English ii finalassignment

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School of Architecture, Building and Design
Foundation in Natural and Built Environment [ FNBE ]
English II
Ms. Cassandra
English Final Project - Research Assignment Report
FNBE August 2014
Group Members :
Caleb Soh Er Wen 0320292
Cheok Jian Shuang 0320089
Chia Ly Vier 0320142
Chin Vin Yan 0320311
Chong Kit Yee 0319748
Erica Lo Set Lek 0319005
Ng Wyn Jane 0319440

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Teh Sin Ying 0320509
Table of Content
No. Title Page Number
1. Artistic Cover 1
2. Cover Page 2
3. Table of Content 3
4. Key Summary
4.1 The Location
4.2 The Team
4.3 The Assignment
4.4 Research Questions
4 - 6

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4.5 Methodology
5. Research Report
5.1 History of the Trade
5.2 Description of the Business
5.3 Comparative Analysis
7 - 14
6. Recommendations 15 - 16
7. Bibliography 17
8. Appendices 18 - 29
9. References 30
Key Summary

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4.1 Location
For this assignment, we were to locate two Chinese medical halls, one in Penang and
the other one back here in the Klang Valley. The different locations and environments
were to serve as point of comparison between the two businesses.
The first Chinese medical hall we contacted, going by the name of Cheng Woh Medical
Hall, was located in Georgetown, Penang. Georgetown in itself is a UNESCO World
Heritage site and serves as a tourism hub through its many cultural and commercial
sites. Cheng Woh Medical Hall in specific is located along Lebuh Campbell and is
housed in an old colonial era shophouse.
For the Chinese medical hall located in the Klang Valley, we contacted a shop by the
name of Keen Hing Enterprise. Located at Petaling Street, Kuala Lumpur, which is a
Chinatown infamous for its counterfeit goods, it is located in a prime area where
international tourist and locals likewise can be expected on a daily basis.
4.2 Team
Placed into teams of eight people, we all brought different skills and strengths to the
table. Caleb, playing the role of a leader, took it onto himself to keep everyone
accountable on their progress. He also helped facilitate discussions and made key
decisions for the group. Ly Vier, Winter and Erica were responsible for everything
concerning the medical halls. In between the three of them, they researched on suitable
chinese medical halls, arranged our appointments with the chinese medical hall and
prepared the interview questions.
Cheok and William were tasked with preparing the main bulk of the research materials
as well as the data presentations for the report and slides. Jane and Kit assisted in
taking recordings and photos which were later used in the report.
However, these task appointment did not hinder the group members from aiding one
another and giving input to each others section as things progressed. From the
research until the final phase of report writing, each of the team members served as an
integral member in completing this assignment.

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4.3 Assignment
Utilizing comparative research as the fundamental methodology, each of the groups
were tasked with studying and comparing two trades or businesses of similar nature,
one located in Penang and and the other in the Klang Valley. The main purpose of the
assignment was to analyze and compare the similarities and differences of the identified
businesses. The data required for analysis and comparison needed to be obtained
through a mixture of primary sources and secondary sources. Primary sources being
the interview and secondary sources being other printed sources or research papers.
The outcomes of the analysis and comparison then needed to be presented in the form
of a research report and formal presentation in front of our lecturer.
4.4 Research Questions
Based on and modified from the questions provided in the appendix of the assignment
brief :
1. When was the business founded?
2. Who are the key founders? How many, if any, generations have inherited the
business?
3. What prompted the founders to start the business?
4. What are your main products?
5. Who are your customers?
6. What is the business annual revenue figure?
7. How many branch offices or stores do you have?
8. Can you provide us a brief history of your business and its most recent
development?
9. Do you have many competitors? Who are they? Who are your top 3 competitors?
10. Is the business constantly facing strong competition from competitors? What

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strategies have they used to compete with you?
11. How much capital is required to start this business? What, if any, specialized field of
knowledge do you need to run this business?
12. Generally, do you feel that it is easy or hard to enter this market? Why?
13. How do you compete with your competitors? What strategies do you employ to
divert customers away from your competitors?
14. Do you have your own medicinal prescription?
15. Where do you get your supply of medicinal herbs?
16. Are your pricing decision strongly affected by your competitors?
4.5 Methodology
4.5.1 Data Collection
We conducted interviews with both owners of the respective chinese medical hall during
our visits to their shops. At the same time, we went there equipped with cameras and
voice recorders to obtain the necessary evidence and materials. Even before our visit to
the chinese medical halls, we did a research on relevant informations and familiarized
ourselves with the traditional chinese medicine business. This enabled us to formulate
relevant interview questions with the result of better, more workable data.
4.5.2 Data Presentation
The end goal of this assignment was to produce a good written report and verbal
presentation. To achieve that, we delegated each individual in our team to work on a
certain subtopic. This method enabled everyone to focus explicitly on a certain topic and
data scope and thus increase the productivity as well as efficiency of each member.
Having gotten everyone to arrange the initial data, we then filtered and edited it, looking
out for basic grammatical errors as well as ensuring a structured flow to the overall data
arrangement. In the mean time, a few others worked on the presentation slides.
Referring to the written report, they included all the key elements of the report into the
slides. Lastly, we familiarized ourselves with the subtopic allocated to us to ensure a
smooth verbal presentation.

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Research Report
5.1 History of the Trade
Chinese herbal medicine has been around for a long time, with a history of about
4000 years. It all started around 2300 years ago, when Shen Nung, now widely
recognized as the father of Chinese medicine, harvested and codified wild herbal
medicine. Ever since then, Chinese herbal medicine has experienced constant
improvement and modification.
Unlike Western herbs, Chinese herbs consist not only of plants, but also of
animal parts and minerals. It fundamentally includes the knowledge of hundreds of
herbs and formulae. In most cases herbs are not used on its own but are used in
tandem with one another. Formulas usually consist of 10 to 15 or more ingredients,
each having a functional relationship with the others. One of the advantages of putting
together all the individual dry herbs is that the prescription can be created specifically
for each patient and adjusted on a regular basis in relation to the changes of the
patient's condition.

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In the olden days, most of the Chinese medical hall served as a one stop center
for traditional Chinese medical treatment. To fulfil this function, Chinese medical halls
are manned by Chinese physicians and equipped with the traditional Chinese medical
counter. The role of a Chinese physician is to accurately identify the root of a medical
condition and also prescribe the appropriate medication, much like a modern day
doctor. At the same time, the counter contains hundreds or maybe thousands of herbs.
Both of these are the soul of a traditional Chinese medical hall.
In Malaysia, most of the Chinese medical halls were set up by the Chinese
immigrants who came to Malaya. Those immigrants were the pioneers who
manufactured, managed and distributed Chinese herbs and medicines in this region to
countries of this region, e.g. Sumatra, Singapore. Thus, most Chinese medical halls
have been handed down from generation to generation, some even amounting to four
generations, spanning over hundreds of years.
Nowadays, the Chinese medical halls in Malaysia not only provide medical
treatments, many of them have ventured into the market of herbal mixes for soups,
desserts and teas. Some are selling western medicine and miscellaneous goods as

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well. This serves as a response to the changing demands and needs of this era.
Unfortunately, an increasing amount of Chinese medical halls have been finding it
increasingly difficult to sustain this business in this era and are slowly waning under the
pressure of business.
5.2 Description of Business
This research assignment is based on two chinese medical halls. They are Keen Hing
Enterprise in Petaling Street, KL and Cheng Woh Medical Hall in Penang.
5.2.1 Keen Hing Enterprise

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Keen Hing Enterprise is a chinese herbal medical hall started by their own. This medical
hall is located at Petaling Street, Kuala Lumpur. The founder of this business is Mr. Lim
Xing. Mr. Lim started his business about 50 years ago because of his passion for
Chinese herbal medicine. The business was previously a partnership within three
brothers but it is now solely owned by Mr Lim, who is one of the three brothers. The
business consists of only one medical hall and it has no branches.
A huge portion of the herbs and remedies, up to 90%, are sourced and imported from
mainland China. The remaining 10% of the herbs come from local suppliers. The
majority of these herbs are then packaged into sachets used to boil soup. These
sachets are the main product.
According to the interview, most of the customers are either mothers or senior citizens.
Many of these customers are regular customers. However, there are also new
customers, consisting of tourists and visitors, who visit occasionally. The pricing of the
products are adjustable due to economic issues. The average income for this business
is around RM3000 per month.
In terms of competitors, there are only two in the area. Based on Mr Lim’s words, there
used to be more medical halls in the area but many of them has closed down as they
they couldn’t afford to continue. Reasons behind this includes high rental fee and the
lack of a successor for retiring business owners.
5.2.2 Cheng Woh Medical Hall
Cheng Woh Medical Hall is located at 164B-C, Lebuh Campbell, 10100, Pulau Pinang.
The business was founded by Mr. Lee Cheng Woh in 1933 and is currently owned by
his great grandson Mr Lee. This means the business is in its fourth generation. Mr Lee
ventured into this business because of the market and social needs of that time. This
was also the only profession in which they were familiar with. They moved to their
current premise in 1988.
The main product of Cheng Woh Medical Hall is herbal soup sachets which they pack
on their own. Dry seafood is also another product which is sold. These are all proven
and effective means of treating infertility. As a result, women who suffer from infertility

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regularly purchase their herbs here. All of these products come from different places
with an acceptable and an affordable price.
The target market of this company are mothers which includes grandmothers as well as
young mothers. Most of them are regular customers. There are also tourists who visit
the store as they pass through the area. This is the only store and has no branches. The
owner stated that he wish to develop his business and the renovation of current shop is
now taking place.
Competitors are very wide. They included direct competitors and indirect competitors.
Direct competitors are the medical halls nearby and indirect competitors are the small
business that sell chinese herbal. Development of this business is on the progress. The
strategy of improvement are high value of products, positions of the employee and
educate people about the knowledge of chinese herbal.
5.3 Comparative Analysis
Item Cheng Woh Medical Hall Keen Hing Enterprise
i. Competitors There are many
competitors, which
includes direct competitors,
Poh Aun Tong Medical
Hall, and indirect
competitors, Hai O
Enterprise Berhad and Eu
Yan Sang International Ltd.
There are only 2
competitors, which are
Kien Fatt Medical Store
and Yong Fong Thai Sdn.
Bhd.
ii Brief Descriptions of
Competitors
1. Poh Aun Tong Medical
Hall
- Since 1965.
- Sells traditional chinese
herbs and provides
health-care consultation
services.
- Product from local and
1. Kien Fatt Medical Store
- Since 1967.
- Categorized as
traditional chinese
pharmacy.

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overseas supplier. - Newly renovated and
equipped with air
conditioning and lights.
2. Hai O Enterprise Berhad
- Since 1975.
- Offers a wide range of
products and services
- Manufactures and
distributes products
independently.
2. Yong Fong Thai Sdn.
Bhd.
- Since 1975.
- Categorized as
traditional healthcare
therapy.
- Newly renovated and
equipped with air
conditioning and lights.
3. Eu Yan Sang
International Ltd.
- Since 1885.
- Market fine quality
chinese herbs, chinese
proprietary medicines,
food and supplements.
- Manufactures and
distributes products
independently.
iii. Competition Strategies i. Pricing
- Prices based on
market price.
- Adjusted according to the
economic condition
ii. Advertisment
- Featured on social media
sites, such as Facebook
and Instagram.
- Preferred by the locals
and good reputation is
spread by customers.
- Advertised via customers’
word of mouth
iii. Signature Product

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- Specializes in remedies
to cure infertility
- Specializes in medical
herb mix for soups
iv. Quality of Services
- Family-runned,
astonishingly warm and
friendly.
- The shop owners
regularly chat with
customers and give them
opinions about health
care.
- Friendly, but sufficiently
fast and efficient. Suitable
for the fast paced lifestyle
of a big busy city.
iv. Obstacles Faced by The
New Business
- Large capital is required
- Owner needs to acquire in-depth professional
knowledge is required.
- Face competition from well established shops, such as
Eu Yan Sang International Ltd.
v. Nature of Market - Perfectly Competitive.
Cheng Woh Medical Hall
is located in close vicinity
to all competitors, which
requires them to be
unique in order to stand
out from the crowd.
- Oligopoly. Keen Hing
Enterprise is one of the
three survivors in the
area where they all have
their own fix customers
flow.
vi. Summary Table of Similarities and Differences between two businesses.
Cheng Woh Medical Hall Similarities Keen Hing Enterprise

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Soup Base and Dry
Seafood
Main Products Soup Base and Dry
Seafood
None Current branches None
Relatively modern. Newly
renovated and equipped
with air conditioning and
lights.
Business layout and
atmosphere
Relatively modern. Newly
renovated and equipped
with air conditioning and
lights.
Cheng Woh Medical Hall Differences Keen Hing Enterprise
The founder of Cheng Woh
Medical Hall is Mr. Lee Pak
Fong, from Guangzhou,
China. He started the
business in 1933 in
Campbell Street and was
forced to close down the
business due to the chaos
of World War II. The
current owner, which is the
4th generation, Mr. Lee Xi
Wen inherited the shop
from his father, Mr. Lee Tak
Tsong and insist on
following the philosophy of
Mr. Lee Pak Fong, which is
to use genuine products
only.
History The founder of this
business is Mr. Lim Xing.
Mr. Lim started his
business about 50 years
ago because of his passion
to chinese herbal. The
business is previously
partnership with three
brothers but is handled by
the owner now.
Cheng Woh Medical Hall is
located in Campbell Street.
Address:
164-C Campbell Street
Georgetown, 10100
Penang
Location Keen Hing Enterprise is
located in Petaling Street
Address:
Jalan Petaling, 50000
Kuala Lumpur, Wilayah
Persekutuan, Malaysia
7 employees, 5 of them are
locals as well as family
members of the owner and
the other 2 are foreign
Workers 4 employees, all of them
are locals as well as the
owners’ family members.

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workers.
Longsighted with plans to
have their first branch
when they settle down after
the renovation of their
shop.
Future Plan Shortsighted
Mostly married women,
senior citizens, tourists and
locals.
Targeted Market Old customers which
includes mostly mothers
and senior citizens.
Featured on websites and
social network sites.
Media Doesn’t advertise2.
Improving on chinese
herbal formulas which
already achieved 500
different formulas designed
to cater treatment and also
health food for the
community.
Combating Competition Focus on the supply for old
customers only
Due to the market needs
and obtain qualified
knowledge.
Reason of Starting The
Business
Passion towards chinese
herbal
Mostly from local sources Product Source Mostly from other countries
such as China
Around RM60,000 Annual Revenue Around RM40,000

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6.0 Recommendation
Based on our analysis regarding the two Chinese medical hall, Cheng Woh Medical Hall
and Keen Hing Enterprise,we have proposed a few recommendation to further improve
their competitiveness in the future
1. Cheng Woh Medical Hall
Current Situation Recommendations
Limited choices of products. The owner should consider selling a small
selection of western medicine to increase
the variety of medicine available.
Moreover, the owner should also consider
selling some miscellaneous items. A
variety of products will definitely attract
new customers and maintain the existing
customer.
Stagnant expansion of branches. The family owners of this chinese medical
hall should further develop their business
by opening branches in other towns that
lack of Chinese medical hall. This will
definitely create a new source of income
for the business.
2. Keen Hing Enterprise
Current Situation Recommendations

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Limited services. The owner could consider hire a Chinese
physician to provide medical treatment .
This way, the shop will turn into a one-
stop traditional chinese medical hall .
Weak advertising Due to the lack of advertisement and
publicity, Cheong Woh Medical Hall is
hardly visible.The owner should improve
on advertising strategies, such as printing
some banners in order to allow the
customers to search them easily.
Besides, they could consider being more
aggressive in advertising in order to
create awareness and draw attention.
Product sources mainly from China The owner could consider getting
products from local retail shop. As local
product’s cost less. This way, the
business profit will increase .

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Bibliography
Borowy, I. (2009). Uneasy encounters: The politics of medicine and health in China,
1900-1937. Frankfurt am Maim: Peter Lang.
Soepadmo, E. (1989). Malaysian traditional medicine: Proceedings of the Seminar on
Malaysian Traditional Medicine, Kuala Lumpur, June 10-11th, 1988. Kuala Lumpur:
Institute of Advanced Studies, University of Malaya.

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Appendices
A compilation of handwritten document and photos that were involved in the process of
compare and study on two Chinese medical hall.
A. Cheng Woh Medical Hall Sdn. Bhd.
1. Photos

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Signage of Cheng Woh Medical Hall Group photo after the interview section

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Owner’s and his family also involved to run the business.
Process of their co-worker packaging the Chinese medical hall.
Products they sell after well packaging the Chinese medical hall.

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B. Keen Hing Enterprise
1. Photos

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The front view and the signage of Keen Hing Enterprise.
The overall look of the shop. Group photo after the interview section.
Some of the competitor that we found along the Petaling street.

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Minutes of Meeting (1)
DATE 21th April 2015
TIME 3:00 pm - 4:00 pm
VENUE Lecture Theatre 10
ATTENDEES:
NAME OF GROUP MEMBERS TUTORIAL GROUP ROLE
Caleb Soh Er Wen Friday 12:00 pm Leader
Chia Ly Vier Friday 12:00 pm N/A
Chin Vin Yan Friday 12:00 pm N/A
Cheok Jian Shuang Friday 12:00 pm N/A
Chong Kit Yee Friday 12:00 pm N/A
Erica Lo Friday 12:00 pm N/A
Teh Sin Ying Friday 8:00 am N/A
Ng Wyn Jane Friday 8:00 am N/A
MINUTES:
NO. ACTIVITIES DETAILS
1. Introduction A brief introduction on what been assigned to do.
2. Discussion Brainstorming on what kind of businesses we want to
compare and duties of each members. (See table 1)
3. Research After decided kind of business we want to study, we
made a list of shop around Georgetown that we found on
internet .

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4. Making Appointment We made a phonecall to have an interview section.
5. End Meeting adjourned.
Table 1.1 ROLES AND DUTIES
NAME ROLE
Caleb Soh Er Wen Leader / Interviewer
Chia Ly Vier Secretary / Interviewer
Chin Vin Yan Voice recorder
Cheok Jian Shuang Video recorder
Chong Kit Yee Document / note
Erica Lo Research / Document
Teh Sin Ying Request for interview
Ng Wyn Jane Document / note

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DATE 2nd May 2015
TIME 4:00 pm - 4:30 pm

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VENUE Cheng Woh Medical Hall
ATTENDEES:
Caleb Soh Er Wen Friday 12:00 pm Leader / Interviewer
Chia Ly Vier Friday 12:00 pm Secretary / Interviewer
Chin Vin Yan Friday 12:00 pm Voice recorder
Cheok Jian Shuang Friday 12:00 pm Video recorder
Chong Kit Yee Friday 12:00 pm Document / note
Erica Lo Friday 12:00 pm Research / Document
Teh Sin Ying Friday 8:00 am Request for interview
Ng Wyn Jane Friday 8:00 am Document / note
MINUTES:
1. Introduction Brief of what task and duties before we start the
interview.
2. Discussion Business location and appointed. Discussion and
creation of illiteracy. (See table 2.1)
3. Delegation of Duties Duties and detail of duties we were made clear and
delegated to every members. (See table 2.2)
4. Discussion on
Logistic
Thing to bring, transport arrangement and thing to be
discuss and set. ( See table 2.3)

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Table 2.1 ITINERARY FOR 2ND MAY 2015
TIME ACTIONS
3:30 PM Meeting at Continental Hotel Lobby and ready to depart to Cheng
Woh Medical Hall.
3:45 PM Arrived in Lebuh Campbell. Walk around to survey the surrounding
3:50 PM A brief discussion on what are the task and duties of each group
members
4:00 PM Interview of business
4:20 PM Sightseeing of the shop and the process of packaging
4:30 PM End our interview section and walk back to Continental Hotel.
Table 2.2 DELEGATION OF DUTY
NAME ROLE
Caleb Soh Er Wen Leader / Interviewer / Navigator
Chia Ly Vier Secretary / Interviewer
Chin Vin Yan Voice recorder / Navigator
Cheok Jian Shuang Video recorder
Chong Kit Yee Transcript writing
Erica Lo Transcript writing
Teh Sin Ying Unable to attend
Ng Wyn Jane Document / Note / Photographer

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Table 2.3 LOGISTICS
LOGISTICS DETAILS
Transport Walking.
Things to bring Water, pen and paper, electronic devices, questions
Things to do Interview, record, shoot photos, eat.
DATE 9th May 2015
TIME 9:00 am - 11:30 am
VENUE Classroom E3. 11
ATTENDEES:
Caleb Soh Er Wen Friday 12:00 pm Leader
Chin Vin Yan Friday 12:00 pm N/A

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Teh Sin Ying Friday 8:00 am N/A
MINUTES:
1. Introduction A brief introduction on what been assigned to do.
2. Discussion Brainstorming on what kind of businesses we want to
compare and duties of each members. (See table 3)
3. Research After decided kind of business we want to study, we
made a list of shop around Georgetown that we found on
internet .
4. Making Appointment We made a phonecall to have an interview section.
Table 3.1: ROLES AND DUTIES
NAME ROLE
Caleb Soh Er Wen Leader / Interviewer
Chia Ly Vier Secretary
Chin Vin Yan Voice / Video recorder
Cheok Jian Shuang Research / Report writing

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Chong Kit Yee Research / Report writing
Erica Lo Report writing / Presentation
Teh Sin Ying Request for interview / Document / Note

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DATE 17th May 2015
TIME 1:00 pm - 3:30 pm
VENUE Keen Hing Enterprise
ATTENDEES:
Caleb Soh Er Wen Friday 12:00 pm Leader / Interviewer
Chin Vin Yan Friday 12:00 pm Voice / Video recorder

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Teh Sin Ying Friday 8:00 am Document / Note
MINUTES:
1. Introduction Brief of what task and duties before we start the
interview.
2. Discussion Business location and appointed. Discussion and
creation of illiteracy. (See table 4.1)
3. Delegation of Duties Duties and detail of duties we were made clear and
delegated to every members. (See table 4.2)
4. Discussion on
Logistic
Thing to bring, transport arrangement and thing to be
discuss and set. ( See table 4.3)
Table 4.1 ITINERARY FOR 17TH MAY 2015
TIME ACTIONS
1:00 PM Meeting at Taylor’s University Lakeside Campus and ready to depart
to Keen Hing Enterprise.
2:05 PM Arrived in Petaling Street. Walk around to survey the surrounding
2:15 PM A brief discussion on what are the task and duties of each group
members

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3:15 PM Interview of business
3:25 PM Sightseeing of the shop and the process of packaging
3:30 PM End our interview section and journey back to campus.
Table 4.2 DELEGATION OF DUTY
NAME ROLE
Caleb Soh Er Wen Leader / Interviewer / Navigator
Chia Ly Vier Unable to attend
Chin Vin Yan Voice / Video recorder / Navigator
Cheok Jian Shuang Unable to attend
Chong Kit Yee Unable to attend
Erica Lo Unable to attend
Teh Sin Ying Document / Note / Photographer
Ng Wyn Jane Unable to attend
Table 4.3 LOGISTICS
LOGISTICS DETAILS
Transport LRT and walking.
Things to bring Water, pen and paper, electronic devices, questions
Things to do Interview, record, shoot photos, eat.

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References
Chinese Medicine: History, Traditional Four Methods of Diagnosis. (n.d.). Retrieved May
26, 2015, from http://www.travelchinaguide.com/intro/medicine.htm
Traditional Chinese Medicine. (n.d.). Retrieved May 26, 2015, from
http://healthcaremalaysia.com/news-info-2/traditional-chinese-medicine
Who We Are. (n.d.). Retrieved May 26, 2015, from http://www.chengwoh.com/who-we-
are
Season with Spice - an Asian Spice Shop: Spotlight on Spice: A visit to Cheng Woh
Medical Hall - a Chinese Herbal Medicine Shop. (n.d.). Retrieved May 28, 2015, from
http://blog.seasonwithspice.com/2012/05/chinese-alternative-medicinal-herbs.html
Hai-O Enterprise Berhad. (n.d.). Retrieved May 29, 2015, from http://www.hai-
o.com.my/background.php
Eu Yan Sang : Gift Hamper, Ginseng, Birdnest, Bo Ying Compound, Bak Foong Pills,
Chicken Essence, Yen, Honey Mart. (n.d.). Retrieved May 29, 2015, from
http://www.euyansang.com.my/About/frmAbout.aspx?intCMSContentID=1074

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