UNIVERSITY OF THE PHILIPPINES
DILIMAN, EXTENSION PROGRAM IN PAMPANGA
Little Chef’s PAPAYA MARINADE
Amoncio, Roxan Carmel
Prof. Aries Patawaran
BM 108 Entrepreneurship
13 October 2009
The Kusina Moments Inc. (KMI) is a manufacturing company producing a marinade out of papaya extract. This comes from different flavors such as classic, toyomansi, barbecue, spicy, tapa, and tocino. KMI will also produce powdered form of marinade that also comes from different flavors. KMI will be operated in San Ildefonso, Bulacan so that it will be near in its suppliers. The creators and managing members of KMI, Roxan Carmel Amoncio and Arrianne Gulanes, are seeking additional financing to fund the concept. The managing members will be the one who have experience in the field. Their combined efforts in the creation of KMI have served to yield a detailed plan that encompasses the necessary elements required to succeed in today’s competitive environment in food processing. Intense market research and target market evaluation suggest that KMI is ideally situated near its suppliers. Moreover, years of operational and marketing experience will be organized and documented to create a comprehensive blueprint for success. Proven marketing techniques and operational systems will allow management to be proactive rather than reactive to the conditions and obstacles associated with opening a manufacturer of papaya marinade. Having a complete operational plan allows management to focus on building sales rather than profit. The managing partners have an extremely high degree of confidence that the systems and controls incorporated in the business plan will yield a calculated return for a given sales volume. According to studies, marinade industry is evidently growing. The industry's performance will be driven by three key factors: product innovation, price and convenience. Product innovation - the exploitation of new ideas, which in the case of meal sauces and mixes, mean new flavors and variants - is important to remain competitive and profitable in the business. This is very evident in the meal and sauces industry where the products have gone beyond the traditional blends and flavors to address changing consumer needs. For instance, Mama Sita has come up with "vegetarian" and "less salt" variants of oyster sauce to take advantage of the growing trend towards healthy eating. Some manufacturers also aggressively advertise their products to heighten consumer awareness and boost demand. Price is also a major consideration - value for money and affordability is the buzz words among consumers. No wonder companies are going into more affordable pack sizes and single-serve sachets, which entail lower cash outlay for consumers. Convenience also matters a lot, including making the products accessible and available in strategic areas. The increasing number of working women and fast-paced lifestyles of consumers have increased demand for products which are easy-to-use/prepare. And meal sauces and mixes address just that. They offer short-cuts to enhancing the flavor of everyday dishes. In line with this, sales projections for KMI assume a production of 500,000 units annually resulting to annual sales of around PhP 11.98 million. Sales is expected to double at the end of year 2014. Total capitalization will amount to PhP 2.5 million of which will be borrowed from the banks. In closing, we feel the business plan for KMI represents a realistic expectation of success for all parties involved. Moreover, we will be providing a benefit to the community by providing a great product and secure jobs to community residents of Bulacan. III.
A. Macro-market Analysis
1. Political/Legal Environment
Philippine laws, government agencies, and other pressure...
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