1. SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
Foundation of Natural Build Environment (FNBE)
English 2 [ENGL0205]
Lecturer: Cassandra Wijesuria
Assignment: A Comparative Analysis of 2 Businesses of Similar
Industry in Different Geographical Locations
No.
Name
Student ID
1.
Wong Yun Shi
0315225
2.
Tan Chuu Yee
0315097
3.
Tan Kai Sin
0315213
4.
Yap Yong Xing
0314715

2. Table of Contents
No.
Title
Page
1
Summary
1
2
Introduction
2
(a) Research Locations
(b) The Group
(c) The Topic
3
History of Pastry
3
4
Brief Bio Of The Businesses
4
(a) Ming Xiang Tai
(b) Tong Kee Brothers Confectionary ( TK Bakery)
(c) Cake Sense
5
Comparative Analysis of the Businesses’ Competitive
Traits
7
(a) Ming Xiang Tai
(b) Tong Kee Brothers Confectionary ( TK Bakery)
(c) Cake Sense
4
Recommendations
12
(a) Ming Xiang Tai
(b) Tong Kee Brothers Confectionary ( TK Bakery)
(c) Cake Sense
5
Appendix
14
6
References
29

3. Summary
This report is A Comparative Analysis of 3 Businesses of Similar Industry in Different
Geographical Locations. In this report, we will compare three bakery shop that located at
two difference place which are Ming Xiang Tai Cantonese Pastry in Penang, Tong Kee
Brother Confectionary ( TK Bakery ) and Cake Sense in Klang Valley. We will study
how they obtain the desired level of market share and profits.This includes the
effectiveness of firm’s strategies, number of competitors, nature of product/services sold,
size of the market. Lastly, we will compare and state which firm is more successful in
commercially and competitively.

4. Introduction
(a) The Research Locations
- Penang is the second smallest Malaysian state in area after Perlis, and the eighth most
populous. It is the third-largest economy among the states of Malaysia, after Selangor and
Johor. It consist of food industry, jewelry industry and so on.
- Klang Valley is an area that comprising Kuala Lumpur and its suburbs, and adjoining cities and
towns in the state of Selangor. The conurbation is the heartland of Malaysia's industry and
commerce. This area consists of difference industries such as manufacturing, food and so on.
(b) The Group
- Our group consists of four members which are Tan Chuu Yee, Tan Kai Sin, Wong Yun Shi and
Yap Yong Xing. We are all from the same tutorial class that start from 1:00 pm to 3:30 pm on
every Thursday under our English lecturer, Miss Cassandra.
(c) The Topic
- Our group had decided to do a research on three difference business of Confectionery
Industry. The selected shop are Ming Xiang Tai, TK Bakery and Cake Sense. Each of these shop
are famous and have more than one branches in our country. Ming Xiang Tai located at
Penang while TK Bakery and Cake Sense located at Klang Valley.

5. History of Pastry
"Pastry started at 30000 years ago" ( Jacob, 1944/2007) Pastry origins from the ancient
Egyptians who designed the first crude pastries out of grain meal flavoured with honey, fruits
and spices. Shortly after that, the Greek and Romans improved on the early recipes whereas the
Middle Easterners focused on the art of culinary. Lately, pastries have become a popular dish in
many countries around the world. However, different countries have different choices of
pastries. Every country has their own history on how pastry started. As for Malaysia, the pastry
making industry was started in the 1950s by the Chinese community. The pastries that brought
by the Chinese community include ‘Mantou’ which is made by steaming dough made from
wheat flour, ‘Char Siu Bao’ which has fillings such as meat or vegetables and ‘Kompiang’ which is
a type of clay oven baked bread. (Industrial Baking, n.d) In other communities, there are also
other pastries such as ‘Roti’ which is wheat flour baked on a hot iron griddle. There is also a
variant called ‘Makki’ which uses maize flour rather than white flour.
Brief Bio of the Businesses

6. Ming Xiang Tai
Ming Xiang Tai Pastry Shop – located at Penang. There were three branches which located at
No. 133, Jalan Burmah, 10050 George Town, Penang. Malaysia ( Head Office), 1-G-23A, Suntech
@ Penang Cybercity, Lintang Mayang Pasir 3, 11950 Bayan Baru, Penang, Malaysia (Branch
Outlet) and No. 26 Armenian Street Ghaut 10200 Penang (3rd Outlet). We visited the 3rd outlet.
The top five popular items at Ming Xiang Tai Pastry Shop are Trishaw egg tart, Salted egg pastry,
Chicken floss puff, Traditional Koa Char Siew Pau and Golden Babe. Mr. Au Meng Kit emphasize
handmade all item. Besides, they also provide online order and delivery service for other states
such as Selangor. Different branch practices different operate time. Head office opening at 8am11pm, Branch outlet opening at 8am-8pm, and 3rd outlet opening at 10am-9pm (MondayFriday) while opening at 9am-9pm (Sat&Sun).
The founder is Au’s family third generations heirs who named Au Meng Kit. He also a culture
and art lover. Thus, his 3rd outlet design style as 60’s period. Mr. Au motivation came from his
family especially his mother. Ming Tai Xiang mission is to flourish the culture of eating
Cantonese traditional homemade pastries and biscuits. Ming Xiang Tai’s prime determination is
to hold on to the philosophy and regain the cultural essence of traditional handmade pastries
and biscuits. Ming Xiang Tai established since year 2008. Over the past 3-5 years, the business
was changed a lot. Ming Xiang Tai open more outlet nowadays, provide online delivery, release
more new pastry, customers increasing, services become better.
Tong Kee Brothers Confectionery ( TK Bakery)
Tong Kee Brothers Confectionery – located at Pudu, Kuala Lumpur. They have 8
branches outlets which are located at these following address:
I.
2, Ground Floor, Persiaran Jalan Mergastua, Jalan 56, Kepong Baru 52100 Kuala Lumpur
(Kepong Baru),
II.
2-18, Ground Floor, Jalan Desa 1/3, Desa Aman Puri, Kepong 52100 Kuala Lumpur (Desa
Aman Puri,Kepong),
III. 16, Jalan Brunai Utara, Off Jalan Pudu, 55100 Kuala Lumpur (Pudu),
IV. 8, Lorong Brunai 3, Off Jalan Pudu, 55100 Kuala Lumpur (Pudu),
V.
89, Jalan Radin Tengah, Bandar Baru Sri Petaling, 57100 Kuala Lumpur (Sri Petaling),
VI. 64, Jalan Cerdas, Taman Connaught, Cheras, 56000 Kuala Lumpur (Cheras), 5
VII. 4G, Jalan Besar, 68000 Ampang, Selangor D.E. (Ampang),
VIII. 61-G, Jalan SS21/60, Damansara Utama 47400 Petaling Jaya, Selangor D.E.(Damansara
Uptown).
TK Bakery top 5 popular items are original flavor egg tart, chicken pie, Char Siew Pastry, Sesame
Pastry and Kaya Bun. Actually, they sold a lot different types of pastries and breads. It also
western style dessert like yogurt. Next, during special festivals, it will release cakes or products
that relate with it. For example, cakes with special design for Christmas.

7. According to Li Yushan (2013) reports, Tong Kee Brothers Confectionery was founded by 7
siblings of Hoong’s family during the 1970s. The motivation came from their parents. "Tong Kee
Brothers Confectionery" was named after their father's opinion which is wishing the 7 siblings
unite and work together. At first, they sell tarts and breads at the hawker stalls, then, they
accumulate the capital and established a shop. In 1980s, they started using the mechanized
production line and established the halal food factory in 2005. The Tong Kee tradition has been
passed down from generation to generation, from the late Hoong Wah to his siblings. And
today, the confectionery is still run by the his three sons and two daughters." ( Tong Kee
Brothers Confectionery, 2010 ) Tong Kee mission is “one sincerity, hundred of satisfied”. Over
the past 3 – 5 years, the business changed a lot. TK sell Chinese New Year cookies and 4 types
hampers. Besides, they provide cut service but other bakery don’t have, release more new
pastry sometimes not fixed, customers also increasing, Tong Kee is still expanding its business.
Cake Sense
Cake Sense was established since 2005. It was has 12 branches which at ;
I.
Suria KLCC
VII. 1Mon’t Kiara
II. Taman Megah, PJ
VIII. Jusco Cheras Maluri
III. SS15, Subang Jaya
IX. Jusco Mid Valley
IV. Paradigm mall
X. Jusco Bukit Tinggi Klang
V. Taman Tun Dr Ismail
XI. Jusco Bandar Sunway
VI. Tropicana City Mall
XII. Max Valu Desa Park City
Cake Sense founder is James Eng (Muhammad Ahmad, personal communication,
December 19, 2013). The most popular items are Chocolate Cakes , Cheese Cakes,
Chicken Siew Pao, Hokkaido Strawberry Snow Cake, Chicken Pastries (Muhammad
Ahmad, personal communication, December 19, 2013). Their motivation came from
committed to beautiful cakes and bakery products to be shared with the people they love.
Besides, their mission is about produce beautiful products in every sense – Taste, Quality
and Design.
Cake sense also has friendly service to ensure customers have the best feeling when
buying their products. The opening hour is 10a.m. – 10p.m. Over the past 3 – 5 years, the
business was changed a lot. They attracted a lot of loyal customers and prompted 12 stores
until now. They release new signature cake especially when customers request it. They can
design more special and delicious cakes nowadays.

8. Comparative Analysis of the Businesses’ Competitive Traits
Ming Xiang Tai
Ming Xiang Tai Cantonese Pastry's main base locates at Penang. There are a lot of
pastries at there. However, according Sandy Lau, the manager of Ming Xiang Tai, the
number of competitors in its respective geographical markets is very little. It is about 2 to
30. It shares around 60% in the market. ( personal communication, December 13, 2013 )
Its top 3 competitors are Ghee Hiang, Seng Hin Hiang Biscuit Trading, and Him Heang.
Ghee Hiang originated from Fujian China. In 1856, the founder invited a Fujian Pastry
Chef to Penang and adopted the name Ghee Hiang. (Ghee Hiang Manufacturing Co. Sdn.
Bhd, 2009) Its main products are Tau Sar Pneah, Phong Pneah, Hneoh Pneah and Beh
Tah Saw. Besides those pastries, Ghee Hiang was famous of its sesame oil. While Seng
Hin Hiang Biscuit Trading is also a shop with long history. Its main product are Tambun
biscuit or also named as Tau Sar Pneah. Except sells at shop, it also distributes its product
to other shops. On the other hand, Him Heang was established in 1948. It is also famous
of its Tambun Biscuit.
Ming Xiang Tai is ables to survive and compete with its competitors because it sells the
special and limited goods. Only it sells the Cantonese style pastry such as salted egg
pastry while the other Chinese pastry sell Tambun Biscuits. ( Sandy Lau, personal
communication, December 13, 2013 ) The another strategy that it employs is to control
the quality of its product. Its products are all daily made to ensure that they are fresh.
Besides it also provide online buying and delivery services, to attract other state's
customer. It also produces variable products such as Trishaw Eggs Tart, Peanut Butter
with Lotus Paste Pie, Chicken Floss with Lotus Paste Pie, Green Tea Pie,Ginseng Eight
Treasure Tea, Chrysanthemum Goji Tea and Golden Pillow. There are more than 20
types of goods at there. Furthermore, it also has its own Facebook page to interact with its
customer. The pricing power of Ming Xiang Tai is weak, its prices are all market prices. (
Sandy Lau, personal communication, December 13, 2013 )
In Penang Island, Ming Xiang Tai is famous, almost all the villagers know the shop. It is
successful and owns 3 branches at Penang. Moreover, according to Ms Lau its profit is
still growing from year to year. ( personal communication, December 13, 2013 ) Not only
the local people will visit the shop, even the foreign tourists will buy its products. It also
attracts the media or students to interview and visit the shop.
In order to enter the pastry market at Penang, Ms Lau said it is not easy. ( personal
communication, December 13, 2013 ) The barriers to entry is weak as you just need to
have around RM 100,000 as capital. At the same time, this business does not face legal
barrier and control of resources. However, the new shop will hard to survive because it
need to compete with some famous shops such as Ming Xiang Tai who has loyal
customers and shops who has a few branches at that area.
According to Ming Xiang Tai's characteristics, the nature of pastry market at Penang
Island is monopolistic competition. In my opinion, the pastry market is fully packed, the
new business is really hard to survive unless their products are special and creative.

9. Tong Kee Brothers Confectionary ( TK Bakery )
Tong Kee Brothers Confectionary has many branches within Klang Valley. One of it
was located at SS15, Subang Jaya. In SS15, TK Bakery was renowned. However, it has
in range of 4 - 5 competitors in that area, while within the whole Klang Valley is has
around 10 - 50 competitors. It shares around 30% of the market. (Jenny Lim, personal
communication, December 19, 2013) The top 3 competitors are RT Pastry House, King's
Confectionary and Cake Sense.
RT Pastry House is established at year 2003. ( RT Pastry, 2010 ) Its main products are
cakes and breads. It has over 20 types cakes and over 40 types breads. Besides cake and
bread, it also provides pasties like egg tart, cheese tart and so on for the customers. While
King's Confectionary was formed at year 1973. It operates more than 80 retail stores at
the Peninsula of Malaysia. (King's Confectionery, 2013) Its well know product is
Portuguese Egg Tart. On the other sides, Cake Sense was established in 2005. It has 12
branches. Its famous products are cakes. Customers love its breads and cookies also.
In order to survive in the market, TK Bakery practices a few strategics. First is to
provide the customers variable choices. It sells differentiated products. Except the
Chinese pastries like egg tart, TK also sell western pastry like breads, cakes and swiss
roll. Moreover, TK continually discovery and releases new products. For example, except
the normal egg tart, it also produce "another version of egg tarts where the pastry is made
with butter." ( Tong Kee Brothers Confectionery, 2010 ) Until now, it already has more than
200 types products. ( Jenny Lim, personal communication, December 19, 2013 ) The
price of its products are reasonable as it set according the market price. It is a price taker.
For instant, each egg tart cost RM 1.20, a 0.5kg cake cost between RM 35 - RM 40 which
are almost same as RT pastry and King's Confectionery products' prices. Next, it also
emphasize the quality of its products, all of the products are daily make. Moreover, it
often has promotions to attract more customer. For example, it has monthly promotions
and anniversary promotion. During the special day like Mother's day, it also has lucky
draw for customer who buy a 0.5kg cake. These strategics make TK become successful
and now its own 8 branches and its profit getting better and better.
In Klang Valley, to enter the pastry market is difficult. ( Jenny Lim, personal
communication, December 19, 2013 ) Miss Lim said " you need to have around RM
30,000 as capital. ( personal communication, December 19, 2013 ) Then, you need to
overcome a huge amount of competitors as the pastries are not only will be sold at pastry
shop or bakery, it also be sold at the cafe and hawker stalls. You also need to face the
competitors with strategic barriers.
Base on the characteristics that shown above, the market is monopolistic competition.
As my justification, the market is already packed, new business is very hard to survive
and need to invest more money in it.

10. Cake Sense
Cake sense has around 4-5 competitors within the SS15 area, while within the Klang
Valley, it has 10 - 50 competitors. According to Muhammad ( personal communication,
December 19, 2013) it occupies 50% of the market. Muhammad said that the top 3
competitors at SS15 is RT Pastry, Tong Kee Brothers Confectionery and King's
Confectionery.
The competitions of Cake Sense between RT Pastry House and Tong Kee Brothers
Confectionery are most intense as each of them has a own branch just located beside
Cake Sense. RT Pastry House is established at year 2003. ( RT Pastry, 2010 ) Its main
products are cakes and breads. It has over 20 types cakes and over 40 types breads.
Besides cake and bread, it also provides pasties like egg tart, cheese tart and so on for the
customers. On the other hand, Tong Kee Brothers Confectionery Subang Jaya branch was
established at 2011. (Li, 2013) It has more than 200 type products and its famous
products are egg tart. ( Lim, personal communication, December 19, 2013) While King's
Confectionary was formed at year 1973. It operates more than 80 retail stores at the
Peninsula of Malaysia. (King's Confectionery, 2013) Its well know product is Portuguese
Egg Tart.
However, Cake Sense are still able to survive as it practices a few strategics. First it sells
differentiated products. It has many types of cakes and pastries. For example, Chocolate
cake, Pandan Layer Cake, Tiramisu, chicken floss bread, pizza, Portuguese egg tart and
so on. Next, it also has a Facebook page and do promotion like having a slogan contest.
During Mid-Autumn festival, it will also release Suzhou style mooncake which are hard
to found at other shop. Cake Sense is a Price Taker because it has a weak pricing power.
The price of its product is market price and even cheaper than RT Pastry House and Tong
Kee. For instance, a 0.5kg cake cost around RM 30, however in RT and Tong Kee, it may
cost RM32 - RM35. Although Muhammad ( personal communication, December 19,
2013) said that the business currently does not have any specific strategics to compete
with other, but the business is still consider success as everyday it has around 60
customers and the business performance is stable.
In Muhammad ( personal communication, December 19, 2013) opinion, it is moderately
hard to enter the market as it need around RM 100,000 capital and skills such as
accounting, baking knowledge to manage the business and the competition is intense. In
conclusion, the nature of market is monopolistic competitive. I do agree with
Muhammad, it is hard to survive in this market, as manage a cake shop requires
difference fields of knowledges and need to brainstorm a lot of strategics to compete with
other.

11. The Summary Table
Competitive Traits
Ming Xiang Tai
Cantonese Pastry
(Penang-Based)
TK Bakery (Klang
Valley-Based)
Cake Sense (Klang
Valley-Based)
1. Number of
Competitors
2 to 30
10 to 50
10 to 50
2. Barrier to Entry
Weak. Because it just
need to have around
RM 100,000 as
capital.
Moderate. Because
the new shops need
to overcome the
business who
practices strategic
barrier.
Moderate. Because
the new shops need
to overcome the
business who
practices strategic
barrier.
3. Differentiated or
Standardized
Products
Differentiated
Products
Differentiated
Products
Differentiated
Products
 Peanut Butter
with Lotus Paste
Pie à Chicken
Floss with Lotus
Paste Pie
 Egg Tart à Egg
Tart with butter
à Mini Egg
Tart
 Chocolate cake
à Pandan Layer
Cake à
Tiramisu
 Kaya Puff à
Curry Puff
 Chicken Floss
Bread à
Sausage
croissant à
Pumpkin Bread
 Chicken Pie à
Durian Pie à
Green Tea Pie
 Ginseng Eight
Treasure Tea à
Chrysanthemum
Goji Tea

Chicken Floss
Roll à Green
Tea Roll à
Sesame Roll
4. Pricing Power
Weak. Price Taker.
Because if it set too
high price, customer
might choose not to
buy other pastries at
other shop.
Weak. Price Taker.
Because there are
many other bakeries
at the area.
Weak. Price Taker.
Because there are
many other bakeries
at the area.
5. Other
 Will release new
 Often release
 Release new

12. Characteristics
products at
unconstant time
 Provide online
buying and
delivery services
to other state
 All are product
are hand-made,
fresh, and daily
made.
new products
 Except Chinese
pastries, it also
sells western
pastries such as
cakes, swiss roll
and bread.
 All product are
daily made.
products.
 Has an official
web site and
Facebook Page.
 Will do
promotion like
having a slogan
contest.
 Besides pastries,
it also sell drinks
such as Ginseng
Eight Treasure
Tea
6. Verdict
Monopolistic
Competition
Monopolistic
Competition
Monopolistic
Competition
After the analysis and comparative, Cake Sense is more successful in commercially.
This is because compare to Penang, the market in Klang Valley is more competitive.
However, Cake Sense is able to survive and the business performance is stable. It also
able to operates 13 branches. Although it has two strong competitors which are RT Pastry
and Tong Kee but it still can maintain the 50% of market share. It shows that the strength
of Cake Sense is stronger than Ming Xiang Tai and Tong Kee.

13. Recommendation
Ming Xiang Tai
Researching about the products and customers
According to Hiam (2009), research helps "to understand love and hate" and "make a
better decision". (p. 71) As Ming Xiang Tai now operates 3 branches and keeps releasing
new products, therefore, Ming Xiang Tai should do research to understand its customers'
reactions to its products and make a better decision to keep and attract the customers. It
can conduct primary research by observing the customers and asking them questions.
( Hiam, 2009 )
Update the information for online shop
Ming Xiang Tai also operates the online business, it should update the online shop with
some information about the products to let the new customers especially the other states
customers know about the products. Hiam (2009) said, " any details you can provide
about your product are helpful to the shopper and can build the confidence needed for her
to click on that Buy Now button." (p.348) Thus, Ming Xiang Tai should add some details
about the products like the main ingredients of them.
Tong Kee Brother Confectionery ( TK Bakery )
Analysis the products life cycles
As Tong Kee has around 200 types of products, it is necessary to analysis the products
life cycles to avoid waste resource and time in selling the products which its sales are
slowing down. It should focus on other hot products.
Practices appraising performance
Nowadays, there are too many competitors that sell similar products. Thus, except paying
attention to the quality of products, Tong Kee should also pay attention to the
performance of its workers. Therefore, Tong Kee should practices appraising
performance. Barrow (2007) states the purpose of appraising performance is to help
people "perform better and be able to achieve their career goals." (p.331) If the workers
can perform better, then it can help the business to increase its competitiveness.
Cake Sense
Variable its products
Cake Sense should variable its products choice. Compare to TK bakery and other bakery
shop, its products choice look less. Therefore, in order to attract more customer, it should
provide more choices for the customer.

14. Do more advertisements
Cake Sense should do more advertisement to make its name become more popular.
Except having its own web page and Facebook page, its can do adverting by radio, TV or
even other web site and so on.

15. Appendix
Ming Xiang Tai
Ming Xiang Tai's shop outlook
Ming Xiang Tai's hot products, Trishaw egg tart (left) Chicken with lotus paste pie (right)
Ming Xiang Tai Advertising Method
Ming Xiang Tai's flyers

16. Ming Xiang Tai's Facebook page
Ming Xiang Tai's Competitors
Ghee Hiang
Ghee Hiang web page ( left ) Ghee Hiang pastry products ( right )
* Images obtained at Ghee Hiang's Web Site , http://www.ghee-hiang.com/
Him Heang
Him Heang's biscuits (Tambun Biscuits )
* Image obtained at
http://kyspeaks.com/tag/him-heang/
Seng Him Heang
Seng Him Heang's Tambun biscuits Package

17. TK Bakery
TK Bakery SS15 Branch outlook
TK Bakery' sells differentiated products
TK Bakery Advertising Method
TK Bakery Promotions Advertisements
* Images are obtained from Tong Kee Brothers Confectionery Facebook Page ,
https://www.facebook.com/pages/Tong-Kee-Food-Corporation-Sdn-Bhd/190587117656652

18. TK Bakery 's Facebook page
Cake Sense
Cake Sense SS15 branch 's outlook
Cake Sense's Products
( Imagines obtained from https://www.facebook.com/cakesense )
Chocolate Cake
French Pizza
Mini Tarts

19. TK Bakery and Cake Sense 's Competitors
RT Pastry
RT Pastry House Web Page (left) ; RT Pastry House's products
* Images obtained from RT Pastry Hose Web Site, http://rtpastry.com/
King's Confectionery
King's Confectionery Web page

20. Interview Note
Ming Xiang Tai
1) When was the business founded?
- 2008
2) Who are the key founders?
- Au’s family third generations heirs who named Au Meng Kit
3) What prompted the founders to start this business?
- Mr. Au motivation came from his family especially his mother
4) What are your main products?
- Trishaw egg tart, Salted egg pastry, Chicken floss puff, Traditional Koa Char Siew Pau, Golden
Babe and so on.
5) Who are your customers?
- Customers are variable, except the local people, tourists are also included
6) How is the business performance?
- The profits of the business are keep growing.
7) How many branch offices/stores do you have ?
-3
8) Can you provide us a brief history of your business?
- Can be obtained from the menu and fryers
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
- Has less competitor as most of them are selling Tambun biscuits. The top 3
competitors are Ghee Hiang, Seng Hin Hiang Biscuit Trading, and Him Heang.
10) How big is your market share ?
- around 60 %

21. 11) How much capital is required to start this business?
- approx. RM 100,000
12) Generally, do you feel it is easy or hard to enter this market? Why?
- It's easy to enter the market but hard to survive. Because it need to compete with the
shop has loyal customer.
13) How do you compete with your competitors i.e. what strategies do you employ to divert
customers away from your competitors?
- The products are all daily made, provide online buying and delivery services, produces
variable product and having a facebook page.
14) How often do you release a new product ?
- We does release new product, but does not has a specific period.
15) Are your pricing decisions strongly affected by your competitors?
- No. All of the products' prices are set according the market price.
16) What has the business accomplished or what changes have occurred in the business
over the past 3 - 5 years
- Open more outlet, provide online delivery, release more new pastry, customers increasing,
services become better.

22. Tong Kee Brothers Confectionery
1)
When was the business founded?
- 1970s
2)
Who are the key founders?
- The 7 siblings of Hoong’s family
3)
What prompted the founders to start this business?
- Not sure
4)
What are your main products?
- Original flavor egg tart, chicken pie, Char Siew Pastry, Sesame Pastry and Kaya Bun.
5)
Who are your customers?
- Local people, mostly are Chinese
6)
How is the business's performance?
- The profits are keep growing and the business are expending.
7)
How many branch offices/stores do you have?
-8
8)
Can you provide us a brief history of your business?
- It can be obtained on the Facebook page
9)
Do you have many competitors? Who are they? Who are your top 3 competitors?
- Yes. In this area is around 4-5, while around the Klang Valley is around 10 - 50.
10) How big is your market share as well as your top competitors?
- Approx. 30%
11) Is the business constantly facing strong competition from other competitors?
- Yes
12) How much capital is required to start this business?

23. - Around RM 300,000
13) Generally, do you feel it is easy or hard to enter this market? Why?
- No as has many competitions and requires higher capital
14) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
- daily make the products, promotions and advertising by using Facebook page
15) How often do you release a new product (this assumes the business sells
differentiated products)?
- We did release new products but does not has a specific period, sometimes a
few weeks, sometimes a few months
16) Are your pricing decisions strongly affected by your competitors?
- The prices is set according the markets price.

24. Cake Sense
1) When was the business founded?
- 2005
2) Who are the key founders?
- James Ang
3) What prompted the founders to start this business?
- Not sure
4) What are your main products?
- Chocolate Cake, yogurt cake and Cheese cake
5) Who are your customers?
- Local people, mostly are Malays
6) How is the business's performance?
- The profits are keep growing and the business are expending.
7) How many branch offices/stores do you have?
- 12
8) Can you provide us a brief history of your business?
- It can be obtained on the Facebook page
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
- Yes. For example, TK Bakery, RT Pastry King's Confectionery
10) How big is your market share as well as your top competitors?
- Approx. 60%
11) Is the business constantly facing strong competition from other competitors?
- Yes
12) How much capital is required to start this business?
- Around RM 100,000

25. 13) Generally, do you feel it is easy or hard to enter this market? Why?
- No, as has many competitions, requires higher capital and need specific skills
14) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
- daily make the products, promotions, slogan contest, advertising by Facebook
page and we are planning to do renovation at this store
15) How often do you release a new product (this assumes the business sells
differentiated products)?
- We did release new products but does not has a specific period
16) Are your pricing decisions strongly affected by your competitors?
- The prices is set according the markets price.

26. Meeting Minutes 1
Meeting title : Discussion of the Research Project
Date : 6th December 2013
Person Responsible - All Group Members
Time
allotted
3.30 pm
Agenda Topic
Decide research which industry
and interview which shops and
Meeting Called By
Tan Chuu Yee
Discussion
Time
Keeper
To decide which locations to conduct the interviews
Wong Yun Shi
Note Taker
Attended
Meeting
Location
Conclusion
Yap Yong Xing
Tan Chuu Yee , Wong Yun Shi , Yap Yong Xing , Tan Kai Sin
Library
After some discussion , we decided to research about confectionery
industry and we decide to interview Ming Xiang Tai Pastry House which
located at Penang. Yong Xing will contact the shop.
locations

27. Meeting Minutes 2
Meeting title : Discussion of the Research Project
Date : 7th January 2014
Person Responsible - All Group Members
Time allotted
4.45 pm
Agenda Topic
Decide another locations
Meeting Called By
Tan Kai Sin
of pastry shops
Discussion
Time
Keeper
Note Taker
Attended
Meeting
Location
Conclusion
To decide another locations to conduct the interviews
Tan Chuu Yee
Yap Yong Xing
Tan Chuu Yee , Wong Yun Shi , Yap Yong Xing , Tan Kai Sin
Library
After some discussion , we decided interview to TK Bakery and Cake
Sense which is located Klang Valley .

28. Meeting Minutes 3
Meeting title : Discussion of the Research Project
Date : 13th January 2014
Person Responsible - All Group Members
Time allotted
5.45 pm
Discussion
Time
Keeper
Note Taker
Attended
Meeting
Location
Conclusion
Agenda Topic
Divide Jobs for all members
Meeting Called By
Tan Kai Sin
To divided all the jobs
Yap Yong Xing
Tan Kai Sin
Tan Chuu Yee , Wong Yun Shi , Yap Yong Xing , Tan Kai Sin
Library
After some discussion , we divided all the jobs to the members

29. References :
Jacob, H.E. , (2007). Six Thousand Years of Bread: Its Holy and Unholy History . (Richard &
C.Winston, Trans). New York: Skyhorse publishing , INC. (Original work published 1944)
Industrial Baking, (n.d). History Of Baking Industry In Malaysia. Retrieved from
sites.google.com/site/breadmakingguide/history-of-baking-industry-in-malaysia
Ming Xiang Tai (n.d) The Secret of Irresistible Pastry [ Flayer ]. Penang, Malaysia : Ming Xiang Tai
Confectionaries & Drinks Sdn. Bhd.
Tong Kee Food Corporation Sdn Bhd (n.d.) In Facebook [ Food & Grocery Page ]
Retrieved from https://www.facebook.com/pages/Tong-Kee-Food-Corporation-SdnBhd/190587117656652
Li, Yushan ( 2013, January 30 ). Fame : Tong Kee Brothers Confectionery Tarts of Fillings Loose
Incense. Oriental Daily News, p. MC11.
Ghee Hiang Manufacturing Co. Sdn. Bhd. (2009). Ghee Hiang Legacy. [online] Retrieved from
http://www.ghee-hiang.com/
RT Pastry House ( 2010 ). Welcome To RT Pastry House. Retrieved from http://rtpastry.com/
King's Confectionery ( 2013 ). Abouts Us. Retrieved from http://www.kings.com.my/about.html
Barrow, C., (2007). Starting a Business For Dummies. (2nd ed.) Chichester, England: John Wiley
& Sons, Ltd.
Hiam, A., ( 2009 ). Marketing For Dummies. (3rd ed.) Indianapolis, Indiana: Wiley
Publishing, Inc.