Kam Ling Restaurant & Bread First House - Business Evaluation

Group opinion & reason for selection

Our team:

From left: Tau Hiu Sze, Ong Chun Yew, Lim Zai Zhen, Linus Chin Wooi Li, and Muthurani

Kam Ling Restaurant

We choose Kam Ling restaurant mainly because of their popular curry chicken bread; not only the dish was known as Kampar's iconic food, it is also famous around the district and a tourism attraction. Kam Ling may not be the original creator of the Chicken Curry Bread, but as a second mover, they are able to outperformed Yau Kee (the original creator) with their own recipe and business strategy as they have more positive reviews and recommendations from especially from various media sources. In addition to that, people of all around the places are more than willing to travel for long hours just to have a taste for the curry chicken bread, showing their strong loyalty and deep attachment towards the restaurant.

And of course, Kam Ling Chicken Curry Bread is not the only dish they have in their sleeve, the restaurant also offers other tasty and delicious Chinese food that comes in variety of selections. Among their signature dishes are the 'Fried Sang Mee with Long Beans and Minced Pork' that are highly recommended by the community, And lastly, despite its reputation and good sales, the restaurant maintains their food prices resonable and affordable like any typical family restaurants.

Bread First House

With hot weathers like Kampar, Perak, having cold refreshment for once in a while certainly would make that few minutes moment enjoyable by anyone. Bread First house is a one of a kind bakery house of Kampar as they don't just sell ice-cream, they sell unique blend of taste with different combinations of desserts you can barely find on other places in Kampar. they are highly innovative and differentiated from other competitor of the existing market. Initially introducing the ideas with single flavor, Bread First Puff currently offers 14 different flavors of ice-creams and few other desserts that blend refreshingly well and tasty. 

Classification of E-commerce by nature of transaction/interaction

Both Kam Ling restaurant and Bread First House are using business-to-Consumer (B2C). B2C is an e-commerce model where the business sell prosucts and services directly to individual buyers. For small and medium size of business, this model is effective for them due to concentration od customers on price and not the brand.

Both businesses uses Facebook social network as both have their own Facebook pages that are used to promote their products and services and receive feedback from customers. After the customers had made their decision, they can  place their order via contact methods provided such as telephone numbers, e-mail address and etc.

Business Model

Bread First House - Ice-Cream Puff

Electronic Commerce Field (Business-to-consumer B2C)
The nature of transaction of bread first house is the business to consumers (B2C). This is the type of commerce transaction in which business sell product and services to the customers. The ice cream puff is made by own recipe and sells to the customers directly. The seller does not sell in a bulk to the client business or retailer. However, they only sell their products to individual’s customer. Their main target of customers are the individual personal such as local residents or students but it is more popular among students.

Brick and mortar business model
Bread first house is using brick and mortar business model in their business where it is defines as a physical presence of a store for operations. Bread first house do not combine their physical presence business with online channel where selling their products through online. Bread first house fulfilled all the elements of brick and mortar business model. They built their physical presence store in New Town Kampar which is opposite Secret Recipe. The products that is sold have to be consumed instantly such as Ice cream puff in order to maintain the taste and avoiding it to melt in time. Ice cream puff in Break first house are all made daily. Therefore, it is difficult for the business to combine with online channel.

Viral Marketing
Ice cream puff that is selling in Bread First House turned to viral marketing due to the convenience of IT technology and social media such as Facebook, Instagram and blog. Ice cream puff became famous and popular among youngster due to the advance of IT technology nowadays. Kampar is occupied by most of the population of students such as University Tunku Abdul Rahman students and Tunku Abdul Rahman University College students. Therefore, youngsters have started to share the shop online and review on the ice cream puff. This had made Break First House became popular and well known for ice cream puff. In addition, youngsters usually will snap photo on those good food to be share on their facebook, Instagram as well as blog. Besides that, there are some famous food hunting program visited Break First House for their Ice cream puff. People that came to Kampar for a short trip will definitely try out their ice cream puff through the TV program. These have fulfilled the condition of viral marketing which is web based words of mouth advertising through social media.

Kam Ling

Network effects business model
Kam Ling Restaurant applying the network effect business model in their business. Network effects business model is the effect that one user of a good and service has on the value of that product to other people. There are many people will introduce Kam Ling Restaurant on their social network accounts such as Facebook, Instagram and Blog due to the advancing IT technology and trend. Kam Ling Restaurant in Kampar is well-known to tourist through social media.

Brick and Mortar business model
On the other hand, brick and mortar business model also apply to Kam Ling Restaurant business where their physical store located at Old Town, Kampar. Kam Ling Restaurant is mostly well-known to the local residents. It is one of the biggest restaurant in Kampar as it has grown from a tiny restaurant to a restaurant which is now taking up to 5 shop lots with a part selling dim sum and catering to the locals. There is a ‘ballroom’ size that caters more towards the tourists, wedding and big crowd space. The products that is sold has to be consume instantly to maintain the taste and standards. Besides that, they do not combine their business with online channel as their products cannot be deliver through any form except instantly serve.

Key Resources
Apart from all that, Kam Ling Restaurant key resources is human resource such as chef and waiter where their chef is the one that given the recognition of producing good food since old time by local residences. Their elderly waiter also built good relationship with their local customers and loyal customers since old time. This is their competitive advantages compare to their competitors. Food served by Kam Ling Restaurant has given the recognition by many loyal customers as they are a famous restaurant in Kampar since old time. Kam Ling Restaurant advertise their food by word-of-mouth where the good reputation, services and food been spreads from older generation to the latest generations.

Basic approach used in marketing and advertising

In a small town like Kampar, word travels fast like the wind. Mainly their target would be the tourist and people who travel through Kampar. So a good approach to advertising Kam Ling Restaurant is by the word-of-mouth. The name of the restaurant is one of the most thrown out names when someone comes in from out of town and the name get spread out to the students from UTAR and travelers who is passing through Kampar. Other than that, they also get to advertise through the social media. All their information will be on the media such as their operating hours, day off and their address. They have a page on the restaurant in Facebook. They also get blogged about by quite a lot of local food bloggers. People reviewed their food and gave some feedback. That can be viewed and attracted by people all over the world to come and have a taste of their food. They also advertise their restaurant on tripadvisor.com. People that go through tripadvisor.com to plan trips can find out about them through the website.

The Bread First House uses different method to advertise and market themselves. Mainly their target market would be the students of the nearby university. With the shop located at a street with quite high number of traffic, they have a big banner put up in front of the shop to advertise their ice cream puff. There are coffee shops beside their shop and there are also a few blocks of apartment full with student of the nearby university college and the university, there bound to be a lot of people walk around and moving around the area and they can catch their attention. Other than that, they get to advertise themselves through social media and through the students around. Their ice cream puffs get advertised through blogs and other Facebook pages. Words fly by around the community very quickly. Students that got to know about their ice cream puffs will Instagram it and posting about it on Facebook and word of the ice cream puff will get spread around and they will get free advertising. 

Recommendation to improve business using E-commerce

Improvement after considerate feedback from customers. E-commerce allow customers to give their opinion and feedbacks online easily due to the convenience of internet nowadays. For example, after customer visited and tried the food of Restaurant Kam Ling, they can leave their review and recommendation on the food on the page Restaurant Kam Ling had opened in Facebook. Afterwards , business should filter all the feedback and categorise it into relevance and non-relevance. Business able to improve their products and services based on the relevance information in order to maximize satisfaction and experience of customers.

Besides, business also can collect information by using e-commerce. Various type of information can be collect and found by using internet, such as hobbies, age, and so on. However, business should only collect information that is related to business. For example, Bread First House should only collect information such as demand for the flavour that they don’t have, so that they can introduce more flavors to attract customer.

Advertise your shop for free. By using social network, business can easily promote their product and services to public, and the most important thing is, the advertising fee is low and it can be free of charge. However, how to advertise effectively? Most of the business think that open a page in Facebook is enough, but this action isn’t enough to promote yourself. Business should put effort on building and promoting reputation, with positive reputation, people will promote to their friends or they post on social network. Hence, more people will know your business and visit it.

Optimize your web page for search engine. When people search by using search engine, search engine will show the most suitable result for the user. Hence, you need to ensure that the business’s web page will show at the top of the results. Therefore, the web page of your business should meet the requirement of search engine, search engine is determine the result user looking for by relevancy of content. Web page of business should rich of information that are useful and understandable, so that search engine will recommend your web page to users.

APA Reference

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