Eng choc

Name: Ameerah Bibi Peerun 0313939
Alisha Niazali Hirani 0314325
Kawthar Rashid Jeewa 0314832
Batch: FNBE April 13‟
Subject: English 1
Assignment: A comparative analysis of businesses

Acknowledgement
We would like to express our gratitude and appreciation to all those who gave us the opportunity
to complete this report. Heartiest thanks goto our project lecturer Cassandra Wijesuria, who
helped by, simulating ideas, giving suggestions and encouragement throughout the project. This
ultimately helped us to coordinate our project specially in writing this report.
We would like to acknowledge with much appreciation the managers of those three Chocolate
companies for welcoming us and gave us the permission to interview them and gave us the
necessary materials to complete the assignment.

Last but not least, many thanks go to the teammates, Peerun Bibi Ameerah, Kawthar Rashid
Jeewa and Alisha Niazali Hirani who help to assemble the part and gave suggestion for the
video, the presentation slide and the report. Whose have given their full effort in guiding the
team in achieving the goal as well as his encouragement to ensure our progress is on track. We
would like to appreciate the guidance given by other supervisor.

A comparative analysis of business | Error! No text of specified style in document.

2

Contents
Abstract………………………………………………………………………………………..
Introduction……………………………………………………………………….................
History ………………………………………………………………………………………...
Businesses………………………………………………………………………...…………...
Comparative Analysis………………………………………………………………………….
Conclusion…………………………………………………………………………………….
References……………………………………………………………………………………..
Appendix………………………………………………………………………………………


3

Abstract
In this part of the world, chocolate was only introduced in the 17th century in Malaysia. The first
record of cocoa plantation dates from 1778 in Malacca. Nonetheless, cocoa was only
commercialized 75 years later in1853, by the cultivation of Amelonado which are pods
originating from the Amazon, in Jerangua and Terrenganu. The production only bloomed a
further 100 years later thanks to the climate conditions which ensured that the cocoa plants
would produce cocoa of high quality in large quantities.
Nowadays, Malaysia is the largest cocoa processing industry in Asia, counting almost 240,000
tonnes as yearly production. Up to 160,000 tonnes are exported to other countries while the rest
is used by local enterprises such as bakeries and chocolate factories.
In addition three locations were chosen according to the theme of chocolate and bakeries. In this
report you will have the chance to learn more about their business and about the different
declination of chocolate. The report further explains the future projects of the three outlets but
also depicts the history and background of the company.
The three locations dealt with different type of environment and client base and analysis were
made so as to understand the obstacle they faced in that business and strategies they came up
with to overcome them. In sum, the report will discuss extensively about the difference in those
similar business.


4

Introduction

History of chocolate
Chocolate dates back to ancient civilizations and have since then become a phenomenon
and nowadays even has its own culture. Centuries ago, Mayans and Aztecs believed that “the
cacao (cocoa) bean had magical, or even divine, properties, suitable for use in the most sacred
rituals of birth, marriage and death.” (Bensen, 2008). Despite this, not many people know the
original form of chocolate was a bitter beverage, which later evolved to solid chocolate as we
know it.
Chocolate was domestically grown crop by the Olmec Indians dating back to 1500BC to
400BC. The unsweetened cocoa beverage was only consumed by the elite. Chocolate was
discovered by other societies several decades later. In 1502 Columbus uncounted a great Mayan
canoe in Guanaja where cocoa is discovered.In addition to Columbus, Philip of Spain got his
hands on cocoa in 1544 from Mayan nobles. Later into the 16th century the Spanish began to add
sugar flavoring such as vanilla into their beverages. Not long after cocoa was commonly known
as a medicine and as an aphrodisiac. The evolution of chocolate took place in 1674 when
chocolate was introduced into cakes and rolls. But it was not until 1828that a process by which
cocoa butter was extracted making cocoa beverages smoother were invented. It was only two
years later when Joseph Fry & Sons developed a solid form of eating chocolate, which ultimately
led to the first chocolate bar to be made. (Bellis, 2014). Chocolate was then developed and made
innew innovative ways. One of these innovations is chocolate graphics which was developed in
1998 where chocolate is printed on chocolate. With today‟s technology, you can have
photographs printed on chocolate.
An Australian inventor initially started the Chocolate Graphics development in 1988. His
techniques were basic and relatively slow, and unfortunately no positive marketing action was
implemented until 1996 when three businessmen purchased the rights to his process. In
Malaysia, there is one such company called chocolate graphics. Chocolate graphics is the only
company that prints chocolate on chocolate. It was founded in 1996 to an international
marketable scheme in 2004. In 2005 chocolate graphics was opened in Malaysia.


5

History of bread
Bread is a staple food and is commonly eaten in all countries ranging from pita bread in
Greece to baguette in France to Naan in India. Bread was made at least 30,000 years ago. The
prehistoric man made gruel from grains, roots and ferns where they were ground into flour and
mixed with water before being cooked on rocks.(Lohman, 2012). Ancient Egyptians found a way
in which to make bread rise, around 300 B.C (The History Channel, 2006) this lead to the
commercialization of yeast. However due to the fact that bread was ground by hand it was coarse
but it wasn‟t until 800 B.C that the process of milling was created to produce fine grains in flour.
Malaysia is a multicultural society that has influences from India and China. This has had
an effect on the baked goods sold in Malaysia. The Chinese traditional bread Mantouand the
traditional Indian breads such as Roti, Chapati, Naan, Puri and Paratha were brought into
Malaysia. In the 1050s small Indian bakeries in Malaysia started to make western bread. A
modest bakery and café in USJ initially started off as a home based bakery in 2008 when Jin
Ling moved from the IT world to the baking world. She opened the bakery in 2011 in USJ. It has
a small seating arrangement where customers can sit and order.
On the other hand bakeries such as free Mori have commercialized greatly with 9 branches
scattered around different locations in Malaysia. The business was started in Shah Alam by the
opening of its headquarters and flagship outlet on the 7th of May 2012. Free Mori has up to 55
outlets in Hangzhou alone. The founders are investors from Taiwan who look for partners in the
neighboring countries even reaching out. In the recent years it has turned to Malaysia and this
was apparently a good choice as it is now counting 10 outlets.


6

History of pastry
One of the most famous pastries is the croissant, which has kept its traditional name and
method of preparation even though it is now declined in breakfast making or lunch sandwiches.
Contrarily to popular belief, pastry is not a staple food but was for a long time thought of as a
delicacy often reserved to the royals or the people of higher classes. Pastry dates back to the 14th
century when the ancient Mediterranean by the invention of almost paper-thin, multi layered,
baklavas. The recipe traveled Europe in the 17th century when the Crusaders reached France
where the recipe was further perfected and changedusing their own technique and ingredients.
These additions were the turning point for pastry as it gave birth to what we call nowadays
delicious pastry.
To this frenzy was added: short crust pastry, a hard dough usually used in for the pie‟s
bottom crust, flaky pastry and puff pastry, one of the most used dough in bakeries in Malaysia as
this delicious dough rise to separate into different light layers in the oven and stays crisp longer,
choux pastry, which is similar to a delightful explosion when paired with cream.The pastries
born from the divine alliance were brioche, Napoleons, cream puffs, and éclairs.Those are
presently declined to the chef‟s creativity often with a touch of chocolate.
Nowadays no one is new to cream puff or éclairs as globalization hits even the most rural
part of Malaysia. With Malaysia benefiting from influences from India and China most of the
traditional pastries were subjected to changes creating the perfect example of food fusion. Free
Mori has an array of fusion food to its sleeve, matcha biscuit being one of them, it is butter
biscuit flavored with green tea while another one being a remake of Danish pastry with the
addition of red bean, one of Malaysia‟s favorite flavor.
In sum, the pastry which was a privilege savory has today travelled the world and given
everyone access to enjoy it at a very decent price. The freshest local ingredients being used
however requires the traditional European method and technique of making it. Pastry in Malaysia
is excellent food fusion.


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Brief Description of the Businesses

Chocolate Graphics

Current location: No 27, Jalan USJ1/1B, Regalia Business Centre,  47620, Subang Jaya,
 Selangor DarulEhsan.  Malaysia.
Found on commercial compound and have the advantage of being in a very frequented area.
Most enjoy the surrounding neighboring as customers.


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Number of branches and employees;
They have been around quit a while: 3 locations in the USA. They are over 32 countries, the first
production started in Australian in 1996 since then they have expended in Asia (Malaysia,
Philippine, Japan), New Zealand, Europe (UK, Germany, Denmark, Poland and even in the
middle east (Dubai..) … They are everywhere. In Malaysia as t is a small factory they have only
about five employees

What are your main products?
Chocolate Graphics specializes in the computerized printing, embossing or carving of chocolate
on chocolate.

9

100% edible, this graphical display is praised by their customers for their unique way of sharing
feelings and emotions through chocolate

If you have a special a occasion, a special even that you want to make memorable, not only for
yourself but for your guess as well, chocolate graphics has the solution:
-

They absolutely do. They have personalized chocolates for any occasion and any kind of
clients.


10

Corporate Client List
-

Aseambankers (Maybank)

-

Bukit MerahLaketown Resort

-

Convatec

-

Cruise Tasik - Putrajaya

-

Dabur

-

Epson Precision

-

Esprit

Personal Client List
-

Wedding

-

Naming

-

With Compliments

-

Birthdays

-

Festivals

When was the business founded? Who are the key founders? And What prompted the founders
to start this business?

Chocolates Graphics is a firm on the move having developed from a small building based
industry in Australia in 1996. To an international marketable scheme in 2004. A branch has been
open in Malaysia in the past 2005. An Australian inventor initially started the Chocolate
Graphics development in 1988. His techniques were basic and relatively slow, and unfortunately
no positive marketing action was implemented until 1996 when three businessmen purchased the
rights to his process. In July 1999 the patents, applications and manufacturing rights were
purchased by, John Taylor, a business tycoon, who had launched many small businesses both in
Australia and other countries.


11

USJ 9- Taipan (The Carpenter’s Daughter

Current locations;
The Carpenter's Daughter No. 46G, Jalan USJ10/1E, 47620 UEP Subang Jaya, Selangor,
Malaysia (Next to 7 eleven, Taipan Business Centre) The main entrance, situated at a very
strategic location. Right in front of Ampang Yong Tau Fu


12

The carpenter‟s daughter is the only one in Malaysia. As it is a small bakery we can find only
few employees.

The founder of Carpenter‟s daughter is Jin Ling‟s dad. Most on the interior made by wood are
handmade by Jin's dad. The bread, pastries and cakes are made by Jin herself daily.It was first


13

established as a home-based baking in 2008. And start to operate in USJ 1 Taipan on August
2011.


14

Main products or services sold; The Carpenter‟s Daughter use 100% of certified organic whole
wheat and unbleached flour and other natural ingredients without adding additives, chemicals,
improver and shortenings.


15

Estimated current number of customers. Around 10-15 during the week due to the fact that
people are busy with their work. During the week-end, the number of customer increase to 3050 because its Offers cozy, warm atmosphere to spend more time with family and friends


16

their motive(s) for starting the business?
The quality of bread has slumped during the past few years. Bread makers lay stress on the
suitability of their business than customer‟s health. That‟s why at the Carpenter‟s Daughter, The
baking process of „modern‟ bread has been decreased by the usage of additives, but at the cost of
ingredients and bread quality. Organic bread is lengthier to bake, but it tastes great and it is
healthier


17

This bakery has a unique interior decoration unlike other bakeries in the vicinity; this aspect of it
attracts lots of customers. When they enter the shop, the buyers feel like being, in a cottage a
totally different place, rather than in simple.

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It must be the attraction and passion in the finely shaped woodwork that makes customers feel
instantly at home. The café is beautifully set with white chairs and tables. In the other hand,
customers can take a rest in comfy sofas around coffee tables.
As you walk into the cafe, you eyes will stroke at the European concept, it is more like entering
into a carpenter‟s house, altered to adapt the actual trend. You will feel at home with the English
interior design. Huge bakery counter in front, the seating place is situated behind. All I wanted,
was to taste the entire bakery item, they all look so exquisite.


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Free Mori

This is the front of the Free Mori outlet located in SS15 subang Jaya. It is very
warm and welcoming.
Where are you located?
Free Mori‟s nearest outlet is located in SS15, Subang Jaya but has furthermore 9 locations in
Malaysia which is in Shah Alam, Publika, PJ SS2, Damansara Uptown to mention a few. On the
international scale the Free Mori company possesses about 55 outlets in Hangzhou, China and
are crossing the pacific ocean to open some outlet on the American soil.
How many branches does the company possess? About how much employee do you have?
With 10-15 branches to its sleeve, Free Mori makes sure to employ only the most polite and
welcoming staff to maintain their reputation. Free Mori hasan average of 7 employees per outlet
across Malaysia.


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What are your main products sold?
Our product ranges from Coffee making to Pastries, but our best sellers remains our freshly made
bread and our birthday cakes. More precisely they specialize in every category of pastry that can
be thought of. Below are some examples:

Matcha biscuit, hanging from a fancy
biscuit stand. Matcha biscuit are
butter cookies flavoured with
alternative layers of vanilla and green
tea. This flavour is only available in
the outlets located in East Asia and
shows how the company will go the
extra miles to please their customers’
cravings.

These Apple Danish are homemade from
fresh apple sliced and made into a
compote using only the finest
ingredients. The dough is made in store
and prepared by a very qualified chef. The
price may seem expensive but the quality
justifies it.


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This Mille Danish is a fusion recipe
from the traditional French mille
feuilles and the Danish Pastry. It is
filled with hot custard cream and
Chantilly and is one of their best
sellers. It is a sizeable quantity and
may not look like so from the
picture.

This one is my personal favourite
as it is made from perfectly
confectioned puff pastry which
is very light and crisp. It is
sprinkled with roasted almond
and chocolte chips and covered
with a syrupy glaze. One of the
best!


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Those funny looking cakes are the joy of the
younger customers who will often choose them
for their birthday. While it cannot be denied that
young adult like to prank their friends by
bringing those cake to their parties, they make it
up with the taste. The panda is tiramisu
flavoured and the puffer fish is called the mango
delight.
Furthermore the store provides extra service for
free by giving the choice to the customer to have
the party inside the store itself. The friendly
staffs go the extra mile by purchasing the
candles and coming up with a themed
decoration for the whole room. Set aside the
worries of having to clean up after the kids for
the party, they will do everything even catering.
Moreover they even have story telling time for
the ones under the age of 10.

The stories are about Free Mori’s mascot, Mori,
the curious fox who search the world for
undiscovered flavors.


23

What is the estimated current number of customers?
Customer vary from store to store with the store in Publika and Shah Alam attracting more
customers both for different reasons. The reason for Publika to attract that much customer is
because it is located in the Capital and in one of the most affluent building which welcomes a
thousand of locals and tourists every day. Whereas the estimated number of customers in
SS15,Subang Jaya, on week days it varies from 5 to 15 per day and varies from 30 to 40 in the
week end especially on Saturdays.
Who are your customers?
They customers are students of the adjacent universities during the week and residents of the
neighbouring houses during the week end. They do have special occasions like birthdays.
Furthermore they also provide hotels, airlines, agencies and other shops.

It is not odd to come to one of those outlets and having to wait in a
queue outside just to be served. Customers come flocking to those
savouries every now and them as Free Mori guarantees the best
pastry around and is not lying. Every pastry there is worth waiting for!


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When was the business started?

The opening of Free
th
Mori on 7 of May
2012 in Shah Alam,
drew great attention to
itself when electric
violonist
entertained
the
crowd
and
photographers.

The business started abroad by making collaboration and searching for investors. If taking a local
look, the business was started in Malaysia and more precisely in Shah Alam by the opening of its
headquarters and flagship outlet in the year 7 May 2012.
vii) Who are the founders?
The founders are investors from Taiwan who look for partners in the neighboring countries even
reaching out to China where it already has up to 55 outlets in Hangzhou only. In the recent years
it has turned to Malaysia and this was apparently a good choice as it is now counting 10 outlets.


25

viii) What was their motive(s) for starting the business;
Freemori managing director Tan Kai Kiang said “the company identified the need among cake
and bread lovers in East Asia for a bakery chain with a difference, hence their entry into the
market. It is their own love for good bakeries that motivated them into stating this business.
Furthermore The Little Fox and the Magician that are the company‟s mascots serve as the
inspiration for Freemori. The Little Fox is depicted as a creature of curiosity and wonder that
travels to immerse itself in different cultures and food, and then infuses imagination and
creativity to share what he has learnt in an interesting and flavorful manner.” (CHAN, 2012)
What are the development you recently made?
Starting from theopening of Free Mori in Malaysia (2012) they aimed to open at least 10 outlet
per year until the year 2017, expanding in Johor, Penang, Perak and Malacca.


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How many competitors are there in your respective geographical markets?

This is the view you can enjoy at night just one block away from Free
Mori. You can see customers flocking to the other two bakeries.
Regarding the outlet in ss15, Subang Jaya, by just going down the street you will notice
thatthere are 4 more bakeries.


27

Give me a brief description of those competitors’ business.
There are three bakeries selling mostly cakes and pastries but they are not big threat to Free
Mori‟s business.
Bakeries such as Cake Sense do sell nice pastries but do not compete of the same level, you can
see a huge difference in the level of quality.

Cake sense offers an array of cakes
but of lower quality than Free Mori
which also offer incredible new
exotic flavors.


28

The Pastry House is their most notorious competitor as the Bakery is filled with Chinese delicacy
which attracts a lot of Chinese customers.Their strength is that they import savories from China
and Taiwan. Those savories have been made using traditional techniques and local ingredients,
as most of the items are dried items they have special dehydrators back there or even use the
ancient technique to do so, this process is tedious and requires specialized labor. Therefore it is
very rare and sells itself at a very high price.

How do the businesses compete with their competitors? What strategies were/are
employed (e.g. pricing, advertising, product variety, etc.) and how successful are they?
They are the most successful of all the other bakeries as the ingredients they use are the freshest
and they use European techniques. Furthermore they do not hesitate to mention it and even prove
it to the customers. Their international recognition helps a lot in this too but the other bakeries
and Free Mori do not work on the same level and do not target the same people. There is no
charted strategy use as their business runs on loyalty and mouth to ear. The advertisements that
can be seen are the ones on the bag of the customers which will be carried around without being
too obvious and not as costly as having to do a board advertisement. A webpage is available to
anyone who wishes to enwuire or make in reservations which is a plus nowadays as people can
be even more productive and multitask. Moreover Free Mori accept tardy reservations whish is
not common in the other bakeries. The pricing remains the best if you go by the quality vs.
quantity system, but discount can be furthermore made for delicacies such as birthday cakes. In

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addition services such as catering and locations can be provided as the customers have the option
of hosting their party at the bakery itself. This is an additional good point as the parents do not
have to worry about cleaning up after their child‟s birthday party. Furthermore the bakery will
organize for the party some activities such as story telling or a clown to come. The best
advertisement is an excellent service.
What are the obstacles faced by new businesses who wish to enter their markets today? Are
they easy or difficult to overcome? Why?
The most probable obstacle that Free Mori has to face in Malaysia is that their outlet is more
often situated in commercial and business areas which will often host other bakeries, sometimes
catering at a bigger scale. There is only one way to overcome obstacle such as competitors,
providing the best pastries but yet people nowadays go by the brand more than by taste, quality
and service offered by the outlet. Teenagers who are the people who spend the most time in cafes
prefer hanging out at Starbucks to enjoy bakery instead of „smaller‟ coffee and bakery shops like
us.
If you could give an advice what would it be?
Instead of expanding it would be better to make their brand more famous and show the public
how their products are tastier and healthier than the rest. They put more effort into finding
excellent ingredients and that is the least they think they could do. They have a respect for their
customers and the money they earn more than the biggest brand around in Malaysia and it is not
being recognized.


30

References
Bellis, M. (2014). The Culture of the Cocoa Bean. Retrieved Feburary 2014, from About.com:
http://inventors.about.com/od/foodrelatedinventions/a/chocolate.htm
Bensen, A. (2008, March 1). A brief History of choclate. Retrieved Feburary 8, no ide, from Smithsonia :
http://www.smithsonianmag.com/arts-culture/a-brief-history-of-chocolate-21860917/
CHAN, J. (2012, July 10). Pasteries with a difference. Retrieved Feburary 9, 2014, from The Star :
http://www.thestar.com.my/Story/?file=%2F2012%2F7%2F10%2Fmetrobiz%2F11546879
Channel, T. H. (Director). (2009). History of bread [Motion Picture].
home. (n/a). Retrieved January 2014, from Chocolate Graphics (M) Sdn:
http://www.chocolategraphics.com.my/ver6/index.htm
Hong, T. B. (2012, October 3). At home in the bakery. Retrieved Feburary 9 , 2014, from New Straits
Times : http://www.nst.com.my/life-times/style/at-home-in-the-bakery-1.151635#ixzz2skq4vEzI
Lohman, S. (2012, December 18). A Brief History of Bread. Retrieved Febuary 8, 2014, from Hungry
History : http://www.history.com/news/hungry-history/a-brief-history-of-bread
n/a. (2012, May ). Personalized Chocolate Business Cards: Unforgettable Impressions by Chocolate
Graphics. Retrieved Feburary 8, 2014, from PRWEB:
http://www.prweb.com/releases/2012/5/prweb9480412.htm


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Appendix
Interview at USJ1 (Chocolate Factory)
Current location: No 27, Jalan USJ1/1B, Regalia Business Centre,  47620, Subang Jaya,
 Selangor DarulEhsan.  Malaysia. Found on commercial compound and have the advantage of
being in a very frequented area. Most enjoy the surrounding neighboring as customers.

1) When was the business founded? Who are the key founders? And What prompted the
founders to start this business?

Chocolates Graphics is a firm on the move having developed from a small building based
industry in Australia in 1996. To an international marketable scheme in 2004. A branch has been
open in Malaysia in the past 2005. An Australian inventor initially started the Chocolate
Graphics development in 1988. His techniques were basic and relatively slow, and unfortunately
no positive marketing action was implemented until 1996 when three businessmen purchased the
rights to his process. In July 1999 the patents, applications and manufacturing rights were
purchased by, John Taylor, a business tycoon, who had launched many small businesses both in
Australia and other countries.

4) What are your main products?

Chocolate Graphics specializes in the computerized printing, embossing or carving of chocolate
on chocolate.
100% edible, this graphical display is praised by their customers for their unique way of sharing
feelings and emotions through chocolate

This is completely different for anybody else to see because you can print photos, use different
shapes and have all kind of different elements for any occasion.


32

-

The nice thing about this particular product is not even a printing technology they
actually can do an embossing for example if you have an invitation and you fell that a 3D
effect v/s having just a printing. It‟s adding a dimensionality to the product. Another
think that is very unique is that it‟s very difficult but not impossible to print on
chocolates. Thank to that embossing technique, they can make a 100% chocolates
without using rice paper layers or any kind of icing.

5) Who are your customers?

If you have a special a occasion, a special event that you want to make memorable, not only for
yourself but for your guests as well, chocolate graphics has the solution:
-

They absolutely do. They have personalized chocolates for any occasion and any kind of
clients.

Corporate Client List
-

Aseambankers (Maybank)

-

Bukit MerahLaketown Resort

-

Convatec

-

Cruise Tasik - Putrajaya

-

Dabur

-

Epson Precision

-

Esprit

-

Mahkota Parade

-

Nikko Hotel

-

Johnson & Johnson

-

One Utama

-

Panasonic

-

Roche

-

Socomec

-

Sony

33

-

Star Cruise

-

JabatanKesihatan Wilayah Persekutuan

-

World of Cartoon

Personal Client List
-

Wedding

-

Naming

-

With Compliments

-

Birthdays

-

Festives

7) How many branch offices/stores do you have (if applicable)?

They have been around quite a while: 3 locations in the USA. They are over 32 countries, the
first production started in Australian in 1996 since then they have expended in Asia (Malaysia,
Philippine, Japan), New Zealand, Europe (UK, Germany, Denmark, Poland and even in the
middle east (Dubai..) … They are everywhere.
9) Do you have many competitors? Who are they? Who are your top 3 competitors?

"Chocolate Graphics is such a unique product and nothing quite like it is offered in the US. Since
the product's debut several months ago, it has been extremely well received and word of mouth
orders are already coming in! The attraction to Chocolate Graphics® is the unique business
concept and the fact that from a competitive standpoint, there are no other companies with the
same process." Carol Webster - Chocolate Graphics International USA‟‟ (N/A.2012)


34

Interview at USJ 9- Taipan (The Carpenter’s Daughter

1) Current locations;
The Carpenter's Daughter No. 46G, Jalan USJ10/1E, 47620 UEP Subang Jaya, Selangor,
Malaysia (Next to 7 eleven, Taipan Business Centre) The main entrance, situated at a very
strategic location. Right in front of Ampang Yong Tau Fu
2) Who are the key founders?
The founder of Carpenter‟s daughter is Jin Ling.

3) When was the business founded? Who are the key founders? And What prompted the
founders to start this business?

After 20 years in the IT world, Jin Ling realized that informatics was not made for her so she
decided to switched off her computer and dug out her apron and rolling pin. She found she had a
knack for baking.
The Carpenter‟s Daughter is an Artisan Bakery & café. I was first established as a home-based
baking in 2008. And start to operate in USJ 1 Taipan on August 2011.
When questioned about the bakery‟s name, “The Carpenter‟s Daughter”, Jin laughs. “That is just
who I am. My father, 75, is still working as a carpenter and he worked all the furniture and
woodworks here”.

3) What was their motive(s) for starting the business?

The quality of bread has slumped during the past few years. Bread makers lay stress on the
suitability of their business than customer‟s health. That‟s why at the Carpenter‟s Daughter, The
baking process of „modern‟ bread has been decreased by the usage of additives, but at the cost of
ingredients and bread quality. Organic bread is lengthier to bake, but it tastes great and it is
healthier (Hong, 2012)


35

5) What are your main products?
The Carpenter‟s Daughter use 100% of certified organic whole wheat and unbleached flour and
other natural ingredients without adding additives, chemicals, improver and shortenings.
6) Number of branches and employees;The carpenter‟s daughter is the only one in Malaysia. As
it is a small bakery we can find only few employees.
7) Main products or services sold; The Carpenter‟s Daughter use 100% of certified organic
whole wheat and unbleached flour and other natural ingredients without adding additives,
chemicals, improver and shortenings.

8) Estimated current number of customers. Around 10-15 during the week due to the fact that
people are busy with their work. During the week-end, the number of customer increase to 3050 because it‟s Offers cozy, warm atmosphere to spend more time with family and friends

9) Number of competitors in their respective geographical markets; How do the businesses
compete with their competitors? What strategies were/are employed (e.g. pricing, advertising,
product variety, etc.) and how successful are they?

In their current location they are the only one selling organic based products, thus they
have no competitors. Despite being located next to 5 bakery shops on the same street, My
Carpenters daughter is the only bakery that sells organic goods.

This bakery has a unique interior decoration unlike other bakeries in the vicinity; this
aspect of it attracts lots of customers. When they enter the shop, the buyers feel like being, in a
cottage a totally different place, rather than in simple.
It must be the attraction and passion in the finely shaped woodwork that makes customers feel
instantly at home. The café is beautifully set with white chairs and tables. In the other hand,
customers can take a rest in comfy sofas around coffee tables.

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As you walk into the cafe, your eyes will be struck by the European concept, it is more
like entering into a carpenter‟s house, altered to adapt the actual trend. You will feel at home
with the English interior design. Huge bakery counter in front, the seating place is situated
behind. All anyone would like to do when walking into this bakery, is to taste the entire selection
of items sold in the bakery, as they all look so exquisite.


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Free Mori
Interview at SS15- Asia Cafe (Free Mori)

1) Current locations;
Free Mori, Headquarter Address,3A, JalanRagum 15/17,40200 Shah Alam, Selangor
DarulEhsan, Malaysia.
2) Number of branches and employees;
10-15 branches, with an average of 7 employee per outlet

iv)Main products or services sold;
They provide customers with international blend of copy but their main field of sale is
pastries and cake making
v) Estimated current number of customers.
Customer vary from store to store but the estimated number of customers on week days
vary from 5 to 15 per day and on weekends it varies from 30 to 40 especially on
saturdays. They also provide hotels, airlines, agencies and shops.
vi) When were the businesses started?
The business was started in Malaysia and more precisely in Shah Alam by the opening of
its headquarters and flagship outlet in the year 7 May 2012.
vii) Who are the founders?
The founders are investors from Taiwan who look for partners in the neighbouring
countries even reaching out to China where it already has up to 55 outlets in Hanghzou
only. In the recent years it has turned to Malaysia and this was apparently a good choice
as it is now counting 10 outlets.
viii) What was their motive(s) for starting the business;
Freemori managing director Tan Kai Kiang said the company identified the need among
cake and bread lovers in East Asia for a bakery chain with a difference, hence their entry
into the market. It is their own love for good bakeries that motivated them into stating
this business. Furthermore The Little Fox and the Magician that are the company‟s
mascots serve as the inspiration for Freemori. The Little Fox is depicted as a creature of
curiosity and wonder that travels to immerse itself in different cultures and food, and then
infuses imagination and creativity to share what he has learnt in an interesting and
flavourful manner.

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ix) Their recent development
Starting from their opening in Malaysia (2012) they aimed to open at least 10 outlet per
year until the year 2017, expanding in Johor, Penang, Perak and Melacca.
ii) Brief bios of each business’ top 3 competitors (E.g. who are they? What are their
products? etc.);
2 bakeries selling same bakeries but mostly bread
1 bakery with Chinese delicacy which attracts a lot of Chinese customers as they import
savouries from China and Taiwan. Those savouries have been made using traditional techniques
and local ingredients, as most of the items are dried items they have special dehydrators back
there or even use the ancient technique to do so, this process is tedious and requires
specialisedlabour. Therefore it is very rare and sells itself at a very high price.
iii) How do the businesses compete with their competitors? What strategies were/are
employed (e.g. pricing, advertising, product variety, etc.) and how successful are they?
They are the most successful of all the other bakeries as the ingredients they use are the freshest
and they use European techniques. Their international recognition helps a lot in this too but the
other bakeries and Mori do not work on the same level and do not target the same people. There
is no charted strategy use as their business runs on loyalty and mouth to ear. The advertisements
that can be seen are the ones on the bag of the customers which will be carried around without
being to obvious and not as costly as having to do a board advertisement. The pricing remains
the best if you go by the quality vs. quantity system, but discount can be furthermore made for
delicacies such as birthday cakes. In addition services such as catering and locations can be
provided as the customers have the option of hosting their party at the bakery itself.
iv) What are the obstacles faced by new businesses who wish to enter their markets today?
Are they easy or difficult to overcome? Why?
The most probable obstacle that Free Mori have to face in Malaysia is that their outlet is more
often situated in commercial and business areas which will often host other bakeries, sometimes
catering at a bigger scale. There is only one way to overcome obstacle such as competitors,
providing the best pastries.
vii) Based on your analysis, which business is more commercially successful? And why?
If speaking of internationally, Free Mori wins all the rounds as it has astounding numbers of
outlets spread other the world with such a coverage they do not need advertisement. They live by
their loyal customers who are already big in numbers.


39

If analysis is made on the outlet located in SS15 Free Mori is dominated by the Chinese store as
it sells very rare items prepared back in their original country with the more precocious care.


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