1. Contents
Key Summary ……………………………….2
2.2
Survey Questionnaires …………22
Brief answers
Acknowledgement …………………..……3
A description of the history of the trade or
business
2.3
Photos and Captions………23-28
Pictures
_________________________________________
_________________________________________
Part 1: Company Profile
Part 3: Reference
1.1
Brief Description of the
Business ...………………………4-8
The background information and
company profile
3.1
1.2
Comparative Analysis of the
Businesses’ Competitive Traits
…………………………………9-15
Analysis of the competitive behaviors of
the businesses and respective market
1.3
Recommendation ………….16-17
Reference……………..……………29
_________________________________________
Part 2: Appendices
2.1
Minutes of Meetings………18-21
Notes
1

2. Key Summary
This research report shows analysis and comparison of three businesses on different
settings and also the competition these businesses faced. Our selected type of
business is the clothing retailing while the shops we interviewed are Pink Petals
Fashion located at Kenanga Wholesale City, L’Avenir located at Penang First Avenue
Mall and Fashion Tee located Sungei Wang. This report had consisted of background
information about businesses and comparative analysis of businesses. Face-to-face
interview was used for us to obtain the information and compare the businesses’
competitive traits. After analysis, we had found that Pink Petals Fashion is more
commercially successful than Fashion Tee and L’Avenir. We also recommended some
suggestion on improving the competitiveness for each business.
2

3. Acknowledgement
Clothing retail businesses are nowadays the most visited establishments all over
the world. Companies in this industry operate physical retail establishments that sell
clothing and accessories. Throughout the twentieth century, fashion-oriented retail
operations prospered. As people left the cities for suburbs, the stores followed, so that
shoppers no longer had to visit a downtown, central shopping district. Being a
successful retail-clothing business, one should need a range of resources and a staywith it attitude because the return on their investment may not come as fast as they
wish. In Malaysia, there are a lot companies which operate the clothing retailing
business. For examples, Versace, Factory Outlet Store, UNIQLO, and H&M which are
very famous. Now, in the beginning of the twenty-first century, consumers are treated
to more retail outlets where their fashion needs are satisfied. Whatever their pleasure
or preferred time to shop, a whole new world of retailing is available.
3

4. Brief Description of the Business
PINK PETALS FASHION
Outlook Enterprise Sdn Bhd is a very popular retail-clothing company located at Jalan
Hang Tuah in Kuala Lumpur. Outlook Enterprise Sdn Bhd has 5-6branches of clothing
shops that located in different area. Pink Petals Fashion is one of the branches of the
Outlook Enterprise Sdn Bhd that located in Kuala Lumpur. It located at G4, Kenanga
Wholesale City. The address of Pink Petals Fashion is No2, Jalan Gelugor, Kuala
Lumpur. Mr. Bong, the boss of Outlook Enterprise Sdn Bhd had started this business
at 2011 year. Mr. Bong started this business because this business belongs to his
family business. Mr. Bong had started different type o business and pass to his
daughter and sons take care the business. One of his sons, Bong Siok Siong had
taken care of Pink Petals Fashion. He had hired a manager, Sam Liew and hired 3
workers, Ramlah Junaidi, Dicky and Tan Siew Ping to help him take care of the shop.
The main product of the Pink Petals Fashion was clothes. There were two concepts of
clothes sold by Pink Petals Fashion that was Malay Concept and Fashion Concept.
4

5. Pink Petals Fashion sold Malay Concept such as Baju Kurung and the Fashion
Concept such as ladies clothing. Besides that, Pink Petals Fashion also sold lady
accessories such as handbag, belt and scarf. The number of customers a day was 100
people. Two workers, Dicky and Tan Siew Ping had served the customer of Fashion
Concept, one workers, Ramlah Junaidi had served the customer of Malay Concept
while Sam Liew, manager will served all customer. Pink Petals Fashion’s monthly
revenue figure was around $30000. However, Pink Petals Fashion did not have any
changes but the choices of clothes increases over the past 1years. The office phone
number of Pink Petals Fashion is +60392210268. If customers have any question or
want to make a complaint can call this number.
5

6. L’AVENIR
First Avenue Mall is a spread over seven levels shopping mall with the fifth to seventh
floor consisting of parking spaces that located in Penang. It has opened since
November 2010; many of the first outlet in the building are women’s apparel stores.
L’Avenir is a small clothing shop that located at 4th floor, First Avenue Mall. The
address of L’Avenir is Jalan Magazine, Georgetown, 10300 Georgetown, Penang,
Malaysia. Nicholas, the boss had started the business in August 2012 year. This is his
first shop as he did not open any branch. Nicholas had started this business because
he was interested in doing the clothing business. He felt satisfied when he saw people
wear beautiful clothes. He had hired a worker, Eelyn to help him take care of the shop.
Eelyn also considered as manager as she can make small decisions without asking
him such as held a promotion or when purchase new clothes. The main product of
L’Avenir was Fashion ladies clothing. L’Avenir carried out an assortment ladies clothing
that has a range of size with latest trends in style. In addition, L’Avenir also sold ladies
accessories such as earring, bracelet and necklaces. The number of customers of
6

7. Bukit L’Avenir a day is not constant. For weekdays, the number of customers is about
10-20 peoples while the number of customers for weekend is about 20-30 peoples.
The monthly revenue figure of L’Avenir was around $10000 or below and it is not
constant. However, L’Avenir did not have any changes as it just started the business I
years. If customers want to know when the new style of clothes will arrive can call
phone number of Eelyn, 016-3218381.
7

8. FASHION TEE
Fashion Tee is one of the retail-clothing stores that located at Sungei Wang Plaza,
Jalan Bukit Bintang, 55100, Kuala Lumpur. There are two branches of Fashion Tee
clothing shops which another branch is located in Penang. Fashion Tee was founded 5
years ago by Alice and her brother. As two of them were interested in this field of
business, they started their company when they were in very young age. Alice is in
charge of the Fashion Tee shop which located in Sungei Wang while his brother is in
charge of another branches in Penang. The shop which is in Sungei Wang is opened
three years ago. The main product of Fashion Tee was clothes and accessories like
handbag, belt and others. There are three female employees who work in this shop.
They are friendly and hardworking so that the customers feel cozy and happy while
shopping. The concept of Fashion Tee is the fashion concept which is same as its
name and most of the products are for ladies. The clothes sold are fashion in design
which will attract customers especially the young ladies. According to Alice, there are
more than 30 customers a day and the monthly revenue figure of Fashion Tee is about
$15000.The office phone number of Fashion Tee Sungei Wang is +60321449988.
8

9. Comparative Analysis of the Businesses’
Competitive Traits
1) Number of competitors of businesses in their respective markets
Pink Petals Fashion
Pink Petals Fashion has many competitors. The range of number of competitors
around 2-10. However, Pink Petals Fashion has top three competitors which are A To Z,
Melody and Rafflesia as they are located at the same building. For Pink Petals Fashion, A
to Z is the strongest competitors. It is because the size of the A to Z is bigger than Pink
Petals Fashion and the choices of clothes also more than Pink Petals Fashion. A to Z also
just located beside Pink Petals Fashion only. Besides that, the top three competitors of
Pink Petals Fashion also sell the same concept of clothes with it which is Malay Concept
and Fashion Concept with style diversification.
L’ Avenir
Butik L’Avenir has many competitors. The range of number of competitors is arounf
10-20. However, Butik L’Avenir has top 3 competitors which are H&M, Teetoo and Belle as
they are located at the same building. H&M (Hennes & Mauritz AB) is a very well-known
multinational retail-clothing company. H&M is the strongest competitors for Butik L’Avenir. It
is because H&M has a larger size and the choices of Fashion clothes more than Bukit
L’Avenir. H&M also can get the latest style of clothes with normal price faster than Bukit
L’Avenir. In addition, Belle also is a strong competitor because it has more choices of
fashion clothes and cheaper than Bukit L’Avenir.The three competitors of Butik L’Avenir sell
more branded clothes than Bukit L’Avenir.
9

10. Fashion Tee
As Fashion Tee located in Sungei Wang which is a popular shopping mall, of course
there are many competitors there. For examples, EDWIN, H&M and other big brand
competitors which are located around the area. Fashion Tee is just ordinary clothing
retailing shop compare to these famous shops. So that, it’s hard to attract customers with
its ordinary branded clothes. Besides, there are also many competitors of ordinary clothing
shop there with great price or with large range of products. Luckily, most of the competitors
of Fashion Tee are selling different concept of products like EDWIN which focus on jeans
and JD which offer the sports apparel.
10

11. 2) Strategies compete with competitors and How successful business
Pink Petals Fashion
The strategy that Pink Petals Fashion used to compete with its competitors is lower
the price. For example, when A to Z held a sale, Pink Petals Fashion will held a promotion with
‘Buy 1 free 1’ to attract the customers. In addition to sell clothes, Pink Petals Fashion also sells
ladies accessories such as handbag, belt and scarf. Pink Petals Fashion also will use the
strategies ‘Get free handbag one if customers buy above $150’ to attract customer buy more.
Pink Petals Fashion also has a purpose that is always provide the best services to the
customers.
The result of Pink Petals Fashion compete with other competitors is quite successful.
There was around 100 people visit the shop and buy the product a day no matter weekdays or
weekend. The selling results of one month also will not lose compare to other strong
competitors. It is because the price of the clothes of Pink Petals Fashion is cheaper than other
competitors and the quality of the clothes also will not lose compare to the clothes of A to Z.
The customers also can get the free products if they reach the goal. Besides that, the workers
of Pink Petals Fashion always provide best service to the customers.
L’ Avenir
The strategy that used by Bukit L’Avenir almost same with the Pink Petals Fashion
that is lower the price. Bukit L’Avenir also held a promotion and sells ladies accessories such
as earring, necklace and bracelet to attract more female customers. Another strategy used to
compete with the competitors is the manager has to always follow the trend to purchase
different styles of clothes quickly.
Butik L’Avenir is quite unsuccessful compare to Pink Petals Fashion. The highest
number of customer is around 10-20 peoples for weekends only. This is because the H&M has
a good reputation on the market. Even though Bukit L’Avenir lowers the price of product and
held a promotion but the quality of the clothes of H&M is better and it is branded clothes. So, it
is difficult to compete with the H&M.
11

12. Fashion Tee
To attract more customers, Fashion Tee persist the price even though its competitors
held a promotion. Besides, Fashion Tee also obtains the latest fashion products from the
supplier as soon as possible and always faster than other shops. A friendly service is practiced
by the workers to improve its image and attract more customers.
Even though the competitors there are with high reputation, Fashion Tee is still
sustainable with its strategies to attract gain the latest products in the first time so that people
can buy such kind of products there at the first time.
12

13. 3) Obstacles faced by business
Pink Petals Fashion
The obstacle faced by Pink Petals Fashion is economics is not good. The price of the
product now had increased. People now prefer to save the money to buy the item that is
necessary only. However, for Pink Petals Fashion, it is easy to overcome the obstacle. It is
because Pink Petals Fashion is the branch of the big and popular retail-clothing company,
Outlook Enterprise Sdn Bhd. It can fully support the needs of the Pink Petals Fashion and
invest capital into the Pink Petals Fashion.
L’ Avenir
The obstacle faced by Butik L’Avenir is there is too many clothing shop now and it is
difficult to compete with other competitors. The owner also must have a big capital before
started a business. For Butik L’Avenir, it is difficult to overcome the obstacles compare to Pink
Petals Fashion. It is because Butik L’Avenir just a small clothing shop. Butik L’Avenir has not
big company that can fully support and invest it.
Fashion Tee
The obstacle faced by Fashion Tee is the other clothing shop there is quite famous and
with great price. It is possible to overcome these obstacles by produce different concept of
clothes so that the costumers might have more choices. Besides, Fashion Tee should work
harder and harder to improve the reputation so that it can fight with other big branded shop.
13

14. 4) Nature of business
Pink Petals Fashion
Pink Petals Fashion is an oligopoly market. Oligopoly market is a market that dominated
by a few sellers. The competitors of the Pink Petals Fashion also are an oligopoly market. This
is because the market of business is dominated by Pink Petals Fashion, A to Z, Rafflesia and
other competitors. Each of them controls their own market and cannot get involved each
other’s market as there is a strong barrier to enter the market.
L’ Avenir
Butik L’Avenir is an oligopoly market. One of the competitor, H&M is a monopoly market
but the other competitors are an oligopoly market. A monopoly is the single dominating seller
of a market. H&M consider as monopoly market because it control 70% of the market. Other
clothing shops are difficult to compete with the H&M. Bukit L’Avenir and other competitors
control their own market and do not get involved each other’s market.
Fashion Tee
Fashion Tee is an oligopoly market while its competitor EDWIN is a monopoly market.
Fashion Tee is a shop or market with few dominators.
14

15. Comparative Analysis Summary
Competitive Traits
Pink Petals Fashion
Fashion Tee
Butik L’Avenir
Number of
competitors
3 to 4 competitors
More than 20 competitors
3 competitors
Barrier to enter
the market
Strong. Because the
economics is not
good
Easy by owned small
capital
Strong.
Because too many clothing
shops.
Strategies to
sustain business
Lower the price to
attract customers
Always be the fastest
people to obtain the
product
Pricing power
Lower the price to
compete with
competitors
Persist the price to earn
more profit
Lower the price to attract
customer and has to always
follow the trend to purchase
different styles of clothes
quickly.
Price Maker. Because
L’Avenir is just a single
business shop and the
owner can decide the price
by himself.
15

16. Recommendation
Pink Petals Fashion
We had suggested that the shop should promote more man style of clothes
because the man also has choice to choose their clothes. If just selling lady types
of clothes, the shop can just doing business with lady. So, the business of the
shop will decrease. Other opinion is to open more branches to sell their products
in other shopping malls and places. It is because it will let more people know
more about their shop and product that they selling, so the business will expand
and the competitiveness also will improve. Besides, the shop also has to improve
their relationship with supplier and customers. This is the most effective way to
improve the business, because have a good relationship with supplier, they will
get product faster so customers will come buy clothes with them.
L’Avenir
We had suggested that the shop should increase the investment in the marketing
activities. The shop should do more promotion to promote their product to
customers, so that many people know more about their product. Furthermore,
they can produce more style of clothes like selling man style clothes. If their shop
just sell simply one type of clothes, the customers will feel less selection in this
shop, so increasing style of clothes is necessary. Moreover, make a good
relationship with the customers to increase their trusted on their shop and
product. If the shop can get the trust from the customers, customers will help us
to promote our shop. This will increase the visibility of the shop.
16

17. Fashion Tee
We had suggested that the shop should be keep their attitude that is always gain
the products at the first time so that the customers can only get these type of
products from Fashion Tee which other shops don’t have it. Fashion Tee should
also improve the range and type of concept so that the customers would have
more choices and will be attracted easily. In order to increase their income, it
would be better if they don’t lowers the price too much.
17

18. Minutes of Meetings
1st Meeting (English Research Project)
16th Dec 2013, Monday
Meeting called to order at 15:30 a.m. in Taylor’s Student Life Centre.
Attendees’ attendant: Mak Mun Choon
Ronn Chua Chang Yeong
Karen Kong
Lily Then
Voon Sze Lun
Attendees’ absentee: Agenda:
1. Assignment of task for the project
2. Suggestion of businesses to be interviewed
3. Discussion on questionnaire
1. Assignment of task for the project
Mak Mun Choon as
Leader
Ronn Chua
as
Secretary
Karen Kong
as
Interviewer
Lily Then
as
Data compilation
Voon Sze Lun
as
Data compilation
Motion carried unanimously
2. Suggestion of businesses to be interviewed
Retail-clothing businesses:
H&M -motion from Ron
Pink Petals Fashion -motion from Lily
L’ Avenir -motion from Lily (as we already interviewed during Penang Trip)
Fashion Tee -motion from Karen
Stylix -motion from Mak
Final decision: Pink Petals Fashion, L’ Avenir and Fashion Tee
Motion passes 4-1, 5-0, and 4-1
3. Discussion on questionnaire
Questions suggested from assignment assessment -motion from Karen
Motion carried unanimously
(Next Meeting: To be confirmed)- Everyone should have to conduct preliminary research on the chosen businesses by
next meeting
18

19. 2nd Meeting (English Research Project)
2nd Jan 2014, Thursday
Meeting called to order at 11:15 a.m. in Taylor’s Library Level 4.
Attendees’ attendant: Mak Mun Choon
Ronn Chua Chang Yeong
Karen Kong
Lily Then
Voon Sze Lun
Attendees’ absentee: Agenda:
1. Gather background information on the chosen businesses
2. Discussion on time and date to interview
1. Gather background information
All information is collected by Ron and Sze Lun as they are assigned to be in charge of the report.
2. Time and date to interview
8th Jan 2014 -motion from Mak
15 Jan 2014 -motion from Lily
Final decision: 15 Jan, Saturday (10a.m.), by Mak’s car
19

20. 3rd Meeting (English Research Project)
16th Jan 2014, Thursday
Meeting called to order at 12:00 p.m. in Taylor’s Student Life Centre.
Attendees’ attendant: Mak Mun Choon
Ronn Chua Chang Yeong
Karen Kong
Lily Then
Voon Sze Lun
Attendees’ absentee: Agenda:
1. Discussion on guideline of report
2. Tasks given for report
1. Discussion on guideline of report
We keep understand the brief and Ronn will note down the important notes.
2. Task given for report
Task:
Mak Mun Choon: Powerpoint presentation, Background of businesses and company
Karen Kong: Artistic cover, Recommendation
Lily Then: Comparative analysis and a summary table of it
Sze Lun: Photos and captions, comparative analysis
Ronn: Summary, Acknowledgement (History of the trade), Report correction and adjustment
(Next Meeting: 6th Feb, Online meeting)
*Remind: show Ms Cassandra the information on 23th Jan, Thursday
20

21. 4th Meeting (English Research Project)
6th Feb 2014, Thursday
Meeting called to order at 12:00 p.m. in Taylor’s Student Life Centre.
Attendees’ attendant: Mak Mun Choon
Ronn Chua Chang Yeong
Karen Kong
Lily Then
Voon Sze Lun
Attendees’ absentee: Agenda:
1. Finalize report
1. Finalize report
All contents are upload and finalized through Facebook group.
Presentation section also be divided to every group members.
2 slides/ topics per person.
(Next Meeting: 24th to be confirmed)
21

22. Survey Questionnaires and Results
Q1. When was the business founded?
Q2. Who are the key founders?
Q3. What are you main products?
Q4. Can you estimate the number of customers per day?
Q5. What is the business’ annual revenue figure?
Q6. Do you have many competitors? Who are they? Who are your top 3 competitors?
Q7. What strategies have they used to compete with you?
Q8. Generally, do you feel it easy or hard to enter this market? Why?
Q9. How often do you release a new product?
Q10. Are you pricing decisions strongly affected by your competitors?
22

23. Photos and Captions
Pink Petals Fashion
Pink Petals Fashion’s
Premises
The man of the right side in the photo
is the owner, Mr Bong.
Main Product of Pink Petals Fashion
Fashion Concept
Clothes
Malay Concept
Clothes
23

24. Other products of the Pink Petals Fashion
Handbag
A to Z is the strongest competitor of
Pink Petals Fashion
Scarf
The woman is the owner of the A
to Z
24

25. Sam Liew, the manager of
the Pink Petals Fashion
li
Main Product of A to Z
Fashion Concept Clothes and
Malay Concept Clothes
25

26. Bukit L’Avenir
Bukit L’Avenir’s premises
Eelyn, manager of the Bukit
L’Avenir
Main Product of Bukit L’Avenir
Fashion clothes
Other products of Bukit
L’Avenir
Earrings, Bracelets and
necklaces
26

27. The most powerful competitors of
Bukit L’Avenir
Bukit L’Avenir
held promotion
such as 2 for $100
27

28. Fashion Tee
Fashion Tee front
door
Group photos
taken by Ronn
Various ladies
clothes with
fashion concept
28

29. Reference
Barrow. C. (2007). Starting a business for Dummies. (2nd ed) Chichester, England: John
Wiley & Sons. Ltd. [Accessed 19 Jan 2014]
Tyson, Eric, Schell, Jim (2012). Small Business for Dummies. (4th ed) Hoboken, N.J.:
John Wiley & Sons. Ltd. [Accessed 19 Jan 2014]
Malaysia (2009). Outlook Enterprise Sdn Bhd. Retrieved from
http://www.malaysia.com/directory/retail-clothing-and accessories/textiles-and-specialtystores/wp-kuala lumpur/Outlook_Enterprise_Sdn._Bhd._156991.html [Accessed 20 Jan
2014]
Innovation Leaders (2008). H&M. Retrieved from
http://innovationleaders.org/hm_company_profile.html [Accessed 21 Jan 2014]
Time Out Penang (2013). Shopping & style. 1st Avenue mall. Retrieved from
http://www.timeout.com/penang/shopping-and-style/venue/Malls/title/1st-Avenue-Mall
[Accessed 21 Jan 2014]
29