1. SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILD ENVIRONMENT
PRESENTATION TITLE : A COMPARATIVE ANALYSIS OF TWO
BUSINESSES
OF SIMILAR INDUSTRY IN DIFFERENT
GEOGRAPHICAL LOCATIONS
GROUP MEMBERS :
NAMES PRESENTATION / RESEARCH REPORT
RULES
LOH WEI LING (0319225) In charged the Video and the
presentation Slide
LOH PEY MUN (0318572) Audio Recording and report
LEE ERN HUI (0319703) In charged the report
MICHAEL CHANG VUI LOONG
(031998)
Leader , In charged the Video and
Interview
SIM SI KAI (0318609) In charged the research of the report
and interview
SUBJECT : ENGLISH TWO (ELG30605)
LECTURER : MS.CASSANDRA WIJESURIA
SUBMISSION & PRESENTATION DATE : 13 JAN 2014
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2. CONTENTS
1 COVER PAGE 1
2 CONTENTS 2
3 KEY SUMMARY 3
4
BRIEF DESCRIPTION OF THE BUSINESS HISTORY AND
INVOLMENTS
4-5
5 BRIEF DESCRIPTION OF THE BUSINESS 6-7
6 COMPARATIVE ANALYSIS OF TWO BUSINESSES’ 8-12
7 RECOMMENDATION 13
8 APPENDICES 16-23
9 REFERENCES 24
Key Summary
This assignment is given to us to compare 2 business of similar industry in
different geographical locations by compiling our report using gathered research
from interviewer of business and on on-site observations or internet and then
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3. present the information clearly in a formal presentation.
Our group consists of five members which are Loh Wei Ling, Michael Chang,
Chester Sim and Loh Pey Mun. We chose wedding industry as it is a very
competitive industry in the area of SS/2 in Klang Valley. We had chosen two
bridal shops which are Micasa and Eft.Signature Studio. Both shops have more
than ten years history and both are situated at SS/2, Petaling Jaya.
Brief Description of the Businesses HISTORY AND
INVOLVEMENTS
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4. Every business in the society is very important as the economy of the country is
affected significantly. Without good businesses among the society, there will be no
good economy too. Therefore, in order to understand more about how businesses
work, we are given this assignment to do a comparative analysis of 2 businesses of
similar industry in different geographical locations. The businesses we chose are
wedding business. However, when and why was wedding created? Before doing
this comparison of business, we need to understand about the history of the
business and what it involves first.
The first wedding registry was created in the 1920’s. It is invented by a department
store owner who realized the bride could avoid mismatched items and returning
unwanted items if the bride can tell her guests what she wants. Moreover, the
diamond wedding ring was invented through a marketing campaign and then “the
traditional white wedding” was introduced during the world war two as it was best
for military morale and so wedding dress existed until today.
Furthermore, the role of professional wedding planner has existed over the years.
As long as men and women have been getting married, there will be people to
arrange all of the details and plan of the wedding day. As weddings nowadays
became the fairy-tale and dream of everyone, the role of a wedding planner
became more spectacular and important.
This shows that wedding industry over the years in this worldwide is a large
industry and also a very competitive industry. This industry is made up of multiple
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5. of enterprises like photographers, designers, make-up artists, and many more. The
services provided includes the most important segment of the industry which is
wedding gowns. Bridesmaids gifts are also one of the service provided in this
wedding industry. Besides, it also provides videos and photo-shooting along with
albums as products. Therefore, in this competitive industry, wedding industry
professionals are boost up to a higher level in order to survive in this industry has
indirectly caused wedding businesses to grow rapidly over years.
BRIEF DESCRIPTION OF THE BUSINESSES
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6. 1. NAME: Micasa Bridal Studio
2. CURRENT LOCATION: No4, Jalan SS2/75, 47300 Petaling
Jaya Selangor.
3. NUMBER OF BRANCHES: 3 branches in total. 1 in Cheras and
another 2 in Klang Valley
4. NUMBER OF EMPLOYEES: 20 employees. (Photographers,
makeup artist, graphic designers
5. PRODUCTS & SERVICE SOLD: Wedding packages, photo
shooting
6. ESTIMATED CURRENT NUMBER OF CUSTOMERS:
Around 60-80 cases for this month
7. WHEN WAS THE BUSINESS STARTED: This business have
been founded more than 10 years.
8. WHO ARE THE FOUNDERS: Founded by Tom
9. MOTIVE TO START THIS BUSINESS: Interest and also we
like to see how a wonderful relationship ending with a memorable
wedding
10. RECENT DEVELOPMENT OF THE BUSINESS: They
have brought in more different styles of wedding gowns from some
young creative designers. Furthermore, they have also change their
style of editing pictures through more advanced Photoshop skills.
Their employees also go through trainings to help them to pick up
the trends that is flowing tn the market.
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7. 1. NAME: Eft Signature Studio
2. CURRENT LOCATION: No 73, Jalan SS2/75, 47300 Petaling
Jaya Selangor.
3. NUMBER OF BRANCHES: 2 branches in total. 1 in Cheras and
another 1 in SS2
4. NUMBER OF EMPLOYEES: 5 employees. (Photographers,
make-up artist, salesman, shop assistant
5. PRODUCTS & SERVICE SOLD: Pre-wedding photo shooting,
actual day photo shooting, cinematography & gowns
6. ESTIMATED CURRENT NUMBER OF CUSTOMERS:
Around 30 projects for this month
7. WHEN WAS THE BUSINESS STARTED: This business have
been founded in 2005
8. WHO ARE THE FOUNDERS: Founded by Jim
9. MOTIVE TO START THIS BUSINESS: Interested in fashion
design & wedding industry
10. RECENT DEVELOPMENT OF THE BUSINESS:
Improvement in the editing skills
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8. Comparative analysis of two businesses
For this assignment, we are required to interview and compare two businesses. The
business of industry we had chosen is wedding industry. The first studio that we
interview is Micasa Bridal Studio located at No4, Jalan SS2/75, 47300 Petaling
Jaya, Selangor. Micasa is founded by Tom more than 10 years ago and it has 3
branches where one is located at Cheras and the other two at SS2. The second
bridal studio that we interview is Eft Signature Studio located at No 73, Jalan
SS2/75, 47300 Petaling Jaya, Selangor. This shop is founded by Jim ten years ago
and it has 2 branches.
Every business has to face obstacles which are the competing with other
competitors in their market. The location of both shops is placed at the area of SS2
and SS2 is a strategy place which every bridal studio chose to run their business
there. Therefore, the competition among them is very high. The number of
competitors that the both studios have is almost the same.
The top two competitors of Micasa Bridal Studio are Enya Mareine and Casamia
and for Eft Signature Studio are Enya Mareine, Moco Gallery and Keep Gallery.
Both studio is threatened by the capability of Enya Mareine due to this shop
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9. provide good quality in every aspect. Besides, Enya Mariene is well-known in this
wedding industry as they have achieved many awards which increase the
guarantees of the customers’ needs. For Casamia , they have provide good service
and moderate pricing which most people can afford .Moco Gallery and keep
gallery are the top 2 out of 3 for the competitors for EFT Signature . Moco Gallery
have many awards for best wedding gown , many customer are attracted to their
wedding gown and for Keep gallery, even though Keep Gallery have no awards
but they provide good package where most people can afford and their promoter
are well-trained which they are good in promoting their package .
Both studio need to find way to compete with their competitors in order
themselves to stay on this business. Micasa Bridal Studio had use low price
strategy to keep them in the business, they low down their price that most
customers can afford and prefer to pay. EFT signature uses the strategy of
providing the good quality of artwork like creative videography and good
photography, they provide the best they can to their customer.
To those new businesses who want to enter this market today will be hard
mainly due to there is to the strong competition in this market unless they have
special item that market still yet to exist. Furthermore, the nature of their business
today is oligopoly monopoly, there is more than 1 and less than 100 shop exist in
this market . This kind of business provide standardize product and service where
those new businesses who wants to join this business , they need to have a big
amount of capital in order to enter and compete with the other oligopoly monopoly
.
In a nutshell, as a customer I would prefer to go Micasa Bridal Studio.
This business had been in this business line far longer than Eft signature. Based on
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10. that, the employees in Micasa Bridal Studio are more experienced, they know how
the system works, how to promote to customer and the duty as a wedding planner,
because of that the employee in Micasa will win over to those shop who have
employee which is lack of experience . Besides that Micasa Bridal Studio
decoration and the way they present their shop and themselves it show much more
promising than Eft Signature Studio .So the conclusion is Micasa Bridal Studio is
the best and the up most right choice for wedding couples.
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11. Comparative table of 2 businesses
Name of Business Micasa Bridal
Studio
Eft Signature Studio
Similarities 1)Both of the bridal studios have
their own theme to attract
customers.
2)Both of them promote their shop
through media.
3)Both companies are a
partnership company.
4)They have the same competitor
which is Enya Mareine.
5)The nature of both bridal studios
is oligopoly monopoly where
there is more than 1 but less
than 100 shops in this market.
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12. Differences Nature of
business
The shop uses
the concept of
nature and
British style
in their
business.
The shop focuses on
art work and
wedding package as
their strength
Price Their price
range is from
RM2000 to
RM7000
which is
considered
as middle
range
The shop offers
reasonable price of
package.
Services The shop has
well-
mannered
employees
Employees in the
shop is lack of
experience
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13. Parking The shop
provides
convenient
and sufficient
parking area.
The parking area is
inconvenient and has
limited parking lots.
Strategy Low pricing
to attract
customers
with low
budget
High quality wedding
gowns with
reasonable price as
strategy to compete
with their
competitors
Recommendation
Micasa Bridal Studio
This shop has a big amount of space but they had miss use it and didn’t
keep it in a good shape .They should have make a full use of it by
decorating it and keeping it in a good shape by planting some flower and
grass . Besides that, they should have more parking space, they only
provide 5 parking spot for their customer, customer prefer convenient
then having headache about the parking .Other than that, since they use
Facebook to promote their shop, they should put more information in
their page. Micasa Bridal House should add on their advertisement,
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14. because till now, they only use facebook to do their advertisement .
Eft Signature Studio
For this shop, they need to hire more experience employee or they need
to train their employee well before let them take on a wedding case
.They also need to move to places that have more space, their shop is
located at housings area which is small and the parking lot only can
contain 2 cars. Even though the price is reasonable for customers but the
value of package still have space for improvement.
APPENDICS
MICASA BRIDAL HOUSE
Contact Details
Address : No.4, Jalan SS2/75, 47300 Petaling Jaya, Selangor .
Contact Number : 03-78776031
Fax : 03-78776032
Email : micasa@tomwedding.com.my
Website : www.tomwedding.com.my
www.facebook.com/micasabridalhouse
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15. Photos
Internal design of the premise
External design of the premise
Awards
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30. 3. http://www.tomwedding.com.my
4. https://www.facebook.com/profile.php?
id=133486723345018&fref=ts
5. Bridal style: A guide to the city's best bridal shopping and
services.(Special Advertising Section)(Directory). (2003,
September 1). <i>Los Angeles Magazine</i>.
6. Wedding Supplies Direct: Offers vast selection, excellent
pricing: Gift retailers looking for a one-stop shop for their
bridal assortments need look no further than Wedding
Supplies Direct, whose broad selection ranges from wedding
cameras and cake servers, to ring pillows, guest books, and
everything in between. (A Special Section To Gifts &
Decorative Accessories). (2002, October 1). <i>Gifts &
Decorative Accessories</i>.
7. Wedding Planning Plus: Wedding Professionals Launch
Sidelines Businesses.(Interview). (2012, March 14). <i>Special
Events Magazine</i>.
8. Agins, T. (2007, April 1). Amsale the Business of Bridal.
<i>Ebony</i>.
9. Wright, B. (2003, February 1). Anything goes: Unique ideas
from wedding professionals. .(Directory)(Advertisement). Los
Angeles Magazine.
10. Get Married Magazine Introduces Real Weddings Issue.
(2011, October 20). <i>Entertainment Close-up</i>.
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