A STRATEGIC MANAGEMENT

PLAN

Hernandez, Brian
Panaguiton, Kim Rommel
Sasabo, Florielee
Secreto, Lourie Ann
Tagudiña, Michael

College of Management
University of the Philippines Visayas
Iloilo City
 24 August 2019

TABLE OF CONTENTS

Executive Summary 1
Business Profile, Mission & Vision 2
Industry Analysis 3
Proposed Vision, Mission, & Objectives 6
SWOT Analysis 7
Competition & Competitive Advantage 17
Specific Business Strategies 19
Target Market 28
Financials 31

ANNEXES

Sales Plan 36
Plant Design & Layout 39
Proposed Operational Plan 43
Proposed Organizational Structure 45
Areas for Managerial Improvement 47
New Logo for Atelier Brand 49
Promotional Photos 50
 EXECUTIVE SUMMARY

This strategic management plan is designed for Antique Atelier, a jewelry

production business operated by the Association of Differently-Abled Persons of
Antique (ADP), Inc. The paper is composed of seven (7) major parts, and five (5)
annexes.

The first part is on business profile, and existing mission, vision, and
company objectives. It tells about the nature of the organization, brief history, and
product offerings. The second part takes a look at the larger picture, and
analyzes local jewelry industry. The industry analysis presents an overview of the
market size, trends and developments, as well as the general challenges
currently faced by firms.

The third part presents the proposed mission and vision statements for
Antique Atelier, and the general objectives that it will intend to pursue in the
foreseeable future. To closely analyze the business, the fourth part presents an
evaluation of the internal and external environments (strengths, weaknesses,
opportunities and threats). To facilitate an in-depth internal analysis, an Internal
Factor Evaluation (IFE) matrix was presented, as well a similar counterpart for
the external environment.

The fifth part presents a discussion of industry competition. A discussion on

competitive advantage is presented together with a Competitive Profile Matrix
(CPM) vis-à-vis industry competitors.

The sixth part highlights the different strategies that Atelier will implement to
realize its business goals and objectives. Each strategy is discussed with
reference to the SWOT matrix, and presents the specific objectives, targets, time
frames, mechanics/procedures, follow-up activities, key performance measures,
and budgets. The seventh part provides a clear identification of the target
customers.

The paper also presents several appendices that contain recommendations

relevant to the firm’s operations, structure, and management practices.

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BUSINESS PROFILE
------------------------------------------------------------------------------------------------

The Association of Differently Abled Persons (ADP) is a social enterprise with

persons with disabilities (PWDs) in the Province of Antique as members. The
organization was established in July 2012 to provide livelihood opportunities to its
members. ADP has various income generating projects such as running a restaurant,
production of prosthetics and orthotic limbs, and production of jewelries and souvenir
items.

Antique Atelier is the brand name of ADP’s jewelry business—a picture of

elegance, beauty and a higher level of craftsmanship. Atelier was initially funded by
Liliane Foundation, a Switzerland-based non-profit organization. Antique Atelier
produces necklaces, bracelets, earrings, keychains and other souvenir items made of
coconut shells, wood beads, pearls, murano beads, crystal beads, Taiwan beads, and
chip stones. The products are handmade by PWDs or parents of children with PWDs
who were given training in the art of crafting jewelries by fashion designer Adante
Leyesa.

The ADP has over 50 members, and 25 of them are directly involved in Antique
Atelier. Its unique accessories are displayed in a show room located at Trade Town,
Dalipe, San Jose de Buenavista, Antique.

Antique Atelier is supported by various government agencies and private

organizations through provision of equipment and facilities as well as capacity building
trainings to improve productivity and efficiency of workers. 

Vision Statement

         United persons with disabilities with strong public awareness of our rights
and privileges to live within a larger framework of independence and participation. 
 
Mission Statement

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 To promote and establish better quality of life for persons with disabilities in
the province and to provide their rehabilitation, self-development and integration into
society. 
INDUSTRY ANALYSIS
------------------------------------------------------------------------------------------------

In the Philippines, the jewelry business is dominated by local and small players. It
is very challenging to promote for future investment for it plays a traditional and
symbolic, rather than practical role in the local culture. Philippine jewelry makers are
positioning themselves both in local and international market as sources of unique,
handcrafted and eco-friendly designs. Philippine designers advocate to preserve culture,
protect the environment and empower local communities.

  Due to strong consumption among the growing number of middle-income

consumers and increasing image consciousness among younger people, the demand
for jewelries continue to rise in the country. The growth is being driven by the fast
expansion of retailers across the country in both rural and urban areas. However, the
local industry remains threatened by foreign competitors, as according to one analyst,
the local industry is “unable to compete on price with vast numbers of mass-market,
machine-made Chinese imports, and many local manufactures in the handicraft and
design sector are looking to woo buyers with premium quality goods and bespoke
finishing.”

Currently, there are about 250 firms in the country that are engaged in the
jewelry industry, employing a pool of more than 100,000 workers. Small and medium-
scale jewelry enterprises hold about 50 percent of the industry, while the top 10 largest
jewelry chains and manufacturers hold less than 25 percent. Majority of the
companies/manufacturers which fall under the small and medium scale industries are
geographically located in Metro Manila, Davao City, Cebu City, and Baguio City. Various
training centers specifically for the jewelry industry workers have already been set-up
and operationalized jointly by the government and private sector to upgrade the skills of
the workers and improve productivity. The Department of Trade and Industry, having
identified the jewelry industry as one of the key export sectors under the 2005-2007

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Philippine Export Development Plan, has a Business Development Team that provides
various forms of assistance to the industry to further spur its growth and development.

The Philippine fashion jewelry industry is also known for its indigenous designs
and craftsmanship in both material and technique. Many of the local manufacturers
create original designs based on the available materials and traditional techniques. The
commonly used materials include coconut shells, wood, sea shells, natural fibers such
as abaca, maguey, raffia, buri and pandan, and non-precious metals and plastic parts.

As for the business organizations/forms, the owner is usually the chief designer
for the small firms, while bigger ones hire seasoned designers to create collections.
Other companies depend on external means for design information. Relevant sources
for design and product developments or innovation are buyers, designers, publications,
and information from online fashion websites.

Based on interviews with suppliers, availability of labor depends on the process

used in making the products. Filipinos have a “natural talent” in assembling accessories.
The reason why labor force for assembling is not considered a problem in the industry.
The basic skills needed in the assembly of costume jewelry items are quite simple and
can be easily learned through training and apprenticeship. On the other hand, skills
needed for handcrafted processes, such as weaving, are diminishing because the
younger generations are losing interest in the craft.

The industry relies on imported adhesives and other metal components that are
not readily available in the country. Sourcing is done individually by firms and cost in
bulk buying is high.
 

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General Challenges Faced by Firms

Despite having internal capabilities and strengths, local suppliers continue to

struggle and overcome some difficulties in their operation. These include price
competition, lack of government support, and heavy reliance on subcontracting.
 
Price Competition

Price is always a major driver of competition. Manufacturers are primarily

challenged because their prices are high by default due to high costs of labor and
electricity. As a result, their products cannot compete in the international market,
or with foreign suppliers in the local market.

Government Support

Suppliers also suffer from dwindling government support, both at the local
and national levels. While the Department of Trade and Industry spearheads
business assistance through the Go Negosyo programs, often it is not sufficient
to sustain operations. Furthermore, the government does not invest much
resources in the research and development on indigenous materials to enhance
the present state of the industry.

Reliance on Subcontractors

Firms rely on subcontractors that may not be managed properly with

problems on their work quality. This situation raises issues on quality control and
reliability of subcontractors. One weakness of the industry is that it does not have
standards that could be used in quality control systems.

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NEW COMPANY MISSION, VISION, GOALS

------------------------------------------------------------------------------------------------

Mission & Vision

Presented below are the proposed company mission, vision, and goals in the
horizon for Antique Atelier.

Vision

To be one of the leading manufacturers of jewelry products in Western

Visayas that are made of indigenous materials.

Mission

To offer to the customers fashionable and sophisticated accessories which

are proudly crafted by persons with disabilities providing them with rehabilitation,
self-development and integration into the society.

Objectives 
 
The Antique Atelier aims to:

Establish a local jewelry/accessory manufacturing business with a

distinctive brand image;
Develop quality products that will exceed customer's expectations
with the use of indigenous and locally-sourced materials; and

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 Develop a sustainable and profitable business platform that will
provide financial sustenance and social empowerment to Persons
with Disabilities (PWD) in the Province of Antique.

SWOT ANALYSIS
------------------------------------------------------------------------------------------------

Internal Factor Evaluation (IFE) Matrix

This strategy-formulation tool will summarize and evaluates the major strengths
and weaknesses (David, 2011) in the functional areas of the company. It evaluates how
this business is performing in regards to their identified internal key strengths and
weaknesses.
    Weighted
Weight Rating
Score
STRENGTHS
 
· Skilled / well-trained workers 0.10 3 0.3
  · Workers are PWDs or DAPs 0.12 4 0.48
 
· Diversified product choices for various markets 0.07 3 0.21
  · Uses indigenous and other locally-sourced
0.08 4 0.32
materials
 
· Utilizes eco-friendly manufacturing processes 0.06 4 0.24
 
· Recipient of various support mechanisms from
0.06 3 0.18
different government agencies

WEAKNESSES
  0.08 1 0.08
· Lack of formal organizational structure
  · Absence of a comprehensive business 0.09 1 0.09
development plan and operations manual
  0.08 2 0.16
· Low financial capital inflows

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  · Lack of equipment / technology 0.1 1 0.1

  0.08 1 0.8
· Products can be easily copied by competitors
  · Lack of marketing programs 0.09 1 0.09

TOTAL 1 2.24

External Factor Evaluation (EFE) Matrix

An External Factor Evaluation (EFE) Matrix allows strategists to summarize and

evaluate economic, social, cultural, demographic, environmental, political,
governmental, legal, technological, and competitive information about a business (Fred,
2011). It can be used to scan, assess, and strategize on these identified opportunities
and threats of the external environment.

    Ratin Weighted
Weight
g Score
OPPORTUNITIES
  · Expanding local economy of the province of 0.11 3 0.33
Antique
  · Enactment of business-friendly laws and local 0.09 2 0.18
regulations
  0.09 2 0.18
· Developing fashion industry in the locality
  · Development of the domestic tourism sector 0.09 3 0.27

  · High foreign demand for handicrafts 0.1 1 0.1

  · Emerging sense of environmentalism and
concern for marginalized sectors among the 0.09 2 0.18
populace

· Inauguration of new tourism office 0.08 2 0.16

· Technological Advancement 0.1 2 0.2

THREATS
  · Heightened competition in both the domestic and 0.1 1 0.1
international market

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   · Unstable inflow of support from government 0.09 2 0.18
agencies
  · Changes in the local political climate brought 0.06 1 0.06
about by the recently-concluded local elections
  TOTAL 1 1.94

Strengths, Weaknesses, Opportunities & Threats

A SWOT analysis identifies strengths and weaknesses within a company, and

opportunities and threats from the outside environment. This tool will help the company
to improve their strengths, to convert their weaknesses into strengths, to take advantage
of the opportunities and to be aware of possible threats that may affect the organization
and its operation. It is significant to recognize their positive and negative points so that it
will let them identify what actions they should (and should not) consider in order to
improve the performance of their business.
Internal Evaluation

STRENGTHS WEAKNESSES

Skilled / well-trained workers

Lack of formal organizational
Workers are PWDs / DAPs
structure
Diversified product choices for
Absence of a comprehensive
various markets
business development plan and
Uses indigenous and other locally-
operations manual
sourced materials
Low financial capital inflows
Utilizes eco-friendly manufacturing
Lack of equipment / technology
processes
Products can be easily copied by
Recipient of various support
  competitors
mechanisms from different
Lack of Marketing plans
government agencies
 
 

Expanding local economy of the

province of Antique
Enactment of business-friendly
laws and local regulations
Developing local fashion industry Heightened competition in both the
domestic and international market
Development of the domestic
tourism sector Unstable inflow of support from
government agencies
High demand for handicrafts in
international market Changes in the local political
climate brought about by the
Emerging sense of environmental
awareness & concern for the PWD recently-concluded local elections
sectors among the populace  9|Page
Inauguration of new tourism office
Technological advancement
 OPPORTUNITES THREATS

External Evaluation
COMPETITION & COMPETITIVE ADVANTAGE
------------------------------------------------------------------------------------------------

Competitor Analysis

The industry is played by suppliers who can provide products that are both
aesthetically unique and ecologically sound. Although indigenous accessories or jewelry
made by Antique Atelier are uniquely crafted by differently-abled persons, they can
easily be imitated by other suppliers. Furthermore, products made by skilled workers are
at par or even better than those woven by differently-abled persons.

Antique Atelier has different types of competitors in terms of being a retailer or as

a souvenir shop and as a manufacturer. As a retailer, Antique Atelier has a huge
challenge against Tinukib, Kultura and Island Souvenir. The jewelry and accessories
industry has a wide array of players. However, when it comes to production in Visayas
Region, we have Bedido Fashion Handmade Natural Jewelry in Cebu City and Earth
Works Fashion Accessories in Mandaue City.

a. Retailers

Tinukib
Tinukib is one of the pasalubong centers in Iloilo that offers not only tasty
delicacies but also known for its intricate and indigenous handicrafts made by locals. It
has a growing market both for local and international tourists who visit Iloilo.

Kultura
Kultura offers a wide range of products made from indigenous materials that best
reflect Philippine heritage and contemporary culture. Souvenirs is one of the three main

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categories of Kultura where it emphasizes uniquely Filipino artistry and craftsmanship
through novelty items and contemporary pieces. Product selection ranges from barongs,
modern and traditional filipiniana, pearls and other accessories, souvenir items and
artisanal home decor. Kultura has an advantage over competition in terms of place
because it is located inside the malls.
Kultura also does their corporate social responsibility through a program called
“Craft for a Cause”. It is a special product line which support various foundations
working with marginalized communities. 

Island Souvenir

Island Souvenir is the pioneer in revolutionizing souvenir shopping by

transforming and giving a fresh approach to cottage-industry type products. It created its
own market niche by offering premium quality souvenir items with creative designs and
packaging. Innovation is integrated in its culture by introducing new concepts and
making designs that flaunt Philippines as a tropical, vibrant and colorful country. They
are known for its concept of allowing customers to personalize their shirts with their own
names and designs. They also give the locals an opportunity to express their pride
about their place. 

Island Souvenir also won numerous awards given by the DTI and other award-
giving body in the retail industry.

b. Manufacturers

Bedido Fashion Handmade Natural Jewelry

Bedido is one of the leading manufacturers and exporters of Philippine made

handicrafts. They produce sea-shell and wooden jewelry like bracelets, necklaces,
bangles, earrings and pendants. They can customize the designs based on the
customers’ preference. They are also into making component bead strands, natural raw
stone, shell beads, wood beads, coco beads, bone beads and horn beads. Another
product line of Bedido is their coconut jewelry which includes coco bags, coco earrings,
coco necklaces, coco pendants and coco bracelets. Lastly, they have biggest selection
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wholesale theme fashion like beach fashion, teen fashion accessory, reggae fashion,
surfer fashion, men’s necklaces, ethnic necklaces and a lot more.

Bedido has a website which contains downloadable digital catalogs and an online
selection ordering system with clear and sharp images of their products so that
customers can either conveniently browse offline or simply select online.

Earth Works Fashion Accessories

Earth Works Fashion Inc. claims to be the makers of fashion jewelry that inspires
creativity in everyday life. The company started the handcrafted products in Cebu since
2004, and is passionate and dedicated in creating unique, contemporary wearable art.
Today, Earth Works is one of the fastest growing exporters of handmade fashion
jewelry.

Their collections are product of research and instinct. They are also using
sustainable indigenous materials from wood, shell, kukui seed, natural fibers, and bone.
Their product ranges from bracelets, bangles, earrings necklace, keyholders, brooches
and accent pieces. Primarily, they are using wood, shell, bone and elastic materials for
their masterpieces. Other materials being used in making the designs more durable are
metal, leather and resin.

Competitive Advantage

Competition in accessories and jewelry making in the Philippine market is getting

tough nowadays. With the influx of imported goods and presence of social media, it
could be hard for a small and local manufacturer like Antique Atelier to survive
competition. Online shopping is also the current trend, making it more difficult to
differentiate your products from the widely available choices in the web market.

As one of the minor players, Antique Atelier is expected to deliver more than just
expertise in making accessories but to capture the specific demands of each customer.
The business should thrive on a target market niche, yuppies for example and create a
personalized design. Antique Atelier must not only deliver consistent quality products but

12 | P a g e
 should also be able to meet set targets for retailers. As a supplier, it should meet the
deadlines set by its retailer.

Antique Atelier will sell not only the designs and physical aspects of the
accessories but will thrive from the stories behind those masterpieces of differently-
abled individuals who strive to earn for a living in the province of Antique and
continuously developing their skills despite the challenges in their capabilities as
productive citizens. Antiqueno’s hospitality will be incorporated in creating the designs
and also in engaging with customers.
Competitive Profile Matrix

a. Retailers

Competitive Profile Matrix is a tool that can be used to compare current status of
the company to its direct competitors offering the same line of products or services.
CPM (Retailers)
Kultura
Island Souvenir Tinukib Antique Atelier

Critical Weight Rating Weighted Rating Weighted Rating Weighted Rating Weighted
Success Score Score Score Score
Factors

Product 0.20 2 0.40 2 0.40 3 0.60 4 0.80

Pricing (lower
price the
better)

Product 0.25 4 1 4 1 4 1 4 1
Quality

Advertising 0.15 4 0.60 4 0.60 3 0.45 2 0.30

and
Promotions

Socio- 0.10 3 0.30 3 0.30 3 0.30 4 0.40

economic
Impact & CSR

Brand 0.10 4 0.40 4 0.40 3 0.30 3 0.30

Reputation

Accessibility 0.15 4 0.60 4 0.60 3 0.45 2 0.30

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of Current
Store
Locations

Store 0.05 4 0.20 3 0.15 4 0.20 3 0.15

Layout/Desig
n

TOTAL 1.00 3.50 3.45 3.30 3.25

The previous table shows how Antique Atelier is doing in terms of various
success factors as compared to its competitors which are also retailers. It scores the
highest for socio-economic impact because it does not only provide employment or
income and promote cultural heritage, but it helps also differently-abled persons to be
more productive citizens. Fashion accessories of Antique Atelier does not only feature
indigenous materials and designs but are masterpieces of differently-abled persons.
Thus, they need to sell the story behind those indigenous accessories and not just the
physical products alone. Kultura and Island Souvenir are the major players in the
industry due to their brand reputation built through the years and store accessibility as
well. On the other hand, Antique Atelier is the price leader followed by Tinukib. All of
them offers the best quality products but Antique Atelier has invested less on advertising
and promotions due to its limited resources. Antique Atelier should now adhere to the
current trend of advertising like being present in social media or having an official
website.

Although it scores the lowest as showed in the competitive profile matrix, it has
minimal differences in some success factors as compared to competitors. They can also
hype on their advocacy for cultural preservation and environmental protection by using
indigenous materials and natural processes of manufacturing their accessories. Antique
Atelier should invest also on innovating product lines. They can create various designs
for each market segment – students and teenagers, yuppies or fashionable moms.

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 b. Manufacturers
CPM (Manufacturers)
Bedido Fashion
Earth Works
Handmade Natural
Fashion Antique Atelier
Jewelry
Accessories

Critical Weight Rating Weighted Rating Weighted Rating Weighted

Success Score Score Score
Factors

Product 0.20 2 0.40 2 0.40 4 0.80

Pricing (lower
price the
better)

Product 0.25 4 1 4 1 4 1
Quality

Advertising 0.15 4 0.60 3 0.45 2 0.30

and
Promotions

Socio- 0.10 2 0.20 2 0.20 4 0.40

economic
Impact & CSR

Brand 0.10 4 0.40 4 0.40 2 0.20

Reputation

Accessibility 0.15 3 0.45 3 0.45 2 0.30

of Current
Store
Locations

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Store 0.05 3 0.15 3 0.15 3 0.15
Layout/Design

TOTAL 1.00 3.20 3.05 3.15

It is undeniable that Antique Atelier is relatively a small manufacturer that needs

to build a stronger brand reputation over time as compared to its competitors when
production of accessories is concerned. In terms of advertising and promotion, it has a
limited financial resources to invest in making noise or brand awareness in the Visayas
Region. It doesn’t have the required facility or space and manpower for mass production
in order to cater export demand. The current store location of Antique Atelier is less
accessible also to a large influx of tourists who are visiting the Western Visayas Region.
Iloilo City is the gateway to most tourist destinations in the region. It would be ideal if
Antique Atelier has a branch in Iloilo City. Unlike Bedido Fashion and Earth Works
Fashion which are both located in Cebu- the Queen City of the South, where mass
arrival of tourists is expected regularly.

Product quality is always one of the major criteria of customers in choosing their
preferred brands. With regard to quality, accessories produced by Antique Atelier is at
par with those of Bedido Fashion and Earth Works Fashion. They are all equally elegant
with aesthetic value and manufactured using indigenous materials. However, what
makes the products of Antique Atelier different from its competitors is the story behind
those masterpieces. They are crafted by differently-abled individuals of Antique. Hiring
these people makes Antique Atelier excellent in doing its corporate social responsibility
and scoring the highest in terms of social impact. The three (3) players have no
significant difference on store layout or design. Lastly, Antique Atelier has a price
advantage over the two competitors. Antique Atelier has not invested so much in
advertising and promotions. Furthermore, production workers are not regular employees
who are provided only with minimum wage without other health benefits. These are the
reasons why Antique Atelier is the price leader among its competitors.

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SPECIFIC BUSINESS STRATEGIES
------------------------------------------------------------------------------------------------

Based on the identified internal strengths and weaknesses as well as the

external opportunities of the company using SWOT Analysis, strategies were identified
to achieve the set goals and objectives, particularly capitalizing on the organizations
strengths to take advantage of emerging market opportunities, or to minimize external
threats.

Atelier will focus on six (6) strategies, as follows:

1. Selling the story
2. Going cyber
3. Offering product customization
4. Developing new product line
5. Going green
6. Forging partnership with LGU

STRATEGY 1: “HISTORIA”: Selling the Story

Strength-Opportunity
Workers are persons with disabilities (PWDs) (S) and the emerging sense
of awareness & concern for the PWD (O)

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 Selling of the product story is one of the marketing strategies that Antique Atelier
will adapt to every packaging of its product. The product is intrinsically linked to the
story’s message. This is a way Antique Atelier can differentiate its product among its
competitors. Product stories capture people’s attention, bake information into their
memories, and forge close personal bonds. Hence, storytelling is one of way to hit the
emotional chord of customers which cause them to buy the product.

Description The product story will be printed to every paper boxes for necklaces
and tags for smaller items.

The product story states:

“This product is handcrafted by differently-abled persons. By buying

this product, you are helping a differently-abled person craft his living.
Buy locally crafted product and make a difference.”

Objective General: To promote the jewelries of Antique Atelier through selling

the product story.

Specific:
 To empower the differently abled persons of Antique 
 To provide additional source of income for the families of the
DAPs 
 To create employment among differently abled persons 

Target Locals and Tourists 

Timeline Procurement of paper box packaging with printed product story –

September – October 2019
Use of paper box packaging with printed product story – Starting
October 2019

Mechanics/ Include in the packaging/ labeling of the products the story of who are
Procedure the people behind this handcrafted jewelry in Antique 

Follow up Activity Monitor sales of the business 

Key Performance Increased in demand for the product

Measures Increased sales 

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Budget P 1.00 for printing of story for every packaging

STRATEGY 2: Going Cyber Strategy

Weakness - Opportunity
Lack of Technological Initiative (W) and Technological Advancements (O)
 
It will take advantage of the opportunity brought by technological advancement
and will improve its weakness on lack of marketing strategies. 

To reach out their customers, gain attention and attract more people and
probable customers, a new online platform will help in information dissemination and
promotion of the business. This strategy will build the company brand, and increase
brand recognition since it will engage with a broad audience of consumers. Going cyber
can also help gain information that will aid the company in understanding the market and
the industry. To be able to connect directly with your customers creates a relationship
that they will value and allowing the company to become a notable influencer. The
Going Cyber includes creation of social media accounts (e.g. Facebook and Instagram)
and company’s website. 

Tactic 2a: Creation of Social Media Accounts (e.g. Facebook and Instagram)

Objective  To provide a wider platform where the business can promote its
products to its target and segmented market
 To inform the target of the latest updates about the company’s
products and social events
 To improve interaction with existing and potential customers.

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 Target Social media users especially Antiqueñas and online tourists

Timeline The posting of new updates should be done at least once a day for
the whole year.

Mechanics/ 1. The Marketing Manager will create an official Facebook and

Procedure Instagram page account under “Antique Atelier”.
2. A brief history and business profile will be posted in “About”
section of the page.
3. Postings of new products, events, promos and personal success
stories of ADPs will be posted.
4. Promotional videos of the products and telling the story of the
ADPs will also be posted 
5. To increase the span of the target and boost attention, a Page
Promotion will be equipped. This will advertise the products of
the business to more distinct and segmented groups (i.e. age,
gender, preferences, likes, etc.) at a certain time period. It may
reach up to 9,600 people per day.

Follow up 1. Using the page function, the number of traffic or visits on the
Activity page will be recorded. 
2. The Marketing Manager must make sure that posts are being
monitored, screened and tailored regularly.  

Key The tactic would be a success if all of the following are achieved:
Performance 1. High Number of followers
Measures 2. Increasing Number of shares and Likes

Budget P 1,820 a week to reach 4,900+ people per day.

Tactic 2b: Designing an official website entitled “Antique Atelier: Duna kang Antique”

Objective To provide a wider bulletin of information dissemination to the

existing and probable customers.

Target Social media users especially Antiqueñas and online tourists

Timeline The posting of new articles should be done at least once a week.

Mechanics/ 1. The Marketing Manager must tap the help of an IT/Site expert
Procedure in creating the official company website of the Antique Atelier.
2. The site should have a well-designed layout that will attract
online visitors to explore the site.
3. Brief history, description and price lists of the products will be
posted to provide information about the “What is” of the
company.
4. Articles, Vlogs, Blogs of internal content writers and

20 | P a g e
 customers’ will also be posted.
5. A corner will be allotted for feedback of the customers and
their suggestions.

Follow up Activity 1. To evaluate the performance of the company website, the site
will use a traffic counter to count the site visitors, top fans and
top feedbacks.
2. Marketing manager must improve his technical and
technological skills in maintaining  the online site. 

Key Performance The tactic would be a success if all of the following are achieved:
Measures 1. High Numbers of site visitors
2. Positive feedbacks from customers

Budget P15,000 - IT fee for site design and layout

STRATEGY 3: Customizing Products: “Select Your Materials”

Strength - Opportunity
Atelier having skilled and well-trained workers and diversified product
offerings (S) to be matched with the developing local fashion industry and
domestic tourism sector (O).

Antique Atelier will introduce a new method of jewelry production, where

customers can select the raw materials to be used (coco shells, wood beads, murano
beads, crystal stones, Taiwan beads, and plastic beads), and specify the designs of the
products. This offering will be the first in the locale.

Tactic: Customized Products

Description  Customized product designs using available

materials
 Covers necklaces, bracelets, and earrings

Objective 1. To produce original designs based on customer’s

specifications
2. To showcase the craftsmanship of PWDs
3. To generate additional sales and enhanced
customer experience

Target  Tourists and Women

Timeline  To start by September 2019, on-going

21 | P a g e
 Mechanics/ Procedure  Customers will select the materials to be used from
the available stock
 Customers will draw/explain the design of the
product
 Worker on duty will estimate the time required and
inform the customer (1 hour to 1 day, depending
on the design)

Follow up Activity  Seek customer feedback

Key Performance Measures  Number of original designs created per week

 Positive customer feedback

Budget [Raw materials + labor costs, amounts vary]

STRATEGY 4: Creating the “Niyog” Product Line

Strengths – Opportunities
Atelier having skilled workers and the use of indigenous and other locally-
sourced materials (S) matched with the developing local fashion industry
and domestic tourism sector (O)

Antique Atelier will embark on the development of the Niyog product line that will
showcase fashion accessories embodying the elements of uniqueness, splendor,
beauty, elegance, and a higher level of craftsmanship of PWDs in the locale. The
development of the product line will make use of existing technology and make use of
locally-sourced coconut shells in the production of necklaces, bracelets, and earrings.

Tactic: Niyog Product Line

Description  Antique Atelier to focus on using indigenous

materials such as coconut shells in making
earrings, bracelets and necklaces.
 Coconut shell-based jewelry can be more
attractive to tourists since it is unique.

Objective 1. To make use of indigenous materials in making

handicrafts
2. To showcase creativity of the locals
3. To promote local handcrafted products such as

22 | P a g e
 earrings, bracelets and necklaces.

Target  Tourists and Women

Timeline  Currently, Antique Atelier produces coco shell-

based jewelries in the market. By October 2019,
more designs are expected from Antique Atelier to
offer to its customers.

Mechanics/ Procedure  Coconut shells are readily available in San Jose,

Antique that can be used in making jewelry such
as earrings, bracelets and necklace. Coconut
shells are cut into shapes that are needed for the
different designs of the jewelry. Using a drill, make
holes to the shells (depending on the design) and
lastly polishing the surface of the coconut shells.

Follow up Activity  Provision of handicraft (jewelry making) training to

produce different designs out of coconut shells.
 Monitor the demand for coco shell-based jewelry in
Antique.

Key Performance Measures  Availability of different coconut shell-based jewelry

design in the market
 Increased in sales

Budget PhP 250 / day for laborer per production run

PhP 1,000 design costs and trials

23 | P a g e
STRATEGY 5: Going Green

Strengths – Opportunities
Atelier using indigenous and other locally-sourced materials and utilizing
eco-friendly manufacturing processes (S), and the emerging sense of
environmental awareness among the populace (O).

Atelier will develop and implement an eco-friendly and authentic packaging for its
primary products, to cater to the call for businesses to implement of sustainable and
environmentally-sound practices.

Tactic: Paper Packaging

Description Antique Atelier will adapt a paper based-packaging. Paper based

packaging is the most environmentally friendly option on the
market currently, while advances in engineering and material
science allow it to be used with an increasing number of products.
Paper packaging can be reused, recycled, or turned into a
renewable energy resource while having a less impact on the
environment than the alternatives.

Specifically, this will be a paper box with transparent window at

front in order for customers to see the product.

24 | P a g e
Objective  To use paper-based packaging for jewelry products.
 To lessen plastic waste and decrease if not eliminate the
environmental wastes and damages.

Target Environmentally-aware consumers

Timeline Procurement of paper box packaging – September – October 2019

Use of paper box packaging – Starting October 2019

Mechanics/ Canvass from suppliers of paperbased packaging and assess

Procedure suppliers who can supply quality packaging products at fair cost.

Incorporate new logo of Antique Atelier to the paper box.

Indicate the product story of the jewelries handcrafted by the PWD

workers.

Follow up Conduct survey of client satisfaction feedback on buyers to assess

Activity their satisfaction on the product.

Key Product developed/improved

Performance
Measures Increase sales generated

Budget P 7.00 per paper box

P 35,000 for first 5,000 pieces of paper boxes

25 | P a g e
STRATEGY 6: Forging Partnership with the Provincial Tourism Office

Strengths – Opportunity
Everything that is Atelier (S) to capitalize on the newly-established
Provincial Tourism Office in Antique (O).

On August 2019, the Province of Antique (LGU) opened the Provincial Tourism
Office in town center San Jose de Buenavista. The office aims to promote the local
tourism sector, and coordinate all tourism projects, programs and activities throughout
the province. Antique Atelier has been catering tourists over the years, and this local
development presents an opportunity that the business must capitalize.

Tactic: Partner with Provincial LGU

Description Antique Atelier, with all of its available resources and

brand name, will coordinate with the local tourism office to
promote its products to tourists who would visit Antique

Objective This strategy aims to promote Atlelier’s products to local

tourists, increase shop visits, and increase sales

Target Tourists

Timeline October 2019, on going

26 | P a g e
 Mechanics/ Procedure  Formally coordinate with the tourism office and
offer a proposal for partnership
 Have sample products on display with the tourism
office
 Provide brochures and maps indicating direction
from the tourism office to the store

Follow up Activity Continuous coordination with the tourism office

Key Performance Measures  Increased sales from tourists

 Increased shop visits by tourists

Budget PhP 1,000 for clerical costs

PhP 2,500 for flyers/brochures

Antique Atelier envisions itself to be one of the leading manufacturers of jewelry

products in the Philippines. As a recap, the business aims to achieve the following
continuing and long-term objectives:

To Establish a local jewelry/accessory manufacturing business with a

distinctive brand image;
To Develop quality products that will exceed customer's expectations with
the use of indigenous and locally-sourced materials; and
To Develop a sustainable and profitable business platform that will provide
financial sustenance and social empowerment to Persons with Disabilities
(PWD) in the Province of Antique.

Projected Results

Upon the implementation of the aforesaid strategies, it is aimed that Atelier will
realize the following specific objectives:

To capture 1% of the target market, with 10-12% penetration rate;

To increase annual sales by 5% beginning 2021;
To increase in monthly store visits by 100% beginning October 2019,
with reference from the January to August monthly average;

27 | P a g e
TARGET MARKET
------------------------------------------------------------------------------------------------

1. Women of Antique

Clothing for women is important and basic. It gives them protection from the sun
rays and cold weather. It also accentuates their bodies to give more shape. However,
many of them believe that life would be dull and boring if only clothes are the only things
they can explore with. They are saying that clothes without accessories is like a cake
without an icing. Accessories have been part of women’s fashionable lifestyle. According
to a blog by LIVLOLA, there are five (5) reasons why accessories are so important for
women:

a. It is fun and exciting.

Women in younger years often over accessorized. Teenagers generally wanted
to flaunt it when they look so good in their accessories. They are playful in terms of
pairing their outfit with the right accessories. They can create a stylist out of themselves
during occasions. They love accessories because it elevates their mood.

b. It creates a different look.

Same outfit for women to be used in 2-3 occasions is not a problem. Through the
magic of accessories, they can make surprises out of the old clothes they have.

28 | P a g e
c. It amplifies your personality.
Accessorizing is also an opportunity for women to express themselves.
Accessories can bring their style and preference to the next level. It works hand in hand
with the clothes that they wear. It’s like puto and dinuguan for Filipinos, or tokwa’t baboy.
According to Michael Kors, accessories is an exclamation point to a woman’s outfit.

d. It helps them to money and time.

Choosing accessories is much easier as compared to shopping for clothing.
Buying clothes for women involves a lot of criteria or evaluation points like size, color
and fit. On the other hand, purchasing accessories requires only short decision making
process. Accessories are also more affordable than clothes. If a woman feels great
wearing a certain accessory and it suits her style, she will definitely buy it right away.
Since accessories can also give many different looks to an old outfit, it helps women
save money and time indirectly.

e. It creates conversation.
Accessories for women can be an interesting topic to start with during occasions.
Women are fond of giving compliments to each other about their clothes and obviously,
accessories. When a woman notices a friend wearing a nice bracelet or necklace that
she might be looking for months, she can’t help but ask that friend where did she buy it.
Even a stranger sitting beside a woman who got her attention because of her
accessories, can be an acquaintance or a friend later on.

However, at what age a woman is at her most stylish? Obviously, women during
their college days are not that fashionable because of limited resources and they are
focused with their studies as their top priority. Young professionals are the most stylish
among women because this is where their fashion sense ought to peak. This is the
stage of their lives where they are earning already to buy stuffs for themselves. This is
being proven by a recent investigation of a British company and came up with an
answer that a woman is at her most stylish at age of 30. A respondent said that the
contributing factors include confidence, a general knowledge of herself, and earning
power. She further explained that at the age of 30, women are more likely to have

29 | P a g e
moved up the rungs at work, having larger paychecks. As a result, they have a better
purchasing power such that they can spend more on their clothes and accessories.

2. Tourists

Through the aggressive effort of Department of Tourism in promoting emerging

destinations in the country, Antique has a fast-growing tourist arrivals. It has overtaken
Guimaras in terms of visitor growth for Region VI. Antique reached 162,925 in both
international and domestic visitor arrivals in 2017, and it also earned PHP3 billion in
tourist receipts. In 2018, Antique was positioned for sports tourism since the terrain of
the province is a good venue for outdoor and extreme sports. Antique hosted the
Palarong Pambansa and the 2018 SCUAA National Games. Improvements on Antique’s
infrastructures are needed to meet the demand of the growing number of tourists every
year. A booming tourism industry will definitely provide a lot of opportunities for small
business enterprise like souvenir shops and pasalubong centers.

Souvenirs are one of the things a tourist can bring home from a travel experience
which trigger also positive memories of a person’s vacation. A study was conducted to
examine the importance of product attributes and their influence on tourist’s perception
towards buying souvenir in South Africa. A five-point Likert-type scale questionnaire was
used in a survey to ask foreign tourists to rate a set of criteria based on their importance
in buying a souvenir. It was found out that the main attribute most tourists seek is for the
souvenir to evoke pleasant memories from their travel experience. Other important
attributes that positively influence the purchase preferences of tourists for souvenir are
local branding, innovative and traditional features, functionality, and portability. Thus,
Antique Atelier can capitalize on the attributes like local branding and traditional
features. The indigenous materials used for their accessories can provide a different feel
among tourists who will buy from them.

Lastly, according to a study conducted in Universittie Malaysia Sarawak by

Ernest Cyril de Run and company, the following are top the reasons “Why Tourists
Purchase Souvenirs”:
1. lovely, beautiful, and unique

30 | P a g e
 2. gift to loved ones
3. has a picture and reminds of the place
4. traditional designs and shows local culture
5. addition to collections

FINANCIALS
--------------------------------------------------------------------------------------------

1. Assumptions

The following assumptions were observed in the development of financial data

for atelier over the next five year period (2020 to 2024):
1. Average product bundle proportions will be maintained;
2. Sales in units will increase by 5% per year;
3. Product prices will increase by 10% per year;
4. Direct costs (materials, labor, and manufacturing overhead) will increase in
direct proportion with sales;
5. Food allowance, depreciation, professional fees and salaries for full-time
employees shall be fixed;
6. Utilities (0.9%), miscellaneous expenses (1%), and business taxes (3%) are
expressed as a fixed percentage of sales.

2. Product Costing

The costing per product during the base year, and for the succeeding years are
presented as follows (amounts in PhP):

Table 20. Product Costing Estimates

31 | P a g e
 Product Direct Materials Direct Labor Total Cost

Coco Necklace 20.00 33.00 53.00

Munano Necklace 80.00 20.00 100.00
Crystal Stone Necklace 100.00 25.00 125.00

Coco Bracelet 20.00 40.00 60.00

Chip Stone Bracelet 7.00 10.00 17.00
Taiwan Bead Bracelet 3.00 10.00 13.00

Coco Earrings w/ Tussle 15.00 12.00 27.00

Coco Earrings Ordinary 10.00 12.00 22.00

3. Start-up Costs

Atelier has been operating for several years now, and already has needed the
facilities (building, equipment, furniture etc.) and raw materials necessary for the
implementation of this enterprise development plan. As such, there are no substantial
start-up costs to be incurred.

4. Income Statement

Presented below is the 1 year monthly condensed income statement for Antique
Atelier, covering the year 2020.

Projected Income Statements (January to June 2020)

32 | P a g e
 January February March April May June
Sales 80,868 92,421 103,974 115,526 127,079 138,632
Less: Cost of Goods Sold (29,061) (33,213) (37,364) (41,516) (45,667) (49,819)

Gross Profit 51,807 59,208 66,610 74,011 81,412 88,813

Less: Operating Costs

Salaries 16,000 16,000 16,000 16,000 16,000 16,000
Food Allowance 7,000 7,000 7,000 7,000 7,000 7,000

Depreciation Expense 3,000 3,000 3,000 3,000 3,000 3,000

Utilities 728 832 936 1,040 1,144 1,248

Professional Fees 1,500 1,500 1,500 1,500 1,500 1,500

Miscellaneous 809 924 1,040 1,155 1,271 1,386

Business Taxes 2,426 2,773 3,119 3,466 3,812 4,159

Total Operating Costs 31,463 32,029 32,595 33,161 33,727 34,293

Net Income Before Tax 20,345 27,180 34,015 40,850 47,685 54,520

Less: Income Tax (6,103) (8,154) (10,204) (12,255) (14,305) (16,356)

Net Income 14,241 19,026 23,810 28,595 33,379 38,164

Projected Income Statements (July to December 2020)

33 | P a g e
 July August September October November December
Sales 150,184 161,737 173,290 184,842 196,395 207,947
Less: Cost of Goods Sold (53,970) (58,122) (62,274) (66,425) (70,577) (74,728)

Gross Profit 96,214 103,615 111,016 118,417 125,818 133,219

Less: Operating Costs

Salaries 16,000 16,000 16,000 16,000 16,000 16,000

Food Allowance 7,000 7,000 7,000 7,000 7,000 7,000

Depreciation Expense 3,000 3,000 3,000 3,000 3,000 3,000

Utilities 1,352 1,456 1,560 1,664 1,768 1,872

Professional Fees 1,500 1,500 1,500 1,500 1,500 1,500

Miscellaneous 1,502 1,617 1,733 1,848 1,964 2,079

Business Taxes 4,506 4,852 5,199 5,545 5,892 6,238

Total Operating Costs 34,859 35,425 35,991 36,557 37,123 37,689

Net Income Before Tax 61,355 68,190 75,025 81,860 88,695 95,530

Less: Income Tax (18,406) (20,457) (22,507) (24,558) (26,608) (28,659)

Net Income 42,948 47,733 52,517 57,302 62,086 66,871

Presented below is the annual condensed income statement for Antique Atelier
for the years 2021 to 2024.

Projected Income Statements (2020 to 2024)

2020 2,021 2,022 2,023 2,024

Sales 1,732,895 2,001,494 2,311,725 2,670,043 3,083,899
Less: Cost of Goods Sold (622,736) (719,260) (830,745) (959,511) (1,108,235)

Gross Profit 1,110,159 1,282,234 1,480,980 1,710,532 1,975,664

Less: Operating Costs

Salaries 208,000 208,000 208,000 208,000 208,000

Food Allowance 84,000 84,000 84,000 84,000 84,000

Depreciation Expense 36,000 36,000 36,000 36,000 36,000

Utilities 15,596 18,013 20,806 24,030 27,755

Professional Fees 18,000 18,000 18,000 18,000 18,000

Miscellaneous 17,329 20,015 23,117 26,700 30,839

Business Taxes 51,987 60,045 69,352 80,101 92,517

Total Operating Costs 430,912 444,073 459,275 476,832 497,111

Net Income Before Tax 679,247 838,161 1,021,706 1,233,700 1,478,553

Less: Income Tax (203,774) (251,448) (306,512) (370,110) (443,566)

Net Income 475,473 586,712 715,194 863,590 1,034,987

5. Balance Sheet & Equity Statement

34 | P a g e
 Most of the fixed assets of Antique Atelier to include the land, building,
machineries and equipment, tools, and furniture were given through donations from
various government agencies and non-government organizations. As no accurate
costing records for the assets are available on hand, the management has difficulty in
determining or estimating the actual acquisition cost or current values for these fixed
assets.

As for current items, inventory turnover is expected to be rapid, and no

receivables shall be accrued as all transactions shall be done on cash-basis. Lastly, no
expected borrowings shall be made over the next five years.

Due to the aforementioned scenarios and limitations, the Statement of Changes

in Equity shall be prepared in lieu of the Balance Sheet over the five year period. A
benchmark figure of PhP 1,000,000 for total firm equity is set upon appropriate
consultation with the management.

Changes in Equity (2020 to 2024)

2020 2,021 2,022 2,023 2,024

Beginning Equity 1,000,000 1,237,737 1,531,093 1,888,690 2,320,485

Add: Net Income 475,473 586,712 715,194 863,590 1,034,987

Less: Transfer to ADP (332,831) (410,699) (500,636) (604,513) (724,491)

Ending Equity 1,142,642 1,413,750 1,745,651 2,147,767 2,630,981

Every year, it is expected that 70% of the business net income shall be
transferred to the ADP for the benefit of the members, and 30% will be recycled to the
firm as additional investments.

By the end of 2024, it is expected that the net assets of the business will amount
to approximately PhP 2.6 million.

35 | P a g e
6. Cash Flows

Sales and purchase transactions of Antique Atelier shall be done on cash-basis.

As such, cash flow projections over the five-year period shall be computed by adding
back the non-cash items of expenses (i.e. depreciation) to the reported net income.

Table 24. Cash Flow Projections (2020 to 2024)

2020 2,021 2,022 2,023 2,024

Net Income 475,473 586,712 715,194 863,590 1,034,987

Add: Depreciation Expense 36,000 36,000 36,000 36,000 36,000

Less: Transfer to ADP (237,737) (293,356) (357,597) (431,795) (517,494)

Net Increase in Cash 273,737 329,356 393,597 467,795 553,494

7. Break-Even Analysis

Antique Atelier’s cost structure is substantially composed of variable costs (i.e.

fixed per unit, and the total of which increases in direct proportion to sales). With
reference to the product bundle, annual break-even point is computed as follows:

¿
Break-Even Point = Estimayted Total ¿ Cost Contribution Margin Per Bundle

PhP 350,000
Break-Even Point =
PhP 5,476
Break-Even Point = 64 bundles

The break-even point will be at 64 bundles, which is translated into 960 coco
necklaces, 192 murano necklaces, 128 crystal stone necklaces, 640 coco bracelets,
chip stone 128 bracelets, 960 Taiwan beads bracelets, 1,280 coco earrings with tussle,
and 960 ordinary coco earrings.

36 | P a g e
Annex A. SALES PLAN
------------------------------------------------------------------------------------------------
Currently, Antique Atelier supplies handcrafted necklaces, bracelets and earrings
to local shops in Antique. With the different designs, they produce an average of 20
necklaces per month, 27 bracelets and 35 earrings.

With the 25 trained differently-abled workers, Antique Atelier can produce 100
necklaces, 200 bracelets and 250 pairs of earrings on a weekly basis on the first year of
implementation of the business development plan.

Local Tourists Arrivals

Tourist Arrivals in Antique
2016 2017 2018
448, 101 162,925 175,000
Source: pna.gov.ph

Local Population - Panay

Population by Province/Highly Urbanized City:
Region VI - Western Visayas
(Based on the 2000, 2010, and 2015 Censuses)
Population (in thousands)
Province/Highly Urbanized City
2000 2010 2015
Aklan 451 536 575
Antique 473 546 582
Capiz 654 720 761
Guimaras 141 163 175
Iloilo (excluding Iloilo City) 1559 1806 1936
Iloilo City 366 425 448

In 2018, Antique reached 175, 000 in both international and domestic visitor
arrival. Antique Atelier targets at least 1% of the total tourists’ arrival and the total
population in the region to be the market of handcrafted jewelries.

Production Forecast
Market Size (‘000) Market Forecasted
Market Target
Product Penetration Production
Tourists Population Share Market
Rate (2020)
Necklaces 175 4, 477 1% 46, 520 10% 4, 652
Bracelets 175 4, 477 1% 46, 520 12% 5, 582
Earrings 175 4, 477 1% 46, 520 12% 5, 582

37 | P a g e
 Currently, Antique Atelier is able to sell the following product bundles on the
average in one (1) month:

Product Quantity Proportion

Coco Necklace 15 75.0%

Munano Necklace 3 15.0%
Crystal Stone Necklace 2 10.0%

Coco Bracelet 10 37.0%

Chip Stone Bracelet 2 7.0%
Taiwan Bead Bracelet 15 56.0%

Coco Earrings w/ Tussle 20 57.0%

Coco Earrings Ordinary 15 43.0%

The proportion is computed by dividing the number of units for the specific
product by the total units for the product classification. For example, the 75% for coco
necklace is computed by dividing 15 by 20. With reference to table above, the
forecasted production per product is computed by multiplying the total annual forecasted
production by the computed product bundle proportion, as follows:
Product Total Demand Proportion Production

Coco Necklace 4,652 75.0% 3,489

Munano Necklace 4,652 15.0% 698
Crystal Stone Necklace 4,652 10.0% 465
4,652

Coco Bracelet 5,582 37.0% 2,065

Chip Stone Bracelet 5,582 7.0% 391
Taiwan Bead Bracelet 5,582 56.0% 3,126
5,582

Coco Earrings w/ Tussle 5,582 57.0% 3,181

Coco Earrings Ordinary 5,582 43.0% 2,401
5,582

38 | P a g e
 Presented on the following page is a 5-year gross sales forecast per product for
Antique Atelier starting from year 2020 until 2024, with reference to the projected
demand.
Sales Projections
Production Units
Product
2020 2021 2022 2023 2024

Coco Necklace 3,489 3,663 3,847 4,039 4,241

Munano Necklace 698 733 770 808 848
Crystal Stone Necklace 465 488 513 538 565

Coco Bracelet 2,065 2,168 2,277 2,390 2,510

Chip Stone Bracelet 391 411 431 453 475
Taiwan Bead Bracelet 3,126 3,282 3,446 3,619 3,800

Coco Earrings w/ Tussle 3,181 3,340 3,507 3,682 3,867

Coco Earrings Ordinary 2,401 2,521 2,647 2,779 2,918

Selling Prices (in PhP)

Product
2020 2021 2022 2023 2024

Coco Necklace 150 165 182 200 220

Munano Necklace 250 275 303 333 366
Crystal Stone Necklace 300 330 363 399 439

Coco Bracelet 200 220 242 266 293

Chip Stone Bracelet 35 39 42 47 51
Taiwan Bead Bracelet 20 22 24 27 29

Coco Earrings w/ Tussle 90 99 109 120 132

Coco Earrings Ordinary 50 55 61 67 73

Sales (Units x Price, in PhP)

Product
2020 2021 2022 2023 2024

Coco Necklace 523,350 604,469 698,162 806,377 931,366

Munano Necklace 174,500 201,548 232,787 268,869 310,544
Crystal Stone Necklace 139,500 161,123 186,096 214,941 248,257

Coco Bracelet 413,000 477,015 550,952 636,350 734,984

Chip Stone Bracelet 13,685 15,806 18,256 21,086 24,354
Taiwan Bead Bracelet 62,520 72,211 83,403 96,331 111,262

Coco Earrings w/ Tussle 286,290 330,665 381,918 441,115 509,488

Coco Earrings Ordinary 120,050 138,658 160,150 184,973 213,644

Total Sales 1,732,895 2,001,494 2,311,725 2,670,043 3,083,899

39 | P a g e
 The following assumptions were used in the development of the sales plan: (1)
there will be a 5% annual increment on the production of all the products; and (2) a 10%
increase in the price of products per year.
Annex B. Plant Design & Layout

------------------------------------------------------------------------------------------------

The Antique Atelier will still be using the ground-floor of its existing owned building
located at Brgy. Dalipe, San Jose, Antique. The ground floor has a total area of 168
sqm. This will be divided into three sections: administrative section, production section
and display section.

40 | P a g e
 Fig. 1. Proposed Floor Plan of Antique Atelier

The Administrative Section is a 4x7 room that will be for the office of the
administrative staff and will also serve as a conference room. This room will have a desk
with a computer, 3 swivel chairs, sala set where possible clients can sit and relax. The
wall will be painted off-white and will display abstract paintings of local Antiqueno artists,
the vision and mission of the organization, and the organization’s milestone.

Fig. 2. Proposed Administrative Office

The Production section is a 12x7 room that will be allotted for worker’s working
area. It is sub sectioned to cutting area and assembly area. These two areas will be
painted soft blue and will be lit up by white lights.

41 | P a g e
 Fig. 3. Proposed Production Area

The Cutting area is a 4x7 room that is for cutting, drilling, carving, varnishing of
coconut shells to be used as pendant on the products. This room will have 3 working
steel tables and for each table, a machine will be put atop and swivel chairs will be
assigned. The first table is intended for the cutting machine which can cut coconut shells
at sizes needed. The second table is for drilling/carving machine which be for putting
holes on the coconut shells and also for carving of desired designs on the coconut
shells. The third table is intended for varnishing and drying equipment. A wall cabinet
will be installed for storage of the equipment and the raw materials needed to do these
tasks. A ceiling fan and exhaust fan will be provided to supply ventilation.

The Assembly area is a 8x7 room that is intended for assembly or weaving of
accessories and for storage of raw materials, work-in-process, and finished products. A
long wooden table will be used as working area for the weaving of the products. 3
workers will be assigned to do the weaving for bracelets, necklace and earrings while 1
workers are tasked to do the quality and make sure that products are in quality standard.
A storage cabinet and a plastic bead cabinet will be provided to store raw materials,
work-in-process, and finished products. A ceiling fan will be provided to provide
ventilation. Inside this section is a rest room (1x4) where staff and clients could use to
freshen up, have their urinals, wash hands, etc.

The Display Section is a 8x7 room that will display the finished products that are
ready for sale. There will be a 2x3 glass window which will exhibit mannequins wearing
the company’s products. This will give the passersby idea of what products are the
company trying to sell. Inside the shop, we will have a 2 tall glassed cabinets and 1
short glassed cabinets for the accessories. A designed wooden couch will be installed to

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give a place where customers can sit and relax while waiting. Beside the cabinet is a
curve wooden table which will serve as a front desk of the shop. This will be manned by
the cashier and/or the manager. Shop’s interior will be painted by white and accented by
cultural prints and will display wood crafts of local Antiqueno artists. Yellow light and a
coconut chandeliers will be installed to lit up the room and create a chill room for visitors.
The shop will also install air-conditioner to provide cool ventilation to the guests.

Fig. 4. Proposed Display Area/Shop

The façade will be painted with shades of brown and yellow. A lighted signage will
be installed at the top of the glass window.

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C. Proposed Operations

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The Antique Atelier plant, shop and office will operate 8 hours per day and 5
days a week from Mondays to Fridays.

Plant Production

In the cutting area, operation will start from cutting of coconut shells (8:00 to
2PM). After this, drilling and carving will start (9 to 2PM), smoothening of the shells from
10 to 3PM, and varnishing and drying will start from 11 to 5 PM.

In the weaving area, weaving of bracelets, necklace and earrings will start at
8PM and will end at 5PM. Quality check of the finished products is from 10 to 5PM.

Shop

The shop will open doors at 8:00 until 5:00 PM. At 3:00PM the cashier will
account the daily sales and remit the money and the accounting book to the accoutant
for reconciliation.

Office

The office will start at 8:00 until 5:00 PM.

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C. Location and Justification

To save from extra rental and construction cost, Antique Atelier’s plant location
will still be using the ground floor of ADP-owned building located at Augusto Salazar St,
Funda-Dalipe, San Jose de Buenavista, Antique.

The location is near various commercial complex, the North and South Terminal,
markets, and pasalubong centers. It also has access to main utilities such as electricity
from Antique Electric Cooperative, Inc. (ANTECO), water supply from San Jose
Waterwork Service Coopeative (SJWSC), and waste disposal from the San Jose
Marketplace Administration Office.

In terms of transportation, it is situated along the national road which would be

accessible to all modes of transportation any time of the day.

Fig. 5. Location of Antique Atelier

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 Workers / Crafters

Annex D. PROPOSED ORGANIZATIONAL STRUCTURE

Quality Control Officer
Production Manager /
------------------------------------------------------------------------------------------------
Procurement
Officer

General Manager
Marketing/Sales Manager

Job Description of Key Personnel

Key
Job Description Job Qualifications
Personnel

Manager Must lead the organization in having Must be able to direct or run the
effective communication among all board meetings
employees.
Must have the experience in
Gives updates to the entire negotiations especially with external
organization about all developments stakeholders.
in the operation
Must have the experience in
Must ensure that all agenda and delegating tasks to all the members
issues in the meeting are properly of the organization
discussed and addressed
Must be a team player

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 Delegates tasks to all members

Represents the entire organization

in important and major business
engagement

Production Supervise effective working of Must have the experience in creating

Manager/ production personnel and prepare production schedule that adheres to
Quality effective production schedules and budget allocation
Control ensure compliance to all company
officer policies. Can train employees to have an
efficient production process
Manage and prioritize all production
processes and implement all Able to prepare production reports for
production plans. the upper management

Ensure compliance to all local

policies to achieve all production
objectives and provide appropriate
feedback to all employees.

Ensure compliance to workplace

policies according to safety
objectives

Marketing Involves coordinating all internal Should be detail oriented and have
Supervisor and external marketing and good organization and team
promotional efforts, including leadership skills. 
merchandising, community
relations, public relations, Have at least a bachelor's degree
information, events, and demos in marketing or a related field

Measure, evaluate, and analyze

the marketing programs as and
when needed.

Bookkeeper Develops system to account for Minimum of associate's degree in

financial transactions by business administration, accounting,
establishing a chart of accounts or relevant field.

Prepares periodic financial reports, Has knowledge of

and facilitates the preparation, filing accounting, bookkeeping, and tax
and payment of business taxes compliance polices and procedures 

Workers Assemble goods on production lines Must be skilled worker in making

accessories
Monitor the production process
Must be creative in making designs

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 Store goods and raw materials
properly in workplace Has strong commitment to deliver
results and meet deadlines of job
Maintain work areas and equipment orders

Annex E. AREAS FOR MANAGERIAL IMPROVEMENT

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In addition to the SWOT-based strategies, specific activities are suggested

per area of business such as operations, marketing, human resource and finance, in
order to reduce, if not totally eliminate, the company’s internal weaknesses.

A. General Management

Antique Atelier has not established a formal organizational structure. There is

no definite system on how the information flows within the organization, and it is just
being managed by a single person with overlapping duties and responsibilities. The
business needs to have a structure where employee duties and responsibilities are
established and clearly delineated.

B. Operations

The company needs to study the current market trend and update or improve
product designs. They may also consider outsourcing raw materials from local
suppliers to strengthen local industry.

C. Finance and Accounting

There are no standardized set of record-keeping procedures in place, and

financial data are not readily available. An accounting system must be in place to
easily track the flows of financial information to and from the company. This is
necessary in order for the management to be able to assess the company’s financial

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position and performance. Existing members may do the accounting process in-
house, or the business may consider hiring an external bookkeeper to do the job.

D. Marketing

The organization must build on and promote the idea that the products are
made by differently-abled persons. Atelier must embark on the use of social media
as a means of advertising to promote products and brand awareness. They may
also consider partnering with other business partners and other retailers for
extended market penetration.

E. Human Resource

Atelier must provide more PWD workers with relevant trainings to improve
their productivity and efficiency, particularly on the use of other production
equipment that are available in the manufacturing facility. The company may also
consider a review and evaluation of the current compensation and benefits, so as to
encourage greater participation among the members.

F. Research and Development

Innovation must always be incorporated in any business idea. Antique Atelier

has not yet explored in developing its product lines in order to offer product variation
and capture various customer demands.

G. Management Information Systems

The group has not yet invested to IT system for their operation. IT could make
their day-to-day activities, flow of information, and reporting of operating and
financial results much easier. An investment even on at least one set of desktop
computer would be a good starting point.
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Annex F. LOGO & TAGLINE
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The Logo of Antique Atelier incorporates the company name (written on cursive)
to instantly inform the market of the business brand. The Double A symbolizes the first
letter of “Antique” and “Atelier”. Adorned by coco pendant on the lower part, it represents
one of the flagship products of the business -- coco necklace. The brown color of the
circle represents the PWDS who are the main actors of the business.

The tagline “wear your style and make a difference” means that products of
Antique Atelier can go in any customer’s fashion style may it be classic, trendy, formal,
contemporary, street style, etc. With the unique and authentic design of its products, it
can make one fashion style stand out among the rest. The “make a difference” line
pertains to the story of the product, and gives the customers a feel of doing something
good for the PWD sector everytime they make a purchase.

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Annex G. PROMOTIONAL PICTURES
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