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Ya Kun is an established and has renown reputation for its coffee and kaya toast. It has been around us since 1944 when it registered itself as Ya Kun Coffee Stall. It differentiated its food by manufacturing its very own kaya that is used at all of the Ya kun outlets. Yakun now has expanded to a total of 11 countries in Asia and Middle Eastern region.

As mentioned above in the Porter five forces, Ya kun faces both direct and indirect competitors in the industry. The direct competitors are Toastbox and Killiney kopitiam. The indirect competitors are Starbucks and Macdonalds. Although the indirect competitors are not in the traditional coffee and toast industry, they still possess threats that affect Ya Kun

Identify
Product offering
Scale of operation
Local
Regional
Global
Limited
Wide
Product offering
Scale of operation
Local
Regional
Global
Limited
Wide

Toastbox
Toastbox was established in 2005 and it aims to recreate the warm atmosphere of local Nanyang coffee shops from the 1960s. It has successfully expanded both locally and internationally to countries such as Malaysia, Thailand, Philippines, Hong Kong and China.

Killiney Kopitiam
Killiney Kopitiam has a rich history, from being established in the 1950s as “Qiong Xin He” and later renamed as “Killiney Koptiam” in 1993. They have now expanded their operations to countries such as Malaysia, Indonesia, Australia and Hong Kong. The vision of the company is to share the “Kopitiam” tradition through generations by educating the young.​

Evaluate (str & weakenesses)
Brand| Strength| Weakness|
Ya Kun| * Uses social media (eg. Facebook, website) * Maintain the traditional menu * Expanded regionally * Outlets can be easily found in more places * ​Nostalgic appeal keeps older generation feel attached * Infused traditions with vibrancy and style * Attempt to attract the younger crowd who fancy dining in a traditional setting | * Limited variety (Product...
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