BHEL2013 English For Management

SABAH BRANCH
FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS
BACHELOR OF BUSINESS (HONOURS) ACCOUNTING AND

FINANCE
ACADEMIC YEAR 2020/2021
BHEL2013 ENGLISH FOR MANAGEMENT

BUSINESS PROPOSAL PLAN
TUTORIAL GROUP: RAF2(B) GROUP 3
STUDENT NAME STUDENT ID

1) SARIFIN TAN PUI THUNG 20SBR04985
2) AUDREY KONG YEH ZING 20SBR10185
3) LING SU SIM 20SBR10196
4) TAN LE MIN 20SBR10204
5) VIVIAN THIEN QING 20SBR10206
LECTURER: MS. CHONG PIT KEE

SUBMISSION DATE: 16th NOVEMBER 2020
TOTAL WORDS: 1,498 Words
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TABLE OF CONTENT
INTRODUCTION..............................................................................................3
COMPANY BACKGROUND AND PURPOSE..............................................4
PLAN...................................................................................................................5
I. TARGET CUSTOMER....................................................................................5
II. NEW PRODUCTS..........................................................................................5
III. TIMELINE....................................................................................................6
STAFFING..........................................................................................................7
BUDGET.............................................................................................................7
AUTHORISATION............................................................................................8
Introduction
The objective of the proposal is to request for a funding of RM10,000 for the collaboration
with Xing Fu Tang to launch the new products. We heard that they were considering to launch
new flavour ice creams with Boba. As Dreamy Icream have been running the company for
over 38 years and have distributed the ice cream not only in Malaysia but also distributed in
many countries. Therefore, this is the best opportunity for us to collaborate with Xing Fu
Tang. Be unique with the flavour of ice cream can make sure that our brand stands out among
other ice cream brands. As bubble tea becomes more and more popular in many countries, the
combination of ice cream and Boba will undoubtedly be very attractive products, as the
younger generation seeks special and unique products. Moreover, the price will be affordable
for everyone. Therefore, more people have the chance to try out the new products. This is
also a good opportunity to grow sales of our company. Each smaller objective should be
geared toward getting new customers and keeping them returning again and again for a scoop
of the finest flavours. This proposal including our plan, schedule, staffing, budget and
authorization. Therefore, we hope that the request can be approve by the upper management.
Company Background and Purpose
Product innovation in ice cream products drive growth and development of the market
globally. For the past 38 years, Dreamy Icream has been the leading ice cream brand in
Malaysia. Dreamy Icream is an independent food brand in Malaysia and has now become a
part of the global frozen dessert subsidiary in Singapore, Indonesia and many countries. Our
vision is to create delicious moments for our customers and our mission is to make, distribute
and sell to the customers with the best quality ice cream. Therefore, we provide various
flavours of ice cream to different customers, and meet the ever-changing consumer needs by
adding functional ingredients, organic herbal fillings and exotic flavours to the product
formula, thus continuing to expand our product range. Since the company has not released
new products for a long time, we wanted to make a contribution to the company by creating
new products to improve company performance. Hence, we hope that the upper management
can approve our proposal. We choose to collaborate with a milk tea company because the
popularity of the drinks has led to rapid growth in the market with many homegrown chains.
According to Straits Research, the estimation of Malaysia's Bubble Tea market at RM 209
million and growing at a rate of 6.9% from 2019 to 2026. Moreover, according to market
research, we found that people between the ages of 20 to 30 like to drink milk tea. They think
bubble tea drinks are considered "young" and a "fashionable" drink. In addition, we also
specially selected the best-selling milk tea in Malaysia, which is Xing Fu Tang, and
collaborated to create Boba ice cream. We believed that launching new products can help the
company in gaining a lot of benefits.
There are many benefits of launching new flavour boba ice creams. One of the benefits is
profit. This is because ice cream is a very popular product, especially in Malaysia. The
popularity of ice cream in Malaysia never decreases because the weather in Malaysia is hot
and humid all year round. Most of the people in Malaysia would enjoy ice cream to relieve
the summer heat during hot weather. Introducing new flavour to the market would not be
risky in Malaysia. We will produce Boba ice cream in order to continue to bring an exciting
journey for our consumers. In addition, our company is the only company that produces Boba
ice cream in various flavours in Malaysia. We are based on the comments of people
surveying the Boba milk tea ice cream produced by Tea live and Walls. We found that
Malaysians were so excited about it that some of them even had an ice cream feast and filled
their freezer with this treat waste. Therefore, Boba ice cream is the most popular and
conservative product. Moreover, it can maximize profits and gradually establish company
growth.
This proposal will be a good opportunity for the company to get good development and gain
reputation. We understand that recently many competitors have prevented the company from
breaking out of these competitors in recent years, so we are very pleased to help the company
to create a new variety of flavours of Boba ice cream. We believe that our collaboration with
Xing Fu Tang will be of value to our company as Xing Fu Tang ranked top five in Malaysia.
Moreover, we create Boba ice cream by adjusting the tastes of customers. Our Boba ice
cream is 100% made from the same rich Boba milk tea flavour. It contains real chewy pearls,
so customers can enjoy boba anytime and anywhere, and bring the latest and newest boba
experience in Malaysia.
Plan
i. Target customer
Our target customers are children, young people and middle-aged consumers who love to eat
ice cream and drink boba milk.
i. New products
The first new flavour ice cream is brown sugar boba milk tea ice cream. Brown sugar boba
milk tea is the most classic flavour in Xing Fu Tang company and we decided to make it into
ice cream flavour.
The second new flavour ice cream is chocolate boba milk ice cream. This flavour is more
suitable for children. This new ice cream is made up of our dreamy chocolate ice cream with
Xing Fu Tang boba milk.
The last new flavour ice cream is matcha boba milk ice cream. This flavour is targeted to the
middle-aged consumers. The ice cream is made up of our dreamy matcha ice cream with
Xing Fu Tang boba milk.
Product Brown sugar boba Chocolate boba milk Matcha boba milk
milk tea ice cream ice cream ice cream
Price RM2.70 RM2.20 RM2.50
ii. Timeline
4 months to launch  Collaborate with Xing Fu Tang Company

 Discussion on the details and terms of the
contract
 Doing market research
 Discussion on the ingredients, price, quality
and package.
3 months to launch  Try different ingredients that are suitable
 Purchase large quantities of raw materials
 Design the packages
2 months to launch  Manufacturing large quantities of ice cream in
Dreamy Icream factory.
 Store and get ready to launch
1 month to launch  Discussion with marketing department before

launching.
The launching timeline will be 4 months long before officially launching of the new flavour
ice creams. To launch new ice creams, our company decided to collaborate with Xing Fu
Tang. On the fourth months before launching, we will have discussions on the details and the
terms of the contract before signing. After both companies decided to collaborate, we will
discuss about the new flavours to best meet the customers’ tastes by doing market research.
Then, we will discuss on the ingredients, price, quality and package of the new ice cream
products. On the third months before launching, we will try on the different flavours that are
suitable to combine with boba and ice cream. After we have both agree on the ingredients, we
will purchase large amount of raw materials like ingredients and design the packages for the
new ice cream products. On the second months before launching, we started to manufacture
and store large quantities of ice cream in Dreamy Icream factory, getting ready to launch.
Last month before launching, we will discuss with the marketing department to develop
marketing strategies and methods to launch the new boba ice cream in order to increase the
company image and reputation. The new flavour ice creams may launch in late April or early
May in 2021.
Staffing
Audrey Kong Yeh Zing, who holds the position as product development project manager in
developing new products in this project. She earned a Master degree in marketing and
qualified as Certified Product Marketing Manager, which explains her interest in this field.
She are accountable for managing and coordinating the project.
Assisting Audrey will be a team headed by Vivian Thein Qing, our production manager, and
Tan Le Min as manufacturing manager. They are responsible for the overall process of
turning raw materials into products and ensure the project run effectively and efficiently. Ling
Su Sim was appointed as strategy managers, her responsibilities is to identify threats and
opportunities to minimize risks and formulate plans. Sarifin Tan Pui Thung as Finance
Manager, her responsibilities is distributes financial resources of this project by offering
advice and budget planning.
Budget
We estimate that our project needs RM100,000. This will include the following:
Descriptions Cost (RM)
Salaries and wages 8,000
Product testing expenses 900
Package expenses 500
Raw ingredients 2,000
Material development and production costs 20,000
Machinery (asset) 40,000

Repair or maintenance of machinery 11,000
Water and electricity 16,000
Additional staff costs 600
Training sessions - logistics 1,000

Total 100,000
The budget includes salaries and wages, taste test expenses, package expenses, raw
ingredients, material development and production costs, machinery (assets), repair or
maintenance of machinery, water and electricity, additional staff costs and logistics training
courses. We need a taste test expenses because before producing ice cream, we will try
different flavours suitable for combination with boba and ice cream. In addition, we also need
package expenses because we have to design packaging for new ice cream products to better
maintain the products on the market. Besides that, all of the profits will be divided into half,
which is the ratio of Dreamy Icream to Xing Fu Tang is 50:50. The ratio of benefits to costs
will be substantially increased if the project proves replicable, as we expect it will.
Authorisation
In order to better introduce and further explain the details of our project, we will hold a
meeting on 20 December 2020, if you are interested in our project. We hope that we can get
your approval for our project in terms of budget and staff involvement in making this new
product. We hope to hear from you before 23 January 2021.
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SABAH BRANCH

FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

BACHELOR OF BUSINESS (HONOURS) ACCOUNTING AND

BHEL2013 ENGLISH FOR MANAGEMENT

TUTORIAL GROUP: RAF2(B) GROUP 3

STUDENT NAME STUDENT ID

LECTURER: MS. CHONG PIT KEE

COMPANY BACKGROUND AND PURPOSE..............................................4

4 months to launch  Collaborate with Xing Fu Tang Company

1 month to launch  Discussion with marketing department before

Product testing expenses 900

Package expenses 500

Raw ingredients 2,000

Material development and production costs 20,000

Machinery (asset) 40,000

Additional staff costs 600

Training sessions - logistics 1,000

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