Академический Документы
Профессиональный Документы
Культура Документы
(MKTG 3010)
NAME
AISYAH NURHUDA BT MOHD NAZRI
AFIFAH NABILAH BT MOHAMAD SAFEI
NUR AIYSHAH BT ABD MUNIM
NURULAIN HUSNA BT AZMI
NURFARAHANIM BT MOHD YAHAYA
MOJEEB RAHMAN WAHAJ
CHAUDHARY MUHAMMAD QASIM
:5
: Semester 2, 2014/2015
TABLE OF CONTENTS
MATRIC NO.
1325960
1321976
1324678
1320654
1324160
1212465
1317363
DETAILS
PAGES
TABLE OF CONTENTS
1.0 COMPANY OVERVIEW
1.1 NAME OF THE BUSINESS
1.2 EXECUTIVE SUMMARY
1.2.1 LOGO
1.2.2 MOTTO
1.2.3 MISSION
1.2.4 VISION
1.2.5 OBJECTIVES
1.2.6 PRODUCTS
1.2.7 ORGANIZATIONAL STRUCTURE
1.3 COMPANY OWNERSHIP
2.0 MARKETING ANALYSIS
2.1 SWOT ANALYSIS
2.1.1 STRENGTHS
2.1.2 WEAKNESSES
2.1.3 OPPORTUNITIES
2.1.4 TREATS
2.1 MARKETING OBJECTIVES
2.2.1 SPECIFIC
2.2.2 TIMELY
2.3 TARGET MARKET
2.3.1 POTENTIAL BUYERS
2.3.2 TARGET CUSTOMERS
3.0 MARKETING STRATEGY
3.1 MARKETING MIX
3.1.1 PRODUCT
3.1.2 PRICE
3.1.3 PLACE
3.1.4 PROMOTION
4.0 FINANCIAL PLAN
4.1 CAPITAL CONTRIBUTION
4.2 SALES BUDGET
4.3 PRICING ANALYSIS
4.4 STATEMENT OF CASH FLOW
4.5 FINANCIAL STATEMENT
4.5.1 COST OF GOODS MANUFACTURED
4.5.2 COST OF GOODS SOLD
4.5.3 BUDGETED INCOME STATEMENT
4.5.4 BUDGETED BALANCE SHEET
5.0 IMPLEMENTATION AND CONTROL
CONCLUSION
-2-
APPENDIX
23 - 24
-3-
CHILLAX SHOP implement the concept where the customer is always right. Therefore, fullfilling the
customers needs and satisfactions is the top priority of the business.
In addition, nowadays, small markets are continuously evolving and thus, causing the
competition among the sellers and businesses grows day by day. However, in this situation, CHILLAX
SHOP is at advantage where it is a few steps ahead of other businesses since its target market is an
exploitable niche and the service is differentiated since the target market will still have similar
tastes, less disposable income and less sensitivity to price.
1.2.1 LOGO
represents the
chefs activity to
and Relax
The figure of a
person holds a
The word
Shop
represents the
selling
activities of
-4-
1.2.2 MOTTO
Our business motto is Chillax with Spaghetti & Cheese.
1.2.3 MISSIONS
To ensure that each of our customers receives professional, friendly and courteous services
from us.
To make sure that our company provide food at a fair price, nutritional, well prepared meals by
using only quality ingredients.
We insist to sell all of our products during the Marketing Project Week.
To ensure the customers satisfaction by fulfilling the customers demand and their needs.
To earn the maximum profits and reduce the costs without ignoring the customers maximum
satisfactions.
1.2.4 VISIONS
To widen our business and serve the students with the best service.
To be a profitable and competitive business in the future.
To be the best and recognized food business in IIUM.
1.2.5 OBJECTIVES
To apply the knowledge that we learn in MKTG 3010 in the real world.
To make profit from the sales and donate a portion of it to the charity organisation.
-5-
1.2.6 PRODUCTS
CHILLAX SHOP will offer the customers with mouth-watering desserts consist of Spaghetti
Bolognese and Melty Cheese Cake. Spaghetti Bolognese will be made by our own chef while the
Melty Cheese Cake will be ordered from a supplier. We use halal and tasty ingredients to cook the
spaghetti and its sauce. The cakes are also bought from a recognized and halal certified supplier.
Spaghetti Bolognese
Nur Aiyshah bt
Munim
Nurfarahanim bt Mohd
Yahaya
Nurulain Husna bt
-6Azmi
Mojeeb Rahman
Wahaj
Chaudhary Muhammad
Qasim
STRENGTHS
WEAKNESSES
-7-
business.
Have a good relationship with
the customer.
High quality of food.
Too
expenses.
Products may be expensive to
certain students.
Financial matters.
OPPORTUNITIES
THREATS
Generate side income to cover
High
daily expenses.
Increase in demand for new
much
spending
competitions
on
among
competitors.
Changes in consumers income.
Difficulties in dealing with
products.
suppliers.
2.1.1 STRENGTH
can provide us with high quality and mouth-watering melty cheese cakes at a
lower cost so that we can sell them to the customers at a cheaper and
-8-
affordable price.
2.1.2 WEAKNESSES
Financial matters.
We cannot simply sell our products without being concern on ones
welfare. For instance, we purchase for high quality of food and ingredients
at a high cost but after we add markup to the cost and adjusted the selling
price to be an affordable price for all customers, the profits sometimes is
lower and nearly zero. Hence, this situation sometimes would give financial
conflicts to the business.
2.1.3 OPPORTUNITIES
-9-
2.1.4 THREATS
- 10 -
2.2.2 TIMELY
Our booth will commence on week 13 during the Marketing Project Week
and will last for a week. Each employee is expected to attend the whole week
- 11 -
until the end of the Marketing Project Week. We want to increase our revenue
throughout the week. We will try to increase the rate of the customers who give
positive feedback to our customers.
In our marketing plan, we plan to establishe a happy hour time, in which we
will give discounts on our products during the hour which is from 3 pm to 4 pm
everyday.
- 12 -
Geographic
Demographic
Psychographics
Behavioral
GEOGRAPHIC
We are doing a small business and our service is just limited to IIUM which
is located in Kuala Lumpur. We cannot offer our products to those people who are
living outside the university. However, if they are able to come to our stall inside
IIUM we can also sell to them.
DEMOGRAPHIC
Segmentation according to demography is based on the variables such as
age, gender, occupation, religion, education level and nationality.
Age: Basically our product is not just for people with a specific range of
age, it means that everyone (teens, child, old men andwomen) can
consume it. But our main target is the students with the age of 18-40 years
old.
Gender: We are selling our products to both male and female students in
IIUM.
- 13 -
PSYCHOGRAPHICS
In this segment, we are trying to collect analysis of consumer lifestyles in
order to create a detailed customer profile. It may be impossible for us to conduct
a complete psychographic research just by asking consumers to agree or
disagree with activities, interests, opinions statements. But we just simply put it
as follows:
- 14 -
BEHAVIORAL
This grouping patterns may include such behaviors as spending, occasion,
usage, and desired benefits.
Usage: we are willing to have all types (light, medium and heavy user
groups) of our products consumer.
- 15 -
Furthermore, our products packaging uses persuasive labelling. The label on the packaging
has a very unique design that is very persuasive. The label also promotes our business since we also
put the details of our business in that label.
- 16 -
DAY 2
DAY 3
DAY 4
DAY 5
TOTAL
(WEEK)
Budgeted sales
(packets)
20
20
20
20
20
100
4.50
4.50
4.50
4.50
4.50
4.50
90
90
90
90
90
450
CHILLAX SHOP
Sales budget for 5 days
(Cheese cake)
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
TOTAL
(WEEK)
Budgeted sales
(packets)
20
6.00
6.00
6.00
6.00
6.00
6.00
24.00
24.00
24.00
24.00
24.00
120
- 17 -
The business uses cost-plus pricing method in order to set up the product price. The price is
affordable to cover all the cost incurred in making of the product.
COST-PLUS PRICING
Price = Cost + (Markup percentage x Cost)
Spaghetti
Starting Cash
Cash Receipts:
Sales - spaghetti
-cheese cake
TOTAL (RM)
Cash Payments:
Cost of production for
-spaghetti
-cheese cake
Advertising
Transportation
TOTAL (RM)
CASH BALANCE (RM)
DAY 1
350.00
DAY 2
373.00
DAY 3
396.00
DAY 4
419.00
DAY 5
442.00
90.00
24.00
114.00
90.00
24.00
114.00
90.00
24.00
114.00
90.00
24.00
114.00
90.00
24.00
114.00
70.00
16.00
2.00
3.00
70.00
16.00
2.00
3.00
70.00
16.00
2.00
3.00
70.00
16.00
2.00
3.00
70.00
16.00
2.00
3.00
(91.00)
373.00
(91.00)
396.00
(91.00)
419.00
(91.00)
442.00
(91.00)
465.00
- 18 -
RM
70.00
70.00
-
RM
70.00
30.00
30.00
100.00
100.00
RM 100.00
- 19 -
CHILLAX SHOP
Budgeted Income Statement for a week
RM
RM
Sales Revenue
Spaghetti
450.00
Cheese Cake
120.00
570.00
350.00
Cheese cake
80.00
430.00
Gross Profit
140.00
10.00
Transportation
15.00
25.00
Net Income
RM115.00
RM
465.00
465.00
Liabilities
Owner Equity
Capital
Net Income
Total Liabilities and Owner Equity
350.00
115.00
465.00
- 20 -
1.
2.
3.
4.
5.
6.
PERSON
WEEK/ACTIVITY
IN
2
3
4
5
6
7
8
CHARGE
(PIC)
ACTION, IMPLEMENTATION AND CONTROLLING PHASE
Collect money from each members for Aiyshah
the capital investment (RM 50 each / RM Munim
350 in total).
Find and make a deal with Melty Cheese
Aisyah
Cake supplier. (Analyze and choose the Nurhuda
best supplier that we can get).
,
Farahani
m
Find the place to buy Spaghetti
Afifah
Bolognese ingredients (Choose the least Nabilah,
cost but high quality and halal
Ain
ingredients).
Husna
Starting to promote the upcoming
Ain
business for Marketing Project Week
Husna,
(Invite as many students as we can to Mojeeb,
come to our booth later on).
Qasim
Order 20 boxes of Melty Cheese Cake
Aisyah
from the suppliers (Products should be Nurhuda
received the day before the Marketing
,
Project Week started).
Farahani
m
Buy ingredients to make Spaghetti
Afifah
Bolognese.
Nabilah,
Ain
Husna,
Aiyshah
MARKETING PROJECT WEEK
- 21 -
Farahani
m,
Ain
Husna,
Mojeeb,
Qasim,
Aiyshah,
Afifah,
Aisyah
Nurhuda
Afifah
Lecturer
s
CONCLUSION
This marketing project proved to be helpful to all of us. We were able to plan and execute a
business in detail even though our business is small and did not get a lot of profit. From the report, we
have learnt a lot about the process of starting up a business. We gained a lot of experience how to
handle the business as well as the operation and what a business has to undergo to become successful
by conducting this report. In addition, we have also learnt about the risk we have to face and how to
overcome the risks. Through perseverance and hard work, we were successful to achieve our budget.
This project also helps to enhance our entrepreneurship skills. In the near future, we are looking
forward to continue our business venture, Insha Allah.
- 22 -
APPENDIX
- 23 -
- 24 -
- 25 -