Kim Tong Restaurant SME marketingWord下载.docx
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Kim Tong Restaurant SME marketingWord下载.docx
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KimTongRestaurantSMEmarketing@#@1.0Introduction@#@KimTongRestaurant(thenamehasbeenchangedduetorequest)wasfoundedinPandanIndah,Malaysiain1998withcapitaloftwohundredthousanddollarforfoodandbeverageindustry.Today,theyhaveexceededRM2millionturnoversayearforthebusiness.ThecompanywasstartedbyacoupleoffriendswhoareMr.TanandMr.Koay.@#@TheyformedtogethertostarttheirpartnershipbusinessbecauseMr.TanisknowledgeableinmanagingbusinessandhavegraduatedinDegreeofbusinessAdministrationandMr.KoayistheprofessionalandinterestinccookingandhavegraduatedfromtheprivateChinesecookingschoolwhichtaughtbyafamousHongKong“Sifu”.Afteralotofconsiderationfoundthattheyareagoodpartnertostart-upbusinesssincetheyhaveenoughknowledgeandskillstogrowthebusiness.Meantimetheyaddopportunityastheirfamilymembersaffordtosupportfortheirstart-upphraseofKimTongRestaurant.@#@KimTongRestaurantwasatraditionalrestaurantwhichsellsCantonesecuisine.Whentheyfirststartedtheirbusiness,theircustomersmostlyweretheirfriends.Afterseveralmonthstheirbusinesswasgrowingastheyfulfilltheircustomerwithqualityfoodsandtheyalsopaidattentionfortheservices.Sincetheyweresosuccessfulinunderstoodthecustomers’needsandwants,theyhaveattractedalotofcustomersfortheirbusiness.@#@Sincethebusinesswasgrowing.Theyhavetoemploymorepeople.Today,theyhave41fulltimeemployeescomparedto5in1998.Moreover,theyhaveemployedtwomanagersfortheirrestaurantSothattheycouldplanfordiversifiedorexpandedtheirbusiness.@#@In2002,Mr.LauhasinvestedRM0.6millionintoKimTongRestaurantasnewpartner.Hetooksharesaccountfor30%.einterest.HeinvestedinKimTongRestaurantasheunderstoodtheopportunityofgrewinthisbusiness.AfterMr.Laujoinedintotheirbusinesstheystartedtoexpandtheirbusiness.TheyopenedanewbranchinAmpangin2002.@#@In2004,KimTongRestaurantstartedtofacesomeoftheproblemsregardingcompetitorsandchangeswantedbycustomers.Inordertosurviveinthemarket,KimTongRestauranthaschangedsomeoftheinternalconcepttoadaptinthemarket.@#@ @#@@#@2.0Task1@#@Itisrecognizedthatatrulyentrepreneurialenterprisedoesnotstandstill.ThesuccessfulpursuitandexploitationofopportunitieswillhaveanimpactontheSMEbycreatingpressureforinternalchange.Resultingfromtheaforesaid,identifythechangesundertakeninthelastfiveyearsbytheSMEselectedbyyou,anddiscusshoweffectivelythesechangesweremanaged.@#@Establishanewbusinessdonotguaranteeeverythingwillgosmoothandgrow.Therefore,KimTongRestauranthasmetwithsomeofthechallengesandproblemssincetheystartedthebusiness.BelowaresomeoftheinternalchangesKimTongRestauranthasundertaken.@#@2.1Changeofconcept@#@Today,thecustomersgofortheirlunchordinnernotonlyconsideredforthefoodsitselfbutalsomoreontheservicesprovidedandtheenvironment/atmosphere.Inordertosatisfythecustomers’needsandwants,theoldconceptanddesignofKimTongRestauranthavetochange.Theyhavechangedtheirbusinessconceptfromtraditionaltomoderndesign.Theyhavechangedtheoldfurnituretothemodernfurnitureandalsonewdesignoflighteningaswell.TheenvironmentbecomesacompetitoradvantagetowinmorecustomersforKimTongRestaurant.Theyhadtochangetheconceptanddesignsoassatisfythecustomers’wants.@#@Aftertheydosomerenovationandchangedtheconceptoforiginalbusiness,KimTongRestaurant’sProfithasbeenincreasedby40%.Thisisbecause;@#@theyarenowhavingexpandedtheirtargetmarketfromfamilymembersandstudentstoworkpeopleandalsobusinessmen.@#@However,thechangedofconceptalsobroughtproblemsofcostincreased.Sothepriceswereverydifficulttokeepinlowlevelcustomers.Thedesignofrestaurantalsowouldkeepsomelowincomeconsumerout.Howtomaintainconsumersandattractnewconsumers?
@#@Firstly,Mr.Tanusedmarketingmethodswhichweintroducedbelow.Secondly,Mr.Tanbelievedqualitywastherestaurant’slifeline.Toprovidethebestservicestodifferentlevelconsumers,customers’satisfactionwillkeeptheminbusiness.Theyimprovedservicesthroughqualitycontrolandinnovations.Qualitycontrolrunsfromsuppliertotheconsumers,tomakesurethewholeprocessisqualitybased.Thematerialsarefresh,theenvironmentiscleanandtheservicesarequickandfrequent.Theseareachievedthroughemployeestrainingandfeedbackfromthepersonalcontactnetworks(PCN)ofthepartners.@#@2.2NewPartner@#@AfterKimTongrestaurantConcepthaschanged,itbuildstheconfidenceforthetwopartnerstodeveloptheirbusiness.Theystartedtoplanfornewbranch,buttheyhavefacefinancialproblem.Inordertomakethewholeoperati
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