IFTM students helping Hong Kong-style milk tea company to penetrate the Macao market
In the first half of 2021, students from Tourism Retail and Marketing Management engaged in an industrial project to conduct marketing analysis research for a Hong Kong-style tea company - Tea Tag (Macau) Limited founded by Mr. Tyson Yim, aiming to help the company promote its milk tea products and build the brand in the Macao market. Tyson’s brand of milk tea ranked top 20 in the National Contest and 6th at the national popularity pool for milk tea brand in 2020. Tyson himself was an apprentice to Chan Tsz Ping, the National Champion of Milk Tea competition.
Led by IFTM Assistant Professor Dr. Fernando Lourenço, students engaged in market and industry analysis, analysed and proposed feasible marketing strategy, sustainable solutions for the milk-tea products, and finally, developed a marketing mix aiming to help the product successfully penetrate the market. Dr. Lourenço and the project client were impressed with the effort and professionalism of the students. The Institute believes that theory and practice are equally important and for this reason classroom learning and real-world exposure opportunities are highly valued and well-integrated in its curriculum design.