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Chapter I

INTRODUCTION

Vegetables are important protective food and highly beneficial for the

maintenance of health and prevention of diseases. They contain valuable food ingredients

and great sources of vitamins and minerals, which can be successfully utilized to build up

and repair the body. The juices extracted from fresh raw vegetables are highly beneficial

as they furnish all the cells and tissues of the body with the elements and the nutritional

enzymes which they need. It is true that the body can derive these elements from whole

vegetables. But the fresh juices can provide them in the manner in which they can be

most easily digested and assimilated. A vitamin and mineral deficiency can thus be made

much more quickly by drinking fresh juices than by eating raw vegetables.

According to the 6th National Nutrition Survey, the Filipino diet does not get

even close to its recommended daily intake of fruits and vegetables. Based on the

Nutritional Guidelines for Filipinos of the Food and Nutrition Research Institute,

Department of Science and Technology (FNRI-DOST), the recommended daily

consumption of fruits should be 2-3 servings (1 serving = 1 medium sized fruit or 1 slice

of big fruit) while for vegetables it should be 3 servings ( 1 serving = Â½ cup cooked).

Also, the fifth message of the Nutritional Guidelines for Filipinos 2000 (NGF 2000)

encourages Filipinos to eat more fruits, vegetables and root crops.( Food and Nutrition

Research Institute of DOST, 2000).

Nowadays, people are seeking for products/goods that are instant due to the fact

that most women are working that they don’t have enough time to prepare foods

http://www.best-home-remedies.com/articles/vegetable_importance.htm

http://www.best-home-remedies.com/articles/vegetable_importance.htm



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for their family. Processed juices are one of the considerations of most women.

Thus, the idea of extracting juices from three different vegetables such as lettuce,

carrots and spinach came into minds of the proponents of 3V enterprises,

composed mainly of Joanna Karizz Ambita, Carille Mae Sumagui, Jennelyn

Dinglasan, Mary Joyce Rolle and Jay Ffer Alegre. The business concerns mainly

of production and selling of vegetable juices that can serve not only as

refreshment but also as herbal medicine. The business is conceptualized due to the

fact that practically all vegetables make good juices, but some bitter than others.

Vegetable juices soothe jaded nerves and gently carry away toxic matter andaccumulated waste products. They are best taken at least half an hour or more

after meals. They should not be taken before meals or near the same time as fruit

juices. Many common ailments respond favorably to raw vegetable juices.

Statement of the Problem

The purpose of this study is to determine the feasibility of producing and selling

juices out of lettuce, carrots and spinach.

Specifically, this study will seek answers to the following questions:

A. Organization and Management Aspect

1. How will the business be organized?

2. How will the business be managed and operated?

3. What are the experiences and qualifications needed for each position in

the organization?



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4. What are the duties and responsibilities of each member in the

organization?

5. What are the management policies and regulations will be adopted to

operate the business?

B. Marketing Aspect

1. What are the strategies that can be applied to come up with the unique

features/characteristics of the products?

2. What are the pricing strategies that can be used for the proposed products?

3.

What are the promotional strategies that can be implemented to attract thetarget market?

4. How should vegetable juices be distributed?

C. Production/ Technical Aspect

1. What is the production procedures involved in producing vegetable juices?

2.

Who will be the suppliers of working materials?3. What staff is needed and what are the qualifications?

4. What will be the production capacity of the proposed business?

D. Financial Aspect

1. Who are the sources of capital for the proposed business?

2. How much is the total capital requirement needed to start the business?

3. What is the profitability of operating the business in Cavite?

E. Socio-Economic Aspect

1. What will be the proposed business’ social responsibility?

2. What is the economic impact of the proposed business in the society?



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Objectives of the Study

This study will be conducted to evaluate the feasibility of operating a business

engaged in the production of vegetable juices out of lettuce, carrots and spinach.

Specifically, this study aims to:

Organization and Management Aspect

This study will describe the ways/techniques on how the business will be

organized, specifically the organizational structure of the business and the form of

business organization that will be adopted, the experiences and qualifications needed for

each position in the organization, the duties and responsibilities of each member in the

organization and the management policies and regulations that will be practiced.

Marketing Aspect

The proposed business will develop proper marketing programs and implement

marketing strategies to be able to penetrate the target market, as this will also discuss

different product strategies, pricing strategies, promotional activities, and distribution

channels that will be used to reach the target consumers.

Production/ Technical Aspect

This study will describe the processes involved in the production of vegetable

juices out of lettuce, carrots and spinach. This will also determine the sources of materials

needed in production, the staff needed to meet the production requirements, and the

capacity of the business to produce vegetable juices.



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Financial Aspect

This study will identify the sources of capital and the amount of capital required

to start the operation of the proposed business. More importantly, this study will evaluate

the profitability of operating a vegetable juice business out of lettuce, carrots and spinach

in Cavite.

Socio-Economic Aspect

The social responsibility of the proposed business in terms of helping different

sectors in the community and the economic benefits that will be gained by our society

will be presented in this study.

Significance of the Study

One of the most promising business ventures today is the food sector and those

that can offer health benefits to consumers. It is for this reason that this study will be

conducted, that is, to develop vegetable juices made primarily from lettuce, carrots and

spinach. Valuable information could be provided to would-be entrepreneurs who wish to

engage in the food business. People who find this study a potential business could use the

information contained in this study. In this study, entrepreneurs could find new ways of

making juices using vegetables with high nutrient contents.

Scope and Limitation of the Study

The business will be engaged in the production and selling of vegetable juices

made from lettuce, carrots and spinach. The actual business launching will commence on

March 2010. The products will be initially distributed to target consumers in selected



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upland areas of Cavite, namely: Dasmarinas, Bacoor, Trece Martires City, GMA and

Imus. Once the market is established, the products will be marketed to vendors in other

areas of Cavite.



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Chapter II

EXECUTIVE SUMMARY

2.1. HIGHLIGHTS

2.1.1. PROJECT BACKGROUND

Name of Proposed Project: 3V Enterprises

Nature of Business: Manufacturing of Vegetable Juice (VegeTrio)

Type of Business Organization: Sole ProprietorshipLocation of Project: Brgy. Fatima, Dasmarinas, Cavite

Proponents: Joanna Karizz M. Ambita

Carille Mae Sumagui

Jennelyn Dinglasan

Mary Joyce Rolle

Jay Ffer Alegre

2.1.2. ORGANIZATION AND MANAGEMENT FEASIBILITY SUMMARY

The organizational structure that will be adopted will reflect the different

responsibilities and obligations of each personnel. 3V Enterprises will adopt

different principles which will serve as part of management policies and

regulations.

2.1.3. MARKETING FEASIBILITY SUMMARY

The target market of the proposed project will be the prospective consumers in

Dasmarinas, Cavite because it is the most populated town in Cavite. It will also target the



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neighboring towns such as Imus, Bacoor, Trece Martirez, and GMA. The proposed

business will adopt direct marketing channel or zero level channel in distributing the

products and also utilize the use of middlemen, if necessary. To catch market, the

products will be promoted using advertising tools such as leaflets and tarpaulins. Giving

of samples will also be implemented. Cost-based pricing strategy and mark-ups will be

used to determine the price of the product.

2.1.4. PRODUCTION/TECHNICAL FEASIBILITY SUMMARY

3V Enterprises will utilize the best processes of making juice based on the

standard processes adopted by leading manufacturers of juices in the Philippines.

Choosing the best suppliers of vegetables, as their raw materials, and being efficient

and effective in producing the products will also be practiced.

The manufacturing site of 3V Enterprises will be at Brgy. Fatima, Dasmariñas,

Cavite. This was chosen because of its low rental fee and accessibility to prospective

market.

2.1.5. FINANCING AND FINANCIAL FEASIBILITY SUMMARY

The proposed business will initially start its operation with a minimum capital of

Php2,224, 666.10 that can be recovered within three years.

2.1.6. SOCIO ECONOMIC FEASIBILITY SUMMARY

Every business endeavors require a lot of considerations, not only its ultimate

goal which is to gain profit but also its moral obligations and social responsibility. The



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business owner must always bear in mind these important aspects to be able to reach the

top. The proposed business will help generate employment.

2.2. CONCLUSION TO FEASIBILITY

The proponents concluded that establishing 3V Enterprises in Bgy.

Fatima, Dasmarinas, Cavite, with Vege Trio as their product, is feasible because

of the size of population, which will serve as their prospective market/buyers. The

fact that the business can also cater to the needs of the prospective market in its

neighboring towns, contribute to the viability of the business.



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Chapter III

THE PROJECT BACKGROUND

3.1 Project Proposition

3.1.1. Project Proponents

The business proponents will be composed of five marketing management

students, namely: Joanna Karizz M. Ambita, Carillle Mae Sumagui, Jay Efer V. Alegre,

Jennelyn Dinglasan and Joyce Rolle. Table 1 shows the of the proponents, their

nationality and addresses.

Table 1. The proponents, 3V Enterprises

NAME NATIONALITY ADDRESS

Joanna Karizz M. Ambita Filipino Silang, Cavite

Carille Mae Sumagui Filipino Amadeo, CaviteJay Ffer V. Alegre Filipino Tagaytay City, Cavite

Jennelyn Dinglasan Filipino Mendez, Cavite

Joyce Rolle Filipino Imus, Cavite

3.1.2. Registration and Acquisition of Licenses

The business will make use of the basic requirements of any business enterprise

before the start of the operation. First, the proponents will seek approval from Bgy.

Fatima Dasmarinas, Cavite. Second, to secure Tax Identification Number (TIN) from the



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Bureau of Internal Revenue (BIR) District Office in Dasmarinas, Cavite, then the

registration with the Department of Trade and Industry (DTI) for Business Name

Certificate will be followed. The application for business permit and license from

Dasmarinas, Cavite will be followed immediately and get sector specific clearance from

the Bureau of Food and Drugs (BFAD). The proponents will then register with the

Bureau of internal Revenue (BIR) District Office for Authority to Print Invoice and Book

of Journal. Registration of the business with the following offices for compliance and to

foster good employer-employee relationships, incentives and benefits, and social

responsibility, and environment responsibilities: Social Security System (SSS);Department of Labor and Employment (DOLE); Philhealth; PAG-IBIG; Department of

Environment and Natural Resources (DENR) will also be done.

3.1.3. Sources of Capital

The financing scheme of the proposed business will be based on the amount that

the owners will invest. Joanna Karizz M. Ambita will invest Php2,224,666 which will

come from her own savings.

3.2 Proposed name of the Business

Business name is one of the most essential parts of every business. The major

attraction of every business lies on its name as it will bring the consumers enough recall

and identification. Choosing a business name surely requires a comprehensive analysis to

be able to come up with a precise one. When choosing a business name, there are two

things to consider; the business name’s marketing potential and its legal elements.



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The proposed name of the business is “3V Enterprises”. The name was derived

from three kinds of vegetables which will be used in producing vegetable juices, wherein

“3” stands for lettuce, carrots and spinach, while “V” stands for vegetables. The word

“enterprise”, of course, reflects that it is a business, that it involves business operations ,

and that its aim is to gain profit and to perform its moral obligations and responsibility.

3.3. TYPE OF BUSINESS ORGANIZAT ION

The business will be operated solely by Joanna Karizz M. Ambita, who will be

the owner of the proposed business; hence, sole proprietorship will be the type of

business organization of the proposed project. The advantages of this type of business

organization are mainly the reasons of its existence. The main advantages of a sole

proprietorship are that they are easy to start up, they are subject to fewer regulations

relative to other types of businesses, the owner has full autonomy with regard to business

decisions, and they are easy to discontinue. Another advantage is that one takes all the

profits of the business. This is the main reason that most businesses are of this type. A

sole proprietorship is not a corporation; it does not pay corporate taxes, but rather the

person who organized the business pays self employment taxes on the profits made,

making tax filing much simpler. A sole proprietorship also does not have to be concerned

with double taxation, as a corporate entity would. A sole proprietor usually has a quick

decision process and doesn't have any opposition when making a decision as he or she

has total control of his business. All profits and losses accrue to the owner. The owner

does not have the tension regarding conflicts among the partners as there are no partners.

Also it's easy to set up, with having little paper work to fill in and little money spent on

setting up, this is one of the easiest types of business to start.

http://en.wikipedia.org/wiki/Corporate_tax

http://en.wikipedia.org/wiki/Profit_(accounting)

http://en.wikipedia.org/wiki/Double_taxation

http://en.wikipedia.org/wiki/Company_(law)

http://en.wikipedia.org/wiki/Company_(law)

http://en.wikipedia.org/wiki/Double_taxation

http://en.wikipedia.org/wiki/Profit_(accounting)

http://en.wikipedia.org/wiki/Corporate_tax



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2.4 LOCATION OF THE BUSINESS

The “3V Enterprises” will be located at Brgy. Fatima, Dasmarińas, Cavite. The

location was chosen because of its accessibility. There will be no direct competitors

wherein the project will be based. Even though there are convenience and sari-sari stores

in the place, still the project will be the only one that will be engaged in the production

and marketing of vegetable juices, wherein some of the stores will serve as their target

market. At the same time, choosing the location is also due to the lower rental fee.



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CHAPTER 4

ORGANIZATION AND MANAGEMENT

4.1. Organizational Structure

The company will adopt a Line and Staff Structure – though line structure is

suitable for most organizations, especially small ones, it is not effective for larger

companies. This is where the line and staff organizational structure comes into play.

Line and structure combines the line structure where information and approvals come

from top to bottom, with staff departments for support and specialization. Line and

staff organizational structures are more centralized. Managers of line and staff have

authority over their subordinates, but staff managers have no authority over line

managers and their subordinates. The decision making process becomes slower in this

type of organizational structure because of the layers and guidelines that are typical to

it and the formality involved.

Figure 1 shows the organizational structure of the proposed business.



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The proposed business will be managed by its owner and the other managerial

functions will be divided according to expertise/specialization of its employees.

4.1.2. JOB DESCRIPTIONS, SPECIFICATIONS AND QUALIFICATIONS

The general manager will be Joanna Karizz M. Ambita, who will be at the same

time the owner of the business. The qualifications and responsibilities will be as follows:

Qualifications

Preferably a degree in Business Management or equivalent level of experience.

Skills and Experience

A minimum of 5 years business experience. Demonstrable record of success at a senior level within a general management role in acomparable organization, preferably including the management of conservation and technical staff.

OWNER/MANAGER

FINANCEMANAGER

PROD'N/HRMANAGER

3 WORKERS

HUMAN RESOURCE

MANAGER

MARKETINGMANAGER



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Wide commercial experience, preferably in the voluntary sector includingfinance, business management, human resources and IT. Proven ITcompetence in financial packages i.e. Sage

Strong interpersonal skills, with the ability to manage and develop staff

creating good team work.

Ability to develop, implement, manage and monitor effective business andfinancial systems and procedures

Experience and understanding of human resource practices, policies andprocedures

Previous experience of Health and Safety policies, procedures andpractices

Personal Characteristics

An enthusiastic leader with a demonstrative personality, conduct andcredibility to set, maintain and exceed consistent high quality standardscommensurate with organizational expectations.

Sound analytical and computer skills

An ability to communicate at all levels

Target driven - with the ability to work to, and set, timely performancegoals/targets and clear objectives

A strategic thinker

A motivational and supportive management style

An excellent communicator

An experienced networker

An interest in, and empathy with, farming, the environment andconservation

Strong individualist and decision maker with high determination tosucceed



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Sense of humor

A current driving license

Duties and Responsibilities:

o Manage and coordinate work of the process managers working under theGM.

o Devise and plan company policies, and discus them with the topmanagement for final approval.

o Develops guidelines of operation for certain processes, which are directlyunder his authority.

o Devise and set up an annual budget and fiscal plan, and present it beforethe board of directors.

o Prepare elaborate reports of the functioning and all the company

departments, and submit the reports to the top management for practiceperformance review.

o Travel on a national and international level to visit potential clients anddiscuss business with them.

o Play an important part in recruiting and training process managers underhim.

o Impart training to new practice managers regarding how to increaseemployee performance.

o Discuss the plans and marketing strategies with sales managers to increasethe company profits.

o Make sure that all departments and practices are working as anticipated by

the company's annual plan.o Determine staffing requirements, and interview, hire and train new

employees, or oversee those personnel processes.

The finance manager will be Carille Sumagui. The qualifications andresponsibilities will be as follows:

Qualifications:

o Bachelor's degree in business related courses + 2 years experience in

business or closely related field.o Degree holder or professional accountancy qualification and CPAo Minimum 5 years commercial experienceo 2 years of external audit experienceo Good communication skillo High degree of integrity and initiativeo At least two years of related experience in managerial position

http://www.buzzle.com/articles/employee-performance/

http://www.buzzle.com/articles/employee-performance/



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o Cost control/reduction/management background.

o Ability to calculate figures and amounts such as discounts, interest,proportions, percentages, area, circumference, and volume. Ability toapply financial ratios and calculation in order to make assessments and

projections.


o Full spectrum of financial functions including closing and review of monthlyaccounts

o External relations - bankers, auditors o Internal relations - team members, restaurant managers & head office staff o Statutory accounts & audit compliance o Supervision of direct reports o

Hands on in operation and strong in business acumen o Internal Control compliance and improvement including documentation of

SOP o Cash flow management o Preparation of budget and operations review o Full spectrum of human resource and administration function o Other duties and ad-hoc project assignment

The Marketing Manager will be Joyce Rolle . The qualifications andresponsibilities will be as follows:

Qualifications:

o 5 years of progressively more responsible positions in marketing,preferably in a similar industry in two different firms.

o Experience supervising and managing a professional staff. o Bachelors Degree in Marketing or a related field required. o Strong effective communicator. o Highly developed, demonstrated teamwork skills. o Ability to coordinate the efforts of a large team of diverse creative

employees. o Demonstrated ability to increase productivity and continuously improve

methods, approaches, and departmental contribution. o Commitment to continuous learning. o Expert in Internet and social media strategy with a demonstrated track

record. o Demonstrated effectiveness in holding conversations with customers,

customer evangelism, and customer-focused product development andoutreach.



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o Demonstrated ability to see the big picture and provide useful advice andinput across the company.

o Ability to lead in an environment of constant change. o Experience working in a flexible, employee empowering work

environment. Structured or large company experience will not work here. o

Familiarity and skill with the tools of the trade in marketing including PR,written communication, website development, market research, productpackaging, Microsoft software suite of products, visual communicationsoftware products, and creative services.

o Experience managing external PR and communication consulting firmsand contractors.

o Experience in the global marketplace is a plus.


o Research and evaluate new product opportunities, demand for potentialproducts, and customer needs and insights.

o Develop overall marketing strategy and execution of plans for the existingproducts.

o Work with product development teams to manage new product development.o Manage launch campaigns for new products.o Manage distribution channels for products.o Ensure effective, branded marketing communications including the company

website, print communication, and advertising.o Manage media and marketing staff and external PR agencies.o Analyze the effectiveness of all marketing efforts.

The production manager will be Jennelyn Dinglasan . The qualificationsand responsibilities will be as follows:

Qualifications:

o Bachelor's degree in business/marketing related courses + 2 yearsexperience in business or closely related field.

o At least two years of related experience in managerial positiono Motivator with excellent leadership / team building skillso Excellent communicatoro

Excellent organizational skillso System optimization skills with good strategic business awarenesso Able to drive changeo Problem solving skills and positive "can do" attitudeo Good ICT skills



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o oversee the production process, drawing up a production schedule;o ensure that the production is cost effective;o make sure that products are produced on time and are of good quality;o work out the human and material resources needed;o draft a timescale for the job;o estimate costs and setting the quality standards;o monitor the production processes and adjusting schedules as needed;o be responsible for the selection and maintenance of equipment;o monitor product standards and implementing quality-control programs;o liaise among different departments, e.g. suppliers, managers;o work with managers to implement the company's policies and goals;o ensure that health and safety guidelines are followed;o supervise and motivate a team of workers;o review the performance of subordinates;o identify training needs.

Jay Ffer Alegre will be the Human Resource Manager, whosequalifications and responsibilities will be as follows:

Qualifications:

o Bachelor’s Degree in a HR or a related field

o at least six years direct experience including supervision. o Experience with HR start-upso Experience with Compensation Development and Implementationo Experience with Performance Management Toolso Proficiency in all Microsoft Office application is desired.


o Selects and assigns staff, ensuring equal employment opportunity in hiringand promotion.

o Coordinates activities by scheduling work assignments, setting priorities,and directing the work of subordinate employees.

o Evaluates and verifies employee performance through the review of completed work assignments and work techniques.o Identifies staff development and training needs and ensures that training is

obtained.o Ensures proper labor relations and conditions of employment are

maintained.o Maintains records, prepares reports, and composes correspondence

relative to the work.



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o Completes necessary performance assessments of subordinate staff.o Supervises and participates in such activities as the classification of

positions, preparation of class specifications, job analyses, and preparationof examinations, evaluation of applicants, research, test validation,compensation studies, labor relations, recruitment, and manpower

forecasting.o Directs the development or selection of training materials such as traininghandbooks, demonstration models, multimedia visual aids, referenceworks, etc.

It is assumed that the business will hire additional two (2) workers every two

years to sustain the production capacity and to provide the demand of its market.

4.2. MANAGEMENT PROPOSAL

4.2.1 Vision

People: Be an enormous place to work where employees will be inspired and be

at their best.

Partners: Foster a winning network among customers and suppliers.

Community: Be a responsible citizen and promotes social responsibility and

moral obligations.

Profit: Maximize long-term return while being mindful of our overall duties and

obligations.

Productivity: Be a fast-moving organization.

4.2.2. Mission

Our Roadmap starts with our mission, which is lasting. It declares our purpose as

a company and serves as customary.

To make people satisfied and healthy through our products...



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To create value and make difference.

4.3. COMPANY POLICIES

The management of the proposed business shall be under the provisions of the

owner being the general manager also. However, different principles will be appliedwhich will also serve as the business policies. These will be as follows:

o Division of work. Specialization increases output by making employeesmore efficient.

o Authority. Managers must be able to give orders. Authority gives themthis right. Note that responsibility arises wherever authority is exercised.

o Discipline. Employees must obey and respect the rules that govern theorganization. Good discipline is the result of effective leadership, a clearunderstanding between management and workers regarding the

organization's rules, and the judicious use of penalties for infractions of the rules.o Unity of command. Every employee should receive orders from only one

superior.o Unity of direction. Each group of organizational activities that have the

same objective should be directed by one manager using one plan.o Centralization. Centralization refers to the degree to which subordinates

are involved in decision making. Whether decision making is centralized(to management) or decentralized (to subordinates) is a question of properproportion. The task is to find the optimum degree of centralization foreach situation.

o Scalar chain. The line of authority from top management to the lowestranks represents the scalar chain. Communications should follow thischain. However, if following the chain creates delays, cross-communications can be allowed if agreed to by all parties and superiorsare kept informed.

o Order. People and materials should be in the right place at the right time.o Equity. Managers should be kind and fair to their subordinates.o Stability of tenure of personnel. High employee turnover is inefficient.

Management should provide orderly personnel planning and ensure thatreplacements are available to fill vacancies.

o Initiative. Employees who are allowed to originate and carry out plans willexert high levels of effort.

o Esprit de corps or synergy. Promoting team spirit will build harmony andunity within the organization.

Policies are important in any business enterprise which will serve as guide

and basis to effectively operate the company. This will also serve as



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communication tools to let the employees know about the rules and regulations of

the company.

4.3.1. Policies on Hiring

The proposed business will recruit and employ workers on the basis of

their qualifications and all applicants must submit completely all the

requirements such as Police Clearance, NBI Clearance, and copy of Birth

Certificate, high School / College Diploma /and Medical Certificates.

4.3.2. Policies on Health

The management of the 3V Enterprise will be responsible for the financialand medical needs of the employees in case they get sick. Regular employees are

automatically entitled to Phil Health.

4.3.3. Security Measures

The location of the business 3V is safe to every customer and also to the

employees but it is required to hired guard in order to maintain the safety of

customers and employees and they are in charge in monitoring all the people

entering the store.

4.3.4. Policies Hours and Days of Work

The store business hours are from 8:00 AM to 5:00 PM Monday to

Saturday. Employees are inclusive of one hour for lunch period and eight (8)

working hours.

4.3.5. Work Schedule

All employees will work eight (8) hours a day and six (6) days a week.

Starting 7:00 AM to 4:00 PM. Employees will be provided one hour break for

lunch and 15- minutes coffee break in the morning and afternoon.



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4.3.6. Overtime Work

Overtime work shall be allowed if needed. Employees who rendered

overtime shall receive overtime pay.

4.3.7. OTHER BENEFITS

4.3.7.1. Medical Benefits

Medical Assistance will be implemented and can be enjoyed by all employees.

4.3.7.2. Recreational Activities

These include activities such as sports activities, exercise activities,

Christmas party. These are for the employees’ benefits to develop their self

confidence, loyalty and cooperation to everyone and also to boost their morale.

4.3.7.3. Seminars/ Trainings

Seminars will be conducted for the employees to understand the relevance

of workers’ contribution to the organization. Trainings will also help them learn

new skills and become a valued asset in the organization.

4.3.7.4 Incentives/ Giveaway

Employees are entitled to incentives/giveaways as motivation.

• Health care Benefits, including SSS, Phil health, retirement

plans.

• Health Life Insurance, Life Insurance, Disability Insurance,

Vacation employees, Stock ownership plans.



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CHAPTER 5

MARKETING FEASIBILITY

Marketing is very crucial in every businesses, it makes the business profitable.

Through this, there will be more customers that may encourage visiting the business, not

only to buy and patronize the products but also to invest and be part of the business

3V Enterprises will use different marketing strategies from product development

stage, pricing, promoting and distributing the products. Highlights of the promotional

strategies will include word of mouth, referrals, some traditional advertisements such as

flyers, brochures and tarpaulins, and E Media such as webpage/site.

5.1 MARKET DESCRIPTION

Dasmariñas, Cavite is known as the melting pot of Cavite. It is the 11 th largest

city in the Philippines and has 559,330 size of population. The municipality is also

known as one of the fastest growing municipalities in the province of Cavite and has

numerous commercial establishments. Hence, establishing a business enterprise in this

area is viable and has a large tendency to be profitable.

Final Consumers



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The potential target markets for vegetable juices are the final consumers

located in Dasmarinas, Imus, Bacoor, Trece Martirez, and GMA. However,

middlemen will also act as distributors of product to reach the end users. The

end-users of the products are fond of drinking instant juices, usually belonging to

low and middle income families. Specifically, the target consumers are those who

prefer their juices without artificial flavorings.

A number of benefits will be gained by the customers and end-users. The

affordability of the product when compared to other juices in the market is the one of the

strategies to enter the industry. The special characteristic/feature of the product which is

to prevent hair loss is one of the major attractions in the product. This will bring more

profit to customers and savings for the end-users. The most important benefit of the

product is the health benefit that could be attained by its end-users since vegetable juice

nutritious. End-users who are health-conscious and who have health problems relating to

hair loss, and the vegetarians, and the overweight people which limit or prevent them

from drinking soft drinks will have a healthy alternative to other juices in the market. The

proposed business will be located at Dasmariñas, Cavite. That after conducting survey,

the business found out that 79% of the total population suffers from hair loss, in which

45% are male and 34% are female. That from ages 18-60, people here are looking for

medicines that will prevent them from hair loss.

Business-to-business Market

The proposed business, 3V Enterprises belongs to the food processing

industry. The initial targeted geographical areas for the proposed business include



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Dasmarinas, Imus, Bacoor, Trece Martires, and GMA. The

middlemen/vendors/retailers of juices are the target market for vegetable juices.

5.2. DEMAND

The target areas, being highly populated and consisting not only of residential but

also commercial areas with schools/universities, major government offices, private

establishments, malls and factories among others, the demand for the product is expected

to be high. Total demand per year is pegged at 1,634,538 bottles per year of Vege Trio;

this is equivalent to about 4 percent of the estimated market share which is about

65,381.52 bottles/year. When converted to daily production rate, the maximum

production per day will be 272.42 bottles per day.

5.3. SUPPLY

The raw materials needed by the business will be bought at Dasmarinas Public

Market located at . The market was open every

. The ingredients that will be used are carrots, spinach and lettuce. On days when

the market is closed, the proponents will purchase their raw materials in Tagaytay City.

5.4. DEMAND-SUPPLY ANALYSIS

Target

Area

Pop. Of

Market

Ave. Products

Sold/Yr

Demand for

Products

Demand for

Products

Total

Demand

Vendors

per day (.05% of

Pop.)

per year (.05% of

Pop.) per Year

Dasmarina

s 78 66288 2,781.65 667,596.00 601,308.00



28

GMA 40 5136 683.07 163,935.60 158,799.60

Imus 66 22320 1,265.79 303,789.60 281,469.60

Bacoor 70 40416 2,205.99 529,436.40 489,020.40

Trece 28 4272 450.89 108,212.40 103,940.40

Total 138432 7,387.38 1,772,970.00

1,634,538.0

0

The estimated market share for 3V Enterprise can be calculated as follows:

Total Demand per Year = 1,634,538 bottles per year

Estimated share = 4% which is equivalent for 65,381.52

bottles/year

When converted to daily production rate, the maximum production per day willbe 272.42 bottles per day

5.5. General Marketing Practices

The marketing mix is the set of marketing tools that 3V Enterprises will use to

pursue its marketing objectives in the target market. 3V Enterprises will use different

advertising tools during its opening day to attract prospective consumers.

5.5.1Product

Vegetable juice will be offered to target customers in bottles.

The vegetable juice will be packaged in bottles with sealed cover. The

packaging will have an attractive sticker label which contains the logo

of the company, campaign slogan, nutritional content, and other

product features.



29

Despite the rapid success of beverages throughout the world, it

had been condemned because of the serious nutritional and cultural

questions regarding the material used to produce juices. This will bring

an added value to vegetable juice because, as a vegetable, the product

will be a healthy substitute to soft drinks plus the fact that it will be

offered at a much lower price than soft drinks.

5.5.2. Place

The product will be initially distributed to end users and market

vendors in Dasmarinas, Imus, Bacoor, Trece Martirez, and GMA.

Upland Cavite will be the recipient of greater bulk of the product.

As the location of the business is situated geographically near

the target market, the finished products can be easily transported to the

neighboring areas.

5.5.3. Promotion

A critical marketing mix tool is promotion. This includes the

various activities the company undertakes to make the product attractive,

hence stimulate the interest of the consumers, and persuade them to buy

the products.

5.5.3.1. Advertising

The proposed business will be adopting different promotional

techniques to attract prospective buyers. One of these techniques will be

“word-of-mouth”, which is considered as effective yet cheapest tool of



30

promotion. There will be no costs incurred in this type of promotion, only

the consumers must have positive feedback on the products.

The proposed business will also be utilizing flyers, brochures and tarpaulins aspart of their promotional tools. Flyers are inexpensive to produce and are regarded as a

very effective form of direct marketing. Their widespread use intensified with the spread

of desktop publishing systems. Recently, fly posting (pasting flyers to walls) has been

banned in many places, causing concern among media activists and ordinary citizens.

However, citizens concerned with the appearance of urban neighborhoods support the

ban. In this case, flyers will be given away personally by the proponents of the business

to prospective buyers. The brochure (also referred to as a pamphlet) that will be used by

the proposed business is a type of leaflet. These will be placed at places that prospective

buyers frequently visit, or other points of interest of target market. The brochure style that

will be used will be the bi-fold (a single sheet printed on both sides and folded into

halves) single sheet brochures. Tarpaulins will also be used, since this may gain attention

of prospective buyers.

5.6. PROPOSED MARKETING PROGRAM

3V Enterprises will be known through the different strategies that the business

will use. Different promotional techniques will highlight the marketing programs. The

business assumed that after two years they will participate in some business displays and

will use newspaper and other journals to promote the products and the company as well.

http://en.wikipedia.org/wiki/Desktop_publishing

http://en.wikipedia.org/wiki/Flyposting

http://en.wikipedia.org/wiki/Pamphlet

http://en.wikipedia.org/wiki/Pamphlet

http://en.wikipedia.org/wiki/Flyposting

http://en.wikipedia.org/wiki/Desktop_publishing



31

Product Uniqueness

3V Enterprises will be the first business enterprise in the Philippines that will

produce vegetable juice. In general, vegetable juices are recommended as supplements to

whole vegetables, rather than as a replacement. However, the actual nutritional value of

juices versus whole vegetables is still contested. Studies showed that 3/4 cup of 100%

vegetable juice is equivalent to one serving of vegetables. This is upheld by a recent

study, which found that juices provide the same health benefits as whole vegetables in

terms of reducing risks of cardiovascular disease and cancer. Another study has found

that drinking vegetable juice reduces risks of Alzheimer's disease by 76%.

Many popular vegetable juices, particularly lettuce, carrots and spinach, are high

in sodium, and therefore consumption of them for health must be carefully considered.

The marketing slogan of “ ”

conveys the social responsibility of the company to its consumers and distributors and amove to build the company’s general image to the community. This message will be

consistently communicated in the products’ packaging and promotional materials that

will be utilized by the company.

Pricing

In setting the price of the product, the proponents will adopt the cost-based

pricing strategy, wherein all the costs incurred in producing the products will be

http://en.wikipedia.org/wiki/Cardiovascular_disease

http://en.wikipedia.org/wiki/Cancer

http://en.wikipedia.org/wiki/Alzheimer%27s_Disease

http://en.wikipedia.org/wiki/Alzheimer%27s_Disease

http://en.wikipedia.org/wiki/Cancer

http://en.wikipedia.org/wiki/Cardiovascular_disease



32

considered. The production cost of the product will be computed based on the initial cost

of the product and the packaging cost. The production cost per unit will be PhP18.00.

Mark-up cost of the products will be determined after production cost has been

computed therefore, proposed price of the products will be PhP27.00 with a markup of

50%.

The proponents will also use the competitor-based pricing strategy, wherein the

proponents will consider the prices of the competitors. This was the reason why the

selling price of the product is much lower considering the mark-up of 50%.

5.6.1. CHANNELS OF DISTRIBUTION

The proposed business will use two different types of channel of distribution to reach the

final consumers or end-users. The distribution of products will be from manufacturer to

Final

Consumer

Manufacturer

Retailer



33

retailer to final consumer (one-level channel) and manufacturer to final consumer (zero-

level channel).

The proposed business will buy a second hand L300 that will be used in

delivering the juices to its client in other places.



34

CHAPTER 6

PRODUCTION FEASIBILITY SUMMARY

6.1 PRODUCT

Although the actual nutritional benefits of vegetable juice are contested, a recent

study found that drinking vegetable juice daily significantly increased drinkers' chances

of meeting the daily recommended number of vegetable servings. Having an easy source

of vegetables encouraged drinkers to incorporate more vegetables into their diets.

However, nutrition contents of the product are shown below:

Nutrition Data

Table ____ shows the product features/characteristics.



35

PRODUCT CHARACTERISTICS

Vegi Trio Size: 235 ml

Color: orange

Appearance:

6.2 PRODUCTION PROCESS



36

Figure : Production Process of VegeTrio Juice

Weighing of vegetables

Preparation of Raw Materials

Weighing of Vegetables

Washing

Peeling of Carrots

Extracting

Straining

Mixing

Heating

Include Preservatives

Cooling

Filling

Bottling

Capping

Quality Control

Putting of Expiration Date

Packaging

Labeling



37

Washing of vegetables that includes the peeling of the carrots

Extracting of vegetables using their own extractors

Straining of each vegetables

Mixing of extracted juices including the adding of water, sugar, sodium

bensuate and xantham gum as the preservative

Heating of mixed juice for the chemicals to combine with the juice

Transferring of juice into cold place

The juice will be put into Filling machine

Bottling

Capping which includes the Quality control of the product

Packaging

Labeling

6.3 MATERIAL HANDLING DESIGN

Material handling design is the art and science of moving, packing and storing

of substances in any form. It is the art and science of conveying, elevating,

positioning, transporting, packaging and storing of materials. Materials handling

creates time and place utility. It is responsible for the movement and storage of

material at the lowest possible cost through the use of proper methods and

equipments. It also saves money, time and place. In effect, materials handling is

important to manufacturing operations.For Vege Trio, the materials manufactured will be unloaded, moved through

inspections and production operations to stores and finally to the shipping

department. These movements do not add value to the product but they do add value



38

to the cost. The material handling system of the project matches the plant layout to

enhance effectiveness of each other. The efficient operation of appropriate material

handling methods adopted by the proponents for this project aimed to reduce costs

and enable maximum capabilities to be derived from a given production facility.

6.4. TECHNOLOGICAL ASSISTANT

The proposed business will employ a Nutritionist and a Chemist. The nutritionist

will handle raw materials selection and procurement. She will also make sure that the

product has the necessary nutrients prescribed for bottled juices, as required by the Food

and Drug Administration. An on-call Chemist will also be employed to make sure that

the formulation of the juice will remain as it is all throughout production. He will

likewise be the one in charge of determining and formulating the raw materials to extend

the shelf-life of the product.

6.5. PROJECT SITE

The manufacturing site of 3V Enterprises will be at Brgy. Fatima, Dasmariñas,

Cavite. This was chosen because of the low rental fee and accessibility to prospective

markets.

6.6. PROJECT LAYOUT



39



40

6.7. PLANT SIZE AND PRODUCTION SCHEDULE

The manufacturing plant measuring 500 square meters consists of two floors; the

first floor is allotted for production will house the following: washing area, spinach,

carrots and lettuce storage area, calamansi storage area, refrigerator, maintenance room,

locker room, receiving area, lobby, showroom, chemical storage room, bottle storage

room, finished product storage room, weighing area, generator room, cooking area,

mixing area, centrifuge area, labeling area, capping area, bottling area, cooling area and

pumping/filling area, ; the second floor will house the managerial and administrative

offices, namely: manager office and conference room. Production schedule will be six (6)days a week at eight (8) hours a day.

6.8. BUILDING AND FACILITIES

The building is made of concrete consisting of two floors. The first floor houses

the production facilities and the second floor, administrative office and storage room. The

top floor is made of concrete roofing where the water tank and air-conditioning unit are

installed. The front and sides of the building is allotted for parking space.

Administrative offices at the second floor are fully air-conditioned while the first

floor has centralized air-conditioning system.

6.9. FLOOR PLAN



41

The main entrance is located at the right side of the building. Upon entering the

building, the lobby is located at the right while the show room is at the left side. The main

area is consisting of cooking area which is adjacent to the cooling area; the mixing area

adjacent to the filling area, and the centrifuge area across the bottling area.

The rest of the facilities are located at the sides of the building, these include: on

the left side, the finished product storage room, bottling area and chemical storage room;

on the right side, the spinach, carrots and lettuce storage area, washing area, , calamansi

storage area, maintenance room, and refrigerator. On the opposite sides of the main

entrance, generator room, weighing area, and fire exit is located.

6.10 MACHINERIES & EQUIPMENTS

6.10.1. Machines

1. Weighing Machine

2. Vegetables Washing Machine

3. Vegetables Extractors4. Centrifuge

5. Tumbler (Mixer)

6. Pumping Machine

7. Filling Machine

8. Compressor

9. Capping Machine

10. Expiration date Machine

11. Storage Tank

12. Reverse Osmosis

6.10.2. Equipment

1. Fire Extinguisher

2. Exhaust Fan



42

3. Casserole

4. GAs Stove

5. Gas Tank (LPG)

6. Generator

7. Pail

8. Strainer

9. Measuring Bowl

10. Refrigerator

11. Push Cart

12. Knife

13. Vegetable Basket

14. Jars15. Funnel

6.10.3. Machines Description

Vegetable washing machine – the machine is suitable for use in all kinds of

vegetable and fruits. There are the traits of large and effective cubage for washing,

high efficiency, saving water, continuous washing, simple operation, long using life.

The materials of the brush roller which have been processed with specials techniques

may be used for a long time and their wear proof capability is very good. Its model is

SHE-U131, which adopts full-automatic computer LCD-panel controlling system

with most updated ozone technologies possessing more multi functional programs.

This model is special to connect with the water-faucet to automatically pouring-in and

drawing out water, having turbo water spraying and no need extra materials to wash

vegetables.

Centrifuge machine . this machine consists essentially of a compartment spun

about a central axis to separate contained materials of different specific gravities or to



43

separate colloidal particles suspended in a liquid. It is also a machine in which solid

or liquid of different densities are separated by rotating them in a tube in a horizontal

circle. The denser particles tend to move along the length of the tube to a greater

radius of rotation, displacing the lighter particles to the other end.

Capping machine – the machine that secure most cap types into a wide

assortment of bottles type. The capping machine utilizes the latest technologies to

achieve the highest speeds and most accurately capped bottles on the market. Capping

machinery is available from a single head hand held chuck capper for low speed

capping all the way up to a high speed 30 head rotary chuck capping system.

6.11 UTILITIES

The life of the business will also depend on the supply of water and electricity.

The proponents will make sure that the business will be installed with the required

utilities. The proposed business will have electric power from Meralco while LWWUA

will be the one responsible for the installation of water supply.

6.12 RAW MATERIALS REQUIREMENT

The 3V Enterprises will get their supplies of vegetables from Divisoria and the

Bagsakan Centers of the Department of Agriculture. These were chosen because the

prices are sure to be low compared to other outlets; likewise, the vegetables are also

expected to be fresh. All the chemicals to be used will be provided by Rudolph Lietz

Incorporation, a well known local supplier located at Edison Ave. KM. 14 SLEX

Parañaque City.

Table ____. List of Suppliers of Raw Material



44

6.13 MANPOWER REQUIREMENT

The proposed project will be operated as a sole proprietorship wherein the five

students/entrepreneurs will share the different duties and responsibilities in the

management of the business.

Ms. Joanna Karizz Ambita will act as Owner/Manager of the business. She will

be responsible in managing and supervising the day to day operations of the business.

Likewise, she will be also responsible in implementing policies to improve the

operations.

Ms. Jennelyn Dinglasan will act as the Production Manager of the enterprise. She

will be responsible in implementing the production activities and monitoring the

availability of materials and ingredients needed. She will also responsible in purchasing

the needed raw materials and ingredients.

Ms. Carille Sumagui will act as Finance Manager of the enterprise. She will

handle the recording the financial transactions of the project and releasing the necessary

funds and in monitoring the financial performance of the enterprise.

Ms. Joyce Rolle will act as the Marketing manager of the enterprise. She will be

responsible in the formulation and implementation of strategies to generate sales.

Mr. Jay Ffer Alegre will act as Administration Manager of the enterprise. He will

be responsible in administrative and clerical duties necessary to run the business

MATERIAL SUPPLIER ADDRESS

Bottles Dasmariñas Spinach Farm E. Aguinaldo Highway,Dasmariñas Cavite

Additives Rudolf Lietz Quezon City



45

efficiently. He will serve as information and communication managers for an office; plan

and schedule meetings and appointments; organize and maintain paper and electronic

files; manage projects; conduct research; and disseminate information by using the

telephone, mail services, Web sites, and e-mail. He will also be responsible in handling

travel and guest arrangements.

6.14. WASTE DISPOSAL

The vegetable that will undergo extraction will be disposed of properly, wrapped

on trash bags and delivered to the nearest dumpsite. Other garbage can also be given tovegetable and animal farms located at Dasmarinas to fertilize their farms or as

poultry/piggery feeds.

6.15 PRODUCTION COST

The production of the product will be on a daily basis. The needed raw materials

such as carrots, lettuce and spinach will be purchase in Dasmarinas Public Market during

market day. The proponents hire one nutritionist and one on-call chemist to supervise in

the preparation of the product.

The total cost of production will include the cost of raw materials and indirect

materials. In the first year of the operation, the business incurred a total cost of PhP

while PhP was incurred in the second year of operation. In the

third year, the business incurred a total of PhP . It was observed that

on the third, fourth and fifth year of operation, the cost of production increased due to



46

.

6.16 SYSTEMS FORMS & DESIGN

Purchase order slip

Original receipt

Inventory form/sheet



47

CHAPTER 9

SOCIO-ECONOMIC FEASIBILITY

9.1 Social Responsibility

The project is considered as socially responsible as it aims not only to gain profit

but to serve the whole society as well. Social responsibility means the improvement of

the standard of living of the consumers and fulfills their satisfaction. The proposed

business will be located at Barangay Fatima Dasmarinas Cavite. The said business will

increase the rate of employment through providing job opportunities to those people whowere unable to attain higher education.

Having different suppliers of fresh and quality vegetables free from chemicals,

which are ready for consumption by the consumers, is also an advantage and reflects the

business’ advantage. Looking through the welfare of its employees, however, reflects the

moral obligations of the business.

9.2. Increase Government Revenue

A registration is always required for a business to operate, wherein the

government office would issue permits and licenses. Along this procedure, payment

should be made before a business can start. The project’s responsibility of paying taxes

helps to support the needs of the public. It makes the economy to be more productive

and to be progressive.

In order for 3V Enterprises start its operation, the following government

requirements must be secured:



48

9.2.1 Registration with Mayor`s Permit and other Municipal Licenses

9.2.2 Registration within Bureau of Internal Revenue

9.2.3 Sanitary Permit from the Provincial Environment Department

9.2.4 Registration with DTI

9.2.5 Registration with BFAD

9.2.6 Consultation with DOST

9.2.7 Registration and Acquisition of Licenses

9.3. Other Beneficiaries

9.3.1. Unemployed (Generation of Employment)

3V Enterprises will generate employment that may help the government solve the

problem on unemployment. Our project will set a fair compensation according to their

duties.

9.3.2. Consumers

It will satisfy the consumers’ needs. It will help the customers achieve a healthy body

Customers are guaranteed with the good and nutritious quality of

the product.



49



50

CHAPTER X

PROJECT IMPLEMENTATION AND TIMETABLE

10.1 GANTT CHART

2010

ACTIVITIES 1 2 3 4 5 6 7 8 9 10 11 12

PLANNING

1. Establishing goals & objectives

2. Allocation of capital

3. Gathering of information

4. Preparation of project proposal

5. Promotion

IMPLEMENTATION & CONTROL

1. Procurement of raw materials

2. Preparing the products

3. Delivery of the products4. Creating solutions to problems

encountered

5. Recording

6. Decision-making

7. Monitoring of the business



51

10.2 PERT



52



53

APPENDICES



54



55

Machineries and Equipment



56



57



58



59



60



61



62



63



64





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Documents

Super Final _fs