Professional Documents
Culture Documents
Chapter I
Chapter I
INTRODUCTION
and many businesses fail to survive. Some fail because of the rapid growth of
entrants in the business world. For most companies today, the only truly
Moore). Out-innovating the competition means having to think out of the box
the competition of similar industries like prices, services, place especially the
competition.
In the past few years, milk tea has been popularized in the country giving
shops. In the rise of these milk tea shops, milk tea lovers have also grown in
True Blends is one of the first milk tea shops put up in Dagupan, leaving
a mark to its customers, is still thriving in the competitive industry. This shop
serves tea and coffee, but their best seller is milk tea. Despite the increasing
number of milk tea shops, True Blends has seen to withstand competition.
Other shops have considered changing shop names but still fail to survive the
industry.
This research reports on the findings of a thorough study to establish the
factors and strategies that have led to the survivability of True Blends in the
Theoretical Framework
same goes to the existing businesses such as milk tea shops, which are
popular nowadays. One of the known milk tea shops here in Pangasinan is the
True BlendsmDagupan. But the bottom line is how this existing business
continues to survive as the number of milk tea shops increases. The business
theories that are relevant to the research study are systems theory, marketing
Ludwig von Bertalanffy coined the term systems theory in 1940’s and
furthered by Ross Ashby. Heylighen and Joslyn (1992) added that von
Bertalanffy emphasized that real systems are open to, and interact with, their
that systems theory suggests that different components when linked together
are equal to or greater than the sum of their parts and serves well when there
its survival. This theory helps to identify the factors that challenge the business
marketing options and the likes which are more likely acknowledge by
businesses.
Martin (2014) the marketing mix concept was popularized by Neil Borden
was cut down by McCarthy into four high level categories: product, price,
promotion and place, which are known as the “4Ps”. Product is either goods or
services that meet the customers need and demand. Price is the actual amount
customers that help to gain profit which are used to the finances of the
business.
relationships are not aggregations of the individual static entities. They are
adaptive; in that the individual and collective behaviors mutates and self-
events. Uhl-Bien et al., (2007) justified that this is especially important in the
theory can offer insights into how organizations become more sustainable,
Conceptual Framework
Independent Variable
Age: Participant’s Years old
Occupation of Participant
Time mostly an individual or participant spend his time on milk tea shops.
Dependent Variable
The quantity demand of milk tea, number of milk tea an individual would likely
Input-Process-Output (IPO)
stores
• Personal Influences
• Cultural Influences
• Social influences
• Psychological influences
Process
or experience.
Output
• Product profile that would best capture the needs of the customer is
determined
realized
business, particularly a milk tea shop named True Blends in Dagupan, with
Blends
competition
continuance of their business and provide ideas and techniques to better their
The researchers selected one (1) milk tea shop as the basis of this study,
to wit, True Blends Dagupan. The selection of said milk tea shop is brought
about by the fact that it has been operating for years and it has thrived despite
of the increasing competition in the same line of business. The study will focus
on the shop location and design, product development and innovation, and
results (Brutus, Aguinis, & Wassmer, 2013). One limitation was that
needed in conducting this study. Participant bias may alter the results of this
research study.
the research and analysis process (Bartoska & Subrt, 2012). One delimitation
in conducting this study was the geographical area. This research did not
include industry experts, and executives in other geographic areas. Although
throughout the Philippines, the focus of this study was on the competition of