IBUSA1 International Business: Case of Gongcha Bubble Tea Company

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IBUSA1 International Business

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Question:

Case:

Gongcha is a tea drink franchise headquartered in Kaohsiung, Taiwan. Founded in 2006, Gongcha entered into a highly saturated bubble tea market and successfully established itself as a leading bubble tea company in Taiwan, as evident by its 360 stores in its home market. Gongcha’s first international expansion occurred in 2009 as it opened a store in Hong Kong. Since then Gongcha has expanded throughout East Asia, Southeast Asia, North America and Oceania. As of 2020, Gongcha currently operates over 1700 stores worldwide. In 2017, Gongcha acquired by Gongcha Korea, with CEO Kim Seo-Min announcing plans to expand into Europe, the Middle East and Latin America, promising to “change everything but the taste”. Recently, Gongcha has been acquired by by US private equity firm TA associate for $288 million.

Task:

Which products firm should introduce and whether firm should make any changes in products and/or strategy to fit the new market and to overcome challenges identified above. If it is a new business, you may discuss how you make the new business suitable for the unique environment of the target country. Think of AAA Triangle we will discuss in later classes. (Ngoc)

Product:

Fruit flavour, bubble tea
Dessert such as cake, macaron (as the complementary goods)
Yoghurt series
Smoothies

Strategies

Location: High traffic area
- Construct branch stores to attract those slow rhythm tea drinkers from local afternoon tea shops.
- Non-traditional location like a truck, cart or kiosk at a mall or school for low costs
Target customers
Teenagers as the major segment of the audience is likely to include early adopters. These are people willing to try new products or experiences. Their word of mouth could be very valuable

IBUSA1 International Business

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