FNBE0214 - English 2 (Cendol Business - Final Report)

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  • FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN FOUNDATION IN NATURAL BUILD ENVIRONMENT

    PRESENTATION TITLE:

    GROUP MEMBERS:

    NAMES PRESENTATION ROLES

    Joshua Yim (0317945) - KEY SUMMARY

    - HISTORY OF THE BUSINESS

    Khor Hao Xiang (0318065) - COMPARATIVE ANALYSIS OF THE

    BUSINESSES COMPETITIVE TRAITS

    Khor Yen Min (0318149) - BRIEF DESCRIPTION OF THE BUSINESS

    Lee Czen Shing (0317832) - RECOMMENDATION ( MARKETING)

    Nge Jia Chen (0317738) - COMPARATIVE ANALYSIS OF THE

    BUSINESSES COMPETITIVE TRAITS

    Wong Zhen Fai (0317890) - RECOMMENDATION (EXPANDING BUSINESS)

    ENGLISH 2 (ELG 30605)

    LECTURER : CASSANDRA WIJESURIA

    SUBMISSION & PRESENTATION DATE : 3RD NOVEMBER 2014

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    TABLE OF CONTENTS

    NO TITLE PAGE

    Artistic Cover (i)

    Cover Page (ii)

    Table of Contents 1

    1 Key Summary 2

    2 History of Cendol 3

    3 Brief Description of the Businesses 4 - 6

    4 Comparative Analysis 7 - 15

    5 Recommendation 16 - 17

    6 Appendix 1 (Pictures) 18 - 19

    7 Appendix 2 (Interview Q&A) 20 - 24

    8 Appendix 3 (Minutes of Meeting) 25 - 28

    9 Reference 29

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    1.0 KEY SUMMARY

    In this assignment, we are to choose 2 similar businesses at two different

    locations. After several discussions and deep thought processes, we were able to

    agree on a business that sells the famous and exotic South East Asian cuisine,

    Cendol. We chose a small stall in SS15 that sells Cendol for a living. The other

    location was all the way at Melaka. In the middle of Jonker Street, an old and

    humble, but prominent shop selling various Cendols. We then interviewed both

    shops and compared them to clearly see the differences and similarities.

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    2.0 HISTORY OF CENDOL

    The history of Cendol goes back a long time. It is a common delicacy among

    the countries of South East Asia. It originates from Malaysia but is extremely popular

    among its neighbouring countries such as Indonesia, Singapore and Philippines. The

    ingredients in this popular dessert consists of coconut milk, noodles with green food

    colouring and palm sugar. Although these ingredients are the core, that does not

    mean that Cendol is restricted to those ingredients only. Various additions have been

    made to expand the variety of flavours of Cendol such as red beans, glutinous rice,

    grass jelly, creamed corn, and shaved ice. Due to many influences by various

    countries, Cendol has gained popularity and its variety has expanded even more

    from adding ice cream to even adding durian in the Cendol. It is sold mostly by street

    vendors and stalls around the country. It is wanted regularly by both tourists and

    locals alike.

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    3.0 BRIEF DISCRIPTION OF THE BUSINESS

    3.1 JONKER 88

    Jonker 88 is in the form of a museum caf. It is located at Jonker Street,

    Melaka now known as Jalan Hang Jebat. Jonker 88 is owned by siblings, Jason

    Yoong, Johnson Yoong, Jenny Yoong and CS Yoong. They are all born in Melaka.

    The business first started off as an antique shop during the year 1997.

    However, due to an unforseen business crisis, they were forced to implement a 2-in-

    1 concept, and turn their shop into an antique caf. Their love of antiquities and will

    to share it with the rest of the population became their motivation to start the antique

    shop.

    Currently, Jonker 88 has only one branch in Malaysia. The shop serves

    dishes and desserts like Assam Laksa and Cendol. Baba Cendol is the main

    attraction. It has a generous amount of gula melaka (palm sugar) and santan

    (coconut milk) added into the Cendol which makes it delicious.

    The main and more popular products sold in the shop were Cendol, Ice

    Kacang, Assam Laksa and Curry Mee.

    There are numerous artifacts, antiquities and ornaments such as old coins,

    bank notes, jades and crystals displayed proudly by the owners on the wall.

    Customers get to experience the atmosphere of a museum in the shop.

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    The estimated number of customers that walk in and out of the shop and

    tasted their delicious Cendol varies between different times of the year. During the

    beginning of the year, customers are mainly from China, Thailand and Hong Kong.

    During the school holidays, the Malaysian and even the Singaporean population are

    the main customers. However when none of these special days are present and it is

    only a regular day, it is clear that the majority of customers are from the capital of

    Malaysia, Kuala Lumpur.

    Jonker 88 has a partnership with Nusantara Museum and Maritime

    Archaeology Museum, institutional member of UNESCO-ICOM (International Council

    of Museums, 29766). Their stakeholders of world shared cultural heritage in Melaka

    is International Cultural Exchange Foundation, a non profit cultural organizations.

    Jonker 88 is the legally registered office of Maritime Archaeology Museum where

    MAM museum was formed in 1998.

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    3.2 SS15 Cendol

    The name of the stall is SS15 Cendol. It is a famous stall located along the

    road named Jalan SS15/3B. It is a stall founded by a man known as S.Achiah. His

    motive for starting the business was as simple as passion. His passion when he was

    young was always to open a Cendol stall. Although he has no current branches, he

    intends to open a branch in USJ. The main products in his stall are Cendol Pulut,

    Coconut water and Ice Kacang. Since its just a simple stall, his estimated number of

    customers are uncertain, however there are clearly more customers during the

    holiday than a normal working day.

    The business first started during the year, 1990. Back then, a proper stall for

    Mr. S. Achiah was non-existent. He and his wife started off by selling Cendol in a

    small food truck. According to Mr. S. Achiah, he has been in this business for 24

    years in Subang Jaya. Few years ago, the authorities (MPSJ) relocated them to a

    proper location which attracted more customers which proves to be a good

    development for the stall.

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    4.0 COMPARATIVE ANALYSIS

    JONKER 88 SS15 CENDOL

    Claims that there are around

    40 stalls selling Cendols in

    Jonker Street alone.

    Numbers of

    Competitors

    Claims that they do not have

    competitors because they are

    the only stall around the area

    selling Cendol and they claim

    that their Cendol is the best.

    However, there are still 2-3

    dessert shops that can be

    potential competitors to their

    business as well as shopping

    malls with franchised Cendol

    shops that are not too far

    away from them.

    i) Amy Heritage Nyonya

    Cuisine

    Amy Heritage claims to serve

    all-authentic Nyonya food. The

    Cendol rates highly on the list

    of recommended dishes in

    Malacca. Amy serves their

    cendol with ice cubes instead

    of ice shavings. This is told to

    be the "original" form of

    Nyonya Cendol, a claim that

    have yet been able to

    establish. The Cendol costs

    RM3. It is closed on every

    Monday and opened from

    11.30am to 2.30pm.

    Competitors

    i) Penang Road Famous

    Teochew Cendol

    Tan Teik Fuang began selling

    Cendol at Penang Road back

    in 1936 believing that his

    business will help make a

    living for his family. Through

    the years, Penang Road

    Famous Teochew Cendol has

    managed to transition from a

    simple roadside Cendol stall

    to opening more Cendol

    outlets. They also have

    franchise for their shops and

    can easily be found in many

    shopping malls around town,

    including Sunway Pyramid

    which is In the Subang Jaya

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    FNBE 0214 | SEMESTER 2 | ENGLISH 2 | ELG 30605

    ii) Aunty Koh Cendol

    Owned by an elderly woman,

    Aunty Koh who wakes up at

    3am in the morning to wash,

    shred and squeeze 38

    coconuts. She even plants her

    own Pandan leaves to make

    the Cendol. It is not a stall that

    can be taken lightly. Auntie

    Koh also sells Tai Bak besides

    Cendol. Tai Bak is made of

    rice flour, tapioca and wheat

    flour. It is also similar looking

    to a Cendol but coloured in

    white and red. It is served in

    plain Pandan syrup and not

    coconut Santan. It is an exotic

    Peranakan dessert. The price

    classification is simple for both

    the Cendol and the Tai Bak;

    the small bowl costs RM2.50

    whereas the big bowl costs

    RM3.50. It is located next to a

    school in Bukit Rambai,

    Malacca. The housing area is

    large and Auntie Kohs stall is

    area. They serve Teochew

    Cendol, Asam Laksa,

    Teochew Rojak, Penang

    curry, varieties of common

    Malaysian beverages as well

    as some Teochew Snacks.

    ii) Snowflakes : Taiwan

    Dessert Sec