GUIMARAS STATE COLLEGE

GRADUATE SCHOOL

Chapter 1

CORPORATE SUMMARY

General Company Description

The business name is “SAG Food Kiosk”, coming from the initials of the

proponent.

The study is about a food kiosk catering street foods as its main dish. The

objective of the proponent in making this business possible is to make an

impression that usual Filipino street foods that we encounter can also be safe,

savoury and be complemented to other dishes. The business wants to emphasize

that aesthetics, appearances, presentation of food, personal trust and interaction

with its customers are the most important parameters for assessing food safety

as well as meeting the customer’s needs and wants. People in all walks of life

can now have the perception that street foods are not just an alternative food if

you want to be a spend thrift but rather these are also foods which will delight

you and will give you satisfaction beyond your expectations.

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BUSINESS BACKGROUND

Food is a basic necessity. The industry which deals with preparing food

items/products refers to the food service industry. The food service industry is

and will always remain in high demand because of its genre. These industries

include restaurants, fast foods, school and hospital cafeterias, catering

operations, food carts and food trucks etc. Restaurants and fast foods mainly

contribute to the food service industry.

“Fast food” generally refers to the type of restaurants that sell quick,

inexpensive take-out food. During a relatively brief period of time, the fast food

industry has helped to transform not only diet, but also landscape, economy,

workforce, and popular culture. The extraordinary growth of the fast food

industry has been obsessed by fundamental changes in society. The whole

experience of buying fast food has become so habitual, that it is now taken for

granted, like brushing your teeth or stopping for a red light.

Restaurants and fast foods are meant for same services except that

restaurants offer a large menu including a variety of cuisines as compared to fast

foods, which usually offers a small menu with quick service. Another difference

between a restaurant and fast food is, restaurants offer meals that are cooked

and prepared and is eaten at the premises while fast food usually is pre-cooked

meals or serves meals that are cooked easily. Diners may eat it inside the store

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or they can order their food “to-go”. In fast foods you usually pay before eating

unlike full service restaurants.

Like every other country, the food industry has flourished very well in the

Philippines. Filipinos love to eat and that’s the reason why you will see a lot of

restaurants and fast foods restaurants scattered in the cities. These restaurants

and fast foods can be local or international food chains. Filipino food and chefs

are considered one of the best in the world. It is hardly surprising that Filipino

food is often labelled as somewhat strange (like the “balut” for example) but in

its own way, its food is a unique mixture of eastern and western cuisines and

reflects the history of Philippines.

The Filipino food includes dishes and cooking procedures from China,

Spain, Mexico, United States, and more recently from further abroad. However,

what makes them Filipino is the history and society that introduced and adapted

them; the people who turned them to their tastes and accepted them into their

homes and restaurants, and specially the harmonizing culture that combined

them into modern Filipino fare. Some of the popular fast food chains of

Philippines are Jollibee, McDonalds, KFC, and Chowking, etc. and popular

restaurants being Abe, Chelsea, Friday’s, Chili’s and a lot more.

Attracting a huge crowd to restaurants or fast foods require more than

just good food. Though important, good food is only a part of the total dining

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experience. Equally important is believed to be the way people feel while in the

restaurant. This physical and emotional response is a result of the atmosphere,

the total environment to which customers are exposed. The proper atmosphere

can make the food, service and whole dining experience seem better. For that

reason a restaurant or a fast food must take care of the following to please its

customers. This includes checking the cleanliness of the place and freshness of

the food, guarded premises, parking area where people can park, ambiance and

landscaping, building design, lighting, and even music.

(http://manilareviews.com/2010/07/food-service-industry-philippines.html)

GENERAL OBJECTIVES OF THE BUSINESS

a) To be able to change the perception of people regarding safety and

cleanliness of street foods;

b) To increase the level of awareness of customers on the different ways

that the street foods can be introduced from a simple and ordinary recipes to a

nutritious, stylish and savoury dishes or cuisine;

c) To line up with other competitors using our unique approach in catering

street foods;

d) To offer an affordable but delicious and a satisfying street foods.

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GRADUATE SCHOOL

Chapter 2

MARKET STUDY

Marketing is a system of business activities designed to plan, price,

promote and distribute want-satisfying goods and services to present and

potential customers. It is considered as the lifeblood of every business

transactions because it is a strategic way on how to cope up to the needs and

wants of the costumers, finding opportunities regarding it, introduce and market

the product, achieve customer’s loyalty and patronage. This aspect includes the

following topics: demand, supply, marketing programs and the projected sales.

The objective of the proposed project is to delight the customers, not just

by meeting their expectation but rather exceeding and going extra mile.

Moreover, it’s about profitability. Marketing aspect serves as the basis of the

financial section through the projected demand. There can be no discussion of

profitability or of the other aspects of the study; if in the first place, there is no

demand or market. Every business is practically aspiring for productivity but

practically in order to last in the business world the first thing to take into

consideration is the target market. The costumers will be the key factor to

achieve the objectives of the organization. Finding opportunities and spotting the

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right market are both important in establishing a business. Knowing customer’s

demand and supplying them right products at reasonable prices.

OBJECTIVES

a. To analyze the market demand and supply of the business;

b. To define the target customer of the business;

c. To determine the marketing strategies to be applied in the business;

d. To determine the feasibility of the business;

e. To determine the range of the business;

f. To analyze and understand the complexities of the restaurant business.

DEMAND

It is very essential to know the demand of our products in order to answer

our customer needs and wants. Knowing the demand will help us to determine

the trend for our products. Analyzing the demand thoroughly will give the

projection of the total number of quantity of each product that we are going to

produce daily, weekly, monthly and annually.

Past Demand For the Industry

Since there is no statistical data recorded in NSO and DTI regarding the

demand for streetfoods, past demand is computed by getting the target

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Population in Gemomua Agahon for the year 2016 – 2017 multiplied by market

acceptability which is obtained by getting the percentage of target customers

who are willing to eat streetfoods in a kiosk with 65% and multiplied to the

frequency of agreement or the times the customers avail the products annually.

It increases annually based on the annual growth of population of Gemomua

Agahon by 1.25% and we distributed the annual past demand to get the past

demand for every products.

Market Target Frequency of

Year Annual Demand
Acceptability Population Agreement
2013 65% 3,711 50 120,607.50
2014 65% 3,757 50 122,115.09
2015 65% 3,804 50 123,641.53
2016 65% 3,852 50 125,187.05
2017 65% 3,900 50 126,751.89

Table 1. Past Demand for the Industry

Past demand for industry or the whole streetfoods is computed by getting

the target market population times the frequency of agreement. It increases

annually based on the annual growth of population of Gemomua Agahon by

1.25%.

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Past Demand For Every Product

Since we determined already the computation for the industry, past

demand for every streetfoods that the target customers usually eat are

computed to the percentage of each products answered by the target customers

multiplied to the annual past demand of industry.

Chicken Kwek- Pork

Balut Adidas Fishball Isaw
Year Skin Kwek Barbecue Total
( 8%) (4.5%) (14.32%) (6.5%)
(7.25%) (9.28%) (50.15%)
2013 9,649 5,427 8,744 17,271 7,839 11,192 60,485 120,607.5
2014 9,769 5,495 8,853 17,487 7,937 11,332 61,241 122,115.1
2015 9,891 5,564 8,964 17,705 8,037 11,474 62,006 123,641.5
2016 10,015 5,633 9,076 17,927 8,137 11,617 62,781 125,187.1
2017 10,140 5,704 9,190 18,151 8,239 11,763 63,566 126,751.9

Table 2. Past Demand for the Products

Projected Demand for the Industry

The annual increase of demand for the years 2018 – 2022 is based on the

annual population growth rate from 2013 – 2017 by 1.25%. The annual

projected demand was obtained by multiplying the market acceptability which is

65% to target population and to the frequency of agreement. Based from the

obtained demand, it was distributed again to every product in order to determine

its demand.

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GRADUATE SCHOOL

The projected demand for industry in 2018 – 2022 is as follows:

Market Target Frequency of

Year Annual Demand
Acceptability Population Agreement

2018 65% 3,949 50 128,336.3

2019 65% 3,998 50 129,940.5
2020 65% 4,048 50 131,564.7
2021 65% 4,099 50 133,209.3
2022 65% 4,150 50 134,874.4

Table 3. Projected Demand for the Industry

Projected Demand for the Products

It is computed by multiplying the projected annual demand of industry to

the percentage of each product based on the survey.

Chicken Kwek- Pork

Balut Adidas Fishball Isaw
Year Skin Kwek Barbecue Total
( 8%) (4.5%) (14.32%) (6.5%)
(7.25%) (9.28%) (50.15%)

2013 10,267 5,775 9,304 18,378 8,342 11,910 64,361 128,336.3

2014 10,395 5,847 9,421 18,607 8,446 12,058 65,165 129,940.5
2015 10,525 5,920 9,538 18,840 8,552 12,209 65,980 131,564.7
2016 10,657 5,994 9,658 19,076 8,659 12,362 66,804 133,209.3
2017 10,790 6,069 9,778 19,314 8,767 12,516 67,640 134,874.4

Table 4. Projected Demand for the Products

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GRADUATE SCHOOL

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