english ii assignment 2 research report
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NO. NAMES PRESENTATION/ RESEARCH REPORT ROLES
1." Irynna"Annuar" Key"Summary"
2." Ricco"Soh"Zheng"Wei"Introduction"&"Description"of"the"
history"of"the"business"
3." Tan"Ze"Zheng" Brief"description"of"the"business"
4." Kan"Sook"San"Comparative"analysis"of"the"
businesses’"competitive"traits"
5." Tan"Wen"Hao" Recommendations"
SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN FOUNDATION IN NATURAL & BUILT ENVIRONMENT
PRESENTATION"TITLE""""""":OPTICAL"SHOP""
"
GROUP"MEMBERS"""""""""""""""":""
SUBJECT""""""""""""""""""""""""""""""""""":"ENGLISH"II"(ELG30605)"
"
LECTURER""""""""""""""""""""""""""""""":"CASSANDRA"WIJESURIA"
"
SUBMISSION"&""
PRESENTATION"DATE""""""""":15"JANUARY"2015"(THURSDAY)"
3"
Table of Contents
" "
No. Title Page no.
1." Artistic"cover" 1"
2." Cover"page" 2"
3." Table"of"contents" 3"
4."Key"Summary"
"4"
5." Description"of"the"history"of"the"business" 8[9"
6." Brief"description"of"the"business" 10[12"
7." Comparative"Analysis" 13[21"
8." Recommendations" 22[23"
9." Biblography" 24"
10." Appendices" 25[36"
11." References" 37"
4"
4.Key Summary "
""This"report"consists"of"our"findings"and"a"report"on"two"different"optical"shops;"Carin"
Optical"Centre"in"Ipoh"and"Elegant"Vision"Sdn."Bhd."in"Selangor."The"description"of"the"
history" of" the" business" was" included" in" this" report." The" managers" of" the" respective"
shops" gave" us" an" insight" of" the" times" when" the" business" was" just" starting;" their"
motivations" and" their" cruxes" and" their" glory" days." This" report" also" includes" the"
comparative" analysis" of" both" the" optical" shops." Based" on" our" observations," we" have"
recommended"different"strategies"for"a"better"business"for"both"the"shops."This"report"
is"a"compilation"of"all"the"members’"work.""
4.1 Location
" "
Carin Optical Centre Address:"27,"Lorong"Taman"Sebelas,"Taman"
Pertama,"30100"Ipoh,"Perak."
Tel:"05[5281014"
Elegant Vision Care Sdn. Bhd. Address:)"No."23,"Jalan"SG3/1,"Taman"Sri"Gombak,"68100"Batu"Caves,"Selangor"D.E."
Tel:"03[61878768""
5"
4.2 The Team
Name:"Ricco"Soh"Zheng"Wei"
Task:"History"Of"Business"
Name:"Kan"Sook"San"
Task:"Comparative"Analysis"
Name:"Tang"Ze"Zheng"
Task:"Brief"Description"of"Business"
Name:"Tan"Wen"Hao"
Task:"Recommendation"
Name:"Irynna"Annuar"
Task:"Key"Summary"
6"
4.3 The Assignment
As"a"group"we"were"to"select"and"research"on"two"businesses"within"the"same"industry."
The"assignment"will"focus"on"comparative"research"between"the"two"businesses."In"our"
case," it" is"a"comparison"between"two"optical"shops."An" interview"was"conducted"with"
the" manager" of" each" shop" to" get" an" exclusive" insight" on" the" business." With" the"
information"extracted"from"the"interview,"our"findings"are"to"be"shown"in"a"report"and"
in"a"verbal"presentation."
4.4 The Research Questions
1."When"was"the"business"founded?"
2."Who"are"the"key"founders?"
3."What"prompted"the"founders"to"starts"this"business?"
4."What"are"you"main"products?"
5."Who"are"the"customers?"
6."What"is"the"business’"annual"revenue"figure?"
7."How"many"branches"offices/stores"do"you"have"(if"applicable)?"
8."Can"you"provide"us"a"brief"history"of"your"business"and"its"most"recent"
developments?"
9."Do"you"have"any"competitors?"Who"are"they?"
10."Is"the"business"constantly"facing"strong"competition"from"other"competitors?"
11."How"much"capital"is"required"to"start"this"business?"What,"if"any,"specialized"field"of""
knowledge"do"you"need"to"run"this"business?"
12."Generally,"do"you"feel"it"is"easy"or"hard"to"start"this"market?"Why?"
13."How"do"you"compete"with"your"competitors"i.e"what"strategies"do"you"employ"to"
divert"customers"away"from"your"competitors?"
14."How"often"do"you"release"a"new"product?"
15."Are"your"prices"decisions"strongly"affected"by"your"competitors?"
7"
4.5 Methodology
4.5.1 Data Collection""
As"a"group"consisting"of"five"members,"we"set"out"to"Ipoh,"Perak"to"interview"the"first"
optical" shop," Carin" Optical" Centre" at" Taman" Pertama." The" manager" agreed" to" an"
interview" one" week" prior" to" our" visit." His" agreement" was" accompanied" by" one"
condition,"which"was"disallowing"the"interview"to"be"video[recorded."As"compensation,"
he"allowed"the"interview"to"be"audio[recorded."One"of"our"members"asked"the"above"15"
questions"in"his"mother"tongue,"Cantonese,"and"he"answered"them"cooperatively." "His"
answers"were"written" down" and" later" translated" into" English." At" Elegance" Care" Sdn."
Bhd.,"the"manager"allowed"the"interview"to"be"video[recorded."The"same"15"questions"
were"asked,"this"time"in"Mandarin,"which"was"the"mother"tongue"of"the"manager."The"
answers"were"also""written"down"and"translated"into"English.""
"
4.5.2 Data Presentation
The"product" of" the" culmination" of" two" separate" interviews"was" to" be" presented" as" a"
well[written" report" and" a" verbal" presentation." The" subtopics" of" the" report" were"
appropriately"rationed"out"to"each"of"to"group"members"to"be"researched"further"for"a"
better" grasp" of" the" given" task." The" delegation" of" duties" is" to" ensure" the" equality" of"
responsibility" between" the" members." After" the" completion" of" the" report," the"
summarization"of"information"was"done"to"enable"us"to"narrow"down"the"content"to"be"
placed" in" the" Power" Point" presentation." As" the" presentation" was" completed," the"
members"rehearsed"to"ensure"that"the"flow"of"our"presentation"is"seamless.)
8"
5.Description of the history of business """Spectacles"business"is"a"kind"of"business"where"provides"optic"checkup"for"customers"
and"sell"spectacles,"sunglasses"and"contact"lenses."The"spectacles"industry"in"Malaysia"
grows"by"leaps"and"bounds"year"by"year.""
"""
To"Malaysian," wearing" a" pair" of" spectacles" is" no" longer" a" pain" because" it"makes" the"
wearer"less"attractive."Fashion"savvy"choose"to"wear"glasses"even"they"do"not"have"any"
vision" impairments." They" feel" that" glasses" make" them" look" better." Beside" fashion,"
sunglasses"are"used"by"wearer"to"protect"their"eyes"from"ultra"violet"ray."Due"to"whole"
years" of" summer" in" Malaysia," sunglasses" became" popular" to" Malaysian." People" are"
willing" to" spend" even" more" than" a" thousand" ringgit" for" a" sunglass." The" spectacles"
industry" in"Malaysia" is"sizzling"with"opportunity"as"consumers"become"more"fashion[
conscious."
"""
Although" Malaysia" experienced" slightly" slower" economic" growth" in" 2013," eyewear"
enjoyed"stronger"value"growth"than"during"2012"due"to"the"rising"incidence"of"myopia"
being"identified"among"Malaysians,"which"is"encouraging"them"to"purchase"eyewear"as"
a"corrective"measure."In"addition,"various"other"reasons"such"as"the"prevailing"weather"
conditions" also" motivated" more" Malaysian" consumers" and" tourists" to" purchase"
eyewear"products"such"as"sunglasses"for"protection"from"UVA"and"UVB"light."
""
"Malaysia" shows" strong" demand" and" a"marked" preference" for" contact" lenses" such" as"
clear" lenses," cosmetic" lenses"and"colour" lenses"during"2013."Contact" lenses"can"come"
many" kind" of" types" design" and" colours." Contact" lenses" are" sold" widely" throughout"
Malaysia," through" distribution" channels" such" as" optical" goods" stores" including" Focus"
Point," MOG" Eyewear" and" England" Optical," with" constant" promotional" events" lifting"
demand" for" these" products." More" on" that," new" and" innovative" contact" lenses" also"
helped"to"stimulate"demand"for"contact" lenses"among"Malaysia"Malaysian"consumers."
Many"Malaysian"are"switching"away"from"spectacles"to"contact"lenses"as"contact"lenses"
9"
are" invisible"and"considered" to"be"more"hygienic."Contact" lenses" took"a" step" towards"
becoming"more"popular"than"spectacles"during"2013""
"
""""""Eyewear" in"Malaysia" is" a" highly" fragmented" consumer" goods" industry"with" a" high"
number" of" international" players" competing." International" groups" such" as" Bausch" &"
Lomb" Inc," Hoya" Corp," Safilo" Group" SpA" and" Luxottica" Group" SpA" are" all" active" in"
Malaysia" through" the" marketing" of" products" under" brands" such" as" Hoya," Soflens,"
PureVision" and" Oakley," among" many" others." The" high" number" of" brands" as" well" as"
private" label" has" led" to" stiff" competition" between" the" various" retailers" and" brands,"
which" in" turn"has" led" to" a" price"war." Thus," discount" sales" and"promotional" activities"
were"frequently"used"by"Malaysian"retailers"to"tempt"customers"to"purchase"eyewear"
in"Malaysia"during"2013."
""Optical" shops" operated" under" brands" such" as" Focus" Point" and" England" Optical"
continued"to"lead"sales"of"eyewear"in"Malaysia"during"2013."Malaysian"consumers"still"
tend"to"prefer"to"visit"optical"goods"stores"when"looking"to"purchase"eyewear"such"as"
spectacles"and"contact"lenses"due"to"the"wide"variety"of"products"which"are"available"in"
these" types" of" outlets." In" addition," all" optical" goods" stores" operating" in"Malaysia" are"
equipped"with" certified"opticians"who"are" trusted" to"provide"professional" advice"and"
opinions"on"the"appropriate"eyewear"for"each"individual"consumer."Other"distribution"
channels"such"as"department"stores"comprised"only"a"minimal"proportion"of"eyewear"
sales"in"2013,"mainly"in"sunglasses."The"presence"of"chained"optical"goods"stores"also"
increased"in"Malaysia"in"2013"due"to"the"high"awareness"of"these"retail"brands"among"
Malaysian"consumers."
"
Our"group"decided"to"venture"the"city"of"the"Silver"Valley"of"Ipoh."Firstly"Ipoh"has"tons"
of" optical" businesses" running" over" there." We" are" going" to" compare" between" a" very"
successful"business"and""not"so"successful"business"selling"the"same"product.""
10"
6.Description of the business 6.1 Carin Optical Centre
Optic" Carin" has" been" established" since" 1985," located" at" Taman" Pertama," Ipoh." The"
founder"of"Optic"Carin"is"Lau"Tat"Foo."He"has"been"operating"this"business"for"almost"30"
year." He" started" this" business"when" he"was" only" 25" years" old." The" business" expand"
exuberantly"to"6"branches"in"2000."He"passed"away"when"he"was"only"50"years"old"due"
to"heart"attack."Optic"Carin"has"been"passed"down"to"his"eldest"son"in"his"their"family"
but"recently"over"the"year"business"hasn't"been"that"great"for"them"last"year."Business"
has"been"bad"for"them"in"the"year"2014"due"to"their"past"history"that"has"occurred"in"
the"late"2010."
"
In"early"2010"their"business"had"experience"a"major"down"fall"where"they"had"to"close"
their" business" for" almost" 6" months" due" to" the" other" shop" lot" beside" it" that" had"
experience"short"circuit"which"lead"into"a"fire."The"fire"had"affected"their"shop"lot"and"
they"had"to"close"down"for"half"a"year"due"to"renovations."This"had"made"their"business"
almost"bankrupt,"where"they"had"to"close"2"shop"lots"out"of"6"shop"lot"that"they"had"in"
order"to"save"their"company."Currently"their"having"only"4"branches"which"are"located"
in"Taman"Desa"Kencana,"Taman"Sebelas,"Taman"Shatin"Baru"and"Taman"Ipoh"Jaya."
Optic" Carin" are"mainly" selling" spectacles" frame," spectacles" lenses" and" contact" lenses."
They" also" provide" other" services" such" as" repairing" spectacles," power" check," and"
consultation."Regularly"twenty"customers"per"day."Most"of"their"customer"are"age"40[
60"years"old"and"most"of"their"races"is"Chinese"and"Indian."
"
They" started" this" business" because" they" Lau" Tat" Foo" grandfather" were" selling"
spectacles" also" during" the" late" 1950's." His" grandfather" closed" down" the" business" at"
1954" due" to" financial" problems." Lau" Tat" Foo" has" the" motive" to" start" his" own" optic"
business" to" continue" the" family" business." He" decided" to" reopen" the" business" with" a"
whole"new"name"and"logo"to"start"new"and"fresh."
11"
6.2 Elegant vision care
After"we"came"back"from"Ipoh,"we"decided"to"conduct"the"second"interview"of"optical"
shops" in"vicinity"of"Klang"Valley."Thorough"group"discussions" led"us"to"conducting"an"
interview"with"a"optical"shop"manager"who"is"an"acquaintance"of"one"of"our"member’s"
mother.""
"
Located"at"Sri"Gombak,"the"group"set"out"to"interview"the"manager"of"Elegant"Care"Sdn."
Bhd." The" manager" was" generous" enough" to" allow" us" to" video[record" the" whole"
interview."A"total"of"15"questions"were"asked"in"his"mother"tongue,"Mandarin,"without"
any"difficulty.""
"
A" wide" range" of" information" was" gained" from" the" interview," considering" that" the"
duration" was" barely" five" minutes." We" grasped" that" Elegant" Care" Sdn" Bhd" has"
established"since"1992"and"has"5"branches"around"the"Selangor"and"Kuala"Lumpur"area"
up" to" date." Approximately" 20" employees" are" recruited," including" the" managers" and"
owner."The"staple"products"of"Elegant"Care"Sdn"Bhd"are"spectacles"and"contact"lenses.""
"
Meow"Leong"Inn,"the"owner"of"Elegant"Care"Sdn"Bhd"established"his"business"in"1992."
Before"the"commencement"of"the"business,"he"worked"as"a"stock"trader."After"earning"
sufficient" capital," a" staggering" amount" of" RM" 150,000," he" bought" a" shop" lot" in" Sri"
Gombak"and"finally"started"an"optical"business.""
"
Sunglasses"are" their"prime"sellers"of" the"store"as" to" they"come" in"a"variety"of"designs"
and" brands." Moreover," they" provide" sunglasses" customization" services." Besides" that,"
they"also"provide"optical"checkup"for"free"to"their"customers"that"have"purchased"their"
products."An"estimation"of"300"customers"visit"the"shop,"this"comprises"of"regular"and"
irregular"customers."
"
"
12"
"
According"to"Meow"Leong"Onn,"the"motivating"force"that"pushed"him"to"launch"Elegant"
Care"Sdn."Bhd."was"the"fact"that"his"siblings"are"operating"businesses"of"the"same"field."
His"decision" to" follow"them"was"based"on"his"siblings’"guarantee"on"giving"assistance"
with"the"newly"opened"business."Elegant"Care"has"plans"to"open"one"more"branch"in"Sri"
Gombak," on" the" condition" that" the" rental" of" the" shops" is" within" their" budget" range."
Meow"Leong"Onn"also"stated"his"wishes" to" integrate"his"business"with"his"siblings’" to"
establish"a"family"corporation."
13"
7. Comparative Analysis of the Businesses’
Competitive Traits"
Item) Carin)Optical)Shop) Elegant)Vision)Care)Sdn)Bhd)
"
i."Competitors"
"
There"are"three"competitors"in"
the"area:"
["V2"Optical"Shop"
["O"Two"Optical"Shop"
[Taylor"Optic"Optical"Shop"
["Malaya"Optical"Shop"
"
"
There"is"one"competitors"in"
the"area:"
["Optical"88"Sdn"Bhd"
"
ii."Brief"
Descriptions"of"
Competitors"
"
1."Taylor"Optical"Shop"
["Located"at"opposite"Carin"
Optical"Shop."
["The"shop"is"smaller"and"it"
looks"unattractive."
["The"prices"are"the"cheapest"
among"the"competitors."
["The"style"of"spectacles"that"
they"sell"is"outdated."
["Least"favourite"among"locals."
"
2."V2"Optical"Shop"
["Located"at"the"same"row"as"
Carin"Optical"Shop."
["The"shop"is"big"and"spacious."
"
1."Optical"88"Optical"Shop"
["Located"at"the"opposite"of"
the"shop."
["Interior"decoration"of"the"
shop"is"modern"and"fancy."
["The"price"of"spectacles"sold"
is"expensive"but"there"are"
numerous"choice"to"choose."
["Age"of"the"main"customer"
range"from""25"to"35"year"old."
14"
["The"prices"are"reasonable"and"
affordable."
["The"quality"of"the"spectacles"
is"average."
["Favourites"among"the"
residents"of"the"area."
["Strongest"competitor"
"
3."O"Two"Optical"Shop"
["Located"behind"the"shop."
["The"shop"is"slightly"
unhygienic."
["The"prices"are"cheap"and"
affordable."
["The"service"of"the"shop"is"
ineffective"and"the"employees"
are"not"enthusiastic."
"
4."Malaya"Optical"Shop"
["The"logo"of"the"shop"caught"
everyone's"attention."
["The"interior"design"is"fun"and"
glamorous."
["The"prices"are"slightly"pricey."
["The"employees"are"
enthusiastic"and"helpful."
["Favourites"among"the"young"
adults."
"
"
15"
"
"
"
iii."Strategies"to"
compete"with"
the"competitors;"
"
"
"
"
["The"shop"is"located"
strategically"where"there"are"
many"people"pass"by."
["The"prices"are"cheaper"and"
affordable."
["Provide"effective"and"quality"
service"to"the"customers."
["During"the"fruit"season,"
sometimes"they"will"free"some"
fruits"if"you"purchase"their"
products."
["Giving"discounts"to"the"
customers."
["Selling"good"quality"
spectacles"at"cheaper"prices."
["The"choices"of"spectacles"are"
suitable"for"every"class"of"
customer"such"as"kids,"
teenagers,"adults"and"senior"
citizen."
["The"owner"looks"at"the"
bright"side"of"the"competitors"
where"they"can"learn"from."
For"example,"the"way"they"
treat"the"customers"and"the"
types"of"spectacles"they"sell."
["The"employees"must"be"
friendly"to"the"customers."
["The"employees"must"dress"
up"uniformly"to"show"that"
they"are"professional."
["Giving"discounts"to"the"
customers."
["Advertised"via"word"of"
16"
mouth."
["Featured"on"the"internet."
iv."How"
successful"are"
they?"
Initially,"there"are"six"branches"
in"Ipoh,"Perak."But"two"of"the"
branches"shut"down"due"to"the"
failure"of"business"planning."So,"
there"are"four"remaining"
branches"still"running."
"
Four"branches"are"opened"in"
Selangor"and"Kuala"Lumpur."
The"business"of"the"four"
branches"still"running"well."
"
v."Obstacles"
faced"by"the"new"
businesses"
"
There"are"too"many"optical"
shops"in"Ipoh."For"example,"
there"could"be"more"than"three"
optical"shops"in"a"row"of"shop"
lots."Furthermore,"most"of"the"
customers"will"stick"to"their"
favourite"optical"shop"as"they"
could"get"more"discounts"
compared"to"the"unfamiliar"
new"shop."
"
Before"the"new"businesses"
come"into,"the"owner"and"the"
employees"must"have"a"
certain"knowledge"on"
optician."They"also"have"to"be"
qualified"to"get"licence"on"
selling"proper"spectacles"
lenses"with"power"and"
contact"lenses."
"
"
vi."Nature"of"the"
market"
Perfective"Competitive"
Carin"Optical"Shop"faces"many"
strong"competitors."The"prices"
change"as"other"competitors"
"
A"lot"of"youngsters"and"adults"
wear"unique"designed"
17"
are"selling"almost"the"same"
prices."
spectacles"as"an"accessories."
Elegant"Vision"Care"has"to"
grab"their"attentions"and"
understand"what"is"the"latest"
trend"to"survive"in"the"game."
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18"
7.1 Similarities of two businesses "
"
"
"
"
"
"
"
"
Carin"Optical"Shop"
"
"
Similarities)
"
Elegant"Vision"Care"Sdn"
Bhd"
"
Spectacles"and"contact"lenses"
"
Main)products)sold)
"
"
Spectacles"and"contact"lenses"
"
"
4"branches:"
["Bercham"
["Taman"Pertama"
["Taman"Shatin"Jaya"
["Taman"Ipoh"Jaya""
"
)
)
Current)branches)
"
"
"
4"branches:"
["Medan"Batu"Caves"
[""Klang"
["Bandar"Sri"Damansara"
["Bandar"Puchong"Jaya"
"
"
3"to"4"employees"(At"least"two"
experienced"optician)"at"each"
branches.""
"
"
)
Employees)
"
4"to"5"employees"(At"least"two"
experienced"optician)"at"each"
branches."
"
Reasonable"and"affordable"
"
Prices)
"
"
Reasonable"and"affordable"
"
10am"to"8pm"
"
Business)Hour)
"
10am"to"8pm"
"
"
Locals"only,"the"residents"of"that"
area"
"
"
Targeted)market)
"
Locals"only,"the"residents"of"that"
area"
19"
7.2 Differences of two businesses "
"
Carin"Optical"Shop"
"
"
Differences)
"
Elegant"Vision"Care"Sdn"Bhd"
"
Mr."Lau"Tat"Foo,"the"founder"of"
Carin"Optical"Shop,"the"shop"was"
established"since"1985,"located"at"
Taman"Pertama,"Ipoh."His"
grandfather"had"a"spectacles"
business"during"the"late"1950s."
Due"to"financial"problem,"the"
business"was"forced"to"close"
down."Mr."Lau"had"the"motive"to"
continue"family's"business."At"the"
age"of"50,"he"passed"away"due"to"
heart"attack."The"business"has"
been"passed"down"to"his"eldest"
son."
"
"
)
)
)
)
)
)
Founder)and)History)
"
"
Mr."Meow"Leong"Inn,"the"founder"
of"Elegant"Vision"Care"Sdn"Bhd,"
he"was"a"stock"trader"before"he"
start"the"business."He"was"
strongly"influenced"by"his"
brother"and"sister"spectacles"
business."He"started"this"business"
at"1992"after"he"earn"enough"
capital"to"buy"a"shop"in"Sri"
Gombak."
"
Carin"Optical"Shop"is"located"at"a"
residential"area"shop"lots"in"Ipoh,"
Perak."Many"commercial"
activities"occur"in"that"area.""
"
"
Address:""
27,"Lorong"Taman"Pertama"11,"
Taman"Pertama,""
30100"Ipoh,"Perak."
"
"
"
)
)
)
)
)
)
Location)
)
"
Elegant"Vision"Care"Sdn"Bhd"is"
located"in"Batu"Cave,"Selangor."
A"place"where"is"strongly"
influenced"by"Hindu"religious."
Therefore"most"of"the"people"in"
that"area"are"Indians."
Address:"
23,"Jalan"SG"3/1,""
Taman"Sri"Gombak,"
68100"Batu"Caves,"Selangor"D.E."
"
"
20"
"
"
"
"
" "
"
Operated"by"the"owner."As"there"
are"more"branches,"staff"are"
hired."Each"branch"has"a"sales"
manager"and"at"least"two"
opticians."
"
)
)
Business)Operation)
)
"
Operated"by"the"owner"and"his"
partner."There"are"some"
functional"departments"in"this"
company"such"as"financial"and"
accounting"department"and"HR"
department."
"
Over"20"customers"per"day."Most"
of"the"customers"are"Indian"and"
Chinese."
"
"
)
Number)of)customers)
"
Over"30"to"40"customers"per"day."
Customers"come"from"different"
races"and"ages."
"
"
["Advertised"via"word"of"mouth."
["Distribution"of"informative"
flyers."
"
"
Advertising)Media)
"
["Featured"on"the"internet."
"
Provide"choices"of"spectacles"that"
are"favored"by"most"of"the"
customers."
"
)
)
Combating)Competition"
"
Do"researches"on"other"countries'"
optical"shop"businesses"that"are"
successful."Explore"more"unique"
designed"spectacles."
"
"
Maintain"the"business."
"
Future)Plan)
"
Expand"the"business"by"opening"
more"branches"in"whole"
Malaysia."
"
21"
7.5 Conclusion
"According"to"the"analysis"that"we"made,"these"two"businesses"are"two"completely"
different"in"terms"of"successfulness.""Both"of"the"businesses"are"selling"the"same"
product"which"is"spectacles"frame,"spectacles"lenses"and"contact"lenses."
"In"the"end"both"businesses"do"have"some"similarity"in"terms"of"the"brand"and"type"of"
material"of"spectacles"that"their"selling."The"only"different"is"the"selling"price"that"they"
are"selling"the"spectacles.""
"""
Carin"Optical"shop"gives"a"more"old"type"of"spectacles"which"are"not"really"up"to"trend"
like"our"spectacle"that"we"are"using"today."While"on"the"other"hand"for"Elegant"Vision"
Care,"they"provide"spectacles"which"are"up"to"date"today,"their"more"on"alert"in"terms"of"
fashion"in"Malaysia"and"around"the"world.""
"""
Based"on"both"businesses,"their"location"selection"are"also"two"different"environment,"
for"Carin"Optical"shop,"their"location"they"chose"is"a"more"quiet"like"base"home"town,"
slow"paste"area"really"peaceful"and"quiet"environment,"explains"a"lot"on"their"
unsuccessful"business,"but"for"Elegant"Vision"Care"their"location"that"they"chose"is"a"
more"lively,"which"is"at"Kuala"Lumpur."It's"one"of"the"most"strategic"locations"because"it"
is"the"one"of"largest"market"in"the"whole"Malaysia."The"area"is"a"more"fast[paced"where"
everybody"is"in"a"hurry"expects"the"very"best"for"their"hard"earn"income."It's"rather"a"
busier"and"crowded"place.""
"""
A"person"from"Kuala"Lumpur"will"definitely"will"not"want"to"buy"Carin"type"of"specs"
because"in"the"area"that"they"are"working"a"living"at"is"a"more"modern"and"up"to"trend"
fashion."They"wouldn't"want"to"wear"something"old,"they"would"rather"prefer"to"wear"
and"buy"something"new"and"up"to"trend"in"the"modern"society"today.""
"
22"
The"different"in"terms"of"successfulness"is"huge"between"these"two"businesses,"with"
both"selling"the"same"thing"but"different"fashion."Carin"faces"4"competitors"around"its"
area"selling"spectacles"also.""One"of"the"reasons"to"poor"business"planning."""
All"in"all,"both"are"still"selling"the"same"product"but"just"the"type"of"fashion"that"are"
selling,"one"is"up"to"date"and"one"is"not,"big"in"contras"and"of"both"businesses."The"
optical"business"in"Ipoh"is"inferior"compared"to"Malaysia"as"a"whole.""
23"
8. Recommendations Based" on" our" findings" and" research" on" background" of" both" optical" shops,"we" have"proposed"several"recommendations"for"further"improvement"on"their"competitiveness"
in"the"future.""
"
"
8.1 Carin Optical Shop "
Possible"Area"of"improvement" Recommendations"
The"interior"and"the"branding"of"
shop"branches"
The" interior" and" the"branding"of" the"branches"has"
been"the"same"since"it's"opening."Hence,"changing"in"
logo," name" card," and"new" interior" of" the" branches"
give" freshness" to" old" customer" groups" and" draws"
new" customer" groups" as" well." By" introducing"
modern"elements,"the"shops"will"definitely"increase"
their"income."
Regularity"on"the"visionary"
product"sold"
The" company" can" bring" in" new" lens" technologies"
such" as" bifocals," transition" lens" so" to" compete"
against" other" optical" shops" with" its" diversity" of"
product."
Stagnant"income"of"the"shop"
branches"
The" shop" has" experience" recession" due" to" low"
income" and" increased" rental." Advertising" is"
advisable" such" as" giving" out" flyers," introduce" new"
products" and" having" series" of" promotions" from"
time"to"time."
"
"
24"
"
"
"
"
8.2 Elegant Vision Care Optical Shop
"
Possible"Area"of"improvement" Recommendations"
Pricing"of"the"product"
The" optical" products" sold" are" normally" highly"
priced." Promotions" should" be" done" regularly" in"
order" to" draw" bespectacled" clients," such" as" buy" 1"
free"1"or"second"at"50%"discount"promotion."
Technologies"used"in"the"shop"
The" machines" used" to" help" optometrist" conduct"
examinations" are" outdated." All" the" machines"
should"be"updated"or"replaced"with"state[of[the[art"
technologies," some" suggestion" includes"
professional" Ultrasonic" Eyeglass" Cleaner" and"
Automated"Eye"Testing"Equipment."
Air"–"condition"of"the"shop"
The"atmosphere"of" the"shop" is"stuffy"due" to" faulty"
air[conditioners." " The"mangers" should" install" new"
air[conditioners"to"ensure"that"the"environment"of"
the"shop"stay"well"ventilated."
"
"
"
"
"
"
"
"
25"
"
10. Bibliography
a. Directory.stclassifieds.sg,"(2015)."Elegant"Vision"Care"Sdn"Bhd"Malaysia,"Optical,"Search"Result"for"Elegant"vision"care"sdn"bhd"["STDirectory.."[online]"Available"at:"
http://directory.stclassifieds.sg/malaysiadirectory/elegant+vision+care+sdn+bh
d/businesslisting/89965/"[Accessed"2"Jan."2015]."
"
b. Businesslist.my,"(2015)."Elegant"Vision"Care"Sdn"Bhd"(Kuala"Lumpur,"Malaysia)."[online]"Available"at:"http://www.businesslist.my/company/20992/elegant[
vision[care[sdn[bhd"[Accessed"2"Jan."2015]."
"
c. Businesslist.my,"(2015)."Pusat"Optik"Carin"(Ipoh,"Malaysia)."[online]"Available"at:"http://www.businesslist.my/company/20931/pusat[optik[carin"[Accessed"2"Jan."
2015]."
"
d. Hotjobs2u.com,"(2015)."CARIN"OPTICAL"GROUP"SDN."BHD."["Company"Details."[online]"Available"at:"http://www.hotjobs2u.com/details/company/2088/"
[Accessed"2"Jan."2015]."
"
e. Directions,"E."(2015)."Map$of$Elegant$Vision$Care$(Optical$Stores),$Batu$Caves,$Kuala$Lumpur$|$Driving$Direction$to$Elegant$Vision$Care$(Optical$Stores),$Batu$Caves,$Kuala$Lumpur."[online]"asklaila."Available"at:"http://my.asklaila.com/map/Kuala%20Lumpur/Batu+Caves/Elegant+Vision+Ca
re/aBGwv2EN/"[Accessed"3"Jan."2015]."
"
f. Elegant"Vision"Care"Sdn"Bhd,"K."(2014)."Elegant$Vision$Care$Sdn$Bhd,Kuala$Lumpur$BAqil$Pages."[online]"Aqil"Pages."Available"at:"http://www.aqilpages.com/listings/elegant[vision[care[sdn[bhdkuala[lumpur/"
[Accessed"3"Jan."2015]."
"
g. Malaysia"PanPages,"(2015)."Optical$Shops$B$Malaysia$PanPages."[online]"Available"at:"http://panpages.my/categories/my11148[optical[
shops/listings?page=195&per_page=10&sort=asc"[Accessed"3"Jan."2015]."
"
h. My.simapages.com,"(2015)."Elegant$Vision$Care$Sdn$Bhd$B$Optical$Shops$B$Malaysia$Online$Business$Directory|$Malaysia$Business$Directory|$Malaysia$Local$Business$Directory."[online]"Available"at:"http://my.simapages.com/Elegant[Vision[Care[Sdn[Bhd[54271.html"[Accessed"3"Jan."2015]."
"
i. Vessta.com,"(2015)."Vessta.com$B$CARIN$OPTICAL$GROUP$SDN.$BHD.."[online]"Available"at:"http://vessta.com/en/1000875949[CARIN[OPTICAL[GROUP[SDN.[
BHD..html"[Accessed"3"Jan."2015]."
26"
11. Appendices 11.1 Photos of interview
11.1.1 Carin Optic Shop
Exterior"of"the"shop" Glass"panel"of"the"shop"
Contact"lens"cleaning"solutions"sold" Display"window"of"the"shop"
Some"of"the"glasses"sold" Our"group"mates"interviewing"
the"manager"
27"
Group"photo"with"the"manager"and"employees"
Competitor 1: O Two Optic shop Competitor 2: V2 Optic shop
Competitor 3: Taylor Optic shop Competitor 4: Malaya Optic shop
28"
11.1.2 Elegant vision care Sdn Bhd
Exterior"of"the"shop"
Some"of"the"glasses"sold"
Display"panel"of"the"shop" Eye"examination"machine"service"
Interior"of"the"shop"
29"
Competitor: Optical 88 Sdn Bhd
Photo"with"manager"of"the"shop"
30"
11.2 Document 11.2.1 Interview notes
11.2.2 Namecard
Front"
Front"
Back"
Back"
Carin)Optic)Shop)
Elegant)vision)care)Sdn)Bhd)
31"
11.2.3 Q&A Result )Carin)Optic)Shop)"
1. Q:)When)was)the)business)founded?)
A:""It"was"founded"in"the"year"1985."
2. Q:)Who)are)the)key)founders?)
A:"My"father,"Mr."Lau"Tat"Foo"
3. Q:)What)prompted)the)founders)to)starts)this)business?)
A:"My"father"was"an"optician."He"has"always"wanted"to"own"a"optic"shop"so"after"
he"graduate,"he"borrowed"money"from"few"of"his"friends"and"start"up"this"
company."
4. Q:)What)are)you)main)products?)
A:"Spectacles"and"contact"lens.""
5. Q:)Who)are)the)customers?)
A:"Most"of"them"are"Chinese,"and"the"rest"would"be"indian."They"are"mostly"
within"the"age"group"30"["40"
6. Q:)What)is)the)business’)annual)revenue)figure?)
A:""Around"RM"200K"
7. Q:)How)many)branches)offices/stores)do)you)have)(if)applicable)?)
A:"We"have"4"branches"up"to"date,"this"is"the"main"office"(Taman"Pertama)"
8. Q:)Can)you)provide)us)a)brief)history)of)your)business)and)its)most)recent)
developments?)
A:"The"company"introduce"Transitions"lens"technology"from"UK"in"2012"and"
draw"lots"of"new"customers"and"hence"increase"the"income."
9. Q:)Do)you)have)any)competitors?)Who)are)they?)
A:"Yes,"they"are"3"more"optic"shops"around"this"area."They"are"O"Two"Optic"Shop,"
V"2"Optic"Shop,"Taylor"Optic"Shop"and"Malayan"Optic"Shop"
)))))
)
)
32"
)10.)Q:)Is)the)business)constantly)facing)strong)competition)from)other)
competitors?)
A:"Yes,"especially"from"O"Two"Optic"Shop,"they"have"more"spacious"and"newly[
renovated"interior"of"the"shop"which"draw"customers"to"their"shop."V"2"hop"has"
always"been"competing"their"prices"with"ours."And"the"rest"is"established"just"few"
years"ago."
)))))11.)Q:)How)much)capital)is)required)to)start)this)business?)What,)if)any,)
specialized)))field)of))knowledge)do)you)need)to)run)this)business?)
"""""""""""A:"RM"200K,"you"need"to"have"fixed"customer"and"quality"of"service"to"run"this"
business."
)))))12.)Q:)Generally,)do)you)feel)it)is)easy)or)hard)to)start)this)market?)Why?)
""""""""""""A:"It’s"always"hard"to"survive"in"this"industry."There"are"more"and"more"optic"
shop"open"up"and"they"are"all"selling"the"same"thing."You"really"need"to"be"different"to"
draw"your"customers."
)))))13.)Q:)How)do)you)compete)with)your)competitors)i.e)what)strategies)do)you)
employ)to)divert)customers)away)from)your)competitors?)
"""""""""""""A:""We"will"have"Buy"1"Free"1"promotion"at"the"end"of"the"year"and"giving"out"
discount"coupon"to"outsiders."
))))14.)Q:)How)often)do)you)release)a)new)product?)
""""""""""""A:""Just"last"year"our"company"introduce"the"bifocal"lens"which"attracts"a"lot"of"
customer"which"is"mostly"senior"citizen."
))))15.)Q:)Are)your)prices)decisions)strongly)affected)by)your)competitors?)
""""""""""""A:"No,"our"price"will"go"according"to"the"market"value"
33"
Elegant)vision)care)Sdn)Bhd))1. Q:)When)was)the)business)founded?)
A:"It"was"founded"in"year"1992"
2. Q:)Who)are)the)key)founders?)
A:"I’m"one"of"the"founder"(Meow"Leong"Onn)"
3. Q:)What)prompted)the)founders)to)starts)this)business?)
A:"My"brother"and"sister"is"doing"the"same"business"20"years"ago,"so"I"decided"to"
follow"their"footstep"and"began"my"optometrist"career"then"open"my"own"shop."
4. Q:)What)are)you)main)products?)
A:"spectacles"and"contact"lens"
5. Q:)Who)are)the)customers?)
A:"55%"Malay,"40%"Chinese"and"5%"Indian"retrieved"from"2014"business"report."
(Youngest"customer"being"8"years"old"with"oldest"being"80"years"old)"
6. Q:)What)is)the)business’)annual)revenue)figure?)
A:""
7. Q:)How)many)branches)offices/stores)do)you)have)(if)applicable)?)
A:"There"are"5"branches"up"to"date""
8. Q:)Can)you)provide)us)a)brief)history)of)your)business)and)its)most)recent)
developments?)
A:"We"started"this"company"in"1992"and"
9. Q:)Do)you)have)any)competitors?)Who)are)they?)
A:"We"have"one"major"competitor"just"right"across"the"road,"Optical"88"Sdn"Bhd"
)))))10.)Q:)Is)the)business)constantly)facing)strong)competition)from)other)
competitors?)
A:""Not"exactly."Our"company"started"many"years"ago"and"our"customers"have"
been"loyal"to"us."
""")))
)
)
34"
))))))11.)Q:)How)much)capital)is)required)to)start)this)business?)What,)if)any,)
specialized)field)of)knowledge)do)you)need)to)run)this)business?)
"""""""""""A:"When"I"enter"this"business,"the"capital"to"open"a"optic"shop"is"RM"150K."Before"
that,""the"prerequisite"was"to"have"a"license"from"MOA"(Malaysia"Optical"Association)"to"
own"the"shop"and"to"become"an"licensed"optician"as"well.""
)))))12.)Q:)Generally,)do)you)feel)it)is)easy)or)hard)to)start)this)market?)Why?)
""""""""""""A:""At"first,"it"was"hard"because"we"have"no"fixed"customer"and"we"experience"
economy"recession."But"year"after"year,"we"have"customers"patronize"our"shop"and"
people"around"the"area"recognize"our"brand."
)))))13.)Q:)How)do)you)compete)with)your)competitors)i.e)what)strategies)do)you)
employ)to)divert)customers)away)from)your)competitors?)
"""""""A:"The"pricing"of"our"product"is"slightly"lower"than"Optical"88,"and"we"will"have"
promotion"from"time"to"time"to"attract"both"old"and"new"customers."
)))))14.)Q:)How)often)do)you)release)a)new)product?)
"""""""A:"Not"fixed."Depends"on"the"market"and"visionary"technologies."
"""""15.)Q:)Are)your)prices)decisions)strongly)affected)by)your)competitors?)
"""""""A:"No,"our"pricing"must"be"kept"the"same"every"time"to"ensure"our"customer"come"
back"to"us."
) )
35"
11.3 Minutes of the meeting Meeting)1)"
Date:) 23/12/2014"
Time:) 2P.M."to"5P.M."
Venue:) Taylor’s"Univerity"Library"
" "
Names)Of)Group)Members) Tutorial)Group) Role) Attendance)
Irynna"Annuar" Thursday" Key"Summary" Present"
Ricco"Soh"Zheng"Wei" Thursday"
Introduction"&"Description"
of"the"history"of"the"
business"
Present"
Tan"Ze"Zheng" Thursday"Brief"description"of"the"
business"Present"
Kan"Sook"San" Thursday"
Comparative"analysis"of"the"
businesses’"competitive"
traits"
Present"
Tan"Wen"Hao" Thursday" Recommendations" Present"
No." Activity" Action"Taken"By"
1."
Introduction"–"We"looked"into"the"brief"and"
understand"the"requirement"for"the"project."
Ricco,"the"group"leader"gave"a"job"division"to"
every"of"us"
Ricco"Soh"Zheng"Wei"
2."
We"decide"to"interview"optic"business"and"did"
research"on"optic"business"in"Malaysia"and"
suggest"the"shops"to"interview"
Tan"Wen"Hao"
Irynna"Annuar"
"
3."We"set"our"schedule"(the"interview,"next"
meeting,"progress"to"show…)"for"this"project"Kan"Sook"San"
4."We"discuss"on"the"video"and"the"interview"
question"Tan"Ze"Zheng"
36"
"
Meeting)2)"
Date:) 2/1/2015"
Time:) 10P.M."to"1P.M."
Venue:) Taylor’s"Univerity"Library"
Names)Of)Group)Members) Tutorial)Group) Role) Attendance)
Irynna"Annuar" Thursday" Key"Summary" Present"
Ricco"Soh"Zheng"Wei" Thursday"
Introduction"&"Description"
of"the"history"of"the"
business"
Present"
Tan"Ze"Zheng" Thursday"Brief"description"of"the"
business"Present"
Kan"Sook"San" Thursday"
Comparative"analysis"of"the"
businesses’"competitive"
traits"
Present"
Tan"Wen"Hao" Thursday" Recommendations" Present"
No." Activity" Action"Taken"By"
1."We"sort"out"the"footage"and"photos"of"the"
interview"and"started"to"do"video"
Irynna"Annuar"
Tan"Ze"Zheng"
2."
We"gather"the"information"and"translate"the"
interview"Q&A"from"Chinese"to"English"(Owner"
is"Chinese)"
Tan"Wen"Hao"
"
3."Touch[up"on"description"and"history"of"
business"Ricco"Soh"Zheng"Wei"
4." Touch[up"on"Comparative"analysis"
"
Kan"Sook"San"
"
37"
Meeting)3)"
Date:) 5/1/2015"
Time:) 2P.M."to"6"P.M."
Venue:) Taylor’s"Univerity"Library"
Names)Of)Group)Members) Tutorial)Group) Role) Attendance)
Irynna"Annuar" Thursday" Key"Summary" Present"
Ricco"Soh"Zheng"Wei" Thursday"
Introduction"&"Description"
of"the"history"of"the"
business"
Present"
Tan"Ze"Zheng" Thursday"Brief"description"of"the"
business"Present"
Kan"Sook"San" Thursday"
Comparative"analysis"of"the"
businesses’"competitive"
traits"
Present"
Tan"Wen"Hao" Thursday" Recommendations" Present"
No." Activity" Action"Taken"By"
1." Finishing"on"video" Irynna"Annuar"
2."Finishing"on"recommendation"and"arranging"of"
report"
Tan"Wen"Hao"
"
3." Finish"on"description"and"history"of"business"Ricco"Soh"Zheng"Wei"
Tan"Ze"Zheng"
4." Finishing"on"Comparative"analysis"
"
Kan"Sook"San"
"
38"
12. References
a. Carin,"P."(2015)."Pusat$Optik$Carin$B$Optical$Shops$in$Perak."[online]"Iw.yoolk.com."Available"at:"
http://iw.yoolk.com/?alias_id=my71624&theme=business_vcard"[Accessed"5"
Jan."2015]."
b. My.simapages.com,"(2015)."Elegant$Vision$Care$Sdn$Bhd$B$Optical$Shops$B$Malaysia$Online$Business$Directory|$Malaysia$Business$Directory|$Malaysia$Local$Business$Directory."[online]"Available"at:"http://my.simapages.com/Elegant[Vision[Care[Sdn[Bhd[54271.html"[Accessed"5"Jan."2015]."
c. WEI"LIANG,"TAN."(2007)."SPECTACLE"AND"DISPLAY:"SETTING"THE"TERMS"
(Malysia"Edition)."Art$History,"30(4),"pp.475[480."d. Malacara,"D."(1990)."Selected$papers$on$optical$shop$metrology."Bellingham,"
Wash.,"USA:"SPIE"Optical"Engineering"Press."
e. Munan,"H."and"Foo,"Y."(2002)."Malaysia."New"York:"Benchmark"Books.,"pp."123[125"
f. The"Star,"(2014)."Optical"coherence"tomography"deals"with"retinal"eye"diseases"
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