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Chapter II

MARKET FEASIBILITY

Product Description

Grill.com Barbecue Haus has unique taste to satisfy the human taste.

Marinated with secret spices and flavoured with a pinoy taste for the customer’s

satisfaction.

Fig. 2.1 Vacuum-sealed pork barbecue (P60 per pack)

Fig 2.2 Chicken barbecue (P25 each)

PRODUCT/SERVICE
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Grill.com Barbecue haus offer chicken and pork barbecue with a pinoy

taste. You can directly dine in and take out our special barbecue with savoury

sauce. For your convenience, you can order online. You can have directly

contact thru our facebook page and mobile number. Right directly, the BBQ store

can deliver it to you right now a fresh and vacuum-sealed barbecue, whether

pork or chicken, at your home for convenience.

Unlimited is present in the store. Unli-rice with unli sauce can be availed

with particular prices for those who want a heavy meal. Directly visit the BBQ

store to have a dine with a price that suits your budget.

Brand Name

The name of business came with contemporary mix of modern and

traditional branding. “Grill.com” directly projects about online surfing where

orders can made through and “barcbecue haus” ignites as an idea that

integration of assorted BBQ available in one store.

Logo
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It is a typical illustration of emblem which in comes to food industry. The

fire represents direct cooking which is grilling. The utensils beside the fire

symbolizes the steadfast where orders for dine in will be directly serve to the

table after it will be cooked from grilling. Then the business name which is literally

displayed on the logo itself

TARGET MARKET

For any business to do pretty well, there must be robust plans in place to

attract the target market. Before starting our BBQ restaurant and store business

in Polomolok, the researcher conducted a thorough market survey and feasibility

studies and we are certain that there is a wide range of people who would

patronize our BBQ restaurant and store on a regular basis.

In view of that, the business created strategies that will enable us reach out to

various groups of people who are likely going to become the loyal customers.

Below are the target markets;

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 Tricycle drivers

 Students

 Tourists

 Party organizers

 Housewives

 Working Professionals

 Employees nearby establishments

 Online buyers

PRICING STRATEGY

The prices of our pork and chicken barbecue ranges from 6 pesos to 25

pesos depend on the parts in every specified type .A free delivery charge within

the locality with a minimum purchase of 10 packs. Otherwise, 40 pesos’ charge

outside Polomolok or will depend upon the location of the buyer. In fact, Grill.com

Barbecue Haus will try as much as we can to sell below the industry’s average so

as to attract loads of customers.

The BBQ store will have packaged-meal with “unli-rice” and unlimited

sauce. You can add 45 pesos to have an unlimited rice and unlimited sauce.

Then a five plus one starts from 1pm till 4pm. It is available on 6 pesos’ barbecue

which is pork barbecue.

BBQ store will ensure to reduce the overhead to ensure our profit margin

is higher over expenditures. Then also have plans in place to discount the

products once in a while and also to reward the loyal customers.

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DISTRIBUTION STRATEGY

Despite the fact that the BBQ restaurant and store will be located due to

its location near public market. Much anticipation about much growth of sales will

be manifested.Grill.com Barbecue Haus has a long term plan of covering various

locations in nearby major cities and municipalities. Venture out by distributing a

free delivery charge and reaching out through online.

PRODUCER

CONSUMER

Fig. 2.1 Distribution Strategy

Competitor Analysis
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Grill.com Barbecue Haus is mindful of the fact that there is stiffer

competition in the BBQ and outdoor cooking stores industry in the Region 12;

hence the BBQ store have been able to enact the some of the best plans and

strategies to handle sales and marketing.

Existing Competitors

There are nearby existing barbecue vendors. These are small BBQ

vendors which have loyal customers since its existence. Internal parts such as

small intestine and gizzards were being sold unlike to menus of Grill.com

Business Haus.

Potential Competitor

Small vendors near the Public Market are the potential competitors. Within

the vicinity, competitors sold assorted parts of chicken and also in pork. On the

other hand, Grill.com Barbecue Haus distribute online. Also Tiongson Arcade is

considered as Gensan’s BBQ Hub where assorted vendors related course had

been sold. GenSan City is a nearby city and considered as a target market as

part of distribution plans. Antipolo Lagao Barbecue located also on the said

establishment and claimed the orginal pork lagao barbecue.

These matters are potential competitors which are located outside

Polomolok. Even though it is not located near the store, these could be major

competitors due to its available online and could be distributed on the said city.
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Competitor Analysis

Strength Effect to the Business

More choices served to customers Grill.com Barbecue Haus only offered

such as internal parts of the chicken just pork meat and chicken whereas it

can cause client to surfeit due to of

choices
Located at the city where much Nearby place like General Santos city

populated compare to hometown is a neighboring city where online

buyers can be manifested. Compared

to Polomolok, much populated and

more buyers.
Well known to public Other BBQ stores are almost existed

for more than decades. Some

customers will decide to buy only to

his/her known BBQ store.

Weaknesses Effect to the Business
No vacuum sealing Absence of vacuum sealing which the

shell life of Grill.com Barbecue Haus is

much more exhibited compare to

typical cellophanes
No online transactions Convenience to buyers that want to

order hassle and preferably to those

with hectic schedule

No unlimited rice and unlimited sauce For those customers who want to have

a heavy meal in a budget price, it will

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increase the buyer of BBQ as viand to

unlimited rice

Table 2.2 Strengths and Weaknesses of competitors

Demand and Supply Gap

PROJECTED DEMAND (5 YEARS)

For the computation, we get the average monthly multiplied to the

percentage of the people always went to public market plus online transactions

during casual days and peak seasons. Assume per BBQ buyers purchased one

stick.

Population of people who went to public market

=monthly population x % of BBQ buyers

=190,566x 8%

=15,245 people

Online users recently active to social media within 25 kilometres radius

=active users x % BBQ buyers

=525,932 x 2%

=10,518 online users

Monthly buyers of BBQ

=15,245 +10,518

=25,763 per month

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To compute for the total annual amount demand, we have the following

computation.

Demand for food offered directly at the store for dine in and take out plus online

transactions (annually)

={{weekly demand {direct at the store} x operating weeks}} + { weekly

demand{online} x operating weeks}}

Customers Monthly Annually

Directly at store 15,245 182,940
Online orders 10,518 126,216
TOTAL 25,763 per month 309,516 per year

Table 2.3 Total Demand Schedule

In reference from the annual growth of public market and online users (13%), we

have come up with below 5 year projection for demand for grilled foods in the

locality. Assumption that one stick per one person.

Demand Gap (Five years)

YEAR
2019 2020 2021 2022 2023
DEMAND GAP 309,516 349,706 395,167 446,538 504,588

Table. 2.4 5 year demand projection

Since supply is directly proportional with demand, projected supply for 5 years

will have an annual of 13% also.

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Target Market Share

Quarterly Transactions
12

10

0
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Direct Store Online order

Fig.2.3 Percentage of customers avail through direct store and online.

Promotions and Market Strategy

In view of that ,the business is going to adopt the following marketing

strategies to ensure that the BBQ store will do not only to attract customers but

generate repeated sales from them. Parts of the marketing and sales strategies

that the business will adopt are;

 Open our BBQ restaurant and store in a grand style with party for all

 Introduce our BBQ restaurant and store by sending introductory letters

alongside our brochure to organizations, households and key stake

holders in the locality

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 Position our signage/ flexi banners at strategic places in and around the

municipality

 Position our greeters to welcome and direct potential customers

 Create a loyalty plan that will enable us reward our regular customers

 Free delivery within the locality for the convenience of the customers

MARKET FORECAST

It is the the wish of any business to attract massive sales at all times. The

business is well positioned to attract load of clients.

Below is the sales projection for GRILL.com BARBECUE HAUS, it is based on

the location of our business and other factors as it relates to BBQ restaurant or

store start-ups. With the annual sales of P1, 833,096, the largest sales holds on

last quarter of the year where holidays are most celebrated.

Projected Annual Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Fig. 2.4 Annual sales

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MARKETING BUDGET

In order to achieve the targeted sales, marketing budget must be planned

to avoid deficit or loss in running the business. Marketing budget is the cost of

doing business to attract clients .

Herewith the table for marketing budget to be project:

Particulars Annual Budget

Advertising such as brochures and
30,000
signages
Internet Connection
12,000

Equipments ( laptop) 21,000

Fuel 60,000
Motorcycle 45,000
Web design 10,000
Local newspaper (Brigada) 80,000
TOTAL 258,000

Tab.2.5 Annual Marketing Budget