Strategic Management Paper (M.B.A.) -- Jose Rizal University, 2013.

Bibliography leaves 94.

EXECUTIVE SUMMARY The Happy Lemon Philippines, Inc is the most well know milk tea seller here in the Philippines. It was established in 2010 by seven young entrepreneurs who are milk tea aficionados. From Hong Kong, Happy Lemon opened its market in the Philippines to satisfy the craving of the Filipinos. Originally from Hong Kong, Happy Lemon was brought to the country of Chinese-Filipino businessmen who have been friends since grade school and college: Kevin Gaisano, Kristine Gaisano, Smart Gilas Player/TV Host Chris Tiu, Andy See, Wesley Pardilla, and Edward Go. Some Chinese restaurants serve milk tea, but they only offer milk tea on the side, not as the main product. Recently, seven young entrepreneurs partnered to establish a food business that concentrates on milk tea – the HAPPY LEMON, with its very first branch in the Philippines located in Promenade Greenhills where various establishments, schools and executive subdivisions are located. Using the good quality of leaves imported from China which are freshly brewed every day, Happy Lemon has several milk tea variants such as the Lemon Series, recommended for those who feel thirsty; Rock Salt Cheese, their best-seller ; the plain Milk Tea Series; Mousse Spin, which is more popular among the younger ones; Cocoa and Coffee, which is more chocolate and coffee based with several toppings; and the exotic specialty drinks and fresh tea drinks, which are less sugary and specially made for the health conscious individuals. In November 2010, Happy Lemon opened its door to Filipino milk tea lover, including those who are curious about the brand. A quick look at the beverage menu is enough to pique one’s curiosity. The Environmental Analysis also indicated that there is change for a business to be to upgrade their technology and political economic environment is stable. Apart from the environment of our country, the new entrants are the major threat in this market. Some of the major competitors of Happy Lemon are Chatime and Sip Milk Tea. The stiff competition faced by the company abroad extends to the local market. Cheap beverages has flooded the domestic market in recent years, increasingly taking up shelf space in other mass retail/franchise outlets. Competing at this market level requires Happy Lemon to be ready to meet consumers’ needs. Current product development efforts have to be accelerated. Facilities, tools, worker skills, and management systems also have to scale up to ensure that right quality products are provided in the desired time at the appropriate cost level.

Text in English.