English research full report (2)

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  • 1.1 School of Architecture, Building and Design Foundation in Natural and Built Environment [FNBE] English 2 [ENGL0205] Ms. Cassandra English Final Project Research Assignment Report FNBE July 2013 Group member : Sharon Lim Yu Jung 0313377 Tan Ling Rong 0315645 Tan Chiew Nee 0303531 Angoline Boo Lee Zhuang 0316144 Tan Chee Siang 0315159 Tay Jia Jian 0315508

2. 2 Table of Contents No. Title Page number 1. Artistic cover 2. Cover page 1 3. Table of contents 2 4. Key Summary 3 5. Research report a. Description of the history of trade. b. Description of the business. c. Comparative Analysis. 4 5 6 9 10 17 6. Recommendations 18 20 7. Bibliography 21 8. Appendices 22 34 9. References 35 3. 3 Key Summary In this assignment, we did an analysis about Dim Sum business industry in two of Malaysias highest Chinese population region, which is Penang Island and Klang Valley. In a group of six, we interviewed two of the regions most recommended Dim Sum restaurants which had been operating for more than 10 years, which is Tho Yuen restaurant at Jalan Cintra, Georgetown, Penang and Clan Dim Sum Restaurant at Jalan Radin Anum, Sri Petaling, Kuala Lumpur. We researched, analyzed, compared and contrasted both businesses in terms of businesses descriptions, businesses history of the trade, comparative analysis of the businesses competitive traits and recommendations for the businesses. 4. 4 a. Description of the History of Trade . Initially, it was an exclusive luxury made for the Royals in the palace at Northern China. The Manchurian Empires descendants passed their time by frequented dining, further established the formation of tea houses that rivaled with restaurant by offering Dim Sum in wide varieties. Due to its high popularity, it was then introduced to the tea houses peppered at the city and also the pivotal Silk Road where commodities of trade flourished and people from all over the continent would pass by. Usually, the travelers would visit the tea houses to relax and dine, thus had contacts with Dim Sum. Therefore, the tradition of Dim Sum is spread to other parts of China and eventually anchored at Canton due to its availability to fresh food supplies and rich ingredient selections, brought by its strong economic status. Because of its fineness, Dim Sum restaurants soon became a prestigious business. Since the 10th century, about 2000 different varieties of dim sum have been invented, largely catered in restaurants and festive occasions. In the 20th century, when the Chinese immigrants started to disperse across the continents, the heritage of Dim Sum was too spread to other places, including Malaysia. So the business was expanded and diversified at new places throughout the world. Nowadays, some restaurateurs even established their brand and franchise branches such as Taiwan Dim Sum franchise, Din Tai Fung which has branches at North America, Asia and Australia. 5. 5 In Malaysia, the history of trade of Dim Sum is considered relatively young as it was first introduced to this land during the early 1900s by the Cantonese clan. During the time, the businesses were mostly family ran and small sized until the independence of Malaya, whereby the Chinese was encouraged to expand their business in order to boost the new nations economy. Nowadays, the industries grow significantly with few well-known cross nation chains such as Dragon-I and also local medium-sized restaurants such as Kam Xuen and Clan Dim Sum or small-sized family run restaurants such as Tho Yuen. 6. 6 b. Description of Business Tho Yuen Dim Sum Restaurant Tho Yuen Dim Sum Restaurant is a well-known restaurant in Penang, which gained its popularity from their delicious pastries, especially their festive seasonal handmade Moon cakes. Tho Yuen was established in 1936 by Mr. Hu Mei, with a single notion of sustaining the traditional Chinese heritage of making fine Dim Sum. After running his business for about 40 years, he migrated to Australia with his family so he sold the restaurant to the next owner, which is the current owner of Tho Yuen, Mr. Liong Jin Zhao. Its been over 30 years since Mr. Leong took over the restaurant. Tho Yuen Restaurant is located at an old double-story traditional Peranakan style building painted in green at Campbell Street, Penang. It is the second shop from the cross junction of Campbell Street and Cintra Street. To ensure optimal ventilation in the hot humid weather, the restaurant was punctuated with an air well in the middle hall that facilitate air circulation, so that the customers can enjoy the delicacies in comfortable ambience. Its ceiling is comparatively tall and installed with sufficient number of ceiling fans. This restaurant has 15 workers and all of them including the Chef are locals. Most of the workers work here since the previous owner started the business. Tho Yuen produces more than 20 types of traditional dim sum such as the prawn dumplings, Siu Mai, Char Siew Pau and etc. daily and among all, prawn dumplings (har gao) and Siu Mai are the bestsellers. The estimation number of customers per day is around 200 to 300 customers. There are 3 competitors around the area, which are Da Dong, Long Ji and De Tai Tong, but all of these restaurants have shorter business history compared to Tho Yuen Restaurant. To reinforce their status as first choice restaurant among the customers, their strategy to compete with other competitors is by creating their own signature dishes. For example, their signature steamed chicken rice and special noodle called Hong Tu Noodle, which yee mee and porridge are cooked 7. 7 together with seafood and minced meat. Besides, they offer rational prices and maintain close connections with old customers. Their customers ranged from the locals of all age and international tourists. The number of international tourists increase sharply after Tho Yuen is nominated by Trip Advisor on the net. Although Tho Yuen has already been operating for more than 70 years but the owner has no plan of expanding the business and the only expansion they did was buying the shop next to them and introducing the famous Chicken Rice stall beside their premise into their business. 8. 8 Clan Dim Sum Restaurant Clan Dim Sum Restaurant is also known as Da Jia Cheng Dim Sum Restaurant. This restaurant is well-known for their Gai Woh Bao which is also known as Chicken Nest Bun. It was founded in 2001 by Mr. Nie, the owner of the Clan Restaurant. Since young, motivated by strong passion and interest in quintessential Dim Sum, Mr. Nie started to learn about how to make dim sum since young. Sparked from a little dream in a boys imagination, the dream has turned into a reality and his business has stood the test of time for 13 years. Clan Dim sum is located at Jalan Radin Anum, Sri Petaling Kuala Lumpur. Before this, the first shop was actually located at Alam Jaya as a humble stall. After 3 years of struggles amidst its poor business, Mr. Nie decided to take a brave pace, to move to a more strategic place where human converge. Its a combination of two shop lots in a double-story building with extended roof and premise. Typically, Dim Sum Restaurant only open in the morning, but Clan Restaurant open throughout the day until 2am. The approximate number of customers per day is around 500 to 600 due to its strategic location at the towns heart. Its always crowded especially in the morning, brunch time and midnight. Due to this, they hired more workers, washing the dishes, pushing trolleys and carts filled with piping fresh dim sum from the kitchen, preparing the most anticipated handmade Dim Sum at the kitchen and etc. Their target of market ranged from young adults to their loyal old customers. Besides local food lovers, the restaurant also attract patrons from outstation, thanks to the ubiquity of internet, whereby Dim Sum connoisseurs high recommendations leave their trails in the viewers hearts. They are also few competitors around the region, some are just a stones throw away from Clan. For example, Fortune Dim Sum, Foo Yuan Dim Sum Restaurant and World of Dim Sum. Clan Dim Sum Restaurant has invented many new special dishes which successfully won the hearts of many such as their famous Chicken Nest Bun, Liu Sha Bao, Yam Bun. Their highlight is Gai Woh Bao 9. 9 (Chicken Nest Bun), with its tender bread in a shape of a nest stuffed with steamed glutinous rice, braised chicken, chopped char siew, diced mushrooms and caramelized onions within. It has successfully raised their name in the dim sum world by having interviews with not only the local media but also from international media, such as Media Corp from Singapore. Besides the main branch at Sri Petaling, the Restaurant has another branch located at PJ C8, but compare to the one at Sri Petaling, the business size is comparatively smaller. 10. 10 C. Comparative Analysis Item Tho Yuen Restaurant Clan Restaurant i. Number of competitors There are three competitors at the area. First is Da Dong, next is Long Ji, followed by Dim Sum Food Restaurant There are three main competitors, who are Dim Sum Fortune, Jin Xuan Restaurant Sdn. Bhd. and World of Dim Sum. ii. Brief Descriptions of Competitors 1. Da Dong - Another nominator of Trip-Advisor Excellent Dim Sum restaurant at Jalan Cintra. - Mainly focused on Dim Sum only. 1. Dim Sum Fortune - A locals favorite Dim Sum Restaurant at Bandar Seri Petaling, known for its reasonable price. - Mainly selling Dim Sum only. 2. Long Ji - An old-fashioned Dim Sum restaurant largely visited by locals at Jalan Kimberly. - Mainly focused on Dim Sum only. 2. Jin Xuan Restaurant Sdn. Bhd. - Local chain Dim Sum restaurant with fine air- conditioned atmosphere and excellent food quality. - Wide variety of Hong Kong style Dim Sum. 3. Dim Sum Food Restaurant - A newly emerged rising star in Dim Sum restaurant at Macalister Road. 3. World of Dim Sum - Newly emerged Dim Sum restaurant just beside of Clan restaurant with air- conditioned premise. - Focused on Dim Sum only. 11. 11 - Mainly focused on Dim Sum only but with a touch of new menu. iii. Strategies to compete with competitors 1. Pricing - Reasonable and affordable. - Reasonable and affordable. 2. Advertisement - The recommendation by Trip Advisor whereby their restaurants informations and customers review can be viewed online. - Through Facebook page and blogs of epicure. - The recommendation by Trip Advisor whereby their restaurants informations and customers review can be viewed online. - Through Facebook page and blogs of epicure. 3. Variety of Dishes - For Dim Sum, the selection is considered basic, with only 20+ traditional Dim Sum dishes - Widen selections by introducing the famous steamed chicken rice to cater different tastebuds. - Successfully established their signature dishes, such as Hong-Tu-Mian which is a fusion of beehoon and porridge, a novelty in Chinese dishes. - For Dim Sum, the selection is considered basic, with only 20+ traditional Dim Sum dishes - Widen selections by introducing the famous steamed chicken rice to cater different tastebuds. - Successfully established their signature dishes, such as Hong-Tu-Mian which is a fusion of beehoon and porridge, a novelty in Chinese dishes. 4. Quality of Food 12. 12 - Excellent quality control and secured the taste of traditional Cantonese Dim Sum throughout the test of 70 years - Excellent quality control and secured the taste of traditional Cantonese Dim Sum throughout the test of 70 years 5. Quality of Service - Well attained service whereby human connections were deeply appreciated. The workers are friendly and attentive, always serving with smiles. - Well attained service whereby human connections were deeply appreciated. The workers are friendly and attentive, always serving with smiles. 6. Atmosphere - Well-preserved old premise with quaint Chinese adornments such as paintings and calligraphies, giving a sense of tranquility. - Good ventilation - Well-preserved old premise with quaint Chinese adornments such as paintings and calligraphies, giving a sense of tranquility. - Good ventilation iv. What are the obstacles faced by the new businesses? The obstacles faced by the new business that wish to enter the markets today, one of them will be human resources. As for now, its hard for a new business to build up a strong human resource management in a short period as a long time is needed to train the new workers. Besides, the current market is quite occupied as there are many similar business/restaurants out there and they are all selling the same things. Thus makes it more difficult to start off a new business in this industry. But, these problems can be 13. 13 overcome easily if the newcomers are willing to work hard and creatively. For example, coming up with new dish or ideas to attract the customers interest and attention, constantly work on the taste and types of food that suits the market. And with these they can definitely create a better results. v. Nature of Market Both restaurants are in Perfectly Competitive market. - Because the restaurants are selling the same products, which is Cantonese Dim Sum, both has a relatively small market share that could not set any significant changes in the market price and the consumers could not get a clear data about the product and prices offered by ther restauranteurs because all the data are considered business secrets. 14. 14 vi. Summary Table of Similarities and Difference between two restaurants. Tho Yuen Restaurant Similarities Clan Dim Sum Restaurant Dim sum Main products sold Dim sum Most of them are locals and worked for a very long time. Some since the day the business started. Workers Mostly locals and have been working since the day the restaurant was opened. Have no plan of expanding Future plan No intention of new branches. Have their own signature dish like Hong Tu noodle to attract the customers. Strategy Signature dish Chicken Nest Bun that helps to build up their popularity. 15. 15 Tho Yuen Restaurant Differences Clan Dim Sum Restaurant Tho Yuen was established in the year of 1936 by Mr. Hu Mei. He started off this business and ran it for around 40 years before he migrated to Australia with his family. He then sold the business to the next owner which is also the current owner of Tho Yuen, named Mr. Liong Jin Zhao and Mr. Liong took over the business for more than 30 years until now. Founder and History Clan Dim Sum Restaurant was also known as Da Jia Cheng Dim Sum Restaurant, was founded in 2001 by Mr. Nie himself, inspired by his interest and passion in making dim sum and pastry. Thus he started learning to make dim sum since young age. The business has now operated for nearly 13 years and its growing as time passes. Tho Yuen Restaurant is located in a double storey building at the Cintra Street, Penang right next to the popular sundry shop, Kwong Tuck. The traditional Peranakan style building where the restaurant is located is painted in vivid apple...