Marketing Strategy For Malaysian Franchisor In China: Case Study Of Oldtown White Coffee Café Outlets In Guangzhou

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dc.contributor.authorOoi, Teng Aik
dc.date.accessioned2017-11-03T07:10:00Z
dc.date.available2017-11-03T07:10:00Z
dc.date.issued2014
dc.description.abstractThis case study is about the marketing strategy and strategy formulation for Malaysian franchisor, Oldtown White Coffee in overseas market, Guangzhou China. Franchise is a business model operates under a tested and audited system. Malaysian franchises are spread across a range of other sectors such as clothing and accessories, health and beauty care, convenient shop and supermarket, services and maintenance, and education. However, the F&B sector that garnered the most interest in all the registered franchise business. With the rising concern on food safety, and demands on safer and more reliable food source in the Chinese market, there is plentiful of opportunities for F&B franchise businesses to further expand their network in China. In this research, Oldtown is being explored and understood from the perspective of brand positioning strategy, 7Ps marketing mix as well as marketing strategy. Analysis is then conducted using SVP framework to identify each and every single problems from the perspective of 7Ps marketing mix of Oldtown café outlets in China and Malaysia. Recommendations are also being given at the end of this report based on the analysis done. In conclusion, Oldtown’s café outlets expansion plan in China can be improved by redefining its identity, introducing a comprehensive way of formulating a much practical franchise model, and building up a better marketing strategy.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/5234
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subjectMarketing strategyen_US
dc.subjectfor Malaysian franchisoren_US
dc.titleMarketing Strategy For Malaysian Franchisor In China: Case Study Of Oldtown White Coffee Café Outlets In Guangzhouen_US
dc.typeThesisen_US
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