Introduction

Oldtown was established 16th years ago, which is 1999, in Ipoh Town, Malaysia. As of to
date, Oldtown has recognized as the most tremendeous success coffee brand among
Malaysian market with more than 170 chain coffee shops both local and oversea. After 3-in-1
instant coffee has been exposed through International markets such as Canada, UK, and
United States, Oldtown set up its oversea shop in Singapore in the late of 2009. Neverthless,
this paper aims to analayze more about why Oldtown have such a growth at a rapid pace in
the Malaysian food industry. Not only that, some recommendation would be discussed for a
better Oldtown in the year ahead.
The Environment Analysis
Oldtown white coffee is a coffee house that have diversify of product, from its authentic
Malaysia food like Ipoh hor fun, nasi lemak, to western steak kind of food.

In order to

expand its Malaysian authentic food legacy to a larger market, Oldtown needs to strive for
continuous improvement in technology and eager to open up a new shop in United States,
United Kingdom, and Australia.
And in order to approach that countries above as its a big growth potential market, PEST
analysis and SWOT analysis need to be analysed in analytical framework factors. To pursue
its goal in a new market, those two factors above are the key critical main components
success that sustain the growth of the company.
Political and Legal Factors
United States, United Kingdom and Austrilia are the countries that all in highly political
stability and well governmental system. But in the business side, legal and political factors in
those countries are the one that need to strongly taken into considerations before the company
starts the business and its operation.

Political and legal factors is closely linked with

corporate tax which usually based on national minimum wages. Therefore, Australia have
30% of corporate income tax, while United Kingdom have 21% flat rate that widely applied
into limited partnerships, public trading and the likes. At the other hand, USA tax level in
which USD 100,000 with the rate of 34% is the highest among all.

Economical Factor
The gross domestic product (GDP) of these three countires (USA, UK, and Australia) have
similar downfall due to worldwide economic crisis. The economic environment factors
heavily influences the profitability of the business because its aligned with capital, demand
and cost. However, depressed eceonomy that demeed among Europe countries are not affect
the strong demand of some products.
During the economic crisis, US and UK both had fall 6% of their GDP in the Q4 of 2009, but
however, USA had return to slowly growth of 1,7 percent of its economy. On the other note,
wih all the economic downturn among these three countries, one essential factor that allures
foreign investor is its interest rate. That being said, Australia has the highest interest rate to
investors look into which is 4,5%.
Social Factor
The tremendeous success of Starbucks is not indicating that the largest coffee comsumption is
in the USA. However, as stated from (kasih reference disini ) the highest largest coffee
consumption are mostly by Finland, Iceland and Norwegian.

Eventhough, these three

countries are consuming less coffee, but the industries and the community are rapidly growth,
and barista become an admiration job among Y generation these days. Thus, with all the
statement above, among these three countires, USA will be the best choice to go into.
Technology Factor
Technology aspects its highly influence on strenghten strategic management and develop its
core competitiveness in the business. A company that invested on technology will greatly
have a efficiently