A MARKETING PLAN ON ESTABLISHING CASA MILKTEA IN

GENERAL SANTOS CITY

PRESENTED TO THE FACULTY OF SENIOR HIGH SCHOOL GRADE

11 - ABM

GENERAL SANTOS CITY NATIONAL SECONDARY SCHOOL

OF ARTS AND TRADES

GENERAL SANTOS CITY

A FINAL PAPER REQUIREMENT FOR

PRINCIPLES OF MARKETING

BY:

VERMUG, MICA V.

DE ASIS, GHEA A.

March 22
 CHAPTER I

Introduction

This chapter discusses the background of the study, rationale of the study,
objectives of the study, scope and delimitation of the study, the research design,
respondents, locale of the study, data gathering procedure, the definition of terms
used in the study and the significance of the study.
1.1 Background of the Study

"Milk tea refers to several forms of beverages found in many cultures, consisting of
some combination of tea and milk. In the Philippines, milk tea has become a popular
and trending drink, particularly among the younger demographics, due to its unique
and refreshing taste. Casa Milktea recognizes the importance of catering to essential
needs within the community. With the rising concerns over malnutrition and stress,
Casa Milktea aims to address these issues by providing a beverage option rich in
essential nutrients and antioxidants. The demand for milk tea has experienced
significant growth over the past few years, reflecting changing consumer preferences
and lifestyle trends. The demand for Casa Milk Tea in General Santos City is driven
by its diverse flavors, trendy appeal, convenience, health-conscious options, and
cultural influences. Buyers, particularly younger demographics, are drawn to its
customizable offerings, social appeal, and accessibility. Additionally, health-
conscious consumers appreciate its natural ingredients and low-sugar options.

The demand for Casa Milktea in Gensan, Philippines is high, as it has become a
popular choice among locals and visitors. The supply of Casa Milktea may need to
be increased to meet the demand and ensure that customers can easily access the
product. Expanding the number of branches or increasing production capacity could
help in satisfying the growing demand for Casa Milktea in the area. Marketing
strategies could also be implemented to promote the brand and attract more
customers. According to market research data, approximately 89% of the Filipino
population has shown a preference for milk tea, with a notable increase in
consumption observed in cities like General Santos (GenSan). This growing demand
can be attributed to factors such as the rise of social media influence, the
introduction of diverse flavors, and the establishment of trendy milk tea shops.

With the success of milk tea shops in other cities in the Philippines, there is a great
opportunity to establish Casa Milktea in General Santos City. Casa Milktea will offer
a wide variety of milk tea flavors and toppings, catering to the diverse tastes of the
local population. The city's abundance of land and resources, as well as its strategic
location, make it an ideal place to set up a milk tea shop.

The marketing plan for Casa Milktea will focus on creating brand awareness,
attracting customers, and increasing sales. Through strategic marketing tactics such
as social media promotions, partnerships with local businesses and events, and
targeted advertising campaigns, Casa Milktea aims to become a popular destination
for milk tea lovers in General Santos City.

By establishing Casa Milktea in General Santos City, the business will not only cater
to the growing demand for milk tea in the area but also contribute to the local
economy by providing job opportunities and stimulating growth in the food and
beverage industry. With a well-planned marketing strategy and a commitment to
quality and customer satisfaction, and With its focus on providing nutritious and
stress-relieving beverages, Casa Milktea is poised for success in General Santos
City.

1.2 Rationale of the study

Introducing this kind of business in our community to produce essential nutrients

since a lot of individuals suffer from malnutrition and stress. For this reason, it allows
for an increase in demand for milk tea inside or outside of the country. Milk tea is
introduced as a beverage that allows individuals to gain nutrients that they need, and
it also has antioxidants that can help combat oxidative stress and reduce the risk of
chronic diseases that people need the most to release stress, which helps to
increase profit while at the same time helping individuals to gain more nutrients that
they need every single day.

1.3 Objectives of the Study

The objective of the study is to test the feasibility, viability and profitability of Casa
Milk Tea in the market of General Santos City. Specifically, the study aims to answer
the following aspects:
a. Marketing- this is to determine the potential market, opportunities and threats
and to identify the factors from external environment and how it would affect
the business itself.
b. Technical- to provide an overview of the overall operations including the
machineries needed in manufacturing as well as the sources of raw materials,
labor and utilities.
c. Management- to determine the most appropriate and effective type of
organizational structure to achieve organizational goals.
d. Financial- to assess the resources required with detailed estimated total cost
and benefits.
e. Socio-economic- to figure the social and economic effect of the proposed
venture and how it would contribute to community and nation as a whole.
1.4. Scope and delimitation

Fundamentally, Casa Milk Tea is focused on marketing, technical, management,

financial, and socio-economic aspects. The research will be explored to determine
the possible opportunity that Casa Milk Tea will gain here in General Santos City.

The study is only limited to the establishment of Casa Milk Tea in General Santos
City, it is limited to a specific time frame of analysis, focusing on the efficient
allocation of resources and the sustainability and profitability of the business. The
study will specifically address the needs of the defined population in General Santos
City, and the staff members of Casa Milk Tea will serve as the primary respondents
for inquiries related to the shop's operations.