Chapter 1.

Introduction, Goals and Objectives

 Background of your business

Picolé Ice Cream in Blk 5 Lot 2, St. Michael St., Suntal 2 Villas, Brgy. Taculing,

Bacolod City is a franchise business that sells natural based “Premium Quality” ice-pops.

It is an all-year-round indulgent healthy snack. Various combinations of fruits and juices

makes the taste of the products natural and authentic compared to others, not only that,

the products contain pre- and probiotics all coming from natural sources. Since the fruits

are obtained from local farmer this kind of business is greatly beneficial to our local

economy as well.

Processed foods have been stripped of one or more of their original elements,

specifically they are missing valuable nutrients, fibers or water. Natural foods, or

Wholefoods (fresh whole fruits, vegetables, wholegrains, seeds, nuts, beans and legumes)

have been provided by nature, and by their very nature, are the perfect foods for our

bodies to thrive and survive on. Man-made/factory-made/synthetic foods or any foods,

which have been highly sugared, salted and processed, are devoid of so many of the

nutrients and life-giving substances needed for optimal health. Foods as close to their

natural state, or as nature intended them to be consumed, are, in contrast, rich in health-

giving nutrients that sustain and energize us. Fresh, raw fruits and vegetables are also

full the “life-force” of nature, which along with vital vitamins, minerals and phyto-nutrients

lead to a positive, natural state of physical and mental health and vibrancy (Natural

Balance Foods, n.d.)

 Business Vision and Mission

VISION

Our establishment is committed in making high-quality and healthy ice pops. It

envisions to become one of the recognized ice cream brands in Bacolod city because

of the products uniqueness and functionality.

MISSION

Our mission is to give healthy, irresistible, high quality and honest to goodness

healthy ice pops. Done through hard work, lots of research, lots of tasting and

stringent quality control measures, Picolé healthy ice pops believes the pleasure of

eating something delicious can now be truly healthy.

 Marketing Goals

o To be known as the healthiest and most preferred ice pop brand

o To functional and

o To guarantee good costumer service by orienting the employees regarding

proper communication with the costumers

 Marketing Objectives

o To increase market visibility by local advertising (flyers and posters)

o To improve sale by 20% annually for the next 3 years

o To gradually branch-out to other areas starting by putting up stations within

city’s vicinity and then outside Talisay City

Chapter 2: Target Market and Market Segmentation

Attributes Primary Market Secondary Market Tertiary Market

Local Households Business Owners Students and
Young
Professionals
Location Talisay City Talisay City Talisay City

Population Size 60 % 30% 5% to 10%

Age group 20 - 40 25-45 18 - 25

Occupation Varying Business Owners Varying

(Professionals and (Food

Self-Employed) Establishments and

Cafés)

Hobbies Doing Outdoor Socializing Socializing and

Activities, Socializing, Studying

Watching Television

and Internet Surfing

Concerns and Have a place where Have a place where Have a place

Priorities they can access clean they can access where they can

and portable water. clean and portable access clean and

water. portable water.

 How often do Daily or Weekly Daily Occasionally

they use your

product/service?

Chapter 3: Market and Situational Analysis

 Economic Environment

 Social Environment

A variety of people are passing by 18th Street Lacson making it an ideal place for a

business. A great majority of Zire’s Café customers are young professionals and

university students all are exposed to the stressful yet necessary atmosphere due to work

and school. So, they are finding time for themselves to relax and take a break from the

exhausting day, they have some cash to spare for eating and unwinding in a place where

they can socialize with their friends by just talking, eating or drinking together.

 Technical Environment