Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 10

You are the owner of a successful chain of tea shops called Grace's Teas located in the Northeast. With 15 shops in Boston and 20 in New York the company has developed a strong local following of devoted tea aficionados. The company's target market tends to be wealthy professional women who enjoy a social experience with friends as well as moms and daughters who book birthday parties and small social events. This follows a trend nationally of growing interest in local tea shops. Who might be considered potential new competitors to this and why What strategic options might the owner of Grace's Teas consider to deal with potential new competitors