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."







business"

Present"


business"Present"




traits"

Present"



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."







business"

Present"


business"Present"




traits"

Present"



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"

the"better"way."p.2."

g. New"Strait"Times,"(2015)."Elegant"Vision"Care"made"its"way."p.1."

h. Poe,"E."(1993)."The$spectacles."Charlottesville,"Va.:"University"of"Virginia"Library."i. Optic"Business"in"Malaysia."(2013)."1st"ed."[ebook]"Kuala"Lumpur:"The"Star,"p.1."

Available"at:"http://www.thestar.com.my/Lifestyle/Health/2015/01/07/optic[

business[in[malaysia/"[Accessed"5"Jan."2015]."

j. Jorda,"G."and"Gomis,"D."(2010)."Toward"SMOS"L4"SSS"Products:"Improving"L3"SSS"

With"Auxiliary"SSS"Data."IEEE$Trans.$Geosci.$Remote$Sensing,"48(5),"pp.2204[2214."

k. Marcus,"Tan,"Sisson,"J."and"Arvin"Malasay,"A."(2009)."Believe."Kuala"Lumpur,"MY:"Noël"Studio."

English II Assignment 2 Research Report

Education

Transcript of English II Assignment 2 Research Report