SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN CHARITY DRIVE EVENT _____________________________________ Introduction of Business (BUS30104) Charity Drive Report Group Members: Student ID: Rebecca Tang Hui Fang 0317759 Wong Carol 0317742 Tang Ju Yi 0317735 Ong Jia Hui 0317752 Tang Pei Kei 0318545
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In order to build a strong business foundation and ensure success during our charity drive
week, we have identified our target market – being the group of customers of which we
decided to aim our marketing efforts and merchandise at.
a) Targeted Customers and Their Background
i) Students of Taylor’s University
As the Charity Drive event is organized in campus, we focus our targeted customers on the
largest population in campus, namely the students. The average age range of the students are
from eighteen to twenty-four years old with an average household size of three to five. Most
of the students are from a financially stable family. The students get to make independent
choices over what to buy as most of them are living away from home.
ii) Staffs of Taylor’s University
Aside from the students, we set our target upon the second largest population in the campus
which is the staffs, namely the lecturers, office workers and cleaners.
b) Customers’ Wants and Needs
Food and beverages are the basic necessities for everyone, so we have our own fixed
customers especially during the lunch hour. As for the snacks, they are warmly welcomed by
all as they serve as a good bite especially during the tea time. Ice cream and beverages
meanwhile are a cooling refreshment especially during the scorching weather.
c) Customers’ Spending Power
Despite having restricted budgets as a student, most Taylorians come from an average to
above average family background and hence, are more willing to spend as long as the
merchandizes attract their attention. On the other hand, the staffs have more spending power
compared to the students as they are independent individuals with their own income.
Competition Analysis
A competition analysis is essential in the marketing and strategic management as it
allows us to assess the strengths and weaknesses of the current and potential
competitors. Through the competition analysis, we will be able to establish different
tactics and strategies to individualize and differentiate ourselves from our
competitors, and overcome them in the future.
During the Charity Drive week, we were faced with many competitors. However, the two
main competitors that had managed to make an impact and affect our business are Min Junn’s
(MJ’s) and Ng Kheng Soon’s (Soon’s) stall.
Competitors MJ’s Stall Soon’s Stall Products Sold a) Nasi lemak
b) Nasi lemak ayam rendang c) Fried maggi d) Fried meehoon e) Famous Amos chocolate chip cookies f) Choki-choki g) Cordial drinks
a) Ice cream b) Nasi Lemak c) Toast Bread d) Smore
Strengths a) Foods sold are filling b) Many variety of food c) Foods are fresh everyday as they are cooked on a daily basis
a) Foods are sold at a very cheap price
Vulnerabilities a) Foods prepared are very limited in quantity b) The freshness of the food deteriorates as time goes on
a) Limited choice of food b) Ice cream melted very fast as they used ice boxes instead of a freezer to store them
Attractions a) The foods (except for the Famous Amos cookie) are all home cooked with no preservatives b) Foods sold are suitable and can be eaten for breakfast and lunch as it is rather filling
a) The ice cream was sold in a different way instead of just the conventional scoops
Products
1.) Coca- Cola Float / Sprite Float
On a hot sunny day, a combination of soft drinks with one or two scoops of vanilla ice-
cream would be the ideal choice for students in Taylor’s University.
Features and Benefits
Students love both soft drinks and ice-cream. We have provided a solution, which
is to combine both of them. Coca- cola and Sprite floats are usually available in
restaurants in certain places, but now students in Taylor’s University can purchase them
in the campus right away. Coca-cola and Sprite Floats not only tasty, they are are also
really refreshing and students will become more energetic in the afternoon. They can pay
more attention to the lecturers in class.
2.) Ice-Cream
We have three different flavours of ice cream, which is Chocolate, Vanilla and Mint. They
are all well-known Nestle brand ice-creams. The rich and creamy taste of ice-cream is
incredibly good.
Features and Benefits
We sell cheap and tasty ice creams with a variety of flavour. besides that, we have a
special feature for our ice-creams, which is free toppings! For the toppings, we also have
several kinds, which are dark or white chocolate chips, strawberry chocolate chips, cocoa
powder and chocolate sauce. Students really love them a lot. There are lots of benefits of
eating ice-cream. When students are in a bad mood or too stressed because of exams or
never-ending assignments, having one or two scoops of ice-cream will make them feel
better. It will surely make their day.
3.) Herbal Tea Eggs
Basically, they are hard-boiled eggs that infuse with flavors of black tea leaves, as
well as a variety of Chinese herbs and spices. The rich essence of herbal tea eggs spreads
all over the round floor of Block A, which is the venue of our booth.
Features and Benefits
Sometimes, people feel bored of eating normal hard-boiled eggs, we offered something
new and exciting for them, which is a combination of Chinese herbs and spices with hard-
boiled eggs. The benefits of herbal tea eggs are nutrient-rich and have lower cholesterol
level compared to fried and scrambled ones, as well as omelets. Since they are boiled,
there are totally no fat added during the process, which makes them healthy. Besides that,
students from all over the world in Taylor’s University get to taste the rich and traditional
Chinese tea egg. They seemed to be really satisfied with the taste.
4.) Ipoh Kaya Puffs
Kaya Puffs are well-known for a long time in Malaysia. However, the kaya puffs that we
sell is one of the best kaya puffs in Ipoh. They are fragrant and crispy, just like a piece
from heaven.
Features and Benefits
Our kaya puffs are really fresh because they were delivered straight from Ipoh to Subang
everyday. The puffs remain their crispiness even after several hours. The kaya fillings are
not too sweet and the size that is not too big is perfect for everyone. Sometimes during tea
time, people usually want some light snacks, the kaya puffs would be their best choice.
Packaging
The fizzy floats are packed in plastic cups and straws provided for the customers. They
will attract costumers because this type of packaging allows customers to enjoy their drink
while on the go.
Plastic cups with our stall logo “Treat n Eat” are used to contain the ice-creams. They
are easy to contain more scoops of ice-creams . Customers will like it as the cups with greater
depth avoids the scoops of ice-cream form easily falling to the ground.
Plastic bags that can withstand heat are used to contain the tea eggs. The larger size of
the bags allows us to put in two tea eggs at once and this save a lot of cost and effort.
Customers feel more convenient as they do not need to peel and eat the super hot eggs right
away if there are no plastic bags provided.
We use brown paper bags to contain the kaya puffs because it it more environmental
friendly. Customers like them because it is easier to eat using the bag without getting their