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Location Profile
Royale Grill is located in Rizal Street, Mangaldan renting a space with a floor area of 16
square meters. The building is owned by Alfredo Santos and has the capacity that could
approximately accommodate one rotisserie stand, a small sink and a small comfort room.
The proponents decided to rent the building because the business is just starting-up and
is unable to commit a lot of capital to building. Since the working capital is not enough for this
matter, the company most likely opts to lease. The company will consider the construction of
The company’s location is strategic because first, it is in the public market which is a
good opportunity for the business to have more exposure in the market. Also, Mangaldan has
only few fast food chains for the consumers to switch from. Second, the company’s suppliers’
locations are also located near the business’ place which can help the company to lessen its
cost expenditures in terms of shipping cost. Lastly, the proponents chose the municipality of
Mangaldan because it is one of the most populous towns in Pangasinan for having more than
106,331 citizens according to the 2015 census of Philippine Statistics Authority which can be
I. SWOT Analysis
I.1. Strengths
One of the proponents have the technical capability to produce the product
The major strength of Royal Grill is the technical capability of the proponents which is
considered to be the foundation in establishing the business. Since some of the proponents
have the knowledge and actual experience in producing the proposed products, this gives an
The business is the first to officially introduce the roasted turkey and duck business in
Mangaldan based on the proponents’ observation and interviews from some of the roasting
businesses in Mangaldan which includes Bobby’s Roasted, Ivy’s Roasted, Rammel’s Roasted,
Road Roaster’s Roasted, Dong’s Roasted and Renxy’s Roasted last February 3, 2019. There
are no direct competitors since there are no businesses in Mangaldan who offers roasted turkey
and duck, this gives an opportunity for the company to establish its own name. In addition,
being a first-mover has more time than later entrants to perfect processes and systems, and to
One of the main strengths of Royale Grill lies in its variants of roasted turkey and duck
such as fiery peperry (spicy), spicy tasty royale (sweet and spicy) and classic. Offering these
new products can distinguish the business from competition because most of the roasted
related businesses offer the same classic product. To maintain this strength, the business
would improve its product quality and its supply chain by contracting suppliers to ensure high
quality.
Royale Grill Company is located in front of the market so it is beneficial for those people
who are passing and wanted to buy the products because they will no longer exert more effort in
buying.
I.2. Weaknesses
Compared to other roasted products especially roasted chicken, roasted turkey and duck
may appear costly to customers. This factor can make consumers to buy other roasted that they
could afford thus limiting the market. To make it up with its price, the business will observe the
product’s high quality by identifying contract grower to maintain the good quality of the raw
materials. The company will communicate and negotiate to some turkey and duck suppliers to
ensure the quality and to avoid shortage. The business will also offer per kilograms for those
I.3. Opportunities
Having few fast-food chains in the target location will be an opportunity to the business
since consumers have lesser option to buy food. This gives the company to introduce the
proposed products to buyers who are tired of eating the same foods from the same fast food
chains.
Mangaldan population grew from 33,422 in 1960 to 106,331 in 2015 (PhilAtlas, 2019)
Since there is a fast growth of 1.39% population in Mangaldan and in nearby municipalities,
entering a new business in this place will be a good opportunity since there can be a wide range
of target market within these areas. In addition, the greater the population, the more people will
be able to pass the through the company’s location thus increasing the potential buyers.
Mangaldan is known as for its roasting industry, this situation makes consumers
conclude that the target location is known and good at roasting since the municipalities’ offers
numerous different grilled products, thus making the consumers to buy the proposed product in
Expansion
The company will expand its operation in different nearby municipalities after 5 years of
operation in Mangaldan. This expansion will be a good opportunity to the company to increase
I.4. Threats
Like chicken products, turkey and duck products are also prone to diseases such as bird
flu which can lead to possible supply shortage and increase to input prices. This may also
create uncertainties to customers to whether buy the product. Since this event is uncontrollable
threat which cannot be prevented by the company, reducing its possible effects must be taken
into consideration. To counter this, the business must establish a strong supplier relationship to
avoid supply shortage by observing good payment discipline that could prompt the supplier to
offers roasted chicken and pork that have already gained customer loyalty because of their
existence for a long period of time. This threat will be reduced by developing customer relations
through proper communication by informing the customers about the new offers and features of
the products. Better customer relations can make buyers loyal. In addition, the threat of close
substitute could be reduced by making consumer aware of the variants and health benefits of
Customer Preferences
Some buyers prefer products that they normally buy because they have already tried it
and trust is already there. In addition, there are some buyers who do not like to take the risk of
trying new products afraid that it may not suit their preferences. Therefore, since they prefer
sticking to products they used to buy, it is a bit difficult to persuade and encourage them to
purchase the roasted turkey and duck products. To solve this threat, the business will conduct
extensive promotional activities such as food tasting to introduce them the taste of flavored