Script tealive strategic management planning PDF

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Tealive is the greatest Malaysia bubble tea market under Loob Holding Sdn Bhd company in the food and beverage industries. Tealive was introduced in the year 2017 by Bryan Loo, who was the company’s Chief Executive Officer (CEO) to introduce Tealive as his brand and take tea to a higher level. Nowad...

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Tealive is the greatest Malaysia bubble tea market under Loob Holding Sdn Bhd company in the food and beverage industries. Tealive was introduced in the year 2017 by Bryan Loo, who was the company’s Chief Executive Officer (CEO) to introduce Tealive as his brand and take tea to a higher level. Nowadays, the bubble tea market becomes the most popular trend for all categories of people especially younger people. the main goal of Tealive is to be focused on delivering and continuing their vision to modernize and cultivate a tea-drinking culture among Malaysians and other country’s people. The founder of Tealive, Bryan Loo also aimed to expand Tealive brand more widely although now has many Tealive outlets and stores in some countries with the VRIN Framework measuring the competitive power of capability or resources. two components valuable and rare measures whether it is possible to measure the resources so it can support competitive advantage Rare implies that the resources need to be in rare thus it will create relative demand for its use and its production. It should be difficult to imitate. The resources should be nonsubstitutable as other types of resources fails to be in functional substitutes. From the result we can see the Tealive competitive advantage sustainability in the drinks market industry. As we can see from the table, Market needs and trend for tealive is has a valuable relationship is seems the tealive have the strong competition from other bubble drinks store. Indirect competition which refers to a business or outlying factor that offers different approaches for customers to reach the same goal. Tealive will sustain if they have the variety of new product offer to the customer. From the rare it mentions on about the uniqueness of the bubble tea drinks. The market trend for Tealive is headed toward a more sophisticated customer. The uniqueness of bubble tea drinks nowadays is more sophisticated in a number of different ways: 1. Drinks quality: the preference for higher-quality ingredients is being reinforced as customers are being subjected to an increasing number of options. 2. Drinks varieties: Not focus on bubble tea alone but offer varieties type of drinks such Smoothies, Matcha, Coco, Coffee, Sparkling juice, Fruit tea, Crafted tea and Milk Tea. 3. Healthier drinks: Healthy drinks such as antioxidants to boost your immunity, collagen to keep your skin radiant, protein to enhance your active lifestyle and energy to recharge your body. On inimitable portion, the product are easily copy by other competitor, because the idea and innovation from Tealive is always make the popular choices to their customer. Tealive seems study their target market and offer new product that will attract customer to buy their product. Every time they introduce the new flavour of drinks it will become popular and sold out immediately. For non-substitutable, yes the other competitor can easily capture th market trend and needed because the market of drink are so easy to attract their target customers because they can get the same products from other beverages operators. Tealive should consider increasing its product mix in the future as the rivalry in the bubble tea market competition become stiffly in the marketplace.

Under resource of market needs and trend seems it Tealive can sustain on the market if they keep on their planning on study their target market and keep offering the variety of product that can makes tealive seems more relevant to their target customer and new customer. The importance of the target market that is to speed up the company to direct its resources to those customers with high potential for sales growth, interest in the product, and loyalty to the brand. Second resource is on distribution network. distribution is important for criteria that refer to strategy or methods to distribute the products or services to be easily accessible by the target customers. Tealive uses the distribution strategy with selling drinks directly to customers. As for Tealive, direct and indirect distribution had been practiced. Tealive practiced direct channel distribution, such as producers sell products or services directly to the final consumers, primarily for direct distribution. This shows that there are more than 150 outlets of Tealive in Malaysia and will continue to grow all over the worldwide. Tealive store now has seven different location which the store situated at shopping malls, streets stalls, stalls in transportation hub like LRT and MRT stations such as Mass Rapid Transit Stations, petrol stations, universities, and schools which it can help to bring its brands closer to become household names. In other words, you will see the brand name of Tealive in everywhere as Tealive market or outlet are penetrating widely. Tealive provided high quality handmade and healthy beverage knows as bubble tea. While some people also will call as pearl milk tea or boba tea. It is a refreshing and innovative beverage based on tea, fruit juice or milk, and tapioca starch. In addition, Tealive also will make different types of teas and flavours for their consumer. This enables the company to encourage customers to search for their favourite flavours and meet the needs of each consumer. Not only that, but Tealive also provides healthy foam drinks, which contain nutritional sachets such as collagen, antioxidants, protein, and energy. The concept and idea simply being replicate by others competitor. This inimitable cannot be restrained. To become more outstanding form others, they need to find and come with new concept and idea to offer. With the concept that suits with the target market, tealive will have a good advantage to ensure the customer come to the tealive. Tealive also introduce in the market on greener program which The Tealive ECO series program aims to enhance the tea drinking experience and create a positive environmental impact. Through breakthrough innovation and product design, they look forward to redefining the future of tea in a caring world. Tealive’s efforts include replacing plastic straws with paper straws nationwide. Similarly, as Tealive ECO Straw less cup which it has an internal compartment to place the topping of the drink on top. This will straight can bite the topping, thus it also can save the trouble of using straws. However, ECO tea bag and ECO glass tumbler also provided by Tealive. This will not only increase their sales but also can save the environment. Final resource that need to used as their strength for tealive for is expansion of the market and partnership with other company to expand their business worldwide. In this era of the global economy, many companies of all sizes are operating in foreign markets. This rapid expansion could provide several advantages, including greater opportunities for market growth and diversification. Bryan Loob has mentioned that They used to be very focused on domestic expansion, but in the future most of their investment will also be used for local and international expansion. In fact, their expansion has become a brand priority for the next three years. Tealive hopes that they can operate in more countries in 2020. In another example, with the cases that happen between Loob Holding and Chatime, many people believe that this proves the company's experience in developing their

brand and that they can move towards Tealive's purpose smoothly. Partnership is the most important in business because it can increase our knowledge, expertise and resources to make better product and reach a greater audience (Franklin, 2020). Tealive also partner with Moola, according to the New Straits Times Team (2017), Loob Holding is cooperating with Moola Automotive on the promotion, which is a platform developed by Laputa Ventures to connect brands with drivers. Which the promotion is netizens were asked to take photos of Tealive brand cars in the wild to get drinks and discount opportunities. Tealive should seize this opportunity to promote their products, so that it not only can attract many consumers but also can increase the profits. With this, Tealive will expand more outlets all over the world. Generally, the consumer like to use this approach because the brand of 'Tealive' seems to be getting a positive response from the public, so for Tealive lovers, who will spend more time to line up to buy it when Tealive launched a new product. Therefore, consumers will be happy and satisfied with this matter. For instance, this can be seen from Tealive’s Facebook page, the reason for the lines is due to the brand’s maiden. Therefore, buy 1 free 1 promotional campaign are held to introduce the new Tealive brand to Malaysians. Thus, Tealive's brand can keep up its For bubble tea or drink market it is difficult to sustain if the brand do not have their popular or uniqness on their offering. Therefore, to intimate the style, the concept and the product is very high and for that they need to come out with the strategy on how to promote their brand into the market. Such as Tealive they popular with a new launch of drink flavour and seasonal drink that have their own customer favourite such as biscofftea flavour and brown sugar bubble tea. Other brand will try ti imitate the product and will offer at their store but it will comeback at the first thing is strategy. How they will strategies to promote the product and attract the customer which is Tealive already have their own customer already know about the product and the taste. In conclusion, from this VRIN framework in my opinion TEalive could sustain in with the the advantage they have. But to grow further Tealive need to take a step to grow more their store and brand in global to makes tealive as same pace like other bubble and drink store such as the Koi and Chatime. With building the brand and sustain the brand first tealive can go globally as a on of success local company in Malaysia....