GROUP 4

Gong Cha's Return to

Singapore: Rebuilding a
Popular Bubble Tea Franchise
Dimmas Setia Pratama (514933) Lecturer: Widya Paramita, Ph. D.
INTRODUCTION TO BUSINESS
Dionisius Maleaki Pinilih (512907)
Lutfiah Sukmaningrum (512933)
Ukhti Ghaisani Hanifah (512918)
Table of Content
1. Introduction
2. Rebuilding Gong Cha’s
Singapore Presence
3. The need to Constatly
Innovate
4. Making “Gong-Cha Plus One”
a reality
#1
Introduction
What’s your favourite?
 Have you ever
doing this?
gongcha_ugm

dimpr_ nikmat mana lagi yang kau dustakan 👉👈

Get To Know About Gong Cha

“Gong cha” ( 貢茶 ) is a
Chinese term for the act of
offering the best tea to the
Emperor.

Founded in Taiwan in 1996 and now headquartered

in the United Kingdom, Gong cha is at the cutting
edge of the global tea market. With years of skill and
expertise developed by founder Wu, Gong cha is
one of the world’s fastest-growing tea brands,
serving up high-quality drinks at more than 1,650
stores in 20 countries.
History of Gong Cha Ownership in Singapore

From 2009 when Gong Cha

Tang decided not to renew
first entered Singapore until Unison Capital appointed
his franchisee agreement
June 2017, Gong Cha's
with RTT, which had been Kang Puay Sheng as the new
operations Singapore were run
sold to Unison Capital. Then, master franchisee in Gong
by RTG Holdings, which was
Gong Cha exited the market Cha Singapore.
headed by managing director
for 6 months
Rodney Tang

2009 - June 2017 June - December 2017 December 2017 - Now

#2
Rebuilding Gong Cha’s
Singapore Presence
Rebuilding Gong Cha’s Singapore Presence
Planning Organizing
Increasing Menu Options
Sets high quality standard for
Expanding Customer Range
the human recources
Introducing Sit-Down Format
Divide the jobs of human
Launching Innovative Drinks
recources clearly
Pioneering Self-Order Kiosks

Controlling Leading
The franchise outlets of Gong
Cha controlize by the Gong Cha The main Gong Cha company
company in Singapore lead the operational outlets of
Sets the S.O.P. to every Gong Gong Cha over the world
Cha franchise outlets
Adapt to the market competition
and decrease the failure
probability
How famous is Gong Cha?

0
The Control Process in Gong Cha

Gong Cha Company has a high standard

operational to increase the consumer’s
compensation through the ingredients and
flavor of their beverages

Social Media On-site

#3
The Need to Constantly Inovate
Strategy

Gong Cha, a bubble tea drink chain, has successfully taken strategic steps to
differentiate itself from its competitors and cater to consumer tastes.
Sit down Format

Most bubble tea chain outlets

did not offer any seating,
Kang decided that one way
to differentiate Gong Cha
from its peers was to provide
seating in eight outlets, which
were dubbed "cafe outlets".
Launching Innovative Drinks

Gong Cha made sure that new

flavours were being constantly
developed and sold. Kang said that he
gave his stuff, most of whom were
young and familiar with what younger
consumers liked, the freedom to
devise new flavours, so long as he
believed that these were likely to be
commercially successful.

supported by:
Gong-Cha Terminal

As part of the Gong Cha Terminal

campaign in May 2021, selected
outlets converted into "airport
concept stores". Images of
airplanes and luggage also
dominated the store displays,
allowing customers to better
imagine that they were at an
airport and about to embark on a
flight overseas.
Pioneering Self-Order Kiosks

Self-order kiosks were introduced in

a first among Singapore bubble tea
chains. Through the kiosks,
customers could select the options
they preferred, including choice of
drink and toppings as well as ice
and sugar levels, and also make
cashless payments. Kang said this
enabled him to save at least 20
percent on manpower costs.
#4
Making “Gong-Cha Plus
One” a reality
How to realize it ?

Management Skills for the

Twenty-First Century

Gongcha's menu relatively follows

Global people's taste
Management Gong Cha is creative to follow the
Skills trend of society

Using social media (TikTok, Instagram,

Management and others) as a promotion and
and Technology marketing tool
Skills Collaboration with Grabfood, Deliveroo,
Foodpanda platforms 1

6
Conclusion

Long-Term Goal Short-Term Goal

Gong Cha tries to take part in protecting the Gong cha has a zero tolerance policy towards
environment. Gong Cha Vietnam’s use straws made any form of slavery, forced labor, or human
from sugarcane dregs. trafficking.

6
 Any
Questions?

Group 4
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