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 INTRODUCTION

Emotea is one of the food cart concept developed by Career8 Food

Cart Enterprise. Which provides an all-out support to franchisees with its
modern, and cater-to-all food cart concepts.
Career8 Food Cart Enterprise started as a group of people trying out a
new venture in food business based on the standards present on the market
today. They have standards to improve the current franchising system in our
country. Which shaped concepts based on the needs of the consumers today
through thorough research and market study.
1. WHAT IS THE CURRENT STATE OF THE INTERNAL AND EXTERNAL MARKETING ENVIRONMENT OF THE COMPANY?

• The current state of the internal and external marketing environment of the company is trying to offer more different kinds of
milktea that will make the customer satisfy.

2. WHAT ARE THE STRENGTHS AND WEAKNESSES OF THE INTERNAL MARKETING ENVIRONMENT OF THE COMPANY?

STRENGTHS WEAKNESS
Product Familiarity Many competitors
Customer Value High rental
Responsiveness Not able to cater to everyone’s dietary or
Fresh allergy concerns.
Many different flavors
Cheaper price
Long business hours ( 2pm-12mn)

3. WHAT ARE THE OPPORTUNITIES AND THREATS OF THE COMPANY’S EXTERNAL ENVIRONMENT?

OPPORTUNITIES THREATS
Huge market Seasonal Demand
Profitable Location (infront of elementary and Existing food trucks
secondary school)
Trendy Product

4. WHAT ARE THE STRATEGIC MARKETING PROGRAMS RECOMMENDED FOR THE COMPANY BASED ON THE RESULT OF THE
ANALYSIS.

• The Emotea has a funky and eye- catching cups, functional packaging , cool, new and unusual, unique drinking experience, aspects of
play ( pearls, oversized straws) variety of flavors, sweet, refreshing, for hip & young people, healthier alternative to heavy- sugar
drinks.
 THE OBJECTIVES OF THE RESEARCH
1. To determine the current state of the
internal and external marketing
environment of the Emotea
2. To determine the strengths and
weaknesses of the internal marketing
environment of the Emotea.
3. To determine the opportunities and
threats of the company’s external
environment.
4. To formulate a Strategic Marketing Plan
for Emotea.
S I G N I F I C A N C E O F T H E S T U DY
• The result of this study will be beneficial to
the retail industry for them to know if they
meet the satisfactory of their customers.
They will also have an idea of what people
like and what brand to sell to the end user
or consumers. Consumers will become
curious due to information they will get
from this research. When they know about
milktea products, they have the power to
decide if they will buy milk tea or not.
Popularity of a brand are important.
 S C O P E A N D L I M I TAT I O N S
• This research is to study about factors
affecting decision making on purchasing milk
tea in front of St.Therese Academy School
based on respondent’s experience in
consuming this beverage this research, For the
scope of this study are about demographic,
consumer decision making, consumer behavior,
and marketing mix. The limitations of this
study, researcher didn’t have the statistic about
the certain amount of people who drink a
pearl milk tea to support in this research
BU S I N E S S R E V I E W
The business sector of this research belongs to beverage field.
This kind of business is quite popular here in the Philippines
current market.
Going into the milk tea business requires the entrepreneur to be
innovative and creative when mixing blends or thinking up base
for the tea. However, as this is not a popular business you will
need the help of a business consultant to help you conduct a
market research on the viability of this business. It is from the
findings of the consultant that will help you determine if the
business is worth starting up or if it should remain just a business
idea.
After getting positive feedback from your business consultant, you
will need to write a business plan for your bubble tea business. A
business plan is very important pieces of document that will help
you critically know if the business is going to succeed or fail.
The business plan takes into account factors how you intend to
market and sell your product, your financial analysis as well as
what business structure you intend to have for your company.
 SITUATION ANALYSIS

Micro Analysis Macro Environment

Company Demographic
• Milk tea is most popular beverage in the country • Target lower, middles section of the society in
Southville
Market Intermediaries • Target the students near and students in St. Therese
• Second Milk tea business in Southville to setup Academy School.
processing and facilitates the teal itself.
Political Factors
Competitors • No political factors affecting EmoTea
• TeaGang
• Intensitea blends Economical factor
• HumidiTea • Budget
• Reduction of customers
Customers • Seasonal
• People preferring milk tea within different flavors
based on their choice of price. Social
• Not able to sell in all areas because of different taste
preferences and low budget of the students.
 MARKETING STRATEGY

Deciding our marketing and sales strategy is very important to us as we understand

that without marketing we will be unable to sustain the business and grow it to the level that we
intend. Due to the importance of marketing and sales, we intend to conduct a thorough marketing
analysis that will enable us understand the market we intend going into and the best way to
penetrate.
Asides from helping us understand our target market, the marketing research would also help us
better structure our business so as to be able to be proactive whilst dealing with our customers
and their varying demands. Having the right marketing strategy would also help set us apart from
our competitors and also allow us to favorably compete with them.
Not getting the marketing strategies right could lead to a lot of customers leaving and potential
ones not willing to come in and so we have engaged the services of a reputable marketing
consultant who not only understands the beverage market but is also knowledgeable on what to
do to enable us have the customers that we might need for our milk tea business.
 REVIEW OF RELATED LITERATURE

Point-of-Sales Transaction
A point of sale transaction is an exchange between a buyer and seller at a specific “place.” This place can be a physical
location, such as a store front or vendor’s cart, or a virtual location such as a call-in number or website. The means
through which a business owner captures the information related to a point of sale transaction is referred to as a POS
system.
Inventory System
Inventory management is vitally important for any business that sells a physical product. An inventory system must balance
having enough inventories on hand to meet the demand of customers while investing as little money as possible in
inventory. Perishable products add another dimension of management considerations because they must be cycled
through the inventory system more quickly and stored in a way that preserves their value.
Costing system
A cost accounting system (also called product costing system or costing system) is a framework used by firms to estimate
the cost of their products for profitability analysis, inventory valuation and cost control
 RESEARCH AND METHODOLOGY
This study will utilize Using this methods of
research, the researchers will identify the major problems occur
in the current environmental scanning of the Emotea, the
advantages and disadvantages of the current system and so that
the researchers will identify what would be the solution for the
problems that the current system has. Research will be employed
in different phases of the project.
Specifically, the proponents will be using descriptive research in
identifying and defining the nature, scope and conduct of the
existing system so that the project will have a full grasp of how
they are going to identify the external and internal environment
of the business.
Additionally, it will allow them to infuse innovation into the
project to make it even more useful and accessible to its target
users and beneficiaries. Also, upon completing the project, the
output utilized the internal and external environment of the
Emotea and will be subjected to testing and evaluation using
instruments that will be devised by the project team in order to
gauge strength, weaknesses, oppurtunities and threats as well as
to determine its readiness for deployment.
R E C O M M E N D AT I O N
Instead of focusing your energy on outdoing the
competition, invest in becoming a customer-centric
organization. This way, you will boost buyer loyalty especially
students who just have to cross the street to buy your
product even though competitors are nearby Emotea has
and edge as being located just infront of the school itself (
STSS) easily defend against aggressive suppliers or vendors
intent on stealing your clients. At the end of the day, it is
your users not your competitor who have the power to
make or break your business.
Avoid letting rivalries ( intensitea and TEAgang) to turn sour
and negatively impact your business. Invest in taking full
advantage of the opportunities available when there are
other companies targeting the same audience and buyer