Research assignment report(Chicken Rice)

Group 9 members : Alfred Ti Cheng Jie: Zachary Ooi: Calvin Wong Kim Ming: Su Bang Zheng: Jack Chung: Adam Wong

ObjectiveThe goal of this presentation 1. To attempt to answer the chosen topic/question 2. To use appropriate methodology in obtaining primary and secondary information related to the chosen topic/question. 3. To understand the basics steps involved in preparing an academic research report and apply APA style citation accurately and effectively in the research report. 4. To present the findings of your research in a formal presentation. 5. To understand and apply suitable rhetorical strategies to a hypothetical target audience as specified to each.

Outcome1. Identify the key issues in the question and explain them clearly and logically. 2. Demonstrate the ability to prepare questionnaires and interviews to obtain information about the topic. 3. Demonstrate the ability to analyse and synthesize information and compile them in the report. 4. Communicate the relevant ideas and analysis in clear, logical and appropriate academic English. 5. Select and present information clearly and appropriately to one’s target audience

Brief Description of Kar Heong Chicken Rice

-Kar heong not only offers excellent chicken and shredded chicken known as ‘Kai See Hor Fun’ but also more than adequate pork balls, roast pork, bean sprouts and char siew.

-Ipoh style chicken rice and ‘Hor Fun’, as well as buxom pork balls with shards of dried cuttlefish that are a staple of ‘Nga Choy Gai’ outlets and are pleasingly reminiscent of the original.

-The ‘Kai See Hor Fun’ is the ultimate comfort food because the broth is nourishing and beguiles the taste buds in the way that only broth that has been cooked with patience and a potful of bones.

-Roasted chicken are more preferred by customers for a rather more finished taste, the steamed chicken is less popular here.

Competitors of Kar Heong Chicken Rice Shop

Wan Hou Seafood Steamboat Restaurant Restaurant Teow Chew Meng Yu Kee Bak Kut Teh

Strategies employed by Kar Heong

Brief Description of Wong Seng Chicken Rice

chicken rice vendor in Kedah located in Sungai Petani, Eupe

Hawker Centre.

has their own dependable clients picked up from throughout the years of business, found in the

year 1999

opens at 9 o'clock in the morning to 10 o'clock at night, and closes on Mondays. Wong Seng Chicken rice concentrates on 1 dish that is

chicken rice, this is to maximize profit

additionally approach the client for opinions which can keep up their

notoriety and their product.

Wong Seng Chicken Rice

Competitors for Wong Seng Chicken RiceCompetitors

• Eupe : Curry Mee• (亚祺 ) Kuay Teow Soup• Second Street : Jawa Mee

Why choose them as competitors?Eupe : Curry Mee

• Busiest hawker stall in the same area• Always focus on the freshness of fish

(亚祺 ) Kuay Teow Soup• A variety of great yet inexpensive hawker food• One of the best own made fish balls

Second Street : Jawa Mee• Sauce thick and rich in flavor• Little spoon of “sambal” will flavouring the taste much incredibly• Highlighted in the tv channel “Ho Chiak” before.

Strategy used by Wong Seng Chicken Rice

• Pricing• Service and Product difference• Quality of service

Competitor Analysis Summary Table

Summary Table of The Similarities Between Both Businesses

Summary Table of The Differences Between Both Businesses

Conclusion • Based on the comparative analysis, it has been concluded that Kar Heong Chicken Rice Shop in Jalan SS14,

47500 Subang Jaya, Selangor is more commercially successful as compared to Wong Seng Restaurant in Jalan PJS7, Subang Jaya, Selangor.

• First of all, the average number of customer for Kar Heong is greater than Wong Seng. They may not have only few branches but the quality of food makes customers dying to come back and even introduce their friend to try their food. Besides that, Kar Heong has 3 branches compared to Wong Seng Restaurant which has only 1 branch. Kar Heong’s reputation is much more higher compared to Wong Seng Restaurant’s.

• Secondly, Kar Heong’s reputation is much more higher compared to Wong Seng Restaurant’s. The reason why is because that Kar Heong Chicken Rice Shop has been operated much more longer compared to Wong Seng Restaurant and it’s location is more strategic enough to attract more customers. Even though it is few years longer, however they have more experiences and loyal customers too. They also have more varieties of food. This shows a strong advantages because it is able to attract more customers. The prices of both businesses are almost the same, which is not too costly and the customers are willing to pay for it.

• In conclusion, Kar Heong Chicken Rice Shop is more commercially successful than Wong Seng Restaurant due to the supporting reasons of all the above.

Obstacles Financial problems• Bad economy is faced by many new restaurant owners, it is a big obstacle for starting up a business because

of the start-up capital needed. To start a new restaurant or hawker store, they a need sum of funds to cover the expenses such as rentals, employee expanses, kitchen utilities and stock also new furniture. Furthermore, newly open businesses needs time to gain customers caused by their reputation and advertising. As the result, the return profit would take a few month or years to cover the expanses used to start up the business. In some cases, business are forced to close down because of the insufficient funds to cover the expenses.

Competition • Chicken rice lovers will stay loyal to their current favourite shop, they would switch shops if the newly

opened business is not as good or better than the favourites rather than going to a newly established business that is not well known. The barrier of entry of this business in the market is very high, there are many chicken rice shops that had already earned their title by selling their product at a low price and also a good quality dishes served. On the other hand, formerly established does not need to advertise to get customers. Unlike new businesses will promote their businesses by giving out promotions to attract new customers to try out their shop, by doing this they will also increase their expanses.

Management and staffs • Preparing chicken rice is not something that can be mastered by anyone over the night, it requires lots of

practise and supervision. So, the restaurant owners needs to manage the workers properly by picking the right and skilled employees. They cannot just simply hire new employees to replace the current employee since it takes a lot of effort to tutor the new comers. This will make an impact to the restaurant if the quality of food changes caused by the newly employed staffs. Managers must supervise the quality of food in detail to sustain the quality. Next, employees must also know certain language so that they can communicate with customers to avoid misunderstandings.

Nature of their market• Competes in a competitive market• Both businesses have a weak barrier of entry• Weak pricing power • Focus on food quality

Recommendation• Add varieties of choices• Upgrade their shop• Grow the business• Advertise