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I.
EXECUTIVE SUMMARY
Sometimes a full-scale study cannot be justified because there are too many unknowns, or
because a critical piece of information is lacking.
In such circumstances a feasibility study may be warranted. A feasibility study is undertaken
before the real work to determine whether to proceed with a project and decide the best approach
to adopt. Feasibility studies can be extremely important in reducing uncertainties for planning the
definitive study, and often provide reassurance to funding bodies that the work has been
thoroughly thought through.s
Our business Queen Pitahaya Fruit Shake (Dragon Fruit) bears the vision of providing fun,
deliciously appetizing, uniquely enchanting food and beverage products while maintaining our
commitment to uncompromised quality at economical rates with a heartening purpose to cater to
societys needs, taste and preferences: rather than simply convincing our customers to try and
like whatever products we develop.
Dragon fruit contains much health benefit and uses, that is why we develop something that
will really help customers satisfied their needs and wants. Queen Pitahaya Fruit Shake keeps our
body healthy, inside and out.
Developing a new product for the public is never an easy undertaking. The number of new
products that actually make it is insignificant to the total numbers that are actually produced. We
as a student believe we have found one of those products that will make an impact and ultimately
be successful is a shake. The healthy shake will provide our customers with an almost endless
amount of healthy alternatives to the other drinks. This information will provide sales, costs,
profits, market, competitors, distribution, and the macro environment balance.
The healthy fruit shake will promise you customers to provide the quality, reasonably priced
product in industry. We aim for continuously generate awareness, interest and desire for our
product, resulting in frequent purchases by the customers.
II.
INTRODUCTION
cultivated cacti species of the genus Hylocereus, especially for the fruit industry while we choose
the name QUEEN because the 4 partners in the business are all girls. We create this kind of name
in our business because its easy to memorize or to familiarize by the customers, its unique name
and its our way to attract them and it could be a trademark for quality products.
C. Statement of the Problem
These days, consumers are considered as the king of the market. Their needs and demand
varies from time to time because of the changes in technology, fashion, tastes, behavior and
lifestyle. Consumers of today are becoming more conscious about their health so as to manage
health related concerns, thus consumers demand for a healthy food choice, diets and losing
weight.
D. Objectives of the Study
Stated below are the lists of objectives that this study is contemplating on pursuing.
1. To offer a healthy beverage that satisfies the fast changing consumer preferences for a
shake drink.
2. To be able to earn profit
3. To gain market share
III.
MARKETING PLAN
Segments
Benefits
Demographics
Behavior
Psychographics
Adults
Nutrition
25-50
Nutrition
alternative
drinkers
Professional
Health
On the go
Taste drinkers
Price
Health
Conscious
Parents
Health
18+
Nutrition
low calories
Health
rich in fiber
vitamins,
minerals,
calcium
and
antioxidants
prevent
formation
cancer cells
manage
pressure
controls
the
of
blood
Long
oriented
life
Professionals
cholesterol levels
best for diets
Youth
Trendy taste
14-18
Taste drinkers
Tasty drinkers
Mobile
B. Target Market
Primary
ADULTS: Between 25 to 50 years old age Professionals and parents
Become more conscious about their health
Preferred healthy beverage
Choose food and beverages that offers extreme health benefits rather than better taste
Concern with the price and quality of the product
HEALTH CONSCIOUS: Between 18 to up years old: Health professionals and people who
are conscious or want to improve their health.
Prevent sickness
Find solution to their health condition
Want to live longer
Dont care about the price
Secondary
Opportunities
Nowadays, most people are shifting for healthy kind of living due to arising of much kind
of diseases and sickness
Opportunity to extend the dragon shake business because of the possible demand of the
people
Threats
Intense competition with both direct and indirect competitors
Unbounded changing of customers demand and preferences
E. Marketing Mix
Product
Dragon Fruit Shake is made from pure, fresh and naturally grown dragon fruits. We do not
use artificial sweetener but rather an all- natural sugar substitute. It has a delicious, creamy,
delightful taste. Each cup of our shake offers a lot of health benefits for our customers at an
affordable price thus, making their money worth spending on.
Place
Dragon fruit shake will be having its first store at food court of SM Dasmarias. We will not
place our store at roadside locations as we promote healthy beverage and we dont want our
product to be exposed on different toxins and smoke coming from the vehicles. We will operate
on a safe and clean environment.
Price
The business will use the Cost-plus pricing strategy to calculate for the price of dragon fruit
shake. The price will be set based on the production cost, including both direct and indirect cost
at our projected sales volume, and our standard mark-up. Our product is competitively priced and
is very affordable for consumers to buy. Taking into account the extreme health benefits our
product can offer, we are very sure that their money will be worth spending on consuming our
product and making it as a staple on their healthy diet.
Projected market price for Dragon fruit shake will start at:
P 26 for small;
P 40 Medium;
P 52 large.
Competitors Price
Zagu
Fruitas
Sales Promotion
In- store Sampling will be conducting sampling program at SM
Dasmarinas supermarket and at the same time, giving away fliers and
encouraging them to visit and try to buy the product at the store located at the
foodcourt.
Exposition/ Trade fair join trade fairs to increase awareness of the
existence of our business. This would also give us the chance to showcase the
goodness of our product. We will have free taste of our product and we will
also sell our product if people would love to buy. We will also have the chance
to be seen and known by a lot of bloggers.
Public Relation
existence as well as the health benefits of the product will be the main focus of the
advertisement.
Television Shows catering sponsorship on Television Health Shows like
Salamat Dok
Newspaper advertisement on newspapers like Philippine Daily Inquirer
and Manila Bulletin will increase peoples awareness especially the
professionals
Magazine advertisement on magazines like Womens health and Mens
health is directly targeted towards the health conscious market. We will
also have advertisement on Candy Magazine. This will be directly targeted
towards the Youth market. All this direct marketing efforts can generate
awareness and induce them to try and purchase or product.
F. Investment Requirements
278.25
68.25
36.75
57.75
89.25
163.80
58.80
752.85
b.) Equipment
2 units Blender (unbreakable, 350W) @1,295.00
1 unit Kitchen scale (0-1 kg)
1 unit Styrofoam cooler/ice chest (12x18x24)
1 unit Refrigerator (3 cu.ft. personal size)
2,590.00
293.95
228.90
7,875.00
10 987.85
11 740.70
8.33
1.00
1.75
0.50
11.58
Packaging:
1 pc Plastic glass
1 pc Straw
1.40
0.15
1.55
13.13
12.5
1.25
3.00
1.00
17.75
Packaging:
1 pc Plastic glass
1 pc Straw
1.40
0.15
1.55
19.3
Dragon Fruit
1/3 cup of non fat milk
Green stevia
2 1/8 ice cube
16.67
1.50
4.75
1.50
24.42
Packaging:
1 pc Plastic glass
1 pc Straw
1.40
0.15
1.55
25.97
Add-ons*
Non-fat vanilla ice cream
Crushed chocolate cookies
G. Costing and Pricing
a.) Direct cost
Raw Materials per 16oz cup (Small)
Ingredients and Packaging
Raw Materials per 22oz cup (Medium)
Ingredients and Packaging
Raw materials per 32oz (Large)
Ingredients and Packaging
25.97
b.) Product pricing @ 50% mark-up
Selling Price = [(cost of the item)] / (100 - mark up)] x 100
Small
= [(13.13)] / (100 50 mark up)] x 100
= (13.13 / 50) x 100
= 26.26
Medium
= [(19.3)] / (100 50 mark up)] x 100
= (19.3 / 50) x 100
= 38.6
Large
= [(25.97)] / (100 50 mark up)] x 100
13.13
19.3
Small
26
13.13
Medium
40
19.3
Large
52
25.97
Selling Price
Daily Projected
Capacity
Small 16 oz
26
50 cups a day
1300
Medium 22oz
40
50 cups a day
2000
Large 32 oz
52
50 cups a day
2600
5900
Indirect cost
Labor cost
per cup
P 3.87
Transportation
produced a day
14000 / 10 days (to maintain freshness; buy dragon fruit
P 0.31
cups produced in
three days
P0.17
P 1.31
P 10.1
X
Daily Indirect Cost
150 cups
P 1515
50 cups produced
50 cups produced
50 cups produced
150 cups
Daily Sales
5 900
2 920
1 515
P 1 465
Small @ P 26
1500 cups
39 000
Medium @ P 40
Large @ P 52
1500 cups
1500 cups
4500 cups
60 000
78 000
P 177 000
Monthly Sales
177 000
87 600
45 475
P 43 925
Projected Capacity
18000 cups
18000 cups
18000 cups
54000 cups
Annual Sales
2 124 000
1 051 200
545 700
P 527 100
H. Demand / Supply
Demand
This project would provide the target market mostly the health conscious between 18
years old and up, adults between 25 years old up to 50, those who are professionals and parents
and also the youth between 14 years old up to 25 who visited SM Dasmarias.
Supply
Based on our personal interview, the population of health conscious people who visited
SM Dasmarias wants to avail our product offering and thats where we determined our supply.
IV.
TECHNICAL ASPECT
Our management will provide cleanliness for everything, especially to our drinks for the
satisfaction of customers.
A. Projected Location Site
B. Production Flowchart
The production flowchart of the Pitahaya Fruit Shake is shown below. It consists of five
steps.
ACTIVITIES
DESCRIPTION
COSTS
5,600
12,715
EMPLOYEES LOCKER
STOCK ROOM
TABLE FOR
EMPLOYEES
OFFICE OF THE
OPERATION
MANAGER
DOOR
MIXING AREA
CHAIRS FOR THE
CUSTOMERS
CASHIER
DISPLAY AREA
ENTRANCE
D. Forms of Business
The Dragon Fruit Shake will be operated by 4 persons as partners. Dragon Fruit Shake was a
partnership business accounted as limited firm and owned by the following persons: Ma. Fe
Victoria N. Alano, Dyann Bucaling, Sharmaine Lyka P. Vecino, and Melody M. Ramos. The
business started with a capital amounted to 100,000.00 having equal contributions from the
owners.
E. Organizational Structure
The figure has shown the organizational structure of Dragon Fruit Shake which composes an
Operational Manager, Bookkeeper Personnel, Marketing Personnel, and Financial Analyst which
all of them contributed to the company.
Operational Manager
Bookkeeper
Cashier
Sales Personnel
Sources of Literature
www.pinoybusiness.com/food-business/starting-a-fruit-juice-and-shake-business/
www.quennsland.qld.gov.au/industry/food/food-innovation/innovative-food-beverageproducts/healthy-foods-biodegradable-packaging
www.tutor2u.net/business/marketing/pricing_cost-plus.asp
bizfinance.about.com/od/pricingyourproduct/a/Pricing-your-product-using-mark-up.htm
kimberlysnyder.net/blog/2013/01/08/superfruit
casaveneracion.com/dragon-fruit-shake/
prezi.com/k9oj8jyers1/feasibility-study/
www.greenstevia.com.ph
thenutritionguruandthechef.wordpress.com/2012/05/13
www.cookinglight.com
www.fruitasgroup.com
www.cavite.go.ph/home/index.php/investment/cost-of-doing-business/minimum-wage
Belch (2003). Advertising and Promotions. The McGraw-Hill Companies
Kotler et.al (1999). Principles of Marketing. New Jersey, USA. Prentice hall