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INTRODUCTIONMilk tea has been introduced to Vietnam since the year 2000, known as a drink made from a mixture of tea, milk and bubble with simple flavors such as strawberry, mint, chocolate, etc. At that time, milk tea was mostly produced and sold by small shops and emerged as a trend. Milk tea has only really risen into a big trend that has spread throughout the country since 2013, when international brands like Ding tea, Toco Toco officially entered the fertile market of Vietnam. In which Ding tea is one of the leading brands in Vietnam, with the advantage of imported raw materials of 100% natural origin, safe for health, cheap price, luxurious space, convenient location.In this report, I will explain, analyze the missions, visions, objectives, goals of Ding tea and analyze the environment and industry environment.MAJOR FINDINGTask 1:a.VisionAccording to Stefan Sabrautzki’s definition of vision, “It’s a picture of how company should look like in the future, formulating a core ideology and purpose of existence of the company guiding the basic direction for the desired company development” (Sabrautzki, 2010). It is right in this research case, Ding tea is always aiming to become one of the leading brands in the tea beverage industry. High quality, safe, hygienic and convenient. Ding tea always has strong attempt to produce cups of tea with the highest quality and low price, try to make all the people can use a unique and quality drink of Taiwan. b.Mission“The expectation of the mission is to give everyone (inside and outside of the organization) the reason the business exist” Sonia Kefer said (Kefer, 2014). And up to Sonia’s book, “mission answer three questions:Why do we exist?Who do we serve?What do we produce?”With Ding tea’s case, according to founder of them, Xu Wei-Xiang, their mission is “Quality is the most significant goal, customer’s heath is the top concern” (dingtea,2018). Vision and mission are the guiding principles for a successful company. Experienced 14 years of experience in supplying milk tea products, rising from Taiwan and spreading all over the world. Ding tea is constantly innovating and flexible in delivering good tea cups, with price advantages,high quality raw materials, small returns but fast returns. With the great competition from the likes of Gong Cha, Royal Tea, Ding tea always create new products, bring the taste and unique, suitable for each region. The application of technology is also a strength to promote brand promotion and reduce costs. All help Ding tea achieve success based on missions.
c.Objectives & GoalsIf the mission is something that the company wants to achieve in the future but is long term, goals are considered smaller and closer to the future that the company can achieve in the short term. In addition, the objectives illustrate how the organization can reach those goals and be able to evaluate them. In Ding tea’s case:Objectives: Ding tea's objective is to create quality, high-quality teas with a wide range ofstores.