Thesis Bachelor of Science in Business Administration Major in Marketing Management URS Binangonan 2025

This study explored the market differentiation strategies employed by milk
tea shops in Taytay, Rizal. Market differentiation is a critical strategic tactic businesses use to distinguish their products or services from competitors,
essential for gaining a competitive edge in a crowded market. This study aimed to understand how these milk tea businesses in Taytay, Rizal, created a unique
identity and attracted customers through various elements, assessing their effectiveness in driving customer preference and market share. The research specifically examined these strategies in terms of Porter's Generic Strategies: cost leadership, differentiation, and focus.
The researchers utilized the descriptive method of research to determine
the interpretation of its results. A mixed-method approach was applied,
incorporating both surveys and interviews to gather quantitative and qualitative data directly from milk tea shop owners, managers, staff and customers. Thismethodology enhanced the understanding of the main topic by systematically
identifying and analyzing the variables that influenced market differentiation practices in milk tea shops in Taytay, Rizal. The primary instrument used for data collection was structured checklist questionnaires, administered personally by the researchers.