RESEARCH ASSIGNMENTEnglish 2 [ENGL0205] Effective Public Communication [FCOM0102]

LEONG CHEE KEE

LEONG HOW KENG

• 2nd generation• His father learn this

craftsmanship from Sumatra when he was working, he came to Malaysia to start his own business after leave Sumatra

LEBUH CAMPBELL, PENANG

FUNG WONG

CHAN SENG & MELVIN

• 3rd and 4th generation• He likes to make eateries

especially biscuits and so on he continues making them and gives them to his neighbours and friends nearby. Besides the feedback he got wasn’t that bad.

MIDVALLEY MEGAMALL

ANALYSIS OF TRADITIONAL BISCUIT BUSINESSLEONG CHEE KEE TRADITIONAL BISCUIT SHOP

LEONG CHEE KEE

Sells traditional cakes and pastries (main service)

Provides traditional Cantonese wedding biscuits.

COMPETITORS

No competitors.

Stated that everyone has their own way of making biscuits.

Prioritize the quality and taste of the biscuits rather than minding so much about the competition.

NATURE OF BUSINESS

Monopoly

Doesn’t care about competitors

Price Maker: Decides the price product to be sold

• Price is set to the quality of their biscuits.

CHALLENGES & OBSTACLES

Had to maintain their quality of their biscuits which is considered to be premium all the time.

Had to satisfy customer’s taste, customers nowadays have high requirements towards delicacies.

Keep learning and improving their products.

STRATEGIES

Premium biscuits are made on a small scale

Rely on television media as a commercial medium

Entertainment shows about delicacies often visit this business

Oversea publisher has also published about them

ANALYSIS OF TRADITIONAL BISCUITS BUSINESSFUNG WONG BISCUITS SDN. BHD.

FUNG WONG BISCUIT SDN. BHD.

Sells traditional packaged pastries (main service)

Sells biscuits according to special occasionsFor example: Wedding, Lantern Festival, Birthday, Full Moon

COMPETITORS

No specific competitor but he did state that western style cakes is one of the biggest competitor.

Comparison between western style wedding cakes and traditional ones.

NATURE OF BUSINESS

Rely on old customers

Monopoly

Price Maker: Decides the price product to be sold.

• Prices are set according to the quality of the biscuits

CHALLENGES & OBSTACLES

Possesses a strong competitor

To maintain the taste of biscuits even though they altered the recipes

Commercialise their business

STRATEGIES AND OBSTACLES

Sped up the production by using automated production

Redesign the logo and packaging

Run outlets and branches at different states and country

FUTURE PLAN

I would like to run a few more outlets and branches !

I am planning to sell off my franchise and live a retired life.

CONCLUSION

Which one is more commercially successful ?

THANK YOU.