Professional Documents
Culture Documents
Marketing Plan
Marketing Plan
I. Business Overview
A. Vision
To be the best combo snack supplier in Bicol Region that satisfies consumers’
tummies
B. Mission
To cater and provide a clean and best home-made combo snack in order to fulfill
C. Goals
D. Objectives
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E. Executive Summary
Lumabi, Jillian Sumalde, and Ace Somido all of them are currently living in San Andres,
Catanduanes.
Rostro, San Andres, Catanduanes. Empanada will offer with a variety of flavors such as
vegie and tuna sisig, when it comes to shake we offered a variety flavors such as carrots
and jackfruit. People of all ages enjoyed appetizing Empanada and Shake, and will
therefore be included in the target market. Empanada and Shake are low priced item and
are obtainable by nearly anyone. Between the numerous product options and a broad
market target, this entrepreneurial business will be able to meet the needs of wide range
of consumers. Product quality is critical in the food industry. For that reason, EmpaShake
It will ensure product quality through the use of fresh ingredients and a focus on
cleanliness and sanitation. Innovation is also the goal of the business. One way which this
will be accomplished is through creating a new variety of flavors. This will allow the
business to test new products and determine which ones are preferred by customers.
Similarly, our variety of shake will provide seasonal with flavors corresponding to the
seasons. Product quality and innovation are the main focus of the business.
expand. Once the business proves to be a success, the business will open more stalls in
areas nearby the original. As the success of the overall business increases, EmpaShake It
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Our Product
a new product. Empanada and shake is the main product of the business which will be
catered to the customers of EmpaShake It. In every servings of empanada, there are
assortments of fillings such as tuna sisig and mixed vegetable are offered. The business
also has a variety of shake flavors such as carrots and jackfruit. To make it more exciting,
the customers are free to choose their combo meal depending on their taste preferences
and their on hand budget. By this, the customers can be able to satisfy and fulfill the
For people living in Divino Rostro San Andres who wants to enjoy eating combo-
affordable empanada and shake in one packaging. Unlike other combo-snack supplier,
EmpaShake It offers extraordinary flavors which are not yet introduced in the market.
In order to provide for the business needed capital, the owners of EmpaShake It
business will contribute equal amount of money depending on the total start-up cost that
Micro-environment Analysis
A. The Company
finance department in order to identify ways that each department can contribute to
provision of exceptional customer value which can lead to superior customer satisfaction.
B. Suppliers
The supplier would be any vegetable and fish dealer in the market located along
the Poblacion. San Andres aside from this, ACC Hypermart would also be the source of
C. Market Intermediaries
D. Customers
Geographic
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EmpaShake It will serve the customers demand of the product at the vicinity of
Demographic
Behavioral
Psychological
Fits for customers who are eating pastry and shake in order to be full
E. Competition
EmpaShake It direct competitors are all business establishments that cater pastries
and drinks like shake and tea. The direct competitors are the following:
3. Share 3at – located at 12- dauntless room at Senior high School building first
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4. Thirstea – located beside Regina Shipping Lines Inc. at San Roque, San Andres,
High Price
MG’s Bakery
EmpaShake It
Chong’s Bakery
Low Price
F. Publics
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Creating Facebook page, distribution of fliers and having a YouTube channel to
engage with the public in a way that reflects well on the EmpaShake It brand reputation,
manage the customer’s feedback, address customer inquiries and concerns and engaging
Macro-environmental Analysis
A. Economic
Because of inflation, the prices of a certain commodities such as fruit, vegetables and fish
are tending to increase. If the prices of the raw materials increase, the cost of producing
variety of empanada and shake will increase and it will affect also to the pricing.
B. Politico-legal
that, the business must register to particular government agencies. EmpaShake It business
C. Socio- Cultural
Fast food product is the trend despite social and cultural status, it serves as basic
commodity that every human desire. Regardless of social status, the product will be
available to all that enjoy eating at the most convenient and affordable price.
D. Demographic
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The increasing demand for the fast-foods such as empanada and shake, of people
in San Andres both females and males which all ages serves as a great opportunity for
E. Technological
and Youtube channel in promoting its product to the people in community and even in a
far places. Through this, the EmpaShake It business will be known easily and will be
patronized by the community and can maximize its profit in a short period of time.
F. Natural
When the natural calamities and climate change hits the country, the supplies of
fruit, vegetables and fish become limited so that the prices increases. This can threatened
the production and cost of EmpaShake It business since the raw materials are pricy and
limited.
B. SWOT Analysis
Strengths
Weaknesses
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First time entrepreneurs
Opportunities
Higher sales since the product will be cater near the school
Threats
Price wars
Assumptions
EmpaShake It business assumption is to get 15% higher sales yearly after starting
its operation. It is also believed that the manufacturing cost will reduce at 15% lesser over
3 years. However, the business assumptions about coping with customers’ needs and
other factors such as purchasing behavior are expected to develop strategy in the future.
Geographic
EmpaShake It will serve the customers’ demand of the product at the vicinity of
Demographic
Behavioral
Psychological
Fits for customers who are eating pastry and shake in order to be full
Primarily, for the people at the vicinity of Divino Rostro, San Andres,
C. Product Strategies
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Empanada and Shake are the key products of EmpaShake It business, product
will use multiple methods to ensure product quality. All empanadas and shakes will
be made with fresh ingredients. The empanada dough will be measured and fried at
proper amount of time, and any expired empanada and shake ingredients will be
and sanitation such as washing their hands frequently and clean the
kitchen regularly.
Innovations are also an important factor in the growth the business. EmpaShake It
will start by offering a variety options from simple flavors like tuna sisig empanada,
vegie empanada, carrot shake and jackfruit shake. However, to grow as a business,
we will continually work to develop and test new recipes for new flavors of
empanada and shake. Doing so, will eventually create variety of product and attract
possible consumers.
EmpaShake It will also serve seasonal flavors of empanada and shakes which will
possible flavors matching the season. Each year the same seasonal flavors will be
D. Place Strategy
EmpaShake It will sell its product to the people near San Andres
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or outside of the campus area. The owners chose this place because it will be
more convenient for them to market the products since they are also students of
the same school. Since, many students love eating fast foods such as empanada
and shake; it will be a great chance for them to make profit more than their
capital. However, the business will strive to expand over time. Expansion will
begin at the neighboring town of the original location of the business. EmpaShake
It will slowly open more food stalls in other, larger areas perhaps in a city location
E. Promotion Strategy
Posting trivia and facts about the product, video blogging and price updates
Distribution of Flyers
CM Code or Combo Meal Code for the chance of winning another combo
meal
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EmpaShake It will manage the use of social media marketing strategy in
promoting its product. Social platforms are essential to connect with customers and
The following are social media strategies which the business will use:
Using Facebook and YouTube Channel to post the business’ price discounts
Posting trivia and facts about the product, video blogging and price updates
Aside from this, EmpaShake It will also use the tagline “Life is Good, when
G. Customer Retention
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Customer awareness is the first step in promoting a new business.
free trial of the tasty treats on the first day of operation. 10 lucky consumers will
to offer, for them to discover the delicious delights to indulge in. By trying the
product at no cost, consumer will feel more confident in buying our product
I. Projected Sales
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Unit Sales
15 17 20
Value
Sale Revenue 216,000 281,520 380,880
Unit Cost 9 12 15
Total Unit Cost 129,600 198,720 285,660
Total Profit Ᵽ86,400 Ᵽ82,800 Ᵽ95,220
help in improving the product in case the business cannot perform well. Anyways,
we will continually develop and test new recipes for new flavors of empanada and
shake. If it will still not work, we will apply the freebie marketing strategy (for
example: Buy 1 combo snack Take 1 Empanada for free”) in order for the
Expenses Price
Advertising expense 1,000
Supplies for one year 494,208
Packaging materials 124,992
____________________
TOTAL Ᵽ620,200
Expenses Price
Transportation Ᵽ5,760
Utility expense (125x12) 1,500
Miscellaneous expense (900x6) 5,400
____________________
TOTAL Ᵽ14,895
B. Return on Asset
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Net Income
Ᵽ303,140 Ᵽ317,340 Ᵽ366,470
Total Average
Asset Ᵽ304,270 Ᵽ343,085 Ᵽ457,780
ROA
0.996 or 1 0.98 0.92
Year 2 = 0.98
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