UNIVERSITI KUALA LUMPUR

BUSINESS SCHOOL

_____________________________________________________________________________________

EIB10803

MARKETING MANAGEMENT

_____________________________________________________________________________________

GROUP:

MR82A

PREPARED BY:

NAME ID NUMBER
MOHAMAD NUR ALIF BIN MOHD BURHAM 62214120113
FATIN NUR AINU NAJWA BT AZMI 62214120367
SYARIFAH NUR SYAZANI BT SYED AL-JOFREE 62214120005
AMIR FADLY BIN AZNAN 62212120191
RAFA ABDUL AFAIZAL BIN ABDUL RAHIM 62212120304
PREPARED FOR:

SITI AISYAH BINTI ESA

SUBMISSION DATE:

08/12/2020

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TABLE OF CONTENT

1.0 Executive summary ……………………………………………………………………………

1.1 Company Background………………………………………………………………3

1.2 Company ownership………………………………………………………………4-5
1.3 Area of operation……………………………………………………………………6.
1.4 Product/service offering…………………………………………………………….7
1.5 Company’s value proposition………………………………………………………8.
1.6 Mission, Mission and Values………………………………………………………8-9.

2.0 Situational Analysis…………………..………………………………………………………..

2.1 Macro-Environment Analysis………………………………………………………9-10

2.2 Market Analysis………………………………………………………………………11-16
2.3 Consumer Analysis…………………………………………………………………..17-19
2.4 Competitors Analysis…………………………………………………………………20-21
2.5 Internal Analysis……………………………………………………………………..21-37

3.0 Market Planning………………………………………………………………………………...

3.1 Goals and objectives………………………………………………………………37

3.2 Market research……………………………………………………………………..37-40
3.3 Market Strategy………………………………………………………………………40-42
3.4 Product Strategy………………………………………………………………………43-50

4.0 Financial Strategy…………………..………………………………………………………….

4.1 Financial objectives……………..,,………………………………………………….51
4.2 Funding Category……………………………………………………………………..51
4.3 Key Components of Financial Forecast…………………………………………….52-
104
5.0 Control…………………………………………….……………………………………………
5.1 Marketing organization……………………….……………………………………..105-
106
5.2 Implementation plan………………………………………………………………107-109

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1.0 Executive Summary

1.1. Company background

 ICBOX ENTERPISE is a private limited company that produce and supply
various type of ice cream flavor. The company offered 4 ice cream flavors that
each of them have its own specialty.
 Our story began in 2020 in Kuala Lumpur, Malaysia. The name of ICBOX were
simplified from the word icebox. It is inspired from the ice cream that we sell in
icebox.
 The company’s best-known product Strawberry Vanilla, Minty Chocolate, Matcha
Green Tea and Espresso Vanilla.
 For reasons of ICBOX have 4 unique flavors and unique advertising, we have
established unique reputation in food and beverages industry.
 ICBOX was featured in Berita Harian newspaper as the new company that sell
unique flavor of ice creams in Malaysia.

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1.2. Company Ownership

Chair of The Board

Chief Operating Officer

4
Chief Financial Officer

Head of Operation

Creative Director

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1.3. Area of operation
 The company currently serving at Sentul, Kuala Lumpur

The image above indicates our store

We are located
here

The image above indicates our store location

 We are located at Maxim Citylights Sentul, G-18, 25, Jalan Sentul Perdana, Setapak,
51000 Kuala Lumpur, Federal Territory of Kuala Lumpur

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1.4 Product/service offering

Product is anything that can be offered to a market to satisfy a want or need, including
physical goods, services, experiences, events, persons, places, properties, organizations,
information, and ideas. Our company ICBOX Enterprise is running a small business which is we
are producing an ice cream. We produce in different flavor and different topping of the ice
cream. We come out with new idea on making improvise on the flavor and topping in the ice
cream so that it can be satisfy customer needs and wants. Not only come in different flavor and
topping on it but we also make the ice cream in shapes.

The customer also can order in what shape they want the ice cream to be. We provide
the custom ice cream product so that the customer out there more attracted with our small
business because from our knowledge that there is a few of business that produce a custom ice
cream. So, we took the opportunity to make the specialty on the ice cream with different flavor
and topping come in different shape also. With this product offered by our company customer
can be more satisfy with their needs and wants. We make it more special of the design because
we put the topping on it.

For the flavor, our company chooses to make it with different taste of strawberry vanilla,
minty chocolate, matcha green tea and expresso vanilla. We put fresh fruits as the topping of
the ice cream the same as the flavor of the ice cream and for the chocolates flavor we put only
premium chocolate on it to make it more exclusive and worth it. We only put the fresh fruits on
the ice cream because we want to keep the quality of the fruits taste and for the quality of the
ice cream itself. Our company took a serious about the ingredients that we put on the ice cream
to make sure it is does not affect the taste of the ice cream.

We use the best and high quality of the packaging for the ice cream. This is because the
packaging is the first thing to make customer attracted. If the packaging itself does not look
exclusive the customer will have the bad or negative thought on the product that’s make the
product will not be able to get attention from the customer. We guarantee the taste of the ice
cream from our production will be good and exclusive just like the packaging we use. We make
the cute and fancy packaging of the ice cream to look more confident for customer to buy it.

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1.5 Company Value Proposition

Our proposal is focused on marketing nutritious ice cream, with natural ingredients such as
fresh fruits and scrumptious dressing. Many customers have problem on getting their favorite
flavor of ice cream, worry no more because we provide 4 delicious flavors such as Strawberry
vanilla, Minty chocolate, Matcha green tea and Espresso vanilla. Moreover, these ice creams
come with an affordable price. Plus, we provide a premium quality ice cream. Our shop is
located at strategic place that is Maxim Citylights, Sentul. Customers can enjoy the ice cream
with our creative packaging, and they can also put their name on the cup.

1.6 Mission, Vision and Values

a) Company’s Mission

i) To maximize profit
- Our company long-term goals are to maximize profits every year. It is very
important to our company to become a successful and well-known ice cream
company.
ii) To maintain high-quality product
- High-quality products are very important in the enterprise as they give consumers
the impression and determine whether or not the business is moving forward or
backward. It is also to fulfil the user’s satisfaction and demand with appealing
tastes.
iii) To open new branches
- It is important to expand our business by opening new branches at other location in
order to become a known brand name.

b) Company’s Vision
-Our company’s vision is to become a successful ICBOX brand and makes competitive ice-cream
companies in the market.

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 c) Company’s Value
i) Use natural and respectful products with the environment
ii) Give the best customer service
iii) Have passion on making people enjoy eating healthy and refreshing products

2.0 Situational Analysis

2.1 Macro – Environment Analysis (PESTEL)

a) Political
In Malaysia, political issues are in a stable condition but sometimes there are a few issues
that come up. Lately there are a few issues related to Covid-19 and many solutions have
been brought up to overcome food industry and ice cream industry’s economic state during
the pandemic Covid-19. The attitude of governments has effect the ice cream industry and
also other food industry.

b) Economical
Since our product is quite specialized, the prices are quite high. Nowadays, ice cream may
become a famous product to a lot of people whether adults or younger peoples. In order to
keep our revenue up and have customers to buy our ice cream, we may have to decrease
the price of our products. However, ICBOX may suffer losses if we decrease the price too
low.

c) Social Culture
People nowadays tends to eat ice cream based on their feelings and moods. Everyone loves
ice cream because ice cream makes your sadness go away. Social observations about the
customer’s interest can allow our company directly observes about their interest in a
particular product.

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d) Technological Factors
Technology nowadays are really important in any business. Entrepreneurs around the world
can reach customers anywhere through companies. With technology nowadays, it has
increased the efficiency and the productivity of a business. Following the benefits that the
internet provides, it can help to attract new customers to try out our new product.

e) Environmental
Environmental elements have very important role in the better run of the organization. As in
Malaysia, the weather sometimes can get too hot and sometimes humid. So the demand for
our ice cream is consistent and it is good for our business. Moreover, in line to the
protection of the environment, we use materials for the packaging which can be recycled
and eco-friendly.

f) Legal
Ministry of Health Malaysia stated that all food premises including ice cream industries shall
comply with the Food Hygiene Regulations 2009 under Food Act 1983. Plus, ice cream shall
contain not less than 10 per cent of milk fat or vegetable fat or combination of both.

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2.1.1 Macro-Environment Supply Chain

The supply chain consist all activities associated with the flow of goods from the
raw material to end users. The supply chain includes system management, production,
scheduling, order processing, inventory management and the customer services. Most
of the ice cream company have to make sure that the products maintain their quality as
they travel from manufacturer to the distribution then to the retailer and finally into the
consumer’s cart.
First chain is where we get the raw materials for our product. In the ice cream
production typically starts with a handful of ingredients such as milk or cream, sugar,
water and flavoring ingredients. All the raw materials are supply from the supplier which
is from dairy farm. Since our company did not include the manufacturer, so the
distributor distributes our material straight to our stores because our product is a
homemade ice-cream where we process the ice cream ourselves at the stores. Then, as
we have prepared the ice cream, it is time to serve to the customers that loves ice
cream.

2.2 Market Analysis

2.2.1 Market Definition

ICBOX is the name of our company. The market we will engage in is the Maxim
Citylights area. The specific market we will serve consists of a 25 square block radius around
our scoop shop and those primarily within walking distance of the shop in Maxim. We are
selling delicious and scrumptious ice cream, filled with 4 mouth-watering flavors. Our store is
located at Maxim City Lights, Sentul.

2.2.2 Five force analysis

Competitive Rivalry

There are many competitors on starting a business. Therefore, ice cream product is the most
mainstream dessert. We have many competitors such as Yonni ice-cream, Timah ice-cream
and 46 Boy ice-cream. The differences between our company and other company are we are
selling with affordable price and we are also customer’s target.

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Power of Buyer (high)

High bargaining power of buyers due to large number of ice-cream suppliers, high customers’
price sensitivity. This could cause buyers to pressure us on lowering selling price or improve
quality of products.

Power of Supply (low)

Bargaining power of suppliers is low due to large number of suppliers of raw materials, low
switching cost and availability of attractive substitutes. Therefore, we could control the price of
raw materials because we can easily switch to different suppliers with lower price and higher
quality, increasing our profit consequently.

Threat of New entry

When a company wants to set up in this industry from scratch they will have a lot to consider
before doing so. Within the industry there are many threats of entry such as brand identity which
can result to brand loyalty. There have been some ice cream companies around Maxim
Citylights and that are Yonni ice-cream, Timah ice-cream and 46 Boy ice-cream.

Threat of Substitution

Substitutes in the ice cream and frozen desserts industry can include products that have the
similar purpose and are often chosen by the consumers. An ice cream it has to have a minimum
of 10% butterfat and this was regulated by the government. Our company has a healthy product
which is our ice cream has no fat because of our natural ice cream flavors.

2.2.3 Market Structure

Potential Market

We are selling ice cream and our potential customer are the kids. It is because kids are crazy
with ice creams because the love it so much so our potential market are based on children.

Target market

Our product is ice cream, so we are special on deserts. The target market for us are universal
because it’s a food. Any age can eat our delicious ice cream.

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Available Market

Available market is defined as the number of people who are both willing and capable of buying a
particular product or service in a particular market. So, there are many residents in Maxim Citylights,
who are mostly love ice-cream.

2.2.4 Market Size

Target Market Number of target market Market Size

(monthly) (RM)

Senior Citizens 27% 1500.00

Childrens 43% 3000.00

Students 30% 2500.00

Total 100% 7000.00

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2.2.5 Market segmentation

The potential customer groups for ICBOX are:

1) 18-24 Year Olds

Based on our market research, the potential customers in Maxim Citylights area are within this age
range. The target customers are half college students and half local residents. Plus, they have a
tendency to spend more than they can afford on prestige products.

2) 25- 44 Year Olds or First families

These are the grown children of the baby boomer population having children of their own. Most of
their children are not yet teens. By targeting this group, we can not only generate a large volume of
immediate business, but also create long term customers in the children.

3) Others
Our strategic location and increasing customer base will probably draw in customers outside of our
targeted groups. Plus, they are also workers around the Maxim area that buys our ice cream.
Moreover, our regular customers

Market Analysis
25-44 Years old 18-24 Years old others

others

18-24 Years old

25-44 Years old

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2.2.6 Market Trend

In September 2020, we opened

In early 2020, We established the
our shop at Maxim City Lights,
ice cream idea by adding 4
Sentul is the mainstream spot in
flavours that is Vanilla, Chocolate,
Kuala Lumpur. Plus, we add our
Strawberry and Mint.
“baby shark” cup for our trendy
customers.

In 2020, We produced new

flavours based on our
customer’s choice, that is
strawberry vanilla, minty
chocolate, espresso vanilla
and matcha green tea

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2.2.7 Market Growth

Sales of ice cream

4

3.5

2.5

1.5

0.5

0
Phase 1 Phase 2 Phase 3

Sales of ice cream

September November
March,2020
2020 2020

At the second phase At the third phase, we

At first, we were not
our sales begin to were so happy
known by any
raise. Plus, we added because many
customers after
a product that is customers bought our
making a page at
followed by the trend product, Moreover
facebook, people
on the year. after our store
starts buying our
Customers begin to opening, many people
product. AT first
contact us and giving came to our store and
phase , we have not
good feedback toward we also add new
so much sales
our ice cream. flavours based on our
customers choice.

2.2.8 Market Competition (spider web)

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 Competitive Analysis
IcBox Yonni Ice cream Timah Ice cream
46 Boy Ice cream Series5 Series6
Price
5

Promotion & Advertising Product Packaging

Product Positioning Product Quality

Service (Before & After)

Competitive Attributes
Service
Product Product (Before & Product Promotion &
Company Price Packaging Quality After) Positioning Advertising
IcBox 4 3 5 4 3 5
Yonni Ice
cream 3 3 4 3 3 5
Timah Ice
cream 5 2 3 4 2 2
46 Boy Ice
cream 5 3 3 5 1 2

Likers Scale from 1 - 5, 1 Poor - 5 Best

2.3 Consumer Analysis

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A customer analysis is a critical section of a company's business plan or marketing plan. It
identifies target customers, ascertains the needs of these customers, and then specifies how
the product satisfies these needs. A customer analysis can be broken down into a behavioral
profile and a demographic profile. By identifying customer needs through market research and
analysis, companies can develop a clear and concise value proposition which reflects the
tangible benefits that customers can expect from the company's products. And once the
primary buying criteria have been identified, marketing efforts can influence the customer's
perception of the product along the four main dimensions which are price, quality, convenience
and prestige relative to the competition's product.

2.3.3 Understanding Customer Need

A customer need is a motive that prompts a customer to buy a product or service.

Ultimately, the need is the driver of the customer's purchase decision. Companies often look at
the customer need as an opportunity to resolve or contribute surplus value back to the original
motive. As for the business owner we have to know what the customer needs is if so we can
provide and produce the product that can satisfy customer needs.

The first thing is we have to understand the customer. We have to learn and make
research on who is the customer target. From that we know who’s our potential buyer for the
product is. Usually the customer is not specifically from what occupation or what segmentation
because the ice cream is everyone’s favorite. So the customer is from all aspect from the high
income to low income buy the ice cream because the ice cream is affordable price.

The customers also always buy the ice cream in anytime they want to buy. And their
always buy in the huge amount because our ice cream is always out of stock because the ice
cream is high demand. The customer is expecting the product is affordable to buy with the
quality and low price of the ice cream. So we produce the ice cream with affordable price and
high quality taste and new flavor of the ice cream to meets the customer needs and wants.

2.3.4 Target Group

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 Target group is to make sure the target or the potential buyer for the produced product. If
the business does not have the target group of the customers, they will never know who is their
potential buyer and getting difficulties to segment the customer. So for the target group buyer of
our product is we target around 50% of student to become our potential customer because
mostly the student love to eat sweet things such as ice cream to release their tensions.

The next target group is families which is 60 %. We target the families higher because
they probably buy the ice cream for their children or buy the ice cream as for the snacks time
with their family. Then we target the other buyers or the other small business owner in 80 %,
this is the higher percentage of target group because they potential to buy in huge amount of ice
cream as they also a business owner. We also target 40% of individual buyer.

2.3.5 Customer Segmentation

Customer segmentation is the process of dividing customers into groups based on

common characteristics so companies can market to each group effectively and appropriately.
As for our company, we segment the customer into several segmentations which is the first one
is the demographic. We segment the customer by their gender which is we target the female
customer is higher than male customer because mostly the female love to eat ice cream than
male who mostly like to play game. From the income aspect we don’t specifically target on
which stage their income is because our ice cream is affordable for all income segmentation.
The customers from the low income also afford to buy our ice cream which cost only RM14.00
per flavor of ice cream. We also segment the customer based on the generation which is the
generation of millennial and teenagers from the age of 10 - 40 years old because in the age of
this stage they love to eat sweet things like ice cream.

The next segmentation is geographic. We choose to open the business of the ice cream
in the area because there is no any business of ice cream so we grab the chance to start the ice
cream business. There is no ice cream business in that area of our neighborhood but the
demand of the ice cream is high and there is difficult to customer find the ice cream in that area.
So we come out with the idea of starting the business to easy customer to find and buy the ice
cream.

The other segmentation is behavioral segmentation. We divide the customer into several
groups which is on their buying behavior. The first is the loyalty status which is the customer will

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always repeat order of the ice cream because of the satisfaction of the ice cream’s taste that’s
make the customer loyal to the product. If the customers satisfy with the product they will be
loyal to the product and keep purchasing the product. Then the customer also can be influencer
to other customer who is if they satisfy with the product they will recommend the product to their
friends, their family and also their colleagues. So the other customer will buy the recommended
ice cream from our company and become our loyal customer.

2.3.6 Customer Satisfaction

Customer satisfaction is one of the factors that’s lead to the high or loss profit of the
production because if the customer satisfies with the product that will lead to higher demand of
the product and the profit is increase. If the customer is not satisfied with the product it will affect
the production of the product and the company will face loss profit of the product. The customer
satisfaction is important in business because the profit is coming from the customer and it will
help to build strong brand in the market demand.

Customer satisfy with our product which is the percentage of the customer is high. The
customers always keep repeating the order of the ice cream because they satisfy with the taste
of the ice cream. The most popular flavor of the ice cream from our production is Matcha
Greentea and Strawberry Vanilla. The customer loves the two flavor because of the taste is
superb tasty and meet their wants. The customer gives us the positive feedback of their
satisfaction on the product is higher than a complaint of the taste of ice cream. The customer
loves the quality of our ice cream that’s make our profit is getting increasing day by day .

The percentage of the customer unsatisfied with our ice cream is low because
mostly customers love our ice cream. The customer is not satisfied with the ice cream
because they said the ice cream taste very sweet and the topping of the ice cream is
not suitable with the flavor. Some of the customer does not like the ice cream is too
sweet because it might not taste the real taste of the flavor.

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2.4 Competitor Analysis

2.4.1 Overview of Competitors

Price (RM) Benefits Service Durability

Our 14.00 Have 4 Have COD Same
Business choices of and self-
unique pick up
flavors
Yonni Ice 15.00 Have 4 Only self- Same
Cream choices of pickup
fruit flavors
Timah Ice 13.00 Only Only self- Same
Cream Chocolate pickup
and Vanilla
flavors
46 Boy Ice 13.50 Only Have COD Same
Cream Strawberry and self-
Flavor pick up

2.4.2.2 Strength and Weakness

The strength for our company was our ice cream have 4 choices of unique flavors with topping
than Yonni Ice cream which only have 4 choices of fruit flavors. For Timah Ice cream, they only
have only 2 choices of flavors which are chocolate and vanilla ice cream and 46 Boy Ice cream
only have Strawberry Ice cream flavor. For the marketing concept, we only reach moderate and
we still work on our marketing concept. For Yonni Ice cream, they have good marketing concept
than our company because they already sustain in the market longer than our company. The
marketing concept for Timah Ice cream only reach moderate and for 46 Boy Ice cream they only
reach poor marketing concept. Next, the financial situation for our company was in moderate
because we still new in the business and still work on to stabilize our financial situation than
Yonni Ice cream, Timah Ice cream and 46 Boy ice cream which have good financial situation.
After that, we have moderate number of production than Yonni Ice cream which have good
number of production because sustain in the business longer than us. For Timah Ice cream and
46 Boy Ice cream, they have good number of production because they have lower flavor and

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can produce the ice cream in huge amount. For location, our rate for location was good because
our location was the residential house and have large number of young people who was
students. The location for Yonni Ice cream was poor because their location located far from
people. For Timah Ice Cream and 46 Boy ice cream, they have good rate of location because
they stay in neighborhood area. Lastly for raw material and energy, our company was in
moderate raw material and energy because the flavor for our ice cream was imported and our
company only have 5 workers than Yonni ice cream which they in good raw material and energy
because they only use flavor than easy to get and they have 12 workers in their company. For
Timah Ice cream and 46 Boy Ice cream, they are in moderate raw material and energy because
their flavors easy to get and their business only need their family to operate.

2.4.3 Market Attractiveness & Market Share

The market attractiveness of our business is high because we serve unique flavors which have
great taste suitable with Malaysian appetite. The reason we make the taste like that because
our main goal was to give satisfaction to our customer when they had an ice cream. For our
competitor Yonni Ice cream, the market attractiveness also high because they serve ice cream
flavor that Malaysian usually purchase and their favorite. For Timah Ice cream and 46 Boy Ice
cream, their market attractiveness is medium because they only serve common flavor that can
be easily get from any ice cream. Lastly, for market share, our company and our competitor
have low global market share because we only operate local which only in Malaysia.

2.5 Internal Analysis

2.5.1 Corporate culture

Employee growth and learning

We prioritize individual and team development by providing training It creates an opportunity for
employees to growth in terms of knowledge no experience. It also strengthens the skills
employee need to improve and bring them to a higher level skill. This reduce any weak links
within company who rely heavily on others to complete basic works task

Minimize bias between workers

In order to avoided the bias in the workplace, the works are divided fairly and equally to the
employee. This is because bias can affect performance, job satisfaction and work tension of
employee

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Over-communication
Our company ensure that all the idea is being heard and everyone is being well informed. In
order to build a strong relationship between workers, communication is one of the important
element

Discipline
The company set up rules and regulations in the workplace to avoid the non-behavioral activity
and to make sure the environment is safe and pleasant to employee and works

Work-life balance
Mandatory leave time in order to prevent employee burning out from working late hours. We
believe employee has just as much responsibility to being healthy

Humility
Appreciate the strength and contribution of others in the company. We believe being humble
helps to build trust between the employee

Trustworthiness between employee

Our company encourage employee to be honest, dependable and reliable to get things done
right. Trust provide teamwork, and teamwork provide unity toward achieving the company goals.

Respect
ICBox practice transparency and common courtesy and politeness in the workplace. It is crucial
to understand and respect the perceptions of others in the workplace. A workplace that have a
respect and understanding surrounding provide more effective communication and teamwork.

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2.5.2 Corporate Structure

2.5.3 Key Performance Indicator

Sales Volume

Sales volume is the number in the unit are sold in the given timeframe. The figure can be
checked to check whether the business growing or contracting. As for the company, the sales
volume on the first quarter of the year is 2,668

Key Performance Indicators

Key performance indicators (KPI) is a measureable value that demonstrates the viability of how
organization accomplishing the key business objectives. Organizations may utilize KPI at
multiple level to assess the success at reaching target. ICBox implemented the KPI to see
whether we reached such as the targeted sales, revenue, the productivity of employee and
managers and etc.

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Contribution margin

The contribution margin can be stated on a gross or per unit basis. It represents the incremental
money generated for each product/unit sold after deducting the variable portion of the firm's
costs. the measure indicates how a particular product contributes to the overall profit of the
company.

Turnover

Turnover is a bookkeeping concept that calculate how rapidly a business conducts its business.
Frequently, turnover is utilized to understand how rapidly an organization collect cash from
account receivables or how quick the company sells its inventory. The higher the turnover rates
ratio the better it is for the company in the future. Low turnover means low in sales, too much
inventory or poor liquidity in of its inventory

Total expenses

The total expenses can be defined as the total expenditure before the company net income.
This is a helpful to measure the company spending habit over the long haul.

Cash flow contribution

Cash flow contribution refers to the contribute amount of money that the owners put into the
business or it can be said as start-up money. The contribution made by the owners can be
represented as investment for the individual.

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2.5.4 Resource Analysis

Material Resources

Installation
Our company install the store room for storing the equipment such as cleaning equipment,
spare furniture and etc. We also install the cold Room to store the ice-cream and others
resources that need to be kept in cold temperature

Interior
The furniture such as chair and table are bought from trusted local warehouse to ensure the
good quality and cheaper price and the air-conditioner were the inverter type for effective
cooling and environment friendly. Next, the decorations are fitted and customized according to
our brands name that is sweet and cold. The reception are to be kept simple but also be
customized to make sure it was appropriate and easy for customer to pay and order.

Equipment
The equipment that we use are;
 Kitchen Appliances
 Refrigerated Pastry Display
 Single Door Reach-in-Flash Freezer
 Single Door Reach in Refrigerator
 6x8ft–15degree Walkin freezer

Employees

Staff Situation
Emphasize the discipline and humility in order for the workers. The biggest reason is for the
employees to understand others and get along well with each other

Education
The employees are required to education qualifications at least SPM and the top management
are required to have high education and leadership skill

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Staff Development
ICBox provide soft skill training for employees to communicate well with the customer and
managerial training to increase the managerial and leadership skill

Management

Quality of leadership
The managements concentrates on reaching organizations goals, focus on developing others in
the company and practice strategic thinking, innovation and action

Business Experience
The management are full of experience people and are equipped with business management
skills, problem solving skills, time management skills, Leadership skills

Age Structure
Our company prioritize millennials with good background and education in the management
team

IT-Equipment

Receipt printer
The use of receipt printer is to print credit card and customer receipt after they have pay for the
items

Kitchen display screens

increase the efficiency of passing through order from reception counter to the kitchen and
reduces the usage of paper

Point-of-Sale Terminal
POS terminal are used to increase the efficiency at cashier section. It can accept diverse
payment including chip cards, contactless payment (NFC), mobile wallet payment such as
boost, T’n’G E-Wallet and GrabPay. Also by using POS Terminal, we can reduce the usage of
paper by using cashless transactions

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2.5.5 Potential Analysis

Image
The brand image that we bring is sweet and cold. Regardless of the flavor, having ice-cream on
hot sunny days is certainly refreshing. It is a sweet treat for all ages and it will never outgrow the
love for ice-cream.

Employees
The company consisted of 5 people.

Chair of the Board

Chief of Operating
Chief of Financial Offcier
Officer

Head of Operations Creative Director

1. The Chief of Operating Officer

 Diploma in Business Study in Kolej Professional MARA Ayer Molek
 Bachelor of Business Administration and Entrepreneur in Universiti Kuala Lumpur
Malaysia
 Master in Business Administration (MBA) in Universiti Teknologi MARA (UiTM)

2. Chair of the Board (Muhammad Rafa Afaizal)

 Diploma in Management at Management and Science University
 Bachelor of Business Management Universiti Teknologi Petronas
 Master in Business Administration (MBA) in University Teknologi MARA (UiTM)

3. Chief of Financial Officer

 Diploma in Accounting at Universiti Teknologi MARA
 Bachelor of Accountancy (HONS) in Univerisiti Teknologi MARA

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  Master of Accounting (Reporting and Management Accountability) in Universiti
Malaya
4. Head of Operations (Amir Fadly Bin Aznan)
 Diploma in Business Studies at Universiti Teknologi MARA (UiTM)
 Bachelor of Business Administration (HONS) at Universiti Teknologi MARA (UiTM)

5. Creative Director
 Diploma in Marketing in Kolej Profesional MARA Bandar Melaka
 Bachelor Administrative in Marketing in Universiti Kuala Lumpur

Location

Shops location: Maxim Citylight Sentul, G-18, 25, Jalan Sentul Perdana, Taman Pelangi, 51000
Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur

Location quality
 2 KM to LRT Station (Sentul TImur)
 15 min from away from City Centre (KLCC) and Damansara
 Easy Access via the Duta-Ulu Kelang Expressway (DUKE), Sentul Link, Middle Ring
Road 2 (MMR2)

Infrastructure
 Parking Area
 Leisure space
 Wide reception counter

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Customer
The customer that we require is roughly 20,000 a month and that makes it about 660+ a day.
The customer segment is big enough since ice-cream is everyone favorites, may it be kids,
teenager or adults. So we divided it into three groups;

1) Teenagers

Teenagers are easy to influence and attract using good marketing. Good product and services
will make them spread more about the product into the society and attract more customer

2) Families with child

Adult and kids are more loyal to significant product they choose if the product is considered to
them. This group are considered to be the regular customer

3) Others customer

This included the customer that has customize lifestyle as the one that prefer healthy lifestyle.
The group are great for product and service development thus make the company know more
about the customer

2.5.6 Capacity Analysis

Company

Organization
 Uniquely design delivery services and product that not only satisfy customer
expectations but continually anticipating future marketplace opportunities
 Set specific prerequisite of knowledge and skills to carry out the process of delivering the
product
 Has flexibility and speed which the company able to redirect its knowledge and mobilize
toward providing new product
 Has organizational culture which the values and beliefs contribute to the development

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Value chain
 Inbound logistics - low cost supplier for raw material to make the ice-cream
 Marketing and sales – focus on media including social media post, magazine
advertisement and etc.
 Services – strive to achieve high quality of customer service

Development

Research and Development

 Design and invent new product according to the market
 Research the market competitors
 Improved process and new ways to interact with customer

Know how
 Make use of the experience and knowledge to run the business
 Understand business environments and dynamics
 Oversee business overall and potential to develop the business

Marketing

Marketing concept
 Create 4 unique ice-creams flavor that is not easily to find in the market
 Social media marketing

Brands
 Gaining good public relations to crate brand awareness
 Run display ads in google display network
 Create a custom hashtag on social media

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Production

Technology
 The technology used are all up to date and in good form. From the POS Terminal at the
receptionist counter until the refrigerator that was used to store the ice-cream

Capacity
 The production capacity can reach up to 700 ice-creams per day using the equipment
installed in the shop

2.5.7 Competitive Advantages

Skills
Having highly efficient teams within the field and business expertise.

Prioritize the inter-personal skills for the top management to manage the company and in order
for the team getting along well such as;
 Leadership skills
 Social skills
 Problem-solving skills

Enhance the customer service skills such as persuasive speaking skills and clear
communication skills to easily communicate and understand and read the customer

Intellectual property
The brand has been registered as trademark in order to protect the business names, logos, and
business identities

The ice-cream ingredients cannot be copyright since the law provides that not protect recipes
and formula. However, all the recipes are secret that and protect under the company policies.

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 Assets
The capital that was our financial assets was significantly higher than others in the market. This
include buying the cash, cash equivalent and manufacturing equipment.

2.5.8 Development Competence

high

Skills 1 Skill 4

2. competency gap selective 3. Speakers strategically competence

insourcing/outsourcing insourcing

Skill 2 Skill 3

1. Competence standard 4. Competence potential selective

outsourcing insourcing/outsourcing

high
low

1. Persuasive speaking skills

 Can convince the customer to buy the product

 Earn the customer trust

2. communication skills

 Understand the customer body language, hand gestures, eye contact

 Friendly employee to encourage the customer to buy the product

3. leadership skills 33

 Positioning team members to used their talents effectively

 Motivate and inspire everyone in the company
2.5.9 SWOT Analysis

Strength

ICBox have well experience Owner-Operator to run the business. We also have affiliate
relations with vendor in order to get the best price in town. We sell wide variety of flavor which is
4 flavors in total while the competitors in the market only sell 2. Furthermore, ICBox have good
staff to make sure customer are more attract and comfortable with the service. Next, we use
good marketing strategy to attract more customer to our shops. Not only that we have good
marketing strategy, the shops are also located in strategic location which is easy to access
using the expressway and public transportation. Our company trademarks the brands to make
sure the business identities, names and logo are secured

Weakness
Because of the usage of quality ingredient, the product price is high. Furthermore, the
installation of cold room required high maintenance budget. Next, healthy conscious people may
do not want to try the product since ice-cream is high in sugar and fat from milk. Because of the
budget allocated more to running the shops smoothly, the budget for advertising is small. Even
with the strategic marketing planning, it will not be easy as the budget allocated is small. Last
but not least, the local sweet dishes shops as Tealive and BubbleBee would be difficult
competitors as they are well known for products

Opportunities
Most of the people in Malaysia love ice-cream so we have wide consumptions of ice-cream
customer. Next, we have large young population which is good for the company as they are
good with technology so they can spread the existence and presence of our product in the
market. Lastly, Malaysia have a tropical and humid climate all along the years which will be
good to our company to sell sweet and cold ice-cream

Threats
Because of the selling price that we set, it might be hard for low income population to buy our
ice-cream. Also, competitors from big international brands such as Baskin Robbins might be a
threat.

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2.5.10 SWOT Analysis Escalation

2.5.10.1 External Factor Evaluation (EFE) Matrix

Facto Weighted
r Key External Factor Weight Rating Score Comments
Opportunities

O1 Wide consumption 0.1 3 0.3

of ice-cream
customer
O2 Large young 0.2 2 0.4
population

O3 Tropical and humid 0.3 2 0.6

climate in Malaysia

Threats

T1 Low income 0.1 2 0.2

population

T2 Competitors from 0.3 3 0.9

big international
brands
Total Score 1.00 2.4

External Factor Evaluation (EFE) Matrix

The company weighted score is 2.4 out of maximum of 4.00. The score 2.4 is slightly above
average and there are alot of room for improvements

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2.5.10.2 Internal Factor Evaluation

Facto Weigh Weighted

r Key Internal Factors t Rating Score Comments
Strengths

S1 Well experience 0.20 3 0.6

Owner-Operator
S2 Affiliate relations 0.02 3 0.06
with vendors
S3 Wide variety of 0.02 2 0.03
flavor
S4 Good staff 0.01 3 0.03

S5 Good marketing 0.10 3 0.3

S6 Strategic shops 0.02 3 0.06

location
S7 Shops Location 0.20 2 0.4

S8 Trademarks brands 0.20 3 0.6

Weakness

W1 High price in terms 0.10 3 0.3

product price
W2 High maintenance 0.10 2 0.2
budget
W3 Healthy conscious 0.01 2 0.02
people
W4 Smaller advertising 0.01 2 0.02
budget
W5 Local sweet dishes 0.02 2 0.03
shops
Total Score 1.00 2.65

Internal Factor Evaluation (IFE) Matrix

The company weighted score is 2.65 out of maximum of 4.00. The score 2.65 is slightly above
average.

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Buyer Decision Process and Buyer Journey

Stage one is the recognition of the particular problem or need and here the buyer has a
need to satisfy or a problem that needs solving, and this is the beginning of the buyer decision
process. In the first stage of buyer decision process, the problem recognition is a bit unaware.
For example, the production of ice cream is not much, and it is just a few of business owner who
produce the ice cream. But the demand of the ice cream is quite high. The customer also wants
the low calories and low fats of ice cream.

Stage two is where we begin to search for information about the product or service and
this stage also the problem aware. Buyers here begin to look around to find out what’s out there
in terms of choice and they start to work out what might be the best product or service for
solving the problem or satisfying any need. After the problem has been recognize, now we
more focus on the solution for the problem solving so we come out with the idea to produce the
ice cream. We got an idea to start a business which is producing the ice cream in the market
demand so we can satisfy customer needs and wants.

Stage three is value and needs which the solution is being aware. For our company we
provide service which is providing the ice cream for any events and big ceremony such as
wedding day to the invitation guest. In this stage we are require satisfying need and wants of the
customers with providing the best ice cream to them. We also provide a low fat and low calorie
for the customer as they wish to have a healthy ice cream.

The next stage of buyer decision process is solutions and features. In this stage the
product aware is rising because of the features of the ice cream produced. The solution to the
problem’s recognition is started to be aware by us so we chose the best solution the problem.
So here we are producing the best ice cream with the best quality of the ice cream taste. We
are making the special flavors of ice cream to customer especially for ice cream lovers. We also
provide the ice cream with the affordable price which is RM14.00 per flavor. It is so affordable
with the best quality taste of the flavor and with the topping on top of the ice cream.

The last stage is the evaluation. This stage is where the consumers the most aware
whether the product satisfies their wants or not satisfy their satisfaction. For this stage we added
some new special ingredients which more to healthy lifestyle but make it into ice cream form.
We added healthier flavor which is some more fruits. The customer will evaluate the satisfaction

37
of the ice cream. If they satisfied with the ice cream, we will repeat order for the customer and
will definitely recommend to other customer to try out the ice cream. And if the customer is not
satisfied with the ice cream, they will find the other business and try the new ice cream from the
competitors. And from this evaluation of customer satisfaction we will make the improvement for
the ice cream.

3.0 Market Planning

3.1 Goals and Objectives

Mission

To provide our customers with great ice cream for a reasonable price and walk out with a smile on their
faces.

Vision

To become a popular business all across Malaysia.

Our objective

The overall objective of our company is to provide quality and mouth-watering ice cream. Our objective
include the capturing of largest market share of the ice cream market in Sentul through customer
loyalty.

3.2 Market Research

3.2.1 Parameters

Status quo

 Using the status quo pricing, we research the competitors in the market based on their
pricing and matching the price that they used. Since there are local competitors such as
Yonni ice-cream, Timah ice-cream and 46 Boy ice-cream, we have to use the status quo
pricing. Below are the comparison and the price that we sell the ice cream

Price(RM)
Our 14.00
Business

38
 Yonni Ice 15.00
Cream
Timah Ice 13.00
Cream
46 Boy Ice 13.50
Cream

Market research Planning Process

We research the market by observing the competitors, questionnaire, and interviews. Using the
research answer, we used the who, where and when question to create a clear picture of the
company goals

Who to sell to?

 The target customers are wide enough since most people like ice-cream. So our
company divided the customer into 3 groups which is teenagers, family with child and
others customer that are sensitive about the product.

Where to sell?

 Based on the research, the location that we picked for the ice-cream are the most
suitable since it was located in the city and the location quality is good enough. It is near
to the city center and expressway such as DUKE and MRR2

When to sell?

 Since Malaysia is hot and humid along the year, the weather may not be a big concern.
However, since COVID-19 has restraint people from going out freely thus may be a
problem for the company. So we decided to sell after the MCO ended.

Data collection

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  Based on the data collection that have been compiled, there are some idea have been
chose for the company to start the business. This include the type and variety of flavour,
service, price and the capacity of the competitors to deliver the products.

Data Evaluation and Interpretation

 From the data, our company decided to sell 4 types of flavour which is strawberry
vanilla, minty chocolate, matcha green tea and espresso vanilla. We also provide Cash-
on-Delivery service and self-pickup. Also using the status quo pricing, we decided to sell
the ice-cream for RM14.

Definition of action

 Make use of social media to tell the customer about the incoming product presence
 Survey several places to use as the shops
 Apply loan from bank to use as capital

Implementation

 Start the business by renting the surveyed shops

 Buy the equipment and interior to attract more customers
 Use Call-to-Action in the advertising to get customer respond

3.2.2 Action Plan

N Task Time J Fe M A Ma J J Au Se O No De
o a b a p y u u g p c v c
n r r n l t t
1 Identify 16 Marketing
available skills, weeks
information

40
 and support
2 Define new 16 Development
entity weeks
requirements
3 Assess market 24 Financing
sales and weeks
availability
4 Research the 36 days Market Analysis
market and
competition
5 Review and 16 Adaptation
modify the weeks
strategic plan

3.3 Market Strategy

3.3.1 Competition Strategy (Porter)

In the ice cream industry, we become the cost leadership which is we put the low price
for the ice cream produced. We offered the low price of the ice cream which is RM14.00 per ice
cream with the high quality of the ice cream. We set the low price for the ice cream is because
we want to attract more customers.

The next is we produce different special flavor of the ice cream which we is make the ice
cream in two combination of flavor such as vanilla strawberry and expresso latte. Our company
also put some fresh topping on the ice cream to make it more attractive to customers. We also
design the cute and useable packaging of the ice cream because the cute packaging also can
make customer more attractive and more interesting than the other competitors packaging.

Our company also doing a research on the customer segmentation so that we get more
customer target than competitors. The customer segmentation is important to know and to
segment the customer based on what is customers’ needs and wants. So if the company got to
segment the customer correctly there is advantages from the competitors.

3.3.2 Growth Strategy

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 For the market penetration we choose to lower the price of the ice cream because we
want to attract newer customer. If the price is low than the other competitors the customer will
definitely choose the product with the low price in the market so it will attract more customer to
buy the product. The company also has to increase the promotion of the product through the
social media so that customer will more aware about the product.

In a product development strategy, our company develops some new product to the existing
market. We make some research on the market demand so that we can produce a product that
will meet customer needs and wants. We are doing some improvise on the product just to make
sure the customer satisfaction is being satisfied by our product in existing market.

In a market development strategy, the companies try to enter the new market to promote
more the ice cream to more customers out there. Our company expanding the new market
because we want to penetrate more market in order to make customer more aware about the
ice cream from our company. We target new segmentation of customer so that we attract more
customer.

In a diversification strategy, our company enters the new market with the new product
produced. We take the risk with produce new product and try to penetrate the new market to
make more profit and to build product awareness to the customer. It may be costly but we want
to try with the new product to meet the customer needs and wants.

3.3.3 Marketing Mix

The first marketing mix is product. So basically our product is ice cream which coming in
different special flavor with topping on top the ice cream. We produce the ice cream in different
flavor such as vanilla strawberry, matcha greentea and more flavors.

For the pricing we think that market penetration pricing is the best pricing strategy to be
used by our business. Market penetration pricing is about setting a lower price on our product with
aim to attract customers to buy our product because of the cheaper price compare with other
competitor. Since the competition is high so we decided to set low price for the ice cream which is
RM14.00 per ice cream. So we can use this strategy to stand out among other competitor and
draw attention from the customers. After we had successfully penetrated into the market, we will
slowly raise back our price to our normal pricing.

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 The location of our company is at Maxim Citylights, Sentul. This is because we see many
opportunities at that area as there are many students and working adults living there. Moreover,
there were a few condominiums near our business location. A lot of college students and working
adults are living in the condominium too. It is very convenient and easy for them to walk to our
shop as it only takes 5 to 10 minutes to walk to our shop.

For the promotion, we make a special promotion since we come out with the new flavor of
the ice cream. We make the special price for the 50 first customers who buy the new flavor of our
ice cream. We promote our promotion through the social media which is through Instagram
advertisement and Facebook pages.

The next marketing mix is person we have 5 workers who work at our company. We hired
5 workers to make sure our production is faster because the demand of the ice cream is high.
There are 10 people in company organization started with the chief of director to the worker.

The process is also one of the marketing mix which is the explanation on how the process
of the product produced. So basically for the ice cream we just mix the flavor of the ice cream with
the fresh milk and ovalette then put it in the freezer than it is done to be packing. For the flavor we
mix the two flavors for example the vanilla paste and the strawberry to make the ice cream tastier
than local ice cream.

The last marketing mix is physical. The physical is the place where is the production is
process. For the beginner in the business our company is just in small place but it is convenient to
make all the process of the ice cream. we got all the complete stuff of the ice cream maker.

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3.4 Product /Service Strategy

3.4.1 Pricing Strategy

3.4.1.1 Price Policy Objectives

a) Survival and growth of company

In these days of severe competition and business uncertainties, our company has set a price
which would safeguard the welfare of the business. A particular business is always in its survival
stage. For the sake of its continued existence, it must tolerate all kinds of obstacles and
challenges from the rivals.

b) Maintaining company’s image and reputation in market

Decision making is important in pricing process because if the company set the price without
thinking about the profit and loss of the product it will be hard to maintaining company’s image
and business reputation in market.

c) Preventing competition

Unrestricted competition and lack of planning can result in wasteful duplication of resources.
The price system in competitive economy might not reflect society’s real needs. By adopting a
suitable price policy, the particular company or business can restrict the entry of other
competitors.

d) Sales maximization

A company has to set a price which assures maximum sales of the product. Company set a
price which would enhance the sale of the entire product line. If the product line is stable, then
the company can maximize the sales and gain more profit.

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3.4.1.2 Pricing Method

ICBOX Enterprise uses a perceived value pricing strategy for our ice cream business because
we consider the quality of our product make customer willingly to pay for the product. The
customers will pay according to their loyalty with our product because our products provide
flavours that are really unique and have met the customers’ expectation and satisfy.

3.4.1.3 Pricing strategy

Pricing is the most important components in any marketing strategy. Our business’s price
strategy is high price strategy and the value-oriented price strategy. High price strategy is that
we offer our product with the higher price. Customer will decide whether they want to buy our
product or not. As for the value-oriented price strategy, our company set the product with higher
price based on the quality of our product which is ice cream. This is because the high price can
make the product look more special when compared with other competitors with the same
product.

3.4.1.4 Break-Even Analysis

3.4.1.5 Payment Methods

These payment methods will make the process of the customers to buy our products going
easy. Our business accepts cash and credit card. Some of our customers are not really
consider to pay through cash but they pay using credit card instead. Furthermore, we have to be
prepared with the payment process because some unexpected problems in processing the
payment through credit card arise.

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3.4.2 Product Strategy

3.4.2.1 Product Life Cycle – characteristic and objectives

The product life cycle is the process a product goes through from when it is first
introduced into the market until it declines or is removed from the market. The life cycle has four
stages - introduction, growth, maturity and decline. While some products may stay in a
prolonged maturity state, all products eventually phase out of the market due to several factors
including saturation, increased competition, and decreased demand and dropping sales.
Additionally, companies use PLC analysis (examining their product's life cycle) to create
strategies to sustain their product's longevity or change it to meet with market demand or

developing technologies.

As for our company production of ice cream we are actually in the growth stage of
product life cycle. The growth stage is typically characterized by a strong growth in sales and
profits, and because the company can start to benefit from economies of scale in production,
the profit margins, as well as the overall amount of profit, will increase. This makes it possible
for businesses to invest more money in the promotional activity to maximize the potential of this
growth stage. We rapidly rising sales because of the customer like our product so much. Mostly
of our customer always repeat order with us and buying in huge amount. So, our objective is to
maximize market share in this stage.

In the growth stage the costs of production is reduced due to economies of scale as
production and distribution are ramped up economies of scale kick in and average per unit
costs. Since the sales of our product are raising so we are creating more profit to the company.
We are getting more profit in this stage because of the sale keep raising and customer love to
buy our ice cream. As production increases to meet demand, we are able to reduce the costs
through economies of scale and established routes to market will also become a lot more
efficient.

Customers started to be more aware about our product since that they are the early
adopters for our products and the size of market become bigger. This public awareness
increases through increased promotion from company about the awareness of product visibility
and word of mouth. However, when the market demand is increasing the competition also

46
increase. The competitors started to increase in number trying to compete with our product.
Increased competition leads to price decreases: price wars may erupt, technology may get
cheaper, or other factors can ultimately lead to falling prices.

3.4.2.2 Product life cycle – strategy

Marketing strategies used in the growth stage mainly aim to increase profits. This is the
stage of rapid market acceptance. The strategies are aimed at sustaining market growth as long
as possible. Here, the company tries to strengthen competitive position in the market. As for our
company we offer the product extension for the ice cream. We improve the flavor by adding new
flavor of the ice cream. We added more flavor of the ice cream also added for more ice cream
topping. With the new added flavors, the customer will want to try the new flavor of the ice
cream and the sale of the ice cream keep increasing and remain in the market demand.

We also improve the quality of the ice cream to be tastier than the taste before and can
satisfy our customers. For the price we remain the actual price which is RM14.00 per each
flavor of ice cream. We remain the price because we already added the new flavor for the ice
cream so the customers will still buy with us. Since the competitors’ increases in number at this
stage remain the price is okay but with the quality improved and new flavor added better. With
the price remain it is reasonable to keep demand and profits high. In the growth stage also we
enter the new market segment to meet more market demand and to increase more profit of the
product. Enter the new market segments also can attract more customers and build customer
awareness.

The next strategy is increase more intensive distributions to copes with the growing
demand. We make more marketing activity about the promotion for the new flavor ice cream.
We make an advertisement on Instagram stories to attract more customers to be more aware
with our product and being our customers. We also make a continuous post on social media like
Facebook pages so that customer keeps up to date about the production of the ice cream from
our small business. Keep posting on the social media about the product can attract more
customer to be more aware with the product. We also build new official website of the company
to easier the customer to view the entire product with the price and flavor stated detail the
website and easier them to contact us.

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3.4.2.3 Product innovation strategy

Innovation is about creating new value people are willing to use and pay for, whereas
strategy is the plan for harnessing for example marketing, operations, finance and R&D to
support achieving the competitive goal.

As for our product is ice cream we come out with the best innovation which is the flavor
of the ice cream. The flavor of the ice cream we produce is from the fresh fruits and we also
make an innovation on the topping of the ice cream. For example, the ice cream is in kiwi flavor
so we put the slices of fresh kiwi on top of the ice cream to make it more interesting and tastier
than others ice cream. We rarely see the ice cream with kiwi flavor so it is the advantage for our
product to be more attracted by customer. It is suitable for fruits lover to taste our ice cream.

The other innovation is we making the ice cream in shape. The ice cream in shape also
rarely be found in the market so we take the opportunity to make the ice cream in shape for
such as in heart shape, leaves shape, flowers shape and more shape in coming ice cream. This
kind of ice cream is more attractive because some of the customer love the product that come in
different type from the other competitors so we produce the ice cream in shape.

3.4.2.4 Packaging strategy

Packaging is the first thing that contributes to the user experience; it can set the stage
for a great user experience or damage the user's product satisfaction before they've even used
your product. Beside the quality of the ice cream, the packaging for the ice cream is also the
most important in business. This is because the first thing those customers sees or taste the
product they must see the packaging first. If the packaging is not unique and attractive the
possibilities of the customer will not buy the product is high so the packaging is like the first
impression of the product itself. Packaging must be designed to promote the benefits of the
product.

48
 For our ice cream packaging is we create a unique packaging so that customer will not
confuse with the other competitors packaging. We use the plastic container as the packaging
with the business sticker on the packaging. We create a cute and attractive business sticker to
be paste on the packaging. We put all the business detail on the sticker such as the contact
number, the name of the company, the address of our company and the social media platform
of our business to easier the customer to be contact with us for any business affairs. The
important thing is the packaging is safe to customer especially for the kid to hold the packaging.
We choose the best quality of the packaging so that there is no damage for the ice cream and
safe for the customer to hold it.

The next is we provide a functional packaging for the ice cream which is put the mini
plastic spoon come along with the packaging. We put the mini spoon on it to easier the
customer to taste the ice cream on the spot. The packaging enables them to eat easily the ice
cream because we already out the plastic spoon with the product. So, customer will not be
having a problem to eat the ice cream. We believe that if the packaging has more than one
function; ensure that it performs all of its functions. Then, we provide an easily to remove the
packaging. The packaging of the ice cream allows the costumers to remove it without damaging
the product. we will put the labeling on the packaging which how to remove the packaging
correctly so that the ice cream will not be damage, or the shape of the ice cream will be
destroyed.

3.4.3 Lead Generation Plan

Facebook
-You can visit our Facebook account that is Icbox.

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Whatsapp
Customers can hit us up or they can contact us at 0122087777 .

3.4.4 Channel Strategy

We use multichannel marketing and direct marketing to market our Ice cream and we also use
offline marketing to market our product. Our company use multichannel marketing because we

50
can target different segment of buyers, to deliver the right product in right places in the right way
at least costs. For direct marketing, we use the strategy to achieve a specific action in a
selected group of consumers.

Our company selling directly online to customers or through e-merchants which we use
our Websites to provide information and our customer can directly order the Ice cream using our
website and we deliver them by delivery method. We use website because we want delivering
the right product information and we also can give customer service on the website for customer
who asked about our product.

Our company also use social media to market our Ice cream. We use Facebook and
Instagram to post about our product. We use the social media to update to our customer about
our Ice cream promotion. We also put the promotion and events that we had on the social
media and with the updates our customer can keep updated with our company. We choose
social media because it is free marketing and we did not have to spend huge amount of money
for marketing.

For direct marketing, we use video to market our product. We use video because we
want the video will be long remembered by the public. We also use creative design to market
our product because we want to attract the customer to our product. The reason we use direct
marketing because we want the information about our product will be directly receive to our
customer. So, they can know what product that we sell and the information about our product.

Our company also use offline marketing. Our company use print ads to promote our
product. We also use brochures to spread to the public about our product. We use offline
marketing because it can save our cost for marketing purpose. So, we can use the money for
other purpose. We use offline marketing because we want to directly reach our potential
customer.

3.4.5 Market Entry

For the market entry, we decided to use the waterfall strategies

51
 starts with the idea or concept of what the customer think of the
Requirements product

Research and constantly adapt to and invent

development new idea absed on market wants

Launch the product at low price

Rapid penetration
with significant promotion to
promotion attract more customer

Stabilization

years
1 2 3 4
4.0 Financial Strategy

4.1 Financial Objective

The eventually goal for our company operation is to make a profit. The main focus for the
coming years is to gain exposure in the marketplace. Our goal was to increase profit by every
year in the future. This will help us to keep upgrading our business and have good financial
situation in the future. We also aim to increase the sales for our company, and we want to reach
more potential customer. Our company goals also want to be zero-debt company. For our
company payment system, we give various methods for our customers in making payment. We
provide QR code, cash, and online banking to make payment. We offer the QR code and online
banking payment because our company keep up to date with the trend as the world is getting
more expert in technologies.

4.2 Funding Category

52
 Loan (RM)

Maybank Chair of the Board Chief Operating Officer

Chief Financial Officer Head of Operation Creative Editor

For funding category, we make loan RM60,000 from Maybank Bank and our partner own capital
RM40,000 which is RM8,000 each partner

53
4.3 Key Components of Financial Forecast

4.3.1 Input Sheet

IceBox Sdn Bhd INPUT

LHDN Company Tax

Pre-Operative Cost
Rate 27%
Ending Inventory 0% Detail RM
EPF 11.0% Lawyer Fee -
Local Authority
SOCSO 1.5% License 300
Company
Bonus (12 Months) 1.00 Secretary Fee -

Total Pre-Operative Cost RM300 Other Fee -

Partners Capital Injection RM0 Total RM300

Year To Start 2020

The company LHDN Company tax rate is 27% and be deducted from our profit. Ending
inventory is 0%. EPF 11% be deducted from the salary staff. SOCSO is 1.5% is be given from
our company to staff. Bonus (12 Months) is 1% be given every month. Total pre-operative cost
is RM300 from Local Authority Licence RM300 and Partner Capital Injection is RM0

54
 Loan Type

Overdraft
Description Maybank Berhad Renovation Facility Total
Amount RM 60,000 RM 30,000 RM 10,000 RM 100,000
Rate 10.00% 10.00% 10.00%
Loan Period 5 10 5
Leave this cell
blank
Economic Life 10 10
Payment Per Year 12 12 12
Monthly Payments 1,275 396 212.47
Start Payment 1/1/2020 1/1/2020 1/1/2020

55
 Payroll 1 Year

Month Month Month Month Month Month Month Month Month Month Month Month
Indirect Labor Notes 1 2 3 4 5 6 7 8 9 10 11 12 TOTAL

Chair of The
Board 1 1 1 1 1 1 1 1 1 1 1 1
RM1,500 RM1,500 RM1,500 RM1,500 RM1,500 RM1,500 RM1,50 RM1,500 RM1,500 RM1,500 RM1,500 RM1,500
Salary @ Month 0
RM1,500 RM1,500 RM1,500 RM1,500 RM1,500 RM1,500 RM1,50 RM1,500 RM1,500 RM1,500 RM1,500 RM1,500 RM18,000
Total Salary 0
Chief Operating
Officer 1 1 1 1 1 1 1 1 1 1 1 1
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200
Salary @ Month 0
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM14,400
Total Salary 0
Chief Financial
Officer 1 1 1 1 1 1 1 1 1 1 1 1
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200
Salary @ Month 0
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM14,400
Total Salary 0
Head of
Operation 1 1 1 1 1 1 1 1 1 1 1 1
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200
Salary @ Month 0
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM14,400
Total Salary 0

Creative Editor 1 1 1 1 1 1 1 1 1 1 1 1
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200
Salary @ Month 0
RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,20 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM14,400
Total Salary 0
(Name of

56
Position)
Salary @ Month RM0
Total Salary RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0

RM6,300 RM6,300 RM6,300 RM6,300 RM6,300 RM6,300 RM6,30 RM6,300 RM6,300 RM6,300 RM6,300 RM6,300 RM75,600
Sub Total 0

Direct Labour Year 1

Van Driver 2 2 2 2 2 2 2 2 2 2 2 2
RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100
Salary @ Month
RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM2,200 RM26,400
Total Salary

Supervisor 1 1 1 1 1 1 1 1 1 1 1 1
RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000
Salary @ Month
RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM12,000
Total Salary

Technician 1 1 1 1 1 1 1 1 1 1 1 1
RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000
Salary @ Month
RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM12,000
Total Salary

Cashier 1 1 1 1 1 1 1 1 1 1 1 1
RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000
Salary @ Month
RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM12,000
Total Salary
(Name of Position)

Salary @ Month
RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0
Total Salary
(Name of Position)

Salary @ Month
RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0
Total Salary

Total RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM5,200 RM62,400

Total No of
Employees 10 10 10 10 10 10 10 10 10 10 10 10 -

57
Payroll Expenses 10 Years

Year
Indirect Labour Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 10

Chair of The
Board 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,500 RM1,500 RM1,500 RM1,500 RM2,100 RM2,100 RM2,100 RM2,100 RM2,500 RM2,500
Total Salary RM18,000 RM18,000 RM18,000 RM18,000 RM25,200 RM25,200 RM25,200 RM25,200 RM30,000 RM30,000
Chief Operating
Officer 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,200 RM1,200 RM1,200 RM1,200 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800
Total Salary RM14,400 RM14,400 RM14,400 RM14,400 RM21,600 RM21,600 RM21,600 RM21,600 RM21,600 RM21,600
Chief Financial
Officer 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,200 RM1,200 RM1,200 RM1,200 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800
Total Salary RM14,400 RM14,400 RM14,400 RM14,400 RM21,600 RM21,600 RM21,600 RM21,600 RM21,600 RM21,600

Head of Operation 1
Salary @ Month RM1,200 RM1,200 RM1,200 RM1,200 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800
Total Salary RM14,400 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0 RM0

Creative Editor 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,200 RM1,200 RM1,200 RM1,200 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800
Total Salary RM14,400 RM14,400 RM14,400 RM14,400 RM21,600 RM21,600 RM21,600 RM21,600 RM21,600 RM21,600

58
Sub Total RM75,600 RM61,200 RM61,200 RM61,200 RM90,000 RM90,000 RM90,000 RM90,000 RM94,800 RM94,800

59
Direct Labour Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10

Van Driver 2 2 2 2 2 2 2 2 2 2
Salary @ Month RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,100 RM1,200 RM1,200 RM1,200 RM1,200
Total Salary RM26,400 RM26,40 RM26,400 RM26,400 RM26,400 RM26,40 RM28,800 RM28,800 RM28,80 RM28,800
0 0 0

Supervisor 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,100 RM1,100 RM1,100 RM1,100
Total Salary RM12,000 RM12,00 RM12,000 RM12,000 RM12,000 RM12,00 RM13,200 RM13,200 RM13,20 RM13,200
0 0 0

Technician 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,100 RM1,100 RM1,100 RM1,100
Total Salary RM12,000 RM12,00 RM12,000 RM12,000 RM12,000 RM12,00 RM13,200 RM13,200 RM13,20 RM13,200
0 0 0

Cashier 1 1 1 1 1 1 1 1 1 1
Salary @ Month RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,000 RM1,100 RM1,100 RM1,100 RM1,100
Total Salary RM12,000 RM12,00 RM12,000 RM12,000 RM12,000 RM12,00 RM13,200 RM13,200 RM13,20 RM13,200
0 0 0

Total RM62,400 RM62,400 RM62,400 RM62,400 RM62,400 RM62,400 RM68,400 RM68,400 RM68,400 RM68,400

Total No of
Employees 10 9 9 9 9 9 9 9 9 9

60
61
4.3.2 Revenue & Cost Forecast 12 months and 10 years

12 Months

Month Month Month Month Month Month Month Month Month Month Month Month
Revenue 1 2 3 4 5 6 7 8 9 10 11 12 Total
Quantity Strawberry
Vanila 800 800 800 800 800 800 800 800 800 800 800 800 9,600
Price A (RM) @ Price RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6.00
Per Unit
Revenue Product / RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM4,800 RM57,600
Service A
Quantity Minty
Chocolate 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 12,000
Price B (RM) @ Price RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6.00
Per Unit
Revenue Product / RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM72,000
Service B
Quantity Matcha
Green Tea 700 700 700 700 700 700 700 700 700 700 700 700 8,400
Price C (RM) @ Price RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6.00
Per Unit
Revenue Product / RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM4,200 RM50,400
Service C
Quantity Espresso
Vanilla 900 900 900 900 900 900 900 900 900 900 900 900 10,800
Price D (RM) @ Price RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6.00
Per Unit
Revenue Product / RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM5,400 RM64,800
Service D

TOTAL REVENUE RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM20,400 RM244,800

Month Month Month Month Month Month Month Month Month Month Month Month
Other Cost 1 2 3 4 5 6 7 8 9 10 11 12 Total

Purchase of Raw
Materials RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM2,500 RM30,000
Production /
Manufacturing Cost RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM1,200 RM14,400
Selling Cost RM920 RM920 RM920 RM920 RM920 RM920 RM920 RM920 RM920 RM920 RM920 RM920 RM11,040
Transportation /
Logistics Cost RM12,000 RM50 RM50 RM50 RM300 RM50 RM50 RM50 RM50 RM1,000 RM50 RM50 RM13,750
Electricity RM700 RM700 RM700 RM700 RM700 RM700 RM700 RM700 RM700 RM700 RM700 RM700 RM8,400
Water RM500 RM500 RM500 RM500 RM500 RM500 RM500 RM500 RM500 RM500 RM500 RM500 RM6,000
Misc. RM0
RM0
Indirect Cost RM0
Advertising & RM780 RM780 RM780 RM780 RM780 RM780 RM780 RM780 RM780 RM780 RM780 RM780 RM9,360

62
Promotion
Unifi / Internet
Connection RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM1,800
Marketing Staff Cost RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM150 RM1,800

TOTAL INDIRECT
COST RM18,900 RM6,950 RM6,950 RM6,950 RM7,200 RM6,950 RM6,950 RM6,950 RM6,950 RM7,900 RM6,950 RM6,950 RM96,550

63
Revenue Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10
Quantity Strawberry
Vanilla 9,600 10,400 10,800 12,000 13,000 16,000 20,000 18,500 19,500 21,000
Price A (RM) RM6.00 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6
Revenue Product / RM57,600 RM62,400 RM64,800 RM72,000 RM78,000 RM96,000 RM120,00 RM111,00 RM117,00 RM126,00
Service A 0 0 0 0
Quantity Minty
Chocolate 12,000 10,400 10,600 12,400 13,000 14,500 16,000 17,000 17,800 18,200
Price B (RM) RM6.00 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6
Revenue Product / RM72,000 RM62,400 RM63,600 RM74,400 RM78,000 RM87,000 RM96,000 RM102,00 RM106,80 RM109,20
Service B 0 0 0
Quantity Matcha
Green Tea 8,400 10,400 10,800 12,600 13,700 14,400 15,200 15,500 16,200 18,400
Price C RM6.00 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6
Revenue Product / RM50,400 RM62,400 RM64,800 RM75,600 RM82,200 RM86,400 RM91,200 RM93,000 RM97,200 RM110,40
Service C 0
Quantity Espresso
Vanilla 10,800 10,200 11,400 13,000 13,800 14,200 15,600 15,000 16,400 18,200
Price D RM6.00 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6 RM6
Revenue Product / RM64,800 RM61,200 RM68,400 RM78,000 RM82,800 RM85,200 RM93,600 RM90,000 RM98,400 RM109,20
Service D 0

RM244,80 RM248,40 RM261,60 RM300,00 RM321,00 RM354,60 RM400,80 RM396,00 RM419,40 RM454,80
TOTAL REVENUE 0 0 0 0 0 0 0 0 0 0

Other Cost Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10

Purchase of Raw RM30,000 RM31,100 RM32,200 RM32,500 RM35,000 RM35,500 RM35,700 RM36,000 RM36,100
Materials 31,000
Production / RM14,400 RM14,400 RM14,600 RM14,900 RM15,100 RM15,200 RM15,500 RM15,700 RM16,700 RM16,700
Manufacturing Cost

64
Selling Cost RM11,040 RM11,040 RM11,060 RM11,200 RM11,200 RM11,600 RM11,700 RM12,100 RM12,700 RM13,000
Transportation / RM13,750 RM13,750 RM13,800 RM13,800 RM14,000 RM14,000 RM14,100 RM14,500 RM14,500 RM14,500
Logistics Cost
Electicity RM8,400 RM8,400 RM8,400 RM8,400 RM8,400 RM8,400 RM8,400 RM8,400 RM8,400 RM8,400
Water RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000 RM6,000
Misc. RM0

Indirect Cost
Advertising & RM9,360 RM11,500 RM11,900 RM12,100 RM12,300 RM12,560 RM13,104 RM13,430 RM14,400 RM15,500
Promotion
Unifi / Internet RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800
Connection
Staff Entertainment RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800 RM1,800
Cost

TOTAL INDIRECT RM100,46 RM102,20 RM103,10 RM106,36 RM107,90 RM109,43 RM112,30 RM113,80
COST RM96,550 RM99,690 0 0 0 0 4 0 0 0

65
 Y1 Y2 Y3 Y4

NPM -15.20% -7.11% -1.42% 8.43%

ROA -75.02% -101.81% 150.39% 502.97%
ROE -59.25% -39.14% -8.95% 37.91%
MROS 35.80% 35.47% 38.43% 45.73%
MROI 243.81% 231.32% 260.74% 352.70%

Y5 Y6 Y7 Y8 Y9 Y10

4.96% 10.94% 16.45% 15.45% 17.10% 21.17%

1237.93% 92.29% 59.88% 35.22% 28.92% 27.73%
19.26% 31.95% 35.20% 24.61% 22.40% 23.11%
49.00% 52.92% 56.46% 55.55% 57.34% 60.33%
400.25% 469.57% 555.96% 525.87% 554.15% 612.50%

66
 Marketing Metrics
2000.00%

1500.00%

1000.00%

500.00%

0.00%
Y1 Y2 Y3 Y4 Y5 Y6 Y7 Y8 Y9 Y10

-500.00%

NPM ROA ROE MROS MROI

67
4.3.3 Cash Flow Analysis 12 Months and 10 Years

Pro Forma Month Month Month Month Month Month Month Month Month Month Month
Cash Flow Note Month 1 2 3 4 5 6 7 8 9 10 11 12 TOTAL
Cash %/
Received RM
Cash from
Operations

Sales 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 244,800
From
Receivables
Subtotal
Cash from
Operations 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 244,800

Additional
Cash
Received
New Long
Term
Borrowing
(Equipment 10.0
& Machinery) 0% 60,000 60,000
New Long
Term
Borrowing 10.0
(Renovation) 0% 30,000 30,000
Capital
Injection
Received - -
New Short
Term
Liabilities
Overdraft 10.0
Facility 0% 10,000 10,000
Subtotal
Additional
Cash
Received 100,000 - - - - - - - - - - - 100,000
Total Cash
Received 120,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 344,800

Expenditur
es
Pre
Operative &
300
Start Up

68
Cost
Direct
Labour 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 62,400
Purchase of
Raw
Materials 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 30,000
Production /
Manufacturin
g Cost 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 14,400

Selling Cost 920 920 920 920 920 920 920 920 920 920 920 920 11,040
Transportati
on /
Logistics
Cost 12,000 50 50 50 300 50 50 50 50 1,000 50 50 13,750

Electricity 700 700 700 700 700 700 700 700 700 700 700 700 8,400

Water 500 500 500 500 500 500 500 500 500 500 500 500 6,000

Misc. - - - - - - - - - - - - -
Indirect
Labour 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 75,600
Advertising
& Promotion 780 780 780 780 780 780 780 780 780 780 780 780 9,360
Unifi /
Internet
Connection 150 150 150 150 150 150 150 150 150 150 150 150 1,800
Marketing
Staff Cost 150 150 150 150 150 150 150 150 150 150 150 150 1,800
EPF-
Government 11.0
Mandatory 0% 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 15,180
SOCSO -
Government 1.50
Mandatory % 173 173 173 173 173 173 173 173 173 173 173 173 2,070
Staff Bonus (
Months ) 1 11,500
Subtotal
Spent on
Operations 31,838 19,888 19,888 19,888 20,138 19,888 19,888 19,888 19,888 20,838 19,888 19,888 263,600

Additional
Cash Spent
Tax
Provision
Purchase
Long Term 60,000 60,000
Asset -

69
Machinery &
Equipment
Purchase
Long Term
Asset -
Renovation 30,000 30,000
Principle
Repayment
of Current
Borrowing -
Machinery &
Equipment 1,275 1,275 1,275 1,275 1,275 1,275 1,275 1,275 1,275 1,275 1,275 1,275 15,298
Principle
Repayment
of Current
Borrowing -
Renovation 396 396 396 396 396 396 396 396 396 396 396 396 4,757
Sinking
funds -
Overdraft
Facility 212 212 212 212 212 212 212 212 212 212 212 212 2,550
Subtotal
Additional
Cash Spent 91,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 1,884 112,605
Total Cash
Spent 123,721 21,771 21,771 21,771 22,021 21,771 21,771 21,771 21,771 22,721 21,771 21,771 376,205

Net Cashflow (3,321) (1,371) (1,371) (1,371) (1,621) (1,371) (1,371) (1,371) (1,371) (2,321) (1,371) (1,371) (31,405)
Cash
Balance (3,321) (1,371) (1,371) (1,371) (1,621) (1,371) (1,371) (1,371) (1,371) (2,321) (1,371) (1,371) (31,405)

70
10 Years

Pro Forma Cash Flow 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029
Cash Received
Cash from Operations

Sales 244,800 248,400 261,600 300,000 321,000 354,600 400,800 396,000 419,400 454,800

From Receivables -

Subtotal Cash from Operations 244,800 248,400 261,600 300,000 321,000 354,600 400,800 396,000 419,400 454,800

0 -

Additional Cash Received -

New Long Term Borrowing

(Equipment & Machinery) 60,000

New Long Term Borrowing

(Renovation) 30,000

Capital Injection Received -

New Short Term Liabilities

Overdraft Facility 10,000
Subtotal Additional Cash
Received 100,000 - - - - - - - - -

Total Cash Received 344,800 248,400 261,600 300,000 321,000 354,600 400,800 396,000 419,400 454,800

0 -

Expenditures -

Pre Operative & Start Up Cost 300

Direct Labour 62,400 62,400 62,400 62,400 62,400 62,400 68,400 68,400 68,400 68,400

Purchase of Raw Materials 30,000 31,000 31,100 32,200 32,500 35,000 35,500 35,700 36,000 36,100

Production / Manufacturing Cost 14,400 14,400 14,600 14,900 15,100 15,200 15,500 15,700 16,700 16,700

Selling Cost 11,040 11,040 11,060 11,200 11,200 11,600 11,700 12,100 12,700 13,000
Transportation / Logistics Cost

71
 13,750 13,750 13,800 13,800 14,000 14,000 14,100 14,500 14,500 14,500

Electricity 8,400 8,400 8,400 8,400 8,400 8,400 8,400 8,400 8,400 8,400

Water 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000

Misc. - - - - - - - - - -

Indirect Labour 75,600 61,200 61,200 61,200 90,000 90,000 90,000 90,000 94,800 94,800

Advertising & Promotion 9,360 11,500 11,900 12,100 12,300 12,560 13,104 13,430 14,400 15,500

Unifi / Internet Connection 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800

Marketing Staff Cost 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800

EPF- Government Mandatory 15,180 13,596 13,596 13,596 16,764 16,764 17,424 17,424 17,952 17,952
SOCSO - Government
Mandatory 2,070 1,854 1,854 1,854 2,286 2,286 2,376 2,376 2,448 2,448

Staff Bonus ( Months ) 11,500 10,300 10,300 10,300 12,700 12,700 13,200 13,200 13,600 13,600

Subtotal Spent on Operations 263,600 249,040 249,810 251,550 287,250 290,510 299,304 300,830 309,500 311,000

0 -

Additional Cash Spent -

Tax Provision 9,353 5,887 14,347 24,391 22,622 26,532 35,610

Purchase Long Term Asset -

Machinery & Equipment 60,000

Purchase Long Term Asset -

Renovation 30,000
Principle Repayment of Current
Borrowing - Machinery &
Equipment 15,298 15,298 15,298 15,298 15,298 - - - - -

Principle Repayment of Current

Borrowing -Renovation 4,757 4,757 4,757 4,757 4,757 - - - - -
Sinking funds - Overdraft
Facility 2,550 2,550 2,550 2,550 2,550 - - - - -

Subtotal Additional Cash Spent 112,605 22,605 22,605 31,958 28,492 14,347 24,391 22,622 26,532 35,610

Total Cash Spent 376,205 271,645 272,415 283,508 315,742 304,857 323,695 323,452 336,032 346,610

Net Cashflow (31,405) (23,245) (10,815) 16,492 5,258 49,743 77,105 72,548 83,368 108,190
-
Cash Balance 3140494% (54,650) (65,465) (48,973) (43,714) 6,029 83,134 155,682 239,050 347,240

72
73
4.3.4 Profit and Loss 12 Months and 10 Years

Pro Forma Profit and No Month Month Month Month Month Month Month Month Month Month Month Month
Loss tes 1 2 3 4 5 6 7 8 9 10 11 12 TOTAL
RM RM RM RM RM RM RM RM RM RM RM RM RM
Sales 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 20,400 244,800

Beginning Inventory
Add: Direct Cost

Direct Labour 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 5,200 62,400
Purchase of Raw
Materials 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 30,000
Production /
Manufacturing Cost 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 14,400

Selling Cost 920 920 920 920 920 920 920 920 920 920 920 920 11,040
Transportation /
Logistics Cost 12,000 50 50 50 300 50 50 50 50 1,000 50 50 13,750

Electricity 700 700 700 700 700 700 700 700 700 700 700 700 8,400

Water 500 500 500 500 500 500 500 500 500 500 500 500 6,000

Misc. - - - - - - - - - - - - -
Total Direct Cost
( TDC ) 23,020 11,070 11,070 11,070 11,320 11,070 11,070 11,070 11,070 12,020 11,070 11,070 145,990
Less: Ending 0
Inventory % - - - - - - - - - - - - -

Cost Of Goods Sold 23,020 11,070 11,070 11,070 11,320 11,070 11,070 11,070 11,070 12,020 11,070 11,070 145,990

-
Gross Margin 2,620 9,330 9,330 9,330 9,080 9,330 9,330 9,330 9,330 8,380 9,330 9,330 98,810
-
Gross Margin (%) 12.84% 45.74% 45.74% 45.74% 44.51% 45.74% 45.74% 45.74% 45.74% 41.08% 45.74% 45.74% 40.36%
Operating Expenses:
Pre Operative & Start
Up Cost 300
Indirect Labour

74
 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 75,600
Advertising &
Promotion 780 780 780 780 780 780 780 780 780 780 780 780 9,360
Unifi / Internet
Connection 150 150 150 150 150 150 150 150 150 150 150 150 1,800

Marketing Staff Cost 150 150 150 150 150 150 150 150 150 150 150 150 1,800
EPF- Government
Mandatory 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 1,265 15,180
SOCSO - Government
Mandatory 173 173 173 173 173 173 173 173 173 173 173 173 2,070
Staff Bonus
( Months ) 11,500
Depreciation
(Renovation) 250 250 250 250 250 250 250 250 250 250 250 250 3,000
Depreciation
(Machinery &
Equipments) 500 500 500 500 500 500 500 500 500 500 500 500 6,000

Total Operating
Expenses ( TOE ) 9,568 9,568 9,568 9,568 9,568 9,568 9,568 9,568 9,568 9,568 9,568 9,568 126,610
(12,188
EBITDA ) (238) (238) (238) (488) (238) (238) (238) (238) (1,188) (238) (238) (27,800)
Less Interest Expense
Interest (Renovation) 250 249 248 246 245 244 243 241 240 239 237 236 2,917
Interest (Machinery &
Equipments) 500 494 487 480 474 467 460 454 447 440 433 426 5,562
Interest (Overdarft
Facility) 83 82 81 80 79 78 77 76 74 73 72 71 927
(13,02 (1,017 (1,008 (37,206
EBTDA 1) (1,062) (1,053) (1,044) (1,285) (1,026) ) ) (999) (1,939) (980) (970) )
27
Less: Taxes %
Less: Extraordinary
Items

(13,021
Net Profit After Taxes ) (1,062) (1,053) (1,044) (1,285) (1,026) (1,017) (1,008) (999) (1,939) (980) (970) (37,206)
RM
(13,021 RM RM RM RM RM RM RM RM RM RM RM RM
Earnings ) (1,062) (1,053) (1,044) (1,285) (1,026) (1,017) (1,008) (999) (1,939) (980) (970) (37,206)
-
Net Profit / Sales 63.83% -5.21% -5.16% -5.12% -6.30% -5.03% -4.99% -4.94% -4.90% -9.51% -4.80% -4.76% -15.20%

75
 Pro Forma Profit
and Loss 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029
RM RM RM RM RM RM RM RM RM RM
Sales 244,800 248,400 261,600 300,000 321,000 354,600 400,800 396,000 419,400 454,800

Beginning Inventory - - - - - - - - -

Add: Direct Cost -

Direct Labour 62,400 62,400 62,400 62,400 62,400 62,400 68,400 68,400 68,400 68,400
Purchase of Raw
Materials 30,000 31,000 31,100 32,200 32,500 35,000 35,500 35,700 36,000 36,100
Production /
Manufacturing Cost 14,400 14,400 14,600 14,900 15,100 15,200 15,500 15,700 16,700 16,700

Selling Cost 11,040 11,040 11,060 11,200 11,200 11,600 11,700 12,100 12,700 13,000
Transportation /
Logistics Cost 13,750 13,750 13,800 13,800 14,000 14,000 14,100 14,500 14,500 14,500

Electricity 8,400 8,400 8,400 8,400 8,400 8,400 8,400 8,400 8,400 8,400

Water 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000

Misc. - - - - - - - - - -
Total Direct Cost
( TDC ) 145,990 146,990 147,360 148,900 149,600 152,600 159,600 160,800 162,700 163,100
Less: Ending
Inventory - - - - - - - - - -

Cost Of Goods Sold 145,990 146,990 147,360 148,900 149,600 152,600 159,600 160,800 162,700 163,100

- -

Gross Margin 98,810 101,410 114,240 151,100 171,400 202,000 241,200 235,200 256,700 291,700
Gross Margin (%) 40.36% 40.83% 43.67% 50.37% 53.40% 56.97% 60.18% 59.39% 61.21% 64.14%

Operating Expenses: -
Pre Operative & Start

76
Up Cost 300

Indirect Labour 75,600 61,200 61,200 61,200 90,000 90,000 90,000 90,000 94,800 94,800
Advertising &
Promotion 9,360 11,500 11,900 12,100 12,300 12,560 13,104 13,430 14,400 15,500
Unifi / Internet
Connection 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800

Marketing Staff Cost 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800
EPF- Government
Mandatory 15,180 13,596 13,596 13,596 16,764 16,764 17,424 17,424 17,952 17,952
SOCSO -
Government
Mandatory 2,070 1,854 1,854 1,854 2,286 2,286 2,376 2,376 2,448 2,448
Staff Bonus
( Months ) 11,500 10,300 10,300 10,300 12,700 12,700 13,200 13,200 13,600 13,600
Depreciation
(Renovation) 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000
Depreciation
(Machinery &
Equipments) 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000

- -
Total Operating 111,05 148,70 155,80
Expenses ( TOE ) 126,610 0 111,450 111,650 146,650 146,910 4 149,030 0 156,900
EBITDA (27,800) (9,640) 2,790 39,450 24,750 55,090 92,496 86,170 100,900 134,800
Less Interest Expense
Interest
(Renovation) 2,917 2,724 2,512 2,276 2,017 1,954 2,158 2,384 2,634 2,910
Interest (Machinery
& Equipments) 5,562 4,542 3,416 2,172 797 - - - - -
Interest (Overdarft
Facility) 927 757 569 362 133 - - - - -
(17,664
EBTDA (37,206) ) (3,707) 34,640 21,803 53,136 90,338 83,786 98,266 131,890

Less: Taxes 9,353 5,887 14,347 24,391 22,622 26,532 35,610

Less: Extraordinary
Items

77
Net Profit After Taxes (37,206) (17,664) (3,707) 25,287 15,916 38,789 65,946 61,163 71,734 96,280
RM RM RM RM RM RM RM RM RM RM
Earnings (37,206) (54,870) (58,577) (33,290) (17,373) 21,416 87,362 148,526 220,260 316,540
Net Profit / Sales -15.20% -7.11% -1.42% 8.43% 4.96% 10.94% 16.45% 15.45% 17.10% 21.17%

78
79
4.3.5 Balance Sheet 10 Years

Items 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

Assets

Current Assets

Cash (RM31,405) (54,650) (65,465) (48,973) (43,714) 6,029 83,134 155,682 239,050 347,240

Inventories - - - - - - - - - -

Total Current
Assets (31,405) (54,650) (65,465) (48,973) (43,714) 6,029 83,134 155,682 239,050 347,240

Net Fixed Assets

Renovation 27,000 24,000 21,000 18,000 15,000 12,000 9,000 6,000 3,000 -
Equipment &
Machinery 54,000 48,000 42,000 36,000 30,000 24,000 18,000 12,000 6,000 -

Total Net Fixed

Assets 81,000 72,000 63,000 54,000 45,000 36,000 27,000 18,000 9,000 -
RM110,13 RM347,24
Total Assets RM49,595 RM17,350 (RM2,465) RM5,027 RM1,286 RM42,029 4 RM173,682 RM248,050 0
Liabilities and
Equity

Current Liabilities

Overdraft Facility 8,377 6,585 4,604 2,417 - - - - - -

Long Term
Liabilities
Equipment &
Machinery 50,264 39,508 27,626 14,500 - - - - - -

Renovation 28,160 26,127 23,881 21,400 18,659 20,613 22,771 25,156 27,790 30,700

Total Liabilities 86,801 72,220 56,112 38,317 18,659 20,613 22,771 25,156 27,790 30,700

80
Equities

Owner Investment - - - - - - - - - -

Earnings (37,206) (54,870) (58,577) (33,290) (17,373) 21,416 87,362 148,526 220,260 316,540

Total Equities (37,206) (54,870) (58,577) (33,290) (17,373) 21,416 87,362 148,526 220,260 316,540

Total Liabilities & RM110,13 RM347,24

Equities RM49,595 RM17,350 (RM2,465) RM5,027 RM1,286 RM42,029 4 RM173,682 RM248,050 0

Net Worth (RM37,206) (RM54,870) (RM58,577) (RM33,290) (RM17,373) RM21,416 RM87,362 RM148,526 RM220,260 RM316,540

81
4.3.6 Financial Performance – 10 Years Financial Ratio Analysis and Graph

INCOME FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09 FY 10
STATEMENT
Revenue RM244,800.0 RM248,400.0 RM261,600.0 RM300,000.0 RM321,000.0 RM354,600.0 RM400,800.0 RM396,000.00 RM419,400.00 RM454,800.0
0 0 0 0 0 0 0 0
Other Revenue

Total Income 244,800 248,400 261,600 300,000 321,000 354,600 400,800 396,000 419,400 454,800

COGS 145,990 146,990 147,360 148,900 149,600 152,600 159,600 160,800 162,700 163,100

Gross Margin 98,810 101,410 114,240 151,100 171,400 202,000 241,200 235,200 256,700 291,700

Gross Profit Margin 40.36% 40.83% 43.67% 50.37% 53.40% 56.97% 60.18% 59.39% 61.21% 64.14%

EBITD (RM27,800.00 (RM9,640.00) RM2,790.00 RM39,450.00 RM24,750.00 RM55,090.00 RM92,496.00 RM86,170.00 RM100,900.00 RM134,800.0
) 0
Operating Profit -11.36% -3.88% 1.07% 13.15% 7.71% 15.54% 23.08% 21.76% 24.06% 29.64%
Margin
Interest 9,406 8,024 6,497 4,810 2,947 1,954 2,158 2,384 2,634 2,910

Taxation 9,353 5,887 14,347 24,391 22,622 26,532 35,610

NPAT (RM37,205.92 (RM17,663.81 (RM3,706.97) RM25,287.01 RM15,916.25 RM38,789.38 RM65,946.41 RM61,163.44 RM71,734.07 RM96,279.71
) )
Net Profit Margin -15.20% -7.11% -1.42% 8.43% 4.96% 10.94% 16.45% 15.45% 17.10% 21.17%

BALANCE SHEET FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09 FY 10

Current Assets
Cash (31,405) (54,650) (65,465) (48,973) (43,714) 6,029 83,134 155,682 239,050 347,240

Inventories 0 0 0 0 0 0 0 0 0 0

Total Current Assets (RM31,404.94 (RM54,649.89 (RM65,464.83 (RM48,972.51 (RM43,714.28 RM6,028.96 RM83,133.82 RM155,681.73 RM239,049.95 RM347,239.6
) ) ) ) ) 5

Long-term Assets
Gross Fixed Asset 90,000 81,000 72,000 63,000 54,000 45,000 36,000 27,000 18,000 9,000

Less: Depreciation 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000

82
Net Fixed Assets 81,000 72,000 63,000 54,000 45,000 36,000 27,000 18,000 9,000 0

Other Investments

Total Long-term RM81,000.00 RM72,000.00 RM63,000.00 RM54,000.00 RM45,000.00 RM36,000.00 RM27,000.00 RM18,000.00 RM9,000.00 RM0.00
Assets

Total Assets RM49,595 RM17,350 (RM2,465) RM5,027 RM1,286 RM42,029 RM110,134 RM173,682 RM248,050 RM347,240

Current Liabilities
Working Capital RM8,377.32 RM6,584.72 RM4,604.42 RM2,416.75 RM0.00 RM0.00 RM0.00 RM0.00 RM0.00 RM0.00

Total Current RM8,377.32 RM6,584.72 RM4,604.42 RM2,416.75 RM0.00 RM0.00 RM0.00 RM0.00 RM0.00 RM0.00
Liabilities

Long-term Liabilities RM78,423.66 RM65,635.12 RM51,507.46 RM35,900.44 RM18,659.17 RM20,613.03 RM22,771.48 RM25,155.95 RM27,790.11 RM30,700.10

Total Liabilities RM86,800.98 RM72,219.84 RM56,111.87 RM38,317.19 RM18,659.17 RM20,613.03 RM22,771.48 RM25,155.95 RM27,790.11 RM30,700.10

Paid-in Capital RM100,000.0 RM100,000.0 RM100,000.0 RM100,000.0 RM100,000.0 RM100,000.0 RM100,000.0 RM100,000.00 RM100,000.00 RM100,000.0
0 0 0 0 0 0 0 0
Retained Earnings (RM37,205.92 (RM54,869.73 (RM58,576.71 (RM33,289.70 (RM17,373.45 RM21,415.93 RM87,362.34 RM148,525.78 RM220,259.84 RM316,539.5
) ) ) ) ) 5

Total Common Equity RM62,794.08 RM45,130.27 RM41,423.29 RM66,710.30 RM82,626.55 RM121,415.9 RM187,362.3 RM248,525.78 RM320,259.84 RM416,539.5
3 4 5

Total Equity and RM149,595.0 RM117,350.1 RM97,535.17 RM105,027.4 RM101,285.7 RM142,028.9 RM210,133.8 RM273,681.73 RM348,049.95 RM447,239.6
Liabilities 6 1 9 2 6 2 5
Metrics

Share Outstanding 100,000 100,000 100,000 100,000 100,000 100,000 100,000 100,000 100,000 100,000
(Units)
Annual Tax Rate 27% 27% 27% 27% 27% 27% 27% 27% 27% 27%

Cost of Borrowing 8.50% 8.50% 8.50% 8.50% 8.50% 8.50% 8.50% 8.50% 8.50% 8.50%

Current Ratio (3.75) (8.30) (14.22) (20.26) #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!

Day Sales 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Outstanding
Fixed Asset Turnover 3.02 3.45 4.15 5.56 7.13 9.85 14.84
22.00 46.60
Total Asset Turnover 4.94 14.32 (106.13) 59.67 249.67 8.44 3.64 2.28 1.69 1.31

Debt Ratio 175.0% 416.3% -2276.5% 762.2% 1451.3% 49.0% 20.7% 14.5% 11.2% 8.8%

83
Time Interest Earned (2.96) (1.20) 0.43 8.20 8.40 28.20 42.85 36.14 38.30 46.32

Gross Margin 40.36% 40.83% 43.67% 50.37% 53.40% 56.97% 60.18% 59.39% 61.21% 64.14%

Operating Profit -11.36% -3.88% 1.07% 13.15% 7.71% 15.54% 23.08% 21.76% 24.06% 29.64%
Margin
Net Profit Margin -15.20% -7.11% -1.42% 8.43% 4.96% 10.94% 16.45% 15.45% 17.10% 21.17%

Return on Total -75.02% -101.81% 150.39% 502.97% 1237.93% 92.29% 59.88% 35.22% 28.92% 27.73%
Assets
Return on Common -59.25% -39.14% -8.95% 37.91% 19.26% 31.95% 35.20% 24.61% 22.40% 23.11%
Equity
Net Marketing RM87,650 RM88,110 RM100,540 RM137,200 RM157,300 RM187,640 RM226,296 RM219,970 RM240,500 RM274,400
Contribution
Marketing Return On 35.80% 35.47% 38.43% 45.73% 49.00% 52.92% 56.46% 55.55% 57.34% 60.33%
Sales (MROS)
Marketing Return On 243.81% 231.32% 260.74% 352.70% 400.25% 469.57% 555.96% 525.87% 554.15% 612.50%
Investment (MROI)
Basic Earning Power -56.05% -55.56% -113.19% 784.69% 1924.99% 131.08% 83.99% 49.61% 40.68% 38.82%

Net Worth (RM37,206) (RM54,870) (RM58,577) (RM33,290) (RM17,373) RM21,416 RM87,362 RM148,526 RM220,260 RM316,540

EPS (RM0) (RM0) (RM0) RM0 RM0 RM0 RM1 RM1 RM1 RM1

Book Value Per Share RM1 RM0 RM0 RM1 RM1 RM1 RM2 RM2 RM3 RM4

Net Operating (RM39,782) (RM61,235) (RM70,069) (RM51,389) (RM43,714) RM6,029 RM83,134 RM155,682 RM239,050 RM347,240
Working Capital
Total Operating RM41,218 RM10,765 (RM7,069) RM2,611 RM1,286 RM42,029 RM110,134 RM173,682 RM248,050 RM347,240
Capital (NOWC+NFA)
Net Operating Profit (RM20,294) (RM7,037) RM2,037 RM28,799 RM18,068 RM40,216 RM67,522 RM62,904 RM73,657 RM98,404
After Taxes (NOPAT)
Operating CF (RM11,294) RM1,963 RM11,037 RM37,799 RM27,068 RM49,216 RM76,522 RM71,904 RM82,657 RM107,404
(NOPAT+Depreciation
)

84
Capital Budgeting Payback

IO (RM100,000.0) RM100,000.0

CF 1 RM244,800.0 (RM144,800.0) 1

CF 2 RM248,400.0

CF 3 RM261,600.0

CF 4 RM300,000.0 Years 1.00

CF 5 RM321,000.0

CF 6 RM354,600.0

CF 7 RM400,800.0

CF 8 RM396,000.0

CF 9 RM419,400.0

CF 10 RM454,800.0

Cost of Capital 10% 15%

Duration 10.00

NPV RM1,702,167

IRR 248%

MIRR 51%

Total Revenue (10 years) RM3,401,400.0

Total NPAT (10 years) RM316,539.6

85
5.0 Control

5.1 Marketing Organization

CHAIR OF THE BOARD

RAFA AFAIZAL

CHIEF OF FINANCIAL OFFICER CHIEF OF OPERATING OFFICER

MUHAMMAD NUR ALIF SYARIFAH NUR SYAZANI

VP ACCOUNTING
FINANCE AUGUST SUPERVISOR

VICTORIA BERGQVIST ALEXANDER

LINDQVIST

HEAD OF OPERATION CREATIVE DIRECTOR

FATIN NUR AINU NAJWA AMIR FADLY

VP
GRAPHIC
HELP DESK TECHNOLOGY
DESIGNER
ANGELICA ALEXANDER
VICTORIA
ASTROM MARTENSSON
AMBER

86
5.1.3 Marketing Department Human Resource Deployment

A) Functions of Creative Director

 Manage the creative process from concept to completion

 Translate marketing objectives into clear creative strategies.
 Lead and direct the creative team in the production of all marketing collateral.
 Meet with clients or upper management to explain campaign strategies and solutions.
 Manage and cultivate the career development of staff members, including designers, art
directors, copywriters, photographers and web developers.

B) Functions of Head of Operation

 Creating strategies with senior management.

 Developing policies that will correlate with strategies.
 Managing all IT solutions.
 Managing customer service and ensuring customer retention.
 Implementing effective processes and standards.

C) Functions of Help Desk

 Responding to queries via chat or phone

 Training other staff members on troubleshooting and diagnosing problems
 Providing technical assistance and other computer systems
 Following up with customers to ensure full resolution of issues
 Running reports to analyze common complaints and problems

D) Functions of Supervisor

 Monitor and supervise the timely arrival of scheduled employees, with aware of unforeseen
challenges such as scheduling
 Establish tasks for employees to ensure a clean workplace includes stocking supplies and
maintaining clean restrooms and public spaces.
 Ensure company goals and objectives are being met by each employee and provide feedback
 Oversee and administer tests to ensure employees have a firm understanding of company policy

87
5.2 Implementation Plan

5.2.1 Milestones

ID Tasks Resources (Persons) Budget Allocated

1
Financial and Marketing budget Chief Financial Officer 10,000
2 Transportation Chair of The Board 2,500
3 Furniture Chief Operating Officer 15,000
4 Advertising Head Of Operation 10,000
5 Head Of Operation
Ice cream Machinery 15,000
6 Others Chair of The Board 1,500
7 Promotion Chief Operating Officer 7,500
Upgrading in product
8
packaging Creative Director 3,500

Month Month Month Month Month Month Month Month Month Month Month
1 2 3 4 5 6 7 Month 8 9 10 11 12

Complete
Work In Progress Remaining Work d

88
5.2.2 Critical Path

RAW ORDER KEEP IN

MATERIALS MATERIALS TOUCH WITH
SHORTAGE EARLIER SUPPLIERS
DECREASING INCREASING
IN SALES IN SALES
PRODUCT REMADE THE UPDATE
FAILURE PRODUCT VARIETY OF
THE PRODUCT

LACK OF
MOTIVATION

Critical path is where the particular business has to deal with. In our company, our
problem is decreasing in sales. The reasons why there are decreasing in our sales is the
shortage of raw materials. For our ice cream, we need the raw materials because our ice cream
needs some fresh raw materials such as dairy products and flavoring. Next is product failure. As
for ice cream, if we do not pay attention in the ice cream making process, it can ruin the texture
of the ice cream and the freshness of the ice cream. Lack of motivation also one of the reasons
why there are decreasing in sales. Without motivation, there will be no business or sales. The
sales representative should be provided with training program on how to attract customers’
loyalty and trust.

5.3 Scenario Analysis And Tactics

Positive analysis

In the future, our ice cream becomes famous among the other ice cream business
because of our quality taste and nice packaging. The customer is getting bigger than before
because our ice cream is getting high demand in the market because the economy becomes
more stable nowadays. From this situation our profit is also increasing due to the high demand

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of ice cream. The customer started to know our product and become our loyal customer. The
next is our company which is ICBOX Enterprise become a strong brand in the market. The ice
cream that we produce is able to meet the customer wants and become the higher demand of
production. We build a strong branding of the ice cream and able to compete with the other
business. From this situation also our company able to get the customer trust because of the
quality of the ice cream that we produce is way better than other competitors.

Negative Analysis

In future, our products become less order from the customer because there is higher
number of competitors in market that compete with our production of the ice cream. The
competitors grow higher in the market that’s making our product getting less attention from the
customers. This has been affected our production of the ice cream. When the production is
affected our company might loss more profit than gaining the profit. The customer goes to the
another competitor because of the price offered by the competitors is more affordable than our
price. Since the economy is not so stable so the customer more attracted to the competitors
who is selling the ice cream with the low price.

As a solution for the problem above we come out with another improvise in flavor of the
ice cream. We add more flavor that make customer love the ice cream which is tastier and more
variant of the flavor so that the customer will have many choices of the ice cream. We also
offered a low price so that we can compete with the other competitors. We make more
advertisement on the social media can get engaged with the customer closely by doing a
promotion of the new flavor released.

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