Marketing Strategy For The Fourth "Cha-chak Comfortable" Thai Tea Shop In Chengdu

Milk-tea has become one of the most popular drinks and the industry is blossoming all over China.Cha-chak Comfortable,a Chengdu-based tea shop chain specialized in Thai-style drinks,aims to become the second Starbucks in Chengdu,China but the owner finds that it's difficult to achieve this good simply by copying Starbucks' model.This paper analyzes Cha-chak's current issues and does a comparison analysis with Starbucks' case from the market segmentation perspective.It proposes that Cha-chak should identify its new and unique market segments to focus on,and also adopting differentiation strategies in the shared market segments with Starbucks.Furthermore,the author also puts forward effective marketing communication strategies according to various segments.In addition to providing tactical guidance for Cha-chak,the current study also provides significant reference to future studies by exploring the application of contemporary market segmentation and effective communication theories in the specific context of the milk-tea industry in local Chinese market.