Core strategy
·
Business Mission
OUR VISION
To be Asia Pacific’s
leading white coffee brand, providing high quality products to customers
globally.
OUR MISSION
Our People: We believe that our people are our assets
·
We acknowledge and
appreciate our people as those who grow with us and for their full dedication.
We value them for their effort and what they are able to bring to the company,
hence we constantly provide a platform and opportunities for career growth and
enrichment of knowledge. We cultivate the passion of delighting our consumers
into all our staffs to bring forth the best experience possible.
Community: We nurture the community
·
We are aware and
committed of our Scommunity hence we operate our business in a manner that does
not compromise the wellness of our future generations. We are passionate about
our corporate responsibilities and do our best to provide for the community in
different ways, from doing our part for the earth we live in to providing
underprivileged children with better homes. We will not look lightly upon our
social responsibilities as we believe in giving back to the community as part
of the effort towards a better future.
Our Consumers: We delight our consumers with our products
·
We are consumer
centric and are always focused on consumer needs. Hence we are dedicated to
delighting our consumers with all our product offerings, by committing
ourselves in sourcing the finest ingredients through ethical ways to provide
them with the best quality products. We hold strongly to our origins in order
to bring to consumers the authentic experience that they expect to enjoy.
Mother Earth: We do our part in saving Mother Earth
·
We are attuned with
the growing needs to nurture our mother earth and to do our part in caring for
the environment. With this, we share and grow the passion and knowledge of
caring for the environment with our partners and consumers for them to live
this together with us as part of our corporate values.
Investors: We focus on prospering our investors
·
We are dedicated to
growing and maximizing the financial rewards of our investors as we see it as a
platform for our company to continue to provide to our consumers and the
community.
·
Product/ Market/Scope
Overall, the business activities of OLDTOWN Group can be divided into 3 broad categories as follows:
Operation of café
chain
·
Own café outlets
·
Franchised outlets
·
Food processing
Manufacturing of coffee and other beverages
·
Instant coffee mix
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Roasted coffee powder
·
Instant milk tea mix
·
Instant chocolate
Marketing & sale of coffee and other
beverages
·
Instant coffee mix
·
Roasted coffee powder
·
Instant milk tea mix
·
Instant chocolate
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Ready-to-drink coffee
·
Basic for diffentiation
Generic
The settings and ambience of our generic shop furnished with reminiscence of the past. OLDTOWN White Coffee has revamped and revived the traditional café concept into a modern outlook. Our cafe concept is known for its distinctive inviting atmosphere; cosy, casual and relaxing.
Signature
Our unveiling of OLDTOWN White Coffee – Signature, is set to offer our patrons a different look and feel. With its pristine furnishing and fittings, contemporary outline and warm ambience maintaining its atmosphere for our patrons to enjoy their dining experience in a tranquil environment.
Basic
To gratify our patrons, OLDTOWN White Coffee has introduced a new business model for people on the go. Focusing on customer velocity, our limited menu offers only well-liked food and beverages which appeals to both the young and old alike.
Strategic
Resources
·
Core
competencies
·
Strategic
asset
Partnership
Network
·
Suppliers
WHITE COFFEE has a long history in Malaysia. White Coffee's
origins can be traced back to the small sleepy town called Ipoh (An Old Town of
Malaysia). The mere mention of Ipoh Old Town White Coffee brings to mind
delicious and aromatic taste to the senses. This well kept secret of Ipoh is
now growing in popularity in other regions of Malaysia and international markets.
Old Town White Coffee is now available in the pre-packed form of instant coffee
sachet to offer convenience to the fast pace life of modern coffee drinkers.
Just pour a packet of instant Ipoh Old Town White Coffee sachet into a cup of
hot water, stir, and a cup of Old Town White Coffee is ready to serve.
COFFEE MALAYSIA brings to the international market coffee developed during the mid of 20th century in the romantic and quiet town of Ipoh. Years of research and development of coffee products has enabled us to manufacture coffee of high quality and consistently good taste.
Wild Wild Wing SDN BHD is proud to introduce the "MALAYSIAN STYLE" 3 IN 1 INSTANT WHITE COFFEE to coffee drinkers around the world under our brand name of
COFFEE MALAYSIA brings to the international market coffee developed during the mid of 20th century in the romantic and quiet town of Ipoh. Years of research and development of coffee products has enabled us to manufacture coffee of high quality and consistently good taste.
Wild Wild Wing SDN BHD is proud to introduce the "MALAYSIAN STYLE" 3 IN 1 INSTANT WHITE COFFEE to coffee drinkers around the world under our brand name of
·
Partners
One of the
partners/shareholders has to be appointed as the Managing Principal of the
licensed business. The Managing Principal is required to undergo the full
initial license training and to spend a reasonable amount of time to oversee
the overall aspects of the OLDTOWN White Coffee licensed business. However,
competent outlet managers and staff can be hired to manage the daily operations
of the licensed business.
The countries which we have
earmarked for now are Thailand, Vietnam, Philippines, Hong Kong, Macau, China,
India, Saudi Arabia, and Australia
·
Others key
relationships
The Oldtown Group is principally engaged as an operator of a chain of café outlets. Presently, the Group has a total chain of 237 café outlets, of which 207 café outlets are located in Malaysia, 10 café outlets in Singapore, 16 café outlets in Indonesia and 4 café outlets in China. It operates its café outlets under the brand name of ‘OLDTOWN WHITE COFFEE’. The Group is also engaged in the manufacturing, marketing and sales of coffee and other beverages, including instant coffee mix, instant milk tea mix, instant chocolate mix and roasted coffee powder. It offers its products to both local and overseas markets, such as Hong Kong, Singapore, Taiwan, United States of America, Canada, Indonesia, Philippines, Thailand, Brunei, United Kingdom, Australia and China.
The Oldtown Group is principally engaged as an operator of a chain of café outlets. Presently, the Group has a total chain of 237 café outlets, of which 207 café outlets are located in Malaysia, 10 café outlets in Singapore, 16 café outlets in Indonesia and 4 café outlets in China. It operates its café outlets under the brand name of ‘OLDTOWN WHITE COFFEE’. The Group is also engaged in the manufacturing, marketing and sales of coffee and other beverages, including instant coffee mix, instant milk tea mix, instant chocolate mix and roasted coffee powder. It offers its products to both local and overseas markets, such as Hong Kong, Singapore, Taiwan, United States of America, Canada, Indonesia, Philippines, Thailand, Brunei, United Kingdom, Australia and China.
Customer
interface
·
Target
customers
Old Town White Coffee has provides set breakfast and set
lunch for customer, because some of the customer only has a limited amount of
time to enjoy their meal, so we have provide the quick recipes to customer. The
set price also can acceptance to all customer, such as, student and
lower-income customer. ("Old TownCoffee,2011")
·
Fulfillment
and support
According to the news form The Edge Malaysia, Ben Shane Lim (2012)
reported that the Old Town White Coffee's market segment is composed of
minority of the Malay segment which is only makes up of about 15% of Old Town's
customers, whereas the majority of market segment is the Chinese customers. However,
the Old Town White Coffee views the Malay segment with the needs of Halal foods
and beverages as an opportunity to expand its target market. This opportunity
can help the company to build a very strong and large domestic market segment
because Malaysia has the majority of the Malay citizens. Currently, the company
is in the process of applying the Halal certification for all 183 cafes in
country and this will be completed by the end of 2012, if this Halal
certificate can successfully attract the Malay customers, eventually the demand
and the prospective market growth of Old Town White Coffee will rise up. Not
only in Malaysia, Old Town White Coffee with Halal certificate can attract all
the Muslim customers from all over the worlds. In fact, Malay market can be a
potential market opportunity for the company to increase profit.
Old Town White Coffee also seeks its market opportunity by
exploring the viability of the kiosk business. According to the news from The
Edge Malaysia, Old Town White Coffee will open their first kiosk in Suria
KLCC,Kuala Lumpur in October 2012 ("OldTown Finds Favour Amid
Uncertainty,"2012). Coffee kiosk is similar to the coffee cart business.
Old Town White Coffee has explore a new concept which is the takeaway concept
for snacks and drinks by opening kiosk that will most probably located in those
high foot traffic areas. This is more attractive since the kiosk is opened in
the areas that have more people, eventually can increase the number of customer
and can capture different market segment. For example, the employees who want
to save time during lunch break can seek the kiosk nearby to get a cup of
coffee. Kiosk provide greater flexibility(time utility) and more convenient
because the customers can find it everywhere(place utility). Moreover, Old Town
White Coffee opening their kiosk can save the cost of operation and solve the
problem of lack of space since that the shopping malls cannot provide them the
space for a café ("OldTown To Roll Out Kiosks,"2012). In fact, Old
Town White Coffee will find a new way to gain income by opening kiosks.
·
Pricing
structure
Old Town White Coffee is
using skimming pricing in the new product pricing strategy. In addition, Old
Town White Coffee using the skimming pricing at the early stages of the product
life cycle to improve the cash flow. After that, Old Town White Coffee will
implement the competitive pricing in order to gain the competitive advantages
and market share.
In price adjustment strategy, Old Town White
Coffee had used promotional pricing strategy. During certain festivals, Old
Town White Coffee will temporary reduce the price to attract more consumers.
Given example, Old Town White Coffee will reduce the prices about 20% during
the period of promotion. Besides, Old Town White Coffee also uses geographical
pricing (zone pricing) to adjust the price. For example, Old Town White Coffee
will charge different price at different retail according to the location but
the star-up price will be set at about RM3.70 per drink
