CHAPTER I: Executive Summary

I.Industry Definition

Sorbegetafruits is a ice cream shop located along River Banks Marikina City. This

shop is a friendly and fast-service Ice cream shop. With our ice cream, we can definitely

say that we have unique flavors since we use vegetable and fruits as our main ingredients.

The shop’s main target market is kids to adolescence but we also serve to any ages it is

just that kids and adolescence are the one who always it ice cream. The price of every

ice cream in Sorbetegetafruit is in low price since our company build our own small

plantation for our vegetable and fruits for our ingredients purpose. The shop will be built

on 2020. Our shop aims to be the best ice cream seller at the year 2027. With that the

shop can ensure that all the ingredients the shop uses are newly harvest and 100% fresh.

The Sorbegetafruits are being manage by 4 people. This business will be in good future

since the 4 are master at business and they also have an experience in accountancy and

financing.

II. Market Size

The market size of Sorbegetafruits will be all the public people, who goes to River

Banks to enjoy their day. Since River Banks is an open field place many people will find

for their refreshment and to cool them self, so it will be good for the shop since they sell

ice cream. The entrepreneurs used psychographic segmentation to the target size of the

shop which is divided to the customer’s lifestyle and personality. The entrepreneurs also

uses geodemographic segmentation is broad which the consumers are grouped in many

aspects or variables like income, and the consumer’s life style. It is also identified by a
geographic variable with zip codes. Next is market size the number of the individuals in

the market segment. Those individuals are the potential buyers in our shop. The market

potentials buyer are the people who goes to river banks to spend their leisure time.

III. Marketing Objectives

•To satisfy our customers every time they eat in our shop.

•Building another branch of Sorbegetafruits in the next 5 years of operation.

•To have a positive growth in our sales for the year.

•To add more flavors in our menu.

•To increase our number of customers.

IV. Target Market.

The shop’s target market are the mother, kids and adolescence. We choose

mother because, mothers are doing everything to make their children eat healthy foods

so we included them in our target market. The second consumer target are the kids, since

kids like sweet foods especially ice cream we choose them to let them also learn that

vegetables and fruits also tastes good and it is healthy for their health. The third one are

the adolescence, since they are in their adolescence age they most likely go to malls,

parks and other enjoyable places to enjoy their post-stage age so we added them in our

target customers since they eat everything and they likely to taste unique foods and

desserts.
V. Positioning

The Sorbegetafruits is located in Marikina Healthy City Center, 300 Shoe Ave, Sto

Nino, Marikina, 1800 Metro Manila. The size of the store is approximately 80-100 meters.

The space allotted for the machines and equipment’s to create an ice cream. There will

be a space for the counter area and lastly for the tables and chairs if the customer wants

to eat their ice cream inside the store.

VI. Program and Program Objectives

This project is a small-scale description of the main outcome that the

entrepreneurs desired for the business named Sorbegetafruits. The entrepreneurs will do

their best to make the project successful and to bring the positive outcome of the shop.

•Short Term Objectives- In the first 3 months of the shop operation it is allotted to

make our ice cream known by the people or our target customers to increase our income

after that in the first year of our shop operation the entrepreneurs are planning to put an

advertising material like billboard or in social media to boost their sales. They’re also

planning to add another 5 new flavors in our ice cream menu.

•Long Term Objectives- For the long-term objectives we, in 2025 after 5 years of

operation we are planning to build another shop but the entrepreneurs still don’t know

where they should put the another branch of our Sorbegetafruits. We are also planning

to expand the 90-100 meters to 120-130 meters to bring more convenience to our

customers and to give more job to the people who are looking for a job. They also aim to

be the best Ice cream seller in the year 2027 in the whole Marikina City. And the
entrepreneurs also aim to strengthen their ties with their customers. They also aim to be

known not only in Marikina City but in the whole Metro Manila.

CHAPTER II: External Analysis

II. External Analysis

1. Industry Definition- Our shop Sorbegetafruits is an ice cream shop that serves

ice cream made from vegetable and fruits. Just like other ice cream stores are

price can be afforded by everyone. We also have 5 different flavors but we are

planning to add more flavors in the near future. Our uniqueness to other ice

cream shop is that we really care for our customers and the variety of the

unique flavors of our ice cream and our staff is really caring and active in their

work. The entrepreneurs also ensure that the shop is always observe

cleanliness and our employees are well disciplined. We will aim to be the best

ice cream seller in the whole Marikina city.

2. Industry Segmentation- The entrepreneurs uses Market segmentation since we

are in a mall and park theme place there are many people who are going in River banks.

Since there are many people there will are some shops that have the same line with us

so there will be our competitors in our field. Entrepreneurs also uses Psychographic

Segmentation since our flavors are not the usual flavors of an ice cream we will be

depending in our customer’s life style, Interest to taste new flavor of ice cream.

Entrepreneurs will also use Geodemographic Segmentation, since our product is ice

cream and the River banks is a hot place it is a good choice for us to put our shop in

there.
 3.Industry Size and Growth-

4. Seasonality- The business is on growth month when it’s hot especially when we

are in summer season. But also have our lay months, it happens when the rainy season

comes in because many people will not eat ice cream since the weather is cold in rainy

seasons.

5. Stage in the Product life Cycle

6. Environmental Scan
 CHAPTER III: Key success Factors

III. Key Success

• The product must satisfy the taste of our consumers.

• Accept the recommendations of your consumers.

• Hear your consumer’s requests.

• You need to strengthen your relationship with your customer.

• The product must catch the attention of the consumers with the uniqueness of

the flavors of the product.

• The product must constantly improving and open for improvements.

CHAPTER IV: Internal Analysis

Company Background

a.) History- The shop Sorbegetafruits started as a small stall at Marikina City. The

entrepreneurs came up with the name Sorbegetafruits, because if you break it

down to its components, it is a combination of Fruit and Vegetable-flavored

Sorbetes. As time passed by Sorbegetafruits gain loyal customers and became

popular to the market that it makes a well known sorbetes in town. After a years

the stall located at Marikina City expanded around Metro Manila and got the

chance to have branches around it. And as sorbegetafruits evolved the market

size expanded as well as its “ay ewan ko” “skl”.

b.) Mission/Vision

Mission-