Ng Keng Yit 1305265
Justine Saw Zhi Pei 1403232
Chai Jea Yuen 1305396
Pang Chia Yin 1404954
Heng Peng Ji 1303313
Chang Voon Chin 1401390
Restoran Chang Keong Dim Sum 张强包饺点心
34, Jalan Raja Ekram, 30450 Ipoh, Perak, Malaysia.
Operating hours: Mon to Sun 0530 to 1500
Directions:
GPS:
4.597393, 101.085707
Chang Keong Dim Sum was found almost 15 years, since 2001, at Ipoh downtown area, Perak. The name of this restaurant was inspirited from the name of the founder Mr Chang Keong. It is located at the centre of Ipoh town, also known as “Dim Sum Street”. Dim Sum is one of the attractions of Ipoh. This restaurant is almost a full house during public holiday. The most reasons Chang Keong Dim Sum was the choice of local and tourist is it provides a local taste and insist of traditional way to produce quality food.
Feedback:
“I often visit this restaurant because the taste suits me well. My recommended Dim Sum is “Yu Pi Jiao”.”
“The reason I choose to have breakfast here is I can enjoy noodle and Dim Sum in the same time.”
“This is the best and cheapest Dim Sum you can found in town!”
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| Hot steamed Dim Sum |
Value Proposition:
Dim Sum has become a symbol of Ipoh. Along with the tourism developing, Chang Keong has more stable in sales. The house specials of Chang Keong Dim Sum are “Da Pau” and “Yu Pi Jiao”. “Da Pau” refers to big Pau made with chicken, pork and egg. “Yu Pi Jiao” is a seafood Dim Sum cover with fish skin. The making process is complicated compare to others Dim Sum. This is why seldom Dim Sum restaurant will provide this. The price is moderate in Ipoh town.
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| Chicken Feet |
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| Char Siew Bao
Cha Siew Bao also called Chinese Barbeque Pork Bun.
|
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| "Yu Pi Jiao" |
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| Hong Kong Chee Cheong Fun Cantonese dish from southern China including Hong Kong, commonly served either as a snack, small meal or as a variety of dim sum.It is a thin roll made from a wide strip of rice milk, filled with shrimp, Cha Siew, or mixed. |
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| Fried carrot cake It is made with radish cake, and then stir-fried with eggs, beam sprouts, and other seasonings. |
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| Century egg and pork porridge Rice porridge cooked with century egg and pork. |
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| Shrimp Roll |
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| Sweet and Sour |
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Sesame Ball (芝麻枣) Price ListLet's enjoy this video! |
Bamboo Tea Leaf 竹林缘
No. 2252, Jalan Batu Sinar, Taman Bandar Baru,, 31900 Kampar, Perak
Operating hours: Mon to Sun 11.00 to 23.00
Directions:
Bamboo GPS: 4.326379, 101.143849
Bamboo tea leaf was established in 2015, at Kampar, Perak and was founded by Mr Lim Kian Seng. It is Kampar’s first tea Chinese restaurant. Mr Lim was introduced about Chinese tea, he then slowly fell in love with it. It provides customer a complete tea set with tutorial for art of tea. This restaurant is very unique because it using tea leaf in cooking. Its snacks and dishes are full with smell of tea and the essential of tea is absolutely permeated inside of food. The restaurant claims that there are a lot of benefits consuming tea, for example tea has less caffeine than coffee.
Feedback:
“I love the atmosphere here I can chit chatting with my buddy calmly.”
“My favorite is oolong fried rice. As a student, I’m glad to get such special dishes with affordable price.”
“I come here to meet new friend who has same interest as me. I enjoy myself while preparing the tea.”
“Not bad, quite interesting and unique. I would like to invite my friend to give a try.”
Value Proposition:
The reason of Restaurant Bamboo tea leaf can grow rapidly is due to the need for uniqueness of students. 70% of their customers are university students. Students are more active in trying new things and seeking quality life. Bamboo tea leaf provides a platform for customer to learn more in art of tea. People nowadays believe that learning art of tea can upgrade the social class. The most important is it provides different food to fulfill different customer need. Students are tends to seek for affordable price.
Value proposition of Viral Marketing
The value proposition of Restaurant Chang Keong Dim Sum that had been created by using the viral marketing is the Restaurant Chang Keong Dim Sum is branded as a restauarant that can offer the large size and delicious breakfast, Dim Sum, at a reasonable price for customer. It is due to the reason that the most customers has been satisfied by large size of each dishes and reasonable price which have been a competitive advantage in competing with other strong competitors.
Revenue Model supported by Viral Marketing
Since the Restaurant Chang Keong Dim Sum is a brick-and-mortar store and physical restaurant that just mainly provides its product in physical store and allow calling booking service with the contact information in Facebook and other food blogs. Restaurant Chang Keong Dim Sum uses the viral marketing to support the typical revenue model. The revenue model of Restaurant Chang Keong Dim Sum is earning the total price that Restaurant Chang Keong Dim Sum charges on their customer total ordered dishes in its physical store. Firstly, viral marketing is utilized by Restaurant Chang Keong Dim Sum just as a marketing tools to spread the positive word-of-mouth (WOM) about its products and service among the customer and social media, it increase the awareness about the uniqueness of its products and services among the target market. It attract large amount of visitors to consume Restaurant Chang Keong Dim Sum’s Chinese breakfast dishes in its physical and ultimately increase its revenue to sustain its business.
Its basic approach used in marketing and advertising
Relax environment also one of their value positioning. They are using bamboo as their wall; design and thus create the mind peace atmospheres. Some customer like to have their meal there just because the relax environment with the Traditional Chinese Tea House.
Their mainly target customer is within this areas and also tea lover around this level, thus they do not do mass advertisement all around the country. They advertise their self by using large advertisement board just in front of their shop. They have a god strategic location where passengers in cars can saw the advertisement because their shop just in front of road.
Another method use by them to advertise is by using social media, Facebook, as one of their advertising approach. Target customers are UTAR student who are the teenagers who spend much of their time on Facebook when they are free.
Since their target customers are studying in UTAR, so they would like to sponsor event for to increase students’ awareness around the campus. B.O.S.S exhibition is one of the events that Bamboo Tea Leaf Restaurant had sponsor. This is a good idea to promote their shop among their target customer because it is one of the public relationships. Student feel being link to the shop because the shop supports their event. This will create a good bonding within the business and customer. It maybe create loyal customer too if the student feel comfortable when dining in their restaurant.
Another consequence is that when they feel comfort and love this environment, they will ask their friend coming together which had created the viral marketing of Word of Mouth. This will help them in building good perception and also increase their brand image.
Recommendations to improve businesses through e-commerce
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| 酱油蒸鸡 Steamed Soy Sauce Chicken |
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| 乌龙炒饭 Oo Long Tea Fried Rice |
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| 绿茶炒饭 Green Tea Fried Rice |
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| 东坡肉面 Minced Pork Noodles |
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| 干炒老鼠粉 Fried Lou Shu Fen |
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| 星洲米粉 Xin Zhou Fried Noodles
Reason Why selected Bamboo Tea Leaf
The reason why we selected Bamboo Tea Leaf is because this restaurant is one of the famous restaurants in Kampar New Town area.
First and foremost, every student and local resident who are studying, staying and working here sure will know this restaurant because it is very unique. The main product of this restaurant is selling the services of drinking TEA by using Tea Set. There are a lot of types of Chinese Tea provided. People can use the different way to enjoy the Tea in there.
Second, the foods and behaviors are very attractive and new. There are some of the foods of Bamboo Tea Leaf using Tea Leaf to cook. For example, Green Tea Fried Rice, Back Tea cooks chicken, Oolong Tea Fried Rice and etc. These foods are very strange and difficulty to find on the market. Likewise, people will also be interesting to their foods and behaviors.
Lastly, the environmental of Bamboo Tea Leaf is nice and will let people feel close with the nature. We, as a human, sometimes need a comfortable environment to relax. Bamboo Tea Leaf is a good choice for us to relax because of the design is very nature. They use bamboo tables and chairs as their furniture and this will let people feel themselves in the suburbs. Therefore, the environment of this Bamboo Tea Leaf has loved by the public.
In a nutshell, the reason why we selected Bamboo Tea Leaf is because the unique services, special foods and behaviors and the quiet environment.
Reason Why selected Restoran Chang Keong Dim Sum
Restoran Chang Keong Dim Sum is helding in Ipoh. As the name of this restaurant, you can know that this is a DIM SUM restoran and this restaurant was operated by Chang Keong. This restaurant is very famous in Ipoh too.
First and foremost, Restoran Chang Keong Dim Sum provides many types of foods for his customer. So that customers have more choices. For example, Chicken Feet, Sweet and Sour, Fried Dim Sum, big bun and etc. In addition, the serves and quantity of their foods are quite big compare with their competitors. It is easy to make people fell full after having at there.
Second, the price of Dim Sum in Restoran Chang Keong Dim Sum is affordable. The Dim Sum’s price range is between RM4.00 to RM5.00 each dishes. This mean all the customer can get the highest satisfaction with the lower price spending. In the other hand, Restoran Chang Keong Dim Sum is easy to reach. It is because it located in the tourism area in Ipoh city center.
Last but not least, the reason why we selected Restoran Chang Keong Dim Sum is because it is very popular and also the tourist favorite shop. Each tourist knows this Dim Sum Shop because this shop is very well-known for everyone, no matter domestic and oversea people. Likewise, these tourism will automatic promote to their friends after their return to their country.
In a nutshell, Restoran Chang Keong Dim Sum is very famous in Ipoh. Therefore, it caused us to choose their restaurant automatically.
Its classification of e-commerce by the nature of the transactions or interactions
Business to consumer model includes retail transaction with individual shoppers, involves customers gathering information of purchasing physical goods or information goods. This business model is also called e-tailing. Thus, the more common B2C business models are the online retailing companies.
Both Bamboo Tea Leaf and Restaurant Chang Keong Dim Sum are using B2C transactions as they have a physical shop. In other words, both restaurant selling their dishes in offline mode. B2C is the model that taking the businesses and consumers interaction. It is happened when a business or transactions are carry out between a company and a consumers who are the end-users of its products or services.
Likewise, it is more convenient for them and their customer. This allows business to provide more complete information on their website compared to the information in the brochures that are being handed out by sales representatives. In addition, they are easier to upload the latest news to their customer through the web.
Last but not least, they can east to interact with their clients. This is another advantage of e-tailing. With this type of interaction, the both Restoran Chang Keong Dim Sum and Bamboo Tea Leaf can easier to connect with their consumers and consumers can give their appropriate feedbacks accordingly making it an excellent customer services tool. With this interaction, businesses can effectively assess in more ways how they can improve their services and foods, which in end, will certainly guarantee a much higher rate of satisfied customer.
We conclude that Restoran Chang Keong Dim Sum and Bamboo Tea Leaf are using business to customer method which mean in the offline mode in order to expand their business to attract more customers.
Online Business
Model of Restaurant Bamboo Tea Leaf
Business-to-Consumer Buisness Model
Restaurant Bamboo
Tea Leaf is a typical Chinese cuisine restaurant
that conducts its business in the Business-to-Consumer
(B2C) model by selling their Chinese cuisines and culinary service to their
customer. Moreover, the main customer is the universities students in Kampar
Newtown area. On the other hand, the main revenue of Restaurant Bamboo Tea Leaf is the total price charge on each customer
for their order of its signature cuisines, Chinese art of tea and service.
Typical Electronic
Commerce- Viral Marketing
On the other hand, Restaurant Bamboo Tea Leaf is using
the viral marketing, which is typical electronic commerce business model,
as one of their method in obtaining value
proposition for its business and as a supportively marketing channel for
its revenue model.
Restaurant Bamboo Tea Leaf uses viral marketing is one
of its marketing techniques that creating 2
online pages in a popular social media which is Facebook to pass on a marketing message in the form of word-of-mouth (WOM) advertising to
other sites or users, creating a potentially exponential growth in the message's
visibility and effect. The following is the pages of Restaurant Bamboo Tea Leaf that had been created on Facebook:
The link above is the official restaurant online page in
Facebook that had been created by owner of Restaurant Bamboo Tea Leaf to update the latest information about its
business. For instance, the owner has utilized this page to update their
coming new cuisine, news, and the general knowledge about the Chinese art of
tea.
The link above is the online page in Facebook that had been created as a tea room for the consumers to post their feedback and review about the products and service of Restaurant Bamboo Tea Leaf. In fact, most of its customer had given the positive feedback about signature Chinese cuisine which is fried porridge, comfortable dining atmosphere, and its unique tea set with the importing tea leaves.
Value proposition of Viral Marketing
The value proposition for a restaurant is the special meals and service that offered by the restaurant while it is not available at other dining establishments in the area. Besides, a unique value proposition is significant important for restaurant business to compete daily and attract customers over other restaurants. The value proposition of Restaurant Bamboo Tea Leaf that had been created by using the viral marketing is the Restaurant Bamboo Tea Leaf is branded as a platform that can allow its customer to learn Chinese art of tea with free completed tea set at a reasonable price that is affordable by their main customer who is the university students in Kampar Newtown area. Moreover, the Restaurant Bamboo Tea Leaf provides a comfortable atmosphere, where is filled with the aroma of Chinese tea and decorated with the theme of bamboo, tea, and panda, to its customer so that they can enjoy the Chinese cuisines to the fullest and learn the Chinese art of tea.
Revenue Model supported by Viral Marketing
Since the Restaurant Bamboo Tea Leaf is a click-and-mortar
store and physical restaurant that just
mainly provides its product in physical store and allow booking service in Facebook, so another objective of
Restaurant Bamboo Tea Leaf in using the viral marketing is to support the its typical revenue model. The revenue
model of Restaurant Bamboo Tea Leaf is earning the price that Restaurant Bamboo
Tea Leaf charges on their customer ordered dishes in its physical store. Firstly,
viral marketing is utilized by Restaurant Bamboo Tea Leaf as a marketing tools
to spread the positive word-of-mouth
about its products and service among the customer and social media, it increase the awareness about the uniqueness
of its products and services among the target market. It attract large
amount of visitors to consume Restaurant Bamboo Tea Leaf’s cuisine and services
in physical and ultimately increase its revenue to sustain its business.
Offline Business Model of Restaurant
Bamboo Tea Leaf
Since the most of the business
activities of Restaurant Bamboo Tea Leaf emphasize on the physical restaurant, the
business of Restaurant Bamboo Tea Leaf can be analyze by using the business model canvas that is
applicable to analyze all the businesses even for the businesses that without
using electronic commerce (Barringer & Ireland, 2012). The following table
is the business model canvas of
Restaurant Bamboo Tea Leaf.
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Online Business
Model of Restaurant Chang Keong Dim Sum
Business-to-Consumer Business Model
Restaurant Chang
Keong Dim Sum is a typical Chinese breakfast
restaurant that conducts its business in the Business-to-Consumer (B2C) model by selling their Chinese breakfast
dishes which is called as Dim Sum to
their customer. Besides, the main customers are the residents in Ipoh.
Furthermore, the main revenue of Restaurant Chang Keong Dim Sum is the total
price charge on each customer for their total ordered dishes.
Typical
Electronic Commerce- Viral Marketing
On the other hand, Restaurant Chang Keong Dim Sum is using the viral marketing, which is typical
electronic commerce business model, as one of their method in obtaining value proposition for its business and
as a supportively marketing channel for its revenue model.
Restaurant Chang Keong Dim Sum uses viral marketing is
main marketing techniques that creating 1
online pages in a popular social media which is Facebook to pass on a marketing message in the form of word-of-mouth (WOM) advertising to
other sites or users, creating a potentially exponential growth in the
message's visibility and effect. On the other hand, there are more than 10 online food blogs have
provide the positive review on its dishes. For instance, there are http://eatwhateatwhere.blogspot.my/,
https://foursquare.com/,
http://my.openrice.com/,
http://j-travel.blogspot.my/,
and etc. The following is the pages of Restaurant Chang Keong Dim Sum that had
been created on Facebook:
The links above are the online page in Facebook which was created by the owner of Restaurant Chang Keong Dim Sum and food blogs that had been created by the consumers to post their feedback and review about the products and service of Restaurant Chang Keong Dim Sum. In fact, most of its customer had given the positive feedback about the qualities of its dishes which are the size, taste, and the reasonable price of each dishes.
The value proposition of Restaurant Chang Keong Dim Sum that had been created by using the viral marketing is the Restaurant Chang Keong Dim Sum is branded as a restauarant that can offer the large size and delicious breakfast, Dim Sum, at a reasonable price for customer. It is due to the reason that the most customers has been satisfied by large size of each dishes and reasonable price which have been a competitive advantage in competing with other strong competitors.
Revenue Model supported by Viral Marketing
Since the Restaurant Chang Keong Dim Sum is a brick-and-mortar store and physical restaurant that just mainly provides its product in physical store and allow calling booking service with the contact information in Facebook and other food blogs. Restaurant Chang Keong Dim Sum uses the viral marketing to support the typical revenue model. The revenue model of Restaurant Chang Keong Dim Sum is earning the total price that Restaurant Chang Keong Dim Sum charges on their customer total ordered dishes in its physical store. Firstly, viral marketing is utilized by Restaurant Chang Keong Dim Sum just as a marketing tools to spread the positive word-of-mouth (WOM) about its products and service among the customer and social media, it increase the awareness about the uniqueness of its products and services among the target market. It attract large amount of visitors to consume Restaurant Chang Keong Dim Sum’s Chinese breakfast dishes in its physical and ultimately increase its revenue to sustain its business.
Offline
Business Model of Restaurant Chang Keong Dim Sum
Since the business activities of Restaurant Chang
Keong Dim Sum completely on the physical restaurant which is brick-and-mortar
store, the business of Restaurant Chang Keong Dim Sum can be analyze by using
the business model canvas that is
applicable to analyze all the businesses even for the businesses that without
using electronic commerce (Barringer & Ireland, 2012). The following table
is the business model canvas of Restaurant
Chang Keong Dim Sum.
Its basic approach used in marketing and advertising
In this part,
we will discuss about the restaurant marketing approach from the market
segmentation approach, core product and positioning and also advertising
approach.
Bamboo Tea
Leaf Restaurant is using geographical segmentation and also behavioural
segmentation for the target market segmentation. Bamboo Tea Leaf Restaurant is
located in Kampar, so that it is targeting customer within this area, mostly
are UTAR students. Another segmentation use by this restaurant is behavioural
segmentation. They are targeting tea lover where this customer can get benefit
sought that do not offer by others in this area.
Bamboo Tea
Leaf core product is Chinese tea. They provide a complete tea set with tutorial
for art of tea. They are using tea leaf as one of the ingredient in cooking.
Some special dishes which cook with tea leaf such as Oolong tea fried rice and
green tea fried rice are one of their chef recommendation. They also use their
unique which do not offer by others within this area as their positioning
strategy.
Relax environment also one of their value positioning. They are using bamboo as their wall; design and thus create the mind peace atmospheres. Some customer like to have their meal there just because the relax environment with the Traditional Chinese Tea House.
Their mainly target customer is within this areas and also tea lover around this level, thus they do not do mass advertisement all around the country. They advertise their self by using large advertisement board just in front of their shop. They have a god strategic location where passengers in cars can saw the advertisement because their shop just in front of road.
Another method use by them to advertise is by using social media, Facebook, as one of their advertising approach. Target customers are UTAR student who are the teenagers who spend much of their time on Facebook when they are free.
Since their target customers are studying in UTAR, so they would like to sponsor event for to increase students’ awareness around the campus. B.O.S.S exhibition is one of the events that Bamboo Tea Leaf Restaurant had sponsor. This is a good idea to promote their shop among their target customer because it is one of the public relationships. Student feel being link to the shop because the shop supports their event. This will create a good bonding within the business and customer. It maybe create loyal customer too if the student feel comfortable when dining in their restaurant.
Another consequence is that when they feel comfort and love this environment, they will ask their friend coming together which had created the viral marketing of Word of Mouth. This will help them in building good perception and also increase their brand image.
Chang Keong
Dim Sum Restaurant is a restaurant who serves Dim Sum as their core product.
They are also using geographical and also behavioural segmentation for their
target segmentation. Their main target
customer is those who live in Ipoh and also have the behaviour of eating
breakfast.
Dim Sum has
become the symbol of Ipoh breakfast. Chang Keong Dim Sum Restaurant who offers
Dim Sum has also become one of the attentions to Ipoh citizens. Furthermore,
this restaurant has the competitive advantage of serving fresh and delicious
food to customer.
Their core
product or to say hot items are “Da Pau” and “Yu Pi Jiao”. “Da Pau” refers to
big Pau made with chicken, pork and egg. “Yu Pi Jiao” is a seafood Dim Sum
cover with fish skin. These products have differentiated them from other who is
not serving this food because the making process is complicated. More and more
food that are delicious can view from our photo.
The
advertisement use by Chang Keong Dim Sum Restaurant is huge advertising board
that high located in front of his restaurant. They are using two boards as
shown in picture because they want to grab the attention of target customer in
their sight as much as possible.
Although they
have their own social media, Facebook, as one of their advertisement channel,
but they are not active because most of their customer are loyal customer. They
are having good business all around the time because they had successfully
grabbed the heart of customer by satisfying them.
Word of Mouth
(WOM) also be one of their channel in advertising because they are long in
industry and also one of the most popular Dim Sum restaurant in Ipoh. Loyal
customer spread their word of mouth is much more effective than any of
advertisement channel because it give confident to new seeker.
Chang Keong Dim Sum
As we know, Social
Recommendations and Referrals are important in increase the popularity of a local
food. Therefore, Chang Keong (CK) Dim Sum should consider making their Facebook
page as an official one, and updating their page more often. They should not
only providing their address and contacting information in it, but also some of
the latest news such as new invention of dim sum, interview from TV shows such
as Ho Chak! and announcement by newspaper company such as Sin Chew and Nan
Yang. They could also put more photos of special VIPs who visited their shops
recently in the page and what are their recommended dim sums. In another way,
they could also set up their own website, with title such as “Want Dim Sum?
Come CK!” to attract more online surfers, especially the teenagers who spend
most of the time in playing social media.
Second, CK Dim Sum
could imitate the online ordering services like Bamboo Tea Leaf, which they do
it through Facebook. However, we would like to suggest CK Dim Sum to register a
group chat in online messaging apps such as Wechat or Whatsapp. This can allow
interested customers to order for food while helping them to save more time and
effort. However, it would require CK Dim Sum to repack their food in a way that
could be delivered safely and reach to a certain area. For instance, the online
delivery of “Da Pau” can be packed in a vacuum bag in unheated form, which
customers can use a steamer to steam it before eating them to ensure freshness
and good taste.
Bamboo Tea Leaf
As mentioned
previously, Bamboo Tea Leaf only target nearby customers, this is because they
do not have space which is large enough to serve too many dine in customers. Although
they has been using the online ordering method to solve some of the customers’
needs, but in the end, their customers still prefer to enjoy their environment.
In this case, they are suggested make good use of online ordering sales
promotion. For example, when you order it through online, you could enjoy 20%
discount in every receipt. This can balanced out the tendency of customers to
visit the shop personally because some of the customers would preferably enjoy
a lower price while getting the same product. Therefore, it enables them to
target more consumers who seem to prefer Chinese tea in their own environment,
thus also gradually increases their sales and popularity through e-commerce.
Next, although they
promote their food and drinks through viral marketing is effective, but it does
not affect consumers in other areas besides Kampar. Their big banner or shop
sign can only be seen by consumers around this area. Hence, instead of focusing
too much on the brick (physical shop), they should also focus more on the click
(online sales and strategies). If they planned to do this business worldwide,
they could consider doing some grand promotion through internet in order to
enhance consumers’ mind and impression. For example, they could open their own
website and design it to suit global culture. They could do it professionally
by introducing their products history and teaching the art of preparing tea,
through short creative videos. This could help them to promote their products in
a wider geographical area, and serve their customers in terms of higher quality
and brand.
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