Old Town White Coffee, India

Good Essays
1.def of service marketing and how is it different from goods

The definitions of service marketing can be defined as the services covers a heterogeneous range of intangible products and activities that are difficult to summarize within a simple definition. According to the Rathmell, he states that 'goods are produced. services are performed. The product can be touch n see but services only can be judge.

2. do you agree with the extension of marketing mix? Why?

The 4Ps marketing mix which represents Product, Process, Pricing and
Promotion, have been most widely employed as a model for product marketing.
It shows the company preparing an offer mix of the product and price, with an integrated promotion mix to reach the target consumers through the selected distribution channels. The 4Ps of marketing have been the key areas where marketing managers allocate scarce corporate resources to achieve the business objectives.

3. The delivery of the service typically involves six factors

-The accountable service provider and his service suppliers (e.g. the people) -Equipment used to provide the service (e.g. vehicles, cash registers, technical systems, computer systems)

-The physical facilities (e.g. buildings, parking, waiting rooms)

-The requesting service consumer

-Other customers at the service delivery location

-Customer contact

4. write short notes:
a) mystery shopping. which is widely used to gather information on customers’ service and shopping experiences.

b) service blueprinting. firms use “service blueprinting” to better manage the service encounter and to allow clearer visualization of the service processes.

c) critical incidents research

d) trailer call

5. relationship between customer satisfaction and customer retention
-Customer satisfaction is a short-term measure and is the outcome of the customer's evaluation of a specific transaction.
Customer retention is considered to be a relatively

You May Also Find These Documents Helpful

  • Powerful Essays

    Old Town White Coffee, India

    • 6941 Words
    • 28 Pages

    The history of Old Town White Coffee (OTWC) began in 1999, started as a classic coffee shop of White Café in Ipoh, Malaysia. With the inspiration of vision and passion to make and serve fine coffee to Malaysian household and food service industry, the founder and executive director, Mr. Goh Ching Mun and Mr. Tan Say Yup created a secret of Old Town 3-in-1 instant white coffee. In 2005, the company expanded vertically into food and beverage industry by opening retail chains of OLD TOWN F & B Outlets…

    • 6941 Words
    • 28 Pages
    Powerful Essays
  • Powerful Essays

    Old Town White Coffee

    • 9473 Words
    • 38 Pages

    by OLDTOWN White Coffee……….....19 14. Consumers’ Consumption of OLDTOWN White Coffee Products…………………………………………………………..20 15. OLD TOWN WHITE COFFEE ENTRY MODES………….22 16. OLD TOWN WHITE COFFEE STRATEGIES …………....24 17. Growth Strategy……………………………………………....26 18. Multi-domestic Strategy …………………………………......27 19. Differentiation Strategy……………………………………....29 20. Conclusion…………………………………………………….30 21. Reference……………………………………………………..30 Introduction Old Town White Coffee [pic]…

    • 9473 Words
    • 38 Pages
    Powerful Essays
  • Best Essays

    Old Town White Coffee

    • 3902 Words
    • 14 Pages

    Executive Summary The purposes of this written project are to overview the Oldtown White Coffee (OTWC)’s vision and mission statement; analyze the company’s external and internal environment by Porter’s 5 forces and SWOT analysis, accessing their existing strategies and lastly strategy recommendation to improve the company market growth. The project was carried out by corporate literature on web-based of the company and interviews the company’s top management. The findings indicate that OTWC faces…

    • 3902 Words
    • 14 Pages
    Best Essays
  • Powerful Essays

    Old Town White Coffee

    • 7029 Words
    • 29 Pages

    www.hbrreprints.org The Leadership Team Complementary Strengths or Conflicting Agendas? by Stephen A. Miles and Michael D. Watkins Included with this full-text Harvard Business Review article: 1 Article Summary The Idea in Brief—the core idea The Idea in Practice—putting the idea to work 2 The Leadership Team: Complementary Strengths or Conflicting Agendas? 10 Further Reading A list of related materials, with annotations to guide further exploration of the article’s ideas and applications…

    • 7029 Words
    • 29 Pages
    Powerful Essays
  • Powerful Essays

    Café, the previous name of Old Town White Coffee, started its business. Mr. Ng, who found the café in 1948. Old town White Coffee 3in1 classic together with the original recipe from 1958 spearheaded a breakthrough in the coffee industry. The company single-handedly captured the original authentic taste of an otherwise localized white coffee, turning into a mobile commodity a fast moving consumer good (FMCG), capturing the South East Asia market. Old Town White Coffee (OTWC) company was began…

    • 3821 Words
    • 16 Pages
    Powerful Essays
  • Satisfactory Essays

    MARKET NICHE All the store of Old Town Coffee White were located at high traffic, high visible location in each Asia market. That the market entry strategies have found to be used by OldTown White Coffee in managing their foreign franchisees when expanding into Asia include master franchising and company owner-stores. The marketing approach is essential to gain a competitive advantage for OldTown White Coffee in the foreign market the construct included market entry, site location, and market positioning…

    • 257 Words
    • 1 Page
    Satisfactory Essays
  • Better Essays

    External Environment Analysis The country that the Old Town White Coffee intended to expand to is Thailand. Thailand is countries that are still in a development stage which is good for the Old Town White Coffee to expand their business in. In order for the Old Town White Coffee to expand their business in Thailand, the company will have to make some research through the PESTEL analysis. The word PESTEL is made up from 6 different kind of analysis which is Political, Economic, Social Cultural, Technological…

    • 1393 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    Old Town While Coffee MSIA

    • 1031 Words
    • 5 Pages

    Company Profile Our Group’s history can be traced back to the incorporation of White Cafe in 1999, with the intention to provide quality white coffee to Malaysian households and the food services industry, the co-founders and Executive Directors, Mr Goh Ching Mun and Mr Tan Say Yap formulated their own blend of 3-in-1 instant white coffee and commenced manufacturing in 1999. With more than 10 years of experience in the coffee beverage industry, both our co-founders were instrumental in the growth of…

    • 1031 Words
    • 5 Pages
    Satisfactory Essays
  • Good Essays

    Melaka was located at Jonker Street but now, it was at Bukit Baru. By collecting all kinds of toys from different parts of country, they used low price to buy and treat the toys from owners. In this view, they managed to collect and display some old type of toys and limited edition one. The organization had categorized all type of the toys into different segment for instance, horror room, soft toys corner and so forth. The organization had fully used every room to display all the toys that they…

    • 789 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Old Town

    • 4775 Words
    • 20 Pages

    Introduction of OldTown White Coffee Restaurant OldTown White Coffee is one of the largest kopitiam restaurant chain in Malaysia. The main headquaters is in Ipoh, Perak, Malaysia. The co-founders and Executive Directors, Mr Goh Ching Mun and Mr Tan Say Yap formulated their own blend of 3-in-1 instant white coffee with the intention to provide quality white coffee to Malaysian households and the food services industry since 1999. The introduction of OLDTOWN White Coffee 3in1 Classic together with…

    • 4775 Words
    • 20 Pages
    Powerful Essays