CHAPTER 1

Introduction

The milk tea business has become more well-known all over the world. As the number of

milk tea shops in the area has increased, it is important to learn from the actual experiences of

the many owners in order to understand the struggles and strategies in maintaining their business.

Other business owners in the industry can gain from understanding the experiences of

milk tea store owners. It is possible for other company owners to enhance the sustainability and

profitability of their own milk tea shops by adopting best practices, avoiding common pitfalls,

and learning from the experiences—both the successes and challenges—of these entrepreneurs.

The purpose of this study is to learn more about the experiences of the owners of milk tea

shops in Indang, Cavite. We want to learn the specific elements that led to these owners' success

as well as the difficulties faced by company owners in continuing to expand their enterprises

through surveys and interviews with them.

Owners of milk tea shops must take into account a number of factors, including menu

creation, client preferences, site selection, pricing and marketing tactics.

The purpose of this study is to help researchers better understand these variables and how

they affect the business of milk tea shops in Indang Cavite. By addressing this research gap, we

hope to offer a thorough grasp of the actual experiences of the proprietors of milk tea shops in

Indang Cavite.
 It is anticipated that the study's conclusions would lead to improvements in Indang

Cavite's milk tea shops. It attempts to offer useful suggestions and solutions that specifically

address the difficulties and possibilities experienced by milk tea shop owners using the

knowledge gathered from their experiences.

Moreover, this study will illuminate the creative approaches and optimal methodologies

utilized by milk tea shop owners to surmount obstacles and leverage expansion prospects. By

disclosing these tactics, other business owners in the industry might be motivated to take similar

actions and improve the profitability of their own milk tea establishments.

The proprietors of milk tea shops in Indang Cavite will be directly impacted by this

research as its observations and suggestions are tailored to their unique requirements and

difficulties. Through the examination of particular obstacles that proprietors encounter, such

rivalry and consumer inclinations, this study will enable them to make knowledgeable choices

and adjust to the ever-changing milk tea market.

Statement of the Problem:

Generally, the purpose of this phenomenological study is to explore the strategies in dealing with

the competition in the market for milk tea shop owners at Indang, Cavite.

Specifically, this study sought to answer the following.

1. What are the strategies of milk tea shop owners in dealing with the competition in the

market?

2. What are the struggles caused by the competiton in the market to the milk tea shop

business?

3. How do these strategies aid the struggles in dealing with the competition in the market?

Theoretical Framework:

This study is seen through/anchored from Contingency Theory by Burns and Stalker who

pointed out that the most effective organizational structures, strategies and leadership styles

depend on the specific circumstances and contingencies faced by the organization. This theory

analyze the fit between organizational variables and the external environment, as well as to study

the impact of different contextual factors on organizational performance. This theory is aligned

and can be observed in our study as we explore the strategies of the milk tea shop owners to

adapt with the competition in the market.

Significance of the Study:

Results and findings of this research would be beneficial to the following end-users:

Consumers. This study would be beneficial for them by the fact that the business sell this

product for them and improve it for them to buy it.

Teenagers. This study would be beneficial for them by the fact that the business is a trending

product on teenagers.

Business owners. This study could help them analyze what strategies can be implemented on

their businesses to deal with market competition.

Local Government. This study would also be beneficial to the local government. The local

economy would arise as the businesses grow.

Future researchers. This study could help the future researchers and this study may serve as

their guide for their study.

The researchers. This study would also be beneficial to the researches as it enhances their skills

and knowledge in engaging research.

Scope and Delimitation:

This study is focused on the lived experiences of milk tea shop owners in dealing with the

competition in the market at Indang, Cavite. This study was conducted during the school year

2023-2024. The subjects were 3 selected milk tea shops in Indang, Cavite. Different

perspectives were studied. The study was conducted on the 3 selected milk tea shops in Indang,

Cavite. The research focused on the results of the interview conducted.

Definition of Terms:
For the purpose of clarification, the important terms used in this study have been defined. The

following terms are:

Sustainability. Refers to the capacity of a business or organization to operate

Profitability. The ability of a business to generate profit over a specific period

Account. Teans to record, classify, and report financial transactions

Anticipated. Refers to something that is expected or predicted to happen

Disclosing. Making information known to others

Rivalry. Refers to the competitive dynamics within an industry or market

CHAPTER 3
 Methodology

Research Method:

This study will implement qualitative research method. It is a systematic approach of

gathering non-numerical data for understanding human experiences and social processes in their

whole. This study employed a qualitative research methodology with the aim of investigating the

diverse viewpoints of the milk tea shop owners.

Research Design:

The research design that would be utilized in this study is Phenomenological. Using in-

depth interviews, this qualitative technique focuses on defining subjective meanings, suspending

assumptions, and iterative analysis to capture the core of peoples' lived experiences.

Phenomenological design will be used by the fact that the study is about lived expiriences of

milk the shop owners.

Participants of the Study:

Three milk tea shop owners in Indang, Cavite aged 20-50 were randomly selected to

participate in this study. Their milk tea shop businesses are located all at poblacion tres in

Indang, Cavite. The researchers will do a demographic profiling to the randomly selected

participants. The researchers randomly selected them to explore what are the strategies the

owners have build to deal with the competition in the market.

Sampling Procedure:

Random sampling was used by the researchers in this study. The methodology ensures

impartial representation by choosing a sample from a population in which every member has an

equal chance of being picked. Participant selection for this study was done at random by the

researchers.

Research Instrument:

The primary research instrument that is used by the researchers in this study is interview.

Interview refers to a structured or semi-structured conversation between a researcher and

participants with the purpose of gathering data. The researchers provided a set of questions for

the participants being interviewed to gather data for the topic being studied.