Group evaluation

(a) Why selected these two place?

(i) Why we Choose Chung Kee Yong Tau Foo?

     
What is so special about this Big Tree Foot (大树脚) Chung Kee Yong Tao Foo until we will select it to introduce it through our food blog? Undeniably firstly are because of the popularity their fritters (Fried yong tau foo).  Same as Sin Eng Heong, Chung Kee’s fritters, asam laksa, and curry laksa are the most recommended by local, friends, food bloggers, magazine, e-news, and also newspaper. Besides, the Malaysia’s famous local TV Food program “Ho Chiak” from 8TV has also visited and interviewed them because of their delicious fritters. Moreover, the environment of restaurant is also one of the reasons for us to select it, as it is literally located under few big trees therefore the air circulation there is very good and it is pleasantly cool there

Chung Kee has also retained the original and traditional flavor of their foods for their customers. In this advanced-technological era, Chung Kee still refuses to use machine in their fish paste making process and they still insists to use manpower in making their fish paste while all their fritters are 100% from handmade and free from preservatives. Moreover, their fritters are freshly made and fried infront of customer every day this ensure you get to eat the fresh and hot fritters from them. Furthermore, their fritters are perfectly fried where it will not be overcook and the fritters are deliciously succulent and bouncy in your mouth for each bites especially their unique fried turnip is very nice and we can’t find it in Selangor and KL. All in all, we can say that customers’ perceived values are guaranteed.

Moreover, if comparing with the size, the taste, and the portion of foods with its price, we would say that it is definitely cheap as it’s every piece is big and is value for money. We confirmed that we are impossible to get that size of fritter with RM0.85 each piece in Selangor and KL. In addition, we choose to recommend you to visit and have a try to this Chung Kee Yong Tao Foo is also because besides than ipoh DimSum and Tauge Chicken rice, in fact Chung Kee is also one of the best choice for breakfast and lunch for tourist and foodies who planning for a food hunt in Ipoh. Undeniably the restaurant there is very spacious but it is always crowded during the lunch hours no matter when u visit. You definitely can imagine how good is their business sales as they are just a hawker stall but they charge for GST. 

(ii) Why we Choose Sin Eng Heong Kaya Puff?

The reason we select Sin Eng Heong Kaya Puff is because we deemed this Kaya Puff that has been around for more than 50 years is the must try confectionery whenever you travel to Ipoh. Therefore we would like to grab this opportunity of writing a food blog as our assignment to recommend this Kaya Puff to our reader especially for those who are planning for food hunt in Ipoh or will pass by Ipoh. In fact, the crispy and fluffy Kaya Puff from Sin Eng is the most recommended by the local, our friends, food bloggers, food magazine, e-news such as Yahoo, and also newspaper such as Sin Chew daily, China Press, and The Star.

　　Besides, Malaysia’s famous local TV Food program “Ho Chiak” from 8TV has also paid a visit and interviewed Sin Eng Heong for their delicious Puff. Undeniably, what is so attractive and special about their kaya puff is because they have retained the original traditional flavor and they insist of handmade rather than machineries no matter it has been taken over by how many generations. Meanwhile, we wish to share one thing regarding the old Sin Eng Heong baker which also the founder of Sin Eng Heong, Mr Ng, where until now he never thinks of retirement and he insists on controlling the making and baking process of his famous Kaya Puff every day to ensure that his customers able to taste the most traditional and fresh handmade Kaya Puff. Furthermore, we can guarantee that you will get to eat the freshly baked kaya puff from Sin Eng Heong as they bake daily right infront of your eyes. Beside than fresh, the fragrant of the kaya and the flaky and crispy layers for sure will give you a perfect crumbly bite. Moreover, as if comparing the size and the taste with its price, we would say that it is definitely worth the price and it is impossible to get such price with such quality and quantity in Selangor and KL. 

Mr Ng is making the pastry of Kaya Puff

Additionally, you are recommended to go after 11 am but before lunch hours during weekend and holiday seasons in order to escape the long queue. But sometimes, you will be disappointed as you might go back with empty handed. Not to mention, for those whom are not local, you have to stay more alert in spotting the shop even though you are using any GPS navigation system because the shop itself is unobtrusive. Nevertheless, there is always insufficient parking for customer therefore we recommend you do not simply park your car when you find no parking as you don’t wish to receive summon from police traffic just because to satisfy your craving for foods.

　　　

　　　Last but not least, Sin Eng Heong is also one of the center of attraction in Ipoh where they have attract customers from all around Malaysia as well as beyond Malaysia to come over and just to try theirs Kaya Puff no matter how far the distance it is and how long the queue it is. We believe even though you are just coincidently passed by Sin Eng Heong, the aroma form it definitely will stop you infront their shop and trigger you to walk in and try it out their confectioneries.

(B) Nature of transactions or interactions of  Sin Eng Heong & Chung Kee

From our observation, interview and research, we conclude that the classification nature of the business transaction or interaction of Sin Eng Heong and Chung Kee is having the same business-to-consumer (B2C) model. In business term, B2C is the business transaction conducted directly between a business and a customer who is then will be the end-users of the product and services. It is the most common model that use in product-based and service-based physical business startup and todays it is famous in e-business market where business transaction with customer via internet. Besides, the sales cycle of B2C is shorter as it is end at the final consumer as the final consumer is the last customer for B2C business. B2C is effectively use by small business and smaller companies where the company recognition is not prior concern by the consumer as long as they able to the specific product and services in the lowest price. Nevertheless, B2C model basically is more focus on direct selling and marketing between the end consumers with the business therefore B2C is commonly practice by restaurants and retail shops businesses.

    Forthwith, without exception we claimed that Sin Eng Heong and Chung Kee are B2C model because from our interviewed and observed, their customers basically purchase their foods only for own consumption and a gift for friends and relatives. We can consider them as direct seller which is one of the five types under B2C categories. In fact, Sin Eng Heong Kaya Puff and Chung Kee Yong Tao Foo are all make by themselves on the spot where from raw material transfer into final goods to be consuming until goods sold is all control by them without and intermediaries. We can actually say at this process, Sin Eng Heong and Chung Kee are the manufacturer and they produce the final goods and sell directly to final consumers. At this stage, we believed that you are now having some clear picture of why we claimed Sin Eng Heong and Chung Kee as a Business-to-Consumer model.

(C) Business Model 

(i) Chung Kee Yong Tau Foo 

On the other hand, the type of business form of Chung Kee’s Yong Tau Foo is categorizing under brick-and-mortar which also known as an old economy model. You might be interested to know that brick-and-mortar is refers to those businesses that only have physical existence and operate their business in fully offline and purely physically. By all means, brick-and mortar businesses they have a store or shop that we can walk in physically to see, to touch and feel, and to purchase merchandise face to face with seller or service provider. Literally, we claim Chung Kee as a brick-and-mortar is because they only practicing physical business method where customer can only interact with them and purchase their foods by walk in to their store and there is no more any other method. Moreover, as the result from our research, we couldn’t find any of their online official page and site which mean so far they didn’t have apply any e-marketing yet to promote their store. 

Furthermore, we are here would like to discuss about the revenue model of Chung Kee. Revenue model is one of the key components in the business model where it shows by how the business can generate income and make profit (Scarborough & Cornwall 2016).  For Chung Kee, their main and only source of generate revenue is exactly same as Sin Eng Heong whereby through sales of foods and service to customers to generate revenue. As we mentioned above, a successful revenue model can without the support from the business value proposition. According to Scarborough and Cornwall (2016), value proposition refers to the collection of products and services that a business will offer to meet the customers’ needs and it is the critical success factor for a business. In fact, the value proposition of Chung Kee is come from their services and the foods they serve. As we mentioned before, their foods has been retained with the original traditional flavor and freshly made, yet the portion and the size of the food is worth of money. Besides, they also provide a well dining environment for customer and their service is also quite satisfied for customers. Therefore, we can say these are some of the value proposition from Chung Kee and also the reason that attract customer craving for their fritters.

(ii) Sin Eng Heong Kaya Puff

In the meantime, we would like to share about the type of business form of Sin Eng Heong. First of all, in our point of view, Sin Eng Heong is categorizing under click-and-mortar. For your information, click-and-mortar is the combination of traditional and online establishment of businesses where the “clicks” is referring to website, and the “mortar” is referring to the physical site. In todays this technological advanced era, many traditional so called old economy company started taking advantage of the internet to expand their businesses where they started enter into e-commerce and normally begin with e-marketing. In fact, Sin Eng Heong does have their official Facebook fans page and in the page itself they have provided some of their shop’s information such as its location and contact number to their fans. Besides, inside that page we even can see some feedback and picture of their delicious Kaya Puff that posted and shared by their existing customers.

Moreover, we are here would like to talk about the revenue model of Sin Eng Heong. Revenue model is one of the key components in the business model where it shows by how the business can generate income and make profit (Scarborough  & Cornwall 2016).  For Sin Eng Heong their main and only source of generate revenue is through sales where they only receive revenue through selling their confectionery to customers. Meanwhile, a successful revenue model must be having a successful value proposition to support it. According to Scarborough and Cornwall (2016), value proposition refers to the collection of products and services that a business will offer to meet the customers’ needs and it is the critical success factor for a business. Undeniably, the value proposition of Sin Eng Heong is come from the confectionery they serve. As we mentioned in part 7(a) their foods has been retained with the original traditional flavor and freshly made, yet the taste and the size of the food is worth of money. Therefore, we can say this is the value proposition by Sin Eng Heong and why customers are craving for their Kaya puff badly. However, Regarding their customer service, they actually need some improvement and skill in serving and dealing with their customers as from most of the customer online feedback, we found that most of them having a bad experience where they has been ignore or treated rudely by worker there. 

(D) The basic approach used in marketing 
and advertising for Sin Eng Heong & 
Chung Kee

Business success and marketing is interrelated as marketing have a direct affect towards the business sales and productivity. Marketing is a tool for businesses to communicate their product and services with potential customers and to ensure the product and service must be known to potential buyers. We have identified few types of basic marketing and advertising that they have approach in their business. 

First, we found they have involved in local marketing where the business card, and interviewed by local newspaper and local food TV programme are the good example of local marketing they have involving. Local Marketing is also known as local store marketing or neighborhood marketing where the promotional message is widely directed to local population. This type of marketing is enable business to attract new customer and drive repeat business. 

Second, we found viral marketing is one of the most influences for a gourmet food and once again it has proofs it’s powerful of influence behind the successful of Sin Eng Heong and Chung Kee. Viral marketing also known as Word-Of-Mouth marketing which is a method that customers help a business to promote their product by telling and sharing to others their experienced toward a product or service. We believe that many customers including some of our members here the first know about Sin Eng Heong and Chung Kee is through the conversation between friend when they share to us about their experienced in Ipoh trip and definitely they will recommend us to pay a visit and try them out. 

Third, viral blogging is also one of the most influence channels for Sin Eng Heong and Chung Kee in their business marketing and advertising. Viral blogging is actually same as viral marketing where the only differences is it is done by blogger which blogger will share their experienced in written form and normally with some photo attached as what we are doing right now. In fact, for Sin Eng Heong and Chung Kee, viral marketing and viral blogging are acting as a free marketing for them as it is done by their satisfied customers and bloggers. 

Lastly, one more marketing tool we found only from Sin Eng Heong is Facebook Marketing. Apparently, Facebook has become the the new marketing tool in business field as its worldwide users and low cost is the main kick start for many business to enter into e-marketing and e-business. Facebook Marketing is refers to business people create a Facebook page for their business and actively manage it to communicate and keep in touch with their existing and potential customers.  As we mentioned in the business model, Sin Eng Heong do have own their official fan page in Facebook for marketing purposes and this the best proof that they are using Facebook Marketing. 

The Official Sin Eng Heong Facebook Fans Page 

(E) Overall Recommendation

           
    Obviously, improvements regarding to the way of conducting business are needed by both of the businesses. First and foremost, they must be reachable anytime and be social as well. Although Sin Eng Heong and Chung Kee Yong Tau Fu has their own Facebook page for their business, but they seldom update the information and keep-in-touch with their customers. Indeed, social media is the heartbeat of the business, thus small and emerging business should take advantages on social media by making themselves easily accessible. Just having the presence of Facebook page itself is definitely insufficient to grab the attention from the public. Indeed, they should have an admit in monitoring the Facebook page, who is responsible to update the lastest information on the page and stay connected with Facebook users from time to time. The admin should check the inbox of its page regarding to the comments and enquiries by the page visitors, subsequently give them a prompt reply to show their sincerity to their potential customers. Also, nobody can deny that image-based and video-based content are going to catch a better public response than the content with text only, as we all know that a picture is worth a thousand words, it is able to conveys messages better than the descriptions. Hence, it is an important tactic to optimize the social media post by making the image of the food compelling and shareable, subsequently  to improve customer engagement to the business.

　　　At the same time, they can also provide conveniency for their customers by allowing them to make their orders in advance via online (Facebook page messenger) or by using the mobile social communication application for instance Wechat and Whatsapp since the physical shop and physical stall are always crowded by people especially during the weekends. Thus, people can avoid long queue if the service of ordering online or mobile application is available. In this case, it may be a consideration for both of the businesses to provide delivery service to their customers. Yet, there is an alternative solution whereby their customers are required to pick up their orders at the physical shop by themselves when the orders are ready to be collected. This is actually bring convenients to the customers and save their precious time especially when they plan to buy the food in bulk. To cite an example, the quantity of Sin Eng Heong kaya puff is made upon the demand of customers per day to ensure that their customers serve it fresh with the best taste. Undeniably, the process of making kaya puff is time consuming and hence the customers are required to wait for an hour if they buy it in large quantity. Also, it can reduce and minimize the disappointment of those customers who are paying a visit to their physical shop all the way from other states due to all of the orders are being made in advance by ordering online. In fact, it will also boost up the sales of the business as the number of orders had increased. 

　　　　In addition, both of the businesses can also reward their loyal customers by giving away discount coupons or vouchers via e-mail during their next purchase. General personal information are compulsory to be given by the customers during their first purchase through online and mobile application ordering. By this way, the seller is going to understand well on the buying behavior of that particular customer regarding to when is the period that the customer make their order more often from the seller and what is the choices of food which is more preferable by the customer. To cite an example, the Chung Kee Yong Tau Foo offers variety types of fried and non-fried Yong Tau Foo which are freshly made everyday. In fact, there are customers visit the physical stall during the festival seasons and buy the Yong Tau Foo in bulk quantity. Thus, the seller can actually grab this opportunity to build and promote a close rapport between them and their customers by giving them extra discount everytime when the festive season is around the corner. It is a method to form engagement between each other by making the customers happy and satisfy on their purchase, subsequently become the loyal customers. Undeniably, vouchers can always encourage people to buy more per order while creating a win-win-situation whereby both of the parties obtained benefits from each other.

　　　Apart from that, both of the businesses may also organize a contest with a prominent title “Creative Selfie With Your Food” to catch the attention from the public. The main purpose of organizing this type of contest is to follow the “selfie” trend nowadays while creating the brand awareness among the public. The steps in joining the contests must be as simple as possible to create the pool by encouraging more partipants to join it. The participants can simply join the contest by following a few steps. Firstly, take a selfie picture with the food they ate and send it to the admin of the Facebook page together with the captions that they wish to attach along with their picture. Afterward, the pictures of the participants will be uploaded to the contest album and the participants are required to share their picture in order to gain for more “likes” from the public during the specific voting period. In the end, participant with the highest number of voting for “likes” will be the winner of the contest. However, there are also terms and conditions that must be obeyed by the voters. The voters are required to “like” the Facebook page in advance before they vote for the participants, or else the “like” will not be counted for the final results. By this way, the contest will also result in increasing the number of “likes” of the Facebook page. Meanwhile, the number of followers of the Facebook page will increase simultaneously and thus there will be more potential customers and visitors in the future.

　　　Moreover, both Sin Eng Heong and Chung Kee Yong Tau Fu can also join the Groupon (www.groupon.my) Offpeak (www.offpeak.my) as vendors whereby both of the website are a online platform that help the restaurant or shop owner and hawker to boost their sales and grow their customer base while providing benefits and offers to their customers. For your information, Groupon.my is a famous website that provide goods and services to the public when they are looking for extra offers and promotions at anytime and anywhere. To cite an example, a piece of kaya puff costs RM0.90 when customers buy in physical store. Whereas when they purchase at Groupon.my, the price might be RM12 for 15 pieces, that means a kaya puff only costs RM0.80 in average. Thus, it is encouraging the customers to buy more in order to get a better offer. Before that, the buyers are required to pay for the selected services or goods in advance in the Groupon website then a confirmation statement will be sent to the registered e-mail of the buyer. The buyer just need to show the evidence of purchasing when they want to redeem the goods or services. On the other hand, Offpeak.my is helping the restaurant or shop owners to balance the number of customers during the peak hours and off peak hours. No payment is needed while booking for the time slot, only show the owner their booking details and pay on the spot. To cite an example, the number of customer for Chung Kee Yong Tau Fu during weekdays is less than that during the weekends. Thus, Offpeak.my helps to manage it by offering 20% during weekdays and 10% during weekends. This is going to create more crowds during weekdays than previously. Also, it is indeed growing the customer base of the business while maintaining the old customers.　

　　　Last but not least, both of the businesses may also encourage their customers to leave their reviews on their Facebook page by giving 5% off for their next purchase. By this way, it is actually a kind of advertising tool by using word-of-mouth (WOM) advertising. When the customers have a good experience during their visit, or the taste of the food is out of their expection, then they will write their good reviews on the Facebook page which can be easily seen by the other Facebook users when they click into your Facebook profile. Hence, they are advertising your food for free while stimulating the taste buds of the other people who wish to give a try on it since they never try it before. In contrast, when the customers gave a bad comment on the food, both of the businesses should appreciate it for their time to leave a comment on the Facebook page and take it as a motivation for better improvement in the future. In reality, it is always difficult to satisfy people with the same taste of food. To cite an example, majority of the customers are giving good comments on the kaya puff of Sin Eng Heong whilst there are still a minority of customers deem that the kaya puff is too sweet in taste. Therefore, both of the businesses should try their level best in attracting more customers while retaining the current one. The utmost important thing is, always learn to accept failure, because success and failure will definitely take turns to visit.