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ENGL 0205 English 2 Page 1
CHARKWAYTEOW
ENGL 0205 English 2 Page 2
SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
THE DESIGN SCHOOL
FOUNDATION IN NATURAL BUILD ENVIRONMENT
ENGLISH 2 (ENGL0205)
Assignment: A Comparative Analysis of 2 Businesses of Similar
Industry in Different Geographical Locations
NAME: LIM CHERN YIE 0315688
CHUA WEI JIE 0316323
LEE KIM THIAM 0310710
MUHAMMAD HASIF BIN ALIAA 0316413
HAZIM BIN ABDUL AZIZ 0315773
REPORT TITLE: RESEARCH PROJECT FOR BUSINESS OF CHAR KWAY TEOW IN
PENANG AND KLANG VALLEY
LECTURER: MS. CASSANDRA WIJESURIA
SUBMISSION DATE: 5th
June 2014
ENGL 0205 English 2 Page 3
Table of Contents
Content Page
Summary 4
Origin 5
Description 6
Introduction of Ah Leng Char Kway Teow 7-8
Introduction of Aunty Gemuk Char Kway
Teow 9-10
Comparative Analysis 11-12
Strategy 13
Nature of the Market 14-15
Analysis 16
Summary Table 17-19
Recommendations 20-21
Appendix 22-27
Reference Lists 28
ENGL 0205 English 2 Page 4
Summary
Throughout this whole report, you will be going through numerous contents like the
descriptions, comparative analysis, recommendations, and so on. The first one is the
descriptions on the businesses’ we interviewed, where you find their personal business
information. After that, you’ll be going through the comparative analysis of the two businesses’
mentioned above where you find comparisons like the number of competitors in their area,
brief biographies etc. You’ll go through the recommendations section where you’ll find
recommendations to improve their businesses’ success based on our viewpoint. The last two
would be the bibliography, appendices, and of course, Legit references.
ENGL 0205 English 2 Page 5
Origin of Char Kuay Teow
Char Kuay Teow, or fried flat noodles, is prepared by stir-frying Chinese broad, flat
noodles in very high heat with both light or dark soya sauces and lard. Other side
ingredients may include fish cakes, Chinese sausages and the occasional use of garlic. If
cockles are added into a plate of Char Kuay Teow, it is called ‘see hum kway teow’ which
literally means ‘fried flat noodles with cockles’.
The dish was actually first sold by fishermen, farmers and cockle gatherers. They sell
Char Kway Teow to make extra income for their living. Originally, the recipe for the dish
only included garlic, soya sauce and lard. The dish’s high fat content was a cheap source
of energy which became very popular among laborers.
Today, Char Kway Teow has become one of Singapore and Malaysia’s most renowned
dishes. Its main ingredients has not changed over the years but instead, although rare,
mixed with other kinds of ingredients. Some of these ingredients include crab meat or
lobster meat. The cooking style also has not changed after all these years. Cooks still
stick with the cooking method of using woks for that wok-like taste.
ENGL 0205 English 2 Page 6
Description
Char Kway Teow is transliteration of the Chinese words 炒粿條, which basically
means stir-fried flat rice noodles. Char Kway Teow is basically flat rice noodle stir-fried
with shrimp, cockles, eggs, bean sprouts, chives, belacan and black soy sauce, and
sometimes Char Kway Teow also contain Chinese sausage and pork lard. However in
country with many Muslim citizen like Malaysia, there are version of Char Kway Teow
that excluded Chinese Sausage and pork lard, for example the Aunty Gemuk Char Kway
Teow that we interviewed.
The breath of wok , “Wok Hei” is one of the important part which make Char
Kway Teow so tasty. The “Wok Hei” is produced from stir-frying the noodles over very
high heat in a well-seasoned Chinese wok.
ENGL 0205 English 2 Page 7
Introduction of Ah Leng Char Kway Teow
The first business that we interview is the Ah Leng Char Kway Teow. It is one of the
most famous Char Kway Teow stalls to be found in Penang. It is located along Jalan Dato
Keramat, Georgetown. Ah Leng Char Kway Teow operates at a café named Kafe Khoon
Hiang. There are apparently 2 stalls at the café, which are Ah Leng’s, and an economy
rice stall. Other than that, they are operating at just from 8.30am until 2.30pm. For
customers who usually have lunch in the evening, they can go to the main branch, which
is located near Jalan Chor Sin Kheng, Air Itam as they’re operating hours are from 6pm
to 10pm.
As has been mentioned earlier, there is a main branch located near Air Itam, which is
currently taken over by the original founder, Teoh Koon Leong. The business has started
since the late 70s, which was approximately in 1978. Today, it has handed down to the
second generation being managed by the founder’s own son, Teoh Yung Hee. Teoh Yung
Hee is the owner of the sub branch where we visited. Teoh Yung Hee started to take
over at year of 2009 when he was 51 years old. Additionally, the business currently has a
total of two branches and is hiring 3 hardworking employees to help out in the decrease
of some burdens of the business. Then, Teoh Koon Leong was upholding his only
ENGL 0205 English 2 Page 8
product, which is Char Kway Teow for almost 40 years now, as it is only the main
product they are selling and does not think to develop any other products.
Prior to this, by the time the second branch was expanded, he was offering at Lorong
Kulit Penang, found adjacent to the Maybank Fragrant Coffee Shop, yet now he has
moved to Jalan Datuk Keramat due to the unwelcomed reviews. The place was also
perceived as an unlucky place of earning money by relating to the Chinese traditional
philosophical arrangement of fitting the human presence with the nature's domain, well
known as Feng Shui.
Next, when we asked the owner, Teoh Yung Hee about the motivation from his father
by starting this kind of business at that time. Then he kindly explained to us that his
father started learning the way to cook a fried Char Kway Teow based on his own
personal interest and hobby. After some time, they’re family begins to face various
kinds of financial crisis. Thus, Teoh Koon Leong decided to start the business by the only
knowledge and capabilities of earning money that he applied. He first borrowed some
money from his siblings and friends knew well because at that part of time, he can’t
even afford to start the business. After he managed to save enough money, he started
the business without any hesitation, as he was the only breadwinner around his family.
Although he did not get the flying color of results at the beginning, he tends to really
work hard by not giving up easily. At last, he managed to earn as much income as he can
then he paid all his debts to the ones he borrowed money from during his hardship. He
also brought his family to the harmony and peace status. Since then the business is
carrying on until now and being handed down to the second generation.
As the second generation’s owner, Teoh Koon Leong had mentioned he would
continue the business until the time he retires and definitely spread on to his young
ones as he stated this is a family business and it must be carried on by their own family.
ENGL 0205 English 2 Page 9
Introduction of Aunty Gemuk Char Kway Teow
The second stall we interviewed was a local Char Kway Teow stall located somewhere
near Klang Valley. The me of the stall is Penang Fried Kway Teow, however, the people
there preferred to call it the “Aunty Gemuk’s Char Kway Teow”. The reason we describe
it that way was because the one who cooked the char kway teow, Ewe Sow Choo is a fat
auntie. She wasn’t mad but instead, she was happy that her dishes did not take all the
credits. The stall received a lot of great feedbacks from the Internet.
The stall shared its location with Restoran Jamal Mohamed, a mamak restaurant.
Unlike any mamak themes, the restaurant consists of many individual stalls such as Nasi
Lemak Kukus and Yong Tau Foo. It is located near SS 5A, Kelana Jaya. The restaurant is
surrounded by a housing area and exactly beside the Football Association Malaysia(FAM)
building. Furthermore, the place is very near to the busy highway, Damansara-Puchong
Expressway(LDP). And if people take a left junction to SS 5A from LDP, the restaurant
can be easily located about 100m away.
Unlike the typical chinese char kway teow which have pork and lards in it, the Auntie
Gemuk’s char kway teow is halal. This way, the stall managed to attract every races and
ENGL 0205 English 2 Page 10
religions in Malaysia to enjoy their delicious char kway teow. The pricings are RM5.00
for small portion and RM5.50 for big portion per plate. Their char kway teow is a bit
spicy than the normal one. The number and size of their prawns are little and small
respectively. Even so, upon serving, the texture and presentation of the char kway teow
on the plate looks very amazing it looks.
The stall size was just the right size despite having small spaces, as it is only a shared
space in the restaurant. They do not have any other branch, which makes it quite nice to
attain such delicacy. With only 2 employees including the cooker, they are able to
sustain about more than 150 customers per day. Not to mention that the stall only
opened from 10am to 6pm everyday. The stall maintained in such ways for quite a long
time without any new development or needs to expand their branch.
The business was established since 1982, which means that the business has already
exist for more than 32 years. The founder, Ewe Shiau Wei, was the father to current
founder, Ewe Kong Chooi. He started the business because of his personal interest in
char kuay teow. Ewe Kong Chooi later inherited the business after her father runs it for
10 years. The interesting part was, she is not the cooker. She insisted to be the waiter
instead and asked her sister, the fat auntie to be the cooker.
Lastly, the Auntie Gemuk Char Kway Teow is very lucky because they dealt with fewer
risks and hardly need plans for any strategies, as there are very few competitors. The
other char kway teow stalls located miles away and are not as popular as the Auntie
Gemuk’s. The only competitors they have in the restaurant are stalls they share their
business location with. However, the owner did not desire to compete with the other
stalls and already considered them as part of the restaurant.
ENGL 0205 English 2 Page 11
Comparative Analysis of Ah Leng Char Kway Teow
and Aunty Gemuk Char Kway Teow Competitive
Traits
As a Malaysian, we all know that Penang food was truly Pearl of the Orient, and that was
the reason numerous Malaysians barely strike an eyelash at the prospect of making the
trek up to Penang to get those mouth-watering meals. There are a lot of amazing nice
local street foods at Penang and Char Kway Teow is one of the most well-known foods
there. This is the reason why the owner of Ah Leng Char Kway Teow, Teoh Yung Hee
stated that it is hard to compete with others as there are much more famous and
customer-based stall than them. Additionally, he mentioned that there has currently
total of around 47 stalls that are operating in Penang. Although there has many stalls,
Teoh Yung Hee is still can find out who are their competitors that stand as their top
three. Lorong Selamat Char Kway Teow was the first he mentioned. He said Lorong
Selamat has much more customer-based than them and the annual profits are leading
them. Then, the next competitor is Sister’s Char Kway Teow. It is located at Jalan
Macalister. It's named so on the grounds that the Char Kway Teow stall is worked by a
couple of sisters. The Lam's sisters had fried Kway Teow for around 50 years precisely at
this venue. Some tour guides even introduce to the tourists that it is the best Char Kway
Teow in Penang. The third competitor then is Siam Road Char Kway Teow. Obviously, it
is located at Siam Road or we called Jalan Siam. However, Teoh Yung Hee mentioned
that Siam Road has a very heavy weakness which they tend to let their customers wait
for so long for only just a plate of Char Kway Teow but other than that, the food is nice.
On the flip side, there is much easier to operate nicely for Aunty Gemuk Char Kway
Teow as there are not that much competitors around at Petaling Jaya. There are only 28
stalls total at Petaling Jaya and they are separated through different area as we all
knows that Petaling Jaya is a huge big city. Although there are a few of Char Kway Teow
stalls at Petaling Jaya, still they are not as tasty as we find around Penang because it is
ENGL 0205 English 2 Page 12
not cooked by local but mostly foreigners. The curious parts, when we asked the owner
of Aunty Gemuk, we were surprised of what she told us. We thought was any Char Kway
Teow stalls around that area at first, but she told us that her actual competitors are the
stalls that are recently located inside the Restoran Jamal Mohamed as those are the
sub-stalls under the restaurant. The first and foremost of the competitor definitely is the
main branch of the restaurant which is the Mamak Stall. The stall is selling many
products such as Indian traditional foods like Roti Canai, Nasi Kandar, Maggi Goreng and
so on. Then, the next competitor is the stall that is selling Nasi Lemak Kukus. The
steamed coconut rice was fragrant and came in soft seperate grains. Determinations of
things are accessible as accompaniments to your fundamental nasi lemak - chicken
rendang, sambal kerang and sambal sotong. This is obviously most open-armed by our
Malay compatriots. The third competitor is the Curry Mee stall. This is because even the
owner herself praised the level of tastiness of the Curry Mee as she personally loves it
very much. She described the food for us like the curry taste was thick and fragrance of
the lime gave additional tartness. However, even though they are competing with each
others. The owner still told us that they are actually good in a kind of friendship and are
fighting with a fair level.
ENGL 0205 English 2 Page 13
Strategy
People often use different kind of strategies in their business against their competitors. When
we asked or interviewed both stalls regarding strategies that they so far had been using, they
both claimed that there was no strategy. We cannot let this question remain unanswered, thus
we decided to interview the people there instead and do some research and observation.
Lets first look at the difficulties of competition, specifically about their stall locations. Unlike
Auntie Gemuk CKT, Ah Leng CKT dealt with more and harder competition due to its stall located
at the product’s origin place, Pulau Pinang. As for Auntie Gemuk’s they chose to start the
business in a place that their product is not commonly found in Klang Valley. In the end, one
stall which have more competitions should have work harder in advertising their product,
however the shared the same strategy which is PUBLICITY.
Just like any other food stalls, if you are able to cook something delicious and worth trying,
your stall will be as popular as an artist. People will start to spread the news to friend, family
and write their opinions in the social medias like Blogspot and FourSquare. With nowadays
technology, one info can be easily being spread to thousand of peoples in just a second. To add
it up, with excellent service and friendly workers, it should be an additional support to be
written in their contents about the foods. People tend to be captured by the worker’s beautiful
services.
In term of packaging and promotion, it’ll be unnecessarily because as people who prefer CKT
to be eaten on a plate and eat it with chopsticks. Both stalls can be concluded to be careless
about their packaging and promotion processes. They simply charge their buyers with RM5 or
higher for a plate of CKY. Their customers explained that it was a fair price because nowadays
market fluctuation. As for Auntie Gemuk’s, their customers have no problem with the price as
their CKT is very mouth-watering.
As a conclusion, both stalls decided to not make a fight and use any kind of strategies with
their competitors and only use when their business suddenly go bankrupt.
ENGL 0205 English 2 Page 14
Nature of the Market
In our opinion, the nature of their market is oligopoly. The word oligopoly is defined
from two different Greek words which are Oligoi with Polein, which means Few Seller.
Therefore, it is described as a situation in which a specific business is controlled by
gathering of firms. Other than that, an oligopoly is a business structure in which a couple
of firms command. At the point when a business sector is imparted between couples of
firms, it is said to be much focused. Although just a couple of firms overwhelm, it is
conceivable that a lot of people little firms might additionally work in the business.
The reason we say so because that the business of Char Kway Teow in Malaysia is one
of the conquering market in our country. Although it was originated from Chinese, it is a
well-known food for this country that is surrounded by multicultural races until today.
Thus, there are many Char Kway Teow stalls operating recently but all their ingredients
and ways of frying it are almost the same. Then, their range of pricing their food is
almost the same as well as an inch of miles away. However, since there are Char Kway
Teows all around the country so that is the reason of their earnings will be lower than
those monopoly markets because there are many similar businesses on the market.
Additionally, if one stall is more creativity by creating new outlook of the product then it
will gain more customers because the other stalls are still following the old ways then
they could not attract more customers to stay with them. Therefore, business that is
under oligopoly must always figure it out about new strategies to compete with others.
Technique is greatly crucial to firms that are related. Since firms cannot act freely, they
must expect the logical reaction of an enemy to any given change in their price, or their
non-value pricing. As it were, they have to arrange, and work out an extent of
conceivable choices focused around how they think adversaries may respond. For
example, the business thinks whether to raise, low or keep constant of its prices of their
products.
ENGL 0205 English 2 Page 15
In other words, definitely is hard for those new businesses who wish to enter the
market for example like market of Char Kway Teow. This is because that is a term that
called “barrier to entry” that we have learnt from subject of Economics. A barrier is an
obstacle that prevents other new firms from entering the market. At first, there is a
term called Economies of Scale which means that a firm’s ability to produce its goods at
gradually lower costs over the long run. It occurs due to improvement in production
technology and cheaper raw materials. As a result, firms with Economies of Scale can
produce goods at cheaper costs and, in turn, sell them at a lower price but new firms
cannot compete at the same low price because it requires some time to happen. Then,
firms can also prevent new competition by adopting strategic moves as they will
advertise more and lower their product’s price to discourage customers from going to
new stalls. At last, the very important part is that old market has already had their old-
based customers so it is very hard to pursue their customers by going to the new
business stalls to have a plate of Char Kway Teow. As summary, it is very hard for any
new business to enter this historic market unless they can figure it out some creative
things so they can attract the people’s attention then have a visitation to their stall.
ENGL 0205 English 2 Page 16
Analysis
On a summarization, we have analyzed out that the stall of Aunty Gemuk’s Char Kway
Teow will be the more commercially good compares to the Ah Leng’s Char Kway Teow.
The first reason is because Aunty Gemuk was located at the area of Klang Valley and
here is the most hustle and bustle city in Malaysia. Thus, there will be more customers
are willing to visit them and their average customers in a day will be supplementary.
Secondly, there is a turning point why we think that Aunty Gemuk will be better because
we had noticed that there was a sticker from company of TripAdvior that stacked on the
stall. It is a travel site giving registry data and surveys of travel-related substance. It
additionally incorporates intuitive travel gatherings. Thus, this is a very extra bonus for
our conclusion of choosing between them. Last but not least, customers will remember
the body size of the fryer aunt as her body is big. We mention this is not an offense to
her as we respect and love her very much because she is very lovely and friendly to us.
We are saying this is just mentioning that this will be a kindly reminder for those visitors
by remembering the tantalizing Char Kway Teow that all of us had eaten.
However, both of them are very popular in their responsibly state instead. We had also
had hard to make our choice among them but at last after some evaluations, we had
finally chosen Aunty Gemuk.
ENGL 0205 English 2 Page 17
Summary Table
Ah Leng Char Kway Teow Aunty Gemuk Char Kway Teow
Business Founded 1978 1982
Key Founder Teoh Koon Leong Ewe Kong Chooi
Current Owner Teoh Yung Hee Ewe Shiau Wei
Reason to Take Over Family Business. Father and
Son relatioship
Family Business. Father and
Business History and
Recent Development
Started at Air Itam then
expanded to Jalan Dato
Keramat
Same as usual
Main Products Char Kway Teow Char Kway Teow
ENGL 0205 English 2 Page 18
Business’s Duration 36 years 32 years
Customers Customers from Penang,
most probably around area
of Jalan Dato Keramat
Customers that are living nearby
SS5 and area of Petaling Jaya
Business Annual
Revenue Figure
Around RM255,500 Around 246,375
Branch Two branches- Air Itam and
Jalan Dato Keramat
No branch
Number of Employees 3 employees 2 employees
Top 3 Competitors Lorong Selamat
Sister’s
Siam Road
Mamak Stall
Nasi Lemak Kukus
Curry Mee
Strategies to Compete
with Competitors
No Strategies No Strategies
ENGL 0205 English 2 Page 19
Capital to Start
Business
Not Required Not Clear, from father
The Biggest Issue to
Run the Business
No problems Maintaining standard and
customers base
Strategies to Advertise Publicity TripAdvisor
Business’s Location Lower Rental Prices Suggested by Friends
Seek for Advices Advices from
Father(Founder)’s Friends
No advices
Business Future Plan No plan No plan
ENGL 0205 English 2 Page 20
Recommendations
Both Aunty Gemuk and Ah Leng Char Kway Teow stalls have very good attributes as
businesses. Both are able to attract customers easily but in this case, we would have to
recommend Aunty Gemuk’s Char Kway Teow stall.
The first reason why we would recommend this stall is mainly because of the Char Kway
Teows being Halal. This allows the Malay race to enjoy the Penang delight. Aunty Gemuk tops
most of the Char Kway Teow stalls because unlike most stalls, this stall is one of the very few
that actually serves Halal Char Kway Teow.
The next reason why I would recommend Aunty Gemuk Char Kway Teow stall over Ah Leng
Char Kway Teow stall is because of the stall’s serving size. For Aunty Gemuk, the size they serve
is surprisingly decent for a small plate. Although expensive for a five ringgit platter of small Char
Kway Teow, add another fifty cents and you will be served with a much bigger serving. The price
you pay for the big plate is very much worth it. Ah Leng Char Kway Teow only serves very little
for a small plate for seven ringgit and somewhat smaller for the bigger plate that costs eleven
ringgit. Ah Leng Char Kway Teow stall might have gotten their pricing for the serving sizes wrong,
but on the minor plus side, they serve very big and juicy prawns.
Both stalls showed very skilled cooking skills, but even so, Aunty Gemuk was able to serve her
Char Kway Teows much faster despite the number of orders she gets every minute. Ah Leng’s
owner was able to serve at a decent speed but he could never have reached Aunty Gemuk’s
owner’s level of speed. Not to mention that the owner of Aunty Gemuk stall even had her
chance to take her cigarette breaks in between, which would be evident enough that she was
able to cope with her orders very easily.
Aunty Gemuk might have conquered almost all aspects of what every good business might
have, but for every good side, there will always be a bad side and that bad side would be Aunty
Gemuk’s food quality. Sure enough, the owner cooks up a good plate of Char Kway Teow with
the only downside of her servings being soaked in too much oil. Aunty Gemuk’s Char Kway
Teows were oily almost all the time, which is a health threat to those who are both healthy or
ENGL 0205 English 2 Page 21
not. Ah Leng’s Char Kway Teows were able to refrain themselves from jumping into the pool of
oil putting customers at a lesser risk of a heart attack.
In conclusion, we would definitely recommend Aunty Gemuk’s Char Kway Teows. The stall is
able to meet the customers’ expectations every time without fail. Ah Leng’s stall could have
taken our recommendations, but the overpriced servings is definitely not an option that most
customers would consider. If Aunty Gemuk’s stall would have to change anything, they could
definitely try to reduce their level of oil usage just to cook a plate of Char Kway Teow.
ENGL 0205 English 2 Page 22
Appendix
Interview Questions
Ah Leng’s Char Kway Teow
1) When was the business founded?
1978
2) Who are the key founders?
Teoh Koon Leong
3) What prompted the founders to start this business?
Helped to decrease burden of family.
4) What are your main products?
Char Kway Teow
5) Who are your customers?
Mostly the residents who are living nearby Jalan Dato Keramat
6) What is the business’ annual revenue figure?
Around RM255,500
7) How many branch offices/stores do you have (if applicable)?
2 branches
8) Can you provide us a brief history of your business and its most recent
developments?
Started at Air Itam and then was expanded to here
ENGL 0205 English 2 Page 23
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
There are many competitors because Char Koay Teow is a well-known food at
Penang. If have to choose, I will choose Lorong Selamat, Sister’s and Siam Road.
10) Is the business constantly facing strong competition from other competitors? What
strategies have they used to compete with you?
No strategies, just to maintain our food standard
11) How much capital is required to start this business? What, if any, specialized field of
knowledge do you need to run this business?
Not required. Basic knowledge of frying Char Kway Teow
12) Generally, do you feel it is easy or hard to enter this market? Why?
Not that hard actually
13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
No strategies.
14) How often do you release a new product (this assumes the business sells
differentiated products)?
No other products.
15) Are your pricing decisions strongly affected by your competitors?
Definitely, we noticed that less customers after we have increased our product’s
price.
Aunty Gemuk’s Char Kway Teow
1) When was the business founded?
1982
2) Who are the key founders?
Ewe Kong Chooi
ENGL 0205 English 2 Page 24
3) What prompted the founders to start this business?
Personal Interested
4) What are your main products?
Char Kway Teow
5) Who are your customers?
People who is living nearby SS5 and Petaling Jaya.
6) What is the business’ annual revenue figure?
Around RM246,375
7) How many branch offices/stores do you have (if applicable)?
No branch
8) Can you provide us a brief history of your business and its most recent
developments?
Same as usual, no changes.
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
Around 30 competitors in Klang Valley. The top 3 competitors will be the one who
share the restaurant which are the Mamak Stall, Nasi Lemak Kukus and Curry Mee.
10) Is the business constantly facing strong competition from other competitors? What
strategies have they used to compete with you?
No strategies, just be what we be.
11) How much capital is required to start this business? What, if any, specialized field of
knowledge do you need to run this business?
I am not that clear about it, my dad do not provide this information to me.
ENGL 0205 English 2 Page 25
12) Generally, do you feel it is easy or hard to enter this market? Why?
At first, it definitely will be hard but it will become easier as our foundation had been built.
13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
We do not use that obvious strategies. We just to make sure our food is nice and
maintaining the standard.
14) How often do you release a new product (this assumes the business sells
differentiated products)?
No new products.
15) Are your pricing decisions strongly affected by your competitors?
We do not experience that before because I think this price is the standard price.
ENGL 0205 English 2 Page 26
MINUTES OF THE MEETING
Minutes 1
DATE: 6th
of May, 2014
TIME: 11.30 a.m
VENUE: Library lv5, Taylor’s University Lakeside
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Lim Chern Yie Thursday, 10 am Chairman
Muhammad Hasif bin Alias Thursday, 10 am Note Taker
Lee Kim Thiam Monday, 11am Attendees
Hazim bin Abdul Aziz Thursday, 10 am Attendees
Chua Wei Jie Thursday, 10 am Attendees
NO. ACTIVITY ACTION TAKEN BY
1. Decide business industry. All, decided to do food industry, char kway teow.
2. Divide works and roles. All, the following is the task allocated :
1)Lim Chern Yie will be the interviewer.
2)Chua Wei Jie will handle video record.
3)Lee Kim Thiam will handle audio record.
4)Hasif will handle the assignment details.
5)Hazim in charge of photography.
3. Decide interview questions. All, prepared and verified by Miss Lojana via email.
ENGL 0205 English 2 Page 27
Minutes 2
DATE: 12th
of May, 2014
TIME: 11.00 a.m
VENUE: Block C lv2, Taylor’s University Lakeside
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Lim Chern Yie Thursday, 10 am Chairman
Muhammad Hasif bin Alias Thursday, 10 am Note Taker
Lee Kim Thiam Monday, 11 am Attendees
Hazim bin Abdul Aziz Thursday, 10 am Attendees
Chua Wei Jie Thursday, 10 am Attendees
NO. ACTIVITY ACTION TAKEN BY
1. Listing char kway teow stalls. All
2. Make an appointment. Lim Chern Yie, Chua Wei Jie, Lee Kim Thiam
3. Recap assignment requirements Muhammad Hasif
ENGL 0205 English 2 Page 28
Reference Lists
Author Unknown. (2008). History of Char Kway Teow, Retrievd on 30th May, 2014 from
http://www.keropokman.com/2008/08/history-of-char-kuey-teow-national.html
Author Unknown. (2011). Defining and measuring oligopoly, Retrieved on 2nd June, 2014
from http://www.economicsonline.co.uk/Business_economics/Oligopoly.html
Author Unknown. (2014). Oligopoly, Retrieved on 2nd June, 2014 from
http://www.investopedia.com/terms/o/oligopoly.asp
Danhi, R. (2003). Asia's many identities: an understanding of the region's geography,
history, heritage, and agriculture is vital to creating authentic Asian food, 210(2), 113.
George, M. L. (2009). History of char kway teow, Singapore, N.U.S. Press Pte. Ltd.
Jarod, L. (February 25, 2014). Penang Cultures, The Stars Newspaper, pp. A12.
Leong, Y. S. (2009). The best of Singapore cooking, Singapore, Asiapac Pte. Ltd.
Leslie, T. (2010). The end of char kway teow and other hawker mysteries, Singapore,
Epigram Books.
Tan, K. Y. (2012). KY Eats-Ah Leng Char Kuih Teow, Dato Keramat, Retrieved on 24th May,
2014 from http://kyspeaks.com/2013/04/12/ky-eats-ah-leng-char-kuih-teow-dato-
keramat/
Wong, P. L. (2013). Best penang food, Retrieved on 24th May, 2014 from
http://www.bestpenangfood.com/2013/11/05/siam-road-char-koay-teow-review/

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Enggg reporttt (95%%)

  • 1. ENGL 0205 English 2 Page 1 CHARKWAYTEOW
  • 2. ENGL 0205 English 2 Page 2 SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN THE DESIGN SCHOOL FOUNDATION IN NATURAL BUILD ENVIRONMENT ENGLISH 2 (ENGL0205) Assignment: A Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical Locations NAME: LIM CHERN YIE 0315688 CHUA WEI JIE 0316323 LEE KIM THIAM 0310710 MUHAMMAD HASIF BIN ALIAA 0316413 HAZIM BIN ABDUL AZIZ 0315773 REPORT TITLE: RESEARCH PROJECT FOR BUSINESS OF CHAR KWAY TEOW IN PENANG AND KLANG VALLEY LECTURER: MS. CASSANDRA WIJESURIA SUBMISSION DATE: 5th June 2014
  • 3. ENGL 0205 English 2 Page 3 Table of Contents Content Page Summary 4 Origin 5 Description 6 Introduction of Ah Leng Char Kway Teow 7-8 Introduction of Aunty Gemuk Char Kway Teow 9-10 Comparative Analysis 11-12 Strategy 13 Nature of the Market 14-15 Analysis 16 Summary Table 17-19 Recommendations 20-21 Appendix 22-27 Reference Lists 28
  • 4. ENGL 0205 English 2 Page 4 Summary Throughout this whole report, you will be going through numerous contents like the descriptions, comparative analysis, recommendations, and so on. The first one is the descriptions on the businesses’ we interviewed, where you find their personal business information. After that, you’ll be going through the comparative analysis of the two businesses’ mentioned above where you find comparisons like the number of competitors in their area, brief biographies etc. You’ll go through the recommendations section where you’ll find recommendations to improve their businesses’ success based on our viewpoint. The last two would be the bibliography, appendices, and of course, Legit references.
  • 5. ENGL 0205 English 2 Page 5 Origin of Char Kuay Teow Char Kuay Teow, or fried flat noodles, is prepared by stir-frying Chinese broad, flat noodles in very high heat with both light or dark soya sauces and lard. Other side ingredients may include fish cakes, Chinese sausages and the occasional use of garlic. If cockles are added into a plate of Char Kuay Teow, it is called ‘see hum kway teow’ which literally means ‘fried flat noodles with cockles’. The dish was actually first sold by fishermen, farmers and cockle gatherers. They sell Char Kway Teow to make extra income for their living. Originally, the recipe for the dish only included garlic, soya sauce and lard. The dish’s high fat content was a cheap source of energy which became very popular among laborers. Today, Char Kway Teow has become one of Singapore and Malaysia’s most renowned dishes. Its main ingredients has not changed over the years but instead, although rare, mixed with other kinds of ingredients. Some of these ingredients include crab meat or lobster meat. The cooking style also has not changed after all these years. Cooks still stick with the cooking method of using woks for that wok-like taste.
  • 6. ENGL 0205 English 2 Page 6 Description Char Kway Teow is transliteration of the Chinese words 炒粿條, which basically means stir-fried flat rice noodles. Char Kway Teow is basically flat rice noodle stir-fried with shrimp, cockles, eggs, bean sprouts, chives, belacan and black soy sauce, and sometimes Char Kway Teow also contain Chinese sausage and pork lard. However in country with many Muslim citizen like Malaysia, there are version of Char Kway Teow that excluded Chinese Sausage and pork lard, for example the Aunty Gemuk Char Kway Teow that we interviewed. The breath of wok , “Wok Hei” is one of the important part which make Char Kway Teow so tasty. The “Wok Hei” is produced from stir-frying the noodles over very high heat in a well-seasoned Chinese wok.
  • 7. ENGL 0205 English 2 Page 7 Introduction of Ah Leng Char Kway Teow The first business that we interview is the Ah Leng Char Kway Teow. It is one of the most famous Char Kway Teow stalls to be found in Penang. It is located along Jalan Dato Keramat, Georgetown. Ah Leng Char Kway Teow operates at a café named Kafe Khoon Hiang. There are apparently 2 stalls at the café, which are Ah Leng’s, and an economy rice stall. Other than that, they are operating at just from 8.30am until 2.30pm. For customers who usually have lunch in the evening, they can go to the main branch, which is located near Jalan Chor Sin Kheng, Air Itam as they’re operating hours are from 6pm to 10pm. As has been mentioned earlier, there is a main branch located near Air Itam, which is currently taken over by the original founder, Teoh Koon Leong. The business has started since the late 70s, which was approximately in 1978. Today, it has handed down to the second generation being managed by the founder’s own son, Teoh Yung Hee. Teoh Yung Hee is the owner of the sub branch where we visited. Teoh Yung Hee started to take over at year of 2009 when he was 51 years old. Additionally, the business currently has a total of two branches and is hiring 3 hardworking employees to help out in the decrease of some burdens of the business. Then, Teoh Koon Leong was upholding his only
  • 8. ENGL 0205 English 2 Page 8 product, which is Char Kway Teow for almost 40 years now, as it is only the main product they are selling and does not think to develop any other products. Prior to this, by the time the second branch was expanded, he was offering at Lorong Kulit Penang, found adjacent to the Maybank Fragrant Coffee Shop, yet now he has moved to Jalan Datuk Keramat due to the unwelcomed reviews. The place was also perceived as an unlucky place of earning money by relating to the Chinese traditional philosophical arrangement of fitting the human presence with the nature's domain, well known as Feng Shui. Next, when we asked the owner, Teoh Yung Hee about the motivation from his father by starting this kind of business at that time. Then he kindly explained to us that his father started learning the way to cook a fried Char Kway Teow based on his own personal interest and hobby. After some time, they’re family begins to face various kinds of financial crisis. Thus, Teoh Koon Leong decided to start the business by the only knowledge and capabilities of earning money that he applied. He first borrowed some money from his siblings and friends knew well because at that part of time, he can’t even afford to start the business. After he managed to save enough money, he started the business without any hesitation, as he was the only breadwinner around his family. Although he did not get the flying color of results at the beginning, he tends to really work hard by not giving up easily. At last, he managed to earn as much income as he can then he paid all his debts to the ones he borrowed money from during his hardship. He also brought his family to the harmony and peace status. Since then the business is carrying on until now and being handed down to the second generation. As the second generation’s owner, Teoh Koon Leong had mentioned he would continue the business until the time he retires and definitely spread on to his young ones as he stated this is a family business and it must be carried on by their own family.
  • 9. ENGL 0205 English 2 Page 9 Introduction of Aunty Gemuk Char Kway Teow The second stall we interviewed was a local Char Kway Teow stall located somewhere near Klang Valley. The me of the stall is Penang Fried Kway Teow, however, the people there preferred to call it the “Aunty Gemuk’s Char Kway Teow”. The reason we describe it that way was because the one who cooked the char kway teow, Ewe Sow Choo is a fat auntie. She wasn’t mad but instead, she was happy that her dishes did not take all the credits. The stall received a lot of great feedbacks from the Internet. The stall shared its location with Restoran Jamal Mohamed, a mamak restaurant. Unlike any mamak themes, the restaurant consists of many individual stalls such as Nasi Lemak Kukus and Yong Tau Foo. It is located near SS 5A, Kelana Jaya. The restaurant is surrounded by a housing area and exactly beside the Football Association Malaysia(FAM) building. Furthermore, the place is very near to the busy highway, Damansara-Puchong Expressway(LDP). And if people take a left junction to SS 5A from LDP, the restaurant can be easily located about 100m away. Unlike the typical chinese char kway teow which have pork and lards in it, the Auntie Gemuk’s char kway teow is halal. This way, the stall managed to attract every races and
  • 10. ENGL 0205 English 2 Page 10 religions in Malaysia to enjoy their delicious char kway teow. The pricings are RM5.00 for small portion and RM5.50 for big portion per plate. Their char kway teow is a bit spicy than the normal one. The number and size of their prawns are little and small respectively. Even so, upon serving, the texture and presentation of the char kway teow on the plate looks very amazing it looks. The stall size was just the right size despite having small spaces, as it is only a shared space in the restaurant. They do not have any other branch, which makes it quite nice to attain such delicacy. With only 2 employees including the cooker, they are able to sustain about more than 150 customers per day. Not to mention that the stall only opened from 10am to 6pm everyday. The stall maintained in such ways for quite a long time without any new development or needs to expand their branch. The business was established since 1982, which means that the business has already exist for more than 32 years. The founder, Ewe Shiau Wei, was the father to current founder, Ewe Kong Chooi. He started the business because of his personal interest in char kuay teow. Ewe Kong Chooi later inherited the business after her father runs it for 10 years. The interesting part was, she is not the cooker. She insisted to be the waiter instead and asked her sister, the fat auntie to be the cooker. Lastly, the Auntie Gemuk Char Kway Teow is very lucky because they dealt with fewer risks and hardly need plans for any strategies, as there are very few competitors. The other char kway teow stalls located miles away and are not as popular as the Auntie Gemuk’s. The only competitors they have in the restaurant are stalls they share their business location with. However, the owner did not desire to compete with the other stalls and already considered them as part of the restaurant.
  • 11. ENGL 0205 English 2 Page 11 Comparative Analysis of Ah Leng Char Kway Teow and Aunty Gemuk Char Kway Teow Competitive Traits As a Malaysian, we all know that Penang food was truly Pearl of the Orient, and that was the reason numerous Malaysians barely strike an eyelash at the prospect of making the trek up to Penang to get those mouth-watering meals. There are a lot of amazing nice local street foods at Penang and Char Kway Teow is one of the most well-known foods there. This is the reason why the owner of Ah Leng Char Kway Teow, Teoh Yung Hee stated that it is hard to compete with others as there are much more famous and customer-based stall than them. Additionally, he mentioned that there has currently total of around 47 stalls that are operating in Penang. Although there has many stalls, Teoh Yung Hee is still can find out who are their competitors that stand as their top three. Lorong Selamat Char Kway Teow was the first he mentioned. He said Lorong Selamat has much more customer-based than them and the annual profits are leading them. Then, the next competitor is Sister’s Char Kway Teow. It is located at Jalan Macalister. It's named so on the grounds that the Char Kway Teow stall is worked by a couple of sisters. The Lam's sisters had fried Kway Teow for around 50 years precisely at this venue. Some tour guides even introduce to the tourists that it is the best Char Kway Teow in Penang. The third competitor then is Siam Road Char Kway Teow. Obviously, it is located at Siam Road or we called Jalan Siam. However, Teoh Yung Hee mentioned that Siam Road has a very heavy weakness which they tend to let their customers wait for so long for only just a plate of Char Kway Teow but other than that, the food is nice. On the flip side, there is much easier to operate nicely for Aunty Gemuk Char Kway Teow as there are not that much competitors around at Petaling Jaya. There are only 28 stalls total at Petaling Jaya and they are separated through different area as we all knows that Petaling Jaya is a huge big city. Although there are a few of Char Kway Teow stalls at Petaling Jaya, still they are not as tasty as we find around Penang because it is
  • 12. ENGL 0205 English 2 Page 12 not cooked by local but mostly foreigners. The curious parts, when we asked the owner of Aunty Gemuk, we were surprised of what she told us. We thought was any Char Kway Teow stalls around that area at first, but she told us that her actual competitors are the stalls that are recently located inside the Restoran Jamal Mohamed as those are the sub-stalls under the restaurant. The first and foremost of the competitor definitely is the main branch of the restaurant which is the Mamak Stall. The stall is selling many products such as Indian traditional foods like Roti Canai, Nasi Kandar, Maggi Goreng and so on. Then, the next competitor is the stall that is selling Nasi Lemak Kukus. The steamed coconut rice was fragrant and came in soft seperate grains. Determinations of things are accessible as accompaniments to your fundamental nasi lemak - chicken rendang, sambal kerang and sambal sotong. This is obviously most open-armed by our Malay compatriots. The third competitor is the Curry Mee stall. This is because even the owner herself praised the level of tastiness of the Curry Mee as she personally loves it very much. She described the food for us like the curry taste was thick and fragrance of the lime gave additional tartness. However, even though they are competing with each others. The owner still told us that they are actually good in a kind of friendship and are fighting with a fair level.
  • 13. ENGL 0205 English 2 Page 13 Strategy People often use different kind of strategies in their business against their competitors. When we asked or interviewed both stalls regarding strategies that they so far had been using, they both claimed that there was no strategy. We cannot let this question remain unanswered, thus we decided to interview the people there instead and do some research and observation. Lets first look at the difficulties of competition, specifically about their stall locations. Unlike Auntie Gemuk CKT, Ah Leng CKT dealt with more and harder competition due to its stall located at the product’s origin place, Pulau Pinang. As for Auntie Gemuk’s they chose to start the business in a place that their product is not commonly found in Klang Valley. In the end, one stall which have more competitions should have work harder in advertising their product, however the shared the same strategy which is PUBLICITY. Just like any other food stalls, if you are able to cook something delicious and worth trying, your stall will be as popular as an artist. People will start to spread the news to friend, family and write their opinions in the social medias like Blogspot and FourSquare. With nowadays technology, one info can be easily being spread to thousand of peoples in just a second. To add it up, with excellent service and friendly workers, it should be an additional support to be written in their contents about the foods. People tend to be captured by the worker’s beautiful services. In term of packaging and promotion, it’ll be unnecessarily because as people who prefer CKT to be eaten on a plate and eat it with chopsticks. Both stalls can be concluded to be careless about their packaging and promotion processes. They simply charge their buyers with RM5 or higher for a plate of CKY. Their customers explained that it was a fair price because nowadays market fluctuation. As for Auntie Gemuk’s, their customers have no problem with the price as their CKT is very mouth-watering. As a conclusion, both stalls decided to not make a fight and use any kind of strategies with their competitors and only use when their business suddenly go bankrupt.
  • 14. ENGL 0205 English 2 Page 14 Nature of the Market In our opinion, the nature of their market is oligopoly. The word oligopoly is defined from two different Greek words which are Oligoi with Polein, which means Few Seller. Therefore, it is described as a situation in which a specific business is controlled by gathering of firms. Other than that, an oligopoly is a business structure in which a couple of firms command. At the point when a business sector is imparted between couples of firms, it is said to be much focused. Although just a couple of firms overwhelm, it is conceivable that a lot of people little firms might additionally work in the business. The reason we say so because that the business of Char Kway Teow in Malaysia is one of the conquering market in our country. Although it was originated from Chinese, it is a well-known food for this country that is surrounded by multicultural races until today. Thus, there are many Char Kway Teow stalls operating recently but all their ingredients and ways of frying it are almost the same. Then, their range of pricing their food is almost the same as well as an inch of miles away. However, since there are Char Kway Teows all around the country so that is the reason of their earnings will be lower than those monopoly markets because there are many similar businesses on the market. Additionally, if one stall is more creativity by creating new outlook of the product then it will gain more customers because the other stalls are still following the old ways then they could not attract more customers to stay with them. Therefore, business that is under oligopoly must always figure it out about new strategies to compete with others. Technique is greatly crucial to firms that are related. Since firms cannot act freely, they must expect the logical reaction of an enemy to any given change in their price, or their non-value pricing. As it were, they have to arrange, and work out an extent of conceivable choices focused around how they think adversaries may respond. For example, the business thinks whether to raise, low or keep constant of its prices of their products.
  • 15. ENGL 0205 English 2 Page 15 In other words, definitely is hard for those new businesses who wish to enter the market for example like market of Char Kway Teow. This is because that is a term that called “barrier to entry” that we have learnt from subject of Economics. A barrier is an obstacle that prevents other new firms from entering the market. At first, there is a term called Economies of Scale which means that a firm’s ability to produce its goods at gradually lower costs over the long run. It occurs due to improvement in production technology and cheaper raw materials. As a result, firms with Economies of Scale can produce goods at cheaper costs and, in turn, sell them at a lower price but new firms cannot compete at the same low price because it requires some time to happen. Then, firms can also prevent new competition by adopting strategic moves as they will advertise more and lower their product’s price to discourage customers from going to new stalls. At last, the very important part is that old market has already had their old- based customers so it is very hard to pursue their customers by going to the new business stalls to have a plate of Char Kway Teow. As summary, it is very hard for any new business to enter this historic market unless they can figure it out some creative things so they can attract the people’s attention then have a visitation to their stall.
  • 16. ENGL 0205 English 2 Page 16 Analysis On a summarization, we have analyzed out that the stall of Aunty Gemuk’s Char Kway Teow will be the more commercially good compares to the Ah Leng’s Char Kway Teow. The first reason is because Aunty Gemuk was located at the area of Klang Valley and here is the most hustle and bustle city in Malaysia. Thus, there will be more customers are willing to visit them and their average customers in a day will be supplementary. Secondly, there is a turning point why we think that Aunty Gemuk will be better because we had noticed that there was a sticker from company of TripAdvior that stacked on the stall. It is a travel site giving registry data and surveys of travel-related substance. It additionally incorporates intuitive travel gatherings. Thus, this is a very extra bonus for our conclusion of choosing between them. Last but not least, customers will remember the body size of the fryer aunt as her body is big. We mention this is not an offense to her as we respect and love her very much because she is very lovely and friendly to us. We are saying this is just mentioning that this will be a kindly reminder for those visitors by remembering the tantalizing Char Kway Teow that all of us had eaten. However, both of them are very popular in their responsibly state instead. We had also had hard to make our choice among them but at last after some evaluations, we had finally chosen Aunty Gemuk.
  • 17. ENGL 0205 English 2 Page 17 Summary Table Ah Leng Char Kway Teow Aunty Gemuk Char Kway Teow Business Founded 1978 1982 Key Founder Teoh Koon Leong Ewe Kong Chooi Current Owner Teoh Yung Hee Ewe Shiau Wei Reason to Take Over Family Business. Father and Son relatioship Family Business. Father and Business History and Recent Development Started at Air Itam then expanded to Jalan Dato Keramat Same as usual Main Products Char Kway Teow Char Kway Teow
  • 18. ENGL 0205 English 2 Page 18 Business’s Duration 36 years 32 years Customers Customers from Penang, most probably around area of Jalan Dato Keramat Customers that are living nearby SS5 and area of Petaling Jaya Business Annual Revenue Figure Around RM255,500 Around 246,375 Branch Two branches- Air Itam and Jalan Dato Keramat No branch Number of Employees 3 employees 2 employees Top 3 Competitors Lorong Selamat Sister’s Siam Road Mamak Stall Nasi Lemak Kukus Curry Mee Strategies to Compete with Competitors No Strategies No Strategies
  • 19. ENGL 0205 English 2 Page 19 Capital to Start Business Not Required Not Clear, from father The Biggest Issue to Run the Business No problems Maintaining standard and customers base Strategies to Advertise Publicity TripAdvisor Business’s Location Lower Rental Prices Suggested by Friends Seek for Advices Advices from Father(Founder)’s Friends No advices Business Future Plan No plan No plan
  • 20. ENGL 0205 English 2 Page 20 Recommendations Both Aunty Gemuk and Ah Leng Char Kway Teow stalls have very good attributes as businesses. Both are able to attract customers easily but in this case, we would have to recommend Aunty Gemuk’s Char Kway Teow stall. The first reason why we would recommend this stall is mainly because of the Char Kway Teows being Halal. This allows the Malay race to enjoy the Penang delight. Aunty Gemuk tops most of the Char Kway Teow stalls because unlike most stalls, this stall is one of the very few that actually serves Halal Char Kway Teow. The next reason why I would recommend Aunty Gemuk Char Kway Teow stall over Ah Leng Char Kway Teow stall is because of the stall’s serving size. For Aunty Gemuk, the size they serve is surprisingly decent for a small plate. Although expensive for a five ringgit platter of small Char Kway Teow, add another fifty cents and you will be served with a much bigger serving. The price you pay for the big plate is very much worth it. Ah Leng Char Kway Teow only serves very little for a small plate for seven ringgit and somewhat smaller for the bigger plate that costs eleven ringgit. Ah Leng Char Kway Teow stall might have gotten their pricing for the serving sizes wrong, but on the minor plus side, they serve very big and juicy prawns. Both stalls showed very skilled cooking skills, but even so, Aunty Gemuk was able to serve her Char Kway Teows much faster despite the number of orders she gets every minute. Ah Leng’s owner was able to serve at a decent speed but he could never have reached Aunty Gemuk’s owner’s level of speed. Not to mention that the owner of Aunty Gemuk stall even had her chance to take her cigarette breaks in between, which would be evident enough that she was able to cope with her orders very easily. Aunty Gemuk might have conquered almost all aspects of what every good business might have, but for every good side, there will always be a bad side and that bad side would be Aunty Gemuk’s food quality. Sure enough, the owner cooks up a good plate of Char Kway Teow with the only downside of her servings being soaked in too much oil. Aunty Gemuk’s Char Kway Teows were oily almost all the time, which is a health threat to those who are both healthy or
  • 21. ENGL 0205 English 2 Page 21 not. Ah Leng’s Char Kway Teows were able to refrain themselves from jumping into the pool of oil putting customers at a lesser risk of a heart attack. In conclusion, we would definitely recommend Aunty Gemuk’s Char Kway Teows. The stall is able to meet the customers’ expectations every time without fail. Ah Leng’s stall could have taken our recommendations, but the overpriced servings is definitely not an option that most customers would consider. If Aunty Gemuk’s stall would have to change anything, they could definitely try to reduce their level of oil usage just to cook a plate of Char Kway Teow.
  • 22. ENGL 0205 English 2 Page 22 Appendix Interview Questions Ah Leng’s Char Kway Teow 1) When was the business founded? 1978 2) Who are the key founders? Teoh Koon Leong 3) What prompted the founders to start this business? Helped to decrease burden of family. 4) What are your main products? Char Kway Teow 5) Who are your customers? Mostly the residents who are living nearby Jalan Dato Keramat 6) What is the business’ annual revenue figure? Around RM255,500 7) How many branch offices/stores do you have (if applicable)? 2 branches 8) Can you provide us a brief history of your business and its most recent developments? Started at Air Itam and then was expanded to here
  • 23. ENGL 0205 English 2 Page 23 9) Do you have many competitors? Who are they? Who are your top 3 competitors? There are many competitors because Char Koay Teow is a well-known food at Penang. If have to choose, I will choose Lorong Selamat, Sister’s and Siam Road. 10) Is the business constantly facing strong competition from other competitors? What strategies have they used to compete with you? No strategies, just to maintain our food standard 11) How much capital is required to start this business? What, if any, specialized field of knowledge do you need to run this business? Not required. Basic knowledge of frying Char Kway Teow 12) Generally, do you feel it is easy or hard to enter this market? Why? Not that hard actually 13) How do you compete with your competitors i.e. what strategies do you employ to divert customers away from your competitors? No strategies. 14) How often do you release a new product (this assumes the business sells differentiated products)? No other products. 15) Are your pricing decisions strongly affected by your competitors? Definitely, we noticed that less customers after we have increased our product’s price. Aunty Gemuk’s Char Kway Teow 1) When was the business founded? 1982 2) Who are the key founders? Ewe Kong Chooi
  • 24. ENGL 0205 English 2 Page 24 3) What prompted the founders to start this business? Personal Interested 4) What are your main products? Char Kway Teow 5) Who are your customers? People who is living nearby SS5 and Petaling Jaya. 6) What is the business’ annual revenue figure? Around RM246,375 7) How many branch offices/stores do you have (if applicable)? No branch 8) Can you provide us a brief history of your business and its most recent developments? Same as usual, no changes. 9) Do you have many competitors? Who are they? Who are your top 3 competitors? Around 30 competitors in Klang Valley. The top 3 competitors will be the one who share the restaurant which are the Mamak Stall, Nasi Lemak Kukus and Curry Mee. 10) Is the business constantly facing strong competition from other competitors? What strategies have they used to compete with you? No strategies, just be what we be. 11) How much capital is required to start this business? What, if any, specialized field of knowledge do you need to run this business? I am not that clear about it, my dad do not provide this information to me.
  • 25. ENGL 0205 English 2 Page 25 12) Generally, do you feel it is easy or hard to enter this market? Why? At first, it definitely will be hard but it will become easier as our foundation had been built. 13) How do you compete with your competitors i.e. what strategies do you employ to divert customers away from your competitors? We do not use that obvious strategies. We just to make sure our food is nice and maintaining the standard. 14) How often do you release a new product (this assumes the business sells differentiated products)? No new products. 15) Are your pricing decisions strongly affected by your competitors? We do not experience that before because I think this price is the standard price.
  • 26. ENGL 0205 English 2 Page 26 MINUTES OF THE MEETING Minutes 1 DATE: 6th of May, 2014 TIME: 11.30 a.m VENUE: Library lv5, Taylor’s University Lakeside NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE Lim Chern Yie Thursday, 10 am Chairman Muhammad Hasif bin Alias Thursday, 10 am Note Taker Lee Kim Thiam Monday, 11am Attendees Hazim bin Abdul Aziz Thursday, 10 am Attendees Chua Wei Jie Thursday, 10 am Attendees NO. ACTIVITY ACTION TAKEN BY 1. Decide business industry. All, decided to do food industry, char kway teow. 2. Divide works and roles. All, the following is the task allocated : 1)Lim Chern Yie will be the interviewer. 2)Chua Wei Jie will handle video record. 3)Lee Kim Thiam will handle audio record. 4)Hasif will handle the assignment details. 5)Hazim in charge of photography. 3. Decide interview questions. All, prepared and verified by Miss Lojana via email.
  • 27. ENGL 0205 English 2 Page 27 Minutes 2 DATE: 12th of May, 2014 TIME: 11.00 a.m VENUE: Block C lv2, Taylor’s University Lakeside NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE Lim Chern Yie Thursday, 10 am Chairman Muhammad Hasif bin Alias Thursday, 10 am Note Taker Lee Kim Thiam Monday, 11 am Attendees Hazim bin Abdul Aziz Thursday, 10 am Attendees Chua Wei Jie Thursday, 10 am Attendees NO. ACTIVITY ACTION TAKEN BY 1. Listing char kway teow stalls. All 2. Make an appointment. Lim Chern Yie, Chua Wei Jie, Lee Kim Thiam 3. Recap assignment requirements Muhammad Hasif
  • 28. ENGL 0205 English 2 Page 28 Reference Lists Author Unknown. (2008). History of Char Kway Teow, Retrievd on 30th May, 2014 from http://www.keropokman.com/2008/08/history-of-char-kuey-teow-national.html Author Unknown. (2011). Defining and measuring oligopoly, Retrieved on 2nd June, 2014 from http://www.economicsonline.co.uk/Business_economics/Oligopoly.html Author Unknown. (2014). Oligopoly, Retrieved on 2nd June, 2014 from http://www.investopedia.com/terms/o/oligopoly.asp Danhi, R. (2003). Asia's many identities: an understanding of the region's geography, history, heritage, and agriculture is vital to creating authentic Asian food, 210(2), 113. George, M. L. (2009). History of char kway teow, Singapore, N.U.S. Press Pte. Ltd. Jarod, L. (February 25, 2014). Penang Cultures, The Stars Newspaper, pp. A12. Leong, Y. S. (2009). The best of Singapore cooking, Singapore, Asiapac Pte. Ltd. Leslie, T. (2010). The end of char kway teow and other hawker mysteries, Singapore, Epigram Books. Tan, K. Y. (2012). KY Eats-Ah Leng Char Kuih Teow, Dato Keramat, Retrieved on 24th May, 2014 from http://kyspeaks.com/2013/04/12/ky-eats-ah-leng-char-kuih-teow-dato- keramat/ Wong, P. L. (2013). Best penang food, Retrieved on 24th May, 2014 from http://www.bestpenangfood.com/2013/11/05/siam-road-char-koay-teow-review/