Virgen Milagrosa University Foundation

Martin P. Posadas Avenue San Carlos City, Pangasinan

College of Business Administration and Accountancy

CHAPTER 1

EXECUTIVE SUMMARY

INTRODUCTION

Although the economy is quite good, but when observed that the business

in the food and beverages continues to grow continuously, because food is one

of the four factors that need to consume for daily life. Food is very essential for

us. It is our need in order for us to live. There are many kinds of food that best

suit on our taste buds.

The history of cake dates back to ancient times. The first cakes were very

different from what we eat today. They were more bread-like and sweetened with

honey. Nuts and dried fruits were often added. According to the food historians,

the ancient Egyptians were the first culture to show evidence of advanced baking

skills. According to the food historians, the precursors of modern cakes (round

ones with icing) were first baked in Europe sometime in the mid-17th century.

This is due to primarily to advances in technology (more reliable ovens,

manufacture/availability of food molds) and ingredient availability (refined sugar).

At that time cake hoops--round molds for shaping cakes that were placed on flat

baking trays--were popular. They could be made of metal, wood or paper. Some

were adjustable. Cake pans were sometimes used. The first icing were usually a

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 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

boiled composition of the finest available sugar, egg whites and [sometimes]

flavorings. This icing was poured on the cake. The cake was then returned to the

oven for a while. When removed the icing cooled quickly to form a hard, glossy

[ice-like] covering. Many cakes made at this time still contained dried fruits

(raisins, currants, citrons).

It was not until the middle of the 19th century that cake as we know it

today (made with extra refined white flour and baking powder instead of yeast)

arrived on the scene. Butter-cream frostings (using butter, cream, confectioners

[powdered] sugar and flavorings) began replacing traditional boiled icings in first

few decades 20th century.

PROJECT PROFILE

The owner and the manager of this proposed business will be Mr. Mark

Anthony Tan a resident of Brgy. Isla San Carlos City, Pangasinan. Mr. Tan is a

graduate of Bachelor of Science in Business Administration major in Financial

Management in Metro Manila College,Inc. He also took his Masteral Degree,

Master in Business Administration in the same school. Currently, he works as a

government employee but he also wants to have his own business.

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 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

PROJECT BACKGROUND

A special occasion or celebration cannot imagine without a beautiful cake.

A small cake makes any normal party more interesting and spread happiness

everywhere. Everyone spend a lot of time just to find the right or beautiful cake

for dear ones special day and also for their special day. It is one of the key of

happiness which is a great way to express our emotions to our dear ones

through a loving or special message on top of it. Everyone is for the special day

or moments when they blow out the candles and cut the wonderful cake. You can

buy happiness for someone through a yummy cake and give to someone that will

surely makes happy to the special person in your life. It is not only for birthday

celebration  but also for any special occasions be it wedding, anniversary,

receptions, Christmas, new year, friendship day, valentine’s day or many more

special day.

So, the researchers choose to study about establishing a store that offers a

photo cake – a cake with a photograph imprint. The photograph on the top of the

cake looks just like one you'd see in a frame on your wall. The difference, though,

is that you can eat the photo on your cake.

The business establishment will be located in Roxas, Blvd. San Carlos

City, Pangasinan. The establishment is going to be situated almost in the center

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 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

of the city. It will bring good revenue. Also in the center of the city there are always

a lot of people

BUSINESS LOGO

A logo by itself is merely a graphic element with a name. It is a piece of a

brand used in visual communication. A brand is everything — tangible and

intangible — that represents a business and gives its logo meaning. When

combined, a well-designed logo and clear brand strategy help you effectively and

efficiently reach your audience; communicate your message, your value, and

benefits; visually attract more attention; and create extraordinary experiences.

Figure 1.1: Keik’s Creation Logo

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 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

The business owner came up with the Keik’s Creations as the name of his

business. They used the word “Keik” because the main product that they are

selling is cake and and they added the word “Creations” because they create

different designs of cake.

The tagline “we make edible incredible” represents that the business can

make your cake incredible.

The house-shaped cake in the logo represents the shop where you can

find a unique cake for your special occasion.

The color used in the logo were red, yellow, and brown. Red and

yellow are the chief food colors, evoking the tastebuds and stimulating the

appetite. Brown is warm, appetizing, wholesome, and natural.

VISION

To be able to expand our branch out within Pangasinan in 5 years and to

be the best of the best cakeshop

MISSION

To be able to explore and be more creative on cake designs to cater and

meet customer satisfaction.

Keik’s Creations Page 5

 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

OBJECTIVES OF THE STUDY

 To ensure customer satisfaction and build a customer repeat base

 To improve our position in the local market and strengthen our brand

 To provide a unique product for a reasonable price

METHODOLOGY

Methodology is the systematic broad principles or rules from which

specific methods or procedures may be derived to interpret or solve different

problems within the scope of a particular discipline. Without methodology, we

would be neither competitive nor successful. There are significant risks and

challenges associated with systems integration, particularly on a fixed price

basis. We assume those risks and challenges only because we have a process

in place which, when followed, guarantee success

RESEARCH DESIGN

The researcher used descriptive research method to collect quantitative

data from the respondents. This method allows the researchers to determine the

viability of establishing a cake shop in San Carlos City. This technique is deemed

fit for the study with the objective of determining whether the consumers will

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 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

surely love and patronize superb product that the Keik’s Creations offers. With

this method, survey questionnaire will be used to gather data.

INSTRUMENTATION AND DATA COLLECTION

Research Instrument are measurement tools (for example, questionnaires

or scales) design to obtained data on topic of interest from research subjects.

Different methods were being included in the analysis of data collection

which consists of basic questionnaire through online survey as the researchers

and respondents are both adopting to their new normal way of living making it

easier for the respondents to identify their answer.

SAMPLING TECHNIQUE

A simple random sampling is the sampling method that the researchers

will be using. This technique will be used by the researchers to conduct a study

where each member of a population has an equal opportunity to become part of

the sample. Given the wide range of customers that normally patronize different

type of bake shops, the researchers will conduct a systematic way of getting their

reviews and opinions on Keik’s Creations new product offer.

To determine the number of respondents that we need, we used the

Slovin’s Formula.

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 Virgen Milagrosa University Foundation
Martin P. Posadas Avenue San Carlos City, Pangasinan
College of Business Administration and Accountancy

Formula: n = N / (1=Ne2)

Where: n = Number of Samples

N = Total Population

E = Margin error which is 5%

Solution: n = 164,061____

1+(164,061)(.05)2

n = 399

For the questions 1 to 10, data gathered will be tallied to determine whether our

product will be patronized by our target markets. Data was treated usung the

frequency counts and percentage.\

Formula: n = F__ x 100

N(399)

Where: P1 = Percentage of respondents

F = Frequency of Respondents

N = Total Number of Respondents

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