MARKETING PLAN

II Study Backround
The Fred Tea , it is a family business. This company aims to serve a natural good quality
drinks and satisfy the desire taste of the customer, in order to make the business grow
and will make another product and put up a new store. The Fred Tea has only one
flavored which is Caramel Milktea.
III. MACRO ENVIRONMENTAL ANALYSIS
A. Economic
The country’s unemployment rate improved to 4.8% in January 2023 from 6.4% in
the same period a year earlier, even lower than pre-pandemic levels. Some 4.1
million jobs were added over the year, mainly from the services sector as the
tourism started to rebound from the COVID-19 pandemic. Inflation is expected to
average 6.2% in 2023 before easing to 4.0% in 2024, according to the report. Local
food supply constraints and rising global commodity prices led to high inflation rates
in early 2023. Inflation is projected to decelerate in the second half of 2023 and
through 2024 as the series of monetary policy tightening take effect and noglobal
commodity prices ease.
B. Politico-Legal
Increase or decrease in tax could affect the selling of products. The government
might increase taxes, the decision will have a direct effect on our businesses. The
company must always stay up-to-date with such political factors. Factors, such as
employment laws, impact employer-employee relations, and when they are
unfavorable, the business may lose its most important resource.
C. Socio-cultural
The Caramel was is so Good to the people who drinks it, and it serves a product that
all people can buy, and it gives an affordable prices which starts to P35, small cup
and P70, Big cup.
D. Demographic
The Caramel Milktea is a good quality product with the price. Its target are the
people ages 5-50 years old, because these ages demands a drinks such as Caramel
Milktea. E. Technological This is the technological way of making a product for a
company, so that the product can be made and delivered faster F. Natural All the
products’ resources and raw materials are available in the market already, this
advantage helps more the company.
IV. OPPORTUNITIES AND THREATS

Opportunities Threats
No direct competition Economic crisis
More salable in this hot weather Resistance to change new concept
Highly demand Climate change
Family reunification There are many strong competitors in
the market.
Social events

V. MICRO-ENVIRONMENTAL ANALYSIS
A. The company
All the supplies and ingredients that are needed in the business is already available
in the market of the City. The staff of the company which is a family member are the
middlemen, who promote the product through marketing channels, which builds
customer relationships and ultimately increases brand loyalty and awareness. From
the company’s point of view it is always better to have customer from various
groups and legions for that easily sustains demand for the company’s product. The
company’s staff are well oriented fully oriented in the business, family members in
the business are good in marketing, and had a good testimony in where their
business located. The company has an established name and reputation in this area,
and product introduction should encounter little resistance.
B. Supplies
All the supplies and ingredients that are needed in the business is already available
in the market of the City.
C. Marketing Intermediaries
The staff of the company which is a family member are the middlemen, who
promote the product through marketing channels, which builds customer
relationships and ultimately increases brand loyalty and awareness.
D. Customers
In the business customers are the most important person, Fruit Light drinks might
satisfy their needs especially in this hot weather. From the company’s point of view it
is always better to have customer from various groups and legions for that easily
sustains demand for the company’s product.
E. Competition
The business was putted on a good place where no one sells a Caramel Milk tea ,
also it is near in the house of the owner, and the people who will pass in the way
will clearly see the store.
F. Publics
The company’s staff are well oriented fully oriented in the business, family member
and friends in the business are good in marketing and had a good testimony in
where their business located.
VI. STRENGTH AND WEAKNESS

Strength Weakness
High Quality Services Low feedback
Good place Low money
High recommended for teens Time management
Good quality of Tea

VII. THE MARKET

A. Market Sale
Many people right now like a drink due to this hot weather, in projection perspective,
as the people buyer by in the store of the amount of sales of P895 or P1506, it
depends on their preferences.
B. Market Needs
The business was put up on a good place, where there's no one sells the same
products of course, the products that we have is highly demanded by the close
friends, close neighbors and young teens and adults who passes by.
C. Market Trends
Bad feedback are well expected, but it also a threat on our business because some
people these they don't give a second chance, they might say to others not to buy
drinks from us.
VIII. MARKETING OBJECTIVES
Fred Tea should establish an objective to achieve its mission and vision which is to
be one of the best milk tea shop and to continue brewing teas in the next 10 years.
The main marketing objective of Fred Tea is to gain more market share by making
the products available on online food delivery applications and opening another. And
to develop new products that other milk tea shops do not have thus making
customers think that there is no substitute to their product or there is no other milk
tea on the same level of Fred Tea. To achieve these marketing objectives, Fred Tea
needs to establish its marketing strategies that will help them accomplish it one by
one.
IX. MARKETING STRATEGIES
A. Product/ Services strategies
1.Target Markets
The Fred Tea’s target market will remain the same, targeting customers in general
and do not have specific gender or age bracket. But Fred Tea is planning to gather
more customer by making the product available and accessible, either online or not
to the customers.
2. Brand Positioning
Caramel Tea maintained a commitment to the production of high-quality Milk tea. Its
positioning strategy became more customer-focus. In other words, they
concentrated of giving customers not just the product they needed but the
experiences they were lacking.
B. PRICING STRATEGY
The product is a good-value, cost-based pricing. The pricing coincide with the
quality of the products.