College of Liberal Arts
A Feasibility Study on Establishing a Bukongeño Stall
along San Dionisio, Parañaque City,
A Feasibility Study Presented to the
Faculty of the College of Liberal Arts of
Technological University of the Philippines-Manila
In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in Entrepreneurial Management
Baloloy, Arlyn May H.
Orozco, Jessamae R.
Palma, Kacelyn P.
Pamintuan, Alvin C.
Soriano, Norienda C.
Taboada, Mary Anne D.G.
Varona, Oliver A.
A. BRIEF DESCRIPTION OF THE PRODUCT
Bukongueño is a new Buko Cart concept offering delicious and freshly-made buko (coconut) shakes. Bukongueño Buko Shake is made of 100% pure buko juice with natural buko meat well-blended in milk and shaved ice. This is a perfect choice for people living in a healthy lifestyle.
B. BRIEF DESCRIPTION OF OPERATION
Bukongueño is a franchise business. The main branch of the business is the supplier of all the ingredients and equipment. The coconut endosperm or coconut meats are delivered as frozen and sealed to maintain its freshness. On the first day of operation, the supplier will deliver one kilo coconut meat, 6,000 litters syrup, 6290 ml milk, 60 pieces 330ml pet bottle, 40 pieces 500ml pet bottle, 30 pieces 1000 ml pet bottle, 1000 pieces straw for 330ml and 500ml, 30 pieces straw for 1000 ml. A week after the opening the supply of the materials will depend upon the proponents on how much needed for the operation. The business will operate eight hours a day that will start at ten o’clock in the morning and will end at six o’clock in the evening. The making of buko shake will be made to order so that it will be served fresh and cold. C. MAJOR MARKETING STRATEGIES
The location of the business is along the street at Kay Talise St. Dr. A. Santos Ave., San Dionisio, Parañaque City where different schools (secondary and college) and establishments including passers-by will be the target market. Aside of the location, the proponents will consider the packaging and layout of the stall. For packaging, the product will be in bottle with green wrapper indicating the logo of the business as part of promotion. The stall will be painted with green symbolizing the refreshing and cool color of coconut that may attract children, students, parents, residents and professionals.
When it comes to pricing, the products will be priced according to its size which varies among small, medium and large.
D. TARGET MARKET
Bukongueño targets residents living in Paranaque. Bukongueño will be situated in Paranaque Road near Paranaque National High School and Paranaque Municipal High School as well the Datamex College, Olivarez Hospital and Olivarez College. In order to define the target market, Bukongueño used to segment consumer markets by dividing two broad groups of variable.
After doing the segmentation, the proponents evaluated the segments for the market potentials. And Bukongueño found out that most of the students residing and studying in the area have an active lifestyle, thus, they are likely to be on what is in the trend. On demographics, the proponents target children, teenagers, and adults because of that they are likely to afford the product. Geographically speaking they are nearby hospital, automotive shops, and appliance depots as well as the internet cafes which will likely flocks a number of people towards the stall.
Bukongueño will offer its products and services mostly to the students and it will position itself as the first Coconut derivative business in the area. Since malls are quite far to the area, the Bukongueño stall could be perfectly accessible for its location is eye-catchy and visible to thousands of buyers as well.
The needs to provide students affordable yet nutritional products are some of the reasons why we want to use this opportunity to introduce Bukongueño as the affordable beverage and yet do not compromise its taste and the benefits that it gives to our body.
It is essential for Bukongueño customer to understand that their needs are our priority.