i

Miss Tea

Company

Alekhine Fiona C. Ferolin

 CHAPTER 1

Company Overview

Business Description

Miss Tea is a tea and milk tea company that was established on

December 12, 2015 by its founder and owner, Alekhine Fiona Ferolin. The

company was named as it is because Ms. Alekhine has been very fond of

drinking tea ever since. Aside from the said fact, the company's name is also

Miss Tea because it is a wordplay of the word "misty" which may mean foggy

and cozy, also, it can mean sentimental or full of emotions. Thus, an idea was

established in the founder's mind, and that idea is to build and own a tea and milk

tea business which can give its customers a very misty yet comforting feeling in

every cup— just like how someone can feel during a cold misty weather. At

present, the company is continuously growing, and with the initiative and

spearheading of its sole owner, the company continues its mission in satisfying

its customers through its quality products, and aims to standout in the tea and

beverages industry by continually providing a feeling of mist and comfort in very

cup of tea served in their table.

 2

Business Location

Miss Tea Company is located at Mandarin St., Brgy. Gredu, Panabo City, Davao

Del Norte. Near landmarks include the Emcor establishment and the Panabo City

Water District Office. Miss Tea's fresh tea and milk tea business is a must-have

in every community, especially in areas near offices and big establishments

because the people or the workers there are usually worn-out from their jobs. As

a tea and milk tea company, we, Miss Tea, aim to give people a sense of

calmness that we all need and Miss Tea will focus not only in everyone's needs,

but also in their wants and desires! We also want to satisfy our customer's

cravings with our sweet and special milk teas which come in different sizes and

flavors.

Funding Requirements and Sources

The sources of our funding will come from the personal savings of the owner.

The owner will use the bootstrapping method to sustain the business and provide

its needs for a short-term. It may also need to ask aid from its family and friends

when necessary projects, like business expansion or branching out. To secure

funding for a long term of business, Miss Tea is open to the idea of getting

investors for the company. We would like to start with Angel investors in the

future because we think that they will greatly benefit our business. We will get the

ingredients of our products and our equipment from the known suppliers here in

our locality which are Xerna’s Corporation and Popular Household Nym, Inc. and
 3

we would also like to partner with them for the long term of our business. The

costs and expenditures that we will be spending for our business will be the basis

for the pricing of our products.

Table 1.1

Breakdown of operating costs for one (1) year and startup costs

Startup costs:
Business registration ₱5,145
Other legal certification ₱4,200
requirement
Other expenses: ₱5,000
Ingredients
Materials and
equipments
Total ₱14,345
Operating costs:

Rental ₱102,000
Utilities ₱48,900
Raw ₱34,150
materials
Salary ₱198,000
Marketing ₱15,200
activities

Total operating cost ₱398,250

Total capital requirement ₱412,595
 CHAPTER 2

Market Analysis

Market Opportunity/Description

a. Description of market need/opportunity

As a tea and milk tea company, we, Miss Tea, would like to help people gain

health benefits with what they consume. Also, we will not only aim to give

people a sense of calmness with every cup of our tea, but we will also provide

them with comfort through our quality products. In every sip, you can attain a

misty feeling— a sentimental and emotional feeling, which aids our customers

in self-reflecting while they drink. Furthermore, Miss Tea will not only focus on

everyone's needs, but also in their wants and desires! We also want to satisfy

our customer's cravings with our sweet and special milk teas which come in

different sizes and flavors.

b. Anticipated quantity of product/services purchase

According to F&B Report Ph (2019), the average milk tea consumption by

cups of a Filipino individual is five cups per month. If we will analyze and

compare that data to our target market and location, they will most likely
 5

surpass that record by purchasing more than five cups of tea and milk tea per

month per person, since adult workers are fond of teas for health benefits,

and teenagers, mostly belonging in Millennial and Generation Z, go with the

trend of milk tea craze.

Description of target market

a. Demographic Segmentation

We will appeal to people of any gender who would like to purchase our

products. We will also cater any socio-economic status, we will not focus on

the income of people, since our products are very much affordable by

everyone. Instead, we will focus on the age bracket of our potential

customers. We will like to target the market aged 24-38 years old

(Millennials), for our tea beverage, and 8-23 years old (Generation Z) for our

milk tea products, although both of them can be our primary market for both

beverages.

b. Geographic Segmentation

We will be situated in a commercialized place in the urban area near the

malls in Panabo City, Davao Del Norte, Philippines. Since the Philippine

climate is tropical and maritime, people in this country and people near our

shop location purchase cold beverages like milk tea, and tea for refreshment.

c. Psychographic and Behavioristic Segmentation

 6

We will appeal to both people who would like sweet and refreshing products

such as our milk tea products, and people who are health-conscious who

have a healthy lifestyle and beliefs who would like our beneficial tea products.

We will also appeal to people who like to go with the trend, because these

people are most likely tea and milk tea buyers already, and they can help us

in terms of feedback giving and shop recommendation.

Environmental Analysis

a. Political

Dairy King is influenced by some administration guidelines in Davao City.

i. The Labor Code of the Philippines' minimum wage rates depend on the

ordinary working long stretches of eight (8) hours out of every day. Under

the Labor Code, representatives are qualified for wages, additional time

pay, occasion and expense pay, administration charges, SSS, EC, and

Philhealth commitments, administration leaves, and retirement pay.

ii. Consistence to City Ordinance No. 56, series of 1948, otherwise known

as the “Health and Sanitation Ordinance of Davao City” is fundamental to

be receptive to the current health and sanitation government assistance

for the citizens.

b. Economic Factors
 7

The production cost of ingredients is unpredictable because of inflation.

Fluctuation of tea costs in the market influences tea creation in many

nations. This is when the costs fluctuate, farmers may get low installments

than expected and funds are mismanaged by farmers and factories. Thus,

these things influence their assurance to create more tea. The cost of milk

in Philippines has an extra impact. The dairy items have been pegged at

1% throughout the previous 5 years (Public Dairy Authority, 2013; Ang,

2012). This infers that 99% of the neighborhood dairy utilization has been

constantly sourced from abroad.

c. Social Factors

Perspectives towards obesity and diabetes can influence milk tea sales in

the market. An overall observation that full-fat dairy products contributing

to obesity can cause a move away from full-fat choice towards more

advantageous lower-fat options. That is one reason why Miss Tea offers

choices of decision in its products. The shop don't simply sell milk tea, but

it is also selling more advantageous alternatives, for example, variations of

fresh teas which accommodate the needs of individuals who are health-

conscious, and it will really provide various health benefits and satisfaction

to its valued customers.

d. Technological Factors
 8

Miss Tea is in a decent situation to appreciate advantages of the arising

versatile wave. The organization presented internet services and Wi-Fi

abilities in its sources as of now. The internet will be essential to the

buyers and potential buyers of Miss Tea. They would now be able to ride

the web and accomplish work while tasting Miss Tea milk tea and fresh

tea. This is an additional incentive to the brand. It upgrades the general

shopper experience of Miss Tea as a tea and milk tea business in the

locality.

Competitor Analysis

1. Starbucks

a. Strengths

i. Brand dedication among clients - Customers that routinely go to

Starbucks build up a bond with the business that can be hard to

break.

ii. Ambience - Starbucks has made a reliable ambience in each

store. Clients know to anticipate a rich, warm shading plan, elective

music, organic-looking craftsmanship, and baristas in green covers

in each store.
 9

iii. Comfort - Baristas work rapidly and keep long queues moving,

keeping pause times low. They also keep up a picture of top items,

giving clients a trust in how their refreshment will taste.

b. Weaknesses

i. Higher price points - Starbucks charges generally higher costs for

premium refreshments, making them less appealing to certain

shoppers.

ii. Generalized standards for most products - Most Starbucks items

depend on generalized standards for most products, confining

Starbucks from making items one of a kind to each store.

2. Dunkin' Donuts

a. Strengths

i. Solid brand name - Dunkin' Donuts is known worldwide for their

doughnuts, espresso, and their latest product is milk tea. Clients

realize what's in store when entering a Dunkin' Donuts.

ii. A wide assortment of items - Dunkin' Donuts offers a few

alternatives that praise an espresso. In this way, clients realize that

Dunkin' Donuts can offer alternatives.

 10

iii. Effective marketing and advertising strategies - As a global

business, Dunkin' Donuts has a solid advertising group that

supports deals in Dunkin' Donuts on the nearby level.

b. Weaknesses

ii. Unappealing in-store feel - Dunkin' Donuts has built up a

standing of being a handy solution. Studies show that clients

anticipate their request in under five minutes.

iii. Absence of nearby help - Dunkin' Donuts doesn't normally offer

neighborhood pledge drives or nearby network help.

 CHAPTER 3

MARKETING PLAN

Marketing Objectives

Company goal: The goal of Miss Tea is to become a tea and milk tea

company that will dominate the whole country of the Philippines as a

leading tea and milk tea brand.

Company objectives:

1. To obtain a minimum of 200 regular customers for the first year

of operation of Miss Tea within the locality.

2. To achieve first year sales of ₽500,000 to become a more

productive business.

3. To provide new and improved variants of tea and milk tea every

year that will also cater new markets in the industry.

Marketing Mix

a. Product

i. The main products of Miss Tea will be the fresh tea and milk tea

beverages, and our best-seller product will be the Miss Tea

Special. The tea and milk tea products will come in different sizes:
 12

Small (12 oz), Medium (16 oz), and Large (20 oz), and in different

levels of sweetness (0%, 50%, 100%).

ii. For the fresh tea flavors, we will have Black tea which boosts heart

well-being and lowers “bad" cholesterol; Green tea which may

improve the function of the brain and increase burning of fat; Honey

green tea which prevents cell damage and prevents aging; Jasmine

tea which aids in weight loss, protects heart well-being, and

relieves stress.

iii. We will also offer milk teas in flavors such as Classic milk tea, Taro

milk tea, Matcha milk tea, and Bubble milk tea which are great

energy sources, stress reducers, mood enhancers, and have anti-

inflammatory functions— perfect for our Millennial and Generation

Z prospect customers.

iv. We will also have our special milk tea which is the Miss Tea

Special— an imported milk tea topped with a sundae and drizzled

with syrup. Add-ons like tapioca pearls, crushed cookies, and jelly

toppings which enhance the taste and aesthetics of our products

will also be available and require additional fees.

b. Price

The prices of our tea and milk tea products are the same regardless of the

flavors or sugar level. The pricing varies depending on the cup sizes of the

products. For the fresh teas, there are only two available sizes: Small
 13

(₱135.00) and Medium (₱155.00). For the milk teas, there are three available

sizes: Small (₱135.00), Medium (₱155.00), and Large (₱175.00). The Miss

Tea Special is available in size Large (₱175.00) only. There are also add-ons

like jelly, crushed cookies, and tapioca pearls which require additional fees

(₱5.00-₱10.00).

c. Place

Miss Tea Company is located at Mandarin St., Brgy. Gredu, Panabo City,

Davao Del Norte. Near landmarks include the Emcor establishment and the

Panabo City Water District Office. Miss Tea's fresh tea and milk tea business

is a must-have in every community, especially in areas near offices and big

establishments because the people or the workers there are usually worn-out

from their jobs. As a tea and milk tea company, we, Miss Tea, aim to give

people a sense of calmness that we all need. We also want to satisfy our

customer's wants and cravings with our sweet and special milk teas which

come in different sizes and flavors. Miss Tea Shop will be open as early as

6:00 AM to 7:00 PM from Mondays to Fridays to cater more workers near the

area, and 8:00 AM to 8:00 PM for Saturdays and Sundays.

d. Promotion

Our objective is to inform the market that we exist, present our products in a

way that it will be unique, and increase the demand.

i. For the advertising, we will make sure to have our logo developed

in a very appealing way, and our business signage will be created

 14

in a way that is big and visible enough to entice customers and

make our brand name more familiar and noticeable that will attract

customers.

ii. For the print method of advertising, we will be printing various fliers

every month, and we will be giving them out to the people near our

location. Additionally, we will also give out fliers to people during

mall events, festivals, and other crowded events and places.

iii. We will also utilize social media in promoting our products, by

posting it on Facebook, Instagram, and other platforms. We will

also boost our post to reach more audiences by making it be

sponsored by Facebook itself.

iv. We will also offer product discounts every once in three months,

and we will conduct sales promos for every season in a year like

Christmas, Mother's Day, Father's Day, among others.

 15

Table 3.1

Product Product Price Place Promotional plan

name description
Miss Tea Provides various Small Located at Advertisement
Fresh health benefits to ₱135.00 Mandarin St., • Logo
Teas people Brgy. Gredu, development
Flavors include: Medium Panabo City, • Business
• Black ₱155.00 Davao Del signage
• Green Norte.
• Honey Print Media
Green Near • Fliers
• Jasmine landmarks
Miss Tea Enhances and Small include the Social Media
Milk Teas refreshes mood ₱135.00 Emcor • Facebook,
Flavors include: establishment Instagram,
• Classic Medium and Panabo etc.
• Taro ₱155.00 City Water
District Office.
• Matcha Sales Promos and
• Bubble Large Discounts
• Miss Tea ₱175.00 Open from • once in three
6:00 AM-7:00 months
Special -
Jelly, PM (Mondays • Christmas,
a best-seller
imported milk tea crushed to Fridays) Mother's Day,
topped with a cookies, 8:00 AM-8:00 Father's Day,
pearls PM etc.
sundae and
₱5.00- (Saturdays &
drizzled with syrup
10.00 Sundays)