Situation Analysis Chapter 3: The Company

3.1 Company Overview

Teafe (M) Sdn Bhd was founded in April 2011 is trying to make a stand in the food and beverage industry. The company is in charge of only 1 food and beverage product which is the popular bubble tea chain from Taiwan – Gong Cha.

Teafe (M) Sdn Bhd is a home based business located in Kuala Lumpur. Teafe (M) Sdn Bhd had extended Gong Cha to 3 outlets in The Gardens Mall, Subang Jaya SS15 and KLCC, reasserting its vision in providing authentic, best quality product to consumers.

3.2 Business Description

Teafe (M) Sdn Bhd, a home based company that focuses on the manufacture of beverages. Teafe (M) Sdn Bhd is the master franchisor of the popular bubble tea chain from Taiwan which is Gong Cha and to satisfy the meticulous taste of consumers, Teafe (M) Sdn Bhd brings in the technique and imports all raw materials such as pearls and tea, and equipments all the way from Taiwan so that consumers’ in Malaysia is able to taste the authenticity of Gong Cha.

3.3 Company History

Teafe (M) Sdn Bhd is established in April 2011 and is one of the rising companies in the food and beverage industry. The founder of Teafe (M) Sdn bhd is Billy Koh Cheng Yee who is also the director of the company. Billy Koh, 28, met up with the distributors in Taiwan last year and obtained the master franchise license of Gong Cha with RM 2 million and he opened Gong Cha’s first outlet in April 2011 with a start-up capital of RM200, 000.

3.4 Key People

Name	Job Title	Board
Billy Koh Cheng Yee	Chairman	Executive Board
Tan Han Yin	Director	Executive Board

 3.5 Location and Subsidiaries

Location:

·         Head Office

GONG CHA

No.3, Jalan SS15/7,

47500 Subang Jaya,

Selangor Darul Ehsan, Malaysia.

Tel          : +603-56383328

Fax         : +603-56387708

Email     : info@gong-cha.com.my

Subsidiaries

·         Gong Cha @ The Gardens Mall

S-238B, 2^nd Floor, The Gardens Mall, Mid Valley City, Lingkaran Syed Putra, 59200 Kuala Lumpur, Malaysia

Tel: +603-22849328

·         Gong Cha @ KLCC

K13A, Concourse Level, Suria KLCC, 50088 Kuala Lumpur, Malaysia

Tel: +6012-2210817

 3.6 Brands, Major products and Services

Teafe (M) Sdn Bhd is a company that focuses on food and beverages. The company’s major product is Gong Cha.

3.7 Corporate Vision 

To be the most recognizable bubble tea brand in Malaysia and to give customers a great experience by providing authentic bubble tea of highest quality.

3.8 Corporate Mission 

To offer only the best quality tea to the customers because as the brand name would suggest, customers are like royalty to us.

To build a stronger brand identity and brand awareness level with the support of advertising and promotions.

3.9 Company’s Current Promotional Strategy 

December 2011 – Official Sponsor for the movie “Already Famous”

November 2011 – The Gardens Mall’s “Swig & Swag Afternoon”

July 2011 – My Fm, Mix Fm and Hitz Fm Sponsorship. These Radio Stations gave out vouchers through call-in and the cruisers team that appears in random places.

June 2011 – Sponsor of the “Light On” street dance showdown 2011.

3.10 Product Sales’ History 

Teafe (M) Sdn Bhd started 6 months ago so there is no sales history available.

  

3.11 Current Marketing Objective 

Long Term

To be the most recognizable bubble tea brand in Malaysia by providing innovative and authentic beverages to the consumers.

To expand further around Malaysia for large market coverage.

To have more diversity in products to fulfill various customers demands and to attract new customers.

Short Term

To increase the market share locally

To have a stronger and clearer brand identity.

To increase the use of new media and social network to engage with the internet users.

3.12 Media Expenditure

Teafe (M) Sdn Bhd reached wider target audience through media which is radio, newspaper, magazine and social network.