A)Group Opinion and Why We Selected These 2 Places
After the brainstorming session, our group had decide to choose Sun Yeong Wai Restaurant and Funny Mountain Soya Taufufa Stall. There are several reasons lead us to choose Sun Yeong Wai. One of the reason is there are many type flavor of duck in Sun Yeong Wai. The customer can having the special and unique taste of the duck in Sun Yeong Wai. Other than this, one of the reason that we choose them which is the employees and the owner of Sun Yeong Wai are very friendly and kindness, they willing to introduce the new customers for their popular food and serve them very well. Last, they also has a very good environment for the customer to having the lunch in the stall outlet.
The reason that we choose funny mountain soya is Funny Mountain had sold the soya for over 65 years in Ipoh and at the same place, they haveundergo all of the changes in the Ipoh city which from Old town city to a new infrastructure city. The soya in Funny Mountain can lead customers to experiences the old taste of the memories in the stall and the price of soya is reasonable compare to the competitor in Ipoh. Other reason is that the boos of Funny mountain are very friendly, even he was very busy to serve his customer but he also willing to take time to help us to conduct the video and accept our interview.
The both of the stall also represent the culture taste in Ipoh and pass generation by generation. We wish to introduce the Ipoh local food and drinks to the food seekers who searching delicious foods in Ipoh.
B)
Classification of Ecommerce by The Nature of The Transactions or Interactions
Sun
Yeong Wai Roasted Duck Restaurant and Funny
Mountain Tau Fu Fah is using business-to-consumer model, or B2C, involves a company selling a product or service to the end of the user as opposed to selling to another business. One of the most common interpretations of B2C is the business model is that selling Direct-to-customer. Both considered as small business B2C, which is opening their own brick and mortar store and selling the food and dessert directly to the end customers. For Sun Yeong Wai Roasted Duck Restaurant take online and phone orders with reservation services to book tables during peak seasons. While for Funny Mountain Tau Fu Fah they have own store and drive thru service to deliver the food directly to the customers.
C )Business
Model
C.1
Sun Yeong Wai Roasted Duck Restaurant
Offline
Business Model-Brick and Mortar
Sun
Yeong Wai Roasted Duck Restaurant one of
Ipoh famous culinary specialist major in barbeque and roasted dishes. Passed
down from father to sonis using Brick and Mortar as their business model. Which
means it is a traditional "street-side" business that deals with its
customers face to face in the restaurant itself.
Online Business Model- Viral Marketing
Sun Yeong Wai is using Viral Marketing as their online
business model. Since Danny, the current owner of Sun Yeong Wai continue his
father business, he has developed their own websites to reach the younger
generations and wider markets so that people from other states will be able to
notice this unique restaurants. They have their customers posting on their
Facebook, website and blog as testimonials and sharing the food photos in
social media to spread positive word of mouth. It soon became one of the ‘Must
Try Restaurant’ in Ipoh. In addition, they have reservation service in the
website which allows the customers to reserve the tables online during peak
seasons.
Customer
Segmentation
Sun Yeong Wai targeting on the segments based on demographic
which is young adults, family, tourist and business people. Normally Sun Yeong
Wai is peak during holidays, lunch and dinner hours. Customers can order
alarcart, quarter, half or full portion of the roasted dishes which suitable
for the target market. Besides, they also segment based on benefits sought
which is their great taste and culinary skills in the preparation of roast
ducks.
Channels
Sun Yeong Wai has 3 branches as their distribution channel
which located in Taman Ipoh Jaya, Bandar Baru Medan Ipoh and Jalan Mustapha
Al-Bakri. The purpose of having 3 branches in different location is because
they would like to expand their business and let more people could taste the
uniqueness of the roasted duck. Besides, they also developed own websites and
Facebook page as an online channel to reach the customers.
Menu
Choices
Roast
Duck
|
·
Signature Roasted Duck
·
Smoked Duck
·
Pei Pa Duck
|
Roasted
Chicken
|
·
Herb Chicken
·
Sesame Chicken
·
Roasted Chicken
|
Roasted
Pork
|
·
Char Siu
·
Roasted Pork
|
Turkey
|
·
Turkey Chicken
|
Rice
|
·
Roasted Duck Rice
·
Barbeque Pork with Roasted Pork
Rice
·
Roasted Pork Rice
·
Roasted Chicken Rice
|
Soup
|
·
Watercrest with Pork Rib Soup
·
Old Cucumber with Pork Rib Soup
·
Lotus with Peanut Soup
|
Others
|
·
Assam Fish
·
Vegetable
|
Assessment
of Competing Restaurants
The competitors of Sun Yeong Wai would be Chow Roasted Duck
Stall Ipoh, Restoran Ting Feng and Hong Kong Oil Chicken & Roast Duck.
These restaurants are selling the same type of roasted duck in the same area
which is Ipoh.
Customer
Relationships
Customer
Acquisition
Sun Yeong Wai acquires new customers by having positive word
of mouth, promoting through own website, Facebook page and electronic bill
board in the center of the town.
Customer
Retention
Sun Yeong Wai retains their customers through the unique culinary skills in the preparation of
roast ducks .They are preparing the roasted dishes every morning and would not
keep it for the other day to ensure the freshness of the roasted dishes which
became one of the reason for customer loyalty.
Revenue
Stream
Transaction revenue will be direct sales from customers.
Key
Resources
The key resources of Sun Yeong Wai is their own duck breeding
farming, physical outs, roasting cooker, intellectual properties such as their
own patent,copyrights, special culinary skills and recipe.
Key
Activities
Their key activities would be roasting and processing the
ducks from the farm to the restaurants every day. The other main activity would
be serving customers in the restaurants.
Cost
Structure
Their cost structure is based on Value-driven which means
they set premium prices based on the value of the food. Furthermore, Sun Yeong
Wai has their own fixed cost, variables cost which is their farming cost,
physical outlet rental and wages.
C.2 Funny Mountain Tau Fu Fah (奇峰豆腐花)
Offline
Business Model
Funny Mountain Tau Fu Fah also using the same business model
as well which is Brick and Mortar. They are using this model since the first
generation of the owner which is starting from 64 years ago. They have
developed their business from hawker stall to Tau Fu Fah shop in the most
trafficking location which is Old Town Ipoh.
Online
Business Model
Funny Mountain Tau Fu Fah strongly depend on viral marketing
as well. The customers would share their photos in social media when they
eating in the store or drive thru, this would significantly increase the
recognition and brand awareness.
Customer
Segments
Their target markets are tourist, local young adults, adults
and seniors. This is because of the traditional brand recognition and loyalty
to the brand since many generations.
Funny Mountain Tau Fu Fah only using one direct distribution
channel which is their physical outlet located in Oldtownipoh. In addition,
they provide drive thru service to cope with the high trafficking of customers
during peak hours.
Menu
Choices
Soy
Bean Curd
|
·
Sweet Syrup
·
Malacca Sugar Syrup
|
Soya
Milk
|
·
500 ml
·
1500 ml
|
Cincau
Ice
|
|
Assessment
of Competing Restaurants
The main competitors for Funny Mountain would be Ding feng
,WongKee,Tai Soo
and Lou Yao Kei which also selling Tou Fu Fah and soya.
Customer
Relationships
Customer
Acquisition
Funny Mountain Tau Fu Fa acquires new customers based on the
well-known brand name with 64 years history and good reputation.
Besides, they are using viral marketing which the consumers
will share their products in their social media and promote in blog, Instagram
and Facebook as well.
Customer
Retention
Funny Mountain retains their customers by passing the unique
tastes through generation. Besides, Funny Mountain emphasized on the
traditional preparation method which is
unchanged taste and ingredient since year 1952.
Revenue
Stream
The revenue generate directly from the sales of Tau Fu Fah
and soya.
Key
Resources
Their key resources including Physical Outlet, Bean Curd
Preparation tools, key employees to prepare the Tau Fu Fah and soya with secret
recipe and traditional method.
Key
Activities
Bean Curd Preparation, selling and drive thru service.
Cost
Structure
Their cost structure would be Cost-driven and Economic of
scale. They emphasized on lower production cost for simpler products which only
the most original Tau Fu Fah , soya and cincau without any additional flavors
or topping. Besides, they have cost advantage by the increased of quantity
sold.
D) Its Basic Approach Used in Marketing and Advertising
D.1 Sun Yeong Wai Roasted Duck
Restaurant
Advertising
Sun YeongWai had used the both method of online and
offline to advertise their foods, which included the use of electronic
billboard, newspaper and social media fans page as their advertising tools.
They use the electronic bill board at the
busystreet of Ipoh to promote their foods to the consumers, other than
that, they also created a facebook page to deliver the information of their
food and services to the customers.So the loyalty customer has become the free
advertisement to help them to share the services and foods provided by Sun
YeongWai to their friends.
D.2 Funny Mountain Tau Fu Fah (奇峰豆腐花）
Advertising Strategy
Funny Mountain soya bean & tau fu fah use viral marketing as their advertising tool. They depend on word of mouth their loyalty customers spread. Their loyalty customers will spread the experiences of tasting the soya bean and tau fu fah to their friends and therefore whenever people think of drinking soya bean, they will automatically think of Funny Mountain. It is a free advertising for FUnny Mountain.
E) Recommendations to improve business through e-commerce
Nowadays,
many businesses and companies improve their service by introducing the e
commerce. In order to maximizes the profit and provide better services to their
customer, Sun Yeong Wai and Funny Mountain should upgrade their system by using
e commerce tools.
Mobile commerce
Sun
Yeong Wai and Funny Mountain can self-branded mobile and web apps for advanced
ordering & payments because research show that people spend 80 percent of
their time on mobile devices. By having their web apps or mobile wallet,
customers to order, pay from anytime and anywhere and customers can pick up
their order anytime on the day. Therefore, it can add more value to the
customer experience. Moreover, both the restaurants can prepare a priority lane
for those who are using their mobile device. So, users get to skip the line and
proceed directly to the check-out specifically designated as the mobile apps
orders are prepared in priority. Sun Yeong Wai and Funny Mountain can also do a
“mobile check-in” so, the customer can notifies store staff that they are ready
for order pick-up. Other than that, by having mobile application, it may
benefit both parties. Sun Yeong Wai and Funny Mountain can know their customers
favorite orders so they can prepare the dishes more and users can also save
their ordering history, favorite orders and payment details to make re-ordering
even easier. Customers may also use the application to do reservation for their
seat or pre-order their foods, so they can immediately serve when they reach
the restaurant.
Online
Advertising
Sun Yeong Wai and Funny
Mountain can improve their business by using online advertising, by using it,
they will have the ability to interact one-to-one with their customers and the
ability to use rich media like videos to grab attention. They can also promote
their product and service online, therefore it may reduce their expenses of
spending on traditional way of advertising. Sun Yeong Wai and Funny Mountain
can advertise using interactive media, it is a form of media marketing that
performed through the Internet, often using video, banner, pop up ads, flash
games as delivery medium to promote products, services and other activities and
information. So, In order to unobtrusively attract customers Sun Yeong Wai and Funy Mountain can create different
advertising flash-games with pictures and logos and the advertised product.
They can also advertise through pop up ads to promote their new menu so people can notice it immediately
and have a try if they are interested to it.
