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Charity drive report fnbe0214

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  • !

    Charity Drive Report

    Group Members : Low En Huey

    Lee Yih

    Lovie Tey

    Darren Sia

    Khor Hao Xiang

    Subject : Introduction To Business

    Course : Foundation in Natural and Built Environment

    Intake : February 2014

    School : SABD

  • a. Executive Summary

    The purpose of the charity event is to raise funds for SPCA (Society for the Prevention of Cruelty to Animals). Besides that, we will get to learn how to run a proper business. The net profit that we earned is RM2546.00. In this report, we analyse the target market of our products as well as the competition that we faced during the charity week. The products that we have sold throughout the charity drive are Onigiri (Japanese Rice Balls), Curry puffs, Kuih and Phone Accessories. We sold our products by twice the amount of the cost price in order to gain our profit. Posters and promotions are made to promote our products to the customers. Furthermore, we got sponsors from teammates parents as a form of support for this project. This report also shows how we deliver our products to our customers so that they are satisfied with our products. Green measures like minimizing the usage of plastic bags are executed to reduce the waste and proper human resource planning was conducted so that each of us work and coordinate as a team.

    b. Objective

    The reason we choose SPCA (Society for the Prevention of Cruelty Animals) is because:

    We personally love animals a lot , seeing many people now a days in the society neglect the existence of stray animals and abusing them is just a very non humanity act, and we , not just the lovers of animal, as human we have the responsibility to protect them I give them as complete shelter and food as possible. Therefore, we choose SPCA as our society to donate because we want to help solve this problem. For this charity week, we want to earn as much as possible not just to get good grades, it is also to get more funds to donate to SPCA. Our target donation amount will be RM500 and target sales of our product will be RM2000.

    c. Target Market

    Our group focused our marketing activities on reaching the Taylors University students as well as staffs and on the sophisticated youngsters. After the charity drive, we found that these were the customer groups that are most likely to buy Japanese rice balls, bakeries, phone cases and phone cables from us.

  • !

    Product 1 : Onigiri (Japanese Rice Ball)

    For this product, our main target market group is Taylors students. This customer group aged between 18 years old to 24 years old and the size of this target market group is big. They are our target market because we are running our charity drive in the university. Besides that, our store is located in front of Student Life Centre, where most of the university students can hang out or study. For us, this has provided a great opportunity for building a loyal client base. University students are usually daring and generous in spending. Students who do not know about the Japanese rice balls would dare to experiment as Japanese rice balls is something new to us. Furthermore, their spending power is low because they are still students. Our price for Japanese rice balls (RM5) is affordable for them as most of the students do not have income yet .The Japanese rice balls are packaged in a way that students can just grab and go while they are on the way to their classes. They can either choose to eat on the way to their classes or keep it in their bags until their classes are over. After the first two days of selling, we found out that we have loyal customers. They are usually Japanese food lovers. Besides that, our Japanese rice balls are tasty and filling which made us more loyal customers.

    University staffs and lecturers are our minor target market group as the size of this market group is small. They are usually aged 29 and above. We also found out that some staffs and lecturer who aged 50 and above are less likely to buy from us because they are more concern of their health as Japanese rice balls consist a lot of carbohydrates. They would probably go for a healthier and light meal. However,

    Target Market

    Students Uni Staffs

  • young lecturers and staff would buy from us. For this target market group, their spending power is high because they have steady income compared to students.

    Product 2 : Curry Puff and Kuih

    After two days of selling, we have managed to pin point the periods of time where customer crowd is at its peak. First period would be in the morning, from 7.30 am to 8.30 am. This is when most of the students are walking or rushing to their classes. Most of them have not have their breakfast yet. Thus, we decided to sell breakfast such as scones, kuih and curry puffs as our Japanese rice balls only arrived at 10 o clock. Besides that, most of the restaurants at the Syopz Mall do not operate at this early hour. The target market groups are students and staffs who are hungry and have not have their breakfast yet.

    Product 3: Phone Accessories (Cases and Cables)

    The target market group for this product is university students and most of them are females. We made our phone cases ourselves in different designs and patterns. Females are more likely to be attracted by beautiful and cute phone cases compared to males. Besides, females usually spend more on changing phone cases while males tend to stick to simple and plain cases. Thus, our target market group for this product is really small, it is consider a niche market.

    d. Competition Analysis

    For this charity week drive,we have two main competitors, the first one will be the store who is selling the same product with us but source from different company, the SUMO onigiri shop as well as the store who is directly opposite of our store who is selling nasi lemak , Maggie goreng and so on at the same price as our product.

    As for the first competitor, they are selling the same product as us, which is Japanese rice balls but they are from the different company source which is SUMO onigiri and ours is from NIKO NIKO. Their strength will be the location of their stall because their stall is located at the entering point of our charity week drive walkway, therefore at the earlier time of the day when people arrive to the walkway will notice their shop first before us, and this leads to us losing some potential customers as our shop is located and the further end. But, they have vulnerabilities as well, their decoration for the shop is a bit lacking so it will not attract customers attention. As we observed, their store does not have any marketing posters. As for pricing, their pricing for

  • Japanese rice balls are at RM7 on the first day, but we are only selling at RM5 therefore more customers will buy ours rather than theirs which is at a higher price. From the location aspect, their store will also lose potential customers because during the middle of the day, when most of the students are dismissed from classes, they will pass by our store first before passing by theirs.

    For the second competitor will be the store opposite of ours which is selling nasi lemak ,Maggie goreng and beverages. Their strength is that they are selling a bigger portion of food product at a same price with us, for example they are selling Nasi Lemak Chicken Rendang at RM5, therefore more people will think that buying their product are more worth the price as it consist of rice,sambal, anchovies and Rendang chicken rather than ours ,a Japanese rice ball that cost the same price. Besides that, they started selling their food early in the morning, about 8.30 in the morning when most of the students have not have their breakfast. Their store has provided various choices of food for breakfast and thus they have more customers in the morning. Another strength of their store is that they sell diversities of food compared to our store which only sell one type of food. As for their vulnerabilities , their product are mostly served for breakfast or brunch, so if their product is not completely sold by the afternoon ,lesser people will buy theirs cause the products are not that fresh anymore and less suitable to be eaten as lunch.

    e. Product and Packaging

    1. Onigiri (main product)

    It is a Japanese rice ball made from plain boiled rice formed into triangular and usually wrapped in nori (seaweed). Onigiri is very popular in Japan and a variety of different flavours and fillings can be found. The common fillings include fried salmon, teriyaki chicken, octopus, ebiko, sakura denbu and so on. It was originated from the ancient time in Japan when the people use this method to keep the rice fresh longer by filling it with salty or sour ingredient as natural preservatives.

  • Features Made with Japanese premium short grain rice Wide range of flavourings and fillings Can be served as breakfast or lunch Non-preservative - can be kept for one day Grab and go - instantly can be served, doesnt need heating up using microwave.


    Packed with a transparent plastic sheet - customers can see how it looks inside, it

    can also be kept for hours in the bag without spilling out.

    Wrapped with a specific folding technique - customers can open it easily

    Branding : a logo of Niko Niko Onigiri is sticked at the front side - customers able to recognise out

    Name of the fillings or flavourings is written in front

  • 3 Steps to open Onigiri :

    2. Handmade Phone Case

    Iphone 4/4s/5/5s unique phone cases decorated with charms, pearls and diamonds by ourselves. Two colours are available: black and transparent. 100% DIY phone cases to keep the iPhone