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Hi There in Management

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Submitted By alvinlim
Words 357
Pages 2
SWOT Pointers

STRENGTHS

1. Kopitiam offers a conceptualized diner that sells a wide variety of Asian Cuisines

2. Flexibility in layout and operations enables Kopitiam to adapt to consumers’ ever-changing needs. i.e. adding a stall for a new variety of food if it is in demand

3. Strong marketing team

▪ Kopitiam has successfully penetrated into Shanghai, China market in December 2003, with a second outlet set up within a month’s time

4. Competent in managing diverse portfolios

▪ With their existing portfolio that ranges from cafes, food courts, food shops to a food mall, it shows Kopitiam’s capability in marketing to different market segments

5. High investor/partnership confidence due to successful track records

WEAKNESSES

1. Lack of resources to penetrate the US market

▪ Kopitiam may experience difficulties in attracting skilled vendors from the Queens’ community

2. Potentially slow product diffusion in New York City (NYC) due to the locals’ unfamiliarity with this dining concept.

OPPORTUNITIES

1. The Asian population in Queens, NYC makes up to approximately 511,787, representing 22.9% of the entire borough’s population; and 49.3% of the entire NYC’s Asian population (U.S. Census Bureau, 2010)

▪ This figure signifies a potential market need for Asian food.

▪ The large population of Asians can contribute to the role of innovators and early adopters in the product diffusion process. Therefore hastening the rate of adoption amongst the non-Asian locals with their positive word-of-mouth

2. Newly proposed job bill offers tax reductions to smaller businesses in NYC (Reuters, 2011)

▪ Provides financial incentives for employment

3. Limited Asian diners around the area presents an untapped market for the Asian Cuisine

▪ There’s only two Chinese and one Japanese restaurants within Queens Center Mall

▪ Others are sparsely located around the region

4. Strong agriculture industry in USA

▪ total no of farms in New York State: 36,300 (USDA, 2010)

▪ Allows Kopitiam to obtain cheaper supplies of raw ingredients and also reduces their reliance on import

5. According to CPEX Real Estate (2010), the estimated rental rates in Queens Boulevard, Elmhurst region is relatively lower as compared to the other denser Asian-populated areas in Queens

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