English 2 assignment 4 (research)

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Transcript of English 2 assignment 4 (research)

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Table of Contents

Section Page

Artistic cover (Front) 1

Cover page 2

Table of content 3

Research Proposal 4

Research Paper 5-14

Reference and citation 15-16

Minutes of meeting 17-18

Appendix 19-20

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Research Paper

First of all, this research paper is about the coffee shops that we have

interviewed on our study trip to Penang and also coffee shop from Kuantan, Pahang.

We chose to do interviews on coffee shops as instructed by lecturer. Coffee shops are

also known by most of the people in Malaysia as “Kopitiam”. Coffee shop culture in

Malaysia is very famous among the Malaysians where they will enjoy chatting with their

friends on weekend and business partners on weekday while enjoying their coffees. The

type of coffees are generally separated into two types which are the local coffee and

foreign coffee. Local coffee is coffee that is locally brewed such as Ipoh White Coffee

whereas foreign coffee is referred to non-locally brewed coffee, for example Starbucks

coffee. Coffee is originated from Arab and then it is spread to the Europe. The

Europeans are the main contributors to the wide spread of coffee around the world. The

British brought in the coffee into Peninsular Malaysia during their colonization and they

grew it in large scale as coffee was one of the most profitable trade products at that time

and so it is today. There are many ways to drink coffee, for local Malaysians, we prefer

the “Kopi-O-Kao” which also means saturated black coffee in Hokkien while others will

most probably choose to put sugars and cream if they cannot stand the bitter taste of

original coffee. As for non-local coffee, one can enjoy the coffee in varieties of way. The

most well-known ways are probably the ice-blended or iced and Espresso based coffee.

Follow on, for both types of coffees, some of the coffees are presented in artistic ways

by incorporated patterns on the coffees. These have made the coffee not only tasty to

drink but also as an art piece as good skills are needed to create a nice and flawless

pattern.

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Secondly, the first coffee shop that we have interviewed is a non-franchise

western styled coffee shop. The name of the shop is 42 La Boheme and it is located at

Jalan Sri Bahari Road which is a side road beside the renowned Penang Road. It was

opened by a married couple at about 2 years ago (2011). From our interview, we found

out that the reason the married couple chosen to open the coffee shop is to earn a living

as they already have a small child. The husband is a pastry chef and he is a French. He

told us that he have graduated at 16 years old from school and after that he started to

learn how to make pastries. Then, he knew her wife while he was on a trip. Besides

selling their pastries at their shop, they also have customers from others coffee shops to

buy their products to sell but it is just in minimum amount. Their main customers are still

customers that visited their shop. Follow on, we have been informed that most of their

customers on weekday are working class people whereas on weekend are families.

Besides that, as their shop is located at the heart of Georgetown which is also awarded

by the UNESCO as one of the world heritage sites, this has attracts a lot of travelers

from others countries as well as the Malaysians. This in turn will give the shop an

opportunity to have more customers and so they are basically targeting both

international and local market.

Thirdly, the owners of the coffee shop will do their promotion by having good

conversation with their customers face-to-face. The customers are the main promoters

of their coffee shop. Nevertheless, they have Facebook page too which will provide their

potential customers important information such as the location and business hour.

Follow on, a lot of similar coffee shops have opened in Penang at the rate of about one

every two months and this has posed a serious threat to their coffee shop. Some of the

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competitors have big modal and so they can have a better equipped shops in better

locations. In order to survive, they face the competitors by doing their best in operating

the shop and not planning to compare with others as that might affects their overall

morale. In addition, they are facing threat from high rent too, so in order to save money,

they do not employ anyone to help in the coffee shop and they chose to open their shop

in a more affordable location which is a shop that is staying outside of main road.

Besides, they cut down the cost of operating the business by using recycled furniture

and to our surprise, most of the furniture they have collected are in pretty good shapes.

After that, through our interview, we also found out that no government policy is

helping the business and the business environment is getting tougher and tougher as

the rent is climbing. Furthermore, the prices of materials are rising too even though

some of them such as sugar and flour are subsidized by the Malaysian government.

Next, the technology of internet has played a big part in their business as it has helps to

promote their coffee shop through social website such as Facebook and also through

food blogs. Last but not least, the owners think that their business will be able to survive

for the next ten years and the industry will keep on growing especially in Penang which

is a famous tourism location.

Next is about an interesting coffee shop named Moontree47. Moontree47 is a

private established café and has 3 years of operating history since 2010. The shop is

located in Muntri Street Penang which is under Local Heritage coverage to keep the

original appearance of the building which is also an old house. As it is only in the early

development of its business, it does not include any origin or family history in the past.

The café only closed on Wednesday and its operating hours are from 9am till 10pm.

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This business only markets its products to local people while its target customers are

people ranges from 20 years old and above, tourists are also one of the targeted groups

because Moontree47 has been listed as a heritage building in Muntri Street. This

attracts them because it is a unique café that it combines Italian cafe, art gallery and

homestay together while also keeping the vintage of the old shop.

On the other hand, in term of advertisement, the business uses both old and new

ways to promote their coffee products, which is through the traditional mouth-to-mouth

method and the trending Facebook advertisement way, where Moontree47 posts the

upcoming and experimental coffee on their page. Besides, they have no products

distributed to any external seller such as supermarkets and shopping malls but it is only

available for walk-in customers to have a taste on the homemade Italian coffee. While in

the aspect of business enemy, there are no specific competitions stated that have

threatened their café business, but the owner rather has a lot of friends around in

Georgetown that have involved in coffee shop businesses with different styles and that

he would like to share experience with them to produce better coffee for the customers.

By the way, government policy has no any impact or any advantage on the business

itself.

Technology has affected the trade as people tend to take photos before ordering

the coffee themselves, these technologies including photo sharing websites and social

networks which allow people to post their photos and share it to others. However, these

technologies have its advantage and disadvantage, which the benefit is it is able to

promote their coffee for free and introduce the café to the people as well, while the

weakness is it allows a person to judge a product based merely on its appearance

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without having a try on it, and that they may post their opinions under the photos which

may affect the others. In addition, the future vision of this trade is to promote the

handmade culture in Penang. It is set as the main target for the café because it is one of

the traditional arts of Penang and the state currently has no proper handicraft in the

business industry. Nonetheless, it is also viewed as a rich and tough culture by the

owner because of its delicateness and is presently a growing industry in this state. In

the case of handicraft, the owner likes to repair or make his café chairs and tables

himself and involves a lot of old type decorations such as the fan and old pictures in his

shop to create an old-fashioned style.

The owner stated that he has a tough life experience in order to achieve what he

has today. This includes that he has studied several times on graphics design courses

before changing to Italian coffee career. But as a result of his study, he owns an art

gallery in Penang and thus he combined all of his experiences together and established

this café which includes the two essences as well as the old house in Muntri Street,

which is capable to make it as a homestay. He clarifies that hiring people is the hardest

part in constructing his business and he has done many things on his own including

repairing the furniture as stated before. Other than that, Moontree47’s concept is to

conserve the vintage of the old house or shop while combining the essences as well,

whilst its principle is to provide suitable coffee for each group of its customers in order to

guarantee their satisfactions. The café provides extra services such as free Wifi for the

visitors and guest for their homestay, while the bicycle rental is for the tourists’

convenience to sightsee the state, Penang.

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Furthermore, we not only visited coffee shops that are located in Penang but we

have also visited a coffee shop in Kuantan which named New Hup Lek Kopitiam. New

Hup Lek Kopitiam is a business which started by a family and they actually moved from

an old shop to a new shop which is located in Taman Timur. Besides that, their family

business already have 20 years’ time and now the coffee shop is a self-own shop and

continued by the old owner’s son. Also, most of their workers are from home

(housemaid) or hired outside with salary about RM2000. Their business day is from

Monday to Saturday from 8am to 3pm, and they have one day off which is Sunday. New

Hup Lek Kopitiam is selling some foods in their business such as nasi lemak, curry

mee, dry mee and so on. Not only the foods are they selling in their business, they also

selling drinks in their business, the most famous drink in their business is their milk tea,

which we call “Teh C” in Malay. Besides that, their business is a local business because

most of their customers are local citizen. Also, most of their local customers are adult,

most of them are male with the age about 20 to 40, it is because most of them are

business man and they will go to New Hup Lek Kopitiam for their breakfast. In our

research, the reasons why peoples went to New Hup Lek Kopitiam are because of the

workers service and effectiveness of the workers, the workers are nice and friendly, and

they served their foods and drinks very fast. Not only the service, customers also said

that the New Hup Lek Kopitiam’s milk tea is the best in town.

For the promotion, they mostly promote their foods and drinks through the

customers and they have no distribution to other places, they sold their products only at

the business premise. They have told us that they need more customers to promote

their products, it is because the area that they starting their business have many

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competitors who also selling the same products, examples of the competitors are

Lembing Kopitiam, Old Forest Cafe, Lai Yien Kopitiam and so on. The competitors are

quite threatening because most of the coffee shops are the old business in the area,

and most of the old citizens will go to the other coffee shops to enjoy their food. Also,

some of the competitors are new businesses but their shops have provided Wi-Fi

service to their customers and New Hup Lek Kopitiam does not provided Wi-Fi,

therefore their business are quite threatening by the competitors. So, the only way they

can attract more customers to the shop is to upgrade their products and the worker’s

effectiveness.

The owner also told us that the government does not help them much with the

government policies; it is because the prices of the ingredients have risen over the

years. Besides that, the technology nowadays does not affect their business; it is

because they do not use any of the technology such as promoting their products via

Facebook page. They said that they wanted to continue their business with traditional

way so the new generation will know more about the traditional things.

Lastly, the owner has told us that he is not planning to open more shops because

this is their family business and he should not let outsider to continue their business. He

also said that he hopes to earn more money in the next 10 years because of the

inflation; he also planned to hand over his business to the next generation after he

retired.

After that, we have been able to identify one of the similarities between three of

the coffee shops which is the serving type of the waiters in the coffee shop. The serving

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type of the shops are not self -services but are all well-served by the waiters of the

coffee shop. The waiters there will make sure that the foods and drinks ordered by the

customers are all being sent to them on time and none of the orders will be forgotten.

Besides that, the ordering systems of the three coffee shops are also the same. The

orders are all in hand-written by communicating face to face between the waiters and

the customers. None of the orders are recorded using machine or computerized to

avoid any problems that may occur during the ordering process.

The business types of those three coffee shops are all private limited companies.

Private limited company is a type of company that offers limited liability, or legal

protection for its shareholders but that places certain restrictions on its ownership

(BusinessDictionary.com). There are some differences between the business tactics of

the three coffee shops from the aspect of shop location; the 42 La Boheme and New

Hup Lek Kopitiam are using their own houses to run their businesses, which mean that

their houses are also their shops. On the other hand, the Moontree47 coffee shop is

separated. Nevertheless, all of them rented for shop lots to run their businesses.

Furthermore, there are also no Wifi services for 42 La Boheme and New Hup Lek

Kopitiam. Two of these coffee shops do not provide Wifi services because the shops

were built a long time ago and at that time there are no Wifi being used. For the

Moontree47 coffee shop, there is Wifi service because the shop has been modified

recently. This is a tactic that being used to attract young customers. We have also

interviewed the owners’ background from 42 La Boheme, New Hup Lek Kopitiam and

Monntree47. The owner of 42 La Boheme is a French, the owner of the Moontree47 is

from Italy whereas for New Hup Lek Kopitiam is a locally Malaysian.

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For the foods and drinks that they sell, since the owners of 42 La Boheme and

Moontree47 are both from Western country, the foods and drinks of the shops are

mostly westernized. The coffee is all imported from foreign countries. Besides, they are

not offering any set meal. Examples for the coffee made in their coffee shops are

cappuccino and latte. Moreover, the foods that they sell are mostly pastries. As for New

Hup Lek Kopitiam, the coffee is locally brewed coffee. This coffee shop doesn’t offer

any set meal too but they sell some local foods such as fried rice and fried noodles that

are just the same with most of the Kopitiam in Malaysia.

Next is the design of the coffee shops, we found out that 42 La Boheme and

Moontree47 are both in British Colonial style. The shops are designed in this style

because both of the shops are old shops that being built during the British colonization.

Whereas for New Hup Lek Kopitiam, it is just an old shop lot similar to the shop lots of

Malaysia. The employees of 42 La Boheme and Moontree47 are all their family

members, none of them are employed. For New Hup Lek Kopitiam, the waiters are all

employed from foreign countries such as Bangladesh. Follow on, 42 La Boheme and

Moontree47 are using technology for their advertisements. They publicize their products

by using Facebook where they create a page for their shops and they promote their

foods and drinks on the Facebook page. For New Hup Lek Kopitiam, the shop already

has about 20 years of operational history so they do not use any technology and also do

not have any advertisement. They got free advertisement by being promoted by the

customers that have patronized their coffee shop. For the customers of three of the

coffee shops, 42 La Boheme and Moontree47 are mostly local and foreigners whereas

New Hup Lek Kopitiam is mostly patronized by locals only. This is because the 42 La

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Boheme and Moontree47 are located in a very famous tourist location which is Penang

while New Hup Lek Kopitiam is located in Kuantan which does not have that many

tourists.

In conclusion, from our visits to 42 La Boheme, Moontree47 and New Hup Lek

Kopitiam, we have identified that 42 La Boheme and Moontree47 are operating their

businesses in 21st Century way where they are both using communication technology

such as Facebook to help in promoting their shops. Moreover, they are using heritage

buildings to attract tourists too. But this is not the case for New Hup Lek Kopitiam as

they are still operates in the same way since the day they opened the shop. So, we can

say that the tight competitions between businesses in Penang have lead them to

innovate new ways in order to survive while coffee shop in Kuantan is still operate in a

traditional way. And of course, despite the differences between the Penang coffee

shops and Kuantan coffee shop, they are still selling coffees that try to satisfy their

customers. We hoped that the traditional local coffee shop will survive for as long as

possible while the modern coffee shop will continue to invent new way of operating

business.

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Reference

Published Source:

1. Lonely Planet. (1st Edition-2003). World Food Malaysia and Singapore. (E-book) Lonely Planet Publications Pty Ltd. Available at -http://books.google.com.my/books?id=_MkeiYC5g2kC&pg=PA95&dq=coffee+in+malaysia&hl=en&sa=X&ei=kn6pUeXIJKafiAL19IDYAw&ved=0CDwQ6AEwAQ#v=onepage&q=coffee%20in%20malaysia&f=false. (Accessed date 1/6/2013)

2. Lonely Planet. (2009). Malaysia, Singapore & Brunei. (E-book) Lonely Planet Publications Pty Ltd. Available at - http://books.google.com.my/books?id=VMKOuzRxOJsC&pg=PA68&dq=kopitiam+malaysia&hl=en&sa=X&ei=udCpUemIGozjkgXE8YDYAw&ved=0CC8Q6AEwAA#v=onepage&q&f=false. (Accessed date 1/6/2013)

3. Corby Kummer. (2003).The Joy of Coffee. (E-book) United States of America, Publisher- Houghton Mifflin Company. Available at- http://books.google.com.my/books?id=qNLrJqgfg7wC&printsec=frontcover&dq=coffee+making&hl=en&sa=X&ei=CLKpUeXxCY-G9QS584HoCw&redir_esc=y#v=onepage&q=coffee%20making&f=false. (Accessed date 1/6/2013)

4. Lonely Planet. (2008). Borneo. (E-book) Lonely Planet Publications Pty Ltd. Available at- http://books.google.com.my/books?id=vvXoC8F5Oq0C&pg=PA44&dq=coffee+in+kopitiam&hl=en&sa=X&ei=_bSpUfvGBYm-9QSiioG4Bg&ved=0CDcQ6AEwAQ#v=onepage&q=coffee%20in%20kopitiam&f=false. (Accessed date 1/6/2013)

5. Jean Debernardi. (2009). Penang: Rites of Belonging in a Malaysian Chinese Community. (E-book) Singapore, Publisher- National University of Singapore. Available at- http://books.google.com.my/books?id=JWP1m-nCghgC&pg=PA269&dq=penang+heritage+site&hl=en&sa=X&ei=VNOpUavSMM3AkQW9nYDwAQ&ved=0CDsQ6AEwAw#v=onepage&q=penang%20heritage%20site&f=false. (Accessed date 1/6/2013)

6. John Ellis. An Historical Account of Coffee. (E-book) Publisher- John Ellis F.R.S Agent for the Island of Dominica. Available at- http://books.google.com.my/books?id=0_0aAAAAYAAJ&printsec=frontcover&dq=coffee+origins&hl=en&sa=X&ei=h32pUaTfMqq6igKKnYCoCw&ved=0CF4Q6AEwCQ#v=onepage&q&f=false. (Accessed date 1/6/2013)

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7. Michel Picard & Robert E.Wood. (1997). Tourism, Ethnicity, and the State in Asian and Pacific Societies. (E-book) Publisher- University of Hawaii Press Books. Available at- http://books.google.com.my/books?id=39-p0VTOdc8C&pg=PA103&dq=georgetown+heritage+streets&hl=en&sa=X&ei=y4GpUZLbM4XDigL9vYHoAw&ved=0CCwQ6AEwAA#v=onepage&q=georgetown%20heritage%20streets&f=false. (Accessed date 1/6/2013)

Internet Source:1. Wong Pow Long. (October 28, 2012). 42 La Boheme Review (Blog).

Retrieved from-http://www.bestpenangfood.com/2012/10/28/42-la-boheme-review/. (Accessed 1/6/2013)

2. Tourism Penang. George Town Unesco World Heritage Site. (Website). Available at- http://www.tourismpenang.net.my/. (Accessed date 1/6/2013)

3. My Love My Food. (Friday, May 6, 2011). MoonTree 47 (Blog). Retrieved from- http://mylovemyfood.blogspot.com/2011/05/moontree-47.html. (Accessed date 1/6/2013)

4. BusinessDictionary.com. Private Limited Company (Online dictionary). Retrieved from- http://www.businessdictionary.com/definition/private-limited-company.html. (Accessed 2/6/2013)“ ….a type of company that offers limited liability, or legal protection for its shareholders but that places certain restrictions on its ownership.” (BusinessDictionary.com)

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Team Meeting 2Carpenter Workshop

Meeting called by: Cheong Siew Leong Type of meeting: Discussion

Note taker: Cheong Siew Leong

Attendees: Yip Chin Seng, Kelvin Chiew and Lee Yuan June

Minutes

Agenda item: Research Paper Presenter: Cheong Siew Leong

Discussion: Collection and examine of work

Conclusions: Everyone have did their works and handed to Cheong Siew Leong

Action items

Lee Yuan June finished and handed in Similarities and Differences

Cheong Siew Leong finished the introduction, conclusion and coffee shop 1. He will do the compilation work.

Appendix

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Moontree 47:

42 La Boheme:

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New Hup Lek Kopitiam and its competitors:

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