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Introduction of Old Town Essay

The OLDTOWN story began in 1958, in Ipoh Town Perak, Malaysia. It all started at the White Café – a classic coffee shop. The owner, inspired with a vision and the passion to make and serve fine coffee, created a secret white coffee blend. White Café can be traced back in 1999, which the co-founder and Executive Directors, Mr Goh Ching Mun and Mr Tan Say Yap produce their own 3-in-1 instant white coffee. Old Town White Coffee currently in November 2010 has 177 outlets which had rapidly increasing Malaysia include in Singapore and planning to have more.

Old Town White Coffee tagline is “Take Your Time, Savor Every Moment”, this idea come from Ipoh, the origin, people living in a small town, which has a slower life beat. Citizen savor every moment just like the way they drink White Coffee, every cup is taken one sip at a time which will positive encounter for consumers who will return over and again. The purpose this assignment is to understand diversity of the scope of management in organizations and concepts and principles related to entrepreneurial activities and their management.

This assignment focused in two mega environment; Legal-Political Element and Economic Element, two task environment; Customer and Clients and Competitors. The mega environment is the general environment which reflects the broad conditions and trends in the societies within which an organization operates. The task environment is that segment of the external environment made up of specific external elements (usually organizations) with which an organization interfaces in the course of conducting its business.

Legal-political is about the legal and governmental systems within which an organization must function, and for economic element is about, did Old Town affected if economic crisis and economic activity is governed by market forces. Customer and clients is how Old Town attract customer by giving promotion and how to stay loyal. For competitors is about the S.W.O.T between the companies.


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