Situation Analysis

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1.0 - Company’s Profile

Deaf in Business - Coffees of Hawaii, founded by Dr. Allen Teh, is the first deaf-run gourmet coffee chain in Malaysia. This café was formed in January 2012, providing employment opportunities and possible ownership to the hearing impaired. The employees are 100% deaf and are trained by a few hearing coaches.

DIB is also a non-profit establishment whereby profits are fully utilized for outlet expansions. Industrializing in the food and beverage industry, DIB is well known for their Hawaiian coffee and Tisane. The coffee beans and tea leafs are fully imported from Hawaii, providing customers with a range of healthful experiences. DIB also provides western meals to their customers.

DIB aims to expand its outlets on a global scale, visualizing it to be a profitable and successful deaf-run gourmet coffee chain. To achieve their goal, DIB welcomes the partnerships of philanthropist and business organizations.



1.1 - Product Overview

Under the product line of coffee, we decided to extend the product line by introducing Ready Brew Hawaiian Coffee in sachet form with the brand name, ‘Coffees of Hawaii - Ready Brew Sachet’. The absence of Ready Brew Hawaiian coffee sachets in the market is an advantage for DIB to start a new venture in instant coffee business due to society’s eagerness to try new products. We decided to use the existing brand name as it is easily recognizable for existing and potential customers. The product comes in two sizes with the variation of 4 flavors. Apart from that, its light nature contributes to its portability, allowing customers to enjoy their coffee wherever they desire. The Ready Brew Sachet allows customers to taste Hawaiian coffee simply by adding a cup of hot water. It’s convenient and easy brewing methods allows customers, mainly office workers with hectic schedules to enjoy their coffee when workload piles. As instant Hawaiian coffee differs from instant local coffee, customers are able to enjoy a new taste of coffee. Unlike regular ground coffee beans which requires the need of coffee machines, the sachet coffee is able to reduce customer’s expenses of costly coffee machine. The manufacturers in Hawaii will carry out the conversion of roasted coffee beans to ‘Ready Brews’. With quality controls, DIB serves as a retailer that sells high quality Ready Brew coffee to its customers.



1.2 - Competitor Analysis

DIB is the first and only deaf-run gourmet coffee outlet that offers Hawaiian coffee to its customers. Due to such exclusive concept, the presence of direct competitor is absent. However, being in the F&B industry, DIB may have an indirect competitor - San Francisco Coffee.



1.3 - Target Market and Positioning Strategy

The target market of DIB consists of office workers, male or female, aged within 25 to 50 with middle to high incomes. The introduction of instant coffee targets the segment of customers that are frequent coffee drinkers who look for the exquisite taste of gourmet Hawaiian coffee. The segmentation of customers based on demographics and psychographics are clearly shown above.

Besides that, DIB segments its customers based on customer behavior. The introduction of instant coffee includes a variety of flavors such as espresso, latte, cappuccino and mocha. These flavors are based on the coffee drinks that are provided in the DIB café outlet itself, enabling customers to savor a cup of flavored gourmet coffee in a convenient manner. With such provision of flavors that are based on the intensity of coffee, DIB benefits from the ability to attract a wider range of customers with differing preferences.

As the products come in 2 differing sizes, the user status for this product constitutes first time, potential, or regular users with light or medium usage rate. Based on the SWOT analysis, San Francisco excludes instant coffee in their coffee range, therefore DIB is on its distinctive edge. Located in Damansara Perdana, where office workers are ubiquitous, instant coffee is beneficial and convenient as it may be enjoyed during working hours.



2.0 - Product Strategies

The coffee drink is the core product that ‘Coffees of Hawaii: Ready Brew Sachet’ provides. Customers are able to purchase the packet coffee from any DIB outlets. The ability to brew Hawaiian coffee instantly is one of the key features in the actual product. Just by combining 200ml of hot water with the contents of the sachet, customers are able to enjoy a cup of Hawaiian coffee that is just as smooth and pungent as the one that is freshly brewed in-store. Designed out of convenience, office workers are able to brew their coffee in a short time when workload piles, conserving time when it is a constraint. The sachets are small in size and its portability allows customers to enjoy their coffee even while travelling. It also incorporates a variety of topnotch quality blends with assured, excellent taste to customers.

To further enhance customer’s satisfaction, loyalty card provisions are available. With a minimum purchase of 10 bags of instant coffee, customers are given an additional bag for free from any DIB outlet. Discounts up to 20-30% are also given to for the Ready Brew Coffee Sachet of the month. Apart from that, customers are able to redeem a free cup of coffee by answering the survey form on DIB’s webpage.

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The instant coffee comes in 2 different kinds of packaging for differing purposes. The trial size contains 4 sachets with 4 different flavors as stated in (4.0) whereas the normal size would contain 24 sachets with one flavor. The net weight of the trial pack is 170g, whereas the normal size is 500g. Both sizes would be packaged with recycled products such as cardboards boxes and paper sachets in conjunction with environmental issues. It also incorporates Hawaiian floral designs and patterns with vibrant colors to emphasize the origin of the coffee and for easy recognition. In terms of branding, ‘Coffees of Hawaii - Ready Brew Sachets’ would be printed with clear and attractive fonts for attention-grasping purposes and easy comprehension. The label of the packaging contains DIB’s logo, origin of the coffee beans, instructions on brewing methods, net weight,barcodes for the usage of stock keeping purposes and lastly manufacturing and expiry date.

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