The Coffee Bean & A ; Tea Leaf was founded by Mona and Herbert Hyman and it is established in Los Angeles. California in the twelvemonth 1963. The first Coffee Bean & A ; Tea Leaf were established here in Malaysia in 1997. The company offers a broad assortment of its ain signature beverages that ranges from java to non-coffee drinks and launched their really ain signature drink ; “The Original Ice Blended” in 1989 and has been the chief high spot of its company of all time since.
We will take a expression into the possibility of conveying in a new merchandise that could be a pillar for the Ice Blended scope that is already available here in Malaysia. Currently. the scope of its Ice Blended drinks is limited to several java and non-coffee drinks. Although from clip to clip Coffee Bean has been presenting promotional and seasonal Ice Blended drinks. none of these drinks will be served in the chief bill of fare after that the publicity is over. With this.
Although a bulk of Malaysians like to imbibe java oriented drinks.
With the debut of the Honeydew Ice Blended to the market. it will assist hike the challenge of conveying in new spirits for the market.
Situation Analysis
The Coffee Bean & A ; Tea Leaf is come ining its 15th twelvemonth of operation in Malaysia with many of its merchandises runing from its well known “The Original Ice Blended” beverages which carries java and non-coffee drinks have been good received by the populace. However.
2. 2 SWOT Analysis
The undermentioned SWOT analysis captures the cardinal strengths and failings for the proposed merchandise and describes the chances and menaces that it will confront.
2. 2. 1 Strength
The Honeydew Ice Blended drink is offered during the summer seasons and it is good known as the reviewing summer drink in United States. With summer all twelvemonth long in the South East Asia part. this merchandise has besides been proven as a main-stay in the Philippines and Singapore’s The Coffee Bean & A ; Tea Leaf. This merchandise carries a cool. cooling and reviewing sweet gustatory sensation which suits the palettes of the South East Asiatic part.
2. 2. 2 Failings
This merchandise may non be suited for java drinkers as the drink does non offer any java gustatory sensation and it’s a fruit oriented drink. It’s besides non suited for those who are watching their Calories and diet as the drink carries a high Calorie scope due to the sugariness and the pick that the drink offers. As this merchandise targets the young person which comprises of teens and working grownups in their mid-twentiess. some may be monetary value sensitive to this drink offer as it may be expensive compared to the local.
2. 2. 3 Opportunities
Younger coevalss. whom fell under the legal imbibing age. are known as one of the fastest-growing sections of the drinks market. These coevalss prefer fresh and approaching merchandises instead than dead merchandises that they have consumed day-to-day. With a trade name new merchandise being introduced. it will trip the targeted younger coevals with the enthusiasm to travel. The lifestyle factors converger.
2. 2. 4 Menaces
Global java and tea market have been progressively turning and it has since been an highly competitory sector. Coffee Bean & A ; Tea Leaf goes up against its closest challengers such as Starbucks. Dome. Cha Time and Old Town Cafe here in Malaysia.
Competition
The Coffee Bean & A ; Tea Leaf has been a human dynamo trade name in supplying its ice blended drinks. However. there are companies that do do similar ice blended drinks such as Starbucks and Cha Time. The Coffee Bean & A ; Tea Lead has the upper manus because of the creative activity of the “The Original Ice Blended” line which gives the company the excess border. Although the mentioned rivals have been doing ice blended drinks. The Coffee Bean & A ; Tea Leaf has its ain signature manner of doing these drinks particular and can non be matched with its rivals.
