Situation Analysis Chapter 1: Project Overview

1.1   Introduction

Gong Cha (贡茶) is a popular bubble tea chain that was established in Kaohsiung, Taiwan in 2006, and since 2009, has since swept Singapore, Hong Kong, China, Macau, Philippines and Malaysia by storm.

The term “Gong Cha” is translated as the ancient act of offering tea to royalty, such as the Emperor of China. In the same way, Gong Cha hopes to offer only the best quality tea to everyone around the world because the customers are like royalty to Gong Cha.

Gong Cha only uses high-quality tea leaves that are brewed fresh on a daily basis. Gong Cha is adamant on using only the freshest brewed tea that they change it every 4 hours. Gong Cha also uses high-grade ultraviolet filters also to ensure that the water used is free from harmful bacteria.

1.2   Problem Statement and Issues

    Gong Cha is newly introduced to Malaysia so it is not nearly as prominent as their main competitors, Chatime and Yippee Cup. Hence, Gong Cha products seem unknown and struggle to make an impression among consumers.

    Bubble Tea left a bad impression in consumers’ mind after the news of a Taiwanese product commonly used in bubble tea drinks has been confirmed by the Health Ministry to be contaminated with Carcinogen Diethylhexyl Phthalate (DEHP). Some people are afraid to consume bubble tea even after Gong Cha & Chatime have clarified that their product are safe and passed the DEHP test.

1.3  Objectives and Aims

1.3.1 Objectives

·         To promote the special features of Gong Cha.

·         To build a stronger brand image for Gong Cha.

·         To introduce a healthier alternative to the consumers.

1.3.2 Aims

·         Gong Cha is able to leave a strong impression in consumers mind.

·         Consumers who are health conscious would give bubble tea a try.