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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean

PAGE ONE BOOK CAFÉ

A Project Feasibility Study of the Requirements for the

Bachelor of Science in Business Administration Major in Marketing Management

By:

FREDERICK S. VALDEVIESO

JULY 2017
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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean


Chapter 1

INTRODUCTION

Chapter 1 discusses the background, general and specific problems according to the

marketing, technical, organizational, financial, socio-economic and environmental aspects of

the study. Furthermore, it shows the significance of the study regarding the economy,

community, government, researchers and future researches. It discusses the scope and

limitations of the study and the research method used to complete the study.

Background of the study

Someone once commented that the Philippines is not a country of readers; the

Philippines is a country of storytellers. Our own is a culture of oral history passed on by

listening in on others' conversations, not through the written word. Yet it doesn't mean that

the reading public of the Philippines is low. There are also few groups of people that have a

passion for reading. And their count is getting higher as time pass by. Not to mention the

increase in the reading book percentage. With this idea, the researcher was able to come up

with a venture that will target primarily the reading public and alike. This is venture will be

called "Page One Book Cafe", an avenue for book lovers and alike that want to read until

their heart satisfy while relaxing or eating healthy snacks.


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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean


The said proposed venture will cater the needs of reading market by providing wide range

book selection, mostly "pre-loved" books, with different genres, especially those readers that

have a dilemma on book prices or space to stock their books.

Prices and space are the primary problems of the book readers and book buyers nowadays

which the researcher also experienced that kind of dilemma. The researcher was forced to

sell his books online because he doesn't have enough space at home. The researcher also

found out that his friends also experiencing the same problem that is why his friends start to

do book trading.

Another reason why the researcher proposed this venture is because of the abundant

availability of pre loved books. Many people are now selling their pre loved books. If the

researcher can able to create a effective strategy, he can capture the pre-loved sellers. Instead

of selling it by individually, the sellers can sell it to the proposed venture.

By having this proposed venture, the researcher believes that this can help the society to

influence people to read than spent their free time in doing bad vices that is not good in the

community.

The researcher also wants to include on this venture the online buyer outside the vicinity of

the proposed location that will tackle in research locale. Since online selling is able to get

more market. That is why the proposed venture will have a book truck that will reach its

target market that’s living away from the area. The book truck is in charge of the deliveries to

the client, book trading, and other matter that the book cafe can't do for the outside client.
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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean


Statement of the Problem

This section talks about the general and specific problems regarding the feasibility of

the proposed business including the marketing, technical, organizational/ management,

financial, socio-economic and environmental aspects.

General Problem:

Is Page One Book Café, feasible or not?

Specific Problem:

Marketing Aspects

• Who are the people that will benefit in using the product and services?

• How big is the demand for the product and services?

• Who will produce and supply the demand of the product and services?

• How does the target market profile of the proposed venture look like?

• Where does the proposed venture position itself in the minds of its target

market?

• What kind of marketing strategies that will be used in operating the proposed

venture?

Technical Aspect

• What is the product and service description of the proposed venture?


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College Department
Biñan City, Laguna

• Office of the Dean


What are the different steps in the operational process of the proposed

venture?

• What kind of materials and equipment are needed in the operation of the

proposed venture?

• How does the schedule of the operation and production in days of the business

look like?

• Where does the proposed venture get its supplies?

• How will the proposed venture handle its waste?

• Where should the proposed venture place its operation site?

• How much are the operating costs of the proposed venture?

• How much does the proposed venture attract its customers?

Organizational/ Management Aspect

• What are the pre-operating activities needed in the proposed venture?

• What is the organizational structure of the proposed venture?

• What qualifications and responsibilities does the management need to

consider with regards to its employees?

• What kind of benefits and rewards or incentives that the employees will have?

• What is the schedule for the establishment of the activities?


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Colegio San Agustin


College Department
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Financial Aspects Office of the Dean


• What are the financial assumptions that the business will make?

• How much money is needed to start up this kind of business?

• How is the business being financed?

• What are the financial projections of the business for the first 5 years of its

operation?

• How long is the payback period for the investment of the owners?

• What is the projected return on investment for the business?

Socio-economic Aspect

• What are the impacts that the proposed business will have in the society and

as well as to the economy?

Environmental Aspect

• What effects of the proposed business will have on the environment?


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Significance of the Study

This section of the study shows the importance of this study by showing the benefits

that it will provide regarding on the primary target market, community, government,

researchers and future researchers.

Reading Public and Alike

The proposed venture primarily beneficial to all reading public in the area. This will

allow book readers and alike to read in a wide range of pre-loved and new books. Readers

can read comfortably and able to buy healthy snacks at the snack bar. Readers will be at ease

because they don't need to buy the books just for them to read it. A monthly membership will

do and they can access every book that they want. Reader away from the area can also buy

books in the proposed venture's website and will avail free delivery.

Community

Aside from creating jobs, the proposed venture will be able to help the community to

promote the importance of reading and create an influence to the youth. With the help of this

venture, youth can be exposed to the wonders of reading and prevent them from doing bad

vices.
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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean


Government

The proposed venture can help the government not only for the additional revenue but

can also compliment the government to provide the services to the community such us

providing public library and help increase the literacy rate.

Researchers

This research can help researcher educate its thoughts with regards with the flow of

the market. This will able to make the researcher to understand reality and can able to apply

what he learned. And after graduation, this study can be a key instrument that can be used

and implemented as he walked towards the industry and life.

Future Researchers

This study can serve as a reference for future studies especially those students who

have a similar topic. This can provide them guidelines in understanding the process of doing

a feasibility study.

Scope and Limitation of the study

This proposed venture will focus on the reading public and alike. Primarily from

upper C, lower and upper B class with age range from 16 to 45 years old who lives and work
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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean


near the target location, which is the Southwoods Mall. The area that will cover of this

research will be Juana 1, Juana 3, Juana 6, Southwoods Subdivision, Rosario Complex, Villa

Olympia, Stone Crest and Chrysanthemum Village. The researcher also wants to include the

Colegio San Agustin, St. Francis of Assisi, and St. Francis National High School since these

communities has a much more potential target market.

Southwoods Mall is a new establishment that will open in the 3rd or 4th quarter of

this year, 2017.

The researcher is planning to conduct a survey online. This is to understand the

reading public outside the proposed location since the proposed venture will also cater online

services

Methodology and Research Design

This section discusses the methods and research design that was being used to

conduct the study, how the data was collected and how the data was analyzed.

Research Locale

To understand the target market, the researcher will conduct a survey around the

target area which is the Southwoods Mall. The survey area will include Juana 1, Juana 3,

Juana 6, Southwoods Subdivision, Rosario Complex, Villa Olympia, Stone Crest and

Chrysanthemum Village. The researcher will also include the neighboring schools such us
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Colegio San Agustin


College Department
Biñan City, Laguna

Office of the Dean


Colegio San Agustin, St. Francis of Assisi, and St. Francis National High School. Lastly,

there will also a survey that will conduct online.

Population and Sampling Design

Since the total population of selected area to be conducted by the survey is not

determined, choosing a probability sampling technique is hard to use. With that, the

researcher decided to use a quota sampling with respondent of 300. This respondent will be

breaking down in 3 groups. 100 respondents from the subdivisions and villages, 150

respondents will be coming from the school, and last is 50 respondents from the online.

Research Instrument

The research instrument used to gather information is primary and secondary data.

The facts that gather under primary data come from survey and interview. Observation is also

used in order to have detailed information. The researcher prepared two pages of survey

forms that contain questions that are necessary for this study especially the 7 Ps of marketing.

The secondary data that the researcher used comes from articles that available on the internet.

The researcher also includes some scholarly books and previous students’ feasibility studies

to serve as a guide on this venture.


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Data Gathering Procedure Office of the Dean


In order to gather data that is needed to this study, the researcher creates a survey to

300 chosen respondents that can be a possible market. Listed below is the procedure in

gathering data.

1. A questionnaire was made by the researcher regarding the 7 P’s (Product, Price,

Place, Promotion, People, Process and Physical Environment) of the proposed venture.

2. Submitting the questionnaire to the researcher advisor for approval.

3. After approval, the researcher will go to selected area and hand out the survey

questionnaire to answer for a specific number of individuals per area.

4. Then the result will be gathered, organized, analyzed, tabulated and interpreted

by the researcher with the help of their advisor.

Data that gather in an interview is done through asking random questions to an

individual that has a though similar to the proposed venture.

Data Analysis Tool

• Microsoft Excel

This is a kind of computer program that helps to analyze the gathered data especially

if the data is quantitative. With this program, the researcher can easily tally and analyze

information in order to use in the study.


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Colegio San Agustin


College Department
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• Google Forms Office of the Dean


This application can be used to create a survey online and help the researcher to

gather results. The said program will able to give a numerical value, percentage and even

graphs that the researcher needed in interpreting gathered data.

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