How and Why Should Oldtown Berhad Strategically Plan Their Future Market Plans

OLD TOWN WHITE COFFEE 1. -------------------------------------------------
Introduction...................................................................................................... 3
1.1 Corporate Profile.................................................................................... 3
1.2 Old Town 3-in-1 White Coffee Blends.................................................. 4
1.3 Market details......................................................................................... 5
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2. Analysis.............................................................................................................. 6 2.1 Segmentation.......................................................................................... 6 2.1.1. “Old Town White Coffee 3-in-1 blends” segmentation..…….... 6 2.2 Targeting................................................................................................ 7 2.2.1. “Old Town White Coffee 3-in-1 blends” targeting.................. 7 2.3 Positioning............................................................................................. 8 2.3.1. “Old Town White Coffee 3-in-1 blends” segmentation ……… 8 -------------------------------------------------
4. Recommendation……………………………………………………………… 9 -------------------------------------------------

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6. Bibliography ………………………………………………………………… 10

1.0 Introduction
Corporate profile
“The companies’ history starts with integration of White Café in 1999, aiming to offer quality white coffee to Malaysian households and food service industries. The co-founders and executive directors Mr Goh Ching Mun and Mr Tan Say Yap have created their own blend of 3-in-1 instant white coffee, which has been successfully commercialized under “OLDTOWN” brand name for retail

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