COLEGIO DE STA.

TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

Strategic Business Plan

for Entrepreneurship for Tourism and Hospitality

Potato Corner

A business plan submitted in partial fulfillment of the requirements

for the subject Entrepreneurship in Tourism and Hospitality

Under the supervision of:

Prof. Mary Joanne Angel

Prepared by:
Bartolome, Kate Nicole
Canam, Mercedes
Gonzales, Lhaila
Lucido, Roselle
Mendoza, Xyrine
Silvestre, Melvin
Timbol, Maureen

BSHM 3 – 2

S.Y. 2024

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

Table of Contents
I. Executive Summary..............................................................................................................2
II. Situation Analysis..............................................................................................................3
II.1 Market Summary..............................................................................................................3
II.2 SWOT Analysis..................................................................................................................3
II.3 Competition........................................................................................................................3
II.4 Product Offering................................................................................................................3
II.5 Distribution........................................................................................................................3
III. Marketing Strategy...........................................................................................................3
III.1 Objectives.........................................................................................................................3
III.2 Target Market...................................................................................................................3
III.3 Positioning........................................................................................................................3
III.14 Strategies.........................................................................................................................3
III.5 Marketing Mix..................................................................................................................4
III.6 Market Research..............................................................................................................4
IV. Financials...........................................................................................................................4
V. Controls.................................................................................................................................4
V.1 Implementation...................................................................................................................4
V.2 Marketing Organization....................................................................................................4
VI. Other Attachment.............................................................................................................4
Bibliography..................................................................................................................................4

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

I. Executive Summary

Potato Corner was founded by Mr. Jose Magsaysay Jr., Ricky Montelibano, Danny
Bermejo and George Wieneke in year 1992. The main focus of the product is the
Flavored French Fries. They introduced a first stall in SM Megamall on October 16,1992.
The initial opening of the business took place through a food cart business. Typically, a
food cart is set up on the street to offer and sell street food to those passing by customers.
In terms of capital, they needed to borrow money in order to obtain the initial financial
capital of 150,000, but within a thirty-day period, all of them were able to repay their
loans. Their initial success led them to consider expanding through franchises. In year
1993 Potato Corner a food cart company, start franchising their business. Due to
franchising, Potato Corner now has about 1200 plus outlets around the globe. As of 2022,
Potato Corner is present in 19 countries include the Philippines, Indonesia, United States,
Panama, Australia, Thailand, Hong Kong, Cambodia, Singapore, Vietnam, Malaysia,
Kuwait, Myanmar, Saudi Arabia, Canada, United Kingdom, New Zealand, United Arab
Emirates and China.

The brand is successful due to its unique concept of offering freshly cooked fries
with a variety of seasoning options, which appeals to a wide range of taste preferences.
Potato Corner is distinct in the fast-food industry, providing a unique product compared
to traditional burger or pizza chains. By focusing on one product category, flavored fries,
it sets it apart and attracts customers who are looking for a convenient and indulgent
snack option. The brand is aimed at different demographic groups, including students,
young professionals, and families. The company pays attention to locations with high
traffic of target customers, such as malls, schools, and busy streets, in order to maximize
the visibility. Potato Corner is a well-known brand that offers a unique product offering
and has a strong growth potential. Potato Corner's well-positioned for continued success
in the snack food industry is due to their proven business strategies and loyal customer
base.

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

II. Situation Analysis

Potato corner is the original and the largest flavored French fries’ brand in the Philippines
and to Mr. Joe Magsaysay, the owner and CEO of Potato Corner, he mentioned that kids
in the Philippines ages 5-12 years old will always be their primary target. With this
information the target segment for Potato Corner is families of young people in urban and
semi urban location belonging to upper middle class or middle class. And as a part of
their branding, they made a mascot named “Spudster” so that it will be more appealing to
kids (Potato Corner History, 2017). Potato corner offers different flavored French fries
(potatoes are vegetables) that can make the customers feel good and there are a lot of
flavors that they can choose from as everyone has different taste and preferences. Since
the marketers focuses on one specific franchise located Sm Fairview, Novaliches The
target market of this franchise business is based on the geographic location specifically
living in Sm Fairview, Novaliches and because most of the teen and kids are like to eat
Potato fries with different flavors and texture. The marketers have found out that this
phenomenon happen in the last 10 years ago which continuously happening today that is
why people are investing into franchise businesses. The researchers investigated the
geographical area and discovered that there is a lot of potential for success in Sm
Fairview, Novaliches because it is a developing province in Cavite with few competitors.
Because there are few businesses that sell potato fries with varied flavors and textures in
Manggahan, General Trias, Cavite, anticipated that this franchise business may likely
expand and become popular for prospective consumers in the future.

II.1 Market Summary

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

II.2 SWOT Analysis

Strengths: Weaknesses:

 

Opportunity: Threats:

 

II.3 Competition here

Potato Corner is facing competition from various snack food businesses in the
Philippines, who each have their own unique tasty and convenient snacks. Potato-based
snack chains offering flavored fries, such as Potato Giant, are part of one of the
competitors. This competitor frequently focuses on similar market segments and battles
for prime locations in malls, schools, and other high-traffic areas. Also, fast-food giants
such as McDonald's and Jollibee provide indirect competition by presenting their own
fries as part of their extensive menu offerings. Additionally, traditional street food
vendors selling classic Filipino snacks like fish balls, squid balls, and kwek-kwek provide
competition, particularly in areas where Potato Corner may not have a physical presence
or where consumers are looking for lower-priced options. Despite competing with
different businesses, Potato Corner maintains its competitive status by offering unique
products, strong brand recognition, and focusing on quality and customer service.

II.4 Product Offering here

Flavored french fries are the main focus of Potato Corner's product offerings. The
brand is known for offering freshly cooked, crispy fries that are seasoned with a range of
unique and delectable flavors. These seasonings come in a variety of flavors such as
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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

cheese, barbecue, and sour cream, as well as more adventurous ones like chili barbecue,
garlic parmesan, and wasabi. Customers can choose from various sizes of fries, allowing
them to customize their order based on their appetite. Furthermore, Potato Corner often
introduces limited-time flavors and seasonal offerings like for example their classic
adobo flavor to keep its menu fresh and to adapt to the changing tastes of consumers.
Potato Corner's product offering is designed to appeal to a wide range of tastes and
preferences, making it a popular choice among consumers looking for a delicious and
convenient snack. Whether enjoyed on its own or paired with a variety of flavors. Potato
Corner's flavored fries provide a unique and enjoyable snacking experience that keeps
customers coming back for more.

II.5 Distribution

III. Marketing Strategy

III.1 Objectives

III.2 Target Market

III.3 Positioning

III.14 Strategies

III.5 Marketing Mix

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

A. Product
The Potato corner branch that we choose is the Potato Corner found in Sm
Fairview, Novaliches. The available product that they offer in that certain branch
is A flavored fries and some special fries like Loopys and crosscut fries. The
available flavors are: cheese, sour cream, barbeque, adobo, chilly barbeque, chilly
cheese, sour cheese, wasabi and sweet corn. The sizes that are available are
regular, large, jumbo, mega, giga and tera. They also have flavored nachos and
super chicken pop. They also offer flavored teas like Jasmine tea, winter melon
tea and yuzu tea.

As part of the marketing team for creating a marketing plan, the researchers come
up to the idea of adding variety of products and additional flavors to offer in Sm
Fairview, Novaliches branch, actually some of this product is available in other
branch of potato corner.

First in the list is Jojos which is a thin, it is crispy and absolutely bursting in
flavors. Every cup of Potato Corner Jojos serves the customers both crispy and
tender wedges and researchers believes that customers will definitely enjoy it.
Hashbrown is another product that the marketing team would like to add in Potato
Corner’s menu, who says hash browns should only be made in the morning? At
Potato Corner DiviMart Manggahan, seller can serve its customer’s favorite
American breakfast dish all day!

Classic popcorn is boring, so the researchers would like to suggest a new Flavored
popcorn. This sweet and salty combination is something that a customer could not
get enough of.

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

Aside from specialty fries and new product that the team wanted to offer, the
team also plan to add some additional flavors that customers have additional
choice for their potato corner fries.

First is ketchup flavor, one of the most all-time partners of fries is ketchup. No
more hassle in opening a small pouch.

Marketing team think also think of an ice cream flavor that will be a perfect
partner for potato fries. With the flavor of buttered potato, this ice cream can serve
as a popular product in Potato Corner.

B. Price
Potato corner utilized the strategy of ending their prices with the psychological
pricing strategy, Potato corner is able to persuade customers into thinking that
they are paying a cheaper price for the French fries compared to the price they are
paying it for. Furthermore, the large size of French fries is only P55.00, therefore
customers can feel that they are getting a good deal for a large size.

Here's the prices of the menu of the products according to sizes in Potato Corner:

FRENCH FRIES BASED ON SIZE PRICE

REGULAR SIZE P29.00
LARGE SIZE P55.00
JUMBO SIZE P85.00
MEGA SIZE P110.00
GIGA SIZE P179.00
TERA SIZE P209.00
FLAVORED TEA P30.00

Here are the list of prices for new product that the researchers are suggesting to

Potato Corner Sm Fairview should have.

PRODUCT PRICE

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

HASH BROWN P90.00

JOJOS P90.00
LOOPYS P90.00
REGULAR SIZE POTATO ICE CREAM P30.00
FLAVORED POPCORN P110.00

The producer prices of potatoes have changed across major potatoes production
regions in the Philippines and based on the Potato Price in the Philippines it cost
66.66 PHP and from its cost, the researchers can consider that this information are
justifying that it would not change the pricing of the menu of Potato Corner.
Given these prices of Potato Corner, customers are seen to be accepting with it.
But maybe in the near future if the price of potatoes will change, maybe the price
of menu in potato corner will be change also because people knows that the main
ingredients in Potato Corner is Potato.

C. Place
The researchers selected the Potato Corner branch located at Sm fairview,
Novaliches Quezon city since it is a strategical location for the prospective
customers. The customers can easily reach the physical store due to its ideal
selling location in regards to the COVID-19 prevention protocol, which
established a short distance away the physical store. Customers can enjoy the
products by visiting the company's physical store. Potato Corner also provides the
option for customers to order their favorite flavored fries online. Potato Corner
can be delivered to your door using a service like Food Panda or Grab Food.
Potato Corner has its own Facebook page as well as an official website where you
can find all of the information you request.

D. Promotion

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

TikTok Account for Advertisement Potato Corner New Flavor

Monthly Promo’s Super Card Collaboration

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 COLEGIO DE STA. TERESA DE AVILA
School of Hospitality and Tourism Management
6 Kingfisher St., Zabarte Subd., Brgy. Kaligayahan, Novaliches Quezon City 1124 Philippines

III.6 Market Research

IV. Financials

V. Controls

V.1 Implementation

V.2 Marketing Organization

VI. Other Attachment

Bibliography

Wikipedia contributors. (2024, April 21). Potato corner. Wikipedia.

https://en.wikipedia.org/wiki/Potato_Corner

History – Potato corner. (n.d.). https://potatocorner.com/history/

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