Old Town White Coffee Macro Environment

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INTRODUCTION TO ENTREPRENEURIAL BEHAVIOUR

MPU 2283

INDIVIDUAL ASSIGNMENT

Table of Content

Title                                                                                Page                                        

1) Introduction                                                                3

2) Elements of macro environment                                                        4

3) Macro environments affecting the organization                                        6

4) Recommendations                                                                    8

5) Conclusion                                                                            9

6) Reference                                                                                                  10

Introduction

Established since 1999, Old Town Berhad (Old Town White Coffee) is Malaysia largest famous and halal-certified café house chain in Ipoh, Perak. Through more than 15 years, effort Old Town White Coffee has established itself as the largest Malaysia local coffee brand in the Malaysia market. The company manufactures products, beverage mixes, and foods, moreover to operating over 237 café outlets throughout Malaysia and the region such as China, and Singapore. Beyond that as well planning to expand into South Korea, and Vietnam.

An Old Town outlet is operated by either a franchisee, or corporation itself. The company of co-founders and executive director are Mr Goh Ching Mun and Mr Tan Say Yap are the incorporation of white cafe, and provide good quality white coffee to Malaysian households, and the food service industry. The major commercialized products such as 3-in-1 instant coffee mix under the “Old Town” brand name for the retail sector. However, the product involved refers to the outlets business, rather than a particular coffee products. In particular coffee they commenced their first export of the “Old Town” brand of 3-in-1 instant coffee mix to Singapore since 2000.