The Business Strategy of King and Queen Milk tea in General Santos

City

An Undergraduate Thesis Presented to the Faculty and Staff of

College Business and Management Goldenstate College, General
Santos City

In Partial Fulfillment of the Requirements for the Degree Bachelor of

Science in Business Administration major in Marketing Management

MR. ADRIAN S. NICOLAS, MBM

Course Facilitator

BY:
BUHAT, LIEZEL JANE S.
DAUD, RAFAEL C.
DELA ROSA, RAIZA
EDER, ARIANNE JOY
GEMIDA, JOSE DANTE
PORAL, CARL IVAN
REYES, EDWARD
ROMERO, VENUS JANE T.

APRIL 2021
 CHAPTER I

THE PROBLEM AND ITS SETTING

INTRODUCTION

The term “milk tea” refers to any tea drink with milk added. It can be as simple as

a splash of milk in a hot cup of tea, or it can be a complex recipe including various

ingredients, like the popular bubble tea…Milk tea is enjoyed throughout the world as

both a hot and cold beverage.

It originated in Hongkong, and may have its origins in the introduction of the

practice of drinking afternoon tea with milk and sugar under British colonial rule. When

using evaporated milk, sugar is often added to sweeten the tea. In 2008, the first milk

tea store opened in San Juan City, and since then, Filipinos were drawn towards this

tasty drink. The popularity of milk tea among youngsters can also be attributed to it

being a convenient drink.

One of the most common milk tea shop in General Santos City is King and

Queen Tea in Yumang General Santos City. They offer buy 1 take 1 and they have a lot

of offers like kiwi, green apple fruit tea, blueberry fruit tea, creampuff oreo, Okinawa milk

and the most saleable dark choco milk tea.

STATEMENT OF THE PROBLEM

In this research, the proponents would like to determine the Business Strategy of

King and Queen Milk Tea at Yumang Street General Santos City.

1. What is the demographic profile of the respondents in terms of?

A. Age;

B. Gender;

C. Civil Status;

D. Educational Attainment;

2. What are the marketing strategy of King and Queen Milk Tea?

A. Freebies

B. Discounts

C. Taste –test

D. Innovation

3. How effective are these strategies in marketing products?

4. What are the factors they consider in making up these product

OBJECTIVE OF THE STUDY

The study about the Business Strategy of King and Queen Milk Tea in General

Santos City seeks to attain the following objectives:

1. To determine the demographic profile of the respondents in terms of:

A. Age

B. Gender

C. Civil Status
 2. To determine the factors that influences customer purchase decision of King and

Queen Milk Tea of:

A. Product Quality

B. Customer Satisfaction

C. Customer Service

3. To determine the significant relationship between product quality and customer

satisfaction of King and Queen Milk Tea.

4. To define the possible strategies for A King and Queen Milk Tea to improve sales

and marketability.

Hypothesis

Ho1. Marketing strategies is important to business.

Ho2. Marketing strategies is not important to business.

SCOPE AND DELIMITATION OF THE STUDY

The focus of the study is about the Business Strategy of King and Queen Milk

Tea in Yumang Street General Santos City. The study limits only finding out the

answers to the said research.

The study will be conducted in King and Queen Milk Tea located in Yumang

Street General Santos City.

 The researchers will provide a questionnaire to the manager of King and Queen

Milk Tea located in Yumang Street General Santos City.

Significance of the Study

Manager so that they will know the importance of selling their product and what

are those marketing strategy should be used.

Entrepreneur. This study will help potential entrepreneur to establish business in

the future

To the future researchers, so that this will set as their guide as they make their

own thesis in the future.

DEFINITION OF TERMS

Business – is defined as an organization or enterprising entity engaged in commercial,

industrial or professional activities.

Strategy – is an action that managers take to attain one or more of the organization

goals.

Customer – is an individual or business that purchases another company’s goods and

services.

General Santos City – the coverage area of the study to look for respondents.
CHAPTER II
CONCEPTUAL FRAME WORK

INPUT Process Output

Questionnaire
 Identifying the
Demographic Profile
of the Respondents
The kind Marketing
Strategy used as to
attract customer The Marketing
Strategy of King and
The effectiveness of
Queen Milk Tea in
Strategies in
General Santos City.
Marketing the
Products
The Factors
considered in Making
Strategies

The researcher paradigm that guided this study shows in Figure above. It follows

the Input – Process – Output approach.

The input of the study consisted of Identifying the Demographic Profile of the

Respondents, The Kind of Marketing Strategy used as to attract Customer, The

effectiveness of Strategies in Marketing the Products, and The Factors considered in

Making Strategies. These instruments carry information and will provide answers to the

question to achieve the output as result.

The output consisted The Business Strategy of King and Queen Milk Tea in

General Santos City

 The process composed of questionnaires. The statement of the problem will be

used to interpret, discuss and provide an explanation of the study to come up with the

output to meet the expected result.

The output consisted The Business Strategy of King and Queen Milk Tea in

General Santos City.

CHAPTER III

METHODOLOGY
 This chapter presents the Research Design, Research Local, Research

Respondents, Research Instruments, Research Data Gathering Procedure and

Statistical Treatment. This study to be conducted to be able to find out the Business

Strategy of King and Queen Milk Tea in General Santos City.

RESEARCH DESIGN

These researchers will utilize descriptive quantitative method. A method used to

obtain information relating to the current status of an issue. It is widely accepted that

descriptive quantitative is a fact-finding study that involves adequate and accurate

interpretation of finding. This method was chosen to meet the objectives of the study

namely to determine the business strategy of King and Queen Milk Tea in General

Santos City.

RESEARCH LOCALE

The locale research is located at Yumang Street General Santos City.

RESEARCH RESPONDENTS

The respondents of the study are the marketing manager of the Milk Tea Shop.

The marketing managers are the one who are knowledgeable enough about the

marketing strategies of milk tea shop. They will be answering the questionnaires that

the researchers prepared which supplies the information to the researchers need.

RESEARCH INSTRUMENTS
 The research instruments that will utilize in the study is a researcher made

questionnaires. Questionnaires will be used to acquire descriptive quantitative data. It is

appropriate due to the nature of the research study and the type of questions to be

answered. Questionnaires will be answerable by; A lot, Moderately, Somewhat and Not

at all. The Questionnaires aim to answer the research objectives.

RESEARCH DATA GATHERING PROCEDURE

To begin the study, the researchers will be issuing letters of authorization and

deliver it in King and Queen Milk Tea in General Santos City to know the respondents

and will wait until the request approved. The milk tea shop who approved the

permission letters will be the respondents of the study. When the permission letter being

approved, the distribution of questionnaires follows, the researcher will brief the

respondents regarding to the questionnaires and a day of collecting. The researchers

will set days of two to three in collecting.

RESEARCH STATISTICAL TREATMENT

In order to statistically treat the data gathered from the respondents and interpret well

the responses, the researchers will utilize below formula in statistics:

1. Relative frequency is used to convert frequency to percentage.

Formula

Fn x 100%

Where:

f= frequency

n= total number of respondents

2. Weighted Mean is used to give the descriptive interpretation of the gathered

data.

Formula:

∑ fx
X=
n

Where:

f= frequency / number of answers

x= numerical value

n= total number of respondents

3. The responses to Questions in the variables were scaled using the “four-

point-scale” system and given weight as follows:

Rate Verbal Interpretation Range

4 Strongly Agree 3.26 - 4.0
3 Somewhat Agree 2.51 – 3.25
2 Neither Agree nor 1.76 – 2.50

Disagree
1 Strongly Disagree 1.0 – 1.75
QUESTIONNAIRE
The Business Strategy of King and Queen Milk tea in General Santos
City
Name of the Milk Tea Shop: ____________________
1. Demographic Profile of Respondents
Name: _____________________________ Birthdate: ____________
Age: _________
Gender: _______
Civil Status: _________
Instruction: Please read carefully and check (✓) the corresponding boxes for

your answer(s).

Questions 4 3 2 1
1. Does the customer satisfy the taste of milk tea?
2. Do the price of each menu suits the quality of the
food being served?
3. Does the marketing strategy effective to gain
more customer?
4. Does the marketing strategy help the business?
5. Do the food being served are attractable?
6. Did you encounter of a complaining customer
because of your product?
7. Do you think marketing strategy is important to

your business?
8. Did you change your marketing strategies every
month or week?
9. Did you experience biggest treat in your business
in terms of marketing?
10. Did you have any difficulties in marketing the
products?
11. Are there any changes in the market ever since
the business started?
 12. Did you use innovation to your marketing
strategy?
13. Did you use social media as one of your
marketing strategy?
14. Do you think your business will expound because
of marketing strategy?
15. Does the customer compliment your product?

Legend: 4 Strongly Agree

3 Somewhat Agree
2 Neither Agree nor Disagree
1 Strongly Disagree