Ya Kun Coffee & Toast in Yangon:

Coffee is a favourite beverage of people around the world. Myanmar consumers prefer too to drink coffee as a staple beverage for many years. Coffee is drunk at home or at caf (also known as tea shop in Myanmar.) Sipping coffee or tea and chatting with friends at tea shops is a habit for many Myanmar people, young and old.

Traditional tea shops that sell both tea and coffee are present everywhere in Myanmar. In these days, as the country has opened her door and a lot of foreigners are visiting Myanmar, modern cafs are also established in major cities and towns. In parallel with the increasing number of modern cafes, coffee plantation in Myanmar has been increased and different sorts of coffee are being offered in retail outlets. Coffees sole in outlets are both gourmet coffee and instant coffee like 3-

in-1.

One of the cafs in Myanmar which are in origin of a foreign country or in international chain is Ya Kun Coffee & Toast, Ya Kun is Singaporean chain of mass-market, retro-ambience cafes selling toast products (notably Kaya toast),

soft-boiled eggs and coffee. Founded by Loi Ah Koon in 1944, Ya Kun remained a small family-run stall for decades, but have expanded rapidly since Loh's youngest son headed the business in 1999, They have 70 over outlets, mostly franchised , across seven countries (China, Indonesia, Japan, Myanmar, South Korea, Taiwan and Philippines) and are a Singaporean cultural icon, known for their traditional brand identity and conservative, people-centric corporate culture.

Ya Kun opened its first coffee outlet in Myanmar in FMI centre near to the popular Bogyoke Aung San market. Recently, the 5th outlet was opened in Myanmar Plaza. The foods and drinks offered in Ya Kun are in Singapore and Malaysian style, with high hygiene standards, but with affordable and reasonable prices. The shops are expected to be popular in Yangon and gaining increasingly the brand awareness

and high scores of customer satisfaction.

Suppose you are the marketing director of the Ya Kun Coffee & Toast.

(a)What will be your strategies for growth to be pursued in Yangon? (Present details about the strategy and the reason behind the strategy.)

(b)What is your marketing programme for a specific market segment? (State the selected target market and present in details the marketing elements in the programme.)