MARKET PLAN ----Quickly bubble tea store (In Grand, NY)

Introduction Quickly bubble tea store originated in Taiwan in 1996. It was established by Nancy Yang. From 1996 to now, there are almost 2,000 chain stores thorough Africa, Asia, Europe and northern America. 50 chain stores located in northern America and there are 7 chain stores in NY. Quickly bubble tea store is known as the largest of pearl milk tea and bubble tea chain store. They are mainly to sell drinks including various different kinds of slush, juice, milk tea, snow, espresso coffee, rose tea, flavored tea, hot drinks, flavored milk, pudding, jelly juice. They have slush like rose slush, hazelnut milk tea slush, wax gourd slush and so on. All in all, they have more than 300 drinks. In addition, they still have a dozen delicious desserts like nutella toast and sesame Tong Yuen, and a dozen Japanese Gelatos like durian gelato, tofu gelato, tiramisu gelato etc. Not only that, they still have lots of snack, such as fried shrimp trigon, and special Hong Kong’s street snack, egg puffs that are made from a slightly sweet batter based on eggs and flour using a special iron griddle with small round indentations. They are just like small egg-shaped waffles. Lots of people like to eat them. For attracting more customers, they still provide lunch for customers, such as noodle soup, burgers and ramen. When you go there, you can buy something what you need. Most important of all, they have delivery service. You can call them to order anything what you want. Besides, the environment of Quickly Bubble Tea store is comfortable and their service is good. If you have time, you can buy some drinks, enjoy you drinks and listen to music. I believe if you come there, you will love them.

Situational Analysis As Taiwan Today said bubble tea stores develop fast. Pearl bubble milk tea from Taiwan is considered a “Louis Vuitton” product in the international market. The drink with the chewy tapioca texture has been spreading to other parts of the world in the last 20 years, with the initial inroads made in nearby places that have large Taiwanese expatriate communities such as Australia, Canada, Hong Kong, Japan, mainland China, Southeast Asian nations, South Korea and the United States, according to Wang. But it was not until recent years that the Taiwanese invention has become available in more far-flung areas like Europe and the Middle East. Wang estimates that the celebrated drink can now be obtained in 25 to 30 countries worldwide. This shows that the development prospect of bubble tea is quite good. bubble teas is " pearl milk tea " (also known as "boba milk tea" in parts of America), which contains small chewy balls made of tapioca starch , called "pearls" in Chinese (also known as "fenyuan 粉圆" or "Zhengzhou 珍珠".It is popular among young and old people, so its development prospect is good. Although Bubble Tea store is highly profitable industry, with more and more people open Bubble Tea store, Quickly Bubble Tea store has several competitors, such as Tibba that is Bubble Tea store, so Quickly Bubble Tea store still need to do more to improve. In my opinion, Quickly Bubble Tea should send a newspaper to customers who buy many drinks. Moreover, it should train worker making them offer better service for customer.
Market Analysis The target markets of Quickly Bubble Tea store in Grand Street are whole Chinatown people that are about 40,000 and lots of people in Brooklyn and Queens. As we know, many Chinese live in Chinatown and they open a number of stores in Chinatown, so those people who live in Brooklyn and Queens often go there. Those people are also the target market of Quickly Bubble Tea store. Quickly Bubble Tea store not only sell drinks, it also sell snack, dessert and lunch food, so it can become the number one of Bubble Tea store. It is suitable for the fast pace of living people, so even if customers’ needs are changing, it won’t be died out. We all want to buy products of low price and good quality. Quickly Bubble Tea store is also doing their best try to achieve this goal.
Positioning
For attracting more and more customers, Quickly Bubble Tea store should expand its store that make it can accommodate more customers. On price, it still needs to do some adjustment. For providing more cheap drinks to customers, it should improve technique to decrease the cost of products. On servicing, it should spend some time to train workers make them can serve well and bring good spirit to customer. If customers are happy when they buy something in Quickly Bubble Tea store, they will be glad to go there to consume next time.

Product strategy Although Quickly Bubble Tea is popular in Taiwan and many places in the world as I mention in introduction, it need to do more ad to advertise it. In packing design way, it does well because it has packaging, brand name, and logo. I think it should give customers some ad papers that introduce the products of Quickly Bubble Tea. If customers know its products, they will buy more. As we know, if we don’t know about something, I dare not to buy too much. On the contrary, if we know the products well, I will buy them happily. In addition, Quickly Bubble Tea store should try to use natural materials to make drinks. Fresh and natural drinks can attract plenty of customers because we all like healthy drinks. Promotion Strategy It should give customers some funny gifts when customers buy more than 10 cups or when customers are in birthday, it can send them cash gift card. For attracting more customers, it should make an ad on TV. When people watch TV, they will pay attention on the new drinks, then they will go Quickly Bubble Tea store to buy drinks. Another a good idea is that Quickly Bubble Tea Company sells some bottled bubble tea drinks in supermarket just like Star Buck’s bottled coffee. More people know Quickly Bubble Tea, Quickly Bubble Tea will be more famous.
Price Strategy The price of Quickly Bubble Tea is about $3.00, if it reduces to $2.50, I think it will attract more customers. Its snacks, desserts are done in every day. If snacks and desserts can’t sell this day, I have a good suggestion that is making a discount, such as 80% discounts to sale them. One side, customers can buy the leaving, another side, the store can sell them out.
Distribution Strategy On this hand, I have some thoughts. Quickly Bubble Tea can make a website for customer to order drinks, dessert and lunch food. This will be convenient for customer to see menu and order drinks and food. Another idea is open store for 24 hours. Customers can go there anytime just like McDonalds’.
References
http://en.wikipedia.org/wiki/Chinatown,_Manhattan http://en.wikipedia.org/wiki/Bubble_tea http://www.kuaikeli.com/english.php http://www.quicklyusa.com/quicklymenu.html http://taiwantoday.tw/ct.asp?xItem=172531&ctNode=124&mp=9