Vegetable and

fruit stall Analysis

Cheras and Jasin
EPC Final: Oral Presentation

Gan Man Ling! Chong Yin Sunn!

Grace Wong! Tan Shen Sin!

Airquafarm

Current location
Marketing: Pasar alam damai, cheras.
Producing: Tanjung sepat

Main products

Target market
household around the area
Chong Chee Leng
Founder of Airquafarm
on 2007

Annual revenue figure

Rm320 000

No. customers per day

120
Motives
Hobby and charity
purpose

Brief history and recent development

a small plot of land

growing okra

Increase to 3 days of
sale in a week due to
high demand

started selling in alam

damai market alongside
with fruit stall.

Workforce started with

1 foreign worker
increase to 7.

Getting interest

Bought new piece of

land adjacent to
existing plot

Began to grow other

varieties of crops

Business starts to grow

Capital required

Rm20 000

Production

Marketing

Rm5
Obstacles:

to obtain the source of

water from the ground

the attacks of insects and pests

are numerous and difficult to
eradicate.

type of crops to grow

which is suitable for the
soil.

Top
1st xx supermarket
A budget supermarket
which sell things more
than vegetables and
fruits.

competitors

2nd vegetable and fruits stall

A stall that selling varieties
vegetables and fruits
. Variety of choices
. Higher prices

. Cheap price
. Sell many things
. Many choice

3rd vegetable stall

A vegetable stall that
solely focus on selling
vegetables
. Few choices
. Only vegetables
. Cheap price

All came from Cameron highland production

Strategy: Maintain quality and competitive price

Current location
Simpang Bekoh, Jasin, Melaka.

Kohs stall
Main products

Target market
Elderly and housewifes
Koh Ah Pek
Founder of Kohs stall
on 1985

Annual revenue figure

Rm288 000

No. customers per day

40~80
Motives
Earn profit

Brief history and recent development

They have an
empty land so they
want to fully use it

In the very early stage, they sold

seafood, traditional dessert,
fruits and vegetables.

They minimized the business by

selling vegetables and fruits only.

AhPeks elder child who took over

the business, Koh Ah Bah was
dead.

The core family could not

handle such big business

Competitors
the place is an outland.
the number of residents
there decrease year by
year.

There is no successor
of this business after
the current generation.

Obstacles
The number of
customers decrease
drastically due to the
decreasing of residents.

Differences and
Similarities

Differences
Airquafarms stall

Kohs stall

Location

Big pasar

Quiet street

No. of customer

120

40-80

Annual revenue
figure

Rm 320 000

Rm288 000

Motive

Hobby and charity

purpose

Earn profit

Competitors

Other stalls and

supermarkets

No competitors

Structure

Big

Small

Similarities
Airquafarms stall

Kohs stall

Market

Perfect Competition?
Perfect Substitute
Many small firms
Price Takers
No entry barriers

Airquafarm

Oligopoly
Similar Product
Few dominated stalls
Decide the price setting
High barrier to entry

Compete on non- price factors

Price collusion

Kohs stall

Monopoly
Dominate
Decide the price setting
High barrier to entry

Barriers

Capital intensive
Economies of Scale

CHONG

KOH

Domestic Business
Environment

CHONG
KOH

Global Business
Environment

CHONG

KOH

Technology

CHONG
KOH

Economic
Environment

Recommendations
1.
2.
3.
4.

Make business at strategic places.

Highly populated places.
Use high technology.
Promote the products to high-demanded clients.

Chongs
business
win!