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Description
Price Structure. The restaurant serve his food at
reasonable price.
Food Selection. The restaurant serve more than 20
dishes for selection every day during lunch hour and up
Weakness
facilities.
Secret Recipe. One of the product is fried pau which
members.
Limited area. The shop could not fit too many tables and
Opportunit
customers.
Limited worker. Since the business is small scale, the
available.
High electricity usage. Mainly from the usage of air-
conditional.
Strategic Location. It place in the middle point of Lumut-
Ipoh expressway.
Threats
food.
Potential rising price of food. The rising of the price due
to the cost of materials increase and the impose of GST
of the products.
Rapid Development of the area. As many restaurant are
operating in that area, rivalry is more intense.
Mr is not satisfy with his own business. He aimed to expand his business by
opening more restaurant in Perak. He aimed to become entrepreneurship
and explore more business possibilities in different sector. As interior
designing graduate, he pick up some external interior designing projects to
reduce the gap to his end goal. He is now exploring the business possibility
in other sector to become well rounded entrepreneur.
*2006
2008 -
2009
*2013
itself.
Mr Felix has made few marketing strategy to attract people
customers
attention.
1) Advertising. He had made advertising in few prestige printed
media such as Food in Perak, Stars newspaper, Sin Chew
Paper etc. Moreover, he created Facebook group to post his
product in the official website. He also post his food photo to
the group to trigger peoples appetite.
2) Signboard. He enlarge his business signboard to gain
attraction to people. As his shop is located beside the busy
main road. This will definitely can attract peoples attention
while driving along the main road.
3) Reward system. He believe that giving back to customer
could attain interest of customer. Therefore, he created
rewards system to the regular customers by giving out
discounts.
Mr. Felixs concept in gaining customers loyalty is very simple
indeed.
1) Keep the price structure at its minimum rate. The attraction
Mr Felix will keep track of the customers most favourite and least
and business
compete successfully
the variety of the taste structure of their food and provide more
choices to the customers.
Conduct proper system
and operations
stock. Before the shop is opened, Mr and his mother will buy
material in the market themselves to select the best and the most
fresh materials in the market. Mr will check the store for certain
necessities every week and propose a stock list to the suppliers. Mr
will explore and partnership with suppliers who offered the lowest
price to avoid the rising of the price structure of the food.
Mr will lead the evaluation process every day. He will keep track of
actions
the profit amount and customer flow every day. He make sure that
food served are in high quality and the amount of the dishes
according to the customer flow for that day. For example, he and his
team will prepare more food in week days rather than in weekend
as one of the major customer group, industry workers do not work
during the weekend.
Chapter 6
6.1 Target Market
The initial intention of Kim Bao Zai restaurant is to target industrial worker in
Pusing and residents in Pusing. However, days after days, it attract students
from University of Technology Petronas due to the reasonable price. As the
location of restaurant is placed beside the main road, it attract road user who
travel along Ipoh-Lumut expressway. His reputation increase when tourism
magazine create cover for his restaurant. Ever since, one of his source of
customers are from tourists.
2) Expand side business Mr. Felix operate as cater provider for any
events or party. He believe that this is another way to increase
exposure and create good impression on people. People would travel to
his restaurant regardless of the distance after the first good exposure.
In addition, he also cater for his Homestay customers and include food
for the customers.
3) Increase Visibility - To increase the visibility of his business, Mr. Felix
set up a big signboard on top of the shop. The reason being is to grab
attention of people and to trigged peoples curiosity. He also adopted
attractive banner to certain eye-catchy places crowded with people to
seek attention from people.
4) Reward system To sustain customers loyalty, Mr. Felix execute a
reward system for the regular customers. Customers will gain pointer
after they consume a certain amount of money. When it reached
certain amount of pointer, the customer would entitled for 15%
discount. The action could make sure customers would come back with
a lower rate of price.