SCHOOL OF BUSINESS STUDIES aCADEMIC YEAR 2012/2013
ABDM3313 ENTREPRENEURSHIP
BUSINESS TITLE: Food & Beverages Industry (I-Cream)

Programme : DBU2
Tutors name : Mr. Lai Mun Keong
Submission date: 7th March 2013
NAME STUDENT ID
1) Tong Wai Teng 11WBD06837
2) Chong Hui Myn 11WBD02755
3) Siow Wern Chie 11WBD05161
4) Say Kui Xiang 11WBD04783

Table of Content 1.0 Executive Summary
2.0 Business Description
2.1 The Management Team
2.2 Vision
2.3 Mission
2.4 Goal
2.5 Objective
3.0 Industry Analysis
3.1 Politic
3.2 Economic
3.3 Social
3.4 Technology
4.0 Market Analysis
4.1 Target Market
4.2 Customer’s needs and wants
4.3 Competitor analysis
5.0 Marketing Plan
5.1 Price
5.2 Promotion
5.3 Place
5.4 Product
6.0 Financial Projections
6.1 Start-up expenses
6.2 List of Assumption
6.3 Pro Forma Cash Flow Statement
7.0 Reference
8.0 Appendix

1.0 Executive summary
I-Cream will be entry to the food industry as a dessert and introduce to everyone of the ice-cream made with a high-tech technology. Nowadays, every business is talking about technology and wishes to produce a product in a healthy way and made with technology. I-Cream is talking about an ice-cream made with a high technology and could be made on the spot according to consumer flavor or favorite. I-Cream target market focus on everyone includes senior citizens. I-Cream wish to produce an ice-cream that suit to senior citizen consume and not to bring any bad affect to consumers healthy. Through the survey , I-Cream get to know more about consumers needs and other information that could help I-Cream plans to produce an ice cream with good quality, healthy. However, to start this business, I-Cream has done a projection to make sure that this business