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Feasibility Study (Veggie Bread)

1. 1. Capitol University Corrales - Osmea Ext., Cagayan de Oro City In Partial Fulfillment of
the Subject Feasibility Study Submitted by: Brenely T. Solis Junryl L. Ybaez Anjhie Grace
M. Valle Bryan Agustin B. Oculam Submitted to: Dr. Aldrich S. Palarca
2. 2. ACKNOWLEDGEMENT The researcher would indebted to so people who have suggested
and shared their ideas to the conceptualization of this research. This Feasibility Study has
been made possible by the guidance, supervision, cooperation and participation of the
following: To our Almighty God who always look up and secure the safety of the proponents
in doing this project To our parents for the financial assistance and who always guide and
give words of wisdom to inspire us in doing our best in preparing the Feasibility Study. To our
beloved intelligent Professor, Aldrich S. Palarca, who has greatly shared his knowledge with
us with patience and diligence in helping us meet the necessary works for the completion of
our Feasibility study. Sincerest gratitude is extended also to our respondents, the Business
Administration Students of Capitol University for the time they spent in the interview.
Together, we sincerely acknowledge and give thanks the person/s mentioned above who
have brought the success of doing this Feasibility Study. We are very grateful for this
wonderful accomplishment.
3. 3. ACKNOWLEDGEMENT The researcher would indebted to so people who have suggested
and shared their ideas to the conceptualization of this research. This Feasibility Study has
been made possible by the guidance, supervision, cooperation and participation of the
following: To our Almighty God who always look up and secure the safety of the proponents
in doing this project To our parents for the financial assistance and who always guide and
give words of wisdom to inspire us in doing our best in preparing the Feasibility Study. To our
beloved intelligent Professor, Aldrich S. Palarca, who has greatly shared his knowledge with
us with patience and diligence in helping us meet the necessary works for the completion of
our Feasibility study. Sincerest gratitude is extended also to our respondents, the Business
Administration Students of Capitol University for the time they spent in the interview.
Together, we sincerely acknowledge and give thanks the person/s mentioned above who
have brought the success of doing this Feasibility Study. We are very grateful for this
wonderful accomplishment.
4. 4. Partners combine its expertise in running this business with the help of our parents and
guardians who hands out their support financially to make this project successful. The
management is not only looking forward to self-benefit but also with the customers and
community. Proving good quality products that ensures the safety and satisfaction of the
5. 5. Chapter I Introduction A healthier variety of breads are what we are in cognizance. For this
brand perception that we formalize we would like to linger the interest of the buyers and also
the consumer with our version of Veggie Breads. We would like introduce varieties of flavors
that consumers that would not normally taste with the following flavors that we would like to
propose: malunngay (horseradish), ampalaya (bitter gourd), talong (eggplant,) kamatis






(tomatoes) etc. Nowadays people would choose an artificially made food product that has a
less healthy nutritional content over the conventional foods that is said to be good for our
health that is available in the market. Promoting a healthy and convenient way of eating by
introducing varieties of Veggie Breads to the public consumers would also benefit not just the
consumers with the its health nutrition content it have but also helps the Filipino farming
industries in the country as well.
6. Background of the Study We make this product proposal for the purpose that we want to
serve our valued customers in a new product dishes that we give them a healthy food that
will enjoy not only for adults but also for the young ones, we add especial ingredients for our
product such as malungay, We would like to introduce varieties of flavors that consumers that
would not normally taste of the bread. Nowadays people would choose an artificially made
food product that has a less healthy nutritional content over the conventional foods that is
said to be good for our health lifestyle that is available in the market. Promoting a healthy
and convenient way of eating by introducing varieties of Veggie Breads to the public
consumers would also benefit not just the consumers with the its health nutrition content it
have but also helps the Filipino farming industries in the country as well they will encourage.
7. Statement of the Problem This feasibility study is intended to evaluate the feasibility of
selling bread with vegetable flavored. Specifically, it aims to evaluate and analyze the
following areas: The Technical aspect of the study Product Description Product
Process Equipment/Materials Plant Location Plant Lay-out The Marketing aspect of
the study General Business Condition Competitive Condition Target Market
Demand Product Pricing Strategy Promotion Packaging
8. The Financing aspect of the study Capitalization Sources of Funds Total Sales
Total expenses Income Statement (5 years projected) Balance Sheet (5 years projected)
Cash Flow Statement (5 years projected) Return on Investment Ratio Analysis The
Management aspect of the study Form of Ownership Structure Job Analysis
Company Policies The Socio-economic aspect of the study Contribution to the
government Contribution to the society
9. Conceptual Framework The technical study of the project comprises product description,
product process, equipment and materials, plant location and plant layout. In this area, it
discusses on how the product Veggie Bread is produce, what ingredients and equipments
are needed, and where will the researchers going to put the said business and its layout. The
marketing study covers the general business condition, competitive condition, target market,
demand, supply, product, pricing strategy, promotion, and packaging. This area talks about
the structured questionnaire floated to the respondents and the result determines the
demand and supply and for the researchers to know whether their product will penetrate the
target market. The financial study shows the capitalization, sources of funds, total sales, total
expenses, income statement, balance sheet, cash flow statement, return on investment, and
ratio analysis. This area discusses if the business is profitable or not. In addition, it serves as
a guide for the researchers to know if the transactions within 3 years are increasing.
10. The management study shows the form of ownership, the structure of the business, job
analysis and company policies that the researchers had formulated. The socio-economic





study shows the contribution of the study to the government and to the society. This area
proves that the business existed not only for profit purposes, but also for the improvement of
the welfare of the people.
SOCIOECONOMIC Product Description General Business Condition Capitalization Form of
Ownership Contribution to the Government Product Process Competitive Condition Sources
of Funds Structure Contribution to the Society Equipment/ Materials Demand Total Sales Job
Analysis Plant Location Product Total Expenses Company Policies Plant Lay-out Pricing
Strategy Income Statement Promotion Balance Sheet Packaging Cash Flow Statement
Return on investment Ratio Analysis Table 1.1
12. Scope and Limitation of the Study This study of the Veggie bread business is restricted
to Cagayan de Oro city and will be based on management, marketing, technical,
socioeconomic, and financial aspect of business. Students will be covered as part of the
respondents. The product will be disseminated through direct selling and orders are also
accepted from the customer within in Cagayan de Oro city from those who are willing to
purchase our product. Significance of the study The study gives the consumer a product
which is affordable but with the same product quality with those sold at an expensive price.
This section will provide a brief description on the various significances of the study given. To
the customers- the researchers believed that the customers will benefit because the study
was made for them and the researcher had priced the product at a reasonable price. They
will benefit by buying the product and they will see that it can be used for a long time. To the
researchers- in doing the study, the researchers have acquired new skills and knowledge that
they can use in their profession .This paper can enlighten their thinking with regards to the
reality of life especially as we walk towards the path of the business world.
13. To the students- The proposed study will help you speeding up metabolism, providing an
immediate source of energy with fewer calories than other fats. Reduces Sweet Cravings and
improves insulin secretion and utilization of blood glucose. To the teachers- The proposed
study will help your health esp. those who are elderly people these products provide many
benefits, it protects against osteoporosis, Helps relieve symptoms associated with
gallbladder disease. To the farmers- The proposed study will help the farmers to engage in
producing more vegetables, we are not only selling but also helping the farmers to promote
their product. The study gives the consumer a product which is affordable but with health
benefits. This will also give the farmers the opportunity to engage in a business that will
serve as a stepping stone to economic growth. Furthermore, this feasibility study will also
serve as a guide and a stepping stone to economic growth specially the farmers to enhance
their farming as the main ingredients of this product and to those people who would want to
put up their own business.
14. Definition of Terms For a better comprehension on this feasibility study, the following
definitions of terms are provided: Balance Sheet- one of the financial statements that show
the total assets, total liabilities and equity of a business Break-even Point - refers to an
indicator of the volume where profits equal zero, which means no gain, no loss
Capitalization - the monetary contribution of each partner in starting up a business
Demand- refers to the quantity of goods does a buyer is willing to buy at a given price





Form of Ownership - refers to a type of business form of organization Income Statement type of financial statement that shows the annual sales of the business with its expenses
incurred for the whole year Management - the overall organizational structure of a certain
business Marketing Strategy - a series of marketing activities that an organization do to
acquire customers Structured Questionnaire - a written instrument used in gathering
information through survey.
15. Bread - A staple food made from flour or meal mixed with other dry and liquid
ingredients, usually combined with a leavening agent, and kneaded, shaped into loaves, and
baked. Malunggay - Moringa Oleifera (synonym: Moringa pterygo sperma) is the most
widely cultivated species of the genus Moringa, which is the only genus in the family
Moringaceae, is the most nutritious plant in the world. It is rich in vitamins A and C and iron.
Vegetables - A plant or part of a plant used as food, typically as accompaniment to meat or
fish, such as a cabbage, potato, carrot, or bean. Nutrition - The process of providing or
obtaining the food necessary for health and growth.
16. Chapter II METHODOLOGY This chapter describes and discusses how the researchers
will gather the necessary data and information that will be used in the entire study. It
describes who will be the respondents and focus of the research. This also shows the
procedure of source of data and methods of collecting data; these chapters also discuss the
type of research, research design, and the research locale where the study will be conducted
and description of our product and the outlook of the industry and the size of the industry,
target market, market segmentation and presentation, in marketing and sales activities,
detailed of our product and service description that we will going to apply to our business and
the competition in the market. Research Design The researchers used the descriptive design
and applied using survey questionnaires and key informant interview. The survey was
conducted by providing structured questionnaires to a number of identified respondents from
the collages inside Capitol University. The participants who were asked to evaluate the bread
types/ flavors during the survey were randomly selected from identified respondents. The
survey was aided using an interview guide questioners. Moreover, interviews were conducted
with existing business operators who sell breads which will server us key information on how
will we the researchers improve more our product offerings to our target consumers.
17. Research Locale The researchers floated the survey questionnaires around specific
department of Capitol University. The number of students that are being selected here are
from different department and are brief discussion on what is the research about. Therefore
in this area the researchers planned to have their distribution of their products through
consignment. Figure 1.1
18. Respondents Due to a large number of people that may become the possible costumers,
the researchers got at least 250 respondents from the identified research locale.
Respondents were identified immediately after they have shown interest in buying vegetable
bread (Veggie Bread). Colleges No. of Respondents Business Administration 25 Nursing 25
Education 25 Maritime Engineering 25 Computer Science 25 Midwifery 25 Engineering 25
Criminology 25 A.B. English 25 Accounting Technology 25 TOTAL: 250 Table 2.1 Sources
and Methods of Collecting Data The researchers have gathered data through the primary

data. The primary data were gathered by giving away a structured questionnaire to selected
students in different departments of Capitol University.
19. 19. Chapter III Technical Study Figure 1.2 This study discusses about the process of
production and the activities of the business. It states also the machineries and equipment
used in production and other aspect regarding bringing the raw material into finished
products ready for trade. Plant layout, size and structures are all presented for the purpose of
identifying the business operation. Also product specifications the product processes using
the flow chart. The list of machinery, tools and equipment are enumerated with their
corresponding cost, raw materials and plant fund sources are also cited.
20. 20. General Business Condition All bakery products and ingredients thereof shall be stored,
handled, transported and kept so as to protect them from spoilage, contamination, disease
and unwholesomeness. Boxes and other permanent receptacle or containers for the storing,
receiving or handling of bakery products shall be so placed and constructed as to be beyond
the reach of contamination from streets, alleys and sidewalks and from animals and shall be
kept clean and sanitary by the bakery. There shall not be used in bakery products or in the
ingredients thereof any ingredient or material, including water, which is spoiled or
contaminated or which may render the product unwholesome, unfit for food or injurious to
health. Every room used for the manufacture of flour or meal food products shall have the
furniture and utensils therein so arranged that they and the floor may at all times be kept
clean and in good sanitary condition. Every bakery shall be constructed, drained, lighted,
ventilated and maintained in a clean and sanitary condition, and screened against flies, shall
have plumbing and drainage facilities, together with suitable wash basins, wash sinks and
toilets or water closets, which shall be kept in a clean and sanitary condition. The said toilets
or water closets shall be in rooms having no direct connection to any room in which bakery
products or ingredients are prepared, stored, handled or displayed. In connection with every
bakery, suitable room shall be provided for the changing and hanging of the wearing apparel
of the workers or employees, which
21. 21. shall be separate and apart from the work, storage and sales rooms, and shall be kept in
a clean and sanitary condition. No person shall sit or lounge or be permitted to sit, lie or
lounge upon any of the tables, shelves, boxes or other equipment or accessories used in
connection with the production, preparation, packing, storing, display or sale of bakery
products in a bakery. No live animal or birds shall be kept in any building or part thereof used
as a bakery for such production, preparation, packing, storing display or sale of bakery
products. Before beginning the work or preparing, mixing or handling of any ingredients used
in the production of bakery products, every person engaged in such work shall wash the
hands and arms, and after using toilets or water closets, every person therein engaged shall
wash the hands and arms thoroughly and then rinse in clean water, and for this purpose the
owner or operator of the bakery shall provide sufficient facilities and post notes to this effect.
No owner or operator of a bakery shall require or permit any person affected with any
contagious, infectious or other disease or physical ailment which may render such
employment detrimental to the public health, nor any person who refuses to submit to an
examination, to work therein. Employees shall be prohibited from smoking while preparing
and baking veggie bread products.

22. 22. Production Process Veggie Bread Procedure INGREDIENTS: 4 cups (500g) first class
Flour 3 tsp. instant dried yeast 1/2 cup sugar 3/4 tsp. salt 5 tbsp. softened butter 1 tbsp. oil 1
egg 1/2 cups water 1/4 cup evaporated milk 1/2 cup fresh milk Powdered malunggay Figure
23. 23. Step-by-step Procedure Combine flour, sugar, salt, powdered Malunggay and yeast.
Lightly mix the dry ingredients with your dough hook and then add egg, butter and oil. Put
your mixer into Speed 1 and let the egg, butter and oil mix with the dry ingredients. Place
your fresh milk, evaporated milk and water in a microwavable container and heat it up for 45
seconds first, before pouring it to your Vegie bread. Once the veggie bread mix becomes
overall wet, increase the Speed to 2 and kneads for 15 minutes in the mixer. Prepare a
stainless steel large mixing bowl and wipe the inside with an oiled kitchen paper towel. Once
the kneading is done, turn off the mixer and remove the dough hook and bowl out of the
mixer stand. Lightly oil your hands and remove the dough. Tuck in the edges of the dough
underneath to create a smooth top surface before placing it in your oiled mixing bowl. Cover
the bowl with cling wrap. If the weather is hot, just leave the bowl on your kitchen bench but if
its cold pour some hot boiling water in a container and place it inside your oven (turned off)
on the bottom level. Position your covered Veggie bread dough on a rack above the hot water
container, close the door oven and leave it there for 1 hour (same amount of time if its on the
kitchen bench), until it double in size. Place two handful flour in the corners in the cleaned
kitchen bench. Lightly flour your kneading area with a bit of your flour. Take out the risen
24. 24. bread dough out of the mixing bowl and knead/punch down the air out of it. If it gets too
sticky, lightly flour your hands and pat the overall exterior of the dough. Roll the dough till it
becomes elongated. Using a 1/3 measuring cup, scoop some of the dough and level it up
with your inner palm and with a sweeping motion (using your palm) cuts the dough on the
edges of the measuring cup. Cup each Veggie Bread dough portions with your right hand
and roll it into a ball in an anti-clockwise motion, if it gets too sticky, dust your hands with
some flour. Dip each rolled Veggie Bread dough into the bread crumbs. Before placing it in
your baking tray, make the dough slightly oval shaped. Distance each dough portion about 22.5cm away from each other. Cover the baking tray with cling wrap loosely. Let it rise for
another hour (hot weather leave it on the kitchen bench, cold weather inside the oven
with hot water underneath), it will double its size again. Preheat your oven 200C and bake
your tray of Veggie Bread on the top second rack for 10 - 15 minutes. Once cooked slide the
Veggie Bread rolls into a wire cooling rack immediately. MAKES: 15 -16 Veggie Bread Rolls.
25. 25. Workflow of the Process 1 2 3 4 5 6 7 8 9 Create a veggie bread concept Gather the
indredients needed Combine the dough mixture for the bread Add the the vegetable bits in
the dough mixture Bake the dough mixture Wait till its done Prepare for the finishing
touches When done baking, then add the finishing touches Display in the shelf. Table 3.1
26. 26. Product Description The Veggie bread is made by baking malunggay horseradish plant
bits in the dough of flour and water added with flavors. The added malunggay bits in the
dough these will serve as invaluable nutrients added to our breads and have a cheap price
and are easy to bargain in the market. The product will come in four flavors and will be sold
on differentiated price. Below are the specific descriptions of the four proposed bread flavors.








Peanut Bread ( 15.00) Peanut butter flavored bread with a small amount of chopped
roasted peanuts offers delightfully surprising crunch and with a sliced malunggay minced
mixed in the dough to put a healthy touch to it. Figure 2.1
27. Ensaymada ( 15.00) Sweet bread is one large snail-like coil dusted in sugar with a
sliced malunggay minced mixed in the dough to enhance a healthy touch to it. Figure 2.2
German Bread ( 20.00) A dense, whole grain loaf with sesame seeds for a dense, moist
loaf and with a sliced malunggay minced mixed in the dough to add a healthy trace to it.
Figure 2.3 Croissant ( 20.00) A buttery flaky pastry named for its wellknown crescent
shape. Croissants are made of layered yeast-leavened dough with a sliced malunggay
minced mixed in the dough to enhance a healthy touch to it. Figure 2.4
28. Materials and Equipment Dough Mixers A dough mixer is an appliance used for
household or industrial purposes. It is used for kneading large quantities of dough. It is
electrical, having timers and various controls to suit the user's needs. Figure 3.1 Oven An
oven is a thermally insulated chamber used for the heating, baking or drying of a substance
and most commonly used for cooking. Kilns and furnaces are special-purpose ovens, used
Figure 3.2 in pottery respectively. and metalworking,
29. Roller The dough roller has three rolls arranged in a vertical stack and too make a
sheet of rounded dough, gently hands pat a dough ball (or chunk of dough) to flatten it.
Figure 3.3 Bread Slicer A bread slicer slices larger amounts of bread in the shortest time
possible. A slicing machine will make this job effortless, not to mention the fact that an
electric slicing machine saves you a lot of time. Figure 3.4
30. Plant Location The plant location shall be located at Don Apolinar Velez Street fronting
St. Ignatius Birthing Home. Below is the location of the proposed business. Figure 4.1
31. Plant Layout The plant layout is tactically designed to support the smooth process of the
proposed business (Veggie bread). The display area is a place where all finished products
that are ready to sell are being displayed. There would be a business office area which will
cater to business related transactions. The bakery/store will be the place for the customer to
purchase the finished products of veggie breads. The pantry will be the area where the
veggie bread will be made by the baker. Perspective View Floor Plan Figure 5.1 Figure 5.2
32. Plant Lay-out Bakery/Store This is a proposed perspective view of the Veggie Bread
bakery. This is where the Veggie Bread products will be displayed and with a relaxing design
which promotes a green and healthy lifestyle that our product endures to our customers.
Figure 5.3 Figure 5.4
33. Office This is a proposed perspective view design of where the manager of the Veggie
Bread will be in office. Figure 5.5 Pantry/Baking Area This is a proposed perspective view
design of where the Veggie Bread products will be produced and be done. Figure 5.6
34. Chapter IV MARKETING STUDY This chapter will help to know the marketing aspect of
the business. The marketing aspects will cover the following: General Business Condition,
Tabulation of Results, Target Market, Demand, Product, Promotion, Marketing strategy,
Pricing Strategy, Promotion and Packaging. For the business to prosper, it should be given
time and effort. The proponent of this business must have the desired creativity so as to be
able to provide quality service to its customers. The fulfillment of the needs and wants of its

customers or target market must be the key objective of the recommended business. In
every project, feasibility marketing aspect is well-thought-out the most important since it
requires inconspicuous analysis of the business total demand and supply.
35. 35. Description and outlook of the industry Malunggay as one of the leading crops in the
country that is a nonseasonal vegetable and easy to grow and has an abundant supply in the
market her in the city. Farmers in this kind of crop are less motivated and are living in the
deepest ground of poverty for their crops are purchased for a penny priced dealings, for
wholesaler primarily prefer to buy other vegetables commonly sold in the market. Therefore
Malunggay is at the bottom of their list. As experienced in the recent years, demand for bread
industry is continually increasing due factors which include convenience affordability and
changing lifestyle. The trend of health and wellness shift the demand to go upward because
a lot of people choose to go to healthy lifestyle. In our survey conducted among the five
factors that affect the purchasing choice of our respondents nutritional value ranks the
highest factor they consider in purchasing bake foods. Our groups would want to introduce
Veggie bread in the market because our group envisioned putting up stores highlighting
Malonggay in every product for we can create pies, cakes and other delicacies especially
various types of bread with the Malunggay making its industry much broader and in turn will
array as one of the most excellent food products.
36. 36. Size of the industry According to the 2010 Census of Population in the Philippines, the
Cagayan de Oro City has an estimated population of 602, This was based on the census
conducted last 2010 this data gives us the opportunity to have a look on how large is the
market in an scale of the city. Flour-based foods have played an increasingly dominant role in
the Philippine diet in recent years. The industry's total rated annual production capacity is 2.2
million tones. The largest flour end users are bakeries, followed by noodle manufacturers
and then fast food chains. More than 10,000 bakeries nationwide constitute the largest single
institutional user of wheat flour, accounting for approximately 50% to 60% of total domestic
flour use. Target Market Veggie Bread wants to distress the purchasing influence of most of
the Filipinos as it is offering an affordable price and addressing health and wellness trends in
our product offerings. At all ages is the target market of Veggie Bread, professional or not,
male or female and people of different walk of life. One of our target markets is the parents
because they can influence the children to consume and choose Veggie Bread as a tasty
snack treat and most especially the people within a healthy lifestyle. This confirms a big
scope of market veggie bread will cater.
37. 37. Market Segmentation Veggie bread considers all types of people in all ages what places
they came from and no matter what their gender and religion either who have high or low
income can be our target market that can be one of our potential buyers for the benefits of
our potential customers we extend our time and effort to differentiate and understand their
needs, wants and their preferences in order to meet the satisfaction of our innovated product.
Demand Study 1. Do you eat vegetable? Respondents Answer 250 200 Yes 194 150 No 56
100 50 0 Yes No The results show that overs 194 of the respondents said that they eat
vegetables while 56 of the respondents said that they dont eat vegetables this result implies
that we there is a big fraction that our product will be viable to the target consumers who
have craved for vegetables.

38. 38. 2. How do you often eat vegetables? Respondents Answer 120 100 80 60 40 20 0
Everyday 96 Occasionally 65 Often 51 Very Often 38 The results show that 96 of the
respondents said that they eat vegetable every day and 65 said they eat occasionally and 51
said that they often eat and only 38 said that they eat vegetables very often. The results
imply that Veggie Bread has the chance of being viable to the market due to the respondents
response to how often they eat vegetable. 3. Do you like to eat bread? Respondents Answer
250 200 Yes 219 150 No 31 100 50 0 Yes No The results show that there are219 of the
respondents said that they like to eat bread while only 31 of the respondents said that they
dont like to eat bread. The result implies that our product has a big chance that to be
patronized by the consumers based on the resulting findings.
39. 39. 4. How often do you eat bread? Respondents Answer Everyday 125 Occasionally 63
Often 37 Very often 25 140 120 100 80 60 40 20 0 The results show that there are 125 of
respondents eat bread everyday and 63 occasionally eat bread while 37 often eat and only
25 of the respondents eat bread. By this result we can have some adjustments about the
production of our Veggie Bread products. 5. How do you find Veggie Bread as an alternative
for our conventional breads? Very Satisfying Satisfying Respondents Answer Very Satisfying
150 Satisfying 48 Average 52 Average The results show that 150 of the respondents finds
Veggie Bread as an alternative for conventional breads as very satisfying and 48 said they
are satisfied and only 52 average. By these results we are confident that our products will be
patronized by the consumers.
40. 40. 6. How much are you willing to pay for the Veggie Bread? Respondents Answer PHP 1520 211 PHP 21-25 39 Php 15-20 Php 21-25 The results show that 211 of the respondents
said that they are willing to pay Php15-20 for a Veggie Bread while only 39 of the
respondents. These results gave us an idea on what will be the pricing for our Veggie Bread
products. 7. What variety of veggie bread is your favorite? Peanut Bread German Bread
Croissant Respondents Answer Peanut Bread 67 German Bread 69 Croissant 58
Ensaymada 56 Ensaymada The results show that there are 67 of respondents liked the
Peanut bread and 69 liked the German bread while there are 58 of respondents liked the
Croissant and 56 of the respondents liked the Ensaymada Veggie Bread. These results gave
us an idea on how much Veggie bread products will be produced
41. 41. 8. Rate the following items: Respondents Answer Category Very Satisfied Satisfied
Average Taste 173 36 41 Packaging 127 67 61 Cleanliness 159 55 36 Price 147 67 36 The
results gave us the perspective on how will we handle the following factors that will affect the
product operation based on the respondents responses. Marketing and sales activities
Nutritiously bake breads. Who would have thought that we can have it in hand? Veggie bread
is placed in a box. The box serves as its packaging. By words, its simple and plain but
beholds the taste and nourishment it gives to the consumers. The study will be implemented
in 6 months time. (Second semester of school year 2013-2014).
42. 42. The following activities should be followed. 1st week = Distribution of flyers and
leaflets. Advertisement via Facebook and other social media. Opening promo, but worth
of 50.00 of Veggie Bread products and get 1 bread of your choice free to the first 20
customers only. 4th week = Buy 3 boxes get 3 bread promo. Buy 3 boxes get 3 bread
free of choice (whole week from 2:30 4:00pm only) 3rd month = Juice day promo. Buy 1

box get juice free. Limited supply of juice last only. Available during MWF only. 4th month =
Buy 3 boxes get a 5% off promo. Buy 3 boxes a get a chance to have a 5% off promo.
Available until 3rd week of the 4th month only. Limited until supply last. 5th month =
Freebie promo. Buy 2 boxes of Veggie Bread and get a freebie promo. Freebies available
until supply last.
43. 43. 6th month= Late night coffee promo. Buy 1 box from 10:00 - 12:00pmand get extra
coffee free. Available until closing time. The above mentioned marketing and sales activities
should be followed during the implementation time. Any adjustment, if necessary can be
interested. Detailed Product Veggie bread is dough based product that is rich of minerals and
nutrients that will give the consumer a healthy way of eating the conventional breads that we
often buy. We Filipinos are known as a fan of eating bread especially in the morning where
we have our orphan breakfast. Our version of breads has a twist and with the grace of
malunggay to make it healthier and decent for our body. Veggie Bread has a variety of flavors
that consumers can choose from, we have Peanut Bread, Ensaymada, Croissant and
German Bread. Competition Businesses exist in a competitive environment. Bakeries are in
fierce competition with each other to provide the best possible value for money high quality
and appetizing breads, and to offer the most suitable range of products for their customers.
Competition typical breads are commonly offered by bakeshops. They are really noteworthy
about their profit and customer satisfaction, but not into making the community health wise.
The fact that the value of its bread is affordable yet it consist only a few of nutrients that our
body need is somewhat deceiving ourselves.
44. 44. On the other hand, veggies are obliging in our body in handling out nutrients that keep us
going. Some consumers today are aware of their health but some are not specially kids
nowadays that most of them are not into eating vegetables. And as concerned individuals,
we offer breads that are benevolent in use and consist of dietary from the vegetables that
store our daily nutritional needs the Veggie bread. Within a market businesses are faced by
direct competitors. These are firms that produce the same or very similar goods. With
regards to our consideration about our competition, we consider small bakeries because it
will threat in our business. However, most products are differentiated in some way. The
Product Veggie Bread is from the word veggie means vegetables which process into bread.
We all need protein and the full complement of vitamins and minerals to keep us healthy.
Meat eaters find this easier but may also open themselves up to health issues related to
eating too much animal protein. It can be really difficult for vegetarians and vegans to get
enough protein and enough vitamins and minerals especially the full complement of the B
vitamins and the minerals that are suspended in animal fats. A good part of the answer really
is in bread. These products bring you nature at its best delicious and nourishing breads
made with a variety of 100% whole grains. New Veggie Breads add a fresh garden taste and
the nutrition of one full serving of vegetables in every slice.
45. 45. Packaging Packaging plays in Veggie Bread are an important role as a medium in the
marketing mix, in promotional campaigns, as a pricing criterion, in defining the character of
new products, as a setter of trends and as an instrument to create brand identity and shelf
impact in all product groups. The Veggie Box A take home box that is where you put the
veggie bread product. .A eco-friendly packaging and promotes a greener nation. Figure 6.1





The Veggie Bag Take home bags after purchase of the Veggie Bread products will be placed
in a paper bag. Promoting a greener lifestyle and preventing environmental hazards that can
destroy the environment. Figure 6.2
46. Marketing Strategy The first strategy is market penetrate. Veggie bread is committed to
improving the customer experience in ways they believe few in the industry have done. This
business plan to execute a broader marketing strategy, not simply to build name recognition
and awareness but also to build deeper relationships with the target customers whom they
believe will help promote the brand. To reach the target customer group, we use a mix of the
following marketing methods: radio, billboards, social networking, television and in-store
sampling. Expect to continue to increase media impressions as they strive to build deeper
relationships with their customers. We believe marketing represents an opportunity to create
additional competitive advantage and brand awareness. The next strategy is market
development. The expansion into Filipino has made them subject to Filipino economic
conditions, particularly currency exchange rate fluctuations and political factors, either of
which could have an adverse effect on the financial condition and results of operations. If
veggie bread, expands into other foreign markets, will be subject to other foreign economic
conditions and political factors including taxation.
47. Price The pricing of each bread design is based from the survey questionnaire gathered
by the researchers. The researchers floated survey questionnaires with an option of prices.
Then the costing of products immediately adjusted based from its sole so that it would
compensate the pricing from the survey questionnaire. Each bread cost from 15.00 to 20.00
pesos based on the research result that we conduct, but it will adjust based on the economic
growth of the country or the price of the minor and major ingredients of the veggie bread and
for the transportation and etc. that will affect the price of our product. The prices of the
Veggie Bread products will be dependent on how the market price of the main ingredients is.
Any change of the price of the veggie bread products will be taken into consideration to the
factor that measures the consumers' capability to purchase the product.
48. Chapter V FINANCIAL STUDY This chapter discusses the financial aspects of the study,
in order for a business plan to understand it needs money to start. To determine whether the
future industry will remain profitable through the existence of competitors and unfavorable
economic condition, the researchers have to project a five year financial statement. This
chapter includes the source of funds, balance sheet, income statement, cost of goods sold
and cost of sales. Financial Assumptions 1. Selling Price of Veggie Bread are the following:
Veggie Bread (Price List) Variety Peanut bread Price 15.00 Ensaymada 15.00 German
bread 20.00 Croissant 20.00 2. Sales demand increases 10% per year 3. Raw Materials
increases 5% per year 4. Depreciation expense is computed in a straight line basis with an
estimated useful life of 3 years 5. 50% of net income will be distributed after 3 years
49. Initial Capital Requirements The partners agreed to contribute an equal sharing of capital
in amount of 20,000.00 each. Initial Capital Requirements Partners Ratio Invested Amount
Brenely T. Solis 25% 20,000.00 Junryl L. Ybanez 25% 20,000.00 Anjhie Grace M. Valle
25% 20,000.00 Bryan Augustine B. Oculam 25% 20,000.00 TOTAL 100% 80,000.00 Table

50. 50. Cost and Expense Schedule Schedule 1: Purchased of Raw Materials Item Quantity per
production Unit Price Amount Monthly Yearly 4 sack 57 sack 840.00 47,880.00 White
sugar sack 6 sack 350.00 2,100.00 Yeast 1 kilo 18 kilos 350.00 6,300.00 Salt 360
grams 4320 grams 1.00 4,320.00 Butter 360 grams 4320 grams 5.00 21,600.00 Oil 150
grams 1800 grams 2.14 3,852.00 450 pcs. 5400 pcs. 67.50 364,500.00 90 grams 1080
grams 10.00 10,800.00 300 bunches 3600 bunches 2.00 7,200.00 Peanut Butter 60 jars 720
jars 40.00 28,800.00 Choco Flavor 600 packs 7200 packs 6.25 45,000.00 4 cans 48 cans
32.00 1,536.00 15 kilos 180 kilos 21.00 3,780.00 1,726.89 468,552.00 Flour Egg
Powdered Milk Mallunggay Condense Milk Monggo Total Table 4.2
51. 51. Schedule 2: Rent Expense Monthly Annual Cost 4,000.00 48,000.00 Table 4.3
Schedule 3: Salaries and Wages Position Cost Per Month Cost Per Annual 4,000.00
48,000.00 Cashier 2,000.00 24,000.00 Waitress 1,500.00 18,000.00 Baker 3,500.00
42,000.00 11,000.00 132,000.00 Manager Total Table 4.4 Schedule 4: Office Supplies
Item Quantity Price Annual cost 2 80.00 160.00 Official Receipt 30 20.00 600.00 Ball
pen 12 5.50 66.00 Bond paper 2 50.00 100.00 Puncher 1 65.00 65.00 Stapler 2 32.00 64.00
10 7.00 70.00 1 30.00 30.00 Record Book Staple wire Fastener 1,155.00 Total Table 4.5
52. 52. Schedule 5: Packaging Item Quantity Price Monthly Annual Cost Paper Bag 35 60.00
2,100.00 25,200.00 Box 30 5.00 150.00 1,800.00 27,000.00 Total Table 4.6 Schedule
6: Transportation Cost Item Cost per month Annual Cost Delivery Expense 4,800.00
57,600.00 57,600.00 Total Table 4.7 Schedule 7: Promotional Expenses Cost Free Taste
Flyers No. of Months Annual Cost 1,500.00 Introduction of the product 1,500.00 250.00
12 3,000.00 4,500.00 Total Table 4.8
53. 53. Schedule 8: Office Furniture & Fixtures Item Quantity Price Amount Depreciation
Expense 1,500.00 Estimated Useful Life 3 Table 1 1,500.00 Office chair 2 600.00 3
200.00 750.00 3 250.00 1,000.00 3 333.33 500.00 300.00 Ceiling fan 1 750.00 Cabinets 1
1,000.00 3,850.00 Total 1,283.33 Table 4.9 Schedule 9: Equipment Item Computer
Quantity Price Amount 1 15,000.00 15,000.00 Table 5.1
54. 54. Schedule 10: Depreciation Expense Item Cost Estimated Useful Life Depreciation 2014
2015 2016 3,850.00 (please see schedule 7) 1,283.33 2,566.67 3,850.00 15,000
Office Furniture & Fixtures 5 3,000.00 6,000.00 9,000.00 4,283.33 8,566.67 12,850.00
Office Equipment Total Table 5.2 Statement of Cost of Goods Sold 2014 2015 2016 - -
491,979.60 516,578.58 542,407.51 42,000.00 42,000.00 42,000.00 27,000.00 27,000.00
27,000.00 560,979.60 585,578.58 611,407.51 Beg. Inventory Add: Purchase of Raw
Materials Direct Labor Overhead: Packaging Cost of Goods Sold Table 5.3
55. 55. Projected Demand and Sales For 2014-2016 Demand 2014 2015 2016 Peanut Bread
14,400.00 15,840.00 17,424.00 Ensaymada 14,400.00 15,840.00 17,424.00 German
Bread 14,400.00 15,840.00 17,424.00 Croissant 14,400.00 15,840.00 17,424.00 57,600.00
63,360.00 69,696.00 Peanut Bread 216,000.00 237,600.00 261,360.00 Ensaymada
216,000.00 237,600.00 261,360.00 German Bread 288,000.00 316,800.00 348,480.00
Croissant 288,000.00 316,800.00 348,480.00 1,008,000.00 1,108,800.00
1,219,680.00 Total Sales Total Table 5.4 Projected Cost for the year 2014-2016 2014 2015
2016 491,979.60 516,578.58 542,407.51 Table 5.5

56. 56. Cost schedule Per Product Fillings 406.91 40.00 446.91 26% Ensaymada 406.91
21.00 427.91 25% German Bread 406.91 6.25 413.16 24% Croissant 406.91 32.00 438.91
25% 1,726.89 100% Peanut Bread Table 5.6 Product Name Quantity Produce Price Per
Product Cost Per Unit Contribution Margin 2014 2015 2016 Ensaymada 40.00 15.00
11.17275 3.83 4.02 4.22 40.00 15.00 10.69775 4.30 4.52 4.74 40.00 Peanut Bread
20.00 10.329 9.67 10.15 10.66 40.00 20.00 10.97275 9.03 9.48 9.95 26.83 28.17
29.58 German Bread Croissant Total Table 5.7
57. 57. Veggie Bread Projected Income Statement For the year ended Dec. 31,2014- Dec. 25,
2016 2014 2015 2016 1,008,000.00 1,108,800.00 1,219,680.00 Less: Cost Of Goods
Sold 560,979.60 585,578.58 611,407.51 Gross Income 447,020.40 23,221.42 608,272.49
Rent Expense 48,000.00 48,000.00 48,000.00 Salary 90,000.00 90,000.00 90,000.00
1,155.00 1,155.00 1,155.00 57,600.00 57,600.00 57,600.00 Promotional Expense 4,500.00
4,500.00 4,500.00 Depreciation Expense 4,283.33 4,283.33 4,283.33 205,538.33
205,538.33 205,538.33 241,482.07 317,683.09 402,734.16 77,274.26 101,658.59
128,874.93 164,207.81 216,024.50 273,859.23 Sales Less: Operating Expenses
Office Supplies Transportation expense Total Operational Expenses Income Before Tax
Less: Income Tax (32%) Net Income Table 5.8
58. 58. Veggie Bread Projected Statement of Cash flow For the year ended Dec. 31,2014- Dec.
25, 2016 2014 2015 2016 229,641.14 449,948.97 1,008,000.00 1,108,800.00
1,219,680.00 1,088,000.00 1,338,441.14 1,669,628.97 Cash Inflows Cash, Beg Partners
Contribution Sales Total Cash Inflows 80,000.00 Less: Cash Outflows Purchased of Fixed
Asset 18,850.00 Purchase of raw materials 491,979.60 516,578.58 542,407.51 Packaging
27,000.00 27,000.00 27,000.00 Direct Labor 42,000.00 42,000.00 42,000.00 Salary &
Wages 90,000.00 90,000.00 90,000.00 1,155.00 1,155.00 1,155.00 Rent 48,000.00
48,000.00 48,000.00 Transportation expense 57,600.00 57,600.00 57,600.00 4,500.00
4,500.00 4,500.00 77,274.26 101,658.59 128,874.93 858,358.86 888,492.17 941,537.44
229,641.14 449,948.97 728,091.53 Office supplies Promotional Expense Income Tax
TOTAL Operating Expenses Cash Balance, End Table 5.9
59. 59. Veggie Bread Projected Balance Sheet As of Dec. 31,2014- Dec. 25, 2016 2014 2015
2016 229,641.14 449,948.97 728,091.53 229,641.14 449,948.97 728,091.53 3,850.00
3,850.00 3,850.00 15,000.00 15,000.00 15,000.00 18,850.00 18,850.00 18,850.00 4,283.33
8,566.67 12,850.00 14,566.67 10,283.33 6,000.00 244,207.81 460,232.30 734,091.53 - - 80,000.00 244,207.81 460,232.30 164,207.81 216,024.50 273,859.23 244,207.81
460,232.30 734,091.53 Assets Current Assets Cash Total Current Assets Non-Current
Assets Office Furniture & Fixtures Office Equipment Total Less: Accumulated Depreciation
Total Non-Current Assets Total Assets Liabilities & Equity Current Liabilities Partners Equity
Partners Contribution Add: Net Income Total Liability & Equity, end Table6.1
60. 60. Financial Ratio 2014 2015 2016 216,024.50 273,859.23 164,207.81 1,008,000.00
1,108,800.00 1,219,680.00 16% 19% 22% Profit Margin 216,024.50 273,859.23
164,207.81 80,000.00 80,000.00 80,000.00 2.05 2.70 3.42 1,008,000.00 1,108,800.00
1,219,680.00 244,207.81 460,232.30 734,091.53 4.13 2.41 1.66 Return on Investment
Return on Total Asset 1,108,800.00 1,219,680.00 1,008,000.00 244,207.81 460,232.30
734,091.53 4.13 2.41 1.66 Return on Equity 523,221.42 608,272.49 447,020.40






14,566.67 10,283.33 6,000.00 30.69 50.88 101.38 Fixed Asset Turnover 523,221.42
608,272.49 447,020.40 244,207.81 460,232.30 734,091.53 1.83 1.14 0.83 Total Asset
Turnover 201,255.00 201,255.00 201,255.00 26.83 28.17 29.58 7,502 7,145 6,804
Breakeven Point in Units Table6.2
61. Chapter VI MANAGEMENT STUDY This chapter tackles about the entire organizational
arrangement of the business. The management aspect suggests a clear and precise
identification of duties and responsibilities, flow of authority and manpower level requirement.
This contains the organizational chart and the qualifications of the people involved the
formation of the business organization, structure. It must be set up aimed at optimum
effectiveness. To attain this, management must be able to plan all activities, for the company
to become dynamic and competitive business over and done with human resource, financial
capability and new technologies. Form of Ownership The type of business ownership will be
a partnership; in which partners pool money, skills, and other resources, and share profit and
loss in accordance with the terms of the partnership agreement. In the absence of such
agreement, a partnership is assumed to exit where the participants in an enterprise agree to
share the associated risks and rewards proportionately. Complementary skills and additional
contacts of each pattern can lead to the achievement of greater financial results together
than would be possible apart. Mutual support and motivation are needed for the business to
last longer.
62. Organizational Chart The Incorporators Job Positions (Bryan Agustin B. Oculam)
Manager (Anjhie Grace M. Valle) Book keeper/ Cashier (Brenely T. Solis) Waitress Table 7.1
(Junryl L. Ybaez) Head Baker
63. Job Analysis Job Title: Manager Name: Bryan Agustin B. Oculam Job Description
Responsibilities: Oversees daily production Work Schedules Assigning Employee
Tasks Ensures product quality Keeps facility running, and clean His/her job includes
planning, organizing, directing and controlling all the employees of the organizations as well
as its relationship to each other. Responsible in checking sales records. Responsible in
purchasing raw materials. Job Qualifications A graduate of any management courses
Male or female, from 21-26 years old. At least 2 years work experience Must have a
good moral character With pleasing personality Salary Scale: 4,000.00 monthly
64. Job Title: Bookkeeper/Cahier Name: Anjhie Grace M. Valle Job Description
Responsibilities: Responsible for monthly income statements and balance sheets
Responsible in collection of receivables and payroll. He/she is responsible in managing the
cash. Responsible for keeping records of sales. Responsible in cash deposit. Job
Qualifications Female only Must be a graduate of any 4 years business related course
Male or female, from 21-26 years old At least 2 years work experience Must have a
good moral character Must be honest and with pleasing personality Salary Scale:
2,000.00 monthly
65. Job Title: Waitress Name: Brenely T. Solis Job Description Responsibilities: She files
all the papers. She takes care of the communications such as telephone, email, or meeting
in person. She helps the manager in his/her projects. She records and updates the
database. She takes care of the photocopying and scanning the documents. She sorts






and hands out post. She supports the reception desk. Job Qualifications Female only
18-25 years old At least 52 in height with pleasing personality. A college level or high
school graduate Must have good moral character Must be responsible and hard working
Salary Scale: 1,500.00 monthly
66. Job Title: Head Baker Name: Junryl L. Ybaez Job Description Responsibilities:
Design and cost baked products recipes in liaison with Customer Service Management
Ensure quality control during and post production including maintenance of hygiene
standards and accurate pack weights and QC audit of retail outlets as required Supervise
and train production staff to efficiently and safely produce high volume, multiple baked
products with minimum of wastage Calculate raw material needs and efficiently maintain
stock levels to meet production requirements Oversee distribution of production to retail
outlets in liaison with location management
67. Job Qualifications: Male No specific requirements for age Bachelors / College
Degree Three years of working experience in the same field Must have complete and
thorough knowledge of baking processes for bread, pastries and other baked products
Managerial/supervisory experience in high volume bakery production environment
Recognized baking qualifications and training required Must have good moral character
Must be responsible and hard working Salary Scale: 3,500.00 monthly
68. Company Policies Employees are mandatory to turn off all the machines and
equipments after using. Follow safety provision to avoid accidents. Observe cleanliness
in the working area. Employees are required to wear their prescribed uniform. Absent
without leave (AWOL) is subject to appropriate sanctions unless provided with a valid reason.
Management Policy Client shall be the first priority. Maintain uniqueness and great
quality products. Make sure the availability of the product. Guarantee the constancy of
the rate of each product. Call on duty Mandatory to work overtime if needed.
69. Chapter VII SOCIO- ECONOMIC STUDY The chapter includes the socio-economic
benefits if the proposed project. The proposed project aims to help our localities and farmers
of the country and to give healthy lifestyle to the people. Nowadays it is important that small
entrepreneurs should realize the worth innovating and starting a business that would largely
contribute to the socio-economic development of the country. In this certain project, the
researchers consider the whole part of the business especially the social impact PROJECTS
COMMUNITY DEVELOPMENT Table 8.1 in the community.
70. Contribution to Income and Employment The main goal of a certain business is to have
high income especially in the part of the owner. The business should generate pleasantly
relationship between the manager and employees to attain the main goal of the business
which is to have an income. At workers and employees in the business need income to
support their own needs and also for their services rendered in the business. Building up
business is a great opportunity for an employed people to have jobs. it will also be their
opportunity of having another source of income. Tax Contribution This business is expected
to give a great contribution to the government in the form of taxes. The tax payment from the








business would help the localities as well as the economy in its future project especially for
people that will benefit. This would help the people to more sprightly.
71. Chapter VIII CONCLUSION AND RECOMMENDATION Recommendation After bearing
in mind the significant factors in the study that we conducted such factors like the marketing,
financial, technical and management and socioeconomic study. It is therefore recommended
that VEGGIE BREAD bakery will be pursued and the business establishes at Don Apolinar
Velez Street fronting St., Cagayan de Oro City. Conclusion Based on the research and study
that we conducted, we therefore conclude that our business is feasible and viable in the
72. Appendix A Survey Questioner Name (optional): Age: Course: Sex: M F Instruction:
Shade/Check the box for the choice of your answer. Veggie Bread Verities of bread that is
made richer and healthier added with nutritious vegetables which give you a new and healthy
way of enjoying your craving for bread. 1. Do you eat vegetable? Yes No 2. How often do you
eat vegetable? Everyday Occasionally 3. Do you like to eat bread? Often Yes Very often No
4. How often do you eat bread? Everyday Occasionally Often Very often
73. Question # 5 - 7 refers to the Veggie Bread. 5. How do you find Veggie Bread as an
alternative for our conventional breads? Very Satisfying Satisfying Average 6. How much are
you willing to pay for the Veggie Bread? 15-20php 21-25php 7. What variety of Veggie Bread
is your favorite? Peanut Bread German Bread Croissant Ensaymada Rate the following items
asked by CHECKING the box for the choice of your answer. Items Packaging Cleanliness
(Product) Price (2) Satisfying Taste (1) Very Satisfying (3) Average (4) Dissatisfying
74. Appendix B Curriculum Vitae Name: Bryan Augustine B. Oculam Birthday: Aug. 25, 1992
Age: 21yrs. old Address: Osmea Street, Cagayan de Oro City Nationality: Filipino Religion:
Roman Catholic Email Address: ryn.oculam@gmail.com Mother: Dorotea B. Oculam Father:
Zenon A. Oculam Educational Background Primary: City Central School Secondary: Misamis
Oriental General Comprehensive High School Tertiary: Capitol University Course: Bachelor
of Science in Business Administration Major: Marketing Management
75. Curriculum Vitae Name: Anjhie Grace M. Valle Birthday: Jan. 16, 1993 Age: 20 yrs. old
Address: Danao, Taytay El Salvador City Nationality: Filipino Religion: Roman Catholic Email
Address: anjhiegrace.valle@yahoo.com Mother: Jessica M. Valle Father: Antonio S. Valle
Educational Background Primary: Taytay Elementary School Secondary: Alubijid National
Comprehensive High School Tertiary: Capitol University Course: Bachelor of Science in
Business Administration Major: Marketing Management
76. Curriculum Vitae Name: Brenely T. Solis Birthday: Sept. 17, 1992 Age: 21yrs. old
Address: Cagayan de Oro City Nationality: Filipino Religion: Roman Catholic Email Address:
brenely.solis@yahoo.com Mother: Brenda T. Solis Father: Felipe R. Solis Educational
Background Primary: Mahay Elementary School Secondary: Mahay National High School
Tertiary: Capitol University Course: Bachelor of Science in Business Administration Major:
Marketing Management
77. Curriculum Vitae Name: Junryl L. Ybanez Birthday: Feb. 19, 1994 Age: 19 yrs. old
Address: Ivio Villanueva, Misamis Oriental Nationality: Filipino Religion: Iglesiani Cristo Email
Address: junryl1234@gmail.com Mother: Josephine L. Ybaez Father: Lucio R. Ybaez Jr.
Educational Background Primary: Bohol/ Vicenti N. Chavez Memorial Central School

Mindanao Secondary: Villanueva National High School Tertiary: Capitol University Course:
Bachelor of Science in Business Administration Major: Marketing Management