Rely on the name and reputation of the bubble tea as well as the already proven system and business mode

Motivation by the stable revenue and as an operator of the unit.

Less costly and less risky to carry out than wholly-owned subsidiaries.

Defined as introducing new products while serving the same market.

. An example can be having new features to change a product’s characteristics and give the sense of a revised product.

Innovate to come up with different flavours under the same series and given each drink a sense of a revised product.

Cater to the same market with more options other than just beverages

By widening the menu and introducing new varieties, it can improve the sales and popularity of The Alley

Many savoury and sweet items, spanning four types of ‘cruffins’ to sausage croissants.

Create a sense of exclusivity and rareness to the market as the outlets are not densely located geographically

Allows The Alley to optimise its supply chain and achieve maximum efficiency

Take advantage of the high human traffic to increase their revenue

Increase the chances of the visitation of the store.

Involves the shared belief and attitudes of the population

Accurately cater to the preferences and tastes of the market

Impact on how a company does business and also how profitable it is

Need to be sensitive to the environment it is operating in as it can offer products in line with the market’s predominant cultures and preferences

Singapore is a vibrant free-market economy and the country’s per-capita income is the highest in ASEAN

Not needed to decrease the cost of the drinks in order to sustain its business in Singapore