Milk TEAbrary 1
Milk TEAbrary 1
Milk TEAbrary 1
CHAPTER I
INTRODUCTION
Milk tea along with food halls and
nostalgia are predicted to be one of the
food trends to take the lead in 2019
(Mendiola, 2019). According to Paguio
(2014), the industry of milk tea is not a
dying business trend but rather a likely to
succeed industry to start into. This is the
reason why there are many entrepreneurs
and businessmen are planning or currently
opening a milk tea shop.
The researchers arrive at the business concept of
a milk tea shop with books after reading the article
of Mendiola and the value-adding element, and
named it as MilkTEAbrary. The business name came
from the words milk tea and library which means a
place which reference materials, such as books, are
kept for use but not for sale. (Merriam Webster,
1828).
• Accessible
One of the factor that customers are looking for in
patronizing a business is the accessibility of it.
MilkTEAbrary’s location is easily accessible to all
customers as which it is located along the main road
• Uniqueness
MilkTEAbrary is the first milk tea shop which has
open library. This will give a competitive advantage
to MilkTEAbrary from other competitors especially
students have research or feasibility subject which
require to have a reference from book, magazines
and dictionaries.
Strengths
• Relaxing
MilkTEAbrary has many ways to make the
customers relax. One is through the
atmosphere, MilkTEAbrary has beige and
white color which can help the customers
feel calm. Another is listening to acoustic
music. Lastly is the brightness of the place
which is average light.
Weaknesses
• Overload capacity
Due to many customers, overloaded crowd
sometimes occur in the store and due to lack of
seating capacity will affect the customer's
behavior for waiting.
• No security guard
It will be not safe for the customers and staff
to have no security guard in the store. It should
have a security guard in the store to take in
charge and keep everyone's safety.
Weaknesses
• New business
People tend to go to the shops that they
are already used to. As MilkTEAbrary is new at
the industry, only few people will try it since
there is no review yet.
Opportunities
• Location
Another factors that customers considering
at picking shop is location. We are firm that
people does not want to consume their time
walking to the shop. The location of
MilkTEAbrary is strategic, it is directly linked to
the highway. Moreover, it is in front of Lyceum
Northwestern University which is the area of
most middle-class to high-class people.
Opportunities
• Referral Power
The uniqueness of MilkTEAbrary cannot only
fascinate people to make them patronize the
business but also it can make them tell and
refer the business to other people.
Threats
• Season
Philippine has only two season: the wet and
dry season (Hashem, 2017). At the dry season,
MilkTEAbrary can help the customers clench their
thirst and during the wet season, milk tea will not
be marketable. Hence, we can expect a low
income at this season.
• Competition
Nearby competitors such as I Love Milktea are
famous and been selling milk tea for years.
People then go back to their usual coffee shop.
• Threats
• New technologies
Technology are now being used as a
substitute for books. Some people are not
going to be attracted by the feature of
MilkTEAbrary. Hence, the researchers came
up with the idea of putting up a Wi-Fi
connection
Significance of the Study
Procedure
The researchers will conduct a survey to gather
information to make the study stronger. Through the
process, first, the researchers would provide a
consent form to be given to the respondents.
Second, the researchers will distribute the survey
questionnaires which will provide close ended
questions which will answer the statement of the
problem. And lastly, to gather the data from the
answers of the respondents, the researchers will tally
the data collected.
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