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Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical Location
Group Members: Pui Chun Shian ( 0323470 ) Brandon Liaw ( 0323467)
Loon Jing Wei (0322074) Dixon Kee ( 0323944 )
Cryslyn Tan ( 0324249 ) Ching Pei Woon ( 0323842 )
Lau Hui Ming ( 0323827 )
CONTENT• What is Hainanese Chicken Rice? • Brief Description of the Business -Singapore Chicken Rice -Prosperity Bowl Restaurant • Similarities & differences• Comparative• Recommendation• Conclusion • Reference
HISTORY OF CHICKEN RICE
What is it?The Hainanese chicken rice is a dish that
consists of succulent steamed white chicken that is cut into bite-size pieces and served on fragrant rice with some light soy sauce
Origin1. Adapted from
early Chinese immigrants from Hainan Island, off the
southern coast of China2. Locals call it Wenchang
chicken3. Evolved through the Hainanese immigrants in the region and gained from local
influences such as the Cantonese
Brief description of the both business
SINGAPORE CHICKEN RICE
Main headquarters:Lot 7488-7489, Ground Floor.
Block 16, Taman Timberland, 3rd Mile,93200, Kuching, Sarawak
About the founders:
1. 3 founders 2. Opened the first shop, at Jalan
Song Thian Cheok, in 19873. Started due to popular
demand of chicken rice
Dishes sold:
1. Chicken Rice2. Variety of noodle and rice
dishes3. Side dishes
1. One of the largest chicken rice industry in East-
Malaysia.2. Currently has 52 branches
inclusive of 12 franchises all around East- Malaysia.
Exterior
Chicken Rice
Interior
Side dishes
PROSPERITY BOWL RESTAURANT
About Mr.Khoo:
1. He is the founder.2. He has the passion for
cooking.3. He did not have much capital
to start the business until 2006.
4. Opened his one and only shop in 2006.
Location:No.19, Jalan SS2/30, 47300,
Petaling Jaya, Selangor
Dishes sold:
1. Chicken Rice2. ‘Kueh Tiaw’ soup
3. Pork ball soup4. Fried beansprouts
1. GST is not included2. Opens daily from 7am-9pm3. Peak hours are during lunch
and dinner
Exterior Interior
Chicken Rice Side dishe
SIMILARITIES AND DIFFERENCES BETWEEN BOTH SHOPS
Prosperity Bowl Restaurant Similarities Singapore Chicken Rice
Reasonable and affordable Prices Reasonable and affordable
Advertised using newspapers Advertising Media Advertised using newspapers
High Shop cleanliness High
Chicken Rice Main product Chicken Rice
Prosperity Bowl Restaurant
Differences Singapore Chicken Rice
One Number of founders Three
Selangor Location Kuching
1 Number of shops 52
The founder has a passion for cooking
What prompted them to start the business?
At that period of time, there was a
recession so starting a business
was more profitable than working as an
employer
5 workers Employees per shop 10 workers
Monday to Sunday
7.00am-9.00pm
Business Hour Monday to Sunday
10.00am-10.00pm
- Annual Revenue Approximately RM1.8 mil
More than 100 customers per day
Number of Customers More than 200 customers per day
Opening more branches around
Selangor
Future Plan They want to go international
No Halal Yes
Comparative between Singapore Chicken Rice and Prosperity Bowl
Restaurant
SINGAPORE CHICKEN RICE • Economy is in a recession, customer prefer to save cost. • Sugarban is their biggest competitor - Because they have the same equivalent standard of their operation- Specialized in selling fried chicken- Also sells side dishes- Is one of the famous fast food restaurant in Kuching.• To compete with their competitors - Lower down their operation cost, that is to reduce unnecessary manpower.- Training and improving their staff productivity to improve their service
and food quality.• Set their gross profit 50% and above.
• Provides more choices of dishes in Malaysia - Vietnamese, Indonesia and Thai food.- Can be found in one of their most recent development which is the
Singapore Food Street.• Nature of the market - Very oligopoly due to the food types sold. - There are a variety of foods with different kinds of styles such as oriental
and western.- The proximity of the locals to the shop plays an important role to regulate
their routine there as a lunch and dinner spot.
PROSPERITY BOWL RESTAURANT
• Kar Heong is the only competitor of Prosperity Bowl Restaurant.- Has 3 branches located in ss14, ss4 and Setia Alam- Sells mainly chicken rice, kueh tiaw soup and pork balls• Didn’t care about competitions- What matters to him is the quality of his food- Was already interested in the food industry so he is very passionate about
his cooking- Managed to create his own recipe by using organic chickens - Also stew his chicken soup for at least 2 hours a day before serving- By doing so, he can maintained or improve his food quality which his
business will then gain more loyal customers
• Would not advertise his business with any cost only if it’s free• In 2013, The Star Newspaper titled Prosperity Bowl Restaurant as the best
chicken rice in Klang Valley. - This was a free advertisment offered by the newspaper company• According to Mr.Khoo, his loyal customers would provide advertisement
for him if he maintain his quality of his food- As the saying goes, success is the result of perfection, hard work, learning
from failure, loyalty, and persistence • The only action that he would take to compete with his competitors is to
expand his business by opening the second branch- Most probably would open end of the year 2016- Would be operated by a family member of his• Nature of his market is actually perfect competition- Because its barrier to entry is weak - Has only one branch
PROSPERITY BOWL RESTAURANT NAME OF SHOP SINGAPORE CHICKEN RICE
Located at SS2. The rental expense in that any area in Selangor would actually reduce the revenue of the business, which then cause problems in earning more profit.
The parking space is also limited at that location. It is usually very packed with cars and it may cause jams and inconvenience for other especially during peak hours.
Obstacles faced by new businesses who wish to enter their markets today? Are they easy or difficult to overcome?
As stated by the interviewee, chicken rice is a common and famous food in East Malaysia. There are many other chicken rice business in Kuching which will increase the competition rates, which in turn reduces the profitability of the business.
Since the business has franchises, it is hard to keep the reputation of the business intact. To maintain the reputation, more expenses will be required to provide trainings and other services which will also reduce the amount of profit earned.
COMPARATIVE ANALYSIS SUMMARY TABLE
COMPETITIVE TRAITS PROSPERITY BOWL RESTAURANT
SINGAPORE CHICKEN RICE ( KUCHING)
1. Number of competitors 1 Less than 5 2.Barrier to Entry Weak barrier to
entry
Entering the market of foods and bevarages in Subang Jaya is easy due to a few factors
1. Subang Jaya is a busy city.
2. Chicken rice is a common food.
Storing barrier to entry
Entering the market of foods and beverages in Kuching is difficult
due to few factors: .
1. Kuching is a small city2. Many variety of foods.
COMPETITIVE TRAITS PROSPERITY BOWL RESTAURANT
SINGAPORE CHICKEN RICE ( KUCHING )
3. Other Characteristics Prosperity Bowl Restaurant focus on the originality of the chicken rice recipe. Also sells Kueh Tiaw Soup and other side dishes.
Singapore Chicken Rice has a variety of dishes with a fusion of both oriental and western style. For example, chicken rice, Cantonese ‘Kuew Tiaw’ , Sandwiches, Chicken chop rice and others.
4. Verdict Perfect Competition
Oligopoly
CONCLUSION
Based on our analysis, Singapore Chicken Rice is more successful.1. Has 52 branches compared to Prosperity Bowl Restaurant which has only
1 branch.2. Has expanded throughout East Malaysia while Prosperity Bowl
Restaurant has only one branch.3. It has franchising whereas Prosperity Bowl does not.4. SCR are pursuing to expand until it is internationally recognized while
Prosperity Bowl Restaurant recently only decides to open the second branch.
5. More customers since it has branches all around the East Malaysia.
RECOMMENDATIONSSINGAPORE CHICKEN RICE PROSPERITY BOWL RESTAURANT
1. Make sure food quality is at the most optimum state
2. Make sure the waiters are attentive
1. They should make more ventilation2. It should have the air conditioning
service for the customers to have their meal more comfortably.
3. The owner of Prosperity Bowl Restaurant should have the mind to expand his business.
4. Prosperity Bowl Restaurant should focus on more advertising strategies to promote his dishes.
REFERENCESProsperity Bowl Restaurant:-http://my.openrice.com/klangvalley/restaurant/restoran-prosperity-bowl-petaling-jaya-north/224983-http://constance-ant.com/2013/12/klang-valley-lunchy-restoran-prosperity-bowl-ss2/-http://www.thestar.com.my/news/community/2014/07/05/newbie-wins-best-chicken-rice-twoyearold-eatery-proves-to-be-fast-favourite-among-foodies/http://www.hungrygowhere.my/dining-guide/best-picks/12-best-chicken-rice-in-klang-valley-*aid-965b3101/
Singapore Chicken Rice-http://allrecipes.com/recipe/70667/singapore-chicken-rice/-http://abshost.com/scr/the-business.phphttps://en.wikipedia.org/wiki/SCR_(restaurant)http://en.yelp.my/biz/singapore-chicken-rice-kuching-3https://www.facebook.com/SCRCorporation