1 Introduction to Business ( BUSF0103 ) Final Project Marketing Report and Charity Drive Event Lecturer: Mr. Joe Group Members : Toh Chee Cheng ( 0311122) Yap Zhi Jun ( 0310738 ) Yap Zhong Lin ( 0310557 ) Kristine Yong ( 0311297 ) Chuah Wei Hong ( 0310900 ) Course : FNBE Jan 2013 ( Sem 2 ) Date of Submission : 17. 5. 2013
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1
Introduction to Business
( BUSF0103 )
Final Project
Marketing Report and
Charity Drive Event
Lecturer: Mr. Joe
Group Members : Toh Chee Cheng ( 0311122)
Yap Zhi Jun ( 0310738 )
Yap Zhong Lin ( 0310557 )
Kristine Yong ( 0311297 )
Chuah Wei Hong ( 0310900 )
Course : FNBE Jan 2013 ( Sem 2 )
Date of Submission : 17. 5. 2013
2
Content
Table of Content Page
Executive Summary 3
Objectives 5
Target Market 6
Competition Analysis 10
Product and Packaging 12
Pricing 15
Promotion 17
Sponsorship 19
Distribution 20
Green Measures 21
Operation Budget 22
Human Resource Planning 23
Evaluation of Results 25
References 26
Appendix 27
3
Executive summary
First, I would like to introduce our business name, ‘Fait à la main’ in french. It means
made by hand. The purpose we give our name as ‘Fait à la main’ is because our products are all
handmade by ourselves. Our business location held at Taylor’s University Lakeside Campus.
Through this business, we are selling handmade products such as crochet and bookmarks as well.
Besides that, as we are also running our business through the internet, so people who are
interested we will provide delivery services. The purpose of this business plan is for the donation
for Tzu Zhi Foundation Malaysia. We play the role of human resources management
significantly. Our leader had separate our work consistently so that we can concentrate on a task.
We have analysis our marketing strategy process. We try to understand our customers, analyze
market, analyze competition, research distribution, define marketing mix, financial analysis and
review and revise.
We have set our target sales units and target donation amount for us to hit during the
charity drive. The purpose to set this target is to motivate ourselves and to have a full intention
while running this business. We targeted RM1 000 for our donation and RM1 000 for sales units.
To hit this target in advance, we have targeted students for priority. The reasons are, most of the
students study at Taylor’s University is rich and they would willing to help us as they might need
our help in the future. On the other hand, some people will help us purely with their kindness.
Because the money we earn from our business will be donated, so some of them would like to get
involved. Moreover, to make sure that our business can run smoothly throughout the charity
drive, we have to figure and found out our competitors. There is a few competitors such as ‘Lace
& Ties’ and a lot food stall. Our strength and advantages are we give discounts to those who buy
more and we did not charge them for delivery fees. Furthermore, our products made with an
environmentally-conscious manner. As well as packaging. This can cut costs and be
environmentally friends to reuse recyclable materials. During the charity drive, we face different
kinds of problem such as customer unsatisfied with our delivery service and packaging. During
the delivery through poslaju, the parcels get wet as it is raining. And some of the bookmarks get
wet. So from this matter, we have got a solution, which is wrap a plastics bag before delivery.
We will take full responsibilities to overcome the problem and communicate with our customers
patiently.
Lastly, throughout this business, we have earned RM2 515 overall. After deducting the
capital, we got RM2 460. We hit our target and we are satisfied with the amount. Through this
business, we learn to be cooperative and helping each other to overcome the problems during the
charity drive. We have made a right decision of running a business for handmade items. Because
it is all limited editions and special compare to things come from factories. We feel honored to
run this business as we donate all the profits to Tzu Zhi Foundation Malaysia which is helping
those who needs help. The establishment of Tzu Zhi Foundation is to internationalization of the
mission of charity, generalization of the mission of medical care, completion of the mission of
education and deepening of the mission of humanitarianism. The Mission of Charity is about
taking care of needy families, providing emergency relief, visiting people in need, engaging in
international relief work, and others. The Mission of Medical Care is about Tzu Chi's medical
4
network which includes hospitals, the Bone Marrow and Stem Cell Center, the Children's
Rehabilitation Center, free clinics, and others to allow every family to feel safe and secure. The
Mission of Education is about the core of education, Tzu Chi's schools, ranging from
kindergarten, elementary school to graduate schools, encourage students to cultivate their inborn
abilities and talents. Lastly, The Mission of Humanitarianism is about the mission of
humanitarianism tries to cleanse the human minds with its publications.
5
Objective
The objective of selling handmade bookmarks and crochets during the Business Charity
Drive Event is to raise fund and donate to a charity organization to help the society. We have
chosen to donate fund to Tzu Zhi Foundation Malaysia. The reason we have chosen Tzu Zhi
Foundation is because it is a very big foundation and is easier for us to find sponsors as Tzu Zhi
is quite well-known in the charitable group. As their mission is to internationalize charity,
generalize medical centre, complete the education and deepening humanitarianism.
Quantifiable objectives
We have set our target for donation amount which is RM1 000. We will run this donation
in Taylor’s University Lakeside Campus.
Our target sales units during the charity drive is RM1 000. Our targeted person is mostly
students. The reason we target them because we will run our charity drive in Taylor’s University
as well. On the other hand, students study in Taylor’s University has considered as quite rich. So
we are trying to hit our target within 4 days charity drive.
As a conclusion, the purpose of selling bookmarks and crochet items is because it is
something different from other people selling and it can be a collection and keep on using it.
Besides that, the capital is not really high, but there is a lot of effort because they are all
handmade items.
6
Target Market
Market of bookmarks is quite good as there are many book lovers around us.
The market of crochet products is good as there are many girls who love our products too.
Targeted Customers for Running Man Collection
Types of Customers Percentage
Fans of Running Man 60
Friends’ Present 30
Other 10
Age of Customers Percentage
11-15 28
16-20 42
21-25 17
Other 13
Types of Customers
Fans of Running Man
Friends’ Present
Other
Age of Customers
11 to 15
16 to 20
21 to 25
Others
7
Targeted Customers for Jimmy Collection
Types of customers Percentage
Fans of Jimmy 50
Friends’ Present 30
Other 20
Age of Customers Percentage
11-15 45
16-20 30
21-25 15
Other 10
Sales
Types of customers
Friends’ Present
Others
Age of Customers
11 to 15
16 to 20
21 to 25
Others
8
Targeted Customers for Dota Collection
Types of Customers Percentage
Fans of Dota 40
Friends’ Present 40
Other 20
Age of Customers Percentage
11-15 30
16-20 45
21-25 20
Other 5
Types of Customers
Fans of Dota
Friends’ Present
Others
Age of Customers
11 to 15
16 to 20
21 to 25
Others
9
Market Needs
Since our target market is our friend around us; the most important needs are design of
the bookmarks, quality, choices and price. To fulfill those needs we have to understand and focus
on the targets. Therefor, we are selling handmade bookmarks to show our sincerity. Beside that,
our bookmarks designed by our architecture students. There are three different themes, Running
Man collection, Jimmy collection and Dota collection. Our prices are quite reasonable as they are
handmade bookmarks.
Spending power
The prices of our products are quite reasonable. Since our target market is our friend
around us, the prices of our products are actually affordable by them. When the fans of Running
Man saw our bookmarks with the theme of Running Man, they are willing and feel worth to
purchase it. When the fans of Jimmy saw the handmade bookmarks with the theme of Jimmy
collection, they are likely to get it too. The fans of Dota are willing to get the Dota collection
handmade bookmarks too. The girls who love crochet products would love to buy our chrochet
products as well. Besides that, customers feel worth to buy our products as it is for charity too.
10
Competition Analysis
Cheah Eevon’s Group Dayang’s Group Ian See’s Group
Major Customers Taylor’s University
students and lecturers
Taylor’s University
students
Students from Taylor’s
University and primary
school near Suriamas
Pricing Policy
Macaroons:
RM 20 per box
Durian Puff: RM 10
Handmade Cards:
RM 5-10
Bookmarks: RM5
Art Portrait
A5 size: RM 20
A4 size: RM 40
Fisher Pants: RM30-55
Key chains: RM 5
Cheese Tarts: RM 3.50
Product / Service
Quality
Strong
Handmade cards and
bookmarks are very
creative and good-
looking. Include
beautiful packaging.
Strong
Portraits done are
concealed in a plastic to
prevent the drawings
from fading. Customers
may get their portraits
in 2 to 3 days time.
Fair
Packaging is very normal
but good in quality.
Key chains are also very
special with meaningful
and inspiring quotes.
Customer Loyalty Strong
Customers came back
because the foods taste
good. Handmade
Mother’s Day cards and
vintage bookmarks are
also selling very well.
Strong
Realistic portraits
attracted the customers
to buy it. Although they
have to wait for few
days for the portraits to
complete but they are
willing to purchase too.
Fair
Some of the products
selling not really attracted
the customers. However,
the cartoon biscuits
(Doraemon, Mickey) have
increased their sales
because of the children
from primary school
really love it.
Advertising Strong
- Attractive posters
- Facebook Page
(Lace & Tie)
Strong
Amazing artworks of
hand-drawn posters
displayed.
Weak
Posters are not attractive
and not easily be seen by
people.
Sales Tactics Aiming on lecturers and
friends. People who
donate get freebies. And
there are pre-order
available for the durian
puffs.
Aims on friends and
people who love arts.
Using the “limited
edition” tactic to attract
more customers.
Cheap and reasonable
price. Aim biscuits with
cartoons on primary
school students.
11
Conclusion:
Cheah Eevon’s Group
From Cheah Eevon’s group, they are selling handmade bookmarks and Mother’s Day
cards which did not cost them much. Besides, they are also selling foods such as durian puff and
macaroons which are the most famous desserts currently. They are selling macaroons for RM 20
per box, durian puff for RM 10, bookmarks for RM5 and handmade vintage card for RM 20.
They also have strong advertising tactics because of their attractive posters and also a Facebook
page created for online business. Customers also came back because the foods taste good.
Handmade Mother’s Day cards and vintage bookmarks are also selling very well. Thus, their
customers target on lecturers and friends. People who donate get freebies and there are pre-order
available for the durian puffs.
Dayang’s Group
Dayang’s group has been affecting our sales
because of her talented and realistic drawings.
Customers may collect their portraits in 2 to 3 days
after sending a portrait of themselves to Dayang.
Portraits done are concealed in a plastic to prevent
the drawings from fading. Plus it is stated there
“limited edition”. They are selling the portrait for
RM 20 for A5 size and RM 40 for A4 size which is a
reasonable price. Therefore, customers are willing to
book it as soon as possible. They’re aiming on
customers who love arts.
12
Products and Packaging
Our group selling handmade bookmarks and crochet products.
Bookmarks
Description: We are selling three collections of bookmarks: Dota collection,
Jimmy collection and Running man collection. All of the bookmarks are drawn by
us using colour pencils, marker pens and drawing pens. Firstly, we search internet
for suitable designs then apply on our bookmarks ( some of them are designed by
ourselves ). Then, we scan the designs and do some editing through computer.
After that, we printed out the designs. Next part is the cutting section. We measure
and cut the colour paper then paste our designs on the colour paper. The last part
is packaging, we wrap our bookmarks by using used paper.
Attraction: We choose bookmarks as our product because the modal is small and
can earn more profit. Plus although it takes time to make the bookmarks but we
can do it little by little, and do it during free time. Then, bookmarks are useful for
everyone especially for students. There are three types of bookmarks, Dota
collection- aim for boys, Jimmy collection- aim for everyone and Running man
collection- aim for Running man’s fans. Furthermore, bookmarks are easy to sell
because they are small and can sell them everywhere.
Crochet products
Description: Crochet is a process of creating fabric from yarn, thread, or other
material strands using a crochet hook. We are selling three types of crochet
products, they are flower design hair band, ribbon pin and peter pan collar. We
wrap our products with unwanted magazine paper to save cost and save paper.
Attraction: We sell crochet products because they are girls favourite. Crochet can
make people more girlish especially for teenagers. Crochet also can be a fashion
trend among the teenage as there are many crochet products like crochet dress,
crochet bag, crochet pencil box and so on. We sell crochet hair band with the
flower design and hair pin with crochet ribbon shape because they are rare to find
outside. They are a special product. Then the peter pan collar is also a creative
product which you can match it with a plain slim cut shirt then you will look
Letter to External Vendor Yap Zhi Jun Foundation in Natural & Built Environment School of Architecture, Building & Design Taylor’s University No. 1 Jalan Taylor's 47500 Subang Jaya Selangor Darul Ehsan.
Dear Ms. April Clothink Online wholesale retail shop
Renting a Booth to Vendor During Business Charity Drive Event We, the students from the School of Architecture, Taylor’s University, are currently involved in a
fundraising event for our Business Subject project in January 2013. Therefore, we write this letter
with the intention to invite your company to sell your products in this event by renting our booth
to your company.
2. Details of the Charity Drive Event
as below: Date: 7.5.2013 - 10.5.2013 Time: 9am – 7pm (daily) Venue: Outside of Student Life Centre, Taylor’s University Lakeside Campus.
3. We will be renting our booth to your company for 4 days during the Business Charity Drive
Event start from 7 May 2013 until 10 May 2013. The rental of booth is RM 100 per day. There
will be RM 400 in total for 4 days rental. The preferable due date of paying rental will be on the
last day of the event, which is 10th
of May 2013.
4. According to our lecturer, we need to collect RM 200 as deposit from you. The deposit will
return to you after the event ends, Thank you for cooperation.
5.For any extra information, please contact me at 012-4221031. Thank you. Sincerely yours, Yap Zhi Jun