International Journal of Advanced Engineering, Management and Science (IJAEMS) [Vol-6, Issue-2, Feb-2020] https://dx.doi.org/10.22161/ijaems.62.1 ISSN: 2454-1311 www.ijaems.com Page | 66 Milk Tea Industry: An Exploratory Study Fhrizz S. De Jesus, MBA, LPT Abstract— This study entitles “Milk Tea Industry: An exploratory study” aims to determine the increasing popularity of milk tea industry. Its main objective is to identify and assess the profile of the respondents, the 4Ps of marketing - product, price, promotion and place and the SWOT analysis strength, weaknesses, opportunity and threats. This study made use of the descriptive normative research to determine the increasing popularity of milk tea industry in the areas of Bongabon, Nueva ecija. This method quantitatively describes specific details of specific groups. The descriptive survey and interview were used in gathering information on the increasing popularity of milk tea industry. It is descriptive in nature since it is limited in determining the current status of the problem at hand. According to the gathered data most of the respondents are highly considering the quality of the products in their businesses. Based on the results of assessment on the SWOT analysis the respondents are highly considering the convenience and fast service, quality ingredients and creating of loyal customers in their business. All milk tea shop owners in Bongabon regardless of their demographic and business profile are highly considered the marketing strategies when it comes to their businesses. Each of them have their own unique strategies. Keywords— milk tea, product, price, promotion, place, strength, weaknesses, opportunity, threat. I. INTRODUCTION According to Weiner (2009), people are more adventurous and love to try new taste and experiment on new flavors. They love everything that is fresh, exciting and beneficial to them. It is evident that there a continuous demand for the milk tea industry since it was on trend and new in the market This study will focus on the growing popularity of milk tea and its establishment within the municipality of Bongabon. This study will assess the milk tea industry base on the profile of the business, the 4P’s of marketing and the SWOT analysis if it has a significant relationship with the increase of marketing popularity of milk tea. The researcher aims to provide recommendations that will give solutions to the increasing demand of the milk tea industry. II. OBJECTIVES OF THE PROBLEM This research based on the study of Ilusorio (2014) entitled “Increase of Popularity of Milk Tea in the vicinity of Mendiola” have found out the real reason why milk tea is to be seen in demand in Mendiola and discovered what is in milk tea that makes people crave for it given what they only know about the product. This study aims to describe and assess the milk tea industry. Specifically, the study sought answers to the following questions: 1.How may the profile of the respondents be described in terms of: 1.1 Sex 1.2 Age 1.3 Civil status 1.4 Years of operation 1.5 Types of ownership 1.6 Average monthly income 2.How may the popularity of milk tea industry be assessed in terms of: 2.1 Product 2.2 Price 2.3 Promotion 2.4 Place 3.How may the milk tea industry be assessed in terms of: 3.1 Strength 3.2 Weakness 3.3 Opportunity