School of Architecture, Building & Design

Foundation in Natural and Built Environment

Report Title : Comparison of Cendol in SS15 and Penang Road Module : English II ( ELG 30605) Lecturer : Mr. Gopi Submission Date : 15th January 2016 Group Members :

Name ID Presentation/ Research Report Roles

Crystal Chia Fye Jzng 0323964 Brief Description of the Business

Teo Chiang Loong 0323762 Comparative Analysis

Chin Ke Ni 0324021 Video Editing ,Appendices,Suggest List Of Interview Questions

Ngu Xian Le 0323898 Presentation Slides

Issac Chew 322030 Printing

Ng Yeen Mun 0323804 Key of summary,Attachments, Bibliography,Appendices,Suggest List Of Interview Questions, , References

Renee Teoh Yen Qin 0322438 Recommendations, Conclusion, Cover Design, Report Editing

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Table of Contents

No. Title Page

1 Cover Page 3

2 Key Summary 4

3 Brief Description of the Business 5-8

4 Comparative Analysis of the Businesses’ Competitive Traits

9-11

5 Similarities and Differences Summary Table 12-13

6 Bibliography 14

7 Appendices 15-21

8 References 22

9 Attachements 23

10 Suggest List Of Interviews Questions 24

11 Recommendation 25-28

12 Conclusion 29

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Key Summary

This report is a comparative analysis based on two Cendol Ice business of two different geographical locations. The businesses that we had chosen to study have been running for at least 30-35 years. The first business which is the Cendol Vendor (Best Cendol Ice) in SS15, located in SS15,Subang Jaya Selangor while the second business which is TEOCHEW Cendol Ice(Best In Penang) , located in Penang Road, GeorgeTown of Penang. Although from the interviewed and surveyed that we had done, we have noticed that both of this business are really well known in Malaysia. But still, the business of Cendol Ice in George Town, Penang is successful than business of Cendol Ice in SS15, Selangor due to they also have 20 franchises in different cities of Malaysia.

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Brief Description of The Business

Cendol SS15, Subang Jaya

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The name of the stall is Cendol Vendor. It is a famous stall located along the road named Jalan SS15 . This famous Cendol stall is just few stalls away from the famous Rojak stall at SS15, Subang Jaya too. Just like the famous Rojak stall, they used to operate from their truck before moving to this permanent stall few years ago. The stall is founded by Mr Hamid , His motive for starting the business was as simple as passion. He don’t have other branches because this is the only one stall. The main products is the Cendol. Since it a simple and small stall , his estimated number of customers are uncertain, however there are more customers during the holiday more than the normal day. He only have 2 workers which are foreigners and his son Mr Azim is helping him in the stall.

The business has started almost 34 years. Back then , Mr Hamid

don’t have a proper stall , he used to sell in bicycle , then change it to motorcycle now is truck . Currently , they are facing the problem of the GST which have to increase the prices. He also claimed that this is the most

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famous Cendol and only Cendol stall in SS15 , so they have no any competitors around that place . Sometimes , the climate will also effect his business , if it’s a rainy days, less customers will come and visit their stall . What motive them starting this cendol business is to promote more customers. There are several foods there such as Rojak , fresh coconut drinks . They do provide tables or chairs, so you have to stand to enjoy this dessert or pack it and enjoy your Cendol at home.

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Teo Chew Cendol, Penang

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The name of this famous cendol stall in Penang is Teo Chew Cendol which located at Lebuh Keng Kwee. The one who is making the cendol in the picture above is the boss of this stall , Mr Jim. Before , he used to sell his cendol beside the road but the government think it is too dangerous because there are a lot of vehicles passing by so they shifted to this place to continue running his business. Mr Jim has stated that this is the first stall here in Penang because they have 20 franchises in different states. There are 6 outlets in Penang and others 14 outlets are located in other states . He has 20 workers under him helping him to run his cendol stall .The main product he is selling is Cendol only , no other products. From the other outlets, it sells 3 different flavours of cendol which are the Original flavour , Durian flavour and the white coffee flavour . Mr Jim claimed that he cannot estimated the numbers of customers because there are too many , he said maybe around 500 to 600 persons per day.

The business first started around year 1930. Mr Jim’s grandfather is the founder of this cendol business and he is the one who continue the

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business. For the past 35 years, tourists visting Penang increased and these 6 years they have become popular and also a big step of achievements in their business. Since it is the famous cendol stall in Penang, he also face a lot of competitors. Mr Jim doesn’t look in bad way because this is his way to improve his business by communicating more with the customers while they are buying cendol from us to make them have a nice day.

Currently, Mr Jim has stated that they are planning of franchising their business. They want to focus and start up some of our new outlets in Singapore.

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Comparative Analysis of the Businesses’ Competitive Traits

TeoChew Penang Road Cendol and SS15 Best cendol are both famous and great cendol vendor around their own town. Both cendol vendor are equally well-know and delicious which makes them the representative cendol vendor of their own local spot. Original location of TeoChew Penang Road cendol were actually located at Penang Road before moving in into Jalan Keng Kwee Alley ; SS15 Best Cendol stayed at its own location is in SS15, Subang Jaya since the starting of its operation until now. Currently there Jim (owner) and his 20 foreign workers are working at the TeoChew Penang Road Cendol stall ; but for the SS15 Best Cendol there is only 2 owner and their both local workers working for it at present.

Jim is current owner of the TeoChew Penang Road Cendol business which he inherited from his grandfather that lasted 3 generation consecutively ; Mr.Hamid is the founder and also the the owner of SS15 Best Cendol which he is also currently getting assist by his son Mr.Azim that soon to inherit his business in the future. There is total 20 outlet under Jim’s management which 6 branches located in the Penang State itself and 14 branches outside of it ; but there is one and only outlet of SS15 Best Cendol throughout the entire of Malaysia.

Beside original flavor of cendol, Durian and White Coffee flavor are also available at Jim’s stall ; but for Mr Hamid stall there is one and only original flavor of cendol currently on selling. Apart from the main product - cendol, side dishes such as ABC, Red Bean, Grass Jelly Ice and Asam Laksa also available at TeoChew Penang Road Cendol stall ; SS15 Best

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Cendol do sell coconut drink, rojak and ,kacang puteh beside cendol too. Side dishes of both cendol vendal are equally famous and well-selling, some customers do come for the side dishes instead of looking out for the main product cendol. Asam Laksa are the representative side dishes for TeoChew Penang Road Cendol because it’s is tasty and well-cooked that attract loads of customer attention ; SS15 having the most unique rojak because its sauce are red in colour that makes it different from the common rojak that it’s black in colour of the sauce.

TeoChew Penang Road Cendol were founded in the late 1950s with ushering into 80th years anniversary soon ; It has been 34 year since SS15 Best Cendol had operated. Both cendol vendor have equally long and rich history that made them became one of the historic point of both places. Beside that, there is approximately 500 - 600 customers per day visited TeoChew Penang Road Cendol, but there is only belike 200 - 400 customers visited the SS15 Best Cendol stall on the contrary. Both cendol vendor are famous enough to attract all the customers eyesight.

Anyway there is always difficulties and challenges happening in any business sector. Even though both party are well-known and vigorous but they still fear of busting in one day. Raining and rainy season are affecting the performance of Jim’s business harshly since the stall have no larger shade providing to cover up the rain ; The implement of GST have seriously affected the business of Mr. Hamid since the price of the ingredients that they bought are being raised, which makes them raised the prices of all foods too that directly decrease the amount of customers. Jim are feeling slightly competitive since there is few cendol vendor located around the town but he’s confident enough that he capable to overcome it by treating all the competitor as a force of motivation ; Mr Hamid have no competitor at all since he’s the only cendol vendor in the town which makes him holding strong of his current position.

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Based on my analysis and field observations, TeoChew Penang Road Cendol are more commercially successful that SS15 Best Cendol. TeoChew Penang Road Cendol have successfully branching out all over the Malaysia and they are planning to branch out till oversea at Singapore in the future of time. TeoChew Penang Road Cendol had attracted more eyesight from the local foods blogger and gourmet magazine compare to SS15 Best Cendol ; In the perspective of Mr Hamid, instead of having franchise all over, he chose to maintain its business small-sized scale and steadily as in the original way. Mr. Hamid had refused to take any risk and challenge since the economy are depressing that might lead to cash flow issue. Mr Hamid decide live to in a comfortably and less risk way of live. Lastly, I sincerely respect both party of their own decision and perspective in handling their business. Is such an great honour that our group stand a chance to met both owner.

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Similarities and Differences summary table

SS15 Best Cendol Differences TeoChew Penang Road Cendol

Mr. Hamid and his assistant Mr. Azim (son)

Founder Mr Tan Teik Fuang the original founder. Jim is the current heir of his grandfather business which lasted three generation.

Jalan SS 15/4G (Jalan SS15/4G), 47500 Subang Jaya, Selangor, Malaysia

Location 27 & 29 Lebuh Keng Kwee, 10100 Georgetown, Penang.

None in their business area

Number of Competitors

Few in their business area

■ Cendol ■ ABC Ice ■ Coconut Drink ■ Kacang Puteh

Types of products sold

■ Cendol original ■ Cendol Durian ■ Cendol White Coffee ■ ABC Ice ■ Red Bean Ice ■ Grass Jelly Ice ■ Asam Laksa ■ Rojak

Differentiated Product ■ Mix with red

bean or without red bean

■ Mix with green grass jelly

Differentiated or Standardized Products

Differentiated Product ■ Mix with red bean or

without red bean ■ Mix with grass jelly ■ Mix with green grass jelly ■ Mix with corn ■ Mix with jelly

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Daily, 11.30am – 7.30pm

Business Hour

Monday to Friday 10.30am - 7pm

Weekend 10am - 7:30pm

Jim with his 20 foreign workers.

Business operation

mr.Hamid with the assisting of his son and two local workers

Locals only. Targeted market

Locals and tourists.

Cendol – RM2.00 Pricing of Cendol

Cendol Original - RM2.50 (spot edible) - RM3.20 (take-away)

Maintaining its small-sized business

Future Plan Oversea branching such as Singapore.

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BIBLIOGRAPHY

1.Best Cendol in SS15, Subang jaya Selangor Retrieved from : http://blog.saimatkong.com/food-beverage/best-cendol-ss15-subang-jaya/ 2. Best Cendol in SS15, Subang jaya Selangor Retrieved from : http://www.foodadvisor.my/best-cendol-subang-jaya 3. Best Cendol in SS15, Subang jaya Selangor Retrieved from : http://www.burpple.com/rojak-cendol-ss15-subang-jaya 4. Best Cendol in SS15, Subang jaya Selangor Retrieved from : http://en.yelp.my/biz/best-cendol-stall-subang-jaya 5.TeoChew Ice Cendol In George Town, Penang Road. Retrieved from : https://www.youtube.com/watch?v=On_irgPTxWc 6.TeoChew Ice Cendol In George Town, Penang Road. Retrieved from : http://my.openrice.com/penang/restaurant/penang-road-famous-teochew-chendul-george-town/144402 7.TeoChew Ice Cendol In George Town, Penang Road. Retrieved from : https://foursquare.com/v/penang-road-famous-teochew-chendul-tan/4bca9176937ca593f841a892?fbLoginFailed=true 8.TeoChew Ice Cendol In George Town, Penang Road. Retrieved from : http://food.malaysiamostwanted.com/venues/teochew-cendol-penang-road 9.TeoChew Ice Cendol In George Town, Penang Road. Retrived from : http://www.timeout.com/penang/restaurants-and-cafes/penang-road-famous-teochew-chendul

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APPENDICES

Interview In SS15 ,Subang Jaya , Selangor. Q : Hi. We are from Taylor’s University Lakeside Campus. We are here to interview you. This is for our English assignment. A : Alright Q : So now I would like to ask you some questions. Q : May i know what’s the name of this business? A : Cendol Q : So the location for her is ? SS15? A : Yes, SS15 Subang Jaya. Q : How many truck do you have for your business? A : Just 1 only. Q : So, how many workers do you have? A : 2 workers. Q : 2 workers? only 2? A : Yes. Q : Including you? A : No. Q : No?! You and your dad? A : Yes. Q : So you both are the boss, then 2 workers? A : Yes ! Q : So, are the workers from local or foreigner ? A : The workers are foreigners, then me and my dad are locals. Q : Oh i see. Q : So, you only sell cendol right? A : Yes, exactly. Q : May i know what’s the estimated amount of customers per day? A : If public holiday there will be around 100 over and 50 over for normal days.

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Q : So, when you started this business? A : It’s been 34 years. Q : Wow ! 34 years?! A : Yes yes. Q : This place? A : Absolutely. Q : Who’s the founder of this business? A : My dad. Q : Okay. Q : What’s the starting process for this business? A : He used to sell in bicycle, then change to motorcycle and now is truck. Q : Oh good. Q : So, what’s the difficulty level of market entry? *A : Now the GST is like all higher up the price Q : Hmm. Yup. Q : What’s the start up capital? A : Here. Selangor. Q : What’s is your start up motive for this cendol business? A : Promote to more customer. Q : Alright. Q : So, what’s the achievements for the past 3 - 5 years? A : Nothing much, just normal. Q : How about any changes for past few years? A : Uhm. No. Q : Do you have any competitor around here? A : No. Q: No ?! Because it’s already very famous right? A : Yes, exactly. Q : “ the most famous one “ HAHA ! A : HAHAHAHA. Q : Have you face any obstacles ? A : No. But maybe the climates. Q : Oh ya !

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Q : So, may i know what’s your name? A : My dad is Hamid and I’m Azim. Q : You both are the owner of this? A : No. I’m just helping out my dad. Q : Oh alright ! Thank you, thank you so much. Have a nice day !

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Interview In Penang Road, George Town, PENANG Q : Hello. We are from Taylor’s University Lakeside Campus. All the way from KL ( Kuala Lumpur). Q : We are here to interview you because this cendol stall is the most famous one in Penang. Q : So, what’s your name? A : Jimn. Q : So, May I ask you what’s your job position? A : Me? Q : Yes, you. A : I’m the boss. Q : So may I know what’s your contact number? A : 012- 4055456 Q : Do you have email? A : Yes, I have “Jimn@cendol.my” Q : So, is this your stall “ Teochew Cendol “? So is your business. A : Yes. Q : So, may i ask you what’s the name of this location? A : Oh, here? Uhm, Actually this place named Lebuh Keng Kwee, because 20 years ago, we used to sell our products beside the road, but government think it is really dangerous to do business there, so we shifted to this place to continue our business. Q : Oh, so shifted to here? A : Yes , we shifted to here so it will become more safety because we used to have our business there but there’s too many transportations passing by every days. Q : So is this your franchise or? A : This is our first stall, we have 20 franchises in different states. Penang have 6 and the other 14 franchises are located in others states. Q : In others countries? A : HAHA ! No, not countries , is other state Q : Oh , HAHA Other states.

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Q : So how many workers have you hired? A : Around 20 workers Q : Such a good business ! A : “ OKAY - LAH “ Q : So how your workers help you in your business? Isn’t it they help you out by selling your products and also make the cendol with you A : Yes, exactly. Q : So what’s is your main product and most popular one? A : OF COURSE IS CENDOL ! Q : So what’s the special product in your business? A : oh we don’t sell it here , it’s in the other outlets. Such as cendol durian… Q : Durian? A : Yes. Q : Do there have different flavour as well ? A : Yes, we have 3 different flavours of cendol in our outlets. We have original flavour, durian flavour and even white coffee flavour. Q : Oh, so whoever like that kind of flavour , they may order for it? A : Uh, yes . Q : So can you estimate how many customers you have per day? A : Uhm. No, I can’t , but maybe around 500-600 persons per day. Q : Wow, 500 - 600 per day?! A : Yes Exactly ! Q : So , when did you started this business? Like since when? A : Hmm, is around 1930++ years ago, this is the 80th year for our business. Q : So who’s the founder of this business? A : My grandfather. Q : So, Who are the one to continue this business? You? A : Yes, it’s me. Q : From the beginning your family business already started to sell Ice Cendol ? A : Yes, we started this business quite a long time ago.

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Q : So,the original ice cendol consider as the first product that your family business are selling since the generation of your grandfather ? A : Uhm, Yes. That’s right. Q : Besides, did you faced any challenges in this business? A : Not really, but just a little bit toilsome sometimes. Q : How about the climates? Will it affect your business? A : Of course it will. Especially rainy day. It’s really tough for us. Q : May I know, where’s the first stall located at ? A : Right Here. Q : Oh here? A : Yes. This is our first stall. Q : Other outlets are in the other states, am i right? A : Yes, we have different franchises since 90’s , it’s been 35 years . Q : So in this 35 years do you have any achievement ? A : To be honest , these few years there’s a lot of tourists in our city. So that in these 6 years we have become really popular and also a big step of achievement in our business. Q : So what you think about the competitors? Do you have to face the problems ? A : Yes, of course. Q : You are so popular, you also have to face the problems? A : Yes , exactly. But I don’t take it as any bad ways, i take it as positive ways so that “I CAN IMPROVE MY BUSINESS ” Q : So in this location, who is the competitor for you? A : HAHA ! It’s just right in front of my stall . Q : HAHA. So that , he also have a lot of customers like you right? A : Yes , Some of my customers will go to that stall when they are confused about both of our stalls. Q : So how you solve this problem ? A : We always provide good services to attract all the customers. Q : Oh , isn’t like “ What do you want ? have a nice day ”

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A : Yes, maybe some of them are having a bad day by showing “ mad faces ” when they arrived, but still i will talk to them nicely. Just to make them have a nice day ahead. Q : So what you will do to make your business even better ? A : Currently , we are putting efforts and also attention in our franchising business. We are doing franchising . Q : So it’s like you wanted to make your business to become more successful in different cities ? A : Yes, but in Malaysia we would not provide too many outlets. Right now, we are focusing to start up some of our new outlets in Singapore. Q : It is such an Great Idea ! I wish you all the best in your business ! and I also hope your business is thriving and successful ! A : Thank you , Thank you !

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REFERENCES

1. Best Cendol in SS15, Subang jaya Selangor Retrieved from : http://www.foodadvisor.my/best-cendol-subang-jaya 2. Best Cendol in SS15, Subang jaya Selangor Retrieved from : http://www.burpple.com/rojak-cendol-ss15-subang-jaya 3. TeoChew Ice Cendol In George Town, Penang Road. Retrieved from : https://www.youtube.com/watch?v=On_irgPTxWc 4. TeoChew Ice Cendol In George Town, Penang Road. Retrieved from : http://my.openrice.com/penang/restaurant/penang-road-famous-teochew-chendul-george-town/144402

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Attachments

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Suggest List Of Interview Questions 1 . What’s The Name Of The Owner 2. What’s The Job Position Of The Owner 3. What’s The Office Phone Number 4. What’s The Name Of The Business 5. What’s The Current Location 6. What’s The Original Location 7. The Number Of Branches 8. The Total Amount Of Employees 9. The Employees Per Branch 10. The Types Of Employees & Job Scope 11. The Main Product Sold 12. Best Selling Product And Its Speciality 13. Estimated Amount Of Customers

1. PER YEAR 2. PER MONTH 3. PER DAY 4. ON SPECIAL DAY

14. The Starting Year Of Business 15. The Founder/Owner 16.The Difficulty Level Of Market Entry 17.The Achievements For Past 3-5 Years 18. Changes For Past Few Years 19. How Many Competitors 20. Strategy To Face The Obstacles 21. Special Ways To Overcome The Business

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RECOMMENDATIONS

Business 1 : SS15 Cendol SS15 Cendol may be well known amongst the locals, they have a lot more places where they can work on and improve in order to succeed like the famous Penang Road cendol.

Current Area of Improvement Recommendations

Promotions SS15 cendol is well known among locals mainly because they get recommended by customers to their friends. Recently, it has been more well known because of reviews they get on Tripadvisor from visitors from other places. To gain more customers, I recommend them to promote their stall more via Social Medias, newspapers and more. This will maybe gain attention of a famous food critic and hopefully boost their business.

Location of Stall Currently, their stall is not a permanent. I recommend that they look for a more permanent location with proper tables and chairs as they would need to accommodate more customers as their business grow. Customers aren’t exactly keen on the idea of buying cendol from a truck and savoring it by the road without a table.

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Pest Control Rats are no surprise to locals and regular customers, but tourist who visits and dines at the stall aren’t on board with the ideas that rats run free or if any of the food came in contact with any pest. I recommend that they should hire monthly pest control to clear the area and try to keep the rat count from minimal to none. This will definitely boost their image in many ways and increase their popularity.

Personal Hygiene I’ve came across a few complains how hair is found in their cendol and rojak and this issue has caused them a few customers. I recommend wearing gloves and hair nets to improve their personal hygiene image and to save them from any more customer loss.

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Business 2 : Penang Road Cendol Although Penang Road Cendol is famous and well known, the owner is never snobbish and he treats all his customers well. Penang Road Cendol has become so well known and successful you will barely notice any flaws in their business. However there is always space for improvement, even if it’s just a small amount.

Current Area of Improvement Recommendations

Size of Main Branch From time to time, people would still take the effort and make the trip to visit the original stall in Penang, and the shop is too small to accommodate the 500-600 customers that they receive daily. They should upgrade the stall/restaurant and make it multi level so customers would not have to wait long before they could get a seat and enjoy their bowl of cendol.

Hygiene of Area What I had noticed is that, they focus on keeping the customers happy and not the hygiene of the area. They are always rushing to settle orders, until a point where bowls are not collected and left everywhere until it attracts bugs and insects.

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Amount of Staff From the hygiene of the area, I recommend they increase the amount of working staff to not only collect the bowls but to serve the customers. I noticed a few customers struggled from ordering cendol until the point where they had to get help from the owner of the Asam Laksa stall.

Quality of cendol at other franchise After having a taste of the cendol from the original stall, I could not resist but to have another bowl at their franchise outlet in Sunway Pyramid. The taste quality was very very different and I recommend the owner checking up on the quality every now and then to ensure that the cendol served will always be at it’s best. This can also ensure customer loyalty and they will not lose customers due to one bad experience at one franchise.

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Conclusion

To conclude our findings, Penang Road cendol is more successful as compared to SS15 cendol. Due to the risk they took throughout the years, it gave them more business opportunities and made them more outstanding. The first factor why Penang Road cendol is more successful is because they have franchises in different states and you don’t have to travel all the way just to enjoy a bowl of cendol. Unlike SS15 cendol, it can only be found in Subang Jaya. Moving on, Penang Road cendol also branched out from the classic bowl of cendol to durian flavoured cendol and white coffee flavoured cendol while SS15 cendol only sells the basic cendol. There are many pros and cons of both businesses and they should both continue improving the goods of their business and solve the bads as well. With this, both businesses will still have the ability to grow and improve.

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