5. LEONG SHIFU BBQ CHICKEN RICE
BANDAR SUNWAY, PJS 7/11
OWNER BIO:
MR. Yap Chee Leong
PRESENT OCCUPATION: Chicken Rice Stall Owner
YEAR BUSINESS FOUNDED: 2000
OPERATION : 2000-2015 (15 Years of management)
PAST OCCUPATION: Waiter
6. LOCATION OF BUSINESS
● Located in Bandar
Sunway, PJS 7/11
● Business faces a coffee
shop entrance
● Located next to a Kuil
● 9 minutes from Taylor’s
lakeside Uni by car (7
minutes without traffic)
7. LEONG SHIFU BBQ CHICKEN RICE
● Faces the front of a coffee shop
entrance.
● Cosy, easy going place to hang out to
eat.
● Found and ran by Mr.Yap Chee Leong
with the help of three other people.
● Serves a variety of dishes but most
famous for his roasted and barbecued
pork.
● Offers take away services.
● Only one branch
8. LEONG SHIFU BBQ CHICKEN RICE
Early years
Manage to serve a few
customers and sold an
estimated 15 plates per day.
What started with an idea to improve his family’s life and financial freedom.
Currently
Has three employees and
serves an estimated 100-
120 customers per day.
Future Prospects
To own his own Chicken
Rice Shop.
9. LEONG SHIFU BBQ CHICKEN RICE
● Very competitive market
especially in that specific area
and moreover in the vicinity of
Leong Shifu Chicken Rice.
● Has the advantage of a constant
supply of customers.
● Operating hours are flexible but
accommodates to the needs of its
customers.
● Faithful client base from Taylor’s
Lakeside Uni and people around
the location of the stall
11. ANALYSIS:LEONG SHIFU BBQ CHICKEN RICE
● Stall faces the front of a coffee shop
● 60 competitors within the area
● 14 competitors within the market (in close proximity)
● Friendly and welcoming
● Charismatic leadership
12. TOP 3 COMPETITORS OF LEONG SHIFU
Garlic Roasted Chicken Rice
Shop
The Chicken Rice Shop Ipoh Nga Choy Chicken
1977
13. HONG KEE CHICKEN RICE
TAMAN ISLAND GLADES,PENANG
Mr. Woo Hong Khai (Hong Zai)
Present occupation: Runs a hawker stall
Operation: 1992-2015 (23 years)
Previous job : Kitchen assistant
Owner’s Bio
14. LOCATION OF BUSINESS
● Located in Taman Island Glades, Jelutong
, Penang
● Located inside a coffee shop
● 20 min drive from the place we stayed
(Continental Hotel)
● Located in a residential area
15. HONG KEE CHICKEN RICE
● Its in the entrance of the coffee shop
● Serves 4 type of meat which is the Char
Siew (pork), Siew Yok(pork), Roasted
Chicken , and Roasted Duck.
● Roasted Duck Rice is the main dish for
this shop
● Started by Mr . Woo Hong Kai
● Has 2 branches in the same area
16. HONG KEE CHICKEN RICE SHOP
HOW HE STARTED OF OPENING HIS STALL AND HIS VISION TO MAKE HIS BUSINESS
BIGGER
EARLY YEARS CURRENTLY FUTURE PROSPECTS
● MANAGE TO SELL ONLY
ONE TYPE OF MEAT
AND GOT LESS
CUSTOMERS.
● SELLING MORE
VARIETIES OF MEAT
AND GETTING MORE
AND MORE OF
CUSTOMERS
● SELL MORE VARIETIES
OF FOOD AND GET HIS
OWN NOT STALL BUT A
WHOLE SHOP.
17. ADVANTAGES DISADVANTAGES
● Its in a residential area so people will just
walk to the shop .
● Many varieties of meat so customers will
be satisfied to eat at that shop.
● Have a family member as an employee
so there will be no issues with cash and
trust.
● Its in a closed area so its difficult to get
to know about the shop.
● The stall is inside the shop so the area
can’t vacate much people.
18. ANALYSIS:HONG KEE CHICKEN RICE SHOP
● The stall is located just at the entrance of
the coffee shop.
● Over 40 competitors within this area
● 8 competitors within market.( in close
proximity)
● Generous and kind man.
19. TOP COMPETITORS OF HONG KEE CHICKEN RICE
BOO KEE CHICKEN RICE PHEN YANG CHICKEN
RICE
KIM POH ROASTED
CHICKEN
21. SUSTAINABILITY:LEONG SHIFU BBQ CHICKEN RICE
● The business has been around for 15 years.
● Established a loyal following from people
nearby such as Taylor’s Lakeside Uni
students and PJS residents.
● Prices are very reasonable.
22. SUSTAINABILITY:LEONG SHIFU BBQ CHICKEN RICE
● Friendly and charismatic employees.
● Service is impeccable.
● Fresh food supplied everyday.
23. Sustainability of Hong Kee Chicken Rice Shop
❖ The business has been around for more than 23 years.
❖ Has 6 employees and 2 partners
❖ Has many varieties of meats.
❖ Prices of the food are very cheap
❖ Foods are cooked daily and served fresh
25. STRATEGIES
Leong Shifu Bbq Chicken Rice
❏ Products are set at prices that are reasonable so that
the businesses customer remain faithful.
❏ The Products available are made from fresh
ingredients on a daily basis.
❏ The owner interacts with his customers.
❏ Provide a signature dish to customers.
26. STRATEGIES
HONG KEE CHICKEN RICE SHOP
● Price is set very low to attract customers
● Created a main dish which is the duck rice to attract all the duck lovers.
● Give large portion of food for customer satisfaction.
● Behave kind and humble to customer so they will feel comfortable.
28. Barriers to Entry
● Many existing establishments offering the
same commodity
● Bargaining power with suppliers (since new
businesses are new they don’t have much
power to negotiate prices)
29. Funding
Capital is needed to start any kind of business.
● In this case banks might be reluctant to
provide a loan to someone willing to sell food
from a stall.
30. Location
The choice of location is very important.
● Since the commodity is food, the
environment should be hygienic.
● There should be a space specifically used as
a seating area.
31. OLIGOPOLY COMPETITION
An oligopoly market is a market dominated by a
few seller.
In this case it is the chicken rice sellers
specifically and not food stalls in general.
33. COMPARISON
Location In a densely populated area
Market Oligopoly
Target Customers Everyone (locals and tourists)
Transportation Method By car and by foot (walking distance)
Affiliates Coffee Shops
Similarities
34. COMPARISON
Differences
Differences Leong Shifu Bbq Chicken
Rice
Hong Kee Chicken Rice
Business Founded 2000 1992
Branches Only one so far Two branches
No. of employees 3 6
Food Specialty Roasted pork rice Roasted duck rice
Competitors 60 in the area and 14 of
them within close proximity
40 in the area and 8 of them
in close proximity
Customer Majority University students and
residents
Anyone off the street
38. RECOMMENDATION:LEONG SHIFU BBQ CHICKEN RICE
● Advertise his products to a larger
crowd through social media or old
fashioned posters and flyers.
● Use attractive colours and fonts to
catch the attention of the general
public
● Use of radio as well with eager
presenters to sell out the business to
the public.
39. Recommendation: Hong Kee Chicken Rice Shop
➔ Hire more waiters to speeden up their work when peak
hours
➔ They should introduce set meals or new recipes and
also incentives such as discounts at peak hours to
increase his current customer base and also adjust his
menu to appeal to a wider demographic such as adding
vegetarian products.
