A COMPARATIVE ANALYSIS OF BUSINESSES

Group Members: Kimberley Ee Sze Ann,

Chia Sue Yi,

Cheong Siew Ying,

Yap Kar Juen,

Cheah Teck Wei

Research topic: Traditional Penang Biscuits

Module: English 2 (ENGL0205)

Session: September 2013

CHOSEN BUSINESSES

SOON SENG

Location: Lebuh Kimberley, Georgetown, Penang

Business type: Small stall

TONG HOE SENG

Location: Lebuh Kimberley, Georgetown, Penang

Business type: Small stall

WAH THAI

Location: Jalan Gottlieb, Georgetown, Penang Business type: Large shop

BACKGROUND

SOON SENG

o 30 year old businesso Mr Soon : the founder of the shopo receives help from family members

TONG HOE SENG

o 60 year old businesso Started in 1954o Has existed since before World War 2.o Family-owned, passed down from father to

daughtero Current owner has run the business for 30

years

WAH THAI

o 40 year old businesso Started in 1977.o 32 years of established experience and

reputationo Employs dozens of workers

AVAILABLE PRODUCTS

SOON SENG

Tambun Biscuits

Medicated Oils

Pickled Fruits

TONG HOE SENG

Tambun Biscuits

Medicated Oils

Snacks

WAH THAI

Tambun Biscuits

Coconut Biscuits

Herbal Soup Snacks

COMPETITION

SOON SENG AND TONG HOE SENG

o Other stalls selling similar products.o Many of such stalls exist.o These similar stalls are all located very close together.

Lebuh Kimberley

Pin Kuan Enterprise

Soon Seng

Tong Hoe Seng

WAH THAIo Other stalls selling similar products.o Small stalls e.g. Tong Hoe Seng and Soon Seng

which may sell for cheaper prices and are more easily accessible (located at tourist areas).

o Other large companies selling similar products in Georgetown.

Ghee Hiang

Him Heang

Wah Thai

PRICE COMPARISON

TONG HOE SENG

WAH THAI SOON SENG

PRICEQUALITY

OBSTACLES AND CHALLENGES

SOON SENG AND TONG HOE SENG

Many competitors exist in the form of stalls selling similar products.

Different stalls may be able to offer cheaper prices.

Different stalls sell larger ranges of products and therefore can attract more customers.

WAH THAI

o Many competitors exist in the form of other stalls selling similar products.

o Smaller stalls offer cheaper prices due to cheaper packaging.

o Smaller stalls know their customers on a personal level therefore having the advantage of customer loyalty.

NATURE OF BUSINESSES

SOON SENG AND TONG HOE SENG

o Small local business.

o Main customers are locals and tourists.

o Sells tambun biscuits.

o Exist in a purely competitive market.

WAH THAI

o Large business.

o Main products are tambun biscuits but also offers a large range of other local food products.

o Exist in a purely competitive market.

STRATEGIES USED

SOON SENG AND TONG HOE SENGo Produce original homemade traditional biscuits.

o Maintain customer loyalty.

o Sell near tourist areas.

o Cheaper price

Popular food street located close to many hotels

WAH THAI

• Large business.

• Main products are traditional biscuits but also offers a large range of other local food products.

• Maintain status and quality

Packeted Bah Kut Teh is another popular Wah Thai product

Tong Hoe Seng & Soon Seng

- 2 flavours only

Wah Thai

-many different flavours

allow customers to try their products

FUTURE PLANS

SOON SENG AND TONG HOE SENG

o Continue to provide friendly service to customers.

o Maintain quality of products

o Maintain customer loyalty by being courteous and providing high quality goods.

o No plans for expansion.

WAH THAI

o Maintain high status.

o Maintain brand name quality.

o Introduce a wider range of local food products e.g. packeted Bah Kut Teh.

o No plans for expansion.

POPULARITY

SOON SENG AND TONG HOE SENG Attracts local customers as well as tourist. Regular customers keep returning as they are familiar with

the stall owners. Many years of reputable service (high quality goods and good

attitude).

WAH THAI

o High popularity

o Advertising through newspaper and magazine

o Winner of FOODSION's Magazine Award

o Famous Tourist Place

SUGGESTIONS FOR IMPROVEMENT

SOON SENG AND TONG HOE SENG

Advertise- These businesses rely on their long standing

reputation and do not feel the need to advertise.

- However, they do not realise that the modern generation may not be aware of their stalls and will visit the larger businesses that advertise aggressively.

- Advertise through: Facebook pages, blogs, newspaper articles, magazines.

WAH THAI

Consider expanding the business- Currently Wah Thai’s main goal is to preserve

ONLY the quality of their products and they see this as their main priority.

- This may serve as a weakness as they are unable to see the bigger picture.

- Wah Thai is slowly becoming more and more successful, in time the business will come to a standstill.

- Wah Thai should aim big as they have the potential to achieve great success.

REFERENCES

1926heritagehotel.com. (2014). Him heang – famous for their tambun biscuits | 1926 heritage hotel penang malaysia. [online] Retrieved from: http://www.1926heritagehotel.com/him-heang-famous-for-their-tambun-biscuits/ [Accessed: 11 Jan 2014].

Dodol-mochi.blogspot.com. (2009). Dodol & mochi | where east meets west ...: "my sweet malaysia": tambun biscuits or tau sar beng 淡汶豆沙餅 . [online] Retrieved from: http://dodol-mochi.blogspot.com/2009/08/my-sweet-malaysia-tambun-biscuits-or.html [Accessed: 11 Jan 2014].

Facebook. (2014). Lim wah thai local food products. [online] Retrieved from: https://www.facebook.com/pages/Lim-Wah-Thai-Local-Food-Products/296988758761 [Accessed: 11 Jan 2014].

Ggmu.blogspot.com. (2009). Get a life!: ghee hiang,penang. [online] Retrieved from: http://ggmu.blogspot.com/2009/03/ghee-hiangpenang.html [Accessed: 11 Jan 2014].

Gourmet Garden. (2014). Gourmet garden. [online] Retrieved from: http://www.gourmetgarden.com.my [Accessed: 11 Jan 2014].

II, A. (2014). Going to penang? bring back some tambun biscuits!. [online] Retrieved from: http://www.visitpenang.gov.my/portal3/where-to-eat/where-to-eat/1511-going-to-penang-bring-back-some-tambun-biscuits.html [Accessed: 11 Jan 2014].

Kevin, C. & Profile, V. (2009). The podanys | welcome to our word: bak kut teh night!. [online] Retrieved from: http://thepodanys.blogspot.com/2009/02/bak-kut-teh-night.html [Accessed: 11 Jan 2014].

Limwahthai.com. (2014). Welcome to lim wah thai local food marketing sdn bhd. [online] Retrieved from: http://www.limwahthai.com/aboutus.asp [Accessed: 11 Jan 2014].

Penangstreetfood.com. (2014). Battle of the biscuit: ghee hiang v him heang | penang street food | penang delicacies. [online] Retrieved from: http://penangstreetfood.com/2010/12/battle-of-the-biscuit/ [Accessed: 11 Jan 2014].

Penang-traveltips.com. (2014). Kimberley street (lebuh kimberley), george town, pulau pinang. [online] Retrieved from: http://www.penang-traveltips.com/kimberley-street.htm [Accessed: 11 Jan 2014].