This document provides background information on two shoe businesses - Sinseng Shoe Enterprise and Linsim Trading - that are being compared in a student presentation. It gives details on the history, location, products/services, employees, customers, and recent developments of each business. For Sinseng Shoe Enterprise, it describes how the business has been passed down through three generations of the family. It also highlights some of the shop's unique products and achievements over its 66 years of operation. For Linsim Trading, it outlines how the business evolved from a home shoe-making operation to a trading shop. The document concludes by listing some of the competitive traits of each business, such as main competitors and strategies used.

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8. SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILD ENVIRONMENT
PRESENTATION TITLE: STEPS
Names Presentation / Research Report Roles.
ENGLISH II / ENGLISH 2 (ELG 30605 / ENG 0205)
LECTURER: CASSANDRA WIJESURIA
SUBMISSION & PRESENTATION DATE: 5/6/2015 12PM
GROUP MEMBERS :
AARON CHONG YU HO 0320270
ABDULLAH MAMODE 0319562
CHONG CHIN PIN 0319595
EE YUN SHAN 0319990
ESTHER CHUAH 0321422
TAN CHIN YIN 0320080

9. TAN JINGWEI 0320137

10. Content
TITLE P
G
1
.
Key summary 1
2
.
History of trade 2
3
.
Descripton of Sinseng shoe enterprise 4

11. 4
.
Descripton of Linsim Trading 1
4
5
.
Comparative Analysis 1
7
6
.
Recommendation 2
6
7
.
Reference 2
8
8
.
Appendices 2
9

13. Key Summary
A shoe is an item of footwear intended to protect and comfort
the human foot while doing various activities. The shoes might
as a important tools or decorative item for your foots , but other
people might treat it as their fortune in their life. In here, we had
compared and analyse Ginseng shoe enterprise and Linsim
Trading which both of them are involve in similar industry but
located at different geographical locations. The aspect that we
had compared are the ages of business, range of customers,
their competitors and their strategies used to overcome the
difficulties and others. Conclusion, Ginseng shoe enterprise is
more commercially successful and the owner of family have
pass the business to 3 generation.
( 121 words )

14. Description of the History of the trade
Shoes have actually been around for thousands and
thousands of years. You can’t say that shoes were “invented”
so much as they have “evolved” beyond certain specifications
that made them different back then than they are today. Various
citizenries from all over the world throughout history had some
sort of leather that they put on their feet in order to make
walking around less of a hassle and less of a danger to your
feet. The only different is that, the way in which we make these
feet covering today is vastly different then the way we did it over
40,000 years ago.
Sandals were the most common footwear in most early
civilisations; however, a few early cultures had shoes. In
Mesopotamia, types of soft shoes were worn by the mountain
people who lived on the border of Iran. The soft shoe was made
of wraparound leather, similar to a moccasin. As late as 1850
most shoes were made on absolutely straight lasts, there being
no difference between the right and the left shoe.
Jan Matzeliger born in 1852 and was an African American
inventor best known for his shoe-lasting machine that
mechanically shaped the upper portions of shoes. He found
employment in a shoe factory and became interested in the
possibilities of lasting shoes by machine. Working alone and at
night for six months, he produced a model in wood and on
March 20, 1883, received a patent. His invention won swift
acceptance and within two years had largely supplanted hand
methods in Lynn.
His patent was subsequently bought by Sydney W.
Winslow, who established the United Shoe Machine Company.
The continued success of this business brought about a 50%
reduction in the price of shoes across the nation, doubled

15. wages, and improved working conditions for millions of people
dependent on the shoe industry for their livelihood. He received
several other patents for shoe-manufacturing machinery,
including an improved model of his first lasting machine.
With over 100 years of shoemaking history, Malaysia’s
shoe industry has experienced tremendous growth in spite of
stiff competition from neighbouring countries. The industry’s
humble roots can be traced back to the early 1900s, and it was
Penang that played an important role, becoming a hotspot for
flourishing shoe businesses and thus heralding the remarkable
development of the shoe-making industry from its beginnings to
what it is today.
The modern-day industry has changed its focus from an
emphasis on original equipment manufacturing to marketing
and selling its very own brands in the international arena. The
Malaysian footwear industry’s emphasis has also gradually
shifted to design and quality, mostly due to the emergence of
China in the market, where labour and production costs are
lower. Now world-renowned for its locally made products, the
stylish designs and top-notch quality of Malaysian shoes have
made them one of the most sought-after products in the global
market.
It is also a great source of national pride that Dato’ Jimmy
Choo, one of the world’s most famous shoe designers, is a
Malaysian and an official Tourism ambassador for the nation.
Last year’s festival included a gallery showcase of Choo’s
works inspired by the Year of the Dragon, which drew the
crowds. Other highlights from the 2012 event included a
Rainforest Shoe House, a Wedding Shoe Wonderland, a Young
Designer corner, as well as a foot health corner (complete with
massages to pamper your feet!).
Since nowadays people have become more and more
fashion minded, they feel and are more interested in buying
beautiful, nice and good shoes. Some like to wear classic while

16. the other want to wear sporty shoes. As businesses get on
expanding years after years, same become of the models of
shoes of different brands. Favourite brands that people knows
are for example “Bata” a famous shoe shop in the world,
Adidas, Nike, Aldo and many others. So here we are comparing
two different shoe shops which are Sinseng Shoes from
Penang and Lin Sim Trading from Pel.Klang

17. SINSENG SHOE ENTERPRISE
Current Location: Jalan Gurdwara 10300 P. Pinang
Shop and The Environment: The shops are all opposite the shopping malls
(GAMA Mall)
Business Started: Year 1946
Age of Business: 66 years
Number of Branches: 2
Employees: Most of the employees are family members
Main Service: Selling existing product of shoes and accessories
: Provide personal tailored shoes
Customers’ Background: Most of the customers are Chinese
Range of Customers: Most of the customers are the regulars
Organisation Chart: Boss and staffs
Working Days/ Time: Whole week except Sunday, open even when public
holiday. During New Year time, they will open after the first week.

18. In the past, most of the people in George Town opened tailor and shoe
business. Year 1946, Sinseng Shoe Shop was started to operate at that time.
There are 3 shoe shops in total. Singseng was the first and main shop Family
Chee. Then, it come out with two branches after years. One of the branch has
the same name which is also Singseng and the other is named Flash Steps
Enterprise. The founder of the business is the boss, Mr. Chee Min’s father,
Mr. Chee Kim Seong .
The shoe shop is opposite the Gama
shopping mall. It located at a strategic
place. There have many local people
and tourists pass by everyday.
Sinseng
Shoe Shop
Current Location: Jalan
Gurdwara 10300 P. Pinang
The shoe shop is opposite
the Gama shopping mall. It
located at a strategic place.
There have many local
people and tourists pass by
everyday.

19. Why named Sinseng?
The shop was named by the current boss, Mr. Chee Min’s father, Mr.
Chee Kim Seong (founder). The meaning of the shop, Sinseng is new
beginning. He believed that everything also will have a new starting point
even though the bad things. Besides, the founder also hope that his family
and him can have a good starting point in Pulau Pinang after moved to Pulau
Pinang.
Brief
History of Sinseng Shoe Shop
The founder, Mr. Chee Kim Seong (Boss’s father) came from
Shanghai, China, the boss was only 11 years old at that time. They went
around Hong Kong, Singapore and finally they came to Pulau Pinang.
They felt comfortable at Pulau Pinang hence they stopped their steps at
here and landed here to start a business. At that time, the British’s culture
strongly influenced the fashion of the people in Pulau Pinang included the
dress, shoes and others. Therefore, the founder had decided to start a
business of shoes. After some years, due to the dislike of study, the boss,
Mr. Chee Min learned all of the skills from his father and took over the
business.

20. The right person
is Mr. Chee Min
and the person
standing next to
him is his brother,
Mr. Chee Wai.
Boss’s Name:
Chee Min
Age: 75 years old
Gender: Male
When, he was
young, he did not
like to study so he
followed his father
to learn the
techniques of making shoes. After years, he took over the business from his
father. He cooperate with his brother to manage the shop. Mr. Chee Min was
responsible for making shoes and his brother did the marketing. They had
success to establish two branches.
Todays, he is in semi-retirement. He act as a shopkeeper at the main shop.
He passed the jobs like making shoes to his apprentices. Besides, he also let
the other younger family members to manage the shop’s finance and
management.

21. This is the shoe shop which is also under family Chee but it has a different name from
the other two because it was established by Mr. Chee Min’s brother, Mr. Chee Wai. Its
shop name is Flash Steps Enterprise.
The main and first shoe shop for Family
Chee. It was opened by the current boss,
Mr. Chee Min’s father. It is manage by Mr.
Chee Min now.
This is one of the branch of Sinseng Shoe
Shop. It is manage by Mr. Chee Wai’s wife.

22. Sinseng Shoe Shop sell existing products such as other brand shoes and their own
made shoes. They are selling formal shoes, sport shoes and others. Besides, they also
provide personal tailored shoes.
In addition, they also selling slippers. People also can ask
them to help you to make a comfortable slipper.
All the Sinseng Shoe Shop’s products will have
a obvious characteristic which is all of them will
have the word, ‘SESTINI’ and their logo.

23. Sinseng Shoe Shop also famous because of his personal tailored dancing shoes. In the
past, many local people even tourists also like to come to buy the shoes. Some of them
also like to ask the shop to help them to make dancing shoes. The shop will follow the
fashion at that time to produce shoes.
Recent years, the shop also
help people with orthopaedic
problems make shoes, to suit
their needs. This need to
thanks to Clifton Chee who is
the family’s third generation to
run the shop. He is the one
who start and support this
service.

24. This is the oldest shoe in the shop. It was made from Mr. Chee Min in year 1974. It
already have 41years. One of the pair of this shoe was placed in the main shop to let
others to see. Then, the another part was put at home. This shoe is very heavy because
it has wood as its base and leather as its body.
ACHIEVEMENTThis pair of shoe had be
published in newspaper includes local newspaper
and oversea newspaper. Many journalists and
reporters had came to interviewed these shop
because of the shoes above and the shop’s good
workmanship in making shoes.

25. This is the shoe which is more than 20 years. It also is the products made from Mr.
Chee Min. It is different from the shoe above. It is lighter because it made from plastic
materials.
This pair of shoe was made during 80s. At that
time, people like to dance in the disco place.
They would like to compare their dancing
techniques, hairstyle, clothes and shoes.
Therefore, many people come to ask Sinseng
Shoe Shop to help them to make their own
style shoes at that time.

26. Description of Linsim Trading
This section provides background information about the businesses such
as:
i) Their names: Lin Sim Shoes Trading

27. ii) Telephone: 03- 33487207
iii) Current locations: 36, Jalan Tiara 4, Bandar Baru Klang,
41150 Klang, Selangor
iv) Brief history about the shop: Madam Khoo’s family members
started making shoes in early 20th
century at home, all the shoes
making materials are from China, after they had designed some
shoe models, they will send it to factories for mass production,
then they sell it to third parties such as wholesalers, retail shops
or even night market stalls. After they have made some profit,
they bought a shop lot and started to employ twenty foreign
workers to manufacture the shoes themselves and hence they

28. gain a lot of money. After some times, the workers were not
satisfied with their salaries and decided to boycott the business,
they purposely make bad quality of shoes, eventually the
business went down tremendously until they were forced to stop
making any shoes, and therefore they have to convert their shoes
manufacturing business to shoes trading in year 1999 until this
present day.
v) Number of branches: No yet to have any branches.
vi) Number of employees: Around thirty people working for the
business at the beginning stage, now only left with six working
people
vii) Organizing chart:

29. Madam Khoo and her husband Mr.Lee
Chun Lim and his wife Choon Sim and his wife
viii) Main products or services: Basically this shop sells all kinds of shoes but the
most sellable shoes are leather shoes, safety boots, slippers and children
shoes. Besides that, it also provide some custom- designed shoes.
ix) Operating hour: 8.30 in the morning to 5.30 in the evening
and sometimes up to 7 in the evening every day except for
national public holidays.
x) Estimated current number of customers: There are three to
four customers on average that visits the shop every day, most of
the customers are Madam Khoo’s regular customers.
Occasionally there will be some new customers that heard of the
shop through their friends. Generally, the targeted market of this
business are people staying around the neighborhood especially
middle aged man, children and workers in the construction
industry.

30. xi) When were the business started: The business was founded
in early 20th
century as a home business, and the shoes trading
business was started in 1999. It has operated for 16 years until
today.
xii) Who are the founders: Madam Khoo (012-6010802), she has
two son who name Chun Lim and Choon Sim, so she combined
their last name Lin and Sim as the shop name.
xiii) What was their motive for starting the business: Madam Khoo’s
father learnt to make shoes from China when he was young, after
some years he came to Malaysia and was married, then he
started a small shoes making business to sustain the family.

31. xiv) Their recent development (i.e. what has the business
accomplished or what changes have occurred in the business
over the past 3 - 5 years):
There is no new development in their business, Madam Khoo
plans to retire within this five years, the succession plan of this
business will be pass to her two sons. For this moment, they will
continue to work hard, manage well and to provide utmost good
services to satisfy their customers.

32. Comparative analysis of competitive traits
Business 1：SinSeng shoes shop
As Sin Seng shoes shop located in Georgetown, Penang which is a
popular tourist destination, it encounters several competition with many
other shops. This is due to the fact that many businesses realized the
opportunity to earn profit in this area due to high demand for shoes shops.
A lots of shoes shops. Perfect competition occurs to each other. To
emulate with other shops, each shoes shop offered or have promotions
with a lower price possible.
Competitors
The top 3 competitors are Hong Kong shoes shop, Nyonya beaded shoes
shop, shoes shop in 1st
Avenue. They are nearby to Sin Seng shoes shop.

33. COMPETITOR 1 : Hong Kong shoes shop
This shoes shop is located at Kimberly Street of Georgetown, Penang
which is a prosperity street making it very noticeable by tourist as a
potential business place. It might seem old, but it sold many different type
of beautiful shoes and the prices of shoes are cheap.
COMPETITOR 2 : Nyonya beaded shoes shop
This shoes shop selling Nyonya beaded shoes for 40 years. The
shopkeeper designing, cutting, sewing and stringing together shoes that
used to be popular in local. Although the prices of the shoes are quite

34. expensive around RM450 – RM1200, but the manual work shoe attracted
alots of costumers visit and consume.
COMPETITOR 3 : Shoes shop in 1st
Avenue
The shoes shop in 1st
Avenue is one of the strongest competitor to Sin
Seng shoes shop. As it is located in the shopping centre so there are
many customer patronize. The shoe that sold inside are new fashion and
variety type that attract the customer to buy.
Strategies Employed By Sin Seng shoes enterprise to compete with
competitors
 A few strategies were employed by Sin Seng shoe shop to attract customers.
 A buy 1 free 1 promotion will carry on every years.
 No GST in all shoes

35.  The worker always have a warm-welcome to the customers and have a nice
service which is patient to descript the characteristic of the shoes to costumers
and help them to test the shoes before buying.
Although Sin Seng shoes shop is an old fashion shoes shop but it have
numerous of frequent guest consume and it also located at a good place
that can attract the eyes of tourists.
Business 2: Lin Sim Trading Shoes Shop
As Lin Sim Trading shoes shop located in Klang, Selangor which is a
popular tourist destination, it encounters several competition with many
other shops. As many tourists flock into this city from all comers of the
world. A lots of shoes shops. Perfect competition occurs to each other.
Customers have a variety of choices to choose from the market. To

36. emulate with other shops, each shoes shop offered or have promotions
with a lower price possible.
Competitors
The top 3 competitors are Ka-lee shoes shop, Bata shoes shop and Two
lips shoe shop.
COMPETITOR 1 : Ka-lee shoes shop
This shop is located at Jalan Taiping. This shop always have a lots of
customers that from the nearby residents. Although it is a small shop, it
has his own frequent customers to buy their shop frequently and the price
of shoes is quite cheap compare to other shoes shop nearby.
COMPETITOR 2 : Bata shoes shop

37. Bata shoes shop is one of the famous shoes shop in Malaysia. It produce
a good quality shoes from the proprietary factory. The customers always
be attracted because of its famous and the shoes that buy from Bata can
be wear for a long time and also the shoes are comfortable to wear.
COMPETITOR 3 : Two lips shoe shop
This shop is a big shops, it sell a new-fashion design shoes. It attract a
lots of female customers. Variety types of new shoe can be seen in the
shops. Although the design is beautiful, its price is also not too expensive
as well.

38. Strategies Employed By Lin Sim Trading shoes shop to compete with
competitors
 Have a good service.
 Promotion carry on often
 Cheap in price
 The frequent guests can have a discount of 20%
Although shoes shop had less type of shoes compared to other
competitors but it have numerous of frequent guest consume the prices of
shoes are cheap which can attract the tourists.

39. Nature of markets :
SinSeng Shoes and LinSim Trading both are in a monopolistic competitive
state. This is due to the fact both shops sell shoes. However, they differ in
quality, genre, and pricing. LinSim would sell shoes that suit for men
(mostly), slippers and shoes for children, while SinSeng which offers a
wider range of shoes such as branded shoes, custom made shoes, formal
shoes, sport shoes and other types of shoes. They may sell the same
product however they are still differentiated from one another and hence
are not perfect substitutes of each other.
Comparison between SinSeng Shoes and LinSim Trading
SIMILARITIES
DESIGN
S OF
SHOES
MODERN CONTEMPORAY
DESIGN
NATUR
E OF
MARKE
T
MONOPOLISTIC
CCOMPETITIVE

40. GST BOTH SIDES ARE NOT
AFFECTED
RANGE
OF
CUSTO
MERS
AVERAGE
STAFFS MOSTLY FAMILY MEMBERS
DIFFERENCES
SINSENG
SHOES
LINSIM
TRADING

41. YE
AR
STA
RT
ED
1946 1999
BR
AN
CH
ES
2 NONE
TYP
E
OF
SH
OE
S
TAILORED
SHOES/BR
ANDED
SHOES
BRANDED
SHOES
WO
RKI
NG
DA
YS
WHOLE
WEEK
EXCEPT
SUNDAY
WHOLE
WEEK

42. Conclusion
The business which stands out to be more commercially successful would
be the SinSeng Shoes. Its points for its dominance over the LinSim
Trading are obvious in terms of branches, services provided, products and
experience. SinSeng started their business in 1946 while LinSim started in
1999, this shows that SinSeng has 54 years of experience in this business
more than LinSim trading, which is considered as a huge gap between the
2 businesses. Another fact that supports this is that SinSeng Shoes was
started by Mr. Chee Min’s father Mr. Chee Kim Seong who was
experienced in making tailored shoes. On the other hand, LinSim however
wasn’t experience in making shoes. This became an advantage for the
SinSeng Shoes as they were able to not just sell shoes made by other
firms but also sell custom made shoes. It is also worth to mention that
SinSeng shoes made good quality custom made shoes as they have a
history where journalist and reporters visited their shop and even made it
to the newspapers. When Mr. Chee Min took over the business, he was
able to open 2 more branches which is ran by the other family members.

43. Recommendation
Sinseng Shoe Enterprise
Organizing an event :
Organising event such as fashion show and display the stylish and unique
models of shoes. People would be attracted to watch the show and will
definitely buy the shoes that they find appealing. This is the best way of
displaying shoes and boasting about the uniqueness of the store. At such
events, Sinseng shoe enterprise can distribute loyalty cards and discount
coupons for next purchase. This is a very effective way of tying the
customers to their store. Having hold of discount coupons and loyalty
cards, customers are sure to give thought of coming back to Sinseng
shoe’s store.
Set up customer’s reward programme :
Another way of attracting customers and keeping your customers tied is to
show that you care for them. You can offer al your customers a family
package that indicates discounts and gifts if they buy shoes for their family
members from your store. People find it convenient and discounts attract
them as they can shop for all the family members under one roof. Giving
shoe care facility is another way to show your customers that you care for
them. You can give the service of shoe care such as shine and minor
repair.
Online advertising :
Advertising about you your shoe store is above all the most important
thing. You can put up banners mentioning your address and offers that you
are giving at your store. Many customers would visit your store looking at
such banners and this would certainly contribute in boosting up the sales.
You can come forward to sponsor a local event and in exchange you can
advertise about your business. This would make people aware about your
store and also build up a healthy reputation of your business.

45. Linsim Trading
The most spaces of improvement of LinSim Trading is their human
resource management. Here are some suggestion to improve on human
resource of productivity to improve the competitiveness.
 Secure staff’s performance – by install security system(CCTV).
 Change rate of salary of workers in factory– Change the system of payment of
salary to payment by daily rate instead of payment on unit of shoes that have done
a day.
 Set employee’s reward programme
 Salary of staff based on commission
 Punishment when someones break the rules.
 Make all employees accountable for their goals and their assignments. Don’t give
generic orders; be specific. Delegate duties to individuals and make sure the
individual understands the responsibility involved with the task; make sure he/she
understands that the accountability of that task rests solely on his/her shoulders.
 Encourage, reward, motivate and recognize all jobs well done. Nothing inspires an
employee more than a big thank you hug from the boss; it makes an employee
feel important and that employee will strive to repeat the feat that earned him/her
the hug
 Set realistic and achievable targets for the workers. Setting goals or targets for
your employees improves their productivity, effectiveness and efficiency but make
sure the goals are attainable.
 Communicate with customers

46.  Chee. M. (2015, May 2). Personal
interview.REFERENCES
• Tan. C. (2011, May 26). Shoemaker brings cheer to those with
walking disability. The Star. Retrieved from
http://www.thestar.com.my/story/?file=
%2F2011%2F5%2F26%2Fnorth%2F8710836&sec=north
• Bellis. M. (2015), The History of shoes (Retrieved on 2015, May
26), http://inventors.about.com/od/sstartinventions/a/Shoes.htm
• (Retrieved on 2015, May 26), http://invention.yukozimo.com/who-
invented-the-shoe/
• African American Registry. (2013) Jan Matzeligers are used today
(Retrieved on 2015, May 26),
http://www.aaregistry.org/historic_events/view/jan-matzeligers-
inventions-are-used-today
• Manveen. M. (2011, March 20), A celebration of Shoes.
http://www.expatgomalaysia.com/2013/03/20/a-celebration-of-
shoes/

47. Interview questions
1. What is the most important factor / motive that you caused you
decide to open a (business)
2. When was the business started?
3. Why is the (shop) named…….?
4. How many type of services that you provided?/how much
5. Do you have any branches?
6. How many branches and employees that you have?
7. How much is your day/ month expenditure?
8. How much is your rough annual revenue figure?
9. What is the peak season?
10. Can you please share some brief history of the development of
(shop)?
11. What are the obstacles that you faced?
12. How satisfied are you with your (business)?
13. Do you had experiences that met with some special costumers?
14. Customers’ background?
15. Range of customers?
16. Are there a lot of competitors? Who are the top three?
17. What are the strategies to compete with them?

48. 18. Are there any specialised field of knowledge needed to run
this business?
19. What are the challenges that new business will face during
starting period?
20. Shop and environment? Location of the shop?(Population)
21. Advancement in the future
22. How the Tax, GST affect your business?
23. Organisation Chart
24. Working Days/ Time
Last

49. 1. Can we have your detail personal information?
Name:
Age:
Gender:
Phone Number:
Business Name:
Age of Business:
Address:

50. Photos of interview ( Sinseng Shoe Enterprise )

55. Group meeting
Penang meeting 1-5-2015
Klang valley interview 4-5-2015
First meeting( job division) 8-5-2015
Slide and report combination 28-5-2015
Practice presentation 4-6-2015
Minutes of meeting : 12hours