Company background
i. Company history
Restaurant sequence function (F&B). Since the starting of its first store in Ipoh in 2005, Oldtown Bhd (OTB) has 199 sites in Malaysia, 8in Singapore, 11 in Philippines and 4 in Chinese suppliers as at end-Mar 2013. Of these, 83 are fully-owned sites, 19 partly possessed, 108 franchised and 12 certified. OTB is now the greatest asian design café in Malaysia with regards to variety of sites. Its F&B function included 60% of team income and 56% of team pre-tax. (oldtown.com, 2014)
i. Competitive positioning
There are few powerful immediate opponents in Malaysia such as regional product such as Nescafe, Starbucks and etc. For this aggressive industry, many manufacturers are harmful product to Old town White Coffee (OTWC).
TOWS
Strengths Weakness
TOWS ANALYSIS
(OLD TOWN WHITE COFFEE COMPANY)
1. Reasonable and affordable prices
2. Widely franchised in Malaysia
3. Some outlets are 24hours operated
4. Variety choices of food and drinks
1. Instability quality control of food
2. Insufficient service such as note the wrong order and impolite manners
3. Ever increasing number of competitor (e.g. Coffee bean, starbucks, restaurant, etc)
4. Innovation is slow because it mostly depends on one product only
Opportunities
S-O
W-O
1. New distribution channels (e.g. delivery, online)
2. New products
3. Training program provided for workers to upgrade their working efficiency
4. Diversity
1. S2, O1- launch of e-commerce business.
2. S4, O2 - They could launch lunch and dinner menu in promotion price for customer.
1. W2, O4 - they could provide training course to employee to upgrade their working efficiency.
2. W4, O4 -diversify into new business such as selling others food to attract the more people.
Threats
S-T
W-T
1. Product imitation is very high because they are mainly using coffee which is common.
2. There is a lot of competition both worldwide and locally.
3. Instability of food trend
1. S1, S2,
Restaurant sequence function (F&B). Since the starting of its first store in Ipoh in 2005, Oldtown Bhd (OTB) has 199 sites in Malaysia, 8in Singapore, 11 in Philippines and 4 in Chinese suppliers as at end-Mar 2013. Of these, 83 are fully-owned sites, 19 partly possessed, 108 franchised and 12 certified. OTB is now the greatest asian design café in Malaysia with regards to variety of sites. Its F&B function included 60% of team income and 56% of team pre-tax. (oldtown.com, 2014)
i. Competitive positioning
There are few powerful immediate opponents in Malaysia such as regional product such as Nescafe, Starbucks and etc. For this aggressive industry, many manufacturers are harmful product to Old town White Coffee (OTWC).
TOWS
Strengths Weakness
TOWS ANALYSIS
(OLD TOWN WHITE COFFEE COMPANY)
1. Reasonable and affordable prices
2. Widely franchised in Malaysia
3. Some outlets are 24hours operated
4. Variety choices of food and drinks
1. Instability quality control of food
2. Insufficient service such as note the wrong order and impolite manners
3. Ever increasing number of competitor (e.g. Coffee bean, starbucks, restaurant, etc)
4. Innovation is slow because it mostly depends on one product only
Opportunities
S-O
W-O
1. New distribution channels (e.g. delivery, online)
2. New products
3. Training program provided for workers to upgrade their working efficiency
4. Diversity
1. S2, O1- launch of e-commerce business.
2. S4, O2 - They could launch lunch and dinner menu in promotion price for customer.
1. W2, O4 - they could provide training course to employee to upgrade their working efficiency.
2. W4, O4 -diversify into new business such as selling others food to attract the more people.
Threats
S-T
W-T
1. Product imitation is very high because they are mainly using coffee which is common.
2. There is a lot of competition both worldwide and locally.
3. Instability of food trend
1. S1, S2,