Upload
melika-bordbar
View
305
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
English Research(Comparative of two or more
business from the same industry)
English 2 (ENGL 0205)
Final Assignment – Bakery Business
Jacinta Kabrina Majalap
(0311339)
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
CONTENT
CONTENTS PAGE
Research Proposal 3 - 6
Research Essay 7 - 15
Appendix
Photo
Meeting Minutes
16 - 23
Bibliography 24
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Research Proposal
The Research Proposal
Name: Jacinta Kabrina Majalap
Student ID: 0311339
Group member: Melika Bordbar
Student ID: 0311455
Class: English 2
Introduction:
This is a research report from interviewing two businesses and making a
comparison between two of those businesses. The business that we chose is
Bakery Businesses. Bakeries are starting to bloom in Malaysia’s food industry
where unlike before, Malaysian started to go for bread instead of heavy food
for lunch. An interview was done to gain more information on that business
itself and that information are used to make a report.
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Research Questions:
List the research questions very clearly and concisely. Number each
question.
1. Description of the trade or business that you are studying. Please note
that you should be studying at least two to three or more example of
the trade or business.
2. Origin/family history of trade/business that you are studying. For this
you need to conduct interview.
3. Where are the products marketed to? Local or International market?
4. Who are the main customer? Example: gender, income group? Why
does the product attract this particular group?
5. How does the business promote the product? How does it advertise?
Are the product distributed to various places or only at the business
premises? Why are they distributed in this manner?
6. What/who are the main threats/competition to the business? How are
they threatening the business? What are the strategies are used to
counter the threats/competition?
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
7. What trade-related policies have been put in place by the government
so far? What are their impact?
8. How does technology affect the trade/business? What are the effect?
Which technology has the biggest impact? Is it positive or Negative?
9. What is the future of the trade? Is the industry growing or stagnating?
What are the possible outcome for this trade in the next 10 years?
10. What is the most special/best selling product you've been selling from
the day the business started until now?
11. How many branches/franchises does the business own so far? Are you
planning on expanding/add more? Where and why? And who are the
targeted customer in that particular area?
12. Is the business coming up with new product? Who came up with the
recipe? And why is it special to you?
13. What are the most valuable thing/experience/scenario that you've
gained from running the business?
14. As one of the most established business in Kuala Lumpur, how do you
keep your business running and present through out the years? What
moral value did the business engaged in up until today
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Methodology:
List all your methods one at a time and provide details of when and how you expect to carry
out your research methods.
1. Prepare questions.
2. Call up businesses in Klang Valley area for appointment.
3. Visit business.
4. Take picture as proof.
5. Do the interview.
6. Double check information.
7. Make a draft and rearrange data.
8. Prepare a report.
Conclusion:
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Briefly explain what you expect to accomplished through the above methods and the
information that you expect to obtain by carrying out your plan above.
Hope to meet a friendly owner or manager in order to have a comfortable atmosphere to talk
in and gain some personal information of the business.
Expect to have enough information for the research.
Research Essay
On today’s market there is a variety of never ending delicious sweets and pastries to please
both the palate and the eyes. We have become so used to this diverse range of bread, mouth
watering pastries and cakes that seldom we ask just how they come into existence.
Right in the beginning of recorded history there was the discovery of fire making, thus along
with light, heat could be generated. Then there followed the discovery of different grasses and
their seeds which could be prepared for nourishment. With the help of heat and grain, one was
now able to prepare a kind of broth. Hot stones were covered with this broth or the broth was
roasted on embers and “Presto!” the first flat bread was created. This ability to prepare stable
food radically changed the eating habits and lifestyle of our early ancestors, from being hunters
they became settlers. In this research, we were ask to do an interview of two businesses from the
same trade. The trade we chose are bakery business and the bakery business we interviewed are
Homemaydecakes.blogspot.com and RT Pastry House.
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
The first business we interviewed is Homemaydecakes and the person we interviewed was the
herself owner, Miss May Mayvanwy Augusta Mojigoh. She is married and blessed
with a beautiful daughter. Homemaydecakes provide services to anyone who
wants to do personalized custom made cakes and other baking products like
cookies and cupcakes. Based at home in Kuala Lumpur, she does customized
orders for every occasion. Be it for birthdays, anniversaries, weddings and
even just-for-fun. She accepts orders of any kind at very competitive and
reasonable prices.
Business started on her own after attending cake decorating courses at the
International Centre of Cake Artistry, Kuala Lumpur. Her cakes are usually
marketed to those in KL but she have had customers who order from all over
Malaysia, Singapore, the UK and US who wants the cakes delivered to friends
or relatives who are living in Kuala Lumpur. Most of her customers are ladies
either brides or mothers of young kids but she have had a few guys order
cakes for their girlfriends, wives, and mothers. Mother's of course want
meaningful birthday cakes that their kids will enjoy. Future brides wants to
have their dream wedding cake and are usually quite particular about what
they want. Hence custom made is the best way to go. Also friends of brides
likes to order cakes for their Hens night. Young people likes a modern and
contemporary idea to their cakes and the designs that they want usually are
about the interests of the person celebrating the birthday. This is why she
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
gets a lot of orders from this particular groups. Men probably order from her
because they don't know what else to get for the women in their lives.
Young people in their 20s also like to order cakes from her. Most of them
come from higher income people as custom made cakes can be quite
expensive reaching hundreds of ringgit for each. Most are also from the
working class as well. That said she do get a few orders that she give a
special discount. Example, order for some kids in an orphanage. May
promote her business in many ways. She mainly operate her business
through her blog shop Homemaydecakes.blogspot.com.
In her blog, she update the blog with interesting posts on how to do her
cakes this include the process on how she manage her time. This will give
future clients a glimpse of how and what she does, what she can offer and
how to contact her.
May is also very active in parent forums, wedding forums, youth forums and
anywhere online, which she can promote her business. Sometimes she sell
her cakes at events so that the public can have a taste of her goodies and
then offer them her name card if they want to order from her in the future.
For her, the biggest promotion in the custom made cake business is by word
of mouth. If your cakes are good, they will speak for itself. She don't really
have to advertise much at this point as her blog is an advert by itself but
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
perhaps she will consider advertising on Facebook. Earlier in her business,
she did distribute flyers in her neighborhood's mailboxes. For now her cakes
are only made to be picked up from her home or delivered to the respective
clients home/venue.
It's easier for her to operate from her premises as she is a stay at home mom
at the moment.
May’s competitors are other home based bakeries and commercialized
bakeries. There are so many out there who are doing exactly what she is
doing. She don’t know if she could say that they are threatening her
business but some of them are charging their clients way cheaper than what
is the standard. Custom made cakes are specialized cakes so the prices
should reflect that. Commercialized bakeries of course has a bigger capacity
in producing custom made cakes and can secure larger orders and it's hard
for her to compete with that in her small kitchen.
Well it's not much of a strategy. She just make sure that her work is of
excellent standard and she try to emulate international standard of design in
her cakes. Not many home-based bakeries can execute this, as it requires
personal skill and experience. She also tries to update herself with the latest
techniques and gadgets so that she is up to par with the latest trends in cake
decorating. Applying a certain trademark to her work also gives her cakes a
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
special touch so that it's different from other custom made cakes. For
example, her cakes always have a 'clean' look and are often very colorful.
May only use the best and freshest ingredients where she only use fondant
from either the United State or New Zealand and dairy products like butter
from New Zealand as well. This is how she differentiate herself from other
competitors.
So far no government policies are affecting her too much but she heard
they might want to regulate all online businesses soon and every online
business must have a proper business license. If that happens, she might
have to register her business as an enterprise and pay a fee every year in
order to do her business. Also if that happens, She’d have to put her full
contact on her blog. She’s not sure if she is comfortable displaying her
address and phone number for the entire world to see online as she only
provide those to her clients.
Technology in baking is very important. High capacity baking equipment
like heavy-duty mixers, large ovens, fondant rollers and airbrush machines
are very useful to the industry. Almost all are positives. The custom made
baking business has a very bright future. It is definitely growing and will be
an ever important industry as you will never run out of people needing cakes
for birthdays, weddings, and events. All of May’s products are special as
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
each cake is different and it is one of a kind.
So far May only plan to operate from home since her business is still
growing. Once she is a little more established, she would be interested in
opening either a little bakery cafe or a small cake decorating course center
with supplies.
She would target urban areas or the suburbs where a lot of retired people or
stay at home moms are. Because they are the ones who usually are
interested in cake crafts. May is constantly coming up with new recipes.
Usually she refers to recipe books and the Internet and tweak the recipes to
her own liking. It is special because it is of her own taste and what she likes.
The most valuable thing and experience May gain from running her
business are patience and tenacity. When she first started the business, it
was very slow. She had to be patient and tenacious in the sense that she had
to keep on marketing her business to get the word out. She would bake for
free for friends just so they would try her cakes and see her work.
Even in cake decorating, she found that that if she was too much in a rush
something wrong would always happen to the cake. So she practiced
patience in decorating as well.
Also learning from mistakes and improving any weaknesses, when she had a
less than favorable feedback from a client especially in the beginning of the
business.
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Hard work and having goals. Without these two attributes a business has
nowhere to go.
Moral values is that in business one must always be honest and always be
kind to clients and try your best to help them. This will bring the business a
long way because people remember you as a good and trustworthy business
operator and not just another business wanting your money.
The other business we interviewed are RT Pastry House and the person
we interviewed is the operation manager, Mr. Vic Chia. RT Pastry House was
up and running for more than 10 years. From the year 2003 up till now. The
first outlet was in Taman Desa, Kuala Lumpur. The owner was originally from
Taiwan. He started to work in Taiwan, Singapore and finally based in
Malaysia. He and his wife decided to open a pastry shop in Malaysia to
spread the culture of their hometown. Their product is Japanese and Taiwan
inspired and his motto is“5 star quality at a 3 star price”. After 3 years, a
second shop was open in Subang Jaya SS15, and two more years later in
Puchong Jaya. Between 4-5 years, the family members in this company
increase up to 50%.
After the Puchong branch opened, to survive in this industry RT Pastry House
organization started to expand. They develop an operation chasing
production, and a basic department. Their shops introduced Malaysian to a
Japanese and Taiwanese fusion bakery concept. RT Pastry House has grown
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
to become the choice bakery in the region and demand for products has
been overwhelming. They have now expanded their reach to bring the
premium quality of RT Pastry House to an even wider audience.
When they first started, they were only selling within the premises. But
after the year 2009, the first factory for making their own products and
supply to all of the outlet around Malaysia was built. The products are
targeting the local markets and they are planning to expand internationally
in the future. The main customers are between the age of 25-35 averages.
They are also targeting students and working a person who doesn’t have
time to eat proper meal. The marketing strategy in 2009 was to attract more
housewives by using the best quality at the lowest price. They bring more
technological idea, from other countries to Malaysia in order for Malaysian to
try different type of pastry from different country.
They promote their product by giving vouchers and discount for whoever
becomes member. Other than that, they have a lot of special offer for event
such as Valentine day, Mothers day and Fathers day. The promotion can be
found in their website, RT Pastry House.com. They distribute fliers and poster
around Klang Valley area to attract more customers but distribute of product
is only sold within the business premises to save time and energy.
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
RT Pastry House have a lot of threats and competition, one of them is TK
Bakery & Lavender Bakery. They tried to copy RT Pastry House’s products and selling it in
their shop. For example, their famous product Green tea Cake was copied and sold in different
shop without their knowledge. To counter the threats, RT Pastry House has come up with a lot
of strategies to overcome this problem. One of the strategies is maintaining the quality of their
products and develop new products for the future. Having an excellent service is a must to
attract loyal, new and possible customer.
Trade related policies that have been put in place by the government so far are an increase
in price of the main ingredient such as sugar and flour. The increase in price of the product
depending on how big is the gap of profits/loss is. But for now, it didn’t really bother the
business flow in Malaysia. The technology for bakery line is very important, if we don’t improve
the technology, we can’t survive in this market. Before, making bread is done by hands instead
of using a machine. Now, the technology of making cake is premix, meaning we’re using hand
and machine together to bake. The greatest impacts are the machine used. With machine to
bake, we can safe time and money because labor work cost a lot of money and machine makes
a heavy-duty work becomes much more easier to handle.
The future of the trade is bright, depending on the management and marketing strategy. RT
Pastry House business is still growing. For the next 10 years, they predicted that the business
would still grow with few new outlets along the way. Their best-selling product since the day
the business started is Hokkaido Cake. It has soft moisture to it with different type of filling. The
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
branches they own so far in total 7 branches where most of them are located around Malaysia.
They plan to expand their business in the near future by opening a new branch in
Klang valley area, because of their factory is located near that area. In that particular area, they
target working people, students, and housewives as the possible customer. The business is
coming up with new product. They have planned to develop more varieties of cakes and the
person who came up the recipe is their chef, owner and someone from Taiwan because the
recipe is originally from Taiwan. It will be healthier, natural, and it’s special because no one in
Malaysia sells it. They will be the first to sell it in Malaysia.
The most valuable thing gain in running the business is experience. Experience for the
worker, and organization. As one of the most establish business in Malaysia, they keep their
business running by having a good marketing strategies, lots of promotion, fast and friendly
service, quality product and an awesome management. The moral value the business engaged
up until now is equality. The owner prefer that every staffs can be able to buy their own houses
and for customers, a 5 star quality at a 3 star prices.
These two businesses are different in everyway. For instants, RT Pastry shop has their own
shop where by Homemaydecakes only move from home if there is an order from a client. RT
Pastry House doesn’t take orders from different countries because their target is only within
the local market. Homemaydecakes has done business internationally where she took orders
for people from other countries. In term of marketing, RT Pastry House promotes their product
by distributing poster and fliers and they even have their own website. In the early days of her
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
business, homemaydecakes distribute fliers in her neighbor’s mailbox. Now she promotes her
business through her blog, Facebook and even in event of her client. The product sold is also
quite different where RT Pastry House sells different varieties of pastry from bread to cakes,
where by Homemaydecakes only sell custom made cakes, cupcakes and cookies. Thus, this
shows that even if these two business are in the same trade/industry, they way they run their
business is totally different.
AppendixFNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
RT Pastry House
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Homemaydecakes
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Team Meeting23May2013
13.00pmTaylor Lake Side
University
Meeting called by: Jacinta K. Majalap
Facilitator: Mr. Woon
Timekeeper: Sumit Chai
Attendees: Raychella Richard & Evelyn Paul
Note Taker: Melika Bordbar
Please read: Notes and research proposal
Please bring: Pen and Paper
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Minutes
Agenda item: Origin/History of business Presenter: Melika Bordbar
Discussion: History of RT Pastry House
Conclusions: Originally from Taiwan
Action items Person responsible Deadline
Conduct an interview Melika Bordbar
List down Key points
Agenda item: Origin/History of business Presenter: Jacinta K. Majalap
Discussion: History of Homemaydecakes
Conclusions: Got interested after going for pastry course
Action items Person responsible
Deadline
Conduct interview Jacinta K. Majalap List down key points
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Agenda item: Marketing strategies Presenter: Melika Bordbar
Discussion: How does RT Pastry House promote their product?
Conclusions: By posting poster, distribute fliers and making a website
Action items Person responsible Deadline
Conduct interview Melika Bordbar
List key points
Agenda item: Marketing strategies Presenter:
Discussion: How does Homemaydecakes promote their product? Jacinta K. Majalap
Conclusions: Through her Blog and Facebook
Action items Person responsible Deadline
Conduct interview Jacinta K. Majalap
List key points
Other Information
Observers:
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)
Resources: HomHomemaydecakes.blogspot.com, RT Pastry House.com, and Pfisterconsulting
Special notes:
Thank you.
Bibliography
http://www.pfisterconsulting.com/history.htm
http://homemaydecakes.blogspot.com
http://rtpastry.com/index.php
FNBE June 2013 - ENGL 0205 English 2
Names of group members: Melika Bordbar (0311455)