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Name of Module: English 2 [ENGL0205]
Report Title: A Tale of Three Businesses – A Comparative Analysis of 3
Businesses of Similar Industry in Different Geographical Locations
Group Members : Haziq Zariful(0314131)
: Syafiq Zariful(0314702)
: Cassandra Wong (0313365)
: Kelvin Ng (0315081)
: Stanley Low (0314883)
Table of Content
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Content Page
Cover page 1
Table of Content 2
Key Summary 3
Brief Bio of Businesses 4-6
Comparative Analysis of the Businesses’ Competitive Traits 7-13
Recommendation 14-15
Appendices 16-58
References 59-61
Key Summary
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We were given an assignment to compare the analysis of two
businesses of similar industry in different geographical locations. We
chose to compare businesses in Penang and in Klang Valley on seafood
restaurants. The seafood restaurant we chose in Penang is Bali Hai
Seafood Restaurant which is located in Gurney Drive and in Klang
Valley we chose Bubba Gump Shrimp Co. and Manhattan Fish Market
which is located in Sunway Pyramid. After completing and analysis the
report, we found out that Bali Hai would be the more commercially
successful business compared to Bubba Gump and Manhattan. Besides
that, the similarity of the two businesses is that both are having
monopolistic competition.
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Brief Bio of the Businesses
Bali Hai Seafood Restaurant
i. The seafood restaurant interviewed in Penang is the ‘Bali Hai
Seafood Restaurant’ strategically located in the famous tourist
spot for local food in all markets, the Gurney Drive. The
interviewee is the Group Food & Beverage Manager of the
business, Steve Foong.
ii. The first outlet opened for the business is at Gurney Drive, the
second outlet is at Penang Times Square, the third outlet is at
Sungai Pinang and it the biggest outlet so far, the fourth one, is
located at Batu Feringghi.
iii. The business currently has four outlets in Penang and is going to
open the fifth outlet at Damansara.
iv. The product mainly sells fresh seafood in various kinds such as
lobsters, crabs, shrimps, geoducks, cooked in many types of
ways such as steamed, fried, boiled, etc. Popular dishes include:
steamed grouper, curry crabs with rice noodles.
v. The business‘s first outlet opened at Gurney Drive in 6th
December 2005.
vi. The business was founded by Mr. Josh Chua; and
vii. It was founded because of his love towards food & desire to try
on newer types of cooking; he got the inspiration to start this
business during his younger years. He worked with his father
when he was at a hawker stall selling grill fish at Sungai Pinang,
and then eventually passed the grill fish business to his niece to
open Bali Hai Seafood Restaurant. What inspired him to call his
shop ‘Bali Hai Seafood Restaurant’ was because Mr. Josh loves
Bali, and would love to bring a ‘Bali feel’ to their restaurant
where he uses the sunset view, seaside location, tablecloth and
the dry leaf roof imported all the way from Thailand with the
decorations to make customers feel as if they are in Bali.
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viii. In recent times, the business has used their revenue to add
decorations to add a relaxing family atmosphere & also a Bali
feel such as the dry leaf roofing. The revenue is also used to
bring in more sea animals & products to compete with other
competitors. The revenue the business gains through their
development is currently RM1million per month, where they start
the business with a capital of RM600K.
Bubba Gump
i. The seafood restaurant interviewed in Klang Valley is the ‘Bubba
Gump Shrimp Co.’ strategically located in one of the shopping
mall in KL, Sunway Pyramid. The interviewee is the assistant
Sous Chef, Mr. Pravin.
ii. The first outlet opened in KL is at The Curve Mutiara, Damansara.
The second outlet in Kuala Lumpur is at Sunway Pyramid and the
third outlet is at. Citta Mall, Damansara
iii. The business currently has thirty-two Bubba Gump restaurants
operated worldwide. Twenty-two of these locations are in the
United States, three are in Japan, two are located in Mexico,
three are in Malaysia, and one each in the Philippines, Indonesia
and Hong Kong.
iv. The product mainly sells fresh seafood in various kinds such as
shrimp, salmon, fish, lobsters cooked in many types of ways such
as steamed, fried, boiled and more. Popular dishes includes their
award winning Dixie style baby back ribs, traditional shrimp
cocktails, stuffed shrimps with crab meats, shrimp kebab and
more.
v. The businesses opened their first outlet in Malaysia at The Curve
Mutiara, Damansara in 2008.
vi. The business was founded by Viacom Consumer Products
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vii. Was founded because was inspired by the 1994 film Forrest
Gump. The Bubba Gump restaurant is named after the film's
characters Benjamin Buford "Bubba" Blue and Forrest Gump.
viii. Their recent development is that they are going to open their
100th outlet in Malaysia soon.
Manhattan Fish Market
i. The seafood restaurant interviewed in Klang Valley is the
‘Manhattan Fish Market’ strategically located in one of the
shopping mall in KL, Sunway Pyramid. The interviewee is the
restaurant supervisor, Muhammad Rohaidi.
ii. The business currently has twenty branches of Manhattan Fish
Market in Malaysia and 5 offices. Twelve of them are in KL.
iii. The product mainly sells fresh seafood in various kinds such as
calamari, mussels, fresh salmon, fish and chips, scallops, octopus
and many more cooked in many ways like fried, boiled, steamed
and more. Popular dishes include single garlic herb mussels,
grilled glory dory, and Manhattan flaming prawns.
iv. The business opened their first outlet in 2003, Sunway Pyramid
Shopping Mall.
v. The business was founded by Mr. George Ang.
vi. was founded because of the reputable Flutton Fish Market, which
was once located below the iconic Brooklyn Bridge
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Comparative Analysis of Competitive Traits
NUMBER OF COMPETITORS
1) In Penang, in the Seafood Restaurant market, there are at least 49
competitors, specifically in Georgetown; there are approximately 19
competitors in the market.
There is an astoundingly large number of seafood restaurants in
Klang Valley, counting to more than 180 firms. Specifically in
Petaling Jaya, there are at least 50 firms.
MARKET SHARE & TOP COMPETITORS
2) In Penang, Bali Hai’s market share is small & its top competitors in
the market would be Tan Sam Guan Seafood Restaurant, Pinang
Taste Seafood, and Ocean Green Restaurant.
In Klang Valley, Bubba Gumps’ & Manhattan Fish Market’s market
share is the same as the other outlets in Sunway Pyramid & their
top competitors would be Manhattan Fish Market/Fish & Co.
(respectively), Pantai Seafood Restaurant & Restaurant Fatty Crab.
BRIEF BIO OF TOP COMPETITORS
3) Bali Hai:
a) Tan Sam Guan is a seafood restaurant located in Batu Ferringhi
founded by locals Liang & Loon. The restaurant is famous for
their friendly service, atmosphere & their Malaysian Cuisine.
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They also serve food other than seafood such as sizzling chicken
& fried chicken with honey.
b) Pinang Taste Seafood is located at World Heritage Area
Carnarvon Street, Georgetown. Their motto "Local Taste with
Home Sauce Recipe" signifies that they cook their food such as
Nyonya Asam Fish in a local Malaysian way & that all their sauce
are made from traditional home recipe. They are also famous
locally for cheap dishes at an average of RM3.
c) The Ocean Green Seafood is a popular dining place located off
Jalan Sultan Ahmad Shah in the city center. The restaurant also
gives an open view of a popular beach area for couples. The
eatery offers famous seafood freshly caught which are cooked in
various ways such as the Steam Curry Fish, Sweet and Sour Crab
& Scallop Soup.
Bubba Gump/Manhattan Fish Market:
a) [Bubba Gump] The Manhattan Fish Market would be the largest
competitor; one of the major reasons is that it is also
strategically placed in Sunway Pyramid Megamall like Bubba
Gump. Another cause is how a globally successful company owns
the restaurant; hence, they would have a larger capital, larger
suppliers & different types of recipes such as Fiery Cherry
Snapper & Manhattan Flaming Prawns. Pricewise, customers
would ideally dine in this restaurant than Bubba Gump.
[Manhattan Fish Market] The Fish & Co. Outlet is also
strategically placed in a Megamall, The Paradigm Mall in Petaling
Jaya, where there would be many types of customers such as
students, workers or tourists. The restaurant is famous for it’s
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café atmosphere & cooks many different styles of Fish n’ Chips
ranging from a western New York style to a local Malaysian style.
The menu also constantly grows according to recurring
customers. Fish & Co. is also a global company hence they have
a large amount of investment for them to advertise & attract
more customers.
b) Pantai Seafood is situated around wooden houses & light
industrials; however, the interior has a spacious relaxing family
atmosphere. There are cascading tanks with a wide array of
seafood to choose from for a freshly cooked meal. Signature
Dishes include Pak Cheok Har (Poached Fresh Prawns) & Siong
Tong LaLa (Steamed Clams in Superior Soup).
c) Restoran Fatty Crab had been well established and known to
many people. A Hot spot for Malaysians including Malays as it
had been certified as a Halal restaurant. The business can
obviously be identified as a local business since it resembles a
typical local restaurant, with fans, outdoor tables, local cuisine &
stalls where they cook satay and Chicken wings. Other Dishes
include Sweet and Sour Sauce Crabs & Steamed Fish.
STRATEGIES TO COMPETE
4) Bali Hai:
- The management team would go around the area & eat food
from other restaurants not just in their market to spark ideas on
ways to cook their food.
- The manager also encourages employees to spend time with
their customers & receive negative/positive comments for the
management to reflect on.
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- The manager would also discuss with chefs & suppliers every 2
weeks to create a new seafood dish. After discussing, the
business would then promote their new product to their
customers.
- Other strategies include the marketing department running
programs to promote the restaurant such as partnering with
Tourism Malaysia, which sponsors the business through
brochures.
Bubba Gump:
- The restaurant has dancers perform Spanish dancing with the
music in the restaurant as a way to make the restaurant more
unique.
- As a restaurant self-labeled as a family restaurant, the
management allows kids under the age of 12 to eat their
products for free. This would attract more families, as they would
not want to spend a lot.
- New products are introduced annually in November/December.
- In the marketing department, Bubba Gump promotes themselves
by selling merchandise near their shop, also promoting retro
brands such as Guinness & Tiger.
Manhattan Fish Market
- The restaurant promotes new products, price decrease & combo
meals especially for events such as Chinese New Year or
Christmas.
- The price range is low compared to seafood restaurants in the
area. For example, the Fish n’ Chips would be RM21 while Bubba
Gump’s Fish n’ Chips is worth RM30-40.
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- The company encourages all employees to prioritize in their
friendly service & view it as an important component to compete
with others
DIFFICULTY & OBSTACLES WHEN ENTERING THE MARKET
5) To enter the seafood restaurant market according to both managers
is currently easy as long as there is enough money to start the
business, only a small capital would be needed, eg. Bali Hai only
needed RM600k from their capital. One of the few obstacles faced in
the market pointed out by Bali Hai manager, Steve Foong, is that
businesses need to partner with a supplier & to compete with
others; a supplier who can supply a large variety of seafood would
be needed, however, local fishermen can also provide their services
to local businesses, which would be cheaper. The chefs must also
have the knowledge to cook seafood & furthermore, to compete
against competitors, they need to be innovative on cooking new
products to attract customers.
TYPE OF MARKET & JUSTIFICATION
6) The seafood restaurant market for the restaurants in the region of
Penang & Petaling Jaya has Monopolistic Competition. In a market
with Monopolistic Competition, there are many firms, relatively easy
to enter, somewhat different products, some price difference &
advertisement is important to compete against competitors. Proofs
of such characteristics found in Penang & Petaling Jaya:
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i) In Penang, there are approximately at least 49 firms while
there are at least 50 firms in Petaling Jaya, this proves there
are many firms in the geographical market & that it is easy to
enter.
ii) The market also sells different types of dishes, in order to
compete against competitors, firms like Bali Hai think of a
new product to sell in a mere 2 weeks whereas the products
of seafood restaurant also varies by their supplier, Bali Hai
has approximately more than 25 different types of seafood in
different types of ways to cook them.
iii) There are also different price differences, local businesses
might hire local fishermen or fish for their supply, which,
compared to large businesses who hires suppliers providing
various types of seafood, would be much cheaper, hence,
their price would also be cheaper. Even global companies
such as Manhattan Fish Market have lower prices as a
strategy to attract customers.
iv) Lastly, large businesses such as Bubba Gump, Bali Hai &
Manhattan Fish Market can be seen in Question 4 (strategies
to compete) to have advertisement as a way to attract more
customers & not lose to their competitors.
7) COMPARITIVE ANALYSIS S U MMARY TABLE
Competitive Traits
Bali Hai Seafood Restaurant
(Penang-Based)
Bubba Gump (Klang Valley-
Based)
Manhattan Fish Market (Klang Valley Based)
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1. Number of Competitors
45-60 firms 180-200 firms 180-200 firms
2. Barrier to Entry
Strong, has low capital, needs to
gradually upgrade firm through
revenue
Weak, has high capital, located at Sunway Pyramid, where there are many people,
strong advertisements
Weak, has high capital, located at Sunway Pyramid, where there are many people,
strong advertisements
3. Differentiated or Standardized Products.
Differentiated, eg. Alaskan King Crab in Salted Egg Yolk, Cheese and Crab
Meat Whole Scallop
Standardized, very few differentiated
products
Differentiated, eg. Grilled Glory Dory, Small Flame (A variety of flamed prawns, dory fillet & side dishes)
4. Pricing Power
Price Maker - sells various types of seafood that are not locally found, such as Australian
Spider Crab & Geoduck.
Price Taker - few differentiated
products, some can be cooked at
home.
Price Maker - few types of sea animals, but many types of cooked ways such as grilled, flamed, wrapped, etc.
5. Other Characteristics
No close product substitutes around the area, mutual
dependence, inconstant advertising
Many Close product substitutes
found nearby, constant
advertising in & around firm
Not many close product substitutes, advertising
& promotion only during special events
6. Verdict Monopolistic Competition
Monopolistic Competition
Monopolistic Competition
CONCLUSION
8) Based on our analysis, Bali Hai would be the more commercially
successful business. One of the reasons is that there are too many
competitors in Klang Valley than Penang & because of this, their
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advertisements, while little, are effective. Other than
advertisements, the large number of competitors can cause a lot of
customers in Klang Valley to have different choices in where to eat
or might substitute restaurants such as Bubba Gump & Manhattan
Fish Market to other seafood restaurants, probably a cheaper one.
Another reason is that Bubba Gump doesn’t give too many unique
recipes for their products & takes a whole year on creating a new
product while Bali Hai only takes 2 weeks & have different types of
seafood not just sticking to prawns, shrimp & fish like Bubba Gump.
One of the reasons why Manhattan Fish Market isn’t as successful
as Bali Hai is how Bali Hai has many other types of sea animals to
cook, which shows that they have a bigger supplier compared to
Manhattan Fish Market. While they have fewer types of sea animals,
the restaurant make up for it in their cooking, however, Bali Hai also
cooks their seafood in various ways, hence why Bali Hai is
considered more commercially successful.
RecommendationBUBBA GUMP
- The products sold in the firm are too common & can even be cooked
at home or at least can be found in other restaurants in a cheaper
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price such as tempura shrimp or fish and chips. There are very few
differentiated products exclusively for the restaurant and also, the
dishes focus too much on shrimp & prawn there are only 4 types of
dishes for fish. Our recommendation is for the company to issue new
products monthly or every 2 weeks, instead of the current annual time.
- The price is a major reason why customers are driven away from the
firm, since there are many competitors who sell substitute products for
a cheaper price. For example, Bubba Gump’s Fish & chips are for
RM25.90, whereas in Manhattan Fish Market, their Fish & chips range
from RM12.50 to RM19. Aside from food, drinks are only too pricey
ranging from RM12 to RM25. Our recommendation is to sell products
almost equal to competitors where demand can be equal.
BALI HAI SEAFOOD RESTAURANT
-The restaurant is located just by the roadside, which makes it
unhygienic due to the carbon monoxide from vehicles which can affect
the customers eating the food. Besides that, the noise from the
motorcycles that pass through can also disturb the customers who are
having family dinners. Our recommendation is that they cover part of
the restaurant up to maintain the cleanliness and the ambiance of the
restaurant.
-The limited parking spaces are also one of the major reasons why
customers are driven away from the restaurant. There isn’t much
parking lots based on what we see when we are there. The reason is
because it is by the roadside and there is moving traffic which makes
customers cannot park by the side. Our recommendation is to provide
parking spaces for the ‘Bali Hai Seafood Restaurant’ customers.
MANHATTAN FISH MARKET
- Based on unbiased customer reviews, most complaints point out
the bad services the outlet has displayed towards them, typically
from the waiters. One of the examples they gave was how a
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waitress gave wrong receipts twice, which, if unnoticed, would’ve
charged unnecessary amounts towards either parties. Other
complaints include asking cutlery repeatedly, slow response to
calls towards waiters & ill-mannered attitudes from staff. Other
than bad service, the communication skills from the staff are also
poor, as we ourselves have experienced. One of the waiters who
wait our tables can’t speak English while another waitress spoke
softly & that we cannot hear her. For a restaurant whose strategy
to compete is to prioritize service, they simply can’t do so if this
keeps up. Hence, we recommend for the recruitment staff of the
business to thoroughly consider the workers’ traits, personality &
attitude. They must hear out their communication skill & observe
their service towards customers during working hours.
- When we interviewed the business, finding a table for two was
too difficult when moving around. The seats for families & groups
were arranged properly, however the seats for a private 1-2
people seating were unorganized & compact, moreover the
paths in between the tables were zigzag shaped, which makes it
inconvenient for customers to move around. We recommend a
reorganization of the seating & since we’ve observed that a full
house is rare, some tables and chairs would be unnecessary,
thus can be removed for customer convenience purposes.
Appendices
BALI HAI:
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Interview notes
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Contact Details (Restaurant):
Address - 90, 90A, 90B, 90C & 90D, Persiaran Gurney
Georgetown
10250 Penang, Malaysia
Contact no. - 04-228 8272
Fax - 04-228 8273
Email - seafood@balihaiseafood.com
Website - http://balihaiseafood.com
Contact Details (Corporate Office):
Address - 23, Lorong Birch,
Georgetown
10250 Penang, Malaysia
Contact no. - 04-227 3667
Fax - 04-228 3667
Contact Details (Current Manager):
Contact no. - 016-520 3024
016-445 1001
Email - stevefoong@balihaiseafood.com
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Photos
Business Premises
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Main Entrance With Sign of Name & Logo
Overview of the Main AreaCascade Tanks With Various Types of Sea AnimalsCrabs, Lobsters & Clams placed on ice
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Bali Style Huts with dry leaf roofing
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Traditional Decorations under ceiling
The Counter Table
Windows To Witness Behind the Scenes Actions by the chefs
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The Kitchen Utensils Used
The Kitchen
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The Refrigerators & Ovens
Chefs Working In The Kitchen
Products
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Deep Fried Crab
Curry Crab with Rice Noodles
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Steamed Grouper
Seafood Fried Rice
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Bali Hai Waiter serving Coconut
Crab Meat and Cheese in whole Scallop
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Bali Hai Facebook Page
Bali Hai Official Website Home Page
Official Websites & Pages
BUBBA GUMP:Interview Notes
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Contact Details (Restaurant):
Address - Oasis Boulevard, Sunway Pyramid Shopping
Mall, No. 3, Jalan PJS 11/15, Bandar Sunway,
56150 Petaling Jaya, Selangor, Malaysia
Contact no. - 03-5638 4559
03-5635 3559
Fax - 03-5637 6559
Email - bubbagumpsunway@gmail.com
Website - http://www.bubbagump.com/
Contact Details (Corporate Office) [Naza Corporation Sdn Bhd]:
Address - -115 Jalan Raja Muda AzizKampung Baru,
50300 Kuala Lumpur
-Lot 1, Jalan 51A/ 22146100
Petaling JayaSelangor, Malaysia
Contact no. - 03-26177999/888
03-79532888
Fax - 03-2681 8928
Website - www.naza.com.my
Contact Details (Manager):
Contact no. - 01-4633 4733
Email - pravin.devanalran@gmail.com
Photos
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Business Premises
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Main Entrance
Promotion outside Entrance to attract customers
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Seating (1)
Seating (2)
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Drink Bar
Bartenders with Beer Dispensers
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Seating (3)
Corner where stocks such as Plates & Cups are placed
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Seating (4) (Outdoor)
2-3 people seating
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Family seating
Promotions & Merchandise Outdoors Employee of the Month Wall
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Employees & Mascot
Merchandise Shop
Marketing & Promotions
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Merchandise Shop Counter
Bubba Gump T-shirts
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Bubba Gump Knick-Knacks
‘Kids Eat Free’ & ‘Free Refill’ Promotion Picture
RM50 Coupon
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“Kids Eat Free’ Promotion to Attract Families
Mother’s Day Promotion
Products
Onion RingsShrimper’s Heaven
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‘I’m Stuffed!’ Shrimp
Jambalaya
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Dumb Luck Coconut Shrimp
Shrimper’s Net Catch
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Buffalo Wings
Fried Shrimp
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Mud Pie
Potato Salad
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Menu
Cover Page Back Page
Specials Menu
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Chicken, Meat, Fish & Pasta Menu
Promotion Menu – Front Page Promotion Menu – Back Page
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Websites & Pages
Official Website – Sunway Outlet
Website – ‘About’ Page
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Official Facebook Page
Restaurant Information from Facebook Page
MANHATTAN:Interview notes
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Contact Details (Restaurant):Address - LL2.49-50 Sunway Pyramid, No.3 Jalan PJS
11/15,, 46150 Bandar Sunway, Selangor, Malaysia
Contact no. - +60 3-7491 3683
Fax - 04-228 8273
Email -mfm.sunwaypyramid@manhattanfishmarket.com
Website - www.manhattanfishmarket.com/malaysia
Contact Detais (Supervisor):Contact no. - 03-74913683Email - ag33582@gmail.com
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Photos
Business Premises
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Main Entrance With Sign of Name & Logo
Overview of the Main Area
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One of the service crew serving a dish
Products
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Flamming Platter for Quarter
Grilled Platter for Quarter
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Grilled Pacific Dory with NZ Mus
Chowder of the day - SeaFood
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Fire Plate dish
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Soup of The Day
Iced Peach Tea and Coke
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The Manhattan Fish Market Facebook Page
The Manhattan Fish Market Official Website Home Page
Official Websites & Pages
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In-text: (Kim, 2013)
Bibliography: Kim, S. ( 2013,14th January 2013). Restaurant fatty
crab@ taman megah,pj. Yours Truly Saimnicy, [web log] Retrieved
from: http://saimnicy.blogspot.com/2013/01/restaurant-fatty-crab-
taman-megahpj.html [Accessed: 11 Jan 2014].
Characteristics of Market Structure.
In-text: (Characteristics of Market Structure, 2013)
Bibliography: Characteristics of Market Structure. (2013). [e-book]
California: California Council On Economic Education. p. 1. Available
through:
econworks.org http://econworks.org/wp-content/uploads/2013/01/Char
acteristics-of-Market-Structure.pdf[Accessed: 11 Jan 2014].
Facebook page https://www.facebook.com/pages/The-Manhattan-Fish-
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Official page http://www.manhattanfishmarket.com/malaysia.html
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