English final-report 0315

1. School of Architecture, Building & Design
Foundation in Natural and Built
Environment
Report Title : Comparison of Cendol in SS15 and Penang Road
Module : English II ( ELG 30605)
Lecturer : Mr. Gopi
Submission Date : 15th January 2016
Group Members :
Name ID Presentation/ Research Report
Roles
Crystal Chia Fye Jzng 0323964 Brief Description of the Business
Teo Chiang Loong 0323762 Comparative Analysis
Chin Ke Ni 0324021 Video Editing ,Appendices,Suggest List
Of Interview Questions
Ngu Xian Le 0323898 Presentation Slides
Issac Chew 322030 Printing
Ng Yeen Mun 0323804 Key of summary,Attachments,
Bibliography,Appendices,Suggest List Of
Interview Questions, , References
Renee Teoh Yen Qin 0322438 Recommendations, Conclusion, Cover
Design, Report Editing
!1

2. Table of Contents
No. Title Page
1 Cover Page 3
2 Key Summary 4
3 Brief Description of the Business 5-8
4 Comparative Analysis of the Businesses’
Competitive Traits
9-11
5 Similarities and Differences Summary Table 12-13
6 Bibliography 14
7 Appendices 15-21
8 References 22
9 Attachements 23
10 Suggest List Of Interviews Questions 24
11 Recommendation 25-28
12 Conclusion 29
!2

3. !3

4. Key Summary
This report is a comparative analysis based on two Cendol Ice business of
two different geographical locations. The businesses that we had chosen to
study have been running for at least 30-35 years. The first business which
is the Cendol Vendor (Best Cendol Ice) in SS15, located in SS15,Subang
Jaya Selangor while the second business which is TEOCHEW Cendol
Ice(Best In Penang) , located in Penang Road, GeorgeTown of Penang.
Although from the interviewed and surveyed that we had done, we have
noticed that both of this business are really well known in Malaysia. But
still, the business of Cendol Ice in George Town, Penang is successful than
business of Cendol Ice in SS15, Selangor due to they also have 20
franchises in different cities of Malaysia.
!4

5. Brief Description of
The Business
Cendol SS15, Subang Jaya
!
The name of the stall is Cendol Vendor. It is a famous stall located
along the road named Jalan SS15 . This famous Cendol stall is just few
stalls away from the famous Rojak stall at SS15, Subang Jaya too. Just like
the famous Rojak stall, they used to operate from their truck before moving
to this permanent stall few years ago. The stall is founded by Mr Hamid ,
His motive for starting the business was as simple as passion. He don’t
have other branches because this is the only one stall. The main products
is the Cendol. Since it a simple and small stall , his estimated number of
customers are uncertain, however there are more customers during the
holiday more than the normal day. He only have 2 workers which are
foreigners and his son Mr Azim is helping him in the stall.
The business has started almost 34 years. Back then , Mr Hamid
don’t have a proper stall , he used to sell in bicycle , then change it to
motorcycle now is truck . Currently , they are facing the problem of the GST
which have to increase the prices. He also claimed that this is the most
!5

6. famous Cendol and only Cendol stall in SS15 , so they have no any
competitors around that place . Sometimes , the climate will also effect his
business , if it’s a rainy days, less customers will come and visit their stall .
What motive them starting this cendol business is to promote more
customers. There are several foods there such as Rojak , fresh coconut
drinks . They do provide tables or chairs, so you have to stand to enjoy this
dessert or pack it and enjoy your Cendol at home.
!6

7. Teo Chew Cendol, Penang
!
The name of this famous cendol stall in Penang is Teo Chew Cendol
which located at Lebuh Keng Kwee. The one who is making the cendol in
the picture above is the boss of this stall , Mr Jim. Before , he used to sell
his cendol beside the road but the government think it is too dangerous
because there are a lot of vehicles passing by so they shifted to this place
to continue running his business. Mr Jim has stated that this is the first stall
here in Penang because they have 20 franchises in different states. There
are 6 outlets in Penang and others 14 outlets are located in other states .
He has 20 workers under him helping him to run his cendol stall .The main
product he is selling is Cendol only , no other products. From the other
outlets, it sells 3 different flavours of cendol which are the Original flavour ,
Durian flavour and the white coffee flavour . Mr Jim claimed that he cannot
estimated the numbers of customers because there are too many , he said
maybe around 500 to 600 persons per day.
The business first started around year 1930. Mr Jim’s grandfather is
the founder of this cendol business and he is the one who continue the
!7

8. business. For the past 35 years, tourists visting Penang increased and
these 6 years they have become popular and also a big step of
achievements in their business. Since it is the famous cendol stall in
Penang, he also face a lot of competitors. Mr Jim doesn’t look in bad way
because this is his way to improve his business by communicating more
with the customers while they are buying cendol from us to make them
have a nice day.
Currently, Mr Jim has stated that they are planning of
franchising their business. They want to focus and start up some of our
new outlets in Singapore.
!8

9. Comparative Analysis of the Businesses’
Competitive Traits
TeoChew Penang Road Cendol and SS15 Best cendol are both
famous and great cendol vendor around their own town. Both cendol
vendor are equally well-know and delicious which makes them the
representative cendol vendor of their own local spot. Original location of
TeoChew Penang Road cendol were actually located at Penang Road
before moving in into Jalan Keng Kwee Alley ; SS15 Best Cendol stayed at
its own location is in SS15, Subang Jaya since the starting of its operation
until now. Currently there Jim (owner) and his 20 foreign workers are
working at the TeoChew Penang Road Cendol stall ; but for the SS15 Best
Cendol there is only 2 owner and their both local workers working for it at
present.
Jim is current owner of the TeoChew Penang Road Cendol business
which he inherited from his grandfather that lasted 3 generation
consecutively ; Mr.Hamid is the founder and also the the owner of SS15
Best Cendol which he is also currently getting assist by his son Mr.Azim
that soon to inherit his business in the future. There is total 20 outlet under
Jim’s management which 6 branches located in the Penang State itself and
14 branches outside of it ; but there is one and only outlet of SS15 Best
Cendol throughout the entire of Malaysia.
Beside original flavor of cendol, Durian and White Coffee flavor are
also available at Jim’s stall ; but for Mr Hamid stall there is one and only
original flavor of cendol currently on selling. Apart from the main product -
cendol, side dishes such as ABC, Red Bean, Grass Jelly Ice and Asam
Laksa also available at TeoChew Penang Road Cendol stall ; SS15 Best
!9

10. Cendol do sell coconut drink, rojak and ,kacang puteh beside cendol too.
Side dishes of both cendol vendal are equally famous and well-selling,
some customers do come for the side dishes instead of looking out for the
main product cendol. Asam Laksa are the representative side dishes for
TeoChew Penang Road Cendol because it’s is tasty and well-cooked that
attract loads of customer attention ; SS15 having the most unique rojak
because its sauce are red in colour that makes it different from the common
rojak that it’s black in colour of the sauce.
TeoChew Penang Road Cendol were founded in the late 1950s with
ushering into 80th years anniversary soon ; It has been 34 year since SS15
Best Cendol had operated. Both cendol vendor have equally long and rich
history that made them became one of the historic point of both places.
Beside that, there is approximately 500 - 600 customers per day visited
TeoChew Penang Road Cendol, but there is only belike 200 - 400
customers visited the SS15 Best Cendol stall on the contrary. Both cendol
vendor are famous enough to attract all the customers eyesight.
Anyway there is always difficulties and challenges happening in any
business sector. Even though both party are well-known and vigorous but
they still fear of busting in one day. Raining and rainy season are affecting
the performance of Jim’s business harshly since the stall have no larger
shade providing to cover up the rain ; The implement of GST have seriously
affected the business of Mr. Hamid since the price of the ingredients that
they bought are being raised, which makes them raised the prices of all
foods too that directly decrease the amount of customers. Jim are feeling
slightly competitive since there is few cendol vendor located around the
town but he’s confident enough that he capable to overcome it by treating
all the competitor as a force of motivation ; Mr Hamid have no competitor at
all since he’s the only cendol vendor in the town which makes him holding
strong of his current position.
!10

11. Based on my analysis and field observations, TeoChew Penang Road
Cendol are more commercially successful that SS15 Best Cendol.
TeoChew Penang Road Cendol have successfully branching out all over
the Malaysia and they are planning to branch out till oversea at Singapore
in the future of time. TeoChew Penang Road Cendol had attracted more
eyesight from the local foods blogger and gourmet magazine compare to
SS15 Best Cendol ; In the perspective of Mr Hamid, instead of having
franchise all over, he chose to maintain its business small-sized scale and
steadily as in the original way. Mr. Hamid had refused to take any risk and
challenge since the economy are depressing that might lead to cash flow
issue. Mr Hamid decide live to in a comfortably and less risk way of live.
Lastly, I sincerely respect both party of their own decision and perspective
in handling their business. Is such an great honour that our group stand a
chance to met both owner.
!11

12. Similarities and Differences summary table
SS15 Best Cendol Differences TeoChew Penang Road
Cendol
Mr. Hamid and his
assistant Mr. Azim
(son)
Founder Mr Tan Teik Fuang the original
founder. Jim is the current heir
of his grandfather business
which lasted three generation.
Jalan SS 15/4G (Jalan
SS15/4G), 47500
Subang Jaya,
Selangor, Malaysia
Location 27 & 29 Lebuh Keng Kwee,
10100 Georgetown, Penang.
None in their business
area
Number of
Competitors
Few in their business area
■ Cendol
■ ABC Ice
■ Coconut Drink
■ Kacang Puteh
Types of
products sold
■ Cendol original
■ Cendol Durian
■ Cendol White Coffee
■ ABC Ice
■ Red Bean Ice
■ Grass Jelly Ice
■ Asam Laksa
■ Rojak
Differentiated Product
■ Mix with red
bean or without
red bean
■ Mix with green
grass jelly
Differentiated
or
Standardized
Products
Differentiated Product
■ Mix with red bean or
without red bean
■ Mix with grass jelly
■ Mix with green grass jelly
■ Mix with corn
■ Mix with jelly
!12

13. Daily, 11.30am –
7.30pm
Business
Hour
Monday to Friday
10.30am - 7pm
Weekend
10am - 7:30pm
Jim with his 20 foreign
workers.
Business
operation
mr.Hamid with the assisting of
his son and two local workers
Locals only. Targeted
market
Locals and tourists.
Cendol – RM2.00 Pricing of
Cendol
Cendol Original - RM2.50 (spot
edible)
- RM3.20
(take-away)
Maintaining its small-
sized business
Future Plan Oversea branching such as
Singapore.
!13

14. BIBLIOGRAPHY
1.Best Cendol in SS15, Subang jaya Selangor
Retrieved from : http://blog.saimatkong.com/food-beverage/best-cendol-
ss15-subang-jaya/
2. Best Cendol in SS15, Subang jaya Selangor
Retrieved from :
http://www.foodadvisor.my/best-cendol-subang-jaya
3. Best Cendol in SS15, Subang jaya Selangor
Retrieved from :
http://www.burpple.com/rojak-cendol-ss15-subang-jaya
4. Best Cendol in SS15, Subang jaya Selangor
Retrieved from :
http://en.yelp.my/biz/best-cendol-stall-subang-jaya
5.TeoChew Ice Cendol In George Town, Penang Road.
Retrieved from :
https://www.youtube.com/watch?v=On_irgPTxWc
6.TeoChew Ice Cendol In George Town, Penang Road.
Retrieved from :
http://my.openrice.com/penang/restaurant/penang-road-famous-teochew-
chendul-george-town/144402
7.TeoChew Ice Cendol In George Town, Penang Road.
Retrieved from :
https://foursquare.com/v/penang-road-famous-teochew-chendul-tan/
4bca9176937ca593f841a892?fbLoginFailed=true
8.TeoChew Ice Cendol In George Town, Penang Road.
Retrieved from :
http://food.malaysiamostwanted.com/venues/teochew-cendol-penang-road
9.TeoChew Ice Cendol In George Town, Penang Road.
Retrived from : http://www.timeout.com/penang/restaurants-and-cafes/
penang-road-famous-teochew-chendul
!14

15. APPENDICES
Interview In SS15 ,Subang Jaya , Selangor.
Q : Hi. We are from Taylor’s University Lakeside Campus. We are here to
interview you. This is for our English assignment.
A : Alright
Q : So now I would like to ask you some questions.
Q : May i know what’s the name of this business?
A : Cendol
Q : So the location for her is ? SS15?
A : Yes, SS15 Subang Jaya.
Q : How many truck do you have for your business?
A : Just 1 only.
Q : So, how many workers do you have?
A : 2 workers.
Q : 2 workers? only 2?
A : Yes.
Q : Including you?
A : No.
Q : No?! You and your dad?
A : Yes.
Q : So you both are the boss, then 2 workers?
A : Yes !
Q : So, are the workers from local or foreigner ?
A : The workers are foreigners, then me and my dad are locals.
Q : Oh i see.
Q : So, you only sell cendol right?
A : Yes, exactly.
Q : May i know what’s the estimated amount of customers per day?
A : If public holiday there will be around 100 over and 50 over for normal
days.
!15

16. Q : So, when you started this business?
A : It’s been 34 years.
Q : Wow ! 34 years?!
A : Yes yes.
Q : This place?
A : Absolutely.
Q : Who’s the founder of this business?
A : My dad.
Q : Okay.
Q : What’s the starting process for this business?
A : He used to sell in bicycle, then change to motorcycle and now is truck.
Q : Oh good.
Q : So, what’s the difficulty level of market entry?
*A : Now the GST is like all higher up the price
Q : Hmm. Yup.
Q : What’s the start up capital?
A : Here. Selangor.
Q : What’s is your start up motive for this cendol business?
A : Promote to more customer.
Q : Alright.
Q : So, what’s the achievements for the past 3 - 5 years?
A : Nothing much, just normal.
Q : How about any changes for past few years?
A : Uhm. No.
Q : Do you have any competitor around here?
A : No.
Q: No ?! Because it’s already very famous right?
A : Yes, exactly.
Q : “ the most famous one “ HAHA !
A : HAHAHAHA.
Q : Have you face any obstacles ?
A : No. But maybe the climates.
Q : Oh ya !
!16

17. Q : So, may i know what’s your name?
A : My dad is Hamid and I’m Azim.
Q : You both are the owner of this?
A : No. I’m just helping out my dad.
Q : Oh alright ! Thank you, thank you so much. Have a nice day !
!17

18. Interview In Penang Road, George Town, PENANG
Q : Hello. We are from Taylor’s University Lakeside Campus. All the way
from KL ( Kuala Lumpur).
Q : We are here to interview you because this cendol stall is the most
famous one in Penang.
Q : So, what’s your name?
A : Jimn.
Q : So, May I ask you what’s your job position?
A : Me?
Q : Yes, you.
A : I’m the boss.
Q : So may I know what’s your contact number?
A : 012- 4055456
Q : Do you have email?
A : Yes, I have “Jimn@cendol.my”
Q : So, is this your stall “ Teochew Cendol “? So is your business.
A : Yes.
Q : So, may i ask you what’s the name of this location?
A : Oh, here? Uhm, Actually this place named Lebuh Keng Kwee, because
20 years ago, we used to sell our products beside the road, but
government think it is really dangerous to do business there, so we shifted
to this place to continue our business.
Q : Oh, so shifted to here?
A : Yes , we shifted to here so it will become more safety because we used
to have our business there but there’s too many transportations passing by
every days.
Q : So is this your franchise or?
A : This is our first stall, we have 20 franchises in different states. Penang
have 6 and the other 14 franchises are located in others states.
Q : In others countries?
A : HAHA ! No, not countries , is other state
Q : Oh , HAHA Other states.
!18

19. Q : So how many workers have you hired?
A : Around 20 workers
Q : Such a good business !
A : “ OKAY - LAH “
Q : So how your workers help you in your business? Isn’t it they help you
out by selling your products and also make the cendol with you
A : Yes, exactly.
Q : So what’s is your main product and most popular one?
A : OF COURSE IS CENDOL !
Q : So what’s the special product in your business?
A : oh we don’t sell it here , it’s in the other outlets. Such as cendol durian…
Q : Durian?
A : Yes.
Q : Do there have different flavour as well ?
A : Yes, we have 3 different flavours of cendol in our outlets. We have
original flavour, durian flavour and even white coffee flavour.
Q : Oh, so whoever like that kind of flavour , they may order for it?
A : Uh, yes .
Q : So can you estimate how many customers you have per day?
A : Uhm. No, I can’t , but maybe around 500-600 persons per day.
Q : Wow, 500 - 600 per day?!
A : Yes Exactly !
Q : So , when did you started this business? Like since when?
A : Hmm, is around 1930++ years ago, this is the 80th year for our
business.
Q : So who’s the founder of this business?
A : My grandfather.
Q : So, Who are the one to continue this business? You?
A : Yes, it’s me.
Q : From the beginning your family business already started to sell Ice
Cendol ?
A : Yes, we started this business quite a long time ago.
!19

20. Q : So,the original ice cendol consider as the first product that your family
business are selling since the generation of your grandfather ?
A : Uhm, Yes. That’s right.
Q : Besides, did you faced any challenges in this business?
A : Not really, but just a little bit toilsome sometimes.
Q : How about the climates? Will it affect your business?
A : Of course it will. Especially rainy day. It’s really tough for us.
Q : May I know, where’s the first stall located at ?
A : Right Here.
Q : Oh here?
A : Yes. This is our first stall.
Q : Other outlets are in the other states, am i right?
A : Yes, we have different franchises since 90’s , it’s been 35 years .
Q : So in this 35 years do you have any achievement ?
A : To be honest , these few years there’s a lot of tourists in our city. So that
in these 6 years we have become really popular and also a big step of
achievement in our business.
Q : So what you think about the competitors? Do you have to face the
problems ?
A : Yes, of course.
Q : You are so popular, you also have to face the problems?
A : Yes , exactly. But I don’t take it as any bad ways, i take it as positive
ways so that “I CAN IMPROVE MY BUSINESS ”
Q : So in this location, who is the competitor for you?
A : HAHA ! It’s just right in front of my stall .
Q : HAHA. So that , he also have a lot of customers like you right?
A : Yes , Some of my customers will go to that stall when they are confused
about both of our stalls.
Q : So how you solve this problem ?
A : We always provide good services to attract all the customers.
Q : Oh , isn’t like “ What do you want ? have a nice day ”
!20

21. A : Yes, maybe some of them are having a bad day by showing “ mad faces
” when they arrived, but still i will talk to them nicely. Just to make them
have a nice day ahead.
Q : So what you will do to make your business even better ?
A : Currently , we are putting efforts and also attention in our franchising
business. We are doing franchising .
Q : So it’s like you wanted to make your business to become more
successful in different cities ?
A : Yes, but in Malaysia we would not provide too many outlets. Right now,
we are focusing to start up some of our new outlets in Singapore.
Q : It is such an Great Idea ! I wish you all the best in your business ! and I
also hope your business is thriving and successful !
A : Thank you , Thank you !
!21

22. REFERENCES
1. Best Cendol in SS15, Subang jaya Selangor
Retrieved from :
http://www.foodadvisor.my/best-cendol-subang-jaya
2. Best Cendol in SS15, Subang jaya Selangor
Retrieved from :
http://www.burpple.com/rojak-cendol-ss15-subang-jaya
3. TeoChew Ice Cendol In George Town, Penang Road.
Retrieved from :
https://www.youtube.com/watch?v=On_irgPTxWc
4. TeoChew Ice Cendol In George Town, Penang Road.
Retrieved from :
http://my.openrice.com/penang/restaurant/penang-road-famous-teochew-
chendul-george-town/144402
!22

23. Attachments
!23

24. Suggest List Of Interview Questions
1 . What’s The Name Of The Owner
2. What’s The Job Position Of The Owner
3. What’s The Office Phone Number
4. What’s The Name Of The Business
5. What’s The Current Location
6. What’s The Original Location
7. The Number Of Branches
8. The Total Amount Of Employees
9. The Employees Per Branch
10. The Types Of Employees & Job Scope
11. The Main Product Sold
12. Best Selling Product And Its Speciality
13. Estimated Amount Of Customers
1. PER YEAR
2. PER MONTH
3. PER DAY
4. ON SPECIAL DAY
14. The Starting Year Of Business
15. The Founder/Owner
16.The Difficulty Level Of Market Entry
17.The Achievements For Past 3-5 Years
18. Changes For Past Few Years
19. How Many Competitors
20. Strategy To Face The Obstacles
21. Special Ways To Overcome The Business
!24

25. RECOMMENDATIONS
Business 1 : SS15 Cendol
SS15 Cendol may be well known amongst the locals, they have a lot more
places where they can work on and improve in order to succeed like the
famous Penang Road cendol.
Current Area of Improvement Recommendations
Promotions SS15 cendol is well known among
locals mainly because they get
recommended by customers to their
friends. Recently, it has been more
well known because of reviews they
get on Tripadvisor from visitors from
other places. To gain more
customers, I recommend them to
promote their stall more via Social
Medias, newspapers and more.
This will maybe gain attention of a
famous food critic and hopefully
boost their business.
Location of Stall Currently, their stall is not a
permanent. I recommend that they
look for a more permanent location
with proper tables and chairs as
they would need to accommodate
more customers as their business
grow. Customers aren’t exactly
keen on the idea of buying cendol
from a truck and savoring it by the
road without a table.
!25

26. Pest Control Rats are no surprise to locals and
regular customers, but tourist who
visits and dines at the stall aren’t on
board with the ideas that rats run
free or if any of the food came in
contact with any pest. I recommend
that they should hire monthly pest
control to clear the area and try to
keep the rat count from minimal to
none. This will definitely boost their
image in many ways and increase
their popularity.
Personal Hygiene I’ve came across a few complains
how hair is found in their cendol and
rojak and this issue has caused
them a few customers. I
recommend wearing gloves and
hair nets to improve their personal
hygiene image and to save them
from any more customer loss.
!26

27. Business 2 : Penang Road Cendol
Although Penang Road Cendol is famous and well known, the owner is
never snobbish and he treats all his customers well. Penang Road Cendol
has become so well known and successful you will barely notice any flaws
in their business. However there is always space for improvement, even if
it’s just a small amount.
Current Area of Improvement Recommendations
Size of Main Branch From time to time, people would still
take the effort and make the trip to
visit the original stall in Penang, and
the shop is too small to
accommodate the 500-600
customers that they receive daily.
They should upgrade the stall/
restaurant and make it multi level so
customers would not have to wait
long before they could get a seat
and enjoy their bowl of cendol.
Hygiene of Area What I had noticed is that, they
focus on keeping the customers
happy and not the hygiene of the
area. They are always rushing to
settle orders, until a point where
bowls are not collected and left
everywhere until it attracts bugs and
insects.
!27

28. Amount of Staff From the hygiene of the area, I
recommend they increase the
amount of working staff to not only
collect the bowls but to serve the
customers. I noticed a few
customers struggled from ordering
cendol until the point where they
had to get help from the owner of
the Asam Laksa stall.
Quality of cendol at other franchise After having a taste of the cendol
from the original stall, I could not
resist but to have another bowl at
their franchise outlet in Sunway
Pyramid. The taste quality was very
very different and I recommend the
owner checking up on the quality
every now and then to ensure that
the cendol served will always be at
it’s best. This can also ensure
customer loyalty and they will not
lose customers due to one bad
experience at one franchise.
!28

29. Conclusion
To conclude our findings, Penang Road cendol is more successful as
compared to SS15 cendol. Due to the risk they took throughout the years, it
gave them more business opportunities and made them more outstanding.
The first factor why Penang Road cendol is more successful is because
they have franchises in different states and you don’t have to travel all the
way just to enjoy a bowl of cendol. Unlike SS15 cendol, it can only be
found in Subang Jaya. Moving on, Penang Road cendol also branched out
from the classic bowl of cendol to durian flavoured cendol and white coffee
flavoured cendol while SS15 cendol only sells the basic cendol. There are
many pros and cons of both businesses and they should both continue
improving the goods of their business and solve the bads as well. With this,
both businesses will still have the ability to grow and improve.
!29