1. School of Architecture, Building and Design
Foundation in Natural and Built Environment
(FNBE)
English II
Ms Cassandra
English II- Final Project- Research Assignment
Report
FNBE August 2014
By: 7 Little
Group member :
Lee Ning 0320125
Ong Shi Hui 0320303
Lee Zi Ying 0320435
Chong Jia Yi 0320869
Lim Zia Hui 0321031
Loong Bo Lin 0321469
Hau Hui Yee 0320283
2. Table of Content
No. Title Page
1. Artistic Page Cover i
2. Taylor’s Assignment Page Cover ii
3. Table of Content iii
4. Key Summary of:
- Location
- Assignment
- Interview Questions
- Methodology
5. Research Report
- Description of the history of the trade
- Brief description of the business
- Comparative Analysis
6. Recommendations
7. Bibliography
8. Appendices
9. References
KEY SUMMARY
Location
3. The trade of business that we are studying for this research report is pet shops. The
two pet shops that we have interviewed are K9 Pets Shop in Georgetown, Penang and
Petsmore. Sdn. Bhd. in Klang Valley, Selangor.
K9 Pets Shop which is located in a developing town is operating as a home-based
business while Petsmore is a commercial business spreaded all over in a city, Klang
Valley. The locations of the pet shops have made the biggest different between K9
Pets Shop and Petsmore which is the type of business they are operating.
Assignment
In this research report, we are to study two business in the same trade in Penang and
Klang Valley.
The main objective that we are doing this research report is to analyze the
combination of data and informations from different sources. For example,
interviews, internet and printed media.
Finally, we have to make a conclusion to the comparison between the two business
and recommendations to improve the business.
4. Methodology
Data Collection
a. Mass Media- Internet/ Online Research
By researching online, we have gained the basic informations about the pets shop. For
examples, the products and accessories sell in the the pets shops, the operating hour
and the services provided in the pets shops.
After comparing a few pet shops, we decided to have an interview session for the two
pets shop that we have selected, K9 Pets Shop and Petsmore.
b. Interview sessions
By conducting the interview sessions with the founders of K9 Pets Shop and
Petsmore, more informations for the businesses were gained. In the interview
sessions, tasks were given to all of the members. For examples, taking minutes,
recording, taking videos and asking the interview questions.
Throughout the interview sessions, more informations about the historical background
of two businesses, the businesses operating methods and the main products of the
businesses were collected.
Analyse Data
By using the data collected from the online research and interview sessions, the
similarities and differences between the two business were analyzed. The weakness of
the businesses were found to be improved.
Data Presentation
After completing the report, the content report were summarized into a powerpoint
presentation slide. This is because there is a final presentation for our report by the
end of the submission date.
5. Why dogs were the first animal to be domesticated?
The dog genome (courtesy of a boxer named Tasha) was first decoded in 2005—and even
before that researchers had been using genetic tools to track Fido's first home.Early research
pointed toward East Asia as the locus of first taming after the discovery of high genetic
diversity and other key markers in dog populations from various villages there.
Some investigators, however, have since pointed out that the genetic search sampled more
East Asian village dogs, neglecting similar pups roaming other villages around the globe.
That's where the Village Dog Genetic Diversity Project at Cornell University comes in.
Starting with a recent genetic analysis of dogs in African villages, the Cornell group hopes
ultimately to create a detailed DNA-based map of canine ancestry worldwide, which in turn
should fetch a new understanding of the ancient humans who took them in.
One part of that new insight appeared earlier this month in the Proceedings of the National
Academy of Sciences (PNAS),in a study that calls into question the assumption of dogs' East
Asian origin. A team led by Adam Boyko, a researcher at Cornell's Carlos D. Bustamante
Lab, sampled 318 village dogs in Africa (as well as hundreds of dogs from North America
and Europe for comparison) and discovered that the high genetic diversity of canines there
resembles that found in East Asia. "We found almost without exception they're descended
from different ancestralpopulations," Boyko says of the village dogs sampled in Africa. That
means they may have been there just as long as others had been in East Asia.
Researchers have also yet to figure out when people first began raising dogs. The going
theory is that dogs were domesticated somewhere between 15,000 and 40,000 years ago. But,
Boyko explains, genetic testing has not gone deep enough to come up with a more refined
date.
To try to track down some more clues, field crews have fanned out around the globe this
summer to test village dogs in Vietnam, New Guinea, Malaysia and other locations in
Eurasia.
Of course, scrappy village dogs aren't often the focus of heartfelt conservation efforts,and
some even face active elimination programs. But these pups also have challenges from newly
arrived European-descent dogs, which threaten to make a splash in the regional gene pool. "It
is unclear the degree to which older populations will be able to maintain their genetic identity
and persist in the face of modernity," Boyko and his co-authors wrote in the PNAS paper. So
time is of the essence in digging up a solid answer about doggie descent.
He adds that he and his colleagues also plan to "look for which regions of the genome went
under selection earliest," and from that "we'll also learn what traits were selected for at that
time." That knowledge, along with a little help from archaeologists, may be able to uncover
sniff out just why the dog was so special and became most likely the first domesticated
species.
6. DESCRIPTION OF PET TRADE
Pet shop is a retail business which sells different kind of pets to the public. Besides
selling pets, pet shop also provides variety of pet supplies and pet accessories.
Due to this ever-changing era, new ideas have been implemented in this business to
provide a better life for pets. This is how the customer services enter this market and
the reason why we have the grooming services now. Besides the walked-in pet shop
which required a shop lot, the pet shop business even developed in online business
form to save the time for the customers.
Day by day, our country has network technology which affect by Western Countries.
Pet businesses are starting online business because most customers prefer to online
purchase. It is convenient and save time to a customer, no matter in day or night.
Basically, there are a few types of pet shops:
A. Standard Retailers for Pets
These kinds of shops can be found in almost every town with the large store
chains.Most of the consumers love to purchasing at this kind of pet shop is because it
created to supply just about anything that pet owner might need daily. Purchasing at
this type of pet shop is very hassle-free.
B. Specific Pet Stores
The pet owner can probably find a specialized store that caters to the kind of pet they
have.This kind of shop will provide a wide choices of item for specific type of pet, it
is very convenient to the pet’s owner to find things they need.
Beside, it is more professional, because they may have much more knowledge about
the subject when it comes to certain animals.
C. Online Pet Stores
The web based pet shop is now a really common choice for a number of various
points, especially for young pet lovers.
This is because it provide a more convenience way to shop as the consumer does not
need to travel anywhere to obtain what they need. They do not need to handle traffic,
other animals, or any of the common annoyances of the typical local store.
Next, it helps the consumers to save their money. The consumer will spend less by
purchasing via internet even with shipping. This is because, online pet shops don’t
have overhead costs like big shops. There are actually standard pet shops as well as
specialized shops on the internet.
7. BRIEF DESCRIPTIONOF THE BUSINESSES
DESCRIPTION OF BUSINESS1
LOCATION OF THE K9 PET SHOP
BASIC INFO
Location: 268 Macalister Road,
Georgetown, 10400 Penang,
Malaysia
Number of employee: 3 loading workers and the rest will be his relatives
such as daughter and son-in-law
Number of branches: NO
8. DESCRIPTION OF THE K9 PET SHOP
K9 Pet Shop is a home-based business that initiated and operated by Mr. Tan Teik
Poh in 1974. It is located in Georgetown, the well-known tourism area of Penang. He started
his career as dog trainer by looking after other’s dogs when he was in secondary school. He
played, walked or exercised their dogs on his bicycle. Moreover, he cleaned their dog’s
kennels and bathed them.
Later,his friend suggested him go abroad to learn about training the dogs. At first, he
was hesitated to go because of his father’s objection but the ticket was booked so he had no
choice. He went to Montana, USA, worked in the top Doberman Kennels, the Marienburg
Kennels in 1980. He became the assistant to Mr. Moe Miyagawa, showing Doberman in US
Show circuit.
During that time, Mr. Tan studied in the Sun Valley Dog Training Academy and
graduated as a Master Trainer. Later,he continued his training in Germany at Hundeschule
Rasch by Mr. Fritz Rasch.
In 1982, at age of 24,he established K9 Training Centre in Penang. Then he
cooperated with Dato’ Eddy Choong to start a professional kennel at Bukit Gambier, Penang
which is K9 Paradise,They named their company as K9 that means canine which is the
scientific name of dog.
In 1998, Mr. Tan decided to start K9 Pets,a one stop shop specialized for all dogs’
demands after gaining experience by years of involvement in kennel. He started his business
with capital of 12-15 thousand ringgit which sponsor by Pro-plan Dog Food. K9 Pets at that
time also was the importer of Pro Plan Dog Food.
Then in 2000, K9 Pets shop was relocated into a 3 storey shop-house in Macalister
Road, Penang until now.
He then imports dog food which is Diamond brand from United State and
repackaging in Malaysia. Also, K9 Pets is the first company to introduce the Pooch Mobile
from Australia to Malaysia.
Mr. Tan also involved actively in dog shows. He was an obedience and All Breed
Judge. He also served as a Director of Malaysian Kennel Association for 5 terms and was the
secretary of MKA Penang branch for many years. Mr. Tan was also the President of
Malaysian Kennel Association in 2004.
In 2005, Mr Tan’s son in law Mr Ivan Soon involved in expanding business of K9 Pet
Shop and became as a partner of the business. He had converted Teik Poh Canine Pets Centre
from a sole proprietor company to K9 Pets Sdn. Bhd.
K9 Pets Sdn. Bhd. is now managed by Ivan Soon. He was interested with dogs during
his secondary school days when his father took him to Teik Poh Canine Pets Centre to buy his
first imported Golden Retriever in 1993. While training his dogs he shown his natural touch,
keen interest and great understanding with dogs. He was exposed to training with dogs and
learned to running pet business. He was also learning the basic and hands-on experience at K9
9. Pet shop. He went to Australia, Germany, Czech Republic, Thailand and Indonesia to show,
work, train and attends International Pet trade Fair.
The shop lot consists of 4 storeys(include rooftop). As it is a home-based business
and most of his employees are his relatives, his shop and house are within a same building.
The ground floor is the operating pet shop, first floor is his house, second floor is his private
library and shop’s storeroom, and the fourth floor which is the rooftop is his dogs’ kennel.
According to Mr. Tan Teik Poh, he does not believe in competitors and branches. He
does not compete with other while he would do something people do not want or couldn’t
think to do, for instance he provides pooch mobile dog wash service which other pet shop
didn’t provide. His business aim is to provide a good quality of services for his customer
while not aiming for expanding his business.
His strategies to operate his business are introducing online services in purchasing
dog food and deliver them by using Citylink service. It is very convenient and popular among
his customers. Moreover, he does not advertising his business as he know that a good service
and product will promote itself.
It is quite strange if a pet shop which only sell and provide product for a type of pet as
many pet shops nowadays aim to become a one-stop pet centre to attract more customers. K9
is the pet shop which only provides dog’s food and accessories. Mr. Tan Teik Poh answered
our doubt by telling us that he is not providing products and services for other pets because he
does not want to downgrade his services. He said that he is only expert in training dogs so he
would like to provide professional services for his customers. He also builds good
relationships with his customers to understand what are their needs and recommendations.
10. PRODUCTS:
1) Dog foods
Diamond Natural brand Diamond brand Diamond- Nutra-gold
2) Dog accessories
Leather muzzle with steelbar Working leash
Dumbbell for IPO training Leather Collar
11. DESCRIPTION OF BUSINESS2
PETS MORE SDN BHD
LOCATION OF PETSMORE PET SHOPS IN SELANGOR:
BASIC INFO:
Interviewlocation: PETSMORE Sdn Bhd 2-G,
JALAN BULAN BQ U5/BQ SEKSYEN U5,
BANDAR PINGGIRAN SUBANG,
40150 SHAH ALAM,
SELANGOR
Number of branches: 20 in Klang Valley
Company size: 51-200 employees
12. DESCRIPTION OF PETSMORE PET SHOP
PetsMore.com is a new Pets Concept Store and capital investment by Mr Chin Kong
Hanand Ms Lee Ah Peng husband and wife on March 2003 who has started managing pet
shop since 1988. The Brand Founder was Sean Saw, Fionne Chin and Ys Chin who was also
act as the key management teams to expand the brand into the retail-brand concept.
We had the opportunity to interview one of the Brand Founder, Mr Sean Saw who
started to involve in pet industry when he was 16. He was still studying in secondary school at
that time. He work in a pet shop which was opened by his cousin as part-time job during his
holiday.
After he graduated from secondary school, he further study in electrical engineering.
He get a good result but this field did not interested him much. Furthermore, he had to further
his study to master if he wanted to be recognize as a professional electrical engineer. He
decided to involve in pets industry starting with online business. Unlike today, online
business was not a trend at that time. It was very brave and determined of him to decide to
involve fully in this industry at that time.
The business was founded in 2002. After struggling for a year,he finally started the
first outline. His wife’s parents supported him in opening his first shop in November, 2003.
After that, he continue his passion in this industry until today. Now, Pets More has become a
the largest pet retail-chain store in Malaysia. It was a great success for Mr Sean Saw.
However,he would not stay proud and continue his hard work in aiming for the position of
top pet shop in Malaysia.
Their Vision:
Archive 100 outlets by 2020
Clear direction for future development is needed in a good company. Vision will
create work dynamic, wonders, excitement and organizational growth. Hence, Pets
More set their vision to archive 100 outlets by 2020.
Their Mission: Bring L.I.F.E. to the world. Love
Ideology
Family
Education
A meaningful mission can act as a moral and corporate compass for future
development. It helps in aligning corporate core values and goals. With this mission,
employees’ career achievement become more meaningful while building them to be
professionals in pet industry.
Their Values:
18. COMPARATIVE ANALYSIS
K-9 Petsmore
i. Competitors There are 3 pets shop that are
only meters away from K-9
Petsmore had chain stores all
over Klang Valley.
Competitors are everywhere
ii. Brief
Description of
competitors
Huang Cheng Pets Shop Pet Lovers Centre
- Operating since 2011.
- New in this industry.
- Provide one-stop-center
services.
- Mainly on canine and feline
only.
- Operating since 1973
- Based in Singapore, chain
store spreading over Malaysia
and Thailand.
- 17 chain stores in Malaysia
- Professional vet-trained per
consultant
- Helpful and friendly staffs
- Small sized pets are sold
only.
- Not quite famous in
Malaysia as most of the
services provided like dogs
grooming, dog’s bakery are all
available in Singapore only.
Chew Thean Yeang Aquatic
& Pets
Pets Wonderland
- Operating since 1963.
- Comfortable environment
with 10’000 square feet
multi-stories pet center that
can accommodate 1000
visitors.
- Good variety of tropical
fish
- Mainly focusing of
aquarium pets.
- Lack of knowledge about
animals.
- Staffs are not friendly.
- Operating since 2001
- One-stop pet center
- Provide vet consultation and
grooming service
- Pet boarding not available
- Prices are slightly higher
than usual
- Staffs are friendly but are
not aware of customers that
are in need. Customers need
to look up for the staffs at the
cashier.
19. Alan’s Pets Shop The Pets Family
-Operating since 2003
-Friendly service
-have passion for pets
-gives detailed and
professional advices
-sells canine, feline and
aquarium pets
-exclusive accessories
-Provide pet grooming
- Operating since 2004
- spacious environment
- Affordable prices
- Unprofessional pet grooming
service
- Good pet care advice
- selling various types of pets
including canine, feline,
reptiles and aquatic pets.
iii. Strategies Pets Sold
Canine Canine, Feline, Aquatic Pets,
Small Animals
Pricing
Affordable prices Affordable, doesn’t mark-up
price from the price stated by
supplier
Advertisement
Not much advertisement and
mostly is from face-to-face
advertise
Currently focusing more on
internet advertising, since
most people read news from
internet
Selling Point
Online Shopping One Stop Center for pets
Online Shopping
Quality of service
-Since it is a home-based pet
shop, they are extremely
friendly
- Expertise in Canine
Training
- The owner could remember
his customers due to frequent
chatting.
- Friendly
- Professional
- Responsible (Pet boarding)
- Efficient
Variety of Product
20. -Focus on Canine Products
and Accessories
- Selling different species of
pet’s product and accessories -
Main focus on Canine
Products.
iv. Obstacles faced
in starting new
business
Mr.Tan came from an
average family. The main
obstacles faced is to find
venture capitals to start his
own business.
Mr.Sean Saw first started out
his pets business as an online
business. The main obstacles
faced is online is still not a
trend as it is today, only a few
people will do online
business. Even worst in pets
industry.
v. Ways and mind
sets to keep the
business going
Passion for Pets
Provide pets a better lifestyle they deserve, like what humans
are having now
Help ease owner to get appropriate food, care and consult for
their pets
vi. Summary of Similarities and Difference between 2 business
K-9 Similarities Petsmore
Pets Food Main Products
sold
Pets Food
Provide Pets a Better Living
Standard
Mission Bring L.I.F.E to the World
Passion to Dogs Key Founder
interest
Passion to Dogs
21. K-9 Difference Petsmore
1974 Year Founded 2002
Tan Teik Poh Key Founder Sean Saw
Professional Trainer Status of Key
Founder
General Manager
Home-based Type of Business Commercial
Penang Location Klang Valley
0 Number of
Branches
20
1 Number of
Warehouse
6
4 Number of
Employees
180
Family Relationship
Between
Employees
Employee
Pet Food Major profit Service
Mobile Car Pooch Service Walk-in Grooming Service
Pets Boarding
10.30 am – 7.00 pm Business hour 10.00 am – 10.00 pm
Shortsighted Future Plan Hundred chain of franchises
Diamonds Brand of Food Wider variety type of
imported and locals food
products
Canine only Types of Pets
Sold
Canine, Feline, Aquatic pets,
and small animals
Pre-order Way to Sell Pets In Stock
Sells dog food Strategy to
Function
One stop center
22. Pre-order Way to Sell Pets In Stock
No Membership Yes
5% discount for members on
all products and member’s day
to give major discount
Customer is not always right Customer Right Customers always right
Not much advertisement and
mostly is from face-to-face
advertise
Advertisement Advertise through Mass
Media
23. RECOMMENDATION
K9 PETS Sdn.Bhd.
Current Situation Recommendation
Sell only one product for dog food May import more different brands of
dog food to provide a variety of choice
for the customer.
No branches and poor location The location of this shop is hard to find.
K9 may relocate the shop to a better
location like a shop lot but not a home-
base shop. They may also maintain the
old shop with other easy access
branches.
Provide specialized services for dogs
only
They could expand their specialize to
many type of pets such as, cat, tortoise,
hamster, rabbit
Consultant of dogs They may cooperation in veterinary and
provide a health-care services for dogs
No advertisement K9 may make advertisement for
themselves through the mass media like
internet and flyers to connect more
people to their shop
Fix price for all customer May provide a privilege or member card
for the customer so that they can be
benefit if they continue to shop with K9.
24. PETSMORE.COM
Current Situation Recommendation
20 branches in Klang Valley May explore their business to outstation
in Malaysia or further to overseas
Consultant of dogs They may cooperation in veterinary and
provide a health-care services for dogs
Only provide walk-in grooming services May provide a mobile service for
customers those who have no time to
sent their pets to the shops
Selling pets May associate with the pets adoption
centre and advise the customer to adopt
a pet instead of buying
Provide training for workers May provide all training courses for all
workers to make sure that they have well
knowledge about pets in order to provide
a professional service for the customers
Privilege Member Card May have some interaction with the
members like organize some campaigns
to educate the customers and not only
discount for products.
26. REFERENCE
1) K-9 Pets Sdn. Bhd. (n.d.). Retrieved June 1, 2015, from
http://www.k9pets.com.my/
2) Malaysia Largest Online Pet Shop With Best Price |
PetsMore.com. (n.d.). Retrieved June 2, 2015, from
http://www.petsmore.com/
3) Marketing Executive. (n.d.). Retrieved June 2, 2015, from
http://jobs.jobstreet.com/my/jobs/2615383?fr=21
