TOPIC/TITLE : Coffee (Local
Coffee)
MODULE : Thesis
MODULE
CODE : VT 3045
UEL ID :
U1255261
INTRODUCTION
In this thesis the topic is about the coffee
but focus on Malaysia Local Coffee. Nowadays, coffee become a trend not just for a coffee lover
and there are various brands of coffee are in the market now such as local
coffee nor the western coffee (international). The culture coffee is not just
happen in this century but there has been a century soon. What it different
between present and past coffee is nowadays coffee become a trend for they
relax or hangout with friend, family or so on but the anciently make this
coffee as a drink to start the day.
Nowadays, drinking coffee
everyday is the hobby of many people . It should be noted that coffee is known
today as one of the most widespread types of beverage consumed around the
world. Coffee is a popular drink that is made from seeds of the coffee plant
that have been roasted. This well-liked beverage is believed to have been first
discovered and consumed in Ethiopia in the 9th century. Today's coffee
drinker can be pampered with the wide selection of different types of coffee
that are available in the market place.
(Coffee, 2015)
STATEMENT OF THE PROBLEM
“Most
coffee is made from non-organic materials and therefore there are many adverse
effects on the output of coffee beans, this coffee because of non-organic
materials using a variety of toxic materials and it is not suitable for health
to drink coffee.” Dr. Mercelo.
According Dr.
Mercelo statement drinking organic coffee is more good and health because
organic coffee product free from toxic. And have a few coffee beans not have
properly control and monitoring for the growth coffee beans.
“Malaysian
coffee culture was not very popular until western coffee entered the local
market and brought along the culture of American coffee. This new lifestyle has
hit big cities but not yet popular when it comes to small town and rural areas
of Malaysia.” Siti Nurbaya
Based on Siti Nurbaya statement,
actually the coffee culture at Malaysia not popular even Malaysia have the own
local coffee brand but when western coffee culture entered into local market
and bring the style and culture of American coffee it become popular and be a
trends nowadays. The this lifestyle not popular yet at small town (village
area) it is because maybe the lifestyle can’t progressive.
“The
brand management is lack of the knowledge of what is actually affecting the
consumers’ preference towards the products in the market around them. The
consumers would have different perception towards the local and international
coffee because the information of the coffee remains unclear.” (The Coffee And
The Marketing Consumers Marketing, 2003-2015)
According the statement of the article, each a coffee brand
should have the knowledge of what is actually affecting the consumers’
preference towards the products in the market around them and from that
consumers can make a difference about the perception towards the local coffee
because the information of the local coffee remains unclear.
REVIEW OF LITERATURE
The history of coffee is come from an Arabian shepherd named
Kaldi found his goats dancing joyously around a dark green leafed shrub with
bright red cherries in the southern tip of the Arabian Peninsula. Kaldi soon determined that it was the bright
red cherries on the shrub that were causing the peculiar euphoria and after
trying the cherries himself, he learned of their powerful effect. The stimulating effect was then exploited by
monks at a local monastery to stay awake during extended hours of prayer and
distributed to other monasteries around the world. Coffee was born. the history of the coffee
bean beagan on the plateaus of central Ethiopia and somehow must have been
brought to Yemen where it was cultivated since the 6th century. Upon introduction of the first coffee houses
in Cairo and Mecca coffee became a passion rather than just a stimulant. (Griffin, 2001)
“The Malaysia local coffee which has adopted from arrivals of
branded retails outlet such as Coffee Bean and Starbucks in the local market
around 1997 to 1998. Local coffee culture grows, begins by commercializing
kopitiams and branding of local coffee shops to
upgrading services by not only selling product but embracing technology as part of the marketing plans to attract younger generations. Malaysia
has been one of the locations starting in the year 1998 after The Coffee Bean and Tea Leaf entered the market at the previous year before
Starbucks that brought us the social changes
in local scene.” (Nurbaya,
2010)
According
the statement from the article the Local Coffee (Malaysia) it become lpopuar
when with the international coffees enter the local market. Actually, local
coffee culture has been famous with small local coffee shop (kedai kopi)
because at village people love to enjoy coffee in stores like that to spend
time with friends either in the morning or after tired doing their daily
activities. It become popular before availability new local coffee market,
begins by commercializing Kopitiam, Ipoh White Coffee, Old Town and so on
selling product and part of marketing plans to attract younger generations. The
Local Coffee culture like Old Town and Ipoh White Coffee mostly became a trend
after western coffee such as Coffee Bean and Sturbucks entered the local market around 1997.
AIM
The aims for this study (topic) is to create a new strategy
to preserving the local coffee.
OBJECTIVE (S)
To achieve the aim for this study (topic), I come out with a
few objectives. The first thing is about using the organic coffee beans, designing
the new strategy for preserving local coffee and the last is to create
awareness for customers. This is my objective for this project ;
·
To identify the
advantages in organic coffee beans and to produce as a healthier product.
·
To designing the
new strategy that can improve the
standard of the promotion Malaysian
Coffee.
·
To create awareness
of the knowledge about the consumers preference between local coffee brand and
international coffee brand.
Methodology
What is methodology?
“Methodology” implies more than simply the methods you intend to use to collect data. It is often necessary to include a consideration of the concepts and theories which underlie the methods. For instance, if you intend to highlight a specific feature of a sociological theory or test an algorithm for some aspect of information retrieval, or test the validity of a particular system, you have to show that you understand the underlying concepts of the methodology. When you describe your methods it is necessary to state how you have addressed the research questions and/or hypotheses. The methods should be described in enough detail for the study to be replicated, or at least repeated in a similar way in another situation. Every stage should be explained and justified with clear reasons for the choice of your particular methods and materials. (Manchester)
From the methodology that researcher research about the topic (local coffee), researcher did research based on primary research and secondary research. From the research, researcher get more information, knowledge and data about the topic. The researcher did this methodology is for make sure the proposal of the topic is to show that researchers understand the underlying concept of the topic. Based on the primary research that did from researcher is such as, brainstorming, sketches, mind map, interview and so on. And based on secondary research, researcher did from find the information from journal, article, E-book, book and digital media (you tube, video).
Methodology
What is methodology?
“Methodology” implies more than simply the methods you intend to use to collect data. It is often necessary to include a consideration of the concepts and theories which underlie the methods. For instance, if you intend to highlight a specific feature of a sociological theory or test an algorithm for some aspect of information retrieval, or test the validity of a particular system, you have to show that you understand the underlying concepts of the methodology. When you describe your methods it is necessary to state how you have addressed the research questions and/or hypotheses. The methods should be described in enough detail for the study to be replicated, or at least repeated in a similar way in another situation. Every stage should be explained and justified with clear reasons for the choice of your particular methods and materials. (Manchester)
From the methodology that researcher research about the topic (local coffee), researcher did research based on primary research and secondary research. From the research, researcher get more information, knowledge and data about the topic. The researcher did this methodology is for make sure the proposal of the topic is to show that researchers understand the underlying concept of the topic. Based on the primary research that did from researcher is such as, brainstorming, sketches, mind map, interview and so on. And based on secondary research, researcher did from find the information from journal, article, E-book, book and digital media (you tube, video).
Research Question/ Hypothesis
- What is history of coffee?
-Types of coffee beans.
- What is difference between organic coffee bean and non-organic coffee beans?
-What is Kopi Luwak?
-How local coffee preserving their coffee?
-The problems of local coffee in Malaysia.
-How the coffee marketing in Malaysia?
-What the differences local coffee (like old town coffee, ....) and western coffee (like Starbucks, ....)
- What is history of coffee?
-Types of coffee beans.
- What is difference between organic coffee bean and non-organic coffee beans?
-What is Kopi Luwak?
-How local coffee preserving their coffee?
-The problems of local coffee in Malaysia.
-How the coffee marketing in Malaysia?
-What the differences local coffee (like old town coffee, ....) and western coffee (like Starbucks, ....)
Bibliography
Coffee, B. (2015). Information About Coffee. Food
Editorias.
Copyright. (2003). The Coffee And The Malaysia
Consumers Marketing Essay. UKessays.
Griffin, M. (2001). Coffee History. Coffee
Research.
Nurbaya, S. (2010). Malaysia Coffee Culture : A
Research Of Social Aspect, Branding And Design. Scribd.
Manchester, U. o. (n.d.). What is Methodology. Faculty
of Humanities Study Skills Website.
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