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RESEARCH REPORT
CONFECTIONERY WHOLESALE BUSINESS
Butterworth , Penang & Kepong, Selangor .
COVER PAGE
SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL AND BUILT
ENVIRONMENTS
A TALE OF TWO BUSINESSES
A COMPARATIVE ANALYSIS OF CONFECTIONERY
WHOLESALE BUSINESSES IN PENANG AND KLANG
VALLEY
LAU WEI LING
0315389
PRINCIPLES OF ECONOMICS (FNBE 0153)
FNBE JULY 2013 INTAKE
LECTURER: MR. CHANG JAU HO
TABLE OF CONTENTS
0
CONTENTS
KEY SUMMARY 1
DESCRIPTION OF THE HISTORY OF THE TRADE 2
BRIEF BIO OF THE BUSINESSES 3
COMPARITIVE ANALYSIS OF THE BUSINESSES' COMPETITIVE TRAITS 7
RECOMMENDATION 17
REFERENCE 19
APPENDICES 20
KEY SUMMARY
Page 1
For the final assignment of 3 subjects, we were assigned to conduct a research to
compare two similar businesses in two different geographical areas which are Penang and
Klang Valley. After discussed among the group members, we decided to compare the
confectionery wholesale businesses in Butterworth, Penang and Kepong, Selangor. The
wholesale company we had interviewed in Penang is Heap Leong Enterprise Sdn. Bhd. while
the company we had interviewed in Kepong is Hoy Yung Trading Sdn.Bhd. After the research
and analysis of the two businesses, we concluded that Heap Leong Enterprise Sdn.Bhd would
be a more commercially successful company than Hoy Yung Trading Sdn.Bhd due to their
larger business scale and annual revenue.
DESCRIPTION OF HISTORY OF THE TRADE
Page 2
Wholesale businesses play an important role in the marketplace. This business sells
goods or merchandise to other retailers and consumers. Wholesaler buys the goods from the
manufacturers and resells them at increased prices to earn profits. This happens because most
of the retailers or consumers are not able to purchase the sufficient amount of goods from the
manufacturers due to their businesses scale and storage capacity. Therefore, the wholesalers
will usually have a large amount of retail clients.
The transportation network created by the railroads towards the middle of the 19th
century was a quite a big impetus to wholesale trade around the world. Chicago became the
center of the wholesale trade due to the large amount of rail lines located over there. The city
was home to many trade products such as timber from Wisconsin, agricultural products, live
stocks, drugs, dry goods and hardware.
However, some external forces began to work against the wholesale industry toward
the end of 19th
century. . Populist movements such as the National Grange argued that farmers
were being gouged for the difference between their selling prices and what their goods fetched
on city exchanges, and they fought for regulations on the fees charged by the railroads and
warehouses (‘‘Wholesale Background’’, n.d.).
Nonetheless, wholesale industry will still continue the trade with their clients in the
future. The industry will keep on developing as long as there are still demands from small
retailers, small-scale companies and consumers.
BRIEF BIO OF THE BUSINESSES
Page 3
Heap Leong Enterprise Sdn. Bhd.
The wholesale business that we interviewed in Penang is called Heap Leong
Enterprise Sdn. Bhd. It is located at No.4827-C, Tingkat Mak Mandin 5, Kawasan Perusahaan
Mak Mandin, 13400 Butterworth, Penang. The interviewee, Tan Hooi Leong is the owner of
the wholesale company. Heap Leong Enterprise Sdn. Bhd is the only company Mr. Tan owned.
The company does not have any other branches.
The business was founded in February, 1984 as a sole trader company by Mr. Tan
and his wife. It was founded because of the influenced of Mr. Tan’s father since Mr. Tan’s
BRIEF BIO OF THE BUSINESSES
Page 4
father were involved in this field too. Therefore, Mr. Tan started to help his father with his
business since he was little. His interest towards the business grew years by years, so he
decided to set up a wholesale business on his own.
Mr. Tan’s company is selling products which are focusing on biscuit confectionery.
Their customers are located all over Peninsula Malaysia. As such, their customers are mainly
confectionery shops, wholesalers and minority of van operators.
Recently, the company has moved from rented a storage house to a larger warehouse
that located nearby. Thus, the company has owned the land and the premise. Besides, there are
more space available in the new building to store the stocks and this has expanded their
business scale. The annual revenue of the business gained is within 15millions to 18millions,
while it was started with a capital of RM150, 000.
BRIEF BIO OF THE BUSINESSES
Page 5
Hoy Yung Trading Sdn. Bhd.
The other wholesale company that we had interview is Hoy Yung Trading Sdn. Bhd.
which located in Kepong. The current address is No.563, Jalan E3/5, Taman Usaha Ehsan,
Kepong, 52100 Selangor. The interviewee is Mr. Seng Chu Soon who is the owner of the
wholesale company. The business does not have any other branches. Hoy Yung Trading is the
only company of the business.
BRIEF BIO OF THE BUSINESSES
Page 6
Links to video about brief bio: http://youtu.be/bfwOUHBmC5U
Their main products are candies and confectionery. Hoy Yung Trading is providing
products to their customers who are mostly confectionery wholesalers and some van vendors.
Their business customers are from East Malaysia.
The business was founded in 1989, by Mr. Seng Chu Soon and the other 5 business
partners. However, Mr. Seng is the only one who was in charge of the operation and
management of the business. 10 years later, Mr. Seng bought the full ownership of the business
from the other stockholders. According to Mr. Seng, they founded the business because it was
the only better way to make a good living since they did not receive much education back then.
Besides, Mr. Seng decided to be involved in this field because he had some marketing
experiences in this industry since he worked as a salesman before he founded his current
business.
Recently, the business has bought some properties to gain profits at faster rate.
According to the owner, if the property is bought at the correct timing, the profit might be
double up in a short period. The annual revenue of the business is about 6 million, while the
capital of the business was RM120, 000.
COMPARITIVE ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ NUMBER OF COMPETITORS ]
Page 7
Every company and business has their own competitors. The competitions are high for
the wholesale market in Penang and Kepong. For Penang wholesale market, there are at least
42 competitors and to be specific, there are 19 competitors in Butterworth approximately.
While in Selangor, there are about 120 competitors in the market, specifically in Kepong, there
are at least 37 competitors. The Hoy Yung Trading will experiences greater competition as they
would have to compete with companies from Kuala Lumpur, Johor and even some companies
from East Malaysia.
The top 3 competitors for Heap Leong Enterprise are Hup Seng Sdn Bhd, Tan Lean
Hong Sdn Bhd and Ooi Beng Huat Sdn Bhd.
As for Hoy Yung Trading, they did not mention about the competitors. However, the
possible competitors are TLS Trading Sdn Bhd, NCM Food - Malaysia Biscuit, Cookies &
Confectionery Supplier and Dnd Marketing Sdn Bhd.
ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ BRIEF BIO OF THE TOP COMPETITORS]
Page 8
Links to video about comparative analysis: http://youtu.be/sgx5IJ2Z05c
Heap Leong Enterprise
Hup Seng Sdn Bhd
Hup Seng Sdn Bhd was established in 1958, the company operates in three segments, the
biscuits manufacturing segment, the beverage manufacturing segment and the trading division
segment. The trading division is in the business of sales and distribution of biscuits,
confectionery and other foodstuff. There are famous with their biscuit and mostly their
customers have a strong brand loyalty towards their products.
Tan Lean Hong Sdn Bhd
Tan Lean Hong Sdn Bhd was established in 1973, it located at Lorong Mak Mandin 2,
Butterworth.
ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ BRIEF BIO OF THE TOP COMPETITORS]
Page 9
Ooi Beng Huat Sdn Bhd
Ooi Beng Huat Sdn Bhd was established in 1983 and has become
one of Malaysia leading chocolates confectioneries, wafer biscuits, candy and snack
manufactures. It located at Jalan Ong Yi How, Butterworth.
Hoy Yung Trading
TLS Trading Sdn Bhd
TLS Marketing Sdn Bhd is located in Lot 1453, Section 66, KTLD, Jalan Kemajuan, Bintawa
Industrial Estate, 93450, Kuching, Sarawak. It is also known as Teck Lee Seng. It is considered
as one of the largest importer and distributor in East Malaysia. It began as a family business in
the year of 1968 and had a product range, which included fast moving consumer goods, both
food and non-food, covering Sabah and Sarawak. TLS Marketing Company has 5 branches
which covered around both Sarawak and Sabah (Profile, n.d.).
ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ BRIEF BIO OF THE TOP COMPETITORS]
Page 10
DnD Marketing Sdn Bhd
DnD Marketing Sdn Bhd is located in 214, Jalan Bukit Desa 9, Taman Bukit Desa, Kepong,
Kuala Lumpur, 52100 Malaysia. It is a wholesale supplier of tropical fruits, dessert, pastry, and
durian fruit. It was established in 2000. It was self-developed under government control and
archieve its satisfactory (‘‘NCM food- Malaysian Food and Beverage Store, n.d.). . It acts as a
trading company, distributor or wholesaler. The employee number is around 5-10 people.
NCM Food - Malaysia Biscuit, Cookies & Confectionery Supplier
ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ BRIEF BIO OF THE TOP COMPETITORS]
Page 11
NCM Food Sdn Bhd is located in NO. 9, Jalan 8/32, Taman Jinjang Baru, Off Batu 6, Jalan
Kepong, Kepong 52000, Kuala Lumpur. It was established in 1989. Products can be found in
Indonesia, Vietnam and some parts of Asia. The company has registered the unique trademark
which is "Pally Pally" (with the meaning of friendly friendly) for easier remember and
distinguish by consumers (‘‘Company Introduction’’, n.d.). It is a manufacturer of buscuits,
cookies, chewing gum, beans, and cakes. It also acts as distributor and supplier. The number of
employee is around 50-100 people. NCM food supplies snacks and biscuits from well-known
brands such as Cadbury, Munchy’s, Mentos and Julie’s.
ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ BRIEF BIO OF THE TOP COMPETITORS]
Page 12
HEAP LEONG ENTERPRISE
i) To compete with the competitors, Heap Leong Enterprise would provide good and
efficient service to their retailers and suppliers as well. By doing so, it will leave a
good impression on them so they will continue to deal with Heap Leong Enterprise.
ii) Heap Leong Enterprise would also establish and maintain good connection with
people. By having a lot of connection and good relationship with the others, Heap
Leong Enterprise could gain a lot of advantages when competing with the
competitors. The clients would prefer to deal with Heap Leong Enterprise due to
their relationship.
HOY YUNG TRADING
i) The price range of their product is generally low and reasonable compared to other
wholesale companies in Kepong area. They keep their prices low to attract more
customers since the competition is high around the area.
ii) This company would provide good services to the customers. They would always
ensure the products are in good condition when delivered to the clients.
iii) They also provide fast and accurate delivery service for their customers.
iv) Hoy Yung Trading always maintains good long term relationship with their clients
so that they can deal the business without any difficulties.
COMPARITIVE ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ DIFFICULTY AND OBSTACLE WHEN ENTERING THE MARKET ]
Page 13
HEAP LEONG ENTERPRISE
According to Mr. Tan, it was not easy to enter the wholesale market for Heap Leong
Sdn. Bhd years ago. One of the main reason is that large capital was needed to start the
business. When Mr. Tan started the business, RM150, 000 was required for the business to
operate. Apart from that, it was hard at first because it required good connection with people be
it the retailers or the suppliers for the company to operate smoothly. Various competitors have
already existed before the establishment of Heap Leong Enterprise. Therefore, the company did
not have many clients during the first few years.
HOY YUNG TRADING
It was not that hard when Mr. Seng, the owner of the Hoy Yung Trading started his
career as he had experience in sales and marketing. Not only that, he had enough capital to start
up his business since there were six shareholders including Mr. Seng to provide the money. Mr.
Seng was the one who mainly in charge of the business operation. However, there were not
many customers at first since the company was just newly established. Besides, there were
customers with bad ethical that were in default of payments. Mr. Seng also encountered
problem with premise rental as the landlord wanted to increase the rent. Therefore, the business
was moved to the current location since Mr.Seng refused to rent the place with an increased
price.
COMPARITIVE ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ COMPARITIVE ANALYSIS SUMMARY TABLE]
Page 14
The confectionary wholesaler market for the wholesaler in the region of Penang and
Kepong has an oligopoly type of market structure. A market with an oligopoly structure has a
few numbers of large firms where the ease of entry to the market is not that easy. They can sell
products that are differentiated or homogeneous. With the slightly better pricing power, an
oligopoly wholesaler tends to have positive long run profits. Below are the proofs of such
characteristics in Penang and Kepong.
In Penang, there are 32 wholesalers firm where only a few of them are the large ones.
On the other hand, there are at least 37 wholesalers firm that located in Kepong area which
some of them are large firms too.
The market sells different types of products in order to compete with its competitor.
Firms like Heop Leong Sdn. Bhd. will find suppliers for products they had in mind to sell.
Since it can be either a differentiated or a homogeneous product, the firm can either sell the
product at a price as they have some control over it or the firm would just sell the products at its
fixed price. For example, Hoy Yung Trading Sdb. Bhd. that sells toys and foods can be either
increase the price to be higher or lower so that they can would not loss any income and increase
profit in the business. However, due to oligopoly are constantly competing with each other,
they will not increase their price too much as the oligopoly can replace each another.
As oligopolies are price setters, the firms have the tendency to affect the price strategy
of the product market. These firms can perpetuate a long term profits as the barriers are slightly
stronger.
COMPARITIVE ANALYSIS OF THE BUSINESSES’ COMPETITIVE TRAITS
[ COMPARITIVE ANALYSIS SUMMARY TABLE]
Page 15
COMPARATIVE ANALYSIS SUMMARY TABLE
COMPETITIVE
TRAITS
HEAP LEONG
ENTERPRISE
HOY YUNG
TRADING
Numbers of
Competitors (Specific
geographical area)
About 19 competitors
About 37 competitors
Competition Moderate. Competitors from
West Malaysia only.
High. Competitors from K.L.,
Johor and East Malaysia.
Barrier to Entry High, requires a lot of capital,
requires a lot of people
connection, various competitors
already existed
Medium , has experiences, has
enough capital
Type of products Differentiated. Some biscuits
only can be found in that
company.
Differentiated. Flavors and type
of snacks. Candies and chocolate,
biscuits and snacks.
Pricing power Slightly higher. Large amount
of stocks provide customer
efficient service.
Low. Strong competition. The
marginal profit is low.
Strategies to Compete Efficiency, good service, good
relationship with people
Low pricing, good service, long-
term relationship with clients
Annual Revenue 16-18million approximately
6million approximately
Workers 11 workers
4 workers
Verdict Oligopoly
Oligopoly
CONCLUSION
Page 16
Based on the analysis, Heap Leong Enterprise Sdn. Bhd in Penang would be the more
commercially successful business than Hoy Yung Trading Sdn. Bhd. This is because the
competition in Penang is lower than Selangor. The huge competition in Selangor has caused
Hoy Yung Trading to lose plenty of customers since the customers have many choices in
choosing the wholesale company.
Secondly, Heap Leong Enterprise Sdn Bhd is considered as more successful is because
of its geographical market.Heap Leong Enterprise Sdn. Bhd has larger business scale. Heap
Leong Enterprise covers larger business area than Hoy Yung Trading. Heap Leong Enterprise
deals business with clients in East and West Malaysia while Hoy Yung only deals with clients
located in East Malaysia. Heap Leong also can save a lot of transportation fees as their stocks
are mainly delivered around Peninsula Malaysia while Hoy Yung would need to fund some
expenses on their delivery service across the ocean.
Apart from that, Heap Leong Enterprise has a larger annual revenue figure which is
around 17million while Hoy Yung Trading earns lesser, around 6million a year. Therefore,
Heap Leong Enterprise Sdn.Bhd is considered as the more commercially successful business.
RECOMMENDATION
Page 17
Links to video about recommendation: http://youtu.be/onBHQTC-t-k
Heap Leong Enterprise Sdn. Bhd.
The customer range of Heap Leong Enterprise is small. The confectionery products are
mainly distributed to confectionery shops. The other customer types like retail store, grocery
store and supermarket are not included as the main customers of the company. Therefore, the
company’s business scale is quite limited. We recommend that Heap Leong Enterprise to
expand their customers range to other business categories that are mentioned above instead of
just dealing with the current customers.
I would also advise Heap Leong Enterprise to find new products for their company. As
he mentioned that the manufacturer will automatically find Heap Leong Enterprise to help them
to distribute their products, I recommend them to create a website that could help them to
increase their publicity to compete with their competitors. Besides, it would be better if they
could take the first step to try to find manufacturer for new products. This is because they might
lose some differentiated products that are supplied only to a wholesale company if they did not
take the initiative.
Hoy Yung Trading Sdn. Bhd.
The number of employees of Hoy Yung Trading is quite insufficient. For now, there
are only a total of four people including the owner himself working in the company. Thus, the
RECOMMENDATION
Page 18
workload of each person is high since he have to be in charge of several tasks while working.
Our recommendation is that the company to employ more workers to hold different job
positions. By having job specialisation, employees are able to focus on their job and show
better job performances.
Apart from that, Hoy Yung Trading trade areas are limited. The company only trades
with clients in East Malaysia instead of including Peninsula Malaysia into their business areas.
The profit made is limited since they do not trade with clients located outside of East Malaysia.
As mentioned by the owner, their businesses are considered as sunset industry as the prices of
products between East and West Malaysia are standardizing by the government. They should
focus more on the local market. Other than that, their marginal profit is relatively low as their
expenses are higher and they provide lower price to their customer. We recommend that Hoy
Yung Trading to expand their trade areas to Peninsula Malaysia or neighbour countries such as
Thailand, Brunei and Singapore.
Page 19
References
About us. (n.d.) Retrieved 1 June 2014 from NCM Food website:
http://www.ncmfood.com.my/aboutus.asp
Company Introduction.(n.d.) DND Marketing Sdn Berhad. Retrieved 1 June 2014 from:
http://leongks52.fm.alibaba.com/
Profile. (n.d.) Retrieved 1 June 2014 from HotFrog website:
http://www.hotfrog.com.my/Companies/NCM-Food-Malaysia-Food-and-Beverage-
Store_205427
Profile. (n.d.) Retrieved 2 June 2014 from Ooi Beng Huat Food Ind Sdn Bhd website:
http://www.dashyou.com/obhfood/
Personal interview in person
Structure: Seng, C. S. (2014, May 21). Personal interview.
Personal interview in person
Structure: Tan, H. L. (2014, May 16). Personal interview.
Wholesale. (n.d.) Vault Career Intelligence. Retrieved 24 May 2014 from
http://www.vault.com/industries-professions/industries/wholesale.aspx
Page 20
Appendices
Page 21
Page 22
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Page 24
Page 25
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Interviewee Information
Company Information
Heap Leong Enterprise Sdn. Bhd
4827-C, Tingkat Mak Mandin 5,
Kawasan Perusahaan Mak Mandin,
13400 Butterworth, Penang.
Tel 04- 3315352
Email [email protected]
Company Information
Hoy Yung Trading Sdn. Bhd.
No.563, Jalan E3/5,
Taman Usaha Ehsan,
52100 Kepong, Selangor.
Tel 03-62763650
Email [email protected]
INTERVIEWEE 1
NAME : TAN HOOILEONG
POSITION : OWNER OF
COMPANY
INTERVIEWEE 2
NAME : ALAN LOW
POSITION: LONG FRIEND OF MR. TAN
TEL : 012-5705080
EMAIL : [email protected]
-
INTERVIEWEE 1
NAME : SENG CHU SOON
POSITION : OWNER OF
COMPANY
APPENDICES [ PHOTOS ]
Page 27
Heap Leong Enterprise
Company premise
Storage Area
APPENDICES [ PHOTOS ]
Page 28
Hoy Yung Trading
Business premise
Storage area
APPENDICES [ PHOTOS ]
Page 29
A variety of products supplied by Hoi Yung Trading company.
Group photo with Mr. Seng
APPENDICES [ MINUTE ]
Page 30
MINUTES OF THE MEETING 1
DATE: 4 May 2014
TIME: 12pm – 2pm
VENUE: Facebook group
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Lim Chin Yi Monday 11am-1pm Leader
Lau Wei Ling Monday 11am-1pm Member
Patricia Kong Monday 11am-1pm Member
Goh Yen Nee Monday 11am-1pm Member
Siew John Loong Monday 11am-1pm Member
Azalia Eliany Bt Alias Monday 11am-1pm Member
NO. ACTIVITY ACTION TAKEN BY
1. Discussion about business industry to be chosen.
-Made a list of different kinds of business can be found in
Penang and Klang Valley.
-Chosen kopitiam as our business.
Decision made by voting by
everyone.
2. Find and contact possible kopitiam to be interview.
-Search through online about information of kopitiam in
Penang and Klang Valley.
- Chong Kok kopitiam and Pakliko Kopitiam as first choice.
Goh Yen Nee
3. Interview Question Written
-The interview question is written by Patricia initially.
-Suitable questions to be asked is suggested by everyone.
Patricia
APPENDICES [ MINUTE ]
Page 31
MINUTES OF THE MEETING 2
DATE: 9 May 2014
TIME: 9pm – 10 pm
VENUE: Facebook group
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Lim Chin Yi Monday 11am-1pm Leader
Lau Wei Ling Monday 11am-1pm Member
Patricia Kong Monday 11am-1pm Member
Siew John Loong Monday 11am-1pm Member
NO. ACTIVITY ACTION TAKEN BY
1. Discussion about interview of kopitiam.
-John decided to go to survey the kopitiam in Klang
Valley on the next day.
Siew John Loong
2. Discussion about changing the business industry if the
Kopitiam rejects.
-Wei Ling suggested finding hotels that have more than
10 years history to interview.
-Cindy also suggested finding confectionery industry.
Everyone looks for shops and
company related.
APPENDICES [ MINUTE ]
Page 32
MINUTES OF THE MEETING 3
DATE: 10 May 2014
TIME: 8pm – 10pm
VENUE: Facebook group
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Lim Chin Yi Monday 11am-1pm Leader
Lau Wei Ling Monday 11am-1pm Note Taker
Patricia Kong Monday 11am-1pm Member
Goh Yen Nee Monday 11am-1pm Member
Siew John Loong Monday 11am-1pm Member
Azalia Eliany Bt Alias Monday 11am-1pm Member
NO. ACTIVITY ACTION TAKEN BY
1. Decided to contact the hotel after the next day
-Azalia wrote a formal email to the hotels.
-We decided if the hotel did not give a reply, we will contact
them by phone.
Azalia
2. Decided to contact the confectionery supplier the next day
-Cindy contacts the supplier by phone.
Lim Chin Yi
3. Decided to record the interview
-Patricia will record the interview in Penang while John will
record for the one in Klang Valley
Patricia, Goh Yen Nee
and John Siew
4. Edited the interview questionnaire
-Added the personal details form into the interview and print it
out.
Wei Ling
5. Decided who to go to the interview and arrange the interview. Everyone
6. Decide task for everyone to do during the interview.
-Interview
-Record
-Taking note
Everyone
MINUTES OF THE MEETING 4
APPENDICES [ MINUTE ]
Page 33
DATE: 25 May 2014
TIME: 2pm – 3pm
VENUE: Library Discussion Room
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
Lim Chin Yi Monday 11am-1pm Leader
Lau Wei Ling Monday 11am-1pm Note Taker
Patricia Kong Monday 11am-1pm Member
Goh Yen Nee Monday 11am-1pm Member
Siew John Loong Monday 11am-1pm Member
Azalia Eliany Bt Alias Monday 11am-1pm Member
NO. ACTIVITY ACTION TAKEN BY
1. Divide the report task to each member. Lim Chin Yi
2. Post the video and picture to Facebook group. Patricia and John
3. Decide to translate the interview video. Wei Ling
4. Decide to compile the report Lim Chin Yi
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