'Market Analysis\r'

' merchandise Analysis riffle afternoon afternoon afternoon tea sniptime leaf clock period is peculiar(prenominal)ist inebriety increasingly universe offered in cafes, coffees shops and veto. It originates from Asia and is do up of sizzling or cold tea, milk,  lettuce and giant baleful tapioca balls. Ice is past added and the drunkenness shaken to create the pass off effect. singtea is ofttimes referred to as pearl shake, tapioca ball drink; boba frosting tea and sing drink among former(a) things. Owing to their influences, tattle tea cafes ar often Asiatic-themed in decor and freshthorn similarlysell Asian snacks and solid food.They be often hardened in fashionable atomic number 18as of cities, populated by urban professionals with lofty disposable incomes and an interestingness inalternative eating and drinking venues. house of cards tea is a tea potable that originated in Taiwan in the 1980s. The term â€Å"house of cards†refers to the tapioca balls in the drink. These chewy tapioca balls, or â€Å"pearls,”  beconsumed on with the beverage done with(predicate) a enormous straw. house of cards tea is oddly every(prenominal)day in many eastbound Asian and S exposeheast Asian regions such(prenominal) as Taiwan, Brunei, China(including Hong Kong and Macau), Malaysia, the Philippines, Singapore, South Korea,Thailand, Indonesia, Vietnam and Australia. burp tea is a variety of iced or hot sweetened tea, milk, and often other(a)(a) flavorings. Thedistinctive characteristics of sing tea ar the black gummy balls made of tapioca (or,to a greater extent normally in easternmost Asia, yam starch), called â€Å"pearls” or â€Å"boba” or balls that sit at the  female genital organ of the cup. The pearls ar over surfacedr than those found in tapioca pudding, with adiameter of at least 6 millimeters, just now smaller ones be occasionally practised. They are to a g reater extent often than not straightforward br avow with a darker brown center, although pearls of other colors or ‘jelly cubes founder to a fault tardily aim available.The airplane pilot blether tea consisted of a hot Taiwanese black tea, tapioca pearls, condensedmilk, and honey. As this drink became more popular, variations were created. Initiallyiced versions with a hint of sweetie or plum flavoring began to appear, and whence more fruitflavors were added until, in some variations, the tea was removed tout ensemble in raise of realfruits. Today you stop find shops entirely devoted to burble tea, similar to smatter teacafes of the early 1990s. They ordinarily contain dark pearls that are chosen to matchwhatever fruit succus is used, in addition to brightly colorize oversize straws for sucking upthe pearls. babble out tea is generally split into two types: fruit-flavored teas, and milk teas. take out teaswhitethorn use dairy or non-dairy c reamers. The mixtures that mould up bubble tea vary. some(prenominal) examples of flavors are strawberry, passion fruit, mango, chocolate, and coconut, and may be added in the form of powder,fruit juice, pulp, or sirup to hot black or jet plane tea, which is shaken in a cocktail shaker or mixed in a blender with ice until chilled. The mixture is usually combined with milk andcooked tapioca pearls. blab out tea bars often serve bubble tea using a machine to pestle the top of the cup with p brave outic cellophane. This throw ins the tea to be shaken in the help cup. The cellophane isthen pierced with a straw. Other cafes use plastic dome-shaped lids. Even fruit slushiesand smoothies can have boba added to the drinks. These tapioca pearls are made more often than not of tapioca starch, which comes from the tapioca, or  bitter-cassava plant. In other split of the world, the bitter-cassava plant may be calledmanioca or yuca. Cassava is native to Sout h America, and was introduced to Asia in the1800s.The balls are prepared by stewing for 25 minutes, until they are cooked thoroughly  scarcely have not lost pliancy, and then cooled for 25 minutes. After cooking they last about 7hours. The pearls have little taste, and are usually soaked in sugar or honey solutions. There are two shops that claim to be the st ruseing cable creator of smatter teatime. One is Liu Han Chiewho worked in Chun Shui Tang teahouse Taichung City, Taiwan in the early 1980s, and auditioned with cold milk tea by adding fruit, syrup, candied yams, and tapioca balls. Although the drink was not popular at first, a Japanese television show rejoind interestamong businessmen.The drink became known in most divides of East and SoutheastAsia during the 1990s. An alternative origin is the Hanlin afternoon teahouse in Tainan City, Taiwan, owned by Tu TsongHe Hanlin blab tea is made by adding traditional white fenyuan which have anappearanc e of pearls, supposedly resulting in the  questionable â€Å"pearl tea. ” Shortly after,Hanlin changed the white fenyuan to the black, as it is today. In the late 1990s, bubble tea began to gain popularity in the major sum American citieswith large Asian populations, especially those on the West Coast and East Coast and inTexas.The trend in the  unite States started by Lollicup in the city of San Gabriel,California and readily spread passim Southern California. The beverage has received more attention from mainstream American media, including covers on subject knowledge base PublicRadio show Morning Edition and the Los Angeles Times. ruffle tea has spreadinternationally through Chinatowns and other oversea Asian communities. In the U. S. , major fetter such as Boba Bee in boodle are expanding into suburbanareas, curiously those with large Asian populations. belch tea can as well as be found inmajor European cities such as London and Paris . babble tea is to a fault gaining in popularityin Canada, limitedly in and nigh the cities of Vancouver, British Columbia; Toronto,Ontario; and Montreal, Quebec where there are large Asian-Canadian communities. It isalso gaining popularity in Australia, especially in Sydney, Brisbane and Melbour youthfulhere there are also mettlesome concentrations of Asian immigrants and descendants. bully Bubble tea coffee shops focus is on concussion the adopt of a perpetual local resident client base, as tumefy as a  authoritative level of tourist traffic from nearby highwaysMarket Segmentation Customers are carely to be: * Young professionals may consider bubble tea a novelty and extravagance alternative tothe commuter, lunchtime or after-work coffee. * Although it contains sugar, bubble tea is a much better alternative tocarbonated fizzy drinks and may wherefore apostrophize to health conscious consumers. * It is popular for plenty to hold meetings such as cr aft circles and book groups inlocal cafes and coffee shops and a bubble tea cafe could appeal as an unusualalternative. Due to its pleasure groundly new status, bubble tea has a reliable novelty value that mightappeal to people expression to try dissimilar tastes and flavors. * Office workers facial expression for a quick snack and drink or a restful meeting place. Travelers result be cash in ones chipsed to bubble tea cafes situated at transport localisations suchas railroad line stations or airports; these can go away a useful way of relaxing beforeor during journeys. Increasingly bubble tea cafes or outlets are being located attransport terminals function clients throughout journeys, even short aloofness commutes. nifty Bubble teatime coffee bar  leave alone focus on two different trade segments: Commuters andCaptive Consumers. Commuters are defined as any one or more individuals in a motorized vehicle travelingfrom point â€Å"A” to point â⠂¬Å"B. ”  chief city Bubble tea Cafe superior concentration  entrust be oncommuters trend to or from work, or those out on their lunch break. Captive Consumers would include those who are tethered to a campus environment, or ina dependent entry environment that does not allow free movement to and from.Examples would include high school and college campuses, where there is limited time between classes, and corporate campuses where the same time constraints are involved,  only regarding meetings and project deadlines, and special events; such as carnivals, fairsor festivalsâ€where there is an inlet bell to enter the gate, but exiting would meananother entrance money fee, or where refreshments are an integral part of the festivities. nifty Bubble tea Cafe focuses on the middle and upper-income markets. These marketsegments consume the majority of bubble tea. Local Residents seat of government Bubble tea Cafe wants to establish a large r egular node base. This giveestablish a healthy, uniform revenue base to ensure constancy of the business. Tourists Tourist traffic comprises approximately 35% of the revenues. High visibility and warlike products and receipts are critical to capture this segment of the market. arse Market Segment schema The possessive target market for bully Bubble teatime Cafe is a regular stream of localresidents. Personal and expedient customer service at a hawkish price is key tomaintaining the local market share of this target market.Market Needs Because hood City has a warm mood for eight months out of the course of study, bubble tea products are very much in take away. During the remaining four months of the year, warmdrinks are in significantly higher demand, along with a slower but consistent demand for  bakery products. Much of the days activity occurs at lunchtime, with a relatively steadyflow for the remainder of the day. benefit Business A nalysis The retail bubble tea industry in the U. S. has recently experienced rapid growth. Theclimate in ceiling City stimulates consumption of cold beverages throughout the year.Bubble tea drinkers in the U. S. are bad-tempered about the shade of beverages offered at thenumerous cafes across the region. Despite low competition in the immediate area, capital letter Bubble tea Cafe allow for positionitself as a place where customers can enjoy a cup of delicious bubble tea with a fresh pastry in a relaxing environment. Competition and buy Patterns Competition in the local area is somewhat sparse and does not deliver the goods nearly the level of  product quality and customer service as Capital Bubble Tea Cafe. Local customers arelooking for a high quality product in a relaxing atmosphere.They desire a unique, classyexperience. In addition to sales through union operated retail stores, leading competitors selldrinks through other channels of dist ribution (specialty operations). large chains varytheir product mix depending upon the size of each store and its location. Larger stores curb a broad takeion of drinks in various sizes and types of packaging, aswell as accessories such as storage containers, travel tumblers and mugs. Smaller storesand kiosks typically sell a limited line of drinks and, maybe, a few accessories such astravel tumblers and logo mugs.Technologically savvy competitors make fresh bubble tea and bubble tea-related productsconveniently available via chain mail order and online. Additionally, a few larger competitorshave made mail order catalogs fling bubble tea, veritable food items, and select bubbletea-making equipment and accessories, available. Websites offering online stores that allow customers to browse for and procure bubbletea, gifts, and other items via the Internet have become more commonplace as well Strategy and Implementation Bubble tea cafes shops are heavily reliant on impulse buying and passing trade.Thereforethey lead benefit from a strong mountain range that is attractive to clearly identifiable types of customer. They are at the forefront of ‘lifestyle’ brand and as such reflect the changes in theUS’s demographic make-up. Issues to consider when bring forthing a bubble tea cafes client base include: * Visibility †location go away be vital. However, high thoroughfare sites may be difficult toobtain collectible to high rent and intense competition, particularly from major chains. * Ease of access †other locations to consider includes those close to transport, e. g. near rail line and bus stations. Shop design †bubble tea cafes usually cater for two the leisure and takeawaymarket by having separate areas, e. g. a lounge area and a get in area. Manychains have been modeled on specific themes such as Asian style. However, anindependent bubble tea cafe may motif to differentiate itself from the large chains. Advertising in a variety of local publications exit accession knowledge of your  bubble tea cafe and a favorable reexamination in the local media ordain increase interest. Consideration should be given to spare activities that may attract custom.For example displaying art works of local artists or students may develop in customers. Live melody could increase interest or hosting ‘ adaptation group’ meetings (anincreasingly popular leisure activity) could bring in additional and regular custom. * promotional offers †most bubble tea cafes attract younger customers, therefore promoting the business to ripened age groups may be worthwhile or offering dealssuch as ‘bubble tea and… ’ deals. * Good quality food and drink will be an meaty element as the market is extremely competitive. If other drinks are served this could be promoted along with any other unusual elements of the business. * s acred scripture of communicate recommendation will also be  central therefore it is important that you offer good customer service and  provide are aware of this requirement. Capital Bubble Tea Cafe will succeed by offering consumer’s high quality bubble tea, as well as bakery products with personal service at a competitive price. Competitive Edge Capital Bubble Tea Cafes competitive edge is the relatively low level of competition in the local area in this particular niche.Capital Bubble Tea Cafe will involve the customers in community apply efforts byexplaining that a portion of their purchase price will be donated to a jack ladder of their choosing. In so doing, Capital Bubble Tea Cafe has: * Provided a customer with a quality product at a competitive price. * Provided the customer with a more convenient method for obtaining their coveted product. * Demonstrated how Capital Bubble Tea Cafe appreciates their loyalty and patronage by donat ing money to their personal cause. Marketing Strategy CapitalBubble Tea Cafe will be implementing a low cost publicize/promotioncampaign which could involve arrive-time radio, but not much more. Capital Bubble Tea Cafe will rely on twist relationships with schools, charities and corporations to bear significant free advancement because of its community support  class. By better-looking human contributions to these institutions, they will get the intelligence out to their students/faculty/employees/partners about Capital Bubble Tea Cafe. Word of mouth has always proven to be the greatest publicize program a company can instill.In addition, the media will be more than willing to promote the charitable aspectsof Capital Bubble Tea Cafe and provide the opportunity for more exposure every timeCapital Bubble Tea Cafe writes a check to another organization. Pricing StrategyCapital Bubble Tea Cafe pricing will be comparable to the competition, but with thevalue -added singularity of immediate convenience. onward motion StrategyThe long-range polish is to gain enough visibility to leverage the product line into other regions and generate inquiries from potential inventors.To do that, Capital Bubble TeaCafe take ups: * Public relations go at $1,000 per month for the next year intended togenerate awareness of editors and product  reading insertions, reviews, etc. Itis anticipated that the school fundraising program will generate a fair amount of   promotional material on its own and will, perhaps, minimizeâ€or even  exhaustâ€the need for a publicist. * Advertising at $1,000 per month concentrating on drive time radio. CapitalBubble Tea Cafe will experiment with different stations, keeping careful deletion of results.As with the school fundraising program, Capital Bubble Tea Cafe expects the facilities and signage to be a  inviolable portion of our advertisement. However,in the start-up ph ase, Capital Bubble Tea Cafe needs to let people know where tolook for the facilities. Marketing ProgramsDistinctive Logo:Capital Bubble Tea Cafe wants to extend to every customer every day. That is wherefore the use of the term â€Å"Come once more” with a smiling logo lends itself to being the corporate identifier. Distinctive Buildings:Capital Bubble Tea Cafe has worked closely with the shaper to make the buildingdistinctive, so that it is easy to recognize, and functional.Advertising and Promotion:In the first year, Capital Bubble Tea Cafe plans to spend $20,000 on advertising and promotion, with the program beginning in **. This would not be considered a seriousadvertising compute for any business, but Capital Bubble Tea Cafe feels the exposure willcome from publicity and promotion, so most of the funds will be spent on a good publicist who will get the word out about the charitable contribution program and how itworks in confe deracy with the website.Capital Bubble Tea Cafe also believes that word-of-mouth advertising and free beveragecoupons will be better ways to drive people to the first and second locations. In the second year, Capital Bubble Tea Cafe is increasing the budget to $40,000, since itwill need to promote several locations, with particular ferocity on announcing theseopenings and all the other locations. Capital Bubble Tea Cafe will continue to use publicity as a key component of the merchandising program.In the third year, Capital Bubble Tea Cafe will increase its advertising and promotion budget to $80,000, with the majority of the advertising budget being spent on drive timeradio. sales StrategyThere will be several sales strategies put into place, including identity card specials on high- profit items at the window. The staff will also hand out free drink coupons to those whohave purchased a certain number of cups or something similar.Capital Bubble Tea Cafe will also develop window sales techniques such as the staff asking if the customer would like a fresh-baked item with their bubble tea. Sales Programs * Corporate Tasting Events †Capital Bubble Tea Cafe plans to host tasting eventsfor customers on a quarterly basis. individually quarter, at the introduction of eachseason, Capital Bubble Tea Cafe will be adjusting its menu to reflect the changesin the flavors served. * Drink Coupons †At fundraising events for schools and corporate events, we will be plentiful away drink coupons as admittance prizes or awards.This encourages the person to come in for their free beverage and bring a friend or buy a baked item or a package of our bubble teas. * Chamber of duty and Professional Memberships †Because of the need tosell our services, Capital Bubble Tea Cafe will be an active participant in the regional Chamber, local Chambers of Commerce, Foodservice Associations, and Specialty drunkenness Associations. The exposure and education that these organizations provide is outstanding, but equally important are the contacts and opportunities made available\r\n'