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Submitted by:
Submitted to:
Ms. Stephanie Joyce Relucio
Lyceum of the Philippines Manila
College of Business Administration
Table of Contents
I. Executive Summary 3
II. Introduction
i. General Company Business 4
ii. Vision
iii. Mission
iv. Objectives
v. Description of the business 5
vi. Description of products and services 6
V. Operational Plan
i. Production 27
ii. Manufacturing Process
iii. Personnel 28
iv. Inventory
v. Location
vi. Suppliers 29
Executive Summary
Ahabah Chocolate Incorporation aims to offer its products at a lower but competi-
tive price in order to meet the demand of our target market starting from lower middle
class to upper class.
Ahabah Chocolate Incorporation has P3,000,000.00 of its capital coming from the
incor-porators, investors and loaned P 1,000,000.00 from the Bank of the Philippines as a
ten-year loan. With this, Ahabah has a total of P4,000,000.00 as a capital to start up the
business.
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facturing of chocolates.
Vision
Our vision is a world in which every individual deserves a choco-
Mission
We seek to produce a high quality of chocolate at a competitive
Objectives
they said that it gives comfort and it relives the stress that they were facing Campos
O.(2016, July 9) Chocolate sales seen rising on millennials strong demand. Also, many
became addicted to chocolates not just because of the comfort that it gives but also the taste
that our brain would seek for. It allows a lot of opportunities in the field of business which
gives advantage to society. Many firm started to study and develop the taste of the different
type of chocolates so that it will be available to everyone starting from pre-teens to adult-
hood.
olates which are localized in the Philippines. We used the cocoa tablea that were produce
in the different cocoa plantation in the Philippines. One of our goal is to create high quality
Hersheys company which is the Reeses chocolate, Ahabah Chocolate Incorporation will
localize the said idea but we will give more focus on using a highly quality of ingredients
which came also from domestic products starting from cocoa tablea, Peanut Butter, milk,
and the other ingredients. It also adapts the idea of being nationalistic, that as a Filipino
we should give more emphasis in our local products so that we will always be reminded
who we are that our identity will not base on the countries that conquer us but we will
establish our own identity since we are a nation in which strong heart and being responsible
Milk chocolate is a stimulator, to the brain, to the emotions, and it also in-
crease your stamina
Milk chocolate is high in Vitamin B1, B2, D and E. It also contains potas-
sium and magnesium
Eating peanuts can reduce the risk of diabetes according to a study pub-
lished in the Journal of the American Medical Association.
Studies found peanuts lowered the risk of cardiovascular and coronary heart
disease.
Figure 1.2
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Marketing Plan
growth (Philippines Trends and Developments in the Confectionery Sector Market Re-
search Report Share, 2017). Many entrepreneurs started to invest in this kind of industry
due to its uniqueness especially when the products are Filipino made that will serve as the
asset of the company. With this idea it will be a great opportunity for the entrepreneurs to
enter in this kind of field also it gives support to our local products in the Philippines.
base, and will therefore concentrate its business and marketing to the people inside Intra-
muros, which will be the dominant target market. This will build a healthy and consistent
revenue base to ensure the growth and stability of the business. High visibility and com-
petitive products are critical to capture this segment of market. The total respondents of the
survey that we will implement will based on the population of Intramuros using Slovins
10,384
1 + (10,3840.052 )
=385.16
n=385
Where N= 10,384
E=0.05
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Target Market
muros as their target market. From lower middle class to upper class.
Trends
The range and variety of chocolates in the market starts to increase day
their products
that it gives.
Barriers
Demographics
Table 1 shows the distribution of respondents according to gender of the 400 re-
spondents 192 or 48% are male and 208 or 52% are female.
Table 1.1
Frequency Distribution Table of Respondents According to Age
Age Frequency Percentage(%)
16 3 0.75%
17 23 5.75%
18 82 20.5%
19 143 35.75%
20 84 21%
21 20 5%
22 17 4.25%
23 17 4.25%
24 7 1.75
28 4 1%
Total 400 100%
Table 1.1 shows the distribution of respondents according to age of the 400 re-
spondents, 3 or 0.75% are 16 years old, 23 or 5.75% are 17 years old, 82 or 20.5% are 18
years old, 143 or 35.75% are 19 years old, 84 or 21% are 20 years old, 20 or 5% are 21
years old, 17 or 4.25% are 22 years old, 17 or 4.25% are 23 years old, 7 or 1.75% are 24
years old, and 4 or 1% are 28 years old.
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Place
Table 2
Frequency Distribution Table of Respondents According to Purchase Frequency
Purchase Frequency Frequency Percentage
1-2 a week 220 55%
3-4 a week 138 34.50%
5-6 a week 30 7.50%
More Than 6 a week 12 3%
Total 400 100%
Table 2.1
Frequency Distribution Table of Respondents According to Market Place
Market Place Frequency Percentage
Convenience Store 198 49.4%
Grocery Store 54 13.6%
Mall 118 29.6%
Sari-Sari Store 25 6.2%
Public Maket 5 1.2%
Total 400 100
Table 2.1 shows the distribution of market place of 400 respondents, 198 or 49.4%
answered convenience store, 54 or 13% answered grocery store, 118 or 29.6% answered
mall, 25 or 6.2% answered sari-sari store and 5 or 1.2% answered public market.
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The marketing strategy that Ahabah Incorporation will use is distribution strat-
egy specifically indirect distribution in which our company will give focus on distributing
our products on convenience store around Intramuros and in SM Manila which based on
the survey, convenience store got the 49.4% of the total respondents and Mall got the 29.6%
of the total respondents. Strategically, we identified a lot of convenience store around In-
Figure 2
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Price
Table 3
Frequency Distribution Table of Respondents According to Average Spending
Average Spending Frequency Percentage
Less than P50.00 96 23.9%
P51.00 P75.00 147 36.8%
P76.00 P100.00 106 26.4%
P100.00 above 51 12.9%
Total 400 100%
Table 3.1
Frequency Distribution Table of Respondents According to Spending Appetite
Spending Appetite Frequency Percentage
Below P100.00 140 35%
P101.00 P150.00 167 41.7%
P151.00 P200.00 56 14.1%
P200.00 and above 37 9.2%
Total 400 100%
Table 3.1 shows the distribution of spending appetite of 400 respondents, 140 or
35% answered below P100, 167 or 41.7% answered P101.00 P150.00, 56 or 14.1% an-
swered P151.00 P200.00, and 37 or 9.2% answered P200.00 and above.
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to introduce our product in our target market efficiently and effectively. This involves the
low pricing of our product to attract our potential customers. The idea is that the business
will be able to raise awareness and get our target market to try the product. Even though
penetration pricing may initially create a loss for the company, the hope is that it will help
Product
Table 4
Frequency Distribution Table of Respondents According to Preferred Brands
Preferred Brands Frequency Percentage
Reeses 132 33.1%
Goya 42 10.4%
Hany 32 8%
Hersheys 86 21.5%
Cadburry 66 16.6%
Others 42 10.4%
Total 400 100%
Table 4 shows the distribution of preferred brands of 400 respondents, 132 or 33.1%
answered Reeses, 42 or 10.4% answered Goya, 32 or 8% answered Hany, 86 or 21.5%
answered Hersheys, 66 or 16.6% answered Cadburry and 42 or 10.4% answered others.
Table 4.1
Frequency Distribution Table of Respondents According to Preferred Taste
Preferred Taste Frequency Percentage
Plain 189 47.2%
With peanut butter 86 21.5%
With peanut 12 3.1%
With almonds 89 22.1%
With raisins 10 2.5%
With caramel 12 3.1%
Others 2 0.6%
Total 400 100%
Table 4.1 shows the distribution of preferred taste of 400 respondents, 189 or 47.2%
answered plain, 89 or 22.1% answered with almonds, 86 or 21.5% answered with peanut
butter, 12 or 3.1% answered with peanut, 12 or 3.1% answered with caramel, 10 or 2.5%
answered with raisins and 2 or 0.6% answered others.
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Table 4.2
Frequency Distribution Table of Respondents According to Preferred Shape
Preferred Shape Frequency Percentage
Cirlce 61 15.3%
Rectangle 132 33.1%
Heart 24 6.1%
Assorted Shape 183 45.4%
Total 400 100%
Table 4.2 shows the distribution of preferred shape of 400 respondets, 183 or
45.4% answered assorted shape, 132 or 33.1% answered rectangle, 61 or 15.3% answered
circle and 24 or 6.1% answered heart shape.
Table 4.3
Frequency Distribution Table of Respondents According to Preferred Flavor
Preferred Flavor Frequency Percentage
Milk Chocolate 225 56.4%
Dark Chocolate 66 16.6%
Mocha 47 11.7%
White Chocolate 37 9.2%
Green tea 20 4.9%
Others 5 1.2%
Total 400 100%
Table 4.3 shows the distribution of preferred flavor of 400 respondents, 225 or
56.4% answered milk chocolate, 66 or 16.6% answered dark chocolate, 47 or 11.7% an-
swered Mocha, 37 or 9.2% answered white chocolate, 20 or 4.9% green tea and 5 or
1.2% chose others.
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From customers point of view, chocolate is the product which shows their desire
buying behavior. Customers are looking for quality chocolate that will satisfy their crav-
ings that is why Ahabah Chocolate Incoporation developed Lunchees as our product, a
milk chocolate that has Peanut Butter filling designed with different kinds of shape. We
will also adopt product development in order for us to meet the demand of the customers.
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Promotion
Table 5
Frequency Distribution Table of Respondents According to Reason for Buying
Reason For Buying Frequency Percentage
Personal Consumption 339 84.7%
Baking 27 6.7%
Gift 24 6.1%
Cooking 10 2.5%
Total 400 100%
Table 5 shows the distribution of reason for buying of 400 respondents, 339 or
84.7% chose personal consumption, 27 or 6.7% chose baking, 24 or 6.1% chose gift and
10 or 2.5% chose cooking.
Table 5.1
Frequency Distribution Table of Respondents According to Preferred Packaging
Preferred Packaging Frequency Percentage
I dont mind 196 49.1%
Box 128 31.9%
Wrapper Foil 44 11%
Plastic Wrapper 32 8%
Total 400 100%
Table 5.1 shows the distribution of preferred packaging of 400 respondents, 196
or 49.1% chose I dont mind, 128 or 31.9% chose box, 44 or 11% chose wrapper foil and
32 or 8% chose plastic wrapper.
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Table 5.2
Frequency Distribution Table of Respondents According to Interest in Buying
Interest in Buying Frequency Percentage
Somewhat Interested 159 39.9%
Very Interested 115 28.8%
Not at all 52 12.9%
Not very Interested 42 10.4%
Neither nor uninterested 32 8%
Total 400 100%
Table 5.2 shows the distribution of interest in buying of 400 respondents, 159 or
39.9% chose somewhat interested, 115 or 28.8% chose very interested, 52 or 12.9%
chose not at all, 42 or 10.4% chose not very interested, 32 or 8% chose neither nor unin-
terested.
Table 5.3
Frequency Distribution Table of Respondents According to Influence for Buying
Influence for Buying Frequency Percentage
Referral 226 56.4%
Sales/Sales Representa- 93 23.3%
tive
Product demo 44 11%
T.V Commercial 20 4.9%
Other 17 4.3%
Total 400 100%
Table 5.3 shows the distribution of influence for buying of 400 respondents, 226 or
56.4% chose referral, 93 or 23.3% chose sales/sales representative, 44 or 11% product
demo, 20 or 4.9% chose T.V Commercial and 17 or 4.3% other.
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In our promotion, Ahabah Chocolate Incorporation will strategize where are the
best place to stand a booth inside Intramuros to promote our product we chose to stand our
booth beside the universities inside Intramuors. We will also use the social media like Fa-
cebook and Instragram as the secondary medium for promoting our product. Product give-
aways will also be conducted inside Intramuros to entice our target market into trying our
products. Through this strategy it will be a great opportunity to our product to spread
around Metro Manila and globally since our there are a lot of students who are schooling
inside Intramuros like Lyceum of the Philippines, San Juan De Letran, MAPUA, Paman-
tasang Lungsod ng Maynila, and Manila High School and also the foreigners who are vis-
iting Intramuros.
The marketing strategy that Ahabah Incorporation will use is positioning strat-
egy, knowing that are a lot of competitors that also produced different kinds of chocolates
it will be an opportunity for us to introduce our new product in the local market.
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Figure 3
Figure 4
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Figure 5
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SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Christian Esguerra
Zacharie Cuneta
Job Description:
o Accomplishes subsidiary objectives by establishing short term and long term plans,
rections.
Job Description
o Manage and coordinate all marketing, advertising and promotional staff and activ-
ities.
o Conduct market research to determine market requirements for existing and future
products.
mation.
o Develop and implement marketing plans and projects for new existing products.
Job Description:
Accountant: Christian Nu
Job Description:
and procedures.
Operational Plan
Production
with this kind of machine, baking the chocolates, depositing, forming and other series pro-
cedure can be achieved through the semi-automatic machine which will help our company
to maximize the time of production and maintain the quality of our product.
This machine can manufacture 50 150 kg chocolates per hour. It can produce
chocolates in different shapes which can help to reduce cost of chocolates mould. By pro-
ducing chocolates in different shapes it will be of our strategy to attract our target market.
The production capacity is semi-automated, so the need of worker is comparative less than
Manufacturing Process
to be able to catch the demand in chocolate industry. Our machines are composed of choc-
olate cooling tunnels, enrobing machines, coating machines, moulding machines and pack-
aging machines.
Personnel
worker for packaging and storage of our product. There would be a need of professional
Inventory
The basic raw material required for making our is Sugar, Cocoa Tablea, Sweetened
Location
Our manufacturing unit will be located in 1388 Bravo Street, Orientville, Molino
Bacoor Cavite.
Suppliers
09432495910
Mandaue Cebu
Robanas Incorporation
09376578291
Rizal Dairy
09273749192
09324582718
Financial Plan
Ahabah Incorporation raised P3,000,000.00 of its capital coming from the incor-
as a ten-year loan. This provides the bulk of the current financing required.
its stable growth in profitability over the next three years of operations.
Operating Expense
Current Assets
Cash 2,389,511
Accounts Receivable 3,240,000
Total Current Assets 5,629,511
Non-Current Asset
Long term Assests 600,000
Accumulated Depriciation -120,000
Total Non-Current Term Assets 480,000
Liabilities
Salaries Payable 163,000
Benefits Payable 18,235
Current Liabilities 181,235
Long term Liabilities 1,000,000
Total Liabilities 1,181,235
Equity
Share Capital 3,000,000
Retained Earning 1,928,276
Total Equity 4,928,276
Supporting Documents:
Manila:
Population Density and Population of
Areas
Average
House- Household
Area Population holds Size
Binondo 15,103 3,213 4.7
Ermita 6,823 1,573 4.3
Intramuros 10,384 2,356 4.4
Malate 81,033 17,243 4.7
Paco 70,339 14,746 4.8
Pandacan 82,194 16,765 4.9
Port Area 15,883 3,539 4.5
Quiapo 25,177 5,720 4.4
Sampaloc 395,111 83,565 4.7
San Miguel 21,267 4,524 4.7
San Nicolas 39,594 8,817 4.5
Santa Ana 183,306 38,499 4.8
Santa Cruz 118,903 25,175 4.7
Tondo 589,644 121,438 4.9
Total 1,654,761 347,173 4.8
Census of the Phillipines: 1995.09.01
City Density
Population
Area in Area in per
Square Square Square
Population Miles Kilometers Mile
1,654,761 14.7 38 112,872
http://webcache.googleusercontent.com/search?q=cache:http://www.de-
mographia.com/db-manila-area.htm
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Slovin's Formula
Slovin's formula
- is used to calculate the sample size (n) given the population size (N) and a margin of er-
ror (e).
xhttp://prudencexd.weebly.com/
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Financial Statement
We projected that in a month we can produce atleast 30,000 units of chocolates
and only 80% of it will be sold.
Operating Expense
Salary 1,956,000 1,956,000 1,956,000
Benefits 381,820 381,820 381,820
Utilities 107,500 107,500 107,500
Marketing and Pro-
motion 40,000 40,000 40,000
Insurance 40,000 40,000 40,000
Depreciation 120,000 120,000 120,000
Total Expense 2,645,320 2,645,320 2,645,320
Sales Expenses
Product Price P30.00 Elec. Bill 90,000
Monthly Produc- 30,000 Water Bill 16,000
tion per unit unit Landline+Inter-
Total 900,000 net 1,500
Total 107,500
Cost of Good
Sold
Production Cost P15.00
Monthly Produc- 30,000
tion per unit unit
Total 450,000
Salaries and Ben-
efits
Top Manager 40,000 480,000
General Manager 20,000 240,000
Finance Manager 20,000 240,000
Marketing Man-
ager 20,000 240,000
Accountant 15,000 180,000
Laborer (4x) 12,000 576,000
Total 1,956,000
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.
Lyceum of the Philippines Manila
College of Business Administration