The business definition aspects of KA&L are offer and target market. They offer about 13000 books in the market based on topics related to kitchen food and lifestyle, business of restaurants and food outlets, and items that are related to food and cooking. They do not target mass market but instead position their market to the homemakers who cook food and professionals into cooking professions. They provide books in all languages which are limited to their bookstores and do not focus on online marketing yet they have a great turnover from people visiting their store for the books they publish. They do not go for popular cookbooks or famous celebrities of television but instead provide material that carries value but is rare to be found. As they provide the books mainly for target customers who are home cooks and professional cooks they have identified that the material they require from the books are different. For the professional cooks they focus mainly on photographs of the food after it it cooked, history and literature related to culinary, restaurant business tactics etc whereas for home cooks they provide books that guides cooking techniques and preparations, experiences of the cooks on preparing dishes etc. The two can be categorised as literally and figuratively presented books.
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