Phase I: Goal Setting

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

customers’ desire on pastry and shake all over Catanduanes.

C. Goals

 To expand our business throughout the Province of Catanduanes

 To be the leading snack supplier in Catanduanes

 To achieve 99.9% of customers satisfaction

 Reduce the manufacturing cost by 15% over the next 3 years

 To innovate new variety of flavors

D. Objectives

 To convince and get the customers loyalty in various municipalities

throughout the Catanduanes

 To get 15% higher sales every year

 To create another various flavors of the product every year

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E. Executive Summary

EmpaShake It is a business founded and owned by Patricia Obias, Crizan Joy

Lumabi, Jillian Sumalde, and Ace Somido all of them are currently living in San Andres,

Catanduanes.

EmpaShake It will be a small entrepreneurial business that is located in Divino

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.

Through a single stall of EmpaShake It overtime the business will strive to

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

business will slowly expanded throughout the Province of Catanduanes.

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Our Product

EmpaShake it is the manufacturing business since it uses raw materials to produce

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

needs of their tummies.

Our Competitive Advantages

For people living in Divino Rostro San Andres who wants to enjoy eating combo-

snack, EmpaShake It is a home-made combo-snack that serves satisfyingly-delicious yet

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.

Start-up Financing Requirement

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

is needed to make the business possible.

Phase 2: Situation Review

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II. Market Analysis

A. Market Audit (Micro and Macro Environment)

Micro-environment Analysis

A. The Company

EmpaShake It marketing department will work closely with manufacturing and

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

raw materials such as flours, margarine, creams etc.

C. Market Intermediaries

EmpaShake It will undertake the personal distribution of the product so it does

not require any marketing intermediaries.

D. Customers

Geographic

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 EmpaShake It will serve the customers demand of the product at the vicinity of

Divino Rostro, San Andres, Catanduanes.

Demographic

 Gender (Male, Female and LGBTQ)

 Age (2 years old and above)

Behavioral

 For those who love eating pastries and shake

 For those who are satisfied eating fast food

Psychological

 Fits for customers who are eating pastry and shake in order to be full

 To those who are satisfied on eating pastry and shake.

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:

1. Chong’s Bakery – located at front of ACC Hypermart at San Roque, San

Andres Catanduanes. Their pastries pricing ranges 2.00 to 50.00

2. MG’s Bakery -- located at front of Powerzone at Belmonte, San Andres,

Catanduanes. The price of their pastries ranges 30.00

3. Share 3at – located at 12- dauntless room at Senior high School building first

floor. The price of their combo snack ranges 35.00

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 4. Thirstea – located beside Regina Shipping Lines Inc. at San Roque, San Andres,

Catanduanes. Their tea pricing ranges 65.00 to 90.00

5. Dimsum – located beside ACC Hypermart at San Roque, San Andres,

Catanduanes. The price of their ranges 30.00 to 35.00

High Price

MG’s Bakery

Thirstea Share 3at

Dimsum

High Quality Low Quality

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

with customers for further product improvements and innovations.

Macro-environmental Analysis

A. Economic

The economic factor which can affect EmpaShake It business is inflation.

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

Customers’ trust can contribute to strengthen brand reputation. In order to attain

that, the business must register to particular government agencies. EmpaShake It business

will be legal in all its operation.

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

EmpaShake It business to increase its sale.

E. Technological

EmpaShake It business can use technological in terms of creating Facebook page

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

 Courageous and creative mindset of the owners

 Better manufacturing capability

 Budget friendly pricing

 Good tasting preferences

Weaknesses

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  First time entrepreneurs

 Insufficient knowledge of the owners about marketing

Opportunities

 Higher sales since the product will be cater near the school

 Stability of customers to buy snacks during school days

Threats

 Rising sales of the Competitor’s Product

 Price wars

 Lack time management can lead to poor productivity

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.

Phase 3: Strategy Formulation

III. Marketing Objectives and Strategies

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 A. Target Market and Segmentation

Geographic

 EmpaShake It will serve the customers’ demand of the product at the vicinity of

Divino Rostro, San Andres, Catanduanes.

Demographic

 Gender (male, female and LGBTQ)

 Age (2 years old and above)

Behavioral

 For those who love eating pastries and shake

 For those who are satisfied eating fast food

Psychological

 Fits for customers who are eating pastry and shake in order to be full

 To those who are satisfied on eating pastry and shake

B. Product Positioning and Competitive Advantage

Primarily, for the people at the vicinity of Divino Rostro, San Andres,

Catanduanes who wants to enjoy eating combo-snack. EmpaShake It is a home-

made combo-snack that serves satisfyingly-delicious yet affordable empanada and

shakes in one packaging. Unlike other combo-snack supplier, EmpaShake It offers

extraordinary flavors which are not introduce yet in the market.

C. Product Strategies

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 Empanada and Shake are the key products of EmpaShake It business, product

quality is essential for the success of the business. For that reason, EmpaShake It

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

properly disposed. The manufacturing department will also focus on cleanliness

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

only be available at a limited time. The manufacturing department will formulate

possible flavors matching the season. Each year the same seasonal flavors will be

offered to provide consistency.

To make it more attractive, each serving will be having an eye-catchy packaging.

D. Place Strategy

EmpaShake It will sell its product to the people near San Andres

Vocational School at Divino Rostro, San Andres, Catanduanes whether it is inside

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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

to ensure that the product will be cater in a vast number of consumer.

E. Promotion Strategy

Customer awareness is the first step in promoting a business. EmpaShake It’s

promotional plans includes:

 Creating Facebook Page and YouTube Channel for the business

 Posting trivia and facts about the product, video blogging and price updates

 Distribution of Flyers

 Word of mouth marketing

 CM Code or Combo Meal Code for the chance of winning another combo

meal

F. Leveraging the Internet for Advertising

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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

increase customer awareness.

The following are social media strategies which the business will use:

 Using Facebook and YouTube Channel to post the business’ price discounts

and promo offerings

 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

It’s Homemade Food” to attract more customers.

G. Customer Retention

EmpaShake It customer retention strategies are as follows:

 Building customer value by delivering extraordinary customer service, best

quality product, and affordable price

 Developing customer relationship by respecting them and coping with their

demands and suggestions

 Offering product value that responds to the customer’s desires

 Consistently provide our value proposition and brand promise

H. Programs and Events to be Conducted

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 Customer awareness is the first step in promoting a new business.

EmpaShake It will achieve this by offering free samples to give consumers a risk‐

free trial of the tasty treats on the first day of operation. 10 lucky consumers will

be able to taste an assortment of empanada and shake of what EmpaShake It has

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

because they know what exactly they will receive.

I. Projected Sales

Php 20.00 – Tuna Empanada

2020 2021 2022
Unit Sales 14,400 units 16,560 units 19,044 units
Unit Sales Value 20 22 24
Sale Revenue 288,000 364,320 457,056
Unit Cost 15 17 19
Total Unit Cost 216,000 281,520 361,836
Total Profit Ᵽ72,000 Ᵽ82,800 Ᵽ95,220

Php 15.00 – Vegie Empanada

2020 2021 2022
Unit Sales 14,400 units 16,560 units 19,044 units
Unit Sales Value 15 17 20
Sale Revenue 216,000 281,520 380,880
Unit Cost 10 12 15
Total Unit Cost 144,000 198,720 285,660
Total Profit Ᵽ72,000 Ᵽ82,800 Ᵽ95,220

Php 15.00 – Carrot Shake

2020 2021 2022
Unit Sales 14,400 units 16,560 units 19,044 units

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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

Php 15.00 – Jackfruit Shake

2020 2021 2022
Unit Sales 14,400 units 16,560 units 19,044 units
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

J. Alternative Plans and Mixes

EmpaShake It will consider customers’ suggestions which can certainly

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

customers to patronize our product.

Phase 4: Resource Allocation and

Monitoring
IV. Budgetary Requirements
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A. First Year Detailed Implementation and Budget

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

2020 2021 2022

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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

Return on Asset = Net Income/Total Average Asset

Year 1 = 303,140/ Ᵽ304,270

Year 1 = 0.996 or 1
Year 2 = Ᵽ317,340/ Ᵽ304,270 + Ᵽ343,085
2
= Ᵽ317,340/ Ᵽ647,355
2
= Ᵽ317,340/ Ᵽ323,677.5

Year 2 = 0.98

Year 3 = 366,470/ Ᵽ343,085 + Ᵽ457,780

2
= Ᵽ457,780/ Ᵽ800,865
2
= Ᵽ366,470/ Ᵽ 400,432.5
Year 3 =0.92

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