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Approval Sheet
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ACKNOWLEDGEMENT

First and foremost, praises and thanks to the God, the Almighty, for His showers

of blessings throughout our research work to complete the research successfully.

We give thanks to the Associate Dean of College of Business Management and

Accountancy, Mr. Jeffrey Ayala who help and give transparency during our research. His

information has helped us complete this research.

We would like to express our deep and sincere gratitude to our research adviser,

Mrs. Julieta Sumague, for giving us the opportunity to do research and providing

invaluable guidance throughout this research. Her dynamism, vision, sincerity and

motivation have deeply inspired us. She has taught us the methodology to carry out the

research and to present the research works as clearly as possible. It was a great privilege

and honor to work and study under her guidance. We are extremely grateful for what she

has offered us. We would also like to thank her for her friendship, empathy, and great

sense of humor. We are extending our heartfelt thanks to her for the acceptance and

patience during the discussion we had with her on research work and research

preparation.
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We are also thankful to Mrs Desiree Wagan our subject specialist, Mr. Senen

Celino our financial analyst, Mrs. Florence Empalmado our statistician, Mr. Michael

Angelo Valencia our language critic and Mrs. Melinda Almazan our technical editor for

all their help and giving the best suggestions. Our research would not have been possible

without their help.

We are extremely grateful to our parents for their love, prayers, caring and

sacrifices for educating and preparing us for our future. We are very much thankful to our

brothers and sister for their love, understanding, prayers and continuing support to

complete this research work. Our special thanks go to our friend Gladelle Yvonne

Barcenas for the keen interest shown to complete this research successfully.

We are also thankful to our fellow students whose challenges and productive

critics have provided new ideas to the work and for the stimulating discussions, for the

sleepless nights we were working together before deadlines, and for all the fun we had in

the last four years.

Finally, our thanks go to all the people who have supported us to complete the

research work directly or indirectly.


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EXECUTIVE SUMMARY

The purpose of this study was to find out the marketability of Malunggay

and Squash Ice Cream in San Pablo City, Laguna. We came up to the utilization of

malunggay and squash ice cream because we all know that ice cream businesses are

spreading globally. Malunggay and squash ice cream contains vitamin A and C, calcium

and iron that people need. We also came up to this research to lessen the surplus of

malunggay and squash. The name of the proposed business is “Go Veggie Ice Cream”

derive from its name “Go Veggie” because the products that will be produced are made

from vegetables and “Ice Cream” because it is a combination of dairy products and cream

or ice cream itself. The objectives of this business are to determine the marketability of

malunggay and squash ice cream in San Pablo City, Laguna, to provide the consumer a

product “malunggay and squash ice cream” not only a highly pleasurable food but also a

healthy and unique flavour, and to deliver a quality product in order to have the customer

return for satisfying, flavoursome treat, while at the same time earning a reasonable

return on the initial investment. The propose business will invest ₱225,000 that will be

used for its operation. Our target market will be the residence of San Pablo City, Laguna.

We will be using the social network, fliers, free tasting and cross promotion to advertise

our product. The Plant/Factory location of the business is located at the M. Basa St, San

Pablo City, Laguna with a labor of ten to fifteen personnel. The facilities would be

mixing plant, cold storage/refrigerator, drying area, parking area and packaging and label

section. The idea of using vegetable as the primary ingredient in an ice cream product had

a great impact to attract potential customers as people nowadays are more health-

conscious and on diet.


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CONTENTS

Page

TITLE PAGE …………………………………………………………………. i

APPROVAL SHEET ………………………………………………………… ii

ACKNOWLDEGEMENT …………………………………………………… iii

EXECUTIVE SUMMARY ………………………………………………....... v

TABLE OF CONTENTS …………………………………………………….. vi

LIST OF TABLES ……………………………………………………………. x

LIST OF FIGURES …………………………………………………………... xi

I. RATIONALE AND BACKGROUND OF THE STUDY ….……... 1

II. OBJECTIVES ……………………………………………………...... 3

III. DISCUSSION

A. Technical Aspects

Product Preparation ………………………..…………………….…… 3

Product Description …………………………………………………... 4


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Production Schedule ………………………………………………….. 5

Location …………………………….……………………….….......... 9

Facilities ……………………………………………………………..... 10

Labor ………………………………………………………………….. 11

B. Marketing Aspects

Market Segment, Market Trends, Target Market …………………….. 12

Marketing Strategies ………………………………………………….. 14

Marketing Analysis …………………………………………………… 15

Interpretation of Data ………………………………………………..... 15

C. Financial Aspects

Initial Capital Requirement …………………………………………... 18

Financial Assumptions ……………………………………………….. 18

Financial Statements ………………………………………………….. 21

Cash Flow ……………………………………………………. 21

Income Statement …………………………………………….. 23


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Balance Sheet ………………………………………………... 26

D. Management Aspects

Form of Ownership …………………………………………………... 30

Brand Name/Logo …………………………………………………… 31

Human Resource …………………………………………………….. 32

Health and Safety management ………………………………………. 33

Project Sustainability ………………………………………………… 33

Problems and Insights ………………………………………………… 34

IV. SYNTHESIS

Summary ……………………………………………………………… 35

Conclusions …………………………………………………………… 36

Recommendations ……………………………………………….……. 37

REFERENCES ……………………………………………………………… 38
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APPENDICES

A. Letter to the Dean …………………………………………………. 39

B. Letter to the Respondents ……………………………..…………... 40

C. Questionnaires ……………………..……………………………… 41

D. Raw Data ………………………………………………………….. 43

E. Statistical Analysis ………………………………………………… 50

CURRICULUM VITAE ……………………………………………………… 51


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LIST OF TABLES

Table Page

1 Production Schedule …………………………………………………… 5

2 Total Potential Demand ………………………………………………... 16

3 Projected Sales …………………………………………………………. 17

4 Projected Income ………………………………………………………. 17

5 Estimated Cost …………………………………………………………. 19

6 Sensory Evaluation …………………………………………………….. 44

7 Color Indicator Answer ………………………………………………… 47

8 Taste Indicator Answer ………………………………………………… 48

9 Texture Indicator Answer ……………………………………………… 49


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LIST OF FIGURES

Figure Page

1 Store Location ………………………………………………………….. 9

2 Target Market …………………………………………………………... 13

3 Organizational Chart ………………………………..………………….. 32

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