English final assignment research report

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FNBE JAN 2013 - ENGL 0205 English 2 TOH CHEE CHENG 0311122
YAP ZHI JUN 0310738
YAP ZHONG LIN 0310557
B A K E R Y

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CAKES
BREAD
WHEAT PRODUCTS

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English 2 (ENGL 0205)
Final Assignment
Comparative Research
Toh Chee Cheng (0311122)
Yap Zhi Jun (0310738)
Yap Zhong Lin (0310557)

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Table of Contents
Content Page
Assignment Brief 5 - 11
Research Proposal
-Introduction
-Research Questions
-Methodology
-Conclusion
12 - 14
Research Essay
Trade: Bakery
-Introduction of Rotiboy Bakery
-Introduction of Free Mori Bakery
-Introduction of Komugi Bakery
-Contrast and Comparison of Rotiboy, Free Mori and
Komugi Bakeries
15 - 27
Bibliography 28 – 29
Appendix 30 – 43

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SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
Foundation in Natural and Built Environments (FNBE)
English 2 [ENGL0205]
_____________________________________________________________________
Assignment 2 - Comparative Research: 30%
Assignment
2
Group work. Students to
prepare a research paper
based on a site that they
have visited.
LO
1, 2,
3
30%
A2500-3000 word
research paper
Digital upload by1
p.m.Thursday,
Week 17
A) Research Report – 20%
B) Presentation 10%
INTRODUCTION
You are required to write a research paper of a minimum of 2500-3000 words following the referencing
guide that has been passed to you for citations, quotations and referencing. This assignment will focus on
comparative research. Your task is to apply the skills you have learned last semester in comparing
similarities and contrasting differences in the specific area/topic that you will choose.
Penang is one of the key attractions for tourists to Malaysia. Among the many charms of Penang are is the
small town atmosphere that pervades the city and the many small businesses providing food and services
to locals and tourists.
Your task is to study a trade or business in Penang OR the Klang Valley. You will need to focus your study
on at least three examples of the same type of trade/business for your research i.e. three tailors or
three barber shops in Kuala Lumpur or the Klang Valley. Students may also compare the same type of
business in Penang and the Klang Valley.

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This research assignment must be conducted through a combination of both primary sources i.e.
interviews, data obtained through questionnaires etc. on the site visit. Before you do this, you will have to
identify the exact trade that will be the focus of your research. In addition to primary sources, you will also
use secondary sources such as books, magazines, journals etc. You may also use suitable Internet
sources but you must ensure that they are reliable sources of information. Your bibliography should have at
least ten sources of information. There should be no less than 7 published sources. Internet versions of
published sources will be considered as printed sources. Students are allowed to use up to 3 Internet
sources.
You should only use Internet sources if they are reliable ones. Please be advised that the Wikipedia is
not an altogether reliable source of information and should not be used. All persons, books and other
sources of information are to be referenced in accordance with the APA Style. You may use either
footnotes or endnotes for your research paper. However, you must have in-text citations in the body of your
text.
B) In addition to the research report, you are required to prepare to present the content of your report to a
hypothetical audience. For this you will be required to use rhetorical strategies based on what has been
covered in class. You will also be evaluated on your presentation skills which would have been taught last
semester. This will be pre-recorded and sent to the lecturer in the form of a CD-ROM by Thursday week 18.
POSSIBLE RESEARCH AREAS
Cobblers/shoe shops
Tailors
Mechanics/workshops
Songkok makers
Bakeries
Nasi Kandar eateries
Dim sum restaurants
Barber shops
Hair salons
Sundry shops
Chinese Medicine Halls Business that cater to Chinese /Hindu religious needs e.g joss sticks,
incense, etc.

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Hawkers selling traditional specialities such as char koay teow, laksa, rojak etc.
Business that produce and sell traditional cakes e.g. serabai, and other traditional Malay cakes.
Businesses that produce soy sauce in the traditional way
Students MAY propose other businesses or trades to the lecturer for approval.
Sample research questions:
You may use these questions for this assignment.
1. A description of the trade or business that you are studying. Please note that you should be studying at
least two to three or more examples of the trade/business/
2. Origin or family history of the trade/business that you are studying. For this you need to conduct
interviews.
3. Where are the products marketed to? Local markets? International? Who are the main customers i.e.
age, gender, income group? Why does the product attract this particular group?
4. How does the business promote its products? How does it advertise? Does it advertise? Are the
products distributed to various places (e.g. supermarkets, craft markets) or sold only at the business
premise? Why are they distributed in this manner?
5. What/who are the main threats/competition to the trade? How are they threatening the trade? What
strategies are employed to counter the threats or competition?
6. What trade-related policies have been put in place by the government so far? What are their impacts on
the trade so far?
7. How does technology affect the trade i.e. what are the effects? Which technology has the biggest
impact? Is the impact positive or negative?
8. What is the future of the trade? Is the industry growing or stagnating? What are the possible outcomes
for this trade in the next 10 years?

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OBJECTIVES OF THE RESEARCH ASSIGNMENT
The objectives of this project are as follows:
 To attempt to answer the chosen topic/question
 To use appropriate methodology in obtaining primary and secondary information related to the
chosen topic/question.
 To understand the basics steps involved in preparing an academic research report and apply APA
style citation accurately and effectively in the research report.
 To present the findings ofyour research in a formal presentation.
 To understand and apply suitable rhetorical strategies to a hypothetical target audience as
specified to each.
LEARNING OUTCOMESOF THE RESEARCH ASSIGNMENT
This project will achieve learning outcome 1, 2 and 3 of this module i.e. conduct a well researched report with correct
format and referencing techniques as well as to correctly identify their roles when speaking and deliver this
information fluentlyand effectivelyto the target audience.. More specifically, each research report will
 To identify the key issues in the question and explain them clearly and logically.
 Demonstrate the ability to prepare questionnaires and interviews to obtain information about the
topic.
 To demonstrate the ability to analyse and synthesize information and compile them in the report.
 To communicate the relevant ideas and analysis in clear, logical and appropriate academic
English.
 To select and present infomation clearly and appropriately to one’s target audience.
TASKS -METHODOLOGY
Your tasks are as follows:
Form into groups with no more than 4 members each.
a) Choose your topic/area. You will need to choose the specific trade and business.
b) Fill in the research report form provided on TiMES with your research questions and come and see
me personally to ensure you are on the right track by Monday, week 10.
c) Once your research questions have been approved, you will prepare your questionnaire and
interview questions by Monday, week 11.
d) Go on your research trip/visit week and conduct your research accordingly. You will see me to
submit feedback during the trip as per trip itinerary.
e) Work on a draft to show me by Thursday, week 15.
f) Submit the final version of the research report by 2 p.m. Thursday, week 17.

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g) Submit the pre-recorded speaking task delivering the content of the study to a hypothetical
audience by 2 p.m. Thursday, week 18.
SUBMISSION REQUIREMENT
Required Format of the Report
Cover page - Your name and student ID number should be written clearly. Please use the correct template
with the Taylor’s University logo.
Table of Contents
Report
Appendix (if any).
Bibliography.
ASSESSMENT CRITERIA
The assessment for this assignment will be based on:
 demonstrated understanding of the brief.
 the use of appropriate structure and adherence to the conventions of a research report.
 the qualityof your facts and analysis in the content of the report.
 the use of appropriate and idiomaticallycorrect language( i.e.. academic English) in the report.
MARKING CRITERIA
Rubric for the Evaluation ofResearchReport
Level 1 Level 2 Level 3 Level 4 Mark
Structure
Has 3 or more
elementswrong.
Has 2 or more
elementswrong.
Has 1 element
wrong.
Follows all
punctuation, spacing,
margin requirements.
Quotations made
correctly.
Bibliography is in
order.
Has the cover page
and footer correct.
Has an artistic design
in front of the cover
page related to the
topic studied.

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Following
conventions for
Research Report
Has 3 or more
elementswrong.
Has 2 or more
elementswrong.
Has 1 element
wrong.
All sections correctly
identified.
Numbering system is
correct.
Each section has all
the relevant
information
appropriate to the
section.
Content ofReport
Does notsatisfy
length requirements.
Makes a feeble
attempt to address
the areas thatshould
have been covered.
Makes some attempt
at following the right
methodology.
Provides at least two
details to support
recommendations
using only 1method.
Addresses some of
have been covered.
Generally correct
methodology applied.
Provides 2 ormore
details using at least
2 methods.
Addresses most of
have been covered.
Correctmethodology
applied.
Shows that adequate
research has been
done.
Addresses all the
areas that should
have been
addressed.
Correctmethodology
applied.
Language
Usesvery simplistic
language and has
numerous grammar
and spelling
mistakes.
Inconsistentwriting
pattern. Writing with
several grammar
problems.
Expresses hi/herself
well but has some
grammar problems.
Manipulates
language excellently.
Rubric for the Evaluation of Oral Presentation
Criteria Marks
Preparation and
ability to speak with
confidence – 2% .
Ability to use
argumentative
methods – 5%

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Content – 2%
Dressing – 1%
SUGGESTED REFERENCES
1. The Harbrace Writer’s Handbook, 2nd Edition, (2004) Boston: Thomson Heinle
2. Alred, G.J. et alia, Handbook of Technical Writing, 8th Edition (2006) New York: St. Martin’s Press
3. Bailey,S. Academic Writing: A Handbook for International Students 3rd Edition (2011) Oxford: Routledge
4. Flower, R. The Penang Adventure, (2009) Singapore: Marshall Cavendish Editions
5. Yeoh, Loh, Khoo and Khor. Penang and Its Region (2009) Singapore: NUS Press
6. DeBenardi, J. Penang: Rites of Belonging in a Malaysian Chinese Community, (2009) Singapore: NUS
Press,
7. Khoo Su Nin. Streets of Georgetown, Penang, (1993) Georgetown: Areca Books
8. Hockton, K and Tan, H. Penang: An inside guide to its historic homes, buildings, monuments and parks.
(2011) Georgetown: Hockton &Tan
9 Nasution, K. S. and Berbar, H. Heritage Houses of Penang, (2009) Marshall Cavendish: Singapore
10. Architecture Heritage Kuala Lumpur – Pre-Merdeka (2007) Kuala Lumpur: Pertubuhan Arkitek Malaysia
11. Bracken, G. B. and Southgate, A. A Walking Tour: Kuala Lumpur (2008) Marshall Cavendish:
Singapore
12. Knapp, R. G. Chinese Houses ofSoutheastAsia: The Eclectic Architecture of
Sojourners and Settlers (2010) Tokyo: Tuttle Publishing
N.B. You would do well to also look up local magazines as well as newspapers such as The Star for
relevant information.

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The Research Proposal
Name:Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin
Class: English 2
Period: Wednesday and Friday ( Group A)
INTRODUCTION:
In this assignment, we are required to interview three shops in the same trade. Then,
prepare a research proposal by using comparison and contrasting method to write the essay.
We are doing research on bakery trade. Three shops we are comparing is the Rotiboy Bakery
which located in Sunway Pyramid, Free Mori Bakery in SS 15 and the last shop is Komugi
Bakery at Sunway Pyramid. We will be comparing three of the shops base on the data we
obtained from the interview session.
RESEARCH QUESTIONS:
1. What is the origin or family history?
2. Who is the creator? Name, from where?
3. How this business started? Any story behind?
4. How the name comes from? Any story or special meaning behind?
5. Is there any theme for your business?
6. What is your motto, vision or mission of your business?
7. What is the signature product of your business? Why is it so special?
8. Where are the products marketed to? Local markets? International?
9. How many outlets do you have now?
10. Who are the main customers? i.e. age, gender, income group
11. When is the peak hour?

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12. How you promote your products? Through what to promote?
13. How often you release your new product?
14. Any promotions or special offers?
15. How your products attract customers?
16. Who are your main competitors?
17. How you overcome your competitors?
18. Who are your workers? How many workers do you have in an outlet?
19. What trade-related policies have been put in place by the government so far? What are
their impacts on the trade so far?
20. How does technology affect the trade i.e. what are the effects? Which technology has
the biggest impact? Is the impact positive or negative?
21. What is the future of the trade? Is the industry growing or stagnating? What are the
possible outcomes for this trade in the next 10 years?
METHODOLOGY:
1. Group Discussion
We will call out for meetings frequently to ensure all the group members are
updated with the progress of this assignment. First, we gather to decide which trade to
interview. Second, we discuss about the questions to be asked during the interview
session. Third, we will discuss the problems occur in this assignment and find out
resolution together. Forth, we divided our jobs equally, like photo editing, essay writing,
dividing the points and et cetera. Lastly, we will gather and ask each other when we are
not sure what information should be included in the research proposal.
2. Interview Bakeries

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We have chosen Rotiboy Bakery, Free Mori Bakery and Komugi Bakery to
interview. Before the interview started, we will first introduce our self and briefly explain
the reason we interview them and what are we going to do for this assignment. We will
then ask some questions that are listed to the manager or person in charge of the
bakery. If there are questions that they are not willing to answer we will respect their
decision. After the interview session will be the photography session. We will request
to take photos of the bakery and also take a group photos with the workers and
interviewee.
3. References
Before writing interviewing three shops, we will first refer to the books regarding
introduction of bakery industry. So that we can understand more on the trade and know
what question should be asked when we interview the bakeries. Furthermore, we will
refer to the online sources, newspapers, interview answers, the bakeries’ official
websites, books and bakery booklets before and during the writing of research essay.
CONCLUSION:
Throughout the above method (interview, references and meeting) we expect to
get enough information to continue with our final research report. By interviewing the
owners of the business, we expect to receive more information that couldn’t get from
internet and personal opinions of the owner about the business. So that our report is
more real and informative. On the other hand, through references we expect to search
more detail information about the business and use it to support our statement. Lastly,
through the meetings, we expect work is divided systematically and consistently to each
members so that every member is actively involved in this group assignment.

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Research Essay
Trade: Bakery
Bakery is the trade chosen for this research proposal. Bakery industry refers to
grain-based food industry. Breads, cakes, pies, pastries, baked pet treats, and similar
foods are considered as grain-based food industry. (Coleman, 2003) Opening a bakery
is not as easy as we think, many things have to be prepared and considered before
starting the business. First, before one decided to open a bakery, they should first
identify an area whereby they may develop a niche market such as wedding cakes, low-
fat cakes and wheat breads. The business expert recommended this because choosing
something that they are specialize in will help to build a foundation before they start up
the business. They also need to get the opinion from other people so that they can take
in the suggestion of other people and improve base on it. They must also try to sell the
breads and cakes to understand the market demand. Then they need to come to
thinking of the advertising channel they may take, such as through word of mouth
advertising by customers or advertising through mass media. (Admin, 2011) Other than
that, there are also many equipment and items needed to start a small bakery such as
purchasing ovens which take in the consideration of quality and price proof boxes,
baking sheets and racks, work tables, miscellaneous and so on. (Janet Mulroney Clark,
2013) In this research proposal, we will be comparing and contrasting the bakeries
chosen which is Rotiboy, Free Mori and Komugi in terms of business style, business
strategies and business challenges.

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Introduction of Rotiboy Bakery
One of the bakery shop that we interview is Rotiboy. First of all, Hiro Tan is the
founder and also the Managing Director of Rotiboy Bakeshoppe Sdn. Bhd. He is from
Penang who graduated from the University of Malaya. He learns two lessons from first
mushroom business which do not succeed that are to start a business must have proper
expertise and sufficient funding for the business.
Rotiboy is started in April 1998 and until now 2013 is already 15 years. The story
behind the name Rotiboy is one day, the Hiro Tan’s brother was teasing his nephew by
calling him "naughty-boy" and that inspired " Rotiboy ". "Roti" means "Bread” Therefore,
Rotiboy literally, means "Breadboy" , a name very suitable for a bakery in a multi-racial
Malaysia. Hiro Tan decides to start this business is because of her elder sister who
provided all recipes and most importantly the rotiboy bun and his younger brother who

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is actively assisting him. Their signature product is Rotiboybun which is a bun with
butter filing and coffee flavoured topping. The first shop is located in Bukit Mertajam,
Penang where was a neighbourhood bakery which baked fresh breads and loafs for
household, kids to bring to school and cakes for birthdays celebrations. However, the
business is not ideal so he migrates from Penang to Kuala Lumpur in 2001 and he
decides to start the Rotiboy outlet in Wisma Central, Jalan Ampang. By that time,
Rotiboy business become better leading to commencement of operations in Singapore
(2004), Surabaya (2004), Jakarta (2005), Bangkok (2006), Seoul (2007) and Taiwan
(2008).
The Rotiboy vision is to be an outstanding global brand that touches the lives of
all the people in the world through their products, services and value. While their
missions are to develop and produce their products in the most efficient manner, to
deliver their product to their customers through the highest level of customer service
and to be an example to the world in upholding the values of honesty, integrity,
responsibility and morality. Besides, the Rotiboy company core value are
“C.H.A.R.M.I.N.G”, meaning C, cleanliness, H, hospitality, A, acknowledgement, R,
responsibility and integrity, M, maintenance, I, innovation, N, nature-friendly, and lastly,
G for greatness.

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Introduction of Free Mori Bakery
The second shop we have interviewed with is “Free Mori”. They have seven
branches currently in Malaysia which are Publika, Petaling Jaya SS2, Shah Alam, USJ
Taipan, Subang SS15, Damansara Uptown and Taman Danau Desa. All these
branches were opened in stages from May 7th
2012. The shop name, Free Mori is from
Japanese words where as “Free” means freedom and “Mori” symbolized jungle. It is an
idea that people need to stop chopping down the trees to save the homes for the
animals. Free Mori comes from Taiwan originally. The brand, which has built a name for
itself in Hangzhou and Chengdu in China, is all set to offer a range of breads, cookies,
cakes and specialty beverages to Malaysian consumers. It is also selling its products
directly to hotels, airlines, agencies and other shops.
Source: http://www.freemori.com/my/sites/default/files/field/image/SS15_1.JPG

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“We are passionate about providing the highest quality and freshest products.
We can’t wait to launch our products which are unique in design, taste and fillings,” said
Free Mori Malaysia Sdn Bhd managing director, Tan Kai Kiang. Kai Kiang officiated at
the bakery’s opening ceremony and officially opened the doors to Free Mori in Shah
Alam. The 30-year-old bakery has over 1,000 products, is in the process of obtaining
halal certification. Among their popular selections are “Sampan”, which is a Danish
pastry filled with cream cheese and topped with blueberries, and Free Mori’s 16-layer
Mille Danish which can be savoured layer by layer. Customers can also enjoy Free
Mori’s pandan loaf, baked with an outer layer of chocolate chiffon cake and bread on
the inside with red bean fillings. Wash it all down with their specially named beverages
of freshly brewed coffee, various kinds of tea and freshly squeezed juices.

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Introduction of Komugi Bakery
Komugi is the third shop we interviewed. It is newly opened on 18th
of April this
year. It is located in Sunway Pyramid Lower Ground Two, Shop number 47, which is at
ice skating rink side. “Komugi” is actually a Japanese word, meaning ‘wheat’. The
Komugi is in food and beverage line, but they are more focusing on bakeries and
pastries, meaning cake and breads confectionaries. Other than bakery, they also have
café concept. Komugi applied Japan technology transfer in baking the cakes and
breads, all the workers need to be familiar with the ingredients, utensils, machineries,
products knowledge in terms of variation from name to forms and to methods. Komugi
is the brain child of Dato’ Liaw Liang Choon, who also owns and operates Focus Point.
Dato’ Liaw ventured in the food and beverage industry with Japanese concept, by
promoting healthy food. He was first founded Komugi in 2012 and officially operated its
first outlet in Mid Valley on 26th
November 2012. Komugi has four outlets are operating

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now. Two of the outlets which located in Mid Valley and Sunway Pyramid are base on
the bakery concepts. While the other two bakery cafe concepts are operating in
Pavillion and recently in Paradigm Mall. They also have a central kitchen based in Kota
Damansara. The motto of Komugi Bakery is all natural ingredient, simple, fresh daily
and quality. They also created a theme for their business with relate it to their motto,
wihsh is “ It’s Japan baked daily”. In addition, Komugi is currently working towards
outlet expansion, as the company is in growing status, they could not define the capital
required to start the business. Finally, the supervisor of Komugi, Mr. Dylan Cheong also
thinks that management is important to arrange for logistic, manpower, advertising and
promotions.

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Contrast and Comparison of Rotiboy, Free Mori and Komugi Bakeries
First of all, we will be comparing the business style of Rotiboy, Free Mori and
Komugi Bakeries. When we view from the aspect of customers, Rotiboy and Komugi
will be having customers with similar background as the customers are mainly office
workers, families and students. This is because both of the shops are located in
Sunway Pyramid Shopping Mall. Other than Sunway Pyramid, Rotiboy actually have
the other outlets nearby railway station and shopping mall. Some of it are chosen to be
opened nearby the railway station so that , the office workers can also just grab the
bread and go to work. Rotiboy will choose to open shop at a strategic place whereby
there are high population and crowded so that it is noticeable and people can be
attracted by the coffee bun’s aroma and thus, increase the sales. According to the
manager of Rotiboy, Mr. Leong, Rotiboy bun is the best seller amongst all of the
products in their shop Free Mori’s customers are contrast to the Rotiboy and Komugi
as Free Mori is not located in the shopping Mall, it is located at the shop lot in SS 15.
The customers of Free Mori are mainly students because Taylor’s College a nd Inti
University College are just by walking distance and many students staying there.
Besides, there are also many attractive products that three of the shops produce.
Rotiboy and Komugi’s products are mainly traditional breads and cakes. Roti Boy main
product is Rotiboy which is a bun with butter filling and coffee flavoured topping. The
sweet beautiful aroma is the main attraction for the customers. While Komugi’s
signature product is Hanjuku Cheese Cake which also known as half-baked cheese
cake and also Japan popular Namachoco sand, it is available in Green Tea and

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Chocolate flavor. While in the bread category will be the European Japanese Breads, it
is a Paneo dough type, it is soft on the inside and lightly crusted on the outside. All the
products are healthy. To be mention here is that all the breads and cakes baked by the
Komugi are healthy as they used wheat as their main ingredient. The special point of
Free Mori bakery is that all of their products have a story behind it. Every breads and
cakes are meaningful. Some of the stories are educating. All of the products are based
on the story of “ Little Fox”, which the story tells about a fox’s experience in the sea with
the sea creatures and marine. So, the products designs are all about the sea world like
whale, turtle, crab, octopus and et cetera. The cakes are display at the front part of the
shop, the beautiful and special designs of the cakes are visible and attracted the eye
sight of passer in front of the shop especially kids, as the design are very attractive and
it would be the kids’ favourite to see the cartoon-like cakes.
A business strategy typically is a document that clearly articulates the direction
a business will pursue and the steps it will take to achieve its goals. The business
strategy results from goals established to support the stated mission of the business.
Promotion is the method people use to spread the word about your product or service to
customers, stakeholders and the broader public. Once we identified our target market,
we will have a good idea of the best way to reach them. Firstly, Rotiboy usually has their
promotions during public holidays dates such as New Year, Mothers’ and Fathers’ Day,
Christmas celebration and so on. During Mothers’ and Fathers’ day the biscuits are
packed nicely so customers can buy it as a gift to the parents. For the new products,
they have promotions such as freebies to attract more customers. On the other hand,

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the products from Free Mori are more expensive compare with others bakery shops so
they give discount for students only. Students may apply for membership to enjoy 10%
discount on breads and biscuits products, and 15% discount for cakes products.
Members can also get free gifts for certain times. Furthermore, Komugi bakery usually
provides promotions for set meals such as breakfast set. For instance, customers may
get their meal starting from RM 8 with choices of bread and cakes and a cup of coffee.
They also assure their consumers that they are Pork-Free.
Advertising is mass media content intended to persuade audiences of readers,
viewers or listeners to take action on products, services and ideas. For instance, people
usually advertise through newspapers, magazines, radio and television broadcasts.
Successful advertising involves making your products or services positively known by
that section of the public most likely to purchase them. The objective of advertising is to
increase the profit by increasing sales. Rotiboy usually advertises their products through
internet like Facebook and website. Besides, their products also been shown in TV
show, radio and newspaper. Rotiboy is a well-known bakery too. You may see almost
every shopping centre has branches of Rotiboy. The smell of their signature bread
makes people hungry and wants to get one immediately. By the same token, Free Mori
also advertises their products through Facebook and website. Moreover, they also have
interesting brochures that promote their products and the stories behind. Their creativity
of cakes design shown on the brochures is extremely eye-catching. However, Komugi
advertises their products through Facebook and Vimeo. They don’t have an official
websites for their shops. But they gain fame because of their healthy eating cakes.

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The three bakery shops that we interviewed have different business challenge.
Business challenge refers to their competitors. The shops that we interviewed, Rotiboy
and Komugi Bakery are located in Sunway Pyramid. All bakery shops in Sunway
Pyramid are their competitors. For Komugi Bakery, it is a new bakery shop in Sunway
Pyramid so it is quite challenge for it to compete with other bakery shops especially
Secret Recipe which located just beside it with their famous cakes and Bread Story
which located at the same level opposite Komugi Bakery. For Rotiboy, the location of
the outlet in Sunway Pyramid is not so good, so it is a challenge to compete with bakery
shops which have better location with higher population. Moreover, another bakery shop
that we interviewed is Free Mori nearby Taylor’s college in Subang Jaya SS15. Free
Mori also faces same challenge whereby there are few bakery shops in that area and
the main competitor is RT Pastry. Every business face challenges and these challenges
lead them to improve their business. These three bakery shops have different ways to
improve their business to overcome the challenges. Firstly, when people talks about
Rotiboy, the first thing appear in their mind is the round chocolate bun – rotiboy bun. As
mentioned earlier, this bun has strong coffee aroma which easier to attract customers.
They are confident with their rotiboy bun because of its special recipe where many
people tried to copy but failed to bake as same as the original one. The rotiboy bun is
really tasty and the price is cheaper than other products of Free Mori and Komugi
Bakery. It is more popularize that everyone love it. On the other hand, Free Mori is
origin from Taiwan and the products they sell are based on the marine theme. So all of
the products have special design to suit the theme. The main attraction of Free Mori is
the lovely design and packaging of their products. The outlooks of their products give

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YAP ZHI JUN 0310738
people a feeling that the products are more standard and delicious. Besides, Free Mori
is located nearby college area, so students are their main customers. Free Mori also sell
different kinds of cakes and their cakes are in cute and special design, it is a good
choice for students to buy cakes for birthday or farewell celebrations. Another side,
Komugi Bakery mainly sell wheat product but they also sell pastries and cakes. They
focus on ‘healthy’ where all the ingredients they used are natural. They also concern
about the freshness of their bread so they teach customers how to store and reheat the
bread for best consume. Not only that, their signature product is Hanjuku Cheese.
Hanjuku Cheese is a half-baked cheese cake made from premium cream cheese. As a
conclusion, three bakery shops have their own main attraction to compete with others.
Rotiboy with its cheaper yummy rotiboy bun, Free Mori with the attractive design and
creativity, and Komugi Bakery with the ‘healthy’ motto and mouth-watering Hanjuku
Cheese. For their future, Rotiboy wish to open more outlets in Malaysia and also other
country. While Free Mori and Komugi Bakery are still new so they wish their business
can be more stable and more popular among the people.
As a conclusion, research is a process involving a series of steps to collect and
analyze the information needed for decision-making in the desired or specific field of
inquiry. The term research can be applied to any field of human activity. Throughout this
research, we have detailed study relating about a bakery business. In our opinion, not
just advertising is important for a bakery business but the attractiveness and quality of
the products which fits to generations nowadays that are struggling to keep up with
today’s prominent healthy-eating trend, we remain a valuable asset to the cause.

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YAP ZHI JUN 0310738
Besides, Rotiboy, FreeMori and Komugi bakeries are also well-known and have many
branches in every corner of Malaysia. These bakeries already draws in customers and
now to complete their meal, instead of having to travel elsewhere for a healthy option
desert, they have it already where they are eating, which means no extra traveling
costs, or planning is required. The convenience factor is now added which is a very
important in the American lifestyle today. In addition, among these three bakeries, each
of them has their own merits. All of them have fixed customers and stable profits. For
Roti Boy, the main customers are office workers, family and students. As for Free Mori,
their targeted customers are students and Komugi targeted customers are mainly
everyone. We believed in the future plan, they will go worldwide and well-known
internationally because they have quality and healthy cakes and breads.

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YAP ZHI JUN 0310738
Bibliography
Admin. (2011, January 3). What you need to open a bakery. Retrieved May 22, 2013, from Start
A Baking Business: http://www.baking-business.com/what-you-need-to-open-a-bakery/
Bartlett, B. M. (n.d.). What is Business Strategies. Retrieved May 16, 2013, from Ben M.
Bartlett: http://benmbartlett.com/free-articles/what-is-business-strategy/
Bathie, G. (2000). Baking For Profit: Staring a Small Bakery. ITDG Publishing.
Carl Hose, D. M. (2013). Top Ten Promotional Strategies. Retrieved May 23, 2013, from Chron:
http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html
Cheong, D. (2013, May 25). Interview Session of Komugi Bakery. (T. c. Cheng, Y. Z. Jun, & Y.
Z. Lin, Interviewers)
Coleman, P. (2003). What Is The Bakery Industry. Retrieved May 23, 2013, from wiseGEEK:
http://www.wisegeek.com/what-is-the-bakery-industry.htm#
Drtahirjaved. (2010, January). Business Strategy Case Study. Retrieved May 16, 2013, from
Studymode: http://www.studymode.com/essays/Business-Strategy-Case-Study-536279.html
Foo, B. (2012, September 7). Quality Design In Free Mori Mooncakes. SelangorTimes .
Selangor Times.
Iman. (2013, May 21). Interview Session with Free Mori Bakery. (T. C. Cheng, Y. Z. Jun, & Y. Z.
Lin, Interviewers)
Indutries, O. o. (2013). Industry And Trade Summary. Washington: United State International
Trade Commission.
Janet Mulroney Clark, D. M. (2013). List of Items Needed to Start a Small Bakery. Retrieved
May 22, 2013, from Chron: http://smallbusiness.chron.com/list-items-needed-start-small-bakery-
21051.html
Komugi. (2012, November 26). Retrieved May 25, 2013, from Facebook:
https://www.facebook.com/KomugiKUL
Kourdi, J. (2009). Business Strategy. Great Britain: Profile Books LTD.
Menon, N. M. (2012, June 8). Free Mori Opens In Malaysia. NewStraits Times . Shah Alam,
Puchong, Selangor: The New Straits Times Press (Malaysia) Berhad.
Mori, F. (2013). Free Mori. Retrieved May 24, 2013, from Free Mori:
http://www.freemori.com/my/Other/story
Philosophy. (n.d.). Retrieved from Rotiboy:
http://malaysia.rotiboy.com/index.php?p=about&s=ourphilosophy

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Raymond Calvel, R. L. (2011). The Taste Of Bread. An Aspen Publication.
Senedi. (2012, July 6). New Bakery In Town. Selangor Times . Shah Alam, Selagnor, Malaysia:
Selangor Times.
Sharon L. Fullen, D. R. (2004). Howto Open A Financially Successful Bakery. Florida: Atlantic
Publshing Group.
Siong, L. W. (2013, May 18). Interview Session with Rotiboy Bakery. (T. C. Cheng, & Y. Z. Jun,
Interviewers)
Strategy Theory. (n.d.). Retrieved from Business Case Studies:
http://businesscasestudies.co.uk/business-theory/strategy/business-
strategy.html#axzz2Uy2BLFQQ
Wendel Clark, D. M. (2013). Examples of Management Strategies for a Cake Bakery Business.
Retrieved May 15, 2013, from Chron: http://smallbusiness.chron.com/examples-management-
strategies-cake-bakery-business-12208.html

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Appendix
Interview Questions
1. What is the origin or family history?
2. Who is the creator? Name, from where?
3. How this business started? Any story behind?
4. How the name comes from? Any story or special meaning behind?
5. Is there any theme for your business?
6. What is your motto, vision or mission of your business?
7. What is the signature product of your business? Why is it so special?
8. Where are the products marketed to? Local markets? International?
9. How many outlets do you have now?
10. Who are the main customers? i.e. age, gender, income group
11. When is the peak hour?
12. How you promote your products? Through what to promote?
13. How often you release your new product?
14. Any promotions or special offers?
15. How your products attract customers?
16. Who are your main competitors?
17. How you overcome your competitors?
18. Who are your workers? How many workers do you have in an outlet?
19. What trade-related policies have been put in place by the government so far? What
are their impacts on the trade so far?

31
YAP ZHI JUN 0310738
20. How does technology affect the trade i.e. what are the effects? Which technology
has the biggest impact? Is the impact positive or negative?
21. What is the future of the trade? Is the industry growing or stagnating? What are the
possible outcomes for this trade in the next 10 years?

32
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Questions with answers
Rotiboy Date : 18 May 2013 Time : 12.00 pm to 1.00 pm

33
YAP ZHI JUN 0310738
Free Mori Bakery Date : 21st
May 2013 Time : 10.00 am to 11.00 am

34
YAP ZHI JUN 0310738
Komugi Bakery Date : 25 May 2013 Time : 10.00 am to 11.00 am

35
YAP ZHI JUN 0310738
Meeting Minute
Team Meeting
[Date] 20 April 2013
[Time] 9.00 pm
[Location] online
discussion
Meeting called by: Toh Chee Cheng Type of meeting:
Online
planning
Facilitator: Toh Chee Cheng, Yap Zhi Jun,
Yap Zhong Lin
Note taker: Toh Chee Cheng, Yap Zhi Jun, Yap
Zhong Lin
Timekeeper: Toh Chee Cheng
Attendees: Toh Chee Cheng, Yap Zhi Jun, Yap Zhong Lin
30 minutes - Planning
Agenda item: Planning which shop to interview Presenter: Toh Chee Cheng
Discussion:
Searching for Chinese Herbs Shop in Klang Valley and Puchong area has many Chinese Herba
Shop, we should go and ask to confirm date and time to interview with them.
Conclusions: Confirm which shop, time and date to interview
Action items Person responsible Deadline
 Confirm time and date to interview with the shop Toh Chee Cheng 25 April
Team Meeting
[Time] 8.30 pm
[Location] online
discussion
Online
Discussing and solving problem
Yap Zhong Lin
Zhong Lin

36
YAP ZHI JUN 0310738
30 minutes – Discussing and solving problem
Agenda item: Discussing problem about permission to interview Presenter: Toh Chee Cheng
Discussion:
Three of the Chinese Herbs Shops don’t allow us to interview and we think to change to another
type of business
Conclusions: Change type of business to interview and try to find where to interview
 Think what other business can be interview and start to find where
can interview
Toh Chee Cheng, Yap
Zhi Jun, Yap Zhong Lin
30 April
Team Meeting
[Date] 1 May 2013
[Time] 2.00 pm
[Location] online
discussion
Meeting called by: Yap Zhi Jun Type of meeting:
Online
planning
Yap Zhong Lin
Zhong Lin
Timekeeper: Yap Zhi Jun
30 minutes - Planning
Agenda item: Planning which shop to interview Presenter: Yap Zhi Jun
Discussion: Change type of business to bakery and start to search which shop can be interviewed
Conclusions: Confirm which shop, time and date to interview

37
YAP ZHI JUN 0310738
 Confirm time and date to interview with the shop
Yap Zhi Jun, Toh Chee
Cheng, Yap Zhong Lin
10 April
Team Meeting
[Time] 9.00 pm
[Location] online
discussion
Meeting called by: Yap Zhong Lin
Type of meeting:
Online
Confirm where and date to
interview
Yap Zhong Lin
Zhong Lin
Timekeeper: Yap Zhong Lin
1 hour – Confirm where and when to interview
Agenda item: Confirm where and when to interview Presenter: Yap Zhong Lin
Discussion:
Confirmed three shops to interview
- Cham Bagel (SS 15) 18 May 2013 10 am
- Rotiboy ( Sunway Pyramid ) 18 May 2013 12 pm
- Free Mori ( SS 15 ) 21 May 2013 10 am
- -
- -
-Conclusions: Already confirm three shops to interview
 Prepare question paper and camera Yap Zhi Jun 17 April
 Search the map on how to go SS 15 Toh Chee Cheng 17 April
Team Meeting
[Date] 19 May 2013
[Time] 2.00 pm
[Location] online
discussion
Online
Solving problem and planning
Yap Zhong Lin
Zhong Lin

38
YAP ZHI JUN 0310738
30 minutes – Solving problem and planning
Agenda item: Find more shop to interview Presenter: Toh Chee Cheng
Discussion:
Cham Bagel rejected to answer our question so need to find another one more bakery shop to
interview. Prepare draft of the essay point by point.
Conclusions: Find another one shop to interview and prepare draft of essay.
 Confirm time and date to interview with the shop
 Prepare draft of essay

Yap Zhi Jun, Toh Chee
Cheng, Yap Zhong Lin
23 April
Yap Zhi Jun 22
April
Team Meeting
[Time] 9.00 pm
[Location] online
discussion
Meeting called by: Yap Zhi Jun
Type of meeting:
Online
Confirm where and date to
interview and start to divide job
Yap Zhong Lin
Zhong Lin
Timekeeper: Yap Zhi Jun
30 hour – Confirm where and when to interview and start to divide job
Agenda item: Confirm where and when to interview and divide job Presenter: Yap Zhi Jun
Discussion:
Last shop to interview – Komugi Bakery ( Sunway Pyramid ) 25 May 2013 10am
Start dividing job for the report essay
-
Conclusions: Last shop confirmed and job is divided.

39
YAP ZHI JUN 0310738
 Introduction for each shop Yap Zhi Jun, Yap Zhong
Lin, Toh Chee Cheng
26 April
Team Meeting
[Date] 27 May 2013
[Time] 9.00 pm
[Location] online
discussion
Meeting called by: Toh Chee Cheng
Type of meeting:
Online
Discussing how to write the report
and dividing job
Yap Zhong Lin
Zhong Lin
30 minutes – Discussing how to write the report and dividing job
Agenda item: Discussing how to write the report and dividing job Presenter: Toh Chee Cheng
Discussion:
Divide essay report into few parts, Introduction of bakery, introduction of three shops, three
paragraph for compare and contrast, conclusion of essay, appendix, bibliography, meeting minutes
Conclusions: Jobs are divided
 Introduction of bakery, editing, bibliography
 Appendix, meeting minutes
 Conclusion of essay
 Compare and contrast of the three shops
 Introduction of three bakery shops
 Sign in to Edmodo
Toh Chee Cheng
Yap Zhi Jun
Yap Zhong Lin
Toh Chee Cheng, Yap
Zhi Jun, Yap Zhong Lin
Toh Chee Cheng
1 June

40
YAP ZHI JUN 0310738
Photos - Rotiboy
Promotion BoardProducts of Rotiboy
Fresh rotiboy bun
Environment of Rotiboy
Photo of us with the
Rotiboy manager,
Mr.Lee Wei Siong.

41
YAP ZHI JUN 0310738
Photos – Free Mori
Design of
member card
Products of Free Mori
Packaging of products

42
YAP ZHI JUN 0310738
Name card of Free Mori
List and
description of
products in a
mini book
Attractive design of cakes
Photo of us with the Free Mori
manager, Mr.Iman.

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YAP ZHI JUN 0310738
Photos – Komugi Bakery
Wheat products of Komugi
Cakes of Komugi
Cakes and macaroons of Komugi

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