Candidate: Kil, Chris 11A Candidate No: School: Brent International School Subic Date of Submission: May 21, 2014
Business Internal Assessment (High Level)
Should Dakasi Bubble Milk Tea change its marketing mix in order to attract more customers?
Number of Actual Words : 1991
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Acknowledgements
This research will not be successful without the people who helped me in this study. I really appreciate the following people for their assistance: First, to the Dakasi Bubble Milk Tea Manager, for allowing me to do the survey questionnaire. Second, to the customers of Dakasi Bubble Tea, who are so friendl y, understanding and patient in answering the questionnaires. And last, to my Business Management teacher, Mr. Means, who taught me everything that I need to know about business and management. His lessons helped me in making the conclusions and analysis about the results of my study.
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-The ResearcherExecutive Summary
This study is about the level of satisfaction of Dakasi Bubble Tea, Harbor Point Branch customers in terms of its marketing mix. The researcher asked the Manager’s permission for the research and after the manager approved the research, the researcher conducted the survey. Survey questionnaire was used i n order to know the customer’s opinion about the marketing mix of Dakasi Bubble Tea. The answers were collected and analyzed to make conclusions and recommendations. According to the survey, most of the customers are 21 to 30 years old, male, and they usually go to the store once a week. For the marketing mix, most of the customers are strongly satisfied with the product and place. They are neutral in terms of price and promotion. Most of the customers recommended free wi-fi, cheaper price, and more tables and chairs. From the information collected and analyzed, it is clear that the store has to decrease its price and add more ways of promoting its store.
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. Table of Contents
Executive Summary………………………………………………………………………….. 3 Introduction…………………………………………………………………………………....5 Research Question……………………………………………………………………………..5 Procedure or Method…………………………………………………………………………..5 Main Results and Findings Demographic Profile of the Respondents……………………………………………..6 Gender…………………………………………………………………………6 Age…………………………………………………………………………….6 Drinking Patterns of the Respondents…………………………………………………7 Marketing Mix………………………………………………………………………..7 Product………………………………………………………………………..7 Price…………………………………………………………………………..7 Place………………………………………………………………………….8 Promotion…………………………………………………………………….8 Customer ’s Recommendation…………………………………………………………8 Analysis and Discussion……………………………………………………………………..9 Conclusions and Recommendations………………………………………………………….10 Bibliography………………………………………………………………………………….12 Appendix…………………………………………………………………………………......13
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INTRODUCTION
Dakasi Bubble Milk Tea is a franchise milk tea from Taiwan. It can be found mostly in Southeast Asia and mostly in China. Its products range from drinks whether it’s hot or cold drinks, and they also have some snacks such as taco salad, Chinese bread, etc. There is only one branch of Dakasi Bubble Milk Tea in Subic Bay and that is in Harbor Point Mall. Marketing mix is a business tool used by a company in order to have a successful business. Marketing mix is the combination of elements needed to successfully market a product (Paul Hoang, 2011). The marketing mix is composed of 4 P’s which are Price, Place, Product, and Promotion. These four P’s should always be present and should be the focus of the company so it can be successful. The main focus of this research is the marketing mix of the company. The first P, product, is the physical good that a company is selling. In Dakasi Bubble Milk Tea, their products are usually milk tea drinks and some different variet y of snacks. The second P, price, refers to the cost of the company’s products. The range of the price of the company’s products are from P80 to P150 including add-ons. The third P, place, means the location of the shop. Dakasi Bubble Milk Tea has only one store in Subic Bay Freeport Zone which is in Harbor Point. The last P is promotion which is how the store promotes its product. A company or store depends on its marketing mix. If the marketing mix is strong and stable, it will contribute also to the success of the company. The marketing mix will draw many customers to purchase the store’s products, therefore giving the store profit and reputation. This is how the researcher came up with the title “Should Dakasi Bubble Milk Tea change its marketing mix in order to attract more customers?
RESEARCH QUESTION
Should Dakasi Bubble Milk Tea change its marketing mix in order to attract more customers? PROCEDURE OR METHOD
Before conducting the research, the researcher first identified a company for his research. A research proposal was made and was presented to the Business and Management teacher. After getting an approval, the resear cher made a letter of permission to the manager of the store along with the survey questionnaires. The manager allowed the researcher to continue with the research. The survey questionnaires were used to gather information from the customers. The survey was made easy to answer by just writing a check from the options. It was made like that so the customers won’t feel very tired by answering the questions. The resear cher approached the customers and asked their help in answering the surve y questionnaires. It will also be written using the English language since many Filipinos can understand English and
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there are also some foreigners who buy from that shop. Thirty customers were used as respondents. If there is another research like this that will be conducted again, I will include the other milk tea stores in Subic Bay or in Harbor Point Mall. It will be a good research because more comparison will be made and the market share of the different stores will also be checked.
MAIN RESULTS AND FINDINGS
DEMOGRAPHIC PROFILE OF THE RESPONDENTS Figure 1 Demographic Profile of the Respondents in Terms of Age
Age of Customers Under 10 years old 11~20 21~30
According to the graph, most of Dakasi customers were from 21-30. Ages 11-20 was the second highest, but under 10 years old and over 40years old were the lowest . Figure 2 Demographic Profile of the Respondents in Terms of Gender
Gender of the Customers
Male Female
The graph shows that most of the customers were mal e, and there were only 12 female customers during the survey.
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Figure 3 Frequency of Visits to the Dakasi
16 14 12 10 8 6 4 2 0 Daily
Once a week
More than once a week
Once a First time month
Most of the respondents go to Dakasi store once a week, while none of the customers were first timers. LEVEL OF CUSTOMER’S SATISFACTION IN MARKETING MIX
Product
Customer’s Satisfaction
Table 1 on Products of Dakasi Bubble Milk Tea
Comments
Weighted Mean Interpretation I was satisfied with the taste of their drinks 4.27 Strongly Agreed I was satisfied with the different kinds of their drinks 4.70 Strongly agreed I was satisfied with their snacks 4.17 Agreed I was satisfied with over all quality of food and drinks 4.67 Strongly Agreed According to the table above, the customers were strongly satisfied with the over-all quality of Dakasi foods and drinks. However, they were just satisfied with the taste of their snacks. Price Table 2 Customer’s Satisfaction on Pric e of Products
Comments
Weighted Interpretation Mean I was satisfied with the price of their drinks 2.93 Neutral I was satisfied with the price of their snacks 2.87 Neutral I was satisfied with the price on their ‘add-ons’ 2.70 Neutral I was satisfied with over all price of their product. 2.97 Neutral This table shows that the customers were neutral in terms of the price of drinks, snacks, and their add-ons.
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Place Table 3 Customer’s Satisfaction on the Location of
the Store Comments Weighted Interpretation Mean I was satisfied with the location of their shop 4.67 Strongly Agreed The shop was clean and neat 4.80 Strongly Agreed It is easy to find the shop 4.07 Agreed According to the table above, the customers were strongly satisfied with the location and the cleanliness of the shop. Also, the customers in terms of finding the shop among hundreds of shops in Harbor Point Mall. Promotion Table 4 Customer’s Satisfaction on the Promotion of the Store Comments
Weighted Interpretation Mean I was satisfied with the service of the staffs 3.87 Agreed The shop is famous 3.10 Neutral I was satisfied with the promotion of the shop 3.30 Neutral The table above shows that the staff of Dakasi Bubble Milk Tea is friendly and the customers were satisfied with their service. However, the customers were just neutral regarding the popularity and promotion of the shop.
Recommendations from the Customers Figure 4 6 5 4 3 2 1 0
According to the graph above, most of the customers would like the store to decrease its product price or to make it affordable for the custiomers. The other three customers suggested to have free wi-fi on the store, while the others suggested more advertisements, more tables and more details with the menu.
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ANALYSIS AND DISCUSSION Demographic Profile of the Respondents
Gender
Most of the customers of Dakasi Bubble Milk Tea were male. It means that men like to drink Milk Tea than females.
Age Group Most of the customers that drink milk tea are from 21 to 30 years old. This age group is for employees or professionals who can afford to pay some amount of money. The next age group is the 11-20 years old, then 31 to 40, and lastly under 10 years and above 40 years old. This means that children under the age 10 are not very familiar with this kind of drink, while the same r eason can also be applied to people over 40 years old.
Customers’ Satisfaction of the Products
The main products of Dakasi Bubble Milk Tea are their variety of milk tea drinks and snacks. The product is the face of the store and it is the main reason why people go to this store. According to the survey, the customers are strongly satisfied with the taste of drinksand the different flavors of drinks. However, they were just satisfied with the snacks. It means that the store has to improve its menu of snacks and improve its tastes. Price
The company gets profit from the product’s price. If the products are too expensive, some customers will not buy the products. Customers would like to have value for their money. The survey showed that most customers were neutral when it comes to the pricing of their drinks and snacks. It got a low score which means that the customers are not happy with the prices of the products. If customers think that the product is too expensive, they will not buy the product and the company will lose many profits. Place
Dakasi Bubble Milk Tea is located inside of Subic Bay Freeport Zone. It has only one store in Subic and Olongapo City, and it is inside Harbor Point Mall. A place is very important because customers should reach the store easil y, so the store can get more customners. From the survey, the customers were satis fied with the location of the store and its appearance. It is clean and neat and many people can be attracted to i ts store. However, the customers were not strongly satisfied because the store is not that easy to find. Harbor Point Mall has a lot of shops and stores and it will be difficult for first timers to find the store. Promotion
Promotion in a store is very important because it can get many customers to go in the store. It will give idea and interest to customers. The survey shows that the customers were satisfied with the service of the staff. This means that the staff were good to customers. 9
However, the customers responded neutral to the advertisements and the fame of the store. This only menas that the store has to improve its promotion, so many customers can know about Dakasi. Customers’ Recommendations
The researcher also got the customer’s suggestions to the store. From the survey about the price, it seems that the customers were not satisfied with the price. This made them write “cheaper price” on the recommendation section. Also, there is free wi-fi in Harbor Point but it is not that strong so many customers would like to enjoy a stronger wi-fi inside of the store. There were also few tables and chairs, advertisements, and detailed menu that is why the customers recommended them.
CONCLUSIONS AND RECOMMENDATIONS
After the analysis of the data, the research can conclude that:
Most of the customers of Starbucks Harbor Point are male, age 21 to 30 years old. - The store must add a menu that will attract many females to buy their products. They must think of a new flavor that females will like. Also, there should be flavors that is not too strong for children and older adults. The customers were strongly satisfied with the products of the store, especially the drinks but not the snacks. - The store should make a menu of snacks that are famous and appealing to the customers. They could also make a combination of drinks with snacks so that customers can try the snacks and not only the drinks. The customers are “neutral” regarding the cost of the products. This also means that the customers are not satisfied with the price. - The store can give discounts for many or group orders. Then, it is highly recommended to decrease the price by 10 percent s o that most customers can afford to buy the products. The customers were strongly satisfied with the location of the store and its environment (cleanliness). However, the customers were just satisfied with the finding of the store. - The store must make a sign that can be seen by many customers going to Harbor Point Mall. The store may be accessible because it is just in Harbor Point, but it is difficult to find. It is better that the store make a huge and colorful signboard in the store. - They need to add more tables and chairs. The customers were satisfied with the services of the staffs. However, they are just neutral with the promotion of the store. - It will be good if there will be Dakasi staff outside of the store, walking around Harbor Point Mall, carrying free snacks or brochure with discounts and giving it to customers. This will attract new customers to the store. - They should include free wi-fi in their area. 10
They should advertise on the radio so many people will be interested and hear about Dakasi Bubble Milk Tea. Dakasi bubble tea must change its Marketing Mix specially price and promotion in order to attract many customers
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Bibliography
"About Dakasi." Dakasi Philippines. Web. 20 May 2014. "Dakasi: The Happiest Place to Satisfy Your Milk Tea Craving." Kristn. Web. 20 May 2014. "Halo-Halo Milk Tea, Anyone? Taiwanese Dakasi Puts Pinoy Twist to Its Drink." Lifestyle InterAksyoncom. Web. 20 May 2014. Hoang, Paul. Business & Management . 2nd ed. Melton, Vic.: IBID, 2007. Print.
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Appendix Survey Questionnaire Instruction: Please put a check on the boxes that correspond to your answer. Name: (Optional)
Date:
Age
Gender: Under 10 years old
Male
11-20
Female
21-30 31-40 Over 40 years old How many times do you go to Dakasi? Daily Once a week More than once a week Once a month First time
The Level of Satisfaction of Customers in terms of Product, Price, Place, and Promotion Please check on the numbers on the table that will correspond to your answers 1-
Strongly Disagree
2-
Disagree
3-
Neutral
4-
Agree
5-
Strongly Agree
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Product Comments I was satisfied with the taste of their drinks I was satisfied with the different kinds of their drinks I was satisfied with their snacks I was satisfied with over all quality of food and drinks
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
Price Comments I was satisfied with the price of their drinks I was satisfied with the price of their snacks I was satisfied with the price on their addons I was satisfied with over all price of their product. ‘
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Place Comments I was satisfied with the location of their shop The shop was clean and neat It is easy to find the shop
Promotion Comments I was satisfied with the service of the staffs The shop is famous I was satisfied with the promotion of the shop
Do you have any suggestions?___________________________
THANK YOU VERY MUCH
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