Wong Voon Yin (0315151) Chia Wee Min (0315186) Yap Wei Tyng (0314058) Edwin Ho Khai Vun (0314846)

History of Trade- Traditional Chinese Medicine

• Has a long history of more than 2000 years. • Including: herbal medicine, massage (Tui Na),

exercise (Qi Gong) and dietary theraphy.• The Han dynasty (206B.C- A.D 220) this period

there lived famous doctor [Zhang Zhongjing, Hua Tuo]

• Traditional Chinese Medicine appear is where people started to discover the use of herbs as drugs.

• Also exist at East and South Asian countries (Japan, Korea)

• The knowledge of Chinese medicine are wide (body place little emphasis on anatomical structures, acupuncture, yin and yang)

Keen Hing Entreprise

• Began in year 1966.• Founder: Owner’s father Mr. Low Hing, Tang

Shan, China.• Current location at Petaling Street. • Main product: Chinese herbal tea, ginseng,

Luo Han Guo and also Chinese ointment.• Others product: Chinese sausage, seafood (sea

cucumber, dried scallop, oyster)

• Estimated customer per day: 100- 200 person• Does not has a thought of expand his shop• Keen Heng Enterprise only selling traditional

herbs.• They do not help customers to do therapies or

diagnosis

Kien Fatt Enterprise

• Began in year 1942.• Founder :Ng Chee Yat’s father ( China ).• Current location : Petaling Street.

• The Owner : Ng Chee Yat• He provided doctoring service for attract more

customers• 100-200 Customers

Eu Yang Sang

• Began in year 1873.• Founder : Eu Yan Kong ( Guang Dong ,China)• First Shop “Yan Sang” Location : Gopeng ,

Perak (1879)

• Current location : SS15, Subang Jaya• “Yan Sang” means caring for mankind• Eu Tong, son of Eu Kong, inherited into Eu Yan

Sang• Business expanded to Hong Kong and China

• Main Products: Chinese herbs• Offer more than 300 products and 1000 types

of Chinese herbs.• Releases New Products every 3 months• Branches : 90 ( in Malaysia ) , about 290

(worldwide)

Location of Keen Hing Enterprise

Some where around here

Location of Keen Hing Enterprise

• Keen Hing Enterprise is located at Petaling street. • Its location is near the entrance of the street and

it is quite strategic place to run a business. • Keen Hing Enterprise had moved once before

finally settled down at current location. • Keen Hing Enterprise’s previous location was also

at Petaling street but it is few streets away from current location.

Location of Kien Fatt Enterprise

• Kien Fatt Enterprise is also located at Petaling street, but its location is at the middle of the Petalling street near the intersection of the two main streets.

• Kien Fatt Enterprise’s location can be more strategic than Keen Hing Enterprise because the crowd are all gathered at the intersection point of Petaling street.

• Unlike Keen Hing Enterprise, Kien Fatt Enterprise never moved its location. For the past 72 years, it had been there till now.

Location of Eu Yan Sang

• Eu Yan Sang is located at SS15, Subang Jaya facing the main road.

• It is not so strategic although it is facing the main road. First, beside of this shop is now currently doing some construction and the shop is too small to be seen.

Numbers of Competitors at Keen Hing Enterprise

• Previously 3 competitors but now only 1 competitor.

• Keen Hing Enterprise’s current competitor is located at a walking distance from Keen Hing which is Kien Fatt Enterprise which characteristic of business is slightly different from Keen Hing Enterprise.

Numbers of Competitors at Kien Fatt Enterprise

• Same as Keen Hing Enterprise Kien Fatt Enterprise only have 1 competitor which is Keen Hing Enterprise.

• The owner does not care much about the competitor and just focusing on his business

Numbers of Competitors at Eu Yan Sang

• Unlike Keen Hing and Kien Fatt Enterprise, Eu Yan Sang shop which is located in SS15 has 2 competitors and both of the competitors are located near Eu Yan Sang.

Customers at Keen Hing Enterprise

• Estimated Customer per day:• 100 to 200

• Targeted market:• Old customers and new customers

that introduced by old customers

Customers at Kien Fatt Enterprise

• Estimated Customer per day:• Around 100 to 200

• Targeted market:• Old customers and new customers

that introduced by old customers

Customers at Eu Yan Sang

• Estimated Customer per day:• 10 to 20

• Targeted market:• Divided into 3 groups:• -Age 22 to 30• -Age 35 to 45• -Age 60 and above

Recommendation

Keen Hing Enterprise• Do more advertising to promote their product• More rely on social web such as Facebook or

Tweeter• Maintain their products’ quality so that it

gain more customers’ trust

Kien Fatt Pharmacy• Widen the range of products so sales will

increase• Make different business• Differentiate the products from rivals such as

packaging or labeling• Add on some customer care service or health

care service to surpass rivals

Eu Yan Sang Enterprise• Expand the shop size so that it will be more

visible for customers• Maintain good customer services• Employees must leave a smile to customers to

increase shop’s reputation

ReferencesYishan Wu. Science Popularization of TCM. (2004). Traditional Chinese Medicine Could Make "Health for One" True. China: TCM.Eu Yan Sang - About Us. (2014). Retrieved from http://www.euyansang.com/index.php/eu-yan-sang Eu Yan Sang : Caring For Mankind. (2014). Retrieved from http://www.euyansang.com.my/About/frmAbout.aspx... Eu Yan Sang :Superior TCM Products. (2014). Retrieved from http://www.euyansang.com.my/About/frmAbout.aspx...Eu Yan Sang. (n.d.). Eu Yan Sang. Retrieved February 6, 2014, from http://www.euyansang.com/index.php/eu-yan-sang/historyPersonal interview in person

Structure: Lou Hing. (2014, February 3). Personal interviewPersonal interview in person

Structure: Ng Chee Yat. (2014, January 16). Personal interviewPersona interview in person

Structure: Lee Chee Tail. (2014, January 16). Personal interviewBusiness Case Studies LLP. (n.d.). The Times 100 Business Case Studies. Retrieved February 6, 2013, from Strategy Theory:

http://businesscasestudies.co.uk/business-theory/strategy/business-strategy.html#axzz2sl7E9TZSFang, J. (2012, March 12). Singapore General Hospital, SingHealth. Retrieved February 6, 2014, from Newsroom:

http://www.sgh.com.sg/about-us/newsroom/NewsArticles-Reports/Pages/moreresearchinTCM.aspxHall & Madden Business Story - Business Insider. (2013, January 11). Retrieved January 11, 2014, from

http://www.businessinsider.com/hall-and-madden-business-story-2013-1 Six Strategies to Compete In Business | Shep Hyken. (2011). Retrieved January 11, 2014, from

http://www.hyken.com/marketing/six-strategies-to-compete-in-business/ Small Is Beautiful - How to Compete with Bigger Competitors. (2011). Retrieved January 11, 2014, from

http://www.is4profit.com/business-advice/business-strategy/small-is-beautiful-how-to-compete-with-bigger-competitors.html

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