CONTENT PAGE

NO.

TITLE

PAGE

1 Key Summary

2 Methodology

3 Description of Dentistry in Malysia

4 Brief Description of Formosa Dental Surgery,

Penang

5 Brief Description of Thurai Dental Surgery,

Petaling Jaya.

6 (Possible) Competitors of Formosa Dental Surgery

7 Competitors of Thurai Dental Surgery

8 Strategies used by Dr. Lim

10

9 Strategies used by Dr. Bina

10

10 Competitive Analysis Summary Table

11

11 Differences between Thurai and Formosa Dental

Surgery

12

12 Similarities between Thurai and Formosa Dental

Surgery

12

13 Conclusion

13

14 Obstacles to Entry

14

15 Nature of the Market

15

16 Recommendation

16

17 Appendices

17

18 Attachment

31

19 References

43

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KEY SUMMARY
From our research we conducted in Petaling Jaya and Pulau Pinang, we
have chosen Thurai Dental Surgery and Farmosa Dental Surgery as our
comparative dentistry. Although both Dentistries are much a like in terms
of treatments but both dentistries are specifically special in their own
respective ways. In other assumptions, the business will still rely on the
sustainability in terms of environment, economic and social aspects. Other
than that, Thurai and Formosa Dental Surgery have their own strategies to
face all kinds of sustainable consquences such as location, customer,
employee, staff members, service and competition. In conclusion, there are
still barriers to be concluded to start a business. For an example, you need
to have large capital, degree qualifications and range of treatments.
Another essential to maintain or improve the sustainability of the business
are recommendations. Everyone can sometimes be very prejudice about
pricing, advertizing, poor signage, limited seats etc., and some shouldn't
take it as granted because it might be an effective way to improve the
business.

THE HISTORY OF DENTISTRY IN MALAYSIA

The earliest record of dentistry in Malaya was in the year 1869 in Singapore, which was then
still part of Malaya. The first practitioner was a dentist named Cheong Chun Tin from Hong
Kong. Cheong started a private practice after obtaining his qualification in San Francisco. He
then passed the business to his two sons, who he formally trained. Subsequently, a James
Logan was recorded as having established his practice in Penang in the year 1899. In 1912,
Frank Moffat was recorded as the first dentist in Kuala Lumpur, labelling himself as a
surgical and mechanical dentist. During World War I (1914-1918), a Japanese dentist was
reported to have arrived in 1916. Henceforth began the migration of dentists into Malaya.
REGULATING THE PROFESSION
This whole situation led to the need to regulate the profession. In 1924, the first Registration
of Dentists Ordinance of the Straits Settlement was enacted, while the Federated Malay
States had a separate Registration of Dentist Enactment in 1931. However, the 1924
Ordinance was deficient and was then repealed in 1933, and a second law known as the
Ordinance for Registration of Dentists 1933 had passed. This legislation prohibited the
practiced of unqualified practitioners.
In the year 1945 following the end of World War II in Malaya, the legislation was further
strengthened by the enactment of the Registration of Dentists Ordinance in 1948, allowing
qualified persons in private and public sectors to be admitted to the Dental Register and
registered under the category Division I Dentists. A clause was introduced allowing
unqualified practicing dentists under the category Division II Registered Dentists, under the
condition that the dentists successfully compete an examination conducted by the Dental
Board.
The enactment of the Dental Act 1971 by the parliament gave recognition to the profession
and signalled the era of contemporary dentistry in Malaysia. The Malaysian Dental Council
(MDC) was established under this Act as the executive body to regulate the profession. The
Act clarifies features such as the registration and issuance of practicing certificates,
maintenance of professional standards, enforcement of illegal dentistry and enabling powers
to the profession to discipline its own members. However, the registration of Division II
dentists was closed in the year 1972.
The Dental Act 1971 has since undergone some amendments. Firstly was to enlarge the
Malaysian Dental Council membership in the year 1997 from 20 to 24 members, and to
strengthen penalties for offences under the Act. Another amendment was to address the
shortage of dentist in the public sector.
BRINGING ORAL HEALTHCARE TO THE COMMUNITY
In the year 1929, British administrators began to plan for organised dentistry, leading to the
demolition and conversion of a building in the Pudu area of Kuala Lumpur, which formerly
housed the poor. The said building was converted into the first government dental clinic. In
1946, the establishment of a Dental Division in the Medical Department. The public dental

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health services began with British dentists (officially Government Dental Officers) employed
in the main hospitals and assisted by locally qualified dentists. These dentists visited districts
or towns to undertake emergency dental care for one or two days a week.
NATIONAL CONCERN FOR DENTAL HEALTH
The category of under-18s formed about 50% of the population and exhibited appalling
dental health, this led to serious consideration of providing dental services specifically for
school children. Thus, in the year 1948, not only were school dental services introduced, the
dental nurses scheme was launched as well, whereby this category of personnel was allowed
to provide limited dental services under strict supervision. By 1952, 19 school dental clinics
were present. By 1955, the Rural Health Service Scheme was introduced and extended its
services to the rural population. By 1957, there were 55 school dental centres and 40 school
dental clinics operated by dental nurses.
ORAL HEALTHCARE FOR THE PUBLIC
Oral healthcare for the public was delivered through main dental clinics, therefore a main
dental clinic officially opened in Kuala Terengganu in the year 1954 to serve the public,
followed by the development of main dental clinics in other states.
At this time, dentistry reached an important milestone as an expansion into specialities with
dental officers being sent overseas in oral surgery, orthodontics and dental public health.
Specialist services commenced in the year 1952 with the establishment of oral surgery
centres in Johor Bahru and Penang.
CHRONOLOGICAL DEVELOPMENT OF DENTAL SPECIALIST SERVICES IN THE
MINISTRY OF HEALTH

Year

Specialty Discipline

1950

Oral Surgery

1954

Orthodontics

1967

Oral Medicine and Oral Pathology

1984

Periodontology

1985

Paediatric Dentistry

2005

Restorative Dentistry

1961 saw the first dental officer being sent to for a course in Dental Public Health.

Special segments of the population had dedicated access to oral healthcare. In the year 2953,
the Department of Orang Asli Affairs was established to provide services to the indigenous
groups living in the interior areas of Malaysia. In 1955, a dental clinic was opened at Sungai
Buloh Leprosy Centre, Selangor to cater to its inmates. In 1958, the Armed Forces Dental
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Services (AFDS) was established to provide oral healthcare to military personnel and their
families.
The outreach concept of service provision was not confined to merely mobile clinics
overland. In 1958, the marine dental clinic became operational, dispensing oral healthcare
along the Perak River.
ORAL HEALTHCARE TODAY
The early national concern thus has since been translated into many milestone developments
in public oral healthcare of the Ministry Of Health (MOH) under the Five-Year Malaysia
Plans. Both public and private sectors provide oral healthcare today with the Oral Health
Division, MOH assuming the role of lead agency for the profession. The private sector makes
a significant contribution although mainly in the well-populated urban areas.

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Brief Description of Formosa Dental Surgery, Penang

The Formosa Dental Surgery was founded by the owner, Dr. Lim. His establishment is
located along 123 Lorong Selamat, 10400 George Town, Penang. It is built in a terrace house
shop lot with other neighbouring businesses. He opens his dentistry from 9am-9pm on
Mondays to Fridays, 9am-5pm on Saturdays and closes business on Sundays. Dr. Lim has
been practicing dentistry since he started his business in the year 1997 and is still practicing
until today. Albeit he did admit that practicing dentistry can be excruciatingly boring but he
enjoys the results of a successful dental treatment. Besides, his patients consist of local
customers and foreigner customers mainly from America and Australia.
Dr. Lim works in a partnership with his wife. Both of them manage and run the business
together. According to the interview, the capital needed to start his business was about
RM100, 000 during the year 1997. Dr. Lim does not worry about competition against his
dentistry as understands that there are not many other dental clinics around the area of his
business. Hence, he knows that his business is in demand. Also, he does not own any other
branches asides his current dental clinic. The clinic provides treatments such as the root canal
and orthodontic treatment which are the most popular in the clinic. The prices at the clinic are
just below the average market price. For what reason, Dr. Lim is conscious of his strengths
and weaknesses and feels that his only weakness is not having the motive to generate a higher
income. Perhaps he is more concerned for the health of his patients teeth rather than making
money.

The couple have been marketing their dental services through the long but not forgotten
yellow pages and quite recently through web pages and Facebook. As a simple degree holder
in dentistry, Dr. Lim likes to keep to his standard as public servant and treats his patients
whole heartedly. However, he does dislike the fact that some of his patients are too talkative
and prefers them quiet. Even though Dr. Lim rather old, he still intends to learn more about
the technological and medical advances in the field of dentistry as his short term goals. Dr.
Lim keeps an honest and safe attitude as a self-rule in his philosophy of work. In more recent
light, when the GST taxation was implemented, their clinic absorbed the changes and to this
day still continues doing business in dentistry.

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Brief Description of Thurai Dental Surgery, Petaling Jaya

The Thurai Dental Surgery Clinic was founded in the year 1980 by Dr. Umapathy Kandia. It
is located at No. 6A, Jalan SS 3/35, Taman University, Selangor, 47300 Petaling Jaya,
Malaysia. Placed in a commercial block located near a residential area for the convenience of
the people staying there. According to the demographics of their customers, their patients are
mainly local customers and foreigners consisting of Indonesians, Japanese and foreigners
from Hong Kong, all aged between 18-50 years old. Besides, the clinic had previously owned
another branch, however they had decided to run just the one branch in Petaling Jaya.
Their top three competitors are Pristine Dental, Quality Dental and Sinayang SS Dental. With
the competition that Thurai Dental is facing, the clinic encourages their employees to service
their patients whole heartedly and to go the extra mile. Most of their employees have been
working with the clinic for over 7-8 years. In addition to that, the clinic smartly allocates
their staff based on their work attitudes and skill set. To exemplify this, staff with good public
relation and organization skills are posted at the reception. The company started with a
capital of RM150, 000 inclusive of the necessary dental equipment such as chairs, light
equipment and etc. On the other hand, they advertise their business mainly through internet
media such as web pages and Facebook.
We interviewed one of the main doctors to find out more detail from a dentists point of view.
She is a basic holder of a degree in dentistry and has been working in this industry for about
20-30 years. After all her working years, she feels that her greatest strength would be giving
her all for the patients, however she feels that it could be her greatest weakness as she knows
she is unable to solve every issue. She and the other employees are determined to achieve
their goals as their short-term goals would be implanting new services into the business
whereas long-term would be to ensure customer continuity at their dentistry.
Also, popular treatment at the clinic include profidexis which is scaling and root canal. They
also provide cosmetic treatments such as (composites) and crown and bridge and veneers.
When the GST was implemented, they absorbed the new taxation. Thurai Dental Surgery
prices examinations at RM30-40, simple procedures such as fillings at RM70 and scaling at
RM90.

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Competitors of Thurai Dental Surgery

Pristine Dental Clinic

For more than a decade of establishment, Pristine

Dental Centre is a speciality and general practice
that has been providing high quality dentistry.
Another unique and world renowned service
provided at Pristine is Smile Design and High
Aesthetic Dentistry. Located at 53 Jalan SS3/39.
Patients from all over the world come to visit
Pristine Dental for example Canadians, American,
etc.

Quality Dental Care

In Qualitas Dental Care, located at 13 01, Block

13, PJ21, Jalan SS3/39, is to create an
environment that best reflects the quality and
caring attitude towards the patient in the endoutcome. They also have a facility which they feel
beat reflects their quality.

SS Dental Clinic Sdn. Bhd.

Located at No. 12, Jalan SS 3/31, Petaling Jaya,

SS Dental Clinic has also been established for
more than 10 years, making it a valid competition
for Thurai Dental Clinic.

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(Possible) Competitors of Formosa Dental Surgery

SmileBay Dental Surgery
SmileBay Dental Surgery is a modern dental
spa situated around the Penang Island.
SmileBay provides a comfortable and
relaxing environment, and are equipped with
some of the latest cuttingedge equipment.
Located at 118-M-06, Island Plaza, Jalan
Tanjung Tokong, Tanjung Tokong

Ewe Dental Clinic

Located on 29-G, MK. 13, Ayer Itam,
Penang, 11500, Ayer Itam, Pulau Pinang,
Ewe Dental Clinic provides almost the same
kind off services such as crowning and root
canal to Formosa Dental Surgery.

Penang Dental Surgery

According to Penang Dental Surgery, patients receive the best

possible dental treatment available
with their team of qualified and experienced
dental professionals. Needs and expectations of patients are
their top priority. Coupled with their personal touch and usage
of customized advanced technology, we give you your very
best smile.

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Differences between Thurai and Formosa Dental Surgery

Thurai Dental Surgery

Differences

Farmosa Dental Surgery

1980

Founding Date

1997

DR. UMAPATHY

Founder

DR.LIM

PETALING JAYA

Location

GEROGETOWN, PENANG

Number of Employees

LOCALS AND FOREIGNERS

(INDONESIANS)

Target Customers

LOCALS AND FOREIGNERS

(CANDAIANS)

9 AM - 8 PM

Business Hours

9 AM - 9 PM

PAINLESS DENTISTRY

Dental Philosphy

HONEST TO PATIENTS

SHORTER WORKING HOURS

What prompted to start this

business instead of medical

NOT ENOUGH CGPA TO GO

INTO MEDICINE

THREE

Number of Competitors

NONE

MARKET PRICE

Price Range

BELOW MARKET PRICE

RM 150,000

Price of Starting the

Business

RM 100,000

Similarities between Thurai and Formosa Dental Surgery

Thurai Dental Surgery

Similarities

Farmosa Dental Surgery

ONE

Number of Founders

ONE

NONE

Number of Branches

NONE

INTERNET WEBSITE

Advertisement Strategy

INTERNET WEBSITE

DENTIST

Main Product

DENTIST

OWNER

Leader

OWNER

ROOT-CANAL

Well-Known Procedure

ROOT-CANAL

YES

Renovation of Clinic

YES

ABSORBED

GST Tax

ABSORBED

YES IN TOUCH WITH

TECHNOLOGY

Technology Savvy

YES IN TOUCH WITH

TECHNOLOGY

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Strategies Used by Dr. Lim

Doctor Lim applies plain but differentiated business promotion strategies. He stated the
market has less competition. Thus he does not seek for wealth. Keeping the business
unchanged, minimizing the expansion and renovations unlike the usual dentistry market. He
cuts down human resource expenses by not hiring any external employees but his wife as
dental assistant. Also avoiding mass advertisements, instead advertisements are only done by
small section in yellow pages, official webpage and indirect advertisements from reviews on
the blogs. Doctor Lim doesnt particularly enjoy his job; however he has a strong business
philosophy to build trust between him and his patients that attracts patients to come back to
him. He main focuses are on being careful and honest with the patient. Doctor strongly
promotes his strength on root canal procedure and orthodontic, which are highly demanded in
modern society. Finally most importantly the general price range of his business offers a little
lower to the usual market, and still he absorbed GST as well.

Strategies Used by Dr. Bina

Smart business strategies have risen up the business successfully. The level of competition
around Bangunan PJ21 is known to be high. Over a year, Thurai dental have moved its home
to a new location of a bigger area. Doctor Bina wanted to bring in and provide more
advanced, complex and demanded treatments by hiring specialists to follow the trend. Yet the
advertisements are only done on Google search display and their own website. No other
media rather than internet are used. Alternately she was prone to making loyal customers
(loyal patients) via forming bright atmosphere in the business. Her business philosophy is
firmly displayed providing painless dentistry as much as possible in order for the patient to
satisfy to maximum. If the patient is happy, then dentist is happy as well. In order to achieve
this, sometimes she had to provide extra services to unhappy and uncomfortable customers to
change their minds. Her pricing range is pretty similar to the usual market, but a slight
advantage on the fact that she has absorbed the GST.

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Nature of the Market

Dental industry is continuously growing industry in a steep gradient. The technology is
advancing; more people are not taking care of their teeth and resulting in dental illnesses,
instead rely on the treatments for cure. As the demand increases, spontaneously the supply
follows up. At a point supply has exceeded the demand causing high level of competition in
the industry. The pricing for general treatments have been decreased over past few years as a
part of surviving strategy of the businesses. More advanced and enhanced treatments have to
be brought in to constantly attract new patients demanding for better treatments. Also higher
qualifications and more experienced specialists are preferred to prevent the business failing
due to medical accidents. The competition in general is constantly increasing and the survival
requirements are getting more complex and tough.

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Competitive Analysis Summary Table

Competitive Trait

Thurai Dental Surgery,

PJ

Formosa Dental
Surgery, Penang

1. Numbers of
competitors

Klang Valley Around 160

Penang- Around 892.

2. Barrier to Entry

No barrier of entry,
because new firms can
enter and exit the market
easily

No barrier of entry,
because new firms can
enter and exit the market
easily

3. Differentiate or
Standardized
Services

Standardized services

Standardized services

4. Pricing Power

Average Market Price

Below Average market

Price

5. Other
Characteristic

Specialize in root canal,

scaling

Specialize in root canal,

orthodontic

6. Verdict

Perfect Competition

Perfect Competition

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CONCLUSION
Based on our analysis of both dental practices through thorough research and interviews, the
business that is more commercially successful is Thurai Dental Surgery. The reasons to this
conclusion derives from several points. Firstly, Thurai Dental Surgery in Petaling Jaya has
been established earlier than Formosa Dental Surgery in Penang. Although Thurai Dental and
Farmosa Dental Surgery both do not own branches, Thurai Dental Surgery has more loyal
long-term customers due to the area her business is situated compared to Formosa Dental
surgery. Moreover, Thurai Dental Surgery has more varieties of treatment compared to
Farmosa Dental Surgery. Eventhough Thurai and Farmosa have both expanded their
knowledge of dentistry through workshops, Thurai Dental still manages to provide more
services from more age categories. Therefore, Thurai Dental Surgery is the most
commercially successful dental clinic.

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Obstacles to Entry
Like any other business, running a dental clinic is no easy task. There are many obstacles
when starting out as a dental clinic. For example, a large sum of money is required to buy or
rent a vacant lot for the clinic and to buy all the necessary dental equipment, this required
money is called capital. Another reason to exemplify this statement, is that the qualifications
a person would need to start his/her own dentistry is long and difficult to achieve. A person
would need to pay and graduate from a degree course in dentistry to qualify as a certified
dentist. Furthermore, it takes a total of four years to become a holder of a bachelors degree
in dentistry. Not forgetting the limited range of treatments a dentist can provide for their
patients. Dental clinics that are not up to date with technological and medical advances will
not be able to provide certain treatments for their patients. Hence, people would not go to
dentistrys that are not capable of treating them.

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RECOMMENDATIONS
These are the reccomendations for both dentistry and what should've been
advance to maintain the sustainibility of the business.

Thurai Dental
Issue
Recommendations / Method
Limited advertizing
Add new options such as Facebook page or Twitter user
Immense pricing
Reduce prices of treatments or have promotions
Poor signage
Highlight the name of the clinic through signboards
Lack of car park
Rent more lots specifically for patients

Farmosa Dental
Issue
Recommendations / Method
Venerable looking
Renovate to keep in trend with modern times
Lack of staff
Hire more staff members
Limited seats and walking space
Increase size by expanding the clinic
Lack of car park
Rent more lots specifically for patients

APPENDIX 1: Interview questions

1. When was your business founded?
2. Who are the key founders?
3. What does your business offer?
4. What kinds of customers do you usually get? Foreigners, locals? What age range?
5. Do you have any other branches?
6. Give us a brief history of your business and any recent developments.
7. Do you have any major competitors in this area? (Three competitors)
8. What kind of advertising strategies does your business implement?
9. How much capital is required to start a dentistry business?
10. What kind of staff do you usually employ?
11. Personally, what are your opinions on entering this field of work?
12. What are your long-range and short-range goals and how would you prepare yourself to
achieve them?
13. What do you consider your greatest strength and weakness?
14. What qualifications (educational, personality and experience) that makes this business
successful?
15. How would you evaluate success?
16. What would be your dental philosophy?
17. What motivated you to go towards dentistry, instead of medical?
18. What do you like and dislike most about practicing dentistry?
19. How would you describe your knowledge of current technology and procedures?
20. How would you usually handle an unhappy and uncomfortable patient?
21. What dentistry procedures would be the most popular?
22. Does your business offer cosmetic dentistry?
23. With the GST tax implemented, how did your business overcome this situation? (absorb or
deny)
24. What are the ranges of pricing that your business offers?
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APPENDIX 2: Interviews with the answers

Interview with Dr. Bina

Date: 6th NOVEMBER 2015
Time: 5 PM - 5:30 PM
Place: RESIDENCE OF DR.BINA

First question- when was your business founded?

It was founded in 1980, but not by me, by my senior partner, Dr. Umapathy Kandia
So what does your business offer?
Full mouth rehabilitation
What kind of customers do you usually get? Do you get foreigners? Locals?
We do get quite a few Indonesians and of course, locals. One or two maybe from
Hong Kong, sometimes even from Japan. But that percentage is very small. But
mostly its Indonesians and locals.
Okay, and whats the age group around.
Varies. Because in my clinic I do a lot of dentures. So anything above 50 for
dentures. We also have a very young crowd, from 20 to 30. The factory workers,
(because they are a lot of factories in my area) between 18 to 30.
Do you have any other branches?
Not at the moment. We used to.
Can you give us a brief history or any recent developments?
Okay. Until a year ago, we were doing basically general practice dentistry. That was
your normal fillings, scaling, extractions, basic root canals. But since the beginning of
this year, we wanted to add value to our service so we moved it from the normal
general practice to more of a specialist kind of treatment, where we hired a specialist
to come in and we do all ranges. Right from braces to implants to root canals to gum
flap surgery. All this was not offered earlier. So this was the new movement we have
done.
You have also moved to a new clinic, Ive heard? From the old
In order to fit in all these services, I needed a bigger area so we moved.
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Do you have any major competitors in your area? Could you name three?
Maybe Pristine Dental is one.. Quality Dental and Sinayang. SS Dental, its called.
What kind of advertising strategies does your business implement?
At the moment through the net, with google. Weve got an address and all that, and
weve got our own webpage.
How much capital is required to start a dentistry business?
Quite a bit. Looking at about RM 150, 000. Inclusive of (chair) and renovation.
Thats basic.
What kind of staff do you usually employ?
Kind? What do you mean- race or
No, what are the qualities do you look for in staff
My staff and me- 3 quarters of them have been with me for the last 7 to 8 years. For
the receptionist staff, yes, we do need staff who can manage very well and who speak
good English with a mixture of Chinese and Bahasa, of course. But for the staff
inside, we look for staff who are a bit compassionate, who can talk to the patients and
who are caring. Thats for the inside, to help the doctor.
Personally, what are your opinions on entering this field of work?
Ive been in this field of work for the last 20, 30 years, its a bit too late to ask, but I
enjoy doing what I do and I feel very satisfied when the patient has a good smile and
when the patient tells you thank you, you know, when they say thank you for helping
them out with what you have done
What are your long-range and short-range goals in your business?
Short-range goals are to make sure that the new services I have implemented- it takes
off. And long-term is of course we would like to see as many patients as possible
having a full-mouth rehabilitation, a satisfactory mouth.
What do you consider your greatest strength and weakness?
Greatest strength- I would go all out to help patients and that could also be my
weakness because sometimes we cant sort every issue
Okay, fair enough. What qualifications, such as educational, personality and
experience that makes this business successful?
Because you have to be a dentist, right, you have to have a basic degree.
Yeah, these are all the staple questions that we have to ask
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Without that you cant practice.

What would your dental philosophy be?
If the patient is happy, you are happy. You know, basically its the patient who looks
at their mouth every day, so they have to be satisfied, right? Painless dentistry, if
possible.
What motivated you to go towards dentistry instead of medical?
At that time I was told that you would have shorter hours.
What do you like and dislike most about practicing dentistry?
What I dislike is when the patient doesnt seem to understand why a certain
treatment is not not all treatment is the same for everybody. Everybody has got a
different threshold of pain and different conditioning. So when you cant put that
across to a patient and the patient is really upset, thats one thing I dont like. And of
course the other painful part of dentistry is when we give them injections, thats
painful, so patients walk in with fear in their mind, you know, its a preconceived idea
that dentists are scary. So especially the first time when the patient comes to you,
really talk to them, really make them confident. You use up a lot of your energy and
potential before you can actually start the treatment.
And what about liking dentistry?
I like to help people, so I suppose when you do a successful treatment plan, you feel
happy.
How would you describe your knowledge of current technology and procedures?
Well, I keep in touch in a sense that I do attend my educational talks and when we
have our conferences and all that, thats really important because theres so much of
research going on at the moment and its really moving forward so we really have to
keep in touch.
How would you usually handle an unhappy or uncomfortable patient?
You have to pacify them, you have to talk to them, try to undo whatever treatment if
they are not happy with, if possible. You have to go the extra mile to give them the
extra service
What dentistry procedures would be the most popular in your business?
The most popular one, of course is your profidexis which is your scaling; the scaling,
root canals.
Does your business offer cosmetic dentistry?

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Yes.
What kind, specifically?
Cosmetic dentistry is basically your (composites) and your crown and bridge and
veneers.
With the GST tax implemented, how did your business overcome this situation? Did
you just absorb it?
Absorbed, we absorbed it.
Last but not least, what are the ranges of pricing that your business offers?
Well, we start off from maybe.. like an examination could be anything between 30 to
40, and the simplest procedure is maybe a filling or a scaling. A filling could start off
at 70 and a scaling 90.
Thank you, thats all for today.

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Interview with Dr. Lim

Date: 11th NOVEMBER 2015
Time: 10 AM - 10:30 AM
Place: FARMOSA DENTAL CLINIC
Good Morning Dr.Lim. I will start off the interview now. When was your business
founded?
It was founded in 1997
Who are the key founders of this business?
I am the one who founded.
So what does your business offer?
Offer? There is the table of offer services available.
What kind of customers do you usually get? Do you get foreigners? or Locals?
All kinds. Foreigners and Locals.
Foreigners form which country mainly?
US, Australia. They have migrated and then they come back.
Do you have any other branches?
No.
Can you give us a brief history or any recent developments? In the sense like you did
renovation?
None, renovation once only.
And that happened when?
At the beginning.
Do you have any major competitors in your area? Could you name three?
Major Competitors Major Competitors none I think. Because that is I do my
own thing and don't worry or take use from them.
What kind of advertising strategies does your business implement?
At first the yellow pages and then the internet and webpages. Some come and visit
me from the internet.

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We found yours on the internet as well thats how we found your dentist clinic
How much capital is required to start a dentistry business?
Last time in 1997 is a bit cheaper, about 100,000.
Do you have any staff?
No staff
My wife assist me as a dental assistant.
Personally, what are your opinions on entering this field of work? How do you feel
about this business? Is it a good business? A strong business?
Yes but it is not so exciting
What are your long-range and short-range goals in your business?
Long-range- in my age theres no such thing as long range because I'm old, so I just
keep my business running. Short range- study some advanced course like implants and
technology.
What do you consider your greatest strength and weakness?
Weakness is I don't aim to make money so my profit is not very high.
What qualifications, such as educational, personality and experience that makes this
business successful?
Just a dentist degree.
How would you evaluate your success over the years?
Hard-work and kind to the patient. Also, very patient to the patients.
What would your dental philosophy be?
Do what you need to the patient, carefully and honestly, no cheating gone the
treatment.
What motivated you to go towards dentistry instead of medical?
Because I didn't reach standard of the medical, so I chose dentistry
What do you like and dislike most about practicing dentistry?
No,no
For example for dislike, lots of people say that dentist are scary, maybe thats what
you don't mind.

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

Hmm
And what about like?
Cosmetic dentistry because yo do something well to the patient, like the face part, if
its well done then its good to the teeth
How would you describe your knowledge of current technology and procedures?
Yes,yes
How would you usually handle an unhappy or uncomfortable patient?
My patients are talkative, they ask so much
What dentistry procedures would be the most popular in your business?
Root canal treatment and orthodontic
Does your business offer cosmetic dentistry?
Little.
With the GST tax implemented, how did your business overcome this situation? Did
you just absorb it?
Absorbed
Last but not least, what are the ranges of pricing that your business offers?
According to the market, a little lower to the market.
Thank you Dr.Lim, thats all for today.

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

APPENDIX 5: Minutes of the Meeting

MINUTES OF THE MEETING 1:
DATE:

11 NOVEMBER 2015

TIME:

10:30 AM - 12.00 PM

VENUE:

LIBRARY, TAYLOR UNIVERSITY LAKESIDE

CAMPUS

ATTENDEES:
NAMES OF GROUP MEMBERS

TUTORIAL GROUP

ROLE

PREMDYL SHADAN

WEDNESDAY
AFTERNOON, 2-4 PM

Leader, Competitors,
Presentation Slides,
Overall Report Checker,
Similarities and
Differences.

SARA WEE

WEDNESDAY
AFTERNOON, 2-4 PM

Description of Dentistry
in Malaysia, Conclusion

ALLESTER SHAUN

WEDNESDAY
AFTERNOON, 2-4 PM

Key Summary,
Methodology,
Recommendation

JONATHAN LIM

WEDNESDAY
AFTERNOON, 2-4 PM

Description of Each
Dentist, Obstacles Faced
by New Business,
Presentation Slides

HOH JEAN MING

WEDNESDAY
AFTERNOON, 2-4 PM

Competitive Analysis
Summary Table

HONG SEO TAEK

WEDNESDAY
AFTERNOON, 2-4 PM

Startergies Employed,
Nature of the Market,
Video Subtitles

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

MINUTES:
NO.

ACTIVITY

ACTION TAKEN BY

1.

Give out tasks

for report

All group members are completing their own part of the report.

2.

Start the
presentation
slide

After done the report, we start to do our presentation slides.

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

MINUTES OF THE MEETING 2:

DATE:

18 NOVEMBER 2015

TIME:

11AM -12 PM

VENUE:

MAMAK, TAYLOR UNIVERSITY

LAKESIDE CAMPUS

ATTENDEES:

NAMES OF GROUP MEMBERS

TUTORIAL GROUP

ROLE

PREMDYL SHADAN

WEDNESDAY
AFTERNOON, 2-4 PM

Leader, Competitors,
Presentation Slides,
Overall Report Checker,
Similarities and
Differences.

SARA WEE

WEDNESDAY
AFTERNOON, 2-4 PM

Description of Dentistry
in Malaysia, Conclusion

ALLESTER SHAUN

WEDNESDAY
AFTERNOON, 2-4 PM

Key Summary,
Methodology,
Recommendation

JONATHAN LIM

WEDNESDAY
AFTERNOON, 2-4 PM

Description of Each
Dentist, Obstacles Faced
by New Business,
Presentation Slides

HOH JEAN MING

WEDNESDAY
AFTERNOON, 2-4 PM

Competitive Analysis
Summary Table

HONG SEO TAEK

WEDNESDAY
AFTERNOON, 2-4 PM

Startergies Employed,
Nature of the Market

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

MINUTES:
NO.

ACTIVITY

1.

Draft for Reports Checked by lecturer Ms. Cassandra

are done

2.

Editing of
Presentation
Slides

FNBE AUGUST 2015

ACTION TAKEN BY

Adding images and extra information

RESEARCH ASSIGNMENT

APPENDIX 4: Business Cards

Thurai Dental Surgery, Petaling Jaya.

Farmosa Dental Surgery, Penang.

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

APPENDIX 3: Website

Thurai Dental Surgery, Petaling Jaya.

Official Website: http://www.pjdentist.com

Farmosa Dental Surgery, Penang.

Official Website: http://dentistsnearby.com/Formosa-Dental-Surgery

FNBE AUGUST 2015

RESEARCH ASSIGNMENT

REFERENCES
Webpage References:
1. (n.d.). Retrieved November 21, 2015, from
http://study.com/academy/lesson/barriers-to-entry-in-economics-definition-typesexamples.html
2. Dental Clinics in Penang. (n.d.). Retrieved November 3, 2015, from
http://www.penang-traveltips.com/dental-clinics.htm
3. History of Dentistry In Malaysia. (n.d.). Retrieved November 15, 2015, from
http://ohd.moh.gov.my/v3/index.php/en/about-us/history-of-dentistry
4. Main Page. (n.d.). Retrieved November 10, 2015, from
http://www.penangdentalsurgery.com
5. PRISTINE DENTAL CENTRE | Dental Clinic Kuala Lumpur, Petaling Jaya, Malaysia.
(n.d.). Retrieved November 11, 2015, from http://pristinedental.com.my
6. Penang Dental | Dentist | SmileBay Dental Surgery. (n.d.). Retrieved November 11,
2015, from http://smilebaydental.com
7. Quality Dental Care Main Page (n.d.). Retrieved November 17, 2015, from
http://qualitydentalcare.my
8. Thurai Dental Surgery. (n.d.). Retrieved November 16, 2015, from
http://www.pjdentist.com
Personal Communication References:
9. Dr. Bina (2015) interviewed November 6, 2015
10. Dr. Lim (2015) interviewed November 10, 2015
11. Dr. Anita (2015) personal communication November 4, 2015
Online-Newspaper/ Article References:
12. McNamee, D. (n.d.). Beyond tooth decay: Why good dental hygiene is important.
Retrieved November 17, 2015, from
http://www.medicalnewstoday.com/articles/283649.php
13. Shamblott Family Dentistry Provides Free Basic Dental Care for Patients in Need
during the Dentistry from the Heart One Day Event. (2013, March 1). Health & Medicine
Week. Retrieved November 25, 2015, from
http://www.highbeam.com/doc/1G1-320651974.html?

Book References:
14. Weinberger, B. (1948). An introduction to the history of dentistry: With medical & dental
chronology & bibliographic data. St. Louis: C.V. Mosby.
Movie References:
15. LeSage, B. (Director). (2008). A to Z in cosmetic dentistry [Motion picture]. Distributed
by Global Institute for Dental Education.