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feasibility study because the success or failure of the business lies in the
Objectives:
business
the business
market
and promotion
Industry Analysis
In starting a business, there are a lot of factors and areas that need
operation of the business during the time of operation and in the future.
Opportunities:
production areas.
Threats:
4. Price Wars. The price that competitors declare might be lower than
products.
status.
Environmental Analysis
This part includes the external forces that could affect the business
Demographic Environment
around 564,247, people from other places visit Parañaque because of its
coffee to various retailers. Since a lot of people here are employed, coffee,
consumers of the intended business are those who are 17 years old and
Economic Environment
a double-digit figure of 11.4 percent in June from 9.5 percent in May. This
The country has emerged as one of the rapidly growing food and
drinks industries in the Asian region over the recent past. The country is
concerns. With these factors, the demand for health food and drinks is
surging high.
Natural Environment
production of ginseng coffee tablets. Coffee beans and ginseng are the
grinding of coffee beans. Aside from that, the business promotes waste
Political Environment
Commission (SEC) as well as the clearance from the barangay within the
contract if the place of the business is rented. Business taxes that will be
paid annually and business permits such as the sanitary permit for health
and sanitation purposes, and fire clearance affect the operations of the
business.
Market Analysis
Demand Conditions
These are the data needed in determining the demand for coffee tablet
month.
one day.
Supply Conditions
There are several factors that may affect the supply of the proposed
2.2. Supermarket
2.6. Mc Donald’s
2.8. Jollibee
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2.13.Mercury Drug
2.15.V&M Superette
2.24.Niño’s Tapsi
2.26.Heydie Store
2.34.Leoj Café
A. Annual Demand
b. Population 564,247
P10 x 389,330 P
3,893,300
B. Annual Supply
This part includes the four marketing mix components (4 P’s) that
The target market for the proposed product are males and females
who are 26 to 35 years old, single or married, with hectic schedule and
Product Strategy
medicine” for its health benefits and coffee as the most consumed
beverage globally.
FIGURE 2.1
Product Name
since coffee is the most popular drink and ginseng is the king of all herbal
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medicines. The red color symbolizes energy derived from the drink. The
golden yellow implies good health, relaxation and enjoyment which can be
FIGURE 2.2
Product Logo
fine texture. The finished product is circle in shape and has a dark brown
color. To consume the product, the tablet must be dissolved in hot water.
To make iced coffee, simply add ice after dissolving the tablet in hot water.
The features of the product aside from its health benefits are:
dissolves in hot water; and handy, since its package is in a bottle and
Price Strategy
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In order for the proponents to easily penetrate the market, the price
of the product was set in such a way that people even in the lowest
The following are the materials used in the product including their
Place Strategy
Guarra St. Baclaran, Parañaque City. This will be easier for the
the product since the location is a place for market and have many
Supermarket, and alike along Baclaran area to test the market of the
product, but as soon as the market will grow and the business will have a
larger capital to distribute the product in other areas in Metro Manila and in
rural places. The manufacturer will act as a Direct Supplier to the Retailers
and Retailers will act as a direct seller to the buyers. The distribution
FIGURE 2.3
Product Distribution Channel
Promotion Strategy
is the most effective way for the product to be recognized and patronized
by the market. The flyers will be distributed in the market areas because of
high market potential. The method is chosen because of its low cost
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try the product. The proponents believe that if the consumers had a
firsthand experience on the product, the more interested they will be.
than promote it in an expensive way because in the long run, the quality
The crown and shield represent an idea from the royalty in the
middle ages which basically means “quality” and “elegance”. The circular
stains in the background are actually remainders of coffee when one lifts
abundance because no matter how much coffee you drink; there will still
be remains which are of course outside the cup. The slogan “Experience
the taste of royalty” means that the coffee that the consumer is about to
drink is a choice of a king or queen. But still, given its ROYAL quality, the
price still suits even a pauper. In short, this drink is for everyone. The two
irregular shapes on bottom edges of the flyer represent the Ginseng root
TABLE 2.1
Frequency Distribution of Gender
Table 2.1 shows that 191 or 47.75% of the respondents were male
were females.
TABLE 2.2
Frequency Distribution as to Age of Respondents
Table 2.2 shows that 129 out of 400 or 32.25% of the respondents
were in the age range of 26 to 35 years old, 119 or 29.75% were in the
years old, 44 or 11% were below 18 years old, and 27 or 6.75% were
between the age range of 18-25 years old and 26-35 years old, with
TABLE 2.3
Frequency Distribution as to Monthly Income
TABLE 2.4
Frequency Distribution as to Occupation of Respondents
that 175 out of 400 or 43.75% of the respondents were employees, 103 or
TABLE 2.5
Frequency Distribution as to Number of Cups of Coffee Drank Daily
TABLE 2.6
Frequency Distribution as to Package of Coffee Purchased
chose others.
respondents.
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TABLE 2.7
Frequency Distribution as to Consumption of Regular Coffee
Bottles in one year
bottles, 31 or 7.75% bought 9-10 bottles of coffee, and 120 or 30% bought
TABLE 2.8
Frequency Distribution as to Reasons of Drinking Coffee
for health benefits, 176 or 44% drank coffee as part of daily routine, 166 or
TABLE 2.9
Frequency Distribution as to Blend/Flavor of Coffee Preferred by
Respondents
coffee.
TABLE 2.10
Frequency Distribution as to Money Spent for a Regular
Bottle of Coffee
P20 for a regular bottle of coffee, 101 or 25.25% spent P20 – P40, 79 or
Based on Table 2.8, it clearly states that most people spend below
TABLE 2.11
Frequency Distribution as to Place of Coffee Purchase
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supermarkets with 46.75%. Second to the rank are the small sari-sari
the convenience stores. Fourth, are the coffee shops with a percentage of
Table 2.11 clearly states that the places where people often bought
TABLE 2.12
factors considered in buying coffee, Taste was the highest in figure with a
With 25.25%, the price is in the third rank. Next was their family and
and colleagues and packaging with their percentage of 09.25, 08.00 and
03.75 respectively.
TABLE 2.13
Frequency Distribution as to Willingness to buy Ginseng Coffee
Tablets
TABLE 2.14
Frequency Distribution as to Willingness to spend on Ginseng
Coffee Tablets
buy the lowest price possible which is below 20 pesos, 102 or 31% opted
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