SCHOOL OF ARCHITECTURE, BUILDING & DESIGN

FOUNDATION IN NATURAL AND BUILT ENVIRONMENT (FNBE)

INTRODUCTION TO BUSINESS ( BUSF0103)

FINAL PROJECT: CHARITY DRIVE EVENT

30% GROUP WORK+10%INDIVIDUAL

GROUP MEMBERS:

1. LEE JO YEE (0314880)

2. SHIRLEY LIEW QIAO LI (0315671)

3. PEH KER NENG (0314619)

4. LING HUI SIM (0313855)

ContentsExecutive Summary.....................................................................................................................................3

Objectives....................................................................................................................................................4

Target Market..............................................................................................................................................5

Competition Analysis...................................................................................................................................5

Product and Packaging................................................................................................................................6

Pricing..........................................................................................................................................................7

Promotion...................................................................................................................................................9

Sponsors....................................................................................................................................................10

Distribution................................................................................................................................................11

Green Measures........................................................................................................................................14

Human Resource Planning.........................................................................................................................15

Evaluation of Results.................................................................................................................................16

Appendix...................................................................................................................................................17

1. Sponsorship Letter.........................................................................................................................17

2. Business marketing tools...............................................................................................................18

4. Receipt in business transaction.....................................................................................................20

5. Receipt from the charity organization...........................................................................................21

Executive Summary

This is the final project of Introduction to Business which was known as the “Charity Drive Event” that has held from 10th February to 14th February 2014 in Taylor’s University Lakeside Campus. We have to form a group of four and select a business or more to run. This is to provide the students an opportunity to run a mock business venture and allow them to gain relevant practical business from it. Our group consists of Peh Ker Neng, Ling Hui Sim, Shirley Liew (accountant) and Lee Jo Yee as the leader. We have chosen the traditional Henna drawing service business and Phone casings selling business.

In this project, one of our aims is to earn a target of RM2000. We have successfully reached it by RM 803 from sponsorship and another RM1217 from the profit of the business. The fund raised will all in the end donate to the victims of the Haiyan Typhoon in Philippines 100% which is one of the purposes of this project. We have chosen to donate the money via Malaysian Red Crescent because it is a reliable charity organization.

Team members

Objectives1. The Haiyan Typhoon in the Philippines was an exceptionally powerful tropical cyclone

that devastated portions of Southeast Asia, particularly the Philippines, in November 8, 2013. It is the deadliest Philippine typhoon on record, killing at least 6,201 people in that country alone. As of January 2014, bodies are still being found. (-, 2014)

2. This deadly typhoon not only has destroyed most of the area and also knocked over the Power Barge in IIoilo causing oil spill. Widespread looting took place in the days following Haiyan’s passage. Survivors struggle to get their basic necessities such as food, clean water, and shelther.

3. The aftermath of these nature disasters require aids not only from monetary and also volunteers to help with the humanitarian crisis and population displacement. The typhoon has actually caused 1.9 million homeless and more than 6000000 displaced.

4. We as students have limited reach to help out these victims. Hence, with the conjunction of the Charity Drive Event, we have decided to raise fund for them because it is still a recent tragedy and urgently need our help to get back on track. Because we have more than one final assignment we have on that week, our business goal is to earn more than RM1000 in the first three days of that week.

5. Our target is also to apply the business theories in the lectures into practical such as the organizational chart and the difference between service business and product business.

Malaysian Red Crescent Association

Target Market1. Our market is made up mostly Taylor’s University students and staffs. We have students age

ranging from 17 to around 25 years old studying different courses in the school, such as culinary art, business, engineering, architecture and design.

2. Also, we have international from different countries, such as Bangladesh, South Korea and Australia. Thus, they are having different interest and culture practice. They all accept other cultures and traditions openhearted.

3. Nowadays, hand phone is an essential in our daily life. So, most of them possibly will buy phone casings to protect their hand phones by being spoiled. Phone casings come with different designs and different functions. They will always choose to buy a phone casing which is protective and has matching design.

4. Henna is known as a temporary form of skin decoration. People believe that Henna is a fun and safe way to explore body art without pain. Likely due to the desire for a tattoo appearance, many people want to have a try.

5. Mostly, Taylor’s University’s students and stuffs come from nicer families and backgrounds. By average, they will spend between RM10 to RM50 per day.

Competition AnalysisMoridabreast Tie

Service Polaroid photo taking Pie Me

How Customers pay RM8 and get a card with own Polaroid. It is similar with selling the Polaroid. They combine both sale business and service business.

Customers pay RM5 and get a bowl with cream. Then, they can throw it on Daniesh.

Strength It takes a short time. It can capture the happy moment. So, when people come in a group, they will take more than one piece. This mean Moridabreast can earn many in once.

The customers can release stress and get entertainment in this game.

Vulnerabilities High price. Not everyone is interested in this game.

Product and Packaging1. Selling: Phone casing and Indian Henna service.

(i) Phone casing- IPhone 4/4s/5/5s, Samsung Galaxy Note 1/2/3, S3, S4 and HTC One.

(ii) Indian Henna service- Different design with different pricing.

2. Features and benefits (i) Phone casing

Features: Phone casing covers your phone without restricting your access to commonly used features, like your screen, buttons, microphone and speaker.

Benefits: Beside, you can customize your own cell phone case with Henna, decals and even adhesive embellishments phone protection from scratches. You'll find cell phone cases in all colors and patterns that conform to your phone's stylish shape without looking bulky.

(ii) Indian Henna service

Features: A variety of styles, including Arabic, Indian and Rajasthani. Henna is not permanent and you can change your design when they fade away.

Benefits: It’s to show off your beautiful body by drawing Henna on it. Henna draws heat away from inside the body to the outside to release it. (People who live in the desert cover their feet and hands with it to keep cool).

3. Products packaging:(i) Phone casing- Phone casing’s box is given.(ii) Indian Henna service- All the services are drawn on hand or leg. Unless if the

customer want to buy the Henna, the box of the Henna will be given.

Pricing1. Below is the table showing our products’ unit selling price and unit cost price:

(i) Phone Casing- Different design have different unit selling price.

No. Types Unit Cost Price (RM) Unit Selling Price (X1) Selling price (RM)1. IRON MAN 3D 15 4 452. IRON MAN

NORMAL8 5 40

3. ENGLAND FLAG 7 5 35

4. ULTRA SLIM CASE 7 3.6 255. CHERRY CASE 6 3.3 206. DESIGN HARD

CASE15 2 30

7. RUBBER DESIGN 17 2 308. TRANSPARENT

CASE 10 2 20

9. COLOUR BUMPER, REMAX

10 2 20

10. RAINBOW CASE 10 3 30

11. DESIGN RUBBER CASE

12 2.5 30

12. TRANSPARENT HARD CASE

5 3 15

13. TEXTURE DESIGN 15 2 30Table 1.1

(ii) Indian Henna service- Depends on the size/ length. Unit Cost Price: RM2 can be used more than 50times. In an average RM0.04/person.

No. Size/ Length (cm) Design Unit Selling Price (X1) Selling price (RM)1. 10x20 Custom 125 52. 10x40 Custom/ Henna 250 103. 10x40 Henna 375 15

Table 1.2

2. Products popularityIndian Henna Service- Early beginning, Indian Henna service sell at RM5 only then it became more and more popular. So, we increase the price and added more design with different prices as shown in the table 1.2. On the other hand, phone casings selling was less popular compared to henna service because of the limited choices and the high price.

3. Strategies for difficulty selling the products:(i) Phone casing- As the 4 different design phone casing (Table 1.3) is becoming

popular, the price has been deducted RM 5 to increase more attraction to customer because RM30 is too expensive for the customer.

Design Before/ Selling price (RM) After/ Selling price (RM)DESIGN HARD CASE,RUBBER DESIGN, 30 25DESIGN RUBBER CASE,TEXTURE DESIGN

Table 1.3

PromotionA detailed plan of the promotional strategies and tools you will use:

a) Main marketing message: -The money of the selling product will donate to the Typhoon Hainan in the Philippines.

b) 2 main tools for promoting products:(i) Phone casing- Buy 2 phone casing can have a RM5 discount.(ii) Indian Henna service- 1.Give away name cards to the customers to bring more

customers in the business. 2. Stick many notice papers on the board to notify the customer that we are doing Henna service for charity.

1. Name Card 2. Notice Paper

c) Justification of chosen strategies and tools (i) To attract more customer.(ii) To gain more income money.(iii) Fast to reach the goal of donation money (RM2000).(iv) Change the customers’ thought of the expensive products.

Sponsors1. In this charity fund raising project, we have collected around RM 200 from each group

member which made RM803 of donation in total. Most of them are family members of our group members who were acknowledged of this charity drive purpose and were informed of the receiver of these donations – the victims of the Haiyan Typhoon.

2. Lee Jo Yee from our group is the one who gotten her sponsorship from two companies which are Wong Soon Guan Consulting Enginners and Little Cottage Home Deco. She approached them via face-to-face meeting and received the sponsorship after a formal sponsorship letter was issued to each company after the meeting.

3. The rest received their sponsorship via face-to-face meetings as well but in a less formal way, which is no sponsorship letter required.

4. All the donations were received in cash form and on the spot.

5. Besides, in term of product sponsoring, our group member Peh Ker Neng has found a phone casings dealer who has offered us a condition where we were allowed to return the remaining phone casings if we failed to sell them off. In this context, we have reduced the risk of spending on the extra goods that could not sell off. The reason behind this dealer’s act is that he understands that the funds raised will all for charity purpose.

Distribution1. Starting from 10th Feb to 12th Feb those three days, we have operated our business based on

the table below:

Time Events People In Charge Special Remarks10am – 11am Setting up Everyone11am -1pm Operate Business Everyone1pm – 2pm Lunch hour Shirley and Joyee

took turn with Ker Neng and Hui Sim

Lunch time for each turn was around 30 minutesOnly one business (Henna/Phone Casings) was operated at one time.

2pm – 4pm Operate Business Everyone4pm – 5pm Clearing and

Cleaning upEveryone

5pm – 6pm Profit Counting and Reflection of the day

Everyone At Student Life Center.

2. Phone Casings

2.1. In those 3 days, Ker Neng and Hui Sim brought the phone casings from their home which is situated at PJS 7 and reached Taylor’s University Lakeside Campus at 10am in the morning. The journey just took them 5- 10 minutes. Upon reaching school, they set up the 3 phone casings racks which were stored in Student Life Center. Then, Shirley and Joyee came to help hanging up the phone casings according to the price, phone models and designs before we displayed those racks in front of our store. The whole process took about 30 minutes.

Some customers are choosing their desired phone casings.

2.2. The phone casings were displayed in a area where public was easy to assess to and every time when there was a customer came to approach us, Ker Neng or Hui Sim will quickly stand forward and serve the customer by asking the phone model they were using. To minimize the waiting time, Ker Neng and Hui Sim have memorized most of the phone models available, price and designs.

2.3. The customers only can reach us via the store.

2.4. Below is the table showing the number of sales we have three days:

DATE NUMBER OF SALES SPECIAL REMARKS10th February 2014 811th February 2014 712th February 2014 16

*per sale may contain selling more than one casing.

3. Henna Service

1.1. In those 3 days, Shirley and Joyee were responsible for the Indian Henna drawing service. There were no much preparation to set up but we did prepare and decorate our store so that the

customers were comfortable and relaxed while been drawn. The preparation was only around 5 minutes. We have bought 10 tubes of Henna drawing inks prior to this charity drive so that was more than enough for this charity drive. Shirley was responsible to bring it in those 3 days. Then, we placed our catalogues (which are the samples of drawings) on top of the main table and also a laptop which constantly playing some examples of henna service that we have done.

1.2. Shirley was the main artist in this Henna business whereas Joyee was the assistant in responsible for money collecting, serving next customers or keeping a conversation with the current customer. The Henna service took around 3 – 5 minutes for per customers but occasionally it was depended on which kind of henna the customer has chosen.

Shirley Liew, our group member and some satisfying customers.

1.3. Customers need to wait for their turn when someone is being drawn because we only have one artist. Therefore it occurred that the customers have lost their interest and walked away. In order to minimize the waiting time, Shirley has speed up the drawing by sharpening her skills and Joyee has tried to prolong the conversation with the next customers or make appointments.

1.4. The customers can only reach us via the store or phone call. The phone numbers were on the name cards that we have distributed.

1.5. Below is the table showing the number of sales we have three days:

DATE NUMBER OF SALES SPECIAL REMARKS6th February 2014 2310th February 2014 3011th February 2014 412th February 2014 14

Green Measures1. The businesses we have done are mostly service business and did not produce much pollution

during the process.

2. The product packaging of the Henna ink tube and phone casings are mostly made of card boxes and plastics sheets. We have collected them and categorized them before passing them to the cleaners of the university.

3. There was no much carbon footprint during the distribution stage as we mostly walked on our feet to university on those 3 days. The only exception was we have traveled to Little India in Kuala Lumpur to buy the Henna drawing ink tubes by public transport such as public bus and KTM.

4. The leftover papers that were used for backdrops decorations, promotions and name cards were collected back and recycled into the recycled bin in Taylor’s University.

Human Resource Planning1. Below showing two organizational chart which means each of us has two roles in this

project. We have to perform different duties at different situation but the most important will be the chart which according to the nature of the business.

2. We only refer to the second organizational chart when doing accounting, having meetings, doing business report and etc.

Henna service business

Sales Executive [ Shirley Liew ]

Assistant[ Lee Jo Yee ]

Phone Casings business

Sales Executive [ Peh Ker Neng]

Assistant[ Ling Hui Sim]

Group leader[ Lee Jo Yee ]

Marketing Executive [ Ling Hui Sim ]

Sales Executives [Peh Ker Neng ]

Accountant

[ Shirley Liew ]

Organizational Chart in accordance of the nature of business

Organizational Chart of the board

Evaluation of Results

1. Reflection of our result

First, we spent RM548 to buy Henna drawing ink and to pay the deposit of phone casings. After running the business for three days, we earned RM1765 as incomes. In addition, we also received RM803 of sponsorships. All together we have donated RM2020 to Red Cross Crescent.

2. Reflection on what have done right and wrongi. Henna Service

Right Rather than selling outside SLC, we walked around campus to promote our Henna service. All of the members would apply Henna on their hands. So that public would get awareness and tried on our services.

Wrong- We should come out with more Henna designs. Some of the customers would like to have spontaneous designs or they would come after they found interesting designs online.

ii. Phone Casings

Right - We double the cost of each phone casing. At the last day, we come out with ‘Clearance Promotion’. We post the promotion poster on the booth, so that the customers will take attention of the promotion.

Wrong -We should have more types of phone casings as well.

Revenue

3. If we can repeat this event one more time, we will make our booth nicer. According to what we have discussed, we first want to decorate the booth with Indian theme, but due to some reasons we do not did it well.

Appendix

1. Sponsorship Letter

2. Business marketing tools

3. Henna Samples

4. Receipt in business transaction

5. Receipt from the charity organization