Daily Milky: MBA International Marketing Business Plan Project

This business plan, submitted as an MBA project at Bangor University and Management Development Institute of Singapore, details the venture of Daily Milky, a company specializing in natural skincare products. The plan, developed by Ms. Waranya Rodprasert, outlines the company's mission to provide high-quality, natural milk-based products, including shower bombs, masks, and scrubs. It includes an executive summary, industry analysis, description of the venture, manufacturing and organizational plans, financial projections, risk assessments, and a SWOT analysis. The plan focuses on the Thai market initially, with expansion plans into other Asian countries. The target market includes individuals seeking natural and organic skincare solutions. The financial plan details the investment from Ms. Rodprasert and Mr. Jorden Lee Chien Yin. The assignment provides a comprehensive overview of the business, from product development and market analysis to operational and financial strategies.

BANGOR UNIVERSITY
AND
MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE
COURSE: Master of Business Administration in International
Marketing (IMD51710A)
MODULE CODE: ASB4904 Applied Business Project
(Business Planning)
Module Tutor Mr. Frankie Lim
ASSESMENT: Individual Assignment
STUDENT: Waranya Rodprasert FIN: G1704539W
DATE OF SUBMISSION: 5 September 2018

I Executive Summary
Nowadays, people in society are interesting in the product which contains natural
ingredients and many people like to have clean food in their meals for their health and
exercising is another way for making people healthily. For beauty, women always try to
search many products from natural and organic. For the example; products from milk,
products from rice etc. In addition, the product which is from milk, it can help women’s skin
smoothly and suit with the women who want bright and healthy skin. This product is another
choice for everyone who wants healthy and bright skin which contains natural product.
For presenting the natural product by Daily Milky private limited company, which is
contain the products, followed by; milky bomb, milky mask, and milky scrub. The company
was motivated by Ms. Waranya Rodprasert, the director of Daily Milky private limited
company. She had unhealthy and dry skin and she wants her skin so bright, then she try to use
chemical products for her skin and it make her skin unhealthy and dry very badly. However,
she try to search the products from natural and she realized that milk products make her skin
healthy and smoothly better than before, then she recommend to her family and she got a
good feedback from her family and everyone like it. It is not only make the skin better but
also the product is very good at smell, so she decided to choose the product which contains
milk as her business by she has the choice her products followed as; shower bomb by using in
both bathtub and shower, milky mask, and milky scrub.

Table of Contents
I Executive Summary.................................................................................................................................... 2
Introduction................................................................................................................................................. 4
Industry Analysis.......................................................................................................................................... 6
Description of Venture................................................................................................................................. 7
Manufacturing/ Production plans.............................................................................................................. 11
Organizational Plan.................................................................................................................................... 14
Financial Plan............................................................................................................................................. 17
Assessment of Risk..................................................................................................................................... 21
SWOT analysis............................................................................................................................................ 21
Reference List............................................................................................................................................ 22

Introduction
A name and address of business
Daily milky is a company that made milky bomb, milky scrub, milky mask which
contains the natural like milk for everyone uses. The effective of using are making the skin
smoothly, healthy, and whitening. The motivation for this business is from Ms. Waranya
Rodprasert and her family who use the milk product from natural and the result after using
make them satisfied for their skin that was better than last time. Our company will located in
99 / 216 M. 2 T. Buangluang, A. Mueng, Pathumthani, Thailand
B name and address of principle
The company is creating by Ms. Waranya Rodprasert. The principle address 99 / 216
M. 2 T. Buangluang, A. Mueng, Pathumthani, Thailand
C nature of business
Daily Milky private limited company is the company that made Milky Bomb, milky
mark, and milky scrub. The main ingredient is milk. The product is suitable for everyone who
wants their skin smoothly, healthy, and moisturizing, and someone who concern to use the
natural product for other choice of choosing. Nowadays, people in society are concern more
about health and beauty, they think that having use the product from natural is better than
using the product from chemical. The effective from using the chemical product is you can
get skin cancer in the future. Then people are trying to search some product which is from
natural and organic. The quality and standard should be concern in Daily Milky Company,
and with the value of the price to target the customers, and the customers will trust in our
products. Firstly, the investor will focus on Thai market because the investor know very well
about area, so the investor wants to invest the place which is their familiar with it. After 2
years, investor will expand the market in to another Asia countries, such as Malaysia, China,
Indonesia, or Singapore. For the convenience trade, we will find the dealer. Daily Milky
private limited company has the budget of 90,000 SGD by Ms. Waranya Rodprasert 50% and
Mr. Jorden Lee Chien Yin 50%
Mission
To make better choice of product by natural and the best quality for our family like
you.
Vision
To make the natural product become a better choice for customer and the first
thinking in customer’s mind.
Daily Milky private limited company is a company which made the product from
natural as milk. The company has a channel sale which are offline and online sales for choice
of the customers who prefer in the service. For online channel, we are searching for the
channel which is popular in that location. We have website called daily milky and webpage in
Facebook called Daily milky, the customer can order from website. Then, the offline service,
the customer can order the product, we have call center which is suitable for business to
business and business to customer. Nowadays, most of customer are using social media as
their daily life, so the customer is easy to buy and it is very fast to order and payment of the
product in online and offline is suitable with the customers who are not available to use social

media. In addition, Daily Milky private limited company has the budget of 90,000 SGD by
Ms. Waranya Rodprasert 50% and Mr. Jorden Lee Chien Yin 50%
The products of Daily Milky which contain by vitamins and protein extract from milk.
They help the skin are smooth, soft, moisturizing, and whitening. The target customer will be
men and women who prefer to use natural products and whitening skin, and the target of new
market for the company is elder who wants their skin be healthy, moisturizing, and relax with
the smell of the product. They watch the channel and they can order by call center.
The pricing is suitable with the products and valuable with the quality of the product
when the customer used it, and the result comes after using the product, with the target of the
customer, they can purchase the product because they are in working ages and retirement age.
The company consists of 12 staffs followed by 2 manager directors, 1 manager, 4
sales, 2 marketers, 3 employees. The location of the office is located in 99 / 216 M. 2 T.
Buangluang, A. Mueng, Pathumthani, Thailand and the factory is located in 39 / 108 Osatis 1
Village, Chock Chai 4 Soi 31 / 1 Lad Praw 53,
Daily Milky private limited company operates follow by office hour. It is start from
8:30 am to 5:30 pm within 1 hour lunch break at 11:30 – 12:30. For the online staffs will
change into day stiff and night stiff.
Finally, the company will indicates SWOT analysis with the business.
D Statement of financing needed
The financial management will manage by Ms. Waranya Rodprasert 50% and Mr.
Jorden Lee Chien Yin 50% about 95,000 SGD and for the processing of the product, we will
pay for manufacture to make the product for us. The manufacture for our products called
E Statement of confidentially of report
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Industry Analysis
A Future outlook and trends
Nowadays, people in the society are attend on health care and beauty more than the past,
there are many ways to get better healthy skin, the product from natural and organic are the
other choice for people are choosing, which one is better for them. The product from natural
and organic are better for skin and health more than the product which is contain chemical.
By 2020 milky product was to expand the marketing in many areas, income generate ability
for women.<ref> . The innovation in the market has develop so fast about the products which
contain natural and organic in many new market areas, and make people in society interest
the products more than before. For Thai market, Thai people in today are interest in product
from natural and organic more than the product made from chemical system. They believed
that using the product from natural, make them get healthy skin, safe, without skin cancer in
the future. In addition, in the future of product from natural that the entrepreneur knows that
it will be work and popular in all generations then if we can expand Thai product in the
market in other countries, it will be work and people from other country trust the quality of
the product.
B Analysis of competitors
The beauty product market in Thailand, the comparison with another competitor that almost
of them is focusing on the short- term of selling product, how fast they can sell the product.
The company such as A BONNE’, Yoko, Avari, and so on. In Thailand, the natural and
beauty product is very popular in Thailand and many people want to do the business in the
like shower gel, whitening lotion and soap, facial mask, and scrub. For the company process,
we will find some people like agencies in a different area for easy to expand the market in
many areas, increasing the sale of the products. For the advertisement and promote the
product, social media has important role in Thailand. Facebook, Instagram are the most
popular for Thai people, they always log in in every day. Then, a person who has thousand
like on Facebook and Instagram means they are popular in Thai society that what people
called Net idols. The company will pay for net idol who has the popular in social media for
promote our product by record video when they are used the product or taking photo with the
product and post on Facebook or Instagram.
C Market Segmentation
The segmentation for our company will focus on women and men who are the age between
22 to 35 years old. During in this ages, they start to concern of their health and their skin
which the product made from natural and organic, it is not made from chemical. In today’s
society, people try to search the product which contain with natural and they get better result.
In addition, our company will specific on woman 80% and Men 20% and the age from 22-35
years old. The women during in this age, they will focus on the healthy skin and smoothly,
and the women in Thailand are popular from using whitening product for bright skin. The
natural milk product is better choice for their skin with safe and no chemical. For men, there
are some people who has the problem of skin which are dry and unhealthy and the most
effect will come from his girlfriend and wife because their wife will buy the product and they

will follow what the wife are using and they can see the result from their wife. During in this
age, when people are getting old, they need to find the product can help them maintain their
skin as healthy and smoothly. The natural product is the better way for choosing the product.
D Industry and market forecasts
The marketing size in the future of natural product, will increasing grow up by following the
customer trend and improve what the customer need. In this business, there are many people
who run the business as the same line with many kind of nature and organic products. In
Thailand, people are popular to use this material. Our company use the milk from the farm as
the material. It made the farm is increasing the sale.
Description of Venture
A Product
Our company product are divided into 3 lists;
Milky shower bomb is using both bathtub and showering, the benefit of milk product
which can help people skin become better result. It can help skin healthy and smoothly with
many Vitamins include with moisturizing. All the milk consist of lactic acid, it is natural
exfoliating agent. It can help dry skin to become healthy skin. The shower bombs are easier
to form and hold together well and milk is the great with the shower. For the foaming action,
the shower bomb are not only for fizz but they also can make bubble like froth. The product
is made from milk powdered milk that process from the quality fresh milk from the quality
farm.
Milky mask is the product for another way for main the face skin. it is suitable for
someone who doesn’t have enough time for sleep. The product is from sleeping mask, you
can mask your face in the whole night, it is convenience and well for treatment. It’s suitable
for dry skin people who want to skin rejuvenation with moisturizing. In the market, there are
many brand facial masks, but our product is different from another brand because we use
good material with the quality of the product, and our product is made from natural and fresh
milk.
Milky scrubs is the product which is contain milk and salt. The product is suit with
someone who has unhealthy skin. Scrub twice a week makes people skin get smoothly and
bright skin because when we are getting old, we will have death cell of skin, so scrub will
help people renew the skin and the skin is getting soft and healthier skin.
B Service
Our company has offline and online service. For offline service, the customer can purchase
the product by the customer can calling the call center, we have the call center for purchase
the product and answer the question and ask the feedback from the customer. The call center
will service for the customer at 8 am to 5 pm. If the customer purchase the product above 100
SGD, our company will free shipping for the customer. For online, we have webpage in the
Facbook called Daily Milky that we have admin always answer your question in Facebook
and when the customer order the product, admin will ask the address and sending the product

every Monday and Friday. Moreover, we have web site called Daily Milky for update the
product and promotion for the customer. For our customer, we will send SMS to your phone
when our company update the product or new promotion.
C Size of business
Our company hire 12 people who are 2 manager directors, 1 manager, 4 sales, 2 marketers, 3
employees with 90,000 SGD budget in the first year of business project plan. The sale of the
product total at least 2500 pieces consist of Milky bomb, Milky scrub, and Milky mask. From
this result, it will be increasing total sale every year.
D Equipment and personnel
Firstly, the company pay for rent the place for our office which is big enough for parking
car, our stocks, and some area which is good environment. Our staff should be good skill for
selling the product, customer service, and they should be good at marketing skill about
promote the product for customer and they should be creative for promotion, how they can
make the customer buy the product. They should be good at communication skill and service
mind like how to talk with the customer and how to deal with the problem in case, the
customer feel moody and uncomfortable to talk with staffs. For our product, we will pay for
the factory called Cuzzutic to make all our product list for our company.
E Background of entrepreneur
Background of Ms. Waranya Rodprasert
Ms. Waranya Rodprasert, 26 years old from Bangkok, Thailand. She graduate from
Bangor University, UK in MBA Business International Marketing, and her degree was
graduated from Burapha University, Chon buri, Thailand, English teaching.
Background of Mr.Jorden Lee Chien Yin
Mr. Jorden Lee Chien Yin, 31 years old from Kuala Lumpur, Malaysia. He graduate from
University of Kuala Lumpur, Malaysia in Business Administration international business. He
has working experience as manager in trading company and now he has his own business
about import and export the product from Thailand to Malaysia, from Malaysia to Singapore.
Market plan
A. Pricing
There are three product followed as;
1. Milky shower bomb price; 12 SGD per one (150 g.)
2. Milky scrub price; 15 SGD per one (250 ml)
3. Milky mask price; 10 SGD per one ( 25 ml)
Distribution
In the first year, our company will distribute the product to the customer as online that the
customer can order in the webpage in social media like a Facebook, and we have website
called Daily Milky which the customer can order the product. For offline, we have the service
as call center for pick up the customer call when they want to order our product. After 1 year,
we will expand the market by we will have distributor in many areas. Then we will expand

the product to the shop in supermarket, and we also have branches in many areas in Thailand.
After 3 years, we will expand the market to other countries like China, Indonesia, and India.
Promotion
Facebook
Almost people in the society has Facebook account, and they spend time a lot on
Facebook. This is the way to promote the product for our company. By hiring a person who is
popular in social network, we observe by the amount of people press like and how many
people follow them in Facebook. Then let’s them take picture with the product. The customer
will think that they are using our product and getting better result, so the customer will order
it. We will tell the promotion in Facebook like if the customer buy 1 set of product including
Milky shower bomb, Milky scrub, and Milky mask. They will get discount 10%.
Website
The customer can order the product from www.Dailymilky.com in this website, the
customer will see the product which is update and the customer see the promotion in this
website. Different month is different promotion, we will have several promotion depend on
the event of the moth. For the example; December, we will have promotion for the customer
who will buy the product for give other person in New Year coming, and we have the
promotion for Birthday month of the customer. In the website, we will show the detail of
information and the benefit of the product include with the background of each product. The
customer will know the background and the quality of material that our company use in the
product for making the customer believe in our product for gaining awareness of the
customer.
Shop
We have our own shop in many areas in Thailand, and we will open the chance for
someone who want to be our distributor. The shop will stock the product for expand the
product to distributor. And we will have distributor in many province in Thailand for the
customer who wants our product but they stay in far away from our shop. The promotion also
we will change in every moth. We will do the member card for the customer who always buy
our product and the customer can get discount 10% when they buy in next time.
Super Market
We will plan to expand the product in the super market for the customer who always
go to the super market and buy the product in healthcare zone. As we are new product, we
will have smooth for present the list of our product. We will have some activities for
persuade the customer join our activities and we will have some sample for them. This can
make the target of the customer by direct way to them and we will have staff that recommend
the customer.
D People

The company consists of 12 staffs followed by 2 manager directors, 1 manager, 4
sales, 2 marketers, 3 employees.
E process
The processing for our company to make our product
Firstly, the owner need to plan the list of the products. When the owner know what
the owner has to do then finding the source for raw material after that, finding the factory for
making the list of the product from Cuzzutic. It factory will be produce by the owner list and
the factory should be high of quality and standard for make the customer believe in the
process of the product. After 1 week, the factory will launch the sample of the product to let
the owner check the quality of the product first, if everything ok then the factory will
continue their work following the owner lists. It is necessary to get the license and permit of
the business registration for our business become legal business.
The process of selling the product
Our company will selling the product by online and offline. For online, we selling the
product from website www.Dailymailky.com that we have our staff always get the customer
order and answering the question then the staff will promote the product in website and we
will promote product by net idol for promote our product in Facebook. When the customer
order the product then our staff will get order and packing the product after the customer
transfer money to our account after that we will send the product to the customer in 1-3 days.
After 1 week that the customer get the product, we will follow up the feedback from the
customer after using the product.
F. Physical Evidences
Brand name: Daily Milky
Mission: To make better choice of product by natural and the best quality for our family like
you.
Vision: To make the natural product become a better choice for customer and the first
thinking in customer’s mind.
G Future Product Forecast
There are many benefit from milk, some people like to drink milk because it high calcium
and good for their bone. Someone likes to use the product from milk because it can help them
to get healthy skin, moisturizing, and whitening, and because of the product is from the
natural, so people will be sure that it is good and safe from skin cancer. For the future product
of our company, we are looking for the new market for target the customer in many
generation. The first future plan is Milky Ice cream with fresh milk for target the young
children or a person who like to eat fresh milk ice cream. Then we will think of Milky drink
for another choice of drinking milk with fresh milk and high quality of the milk. Both of the
product will launch in front of shop for target the customer who buy our product then they
can try milky ice cream and milk drink in our shop too. The company will expand the new
product to other countries like china, Indonesia, and India for target more the customer in
children and family.
H. Controls

The most important thing for our product is the quality of material, we will search and we
will go by ourselves for many farm in Thailand to find the quality of milk. About the factory,
we will find the quality of the factory with standard to produce our product and the owner
will go to the factory to check the quality of the product before launch the product in to the
marketplace. The selling process is also important for our company, our staffs should have
some skill for selling the product, they should be good service mind for communication with
the customer and they can deal with the problem for the customer. They should be good at
marketing skill about create the promotion, how they can persuade the customer to purchase
our product.
Manufacturing/ Production plans
A. Manufacturing/ Production process (amount sub - contracted)
Office location
99 / 216 M. 2 T. Buangluang, A. Mueng, Pathumthani, Thailand
The factory location
39 / 108 Osatis 1 Village, Chock Chai 4 Soi 31 / 1 Lad Praw 53,

B Physical plant
Office location