EXECUTIVE SUMMARY

Main goals and objectives

Genissa’s Waffle Bibingka is a locally owned food outlet that will be positioned as a
stall/kiosk. Genissa’s Waffle Bibingka will provide a combination of excellent food at value
pricing. Genissa’s Waffle Bibingka is the answer to an increasing demand for new and
uncommon food, to be consumed for all types of occasion and even for snacks.

Our main priority is to establish one outlet in a suburban area, preferably in one of the
crowded subdivision in Antipolo. Later, our effort will be a further development of more retail
outlets in the surrounding area.

Genissa’s Waffle Bibingka will entice youngsters to refer the product to their friends and
family with our yummy food in an affordable price.

It is recommended that Genissa take immediate measures to launch and promote its
product, Waffle Bibingka. Added to this is that Genissa’s Waffle Bibingka should adopt a fresh
and healthy image;

Table of Contents

 Market and Product Situation

Genissa will offer this unique product, Waffle Bibingka.

People living at Louisville Subdivision and the surrounding area always buy food in any time
of the day especially from 8:30 am to 11:00 am and 1:30 pm to 4:30 pm for their snacks. And the
market size is growing.

1. Market Section

Market Description and Target Market

 Genissa’s Waffle Bibingka seeks to serve customers who are between the ages of 12-40
years old who resides around Louisville Subdivision who wants to try something new and enjoys
eating.

Market Segment

Genissa’s Waffle Bibingka intends to cater to a wide customer base. We want everyone
to feel welcome and entertained and also enjoy the unique food we will offer. We have defined
the following groups as targeted segments that contribute to our growth projections: Families
who reside at Louisville Subdivision and Tourists or those who just passes by the stall/kiosk.

These particular market segments are 12-40 years old, have disposable income, and are
seeking unique and different kind of food. These are the types of people who frequently buy
foods. They are likely to spend more on experiences they perceive as unique. They are also the
most open to trying something new, food wise, and will embrace our unique food.

Market Size & Total Target Market

The estimated population of people living around the area of Louisville Subdivision is
13,700 as of 2017 (https://en.wikipedia.org/wiki/Antipolo).

We have analyzed the food, especially snacks that are mostly patronage by the target
market. We have determined that our product would attract a lot of customers and has a potential
to be famous for its uniqueness. By studying publicly available sources, we have found out that
in our target group there are 26 food vendors and stores around the area. We have studied the
factor that affects the customers on buying the product/food to buy. Based on this, we can
assume a patronizing rate of 90% for our product.

Review of Customer Needs

Food is a staple need of people to survive.

Customers need change over time, be it food, clothes, furniture, etc.; so our product is
perfect for that “new” thing they all wanted to have. Customers won’t know what they want until
they see it, so our staffs will do their best to encourage them to try our product. The following
are some of the basic customer needs which will be offered by Genissa’s Staff.
(http://www.lifehack.org/articles/work/the-six-basic-needs-of-customers.html)

1. Friendliness
Friendliness is the most basic of all customers’ needs, usually associated with being greeted
graciously and with warmth. We all want to be acknowledged and welcomed by someone who
sincerely is glad to see us.

2. Understanding and empathy

Customers need to feel that the service person understands and appreciates their circumstances
and feelings without criticism or judgment. Customers have simple expectations that we who
serve them can put ourselves in their shoes, understanding what it is they came to us for in the
first place.

3. Information

“Tell me, show me – everything!” Customers need to be educated and informed about our
products and services, and they don’t want us leaving anything out.

2. Product Review

Sales, Prices & Gross Margin

In order to attain the required sale price, our formula will be:

Cost of materials + Overhead = Total Cost + Desired Profit (20% on sales) = Required Sales

For the Gross Margin,

Gross Margin = Revenue – Cost of goods sold / Revenue

Product Portfolio

The assumed price of the Genissa’s Waffle Bibingka is at Php the cost of product is as
follows:

3. Competition

Major Competitions

The competition comes from several different sources.

 Fast food chains

Fast food Chains are known by many of us, some people will prefer to buy there because
they already established a good reputation (about cleanliness, taste of food, etc.).

Here is a background data of a fast food chain from an online public source:

Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of
over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of
the local market that is more than all the other multinational brands combined. The company has
also embarked on an aggressive international expansion plan in the USA, Vietnam, Hong Kong,
Saudi Arabia, Qatar and Brunei, firmly establishing itself as a growing international QSR player.

Aside from promoting a family oriented work environment, the brand’s values also reflect on
their advertising and marketing. Jollibee knows their target audience very well: the traditional
family and all communication materials focus on the importance of family values, making
Jollibee the number one family fast food chain in the Philippines and a growing international
QSR player.

Jollibee’s growth is due to its delicious menu line-up – like its superior-tasting Chickenjoy,
mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee Spaghetti
-ably complemented with creative marketing programs, and efficient manufacturing and logistics
facilities. It is made possible by well-trained teams that work in a culture of integrity and
humility, fun and family-like. Every Jollibee outlet welcomes customers with a clean and warm
in-store environment and friendly and efficient service.

And it is this tried and tested formula of delivering great-tasting food, adherence to world
class operating standards and the universal appeal of the family values the brand represents that
are driving the expansion of Jollibee both locally and in the overseas market.

Market Share

On Thursday, Jollibee Foods Corp (JFC:PHS) closed at 250.00, -0.95% below its 52-
week high of 252.40, set on Oct 24, 2017.
(https://markets.ft.com/data/equities/tearsheet/summary?s=JFC:PHS&mhq5j=e7)

4. Distribution

The Business’ overall business strategy, pricing structure, marketing objectives, and target
market are such that our sales warrant a "person-to-person" selling strategy. With this in mind,
the Genissa plans to eliminate all distribution channels in its initial stages of operation. In other
words, Genissa will utilize the talents and skills of its sales staff to sell directly to the target
audience, rather than hiring an out-of-house service. This decision saves Genissa a huge amount
of money. But the decision is not based solely on monetary considerations; other important
factors have been analyzed. For instance, an in-house service bureau enables the Company to
monitor and quickly respond to customer questions, concerns and inquiries. It allows us to
directly determine the effectiveness of our selling techniques and strategies. It also enables us to
ensure customer satisfaction and loyalty, thus allowing us to increase sales and maintain a high
profile among consumers. It lessens the likelihood of mis-communication among the channels -
something that is of prime importance to new organizations. And finally, by reducing the levels
of distribution, the Business can experience a controlled growth. Lastly, the business doesn’t
require a huge distribution channel since we are offering a single product.

Threats and Opportunities

The following SWOT analysis captures key strengths and weaknesses within the company
and describes the opportunities and threats facing the Genissa’s Waffle Bibingka.

Strengths

 Strong relationships with third party vendors.

 The product is very unique, hence people will have an interest to try it and eventually love it.
 Fast-service

Weaknesses

 The Genissa’s limited brand equity.

 A limited marketing budget to develop brand awareness.

Opportunities

 A growing market with a significant percentage of the of the target market still unaware of the
Genissa’s Waffle Bibingka.
 Increasing sales opportunities as people become familiar with the product.

Threats

 Lifespan
 Competition from other food product.
Objectives and Issues

 To recover the money invested within one year of operation.

Genissa expect to recover the money invested on the business within one year of operation as
Genissa believe that the product will be loved by the customers for its uniqueness, and low
pricing but high quality.

 To innovate new products to be offered and develop existing ones.

Since Genissa expect a good feedback about the Waffle Bibingka, and since we stick to the
mantra “to give something new and unique” we will innovate products to give variations to the
customers.

 To expand into a number of outlets by allowing resellers, probably two years after
opening the business to increase profit.

After recovering the money invested, Genissa plans to expand a number of outlets probably after
2 years. Genissa will allow resellers to re-distribute our product to a wider audience.

 To establish a presence as a successful food store/shop and gain a market share in
Philippines' food industry.

After expanding, Genissa will establish a successful food store/shop and will soon gain market
share in the Philippines’ food industry.

Marketing Strategy

Genissa’s Waffle Bibingka seeks to serve customers who are between the ages of 12-40
years old who resides around Louisville Subdivision who wants to try something new and enjoys
eating.

The market will be located at the Samsonite Bulding, Gilbert St., Louisville Subdivision,
Brgy. Cupang, Antipolo City. This commercial building is located just outside the subdivision
where most people passes by. Residents from Louisville Subdivision, at any age, often spend
their time here since it offers a lot of place to use your leisure time; it has computer shops, salon,
barber shop and a school supplies shop.
Action Programs

1. Action Item (what): Increase small business sales and grow market share

by 10% a year over the next 3 years.

(The strategic goal was to become a leader in the industry - growing market
share is one action this company might take to get to their goal.)

2. Who's responsible: A team; or the owner; or sales and operational staff (it
is not sales' responsibility alone to achieve growth; this must be done in
conjunction with the operations group (if a manufacturing company) or with
buyers (if a retail store e.g. what's hot, what's not; sales staff can't increase
sales if the stock is wrong or outdated); or consider the advantages of
outsourcing and identify outside resources who could help and include a
budget in this part of the process.

3. How: This would depend on whether you are growing the market (by adding
new products) or whether you are taking away someone else's share.

If you add new products, you need to conduct solid market research to make
sure that the products are viable, that you understand the product's life-
cycle, that you have strong product differentiation and uniqueness, and that
you have positioned the product well.

If you plan to take away someone else's share of the market you need to
have something of higher value than whatever your competitor offers: e.g.
significantly better customer service or delivery or product or price or brand
or ?

4. When: Put in place time measures. For example, a market research study to

be completed in one month; a new product or service to be launched in 6
months; how long for sales to achieve a good number; etc.

Budget

Controls