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:earth_africa:TIGER SUGAR'S INTERNATIONAL EXPANSION:earth_africa:…
:earth_africa:
TIGER SUGAR'S INTERNATIONAL EXPANSION
:earth_africa:
Mode of Entry
:
Franchising
Opened its first Singapore franchised outlet in November 2018 with local F&B company "Clover Lifestyle"
Advantageous as Singapore has a healthy economy and good support for business
Currently has 5 franchised outlets, plans to open 10-20 outlets by end of this year
Franchising offers skill centralisation and operational decentralisation
Controllable Factors
Product
Practices strict quality control
Uses premium ingredients
Each staff assigned specific and specialised roles to ensure every element is up to standard
Price
Adopts Premium Pricing strategy
Price varies from country to country taking into account residents' purchasing power
One cup of their signature drink cots $5.30, which is higher than the average in the bubble tea market
Uncontrollable Factors
Political Forces
Ministry of Health imposing a ban and tax rate on sweet beverages manufacturers
Tiger Sugar has a fixed sugar level to its drinks
A cup of brown sugar milk tea contains a high 92grams of sugar
Bubble tea industry is price-elastic
With imposed measures, Tiger Sugar's raised prices may decrease their profitability
Competitive Forces
Tiger Sugar has to edge out competition to stand out from the rest
High rise of bubble tea shops competing in the market due to its insatiable demand
Bubble tea market has low barriers of entry
Recommendations
Partner with GrabFood
Maximise customer base and business profitability
Provides an alternative way for customers to purchase their products
Reward and increase customer retention rate
Implement a mobile-generated queue and order system
Ease the frustration of long queues
Allows mobility for customers
Improve customer satisfaction and loyalty
Tiger Sugar
Founded in 2017
Popularised by its trademark brown sugar milk tea
First bubble tea brand to be featured on the Michelin Guide
Fast-growing company with branches across 11 countries worldwide