Case study: company analysis Tealive / Nur Athirah Mohd Khairulanuwa … [et al.]

The beverage industry produces beverages and goods ready to drink, with high standards for hygiene and technologies. There are two main categories in the industry: alcoholic beverages and non-alcoholic beverages. The food and beverage market in Malaysia is expected to develop rapidly due to rising disposable incomes, population expansion, and new products and trends. Tealive is a trusted brand with over 800 outlets around the world. This case study will discuss their marketing and operational strategies, financial achievement, and recommendations for deficiency. Tealive is a popular Malaysian tea chain founded in 2017. It is known for its wide range of tea-based beverages, including milk teas, fruit teas, and herbal teas. It has won the backing of Creador, a leading private equity group, and has grown rapidly since its founding. Its success is due to its innovative marketing campaigns and strong brand identity, which have helped to distinguish it from other tea chains in the region.
Through this case study, we gain a lot of information about Tealive’s company. Using Business Model Canvas (BMC), we know that Tealive emphasizes its commitment to quality, customization, brand experience, convenience, and customer engagement to drive revenue and maintain a competitive edge in the bubble tea market. Tealive collaborates with Touch N Go, Duck Cosmetic, Nestle, Biscoff and Mamees to ensure a consistent supply of high-quality ingredients, manage franchise operations, and implement effective promotional campaigns. Tealive focuses on branding, production and service and delivery to continuously innovate, maintain product quality, support franchisees, build brand awareness, and deliver excellent customer experiences. Next, Tealive relies on physical resources, intellectual resources, financial and skilled human resources to produce beverages, differentiate itself, manage operations efficiently, and provide excellent service. Tealive offers affordable price, halal products and strategic location access to its products, catering to bubble tea enthusiasts, trend-conscious consumers, students, and young professionals. Tealive also strives to provide personalized service and engages customers through loyalty rewards to enhance satisfaction and loyalty. Tealive operates physical outlets, offers online ordering through its website and app, social media and partners with delivery services to reach customers. Tealive targets bubble tea enthusiasts, trend-conscious consumers, and students/young professionals seeking a vibrant and social atmosphere. Lastly, Tealive generates revenue through beverage sales, with varying prices based on customization.
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Moreover, from this case study we could see the findings and discussion that need to be highlighted. Thus, from our findings, Tealive still has flaws or problems such as unhealthy drinks, pricey, uncomfortable straws, and lack of workers. However, problems that arise can be resolved so that this business can continue to operate for a long period. In this case study, possible solutions to the problem will also be presented, as well as how BMC may be used to develop the business, limit the focus, and prioritize the target clients. According to recommendations gained when analyzing this business, we decided to set up our own beverage company that sells non-alcoholic products such as teas, coffees, soft drinks, health drinks and other side menus. We have decided to open a factory in order to manage our business.