Comparative Analysis of 2 Businesses of Similar industry in Differe

nt Geographical Locations

ENGLISH 2 (ELG 30605)

LECTURER: CASSANDRA WIJESURIA

Group Members

• Seow Koji Takehira

• Fong Kah Yan

• Muhammad Nazmi Bin Kamarulzaman

• Sirajeddin A Suliman Saleh

• Quah Keng Yew

• Mohamed Haroon Faleel

Content

• What is Hainan?

• Biography of Business

• Comparitive Analysis

• Recommendations

• Conclusion of Analysis

What is Hainan?

Hainanese community

5th largest Chinese subgroup

Kheng Chew Nang - “People of Kheng Chew“

Late Emigration

late opening of Hainan Island to foreign trade

seafaring activities

conservativeness of the average Hainanese towards emigrating

The History of Hainan

Find employment in less lucrative trades

lacked business contacts

difficulty in communicating

lacked the relevant skills for any trade or profession

carving a niche for themselves in the service sector

involved in the kopitiam or "coffee shop" business as stall holders or assistants

credited with introducing the “kopitiam” culture

Trades

Reunion Dinner Steamed Chicken /Mutton Soup ~ “Fortune“

Chives Fried with Glass Noodles ~

“Prosperity for a long time"

Dried Cuttlefish ~ “Excess“

Combine the 3 dishes :

“Excess of Prosperity Over a Long Period of Time“

Hainanese chicken rice balls ~ Reunion of Family Members

Practices

The food is lighter, less oily, and more mildly seasoned

The 4 Characteristics of Hainanese Cuisine :

1st Fresh;

2nd Natural;

3rd Unusual;

4th Abundant

Hainanese adapted and combined them into a dish that boasts 4 flavours – Sour, Sweet, Bitter and Spicy

Hainanese Cuisine

Wenchang Chicken

The 4 most famous dishesof Hainanese Cuisine

Jiaji Duck

Hele Crab

Dongshan Mutton

Biographyof

Business

Hainanese Delight

Penang

HAINANESE DELIGHTS RESTAURANT

• Hainanese delights is located in 1926, heritage hotel, Jalan Burma, Georgetown, PENANG.

• Managed by MR. CHARLES WONG, 60 years old. And his previous job was working as a district sales manager of the Cathay Pacific Airways.

• the restaurant was managed by a different owner under a different name.

• He take over this business in 2009 and he invest MYR 200.000, for this restaurant. therefore it does not have any branches at the current moment.

• It is quite a small business that it has 15 employees.

HAINANESE DELIGHTS RESTAURANT

• Re-establish the restaurant under a new name

• Inspiration :Hainanese Cuisine Tradition.

• Many of the food follow recipes taken from his father.

HAINANESE DELIGHTS RESTAURANT

The restaurant has receive favorable reviews and an excellent ratings of 4 stars on https://www.tripadvisor.com.my/ .

•Advertising Method: using their own website, Facebook–This website looks very promising due to its minimalistic design and amount of detail and images provided.

Yut Kee Restaurant

Kuala Lumpur

Yut Kee,KL•Yut Kee is a Hainanese Kopitiam.

•It business started since 1928.

•It located in Jalan Dang Wangi.

•1, Jalan Kamunting, Chow Kit, 50300 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia

•Contact no: +60 3-2698 8108

•Closed on every Monday.

Owner Profile-Mervyn Lee

•Grandson of Yut Kee.•Current Manager of the shop.•Responsibility:

To retain the shop’s sepia-tinged

old-world charm in the new and

renovated location.

Jack Lee

•Mervyn’s father. Ex-boss of the shop.

•Although they have 13 workers, he still staying in the shop and trying to help out during the peak time.( Lunch time & Weekend).

Inspiration Of Yut Kee

•Jack said that he just continue the business that his father started in 1928.

•Doesn’t know the exact reason what inspiration did the father has.

Signature Food

•Chicken Chop is the signature food of Yut Kee.• It slapped out with loads of brown sauce and fried potatoes.•Other than that, they also sell Hailam mee & marble cake.

Customers•Jack Lee told us that 90% of his customers are regular customers. •Customers range can be from infant to old folks. •The majority of customers are well-educated and there are small parts are without education.

Food Award•During 2010, Yut Kee was shortlisted Best Hawker/Mamak.

•During 2011 & 2012, Yut Kee was shortlisted Best Chinese restaurant & Best Malaysian Restaurant.

•In 2013, Yut Kee was shortlisted Best Cheap Eats in the Time Out KL Food Awards.

COMPARATIVE ANALYSISHainanese Cuisine

Hainanese Delight vs Yut Kee Restaurant

SIMILARITIES

• Origin: Hainanese

• Business: Family-owned

• # of Competitors: 20+

• Location: Strategic locations in the heart of a city

• Sole branch.

• Target Audience: Office workers, families

DIFFERENCESHAINANESE DELIGHTS YUT KEE RESTAURANT

Established in 1960, 55 years old.Taken over by his Grandson in 2009.

Yut Kee restaurant is very old, Yut Kee was opened in 1928, over 80 years and 3 generations of owners

Penang, Northern Malaysia Kuala Lumpur

Hainanese Delights competitors prices their food at different price ranges

Yut Kee competitors prices their food at similar price ranges.

Hainanese Delights is open from 7am to 10pm

Yut Kee restaurant is open from 7:30 am to 4:30 pm, Monday is a day off for Yut Kee restaurant.

Hainanese Delights has 15 employees Yut Kee Restaurant has 13 employees

In terms of advertising their businesses, Hainanese Delights does a lot of online advertising through webpages and internet promotions.

While Yut Kee restaurant is advertised and recommended by many food magazine companies and tourist companies like Lonely Planet, they are well known.

DIFFERENCES

HAINANESE DELIGHTS YUT KEE RESTAURANT

Hainanese Delights does more selective catering.

Yut Kee gets many tourist visitors.

Hainanese in Penang gets customers of mostly lunch crowds and office crowds

The owner of Yut Kee says 90% of his customers are regular loyal customers of 5 generations

RECOMMENDATION

Hainanese Delights

LIMITED PARKING SPACE

• Located at a hotel – many parking is reserved for hotel guests

• Georgetown roadside – extremely crowded at certain day

Hainanese Delights

ACQUIRE HALAL CERTIFICATE

• Does not use pork ingredients• Use halal ingredients for all of its dishes• Less doubtful feeling - Attract Muslim

customers

YUT KEE RESTAURANT

LESS EXPENSIVE PARKING SPACE

• Parking space located behind the restaurant• Extremely difficult to find free parking on the

roadside.• Costs RM3 for half-hour and RM5 in certain

day.• Make a dedicated parking space or

negotiate for lower price.

Disclaimer: Parking lot not owned to Yut Kee

Pricing listed at the parking booth

The parking lot – poor condition

YUT KEE RESTAURANT

BETTER APPEARANCE OF THE MENU

• Menu gives the first impression of the restaurant

• Give bad/ negative impression on the restaurant for new customers

• Bland list without description and images• Create better design and keep the quality

good

YUT KEE RESTAURANT

CLOSE TOO EARLY (4:30pm)

• Reason: Not enough man-power and wanted to rest

• Miss a lot of potential customers• Office workers who finished their work

around 5 cannot stop by to eat and relax.• Employ more people to work until night.• Able to serve dinner to customers = more

profit

YUT KEE RESTAURANT

LACK OF SOCIAL MEDIA ADVERTISEMENT

• Relies on third-party magazine and press for advertisement

• 90% of customers are regular customers• Make a website and Facebook page to

advertise more to younger generation• Able to do promotions and hold special events

easier

Competitors

Competitors within 100 meter Radius

• Hainanese Delights has around 20 competitors– varying price ranges

– customer budgets

• The location is a very dense area with many restaurants

• Hainanese Delight have a bit of an advantage -Their Hainanese Cuisine are Unique

HAINANESE DELIGHTS

• Yut Kee is also located in a very dense area with many restaurants. – similar price ranges

– wider choice for where to eat.

• -These competitors may affect Yut Kee Restaurant (might have to lower prices)

YUT KEE RESTAURANT

Conclusion

Conclusion of Analysis

• Yut Kee Restaurant is more successful

• Established more earlier compared to Hainanese Delight– More Experience– More Sustainable

• Both are placed in a strategic location

• Yut Kee Restaurant is more well-known– Local– Tourist

• 90% Loyal Customer

• Constancy on its profit

• Constancy on its customer

• Efficiency Carrying out Business

To have a Good Hainanese Cafe Business

1. Unique

2. Accessibility

3. Affordability

4. Diversity

REFERENCES

1.Wong, C. (2015, November 2). Personal interview.

2. Wong, C. (2015, November 20). Email interview.

3. Lee, M. (2015, November 5). Personal interview.

4. Lee, J. (2015, April 20). Personal interview.

Ragavan, S. (2013, April 1). Discover the roots of Hainanese cuisine at 1930s coffee shop Yut Kee. 101 Things to Do in KL, TimeOut Kuala Lumpur, Volume(Issue 61).

Yut Kee Restaurant Former Shop [Photograph]. (2014). Retrieved from http://m.says.com/my/lifestyle/photos-12-best-things-about-86-year-old-yut-kee

Hainanese Chicken Rice [Photograph]. (2009). Retrieved from http://www.hainanesedelights.com/gallery/#!prettyPhoto

REFERENCES Yut Kee, Kuala Lumpur - Restaurant Reviews, Phone Number & Photos - TripAdvisor. (n.d.). Retrieved November 19, 2015, from https://www.tripadvisor.com.my/Restaurant_Review-g298570-d1084478-Reviews-Yut_Kee-Kuala_Lumpur_Wilayah_Persekutuan.html

Wong, C. (n.d.). About the Restaurant | Hainanese Delights. Retrieved November 20, 2015, from http://www.hainanesedelights.com/about/

Hainanese Delights, George Town - Restaurant Reviews & Photos - TripAdvisor. (n.d.). Retrieved November 20, 2015, from https://www.tripadvisor.com.my/Restaurant_Review-g298303-d2457620-Reviews-Hainanese_Delights-George_Town_Penang_Island_Penang.html

Hainanese community. (n.d.). Retrieved November 24, 2015, from http://eresources.nlb.gov.sg/infopedia/articles/SIP_1492_2009-03-25.html