English 2-final-3

SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILD ENVIRONMENT
PRESENTATION TITLE: TITLE : A TALE OF TWO BUSINESSES
(A COMPARATIVE ANALYSIS OF TWO BUSINESSES OF SIMILAR
INDUSTRY IN DIFFERENT GEOGRAPHICAL LOCATIONS)
GROUP MEMBERS :
NAMES PRESENTATION / RESEARCH REPORT
LOH WEI LING (0319225) In charged the Video and the
presentation Slide
LOH PEY MUN (0318572) Audio Recording and report
LEE ERN HUI (0319703) In charged the report
MICHAEL CHANG VUI LOONG
(031998)
Leader , In charged the Video and
Interview
SIM SI KAI (0318609) In charged the research of the report
and interview
SUBJECT : ECONOMICS (ECN 30205)
LECTURER : MR. CHANG JAU HO
SUBMISSION & PRESENTATION DATE : 25 JANUARY 2015
LohWeiLing(0319225)--LohPeyMun(0318572)--LeeErnHui(0319703)
MichaelChangVuiLoong(031998)--SimSiKai(0318609)Page 1

CONTENTS
1 COVER PAGE 1
2 CONTENTS 2
3 KEY SUMMARY 3
4
BRIEF DESCRIPTION OF THE BUSINESS HISTORY AND
INVOLMENTS
4-5
5 BRIEF DESCRIPTION OF THE BUSINESS 6-7
6 COMPARATIVE ANALYSIS OF TWO BUSINESSES’ 8-12
7 RECOMMENDATION 13
8 APPENDICES 16-23
9 REFERENCES 24
Key Summary
This assignment is given to us to compare 2 business of similar industry in
different geographical locations by compiling our report using gathered research
from interviewer of business and on on-site observations or internet and then

present the information clearly in a formal presentation.
Our group consists of five members which are Loh Wei Ling, Michael Chang,
Chester Sim, Loh Pey Mun and Lee Ern Hui. We chose wedding industry as it is a
very competitive industry in the area of SS/2 in Klang Valley. We had chosen two
bridal shops which are Micasa and Bridal Concept. Both shops have more than ten
years history and both are situated at SS/2, Petaling Jaya.
Brief Description of the Businesses HISTORY
AND INVOLVEMENTS
Every business in the society is very important as the economy of the country is
affected significantly. Without good businesses among the society, there will be no

good economy too. Therefore, in order to understand more about how businesses
work, we are given this assignment to do a comparative analysis of 2 businesses of
similar industry in different geographical locations. The businesses we chose are
wedding business. However, when and why was wedding created? Before doing
this comparison of business, we need to understand about the history of the
business and what it involves first.
The first wedding registry was created in the 1920’s. It is invented by a department
store owner who realized the bride could avoid mismatched items and returning
unwanted items if the bride can tell her guests what she wants. Moreover, the
diamond wedding ring was invented through a marketing campaign and then “the
traditional white wedding” was introduced during the world war two as it was best
for military morale and so wedding dress existed until today.
Furthermore, the role of professional wedding planner has existed over the years.
As long as men and women have been getting married, there will be people to
arrange all of the details and plan of the wedding day. As weddings nowadays
became the fairy-tale and dream of everyone, the role of a wedding planner
became more spectacular and important.
This shows that wedding industry over the years in this worldwide is a large
industry and also a very competitive industry. This industry is made up of multiple
of enterprises like photographers, designers, make-up artists, and many more. The
services provided includes the most important segment of the industry which is

wedding gowns. Bridesmaids gifts are also one of the service provided in this
wedding industry. Besides, it also provides videos and photo-shooting along with
albums as products. Therefore, in this competitive industry, wedding industry
professionals are boost up to a higher level in order to survive in this industry has
indirectly caused wedding businesses to grow rapidly over years.
BRIEF DESCRIPTION OF THE BUSINESSES
1. NAME:
Micasa Bridal Studio
2. CURRENT LOCATION:

No4, Jalan SS2/75, 47300 Petaling Jaya Selangor.
3. NUMBER OF BRANCHES:
3 branches in total. 1 in Cheras and another 2 in Klang Valley
4. NUMBER OF EMPLOYEES:
20 employees. (Photographers, makeup artist, graphic designers
5. PRODUCTS & SERVICE SOLD:
Wedding packages, photo shooting
6. ESTIMATED CURRENT NUMBER OF CUSTOMERS:
Around 60-80 cases for this month
7. WHEN WAS THE BUSINESS STARTED:
This business have been founded more than 10 years.
8. WHO ARE THE FOUNDERS:
Founded by Tom
9. MOTIVE TO START THIS BUSINESS:
Interest and also we like to see how a wonderful relationship ending
with a memorable wedding
10. RECENT DEVELOPMENT OF THE BUSINESS:
They have brought in wedding gowns from some young creative
designers. Furthermore, they have also change their style of editing
pictures through more advanced photoshop skills. Their employees also
go through trainings to help them to pick up the trends that is flowing tn
the market.

1. NAME:
Bridal Concept
2. CURRENT LOCATION:
No.1, Jalan SS2/75 43700 Petaling Jaya, Selangor
3. NUMBER OF BRANCHES:
2 branches in total. 1 in Singapore and another 1 in SS2
4. NUMBER OF EMPLOYEES:
more than 10 employees. (Photographers, make-up artist, salesman,
shop assistant, album maker)
5. PRODUCTS & SERVICE SOLD:
Pre-wedding photo shooting, actual day photo shooting and family
photo shooting
6. ESTIMATED CURRENT NUMBER OF CUSTOMERS:
Around 30 projects for this month
7. WHEN WAS THE BUSINESS STARTED:
This business have been founded in 2011
8. WHO ARE THE FOUNDERS:
Founded by a pair of married couple
9. MOTIVE TO START THIS BUSINESS:

Interested in fashion design & wedding industry
10. RECENT DEVELOPMENT OF THE BUSINESS:
Bring in new type of photoshop software
Comparative analysis of two businesses
For this assignment, we are required to interview and compare two businesses. The
business industry that we have chosen is wedding industry. The first studio that we
interviewed is Micasa Bridal Studio located at No4, Jalan SS2/75, 47300 Petaling
Jaya, Selangor. Micasa is founded by Tom more than 10 years ago and it has 3
branches where one is located at Cheras and the other two at SS2. The second
bridal studio that we interviewed was Bridal Concept located at No1, Jalan SS2/75,
47300 Petaling Jaya, Selangor. This shop is founded more than 16 years ago.
Obstacles that every business faced can improve them when they compete with
other business in the same sector. The location of both shops is placed in the area
of SS2 and this location is a strategy place where every bridal studio chose to run
their business there. Therefore, the competition among them are very high. The
number of competitors that the both studios have are almost the same.
The top two competitors of Micasa Bridal Studio are Enya Mareine and Casamia
and for Bridal Concept are Enya Mareine, Moco Gallery and Keep Gallery. Both

studio is threatened by the capability of Enya Mareine due to this shop provide
good quality in every aspect. Besides, Enya Mariene is well-known in this wedding
industry as they have achieved many awards which guarantees the customers’
needs. For Casamia , they have provide good service and moderate pricing which
most people can afford .Moco Gallery and Keep gallery are the top 2 out of 3 for
the competitors for Bridal Concept. Moco Gallery have won many awards for best
wedding gowns , many customer are attracted to their wedding gowns and for
Keep gallery, even though Keep Gallery have no awards but they provide good
package where most people can afford and their employee are well-trained which
they are good in promoting their wedding packages .
Both studio need to find a way to compete with their competitors in order
themselves to stay in this business. Micasa Bridal Studio uses low pricing strategy
to keep them in the business, they provide low prices that most customers can
afford and prefer to pay. Bridal Concept provides good quality of artwork like
creative videography and good photography, this ensures their customer are
satisfied.
To those new businesses who want to enter this market today will be hard mainly
due to the strong competition in this market unless they have special item that the
market still yet to exist. Furthermore, the nature of their business today is oligopoly
and monopoly, there is more than 1 and less than 100 shop exist in this market .
This kind of business provides standardize products and services where those new
businesses who wants to join this business , they need to have a big amount of
capital in order to enter and compete with the other oligopoly and monopoly .
In a nutshell, as a customer I would prefer to go Micasa Bridal Studio.
This business had been in this business line far longer than Bridal Concept. Based

on that, the employees in Micasa Bridal Studio are more experienced, they know
how the system works, how to promote to their customers and the duty as a
wedding planner, because of that the employees in Micasa will win over to those
shops who have employees which are lack of experience . Besides that Micasa
Bridal Studio’s decoration and the way they present their shop and themselves it
shows much more promising than Bridal Studio. So the conclusion is Micasa
Bridal Studio is the best and the up most right choice for wedding couples.
Comparative table of 2 businesses
Name of Business Micasa
Bridal
Studio
Bridal Concept
Similarities 1)Both of the bridal studios have
their own theme to attract
customers.
2)Both of them promote their shop
through social media.
3)Both companies are a
partnership company.
4)They have the same competitor
which is Enya Mareine.

5)The nature of both bridal studios
is oligopoly where there is more
than 1 but less than 100 shops in
this market.
Differences Nature of
business
The shop uses
the concept of
nature and
British style
for their
business.
The shop focuses on
art work and
wedding package as
their strength.
Price Their price
range is from
RM2000 to
RM7000
which is
considered
as middle
range
The shop offers
reasonable price of
package.
Services The shop has
well-
mannered
employees
Employees in the
shop is lack of
experience

Parking The shop
provides
convenient
and sufficient
parking area.
The parking area is
inconvenient and has
limited parking lots.
Strategy Low pricing
to attract
customers
with low
budget.
High quality wedding
gowns with
reasonable price.
Recommendation
Micasa Bridal Studio
This shop has a big amount of space but they did not fully utilized it. We
suggest that their shop can improve it by hiring interior designers to help
them refurnish. Other than that, since they are using Facebook to
promote their shop, they should put more information and always update
their page. As Micasa Bridal Studio do not have a website, hence they
need to ensure they always provide sufficient details in their only
Facebook page.
Bridal Concept

For this shop, they need to hire more experience employees and they
need to provide them professional trainings before they are able to
handle any cases. Another issues that also needs to be improve that is the
temperature of the shop. As the afternoon sun is always directly shinning
into the shop without any trees blocking. So i would suggest that they
can hang thick curtains which can block the direct sunlight or maybe
plant some bushy trees in front their shop.
APPENDICS
MICASA BRIDAL HOUSE
Contact Details
Address : No.4, Jalan SS2/75, 47300 Petaling Jaya, Selangor .
Contact Number : 03-78776031
Fax : 03-78776032
Email : micasa@tomwedding.com.my
Website : www.tomwedding.com.my
www.facebook.com/micasabridalhouse
Photos

Internal design of the premise
External design of the premise
Awards

Other photos

Interview Notes

BRIDAL CONCEPT
Contact Details
Address : No.1, Jalan SS2/72, 47300 Petaling Jaya, Selangor
Contact Number : 03-7877 0230
Email : bridalconceptmalaysia@gmail.com
Website : www.bridalconcept.com.sg

Photos
Building’s photos

Internal Design

Wedding gowns

References

1. http://www.tomwedding.com.my
2. https://www.facebook.com/profile.php?
id=133486723345018&fref=ts
3. Wedding Planning Plus: Wedding Professionals Launch
Sidelines Businesses.(Interview). (2012, March 14). Special
Events Magazine.
4. Agins, T. (2007, April 1). Amsale the Business of Bridal.
Ebony.
5. Wright, B. (2003, February 1). Anything goes: Unique ideas
from wedding professionals. .(Directory)(Advertisement). Los
Angeles Magazine.
6. Get Married Magazine Introduces Real Weddings Issue. (2011,
October 20). Entertainment Close-up.
7. Wedding Supplies Direct: Offers vast selection, excellent
pricing: Gift retailers looking for a one-stop shop for their
bridal assortments need look no further than Wedding
Supplies Direct, whose broad selection ranges from wedding
cameras and cake servers, to ring pillows, guest books, and
everything in between. (A Special Section To Gifts &
Decorative Accessories). (2002, October 1). Gifts &
Decorative Accessories.
8. Bridal style: A guide to the city's best bridal shopping and
services.(Special Advertising Section)(Directory). (2003,
September 1). Los Angeles Magazine.

9. http://www.bridalconcept.sg/
10. https://www.facebook.com/bridalconceptmalaysia

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