1.

Executive Summary

A healthy lifestyle, including products and services for customers, has

become increasingly over the last decade. More and more governmental
and non-governmental organizations are promoting a healthy lifestyle as
people's individual decision for health, yet doctors continue to warn us
that we have to protect ourselves from diseases. Modern science confirms
that eating a balanced diet can do a lot to promote long-term health.
Because of end-users growing demand for fast food and the fact that an
increasing percentage feel the need to eat healthy, we believe that our
products will be well received among consumers and that they will buy
them. We confirm this belief with research demonstrating that most
respondents (74%) are aware that healthy food impacts their quality of
life.
The idea for starting the company Healthy

King was formed

March,2015. The company has not started selling products yet. Initially the
company will sell products over the internet (www.healthking.com) to be
delivered to the customer nearby Yayasan Selangor building.
The Healthy King will offer a wide menu of juices, sandwiches/wraps,
salads jar, a number of other specialty organic items. All products will be
organic food and beverage goods. The booth focuses primarily on, juice
beverages and salad jar. The business also offers a wide variety of salad
jar, salad wraps, and breakfast products. The Healthy King will pride itself
on being a small, but full service health quick service booth that seeks to
provide only the highest quality products in an inviting atmosphere. The
third section of the business plan will further describe the services offered
by the Juice Beverages and Salad Jar.
Our target market is the breakfast time food market,currently
comprised of fast foodoutlets,bakeries and meals deals from retailers with
no one provider gaining a large market share. This market is characterised
by customer basing decison on quality over price, little customer loyalty
and a market not domintaed by large suppliers in which differentiated
small business can breakthrough. Our target customer will include
1

professionals,shoppers and student from UniKL itself and UKM universities.

We hope to appeal to customer who are frustrated with either paying a
premium price to eat a basic breakfast and lunch on the move or with
spending time waiting for food in nearby Yayasan Selangor building.
Over the long term, Healthy King will expand its sales volume
through the use of food machines in major educational centers and other
institutions with a high frequency of visitors. We will also develop a web
portal associated with a healthy lifestyle and healthy food. The web page
will also market advertising space. The Healthy King will produce and sell
the following products:

Cold salad Jar-based meals that provide balanced nutrition ; fresh

vegetables with dressing of thousand island and mayonnise;

Juice based beverages that provide balanced diet; fresh fruit, ice
cube that will remove toxin from our body with feeling good health,
more radiant skin and having more energy.

It is important that meals in both groups be tasty. Over the long term, we
will expand our range of products to offer new salads and sandwiches as
well as products such as a vitamin drink made from fresh fruit and
vegetables. Products will be also conveniently packaged ("take away
ready").

2.0 Current Situation

Nowadays, many people who have been practicing healthy eating
style. A healthy diet can produce a healthy body and mind. We would like
to introduce healthy eating to students in UNIKL Business School by
offering some healthy foods such as salad and juice beverage. We also
offer healthy meals to Bangunan Yayasan Selangor staff. The health food
may be sold at rather high prices outside, this makes a lot of people,
especially students quite difficult to buy. Therefore, we have prepared this
health food with affordable prices by all segments of society. We also want
students in UNIKL Business School practice a healthy lifestyle because it
will make students able to give more attention to the lesson and did not
suffer any health problems that could affect their study performance. We
also provide delivery service, this makes it easier for students who have
classes and at the same time want our products.
At the beginning of our business, we might be difficult to make a
profit because healthy food is something new among student. Students
may already be familiar with the style of their daily diet like taking rice.
Therefore we are also offering tips about healthy eating style that can
enlighten and inform them about the benefits of this healthy eating.
Health products may also have long been on the market and sold at a
relatively high price. This makes it difficult for students to enjoy it due to
financial factors. They may prefer to choose the normal daily food because
they were cheaper. In those who practice healthy eating style, they may
know that this health food sold in various types of external markets. At the
beginning of this business, we are providing two kinds of health food witch

is salad and juice beverage, we will further diversify the types of food in
the future.
In the future we will be adding more food types and flavors of our
healthy food, in order to meet customer demand. We also want healthy
eating style has become a lifestyle for every student in UNIKL Business
School. If this trend of healthy eating into a lifestyle for students in UNIKL
Business School, we would like to become a major supplier for dietary
health and thus can increase the profitability of our company.

3.0 Market Analysis

3.1 Market overview
Healthy King has a clear business objective to develop, produce,
promote and distribute through delivery healthy food and beverages chain
products and services. These products and services have been developed
over None with a core focus on addressing the key customer problem and
associated opportunities at UniKL,Yayasan Selangor building.
3.2 Customer analysis

Gender

Male

Female
52%

48%

Pie Chart 3.2.1

This pie chart 3.2.1 above shown the 48 percent is Male and 52
percent is Female. The data from questionnaire assumed that the Female
is more than 2 percent from Male. The total is 100. The questionnaire
distribute to student and staff University Kuala Lumpur, University
Kebangsaan Malaysia, Maybank and public area Yayasan Selangor
Building.

Age

5% 6%
20-25

26-30

7%
31-35
9%

36-40

41-45

46-50

51-Above

50%

10%
13%

Pie Chart 3.2.2

From pie chart 3.2.2 above shown the average age 20 to 25 are 50
percent, age 26 to 30 are 13 percent, age 31 to 35 are 10 percent, 36 to
40 are 9 percent, age 41 to 45 are 7 percent, 56 to 50 are 5 percent and
age 51 above are 6 percent.

Occupation

Study

30%

Working

70%

Pie Chart 3.2.3

6

This pie chart 3.2.3 above shown the 70 percent is student, which is
University Kuala Lumpur student and University Kebangsaan Malaysia
students. While, 30 percent is working people which is University Kuala
Lumpur staff, University Kebangsaan Malaysia staff, Maybank staff and
public.

Where do you study or work?

UniKL

30%

UKM

Others
50%

20%

Pie Chart 3.2.4

From pie chart 3.2.4 above 50 percent is University Kuala Lumpur
students, 20 percent is University Kebangsaan Malaysia and 30 percent is
Others, including Maybank staff and public fromYayasan Selangor Building.
The total is 100.

How much money do you spend on food daily?

10%
RM5-RM10

RM11-RM20

10%
RM21-RM30

RM31-RM40
45%

RM41-Above

15%
20%

Pie Chart 3.2.5

This pie chart

3.2.5 shown the expenses that spend daily, 45

percent spend money for food RM 5 to RM 10, 20 percent spend RM 11 to

RM 20, 15 percent spend RM 21 to RM 30, 10 percent spend RM 31 to RM
40 and 10 percent also spend RM 41 and above daily.

What makes you interested to buy some product?

10% 10%
Interesting

12%
Price

Quantity

20%

Taste

Trending

48%

Pie Chart 3.2.6

From pie chart 3.2.6 above, shown the interested people to buy
some product is 48 percent because of price, 20 percent because of
quantity, 12 percent tasty, 10 percent because of product is trending and
interesting.

Do you care about your health and body figure?

6%
Yes

No

94%

Pie Chart 3.2.7

9

The pie chart 3.2.7 above shown the 94 percent from 100 percent
agreed that they care about healthy and body figure, while 6 percent is
not agreed.

What is your average weight?

40kg-50kg

51kg-60kg

6%
10%
24%
61kg-70kg 71kg-80kg
14%
16%

81kg-90kg

91kg-Above

30%

Pie Chart 3.2.8

The pie chart 3.2.8 shown the average weight, 24 percent is weight
40 kilogram to 50 kilogram, 30 percent is weight 51 kilogram to 60
kilogram, 16 percent is weight 61 kilogram to 70 kilogram, 14 percent
weight is 71 kilogram to 80 kilogram, 10 percent is weight 81 kilogram to
90 kilogram, and 6 percent is weight 91 kilogram and above.

10

Did you know about detox water?

Yes

30%

No

70%

Pie Chart 3.2.9

The pie chart 3.2.9 above shown the knowledge of people knows
about detox water is 70 percent, while 30 percent is notknown about detox
water.

Do you eat salad?

Yes 40%

No
60%

Pie Chart 3.2.10

11

From pie chart3.2.10 above shown that 60 percent is ate salad, while
40 dont ate salad. The total is 100 percent.

Are you willing to pay more for healthy food?

Yes

No

45%
55%

Pie Chart 3.2.11

The pie chart 3.2.11 shown the 55 percent are willing to pay more
for the healthy food, while 45 percent are not willing to pay more for the
healthy food.

Do you take fruits and vegetables daily?

Yes

30%

No

70%

12

Pie Chart 3.2.12

From the pie chart 3.2.12 above shown the 70 percent are taking
fruits and vegetables daily, while 30 percent are not taking fruits and
vegetables daily.

If you are given the chance, do you want to improve your health?

5%
Yes

No

95%

Pie Chart 3.2.13

The pie chart 3.2.13 shown 95 percent is want to improve healthy if
they give the chance, while 5 percent is dont want to improve the health.

13

How much money are you willing to invest monthly to maintain a healthy body?

6% 4%
10%

RM50-RM100 RM101-RM150 RM151-RM200 RM201-RM250 RM251-RM300

50%
30%

Pie Chart 3.2.14

From the pie chart 3.2.14 above, 50 percent the money that they
willing to invest monthly to maintain a healthy body is RM 50 to RM 100,
30 percent is willing invest the money RM 101 to RM 150, 10 percent RM
willing invest RM 151 to RM 200, 6 percent are willing to invest RM 201 to
RM 250, and 4 percent willing invest the monthly for healthy body is RM
251 to RM 300.

14

Do you like healthy food?

26%
Yes

No

74%

Pie Chart 3.2.15

From pie chart 3.2.15 above, can summarize 43 percent from 50
percent that questionnaire contribute to

students and staff University

Kuala Lumpur are like healthy food, while 7 percent are dont like healthy
food. 12 percent from 20 percent student and staff University Kebangsaan
Malaysia are like healthy food while 8 percent aredont like healthy. 19
percent from 30 percent Maybank staff and public are like healthy food,
while 11 percent are dont like healthy food. The total people is like
healthy food is 74 percent and 26 percent is dont like healthy food.

15

4.0 Strategy and Plan

4.1 Market Positioning
Go for Healthy Lifestyle is our tagline to mention that our product
focus on health care. Healthy King also encourages it toward healthy
lifestyle where our product will bring something new in existing culture
about healthy food. Healthy King also describes the product as a healthy
lifestyle which is to encourage customer in concern about nutritious food.
The benefits that we produce this product to our target group is
where with this product they can be more energize to do something, such
as for student they will become more active in the morning when having
our juice and ready for process learning while for other they will feel fresh
to do some works. It is also to prevent people from having diabetes,
cancers; it can build your bones, cool down body temperature and many
more.
Our competitive advantage or our product value is first Healthy King
produce product with an affordable price which is for salad jar is RM 3.99
and same goes to juice beverage only with RM 3.99. Besides that, we
provide a promotion where Healthy King does a combo meal which is
during pack hour the customer can buy our product in a cheap price which
is with both product salad and juice they can get only with RM7.00 save
another RM1.00.
Healthy King also follows the changes of environment (trending)
because the trending is always keep changing based on how many people
use it, if there is no one use it the trending will be forgettable. But we
Healthy King will always follow up and to be updated to make people keep
loyal and interested with our product. To follow the trends Healthy king
always add up and innovate the product according to customer need and
wants.
Our product also provides a healthy food which rich with nutrition,
vitamin, fiber, fresh and most important is it has favorable taste. To
16

compete with other competitor we make our packaging to look it nice

where this is how to attract customer view in term of color, layer, and
variety vegetable and fruits inside it.

4.2 7ps Marketing Plan

4.2.1 Product
Nowadays, people know that we should drink more water to keep
healthy and our skin looking good, therefore our product Juice Beverage
and Salad Jar can fluids helping to flush out toxins and keep your
digestive system healthy.
In our product, we ensure higher quality and make our product daily
in a good condition which is keeping in good condition and fresh. Besides
that, our company also have person in charge in quality control which is
our staff have to make sure our product in a good process to avoid our
product become damaged.
Besides that, our product can reduce the amount of empty calories
you may be consuming from carbonated drinks or other sweetened drinks.
This super fine for our body health because nutrition from fruits that we
have mixed there is in the water. Apart from it is helping for those who are
dieting to less weight. Besides that it helping to increase metabolism body
and aiding prettier skin young not oily easily. Therefore, we choose Juice
Beverage and Salad Jar as our product to help people out there.
4.2.2.Price
When we are developing our pricing strategy we have considered about
our customers sensitivity because we have to make sure our target
customer can afford to buy our product. Thus, we have calculate what
revenue we have need to break even and the price for our one jar of
17

Juice Beverage just only MYR 3.99 and for the Salad Jar which a per
fresh salad only MYR 3.99. The price is affordable and reasonable for
people in Yayasan Selangor Building compare with other competitor price
for example Vitamin or Supplement it can be MYR 30,00 per box to get a
good healthy life. Therefore our product is very cheap suitable with its
value, quality and prestige.
Besides that, we ensure the prices are affordable to buy the raw
material. It is because raw materials have bought in the bulk make us easy
to negotiate with our supplier.Therefore we also have a pass quotation
while buy the raw materials indirectly we can get affordable and cheap
prices.
4.2.3 Place
The Place strategy we have choose Yayasan Selangor Building because
there have a lot of people need a healthy drinks. We sell our product in
many different places. We choose direct selling, sending our salespeople
out to personally meet and talk with the prospect. Besides that, we have
chosen floor eleven because in that area always crowded with people and
many students that go through this area to enter the class. Moreover, this
site selection make our delivery process will run easily on customers
because this level is a strategic place.
Someday if we have our own retail outlet we have decided it will be
located nearby office worker, student. Besides that, the geographic area
for our product in urban area and building that rapid develop and our
service can be more efficient and fast and able satisfy customers.
Therefore, in choosing that place it can help our product to be better
known and easy to market. In each case, the entrepreneur must make the
right choice about very best location for the customer to receive essential
buying information on the product or service needed to make buying
decision.

4.2.4 Promotion

18

In our promotion strategic we ensure customer to attract with our

product. For instance, we provide a discount and package during peek
hours and always keep in touch with customers through social media and
directly.
Besides that, In future we plan to do a promotion by distribution
pamphlet

around

Kuala Lumpur doing website advertising that was

Instagram, Facebook, Blog, media ads such as video advertising in 15

second about our Healthy

Product. Includes all the way we tell our

customers about our product and how we are going market and sell to
them. Even we have done a small change in our advertising sometimes it
probably can lead immediately to higher sales.

4.2.5 People
The persons are responsible for every element of our sales,
marketing strategies and activities which is our internal staff itself. It is
because we work extremely hard to think through every element of the
marketing strategy and the marketing mix. Besides that, our ability to
select, recruit, hire and retain proper people with the skills and abilities to
do the job we need to have done, is more important than everything.
Moreover, our company also has a connection with our suppliers,
easy to negotiate our goods and have a good communication between us.
Therefore, people can lead us to be successful in business because we
have to develop the good strategy.
4.2.6 Process
The process strategy now is ensure the process being systematically
which is buy the fresh raw materials. Besides that, we concerned with the
planning such as in the future how our company can produce more input
19

and less output. The implementation from our product in future can be
more details with new technology and research and development. Besides
that, the process will have the right quantity to the right place at the right
time to have a perfect process. Besides that, we plan to study more
detailed importance of food and health drinks for users so that in the
future will have more privilege from our product.

4.2.7

Priorities,

Responsibilities

and

Timeframes

(What/Who/

When)

Strategy

What

o.
1

Product

Price

Ensure higher quality

Product Daily
Quality Control

Ensure

the

price

Who

When

Akmal

9 - 11 pm

Farhan

7 9 am

are

Akmal
affordable
Raw Materials buy in the Farhan
bulk
Pass Quotation
3

Process

6 pm - 7
pm
3 pm - 4
pm

Ensure the process being

systematic
Buy
the

fresh

raw Akmal

6 pm - 7

materials
Paan
Keep clean while pack the

pm

materials
Stamp the labeling at jar
Keep in the Refrigerator

pm

Afiq

9 pm - 11

Farhan
4 pm - 5
pm
11 pm 7
am

Promotion

Ensure

customs

to
20

attracted

with

our

product
Provide a discount % and
package on peak hours
Keep
in
touch
with
customer through social

Thahirah

pm
Afiq
7am 11

media directly.
5

Place

Ensure

the

pm
place

are

strategic
Floor 11 the place Akmal
always crowded with
people
Farhan
Delivery process will
run easily
6

People

Ensure
distribute

12pm - 1

9 am 5
pm
3 pm 4
pm

the

supplier
the

raw

Afiq

5 pm-7 pm

material on time
Table 4.3

4.3 Marketing

21

Base on the name HEALTHY and our motto #GO FOR A HEALTHY LIFE
that prove our main concept in our business is providing healthy food.
Healthy foods are beneficial to health in ways that go beyond a normal
healthy diet required for human nutrition.

Physical
Booth

Direct
Selling

Strate
gy

Media
Social/Flye
rs

Delivery

Figure 4.4
The figure 4.4 above show that how Healthy King to keep the
relationship with thier customer. The relationship with customer as one of
our strategy to market and to promote our product to them. Such as for
the physical booth this is how we do the directselling through the target
group, where they can buy directly in our booth, it is easy just grab, pay
and can eat it freshly. At our physical booth we provide an instaFrame or
photobooth where the customer can snap the picture with our product and
upload it in the internet. This is one on how we marketing our product
through our own customer because the trending are easy to spread up by
internet user.
We also provide a tester and soft launch of our product for the
customer who wants to taste our product. While for media social tools, it is
22

where the place that we promote our product to all people by using
instagram, facebook, twitter because this is modern technology so we
must follow the trending which using the internet. From this social media
tool we also provide the product description for the customer information.
The way the customer to know the promotion is made also through the
social media.
Others marketing promotion Healthy King distribute the flyers to the
public to let them know about the existing of our company. Where we are,
what time the combo meal is made, what kind of product that we sell,
what time did we open and closed, all this type of information will provided
into the flyers.
Besides that, we also provide a delivery as our services. Why
we choose to make delivery it is because we want to serve our customer
as fast as we can, we can send the product to them but the charge of
RM0.50 will charge into each delivery. This is for customer get what they
want.
4.4 Promotion
As you know we will provide flyers and distribute it to all people. And
using mass media as a tools to promote our product because with this
technology it will easy spread to all people and fast and low cost. The
feedback questionnaires are given to our customer in order to get their
feedback about our product and to know what lack and problems or
dissatisfied of the customer about our product to innovate it to more
better.
Product promotion:

Combo Meal during lunch hour RM 7.00 for both salad and juice. It

package.
10 days challenges the winner will get a gift. This is fun and will
give benefits to the customer because they can eat, challenge and
can get a gift if she or he able to challenge their self within 10days

23

to lose weight. The benefits of course this game are encourage them
to life in a healthy way.

4.5 Management

Figure 4.5

4.5.1 Job Discription

General Manager

General Manager is a leader in a organizational,

24

general manager responsibilities on obtains profit

contribution by managing staff, establishing and

accomplishing business objectives.

They have some job duties such as Increases
management's
selecting,
counseling,

effectiveness

orienting,
and

by

recruiting,

training,

coaching,

disciplining

managers,

communicating values, strategies, and objectives,

monitoring,

and

appraising

job

results

and

providing educational opportunities.

They also develop strategic plan by studying
technological

and

financial

presenting

assumptions,

opportunities,
recommending

objectives.

Assistant manager have a lot of responsibility, and

this department requires great leadership skills.
Whether they managing a group of sales people in
retail or dishing out orders to servers in a
restaurant, they need to keep a level head, be

Assistant

Manager

able to multitask and have excellent people skills.

Assistant manager duties are updates job
knowledge

by

participating

in

educational

opportunities, reading professional publications,

maintaining personal networks, participating in

professional organizations.
They also accomplish organization

goals

by

accepting ownership for accomplishing new and

different requests, exploring opportunities to add
value to job accomplishments.

Human Resources

Assistant manager have a lot of responsibility, and

this department requires great leadership skills.
25

Whether they managing a group of sales people in

retail or dishing out orders to servers in a
restaurant, they need to keep a level head, be

able to multitask and have excellent people skills.

Assistant manager duties are updates job
knowledge

by

participating

in

educational

opportunities, reading professional publications,

maintaining personal networks, participating in

professional organizations.
They also accomplish organization

goals

by

accepting ownership for accomplishing new and

different requests, exploring opportunities to add
Financial

value to job accomplishments.

A financial is responsible for providing financial
advice and support to clients and colleagues to

enable them to make sound business decisions.

Financial considerations are at the root of all major
business decisions. Clear budgetary planning is
essential for both the short and long term, and
companies need to know the financial implications

of any decision before proceeding.

In addition, care must be taken to ensure that
financial practices are in line with all statutory
legislation and regulations. Financial managers
may also be known as financial analysts or

business analysts.
They duties are approve or reject, or coordinate
the approval and rejection of, lines of credit and

commercial, real estate, and personal loans.

Develop and analyze information to assess the
current

and

future

financial

status

of

firms. Establish procedures for custody and control

of assets, records, loan collateral, and securities,

in order to ensure safekeeping.

They also evaluate financial reporting systems,

26

accounting

and

collection

procedures,

and

investment activities, and make recommendations

for changes to procedures, operating systems,
budgets, and other financial control functions.

The Operations Manager will be responsible for

data entry, accounts payable, payroll, grant report
entry,

managing

the

organizations

human

resource, helping and creating organizational and

program

budgets

in

collaboration

with

the

Program Direct, and other tasks.

Reporting to the serving as a member of the

management

Operational

team

along

with

the

Program

Director and Development Director, this position's

primary responsibility is ensuring organizational
effectiveness by providing leadership for the
organization's financial functions.

Working with the management team, the position

also

contributes

implementation

to
of

the

development

organizational

and

strategies,

policies and practices. This position will also

interact with the Board of Directors

27

Marketing

manager

development

accomplishes

activities

by

business

researching

and

developing marketing opportunities and plans,

implementing sales plans and managing staff.

Their duties are to achieves marketing and sales
operational objectives by contributing marketing
and sales information and recommendations to
strategic

plans

and

reviews,

preparing

and

completing action plans, implementing production,

Marketing

productivity,

quality,

and

customer-service

standards, resolving problems, completing audits,

identifying

trends,

determining

system

improvements and implementing change.

They must meets marketing and sales financial
objectives by forecasting requirements, preparing
an

annual

analyzing

budget,
variances

scheduling
and

expenditures,

initiating

corrective

actions.

4.6 Market research findings

First, in order Healthy King want to produce healthy food we make some
research market to know whether this kind product can be sell or not, and
absolutely with the research be made we are able to produce our healthy
product.

IN THE PAST, Food retail in or around Yayasan Selangor building are

developing, most shop selling food and beverage but none of them
sell healthy food and beverages

CURRENT, there are many food stall have been opened around
Yayasan Selangor not to mention cafeteria stall in Yayasan Selangor
that provide food and drink for customer around them, but due to
changing in lifestyle, the food trend has been change also, consumer
28

prefer healthier food because they are aware of the important of

healthy food, thus they need more healthier food and convenient for
them to consume too.

FUTURE, due to the awareness and information that has been spread
worldwide regarding the important of eating healthy, more demand
will come in, and healthy food market will grow

There are a reason why we choose to produce this product

because:
1. Much infos regarding on how to eat healthy it means people want to
have a healthy food for their body.
2. Customer are aware of eating healthy, the effect of eating healthy to
our body.
3. Its a current lifestyle when everyone starting to go gym and stay fit.
4. Its a food trending worldwide.
5. Convenient, safe the trouble on cooking.
The characteristic of the customer of Healthy King is people who are
taking care of their body fit, because they want always to look good, this
people will be our potential customer. Other than that, who are on diet,
because our product are full but not heavy and rich with nutrition, fiber,
protein and etc. besides that, people who are always feel tired lack with
energy will be one of our customer. People who are busy doesnt have
enough time to go outside to buy heavy meal they can buy and grab and
eat our product with easily and tasty. It also has nice packaging where
people can just put it in the bag and eat it in the house.
5.0 Sales Forecast

Based on the research had been made, which is the 100 paper
questionnaires had been distributed to our target market which is student
and staff of Unikl Business School, UKM and others from Maybank staff or
publics user, this is where we want to identify and target our sale market
29

of our product. by using this research method we know the percentage of

who will tend to be of our potential customer and how many of them that
like and didnt like our product. So from here we can calculate the sales
forecast for a day and also for a 10days.
Form the research be made the population of Yayasan Selangor
Building have 4020 people which is include of Unikl student (3400), for the
staff (250), UKM student (150), UKM staff (45), and for Maybank staff they
have about 25 staff and the publics that come in and out from the Yayasan
Selangor Building around 150 per day.
Based on the questionnaires result of 100 people from the
distributed 50 of them are from Unikl include student and staff, 20 people
from UKM and 30 people from others.
Unit sold per 10 days:
Target
Customer
UNIKL
UKM
OTHERS
TOTAL

Total People in
Percentage

Yayasan

SUM

Selangor
50%
20%
30%
100%

3650

1825

195

39

175

53

4020

1917 unit/10 day

Table 5.0

Unit sold per 10 days = 1917 units

Total population

X
100
= 4,020 people

= 48%
30

The calculation above describe on how Healthy King identify the

percentage that how much that our product can compete with the current
and upcoming competitor is divide it with the total population and times
up with 100%.
Our target is focused on the student and staff from Unikl and UKM also
form others which is from Myabank staff and public that come out and in
to Yayasan Selangor Building.
Student Unikl:
1 Day = RM 3.99 X 180 people = RM 718.20
10 Days = RM 3.99 X 1800 people = RM 7182.00
Student UKM:
1 Day = RM 3.99 X 4 people = RM 15.96
10 Days = RM 3.99 X 50 people = RM 199.50
Others:
1 Day = RM 3.99 X 6 people = RM 23.94
10 Days = RM 3.99 X 67 people = RM 267.30
Total:
1 per day = RM 757.90 (RM718.20+RM15.96+RM23.94)
10 per Days = RM 7648.80 (RM7182+RM199.50+RM267.30)

Fiscal
Weeks
Begins
#
units
sold
Sale

13/
4

14/
4

15/
4

16/4

17/4 20/4

21/4

22/4

23/4

24/
4

10
days
total

190
3.99

196
3.99

196
3.9

199
3.99

190
3.99

198
3.99

204
3.99

210
3.99

124
3.99

1917
-

210
3.99

31

price
@ unit
(RM)
Total
(RM)

9
758

782

782

794

758

838

790

814

838

495

7,649

Table 5.1

The effect of changes of the amount unit sold per day first in the first
day there are not much buyers even though we had running the promotion
before it to announce about our launch product but there it still not
enough for the customer to known about it, because our product still new
in this market so people still not well known with our product but for the
second day and third day the amount are increase because our promotion
are success to attract people to buy it.
Other student who influences their other friend also will be one of
the effects that changing the unit sold per day. But on Friday usually the
sale are not higher compare to other day because the product fast selling
only in the morning and during lunch that supposed to be our pack hour
are be less because most of the men student and staff are having their
solatjumaat while for a women the class are stop and continue in the
evening until the night.
Then we overcome it and still running the business in the week 2,
where we can estimate that they will be a lot of buyers because we
believe with the promotion that we made through social media tools,
distributed flyers and open physical booth it will attract a lot of customer
to buy it because it easy to grab and to eat. Besides that, the effect of
demand increase because of people acknowledge about how important
health food actually because the way we attract customer is we inform the
benefits that the will get when they have our product.
Other than that, during a pack hour we do promotion through combo
meal where they can get both products with a cheaper price, this will
attract buyer to buy. Also during student have full class it will influence
them to buy our product because they have not much time to having
32

heavy meal at outside.

And for the last day, we only produce a certain

quantity because we doesnt want to take risk of losses where the last day
is on Friday, because usually on Friday there is not much student will stay
in the Yayasan Selangor Building. Because some of them dont have a
class on Friday, and also men had solatjumaat so we only sell it with a
certain amount to make it finish as a last day.

6.0

Marketing Plan
33

6.1.1 Executive Summary

6.1.2 KEY ISSUES

Near Term

Long Term

Scare of Solid Jar Packaging

Scare in Human Workforce

Consequence: If we change the Solid

Jar Packaging into conventional ways,
the durability of the product will
decrease

Consequence: We are relying on

human expertise in making this
product and enhance product quality.
If we change the production method
for example using machine as a
whole, the product quality wont
remain the same.

Positioning statement
The Healthy King will position itself as a high quality, innovative
saladjar and juice beverage business. The members of the society will
recognize the high quality and unique service/product offerings of The
Healthy King. The Healthy King competitive edge will be founded in UniKL,
Yayasan Selangor building, its customer inventive and customer approach
to members of the society.
The Healthy King customer attention will make it different from other
house salad and juice beverages that have a lot of demand. The
disadvantage of having a high demand is that the business experiences a
decreased pressure to accommodate extra clients. When The Healthy will
start having plenty of customers, we will modify our business plan in order
to handle them effectively.

34

The Healthy King will approach the market as if there is considerable

competition between the different product providers around Yayasan
Selangor building. We aim at making customer satisfaction our priority,
and through this, local clients will come to be pleased about the attention
given to their need and establish long-term relationships with The Healthy
King The main objective is to position
The Healthy King

as the premier Salad jar and Juice beverages

business within the area, authorizing a market share majority within 10

days of exhibition held. The marketing strategy will aim first at creating
customer awareness concerning its products, build up a customer base,
and

focus

on

building

customer

referrals

and

loyalty.

35

6.1.2 Organisation mission and objectives

Mission Statement
The Salad Jar and Juice Beveragess mission is to provide customers
with an expansive number of quality house salads and refreshing
handmade juice that are affordable and healthy. Generally our idea is to
make healthy food easy to found,just grab and go and our motto is
healthy food made easy.

Objectives
Is to open up market opportunities for healthy food and beverages
products.
Innovative step away from saturated domestic market.
To overcome the abundance of unhealthy lifestyle which the
students implement in their daily life.
To influence our target consumer to make healthy food and
beverages as their choices for life.
To provide nutritious food and beverages healthy tips to help hem
create healthier culture in Yayasan Selangor or outside.

Convert objective to goals by assigning magnitudes and

dates

Joint every event in UniKL to promote our product and healthy tips
within two (2) weeks @10days

36

6.1.3 Situation Analysis.

Market Overview
The Healthy King is still new in this industry but Healthy King still
have an opportunities to become niche market because our product
companys believe that these product (Salad Jar and Juice Beverages) will
encourage them to adopt healthy lifestyle in changing environment. Thus,
the demand will be increase due to high demand of healthy food and
beverages;however better placement are expected for strategic.

Current Target Markets

Sectors

Professionals

-Education Institution (Universities)

-Professional Bodies;

Staff
Student

-person who are take care of their

health and body (balance diet).
-person who are dislike to take a
heavy food as their meals.
-individual that lack of energy in
doing their daily routine.
-People

who

something
-Financial institution (Maybank)

are

new

tend

to

try

and

interest

towards trending lifestyle.

-person who usually busy where
they did not have enough time to
go out for having their meals on
the right time. So, they will buy our
product that easily to carry.

37

Customer Touch Points

Touch Point

Departmen

Does it meet their Competitive

1.Physical

t
Operation

expectation/need?
Edge
- prepare and set up - photo booth

shop (booth)

the place
-provide

the

customer

product, announceme

will

buy nt

directly
-give

-game

service

to

the challenges

customer
2.

Social Marketing

network

-updates daily activity.

-promote

product

-active

in

by social

Instagra

doing combo pack on platform

m
Facebook
Twitter

peak hours.

to

do promotion
with
uploading
attractive

3. Pre-order

Marketing

pictures.
-taking early order for -easy

to

customer who wants to customer

in

purchase

our

for the next day.

product managing
their
schedule.

38

Competitors Analysis
Competitor

Caf

Product

Advantages

of

-Variety of side dishes to be

product
-Affordable Price

eaten with plain rice, Slices

-save time

of fruits, Waffle, Malay

-Good in packaging

traditional food (kuih-muih),

-100% Healthy product

Fast food like nuggets and

fries
-Fruits
Now

-Malay traditional
Sea Club

foods (kuih)
-Snacks
-Heavy meals
-Hijab
-Junk food

Unikl Booth

-Sosej
-Sandwich

Up and
Coming

Risoles Food

Big Box

Fruity Fruit

our

-Carbonate
-Risoles with meat, chicken,
vegetables and tuna inside)
-Sandwich
-Dessert
-Fruit
-Fruit Juice
-Cocktail
-Iced blanded
-Cereal
-Fruit Bread
39

-Teh botol
Food
beverages

-Healthy drink
-Hello soda
-Soda cool mint
Table 6.0

Based on our observation we got a few competitors that can affect

our business performance. Firstly, our competitor is the rivals that run the
same type of business with my company. It will affect our business
because all rival got a same target market with us and they got the
advantage on the target market where our business only focus on a
certain floor but for our rival they are more focusing on the people who
come to the building. For example, the entrance of the building where by
anyone that comes to the building will be their target market. Then the
new rivals that do a business for charity or community service will affect
us a lot because people nowadays more toward for charity.
Our rivals also have the variety of product that they sell rather than
us which we just only two type of product. In the other word, as a
customer they will go to the places that have the variety of product so
they can make a comparison which is better for their appetite. For
example, for our booth we only sell salad and water detox but for our
competitor which they sell variety food and drinks such as cake, cereal
and other.
Furthermore our competitor, they have advantages on the price
where their food and drinks are cheaper but our food and drinks have the
advantages on the benefits so as it is good for health. So people may
choose either they want for health or base on their budget. As we state in
our SWOT analysis the strength of our business is people now days are
more toward healthy life style and this make us want to sell our product
more confidently.
Also for our competitor, they had sell variety of product that can
make their customer to be confuse but for us, we only sell two types of
products that can fulfil all customer need base on the lifestyle now day
40

that people really need to get this product. So it may give benefits to us
when people now days are need to rush in time so for our product maygive
benefits to them when our product is easy to carry and they can eat where
never they want any time any place but for our competitor, their product
also easy to carry but may give them trouble when they want to keep the
food longer so that they can eat later.
In conclusion, to compete with the competitor we need to use all the
opportunities effectively by fulfil what the customers need and want. We
also need to cover our weakness by making a good strength and good
trademark for our business. To make our business more special and much
better from others we need to make something different that can make
our business more attractive.

7.0

Financial Analysis

7.1.1 Pro-Forma Income Statement

Healthy King
PRO-FORMA INCOME STATEMENT
10 days
Sales

7,649

Less: Cost of Sales

Opening Stock of Finished Goods
Production Cost

5,176

less: Ending Stock of Finished Goods

5,176
Gross Profit

2,473

Less: Enpenditure
Administrative Expenditure

600

Marketing Expenditure

540

Other Expenditure

Business Registration & Licences

Insurance & Road Tax for Motor Vehicle

Other Pre-Operations Expenditure

Interest on Hire-Purchase

Interest on Loan

Depreciation of Fixed Assets

41

Total Expenditure

1,140

Net Profit Before Tax

1,333

Tax

Net Profit After Tax

1,333

Accumulated Net Profit

1,333

7.1.2Balance
Sheet
Healthy King
PRO-FORMA BALANCE SHEET
10 days
ASSETS
Fixed Assets (Book Value)
Land & Building

Furniture and Fitting

Equipment

0
189
189

Current Assets
Stock of Raw Materials

0
0

Stock of Finished Goods

Accounts Receivable

1,717

Cash Balance

0
0

Other Assets
Deposit
TOTAL ASSETS

20
1,926

Owners' Equity
Capital
Accumulated Profit

782
1,333
1,926

Long Term Liabilities

Loan Balance

Hire-Purchase Balance

0
0

Current Liabilities
Accounts Payable

42

TOTAL EQUITY & LIABILITIES

1,926

7.1.3 Cash Flow

CASH FLOW PRO - FORMA STATEMENT
DAYS

CASH
INFLOW
Capital
(Cash)
Loan

PreOperati
ons

Marketing
Expenditur
e
Printing
Expenses
Brochures
& Flyers
Advertisin
g
Business
Card
Cash
Purchase
Salaries,
EPF &
SOCSO
Other Cost

10
TOT
AL
10
DAY
S

782

782

125

125

75
8
75
8

782

782

794

758

838

790

814

838

495

782

782

794

758

838

790

814

838

495

7,64
9
8,55
6

50

50

50

50

50

50

50

50

50

50

500

20

20

20

20

20

20

20

20

20

20

200

15

15

15

15

15

15

15

15

15

15

150

10

10

10

10

10

10

10

10

10

10

100

51
3
75

513

75

75

75

75

75

75

75

75

75

750

15

15

15

15

15

15

15

15

15

15

150

Cash Sales
TOTAL
CASH
INFLOW
CASH
OUTFLOW
Administra
tive
Expenditur
e
Salaries

907

43

Deposit
(rent,
utilities,
etc.)
Purchase
of Fixed
Assets Others
TOTAL
CASH
OUTFLOW
CASH
SURPLUS
(DEFICIT)
BEGINNIN
G CASH
BALANCE
ENDING
CASH
BALANCE

20

20

189

189

209

69
8

185

185

185

185

185

185

185

185

185

2,57
2

698

60

597

597

609

573

653

605

629

653

310

5,98
4

69
8

758

1,3
55

1,9
52

2,5
61

3,1
34

3,7
87

4,3
92

5,0
21

5,6
74

698

75
8

1,3
55

1,9
52

2,5
61

3,1
34

3,7
87

4,3
92

5,0
21

5,6
74

5,9
84

5,98
4

8.0 Risk Analysis

Running a business can be a dangerous occupation with many
different types of risk. Some of these potential hazards can destroy a
business, while others can cause serious damage that can be costly and
time consuming to repair. Below , the risk analysis that Healthy King
analyze due to potential consequences that will faced it and how to
address when the things will happens.
RISK

CONSEQUENCE

HOW YOU WILL

Raw material price

Did not have enough raw

ADDRESS IT
Choose the cheapest

changes due to

material to running our

shop to buy a product

unstable economy

business because the

from the supplier that

increasing of product and

provides a fresh fruit,

services price such as an

vegetable and others like

impact after good and

a bottle.

services tax ( GST) being

For example, buying raw

44

Copyright

implemented in Malaysia

in Chow Kit

We lose our uniqueness

We will ensure that our

position in the market.

product and uniqueness

A competitor will use this

cannot be copied by

chance copy our product and

others such as make our

our market.

own business identity,

copy right and food
style.
Hide our special menu

Place

Give permission to run our

from the customers.

Open a booth in public

business in a floor that did not area and go every event

enter by others.

in other campus like MIIT

A management did not

or BMI and promote our

approve to give a best place

product.

for our sale.

Promote our product in

social media like Unikl
Business School
Facebook group and fan

Financial

-Lack of experience to make a

page of Unikl.
-Make a proposal and

management

good financial system in

ask a financial support

running a business.

from finance department

-Many demand from the

or SDCL in Unikl

customers and did not have a

Business School.

good financial system to

-Ask and collect it from a

rolling a business capital to

team member.

generate an income.

-Trying to fulfill all

demand from the
customer like make a
delivery from floor to
floor to generate more
income to our business.
45

Human Resource

-Fail to manage a schedule

-Manage a good

management

well in selling our product.

schedule and set every

-Misunderstanding between

shift will be do two

business partners.

members. For example,

-Not provide a good

one person to stay in

environment between seller

booth and another

and buyers.

person will make a

delivery.
-Trying to make a
communication and
discussion between team
members if anything
happen whether it good
or not.
-Always smile to the
customers and serve
them well.

46

9.0 Conclusion
In conclusion, we hope that Healthy King will get a positive response
from our target group which is the population from Yayasan Selangor
building consisting of UNIKL, UKM and Maybank staff and publics users. In
addition, Healthy King also expect that our business will be accepted by
whom come in Yayasan Selangor to make their own business. Hence, we
expect our health food products become lifestyle to students and staff at
Yayasan Selangor building. In addition, we also want to market our
products in every UNIKL residing in Malaysia to become a major supplier of
healthy food. Other than that, we hope that healthy lifestyle can
encourage the student and staff towards healthy food. Because healthy
food that we provide rich with nutrition and full with protein that will give
them a thousand of benefits such as they will energize during do their
daily activates and also it in low cost that can save up their money.
Besides that, the benefits that they will get are it will prevent from get a
disease such cancer, gastric, diabetes and so on. In additional, Healthy
king believe that product itself can be sell if the packaging are attractive
and the price that we provide are affordable for any level of consumer.
Last but not least, Healthy King hope that our business will be known by
entire UNIKL in Malaysia and will expand in global market.

47