FNBE MARCH 2015

1. 1

2. 2
SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILD ENVIRONMENT
PRESENTATION TITLE: THE COFFEE HOUSE
GROUPMEMBERS:
Names Presentation/ Research Report Roles.
Kok Ka Shing Leader, Interviewer, Summary, Recommendation
Kimberley Fay Bernard Lo Secretary, Presentation Slides, History, Appendix,
Artistic Cover
Randall Martin Gustaf Video Editor, Conclusion
Chin Cheong Soon Photographer, Cameraman
Yeong Poh Ling Interviewer, Script Writer
Yap Choe Hoong Secretary, Comparative analysis
Chiang Lin chew Description of Business, Reference
ENGLISH II / ENGLISH2 (ELG 30605 / ENG 0205)
LECTURER: Mr. GopiGhantanMylvaganam
SUBMISSION& PRESENTATION DATE: 15 Jan 2016

3. 3
Table of content
1) Artistic Cover
2) Cover Page 1
3) Table of Content 2
4) Summary 3
5) History of Coffee Shops 4-5
6) Brief Description of the Business 6-9
7) Similarities and Difference 10-12
8) Comparative Analysis 13-18
9) Recommendation 19-21
10) Conclusion 22
11) Appendices 23-41
12) Reference 42

4. 4
Summary
For this assignment, we were asked to form groups of 7 people each and this is to ensure
that we can delegate the task of writing each category of the report more evenly. We went
with a concept of coffee shops and as for our theme, we went with olden and modern with
our selection of businesses being an old coffee shop “Chong Kok Kopitiam” and a fusion
coffee house bakery “Tous Les Jours”. The main focus of this assignment is the comparative
analysis of two similar businesses in two different locations. As stated earlier, the businesses
we chose were Chong Kok Kopitiam situated in Klang, Selangor and Tous les Jours located in
Bangsar, Kuala Lumpur. As a result, we can compare an old coffee house to a newer and
more modern coffee house. We went to both locations to conduct an interview in order for
us to gather more information on each of the businesses to write our report. After we had
completed both the interview, we tabulated the data into different categories. In addition,
we decided to combine with another group for the interview at Chong Kok Kopitiam.

5. 5
History of Coffee Shops
Coffee Shops are restaurant that serves coffee and other drinks as well as simple
foods. Based on its name, coffee are its main purpose. Coffee was cultivated in Africa as
early as the 9th century, but it did not reach Europe until the 17th century. However, when it
did, it was met with many different opinions and was still popular although there was a few
who had their negative opinions towards it. The 18th century London coffee house was the
centre of controversy, even to the point of the king trying to ban coffee and close the
establishments.
Coffee shops originated in the Middle East around 1511, it all began as a place where
exotic drinks which are coffee, soon evolved into a place that helped change history. Before
coffee houses arrived in London, the normal social gathering place for people in London
were pubs or taverns. As soon as coffee shops arrived, they were attracting people mostly
because of its newness and the exhilaration feeling from the taste of caffeine. It soon
quickly became another reason to meet, and the coffee shops became a place for
socializing.
Coffee Shops in the Middle East Coffee Shops in London
As for Asian countries, tea was the traditional and common drink but soon coffee
appeared and sparked a large crowd of manufacturers. Coffee was most popular in India
due to their many wide coffee plantation. It soon became one of their largest products for
exportation. The large popularity of coffee was then used in coffee shops that has started
appearing in countries such as China, Japan, Korea and many other countries in the south-
east Asian side.

6. 6
Coffee Shops in Malaysia was said to be introduced by an English military officer
during the period of British colonisation. The Coffee culture in Malaysia was said to be
started with Kopitiam which means coffee shop in the Hokkien dialect. Malaysian Coffee or
‘Kopi’, in general refers to coffees that are made with condensed milk in Malaysia. These
Kopitiams are seen serving their coffee with simple delicacies such as toast. ‘Kopi’ soon
entered the everyday life of Malaysians and became a part of social circle. It built a
harmonic scene where all races gathered in a Kopitiam talking to each other and enjoying
the same Kopi.
Nowadays, the ‘Kopi’ culture started to bloom and made its appearance in city cafes.
It too became the in-thing of the younger generations. The new-style coffee shops are not
the open-air kopitiam of old with marble-top tables and wooden chairs, but Western-style
coffee shops that cater to young, affluent Asians. American chains such as Starbucks and
Coffee Bean became the in-thing for younger generations and are making the greatest
inroads, but they’re not having it all their own way. Studies show that many locally owned
chains also have gone into business and for the recent past years have become very much
visible in Malaysia.
Due to Western culture, coffee shops are making their appearance in Malaysia very
fast with having a very large range in the country. Modern day coffee shops mostly consist
of many different types of coffees including Americanos, Espresso, Lattes, Cappuccinos as
well as iced-coffee called Frappuccino. Another form of modern day Kopitiams are coffee
shops that specialises in coffee as well as the food they serve which are normally bread and
pastries. These shops are mostly coffee shops that merge with bakeries forming a coffee
shop & bakery restaurant.
Interior of old coffee shops
Exterior of old coffee shops

7. 7
Brief Description of the Business
A. Chong Kok Kopitiam , Klang.
Front view of Chong Kok Kopitiam
Chong Kok Kopitiam is currently located at 5, Jalan Stesen, Kawasan 1, 41000 Klang,
Selangor, Malaysia. After the interview, we found out that it was a family business, and it
still is. This shop was established in 1940 and in the year 2015 was their 75th anniversary of
their business. When it first opened few decades ago, it was established by the owner with
his friends. Now, it is passed down to the interviewee’s aunt to operate the shop which are
the 3rd generation owners. The business concept for this shop was to get together with a
few friends to run this business. The main product of this shop is coffee, toasted bread, half-
boiled egg and “nasi lemak”. Most of the customers are Chinese due to the nature of the
food which is common food to Chinese.

8. 8
Location map of Chong Kok Kopitiam
The area where Chong Kok Kopitiam is located comprises of mostly Indians. During the
interview, we could still see customers of different races especially Indians, which there
were quite a few because of the majority of the population there. Chong Kok Kopitiam has
no other branch elsewhere as it can only be found in Klang. It also has no competitors
nearby in the area. The business hour for their shop is from 6.30am-6.00pm every day,
which is 7 days per week without off day. They do not plan to launch new products for the
coming years as well start on advertising. Their future plan is to open branches around the
world.

9. 9
B) Tous Les Jours Coffee Shop & Bakery, Bangsar.
Front view of Tous Les Jours
Tous Les Jours is currently located at 39-41 Jalan Telawi 3, Bangsar, Kuala Lumpur,
Malaysia . This coffee shop & bakery was established 3 years ago in Malaysia in the year
2013. Tous Les Jours did not originate from Paris as it is originated from South Korea. Since
it was first established in 1997, the coffee shop & bakery had their franchise sold over to
United States, Vietnam, China and Malaysia. This branch is located in possibly the most
lucrative corner of Bangsar, two doors down from Sri Nirwana Maju and smack at the
bottleneck tip of Jalan Telawi’s traffic congestion. The space is inviting and warm, with
stacks and rolls of bread on low counters as well as good servings of various types of rich
coffee.

10. 10
Location map of Tous Les Jours
It has 4 branches in Malaysia and has over 400 branches around the world with a
monthly revenue of around RM200,000. Furthermore, it does have competitors around the
area like the famous ‘banana leaf’ restaurant in that area but it only affects a tad bit of their
business. It is just located a few streets away from Tour les Jours and there are some coffee
shop nearby the area as well. Tous Les Jours would keep upgrading every year, for example:-
increasing the variety of choices of the bread, cake and also coffee.
The branch currently does advertisements online on ‘Facebook’. As for their plan this
year, is to open new branches. Every day they try to improve on daily sales and activities to
keep their customers satisfied. Lastly, Tous Les Jours did not encounter any hard times when
it first open its doors as it was already a very famous brand all across the world and the
business is still improving till this day.

11. 11
Similarities and Differences of Chong Kok Kopitiam & Tous Les Jours
DIFFERENCES
Chong Kok Kopitiam Differences Tous Les Jours
This business were founded by Khoo
Chong Kok and Chai Choo. It was
established since 1940, located in
front of the Klang KTM Train station,
and it has been recognized for 75
years. Chong Kok Kopitiam is
originated from five of Hainan
people whom came to Klang and
worked together to establish Chong
Kok Kopitiam. This business started
off as a family business and now it is
the fourth generation. The original
buildings and environments are still
kept to ensure the experience of
what it was like 75 years back then.
Founder and
History
This business was founded by CJ
Group. CJ comes from ‘Cheil Jedang’.
TOUS les JOURS is a French-Asian
Bakery, meaning of ‘EVERYDAY’. It
was established in 1997, it has more
than 400 branches in the world and
there are 4 branches in Malaysia.
Tous Les Jours is a French inspired
Korean bakery serving a unique
selection of bakery goods and
beverages made with the highest
quality ingredients from South
Korea. The first store of Tous Les
Jours opened in Kuala Lumpur on
June 23, 2013.
5, Jalan Stesen, Kawasan 1, 41000
Klang, Selangor, Malaysia
Location Jalan Telawi 3, Bangsar, Kuala
Lumpur.
None in their business area due to
different products sold
Number of
Competitors
A bakery in their business area and
also a coffee shop nearby, but Tous
Les Jours is the best.
Toasted Bread
Boiled Egg
Black Coffee
Type of main
products
sold
Bread
Cake
Coffee
Sandwich
15 workers Employees 13 workers
Daily, 6.30am to 6pm Business
Hour
Monday to Thursday
7.00am – 11.00pm

12. 12
Friday, Weekends & Public Holidays
7.00am – 1.00am
Approximately RM750k Annual
Revenue
Approximately RM2.4 mil
More than 100 customers per day.
Most of the customers are Chinese
due to Chinese Café.
Number of
Customers
More than 200 customers per day.
Customers come from different ages
and races.
They are planning to open a branch
but are lack of workers.
Future Plan Planning a new branch this year
(2016).

13. 13
SIMILARITIES
Chong Kok Kopitiam Similarities Tous Les Jours
Reasonable and affordable Prices Reasonable and affordable
Advertised via Facebook. Advertising Media Advertised via Facebook.
Locals and Tourists Targeted Market Locals and Tourists

14. 14
Comparative AnalysisbetweenChongKok Kopitiamand Tous Les Jours
I. Numberof Competitors
ChongKok KopitiamlocatedinKlang,Selangorcurrentlydonothave anycompetitorswithin
theirarea due to the sellingof differentproducts.AsforTousLesJours,theyhave 3 main
competitorsintheirareawhichare,Sri NirwanaMaju Restaurant,Raj’sBanana Leaf
Reastaurantand OjoCoffee Shop.
II. BriefDescriptionof Competitors
a) Chong Kok Kopitiam has 0 Competitors.
b) Tous Les Jours Top 3 Competitors
1. Sri Nirwana Maju Restaurant
Sri NirwanaMajuRestaurantisa restaurantthatspecialisesinBananaLeaf Rice whichare
vaguelypopularinthe areaand itis currentlythe mostfamousBananaLeaf Rice there.
Duringpeakhours longlineswillbe formedoutside the restaurantascustomer’slineupto
have a taste of the famousBanana Leaf Rice that theyoffer.Althoughthe productssoldare
differentfromTousLesJours,but due to itspopularity,itsomehow actsasa competitive
nature inthe industry.

15. 15
2. Raj’s Banana Leaf Restaurant
Anotherone of the Banana Leaf Rice industry,Raj’sBananaLeaf Restaurantisalsoone of
the popularrestaurantsinthe area. Thoughtheircustomersare not as alwayspackedlike
the previousrestaurantbuttheystill actas a competitiontowardsTousLesJoursas Banana
Leaf Rice productionisknowninthe area receivingmanycustomers.
3. Ojo Coffee House
Basedon itsname,OjoCoffee House specialisesinmakingrichcoffeesaswell asservingfew
bakedbreadsand pastries.Due to thisreason,theyare a part of the top competitorsfor
Tous LesJoursmainlybecause of the productssoldare similarandhence formsa
competitivethreattowardsthem.

16. 16
III. Competition Strategies
Chong Kok Kopitiam Name of Shop Tous Les Jours (TLJ)
Price and quality are
maintained to keep the
customers satisfied, merely to
maintain their regular business.
Product’s variants are kept
minimal and consistent as they
emphasize on the quality of the
food.
Management skill is refined and
it is needed to maintain the
welfare of the long operated
business.
How do the businesses
compete with their
competitors?
The shop is well furnished to
provide an aesthetic look as it is
important for the geographical
location of the shop which is very
prestigious.
Banners are also put up for
advertising purposes.
Quality of the food is ensured.
Also, positive attitude is put into
practice and shown towards
customers to keep the customers
content and establish a stable
relationship with customers. This
can also help to advertise
through words for good
recommendations.

17. 17
IV. Obstacles Faced by New Firms
Chong Kok Kopitiam Name of Shop Tous Les Jours (TLJ)
It is located in an outskirt area
and any new businesses would
only be discovered and
recognized by the local
residents staying nearby.
Other than that, it does not
have much obstacles as the
business’ owner already stated
that there is no necessity and
intention to compete with
others.
Obstacles faced by new
businesses who wish to
enter their markets
today? Are they easy or
difficult to overcome?
Since TLJ has been operating for
years with recognition, new
businesses would have difficulty
to gain recognition. It would
progressively take time to gain
more customers and revenue.
The rental expense in Bangsar is
relatively high and that would be
a setback as the revenue is low
initially and that would cause
them problems in terms of
gaining profit.
Parking also causes a crucial
problem for the location. It is
normally packed during
operating hours throughout the
day and parking area is always
full.

18. 18
V. Nature of the Market
Chong Kok Kopitiam Name of Shop Tous Les Jours (TLJ)
Very monopolistic due to the
food types sold. Even though
there are not many variety of
food, a few hot selling food
such as their coffee and toast
would be enough to dominate
the market in that particular
area.
The proximity of the locals
(mainly the senior citizens) to
the shop plays an important
role to regulate their routine
there as a hang-out and tea-
time spot.
As for the foreign customers, it
is very dependent on the
customers’ taste and cravings
to make an effort to travel to a
rural area for the food.
What is the nature of
the market?
Perfectly competitive as the
location suggests that there are
many shops selling food and
beverages around. The prices do
not affect much in such
prestigious location for nearby
residents who are well-funded.
The demand of the customers
are looked into, for example: -
trend and popularity, aesthetic
value of products, environment
provided and health conscious
products (not only food).

19. 19
VI. Comparative AnalysisSummary Table
Competitive Traits Chong Kok Kopitiam Tous Les Jours
1. Number of
Competitors
0 within the area 3 within the area
2. Barrier to Entry
(New Firms)
Weak barrier to entry
Barrier to entry is weak
because as stated before
business owner do not have
any intention to build
competition
Strong barrier to entry
Area is already known with many
similar business that have
already been in the area longer
hence gaining new customers
will be tough
Start-up capital is high due the
area, Bangsar, having high rental
expenses
Difficulty in obtaining a license
3. Differentiated or
Standardised
Products
Differentiated Products
Self-products are sold such as
coffee mug sets.
Differentiated Products
Provides good customer service
Strategic Location
4. Pricing Power Price Taker
Fixed price according to the
market price that are
determined by the supplies
and demand
Price Taker
Shop does not fix high prices on
their products to avoid their
customers from switching to
other coffee shops.
Fixed price according to the
market price that are
determined by the supplies and
demand.

20. 20
Recommendation
1) Chong Kok Kopitiam
This 76 year old coffee house can be considered a very successful coffee house as it has
lasted so long. They offer some very rich freshly brewed coffee and fresh bread toast as
well. Because of this, it attracted many customers to this coffee house over the years.
However, improvements could be made to this 76 years old shop and here are some
recommendations on how to improve it.
a) Fully utilise the digital cashiering system
Cashier counter at Chong Kok Kopitiam
The current owner is currently not fully utilising the digital cashiering systemand instead is
using the manual way of managing all the bills. By using the digital cashiering system, they
could reduce the waiting time of customers waiting to pay.

21. 21
b) Redecorate and repaint the interiorand exterior
Kitchen area that needs touch ups
They could do some upgrade to the paint job of the entire shop as it is quite old and the
paint on the walls are also flaking. Besides that, they could also decorate the interior of the
shop to make it more attractive and in return this could help them attract more customers.

22. 22
2) Tous Les Jours
This coffee house started its business in 1997 in South Korea and in today’s time it has
grown into a well know coffee house around the world. They took the concept of a French
bakery and combined it with a coffee house to create the modern coffee house. They offer a
variety of freshly baked pastry and breads and also freshly brewed coffee. Although it is a
fairly new shop and a nice one too, some improvement could be made to improve the shop
and its business.
a) Expand the shop
Indoor dining area at Tous Les Jours
The current shop is a little small and this causes a problem when the shop is at its peak
hours like lunch and dinner time as there is not enough space to place a few more extra
tables for the customers. So by expanding the shop, they could place more tables and in
return be able to serve more customers.
b) Have more advertisements and promotions
They currently only does their advertisements online which is only at their Facebook page.
They should have more advertisements to rake in a bigger crowd to their shop. Not only
could that, having a promotion once in a while potentially increase their profits as more
people would be attracted by their promotions.

23. 23
Conclusion
According to the comparative essay, Tous Les Jours which is located in Bangsar
Village is more commercially successful as compared to Chong Kok Kopitiam located in
Klang. Critical analysis, justifications, research and the application of economic principles
have supported this statement.
First of all, they have a very large variety of products within their arsenal for Tous Les
Jours compared to Chong Kok Kopitiam. Tous Les Jours is considered a western company
based on the products and services they provide as they have western methods in preparing
their drinks and foods whereas Chong Kok Kopitiam is a very traditional style restaurant
serving people with drinks and foods we normally find in a Malaysian originated restaurant.
The difference between the premises makes them perform very differently in terms of
revenue and profit gains per annum. The factors contributing to this are in fact that the
pricing of products and also the variety of products sold plays a big role in differentiating
both premises. Tous Les Jours has a vast inventory of yield for customers to indulge in such
as different types of coffee, baked goods and also savoury meals for breakfasts and lunches.
On the other hand, Chong Kok Kopitiam has a very simple menu for customer to refer to and
serves the very usual menu you see around Malaysian kopitiam restaurants.
The location of the premises also plays a tremendous role when it comes to bringing
in customers. Tous Les Jours, located in Bangsar Village, is a very strategic location as it is
situated within a densely populated area. This enables nearby residents to access the
following shop with ease. Though the parking within the area is limited due to its small
streets, the number of customers visiting is still impressive. Customer age ranges from teens
to seniors and this wide age group empower the abundant flow of customers to this
premise. For Chong Kok Kopitiam, the location is still noticeably strategic as it is located
within the busy streets of Klang. But due to this premise being very far from the main city
area, a constant flow of new customers are not in their grasp. Their customers are
composed by mostly seniors or old people inhabiting nearby residences. Therefore, a large
amount in flow of customers will equate to large sums of revenue and this could be said for
Tous Les Jours.
Lastly would be the uniqueness of the premises as there aren’t a lot of shops similar
to Tous Les Jours as they are a French–Korean fused style bakery, café and lunch area; that
adds more to its popularity thus pulling more customers. This couldn’t be the same for
Chong Kok Kopitiam because there are a lot of kopitiam stores nearby its current location.
Instead of pulling new customers, they rely on loyal customers to the restaurant. In
conclusion, both premises are unique in their own way and provide customers different
experiences whether to experience the western cuisine or more of a local style cuisine.

24. 24
Appendices
Questions and Answers from the Interview
Brief Description of the Business – Chong Kok Kopitiam, Klang.
I. Name
Chong Kok Kopitiam
II. Location
Klang, Selangor
III. Number of branches and employees
No branches and has 15 employees
IV. Main products provided
Coffee, Toast Bread and Eggs
V. When did the business started?
1940
VI. Who are the founders of the business?
Khoo Chong Kok and Chai Choo
VII. What was their motive(s) for starting the business?
To work together as a group of friends to establish a business together that could
last for a long period of time.

25. 25
VIII. Their recent development
(i.e. What has the business accomplished and what are the changes that has
occurred for the past years)
Chong Kok Kopitiam’s business has bloomed into one of the best known coffee shops
in the neighbourhood. Achieving 75 years in the business, they had gained many
regular customers whom are constantly supporting them for the past 7 ½ decades.
As for their recent development, the shop had installed a CCTV controlled system
located inside the shop.

26. 26
Comparative Analysis of the Business
1. Number of competitors in their respective geographical markets
0 Competitors
2. Besides business competitors, what are the other challenges faced?
To ensure new customers will come back and constantly visit their shop, Chong Kok
Kopitiam faces a challenge to ensure their quality of food and services are always in
the best quality for the past 75 years.
3. Brief bio of each business’ top 3 competitors (E.g. Who are they? What are their
products? etc.)
No bio for business’ top 3 competitors due to having no competitors at their area.
4. How do the business compete with their competitors? What strategies were/are
used and how successful are they?
No competitors are found that would harm their business in their area. Also,
strategies that are used in their business are always ensuring the products and
services are in the best freshness and in high quality for their customers.
Furthermore, employees are all friendly and always puts their customers as their
first priority giving them a welcoming feel whenever they would visit their shop. The
strategies used by their business are reasons why their business are still running
after 75 years, in addition with the good image that they would always portray.
5. New business’ who wish to enter their market, faces what kind of obstacles? Is it
easy or difficult? Why?
Newcomers to the market should be mentally and physically prepared as long hours
are needed to be in the process. This is because shop owners are responsible for the
safe keeping of their shop as well as their employees hence, they must always be
present in the shop. Furthermore, they would need to build good relationships with
the suppliers for their materials they would need to ensure they would receive the
ones that are best quality. Also, observing the market price and the price set by the
competitors is an important step to see how and what pricing are suitable for their
business. Lastly, this type of business is mostly suitable for individuals who are
interested and have knowledge in the food & beverage market as it will be a difficult
and mundane task.

27. 27
APPENDIX II: List of Interview Questions.
1. Can you introduce yourself?
I am the 4th
generationownerof ChongKokKopitiamandIam a studentwhoworks
part time inmy familybusiness.
2. Whenwas your businessfounded?
It was foundinthe year1940 and lastyear (2015) we celebratedour75th
anniversary.
3. Can you give a briefhistory of your business?
My great-greatgrandfatheropenedthisbusinesswithhisfriendsbackthenandnow
it isoperatedbymy aunts.
4. What was the concept behindthe business?
The concept wasjusta bunchof friendswhowantedtoopenaKopitiambusiness
5. How many office branches/ storesdo you have?
No branchcurrently
6. How many workers are there currently?
15 workers
7. What are your main products or services?
Our mainproductsare coffee,toastbreadandkampongeggs.
8. Whoare your customers?
Our customersare mainlyChinese whoare of middle-agedtoseniorcitizens.
9. What is your businessannual revenue figure?
Our revenue isoverRM50,000 withoutGST
10. Are there any difficultiesthatyou are facingnowadays? If so, what are they?
Lack of managementskills
11. Whoare your top 3 competitorsin this business?
There are nonearbycompetitorsasthe shopsin the area are all of different
productssold
12. What time doesyour businessstarts operatingand whendoesit close?
Everyday from 6:30am-6:00pm
13. Does the surrounding competitorsaffect your pricing?
No competitorsare foundsothe pricingisnot affected

28. 28
14. Do you do any kind of advertisinginorder to promote your business?
No advertisingisdone topromote ourbusiness
15. Are you planningto launch any new products?
No we wouldlike tostayconsistentof whatwe are rightnow
16. What are the future plans you have for your business?
We hada planto opena new branch butdue to lack of workersitwas not done.

29. 29
Brief Description of the Business – Tous Les Jours, Bangsar
I. Name
Tous Les Jours
II. Current Location
Bangsar, Kuala Lumpur
III. Number of branches and employees
4 branches within Malaysia and over 400 branches around the world. Consists of
13 workers.
IV. Main products provided
Coffee, Bread, Cakes and other sandwiches.
V. When did the business started?
This branch opened 3 years ago (2013) but the franchise started in 19 years ago
(1997).
VI. Who are the founders?
Korean company, CJ Group.
VII. What was their motive(s) for starting the business?
To bring about French-Asian baked foods as well serving western style coffee to
citizens of South Korea.
VIII. The recent developments
(i.e. What has the business accomplished and what are the changes that has
occurred for the past years)
Tous Les Jours has been up and running for the past 3 years now and has
received many compliments from their customers. Hence, they have been
constantly doing better every day for the better of their customers and this was
the biggest accomplishment. Alongside, with only a recent start-up they are
happy that their business are going well till this day.

30. 30
Comparative Analysis of the Business’ Competitive Traits
1. Number of competitors in their respective geographical markets
3 competitors
2. Besides business competitors, what are the other challenges faced?
To ensure newcomers who visited their shop will return and constantly visit their
shop, Tous Les Jours undergoes the challenge of providing fresh baked goods as well
freshly brewed and high quality coffee to the customers. Other than that, coming up
with new ideas for the design of their packaging are also a challenge as customers
will tend to purchase with packages that are more presentable.
3. Brief bio of each business’ top 3 competitors (E.g. Who are they? What are their
products? etc.)
a) Ojo Coffee Shop – Coffee are their main products as well as serving few bread
and pastries
b) Raj’s Banana Leaf Restaurant – Specialises in selling banana leaf rice
c) Sri Nirwana Maju Restaurant – Most popular banana leaf restaurant in the area
4. How do the business compete with their competitors? What strategies were/are
used and how successful are they?
For the past 3 years after opening their branch, the business has been doing well
mainly because it is a famous brand that getting customers were quite easy although
there were times when in the early months of opening that it was difficult because
their franchise was not so popular in the area. Furthermore, Tous Les Jours always
provide a warm and welcoming service to their customers. Lastly, the use of
advertising through the internet in Facebook are one of the ways they became more
known and successful.

31. 31
5. New business’ who wish to enter their market, faces what kind of obstacles? Is it
easy or difficult? Why?
Business’ who do wish to enter their market will face many kinds’ obstacles. Many of
which are being self-prepared in the work load that they will face in the future. This
is because every new business requires a lot of mental and physical preparation as
long hours are to be endured. Furthermore, developing key relationships with
suppliers is a task as they would need to make the ingredients they receive are of its
highest quality. Other than that, a huge amount of capital is needed to open up a
coffee shop and coffee beans are not cheap. Lastly, going for this field of market has
its own level of difficulty depending on the interest and dedication the individual is
ready to face.

32. 32
APPENDIX II: List of Interview Questions.
1. Can you introduce yourself?
My name is Gino and I am working as a Barista here. I have been working here for
two years now.
2. When was your business founded?
It was developed in Malaysia 3 years ago.
3. Do you need any specific knowledge in order to start this business?
Employees are required to know how to do everything that are required to keep the
shop in its best quality. Only professionals are allowed to be in the kitchen and
baking area.
4. Can you give a brief history of your business?
Tous Les Jours is a Korean company but took up French words for their name. It was
first found and established in th year 1997 in South Korea.
5. How many branches / stores do you have?
In Malaysia, there are only 4. There are over 400 in the world.
6. What are your main products or services?
Our main products are breads, cakes, coffee and various other foods.
7. Who are your customers?
Customers consist mainly of mothers, young professionals and individuals of late
20’s and above.
8. What is your business annual revenue figure?
The revenue is about RM200,000 per month.

33. 33
9. Who are your top 3 competitors in this business?
The top 3 competitors are 2 banana leaf shops nearby and Ojo Coffee Shop which is
the main competitor.
10. Do you do any kind of advertising in order to promote your business?
So far we only do advertising through Facebook.
11. What does the future hold for yourbusiness?
Hopefully by this year, we can successfully open a new branch.
12. What difficulties you faced when you started up your business and after you
started up your business?
Starting up the business, getting customers was not that hard. The biggest difficulty
was that this franchise started unpopular. At first it was hard but we are doing better
every day.
13. What are your recent developments or accomplishments you had in your business?
Doing better day by day and fulfilling the customers’ needs are the biggest
accomplishments that we achieve constantly.

34. 34
APPENDIX
This appendix includes a compilation of interview documents and photos of the two coffee
shops showing the contrast between the olden day and modern day coffee shop. It also
includes information of their respective competitors that were recorded in the process of
investigating, analysing and comparing both businesses.
a) Chong Kok Kopitiam, Klang, Selangor
Front view of the shop
Inside view of the shop

35. 35
Interviewers together with the 4th
generation owner
Worker making “teh”

36. 36
b) Tous Les Jours, Bangsar, Kuala Lumpur
Menu at Tous Les Jours
Display of assorted cake sold there

37. 37
The Baking area of Tous Les Jours
Outside View Of the shop

38. 38
Minutes of Meeting 1
Date: 5th
January 2016
Time: 2:00pm – 3:30pm
Venue: Collaboration Room 1, Taylors University Library
Attendees:
Name of Group Members Tutorial Group Role
Kok Ka Shing Friday 2:00-4:00pm Leader
Kimberley Fay Bernard Lo Friday 2:00-4:00pm N/A
Yeong Poh Ling Friday 2:00-4:00pm N/A
Chiang Lin Chew Friday 2:00-4:00pm N/A
Yap Choe Hoong Friday 2:00-4:00pm N/A
Randall Martin Gustaf Friday 2:00-4:00pm N/A
Chin Cheong Soon Friday 2:00-4:00pm N/A
Minutes:
No. Activity Actions Taken By Details
1. Introduction Kok Ka Shing Briefedonthe assignment
and task need to be done
for the submission
requirements.
2. Research All Members Each researched on
business that are best
used to focus on
3. Discussion All Members All members gave their
points and opinions and
on what type of business
to focus on.
4. Voting Session All Members Top 3 choiceswere picked
out and each member
gave their vote on which
business is suitable
5. Conclusion Kok Ka Shing Concluded all discussion
and made the final
decision based on the
number of votes.
Confirmed next meeting
session
6. End All Members Meeting adjourned

39. 39
Minutes of Meeting 2
Date: 7th
January 2016
Time: 2:00pm – 3:00pm
Venue: Collaboration Room 1, Taylors University Library
Attendees:
Name of Group Members Tutorial Group Role
Kok Ka Shing Friday 2:00-4:00pm Leader
Kimberley Fay Bernard Lo Friday 2:00-4:00pm N/A
Yeong Poh Ling Friday 2:00-4:00pm N/A
Chiang Lin Chew Friday 2:00-4:00pm N/A
Yap Choe Hoong Friday 2:00-4:00pm N/A
Randall Martin Gustaf Friday 2:00-4:00pm N/A
Chin Cheong Soon Friday 2:00-4:00pm N/A
Minutes:
No. Activity Actions Taken By Details
1. Introduction KokKa Shing Briefedonthe meeting
topicsand assignedworks
to each member
2. Research All Members Researchedforcommon
interview questionsand
how Coffee Shopsare
conducted
3. Discussion All Members Discussedandfinalisethe
interview questions
Setthe interview dates
Gave outwork forthe
interviewertoeach
memebr
4. Settingthe
Appointment
KokKa Shing Shingmade appointments
to meetwiththe
interviewee onthe 9th
of
January2016 in the
afternoon.
5. Planningthe Itinerary All Members Everyone plannedthe
itineraryforthe interview.
6. Delegationof Work KokKa Shing Delegatedindividualjobs
to each membersevenly
to ensure smoothssession
inthe interview.
7. Conclusion KokKa Shing Recap oneverythingthat
has beendiscussed
8. End All Members Meetingadjourned

40. 40
Table 2.1 Rolesand Duties of Each Membersfor Interviewat Klang
Group Members Roles
Kok Ka Shing Leader
Video Recorder
Kimberley Fay Bernard Lo Take Photos
Yeong Poh Ling Interviewer
Chiang Lin Chew Record Information
Yap Choe Hoong Record Information
Randall Martin Gustaf Take Photos
Chin Cheong Soon Take Photos

41. 41
Minutes of Meeting 3
Date: 9th
January 2016
Time: 1:00pm – 3:00pm
Venue: Chong Kok Kopitiam, Klang, Selangor
Attendees:
Name of Group Members Tutorial Group Role
Kok Ka Shing Friday 2:00-4:00pm Leader
Kimberley Fay Bernard Lo Friday 2:00-4:00pm N/A
Yeong Poh Ling Friday 2:00-4:00pm N/A
Chiang Lin Chew Friday 2:00-4:00pm N/A
Yap Choe Hoong Friday 2:00-4:00pm N/A
Randall Martin Gustaf Friday 2:00-4:00pm N/A
Chin Cheong Soon Friday 2:00-4:00pm N/A
Minutes:
No. Activity Actions Taken By Details
1. Introduction Kok Ka Shing Short briefing on the
assigned work
2. Discussion All Members Revised on the
information that was
gathered
Analyse and interpret the
information gathered
3. Research All Members Extra research was
conducted to support
information that was
gatheredforthe interview
4. Announcement Kok Ka Shing There was a changed in
plan,original interviewee
was to be arrivinglate and
soon changed to
interviewing the 4th
generation owner of the
shop.
5. Conclusion Kok Ka Shing Recap on all discussed
matter
6. End All Members Meeting adjourned

42. 42
Minutes of Meeting 4
Date: 13th
January 2016
Time: 12:00pm – 2:00pm
Venue: Tous Les Jours, Bangsar, Kuala Lumpur
Attendees:
Name of Group Members Tutorial Group Role
Kok Ka Shing Friday 2:00-4:00pm Leader
Kimberley Fay Bernard Lo Friday 2:00-4:00pm N/A
Yeong Poh Ling Friday 2:00-4:00pm N/A
Chiang Lin Chew Friday 2:00-4:00pm N/A
Yap Choe Hoong Friday 2:00-4:00pm N/A
Randall Martin Gustaf Friday 2:00-4:00pm N/A
Chin Cheong Soon Friday 2:00-4:00pm N/A
Minutes:
No. Activity Actions Taken By Details
1. Introduction Kok Ka Shing Short briefing on the
assigned work
2. Discussion All Members Revised on the
information that was
gathered
Analyse and interpret the
information gathered
3. Research All Members Extra research was
conducted to support
information that was
gatheredforthe interview
4. Announcement Kok Ka Shing There was a changed in
plan,original interviewee
was busy at the moment
and soon changed to
interviewing the barista
5. Conclusion Kok Ka Shing Recap on all discussed
matter
6. End All Members Meeting adjourned

43. 43
Reference
ChongKok KopitiamDocumentaryMarch2014 (2 April 2014). Justine Ee
https://www.youtube.com/watch?v=a4OBdhYrrUI
Danial Radzmi (2014). RetrievedFormWebsite: http://www.businessinsider.my/the-growing-
market-of-small-coffee-shops-in-asia/#y5eFeOjWjqdxfmAk.97
Edward Rajendra(12 December2015). 10 placesto visitinKlang.The Star Online.RetrievedForm
Website
http://tlj.com.my/
KhushbuShah (30 December2015). PasteriesborninFrance,raisedinSouthKorea.EATER.
RetrievedFromWebsite
Markman Ellis(2004). The Coffee House.UnitedKingdom: OrionPublishing;FirstEditionedition
Michael Backman (2006). RetrievedFormWebsite: http://www.theglobalist.com/asias-coffee-shop-
revolution/
Stefanie Spencer(2009).RetrievedFromWebsite: http://ineedcoffee.com/the-coffee-house-a-
history/
WilliamH.Ukers(2012). All AboutCoffee.UnitedStates: AdamsMedia;Abridgededition
UllaHeise (1997). Coffee andcoffeehouses.UnitedStates: SchifferPublishing