FLOW OF SITUATIONAL ANALYSIS of MACAO IMPERIAL MILKTEA

*Product brand name

MACAO IMPERIAL MILKTEA

*Product description

Macao Imperial Milktea is undoubtedly one of the most popular milktea around Capiz. Macao
Imperial Milktea’s delicious milk tea blends and distinctive flavors have endeared it to Capizeños milktea
enthusiasts, both young and old.

*Positioning strategy

The only RTD bottled bubble tea available. Funky and eye-catching bottle, functional packaging,
premium priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls,
oversized colored straw), variety of flavors, sweet, refreshing, for hip and young people, healthier
alternative to heavy sugar drinks.

*Packaging

*Target Market

As more people are getting increasingly aware of what they take in and are conscious about
their health, more people are shifting towards healthy drinks and Macao Imperial Milktea is one of
them. This means that there is a huge target market waiting to be grabbed.

This is not a drink that can be limited to just a certain age range, as it can be taken by almost
everyone. Our strategic location has insured that we are favorably close to several of our target markets.
We however conducted a market research that would allow us make informed marketing strategies
when intending to get our share of the target market.

The market research would help us define our target market by demographics and
psychographic. Therefore, we are going to be selling our milktea and its allied products or services to the
following group of people; students, young professional, households, corporate executives, business
people, sports men and women, celebrities and young adults.
*Swot Analysis

STRENGTHS WEAKNESSES
 Fresh, healthy  Many competitors
 Many different flavors  More people in downtown area
 Convenient, fast  High rental
 Cheaper than other café or bubble tea  Not be able to cater to everyone’s dietary
shops or allergy concerns
 DIY services
 Long business hours
 Location
branding OPPORTUNITY THREATS
 Provide bulk packages sale different  Many competitors
flavors solid tea powder  Branding don’t have many loyal
 New product introductions customers
 Brand is attractive to global partners

*Channel of distribution

 Business to Business Sales of Macao Imperial Milktea

 Business to Consumer Sales of Macao Imperial Milktea
 Hypermarkets/ Supermarkets
 Online Retail

*Pricing Strategy

Aims to increase market share in current markets by expanding marketing currently firmed
offerings. These can be done through added advertising efforts, sales, promotion, and an increase in
publicity. One of the most effective promotional or advertising. Social Media Marketing gives businesses
a platform to communicate with current and potential customers.

On the other hand, this strategy’s main goal for the company includes edible products in their menu.
The team believes that Macao Imperial Tea has a great potential to become a food café. The primary
market of Macao Imperial Tea is students in a sense where their shops are located near schools and
universities. Students after classes usually look for a place to study, and Macao Imperial Tea is not the
student’s first choice because they lack food to eat. Thus, adding edible products to the menu means
increased potential customers, which means larger profit.

*Past Promotional Activities-

Customers of Macao Imperial have the power to bargain because there is no low switching cost
for them, also given the fact that a lot of milktea shops right now offer a wide variation of prices. In that
certain case, the number of suppliers given in the industry determines provider power.

The consumer has the power to bargain because many of the milk tea shops in Capiz are now
experimenting and offering a lot of promos that are very popular for the customers. That kind of
strategy gives the company ownership towards the consumers because they can cater to a lot of
customers by doing that kind of promos.