QUEZON CITY UNIVERSITY

Chatime
BUSINESS PLAN
Presented to the Faculty of Quezon City University
College of Business Entrepreneurship
San Bartolome, Novaliches Quezon City

In Partial Fulfillment of the Requirements for the

Subject Franchising

By:

DEPLOMO,IRENEO

Submitted to :

LORNA SUYAT

SEPTEMBER 2022

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TABLE OF CONTENTS

I. Executive Summary

II. Company Description

III. Product and Services

IV. Market and Competitive Analysis

A. 4P's
B. Competitors
C. Swot Analysis
D. Business Strategy

V. Financial Measurements

VI. Conclusion

VII. Reference

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I. Executive Summary

Chatime is a Taiwan-based franchise company which offers a variety of

flavoured drinks and snacks worldwide. The mission statement of Chatime is to
provide consumer with fresh, healthy, and quality drink. To provide more
satisfaction for the consumer, Chatime is planning to launch two in one container,
known as “Nibble Sip” in 2017. There are many strong competitors in the market.
The direct competitor such as Gong Cha, Ochado and Cool Blog as well as the
indirect competitor such as Starbucks, Coffee Bean & Tea Leaf and McCafe.
Nevertheless, Chatime has many advantages over the other competitors by
having Nibble Sip. It is very convenient touse and allow the customers to hold the
drink and snacks together with one hand without cumber some. The design of
Nibble Sip is special with the special features such as preserve heat, can be
twisted into two cups, convenience, fashionable and washable and is targeted at
young adults aged 15-24 who are the teenagers and the young adults. Market
penetration pricing will be implemented where by it will be sold at RM 19.90 in all
the outlets of Chatime. Not only that, advertising to create awareness and
knowledge towards the product’s existence will be done primarily via social
media such like television, print and radio. Sales promotion will be used top
romote Nibble Sip and to attract more customers to purchase the drink and snack
ofChatime frequently. The marketing objective for the first year of launch is to
build awareness and product insignia to consumer around the world and aim to
achieve 5,200,000 units with the sales revenue RM 104,848,960.80. After that,
the second objective is to generate more sales by product Nibble Sip and plans
to increase the retail sales at 5,300,000 units with sales revenue RM
105,727,663.80 by 2018. Besides, the monthly sales tracking will be conducted
to check the progress of the product. Consumer’s opinion and suggestion on
Chatime’s Facebook page and other social media will be taken into
consideration.

II. Company Description

Chatime is a Taiwanese franchise that was created in 2005 and

now has over 800 retail locations in Taiwan, Malaysia, China, India, Macau,
Vietnam, Singapore, HongKong, Thailand, Korea, Philippines, Indonesia,
Australia, Dubai, Vietnam, Canada, UK,and the United States. Chatime

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Malaysia, as one of the world's leading beverage brands, aspires to
be the most loved beverage by transforming the country's
teadrin kin g cul tu re . Mala ysia ns were fi rst in trodu ced to the ta ste o f
fre shl y brewed beverages in October 2010. Chatime Malaysia only
serves handcrafted beveragesmade from freshly brewed tea manufactured
on-site.By Chatime's action plan in combining over 30 years of tea
manufacturingexpertise and experience from a team of professional
researchers, the tea drinking culture is now beginning to experience an
exciting shift - consumers are no longer satisfied with teas laden with
artificial ingredients and flavors - they want something realand flavorful. Chatime
Malaysia employs only the best imported tea leaves and qualitying red ien ts,
fre e of pre se rva ti ve s, to tran sform th e tea-dri nki ng scene .
Cha ti me combines concepts from leading Japanese tea makers and takes cues
from their qualitycontrol and design concepts to keep customers coming
back. Every cup of tea is nowfreshly prepared to order. Chatime
Malaysia will continue to provide high-quality beverages and promote a
modern tea culture in Malaysia, in keeping with the brand's promise and
dedication.In March 2014, after four years in the F&B retail market,

In March 2014, after four years in the F&B retail market, Chatime Malaysia
wasnamed the Largest Pearl Milk Tea Beverage Chain in Malaysia, with 115
stores. Bubbletea enthusiasts in Malaysia have demonstrated their passion
for the beverage andloyalty for the
business, establishing Malaysia as the fastest growing Chatime country.To
this day, Chatime is recognized as the world's first and only publicly traded
bubbletea firm, giving its success back to its customers via high-quality
drinks and services.

I II. Product and Services

In terms of the product, it can be described using the flower of service. The
core productis the variety of bubble tea that Chatime sells, but there are also
facilitating and enhancing services that help deliver and add extra value to
the service. With facilitating services there are four key components:
information, order-taking, billing, and payment. Looking at the information
aspect of the flower of service model, it is used to inform customers how to
obtain and use a product/service. On the Chatime Ottawa Facebook page, it

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can be seen the location, telephone number, and hours ofservice.
Additionally, the website is also stated in which customers can go online and
look at the menu as well as prices of the products offered. Moreover, after
each transaction, customers are given a receipt which is used as a proof of
purchase and also used to state the items that were purchased. Now looking
at the order-taking aspect, Chatime makes effective use of order entry
methods. Chatime effectively fulfills orders correctly and effectively for not
only in-person orders, but also web order orders such as Uber Eats and
Upku. Taking a look at the billing aspect, while customers are placing their
order, not only will the cashier make verbal statements of the amount due,
the total will also be displayed on the screen so that the customers are made
aware of the total amount for their purchase. Then, after the transaction has
been complete, a receipt is handed out to customers as a proof of purchase.
Finally, looking at the payment aspect, Chatime effectively handles cash and
change giving, as well as handle credit/debit card purchases. By doing this
effectively, it makes the payment process faster andnmakes it a more
cheerful experience for the customer. Now taking a look at the enhancing
services, which are meant to add value to the overall experience. There are
four types of enhancing services: consultation, hospitality, safekeeping, and
exceptions. Value can be added the entire service experience by offering
consultation to the customers. Chatime offers a wide variety of bubble teas
and it may be confusing to navigate through for first time customers. Thus,
the cashiers are trained by management understand all ofthe products
served in order to effectively recommend customers drinks that will most suit
their preference.

IV . Market and Competitive Analysis

A. 4P's

Product

Price

Promotion

Place

B. Competitors

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C. Swot Analysis

Strength

Weakness

Opportunity

Threats

D. Business Strategy

V. Financial Measurements

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VI. Conclusion

One of the top brand bevareges image in Indonesia.

They server their product with only the highest
quality tea with the choicest selections of teas and
coffees, fruit pumps and toppings they use franchising
as their business strategy Chatime continues to expand
its business ambition to the rest of the world by
spreading freshness in every cup.
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Chatime need to access rand equity in the market and

require the franchisee network does not start with a
firm plan, or any thought at all, also associated with
the franchise. Understanding change and maintain a
healthy balance of franchise relationship is the key
to franchisee process.

VII. Reference