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a. Analyse the SWOT of the Old Town White Coffee Café.
Strengths
First of all, every company has their own strengths to develop in their own company so that they can enhance their strength and become more powerful. The strength in the OLDTOWN White Coffee café is having a well-trained human resources in the company. OLDTOWN White Coffee has provided training and having a recruitment support in certain areas in Ipoh, Malaysia. The manager from each outlet of the OLDTOWN White Coffee is entitled to lead and control the employees which the manager is having experience and knowledge and suitable enough in the area. Then, they are able to discover the right adaptable strategies for the company. Moreover, staff are provided or guided a special training which is the greeting and helping the customers if the customers have any problems in term of ordering. The staff need to understand the order and knowing well the menu so that the staff can easily know what the order that the customer had ordered and reduced the human errors in the orders. The OLDTOWN White Coffee has hired the well-trained workers as their waiters and waitress to serve their customers politely. However, the employees will be leaded by two managers which is playing a vital role so that to help the employees to accomplish their goal and provide a good customer services.
Next, the OLDTOWN White Coffee café adopts the computer system for the order. The OLDTOWN White Coffee café carried out the operation by adopting the computer system for the order. After the customers had written the orders in a piece of the paper which provided to the customers. The workers will key in the orders which the customers had order in the computer system so that the kitchen will be receiving the orders too. Then, the staff will print out a receipt for the customer regarding the order being processed. Once the kitchen has received the orders, they will started to prepare and cook the meals for the customers. By having the computer system, the café can access the bill by retrieving the records and data so that the process can be more efficient and effective. In addition, it shows the list of the orders and the price of the foods and with the totals amount for each tablets. The computer system shows a clearer picture of the order and also help the employees to handle the services of the customers efficiently.
Besides, the OLDTOWN White Coffee café has a systematic of the operation in the kitchen. The kitchen operation is divided into three phases such as meals or food, wash or clean and beverage and toast. There will have more than ten employees with well-trained handled by them. The employees will be using the purified water for cooking, beverages and washing in the kitchen. In fact, the purified water is function by the mechanical filtered water or the processed for the consumption should be cleaned.(check the meaning) Therefore, the OLDTOWN White Coffee café is looking serious toward the cleanliness of the cafe and the kitchen to ensure that provided a clean hygienic environment to the customers.
Weaknesses
The weaknesses that OLDTOWN White Coffee faced is the time estimation. Time estimation is an important to the company because to determine how well the company can manage it on time and punctual. For example, one of the customer complained that most of the customers and he himself waited for meals for an hour. Some of the customers also left the café because of waited for a long time for meal. Moreover, it also wasted the time of the customers (TripAdvisor 2016)(Appendix 1). It caused the customers unhappy and could not enjoyable with the meals. However, it also will caused the café have a bad reputation.
Other than that, OTWC have a lot of branches in Malaysia and this may cause the quality of the food control have problems. This is because employees in different outlets have different kind of cooking skills and it is also difficult to train the employees to cook exactly the same taste in every outlets. Thus, it will bring the quality and standard difficulty of the café. For example, the customer commented that the quality and the standard of the foods did not meet up her expectation and make her so disappointed with the foods. If the Old Town White Coffee café improved the quality of the foods and it will be nice and worth for the price (TripAdvisor 2015)(Appendix 2). However, it shows that the café can be produce a quality and standard foods to satisfy the customer’s needs.
Apart from that, the weakness of the otwc is the employees do not follow the rules and regulations of the company’s policy. For instance, the customer unhappy with the services in the café which is the café had to provide the operation hour services is 24 hours every day. However, the staff asked the customers to leave by 3 a.m. so that they could close the cafe. This shows that however the café provide the 24 hours services but the staff did not follow and comply with the rules and regulation with the policy of the café that they had obtained. Some of the customers hope that have 24 hours café so that they can a cup of coffee to relax after a long hours of tiring works. This is because there are not many of the café provides this kind of services which is the 24 hours services. Moreover, it will put down the profit of the café with a bad reputation and services from the staff to the customers.
Opportunities
The opportunities analysis that the OLDTOWN white coffee is global market. OLDTOWN white coffee café has the opportunity to provide delivery services to the customers due to there are a lot of company or café have this services such as Domino Pizza and Pizza Hut have the delivery services. Nowadays, most of the people or office workers will think of what to eat for their meals. This is because after from a tiring works still need to think what to eat and because of tiring to drive out to buy a meals. It is a good opportunity to the café if they can provide the delivery services as it is convenient to customers and also it will increase the profit of the café.
Apart from that, otwc café have the opportunity to promote the foods in the menu through culture. Otwc uses the sign of the customers from different countries having different culture and also the customers from the difficult states will be attracted by the promotion. It reflects that the promotion is unique and can be promote the specific culture to every customers specially the customer came from oversea or the traveller from oversea. This is a successful way of achieving in the foreign and domestics markets.
Threats
Last but not least is the threats. Threats will bring harm or disadvantages to the company. The OLDTOWN White Coffee will face the threats is the competitors. Otwc has confront with the limitation of the expended market such as US and Europe country. This is because they they have too strong competitors like Starbucks café and the Coffee Bean and Tea Leaf Café. Starbucks café has a high reputation in the world and the amount of the capital to expand is higher than otwc. This is because due to the increase culture in the global relationships, economics activity and people in surrounding could be affected by the global distribution with the good and services of the café. Therefore, the new entrants are easily to enter into the markets and also the competition will increase in the specific markets.
Next, otwc also facing a threat which is the product imitation in the menu. There are the possible having high product imitation. This is because the foods in the menu are very common and similar foods in their own company, so it may cause to have a lot of competitor and the market share will be reduce in the global. Then, the threat is the price of raw materials. When the price of raw materials increased which means that the product also will be increase too. When otwc buys the raw materials with high prices, the foods will be slight increase of the price of the foods.
On the other hand, risk of substitute is also one of the threat to be consider. This is because no one will know that the market of the café will grow or will decline and is still favourable to the customers. There will be other type of foods and beverage in the future or other than leisurely activity will be replace the café business in upcoming year.