Business-Model Calender

1 Introduction to Business
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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
CHARITY DRIVE REPORT
NAME : AMANDA NG WEI XUAN 0316130
LEE PEI GIE 0315653
THAN LEK MEI 0315538
LAU WEI LING 0315389
SIEW JOHN LOONG 0315871
GOH YEN NEE 0315551
HOW LEE JING 0315669
CHONG ZIT MAN 0315915
COURSE : FNBE
MODULE : INTRODUCTION TO BUSINESS [ BUSF0103 ]
SESSION : FEBRUARY, 2014
LECTURER : MR. CHANG JAU HO
SUBMISSION DATE: 20TH
JUNE 2014

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Table of Content
No. Content Page number
1 Executive Summary 3
2 Objectives 4
3 Target Market 5
4 Competition Analysis 6
5 Product and Packaging 7
6 Pricing 8
7 Promotions 9- 13
8 Sponsors 14
9 Distribution 15
10 Green Measures 16 – 17
11 Human Resource Planning 18
12 Evaluation of Results 19
13 Appendix 20-28

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Executive Summary
The FNBE February Intake 2014 students have held the Taylor’s Charity Drive 2014 from 2nd
to
6th
June 2014. In this event, our group aimed to raise the amount of RM4000 to be donated to
Taiwan Buddhist Tzu Chi Foundation Malaysia.
In this report, we will outline the targeted market and also competition analysis compared with
Chong Yee Ching and Yong Seen Yee’s group from the aspects of their products, strengths and
vulnerabilities.
In this significant event, the Model Calendar is our main product. In addition, we also sell drinks
and snacks as supplementary. We have doubled the price of every product and also launched a
series of promotion to boost the selling speed. Promotions have been done constantly in social
websites like Facebook and Youtube.
Needless to say, we truly appreciate individuals that have shown their supports and cares by
sponsoring this event. We have to say it is immensely gratifying to have the donations from the
students, lecturers and even the outsiders as well. It indeed shows their care and love towards the
world.
Last but not least, environmental issue is also in our concern. We have made a little contribution
to make the world a greener world. Throughout this event, our group adopted 3R’s : Reduce,
Reuse and Recycle to reduce the carbon footprint.

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Objectives
Held at Taylor’s Lakeside University Campus, the Taylor’s University Charity Drive Event was
a success for the FNBE Business class students. Raising money for Taiwan Buddhist Tzu Chi
Foundation Malaysia, our members lined up in team of eight to sell our products held in front of
the Student Life Centre.
The decision of choosing Taiwan Buddhist Tzu Chi Foundation Malaysia as our charity
organization is prompted by a few reasons. First of all, one of our members, Amanda Ng Wei
Xuan is involved in the said organization under Tzu Chi Teenagers’ Class, while Lee Pei Gie and
Lau Wei Ling also donate monthly to the organization. Thus, we have better understanding about
Tzu Chi that those people under Tzu Chi never fails to offer whatever is needed by poor and
human suffered from sickness and diseases based on their principle of ‘ accompanying those in
need to the very end’.
Tzu Chi’s charity mission in Central-Southern Malaysia and East Malaysia started in 1992.
Basically, there are 4 forms of aid provided to the poor, which are rendering help to Welfare
Homes, Long Term Aid, Emergency Relief and International Relief. Ultimately, our group chose
to donate all the profits from our sales to International Relief because we suppose that the
amount that we donated is huge enough to help the victims suffered from natural disaster like
tsunami and earthquakes.
In this highly meaningful event, our targeted donation amount is RM4000. However, it is
remarkable knowing the amount we raised exceed our target. The profits of the sales are entirely
donated to Taiwan Buddhist Tzu Chi Foundation Malaysia.

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Target Market
To build a solid foundation for our business during the Charity Drive, we first identify our
typical customer to tailor our marketing pitch henceforth.
 Customers’ Background
While the event is organized mainly in university campus, we focus on our campus
students. Their ages range from eighteen to twenty three years old and generally posses
no income but receive allowance from their families with average household size of three
to five members. We aim for different races and genders of customers so that anyone is
interested in our products and thus enhance our business.
 Customers’ Wants and Needs
While our 21st century celebrity culture can have a positive influence in our lives, most
of the teenagers or young adults will somehow admire some popular figures who are
good in appearance or style of fashion. So we suppose that our customers would want
something related to these so-called ‘idols’. On the other hand, food and drinks are
necessities for all. Snacks are welcomed by everyone even though one is not hungry at all,
while cool drinks are top commodities particularly when there is scorching temperature
recently.
 Customers’ Spending Power
Needless to say, most of the Taylor’s University students have average to high spending
power. Most of them are from financially stable family background and therefore tend to
spend more.

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Competition Analysis
The purpose of this competitive analysis is to determine the strengths and weaknesses of our
competitors, and so allow us to develop the strategies and tactics that will provide us with a
distinct advantage, the barriers that can be developed in order to prevent competition from
entering our market. Generally, we have several competitors during the Charity Drive Event, but
the two main competitors are Seen Yee and Yee Ching’s Businesses.
Seen Yee’s Business Yee Ching( Jerry )’s Business
Product/ Service 1) herbal tea
2) Guiling herbal jelly
3) orange juice
1) ice-cream
2) bread
3) soda drinks
Strengths Homemade food and drinks
without adding preservative
ingredients.
Unique food and beverage that
are rarely found in town are sold.
Vulnerabilities Do not have any promotion or
discount. Stationary business.
Products are too costly.
Reason of the customers
approach the business
Products sold are healthy and
freshly made.
Booth was exquisitely decorated.
Unique food and beverage which
have colourful and attractive
packaging.

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Product and Packaging
Products Description Features and
benefits
Packaging
Main product :
Calendar
Calendar is our previous
assignment product that is
approved to be sold in this
charity drive event. It is a
model calendar with
Taylor’s students posing
as models.
- Solid stand for table
calendar.
- Laminated pages
which are water
proof.
- Good paper quality
comes with good
printing quality.
- 16 pages in total
including the cover
page.
- A5 size Landscape
orientation calendar.
-
Drinks
a) Soya Bean
b) Herbal Tea
c) Sour Plum
The drinks are all from a
supplier in Kuala Lumpur.
- For soya bean, there is a
slight hint of ginger which
actually makes the drink
tastes unique.
- The type of herbal tea
we sell is Pat Chi Chou.
- Due to the sour plums
used in its production,
sour plum is slightly salty
in addition to being sweet
and rather sour.
- Drinks are all
freshly made.
- No preservative
ingredients are added.
- Hot and thirst
quencher especially
during the soaring
weathers recently.
The drinks are
packed in
plastic bottles.
Snacks The snacks we sell
include fancy gem biscuit,
potato wheel crackers,
potato chips, green peas
and so forth.
- Snacks are
packed in small
transparent
plastic.

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Pricing
Products Cost price /
unit
Selling price /
unit
Popularity Strategies
employed when
having
difficulties
selling the
products
1) Calendar RM9.50 RM25 Medium. Early bird
promotion :
RM20
* Penetration
pricing is
adopted.
2) Drinks
 Soya Bean
 Herbal Tea
 Sour Plum
RM1.30 RM4 Soya Bean : High
Herbal Tea : Medium
Sour Plum : Medium
The drinks are popular
at certain period
especially during lunch
time and hot days.
Promotion when
the products
selling out slow:
RM10 for any 3
units.
3) Snacks RM1.70 RM4 High.
Snacks are popular
among lecturers and
officers especially
during tea-time.
Promotion when
the products
selling out slow:
RM10 for any 3
units.
Other than having various kind of promotions, we also expand our selling point by going out
from the campus and sell the products to the outsiders. These places include: Sunway College
and University, Taylor’s College, Inti College and cafes or restaurants around SS15, Subang Jaya.

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Promotion
 Slogan
“Give your share to show you care.”
To fit with our theme which is “One Donation One Love”, we chose this slogan to urge
the public to feel the need to support charity through buying our calendar. As people nowadays
are more likely to be less concerned and isolated in their social circles, they seldom care about
the needy people living on the other side of the cities. We used this slogan to remind the public
to care about their surrounding and show an act of kindness by supporting this charity calendar.
 Tools
Facebook and face-to-face communication are our main tools for promoting our products.
 Methods
For Facebook, we used three ways to fully utilize it as our platform to promote the
calendar.
Firstly, we created a Facebook page to publicise the production of the charity calendar.
As Facebook has 1 billion of active users, it is essential for us to create a page to promote our
charity calendar to vast amount of Facebook users. All the information about the features of our
product is posted in the Facebook page. Promotional video of the charity calendar is posted to
the page to convince the public to buy our product. Besides that, we are able to use the Facebook
page to update the public about our activities during the charity drive event.

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Facebook webpage: http://www.facebook.com/1d1lcalendar

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Promotional video link: http://youtu.be/5KFtMAArLhY
Photo of model with our calendar Poster of calendar
By sharing and liking the poster on our Facebook page, we actually gain much more
exposure than pasting posters around the university campus. The sharing feature in Facebook
helps us to reach to around 1,200 Facebook users in a month without spending any money. All of
the group members and models were asked to share about the information of our page and the
calendar. The information about the charity calendar is shared to news feed of Facebook, groups
such as University groups and pages.
We launched a preorder service on Facebook to reach selling target earlier. In addition,
we prepared guidelines to make a preorder. The preorder service was provided with choices of
method to buy the calendar. This helps us to provide convenience for our potential customers

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while encouraging them to buy calendar. The preorder comes with a countdown that can remind
and encourage the public to make preorder before the closing date. The notice comes with a
catching series of simple countdown posters. We made sure that the poster is posted twice in a
day. Attractive countdown poster with inspiring quotes is a way for us to promote our calendar
and tempts the viewers of our page.
Countdown posters.
When the preorder is over, we still update our Facebook page to notify the public about
the selling of the charity calendar. In this way, people that might have missed the event
beforehand are able to contact us for purchasing of the charity calendar.
Other than that, face to face communication is also an important method for us to achieve
more sales. For personal selling, the targeted buyers are mostly acquaintances, friends and family.
We provide sample for them to see when approaching them, giving us a higher credibility.
During the charity drive event, we used face to face communication to promote our
products. We walked around the campus in pairs, to convince our potential customers to buy the
products. Face to face communication is used because we are able to give answers to their
enquiries directly.

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Lastly, we also use face to face communication to collect donations in the campus. This
is because most people will be likely to donate a small amount of money. It is hard and
inconvenience for them to donate a small amount of money through other methods. By face to
face communication, we are collecting donations directly from the person we talked to. It helps
to save precious time for both parties.
References
Protalinski, E. (2013, January). Facebook passes 1.06 billion monthly active users, 680 million
mobile users, and 618 million daily users. Retrieved from:
http://thenextweb.com/facebook/2013/01/30/facebook-passes-1-06-billion-monthly-
active-users-680-million-mobile-users-and-618-million-daily-users/

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Sponsors
All the hard work of planning and implementing has been done to get sponsorships. In the line of
our work, the group members have approached both individuals and corporate entitles to get the
sponsorships. We targeted respective family members as our main sponsors because they are the
main supporters of our charity cause. Also, we approached some companies because they are
financially generous. All of them agreed to sponsor us by paying cash. There are broad areas for
us to increase the scale of our sponsorships by writing sponsorship letters, sending Email,
telephone calls and requesting face-to-face. It is immensely gratifying to have these sponsors to
support our event. In return, we give two free calendars per sponsor as appreciation. Table below
listed the names of the sponsors and the sponsorship amount.
No. Individual Sponsorship Amount
1. Anthony Ng Cheng Wee RM100
2. James Ng Cheng Long RM100
3. Stacy Ng Swee Cheng RM100
4. Joe Chan Chee Jean RM100
5. William Ng Cheng Ong RM100
6. Francis Ng Cheng Khye RM100
P.S : Refer appendix for sponsorship letters.

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Distribution
Distribution matters for the business. It is to make products available in the right place at the
right time in the right quantities.
Products Method to get the products Products delivering
Calendar The printing shop of the calendar is at
Sunway area, where can be considered
near to the campus (selling place). One
day before the event, we get the
calendars from the printing shop and
they are brought to the campus on the
selling day by one of the group
members.
 Customers can purchase the
calendar at our booth in front of
Students Life Centre.
 We also provide Cash on
Delivery service in several places
such as Sunway Pyramid, Setia
City Mall, IOI Boulevard, Kajang
Prima, Publika, Desa Park City,
Ikea and E-Curve.
Drinks
and
snacks
We get the drinks and snacks from the
same supplier, which is located in Kuala
Lumpur. Every day 10a.m., one of our
group members will travel there to get
the drinks and snacks and bring them to
Taylor’s University. Also, we will order
the drinks daily in the evening to
confirm the amount of bottles of drinks
needed to be sold on the next day.
 Customers can purchase the
drinks and snacks at our booth in
front of Students Life Centre.
 We walk around the campus and
also offices in the campus so that
the lecturers and officers can get
the products conveniently.
 We also allow our friends or
FNBE students to order online in
FNBE Facebook page. Then we
provide free delivery service
within the campus.

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Green Measures
The greening of the business is a great thing for the environment and for the world’s carbon
footprint. One key for our business is learning how to follow three R’s: reduce, reuse and recycle.
Reduce
We will decide where we can cut back. This is probably the most cautious and most effective
beginning point for our business in terms of starting to go green and it can enormously reduce
the unnecessary expenses.
1) Our business does not or rarely use any electric or power supply while running the business.
This act can definitely avoid wasting energy.
Reuse
1) We prepare a scrap file for paper, that way the members can reuse paper scraps rather than
notebooks while writing notes or record anything.
2) Unused decorative papers are reused to decorate the booth, while used papers are reused to
print the posters and products labeling.
3) Polystyrene boxes are reused daily to load and carry the drinks and snacks from supplier to
campus.

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Recycle
1) Every day before we leave or after finish selling the drinks or snacks, some members are
assigned to go around the campus to collect those plastic bottles into a plastic bag.
2) After the Charity Drive Event, we send the booth decorative papers or scrap papers and the
collected plastic bottles to the community recycling point of Tzu Chi to be recycled.

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Human Resource Planning
Project Manager
( Group Leader )
Amanda Ng Wei Xuan
Accountant
Lee Pei Gie
Marketing and
advertising executive
Lau Wei Ling
Sales Executive
Siew John Loong
Accountant
Chong Zit Man
Marketing and
advertising executive
Than Lek Mei
Sales Executive
Goh Yen Nee
Sales Executive
How Lee Jing

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Income Statement of Amanda Ng's
Group Charity Drive Event
Revenue Calendar
Drinks
and
Snacks
Sales RM8400 S. Price RM25 RM3
Less: Cost of Goods Sold RM3300 Units 300 300
Gross Profit RM5100 Rev RM7500 RM900
Add: Sponsorship RM600
Donation RM500
Adjusted Gross Profit RM6200 Calendar
Drinks
and
snacks
C. Price RM9.50 RM1.50
Less: Operating Expenses Units 300 300
Stationery expenses RM20 Rev RM2850 RM450
Delivery expenses RM200
Selling expenses RM60
Discount Expenses RM1520
Total Operating Expenses RM1800
Net Profit RM4400

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APPENDIX

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- END OF REPORT -

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