-hui's visit to the U.S. in June, 1995 and the democratic presidential election in Taiwan in March, 1996, angered the Chinese government. The relations between the two sides deteriorated sharply at the high politics level. As a result, the previously scheduled second-round Wang-Koo Talk was indefinitely postponed.

However, at the low-politics level, travel from Taiwan to the mainland rebounded by ten percent in 1995 and continued to increase in 1996. After Taiwan's presidential election in March, 1996, tension began to subside slowly. Fifty Taiwan academics resumed their postponed trip to Beijing in July, 1996. By late July, 1996, governors and mayor were permitted to attend cultural activities and international conference in China. At the same, senior officials from mainland Fujian Province and Chairman Yin Wenlong of state-owned Air China were permitted to visit Taiwan (Asiaweek, July, 1996).

This period was distinguished as the middle stage of tourism development between Taiwan and the mainland since leisure, business and professional exchange travel were the major travel motivations. Taiwan tourism has become a major component of China's tourism industry. Taiwan tourists contributed 19 percent of China's total tourist receipts in 1995 (Figure 3). Travel accessibility was temporarily restricted by the Taiwan government - one side restriction. After the boycott of group travel to the mainland was lifted in 1994, the travel accessibility issue may be described as non-official relations.

Hong Kong has been a major transit city for travel between Taiwan and the mainland before it was reverted to mainland China on July 1, 1997. Hong Kong has been the top destination for Taiwan outbound tourists in the 1990s. In 1995, 37 percent Taiwan outbound tourists visited Hong Kong. Now Hong Kong is returned to China as a Special Administrative Region, travel between Taiwan and mainland China continues to go through Hong Kong. It is believed that Hong Kong will continue to be an indispensable intermediary in cross-Straits relations. Taiwan offices and personnel stayed on in Hong Kong after the handover. Both sides neither restricted civilian exchanges and nor banned air and shipping links between Taiwan and Hong Kong. In fact, both sides strengthened cooperation in air travel by signing an air accord on passenger ticketing and transfer in Hong Kong. In the past, passengers traveling between Taiwan and mainland China had to wait for confirmation of their seats when they changed planes in Hong Kong or Macao. Now, they are able to obtain the necessary boarding pass for transfer earlier and no longer have to wait for confirmation of their seats when they make transfer in Hong Kong or Macao (China News, July, 1997).

The Taiwan government has however restricted armed forces personnel and police from traveling to Hong Kong for sightseeing. Application for attending conferences in Hong Kong will be approved on a case by case basis. But, it is clear that Hong Kong will continue to act as the conduit for leisure, business travel and cultural exchanges between the two peoples at the low-politics level.

Conclusion

Tourism between politically divided states can be used both as a political leverage and conciliation at low-politics level. The development of tourism between the mainland and Taiwan has demonstrated a distinctive pattern of evolution and is sensitive to disruptions in relations at high-politics level. Separated since 1949, mainland China and Taiwan did not permit any contact between their peoples for more than three decades. The evolution of relations between the two sides included four major periods in which tension was gradually reduced and contact was initiated through travel, and then tension was increased in the last few years due to political differences. The evolution of tourism between the two sides went through zero-tourism stage, VFR-tourist stage and has reached the middle stage (Figure 4).

Visiting families on the mainland was stimulated by "mainland fever," started by the veteran soldiers who were separated from their families for three decades. The relaxation of travel policy concerning Taiwan citizens visiting the mainland demonstrated the "domino effect" that swept all of Taiwan society. Later, residents from the mainland were permitted to visit families and relatives in Taiwan or for exchange purpose.

The middle stage of tourism development was reached when leisure traveL business travel and various forms of exchange tours between the two sides were dramatically increased. The increased contact of the two peoples generated through travel has had a profound impact on the mutual understanding and relations on both sides of the Taiwan Straits. The increased travel volume prompted the establishment of semiofficial organizations on both sides to handle travel and business related issues and disputes. This is a clear indication of initial reconciliation and limited cooperation between the two governments in an indirect way.

However, during this middle stage of tourism development, travel from Taiwan to the mainland suffered a temporary setback as a result of the tragedy on the Qiandao Lake and the increased political tension between the two governments concerning democracy and independence issues in Taiwan. Many obstacles remain in the path of tourism development between the mainland and Taiwan. Although direct link for shipping was open in March 1997, direct links for air travel is still prohibited and tourists have to change planes in Hong Kong and Macao, or another third country.

In this study, tourism as a low-politics activity has helped to ameliorate the tension and hostility between the two peoples in initial reconciliation. Travel between Taiwan and the mainland is greatly influenced by the changing political relations of the two governments. Many obstacles remain in the development of tourism and political relations between the two politically divided states. However, the increased tide of the travel across the Taiwan Straits would be difficult to reverse.

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©Asia Pacific Journal of Tourism Research

Kumpulan Jurnal Tourism / kepariwisataan

The following is a list of journals that focus on tourism and related topics, including leasure and hospitality, recreation, destination management, heritage, environment etc.

Please send any additions, corrections or suggestions to Hari Srinivas at hsrinivas@gdrc.org


  1. Acta Turistica
  2. Anatolia Journal
  3. Annals of Leisure Research
  4. Annals of Tourism Research
  5. ARA Journal of Tourism Research - ara@cett.es
  6. ASEAN Journal of Tourism and Hospitality Research
  7. Asia Pacific Analyst
  8. Asia Pacific Journal of Tourism Research
  9. Australian Leisure Management
  10. Current Issues in Tourism
  11. e-Review of Tourism Research
  12. European Journal of Tourism Research
  13. Event Management
  14. Festival Management and Event Tourism
  15. Hospitality and Society
  16. Human Dimensions of Wildlife
  17. Information Technology and Tourism
  18. International Journal of Contemporary Hospitality Management
  19. International Journal of Culture, Tourism and Hospitality Research
  20. International Journal of Event and Festival Management
  21. International Journal of Event Management Research
  22. International Journal of Hospitality and Tourism Administration
  23. International Journal of Hospitality and Tourism Systems
  24. International Journal of Hospitality Knowledge Management
  25. International Journal of Leisure and Tourism Marketing
  26. International Journal of Safety and Security in Tourism / Hospitality
  27. International Journal of Tourism and Hospitality Systems
  28. International Journal of Tourism Perspectives
  29. International Journal of Tourism Policy
  30. International Journal of Tourism Research
  31. International Journal of Tourism Sciences
  32. International Journal for Tourism and Travel Management - Link?
  33. International Travel Law Journal
  34. Journal of Applied Recreation Research
  35. Journal of China Tourism Research
  36. Journal of Convention and Event Tourism
  37. Journal of Convention and Exhibition Management
  38. Journal of Ecotourism
  39. Journal of Heritage Tourism
  40. Journal of Hospitality Applications and Research
  41. Journal of Hospitality Financial Management
  42. Journal of Hospitality and Tourism
  43. Journal of Hospitality and Tourism Education
  44. Journal of Hospitality and Tourism Management
  45. Journal of Hospitality and Tourism Research
  46. Journal of Hospitality and Tourism Research
  47. Journal of Hospitality and Tourism Technology
  48. Journal of Hospitality, Leisure, Sport and Tourism Education
  49. Journal of Hospitality Marketing and Management
  50. Journal of Human Resources in Hospitality and Tourism
  51. Journal of International Volunteer Tourism and Social Development
  52. Journal of Interpretation Research
  53. Journal of Leisurability
  54. Journal of Leisure Research
  55. Journal of Park and Recreation Administration
  56. Journal of Policy Research in Tourism, Leisure and Events
  57. Journal of Quality Assurance in Hospitality and Tourism
  58. Journal of Retail and Leisure Property
  59. Journal of Sport and Tourism
  60. Journal of Sustainable Tourism
  61. Journal of Teaching in Travel and Tourism
  62. Journal of the Canadian Association for Leisure Studies
  63. Journal of Travel and Tourism Marketing
  64. Journal of Travel and Tourism Research
  65. Journal of Travel and Tourism Marketing
  66. Journal of Travel Research
  67. Journal of Tourism
  68. Journal of Tourism and Cultural Change
  69. Journal of Tourism and Cultural Heritage
  70. Journal of Tourism Challenges and Trends
  71. Journal of Tourism Consumption and Practice
  72. Journal of Tourism History
  73. Journal of Tourism and Peace Research
  74. Journal of Tourism Studies - non-active - archives only.
  75. Journal of Unconventional Parks, Tourism & Recreation Research
  76. Journal of Vacation Marketing
  77. Journeys: The International Journal of Travel and Travel Writing
  78. Leisure Sciences
  79. Leisure Studies
  80. Locum Destination Review
  81. Loisir et Sociét / Society and Leisure
  82. London Journal of Tourism, Sport and Creative Industries
  83. Managing Leisure
  84. New Zealand Analyst
  85. Pacific Tourism Review
  86. PASOS - Journal of Tourism and Cultural Heritage
  87. Problems of Tourism
  88. Progress in Tourism and Hospitality Research
  89. Revista Turismo & Desenvolvimento (Journal of Tourism and Development)
  90. Scandinavian Journal of Hospitality and Tourism
  91. Studies in Travel Writing
  92. TEOROS (Revue de Recherche en Tourisme)
  93. Territories and Tourism
  94. Tourism and Hospitality E-Review
  95. Tourisme and Territoires / Territories and Tourism
  96. The Surrey Quarterly Review
  97. Tourism and Hospitality Planning and Development
  98. Tourism and Hospitality Research (The Surrey Quarterly Review)
  99. Tourism and Hospitality Review
  100. Tourism: An International Interdisciplinary Journal
  101. Tourism Analysis
  102. Tourism Analyst
  103. Tourism, Culture and Communication
  104. Tourism Economics
  105. Tourism Geographies
  106. Tourism and Hospitality Research
  107. Tourism in Marine Environments
  108. Tourism Management
  109. Tourism Recreation Research
  110. Tourism Research Journal
  111. Tourism Review
  112. Tourism Review International
  113. Tourism and Travel
  114. Tourism and Travel: An International Journal of Tourism and Travel Management
  115. Tourism and Hospitality Review
  116. Tourismos: an International Multidisciplinary Journal of Tourism
  117. Tourismus Journal
  118. Tourist Studies
  119. Tourism Today
  120. UNLV Journal of Hospitality, Tourism and Leisure Science
  121. Visions in Leisure and Business
  122. Visitor Studies
  123. World Journal of Tourism, Leisure and Sports
  124. World Leisure and Recreation Association Journal
  125. World Leisure Journal
  126. Worldwide Hospitality and Tourism Themes
    Also see other comprehensive lists:

Sabtu, 18 Februari 2012

Business Plan Tea Cafe





A. Executive Summary

Healtea Sweetea Cafe is a new tea room in the big city in Indonesia , Surabaya city. Healtea Sweetea Cafe is a Limited Liability Corporation, managed by its owners, Ringga Arie.
Healtea Sweetea Cafe will offer a full range of teas (hot and iced) includes Original tea , Fruit tea and Mix tea ( Modern Tea ), as well as pastries, tea accessories. Healtea Sweetea Cafe will build 3 shops ( Surabaya city , Indonesia , Bangkok city , Thailand and Kuala Lumur , Malaysia) in the best places in indonesia . Recently, they sell 30 varieties of tea and tea accessories Consumption of 4 to 5 cups of tea per day can reduce the quantities of triglycerides and cholesterol in the blood as well as contribute to proper circulation of blood pressure. In addition, each cup of tea contains fluoride that can reduce the appearance of dreaded cavities. Therefore, tea is beneficial to health.
The company also offers excellent services to their clients. They advise and orient their clients in selecting between their tea selections and tea accessories. Promotion of the product was ultimately one of the reasons of the increase in their sales. Brochures will delivered to the public services, local newspapers and magazines with a small package of tea attached program of informing the people of the benefits of tea.
Tea is a refreshing drink that is very familiar and widely consumed by people of Indonesia and in the World. Some of the content of chemical compounds in tea can give the impression of color, flavor, and aroma of a satisfactory health facilities of drinker .As drinking tea daily would be more useful than consumed incidentally as a means of treatment, therefore, directed the tea is more suitable as a functional beverage rather than as medicine.because compounds content, especially content catechins, tea seems to be called functional beverages. Some facts are proven through research, among others (Oguni, 1996) as follows.
1.Tea will increase the body's biological defense system against cancer.
2.Tea prevent diseases, such as controlling diabetes and high blood pressure.
3.Tea help cure diseases, for example, prevent an increase in blood cholesterol.
4.Tea can manage the physical movement of the body by activating the nervous system because of its caffeine content.
5.Catechins tea are powerful antioxidants and may also help slow aging.Because five functions to be fulfilled by the functional food in the tea, the tea into the potential functional beverage lagi.Perubahan seems no doubt the more modern era with the demands of intensive activity that has been slowly changing patterns of consumption of food and beverage consumption patterns towards a practical, yet still retains the benefit-healthy.Drink practical beverages currently growing rapidly along with it. Business development in the field of beverage (beverage) promises a positive outlook for the economy Indonesia.Hal building can be seen from the average percent growth that reached 30.2%.
every year (Food Review Indonesia, 2009). Several types of beverage products on the market include juice, mineral water, soft drinks, coffee, and tea teh.Dringking it has become a habit and a necessity for the people of Indonesia, where tea is a refreshing drink with all the good content of compounds in it. Own way of drinking tea in different societies. Tea as a beverage release regular thirst, tea as a refreshing beverage that offers some surprises when combined with other material components, tea as a health drink and even in certain circles would give way to drink tea own prestige to the drinker. Tea products and tea way to two important factors in enjoying tea. Largest producer of tea is currently focused in product innovation. Still very rare tea that blends product innovation, how the presentation, how to drink and easy to get product. tea business concept by blending innovative tea products for health and their role in the way of presentation, how to drink and the ease in obtaining the product is expected to be a solution to the satisfaction of the drinking tea.

1. Mission
Healtea Sweetea Cafe aims to offer the best quality of tea, and other products, with competitive prices to meet the demands of medium-to high-income local residents and tourist.certainly make people healthier and as the best place for enjoy ,and relaxe drinking tea .

2. Objectives
ü To operate a successful tea store in Asean, employing one to two employees the first year.
ü To obtain a minimum of 200 regular customers in the Surabaya and Other city market the first year of operation.
ü Achieve first year sales of $190,000.
ü Maintain an average gross margin of 58 percent.
ü To produce a reasonable net profit by the end of the third year of operation.

3. Keys to Success
ü Experienced Owners / Managers. Ringga have years of experience in knowledge of management.
ü Product Quality. We sell only the finest various tea in the world .
ü Excellent Customer Service. Each customer will be treated as would an honored guest in our homes.
ü No direct competition. We are the only teahouse in asean.
ü Enough working capital to survive the first year as we build a customer base.
ü Broad cross-seasonal offerings. In addition to hot teas, we offer iced teas, cake and gift baskets to cover seasonal variations in customer demand

B. Company Summary
Healtea Sweetea Cafe is a start-up business on a well-trafficked street in Surabaya, CT. Our primary focus is in the over 30 kinds of loose tea we offer, including black teas, green teas, herbal teas (infusions), flavored teas (black or green tea plus other flavors) , fruit tea ( manggo tea , apple tea and etc). We serve our teas hot and iced, and sell loose teas by the ounce.
In addition, we sell marchandise and gift baskets, and offer daily pastries to accompany tea orders. Since we are not intending to compete with coffee giants such as Starbucks, we brew only sell tea, as a courtesy to our customers.

About Surabaya
Surabaya is Indonesia's second-largest city with a population of over 2.7 million (5.6 million in the metropolitan area), and the capital of the province of East Java. It is located on the northern shore of eastern Java at the mouth of the Mas River and along the edge of the Madura Strait.
To Indonesians, it is known as "the city of heroes" due to the importance of the Battle of Surabaya in galvanizing Indonesian and international support for Indonesian independence during the Indonesian National Revolution.
As the main seaport and commercial center in the eastern region of Indonesia, Surabaya has become one of the largest cities in Southeast Asia. Today, Surabaya's population is around three million, and the surrounding rural area houses at least 7 million.
The city is served by Juanda International Airport. For trains, the city has several stations. They are Surabaya Kota (better known as Semut), Pasar Turi, and Gubeng. The main bus terminal is Purabaya (also known as Bungurasih, the area where it is located).
Transport
Transportation in Surabaya is supported by the infrastructure of land transport, sea and air that could serve the local trip, regional, and international. The transport of the city is supported by public transport of the city transport, taxis, and the city bus. Surabaya is also a transit city between Jakarta and Bali for ground transportation. Many tourists go through the city of Surabaya for sightseeing before they go back to Jakarta or continue their journey to Bali. Another bus routes are between Jakarta and the neighboring island of Madura.
Tanjung Perak is the main port of the city and is one of the busiest ports in the country. Nowadays, it is also one of the top ten busiest cargo ports in Southeast Asia. Although the port is nearly traditionally administered, it is also used to carry modern cargo ships worldwide. The other port of the city is located in Gresik, a city which is located less than an hour drive from Surabaya city centre to Gresik via highway. In the future, Gresik will be the location for the new harbor and Tanjung Perak will be demolished and will be redeveloped as a recreation area for Surabaya.
Juanda International Airport is the second busiest airport in Indonesia in terms of transit passengers. Many passengers transit through the airport. It is famous as a transit airport between West and East Indonesia and it is also a hub airport of many airlines. In the future, the international airport activities will be removed to the new airport somewhere at Lamongan. However, domestic airport activities will remain at the old airport.
The Suramadu Bridge connects Surabaya and Madura Island over the Madura Strait. Suramadu is an abbreviation of Surabaya-Madura. A 16-kilometer highway will be built from the Suramadu Bridge to Madura International Seaport-City (MIS-C) in Pernajuh village, Kocah district, Bangkalan, Madura at a cost of approximately Rp60 billion ($7 million). This container port was built to ease the burden on Surabaya's overloaded Tanjung Perak Port
Economy
The city is one of the busiest ports in the country. Its principal exports include sugar, tobacco and coffee. It has a large shipyard, and numerous specialized naval schools.
As the provincial capital, Surabaya is also home to many offices and business centres. Surabaya's economy is also influenced by the recent growth in foreign industries and the completion of the Suramadu bridge. Surabaya is currently in the process of building high rise skyscrapers such as apartments, condominiums, and hotels as a way of attracting foreign people to the city.
Surabaya is the main trading port in East Java. Enriched by its facilities, and geography advantages, Surabaya has great economic potential.
Education
Surabaya has several major universities and institutions with religious or technical specialties. Some of them are Universitas Airlangga (Airlangga University), Institut Teknologi Sepuluh Nopember Surabaya (Tenth of November Institute of Technology), Universitas Negeri Surabaya (State University of Surabaya), Universitas Hang Tuah Surabaya, Universitas Kristen Petra, Universitas Pelita Harapan, Universitas Ciputra, Universitas Katolik Widya Mandala, Universitas Surabaya, Universitas Bhayangkara, Universitas Pembangunan Nasional Veteran, Universitas Putra Bangsa, Institut Teknologi Adi Tama Surabaya, Institut Agama Islam Negeri Sunan Ampel, Universitas Ciputra and Universitas Wijaya Kusumma Surabaya.

About Bangkok
Bangkok is the capital city of and largest urban area in Thailand. It is known in Thai as Krung Thep Maha Nakhon , meaning "city of angels". Bangkok is by far the most densely populated city in Thailand with about 12 million people. Bangkok was a small trading post near the mouth of the Chao Phraya River during the Ayutthaya Kingdom in the 15th century. It eventually grew in size and became the site of two capital cities: Thonburi in 1768 and Rattanakosin in 1782.
Because of its strategic location in Southeast Asia, Siam (later Thailand) acted as a buffer-zone between the French and British colonial empires. Bangkok itself has gained a reputation as an independent, dynamic and influential city. Bangkok is the political, social and economic centre of Thailand, and one of the leading cities in Southeast Asia.the city is a regional force in finance and business. Its increasing influence on global politics, culture, fashion and entertainment underlines its status as an Alpha global city. In 2009, it was the second most expensive city in South-East Asia behind Singapore.
Bangkok has an official population of 9,100,000 residents, while the greater Bangkok area contains some 11,971,000 (January 2008). The capital is a center of the megalopolis of 20 million people, situated in a heavily urbanized triangle of central and eastern Thailand, which stretches from Nakhon Ratchasima to the heavily Industrialized Eastern Seaboard. Bangkok borders five other provinces: Nonthaburi, Pathum Thani, Samut Prakan, Samut Sakhon and Nakhon Pathom; all five provinces are joined in the conurbation of the Bangkok Metropolitan Area. It is served by two international airports: Suvarnabhumi Airport and Don Mueang International Airport, four rapid transit lines operated by the BTS, MRT, and the SRT, with plans to add additional lines by 2020.About 10 million international visitors each year, second only to London.
Economy
Bangkok is the economic center of Thailand, dominating the country's economy and dwarfing any other urban centers. Development continues to pour in to Bangkok mostly neglecting the rest of the nation. Its combined economic output is roughly 140 billion dollars in purchasing power parity terms, which accounts for roughly 16 percent of Thailand's GDP also in PPP terms. However, there is a quite a large discrepancy and statisticians and economists would claim that Bangkok accounts for nearly 75 percent of Thailand's service sector which accounts for 45.2 percent of Thailand's 590 billion dollar economy. With the given GDP of the city, the estimates for per capita income is roughly 20,000 dollars. More realistic but unclaimed estimates put the city's output as high as 210 billion dollars, accounting for 38 percent of national income and per capita income at 33,000 dollars.
Transportation
Rail systems
On the birthday of HM King Rama IX, 5 December 1999, an elevated two-line Skytrain (officially called BTS) metro system was opened. The remains of the failed BERTS (Hopewell) project can still be seen all the way from the main railroad station out towards Don Mueang Airport. Due to the Asian financial crisis of 1997 construction was halted and the concrete pillars were left unused.
The MRT subway system opened for use in July 2004. The MRT connects the northern train station of Bang Sue to the Hua Lamphong central railway station near the city centre, while also going through the eastern part of Bangkok. It connects to the BTS system at BTS stations Mo Chit, Asok, and Sala Daeng.
Airports
Bangkok is one of Asia's most important air transport hubs. In 2005, more than ninety airlines served Don Mueang International Airport (IATA: DMK; ICAO: VTBD). It was the 18th busiest airport in the world, second busiest in Asia by passenger volume, 15th busiest in the world and fourth busiest in Asia in international passenger volume. Don Mueang consistently ranked 19th in the world in cargo traffic, and seventh in the Asia-Pacific region. Don Mueang is considered to be one of the world's oldest international airports, its opening in March 1914 making it almost twenty years older than London Heathrow. It has three terminals and is located about 30 km (19 mi) north from the heart of Bangkok.
On 28 September 2006, Suvarnabhumi Airport (IATA: BKK; ICAO: VTBS), became Bangkok's official international airport, replacing Don Mueang. Pronounced Suwannaphum (RTGS), or loosely Su-wan-na-poom, the airport is located southeast of the city center in Bang Phli district, Samut Prakan Province. The progress of Suvarnabhumi Airport dates back to the early 1970s when a large plot of land 8,000 acres (3,237 ha) (32 km²) was bought. A student uprising in October of the same year prevented further progress with the development when the military government of Thanom Kittikachorn was subsequently overthrown. After several military coups and the Asian financial crisis of 1997, construction finally began in 2002, after five years of clearing the site. The first flights landed in September 2006, shortly after another military coup. Its two parallel runways are connected by the five concourses of the main terminal building. The airport features a 132.2-metre (434 ft)-tall control tower, the tallest in Asia and one meter (3.2 ft) taller than Kuala Lumpur International Airport control tower. It is the tallest stand alone purpose built control tower in the world. Airports of Thailand Plc. (AoT) have announced another terminal to accommodate a further fifteen million passengers. This will be part of Phase 2 of the airport, which is expected to begin construction in three to five years. The main airline of Suvarnabhumi is Thai Airways International.

About Kuala Lumpur
Kuala Lumpur is the federal capital and most populous city in Malaysia. The city covering an area of 243 km 2 (94 sq mi), has a population of 1.5 million as of 2010, and an estimate of 1.6 million as of 2012. Greater Kuala Lumpur, also known as the Klang Valley, is an urban agglomeration of 7.2 million. It is among the fastest growing metropolitan regions in the country, in terms of population and economy.
Kuala Lumpur is the seat of the Parliament of Malaysia. The city was once home to the executive and judicial branches of the federal government, but they have since moved to Putrajaya in early 1999.Some sections of the judiciary still remains in the capital city of Kuala Lumpur. The official residence of the Malaysian King, the Istana Negara, is also situated in Kuala Lumpur. Rated as an alpha world city, Kuala Lumpur is the cultural, financial and economic centre of Malaysia due to its position as the capital as well as being a key city. Besides, Kuala Lumpur was ranked 48th among global cities by Foreign Policy's 2010 Global Cities Index.and was ranked 67th among global cities for economic and social innovation by the 2thinknow Innovation Cities Index in 2010.
Economy
The Gross Domestic Product (GDP) for Kuala Lumpur is estimated at RM73,536 million in 2008 with an average annual growth rate of 5.9 percent. The per capita GDP for Kuala Lumpur in 2008 is RM 48,556 with an average annual growth rate of 5.9 percent. The total employment in Kuala Lumpur is estimated at around 838,400.The service sector comprising finance, insurance, real estate, business services, wholesale and retail trade, restaurants and hotels, transport, storage and communication, utilities, personal services and government services form the largest component of employment representing about 83.0 percent of the total.The remaining 17 percent comes from manufacturing and construction.
The average monthly household income for Kuala Lumpur was RM 4,105 (USD 1,324) in 1999, up from RM3,371 (USD 1,087) four years prior, making it 66% higher than the national average.[53] In terms of household income distribution, 23.5% of households in the city earned more than RM5,000 (USD 1,613) per month compared to 9.8% for the entire country, while 8.1% earned less than RM1,000 (USD 323) a month.

1. Company Ownership
Ownership of Healtea Sweetea Cafe is identified as belonging to its managers. Owner is Ringga Arie Suryadi.

2. Start-up Summary
Equipment and Inventory will make up 75% of start-up requirements. Leasehold improvements and general expenses comprise the remaining 25%. The owners are contributing $10,330 of investment to the business. We need a total of $63,963, and are seeking a long-term loan of $53,633; we plan to pay this loan back in full within 6 years, at a 9.25% interest rate.
Long-term Assets, $13,808
ü Refrigerator: $3,500
ü Tea Racks: $2,300
ü Coffee Maker: $908
ü Hot Water and Steam machine: $1,100
ü Dishwasher: $3,000
ü Other Hardware & Appliances: $3,000
Short-term Assets, $6,605
ü Tea Grinder: $564
ü Iced Tea Shakers: $541
ü Furniture: $5,500
Expensed Supplies, $1,200
ü Napkins, Stirrers, cleaning supplies, tea-balls, tasting cups




Products and Services
Tea is the second most consumed beverage in the world, after water. Healtea Sweetea cafe will found in response to a realization that Asean had so few tea offerings that they generally were unfamiliar with anything but bagged teas. Healtea Sweetea endeavored to emphasize the healthy aspects of tea as an alternative to coffee.When it will found, Healtea Sweetea cafe will became Tea Franchise.
Healtea Sweetea cafe began with 30 teas from around the world, including black tea, green tea and herbal chamomile as well as exotic teas. . Several of Healtea Sweetea cafe's teas are seasonal.One of its signature drinks is the teappuccino, a black tea mixed with steamed milk and froth, which the company has trademarked. The menu leverages the new wave of specialty teas that may be served sweetened or spiced and that are blended with milk, sparkling water or fruit juices. In the early years, its favorite offerings were Bubble tea, Pomegranate tea, Matte Latte or Chai tea and milk and Tea sangria.
Slogan Healtea Sweetea cafe's business as follows: "Asean based Healtea Sweetea Tea strives to redefine the message of tea as a healthy beverage and lifestyle choice, to create unique, all-natural tea-based beverages and to provide customer experiences that reflect modern designs and a sustainable environment."
Healtea Sweetea Cafe will specialize in premium teas, cake, and gift baskets. Our full "teahouse" experience is complemented by an assortment of loose teas, premium chocolates, tea accessories and gift baskets, all suitable as souvenirs and gifts for our tourist customers. Our goal is to be a destination store for visitors, and a resource for locals seeking gifts, new experiences, and knowledge of tea.
Health benefits of brewed tea: The curative properties of tea have been known for thousands of years. Because Honest Tea is brewed from genuine tea leaves it imparts many health benefits not found in tea-flavored drinks. In addition to serving as a digestive aid, tea has powerful antioxidants, which impair the development of free radicals which contribute to cancer and heart disease. The antioxidants in green tea are believed to be at least 100 times more effective than Vitamin C and twenty-five times better than Vitamin E at protecting cells and DNA from damage believed to be linked to cancer, heart disease and other potentially life-threatening illnesses.
Cultural experience of tea: Each Honest Tea flavor is brewed based on a recipe perfected over generations in a specific region of the world. As a result, drinking Honest Tea becomes a cultural experience, from the genuine tastes to the distinctive international art and information on the label. While some bottled teas seek to cloak themselves in a cosmopolitan mantle by including exotic-looking drawings on the label, the front of each Honest Tea label features authentic art from the culture of origin.
30 kinds of tea
Our tea-tenders will know the best brewing temperature and time for each of the 30 kinds of teas we offer. These include straight black teas and our own creations, like "New Indonesia Tea," a a green tea mixed with jasmine and gambier blend. We will also offer a range of green teas, which are becoming more popular with the proliferation of local sushi restaurants. Healtea Sweetea Cafe 's no-caffeine herbal infusions range from flavored rooibus to fruit blends and medicinal brews (chamomile, ginseng, etc.).
All of these teas are available hot, iced, or loose for customers to take home and brew at their leisure.
Pastries
To complement our beverages, we will offer a small selection of freshly-baked pastries from a local bakery. Our alliance with this bakery allows us to offer high-quality baked goods at a reasonable price, in exchange for co-advertising. These items are not intended as a staple of our overall profit structure, but help us to create the whole-service feeling of a real teahouse, without investing in cooks, bakers, or kitchen equipment. Based on market research, we believe that up to 2/3 of our sit-down clientele will order a cookie, piece of cake, scone, muffin, or savory croissant with their tea. Not offering such treats could lose us customers.

Market Analysis Summary
The Tea Market
The Asean tea market is growing rapidly. Tea sales have increased 165% since 1990, Spurred by studies touting tea's health effects, and increasing familiarity with Asian and South Asian cuisine and its tea customs, consumers have been turning towards tea as a more original, more "natural" affordable luxury. In addition, the cultural connection of tea with all things "civilized" (largely from consumer understandings of Japan high tea) has made tea knowledge, including the choice of a favorite teahouse, a mark of sophistication among many Asean middle class women.
Surabaya , Kuala Lumpur and Bangkok itself is a rural town getting slowly gentrified, and gradually adopting the sophisticated tastes of its tourists. Recent moves towards organic farming in several of the surrounding towns reflect the changing tastes and priorities of local residents. Local high schools have seen dramatic increases over the last 10 years in the percentage of juniors and seniors enrolled in courses for college credit - newer residents are much more concerned with education than their predecessors, as the community's affluence grows. All of these trends bode well for the success of an upscale teahouse.


List of countries by tea consumption per capita
This is a list of countries ordered by annual per capita consumption of tea, as of 2009
Rank
Country
Tea consumption
1
United Arab Emirates
6.24 kg (220 oz)
2
Ireland
3.22 kg (114 oz)
2
Mauritania
3.22 kg (114 oz)
4
Turkey
2.74 kg (97 oz)
5
Seychelles
2.08 kg (73 oz)
6
United Kingdom
1.89 kg (67 oz)
7
Morocco
1.67 kg (59 oz)
8
Kuwait
1.61 kg (57 oz)
9
Qatar
1.60 kg (56 oz)
10
Kazakhstan
1.54 kg (54 oz)
11
Malta
1.45 kg (51 oz)
12
Hong Kong
1.42 kg (50 oz)
13
Bahamas
1.35 kg (48 oz)
14
Syria
1.29 kg (46 oz)
15
Russia
1.21 kg (43 oz)
16
Gambia
1.19 kg (42 oz)
17
Guyana
1.18 kg (42 oz)
18
Botswana
1.13 kg (40 oz)
19
Aruba
1.10 kg (39 oz)
20
Iran
1.07 kg (38 oz)
21
Zimbabwe
1.05 kg (37 oz)
22
Chile
1.02 kg (36 oz)
23
Macau
1.01 kg (36 oz)
24
Japan
0.99 kg (35 oz)
25
Bahrain
0.98 kg (35 oz)
26
Georgia
0.95 kg (34 oz)
27
Egypt
0.93 kg (33 oz)
27
Thailand
0.93 kg (33 oz)
27
Mongolia
0.93 kg (33 oz)
30
Tunisia
0.92 kg (32 oz)
31
Poland
0.87 kg (31 oz)
32
Uzbekistan
0.86 kg (30 oz)
33
Turkmenistan
0.82 kg (29 oz)
33
China
0.82 kg (29 oz)
35
Barbados
0.81 kg (29 oz)
35
New Caledonia
0.81 kg (29 oz)
37
Malaysia
0.80 kg (28 oz)
38
Mozambique
0.75 kg (26 oz)
39
Fiji
0.74 kg (26 oz)
40
Saudi Arabia
0.72 kg (25 oz)
40
Kyrgyzstan
0.72 kg (25 oz)
42
Netherlands
0.71 kg (25 oz)
43
Jordan
0.70 kg (25 oz)
44
Myanmar
0.67 kg (24 oz)
45
New Zealand
0.65 kg (23 oz)
46
Swaziland
0.62 kg (22 oz)
47
Singapore
0.60 kg (21 oz)
48
Ukraine
0.58 kg (20 oz)
48
Brunei
0.58 kg (20 oz)
50
Yemen
0.57 kg (20 oz)
50
Sudan
0.57 kg (20 oz)
-
World
0.57 kg (20 oz)
52
Lebanon
0.56 kg (20 oz)
53
India
0.52 kg (18 oz)
53
Sri Lanka
0.52 kg (18 oz)
55
Australia
0.51 kg (18 oz)
55
South Africa
0.51 kg (18 oz)
57
Mali
0.50 kg (18 oz)
-
European Union
0.48 kg (17 oz)
58
Kenya
0.47 kg (17 oz)
58
Belarus
0.47 kg (17 oz)
60
Senegal
0.46 kg (16 oz)
61
Estonia
0.43 kg (15 oz)
62
Canada
0.41 kg (14 oz)
63
Sweden
0.40 kg (14 oz)
64
Latvia
0.38 kg (13 oz)
65
Malawi
0.36 kg (13 oz)
65
Cyprus
0.36 kg (13 oz)
65
Bangladesh
0.36 kg (13 oz)
68
Somalia
0.34 kg (12 oz)
69
United States
0.33 kg (12 oz)
70
Algeria
0.32 kg (11 oz)
70
Cameroon
0.32 kg (11 oz)
70
Indonesia
0.32 kg (11 oz)
73
Tajikistan
0.30 kg (11 oz)
73
Trinidad and Tobago
0.30 kg (11 oz)
75
Dominica
0.29 kg (10 oz)
75
Lithuania
0.29 kg (10 oz)
77
Saint Vincent and the Grenadines
0.27 kg (9.5 oz)
78
Jamaica
0.26 kg (9.2 oz)
79
Nepal
0.25 kg (8.8 oz)
79
Czech Republic
0.25 kg (8.8 oz)
79
Grenada
0.25 kg (8.8 oz)
79
Macedonia
0.25 kg (8.8 oz)
83
Germany
0.23 kg (8.1 oz)
83
Denmark
0.23 kg (8.1 oz)
85
Switzerland
0.22 kg (7.8 oz)
85
Finland
0.22 kg (7.8 oz)
85
Norway
0.22 kg (7.8 oz)
88
France
0.21 kg (7.4 oz)
88
Azerbaijan
0.21 kg (7.4 oz)
88
Belize
0.21 kg (7.4 oz)
88
Moldova
0.21 kg (7.4 oz)
92
Iceland
0.19 kg (6.7 oz)
93
Namibia
0.16 kg (5.6 oz)
93
Niger
0.16 kg (5.6 oz)
93
Slovakia
0.16 kg (5.6 oz)
96
Israel
0.15 kg (5.3 oz)
97
Rwanda
0.14 kg (4.9 oz)
97
Belgium
0.14 kg (4.9 oz)
97
Greece
0.14 kg (4.9 oz)
100
Uganda
0.13 kg (4.6 oz)
100
Luxembourg
0.13 kg (4.6 oz)
100
Burkina Faso
0.13 kg (4.6 oz)
100
Uruguay
0.13 kg (4.6 oz)
100
Bolivia
0.13 kg (4.6 oz)
105
Ecuador
0.12 kg (4.2 oz)
105
Libya
0.12 kg (4.2 oz)
105
Panama
0.12 kg (4.2 oz)
105
Peru
0.13 kg (4.6 oz)
109
Saint Lucia
0.11 kg (3.9 oz)
110
Zambia
0.10 kg (3.5 oz)
110
Italy
0.10 kg (3.5 oz)
110
Austria
0.10 kg (3.5 oz)
110
Argentina
0.10 kg (3.5 oz)
114
Portugal
0.092 kg (3.2 oz)
115
Cambodia
0.083 kg (2.9 oz)
116
Tonga
0.077 kg (2.7 oz)
117
Gabon
0.076 kg (2.7 oz)
118
Cape Verde
0.067 kg (2.4 oz)
119
Armenia
0.066 kg (2.3 oz)
119
South Korea
0.066 kg (2.3 oz)
121
Hungary
0.065 kg (2.3 oz)
122
Costa Rica
0.063 kg (2.2 oz)
123
Ethiopia
0.058 kg (2.0 oz)
123
Togo
0.058 kg (2.0 oz)
125
Ghana
0.056 kg (2.0 oz)
126
Spain
0.055 kg (1.9 oz)
126
Côte d'Ivoire
0.055 kg (1.9 oz)
126
Bhutan
0.055 kg (1.9 oz)
129
Bulgaria
0.051 kg (1.8 oz)
130
Papua New Guinea
0.044 kg (1.6 oz)
131
Slovenia
0.039 kg (1.4 oz)
132
Tanzania
0.037 kg (1.3 oz)
133
Guatemala
0.035 kg (1.2 oz)
134
Burundi
0.033 kg (1.2 oz)
135
Angola
0.032 kg (1.1 oz)
136
Romania
0.030 kg (1.1 oz)
137
Democratic Republic of the Congo
0.028 kg (0.99 oz)
138
Croatia
0.027 kg (0.95 oz)
138
Honduras
0.027 kg (0.95 oz)
140
Serbia
0.023 kg (0.81 oz)
140
Nigeria
0.023 kg (0.81 oz)
142
Brazil
0.018 kg (0.63 oz)
143
Philippines
0.014 kg (0.49 oz)
144
Madagascar
0.013 kg (0.46 oz)
144
Albania
0.013 kg (0.46 oz)
146
Bosnia and Herzegovina
0.011 kg (0.39 oz)
147
Venezuela
0.0076 kg (0.27 oz)
148
Montenegro
0.0064 kg (0.23 oz)
149
Congo
0.0052 kg (0.18 oz)
150
Colombia
0.0044 kg (0.16 oz)
151
Mexico
0.0033 kg (0.12 oz)
152
Comoros
0.0027 kg (0.095 oz)
153
Nicaragua
0.0026 kg (0.092 oz)
154
Chad
0.0016 kg (0.056 oz)
155
Central African Republic
0.00045 kg (0.016 oz)

Market Size
Locals
Surabaya is Indonesia's second-largest city with a population of over 2.7 million (5.6 million in the metropolitan area), The city is one of the busiest ports in the country. Its principal exports include sugar, tobacco and coffee. It has a large shipyard, and numerous specialized naval schools.As the provincial capital, Surabaya is also home to many offices and business centres. Surabaya's economy is also influenced by the recent growth in foreign industries and the completion of the Suramadu bridge. Surabaya is currently in the process of building high rise skyscrapers such as apartments, condominiums, and hotels as a way of attracting foreign people to the city.Surabaya is the main trading port in East Java. Enriched by its facilities, and geography advantages, Surabaya has great economic potential.
Bangkok is by far the most densely populated city in Thailand with about 12 million people.Bangkok is the economic center of Thailand, dominating the country's economy and dwarfing any other urban centers. Development continues to pour in to Bangkok mostly neglecting the rest of the nation. Its combined economic output is roughly 140 billion dollars in purchasing power parity terms, which accounts for roughly 16 percent of Thailand's GDP also in PPP terms. However, there is a quite a large discrepancy and statisticians and economists would claim that Bangkok accounts for nearly 75 percent of Thailand's service sector which accounts for 45.2 percent of Thailand's 590 billion dollar economy. With the given GDP of the city, the estimates for per capita income is roughly 20,000 dollars. More realistic but unclaimed estimates put the city's output as high as 210 billion dollars, accounting for 38 percent of national income and per capita income at 33,000 dollars.
Kuala Lumpur has a population of 1.5 million as of 2010, and an estimate of 1.6 million as of 2012. Greater Kuala Lumpur, also known as the Klang Valley, is an urban agglomeration of 7.2 millionThe Gross Domestic Product (GDP) for Kuala Lumpur is estimated at RM73,536 million in 2008 with an average annual growth rate of 5.9 percent. The per capita GDP for Kuala Lumpur in 2008 is RM 48,556 with an average annual growth rate of 5.9 percent. The total employment in Kuala Lumpur is estimated at around 838,400.The service sector comprising finance, insurance, real estate, business services, wholesale and retail trade, restaurants and hotels, transport, storage and communication, utilities, personal services and government services form the largest component of employment representing about 83.0 percent of the total.The remaining 17 percent comes from manufacturing and construction.
Tourists
Bangkok
Top 20 Most visited nationalities in Thailand 2011
Data from Department of Tourism, Ministry of Tourism and sports
rank
nationals
amount (people)
percent

ASEAN
5,529,940
28.96
1
Malaysia
2,470,686
12.94
2
China
1,760,564
9.22
3
Japan
1,126,221
5.90
4
Russia
1,014,493
5.31
5
South Korea
1,014,292
5.31
6
India
916,787
4.80
7
Laos
887,677
4.65
8
Australia
854,064
4.47
9
United Kingdom
844,224
4.42
10
United States
684,073
3.58
11
Singapore
670,148
3.51
12
Germany
603,177
3.16
13
Vietnam
488,315
2.56
14
France
509,225
2.67
15
Taiwan
450,753
2.36
16
Hong Kong
418,063
2.19
17
Indonesia
369,53
1.93
18
Sweden
336,593
1.76
19
Philippines
271,903
1.42
20
Cambodia
252,705
1.32
Kuala Lumpur
Tourist Arrivals in Malaysia 2010







In 2010, Malaysia recorded 22.4 million tourist arrivals.
Rank
country
Visitors
Growth

1
Singapore
13,042,004
2.4

2
Indonesia
2,506,509
7.04

3
Thailand
1,458,678
0.6

4
China
1,130,261
10.8

5
Brunei
1,124,406
5.9

6
India
690,849
17.1

7
Australia
580,695
8.9

8
Philippines
486,79
8.8

9
United Kingdom
429,965
-1.2

10
Japan
415,881
5.1

Market Segmentation
Market Segmentation
Customers are likely to be:
ü Young professionals and student may consider new taste of various tea that provided in my cafe. A lot of taste , choice and keep healthy.
ü It is popular for people to hold meetings such as craft circles and book groups inlocal cafes . We provide comfort place for everybody. Dringking tea with relaxed situation.
ü people looking to try different tastes and flavors.try kind of our product .
ü Office workers looking for a quick snack and drink or a relaxing meeting place.
ü Travelers will be attracted to healtea sweetea cafes situated at strategic locations such as mall; these can provide a useful way of relaxing before or during journeys.
ü Local Residents
Capital Bubble Tea Cafe wants to establish a large regular customer base. This will establish a healthy, consistent revenue base to ensure stability of the business.
ü Tourists
Tourist traffic comprises approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market.
4.2 Target Market Segment Strategy
Healtea Sweetea Cafe will provide the local upper-middle-class community with a place to socialize, indulge themselves with fine teas and pastries, and find unique taste of tea and tea for gifts. For tourists, Healtea Sweetea Cafe will be a destination stop in their tour of the town, whether as a break from shopping, a warm-up visit after skiing, or a place to buy unique gifts as souvenirs of their holiday.
These customers will be glad to pay the price premium for our products in exchange for the high quality, great taste, and sense of prestige they receive. In fact, higher prices for some items (Assam golden tippy versus regular Assam) may encourage higher sales - these kinds of customers eagerly accept the idea that higher prices equal higher quality, and want to buy "only the best," regardless of whether their palate is educated enough to appreciate the subtle differences.
4.3 Service Business Analysis
The tea market is metropolitan areas such as Surabaya , Bangkok and Kuala Lumpur. Currently, locals and more sophisticated tourists looking for a cup of coffee or tea can either go to the bad place and incomplate. None of these options is geared toward the tea drinker, and none of them offer the convenience or upscale feeling, let alone knowledgeable service, available at Healtea Sweetea Cafe .
We have learned that their proximity to cultural events, shopping districts and fine restaurants has brought in hundreds of walk-in tourists monthly, while advertising with local hotels and bed and breakfasts boosted their clientele only slightly. Word of mouth, visibility, and year-round tourist appeal are very important for a teahouse's success in areas like Surabaya , Bangkok and Kuala Lumpur.
Tea Myths
ü Most people do not consume tea as a morning ritual as they do with coffee.
ü Tea is consumed in the afternoon and before bed.
ü People drink tea only during cold weather, making the business seasonal.
ü Tea is associated solely with the image of old ladies, china cups and doilies.
Tea Facts
ü Tea is growing in popularity and more people are drinking tea in the mornings as a substitute for coffee.
ü Tea is being consumed throughout the day; its milder caffeine effect allows for multiple cups without the "jitters."
ü Today's tea drinkers do not limit their purchases to one season, but drink tea all year long.
ü Tea has become the drink of choice for today's baby boomer, and tea's health effects are giving tea a more active, youthful, and healthy image.

4.3.1 Competition and Buying Patterns
In the gourmet teahouse industry, competition depends on quality of teas, knowledgeable teatenders, and cultivation and education of a loyal customer base. Our Consumers will have good experience , tea-dust offerings in grocery stores are amazed at the range of tastes, textures, and fragrances from real, high quality tea. Offer them a good cup, and they will usually return for the rest of their lives. However, getting them to enter your store in the first place can be a major challenge.
Our potential customers vary in knowledge of tea, and are seeking a wide range of experiences and products.
Tea Drinkers
Tea drinkers are looking for a pleasant, relaxing place in which to indulge their love of tea, share it with friends, and learn more about tea varieties, cultivation, and health properties. Committed tea drinkers will always choose quality over price or convenience, seeking out the freshest whole-leaf and tippy varietals in the area. Friends of ours have driven 50 miles to buy quality loose teas to bring home with them. Our challenge with these consumers is getting out the word that we are here, and holding events to showcase our quality.
Local Socializers
The middle and upper-middle class women of Surabaya and surrounding towns currently have no place where they can go to be spoiled at a moderate price outside of a full restaurant. Local restaurants can also be noisy, and require a large chunk of time and money for an outing. This market segment is seeking a cozy, comfortable, upscale/exclusive locale with a similar clientele, where they can meet friends, have some good food and beverages, and stay as long or as short as they want. Our challenge with the socializers is to create a buzz from the very beginning that we are exclusive, pleasant, and high-quality, without generating such overcrowding that we lose our intimate feeling.
Tourists
Tourists vary widely in their reasons for visiting Surabaya, but they generally share a sophisticated urban palate, a moderately high disposable income, and a desire to "discover" quaint local charm. They are seeking high-quality foods, beverages, gifts, and service. Our challenge with tourists is being visible enough to be noticed, without losing our local charm. Once such a visitor has tried our teahouse, they will definitely want to return.
Other Potential Customers:
ü New Tea Drinkers (who have never tried good tea)
ü Health-Food Afficionados

Strategy and Implementation Summary
We will combine heavy print advertising with special events and targeted promotions to introduce Surabaya , Bangkok and Kuala Lumpur residents and tourists to Healtea Sweetea Cafe , and to premium teas in general. Repeat sales depend on consistently high quality products and service. We will thus train every part-time teatender in the proper storage, and serving of our 30 kinds of tea.
Our teas and cakes are offered at a price premium that discourages customers seeking cheap, low-quality goods. This not only enhances the feeling of prestige customers get when patronizing our teahouse, but also ensures that customers will have similar expectations of service and quality, based on their socio-economic class. The status and sophistication indicated by suggesting an outing to Jasmine, or a gift basket with our logo on it, will soon become valuable in themselves.

5.1 Competitive Edge
Key Competitive Strengths
ü Ringga Arie 's experience managing a successful.
ü We have arranged competitive distribution contracts with high-end tea growers around the world.
ü We are the only retailer offering such a wide array of premium tea.
ü Our interior design will give Healtea Sweetea Cafe an intimate, cozy, comfortable, and chic feeling, without reminding customers of doilies and lace.
ü We are committed to providing only high-quality products and services with competitive price.
ü Advertising per month concentrating on banner and media. Healtea Sweetea Cafe will experiment with different strategy .
Competitive Weaknesses
Our primary weakness is that we are a new business competing against established chains, for customers who may not know how great our products are. To significantly build sales, we must not just find new customers - we must take customers away from existing stores and from their coffee-drinking habits. We can accomplish this only by offering a superior selection of teas and cakes, and focusing on high-quality service and full service delivery.
2.6 Current Situation in SWOT Analysis
The Healtea Sweetea Cafe will strengths, weaknesses, opportunities and threats.
Strengths:
1. High quality tea
2. High quality service
3. expertise on the tea business
4. Entrepreneurial spirit and commitment
5. complete and broad training of staff
Weaknesses:
1. Promotion , limited budget
2. Single line of product
Opportunities:
1. no serious competition
2. increasing market share
3. specialized products
4. can open new lines of business
Threats:
1. seasonal demand
2. misperception of tea consumption
3. Competition from coffee shops
5.2 Marketing Strategy
Our marketing strategy needs to accomplish two things: first, to make potential customers aware of Healtea Sweetea Cafe 's opening and location; second, to educate potential customers as to what a teahouse is, and why it is so wonderful. Clearly, with committed tea drinkers, the first will suffice. However, for the rest of our target market, we must strategically define ourselves as the answer to the many different things each group is seeking. Our highly visible location in the best mall .
The marketing budget will not exceed 3% of our gross annual sales.
Tea Drinkers
Appeal to their gourmet palates:
ü Advertisements in the "entree" and food sections of all local papers within a 30 miles radius.
ü Flyers in gourmet grocery stores and coffeehouses in the same area.
ü Ads in local magazines: Man's , sport's , young's and women Magazine.
ü Make Website about your product. Include benefit , price , uniqueles , location shop and your strategic promotion.
Gift Buyers
Focus on our wide gourmet selection and convenient location:
ü Ads in all local and international papers
ü Press releases to local papers, including gift suggestions
Tourists
ü The storefront design (in our highly visible location) will include our name and logo, and we will place standing signs pointing towards our store at both nearby intersections. Our menu, prices, and hours will be posted in the windows at all times.
ü Destination Visitors: We will place ads in the programs of all plays, operas, and other cultural events in Surabaya , Bangkok and Kuala Lumpur County throughout the year, billing ourselves as a "mini-getaway" from the pace of urban life. We will provide brochures in every local historical site, visitor's center, and state park information booth.
Marketing Plan

Promotion
With the increasing number of competitors carrying different products but of the same health benefits that tea offers, extensive advertising and promotions should be considered by the company. To reach the public, advertising is a necessity. Advertising takes two basic forms. The generic campaign promotes not a specific product, but tea-drinking in general. The other form is private advertising to promote the brand or brands of a company. These two forms perform very different tasks for the tea trade. Advertising’s role is multi-faceted, with a real possibility of increasing the total volume of quality tea sold to the public.



Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\ads_outside_mall.png Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\DSC09209_MallBanner.jpg Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\Cottonwood Mall Banner_GEy98201155249PM63.JPG
Picture : Healtea Sweetea Cafe Banner Promotion.
Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\facebook-advertising.png Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\draft_lens15785751module135959501photo_1290652878mr-bean-mag.jpg Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\Justin-Bieber-Vanity-Fair-Magazine-Cover.jpg
Description: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\Television.jpgDescription: F:\pelajaran di thailand\99homework\seminar in international business\advertisment\men magazine.jpg
Picture : Healtea Sweetea Cafe Advertising in Media
Description: F:\pelajaran di thailand\99homework\seminar in international business\location\website.jpg
Picture : Healtea Sweetea Cafe Website.

Pricing
the price is the amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often, it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are: market skimming pricing, marketing penetration pricing and neutral pricing. The 'reference value' (where the consumer refers to the prices of competing products) and the 'differential value' (the consumer's view of this product's attributes versus the attributes of other products) must be taken into account.

Place
refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive distribution, selective distribution, exclusive distribution, franchising can be used by the marketer to complement the other aspects of the marketing mix

Product
5.3 Sales Strategy
Because Healtea Sweetea Cafe is a new entity, we understand that we will have to prove our company's worth to upscale tea buyers in order to earn their respect and business. Our Sales Forecast depends on establishing a loyal customer base who visits our teahouse at least once every month; we expect a few committed tea drinking "regulars" who will come in more than once a week. In order to achieve this kind of repeat business, every customer, whether on the first visit or their hundredth, will be treated graciously and with respect.
Part of our mission is to educate our customers about tea and tea brewing; however, this must only be done in a respectful fashion. Our knowledge is a resource, and must never be used to make a customer feel uncomfortable or ignorant.
Tea Profiles
In addition to our extensive menu describing all 30 teas, Ringga will develop a "Tea Profile" card for new tea drinkers, or customers looking to broaden their tea experience. These cards include questions about taste preferences which will help our teatenders guide the customer to a tea they will enjoy.This card called "loyaltea card". Our teas vary widely in taste, aroma, smokiness, fruit, and pungency, and very few people will enjoy them all equally. A customer who finds his or her personal tastes met is much more likely to be a repeat customer than one who simply orders a popular tea.
"Tea Tasting" Plates
Every week we will offer a different selection of our teas as a "tasting:" 4 to 5 small cups of different teas, labeled and described, with appropriate pastry accompaniments. These plates will allow customers to try new kinds of tea without committing to a full pot. These tastings will be priced at 1 1/2 times the price of a regular pot.
Special Events
In addition to our monthly tea tasting parties,Healtea Sweetea Cafe will offer customers the option of reserving the entire teahouse for a party or special event. We anticipate business for bridal and baby showers, as well as a few children's birthday parties.
We can join with big event for introduce our product to consumer.such as follow sport event , young activity and culture event.

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