ENGLISH ii EFFECTIVE PUBLIC COMMUNICATION

A TALE OF TWO BUSINESSES – A COMPARATIVE

ANALYSIS OF 2 BUSINESSES OF SIMILAR INDUSTRY

IN DIFFERENT GEOGRAPHICAL LOCATIONS

Group Members

PANG KAI YUNSAM WEI YINNG HUOY MIINTRACE GEW YEELIEW POH KALEE KAILYNLEE SHZE HWAYEO KAI WEN

03198020320364031909703203690320424032027303200530319844

Description of the Furniture Trade in

Malaysia

History of Furniture

Undergone dynamic transformation

2,400 furniture companies

One of Malaysia’s biggest revenue earners

Offers a rich variety of options

Quality designs that suit the lifestyle and taste of different generations

Adopting green manufacturing methods

Incorporate sustainable and chemical free fabrics fibres

Penetrating high end applications

Trade in MAlaysia

DESCRIPTION OF THE BUSINESS

Heng Furnishing

The Curiousity Shop

VS(Penang)

(Kuala Lumpur)

Heng FurnishingLocation

23-E Mk13, Jalan Ayer Itam, 1500, Penang

Heng FurnishingFound in 1973 (42 years)

Founder Yeoh Hun Beng

Named after the owner

Demand from the locals

Passed his business to his son,

Yeoh Tze Xiang

DESCRIPTION• Home base• One branch• 4 employees (locals) • Opens daily from 9am to 9pm

Customers• People who live nearby• Average 30 customers in 1 day• Depends on festive seasons• Annual revenue figure of roughly

RM 800,000.00

Main product and services sold

• Ready made furniture• Interior decoration

• Monopolize the mattress because his father is interested in mattress

Future plan

Sofa

Rectangle Dining Table

Round Dining Table

Bed

Mattress

Cupboard

The Curiousity Shop

No.134, Jalan Sungai Besi, 57100, Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur.

Location

The Curiousity Shop Founded in 2005 (10

years)

Founder Danny Ho and his co-partner

Started this business with their hobby

Name the shop as ''The Curiousity Shop'' because they want the customer to be surprise when they walk into the shop. When there is

a “surprise”, they will be “curious”

DESCRIPTION

• Commercial base• One branch• 2 employees (locals)• Warehouse (Sungai Besi)• Opens from 10am to 10pm daily

Customer• Regular customers• Designer, developers and

restaurants owner• Depends on festive seasons• Break-even condition

Main product and services sold

• Vintage furniture• Decorative objects, lighting, collectable

item, painting and fabric• Provide different services to their

customers such as restoration, recreate, redesign, interior design, mass production, rental and consignment

Future plan• Hope to build a better and stronger

team

Lighti

ng

Collectable Item

Decorative Objects

Painting

Wooden Racker

Sofa

Competitors of Heng Furnishing

Heng Furnishing

Kingkoil Corporation Sdn Bhd

• Incorporate in 1983• The leading

manufacturer and supplier of high quality sleep related products in Malaysia

• Services a network of over 2,000 furniture dealers, interior decorators, hospitals, hostels and hotel chains in addition to the export market

VS

Newton Furnishing & Interior

• Located in Jalan Air Itam

• Produced office furniture

• Services include furniture dealers and retail

Heng FurnishingVS

Dekea Furniture Design Centre

• Located in Jalan Air Itam

• Modern furniture and provide interior design

Heng FurnishingVS

STRATEGY EMPLOYED

PricingService and

product different

❖ Reasonable and affordable

❖ Provides standard service that every furniture shop has such as delivery service

❖ Provide interior design for customers

Strategy Employed

Strategy Employed

Quality of Service

Advertising

❖ Provides very good quality service

❖ Owner very friendly❖ Workers will

communicate with customers and understand their needs and provide advices for customer

❖ Facebook page and official website

❖ Overview of the company

❖ Description of their product

Competitors OF tHE CURIOUSITY SHOP

The Curiousity Shop

Stanzo Collection

• “Stanzo” is an Italian term, which literally means “rooms”

• Retailer• Scandinavian

design and Zen style furniture

• Contemporary lighting

VS

Harvey Norman

• Australia company• A giant provider of

a wide range of Electrical, Computers, Furniture and Bedding products

• Prominent international presence

• Stresses on 4-in-1 concept

The Curiousity Shop VS

Stoolicious

• Located at the lower ground floor of 1 Mont Kiara

• Sells all sort of colourful stool, from adult stools to baby stools

• Baby chair, coffee table, trolley and corner rack

The Curiousity Shop VS

STRATEGY EMPLOYED

PricingService and

product different

❖ Reasonable comparing to others furniture shop that sell vintage furniture

❖ Provides a lot of service such as as restoration recreate, redesign, interior design, mass production, rental and consignment to customers

❖ Decorative objects, lighting, collectable item, painting and fabric

Strategy Employed

Strategy Employed

Quality of Service

Advertising

❖ Provides excellent quality service. The owner and his partner treat their customer with respect with interacting with them in a friendly way

❖ Listen and understand what their customers want and need

❖ Facebook page and official website

❖ Uses facebook to interact with their followers. They will create special events and limited-time promotions and invite their followers, and it helps them to grow their fan base

Comparative Summary(Difference)

DifferenceHeng Furnishing Differences The Curiousity Shop

1973 When it was founded 2005

Yeoh Hun Beng Founder Danny Ho

1 Number of Founder 2

Demand of localWhat prompted to start

this businessHobby

Heng Furnishing is located in a double storey

building at Jalan Ayer Itam, Penang

Location

The Curiousity Shop is located in a commercial building at Mont Kiara,

Kuala Lumpur

Eight hundred thousandRM 800 000

Annual Revenue Figure Break even

Heng Furnishing Differences The Curiousity Shop

0Number ofwarehouse

1, at Sungai Besi near HELP University

4 Number of employees 2

Around 30 Number of customer -

People live nearbyWho are the customers

Designer, developers and restaurants owner

6 Number of competitor 3

9am-9pm Business Hour 9am-7pm

Difference

Heng Furnishing Differences The Curiousity Shop

Mattress Future Plan Build a strong team

Modern furniture Type of Product

Vintage furniture, decorative objects, lighting, collectable item, painting and

fabric

Services and quality StrategyDifferent product and

services

Home base Business Operation Commercial

Difference

Comparative Summary(Similarity)

Similarity

Heng Furnishing Similarities The Curiosity Shop

0 Number of branches 0

Furniture Main Product Sold Furniture

Lead by the owner Leader Lead by the owner

Depends on season Best Seller Depends on season

CONCLUSION

Heng Furnishing more commercially successful• Established earlier• Long-term customers who live nearby• Sell modern furniture• Longer business hour• Pricing is reasonable

Obstacle faced by new business

Publicity Customers

Location

Nature of the MarketPerfect competitive • No barriers to entry• New firms can enter and exit the

market freely• No pricing power

RecommendatioN

Heng Furnishing

•Provide private parking for the customers

- No parking at the roadside- Parking in front of the shop is

always full- Prepare private parking

- Walkway is very narrow the shop is full of furniture

- The shops look very messy because there is too many furniture inside and it is not organize

- The signboard of the shop is quite small and hardly visible

- Expand their shop so they can display their

furniture neat and tidy

Heng Furnishing•Expand their shop

The Curiousity Shop

•Do more advertising about the shop.

- Located at a corner inside of the highest floor of the shopping mall

- Exposure of the shop is very low

- Lack of advertisement and publicity

- Very few people in the shopping mall

- Advertising and publicity can be taken another further step through mass media such as newspaper and television

The Curiousity Shop•Rearrange all product based

on categories.- Does not arrange their furniture

properly- Looks very messy and unorganized- Hard for the customers that are

searching for the specific category- Arrange all the products based on

categories.- This will make the shop look tidy and

neat- Easier for the customer to search the

products they are looking for

Reference• N.Gregory, M, (2007), 14, In Principle Of

Economics (4th ed.,pp. 289-309). Thomson higher education.

• Manser, J. (1994). 9. In Economics: A foundation course for the built environment (pp. 84-86). London: E & FN Spon

• MARADE. (n.d.). Furniture. Retrieved from http://www.matrade.gov.my/en/foriegn-buyers-section/69-industry-write-up--products/621-furniture. Accessed on 14 May 2015.

• Aronson, J. (1965). The encyclopedia of furniture (3rd ed.). New York: Crown.

•Hiew, J., & Yap, J. (2008). INTERIOR SPACE. MY HOME INTERIOR AND IDEAS.

• Tang, T. (2011, May 1). Nature comes home (D. Tan, Ed.). Eco Chic, 58-87.

• The 73 by Heng Furnishing. (n.d.). Retrieved from http://www.the73.com/content/home/index/site:the73-link:1427. Accessed on 29 April 2015.

Reference• Morley, J. (1999). A history of furniture (1st ed.).

Bulfinch Press.•Furniture Design History. (n.d.). Retrieved May 30, 2015, from http://www.onlinedesignteacher.com/furniture_design/furniture_design%20history.html

• The 73 by Heng Furnishing. (n.d.). Retrieved from http://www.the73.com/content/home/index/site:the73-link:1427. Accessed on 29 April 2015.

• The Curiosity Shop. (n.d.). Retrieved from http://thecuriousitygallery.blogspot.com/. Accessed on 10 May 2015.

• D.Ho (Personal communication, May 13, 2015)• TX.Yeoh (Personal communication, May 2, 2015)

Thank You !