10. SINGAPORE CHICKEN RICE ( SCR )
• Economy is in a recession, customer prefer to save cost.
• Sugarban is their biggest competitor
- Because they have the same equivalent standard of their operation
- Specialized in selling fried chicken
- Also sells side dishes
- Is one of the famous fast food restaurant in Kuching.
• To compete with their competitors
- Lower down their operation cost, that is to reduce unnecessary
manpower.
- Training and improving their staff productivity to improve their service and
food quality.
• Set their gross profit 50% and above.
11. • Provides more choices of dishes in Malaysia
- Vietnamese, Indonesia and Thai food.
- Can be found in one of their most recent development which is the
Singapore Food Street.
• Nature of the market
- Very oligopoly due to the food types sold.
- There are a variety of foods with different kinds of styles such as oriental
and western.
- The proximity of the locals to the shop plays an important role to regulate
their routine there as a lunch and dinner spot.
12. PROSPERITY BOWL RESTAURANT
• Kar Heong is the only competitor of Prosperity Bowl Restaurant.
- Has 3 branches located in ss14, ss4 and Setia Alam
- Sells mainly chicken rice, kueh tiaw soup and pork balls
• Didn’t care about competitions
- What matters to him is the quality of his food
- Was already interested in the food industry so he is very passionate about
his cooking
- Managed to create his own recipe by using organic chickens
- Also stew his chicken soup for at least 2 hours a day before serving
- By doing so, he can maintained or improve his food quality which his
business will then gain more loyal customers
13. • Would not advertise his business with any cost only if it’s free
• In 2013, The Star Newspaper titled Prosperity Bowl Restaurant as the best
chicken rice in Klang Valley.
- This was a free advertisment offered by the newspaper company
• According to Mr.Khoo, his loyal customers would provide advertisement
for him if he maintain his quality of his food
- As the saying goes, success is the result of perfection, hard work, learning
from failure, loyalty, and persistence
• The only action that he would take to compete with his competitors is to
expand his business by opening the second branch
- Most probably would open end of the year 2016
- Would be operated by a family member of his
• Nature of his market is actually perfect competition
- Because its barrier to entry is weak
- Has only one branch
14. PROSPERITY BOWL RESTAURANT NAME OF SHOP SINGAPORE CHICKEN RICE
Located at SS2. The rental
expense in that any area in
Selangor would actually reduce
the revenue of the business,
which then cause problems in
earning more profit.
The parking space is also limited
at that location. It is usually very
packed with cars and it may
cause jams and inconvenience for
other especially during peak
hours.
Obstacles faced by
new businesses
who wish to enter
their markets
today? Are they
easy or difficult to
overcome?
As stated by the interviewee,
chicken rice is a common and
famous food in East Malaysia.
There are many other chicken rice
business in Kuching which will
increase the competition rates,
which in turn reduces the
profitability of the business.
Since the business has franchises,
it is hard to keep the reputation of
the business intact. To maintain
the reputation, more expenses
will be required to provide
trainings and other services which
will also reduce the amount of
profit earned.
15. COMPARATIVE ANALYSIS SUMMARY
TABLE
COMPETITIVE TRAITS PROSPERITY BOWL
RESTAURANT
SINGAPORE CHICKEN RICE (
KUCHING)
1. Number of competitors 1 Less than 5
2.Barrier to Entry Weak barrier to
entry
Entering the market
of foods and
bevarages in
Subang Jaya is easy
due to a few factors
1. Subang Jaya is a
busy city.
2. Chicken rice is a
common food.
Storing barrier to entry
Entering the market of foods and
beverages in Kuching is difficult
due to few factors:
.
1. Kuching is a small city
2. Many variety of foods.
16. COMPETITIVE TRAITS PROSPERITY BOWL
RESTAURANT
SINGAPORE CHICKEN RICE (
KUCHING )
3. Other Characteristics Prosperity Bowl
Restaurant focus on
the originality of
the chicken rice
recipe.
Also sells Kueh
Tiaw Soup and
other side dishes.
Singapore Chicken Rice has a
variety of dishes with a fusion of
both oriental and western style.
For example, chicken rice,
Cantonese ‘Kuew Tiaw’ ,
Sandwiches, Chicken chop rice
and others.
4. Verdict Perfect
Competition
Oligopoly
17. RECOMMENDATIONS
SINGAPORE CHICKEN RICE PROSPERITY BOWL RESTAURANT
1. Should always maintain their food
quality and make sure it doesn’t not
lose it.
1. Need to open franchise since the
restaurant is already successful. If there
is franchise, the owner should choose a
crowded area to get a better profit and
having lots of royal customer.
2. It should have the air conditioning
service for the customers to have their
meal more comfortably.
3. The owner of Prosperity Bowl Restaurant
should have the mind to expand his
business.
4. Prosperity Bowl Restaurant should focus
on more advertising strategies to
promote his dishes.
