English final assignment research report

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English final assignment research report

  1. 1. 1FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557B A K E R Y
  2. 2. 2FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557CAKESBREADWHEAT PRODUCTS
  3. 3. 3FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557English 2 (ENGL 0205)Final AssignmentComparative ResearchToh Chee Cheng (0311122)Yap Zhi Jun (0310738)Yap Zhong Lin (0310557)
  4. 4. 4FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Table of ContentsContent PageAssignment Brief 5 - 11Research Proposal-Introduction-Research Questions-Methodology-Conclusion12 - 14Research EssayTrade: Bakery-Introduction of Rotiboy Bakery-Introduction of Free Mori Bakery-Introduction of Komugi Bakery-Contrast and Comparison of Rotiboy, Free Mori andKomugi Bakeries15 - 27Bibliography 28 – 29Appendix 30 – 43
  5. 5. 5FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557SCHOOL OF ARCHITECTURE, BUILDING & DESIGNFoundation in Natural and Built Environments (FNBE)English 2 [ENGL0205]_____________________________________________________________________Assignment 2 - Comparative Research: 30%Assignment2Group work. Students toprepare a research paperbased on a site that theyhave visited.LO1, 2,330%A2500-3000 wordresearch paperDigital upload by1p.m.Thursday,Week 17A) Research Report – 20%B) Presentation 10%INTRODUCTIONYou are required to write a research paper of a minimum of 2500-3000 words following the referencingguide that has been passed to you for citations, quotations and referencing. This assignment will focus oncomparative research. Your task is to apply the skills you have learned last semester in comparingsimilarities and contrasting differences in the specific area/topic that you will choose.Penang is one of the key attractions for tourists to Malaysia. Among the many charms of Penang are is thesmall town atmosphere that pervades the city and the many small businesses providing food and servicesto locals and tourists.Your task is to study a trade or business in Penang OR the Klang Valley. You will need to focus your studyon at least three examples of the same type of trade/business for your research i.e. three tailors orthree barber shops in Kuala Lumpur or the Klang Valley. Students may also compare the same type ofbusiness in Penang and the Klang Valley.
  6. 6. 6FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557This research assignment must be conducted through a combination of both primary sources i.e.interviews, data obtained through questionnaires etc. on the site visit. Before you do this, you will have toidentify the exact trade that will be the focus of your research. In addition to primary sources, you will alsouse secondary sources such as books, magazines, journals etc. You may also use suitable Internetsources but you must ensure that they are reliable sources of information. Your bibliography should have atleast ten sources of information. There should be no less than 7 published sources. Internet versions ofpublished sources will be considered as printed sources. Students are allowed to use up to 3 Internetsources.You should only use Internet sources if they are reliable ones. Please be advised that the Wikipedia isnot an altogether reliable source of information and should not be used. All persons, books and othersources of information are to be referenced in accordance with the APA Style. You may use eitherfootnotes or endnotes for your research paper. However, you must have in-text citations in the body of yourtext.B) In addition to the research report, you are required to prepare to present the content of your report to ahypothetical audience. For this you will be required to use rhetorical strategies based on what has beencovered in class. You will also be evaluated on your presentation skills which would have been taught lastsemester. This will be pre-recorded and sent to the lecturer in the form of a CD-ROM by Thursday week 18.POSSIBLE RESEARCH AREASCobblers/shoe shopsTailorsMechanics/workshopsSongkok makersBakeriesNasi Kandar eateriesDim sum restaurantsBarber shopsHair salonsSundry shopsChinese Medicine Halls Business that cater to Chinese /Hindu religious needs e.g joss sticks,incense, etc.
  7. 7. 7FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Hawkers selling traditional specialities such as char koay teow, laksa, rojak etc.Business that produce and sell traditional cakes e.g. serabai, and other traditional Malay cakes.Businesses that produce soy sauce in the traditional wayStudents MAY propose other businesses or trades to the lecturer for approval.Sample research questions:You may use these questions for this assignment.1. A description of the trade or business that you are studying. Please note that you should be studying atleast two to three or more examples of the trade/business/2. Origin or family history of the trade/business that you are studying. For this you need to conductinterviews.3. Where are the products marketed to? Local markets? International? Who are the main customers i.e.age, gender, income group? Why does the product attract this particular group?4. How does the business promote its products? How does it advertise? Does it advertise? Are theproducts distributed to various places (e.g. supermarkets, craft markets) or sold only at the businesspremise? Why are they distributed in this manner?5. What/who are the main threats/competition to the trade? How are they threatening the trade? Whatstrategies are employed to counter the threats or competition?6. What trade-related policies have been put in place by the government so far? What are their impacts onthe trade so far?7. How does technology affect the trade i.e. what are the effects? Which technology has the biggestimpact? Is the impact positive or negative?8. What is the future of the trade? Is the industry growing or stagnating? What are the possible outcomesfor this trade in the next 10 years?
  8. 8. 8FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557OBJECTIVES OF THE RESEARCH ASSIGNMENTThe objectives of this project are as follows: To attempt to answer the chosen topic/question To use appropriate methodology in obtaining primary and secondary information related to thechosen topic/question. To understand the basics steps involved in preparing an academic research report and apply APAstyle citation accurately and effectively in the research report. To present the findings ofyour research in a formal presentation. To understand and apply suitable rhetorical strategies to a hypothetical target audience asspecified to each.LEARNING OUTCOMESOF THE RESEARCH ASSIGNMENTThis project will achieve learning outcome 1, 2 and 3 of this module i.e. conduct a well researched report with correctformat and referencing techniques as well as to correctly identify their roles when speaking and deliver thisinformation fluentlyand effectivelyto the target audience.. More specifically, each research report will To identify the key issues in the question and explain them clearly and logically. Demonstrate the ability to prepare questionnaires and interviews to obtain information about thetopic. To demonstrate the ability to analyse and synthesize information and compile them in the report. To communicate the relevant ideas and analysis in clear, logical and appropriate academicEnglish. To select and present infomation clearly and appropriately to one’s target audience.TASKS -METHODOLOGYYour tasks are as follows:Form into groups with no more than 4 members each.a) Choose your topic/area. You will need to choose the specific trade and business.b) Fill in the research report form provided on TiMES with your research questions and come and seeme personally to ensure you are on the right track by Monday, week 10.c) Once your research questions have been approved, you will prepare your questionnaire andinterview questions by Monday, week 11.d) Go on your research trip/visit week and conduct your research accordingly. You will see me tosubmit feedback during the trip as per trip itinerary.e) Work on a draft to show me by Thursday, week 15.f) Submit the final version of the research report by 2 p.m. Thursday, week 17.
  9. 9. 9FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557g) Submit the pre-recorded speaking task delivering the content of the study to a hypotheticalaudience by 2 p.m. Thursday, week 18.SUBMISSION REQUIREMENTRequired Format of the ReportCover page - Your name and student ID number should be written clearly. Please use the correct templatewith the Taylor’s University logo.Table of ContentsReportAppendix (if any).Bibliography.ASSESSMENT CRITERIAThe assessment for this assignment will be based on: demonstrated understanding of the brief. the use of appropriate structure and adherence to the conventions of a research report. the qualityof your facts and analysis in the content of the report. the use of appropriate and idiomaticallycorrect language( i.e.. academic English) in the report.MARKING CRITERIARubric for the Evaluation ofResearchReportLevel 1 Level 2 Level 3 Level 4 MarkStructureHas 3 or moreelementswrong.Has 2 or moreelementswrong.Has 1 elementwrong.Follows allpunctuation, spacing,margin requirements.Quotations madecorrectly.Bibliography is inorder.Has the cover pageand footer correct.Has an artistic designin front of the coverpage related to thetopic studied.
  10. 10. 10FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Followingconventions forResearch ReportHas 3 or moreelementswrong.Has 2 or moreelementswrong.Has 1 elementwrong.All sections correctlyidentified.Numbering system iscorrect.Each section has allthe relevantinformationappropriate to thesection.Content ofReportDoes notsatisfylength requirements.Makes a feebleattempt to addressthe areas thatshouldhave been covered.Makes some attemptat following the rightmethodology.Provides at least twodetails to supportrecommendationsusing only 1method.Addresses some ofthe areas thatshouldhave been covered.Generally correctmethodology applied.Provides 2 ormoredetails using at least2 methods.Addresses most ofthe areas thatshouldhave been covered.Correctmethodologyapplied.Shows that adequateresearch has beendone.Addresses all theareas that shouldhave beenaddressed.Correctmethodologyapplied.LanguageUsesvery simplisticlanguage and hasnumerous grammarand spellingmistakes.Inconsistentwritingpattern. Writing withseveral grammarproblems.Expresses hi/herselfwell but has somegrammar problems.Manipulateslanguage excellently.Rubric for the Evaluation of Oral PresentationCriteria MarksPreparation andability to speak withconfidence – 2% .Ability to useargumentativemethods – 5%
  11. 11. 11FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Content – 2%Dressing – 1%SUGGESTED REFERENCES1. The Harbrace Writer’s Handbook, 2nd Edition, (2004) Boston: Thomson Heinle2. Alred, G.J. et alia, Handbook of Technical Writing, 8th Edition (2006) New York: St. Martin’s Press3. Bailey,S. Academic Writing: A Handbook for International Students 3rd Edition (2011) Oxford: Routledge4. Flower, R. The Penang Adventure, (2009) Singapore: Marshall Cavendish Editions5. Yeoh, Loh, Khoo and Khor. Penang and Its Region (2009) Singapore: NUS Press6. DeBenardi, J. Penang: Rites of Belonging in a Malaysian Chinese Community, (2009) Singapore: NUSPress,7. Khoo Su Nin. Streets of Georgetown, Penang, (1993) Georgetown: Areca Books8. Hockton, K and Tan, H. Penang: An inside guide to its historic homes, buildings, monuments and parks.(2011) Georgetown: Hockton &Tan9 Nasution, K. S. and Berbar, H. Heritage Houses of Penang, (2009) Marshall Cavendish: Singapore10. Architecture Heritage Kuala Lumpur – Pre-Merdeka (2007) Kuala Lumpur: Pertubuhan Arkitek Malaysia11. Bracken, G. B. and Southgate, A. A Walking Tour: Kuala Lumpur (2008) Marshall Cavendish:Singapore12. Knapp, R. G. Chinese Houses ofSoutheastAsia: The Eclectic Architecture ofSojourners and Settlers (2010) Tokyo: Tuttle PublishingN.B. You would do well to also look up local magazines as well as newspapers such as The Star forrelevant information.
  12. 12. 12FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557The Research ProposalName:Toh Chee Cheng, Yap Zhi Jun, Yap Zhong LinClass: English 2Period: Wednesday and Friday ( Group A)INTRODUCTION:In this assignment, we are required to interview three shops in the same trade. Then,prepare a research proposal by using comparison and contrasting method to write the essay.We are doing research on bakery trade. Three shops we are comparing is the Rotiboy Bakerywhich located in Sunway Pyramid, Free Mori Bakery in SS 15 and the last shop is KomugiBakery at Sunway Pyramid. We will be comparing three of the shops base on the data weobtained from the interview session.RESEARCH QUESTIONS:1. What is the origin or family history?2. Who is the creator? Name, from where?3. How this business started? Any story behind?4. How the name comes from? Any story or special meaning behind?5. Is there any theme for your business?6. What is your motto, vision or mission of your business?7. What is the signature product of your business? Why is it so special?8. Where are the products marketed to? Local markets? International?9. How many outlets do you have now?10. Who are the main customers? i.e. age, gender, income group11. When is the peak hour?
  13. 13. 13FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 031055712. How you promote your products? Through what to promote?13. How often you release your new product?14. Any promotions or special offers?15. How your products attract customers?16. Who are your main competitors?17. How you overcome your competitors?18. Who are your workers? How many workers do you have in an outlet?19. What trade-related policies have been put in place by the government so far? What aretheir impacts on the trade so far?20. How does technology affect the trade i.e. what are the effects? Which technology hasthe biggest impact? Is the impact positive or negative?21. What is the future of the trade? Is the industry growing or stagnating? What are thepossible outcomes for this trade in the next 10 years?METHODOLOGY:1. Group DiscussionWe will call out for meetings frequently to ensure all the group members areupdated with the progress of this assignment. First, we gather to decide which trade tointerview. Second, we discuss about the questions to be asked during the interviewsession. Third, we will discuss the problems occur in this assignment and find outresolution together. Forth, we divided our jobs equally, like photo editing, essay writing,dividing the points and et cetera. Lastly, we will gather and ask each other when we arenot sure what information should be included in the research proposal.2. Interview Bakeries
  14. 14. 14FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557We have chosen Rotiboy Bakery, Free Mori Bakery and Komugi Bakery tointerview. Before the interview started, we will first introduce our self and briefly explainthe reason we interview them and what are we going to do for this assignment. We willthen ask some questions that are listed to the manager or person in charge of thebakery. If there are questions that they are not willing to answer we will respect theirdecision. After the interview session will be the photography session. We will requestto take photos of the bakery and also take a group photos with the workers andinterviewee.3. ReferencesBefore writing interviewing three shops, we will first refer to the books regardingintroduction of bakery industry. So that we can understand more on the trade and knowwhat question should be asked when we interview the bakeries. Furthermore, we willrefer to the online sources, newspapers, interview answers, the bakeries’ officialwebsites, books and bakery booklets before and during the writing of research essay.CONCLUSION:Throughout the above method (interview, references and meeting) we expect toget enough information to continue with our final research report. By interviewing theowners of the business, we expect to receive more information that couldn’t get frominternet and personal opinions of the owner about the business. So that our report ismore real and informative. On the other hand, through references we expect to searchmore detail information about the business and use it to support our statement. Lastly,through the meetings, we expect work is divided systematically and consistently to eachmembers so that every member is actively involved in this group assignment.
  15. 15. 15FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Research EssayTrade: BakeryBakery is the trade chosen for this research proposal. Bakery industry refers tograin-based food industry. Breads, cakes, pies, pastries, baked pet treats, and similarfoods are considered as grain-based food industry. (Coleman, 2003) Opening a bakeryis not as easy as we think, many things have to be prepared and considered beforestarting the business. First, before one decided to open a bakery, they should firstidentify an area whereby they may develop a niche market such as wedding cakes, low-fat cakes and wheat breads. The business expert recommended this because choosingsomething that they are specialize in will help to build a foundation before they start upthe business. They also need to get the opinion from other people so that they can takein the suggestion of other people and improve base on it. They must also try to sell thebreads and cakes to understand the market demand. Then they need to come tothinking of the advertising channel they may take, such as through word of mouthadvertising by customers or advertising through mass media. (Admin, 2011) Other thanthat, there are also many equipment and items needed to start a small bakery such aspurchasing ovens which take in the consideration of quality and price proof boxes,baking sheets and racks, work tables, miscellaneous and so on. (Janet Mulroney Clark,2013) In this research proposal, we will be comparing and contrasting the bakerieschosen which is Rotiboy, Free Mori and Komugi in terms of business style, businessstrategies and business challenges.
  16. 16. 16FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Introduction of Rotiboy BakeryOne of the bakery shop that we interview is Rotiboy. First of all, Hiro Tan is thefounder and also the Managing Director of Rotiboy Bakeshoppe Sdn. Bhd. He is fromPenang who graduated from the University of Malaya. He learns two lessons from firstmushroom business which do not succeed that are to start a business must have properexpertise and sufficient funding for the business.Rotiboy is started in April 1998 and until now 2013 is already 15 years. The storybehind the name Rotiboy is one day, the Hiro Tan’s brother was teasing his nephew bycalling him "naughty-boy" and that inspired " Rotiboy ". "Roti" means "Bread” Therefore,Rotiboy literally, means "Breadboy" , a name very suitable for a bakery in a multi-racialMalaysia. Hiro Tan decides to start this business is because of her elder sister whoprovided all recipes and most importantly the rotiboy bun and his younger brother who
  17. 17. 17FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557is actively assisting him. Their signature product is Rotiboybun which is a bun withbutter filing and coffee flavoured topping. The first shop is located in Bukit Mertajam,Penang where was a neighbourhood bakery which baked fresh breads and loafs forhousehold, kids to bring to school and cakes for birthdays celebrations. However, thebusiness is not ideal so he migrates from Penang to Kuala Lumpur in 2001 and hedecides to start the Rotiboy outlet in Wisma Central, Jalan Ampang. By that time,Rotiboy business become better leading to commencement of operations in Singapore(2004), Surabaya (2004), Jakarta (2005), Bangkok (2006), Seoul (2007) and Taiwan(2008).The Rotiboy vision is to be an outstanding global brand that touches the lives ofall the people in the world through their products, services and value. While theirmissions are to develop and produce their products in the most efficient manner, todeliver their product to their customers through the highest level of customer serviceand to be an example to the world in upholding the values of honesty, integrity,responsibility and morality. Besides, the Rotiboy company core value are“C.H.A.R.M.I.N.G”, meaning C, cleanliness, H, hospitality, A, acknowledgement, R,responsibility and integrity, M, maintenance, I, innovation, N, nature-friendly, and lastly,G for greatness.
  18. 18. 18FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Introduction of Free Mori BakeryThe second shop we have interviewed with is “Free Mori”. They have sevenbranches currently in Malaysia which are Publika, Petaling Jaya SS2, Shah Alam, USJTaipan, Subang SS15, Damansara Uptown and Taman Danau Desa. All thesebranches were opened in stages from May 7th2012. The shop name, Free Mori is fromJapanese words where as “Free” means freedom and “Mori” symbolized jungle. It is anidea that people need to stop chopping down the trees to save the homes for theanimals. Free Mori comes from Taiwan originally. The brand, which has built a name foritself in Hangzhou and Chengdu in China, is all set to offer a range of breads, cookies,cakes and specialty beverages to Malaysian consumers. It is also selling its productsdirectly to hotels, airlines, agencies and other shops.Source: http://www.freemori.com/my/sites/default/files/field/image/SS15_1.JPG
  19. 19. 19FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557“We are passionate about providing the highest quality and freshest products.We can’t wait to launch our products which are unique in design, taste and fillings,” saidFree Mori Malaysia Sdn Bhd managing director, Tan Kai Kiang. Kai Kiang officiated atthe bakery’s opening ceremony and officially opened the doors to Free Mori in ShahAlam. The 30-year-old bakery has over 1,000 products, is in the process of obtaininghalal certification. Among their popular selections are “Sampan”, which is a Danishpastry filled with cream cheese and topped with blueberries, and Free Mori’s 16-layerMille Danish which can be savoured layer by layer. Customers can also enjoy FreeMori’s pandan loaf, baked with an outer layer of chocolate chiffon cake and bread onthe inside with red bean fillings. Wash it all down with their specially named beveragesof freshly brewed coffee, various kinds of tea and freshly squeezed juices.
  20. 20. 20FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Introduction of Komugi BakeryKomugi is the third shop we interviewed. It is newly opened on 18thof April thisyear. It is located in Sunway Pyramid Lower Ground Two, Shop number 47, which is atice skating rink side. “Komugi” is actually a Japanese word, meaning ‘wheat’. TheKomugi is in food and beverage line, but they are more focusing on bakeries andpastries, meaning cake and breads confectionaries. Other than bakery, they also havecafé concept. Komugi applied Japan technology transfer in baking the cakes andbreads, all the workers need to be familiar with the ingredients, utensils, machineries,products knowledge in terms of variation from name to forms and to methods. Komugiis the brain child of Dato’ Liaw Liang Choon, who also owns and operates Focus Point.Dato’ Liaw ventured in the food and beverage industry with Japanese concept, bypromoting healthy food. He was first founded Komugi in 2012 and officially operated itsfirst outlet in Mid Valley on 26thNovember 2012. Komugi has four outlets are operating
  21. 21. 21FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557now. Two of the outlets which located in Mid Valley and Sunway Pyramid are base onthe bakery concepts. While the other two bakery cafe concepts are operating inPavillion and recently in Paradigm Mall. They also have a central kitchen based in KotaDamansara. The motto of Komugi Bakery is all natural ingredient, simple, fresh dailyand quality. They also created a theme for their business with relate it to their motto,wihsh is “ It’s Japan baked daily”. In addition, Komugi is currently working towardsoutlet expansion, as the company is in growing status, they could not define the capitalrequired to start the business. Finally, the supervisor of Komugi, Mr. Dylan Cheong alsothinks that management is important to arrange for logistic, manpower, advertising andpromotions.
  22. 22. 22FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Contrast and Comparison of Rotiboy, Free Mori and Komugi BakeriesFirst of all, we will be comparing the business style of Rotiboy, Free Mori andKomugi Bakeries. When we view from the aspect of customers, Rotiboy and Komugiwill be having customers with similar background as the customers are mainly officeworkers, families and students. This is because both of the shops are located inSunway Pyramid Shopping Mall. Other than Sunway Pyramid, Rotiboy actually havethe other outlets nearby railway station and shopping mall. Some of it are chosen to beopened nearby the railway station so that , the office workers can also just grab thebread and go to work. Rotiboy will choose to open shop at a strategic place wherebythere are high population and crowded so that it is noticeable and people can beattracted by the coffee bun’s aroma and thus, increase the sales. According to themanager of Rotiboy, Mr. Leong, Rotiboy bun is the best seller amongst all of theproducts in their shop Free Mori’s customers are contrast to the Rotiboy and Komugias Free Mori is not located in the shopping Mall, it is located at the shop lot in SS 15.The customers of Free Mori are mainly students because Taylor’s College a nd IntiUniversity College are just by walking distance and many students staying there.Besides, there are also many attractive products that three of the shops produce.Rotiboy and Komugi’s products are mainly traditional breads and cakes. Roti Boy mainproduct is Rotiboy which is a bun with butter filling and coffee flavoured topping. Thesweet beautiful aroma is the main attraction for the customers. While Komugi’ssignature product is Hanjuku Cheese Cake which also known as half-baked cheesecake and also Japan popular Namachoco sand, it is available in Green Tea and
  23. 23. 23FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Chocolate flavor. While in the bread category will be the European Japanese Breads, itis a Paneo dough type, it is soft on the inside and lightly crusted on the outside. All theproducts are healthy. To be mention here is that all the breads and cakes baked by theKomugi are healthy as they used wheat as their main ingredient. The special point ofFree Mori bakery is that all of their products have a story behind it. Every breads andcakes are meaningful. Some of the stories are educating. All of the products are basedon the story of “ Little Fox”, which the story tells about a fox’s experience in the sea withthe sea creatures and marine. So, the products designs are all about the sea world likewhale, turtle, crab, octopus and et cetera. The cakes are display at the front part of theshop, the beautiful and special designs of the cakes are visible and attracted the eyesight of passer in front of the shop especially kids, as the design are very attractive andit would be the kids’ favourite to see the cartoon-like cakes.A business strategy typically is a document that clearly articulates the directiona business will pursue and the steps it will take to achieve its goals. The businessstrategy results from goals established to support the stated mission of the business.Promotion is the method people use to spread the word about your product or service tocustomers, stakeholders and the broader public. Once we identified our target market,we will have a good idea of the best way to reach them. Firstly, Rotiboy usually has theirpromotions during public holidays dates such as New Year, Mothers’ and Fathers’ Day,Christmas celebration and so on. During Mothers’ and Fathers’ day the biscuits arepacked nicely so customers can buy it as a gift to the parents. For the new products,they have promotions such as freebies to attract more customers. On the other hand,
  24. 24. 24FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557the products from Free Mori are more expensive compare with others bakery shops sothey give discount for students only. Students may apply for membership to enjoy 10%discount on breads and biscuits products, and 15% discount for cakes products.Members can also get free gifts for certain times. Furthermore, Komugi bakery usuallyprovides promotions for set meals such as breakfast set. For instance, customers mayget their meal starting from RM 8 with choices of bread and cakes and a cup of coffee.They also assure their consumers that they are Pork-Free.Advertising is mass media content intended to persuade audiences of readers,viewers or listeners to take action on products, services and ideas. For instance, peopleusually advertise through newspapers, magazines, radio and television broadcasts.Successful advertising involves making your products or services positively known bythat section of the public most likely to purchase them. The objective of advertising is toincrease the profit by increasing sales. Rotiboy usually advertises their products throughinternet like Facebook and website. Besides, their products also been shown in TVshow, radio and newspaper. Rotiboy is a well-known bakery too. You may see almostevery shopping centre has branches of Rotiboy. The smell of their signature breadmakes people hungry and wants to get one immediately. By the same token, Free Morialso advertises their products through Facebook and website. Moreover, they also haveinteresting brochures that promote their products and the stories behind. Their creativityof cakes design shown on the brochures is extremely eye-catching. However, Komugiadvertises their products through Facebook and Vimeo. They don’t have an officialwebsites for their shops. But they gain fame because of their healthy eating cakes.
  25. 25. 25FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557The three bakery shops that we interviewed have different business challenge.Business challenge refers to their competitors. The shops that we interviewed, Rotiboyand Komugi Bakery are located in Sunway Pyramid. All bakery shops in SunwayPyramid are their competitors. For Komugi Bakery, it is a new bakery shop in SunwayPyramid so it is quite challenge for it to compete with other bakery shops especiallySecret Recipe which located just beside it with their famous cakes and Bread Storywhich located at the same level opposite Komugi Bakery. For Rotiboy, the location ofthe outlet in Sunway Pyramid is not so good, so it is a challenge to compete with bakeryshops which have better location with higher population. Moreover, another bakery shopthat we interviewed is Free Mori nearby Taylor’s college in Subang Jaya SS15. FreeMori also faces same challenge whereby there are few bakery shops in that area andthe main competitor is RT Pastry. Every business face challenges and these challengeslead them to improve their business. These three bakery shops have different ways toimprove their business to overcome the challenges. Firstly, when people talks aboutRotiboy, the first thing appear in their mind is the round chocolate bun – rotiboy bun. Asmentioned earlier, this bun has strong coffee aroma which easier to attract customers.They are confident with their rotiboy bun because of its special recipe where manypeople tried to copy but failed to bake as same as the original one. The rotiboy bun isreally tasty and the price is cheaper than other products of Free Mori and KomugiBakery. It is more popularize that everyone love it. On the other hand, Free Mori isorigin from Taiwan and the products they sell are based on the marine theme. So all ofthe products have special design to suit the theme. The main attraction of Free Mori isthe lovely design and packaging of their products. The outlooks of their products give
  26. 26. 26FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557people a feeling that the products are more standard and delicious. Besides, Free Moriis located nearby college area, so students are their main customers. Free Mori also selldifferent kinds of cakes and their cakes are in cute and special design, it is a goodchoice for students to buy cakes for birthday or farewell celebrations. Another side,Komugi Bakery mainly sell wheat product but they also sell pastries and cakes. Theyfocus on ‘healthy’ where all the ingredients they used are natural. They also concernabout the freshness of their bread so they teach customers how to store and reheat thebread for best consume. Not only that, their signature product is Hanjuku Cheese.Hanjuku Cheese is a half-baked cheese cake made from premium cream cheese. As aconclusion, three bakery shops have their own main attraction to compete with others.Rotiboy with its cheaper yummy rotiboy bun, Free Mori with the attractive design andcreativity, and Komugi Bakery with the ‘healthy’ motto and mouth-watering HanjukuCheese. For their future, Rotiboy wish to open more outlets in Malaysia and also othercountry. While Free Mori and Komugi Bakery are still new so they wish their businesscan be more stable and more popular among the people.As a conclusion, research is a process involving a series of steps to collect andanalyze the information needed for decision-making in the desired or specific field ofinquiry. The term research can be applied to any field of human activity. Throughout thisresearch, we have detailed study relating about a bakery business. In our opinion, notjust advertising is important for a bakery business but the attractiveness and quality ofthe products which fits to generations nowadays that are struggling to keep up withtoday’s prominent healthy-eating trend, we remain a valuable asset to the cause.
  27. 27. 27FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Besides, Rotiboy, FreeMori and Komugi bakeries are also well-known and have manybranches in every corner of Malaysia. These bakeries already draws in customers andnow to complete their meal, instead of having to travel elsewhere for a healthy optiondesert, they have it already where they are eating, which means no extra travelingcosts, or planning is required. The convenience factor is now added which is a veryimportant in the American lifestyle today. In addition, among these three bakeries, eachof them has their own merits. All of them have fixed customers and stable profits. ForRoti Boy, the main customers are office workers, family and students. As for Free Mori,their targeted customers are students and Komugi targeted customers are mainlyeveryone. We believed in the future plan, they will go worldwide and well-knowninternationally because they have quality and healthy cakes and breads.
  28. 28. 28FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557BibliographyAdmin. (2011, January 3). What you need to open a bakery. Retrieved May 22, 2013, from StartA Baking Business: http://www.baking-business.com/what-you-need-to-open-a-bakery/Bartlett, B. M. (n.d.). What is Business Strategies. Retrieved May 16, 2013, from Ben M.Bartlett: http://benmbartlett.com/free-articles/what-is-business-strategy/Bathie, G. (2000). Baking For Profit: Staring a Small Bakery. ITDG Publishing.Carl Hose, D. M. (2013). Top Ten Promotional Strategies. Retrieved May 23, 2013, from Chron:http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.htmlCheong, D. (2013, May 25). Interview Session of Komugi Bakery. (T. c. Cheng, Y. Z. Jun, & Y.Z. Lin, Interviewers)Coleman, P. (2003). What Is The Bakery Industry. Retrieved May 23, 2013, from wiseGEEK:http://www.wisegeek.com/what-is-the-bakery-industry.htm#Drtahirjaved. (2010, January). Business Strategy Case Study. Retrieved May 16, 2013, fromStudymode: http://www.studymode.com/essays/Business-Strategy-Case-Study-536279.htmlFoo, B. (2012, September 7). Quality Design In Free Mori Mooncakes. SelangorTimes .Selangor Times.Iman. (2013, May 21). Interview Session with Free Mori Bakery. (T. C. Cheng, Y. Z. Jun, & Y. Z.Lin, Interviewers)Indutries, O. o. (2013). Industry And Trade Summary. Washington: United State InternationalTrade Commission.Janet Mulroney Clark, D. M. (2013). List of Items Needed to Start a Small Bakery. RetrievedMay 22, 2013, from Chron: http://smallbusiness.chron.com/list-items-needed-start-small-bakery-21051.htmlKomugi. (2012, November 26). Retrieved May 25, 2013, from Facebook:https://www.facebook.com/KomugiKULKourdi, J. (2009). Business Strategy. Great Britain: Profile Books LTD.Menon, N. M. (2012, June 8). Free Mori Opens In Malaysia. NewStraits Times . Shah Alam,Puchong, Selangor: The New Straits Times Press (Malaysia) Berhad.Mori, F. (2013). Free Mori. Retrieved May 24, 2013, from Free Mori:http://www.freemori.com/my/Other/storyPhilosophy. (n.d.). Retrieved from Rotiboy:http://malaysia.rotiboy.com/index.php?p=about&s=ourphilosophy
  29. 29. 29FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Raymond Calvel, R. L. (2011). The Taste Of Bread. An Aspen Publication.Senedi. (2012, July 6). New Bakery In Town. Selangor Times . Shah Alam, Selagnor, Malaysia:Selangor Times.Sharon L. Fullen, D. R. (2004). Howto Open A Financially Successful Bakery. Florida: AtlanticPublshing Group.Siong, L. W. (2013, May 18). Interview Session with Rotiboy Bakery. (T. C. Cheng, & Y. Z. Jun,Interviewers)Strategy Theory. (n.d.). Retrieved from Business Case Studies:http://businesscasestudies.co.uk/business-theory/strategy/business-strategy.html#axzz2Uy2BLFQQWendel Clark, D. M. (2013). Examples of Management Strategies for a Cake Bakery Business.Retrieved May 15, 2013, from Chron: http://smallbusiness.chron.com/examples-management-strategies-cake-bakery-business-12208.html
  30. 30. 30FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557AppendixInterview Questions1. What is the origin or family history?2. Who is the creator? Name, from where?3. How this business started? Any story behind?4. How the name comes from? Any story or special meaning behind?5. Is there any theme for your business?6. What is your motto, vision or mission of your business?7. What is the signature product of your business? Why is it so special?8. Where are the products marketed to? Local markets? International?9. How many outlets do you have now?10. Who are the main customers? i.e. age, gender, income group11. When is the peak hour?12. How you promote your products? Through what to promote?13. How often you release your new product?14. Any promotions or special offers?15. How your products attract customers?16. Who are your main competitors?17. How you overcome your competitors?18. Who are your workers? How many workers do you have in an outlet?19. What trade-related policies have been put in place by the government so far? Whatare their impacts on the trade so far?
  31. 31. 31FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 031055720. How does technology affect the trade i.e. what are the effects? Which technologyhas the biggest impact? Is the impact positive or negative?21. What is the future of the trade? Is the industry growing or stagnating? What are thepossible outcomes for this trade in the next 10 years?
  32. 32. 32FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Questions with answersRotiboy Date : 18 May 2013 Time : 12.00 pm to 1.00 pm
  33. 33. 33FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Free Mori Bakery Date : 21stMay 2013 Time : 10.00 am to 11.00 am
  34. 34. 34FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Komugi Bakery Date : 25 May 2013 Time : 10.00 am to 11.00 am
  35. 35. 35FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Meeting MinuteTeam Meeting[Date] 20 April 2013[Time] 9.00 pm[Location] onlinediscussionMeeting called by: Toh Chee Cheng Type of meeting:OnlineplanningFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Toh Chee ChengAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin30 minutes - PlanningAgenda item: Planning which shop to interview Presenter: Toh Chee ChengDiscussion:Searching for Chinese Herbs Shop in Klang Valley and Puchong area has many Chinese HerbaShop, we should go and ask to confirm date and time to interview with them.Conclusions: Confirm which shop, time and date to interviewAction items Person responsible Deadline Confirm time and date to interview with the shop Toh Chee Cheng 25 AprilTeam Meeting[Date] 27 April 2013[Time] 8.30 pm[Location] onlinediscussionMeeting called by: Toh Chee Cheng Type of meeting:OnlineDiscussing and solving problemFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Toh Chee ChengAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin
  36. 36. 36FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 031055730 minutes – Discussing and solving problemAgenda item: Discussing problem about permission to interview Presenter: Toh Chee ChengDiscussion:Three of the Chinese Herbs Shops don’t allow us to interview and we think to change to anothertype of businessConclusions: Change type of business to interview and try to find where to interviewAction items Person responsible Deadline Think what other business can be interview and start to find wherecan interviewToh Chee Cheng, YapZhi Jun, Yap Zhong Lin30 AprilTeam Meeting[Date] 1 May 2013[Time] 2.00 pm[Location] onlinediscussionMeeting called by: Yap Zhi Jun Type of meeting:OnlineplanningFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Yap Zhi JunAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin30 minutes - PlanningAgenda item: Planning which shop to interview Presenter: Yap Zhi JunDiscussion: Change type of business to bakery and start to search which shop can be interviewedConclusions: Confirm which shop, time and date to interviewAction items Person responsible Deadline
  37. 37. 37FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557 Confirm time and date to interview with the shopYap Zhi Jun, Toh CheeCheng, Yap Zhong Lin10 AprilTeam Meeting[Date] 11 April 2013[Time] 9.00 pm[Location] onlinediscussionMeeting called by: Yap Zhong LinType of meeting:OnlineConfirm where and date tointerviewFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Yap Zhong LinAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin1 hour – Confirm where and when to interviewAgenda item: Confirm where and when to interview Presenter: Yap Zhong LinDiscussion:Confirmed three shops to interview- Cham Bagel (SS 15) 18 May 2013 10 am- Rotiboy ( Sunway Pyramid ) 18 May 2013 12 pm- Free Mori ( SS 15 ) 21 May 2013 10 am- -- --Conclusions: Already confirm three shops to interviewAction items Person responsible Deadline Prepare question paper and camera Yap Zhi Jun 17 April Search the map on how to go SS 15 Toh Chee Cheng 17 AprilTeam Meeting[Date] 19 May 2013[Time] 2.00 pm[Location] onlinediscussionMeeting called by: Toh Chee Cheng Type of meeting:OnlineSolving problem and planningFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Toh Chee ChengAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin
  38. 38. 38FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 031055730 minutes – Solving problem and planningAgenda item: Find more shop to interview Presenter: Toh Chee ChengDiscussion:Cham Bagel rejected to answer our question so need to find another one more bakery shop tointerview. Prepare draft of the essay point by point.Conclusions: Find another one shop to interview and prepare draft of essay.Action items Person responsible Deadline Confirm time and date to interview with the shop Prepare draft of essayYap Zhi Jun, Toh CheeCheng, Yap Zhong Lin23 AprilYap Zhi Jun 22AprilTeam Meeting[Date] 23 April 2013[Time] 9.00 pm[Location] onlinediscussionMeeting called by: Yap Zhi JunType of meeting:OnlineConfirm where and date tointerview and start to divide jobFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Yap Zhi JunAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin30 hour – Confirm where and when to interview and start to divide jobAgenda item: Confirm where and when to interview and divide job Presenter: Yap Zhi JunDiscussion:Last shop to interview – Komugi Bakery ( Sunway Pyramid ) 25 May 2013 10amStart dividing job for the report essay-Conclusions: Last shop confirmed and job is divided.
  39. 39. 39FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Action items Person responsible Deadline Introduction for each shop Yap Zhi Jun, Yap ZhongLin, Toh Chee Cheng26 AprilTeam Meeting[Date] 27 May 2013[Time] 9.00 pm[Location] onlinediscussionMeeting called by: Toh Chee ChengType of meeting:OnlineDiscussing how to write the reportand dividing jobFacilitator: Toh Chee Cheng, Yap Zhi Jun,Yap Zhong LinNote taker: Toh Chee Cheng, Yap Zhi Jun, YapZhong LinTimekeeper: Toh Chee ChengAttendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin30 minutes – Discussing how to write the report and dividing jobAgenda item: Discussing how to write the report and dividing job Presenter: Toh Chee ChengDiscussion:Divide essay report into few parts, Introduction of bakery, introduction of three shops, threeparagraph for compare and contrast, conclusion of essay, appendix, bibliography, meeting minutesConclusions: Jobs are dividedAction items Person responsible Deadline Introduction of bakery, editing, bibliography Appendix, meeting minutes Conclusion of essay Compare and contrast of the three shops Introduction of three bakery shops Sign in to EdmodoToh Chee ChengYap Zhi JunYap Zhong LinToh Chee Cheng, YapZhi Jun, Yap Zhong LinToh Chee Cheng1 June
  40. 40. 40FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Photos - RotiboyPromotion BoardProducts of RotiboyFresh rotiboy bunEnvironment of RotiboyPhoto of us with theRotiboy manager,Mr.Lee Wei Siong.
  41. 41. 41FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Photos – Free MoriDesign ofmember cardProducts of Free MoriPackaging of products
  42. 42. 42FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Name card of Free MoriList anddescription ofproducts in amini bookAttractive design of cakesPhoto of us with the Free Morimanager, Mr.Iman.
  43. 43. 43FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122YAP ZHI JUN 0310738YAP ZHONG LIN 0310557Photos – Komugi BakeryWheat products of KomugiCakes of KomugiCakes and macaroons of Komugi

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