Swot Analysis Of Yk Coffee Shop

1) Introduction

YK is a familiar brand in the food and beverage industry of Singapore offering high-quality and Hazard Analysis and Critical Control Point (HACCP) certified kaya toast sets to the masses (Ya Kun Kaya Toast, 2014). This report aims to evaluate and analyse on YK coffee shop with regards to marketing concepts and theories. Additionally, the report will highlight YK’s target markets, segmentation, positioning and sustainable marketing strategies used at the shop to differentiate from its numerous competitors. Lastly, the report will give recommendations for YK to create and add value for their customers and sustain a competitive advantage.

The main data sources of this report is from the blogs written by students who have visited

YK emphasizes and prides its product which is the Kaya toast and preserves its authenticity at every outlet. By doing so, YK enjoys economies of scale due to its efficiency in marketing, research and promotion costs. Additionally, such strategy improves brand identity where customers may associate YK with Kaya toast and the quality of the product itself.

There is a substantial level of consistency with its menu selection and quality of dishes served in outlets among Singapore and other countries as well. However, the undifferentiated targeting strategy is ineffective for the company since it is seen to appeal more to the business and corporate consumers than families or students. Furthermore it is observed that YK is not adventurous enough to innovate trendy items to cater to the Generation Y and Z segments which could amount to greater sales

Therefore, YK positions itself between authenticity and value for price. YK’s competitors strive for value of money spend as well as creating value for customers by providing impeccable customer service, achieving efficient processes and minimizing waiting times. Nevertheless, YK is predominantly authentic in its menu selection aiming to preserve the tradition of kaya toast by Ah Koon’s quaint establishment since 1944. Table 2: Perceptual Map of Coffee Shops in Singapore.

3) Reflection on Blog Postings

The blog postings from JCU Students generally point that YK has their strengths and three predominant issues regarding most of its outlets. YK’s strength is in the quality of the product they offer at every outlet – the Kaya Toast sets. Rest assured, the quality is reported to be consistent with different branches giving the same high standard of toast sets. Nonetheless, the main issues are mainly service staff, ambiance and lack of