Synopsis:

The case starts with the immediate pressure made by the founder, Tuan Haji Ruslin Ibrahim on the management team, as they need to decide the appropriate strategies to be implemented in attracting and retaining customers. Given the strong competition in the food and beverage industry, which is conquered by a couple established companies, Ani Sup Utara and Oldtown White Coffee, Pak Tam Cafe had been quite struggling with maintaining their sustainability and profitability. To attract new customers and retaining existing customers, Pak Tam Cafe needs to implement appropriate strategies to make sure the number of customers will keep increasing, as well as the increasing of their sales volume.