Kopitiam Case Study

Decent Essays
1. Company’s Description:
1.1. About Kopitiam
Kopitiam was set up in the year of 1988. The business started off successfully when Kopitiam bid for a well-known food shop at Bishan for a shocking bid price of $2.1 million. To date, Kopitiam has expanded its Food and Beverages business with high cash flow and loyal customers in such a short period of time. It has brought in a competitive edge for her close competitors. Kopitiam outlets are famous for its authentic local food that are sold at an affordable price. Besides that, it is also well-known for its comfortable and modern dining experience.
1.2. History and Successes of Kopitiam
Kopitiam is the first F&B group to introduce a food court that only sells Halal foods to cater to the Muslim
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Core Competencies and Competitive Advantage
Kopitiam, is a strong branding company in Singapore. Being the very first modern Food Court launched in Singapore, many consumers are way more familiar with the brand named ‘Kopitiam’. It provides the very first cashless dining experience in Singapore with more than 1.8 million Kopitiam cardholders at present.
Many overseas business expansion offers were proposed by well-known developers all around the world including countries like Malaysia, Thailand and Hong Kong. This made Kopitiam locally and internationally well recognised. Having a portfolio ranging from Cafes, Food Courts, Food Shops and to Food Malls, the People Development System was introduced to improve the skills and strength of every worker by allowing workers to attend specific course. With improved working skills, it ensures that each and every staff has both the knowledge and skills to achieve better business performance and greater productivity.
3. Market Situation Analysis
3.1. Industry
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Singapore customers are relatively busy. Thus, they are looking more into quick and healthier food. Supposing that dining out is much more convenient, a survey conducted by BIS Shrapnel shows that an average Singaporean would spend around $1900 per year in the F&B industry. Dining out has become a norm in the Singaporean lifestyle. The racial integration in this multi ethnic society has thus led to Singaporeans being able to enjoy a variety of food.
3.1.5. Technological:
Some restaurant operators adopted certain services such as the Wi-Serve, a paging device that enables them to effortlessly contact their patrons, as and when their orders are ready to be collected. This service usually comes in the form of a coaster. Conveyor belts, usually at sushi restaurants, are also used for quick dining and to bring an enhanced value for money customer experience.
3.1.6. Market Growth

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