DIMBULAH COFFEE | PLANTATION TO CUP

Wong Beng Yee

Leonard Goh
Francisus
Daniel Chen
Nyju Raju

POINTS OF SIGNIFICANCE

Market
Opportunity

Niche
Product

Growth
strategy

MARKET OPPORTUNITIES
Coffee Beverage Market
$413.9 Million
9% Market Share
17.5% Compound annual growth
rate

Customer Surveys
90% drink coffee 3-4 times/week
95% liked/loved Simply Toddy

PRODUCT STRATEGY
Benefits of Features

Unique Packaging

Niche Product

Unique flavor provides an exciting alternative to the

typical cup of coffee

Caffeine

Trendy look increases the cool factor of the

consumer

Energy to get through the day without the sugar

crash

High in antioxidants/low in acidity

Mood lifting, protects against various diseases

SUSTAINABLE COMPETITIVE
ADVANTAGES
Packaging &
Design

-creative and simple

-Recognizable and
convenient
-Committed to sustainable
products

Continuous
Innovation

-Various Blends
-New and exciting flavors
-Always high quality and
organic ingredients

Legal agreements
and contracts
Management

-Contract brew master

-Supplier and distributor
non-compete agreements
--Experienced and
passionate company
members

COMMUNICATION
Unique Packaging
Trendy, eye catching

Point of Purchase
Positive, informative, exciting

Intensive webpage
Consumer resource

Local events
Name recognition

CHANNEL STRATEGY
Year 1
Direct Store Distribution

Year 2
Expand to other food grocers & coffee
shops

Expand to other Markets across South

East Asia

Year 3
Expand regionally, and to conventional
coffee chains

DEVELOPMENT PLAN

8 Growth
Strategies
1

Example

Growth Impact

Issues

Forward
Integrate

N/A

--

Can't replace buyers since they are final

customers in the chain

Backward
Integrate

N/A

--

Already supply coffee beans to their

retail outlets

`
2

New
Products

Food, coffee
blends

Increases sales and

customer visits in
existing stores;
increased per store
profit

New
Channels

Wholesale,
grocery store
sales

Greater volume

Is there enough supply? Margins and

competition more severe in wholesale.

New
Capabilities

Growing other
crops like
bananas

Positive P&L impact;

mitigates risk of coffee
crop failures

Reduces coffee production space; crop

productivity depenant on weather; not
directly related to coffee business

Product
Enhancements

Improved
offerings

Increases sales and

customer visits in
existing stores;
increased per store
profit

Customer base used to certain offering;

difficult to innovate in coffee products;
quality is already very good

New
Markets

Retail outlets
outside central
business district

Increased customer base

Local customers may not appreciate

brand or offering; store traffic may be
limited; competition with kopitiams

Increased customer base

Expansion costs and risk high; investment

in creating brand awareness required;
lifestyle change for founder; time away
from farm may hurt production

New Geographies

International
expansion

Developing the right food offering;

consumer tastes change