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Chan, Cheny BS Entrep 3-3

Bobon, Jonathan Fundamentals of Research

Mendoza, Julie Mar Prof. Lyn Mapada Canceran

“Gourmet Tuyo”

Chapter 1

THE PROBLEM AND ITS SETTING

Introduction

Philippines as we all know is covered by oceans around the pacific and fishing is

one of those livelihood where people get to earn income for a living. One of the fishes

that are caught by fishermen is what we called “Tuyo”. Filipinos are very well known in

eating “Tuyo” since it’s the most budget friendly food and is available to every class in

the economy. In the business industry, they upgraded this ingredient to a more delicious

and delightful one which in turn can be known as “Gourmet Tuyo”.

As defined in the website of The Spruce Eats, “Gourmet food refers to food and

drink that takes extra care to make or acquire. Gourmet food is often found or made

only in certain locations. The ingredients used may be exotic and hard to find in regular

grocery stores.” Food gourmet here in the Philippines is one of the uprising business for

the small micro entrepreneurs. One of the successful businesswoman in the food

gourmet is Neri Naig. She started as an Artist in ABS- CBN and married to Chito

Miranda one of the most successful singer in the Philippines. After they married, Neri
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Naig made food gourmet tuyo and she sell it through the internet. She also blogged it to

her social media accounts. Because of the sites more Filipinos around the world want to

buy her gourmet tuyo. And because of the successful in the industry she became one of

the most successful food gourmet entrepreneur.

Promoting food gourmet was a big challenge in developing country such here in

the Philippines. Many small micro entrepreneurs feel pressured to bring the local food

gourmet to a high-quality product level to sustain its assistance to the community. As

stated in the DTI website and I quote, “It has always been the DTI’s priority to help

future and budding entrepreneurs in visualizing and expanding their business,

respectively. We are there, every step of the way, helping owners of micro-, small-, and

medium-sized enterprises (MSMEs) start]]’ their trade through the conceptualization

phase and walk them through the registration process.”

This day was particularly challenging for us to considering how to grow our

business for the future. We want to promote small-scale producer of our very own food

gourmets here in City of Manila and someday to become one of the most successful

food gourmet manufacturer here in the Philippines.

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Statement of the Problem

Tuyo Gourmet is one of the Food’s Industry product that has a potential to hit

the market and can compete with other processed food such sardines and tuna. There

are many kind of processing method in the country that was being used by different

company in making their business. Drying goods such as “Daing” and “Tuyo” are one of

the processing method that was the easiest and cheapest way to make raw foods to

last for a long period of time. However starting a Tuyo Gourmet business needs a

thorough research on food processing. The purpose of this research is to find out if it is

profitable to enter the business although the processing method need no large amount

of money. We would also like to know if the business can catch up the market

competition or it will satisfy the taste of our target market.

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Hypothesis

Research Hypothesis: It is hypothesized that dehydrating process or drying raw foods

is the safest way to make food last longer.

Hypothesis as Question: What is the shelf life of raw foods that undergo the

dehydrating process or drying such as “Daing” and “Tuyo”?

Research Hypothesis: Social Medias is one of the key factors that helps small business

owner to promote their business.

Hypothesis as Question: How can social media helps small business owner to promote

their business

Research Hypothesis: It is hypothesized that packaging and brand affect the marketing

Hypothesis as Question: How packaging affects the consumers

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Theoretical Framework

Survey plan: The schematic framework of the survey processing plan on “Gourmet

Tuyo” and a brief description of each step is described below.

Identify the problem, goals and strategies to improve our “Gourmet Tuyo.”

Conducting a survey to our valued customers is a good strategic plan in identifying the

needs and areas of improvement in our main product.

The team provided a platform for customer feedback and satisfaction through a survey.

This will allow the team to review and reassess the frequency, demand, and

preferences to further improve the product.

Based on the survey, customers identified four key elements for overall product

improvement: outlets (product distribution and availability), product design (packaging,

labelling), marketing (commercializing, engaging partnerships with third parties) and

quality of product for our “Gourmet Tuyo.”

Through this survey, any issues and areas for improvement will be identified by the

team and can be used as inputs on further refining the product. A customer feedback

survey will be implemented on a periodic basis for the product to be continuously

innovate and competitive within the target market.

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The figure above shows the conceptual framework of the study. It shows the

variables that our team shall examine to determine which of the three correlate

most with customer satisfaction.

Why were the three independent variables namely product quality, affordability,

and product availability selected? A review of the literature on customer

satisfaction may have revealed that these variables are determinants of customer

satisfaction. For example in a particular location where our product business

operates, any of these variables may be more important than the others. A study

found out that customer preferences vary geographically. This finding implies that

clients in one place may prioritize affordability over the quality of the product. In

one location, customers may put a premium on product quality. In another

location, customers may not mind much either the affordability or availability but

will focus more on the overall product quality.

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Questionnaire

We are PUP students and we are conducting a research about “Gourmet Tuyo”. We

would like to ask several questions that will be helpful for us in collecting data for

our topic. It would be our pleasure to hear more from your side. Thank you so

much.

1. Have you eaten “Tuyo”?

___Yes
___No

2. If Yes, how often do you eat “Tuyo”?

___More than 5 times a week
___2-4 times a week
___Once a week

3. Who do you eat best with “Tuyo”

___Family
___Friends
___Boyfriend/ Girlfriend
___Children
___Wife/ Husband

4. Will you patronize “Gourmet Tuyo”?

___Yes
___No

5. When is “Gourmet Tuyo” best time to eat?

___Side Dish
___Appetizer
___Main course

6. If applicable, Kindly rate your taste involving “Gourmet Tuyo” (1 being the

lowest and 5 as the highest)

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___Satisfaction
___Spicy
___Delicious
___Tasty/ Flavorful
___Salty

7. What do you think will make you choose “Gourmet Tuyo” (Please check all

applicable)
___Personal Appetite
___Different taste
___Peer Pressure
___New Discovery

8. Does packaging and brand affect the marketing of “Gourmet Tuyo”?

___Agree
___Disagree

9. If yes, if you want to upgrade or improve “Gourmet Tuyo”, what can you

suggest best?

10. “Gourmet Tuyo” is still on its way to making it in the business industry, if

given a chance would you promote this product and be a reseller as well?
___Most Likely
___Maybe
___Not my priority

Scope and Limitation of the study

This study aims to widen the knowledge of every Filipino to be creative and open

minded to try products different from the usual. We aim to encourage all people from

the society to enjoy and patronize Filipino culture and the impact it would have on them.

The collection of data will be conducted from a group of people of different classes with
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different perspective of “gourmet tuyo” and how they look onto it which will become the

basis of the study. This research will tackle more on the demand, marketing, product

design and availability to the market,as well as quality assurance of the product. Other

problems aside from this matters will not be emphasize. Further research on the study

will be done through utilization of survey and questionnaires given to randomly selected

people from different classes. In this process, identification of product improvement in

certain areas will be used to enhance the study.

Significance of the Study

The study will redound to the benefit of future market and other entrepreneurs

whose focus is expounding the network of "gourmet tuyo". Through further study and

utilization of resources, research will be able to improve the quality of the product that will

be suitable to all people. In this case, we also aim to promote more of the Filipino

culture, particularly "tuyo" and putting in a high class quality that will sooner be known to

other entrepreneurs and marketers globally. This will not only show the success of the

country but as well as to make them notice the livelihood of every Filipino to produce

these kind of product. The study intends to reach "gourmet tuyo" not only as a food but

as well as a business globally expanding its horizons to all levels in the society.

Definition of Terms

Gourmet - the process done to make the food of the lowly appears to be of high

quality. Making the product more attractive to the market by simply using ingredients

and spices of high class combined with a recipe of low quality with good packaging
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producing an upgrade and exceptional product.

Tuyo - this means "dry". This is a kind of fish which is salted and dried usually herring.

This is the food that Filipinos are very fond of eating. This is actually considered a food

for the masses. This is usually eaten during breakfast together with fried rice and sunny

side up eggs. A kind of fish that has been part of the Filipino culture especially shared

with families.

Homemade - something you made at home at your own cost and doing something at

your own style. Delimiting yourself from doing a standard procedure to come up with a

more sophisticated product.

Preservatives - the procedure or process of putting a substance to a food, beverage

and others to make it last longer and preventing from spoilage. This is usually done by

manufacturers who tends to lengthen not only the consumption but as well as storage

of the product.

Delicacy - This is usually used on every places in the Philippines because every town

has their own delicacy. This usually pertains to a food that can be considered the best

seller in a particular place. This is what you call the foods in a place, particularly a town,

where they are usually known for.

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Fillet - this is the process of deboning the fish so that people would not have a hard

time to eat. This process is sometimes incorporated in producing gourmet product other

than tuyo. Removing of bones from the fish will let the market buyer have an easy time

and more convenient way of eating.

Shelf life - this is the life span of the product when stored. Shelf life depends on the

kind of food to be produced but for gourmet and food with preservatives, life span is

expected to be longer than usual.

Spices - this are the ingredients used to come up with the gourmet tuyo. This includes

the olive oil, garlic, chillies, onions and secret ingredients.

Livelihood - this what most of the Filipinos live for. This is an act wherein people think

of a way to earn for a living. Most of them prefer marine livelihood where fishing is the

major part of this. Others, prefer agricultural livelihood where natural resources like

farming is a big aspect of it. Strategizing how to make gourmet tuyo and making it as

attractive and delicious as possible to earn a profit and use it for a living.

Entrepreneur- these are the people behind the success of gourmet tuyo.

Entrepreneurs are the ones who sell and market the product to the public and make it

appear as attractive as possible and pleasing to the eyes of many.

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Customer Satisfaction – is a metric used to quantify the degree to which a

customer is happy with a product, service or experience. This metric is usually
calculated by developing a customer satisfaction survey that tasks on a five or
seven seven-point scale how a customer feels about a support interaction,
purchase or overall customer experience, with answers between “highly unsatisfied”
and “high satisfied” to choose from.
Food Drying – is a method of food preservation in which food is dried (dehydrated
or desiccated). Drying inhibits of growth of bacteria, yeasts and mold through
removal of water. Dehydration has been used widely for this purpose since ancient
times; the earliest known practice is 12 B.C. by inhabitants of the modern Middle
East and Asian regions.
Food Gourmet – is characterized by high quality, accurate preparation, and artistic
preparation and artistic presentation. Gourmet food can also be a matter of
perception. These foods, if they particularly if they hail from an “exotic’ locale, are
more likely to be viewed as special.
Marketing - is the process of interesting potential customers and clients in your
products and/or services. The keyword in this marketing definition is “process”;
marketing involves researching, promoting, selling, and distributing your products or
services.
Marketing Strategy – is the comprehensive plan formulated particularly for
achieving the marketing objectives of the organization. It provides a blueprint for
attaining these marketing objectives. It is the building block of a marketing plan. A
marketing strategy helps an organization to concentrate its scarce resources on the
best possible opportunities so as to increase the sales.
Place - Place decisions outline where a company sells a product and how it
delivers the product to the market. The goal of business executives is to get
their products in front of the consumers most likely to buy them.

In some cases, this may refer to placing a product in certain stores, but it also
refers to the product's placement on a store's display. In some cases,
placement may refer to the act of placing a product on TV shows, films or
web pages to garner attention for the product, but this placement overlaps
with the promotion.

Price - Price is the cost consumers pay for a product. Marketers must link the
price to the product's real and perceived value, but they also must consider
supply costs, seasonal discounts, and competitors' prices. In some cases,
business executives may raise the price to make a product seem more like a
luxury or lower the price so more consumers can try the product.

Marketers also need to determine when and if discounting is appropriate. A

discount can sometimes draw in more customers, but it can also give the
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impression of the product being less exclusive or less of a luxury than when it
is at a higher price.

Product - Product refers to a good or service that a company offers to

customers. Ideally, a product should fulfill a certain consumer demand or be
so compelling that consumers believe they need to have it. To be
successful, marketers need to understand the life cycle of a product, and
business executives need to have a plan for dealing with products at every
stage of their life cycles. The type of product also partially dictates how much
businesses can charge for it, where they should place it, and how they
should promote it in the marketplace.
Promotions - Promotion includes advertising, public relations, and
promotional strategy. This ties into the other three Ps of the marketing mix as
promoting a product shows consumers why they need it and should pay a
certain price for it. In addition, marketers tend to tie promotion and placement
elements together so they can reach their core audiences.

For example, In the digital age, the "place" and "promotion" factors are as
much online as offline. Specifically, where a product appears on a company's
web page or social media, as well as which types of search functions trigger
corresponding, targeted ads for the product.

Small Micro Entrepreneurs - is generally defined as a small business employing nine

people or fewer, and having a balance sheet or turnover less than a certain amount (e.g. €2
million or PhP 3 million). The terms microenterprise and microbusiness have the same
meaning, though traditionally when referring to a small business financed by microcredit the
term microenterprise is often used. Similarly, when referring to a small, usually legal business
that is not financed by microcredit, the term microbusiness (or micro-business) is often used.
Internationally, most microenterprises are family businesses employing one or two persons.
Most microenterprise owners are primarily interested in earning a living to support themselves
and their families. They only grow the business when something in their lives changes and they
need to generate a larger income. According to information found on the Census.gov website,
microenterprises make up 95% of the 28 million US companies tracked by the census.

Reference:
https://blog.hubspot.com/service/what-is-customer-satisfaction
https://en.wikipedia.org/wiki/Food_drying
https://www.quora.com/What-is-gourmet-food
https://www.thebalancesmb.com/marketing-in-business-2948349
https://www.managementstudyguide.com/marketing-strategy.htm
https://www.investopedia.com/terms/f/four-ps.asp
https://en.wikipedia.org/wiki/Micro-enterprise
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