marketing

studies
BY: CLARISSA T. PAYAWAL
BSENTREP. 2-B

ROADSIDE
LUGAW
HOUSE

I. EXECUTIVE SUMMARY
Filipino are fond of warm foods. Example of warm
food is Lugaw. Lugaw is one of the most famous
food in the Philippines. The major ingredients of
Lugaw are rice, water, and salt. When eaten as
plain rice, It is most often served with side dishes.
Additional ingredients such as egg, isaw ng manok,
dugo ng manok, atay balunbalunan, pakpak ng
manok and tokwa. In breakfast or sometimes in
miryenda, This food is not forgotten.

II. COMPANY DESCRIPTION

Roadside Lugaw House is a business that will provide a
healthy food and good services to its customers. This
business is a sole proprietorship. Roadside Lugaw House is
scheduled to begin operations maybe 3 to 4 years after.
This business will targeting the poor to middle income
consumers.
Roadside Lugaw House will be put up at San Francisco
Magalang. This is owned and operated by Clarissa Payawal.
The primary objectives of Roadside Lugaw House over the
next year are to :
Increase sales
Expand the business, 2 to 3 branches .

III. SITUATION ANALYSIS

SCOT ANALYSIS/COMPETITOR ANALYSIS

STRENGTHS
Lugaw is food that famous to all people.

Lugaw is all time favorite food of the

Filipino.
Lugaw is food that fit for all ages.
It is only the Lugaw business in the place
which is in San Francisco Magalang .
It is unlimited.

CHALLENGES
Because my product is unlimited other
customer are abusive.

OPPORTUNITIES
There are no nearby Lugaw stands at the
place (which is in the San Francisco
Magalang).
There are many people who are passing to
the location.

THREATS
There are many Lugaw vendors
in the Magalang plaza .

IV. MARKET-PRODUCT FOCUS

To serve a safe, healthy and delicious food to
the customers.
To maintain the cleanliness in the store.
To make every customers satisfied.
And I'm looking forward in the future that the
Roadside Lugaw House will have a branch.

v. Target markets
Distribution channel
Market
Percentage

Class B
10%

Class C
60%

Class D
30%

DISTRIBUTION CHANNEL
( by age)
Market
Percentage

Ages 5-15
20%

Ages 16-25
40%

Ages 26-35
20%

36-onwards
20%

SURVEY

1. Age ?
Sales

9%

20%

11%

60%

10-15 yrs.

16-25 yrs.

26-35 yrs.

36-onwards

2. Student or Worker ?
Sales

Worker; 31%

Student; 69%

Student

Worker

3. Ano ang madalas mong binibiling pang-almusal o

pang-miryenda narin ?
a. Lugaw

b. Champorado
Sales
Lugaw

Champorado
7%

9%

85%

Sopas

c. Sopas

4. Kung magtatayo ako ng isang Lugawan dito, Sa

tingin mo papatok ba ?
a. Yes

b. No

Percentage

YES
99%

NO
1%

5. Magkano ang iyong allowance per day ?

Students

6. Ano ang iyong economic status ?

Sales
Upper class

Middle class
3%

2%

95%

Lower class

7. Sa anong edad ang bibili nito ?

Sales
5-15 yrs. Old

16-25 yrs. Old

4%

26-35 yrs.old
14%

22%

60%

36-onwards

8. Magkano ang income nyo monthly ?

Sales
30-60,000

11-18,000
3%

25%

72%

3-9,000

vi. Business prospective

4ps

PRODUCTS
LUGAW
Plain
w/ Egg
w/ Isaw ng Manok
w/ Dugo ng Manok
w/ Atay baLunbaLunan
w/ Pakpak ng Manok
w/ Tokwa
Goto
Goto w/ Egg

prices
Lugaw
Plain

P 10.00

w/ Egg

P 15.00

w/ Isaw ng Manok

P 25.00

w/ Dugo ng Manok

P 25.00

w/ Atay baLunbaLunan

P 35.00

w/ Pakpak ng Manok

P 35.00

w/ Tokwa

P 25.00

Goto

P 25.00

Goto w/ Egg

P 35.00

place

promotions
Word of Mouth
Tarpaulin

dIRECT

The Lugaw vendors

in the plaza .

INDIrect

Tapsilogan

Carinderia

VII. FINANCIAL DATA

(SALES REVENUE)

Initial Investment
Capital ---------------------------------- P 50,000
Equipment ---------------------------- P

5,000

Shop Renovation ------------------ P 10,000

Rent -------------------------------------- P

2,500

Advertisement ---------------------- P

1,000

Furniture & Fixtures -----------

6,000

Total :

P 74,500

Daily sales
Product

Price

Production

Cost

Plain

P 10.00

*10

100.00

w/ Egg

P 15.00

*25

375.00

w/ Isaw ng Manok

P 25.00

*20

500.00

w/ Dugo ng Manok

P 25.00

*20

500.00

w/ Atay balunbalunan P 35.00

*15

525.00

w/ Pakpak ng Manok

P 35.00

*10

350.00

w/ Tokwa

P 25.00

*10

250.00

Goto

P 25.00

*15

375.00

Goto w/ Egg

P 35.00

*10

350.00

135

3325.00

Total

Weekly productions
Product

Price

Production

Cost

Plain

P 10.00

10*7 = 70

700.00

w/ Egg

P 15.00

25*7 = 175

2625.00

w/ Isaw ng Manok

P 25.00

20*7 = 140

3500.00

w/ Dugo ng Manok

P 25.00

20*7 = 140

3500.00

w/ Atay balunbalunan

P 35.00

15*7 = 105

3675.00

w/ Pakpak ng Manok

P 35.00

10*7 = 70

2450.00

w/ Tokwa

P 25.00

10*7 = 70

1750.00

Goto

P 25.00

15*7 = 105

2625.00

Goto w/ Egg

P 35.00

10*7 = 70

2450.00

135*7 = 945

23275.00

Total

Yearly sales
Product

Price

Production

Cost

Plain

P 10.00

10*365 = 3650

36,500.00

w/ Egg

P 15.00

25*365 = 9125

136,875.00

w/ Isaw ng Manok

P 25.00

20*365 = 7300

182,500.00

w/ Dugo ng Manok

P 25.00

20*365 = 7300

182,500.00

w/ Atay balunbalunan

P 35.00

15*365 = 5475

191,625.00

w/ Pakpak ng Manok

P 35.00

10*365 = 3650

127,750.00

w/ Tokwa

P 25.00

10*365 = 3650

91,250.00

Goto

P 25.00

15*365 = 5475

136,875.00

Goto w/ Egg

P 35.00

10*365 = 3650

127,750.00

135*365 = 49275

1,213,625.00

Total

Daily

Weekly

Yearly

Gross Income

3,325.00

23,275.00

1,213,625.00

Expenses

1,500.00

10,500.00

547,500.00

Total Income

1,825.00

12,775.00

666,125.00

Every month I will be paying 3,000 PHP for rental and its electricity.

thankyou
for listening