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Marketing Plan
Product Description
The main product of Majestic Poultry Farm would be broiler chicken. The company will
engage in contract breeding with San Miguel Foods Corporation (SMFC). In general, contract
farming can be defined as agricultural production carried out according to an agreement
between a buyer and farmers, which establishes conditions for the production and marketing
of a farm product or products. Typically, the farmer agrees to provide agreed quantities of a
specific agricultural product.As defined by the SMFC, contract breeding is an agreement
between SMFI and the Grower for the growing of broiler chicks to produce grown broilers: at
marketable size, at the right volume and at the right time meeting the quality standards at least
possible cost.
In our case, SMFC will provide us with days-old chicks and will buy the grown broiler
chickens. Moreover, building layout and certain equipment will also be provided as part of the
agreement. Certain trainings and other services would also be provided to assist the farmers in
carrying out the operations.
In line with the goals of the SMFC, Majestic Poultry Farm also aims for the best quality of
products in conformance with the contract. Hence, extra care is observed throughout the
production process and the best facilities are employed in order to achieve this goal
Location
Location site for the poultry farm should be a little away from town so that you can have the
land and labor at a cheaper cost. Moreover, the location should not be too far away from the
city because it may cost more transportation.
As provided for in the contract, the agricultural land must be a minimum of one (1) hectare
within an agricultural or agro-industrial zone. It must be at least 1km away from the nearest
residential area or from the nearest poultry/livestock farm and related operation.
With this, the partners plan tosecure a lot at Sto. Niño Ruparan, Digos City, Davao del Sur.
The map below shows the planned location of the business.
Market Area
It can be easily accessed through Sto. Niño Ruparan, Digos City, Davao del Sur.
Main Customers
Naturally, the target market of those who are the end consumer of commercial poultry farm
produce and also those who benefits from the business value chain of the poultry farming and
egg production industry is all encompassing; it is far – reaching.
Every household consumes produce from commercial poultry farms be it chicken or egg. So
also almost all hotels and fast restaurants sell chicken and eggs. In essence a commercial
poultry farmer should be able to sell his or her chicken and eggs to as many people as possible.
In view of that, Majestic Poultry Farm would be engaged in contract breeding with San Miguel
Foods Corporation, hence, its primary customer would be the San Miguel Foods Corporation.
Total Demand and Production
The total demand of poultry consumption per capita from 2006-2025 is presented below.
Figures from 2017 onwards are forecasted. The data are gathered from Statista.com.
The domestic consumption of broiler meat is also presented below. Data is taken from
Indexmundi.com.
Selling Price
The average farmgate price of commercial broiler chicken from October to December 2016-
2018 is presented below.
The selling price of the broilers would be based on the contract price provided for in the
contract.
Sales Forecast
Sales forecast would be based on the planned production since all sales are assured as a result
of contract growing. With the information from the SMFC, the annual sales forecast is
computed based on the number of cycles in a year multiplied by the chicks grown per cycle.
Based on the estimate of SMFC, there are 7.77 cycles in a year. Other studies showed a cycle
of 7.12 while others fixed the cycle into 7. For the purpose of estimating sales, 7 complete
cycles in a year will be used.
Since planned increase in capacity will take place after five (5) years of operations, the sales
are expected to be constant for the first five years of operation. Moreover, it is presumed that
the plant will operate at full capacity. Consequently, the forecasted sales are as follows:
Sales Forecast
(per Unit)
Promotional Measures
Good marketing attracts customers’ attention to the product and services. The promotional
tactics developed by Majestic Poultry farm is contract-breeding or farm-to-
cooperatives/corporation scheme. The company would apply as contract-breeders for San
Miguel Foods Corporation.
Marketing Strategy
The primary marketing strategy that would be applied by Majestic Poultry Farm would be to
apply as contract-growers for San Miguel Foods Corporation. Other important marketing
strategy to be adopted would be developing strong relationships with our main customer.
SECTION II
Production Plan
Production/Operation Process
The resting period is essential to ensure that all germs and disease have died off before
the next batch of chicks are reared.
Following these guidelines it will be possible to complete 7.77 cycles in a 12-month
period.
If production time is lost, the profitability of the venture will suffer.
Fixed Capital Investment
Planned Capacity
The planned capacity of the plant would be based on the minimum requirement of the contract
that is 36,000 bird space. It is assumed that the plant will operate at full capacity.
Future Capacity
The plant capacity is expected to increase by 50% for the next five years of operation.
Terms and Condition of the Contract
I. Application Process
a. Investor's Forum
b. Submission of application form and letter of intent
c. Site Inspection
d. Processing of permits / Submission of requirements
e. Start of Construction
f. Completion of Farm and Dry Run
g. Chick Loading - Start of Farm Operations
a. Definition
b. Farm Site
c. Document Requirements
e. Building Design
g. Financials
Location Requirements. A poultry farm must be located outside urban areas. It must
be located in 25 m. radius from sources of ground and surface drinking water. Medium
and large poultry farms must be at least 1,000 m. away from built-up areas (residential,
commercial, institutional and industrial) while a small scale must be at least 500 m.
away from these areas.
As provided for the approval of the contract, the following location requirements will
also be considered: Within an agricultural zone, At least 1 km away from the nearest
residential area, At least 1 km away from the nearest poultry or hog farm and related
operation, Within 100km radius from the nearest SMFI operated Poultry Processing
Plant, Reliable source of electric power, Adequate source of potable water, All-weather
road leading to and inside the farm, passable to light vehicle, 6 and 10 wheeler trucks.
With this, the planned location, as presented in Section 1, is Sto. Niño Ruparan, Davao
del Sur.
Housing Requirements. If possible, the length of the broiler house should run from
east to west. This prevents direct sunlight from penetrating the side walls of the house,
which could cause heat build-up inside. Ventilation is very important. Allocate at least
1 square foot of floor space per bird. If constructing an open-sided type of housing,
elevate the house about 1.5 m. from the ground. This ensures proper circulation of air
and easier collection of fecal matter underneath the house after each harvest. The
building should be rat proof, bird proof, and cat proof. Trees may be planted on the
sides of the house to provide shade during hot season. These can also serve as protection
from storms or weather disturbances. The roofing should be monitor-type and high
enough to provide better air circulation inside the broiler house. In preparation for the
arrival of the chicks, thoroughly clean the house with the use of a high pressure washer
to remove dust, fecal matter, or any debris inside. Disinfect the house and all equipment
to be used
Raw Materials
Raw materials consist primarily of feeds. In connection the feeds needed would be: booster,
starter, and finisher feeds. Feeding requirements are as follows:
The cost of these feeds based on the prevailing market prices is:
However, these costs will not be followed since the SMFC will provide the feeds as part of the
provisions of the contract. Moreover, a policy of maintaining 20% of next month’s production
requirement would be implemented.
Labor
The primary labor needed for the implementation of this proposal would be the chicken
attendants. The workers will be full-time employed with average wage of 250/day. The salary
of individual employee will vary depending on the educational background, position and
behavior. The senior management will design special rewarding system, training program and
appraisal criteria. Most of the operators will have technical background in order to be able to
perform autonomous equipment maintenance.
Production/Operation Cost
Operating Expenses as estimated by the San Miguel Foods Corporation are as follows:
Operating Expenses
(36,000 Bird Capacity)
Cost/ Unit/
Expense Cycle Costs
Labor PHP 3.12 PHP 112,320.00
Power 3.35 120,600.00
LPG 0.85 30,600.00
Harvest 0.40 14,400.00
Cleaning 0.55 19,800.00
Vitamins/Medication 1.50 54,000.00
Repairs And Maintenance 0.45 16,200.00
Fly Control 0.40 14,400.00
Total Operating Expenses (per Cycle) PHP 10.62 PHP 382,320.00
SECTION III
Organization and Management Plan
Theform of the business would be a general partnership. This type of business is composed of
two or more persons agree to share in all assets, profits and financial and legal liabilities of a
business.
Organization Structure
Majestic Poultry Farm is a general partnership with 15-20 employees on its start up. The
management board consists of the senior management and two (2) managers as follows:
Senior
Management
Administrative
Operation Staff
Staff
Facilities Poultry
Accounting Administrative
management Workers
Business Experience and Qualifications of the Entrepreneur
Activity Duration
Activity March April May June- December
Cost
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 June July Aug. Sept. Oct. Nov. Dec.
Application
7 Weeks 31,000
for Contract
Legal
9 Weeks 56,110
Requirement
Site
8 Weeks 1,175,000
Selection
Poultry
2 Weeks -
Expertise
Construction
15 Weeks 19,214,000
of Production
Majestic Poultry Farm do not intend to welcome any external business partners. Hence, the
partners intend to generate the start-up capital from personal savings, soft loans from family
members and friends, and obtaining a loan from a bank. With this, the financial structure of the
partnership is presented as follows:
Financial Structure
Founders/Owners 50%
Outside Creditors 50%
TOTAL 100%
Source of Loan
Equity Contribution
Management Investment PHP 12,000,000.00
Banks and Lenders
Banks and Lenders 12,000,000.00
TOTAL FINANCING PHP 24,000,000.00
4.3 Security for Loan
20,000,000
Cost (in Pesos)
15,000,000
10,000,000
5,000,000
0
1 2 3 4 5
Year
Non-Current Assets
Land 1,175,000 1,175,000 1,175,000 1,175,000 1,175,000
Production Building 17,350,000 17,350,000 17,350,000 17,350,000 17,350,000
Support Facilities 1,777,000 1,777,000 1,777,000 1,777,000 1,777,000
Water Supply System 453,000 453,000 453,000 453,000 453,000
Waste Water Treatment Facility 160,000 160,000 160,000 160,000 160,000
Tools and Farm Equipment 474,000 474,000 474,000 474,000 474,000
Less: Accumulated Depreciation (760,083) (1,520,167) (2,280,250) (3,040,333) (3,800,417)
Total Noncurrent Assets 20,628,917 19,868,833 19,108,750 18,348,667 17,588,583
TOTAL ASSETS 23,101,173 21,532,402 20,514,412 19,485,551 19,428,790
Partners' Equity
Lao, Capital 6,375,178 6,824,921 7,515,926 8,201,495 9,373,115
Singcolan, Capital 6,375,178 6,824,921 7,515,926 8,201,495 9,373,115
Total Equity 12,750,357 13,649,842 15,031,852 16,402,991 18,746,230
TOTAL LIABILITIES & EQUITY 23,101,173 21,532,402 20,514,412 19,485,551 19,428,790
Proforma Balance Sheet
25,000,000
20,000,000
Amount (in Pesos)
15,000,000
10,000,000
5,000,000
0
1 2 3 4 5
Year
Outstanding
Month Principal Interest Total
Balance
1 200,000.00 88,767.12 288,767.12 11,800,000.00
2 200,000.00 87,287.67 287,287.67 11,600,000.00
3 200,000.00 85,808.22 285,808.22 11,400,000.00
4 200,000.00 84,328.77 284,328.77 11,200,000.00
5 200,000.00 82,849.32 282,849.32 11,000,000.00
6 200,000.00 81,369.86 281,369.86 10,800,000.00
7 200,000.00 79,890.41 279,890.41 10,600,000.00
8 200,000.00 78,410.96 278,410.96 10,400,000.00
9 200,000.00 76,931.51 276,931.51 10,200,000.00
10 200,000.00 75,452.05 275,452.05 10,000,000.00
11 200,000.00 73,972.60 273,972.60 9,800,000.00
12 200,000.00 72,493.15 272,493.15 9,600,000.00
13 200,000.00 71,013.70 271,013.70 9,400,000.00
14 200,000.00 69,534.25 269,534.25 9,200,000.00
15 200,000.00 68,054.79 268,054.79 9,000,000.00
16 200,000.00 66,575.34 266,575.34 8,800,000.00
17 200,000.00 65,095.89 265,095.89 8,600,000.00
18 200,000.00 63,616.44 263,616.44 8,400,000.00
19 200,000.00 62,136.99 262,136.99 8,200,000.00
20 200,000.00 60,657.53 260,657.53 8,000,000.00
21 200,000.00 59,178.08 259,178.08 7,800,000.00
22 200,000.00 57,698.63 257,698.63 7,600,000.00
23 200,000.00 56,219.18 256,219.18 7,400,000.00
24 200,000.00 54,739.73 254,739.73 7,200,000.00
25 200,000.00 53,260.27 253,260.27 7,000,000.00
26 200,000.00 51,780.82 251,780.82 6,800,000.00
27 200,000.00 50,301.37 250,301.37 6,600,000.00
28 200,000.00 48,821.92 248,821.92 6,400,000.00
29 200,000.00 47,342.47 247,342.47 6,200,000.00
30 200,000.00 45,863.01 245,863.01 6,000,000.00
31 200,000.00 44,383.56 244,383.56 5,800,000.00
32 200,000.00 42,904.11 242,904.11 5,600,000.00
33 200,000.00 41,424.66 241,424.66 5,400,000.00
34 200,000.00 39,945.21 239,945.21 5,200,000.00
35 200,000.00 38,465.75 238,465.75 5,000,000.00
36 200,000.00 36,986.30 236,986.30 4,800,000.00
37 200,000.00 35,506.85 235,506.85 4,600,000.00
38 200,000.00 34,027.40 234,027.40 4,400,000.00
39 200,000.00 32,547.95 232,547.95 4,200,000.00
40 200,000.00 31,068.49 231,068.49 4,000,000.00
41 200,000.00 29,589.04 229,589.04 3,800,000.00
42 200,000.00 28,109.59 228,109.59 3,600,000.00
43 200,000.00 26,630.14 226,630.14 3,400,000.00
44 200,000.00 25,150.68 225,150.68 3,200,000.00
45 200,000.00 23,671.23 223,671.23 3,000,000.00
46 200,000.00 22,191.78 222,191.78 2,800,000.00
47 200,000.00 20,712.33 220,712.33 2,600,000.00
48 200,000.00 19,232.88 219,232.88 2,400,000.00
49 200,000.00 17,753.42 217,753.42 2,200,000.00
50 200,000.00 16,273.97 216,273.97 2,000,000.00
51 200,000.00 14,794.52 214,794.52 1,800,000.00
52 200,000.00 13,315.07 213,315.07 1,600,000.00
53 200,000.00 11,835.62 211,835.62 1,400,000.00
54 200,000.00 10,356.16 210,356.16 1,200,000.00
55 200,000.00 8,876.71 208,876.71 1,000,000.00
56 200,000.00 7,397.26 207,397.26 800,000.00
57 200,000.00 5,917.81 205,917.81 600,000.00
58 200,000.00 4,438.36 204,438.36 400,000.00
59 200,000.00 2,958.90 202,958.90 200,000.00
60 200,000.00 1,479.45 201,479.45 0
4.8 Break-even Point
Break-Even Analysis
Return on Investment
Liquidity
Working Capital to Assets Ratio 7.45% 4.56% 3.52% 2.33% 5.96%
Solvency
Debt Ratio 44.81% 36.61% 26.73% 15.82% 3.51%
Equity Ratio 55.19% 63.39% 73.27% 84.18% 96.49%
Debt-to-Equity Ratio 81.18% 57.75% 36.47% 18.79% 3.64%
Profitability
Gross Profit Margin 30.25% 30.25% 32.73% 32.73% 32.73%
Net Profit Margin 5.15% 5.92% 8.43% 9.21% 14.26%
Cash Flow Margin 5.34% 11.55% 15.11% 10.43% 20.94%
Return on Total Assets (ROA) 4.44% 5.42% 8.11% 9.10% -
Asset Management
Asset Turnover 0.83 0.89 0.94 0.99 0.99
Capital Intensity Ratio 1.20 1.12 1.07 1.01 1.01
University of Mindanao Digos College
Roxas Extension, Digos City
Proponents:
Queen Arianne Faith R. Singcolan
PR C. Lao
March 2019