FRESH MUSHROOM ENTERPRISE FRESH MUSHROOM ENTERPRISE Presented By: Aimi Binti Anuar Zelhuda Binti Shamsudin Farhanah Binti Mohd Noah Wan Aishah Binti Wan Mohd Nowalid
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FRESH MUSHROOM FRESH MUSHROOM ENTERPRISEENTERPRISE
Presented By:Aimi Binti Anuar
Zelhuda Binti ShamsudinFarhanah Binti Mohd Noah
Wan Aishah Binti Wan Mohd Nowalid
OUTLINEOUTLINE
MARKET GROWTHTARGET MARKETMARKETING MIX STRATEGYSALES FORECASTMARKETING BUDGETOPERATION PLANLAYOUTPRODUCTION CAPACITYFINANCIAL ANALYSIS
EXECUTIVE SUMMARYEXECUTIVE SUMMARY
Annual production - 7 million in 2008 - expected double by 2010
Concentrate the market of mushroom growth
Main exporter of mushroom in the near future
Sell and further market the mushroom business in Kuala Terengganu
Five partners involve in this business.
Registered as Fresh Mushroom Enterprise - located at Kg. Paloh, Kuala Terengganu.
Operate on 1st January 2010.
Name of Business Fresh Mushroom Enterprise
Business Address D-1172 Kg. Paloh Sg. Kiat, 20050 Kuala Terengganu
Email [email protected]
Website www.freshmushroom.com
Business Status 100% Bumiputra Owned
Main Activities Supplying mushroom
Initial Capital RM 193,524
Date of Commencement
1 January 2011
Name of Bank Loan Bank Islam Malaysia Berhad
General Manager
Zelhuda bt. Shamsuddin
Marketing Manager
Aimi bt. Anuar
Administration Manager
Wan Aishah bt. Wan Mohd Nowalid
Operation Manager
Farhanah bt. Mohd Noah
Financial Manager
Aimi bt Anuar
SupervisorSupervisor
WorkerInjectorInjectorDriver WorkerWorker
SWOT ANALYSISSWOT ANALYSIS
• Use available resources• Trend in demand is upward• Most sales are local• Restaurant, farmer markets and on-farm outlets (venues to market oyster mushroom)
• Use available resources• Trend in demand is upward• Most sales are local• Restaurant, farmer markets and on-farm outlets (venues to market oyster mushroom)
• Ability to develop a specific marketing strategy• Growing market for value added products• Growing pharmaceuticals market
• Ability to develop a specific marketing strategy• Growing market for value added products• Growing pharmaceuticals market
• Consolidation in produce retail• Loyalties to existing distribution channels
• Consolidation in produce retail• Loyalties to existing distribution channels
• Limited mushroom marketing networks• Limited brand name recognition• Limited pre-existing specialty mushroom farms
• Limited mushroom marketing networks• Limited brand name recognition• Limited pre-existing specialty mushroom farms
STRENGTHSSTRENGTHS
WEAKNESSESSWEAKNESSESS THREATSTHREATS
OPPORTUNITYOPPORTUNITY
MARKET GROWTHMARKET GROWTH
Exhibit 1:
TARGET MARKETTARGET MARKET
Population in Kuala Terengganu
65% of this population is between ages of 5 years to 65 years
Malaysia total population in 2010 = 28 million
Terengganu total population in 2010 = 1.1 million
Demand for mushroom in 2010 = 12,000 tonnes
Estimated demand will increase 9 – 10%
Equation:Total Demand for MushroomTotal Malaysia Population
Justification of target marketJustification of target market
= 12,000 tones = 0.00004t / person 28 million
Tonnes of mushroom consumed in Terengganu :
= 0.00004 X 1.1 million = 471 tonnes.
MARKETING MIX STRATEGYMARKETING MIX STRATEGY
SALES SALES FORECASTFORECAST
YEAR SALES
2011 942.432
2012 989,553.6
2013 1,039,031.28
2014 1,090,982,84
2015 1,145,531.99
2016 1,202,808.59
2017 1,262,949,.01
2018 1,326,096,.47
2019 1,392,401.29
2020 1,462,021.35
MARKETING BUDGETMARKETING BUDGET
Particulars 2011 2012 2013
RM RM RM
Pamphlet 600 600 600
Business Card 600 600 600
Fuel 600 600 600
Advertising
Total marketing expenses
Percentage of marketing expenditure from sales revenue
1200
3000
3.82%
1200
3000
3.64%
1200
3000
3.46%
OPERATION PLANOPERATION PLAN
Efficient production system
Access to lower-cost resources
Produces a product of a higher quality
Classify the worker based on their
expertise.
Manage accurately all the resources
List Of Workers
POSITION NUMBER OF WORKER
Supervisor 2
Worker 3
Driver 1
Injector 2
TOTAL 8
LAYOUTLAYOUT
OFFICEOFFICE MACHINE AREA
MACHINE AREA GREEN HOUSEGREEN HOUSE
GREEN HOUSE
GREEN HOUSE
GREEN HOUSE
GREEN HOUSE
GREEN HOUSE
GREEN HOUSE
WORKING AREA
WORKING AREA
PRAYING AREA
PRAYING AREA
STEAMER ROOM
STEAMER ROOM
STORE FOR RAW
MATERIALS
STORE FOR RAW
MATERIALS
TOILETTOILET
OPERATION MANAGEMENT
PRODUCTION CAPACITYPRODUCTION CAPACITY
280 kilo’s a day in 280 days for each year
Total production for the first year is 78536 kilo’s
Total revenue for 2011 is RM 942,432
FINANCIALFINANCIAL
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