Please answer all the question

Jon owned a large coffee farm in the Chiang Rai Province specializing in growing organic

coffee and package the coffee for the different coffee brands in Thailand (OEM business

format). Jon is the well-known expert in organic coffee growing and roasting processes in

Thailand. In the past, Jon did not want to expand his business too quickly because he want to

have a tight control of his coffee farm business.

Jons coffee is quality coffee with good taste and not so expensive price compared with the international coffee brands. Before the COVID Pandemic, Jon has decided to expand his coffee business a bit by serving his coffee under his own brand during the domestic flights of a low-

cost airline in Thailand. However, due to COVID Pandemic, this plan execution is being delayed indefinitely. The expected revenue stream for 2022 needs to be adjust to reflect this problem. Jon needs to find new revenue streams to make up for the lost profit during the COVID pandemic. The choices include caf in Bangkok area aiming at different groups of coffee drinkers in Bangkok, selling through e-Commerce channels, selling the coffee in chain convenient stores across Thailand, international expansion, and producing beauty-related products using coffee as the main ingredient. Jon is asking for your help in analyzing his business options and giving recommendations.

Question

a) Perform the analyses for the different levels of analysis such as PEST, 5-Force Analysis, SWOT & TOWS, Competitor Analysis, etc. What are major risks that Jon is facing and how to deal with these issues?

b) Based on your analyses, suggest some forms of improvement to Jons current business plan and marketing plan that fit well with the current market trends. How should Jon do the branding strategy for his owned brand of coffee? What are the business models and revenue streams that Jon should pursue? Who are the target markets for these

potential business expansion?