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Eastern Academy of Management 2019

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The Deer and The Bubble Tea: A Case Study of The Alley

If it's just bubble tea, how can one store stand out among the rest? This case examines the success of The Alley, a bubble tea shop in Hong Kong, and considers whether its success is sustainable. This case also evaluates the reasons why The Alley has distinguished itself and discusses upcoming challenges the company may face from its many competitors. Finally, students are asked to think about and suggest future recommendations.

Amy Wang
The Hang Seng University of Hong Kong
Hong Kong


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