Situation Analysis Chapter 6: Competitive Situation

6.1   Direct Competitors

6.1.1 Chatime

                Chatime is a bubble tea franchise from Taiwan. The company was founded in 2005; and now has more than 450 retail locations across Asia-pacific area, in Taiwan, Mainland China, Hong Kong, Australia, Vietnam and Los Angeles. Chatime uses high-tech tea & coffee machines to make consistently high quality fresh tea and coffees. Chatime provides customers with a variety of choices of tea & coffee, variety of fruit pump, and variety of toppings. Chatime is committed to bring their customers the freshest, tastiest bubble tea and with over 90 products in their range, customers are sure to find something they will love at Chatime.

Outlets                 : 28 outlets in Malaysia

Strengths            : Freshly brewed tea and dairy creamer.

                                  Delivery during off peak hour.

Product Range  : Mellow Milk Tea, Fresh Tea, Oriental Pop Tea, Chatime Special Mix,

  Energetic Healthy Juice, QQ Jelly, Coffee, Smoothie Series

Price                      : RM4.90 – RM6.90 for Regular and additional RM1 for Large

Unit                       : Per cup

U.S.P                     : Chatime uses freshly brewed tea that has more flavor and fragrance and never use    

  non-dairy creamer, or premade teas from factories.

6.1.2 Yippee Cup

                 Yippee Cup is a homegrown bubble tea café and restaurant founded by Tan Chin Nee and co-partner Chia Jee Kin in 2001. Yippee Cup uses a combination of powdered tea and natural high-grade tea leaves that do not contain coloring. The supplier that Yippee Cup chose has 30 years of experience in making bubble tea powder and they have a detailed breakdown of the ingredients and the amount of additives used is very much below the limits set by the health authorities. At Yippee Cup, they serve no only with tapioca pearls but also introduce customers to the indulgence of fruit jellies and puddings.

Outlets                 : 2 outlets in Malaysia

Strengths            : Pearls regulating high class tapioca flour with extra-bouncy and chewy texture.

Special brewer is used to decoction a tea leaves during ideal heat to pull out best    flavor.

Product Range : Bubble Tea, Fruitice, Dessert, Yogurts, Waffle, Set Lunch

Price                      : RM5.90 – Rm13.90

Unit                       : Per cup and per set

U.S.P                     : Yippee Cup does not only provide authentic bubble tea but has a huge range of 

                                  food to satisfy customers.

6.1.3 Each-a-Cup

                Each-a-Cup originates from Taiwan (trading under Healthy2000 & awarded the “Gold Medalist” by the Taiwan Consumer Association) and is one of the few established bubble tea brands that still remain popular with consumers. Using all natural and high quality fruit ingredients and tea imported from Taiwan, Each-a-Cup brew tea continuously during operation hours a central kitchen by specialists, and deliver to the retail outlets that place the order.

Outlets                 : 80 outlets in Malaysia

Strength              : Uses quality concentrated fruit juice instead of syrup.

                                  Greater variety of drinks.

Product Range  : Bubble Tea Series, Fruity Ice Blended Series, Premium Ice Blended Series,

  Oreo Series, Smoothie Series, Coffee Sensation Series, Coffee Ice Blended Series,

  Yogurt Drink Series, Sunrise Series, Luxury Icy Treat, Snow Shake

Price                      : RM5.90 – RM9.90

Unit                       : Per cup

U.S.P                     : Each-a-Cup has a range called Each-a-Brew where each cup is brewed individually 

  which is the first of its kind in Malaysia.

6.1.4 Ochado

                 Ochado has exclusively brought in a new Japanese concept milk tea which focuses on Japanese brewing skills, with the freshest and most natural ingredients. Ochado is originated from two words-OCHA and CHADO. The meaning of OCHA is tea in Japanese where as the meaning of CHADO is origin or culture in Japanese. Ochado is not Taiwan bubble tea but is a Japanese tea that tastes differently which is focusing on healthy idea with no sugar level selection.

Outlets                 : 2 outlets in Malaysia

Strength              : Japanese brewing skills.

                                  Provides coffee pearl.

Product Range  : Premium Milk Tea, Fusion Iced Tea, Original Iced Tea, QQ Tea, Iced Lemonade,

  Ice Blend

Price                      : RM4.50 – RM6.50 for Regular and additional RM1 for Large

Unit                       : Per cup

U.S.P                     : Ochado uses Japanese brewing skills with the freshest and most natural

                  ingredients.

6.2  Indirect Competitors

6.2.1 Snowflake

                 Snowflake is trademarked Taiwanese dessert concept which started off in 2009. Snowflake uses the best, most natural and freshest ingredients to make the desserts and they source only the best products and suppliers locally and overseas to ensure the highest standards in their desserts. All the ingredients are then carefully cleaned, cooked for hours and handmade into delicious products like grass jelly, soya bean milk, tou hua, taroballs and great range of bean toppings.

Outlets                 : 7 outlets in Malaysia

Strength              : Everything is handmade and made fresh daily.

                                  No usage of artificial flavoring or preservatives.

Product Range  : Snowflake Best Sellers, Grass Jelly Series, Taroballs Series, Soya Ice Series, 

                                  Memorable Series, Tohua Series, Original Series

Price                      : RM3.50 – RM6.90

Unit                       : Per bowl

U.S.P                     : Snowflake provide desserts that are handmade and made fresh daily with no usage

  of artificial flavorings or preservatives.

6.2.2 Juice Works

                 Juice Works is a chain of fresh juice outlets in Malaysia, keeping quality as their top priority. Juice Works concept is geared to the active lifestyles of the public. Juices are ideal as meals on the run, power breakfast, energy enhancers, workout snacks and afternoon treats.  Juice Works vision is to create healthy alternatives to fast food and to educate the public about the importance of healthy food choices.

Outlets                 : 7 outlets in Malaysia

Strength              : Provides healthy and delicious fruit juices.

                                  Provides delivery and catering services.

Product Range  : Tropical Paradise, Berry Lovers, Power Smoothies, Fruit Smashes, Detox Juices,

                                  Light Meal

Price                      : RM5.95 – RM 8.95

Unit                       : Per cup

U.S.P                     : Juice Works provide fresh and healthy smoothies readily available to everybody.

6.2.3 Boost Juice Bars

                 Boost Juice Bars is an international chain of retail outlets that specialize in selling fruit juice. Boost Juice Bars was formed in 2000 by Janine Allis with the first store located in Adelaide, South Australia. Boost Juice Bars has made a name for itself offering a healthy alternative to fast food. The menu offer real fruit juices and crushes and delicious smoothies made with low fat frozen yogurt. All products have been developed by a dedicated nutritionist and everything is at least 98% fat-free and free from any artificial flavors and coloring.

Outlets                 : 11 outlets in Malaysia

Strength              : Real fruit juice mixed with low-fat yogurt.

                                  98% fat-free and has no artificial flavor and coloring.

Product Range  : Low-fat Smoothies, Super Smoothies, Crushes, Juices, Wheatgrass, Boosters

Price                      : RM7.00 – RM10.00

Unit                       : Per cup

U.S.P                     : Boost Juice Bars provide real fruit juice mixed with low-fat yogurt and that is 98%

                                  fat-free and ahs no artificial flavor and coloring.