English Report.docx

SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
Research Unit for Modern Architecture Studies in Southeast Asia
Foundation of Natural Build Environments (FNBE)
ASSIGNMENT:
Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical
Locations
REPORT TITLE:
Buffet Steamboat Restaurants
GROUP MEMBERS:
NAMES ROLES
AHMED ALI KARAMA SENAN
0320478
- Appendices
- Reference & Bibliography
ALIA NISA RAFLLY
0320774
- Key Summary
- Description of Business
- Report Compilation
DEENIE H’YATT JUMAT
0319719
- Interview Questionnaire
- Comparative Analysis
- Artistic Cover
LIM WEI HENG
0320148
- Interview Questionnaire
MOHAMAD ADIB ISMAIL
0321532
- Description of Business
MOHAMMAD DANIEL MAZLAN
0321409
MUHAMAD ANWAR FAUZI
0320213
- Recommendation
SITI NUR FATAHIAH
0320595
- Team Coordinator
- Presentation slide
- Description of History of the Trade
- Recommendation
ENGLISH II [ELG30605]
LECTURER:
MS CASSANDRA WIJESURIA
SUBMISSION & RESENTATION DATE:
5TH JUNE 2015

2
ENGLISH II [ELG30605] | BUFFET STEAMBOAT RESTAURANT
TABLE OF CONTENT
NO. TITTLE PAGE NO.
1 KEY SUMMARY 3
2 DESCRIPTION OF THE HISTORY OF THE BUSINESS 4
3 DESCRIPTION OF THE BUSINESS 5-9
4 COMPARATIVE ANALYSIS OF COMPETITIVE TRAITS 10-17
5 OBSTACLES FACED BY NEW BUSINESS 18
6 RECOMMENDATION 19
7 BIBLIOGRAPHY 20
8 REFERENCES 21
9 APPENDICES 22-24

3
KEY SUMMARY
Through our research, buffet steamboat restaurants are very famous. We have chosen
Yuen Buffet Steamboat Restaurant in Kelana Jaya and Restaurant Nelayan in Gombak.
These two restaurants shares similar characteristics of ownership, owning excellent
reviews and having loyal customers. Both of these restaurants have a wide selection of
fresh seafood and other local cuisine that will satisfy their customers craving. Despite
having heavy competition surrounding them, they manage to maintain their business is
because of their loyal customers.

4
DESCRIPTION OF HISTORY OF TRADE
Originally referred as ‘hot pot’ in Southeast Asia, steamboat is commonly known as a
fondue dish that consists of a simmering stock pot placed at the center of the dining
table, alongside a variety of stew and other ingredients. With a history of more than a
thousand years, the steamboat is said to be originated from the Mongolians and first
appeared in China in the early Qing Dynasty. It has then spread to the southern part of
China during the Tang Dynasty, and from then on to the rest of the Asian regions. The
ingredients are placed into the pot while it is simmering to be cooked. The cooked food
is usually served with many different kinds of dipping sauce, for extra flavor. The main
ingredient of steamboat is meat, though over time seafood has made its way to be a
popular ingredient as regional variations develop. Nowadays, the traditional coal-heated
steamboats have been replaced by electric or induction cooker versions. Because of
different styles from region to region, there are now also many variations of steamboats,
and each steamboat has a distinguished and unique flavor and style.

5
DESCRIPTION OF BUSINESS
This research is based on the analysis of two steamboat restaurants that is Yuen Buffet
Steamboat Restaurant in Kelana Jaya and Restaurant Nelayan in Gombak.
Location of Business 1, Yuen Buffet Steamboat Restaurant
Location of Business 2, Restaurant Nelayan

6
Business 1;
YUEN BUFFET STEAMBOAT RESTAURANT
Name:
Yuen Buffet Steamboat Restaurant
Current location:
8G, Block A, Zenith Corporate Park,
Jalan SS7/26 Kelana Jaya,
47301, Petaling Jaya,
Selangor, Malaysia
Number of branches:
1
Number of employees:
12 (mostly are immigrant)
Main product:
Buffet Steamboat
(Seafood, chicken wing)
Operating Hour:
Dinner: 5.00pm – 12.00am (Last entry: 10.30pm)
Off Days: 1st and 3rd Tuesday of each month.

7
Pricing:
Adult/Children above 150cm – RM34.00
Children (below 13) between 131cm to 150cm – RM17.00
Children (below 13) between 100cm to 130cm – RM10.00
Estimated current number of customers:
Not specific, numbers of customers depends on the season.
Number of customers during the weekends is larger than on weekdays.
Opening date:
2005, in their previous location in Sunway Mentari
2014, in Kelana Jaya
Founder:
Madam Susie Teh
Motive of starting this business:
Yuen Buffet Restaurant was operated under supervision of Madam Susie Teh. She
started this business together with her husband and it became her passion until her
passing in 2010. The business remains as a family-operated enterprise and was
continued by her oldest daughter and son.
Recent development and changes:
- 15 January 2014, They have relocated to Kelana Jaya from its previous location in
Sunway Mentari
- More variety of food and delicacy
- New surrounding and comfortable setting
Brief History:
Yuen was first operated in 2005 as a family business under the matronage of Madam
Susie Teh. In its previous location in Sunway Mentari, the business has become popular
due to its wide array of steamboat selection and Madam Susie Teh’s famous ‘Honey’
chicken wings. Yuen Steamboat has captured the hearts of many customers, as majority
of them kept coming back for more. However, her eldest daughter and son have taken
over managing the business, after Madam Susie Teh passed in 2010. The business is
now moved to Kelana Jaya to start, in hopes to capture the hearts of new customers.

8
Business 2;
RESTAURANT NELAYAN
Name:
Restoran Nelayan Titiwangsa
Current location:
Lot 1183, Batu8 3/4 Jalan Gombak,
53000 Kuala Lumpur, Malaysia
Number of branches:
1
Number of employees:
Around 15~20
Main product:
Buffet steamboat (seafood) Kelantan Cuisine
Operating Hour:
Weekdays and weekends: 6.30am – 10.30pm
Pricing:
Set A > 4 dishes + white rice + Chinese tea + mix fruits = RM 55.00 (2 pax)
Set B > 5 dishes + white rice + Chinese tea + mix fruits = RM 98.00 (4 pax)
Set C > 6 dishes + white rice + Chinese tea + mix fruits = RM 144.00 (7 pax)
Set D > 7 dishes + white rice + Chinese tea + mix fruits = RM 190.00 (10 pax)

9
Estimated current number of customers:
Not specific, numbers of customers depends on the season.
Number of customers during the weekends is larger than on weekdays.
Opening date:
Year 1985
Founder:
Nik Abdullah
Marketing manager:
Hj. Zainal
Senior manager:
Joseph Tan
Motivation to continue this business:
Motivated by numbers of loyal customers that loves their food and had frequently come
ever since it open.
Recent development and changes:
Spent about 2 million to upgrade their restaurant. They had made some landscaping,
changing the carpets and upgrading their carpark area.
Brief history:
Restaurant Nelayan was establish in year 1985 and it has attract many people around
Malaysia with their interesting concept which is buffet and steamboat. In 1985 they were
only few restaurant is doing steamboat (countable). The owner of this successful
business is Nik Abdullah. He started the business in Taman Tasik Titiwangsa, Kuala
Lumpur. They have been few competition with the other restaurant, but restaurant
customers will never decrease because of their concept which is “going forward”. They
kept on changing the restaurant surrounding by adding something new, when their
customers come for lunch or dinner they won’t get bored by their décor, every year they
will renovate the empty space and improvise the old spaces in the restaurant.

10
COMPARATIVE ANALYSIS of the BUSINESS’s COMPETITIVE TRAITS
Business 1: Yuen Buffet Steamboat Restaurant
Yuen Steamboat Restaurant was one of the first steamboat restaurant to open in Sunway
Mentari. After a few years of operating, a new shop lot was opened in that area and 13
other buffet steamboat restaurant was later opened. Yuen Steamboat’s competition keep
on increasing from time to time. Yuen Steamboat had to relocate because of the building
they are using is getting old and was going to be demolish. They had relocated to Kelana
Jaya, where there is not much of competition there but they had to face with new
obstacles because their new location in Zenith Corporate Park is quit deserted and most
shops there are used as storage.
The top 3 competitors of Yuen Buffet Steamboat Restaurant are KL Steamboat Station,
Thong’s Recipe and Teaffani Catering. They are located within walking distance in the
Zenith Corporate Park.

11
Competitor 1: KL Steamboat Station
This restaurant is located at block D in the Zenith Corporate Park while Yuen is located
at block A. As their grill selection and steamboat were quite limited and to compare to
the other steamboat restaurant, there wasn’t much selections to choose from compare to
the Yuen Buffet Steamboat Restaurant. As there are still only two steamboat restaurant
located in Zenith Corporate Park.
Competitor 2: Thong Recipe
This restaurant started in April 2011 and is located at block B in the Zenith Corporate
Park. This restaurant provide catering upon arrangement, breakfast and lunch set
catering to attract more customer with a reasonable price. Although the business there
is quite slow due to most of the shop nearby there are still vacant and under
construction.

12
Competitor 3: Teaffani Catering
This restaurant was founded in 2011. It is only a few meters away from Yuen Buffet
Restaurant. This restaurant is known for its delicious and beautiful catering service
which is usually for event like wedding, birthday and private catering in that area as they
also provide buffet service, drop off service or any kind of event the customer want it to
be. Customer could customized their own event as how they want it to be.
Nature of their market.
The nature of their market is perfectly competitive since most of the steamboat
restaurants in Sunway depends and follows the country economy. The price of the raw
sources is sometimes high and sometimes low. Being in this kind of situation is like
depending on luck and later on having to come up with a price that can satisfy the
customer.

13
Strategies Employed by Yuen Buffet Steamboat Restaurant with
competitions.
A few strategies were employed by The Yuen to attract more customers
- They had already set a strong foundation at Sunway Mentari as one of the best
steamboat restaurant at their previous location. So even though they move to this new
area, they will also have their own regular customers coming back and also could attract
other new customers in that specific area.
- They already did a good improvement on their business by moving to a much safer
and comfortable setting which also had plenty of parking spaces for you to park just
need to pay 2 ringgit to enter the parking space and security and you could come and
enjoy your dinner safe and sound in the Yuen Steamboat Buffet Restaurant.
- They had a wide variety of fresh seafood ingredients and other more
choices of ingredient of sources, vegetable, delicacy and many more food of
choices to satisfied different customer form all ages. And they are also famous for their
Honey Chicken Wings which is also known as their signature dish and for the delicacy
they had 4 variety of ice cream, longan soya pudding, fruits and many more other food
that you could enjoy after you had ur steamboat
- For the pricing, they are affordable and relevant as for adults or children above
150 cm will be 34 ringgit, for children between 131 cm and 150 cm will be 17 ringgit and
for children between 100 cm and 130 cm will be 10 ringgit will be 10 ringgit. As you can
see, it is definitely affordable and relevant charge as they also include Chinese tea and
water, including 6 % GST and no additional service charge. This will absolutely attract
more customer as the pricing are just nice to all the customer of all ages especially
students for all of this variety of foods.
- They also advertise their business through social media such as Facebook,
website and many more which is a great strategy to improve their business
as nowadays social media had play a very important role as most of the people are able
to access to it.
- Important thing about their success is their hardworking and trust-worthy
employee as most are the employee are immigrant. According to the owner, she
said that immigrant worker are even more willing to work and they were also here under
contract which last about like 10 years or more. As most of them came here motive is to
make a profit to bring back to their country compare to the local worker as they were
quite lazy and didn’t take thing seriously for most of the time because they are local and
couldn’t change their working place if they feel like want to change.

14
Business 2: Restaurant Nelayan
In Titiwangsa, restaurant Nelayan competitor, Titiwangsa Seafood Village is located
nearby the area and they even served seafood too. Unfortunately, due to slightly poor
service and unorganized surrounding, restaurant Nelayan gained more attraction which
make them successful.
From what we have inspect, the
restaurant is located in a rural area
which at Gombak. We have been told
by the manager that, their business are
currently running slow compared than
before when they opened at Titiwangsa
area which it was a strategic place on
the market segment. Gombak is an
area where it is far from town and low
population. In other case, the
restaurant didn’t open any franchise in
other place and this will make the
restaurant are hardly recognized by the
citizen. The area located are dull
environment and village type but they
do get customer due to the area is
located around residential area.
During in Titiwangsa, restaurant
Nelayan are one of the well-known
steamboat restaurant. The business
runs successfully due to more
convenient location by the lake and
park.

15
Main competitor: Titiwangsa Seafood Village
This restaurant located at No. 1, Jalan Temerluh, Taman Tasik Titiwangsa, Wilayah
Persekutuan Titiwangsa. It is only a few meters away from restaurant Nelayan. This
restaurant served steamboat and buffet.
Strategies employed by restaurant Nelayan with competition.
A few strategies were employed by restaurant Nelayan to attract more customers.
- They kept on changing the restaurant by adding something new such as, upgrading the
landscaper, enlarge the parking space, adding furniture’s and more.
- Every year, they will renovate the empty space and improvise the old spaces in the
restaurant.
- This is to satisfy their customer so that they won’t get bored by their décor.
Main Competitor,
Titiwangsa Seafood
Village.

16
Comparison between Yuen Steamboat Restaurant and Restaurant Nelayan:
Similarities
Main product Buffet Steamboat
Business type Family business/Family-operated
Number of branches 1
Motives Continuing family business
Nature of market Perfectly competitive
Cleanliness Good
Food Quality Excellent
Environment Welcoming and comfortable
Decoration Changing according to trend and season
Variety of food Changing according to season
Surrounding Residential
Contrast
Yuen Steamboat Restaurant Nelayan
Operating Hour 5pm – 12am 6.30pm – 10.30pm
Pricing RM10 – RM34
Per head
RM55 – RM190
Per pax
Number of employees 12 20
Location Less noticeable Clearly seen
Famous dishes Honey Chicken Wings Kelantan Cuisine
Number of competitor 3 1
Social site Facebook, Blog None/Old and not updated

17
CONCLUSION OF ANALYSIS.
Yuen Steamboat restaurant is more commercially successful since they already had a
strong foundation back in Sunway Mentari as the best steamboat restaurant, they also
had a large amount of loyal customers that would still come to their restaurant after they
had relocated to Kelana Jaya and their restaurant itself can be easily find compared to
the Nelayan Restaurant where their new relocated location is hard to find since it is in
the urban area but with a nice ambience. Both of these restaurant have their own special
unique way of serving and operating. By comparing price, Yuen Restaurant is cheaper
than Restaurant Nelayan and since the Yuen Steamboat Restaurant focusing more on
serving food to the customer instead of having any ceremonial event or large amount of
order which can take a lot of time in preparing it compared to serving food to customers
which can make profits every time the restaurant is operating. Yuen Restaurant promote
their restaurant very well by advertising it online and creating social site such as
Facebook and a Blog which makes it easier for people to search for their restaurant wilts
Restaurant Nelayan did not take the initiative to promote their restaurant through social
media which is a disadvantage for them as people won’t be able to search for them on
the internet and not know where their new location is.

18
Obstacles that is faced by new business that wish to enter this market
Obstacles Details
Lack of capital to start business Tostart a restaurant in general requires a
huge sum of money and does not
guarantee profit. Opening a steamboat
business is not easy because they need to
invest a large amount of capitals just to
open it and that does not including the
worker and the source of the food.
Competitors everywhere Any new business that wishing to enter
their market will be facing a very hard
obstacles such as the competitors from all
around the place that they want to open.
There are so many well recognized
steamboat restaurants and trying to
achieve higher than them is a very tough
job
Employees Hiring the worker is the next problem
because finding a good and discipline
worker nowadays is quite hard.

19
RECOMMENDATION
Business 1: Yuen Buffet Restaurant
CURRENT AREA OF
IMPROVEMENT
RECOMMENDATION
Difficulty in finding the restaurant Finding the restaurant have become an issue,
as it is slightly hidden from the public. Yuen
Steamboat should have clearer instructions on
how to get to the restaurant.
Past customers don’t know where to
find their newest location
News on moving have been informed on their
website, but it would be better if they also
place a signage at their old location and state
where they have moved.
Buffet not being fully labeled Yuen Steamboat should label each and every
food they are serving, so the customers would
know what they serve; not knowing what is
being served would make some customers
afraid to try it.
Business 2: Restaurant Nelayan
Current area of improvement Recommendation
Hard to find the Restaurant After the restaurant moved from Titiwangsa to
Gombak, it’s hard to find the restaurant
because they did not do any update on their
website. What they should do is update their
website put the right address and put some
pictures of the roads so that the customers
would now if they are in the right direction.
Lack of Parking Spaces The restaurant can fit around 150 in a time, the
restaurant is located beside a busy road and
the parking space can only fit around 70 to 80
cars in a time. So, searching for a parking
space is hard. What they should do is add more
parking spaces for the customers.
Decrease of customers after moving After they had moved to Gombak, a lot of loyal
customers did not know about the news
because the website did not been updated.
What they should do is re-advertise their
restaurant, in newspapers, do pamphlets , do a
brand new website on the re-opening of the
restaurant and etc.

20
BIBLIOGRAPHY
1. How to Write an A+ Research Paper, Retrieve from,
http://www.aresearchguide.com/1steps.html

21
REFERENCES
1. Website of Yuen Buffet Steamboat: http://www.yuenbuffetsteamboat.com.my/
2. Blog post, http://my-niezzareena02.blogspot.com/2014/04/dinner-bersama-
keluarga-restoran.html
3. Blog post, http://ivyteh.blogspot.com/2013/06/restaurant-nelayan-
gombak.html
4. Interview videoat Restaurant Nelayan (personal communication, May 2015)
5. Interview videoat Yuen Buffet Restaurant (personal communication, May 2015)

22
APPENDICES
Appendix 1. Survey Questionnaire
Group meetings were ranging from twohours to one hour and it all depends on the
process of work progress. Group leader tried to divide tasks on members to facilitate the
progress and completion of required tasks as soon as possible.
We met the director of the restaurant was a man of about sixty-year-old was very kind,
despite his old age. We talk with director of the restaurant and we asking him
approximately 15 questions was in duration interview 30 minutes where we discussed
his experiences, the difficulties he had face it and how he start the business.
1) When was the business founded?
2) Who are the key founders?
3) What prompted the founders to start this 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/stores do you have (if applicable)?
8) Can you provide us a brief history of your business and its most recent
developments?
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
10) Is the business constantly facing strong competition from other competitors? What
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 it is easy or hard to enter this market? Why?
13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
14) How often do you release a new product (this assumes the business sells
differentiated products)?
15) Are your pricing decisions strongly affected by your competitors?

23
Appendix 2. Print Screens
Website of Yuen Buffet Steamboat: http://www.yuenbuffetsteamboat.com.my/

24
Appendix 3. Pictures

English Report.docx

More Related Content

What's hot

Similar to English Report.docx

More from WadeLim

English Report.docx