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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.
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 Blends Dagupan. 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
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,
The cause-effect relationship for the True Blends Dagupan involves two
tea shops.
Input-Process-Output (IPO)
Statement of the Problem
business, particularly a milktea shop named True Blends in Dagupan, with the
competition?
consumer’s perception?
Hypothesis
researchers have chosen True Blends Dagupan, one of the first milk tea shops
in the city, which has been operating for years until now.
Despite the stiff competition, True Blends Dagupan may have prolonged
signature products. Their age or generation may also affect their behavior in
relation as to why True Blends Dagupan is still operating until now. And
finally, the geographical location of the said business may also contribute to
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 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 their
marketing strategies.
results (Brutus, Aguinis, & Wassmer, 2013). One limitation was that
needed in conducting this study. Participant bias may alter the results of this
research study.
Delimitations are restrictions or boundaries that researchers impose to
the research and analysis process (Bartoska & Subrt, 2012). One delimitation
in conducting this study was the geographical area. This research did not
throughout the Philippines, the focus of this study was on the competition of