Old town white coffee market niche Essay

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. Reason for Old Town White Coffee to choose master franchise as its form of franchising is because of that the master franchising was the most popular made of entry into distant and cultural dissimilar market Asia. SWOT ANALYSIS: STRENGTH The profits obtained by Old town white coffee are quite high compared to other coffee shops in Malaysia. It offers other foods, such as ‘Heavy food’ apart from coffee. Has many branches throughout Malaysia, Singapore, Hong Kong and many other countries. WEAKNESS It depends on the coffee and makes them difficult to diversify their product. Innovation is slow because it mostly depends on one product only. OPPORTUNITIES Able to expand its operation to global market to be introduced throughout ASEAN. Able to re-brands and to compete with other company using the same material. THREATS Product imitation is very high because they are mainly using coffee which is common. There is a lot of competition both worldwide and locally. Consequences from increasing the price of materials which they have use will be to make the price product is also increase.