Marketing a new retail business Essay Example

Marketing a new retail business Essay Name: Jayna Kerai Candidate Number: 8709 School Name: Queens Park Community School Centre Number: 12304 We will write a custom essay sample on Marketing a new retail business specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing a new retail business specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing a new retail business specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Contents TASK ONE ACTION PLAN TASK TWO Part A: Introduction Part B: Business Objectives Part C: The Importance of Marketing Part D: Identifying the Target Market TASK THREE Market Research Questionnaire TASK FOUR Part A: Carrying out my Questionnaire Part B: Getting my questionnaires filled in Part C: Other ways of getting my questionnaire filled out Part D: Different types of Market Research TASK FIVE Part A: Analysing my research Part B : Creating my charts/graphs Part C: Analysing my graphs Part D: What I expected from my research Part E: Evaluating the effectiveness of my research Part F: Discussion of how the research will affect business decisions about marketing Part G: What impact will this have on my business? TASK SIX Part A: Competition in my area Part B: Main Competition Part C: Factors that influence my competition Part D: Factors that influence my business Part E: How my competitor will influence my business TASK SEVEN Part A: Types of Promotion and Advertising Part B: Costs of Advertising Part C: Advertising my Business Part D: Laws that affect my business Part E: How advertising will affect the success of my business TASK EIGHT Part A: Conclusions: Final decisions on marketing my business Part B: Constraints to my Business Part C: Improvements to my marketing plan Part D: Improvements to my research Part E: Environmental, Financial and Social effects BIBLIOGRAPHY APPENDIX TASK ONE ACTION PLAN WHAT DO I NEED TO DO? (N.B. Write in the future tense e.g. I will need to write a definition of marketing) WHAT INFORMATION DO I NEED? What do you need to find out in order to complete the task? WHERE WILL I GET IT FROM? Name the textbook you use. Name the people who helped you. Name the organisations have you used. Give the address of websites that you use. WHEN WILL I FINISH IT? Put in dates for each task. DID I ACHIEVE IT? WERE THERE ANY PROBLEMS OR CHANGES? ANY OTHER COMMENTS? Explain any difficulties you had in getting information or completing the task by the date you planned. Task 2a) I need to decide on my business and its name. For my coursework I needed to investigate other business and what type of business would be the best to open I will make this information up 26-01-07 At first I could not decide what business to base my coursework on, but then I chose a bakery because I had also based my Information and Communications Technology coursework on. Task 2a)business and I needed to type up my introduction The information I will need to achieve this is my business, what type of ownership it will have, the reasons why I chose it and why it will be a successful business I will get my information from myself about the bakery as it is imaginary 30-01-07 The only problem which I came across was that I found it difficult to find reasons why my business will be successful but I resolved this problem by researching more about Task 2b) I also had to identify three objectives and how they use SMART. I need to find the definition of business objective and find examples of business objectives I will get my information from the websites. http://www.buseco.monash.edu.au/mkt/dictionary/ 03-02-07 The problem which occurred is that I did not know how to make an objective because I did not know what SMART was. WHAT DO I NEED TO DO? (N.B. Write in the future tense e.g. I will need to write a definition of marketing) WHAT INFORMATION DO I NEED? What do you need to find out in order to complete the task? WHERE WILL I GET IT FROM? Name the textbook you use. Name the people who helped you. Name the organisations have you used. Give the address of websites that you use. WHEN WILL I FINISH IT? Put in dates for each task. DID I ACHIEVE IT? WERE THERE ANY PROBLEMS OR CHANGES? ANY OTHER COMMENTS? Explain any difficulties you had in getting information or completing the task by the date you planned. Task 2c) I need to say why marketing is important to my business and what would happen to my business if I did not have any form of marketing The definition of marketing and how marketing affect business. I will get my definition and information of marketing from -Contemporary Marketing Wired (1998) by Boone and Kurtz. Dryden Press. http://iws.ohiolink.edu/moti/homedefinition.html 10-02-07 In this section the problems which occurred is that I could not think of reasons for how if I did not use marketing how it would affect my business, but then I investigated more into marketing and found how it affected my business. Task 2d) I need to identify the target market of my business and why it is important for me to know who my target market is To find the definition of target market and why it is important for businesses I will get my definition and information about target market from http://en.wikipedia.org/wiki/Target_marketing 14-02-07 In the section the only problem that arose is that I could not describe who my target market was, however I simply investigated more into target market and found, realised that my target market is Task 3) I need to create my own questionnaire for scrumptious To research the layouts and types of questions to ask in questionnaires I will get this information from other questionnaires which I have created and knowledge in marketing. 21-02-07 In this section I found that I did not know what type of questions to put about promotion, so I looked at other examples of questionnaires and related to my business. WHAT DO I NEED TO DO? (N.B. Write in the future tense e.g. I will need to write a definition of marketing) WHAT INFORMATION DO I NEED? What do you need to find out in order to complete the task? WHERE WILL I GET IT FROM? Name the textbook you use. Name the people who helped you. Name the organisations have you used. Give the address of websites that you use. WHEN WILL I FINISH IT? Put in dates for each task. DID I ACHIEVE IT? WERE THERE ANY PROBLEMS OR CHANGES? ANY OTHER COMMENTS? Explain any difficulties you had in getting information or completing the task by the date you planned. Task 4a) I need to identify the different types of sampling, and write how each way is carried out and the advantages and disadvantages of them. Then explain why sampling in necessary and what type I will use and why. I need to know the different types of sampling, how they are carried out and both the disadvantages and advantages. I will research different types of sampling over the internet www.tardis.ed.ac.uk/~kate/qmcweb/scont.htm 28-02-07 In this section I had forgotten the different types of sampling which I could use. I sorted this by finding the types of sampling on the internet Task 4b) I had to explain who and where I will be getting my questionnaire filled out by I need to know who got my questionnaire filled out by and in what location I should know this because I and friend got the questionnaires filled out 05-03-07 In this section I had difficulties trying to get all of my questionnaires filled out. To resolve this I took a friend to help me get them filled out. Task 4c) I need to explain other ways, which I could have gotten my questionnaire filled out. I needed to know other ways in which I could have distributed my survey and what are there benefits and disadvantages. I will conduct further research on types of sampling. I will ask my aunty who is doing a marketing degree Miss M. Patel 25-3-07 In this section I had forgotten the other methods of conducting my survey, and could not get in contact with my Miss Patel, but then I went to her house and she explained other ways. WHAT DO I NEED TO DO? (N.B. Write in the future tense e.g. I will need to write a definition of marketing) WHAT INFORMATION DO I NEED? What do you need to find out in order to complete the task? WHERE WILL I GET IT FROM? Name the textbook you use. Name the people who helped you. Name the organisations have you used. Give the address of websites that you use. WHEN WILL I FINISH IT? Put in dates for each task. DID I ACHIEVE IT? WERE THERE ANY PROBLEMS OR CHANGES? ANY OTHER COMMENTS? Explain any difficulties you had in getting information or completing the task by the date you planned. Task 4d) I need to identify the difference between primary and secondary research. I need to know what field and desk research is, there advantages and disadvantaged. Then find examples of them. I will get my examples and definition on the internet www.fastlinksolutions.co.uk/typesofm.htm 31-03-07 In this section I did not know examples of secondary research, but then I found it on the search engine Google. Task 5a) I need to identify different ways I can analyse my questionnaires and decide which one I will use I need to know the different ways in which my questionnaires can be analysed and know their advantages and disadvantage I will find out different types of graphs, charts and tables from a spreadsheet software such as Microsoft office excel 07-04-07 In this section I did not the know the advantages and disadvantages of the different types charts, graphs and tables Tack 5b) I need to analyse my questionnaires by tallying on a master questionnaire and then turning them into graphs I need tally up on a master questionnaire and turn them into graphs and charts I will get my data from my primary research, my questionnaires. 13-04-07 In this section I found it difficult to analyse the tables from the questionnaires, but then I was given a method by Mr Goldsmith. WHAT DO I NEED TO DO? (N.B. Write in the future tense e.g. I will need to write a definition of marketing) WHAT INFORMATION DO I NEED? What do you need to find out in order to complete the task?

Implementation Plan for Friar Tucker Galleria Project

Implementation Plan for Friar Tucker Galleria Project Free Online Research Papers To survive in this highly competitive business market, companies have to be alert, constantly on watch and come up with new business plans. Development of a project implementation plan is crucial to the success of any business venture and Friar Tucker International (FTI) is no exception. Companies not only have to be selective in the projects they acquire but they have to ensure the projects are in line with the strategic plans of the company. Since no strategy is perfect and without risk, companies need to be aware of risks and constantly on watch. The ability to manage risks allows companies to remain competitive, retain and acquire new customers. Outlining the requirements prior to starting a project can eliminate confusion. Ensuring that time, resources, and issues are all taken into account, planned for, and addressed is a significant part of making sure that the project will meet the measurement of success. Friar Tucker International (FTI) is a growing company in the hospitality business whose core business revolves around fine cuisine and entertainment. Over the years Friar Tucker has entered into agreements to manage several fine food restaurants, sports bars, hotel chains and other family and corporate entertainment establishments. As the business has increased the number of projects that have come to the doors of Friar Tucker has increased significantly. Therefore, the company needed to have a strategy in order to decide which projects the company should accept and which one’s the company should let go. In order to achieve that the Chief Executive Officer of Friar Tucker, Ricardo Bellini formed a Project Selection Committee consisting of several upper management members and a consultant. These members were assigned to research all the potential projects and align them with overall strategy and experiences of Friar Tucker. This paper covers Friar Tucker’s current organizational strategy, the unique implementation plan developed for completing the Galleria project, the implementation planning process at FTI, and conclusion. Friar Tucker’s Strategy FTI is hospitality services chain with1200 employees, who live the vision of being among the top 10 providers in their industry by offering innovative marketing and superior service levels (Anonymous, 2008). FTI also has a secondary vision to attract more visitors and customers through their food and entertainment establishments and to ensure an enjoyable family experience. FTI wants to establish their presence in the entertainment hospitality segment, consolidate their presence in the cuisine business by expanding into specialty cuisine establishments, and to expand into the corporate entertainment segment. The Galleria project fits into these key focus areas while strengthening the corporate primary and secondary visions. Although not ideal, Friar Tucker will have to outsource most of the operations to a construction vendor on its Galleria project since FTI does not currently possess the experience needed to handle such projects. Further, this new project will enhance the brand image of FTI. The Galleria project will enable FTI to drive growth and thus coincide with its vision of becoming a top 10 hospitality services provider. What makes this project even more lucrative and attractive at this time is that it will produce multiple revenue streams because of the diverse scope of the project. No strategy is perfect and without risk. However, with Friar Tucker being in the hospitality industry without any major competitors, the risk of building Galleria with Atoll Solutions is minor. In order to minimize risk, Atoll Solutions has created an implementation plan and presented the plan to Fr iar Tucker. The Galleria project strategically aligns itself with the core values, visions and focus areas that FTI has developed. The Galleria is a proposed entertainment center that houses a multiple screen theater, indoor gaming, restaurant, two bistro cafà ©s and a shopping mall that offers several thousand square feet of retail space. This enterprise is expected to attract a variety of customers considering it is designed to be a complete entertainment center. Since the Galleria is a new project, it is expected to build new core competencies that will allow FTI to achieve their vision of becoming one of the top ten hospitality providers in the industry. The Galleria will also establish a presence into the corporate entertainment segment and strengthen their presence in the entertainment segment (Anonymous, 2008). Friar Tucker also hopes to strengthen their brand image through the projects they implement. The Galleria project has the potential to impact the vision and objectives of Friar Tucker International. Each person associated with the implementation of this project must successfully complete their tasks on time to avoid delays or failure of the project. The project team also needs to identify any shortfalls, risk factors and consequences associated with the Galleria project. Based on the selection process, Friar Tucker International made a decision to invest in the Galleria project to gain entry into the entertainment and hospitality market where it considered it to be the next strategic stronghold for the company. The Galleria project demonstrated a more favorable outcome. Unique Implementation Plan for Completing the Galleria Project The thoughts and ideas for the Galleria Project are humongous, and if accomplished successfully will put Friar Tucker International at the forefront of the hospitality service industry (Anonymous, 2008). There are many deliverables planned for Project Galleria, as well as timelines and those ultimately responsible for the deliverable. The implementation plan for the Galleria project will begin with selection of the specific design and construction process for the facility. Together with Friar Tucker’s Project Selection Committee, Atoll Solutions’ design team will create a concept that suits the diverse needs of a hospitality services provider while attempting to appeal to a broad customer base. The project team, at this point, becomes accountable for the successful completion of the Galleria project. The first order of business for the project team is to develop an estimate for the project time and cost. The project team must understand the importance of the project ti me and cost estimate. â€Å"Cost, time, and budget estimates are the lifeline for control; they serve as the standard for comparison of actual and plan throughout the life of the project† (Gray Larson, 2006). Atoll Solutions has presented an impeccable implementation plan. The plan includes an entertainment hub, indoor gaming facilities, a restaurant, cafes and a shopping mall called the Galleria to be completed within one year of the projects start date. The actual building will be created within one year as well as the amenities. Atoll Solutions will present Friar Tucker with several different designs for Galleria. The Galleria Project is a new opportunity for Friar Tucker International to expand in new area, strengthen their presence in the market and attract new kind of customers. The rationale should extend beyond meeting any requirements; rather, the motivation should come from an intimate awareness of the near- and long-term outcomes derived by the project. The uniqueness of this plan will require an implementation of a Work Breakdown Structure (WBS) which will define all the elements of the project in a hierarchical framework and establishes their relationships to the project en d item (Gray Larson, 2006, P. 106). This will also define the communication channels and assist in understanding and coordinating many parts of the project (Gray Larson, 2006, P. 107). On the other hand as a company, Friar Tucker International needs to take into consideration the types of project constrains such as technical, physical and resources constrain that will affect the project (Gray Larson, 2006, P.242). This will simultaneously run side by side with the implementation of the WBS, and paint a perfect picture of how the project will run and be monitored. After the design has been finalized, Alan Tanaka, FTI Business Development Manager, and the Atoll Solutions Project Supervisor will work together to construct a project network and a time-phased budget. The project network and a time-phased budget are needed to control schedule and costs as the project is being implemented (Gray Lawson, 2006). Together they must take into account necessary actions, tasks, financial issues and success factors when developing the implementation plan. The planning horizon and project duration play a major factor estimate due to the uncertainty of future events. â€Å"The people factor can also introduce errors in estimating times and cost. For example, accuracy of estimates depends on the skills of the people making the estimates† (GrayLarson, 2006). Gray and Larson (2005) states that â€Å"Project estimating is a complex process†. The quality of time and cost estimates can be improved when these variables are considered in making the estimates and that managers recognize time, cost, and resource estimates must be accurate if project planning, scheduling, and controlling are to be effective.† FTI’s project team must decide which estimating method will best provide an accurate time and cost forecast for the Galleria project. Breaking down the budget into time-phases and further breaking down the time-phased budget into specific costs, allow FTI’s project manager to effectively control the costs associated with the project. Managing the costs of the project and delivering the project on time are two of the CEO’s highest measurable for project success. The project team must have an accurate project budget developed before moving onto resource scheduling. These â€Å"pre-implementation† processes are a necessity before beginning the actual work on the project. These processes will allow the Galleria project team to map a guide that will lead them into the implementation process and to the eventual conclusion of a successful project. Implementation Planning Process The critical success values include keeping the investment under the allotted budget, breaking even at the earliest, multiple revenue streams, develops new competencies, strengthens the corporate brand image and attracting new customers. These values have been determined to instrumental in the success of a project. Project selection is just part of the process that FTI has developed to strengthen their project management system. Vendor selection has also become a structured process to ensure the right vendor is chosen for the project. Ricardo has changed the seemingly random nature that projects had previously been selected by establishing a Project Selection Committee (PSC), (Anonymous, 2008). Their purpose is to identify the type of projects the company should consider. Additionally, they will play a pivotal role in the implementation plan of the Galleria project. Timely completion is important because the sooner the project is finished, the sooner it can begin generating revenue. Subcontracting will form a significant portion of the cost for the total project so the Project Selection Committee has weighed several factors that have led them to choose Atoll Solutions as its contractor. FTI has not worked with Atoll Solutions on projects in the past but they do have a good reputation, their costs are reasonable, and they are known for quick turnaround times all which should serve to mitigate Friar Tucker’s risk in the project and has led to their selection. The Friar Tucker International-Atoll Solutions partnership should prove to if adheres to the implementation plan that has been established through budget and time controls and risk mitigation. The CEO developed a vendor selection matrix that provides the project selection committee with a valuable resource to select the vendor that will provide the best service to the project. The values include meeting the proposed time line, coming in at or under cost, experience, financial stability, process maturity, quality of resources and their track record with FTI. The higher the score that the vendor receives, the more likely the vendor is to provide services that are in alignment with the scope and values of the project. Implementation planning ensures that the detailed planning, resources, and performance expectations are aligned to support the achievement of the company. The building of Galleria involves more than just drafts and designs. A planning process must exist and all involved in the process must understand their role. Each responsible party must know when and what action to take when necessary, which is why Atoll Solutions picked a unique implementation team. The ch osen team is dedicated only to work with Friar Tucker and ensuring quality and customer satisfaction. If Friar Tucker is not pleased with one activity, the team is responsible for correcting the activity and making sure Friar Tucker is pleased with the results. Atoll Solutions has agreed not to make any major decisions without speaking to Friar Tucker. Even though Friar Tucker has a contingency fund in place, the ideal project would not touch the contingency fund. Atoll Solutions do not want to make any waves. Atoll has issued a sample implementation plan to Friar Tucker when the company asked for bids. The implementation plan identified those responsible for doing the assigned activity, estimated costs, and issues relating to permits. Atoll used a unique strategy by researching companies Friar Tucker have used in the past. The company was looking for any risks or issues Friar Tucker experienced with other contractors. After gathering the list, Atoll decided to present Friar Tucker with a solution. Conclusion FTI is poised to enhance its position in the hospitality services industry with its Galleria project which has a proposed commitment completion date of 12 months at a cost of $1.85 million. With a mission â€Å"to attract more visitors and customers through food and entertainment industries, and provide a great family experience† (Anonymous, 2008) the project also promises to boost Friar Tucker into the top 10 hospitality services providers within just a few short years. Moreover, this project is aligned with the organization’s overall strategy because it maps well with FTI’s focus on the entertainment hospitality segment and makes the logical choice of projects to pursue at this time. The dynamic hospitality services environment creates many unique challenges for many companies just as it does for Friar Tucker. There are a number of factors that can vary widely including managed work environments, employee knowledge and skills, customer expectations, technology, business standards, and competition. The key factors to implementing a successful project plan is to plan early, re-evaluate often, and to keep the lines of communication open among company leadership, project vendors and suppliers, and project workers. A detailed implementation plan will emphasize the need for control, involvement of people, research, constant reporting, occasion auditing, and will be supported throughout by management until it is implemented satisfactorily. Friar Tucker has been successful implementing project in the past. The CEO has decided that in order to continue the growth of FTI, the projects Friar Tucker decides to pursue must completely align with the strategic objectives of the company. This led to the creation of a project selection committee and the development of the project and vendor selection matrices. In conclusion, Friar Tucker International will implement and construct the Galleria Project successfully using the tools available to them. This will make them strategizing for success and planning a series of tactical moves to direct the company to their ultimate goal. The attention given to a project network, implementing the WBS and the components of a risk management process, will increasingly be fundamental and help Friar Tucker International to manage the risk and control the project which will result in a successful implementation and greater outcomes. Friar Trucker needs to concentrate on delivery of their business strategy, â€Å"How do you close the gap between business strategy and results? It’s about delivery, and the assurance that you can deliver† (Project Management Institute, 2004 p. 391). The ability of any organization to survive and evolve rests in its ability to adapt, change and deliver what the customer wants or needs ‘Now’. â€Å"In the modern evolving organization, project managers will be focused on business aspects, and their role will expand from getting the job done to achieving the business results and winning in the market place† (Gray Larson, 2006, p. 22). A key activity is ensuring that the portfolio strategy is always aligned with corporate and business strategy, â€Å"Corporate Strategy is created as means of considering and articulating how an organization’s corporate goals and objectives will be pursued and achieved† (Morris Jamieson, 2004, p. 1). References Anonymous. (2008). Selecting and Initiating Projects Simulation. Retrieved February 26, 2008, from http://ecampus.phoenix.edu.secure/resource/resource.asp. Gray, C., Larson, E. (2006). Project Management: The Managerial Process. The McGraw-Hill Companies. Retrieved February 26, 2008, from University of Phoenix, eBook Collection Morris, P., Jamieson, A. (2004). Translating Corporate Strategy Into Project Strategy. Newtown Square, Pennsylvania: Project Managment Institute, Inc. Project Management Institute (2004). A guide to the Project Management Body of Knowledge (3rd ed.). Newtown Square, Pennsylvania: Project Management Institute, Inc. Table 1 Optimal Solution Implementation Plan Action Item Deliverable Timeline Who is Responsible Develop specific design and construction process 15 days PSC Committee Select major project oversight manager/contractor administrator 15 days Ricardo Bellini, CEO Project network/time-phased budget 30 days Tanaka/AS Project Supervisor Review and approval of project deliverables and costs 40 days PSC Committee Implement project management plan 60 days AS Contractor Team assigned to Galleria Project Monthly progress reports to Project Selection Committee First week of every month AS Project Supervisor Project turnover/acceptance 1 year Ricardo Bellini, Dennis McGee, Alan Tanaka Research Papers on Implementation Plan for Friar Tucker Galleria ProjectThe Project Managment Office SystemAnalysis of Ebay Expanding into AsiaMarketing of Lifeboy Soap A Unilever ProductOpen Architechture a white paperIncorporating Risk and Uncertainty Factor in CapitalPETSTEL analysis of IndiaResearch Process Part OneRiordan Manufacturing Production PlanMoral and Ethical Issues in Hiring New EmployeesInfluences of Socio-Economic Status of Married Males

Nature Essay Example | Topics and Well Written Essays - 750 words - 1

Nature - Essay Example On the contrary, natural food products are not defined by any criteria or federal laws. Moreover, they are not defined by federal or legal supervision. Consequently, food products that are labelled as natural are composed of less chemical additives and preservatives compared to other processed foods. To this end, examples of natural food products include eggs, nuts, fruits, dairy products, vegetables, beans, apples, green tea among many more. Green tea is classified as a natural food product because it undergoes minimal processing stages. Furthermore, it contains the most natural antioxidant polyphenols. The most evident polyphenols are epigallocatechin-3-gallate (EGCG) (The George Mateljan Foundation). Moreover, as a natural food product, it is consistent with an array of ingredients that can consequently be traced back to nature. Evidently, green tea is a herbal extract from green tea leaves also known by the scientific name as Camellia Sinensis. The Camellia Simensis tree contains distinct flower and herbal infusions known as tisanes. The tree can grow naturally in the wild and reach heights of up to 30 feet. However, on tree plantations it is maintained as a shrub with heights of about 3 feet through constant pruning. Evidently, the green tea leaves achieve more flavour in the event that they are grown at higher altitudes. The green tea plants produce rich foliage, a berry and, a flower similar to camellia. In terms of harvest, only the youngest and smallest tea leaves are picked for tea. Moreover, when engaging in discussion pertaining to the green tea ingredients, it is more in recognition to the nutritional value. Consequently, the ingredients of green tea mainly refer to the natural nutrients present within it. Evidently, polyphenols or catechins are nutritional ingredients in green tea (The George Mateljan Foundation). Polyphenols are vital antioxidant ingredients. Moreover, they are naturally occurring ingredients found within the green tea leaves. Mo reover, polyphenols are equally present in vegetables and fruits that grow naturally. The polyphenols are credited with protecting the body from free radical damage. In particular, the polyphenols present in green tea is known as quercetin that is also present in citrus fruits. To this end, the quercetin polyphenols is known to relieve people from asthma and allergies. Green tea also contains other ingredients such as caffeine, theophylline, flavonols or tannin,copper, essential oils, nickel, vitamin C, carotene, vitamins B1, A, B12, P and K, iron, calcium, magnesium, saponins, strontium, zinc, theobromine, wax and fat. Interestingly enough, the quantitative contents of the ingredients depend on cultivation area of the leaves. To this end, the contents are influenced by the climatic region and altitude of the cultivation area. Furthermore, the quantitative contents are equally influenced by the growth stage of the green tea leaves. . In terms of processing, the harvested tea leaves are briefly steamed. Thus making them soft, pliable, and protected them from color change or fermentation. The steaming process is soon followed by rolling the leaves out and spreading them out for drying with a pan fried in a wok or hot air. This process continues until the leaves are crisp and greenish-yellow tea colour is produced. The resulting flavour is very