I.

Executive Summary

Yogiyo chicken is under food service industry that covers all activities, services, and

business functions involved in preparing and serving food to people eating outside or away

from home. It is a korean food business constituted for about 4 years ago and already has 2

branches. They sell different kinds of Korean foods and their main product is Korean fried

chicken glazed with different kind’s flavors to choose. Their leading direct competitors are

Jollibee, KFC, McDonalds, Chibab, and Mang Inasal, respectively.

There are marketing objectives set by the group to guide the business. First is to

achieve a sales run-rate of 20% per year after the application of marketing plans. Second is

to have an more than a million gross profit after 5 years. Lastly is to increase market share

of 5% after one year.

The target market of Yogiyo chicken is young millennial aging 13-30 years old. The

position of the Yogiyo chicken in the industry is in the high quality yet low price or

affordable price range.

One of the marketing strategies is focusing on the target market using marketing

development where the business will take an action in developing target market than

looking for another. The business could saturate the market with an aggressive advertising

campaign consisting of guerilla and online advertising and also outdoor advertising by

tarpaulins and posters. The proponents plan to improve their menu, place, and their

promotional strategy to help the business to grow more.

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II. External Analysis

1. Industry Definition

Food is a primary necessity for the humankind. Thousands of people are so

busy with certain matters that they don't have time to cook for themselves. In the

end, they would eat outside to tend their cravings and/or hunger. The more number

of people eating outside, the greater the demand is for food service industry.

Food service industry covers all activities, services, and business functions

involved in preparing and serving food to people eating outside or away from home.

This comprises all types of restaurants from fine dining or restaurants to fast food. It

also includes institutional food operations at locations such as schools and hospitals,

as well as other specialty vendors such as food truck operators, street stands and

catering businesses.

2. Industry Segmentation

Food service industry is segmented in the following factors in order to

effectively publicize their business' products into the right audiences.

 Price

This industry segments their business in terms of the price the

consumers or customers are going to pay. The best visualization for this are

restaurants that serve food costing from thousands above for a single

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quantity while fast foods that priced their products based on industry norms

for their individual product categories. An example of this is company who

have two or more food brands that serve in the same product line, one is

equip for customers who make purchasing decision based on the product's

price while the other one is set for those who are willing to spend more for

quality based service or products.

 Location

Through location segmentation, food companies could align their

business into smaller local audiences, or serve regional or national audiences

more competently. This could help the company know on where their

business will fit in the society, in what areas their product could be better

and even adjust their production distribution if needed.

 Cuisine

Segmentation based on cuisine also guide the business in more effective

positioning in the marketplace. Restaurants, fast foods, and even

commercial food companies can choose as belonging in to a particular

food genre. An example for this fast food chains that segment itself

whether they serve burgers, pizza, chicken or any specialized food

products common in that industry.

 Product Lines

3
 Food service companies segment based on the products they own and

the categories they fit in since some foods can belong to more than one

segment; for example, fish sticks could be considered part of both the

seafood and frozen food product lines. Similarly, restaurants can be divided

into lines like full-service, quick-service and fast food.

3. Industry size and growth

According to the 2015 Annual Survey of Philippine Business and Industry

(ASPBI) released by the Philippine Statistics Authority (PSA) last October, 2017

there are 27, 028 establishments legally registered as business engaged in

accommodation and food service activities. The same report also showed that there

is Php 471.3 billion as the total income amount generated by the sector.

2015 Annual Survey of Philippine Business and Industry

Establishments Percentage Generated Income
Restaurants 6,652 24.60% Php 158.1 Billion
Fast Food Chains 4, 477 16.60% Php 144.8 Billion
Refreshment stands, kiosks
and counters 3, 772 14%
Cafeterias 3, 748 2.80%
Hotels and motels 2, 276 8.40%
Bars and cocktail lounges 1, 445 5.30%
Others including mobile
food services 1, 353 5%

Due to the stronger consumer's purchasing power, the food service industry

continued to grow from the year 2011. The statistical data below shows the development

of food service industry here in the Philippines.

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 4. Seasonality

Seasonality is the presence of variations that occur on specific regular intervals less

than a year. In companion to other months, January and December shows the best sales of

Yogiyo chicken because these months where all the customers have more time because of

holidays and want to try something new. January is the start of the year therefore, there are

more opportunities because customers will want to try more and December, this is the

peak of the sales because it is the same month where there a lot of festivities, holidays, and

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income that favor to all stores and eatery. Yogiyo chicken may less their sales on the season

of rainy days like on the month of June to October.

5. Stage in the Production Life Cycle

Source: https://www.tutor2u.net/business/reference/marketing-product-life-cycle

Introduction

The introduction phase is the period where a new product is first introduced into

the market. This typically requires a lot of resources and finances. As a result, many

companies, startups especially, are practicing a new approach to product development

known as The lean Approach. The introduction phase is usually associated with slower

growth as the public is not familiar with the product, the sellers may not be adequately

trained to sell, and clear and definite distribution channels are yet to be established.

Demand for the product is also quite immature at this stage.

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Growth

The growth phase is when your product starts to sell at a much faster rate. The

public is becoming increasingly aware of your product and word of mouth is starting to

spread. The product’s capabilities are now recognised and product development has

matured (the rate at which you’re changing your offering slows). In healthcare, this stage

can be hard to recognize, but is probably most noticeable when demand for your services

starts to sustain regardless of whether you’re advertising or promoting it.

Maturity

The maturity phase is when your product’s sales begin to peak. Demand is strong

and the service is now booking out. Very soon, the product will begin to compete with new

alternatives being introduced into the market.

Decline

The decline phase refers to the period when the product reaches its saturation

point. In this case, the price can start increasing, though the number of sales will decline. In

this phase, a decision is needed: whether to continue with the product with significant

changes or to move onto another product altogether.

Extension Strategies

This is the phase of extending the life of the business before it goes to decline.

Different marketing techniques and strategies are developed in this stage. Some of this are

additional advertising strategies to have new audiences or remind the current audiences,

price reduction, additional features or value, exploring new market, or new packaging or

set-up.

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Yogiyo Chicken's Stage in the Product Life Cycle

As of now, Yogiyo Chicken is still on its peak due to the Korean culture trend. Many

direct competitors are erecting and difficulty in standing-out is experiencing. Yogiyo

Chicken has 2 branches and different sets of side dishes. Though they have limited brand

awareness schemes, the business still get high sales due to people's craze on both Korean

taste and chicken cravings. Therefore, the business, Yogiyo Chicken, is still on the maturity

stage although at this point, they are experiencing extreme battle in competing for the

place in the market.

6. Environmental Scan

PESTEL Analysis

Political Economical Environmental

● Tax Rates ● Inflation ●Recycling and waste

●Political stability ● Impact of globalization management.
● Labor costs ● Sustainability
● Ability to adapt in the face
of the changing trends.
Social Technological Legal

● Brand Awareness ● Social media and online ● Health Regulations

●Health & lifestyle trends ordering
● Tax Regulations
●Consumer attitudes and ●Engage customers on
● Employment Regulations
opinion social media and collect
● Cultural factors feedback through several
channels

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 7. Consumer/Customer Analysis

There are four types of segmentation: the demographic, geographic, psychographic,

and behavioral. By using these variables Yogiyo chicken was able to know their scope and

limitations in their business.

Demographic segmentation is one of the simplest and widest types of market

segmentation used. Yogiyo used it to get the right population in using their products.

Segmentation generally divides a population based on variables. Thus demographic

segmentation too has its own variables such as Age, gender, family size, income,

occupation, religion, race and nationality. Behavioral segmentation divides the population

on the basis of their behavior, usage and decision making pattern. Psychographic

segmentation is one which uses lifestyle of people, their activities, interests as well as

opinions to define a market segment. Geographic segmentation divides people on the basis

of geographical area. Their potential customers will have different needs based on the

geography they are located in.

The segmentations used to determine the target market are demographic,

psychographic, and behavioral segmentation because the target market of Yogiyo chicken

is 13-30 years old or also called the 'young millennial". Given the fact that Korean trends

are very popular right now, Yogiyo chicken has taken advantage of that by selling Korean

flavored chicken and different dishes making it a young millennial favorite. Young

millennial decision making pattern will always be focused on what is trending whether it’s

foods or anything and since Korean trend is very popular then more young millennial will

likely buy Yogiyo chicken.

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 8. Industry Trends

According to the Stephen Dutton, a consumer food service associate in global

market research, chicken fast food was the strongest retail format in 2016, globally. He

even added that chicken fast food chain grew 8% by value to reach 65.6 billion dollars in

total global sales. Chicken gives a universal appeal other than more regional-specific items

like pizzas and burger. This can be proved by the different menus in all the world market

where chicken can be found and adopted.

Aside from this, restaurants, fast food chains and any other forms of food service

businesses uses different kind of strategic marketing to promote their product. One of

these is having a picturesque set-up of business place or business products or also called as

'instagramable' by the millenials, Other one is promotional strategies like bundle discounts,

party discounts and any other promotional services.

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III. Key Success Factor

Below are the factors that contributed to the success of the business:

 Foods- the foods' taste is incredibly good and unique that every customer will surely

be satisfied and can't help their selves but to go back. Everything in the menu are on

their best qualities because the ingredients and recipes are well-chosen.

 Price - the prices are affordable yet the foods are delicious. This will guarantee the

customers' satisfaction.

 Service - the staffs and employees are kind and friendly. They maintain good

customer relationship.

 Location - since the location is easily noticed, it can attract more customers.

 Venue - the venue is clean and the aroma of chicken is present which can add the

eagerness of the customers to eat.

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IV. Internal Analysis

1. Company Background

A. History

Yogiyo chicken started 4 years ago and the first branch was in Don Antonio,

Commonwealth. Since it is in the city, people started to patronize the Korean taste which

they found satisfaction of the product. Then last 2017, they opened another branch which

is in Timog, Quezon city. By then, more customer enjoyed the taste of Yogiyo Chicken.

B. Mission and Vision

Vision

Our vision is to have more branches in the near future to taste and eat our product by the

locals that they will certainly come back for more.

Mission

Yogiyo chicken serves Korean cuisine that will surely guarantee to satisfy the customer and

develop a good customer relationship. Our great value and great taste will surely patronize

by locals.

Proposed Mission

“To deliver exceptional Korean cuisine by providing a quality food and good service making
every customer who comes through our doors leave impressed.”

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C. Product Offerings

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D. Selling prices and Pack sizes

 Fried Chicken

* Whole (16 pcs)- P 500

*Half (8pcs) – P 280

 Seasoning Sauce Chicken (sweet or spicy)

*Whole (16 pcs)- P 550

*Half (8 pcs) – P 300

 Soy Sauce Chicken (sweet or spicy)

*Whole (16 pcs)- P 550

*Half (8 pcs)- P 300

 Chicken Legs/ Wings (sweet or spicy)

*Whole (16 pcs)- P 570

*Half (8 pcs)- P 310

 Barbeque Sauce Chicken

*Whole (16 pcs)- P 600

*Half (8 pcs)- P 330

 Boneless chicken with Onion Rings

*Whole (16 pcs)- P 620

*Half (8 pcs)- P 350

 Boneless chicken (sweet or spicy)

*Whole (16 pcs)- P 550

*Half (8 pcs)- P 300

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  Snow Cheese Chicken

*Whole (16 pcs)- P 600

*Half (8 pcs)- P 350

 Beef Bulgogi with rice - P 290

 Pork Bulgogi with rice – P 250

 Kimchi Porkborn Stew with rice – P 280

 Boiled Fish paste soup – P 290

 Ramyeon – P 120

E. Distribution Network

Customer

Producer

Consumer

F. Highlights of Historical performances

The important highlight of Yogiyo Chicken is when they opened their 2nd branch in

Quezon city last 2017.

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2. Review of Current Marketing Efforts

A. Current Target Market

The main target of Yogiyo Chicken are group of friends aged 15-25 and family

of 4-8 pax who patronize Korean Food. The food products offered by Yogiyo Chicken is

perfect for a family and group of friends since they offer a bundle of korean chicken. Also,

people around Quezon City are their target market since they have a branch in Timog and

Commonwealth.

B. Positioning Statement

As of today, Yogiyo chicken is for all ages and because of the Korean culture trend, it

attracted a lot of people to taste the product. Unlike other brand of Korean chicken, they

offer one of the best tasting Korean Chicken which got the taste of the Filipinos and how the

way they treat the customers well, it is also budget friendly that really hooked the

customers.

C. Current Sales Performance

The Yogiyo Chicken was estimated to have an annual sales of 350,000 the

owner refused to give the detailed and specific income and expenses of the Yogiyo Chicken

because they consider it as confidential.

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D. Current Marketing Strategies and Activities

Yogiyo Chicken is currently using some forms of advertisements to attract

customers. These include the following:

1. Facebook Page- They have a facebook page where they post updates and information

about their products and where customer can reach them. Their facebook page was created

last September 28,2016.

2. Word of Mouth Marketing- they are using this kind of strategy because they have a valid

and trusted customers who always dine at Yogiyo. They maintain a strong connection or

relationship to their customers to promote their business.

E. Current Marketing Problems and Concerns

Yogiyo Chicken may be a great producer of Korean Chicken and other korean

food however it also faces issues or challenges in some ways. Below are Yogiyo Chicken’s

current marketing problems which is aimed to improved and resolved in the soonest time

possible:

1. The place is not spacious.

2. Insufficient number of chairs and tables for dine in customers.

3. Yogiyo Marketing,currently, is limited only to a Facebook page.

4. Lack of advertisement tools such as:flyers and posters.

5. There are many competitors in the business industry.

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V. Competitive Factors

A. Direct Competitors

Product Matsuya Samgyup - McDonalds Chibab YOGIYO

Japanese/Ko salamat CHICKEN
rean
Restaurant
Target Age: 21-50 Age: 18-40 Age: 5-39 Age: 13-37 Age: 22-37
Market years old years old years old years old years old
Positioning To provide Same They offer They serve They offer
our customers unlimited friendly and turkish foods grilled
with great- couse fun and add some foods and
tasting should be environment twist on their they serve
Korean and chosen at and they are foods what original
Japanese food one table also known makes them Filipino
and drinks. for their unique foods and
french fries deserts
Price Average cost: Average Average cost: Average cost: Average
₱700 for two cost: ₱1000 ₱250 for two ₱500 for two cost: ₱500
for two for two
Product Katsu’s, Korean Chicken fillet Beef kebab Korean
Bento’s, beef and with fries, with rice, Fish Chicken
Grilled, Yaki’s, pork dishes Fries, fingers with Dishes,
Bibimbap, Burgers, rice, Taco, Grilled,
Bulgogi. Mcfreeze, Chicken in a Bulgogi,
Crispy Fried basket with Kimchi,
Chicken with different
fries and flavors to
drinks, choose(Origin
Spaghetti, al,Mango,
Desserts, Habanero),
Coffee float Sizzling kema
with rice,
Burgers,
Sizzling
chicken with
rice,
Shawarma
plate, Chili
Con Carne

18
 Rice,
Shawarma
Rice,
Tonkatsu,
Salads,
Chicken Meal
Promotion Fliers, Fliers, Fliers, Fliers and Fliers,
Facebook Facebook Facebook Facebook Page Facebook
page. page. page page,

B. Indirect Competitors

PRODUCT Starbucks Dunkin Taco Bell Dominos Burger King

Donut

Target Age: 22-60 Age: 18-45 Age: 18-34 Age: 25-49 Age: 18-35
Market
Positioning To view For busy The better Exceptional To be the most
Starbucks as people who for you fast People on a profitable QSR
more than just want food, any mission, to business,
a comfortable cheaper way you like be the best through a
coffee house. It coffee and a it. Gourmet Pizza strong
does not limit place that options with delivery franchise
itself to simply fit to you, drive company in system and
coffee, but Dunkin through the world. great people,
expands to all Donuts convenience. serving the
coffee related here to best burgers in
products. help. the world.
Price Average Cost: Average Average Cost: Average Average Cost:
250 Pesos for Cost: 150 800 Pesos for Cost: 300 500 Pesos for
two Pesos for two Pesos for two
two two
Product Doppio, Baked Tacos, Chicken Hamburgers,
Americano, Goods, Hot Burritos, Tex Wings, Chicken,
Espresso Beverages, Mex Cuisine Dessert, French Fries,
Macchiato, Flat Iced Pasta, Pizza, Soft Drinks,
White, Beverages, Submarine Milkshakes,
Cappuccino, Frozen Sandwiches Salads,

19
 Latte, Caramel Beverages, Dessert,
Macchiato, Sandwiches Breakfast, Hot
Mocha , Soft Dogs
Drinks
Promotion Social Media Social Social Media Social Media Social Media
Page, Media Page, Page, Posters Page, Page, Posters,
Application, Commercia Posters Commercial
Posters l,
Application
, Posters

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VI. SWOT Analysis

STRENGTHS WEAKNESSES

 Product's flavorsome taste  Small Branch

 Well trained employees  Dull setting

 Budget-friendly price  Lack of strategies for brand

 Owner's Stable Income awareness

 Good Service

 Location's accessibility

 Clean utilities

 Satisfiable Servings

 Demand on Korean foods due to

Korean Culture trend

OPPORTUNITIES THREATS

 Business expansion  Increasing numbers of

 Featured in TV Shows competitors

 Promote in Social Media  Shift in food’s suppliers

 Business interruptions like

natural disaster

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VII. Marketing Objectives

The following are proposed objectives that shall guide the business for a span of

time. The objectives below will help the business to set their mind for their business'

growth.

• To have 2 more branch in the span of 2 years.

• To increase brand awareness through guerilla and online advertising in the span of

1 year.

• To be in the list of Top 5 Best Korean Restaurant in NCR within 5 years.

• To increase 20% sales within 1 year.

• To increase market share by 5% after a year.

• To set the place of the business as asset for promotion by decorating and make it

presentable, 'instagram-able' by the end of the year.

• To improve relationship marketing by asking feedbacks in the comment section of

social media pages and feedback section of the store.

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VII. Marketing Strategies

1. Core Strategies

A. Target Market

The target market of the business is the young millennial. Millennial are ages

22-37 years old while the Generation Z are ages 21 years old and below. The group

chose to use the term "young millennials" because the age of the target market is 13-

30 years old. Most of them today like to eat foods especially those which are in

trend. With the booming Korean craze, choosing them as the business' target market

will be a hit. Since millennials and generation z are most likely to eat with friends, it

is a good opportunity for the business to earn more profit. Another reason for

choosing them is because they can help in promoting the business especially in the

online world. They are active users of social media and by that, there will be a

chance that the business will be more known or expose to the public by posting

reviews and pictures. We are sure that this will be a hit because of its unique taste.

Also, most of the young millennial used to be demanding to their family about eating

outside that could lead to tagging their whole family in eating in Yogiyo Chicken.

There are also bundle or package meals that every group of friends can enjoy.

Another reason of choosing them is because we would like the business to be not

just a place to eat, but also a place wherein they can bond with each other without

spending too much of their money. By giving them good service, they will be

satisfied and will result to a greater possibility of word-of-mouth marketing.

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 B. Positioning Statement

"To those who don't want to waste money for nothing, Yogiyo Chicken serves

a long-lasting chicken experienced because of its 'nanunuot sa sarap' taste from

outside up to the meat inside."

2. Other Strategies

A. Market Penetration

The proponents of the business may saturate the market with an aggressive

advertising campaign consisting of guerilla and online advertising. Also we may

penetrate the market by saturating our product in the market through outdoor

advertising. For example, in every street corner’s there are Yogiyo chicken

tarpaulins or posters.

B. Marketing Development

Marketing development is a marketing strategy in which a company tries to

develop existing market rather than looking for a new market. For example, Yogiyo

Chicken is on demand to young millennial because Korean food and K-pop

community is a trend right now. Although most of the millennial uses social media,

there are still some who are not fond in those. So the group thinks that the owners

may do this by promoting the product in a new geographical area. They may also try

to present it in different media. For example, their product is currently on demand

to millennial and by that, they may try placing adverts in publications that non-

internet-user consumer can read.

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 C. Line Extensions

This is a situation when a company creates a new product in the same

product line of an existing brand. For example, they can make or add a new flavor of

Yogiyo chicken or other item on the market. Their company is marketing the value

and quality of the existing product line to introduce more choices to their

consumers.

D. Position Defense

Maintaining the status of superior product and erecting fortification around

the brand, making it extremely difficult for other competitive to impeach upon your

space. In such cases, the owner, as the defender, maintains its position in the market

by reminding their customers about the status of the product, setting up entry

barriers, coming up with exclusive distribution contracts, getting patents, or

establishing monopoly like situation.

E. Encirclement

Under this strategy, the challenging firm considers both strengths and

weaknesses of the opponent and then launch the attack simultaneously. On their

case, Jollibee is one of the competitor where everybody know that there product is

more popular and trend in our society. If that’s the case they may apply the

suggested market penetration strategy so they can make a lead.

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 F. Concentrated

This strategy focuses on going after a large share of one or a few

smallersegments, instead of going after a small share of a larger market.

G. Intensive Distribution

Yogiyo Chicken sells their product from a big store type only, but on this day,

a customer virtually able to find their product everywhere he goes like soft drinks or

even cigarettes. Well this method is particularly useful for products listed above,

that’s why there are advantages and disadvantages when this method applied to

Yogiyo Chicken. First, it can increase the supply of the product which raises the

chances of more sales, meaning, more sales, more revenues for Yogiyo Chicken.

Second, Yogiyo Chicken can analyze the source of sale whether the product is more

in demand from local, hypermarket type store, owned establishment etc. With this

data the Yogiyo Chicken can further plan out its promotional efforts to boost its

sales and to increase the presence of the product to the modern world. When you

also look on the data result given by this method, Yogiyo Chicken can also analyze

the causes of its failure in increasing its sales at some locations. In result of that,

Yogiyo Chicken can either cut down on the distribution or to increase its marketing

efforts to build effective and efficient brand awareness.

H. Bypass Attack

The purpose of this kind of strategy is to broaden the firm’s resources by

capturing the market share of the competing firm or to surpassing the competitor by

26
attacking its easier markets. Yogiyo Chicken can either diversify into the unrelated

products, into new geographical markets, because when the firm is provided with

well equipped resources there’s more power than the competing firm. For example,

Yogiyo Chicken can create another product or taste that other firm didn't have so

that the consumer may satisfy their satisfaction and resulted to a positive review for

Yogiyo Chicken.

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IX. Marketing Program, Schedule, and Action Plan

Action Plan #1 Diversification

Objective: To have a variety of products that the business will offer. Yogiyo will not just

focus into Korean Chicken rather they will also having different Korean Food. Also they will

add new flavors of the Korean Chicken like Garlic Parmesan, Honey Glazed, Barbeque, and

Cheesy Jalapeno to attract their target market and to increase their sales.

ACTIVITY IN-CHARGE DURATION BUDGET

Conduct a research
and experiment Chef and Food 3-7 Days Php 5,000
regarding the new Production
flavors and foods Employees
that will be added in
the menu.
Find more about the
latest trends in order General Marketing 3- 5 Days In house
to know what foods Manager and
will hit the target Executive Assistant
market. Manager
TOTAL Php 5,000

ADDITIONAL FLAVORS
Garlic Parmesan Honey Glazed Barbeque Cheesy Jalapeno

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Action Plan #2 Promotional Strategy

Objective: To make the target market convince why the products of Yogiyo is the best.

ACTIVITY IN-CHARGE DURATION BUDGET

Yogiyo will have a Advertising head 1 week Php 1,500
standee outside their
store as for guerilla
advertising
Yogiyo will be having a
mascot to attract Regular Staff 1 week Php 2,500
customers.
They will be posting
posters to inform that Regular Staff 1 week Php 500
they offer discounts.
TOTAL Php 3,500

Standee and Mascot, and Poster

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Action Plan #3 Expansion and Decorations

Objective: To expand and decorate the place for more customers to come.

ACTIVITY IN-CHARGE DURATION BUDGET

The place of Yogiyo
will be renovated for Carpenters, Finance 3-4 weeks Php 50,000
a while to expand Manager, Owner
the place in order to
accommodate all the
dine-in customers.
Brainstorming and
planning of ideas for 2 days In house
the decorations that Marketing Manager
will suit the place, And Research
business, and the Manager
target market in a
limited budget.
Buying and placing Regular Staff 3-5 days Php 10,000
the decorations And Assistant

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 Manager
TOTAL Php 60,000

FLOOR PLAN

DESIGN

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Action Plan #4 Online Advertising

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Objective: To inform customers on service or products provided by Yogiyo. Online
advertising is a big help since people nowadays uses social media. This could be a great tool
in marketing the product. The more public know the product, the higher possibility of
greater sales.

ACTIVITY IN-CHARGE DURATION BUDGET

Making the social media
of Yogiyo more Marketing Manager 2 Days In house
appealing to the users
of social media.
Boosting posts in Marketing Manager 2 weeks in a Php 3,500
Facebook and month
Instagram
TOTAL Php 3, 500

Action Plan #5 Product

Enhancement

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Objective: To make the product more appealing.

ACTIVITY IN-CHARGE DURATION BUDGET

Creating a new
plating identity to Chef 1 week Php 2,500
attract more
customers
TOTAL Php 2,500

X. Marketing Budget

ACTION PLAN BUDGET

Action Plan #1 Diversification Php 5,000
Action Plan #2 Promotional Strategy Php 3,500
Action Plan #3 Expansion and Decorations Php 60,000
Action Plan #4 Social Media Promotion Php 3, 500

Action Plan #5 Product Enhancement Php 2,500

TOTAL Php 74, 500

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XI. Activity GANTT Chart

XII. Monitoring and Control

Action Plan Monitoring Control

Marketing manager will The head of food
check about the latest production will control the
trends of foods .The head of experimentation of foods
Diversification the food production will and flavors to ensure that
conduct a research they will meet the
regarding the new flavors standards of their target
of chicken and foods which market.
will be added.
The advertising head will The advertising head will
monitor the effectiveness control the efficiency of the
of the promotional strategy promotional strategy by
Promotional Strategy that will use to attract providing an effective
more customers. promotion but will meet
the stated budget.

The owners are in charge The owners will oversee

in business’ space the budget to make sure
expansion that will help the that they are not going
Expansion and Recreations business to accommodate beyond their limited
more customers. budget.

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 The marketing manager
will take charge in posting
information of the products
Social Media Promotions online in order for the
customers to be informed
about the discounts or
promos of the Yogiyo.
The head of the kitchen will
develop the product for
enhancement, mainly the
Product Enhancement plating of the dishes, in
order for them to more
pleasing and satisfying to
the customers.
The marketing manager
will control the status that
they will post online. They
will also make sure that the
information posted online
are legit.
The head of the kitchen will
control that the continuous
enhancement and taste of
the foods compliment each
other so that the customers
satisfaction will not be
sacrificed.

XIII. Financial Projections

2018 2019 2020 2021

Sales ₱840,000 ₱ 1,260,000 ₱1,512,000 ₱1,814,000
Cost of Goods ₱293,916 ₱440,874 ₱ 529,048 ₱ 634,718
Sold
Marketing ₱ 70,500 ₱ 76,000 ₱ 81,500 ₱ 87,000
Budget
NET PROFIT ₱ 475,584 ₱ 743,126 ₱ 901,452 ₱ 1092282

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37
Questions:

1. How many years does your business run?

Gaano na po katagal nakatayo ang inyong negosyo?

2. Do you have any branches? Please state the quantity and the place.

Meron na po bang napagtayuan ang negosyong ito sa ibang lugar? Ilan at saan/saan-

saan?

3. What are the things you do to market and advertise your business like flyers and fb

page/website?

Ano ang mga bagay na inyong ginagawa upang ipakalat at ipaalam sa iba ang inyong

negosyo katulad ng flyers at fb page/website?

4. Do you have any promotional strategies in terms of pricing to invite customers and

for loyalty of the customers like loyalty cards, barkada/bundle pricing, and senior citizen

discounts?

Meron po ba kayong mga tinataguyod na estratehiya sa pagprepresyo upang makakalap ng

mga mamimili at mapanatili ang mga ito katulad ng loyalty cards, barkada/bundle pricing at

senior citizen discounts?

38
39
Marketing Mix

Product

40
Price

41
Place

42
Promotion

43
Bibliography

Berman, Craig. "What Type of Segmentation Is Used by Food Companies?" Small Business -

Chron.com, Retrieved from http://smallbusiness.chron.com/type-segmentation-

used-food-companies-72664.html.

Betia, Alexis (2018) Food Forward: A taste of 2018’s food trends. Retrieved from

https://www.rappler.com/life-and-style/best-eats/193320-philippines-food-

trends-list-2018

Claridades, J.G. (2015) Food Service - Hotel Restaurant Institutional. Retrieved from

https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Service%20-

%20Hotel%20Restaurant%20Institutional_Manila_Philippines_1-4-2016.pdf

Moore, A. Food Service Industry: Definition & History. Retrieved from

https://study.com/academy/lesson/food-service-industry-definition-history.html

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