This document is a report from a group of business students on their charity drive to raise funds for a leukemia patient named Chin Kim Shun. It details their objectives of raising funds and gaining experience running a business. It discusses their target market of students, lecturers, and office workers on campus. It also analyzes their main competitors and describes the products and pricing of food and drinks sold. Promotional strategies included spreading messages on social media and offering combo deals. The group sought a main sponsor through the family connection of one member. The report provides an overview of the charity drive business planning and operations.

1.
INTRODUCTION TO BUSINESS
CHARITY DRIVE REPORT
GROUP MEMBERS : NG JIYANN 0323710
: LETTITIA LOIS HIEW 0323908
: KELLY CHIN KE NI 0324021
: TEO CHIANG LOONG 0323762
: CHIA FYE JZNG 0323964
: NG YEEN MUN 0323804
: AMIR HILMAN BIN ZURAIMI 0323767
: MUHAMMAD MIRZA QAYYUM BIN MOHD
SHARIFF
0324031
: THERESA THIA AI MIN 0323170
LECTURER : MS TAY SHIR MEN
SUBMISSION
DATE
: 7TH
FEBRUARY 2016

2. TABLE OF CONTENTS
NO. CONTENT PAGE
1. Executive Summary 1
2. Objectives 2
3. Target Market 3
4. Competition Analysis 4
5. Product and Packaging 6
6. Pricing 8
7. Promotion 10
8. Sponsors
9. Distribution
10. Green Measures
11. Human Resource Planning
12. Evaluation of Results
13. Appendix

3. EXECUTIVE SUMMARY

4. OBJECTIVES
A) RAISING FUNDS
The whole charity drive week was solely meant for the business students to raise funds
for a good cause by helping any charity organization of their choice. In this case, our
group got the honour of helping a Leukemic patient named Chin Kim Shun who is
currently in need of RM100,000 for his bone marrow transplant. The story behind why
we chose him was because we initially had trouble on deciding which charity
organization we should support. After some time, we decided to consult Ms. Tay on this
matter and she gave a suggestion to support this particular patient. After our visit to Kim
Shun in the hospital, it became evident to us that this assignment was not just about
earning profits and donating them for charity. Instead, it became a joint effort to help a
friend, which driven us to push the sales and get donations on campus no matter how
tired we were. Although our contribution towards the RM100,000 needed is minimal, we
hope it would at least lighten the burden of the fees a little.
B) ALLOWS STUDENTS TO EXPERIENCE RUNNING A BUSINESS
Considering this is a Business module, we were given the knowledge on how to start a
business and also manage it. For our final assignment, we were to form a group with a
maximum capacity of 10 people. During this charity drive, we were able to learn on how
to run a business, experience its ups and downs and how we rectify business problems.
Furthermore, it improves our decision-making skills as making the right decision is
crucial for a business to be successful.
C) REACHING OUR GOALS
Our goals for this Charity Drive was to reach the minimum profit amount of RM2000.
For that, we did not have a specific target sales unit. We only wished to sell off enough
products to cover up our expenses and reach the profit goal. Our initial goal was to get
RM1500 profit from sales and RM500 for donations. To achieve this goal, we worked
hard to promote our products and persuade people to buy them, all while walking around
and asking for donations from any kind hearted souls.

5. TARGET MARKET
A) CUSTOMER ANALYSIS
As our business was arranged and located inside the campus grounds and strategically
right in front of the Student Life Centre, our target market were the people that passed by
that area every day. Not limiting ourselves to only that, our actual main target market was
basically everybody on campus as we could reach them by walking around the campus
grounds. Our customers come from a diversity of social classes. These included:
STUDENTS
Students make up the majority of potential customers in our business’ geographical
location. What most students seek for from stalls like us are food that are light and
convenient to bring about campus as they rush for their classes. Their spending power is
not high, most students are willing to pay about a maximum of RM5 on stall products.
However, when it comes to donations, the students can be pretty generous. Depending on
how personalized the cause for donation is, they can donate up to an average of RM10.
LECTURERS
Lecturers are quite difficult to spot around campus but if found, they have a higher
spending power than students due to the fact that they are already working and earning
their own money. Lecturers want something that is more filling instead of light food
because they do not want to waste their time on eating food that does not fuel them for
the day. When faced with donations, lecturers are mostly generous, donating an average
of RM10 to RM20 on our persuasion.
OFFICE WORKERS
Office workers required us to enter all the office available on campus one by one. They
are usually bored sitting constantly in the office and prefer to have some light drinks and
food to have something to bite on. Their spending power is similar to lecturers, but in the
donating aspect they tend to give less, an average of RM5.
VISITORS
These include the friends and family of students and lecturers on campus. The majority of
visitors are the parents of the students. Their spending power is very high since they are
able to afford to send their children to a Private University like Taylors. They often seek
for filling food that can be taken away back home for lunch or dinner.

6. COMPETITION ANALYSIS
For our charity drive business, there were quite a number of competitors. From our
perspective, there were 2 particular businesses that stood out among the rest of the
competitors.
A) WAFFLE MAN
The name of the first competitor of our business is named “Waffle Man”. They
mainly sell waffles but are more known for their deep fried foods which consists bread
crumb sausages, cheesy wedges, and chicken popcorn. Other than that, they also sell
temporary tattoos, soft drinks and syrup drinks as side products.
STRENGTHS AND WEAKNESSES
Every business has its strengths and weaknesses. Therefore for this particular
competitive business, the strengths of their business are that their products are considered
as fast foods and are able to be packaged easily. As for their weaknesses, their products
are all mainly fried causing one to see their products as “unhealthy” to customers.
Besides that, most of their products are needed to fry beforehand to avoid any
inconveniences at the stall, and their total cost of product are considered high compared
to other business’s product costing.
CUSTOMER ATTRACTION DEGREE
Nonetheless, Waffle Man’s business statistics is exceptionally high as their numbers
of customers are very high. The reason for their success it that customers are attracted to
their product as people tends to have a liking to fried foods. Furthermore, the products
sold can be easily consumed and there are multiple choices for customers to choose from.

7. B) YUMMY ONIGIRI
Moving on to the second competitor of our business, this particular business is named as
“Yummy Onigiri”. They named their business as that way because their main selling product
is Onigiri, a Japanese triangular rice ball with fillings in the middle. Other than selling
Onigiris, they also sell green tea which is considered as a side combo with an Onigiri.
Yummy Onigiri does not only sell food but they also sell stationaries such as gift cards and
bookmarks.
STRENGTHS AND WEAKNESSES
For our second business competitor, they also have strengths and weaknesses of their
own. Yummy Onigiri’s strength is that they get their products from suppliers and the products
are all readily packaged, therefore saving the time and cost for packaging. As for their
weaknesses, they lack of choices in the food aspect as they only sell Onigiris with different
fillings but no more other kinds of food.
CUSTOMER ATTRACTION DEGREE
Despite their weaknesses, this particular Onigiri business also gained a fair number of
customers. The fact that they could gain the love of customers is because their products are
much convenient to carry and consume as the products are all readily packaged, meaning that
customers would surely think that their food are much cleaner compared to other business’s
food. Most importantly, the prices of their selling products are much acceptable as they are
not too expensive in the eyes of the customers.

8. PRODUCT AND PACKAGING
A) PRODUCTS
During this charity drive event, our group sold several different types of food and drinks.
Below listed are the food and beverage we sold during this charity event:
FOOD BEVERAGES
Mashed Potatoes Coke
Garlic potatoes Honey Longan
Pizza Sea Coconut Longan
Spaghetti Korean Plum Tea
Curry Fish Balls
1) BRIEF DESCRIPTION OF FOOD
MASHED POTATOES
The mashed potatoes we sold were a hundred percent homemade every morning to ensure
freshness and quality. We bought the potatoes from markets or grocery stores, boiled, peeled
and mashed them with forks We then cooked the potatoes with melted butter and milk,
seasoning them with ample amount of salt and pepper, and drizzled some homemade chicken
gravy over the finished product for a savory taste.
GARLIC POTATOES
Our garlic potatoes were made in the same time as our mashed potatoes to ensure the same
freshness and quality. Instead of mashing up the prepped potatoes, we cut them into irregular
shapes, tossed them around garlic infused oil and seasoned with some cayenne pepper, salt,
black pepper and some thyme. It was initially sold with green chili but the feedbacks from
customers were negative, so we removed it.

9. PIZZA
We got our pizza supply from Dominos. The four flavors that we sold were Hawaiian, BBQ
Chicken, and Beef Pepperoni. This was only sold in the first day of our Charity Drive.
SPAGHETTI
Our spaghetti came in two flavors, beef and chicken. The sauce base for our spaghetti was
tomato, which resulted in a delicious Bolognese fare. Our spaghetti was home cooked as
well, with the spaghetti and base cooked separately and assembled when customers want it.
We cooked our spaghetti in the midnight as well to prevent it from spoiling.
CURRY FISH BALLS
We got our fish balls from the market, buying every single packet from every single store.
The curry soup was made and seasoned at home. It was warm to the stomach and heart, and
made a light but fiery bite for customers. This was only sold on the final day of our charity
drive.

10. 2) BRIEF DESCRIPTION OF BEVERAGES
COKE
Our group member Amir, got his coke supply from the grocery store. We bought them in
cartons and sold them either individually or as a combo to go along with our food. We
surrounded the coke with ice in an ice box to keep the temperature of the drink cold, which is
what customers seek for during a hot afternoon on campus.
INSTANT DRINKS
We got our drinks in bulk from suppliers. They included Honey Longan, Sea Coconut
Longan as well as Korean Plum Tea. We scoop a little of each drink into cups and add a
respective ratio of 2:1 cold water and boiling water. After stirring and adding ice, they are
good and ready to be sold. The Honey Longan is sweet and cooling, good for people who
have sore throat while the Sea Coconut Longan tastes herbal but in a mellow way. It is also
cooling, which is suitable for hot afternoons. The Korean Plum Tea was not that nice, tasting
sour and weird. Not many customers liked it.

11. 3) PRODUCT FEATURES
The features of our products are the freshness ensured by the groupmates who stayed up the
whole night and morning every single day to prepare the food. Taste is also another feature as
we took great care and making sure that each unit of product sold is seasoned properly and
catered to the preferences and suggestions of regular customers.
4) PRODUCT BENEFITS
The benefits of our products are the satisfaction that the customers will gain from the
products themselves. We sold our food and beverages at a relatively cheap price and even
provided the customers with the choice of combos to further save their money. Our products
are light and easy to be taken on the go to be eaten when wanted to, which is a benefit to
customers who are in a rush and do not have the time to settle for a heavy meal.
B) PACKAGINGS
1) We had used some materials to package our products neatly. Below are the materials we
used for this charity drive event:
Food & Beverage Materials
Pizza Paper Plate
Spaghetti Plastic Bowl with Plastic Fork
Mash Potato & Roasted Potato Small Paper Bowl with Plastic Spoon
Curry Fish Balls Paper Cup with Plastic Fork
All Beverages Plastic Cup with Straw
2) A product packaging must contain 2N1C. 2N stands for neat and nice, while 1C stands for
clean. A product packaging that contains 2N1C will attract customers to buy it, because if the
product packaging is dirty it will cause potential diseases to be spread and customer will feel
disgusted and turned off from buying the products. Our product packaging contains 2N1C
and scoop and ladle. We placed our scoop and ladles in a box before we used it, and we
washed it constantly to assure its hygiene.

12. PRICING
A) UNIT COST AND SELLING PRICE TABLE
Food & Beverage Cost Price Per .Unit Selling Price Per Unit
Pizza RM3.50 RM 5.00
Spaghetti (Chicken) RM2.50 RM5.00
Spaghetti (Beef) RM3.00 RM6.00
Mash Potato RM0.80 RM3.00
Roasted Potato RM0.60 RM3.00
Curry Fish Ball RM1.00 RM3.00
Coke RM0.95 RM2.00
Honey Longan RM0.424 RM2.00
Sea Coconut Longan RM0.733 RM2.00
Korea Plum Tea RM0.640 RM2.00
B) POPULARITY OF PRODUCTS
Our products were popular among customers as we were the only store that sold these
specific food and beverages, making our stall a unique destination for quick bites and
refreshing drinks. We actually had customers waiting at our stall in the morning for our
mashed potatoes to go as their light breakfast before class. People came back constantly for
our food which justified the price that we sold for them. In truth, the prices we set for our
products are very reasonable looking at the cost price and effort put into it.
C) PRICING STRATEGIES
We sold our products at normal price throughout the whole day. It is only during the time
period between 5pm to 7pm where customers are getting scarce where we begin to play
strategies on our pricings. We would reduce the price of our food by RM2 while our drinks
by RM1 to attract customers to buy them. This was to ensure that all our products are sold
completely for the day as they would spoil if left overnight, which would lead to lost in
profit.

13. PROMOTION
A) SPREADING MARKETING MESSAGES
The marketing message for our business is simple and straightforward, ‘HELP A PATIENT WHO IS
STRUGGLING FOR A SICKNESS, LEUKEMIA’. We walked around campus with a poster of the
patient and asking for donations. Our message appealed and touched the hearts of most people on
campus grounds. It prompted kind hearted people to purchase our products and donated money to us.
The message became pretty well known on campus as we passed by many people each day several
times to spread the message of emergency.
B) PROMOTIONAL STRATEGIES AND TOOLS
FACE TO FACE PERSUASION
This is the most effective and straightforward method. When we face customers to promote
our products with good manners, customers will tend to listen to us and also think about it.
Usually, some people will not be able to stop by buy our products because they are rushing to
class, work or even transportation. Even so, they will come back to our stall when they are
convenient to buy our products.

14. SOCIAL MEDIA
One of the tools that we have been using to promote our products is social media such as
Snapchat, Facebook and Instagram. The reason why we chose social media as our main
channel to advertise our business is because the advertisement fees is free and it is also very
efficient as our business and motive became known within the social media community short
period of time. This increased our customers as the people who heard about our business
online stopped by our stall to support us.
PROMOTIONAL COMBOS
We sold our food in either ala carte or combos to increase the variety of methods our
customers can buy our food. Our combo worked this way, if people bought food and drinks
together, they would get the drinks at only RM1, which worked very well among our
customers because it was a good deal to them. Most customers are afraid to buy food from
stalls like us because it meant that they would get thirsty easily and have to spend more
money on drinks. This combo solved that issue for them, which was attractive to them.

15. SPONSORS
A. MAIN SPONSOR
Our group decided to get sponsorships from James Thia Sia Peng, owner of Pasal Bina, a
company that focuses on construction, renovation and interior design. He is the father of our
group member Theresa Thia. Other than that, we sought sponsorship from
B. REASONS FOR CHOOSING THEM
The reason why we chose them was because our group members had connections with them,
and they were mostly supportive to our cause as compared to other potential sponsors that we
had no connections to. Our group initially did not plan on finding any sponsors but as our
production costs became higher day by day, it became apparent that we needed sponsorships
to sustain our profits.
C. FORM OF SPONSORSHIP
Sponsorship from the sponsors took in the form of cash, which proved to be very useful for
our charity drive. Yeen Mun’s mother sponsored a total amount of RM50, while Amir’s
father sponsored the money needed to get the cartons of coke, which totalled up to an
amount of RM100. Mr James covered all the costs that were spent by Theresa for ingredients
and materials for packaging, which totalled up to an amount of RM200.
D. METHODS OF APPROACH
We approached our target sponsors with sponsorship letters. Even though they are personally
connected to our group members with family ties, it was better to make formal. Our group
member Theresa wrote the sponsorship letters and gave it to the respective members to
present it to the sponsor that was in relation to them. As some of the sponsors were not in
town, we mailed the letters to them instead of giving it to them face to face. As for the
sponsors that were in town, we also met them face to face to request for sponsorship.

16. DISTRIBUTION
A) GETTING PRODUCTS TO SALES LOCATION
We have divided to the task of transporting our products to our stall to two members of the
group.
1. AMIR
Amir was in charge of transporting the ice box, the ice along with the Coca-Colas to
campus using his car. This was done every day throughout the charity drive week as
ice was needed for the cooling of the tea which is one of our products.
2. ERIC
Eric was also in charge of handling the transportation of the products to campus. He
was responsible to transport the mash potatoes and the other food products using his
car. He would travel to DK Senza to collect the food from there and he would
immediately drive to campus and deliver it to our stall to be sold to potential
customers.
B) SPEED OF PRODUCT DELIVERY
The total time taken to deliver all of our products would be around an hour. The customers
would usually have to wait until around 11 am before they can buy their desired products
from us. This is a back draw for us because the customers would have to wait an extra hour
from our supposed opening time of 10 am, which is observed during the first day of the
charity drive. We took this as a problem and how we solved this is that we decided to set up
even earlier the next few days to avoid the waiting time for customers to come and purchase
our products.

17. C) CUSTOMERS REACHED
The number of customers that we can reach by simply promoting from our stall is miniscule
in comparison to when we go around campus to promote our products to students and staffs.
It is observed through this way of promoting we can reach about triple the amount of
customers than when we just sit in our stall. Our group members worked hard walking around
the whole campus grounds to promote the foods we sell. These numbers of sales people we
had also contributed to the amount of customers we can reach as we can cover more ground
around campus to sell our products even faster. We also received an extraordinary amount of
donations from people around campus as they want to help the leukemia patient.
D) EXTRA SERVICES
Unfortunately, we do not provide any online service and the customers would not be able to
order online from us nor can we deliver it to them through online ordering. There was no
service for receiving orders via phone as well, because most of us were really hectic selling
and promoting the food in the stall. No one had the time to take care of phone or online
orders. However, we did provide booking services. Customers can reserve the product they
want first and get it later when they feel hungry in order to prevent disappointment when the
product is sold out. This service was particularly well received as we received quite a number
of reservations for our products every day before our stall was even set up.

18. HUMAN RESOURCE PLANNING
Job specification is important to run the business smoothly and effectively. Hence, a clear job
scope is vital to direct and guide each member to do perform respective tasks and to delegate
world load evenly. Considering each member’s ability and strengths, the tasks were given
accordingly.
TEAM ORGANIZATIONAL CHART
Project Leader
THERESA
Accountant
KELLY & JI YAAN
Sales &Marketing
Executives
CRYSTAL, ERIC &AMIR
Product Manager
YEEN MUN & QAYUUM
Assistant Project
Leader
LETITTIA

19. As the weeks progressed leading up to business charity week, our team split necessary roles
amongst ourselves, which included:
i. PROJECT LEADER
Led by Theresa, she planned and organized responsibilities to each of the group
members. She guided all the group members according to plans and tasks to be
completed in a specific time. She also organized meetings and made all of the
decisions.
ii. ASSISTANT PROJECT LEADER
One of our group members who is helping Theresa is Letittia . She shared with
Theresa’s responsibilities. She kept in touch with the patient’s family and planned
a day and brought us to visit the patient who is suffering from Leukemia. She also
went out buying our food ingredients with Theresa.
iii. ACCOUNTANT
Kelly and Ji Yann are our group’s accountants. Their roles are to record all the
business activities that happened until the end of the Charity Drive Event. Both of
them prepared the profit and loss report in the business, they recorded every
business transaction happened and keeping the receipts buying ingredients.
iv. SALES & MARKETING EXECUTIVES
Crystal, Eric and Amir are in charge of the sales and marketing. Crystal designed
several attractive posters for the business and posted it online to attract the
customers. They promote and sell all of the products and analysed market and
receive direct feedback from customers to know where to improve. They also
have a good communication skills and persistence to keep selling and promoting
even they faced with a lot of rejections.
v. PRODUCT MANAGER
Yeen Mun and Qayyum ensured our products quality maintained. They also
prepared and monitored the product’s development and packaging. They also took
good care of the booth when some of the group members went out to sell the
products.

20. GREEN MEASURES

21. EVALUATION OF RESULTS

22. APPENDIX