TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE

BACHELOR OF ACCOUNTING (HONS.)

ACADEMIC YEAR 2021/2022

BJEL2013 ENGLISH FOR CAREER PREPARATION

COURSEWORK 1: PROPOSAL WRITING

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BJEL2013 English for Career Preparation Coursework 1

TABLE CONTENT

TOPIC PAGES
1.0 INTRODUCTION 3
2.0 BACKGROUND 3-4
3.0 PROPOSAL PLAN 4-7
(a) Market survey
(b) Product and services characteristics
(c) Pricing and promotion
(d) Advertising
(e) Distribution
(f) Schedule
4.0 STAFFING 8
5.0 ANNUALLY BUDGET 9
6.0 AUTHORISATION 10
APPENDICIES 11

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1.0 INTRODUCTION
Our online home-cooked food delivery services enable consumers to stick to a healthy eating
plan by serving our home-cooked healthy food to all residents who live in the Kuala Lumpur
area to make sure they avoid going out to dine out during this pandemic. Our mission is to
provide convenience, promote healthy lifestyle, prepare fresh and nutritious meals as well as
make our consumers feel the taste of home. Our vision is to serve high-quality home-cooked
food and expand to Global in the future to anyone who craves for a fresh and healthy meal in
order to minimize the population of people suffering from health issues. In this proposal, we
are including our plan, schedule, staffing, budget and authorisation.

2.0 BACKGROUND

According to Diagram 2.1, the Malaysian economy currently is facing a serious matter as the
unemployment rate in Malaysia is severe serious which has risen to 4.9% in January 2021
compared with 4.8% in December 2020 due to the rising number of Covid-19 cases and as
the country contended with the impact of the Covid-19-driven Movement Control Order
(MCO) and the continued closure of international borders to curb the spread of the pandemic.
In this case, we are trying to promote this business to boost our country's economy by
providing a job opportunity to those who have lost their job during the pandemic. Thus, we
can indirectly decrease the unemployment rate.

Diagram 2.1 The unemployment rate in Malaysia between 2019 and 2021

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The main health problems confronted by Malaysians are related to nutrition. According to the
National Morbidity Survey (NHMS) 2019 report, the non-communicable diseases (NCDs)
associated with overnutrition have increased among Malaysian population. The report
indicates that the prevalence of adults with obesity and overweight has exceeded 50%
whereas the prevalence of adults with diabetes has increased to 18.3% in 2019, from the
13.4% prevalence rate in 2015. The survey also found that there are about 3.9 million
Malaysians aged 18 and above who have diabetes. Therefore, we will hire a food nutritionist
to plan the meal based on the food pyramid. Our chef will follow the recipe provided by the
food nutritionist to ensure the daily meal contains different nutrition that is needed by an
individual. We are using organic ingredients to prepare healthy meals for our customers.

Potential investor can gain an approximated 18% profit which will be increased gradually
every year. At the same time, our healthy meal enables the consumers to have a healthy
lifestyle by paying a reasonable price and saving their time.
.

3.0 PROPOSAL PLAN

To achieve our goal, we propose the following plan:

(a) Market survey

Our Food delivery service is using a differentiated marketing strategy to target several
market segments. Our service is differentiated by our product and price. Our product price
is to target the customers with lower- and middle-income level. Our online food delivery
business is also driven by the hectic lifestyles and rapid urbanization, and this is leading
the customers to choose our food delivery service.

Another reason for the implementation of online food delivery service is the increasing
growth of smartphone usage in Malaysia. More and more Malaysian consumers are using
their mobile devices for online shopping. At the same time, the customers are also
ordering food through Facebook and Instagram webpage. This is improving the
convenience of mobile ordering as well as increasing the market growth further.

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Online food delivery is popular and attractive to young people especially college students.
Students who are always busy with classes or internships have almost no time to buy
groceries and to think about what to cook for dinner during this pandemic. In this case,
most of the students especially those who study far away from their home will prefer to
order food with our business because they miss home-cooked meals. The food delivery
service allows the young people to feel just like they are at home when we deliver healthy
home-cooked food to them.

Furthermore, the white-collar workers who are gravitating toward online food delivery
services because their work is often busy and overwhelmed. This really helps them to
solve the issue to plan and cook their lunch while they are rushing for their tasks from
work. At the same time, they can save time and allow them to enjoy their meal by just
ordering food from our webpage.

In addition, we plan to sign a monthly contract with a third party, T3 Digital Agency,
which they will assist us in tracking and monitoring our competitor’s Facebook and
Instagram page so that they can provide us with a monthly report about the strengths,
weaknesses, opportunities and threats (SWOT analysis) for our business improvement. T3
Digital Agency has a team of social specialists who can manage and increase the
engagement with fans. This can help to retain our customer loyalty and also to reach new
customers.

Moreover, we are also targeting on health-conscious people who pay attention on their
daily diet to ensure they get enough of nutrition in this pandemic time. Our healthy meal
which prepared by our nutritionist will satisfy our consumer by including sufficient
nutrition into the meal. Our healthy meal also helps our consumer reduces the risk of
chronic diseases which including obesity .

(b) Product and services characteristics

The main product of our business is home-cooked food. Our operating day is from every
Wednesday until Sunday from 9AM to 6PM. We will provide 2 sets of meals on each
operating day which are Sunrise Meal (SR) which only available during breakfast hour
and Sunset Meal (SS) will be available from lunch hour until dinner hour. Our menu will
be changing every week. We will use a pre-order method for our customers to order their

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meals at least one day before. Our meal will be plan by a food nutritionist based on the
food pyramid and the daily calorie consumption by an individual. Then, our chef will
follow the plan that provided by the nutritionist and prepare 100 packs for both sets of
meals. In terms of ingredients, we will use organic vegetables, fruits, brown rice, and
fresh meat to prepare the orders.

Furthermore, we will provide the food delivery service for our customers by hiring our
own deliverymen. This service will be convenient for our customers because we are
sending their order directly to their house. Our delivery team will be applying contactless
delivery to make sure the Standard Operating Procedures (SOP) is strictly followed when
our delivery team is sending the orders to our customers.

(c) Pricing and promotion

We set the price by adopting a psychological pricing strategy where the price is set
slightly lower than a whole number. We decided to set the price of a SR at RM8.99 while
the price of a SS is RM17.99. This is because a SR that is priced RM8.99 but the price
will be interpreted by our customers as RM8.00 rather than RM9.00. Therefore, they will
treat RM8.99 as a lesser price than RM9.00. This pricing strategy enables us to influence
the buyers’ perceptions of the price which can attract them to buy our product. In
addition, the delivery fee is charged based on the distance. If the distance from our
location to the customer’s location is within 8 kilometres, then we will provide free
delivery services. If the distance exceeded 8 kilometres, the delivery fee will be fixed at
RM3.50.

In certain seasons, we will offer special-event pricing by way of promotion in order to

create buying excitement and draw more customers’ attention. The customers can enjoy a
price reduction during the particular season. For example, we offer 15% discounts in the
month of December to celebrate the arrival of Christmas.

(d) Advertising

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We will create a webpage on social media such as Facebook and Instagram. This webpage
is use as a platform to inform our customers about the latest menu for that week. Other
than just to inform our customers, we will also update the promotions by posting into the
webpage, so that our customers will be able to enjoy some seasonable discount during
some particular event.

As to familiarize our products to our customers, we decided to sign a monthly contract

with T3 Digital Agency which is a digital advertising agency to promote and advertise our
product and services in the social media. T3 Digital Agency has a monthly plan which
costs RM3,800. This package is the most suitable for a newly start-up business.

Every month, T3 Digital Agency will advertise our product on Facebook and Instagram
by posting. There will be a total of 8 posts will be posted each month. Under the package,
T3 Digital Agency will provide us with advertising services such as content strategy, idea
and planning, organizing marketing campaign consultation, planning and execution in
order to archive our business objectives.

Apart from everything digital, T3 Digital Agency also provides creative design services to
us, including image, GIF and video editing services to attract new customers. They will
also assist us in community management which will be able to build the relationship
between our business’s customers, employees including our partners through various
types of interaction.

(e) Distribution
We apply direct selling as the distribution channel for our product. We will deliver the
meal ordered by the customers directly to their location. A delivery team will be formed
with 15 workers to deliver the meal around the Kuala Lumpur area. We provide an
insurance coverage for each of our deliveryman.

Meanwhile, it creates job opportunities for those unemployed or those who have lost their
job during the pandemic of Covid-19. Motor vehicles will be provided to each of the
delivery men in order for them to provide the delivery services. The costs of the motor
vehicles will also include the road taxes and the shipping fees.

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(f) Schedule

Activities Duration

Market Survey 1 Aug 2021 - 8 Aug 2021

Launch internally (test run) 9 Aug 2021 - 13 Aug 2021

Commercial negotiating 14 Aug 2021 - 19 Aug 2021

Advertising & promoting 20 Aug 2021 - 30 Sep 2021

Launching Day 1 Oct 2021

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5.0 ANNUALLY BUDGETING

Item Quantity Rate (RM/month) Total (RM)

(units)

Ingredients 400

- Organic vegetables & fruits

- Brown rice 5 RM65 per 10kg 325

- Meats 650

Total Ingredients (400+325+650) x 12months 16,500

Digital advertising RM3,800 45,600

Motor vehicles 15 RM4,200 per unit (includes 63,000

shipping fees and road tax)
(Appendix 5.1 & 5.2)

Wages of rider 15 RM800 per person 144,000

Salary of manager 5 RM5,000 per person 300,000

Salary of chef 5 RM2,000 per person 120,000

Insurance (for rider only) 15 RM250 per person 45,000

Grand Total 734,100

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6.0 AUTHORISATION
We strongly believe that our healthy food delivery service will be able to gain an
approximated 18% profit which will increase gradually every year. At the same time, our
healthy meal not only enables the consumers to have a healthy lifestyle by paying a
reasonable price but our service will also save their time for preparing their meals. We assure
you that our proposal will be able to meet your satisfaction and your company’s expectations.
If you agree to accept our proposal, please sign the enclosed duplicate copy of this proposal
and return it to us by 31st of July 2021.

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APPENDICIES

Appendix 5.1: Motorcycle provided to Delivery Men

Appendix 5.2: Road Tax rate

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