Introduction to Business

1. Introduction to Business
[BUS30104]
Final Project: Charity Drive
Event
Charity Drive Report
Group Members:
Jiji Ng 0904Y72861
Isaac Chew Jian Chuen 0322030
Wong Yun Teng 0323454
Muhammad Sheik Irfaan Yadun 0319353
Tan Tee Jane 0323640
Dayang Nadrah Aidha binti Awg Idrus 0323741
Mashruk Asad 0322188
Abraham Pengarah 0323881

2. Table of Contents
Objectives..................................................................................................................................3
Target Market..........................................................................................................................3
Competition Analysis...............................................................................................................4
Product and Packaging.......................................................................................................4 - 5
Pricing .......................................................................................................................................5
Promotion ..........................................................................................................................5 - 10
Sponsors ..................................................................................................................................10
Distribution.............................................................................................................................10
Green Measures......................................................................................................................11
Human Resources Planning ...........................................................................................11 - 12
Tastebud Organizational Chart.............................................................................................11
Evaluation of Results ......................................................................................................12 - 14
Tastebud Charity Drive Income Statement ..........................................................................12
Group Members Self-reflection Videos ........................................................................13 - 14
Executive Summary ...............................................................................................................14
Appendix..........................................................................................................................15 - 27

3. Objectives
World Wildlife Fund (WWF) Organization is a globally-invested, -partnered, and
stand-in as standardised model of non-profit organization concerning other entities. It help us
to generate pioneering standpoint for our goal-directing business drive. Furthermore, WWF
presides transformative leading, instigating and enhancing animal protection and
conservation causes. It demonstrated reformative, constructive model of management and
impetus for unexperienced business group. Moreover, WWF engaged in constructive
organisational development in performing global ethical services. It embraces inspiring
social, economic, corporate maturity to initiate business drive.
Tastebud targeted for collective donation of RM500 and outstanding sales of 400
pastry sets.
Target Market
During the University’s Parent and Enrolment Day, we aimed for affordable fund-
sourcing parents. They perceived high attentiveness to family health, hygienic and ethical
food-sourcing, and pertained distinguishing experiences in savouring bakery cuisine.
During the peak of Charity Drive, we focus on university’s employees that demanding
for emergence of food markets in campus area. They are regular customers of campus eatery
and perceived high assertiveness in selection of delicacies.
During the final day of Charity Drive, we focus on university’s student because of
their minimal income ranges and appreciation of sweet pastries. As they are the regular
customers of campus eatery, they perceived high acuteness in comparison of food prices.
Tastebud is the target vendor for every university students because our pastries are sold in
quarterly cut-rate prices.
Competition Analysis

4. Oishi Bun, a bakery chain in Syopz is one of Tastebud’s main competitors. They are
selling variety of delicate cakes and breads. They are acclaimed with catering transparency in
baking courses and its prominent ingredients. Customers are acknowledged of their
professionality, food processes, baking ecosystem and product services. They provide high
relational engagement in allocating customer’s preferences, privileges and informational
enquiries.
Secret Recipe, a global restaurant serving variety of gourmet cakes and pastries in
comparably higher prices. They sourced qualitative ingredients and experimented
international recipes to cater the mouth of every individuals in the campus. They have high
consistency in customer services, food assessments, dining atmosphere and cutleries. They
are resembled with trustworthy branding, unique food cultures, and skill assurance
throughout their provisional history.
Product and Packaging
Tastebud is selling pastries sets such as: (1) Hokkaido chiffon cupcakes with whipped
cream filling, (2) tarts made up of chocolate-filling, cheese-and-blueberry-filling and
whipped cream-filling topped with variety of fruits, and (3) cream puffs topped with molten
chocolate or fruits, emulating swans and fruit baskets.
Hokkaido chiffon cupcakes permeated with sweet scent of cream and baking,
pervaded in the softness of cake, which can catered customer’s delight and appetites. Variety
of tarts are distinctive in sweetness by means of flavour and ingredients, and customised
attraction. These tarts made out of skilful culinary arts coincided with customer’s curiosity,
pleasantness, multiplicity and food trend. Cream puffs are prominent food cultures in
modern, urban and luxurious living, and Tastebud’s inexpensive price settings are able to
cater the pursuits of major university groups with middle income ranges.
These products are professionally packaged with specific pastry containers which is
widely approved in the pastry field. White and transparent packaging attracted customer’s
attention, and emphasized on cleanliness of pastry processing and ideals of bakery.

5. Pricing
In order to convince customers for higher consumption and achieved the fulfilment of
financial control in the two-week term, Tastebud has implemented and organized pricing
strategies – price skimming, in order to enhance the marketing outputs. Firstly, before the
inception of business groups’ competition, Tastebud enjoyed the monopoly of non-profit,
mobilised marketing by superimposed pricing, costing RM10 per package. According to
Tastebud price skimming plan, loads of mobilised and booth marketing on Charity Drive will
directly condensed Tastebud markets, so proliferation of three-time pricing on initial cost,
RM3.95 is instigated to cover the unconditional loss of Charity Drive’s competition. The
business trend before Charity Drive is extremely profitable in terms of amount sold.
However, Tastebud faced business depletion on the next week, and is forced to
execute reductive pricing, adjusting selling prices with two-time pricing, costing RM7 per
package. Business continued depleting and on the final day of Charity Drive, Tastebud group
has achieved grossed profit of approximately RM2000 for the charity. In order to minimalize
productive cost, Tastebud has lessen products selection and the initial cost is adjusted to RM4
per package. Thus, in order to reward customer’s trust and appreciation and support for
Tastebud, the selling prices is adjusted to RM5 per package, targeting to sell out all the
pastries products on that day.
Promotion
Tastebud main marketing message is ‘Sweet Caring for Cats’, which aimed to recall
customer’s awareness by savouring sweet pastries and stipulate customer’s affection for
exterminating snow leopards via their sweet memories on pastries.
The main tools for promoting Tastebud’s pastries are: (1) promotional sets’
advertisements, (2) proliferating face-to-face conversation via mobilised marketing, and (3)
giving free samples of pastries to interested customers. Face-to-face conversation implicates

6. highly persuasive and impulsive communication via body languages, facial expression and
language skills. Free samples can directly immersed customer’s experience in savouring, and
triggered buying trends and customer’s considerations. Promotional sets advertisements is the
informational display for customers in order to appeal to interested groups.

10. Sponsors
Tastebud had approached individuals such as group member’s parents for the sponsorship.
They are well-knowledgeable, experiencing, trustworthy, interactive and faithful in our cause
as compared to publicised investors or business representatives. Consequently, they have
clear understanding, awareness and support for each of their children involved in the
operation and management of Charity Drive. They have totally sponsored RM1023 in cash
for Tastebud. Group members submitted to face-to-face meetings with their parents for
sponsoring pastries and sponsorship letters are sent for their verification.
Distribution
Products are delivered to sales location via personal transportation and individual
mobilisation, such as: (1) initial delivery from the confectionary and bakery shop to the main
marketing booth in campus, (2) strategical marketing from main booth to public places and
educational offices around the campus, (3) parent’s support via unconventional delivery by
distributing within their companies and business association.
Products are evenly arranged in trays for mobilised selling and are immediately
delivered to customers to meet with their demand or consumption trend. Tastebud group
members work effectively and cooperatively in communicating, distributing and servicing
customers. Respective customers in the parent’s circle are applicable to order via phone calls
and products will be delivered to their spot in the next day of ordering.

11. Green Measures
Tastebud chosen pastries are made in an environmentally-conscious manner by the
confectionary and bakery shop to minimize utility cost due to their operation of small-sized
business. The product’s packages are recyclable and domestic wastes are infinitesimal
because of the unnecessary ingredients are distributed to their production outputs. Carbon
footprint is reduced by using personal automobile instead of diesel-fuelled trucks which
produced high pollution to the environment in the distribution processes.
Paper consumption can be minimalised in the plan of reducing advertisements
because of the implementation of eco-friendly promotion strategies such as face-to-face
conversation and labour-mobilised marketing. Zero-electricity can be moderated through
effective and business-friendly labour management by occupying members’ active hours via
mobilised marketing and setting their break times in good-conditioned zones. Zero-water
usage is demanded via supplier’s packaging and water utilisation is not needed in the
distribution processes.
Human Resources Planning
Project manager took the roles of planning effective business, labour distribution and
financial controlling to assure equality in working and learning opportunities, to enhance and
trigger business and administrative development in group collaboration, and to ensure the
vision, mission and core success of Tastebud in charity drive. Project manager act as core
operation of inspection, experimentation, motivation and ethical management.
Accountant served as precedence of business team because of the reporting, control,
advisory and appraisal of financial progress apart from the decision-making and planning
made by project manager in realm of accounting. Accountant served as an informational
spokesperson about business direction to every members in Tastebud because project
manager is active in other essential business engagement.
Sales executive is important in business expansion and resides in high potential of
taking initiatives and creating inspiration, hospitality, dynamism and affiliation of Tastebud.
Project Manager
Jiji Ng, Team Leader
Sales Executive
Mashruk,GroupMember
Marketing/Advertising
Executive
YunTeng, Group Member
Fund-raisingExecutive
Irfaan, GroupMember
Salesperson
Other members
Accountant
Nadrah, GroupMember

12. He served to be active in counteracting other charity businesses in competitive edges and
neutralising the negative images of Tastebud among consumer groups.
Marketing and advertising executive is significant in constructing innovative,
creditable, professional and accountable retrospective in the market arenas. She served as an
intelligence of Tastebud with the provision of alternatives, circulation of reconstructive
messages and articulation of branding.
Fund-raising executive is functional as financial superintendence in non-profit
organizational events. This formed as backup policy for the sales operation and moral support
for the Tastebud charitable cause. Besides that, this regulative position aimed to fulfill the
functions of Tastebud organizational chart in the charity mission.
Salesperson is important in the bottom of Tastebud hierarchy because they are the
representative, image, branding and execution of business that determined the profitable
direction and success of group’s mission. Salespersons are important component of
organizational chart because they served as labour capital and core experiences of Tastebud
in the mission of business realisation, formation and success via their activating exploration
on advancement of customer services, pursuing the direction of escalating group’s revenue
and satisfaction.
Evaluation of Results
Income Statement of Tastebud Charity Drive Event
Revenue 7 days
Sales $4,120
S.
Price $10.00
Less: Cost of Goods Sold $2,189 Units 412
Gross Profit $1,931 Rev $4,120.00
Add: Donation $ 650
Adjusted Gross Profit $2,581
3 days 3 days 1 day
Less: Operating Expenses
C.
Price $10.00 $7.00 $5.00
Stock Loss $580 Units 136 107 16
Expenses $1 Rev $1,360.00 $749.00 $80.00
Total Operating Expenses $581
Net Profit $2,000
These business experiences and representations lead to appropriate and erroneous
accustomation among group members. According to the expansion history of Tastebud,
incorporation of salesperson in the early phase conceded and implicated demoralisation,
misconstruction and procrastination in the organizational development. On the other hand,
confirmatory communication in social convention alleviated the organizational conflict and

13. purposed an integrated, tolerated business community which successfully projected futuristic
needs of business organization in workplace.
As if Tastebud attains the potential opportunities in organizing additional charitable
business, mutual agreement shall act as the successive policy and bureaucratic functions of
the small-oriented, multitasking business. This standardisation aimed to initiate involvement
of unexperienced organizational members to enhance group experiences instead of individual
application. This can generate real-world environment and realising the business pursuit of
Tastebud group members.

14. https://www.youtube.com/watch?v=VLd2NXr7esM
https://www.youtube.com/watch?v=CLQYz7VlhpA
https://www.youtube.com/watch?v=C2bEG5yYetU
https://www.youtube.com/watch?v=h-rkpWzvbrE
https://youtu.be/TxKL5lTJ4N8
Executive Summary
Charity Drive Event driven group’s social commitment, awareness, enthusiasm and
development in practice, execution, potential and organisation. We acknowledged the critical
relationship between non-profit organisation and profitable, temporary business movement.
We challenged member’s conservative thinking and take initiative to deal with business and
its relationship management. We learn to take innovative step to realise the ideal society by
means of societal equality, ethical foundation, community engagement and business
globalisation in terms of worldwide charity.

15. Appendix
18th January 2016
Awang Idrus Bin Awg Othman
No 47, Jalan Bukit Setiwangsa 7,
Taman Bukit Setiawangsa,
54200 Kuala Lumpur,
Dear Awg Idrus,
Requesting Sponsorship for Charity Drive Event
We, the students from Taylor’s University Lakeside Campus, are currently involved in a
fundraising event as our school project in January 2016.
Our plan is to raise a total of [amount in Ringgit] via sponsorships and product sales. The
fundraising event will be held from 20th January to 29th January under the supervision of our
lecturer Ms. Tay Shir Men. All profits earned will be donated to the World Wildlife Fund
(WWF), a non-profit organization that provides protection and conservation for
exterminating animal species.
We are writing today to ask if you would consider donating RM128 to help support our
event. We believe that your generosity would go a long way towards supporting the
organization and their noble cause. If you need more information about our event or have any
questions you may contact me at 016-6734639.
We hope to hear from you soon.
Thank you.
Sincerely,
____________
Jiji Ng
Charity Drive Event Group Leader
Jiji
Ng

16. 18th January 2016
Mohammed Abul Kasem
House – 405F,
Road – 27, Dhanmodi R/A,
Dhaka – 1209.
Dear Mohammed Abul Kasem,
Requesting Sponsorship for Charity Drive Event
We, the students from Taylor’s University Lakeside Campus, are currently involved in a
fundraising event as our school project in January 2016.
Our plan is to raise a total of RM2000 via sponsorships and product sales. The fundraising
event will be held from 20th January to 29th January under the supervision of our lecturer Ms.
Tay Shir Men. All profits earned will be donated to the World Wildlife Fund (WWF), a non-
profit organization that provides protection and conservation for exterminating animal
species.
We are writing today to ask if you would consider donating RM128 to help support our
event. We believe that your generosity would go a long way towards supporting the
organization and their noble cause. If you need more information about our event or have any
questions you may contact me at 016-6734639.
We hope to hear from you soon.
Thank you.
Sincerely,
____________
Jiji Ng
Charity Drive Event Group Leader
Jiji
Ng

17. 18th January 2016
Ng Eng Yap
B-1-3, Block B, B.B.K. Condo,
Persiaran Bukit Raja 1,
41150 Klang,
Selangor Darul Ehsan.
Dear Ng Eng Yap,
Requesting Sponsorship for Charity Drive Event
We, the students from Taylor’s University Lakeside Campus, are currently involved in a
fundraising event as our school project in January 2016.
Our plan is to raise a total of RM2000 via sponsorships and product sales. The fundraising
event will be held from 20th January to 29th January under the supervision of our lecturer Ms.
Tay Shir Men. All profits earned will be donated to the World Wildlife Fund (WWF), a non-
profit organization that provides protection and conservation for exterminating animal
species.
We are writing today to ask if you would consider donating RM128 to help support our
event. We believe that your generosity would go a long way towards supporting the
organization and their noble cause. If you need more information about our event or have any
questions you may contact me at 016-6734639.
We hope to hear from you soon.
Thank you.
Sincerely,
____________
Jiji Ng
Charity Drive Event Group Leader
Jiji
Ng

18. 18th January 2016
Sim Kok Fang,
No 40, Jalan 6/9 Bandar Utama,
47800 Petaling Jaya,
Selangor Darul Ehsan
Dear Sim Kok Fang,
Requesting Sponsorship for Charity Drive Event
We, the students from Taylor’s University Lakeside Campus, are currently involved in a
fundraising event as our school project in January 2016.
Our plan is to raise a total of [amount in Ringgit] via sponsorships and product sales. The
fundraising event will be held from 20th January to 29th January under the supervision of our
lecturer Ms. Tay Shir Men. All profits earned will be donated to the World Wildlife Fund
(WWF), a non-profit organization that provides protection and conservation for
exterminating animal species.
We are writing today to ask if you would consider donating RM128 to help support our
event. We believe that your generosity would go a long way towards supporting the
organization and their noble cause. If you need more information about our event or have any
questions you may contact me at 016-6734639.
We hope to hear from you soon.
Thank you.
Sincerely,
____________
Jiji Ng
Charity Drive Event Group Leader
Jiji
Ng

19. 20th January 2016
Dato’ Dr. Dionysius S. K. Sharma
Executive Director / CEO World Wildlife Fund Malaysia
1 Jalan PJS 5/28A,
Petaling Jaya Commercial Centre (PJCC),
46150 Petaling Jaya,
Selangor, Malaysia.
Dear Dato’ Sharma,
Requesting Permission to Raise Funds for Your Organization
We, the students from Taylor’s University Lakeside Campus, are currently involved in a
fundraising event for our school project in January 2016.
Our goal is to raise a total of RM2000 through sponsorships and product sales. The
fundraising event will be held for from 20th January to 29th January under the supervision of
our lecturer, Ms. Tay Shir Men. All profits earned during the event will be donated for a good
cause.
We are writing today to ask if your organization would like to be the recipient of our
donation. And if you are willing, we also would like to request permission to use your
organization’s name solely for fund and awareness-raising purposes during the event. If you
need more information about our event or have any other questions, you may contact me at
016-6734639.
We hope to hear from you soon.
Thank you.
Sincerely,
____________
Jiji Ng
Charity Drive Event Group Leader
Jiji
Ng