臺灣博碩士論文加值系統

This thesis is aimed to identify the target customer and utilizing the results of the marketing analysis to create an appropriate development strategy for a Bubble tea store startup business in Russia. The data is collected from a prior marketing survey for investigation of the potential customers’ feelings about the product.
During the conduction of the research the following findings have been done: (i) it is appropriate to use the stages approach with some modifications of the phases; (ii) currently the opportunities for starting a bubble tea shop business are favorable, the market is growing and an entrepreneur can receive a support from the government on the initial stages of running business; (iii) the most suitable channel of bringing awareness of what bubble tea is for domestic customer is social media; (iv) placing discount coupons on the special couponing websites and spreading them through distributors, have been proved to increase the efficiency of the promotional campaign.
The product line and the location of premises were determined. In addition, the financial analysis revealed the positive trend of earnings connected with the opening bubble milk tea teashop in Russia. The simulations concluded comparatively early reaching break-even point and strong inflows in the following period, which may allow the business to expand further and take bigger market share.
Based on the above mentioned results, the thesis also presents some conclusions which would be useful for defining an appropriate product strategy for the mentioned startup.

This thesis is aimed to identify the target customer and utilizing the results of the marketing analysis to create an appropriate development strategy for a Bubble tea store startup business in Russia. The data is collected from a prior marketing survey for investigation of the potential customers’ feelings about the product.
During the conduction of the research the following findings have been done: (i) it is appropriate to use the stages approach with some modifications of the phases; (ii) currently the opportunities for starting a bubble tea shop business are favorable, the market is growing and an entrepreneur can receive a support from the government on the initial stages of running business; (iii) the most suitable channel of bringing awareness of what bubble tea is for domestic customer is social media; (iv) placing discount coupons on the special couponing websites and spreading them through distributors, have been proved to increase the efficiency of the promotional campaign.
The product line and the location of premises were determined. In addition, the financial analysis revealed the positive trend of earnings connected with the opening bubble milk tea teashop in Russia. The simulations concluded comparatively early reaching break-even point and strong inflows in the following period, which may allow the business to expand further and take bigger market share.
Based on the above mentioned results, the thesis also presents some conclusions which would be useful for defining an appropriate product strategy for the mentioned startup.

Abstract………………………………………………………………….……………ii
Acknowledgement……………………………………………………………………iii
Table of Contents…………………………………………………...………………..iv
List of Figures……………………..………………………..……………………….vii
List of Tables……………………...……………………………………….………..viii
Chapter 1. Introduction………………………………………….……….……………1
1.1. The Purpose of Research…………………………………………………...…….1
1.2. The Importance of Research……………………………………………..……….1
1.3. Overview of the Thesis………………………………………………….………..2
1.4. Research Objectives and Questions…………………………………..…………..4
Chapter 2. Theoretical Background………………………………………………..….5
2.1. Literature Review…………………………………………………………..….…5
2.2. Research Limitations……………………………………………………………..6
2.3. Defining Appropriate Model…………………………………………………….6
Chapter 3. Market Overview……………………………………………….…………8
3.1. Bubble Tea Origins………………………………………………………..……..8
3.2. Market Potential and Forecast……………………………………………………8
3.3. Market Drivers and Restraints…………………………………………..………..9
3.4. Popularity of Bubble Tea Overseas…………………………………….……….11
3.5. Russian Soft Drinks Market…….……………………………….……….…12
Chapter 4. Marketing Research…………….….…………………………………….15
4.1. Data Collection…………………….…………………………………………...15
4.2. Data Analysis……………………….…………………………………………..15
4.3. Marketing Research Results………………………………………………….…16
4.4. Narrowed Target Audience Analysis….…………………………………….….17
Chapter 5. Research Findings………………………………………..………………19
5.1. Marketing Research Implementations…………………………………………..19
5.2. Startup Environment and Legislation………………………………...…………20
5.3. Introducing an Unknown Product to Customers………………………………..23
5.4. Promotion………………….……………………………...…………………..24
5.4.1. Sampling………………………………………………………………………24
5.4.2. Coupons………………………………………………………….……………26
5.5. Advertising Campaign……………………………………………..……………32
5.5.1. Instagram………………………………………………………….…………..34
5.5.2. Facebook………………………………………………………..……………..36
5.5.3. VKontakte………………………………………………………….………….40
Chapter 6. Financial Estimations………………………………………...…………..41
6.1. Importance of Financial Forecast……………………………………………….41
6.2. Calculation of Total Costs………………………………………………………42
6.2.1. Production Costs……………………………………………..………………..42
6.2.2. Initial Costs……………………………………………………………………45
6.2.3. Fixed Costs…………………………………………………...……………….46
6.3. Revenue Streams and Initial Sales Forecast………………………….…………48
6.4. Financial Model…………………………………………………………………49
Chapter 7. Conclusions………………………………………………………………51
7.1. Contributions…………………………………………………………..………..51
7.2. Major Findings………………………………………………………………….51
7.3. Suggestions…………………………………………………………………..…52
References…………………………………………………………………………..54
Appendix A………………………………………………………………..………..60
Appendix B………………………………………………………………..………..67
Appendix C………………………………………………………………..………..70

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