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

LEONG CHEE KEE BISCUITS

LEONG HOW KENG

• 2nd generation• His father learnt 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 BISCUITS

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.

PETALING STREET

ANALYSIS OF TRADITIONAL BISCUIT BUSINESSLEONG CHEE KEE BISCUITS

LEONG CHEE KEE BISCUITS

Sells traditional cakes and pastries (main service)

Provides traditional Cantonese wedding biscuits.

COMPETITORS

Few competitors.

Stated that everyone has their own way of making biscuits.

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

NATURE OF BUSINESS

Monopolistic Competition

Each firm produces a product that just slightly different from others.

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 BISCUITS SDN. BHD.

Sells traditional packaged pastries (main service)

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

COMPETITORS

No competitors but he did state that western style cakes are one of the biggest competitors.

Comparison between western style wedding cakes and traditional ones.

NATURE OF BUSINESS

Monopoly – Single seller, no traditional bakeries nearby.

Price Discrimination – Change the price and quality of the product.

CHALLENGES & OBSTACLES

Possesses as a strong company.

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

Expanding the market.

STRATEGIES

Speed up the production by using automated production.

Redesign the logo and packagings.

Run outlets and branches in 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.