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Established by Mr. Tan Houw Started the business in coffee grinding and trading
1952
Mr. Tan Houw had his only son, Mr. Widyapratama
1930
1971
Opened first caf shop in Jakarta by 2002 Entered with affiliation with MAP Dominated coffee house and control all of its supply chain Fully operated using high tech state of art technologies
NESPRESSO
STARBUCKS
NESCAFE
Challenges
What would the new strategies be? How should he implement the new strategies? Would his personal entrepreneurial strategy really bring loyalty to Kopi Aroma future customer?
SWOT Analysis
STRENGTH Focus on maintaining 7M Good virtue and operational transparency to customer Sustainable business Affordable price Market leader in niche market High brand awareness Unique product WEAKNESS Never proposed for any loans or credits from any financial institutions There isnt much promotion for Kopi Aroma Limit product availability
SWOT Analysis
OPPORTUNITY
Loyal consumers who had been acquaintance to Kopi Aroma since almost early 70s New customers who were recommended to Kopi Aroma by previous customers Tourist attraction as his shop were known widely in the Netherlands Strong bonds with his coffee bean suppliers in the plantation
THREAT A plunge in international coffee prices in 2002 Several plantations had changed their product into corn Heavy pressure from other Indonesian and international coffee processors chain who tried to overtake his coffee plantations and markets
Strategies
Focus on his specialties coffee with special organic and natural treatments
Make a coffee kiosk inside the coffee factory, so the customer can feel the coffee experience
Creating a coffee tour to sharing the knowledge about Kopi Aroma and make people knew the entire production and history about coffee aroma