Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > Services sector > Food and beverage industry

Case Study on Bubble Tea

Author FengYi
Tutor HeXin
School Lanzhou University
Course Operations Management
Keywords Milk Tea Entrepreneur Operation management marketing HR management
CLC F719.3
Type Master's thesis
Year 2011
Downloads 304
Quotes 0
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As the high pressure of employment and the grown-up of generation X and Y, more and more people try to open their own business. The startup must be very sensitive to the market opportunity and capable to synergize all kinds of resources to make it happen. And at the same time they are willing to take the risk and ready for the failure. The famous economist Cantillon called startup as entrepreneur, and they own the spirit of entrepreneurship.This article chose the example of Bubble Tea Co., Ltd as an example and studied on its success. The author told the full story of Bubble Tea and unveil the root cause of difficulty and challenge the company had. The article started with the analysis on the market environment as well as the development status of milk tea industry. And use big space to do deep analysis on the aspect of store planning, product design, pricing, procurement cost control, merchandising, marketing and human resources to show the problems to the reader. By using the management theory, Bubble Tea solve the problems and gain the success.Although Bubble Tea is still in small size, the summary of its grow process and successful case can be useful for those who are intend to run own business and used as reference book for other milk tea stores.

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