This case study analyzes Old Town White Coffee's strategies during the COVID-19 pandemic. It identifies 3 problems: maintaining sustainability with increased competition, increasing revenue during COVID-19, and surviving the pandemic. It recommends developing a mobile app, implementing customer relationship management, and enforcing strict hygiene procedures. The strategies aim to draw more customers online, better understand customer needs, and increase trust in outlet safety. Overall, the recommendations seek to help Old Town White Coffee increase online sales and attract more customers, especially Malays, amid the challenges of the pandemic.

1. Case Study Analysis
Old Town White Coffee
Presented by:
Nor Azura binti Mohamed Salim
Nur Lyana binti Lazim
Ummu Umairah binti Azahari
Nurnadhirah binti Mohd Zaki

2. Introduction
- Established in 1958 in Ipoh, Perak
- Formulated their own blend of 3-in-1 instant white coffee and
began production in 1999
- products are exported to more than 13 countries worldwide.
- OTWC has more than 200 café outlets throughout Asia.

3. SWOT Analysis

4. Problem Statement
1. How OTWC can remain sustainable in market with rapid increase in the number
of coffee shop.
2. How OTWC can increase revenue throughout the covid-19 pandemic.
3. What plan or strategies can be taken for OTWC to survive pandemic Covid-19
Figure 1: Covid-19 impact on F&B sector

5. Development of Alternatives: TOWS Analysis

6. Assumptions and Missing Information
● Customers are still hesitant about eating out
● Extra cost of complying with the SOP
● Risk of loss due to the product approaching its
expiration date
Figure 2: Survey on customer readiness
on eating out during pandemic Covid-19

7. Evaluation of Alternatives
& Recommendations
1. To enhance online platforms by developing OTWC mobile apps.
Figure 3: Number of online consumers in Malaysia in 2019 and income rate
of online consumers.

8. Implementation
OTWC mobile apps application

9. Evaluation of Alternatives
& Recommendations
2. To implement customer relationship management (CRM) marketing
strategy.
● Finding out about customers' purchasing habits, opinions and preferences, and profiling
individuals and groups to market more effectively and increase sales.
● by understanding customer requirements, OTWC can recognize customer needs more
effectively
● This strategy can also improve customer experience, loyalty and satisfaction.

10. Implementation
Customer relationship management (CRM)
focusing more on personal approach and the development of new or improved products and
services in order to win more business,
I. recommended for OTWC to hire more local workers and reduce foreign workers.
II. OTWC can hire local chefs that can cook Malay cuisine thus it can serve the objective
to attract the largest Malaysian population that is Malay customers.
III. reduce the communication gap between customers and workers thus it can serve the
objective to increase customer service

11. Evaluation of Alternatives
& Recommendations
3. to implement a more robust screening system and strict hygiene
procedures
● validate strict adherence to the same on a continuous basis, and not just occasional
inspections.
● More stringent requirements are required for checks and balances

12. Implementation
Outlet hygiene and safety
● Ensure that all employees comply with the SOPs especially wearing masks properly
and make sure the mask fits to cover nose, mouth and chin at all times.
● Employees should also be reminded to wash hands regularly with soap and wear new
gloves each time preparing order.
● Sanitation process needs to be done regularly
● Customers entering the store should be ensured following the SOPs and do not have
any symptoms of Covid-19.
● Social distancing should be taken seriously.

13. Implementation

14. Evaluation and Control
● OTWC are expected to be able to increase online sales by the mid of 2021.
● Expected to attract more malay customers
● By highlighting outlet hygiene and safety, customers are expected to have more trust
and confidence with OTWC

15. Conclusion
Exploring the impacts of pandemic COVID-19 , there are some suggested strategies for
tackling or responding to these impacts as discussed together with objective to draw more
malay customer as malay are the largest population in Malaysia.