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A Comparative Analysis of 2 Businesses of Similar Industry in Different Geographical Locations

Dessert Business Shop

Key Summary• Assigned to conduct a comparative research. • Decided to compare two desserts shops.

-(Haraju Cube & Sweet Hug House)• Haraju Cube : Empire Damansara , Kuala Lumpur.• Sweet Hug House : Kampar , Perak.• Aim: To compare the businesses in terms of business strategies,

number of competitors, geographical location , number of branches, main product , revenue and daily number of customers.

History of Desserts• Dessert is a course that is included in a main meal, and the word

‘dessert’ originated from the French word ‘desservir’ which means “to clean the table”.

• Include mostly sweet food, but may include coffee, cheese, nuts or other savours.

• Sweets were founded to feed for the god in Mesopotamia and India. • Baked goods have been around the world for thousands of years and the

art of bakery was developed early during the Roman Empire. • Most goods that were baked by bakeries were pies, bread, cakes and

others. • In this generation, bakery and pastry are separated into dessert and non-

dessert shops

HARAJU CUBE

SWEET HUG HOUSE

Haraju Cube, Empire Damansara

Location Map

Basic Details of Haraju Cube

• Founders : Kent Ong & Daichi Fukuzato• Business running time: 1 year• Founded date: December 2014• Famous dish : Shibuya-style Japanese honey

toast• Address: 103 Level 1, Empire Damansara,

Damansara Perdana, Jalan PJU 8/8, 47820 Petaling Jaya, Selangor , Malaysia.

• Numbers of employees: 12• Numbers of Daily customers: > 150 customers• Types of customer: University student,

teenager.• Annual Revenue: RM216,000

Main Products

Main competitors of Haraju Cube

• Near Haraju Cube• Different style of dishes

compared to Haraju Cube• Price will be cheaper

compared to Haraju Cube• Close to the elevator so

will get the customer’s attention first.

Metal Box

• Near Haraju Cube• Main products are

western food and coffee• They have more

choices compared to Haraju Cube.

• Their decoration has become an attraction for teenagers to take pictures as social media is the current trend.

Seven Cups

• Menu is clear and simple

• Their products are more common and more acceptable to the customers

• They specialize in different kind of coffee as they will explain the taste of the coffee.

Strategies to overcome the competitors

• Bring in the new trend of dessert- Shibuya Honey Toast

• The atmosphere and the design in the café

• Photogenic and artsy food decoration and beverages to increase the crowd of customers

• Every products is made by themselves and it’s freshly made.

• They used higher quality of ingredients in order to produce a better product.

Recommendation

• Hire more workers to reduce workload of preparation and increase the productivity

• Expand their branch to increase the popularity and gain more customers.

• Therefore, they will not waste their ingredient due to lack of customers.

Sweet Hug House, Kampar

Location Map

Basic Details of Sweet Hug House

• Founder: Ng Kam Wai and Cheng Phooi Leng• Business running time: 3 years• Founded date: November 18th, 2012

• Famous dish: Pandan Lava Cake• Address: 2236, Jalan Batu Sinar, Taman Bandar

Baru 31900 Kampar, Perak, Malaysia.• Numbers of Daily customers: Around 150

customers• Types of customers: Mostly family, students.• Annual Revenue: Around RM100,000

Main Products

Main Competitors of Sweet Hug House

Super Soya Beancurd

• It’s a famous traditional dessert that is accepted by most of the customers.

• Selling other type of dessert to attract more customers.

• Insert information as the benefit of having their dessert.

Bread Espresso Dessert

• Selling bread instead of dessert as much compare to another café

• Coffee art and coffee are prepared by a self-taught barista.

• Their name is easier to recognize.

JJ Cafe

• Different concepts of decoration in the café such as funky bear and piano to attract the teenagers to take photos while dining in..

• Have more variety compared to other shops.

• The price is reasonable for a nice atmosphere café.

Strategies to overcome the competitors

• Reasonable and affordable price.• Change decoration frequently according

to festive seasons to attract more customers.

• Come up with unique recipes to be more outstanding than the other businesses.

• Change the menu every 2 to 3 months to fulfill customers’ requirement.

Recommendation

• Apply advertisement to promote their shop and gain the popularity to gain more customer.

• Provide more promotion to the customers especially students, to keep them coming back.

Obstacles faced by new business who wish to enter the market

• Do not stand a chance to compete with others• Business probably would not sustain for a year or

even six months• Lack of capital.• The loyalty of the customer to their fixed shop.• Lack of experience.• Lack of flexibility when facing financial crisis.

• Haraju Cube is more commercially successful.• There are a few aspects to support this statement :

✓ It is located in Empire Damansara, Kuala Lumpur.✓ It is a new mixed development which aims to

satisfy both business and lifestyle needs. ✓ The location itself can be accessible from different

directions through many highways. ✓ The aspect of income.

Conclusion

Bread Espresso Dessert Café (BED) @ Ipoh (2014, February 2) Retrieved from http://alwaystravelicious.com/2014/02/02/bread-espresso-dessert-cafe-bed-ipoh/JJ Lifestyle Cafe @ Jalan Kampar, Ipoh (2013, August 3) Retrieved from http://www.j2kfm.com/jj-lifestyle-cafe-jalan-kampar-ipoh/That Heavenly Slumber @ b.e.d. (Bread Espresso Dessert) (2012, October 6) Retrieved from http://www.j2kfm.com/bread-espresso-dessert-b-e-d-medan-istana-ipoh/Dessert (2016, January 6) Retrieved from https://en.wikipedia.org/wiki/Dessert

Bibliography

ReferencesA brief History of Desserts ( Irtiqa RSS) Retrieved from http://www.irtiqa.co.za/a-brief-history-of-desserts. Accessed on 2 January 2016. History of Baking and Pastry Cooking (History of Baking and Pastry Cooking)Retrieved from http://www.pfisterconsulting.com/history.htm. Accessed on 2 January 2016. Harajuku (Urban Dictionary) Retrieved from http://www.urbandictionary.com/define.php?term=Harajuku .Accessed on 30 December 2015. Haraju Cube (Time Out Kuala Lumpur) Retrieved fromhttp://www.timeout.com/kuala-lumpur/restaurants/haraju-cube . Accessed on 30 December 2015. Sweet Hug House (Foursquare) Retrieved fromhttps://foursquare.com/v/sweet-hug-house/50ba1aece4b04656297d6f0d . Accessed on 30 December 2015 10 Spots Not To Be Missed in Empire Damansara | OpenRice Malaysia (OpenRice Malaysia) Retrieved from http://my.openrice.com/klangvalley/article/10-spots-not-to-be-missed-in-empire-damansara/735 . Accessed on 31 December 2015 Seven  Cups & Epique, Empire Damansara, Damansara Perdana (The Garden NOM)Retrieved from https://thegardennom.wordpress.com/2015/02/26/seven-cups-epique-empire-damansara-damansara-perdana/. Accessed on 31 December 2015 JJ Cafe @ Ipoh, Malaysia (Always Travelicious) Retrieved from http://alwaystravelicious.com/2013/11/07/jj-cafe-ipoh/. Accessed on 1 Jan 2016  Bread Espresso DessertRetrieved from http://softshellcrabtemaki.blogspot.my/2012/10/life-in-bed-bread-espresso-dessert.html. Accessed on 3 Jan 2016.