BUSINESS PLAN

RANDANG EXPRESS
MCN Company

Prepared by:

Sumagang, Alexandria

Silva, Kristine Charl

Punguinaguina, Mash

Manlanat, Roselle May

Don, Joules Marie

I. Executive Summary

Randang Express is a newly open eatery and at the same time a pasalubong
center in Iligan City which aims to introduce Randang to Iliganons of all
ages. The eatery is created with the purpose of raising higher awareness as
to the existence of the Indonesian cuisine in order to gain recognition.

A group of marketing students decided to ventured out an eatery instead of

directly setting up a Randang Pasalubong Center in the city because they
thought that before being able to enter the market as a pasalubong center,
they must develop a strategy wherein they can make Randang known, for
the reason that the cuisine is not yet that familiar to the people.

II. Statement of the Problem

1.) How will the company start their operation and enter the local market?
2.) How will the company start their export operation?

III. Objectives

1.) To successfully introduce Randang in the Iligan market.

2.) To put up branches to accommodate the growing demand of the Iligan
market.
3.) To eventually make Randang as a OTOP (One Town One Product) or
pasalubong item of Iligan City.
 IV. Competitive Landscape

FACTORS Randang Express AlKuwait Pater Chedings Peanut House of Palapa Piaya De Iligan

PRICE 3 3 3 3 3
PRODUCT 4 4 4 4 4
QUALITY
PLACE 5 5 4 3.5 3
PROMOTION 5 4 4 3 3
ratings from 1-5 (5 being the highest and 1 being the lowest)

0
0 0.5 1 1.5 2 2.5 3 3.5

(x- Price; y- Place)

 6

0
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

(x- Product Quality; y- Promotion)

V. Proposed Positioning

Randang Express offers traditional Indonesian cuisine specifically randang

along with varieties rich in different flavors served in a comfortable dining
ambiance at a reasonable price. One competitive advantage it posses is that
the place does not only limit itself to an eating place but is also a one-stop
shop for the locals and tourists as it offers processed and bottled Randang
which can be purchased for the purpose of pasalubong.

VI. Proposed Marketing Mix Strategies

1. Product. The menu of Randang Express offers four varieties of randang;

beef, chicken, fish, and vegetable. It would be served with either java
rice,garlic rice or plain rice. With the combination of randang and rice on the
choice of customers, it will be served with the drinks available such as iced
tea and softdrinks.
2. Price. The combo meal will be priced 49 pesos. It will include randang
with plain rice and drinks of the customers choice within the menu. If the
customers would wish to avail java rice or garlic rice, additional 5 pesos will
be charged. This pricing is based on the survey conducted by the
researchers; 47.5% prefers the price of 25-50 pesos, 35%- 51- 75 pesos,
15%- 76-100 pesos while 2.5% are willing to pay 176-200 pesos. See
Apendix for more information.

3. Place. The place will be located at Gen. Aguinaldo St., Iligan City beside
Mirrors Salon and across Amaritas. Survey shows the 50% are willing to visit
the place given that Randang Express will intorduce itself to the market but
70% says that the accessability of the place affects their decision in visiting.
Thus, the researcehers decide the proposed location based on the
conducted survey. See Apendix for more information.

4. Promotion. Randang Express will communicate itself primarily to the Iligan

market through facebook. Activities and posters will be actively posted on
www.facebook.com/RandangExpress/, the stores official facebook page. This
is based on the survey that shows 90% of the respondents prefers facebook
as their social media platform. Sponsorships will also be considered for
exposures. See Apendix for more information.
 VII. Detailed Action Plan

Activity Focal Person/s Resources Needed Budget (in Peso) Expected Output
1. Set up business Mr. Hisam Time Obtain a complete
plan Punguinapunguina Transportation guide in forming
a. Establish Ms. Alexandria Gadgets the business as a
goals and Sumagang whole
objectives Ms. Charl Silva
b. Discuss Ms. Roselle
proposed 4Ps Manlanat
strategy; Ms. Joules Don
competitive
landscape;
proposed budget;
exterior and
interior design

2. Obtain the Businessowner Legal 10, 500 Legality of the

necessary Requirements business is official
materials and legal Transportation
requirements to Money
open the store. Gadgets
3. Hire engineers Businessowner Raw Materials Construction of
and workers; Engineers Money the actual building
purchase raw Time is faster, easier,
materials for Labor Force and reliant
construction of
the building.
4. Construction of Engineers Raw Materials The physical store
the building Heavy Equipments itself
Time
 Money
5. Establish Businessowner Time Acquire business
insurance policy insurance in case
and apply for the of emergency
necessary licenses
from the health
department and
food
manufacturer.
6. Start ordering Businessowner Equipments Have Kitchen
cooking Transportation utensils,
equipments, Money equipments,
smallwares and Time furnitures, etc.
tabletop items.
Also order
beverage services,
store decorations,
menu boards,
exterior and
interior signage,
office equipments
furnitures and
janitorial
equiments.
7. Establish Businessowner Time Secured bank
banking system Money account for the
and accounts. Gadgets assets and
Transportation liabilities of the
business
8. Create social Businessowner Gadgets 0 Increased
media accounts Internet promotion
(Facebook and
Instagram) to
promote the
opening of the
business.
9. Order Opening Businessowner Money Knowledge of
soon and now Transportation prospect
hiring posts and a customers about
Grand Opening the existence of
banner for the the business
front entrance.
10. Notify the Businessowner Papers Knowledge of
public about the Money keen employees
hiring of about the
employees existence of the
through Now business
Hiring ads.
11. Set up fire and Money Prevention of fire
health inspections. Time incidents
Label valves, Equipments
switches,
compressor and
breakers.
12. Install all the Businessowner Equipments Final layout of the
things (frames and Time interior design of
furnitures) that the business
need to be
installed.
13. Start Businessowner Time Accountable and
scheduling and Gadgets responsible
preparing employees
interviews, and
prepare a training
schedule for those
that will be hired.
14. Purchase Businessowner Money In preparation for
sound system and Transportation the grand opening
other decorations Time of the business
for the Grand
Opening.
15. Test all the Businessowner Time In preparation for
equipments. Labor Force the grand opening
of the business
16. Actively Businessowner Labor Force Knowledge of
promote the Time prospect
Grand Opening on Gadgets customers about
social media the grand opening
accounts. of the business
17. Get the Businessowner Labor Force In preparation for
decorations and Time the grand opening
equipments of the business
prepared. Hang
the decorations
inside, wash
windows, install
plants, and clean
all equipments,
smallwares and
stainless steel.
18. Grand Opening Businessowner Labor Force Increased
Time promotion and
Money spread the
presence of the
 business in the
entire city
19. Annual Business owner Time Increased sales,
Celebration Money promotion, and
a. Prepare the Labor Force delight customers
decorations for
the celebration
b. Hold contests
 VIII. Budget
RANDANG EXPRESS 2017 Budg
INCOME Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales
Beef Rendang 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000
Product 2
Product 3
Product 4
Product 5
Product 6
Other
Total Sales 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000 75,000

Cost of Goods Sold (from details section)

COGS - Beef Rendang 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500
COGS - Product 2 - - - - - - - - - - - -
COGS - Product 3 - - - - - - - - - - - -
COGS - Product 4 - - - - - - - - - - - -
COGS - Product 5 - - - - - - - - - - - -
COGS - Product 6 - - - - - - - - - - - -
Total Cost of Goods Sold 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500 17,500

Gross Profit 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500

Non-Operating Income
Interest Income
Rental Income
Other
Total Non-Operating Income - - - - - - - - - - - -

Total INCOME 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500 57,500

[42] EXPENSES Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Operating Expenses
Accounting and Legal
Advertising 5,000
Depreciation
Dues and Subscriptions
Insurance 25,000
Interest Expense
Maintenance and Repairs 50,000
Office Supplies
Payroll Expenses
Postage
Rent 45,000
Research and Development
Salaries and Wages 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000
Taxes and Licenses 11,000
Telephone
Travel
Utilities 20,000 20,000 20,000 20,000 20,000 20,000 20,000 20,000 20,000 20,000 20,000 20,000
Web Hosting and Domains
Other
Total Operating Expenses 206,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000

Non-Recurring Expenses
Furniture, Equipment and Software 200,000
Gifts Given
Other (Kitchen Utensils) 30,000
Total Non-Recurring Expenses 230,000 - - - - - - - - - - -

Total EXPENSES 436,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000 70,000

Net Income Before Taxes (378,500) (12,500) (12,500) (12,500) (12,500) (12,500) (12,500) (12,500) (12,500) (12,500) (12,500) (12,500)
IX. Appendices

Figure 1.0 Survey 1

Figure 1.1 Results from Survey 1
Figure 1.2 Survey 2
 Figure 1.3 Results from Survey 2

(Gen. Aguinaldo St., Iligan City, Beside Mirrors Salon and across Amaritas)
(Proposed interior)

(Proposed Menu)

(Proposed posters)