Bubble Tea Restaurant: Marketing Strategy and Positioning

This presentation discusses the marketing strategy and positioning of Bubble Tea Restaurant, a moderately priced Asian restaurant offering beverage and Asian cuisine. It covers topics such as the company's mission, target market, competition, and financial objectives. The restaurant aims to provide a warm and cozy atmosphere with excellent food and beverage options, catering to both tourists and locals.

Bubble Tea
Asian Restaurant

Table contant
- Introduction
- Situation Analysis
- Market Demographics
- Market Trends
- Macroenvironment
- The Company
- Mission
- Positioning
- Swot Summary
- Competition
- Financial Objectives
- Marketing Strategy

Executive Summary
● The restaurant will be a moderately price 20 seat restaurant
offering beverage and asian cuisine
● We also offer specialty selections including lighter option and small
portion for take away
● The restaurant need walm and cosy place with excellent food and
beverage
● Comfortable furnishing and decor (smooting walm tone) for a client
woho wantsa good photo on social media post
● The restaurant will also be perfect for a business meeting
● Menu will inspired from different Asian countries specialities
● Higher value than its competitive though the food and service with
a good price

Introduction
Bubble Tea Restaurant
Location→Intrelaken
Restaurant Type→Asian cuisine and traditional
beverage
Opening Hours→Open from 11 am to 20 pm
The mealtime provide only
11:00~14:00, 17:30~20:00
Beverage provide throughout the day till 20 pm

Beverage
Menu

Situation Analysis
● The Bubble tea restaurant is surrounded by Asian restaurant
● Focus on the tourist
● The only one bubble tea in Interlaken
● The basic market need is to offer individuals, families, and take
out customers fresh, creative, attractive, Asian dish, dessert
● Fresh home made Bubble tea which using an original tea from
Taiwan

Market Demographics
● Mostly Tourism with any ages and also Swiss local who willing to try
Asian dish
● Eat out several time a week
● Clients who work close to the restaurant

Market Trends
● Food quality - high-quality ingredients is increasing as customers
are learning to appreciate the qualitative differences.
● Presentation/ Appearance -
● Selection - People are demanding a larger selection or foods, they
are no longer accepting a limited menu

Macroenvironment
- Political factors and government regulations which may affect
operations
- Economic factor like changes in consumer purchasing power during
times of economic depression
- Social-cultural factors. The are the cultural beliefs that are likely to
influence the consumer choice and preference f our proposed
product.
- Natural calamities. This are eventualities that occurs as a result of
nature they could include fires, floods or earthquakes which may lead
to massive destructions and losses, (Cravens& Piercy, N. (2006)..
- Technological forces . Changes in the current technologies means the
firm should undertake a strong financial investment .

The company
● Bubble Tea Restaurant commissions its first Branch to be located at
Interleukin in the heart of the city, with the aim of offering exclusive
services to travellers and residents of the area. Through offering
professionally flavored tea flavors to suit customers need in Green,
Black, Pure, fruit and white tea. At its serein environment
guaranteeing our customers maximum comfort..
• Expansion: This being our first store we aim to expanding to other
cities in the region and expanding into a fully fledged restaurant
offering all catering services and products for increased revenues
and returns.

Mission
● At Bubble tea shop every cup is prepared to perfection for ultimate
tea experience with high quality products only, with classy drinking
points, with best staff for your ultimate utility. Our goal is to become
the leading teahouse in our environs through new innovation to suit
our customers needs.
● We also want to contribute positively to the community through
provision of affordable high quality products.
● In the spirit of Corporate Social Responsibility Bubble tea aims at
maturing young talents through continuous training and engaging in
charitable works among the needy persons in the society.

Positioning
• Offering only superior-tasting and hygiene products from the best
chefs.
• A modernly designed appealing and comfortable interior finishes
• Prime location selection with a high year round locals and tourist
traffic flow.
• Best customer experience services through our highly motivated
and trained staff and management.
• Offering a wide range of products to suit every customer taste and
preference.
• Ensuring a vibrant all year round marketing and promotion activities
to create new clientele and maintain the existing clients.
• Ensuring perfect off board services such as ample parking, security

Marketing Techniques
● The company will employ launch marketing since it is the most
appropriate technique for such a business. We will employ
techniques such publicity, use of Direct mail, use of print and
broadcast medias, use of product branding and tailor made
packaging and use of product sampling through brand activations,
(Peter, Olson, & Grunert, 1999).
● Appealing selling will also be employed where we will offer
discounts on selected items, offer loyalty cards and discount to
frequent return customers and offer quantity discounts.
● Offer location ambiance advantageous over our customers which
includes free parking and free WI-FI services for on board clients.

SWOT summary
Stength
● Excellent staff who are highly trained and very customer attentive
● Great retails space that is bright, clean
● Highly customer loyalty among repeat customer
● Highly quality foo offering that exceed competitors offerings in
quality and price
● Unique beverage in the city

Weaknesses
● Income will be affected by the low season from tourism industry
● Restaurant space is small
● The restaurant location surrounded by Asian restaurant

Opportunities'
● Take-out style in professional service is our advantage
● We intend to continually introduce new products and innovations
● Meeting customers’ demand in this sector, specify in interlaken where have
many our target customers.
● Existences of a well spacious and modern Tea outlet is an advantage to us.
● Offering differentiated and unique products from our competitors is a plus to
us.
● Offering a relatively considertate customer friendly pricing strategy will
guarantee us economies of scale over our competitors.

Threats
● Changing prices of raw materials
● Ever changing economic situations and consumer power.
● Existence of too many competing products like coffee, milo, sodas
and alcoholic drinks.
● Easy and uncontrolled entry of the sector thus a possible challenge of
competition from massive new entrants
● High labour and rental expenses threatening pricing and company
profits.

Financial objectives
• Projected Sales revenue of $50,000 during the first year of
operation with a projected average growth in sales by 25 percent in
the next 3 consecutive years.
• Targeted 20% profit margin after all expenses in the first fiscal year
with a within the first year with a 15% growth in profit margins in
the next 3 fiscal years.
• Offer a sustainable dividend returns to the company's shareholders
all over the company operation life.
• Be a leading employer and taxpayer to contribute positively to the
countries economic growth and offer our clients value for their
money.

Target Market
Local Residents:
● There lives about 80,000 people within three kilometers of our
proposed location. This forms our greatest target clientele base, this
group mostly comprises of local business people and those working
in neighboring offices and factories, students and native farmers.
Tourists:
● Our selected location has well renown tourist attraction cites which
guarantees an year through presence of both domestic and foreign
tourists. The uniqueness of our Joint will offer the visitors a unique
and satisfying adventurous taste as hey enjoy their cup of tea.

Competition
● The regions coffee industry has grown tremendously over the recent
past. And one fact is that when the coffee industry is outperforming
the tea sector tends to be derailing.
● Many tourist are recently preferring carrying their pre-packed
drinks. This may reduce our targeted sales.
● The changing consumer taste and preference most of them prefer
juicy and alcoholic drinks is another challenge.
● Bubble Tea will exist in an environment where there exists other
business offering the same services. Therefore we expect to face a
stiff competition in terms of pricing and in terms of customers.

References
Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 6). New York:
McGraw-Hill.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behaviour and
marketing strategy (pp. 329-48). London: McGraw-Hill.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using
customer equity to focus marketing strategy. Journal of marketing.
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A
coalignment of marketing