MilkTEAbrary

CHAPTER I
INTRODUCTION
Milk tea along with food halls and
nostalgia are predicted to be one of the
food trends to take the lead in 2019
(Mendiola, 2019). According to Paguio
(2014), the industry of milk tea is not a
dying business trend but rather a likely to
succeed industry to start into. This is the
reason why there are many entrepreneurs
and businessmen are planning or currently
opening a milk tea shop.
 The researchers arrive at the business concept of
a milk tea shop with books after reading the article
of Mendiola and the value-adding element, and
named it as MilkTEAbrary. The business name came
from the words milk tea and library which means a
place which reference materials, such as books, are
kept for use but not for sale. (Merriam Webster,
1828).

The business will be established at Tapuac,

Dagupan City specifically in front of McDonald
Tapuac. Since the location is surrounded by huge
schools namely Mother Goose, Dagupan City
National High School and Lyceum Northwestern
University, the researchers’ target markets are the
residents at Tapuac District and mostly are students .
Statement of the Problem
Generally, this study aims to know if
MilkTEAbrary will be patronized by the
residents of Dagupan City. Specifically, this
study sought to answer the following
questions:

1. What creative methods that MilkTEAbrary

can use to establish its own distinct brand
image?
2. How will MilkTEAbrary maximize its market
share?
3. Is it feasible for the MilkTEAbrary to exist in
the present scenario of the target place?
 To start the business, the researchers need to know
the creative methods which can help the business
stay in the long-run and use this as an advantage
against the competitors. The methods that will going
to be use along with business’ unique characteristic
will also help the organization increase its popularity
among customers and, to perform effectively and
efficiently.

Also it is important for MilkTEAbrary to know if people

will support the business to prevent leaving the
business industry.

The maximizing of market share would help the

business to grow and expand its branches. Also
increasing the market share would benefit both the
society, the consumers and the business itself.
 Knowing the viability of the target place
would help the business to achieve its goal. By
knowing if the chosen business would fit to the
workplace would help to examine the sufficient
amount of supply and demand for the effective
business product production.
 MilkTEAbrary is a book café that sells milk tea,
and other beverages. On the other hand, it is the
first book café to build in Dagupan City. It is a
place to dream of as the customers try to escape
the daily pressures of life. It is a package of
comfortable place to meet with colleagues,
indulge a sip of milk tea, a bite of pastry and to
read a book. MilkTEAbrary offers the best quality
of milk tea that is complemented with pastries,
along with the different genre of books that the
customers can enjoy. Hence, MilkTEAbrary will
offer a variety of choices to our customers.
 The operating hours of MilkTEAbrary will start
at ten o'clock in the morning until ten o'clock in
the evening (10:00 a.m - 10:00 p.m) during
weekdays and ten o'clock in the morning until
nine o’clock in the evening (10:00 a.m- 9:00pm)
in the evening. Thus, customers can enjoy both
the aroma of the milk tea and knowledge given
by the books day and night.
 SWOT
Analysis
 Strengths

• Accessible
One of the factor that customers are looking for in
patronizing a business is the accessibility of it.
MilkTEAbrary’s location is easily accessible to all
customers as which it is located along the main road

• Uniqueness
MilkTEAbrary is the first milk tea shop which has
open library. This will give a competitive advantage
to MilkTEAbrary from other competitors especially
students have research or feasibility subject which
require to have a reference from book, magazines
and dictionaries.
 Strengths

• Relaxing
MilkTEAbrary has many ways to make the
customers relax. One is through the
atmosphere, MilkTEAbrary has beige and
white color which can help the customers
feel calm. Another is listening to acoustic
music. Lastly is the brightness of the place
which is average light.
 Weaknesses

• Overload capacity
Due to many customers, overloaded crowd
sometimes occur in the store and due to lack of
seating capacity will affect the customer's
behavior for waiting.

• No security guard
It will be not safe for the customers and staff
to have no security guard in the store. It should
have a security guard in the store to take in
charge and keep everyone's safety.
 Weaknesses

• New business
People tend to go to the shops that they
are already used to. As MilkTEAbrary is new at
the industry, only few people will try it since
there is no review yet.
Opportunities

• Location
Another factors that customers considering
at picking shop is location. We are firm that
people does not want to consume their time
walking to the shop. The location of
MilkTEAbrary is strategic, it is directly linked to
the highway. Moreover, it is in front of Lyceum
Northwestern University which is the area of
most middle-class to high-class people.
Opportunities

• New Market and Service

As MilkTEAbrary is new at the market and
have a unique way of service, it may attract
not only the people who love milk tea but also
those who are inclined with books.
Considering the books offered at MilkTEAbrary
are not only for entertainment, young
professionals can also be attracted as they are
in need to engage their interest for their
chosen career.
 Opportunities

• Referral Power
The uniqueness of MilkTEAbrary cannot only
fascinate people to make them patronize the
business but also it can make them tell and
refer the business to other people.
Threats
• Season
Philippine has only two season: the wet and
dry season (Hashem, 2017). At the dry season,
MilkTEAbrary can help the customers clench their
thirst and during the wet season, milk tea will not
be marketable. Hence, we can expect a low
income at this season.

• Competition
Nearby competitors such as I Love Milktea are
famous and been selling milk tea for years.
People then go back to their usual coffee shop.
 • Threats

• New technologies
Technology are now being used as a
substitute for books. Some people are not
going to be attracted by the feature of
MilkTEAbrary. Hence, the researchers came
up with the idea of putting up a Wi-Fi
connection
Significance of the Study

This study aspires to give entertainment to

people by having a place to socialize and
leisure while providing them the knowledge a
book has. This place will be where delicious
milk tea and knowledge served.

The following sectors will provide the

significance of the study:
• To the target audience – Young people at the
age of 15 – 24 can benefit from the scenery that
the shops carry with hundreds of books lining the
walls that can give them knowledge and leisure.

• To the business owners – The study will help

prospective business owners looking to improve
their milk tea business. It will serve as a guide to
yield a better result in developing their business.

• To the future researchers – The study will

provide future researchers a guide, reference,
and information on how to establish and adopt
the business in their target place.
• CHAPTER II
REVIEW OF
RELATED
LITERATURE
 Lee and Vega (2014) conducted a study to
determine the factors affecting consumers' buying
behavior on selected milk tea stores towards
obtaining sustainability. According to Lee and Vega,
the consumers consider milk tea as a refreshment to
quench their thirst. They want to have a wider
selection of menu items that are both healthy and
affordable. Based on the results, the researchers
recommend that the management of milk tea outlets
to focus on providing healthy alternative ingredients
and include nutritional facts to inform the consumer
of the contents of their drink. The management
should innovate exceptional tea products that are
affordable and reasonable yet highly quality to
achieve full customer satisfaction and loyalty.
 In many countries across the globe, libraries
are permanent structures in almost every city or
municipality. Libraries have become an essential
component of an educated and literate
population (Public Libraries in Manila, 2013).
According to Tomacruz (2018), a data from the
National Library of the Philippines stated that
there were 1,416 libraries in the Philippines as of
2016. However, a readership survey from
National Book Development Board (NBDB) 2017
revealed that majority of the Filipinos are not
aware of the presence of libraries near their
residence, wherein 1 out of ten people only does
. Moreover, you hardly see libraries in
Barangays. Also, the survey showed that in
cities and municipalities about 41% or 2
out of 5 people were aware of libraries in
their areas. This has resulted to majority of
Filipinos having to purchase or borrow
books from someone. Furthermore, as
stated by Cruz (2019), Libraries are
important because it ensures that Filipinos
have access to books and knowledge.
 CHAPTER III
METHODOLOGY
Type of Research

The researchers will use the descriptive

research design for the quantitative study.The
use of descriptive research design will help the
researchers find answers to the statement of
the problem. Thus, this will be helpful for the
research study as to which this design focuses
on the present condition, with the aid of finding
the latest and most relevant information. Also,
a quantitative approach will be used that aims
to evaluate the perceived level of milk tea
lovers on the establishment of MilkTEAbrary in
Tapuac, Dagupan City.
• Respondents
In this research, there will be a minimum of 50
respondents who will be selected through simple
random sampling to partake in the study
questionnaire. These respondents are the regular
customers of milk tea enterprises and are
knowledgeable enough to answer the problems
stated at the business proposal. The researchers
will distribute survey questionnaires to the
sample respondents near the proposed business
location. Such as Mother Goose Special School
System, Dominican School, Lyceum Northwestern
University, La Salette School, La Marea Academy,
Dagupan City National High School and EDNAS
School
 The researchers will use the Average Weighted
Mean to determine the assessment of the
respondents with regards to their profile.

Procedure
The researchers will conduct a survey to gather
information to make the study stronger. Through the
process, first, the researchers would provide a
consent form to be given to the respondents.
Second, the researchers will distribute the survey
questionnaires which will provide close ended
questions which will answer the statement of the
problem. And lastly, to gather the data from the
answers of the respondents, the researchers will tally
the data collected.
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