TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES 1

SENIOR HIGH SCHOOL

CHATIME

A Marketing Plan
Presented to the
Senior High School
Technological Institute of the Philippines

by

Aldenese, Jastine T.
Martinez , Elaisa Mae R.
Peñero, Kim Joy P.
Placio, Martha S.
Tio, Bridget M.

October 2018
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SENIOR HIGH SCHOOL

CHAPTER 2

EXTERNAL ANALYSIS

1. Industry Definition. Chatime is one of the beverage industries in

the world. Chatime origin is in Taiwan on October 2005. It is a well know

Franchise Company around the world. It has expanding over 800 retail outlets in

the world such as Malaysia, China, India, Australia, Singapore, Hong Kong,

Thailand, Korea, and others. The combination 30 years of tea manufacturing

experience in the tea industry and more than over 700 well trained trainers, it

helps Chatime to become one of the famous tea companies in the world. As a

well-known tea company in the world, Chatime is aimed to be the most famous

beverage in revolutionizing the tea industry. To produce the highest quality of

beverage, Chatime produces the state-of-the-art tea machines to modernize the

traditional tea culture. Meanwhile, Chatime uses the highest quality natural

ingredients to produce the high quality products and without any preservatives

and additives. With the era of technological advancement, all of the processes

are done by machine .The main product of Chatime is bubble tea (Chatime,

2013).

2. Industry Segmentation. Market segmentation defined as a

process of splitting a market into distinct groups of buyers with similar products
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SENIOR HIGH SCHOOL

needs or identifiable characteristics in order to select appropriate target markets.

So, Chatime Malaysia divided its market into consumer food& beverage industry in

Malaysia. Besides, demographic segmentation is one of the segmentation that

Chatime Malaysia attempts to take it into account before set up a franchise-based

beverage shop in Malaysia effectively in order to gain the market share and profit

in Malaysia’s consumer food and Beverages industry.