School of Architecture, Building and Design

Foundation in Natural and Built Environment (FNBE)

English II

Ms Cassandra

English II- Final Project- Research Assignment Report

FNBE August 2014

By: 7 Little

Group member :

Lee Ning 0320125

Ong Shi Hui 0320303

Lee Zi Ying 0320435

Chong Jia Yi 0320869

Lim Zia Hui 0321031

Loong Bo Lin 0321469

Hau Hui Yee 0320283

Table of Content

No. Title Page

1. Artistic Page Cover i

2. Taylor’s Assignment Page Cover ii

3. Table of Content iii

4. Key Summary of:

- Location- Assignment- Interview Questions- Methodology

5. Research Report

- Description of the history of the trade- Brief description of the business- Comparative Analysis

6. Recommendations

7. Bibliography

8. Appendices

9. References

KEY SUMMARY

Location

The trade of business that we are studying for this research report is pet shops. The two pet shops that we have interviewed are K9 Pets Shop in Georgetown, Penang and Petsmore. Sdn. Bhd. in Klang Valley, Selangor.

K9 Pets Shop which is located in a developing town is operating as a home-based business while Petsmore is a commercial business spreaded all over in a city, Klang Valley. The locations of the pet shops have made the biggest different between K9 Pets Shop and Petsmore which is the type of business they are operating.

Assignment

In this research report, we are to study two business in the same trade in Penang and Klang Valley.

The main objective that we are doing this research report is to analyze the combination of data and informations from different sources. For example, interviews, internet and printed media.

Finally, we have to make a conclusion to the comparison between the two business and recommendations to improve the business.

Methodology

Data Collection

a. Mass Media- Internet/ Online ResearchBy researching online, we have gained the basic informations about the pets shop. For examples, the products and accessories sell in the the pets shops, the operating hour and the services provided in the pets shops.

After comparing a few pet shops, we decided to have an interview session for the two pets shop that we have selected, K9 Pets Shop and Petsmore.

b. Interview sessionsBy conducting the interview sessions with the founders of K9 Pets Shop and Petsmore, more informations for the businesses were gained. In the interview sessions, tasks were given to all of the members. For examples, taking minutes, recording, taking videos and asking the interview questions.

Throughout the interview sessions, more informations about the historical background of two businesses, the businesses operating methods and the main products of the businesses were collected.

Analyse Data

By using the data collected from the online research and interview sessions, the similarities and differences between the two business were analyzed. The weakness of the businesses were found to be improved.

Data Presentation

After completing the report, the content report were summarized into a powerpoint presentation slide. This is because there is a final presentation for our report by the end of the submission date.

Why dogs were the first animal to be domesticated?

The dog genome (courtesy of a boxer named Tasha) was first decoded in 2005—and even before that researchers had been using genetic tools to track Fido's first home.Early research pointed toward East Asia as the locus of first taming after the discovery of high genetic diversity and other key markers in dog populations from various villages there.

Some investigators, however, have since pointed out that the genetic search sampled more East Asian village dogs, neglecting similar pups roaming other villages around the globe. That's where the Village Dog Genetic Diversity Project at Cornell University comes in. Starting with a recent genetic analysis of dogs in African villages, the Cornell group hopes ultimately to create a detailed DNA-based map of canine ancestry worldwide, which in turn should fetch a new understanding of the ancient humans who took them in.

One part of that new insight appeared earlier this month in the Proceedings of the National Academy of Sciences (PNAS), in a study that calls into question the assumption of dogs' East Asian origin. A team led by Adam Boyko, a researcher at Cornell's Carlos D. Bustamante Lab, sampled 318 village dogs in Africa (as well as hundreds of dogs from North America and Europe for comparison) and discovered that the high genetic diversity of canines there resembles that found in East Asia. "We found almost without exception they're descended from different ancestral populations," Boyko says of the village dogs sampled in Africa. That means they may have been there just as long as others had been in East Asia.

Researchers have also yet to figure out when people first began raising dogs. The going theory is that dogs were domesticated somewhere between 15,000 and 40,000 years ago. But, Boyko explains, genetic testing has not gone deep enough to come up with a more refined date.

To try to track down some more clues, field crews have fanned out around the globe this summer to test village dogs in Vietnam, New Guinea, Malaysia and other locations in Eurasia.

Of course, scrappy village dogs aren't often the focus of heartfelt conservation efforts, and some even face active elimination programs. But these pups also have challenges from newly arrived European-descent dogs, which threaten to make a splash in the regional gene pool. "It is unclear the degree to which older populations will be able to maintain their genetic identity and persist in the face of modernity," Boyko and his co-authors wrote in the PNAS paper. So time is of the essence in digging up a solid answer about doggie descent.

He adds that he and his colleagues also plan to "look for which regions of the genome went under selection earliest," and from that "we'll also learn what traits were selected for at that time." That knowledge, along with a little help from archaeologists, may be able to uncover sniff out just why the dog was so special and became most likely the first domesticated species.

DESCRIPTION OF PET TRADE

Pet shop is a retail business which sells different kind of pets to the public. Besides selling pets, pet shop also provides variety of pet supplies and pet accessories.

Due to this ever-changing era, new ideas have been implemented in this business to provide a better life for pets. This is how the customer services enter this market and the reason why we have the grooming services now. Besides the walked-in pet shop which required a shop lot, the pet shop business even developed in online business form to save the time for the customers.

Day by day, our country has network technology which affect by Western Countries. Pet businesses are starting online business because most customers prefer to online purchase. It is convenient and save time to a customer, no matter in day or night.

Basically, there are a few types of pet shops:

A. Standard Retailers for Pets

These kinds of shops can be found in almost every town with the large store chains.Most of the consumers love to purchasing at this kind of pet shop is because it created to supply just about anything that pet owner might need daily. Purchasing at this type of pet shop is very hassle-free.

B. Specific Pet Stores

The pet owner can probably find a specialized store that caters to the kind of pet they have.This kind of shop will provide a wide choices of item for specific type of pet, it is very convenient to the pet’s owner to find things they need.

Beside, it is more professional, because they may have much more knowledge about the subject when it comes to certain animals.

C. Online Pet Stores

The web based pet shop is now a really common choice for a number of various points, especially for young pet lovers.

This is because it provide a more convenience way to shop as the consumer does not need to travel anywhere to obtain what they need. They do not need to handle traffic, other animals, or any of the common annoyances of the typical local store.

Next, it helps the consumers to save their money. The consumer will spend less by purchasing via internet even with shipping. This is because, online pet shops don’t have overhead costs like big shops. There are actually standard pet shops as well as specialized shops on the internet.

BRIEF DESCRIPTION OF THE BUSINESSES

DESCRIPTION OF BUSINESS 1

LOCATION OF THE K9 PET SHOP

BASIC INFO

Location: 268 Macalister Road,

Georgetown, 10400 Penang,

Malaysia

Number of employee: 3 loading workers and the rest will be his relatives such as daughter and son-in-law

Number of branches: NO

DESCRIPTION OF THE K9 PET SHOP

K9 Pet Shop is a home-based business that initiated and operated by Mr. Tan Teik Poh in 1974. It is located in Georgetown, the well-known tourism area of Penang. He started his career as dog trainer by looking after other’s dogs when he was in secondary school. He played, walked or exercised their dogs on his bicycle. Moreover, he cleaned their dog’s kennels and bathed them.

Later, his friend suggested him go abroad to learn about training the dogs. At first, he was hesitated to go because of his father’s objection but the ticket was booked so he had no choice. He went to Montana, USA, worked in the top Doberman Kennels, the Marienburg Kennels in 1980. He became the assistant to Mr. Moe Miyagawa, showing Doberman in US Show circuit.

During that time, Mr. Tan studied in the Sun Valley Dog Training Academy and graduated as a Master Trainer. Later, he continued his training in Germany at Hundeschule Rasch by Mr. Fritz Rasch.

In 1982, at age of 24,he established K9 Training Centre in Penang. Then he cooperated with Dato’ Eddy Choong to start a professional kennel at Bukit Gambier, Penang which is K9 Paradise, They named their company as K9 that means canine which is the scientific name of dog.

In 1998, Mr. Tan decided to start K9 Pets, a one stop shop specialized for all dogs’ demands after gaining experience by years of involvement in kennel. He started his business with capital of 12-15 thousand ringgit which sponsor by Pro-plan Dog Food. K9 Pets at that time also was the importer of Pro Plan Dog Food.

Then in 2000, K9 Pets shop was relocated into a 3 storey shop-house in Macalister Road, Penang until now.

He then imports dog food which is Diamond brand from United State and repackaging in Malaysia. Also, K9 Pets is the first company to introduce the Pooch Mobile from Australia to Malaysia.

Mr. Tan also involved actively in dog shows. He was an obedience and All Breed Judge. He also served as a Director of Malaysian Kennel Association for 5 terms and was the secretary of MKA Penang branch for many years. Mr. Tan was also the President of Malaysian Kennel Association in 2004.

In 2005, Mr Tan’s son in law Mr Ivan Soon involved in expanding business of K9 Pet Shop and became as a partner of the business. He had converted Teik Poh Canine Pets Centre from a sole proprietor company to K9 Pets Sdn. Bhd.

K9 Pets Sdn. Bhd. is now managed by Ivan Soon. He was interested with dogs during his secondary school days when his father took him to Teik Poh Canine Pets Centre to buy his first imported Golden Retriever in 1993. While training his dogs he shown his natural touch, keen interest and great understanding with dogs. He was exposed to training with dogs and learned to running pet business. He was also learning the basic and hands-on experience at K9 Pet shop. He went to Australia, Germany, Czech Republic, Thailand and Indonesia to show, work, train and attends International Pet trade Fair.

The shop lot consists of 4 storeys(include rooftop). As it is a home-based business and most of his employees are his relatives, his shop and house are within a same building. The ground floor is the operating pet shop, first floor is his house, second floor is his private library and shop’s storeroom, and the fourth floor which is the rooftop is his dogs’ kennel.

According to Mr. Tan Teik Poh, he does not believe in competitors and branches. He does not compete with other while he would do something people do not want or couldn’t think to do, for instance he provides pooch mobile dog wash service which other pet shop didn’t provide. His business aim is to provide a good quality of services for his customer while not aiming for expanding his business.

His strategies to operate his business are introducing online services in purchasing dog food and deliver them by using Citylink service. It is very convenient and popular among his customers. Moreover, he does not advertising his business as he know that a good service and product will promote itself.

It is quite strange if a pet shop which only sell and provide product for a type of pet as many pet shops nowadays aim to become a one-stop pet centre to attract more customers. K9 is the pet shop which only provides dog’s food and accessories. Mr. Tan Teik Poh answered our doubt by telling us that he is not providing products and services for other pets because he does not want to downgrade his services. He said that he is only expert in training dogs so he would like to provide professional services for his customers. He also builds good relationships with his customers to understand what are their needs and recommendations.

PRODUCTS:

1) Dog foods

Diamond Natural brand Diamond brand Diamond- Nutra-gold

2) Dog accessories

Leather muzzle with steel bar Working leash

Dumbbell for IPO training Leather Collar

DESCRIPTION OF BUSINESS 2

PETS MORE SDN BHD

LOCATION OF PETSMORE PET SHOPS IN SELANGOR:

BASIC INFO:

Interview location: PETSMORE Sdn Bhd 2-G,

JALAN BULAN BQ U5/BQ SEKSYEN U5,

BANDAR PINGGIRAN SUBANG,

40150 SHAH ALAM,

SELANGOR

Number of branches: 20 in Klang Valley

Company size: 51-200 employees

DESCRIPTION OF PETSMORE PET SHOP

PetsMore.com is a new Pets Concept Store and capital investment by Mr Chin Kong Hanand Ms Lee Ah Peng husband and wife on March 2003 who has started managing pet shop since 1988. The Brand Founder was Sean Saw, Fionne Chin and Ys Chin who was also act as the key management teams to expand the brand into the retail-brand concept.

We had the opportunity to interview one of the Brand Founder, Mr Sean Saw who started to involve in pet industry when he was 16. He was still studying in secondary school at that time. He work in a pet shop which was opened by his cousin as part-time job during his holiday.

After he graduated from secondary school, he further study in electrical engineering. He get a good result but this field did not interested him much. Furthermore, he had to further his study to master if he wanted to be recognize as a professional electrical engineer. He decided to involve in pets industry starting with online business. Unlike today, online business was not a trend at that time. It was very brave and determined of him to decide to involve fully in this industry at that time.

The business was founded in 2002. After struggling for a year, he finally started the first outline. His wife’s parents supported him in opening his first shop in November, 2003. After that, he continue his passion in this industry until today. Now, Pets More has become a the largest pet retail-chain store in Malaysia. It was a great success for Mr Sean Saw. However, he would not stay proud and continue his hard work in aiming for the position of top pet shop in Malaysia.

Their Vision:

Archive 100 outlets by 2020

Clear direction for future development is needed in a good company. Vision will create work dynamic, wonders, excitement and organizational growth. Hence, Pets More set their vision to archive 100 outlets by 2020.

Their Mission: Bring L.I.F.E. to the world. Love

Ideology

Family

Education

A meaningful mission can act as a moral and corporate compass for future development. It helps in aligning corporate core values and goals. With this mission, employees’ career achievement become more meaningful while building them to be professionals in pet industry.

Their Values:

Conscience

Open-minded

Trust

Respect

Excellence

Shared values represent their corporate identity in this business. They emphasize on individual core values as well as corporate values. Pets More shared values aim to

develop a person with good character and right mindset.

Live pets:

Dog Cat

Fish Small animals

Products:

1)Foods

Dry food Wet food Snack and treat

2)Health and beauty products

Beauty and skincare product

Healthcare product Wellness product

3)Household products

Training aids products Cages Paper and cotton

4)Fashion

Artificial Furniture Clothes and apparels

The photos of the shops in Selangor:

Klang Valley

WangsaWalk

COMPARATIVE ANALYSIS

K-9 Petsmore

i. Competitors There are 3 pets shop that are only meters away from K-9

Petsmore had chain stores all over Klang Valley. Competitors are everywhere

ii. Brief Description of competitors

Huang Cheng Pets Shop Pet Lovers Centre

- Operating since 2011.- New in this industry.- Provide one-stop-center services.- Mainly on canine and feline only.

- Operating since 1973- Based in Singapore, chain store spreading over Malaysia and Thailand.- 17 chain stores in Malaysia- Professional vet-trained per consultant- Helpful and friendly staffs- Small sized pets are sold only.- Not quite famous in Malaysia as most of the services provided like dogs grooming, dog’s bakery are all available in Singapore only.

Chew Thean Yeang Aquatic & Pets

Pets Wonderland

- Operating since 1963.- Comfortable environment with 10’000 square feet multi-stories pet center that can accommodate 1000 visitors.- Good variety of tropical fish- Mainly focusing of aquarium pets.- Lack of knowledge about animals.- Staffs are not friendly.

- Operating since 2001- One-stop pet center- Provide vet consultation and grooming service- Pet boarding not available- Prices are slightly higher than usual- Staffs are friendly but are not aware of customers that are in need. Customers need to look up for the staffs at the cashier.

Alan’s Pets Shop The Pets Family

-Operating since 2003-Friendly service-have passion for pets-gives detailed and

- Operating since 2004- spacious environment- Affordable prices- Unprofessional pet grooming

professional advices-sells canine, feline and aquarium pets-exclusive accessories-Provide pet grooming

service- Good pet care advice- selling various types of pets including canine, feline, reptiles and aquatic pets.

iii. Strategies Pets Sold

Canine Canine, Feline, Aquatic Pets, Small Animals

Pricing

Affordable prices Affordable, doesn’t mark-up price from the price stated by supplier

Advertisement

Not much advertisement and mostly is from face-to-face advertise

Currently focusing more on internet advertising, since most people read news from internet

Selling Point

Online Shopping One Stop Center for petsOnline Shopping

Quality of service

-Since it is a home-based pet shop, they are extremely friendly- Expertise in Canine Training- The owner could remember his customers due to frequent chatting.

- Friendly- Professional- Responsible (Pet boarding)- Efficient

Variety of Product

-Focus on Canine Products and Accessories

- Selling different species of pet’s product and accessories -Main focus on Canine Products.

iv. Obstacles faced in starting new business

Mr.Tan came from an average family. The main obstacles faced is to find venture capitals to start his own business.

Mr.Sean Saw first started out his pets business as an online business. The main obstacles faced is online is still not a trend as it is today, only a few

people will do online business. Even worst in pets industry.

v. Ways and mind sets to keep the business going

Passion for Pets

Provide pets a better lifestyle they deserve, like what humans are having now

Help ease owner to get appropriate food, care and consult for their pets

vi. Summary of Similarities and Difference between 2 business

K-9 Similarities Petsmore

Pets Food Main Products sold

Pets Food

Provide Pets a Better Living Standard

Mission Bring L.I.F.E to the World

Passion to Dogs Key Founder interest

Passion to Dogs

K-9 Difference Petsmore

1974 Year Founded 2002

Tan Teik Poh Key Founder Sean Saw

Professional Trainer Status of Key Founder

General Manager

Home-based Type of Business Commercial

Penang Location Klang Valley

0 Number of Branches

20

1 Number of Warehouse

6

4 Number of Employees

180

Family Relationship Between

Employees

Employee

Pet Food Major profit Service

Mobile Car Pooch Service Walk-in Grooming ServicePets Boarding

10.30 am – 7.00 pm Business hour 10.00 am – 10.00 pm

Shortsighted Future Plan Hundred chain of franchises

Diamonds Brand of Food Wider variety type of imported and locals food

products

Canine only Types of Pets Sold

Canine, Feline, Aquatic pets, and small animals

Pre-order Way to Sell Pets In Stock

Sells dog food Strategy to Function

One stop center

Pre-order Way to Sell Pets In Stock

No Membership Yes5% discount for members on

all products and member’s day to give major discount

Customer is not always right Customer Right Customers always right

Not much advertisement and mostly is from face-to-face

advertise

Advertisement Advertise through Mass Media

RECOMMENDATION

K9 PETS Sdn.Bhd.

Current Situation Recommendation

Sell only one product for dog food May import more different brands of dog food to provide a variety of choice for the customer.

No branches and poor location The location of this shop is hard to find. K9 may relocate the shop to a better location like a shop lot but not a home-base shop. They may also maintain the old shop with other easy access branches.

Provide specialized services for dogs only

They could expand their specialize to many type of pets such as, cat, tortoise, hamster, rabbit

Consultant of dogs They may cooperation in veterinary and provide a health-care services for dogs

No advertisement K9 may make advertisement for themselves through the mass media like internet and flyers to connect more people to their shop

Fix price for all customer May provide a privilege or member card for the customer so that they can be benefit if they continue to shop with K9.

PETSMORE.COM

Current Situation Recommendation

20 branches in Klang Valley May explore their business to outstation in Malaysia or further to overseas

Consultant of dogs They may cooperation in veterinary and provide a health-care services for dogs

Only provide walk-in grooming services May provide a mobile service for customers those who have no time to sent their pets to the shops

Selling pets May associate with the pets adoption centre and advise the customer to adopt a pet instead of buying

Provide training for workers May provide all training courses for all workers to make sure that they have well knowledge about pets in order to provide a professional service for the customers

Privilege Member Card May have some interaction with the members like organize some campaigns to educate the customers and not only discount for products.

APPENDICES

K9 Pets Shop

Pets More

Minutes of Meeting

REFERENCE

1) K-9 Pets Sdn. Bhd. (n.d.). Retrieved June 1, 2015, from http://www.k9pets.com.my/

2) Malaysia Largest Online Pet Shop With Best Price | PetsMore.com. (n.d.). Retrieved June 2, 2015, from http://www.petsmore.com/

3) Marketing Executive. (n.d.). Retrieved June 2, 2015, from http://jobs.jobstreet.com/my/jobs/2615383?fr=21