Beruflich Dokumente
Kultur Dokumente
By:
Lanto, Sheila May A.
September 2014
Accountancy Department
College of Business & Accountancy
Approval Sheet
This feasibility study entitled: The Establishment of Ice Cream Parlor,
named Ice Cream Dream in Tanauan City, Batangas, prepared and submitted
by Sheila May Lanto in partial fulfillment of the requirements for the subject of
Management Consultancy of Bachelor of Science in Accountancy, has been
examined and recommended for oral examination.
Member
Member
________________________________________________________________
Accepted and approved for partial fulfillment of the requirements for the
subject of Management Consultancy of Bachelor of Science in Accountancy.
Date:__________________
Accountancy Department
College of Business & Accountancy
ACKNOWLEDGEMENT
It is never easy to conduct and come up with this feasibility study. I would
have never completed this without the great help and full support of my family
and friends.
The proponent would like to extend her appreciation to the following
persons who have contributed to the success of this study.
To our professor, Sir Raegan Capuno, for giving his constructive criticisms
and outmost support by sharing knowledge from his profession for the
accomplishment of the study;
To my loving parents and family members who supported me in my moral,
spiritual and mostly, financial aspects, and especially the strength and inspiration
you gave in everything I do;
To my friends and classmates, who helped me even in a small way in
contributing to the success of this project;
Above all, to the Creator of All, our Almighty God, who has given the
proponent the knowledge, wisdom and strength to finish this feasibility study;
This will not be a success without their presence.
Thank you.
S.M.L
Accountancy Department
College of Business & Accountancy
DEDICATION
The Proponent
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Executive Summary
Title: The Establishment of an Ice Cream Parlor, named Ice Cream Dream in
Tanauan City, Batangas
Researcher: Ms.Sheila May A. Lanto
Degree: Bachelor of Science in Accountancy
Adviser: Mr. Raegan L. Capuno
Marketing Aspect
Different methodologies and techniques were used to gather pertinent and
reliable information used in conducting the study. The 7Ps of marketing was used
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to show the different marketing plans of the business. The target market is stated
here and even includes the business logo and tagline.
Management Aspect
The form of business organization of a business is a Sole Proprietorship
managed and operated by single person preferably by the owner. The
organizational structure was also shown here and even enumerated all the job
specifications and descriptions of every employees. Compensation was also
considered in this aspect.
Technical Aspect
This included certain facilities, supplies, materials and equipment needed
for the operations of the business. It also showed the cost of the product and the
projected quantity for each. It also enumerated certain utilities requirements
needed for the maintenance of the operations of the business.
Financial Aspect
Socio-Economic Aspect
In a positive manner, the local and national government will also be
benefited by the project through the additional taxes that will be raised by the
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said authorities.
The project in its own little way will help lessen the
unemployment rate by creating opportunities for jobs. The project will also
consider its responsibility with respect to the environment.
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Chapter 1
Introduction
Background of the Study
Putting up a business is never an easy task. It must be planned to
determine its feasibility. As a business-minded person, the proponent thought of
establishing a unique business - a business which will gain the target profit from
the target market. In the Philippines, experts have claimed that food sectors as a
viable business. With this, the proponent comes up with the idea of establishing
an ice cream parlor.
People of all ages love ice cream. It is a cause of happiness and
refreshment for them. Because of the obvious pleasure of satisfying ones own
taste buds, almost everyone has a fond memory of a Birthday party, picnic or
romance which included some form of ice cream. An ice cream parlor must
create a unique taste which will entice every customer. This is one of the goals of
the proponent in establishing the business. Because of this, the proponent
comes up to name the business, Ice Cream Dream, a business which will
uniquely perform and entice every customer in Tanauan City.
This feasibility study describes the product which the ice cream parlor will
offer to the public. It also determines the different factors on marketing the
product, the technical and management aspects, the potential profitability and the
socio-economic aspect of the proposed ice cream parlor.
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Accountancy Department
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Accountancy Department
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Accountancy Department
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Chapter 2
Marketing Aspect
Marketing is a system of business activities designed to plan, price,
promote and distribute want-satisfying goods and services to present and
potential customers. It is considered as the lifeblood of every business
transactions because it is a strategic way on how to cope up to the needs and
wants of the costumers, finding opportunities regarding it, introduce and market
the product, achieve customers loyalty and patronage. It is really one of the most
vital factors to be considered in establishing a business.
Product
The primary product of the restaurant will be soft serve ice cream offered
in two flavors: vanilla and chocolate. However, the primary product will be offered
in many variations. First, the menu will offer the traditional ice cream served in a
cone or cup either plain or coated with chocolate. Also, smoothies will be offered
in three flavors: vanilla, chocolate and strawberry. Another favorite to be served
will be the old fashioned sundae with a choice of chocolate and strawberry
syrups with marshmallow, rice crisps and sprinkles toppings. Moreover, the
parlor will present an ostentatious presentation of specialty desserts. The banana
split will feature three heaping mounds of ice cream, three toppings, banana and
whipped cream, topped with a cherry. In addition, the parlor will offer two sizes
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of ice cream cakes. Soft drinks will be the parlors secondary product. The drink
menu will include Coca Cola, Diet Coke and Sprite.
`
Price
The price of every commodity also affects the buying preferences of the
consumer. The quality of the product will not be sacrificed in order to offer with an
affordable price. The proponent has set the price of the product with high
consideration to company cost and giving the company a justifiable amount of
profit. The proponent will use the cost plus pricing strategy in which total
production cost will be determined and then the business will set a mark up.
Prices of existing products in the market are also being looked up so that a fair
competition will occur.
Place
The place of the business is one of the most important factors that
contributes to and distinguishes the success of a business. The location of the
business must be situated in a place that is accessible to target consumers. It will
be situated in Tanauan Public Market wherein many people pass by. Besides, it
will attract not only residents and students but also a large number of people who
are nearby the place like employees or workers.
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Promotion
Promotion is also important in making the product renown to the
customers. Relationship marketing will be considered first such as welcoming
customers, soliciting feedback and developing customer loyalty through giving of
discounts. Posters or tarpaulins will also be placed in our store. The design of the
poster or tarpaulin can able to catch the attention of the customers because of
the information provided as well as its aesthetic. Chosen colors are pleasing to
the eye and will surely boost the interest of the customers. Flyers will also be
distributed as they can convey wide range of possible buyers for it can be
brought to other places.
People
People are the most important element of any service or experience.
Services tend to be produced and consumed at the same moment, and aspects
of the customer experience are altered to meet the 'individual needs' of the
person consuming it. They will be in charge of operating the business and the
one who prepare customers orders. They must be appropriately trained, well
motivated and have the right attitude. The people will be given a good
compensation and benefit package so they will also work hard in attaining the
goals of the business.
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Process
Process looks at how well your staffs have been trained and how well your
customer facing process work. This includes manner in which customers and
their orders are served and also the amount of waiting time involved in the
production process or the serving time.
Physical evidence
Physical Evidence is the material part of a service. This pertains to how
you and your product is presented in the market place. Moreover, the business
will offer a comfortable and neat ambiance and even use additional scents to
make their store extremely fragrant. The windows will be decorated to provide a
welcoming atmosphere and entice passers-by to stop in.
SWOT Analysis
Strengths
Weaknesses
Opportunities
The business will be able promote itself as a dessert joint for the nearby
restaurants.
The market is far below saturation level and most of the competitors do
little advertising. Most local competitors do very little in the way of
marketing.
Threats
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CHAPTER 3
Management Study
Management is one of the important aspects in establishing a business. It
is the performance of conceiving and achieving desired results by means of
group effort consisting of utilizing human talents and resources. Therefore,
management is considered as the force that runs an enterprise and is
responsible for its success or failure.
The Management study is responsible for setting directions and for
business planning, administration and control. This chapter is about the form of
business organization and its structure, and the compensation given to
employees. A management study is essential in order to attain goals and
objectives of the business and how it should operate.
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share it with a partner. The business will be named Ice Cream Dream and the
owner is responsible for the planning, organizing and controlling the business.
Organizational Structure
An organizational chart is a diagram showing the salient aspects of an
organizational structure. It shows the relationship between position as to
authority and responsibilities.
Presented below is the organizational chart for ICE CREAM DREAM Ice
Cream Parlor.
Figure 2
Organizational Chart
Cashier
Sales
Personnel
Sales
Personnel
Sales
Personnel
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Job Qualifications
Job Descriptions
Store Manager /
Owner
management functions
planning, organizing,
background
Handles the
implementation of the
management skills
Monitors the
performance of his
subordinates.
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equipment maintenance,
calibration, shipping, and
Quality Control/Food
Safety Inspection
Sales Personnel
Male or Female
In charge in the
school level
preparation of the
product
skills
Responsible in assisting
Responsible in cleaning
the store and entire
production area
Cashier
Responsible for
Male or Female
giving receipts
level
Responsible in money
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transactions
Handles money/sales
properly
properly
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Compensation
To provide an effective and efficient personnel and workers, the company
will give proper wages to its employees. The minimum wage in Region 4CALABARZON is considered in establishing the salaries of every employee. Ice
Cream Dream needs two full time sales personnel who will assist in providing
customers needs and also help in production process. It will also need a cashier
that will be responsible for the sales transactions. They will work 8 hours a day,
from 8am to 5pm with an hour break. They will be receiving a minimum wage of
p255 per day.
Table 2
Compensation Schedule
Personnel
Monthly Salary
Annually
Store Manager
P7650
P91800
Cashier
P7650
P91800
Sales Personnel 1
P7650
P91800
Sales Personnel 2
P7650
P91800
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CHAPTER 4
Technical Study
Business Name
The business establishment needed a name to be acknowledged by the
customers. With this, the proponent chooses the name of the business as Ice
Cream Dream. The proponent comes up with this name because one of her
dreams includes that of establishing her own business and that she also loves
ice cream. With this name, it emphasizes the product being offered and also
encourages people to dream.
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Office Supplies
The office supplies are needed in the operation of the business especially
in the office where documentation and recording of daily transaction and
operation of the business occurs. These items are commonly found in every
establishment.
ITEM
QUANTITY
UNIT COST
TOTAL COST
Record Book
P39.50
P118.50
Calculator
P500
P500
Ball pen
10
P15
P150
Receipt
5 pads
P9.50
P47.50
Bond paper
1 ream short
P150
P150
Stapler
P29.50
P59
Staple wire
2 boxes
P27.25
P54.50
Folder
P5.50
P27.50
TOTAL
P1107
Raw Materials
These are the direct and indirect materials or ingredients needed for the
completion of the product.
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Direct Materials
These are items which are directly attributable to the main products.
Direct
Unit Cost
Quantity
Reorder
Cost per
per order
point
month
P120/kg
10 kg
7 days
P5148
P61776
P115/kg
10 kg
7 days
P4933.50
P59202
P145/kg
2 kg
5 days
P1740
P20880
Syrup
P105/kg
2 kg
5 days
P1260
P15120
Mini kisses
P145/kg
1 kg
4 days
P1087.50
P13050
Mini
P105/kg
1 kg
6 days
P525
P6300
Mini nips
P180/kg
1 kg
5 days
P1080
P12960
Sprinkles
P140/kg
1 kg
6 days
P700
P8400
Rice
P140/kg
1 kg
7 days
P600.60
P7207.20
Material
Ice cream
Annual cost
mix
Smoothies
mix
Coating
dip
mallows
crispies
Banana
P2/pc
15 pcs
everyday
P900
P10800
Whip
P200
7 days
P4290
P51480
cream
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Cherry
P200/12pc
everyday
P6000
Total
P72000
P339175.20
Indirect materials
These materials are not part of the main product but are the same
importance with the direct materials.
Indirect
Unit Cost
Material
Cup
P230/1000pcs
Quantity
Reorder
Monthly
Yearly
per order
point
Cost
Cost
10 days
P690
P8280
5 days
P150
P1800
10 days
P126
P1512
100
5 days
P600
P7200
pack
Spoon
P25/100pcs
pack
Tissue
P42/1000pcs
pack
Label
P1.00/pc
TOTAL
P18795
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QUANTITY
UNIT COST
TOTAL COST
P70000
P70000
Scooper
P220
P440
Knives
P70
P350
Blender
P2000
P4000
TOTAL
P74790
Source: olx.com
QUANTITY
UNIT COST
TOTAL COST
Tables
P1500
P6000
Ordinary Chair
16
P1000
P16000
TOTAL
P22000
Source: olx.com
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Utilities Requirements
Electricity
It is one of the primary utility requirements of a business. Ice Cream
Dream will greatly need this for its proper and smooth operations and for the
business to carry out its operations. This will also set the atmosphere of the
restaurant for its proper lighting and ambiance. The store electricity will be
provided by the BATELEC II.
Water Supply
As the business executes its operations, it needs a good water supply in
order for them to continuously do their job and tasks. A good water supply can
enable them to perform tasks such as cleansing the raw materials and kitchen
utensils, machines, and equipment, and the overall store to ensure safety of the
customers. Water Supply payment will be provided by Tanauan Water District.
Telecommunications
Telecommunications is a form of communication that is said to be
indispensable to the duration of a business of Ice Cream Dream, as one of
newest in the market, need these so called telecommunications in order to have
a clear and proper negotiation with suppliers and especially with the customers
regarding their feedbacks, suggestions, recommendation and other customer
concerns that can might help and contribute to the business growth, development
and profitability. Telecommunication supply will be provided by PLDT.
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Chapter 5
Financial Aspect
Financial Aspect includes the quantitative monetary unit of all the aspect
of the business enterprise. This chapter includes the cost of the business
operation to determine the capital requirements. It also covers the projected
financial statement to conclude the profitability or loss of the business.
This chapter refers to the efficient and effective utilization of capital to attain the
objectives of an organization relative to profitability of operations, liquidity of
financial resources and minimization of risks and cost in starting the business.
Major Assumptions
1.
2.
3.
2014
2015
2016
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RATE
4%
3.5%
5.5%
Source: http://www.tradingeconomics.com/philippines/inflation-cpi
4.
5.
6.
7.
8.
9.
10.
11.
12.
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13.
The company
is VAT registered and shall base on 12% value added tax rule and
will be shown as a reduction or addition in necessary accounts.
14.
15.
16.
17.
18.
Selling price will be fixed at ____ and the cost of the product is
estimated to increase ______ each year.
19.
20.
21.
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Financial Statements
In analyzing and interpreting financial statements of a particular entity, the
analyst must somehow have standards with which may be compared to the
contents of said statements. These standards may be the figures, ratios or
percentages, or changes indicated in budgets, industry averages, competitors
financial statements and the companys own financial statements for the period.
The primary source of information about the firms financial performance and
position are found in the financial statements.
Income Statement
The Income Statement helps to determine the profit that the business has
earned with its activities during one financial year. If revenues are greater than
the expenses, the business has earned a profit. Otherwise the business has
experienced losses.
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Chapter 6
Socio Economic Aspect
The socio-economic impact of this study will clearly state its relevance to
the external aspect of the business. The vision and mission statements as well
as the social, economic and environmental responsibilities are identified in this
chapter.
Vision
Ice Cream Dream envisions itself to be the leading ice cream parlor
particularly in the city of Tanauan and be able to offer extraordinary experience to
its customers.
Mission
In realizing the vision of the business, Ice Cream Dream is committed:
To take care of its employees and will be paid according to their skills and
abilities
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To be open to all in-store suggestions from customers and test them for
results
Employment Generation
The business will provide job opportunities to many individuals most
especially to those people who have great passion in food preparation. Every
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Environmental Responsibility
The business will be maintaining a clean and conducive environment. This
will be implemented by having proper waste disposal. Trash cans will be put
inside the store so garbages can be properly disposed. Ice Cream Dream will
also be responsible in the environment through considering all things that may
affect it.
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CURRICULUM VITAE
Personal Background
Name
Address
Birthday
March 13,1995
Age
19
Birth place :
Lipa City
Sex
Female
Citizenship :
Filipino
Religion
Roman Catholic
Father
Elmer Lanto
Mother
Sofronia Lanto
Educational Background
Tertiary
First Asia Institute of Technology and Humanities
BS Accountancy
#2 President Laurel HighwayTanauan City, Batangas
(S.Y. 2011-2015)
Secondary
Lipa Montessori School of Learning Inc.
Transville Homes, Banay-Banay, Lipa City
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(S.Y. 2007-2011)
Primary
Lipa Montessori School of Learning Inc.
Transville Homes, Banay-Banay, Lipa City
(S. Y. 2001-2007)
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