Name of Module: English 2 [ENGL0205]

Report Title: A Tale of Three Businesses – A Comparative Analysis of 3

Businesses of Similar Industry in Different Geographical Locations

Group Members: Haziq Zariful(0314131)

: Syafiq Zariful(0314702)

: Cassandra Wong (0313365)

: Kelvin Ng (0315081)

: Stanley Low (0314883)

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Table of Content

Key Summary

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Content Page

Cover page 1

Table of Content 2

Key Summary 3

Brief Bio of Businesses 4-6

Comparative Analysis of the Businesses’ Competitive Traits 7-13

Recommendation 14-15

Appendices 16-59

References 60-62

We were given an assignment to compare the analysis of two

businesses of similar industry in different geographical locations. We

chose to compare businesses in Penang and in Klang Valley on seafood

restaurants. The seafood restaurant we chose in Penang is Bali Hai

Seafood Restaurant which is located in Gurney Drive and in Klang

Valley we chose Bubba Gump Shrimp Co. and Manhattan Fish Market

which is located in Sunway Pyramid. After completing and analysis the

report, we found out that Bali Hai would be the more commercially

successful business compared to Bubba Gump and Manhattan. Besides

that, the similarity of the two businesses is that both are having

monopolistic competition.

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Brief Bio of the Businesses

Bali Hai Seafood Restaurant

i. The seafood restaurant interviewed in Penang is the ‘Bali Hai

Seafood Restaurant’ strategically located in the famous tourist

spot for local food in all markets, the Gurney Drive. The

interviewee is the Group Food & Beverage Manager of the

business, Steve Foong. 

ii. The first outlet opened for the business is at Gurney Drive, the

second outlet is at Penang Times Square, the third outlet is at

Sungai Pinang and it the biggest outlet so far, the fourth one, is

located at Batu Feringghi.

iii. The business currently has four outlets in Penang and is going to

open the fifth outlet at Damansara. 

iv. The product mainly sells fresh seafood in various kinds such as

lobsters, crabs, shrimps, geoducks, cooked in many types of

ways such as steamed, fried, boiled, etc. Popular dishes include:

steamed grouper, curry crabs with rice noodles.

v. The business‘s first outlet opened at Gurney Drive in 6th

December 2005.

vi. The business was founded by Mr. Josh Chua; and 

vii. It was founded because of his love towards food & desire to try

on newer types of cooking; he got the inspiration to start this

business during his younger years. He worked with his father

when he was at a hawker stall selling grill fish at Sungai Pinang,

and then eventually passed the grill fish business to his niece to

open Bali Hai Seafood Restaurant. What inspired him to call his

shop ‘Bali Hai Seafood Restaurant’ was because Mr. Josh loves

Bali, and would love to bring a ‘Bali feel’ to their restaurant

where he uses the sunset view, seaside location, tablecloth and

the dry leaf roof imported all the way from Thailand with the

decorations to make customers feel as if they are in Bali.

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viii. In recent times, the business has used their revenue to add

decorations to add a relaxing family atmosphere & also a Bali

feel such as the dry leaf roofing. The revenue is also used to

bring in more sea animals & products to compete with other

competitors. The revenue the business gains through their

development is currently RM1million per month, where they start

the business with a capital of RM600K.

Bubba Gump

i. The seafood restaurant interviewed in Klang Valley is the ‘Bubba

Gump Shrimp Co.’ strategically located in one of the shopping

mall in KL, Sunway Pyramid. The interviewee is the assistant

Sous Chef, Mr. Pravin.

ii. The first outlet opened in KL is at The Curve Mutiara, Damansara.

The second outlet in Kuala Lumpur is at Sunway Pyramid and the

third outlet is at. Citta Mall, Damansara

iii. The business currently has thirty-two Bubba Gump restaurants

operated worldwide. Twenty-two of these locations are in the

United States, three are in Japan, two are located in Mexico,

three are in Malaysia, and one each in the Philippines, Indonesia

and Hong Kong.

iv. The product mainly sells fresh seafood in various kinds such as

shrimp, salmon, fish, lobsters cooked in many types of ways such

as steamed, fried, boiled and more. Popular dishes includes their

award winning Dixie style baby back ribs, traditional shrimp

cocktails, stuffed shrimps with crab meats, shrimp kebab and

more.

v. The businesses opened their first outlet in Malaysia at The Curve

Mutiara, Damansara in 2008.

vi. The business was founded by Viacom Consumer Products

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vii. Was founded because was inspired by the 1994 film Forrest

Gump. The Bubba Gump restaurant is named after the film's

characters Benjamin Buford "Bubba" Blue and Forrest Gump.

viii. Their recent development is that they are going to open their

100th outlet in Malaysia soon.

Manhattan Fish Market

i. The seafood restaurant interviewed in Klang Valley is the

‘Manhattan Fish Market’ strategically located in one of the

shopping mall in KL, Sunway Pyramid. The interviewee is the

restaurant supervisor, Muhammad Rohaidi.

ii. The business currently has twenty branches of Manhattan Fish

Market in Malaysia and 5 offices. Twelve of them are in KL.

iii. The product mainly sells fresh seafood in various kinds such as

calamari, mussels, fresh salmon, fish and chips, scallops, octopus

and many more cooked in many ways like fried, boiled, steamed

and more. Popular dishes include single garlic herb mussels,

grilled glory dory, and Manhattan flaming prawns.

iv. The business opened their first outlet in 2003, Sunway Pyramid

Shopping Mall.

v. The business was founded by Mr. George Ang.

vi. was founded because of the reputable Flutton Fish Market, which

was once located below the iconic Brooklyn Bridge

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Comparative Analysis of Competitive Traits

NUMBER OF COMPETITORS

1) In Penang, in the Seafood Restaurant market, there are at least 49

competitors, specifically in Georgetown; there are approximately 19

competitors in the market.

There is an astoundingly large number of seafood restaurants in

Klang Valley, counting to more than 180 firms. Specifically in

Petaling Jaya, there are at least 50 firms.

MARKET SHARE & TOP COMPETITORS

2) In Penang, Bali Hai’s market share is small & its top competitors in

the market would be Tan Sam Guan Seafood Restaurant, Pinang

Taste Seafood, and Ocean Green Restaurant.

In Klang Valley, Bubba Gumps’ & Manhattan Fish Market’s market

share is the same as the other outlets in Sunway Pyramid & their

top competitors would be Manhattan Fish Market/Fish & Co.

(respectively), Pantai Seafood Restaurant & Restaurant Fatty Crab.

BRIEF BIO OF TOP COMPETITORS

3) Bali Hai:

a) Tan Sam Guan is a seafood restaurant located in Batu Ferringhi

founded by locals Liang & Loon. The restaurant is famous for

their friendly service, atmosphere & their Malaysian Cuisine.

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They also serve food other than seafood such as sizzling chicken

& fried chicken with honey.

b) Pinang Taste Seafood is located at World Heritage Area

Carnarvon Street, Georgetown. Their motto "Local Taste with

Home Sauce Recipe" signifies that they cook their food such as

Nyonya Asam Fish in a local Malaysian way & that all their sauce

are made from traditional home recipe. They are also famous

locally for cheap dishes at an average of RM3.

c) The Ocean Green Seafood is a popular dining place located off

Jalan Sultan Ahmad Shah in the city center. The restaurant also

gives an open view of a popular beach area for couples. The

eatery offers famous seafood freshly caught which are cooked in

various ways such as the Steam Curry Fish, Sweet and Sour Crab

& Scallop Soup.

Bubba Gump/Manhattan Fish Market:

a) [Bubba Gump] The Manhattan Fish Market would be the largest

competitor; one of the major reasons is that it is also

strategically placed in Sunway Pyramid Megamall like Bubba

Gump. Another cause is how a globally successful company owns

the restaurant; hence, they would have a larger capital, larger

suppliers & different types of recipes such as Fiery Cherry

Snapper & Manhattan Flaming Prawns. Pricewise, customers

would ideally dine in this restaurant than Bubba Gump.

[Manhattan Fish Market] The Fish & Co. Outlet is also

strategically placed in a Megamall, The Paradigm Mall in Petaling

Jaya, where there would be many types of customers such as

students, workers or tourists. The restaurant is famous for it’s

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café atmosphere & cooks many different styles of Fish n’ Chips

ranging from a western New York style to a local Malaysian style.

The menu also constantly grows according to recurring

customers. Fish & Co. is also a global company hence they have

a large amount of investment for them to advertise & attract

more customers.

b) Pantai Seafood is situated around wooden houses & light

industrials; however, the interior has a spacious relaxing family

atmosphere. There are cascading tanks with a wide array of

seafood to choose from for a freshly cooked meal. Signature

Dishes include Pak Cheok Har (Poached Fresh Prawns) & Siong

Tong LaLa (Steamed Clams in Superior Soup).

c) Restoran Fatty Crab had been well established and known to

many people. A Hot spot for Malaysians including Malays as it

had been certified as a Halal restaurant. The business can

obviously be identified as a local business since it resembles a

typical local restaurant, with fans, outdoor tables, local cuisine &

stalls where they cook satay and Chicken wings. Other Dishes

include Sweet and Sour Sauce Crabs & Steamed Fish.

STRATEGIES TO COMPETE

4) Bali Hai:

- The management team would go around the area & eat food

from other restaurants not just in their market to spark ideas on

ways to cook their food.

- The manager also encourages employees to spend time with

their customers & receive negative/positive comments for the

management to reflect on.

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- The manager would also discuss with chefs & suppliers every 2

weeks to create a new seafood dish. After discussing, the

business would then promote their new product to their

customers.

- Other strategies include the marketing department running

programs to promote the restaurant such as partnering with

Tourism Malaysia, which sponsors the business through

brochures.

Bubba Gump:

- The restaurant has dancers perform Spanish dancing with the

music in the restaurant as a way to make the restaurant more

unique.

- As a restaurant self-labeled as a family restaurant, the

management allows kids under the age of 12 to eat their

products for free. This would attract more families, as they would

not want to spend a lot.

- New products are introduced annually in November/December.

- In the marketing department, Bubba Gump promotes themselves

by selling merchandise near their shop, also promoting retro

brands such as Guinness & Tiger.

Manhattan Fish Market

- The restaurant promotes new products, price decrease & combo

meals especially for events such as Chinese New Year or

Christmas.

- The price range is low compared to seafood restaurants in the

area. For example, the Fish n’ Chips would be RM21 while Bubba

Gump’s Fish n’ Chips is worth RM30-40.

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- The company encourages all employees to prioritize in their

friendly service & view it as an important component to compete

with others

DIFFICULTY & OBSTACLES WHEN ENTERING THE MARKET

5) To enter the seafood restaurant market according to both managers

is currently easy as long as there is enough money to start the

business, only a small capital would be needed, eg. Bali Hai only

needed RM600k from their capital. One of the few obstacles faced in

the market pointed out by Bali Hai manager, Steve Foong, is that

businesses need to partner with a supplier & to compete with

others; a supplier who can supply a large variety of seafood would

be needed, however, local fishermen can also provide their services

to local businesses, which would be cheaper. The chefs must also

have the knowledge to cook seafood & furthermore, to compete

against competitors, they need to be innovative on cooking new

products to attract customers.

TYPE OF MARKET & JUSTIFICATION

6) The seafood restaurant market for the restaurants in the region of

Penang & Petaling Jaya has Monopolistic Competition. In a market

with Monopolistic Competition, there are many firms, relatively easy

to enter, somewhat different products, some price difference &

advertisement is important to compete against competitors. Proofs

of such characteristics found in Penang & Petaling Jaya:

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i) In Penang, there are approximately at least 49 firms while

there are at least 50 firms in Petaling Jaya, this proves there

are many firms in the geographical market & that it is easy to

enter.

ii) The market also sells different types of dishes, in order to

compete against competitors, firms like Bali Hai think of a

new product to sell in a mere 2 weeks whereas the products

of seafood restaurant also varies by their supplier, Bali Hai

has approximately more than 25 different types of seafood in

different types of ways to cook them.

iii) There are also different price differences, local businesses

might hire local fishermen or fish for their supply, which,

compared to large businesses who hires suppliers providing

various types of seafood, would be much cheaper, hence,

their price would also be cheaper. Even global companies

such as Manhattan Fish Market have lower prices as a

strategy to attract customers.

iv) Lastly, large businesses such as Bubba Gump, Bali Hai &

Manhattan Fish Market can be seen in Question 4 (strategies

to compete) to have advertisement as a way to attract more

customers & not lose to their competitors.

7) COMPARITIVE ANALYSIS SYMMARY TABLE

Competitive Traits

Bali Hai Seafood Restaurant

(Penang-Based)

Bubba Gump (Klang Valley-

Based)

Manhattan Fish Market (Klang Valley-Based

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1. Number of Competitors

45-60 firms 180-200 firms 180-200 firms

2. Barrier to Entry

Strong, has low capital, needs to

gradually upgrade firm through

revenue

Weak, has high capital, located at Sunway Pyramid, where there are many people,

strong advertisements

Weak, has high capital, located at Sunway Pyramid, where there are many people,

strong advertisements

3. Differentiated or Standardized Products.

Differentiated, eg. Alaskan King Crab in Salted Egg Yolk, Cheese and Crab

Meat Whole Scallop

Standardized, very few differentiated

products

Differentiated, eg. Grilled Glory Dory, Small Flame (A variety of flamed prawns, dory fillet & side dishes)

4. Pricing Power

Price Maker - sells various types of seafood that are not locally found, such as Australian

Spider Crab & Geoduck.

Price Taker - few differentiated

products, some can be cooked at

home.

Price Maker - few types of sea animals, but many types of cooked ways such as grilled, flamed, wrapped, etc.

5. Other Characteristics

No close product substitutes around the area, mutual

dependence, inconstant advertising

Many Close product substitutes

found nearby, constant

advertising in & around firm

Not many close product substitutes, advertising

& promotion only during special events

6. Verdict Monopolistic Competition

Monopolistic Competition

Monopolistic Competition

CONCLUSION

8) Based on our analysis, Bali Hai would be the more commercially

successful business. One of the reasons is that there are too many

competitors in Klang Valley than Penang & because of this, their

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advertisements, while little, are effective. Other than

advertisements, the large number of competitors can cause a lot of

customers in Klang Valley to have different choices in where to eat

or might substitute restaurants such as Bubba Gump & Manhattan

Fish Market to other seafood restaurants, probably a cheaper one.

Another reason is that Bubba Gump doesn’t give too many unique

recipes for their products & takes a whole year on creating a new

product while Bali Hai only takes 2 weeks & have different types of

seafood not just sticking to prawns, shrimp & fish like Bubba Gump.

One of the reasons why Manhattan Fish Market isn’t as successful

as Bali Hai is how Bali Hai has many other types of sea animals to

cook, which shows that they have a bigger supplier compared to

Manhattan Fish Market. While they have fewer types of sea animals,

the restaurant make up for it in their cooking, however, Bali Hai also

cooks their seafood in various ways, hence why Bali Hai is

considered more commercially successful.

RecommendationBUBBA GUMP

- The products sold in the firm are too common & can even be cooked

at home or at least can be found in other restaurants in a cheaper

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price such as tempura shrimp or fish and chips. There are very few

differentiated products exclusively for the restaurant and also, the

dishes focus too much on shrimp & prawn there are only 4 types of

dishes for fish. Our recommendation is for the company to issue new

products monthly or every 2 weeks, instead of the current annual time.

- The price is a major reason why customers are driven away from the

firm, since there are many competitors who sell substitute products for

a cheaper price. For example, Bubba Gump’s Fish & chips are for

RM25.90, whereas in Manhattan Fish Market, their Fish & chips range

from RM12.50 to RM19. Aside from food, drinks are only too pricey

ranging from RM12 to RM25. Our recommendation is to sell products

almost equal to competitors where demand can be equal.

BALI HAI SEAFOOD RESTAURANT

-The restaurant is located just by the roadside, which makes it

unhygienic due to the carbon monoxide from vehicles which can affect

the customers eating the food. Besides that, the noise from the

motorcycles that pass through can also disturb the customers who are

having family dinners. Our recommendation is that they cover part of

the restaurant up to maintain the cleanliness and the ambience of the

restaurant.

-The limited parking spaces are also one of the major reasons why

customers are driven away from the restaurant. There isn’t much

parking lots based on what we see when we are there. The reason is

because it is by the roadside and there is moving traffic which makes

customers cannot park by the side. Our recommendation is to provide

parking spaces for the ‘Bali Hai Seafood Restaurant’ customers.

MANHATTAN FISH MARKET

- Based on unbiased customer reviews, most complaints point out

the bad services the outlet has displayed towards them, typically

from the waiters. One of the examples they gave was how a

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waitress gave wrong receipts twice, which, if unnoticed, would’ve

charged unnecessary amounts towards either parties. Other

complaints include asking cutlery repeatedly, slow response to

calls towards waiters & ill-mannered attitudes from staff. Other

than bad service, the communication skills from the staff are also

poor, as we ourselves have experienced. One of the waiters who

wait our tables can’t speak English while another waitress spoke

softly & that we cannot hear her. For a restaurant whose strategy

to compete is to prioritize service, they simply can’t do so if this

keeps up. Hence, we recommend for the recruitment staff of the

business to thoroughly consider the workers’ traits, personality &

attitude. They must hear out their communication skill & observe

their service towards customers during working hours.

- When we interviewed the business, finding a table for two was

too difficult when moving around. The seats for families & groups

were arranged properly, however the seats for a private 1-2

people seating were unorganized & compact, moreover the

paths in between the tables were zigzag shaped, which makes it

inconvenient for customers to move around. We recommend a

reorganization of the seating & since we’ve observed that a full

house is rare, some tables and chairs would be unnecessary,

thus can be removed for customer convenience purposes.

Appendices

BALI HAI:

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Interview notes

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Contact Details (Restaurant):

Address - 90, 90A, 90B, 90C & 90D, Persiaran Gurney

Georgetown

10250 Penang, Malaysia

Contact no. - 04-228 8272

Fax - 04-228 8273

Email - seafood@balihaiseafood.com

Website - http://balihaiseafood.com

Contact Details (Corporate Office):

Address - 23, Lorong Birch,

Georgetown

10250 Penang, Malaysia

Contact no. - 04-227 3667

Fax - 04-228 3667

Contact Details (Current Manager):

Contact no. - 016-520 3024

016-445 1001

Email - stevefoong@balihaiseafood.com

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Photos

Business Premises

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Main Entrance With Sign of Name & Logo

Overview of the Main AreaCascade Tanks With Various Types of Sea AnimalsCrabs, Lobsters & Clams placed on ice

Bali Style Huts with dry leaf roofing

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Traditional Decorations under ceiling

The Counter Table

Windows To Witness Behind the Scenes Actions by the chefs

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The Kitchen Utensils Used

The Kitchen

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The Refrigerators & Ovens

Chefs Working In The Kitchen

Products

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Deep Fried Crab

Curry Crab with Rice Noodles

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Steamed Grouper

Seafood Fried Rice

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Bali Hai Waiter serving Coconut

Crab Meat and Cheese in whole Scallop

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Bali Hai Facebook Page

Bali Hai Official Website Home Page

Official Websites & Pages

BUBBA GUMP:Interview Notes

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Contact Details (Restaurant):

Address - Oasis Boulevard, Sunway Pyramid Shopping

Mall, No. 3, Jalan PJS 11/15, Bandar Sunway,

56150 Petaling Jaya, Selangor, Malaysia

Contact no. - 03-5638 4559

03-5635 3559

Fax - 03-5637 6559

Email - bubbagumpsunway@gmail.com

Website - http://www.bubbagump.com/

Contact Details (Corporate Office) [Naza Corporation Sdn Bhd]:

Address - -115 Jalan Raja Muda AzizKampung Baru,

50300 Kuala Lumpur

-Lot 1, Jalan 51A/ 22146100

Petaling JayaSelangor, Malaysia

Contact no. - 03-26177999/888

03-79532888

Fax - 03-2681 8928

Website - www.naza.com.my

Contact Details (Manager):

Contact no. - 01-4633 4733

Email - pravin.devanalran@gmail.com

Photos

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Business Premises

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Main Entrance

Promotion outside Entrance to attract customers

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Seating (1)

Seating (2)

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Drink Bar

Bartenders with Beer Dispensers

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Seating (3)

Corner where stocks such as Plates & Cups are placed

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Seating (4) (Outdoor)

2-3 people seating

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Family seating

Promotions & Merchandise Outdoors Employee of the Month Wall

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Employees & Mascot

Merchandise Shop

Marketing & Promotions

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Merchandise Shop Counter

Bubba Gump T-shirts

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Bubba Gump Knick-Knacks

‘Kids Eat Free’ & ‘Free Refill’ Promotion Picture

RM50 Coupon

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“Kids Eat Free’ Promotion to Attract Families

Mother’s Day Promotion

Products

Onion RingsShrimper’s Heaven

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‘I’m Stuffed!’ Shrimp

Jambalaya

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Dumb Luck Coconut Shrimp

Shrimper’s Net Catch

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Buffalo Wings

Fried Shrimp

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Mud Pie

Potato Salad

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Menu

Cover Page Back Page

Specials Menu

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Chicken, Meat, Fish & Pasta Menu

Promotion Menu – Front Page Promotion Menu – Back Page

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Websites & Pages

Official Website – Sunway Outlet

Website – ‘About’ Page

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Official Facebook Page

Restaurant Information from Facebook Page

MANHATTAN:Interview notes

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Contact Details (Restaurant):Address - LL2.49-50 Sunway Pyramid, No.3 Jalan PJS

11/15,, 46150 Bandar Sunway, Selangor, Malaysia

Contact no. - +60 3-7491 3683

Fax - 04-228 8273

Email -mfm.sunwaypyramid@manhattanfishmarket.com

Website - www.manhattanfishmarket.com/malaysia

Contact Detais (Supervisor):Contact no. - 03-74913683Email - ag33582@gmail.com

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Photos

Business Premises

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Main Entrance With Sign of Name & Logo

Overview of the Main Area

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One of the service crew serving a dish

Products

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Flamming Platter for Quarter

Grilled Platter for Quarter

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Grilled Pacific Dory with NZ Mus

Chowder of the day - SeaFood

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Fire Plate dish

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Soup of The Day

Iced Peach Tea and Coke

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The Manhattan Fish Market Facebook Page

The Manhattan Fish Market Official Website Home Page

Official Websites & Pages

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In-text: (goPenang, 2013)

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Restaurant Fatty Crab@ Taman Megah,PJ

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