Chatime是澳大利亚的一家台湾茶叶连锁店，当地的特许经营商Charley Zhao希望将其打造成为连锁店的星巴克。他目前正瞄准澳大利亚的亚洲人口，把Chatime定位为一个利基细分市场。这个观点可以被看作是赵想要出现的一个亚洲的鸽子洞。他想把加盟商定位为主流澳大利亚人的主要连锁店。但是，从亚洲客户群转向主流澳大利亚人并不容易。 Chatime应重新定位，以迎合澳大利亚主流人口的文化，需求，需求和偏好。需要通过充分的市场调研来帮助做出关键决策，从而实现彻底的SMART计划流程。规划过程就是弥补当前情况和Chaitime应该定位在茶店连锁星巴克之间的差距。
The Chatime is a Taiwanese tea shop chain in Australia, which the local master franchisor Charlley Zhao wants to make it the Starbucks of tea shop chains. He is currently targeting the Asian population of Australia and positioning the Chatime as a niche segment player. This view can be seen as an Asian pigeonhole from which Zhao wants to emerge. He wants to position the franchisee as a staple tea shop chain for the mainstream Australians. But switching from the Asian customer base to the mainstream Australians is not easy. The Chatime should be repositioned so that it caters to the culture, needs, wants and preferences of the broad demographics of the mainstream Australians. A thorough and SMART planning process is required that is helped by adequate market research in helping to take critical decisions. The planning process is way to meeting gaps between the current scenario and where Chaitime should be positioned in order to be the Starbucks of tea shop chains.
The aim of the Chatime franchisee is to become popular chain of tea bars, much like what Starbucks is to the coffee shop chains. However, the experts of marketing and franchising opine that a fair distance still needs to be traversed to make Chatime to fit into the mainstream market of Australia. The research is needed as what adjustments are required to enable Chatime fitting into the mainstream market (Brandon, 2004). Currently, Chatime is targeting Asian Australian market that is predominated by the Chinese population. The localities, where the Chatime shops are opened are dominated by the Asian population.
Zhao aims for the mainstream market and thinks the mainstream population of Australia will embrace the tea brand. However, his franchisees are skeptical regarding his claims. The market research needs to be carried out to gauge the mainstream consumer preferences related to the product range Chatime offers (Malhotra, Peterson, & Kleiser, 1999).