Gold Candy Capital

University of Perpetual Help System Laguna - JONELTA
Basic Education Department – Senior High
CANDY CAPITAL
A Business Plan
Submitted To
Mr. Jolly Ray F. Bederico
In Partial Fulfillment
Of the Requirements for the Applied Subject
Entrepreneurship
by
Patricia Therese Alvarez

Marylei Ann Balisado
Kim Deza
Sofia Isabelle G. Garcia
John Paul Gutierrez
March 2018
I. EXECUTIVE SUMMARY
“Candy Capital” is a candy shop. It is a type of sweet-serving business designed for various
group of children, couples and families of any age who has a sweet tooth and loves to customize
their candies. It envisions that by the year 2021, Candy Capital will be the leading candy shop in
the vicinity of Biñan, Laguna. It aims to satisfy the needs, desires and demands of all valued
customers. To serve quality standard products and render great services to consumers. Candy
capitol is committed to attain its vision, the proposed venture is committed to innovate quality
products and services. To provide delectable products at competitive prices and unique services in
order to meet the needs and gratification of every consumer. As well as promoting good customer
relationships.
Candy Capitol will be the very first ever rolling food van in the city of Biñan, Laguna. The
proponents aim to do business with and will direct their marketing strategies to the residents of ten
(10) different barangays in Biñan Laguna. Convincing and attracting marketing strategies will be
used to capture the attention of potential customers in giving the best service in the town. In
launching it, the proponents will take into account the tactical marketing tools -product/service,
price, place and promotion. In order to promote this business, flyers will be distributed to people
in mass. Posters will also be posted in different areas not so far from the selected areas or locations.
Signage will also be stalled at the service van. The proponents will also use internet in spreading
information to potential customers.
Candy Capitol is projected to be competitive because in general, it is affordable, sweet and
delicious different kinds of candies, suitable for the budget of the customers. The proponents
calculated the projected demand using potential market, average service acquired weekly and the
numbers of week in a year.
I. INTRODUCTORY PAGE
This business plan discussed primarily the opportunities in the candy store business in the
area of Biñan, Laguna. How the Candy Capital operates and how it will be successful despite of
the risk in running the business. Furthermore, this business plan will also discuss the role and
advantages and disadvantages of candy store or Candy Capital business.

The owners of the business are as follows:
Patricia Therese Alvarez - Blk. 819 Lot 7, Sunflower St., Garden Villas 3, Brgy.
Malusak, City of Sta. Rosa, Laguna
09974367746
patriciatherese@yahoo.com
Marylei Ann Balisado - 151, Country Drive St., Country Homes subd., City of
Biñan, Laguna
09956301454
maryleiannbalisado@gmail.com
Kim Deza - Blk 21 Lot 23, Emerald St., Mabulaklak Village, Brgy. Pulo,
City of Cabuyao, Laguna
097771776977
kimdezza@gmail.com
Sofia Isabelle Garcia - 5205 Diamomd St., Nepa Subd., Brgy. San Vicente, City of
Biñan, Laguna
09179901700
sofia.isabelle@yahoo.com
John Paul Gutierrez - Blk 31 Lot 2, Poplar St., South City Drive, City of Biñan,
Laguna
09956301454
pualjohng@gmail.com
II. NATURE OF THE BUSINESS
All people have a trait or personality that you can fit objects to him or her. Candy for
instance, people have favorite candies and such that they always eat and enjoy. Sometimes it fits
to his or her personality, or not. Sales of sugar confectionery in the Philippines have followed a
modest upward trend over the review period. Some industry commentators estimate even flatter
trends and a minor growth of 3-3.5% between 2005-2007. Health concerns as well affected for the
sales growth because more concern about balance diets. The sugar confectionery market will
increase by 9% at current prices over the 2007-12 periods, rising to an estimated 1.3 billion by
2012. However, removing the effects of inflation reveals a much more growth equating to just 1%
in real-terms. The market increasing at a similar rate to that seen over the 2002-07 period, growing
6% over the next five years. With volume growth behind value in current terms, this is indicative
of a rise in spend per unit on sugar confectionery over the forecast period.
Here in the Philippines, candy manufacturing is a ₱20 billion a year industry, making candy
store startups a "sweet" idea for many entrepreneurs. But the odds of becoming the next Hershey
or Nestle's is remote, especially since national market candy manufacturing is a cutthroat industry
dominated by large, corporate interests. Boutique or specialty candy stores can be extremely
effective avenues for aspiring confectioners to enter the world of small business ownership.
Chocolateries and other specialty shops consistently capture the imagination of consumers,
provided they have sufficient visibility in the marketplace.
SERVICE DESCRIPTION
Candy Capital is a service not just designed children but also for various group of
individuals who loves different types of candies to take to their homes and inside a store that gives
ambiance that suits to their standards. It will meet everyone’s images of sweetness and happiness
that will successfully relieve them from stress by reminding them of their childhood. Candy Capital
is to introduce a new era in the sweet industry by innovating new products, to give a totally
different experience to our customers who step on to our store and to inject freshness in the sweet
industry such as candies with different flavors, wide range of party packages, seasonal offers and
many more.
CAPITALIZATION
The capital required for the partnership is Seventy-five thousand pesos (400,000), which
has been contributed as follows: in the amount of Fifteen thousand pesos (₱80,000) Philippine
Currency for each of the partners Patricia Therese Alvarez, Marylei Ann Balisado, Kim Deza,
Sofia Isabelle Garcia and John Paul Gutierrez contributed the said amount in the form of cash.
III. INDUSTRY ANALYSIS
FUTURE OUTLOOK AND TRENDS
All people have a trait or personality that you can fit objects to him or her. Candy
for instance, people have favorite candies and such that they always eat and enjoy. Sometimes it
fits to his or her personality, or not. Sales of sugar confectionery in the Philippines have followed
a modest upward trend over the review period. Some industry commentators estimate even flatter
ANALYSIS OF THE COMPETITORS
Table 1
Indirect Competitors
Competitors Per pack Per box
Candy Corner 60 170
Pick & Mix 50 140
Made in Candy 45 135
Nuts About Candies 55 160
Candy Capital 40 120

MARKET SEGMENTATION
Marketing consists of buyers, and buyers differ in one or more ways. They may differ in
their wants, resources, locations, buying attitudes and buying practices. Through market
segmentation, the proponents divide large heterogeneous markets into smaller segments that can
be reached more efficiently with products and services that match their unique needs. The
segmentation used by the proponents focused on the demographic aspect was the management
considered the following:
1. Adults. This group of people is generally looking for candies associated with well-being
and healthiness whereas others want to find the candies of their childhood. Brands don’t
target them in the same way. This group (18 years old and above.) is the fastest growing
portion of the population, and needs our services for several reasons:
o Addicts and greedy consumers: they can eat candies any time of the day. For them,
candies are perceived as a pleasure, an anti-stress or a way to regain energy. Most of
the time, they eat candies at home. They don’t care about the healthiness. They like
chocolate and caramel candies, bubble-gums and all kinds of fruit-flavoured candies.
o “Kidults”: young adults nostalgic of their childhood. We call them “kidults” or
“regressive adults” because they are looking for candies reminding them their
childhood.
o Occasional consumers: adults who don’t usually buy candies. They are likely to buy
candies when they go to cinema or when they are in holidays. Candies are sweet little
treats; they don’t feel guilty when eating them. They usually buy small pockets or single
pieces.
o Reasonable consumers: they are small consumers. They consume candies for special
occasions (Birthdays, Halloween, parties…). They are mostly women from 35 to 44
years old with kids between 18 months and 14 years old. They are more interested in
healthy and natural candies. For their children, they choose small pocket candies and
bubble gums.
o Non-reasonable consumers: they are mostly women from 25 to 34 years old with young
children. They let their child choose their candies. Kids buy colorful candies with
animal shapes, for example. When they are growing up, they prefer spicy candies.
o Sugar-free consumers: the target the most difficult to reach because they feel guilty
when eating a candy. We can reach them with healthy, sugar-free and natural candies.
For example, sugar-free bubble gums.
o Generous consumers: these ones buy candies in order to offer them. For example,
grandmothers occasionally buy candies for their grandchildren. Because their first
motivation is to make kids happy, they buy all candies they love (Haribo Pik, Lutti Fiz,
etc.).
o Special occasions consumers: in this segment, we can find people who want to share
candies with their friends, colleagues or family. They usually buy candy’s boxes with
all kinds of candies, to make everyone happy.
For example, Haribo Tirlibibi is the inescapable candy box if you want to share.
2. Kids. This group has a want to discover new candies: news colors, new tastes, new shapes.
This group (17 and below) needs our services for several reasons:
o Young kids (7years old and below): their parents make the decision to buy candies or
not. These young kids want colourful candies with fun shapes. They like gummy
candies as Haribo Croco, Strumfs, Strawberries, Happy Cola, Gold Bears etc.
o Kids and teenagers (8 years old and above): because they are growing up, they want
to discover new things. In term of candies, they want to discover new sensations. Spicy
candies are successful with them. Haribo Pik and Lutti Fizz are their favourites ranges.
Loyalty status in which marketing envision brand loyalty status wherein shifting loyals are
customers who shifts loyalty from one brand to the other and by looking by at customers who are
shifting away from its brand, the company can learn about its marketing witnesses and attempt to
correct them.
Geographic segmentation calls for dividing the market into different geographical units
such as barangays, or even neighborhoods. While in Behavioral Segmentation, markets can be
segmented into light, medium, and heavy service users. Heavy users are often a small percentage
of the market but account for a high percentage of the total consumption. Due format the people
differ on how many times they eat in a mobile food court or eat from their home, the proponents
will more often spend effort in trying to convince light users to patronize more of their service.
In this study the purpose of segmentation is the concentration of market to specific target
consumers and targets the potential consumers with the service and obtains the highest rate of
return of sale for a service.

MARKETING STRATEGIES
A marketing strategy was created to gain advantages in the marketplace, but one must
remain aware of the disadvantages of any given marketing strategy. It is the single biggest factor
which determines the success or failure of the business.
Convincing and attracting marketing strategies will be used to capture the attention of
potential customers in giving the best service in the town. In launching it, the proponents will take
into account the tactical marketing tools-product/service, price, place and promotion.
 Product/Service - Candy Capital is a service not just designed children but also for various group
of individuals who loves different types of candies to take to their homes and inside a store that
gives ambiance that suits to their standards. It will meet everyone’s images of sweetness and
happiness that will successfully relieve them from stress by reminding them of their childhood.
Candy Capital is to introduce a new era in the sweet industry by innovating new products, to give
a totally different experience to our customers who step on to our store and to inject freshness in
the sweet industry such as candies with different flavors, wide range of party packages, seasonal
offers and many more.
 Place- Candy Capital shall run the business in a city that is particularly near in
schools/universities, churches, markets, open spaces where it will be easily accessible to the
students, employees, and especially kids.
 Price- Prices will be set reasonably. It will offer services deals which will include the variety of
Candies at a reduced price.

Market penetration pricing involves setting a low initial price for the product or service.
Product is priced at minimum that will generate profit. The aim of this strategy is to target the mass
market immediately and win a large market share. This strategy can be effective when market is
price sensitive, when low price result to market growth. Finally, low price must keep out
competitive entry, on a longer period for price advantage.
 Promotion- Promotion is one of the market mix elements, and a term used frequently in
marketing. The specification of five promotional mix or promotional plan. These elements are
personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional
mix specifies how much attention to pay to each of the five subcategories, and how much money
to budget for each. A promotional plan can have a wide range of objectives, including: sales
increases, new product acceptance, creation of brand equity, positioning, competitive
retaliations, or creation of a unique image. Fundamentally, however there are three basic
objectives of promotion. These are:
To present information to consumers as well as others, to increase demand ,to differentiate
a product.
These are different ways to promote our product in different areas of media. Use internet
advertisement, special events, and endorsements.
PROMOTION
Promotion is one of the key elements, and a term used frequently in marketing. These
elements are personal selling, sales promotion, direct marketing, and publicity.
Advertising is one of the best marketing strategies, and promotion is one of the several
advertising tools. The promotional technique that the proponents will employ is the use of
advertising materials such as leaflets and flyers that will be given away for people’s awareness of
the promos, prices, packages, and movies the business will offer.
Table 2
Promotional Strategies
Promotional Tools No of Unit Unit Cost Prices
Flyers 1200 .50 600
Signage 1 1200 1,200
Posters 25 50 1,250
Social Networking Sites Free Free Free
(Facebook)
Total 3,050
Table 2 shows the promotional strategies the proponents will use. The highest
expense that will be incurred is ₱ 1, 200 for signage and the lowest expense will be ₱ 1,000
for flyers and posters.

MARKET AND SERVICE POSITIONING
The service involves the safe and efficient delivery of hot and frozen meals to persons who
are unable to attend to their own nutritional needs referrals to other services, safety checks and
friendly contacts are desirable components of the service.
. In marketing, positioning as "an organized system for finding a window in the mind is
based on the concept that communication can only take place at the right time and under the right
circumstances. (Jack Trout). It is a comparative competitive strategy in positioning the product
close to their competitors so consumers can make a direct comparison when they purchase.
The proponents choose the following program: Tie up with victuals and to conduct free
seminars to the two barangays to increase the awareness of the consumers and to increase the
demand of the service.
TARGET MARKET
Target market consist of a set of buyers who share common needs or characteristics that
the company decides to serves Smart targeting helps companies to be more efficient and effective
by focusing on the segments that they can satisfy best and most profitably. Targeting also benefits
customers with offers carefully tailored to satisfy their needs.

The proponents aim to do business with and will direct their marketing strategies to the
residents of Biñan, Laguna. Candy Capital will be gratified to serve this kind of individuals and
will be glad to satisfy their cravings for candy.
IV. DESCRIPTION VENTURE
SERVICE DESCRIPTION
Candy Capital is a service not just designed children but also for various group of
individuals who loves different types of candies to take to their homes and inside a store that gives
ambiance that suits to their standards. It will meet everyone’s images of sweetness and happiness
that will successfully relieve them from stress by reminding them of their childhood. Candy Capital
is to introduce a new era in the sweet industry by innovating new products, to give a totally
different experience to our customers who step on to our store and to inject freshness in the sweet
industry such as candies with different flavors, wide range of party packages, seasonal offers and
many more.
USES OF THE SERVICE
Candy Capital serves almost every type of candy. The business being new will surely be
eye-catching to the customers especially in the area of Biñan, Laguna. The business will provide
the best affordable candies in town with an array of service-oriented staff. Candy Capitol is the
perfect place not just for children but for everyone who has a sweet tooth, it is the most convenient
candy store you can find in town.

Candy has health benefits too, it can bring happiness and restore a person’s willpower.
High quality candy is not just for the wealthy people but also for those who have limited budget
as well. Orderliness and the comfort of choosing your own sweets are guaranteed. If the clients
want to mix and match different types of candies for their children, grandchildren, special someone
or even for themselves, Candy Capital is the right store for them.
COMPANY LOGO
An effective logo differentiates the business from its competitors and creates a favorable
impression that is reinforced over time. It serves to identify the distinct brand in the minds of the
customers.
Fig1. Company Logo
The company logo of the firm. Candy Capital is ready to serve sweetness to everyone who
loves candies. The big candy represents. The proponents used a lollipop to imitate the letter “I” to
give emphasis to the products being offered. Pinkish-red color for the whole logo represents being
playful just like the goodies that the customers can mix and match.
VISION
The proposed venture envisions of being the leading candy shop in the vicinity of Biñan,
Laguna. It aims to satisfy the needs, desires and demands of all valued customers. To serve quality
standard products and render great services to consumers.
MISSION
Candy capitol is committed to attain its vision, the proposed venture is committed to
innovate quality products and services. To provide delectable products at competitive prices and
unique services in order to meet the needs and gratification of every consumer. As well as
promoting good customer relationships.
TAG LINE (UNIQUE SELLING PROPOSITION)
The Candy Capital’s official tag line is “Try a little sweetness,” that based on the business
USP (Unique Selling Proposition).
LOCATION AND SIZE OF THE BUSINESS
Organic Meals on Wheels will be located in different location in Biñan, Laguna.
Specifically, in front of Perpetual Help adjacent to medical and sciences building (during Mondays
thru Fridays, Olivarez Plaza in front of Central mall during Saturdays, and Biñan Plaza and in
between of Biñan Public market and Biñan Parish church during Sundays.) It will give the target
customers an easy and convenient access with the proposed venture. Aside from being accessible,
the said location is considered strategic because the locations are just a long the main road and
familiar places in the vicinity. Another thing is that it is just a few step away the residential places
around Biñan Laguna where lots of people come in and out. The people who will pass through
those areas would easily notice the proposed business that will trigger their awareness and interest.
In this way, many prospected customers will get curious as to what’s new and to try out the services
being offered. you’ll get to inquire about the business maybe get some deals with the proponents
see for them what they could expect when they render the business service and the like
Figure 2 . One Point Perpective with a Centrally located Vanishing Point

Figure 3. Metric dimensions of Food Van

SUPPLIES, TOOLS, AND EQUIPMENT
The supplies, tools and equipment needed in the operation of Candy Capital will be
used in favor of the convenience and efficiency that it will give to the company in operating the
business. These are cited below.
Table 2
Office Supplies
Unit of
Particular Qty. Unit Cost Total Cost
Measurement
File Folder 50 Pc. 5.00 250.00
Bond paper 5 Ream 120.00 600.00
Pen 2 Box 42.00 84.00
Pencil 2 Box 42.00 84.00
Marker 2 Box 250.00 500.00
Staple wire 10 Box 20.00 200.00
Paper clip 3 Box 10.00 30.00
Ink 4 Pc. 750.00 3,000.00
Tape 10 Pc. 8.00 80.00
Record book 5 Pc. 85.00 425.00
Voucher 20 Pad 60.00 1,200.00
TOTAL 6,573.00
Table 2 show the supplies that will be used in the office and its unit and total cost.
Table 3
Office Equipment
Items Qty. Unit Cost Total Cost Useful Life
Laptop 1 30,000 30,000 5
Printer 1 5,000.00 5,0000 5
Electric fan 1 700.00 700.00 5
Air-condition 1 25,000 25,000 5
Stapler 3 70.00 210.00 5
TOTAL 60,910.00
Table 3 shows the equipment that will be used in the office with its corresponding
unit and total cost, useful life and depreciation expenses.
Table 4
Service Tools
Particulars Quantity Unit Cost Total Cost
Extension wire 2 250.00 500.00
Foldable Chair 8 350.00 2,800.00
Mini plastic Tongs 10 30.00 300.00
Packaging 30 5.00 150.00
Small table 4 1,000.00 4,000.00
Table napkin 15 20.00 300.00

Cash Register 1 15,000 15,000
Electronic kitchen 1 1,000 1,000
weighing scale
Display cases 50 100.00 5,000
Shelves 10 250.00 2,500
Trays 10 50.00 500.00
TOTAL 30,050.00
Table 4 indicates the supplies needed in the actual operation of the service of the
business with its corresponding unit and total cost.

V. PRODUCTION PLAN
MANUFACTURING PROCESS
The employees are required to work six (6) days a week for eight (8) hours a day.
Employees will be given an opportunity to take day-offs during Monday to Thursday. The
operational schedule will be as follow:
Service hours 6 hours minimum; 12 hours maximum
Projected Operational Days
Number of days in a year 365 days
Less: Considered Holiday
(Maundy Thursday, Good Friday, Black Saturday, Christmas day, New year’s day ) 5 days
Number of Days of Operation 360 days
PRODUCTION CAPACITY
Lite Standard Premium
Operating Hours/Day 12 hours (720 mins.)
÷ Service Hours/mins 15 mins 20mins 25 mins
No. of Clients- Daily 48 36 29
X Operating Days 360 360 360
ANNUAL CAPACITY (In clients) 17,280 12,960 10,440

VI. MARKETING PLAN
STEPS IN PRICE SETTING

Establish Pricing Objectives
Analyze Market Situation
Analyze Cost Structure
Select Pricing Method
Establish Target Price Structure and Specific Price
Pricing strategy refers to method companies use to price their products or services. Almost
all companies base the price of their products and services on production, labor and advertising
expenses and then add on a certain percentage so they can make a profit. It is a fundamental aspect
of financial modeling and is one of the four P’s of the marketing mix.
Setting prices can be one of the most difficult decisions in marketing. Price too high and
customers may not buy, price too low and the organization may not achieve the profit levels
necessary to continue trading.

Table 5
Pricing Strategies
Stages Pricing Strategy Description
Introductory Stage Market penetration  The pricing is based per gram, per
pack and per box. A minimum
order of 100 g is priced at ₱50,
packed goods are priced at ₱40
and boxed goods are priced at
₱120.
Growth Promotional Pricing  Promotion such as discounts to be
Stage executed in order to attract more
customers and strengthen the
business position in the market.

Maturity Stage Value Pricing  Price set will increase gradually
but still fair and affordable for
potential customers.
Decline Stage Marginal cost Pricing  Temporarily reducing prices to
increase short run sales.
Table 5 shows the pricing strategy that Candy Capital will implement the introductory time
and sales growth is apt to be slow. Taking into account the cost differences of the services in the
line and customer evaluations of their different features, the proponents chose service line pricing
which will establish different prices between the regular store from our store that has a lower cost.
Entering the growth stage on which sales starts to increase quickly and competitors start to arise,
lower price will be set to penetrate the market. At maturity stage, on which sales growth will slow
down and greater competition arises the proponent set their prices the same with the competitors.
As sales and profits decline, promotional pricing will be used. Prices will be lower than its usual
list price, better advertising campaign and aggressive sales promotion will be launched to cover
the coast for the survival of the business.
CHANNEL OF DISTRIBUTION
A Channel of distribution is a set of interdependent organizations involved in the process
of making a product or service available for use or consumption. It is the path through which the
services travel from the seller to the consumer.
Fig. 4 Channel of Distribution
It shows the channel of distribution of Candy Capital.

VIII. ORGANIZATIONAL PLAN
FORMS OF OWNERSHIP
An organization is a framework or backbone by which the work of a business, managerial
or otherwise is performed that it provides the required channels, points of margin, and flow of
management direction and control. The right form of business organization that best suit the needs
of the business must be given consideration. The proponents had evaluated and analyzed the pros
and cons of each type of business organization, among these were sole proprietorship and
corporation.
The proponents decided to form a partnership with the name of Candy Capital. A
partnership is composed of 2 or more persons bind themselves to contribute money, property and
industry to a common fund with the intention of dividing the profit among themselves.
A partnership is an association of 2 or more business partners who co-own a business for
making a profit. In partnership, the partners share the assets, liabilities, and profit of the business
according to the terms of partnership agreement. The proponents as partners chose the general
Partnership form of business, where all partners contribute equal capital and personally liable for
the debts and liabilities of the business. It has juridical personality, separate and distinct from the
members composing it.

Business Partnership Advantages are partnerships relatively easy to establish. With more
than one owner, the ability to raise funds may be increased, both because two or more partners
may be able to contribute more funds and because their borrowing capacity may be greater.
Prospective employees may be attracted to the business if given the incentive to become a
partner. A partnership may benefit from the combination of complementary skills of two or more
people. There is a wider pool of knowledge, skills and contacts.
Partnerships can be cost-effective as each partner specializes in certain aspects of their
business. Partnerships provide moral support and will allow for more creative brainstorming.
ARTICLES OF CO-PARTNERSHIP
M&W ENTERPRISES
KNOW ALL MEN THESE PRESENTS:
That we, undersigned, of legal, citizens and residents of the Philippines, have this day
voluntarily bind ourselves together for the purpose of forming a partnership, effective as of this
date, under the terms and condition herein after set forth, and subject to the requirements of
existing laws of the Republic of the Philippines.
AND WE HEREBY CERTIFY:

I
That the name of the partnership shall be Candy Capital and shall and transact business
under said firm name.
II
That the principal office of this partnership shall be at Rain’s Place, City of Biñan,
Laguna, Philippines, which office maybe changed from the time to time upon agreement of the
partners.
III
That the name, surname and postal addresses of the partners these partnerships are as
follows:
NAMES ADDRESS
PATRICIA THERESE ALVAREZ Blk. 819 Lot 7, Sunflower St., Garden
Villas 3, Brgy. Malusak, City of Sta.
Rosa, Laguna
MARYLEI ANN BALISADO 151, Country Drive St., Country Homes

subd., city of City of Biñan, Laguna
Blk 21 Lot 23, Emerald St., Mabulaklak
KIM DEZA Village, Brgy. Pulo, City of Cabuyao,
Laguna
SOFIA ISABELLE GARCIA 5205 Diamomd St., Nepa Subd., Brgy.
San Vicente, City of
Biñan, Laguna
JOHN PAUL GUTIERREZ Blk 31 Lot 2, Poplar St., South City

Drive, City of Biñan, Laguna
IV
That the capital of this partnership is Four hundred thousand pesos (₱400,000), which has
been contributed as follows: in the amount of Eighty thousand pesos (₱ 80,000) Philippine
Currency for each of the partners Patricia Therese Alvarez, Marylei Ann Balisado, Kim Deza,
Sofia Isabelle Garcia and John Paul Gutierrez.
V
That the purpose or purposes of the business shall be prior to the commitment of the
business in providing unique and creative meals on wheels for different consumers within the city
of Binan Laguna.
VI
That Sofia Isabelle Garcia will serve as the General Manager of the company with the right
overall supervision and the preparation and signing of contract and agreements. He shall have the
power to use the firm’s name and to bind the partnership in making such contract with the approval
of at least one partner, and otherwise performing such acts which are necessary in the management
of the firm.
VII
That the profit and losses shall be divided between the partners equally. Sofia Isabelle
Garcia, as the general manager, shall receive in addition to their shares in the profit, a monthly
salary of Ten thousand pesos (10,000).
IN WITNESS WHEREOF, we have here unto set our hands, this day of
, at the City of Binan, Laguna, Philippines.
____ ____________________ _________

PATRICIA THERESE ALVAREZ MARYLEI ANN BALISADO KIM DEZA
____________________ _________
SOFIA ISABELLE GARCIA JOHN PAUL GUTIERREZ
Signed in the presence of:
Witness Witness
Table 6
Job Description and Requirements
Position Job Description Job Requirements
General manager  Responsible for the over-all  Male/Female,
operation of the business.  Must possess a
 Responsible for decision- bachelor’s/college degree in any
making. business related course.
 Authorizes acquisition of  With at least 2 years experience
major machineries, office and in related field
production supplies and  Computer literate.
equipment.
 Executes the company’s
management policies, plans,
and programs
Accountant  Take charge of the payroll  Must have at least Bachelor’s

distribution Degree in Accountancy.
 Must have excellent
communication
Confectioner  A person responsible for  Must have exprinc in maiking

preparing a variety of candies candies
 Must be creative
 Has a related degree from a
culinary institute
Cashier  A person who will be  Must be High school graduate
handling payments and  Must know general math skills
receipts.  Must be energetic
Crew  A person in charge in daily  Must be flexible.
operation serving the clients  High School Graduate.
that includes, Selling retail  Dynamic and high spirited.
candy products, providing  Willing to work on extended
excellent customer service, hours.
createing/maintaining  Must be service-oriented
displays, assisting with
stocking supplies and
completing customer
education on all retail
products.
Show the job descriptions and requirements of personnel needed in the business.
ORGANIZATIONAL CHART
An organizational chart is the most common visual depiction of how an organization is
structured. It outlines the roles, responsibilities and relationships between individuals within an
organization. It can be used to depict the structure of an organization as a whole, or broken down
by department or unit.
General Manager
Accounting Clerk
Confectioner Cashier Crew
Fig. 5 Organizational Chart
PERSONNEL REQUIREMENT
A personnel requirement is the number of people you will employ and the timing. The
company must figure out how many people the business needs and when it needs them.
Table 7
Personnel Requirement
Position Number of Personnel
General Manager 1
Accountant 1
Confectioner 1
Cashier 1
Crew 1
TOTAL 5
Shows the list of personnel required in the business, their position and the total number of
personnel needed for the position.
JOB DESCRIPTION AND REQUIREMENTS
Job descriptions supply the practical information on positions such as responsibilities,
requirements and special attributes. It also provides the language necessary to defend hiring and
promotion.
GANTT CHART
ACTIVITIES JUNE JULY AUG. SEPT. OCT. NOV. DEC. JAN
1. Preparation of
Business Plan.
2. Preparation of Permits
and Legal
Requirements
3. Set-up of business site
4. Acquisition of Tools
and Equipments
5. Hiring and training of
personnel
6. Start of normal
operations
The table shows a timetable for the following activities: The first four month indicated in
the chart which is from June to September would be allocated for the preparation of the business
plan. Within the months of September and October, there comes the preparation of permits and
legal requirements. Setting up the business site would fall under the month of October and the
acquisition of tools and equipment would be on the same month extended up to the month of
November. The hiring and training of personnel would be on November and December. When all
those activities are already up, the business could start its normal operation by January of the
following year.
ASSESSMENT OF RISK
 Higher starting capital
 Can accommodate limited number of customers.
 Higher fuel consumption
 Can only cater shifting loyal customers
X. FINANCIAL PLAN
The financial aspect must be taken into consideration before accepting a project because it
is one of the most essential parts in conducting project feasibility. No matter how good one plan
on the marketing strategies if there are not enough funds to finance the business. It is cannot be
implemented and thus the business will be difficult to be a profitable one.
The financial aspect plays important role in between the feasibility study. It enables to
analyze the overcome performance of the company. It also determines the department of the
business to grow in progress in succeeding years. A careful analysis of the financial aspect of the
business requires a competent financial planner who is capable of defining financial objectives and
formulate financial strategies on how to achieve the goals.
FINANCIAL ASSUMPTIONS
1. Pre Operating Expenses will be expensed outright on the first of pre operation.
2. Sales are estimated to increase by 10% annually.
3. All purchases are paid on cash.
4. Due to the inflation, the cost of service supplies acquisition will increase by 10% annually.
5. Straight line method will be used in depreciating the production equipment and furniture
and office equipment. Salvage volume for equipment and furniture and fixtures are 10%
and 9% respectively.
6. The rent will remain the same for the first five years of operations. The monthly rent, as
per contract with the owners of the establishment will be P 37, 207.00. with 1 month deposit
and 2 months advance.
7. Salaries and befits will increase by 5% annually.
8. SSS, PHIC, and HDMF contributions are based on the brackets given by the SSS, PHIC,
and HDMF authorities, assuming no charges in the brackets will be made for 5 years.
IV. INDUSTRY ANALYSIS
FUTURE OUTLOOK AND TRENDS
All people have a trait or personality that you can fit objects to him or her. Candy
for instance, people have favorite candies and such that they always eat and enjoy. Sometimes it
fits to his or her personality, or not. Sales of sugar confectionery in the Philippines have followed
a modest upward trend over the review period. Some industry commentators estimate even flatter

ANALYSIS OF THE COMPETITORS
Table 1
Indirect Competitors
Competitors Per pack Per box
Candy Corner 60 170
Pick & Mix 50 140
Made in Candy 45 135
Nuts About Candies 55 160
Candy Capital 40 120
MARKET SEGMENTATION
Marketing consists of buyers, and buyers differ in one or more ways. They may differ in
their wants, resources, locations, buying attitudes and buying practices. Through market
segmentation, the proponents divide large heterogeneous markets into smaller segments that can
be reached more efficiently with products and services that match their unique needs. The
segmentation used by the proponents focused on the demographic aspect was the management
considered the following:
3. Adults. This group of people is generally looking for candies associated with well-being
and healthiness whereas others want to find the candies of their childhood. Brands don’t
target them in the same way. This group (18 years old and above.) is the fastest growing
portion of the population, and needs our services for several reasons:
o Addicts and greedy consumers: they can eat candies any time of the day. For them,
candies are perceived as a pleasure, an anti-stress or a way to regain energy. Most of
the time, they eat candies at home. They don’t care about the healthiness. They like
chocolate and caramel candies, bubble-gums and all kinds of fruit-flavoured candies.
o “Kidults”: young adults nostalgic of their childhood. We call them “kidults” or
“regressive adults” because they are looking for candies reminding them their
childhood.
o Occasional consumers: adults who don’t usually buy candies. They are likely to buy
candies when they go to cinema or when they are in holidays. Candies are sweet little
treats; they don’t feel guilty when eating them. They usually buy small pockets or single
pieces.
o Reasonable consumers: they are small consumers. They consume candies for special
occasions (Birthdays, Halloween, parties…). They are mostly women from 35 to 44
years old with kids between 18 months and 14 years old. They are more interested in
healthy and natural candies. For their children, they choose small pocket candies and
bubble gums.
o Non-reasonable consumers: they are mostly women from 25 to 34 years old with young
children. They let their child choose their candies. Kids buy colorful candies with
animal shapes, for example. When they are growing up, they prefer spicy candies.
o Sugar-free consumers: the target the most difficult to reach because they feel guilty
when eating a candy. We can reach them with healthy, sugar-free and natural candies.
For example, sugar-free bubble gums.

o Generous consumers: these ones buy candies in order to offer them. For example,
grandmothers occasionally buy candies for their grandchildren. Because their first
motivation is to make kids happy, they buy all candies they love (Haribo Pik, Lutti Fiz,
etc.).
o Special occasions consumers: in this segment, we can find people who want to share
candies with their friends, colleagues or family. They usually buy candy’s boxes with
all kinds of candies, to make everyone happy.
For example, Haribo Tirlibibi is the inescapable candy box if you want to share.
4. Kids. This group has a want to discover new candies: news colors, new tastes, new shapes.
This group (17 and below) needs our services for several reasons:
o Young kids (7years old and below): their parents make the decision to buy candies or
not. These young kids want colourful candies with fun shapes. They like gummy
candies as Haribo Croco, Strumfs, Strawberries, Happy Cola, Gold Bears etc.
o Kids and teenagers (8 years old and above): because they are growing up, they want
to discover new things. In term of candies, they want to discover new sensations. Spicy
candies are successful with them. Haribo Pik and Lutti Fizz are their favourites ranges.
Loyalty status in which marketing envision brand loyalty status wherein shifting loyals are
customers who shifts loyalty from one brand to the other and by looking by at customers who are
shifting away from its brand, the company can learn about its marketing witnesses and attempt to
correct them.
Geographic segmentation calls for dividing the market into different geographical units
such as barangays, or even neighborhoods. While in Behavioral Segmentation, markets can be
segmented into light, medium, and heavy service users. Heavy users are often a small percentage
of the market but account for a high percentage of the total consumption. Due format the people
differ on how many times they eat in a mobile food court or eat from their home, the proponents
will more often spend effort in trying to convince light users to patronize more of their service.
In this study the purpose of segmentation is the concentration of market to specific target
consumers and targets the potential consumers with the service and obtains the highest rate of
return of sale for a service.
MARKETING STRATEGIES
A marketing strategy was created to gain advantages in the marketplace, but one must
remain aware of the disadvantages of any given marketing strategy. It is the single biggest factor
which determines the success or failure of the business.
Convincing and attracting marketing strategies will be used to capture the attention of
potential customers in giving the best service in the town. In launching it, the proponents will take
into account the tactical marketing tools-product/service, price, place and promotion.
 Product/Service - Candy Capital is a service not just designed children but also for various group
of individuals who loves different types of candies to take to their homes and inside a store that
gives ambiance that suits to their standards. It will meet everyone’s images of sweetness and
happiness that will successfully relieve them from stress by reminding them of their childhood.
Candy Capital is to introduce a new era in the sweet industry by innovating new products, to give
a totally different experience to our customers who step on to our store and to inject freshness in
the sweet industry such as candies with different flavors, wide range of party packages, seasonal
offers and many more.
 Place- Candy Capital shall run the business in a city that is particularly near in
schools/universities, churches, markets, open spaces where it will be easily accessible to the
students, employees, and especially kids.
 Price- Prices will be set reasonably. It will offer services deals which will include the variety of
Candies at a reduced price.
Market penetration pricing involves setting a low initial price for the product or service.
Product is priced at minimum that will generate profit. The aim of this strategy is to target the mass
market immediately and win a large market share. This strategy can be effective when market is
price sensitive, when low price result to market growth. Finally, low price must keep out
competitive entry, on a longer period for price advantage.
 Promotion- Promotion is one of the market mix elements, and a term used frequently in
marketing. The specification of five promotional mix or promotional plan. These elements are
personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional
mix specifies how much attention to pay to each of the five subcategories, and how much money
to budget for each. A promotional plan can have a wide range of objectives, including: sales
increases, new product acceptance, creation of brand equity, positioning, competitive

retaliations, or creation of a unique image. Fundamentally, however there are three basic
objectives of promotion. These are:
To present information to consumers as well as others, to increase demand ,to differentiate
a product.
These are different ways to promote our product in different areas of media. Use internet
advertisement, special events, and endorsements.
PROMOTION
Promotion is one of the key elements, and a term used frequently in marketing. These
elements are personal selling, sales promotion, direct marketing, and publicity.
Advertising is one of the best marketing strategies, and promotion is one of the several
advertising tools. The promotional technique that the proponents will employ is the use of
advertising materials such as leaflets and flyers that will be given away for people’s awareness of
the promos, prices, packages, and movies the business will offer.
Table 2
Promotional Strategies
Promotional Tools No of Unit Unit Cost Prices
Flyers 1200 .50 600
Signage 1 1200 1,200
Posters 25 50 1,250
Social Networking Sites Free Free Free
(Facebook)
Total 3,050
Table 2 shows the promotional strategies the proponents will use. The highest
expense that will be incurred is ₱ 1, 200 for signage and the lowest expense will be ₱ 1,000
for flyers and posters.
MARKET AND SERVICE POSITIONING
The service involves the safe and efficient delivery of hot and frozen meals to persons who
are unable to attend to their own nutritional needs referrals to other services, safety checks and
friendly contacts are desirable components of the service.
. In marketing, positioning as "an organized system for finding a window in the mind is
based on the concept that communication can only take place at the right time and under the right
circumstances. (Jack Trout). It is a comparative competitive strategy in positioning the product
close to their competitors so consumers can make a direct comparison when they purchase.
The proponents choose the following program: Tie up with victuals and to conduct free
seminars to the two barangays to increase the awareness of the consumers and to increase the
demand of the service.
TARGET MARKET
Target market consist of a set of buyers who share common needs or characteristics that
the company decides to serves Smart targeting helps companies to be more efficient and effective
by focusing on the segments that they can satisfy best and most profitably. Targeting also benefits
customers with offers carefully tailored to satisfy their needs.
The proponents aim to do business with and will direct their marketing strategies to the
residents of Biñan, Laguna. Candy Capital will be gratified to serve this kind of individuals and
will be glad to satisfy their cravings for candy.

BUSINESS RESUME
Name: Sofia Isabelle G. Garcia

Address: 5205 Diamomd St., Nepa Subd., Brgy. San
Vicente, City of Biñan, Laguna
Contact Number: 09179901700
E-mail Address: sofia.isabelle@yahoo.com
Educational Attainment:
Grade School:
 Saint Michael’s College of Laguna 2004 – 2012
Junior High School:

 Saint Michael’s College of Laguna 2012 – 2016
Senior High School:
 University of Perpetual Help System Laguna 2017– Present
Academic- (Science, Technology, Engineering and Mathematics)
Personal Data:
Height: 4’11”
Weight: 60 kg.
Birthdate: October 13, 1999
Age: 18
Birthplace: San Pedro, Laguna
Citizenship: Filipino
Religion: Iglesia Ni Cristo
Father’s Name: Ferdinand F. Garcia
Mother’s Name: Maricel G. Garcia
Highlights:
 Exceptionally strong database management skills
 Excellent data mining ability
 Generates helpful and useful corporate reports
 Works well as part of a team
 Can meet any planning or projection deadline
 Very strong computer software skills
BUSINESS RESUME
Insert
Name: Marylei Ann Balisado Photo
Address: 151, Country Drive St., Country Homes subd., City of Here
Biñan, Laguna

E-mail Address: maryleiannbalisado@gmail.com
Grade School:
 Sta. Catalina College 2004 – 2012
Junior High School:

 Sta. Catalina College 2012 – 2016
Senior High School:
Personal Data:
Height: 5’2”
Weight: 45 kg.
Birthdate: September 9, 1999
Age: 18
Birthplace: San Pablo, Laguna
Religion: Roman Catholic
Father’s Name: Thomasito Balisado
Mother’s Name: Jennifer Balisado
Highlights:
BUSINESS RESUME
Insert
Name: Patricia Therese Alvarez Photo
Here
Address: Blk. 819 Lot 7, Sunflower St., Garden Villas 3,
Brgy. Malusak, City of Sta. Rosa, Laguna

E-mail Address: patriciatherese@yahoo.com
Grade School:
 Child Formation Center 2004 – 2012
Junior High School:

 Child Formation Center 2012 – 2016
Senior High School:
Personal Data:
Height: 5’2”
Weight: 45 kg.
Birthdate: February 24, 2000
Age: 18
Birthplace: Sta. Rosa, Laguna
Father’s Name: Rolito Alvarez
Mother’s Name: Irene Alvarez
Highlights:
BUSINESS RESUME
Insert
Name: Kim Deza
Photo
Address: Blk 21 Lot 23, Emerald St., Mabulaklak Village, Here
Brgy. Pulo, City of Cabuyao, Laguna

E-mail Address: kimdezza@gmail.com
Grade School:
 Central1Elementary School 2004 – 2012
Junior High School:

 Cabuyao National High School 2012 – 2016
Senior High School:
Personal Data:
Height: 5’3”
Weight: 75 kg.
Birthdate: June 2, 1999
Age: 18
Father’s Name: Roberto Deza
Mother’s Name: Vicky Deza
Highlights:
BUSINESS RESUME
Insert
Name: John Paul Gutierrez Photo
Address: Blk 31 Lot 2, Poplar St., South City Drive, City of Here
Biñan, Laguna
E-mail Address: pualjohng@gmail.com
Grade School:
 Carmona Elementary School 2004 – 2012
Junior High School:

 Carmona national High School 2012 – 2016
Senior High School:
Personal Data:
Height: 5’6”
Weight: 53 kg.
Birthdate: July 3, 1999
Age: 18
Father’s Name: Jomar Gutierrez
Mother’s Name: Christine Gutierrez
Highlights:

Gold Candy Capital

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Gold Candy Capital

Hochgeladen von

Copyright:

Verfügbare Formate

University of Perpetual Help System Laguna - JONELTA

Basic Education Department – Senior High

Patricia Therese Alvarez

advantages and disadvantages of candy store or Candy Capital business.

The owners of the business are as follows:

II. NATURE OF THE BUSINESS

provided they have sufficient visibility in the marketplace.

III. INDUSTRY ANALYSIS

FUTURE OUTLOOK AND TRENDS

provided they have sufficient visibility in the marketplace.

ANALYSIS OF THE COMPETITORS

Competitors Per pack Per box

Candy Corner 60 170

Pick & Mix 50 140

Made in Candy 45 135

Nuts About Candies 55 160

Candy Capital 40 120

considered the following:

candies are perceived as a pleasure, an anti-stress or a way to regain energy. Most of

o “Kidults”: young adults nostalgic of their childhood. We call them “kidults” or

occasions (Birthdays, Halloween, parties…). They are mostly women from 35 to 44

For example, sugar-free bubble gums.

all kinds of candies, to make everyone happy.

such as barangays, or even neighborhoods. While in Behavioral Segmentation, markets can be

return of sale for a service.

which determines the success or failure of the business.

offers and many more.

students, employees, and especially kids.

Candies at a reduced price.

competitive entry, on a longer period for price advantage.

increases, new product acceptance, creation of brand equity, positioning, competitive

objectives of promotion. These are:

To present information to consumers as well as others, to increase demand ,to differentiate

advertisement, special events, and endorsements.

Promotional Tools No of Unit Unit Cost Prices

Flyers 1200 .50 600

Signage 1 1200 1,200

Social Networking Sites Free Free Free

for flyers and posters.

MARKET AND SERVICE POSITIONING

friendly contacts are desirable components of the service.

circumstances. (Jack Trout). It is a comparative competitive strategy in positioning the product

demand of the service.

customers with offers carefully tailored to satisfy their needs.

will be glad to satisfy their cravings for candy.

IV. DESCRIPTION VENTURE

USES OF THE SERVICE

candy store you can find in town.

Fig1. Company Logo

standard products and render great services to consumers.

promoting good customer relationships.

TAG LINE (UNIQUE SELLING PROPOSITION)

USP (Unique Selling Proposition).

LOCATION AND SIZE OF THE BUSINESS

Organic Meals on Wheels will be located in different location in Biñan, Laguna.

Figure 2 . One Point Perpective with a Centrally located Vanishing Point

Figure 3. Metric dimensions of Food Van

SUPPLIES, TOOLS, AND EQUIPMENT

business. These are cited below.

File Folder 50 Pc. 5.00 250.00

Bond paper 5 Ream 120.00 600.00

Pen 2 Box 42.00 84.00

Pencil 2 Box 42.00 84.00

Marker 2 Box 250.00 500.00

________ _