Boon Yi ChungTan Yong ChienChan Tian JiImanKiralySatesh RajDeong Khai Keat

CHICKEN RICE BUSINESS

CHOSEN CHICKEN RICE BUSINESSLEONG SHIFU BBQ CHICKEN RICE BANDAR SUNWAY, PJS 7/11

CHOSEN CHICKEN RICE BUSINESSHONG KEE CHICKEN RICE

TAMAN ISLAND GLADES, PENANG

DESCRIPTION OF THE BUSINESS

LEONG SHIFU BBQ CHICKEN RICEBANDAR SUNWAY, PJS 7/11OWNER BIO:

MR. Yap Chee Leong

PRESENT OCCUPATION: Chicken Rice Stall Owner

YEAR BUSINESS FOUNDED: 2000

OPERATION : 2000-2015 (15 Years of management)

PAST OCCUPATION: Waiter

LOCATION OF BUSINESS

● Located in Bandar Sunway, PJS 7/11

● Business faces a coffee shop entrance

● Located next to a Kuil

● 9 minutes from Taylor’s lakeside Uni by car (7 minutes without traffic)

LEONG SHIFU BBQ CHICKEN RICE● Faces the front of a coffee shop.

● Cosy, easy going place to hang out to eat.

● Found and ran by Mr.Yap Chee Leong with the help of three other people.

● Serves a variety of dishes but most famous for his roasted and barbecued pork.

● Offers take away services.

● Only one branch

LEONG SHIFU BBQ CHICKEN RICE

Early yearsManage to serve a few customers and sold an estimated 15 plates per day.

What started with an idea to improve his family’s life and financial freedom.

CurrentlyHas three employees and serves an estimated 100-120 customers per day.

Future ProspectsTo own his own Chicken Rice Shop.

LEONG SHIFU BBQ CHICKEN RICE● Very competitive market

especially in that specific area and moreover in the vicinity of Leong Shifu Chicken Rice.

● Has the advantage of a constant supply of customers.

● Operating hours are flexible but accommodates to the needs of its customers.

● Faithful client base from Taylor’s Lakeside Uni and people around the location of the stall

CHICKEN RICE BUSINESS ANALYSIS

ANALYSIS:LEONG SHIFU BBQ CHICKEN RICE

● Stall faces the front of a coffee shop

● 60 competitors within the area

● 14 competitors within the market (in close proximity)

● Friendly and welcoming

● Charismatic leadership

TOP 3 COMPETITORS OF LEONG SHIFU

Garlic Roasted Chicken Rice Shop

The Chicken Rice Shop Ipoh Nga Choy Chicken 1977

HONG KEE CHICKEN RICETAMAN ISLAND GLADES,PENANG

Mr. Woo Hong Khai (Hong Zai)

Present occupation: Runs a hawker stall

Operation: 1992-2015 (23 years)

Previous job : Kitchen assistant

Owner’s Bio

LOCATION OF BUSINESS

● Located in Taman Island Glades, Jelutong , Penang

● Located inside a coffee shop

● 20 min drive from the place we stayed (Continental Hotel)

● Located in a residential area

HONG KEE CHICKEN RICE● Its in the entrance of the coffee shop

● Serves 4 type of meat which is the Char Siew (pork), Siew Yok(pork), Roasted Chicken , and Roasted Duck.

● Roasted Duck Rice is the main dish for this shop

● Started by Mr . Woo Hong Kai

● Has 2 branches in the same area

HONG KEE CHICKEN RICE SHOP

HOW HE STARTED OF OPENING HIS STALL AND HIS VISION TO MAKE HIS BUSINESS BIGGER

EARLY YEARS CURRENTLY FUTURE PROSPECTS

● MANAGE TO SELL ONLY ONE TYPE OF MEAT AND GOT LESS CUSTOMERS.

● SELLING MORE VARIETIES OF MEAT AND GETTING MORE AND MORE OF CUSTOMERS

● SELL MORE VARIETIES OF FOOD AND GET HIS OWN NOT STALL BUT A WHOLE SHOP.

ADVANTAGES DISADVANTAGES● Its in a residential area so people will just

walk to the shop .

● Many varieties of meat so customers will be satisfied to eat at that shop.

● Have a family member as an employee so there will be no issues with cash and trust.

● Its in a closed area so its difficult to get to know about the shop.

● The stall is inside the shop so the area can’t vacate much people.

ANALYSIS:HONG KEE CHICKEN RICE SHOP

● The stall is located just at the entrance of the coffee shop.

● Over 40 competitors within this area

● 8 competitors within market.( in close proximity)

● Generous and kind man.

TOP COMPETITORS OF HONG KEE CHICKEN RICE

BOO KEE CHICKEN RICE PHEN YANG CHICKEN RICE

KIM POH ROASTED CHICKEN

SUSTAINABILITY

SUSTAINABILITY:LEONG SHIFU BBQ CHICKEN RICE

● The business has been around for 15 years.

● Established a loyal following from people nearby such as Taylor’s Lakeside Uni students and PJS residents.

● Prices are very reasonable.

SUSTAINABILITY:LEONG SHIFU BBQ CHICKEN RICE

● Friendly and charismatic employees.

● Service is impeccable.

● Fresh food supplied everyday.

Sustainability of Hong Kee Chicken Rice Shop

❖ The business has been around for more than 23 years.

❖ Has 6 employees and 2 partners

❖ Has many varieties of meats.

❖ Prices of the food are very cheap

❖ Foods are cooked daily and served fresh

STRATEGIES

STRATEGIESLeong Shifu Bbq Chicken Rice

❏ Products are set at prices that are reasonable so that the businesses customer remain faithful.

❏ The Products available are made from fresh ingredients on a daily basis.

❏ The owner interacts with his customers.

❏ Provide a signature dish to customers.

STRATEGIESHONG KEE CHICKEN RICE SHOP● Price is set very low to attract customers

● Created a main dish which is the duck rice to attract all the duck lovers.

● Give large portion of food for customer satisfaction.

● Behave kind and humble to customer so they will feel comfortable.

Obstacles

Barriers to Entry

● Many existing existing establishments offering the same commodity

● Bargaining power with suppliers (since new businesses are new they don’t have much power to negotiate prices)

FundingCapital is needed to start any kind of business.

● In this case banks might be reluctant to provide a loan to someone willing to sell food from a stall.

Location

The choice of location is very important.● Since the commodity is food, the

environment should be hygienic.

● There should be a space specifically used as a seating area.

OLIGOPOLY COMPETITION

An oligopoly market is a market dominated by a few seller.

In this case it is the chicken rice sellers specifically and not food stalls in general.

COMPARISON

COMPARISON

Location In a densely populated area

Market Oligopoly

Target Customers Everyone (locals and tourists)

Transportation Method By car and by foot (walking distance)

Affiliates Coffee Shops

Similarities

COMPARISONDifferences

Differences Leong Shifu Bbq Chicken Rice

Hong Kee Chicken Rice

Business Founded 2000 1992

Branches Only one so far Two branches

No. of employees 3 6

Food Specialty Roasted pork rice Roasted duck rice

Competitors 60 in the area and 14 of them within close proximity

40 in the area and 8 of them in close proximity

Customer Majority University students and residents

Anyone off the street

WHO IS MORE COMMERCIALLY SUCCESSFUL?

AND THE WINNER IS???

HONG KEE CHICKEN RICE!❖ Number of branches

❖ Number of employees

❖ Number of competitors

RECOMMENDATION

RECOMMENDATION:LEONG SHIFU BBQ CHICKEN RICE

● Advertise his products to a larger crowd through social media or old fashioned posters and flyers.

● Use attractive colours and fonts to catch the attention of the general public

● Use of radio as well with eager presenters to sell out the business to the public.

Recommendation: Hong Kee Chicken Rice Shop

➔ Hire more waiters to speeden up their work when peak hours

➔ They should introduce set meals or new recipes and also incentives such as discounts at peak hours to increase his current customer base and also adjust his menu to appeal to a wider demographic such as adding vegetarian products.