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

2. LEONG CHEE KEE BISCUITS

4. LEONG HOW KENG
• 2nd generation
• His father learnt 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 BISCUITS

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. PETALING STREET

12. ANALYSIS OF TRADITIONAL BISCUIT BUSINESS
LEONG CHEE KEE BISCUITS

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

14. COMPETITORS
Few competitors.
Stated that everyone has their own way of making biscuits.
Prioritise the quality and taste of the biscuits rather than
minding so much about the competition.

15. NATURE OF BUSINESS
Monopolistic Competition
Each firm produces a product that just slightly different
from others.
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 BISCUITS 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 competitors but he did state that western style cakes are
one of the biggest competitors.
Comparison between western style wedding cakes and
traditional ones.

21. NATURE OF BUSINESS
Monopoly – Single seller, no traditional bakeries nearby.
Price Discrimination – Change the price and quality of the
product.

22. CHALLENGES & OBSTACLES
Possesses as a strong company.
To maintain the taste of biscuits even though they altered
the recipes.
Expanding the market.

23. STRATEGIES
Speed up the production by using automated production.
Redesign the logo and packagings.
Run outlets and branches in 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.