Kopitiam investment Pte Ltd

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Kopitiam investment Pte Ltd
Introduction
Kopitiam investment Pte Ltd, a company set up in 1988 has been successful throughout the years and has advanced to become one of the giants of Singapore’s food industry. This food court chain giant operates a variety of foodservice outlets with their main focus on food courts. Brands under the company includes of Kopitiam, Lau Pa Sat, Kopitiam Square, Kopi, The Dessert Shop and the Pa Sat (Kopitiam.biz, 2008). Among these brands the most well-known and most commonly seen will be Kopitiam. “Kopitiam” is the Hokkien for “coffee shop”, and it is seen in all parts of Singapore with more than 70 outlets of food courts or food shops. Kopitiam is specialized in offering a conducive modern dinning environment providing cheap local foods. Kopitiam has a very strong brand identity, throughout the years they have increased in their familiarity among Singaporeans and building up brand loyalty. They have also been setting up thematic eatery like a “urban park” theme eatery at Jurong point, “spice harbor” theme eatery at Compass point and the latest dialect-themed “MeiShi MeiKe” at Hougang mall (Kopitiam.biz, 2008). In this essay, I will be doing external analysis about Kopitiam using the Pestel analysis and the Poter’s five forces. I will also be giving recommendations to impove the company’s performance, drawing from the external analysis.

Technological Analysis
Technological analysis analyze on how new knowledge that are created and transformed into innovative products, services and inputs will affect the company’s competitive strategy (Fleisher and Bensoussan, 2007). This can be shown not only from the final products and services, but also in the research and development process. It is essential to analyze technological factors and the impact on the company’s overall strategic directions. With the Biometric payment system being introduced into Singapore, Singaporeans can now board public transport cashless. This is efficiently

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