DAVIDsTEA: Company Description, Customer Analysis, and Opportunities for Growth

DAVIDsTEA
410-DD3-AS RETAIL SALES SECT. 08082
By Thi Thanh Thao Nguyen
Thi Mai Huong Vo
Sovoitey Sovann
Presented to Professor Amine Mohamed Chbani
APRIL 11, 2018
LASALLE COLLEGE
2000 Saint-Catherine St W, Montreal, QC H3H 2T3

Table of Contents
1 COMPANY DESCRIPTION......................................................................2
1.1 BRIEF HISTORY....................................................................................................................... 2
1.2 MISSION................................................................................................................................2
1.3 VISION.................................................................................................................................. 2
1.4 VALUES................................................................................................................................ 2
1.5 OBJECTIVES........................................................................................................................... 2
1.6 POSITIONING..........................................................................................................................3
1.7 SWOT ANALYSIS....................................................................................................................4
2 CUSTOMER ANALYSIS.........................................................................4
2.1 TARGET CUSTOMERS............................................................................................................... 4
2.2 LOYALTY STRATEGIES...............................................................................................................5
2.3 ACQUISITION OF NEW CUSTOMERS..............................................................................................6
3 COMMUNICATION AND CUSTOMER RELATIONSHIP STRATEGIES.......................6
3.1 COMMUNICATION.................................................................................................................... 6
3.2 CUSTOMER RELATIONSHIP STRATEGIES........................................................................................6
4 MANAGEMENT OF SALES AND SPACE MANAGEMENT....................................6
4.1 MANAGEMENT OF SALES.......................................................................................................... 6
4.2 SPACE MANAGEMENT.............................................................................................................. 6
5 OPPORTUNITIES FOR GROWTH...............................................................6
REFERENCES.........................................................................................9
APPENDIX...........................................................................................11
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1 Company Description
1.1 Brief history
DAVIsTEA is a Canadian specialty tea and tea accessory retailer based in Montreal, Quebec. It
is the largest Canadian-based specialty tea boutique in the country. In 2008, David Segal and his
cousin_ Herschel Segal launched their first store in Toronto and then a year later, first store in
Montreal was established. During four years from 2008 to 2011, they have opened 50 stores across
Canada and by the end of 2012; DAVIsTEA had more than 75 stores. However, there is a big change
in the company at the time. In March 2016, co-founder David Segal resigned from DaVIsTEA then on
December 8, 2016, Bullen was named Interim President and CEO, effective February 1, 2017.
1.2 Mission
“Great tea, friendly stores, and above-and-beyond customer service.”
To make tea fun and accessible to all. It is what makes us a fun place to visit, an easy place to
love... and a great place to work.
1.3 Vision
1.4 To share our passion for tea with the whole world. At DAVIDsTEA, we share more than just the
love of amazing tea or a great sense of humor. We share a culture_ a philosophy. It’s all about
how we treat our customers, our products and each other
1.5 Values
a) FUN: Creating customers smiles with our special and unique light, energetic and un-
academic tone of tea flavours.
b) FRIENDLY: Demystifying tea associate with above-and-beyond service will surprising
and delighting our customers.
c) INNOVATION: We keen on innovating our products to be unique, exclusive blends
and in-house designed accessories to adapt to our customers’ desires.
d) RESPONSIBLE: Organic, compostable, recyclable, reusable.
e) PASSION: Commitment, enthusiasm, and pride in the company. Love and excitement
for what we sell and what we stand for.
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1.6 Objectives
1. To have the largest share of the North America loose-leaf tea market by the end of 2013
2. To grow to 550 stores with 320 stores in America and 230 stores in Canada by 2017
3. To concentrate on re-energizing the existing U.S. store base, as new store growth is
projected to be five stores by 2018
4. To launch a new online shopping platform to handle online orders, easing shopping and
accelerating e-commerce by the beginning of 2018
5. To have DAVIsTEA in each of Canada’s 100 most affluent communities
1.7 Positioning
Starbucks
Second Cup
DAVIsTEA
Tim Hortons
Lipton
Great Value
Low
price
High
price
High
experience
Low
experience
Tazo
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