6.

Marketing Plan

6.1 Marketing Objectives

Marketing strategy might enhance a newly established firm. We may define the target market for
this business effort, start establishing success targets, and create a vision and purpose that are in
accordance with the marketing objectives. Making sure clients are aware of the appearance and
accessibility of the new service is essential. Additionally, it may be helpful in determining the price
range for a newcomer and precisely defining the target market for this company's study, either in
terms of population or various locations.

6.2 Description of products

The Ez-Mart is a store where locals may buy various of snacks and drinks. Our store sells
different kind of snacks in a variety of company, including choclate, drinks and snack company.
Because it makes local easy to find the specific kind of snack or beverage. However, this will
be very expensive for them monetarily, therefore we choose to open the smallest to cut costs.
In contrast to normal stores where customers can only buy in packages to take home, online
retailers allow customers to buy in package or select to eat immediately in the store.

6.3 Target market

Market segmentation is the process of classifying or dividing a market of potential

buyers based on several factors. The segments are made up of consumers who
have characteristics in common, such as shared hobbies, needs, or geography,
and who react to marketing efforts similarly. Its objective is to make sure that
businesses can segment their clientele in order to more successfully market their
products and services.

The target market is divided into groups based on similar qualities in this
procedure so that we may concentrate on meeting their demands and then boost
sales by luring customers who share these target markets' traits.

• Demographic segmentations

• Geographic segmentations
6.3.1 Demographic segmentations

A market is divided into segments depending on factors including age, race, religion,
 gender, family size, ethnicity, income, and education. A corporation can better target its
clients by segmenting demographics into different markets. For our business and the
development of sales materials, people of all ages and genders are suitable. Based on
their tastes and interests, everyone may discover food and beverages at our shop.
Customers are free to choose their own menu items, decide whether to eat at the
establishment or order takeaway, and pay the fixed sum.

6.3.2 Geographic segmentation

Geographic segmentation is the separation of a company’s market depending

on location. A market may be divided into cities, counties, regions, countries and
international territories. Markets classified into three types: urban, suburban and
rural. Using this segmentation, we may determine product that the client in certain
place needs. We have chosen the mini mart as the company’s site, which is
situated at Ez-Mart Kolej intan Uitm Pulau Pinang, Jalan Permatang Pauh
Kampung Tok Ebot, 13700 Permatang Pauh , Pulau Pinang. Its strategic location
in the Uitm's heart, surrounded by the café and student dormitory.

6.4 Market Trend & Market Size

6.4.1 Market Trend

As the population of the area grew as a result of the students who started advanced
they study there, due to the rise in demand, which is primarily from teens who are
students and workers, the need for coffee, dessert, and pastries as well as places to
hang out expanded. It presents a chance for us to perhaps offer substantial amounts
of food each day. The community's interest in coffee and pastries and the lifestyle that
follows current trends are expected to lead to an increase in the production of pastries
of different forms and flavours. It will consequently lead to favourable customer
feedback for our store.
 6.4.2 Market Size

110059
116045

Population Male student at UITM

SEM 1 SEM 2 SEM 3 SEM 4

Area Person

Male Dorm at 430

UITM

➢ Population × Average Price = Market Size

➢ 430 × 25 10,750 (Market Size)

➢ Our sales forecast is 50% from market size

➢ 10,750 × 50% = 5,375(per year)
➢ From sales forecasting we would be able to generate how many customers peryear.
 ➢ Our food and price are about RM5 for a set of drinks and food.
5375
➢ = 1,075 customers per year
5

1075
➢ = 90 customers per month (RM450 per month).
12

90
➢ = 4 customers per day
23

No. Menu Estimates Total Estimated Total

Sales/Monthly (RM) Estimated
Sales Per
Sales/Yearly
Person
(Rm)
(RM)

322.50
1. Food and Drink 5 450

Sales Forecast

We assuming that our business will rise by 3% in year 2 because of the hype and fall by 7% in year 3. By doing
this, our business can decide to take steps to boost sales, such as introducing new products or increasing
marketing efforts to avoid the worst.

4
 Sales
Forecast

Year 1 Year 2 Year 3

(+3% over (+15% over
year 1) year 2)

Sales RM RM RM

Snack and RM5,375 RM5,536.25 RM6,366.80

Beverage

Total RM5,375 RM5,536.25 RM6,366.80

Sales

Remuneration Schedule

POSITION No. Monthly EPF SOCSO Total

Salary Contribution Contribution

(RM) (RM) (RM) (RM)

General Manager 1 3350.00 328.50 65.70 3744.20
Administration Manager 1 2320.00 190.80 38.16 2548.96
Financial Manager 1 3230.00 317.70 63.54 3611.24
TOTAL 3 8,900.00 837.00 167.40 9,904.40

5
Market Stratergy

Distribution Strategy

- Everyone has a designated workplace, especially for personnel who handle receiver orders and packaging. Since
we prepared the customer's order immediately, we needed the assistance of every staff member when preparing
the order. In order to ensure that no errors are made when the orders are packaged and the customer is satisfied,
we have also trained all of our staff the recipes for our snack and beverages.

Price strategy

On the entry-level and ceiling prices of our competitors, we base our price. Customers typically seek out the least
expensive service, but we must also assess our capacity for preparation. In order to make sure that we are
competitive, we decided to compare our rates against those of other mart shops on the market.

Promotion Strategy

One of our marketing strategies involves sending a tester to a social media personality so they may tell their
audience the truth about our products. In our industry, this tactic is crucial because customers are always looking
to check out new products that are available on social media. In addition, we have our own websites, Twitter
accounts, Instagram accounts, Tiktok accounts, and a business account number via which customers can place
orders.

Technology today has a huge impact on businesses, and it is also the most practical way for customers to do so
because people use social media to maximise their waking hours.

6
7 Operational Plan
7.1 Process Planning for Manufacturing
7.1.1 Process flow chartActivity flow
chart

OPERATION LAYOUT

7
PRODUCTION CAPACITY PLANNING

INFORMATION CALCULATION

Total of working days 23 Days

Numbers of Customers in a Month 90 Customers

Daily Customers 90 / 23 days = 4 Customers

No. of male Population in Uitm 430

Permatang Pauh

Sales Forecast Monthly RM 5.00 x 90 = RM 450

Sales Forecast Yearly RM 450 x 12 Months = RM5,400

(430 x RM5) x 3%
Market Size
= RM 64.50 per year

8
 MATERIAL REQUIREMENT PLANNING

Disposable Packaging Materials

TOTAL
SAFETY TOTAL
MATERIAL QUANTITY MATERIAL PRICE/UNIT
STOCK PRICE
REQUIREMENT

Drinking Cup 1000 200 1200 RM 0.37 RM 444.00

Plastic
1000 200 1200 RM 0.13 RM 156.00
Cutlery

Straw 1000 200 1200 RM 0.03 RM 36.00

Tissue 1000 cartons 500 1500 RM 2.00 RM 3,000.00

Paper Bag
1000 500 1500 RM 0.50 RM 750.00
(Packaging)

Plastic
Container 2000 500 2500 RM 0.20 RM 500.00
(Sauce)

TOTAL RM 4,886.00

No. of Customer Per Unit

1 RM 3.23

9
Raw Materials

TOTAL
INGREDIENTS QUANTITY MULTIPLY PRICE/UNIT
PRICE

Butter 500g x 100/pcs X RM 5.50 RM 550.00

All Purpose Flour 1kg x 60/pcs X RM 2 RM 120.00

Sugar 1kg x 60/pcs X RM 2.80 RM 84.00

Salt 1kg x 60/pcs X RM 2 RM120.00

Egg 40 trays X RM 13/tray RM 520.00

Vanilla Extract 1kg x 20/pcs X RM 50 RM 1000.00

Water - - -

TOTAL RM2,394.00

The ingredients are for 1-month productions.

10
For Each Serving We Serve 300g of Churros (1 Serving)

INGREDIENTS PRICE PER SERVING / 300G

300g All Purpose Flour RM 0.60

150g Butter RM 0.42

4g Salt RM 0.01

75g Sugar RM 0.20

1 Teaspoon of Vanilla RM 0.20

3 Eggs RM 1.30

280 Millilitre Water -

TOTAL RM 2.73

The ingredients are for 1 serving.

11
 MACHINE & EQUIPMENT PLANNING

ITEMS QUANTITY PRICE PER UNIT TOTAL COST

Churros Maker 1 RM 2,150.00 RM 2,150.00

Fryer 2 RM 150.00 RM 300.00

Chiller 1 RM 2,000.00 RM 2,000.00

Vacuum 1 RM 200.00 RM 200.00

Stove 1 RM 6,900.00 RM 6,900.00

Drink Dispenser 1 RM 1,500.00 RM 1,500.00

Stainless Steel Cabinet 2 RM 799.00 RM 1,598.00

Cashier Machine 1 RM 2,200.00 RM 2,200.00

Measuring Cups 5 RM 5.00 RM 25.00

Spatula 5 RM 5.00 RM 25.00

Whisk 5 RM 5.00 RM 25.00

Scissors 2 RM 5.00 RM 10.00

Knife 5 RM 25.00 RM 125.00

Tray 10 RM 40.00 RM 400.00

Parchment Paper 10 (10pcs/set) RM 3.00 RM 30.00

Menu’s Board 2 RM 70.00 RM 140.00

Flour Sifter 2 RM 25.00 RM 50.00

Kitchen Towel 10 RM 2.00 RM 20.00

Stainless Steel Pot 5 RM 200.00 RM 1,000.00

Sauce Bottle 5 RM 15.00 RM 75.00

TOTAL RM 20,548.00.

12
SUPPLIER OF MACHINES AND EQUIPMENT

ITEMS SUPPLIER

All Items Shopee and Horse Equipment Sdn. Bhd.

LOCATION

The location of Ez-Mart is extremely advantageous as it is situated near residential areas. The surrounding area
is home to a significant number of workers and the place itself is a popular shopping destination which is Intan
dormitori Uitm Permatang Pauh.

Location: Kolej Intan, Uitm Pulau Pinang, Jalan Permatang Pauh, Kampung Tok Ebot,
Permatang Pauh, Penang

13
 BUSINESS OPERATIONAL HOURS

OPERATION
DAY BUSINESS HOURS
HOURS

Sunday 11 AM – 9 PM 10 AM – 10 PM

Monday 11 AM – 9 PM 10 AM – 10 PM

Business
Tuesday 11 AM – 9 PM 10 AM – 10 PM Operates as
Usual

Wednesday 11 AM – 9 PM 10 AM – 10 PM

Thursday 11 AM – 9 PM 10 AM – 10 PM

Friday OFF OFF

Saturday OFF OFF

14
OPERATION PERSONAL SCEHEDULE

SOP Details
Operating hours 8 a.m. to 11 p.m.
Customer attendance hours 10 a.m. to 10 p.m.
Staff capacity 100%

Cleanliness of premises • Carry out disinfection and sanitisation process after

operations; and
• Carry out disinfection and sanitisation process three times
a day during operating hours, particularly in common
spaces such as prayer room, washroom, store, office and
counters.
Customer management • Limit entry and exit routes of the premises;
• Restrict the entry of customers to the premises subject to
the size of the premises; and
• Implement public awareness programs.
Health screenings Ensure that all staff, suppliers and customers undergo body
temperature screening process
Use of hand sanitisers Provide hand sanitisers at the entrance to the premises and
ensure that hand sanitisers are used before entering the
premises

Use of face masks Ensure that each worker uses a face mask during work
Monitoring and compliance • Monitor compliance with all rules by workers and
customers; and
• Raise awareness on cleanliness of the premises and
ofworkers.
Social distancing Ensure social distancing of one metre at all times
Contactless transaction Encourage the use of electronic payments

15
 REMUNERATION SCHEDULE

POSITION NO MONTHLY SALARY EPF SOCSO TOTAL

13% 2.5%

Server 1 RM 1,500.00 RM 195.00 RM 37.50 RM 1,732.50

Cashier 2 RM 1,500.00 RM 195.00 RM 37.50 RM 1,732.50

Food Handler 3 RM 1,500.00 RM 195.00 RM 37.50 RM 1,732.50

Kitchen Helper 2 RM 1,500.00 RM 195.00 RM 37.50 RM 1,732.50

TOTAL RM 6,930.00

NO. OF OPERATION WORKERS TOTAL

8 RM13,860

16
PERMIT / LICENCES

It is essential to obtain the necessary licenses and permits before starting a business in Malaysia. The specific
licenses required will depend on the location and type of business, and they must be obtained from Pihak Berkuasa
Melesen (PBM) before the business can legally operate. Failure to acquire these licenses can lead to legal issues.

Also, we required various licences before operates, such as general licenses, licences for signboard, typhoid
injection for the workers, and permits for immigrant’s workers.

A) GENERAL LICENCES

General licenses are the necessary licenses you will need when you decide to establish a business in Malaysia.

General Licenses include:

• Company registration
• Company and employee’s income tax registration
• Employees provident fund (EFP)
• Social security organisation (PERKESO)
• Human resources development fund (HRDF)
• Business premise licenses and signboard licenses

B) BUSINESS PREMISE LICENSES AND SIGNBOARD LICENSES APPLICATION

The state authorities are the place to apply for business premises licences and signboard licences.

The following documents must be submitted with an application for a business premise licence or signboard
licence, though specific requirements may vary depending on the local state authority:

List of Document Required for Company:

• Certificate of incorporation (section 17)

• Return of particulars or directors, managers, and secretaries (section 58)
• Photos of your business premise (front and interior)
• Sample of signboard indicating design and colour
• Photos showing location of signboard

17
 List of Document Required for Sole Proprietorship / Partnership:

• Certificate of registration of business (form D)

• E-SSM business profile
• Photos of your business premise (front and interior)
• Sample of signboard indicating design and colour
• Photos showing location of signboard

C) TYPHOID INJECTION FOR THE WORKERS

According to the Food Act 1983 and the Food Regulations 1985, all people who handle food in Malaysia, including
those who work in the food service business, are required to have a current typhoid vaccination. This is done in
order to protect the public's food supply and stop the typhoid virus from spreading.

Those who handle food should always have a current typhoid vaccination certificate on available to show their
employer and the local health authorities when necessary. Additionally, employers are in charge of making sure
that workers have current typhoid vaccination certificates.

D) PERMITS FOR IMMIGRANT WORKERS

To work lawfully in Malaysia, foreign employees must have a work permit. The Immigration Department of Malaysia
is in charge of the procedure for getting a work permit for international employees.

It is significant to remember that foreign workers in Malaysia must also have a current visa that enables them to
enter and remain in the country, and they must renew it in accordance with the duration of their work permit.
Additionally, employers are in charge of making sure that their foreign workers have proper work permits and visas,
as well as adhering to all applicable rules and laws surrounding the employment of foreign workers

Depending on the type of work the foreign worker will be doing and how long they will be working in Malaysia,
different regulations and procedures will need to be followed to receive a work permit.

Generally, The Process Involves the Following Steps:

1. The employer of the foreign worker requests a work permit on their behalf.

2. The employer provides all required paperwork, including the foreign employee's passport, transcripts, andpolice
clearance certificate.

18
3. The Immigration Department verifies the documents' legitimacy and runs background checks.

4. A valid medical certificate is obtained once the foreign worker has had a medical examination.

5. The foreign worker receives a legitimate work permit from the immigration department, which valid for a specificperiod.

6. Before it expires, the foreign worker must renew their work permit, and every year their employer must renewthe
permit's validity.

RESPONSIBLE AGENCY TO APPROVE THE LICENCES:

• Business Registration Certificate and Company Registration: These are issued by the Companies
Commission of Malaysia (SSM).
• Trade License: These are issued by the local municipal council or district office.
• Work Permit: These are issued by the Immigration Department of Malaysia.
• Professional License: These are issued by the relevant professional bodies such as the Medical Council
of Malaysia, the Engineering Council of Malaysia.
• Special Permit: These are issued by the relevant government agencies such as the Ministry of InternationalTrade
and Industry (MITI), the Ministry of Health (MOH).

BASIC REQUIREMENTS FOR THE BUSINESS LICENSE APPLICATION

• Copy of business registration certificate/confirmation of establishment (section 17).

• Copy of section 58.
• Copy of section 78.
• Copies of proposed spatial grants, titles, or lease agreements.
• Copy of Construction Certificate of Occupation.
• Location map or plan.
• Use of floor installations or fountains.
• Ad pitch (advertising must meet the requirements for language requirements).
• Photo of applicant’s passport.
• Copy of applicant NNKN form.

19
 OPERATION BUDGET
INFORMATION FIXED ASSET MONTHLY EXPENSES OTHER EXPENSES
Fixed Asset

Machine Equipment RM 20,548.00

Monthly Expenses

Disposable RM 4,886.00
Packaging Materials

Raw Materials RM2,394.00

Salaries RM13,860.00

Other Expenses

Typhoid RM 640.00
(8 workers)

TOTAL RM 20,548.00 RM 21,140.00 RM640.00

20
 8. Administration Plan

8.1 Organizational Chart for Administration and Finance Department

Figure 8.1 Organizational Chart

General
manager

Financial Administration

21
 8.2 Manpower Planning
Table 8.2 List of Administration Personnel and Schedule of Remuneration

Position Quantity Monthly EPF SOCSO Total

Salary (13%) (2%) (A)+(B)+(C)
(RM) (A) (RM) (B) (RM) (C)
General 1 2000 260.00 40.00 2300.00
Manager

Administration 1 1400 182.00 28.00 1610.00

Manager

Financial 1 1400 182.00 28.00 1610.00

Manager

TOTAL 3 4800 624.00 96.00 5520.00

8.3 Office Furniture, Fitting and Office Supplies

Table 8.3.1 List of Office Furnitures

Type Quantity Price/Unit (RM) Total (RM)

Meeting table set 1 750.00 750.00

Desk 2 64.00 128.00
Chair 2 31.50 63.00
Sofa 1 250.00 250.00
Personal computer 1 500.00 500.00

22
 Printer 1 158.00 158.00
Broom + dustbin 1 10.00 10.00
White board 1 50.00 50.00
Cattle 1 20.00 20.00
TOTAL 1929.00

Table 8.3.2 List of Office Supplies

Type Quantity Price/Unit (RM) Total (RM)

File 5 5.50 27.50

Pen 30 0.60 18.00
Marker pen 10 1.50 15.00
Printer paper 2 10.00 20.00
Staples 5 1.00 5.00
Printer ink 2 20.00 40.00
TOTAL 125.50

Table 8.3.3 List of Office Fittings

Type Quantity Price/Unit (RM) Total (RM)

LED down light 3 12.00 36.00

TOTAL 36.00

23
8.4 Administration Budget
Table 8.4 Administration Budget

Item Fixed Monthly Other

Assets Expenses Expenses
(RM) (RM) (RM)

Fixed Asset
Furnitures, 1929.00
Fittings 36.00

Working capital
Salary, EPF, SOCSO, 5520.00
Building, 2700.00
Overhead 700.00

Other Expenses
Office supply, 137.50
Fuel, 300.00
Business license 240.00

TOTAL 1, 965.00 8920.00 677.50

24
25