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Old Town White Coffee Marketing Plan

2912 words - 12 pages

Introduction of Oldtown
The OldTown White Coffee, OTWC (Chinese: 旧街场白咖啡) is the largest kopitiam restaurant chain in Malaysia. The headquarters is in Ipoh, Perak, Malaysia,it is a frenchaise company. Established in 1999, OldTown Berhad (“OldTown”) produce instant beverage mixes and products, in addition to operating over 180 café outlets in Malaysia OldTown is the proprietary owner of the special formulation of 3-in-1 white coffee blend, which has been permeating Malaysian households and food service industry since 1999.In 2005, OldTown expanded into the food service sector with the opening of a chain of café outlets based on the traditional Ipoh coffee shop setting and ambience under the ...view middle of the document...

A supplier can seriously affect a company’s marketing plan because resources are very important to the company. A good supplier can help a company to fight a business for a long run, hence good relationship between supplier and the company is very important. For an example, the coffee bean that OldTown took from the supplier is controlled strictly and they make sure the quality of the coffee beans is the best to make their product before they purchase it. It also makes sure that all the coffee bean is the same as different kind of coffee bean is used in different kinds of coffee.
Company: A marketing manager of a company must work with all the other departments as all the departments have their impact on the marketing department’s plans and action because it will also affect the smoothness of the company on the buisness. OldTown always thinks about what are the consumer’s wants and needs before they take their action without changing the objective of the company. People that went to OldTown are normally given a cup of beverage when they order a set or promotion menu. They provide better services to consumers than their competitors to make themselves different.
Competitors: A company has to know what does the consumer wants and what they need to exist their competitors and survive in the market .OldTown has a number of competitors such as K3K , Paparich, Hai Nan Kopitiam and others. OldTown offers consumer their own 3-in-1 product, so that consumer can enjoy their white coffee everywhere and this makes them different than their competitors.
Marketing intermediaries: Marketing intermediaries plays a very important role in micro environment, they help sell product of the company and helps bring out the label or the brand of the company into the market. OldTown is a franchise company, the head quarter in Ipoh produce the instant beverage and send it to the other OldTown outlet. The out let will then sell the product to the consumers.

Macro environment
Competitive force: In the F&B industry, we will never know when and what will our competitor do to fight for their business. The competitors are not only the ones that we can see now, it could be our future competitors as well. These are the unforeseen competitive in the hospitality industry. For an example, K3K, OldTown, and paparich are competiting to each other, but suddenly there comes a new company NewTown, and it gives better service, all the others will lose their business. As the F&B industry encourage more competition when the market grow or if its profitable. OldTown is a place that normally medium income customer will dine in.
Demographic force: Demography is the study of human populations such as, density, location, age, gender, race, occupation, and others. Consumers that usually visit to OldTown are usually all ages, which means the generations of baby boomers till generation Z. All the demographics will change over time and he following company must always keep...

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