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English 2 Research Assignment English 2 Research Assignment Document Transcript

  • SCHOOL OF ARCHITECTURE, BUILDING & DESIGN Foundation of Natural Build Environment (FNBE) English 2 [ENGL0205] Lecturer: Cassandra Wijesuria Assignment: A Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical Locations No. Name Student ID 1. Wong Yun Shi 0315225 2. Tan Chuu Yee 0315097 3. Tan Kai Sin 0315213 4. Yap Yong Xing 0314715
  • Table of Contents No. Title Page 1 Summary 1 2 Introduction 2 (a) Research Locations (b) The Group (c) The Topic 3 History of Pastry 3 4 Brief Bio Of The Businesses 4 (a) Ming Xiang Tai (b) Tong Kee Brothers Confectionary ( TK Bakery) (c) Cake Sense 5 Comparative Analysis of the Businesses’ Competitive Traits 7 (a) Ming Xiang Tai (b) Tong Kee Brothers Confectionary ( TK Bakery) (c) Cake Sense 4 Recommendations 12 (a) Ming Xiang Tai (b) Tong Kee Brothers Confectionary ( TK Bakery) (c) Cake Sense 5 Appendix 14 6 References 29
  • Summary This report is A Comparative Analysis of 3 Businesses of Similar Industry in Different Geographical Locations. In this report, we will compare three bakery shop that located at two difference place which are Ming Xiang Tai Cantonese Pastry in Penang, Tong Kee Brother Confectionary ( TK Bakery ) and Cake Sense in Klang Valley. We will study how they obtain the desired level of market share and profits.This includes the effectiveness of firm’s strategies, number of competitors, nature of product/services sold, size of the market. Lastly, we will compare and state which firm is more successful in commercially and competitively. -1-
  • Introduction (a) The Research Locations - Penang is the second smallest Malaysian state in area after Perlis, and the eighth most populous. It is the third-largest economy among the states of Malaysia, after Selangor and Johor. It consist of food industry, jewelry industry and so on. - Klang Valley is an area that comprising Kuala Lumpur and its suburbs, and adjoining cities and towns in the state of Selangor. The conurbation is the heartland of Malaysia's industry and commerce. This area consists of difference industries such as manufacturing, food and so on. (b) The Group - Our group consists of four members which are Tan Chuu Yee, Tan Kai Sin, Wong Yun Shi and Yap Yong Xing. We are all from the same tutorial class that start from 1:00 pm to 3:30 pm on every Thursday under our English lecturer, Miss Cassandra. (c) The Topic - Our group had decided to do a research on three difference business of Confectionery Industry. The selected shop are Ming Xiang Tai, TK Bakery and Cake Sense. Each of these shop are famous and have more than one branches in our country. Ming Xiang Tai located at Penang while TK Bakery and Cake Sense located at Klang Valley. -2-
  • History of Pastry "Pastry started at 30000 years ago" ( Jacob, 1944/2007) Pastry origins from the ancient Egyptians who designed the first crude pastries out of grain meal flavoured with honey, fruits and spices. Shortly after that, the Greek and Romans improved on the early recipes whereas the Middle Easterners focused on the art of culinary. Lately, pastries have become a popular dish in many countries around the world. However, different countries have different choices of pastries. Every country has their own history on how pastry started. As for Malaysia, the pastry making industry was started in the 1950s by the Chinese community. The pastries that brought by the Chinese community include ‘Mantou’ which is made by steaming dough made from wheat flour, ‘Char Siu Bao’ which has fillings such as meat or vegetables and ‘Kompiang’ which is a type of clay oven baked bread. (Industrial Baking, n.d) In other communities, there are also other pastries such as ‘Roti’ which is wheat flour baked on a hot iron griddle. There is also a variant called ‘Makki’ which uses maize flour rather than white flour. Brief Bio of the Businesses -3-
  • Ming Xiang Tai Ming Xiang Tai Pastry Shop – located at Penang. There were three branches which located at No. 133, Jalan Burmah, 10050 George Town, Penang. Malaysia ( Head Office), 1-G-23A, Suntech @ Penang Cybercity, Lintang Mayang Pasir 3, 11950 Bayan Baru, Penang, Malaysia (Branch Outlet) and No. 26 Armenian Street Ghaut 10200 Penang (3rd Outlet). We visited the 3rd outlet. The top five popular items at Ming Xiang Tai Pastry Shop are Trishaw egg tart, Salted egg pastry, Chicken floss puff, Traditional Koa Char Siew Pau and Golden Babe. Mr. Au Meng Kit emphasize handmade all item. Besides, they also provide online order and delivery service for other states such as Selangor. Different branch practices different operate time. Head office opening at 8am11pm, Branch outlet opening at 8am-8pm, and 3rd outlet opening at 10am-9pm (MondayFriday) while opening at 9am-9pm (Sat&Sun). The founder is Au’s family third generations heirs who named Au Meng Kit. He also a culture and art lover. Thus, his 3rd outlet design style as 60’s period. Mr. Au motivation came from his family especially his mother. Ming Tai Xiang mission is to flourish the culture of eating Cantonese traditional homemade pastries and biscuits. Ming Xiang Tai’s prime determination is to hold on to the philosophy and regain the cultural essence of traditional handmade pastries and biscuits. Ming Xiang Tai established since year 2008. Over the past 3-5 years, the business was changed a lot. Ming Xiang Tai open more outlet nowadays, provide online delivery, release more new pastry, customers increasing, services become better. Tong Kee Brothers Confectionery ( TK Bakery) Tong Kee Brothers Confectionery – located at Pudu, Kuala Lumpur. They have 8 branches outlets which are located at these following address: I. 2, Ground Floor, Persiaran Jalan Mergastua, Jalan 56, Kepong Baru 52100 Kuala Lumpur (Kepong Baru), II. 2-18, Ground Floor, Jalan Desa 1/3, Desa Aman Puri, Kepong 52100 Kuala Lumpur (Desa Aman Puri,Kepong), III. 16, Jalan Brunai Utara, Off Jalan Pudu, 55100 Kuala Lumpur (Pudu), IV. 8, Lorong Brunai 3, Off Jalan Pudu, 55100 Kuala Lumpur (Pudu), V. 89, Jalan Radin Tengah, Bandar Baru Sri Petaling, 57100 Kuala Lumpur (Sri Petaling), VI. 64, Jalan Cerdas, Taman Connaught, Cheras, 56000 Kuala Lumpur (Cheras), 5 VII. 4G, Jalan Besar, 68000 Ampang, Selangor D.E. (Ampang), VIII. 61-G, Jalan SS21/60, Damansara Utama 47400 Petaling Jaya, Selangor D.E.(Damansara Uptown). -4- TK Bakery top 5 popular items are original flavor egg tart, chicken pie, Char Siew Pastry, Sesame Pastry and Kaya Bun. Actually, they sold a lot different types of pastries and breads. It also western style dessert like yogurt. Next, during special festivals, it will release cakes or products that relate with it. For example, cakes with special design for Christmas.
  • According to Li Yushan (2013) reports, Tong Kee Brothers Confectionery was founded by 7 siblings of Hoong’s family during the 1970s. The motivation came from their parents. "Tong Kee Brothers Confectionery" was named after their father's opinion which is wishing the 7 siblings unite and work together. At first, they sell tarts and breads at the hawker stalls, then, they accumulate the capital and established a shop. In 1980s, they started using the mechanized production line and established the halal food factory in 2005. The Tong Kee tradition has been passed down from generation to generation, from the late Hoong Wah to his siblings. And today, the confectionery is still run by the his three sons and two daughters." ( Tong Kee Brothers Confectionery, 2010 ) Tong Kee mission is “one sincerity, hundred of satisfied”. Over the past 3 – 5 years, the business changed a lot. TK sell Chinese New Year cookies and 4 types hampers. Besides, they provide cut service but other bakery don’t have, release more new pastry sometimes not fixed, customers also increasing, Tong Kee is still expanding its business. Cake Sense Cake Sense was established since 2005. It was has 12 branches which at ; I. Suria KLCC VII. 1Mon’t Kiara II. Taman Megah, PJ VIII. Jusco Cheras Maluri III. SS15, Subang Jaya IX. Jusco Mid Valley IV. Paradigm mall X. Jusco Bukit Tinggi Klang V. Taman Tun Dr Ismail XI. Jusco Bandar Sunway VI. Tropicana City Mall XII. Max Valu Desa Park City Cake Sense founder is James Eng (Muhammad Ahmad, personal communication, December 19, 2013). The most popular items are Chocolate Cakes , Cheese Cakes, Chicken Siew Pao, Hokkaido Strawberry Snow Cake, Chicken Pastries (Muhammad Ahmad, personal communication, December 19, 2013). Their motivation came from committed to beautiful cakes and bakery products to be shared with the people they love. Besides, their mission is about produce beautiful products in every sense – Taste, Quality and Design. Cake sense also has friendly service to ensure customers have the best feeling when buying their products. The opening hour is 10a.m. – 10p.m. Over the past 3 – 5 years, the business was changed a lot. They attracted a lot of loyal customers and prompted 12 stores until now. They release new signature cake especially when customers request it. They can -5design more special and delicious cakes nowadays.
  • -6-
  • Comparative Analysis of the Businesses’ Competitive Traits Ming Xiang Tai Ming Xiang Tai Cantonese Pastry's main base locates at Penang. There are a lot of pastries at there. However, according Sandy Lau, the manager of Ming Xiang Tai, the number of competitors in its respective geographical markets is very little. It is about 2 to 30. It shares around 60% in the market. ( personal communication, December 13, 2013 ) Its top 3 competitors are Ghee Hiang, Seng Hin Hiang Biscuit Trading, and Him Heang. Ghee Hiang originated from Fujian China. In 1856, the founder invited a Fujian Pastry Chef to Penang and adopted the name Ghee Hiang. (Ghee Hiang Manufacturing Co. Sdn. Bhd, 2009) Its main products are Tau Sar Pneah, Phong Pneah, Hneoh Pneah and Beh Tah Saw. Besides those pastries, Ghee Hiang was famous of its sesame oil. While Seng Hin Hiang Biscuit Trading is also a shop with long history. Its main product are Tambun biscuit or also named as Tau Sar Pneah. Except sells at shop, it also distributes its product to other shops. On the other hand, Him Heang was established in 1948. It is also famous of its Tambun Biscuit. Ming Xiang Tai is ables to survive and compete with its competitors because it sells the special and limited goods. Only it sells the Cantonese style pastry such as salted egg pastry while the other Chinese pastry sell Tambun Biscuits. ( Sandy Lau, personal communication, December 13, 2013 ) The another strategy that it employs is to control the quality of its product. Its products are all daily made to ensure that they are fresh. Besides it also provide online buying and delivery services, to attract other state's customer. It also produces variable products such as Trishaw Eggs Tart, Peanut Butter with Lotus Paste Pie, Chicken Floss with Lotus Paste Pie, Green Tea Pie,Ginseng Eight Treasure Tea, Chrysanthemum Goji Tea and Golden Pillow. There are more than 20 types of goods at there. Furthermore, it also has its own Facebook page to interact with its customer. The pricing power of Ming Xiang Tai is weak, its prices are all market prices. ( Sandy Lau, personal communication, December 13, 2013 ) In Penang Island, Ming Xiang Tai is famous, almost all the villagers know the shop. It is successful and owns 3 branches at Penang. Moreover, according to Ms Lau its profit is still growing from year to year. ( personal communication, December 13, 2013 ) Not only the local people will visit the shop, even the foreign tourists will buy its products. It also attracts the media or students to interview and visit the shop. In order to enter the pastry market at Penang, Ms Lau said it is not easy. ( personal communication, December 13, 2013 ) The barriers to entry is weak as you just need to have around RM 100,000 as capital. At the same time, this business does not face legal barrier and control of resources. However, the new shop will hard to survive because it need to compete with some famous shops such as Ming Xiang Tai who has loyal customers and shops who has a few branches at that area. According to Ming Xiang Tai's characteristics, the nature of pastry market at Penang Island is monopolistic competition. In my opinion, the pastry market is fully packed, the new business is really hard to survive unless their products are special and creative. -7-
  • Tong Kee Brothers Confectionary ( TK Bakery ) Tong Kee Brothers Confectionary has many branches within Klang Valley. One of it was located at SS15, Subang Jaya. In SS15, TK Bakery was renowned. However, it has in range of 4 - 5 competitors in that area, while within the whole Klang Valley is has around 10 - 50 competitors. It shares around 30% of the market. (Jenny Lim, personal communication, December 19, 2013) The top 3 competitors are RT Pastry House, King's Confectionary and Cake Sense. RT Pastry House is established at year 2003. ( RT Pastry, 2010 ) Its main products are cakes and breads. It has over 20 types cakes and over 40 types breads. Besides cake and bread, it also provides pasties like egg tart, cheese tart and so on for the customers. While King's Confectionary was formed at year 1973. It operates more than 80 retail stores at the Peninsula of Malaysia. (King's Confectionery, 2013) Its well know product is Portuguese Egg Tart. On the other sides, Cake Sense was established in 2005. It has 12 branches. Its famous products are cakes. Customers love its breads and cookies also. In order to survive in the market, TK Bakery practices a few strategics. First is to provide the customers variable choices. It sells differentiated products. Except the Chinese pastries like egg tart, TK also sell western pastry like breads, cakes and swiss roll. Moreover, TK continually discovery and releases new products. For example, except the normal egg tart, it also produce "another version of egg tarts where the pastry is made with butter." ( Tong Kee Brothers Confectionery, 2010 ) Until now, it already has more than 200 types products. ( Jenny Lim, personal communication, December 19, 2013 ) The price of its products are reasonable as it set according the market price. It is a price taker. For instant, each egg tart cost RM 1.20, a 0.5kg cake cost between RM 35 - RM 40 which are almost same as RT pastry and King's Confectionery products' prices. Next, it also emphasize the quality of its products, all of the products are daily make. Moreover, it often has promotions to attract more customer. For example, it has monthly promotions and anniversary promotion. During the special day like Mother's day, it also has lucky draw for customer who buy a 0.5kg cake. These strategics make TK become successful and now its own 8 branches and its profit getting better and better. In Klang Valley, to enter the pastry market is difficult. ( Jenny Lim, personal communication, December 19, 2013 ) Miss Lim said " you need to have around RM 30,000 as capital. ( personal communication, December 19, 2013 ) Then, you need to overcome a huge amount of competitors as the pastries are not only will be sold at pastry shop or bakery, it also be sold at the cafe and hawker stalls. You also need to face the competitors with strategic barriers. Base on the characteristics that shown above, the market is monopolistic competition. As my justification, the market is already packed, new business is very hard to survive and need to invest more money in it. -8-
  • Cake Sense Cake sense has around 4-5 competitors within the SS15 area, while within the Klang Valley, it has 10 - 50 competitors. According to Muhammad ( personal communication, December 19, 2013) it occupies 50% of the market. Muhammad said that the top 3 competitors at SS15 is RT Pastry, Tong Kee Brothers Confectionery and King's Confectionery. The competitions of Cake Sense between RT Pastry House and Tong Kee Brothers Confectionery are most intense as each of them has a own branch just located beside Cake Sense. RT Pastry House is established at year 2003. ( RT Pastry, 2010 ) Its main products are cakes and breads. It has over 20 types cakes and over 40 types breads. Besides cake and bread, it also provides pasties like egg tart, cheese tart and so on for the customers. On the other hand, Tong Kee Brothers Confectionery Subang Jaya branch was established at 2011. (Li, 2013) It has more than 200 type products and its famous products are egg tart. ( Lim, personal communication, December 19, 2013) While King's Confectionary was formed at year 1973. It operates more than 80 retail stores at the Peninsula of Malaysia. (King's Confectionery, 2013) Its well know product is Portuguese Egg Tart. However, Cake Sense are still able to survive as it practices a few strategics. First it sells differentiated products. It has many types of cakes and pastries. For example, Chocolate cake, Pandan Layer Cake, Tiramisu, chicken floss bread, pizza, Portuguese egg tart and so on. Next, it also has a Facebook page and do promotion like having a slogan contest. During Mid-Autumn festival, it will also release Suzhou style mooncake which are hard to found at other shop. Cake Sense is a Price Taker because it has a weak pricing power. The price of its product is market price and even cheaper than RT Pastry House and Tong Kee. For instance, a 0.5kg cake cost around RM 30, however in RT and Tong Kee, it may cost RM32 - RM35. Although Muhammad ( personal communication, December 19, 2013) said that the business currently does not have any specific strategics to compete with other, but the business is still consider success as everyday it has around 60 customers and the business performance is stable. In Muhammad ( personal communication, December 19, 2013) opinion, it is moderately hard to enter the market as it need around RM 100,000 capital and skills such as accounting, baking knowledge to manage the business and the competition is intense. In conclusion, the nature of market is monopolistic competitive. I do agree with Muhammad, it is hard to survive in this market, as manage a cake shop requires difference fields of knowledges and need to brainstorm a lot of strategics to compete with other. -9-
  • The Summary Table Competitive Traits Ming Xiang Tai Cantonese Pastry (Penang-Based) TK Bakery (Klang Valley-Based) Cake Sense (Klang Valley-Based) 1. Number of Competitors 2 to 30 10 to 50 10 to 50 2. Barrier to Entry Weak. Because it just need to have around RM 100,000 as capital. Moderate. Because the new shops need to overcome the business who practices strategic barrier. Moderate. Because the new shops need to overcome the business who practices strategic barrier. 3. Differentiated or Standardized Products Differentiated Products Differentiated Products Differentiated Products  Peanut Butter with Lotus Paste Pie à Chicken Floss with Lotus Paste Pie  Egg Tart à Egg Tart with butter à Mini Egg Tart  Chocolate cake à Pandan Layer Cake à Tiramisu  Kaya Puff à Curry Puff  Chicken Floss Bread à Sausage croissant à Pumpkin Bread  Chicken Pie à Durian Pie à Green Tea Pie  Ginseng Eight Treasure Tea à Chrysanthemum Goji Tea 4. Pricing Power Weak. Price Taker. Because if it set too high price, customer might choose not to buy other pastries at other shop.  Chicken Floss Roll à Green Tea Roll à Sesame Roll Weak. Price Taker. Because there are many other bakeries at the area. Weak. Price Taker. Because there are many other bakeries at the area. -10-
  • 5. Other Characteristics  Will release new products at unconstant time  Provide online buying and delivery services to other state  All are product are hand-made, fresh, and daily made.  Often release new products  Release new products.  Except Chinese pastries, it also sells western pastries such as cakes, swiss roll and bread.  Has an official web site and Facebook Page.  All product are daily made.  Will do promotion like having a slogan contest.  Besides pastries, it also sell drinks such as Ginseng Eight Treasure Tea 6. Verdict Monopolistic Competition Monopolistic Competition Monopolistic Competition After the analysis and comparative, Cake Sense is more successful in commercially. This is because compare to Penang, the market in Klang Valley is more competitive. However, Cake Sense is able to survive and the business performance is stable. It also able to operates 13 branches. Although it has two strong competitors which are RT Pastry and Tong Kee but it still can maintain the 50% of market share. It shows that the strength of Cake Sense is stronger than Ming Xiang Tai and Tong Kee. -11-
  • Recommendation Ming Xiang Tai Researching about the products and customers According to Hiam (2009), research helps "to understand love and hate" and "make a better decision". (p. 71) As Ming Xiang Tai now operates 3 branches and keeps releasing new products, therefore, Ming Xiang Tai should do research to understand its customers' reactions to its products and make a better decision to keep and attract the customers. It can conduct primary research by observing the customers and asking them questions. ( Hiam, 2009 ) Update the information for online shop Ming Xiang Tai also operates the online business, it should update the online shop with some information about the products to let the new customers especially the other states customers know about the products. Hiam (2009) said, " any details you can provide about your product are helpful to the shopper and can build the confidence needed for her to click on that Buy Now button." (p.348) Thus, Ming Xiang Tai should add some details about the products like the main ingredients of them. Tong Kee Brother Confectionery ( TK Bakery ) Analysis the products life cycles As Tong Kee has around 200 types of products, it is necessary to analysis the products life cycles to avoid waste resource and time in selling the products which its sales are slowing down. It should focus on other hot products. Practices appraising performance Nowadays, there are too many competitors that sell similar products. Thus, except paying attention to the quality of products, Tong Kee should also pay attention to the performance of its workers. Therefore, Tong Kee should practices appraising performance. Barrow (2007) states the purpose of appraising performance is to help people "perform better and be able to achieve their career goals." (p.331) If the workers can perform better, then it can help the business to increase its competitiveness. Cake Sense Variable its products Cake Sense should variable its products choice. Compare to TK bakery and other bakery shop, its products choice look less. Therefore, in order to attract more customer, it should provide more choices for the customer. -12-
  • Do more advertisements Cake Sense should do more advertisement to make its name become more popular. Except having its own web page and Facebook page, its can do adverting by radio, TV or even other web site and so on. -13-
  • Appendix Ming Xiang Tai Ming Xiang Tai's shop outlook Ming Xiang Tai's hot products, Trishaw egg tart (left) Chicken with lotus paste pie (right) Ming Xiang Tai Advertising Method Ming Xiang Tai's flyers -14-
  • Ming Xiang Tai's Facebook page Ming Xiang Tai's Competitors Ghee Hiang Ghee Hiang web page ( left ) Ghee Hiang pastry products ( right ) * Images obtained at Ghee Hiang's Web Site , http://www.ghee-hiang.com/ Him Heang Him Heang's biscuits (Tambun Biscuits ) * Image obtained at http://kyspeaks.com/tag/him-heang/ Seng Him Heang Seng Him Heang's Tambun biscuits Package -15-
  • TK Bakery TK Bakery SS15 Branch outlook TK Bakery' sells differentiated products TK Bakery Advertising Method TK Bakery Promotions Advertisements * Images are obtained from Tong Kee Brothers Confectionery Facebook Page , https://www.facebook.com/pages/Tong-Kee-Food-Corporation-Sdn-Bhd/190587117656652 -16-
  • TK Bakery 's Facebook page Cake Sense Cake Sense SS15 branch 's outlook Cake Sense's Products ( Imagines obtained from https://www.facebook.com/cakesense ) Chocolate Cake French Pizza Mini Tarts -17-
  • TK Bakery and Cake Sense 's Competitors RT Pastry RT Pastry House Web Page (left) ; RT Pastry House's products * Images obtained from RT Pastry Hose Web Site, http://rtpastry.com/ King's Confectionery King's Confectionery Web page -18-
  • Interview Note Ming Xiang Tai 1) When was the business founded? - 2008 2) Who are the key founders? - Au’s family third generations heirs who named Au Meng Kit 3) What prompted the founders to start this business? - Mr. Au motivation came from his family especially his mother 4) What are your main products? - Trishaw egg tart, Salted egg pastry, Chicken floss puff, Traditional Koa Char Siew Pau, Golden Babe and so on. 5) Who are your customers? - Customers are variable, except the local people, tourists are also included 6) How is the business performance? - The profits of the business are keep growing. 7) How many branch offices/stores do you have ? -3 8) Can you provide us a brief history of your business? - Can be obtained from the menu and fryers 9) Do you have many competitors? Who are they? Who are your top 3 competitors? - Has less competitor as most of them are selling Tambun biscuits. The top 3 competitors are Ghee Hiang, Seng Hin Hiang Biscuit Trading, and Him Heang. 10) How big is your market share ? - around 60 % -19-
  • 11) How much capital is required to start this business? - approx. RM 100,000 12) Generally, do you feel it is easy or hard to enter this market? Why? - It's easy to enter the market but hard to survive. Because it need to compete with the shop has loyal customer. 13) How do you compete with your competitors i.e. what strategies do you employ to divert customers away from your competitors? - The products are all daily made, provide online buying and delivery services, produces variable product and having a facebook page. 14) How often do you release a new product ? - We does release new product, but does not has a specific period. 15) Are your pricing decisions strongly affected by your competitors? - No. All of the products' prices are set according the market price. 16) What has the business accomplished or what changes have occurred in the business over the past 3 - 5 years - Open more outlet, provide online delivery, release more new pastry, customers increasing, services become better. -20-
  • Tong Kee Brothers Confectionery 1) When was the business founded? - 1970s 2) Who are the key founders? - The 7 siblings of Hoong’s family 3) What prompted the founders to start this business? - Not sure 4) What are your main products? - Original flavor egg tart, chicken pie, Char Siew Pastry, Sesame Pastry and Kaya Bun. 5) Who are your customers? - Local people, mostly are Chinese 6) How is the business's performance? - The profits are keep growing and the business are expending. 7) How many branch offices/stores do you have? -8 8) Can you provide us a brief history of your business? - It can be obtained on the Facebook page 9) Do you have many competitors? Who are they? Who are your top 3 competitors? - Yes. In this area is around 4-5, while around the Klang Valley is around 10 - 50. 10) How big is your market share as well as your top competitors? - Approx. 30% 11) Is the business constantly facing strong competition from other competitors? - Yes 12) How much capital is required to start this business? -21-
  • - Around RM 300,000 13) Generally, do you feel it is easy or hard to enter this market? Why? - No as has many competitions and requires higher capital 14) How do you compete with your competitors i.e. what strategies do you employ to divert customers away from your competitors? - daily make the products, promotions and advertising by using Facebook page 15) How often do you release a new product (this assumes the business sells differentiated products)? - We did release new products but does not has a specific period, sometimes a few weeks, sometimes a few months 16) Are your pricing decisions strongly affected by your competitors? - The prices is set according the markets price. -22-
  • Cake Sense 1) When was the business founded? - 2005 2) Who are the key founders? - James Ang 3) What prompted the founders to start this business? - Not sure 4) What are your main products? - Chocolate Cake, yogurt cake and Cheese cake 5) Who are your customers? - Local people, mostly are Malays 6) How is the business's performance? - The profits are keep growing and the business are expending. 7) How many branch offices/stores do you have? - 12 8) Can you provide us a brief history of your business? - It can be obtained on the Facebook page 9) Do you have many competitors? Who are they? Who are your top 3 competitors? - Yes. For example, TK Bakery, RT Pastry King's Confectionery 10) How big is your market share as well as your top competitors? - Approx. 60% 11) Is the business constantly facing strong competition from other competitors? - Yes 12) How much capital is required to start this business? - Around RM 100,000 -23-
  • 13) Generally, do you feel it is easy or hard to enter this market? Why? - No, as has many competitions, requires higher capital and need specific skills 14) How do you compete with your competitors i.e. what strategies do you employ to divert customers away from your competitors? - daily make the products, promotions, slogan contest, advertising by Facebook page and we are planning to do renovation at this store 15) How often do you release a new product (this assumes the business sells differentiated products)? - We did release new products but does not has a specific period 16) Are your pricing decisions strongly affected by your competitors? - The prices is set according the markets price. -24-
  • Meeting Minutes 1 Meeting title : Discussion of the Research Project Date : 6th December 2013 Person Responsible - All Group Members Time allotted 3.30 pm Agenda Topic Decide research which industry and interview which shops and Meeting Called By Tan Chuu Yee Discussion Time Keeper To decide which locations to conduct the interviews Wong Yun Shi Note Taker Attended Meeting Location Conclusion Yap Yong Xing Tan Chuu Yee , Wong Yun Shi , Yap Yong Xing , Tan Kai Sin Library After some discussion , we decided to research about confectionery industry and we decide to interview Ming Xiang Tai Pastry House which located at Penang. Yong Xing will contact the shop. locations -25-
  • Meeting Minutes 2 Meeting title : Discussion of the Research Project Date : 7th January 2014 Person Responsible - All Group Members Time allotted 4.45 pm Agenda Topic Decide another locations Meeting Called By Tan Kai Sin of pastry shops Discussion Time Keeper Note Taker Attended Meeting Location Conclusion To decide another locations to conduct the interviews Tan Chuu Yee Yap Yong Xing Tan Chuu Yee , Wong Yun Shi , Yap Yong Xing , Tan Kai Sin Library After some discussion , we decided interview to TK Bakery and Cake Sense which is located Klang Valley . -26-
  • Meeting Minutes 3 Meeting title : Discussion of the Research Project Date : 13th January 2014 Person Responsible - All Group Members Time allotted 5.45 pm Discussion Time Keeper Note Taker Attended Meeting Location Conclusion Agenda Topic Divide Jobs for all members Meeting Called By Tan Kai Sin To divided all the jobs Yap Yong Xing Tan Kai Sin Tan Chuu Yee , Wong Yun Shi , Yap Yong Xing , Tan Kai Sin Library After some discussion , we divided all the jobs to the members -27-
  • References : Jacob, H.E. , (2007). Six Thousand Years of Bread: Its Holy and Unholy History . (Richard & C.Winston, Trans). New York: Skyhorse publishing , INC. (Original work published 1944) Industrial Baking, (n.d). History Of Baking Industry In Malaysia. Retrieved from sites.google.com/site/breadmakingguide/history-of-baking-industry-in-malaysia Ming Xiang Tai (n.d) The Secret of Irresistible Pastry [ Flayer ]. Penang, Malaysia : Ming Xiang Tai Confectionaries & Drinks Sdn. Bhd. Tong Kee Food Corporation Sdn Bhd (n.d.) In Facebook [ Food & Grocery Page ] Retrieved from https://www.facebook.com/pages/Tong-Kee-Food-Corporation-SdnBhd/190587117656652 Li, Yushan ( 2013, January 30 ). Fame : Tong Kee Brothers Confectionery Tarts of Fillings Loose Incense. Oriental Daily News, p. MC11. Ghee Hiang Manufacturing Co. Sdn. Bhd. (2009). Ghee Hiang Legacy. [online] Retrieved from http://www.ghee-hiang.com/ RT Pastry House ( 2010 ). Welcome To RT Pastry House. Retrieved from http://rtpastry.com/ King's Confectionery ( 2013 ). Abouts Us. Retrieved from http://www.kings.com.my/about.html Barrow, C., (2007). Starting a Business For Dummies. (2nd ed.) Chichester, England: John Wiley & Sons, Ltd. Hiam, A., ( 2009 ). Marketing For Dummies. (3rd ed.) Indianapolis, Indiana: Wiley Publishing, Inc. -28-