Case Study: Old Town White Coffee Global Player

Old Town White Coffee, the global purveyor of upscale coffee, has given Mr. Cha Lee Ming to recreate the Malaysian coffeehouse experience. The companys strategy is based on four pillars: 1) providing the best coffee, 2) offering the finest product associated with coffee, 3) creating an environment that is inviting and 4) operating in a socially responsible manner. The phenomenal growth of this Ipoh based company can be found through the implementation of these pillars by its partners (employees). The result is a company of people who are passionate about coffee and customer service. According to Old Town White Coffee managers, connecting with customers through the companys partners and listening to their ideas for new products and services is how the company remains locally relevant and has avoided becoming just another faceless corporate logo. As the company expands globally, its challenge is to stay connected to its existing customers and to keep their Old Town White Coffee experience consistently outstanding. The company intends to achieve this through its partners. Old Town White Coffee spends more money on training and benefits for its partners than it does on marketing. The managers philosophy is that if the company takes care of the employees, they will take care of their customers.

Questions:

Old Town White Coffee expands in both domestic and international markets, one of its goals is to stay small. Analyze how the company intends to accomplish these seemingly contradictory goals?