Executive Summary

1 | P a g e

Chapter 1: Introduction

Name of the Company

Prince Toy Shop

Nature of Business

Industry Profile

Location of the Business

Date of Business Commencement

Factors in Selecting the Proposed Business

Future Prospects of the Business

2 | P a g e

Chapter 2: Company Background

2.1 Company Information

Name of the Company : Prince Toy Shop

Business Address :

Correspondence Address :

Telephone Number :

Main Activity :

Date of Commencement :

Date of Registration :

Registration Number :

Name of Bank :

Bank Account Number :

2.2 Owner Background

Name of the Owner :

Identity Card Number :

Permanent Address :

Correspondence Address :

Telephone Number :

Date of Birth :

Age :

Marital Status :

Academic Qualifications :

Skills :

Experience :

3 | P a g e

Chapter 3: Location of the Business

3.1 Overview

Prince Toy Shop is located on the house area of Jalan Raja Musa Aziz of the Ipoh City.

It’s a strategic location in the midst of other location such as manufacturing factory,

school, petrol station and also various housing estates. It is close to Aeon Station 18.

It is a double corner lot worth a monthly rental of RM 10, 000. The facility will be

divided to few section. The ground floor of the toy shop features reception counter,

display company product room and LCD display product area. The reception counter is

provide to customer who is interest to place order of company product and fulfill the

customer need. Display company product room and LCD display product area it is for

display all toy shop product.

The first floor of the toy shop include sales and marketing department, meeting

room, human resources department, graphic design department, produce department and

managing director department.

4 | P a g e

3.2 Location

Picture 5.0 Location

5 | P a g e

3.3 Layout Design

Picture 5.1 Layout Design

6 | P a g e

Chapter 4: Organization Structure

4.1 Introduction to the Organization

4.1.1 Goal

4.1.2 Mission

4.1.3 Vision

7 | P a g e

4.2 Organization Chart

Figure 4.0: Organization Chart

4.3 Manpower Planning

Position Number of Staff

Managing Director 1 (one)

Personal Assistant 1 (one)

Reception 1 (one)

Human Resources Manager 1 (one)

Graphic Design Manager 1 (one)

Produce Manager 1 (one)

Sales and Marketing 2 (two)

TOTAL MANPOWER 8 (eight)

Table 4.0: Manpower Planning

8 | P a g e

4.4 Roles and Responsibilities of Organization

Position Roles and Responsibilities

Managing Director

The responsibilities of managing director are set by the

organization's board of directors or other authority, depending on

the organization's legal structure. Managing director can be far-

reaching or quite limited and are typically enshrined in a formal

delegation of authority. Managing director has responsibilities as

a director, decision maker, leader, manager and executor. The

communicator role can involve the press and the rest of the

outside world, as well as the organization's management and

employees; the decision-making role involves high-level

decisions about policy and strategy. As a leader of the company,

the managing director advises the board of directors, motivates

employees, and drives change within the organization. As a

manager, the managing director presides over the organization's

day-to-day operations.

Personal Assistant

A personal assistant, sometimes called an executive secretary or

personal/private secretary, works closely with senior managerial

or directorial staff to provide administrative support, usually on a

one-to-one basis. Personal Assistant help managers to make the

best use of their time by dealing with secretarial and

administrative tasks. Personal Assistant need extensive

knowledge of the organization in which they work. They need to

know who key personnel are (both external and internal) and

understand an organization’s aims and objectives.

Human Resources

Manager

Administer compensation, benefits and performance management

systems, and safety and recreation programs. Identify staff

vacancies and recruit, interview and select applicants. Allocate

human resources, ensuring appropriate matches between

personnel. Provide current and prospective employees with

information about policies, job duties, working conditions, wages,

9 | P a g e

and opportunities for promotion and employee benefits. Advise

managers on organizational policy matters such as equal

employment opportunity and sexual harassment, and recommend

needed changes. Perform difficult staffing duties, including

dealing with understaffing, refereeing disputes, firing employees,

and administering disciplinary procedures.

Graphic Design

A graphic designer is responsible for creating design solutions

that have a high visual impact. The role involves listening to

clients and understanding their needs before making design

decisions.  Graphic designs are required for a huge variety of

products and activities, such as websites, advertising, posters,

product packaging, exhibitions and displays, corporate

communications and corporate identity, e.g. giving organizations

a visual brand. A graphic designer works to a brief agreed with

the client, creative director or account manager. Graphic design

develop creative ideas and concepts, choosing the appropriate

media and style to meet the client's objectives.

Produce Manager

Produce manager are responsible for managing department

inventory, in-stock position, pricing integrity, merchandising,

labor, and other operational processes to company standards.

Produce manager must follow the company sales and production

planning standards and will ensure that the department achieves

the standards of performance as outlined in the work plan.

Produce manager will plan, order, and process produce products

according to work plan and standards to maximize sales and gross

profit. Produce department will ensure all new department

associates receive proper training and supervision and will ensure

correct ordering, receiving, unloading, storage, and rotation of

merchandise and building of displays.

Accomplishes marketing and sales human resource objectives by

recruiting, selecting, orienting, training, assigning, scheduling,

10 | P a g e

Sales and

Marketing

Manager

coaching, counseling, and disciplining employees;

communicating job expectations; planning, monitoring,

appraising, and reviewing job contributions; planning and

reviewing compensation actions; enforcing policies and

procedures. 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, productivity,

quality, and customer-service standards; resolving problems;

completing audits; identifying trends; determining system

improvements; implementing change.

Reception

The basic office job of a receptionist is to greet the general

public, visitors, customers and other parties that arrive at your

business in person. In addition, the receptionist is responsible for

answering the telephone, directing calls, providing information on

the company/products and some general administrative tasks. The

most important job that the receptionist performs is to serve as the

"gate keeper" to the company.

Table 4.1: Roles and Responsibilities of Organization

11 | P a g e

4.5 Schedule of Remuneration

Position NoGross Salary

(RM)

EPF

Contributio

n

13 % (RM)

SOCSO 2

% (RM)

Net Salary

(RM)

Managing

Director1 3, 000 390 60 2, 550

Personal

Assistant1 1, 800 234 36 1, 530

Reception 1 1, 500 195 30 1, 275

Human Resources

Manager1 2, 000 260 40 1, 700

Graphic Design

Manager1 1, 500 195 30 1, 275

Produce Manager 1 1, 500 195 30 1, 275

Sales and

Marketing1 1, 500 195 30 1, 275

TOTAL 7 10, 880

Table 4.2 Schedule of Remuneration

12 | P a g e

4.6 List of Office Equipment

Item QuantityPrice per unit

(RM)

Total Cost

(RM)

Sofa (1 seat, 2 seat, 3 seat) 2 units 1, 500 3, 000

Display Rack 4 units 250 1, 000

Computer 6 units 1, 500 9, 000

Printer & Scanner 1 unit 1, 000 1, 000

LCD Projector 1 unit 500 500

Office table, chair 6 units 200 1, 200

Meeting table, chair 1 set 500 500

Product Display LCD Monitor 1 set 350 350

Product Display table 1 set 500 500

TOTAL (RM) 17, 050

Table 4.3 List of Office Equipment

4.7 Administrative Budget

Fixed Assets

(RM)

Monthly Expenses

(RM)

Others

(RM)

Furniture and Fitting

Salaries

Rental

Rental Deposit

Utilities

13 | P a g e

Chapter 5: Marketing Plan

5.1 Product or Service Description

5.1.1 Product

The toy industry covers a vast array of products, from action figures to game cards to

video games and more. Toys can be categorized within the specialty toy niche by type,

age group, theme, intended market, or subspecialty.

Types of toys Games, puzzles, plush toys, and projects and kits.

Age groups From infants to adults.

Toy themes Examples include nature, dress up, princess, and pirates.

Intended market Toys marketed to a specialized group of people or for a

specialized purpose, such as teacher resource materials, toys

for special-needs children, and multicultural toys.

Subspecialty toy Have a defining characteristic that forms a subcategory

within any of the other toy categories. Examples are toys

that are identified as gender-neutral, green, or made with

organic materials.

Table 5.0 Categories of Products

5.1.2 Service

The shop environment also sets specialty toy stores apart from mass merchandisers.

Specialty toy shop sell play as well as toys. The store design and merchandise displays

encourage shoppers to have hands-on contact and interactive experiences with toys. Shop

may have nooks where children can play with toys. Some have themed rooms or sections

such as dress-up devoted to a particular type of toy.

Many stores seek to be a destination store for family fun. They host in store

events that merge retailing with learning or entertainment. They offer special events such

as readings, game nights, art classes, toddler yoga, and other activities that encourage

growth and learning. Some toy stores become actively involved with specific groups

within the community, such as parents or educators. They become centers for those

14 | P a g e

groups, hosting events such as guest speakers, films, and other activities of interest to

members.

5.2 Target Market

Prince Toy Shop intends on using a number of marketing strategies that will allow the

Toy Shop to easily target individuals and families with children within the target market.

These strategies include traditional print advertisements and ads placed on search engines

on the Internet. Prince Toy Shop is a description of how the business intends to market

its services to the general public.

The Prince Toy Shop will also use an internet based strategy. This is very

important as many people seeking local retailers, such as toy stores, now the Internet to

conduct preliminary searches. Managing Director will register the Toy Shop with online

portals so that potential customers can easily reach the business. The company will also

develop its own online website, which will showcase the inventory of the Toy Shop,

allow customers to place orders for merchandise over the internet, show images of the

retail location, and provide relevant contact information.

The company will maintain a sizable amount of print and traditional advertising

methods within local markets to promote the toys that the Company is selling. This

efforts will be greatly expanded during the holiday seasons.

5.3 Market Analysis

The market for toy shop can be divided into two distinct segments:

i. Individual consumers: this group is parents or grandparents who are purchasing

the toy for a specific child.

ii. Wholesale purchasers: this segment is schools, daycare centers, etc., commercial

businesses that are buying the product for clients to use.

Prince Toy Shop has decided to sell direct to the consumer instead of using the

traditional layered distribution system that uses wholesalers to sell to retailers. While this

creates more work for Prince Toy Shop in terms of generating sales, it provides better

margins.

Additionally, this process will be more costly for the first few years, however, once

relationships are developed with individual consumers as well as the wholesale

15 | P a g e

purchasers, the marketing cost per sale will dramatically decrease as the original

customers become familiar with Prince Toy Shop outstanding product line and continue

to make purchases.

5.4 Marketing Segmentation

As mentioned market analysis about Prince Toy Shop has segmented the market into two

distinct customers, individuals and businesses.

i. Individuals: This segment is people buying a single product for their child or

someone that they know. The demographics for this segment is a household

income of more than RM50, 000 have high aspirations for their children in terms

of education and development and want to get started as soon as possible.

ii. Businesses: This group is buying the toys for children who are the business'

clients. These organizations typically are either day care based, or school based

such as nursery school or preschool. The number of children that they care for

generally ranges from 7 to 25.

5.4 Competition

The toy retailing market is broken up into multiples, department stores, on-line, catalogue

showrooms and toy stores of varying sizes. In recent years the number of small,

independent shops has declined. There has been a decrease in the market share of

specialist retailers with variety stores benefiting.

Due to growth in the sector, largely by multiples, the independent toy shop is

finding it increasingly difficult to compete on price and breadth of range. As a result,

smaller retailers have formed buying associations or are specializing in niche markets

such as higher quality branded goods, or models. Despite this, many small toy shops have

been forced to cease trading. Prices for toys should be measured against on-line sources

as this acts as a key price controller in the sector.

5.5 Market Share

5.6 Sales Forecast

5.7 Marketing Strategy

5.8 Marketing Budget

16 | P a g e