Eco report

SCHOOLSCHOOLSCHOOLSCHOOL OFOFOFOF ARCHITECTURE,ARCHITECTURE,ARCHITECTURE,ARCHITECTURE, BUILDINGBUILDINGBUILDINGBUILDING &&&& DESIGNDESIGNDESIGNDESIGNFoundation of Natural Build Environment (FNBE)

PrinciplesPrinciplesPrinciplesPrinciples ofofofof EconomicsEconomicsEconomicsEconomics [FNBE0135][FNBE0135][FNBE0135][FNBE0135]Assignment : A Tale of Two Businesses

– A Comparative Analysis of 2 Businesses of Similar Industry inDifferent Geographical Locations

No.No.No.No. NameNameNameName StudentStudentStudentStudent IDIDIDID

1.1.1.1. WongWongWongWong YunYunYunYun ShiShiShiShi 0315225031522503152250315225

2.2.2.2. TanTanTanTan ChuuChuuChuuChuu YeeYeeYeeYee 0315097031509703150970315097

3.3.3.3. TanTanTanTan KaiKaiKaiKai SinSinSinSin 0315213031521303152130315213

4.4.4.4. YapYapYapYap YongYongYongYong XingXingXingXing 0314715031471503147150314715

TableTableTableTable ofofofof ContentsContentsContentsContents

No.No.No.No. TitleTitleTitleTitle PagePagePagePage

1 Summary 1

2 Brief Bio Of The Businesses

2.1 Ming Xiang Tai

2.2 Tong Kee Brothers Confectionary ( TK Bakery)

2

2

2

3 Comparative Analysis of the Businesses’ CompetitiveTraits

3.1 Ming Xiang Tai

3.2 Tong Kee Brothers Confectionary ( TK Bakery)

4

4

5

4 Recommendations

4.1 Ming Xiang Tai

4.2 Tong Kee Brothers Confectionary ( TK Bakery)

8

8

8

5 Appendix 9

6 References 17

1.1.1.1. SummarySummarySummarySummary

This report is A Comparative Analysis of 2 Businesses of Similar Industry in DifferentGeographical Locations. In this report, we will compare two bakery shop that located attwo difference place which are Ming Xiang Tai Cantonese Pastry in Penang and TongKee Brother Confectionary in Klang Valley. We will study how they obtain the desiredlevel 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, wewill compare and state which firm is more successful in commercially and competitively.

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2.2.2.2. BriefBriefBriefBrief BioBioBioBio ofofofof thethethethe BusinessesBusinessesBusinessesBusinesses

2.12.12.12.1 MingMingMingMing XiangXiangXiangXiang TaiTaiTaiTai

Ming Xiang Tai Pastry Shop – located at Penang. There were three branches whichlocated 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 (3rdOutlet). We visited the 3rd outlet.

The top five popular items at Ming Xiang Tai Pastry Shop are Trishaw egg tart, Saltedegg pastry, Chicken floss puff, Traditional Koa Char Siew Pau and Golden Babe. Mr. AuMeng Kit emphasize handmade all item. Besides, they also provide online order anddelivery service for other states such as Selangor. Different branch practices differentoperate time. Head office opening at 8am-11pm, Branch outlet opening at 8am-8pm, and3rd outlet opening at 10am-9pm (Monday-Friday) while opening at 9am-9pm (Sat&Sun).

The founder is Au’s family third generations heirs who named Au Meng Kit. He also aculture and art lover. Thus, his 3rd outlet design style as 60’s period. Mr. Au motivationcame from his family especially his mother. Ming Tai Xiang mission is to flourish theculture of eating Cantonese traditional homemade pastries and biscuits. Ming Xiang Tai’sprime determination is to hold on to the philosophy and regain the cultural essence oftraditional 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 outletnowadays, provide online delivery, release more new pastry, customers increasing,services become better.

2.22.22.22.2 TongTongTongTong KeeKeeKeeKee BrothersBrothersBrothersBrothers ConfectioneryConfectioneryConfectioneryConfectionery (((( TKTKTKTK Bakery)Bakery)Bakery)Bakery)

Tong Kee Brothers Confectionery – located at Pudu, Kuala Lumpur. They have 8branches outlets which are located at these following address:

I. 2, Ground Floor, Persiaran Jalan Mergastua, Jalan 56, Kepong Baru 52100 KualaLumpur (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 (SriPetaling),

VI. 64, Jalan Cerdas, Taman Connaught, Cheras, 56000 Kuala Lumpur (Cheras), 5

VII. 4G, Jalan Besar, 68000 Ampang, Selangor D.E. (Ampang),

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VIII. 61-G, Jalan SS21/60, Damansara Utama 47400 Petaling Jaya, SelangorD.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 andbreads. It also western style dessert like yogurt. Next, during special festivals, it willrelease cakes or products that relate with it. For example, cakes with special design forChristmas.

According to Li Yushan (2013) reports, Tong Kee Brothers Confectionery was foundedby 7 siblings of Hoong’s family during the 1970s. The motivation came from theirparents. "Tong Kee Brothers Confectionery" was named after their father's opinion whichis wishing the 7 siblings unite and work together. At first, they sell tarts and breads at thehawker stalls, then, they accumulate the capital and established a shop. In 1980s, theystarted using the mechanized production line and established the halal food factory in2005. The Tong Kee tradition has been passed down from generation to generation, fromthe late Hoong Wah to his siblings. And today, the confectionery is still run by the histhree sons and two daughters." ( Tong Kee Brothers Confectionery, 2010 ) Tong Keemission is “one sincerity, hundred of satisfied”. Over the past 3 – 5 years, the businesschanged a lot. TK sell Chinese New Year cookies and 4 types hampers. Besides, theyprovide cut service but other bakery don’t have, release more new pastry sometimes notfixed, customers also increasing, Tong Kee is still expanding its business.

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3.3.3.3. ComparativeComparativeComparativeComparative AnalysisAnalysisAnalysisAnalysis ofofofof thethethethe BusinessesBusinessesBusinessesBusinesses’’’’ CompetitiveCompetitiveCompetitiveCompetitive TraitsTraitsTraitsTraits

3.13.13.13.1 MingMingMingMing XiangXiangXiangXiang TaiTaiTaiTai

Ming Xiang Tai Cantonese Pastry's main base locates at Penang. There are a lot ofpastries at there. However, according Sandy Lau, the manager of Ming Xiang Tai, thenumber of competitors in its respective geographical markets is very little. It is about 2 to30. 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 PastryChef 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 BehTah Saw. Besides those pastries, Ghee Hiang was famous of its sesame oil. While SengHin Hiang Biscuit Trading is also a shop with long history. Its main product are Tambunbiscuit or also named as Tau Sar Pneah. Except sells at shop, it also distributes its productto other shops. On the other hand, Him Heang was established in 1948. It is also famousof its Tambun Biscuit.

Ming Xiang Tai is ables to survive and compete with its competitors because it sells thespecial and limited goods. Only it sells the Cantonese style pastry such as salted eggpastry while the other Chinese pastry sell Tambun Biscuits. ( Sandy Lau, personalcommunication, December 13, 2013 ) The another strategy that it employs is to controlthe 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'scustomer. It also produces variable products such as Trishaw Eggs Tart, Peanut Butterwith Lotus Paste Pie, Chicken Floss with Lotus Paste Pie, Green Tea Pie,Ginseng EightTreasure Tea, Chrysanthemum Goji Tea and Golden Pillow. There are more than 20types of goods at there. Furthermore, it also has its own Facebook page to interact with itscustomer. 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 issuccessful and owns 3 branches at Penang. Moreover, according to Ms Lau its profit isstill growing from year to year. ( personal communication, December 13, 2013 ) Not onlythe local people will visit the shop, even the foreign tourists will buy its products. It alsoattracts 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. ( personalcommunication, December 13, 2013 ) The barriers to entry is weak as you just need tohave around RM 100,000 as capital. At the same time, this business does not face legalbarrier and control of resources. However, the new shop will hard to survive because itneed to compete with some famous shops such as Ming Xiang Tai who has loyalcustomers and shops who has a few branches at that area.

According to Ming Xiang Tai's characteristics, the nature of pastry market at PenangIsland is monopolistic competition. In my opinion, the pastry market is fully packed, thenew business is really hard to survive unless their products are special and creative.

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3.23.23.23.2 TongTongTongTong KeeKeeKeeKee BrothersBrothersBrothersBrothers ConfectionaryConfectionaryConfectionaryConfectionary (((( TKTKTKTK BakeryBakeryBakeryBakery ))))

Tong Kee Brothers Confectionary has many branches within Klang Valley. One of itwas located at SS15, Subang Jaya. In SS15, Tong Kee Brother Confectionary wasrenowned. However, it has in range of 4 - 5 competitors in that area, while within thewhole Klang Valley is has around 10 - 50 competitors. It shares around 30% of themarket. (Jenny Lim, personal communication, December 19, 2013) The top 3 competitorsare RT Pastry House, King's Confectionary and The Baker's Cottage.

RT Pastry House is established at year 2003. ( RT Pastry, 2010 ) Its main products arecakes and breads. It has over 20 types cakes and over 40 types breads. Besides cake andbread, it also provides pasties like egg tart, cheese tart and so on for the customers. WhileKing's Confectionary was formed at year 1973. It operates more than 80 retail stores atthe Peninsula of Malaysia. (King's Confectionery, 2013) Its well know product isPortuguese Egg Tart. On the other sides, The Baker's Cottage was established in 1994. Itis a subsidiary of Leong Hup Holdings Berhad. ( The Baker's Cottage, n.d ) Its famousproducts are breads and mooncakes. Customers love its cakes and cookies also.

In order to survive in the market, TK Bakery practices a few strategics. First is toprovide the customers variable choices. It sells differentiated products. Except theChinese pastries like egg tart, TK also sell western pastry like breads, cakes and swissroll. Moreover, TK continually discovery and releases new products. For example, exceptthe normal egg tart, it also produce "another version of egg tarts where the pastry is madewith butter." ( Tong Kee Brothers Confectionery, 2010 ) Until now, it already has morethan 200 types products. ( Jenny Lim, personal communication, December 19, 2013 ) Theprice 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 whichare almost same as RT pastry and King's Confectionery products' prices. Next, it alsoemphasize the quality of its products, all of the products are daily make. Moreover, itoften has promotions to attract more customer. For example, it has monthly promotionsand anniversary promotion. During the special day like Mother's day, it also has luckydraw for customer who buy a 0.5kg cake. These strategics make TK become successfuland now its own 8 branches and its profit getting better and better.

In Klang Valley, to enter the pastry market is difficult. ( Jenny Lim, personalcommunication, December 19, 2013 ) Miss Lim said " you need to have around RM30,000 as capital. ( personal communication, December 19, 2013 ) Then, you need toovercome a huge amount of competitors as the pastries are not only will be sold at pastryshop or bakery, it also be sold at the cafe and hawker stalls. You also need to face thecompetitors 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 surviveand need to invest more money in it.

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TheTheTheThe SummarySummarySummarySummary TableTableTableTable

CompetitiveCompetitiveCompetitiveCompetitive TraitsTraitsTraitsTraits MingMingMingMing XiangXiangXiangXiang TaiTaiTaiTai CantoneseCantoneseCantoneseCantonesePastryPastryPastryPastry ((((PenangPenangPenangPenang-Based)-Based)-Based)-Based)

TKTKTKTK BBBBakeryakeryakeryakery (Klang(Klang(Klang(Klang Valley-Valley-Valley-Valley-Based)Based)Based)Based)

1.1.1.1. NumberNumberNumberNumber ofofofofCompetitorsCompetitorsCompetitorsCompetitors

2 to 30 10 to 50

2.2.2.2. BarrierBarrierBarrierBarrier totototo EntryEntryEntryEntry Weak. Because it just needto have around RM 100,000as capital.

Moderate. Because thenew shops need toovercome the business whopractices strategic barrier.

3.3.3.3. DifferentiatedDifferentiatedDifferentiatedDifferentiated ororororStandardizedStandardizedStandardizedStandardizedProductsProductsProductsProducts

Differentiated Products

� Peanut Butter with LotusPaste Pie� ChickenFloss with Lotus PastePie

� Chicken Pie� DurianPie� Green Tea Pie

� Ginseng Eight TreasureTea� ChrysanthemumGoji Tea

Differentiated Products

� Egg Tart� Egg Tartwith butter�MiniEgg Tart

� Kaya Puff� CurryPuff

� Chicken Floss Roll�Green Tea Roll�Sesame Roll

4.4.4.4. PricingPricingPricingPricing PowerPowerPowerPower Weak. Price Taker. Because ifit set too high price,customer might choose notto buy other pastries at othershop.

Weak. Price Taker. Becausethere are many otherbakeries at the area.

5.5.5.5. OtherOtherOtherOtherCharacteristicsCharacteristicsCharacteristicsCharacteristics

� Will release newproducts at unconstanttime

� Provide online buyingand delivery services toother state

� All are product are hand-

� Often release newproducts

� Except Chinesepastries, it also sellswestern pastries such ascakes, swiss roll andbread.

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made, fresh, and dailymade.

� Besides pastries, it alsosell drinks such asGinseng Eight TreasureTea

� All product are dailymade.

6.6.6.6. VerdictVerdictVerdictVerdict Monopolistic Competition Monopolistic Competition

After the analysis and comparative, the Tong Kee Brothers Confectionary is moresuccessful in commercially. This is because compare to Penang, the market in KlangValley is more competitive. However, Tong Kee is able to survive and the businessperformance is become better from year to year. It also able to operates 8 branches. Itshows that the strength of Tong Kee is stronger than Ming Xiang Tai.

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4.04.04.04.0 RecommendationRecommendationRecommendationRecommendation

4.14.14.14.1 MingMingMingMing XiangXiangXiangXiang TaiTaiTaiTai

Researching about the products and customers

According to Hiam (2009), research helps "to understand love and hate" and "make abetter decision". (p. 71) As Ming Xiang Tai now operates 3 branches and keeps releasingnew 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. Itcan 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 withsome information about the products to let the new customers especially the other statescustomers know about the products. Hiam (2009) said, " any details you can provideabout your product are helpful to the shopper and can build the confidence needed for herto click on that Buy Now button." (p.348) Thus, Ming Xiang Tai should add some detailsabout the products like the main ingredients of them.

4.24.24.24.2 TongTongTongTong KeeKeeKeeKee BrotherBrotherBrotherBrother ConfectioneryConfectioneryConfectioneryConfectionery (((( TKTKTKTK Bakery)Bakery)Bakery)Bakery)

Analysis the products life cycles

As Tong Kee has around 200 types of products, it is necessary to analysis the productslife cycles to avoid waste resource and time in selling the products which its sales areslowing down. It should focus on other hot products.

Practices appraising performance

Nowadays, there are too many competitors that sell similar products. Thus, except payingattention to the quality of products, Tong Kee should also pay attention to theperformance of its workers. Therefore, Tong Kee should practices appraisingperformance. Barrow (2007) states the purpose of appraising performance is to helppeople "perform better and be able to achieve their career goals." (p.331) If the workerscan perform better, then it can help the business to increase its competitiveness.

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5.5.5.5. AppendixAppendixAppendixAppendix

Video Links :

Part 1

http://www.youtube.com/watch?v=i91VeAXHW3U&feature=youtu.be

Part 2

http://www.youtube.com/watch?v=zKFJuZy6VDg&feature=youtu.be

Part 3

http://www.youtube.com/watch?v=wdmfHvsk6gs&feature=youtu.be

Ming Xiang Tai's flyers

Ming Xiang Tai's hot products, Trishaw egg tart (left) Chicken with lotus paste pie (right)

Ming Xiang Tai's shop outlook Ming Xiang Tai's Facebook page

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MingMingMingMing XiangXiangXiangXiang TaiTaiTaiTai

TK Bakery's Products

Ghee Hiang web page ( left ) Ghee Hiang pastry products ( right )* Images obtained at Ghee Hiang's Web Site , http://www.ghee-hiang.com/

TK Bakery SS15 Branch outlook

Him Heang's biscuits (Tambun Biscuits )* Image obtained athttp://kyspeaks.com/tag/him-heang/

Seng Him Heang's Tambun biscuits Package

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MingMingMingMing XiangXiangXiangXiang Tai'Tai'Tai'Tai' CompetitorsCompetitorsCompetitorsCompetitors

TKTKTKTK BakeryBakeryBakeryBakery

TK Bakery Promotions Advertisements* Images are obtained from Tong Kee Brothers ConfectioneryFacebook Page , https://www.facebook.com/pages/Tong-Kee-Food-Corporation-Sdn-Bhd/190587117656652

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 Web page The Baker's Cottage's Web page

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TKTKTKTK Bakery'sBakery'sBakery'sBakery's CompetitorsCompetitorsCompetitorsCompetitors

InterviewInterviewInterviewInterview NoteNoteNoteNote

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 competitorsare Ghee Hiang, Seng Hin Hiang Biscuit Trading, and Him Heang.

10)How big is your market share ?

- around 60 %

11)How much capital is required to start this business?

- approx. RM 100,000

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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 theshop has loyal customer.

13)How do you compete with your competitors i.e. what strategies do you employ to divertcustomers away from your competitors?

- The products are all daily made, provide online buying and delivery services, producesvariable 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 overthe past 3 - 5 years

- Open more outlet, provide online delivery, release more new pastry, customersincreasing, services become better.

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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 KayaBun.

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

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12) How much capital is required to start this business?

- 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 todivert 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 sellsdifferentiated products)?

- We did release new products but does not has a specific period, sometimes a fewweeks, sometimes a few months

16) Are your pricing decisions strongly affected by your competitors?

- The prices is set according the markets price.

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6.6.6.6. ReferencesReferencesReferencesReferences ::::Ming Xiang Tai (n.d) TheTheTheThe SecretSecretSecretSecret ofofofof IrresistibleIrresistibleIrresistibleIrresistible PastryPastryPastryPastry [ Flayer ]. Penang, Malaysia :Ming Xiang Tai Confectionaries & Drinks Sdn. Bhd.

Tong Kee Food Corporation Sdn Bhd (n.d.) In FacebookFacebookFacebookFacebook [ Food & Grocery Page ]Retrieved from https://www.facebook.com/pages/Tong-Kee-Food-Corporation-Sdn-Bhd/190587117656652

Li, Yushan ( 2013, January 30 ). FameFameFameFame :::: TongTongTongTong KeeKeeKeeKee BrothersBrothersBrothersBrothers ConfectioneryConfectioneryConfectioneryConfectionery TartsTartsTartsTarts ofofofofFillingsFillingsFillingsFillings LooseLooseLooseLoose IncenseIncenseIncenseIncense. Oriental Daily News, p. MC11.

Ghee Hiang Manufacturing Co. Sdn. Bhd. (2009). GheeGheeGheeGhee HiangHiangHiangHiang LegacyLegacyLegacyLegacy. [online]Retrieved from http://www.ghee-hiang.com/

RT Pastry House ( 2010 ).WelcomeWelcomeWelcomeWelcome ToToToTo RTRTRTRT PastryPastryPastryPastry HouseHouseHouseHouse. Retrieved fromhttp://rtpastry.com/

King's Confectionery ( 2013 ). AboutsAboutsAboutsAbouts UsUsUsUs. Retrieved fromhttp://www.kings.com.my/about.html

The Bakers Cottage (n.d). CompanyCompanyCompanyCompany ProfileProfileProfileProfile. Retrieved fromhttp://www.thebakerscottage.com/companyprofile.asp

Barrow, C., (2007). StartingStartingStartingStarting aaaa BusinessBusinessBusinessBusiness ForForForFor DummiesDummiesDummiesDummies. (2nd ed.) Chichester, England:John Wiley & Sons, Ltd.

Hiam, A., ( 2009 ).MarketingMarketingMarketingMarketing ForForForFor DummiesDummiesDummiesDummies. (3rd ed.) Indianapolis, Indiana: WileyPublishing, Inc.

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