1. Executive summary
Bubble tea café will offer an alternative selection of drinking products, and it expects to catch the interest of a regular loyal customer base with its broad variety of bubble tea. 50Lan is a Taiwan company which is concentrate on offering high quality bubble tea to customers. This plan starts with the analysis of marketplace in the United Kingdom, and then move onto the available strategy of which 50Lan accesses Sheffield market by importing bubble tea form Taiwan.
Tea is one of the most popular drinks in the world and the most widely consumed beverage in the United Kingdom. The tea culture has been a tradition since 3,000 years ago, and then ...view middle of the document...
3. Situation Analysis
3.1 Marketing environmental trend analysis
Tea is one of the fastest growing sectors in the market. In the United Kingdom, each person consume averagely 2.5 kilogram tea per year, it has been the largest tea consumption country in the world since the 18th century (BBC News). The world market has shown a trend of sustained growth and consumer interest in the future years as consumption shifts to healthier, trendier and more beneficial products from junk foods and carbonated drinks (Duy et al., 2010).
Bubble tea represents a huge potential in this area: it can be served as cold drinks which attracts young customers who are interested in new tastes and flavors, meanwhile the hot taste will retain the more mature health-conscious customers. In addition, there is no existing food vendor who supply bubble tea and none of the bubble tea shop in Sheffield.
3.2 Company and product review
50Lan Ltd. entirely devoted to bubble tea and aims to offer high quality bubble tea (50Lan), similar to the Starbucks for caffee. The beverage is sealed the top of the cup with plastic cellophane by using a particular machine. This allows the tea to be shaken in the serving cup and makes it spill-free until one is ready to drink it. The cellophane is then pierced with an oversized straw large enough to allow the pearls to pass through.
The cold beverage comes in milk or fruit flavours infused with everything from different fruits, and mixed with a handful of chewy balls made of tapioca starch. These bubbles of boiled potato starch and should be sucked through the oversize straw and chewed while you drink. We want to create an entirely unique drinking experience to consumers, as well as a place to relax.
The Boston Consulting Group Matrix is used to evaluate market growth share, and the appropriate location of this product is determined by the combination of the two variables (Baker and Hart, 2007). Bubble tea should be regarded as Child or Question marks since it is a new launch therefore has relatively low market share in a high growth market. It is expected that it will be able to capture a high market share as the acceptance rate of bubble tea increases
In the bubble tea café, we are mainly offer different flavours of bubble tea, meanwhile some Asian pastries, snacks and food are also available.
3.3 Marketing/Customer analysis
In a market that has become increasingly saturated with beverage chains there is always an opening for something unique and independent from competitors. Bubble tea is no longer a dangerous and risky business venture, but an established and globally successful product that offers a high profit with low production costs. Bubble tea is easy to prepare and therefore operate successfully in bubble tea cafes.
Target customers base are ranging from urban to rural areas, which mainly consists of students and young adults who tend to exhibit following characteristic: active in popular culture,...