Eng presentation

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Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical Location Group Members: Pui Chun Shian ( 0323470 ) Brandon Liaw ( 0323467) Loon Jing Wei (0322074) Dixon Kee ( 0323944 ) Cryslyn Tan ( 0324249 ) Ching Pei Woon ( 0323842 ) Lau Hui Ming ( 0323827 )

Transcript of Eng presentation

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Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical Location

Group Members: Pui Chun Shian ( 0323470 ) Brandon Liaw ( 0323467)

Loon Jing Wei (0322074) Dixon Kee ( 0323944 )

Cryslyn Tan ( 0324249 ) Ching Pei Woon ( 0323842 ) Lau Hui Ming ( 0323827 )

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CONTENT• What is Hainanese Chicken Rice? • Brief Description of the Business - Singapore Chicken Rice -Prosperity Bowl Restaurant • Summary Tables• Comparative • Recommendation• Conclusion • Reference

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History of Hainanese Chicken RiceWhat is it? The Hainanese Chicken rice is a dish that consists of succulent steamed white chicken that is cut into bite-size pieces and served on fragrant rice with some light soy sauce.Origin1. Adapted from early Chinese immirgants from

Hainan island, off the southern coast of China 2. Locals call it Wenchang chicken 3. Evolved throught the Hainanese immigrants in the

region and gained from local influences such as the Cantonese.

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Brief Description of the business

SINGAPORE CHICKEN RICE &

PROSPERITY BOWL RESTAURANT

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SINGAPORE CHICKEN RICE• One of the largest chicken rice industry in East- Malaysia.• The founders of the business are Mr.Jimmy Tan, Mr.Johnson Tan who are

brothers in the business and Mr.William.• Founded in the year 1987• First branch located in Jalan Song Thian Cheok, Kuching, Sarawak,

Malaysia.• Main motive of starting the business-Chicken rice is popular and common among the community.• Main headquarters is located at Lot 7488-7489, Ground Floor. Block 16,

Taman Timberland, 3rd Mile,93200, Kuching, Sarawak, Malaysia.• Currently has 52 branches inclusive of 12 franchises all around East-

Malaysia.• There are 20 employees that can be found in each branch.

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PROSPERITY BOWL RESTAURANT• Founder of this business is Mr. Roger Khoo• He was actually an employee in a packaging industry• Motives for starting this business- He already had interest to cook since young.• He don’t have that much capital to open a restaurant until the year of

2006• Currently only have one outlet only• Located in No.19, Jalan SS2/30, 47300, Petaling Jaya, Selangor• Planning to open a new one on this year • Their main selling items are their Kampung Chicken Rice and heir Kuey

Tiow Soup.• Choose Kuey Tiow Soup to sell becayse it is some kind related to chicken

rice.• Provides other dishes such as, Pork Ball Soup , Fried Beansprout and etc.

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• The prices of the items did not increase when GST was implemented -He said most of his customers were old customers and would not like to lose them.• Their operation hour is from 7 in the morning until 5 in the evening.• Most of the customers will come and eat on the afternoon, that is the

time where the restaurant is very packed.

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Comparative Analysis of Business’ Competitive Traits

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SINGAPORE CHICKEN RICE ( SCR ) • Economy is in a recession, customer prefer to save cost. • Sugarban is their biggest competitor - Because they have the same equivalent standard of their operation- Specialized in selling fried chicken- Also sells side dishes- Is one of the famous fast food restaurant in Kuching.• To compete with their competitors - Lower down their operation cost, that is to reduce unnecessary

manpower.- Training and improving their staff productivity to improve their service and

food quality.• Set their gross profit 50% and above.

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• Provides more choices of dishes in Malaysia - Vietnamese, Indonesia and Thai food.- Can be found in one of their most recent development which is the

Singapore Food Street.• Nature of the market - Very oligopoly due to the food types sold. - There are a variety of foods with different kinds of styles such as oriental

and western.- The proximity of the locals to the shop plays an important role to regulate

their routine there as a lunch and dinner spot.

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PROSPERITY BOWL RESTAURANT • Kar Heong is the only competitor of Prosperity Bowl Restaurant.- Has 3 branches located in ss14, ss4 and Setia Alam- Sells mainly chicken rice, kueh tiaw soup and pork balls• Didn’t care about competitions- What matters to him is the quality of his food- Was already interested in the food industry so he is very passionate about

his cooking- Managed to create his own recipe by using organic chickens - Also stew his chicken soup for at least 2 hours a day before serving- By doing so, he can maintained or improve his food quality which his

business will then gain more loyal customers

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• Would not advertise his business with any cost only if it’s free• In 2013, The Star Newspaper titled Prosperity Bowl Restaurant as the best

chicken rice in Klang Valley. - This was a free advertisment offered by the newspaper company• According to Mr.Khoo, his loyal customers would provide advertisement

for him if he maintain his quality of his food- As the saying goes, success is the result of perfection, hard work, learning

from failure, loyalty, and persistence • The only action that he would take to compete with his competitors is to

expand his business by opening the second branch- Most probably would open end of the year 2016- Would be operated by a family member of his• Nature of his market is actually perfect competition- Because its barrier to entry is weak - Has only one branch

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PROSPERITY BOWL RESTAURANT NAME OF SHOP SINGAPORE CHICKEN RICE

Located at SS2. The rental expense in that any area in Selangor would actually reduce the revenue of the business, which then cause problems in earning more profit.

The parking space is also limited at that location. It is usually very packed with cars and it may cause jams and inconvenience for other especially during peak hours.

Obstacles faced by new businesses who wish to enter their markets today? Are they easy or difficult to overcome?

As stated by the interviewee, chicken rice is a common and famous food in East Malaysia. There are many other chicken rice business in Kuching which will increase the competition rates, which in turn reduces the profitability of the business.

Since the business has franchises, it is hard to keep the reputation of the business intact. To maintain the reputation, more expenses will be required to provide trainings and other services which will also reduce the amount of profit earned.

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COMPARATIVE ANALYSIS SUMMARY TABLE

COMPETITIVE TRAITS PROSPERITY BOWL RESTAURANT

SINGAPORE CHICKEN RICE ( KUCHING)

1. Number of competitors 1 Less than 5 2.Barrier to Entry Weak barrier to

entry

Entering the market of foods and bevarages in Subang Jaya is easy due to a few factors

1. Subang Jaya is a busy city.

2. Chicken rice is a common food.

Storing barrier to entry

Entering the market of foods and beverages in Kuching is difficult

due to few factors: .

1. Kuching is a small city2. Many variety of foods.

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COMPETITIVE TRAITS PROSPERITY BOWL RESTAURANT

SINGAPORE CHICKEN RICE ( KUCHING )

3. Other Characteristics Prosperity Bowl Restaurant focus on the originality of the chicken rice recipe. Also sells Kueh Tiaw Soup and other side dishes.

Singapore Chicken Rice has a variety of dishes with a fusion of both oriental and western style. For example, chicken rice, Cantonese ‘Kuew Tiaw’ , Sandwiches, Chicken chop rice and others.

4. Verdict Perfect Competition

Oligopoly

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RECOMMENDATIONSSINGAPORE CHICKEN RICE PROSPERITY BOWL RESTAURANT

1. Should always maintain their food quality and make sure it doesn’t not lose it.

1. Need to open franchise since the restaurant is already successful. If there is franchise, the owner should choose a crowded area to get a better profit and having lots of royal customer.

2. It should have the air conditioning service for the customers to have their meal more comfortably.

3. The owner of Prosperity Bowl Restaurant should have the mind to expand his business.

4. Prosperity Bowl Restaurant should focus on more advertising strategies to promote his dishes.

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CONCLUSIONBased on our analysis, Singapore Chicken Rice is more successful.1. Has 52 branches compared to Prosperity Bowl Restaurant which has

only 1 branch.2. Has expanded throughout East Malaysia while Prosperity Bowl

Restaurant has only one branch – known widely by the whole east malaysian.

3. Has franchises but not Prosperity Bowl Restaurant4. SCR are pursuing to expand until it is internationally recognized while

Prosperity Bowl Restaurant recently only decides to open the seond branch.

5. More customers since it has branches around the whole East Malaysia6. Prosperity Bowl Restaurant’s location is not strategic enough to attract

more customers.

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REFERENCESProsperity Bowl Restaurant:-http://my.openrice.com/klangvalley/restaurant/restoran-prosperity-bowl-petaling-jaya-north/224983-http://constance-ant.com/2013/12/klang-valley-lunchy-restoran-prosperity-bowl-ss2/-http://www.thestar.com.my/news/community/2014/07/05/newbie-wins-best-chicken-rice-twoyearold-eatery-proves-to-be-fast-favourite-among-foodies/http://www.hungrygowhere.my/dining-guide/best-picks/12-best-chicken-rice-in-klang-valley-*aid-965b3101/

Singapore Chicken Rice-http://allrecipes.com/recipe/70667/singapore-chicken-rice/-http://abshost.com/scr/the-business.phphttps://en.wikipedia.org/wiki/SCR_(restaurant)http://en.yelp.my/biz/singapore-chicken-rice-kuching-3https://www.facebook.com/SCRCorporation