Marketing Plan Worksheet for Bubble Tea Shop - Target Market Analysis

This marketing plan worksheet analyzes the key elements for launching a bubble tea shop, including product features, benefits, and differentiation from competitors. It identifies the target market as Asian people in Washington state, justifying the selection based on the product's appeal and unmet needs. The plan assesses environmental factors like consumer behavior, economic conditions, technology, competition, and legal aspects. It outlines marketing and communication objectives, marketing research techniques, and provides actual data to support the plan. The document covers product positioning, pricing strategies, and promotional activities, including advertising, sales promotion, public relations, and digital strategies like search, social media, and mobile marketing. It concludes with budget allocation and evaluation metrics for assessing the plan's effectiveness.

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MARKETING PLANNING WORKSHEET FOR: ___________________________
Group Member Names
FACTOR/ISSUE MARKETING PLAN
Product Analysis
What are the product
features and benefits? One main feature of the product is that it is a high quality bubble tea.
Secondly the tea can be blended with a variety of toppings and other
creative mixes.
The main benefits of the product are that the company’s tea and tapioca
pearls ensure that the drinks are served fresh to the customer (Gong
Cha). In addition, the quality of the tea will be very enjoyable to clients.
Point of difference – How
does the _____ differentiate
itself from the competition? Our product is different from those offered by our competitors because
we offer our patrons freshly brewed premium quality tea (Gong Cha).
As a result, it is of superior taste as compared to those offered by our
competitors.
Consumer Analysis/Target Market Analysis
Identify the target market(s)
– Justify your selection
Asian people living in Washington state. Mainly, this is due to the fact
that the product is an indigenous Asian-style drink.
What attributes/benefits
matter to your target
audience?
Discuss target market needs
that are met vs unmet
currently.
The Asian people appreciate a high quality–freshly brewed tea such as
the Gong Cha. At the moment, these needs are unmet.
Although some beverage shops offer tea, it lacks the indigenous taste
that our product seeks to offer.
Environmental Factors [Discuss only factors that impact your Marketing Plan]
Consumer/Social factors The Asian people appreciate a Gong Cha because it represents the
highest quality and self-expectation. For this reason, they will love the
product, thereby raising our sales.
Economic factors
According to estimates, the purchasing power of our target market is
high and can therefore afford to purchase our products. Besides, our
prices are pocket friendly.
Technological factors Currently, our clientele have access to technology through social and
mass media. For this reason, it is easier to reach out to them and
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FACTOR/ISSUE MARKETING PLAN
advertise our product. In turn, this will allow the company to increase
awareness about its products and increase its customer base.
Competitive factors At the moment, the level of competition is very low in Washington area.
As such, the company does not face a stiff competition. For this reason,
it will be easy to obtain a large market share in this niche
Legal/regulatory factors The legal environment in the area is favorable, and there are no legal
barriers to setting up a tea shop.
Develop the Marketing Plan [Give specific details about your plans to market ___________]
Marketing &
Communication Objectives
Marketing Research
(identify market research
techniques to collect
information from your target
segment; identify the type of
information that can be
collected from each
technique)
Actual Data (Provide data
from primary and/or
secondary sources on target
market) You can also
include web data/customer
reviews etc. Or you can even
interview customers.
This need not be extensive,
for example you can provide
one or two customer
comments from an online
discussion forum or social
media that represent the
views of your target market
How will you “position” the
_____________?
Pricing
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FACTOR/ISSUE MARKETING PLAN
Promotion: Advertising
Sales Promotion
Public Relations
Digital Strategies-Discuss:
Search
Social Media
Mobile
Executing/Implementing the Marketing Plan
Budget Allocation – detail
what is spent for each media
type and all other costs (an
approximate percentage is
adequate)
Evaluation – how will you
evaluate the effectiveness of
your plan? (identify the
success metrics)
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Works Cited
Gong Cha. Brewed Tea Series, http://www.gongchausa.com/categories/brewed-tea-series/. Accessed
15 Mar. 2018.
Gong Cha. From Taiwan to the World, http://www.gong-cha.com/en/brand.php. Accessed 15 Mar.
2018.
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