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STRAMA PAPER | GROUP 5

INFINITEA L’PASEO BRANCH

          I. Executive Summary

          Infinitea is one of the popular milk tea shops in the Philippines which aims to provide drinks with good quality and affordable prices. The company’s target markets are both male and female between the ages of 13 and 25 years old since the main target of Infinitea are students and young professionals. We the researchers of Infinitea company, looking for a development of their products that will set them to be different from their rivals, that will provide good quality products, unique products, satisfaction, well-taste, and new variety of milk tea.

          Nowadays, the milk tea industry is facing fierce competition. When the popularity of milk tea increases, also the number of competitors who enter the market are increasing. For them to be able to outperform previous success and improve productivity, the organization integrated and checked their previous strategy. Infinitea's goals are to raise consumer awareness through advertising, increase sales of new products, and create a strong reputation in the milk tea industry.

          II. Internal Assessment

          A. Corporate Profile

          Infinitea is a food service company established in 2010 fueled by a passion for wellbeing, specializing in healthy milk tea. The concept is inspired mainly by Asia’s unique culture of tea drinking – which in many Asian countries, is an important part of a ceremony in entertaining customers, that reflects a sign of respect and value for the guests. Infinitea drinks are guaranteed made from 100% freshly brewed loose-leaf teas of high-quality, made exciting by different flavors and mixes for a fun and healthier lifestyle.

          The goal in establishing Infinitea was to bring the joy of healthy living through tea to the hearts of Filipinos. As one of the first pearl milk tea brands in the Philippines, this food service company takes its responsibility seriously to educate the public about the health benefits of tea-based beverages.

          Infinitea is committed to being the best in the field and as such, is the biggest milk tea company in the country, with over 400 branches nationwide. What sets Infinitea apart from other brands is its exclusive formulas. Using quality ingredients, the signature tastes are specifically formulated to ensure Infinitea beverages stand out from the rest.

          With more than 100 items on the menu, including a variety of tea-based drinks (such as pearl milk teas, original teas, and fruit teas) for tea enthusiasts and non-tea drinks (such as frappes, sodas, and its iced series), Infinitea has the widest product range in the industry. But innovation does not stop there. Infinitea is constantly growing its beverage range and introduces an average of 15 new products each year.

          To keep franchisees at the top of their game, Infinitea provides extensive training for staff. With a Research and Development team comprising the most reliable food and beverage professionals in the country, and training centers providing unparalleled services, Infinitea’s exclusive training program is the envy of the industry.

          B. Company Mission and Vision

           Infinitea is a company focused on providing the best milk tea and based drinks on the market. The company aims to bring the milk tea experience closer to each home and to provide customers with a one-of-a-kind tea experience by ensuring that we use only the best and freshest ingredients in the marketing of our drinks.

           Objective

           The Company’s goal is to bring Milk tea Experiences closer to home while its objective is to convert Coffee drinkers to milk tea drinkers.

 Long-Term Objectives:

         To be the largest Milk tea shop in the Philippines.

         To be the best well-known tea shop in the Philippines.

         To branch out to other countries.

Short-Term Objectives:

         To develop a unique product that is not offered by the other competitors for not less than a year.

         Increase sales per the current year.

          C. Corporate Profile

          Organizational Chart 

          D. Product Line

          Milk Tea

          Infinitea have 28 different varieties of teas and tea-based drinks from all over the world. At its most simple, milk tea usually means a tea with milk in it.

          Original Tea

          Infinitea offer 5 different teas. This creates a smoother flavor and slightly sweetens the tea. It is a popular way to serve tea in many parts of the world, and it is an easy way to change up your average cup of tea.​

          Frappe

          Infinitea have 24 different varieties of frappes. It is an iced beverage that has been shaken, blended, or beaten to produce a tasty, foamy, and refreshing drink. It is served cold, often with whipped cream and toppings.

          Soda Pops

          It is a popular non-alcoholic beverage. Infinitea offer 7 different varieties of soda pops. The flavoring varies widely, popular variants being fruit juices, fruit syrups, cream, or cola flavoring; the soda pop is usually served chilled.

          Iced Series

          Infinitea have 6 iced series available. Though usually it served in a glass with ice, it can refer to any tea that has been chilled or cooled. It may be sweetened with sugar or apple slices.

          Lemonade Coolers

          Infinitea have 8 different varieties of lemonade coolers available. It is drizzled over shaved-to-order ice that makes a refreshing summer treat, but it can also be mixed with sparkling water for a simple but utterly satisfying homemade soda.

          Fruit Tea

          Infinitea offer 14 different varieties of fruit teas. It is a fabulously tasty infusion of fruit flavors that can be enjoyed both hot and cold.

          Add Ons

          Customers can add different sinkers for their drink because they offer 7 different sinkers which may fit for your milk tea.

          Foods

          They also offer 6 different foods for the customers who did not already eat. You can either buy food for one person or for a group.

          Price of Products

          E. Internal Factor Evaluation Matrix

          The most significant strength that the company has is the store condition/cleanliness because they ensure the safety from stocks to their customers. However, the most significant weakness of the company is Poor service because during this pandemic we do not have the time to visit the store itself but every time we do, we see our staff’s kind of clumsy and usually they do not mind the customers outside the store because they use their phones. So, the total weighted score is 3.05. It means that the company has a strong internal position compared to competitors.

          III. External Assessment

          Market Position: Market Shares

Survey results from 50 Milktea Lovers ages 18-50yrs. old that usually visits Milktea shops like Infinitea, Coco, Chachago, Boba Milktea, and I love Milktea.

          Based on the survey result, the market leader would be the Infinitea because they say that it is more convenient to find Infinitea shops than the other Milk tea stores. However, the competitor is Coco Fresh Tea and Juice. We know that usually we see Coco in Malls wherein today during this global pandemic it was only visited by ages 21-50 yrs. old or can be ordered only in Food deliveries. While the market follower is Chachago, the store was first opened in 2018 that is why it is known just for a while but really attracts Milk tea lovers because of its appearance that also looks like Macao or Infinitea's Milk tea. On the last hand, the market niche is Boba MilkTea and I love MilkTea because these two are having only limited branches or it is still a small or a business that just has started for a while.

1. Market Leader - Infinitea

2. Market Challenger - Coco

3. Market Follower - Chachago

4. Market Niche - Boba MilkTea and I love MilkTea

            A. Porter’s Model Analysis

Porter’s Five Forces                                                                                        

          Porter’s five powers is a theoretical framework for analyzing industries and developing strategies. The five forces analysis is commonly used to assess business strategy by identifying an industry’s structure. The strength of rivalry among competitors, the risk of new entry competitors, buyer bargaining power, supplier bargaining power, and the threat of alternative products and services are the five forces shaping conditions within the industry. By using Michael Porter’s five forces model, Infinitea will be able to better define its market position.

Threats of new entrants

          Infinitea serves a wide variety of tasty and refreshing authentic pearl milk tea drinks and is competing with other milk tea shops in the Philippines. Filipinos love refreshing drinks, and milk tea appeals to everyone’s taste buds. Infinitea is one of the fastest growing milk tea franchises in the Philippines.

Bargaining power of suppliers

          Customers of infinite have a lot of bargaining power because there is no or low switching cost for them, and there are a lot of deals open to them. The number of suppliers in a given industry would usually determine the ownership of providers in that industry. In certain cases, the number of suppliers in a given industry determines provider power.

Bargaining power of buyers

          The large array of safety data sheets has created a lot of power at the hands of the consumers. They use this system for their COSHH assessments, from start to finish they use a plethora of MSDS available to use which then self-populate all the hazardous you need to address. Once the initial purchase has been made, brand loyalty may start to formulate.

Threats of substitute products

          Infinitea milk tea faces a significant challenge from alternative goods and services. Coffee and smoothies are examples of replacement for Infinitea milk tea, while pubs and bars can be highlighted as alternative places for consumers to meet anyone and spend their time outside of their home and work area.

 Rivalry among existing competitors in the industry

          Rivalry between competing companies in a given industry can take several forms. To join the industry, a significant number of financial resources associated with buildings and assets are needed. Law entry barriers within industries imply that many rivals exist within the various sectors in which infinite operates, resulting in increased rivalry as businesses seek to expand their market share.

          B. External Factor Evaluation Matrix

          The EFE Matrix is an excellent tool for prioritizing and visualizing Infinitea’s opportunities and threats. Infinitea has a total weighted score of 2.7 based on the External Factor Evaluation Matrix. The overall weighted score is above average, indicating that Infinitea’s methods are working and that it is maximizing internal opportunities while mitigating the negative impact of external threats.

          According to the EFE Matrix the factor with the most weight is the “Outsourcing other drink varieties” and “Improvement in terms of marketing and advertising”. This is due to many competitors of the company and the field. There are a lot of established businesses that offer similar products and services. On the other hand, the external factor with lowest weight is the “Thrifty Filipino mentality”. While not impending, the danger of seasonal promotion and thrifty Filipino mentality remains a possibility and is thus still a threat factor in this matrix.

          The EFE Matrix reveals that the organization can only respond to external factors to a limited extent. This means that Infinitea can adequately cover most external variables, but not all, with its current strategic orientation. They are typically a high-performing and scoring company, and they are also a major competitor in the industry.

          C. Competitive Profile Matrix

Legend:

Rating:  4 – major strength  3 – minor strength    2 – minor weakness  1 – major weakness

            Based on the CPM Matrix of Infinitea has achieved a weighted score of 3.77 while Chachago achieved the weighted score of 3.74, I Love MilkTea achieved the weighted score of 3.52, Coco Fresh Tea and Juice achieved the weighted score of 3.74 and Boba Tea House achieved the weighted score of 3.48. Even though Infinitea has the highest score, a portion of its factors have a changed score in rating and weight.

          Infinitea is leading among its competitors but they must be steady on their strategy and make an enhancement for certain pieces of basic achievement factors, for example, marketing and advertising competitors. Other 4 competitors are coping with the marketing results that may turn into the ruin of Infinitea.

          D. Key External Factors

POLITICAL

          Infinitea is a provider of beverages. It offers a variety of milk tea, original tea, coffees, frappes, iced teas, soda pops, lemonade, and more, thus regulated by the FDA. Along these lines, they are accepted to maintain a firm norm of the laws set out by the FDA with consistency. Besides, different business sectors across the city have distinctive arrangement of strategy that are either peaceful or are whichever thorough. The political conditions too matter fundamentally as there can be some respectful struggle in specific business sectors or because of swelling the deals of the item can fall.

ECONOMICAL

          Infinitea is a top priority when it comes to franchising. As previously mentioned, Infinitea must provide extensive training for all of their staff to keep franchisees at the top of their game. With an Innovative work group containing the most dependable food and refreshment experts in the country, and preparing focuses offering unmatched types of assistance, Infinitea's selective preparing program is the envy of the business.

SOCIAL

          As previously mentioned, Infinitea is one of the biggest milk tea shops here in the Philippines and specializing in healthy milk tea, unlike the other milk tea shops. The concept of infinitea is inspired mainly by Asia’s unique culture of tea drinking - which in many Asian countries, is an important part of a ceremony in entertaining customers, that reflects a sign of respect and value for the customers. (Infinitea Milktea, 2017)

TECHNOLOGICAL

          Progression of technology regarding of operation is a major benefit to most clients or customers and companies since comfort is a major factor that chooses the selling point of the company. Infinitea will enter into the current situation regarding the expansion of their service to customers even at home using delivery applications.

LEGAL

          As mentioned, Infinitea is regulated by the FDA. They should guarantee that it doesn't disrupt any rules or enactment set out by the FDA with consistency. Infinitea is already performing well in these aspects.

ENVIRONMENTAL

          Infinitea claims that their tea drinks are guaranteed made from 100% freshly brewed loose-leaf teas of high quality. They made it exciting by different flavors and mixes for a fun and healthier lifestyle. (Infinitea Milktea, 2017).

          IV. Strategy Formulation

          A. Boston Consulting Group Matrix

          Infinitea is located on the star. It shows that the market share of Infinitea has relatively high and is a growing market. Infinite has become one of the well-known milk tea shop brands because it has 300 branches and a variety of delicious offerings. If not maintained and well-market, Infinitea might go to the question mark.

          B. Strategic Position and Action Evaluation Matrix

          The SPACE Matrix of Infinitea had concluded to be valued under 0.91 which refers to the company being slightly aggressive to the current industry that they are a part of which brings us to the conclusion that even the company had still rooms to improve their services they are still trying to maintain their status by still commencing in the fight of Milk tea Industry.

          C. Grand Strategy Matrix

          Infinitea lies on quadrant 1 because it presents the primary attacks made by the Infinitea Company during the starting of their company the quadrant presents an aggressive attack due to the company being known during their starting period. Meaning, Infinitea has a competitive base where they are focusing on their market development, market penetration, forward integration, backward integration, horizontal integration, related divestiture, and product development. On the quadrant 2, it presents the marketing strategies made by the company, knowing their exact market and approach is their formed strategy. On quadrant 3 it shows the starting of defensive movements made by the company, reducing the company’s expenses is the main defensive strategy that the company played. And on quadrant 4 it presents the current stand of the company which is to attack small companies willing to join ventures alongside their company.

          D. Internal-External Matrix

          The total weighted average score of the Internal Factor Matrix reached 3.05 which means that it reached the strong point of the Matrix like presented on the figure and the External Factor Matrix reached 2.7 which reached the high point of the Matrix as presented on the figure. To conclude the explanation and analysis of the Internal – External Matrix the Infinitea Company is holding and maintaining their current status in the market alongside their SPACE Matrix which resulted in their company to be defensive rather than aggressive.

          E. Strength - Weaknesses - Opportunities - Threats

Strength

1.    Strong Brand Recognition

          Infinitea is a food service business offering healthy milk tea products. It was established in 2010 and is continuously recognized up to the present. They are known for their concept of Asia's unique culture of tea drinking. They are highly recognized for their outstanding 100% freshly brewed loose-leaf teas. They provide quality products and services that make them more valuable to the market.

2.    Experienced Management Team

          To achieve a well-managed business, Infinitea continues to offer training and seminars to improve the skills and competence of the management team. They are the ones who supervised the growth and lacked the business, so they need to portray their roles as the superior inside the establishments effectively. They guide and teach the potential staff to maximize their skills to offer desirable customer service. Also, they set legal responsibilities to be observed and achieved to make the business more solid and valuable to the market.

3.    Corporate Culture

          Infinite is constantly growing over time so that they value their goals more. They continue to look for potential staff and partners to help the company raise more and offer quality products and services to the market. They dedicate intensive efforts to achieve their vision and vision and mission while providing the fine products of their choice. Infinitea prioritizes professionalism and passion in creating an environment that will make the customers feel at home.

4.    Financial Ratio

          Infinitea is a go-to place because of its ambiance and affordable teas. Their financial statement is stable and continuous to increase over time through the years that they are operating. They are considered one of the growing and highly recognized competitors in the food and beverage industry.

5.    Store Condition/Cleaning

          The establishment is considered relaxing and spacious, perfect for staying while drinking tea with family, friends, or alone. The establishment is convenient for the consumers because it adds to their need to have a place to stay when they want to rest. It continues to attract consumers not only for the affordable products but also for the services they offer to consumers when buying or staying for a tea.

6.    Room Comfort Standard

          The establishment is of modern style with relaxing interiors and exteriors that warms up the mood of the consumers. It provides comfort and convenience to the customers. There are tables, couches, chairs where you could sit with your company while drinking tea. It is air-conditioned establishments that provide Wi-Fi and charger outlets for the customers to maximize their stay.

7.    Food/Dining

          Infinitea serves a variety of tea products that are 100% freshly brewed leaf teas. Also, they offer quality pearl milk tea drinks that are most recognized in the market when availing of milk tea. Infinitea prioritizes providing an enjoyable and healthier lifestyle so that consumers will not outgrow the taste and experience of Infinitea’s popular tea products.

8.    Prime Location

          Infinitea serves variety of food and tasty milk tea products in Tandang Sora, Quezon City. As you explore Tandang Sora your feet will take you to a place where you can relax and access affordable milk tea which is known as Infinitea. It is located exactly near L’ Paseo, 1 Tandang Sora Ave, Lungsod Quezon, Kalakhang Maynila. It is the best place to stay when you are out in the sun and looking for something convenient and refreshing.

 Weakness

1.    Age of the Building

          Most milk tea shop competitors are building and designing their establishment with a modern style to attract target markets. Customers want a picture-perfect and relaxing atmosphere where they drink their teas peacefully while continuing their routine. These innovations are putting Infinitea out of customers' line due to the mood and somewhat older style it presents than the other potential competitors.

2.    Ineffective Promotions and Advertisements

          The consumers do not widely recognize Infinitea because they lack connection to the market. They are not active in advertising their products, especially on social media platforms where product and service advertisement spreads fast. Most of the market is unaware of their products and service offering.

3.    Poor Staff

           Infinitea is a go-to place whenever customers want some relaxation while drinking their choice of tea. However, some reviews about Infinitea indicate that employees chat more with each other than focus on getting their orders. Also, while working, they tend to do other things than accommodate the customers, such as talking or checking their gadgets at work. Also, some staffs cannot do work independently, so they refer to their seniors and ask for help making the customers wait longer.

4.    Poor Service

          Infinitea offers quality products and services that are continuously recognized in the market. However, some consumers are asking to improve their customer service. Based on the reviews, sometimes they get their order wrong or experience terrible service offering such as incorrect sugar labels or tea flavors. Also, some customers ask to improve their room service to maximize the stay while drinking their choice of tea.

 Opportunities

1.    Outsourcing other drink varieties (coffee and smoothies)

          Infinitea offers different varieties of milk tea, but some people have lost appetite with everyday milk tea. People wants different taste of drink and go-to-drink. Infinitea does not offer coffee and smoothies and it is a good thing for them to offer it because they have the big influence in food and beverages industry where they can be popular with one unique drink.

2.    Franchising

          Infinitea franchise established in 2010. They have been the most successful by its encouragement of franchising the business, and in doing so has managed to be one of the biggest and longest milk tea businesses in the Philippines.

3.   Seasonal Promotions

           Infinitea has Seasonal Promotions, they have special offers and discounts during the year. This also to attract the attention of their business to increase revenue.

4.    Improvement in terms of marketing and advertising

          Infinitea in terms of improvement of marketing and advertising is one of the successful because their business is popular not just only with the students, but also for young entrepreneurs. They have the marketing strategies that enable them to reach their market size. For their advertising, owners add regular customers to promote their upcoming promotions and will give discounts for them.

5.    Provide bulk selling of different milk tea flavored powders.

          Many milk tea shops have their own flavor powders. The Infinitea offers different choices of milk tea flavors for their customers to choose what they prefer to drink, and they can also provide more of milk tea flavors since they have their own factory.      

6.    New product introductions

          Infinitea have the successful products and always have the chance to introduce new product because they have an attractive unique selling proposition. Infinitea has something that makes them stand out from the competition in the business industry.

7.    The brand is potentially attractive to global and international partners.

          Infinitea brand is popular in the Philippines and can be popular also globally and internationally because of their good quality products of beverages that can attract more people.

 Threats

1.    Thrifty Filipino mentality

          Infinitea is one of the biggest milk tea shops in the Philippines and they cannot avoid the Filipino mentality toxic trait where they can destroy business on any social media platforms once they notice or experience lack of service.

2.    Huge quantity of competitors

          In the Philippines, the milk tea shop is one of the booming industries nowadays. There are a lot of huge competitors that can be led into rivals like Macao Imperial Tea, Gong Cha, Coco fresh tea and Juice, and many more. It is normal in this industry where they can lose or win in the end.

3.    Established sole businesses.

          It is the simplest way to run a business under one person who owns the business and personally responsible for its debts. This is a huge risk you can take to run a business in an easy way but there are disadvantages like the owners cannot raise capital by selling an interest in the business. Also, sole businesses are rarely surviving because of their owners who do not retain value.

4.    Investor preference

          There are investors that are strict with the business preferences. They want creativity and imagination in business because it will give an opportunity to success. If the business does not have these, investors might not choose your business and not to be with your partner.

5.    Continuous product innovation

          Since our world is evolving, the needs and wants of people also evolve. Many customers nowadays are picky or choosy in terms of the products that is why businesses should innovate their products for them to still be alive in the industry. It is impossible for the business to remain successful if the products or services they offer are stagnant.

          F. Quantitative Strategic Planning Matrix

          The result showed that Infinitea should focus on exerting intensive efforts to their market penetration. Infinitea should watch over how many products they offer to the market. Also, it is required to develop improvements that can increase the market share of Infinitea's product and service offering. The scores of the three strategies indicated are close to each other that can be implemented to improve the company's strategic management. After improving the market penetration strategy, Infinitea can use it as an opportunity to put intensive efforts into improving their product and service development.

          V. Strategic Recommendation

          The overall strategy formulation has indicated that Infinitea should create a competitive and robust strategy to boost the company's growth. The intensive approach used in the Quantitative Strategic Planning Matrix (QSPM) includes market penetration, product development, and service development. These strategies require more attention and efforts for Infinitea to achieve its food and beverage industry goals. These strategies will help the company's growth in the market and boost the competitive status of Infinitea when it comes to product and service offerings.

Strategy 1- Market Penetration

A.   A Broaden Market in the Philippines

          Since Infinitea is well-known in Luzon and already has different branches in Manila to the nearest Province, Infinitea should expand its market. Since the company had been established in 2010, it has become successful and valuable in the market. Despite other popular tea shop competitors such as Starbucks, Serenitea milk tea, Moodleaf tea shops, and the likes, they are still increasing in terms of their financial ratio. Infinitea should consider expanding its market share to reach places in the Philippines with a potential market other than Luzon.

Strategy 2- Product Development Strategy

A.   Develop and Improve Existing Products

          It is essential to consider the changing society. As time goes by, the market preference changes, and they want more than what they usually get. Customers are a vital factor in the growth and success of the company, so they must get what they desire. The management team can conduct research involving the changes in the culture and preference of the consumers. This market research can be a tool to enhance the existing products into a more desirable asset. Creating new products that are unusual in the market will help to keep up with the competitors. Modern society often tries things that they have never tasted before. With this, the strategy and product offering will be boosted and become more recognized.

Strategy 3- Service Development Strategy

A.   Maximizing Customer Experience

          Customers are the utmost priority when it comes to establishing a business. This strategy involves improving customer service, market research, training, seminars, improved operation, and the development of new services. Also, it includes a standard room experience where they receive additional services that will satisfy their stay in Infinitea while drinking their tea or eating dessert. Implementing these improvements will help to achieve the strategy that the company aims. It can create an outstanding operational and service plan and backup tool for changing preferences in the market.

          VI. Action Plan

Market Development

          This action has a strategy that focuses on offering a low cost of product at a consistent level of quality. It is to maintain the brand and quality of Infinitea that was very known to the public. It also gives importance to customer needs and wants based on the product they want to receive from the company, that is why innovation and development is needed not only for the business but also to what customer is looking for to one product.

Product and Service Development

           This can maintain the relationship and bond between the business and its customers. Relationship that was made because of how they received a service from the employees. It leaves a good reputation to the one who received good customer service from the company. Treating customer right will result in long relationship bonds and loyalty that even a competitor cannot break.

Market Penetration

          Infinitea with a food delivery service can be a good marketing strategy to boost sales and reach more customers. They are both using each other to gain profit while satisfying the customer's demand. By saying this, the food delivery services (food panda and such) has connections to different stores and agreed to have commissions if ever a customer will purchase the said product/s. So, both businesses are benefiting with each other by also providing the same quality of service that the customer must receive upon purchasing.

          VII. Conclusion

          Based on the statistical results of different matrices, the conclusions we have made is in the following:

          In the Internal Factor Evaluation (IFE) Matrix, the Infinitea collected a total weighted score of 3.05 which reflects the effectiveness in responding in different types of company. The matrix just shows that the company has a strong internal position compared to competitors.

          When it comes to External Factor Evaluation (EFE), the Infinitea resulted in a total weighted score of 2.7. The total weighted score is above average, indicating that infinite’s method was working, and it is maximizing internal opportunities while mitigating the negative impact of external threats. This means that EFE Matrix can only respond to limited extent to external factors.

          In the Competitive Profile Matrix (CPM), the Infinitea has a weighted score of 3.77 while Chachago has a total weighted score of 3.74, the I Love Milktea also achieved a weighted score of 3.52, Coco Fresh Tea and Juice achieved the weighted score of 3.74 and lastly the Boba Tea House has a weighted score of 3.48. Based on the CPM even if Infinitea weighted the highest score, they should keep their strategy in line and keep on improving their company so that other competitors cannot ruin Infinitea.

          The Strategic Position and Action Evaluation Matrix will distinguish which type of strategy a company should undergo. The Infinitea got a Financial Strength average of 2.64, in Environmental Stability the average is -2.12, then in Competitive Advantage the average is -2.19, lastly the Industry Strength average is 2.58.

          The SPACE Matrix got a total average of 0.91 which means that the Infinitea is positioned in Quadrant I, that means as being aggressive in strategy. Although, in order to avoid external threats, it needs to take advantage in external opportunities, to overcome weaknesses so that it can develop a market development strategy.

          In the Boston Consulting Group Matrix, the Infinitea Milk tea Shop is located on Star which resulted in the market share being relatively high and is a growing market.

          In the Internal-External Matrix the weighted average score of Internal Factor Matrix reached 3.05 which leads to having a strong point of the Matrix while the External Factor Matrix got 2.7 as a result that the company of Infinitea is defensive rather than aggressive.

          VIII. Financial Projection

          The table shows a dramatic loss in sales for the year 2020 due to the current situation. However, the table outlines Infinitea’s projected income statement for fiscal years 2021-2022 which shows an increase in sales.