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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

FOUNDATION IN NATURAL BUILD ENVIRONMENT

PRESENTATION TITLE: TITLE : A TALE OF TWO BUSINESSES (A COMPARATIVE ANALYSIS OF TWO BUSINESSES OF SIMILAR

INDUSTRY IN DIFFERENT GEOGRAPHICAL LOCATIONS)

GROUP MEMBERS :

NAMES PRESENTATION / RESEARCH REPORT LOH WEI LING (0319225) In charged the Video and the reportLOH PEY MUN (0318572) Audio Recording and reportLEE ERN HUI (0319703) In charged the reportMICHAEL CHANG VUI LOONG

(031998)

Leader , In charged the Video and

InterviewSIM SI KAI (0318609) In charged the research of the report

and interview

SUBJECT : ECONOMICS (ECN 30205)

LECTURER : MR. CHANG JAU HO

SUBMISSION & PRESENTATION DATE : 25 JANUARY 2015

LohWeiLing(0319225)--LohPeyMun(0318572)--LeeErnHui(0319703)MichaelChangVuiLoong(031998)--SimSiKai(0318609)

CONTENTS

1 COVER PAGE 1

2 CONTENTS 2

3 KEY SUMMARY 3

4BRIEF DESCRIPTION OF THE BUSINESS HISTORY AND

INVOLMENTS4-5

5 BRIEF DESCRIPTION OF THE BUSINESS 6-7

6 COMPARATIVE ANALYSIS OF TWO BUSINESSES’ 8-12

7 RECOMMENDATION 13

8 APPENDICES 16-23

9 REFERENCES 24

Key SummaryThis assignment is given to us to compare 2 business of similar industry in

different geographical locations by compiling our report using gathered research


from interviewer of business and on on-site observations or internet and then

present the information clearly in a formal presentation.

Our group consists of five members which are Loh Wei Ling, Michael Chang,

Chester Sim, Loh Pey Mun and Lee Ern Hui. We chose wedding industry as it is a

very competitive industry in the area of SS/2 in Klang Valley. We had chosen two

bridal shops which are Micasa and Bridal Concept. Both shops have more than ten

years history and both are situated at SS/2, Petaling Jaya.

Brief Description of the Businesses HISTORY AND INVOLVEMENTS LohWeiLing(0319225)--LohPeyMun(0318572)--LeeErnHui(0319703)MichaelChangVuiLoong(031998)--SimSiKai(0318609)

Every business in the society is very important as the economy of the country is

affected significantly. Without good businesses among the society, there will be no

good economy too. Therefore, in order to understand more about how businesses

work, we are given this assignment to do a comparative analysis of 2 businesses of

similar industry in different geographical locations. The businesses we chose are

wedding business. However, when and why was wedding created? Before doing

this comparison of business, we need to understand about the history of the

business and what it involves first.

The first wedding registry was created in the 1920’s. It is invented by a department

store owner who realized the bride could avoid mismatched items and returning

unwanted items if the bride can tell her guests what she wants. Moreover, the

diamond wedding ring was invented through a marketing campaign and then “the

traditional white wedding” was introduced during the world war two as it was best

for military morale and so wedding dress existed until today.

Furthermore, the role of professional wedding planner has existed over the years.

As long as men and women have been getting married, there will be people to

arrange all of the details and plan of the wedding day. As weddings nowadays

became the fairy-tale and dream of everyone, the role of a wedding planner

became more spectacular and important.

This shows that wedding industry over the years in this worldwide is a large

industry and also a very competitive industry. This industry is made up of multiple


of enterprises like photographers, designers, make-up artists, and many more. The

services provided includes the most important segment of the industry which is

wedding gowns. Bridesmaids gifts are also one of the service provided in this

wedding industry. Besides, it also provides videos and photo-shooting along with

albums as products. Therefore, in this competitive industry, wedding industry

professionals are boost up to a higher level in order to survive in this industry has

indirectly caused wedding businesses to grow rapidly over years.

BRIEF DESCRIPTION OF THE BUSINESSES

1. NAME:

Micasa Bridal Studio


2. CURRENT LOCATION:

No4, Jalan SS2/75, 47300 Petaling Jaya Selangor.

3. NUMBER OF BRANCHES:

3 branches in total. 1 in Cheras and another 2 in Klang Valley

4. NUMBER OF EMPLOYEES:

20 employees. (Photographers, makeup artist, graphic designers

5. PRODUCTS & SERVICE SOLD:

Wedding packages, photo shooting

6. ESTIMATED CURRENT NUMBER OF CUSTOMERS: Around 60-80 cases for this month

7. WHEN WAS THE BUSINESS STARTED:

This business have been founded more than 10 years.

8. WHO ARE THE FOUNDERS:

Founded by Tom

9. MOTIVE TO START THIS BUSINESS:

Interest and also we like to see how a wonderful relationship ending with a memorable wedding

10. RECENT DEVELOPMENT OF THE BUSINESS:

They have brought in wedding gowns from some young creative designers. Furthermore, they have also change their style of editing pictures through more advanced photoshop skills. Their employees also go through trainings to help them to pick up the trends that is


flowing tn the market.

1. NAME:

Bridal Concept

2. CURRENT LOCATION:

No.1, Jalan SS2/75 43700 Petaling Jaya, Selangor

3. NUMBER OF BRANCHES:

2 branches in total. 1 in Singapore and another 1 in SS2

4. NUMBER OF EMPLOYEES:

more than 10 employees. (Photographers, make-up artist, salesman, shop assistant, album maker)

5. PRODUCTS & SERVICE SOLD:

Pre-wedding photo shooting, actual day photo shooting and family photo shooting

6. ESTIMATED CURRENT NUMBER OF CUSTOMERS:

Around 30 projects for this month

7. WHEN WAS THE BUSINESS STARTED:

This business have been founded in 2011

8. WHO ARE THE FOUNDERS:

Founded by a pair of married couple


9. MOTIVE TO START THIS BUSINESS:

Interested in fashion design & wedding industry

10. RECENT DEVELOPMENT OF THE BUSINESS:

Bring in new type of photoshop software

Comparative analysis of two businesses

For this assignment, we are required to interview and compare two businesses. The

business industry that we have chosen is wedding industry. The first studio that we

interviewed is Micasa Bridal Studio located at No4, Jalan SS2/75, 47300 Petaling

Jaya, Selangor. Micasa is founded by Tom more than 10 years ago and it has 3

branches where one is located at Cheras and the other two at SS2. The second

bridal studio that we interviewed was Bridal Concept located at No1, Jalan SS2/75,

47300 Petaling Jaya, Selangor. This shop is founded more than 16 years ago.

Obstacles that every business faced can improve them when they compete with

other business in the same sector. The location of both shops is placed in the area

of SS2 and this location is a strategy place where every bridal studio chose to run

their business there. Therefore, the competition among them are very high. The

number of competitors that the both studios have are almost the same.


The top two competitors of Micasa Bridal Studio are Enya Mareine and Casamia

and for Bridal Concept are Enya Mareine, Moco Gallery and Keep Gallery. Both

studio is threatened by the capability of Enya Mareine due to this shop provide

good quality in every aspect. Besides, Enya Mariene is well-known in this wedding

industry as they have achieved many awards which guarantees the customers’

needs. For Casamia , they have provide good service and moderate pricing which

most people can afford .Moco Gallery and Keep gallery are the top 2 out of 3 for

the competitors for Bridal Concept. Moco Gallery have won many awards for best

wedding gowns , many customer are attracted to their wedding gowns and for

Keep gallery, even though Keep Gallery have no awards but they provide good

package where most people can afford and their employee are well-trained which

they are good in promoting their wedding packages .

Both studio need to find a way to compete with their competitors in order

themselves to stay in this business. Micasa Bridal Studio uses low pricing strategy

to keep them in the business, they provide low prices that most customers can

afford and prefer to pay. Bridal Concept provides good quality of artwork like

creative videography and good photography, this ensures their customer are

satisfied.

To those new businesses who want to enter this market today will be hard mainly

due to the strong competition in this market unless they have special item that the

market still yet to exist. Furthermore, the nature of their business today is oligopoly

and monopoly, there is more than 1 and less than 100 shop exist in this market .

This kind of business provides standardize products and services where those new

businesses who wants to join this business , they need to have a big amount of

capital in order to enter and compete with the other oligopoly and monopoly .


In a nutshell, as a customer I would prefer to go Micasa Bridal Studio.

This business had been in this business line far longer than Bridal Concept. Based

on that, the employees in Micasa Bridal Studio are more experienced, they know

how the system works, how to promote to their customers and the duty as a

wedding planner, because of that the employees in Micasa will win over to those

shops who have employees which are lack of experience . Besides that Micasa

Bridal Studio’s decoration and the way they present their shop and themselves it

shows much more promising than Bridal Studio. So the conclusion is Micasa

Bridal Studio is the best and the up most right choice for wedding couples.


Comparative table of 2 businesses

Name of Business Micasa Bridal Studio

Bridal Concept

Similarities 1)Both of the bridal studios have their own theme to attract customers.

2)Both of them promote their shop through social media.

3)Both companies are a partnership company.


4)They have the same competitor which is Enya Mareine.

5)The nature of both bridal studios is oligopoly where there is more than 1 but less than 100 shops in this market.

Differences Nature of business

The shop uses the concept of nature and British style for their business.

The shop focuses on art work and wedding package as their strength.

Price Their price range is from RM2000 to RM7000 which is considered as middle range

The shop offers reasonable price of package.

Services The shop has well-mannered employees

Employees in the shop is lack of experience


Parking The shop provides convenient and sufficient parking area.

The parking area is inconvenient and has limited parking lots.

Strategy Low pricing to attract customers with low budget.

High quality wedding gowns with reasonable price.

RecommendationMicasa Bridal Studio

This shop has a big amount of space but they did not fully utilized it. We suggest that their shop can improve it by hiring interior designers to help them refurnish. Other than that, since they are using Facebook to promote their shop, they should put more information and always update their page. As Micasa Bridal Studio do not have a website, hence they need to ensure they always provide sufficient details in their only Facebook page.

Bridal Concept

For this shop, they need to hire more experience employees and they need to provide them professional trainings before they are able to


handle any cases. Another issues that also needs to be improve that is the temperature of the shop. As the afternoon sun is always directly shinning into the shop without any trees blocking. So i would suggest that they can hang thick curtains which can block the direct sunlight or maybe plant some bushy trees in front their shop.

APPENDICSMICASA BRIDAL HOUSE

Contact Details

Address : No.4, Jalan SS2/75, 47300 Petaling Jaya, Selangor .

Contact Number : 03-78776031

Fax : 03-78776032

Email : [email protected]

Website : www.tomwedding.com.my

www.facebook.com/micasabridalhouse

Photos

Internal design of the premise


http://www.facebook.com/micasabridalhouse

http://www.tomwedding.com.my/

External design of the premise


Awards


Other photos


Interview Notes

BRIDAL CONCEPT

Contact Details

Address : No.1, Jalan SS2/72, 47300 Petaling Jaya, Selangor

Contact Number : 03-7877 0230

Email : [email protected]

Website : www.bridalconcept.com.sg


Photos

Building’s

photos

Internal Design


Wedding gowns


References1. http://www.tomwedding.com.my

2. https://www.facebook.com/profile.php?

id=133486723345018&fref=ts

3. Wedding Planning Plus: Wedding Professionals Launch

Sidelines Businesses.(Interview). (2012, March 14). Special

Events Magazine.

4. Agins, T. (2007, April 1). Amsale the Business of Bridal.

Ebony.

5. Wright, B. (2003, February 1). Anything goes: Unique ideas

from wedding professionals. .(Directory)(Advertisement). Los

Angeles Magazine.

6. Get Married Magazine Introduces Real Weddings Issue. (2011,

October 20). Entertainment Close-up.

7. Wedding Supplies Direct: Offers vast selection, excellent

pricing: Gift retailers looking for a one-stop shop for their

bridal assortments need look no further than Wedding

Supplies Direct, whose broad selection ranges from wedding

cameras and cake servers, to ring pillows, guest books, and

everything in between. (A Special Section To Gifts &


https://www.facebook.com/profile.php?id=133486723345018&fref=ts

https://www.facebook.com/profile.php?id=133486723345018&fref=ts

http://www.tomwedding.com.my/

Decorative Accessories). (2002, October 1). Gifts &

Decorative Accessories.

8. Bridal style: A guide to the city's best bridal shopping and

services.(Special Advertising Section)(Directory). (2003,

September 1). Los Angeles Magazine.

9. http://www.bridalconcept.sg/

10. https://www.facebook.com/bridalconceptmalaysia


http://www.bridalconcept.sg/

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