assignment 2 econ report revised with econ brief

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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN FOUNDATION IN NATURAL BUILD ENVIRONMENT PRESENTATION TITLE: Comparison of Business in Malaysia GROUP MEMBERS: Names Student ID Presentation / Research Report Roles. Alwin Ng Kun Ket 0323596 Interviewer, Report Compilation, Comparative Analysis, Methodology, Subtitles Transcript Chung How Cyong 0324152 Minutes of meeting, Recommendations, Interview Note Darren Leong 0323645 Leader, Key summary, Analysis, Interviewer, Video editor, Artistic cover, comparison of business Goh Jia Jun 0323302 Comparative Analysis, Business challenges, Subtitles Transcript Kenneth Tan 0322482 Description of Business, Photographer, Research On Business to interview Ng Sheng Zhe 0323830 Description of Business, Photographer Yip Xiaojung 0323852 History of Business, Nature or Markets,

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Page 1: Assignment 2 econ report revised with econ brief

SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

FOUNDATION IN NATURAL BUILD ENVIRONMENT

PRESENTATION TITLE: Comparison of Business in Malaysia

GROUP MEMBERS:

Names Student ID Presentation / Research Report Roles.

Alwin Ng Kun Ket 0323596 Interviewer, Report Compilation, Comparative

Analysis, Methodology, Subtitles Transcript

Chung How Cyong 0324152 Minutes of meeting, Recommendations, Interview Note

Darren Leong 0323645 Leader, Key summary, Analysis, Interviewer, Video

editor, Artistic cover, comparison of business

Goh Jia Jun 0323302 Comparative Analysis, Business challenges, Subtitles

Transcript

Kenneth Tan 0322482 Description of Business, Photographer, Research On

Business to interview

Ng Sheng Zhe 0323830 Description of Business, Photographer

Yip Xiaojung 0323852 History of Business, Nature or Markets, Comparison of

business

Economics

LECTURER: Ms.Tay Shir Men

SUBMISSION & PRESENTATION DATE: 19th January 2015

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Table of contents

1. Key Summary 3

2. Brief Description of the Businesses a) Klang Valley 4-5b) Melaka

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3. Comparative Analysis of the Businesses’ Competitive Traits a) Part I, Competition Of Business 8-13

Part II, Bios of CompetitorsPart III, Strategies employed to compete with competitors

b) Part IV, Challenges faced by new business 14c) Part V, Nature of Markets 14d) Part VI, Comparison of Business (similarities and differences) 15

Appendix 3 16e) Part VII, Analysis of which business is more successful 17

4. Recommendation 18

5. Appendices 19-22

6. Reference 23

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Key Summary

This report is a comparative analysis of two Automotive Workshop (Tyre) businesses situated in two different geographical locations that has been operating for a minimum 10 to 15 years. The two selected workshop are E.H Auto Cares Service Centre Sdn. Bhd. which is located in Bandar Sunway, Selangor and Hock Tyre Services and Battery Sdn. Bhd. which is located in Melaka. This report is divided into different sections which are the key summary, brief description of the history of local Automotive Workshop businesses in Malaysia, brief description of the two selected businesses, comparative analysis of the two businesses’ competitive traits, recommendation, bibliography, appendices, attachments, and reference. Interviews has been conducted with each of the businesses’ owner in order to obtain further information of their businesses. The collected information is then carefully analysed and reported.

Hock Tyres Sdn Bhd

EH Auto Cares Service

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Brief Bio of the Businesses

1.) E.H Auto Care Service Centre ( Klang Valley)

E.H Auto Cares Service Centre is a famous car service centre in Bandar Sunway. The shop is located at 24, PJS 11/7, Bandar Sunway, 47500 Subang Jaya, Selangor which is just right behind Sunway University. The interviewee was Mr Ng Chian Fain, the current owner of the company. They had expanded their business with 3 branches of workshop including this also ss2 and Klang. There are currently 8 employees in this branch including 1 clerk.

The main products sold in E.H Auto Care Service Centre are different brands of tyres, batteries water, car accessories and etc. They also provide various types of services such as wheel balancing, braking servicing, air conditioning services, vehicle repairs and gearbox overhaul. The average number of estimated customer per month will be around 350 and most

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of them are his regular customer. The average age group of his customer mostly are from the range 40-50 years old usually businessmen and they willing to spend their money. In addition, the estimated annual revenue per year is approximately around 1.8 million ringgit.

In order to start up a business from scratch nowadays, around 300k-350k of capital is required excluding the rental of the shop. This is because starting a business from scratch, you need to purchase different types of machinery such as hydraulic jack and balancing machine. Besides that, the owner must also need to have basic knowledge to run this kind of business such as knowing how to solve technical problems and size of tyres to be used.

This is a family business and was founded by the Mr Ng Chian Fain’s father. His father used to be an apprentice and worked in KLCC. From there, His father decided to start up his own business after few years. . The business was first started in 1988 where the first branch was initially opened at ss19, following that, in the year 1996 they shifted to the current location in Bandar Sunway. The business had been operated for nearly 20 years.

According to Mr Ng, his strategy to keep his customers coming back is make sure they must cater the need of the customers accordingly. He stated that car services centre is similar to a clinic. Customers come to the workshop just hoping that they are able to solve their problems. Other than that, as a businessman you must be humble to the customer. They must know more about customers, communicate with them and satisfied customer will come back also recommending to their friends.

Last but not least, E.H Auto Care Service Centre plan to increase the services provided in the future is sending 2-3 employees for training course every 8 months to improve and learn new technical skills in order to provide services to new model car such as hybrid car. Lastly, they also make their business better by advertising though different sources such as newspaper and Facebook page.

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2) Brief bio of the business (Melaka)

Hock Tyre Services & Batteries Sdn Bhd is a popular tyre repairing shop in Melaka. It is located at 66, Jalan TTC 13, Taman Teknologi Cheng, Fasa 3C, 75250 Melaka, Malaysia. This tyre shop can be found easily as it is located just in front of the Cowboy Supermarket. There are initially 5 branches and this tyre shop we are interviewing is the second shop of Hock Tyre Services & Batteries Sdn Bhd. Until today, there are only 4 shops left operating as the first shop is no longer in operation. The second tyre shop is opened in year 1998 and it is now managed by the founder’s daughter named Joan Lim. Miss Joan works as an accountant leading her few employees in her shop. There are 1 assistant and approximately 4 technicians in the shop.

The main products sold in the shop are tyres. They sell several brands of tyres such as Silverstone, Toyo, Michelin, Yokohama and Kenda. However, they also sell accessories of cars such as engine oil, battery, wiper, brake pad and more. In addition, they sell suspension for cars which act as a shock absorbers for cars. Besides, they provide lots of services such as dyno test, advance alignment, advance balancing, engine tuning and outdoor service. They also help their customers to change tyres and engine oil. They even provide car repair

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services now to attract more customers. They have hundreds of customers in a month and they maintain their customer by having trust in each other.

Hock Tyre Services & Batteries Sdn Bhd started their business since 1989 in their first shop. In 1989, they were just selling tyres and provide tyre changing services. They sell more products and provide more services to expand their business since the opening of their second shop in Melaka. The founder of Hock Tyre Services & Batteries Sdn Bhd is Lim Choo Hock. Mr Lim is assisted and supported by his wife, Low Giap Boon. They opened their first shop at Taman Malim Jaya, Melaka on the 13th of November 1989. The first shop was actually rented because Mr Lim did not have that much capital during that moment.

Their motive for starting the business was because there were not much tyre shop during 1989 in that particular area. Therefore, Mr Lim found out that it was a suitable place to make a fortune and opened their first tyre shop in that area. After being successful in this industry, Mr Lim started opening a few branches during the year 1998, 2002 and 2007. Their recent development is that they manage to open another branch in January, 2013. Although they have 4 shops by now, they have a plan which is to open more branches in Melaka. Furthermore, they have monopolized the tyre industry in that area as 4 of the shops are opened in the similar area. Overall, Mr Lim and his family manage to do well in tyre industry and there is no doubt that they are the most successful tyre shop in that particular area.

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Comparative analysis

Part I, II, III

E.H. Auto Care Service Centre Sdn. Bhd (Klang Valley)

E.H Auto Care Service Centre Sdn. Bhd. is located in an industrial estate in No.24, Jalan PJS 11/7, Bandar Sunway, Petaling Jaya, which is unfortunately located among several other automotive shops. The top 3 competitors around the area are Apex Tire & Car Care Sdn. Bhd, GT Car Service Centre Sdn Bhd workshop and Tek Ming Auto Service S/B . However, Mr Ng state that each of the competitors have their own field of specialization and therefore does not affect them much. Below are the brief bios of the competitors,

1. Apex Tire & Car Care Sdn. Bhd.

Apex Tire & Car Care Sdn. Bhd. is located at 2, Jalan PJS 11/20, Bandar Sunway, Petaling Jaya, 46150 which is opposite E.H Auto Care Service Centre Sdn. Bhd. This company has 2 interconnected workshops together with a new decoration. They also specialize in continental cars and provide vehicle maintenance such as oil changes, vehicle repairs, air conditioning service, etc. It shows a lot of different rims ranging from 14-22 inch beside the shop. This new design of the shop will attract more customers who don't have a specific car workshop compare to E.H Auto Care Service Centre Sdn. Bhd.

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2. GT Car Service Centre Sdn Bhd

GT Car Service Centre Sdn Bhd is located at Jalan PJS 11/22, Bandar Sunway, 46150 Petaling Jaya, Selangor, Malaysia. This workshop located near E.H Auto Care Service Centre. GT Car Service Centre is also one of the famous car service centres in that area because it provides a lot of services and also the service performance is higher than others. This company also sells car accessories and vehicle parts.

3. Tek Ming Auto Service S/B

Tek Ming Auto Service S/B is located at Jalan PJS 11/24, Bandar Sunway Industrial Park 46150 Petaling Jaya, Selangor, Malaysia which is located 130 meters away from E.H Auto Care Service Centre Sdn. Bhd.. Tek Ming Auto Service specializes in tire sales and mainly sell famous brand Silverstone tires and rims.

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The strategies employed to compete with competitors (Klang Valley)

Service

Mr Ng, the owner of E.H Auto Care Service Sdn. Bhd. told us that they provide various types of service to able to compete with other car care centre. Mr Ng said that car service will be like a doctor treat a patient, the owner of the vehicle will be the family member of the patient. Doctor not only treat the patients but also need to deal with their family. Mr Ng always communicates with his customer friendly and know their thoughts so customer will keep coming back.

Pricing

Mr Ng always compares the price of his service with other workshops to make sure his service won’t be too expensive or cheap so as his customer able to afford it

Advertisement

E.H Auto Care Service Centre Sdn. Bhd. promotes its company through newspaper and Facebook page. This enables for this company to compete with other companies in PJS 11

Performance

E.H Auto Care Service always maintains good performance and high efficiency. 7 workers with quantified and experienced working together to serve their customers. Workers able to repair and solve customer’s problem in a short period so it will bring convenience to customers.

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Hock Tyres Sdn Bhd (Melaka)

Hock Tyres Sdn Bhd is located at 66, Jalan TTC 13, Taman Teknologi Cheng, Fasa 3C, 75250 Melaka, Malaysia. It is also the biggest workshop in the area. Ms.Joan says it doesn’t face much competition as it one of the most dominant automotive industry there (oligopoly). The three main workshops it faces competition from are Cheng Fu Tyre Services, L and K Car services and C and L Autoservices which are located nearby. Below are brief bios of the competitiors,

1. Cheng Fu Tyre Services

Apex Tire & Car Care Sdn. Bhd. is located at 58, Jalan Ttc 13, Taman Teknologi Cheng, 75260 Melaka, Malaysia which is beside Hock Tyres. This company provides Common car maintenance tasks including, check/replace the engine oil and replace oil filters, inspect or replace windshield wipers and checking or refilling windshield washer fluid. Not a big threat to Hock tyres because of its location which requires further travel to access

2. L and K Car services

L and K Car services is located at 36, Jalan Ttc 15, Taman Teknologi Cheng, 75260 Melaka, Malaysia. This workshop quite a distance from Hock Tyres. L and K Car services is one of the infamous car service centres in that area because it doesn’t provide a lot of services and

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also the service performance is lower than others. This company also sells car accessories and vehicle parts.

3. C and L Autoservices

C and L Autoservices is located at No. 23, Jalan Ttc 15, Taman Teknologi Cheng, Melaka, 75250 Melaka, Malaysia which is located few blocks away from Hock Tyres. C and L autoservices is often close and do not take in many customers, rarely a threat to hock tyres. It runs tire sales and mainly sell Silverstone tires and rims.

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The strategies employed to compete with competitors (Melaka)

Service

Ms. Joan says that the upmost important is the customer service provided to attract customers. A good customer service will ensure the customer to revisit the workshop.

Pricing

Ms. Joan sets the price of her service at a reasonable price. She often follows the latest market pricing to obtain an estimated pricing for the services.

Advertisement

Hock Tyres promotes her workshop through the web. It is a good platform for advertising as the social networking possibilities are limitless

Performance

Hock tyres ensure that the workshop provides the most up to date services to the customers to fullfill their expectation of a fast and reliable service. This rises the customer satisfaction on an overall scale.

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IV) Obstacles faced by new businesses who wish to enter their markets today

One of the main obstacles faced by new businesses is the start-up capital. According to Mr Ng, start-up capital nowadays needs about RM 300, 000 not including the rental of the shop. Apart from that, machines for tire servicing are also quite pricey.

Besides that, new businesses will face with their competitors who have started their business long time ago and also automotive are competitive in Malaysia. Customers usually will visit the workshop with experience worker.

Last but not least, choosing a new location is very important for new business. People would like to go the nearest workshop rather than which is far away from the city. However, the location is at the center of the city, the rental of the shop will be very expensive, which is not affordable for an owner who wish to start a new business.

V) Nature of the Markets

The nature of the markets for the business in Bandar Sunway, E.H. Auto Care Service Centre Sdn. Bhd. and Melaka, Hock Tyre Service Batteries Sdn. Bhd. are oligopoly. This meant that both of the businesses and its rivals are dominating the market in that area. There are a few sellers in the market.

These businesses has their own pricing power. However, they still receive competition from the rivals in the area. Therefore, each decision they make on the pricing of their goods can make a huge impact on the market. There is a mutual dependence between the businesses.

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VI) Similarities and Differences of Both Business

Similarity

E.H Auto Cares Service Centre, Bandar Sunway

Similarities Hock Tyre Services & Battery,Melaka

Automotive Workshop Type of Businesses Automotive Workshop

Family Business Business Establishment Family Business

Largely local and returning customers

Main Consumer & Customer Largely local and returning customers

Commercial Area Location Commercial Area

Corner Lot Shop lot Location Corner Lot

3 Amount of Branches 3

Differences

E.H Auto Cares Service Centre, Bandar Sunway

Differences Hock Tyre Services & Battery,Melaka

27-28 Years (1987/1988) Years of Establishment 27 years (1989)

8 Total amount of staffs 7

High, business is situated in Bandar Sunway “Motorsport”

area, where majority of the stretch of road is Automotive

related business

Competitiveness in Location Little, business basically controls the whole area

~350 Average number of monthly customers

~500

1.8 Million RM Annual Revenue Figure ~7 Million RM

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APPENDIX 3: Comparative Analysis Summary Table

Competitive Traits Business A (Melaka-Based)

Business B (Klang Valley-Based)

1. Number of Competitors (in ranges e.g. 2 to 10, 10 to 50, 50 to 150, etc.)

2 to 4 7 to 10

2. Barrier to Entry (Weak or Strong? Why?)

Weak, many connections that is able to support the

business

Strong barrier, faces stiff competition and high

modal

3. Differentiated or Standardized Products (if differentiated provide 2 to 3 examples)

-Automotive services

-Selling of parts such as tyres and engine oils

-Automotive services

-Selling of parts such as tyres and engine oils

4. Pricing Power (Price Maker or Taker? Why?)

High, Price Maker, Monopolises local area

industry

High, competition is high in local area.

5. Other Characteristics (e.g. Any close product substitutes, mutual dependence, constant advertising)

First distributor of Toyo tyres, relies on Toyo tyres

for advertising

Mutual dependence on business in the area

6. Verdict (Monopoly? Oligopoly? Perfect Competition?)

Oligopoly Oligopoly

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VII) Conclusion of which business is more successful

Based on the comparative analysis, it can be conclude that Hock Tyre Services & Battery in Melaka is more commercially successful compared to E.H Auto Cares Service Centre which is located in Bandar Sunway, Selangor. This is based on our findings through data collected and researching and analysing them.

First off, Hock Tyre Services & Battery has a higher annual revenue figure, with an estimated 7 Million Ringgit compared to E.H Auto Cares Service Centre’s 1.8 Million Ringgit. This could most likely be due to the amount of products that Hock Tyre carry. E.H Auto Cares Service Centre acts more as a regular automotive workshop with certain specialization. Hock Tyre also has a high amount of average monthly customer at 500, compared to E.H Auto’s 350. Another thing that we analysed is the amount of products and services that they provide. Hock Tyre’s carries much more products ranging from sport rims, exhaust pipes and having their own in-house suspension. Whereas E.H Auto mainly provides routine services and common products such as engine overhaul, tyre change and routine engine maintenance.

Saying so, this can be concluded that Hock Tyre Services & Battery is more commercially successful than E.H Auto Cares Service Centre. This statement can be justified with supporting reasons and comparative analysis from our report.

(L-R) Kenneth Tan, Ng Chian Fain, Leong Darren, Goh Jia Jun

(L-R) Ng Sheng Zhe, Joan Lim, Yip Xiao Jun, Luke, Alwin Ng

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Recommendation

After completing the case study, we noticed that these businesses had some limitations that restricted their ability to unleash their full potential in the market. The following are the 2 different recommendations provided for each business.

A) E.H. Auto Care Service Centre Sdn. Bhd. (Bandar Sunway)

I. Competitors

There are a lot of competitors located nearby the shop such as Kakimotor Sdn. Bhd. and GT Auto. Both shops offer the same services, with slightly similar price. The recommendation is for the shop to provide better services with guaranteed quality in order for them to compete with other competitors. You cannot expect that to gain new customers every day. A customer will come back to you if you provide satisfaction to them.

II. Attitude

Every business requires a good attitude towards the customers. Consumers expect fast and nice services, from the workers to the shop owner. E.H. Auto Care has three branches, and it is hard to guarantee that the workers have good attitude towards their customers. Therefore, as a suggestion for the owner, every worker should undergo an interview and gain some feedback of services from the consumers.

B) Hock Tyre Services & Batteries Sdn. Bhd. (Melaka)

I. Technician Issue

They face the issue of lacking of skilled manpower. As Ms. Joan stated, she would love to expand her business but faces the lack of skilled technicians on the market. A suggestion is to hold courses and training programmes to produce their own technicians instead of hiring the limited ones.

II. Location

Each of the branches have their specific targeted customers. The branch that we interviewed mainly focuses on the repair of 4-wheel drive vehicles. During the day of the interview, we went to the branch and had to waste 30 minutes to get to the right place. The recommendation for the shop is the owner should recreate a shop sign with bigger font and nice design. This is to allow customers to notice the shop much more easily.

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AppendicesPhotos: Klang Valley Interview

EH Auto Cares Service Centre

The Klang Valley TeamFrom the left: Kenneth, Mr. Ng, Darren, and Jia Jun

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EH Auto Care service Centre provides and sells many different types of engine oil and car parts

A Car is being serviced by EH Auto Care Service Centres

Contact details:

EH Auto Cares And Services

Address: 24, Jalan PJS 11/7, Bandar Sunway, 47500 Subang Jaya, Selangor, MalaysiaPhone:+60 3-5634 2118

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Photos: Melaka Interview

Hock Tyres Services Sdn Bhd

The Melaka Team

From the Left: Sheng Zhe, Ms. Joan, Yip, How Cyong, Alwin

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Hock Tyres Sells many different brands of tyres

They also sell many other car related stuff such as engine oil and wipers

Contact Details:

Hock Tyres

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Address: Jalan Ttc 13, Taman Teknologi Cheng, 75260 Melaka, MalaysiaPhone:+60 6-336 8189

References

Lim, J. (2015, Jan 7) Personal Interview.

Ng, C.F. (2014, Dec 28). Personal Interview.

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