Академический Документы
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TITLE PAGE
CAGUING, Ezekiela S.
December 2018
ii
Panel Members
________________________________ ________________________________
Mr. Carlo Calicdan Ms. Mika Calixterio
Head of Brand Marketing and
Communications
BPI Philam
__________________________________
ENGR. Charmina Lou C. Bautista
Adviser
__________________________________
ENGR. ANGELO O. VALTE
Chair, Industrial Engineering Department
_________________________________
PROF. PHILIPINA A. MARCELO, PH.D.
Dean, Faculty of Engineering
iii
WARNING
The Authors
CAGUING, Ezekiela S.
ACKNOWLEDGEMENT
This undergraduate research would never have been possible if not for the
kind help and continuous support of many individuals. We would like to extend
Feasibility Study (PFS) Adviser, to Engr. Mark Emile Punzalan, and to Prof.
Angelo O. Valte, our PFS Lecturer, for all the wisdom, knowledge, guidance, and
To our panelists, for their time and for imparting helpful suggestions and
We also would like to express our deepest thanks to our family, friends,
and loved ones, who were always there to encourage, understand, and support
Lastly, and with most glory, we want to offer this endeavor to our God
Almighty for bestowing us the strength, will, health, and peace of mind to finish
Table of Contents
TITLE PAGE ....................................................................................................................... i
CHAPTER 1: INTRODUCTION ....................................................................................... 1
1.1 Executive Summary ......................................................................................................1
1.1.1 Rationale .......................................................................................................................1
1.1.2 Name of the Firm ..........................................................................................................1
1.1.3 Brief Description of the Project ....................................................................................2
1.2 Introduction: Project Background and History .............................................................2
1.2.1 Project Proponents ........................................................................................................2
1.2.2 Type of Business Organization .....................................................................................3
1.2.3 Location of the Business ...............................................................................................3
1.3 Industry Analysis ..........................................................................................................4
1.3.1 Top Players in the Industry ...........................................................................................4
1.3.2 Industry Growth for the Past Ten Years .......................................................................4
1.3.3 Industry Category Data .................................................................................................4
1.3.4 Societal-Environmental Analysis..................................................................................5
1.3.5 SWOT Analysis ............................................................................................................8
1.3.6 Michael Porter’s Five Forces of Competition Model ...................................................9
1.4 Problem Statement ......................................................................................................12
1.5 Objectives of the Study ...............................................................................................12
1.5.1 General Objectives ......................................................................................................12
1.5.2 Specific Objectives ...................................................................................................12
1.6 Significance of the Study ............................................................................................13
1.6.1 Scope & Limitations ..............................................................................................14
1.7 Research Methodology ...............................................................................................15
1.8 Review of Related Literature ......................................................................................16
1.8.1 Philippines’ Coconut Water Industry.........................................................................16
1.8.2 Coconut water nutritional content ............................................................................17
1.8.3 Coconut Water Preservation ......................................................................................17
1.8.4 Packaging .....................................................................................................................18
1.8.5 Transportation ..............................................................................................................18
CHAPTER 2: MARKET STUDY .................................................................................... 20
2.1 Product Description ....................................................................................................20
2.1.1 Name of Product .........................................................................................................20
vi
LIST OF TABLES
LIST OF FIGURES
CHAPTER 1: INTRODUCTION
1.1.1 Rationale
coconut water and on the sensitive nutrients present. The group, together
Processing. This process will help increase its shelf-life and decrease the
transportation cost of the coconut water, when exported, since its water
content is decreased.
The proponents were able to come up with MARIE & Co. (MARIE
& Corporation) as the name of the firm. The proponents made sure that
proponents chose this name because of the IE in Marie and because all
The tender coconut water from fresh chosen coconuts (Nú Coco)
longer shelf-life without removing the essential nutrients that are sensitive
to high temperature.
and their industry adviser. Table 1 displays a brief information about the
corporation shareowners.
% OF
NAME NATIONALITY
OWNERSHIP
Bandong, Marianne
Filipino 20%
Faye J.
Caguing, Ezekiela S. Filipino 20%
Dela Paz, Francine T. Filipino 20%
Moncada, Maria Alona
Filipino 20%
M.
Punzalan, Mark Emile Filipino 20%
Table 1. Shareowners of the Corporation
3
distribute profits. The shareholders have limited liability and their minimum
supply, price lot, safety of location and adequate infrastructure. Also, they
The top players of the concentrates industry are those with the
has 33.4% and 5.6% respectively. See Table 36. Concentrates in the
For the past five years the year-over-year growth of the sales of
For years 2018 to 2023, given that prices are constant, concentrates are
Act (Senate Bill No. 1233 and House Bill No 5745). According to
coconut plantations.
7
1.8 trillion, respectively. With these, total savings in 2017 was Php
product must undergo testing and must also be approved by the Food
market. These concentrated fruit drinks may also offer similar benefits
amount of nutrients present. Also, it does not cost much for buyers to
coconut water brands already exist in the market at present. The price
competition as they not only compete within their industry but also
its exposure to external elements affects its sterility. Therefore, in order for this
product to reach the market with a longer shelf-life, there is a need for its
adversely its vitamin C content. Moreover, it also alters the natural taste of
flavors.
for consumers
● To determine the demand and supply gap for the proposed product
proposed product that would give it an edge from existing coconut water
products in supermarkets
product
feasible to produce
Coconut is the most extensively grown and used nut in the world,
playing a significant role in the economic, cultural, and social life of over 80
due to its high nutritional and medicinal properties. The water of tender
beverage that the nature has provided for the people of the tropics to fight
processing and handling of coconut water alters the delicate flavor profile
of coconut water and the sensitive nutrients present in the fruit. Proper
product that contains unaltered nutrients from the fresh coconut fruit and
Product Limitation
stalls, online shops or from direct sellers will not be part of the study.
Demographic Limitation
15
study.
Source Limitation
All primary data for this feasibility study are gathered from residents
household population to project the 2020’s that was used to get the
sample size of the survey. Categorical formula was used to solve the
conducted both personal and online survey to reach the target number of
respondents needed for the study. To eliminate bias, they used cluster,
16
stores. After reaching the target sample, they used convenience sampling
to ask some people through social networking sites to answer the same
their proposed product is. The proponents also did market forecasting,
Authority, the average volume of coconut water per fruit is 300 ml. Most
National Standard (2006), they harvest the fruits at 6-9 months old for
fructose, glucose, and sucrose. On the other hand, the minerals are
Ganesan & Sundararajan, 2013; Daniel Lima Verde et al., 2009; Mia Jr.
perishable. Once the fruit has been opened or the outer layer of the fruit
is damaged, the coconut water inside the fruit easily spoils, (Appaliah et
nutrient content. Thus, given this issue, high pressure processing was
effectively preserved the coconut water and retained its nutrient content
(Punzalan, 2018).
1.8.4 Packaging
new active and/or intelligent systems, which can interact with the product
addressed properly, may lead to the rejection of the product. (Ramos et.
al., 2015)
1.8.5 Transportation
in order to maximize the profit while satisfying the needs of arrival areas.
19
Processing in order to prolong its shelf life whilst retaining all its nutritious
Below is the table of the nutrient content of coconut water per 100
Energy 19 Kcal 1%
Carbohydrates 3.71 g 3%
Cholesterol 0 mg 0%
Vitamins
Folates 3 µg 0.75%
Riboflavin 0.057 mg 4%
Vitamin-C 2.4 mg 4%
Vitamin-A 0 IU 0%
Vitamin-E 0 mg 0%
Vitamin-K 0 µg 0%
Electrolytes
Sodium 105 mg 7%
Potassium 250 mg 5%
Minerals
Calcium 24 mg 2.4%
Magnesium 25 mg 6%
Manganese 0.142 mg 0%
Zinc 0.10 mg 1%
Phyto-nutrients
Beta Carotene 0 µg --
Cytokines Present --
Lutein-zeaxanthin 0 µg --
Leucoanthocyanin Present --
consumed in its state when bought from the market or mixed with water
would be good for the distribution of the product will be in the National
The target market will also be the residents who do their grocery
Php 300.00 to prove that they can afford the proposed product.
23
aim to target the coconut water consumers that are willing to try the
coconut water, but are still willing to try, will also be part of the
target market.
gathering the primary data needed for the study. The proponents
NCR, and the cities included in the region, were gathered from
Where:
d = Margin of Error
to gather primary data for the study. The proponents went to the
25
1. Age of Respondents
packaging and aesthetic that will get the attention of the target market.
26
2. Occupation pf Respondents
information, the proponents can strategically establish the price for their
proposed product.
27
Data gathered from this survey question can help the proponents
allowance of below Php 20,000.00 will still be able to buy the proposed
product.
28
allowance of at least Php 300.00 which proves that they can afford to
buy the proposed product and still be able to allot money for other
or allowance of at least Php 300.00 will not be part of the target market.
29
beverages, while only 17.5% do not. This data proves that there is a
demand for coconut beverages. Those who answered “No” was given
beverages. “I prefer other fruit drinks,” “I don’t like it,” and “I haven’t tried
drinking it before” are the common answers that they have provided.
32
8. If you answered “NO,” are you still willing to try our product?
Those who answered “No” from the previous question was asked
again if they are still willing to try the proposed product. 51.6% answered
“Yes,” while 48.6% said “No.” The respondents who are still willing to try
Nú Coco will be included in the target market and will also be part of the
demand. Those who answered “No” will not be part of the target market.
33
4, 1% Buko ni Fruitas
8, 2% Vita Coco
Tropical Dew
Hydro Coco
59, 18%
La Natural
82, 24%
Coco Royal
analysis shows that Mogu mogu, Buko ni Fruitas, and Vita Coco are the
Mogu mogu and 24% have tried Buko ni Fruitas and 18% have tried Vita
Coco.
34
35.00% 120.00%
30.00% 100.00%
25.00%
80.00%
20.00%
60.00%
15.00%
40.00%
10.00%
5.00% 20.00%
0.00% 0.00%
month, 13.8% buys thrice a week and 11% do not consume coconut
beverages. Given this data, the proponents anticipate that most of the
consumers in their target market will also buy coconut beverage once a
month.
36
beverage for its health benefits, 64.1% of the respondents buy coconut
its taste. The proponents can use these information in the technical study
requirements of consumers.
37
any add-ons, 38.6% prefer it with Nata de Coco, and 31% prefer it with
Coconut Meat. The proponents can use this information in the technical
study of their proposed product. They can consider making three variants
of their proposed product. The nutrient content can be their main priority,
followed by the taste, price, packaging and lastly, the appearance of the
coconut water.
39
From the given chart above, the 75.9% of the respondents buy
packaging, 12.4% chose juice carton, and only 9.7% chose canned. The
The proponents tested the name of the product to ensure that it will
be striking for the consumers. 46.9% chose Nú Coco as the most striking name
for a coconut beverage. The proponents will name their product Nú Coco.
42
2.3 Demand
within the same segment share common characteristics that can help a
The only available data in the Philippine Statistics Authority that they can
use are the total population in NCR in the years 2010 and 2015.
2010 9,506,600
2015 10,123,200
year 2020, which will be used to determine the sample size for survey
data gathering.
Linear 110,000
Exponential 6,394,913.15
Logarithmic 493,400.08
Polynomial 6,722,745.79
Power 18,111,853,529,771.40
10,849,800. Using this 2020 projection, the population in NCR for years
2020 10,849,800
2021 10,911,460
2022 10,973,120
2023 11,034,780
2024 11,096,440
2025 11,466,400
Where:
consumers.
Where:
The population of the National Capital Region (NCR) for the next
supermarkets.
income/allowance of Php300
consumers.
consumers but are still willing to try Nú Coco will be added to the
demand.
47
r I=(F*(G+N*
Year
(0.33 liters
330ml = Frequency
*
e F A B C D E N 0.33 of
Frequency
liters Purchase*
of
q purchase)))
2020 10,849,800 19,000,983
2021 10,911,460 19,108,967
2022 u
10,973,120 19,216,950
100% 133% 86.5% 82.5% 90.3% 51.6% 0.33 12
2023 11,034,780 19,324,934
2024 e
11,096,440 19,432,917
2025 11,466,400 20,080,819
Frequency of Purchase from survey = once a month x 12 months/year = 12 units/year
48
used the price of Sunquick Concentrated Fruit Juice, which is the leading
brand name based on the data from Euromonitor. Since the average
price of Sunquick is ₱116.00 for 330mL, then the historical supply of that
Historical Supply
Period Year
(in million liters)
1 2015 16.3
2 2016 15.7
3 2017 15.1
Table 8. Historical Data for Concentrates Supply
Using the data above, the projected number of supply is computed to
Average Annual
Trend Type
Growth rate
Linear -3.248%
Exponential -3.729%
Logarithmic -2.072%
Polynomial -3.248%
Power -2.692%
Table 9. Comparison of average annual growth rate
Growth 2017-2022.
y = -1E+06ln(x) + 2E+07
15000000
R² = 0.9777
10000000
5000000
0
1 2 3
y = -1E+06ln(x) + 2E+07
Where:
y = projected supply
x = period
Projected Supply
Period Year
(in liters)
6 2020 18,208,241
7 2021 18,054,090
8 2022 17,920,558
9 2023 17,802,775
10 2024 17,697,415
11 2025 17,602,105
Table 10. Projected Annual Supply from 2020-2025
51
The target market share for sales was based from the product with the
lowest average market share for sales which is 5.5% from SM Bonus.
Projected target market share for sales for the years 2020-2025 was
2017-2022, starting with 2017 as period 1 and making 2020 as period 4 and so
on.
D = 5.5% * (1 + 18.3%) n
Where: n = period
The demand and supply data used for the following table were computed
previously.
52
E
B D
A C Target
Projected Target
Period Year Demand D-S Gap Demand
Supply Market
(in liters) (A-B) (in liters)
(in liters) Share
(C*D)
4 2020 31,369,132 18,208,241 13,160,891.44 26.03% 206,351
5 2021 31,547,404 18,054,090 13,493,314.59 32.53% 343,151
6 2022 31,725,677 17,920,558 13,805,118.45 39.04% 506,111
7 2023 31,903,949 17,802,775 14,101,173.96 45.55% 693,343
8 2024 32,082,222 17,697,415 14,384,806.95 52.05% 903,329
9 2025 33,151,857 17,602,105 15,549,751.96 58.56% 1,451,535
Table 12. D-S Gap
53
direct and indirect competitors’ product were considered. These products are
enumerated in the table below together with their corresponding volume and
price. Nú Coco’s price will be set within the price range of the competitors’
The proponents also considered the price of Nú Coco based on the survey
conducted for the study. The figure below illustrates the validity of the
respondent’s ability to purchase the product and their willingness to purchase it.
The respondents, having a disposable income of at least Php 300, are willing to
purchase Nú Coco for the price of Php 50 to Php 70. Given this information, Nú
Coco’s price shall be set lower or within this range in order to fit the customers’
budget.
Yes
No
86.5%
Yes
90.3% No
55
Nú Coco’s price will also be based from the market price of coconut water
and the materials that will be used for its packaging. The price estimates of the
raw ingredients and the materials are illustrated on the table below.
Materials
The price of the raw ingredients and materials are based only on its
current price in the market and does not guarantee its accuracy due to
The pricing strategy will also include the location and cost of the
production plant, equipments, and labour cost. Nú Coco’s plant shall be a rented
space in the NCR while the location shall be chosen based on the location’s
centricity. Considering that the equipments that will be used for the product’s
processing costs millions of pesos and the plant, together with the labour cost will
be based on NCR rate, the price of Nú Coco is estimated to be in the higher price
bracket of coconut beverages. The table below illustrates the estimated price of
Nú Coco.
Target market is the intended group of customers for the given product or
service. Marie & Co. Corporation aims to capture the market aged from 10 to 79
of any gender residing in the cities in the area of the National Capital Region
coconut water. Within this age group, people start to be aware of the health risks
carbonated and high sugar level beverages that they consume. The market of
the product is those who are health conscious and those who wants to avoid the
consumers that usually do their grocery shopping in the supermarkets and those
In the introduction stage of the life cycle, Marie & Co. will be selling the
concentrated coconut water in only one serving size which is 330 milliliters. The
corporation will continue to improve and develop the product to be able to offer
new variants to the current customers and to attract new ones. The product will
be sold in different serving sizes and with different add-ons such as Nata de
Corporation
innovative and has originality. The color yellow shows happy and positive
Figure
Figure 25. Company Logo
59
Product
The brand name Nú Coco yielded the highest votes out of the three
other choices from the survey. It was the most appealing and appropriate
for the product. “Nú” was from the word nutritious, and the word “Coco” is
from coconut. Nú Coco is short for nutritious coconut which says a lot
Packaging
For the packaging of the product, the plastic bottle yielded the
highest votes among all the options. The plastic bottle to be used is a
cleanliness. The font color of the brand name which is green suggests that
the product is natural and healthy. The light green background suggests
that the product is nutritious. The whole image of the product projects a
healthy beverage. The plastic bottle can be reused and recycled. The
FRONT BACK
Corporation Logo
Brand
Name
Nutrition Facts
Ingredients
Bar Code
Supermarkets &
Convenient Stores Customers
Figure 28. The corporation will first distribute its product to the leading
convenience stores (7 eleven & Ministop) in the cities in NCR. The product
selling the product. MARIE & Co. will focus its distribution channels to the
Ministop) to distribute Nú Coco. The sales department has a vital role for
each will be important contributors to the success of MARIE & Co. The
sales representatives must know the product and its features to be able to
62
address all the clients’ inquiries and discuss its benefits to the clients. The
Position Roles
Responsible for planning and
implementing sales, marketing and
product development programs, both
short and long range
General
Identifies marketing
Manager for
opportunities by identifying customer
Marketing and
requirements
Sales
Improves product marketability
and profitability by researching,
identifying and capitalizing on market
opportunities
Directs a team of sales
professionals to set goals, look at data,
motivate and help create marketing
opportunities
Sales Manager Determines ways to streamline
and improve the sales process
Ensures that the decisions and
policies are implemented by the sales
team
Handles affairs to its assigned
supermarket or convenience store’s
head office
Reports its progress to the
Sales Sales Manager
Representative Interests the management of the
retailers to buy and resell the product
Addresses all the clients’
inquiries and discuss its benefits to the
clients
Table 16. Roles and Description of MARIE & Co. Sales Department
63
Facebook Page
Facebook ads, MARIE & Co. can reach the target demand of Nú
Coco with its help. Since the proponents have a specific value of
reach with the advertisement and charge a fixed cost from there.
thousand impressions.
67
Food blogger/vlogger
MARIE & Co. will invite known food bloggers and food
Free Taste
experience the real taste of the product while having the same
nutrient contents with the fresh coconut water and at the same
Promotional Events
2.7.6.3 Partnerships
When In Manila
everything worth knowing about for Filipinos. They get over ten
Year Cost
2020 ₱35,000.00
Table 25. WhenInManila Partnership and Advertisement Cost
72
the product with the help of DOH. DOH issues online articles
nutritious fruit and that more and more people can be more
the Research and Development Team. This team will be in charge of the
standing of the company, and improve its current systems and products.
They are responsible for keeping the company updated in terms of news
hundreds of consumer products and services around the world which can
valid for five years, this can be a guide for the company on how to assess
their market share and their strategic plans for the upcoming years.
Year Subscription
Fee
2022 ₱10,000.00
2023 ₱10,000.00
2024 ₱10,000.00
2025 ₱10,000.00
2026 ₱10,000.00
Table 27. Euromonitor Subscription Fee
74
Magazine Subscriptions
the world of business. Furthermore, it can give new ideas and introduce
Website Registrations
free.
the seller and the consumer and between the seller and supplier. The
77
(BIR) to issue an official receipt for their business activities. Official receipts
place.
78
Year Advertising Packaging cost Marketing Sales Research and Total Marketing
Cost Force Cost Development Cost
2020 ₱266,429.25 ₱119,296,954 ₱1,480,582 ₱59,950.00 ₱121,103,915
2021 ₱310,961.80 ₱119,296,954 ₱1,480,582 ₱32,673.52 ₱121,121,171
2022 ₱422,495.15 ₱119,296,954 ₱1,480,582 ₱12,627.47 ₱121,212,659
2023 ₱176,165.00 ₱119,296,954 ₱1,480,582 ₱10,000.00 ₱120,963,701
2024 ₱214,501.00 ₱119,296,954 ₱1,480,582 ₱10,000.00 ₱121,002,037
2025 ₱256,431.00 ₱119,296,954 ₱1,480,582 ₱121,033,967
2026 ₱302,554.00 ₱119,296,954 ₱1,480,582 ₱121,080,090
2027 ₱334,900.00 ₱119,296,954 ₱1,480,582 ₱121,112,436
2028 ₱408,577.00 ₱119,296,954 ₱1,480,582 ₱121,186,113
2029 ₱472,670.00 ₱119,296,954 ₱1,480,582 ₱121,250,206
Table 32. Total Marketing Cost
80
Physical Properties
drinking bottle with a volume of 330 milliliters. The PET bottles will be
from plastic sticker and will contain the necessary details of the product. It
inches.
Figure 37. Front View of PET Square bottle without Cap (Realistic)
Parts List
Group Name: MARIE & Co.
Product: Nú Coco
Bill of Materials
Group Name: MARIE & Co.
Product: Nú Coco
Prepared by: Marianne Faye J. Bandong, Ezekiela S. Caguing, Francine Marie T. dela
Paz, Maria Alona M. Moncada
Date: November 27, 2018
Part No. Part Name Quantity Material Size (in) Make or Cost per
Buy Unit
(Php)
1 Bottle Cap 1 PET 1.2 Diameter Buy
0.7 Height
0.1 Thickness
2 Bottle 1 PET 0.5 Diameter of Buy 7.75
Opening
6.2 Height
0.1 Thickness
1.5 Width
3 Label 1 Clear 6 Length Buy 10.75
plastic 5.5 Width
sticker
4 Coconut 330 ml Not Not Buy 3.33
Water Applicable Applicable
Table 34. Bill of Materials
87
Assembly Chart
Group Name: MARIE & Co.
Product: Nú Coco
concentrated coconut water that will be transferred into the bottle and sealed
with the bottle cap. The final assembly will be for placing label of the finished
product. The finished product will then undergo a quality check or inspection
APPENDIX A: Tables
Brand 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
name
Sunquick 33.8 33.9 32.9 33.0 32.7 33.0 33.5 33.7 33.4 33.4
SM Bonus 5.6 5.3 4.9 4.8 4.9 5.0 5.1 5.3 5.6 5.6
Others 60.6 60.8 62.2 62.2 62.4 62.0 61.4 61.0 61.1 61.0
Source: Euromonitor International.
Population
Name Status Census
2010
Stratified
Total
Percentage Areas of
Respondents
Distribution
21.74% Quezon City 10
19.57% Manila 9
19.57% Caloocan 9
19.57% Taguig 9
19.57% Pasig 9
Stratified
Total
Percentage Areas of
Respondents
Distribution
8.70% Mandaluyong 4
8.70% Marikina 4
8.70% San Juan 4
8.70% Malabon 4
8.70% Navotas 4
8.70% Valenzuela 4
8.70% Las Piñas 4
8.70% Makati 4
8.70% Muntinlupa 4
8.70% Parañaque 4
6.52% Pasay 3
6.52% Pateros 3
Figure 40. Sampling Design Strategy using Categorical Formula
91
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