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Chapter I
INTRODUCTION
Vegetables are important protective food and highly beneficial for the
maintenance of health and prevention of diseases. They contain valuable food ingredients
and great sources of vitamins and minerals, which can be successfully utilized to build up
and repair the body. The juices extracted from fresh raw vegetables are highly beneficial
as they furnish all the cells and tissues of the body with the elements and the nutritional
enzymes which they need. It is true that the body can derive these elements from whole
vegetables. But the fresh juices can provide them in the manner in which they can be
most easily digested and assimilated. A vitamin and mineral deficiency can thus be made
much more quickly by drinking fresh juices than by eating raw vegetables.
According to the 6th National Nutrition Survey, the Filipino diet does not get
even close to its recommended daily intake of fruits and vegetables. Based on the
Nutritional Guidelines for Filipinos of the Food and Nutrition Research Institute,
Department of Science and Technology (FNRI-DOST), the recommended daily
consumption of fruits should be 2-3 servings (1 serving = 1 medium sized fruit or 1 slice
of big fruit) while for vegetables it should be 3 servings ( 1 serving = ½ cup cooked).
Also, the fifth message of the Nutritional Guidelines for Filipinos 2000 (NGF 2000)
encourages Filipinos to eat more fruits, vegetables and root crops.( Food and Nutrition
Research Institute of DOST, 2000).
Nowadays, people are seeking for products/goods that are instant due to the fact
that most women are working that they don’t have enough time to prepare foods
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for their family. Processed juices are one of the considerations of most women.
Thus, the idea of extracting juices from three different vegetables such as lettuce,
carrots and spinach came into minds of the proponents of 3V enterprises,
composed mainly of Joanna Karizz Ambita, Carille Mae Sumagui, Jennelyn
Dinglasan, Mary Joyce Rolle and Jay Ffer Alegre. The business concerns mainly
of production and selling of vegetable juices that can serve not only as
refreshment but also as herbal medicine. The business is conceptualized due to the
fact that practically all vegetables make good juices, but some bitter than others.
Vegetable juices soothe jaded nerves and gently carry away toxic matter andaccumulated waste products. They are best taken at least half an hour or more
after meals. They should not be taken before meals or near the same time as fruit
juices. Many common ailments respond favorably to raw vegetable juices.
Statement of the Problem
The purpose of this study is to determine the feasibility of producing and selling
juices out of lettuce, carrots and spinach.
Specifically, this study will seek answers to the following questions:
A. Organization and Management Aspect
1. How will the business be organized?
2. How will the business be managed and operated?
3. What are the experiences and qualifications needed for each position in
the organization?
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4. What are the duties and responsibilities of each member in the
organization?
5. What are the management policies and regulations will be adopted to
operate the business?
B. Marketing Aspect
1. What are the strategies that can be applied to come up with the unique
features/characteristics of the products?
2. What are the pricing strategies that can be used for the proposed products?
3.
What are the promotional strategies that can be implemented to attract thetarget market?
4. How should vegetable juices be distributed?
C. Production/ Technical Aspect
1. What is the production procedures involved in producing vegetable juices?
2.
Who will be the suppliers of working materials?3. What staff is needed and what are the qualifications?
4. What will be the production capacity of the proposed business?
D. Financial Aspect
1. Who are the sources of capital for the proposed business?
2. How much is the total capital requirement needed to start the business?
3. What is the profitability of operating the business in Cavite?
E. Socio-Economic Aspect
1. What will be the proposed business’ social responsibility?
2. What is the economic impact of the proposed business in the society?
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Objectives of the Study
This study will be conducted to evaluate the feasibility of operating a business
engaged in the production of vegetable juices out of lettuce, carrots and spinach.
Specifically, this study aims to:
Organization and Management Aspect
This study will describe the ways/techniques on how the business will be
organized, specifically the organizational structure of the business and the form of
business organization that will be adopted, the experiences and qualifications needed for
each position in the organization, the duties and responsibilities of each member in the
organization and the management policies and regulations that will be practiced.
Marketing Aspect
The proposed business will develop proper marketing programs and implement
marketing strategies to be able to penetrate the target market, as this will also discuss
different product strategies, pricing strategies, promotional activities, and distribution
channels that will be used to reach the target consumers.
Production/ Technical Aspect
This study will describe the processes involved in the production of vegetable
juices out of lettuce, carrots and spinach. This will also determine the sources of materials
needed in production, the staff needed to meet the production requirements, and the
capacity of the business to produce vegetable juices.
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Financial Aspect
This study will identify the sources of capital and the amount of capital required
to start the operation of the proposed business. More importantly, this study will evaluate
the profitability of operating a vegetable juice business out of lettuce, carrots and spinach
in Cavite.
Socio-Economic Aspect
The social responsibility of the proposed business in terms of helping different
sectors in the community and the economic benefits that will be gained by our society
will be presented in this study.
Significance of the Study
One of the most promising business ventures today is the food sector and those
that can offer health benefits to consumers. It is for this reason that this study will be
conducted, that is, to develop vegetable juices made primarily from lettuce, carrots and
spinach. Valuable information could be provided to would-be entrepreneurs who wish to
engage in the food business. People who find this study a potential business could use the
information contained in this study. In this study, entrepreneurs could find new ways of
making juices using vegetables with high nutrient contents.
Scope and Limitation of the Study
The business will be engaged in the production and selling of vegetable juices
made from lettuce, carrots and spinach. The actual business launching will commence on
March 2010. The products will be initially distributed to target consumers in selected
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upland areas of Cavite, namely: Dasmarinas, Bacoor, Trece Martires City, GMA and
Imus. Once the market is established, the products will be marketed to vendors in other
areas of Cavite.
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Chapter II
EXECUTIVE SUMMARY
2.1. HIGHLIGHTS
2.1.1. PROJECT BACKGROUND
Name of Proposed Project: 3V Enterprises
Nature of Business: Manufacturing of Vegetable Juice (VegeTrio)
Type of Business Organization: Sole ProprietorshipLocation of Project: Brgy. Fatima, Dasmarinas, Cavite
Proponents: Joanna Karizz M. Ambita
Carille Mae Sumagui
Jennelyn Dinglasan
Mary Joyce Rolle
Jay Ffer Alegre
2.1.2. ORGANIZATION AND MANAGEMENT FEASIBILITY SUMMARY
The organizational structure that will be adopted will reflect the different
responsibilities and obligations of each personnel. 3V Enterprises will adopt
different principles which will serve as part of management policies and
regulations.
2.1.3. MARKETING FEASIBILITY SUMMARY
The target market of the proposed project will be the prospective consumers in
Dasmarinas, Cavite because it is the most populated town in Cavite. It will also target the
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neighboring towns such as Imus, Bacoor, Trece Martirez, and GMA. The proposed
business will adopt direct marketing channel or zero level channel in distributing the
products and also utilize the use of middlemen, if necessary. To catch market, the
products will be promoted using advertising tools such as leaflets and tarpaulins. Giving
of samples will also be implemented. Cost-based pricing strategy and mark-ups will be
used to determine the price of the product.
2.1.4. PRODUCTION/TECHNICAL FEASIBILITY SUMMARY
3V Enterprises will utilize the best processes of making juice based on the
standard processes adopted by leading manufacturers of juices in the Philippines.
Choosing the best suppliers of vegetables, as their raw materials, and being efficient
and effective in producing the products will also be practiced.
The manufacturing site of 3V Enterprises will be at Brgy. Fatima, Dasmariñas,
Cavite. This was chosen because of its low rental fee and accessibility to prospective
market.
2.1.5. FINANCING AND FINANCIAL FEASIBILITY SUMMARY
The proposed business will initially start its operation with a minimum capital of
Php2,224, 666.10 that can be recovered within three years.
2.1.6. SOCIO ECONOMIC FEASIBILITY SUMMARY
Every business endeavors require a lot of considerations, not only its ultimate
goal which is to gain profit but also its moral obligations and social responsibility. The
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business owner must always bear in mind these important aspects to be able to reach the
top. The proposed business will help generate employment.
2.2. CONCLUSION TO FEASIBILITY
The proponents concluded that establishing 3V Enterprises in Bgy.
Fatima, Dasmarinas, Cavite, with Vege Trio as their product, is feasible because
of the size of population, which will serve as their prospective market/buyers. The
fact that the business can also cater to the needs of the prospective market in its
neighboring towns, contribute to the viability of the business.
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Chapter III
THE PROJECT BACKGROUND
3.1 Project Proposition
3.1.1. Project Proponents
The business proponents will be composed of five marketing management
students, namely: Joanna Karizz M. Ambita, Carillle Mae Sumagui, Jay Efer V. Alegre,
Jennelyn Dinglasan and Joyce Rolle. Table 1 shows the of the proponents, their
nationality and addresses.
Table 1. The proponents, 3V Enterprises
NAME NATIONALITY ADDRESS
Joanna Karizz M. Ambita Filipino Silang, Cavite
Carille Mae Sumagui Filipino Amadeo, CaviteJay Ffer V. Alegre Filipino Tagaytay City, Cavite
Jennelyn Dinglasan Filipino Mendez, Cavite
Joyce Rolle Filipino Imus, Cavite
3.1.2. Registration and Acquisition of Licenses
The business will make use of the basic requirements of any business enterprise
before the start of the operation. First, the proponents will seek approval from Bgy.
Fatima Dasmarinas, Cavite. Second, to secure Tax Identification Number (TIN) from the
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Bureau of Internal Revenue (BIR) District Office in Dasmarinas, Cavite, then the
registration with the Department of Trade and Industry (DTI) for Business Name
Certificate will be followed. The application for business permit and license from
Dasmarinas, Cavite will be followed immediately and get sector specific clearance from
the Bureau of Food and Drugs (BFAD). The proponents will then register with the
Bureau of internal Revenue (BIR) District Office for Authority to Print Invoice and Book
of Journal. Registration of the business with the following offices for compliance and to
foster good employer-employee relationships, incentives and benefits, and social
responsibility, and environment responsibilities: Social Security System (SSS);Department of Labor and Employment (DOLE); Philhealth; PAG-IBIG; Department of
Environment and Natural Resources (DENR) will also be done.
3.1.3. Sources of Capital
The financing scheme of the proposed business will be based on the amount that
the owners will invest. Joanna Karizz M. Ambita will invest Php2,224,666 which will
come from her own savings.
3.2 Proposed name of the Business
Business name is one of the most essential parts of every business. The major
attraction of every business lies on its name as it will bring the consumers enough recall
and identification. Choosing a business name surely requires a comprehensive analysis to
be able to come up with a precise one. When choosing a business name, there are two
things to consider; the business name’s marketing potential and its legal elements.
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The proposed name of the business is “3V Enterprises”. The name was derived
from three kinds of vegetables which will be used in producing vegetable juices, wherein
“3” stands for lettuce, carrots and spinach, while “V” stands for vegetables. The word
“enterprise”, of course, reflects that it is a business, that it involves business operations ,
and that its aim is to gain profit and to perform its moral obligations and responsibility.
3.3. TYPE OF BUSINESS ORGANIZAT ION
The business will be operated solely by Joanna Karizz M. Ambita, who will be
the owner of the proposed business; hence, sole proprietorship will be the type of
business organization of the proposed project. The advantages of this type of business
organization are mainly the reasons of its existence. The main advantages of a sole
proprietorship are that they are easy to start up, they are subject to fewer regulations
relative to other types of businesses, the owner has full autonomy with regard to business
decisions, and they are easy to discontinue. Another advantage is that one takes all the
profits of the business. This is the main reason that most businesses are of this type. A
sole proprietorship is not a corporation; it does not pay corporate taxes, but rather the
person who organized the business pays self employment taxes on the profits made,
making tax filing much simpler. A sole proprietorship also does not have to be concerned
with double taxation, as a corporate entity would. A sole proprietor usually has a quick
decision process and doesn't have any opposition when making a decision as he or she
has total control of his business. All profits and losses accrue to the owner. The owner
does not have the tension regarding conflicts among the partners as there are no partners.
Also it's easy to set up, with having little paper work to fill in and little money spent on
setting up, this is one of the easiest types of business to start.
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2.4 LOCATION OF THE BUSINESS
The “3V Enterprises” will be located at Brgy. Fatima, Dasmarińas, Cavite. The
location was chosen because of its accessibility. There will be no direct competitors
wherein the project will be based. Even though there are convenience and sari-sari stores
in the place, still the project will be the only one that will be engaged in the production
and marketing of vegetable juices, wherein some of the stores will serve as their target
market. At the same time, choosing the location is also due to the lower rental fee.
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CHAPTER 4
ORGANIZATION AND MANAGEMENT
4.1. Organizational Structure
The company will adopt a Line and Staff Structure – though line structure is
suitable for most organizations, especially small ones, it is not effective for larger
companies. This is where the line and staff organizational structure comes into play.
Line and structure combines the line structure where information and approvals come
from top to bottom, with staff departments for support and specialization. Line and
staff organizational structures are more centralized. Managers of line and staff have
authority over their subordinates, but staff managers have no authority over line
managers and their subordinates. The decision making process becomes slower in this
type of organizational structure because of the layers and guidelines that are typical to
it and the formality involved.
Figure 1 shows the organizational structure of the proposed business.
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The proposed business will be managed by its owner and the other managerial
functions will be divided according to expertise/specialization of its employees.
4.1.2. JOB DESCRIPTIONS, SPECIFICATIONS AND QUALIFICATIONS
The general manager will be Joanna Karizz M. Ambita, who will be at the same
time the owner of the business. The qualifications and responsibilities will be as follows:
Qualifications
Preferably a degree in Business Management or equivalent level of experience.
Skills and Experience
A minimum of 5 years business experience. Demonstrable record of success at a senior level within a general management role in acomparable organization, preferably including the management of conservation and technical staff.
OWNER/MANAGER
FINANCEMANAGER
PROD'N/HRMANAGER
3 WORKERS
HUMAN RESOURCE
MANAGER
MARKETINGMANAGER
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Wide commercial experience, preferably in the voluntary sector includingfinance, business management, human resources and IT. Proven ITcompetence in financial packages i.e. Sage
Strong interpersonal skills, with the ability to manage and develop staff
creating good team work.
Ability to develop, implement, manage and monitor effective business andfinancial systems and procedures
Experience and understanding of human resource practices, policies andprocedures
Previous experience of Health and Safety policies, procedures andpractices
Personal Characteristics
An enthusiastic leader with a demonstrative personality, conduct andcredibility to set, maintain and exceed consistent high quality standardscommensurate with organizational expectations.
Sound analytical and computer skills
An ability to communicate at all levels
Target driven - with the ability to work to, and set, timely performancegoals/targets and clear objectives
A strategic thinker
A motivational and supportive management style
An excellent communicator
An experienced networker
An interest in, and empathy with, farming, the environment andconservation
Strong individualist and decision maker with high determination tosucceed
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Sense of humor
A current driving license
Duties and Responsibilities:
o Manage and coordinate work of the process managers working under theGM.
o Devise and plan company policies, and discus them with the topmanagement for final approval.
o Develops guidelines of operation for certain processes, which are directlyunder his authority.
o Devise and set up an annual budget and fiscal plan, and present it beforethe board of directors.
o Prepare elaborate reports of the functioning and all the company
departments, and submit the reports to the top management for practiceperformance review.
o Travel on a national and international level to visit potential clients anddiscuss business with them.
o Play an important part in recruiting and training process managers underhim.
o Impart training to new practice managers regarding how to increaseemployee performance.
o Discuss the plans and marketing strategies with sales managers to increasethe company profits.
o Make sure that all departments and practices are working as anticipated by
the company's annual plan.o Determine staffing requirements, and interview, hire and train new
employees, or oversee those personnel processes.
The finance manager will be Carille Sumagui. The qualifications andresponsibilities will be as follows:
Qualifications:
o Bachelor's degree in business related courses + 2 years experience in
business or closely related field.o Degree holder or professional accountancy qualification and CPAo Minimum 5 years commercial experienceo 2 years of external audit experienceo Good communication skillo High degree of integrity and initiativeo At least two years of related experience in managerial position
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o Cost control/reduction/management background.
o Ability to calculate figures and amounts such as discounts, interest,proportions, percentages, area, circumference, and volume. Ability toapply financial ratios and calculation in order to make assessments and
projections.
Duties and Responsibilities:
o Full spectrum of financial functions including closing and review of monthlyaccounts
o External relations - bankers, auditors o Internal relations - team members, restaurant managers & head office staff o Statutory accounts & audit compliance o Supervision of direct reports o
Hands on in operation and strong in business acumen o Internal Control compliance and improvement including documentation of
SOP o Cash flow management o Preparation of budget and operations review o Full spectrum of human resource and administration function o Other duties and ad-hoc project assignment
The Marketing Manager will be Joyce Rolle . The qualifications andresponsibilities will be as follows:
Qualifications:
o 5 years of progressively more responsible positions in marketing,preferably in a similar industry in two different firms.
o Experience supervising and managing a professional staff. o Bachelors Degree in Marketing or a related field required. o Strong effective communicator. o Highly developed, demonstrated teamwork skills. o Ability to coordinate the efforts of a large team of diverse creative
employees. o Demonstrated ability to increase productivity and continuously improve
methods, approaches, and departmental contribution. o Commitment to continuous learning. o Expert in Internet and social media strategy with a demonstrated track
record. o Demonstrated effectiveness in holding conversations with customers,
customer evangelism, and customer-focused product development andoutreach.
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o Demonstrated ability to see the big picture and provide useful advice andinput across the company.
o Ability to lead in an environment of constant change. o Experience working in a flexible, employee empowering work
environment. Structured or large company experience will not work here. o
Familiarity and skill with the tools of the trade in marketing including PR,written communication, website development, market research, productpackaging, Microsoft software suite of products, visual communicationsoftware products, and creative services.
o Experience managing external PR and communication consulting firmsand contractors.
o Experience in the global marketplace is a plus.
Duties and Responsibilities:
o Research and evaluate new product opportunities, demand for potentialproducts, and customer needs and insights.
o Develop overall marketing strategy and execution of plans for the existingproducts.
o Work with product development teams to manage new product development.o Manage launch campaigns for new products.o Manage distribution channels for products.o Ensure effective, branded marketing communications including the company
website, print communication, and advertising.o Manage media and marketing staff and external PR agencies.o Analyze the effectiveness of all marketing efforts.
The production manager will be Jennelyn Dinglasan . The qualificationsand responsibilities will be as follows:
Qualifications:
o Bachelor's degree in business/marketing related courses + 2 yearsexperience in business or closely related field.
o At least two years of related experience in managerial positiono Motivator with excellent leadership / team building skillso Excellent communicatoro
Excellent organizational skillso System optimization skills with good strategic business awarenesso Able to drive changeo Problem solving skills and positive "can do" attitudeo Good ICT skills
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Duties and Responsibilities:
o oversee the production process, drawing up a production schedule;o ensure that the production is cost effective;o make sure that products are produced on time and are of good quality;o work out the human and material resources needed;o draft a timescale for the job;o estimate costs and setting the quality standards;o monitor the production processes and adjusting schedules as needed;o be responsible for the selection and maintenance of equipment;o monitor product standards and implementing quality-control programs;o liaise among different departments, e.g. suppliers, managers;o work with managers to implement the company's policies and goals;o ensure that health and safety guidelines are followed;o supervise and motivate a team of workers;o review the performance of subordinates;o identify training needs.
Jay Ffer Alegre will be the Human Resource Manager, whosequalifications and responsibilities will be as follows:
Qualifications:
o Bachelor’s Degree in a HR or a related field
o at least six years direct experience including supervision. o Experience with HR start-upso Experience with Compensation Development and Implementationo Experience with Performance Management Toolso Proficiency in all Microsoft Office application is desired.
Duties and Responsibilities:
o Selects and assigns staff, ensuring equal employment opportunity in hiringand promotion.
o Coordinates activities by scheduling work assignments, setting priorities,and directing the work of subordinate employees.
o Evaluates and verifies employee performance through the review of completed work assignments and work techniques.o Identifies staff development and training needs and ensures that training is
obtained.o Ensures proper labor relations and conditions of employment are
maintained.o Maintains records, prepares reports, and composes correspondence
relative to the work.
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o Completes necessary performance assessments of subordinate staff.o Supervises and participates in such activities as the classification of
positions, preparation of class specifications, job analyses, and preparationof examinations, evaluation of applicants, research, test validation,compensation studies, labor relations, recruitment, and manpower
forecasting.o Directs the development or selection of training materials such as traininghandbooks, demonstration models, multimedia visual aids, referenceworks, etc.
It is assumed that the business will hire additional two (2) workers every two
years to sustain the production capacity and to provide the demand of its market.
4.2. MANAGEMENT PROPOSAL
4.2.1 Vision
People: Be an enormous place to work where employees will be inspired and be
at their best.
Partners: Foster a winning network among customers and suppliers.
Community: Be a responsible citizen and promotes social responsibility and
moral obligations.
Profit: Maximize long-term return while being mindful of our overall duties and
obligations.
Productivity: Be a fast-moving organization.
4.2.2. Mission
Our Roadmap starts with our mission, which is lasting. It declares our purpose as
a company and serves as customary.
To make people satisfied and healthy through our products...
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To create value and make difference.
4.3. COMPANY POLICIES
The management of the proposed business shall be under the provisions of the
owner being the general manager also. However, different principles will be appliedwhich will also serve as the business policies. These will be as follows:
o Division of work. Specialization increases output by making employeesmore efficient.
o Authority. Managers must be able to give orders. Authority gives themthis right. Note that responsibility arises wherever authority is exercised.
o Discipline. Employees must obey and respect the rules that govern theorganization. Good discipline is the result of effective leadership, a clearunderstanding between management and workers regarding the
organization's rules, and the judicious use of penalties for infractions of the rules.o Unity of command. Every employee should receive orders from only one
superior.o Unity of direction. Each group of organizational activities that have the
same objective should be directed by one manager using one plan.o Centralization. Centralization refers to the degree to which subordinates
are involved in decision making. Whether decision making is centralized(to management) or decentralized (to subordinates) is a question of properproportion. The task is to find the optimum degree of centralization foreach situation.
o Scalar chain. The line of authority from top management to the lowestranks represents the scalar chain. Communications should follow thischain. However, if following the chain creates delays, cross-communications can be allowed if agreed to by all parties and superiorsare kept informed.
o Order. People and materials should be in the right place at the right time.o Equity. Managers should be kind and fair to their subordinates.o Stability of tenure of personnel. High employee turnover is inefficient.
Management should provide orderly personnel planning and ensure thatreplacements are available to fill vacancies.
o Initiative. Employees who are allowed to originate and carry out plans willexert high levels of effort.
o Esprit de corps or synergy. Promoting team spirit will build harmony andunity within the organization.
Policies are important in any business enterprise which will serve as guide
and basis to effectively operate the company. This will also serve as
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communication tools to let the employees know about the rules and regulations of
the company.
4.3.1. Policies on Hiring
The proposed business will recruit and employ workers on the basis of
their qualifications and all applicants must submit completely all the
requirements such as Police Clearance, NBI Clearance, and copy of Birth
Certificate, high School / College Diploma /and Medical Certificates.
4.3.2. Policies on Health
The management of the 3V Enterprise will be responsible for the financialand medical needs of the employees in case they get sick. Regular employees are
automatically entitled to Phil Health.
4.3.3. Security Measures
The location of the business 3V is safe to every customer and also to the
employees but it is required to hired guard in order to maintain the safety of
customers and employees and they are in charge in monitoring all the people
entering the store.
4.3.4. Policies Hours and Days of Work
The store business hours are from 8:00 AM to 5:00 PM Monday to
Saturday. Employees are inclusive of one hour for lunch period and eight (8)
working hours.
4.3.5. Work Schedule
All employees will work eight (8) hours a day and six (6) days a week.
Starting 7:00 AM to 4:00 PM. Employees will be provided one hour break for
lunch and 15- minutes coffee break in the morning and afternoon.
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4.3.6. Overtime Work
Overtime work shall be allowed if needed. Employees who rendered
overtime shall receive overtime pay.
4.3.7. OTHER BENEFITS
4.3.7.1. Medical Benefits
Medical Assistance will be implemented and can be enjoyed by all employees.
4.3.7.2. Recreational Activities
These include activities such as sports activities, exercise activities,
Christmas party. These are for the employees’ benefits to develop their self
confidence, loyalty and cooperation to everyone and also to boost their morale.
4.3.7.3. Seminars/ Trainings
Seminars will be conducted for the employees to understand the relevance
of workers’ contribution to the organization. Trainings will also help them learn
new skills and become a valued asset in the organization.
4.3.7.4 Incentives/ Giveaway
Employees are entitled to incentives/giveaways as motivation.
• Health care Benefits, including SSS, Phil health, retirement
plans.
• Health Life Insurance, Life Insurance, Disability Insurance,
Vacation employees, Stock ownership plans.
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CHAPTER 5
MARKETING FEASIBILITY
Marketing is very crucial in every businesses, it makes the business profitable.
Through this, there will be more customers that may encourage visiting the business, not
only to buy and patronize the products but also to invest and be part of the business
3V Enterprises will use different marketing strategies from product development
stage, pricing, promoting and distributing the products. Highlights of the promotional
strategies will include word of mouth, referrals, some traditional advertisements such as
flyers, brochures and tarpaulins, and E Media such as webpage/site.
5.1 MARKET DESCRIPTION
Dasmariñas, Cavite is known as the melting pot of Cavite. It is the 11 th largest
city in the Philippines and has 559,330 size of population. The municipality is also
known as one of the fastest growing municipalities in the province of Cavite and has
numerous commercial establishments. Hence, establishing a business enterprise in this
area is viable and has a large tendency to be profitable.
Final Consumers
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The potential target markets for vegetable juices are the final consumers
located in Dasmarinas, Imus, Bacoor, Trece Martirez, and GMA. However,
middlemen will also act as distributors of product to reach the end users. The
end-users of the products are fond of drinking instant juices, usually belonging to
low and middle income families. Specifically, the target consumers are those who
prefer their juices without artificial flavorings.
A number of benefits will be gained by the customers and end-users. The
affordability of the product when compared to other juices in the market is the one of the
strategies to enter the industry. The special characteristic/feature of the product which is
to prevent hair loss is one of the major attractions in the product. This will bring more
profit to customers and savings for the end-users. The most important benefit of the
product is the health benefit that could be attained by its end-users since vegetable juice
nutritious. End-users who are health-conscious and who have health problems relating to
hair loss, and the vegetarians, and the overweight people which limit or prevent them
from drinking soft drinks will have a healthy alternative to other juices in the market. The
proposed business will be located at Dasmariñas, Cavite. That after conducting survey,
the business found out that 79% of the total population suffers from hair loss, in which
45% are male and 34% are female. That from ages 18-60, people here are looking for
medicines that will prevent them from hair loss.
Business-to-business Market
The proposed business, 3V Enterprises belongs to the food processing
industry. The initial targeted geographical areas for the proposed business include
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Dasmarinas, Imus, Bacoor, Trece Martires, and GMA. The
middlemen/vendors/retailers of juices are the target market for vegetable juices.
5.2. DEMAND
The target areas, being highly populated and consisting not only of residential but
also commercial areas with schools/universities, major government offices, private
establishments, malls and factories among others, the demand for the product is expected
to be high. Total demand per year is pegged at 1,634,538 bottles per year of Vege Trio;
this is equivalent to about 4 percent of the estimated market share which is about
65,381.52 bottles/year. When converted to daily production rate, the maximum
production per day will be 272.42 bottles per day.
5.3. SUPPLY
The raw materials needed by the business will be bought at Dasmarinas Public
Market located at . The market was open every
. The ingredients that will be used are carrots, spinach and lettuce. On days when
the market is closed, the proponents will purchase their raw materials in Tagaytay City.
5.4. DEMAND-SUPPLY ANALYSIS
Target
Area
Pop. Of
Market
Ave. Products
Sold/Yr
Demand for
Products
Demand for
Products
Total
Demand
Vendors
per day (.05% of
Pop.)
per year (.05% of
Pop.) per Year
Dasmarina
s 78 66288 2,781.65 667,596.00 601,308.00
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GMA 40 5136 683.07 163,935.60 158,799.60
Imus 66 22320 1,265.79 303,789.60 281,469.60
Bacoor 70 40416 2,205.99 529,436.40 489,020.40
Trece 28 4272 450.89 108,212.40 103,940.40
Total 138432 7,387.38 1,772,970.00
1,634,538.0
0
The estimated market share for 3V Enterprise can be calculated as follows:
Total Demand per Year = 1,634,538 bottles per year
Estimated share = 4% which is equivalent for 65,381.52
bottles/year
When converted to daily production rate, the maximum production per day willbe 272.42 bottles per day
5.5. General Marketing Practices
The marketing mix is the set of marketing tools that 3V Enterprises will use to
pursue its marketing objectives in the target market. 3V Enterprises will use different
advertising tools during its opening day to attract prospective consumers.
5.5.1Product
Vegetable juice will be offered to target customers in bottles.
The vegetable juice will be packaged in bottles with sealed cover. The
packaging will have an attractive sticker label which contains the logo
of the company, campaign slogan, nutritional content, and other
product features.
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Despite the rapid success of beverages throughout the world, it
had been condemned because of the serious nutritional and cultural
questions regarding the material used to produce juices. This will bring
an added value to vegetable juice because, as a vegetable, the product
will be a healthy substitute to soft drinks plus the fact that it will be
offered at a much lower price than soft drinks.
5.5.2. Place
The product will be initially distributed to end users and market
vendors in Dasmarinas, Imus, Bacoor, Trece Martirez, and GMA.
Upland Cavite will be the recipient of greater bulk of the product.
As the location of the business is situated geographically near
the target market, the finished products can be easily transported to the
neighboring areas.
5.5.3. Promotion
A critical marketing mix tool is promotion. This includes the
various activities the company undertakes to make the product attractive,
hence stimulate the interest of the consumers, and persuade them to buy
the products.
5.5.3.1. Advertising
The proposed business will be adopting different promotional
techniques to attract prospective buyers. One of these techniques will be
“word-of-mouth”, which is considered as effective yet cheapest tool of
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promotion. There will be no costs incurred in this type of promotion, only
the consumers must have positive feedback on the products.
The proposed business will also be utilizing flyers, brochures and tarpaulins aspart of their promotional tools. Flyers are inexpensive to produce and are regarded as a
very effective form of direct marketing. Their widespread use intensified with the spread
of desktop publishing systems. Recently, fly posting (pasting flyers to walls) has been
banned in many places, causing concern among media activists and ordinary citizens.
However, citizens concerned with the appearance of urban neighborhoods support the
ban. In this case, flyers will be given away personally by the proponents of the business
to prospective buyers. The brochure (also referred to as a pamphlet) that will be used by
the proposed business is a type of leaflet. These will be placed at places that prospective
buyers frequently visit, or other points of interest of target market. The brochure style that
will be used will be the bi-fold (a single sheet printed on both sides and folded into
halves) single sheet brochures. Tarpaulins will also be used, since this may gain attention
of prospective buyers.
5.6. PROPOSED MARKETING PROGRAM
3V Enterprises will be known through the different strategies that the business
will use. Different promotional techniques will highlight the marketing programs. The
business assumed that after two years they will participate in some business displays and
will use newspaper and other journals to promote the products and the company as well.
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Product Uniqueness
3V Enterprises will be the first business enterprise in the Philippines that will
produce vegetable juice. In general, vegetable juices are recommended as supplements to
whole vegetables, rather than as a replacement. However, the actual nutritional value of
juices versus whole vegetables is still contested. Studies showed that 3/4 cup of 100%
vegetable juice is equivalent to one serving of vegetables. This is upheld by a recent
study, which found that juices provide the same health benefits as whole vegetables in
terms of reducing risks of cardiovascular disease and cancer. Another study has found
that drinking vegetable juice reduces risks of Alzheimer's disease by 76%.
Many popular vegetable juices, particularly lettuce, carrots and spinach, are high
in sodium, and therefore consumption of them for health must be carefully considered.
The marketing slogan of “ ”
conveys the social responsibility of the company to its consumers and distributors and amove to build the company’s general image to the community. This message will be
consistently communicated in the products’ packaging and promotional materials that
will be utilized by the company.
Pricing
In setting the price of the product, the proponents will adopt the cost-based
pricing strategy, wherein all the costs incurred in producing the products will be
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considered. The production cost of the product will be computed based on the initial cost
of the product and the packaging cost. The production cost per unit will be PhP18.00.
Mark-up cost of the products will be determined after production cost has been
computed therefore, proposed price of the products will be PhP27.00 with a markup of
50%.
The proponents will also use the competitor-based pricing strategy, wherein the
proponents will consider the prices of the competitors. This was the reason why the
selling price of the product is much lower considering the mark-up of 50%.
5.6.1. CHANNELS OF DISTRIBUTION
The proposed business will use two different types of channel of distribution to reach the
final consumers or end-users. The distribution of products will be from manufacturer to
Final
Consumer
Manufacturer
Retailer
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retailer to final consumer (one-level channel) and manufacturer to final consumer (zero-
level channel).
The proposed business will buy a second hand L300 that will be used in
delivering the juices to its client in other places.
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CHAPTER 6
PRODUCTION FEASIBILITY SUMMARY
6.1 PRODUCT
Although the actual nutritional benefits of vegetable juice are contested, a recent
study found that drinking vegetable juice daily significantly increased drinkers' chances
of meeting the daily recommended number of vegetable servings. Having an easy source
of vegetables encouraged drinkers to incorporate more vegetables into their diets.
However, nutrition contents of the product are shown below:
Nutrition Data
Table ____ shows the product features/characteristics.
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PRODUCT CHARACTERISTICS
Vegi Trio Size: 235 ml
Color: orange
Appearance:
6.2 PRODUCTION PROCESS
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Figure : Production Process of VegeTrio Juice
Weighing of vegetables
Preparation of Raw Materials
Weighing of Vegetables
Washing
Peeling of Carrots
Extracting
Straining
Mixing
Heating
Include Preservatives
Cooling
Filling
Bottling
Capping
Quality Control
Putting of Expiration Date
Packaging
Labeling
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Washing of vegetables that includes the peeling of the carrots
Extracting of vegetables using their own extractors
Straining of each vegetables
Mixing of extracted juices including the adding of water, sugar, sodium
bensuate and xantham gum as the preservative
Heating of mixed juice for the chemicals to combine with the juice
Transferring of juice into cold place
The juice will be put into Filling machine
Bottling
Capping which includes the Quality control of the product
Packaging
Labeling
6.3 MATERIAL HANDLING DESIGN
Material handling design is the art and science of moving, packing and storing
of substances in any form. It is the art and science of conveying, elevating,
positioning, transporting, packaging and storing of materials. Materials handling
creates time and place utility. It is responsible for the movement and storage of
material at the lowest possible cost through the use of proper methods and
equipments. It also saves money, time and place. In effect, materials handling is
important to manufacturing operations.For Vege Trio, the materials manufactured will be unloaded, moved through
inspections and production operations to stores and finally to the shipping
department. These movements do not add value to the product but they do add value
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to the cost. The material handling system of the project matches the plant layout to
enhance effectiveness of each other. The efficient operation of appropriate material
handling methods adopted by the proponents for this project aimed to reduce costs
and enable maximum capabilities to be derived from a given production facility.
6.4. TECHNOLOGICAL ASSISTANT
The proposed business will employ a Nutritionist and a Chemist. The nutritionist
will handle raw materials selection and procurement. She will also make sure that the
product has the necessary nutrients prescribed for bottled juices, as required by the Food
and Drug Administration. An on-call Chemist will also be employed to make sure that
the formulation of the juice will remain as it is all throughout production. He will
likewise be the one in charge of determining and formulating the raw materials to extend
the shelf-life of the product.
6.5. PROJECT SITE
The manufacturing site of 3V Enterprises will be at Brgy. Fatima, Dasmariñas,
Cavite. This was chosen because of the low rental fee and accessibility to prospective
markets.
6.6. PROJECT LAYOUT
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6.7. PLANT SIZE AND PRODUCTION SCHEDULE
The manufacturing plant measuring 500 square meters consists of two floors; the
first floor is allotted for production will house the following: washing area, spinach,
carrots and lettuce storage area, calamansi storage area, refrigerator, maintenance room,
locker room, receiving area, lobby, showroom, chemical storage room, bottle storage
room, finished product storage room, weighing area, generator room, cooking area,
mixing area, centrifuge area, labeling area, capping area, bottling area, cooling area and
pumping/filling area, ; the second floor will house the managerial and administrative
offices, namely: manager office and conference room. Production schedule will be six (6)days a week at eight (8) hours a day.
6.8. BUILDING AND FACILITIES
The building is made of concrete consisting of two floors. The first floor houses
the production facilities and the second floor, administrative office and storage room. The
top floor is made of concrete roofing where the water tank and air-conditioning unit are
installed. The front and sides of the building is allotted for parking space.
Administrative offices at the second floor are fully air-conditioned while the first
floor has centralized air-conditioning system.
6.9. FLOOR PLAN
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The main entrance is located at the right side of the building. Upon entering the
building, the lobby is located at the right while the show room is at the left side. The main
area is consisting of cooking area which is adjacent to the cooling area; the mixing area
adjacent to the filling area, and the centrifuge area across the bottling area.
The rest of the facilities are located at the sides of the building, these include: on
the left side, the finished product storage room, bottling area and chemical storage room;
on the right side, the spinach, carrots and lettuce storage area, washing area, , calamansi
storage area, maintenance room, and refrigerator. On the opposite sides of the main
entrance, generator room, weighing area, and fire exit is located.
6.10 MACHINERIES & EQUIPMENTS
6.10.1. Machines
1. Weighing Machine
2. Vegetables Washing Machine
3. Vegetables Extractors4. Centrifuge
5. Tumbler (Mixer)
6. Pumping Machine
7. Filling Machine
8. Compressor
9. Capping Machine
10. Expiration date Machine
11. Storage Tank
12. Reverse Osmosis
6.10.2. Equipment
1. Fire Extinguisher
2. Exhaust Fan
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3. Casserole
4. GAs Stove
5. Gas Tank (LPG)
6. Generator
7. Pail
8. Strainer
9. Measuring Bowl
10. Refrigerator
11. Push Cart
12. Knife
13. Vegetable Basket
14. Jars15. Funnel
6.10.3. Machines Description
Vegetable washing machine – the machine is suitable for use in all kinds of
vegetable and fruits. There are the traits of large and effective cubage for washing,
high efficiency, saving water, continuous washing, simple operation, long using life.
The materials of the brush roller which have been processed with specials techniques
may be used for a long time and their wear proof capability is very good. Its model is
SHE-U131, which adopts full-automatic computer LCD-panel controlling system
with most updated ozone technologies possessing more multi functional programs.
This model is special to connect with the water-faucet to automatically pouring-in and
drawing out water, having turbo water spraying and no need extra materials to wash
vegetables.
Centrifuge machine . this machine consists essentially of a compartment spun
about a central axis to separate contained materials of different specific gravities or to
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separate colloidal particles suspended in a liquid. It is also a machine in which solid
or liquid of different densities are separated by rotating them in a tube in a horizontal
circle. The denser particles tend to move along the length of the tube to a greater
radius of rotation, displacing the lighter particles to the other end.
Capping machine – the machine that secure most cap types into a wide
assortment of bottles type. The capping machine utilizes the latest technologies to
achieve the highest speeds and most accurately capped bottles on the market. Capping
machinery is available from a single head hand held chuck capper for low speed
capping all the way up to a high speed 30 head rotary chuck capping system.
6.11 UTILITIES
The life of the business will also depend on the supply of water and electricity.
The proponents will make sure that the business will be installed with the required
utilities. The proposed business will have electric power from Meralco while LWWUA
will be the one responsible for the installation of water supply.
6.12 RAW MATERIALS REQUIREMENT
The 3V Enterprises will get their supplies of vegetables from Divisoria and the
Bagsakan Centers of the Department of Agriculture. These were chosen because the
prices are sure to be low compared to other outlets; likewise, the vegetables are also
expected to be fresh. All the chemicals to be used will be provided by Rudolph Lietz
Incorporation, a well known local supplier located at Edison Ave. KM. 14 SLEX
Parañaque City.
Table ____. List of Suppliers of Raw Material
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6.13 MANPOWER REQUIREMENT
The proposed project will be operated as a sole proprietorship wherein the five
students/entrepreneurs will share the different duties and responsibilities in the
management of the business.
Ms. Joanna Karizz Ambita will act as Owner/Manager of the business. She will
be responsible in managing and supervising the day to day operations of the business.
Likewise, she will be also responsible in implementing policies to improve the
operations.
Ms. Jennelyn Dinglasan will act as the Production Manager of the enterprise. She
will be responsible in implementing the production activities and monitoring the
availability of materials and ingredients needed. She will also responsible in purchasing
the needed raw materials and ingredients.
Ms. Carille Sumagui will act as Finance Manager of the enterprise. She will
handle the recording the financial transactions of the project and releasing the necessary
funds and in monitoring the financial performance of the enterprise.
Ms. Joyce Rolle will act as the Marketing manager of the enterprise. She will be
responsible in the formulation and implementation of strategies to generate sales.
Mr. Jay Ffer Alegre will act as Administration Manager of the enterprise. He will
be responsible in administrative and clerical duties necessary to run the business
MATERIAL SUPPLIER ADDRESS
Bottles Dasmariñas Spinach Farm E. Aguinaldo Highway,Dasmariñas Cavite
Additives Rudolf Lietz Quezon City
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efficiently. He will serve as information and communication managers for an office; plan
and schedule meetings and appointments; organize and maintain paper and electronic
files; manage projects; conduct research; and disseminate information by using the
telephone, mail services, Web sites, and e-mail. He will also be responsible in handling
travel and guest arrangements.
6.14. WASTE DISPOSAL
The vegetable that will undergo extraction will be disposed of properly, wrapped
on trash bags and delivered to the nearest dumpsite. Other garbage can also be given tovegetable and animal farms located at Dasmarinas to fertilize their farms or as
poultry/piggery feeds.
6.15 PRODUCTION COST
The production of the product will be on a daily basis. The needed raw materials
such as carrots, lettuce and spinach will be purchase in Dasmarinas Public Market during
market day. The proponents hire one nutritionist and one on-call chemist to supervise in
the preparation of the product.
The total cost of production will include the cost of raw materials and indirect
materials. In the first year of the operation, the business incurred a total cost of PhP
while PhP was incurred in the second year of operation. In the
third year, the business incurred a total of PhP . It was observed that
on the third, fourth and fifth year of operation, the cost of production increased due to
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.
6.16 SYSTEMS FORMS & DESIGN
Purchase order slip
Original receipt
Inventory form/sheet
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CHAPTER 9
SOCIO-ECONOMIC FEASIBILITY
9.1 Social Responsibility
The project is considered as socially responsible as it aims not only to gain profit
but to serve the whole society as well. Social responsibility means the improvement of
the standard of living of the consumers and fulfills their satisfaction. The proposed
business will be located at Barangay Fatima Dasmarinas Cavite. The said business will
increase the rate of employment through providing job opportunities to those people whowere unable to attain higher education.
Having different suppliers of fresh and quality vegetables free from chemicals,
which are ready for consumption by the consumers, is also an advantage and reflects the
business’ advantage. Looking through the welfare of its employees, however, reflects the
moral obligations of the business.
9.2. Increase Government Revenue
A registration is always required for a business to operate, wherein the
government office would issue permits and licenses. Along this procedure, payment
should be made before a business can start. The project’s responsibility of paying taxes
helps to support the needs of the public. It makes the economy to be more productive
and to be progressive.
In order for 3V Enterprises start its operation, the following government
requirements must be secured:
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9.2.1 Registration with Mayor`s Permit and other Municipal Licenses
9.2.2 Registration within Bureau of Internal Revenue
9.2.3 Sanitary Permit from the Provincial Environment Department
9.2.4 Registration with DTI
9.2.5 Registration with BFAD
9.2.6 Consultation with DOST
9.2.7 Registration and Acquisition of Licenses
9.3. Other Beneficiaries
9.3.1. Unemployed (Generation of Employment)
3V Enterprises will generate employment that may help the government solve the
problem on unemployment. Our project will set a fair compensation according to their
duties.
9.3.2. Consumers
It will satisfy the consumers’ needs. It will help the customers achieve a healthy body
Customers are guaranteed with the good and nutritious quality of
the product.
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CHAPTER X
PROJECT IMPLEMENTATION AND TIMETABLE
10.1 GANTT CHART
2010
ACTIVITIES 1 2 3 4 5 6 7 8 9 10 11 12
PLANNING
1. Establishing goals & objectives
2. Allocation of capital
3. Gathering of information
4. Preparation of project proposal
5. Promotion
IMPLEMENTATION & CONTROL
1. Procurement of raw materials
2. Preparing the products
3. Delivery of the products4. Creating solutions to problems
encountered
5. Recording
6. Decision-making
7. Monitoring of the business
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10.2 PERT
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APPENDICES
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Machineries and Equipment
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