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Candidate: Kil, Chris 11A

Candidate No:

School: Brent International School Subic

Date of Submission: May 21, 2014

Business Internal Assessment (High Level)

Should Dakasi Bubble Milk Tea change its marketing mix in

order to attract more customers?

Number of Actual Words: 1991

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Acknowledgements

This research will not be successful without the people who helped me in this study. I

really appreciate the following people for their assistance:

First, to the Dakasi Bubble Milk Tea Manager, for allowing me to do the survey

questionnaire.

Second, to the customers of Dakasi Bubble Tea, who are so friendly, understanding

and patient in answering the questionnaires.

And last, to my Business Management teacher, Mr. Means, who taught me everything

that I need to know about business and management. His lessons helped me in making the

conclusions and analysis about the results of my study.

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-The Researcher-

Executive Summary

This study is about the level of satisfaction of Dakasi Bubble Tea, Harbor Point

Branch customers in terms of its marketing mix. The researcher asked the Manager’s

permission for the research and after the manager approved the research, the researcher

conducted the survey. Survey questionnaire was used in order to know the customer’s

opinion about the marketing mix of Dakasi Bubble Tea. The answers were collected and

analyzed to make conclusions and recommendations. According to the survey, most of the

customers are 21 to 30 years old, male, and they usually go to the store once a week. For the

marketing mix, most of the customers are strongly satisfied with the product and place. They

are neutral in terms of price and promotion. Most of the customers recommended free wi-fi,

cheaper price, and more tables and chairs. From the information collected and analyzed, it is

clear that the store has to decrease its price and add more ways of promoting its store.

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.

Table of Contents

Executive Summary………………………………………………………………………….. 3

Introduction…………………………………………………………………………………....5

Research Question……………………………………………………………………………..5

Procedure or Method…………………………………………………………………………..5

Main Results and Findings

Demographic Profile of the Respondents……………………………………………..6

Gender…………………………………………………………………………6

Age…………………………………………………………………………….6

Drinking Patterns of the Respondents…………………………………………………7

Marketing Mix………………………………………………………………………..7

Product………………………………………………………………………..7

Price…………………………………………………………………………..7

Place………………………………………………………………………….8

Promotion…………………………………………………………………….8

Customer’s Recommendation…………………………………………………………8

Analysis and Discussion……………………………………………………………………..9

Conclusions and Recommendations………………………………………………………….10

Bibliography………………………………………………………………………………….12

Appendix…………………………………………………………………………………......13

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INTRODUCTION

Dakasi Bubble Milk Tea is a franchise milk tea from Taiwan. It can be found mostly

in Southeast Asia and mostly in China. Its products range from drinks whether it’s hot or cold

drinks, and they also have some snacks such as taco salad, Chinese bread, etc. There is only

one branch of Dakasi Bubble Milk Tea in Subic Bay and that is in Harbor Point Mall.

Marketing mix is a business tool used by a company in order to have a successful

business. Marketing mix is the combination of elements needed to successfully market a

product (Paul Hoang, 2011). The marketing mix is composed of 4 P’s which are Price, Place,

Product, and Promotion. These four P’s should always be present and should be the focus of

the company so it can be successful.

The main focus of this research is the marketing mix of the company. The first P,

product, is the physical good that a company is selling. In Dakasi Bubble Milk Tea, their

products are usually milk tea drinks and some different variety of snacks. The second P, price,

refers to the cost of the company’s products. The range of the price of the company’s

products are from P80 to P150 including add-ons. The third P, place, means the location of

the shop. Dakasi Bubble Milk Tea has only one store in Subic Bay Freeport Zone which is in

Harbor Point. The last P is promotion which is how the store promotes its product.

A company or store depends on its marketing mix. If the marketing mix is strong and stable,

it will contribute also to the success of the company. The marketing mix will draw many

customers to purchase the store’s products, therefore giving the store profit and reputation.

This is how the researcher came up with the title “Should Dakasi Bubble Milk Tea change

its marketing mix in order to attract more customers?

RESEARCH QUESTION

Should Dakasi Bubble Milk Tea change its marketing mix in order to attract more

customers?

PROCEDURE OR METHOD

Before conducting the research, the researcher first identified a company for his

research. A research proposal was made and was presented to the Business and Management

teacher. After getting an approval, the researcher made a letter of permission to the manager

of the store along with the survey questionnaires. The manager allowed the researcher to

continue with the research.

The survey questionnaires were used to gather information from the customers. The

survey was made easy to answer by just writing a check from the options. It was made like

that so the customers won’t feel very tired by answering the questions. The researcher

approached the customers and asked their help in answering the survey questionnaires. It will

also be written using the English language since many Filipinos can understand English and

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there are also some foreigners who buy from that shop. Thirty customers were used as

respondents.

If there is another research like this that will be conducted again, I will include

the other milk tea stores in Subic Bay or in Harbor Point Mall. It will be a good research

because more comparison will be made and the market share of the different stores will also

be checked.

MAIN RESULTS AND FINDINGS

DEMOGRAPHIC PROFILE OF THE RESPONDENTS

Figure 1

Demographic Profile of the Respondents in Terms of Age

According to the graph, most of Dakasi customers were from 21-30. Ages 11-20 was

the second highest, but under 10 years old and over 40years old were the lowest.

Figure 2

Demographic Profile of the Respondents in Terms of Gender

The graph shows that most of the customers were male, and there were only 12

female customers during the survey.

Age of Customers

Under 10 yearsold

11~20

21~30

Gender of the Customers

Male

Female

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Figure 3

Frequency of Visits to the Dakasi

Most of the respondents go to Dakasi store once a week, while none of the customers

were first timers.

LEVEL OF CUSTOMER’S SATISFACTION IN MARKETING MIX

Product

Table 1

Customer’s Satisfaction on Products of Dakasi Bubble Milk Tea

Comments Weighted Mean Interpretation I was satisfied with the taste of their drinks 4.27 Strongly Agreed I was satisfied with the different kinds of their drinks 4.70 Strongly agreed I was satisfied with their snacks 4.17 Agreed I was satisfied with over all quality of food and drinks 4.67 Strongly Agreed

According to the table above, the customers were strongly satisfied with the over-all

quality of Dakasi foods and drinks. However, they were just satisfied with the taste of their

snacks.

Price

Table 2

Customer’s Satisfaction on Price of Products

Comments Weighted

Mean

Interpretation

I was satisfied with the price of their drinks 2.93 Neutral I was satisfied with the price of their snacks 2.87 Neutral I was satisfied with the price on their ‘add-ons’ 2.70 Neutral I was satisfied with over all price of their product. 2.97 Neutral

This table shows that the customers were neutral in terms of the price of drinks,

snacks, and their add-ons.

02468

10121416

Daily Once aweek

Morethan

once aweek

Once amonth

First time

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Place

Table 3

Customer’s Satisfaction on the Location of the Store

Comments Weighted

Mean

Interpretation

I was satisfied with the location of their shop 4.67 Strongly Agreed The shop was clean and neat 4.80 Strongly Agreed It is easy to find the shop 4.07 Agreed

According to the table above, the customers were strongly satisfied with the location

and the cleanliness of the shop. Also, the customers in terms of finding the shop among

hundreds of shops in Harbor Point Mall.

Promotion

Table 4

Customer’s Satisfaction on the Promotion of the Store

Comments Weighted

Mean

Interpretation

I was satisfied with the service of the staffs 3.87 Agreed The shop is famous 3.10 Neutral I was satisfied with the promotion of the shop 3.30 Neutral

The table above shows that the staff of Dakasi Bubble Milk Tea is friendly and the

customers were satisfied with their service. However, the customers were just neutral

regarding the popularity and promotion of the shop.

Recommendations from the Customers

Figure 4

According to the graph above, most of the customers would like the store to decrease

its product price or to make it affordable for the custiomers. The other three customers

suggested to have free wi-fi on the store, while the others suggested more advertisements,

more tables and more details with the menu.

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ANALYSIS AND DISCUSSION

Demographic Profile of the Respondents

Gender

Most of the customers of Dakasi Bubble Milk Tea were male. It means that men

like to drink Milk Tea than females.

Age Group

Most of the customers that drink milk tea are from 21 to 30 years old. This age

group is for employees or professionals who can afford to pay some amount of

money. The next age group is the 11-20 years old, then 31 to 40, and lastly under 10

years and above 40 years old. This means that children under the age 10 are not very

familiar with this kind of drink, while the same reason can also be applied to people

over 40 years old.

Customers’ Satisfaction of the Products

The main products of Dakasi Bubble Milk Tea are their variety of milk tea drinks and

snacks. The product is the face of the store and it is the main reason why people go to this

store. According to the survey, the customers are strongly satisfied with the taste of drinksand

the different flavors of drinks. However, they were just satisfied with the snacks. It means

that the store has to improve its menu of snacks and improve its tastes.

Price

The company gets profit from the product’s price. If the products are too expensive,

some customers will not buy the products. Customers would like to have value for their

money. The survey showed that most customers were neutral when it comes to the pricing of

their drinks and snacks. It got a low score which means that the customers are not happy with

the prices of the products. If customers think that the product is too expensive, they will not

buy the product and the company will lose many profits.

Place

Dakasi Bubble Milk Tea is located inside of Subic Bay Freeport Zone. It has only one

store in Subic and Olongapo City, and it is inside Harbor Point Mall. A place is very

important because customers should reach the store easily, so the store can get more

customners. From the survey, the customers were satisfied with the location of the store and

its appearance. It is clean and neat and many people can be attracted to its store. However, the

customers were not strongly satisfied because the store is not that easy to find. Harbor Point

Mall has a lot of shops and stores and it will be difficult for first timers to find the store.

Promotion

Promotion in a store is very important because it can get many customers to go in the

store. It will give idea and interest to customers. The survey shows that the customers were

satisfied with the service of the staff. This means that the staff were good to customers.

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However, the customers responded neutral to the advertisements and the fame of the store.

This only menas that the store has to improve its promotion, so many customers can know

about Dakasi.

Customers’ Recommendations

The researcher also got the customer’s suggestions to the store. From the survey about

the price, it seems that the customers were not satisfied with the price. This made them write

“cheaper price” on the recommendation section. Also, there is free wi-fi in Harbor Point but

it is not that strong so many customers would like to enjoy a stronger wi-fi inside of the store.

There were also few tables and chairs, advertisements, and detailed menu that is why the

customers recommended them.

CONCLUSIONS AND RECOMMENDATIONS

After the analysis of the data, the research can conclude that:

Most of the customers of Starbucks Harbor Point are male, age 21 to 30 years old.

- The store must add a menu that will attract many females to buy their products.

They must think of a new flavor that females will like. Also, there should be

flavors that is not too strong for children and older adults.

The customers were strongly satisfied with the products of the store, especially the

drinks but not the snacks.

- The store should make a menu of snacks that are famous and appealing to the

customers. They could also make a combination of drinks with snacks so that

customers can try the snacks and not only the drinks.

The customers are “neutral” regarding the cost of the products. This also means that

the customers are not satisfied with the price.

- The store can give discounts for many or group orders. Then, it is highly

recommended to decrease the price by 10 percent so that most customers can

afford to buy the products.

The customers were strongly satisfied with the location of the store and its

environment (cleanliness). However, the customers were just satisfied with the

finding of the store.

- The store must make a sign that can be seen by many customers going to Harbor

Point Mall. The store may be accessible because it is just in Harbor Point, but it is

difficult to find. It is better that the store make a huge and colorful signboard in

the store.

- They need to add more tables and chairs.

The customers were satisfied with the services of the staffs. However, they are just

neutral with the promotion of the store.

- It will be good if there will be Dakasi staff outside of the store, walking around

Harbor Point Mall, carrying free snacks or brochure with discounts and giving it

to customers. This will attract new customers to the store.

- They should include free wi-fi in their area.

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- They should advertise on the radio so many people will be interested and hear

about Dakasi Bubble Milk Tea.

Dakasi bubble tea must change its Marketing Mix specially price and promotion in

order to attract many customers

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Bibliography

"About Dakasi." Dakasi Philippines. Web. 20 May 2014.

"Dakasi: The Happiest Place to Satisfy Your Milk Tea Craving." Kristn. Web. 20 May 2014.

"Halo-Halo Milk Tea, Anyone? Taiwanese Dakasi Puts Pinoy Twist to Its Drink."Lifestyle

InterAksyoncom. Web. 20 May 2014.

Hoang, Paul. Business & Management. 2nd ed. Melton, Vic.: IBID, 2007. Print.

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Appendix

Survey Questionnaire

Instruction: Please put a check on the boxes that correspond to your answer.

Name: (Optional) Date:

Age Gender:

Under 10 years old Male

11-20 Female

21-30

31-40

Over 40 years old

How many times do you go to Dakasi?

Daily

Once a week

More than once a week

Once a month

First time

The Level of Satisfaction of Customers in terms of Product, Price, Place, and Promotion

Please check on the numbers on the table that will correspond to your answers

1- Strongly Disagree

2- Disagree

3- Neutral

4- Agree

5- Strongly Agree

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Product

Comments 1 2 3 4 5

I was satisfied with the taste of their drinks

I was satisfied with the different kinds of their drinks

I was satisfied with their snacks

I was satisfied with over all quality of food and drinks

Price

Comments 1 2 3 4 5

I was satisfied with the price of their drinks

I was satisfied with the price of their snacks

I was satisfied with the price on their ‘add-ons’

I was satisfied with over all price of their product.

Place

Comments 1 2 3 4 5

I was satisfied with the location of their shop

The shop was clean and neat

It is easy to find the shop

Promotion

Comments 1 2 3 4 5

I was satisfied with the service of the staffs

The shop is famous

I was satisfied with the promotion of the shop

Do you have any suggestions?___________________________

THANK YOU VERY MUCH