TABLE OF CONTENTS

Executive Summary
Vision
Mission
Company Goals
Company Facts
Company Plan
Sales Plan
Operating Plan
Marketing Plan
Market Analysis
Target Market
Services
Marketing & Sales
Competition Analysis
Competitive Advantage
Selling Strategies
Branding & Positioning
Pricing Policies
Packaging & Positioning Strategy
Financial Plan
Capitalization Plan
Supporting Documents


EXECUTIVE SUMMARY
Mission

Vision

Keys to Success
Excellent Service
Finest Quality of food
Tasty Products
Large Portions
Reasonable prices

Goals
To provide good service to customer
To satisfy the customer needs and wants
To achieve the target market
To provide job opportunities to others
To sell delicious and remarkable food and drinks.
To make sure that the food and drink we sell meets the highest
standards of quality, freshness and seasonality and combines
both creative and traditional styles of cooking.
Company facts
On November 5, 1977 Chua Cheong Ching established a
business, Country House Cuisine Incorporation (Country Chicken).
Before he became a successful restaurant owner he started as a cook
at Savory Restaurant. When he earned enough money, he
established the business with a starting capital of 10,000 pesos. He
has 5 children; one of them is Mila Tan, his third child. Mila was the
one who helped him to manage their business. Their first branch
located in Manila became successful so they decided to put another
branch. Because of the mouth-watering chicken and barbeque, main
products, which the customers are patronizing, they expand their
chicken and currently Country Chicken has 5 other branches. Even
though there are lots of competitors engage in the same other
business, still, their products were click to the people due to the
recipe that they inherited from their ancestors. The main secret to
this is their sauce.
When Chua Cheong Ching died, Mila was assigned to be the
new president of the company at the age of 23 and up to the
present.


COMPANY PLAN
Company Description
Country chicken is a great place to eat, combining an intriguing
atmosphere with excellent, interesting food. The mission is not only
to have great tasting food, but have efficient and friendly service
because customer satisfaction is paramount. We want to be the
restaurant choice for all families and singles, young and old, male or
female. Employee welfare will be equally important to our success.
Everyone will be treated fairly and with the utmost respect. We want
our employees to feel a part of the success of country chicken Happy
employees make happy guests.
Sales plan
Product and Services
Buy ten (10) motor vehicles for service delivery

Production and Distribution
Put additional branch near campuses/universities
Hired well trained people or professional
Operating Plan
We have one accounting employee
Plan to hired accounting graduate
Have an Accounting Staff





Management, Advisor, Key Staff and Gaps in Team
Particular Number
Chef 12
Manager 1
Supervisor 2
Office Staff 4
Production Staff 6
Order/service 14
Waiter 8
Cleaner 10
Delivery Boys 17
Security Guard 2
Total 76

Marketing Plan
Market Analysis
Target Market
Initially youth, families and offices around Circular Road will be
our target
We will focus to serve middle class and upper middle class
Due to innovation in our menu and services we expect to
attract people from other part of the city
Services
We will serve our potential customers at our outlet and the
families at residential complexes will be served through express
home delivery
At outlet there will be provision of Self Service
Initially our menu includes:
Marketing & Sales
Effective and targeted marketing tools will be used to attract
potential customers
Promotion
Advertisement Through leaflets, posters and
hoardings on Circular Road
Sales Promotion Discount coupons, issuing
privilege card and contest
PR Press release and stories in local media
Pricing Strategy
Considering that we are providing an exciting place we will charge
premium for that, our pricing will suit better to the middle class and
upper middle class crowd

Distribution Channel
Instant service at Outlet
Home delivery
Competition Analysis
Competition
Our competitors are Mang Inasal, Chicken
Bacolod etc.
With innovative menu and quality services
we expect to attract customers from
other part of the city.


Selling Strategies
Branding & positioning
Our brand name is country house cuisine Inc. (country
chicken.)
We design our logo and tagline which reflect excitement.
Pricing policies
Based on cost of Ingredients
Based on the amount of pork and chicken
Packaging and Positioning strategy
Packaging is being made in our Quezon City branch and
transferred to Manila branch after.


Financial Plan
Particular Amount
Outlet 450000
Interior 250000
Kitchen 200000
Infrastructure 250000
Marketing 50000
Miscellaneous 100000
Total 1300000

CAPITALIZATION PLAN
Capital required
The starting capital is ten thousand pesos (P10 000) by the year
1977.
Sources of capital
The salary of the owner, chua cheong ching , was used as the source
of capital.
Uses of funds
The earning of Country House Cuisine Inc. (country chicken) is
distributed by paying their employee, electricity bill, and buys some
ingredient and product. The excess will be distributed among of
them.
Supporting Documents
Resume of President
Name: Mila Tan
Age: 62
Gender: Female
Nationality: Chinese
Birth Date: November 5, 1952
Fathers Name: Chua Cheong Ching
Occupation: Cook
Mothers Name: Geocheok B. Tan
Occupation: House Wife

BACKGROUND (EDUCATIONAL SUMMARY)
HIGH SCHOOL
Philippine Christian Academy
COLLEGE
University of Santo Thomas
EDUCATIONAL ATTAINMENT
Bachelor of Science in Architecture- Undergraduate
Bachelor of Science in Secondary Education
PREVIOUS WORK
Teacher
Tutor