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0 Executive summaryThis assignment was commissioned to select a local Malaysian company in any industry which is operating in a host country. The company that I selected is Oldtown, which is in coffee industry and the host country is China. By using the Deeplist analysis, porter 5 forces and Hofstede cultural, able to analyze the business environment in China. The marketing strategies that Oldtown used in china was measured by analyzing and was justified by using the 4p’s, segmentation and consumer behaviour and degree of adaptation. Recommendation was given on the ways that Oldtown could improve in terms of their marketing strategies in China. 2.0 IntroductionBeginning with the history of Oldtown white Coffee, it started in the year 1999.
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Oldtown aim is to deliver high quality of white coffee to the Malaysian household as well as the food service industry. Blend 3 in 1 instant coffee is formulated by Mr. Goh Ching Mun the co-founders and Mr. Tan Say Yap the executive directors. The growth of the Oldtown were helped by the co-founders with the provision of Mr.
Lee Siew Heng who is holding the position of Managing director of the company. The role that he was responsible was implementing the company vision, development and strategy. Oldtown currently exports beverages to 17 markets globally (Oldtown AR, 2017). In this assignment, I had choose China as my host country. I will be doing research on analyzing the global marketing strategies that Oldtown adopted in China.
