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1.0 EXECUTIVE SUMMARY

1.1 Summary of Business Idea

To launch and start a new business, the company believes a

brand new unique business idea will attract customers to give

utmost support. The business idea was generated when the

company discovered most of the teammates were actually fans of

Japanese and Korean artists. The idea of following this recent trend

of youngsters has given the company an inspiration to start up a

business. The company decided to make an eort to bring the

Japanese and Korean food culture to masses in Malaysia. ll of the

partners had come to an agreement to take this opportunity to

introduce a fusion menu for the young and chic crowd while in the

same time making sure that the products will be a well!balanced

diet, taste!guarantee, and ful"l everyone#s taste buds. The company

named The $ough Knot, will be serving main courses and desserts.

1.2 The Uniueness of !rodu"#s $%ered

The $ough Knot proudly presents healthy yet delicious food. %t

is a modern twist of fusion food that can satisfy the taste buds of

the customers. &esides, the products are served in appropriate

portion of quantity for easy consumption. %n addition the prices of

the products are aordable to customers. The quality of food and

beverages are also worth the price oered.

1.& Ty'e of Business

The company#s business is a partnership business consists of

'( shareholders that contribute same amount of capitals that is )M

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(*. The company is selling food to showcase a modern type of

fusion food as the company took some inspirations from food of

other countries such as Japan and Korea. The company then

modi"ed them and came up with new products.

The "rst product is Mochilicious +The $ough Knot, *'- which

is made from glutinous rice /our, sugar and other necessary

ingredients. Mochi is a type sweet dessert in youngsters# concept.

&esides selling sweet mochi, the company modi"ed it and came out

with a new version of mochi. Most of the ingredients are sourced

within Malaysia.

0hile having this dessert as the main product, The $ough

Knot also serves main course. Take for instance1 it is 23aptain )ice

&urger4 +The $ough Knot, *'- which is the company#s best

recommendation and is e5pected to be the best seller as well where

it is a modern western twist from the normal burger as company

decided to replace the burger bun with rice bun which is in round

/at shape. The company is proud of providing a fresh twist while

maintaining some old favourites.

1.( Tar)e# Mar*e# and Cus#omers

The targets for this business are the students of 6M7, 6M7

graduates and their family members8outsiders as well as stas from

6M7. This year, the e5po falls on the same day as 6M7 convocation

day. Therefore, the stall will be a place where people are able to

ful"l their taste bud1 at the same time spreading some /avours of

Japan and Korea.

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1.+ Com'e#i#i,e Ad,an#a)e

To compete with other companies, The $ough Knot introduces

a new concept of food to students, 6M7 sta, graduates and

outsiders, giving them a brand new e5perience that could not

possibly get from nowhere. The taste of the product is guarantee.

ppropriate portion for convenient consumption is one of the

highlight of the products. The quantity as well as the quality will be

met up at particular standard.

1.- Mana)emen# Team

The $ough Knot management team as shown in ppendi5 ' is

a strong and powerful team as each of the member has dierent

abilities in taking the responsibilities.

1. Mar*e#in) Mana)emen#

The operation management includes the /ow of the business

from the beginning of purchasing the raw ingredients to recipes and

ways of producing the food. 7ales forecast, food production process,

budget allocation and other details will be further elaborate in this

session. %n marketing management, the -9#s marketing mi5 strategy

: product, prices, promotion, and place of stall of company will be

discussed.

1./ inan"e Mana)emen#

The capital is contributed by '( partners which each

contributes )M(*, so having overall capital of )M(;*. The pro"t or

loss will be divided equally.

1. Im'emen#a#ion S#ra#e)ies

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%n company#s marketing management, market penetration

strategy is used due to unique business concept which is promoting

food from two countries with its twist of /avour, marketing strategy

which consists of product, prices, location of business, promotion

and strength, weakness, opportunities and threat +70

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to the public. This product is a fusion from Japanese#s mochi,

Korean#s rice cakes while adding some Malaysian /avours with the

intention of suiting the local taste. The new mochi was named

Mochilicious. Moving on, the company also introduced a main course

which is known as 3aptain )ice &urger. 3aptain )ice &urger is a

burger with a twist from western cuisines. The 3aptain )ice &urger

is the best recommendation as it is highlighted with its burger bun.

%nstead of using normal bread bun, the company will use the

Japanese rice to make the bun as a substitution. &y considering the

diet and busy life of students, 3aptain )ice &urger is believe to be a

better choice for them as rice is higher in carbohydrates and gives

more energy to the consumers. @astly, the 7akura $rink is

introduced as a thirst quench for the customers.

The business is environmental friendly where no plastics will

be used. The goal of company is to provide delicious food and

beverage at reasonable price. The ne5t strategy is the company

selling products that are not introduced by other competitors. This

reduces the competition between the other companies in the e5po.

&.0 MA5A4EME5T !7A5

&.1 Mana)emen# !ro8e

The $ough Knot had hired several employees which has their

own skill in at each department. ll the managers and assistants will

be put under the supervision of the director and assisted by the vice

director. ll of the employees are very interested in this business.

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Aach employee has a great e5perience in this kind of business and

also has an outstanding achievement in their education and work

results.

Aven though the company director is still young, the company

was managed very well because the director is versatile and has

hands!on e5perience in diverse industries ,operating over multiple

Burisdictions in multiple places. The pro"le of the management team

of The $ough Knot can be referred to ppendi5 .

&.2 $r)ani9a#iona s#ru"#ure :Refer #o A''endi; &owever, these vouchers are only sold to

the within the university. %f each voucher were sold, the sale will be

around )MH* not including the sale from the actual day.

9)A!

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collecting back the survey forms, the company got back a total of

'** respondents.

+.&.1 Resear"h Resu#

Through the questionnaire, there are NH male +NHO and -H

females +-HO that responded to the survey. Most of the

respondents are from student community and oPce stas.

s the products of the company are quite new and unique,

especially the 3aptain )ice &urger, The $ough Knot asked whether

the respondent will try something that is completely dierent with

the burger they tried at fast food restaurants. =ortunately, maBority

of the respondents answered yes +;GO and only respondents

+O answered no. =rom the respondents# opinion, maBority of them

think the food is unique and worth a try. s students and oPce stas

are groups of busy community, they chose to buy the 3aptain )ice

&urger and also 7akura $rinks because of the healthy value of the

products. Most of the students want to save time and it is hard for

them to get healthier food in school compound. &y buying the

company#s product, they can make pre!order through social

network, and they can request for delivery, in this way they save a

lot of time. 0hereas for oPce stas, most of the female

respondents prefer chicken and vegetable burger as it contain less

calories compare to meat burger. =or 7akura $rinks, most of the

respondents +;HO preferred to buy the drink as it can serve as

thirst quenchers for them during the hot weather.

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%n conclusion, most of the respondent prefer rice burger, thus

it is predicted to be the most popular product among all.

The company has also done a survey on the products prices.

MaBority of the respondents +GFO think that they will spend the

price range of )MN!)M'* during the e5po. Therefore, the company

products are within normal range. The products are reasonable in

the market as the products# price is less than )MH. '* respondents

+'*O think that would spent )M'* and above while ( respondents

+(O voted for the range of )M!)MH.

%n conclusion, maBority of the participants will buy the

products, while minority will not. =rom the company#s analysis, the

main reasons of the turn downed are hesitation of respondents

where they need to have a look before purchasing, do not prefer

western foods and unclear about our products.

This survey helped the company to analyCe the market

necessities and desires besides estimating the market siCe and

number of potential customers. The company will take the result of

this survey seriously and improve our product and service

accordingly.

-.0 MAR3ETI54 !7A5

-.1 Saes ore"as#

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%n the coming e5po, it is estimated that '** units of the main

product, the 3aptain )ice &urger will be sold, and the Mochilicious is

also targeted to be sold H* packets along with the drinks, 7akura

$rink, which is targeted 'H* cups.

-.2 Mar*e# Tar)e#

The main target market are 6M7 7tudents, lecturers, as well

as the sta. 7ince this e5po will be held at the same time with the

graduation ceremony, those people attending the ceremony are also

targeted. The e5po will be held along with Tamu Gadang at the

same location, so it is assumed that a lot of people will stop by.

-.& !rodu"# S#ra#e)y

s mentioned, the main product which is 3aptain )ice &urger

is suitable meals to everyone, and its uniqueness where the

glutinous rice is being use instead of regular bun will attract

customer. =or those who prefer snacks, Mochilicious is targeted to

be satisfying and delicious. The strength in this product is one the

"llings, where the common sweet tastes is replaced with spice

"llings. 7akura $rink completed our products, which is available as

adds!on.

-.( !ri"in) S#ra#e)y

&ecause of the targeted market is including students, it is

important to maintain a reasonable and aordable price. 7pecial

price are also oered, which is an advantages to the student where

it is more aordable, and to the company as well, for it will help

attracts more customers. 7pecial price are oered by giving out

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certain amount of coupon to allowed targeted market especially

students to pre!order their desired products with discount. The list of

pricing for the products is referred to ppendi5 F.

-.+.1!romo#ion S#ra#e)y

-.+.2So"ia 5e#@or*

=or promotion strategy, social network specially

=acebook are used to spread information prior to our company

-.+.&iers and !os#ers=liers and posters are also prepared and distributed around

university weeks before the e5po to so that people will be aware

of the products.

-.+.(ordofMou#h

The products are also promoted directly to the targeted

market, by describing the product and to obtained direct feedback

from the customers.

-.+.+ood Cou'on

9re!order coupon for a cheaper combo will attract customer as

it is common that customer preferred cheaper food or getting a

discount.

-.- 6is#ri=u#ion S#ra#e)y

To distribute the product, direct selling is used. The product is

produced and directly sold to the customer without middle

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person. This way, the cost is reduced and connection with

customer also build!up.

-. Mar*e#in) Bud)e#

=or /yers and posters, )M.H* is allocated as budget. The

allocation of budget for printing the coupon is )M.H* as well.

)M'H is allocated for stall decoration that used to attract

customers.

.0 $!ERATI$5S !7A5

.1 !rodu"#ion? Manufa"#urin) !an

=or this 9K AQ9ence, two /avours of Mochilicious sweet

and salty /avour respectively are decided to sell during 9K. 0hile

for the 3aptain )ice burger, rice is used instead of the burger bun.

The company is quite satis"ed with the outcome but planned to

make the product look more creative and attractive that can capture

targeted customers# attention with a healthy and yet delicious food.The uniqueness of the stall is most of product are healthy

because there is no used any preservative on Mochilicious while

vegetable oil is used to fried the chicken and meat for 3aptain )ice

&urger to reduce the calories level. Moreover, having a mochi as

desserts may grabbed many peoples heart because desserts is one

of the way to release stress that also can make one#s rela5 his or her

mind. )ice burger is the product that is rarely seen in the marketing

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around this place. >owever, it becomes popular among youngest

nowadays. 7o that, introduction of 3aptain )ice &urger and

Mochilicious during the e5po will also consists of marketing value.

)ice burger contains a lot of nutrient, such as high amount of grains,

"bre, protein, and fats. Moreover, it can make as main meals for a

person because it will bring a sense of fullness.&esides that, =acebook as a medium of advertisement is used

to promote the company products. =urthermore, /yers are

distributed at least one week before the 9K AQ9< so that the

targeted customers will get to know about this business and

promote this business to the public. Moreover, company members

planned to have pre!order sales to increase the sales. 3ustomers

especially students of 6M7 who are living in KoleB Kediaman &, 3$,

A and 7ri ngkasa can make pre!order of the food by direct ordered

from the company. Those who are interested can make their orders.

>owever, terms and conditions are applied. The process of the

products are shown +refer to ppendi5 G, ; and '*.

.2 Ra@ ma#erias and >uman Resour"es 5eeded

The raw materials for the products are shown in a table

+referred to ppendi5 ''. The other utensil will be used are tray,

food container and cutlery. The packaging material includes paper

cups, wrapping paper and paper containers.

>uman resource schedule is done to ensure enough

number of workers to serve the customers. Aventually, this can ful"l

the market demand over this period of time. 3ompany will booth the

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stall at 9K AQ9< during ' ovember *'(. 3ompany members

will be told to follow the schedule +refer to ppendi5 ' to carry out

each duty.

3ompany will get and buy the ingredient of the product from a

hyper mall name 23K74. This is because all the ingredients that

needed to make the products can be obtained in that place.

.& S#o"* Mana)emen#

company should have a good control system. ll the raw

materials are prepared freshly and kept under a good condition in

store. ny spoilt or stale material will be disposed immediately to

control the quality of product. 0orkers are wearing clean attire and

put on apron and gloves to ensure the cleanliness when preparing

the foods. 7tall is well kept and being clean during the operation

period.

e5t, product will be readily made and packed on the spot

once receiving any orders. The production rate will be constantly

adBusted to keep up the demand of the market. The only problem

during the peak hours or peak demand would be the supply of the

product itself, as the sales might e5ceed the estimation hence it is

necessary to buck up the supply so that there will not be out of

stock during the AQ9

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"rst session stock will be sold out before noon while the second

session stock will be keep in member#s freeCer. The second session

will be sold in the evening. Thus, the freshness of the products will

be lasting for the whole day.There is some e5pectations of the problem that might be

come out during the event. ence, to solve this problem, some

discount might be given at the one or two last hours of the end

time. This way can help to get a little pro"t although rather than

bringing all of the stock back.

.( Safe#y Measuremen#3ompany has planned to do some safety measurement that is

necessary to maintain the satisfactions of customers. =irst, it is

important to emphasiCe the hygienic of workers. 0earing of apron

and cap is needed to keep the cleanliness of stall and products.

&esides, dustbins are prepared to keep the cleanliness of the

surrounding. %n other words, any waste product such as leftovers,

plastic and any kind of waste product will be thrown into the

dustbin. %n addition, products will be observed from time to time to

keep the freshness and also the cleanliness of the products.

9roducts that have been detected in a non!desirable condition will

be disposed immediately. This is to ensure to provide the customers

a satisfying product.%n order to prevent a lot of customers visit at same time, The

$ough Knot decided that products will be prepared "rst before they

are going to be selling and not rushing on preparing the food. %n

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other word, it also helps to avoid any kind of accident will be happen

during preparation of food. Moreover, some of the food like 3aptain

)ice &urger is needed to be cook "rst. This is very hard for us to

bring the tools for cooking such as gas tank that is quietly

dangerous because of the e5posure of /ammability risk.The space that has been provided is limited so members are

divided into three group. Avery member will have their own role so

all of them will e5perience the event. @astly, "rst aid kit is prepared

so action can be taken immediately when accident occurs. To

prevent serious inBury, members are always alert on each other to

take care of personal safety.

/.0 I5A5CIA7 !7A5

/.1 inan"ia resour"es

7ince the company consists of '( members, the company

decided to invest )M(;* as contribution of )M(* from each

member. >ence, the company capital will be )M(;*. The capital will

be used in paying the revenue rental fee, deposits, raw materials,

apparatus and some other costs.

/.2 inan"ia 'roe"#ions

The company will be selling ( products which are Mochilicious,

3aptain )ice &urger and 7yrup drink. The cost for each product is as

following.

. Mochilicious +)efer to ppendi5 '-

The cost for H* packets of Mochilicious is )MFF.'H.

&. 3aptain )ice &urger +)efer to ppendi5 'H

The cost for '** 3aptain )ice &urger is )M'-.F*.

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3. 7yrup drink +)efer to ppendi5 'N

The cost for 'H* cups of 7yrup $rink is )MF(.GH.

$.

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/.&.& !ro orma Baan"e Shee# :Refer #o A''endi; 21