Tcha House: Case study

Résumé du document

In the frame of my project, I prospected several companies from different sectors. After this step, I met five managers who agreed to collaborate with us. So I consulted each other in the group in order to make a choice. I came quickly to an agreement to work with Tcha House because I found that the sector and the tasks were the most interesting ones for us. Moreover the manager of the company, Rachel Collet, was very approachable and her needs were worth being taken care of.

This report represents the aim of my project. And trough this document, I try to give a concrete answer in order to meet Tcha House needs. By developing new services for this company, I expect to make my project as real as possible. And in the interest of both objectivity and reality, I based my project approach on a model similar to those proposed by Sarah Cook . The model gives a general framework of my project and explains how the different steps are putted in place.

Extraits

[...] Finally one of the best ways would be to communicate on the social networks, press blogs, forums and other mean to have public visibility like articles in journals or websites - 2 Degree of interaction between the virtual world and the real world A study showed that the presence of an avatar on a website representation of a human as a cartoon figure) can reassure the customer by having a human presence. Furthermore it showed that a serious cartoon figure, which wears a suit and tie will reassure the customer. In the case of the Tcha House, Rachel Collet could give advice or marks on the products. The quality of the response that the owner of Tcha House will give to the buyer questions will be a surety for the buyer. [...]

[...] The website would take time to have the capacity to find customers (by advertising and by making evaluate the Tcha House in the rank page of search engines like Google or Yahoo). Then the bad management of logistic phase could generate a bad customer satisfaction. It could have bad consequences on sales in the physical shop. Last point is the risk of a bad management of the inventory by having the same inventory for physical shop and e-commerce website. The multichannel strategy can lead to confusion and decrease the customer satisfaction. Moreover it can be difficult to update the company accounting. Why a customer will buy on a website? [...]

[...] The web agency would define all the parameters with the manager (logistic, management of the orders, set up of the payment module, statistics module In case of validation, a test phase would be made and then the website would be online. It is quick and simple. The manager could entrust the update of the website to the web agency (extra fees) or to update herself the products and the content. Rachel Collet is the owner of the website. If the results are not good with this web agency, she could leave it rapidly and find another supplier to take care of the website. [...]

[...] First of all, if I take a look at the customer's loyalty (see the diagram below), I learn that an important part of the customers has known Tcha House since less than 6 months. That can be explained by the fact that Tcha House was created on February 2009 and it spends time to build a reputation. In another hand, I can notice that few of the customers are regular ones. Indeed of the respondents usually go to Tcha House once a year and 44% of the interviewees usually go there twice or thrice a year. That emphasizes Tcha House is more a tea shop than a tea room. [...]

[...] By this way, they still have the possibility to buy Tcha House products. On the other hand, people who are not interested in this potential new service would like to give a priority to human contact, sharing, and getting back advices from the manager. Furthermore, they often live close to the tea shop and prefer directly going to the shop to see and choose the products they need rather than buying it on the Internet. Finally, I wanted to collect information about the second potential new service suggested by Rachel Collet: the Time Formula”, that is to say propose to the customer who eats in tea to accompany his drink by pastries. [...]