COLLEGE OF HOSPITALITY MANAGEMENT

CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

KS Eat and Drinks

"Milk tea and Snack bar"

An Output for the Subject

Marketing in Tourism and Hospitality Industry

Bachelor of Science in Hospitality Management

Third Year – Section B

First Semester
SY 2023-2024

Name of Students

Artillero, Lira Jane G.

Arellano Jane A.
Corpuz, Kristine Kyle C.
Valle, Kristine Joy V.
Racadio, Igene Mae L.
Flores, Jamaica D.

October 2023

1|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Table of Contents

Cover Page ………………………………………………………………………………………….1

Table of Contents …………………………………………………………………………………..2

Executive Summary ……………………………………………………………………………….3

Description of the Business ………………………………………………………………………4

Findings and Analysis …………………………………………………………………………….5

Proposed Intervention …………………………………………………………………………….6

Recommendation …………………………………………………………………………………7

Conclusion ………………………………………………………………………………………….8

Appendices …………………………………………………………………………………………9

References …………………………………………………………………………………………10

2|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Executive Summary

Financial Constraints: Initial hurdles included securing funds for startup costs, indicative of the
commitment to transforming a passion into a thriving business.

Limited Experience: Navigating the complexities of the food and beverage industry posed a
challenge, underscoring the learning curve associated with launching and managing such an
establishment.

Negative Review Management:

Addressing negative reviews is approached with a commitment to exceptional customer service,
ensuring swift and effective resolution to meet customer needs. This customer-centric strategy
aims not only to rectify concerns but also to cultivate a positive and loyal customer base.

"KS Eat and Drink Milk Tea and Snack Bar" combines a personal touch with a commitment to
quality, overcoming initial challenges through dedication and a focus on customer satisfaction.

3|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Description of the Business

"KS Eat and Drink Milk Tea and Snack Bar" is a business establishment that specializes in
offering a variety of milk tea beverages and snacks to its customers. Milk tea is a popular drink
made by combining tea with milk, often sweetened and flavored. It originated in countries like
Taiwan and has gained popularity worldwide. The milk tea options at this establishment may
include various flavors such as classic, taro, matcha, or fruit-infused varieties.

In addition to milk tea, the snack bar also offers a selection of snacks. Snacks are typically
small, light food items that are consumed between meals or as accompaniments to beverages.
Examples of snacks could include finger foods like french fries, mozzarella sticks, or chicken
wings, as well as pastries, sandwiches, or desserts.

Customers visiting "KS Eat and Drink Milk Tea and Snack Bar" can expect to find a cozy and
casual atmosphere where they can enjoy their milk tea and snacks. The specific menu, pricing,
and ambiance of the establishment may vary based on location, so it's always best to check
with the specific bar for more detailed information.

4|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Findings and Analysis

Location and Ownership: KS Eat and Drink Milk Tea and Snack Bar is located on 045 San
Vicente Road Bulala, Camalaniugan Cagayan. Bulala Junction near Palawan Pawnshop
currently managed by Ms. Suzette Ugalino. In our marketing analysis of KS Eat and Drink Milk
Tea and Snack Bar, we delved into the entrepreneurial journey of the business owner.

• What inspired you to open your business?

• What were the biggest challenges you faced when getting started?
• How do you handle negative reviews?

• Family, passion and food is one of the basic necessities of life and she loves sharing her
favorites: the driving forces behind the establishment of KS Eat and Drink were rooted in familial
ties and a deep-seated passion for food. The interviewee shared that the business was inspired
by a familial connection and a profound love for sharing favorite food items, recognizing the
importance of culinary delights as basic necessities of life.

• Fund and Experience: to understand the initial hurdles faced by KS Eat and Drink, we explored
the challenges encountered during the establishment phase. The proprietor highlighted two
major obstacles – financial constraints and a lack of prior experience in the industry. These
hurdles shed light on the resilience and determination required to overcome initial barriers and
build a successful venture.

• Good customer service and satisfy customer needs: additionally, we investigated the owner's
approach to handling negative reviews, an inevitable aspect of any business. The emphasis
was placed on the significance of good customer service and a commitment to satisfying
customers' needs. This aspect reflects the owner's dedication to maintaining a positive brand
image and ensuring customer satisfaction, even in the face of challenges.

The insights gathered from this interview provide a comprehensive view of the inspirations,
challenges, and customer-centric strategies that shape the marketing landscape of KS Eat and
Drink Milk Tea and Snack Bars.

5|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Proposed Intervention

Loyalty Programs: Implement a loyalty program to reward customers for their repeat business.
Offer incentives such as discounts, freebies, or exclusive access to new tea flavors or limited
edition products. This encourages customer loyalty and repeat visits.
- Collaborations: Partner with local artists, musicians, or other businesses to create collaborative
events. For example, you could host an art exhibition featuring local artists' work or invite local
musicians to perform live music in your bar. This not only brings in new customers but also
supports the local community.
- Social Media Campaigns: Utilize social media platforms to create engaging content and run
campaigns. Encourage customers to share their experiences using branded hashtags, host
contests, or offer social media-exclusive discounts. This helps to increase brand visibility and
reach a wider audience.
- Outdoor Seating: If feasible, consider creating an outdoor seating area where customers can
enjoy their tea or drinks in a relaxed and inviting atmosphere. This can attract passersby and
provide a unique experience for your customers.
- Customization Options: Offer customization options for teas or beverages, allowing customers
to personalize their orders. This could include choosing flavors, sweetness levels, or adding
toppings. Customization adds a personal touch and makes customers feel more involved in the
process.

6|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Recommendation
- Build a strong brand identity: Create a solid brand identity that sets you apart from the
competition. Focus on developing a logo, name, and overall brand image that resonates with
your target audience.
- Create a strong business plan: A strong business plan is essential for success. It helps you
define your goals, strategies, and financial projections. Make sure to have a clear idea of how
you want to make money and what your long-term goals are.
- Content marketing: Utilize content marketing to attract and retain your target audience. Create
valuable and consistent content, such as YouTube videos, customer reviews, and product
launch videos, to build brand exposure and trust.
- Relationship marketing: Build strong relationships with your customers through personalized
interactions and excellent customer service. Focus on brand authenticity, customer loyalty
programs, and maintaining a positive reputation.
- Sales strategies: Implement various sales strategies, such as direct sales, competitor analysis,
mobile marketing, and promoted listings, to generate leads and increase sales.
- Email marketing: Utilize email marketing to promote your products or services, share
company updates, and offer exclusive promotions to your subscribers.
- Offer promotional deals: Create attractive promotional deals, such as discounts on specific
days or "buy one, get one free" offers, to attract more customers and incentivize repeat visits.
- Collaborate with local businesses: Form partnerships with local businesses that complement
your tea shop or bar. This collaboration can help increase exposure and reach a larger
audience.
• It's important to tailor your marketing strategies to your specific target audience and business
goals.

7|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Conclusion

The marketing analysis of KS Eat and Drink Milk Tea and Snack Bar provides a holistic view of
the business, encompassing its entrepreneurial journey, challenges faced, and customer-centric
strategies. The establishment, rooted in familial ties and a passion for food, overcame initial
obstacles of financial constraints and limited industry experience, demonstrating resilience and
dedication. The emphasis on exceptional customer service to address negative reviews reflects
a commitment to maintaining a positive brand image.

The proposed interventions, including loyalty programs, collaborations, social media campaigns,
outdoor seating, and customization options, present actionable strategies to enhance customer
engagement and attract a broader audience. Additionally, the recommendations to build a
strong brand identity, create a robust business plan, employ content and relationship marketing,
implement diverse sales strategies, leverage email marketing, offer promotional deals, and
collaborate with local businesses contribute to a comprehensive approach for business growth

8|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

Appendices

Appendix A: Finding - Inspirations for Business Opening

The decision to open the business was primarily inspired by two key factors:

1. Family: The desire to create a legacy and provide a secure future for the family played a
pivotal role in the decision to start the business.
2. Passion for Food: Recognizing food as a fundamental necessity, the love for sharing favorite
dishes became a driving force in establishing the business.
Appendix B: Finding - Initial Challenges

The initiation phase brought forth significant challenges, notably:

1. Financial Constraints: Securing funds for startup costs and initial operations posed a
substantial hurdle.
2. Limited Experience: Navigating the business landscape was challenging due to a lack of prior
experience, requiring a steep learning curve.
Appendix C: Analysis - Handling Negative Reviews

Effectively managing negative reviews involves:

1. Prioritizing Customer Service: A commitment to exemplary customer service ensures prompt

responses and resolution to concerns, fostering positive relationships.
2. Customer Satisfaction Focus: Addressing customer needs and concerns proactively
contributes to overall satisfaction, minimizing the impact of negative reviews on the business's
reputation.

9|Page
 COLLEGE OF HOSPITALITY MANAGEMENT
CAGAYAN STATE UNIVERSITY - APARRI CAMPUS

References:

KS Eat & Drink Milk Tea and Snack Bar Facebook Page
https://www.facebook.com/KSmilkteaNsnacks?mibextid=ZbWKwL

"The Power of Brand Engagement on Facebook: Brand Love and Word of Mouth" by Marjolein
Moorman and Peter Neijens (International Journal of Advertising).
"Social Media Marketing: A Strategic Approach" by Melissa Barker, Donald I. Barker, Nicholas
F. Bormann, and Krista E. Neher.
"The Influence of Atmospherics in the Café Setting" by Marietta S. Taylor and Marla B. Royne
(Journal of Business Research).
"Consumer Customization in a Retail Environment: The Effects of Customization on Emotion
and Approach-Avoidance Conflict" by Jeffrey J. Inman and Leigh McAlister (Journal of
Retailing).
"Service customization in the hospitality industry: An empirical study of food and beverage
services" by G. Bredahl Mogensen and H.G. Barkema (International Journal of Hospitality
Management).
"The Impact of Customer Participation in Co-Creation: Customer-Generated Content and
Involvement in Online Social Network" by Yuchi Zhang and Pei Xu (Management Decision).
"Collaborative Promotion and Its Impact on Retail Sales" by Abhijit Biswas and Vishal Lala
(Journal of Marketing).

10 | P a g e