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Chatime's Competitor in Malaysia

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Chatime's Competitor in Malaysia
Executive Summary Chatime seems to be blooming as the market leader in the bubble tea market of Malaysia. Instant-Chatime was recommended to maintain its market share in this competitive industry as suggested in the previous proposal. With this, Chatime seeks to investigate and study about its main competitor – Starbucks. A brief profile of Starbucks is shown and compared with our company. The illustrations and tables are tailored to what Chatime should be aware of the surroundings of every potential rival in Malaysia. This proposal is about our analysis on Starbucks discussing about the three strategies the market leader used in the beverage industry. We observed Starbucks’ accomplishments and problems in accordance with analyzing the competitors which are expanding, protecting and increasing its total market share. Next, competitive strategies are presented in six basic steps of imitation in business. We looked into the techniques of imitating and innovating from successful companies. We applied this model and suggested the relationship between Starbucks and Chatime in the beverage industry. It is a great business to follow because with the lessons and undertakings of Starbucks, we learnt that there is so much room to boom further in this beverage industry in Malaysia. The Malaysian consumption of drinks, culture, trends and preferences have to be considered in this analysis as well. Recommendations for delivery services and Drive-Thru Chatime are suggested by the marketing team to provide convenience and availability of Chatime products.

Introduction The Malaysian bubble tea franchises have a few dominant players – Chatime, Ochado and Gong Cha, stated in the Star (The Star, 2012). However, other minor existing bubble tea players are Share Tea, Ding Tea, Each-A-Cup, Cup Bon, 17 C, Tea-Tac-Toe, etc. All these bubble tea brands are close substitutes that share similar qualities and prices in Malaysia that consumers could choose from. The Malaysian


References: * Anon., 2012. Starbucks Strategy [Online]. Global: Starbucks. Retrieved from: http://www.scribd.com/doc/56004428/Starbucks-Strategy [Accessed 24th June 2012]. * Baker, Parasuraman & Voss, 2002. 'The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions ', Journal of Marketing, Vol. 66, No. 2, pp. 120-141. * Brydon * EconWatch, 2010. Starbucks Baristas Told to Slow Down [Online]. United States: CBS Interactive Inc. Retrieved from: http://www.cbsnews.com/8301-503983_162-20019426-503983.html [Accessed 20th June 2012]. * Michaelson, G.A & Michaelson, S.W , 2004. Sun Tzu: Strategies for Marketing, McGraw Hill, published at United States of America. * iChatime, 2011. About Chatime [Online]. Taiwan: Chatime. Retrieved from: http://www.ichatime.com/about.php?pid=3 [Accessed 9th June 2012]. * Kolter. P & Keller.K, 2012. Marketing Management. 14th ed. Global: Pearson Education Limited. * Loxcel, 2012. How many Starbucks are there? [Online]. Global: Location Xcelerated. Retrieved from: http://loxcel.com/sbux-faq.html [Accessed 24th June 2012]. * McCourty, R., 2012. Proactive Versus Reactive Marketing [Online]. Global: Metamend Software & Design Ltd. Retrieved from: http://www.metamend.com/article-proactive-marketing.html [Accessed 23rd June 2012]. * Panjamothy, P.K., 2012. Chatime to Expand to Sabah, Sarawak & Brunei in Q3 [Online]. Borneo: Borneo Post. Retrieved from: http://www.theborneopost.com/2012/05/19/chatime-to-expand-to-sabah-sarawak-brunei-in-q3-new/ [Accessed 24th June 2012]. * Ramlee, J., 2012. Chatime eyes100 outlets by end of year [Online]. Malaysia: The New Straits Times Press (Malaysia) Berhad. Retrieved from: http://www.btimes.com.my/Current_News/BTIMES/articles/jrchatime/Article/ [Accessed 9th June 2012]. * Reyes, V.B, 2012. How Taipei’s Chatime came to Manila [Online]. Philippines: Inquirer Lifestyle. Retrieved from: http://lifestyle.inquirer.net/45061/how-taipei%E2%80%99s-chatime-came-to-manila [Accessed 14th June 2012]. * SCS, 2012 * Starbucks, 2009. Starbucks in Malaysia [Online]. Malaysia: Starbucks Corporation. Retrieved from: http://starbucks.com.my/en-US/_About+Starbucks/Starbucks+in+%28your+country%29.htm [Accessed 24th June 2012]. * Starbucks, 2012. Starbucks Coffee [Online]. Malaysia: Starbucks Corporation. Retrieved from: http://starbucks.com.my/en-US/ [Accessed 20th June 2012]. * Waltman, 1997. How Coffee Got So Hot [Online]. United States: Coffee Today. Retrieved from: http://xroads.virginia.edu/~class/am483_97/projects/waltman/how.html [Accessed 24th June 2012].
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