This document summarizes and compares two businesses - Jonker 88 Cafe and Chong Kok Kopitiam. Jonker 88 Cafe, established in 1997 in Melaka, operates as a museum cafe with unique products like durian cendol and nyonya laksa. It suggests it faces no direct competition due to its original foods. Chong Kok Kopitiam, operating since 1940 in Klang, sees nearby mamak stalls and a bak kut teh restaurant as competitors. It competes on food variety and price. The document analyzes the businesses' competitive traits such as number of competitors, barriers to entry, pricing power, and classifies their market structures as monopoly and oligopoly respectively.
In this assignment, the students are given the opportunity to research 2 businesses and evaluate their competitive behaviours, and present the findings in a written report.
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1. A TALE OF
TWO BUSINESSES
EPC AND ENGLISH
RESEARCH ASSIGNMENT
THAN LEK MEI ( 0315538 )
KHOO XIN YEE ( 0316180 )
LEE PEI GIE ( 0315653 )
TAYLOR’S UNIVERSITY
SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL AND BUILT ENVIRONMENT
2. Understand the type of market system the
businesses are operating :
•To make pricing and production decisions.
•To determine whether to enter or leave the
industry.
A TALE OF TWO BUSINESSES
3. Objective :
• To evaluate market forces and consumer
behavior in similar industry.
• To analyze and compare the different types of
firm competition in a market.
A TALE OF TWO BUSINESSES
6. Chong Kok Kopitiam
• Since 1940.
• Originated from 5 of Hainan people.
• Located in front of Klang KTM Trains Station.
• In 1940, first floor : western restaurant;
second floor : motel.
• Currently only ground floor running kopitiam
business.
7. “My grandfather is the key founder of the
business, we are the third generation that carry
on the business. The hotel service was
provided in those early years, but the business
was changed to coffee shop since it is taken
over by the third generation. Currently the
business is managed by me and my sister.”
Chong Kok Kopitiam
8. Chong Kok Kopitiam
The most authentic meal
Original Hainan coffee
Baked charcoal toast with kaya.
Kampong style
nasi lemak
10. Jonker 88 Cafe
• Since 1997
• Museum café
• Subsidiary of Jia Seng Art Gallery which was
incorporated in year of 1986 in Melaka, Jonker
Street ( Jalan Hang Jebat ).
11. “I started the museum business in 1986. Our
shop provided only souvenir services for
tourists.
I had renovated my shop with a lot of museum
pieces, antiques and memorabilia displayed
throughout the cafe. In 1997, my shop has
started to provide food services which is two in
one museum café.”
Jonker 88 Cafe
12. Jonker 88 Cafe
The most authentic meal
Durian Cendol Baba Laksa
Nyonya Laksa Rojak
13. Comparative Analysis of the
Businesses’ Competitive Traits
• Number of competitors.
• Brief bios of each business’ top 3 competitors.
• Strategies to compete with their competitors.
• Obstacles faced by new businesses who wish
to enter the respective markets today.
14. Jonker 88
They suggest that they do not have competitors
because their foods are all original and no any other
can imitate and copy their food style.
Chong Kok Kopitiam
Even though selling different kind of foods, the
owner of Chong Kok Kopitiam still assumes that
mamak stalls and a Bak Kut Teh restaurant around
her shop are her business’s competitors. So there are
total of 3 main competitors for her business.
Number of Competition
15. Brief bios of each business’
top 3 competitors.
Jonker 88
-
Chong Kok Kopitiam
1) Seng Huat Restaurant
• well known as one of the restaurant
which offers the best among the best Bak
Kut Teh in Klang with 31 years of history.
2) Restoran De Salma
3) Restoran Bismillah
16. Strategies to compete with
competitors.
Jonker 88
• Good food quality.
• Menu variation.
• Friendly Service.
Chong Kok Kopitiam
• Food variation.
• Affordable price.
• Prompt and friendly Service.
17. Obstacles faced by new
businesses who wish to enter the
respective markets today.
Jonker 88
• Creativity. Creativity can come in the form of restaurant design, new
dishes and drinks, presentation, and variations on service.
• Preservation of Local Food. Tourists intend to try the local
food that they cannot have them in other places.
Chong Kok Kopitiam
• Food Quality. Businesses that deliver normal services or food
quality will not improve their popularity and network effects. They are
encouraged to serve food with ‘signature’ flavours.
• Accessibility. Choose a highly visible location that has a suitable
consumer base nearby.
19. Jonker 88
1) Always maintain the food quality.
• On the first day, the food served was
delightful.
• The taste deteriorated on the second day.
• Fix the amount of sugar.
20.
21. Jonker 88
2) Provide sufficient seats.
• Long queue due to self-service concept.
( Customers have to pay and wait for their
food at the stall. )
• Some of them have to share table while the
others have to stand while eating.
• Thus it is recommended that the seats should
be provided.
22.
23. Chong Kok Kopitiam
1) Concern the cleanliness of the restaurant.
• Hygiene is the most important criteria of a
business that runs food service.
• However, there are plenty of cigarettes butts
on the floor.
• Ash tray should be prepared.
24. 2) Renovate.
• Coffee shop which has long history insist to
preserve the old architecture .
• However, there some disgusting stains on the
wall which seem irremovable.
• We suggest that the business should revamp
some part of the restaurant without disturbing
the historical environment of the place.
Chong Kok Kopitiam
25. Competitive
traits
Jonker 88 Chong Kok
Kopitiam
1) Number of
competitors.
0 1-3
2) Barrier to entry. Very strong. Strong.
3) Products. Differentiated
products.
-Cendol ( Baba
Cendol, E.P.C.
Cendol, Durian
Cendol, etc. )
-Laksa (Nonya Laksa,
Baba Laksa, Laksa
Kahwin, Baba Sea-
food Laksa etc. )
Differentiated
products.
- Bun ( plain,
wholemale or wheat)
- Bread ( with kaya or
butter )
Standardized
products.
- Hainanese coffee.
26. Competitive Traits Jonker 88 Chong Kok
Kopitiam
4) Pricing power Strong. Power maker. Weaker. Power taker.
5) Other
characteristics
- No close substitute
product.
- Never advertise.
- Have close substitute
product.
- There is mutual
dependence with other
restaurants nearby.
- Never advertise.
6) Verdict Monopoly Oligopoly
