Colegio de San Gabriel Arcangel, Inc.

Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Chapter 2

Marketing Feasibility

Market Description

Dough Native Incorporated is food services business specifically focuses on donuts made

up from different kinds of vegetables. The Greenery Doughnuts aims to ensure the health and

welfare of every customer.

The business also offers the said product at a reasonable price in order to give satisfaction

to the customer. Greenery Doughnuts will be sold by means of price lining in which different

shapes are set at different price points. The higher the price, the higher the perceived quality to

the customer and it also helps to lead people to the price range they can afford.

In addition, the proponents strategically choose Fabian Cadiz Road, Poblacion 1,

CSJDM, Bulacan as the shops location as they aim to target our customer from Monday to

Friday is students and from Saturday to Sunday is all the ages as our shop located between

church and schools.

MARKETING ENVIRONMENT

PEST ANALYSIS

INDICATOR ANALYSIS IMPACT ON STRATEGY

 Under the R.A no.
10611, also known as
the "Food Safety Act
of 2013" defines food
as any substances or
 By adopting R.A no
10611, Dough Native
Incorporated make
sure the works in the
principles of achieving
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

product whether food safety to protect

processed, partially human life specially
Political Factors processed or the health of our
unprocessed that is customers as the food
intended for human is one of the basic
consumption. needs of man provides
the health requirements
of a person in order to
live
 Dough Native
Incorporated uses
strategic planning in
order to lower taxation
impact without
violating political
laws.
 In order to achieve the  Dough Native
firm’s goals and Incorporated serves a
objectives they are healthy snack which
required to assess the helps the consumers
economic aspects in gain the nutrients that
where the business need their body. And
located at. Food also help the national
interest rates, taxation government gain
and consumer funds that needed in
spending affect the the pandemic
options and
Economic Factors opportunities
presented in the food
industry. The
pandemic has a big
impact in the
economic sector of the
Philippines. It
decreases the rate of
consumption of the
consumer. Although
there is a slowdown in
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

sales, food industry is

a convenience and a
necessity to many
still.
 Take out/Fast food
trends shift based on
what consumers want.
As mentioned
throughout this study,
healthiness is the focus
in many countries due
this pandemic. This is
not only pushed by
governmental
authorities, but by
consumers, as well.
Social Factors What we’re seeing is a
rise in organic and
whole foods as diets
and lifestyle changes
come into play.
Vegetarian, vegan and
pescetarian eating are
becoming more of a
fad and more of a
lifestyle choice —
particularly with the
younger generation.
How these foods
appeal to people is
based on their
branding look. As a
result, many food
industries are
implementing their
own branding
makeovers. To market
to the younger
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

generation, we need to
make our product
presenting and
instagrammable.
 In the new age of  Advertising our donuts
technology, almost can now be easier and
every business inexpensive. Dough
integrates themselves Native Incorporated
in Social Media. This can now reach them in
allows Greenery order to keep on
Donuts to increase increasing engagement
interaction with the with consumers and
consumers bringing create more brand
Technological Factors real time updates of recall.
our new products and
recent changes in our
services, so Greenery
Donuts has to stay
ahead of all the
developments that take
place while keeping in
view of how youth
utilizes technology
today.
Table . PEST Analysis

SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

 The product  The occurrence  Dough Native  Competitors
has healthy of spoilage Inc. will be the may imitate
ingredients  The perception first to offer our product
that boost up on Doughnuts doughnuts that by creating
immune are full of is made up of their own
system sugar and vegetables. doughnuts
 The unhealthy  The interior that are made
uniqueness of  Doughnuts are design of the up of
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Product product are not quite business will vegetable

inevitable popular from surely attract  The
 Dough Native elders as many ingredients of
Incorporated avoiding from customers the product
give customer sugar  The packaging might be not
varieties of  Doughnuts are of the products available
doughnuts easy to sour as are all during
that suit their vegetables has recyclable calamities
taste buds period of time
 High quality from freshness
doughnuts and healthy
 Convenience  Delay in
from supply of main
customers ingredients
 Lower price  The perception  Dough Native  The price of
than of doughnut it Inc. will the main
competitor has high price provide its ingredient will
 Dough Native  High, customers with increase in the
provide an maintenance, high quality time of
alternative as machinery doughnuts that calamities
Price healthy food need to are made up of
for those who upgrade vegetables that
wants to save  High price of are affordable
more main for the target
 The company ingredients due market
will provide to storm and
low cost of disaster
for Doughnuts
as target
market is
obtained
 The location  The location  The business  There are
of business is has a lot of location is many
enough to competitors as populate and it establishment
meet our the land is near church in the vicinity
target market quite populated and schools, of the
 Dough Native  Low rate of the target business
Place Incorporated expansion market will be  Many food
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

place has reached stalls, eateries,

great etc...
abundance
from school
and church
 The location
is quite
populated
 The location  Weak  Since the  Competitors
of the advertising Dough Native might
business is strategy Incorporated sabotage the
enough to  The online will use digital advertising
introduce promotion platforms as a strategies of
from might not work form of the business
customers the far from the advertising,
Promotion latest menu Company’s many
 The company business consumers will
use online  Those people be able to see
promotion, who are not the ads.
such as social fond of using
networking social media
sites, and sites will not
giving flyers be able to
reach by the
advertising
strategy of the
company

Table . SWOT Analysis

Market Segmentation

Geographic Demographic Psychographic Behavioral

Region: Central Age: children, young The firm will focus on The firm ensured to
Luzon (Region III) adults, adults the intrinsic traits the satisfy the customer’s
customers have such attitudes towards the
as eating habits, product, the way they
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

personalities, interest, eat our healthy

attitudes and doughnuts.
lifestyles.
Area for production: Sex: Female and male The firm gave
Block 13, Phase K, undoubtedly enough
Barangay Yakal- knowledge to the
Francisco Homes 1, target customers on
City of San Jose del what are the benefits
Monte, Bulacan they gain as they buy
our products.
Area for shop: Fabian
Cadiz Road,
Poblacion 1, CSJDM,
Bulacan
Table . Market Segmentation

Age Group

According to the 2015 Census, the age group with the highest population in Poblacion I

is 20 to 24, with 485 individuals. Conversely, the age group with the lowest population is 75 to

79, with 26 individuals.

Combining age groups together, those aged 14 and below, consisting of the young

dependent population which include infants/babies, children and young adolescents/teenagers,

make up an aggregate of 27.60% (1,227). Those aged 15 up to 64, roughly, the economically

active population and actual or potential members of the work force, constitute a total of 67.72%

(3,010). Finally, old dependent population consisting of the senior citizens, those aged 65 and

over, total 4.68% (208) in all.

 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

The projected Age Dependency Ratios mean that among the population of Poblacion I,

there are 41 youth dependents to every 100 of the working age population; there are 7

aged/senior citizens to every 100 of the working population; and overall, there are 48 dependents

(young and old-age) to every 100 of the working population.

` The median age of 25 indicates that half of the entire population of Poblacion I are aged

less than 25 and the other half are over the age of 25.

Age Group Population (2015) Age Group Percentage

80 and over 33 0.74%
75 to 79 26 0.58%

70 to 74 50 1.12%

65 to 69 99 2.23%

60 to 64 127 2.86%

55 to 59 182 4.09%

50 to 54 204 4.59%

45 to 49 273 6.14%

40 to 44 292 6.57%

35 to 39 302 6.79%

30 to 34 319 7.18%

25 to 29 345 7.76%

20 to 24 485 10.91%

15 to 19 481 10.82%

10 to 14 435 9.79%

5 to 9 415 9.34%

Survey Questionnaire
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Good day, we are the researchers from Colegio de San Gabriel Arcangel. We would like to
borrow a little of your time to participate in our survey. Thank you. God bless.
Please put a check a ( / ) on your desired answer.

Name
(Optional):

Age: 10-19
20-29
30-39
40-49
50 and above

Sex:
Male Female

A.

5 - Strongly Agree 2 - Disagree

4 - Agree 1 - Strongly Disagree
3 - Neutral

Question 5 4 3 2 1

1. Do you think adding vegetables in

doughnut makes it interesting to eat?

2. If there's a doughnut that made of

vegetables, do you try it?

B.
5 - Always 2 - Rare
4 - Often 1 - Never
3 - Sometimes
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Question 5 4 3 2 1

1. How often do you eat doughnuts?

2. Do you look for something new in eating

doughnuts?

How much do you prefer in buying a box Cabbage

(12pcs) of doughnuts?
Carrots For whom
400 php to 500 php do you buy
Potato
501 php to 600 php
Radish
601 php to 700 php
Squash
701 php and above
doughnuts?

For Myself

How often do you buy doughnuts? For family

Everyday For Friends

Once a week For Acquaintance

Once a month

Every Occasions What flavor of donuts you prefer most?

Survey Results
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

40 38
35
Age
30
25
20
15
10 7
5 2 2
1
0
10 to 19 20 to 29 30 to 39 40 to 49 50 and above

The Results shows that out of the 50 respondent as for age, majority is consisting of 76% (20-29

years old) which covers 38 people of the respondents. 7 persons of the respondents consist of

14% (10-19 years old. 2 persons of the respondents consist of 4% (30-39 years old). Another 2

persons of the respondents consist of 4% (50 years old and above). And the 1 person of the

respondent consists of 2% (40-49 years old).

Sex
40
35
35
30
25
20
15
15
10
5
0
Male Female
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

The Results show that out of 50 respondent as for sex, majority of the respondents is female

consist of 70% and male consist of 30%.

Do you think adding vegetable in doughnuts makes it

interesting to eat?
30
25 24

20 17
15
10 7
5 2
0
0
Strongly Agree Agree Neutral Disagree Strongly
Disagree

The Results shows that out of 50 respondents, 48% respondents are strongly agree in adding

vegetables in doughnut while 34% are agree. Others are neutral composed of 14%, And 4% are

disagree in adding vegetables in doughnut

If there's a doughnut that is made of vegetables, would

you try it?
30
25 24 24

20
15
10
5 2
0 0
0
Strongly Agree Agree Neutral Disagree Strongly
Disagree
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

The result shows that out of 50 respondents, 48% respondents are strongly agree to try

veggie doughnut while another 48% of respondents are agree. Others are disagreeing to try

veggie doughnut to which consists of 4%.

How much do you prefer in buying a box (12pcs)of

doughnuts?
50
45
40
35
30
25
20
15
10
5
0
400 php to 500 php 501 php to 600 php 601 php to 700 php 701 php and above

The result shows that out of 50 respondents, majority of respondents which is 90% is

willing to spend 400php to 500php in buying a box (12pcs) of doughnut while 10% of

respondents are willing to spend 501php to 600php in buying a box (12pcs) of doughnuts.

How often do you eat doughnuts?

30

25

20

15

10

0
Always Often Sometimes Rarely Never
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

The result shows that out of 50 respondents, majority of respondents consisting 52% eat

doughnut sometimes. 24% of respondents are often eating doughnut, 20% is rarely eating

doughnut and 4% are always eating doughnuts.

Do you look for something new in eating doughnuts?

25
20
20 19

15
11
10

5
0 0
0
Always Often Sometimes Rarely Never

The Results shows that out of 50 respondents, majority of respondents are always looking

for something new in eating doughnut which compose of 40% while 38% of respondents are

looking sometimes for something new in eating doughnut. Others are often looking for

something new in eating doughnut to which consist of 22%.

How often do you buy doughnut?

30
25
20
15
10
5
0
Everyday Once A week Once a Month Every Occasions
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Results shows that out of 50 respondents, majority of respondents are buying doughnut

every occasions composed of 52% while 28% are buying doughnuts once a month. Others are

buying doughnuts once a week composed of 18%, 2% of respondents are buying doughnuts

every day.

For whom do you buy doughnuts?

40
35
30
25
20
15
10
5
0
For myself For family For friends For acquaintance

Results shows that out of 50 respondents, majority of respondents are buying doughnuts

for their family to which consist of 72% while 26% of respondents are buying doughnuts for

themselves. Others are buying doughnuts for acquaintance to which composed of 2%.
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

What flavor of donuts you prefer most?

16
14
12
10
8
6
4
2
0
Carrots Cabbage Potato Radish Squash

The Results show that among the five given vegetable doughnuts, Potato has the greatest

demand from the respondents. Potato it has a demand (30%), next are Carrots (24%), Cabbage

(16%), Squash (16%) and Radish (14%).

Demand

Year Local Remarks

2021 36500/ boxes +2
2022 73000/ boxes +1.5
2023 109500/ boxes +1.3
2024 146000/ boxes +1.25
2025 182500/ boxes 1825001
Table . Demand

The demands for Greenery Doughnuts were formulated based on the following

computations:

Annual Demand
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Estimated No. of Household in the area x 1 % x Yearly of Operating days =

Annual Demand

10000 x 1% = 100 boxes of doughnuts x 365 days

= 36500 boxes of doughnuts per year/annually

Prior to the population of City of San Jose del Monte (CSJDM) from 2021 to 2025, the

percentage trend of demand for doughnuts each year were formulated as follows +2, +1.5, +1.3,

and +1.25. The trend was used to compute the demand for doughnuts of the barangays

surrounded Barangay Muzon. The Demand for Greenery Doughnuts increases over time, thus the

company ensures that the supply for the given product will be tantamount on the quantity

demanded.

Supply

Year Local Remarks

2021 32850/ boxes +1.7
2022 55480/ boxes +1.4
2023 78475/ boxes +1.3
2024 101105/ boxes +1.2
2025 124100/ boxes 124100
Table . Supply

The supplies for Greenery Doughnuts were formulated based on the following

computations:

a) Daily Supply
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

52 dozens of doughnuts can produce in one sack of flour. In sum of all the

number of dozens can produce is 1040. 104 boxes of doughnuts per

outlets.

b) Annual Supply

1040/ boxes x 30 days x 12 months

= 374400 boxes of doughnuts annually

Demand and supply Analysis

Year Demand Supply No. of gap Percent of

Unsatisfied

2021 36500/ boxes 32850/ boxes 3650 4.8

2022 73000/ boxes 55480/ boxes 17520 1.8

2023 109500/ boxes 78475/ boxes 31025 1.4

2024 146000/ boxes 101105/ boxes 44895 1.3

2025 182500/ boxes 124100/ boxes 58400 58400

Table . Demand and Supply Analysis

As years passed by, the percent of unsatisfied customer for Greenery Doughnuts

decreases. This is an ideal situation in economics, in which the number of supplies caters the

quantity demanded for a particular product.

 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

General Marketing Practices

Greenery Doughnuts will seek accreditation from the Bureau of Internal Revenue (BIR),

Wholesale and Retail Trade Industry, and Local Government Units (LGUs) such as the local

barangay and city office. The company will then follow all the rules and regulations, and will

comply with standards set by these organizations and government agencies to avoid conflicts and

ensure a proper operation of the shop.

As to operation security, Greenery Doughnut will secure its necessary requirements such

as the business licensure and permits. The company will also actively participate on some

business and marketing programs to establish a good public relation with different suppliers to

whom the business will transact them.

Understanding the competitor’s market is also necessary because there are some business

firms that have the same range of product that the company offers. Greenery Doughnut

determines its competitors around as Dunkin’ Donut, Mister Donut and Happy Haus Donut. This

shop offers a variety of doughnuts. However, Greenery Doughnut is the only shop offers

vegetable flavored doughnuts it is the uniqueness of the firm.

INCENTIVES AND BENEFITS

These are the following benefits and incentives that the Dough Native Incorporated given to its

employees;

 SSS Monthly Contribution

 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

 PhilHealth Monthly Contribution

 Pag-ibig Monthly Contribution

 Maternity Leave/ Paternity Leave (Given only to those Married Employee)

 Sick leave (Requires Medical Certificate)

 13th month pay

 Christmas bonus

 Holiday double pay

BUDGET ALLOCATIONS

Raw Materials
Item Unit Quantity Unit Total Price
Measuremen Price
t
All-purpose flour per sack 4000 1000 4000000
Butter per piece 180 40 7200
Yeast per piece 96 115 11040
Sugar per sack 188 2300 432400
Iodized Salt per sack 5 280 1400
Evaporated Milk per piece 1200 23 27600
Margarine per drum 50 1780 89000
Vegetable Shortening per drum 50 1780 89000
Potatoes per kilo 1750 150 262500
Ube per jar 200 195 39000
Langka per jar 180 200 36000
Tablea per container 90 368 33120
Eggs per tray 1500 150 225000
Subtotal 5253260
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Utensils
Item Unit Quantity Unit Total Price
Machineries
Measurement and Equipment Price
Measuring CupsItemand Unit
per piece Quantity
2 Unit
200 Total
400 Price
Spoons Measurements Price
Heavy Duty Dough Mixer perper
Scrapper/Silicon/Scrappe piece
piece 2 1 28029
89 28029
178
r Heavy Industrial Oven per piece 1 25000 25000
Rolling Pin
Glass Door Reach in per piece
per piece 2 1 100
27000 200
27000
Dough Cutter per piece 3 115 345
Refrigerator
Stainless Mixing Bowls
Fluorescent lamp perper
piece
piece 2 5 160108 320
540
Liquid Measuring Cups per piece 2 100 200
Exhaust Fan
Kitchen Scale perper piece
piece 2 2 3000
66 6000
132
Cooling Rack per piece
Subtotal 2 4980 9960
86569
Wooden Spoon per piece 3 60 180
Donut Molder per piece 3 2990 540
Parchment Paper per roll 10 500 5000
Silicone Brush per piece 2 80 240
Tong per piece 5 40 1600
Display Case per piece 2 18000 36000
Sifter per piece 2 150 300
Subtotal 44355
Item Unit Quantity Unit Total Price
Measurements Price
Water Supply (PS) per cubic meter 162 32.6 5281.2
Water Supply (Shop) per cubic meter 100 32.6 3260
Electricity Bill (PS) per kilowatts 604 8.5 5134
Electricity Bill (Shop) per kilowatts 86 8.5 731
Internet (Shop) per mbps 1650 1650 19800
Subtotal 34206.2

Business Licensure/ Permits

Item Quantity Unit Price Total Price
Securities and Exchange 1 Total Price 7630
Commission Fee
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Barangay Business Permit 1 900 900

Bureau of Internal Revenue 1 700 700
Fee
Mayor's Office Fee 1 500 500
Sanitary Permit Fee 1 1000 1000
Subtotal 10730

Rent Expense
Item Quantity Unit Price Total Price
Shop 12 10000 120000
Production 12 11000 132000
Subtotal 252000

Compensation
Item Quantity Unit Price Total Price
Production Staff 4 57600 691200
Store Staff 4 43200 518400
HR Manager 1 11600 139200
Production Manager 1 11600 139200
Marketing Manager 1 11600 139200
Accounting Manager 1 11600 139200
Chief Executive Officer 1 13600 163200
Subtotal 1929600

Advertising Expense
Item Quantity Unit Price Total Price
Advertising Fee 30 48.74 1462.2
(Facebook)
Subtotal 1462.2

Furniture and Fixtures

Item Quantity Unit Price Total Price

 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Tables and Chairs 5 1000 5000

Subtotal 5000

Channels of Distribution

Figure . Distribution Channel

Dough Native Incorporated decided to choose the direct distribution channel strategies

for only 3-5years because the proponents wanted first to have a direct consumer approach as they

believe that the key to gain customer's trust is to communicate with them directly and give them

the services they deserve. The proponents want also to have more control over the whole process
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

of the firm and all the aspects of distribution. After 3-5 years of focusing on controlling the

whole process of the firm, the proponents decided to use the Indirect distribution channel

strategies as the Long term goal to retail the business in Groceries, Convenience store,

Specialized as well as in Food services like take away, Quick Service Restaurant (QRS), Cafe's

restaurant and catering institutions using truck as mode of Delivery.

Proposed Marketing Program

Dough Native Incorporated make a marketing program that is coordinated thoughtfully

designed set of activities that help to achieve the marketing objectives. The marketing objectives

are strategic sales goals that fit the strengths and are a good way to stretch the business in its

current situation. In order to build strong customer relationships and maximize sales, they need

to put every possible marketing tool to work for their target customers. This marketing program

helps to build the product and to educate the market on what they are offering. The Five P's that

stand for the five broad areas (Product, Price, Place, Promotion and People) are ways to boost

sales and to achieve marketing goals.

Target Market

Market Segment Customer Needs

Children Children do not have the means to decide
for their purchase so they need to be
assisted by their parents, however getting
their attention means we can also attract
their parents too.
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Teenagers Comprises of 10 – 19 years-old

individuals, teenagers are the primary
target of the business. As we are
strategically located between schools and
a church, we can attract more students to
purchase our donuts especially that we
offer healthy donuts made up of
vegetables.
Young Adult/Adults Comprises of 20 – 49 year-old income
generating individuals and professionals.
Those young adults, adults and parents
who are capable of purchasing our donuts,
where they can give it to their sisters,
brothers, nieces or their children or as a
reward for themselves.
Old Age Comprises of 50 and above individuals,
those grandparents who still like to eat
sweets like donuts but is scared because it
is not good for their health. Greenery
Donuts provide healthy donuts that old
individuals can still enjoy without
worrying for their health.

Sales Growth
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Sales Growth
1.06% 1.06% 1.06%
1.06%
1.06%
1.06%
1.05%
1.05% 1.05%
1.05%
1.05%
1.05%
1.04%
2nd year 3rd year 4th year 5th year

Figure . Sales Growth

The primary objective for the initial year of the firm is to raise the sales. In 2 years

existence of the firm the sales increases of 1.06%. In 3 years, the sales expected to increase again

of 1.06%. In 4 years, the sales expected to increase of 1.05% and in the 5 years of the firm the

sales expected to increase of 1.06%. In addition, the company expected return of capital after 20

months.

Sales Force Turnover

Dough Native Incorporated will clearly define the job qualifications and nature of work

of the applicants during the job posting activity in order to lessen the employee turnover. The

flexible and efficient employees that the company hired will help achieve the company goals and
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

increase the sales productivity. A sales team must work together to increase brand awareness and

drive sales forward. Generating income and revenue are the primary roles of our sales force. The

benefits of hiring a competent sales team include increased brand awareness, heightened

company loyalty, and increased revenues. It may take some trial and error during the hiring

process, but finding effective salespeople takes patience. Once established, a sales force creates

excitement around the products and services they sell. Using social media is another way to

connect with potential customers, promote sales campaigns, and provide information.

Market and Research Development

Through market analysis, the proponents identify the common problem that every

Filipino faced nowadays. The idea of Greenery Doughnuts was generated amid the elevating

cases of Health matter issues of human beings. The proponents innovates the Doughnuts into a

much healthier food that will help to boost the immune system of our target customers.

Improving the processes and new ways to interact with our customers can result in greater profits

and lower costs. As Innovation is a useful way to grow our business.

Quality Standards

Since Dough Native Incorporated aims to be a reputed brand in producing healthy food,

the business will take utmost care of the quality of products being sold in the market. People

nowadays are looking for the good quality standard of product that would satisfy their needs and
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

wants. The company will follow the guidelines and regulations about the quality standards set by

the government agencies and some organizations such as:

• Satisfying the customer’s quality requirements;

• Ensuring that the product is safe;

• Complying with the policies and regulations; and

• Meeting the environmental objectives.

Product Mix Strategies

Product

Dough Native Incorporated offers handmade donuts made up of potatoes for now. The

proponents promise that the business grows; they will also make new flavors of donut to cater

the customers’ cravings for new flavors. They will also provide potato flavored donuts in

different sizes and shapes so they can satisfy their customers’ wants. They will also glaze it with

different icings such as chocolate, vanilla, caramel, and strawberries with different toppings like

sprinkles, rice crisps, and nuts. Doughnuts will be packed in a thick bamboo strips shaped into

circle or square for take-out orders and will be presented in a wooden calabash for customers

who would like to dine-in.

Price

The proponents of the business agreed to price donuts based on the raw materials,

manpower, machineries, and packaging used to make the product. The price is twenty five (25)
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

pesos per donut and three hundred (300) pesos for a box of twelve. The Dough Native

Incorporated will be sold through Penetration Pricing. The price charged for the doughnuts is set

artificially low in order to gain market share. Once this is achieved, the price of Dough Native

Incorporated will increase depending on the economic factors.

Place

Greenery Donuts is located at Fabian Cadiz Road, Poblacion 1, City of San Jose del

Monte, Bulacan. It is open from Monday to Sunday with business hours of 8:00 a.m. to 8:00 p.m.

Where they can get our target market as this shop is located near at Church and schools.

Promotion

In this new age where technology emerges, Dough Native Incorporated will use this as an

advantage to access modern technology as our way to promote the products. Social Networking

Sites such as Facebook, Instagram, Twitter, and Pinterest will be the main advertising technique,

using this to integrate the business to reach consumers without paying so much. Using social

media, they can reach millions of peoples just by paying an advertising fee. This is easy to do

and inexpensive rather than using old promotional tools.

People

Dough Native Incorporated’s target markets are all ages, from students to working

professionals around Bulacan. The company primarily targets students that are going to school

from Monday to Fridays and all ages that are going to church by Saturday to Sunday. The
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

proponents aims to cater their needs by providing healthy donuts that they can indulge in or bring

home as a gift to their children, nieces, grandchildren and siblings.

Pricing Policies

The proponents will offer the Greenery Doughnuts by means of Price Lining, in which

the doughnuts with different designs shape and sizes are set at different price points. The higher

the price, the higher the perceived quality to the customer, and it also helps to lead people to the

price range they can afford.

Branding and Packaging Strategies

The proponents named the business “Greenery Donuts” based on the word greens or

vegetables and added the word donuts as we are making donuts made up of vegetables. They

chose this to develop a distinct name to attract the attention of the customers especially those

people who would love to eat donuts without compromising their health.

Dough Native Incorporated uses paper box packaging because first, it is broad source of

raw material, low cost, variety of species and easy to form mass production. Second, it has the
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

good processing performance, convenient for composite processing and the printing performance

is excellent.

Figure . Packaging

STORAGE AND WAREHOUSING STRATEGY

March 2021
2020October

2021January

2021February

August 2021
2020September

2020November

2020December

Activities/

April 2021

June 2021
May 2021

July 2021
Tasks

Feasibility
Study

Registration

Renovation of
Company

Renovation of
Shop

Canvass of
Furniture’s,
office
supplies and
others…

Installation of
Furniture’s,
fixtures,
equipment
and other
supplies
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Hiring and
training of
Personnel

Ribbon
Cutting / Start
of Operation

Project Timeable

Activities/Tasks Predecessor Start Date Finish Date Duration

Activity

A. Feasibility September December 122 days

Study 1, 2020 31, 2020

B. Registration January 1, 2021 January 15, 2021 15 days

C. Renovation of January 1, 2021 June 15, 2021 166 days

Company

D. Renovation of April 1, 2021 May 20, 2021 50 days

Shop

E. Canvass of May 1, 2021 May 31, 2021 31 days

Furniture’s,
office supplies
and other

F. Installation of May 1, 2021 May 31, 2021 31 days

Furniture’s,
fixtures,
equipment and
other supplies

G. Hiring and June 1, 2021 June 30, 2021 30 days

training of
Personnel
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

I. Ribbon July 1, 2021

Cutting/ Start of
Operation

Storage and Warehousing Strategy

The Dough Native Company will provide a huge storage room whereby the Raw materials

well stock, the massive storage will be edible arrangement as we provide the healthy Donuts for

our customers.

The Company's used strategy is Reorder Point Process Method the process that commonly

used in supply chain and logistic which is when the stock is always ordered when it falls below a

certain level, typically below the specified safety stock level. The company will immediately

deliver stocks from production area if needed.

The objective of a storage strategy is to minimize costs and reduce inventory while

maintaining the highest possible level of service. When choosing a suitable storage strategy,

factors such as actual inventory, interest costs, procurement costs and lead-times need to be taken

into account as well as the expected demand and resulting shortages of cost.

The demand is unstoppable but the companies that adopt the warehousing storage strategies

can effectively manage cost levels while maintaining or even increasing service levels and order

fill rates.
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Physical Distribution Strategy

The Dough Native Incorporated is the company that provides healthy Donuts.

Therefore, the Raw materials ingredients are needed to distribute fresh and hourly distributed in

Storage room. These maintaining distributions of raw material for freshly made donuts for our

customers are possible if we use the suitable strategy for the company.

The company's physical distribution is an important marketing function describing the

marketing activities relating to the flow of raw materials from the suppliers to the production

area and the movement of finished goods from the final consumer or user. "Physical distribution

is the science of Business Logistics where by the proper amount of the right kind of product is

made available at the place where demand for its exists. Viewed in this light, physical

distribution is key link between manufacturing and demand creation" according to Shruti B.

Physical distribution is the set of activities concerned with efficient movement of Raw

materials from the farmers distributed to the production area also the flow of finished goods from

the end of the production operation to the consumer.

Projected Sales

Year Projected Sales

2021 Php 10, 950,000
2022 Php 11,607,000
2023 Php 12,303,420
 Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

2024 Php 13,041,652.2

2025 Php 13,824,122.71
Table . Projected Sales

The Projected sales for Greenery Doughnuts were formulated based on the following

computations:

Sales in one year × 0.06% (increase of sales) + sales in one year = Sales in 2 years

•10,950,000 × 0.06 + 10, 950,000 = 11, 607,000

Sales in two years × 0.06% + sales in two years = Sales in 3 years

• 11,607,000 × 0.06% + 11, 607,000 = 12,303, 420

Sales in three years × 0.06% + sales in three years = Sales in 4 years

• 12,303,420 × 0.06 + 12,303,420 = 13,041,652.2

Sales in four years × 0.06% + sales in four years = Sales in 5 years

• 13,041,652.2 × 0.06 + 13,041,652.2 = 13,824,122.71

System and Form Designs

Colegio de San Gabriel Arcangel, Inc.
Founded 1993
Area E, Fatima 1, Sapang Palay, City of San Jose del Monte, Bulacan
Recognized by the Government: DepEd, TESDA and CHED
PACUCOA Accredited – Level 1 Status
 Telefax No. (044) 7600-301 /  0915-810-5686

Figure . Facebook Page

Figure . Web Page