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Chapter I

INTRODUCTION

Vegetables are important protective food and highly beneficial for the maintenance of health and prevention of diseases. They contain valuable food ingredients and great sources of vitamins and minerals, which can be successfully utilized to build up and repair the body. The juices extracted from fresh raw vegetables are highly beneficial as they furnish all the cells and tissues of the body with the elements and the nutritional enzymes which they need. It is true that the body can derive these elements from whole vegetables. But the fresh juices can provide them in the manner in which they can be most easily digested and assimilated. A vitamin and mineral deficiency can thus be made much more quickly by drinking fresh juices than by eating raw vegetables. According to the 6th National Nutrition Survey, the Filipino diet does not get even close to its recommended daily intake of fruits and vegetables. Based on the Nutritional Guidelines for Filipinos of the Food and Nutrition Research Institute, Department of Science and Technology (FNRI-DOST), the recommended daily consumption of fruits should be 2-3 servings (1 serving = 1 medium sized fruit or 1 slice of big fruit) while for vegetables it should be 3 servings ( 1 serving = cup cooked). Also, the fifth message of the Nutritional Guidelines for Filipinos 2000 (NGF 2000) encourages Filipinos to eat more fruits, vegetables and root crops.( Food and Nutrition Research Institute of DOST, 2000). Nowadays, people are seeking for products/goods that are instant due to the fact that most women are working that they dont have enough time to prepare foods
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for their family. Processed juices are one of the considerations of most women. Thus, the idea of extracting juices from three different vegetables such as lettuce, carrots and spinach came into minds of the proponents of 3V enterprises, composed mainly of Joanna Karizz Ambita, Carille Mae Sumagui, Jennelyn Dinglasan, Mary Joyce Rolle and Jay Ffer Alegre. The business concerns mainly of production and selling of vegetable juices that can serve not only as refreshment but also as herbal medicine. The business is conceptualized due to the fact that practically all vegetables make good juices, but some bitter than others. Vegetable juices soothe jaded nerves and gently carry away toxic matter and accumulated waste products. They are best taken at least half an hour or more after meals. They should not be taken before meals or near the same time as fruit juices. Many common ailments respond favorably to raw vegetable juices.

Statement of the Problem The purpose of this study is to determine the feasibility of producing and selling juices out of lettuce, carrots and spinach. Specifically, this study will seek answers to the following questions:

A. Organization and Management Aspect 1. How will the business be organized? 2. How will the business be managed and operated? 3. What are the experiences and qualifications needed for each position in the organization?

4. What are the duties and responsibilities of each member in the organization? 5. What are the management policies and regulations will be adopted to operate the business? B. Marketing Aspect 1. What are the strategies that can be applied to come up with the unique features/characteristics of the products? 2. What are the pricing strategies that can be used for the proposed products? 3. What are the promotional strategies that can be implemented to attract the target market? 4. How should vegetable juices be distributed?

C. Production/ Technical Aspect 1. What is the production procedures involved in producing vegetable juices? 2. Who will be the suppliers of working materials? 3. What staff is needed and what are the qualifications? 4. What will be the production capacity of the proposed business? D. Financial Aspect 1. Who are the sources of capital for the proposed business? 2. How much is the total capital requirement needed to start the business? 3. What is the profitability of operating the business in Cavite? E. Socio-Economic Aspect 1. What will be the proposed business social responsibility? 2. What is the economic impact of the proposed business in the society?
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Objectives of the Study This study will be conducted to evaluate the feasibility of operating a business engaged in the production of vegetable juices out of lettuce, carrots and spinach. Specifically, this study aims to:

Organization and Management Aspect This study will describe the ways/techniques on how the business will be organized, specifically the organizational structure of the business and the form of business organization that will be adopted, the experiences and qualifications needed for each position in the organization, the duties and responsibilities of each member in the organization and the management policies and regulations that will be practiced.

Marketing Aspect The proposed business will develop proper marketing programs and implement marketing strategies to be able to penetrate the target market, as this will also discuss different product strategies, pricing strategies, promotional activities, and distribution channels that will be used to reach the target consumers.

Production/ Technical Aspect This study will describe the processes involved in the production of vegetable juices out of lettuce, carrots and spinach. This will also determine the sources of materials needed in production, the staff needed to meet the production requirements, and the capacity of the business to produce vegetable juices.

Financial Aspect This study will identify the sources of capital and the amount of capital required to start the operation of the proposed business. More importantly, this study will evaluate the profitability of operating a vegetable juice business out of lettuce, carrots and spinach in Cavite.

Socio-Economic Aspect The social responsibility of the proposed business in terms of helping different sectors in the community and the economic benefits that will be gained by our society will be presented in this study.

Significance of the Study One of the most promising business ventures today is the food sector and those that can offer health benefits to consumers. It is for this reason that this study will be conducted, that is, to develop vegetable juices made primarily from lettuce, carrots and spinach. Valuable information could be provided to would-be entrepreneurs who wish to engage in the food business. People who find this study a potential business could use the information contained in this study. In this study, entrepreneurs could find new ways of making juices using vegetables with high nutrient contents.

Scope and Limitation of the Study The business will be engaged in the production and selling of vegetable juices made from lettuce, carrots and spinach. The actual business launching will commence on March 2010. The products will be initially distributed to target consumers in selected

upland areas of Cavite, namely: Dasmarinas, Bacoor, Trece Martires City, GMA and Imus. Once the market is established, the products will be marketed to vendors in other areas of Cavite.

Chapter II

EXECUTIVE SUMMARY

2.1. HIGHLIGHTS

2.1.1. PROJECT BACKGROUND

Name of Proposed Project: Nature of Business: Trio) Type of Business Organization: Location of Project: Proponents:

3V Enterprises Manufacturing of Vegetable Juice (Vege

Sole Proprietorship Brgy. Fatima, Dasmarinas, Cavite Joanna Karizz M. Ambita Carille Mae Sumagui Jennelyn Dinglasan Mary Joyce Rolle Jay Ffer Alegre

2.1.2. ORGANIZATION AND MANAGEMENT FEASIBILITY SUMMARY The organizational structure that will be adopted will reflect the different responsibilities and obligations of each personnel. 3V Enterprises will adopt different principles which will serve as part of management policies and regulations.

2.1.3. MARKETING FEASIBILITY SUMMARY The target market of the proposed project will be the prospective consumers in Dasmarinas, Cavite because it is the most populated town in Cavite. It will also target the

neighboring towns such as Imus, Bacoor, Trece Martirez, and GMA. The proposed business will adopt direct marketing channel or zero level channel in distributing the products and also utilize the use of middlemen, if necessary. To catch market, the products will be promoted using advertising tools such as leaflets and tarpaulins. Giving of samples will also be implemented. Cost-based pricing strategy and mark-ups will be used to determine the price of the product.

2.1.4. PRODUCTION/TECHNICAL FEASIBILITY SUMMARY 3V Enterprises will utilize the best processes of making juice based on the standard processes adopted by leading manufacturers of juices in the Philippines. Choosing the best suppliers of vegetables, as their raw materials, and being efficient and effective in producing the products will also be practiced. The manufacturing site of 3V Enterprises will be at Brgy. Fatima, Dasmarias, Cavite. This was chosen because of its low rental fee and accessibility to prospective market.

2.1.5. FINANCING AND FINANCIAL FEASIBILITY SUMMARY The proposed business will initially start its operation with a minimum capital of Php2,224, 666.10 that can be recovered within three years.

2.1.6. SOCIO ECONOMIC FEASIBILITY SUMMARY Every business endeavors require a lot of considerations, not only its ultimate goal which is to gain profit but also its moral obligations and social responsibility. The

business owner must always bear in mind these important aspects to be able to reach the top. The proposed business will help generate employment.

2.2. CONCLUSION TO FEASIBILITY The proponents concluded that establishing 3V Enterprises in Bgy. Fatima, Dasmarinas, Cavite, with Vege Trio as their product, is feasible because of the size of population, which will serve as their prospective market/buyers. The fact that the business can also cater to the needs of the prospective market in its neighboring towns, contribute to the viability of the business.

Chapter III

THE PROJECT BACKGROUND

3.1 Project Proposition

3.1.1. Project Proponents The business proponents will be composed of five marketing management students, namely: Joanna Karizz M. Ambita, Carillle Mae Sumagui, Jay Efer V. Alegre, Jennelyn Dinglasan and Joyce Rolle. Table 1 shows the of the proponents, their nationality and addresses.

Table 1. The proponents, 3V Enterprises NAME NATIONALITY ADDRESS

Joanna Karizz M. Ambita Carille Mae Sumagui Jay Ffer V. Alegre Jennelyn Dinglasan Joyce Rolle

Filipino Filipino Filipino Filipino Filipino

Silang, Cavite Amadeo, Cavite Tagaytay City, Cavite Mendez, Cavite Imus, Cavite

3.1.2. Registration and Acquisition of Licenses The business will make use of the basic requirements of any business enterprise before the start of the operation. First, the proponents will seek approval from Bgy. Fatima Dasmarinas, Cavite. Second, to secure Tax Identification Number (TIN) from the

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Bureau of Internal Revenue (BIR) District Office in Dasmarinas, Cavite, then the registration with the Department of Trade and Industry (DTI) for Business Name Certificate will be followed. The application for business permit and license from Dasmarinas, Cavite will be followed immediately and get sector specific clearance from the Bureau of Food and Drugs (BFAD). The proponents will then register with the Bureau of internal Revenue (BIR) District Office for Authority to Print Invoice and Book of Journal. Registration of the business with the following offices for compliance and to foster good employer-employee relationships, incentives and benefits, and social responsibility, and environment responsibilities: Social Security System (SSS); Department of Labor and Employment (DOLE); Philhealth; PAG-IBIG; Department of Environment and Natural Resources (DENR) will also be done.

3.1.3. Sources of Capital The financing scheme of the proposed business will be based on the amount that the owners will invest. Joanna Karizz M. Ambita will invest Php2,224,666 which will come from her own savings.

3.2 Proposed name of the Business Business name is one of the most essential parts of every business. The major attraction of every business lies on its name as it will bring the consumers enough recall and identification. Choosing a business name surely requires a comprehensive analysis to be able to come up with a precise one. When choosing a business name, there are two things to consider; the business names marketing potential and its legal elements.

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The proposed name of the business is 3V Enterprises. The name was derived from three kinds of vegetables which will be used in producing vegetable juices, wherein 3 stands for lettuce, carrots and spinach, while V stands for vegetables. The word enterprise, of course, reflects that it is a business, that it involves business operations, and that its aim is to gain profit and to perform its moral obligations and responsibility. 3.3. TYPE OF BUSINESS ORGANIZAT ION

The business will be operated solely by Joanna Karizz M. Ambita, who will be the owner of the proposed business; hence, sole proprietorship will be the type of business organization of the proposed project. The advantages of this type of business organization are mainly the reasons of its existence. The main advantages of a sole proprietorship are that they are easy to start up, they are subject to fewer regulations relative to other types of businesses, the owner has full autonomy with regard to business decisions, and they are easy to discontinue. Another advantage is that one takes all the profits of the business. This is the main reason that most businesses are of this type. A sole proprietorship is not a corporation; it does not pay corporate taxes, but rather the person who organized the business pays self employment taxes on the profits made, making tax filing much simpler. A sole proprietorship also does not have to be concerned with double taxation, as a corporate entity would. A sole proprietor usually has a quick decision process and doesn't have any opposition when making a decision as he or she has total control of his business. All profits and losses accrue to the owner. The owner does not have the tension regarding conflicts among the partners as there are no partners. Also it's easy to set up, with having little paper work to fill in and little money spent on setting up, this is one of the easiest types of business to start.
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2.4 LOCATION OF THE BUSINESS The 3V Enterprises will be located at Brgy. Fatima, Dasmarias, Cavite. The location was chosen because of its accessibility. There will be no direct competitors wherein the project will be based. Even though there are convenience and sari-sari stores in the place, still the project will be the only one that will be engaged in the production and marketing of vegetable juices, wherein some of the stores will serve as their target market. At the same time, choosing the location is also due to the lower rental fee.

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CHAPTER 4

ORGANIZATION AND MANAGEMENT

4.1. Organizational Structure The company will adopt a Line and Staff Structure though line structure is suitable for most organizations, especially small ones, it is not effective for larger companies. This is where the line and staff organizational structure comes into play. Line and structure combines the line structure where information and approvals come from top to bottom, with staff departments for support and specialization. Line and staff organizational structures are more centralized. Managers of line and staff have authority over their subordinates, but staff managers have no authority over line managers and their subordinates. The decision making process becomes slower in this type of organizational structure because of the layers and guidelines that are typical to it and the formality involved.

Figure 1 shows the organizational structure of the proposed business.

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OWNER/MANAGER

FINANCE MANAGER

PROD'N/HR MANAGER

HUMAN RESOURCE MANAGER

MARKETING MANAGER

3 WORKERS

The proposed business will be managed by its owner and the other managerial functions will be divided according to expertise/specialization of its employees.

4.1.2. JOB DESCRIPTIONS, SPECIFICATIONS AND QUALIFICATIONS

The general manager will be Joanna Karizz M. Ambita, who will be at the same time the owner of the business. The qualifications and responsibilities will be as follows: Qualifications Preferably a degree in Business Management or equivalent level of experience.

Skills and Experience A minimum of 5 years business experience. Demonstrable record of success at a senior level within a general management role in a comparable organization, preferably including the management of conservation and technical staff.

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Wide commercial experience, preferably in the voluntary sector including finance, business management, human resources and IT. Proven IT competence in financial packages i.e. Sage Strong interpersonal skills, with the ability to manage and develop staff creating good team work. Ability to develop, implement, manage and monitor effective business and financial systems and procedures Experience and understanding of human resource practices, policies and procedures Previous experience of Health and Safety policies, procedures and practices

Personal Characteristics An enthusiastic leader with a demonstrative personality, conduct and credibility to set, maintain and exceed consistent high quality standards commensurate with organizational expectations. Sound analytical and computer skills An ability to communicate at all levels Target driven - with the ability to work to, and set, timely performance goals/targets and clear objectives A strategic thinker A motivational and supportive management style An excellent communicator An experienced networker An interest in, and empathy with, farming, the environment and conservation Strong individualist and decision maker with high determination to succeed
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Sense of humor
A current driving license

Duties and Responsibilities: o Manage and coordinate work of the process managers working under the GM. o Devise and plan company policies, and discus them with the top management for final approval. o Develops guidelines of operation for certain processes, which are directly under his authority. o Devise and set up an annual budget and fiscal plan, and present it before the board of directors. o Prepare elaborate reports of the functioning and all the company departments, and submit the reports to the top management for practice performance review. o Travel on a national and international level to visit potential clients and discuss business with them. o Play an important part in recruiting and training process managers under him. o Impart training to new practice managers regarding how to increase employee performance. o Discuss the plans and marketing strategies with sales managers to increase the company profits. o Make sure that all departments and practices are working as anticipated by the company's annual plan. o Determine staffing requirements, and interview, hire and train new employees, or oversee those personnel processes.

The finance manager will be Carille Sumagui. The qualifications and responsibilities will be as follows: Qualifications: o Bachelor's degree in business related courses + 2 years experience in business or closely related field. o Degree holder or professional accountancy qualification and CPA o Minimum 5 years commercial experience o 2 years of external audit experience o Good communication skill o High degree of integrity and initiative o At least two years of related experience in managerial position
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o Cost control/reduction/management background. o Ability to calculate figures and amounts such as discounts, interest, proportions, percentages, area, circumference, and volume. Ability to apply financial ratios and calculation in order to make assessments and projections. Duties and Responsibilities:
o o o o o o o o o o o

Full spectrum of financial functions including closing and review of monthly accounts External relations - bankers, auditors Internal relations - team members, restaurant managers & head office staff Statutory accounts & audit compliance Supervision of direct reports Hands on in operation and strong in business acumen Internal Control compliance and improvement including documentation of SOP Cash flow management Preparation of budget and operations review Full spectrum of human resource and administration function Other duties and ad-hoc project assignment

The Marketing Manager will be Joyce Rolle. The qualifications and responsibilities will be as follows: Qualifications: o 5 years of progressively more responsible positions in marketing, preferably in a similar industry in two different firms. o Experience supervising and managing a professional staff. o Bachelors Degree in Marketing or a related field required. o Strong effective communicator. o Highly developed, demonstrated teamwork skills. o Ability to coordinate the efforts of a large team of diverse creative employees. o Demonstrated ability to increase productivity and continuously improve methods, approaches, and departmental contribution. o Commitment to continuous learning. o Expert in Internet and social media strategy with a demonstrated track record. o Demonstrated effectiveness in holding conversations with customers, customer evangelism, and customer-focused product development and outreach.

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o Demonstrated ability to see the big picture and provide useful advice and input across the company. o Ability to lead in an environment of constant change. o Experience working in a flexible, employee empowering work environment. Structured or large company experience will not work here. o Familiarity and skill with the tools of the trade in marketing including PR, written communication, website development, market research, product packaging, Microsoft software suite of products, visual communication software products, and creative services. o Experience managing external PR and communication consulting firms and contractors. o Experience in the global marketplace is a plus. Duties and Responsibilities: o Research and evaluate new product opportunities, demand for potential products, and customer needs and insights. o Develop overall marketing strategy and execution of plans for the existing products. o Work with product development teams to manage new product development. o Manage launch campaigns for new products. o Manage distribution channels for products. o Ensure effective, branded marketing communications including the company website, print communication, and advertising. o Manage media and marketing staff and external PR agencies. o Analyze the effectiveness of all marketing efforts. The production manager will be Jennelyn Dinglasan. The qualifications and responsibilities will be as follows: Qualifications: o Bachelor's degree in business/marketing related courses + 2 years experience in business or closely related field. o o o o o o o o At least two years of related experience in managerial position Motivator with excellent leadership / team building skills Excellent communicator Excellent organizational skills System optimization skills with good strategic business awareness Able to drive change Problem solving skills and positive "can do" attitude Good ICT skills

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Duties and Responsibilities: o o o o o o o o o o o o o o o oversee the production process, drawing up a production schedule; ensure that the production is cost effective; make sure that products are produced on time and are of good quality; work out the human and material resources needed; draft a timescale for the job; estimate costs and setting the quality standards; monitor the production processes and adjusting schedules as needed; be responsible for the selection and maintenance of equipment; monitor product standards and implementing quality-control programs; liaise among different departments, e.g. suppliers, managers; work with managers to implement the company's policies and goals; ensure that health and safety guidelines are followed; supervise and motivate a team of workers; review the performance of subordinates; identify training needs.

Jay Ffer Alegre will be the Human Resource Manager, whose qualifications and responsibilities will be as follows: Qualifications: o o o o o o Bachelors Degree in a HR or a related field at least six years direct experience including supervision. Experience with HR start-ups Experience with Compensation Development and Implementation Experience with Performance Management Tools Proficiency in all Microsoft Office application is desired.

Duties and Responsibilities: o Selects and assigns staff, ensuring equal employment opportunity in hiring and promotion. o Coordinates activities by scheduling work assignments, setting priorities, and directing the work of subordinate employees. o Evaluates and verifies employee performance through the review of completed work assignments and work techniques. o Identifies staff development and training needs and ensures that training is obtained. o Ensures proper labor relations and conditions of employment are maintained. o Maintains records, prepares reports, and composes correspondence relative to the work.
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o Completes necessary performance assessments of subordinate staff. o Supervises and participates in such activities as the classification of positions, preparation of class specifications, job analyses, and preparation of examinations, evaluation of applicants, research, test validation, compensation studies, labor relations, recruitment, and manpower forecasting. o Directs the development or selection of training materials such as training handbooks, demonstration models, multimedia visual aids, reference works, etc. It is assumed that the business will hire additional two (2) workers every two years to sustain the production capacity and to provide the demand of its market.

4.2. MANAGEMENT PROPOSAL 4.2.1 Vision

People: Be an enormous place to work where employees will be inspired and be at their best.

Partners: Foster a winning network among customers and suppliers. Community: Be a responsible citizen and promotes social responsibility and moral obligations.

Profit: Maximize long-term return while being mindful of our overall duties and obligations.

Productivity: Be a fast-moving organization.

4.2.2. Mission Our Roadmap starts with our mission, which is lasting. It declares our purpose as a company and serves as customary.

To make people satisfied and healthy through our products...

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To create value and make difference.

4.3. COMPANY POLICIES The management of the proposed business shall be under the provisions of the owner being the general manager also. However, different principles will be applied which will also serve as the business policies. These will be as follows: o Division of work. Specialization increases output by making employees more efficient. o Authority. Managers must be able to give orders. Authority gives them this right. Note that responsibility arises wherever authority is exercised. o Discipline. Employees must obey and respect the rules that govern the organization. Good discipline is the result of effective leadership, a clear understanding between management and workers regarding the organization's rules, and the judicious use of penalties for infractions of the rules. o Unity of command. Every employee should receive orders from only one superior. o Unity of direction. Each group of organizational activities that have the same objective should be directed by one manager using one plan. o Centralization. Centralization refers to the degree to which subordinates are involved in decision making. Whether decision making is centralized (to management) or decentralized (to subordinates) is a question of proper proportion. The task is to find the optimum degree of centralization for each situation. o Scalar chain. The line of authority from top management to the lowest ranks represents the scalar chain. Communications should follow this chain. However, if following the chain creates delays, crosscommunications can be allowed if agreed to by all parties and superiors are kept informed. o Order. People and materials should be in the right place at the right time. o Equity. Managers should be kind and fair to their subordinates. o Stability of tenure of personnel. High employee turnover is inefficient. Management should provide orderly personnel planning and ensure that replacements are available to fill vacancies. o Initiative. Employees who are allowed to originate and carry out plans will exert high levels of effort. o Esprit de corps or synergy. Promoting team spirit will build harmony and unity within the organization.

Policies are important in any business enterprise which will serve as guide and basis to effectively operate the company. This will also serve as

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communication tools to let the employees know about the rules and regulations of the company. 4.3.1. Policies on Hiring The proposed business will recruit and employ workers on the basis of their qualifications and all applicants must submit completely all the requirements such as Police Clearance, NBI Clearance, and copy of Birth Certificate, high School / College Diploma /and Medical Certificates.

4.3.2. Policies on Health The management of the 3V Enterprise will be responsible for the financial and medical needs of the employees in case they get sick. Regular employees are automatically entitled to Phil Health. 4.3.3. Security Measures The location of the business 3V is safe to every customer and also to the employees but it is required to hired guard in order to maintain the safety of customers and employees and they are in charge in monitoring all the people entering the store.

4.3.4. Policies Hours and Days of Work The store business hours are from 8:00 AM to 5:00 PM Monday to Saturday. Employees are inclusive of one hour for lunch period and eight (8) working hours.

4.3.5. Work Schedule All employees will work eight (8) hours a day and six (6) days a week. Starting 7:00 AM to 4:00 PM. Employees will be provided one hour break for lunch and 15- minutes coffee break in the morning and afternoon.
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4.3.6. Overtime Work Overtime work shall be allowed if needed. Employees who rendered overtime shall receive overtime pay.

4.3.7. OTHER BENEFITS

4.3.7.1. Medical Benefits Medical Assistance will be implemented and can be enjoyed by all employees.

4.3.7.2. Recreational Activities These include activities such as sports activities, exercise activities, Christmas party. These are for the employees benefits to develop their self confidence, loyalty and cooperation to everyone and also to boost their morale. 4.3.7.3. Seminars/ Trainings Seminars will be conducted for the employees to understand the relevance of workers contribution to the organization. Trainings will also help them learn new skills and become a valued asset in the organization. 4.3.7.4 Incentives/ Giveaway

Employees are entitled to incentives/giveaways as motivation. plans. Health Life Insurance, Life Insurance, Disability Insurance,

Health care Benefits, including SSS, Phil health, retirement

Vacation employees, Stock ownership plans.

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CHAPTER 5

MARKETING FEASIBILITY

Marketing is very crucial in every businesses, it makes the business profitable. Through this, there will be more customers that may encourage visiting the business, not only to buy and patronize the products but also to invest and be part of the business 3V Enterprises will use different marketing strategies from product development stage, pricing, promoting and distributing the products. Highlights of the promotional strategies will include word of mouth, referrals, some traditional advertisements such as flyers, brochures and tarpaulins, and E Media such as webpage/site.

5.1 MARKET DESCRIPTION Dasmarias, Cavite is known as the melting pot of Cavite. It is the 11th largest city in the Philippines and has 559,330 size of population. The municipality is also known as one of the fastest growing municipalities in the province of Cavite and has numerous commercial establishments. Hence, establishing a business enterprise in this area is viable and has a large tendency to be profitable.

Final Consumers

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The potential target markets for vegetable juices are the final consumers located in Dasmarinas, Imus, Bacoor, Trece Martirez, and GMA. However, middlemen will also act as distributors of product to reach the end users. The end-users of the products are fond of drinking instant juices, usually belonging to low and middle income families. Specifically, the target consumers are those who prefer their juices without artificial flavorings. A number of benefits will be gained by the customers and end-users. The affordability of the product when compared to other juices in the market is the one of the strategies to enter the industry. The special characteristic/feature of the product which is to prevent hair loss is one of the major attractions in the product. This will bring more profit to customers and savings for the end-users. The most important benefit of the product is the health benefit that could be attained by its end-users since vegetable juice nutritious. End-users who are health-conscious and who have health problems relating to hair loss, and the vegetarians, and the overweight people which limit or prevent them from drinking soft drinks will have a healthy alternative to other juices in the market. The proposed business will be located at Dasmarias, Cavite. That after conducting survey, the business found out that 79% of the total population suffers from hair loss, in which 45% are male and 34% are female. That from ages 18-60, people here are looking for medicines that will prevent them from hair loss.

Business-to-business Market The proposed business, 3V Enterprises belongs to the food processing industry. The initial targeted geographical areas for the proposed business include

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Dasmarinas,

Imus,

Bacoor,

Trece

Martires,

and

GMA.

The

middlemen/vendors/retailers of juices are the target market for vegetable juices.

5.2. DEMAND The target areas, being highly populated and consisting not only of residential but also commercial areas with schools/universities, major government offices, private establishments, malls and factories among others, the demand for the product is expected to be high. Total demand per year is pegged at 1,634,538 bottles per year of Vege Trio; this is equivalent to about 4 percent of the estimated market share which is about 65,381.52 bottles/year. When converted to daily production rate, the maximum production per day will be 272.42 bottles per day.

5.3. SUPPLY The raw materials needed by the business will be bought at Dasmarinas Market located at . The market was open every Public

. The ingredients that will be used are carrots, spinach and lettuce. On days when the market is closed, the proponents will purchase their raw materials in Tagaytay City.

5.4. DEMAND-SUPPLY ANALYSIS

Target Area

Pop. Of Market Vendors

Ave. Products Sold/Yr

Demand for Products per day (.05% of Pop.) 2,781.65

Demand for Products per year (.05% of Pop.) 667,596.00

Total Demand per Year 601,308.00

Dasmarina s

78

66288

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GMA Imus Bacoor Trece Total

40 66 70 28

5136 22320 40416 4272 138432

683.07 1,265.79 2,205.99 450.89 7,387.38

163,935.60 303,789.60 529,436.40 108,212.40 1,772,970.00

158,799.60 281,469.60 489,020.40 103,940.40 1,634,538.0 0

The estimated market share for 3V Enterprise can be calculated as follows: Total Demand per Year Estimated share
bottles/year

= =

1,634,538 bottles per year 4% which is equivalent for 65,381.52

When converted to daily production rate, the maximum production per day will be 272.42 bottles per day

5.5. General Marketing Practices


The marketing mix is the set of marketing tools that 3V Enterprises will use to pursue its marketing objectives in the target market. 3V Enterprises will use different

advertising tools during its opening day to attract prospective consumers. 5.5.1Product Vegetable juice will be offered to target customers in bottles. The vegetable juice will be packaged in bottles with sealed cover. The packaging will have an attractive sticker label which contains the logo of the company, campaign slogan, nutritional content, and other product features.

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Despite the rapid success of beverages throughout the world, it had been condemned because of the serious nutritional and cultural questions regarding the material used to produce juices. This will bring an added value to vegetable juice because, as a vegetable, the product will be a healthy substitute to soft drinks plus the fact that it will be offered at a much lower price than soft drinks. 5.5.2. Place The product will be initially distributed to end users and market vendors in Dasmarinas, Imus, Bacoor, Trece Martirez, and GMA. Upland Cavite will be the recipient of greater bulk of the product. As the location of the business is situated geographically near the target market, the finished products can be easily transported to the neighboring areas. 5.5.3. Promotion A critical marketing mix tool is promotion. This includes the various activities the company undertakes to make the product attractive, hence stimulate the interest of the consumers, and persuade them to buy the products. 5.5.3.1. Advertising The proposed business will be adopting different promotional techniques to attract prospective buyers. One of these techniques will be word-of-mouth, which is considered as effective yet cheapest tool of
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promotion. There will be no costs incurred in this type of promotion, only the consumers must have positive feedback on the products.

The proposed business will also be utilizing flyers, brochures and tarpaulins as part of their promotional tools. Flyers are inexpensive to produce and are regarded as a very effective form of direct marketing. Their widespread use intensified with the spread of desktop publishing systems. Recently, fly posting (pasting flyers to walls) has been banned in many places, causing concern among media activists and ordinary citizens. However, citizens concerned with the appearance of urban neighborhoods support the ban. In this case, flyers will be given away personally by the proponents of the business to prospective buyers. The brochure (also referred to as a pamphlet) that will be used by the proposed business is a type of leaflet. These will be placed at places that prospective buyers frequently visit, or other points of interest of target market. The brochure style that will be used will be the bi-fold (a single sheet printed on both sides and folded into halves) single sheet brochures. Tarpaulins will also be used, since this may gain attention of prospective buyers.

5.6. PROPOSED MARKETING PROGRAM

3V Enterprises will be known through the different strategies that the business will use. Different promotional techniques will highlight the marketing programs. The business assumed that after two years they will participate in some business displays and will use newspaper and other journals to promote the products and the company as well.

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Product Uniqueness

3V Enterprises will be the first business enterprise in the Philippines that will produce vegetable juice. In general, vegetable juices are recommended as supplements to whole vegetables, rather than as a replacement. However, the actual nutritional value of juices versus whole vegetables is still contested. Studies showed that 3/4 cup of 100% vegetable juice is equivalent to one serving of vegetables. This is upheld by a recent study, which found that juices provide the same health benefits as whole vegetables in terms of reducing risks of cardiovascular disease and cancer. Another study has found that drinking vegetable juice reduces risks of Alzheimer's disease by 76%.

Many popular vegetable juices, particularly lettuce, carrots and spinach, are high in sodium, and therefore consumption of them for health must be carefully considered. The marketing slogan of

conveys the social responsibility of the company to its consumers and distributors and a move to build the companys general image to the community. This message will be consistently communicated in the products packaging and promotional materials that will be utilized by the company.

Pricing In setting the price of the product, the proponents will adopt the cost-based pricing strategy, wherein all the costs incurred in producing the products will be

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considered. The production cost of the product will be computed based on the initial cost of the product and the packaging cost. The production cost per unit will be PhP18.00. Mark-up cost of the products will be determined after production cost has been computed therefore, proposed price of the products will be PhP27.00 with a markup of 50%. The proponents will also use the competitor-based pricing strategy, wherein the proponents will consider the prices of the competitors. This was the reason why the selling price of the product is much lower considering the mark-up of 50%.

5.6.1. CHANNELS OF DISTRIBUTION

Manufacturer

Retailer

Final Consumer

The proposed business will use two different types of channel of distribution to reach the final consumers or end-users. The distribution of products will be from manufacturer to

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retailer to final consumer (one-level channel) and manufacturer to final consumer (zerolevel channel). The proposed business will buy a second hand L300 that will be used in delivering the juices to its client in other places.

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CHAPTER 6 PRODUCTION FEASIBILITY SUMMARY

6.1 PRODUCT Although the actual nutritional benefits of vegetable juice are contested, a recent study found that drinking vegetable juice daily significantly increased drinkers' chances of meeting the daily recommended number of vegetable servings. Having an easy source of vegetables encouraged drinkers to incorporate more vegetables into their diets. However, nutrition contents of the product are shown below:

Nutrition Data

Table ____ shows the product features/characteristics.


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PRODUCT Vegi Trio

CHARACTERISTICS Size: 235 ml Color: orange Appearance:

6.2 PRODUCTION PROCESS


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Figure : Production Process of VegeTrio Juice

Preparation of Raw Materials Weighing of Vegetables Washing Extracting Straining


Include Preservatives

Peeling of Carrots

Mixing Heating Cooling Filling Bottling Capping Packaging Labeling

Quality Control

Putting of Expiration Date

Weighing of vegetables
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Washing of vegetables that includes the peeling of the carrots Extracting of vegetables using their own extractors Straining of each vegetables Mixing of extracted juices including the adding of water, sugar, sodium bensuate and xantham gum as the preservative Heating of mixed juice for the chemicals to combine with the juice Transferring of juice into cold place The juice will be put into Filling machine Bottling Capping which includes the Quality control of the product Packaging Labeling

6.3 MATERIAL HANDLING DESIGN Material handling design is the art and science of moving, packing and storing of substances in any form. It is the art and science of conveying, elevating, positioning, transporting, packaging and storing of materials. Materials handling creates time and place utility. It is responsible for the movement and storage of material at the lowest possible cost through the use of proper methods and equipments. It also saves money, time and place. In effect, materials handling is important to manufacturing operations. For Vege Trio, the materials manufactured will be unloaded, moved through inspections and production operations to stores and finally to the shipping department. These movements do not add value to the product but they do add value

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to the cost. The material handling system of the project matches the plant layout to enhance effectiveness of each other. The efficient operation of appropriate material handling methods adopted by the proponents for this project aimed to reduce costs and enable maximum capabilities to be derived from a given production facility.

6.4. TECHNOLOGICAL ASSISTANT The proposed business will employ a Nutritionist and a Chemist. The nutritionist will handle raw materials selection and procurement. She will also make sure that the product has the necessary nutrients prescribed for bottled juices, as required by the Food and Drug Administration. An on-call Chemist will also be employed to make sure that the formulation of the juice will remain as it is all throughout production. He will likewise be the one in charge of determining and formulating the raw materials to extend the shelf-life of the product. 6.5. PROJECT SITE The manufacturing site of 3V Enterprises will be at Brgy. Fatima, Dasmarias, Cavite. This was chosen because of the low rental fee and accessibility to prospective markets.

6.6. PROJECT LAYOUT

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6.7. PLANT SIZE AND PRODUCTION SCHEDULE The manufacturing plant measuring 500 square meters consists of two floors; the first floor is allotted for production will house the following: washing area, spinach, carrots and lettuce storage area, calamansi storage area, refrigerator, maintenance room, locker room, receiving area, lobby, showroom, chemical storage room, bottle storage room, finished product storage room, weighing area, generator room, cooking area, mixing area, centrifuge area, labeling area, capping area, bottling area, cooling area and pumping/filling area, ; the second floor will house the managerial and administrative offices, namely: manager office and conference room. Production schedule will be six (6) days a week at eight (8) hours a day.

6.8. BUILDING AND FACILITIES The building is made of concrete consisting of two floors. The first floor houses the production facilities and the second floor, administrative office and storage room. The top floor is made of concrete roofing where the water tank and air-conditioning unit are installed. The front and sides of the building is allotted for parking space. Administrative offices at the second floor are fully air-conditioned while the first floor has centralized air-conditioning system.

6.9. FLOOR PLAN

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The main entrance is located at the right side of the building. Upon entering the building, the lobby is located at the right while the show room is at the left side. The main area is consisting of cooking area which is adjacent to the cooling area; the mixing area adjacent to the filling area, and the centrifuge area across the bottling area. The rest of the facilities are located at the sides of the building, these include: on the left side, the finished product storage room, bottling area and chemical storage room; on the right side, the spinach, carrots and lettuce storage area, washing area, , calamansi storage area, maintenance room, and refrigerator. On the opposite sides of the main entrance, generator room, weighing area, and fire exit is located.

6.10 MACHINERIES & EQUIPMENTS 6.10.1. Machines

1.

Weighing Machine

2. Vegetables Washing Machine 3. Vegetables Extractors 4. Centrifuge 5. Tumbler (Mixer) 6. Pumping Machine 7. Filling Machine 8. Compressor 9. Capping Machine 10. Expiration date Machine 11. Storage Tank 12. Reverse Osmosis 6.10.2. Equipment 1. Fire Extinguisher 2. Exhaust Fan
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3. Casserole 4. GAs Stove 5. Gas Tank (LPG) 6. Generator 7. Pail 8. Strainer 9. Measuring Bowl 10. Refrigerator 11. Push Cart 12. Knife 13. Vegetable Basket 14. Jars
15.

Funnel

6.10.3. Machines Description Vegetable washing machine the machine is suitable for use in all kinds of vegetable and fruits. There are the traits of large and effective cubage for washing, high efficiency, saving water, continuous washing, simple operation, long using life. The materials of the brush roller which have been processed with specials techniques may be used for a long time and their wear proof capability is very good. Its model is SHE-U131, which adopts full-automatic computer LCD-panel controlling system with most updated ozone technologies possessing more multi functional programs. This model is special to connect with the water-faucet to automatically pouring-in and drawing out water, having turbo water spraying and no need extra materials to wash vegetables. Centrifuge machine . this machine consists essentially of a compartment spun about a central axis to separate contained materials of different specific gravities or to

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separate colloidal particles suspended in a liquid. It is also a machine in which solid or liquid of different densities are separated by rotating them in a tube in a horizontal circle. The denser particles tend to move along the length of the tube to a greater radius of rotation, displacing the lighter particles to the other end. Capping machine the machine that secure most cap types into a wide assortment of bottles type. The capping machine utilizes the latest technologies to achieve the highest speeds and most accurately capped bottles on the market. Capping machinery is available from a single head hand held chuck capper for low speed capping all the way up to a high speed 30 head rotary chuck capping system.

6.11 UTILITIES The life of the business will also depend on the supply of water and electricity. The proponents will make sure that the business will be installed with the required utilities. The proposed business will have electric power from Meralco while LWWUA will be the one responsible for the installation of water supply.

6.12 RAW MATERIALS REQUIREMENT The 3V Enterprises will get their supplies of vegetables from Divisoria and the Bagsakan Centers of the Department of Agriculture. These were chosen because the prices are sure to be low compared to other outlets; likewise, the vegetables are also expected to be fresh. All the chemicals to be used will be provided by Rudolph Lietz Incorporation, a well known local supplier located at Edison Ave. KM. 14 SLEX Paraaque City. Table ____. List of Suppliers of Raw Material
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MATERIAL Bottles Additives

SUPPLIER Dasmarias Spinach Farm Rudolf Lietz

ADDRESS E. Aguinaldo Highway, Dasmarias Cavite

Quezon City

6.13 MANPOWER REQUIREMENT The proposed project will be operated as a sole proprietorship wherein the five students/entrepreneurs will share the different duties and responsibilities in the management of the business. Ms. Joanna Karizz Ambita will act as Owner/Manager of the business. She will be responsible in managing and supervising the day to day operations of the business. Likewise, she will be also responsible in implementing policies to improve the operations. Ms. Jennelyn Dinglasan will act as the Production Manager of the enterprise. She will be responsible in implementing the production activities and monitoring the availability of materials and ingredients needed. She will also responsible in purchasing the needed raw materials and ingredients. Ms. Carille Sumagui will act as Finance Manager of the enterprise. She will handle the recording the financial transactions of the project and releasing the necessary funds and in monitoring the financial performance of the enterprise. Ms. Joyce Rolle will act as the Marketing manager of the enterprise. She will be responsible in the formulation and implementation of strategies to generate sales. Mr. Jay Ffer Alegre will act as Administration Manager of the enterprise. He will be responsible in administrative and clerical duties necessary to run the business
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efficiently. He will serve as information and communication managers for an office; plan and schedule meetings and appointments; organize and maintain paper and electronic files; manage projects; conduct research; and disseminate information by using the telephone, mail services, Web sites, and e-mail. He will also be responsible in handling travel and guest arrangements.

6.14. WASTE DISPOSAL The vegetable that will undergo extraction will be disposed of properly, wrapped on trash bags and delivered to the nearest dumpsite. Other garbage can also be given to vegetable and animal farms located at Dasmarinas to fertilize their farms or as poultry/piggery feeds.

6.15 PRODUCTION COST

The production of the product will be on a daily basis. The needed raw materials such as carrots, lettuce and spinach will be purchase in Dasmarinas Public Market during market day. The proponents hire one nutritionist and one on-call chemist to supervise in the preparation of the product. The total cost of production will include the cost of raw materials and indirect materials. In the first year of the operation, the business incurred a total cost of PhP while PhP was incurred in the second year of operation. In the . It was observed that

third year, the business incurred a total of PhP

on the third, fourth and fifth year of operation, the cost of production increased due to

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6.16 SYSTEMS FORMS & DESIGN

Purchase order slip Original receipt Inventory form/sheet

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CHAPTER 9

SOCIO-ECONOMIC FEASIBILITY

9.1 Social Responsibility The project is considered as socially responsible as it aims not only to gain profit but to serve the whole society as well. Social responsibility means the improvement of the standard of living of the consumers and fulfills their satisfaction. The proposed business will be located at Barangay Fatima Dasmarinas Cavite. The said business will increase the rate of employment through providing job opportunities to those people who were unable to attain higher education. Having different suppliers of fresh and quality vegetables free from chemicals, which are ready for consumption by the consumers, is also an advantage and reflects the business advantage. Looking through the welfare of its employees, however, reflects the moral obligations of the business.

9.2. Increase Government Revenue

A registration is always required for a business to operate, wherein the government office would issue permits and licenses. Along this procedure, payment should be made before a business can start. The projects responsibility of paying taxes helps to support the needs of the public. It makes the economy to be more productive and to be progressive. In order for 3V Enterprises start its operation, the following government requirements must be secured:

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9.2.1 Registration with Mayor`s Permit and other Municipal Licenses 9.2.2 Registration within Bureau of Internal Revenue 9.2.3 Sanitary Permit from the Provincial Environment Department 9.2.4 Registration with DTI 9.2.5 Registration with BFAD 9.2.6 Consultation with DOST 9.2.7 Registration and Acquisition of Licenses

9.3. Other Beneficiaries

9.3.1. Unemployed (Generation of Employment)

3V Enterprises will generate employment that may help the government solve the problem on unemployment. Our project will set a fair compensation according to their duties. 9.3.2. Consumers It will satisfy the consumers needs. It will help the customers achieve a healthy body Customers are guaranteed with the good and nutritious quality of the product.

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CHAPTER X PROJECT IMPLEMENTATION AND TIMETABLE

10.1 GANTT CHART 2010 ACTIVITIES PLANNING 1. Establishing goals & objectives 2. Allocation of capital 3. Gathering of information 4. Preparation of project proposal 5. Promotion IMPLEMENTATION & CONTROL 1. Procurement of raw materials 2. Preparing the products 3. Delivery of the products 4. Creating solutions to problems encountered 5. Recording 6. Decision-making 7. Monitoring of the business 1 2 3 4 5 6 7 8 9 10 11 12

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10.2 PERT

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APPENDICES

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Machineries and Equipment

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57

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