KINGFISHER SCHOOL OF BUSINESS AND FINANCE

Last Updated
Term School Year
1 2018 - 2019

PRELIMINARY ASSESSMENT OF
FEASIBILITY STUDY PROPOSAL
/Business Process Improvement/ Reengineering
(To be accomplished by Business Communication – Technical Writing/
Methods of Business Research Students)

Please use this form or electronic equivalent. Attach additional sheets as necessary.
Name of Be-Ann Charlotte B. Naron
Researcher
Degree BSA
Address Pogonlomboy, Mangatarem, Pangasinan
09279319806 Email Address:
C phone no.
bebangnaron@gmail.com
Research
Title
Dragon Fruit Production and Processing Dragon Fruit Juice and Chips
Duration of Study: 8 months
Brief Background/ Concept Description
(Summarize the essence of your business)

The subject of the feasibility study is a proposed farm plantation of dragon fruit
on a yet to be determined site in Dagupan City. The reasearch also aims to
include juice and chips out of the said fruit.

Research (Describe your research goals and objectives)

Objectives / General:
Statement of
the Problem This study aims to proposed Dragon fruit production in Dagupan and determine
its market demand and feasibility.

Specific:

To generate 10% income during its first, second and third year of operation.

 Opportunity (Why is this business project a good opportunity? What evidences / gut feel do you have
(Significance to support the demand? What is the potential size of your market? What are the critical
of Research) trends and how will your company exploit them? What is the compelling need?)

Dragon fruit was introduced in the country during 1990's and gained popularity
since then and yet, its production around the country was limited. I found that
there are only few dragon fruit farm in Pangasinan that's why I think that it is a
great opportunity to have one farm in Dagupan City as one of the known city in
the country.

The proposed plantation should be able to supply its neighboring towns until
such time that it can provide for the whole region. Since having dragon fruit juice
and chips are new to market, the management will have difficulties on how to
make it known to the customers. That's why advertising is a must.
Kingfisher School of Business and Finance Preliminary Assessment of Feasibility Proposal
 Product / (Describe the product or service that makes it unique. How is the product or service to be
Service produced, delivered, and qualified to compete?)

The fruit itself is unique being not available in all places in the country. And
having a dragon fruit juice and chips may catch the attention of the people since
it is not that common and they will surely try something new. The chips will be
produced using the fruit harvested. It will be washed thoroughly and cut into thin
pieces evenly. Then will put into food dehydrator and will be freezed to achieve
crispiness. Will be pack and then ready to ship. As for the juices, the fruit will be
washed and the seeds will be taken ou and then will put into blender to make a
juice. After the juice is acquired, it will be processed inoder to preserve and then
will put to container.
When it comes to competition, these products are way too qualified because it is
new and healthy.
 Value (Who is your target market? What are the benefits to the target market?)
Proposition
The targeted market will be those people who travel or live temporarily in the city
because of work, studies and etc These people may help to advertise the
product in their hometown.
 Marketing (What are the key elements of your marketing strategy?)
Strategy
First, create advertisement banners and flyers. It will be posted near the
plantation and some will be at neighboring barangays and towns. Social media is
in consideration since it is trendy nowadays and it is a great way for people to
see the plantation's scenery and for them to know about the products that we
offer given the fact that they are far away.
And last, by having a great service and quality product, because we believe in
the power of the mouth advertising, because we believe that if a customer is
satisfied, he will do the advertising.

 Competitive (Who is your competition? What is your competitive advantage?)

Advantage One of the farms that have already dragon fruit farming can be found in San
Jacinto Pangasinan which may pose a threat. But they only have the fruit alone
while this project porposed to have juices and chips, these products' productuon
and commercial value will gain the competitive advantage of the local fruit
industry.
 Management (Who is the management team and why will they make a success of the venture?)
Team The management team will be compose of two departments. The growers team
and the processing team. Growers team is composed of six people namely,
Sinon Garlitos, Jay-r Naron, Jeric Naron, and Bonny Frias as laborers, Vicky
Delubio as sorter and Ben Naron as Agricultural Inspector. The processing unit
will be composed of five members. Joan, Jennifer and Melany Corpuz for the
chips making and Michelle Dela Cruz and Ana Luna Delubio will be in charge of
juice making. These people are significant to these project's success thus
conseidered asset because of their skills and experiences. They have been
farmers through their lives and I know them since I was born so trust is already
there.
Methods and (Briefly describe your research design)
Techniques First, to find a land site for the plantation. Using internet may help. Various
consideration must taken into account like the price, the quality of the soil and
the distance and if it can be acquired in installment. When land is acquired,
finding suppliers is a must. Since staffs are already complete, operation may
start. The opening of the plantation will be free to all of the customers. And
surveys will be given in order to acquire responds and suggestions from the
people.
Kingfisher School of Business and Finance Preliminary Assessment of Feasibility Proposal
Sources of (Write at least (5) recent references)
information Entrepinoys. 2016. Dragon Fruit Growing and Production.
Retrieved from (www.mixph.com/dragon-fruit-growing-and-production/)
Raks Kitchen. 2016. Dragon Fruit Juice.
Retrieved from (https://www.rakskitchen.net/2016/04/dragon-fruit-juice-pitaya-
juice.html?m=1)
Passionately Raw! :. 2016. Red Dragon Fruit Chips.
Retrieved from: (https://passionaltelyraw.blogspot.com/2016/01/red-dragon-fruit-
chips.html?m=1)
Senyorita.Net.2016. Our Farm Republic in Mangatarem, Pangainan: Organic
Farm Day Trip.
Retrievedfrom:(https://www.senyorita.net/2016/03/our-farm-republic-in-
mangatarem-pangasinan-organic-farm-day-trip/)
Una Dekada. (2015.12.15). The Dragon Fruit Growers San Jacinto Pangasinan
[Video File].
Retrieved from https://www.google.com.ph/url?sa=t&source=web&rct=j&url=
%23&ved=0ahUKEwjey4b1guXbAhXQIIgKHeBHBZsQwqsBCCcwAA&usg=AOv
Vaw0VTJzWxrN8ZFOD4xbU2nov
HimmelFood. (2017.4.27).How to make dried dragon fruit-3-mm-Himmel Food
Dehydrator V3. [Video File].
Retrieved from: https://youtu.be/3J6r19dzegA
Y2J. (2018.01.28). How to make dragon fruit juice. [Video File].
Retrived from: https://youtu.be/pemAxuQSBOw
Identifying  What business must we get into? What does the market need (market potential)?
business
opportunities Food industry. Because food is never an out of demand. Though there is a high
competition, as long as you are creative enough, you may survive. The market needs
something they have never tasted before. They need something healthy yet affordable.
That's why this business has potential.

 Is there a GAP between supply and demand?

There is. Since dragon fruit is not too common in Dagupan, the demand is low thus the
plantation having supply, it will create an excess supply. And it can only achieved
equilibrium if customers will be made.

 Capitalize on available resources.

Since buying a lot in a one time payment is costly, leasing will the right to buy at the end
of lease term can be considered. And if social media will be used, social friends need to
be taken care of too. Having the right team is important that's why I believed that the
team is more than enough. But the most imporatnce is to know the customers and
understand them through interaction.

 Explore forward-backward industry linkages.

The products are recommended to all type of people, the youngs and olds since they
are nutritious. And when it comes to backward industry(suppliers),after transacting from
the Ilocos Farm, our plantation will become its own supplier of seeds.

 If we went into this business, would it assure us of a fair return?

It may but not in it first to three years of operations since it will need to compensate all
the expenses incurred first.

 Indicators in screening business options:

 Ease of entry- we cannot assure that new competitors wont show up.
That's why, it is important to make

 Degree of risk involve

Kingfisher School of Business and Finance Preliminary Assessment of Feasibility Proposal
 ROI

Signature of the Researcher Date: June 22, 2018

Researcher
Recommended for Presentation: Approved by:

MS. MAYBELLE ANN S. LOPEZ, MBA MR. AUGUSTUES P. LAMBINO, CPA, MBA
Faculty Adviser Academic Dean
Date: Date:
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