Comparative analysis-of-2-business-in-differen-geographical-locations-150122054419-conversion-gate02

SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
FOUNDATION IN NATURAL AND BUILT
ENVIRONMENT
MODULE: ENGLISH 2 [ELG 30605]
REPORT TITLE: A Comparative Analysis of 2 Businesses of Similar
Industry in Different Geographical Locations
Group Members: Alan Koo Ka Lok [0318757]
Beh Nianzi [0319445]
Lee Pui San [0319089]
Lum Si Chu [0319502]
Saw Hwei Ying [0318093]
Tan Kah Jun [0320119]
Toh Kean Hou [0319575]

Alan Koo Ka Lok [0318757] Beh Nianzi [0319445] Lee Pui San [0319089]
Lum Si Chu [0319502] Saw Hwei Ying [0318093] Tan Kah Jun [0320119]
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Table of Contents
No. Contents Pages
1. Artistic Cover
2. Cover Page
3. Table of Contents
4. Key Summary
5 Description of the History of the Business Involvement
6. Brief Description of the Business
6.1 Leng Hiang Restaurant
6.1.1 Brief Description of Leng Hiang Restaurant
6.2 The Oriental Food Restaurant
6.2.1 Brief Description of The Oriental Food Restaurant
7. Comparative Analysis of the Business’ Comparative Traits
7.1 Summary Table of Differences and Similarities
8. Recommendation
9. Bibliography
10. Appendices
11. Reference

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4. Key Summary
We are given an assignment which is to do comparison between both the
similar businesses. It is perquisite to pay a visit and interview the two similar
businesses. In a group of seven, we have chosen food industry, specifically Chinese
cuisine as our topic. So, what is Chinese cuisine? It is foods that are cooked according
to the Chinese’s culture and originates from the regions of china. The first business
that we have interviewed is The Oriental Food Restaurant which is located in Bandar
Menjalara, Kuala Lumpur. Meanwhile the second business that we have interviewed
is Leng Hiang Restaurant which is located in Kepong, Kuala Lumpur as well. Both
the businesses have lasted more than approximately 10 – 15 years. The two similar
restaurants attract different range of costumers. Inevitably, there is always a high
probability of encountering hardships and obstacles in the aspect of business. Hence,
both the similar businesses surely have faced barriers before and after they have
entered this market. In today’s generation, food industry can never be neglected
anymore. This is due to the youngsters and elderlies who prefer eating outside to
eating at home.

5
5. Descriptionof the History of Business andInvolvement
Two Chinese cuisines – The Oriental Food Restaurant and Leng Hiang
Restaurant, were interviewed. The followings are the history and other elements of
the restaurants. These elements include their origin, the duration of the business has
been going on and traits of survival to keep the business going on.
Chinese food has a long and glorious history on its origin. The perception of
the exploration of food, diet treatment, nutrition and health care, dishware design and
cuisine aesthetics, has been greatly affected by the Chinese cuisines in China. With
China being the third world largest country geographically, each provinces and cities
contain their own distinct style of cooking. In Northern China, wheat is the main
ingredient in most of its dishes. Noodles and dumplings (made out of wheat) are the
everyday dishes for the northern citizens. As for Southern China, rice is more
common than in Northern China. Rice noodles (known as Beehoon in Malaysia) and
Zongzi (leaf-wrapped glutinous rice) are most Southern people’s almost everyday
food. To enhance its dining experience, educated Chinese have created various dishes
with different names, aromas, flavors, and colours. Chinese dishes have also revolved
around the world for approximately four or five thousand years. Although there are
nearly countless Chinese cuisines around the world, the main dishes still maintain in
most pure Chinese cuisine – which is grains, mixed with vegetables, plus a little meat
content. These dishes come in many forms. It can be in fried rice, or people can also
order them individually for sharing purposes. Eventually, the Chinese food culture is
formed as most of the dishes are related to agriculture – grains, flours, etc. Unlike the
Japanese cuisine that contains cold dishes, for example Sashimi and cold noodles,
Chinese dishes are mostly cooked and served hot. This is also linked to the upper

6
level of culinary skills and Chinese food culture of the country. Therefore, the ages of
time Chinese people have implement the Chinese culture into Malaysia and come out
with the Chinese restaurant nowadays that we get to interview. Due to the support
from the local Chinese people in Malaysia and the needs from the local who starving
for Chinese dishes. The businesses of Chinese restaurant are growing successfully.
Most of the Chinese Restaurants realize that they can only survive the business in
certain areas which are mostly surrounded by Chinese people. Beside that, Chinese
food is also acceptable to certain Indians people as well.

7
6. Brief Descriptionof the Businesses
6.1.1 Brief Descriptionof Leng Hiang Restaurant
Liang Hiang Restaurant is located in Bandar Menjalara, Kuala Lumpur. Due
to certain reasons they still do not own any other branches. However, they are famous
in the Kepong district for their traditional way of cooking their food. They do not
have many employees due to the size of the restaurant. They have about 4 employees
such as waitress, chefs and cleaners. The restaurant serves local traditional Chinese
food. The restaurant does not attract any new costumers but they do have solid
costumers base. Leng Hiang Restaurant has an estimation of 50 – 100 customers per
day. They started this business in the year of 2003. The name of the founder is Cheah
Leng Hiang. The purpose of starting this business is mainly because the owner wants
to earn a living and support her family so that her children can have a better life.
However, she is passionate in the food making business and she tries to incorporate
her passion for food and her love for her family into the business.

8
Interview Questions
1) When was the business founded?
 Leng Hiang was founded since 2003
2) Who are the key founders?
 The key founder of Leng Hiang is Cheah Leng Hiang
3) What prompted the founders to start this business?
 Getting enough income to support her daily family expenses causes the
founder of Ling Hiang to start this business.
4) What are your main products?
 The main product of Leng Hiang is hometown Chinese dishes.
5) Who are your customers?
 Customers are mostly Chinese, very few Indians, and are mostly middle-aged.
6) What is the business’ annual revenue figure?
 This question is private and confidential and I reserve to answer your question
7) How many branch offices/stores do you have (if applicable)?
 None.

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8) Can you provide us a brief history of your business and its most recent
developments?
 I worked in a restaurant for more than 10 years before I started my own
business. We went through a hard time at the beginning as I started this
business from scratch and my 10-years-experience. We only survived with
only one hundred plus of daily revenue during the beginning.
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
 Actually we focus on our own business. As I know between two to three shops
there will have one restaurant. All of the, have their own business styles and
also their specialties. We run our restaurant in this city but the foods we sell
are categorized as countryside dishes and also more traditional so I think there
are no competitors for my business.
10) Is the business constantly facing strong competition from other competitors?
What strategies have they used to compete with you?
 Leng Hiang Restaurant does not have many potential competitors as the prices
of their food are cheaper than others and the quality of their food is satisfying.
Strategy to maintain the costumers are ensuring the freshness and quality if the
food as well as selling the food with reasonable prices.

10
11) How much capital is required to start this business? What, if any, specialized field
of knowledge do you need to run this business?
 The capital used was around RM 60,000. The knowledge needed is the skill
on how to communicate with customers. The longer the time we run this
restaurant the more knowledge we learnt about the communication between
people.
12) Generally, do you feel it is easy or hard to enter this market? Why?
 It is hard for every types of businesses to enter their markets. It depends on
how you manage your business. It is good to start food restaurant because this
business receives or earns cash money. Every customers need to pay cash in
our shop, so it is easier for the money turnover.
13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
 Have to depends on our service like treating our customers well and serve the
food fast and must maintain the quality then no matter how others compete
with you, you will still win. You must be confident with your food as long as
you think your food is delicious, fresh and must take a good care of those
things ( foods ) then when the customers come you must smile towards them
don’t be grumpy.

11
14) How often do you release a new product (this assumes the business sells
differentiated products)?
 We didn’t came up with new product often, but instead of that sometimes our
customers will teach us how to cook because our chef is from their hometown
so the foods is all family style and they didn’t have a chance explore other’s
kitchen or other type of foods and then we lack of workers we must do all the
things our self so all the foods is family style and simplified so when the
customers wanted to eat other style they will offer us to cook for them then if
we can do it then we will make for them if can’t then we will apologize to
them.
15) Are your pricing decisions strongly affected by your competitors?
 Nope. We are just a small restaurant our price is also very reasonable and
normal. The customers will also come back to our restaurant so I think it
should be okay with the price its reasonable. That’s how I feel..

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6.2 The Oriental FoodRestaurant
6.2.1 BriefDescriptionof The Oriental FoodRestaurant
First and foremost, The Oriental Food Restaurant (Zi Zoi Sek) is
located in Bandar Menjalara, Kuala Lumpur. They currently have two
branches located in Kuala Lumpur and one in SS2, Selangor. They have
many employees about 11 or more employees such as waitress, chefs,
ushers and cleaners. This Restaurant mainly serves Authentic Chinese
food and their target customers are to mainly the local Chinese families.
Ever since their customers per day is estimably about 150-200 people a
day with their running well business. They have started this business in
the year of 2000. The restaurant is working on it in order to make it
successfulday by day. The founder is Jaymen Tam. The motive of them
starting this business is that they could make authentic Chinese cuisines
more popular and well known to everyone. They are recently thinking of
ways to attract younger customers so that their restaurant can be more
famous.

13
Interview Questions
The Oriental Food Restaurant was founded since year 2000.
 The key founder of The Oriental Food Restaurant is Jaymen Tan.
 To make Chinese cuisine more popular in Malaysia is the causes the founder
of The Oriental Food Restaurant to start this business.
 The main product for The Oriental Food Restaurant is traditional Chinese
dishes.
 Mostly Chinese customers with higher income. Customers pays great attention
on food quality and do not mind the higher cost.
 Given the private and confidentiality, I’m sorry I prefer to not answer your
question.

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 I have 3 branches in 3 different places. Two are in Kepong but different area
and one is in SS2.
developments?
 My first restaurant started in 2000. I have been a chef for 26 years before I
started running my own business. The main dishes of my first restaurant were
desserts. Sooner or later, more dishes were added in the menu throughout the
years. Now, I am planning on operating a fusion restaurant that sells Hong
Kong and Japanese food.
 It is unavoidable to have competitors in every businesses. There are a lot of
competitors in our business, like price competitive, the shop design
competitors. Nevertheless, I will always be myself, focus on the target of our
restaurant which is always customers as our first priority. We will serve the
same quality of food based on the benefits we take from our customers. The
competitors are those who sell their foods, which are cheaper than our
restaurant. Also, those who design their restaurant more comfortable or high
class than our shop. The top 3 competitors are Hei Yut, Wong Kong, Gong
Seng all these three are categorized as Group Company.

15
 Yes. The strong competitors are the group restaurants. The strategies they used
are the attractive design of restaurant, the scene, and also branches.
 RM 160,000. There is much knowledge needed for this business. For example,
the knowledge needed to manage the kitchen, the management of workers and
knowing about all the ingredients used and also the stocks. On the other hand,
the knowledge needed for the management of service is also management of
workers, waiters, and the interpersonal skills.
 Of course It is hard to enter this market, but i make it as a challenge. Find an
easier way to work. Make it easy and face it so you will not give up half way
when there are problems ahead.
 Every business have competitors, we sure have lots of competitors most of
them will compete with us with their pricing or the their decorations but I have
my own aim of my business is to be myself cause my aim is to focus on what
benefits my customers which is we took their money we give back what they
deserve I will not be like they pay rm100 I will not give back rm80.

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 This is mainly about personal attitude, just like that day you went out to eat
then you came out with an idea then you will go back and start creating.
Actually our Chinese food we will always follows our tradition like those food
got mix with other traditions (fusion )those we will not be selling for long
mostly 2-3 months cause I feel like fusion foods is not convenient let’s take
dessert as an example such as mango sausage noodle they didn’t sell for long.
Mostly importantly you don’t run too off away from our tradition if not your
restaurant will not last long. We must stick with the youngsters and the old
people if you are off you can’t survive long.
 It all depends on customers, if the customers eat because of the price then it
will be affected but if the customers eat because of the quality then we will not
be affected and instead of being affected we will be benefited as well.

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7. Comparative Analysis of the Businesses’Comparative Traits
7.1 Number of Competitors in Respective Geographical Markets
Restaurant Leng Hiang has very little competitors in its area, Bandar
Menjalara, as it is the only restaurant that serves Chinese homemade dishes.
Since it has started in the year of 2003, Leng Hiang Restaurant has built a
solid customer base over these merely twelve operating years. It has also
gained popularity in Bandar Menjalara throughout these years as the owner
believes that the persistent and always-improving quality as well as reasonable
price offered will bring the customers back even if the customers have tired
the same type of restaurants.
Unlike Leng Hiang Restaurant, The Oriental Food Restaurant has
many competitors in its operating area as there are many Chinese restaurants
that serve basically the same dishes. Also, Bandar Menjalara’s (operating area
of The Oriental Food Restaurant) main restaurants are mostly Chinese.

18
7.2 Brief Biographies of Each Business’ Top 3 Competitors
The owner of Leng Hiang Restaurant assumes that there are little or no
competitors due to its unique dishes. The dishes stand out as being more
unique than the other restaurants’. This is because the chefs of Leng Hiang
Restaurant originate from rural area, hence bringing different background
flavours to these dishes.
In regards to The Oriental Food Restaurant the three main competitors
are the restaurant groups around Bandar Menjalara. These include Hei Yuet
Group, Wong Gong Group, and Gong Seng Group. These groups serve very
similar food with The Oriental Food Restaurant but in a more luxuriant
atmosphere. As The Oriental Food Restaurant is a private enterprise, the
company’s capital are far lower than the capital of those three groups. Hence,
making the dining atmosphere a little less classy compared to the three groups.
The restaurant groups are international companies. Therefore, explaining their
ease to withdraw capitals for further investment compared to The Oriental
Food Restaurant that runs as a local business.

19
7.3 How do the businesses compete with their competitors? What strategies
were/are employed and how successful are they?
The followings are comparisons on different aspects Restaurant Leng Hiang and The
Oriental Food Restaurant compete to survive in the food industry business.
Price offered is reasonable and
affordable to people who lives in its
operating area – Bandar Menjalara.
Price is cheaper with larger dish
portions compared to other restaurants
Price
Price of dishes is slightly higher due to
better dining atmosphere (optional to
dine in non-air-conditioned or air-
conditioned area) with high quality
dishes.
With ‘Kampung’ food being their
specialty, new dishes rarely appears on
the menu. However, the chef is able to
cook to customers’ requirements – with
customers having the ability to tell the
chef on cooking method to comply to
own preferences. The chefs employed
are ‘Teochew’ descendants, hence
explaining the ‘Teochew’ dishes in the
menu.
Variety of Food Different styles of dishes are offered
with Hong Kong desserts.

20
The owner of Restaurant Leng Hiang
pays high attention on the quality of
food to be persistent and always
improving. She believes that persistent
food quality will cause customers to
revisit. Fresh ingredients and the
portion of food is always assured by
the owner to always satisfy the
customers
Quality of Food
The owner always checks on the
freshness of the ingredients and the
flavor quality of the dishes to try to
convince customers that the quality of
the food is really worth the price
charged.
Although Restaurant Leng Hiang does
not employ a lot of waitress, the
serving manner is ensured to always be
polite. The owner ensures the fast
arrival of the customers’ dishes to
prevent them from waiting. Hot water
dispensers are provided at almost every
corner of the restaurant for customers’
easy access to refill their teas or drinks.
Quality of Serving
Many waitresses are employed to
prevent customers from waiting to be
served. Waitresses are well-trained and
understand the chef’s ability, hence
enabling customers to order certain
dishes that are not listed in the

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7.4 What are the obstacles faced by new business who wish to enter their
markets today? Are they easy or difficult to overcome? Why?
The main obstacle new businesses face is the number of already-
existing competitors. It is hard for new businesses to survive if businesses do
not possess unique selling points. The other challenge faced by newbies in the
market is the time it takes to establish good relationships with the customers to
ensure their regular visits. It is hard to attract customers to visit a new
restaurant as they doubt the quality and price of the new restaurants. Also,
customers are more comfortable going to restaurants they trust and are
comfortable with, therefore making it more difficult for new businesses to
gain popularity in the market
7.5 What is the nature of their markets and your justifications?
The nature of the market is monopolistically competitive as there are
many food businesses in the market with different kinds of food provided.
Each restaurant has their own unique menu with different range of services
provided.
7.6 Similarities and differences between 2 businesses
Leng Hiang Restaurant Similarities The Oriental Food Restaurant

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Chinese Target Customers Chinese
Middle-aged and above Age of target customers Middle-aged and above
From morning to night Operating Hour From morning to night
Emphasize the quality of the food Strategy to compete with
others
Emphasize the quality of food
Leng Hiang Restaurant Difference The Oriental Food Restaurant
This business was founded in 19th
July 2003.
Founder and founding
time
This restaurant is founded in 2000.
To earn more money to sustain
her family
Reason for starting this
business
The founder decided to start his own
business due to the dull routine of
working for others.
Only one Number of branch
available
Three branches are available. Two
brunches located in Kepong whereas
the other one located in SS2.
Very little of competitors exist
due to its unique dishes and
reasonable prices.
Competitors Quite a number of competitors, for
example: Hei Yuet Group.
Approximately
RM 60,000
Capital used to start this
business
Approximately
RM 160, 000

23
7.7 Business that are Commercially more Successful and Why
Based on consensus, the group agrees that The Oriental Food Restaurant is
more commercially successful than the Leng Hiang Restaurant due to its stronger
management skills. The Oriental Food Restaurant provides better services to the
customers due to the number of waitresses employed. The dining atmosphere is also
cleaner hence more comfortable than Restaurant Leng Hiang. The Oriental Food
Restaurant also provides customers with two options on where to dine – outdoor
with no air-conditioner and indoor with air-conditioner, to satisfy customers’
preferences.

24
8. Recommendation
Based on the comparative analysis of two businesses in different
geographical locations that we have interviewed. The Leng Hiang
Restaurant should improve their physical looks and service. As far as we
noticed that the painting in the restaurant has began to fall off. It does
affect the physical appearance of Leng Hiang Restaurant to look untidy
and unorganized. Besides that, they should provide service like helping
costumers to refill hot water to the Chinese’s tea portinstead of offering
self-service. Moreover, there are insufficient workers. Hence, we
recommend the restaurant to employ more employees to serve costumers
during peak hours. Furthermore, the shop signage is supposed to have a
new replacement since the existing signage is no longer readable and
visible. In addition, they should give out flyers to promote and capture
the attention of others in order to allow others to know their existence in
this area. Lastly, Leng Hiang Restaurant ought to have a printed menu to
convenient the costumers instead of pasting the dishes’ name on the wall.

25
According to the comparative analysis of the two businesses. The
Oriental Food Restaurant should advertise their business through social
media. For instance, create a Facebookpage to invite Facebookusers to
subscribeor like their page in order to promote their restaurant. Offering
discount to the first 100 followers. Besides that, Instagram is a place
where people will upload their breathtaking photographs. Therefore, The
Oriental Food Restaurant ought to register an account to postall of their
delicious food photos on instagram in order to attract people’s attention.
Furthermore, advertising their restaurant through radio so that the name
of the restaurant will be remember easily and soonto be a well-known
restaurant. In addition, The Oriental Food Restaurant should install
televisions due to the emptiness in the restaurant besides tables and
chairs. Setting up televisions are able to entertain the costumers while
they are waiting to be served or their food to come. Last but not least,
they should update their menu once in a month so that it can capture
customers’ interest to pay a visit again.

26
9. Bibliography

27
10. Appendices
1st Meeting
MINUTES OF THE MEETING
DATE: 1 January 2015
TIME: 1:00 pm – 2:30pm
VENUE: Classroom D4.08
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Alan Khoo Ka Lok Ms. Cassie Research
Beh Nianzi Ms. Cassie Research
Lee Pui San Ms. Cassie Research
Lum Si Chu Ms. Cassie Research
Saw Hwei Ying Ms. Cassie Reserch
NO. ACTIVITY ACTION TAKEN BY
1. Decide what kind of businesses should be interviewed All of us
2. Contact the owners Lum Si Chu

28
2nd Meeting
DATE: 6th January 2015
TIME: 2pm -4pm
VENUE: Kepong, Kuala Lumpur
NAMES OF GROUP MEMBERS TUTORIAL
GROUP
ROLE
Alan Khoo Ka Lok Ms. Cassie Note Taking
Beh Nianzi Ms. Cassie Camera Girl
Lee Pui San Ms. Cassie Note Taking
Lum Si Chu Ms. Cassie Interviewer
Saw Hwei Ying Ms. Cassie Photographer
Tan Kah Jun Ms. Cassie Note Taking
Toh Kean Hou Ms. Cassie Interviewer/Transport
1. Interviewing the business owner All of us

29
3rd
Meeting
TIME: 4:00pm – 6:00pm
VENUE: Kepong, Kuala Lumpur
GROUP
ROLE
Alan Khoo Ka Lok Ms. Cassie Note Taking
Beh Nianzi Ms. Cassie Camera Girl
Lee Pui San Ms. Cassie Note Taking
Lum Si Chu Ms. Cassie Interviewer
Saw Hwei Ying Ms. Cassie Photographer
Tan Kah Jun Ms. Cassie Note Taking
Toh Kean Hou Ms. Cassie Interviewer/Transport
1. Interviewing the business owner All of us

30
4th Meeting
TIME: 4:00pm – 6:00pm
VENUE: Classroom E4.14
GROUP
ROLE
Alan Khoo Ka Lok Ms. Cassie Report Writing
Beh Nianzi Ms. Cassie Report Writing
Lee Pui San Ms. Cassie Report Writing
Lum Si Chu Ms. Cassie Report Writing
Saw Hwei Ying Ms. Cassie Report Writing
Tan Kah Jun Ms. Cassie Report Writing
Toh Kean Hou Ms. Cassie Video Making
1. Report in progress All of us

31
5th Meeting
TIME: 11:30am – 8:00pm
VENUE: Library
GROUP
ROLE
Alan Khoo Ka Lok Ms. Cassie Report Writing
Beh Nianzi Ms. Cassie Report Writing
Lee Pui San Ms. Cassie Touching Up
Lum Si Chu Ms. Cassie Touching Up
Saw Hwei Ying Ms. Cassie Touching Up
Tan Kah Jun Ms. Cassie Report Writing
Toh Kean Hou Ms. Cassie Video Making
1. Finalize report writing and Compilation All of us

32
Survey Questionnaire
developments?

33

34
Leng Hiang Restaurant
Name: Cheah Leng Hiang
Age: 51
Jon Position: Owner
Contact Number:
Email Address:-
Founder of this restaurant: Cheah Leng Hiang
Location: Kepong. No. 4, Jalan 6/62A, Medan Putra Business Centre, Bandar
Menjalara, Kepong, Kuala Lumpur,52200.

35
The Oriental FoodRestaurant
Name: Jaymen Tam
Age: 43
Jon Position: Manager/Owner
Contact Number: 012-231 3559
Email Address: -
Founder of this restaurant: Jaymen Tam
Location: No. 45-G, Jalan 3/62A, Bandar Menjalara,Kepong, Kuala Lumpur. 52200.

36
11. References
1. Newman, J. (2004). Food culture in China (p. Xii). Westport, Conn.:
Greenwood Press.
2. Verderber, R. (1970). The challenge of effective speaking (pp. 101-104).
Belmont, Calif.: Wadsworth Pub.
3. Wu, D. (2002). Improvising chinese cuisine overseas. In The globalization of
Chinese food (pp. 56-57). Richmond, Surrey: Curzon.
4. Wu, D. (2001). Changing Chinese foodways in Asia (pp. 127-128). Hong
Kong: Chinese University Press.
5. Pride, W., & Hughes, R. (n.d.). Exploring the world of business and
economics 2. In Business (Eleventh ed., pp. 23-24). United State.
6. Gupta. (2007). Forms of Business Organizations. In Business Studies (6th ed.,
pp. 49-56). Tata McGraw-Hill Publishing Company Limited.
7. Case, K., & Fair, R. (1999). Monopolistic Competition and Oligopoly. In
Principles of economics (5th ed., pp. 281-282). Upper Saddle River, N.J.:
Prentice Hall.

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