EXECUTIVE SUMMARY

Raya Family Delight's is a kuih raya supplier situated in Sungai Petani. It operates as a
partnership business with 5 partners, each overseeing various administrative roles such as General
Manager, Administrative Manager, Marketing Manager, Operations Manager, and Financial Manager.

Our company has established a strong market presence through our partners' expertise,
professionalism, and efficiency. Additionally, we aspire to emerge as one of the leading
manufacturers and suppliers of kuih raya across Malaysia by 2022, offering competitive prices and
maintaining high product quality standards. Ultimately, by focusing on meeting our customers' needs
and desires, we aim to drive the success of our company in the future.

We look forward to future success with this product for our business. In conclusion, we can
fulfil your company's "Vision and Mission" and pave the way for its continued growth and
development.
D. Partners background

GENERAL MANAGER

Name of owner Muhammad Syafiq Asnawi Bin Adzhar

Permanent address No 19 LOT 96936 Kampung Tersusun Batu Karang, 31900,

Kampar, Perak
E-mail msyafiqasnawi@gmail.com

Telephone number 019-2414850

Date of birth 3 August 2004

Age 20 y/o

Marital status Single

Academic qualifications 1. Sijil Pelajaran Malaysia

Previous business experience
Skills
2. Currently pursuing a Diploma in Information Management
at UiTM Kedah Branch Merbok Campus
1. Cashier (2021)
2. FNB sectors (2023)
1. Good communication skills
2. Decision-making skills
3. Social media skill
4. Time management
5. Risk taker
6. Familiar with Internet Explorer
 ADMINISTRATION MANAGER

Name Nur Syazana Binti Kamarulzaman

Permanent address No.94, Jalan U27, Bandar Universiti, Seri Iskandar, 32610
Perak
E-mail syazanakamarulzaman@gmail.com

Telephone number 011-24301974

Date of birth 1 September 2004

Age 20 y/o

Marital status Single

Academic qualifications 1. Sijil Pelajaran Malaysia

2. Currently pursuing a Diploma in Information Management
at UiTM Kedah Branch Merbok Campus
Previous business experience
Skills
1. Cashier at Lotus Mall (2022)
2. Office clerk at Lambokini Enterprise (2023)
3. Selling cosmetic product online (2023)
1. Spoke-person
2. Great management and communication skills
3. Can work in groups and personally
4. Innovative

MARKETING MANAGER

Name Ade Ruth Azlin A/P Awang

Permanent address No 42, kampung Batu 14 Jalan Pahang 35000 Tapah

E-mail aderuth4@gmail.com

Telephone number 017-5347190

Date of birth 1 September 2004

Age 20 y/o

Marital status Single

Academic qualifications 1. Sijil Pelajaran Malaysia

Previous business experience
Skills
2. Currently pursuing a Diploma in Information Management
at UiTM Kedah Branch Merbok Campus
1. Food industry (3 months)
2. Financial field (1 year)
1. Communication skills
 2. Digital marketing proficiency
3. Budget management
4. Project management

OPERATION MANAGER

Name Nurul Husna Binti Mohamad Kamil

Permanent address KM29.5 Kampung Bukit,Pokok Sena, Kedah

E-mail nurulhusna31@gmail.com

Telephone number 013-9148003

Date of birth 11 November 2004

Age 20 y/o

Marital status Single

Academic qualifications 1. Sijil Pelajaran Malaysia

Previous business experience
Skills
2. Currently pursuing a Diploma in Information Management
at UiTM Kedah Branch Merbok Campus
1. Administration field (1 year)
2. Customer services (1 year)
1. Expert in communication skills
 2. Good at operation management
3. Speaking in the English language fluently

FINANCIAL MANAGER

Name Amirah Haifa Binti Adnan

Permanent address F-3-11 Taman Dahlia 07000 Langkawi, Kedah Darul Aman

E-mail amirahhaifa1603@gmail.com

Telephone number 011-11937332

Date of birth 16 March 2004

Age 20 y/o

Marital status Single

Academic qualifications 1. Sijil Pelajaran Malaysia

Previous business experience
Skills
2. Currently pursuing a Diploma in Information Management
at UiTM Kedah Branch Merbok Campus
1. Retail sales (2023)
2. Family business (2023)
1. Financial management
 2. Data analysis
3. Project management

F. Marketing plan

Marketing objectives:

• Increase brand awareness: Boost brand awareness and familiarity within the intended market.

• Increase sales: Use successful marketing techniques to encourage more purchases and income.

• Boost customer engagement: Create more meaningful relationships with consumers by providing
them with interactive experiences and material.

- Product Description

NAME & PRODUCT ILLUSTRATIONS DESCRIPTIONS

Ingredients:
Wheat flour, sugar, cream cracker biscuits, eggs
and margarine

CREAM CRACKER

Ingredients:
Wheat flour, sugar, margarine, eggs and coco
crunch

COCOCRUNCH
 Ingredients:
Wheat flour, sugar, margarine, mix fruit and
eggs

MIX FRUIT

Ingredients:
Wheat flour, sugar, margarine, eggs, nestum
and cornflakes

MELON SEED

Ingredients:
Wheat flour, sugar, margarine, eggs, ground
almonds and coffee seasoning

BADAM KOPI

- Target market

To ensure that our marketing strategy aligns with customer needs and drives business growth, it's
essential to prioritise the quality of this kuih raya. Our target audience encompasses children,
families, adults, and seniors. To tailor our approach, we have carefully analyzed three key factors—
geography, physiology, and demographics. By understanding these elements, we can effectively
define our target market, operate our business seamlessly, and establish future objectives.

(Psychographic)

To make sure our marketing is spot on and brings in the dough, we have to suss out what our clients
are into in their day-to-day. Their lifestyle and what they're up to play a big role in how they shop,
including their vibes, expectations, and what they're into. After digging deep, we found our target
crew is a mix of folks from all walks of life and genders. You know, we're up against some big names
like Annabelle Cookies Sdn Bhd, The Cookies Box and Kerepek House Enterprise, but we're doing
something a bit special. We're hooking our customers up with a range of top-notch kuih raya that
stand out with their top-notch ingredients and flavours.

(Behavioural)

In terms of our customer interactions, it's all about forging those meaningful relationships through
personal engagement. In our system, we take it up a notch by providing extra services for those
planning events such as birthdays, weddings, or any special gatherings. By adding this extra layer of
service, we can ramp up our business earnings and potentially expand to new territories.

- Market size

No 29, 30, Lorong 4, Aman Square, 08000 Sungai Petani, Kedah

Total population: 230,000 people

Target market: 15% x 23,000

= 34,500

1 unit (per box) = RM 6.00

Market size = 34,500 x RM 6.00

= RM 207,000

- Sales forecast

NO YEAR MONTH SALES FORECAST (RM) EVENT

1 1 January 677
(2022)
2 February 5,240 Chinese New Year
3 March 3,860
4 April 561
 5 May 9,926 Hari Raya Aidil Fitri
6 June 2,108
7 July 8,340 Hari Raya Aidil Adha
8 August 5,110
9 September 983
10 October 7,083 Deepavali
11 November 389
12 December 7,540 Christmas & School Holiday
TOTAL 48,818
15% x 48,818
2 = 7,322.70
(2023) = 7,322.70 + 48,818
= 56,140.70
15% x 56,140.70
3 = 8,421.10
(2024) = 8,421.10 + 56,140.70
= 64,561.80

ITEM CALCULATION
Average sales forecast per month RM 48,818 / 12 months
= RM 4,068.16
Price per unit RM 6.00
Number of outputs per month RM 4,068.16 / RM 6.00
= 678 unit
The amount of output to be produced 678 / 24 days
per day is = 28 units per day

- Competition

NO COMPETITION STRENGTHS WEAKNESSES

1 Annabelle Cookies Sdn  Have a showroom to  Lack of promotion
Bhd show the product that strategy
has been produced  It’s a small
 The price of the cookies is company
 very affordable
 The place is so
comfortable and
aesthetic
2 The Cookies Box  Has low prices  Less promotion
 The product was made in offered
a traditional way  Poor customer
 Have regular customers service
3 Kerepek House  Provide delivery service  The environment is
Enterprise to their customers not interesting
 Customers can book or  The quantity of their
order during the festive products is limited
season
 Have various types of
chips and flavors

- Market share

A) Before Enter Market

NO COMPETITORS % OF MARKET SHARES (%) TOTAL MARKET (RM)

1 Annabelle Cookies Sdn 25 8,625
Bhd
2 The Cookies Box 35 12,075
3 Kerepek House 40 13,800
Enterprise
TOTAL 100 34,500

B) After Enter Market

NO COMPETITORS % OF MARKET SHARES (%) TOTAL MARKET (RM)

1 Annabelle Cookies Sdn 20 6,900
Bhd
2 The Cookies Box 30 10,350
3 Kerepek House 35 12,075
 Enterprise
4 Raya Family Delight’s 15 5,175
TOTAL 100 34,50

- Marketing mix

1. Product

• Brand name

Our product, Raya Family Delight’s has such a cool and catchy name. It's all about serving up those
unique flavours for customers who prefer a less sweet taste. Once they try our treats, they'll keep
coming back for more because our Raya Family Delight’s is just bursting with deliciousness from
those special flavours we use. The name alone will pique people's interest and make them curious to
learn more about what we offer. It sets us apart and makes folks wonder what magic we've got that
other brands don't.

• Product Quality

The design of our product plays a crucial role in captivating the target market. We craft captivating
designs to draw in our customers and entice them to make a purchase. This strategy ensures that our
customers experience satisfaction with the product design every time they buy from us.

• Design

The design of our product plays a crucial role in captivating the target market. We craft captivating
designs to draw in our customers and entice them to make a purchase. This strategy ensures that our
customers experience satisfaction with the product design every time they buy from us.

• Labelling

We decided to include full product information, including the manufacturer's name and address,
product ingredients, quantity information, and product name, in our products. The purpose of
labelling is to facilitate our customers' access to any information about the product.

• Warranty
We have provided about 2 weeks warranty for our product. After 2 weeks, the product cannot be
eaten and the product will be broken.

2. Pricing

The cost of the item is the money the customer pays for a specific purchase. We've opted for cost-
based pricing as our pricing method. The key benefit of this approach is that determining selling
prices is quite straightforward. By applying a consistent markup percentage across different product
lines, the business can more accurately forecast the overall profit margin.

• Pricing tactics

Pricing strategies are the most crucial business strategies. We devised a plan to design certain pricing
strategies for our firm to market our items to customers:

1) Promotional pricing
Additionally, our merchandise will have special prices on several significant days, such as
Deepavali, National, and Hari Raya promotions. We will provide them with discounted pricing
on the products they purchase. This will boost our revenue and enable us to draw in new
clients at the same time.
2) Product bundle pricing
Furthermore, we provide product bundles, in which clients who buy 20 packs of the product
will also receive a bonus pack as a free present. Customers will be able to purchase our
product in greater numbers and will also be eligible to earn a gift from us.

3. Place or Distribution channel

We have decided to distribute our items through this channel. We have chosen to use Internet
platforms for our product marketing. This decision was made to make the purchasing process easier
for our clients. These days, social media is the main tool used by consumers to get around
restrictions on their purchases. Our goal is to produce our goods in large quantities and sell them
online and in physical places. By doing this, we can use online channels to get customer feedback and
address any issues they may have with our products.

4. Promotion strategy

The Internet:

1) Facebook
 By setting up our official Facebook account under the name "Raya Family Delight's," we can
effectively showcase our company details, contact information, pricing, and product images.
This way, customers can easily access all the information they need about our products on
Facebook. It's a smart way to reach out to potential customers and provide them with
essential details about our offerings. Here’s the link that you can follow
https://www.facebook.com/raya.delights?mibextid=ZbWKwL

2) Instagram
We have set up our very own Instagram page under the name "Raya Family Delight's." On
this platform, we showcase details about our products. This way, individuals who don't use
Facebook can still access information about our products through our Instagram account.
Link’s here: https://www.instagram.com/rayafam_delights05?igsh=cXprbWx2NHpqcGcw

- Marketing budget

Fixed Assets Monthly Other Total

Particulars Expenses Expense Expense
(RM) (RM) (RM) (RM)
Fixed Assets
Office furniture 8,405.00 8,405.00
Office equipment 33,030.95 33,030.95
Working Capital
Billboard 1,300.00 1,300.00
Office supplies 250.50 250.50
Other Expenditures
Banner 28.00 28.00
Poster 20.00 x 4 80.00
TOTAL 41,435.95 1,598.50 43,094.45
CONCLUSION

Raya Family Delight's is venturing into manufacturing new products to ensure our customers
receive only top-notch kuih raya crafted from our exclusive recipe. Through research, we have
identified a strong demand for our offerings among the populace, presenting a lucrative opportunity
for us to capitalize on and generate significant profits.

Our commitment lies in delivering fresh and halal products to cater to our customers' needs
and preferences. We take pleasure in fulfilling their requirements and desires.

In essence, we are confident in our ability to satisfy the demands of our target market. Our
vision is to establish ourselves as the premier kuih raya producer with innovative creations in Kedah
and across Malaysia. Additionally, we aspire to expand our reach to the international market soon.
Rest assured; we are dedicated to turning this aspiration into reality.