Interviewee
Elaine Eng
The Bubble Center
Owner
Contact Detail:
Email address Elaineeng208@hotmail.com
Phone Number (64) 022 120 2289
Section A
Q1. Identify and justify three different sources of internal data * Finance is vital for the company to evaluate their current and make future marketing decision because the financial report will show you the detail of your sales revenue, cost expenses and overheads and the other expenses. Hence, you will find out your company is losing money or getting profit if your company is losing money you can find out the reason why your company is losing money from the financial report. * Customer engagement- to deal with your customer is important as well because customer behavior reflects your product’s popularity and the customer will tell you what they think of your products. Hence, you can improve your products or create new products from your customer’s feedbacks or comments. * Data trends are to make future marketing decision in your company and to analysis the current situation of global marketing. For example, before your company creates a new product, your company need to look at the data trends to find out the current consumer behaviors and the market trend then you might have an idea what will your new product be and how to attract your consumers.

Q2. Two most valuable sources of marketing intelligence * Social Media-In my opinion, social media is the one of the most valuable sources to get good information because you will know what are people like and what are they talking about from the social media. For example, a lot of people are talking about being healthy and how to make a healthy drink and how to cook a healthy meal on social media. Hence, you know people like healthy food and drinks now, if you have a beverage shop you can launch healthy drinks. * Competitor Actions-You can also get good information from your competitor actions because by observing your competitors you will find out why they have much more customers than before and why the consumers like their product. For example, a Chinese restaurant doing “YumCha” in the morning and they are much more flourishing than before. Then the other Chinese restaurants are starting to doing “YumCha” in the morning and since they did “YumCha” in the morning their business is getting better than better.

Q3. Market research process 1. Defining the research problem * The Courtenay Mall is lack of consumers especially from Monday to Thursday and sometimes weekend is lack of consumers as well. * Customers complained about the bubble are not chewy and some are too hard. * Customers complained about the ice is not blended properly. * Snow ice and waffle are not popular. 2. Designing the research methodology * Causal Research-First of all, we need to think about how to attract more and more consumers to the shop. In my opinion, we can do some small sample drinks and let people have a try our bubble milk tea. This action will make more people know about what is bubble milk tea.
Second of all, we can develop a short questionnaire or we can ask customer some simple questions about bubble milk tea, snow ice, and the waffle and ask advice on how to improve the bubble milk tea and bubble tea better.
Third, accept all the advises and summarize all the result from the questionnaires then decide how to improve our products.

3. Collecting data in accordance with the research design
First of all, ask internal staff to try all the products and give advices about how to improve all the products better. For example, compare our waffle with “Little Waffle Shop” and find out which waffle is better and what’s different. For the snow ice, we will ask internal staff for advice as well and ask them how to improve the taste and how to make the snow ice prettier to attract consumers.
Second of all, develop a questionnaire and ask frequent customers to do the questionnaire for us. If the frequent customers refuse to do the questionnaire we can ask them a few simple questions. For example, what do you think of our bubble milk tea and what do we need to do for improving bubble milk tea.
Third of all, sometimes we will have new customers to buy bubble milk tea. Hence, we can ask them what do you think of our bubble milk tea after they drank the bubble milk tea. If they said it taste bad to ask them why? 4. Analysing data and drawing conclusions
After we collected all the questionnaires and wrote down the opinions that our internal staff and new customers contributed. We found out some customers complain about the ice is not blended properly and the bubble is not chewy. Some customers suggest bubble center can put some food decorations on the snow ice to make it prettier such as colorful M&M Chocolate or colorful jellies. 5. Presenting the results and making recommendations
According to the questionnaires and customers advisers, most of the people complain about the ice is not blended well and the bubble is not chewy. Hence, the boss required for the bubble milk tea crushed ice version all the staff needs to blend the ice longer until look like a smoothie. For the bubble, not chewy problem, boss required all the staff need to cook the bubble longer, for example, if you cooking 2.5 cups bubble you need to cook it at least 30 minutes if you cooking 2 cups of bubble you need to cook it at least 25 minutes.

Q4. The actual questionnaire 1. Compare bubble milk tea with bubble tea, which one is your favorite and why?

2. Which flavor of bubble milk tea and bubble tea is your favorite?

3. Please describe the texture of the bubble.

4. What do you think of our customer service? From 1 to 10 how many points will you give us?

5. What do you think of the other products?

6. Please give us suggestions to improve our products

Q5.
For evaluate the questionnaires, bubble center’s owner will summarize all the complaint and suggestions together and she will taste the products which was being complained and figure out how to improve them. For example, we had a lot of complain about the bubble not chewy, then the owner tasted the bubble by herself and she agreed with the customers. Therefore, she found out how to cook the bubble chewier then she required all the staff need to cook the bubble longer. For example, if you cooking 2.5 cups bubble you need to cook it at least 30 minutes, if you cooking 2 cups of bubble you need to cook it at least 25 minutes.
Bubble center’s owner will consider customer’s suggestions as well if she think the suggestions is feasible she will do it. For example, a lot of customer suggest we can put some food decoration on top of the snow ice to make it prettier. Then the owner think this suggestion is feasible and she start to put Pudding on top of the Taro Snow Ice and Chocolate Chips on top of the Chocolate Snow Ice and Red been for the Green Tea Snow Ice. After this action, quite a lot of people think the snow ice is prettier than before and the sale of snow ice was increase.

Section B
Q6.
Individual Consumers Personal | Psychological | Demographics: * Age * Occupation * Income | * Around 10% customers are between 8 years old and 12 years old.75% customers are between 15 years old and 35 years old.15% customers are between 37 years old to 45 years old. * 70% of customers are student and only 30 % of customers are workers. * The prices of products are affordable to anyone. Around 15% customers are The Poverty Level.75% customers are from The Lower Middle Class to The Middle Classes.10% customers are The Upper Class. | Motivation | * Choosing to buy our products because the customers like the taste of the bubble centre’s bubble milk tea and bubble tea. * Some customers want to buy our products is because of they feel thirst and haven’t try bubble tea before. * Some customers come to buy our products because of our price is reasonable compare with the other bubble tea shop. * The other customers are motivated by the location because the location is close to them. | Lifestyle | Most of customers are involve work, study and watch movies and shopping. | Perception | * A lot of customer thinks the Bubble Centre’s bubble milk tea and bubble tea are better than the others. Hence, they choosing the Bubble Centre. * Some of customer thinks the price is reasonable and you will have a free topping for your Bubble Tea and this is one of reason why they came back. | Personality and self-concept | Most of customers are positive and enthusiastic and have a good sense of humour. Because most or the customers are always chatting with the staff and they are very friendly to staff.Sometimes the Bubble Centre staff will meet some imperative customers and these customers always angry and complained all the things and not friendly to the staff. | Beliefs and attitudes | Some of customers came to buy the Bubble Centre’s bubble tea and bubble milk tea because they had an influence on their friends. For example, there was a couple came to buy bubble milk tea. At the beginning the lady was not want to buy bubble milk tea after her boyfriend told her how great of the bubble milk tea she decided buy it. After she tasted the bubble milk tea she said it is taste good and she will come back again. | | | Learning | Most of customers had a good experience with the Bubble Centre products and they will have much more desire to buy it again next time. |

Group Consumers Cultural | Social | Cultural | Bubble Tea is a Taiwanese tea-based drink and is a most popular drink in Asia therefore a lot of customers are Asian and most of customers are Chinese, Taiwanese and Japanese. | Reference group | Some of the customers will be influence by a group of people or their family. For example, there was a couple came to buy bubble milk tea. At the beginning the lady was not want to buy bubble milk tea after her boyfriend told her how great of the bubble milk tea she decided buy it. After she tasted the bubble milk tea she said it is taste good and she will come back again. | Subcultural | Bubble Tea wasn’t popular a few years ago in New Zealand. In these several years Bubble Tea is getting popular and popular in New Zealand. Especially in Auckland 20 Bubble Tea shops in Auckland alone and they are quite popular over the past few years. A lot of people know about bubble milk tea in Wellington. | Family | Some people choosing bubble milk tea because of their family members as also drink bubble milk tea. For example, there was a family came to buy bubble milk tea but the father wasn’t tending to bubble milk tea. After his family members all suggest him try bubble milk tea hi decided to have a try. | Social Class | The prices of products in Bubble Centre are affordable for every social class even The Poverty Level but most of customers are from The Middle Low Class to The Middle Class. | Roles and status | Bubble Tea is very popular in young generation and most of young people know about bubble tea. Therefore, most of The Bubble Centre customers are young people. |

Situational Physical | The Bubble Centre has a bubble milk tea poster and some pictures on the shelf. These pictures and posters will show customers what is bubble milk tea and what topping you add into bubble milk tea or bubble milk tea. | Social | When the customer is first time to try bubble milk tea, the staff will explain what is different between bubble tea and bubble milk tea to customer and what are the popular flavours of bubble tea and bubble milk tea. The staff will also suggest the first time customer look at the display picture that can give an idea to customers what is bubble tea. | Time | For the first time buying customers they might probably need a few minutes to decide what kind of flavour they want to buy and what topping they want to add in the bubble tea. But for the general customers they don’t need to spend the time on decision they know what they want. | Motivational | The customer choosing bubble tea because the bubble tea has a good taste especially bubble tea crush ice version is such a cool drink in summer and the price is affordable. | Mood | For those customers who are having the sad mood they will ask for extract topping or more sugar into the bubble tea. |

Q7. SWOT analysis Favorable | Unfavorable | Strengths | Weaknesses | * Reasonable prices and everyone can afford it. * We have 15 different varieties of bubble milk tea flavors and 12 different bubble tea flavors. * Both bubble milk tea and bubble milk tea have crush ice version, room temperature and hot version. * All of our topping are free. * We have five different toppings such as Popping Boba, Coconut jellies, Red Bean, Pudding and Tapioca. | * High rental costs. * Low traffic location. * Tapioca is not chewy enough. * The bubble milk tea is too sweet. | Opportunities | Threats | * Only need 1 to 2 minutes for making one bubble tea or bubble milk tea. * The bubble center also makes waffle and snow ice. * Loyalty card to attract customers come back again. * Customers can mix two or three flavors for one bubble milk tea or bubble tea. * Customers can also mix two different topping for bubble tea or bubble milk tea. | * Wendy is opening next by the Bubble Center. * Wendy also has bubble milk tea and bubble tea. * Wendy’s products are much more than Bubble Center. * Wendy always launched different products. * Wendy is much more popular in children and elderly. |

Q8.
I will suggest The Bubble Centre expend into Australia.
Cultural Force- According to my research, Bubble tea stores have increased quickly all around Australia over last few years and the bubble store always have a lot of customers queuing up and waiting for the drink. Therefore, I believe Bubble Tea is very popular in Australia otherwise Bubble Tea stores couldn’t mushroomed all around in Australia quickly.
In my opinion, most of Australian know about Bubble Tea because Bubble Tea is deemed to social drinks and chat time drink in Australia and Bubble Tea is suitable for old and young, poor or rich. Because the price is affordable to everyone and taste good especially for the sweet tooth.

Social Force-So why bubble tea is so popular in Australia? Because bubble tea is mix with tea and milk and there are many flavours that you can choose for your bubble tea and topping as well. All of these ingredients are simple and cheap and you don’t need many technical skills to make a bubble tea. Therefore, bubble tea is affordable to anyone no matter poor or rich.
In additions, many Asian choosing Australia for studying abroad and most of Asian are crazy about bubble tea same as European crazy about coffee.

Legal Force- “Drinking unsweetened black or green tea daily has health benefits, but drinking pearl milk tea regularly may not be a healthy choice if you are watching your weight or controlling your calorie and sugar intakes,” says Wong Hui Xin, dietitian at the Department of Dietetics and the LIFE Centre, Singapore General Hospital (SGH), a member of the SingHealth group.
According to Singapore’s Health Promotion Board, a cup of bubble tea, with milk and tapioca pearls contains about 335 calories. The pearls represent about one third of the calories.

Economic Forces- As I mentioned previously, the ingredient of bubble tea is simple and cheap and you don’t need to have many technical skills to make bubble tea. According to the interview with the Bubble Center’s owner, all the ingredients for bubble tea are come from Taiwan and convert New Zealand Dollar to Taiwan New Dollar will be cheaper than the usual price. However, the owner doesn’t want to disclose the cost of making bubble tea she thinks this is a business secret.
Section C
Q9.
Market Segmentation is divided into four different types, they are Geographic segmentation, Demographic segmentation, Behavioral segmentation and Psychographic segmentation. Geographic Segmentation | The Bubble Center has 4 various products, they are Bubble Tea, Bubble Milk Tea, Snow Ice and Waffle.Bubble Tea and Bubble Milk Tea are most popular products in The Bubble Center because they have 15 different flavors and the customers can mix two or three different flavors together. Hence, The Bubble Center is providing wide choices to customer and customer can mix different flavor as their need.Bubble Tea and Bubble Milk Tea also have hot and warm which is very popular in winter because most of customer would like to have hot or warm bubble tea instead of cold in winter.The Bubble Center owner said compare the sale of bubble tea with bubble milk tea in winter, bubble milk tea is the best seller because of bubble tea taste slightly bitter when is hot or warm. Hot bubble milk tea will taste sweeter than cold and as we all know most of kiwi have sweet tooth and they do enjoy hot bubble tea in winter.In summer, bubble tea will sell more than bubble milk tea especially in crush ice version because bubble tea is taste fresher and lighter than bubble milk tea when serve cold. | Demographic Segmentation | Most of Bubble Center’s customers are teenagers, young couple, young families which is Generation Y and female and male. As I mentioned before most of young generation known about bubble tea and perhaps this reason, most of customers are Generation Y.Sometimes Bubble Center have some Generation X customer because their children want to drink bubble tea and the children want their parents try bubble tea as well.The owner also wants to expand customer roles such as Generation X but it is difficult to attract Generation X customers. Because Bubble Tea business is still growing in Wellington unlike Auckland, there are 20 bubble tea stores are around Auckland. It shows bubble tea is very popular in Auckland. | Psychographic Segmentation | * Bubble Center has 15 different flavors for bubble milk tea and bubble tea and you can also mix two flavors together. Customers can satisfy their different needs from the different flavors. * The price of bubble tea is Regular $6.00 and Large $6.90 which is affordable for everyone and you will have free topping for every size of bubble tea. Hence, a lot of customers agree the bubble tea is worth to pay and is valuable. * For the bubble tea, you can choose the sweetness. For example, if the customer is a sweet tooth and she wants the bubble tea sweater than normal then the staff can add more sugar in her bubble tea. If the customer doesn’t like the bubble tea too sweet, then the staff can put less sugar or no sugar into the bubble tea. | Behavioral Segmentation | * By Loyalty-In Bubble Center, they have quite a lot of regular customers because they think Bubble Center’s bubble tea is better than others. Every time they want to drink bubble tea they will chose Bubble Center. * By Benefit-All of Bubble Center regular customers think the bubble tea that they pay for is worth the price. Because you can mix two flavor and choose two topping for your bubble tea. If you want to add extract topping, the customer only need to add one dollar. |

Q10.
Bubble Center is a small business and only 10 employees and Bubble Center doesn’t have any management system. Therefore, I recommend Target marketing based on segments and One to One marketing.

I don’t recommend Mass marketing to Bubble center. As I mentioned before, Bubble Center is a small business and for using Mass marketing the owner need to spend a lot of money on television advertising, newspaper advertising or on the ration advertising which are not worth is. Mass marketing is worth for big company because they have enough money for paying the adverting expenses.

I suggest the owner can make a colorful poster or a noticeable sign to attract customers and place it near by the Courtney Mall entrance or place it inside the mall. Making a poster or a noticeable sign is not expensive and many small businesses are using this kind of approach to attract customers or catch customer’s attention.

Although Bubble Center is a small business, they have many regular customers for buying bubble tea. All of them love the taste and the texture of the bubble tea and they think the bubble tea is worth to pay. Because of Bubble Center have many regular customers so they can use One to One Marketing and keep the regular customers.

How can Bubble Center use one to one marketing? The staff need to remember what is the regular order and the sweetness of bubble tea and with what temperature for their bubble tea. Therefore, the staff can make the same drink for the regular customer when they buy bubble tea and they don’t need to repeat what they want. This approach can keep the regular customers because the Bubble Center know what they need and what they like and the Bubble Center bubble tea can satisfy their needs.

Everyone have different needs in their life, not everyone wants have same things or same look or same dressing with others. Similarly, the people who are come to buy bubble tea are also have different needs. For example, for quench their thirsty, be influences by friends, want to know about bubble tea or want to try new products.

Most of Bubble Center customers are between 15 years old and 30 years old and they only have a few customers are under 15. Wendys Ice Cream has a lot of customers are Generation Y and Z so why? Bubble Center did some research and asked their regular customer. The reason is Wendys Ice Cream are colorful and they have a variety of products offer to customers and Wendys Ice Cream bran popularity is better than bubble tea.
I suggest Bubble Center can try to target Generation Z customer first.
My suggestions as below： 1. Try to provide different flavor of Jellies and Poping Boba or different topping to customers, such as Green Apple, Mango, Lychee, Pineapple for offering a variety options to customers. 2. Finding new receipts for launching new products and new flavor, such as, Royall Milk Tea, Signature Milk Green Tea, Oolong Tea and so on. 3. Create a poster or a noticeable sign and place it outside the mall or inside the mall. A colorful poster can catch customer’s eyes and they will notice what kind of products we are selling. 4. Bubble Center can make some sample for different flavor of bubble tea and let customers try them. This kind of tasting activity can promo Bubble Center and bubble tea to customers. Q11. Starbucks Coffee Tank Juice Bar

Wendys Ice Cream Bubble Center

Q12. Starbucks Coffee | 1. Starbucks is opened in 1971 and has well of widely known in the whole word. 2. Everyone know about Starbucks in Wellington and it is located at the Lambton Quay where is the heart of the central business district of Wellington. 3. Starbucks has a good environment for customers meeting with friends and chatting because they have cozy chairs and sofas in upstairs. 4. Starbucks always launch different products twice a month and in different seasons. 5. Starbucks has 18 different types of beverage such as Brewed Coffee, Brewed Tea, Americano, Café Mocha and so on. 6. Starbucks has a good leadership which is “Servant Leadership” and unified management. One of the statements that Starbucks released about their leadership reads: “Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup.”Joseph Chris. (2015). 4 Starbucks Leadership style presents. Retrieved from http://www.josephchris.com/4-starbucks-leadership-style-precepts | Tank Juice Bar | 1. Tanks Juice Bar products contained with rich nutrients, such as their juices, smoothies, salads, and wraps. 2. All of their products are giving the health conscious Kiwi an easy way to get their daily dose of vitamins, minerals and antioxidants.Tank Juice Bar. (2015). What is Tank?. Retrieved from http://www.tankjuice.co.nz/whatistank 3. Tank Juice Bar has different options offer to different customers. For example, vegetarian salads and beverages for vegetarian, Gluten-free salads and beverages, and Dairy-free. 4. One of statement that Tank Juice Bar released about their juices: “We juice, blend and press the best produce around. Our drinks are the very definition of fresh, made in front of you. You want it; we’ll juice it on the spot.”In this statement, Tank Juice Bar is using fresh vegetables and fruits for their juices and make the juice in front of customers.Tank Juice Bar. (2015). Why Tank?. Retrieved from http://www.tankjuice.co.nz/whytank 5. Tank Juice Bar is using different ingredients for the salads and offering different options to customers such as, sweet baby beets, crispy golden noodle, roasted vegetables and crunch pumpkin seeds and so on.Their salads are colorful which is great because colorful food has good benefit for your health.One of the statement that Tank Juice Bar released about their salad said: “Sit yourself down and treat yourself to an overflowing salad or wrap lush with every colour of the rainbow. Enjoy goodies you just won’t see at other places; sweet vivid baby beets, anti-oxidant packed quinoa, crispy golden noodles, melt in your mouth roasted vegetables, crunchy protein packed pumpkin seeds, fresh herbs intense with flavour, crisp snow peas, juicy tomatoes and so much more, just more reasons why we’re different. Our tender greens, crunchy vegetables and nuts,, and the best 100% chicken and beef make up our legendary menu.”Tank Juice Bar. (2015). Why Tank?. Retrieved from http://www.tankjuice.co.nz/whytank | Wendy Ice Cream | 1. With more than three decades of franchise expertise and a product offering that's second to none, it's little wonder that Wendys is a leading brand of choice in the treats market in both Australia and New Zealand.Wendys. (2016). Franchise Information. Retrieved from http://www.wendys.com.au/franchise.php 2. Wendy’s has Systems, processes and procedures tailored and developed over many years. 3. Wendy’s award-winning ice cream sets the standard for our entire product selection- a delicious treat range that's loved by customers of all ages.Wendys. (2016).About us. Retrieved from http://www.wendys.com.au/about.php 4. Wendys Ice Cream always launch new product on different event to attract customers. For example, Chocollo for Woman’s Day, Celebrate National Hot Dog Day with Wendys on National Day and Hot diggity – Wendys celebrates 35 years in business and so on.Wendys. (2016). News and Events. Retrieved from http://www.wendys.com.au/news/index.php 5. Wendys has a variety of flavors on for Ice Creams and Milkshakes such as, Bubblegum, Lemon Cheesecake, Rainbow and so on. Because of these different flavors Wendys most consumers are Generation Z.Wendys. (2016). Menu. Retrieved from http://www.wendys.com.au/menu.php | Bubble Center | 1. Bubble Center only has four different products in store, such as Bubble Milk Tea, Bubble Tea and Snow Ice and Waffle. Compare with the other companies Bubble Center products is less and couldn’t provide variety choices to customers. 2. Both Bubble Milk Tea and Bubble Tea have 15 different flavors for customer choosing their needs. 3. Affordable prices for anyone and the price is between $6.00 to $6.90. 4. Free topping come with either Bubble Milk Tea and Bubble Tea. If two choices of topping are not enough for customers, they can add extract and only $1.00 for each. 5. Both Bubble Milk Tea and Bubble Tea have four versions, they are Crush Ice, Ice Cubes, Hot and Room Temperate. These different serving provide different texture for customers. |

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