Strategic Map

Figure 5. Strategic Map of Shih Chen Foods Company

Shih Chen Food Company devoted to be Porsche in the milk tea market, also yearn to promote quality and authentic Taiwan oolong tea to all over the world. Therefore, they want to build MIT new tea culture brand and adopt three main activities to achieve this big target, which separated into meet market target, quality, and differentiate.

(I). Quality

To achieve the goal of promoting Taiwan tea all over the world, they use Taiwan oolong tea, and first must to meet the standard- quality. To meet this strict standard, the tea farmers are tutored and audited by professional and take pesticide testing regularly. Furthermore, they make the record of tea farming and inspection of product periodic and packaging materials to attain health management and traceability before their tea being final commodity. Thus, their efforts have been seen. They get lot of awards and in recent years, they get Halal Certification. With these awards and Halal Certification, they can get closer to the final goal. Due to Halal Certification, they can sell their product to Islam country, as we know that Islam country’s market base is quite big. Therefore, it can help Shih Chen Food Company to get closer to their dream.

However, about the quality of their tea, some news showed that their oolong flower have been tested out contain DDT residue. Though health bureau of Taichung city government check upstream manufactory- Shih Chen Food Company found that their oolong tea is from Nantou tealeaves store and rose is from Tainan. However, Shih Chen Food Company don’t have any proof about pesticide testing. In addition, health bureau of Tainan city found that the description on the box of flower said: “Flower herbaceous plants for spices, not edible”, and they still found there are signature on it (Liberty times net, 2015). This news examined whether they implement their activity well or not. The company said that they do pesticide testing and product inspection before it turn into final commodity, but in fact maybe we will put more question on the quality of the product.

The second question of the quality is, the use summer oolong tea to make oolong flower tea. As we know about the product they said it is because the taste and flavor of summer oolong tea won’t be too strong, it won’t let the flower fragrance disappear.

And this way can also give a new road for summer oolong tea, why it is a new road?

As mentioned before, consumers will buy winter or spring oolong tea owing to the fragrance and flavor are strong and clever compare to summer oolong tea. Therefore, on the other side, the quality of summer tea is not good. From these two viewpoints, the basic question is how Shih Chen Food Company define the means of “quality”.

(II). Differentiation

Shih Chen’s position is differentiation. This is one of the reasons why their

profitability is above the industry average. In order to be different from the other milk tea brands, 3:15PM did lots innovation as following.

A. Innovation

a. Chu’s fragrant baking(朱氏香焙)

Endue the new for summer oolong tea. They create unique way of baking oolong tea to sparkle-out the first oolong tea in the world. Utilize multilevel technology to let oolong tea and black tea ferment.

b. Diversification of taste

In Shih Chen their total number of products already is 132. Not only produce tea kinds of production but also casual drinks. Included milk tea, coffee, healthy drink, soup, flower tea and so on. Moreover, in every kind of drinks has a series of different tastes.

c. Chinese-Western fusion.

In order to catch bigger markets, Shih Chen will mix two different flavors of tea together. For example, in general, Chinese like to drink oolong tea and Westerners like to drink flower tea. So they mix them and create new flavor tea-oolong flower tea which meets the need of Chinese and Western people in the world. It is called New Tea Culture.

d. Tea bag

They are the first to launch tea-bag kind of milk tea. It is different that their tea bag includes leaves but not all power. It can be used twice. Therefore, first milk incense will be stronger then second is tea incense.

e. Natural nursing research and development base

This main purpose is using natural wild way to cultivate the most-healthy wild tea. Mr. Chu think no matter how the world change, it is needed the natural and time to perfectly match to brew a pot of tea. However, the concept of breeding R&D base is from Yunnan Pu’er tea farm in order to return and develop nature tree garden.

(III). Meet market need

Shih Chen company in order to meet market need, they took flexible marketing strategy.

A. Chain tea shop In the past, 3:15PM Observed more and more people in the world like to drink tea, Shih Chen company announced that it will cross the catering industry, with its own brand " 3:15PM " set up a chain teahouse. Through the agency or authorized way to flag the world's major cities, including Shanghai, Malaysia and other existing agents.

B. Tourism factory; garden "3:15PM sightseeing factory" to provide teaching of experience, also promote Taiwan's "new tea culture", peace of mind to enjoy another kind of leisure style. In addition to providing kindergarten to the Institute of student knowledge learning trip, also provide foreign guests and the community to visit. Through tea experience and outdoor teaching, understanding of industrial culture, the tea to be passed on. The production line opens to visit, through the experience of goods and then establish a healthy consumer confidence in the cycle.

C. Get into tourism commodity market In fact, getting into tourism commodity market will be subject to network blog and travel books recommend, and because of the effect of word of mouth in the Korean tourist group has a very high brand

recognition and purchase of the name of the "3:15PM ".

D. Interactive physical shop This year Shih Chen company established the first store in Korea, and the store and sold well.

E. Combined with movie star to maintain product image This year 3：15PM invited to receive the Golden Horse Award for best supporting actress Xie Jiaying as a brand representative.

F. 3:15PM fan page In order to let more people know 3:15PM, Shih Chen company created a Facebook fan page. Shih Chen company not only update its status on news feed, but also answers questions in chat box.

G. Bottled milk tea Considering the Koreans preference of drinking, who do not like to spend too much time waiting, therefore 3:15PM also sell bottled milk tea, and let them directly took away. From 2017, Bottled milk tea also sold in Taipei 101.