MGT 269

BUSINESS COMMUNICATION

PREPARED BY:

NAME NO MATRIKS CLASS

NURUL AZLIN BINTI AZMAN 2020189497 DBS 2A

SYAZLINA AQILAH BINTI AZMAN 2020754535 DBS 2A

FATIN NURNABILAH BINTI SAAD 2020311439 DBS 2A

NUR ANIS SYUHADAH BINTI MOHD YUSOP 2020502385 DBS 2A

LEADER OF TEAMS : NURUL AZLIN BT AZMAN

DATE OF SUBMISSION : 31 DECEMBER 2020

NAME OF LECTURER : PUAN KHADIJAH MOHD KUDUS

 LETTER OF TRANSMITTAL

December 31st, 2020

Madam Khadijah Binti Mohd Kudus
Kolej Professional Baitulmal

Dear Madam,

It is to present to you the Business Communication Final Report which is required by the
university for this assessment.

This report has been prepared in accordance with the guidelines issued by you.
The purpose of the report is to inform you about my about my small business the name is Blue
Skies Ice Cream the content of this report concentrates about problem of this company. This
report also discuss how to manages and handle the problems that my company faced it.

I have put all the efforts to summarize my knowledge and experience in this report to make it
comprehensive and to meet your expectations.

With Regards,

Azlin azman

Nurul Azlin Binti Azman

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 TABLE OF CONTENT

BIL TOPICS PAGES

1 LETTER OF TRANSMITTAL 2

2 EXECUTIVE SUMMARY 5

3 ACKNOWLEDGEMENT 6

4 BACKGROUND OF COMPANY 7

5 PROBLEM STATEMENTS 8-9

- PURPOSE OF STUDY

7 SCOPE OF THE STUDY 10

8 SOURCES OF SECONDARY DATA 11

9 METHODOLOGY OF RESEARCHES 12

10 LIMITATION OF STUDY 13

- DEFINITION OF THE TERMS

11 FINDINGS / ANALYSIS 14 - 17

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BIL TOPICS PAGES

12 RECOMMENDATIONS 18 - 19

13 CONCLUSION 20 - 21

14 REFERENCES 22

15 APPENDINCES 23 - 24

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 EXECUTIVE SUMMARY

This report is tasked with examining the common problems faced by Blue-Skies Ice Cream
companies throughout the business operations and to recommend ways to increase that
amount.

Blue skies ice cream is a company that produced and sells selection of ice creams consisting of
local fruit ice cream. Blue Skies Ice Cream is located at 3 branches in Shah Alam and Damansara
Mall. The target market’s for Blue Skies Ice Cream is for children, teenagers and also adults.
Based on the researched, the highest percentage is demand of ice cream is children.

We have done with all the problem statements have been resolved and identified through a
number of relevant methods. All solutions can be found in the appendices. It’s includes data of
sales Blue Skies Ice Cream company every month and data of sales among flavor ice cream
every month. The report evaluates that to bring name Blue Skies Ice Cream and expand
business further is tying up with restaurants and fast food chains by collaborating with famous
brand such as "Tea live", K Fry Korea Urban Fried Chicken" and so on so that their market
becomes large.

The report finds the sale’s situation of the company in its current situation are not stable and
not reach the sale’s target. The major areas of weakness require further strategies and full
cooperation by the employees and the management team.

It is recommend :

- The company should do discount at special day such as Mother days, Independence Day
and Celebration Day. Discount 10% will be given if purchased up RM15 and discount are
available for member and non-member
- Register at any food delivery application such as Grab Food and Food Panda.
- Use marketing opportunities in social media such as Instagram, TikTok and Facebook to
develop the ice cream business effectively.

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 ACKNOWLEDGEMENT

In the name of Allah, the Most Gracious, The Most Merciful.

Praise be to Allah, Lord of the universe, who give the blessing and strength to complete this
project paper for our group assignment. Peace and prayers be upon His Final Prophet and
messenger Muhammad, the ideal role model for human beings.

We would like to take this opportunity to thank to our lecturer of Business Communication MGT
269, for her support and advice in complete this group assignment. We very appreciate what
have she done to explain about this assignment. May Allah reward her for all her efforts.

This assignment cannot be completed without the efforts and cooperation from our group
members that consists of Fatin Nurnabilah, Nurul Azlin, Nur Anis Syuhadah and Syazlina Aqilah
though at first there was some problems but we managed to be responsible towards each
parts that leads to a complete report.

Lastly, we would like to extend our deepest gratitude and special thanks to all who have directly
and indirectly guided us in the writing this project paper. We express our deepest appreciation
to our beloved parents, family, friends and colleagues for their continuous encouragement are
greatly appreciated.

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INTRODUCTION

BACKGROUND OF COMPANY

Blue Skies Ice Cream is a new ice-cream company that began operations on March 14th,
2014.The first opening branch at Putrajaya. This company was been created by Ameera. In
February 2020, they manage to open 3 branches in Shah Allam and Damansara Mall. Blue Skies
Ice Cream creates and market innovative, premium ice-cream, specialty frozen dessert and
beverages. A selection of ice-creams consisting of local fruit ice-cream, such as mangos teens,
mango and rambutans ice-cream are offered by Blue Skies Ice Cream. There are few different
products marketed by Blue Skies Ice Cream which are ice-cream, sundaes, beverages and ice-
cream cakes. For ice-cream, it is divided into hand-packed ice-cream and pre-packed ice-cream.
The types of ice-cream available are rotators, sherbets, no sugar added ice-cream, lighter side
ice-cream and low-fat ice-cream. For beverages, we are available for shakes, blast and fruit
fusion. In addition, Blue Skies Ice Cream also offers many different kinds of ice-cream cakes,
which are individual treats ice-cream cakes, birthday ice-cream cakes, elegant designs of ice-
cream cakes, special occasions ice-cream cakes, holiday ice-cream cake sand ice-cream cakes
for kids. Blue Skies Ice Cream operates from Monday to Saturday, closes on Sunday and begins
operating from 10.00 a.m. to 10.00 p.m. Blue Skies Ice Cream has 3 employees, consisting of 2
employees in the ice-cream distribution division and an operations manager who will work in
the ice-cream sales division and an operations manager who will control all activities in the
organization that occur. Blue Skies Ice Cream began the company with RM 400,000 capital for
the company and a lot of shop rent amounted to RM 5,000 per month.

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PROBLEM STATEMENTS

A) COMPETITOR:

• A competitor offers the same product

It is very difficult for company Blue Skies Ice Cream because compared to business an ice-cream
McDonalds and Baskin Robbins ice-cream that has been in service for a long time, Blue Skies Ice
Cream is a new an ice-cream product company with no frequent customers and this will make it
difficult to get customers or develop a company.

B) SALES:

• Unsatisfactory sales

Due to the small capital and the supply of ice-cream is less popular among buyers compared to
Baskin Robin Ice Cream has caused a decrease in sales thus making it difficult to make Blue Skies
Ice Cream to grow the business and open new branches in the allotted time.

C) CUSTOMER RELATIONS:

• Customer's view on an ice-cream

Based on the selling of ice-cream flavorings such as love portion cookies and cream at Baskin
Robins, customers will look low on an ice-cream that Blue Skies Ice Cream has sold. It's hard for
company to repair the view and understanding of customers. Most of them complain that an
ice-cream they sell uses non-fresh fruit and has a bad taste.

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D) MARKETING:

• Lack of capital for product advertising

Due to the limited resources of our company, we have problems with advertising products via
television that require high capital for advertising on ice-cream. We need ads through television
because we think the customer watch more television to get knowledge about company new
goods like new ice-cream advertising broadcast by McDonald’s showing the excitement of a
woman enjoying ice-cream. Television advertising will be able to help Blue Skies Ice Cream
boost sales in the future.

PURPOSE OF STUDY

The purpose of the study is enables research to collect necessary relevant information.

• To know about the marketing skills use convincing the customers.

• Find ways to divert capital from sales proceeds to grow the business.

• Take care of the welfare of all work and no partiality among employees.

• To study the influence of various factor on the purchase stock to make ice cream
Maintain the quality of the ice cream by using ingredients and selling it at an
affordable price.

• By selling unique homemade ice cream flavor to impress the public.

• Produce more flavors that are preferred by customers by making survey.

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 SCOPE OF THE STUDY

The scope of the study to understand the problem faced by the business while growing the
retail outlets. We make this research based on the company problems that need to be focused
in this business such as training or finding experienced worker to make an ice-cream and should
use sophisticated technology to we can make ice cream faster so that this business will be
successful in the future. In addition, our business must work hard to compete with the big
companies in an ice-cream business.

The entire method to marketing is focused on the goal of fulfilling the consumer's wishes. It is
important to consider what the customer needs, how they see the product (service), what
exactly (ideally) they want to extract the product (service) from, how do they make a decision
on the choice of brand, what are the sources of knowledge to influence processes ?

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 SOURCES OF SECONDARY DATA

The two most common types of secondary data sources are called internal and external. In this
case, however, external data sources are used. They are, on the other hand, those external to
an association or research institution. This form of data was obtained by "somebody else" in the
literal sense of the word. The advantage of external data sources is that they provide detailed
data – however, you can often need more effort (or money) to obtain it.

A clear benefit of using secondary data is that much of the background work needed has
already been carried out, such as literature reviews or case studies. The data may have been

used in published texts and statistics elsewhere, and the data could already be promoted in the

media or bring in useful personal contacts. Secondary data generally have a pre-established
degree of validity and reliability which need not be re-examined by the researcher who is re-

using such data. Secondary data is key in the concept of data enrichment, which is where
datasets from secondary sources are connected to a research dataset to improve its precision
by adding key attributes and values.

The type of secondary data we use is website. We refer all information in Wikipedia because it
gives a lot information about our assignment. . The sources are published in text and written by
popular journalist. Another type of secondary data we use is media social such as Facebook and
Instagram. In new era, a lot of information been spreading in social media. The few articles that
written in social media is by a fact. But to gain information in article, we research deeply about
the article.

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 METHODOLOGY OF RESEARCH

The research methodology involved data based on website. Marketing research is the process
collecting and analyzing marketing information and ultimately arrived at certain conclusion.
Management in any organization needs information about potential marketing plans and to
change in the market place. Marketing research includes all the activities that enable an
organization to obtain the information. This research is very important in strategy formation
and feedback of any organizational plan.

Research design is the plan, structure and strategy of investigation conceived so as to obtain to
research problem and control variances. It is the specification of methods and procedure for
acquiring the information needed. It is overall operational pattern or framework of the project
that stipulated what information is to be collected and from which source and by what produce.

The first method we use consisted of research approach. The research approach that was
followed for the purposes of this research was the inductive one. According to this approach,
researchers begin with specific observation, which are used to produce generalized theories
and conclusions drawn from the research. The reasons for occupying the inductive approach
was that it takes into account the context where research effort is active, while it is also most
appropriate for small samples that produce qualitative data.

Second method we used is specific research instrument. We collected about product, history,
problem statement and working procedure from website and journal. There are several
websites that give many useful information for our assignment research.

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 LIMITATION OF STUDY

The limitation of study that we through to prepare this report which is we can’t make interview
to get materials of this proposal. Next is limited to access data because we have only can take
resources in internet only and can’t go anywhere because of this pandemic. The last is time
constraints because have many assignments of other subjects give deadline for submission.

DEFINITION OF TERMS

There have a several words we use on this report is:

• Ice-Cream - At Blue Skies Ice Cream was sell an Ice-cream. Ice-cream is a popular dessert
between people without regardless of age. Many types of an ice-cream were selling at
Blue Skies Ice Cream included local fruit ice-cream, such as mangos teens, mangoes and
rambutans.

• Company - A company is a legal entity formed by a group of individuals to engage in and

operate a business enterprise in a commercial or industrial capacity. A company is
generally organized to earn a profit from business activities. Companies may be either
public or private the former issues equity to shareholders on an exchange, while the
latter is privately-owned and not regulated.

• Research - A careful consideration of study regarding a particular concern or problem

using scientific methods. According to the American sociologist Earl Robert Babbie,
“Research is a systematic inquiry to describe, explain, predict, and control the observed
phenomenon. Research involves inductive and deductive methods.

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 FINDINGS / ANALYSIS

For findings we use SWOT analysis:

1. STRENGTHS : -

a) Great of Customer Services.

Blue Skies Ice Cream has maintained a good reputation for serving customers for a long time.
They have made several flavors for them by keeping them in mind. Also, they allow the
customers to taste the ice cream choices before buying them.

b) Create unique of flavor ice-cream.

The ice-cream is made with very good ingredients and flavor that people love. For a long time,
they limited themselves to their stores to make themselves exclusive. Blue Skies Ice Cream have
always used good materials and now they are created unique flavor with local fruit such as
mangos teens, rambutan and mangoes. The flavors are rarely designed or discovered by any
competitor.

c) Easy Availability and Different Options.

The stores can be found in almost every popular place in the countries that they are situated in.
Also, they have scoop and quantity options available to help the customers. They are also
available at supermarkets which make it easier for people to pick them up.

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2. WEAKNESS : -

a) Lack of marketing skills.

Less attractive promotion can down the business achievement to achieve the target such as
making more sales and customers.

b) Lack of knowledge in organizing business strategies.

Ineffective business strategies will cause the business to be unable to operate for a long period
of time. The main problem that business face is lack experience in how to overcome the main
business problem such as competitor offer the same product.

c) Workers are less motivated.

Unmotivated workers will inhibit business performance with problems such as fights between
customers and it will be more difficult to complete each job that has been given according to
the scope of work.

d) Business earns low sales every month

Due to low sales, the business cannot grow in the allotted time, making it difficult for the
business to create any ads that can help the business in increasing sales and gaining more
customer

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3. OPPORTUNITY : -

a) Tying up with restaurants and fast food chains

This shop should expand their business by collaborating with famous brand such as "Tea live", K
Fry Korea Urban Fried Chicken" and so on so that their market becomes large.

b) Using better advertising

We need to promote expand our products and brand more by advertising it on radio, television
or even installing billboards to promote it, so that the consumer can know a little more about
our product. Introducing better advertising can help us make consumer base even larger.
Advertising through social media influencers are the latest trend and it works quite well.

c) Come up with new flavor

To attract more consumers for always buy our product, Blue Skies Ice-Cream need to produce
new, unique and delicious flavor to sell to the consumer. The new flavor should have a big
impact on the consumer so that consumers can purchase it again.

d) Make promotional prices

Blue Skies Ice-Cream can offer promotional prices such as buy 1 free 1, make promotional price
in certain days such as independent day, Mother’s Day and so on. This make consumer to buy
the ice cream more effectively.

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4. THREATENS : -

a) Negativity associated with sugar and dairy.

The health industry is lashing over sugar and dairy is bad for the human health. This can indeed
affect the health of consumer Blue Skies Ice-Cream.

b) Availability of alternative ice cream.

Ice creams made from Almond milk and coconut milk is being introduced and people are drawn
towards them as they are healthier options. Also, they use artificial or natural calorie-free
sweeteners.

c) The change in culture and lifestyles

Customer can change tastes according now days trend. Since the market is crowded with many
competitors and customers have many options to order the same product with different brand.

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 RECOMMENDATIONS

Based on our research, we recommend the company should do discount at special day such as
Mother days, Independence Day and Celebration Day. Discount 10% will be given if purchased
up Rm 15 and discount are available for member and non-member. Discount purchased known
as a business plan that will help business making more customers and gain more profit in other
to achieve business target to be a popular ice cream in term of 5 years.

Next, we recommend to register at any food delivery application such as Grab Food, Food
Panda. Now days, people rather use delivery food than go restaurant itself. Besides that, it can
save more time and money if they purchase through delivery apps because customers will get
more discount if they use the code that given. the existence of food delivery applications is very
convenient to us. One can order food and have the restaurant deliver it to you without having
the need to travel all the way to the restaurant to order and enjoy the food. You can stay at
home all day without having the need to go outside if you are having a lazy day and are hungry
in the mood for good food. By ordering food online, it enables us to avoid going out to
restaurants during harsh weathers. Bad weather can be upsetting for a restaurant’s income.
Customers often prefer to stay indoors to avoid the bad weather, and restaurants would often
remain emptier than usual because of the lack of customers. The development of online food
delivery services has enabled restaurants and customers to connect even when facing
unfavorable weather. Restaurants can conduct steady business and customers stay well fed.
Everyone stays dry and happy, well except for the delivery driver.

Besides that, give it a tester at the supermarket Tester will be given at the supermarket to
encourage people to taste the deliciousness of blue skies ice cream before they buy. The tester
of ice cream will make them fall in love with the taste and the probability to be the best seller
ice cream will be achievable .Moreover, tester given will helps business to gain new customers
and at the same time will be known by others as an ice cream that made by 100% of fresh fruits

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and it can be eat for people who are in diet because there is no extra sugar that mixed with the
ice cream.

In additional information, use marketing opportunities in social media such as Instagram, Tic
Tok and Facebook to develop the ice cream business effectively. Do a live stream ice cream on
Instagram, Facebook. Nowadays to gain more sales, we need to be more creative by selling the
ice cream on live streaming such as go shop, Instagram live and Facebook live. By selling on live
we are able to get more viewers and the business sales will increase in a short time.

Furthermore, hiring the employees who have an approval degree in marketing or who have
experience work to manage business organizing. Hiring an employee with work experience is
very appropriate because it facilitates business management to operate more effectively.

Lastly, make billboards advertising. With more commuters on the roads than ever before,
billboard advertising allows you to reach more people faster and cheaper than any other mass
marketing media. Also, with billboards you have a guaranteed audience. As your message gets
repeated views it becomes more engrained in their memory, they will remember it more and
will come to find you.

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 CONCLUSION

Based on our swot, we find that many weaknesses we must to improve for business to grow.
Lack of marketing skills is major weakness we had. Blue Skies Ice-Cream need powerful
marketing. Marketing is important in business; this term may be the key of Blue Skies Ice-Cream
successful. A majority of marketing activities are geared towards building the brand equity of
the company. We can see examples of some businesses that use marketing in business strategy,
their brand is growing significantly in the field of business. Good marketing can lead business to
into the valley of success. Blue Skies Ice-Cream must hire someone for marketing such as create
media social platform like Instagram, Facebook and twitter. Now days, they advertising through
social media influencer and it works quite well. Furthermore, founder of Blue Skies Ice-Cream
can learn marketing knowledge by attending marketing event that organized by
business coach or mentor. Participating in mentoring or coaching programs can help develop a
greater understanding of business processes and practices, and equip with the skills founder
need to grow and improve the business.

After we do some analysis in our swot, we realize that we had to maintain our strength which is
keep create unique flavor of ice-cream and train worker to provide friendly service to
customers. As you can see now days consumer get attract by unique product such as `Maggi
bobba’ that been create by company tea live. The strange taste of a product further increases
the desire of consumers to buy. It will be great if Blue Skies Ice-Cream create more unique
flavor such as Honey Ice-Cream with Jelly or Cane Ice-Cream. Great customer service. Also, the
key to good customer service is building good relationships with your customers. Thanking the
customer and promoting a positive, helpful and friendly environment will ensure they leave
with a great impression. A happy customer will return often and is likely to spend more. staff
need to have good communication and sales skill.

Lastly, we must keep search the opportunity for business grow. Opportunity is important in
business, we must be quick in seizing the opportunities that come in business. To identify
market opportunities for business growth it is necessary to understand our company’s business

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direction and to have knowledge of the resources, strengths and capabilities of our company.
Once we have a good understanding of company goals and areas of expertise, the next step is
to analyze the market, assessing consumer needs and how they are being met by companies
today. In order to identify market opportunities, the business model as a whole must be
evaluated by identifying consumers and companies and other factors such as brand value
propositions, direct and indirect competitors, supply chains, existing regulations and the general
environment.

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 REFERENCES

website

Adam. (2010, June 5). Baskin Robbins USA SWOT Analysis. Retrieved from
https://www.freeswotanalysis.com/retailing-swot/62-baskin-robbins-usa-co-swot-
analysis.html

Bhasin, H. (2019, January 31). SWOT analysis of Baskin Robbins. Retrieved from
https://www.marketing91.com/swot-analysis-baskin-robbins/

Keshri, A. (2013, September 29). Baskin Project Report (Brand Analysis or Promotional Scheme).
Retrieved from https://www.slideshare.net/abhike/summer-project-26680788

Khawla. (2016, December 18). BASKIN ROBBINS SWOT ANALYSIS. Retrieved from
https://prezi.com/mx68aspherrf/baskin-robbins-swot-analysis/

Maya, S. (2012, April 5). report on project paper. Retrieved from

https://www.slideshare.net/SeredupMaya/report-on-project-paper-12290119

Monash. (2018, January 1). Seminar assignments, Baskin-Robbins Research Proposal. Retrieved
from https://www.studocu.com/en-au/document/monash-university/marketing-
research/assignments/seminar-assignments-baskin-robbins-research-
proposal/293268/view

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 APPENDICES

Appendices A contain sales data every month. We have target for reached 16,000 total sales for
every month. But regarding this data we reached only 10,000 average every month. This show
that our business earns low profit every month.

Sales Of Blue Skies Ice-Cream

10,100
10,088
10,080 10,075 10,075
10,069 10,074
10,060 10,056 10,054
10,040 10,040
AMOUNT

10,034
10,020
10,000 10,000
9,980
9,960
9,940

MONTH

Sales

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Appendices B contain sales of product every month. From the chart we can see every month
ice-cream flavor of Rambutan received a warm response among customers. This show unique
ice cream flavor such as Rambutan is our strength to further expand our business.

Product Sales Every Month

80%
70%
60%
50%
40%
30%
20%
10%
0%

Rambutan Flavor Local Fruit Flavor Regular Flavor

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