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Introduction

Oldtown was established 16thyears ago, which is 1999, in Ipoh Town, Malaysia. As of to

date, Oldtown has recognized as the most tremendeos sccess coffee brand among

Malaysian mar!et with more than 1"# chain coffee shops both local and o$ersea. After %&in&1instant coffee has been e'posed throgh International mar!ets sch as (anada, )*, and

)nited +tates, Oldtown set p its o$ersea shop in +ingapore in the late of ##9. -e$erthless,

this paper aims to analayze more abot why Oldtown ha$e sch a growth at a rapid pace in

the Malaysian food indstry. -ot only that, some recommendation wold be discssed for a

better Oldtown in the year ahead.

The Environment Analysis

Oldtown white coffee is a coffee hose that ha$e di$ersify of prodct, from its athentic

Malaysia food li!e Ipoh hor fn, nasi lema!, to western stea! !ind of food. In order to

e'pand its Malaysian athentic food legacy to a larger mar!et, Oldtown needs to stri$e for

continos impro$ement in technology and eager to open p a new shop in )nited +tates,

)nited *ingdom, and Astralia.

And in order to approach that contries abo$e as its a big growth potential mar!et, /0+T

analysis and +OT analysis need to be analysed in analytical framewor! factors. To prse

its goal in a new mar!et, those two factors abo$e are the !ey critical main componentssccess that sstain the growth of the company.

Political and Legal Factors

)nited +tates, )nited *ingdom and Astrilia are the contries that all in highly political

stability and well go$ernmental system. 2t in the bsiness side, legal and political factors in

those contries are the one that need to strongly ta!en into considerations before the company

starts the bsiness and its operation. /olitical and legal factors is closely lin!ed with

corporate ta' which sally based on national minimm wages. Therefore, Astralia ha$e

%#3 of corporate income ta', while )nited *ingdom ha$e 13 flat rate that widely applied

into limited partnerships, pblic trading and the li!es. At the other hand, )+A ta' le$el in

which )+4 1##,### with the rate of %53 is the highest among all.

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Economical Factor

The gross domestic prodct 74/8 of these three contires )+A, )*, and Astralia8 ha$e

similar downfall de to worldwide economic crisis. The economic en$ironment factors

hea$ily inflences the profitability of the bsiness becase its aligned with capital, demandand cost. owe$er, depressed eceonomy that demeed among 0rope contries are not affect

the strong demand of some prodcts.

4ring the economic crisis, )+ and )* both had fall 63 of their 74/ in the :5 of ##9, bt

howe$er, )+A had retrn to slowly growth of 1," percent of its economy. On the other note,

wih all the economic downtrn among these three contries, one essential factor that allres

foreign in$estor is its interest rate. That being said, Astralia has the highest interest rate to

in$estors loo! into which is 5,;3.

Social Factor

The tremendeos sccess of +tarbc!s is not indicating that the largest coffee comsmption is

in the )+A. owe$er, as stated from !asih reference disini 8 the highest largest coffee

consmption are mostly by generation these days. Ths, with all the

statement abo$e, among these three contires, )+A will be the best choice to go into.

Technology Factor

Technology aspects its highly inflence on strenghten strategic management and de$elop its

core competiti$eness in the bsiness. A company that in$ested on technology will greatly

ha$e a efficiently