question archive Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia

Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia

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Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia. Many companies have tried to come out with a winning marketing strategy to overcome the challenges. To do that, many companies have tried to come out with new products, new distribution channels, new pricing strategies and etc in order to stay competitive. Gong Cha is a tea drink franchise business in Malaysia. Gong Cha serves a total of about fifty-seven different drinks, which can be divided into seven product lines: House specials, Brewed tea, Milk tea, Creative mix, Coffee, Healthy series and Ice smoothies. They also offer drinks in medium and large sizes. The most popular Gong Cha Milk Green Tea contains a lower layer of brewed tea covered by an upper layer of special creamer. Gong Cha also offers tea sets and tea in stores, such as Bi-Luo- Chun Green Tea and Darjeeling Spring Tea. Recently they offer a new type of food in their menu, Mochi Waffles. (Students will need to provide their answers in relation to the given scenario and context)

(a) Choose ONE (1) segmentation variable of your choice and conduct a market segmentation analysis based on your choice for Gong Cha's new product, Mochi Waffles.

(b) Using the THREE (3) targeting strategies, choose the right target market strategy combination for Gong Cha's new product, Mochi Waffles. Provide justifications with relevant examples to your answer. 

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