As internationalization has become more crucial for Taiwanese teahouse entrepreneurs since the market saturation and drastic competition have been domestically emerged, the purpose of this research is to investigate how Taiwanese tea chain operators implement an international marketing strategy for their overseas operations and illustrate how they properly execute standardization and adaptation approaches.
Managerial decisions and business practices from Taiwanese food and beverage conglomerate La Kaffa International Company Limited are selected to present as a case study because the company has started an overseas expansion for its tea chain branded "Chatime" for over a decade and accomplished in operating stores across six continents in the world.
Based on the 4ps of the marketing mix theory, the study found that Chatime has effectively implemented marketing practices for both domestic and overseas markets in every dimension including product, price, place, and promotion, whereas bubble tea is reckoned a core product supporting behind the success of the brand.

As internationalization has become more crucial for Taiwanese teahouse entrepreneurs since the market saturation and drastic competition have been domestically emerged, the purpose of this research is to investigate how Taiwanese tea chain operators implement an international marketing strategy for their overseas operations and illustrate how they properly execute standardization and adaptation approaches.
Managerial decisions and business practices from Taiwanese food and beverage conglomerate La Kaffa International Company Limited are selected to present as a case study because the company has started an overseas expansion for its tea chain branded "Chatime" for over a decade and accomplished in operating stores across six continents in the world.
Based on the 4ps of the marketing mix theory, the study found that Chatime has effectively implemented marketing practices for both domestic and overseas markets in every dimension including product, price, place, and promotion, whereas bubble tea is reckoned a core product supporting behind the success of the brand.

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