How and Why Should Oldtown Berhad Strategically Plan Their Future Market Plans

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OLD TOWN WHITE COFFEE
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Introduction...................................................................................................... 3 1.1 Corporate Profile.................................................................................... 3 1.2 Old Town 3-in-1 White Coffee Blends.................................................. 4 1.3 Market details......................................................................................... 5 -------------------------------------------------

2. Analysis.............................................................................................................. 6 2.1 Segmentation.......................................................................................... 6 2.1.1. “Old Town White Coffee 3-in-1 blends” segmentation..…….... 6 2.2 Targeting................................................................................................ 7 2.2.1. “Old Town White Coffee 3-in-1 blends” targeting.................. 7 2.3 Positioning............................................................................................. 8 2.3.1. “Old Town White Coffee 3-in-1 blends” segmentation ……… 8

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4. Recommendation……………………………………………………………… 9

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6. Bibliography ………………………………………………………………… 10

1.0 Introduction
Corporate profile
“The companies’ history starts with integration of White Café in 1999, aiming to offer quality white coffee to Malaysian households and food service industries. The co-founders and executive directors Mr Goh Ching Mun and Mr Tan Say Yap have created their own blend of 3-in-1 instant white coffee, which has been successfully commercialized under “OLDTOWN” brand name for retail sectors. In 2005, as a part of the Group’s strategy of capitalizing and reinforcing the company has expanded vertically into the food service sector by opening a chain of café outlets based on the traditional Ipoh coffee shop setting and ambience under the “Old Town White Coffee” brand name.” (oldtown.com.my, 2012) “Now, the OldTown Group is a chain of café outlets. the Group has a complete chain of 218 outlets which are operated under ‘OLDTOWN WHITE COFFEE’ brand name, out of which 195 are located in Malaysia, 10 in Singapore, 9 in Indonesia and 4 in China. The group is interested in manufacturing as well, marketing and sales of coffee and other beverages, including instant coffee blends, and instant mix of milk tea, instant chocolate mix and coffee powder. The products are offered both to local and foreign markets, such as Hong Kong, Singapore, Taiwan, USA, Canada, Indonesia, Philippines, Thailand, Brunei, UK, Australia and China.” (oldtown.irplc.com, 2012)

Old Town 3-in-1 White Coffee blends
“In 1958, the first Old Town’s special brew was introduced in Ipoh Town, Malaysia. It all started at a classic coffee shop named White Café. The owner who was motivated with a passion and the dream to make and provide fine coffee, created a secret White Coffee blend. He started to provide this unique White Coffee to the residents of Ipoh and Old Town, which has soon achieved popularity inside the two neighboring townships and news of its special taste stretched to other prosperous towns. In 1999, Old Towns 3-in-1 Classic White Coffee was launched and has pleased the dreams of people who wanted to carry Old Town’s special brew back into their homes. The company seeks to promote their best to make the client to enjoy the cup sip by sip. 3-in-1 Classic gives an original mix of Old Towns White Coffee’s real flavor, taste and aroma to their customers, which allows them to have the current status as the leader of the market.” (oldtown.com.my, 2012)

Market details
“Malaysia is...
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