EPPM1013 Digital Business Week 1 Topic 2:Understanding and Application of The Concepts of Digital Business Opportunity Analysis

Regarding Topic 2: Analysis of Digital Business Opportunities——Development Opportunities for YIHETANG in Malaysia

While having dinner with friends at C180, we noticed a YIHETANG store (a popular bubble tea chain from China) and decided to go in to buy some drinks. While waiting for our order, we observed a nearby table filled with new products, where someone was conducting taste tests. The person noticed us and struck up a conversation. During our chat, we learned that he was from Wuhan, Hubei, China, and worked as a product development manager for YIHETANG, temporarily assigned to Malaysia. We were delighted to meet a fellow Chinese outside of the usual student community, so we had a great conversation. 

He invited us to participate in the new product testing session, and the staff brought out six or seven newly developed drinks from the kitchen, including grape and mango flavors. Among the three of us, each had different preferences—I really liked the grape probiotic drink, one friend preferred the cinnamon grape flavor, and another favored the mango yogurt with sago. We shared our feedback with the manager in detail.

The manager then asked us for suggestions on where YIHETANG should open its second store in Malaysia, aside from C180. We unanimously recommended Kuala Lumpur city center—either KLCC or Pavilion, due to the high foot traffic and vibrant atmosphere.

Business application: This experience relates to the market opportunity assessment discussed in Topic 2. From the manager’s perspective, we represented Malaysia’s young consumer demographic. Based on our responses, he could conduct a layered analysis using TAM (Total Addressable Market), SAM (Serviceable Addressable Market), and SOM (Serviceable Obtainable Market) to evaluate expansion potential.  

The above is my understanding of digital business in life after the first week of study. In the following study and life, I will definitely have a better understanding of the knowledge brought by this course and will continue to share my gains with everyone!

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