1. RESEARCH ASSIGNMENT
English 2 [ENGL0205]
Effective Public Communication [FCOM0102]

2. LEONG CHEE KEE

4. LEONG HOW KENG
• 2nd generation
• His father learn this craftsmanship
from Sumatra when he was
working, he came to Malaysia to
start his own business after leave
Sumatra

5. LEBUH CAMPBELL, PENANG

7. FUNG WONG

9. CHAN SENG & MELVIN
• 3rd and 4th generation
• He likes to make eateries
especially biscuits and so on he
continues making them and
gives them to his neighbours
and friends nearby. Besides the
feedback he got wasn’t that
bad.

10. MIDVALLEY MEGAMALL

12. ANALYSIS OF TRADITIONAL BISCUIT
BUSINESS
LEONG CHEE KEE TRADITIONAL BISCUIT SHOP

13. LEONG CHEE KEE
Sells traditional cakes and
pastries (main service)
Provides traditional Cantonese
wedding biscuits.

14. COMPETITORS
No competitors.
Stated that everyone has their own way of making biscuits.
Prioritize the quality and taste of the biscuits rather than
minding so much about the competition.

15. NATURE OF BUSINESS
Monopoly
Doesn’t care about competitors
Price Maker: Decides the price product to be sold
• Price is set to the quality of their biscuits.

16. CHALLENGES & OBSTACLES
Had to maintain their quality of their biscuits which is
considered to be premium all the time.
Had to satisfy customer’s taste, customers nowadays have
high requirements towards delicacies.
Keep learning and improving their products.

17. STRATEGIES
Premium biscuits are made on a small scale
Rely on television media as a commercial medium
Entertainment shows about delicacies often visit this
business
Oversea publisher has also published about them

18. ANALYSIS OF TRADITIONAL BISCUITS
BUSINESS
FUNG WONG BISCUITS SDN. BHD.

19. FUNG WONG BISCUIT SDN.
BHD.
Sells traditional packaged
pastries (main service)
Sells biscuits according to
special occasions
For example: Wedding, Lantern
Festival, Birthday, Full Moon

20. COMPETITORS
No specific competitor but he did state that western style
cakes is one of the biggest competitor.
Comparison between western style wedding cakes and
traditional ones.

21. NATURE OF BUSINESS
Rely on old customers
Monopoly
Price Maker: Decides the price product to be sold.
• Prices are set according to the quality of the biscuits

22. CHALLENGES & OBSTACLES
Possesses a strong competitor
To maintain the taste of biscuits even though they altered
the recipes
Commercialise their business

23. STRATEGIES AND
OBSTACLES
Sped up the production by using automated production
Redesign the logo and packaging
Run outlets and branches at different states and country

24. FUTURE PLAN
I would like to run a few more outlets and
branches !
I am planning to sell off my franchise
and live a retired life.

25. CONCLUSION
Which one is more commercially successful ?

26. THANK YOU.