I.
EXECUTIVE SUMMARY
These days, money is very hard to find and earn. There are a lot of small businesses that
are starting to boom, and we are hoping to be one of those. Coco Unlimited, is a partnership
managed by a batch of marketing students from the University of Antique as its incorporators.
Mr. X will be the General Manager who monitors business environment and overall
operations. Mr. J will be the Promotions Manager which will be in charge of creating
promotional strategies and Ms. S as the Finance Manager which will be overseeing the financial
status of the company. Mr. JT, the Production Manager, is in charge of overall manufacturing
operations and the quality of outputs. Ms. Ma. JS is the Purchasing Manager, in charge of
purchasing raw materials and equipment to use for production and Ms. R will be our Sales
Manager, monitors the sales flows and outcome. Mr. JE is the Production Supervisor, his
function is to assist the Production Manager in monitoring staff's performance in the area of
production and checking the quality of products made. Lastly, Ms. JJ and Mr. RE were assigned
as Public Relations Officer and Supply Chain Supervisor, respectively. They were tasks to create
a harmonious relationship between the company and our suppliers, distributors and
Coco Unlimited. Co. offers a good and quality service through providing nutritious
sweetened coconut strips that everyone would love and enjoy in every single bite they made,
and we believe that once you taste it, you will never forget it because we want you to s avor the
sweet taste of nature.
Business Mission
The company's mission is to provide an excellent service and quality native product to the
customers; to offer a healthy and naturally-made food product at affordable prices; and to
open new opportunities that will assist local economy and empowerment through uplifting
native products here in the province, the whole country and to the global market.
Business Goals
Company's Goals are the following:
To have 10,000 loyal customers within the first 5 years of operation
To have at least 2 distribution centers within the first 3 years of operation
To be a major producer of sweetened delicacy in the province within the first 3
years of operation
I. SITUATION ANALYSIS
Coco Unlimited is a starting business and we prepare this marketing plan for our
prospective investors. We may be beginners in the business arena, but our teamwork was
tested during our college days. We believe that through our incredible teamwork, we can make
this business a success.
2.1 MARKET SUMMARY
Coco Unlimited aims to offer our products in the Province of Antique as well as the
tourists and balikbayans visiting the province.
2.1.1 Market Demographics
Geographics
Our targeted area would be the whole province of Antique. It is situated in the
western section of the Visayas in Panay Island. It has a total land area of 2,729.17 km² or
1,053.74 mi². It is composed of 18 municipalities and 590 barangays. Its capital is the
Municipality of San Jose de Buenavista. It has boundaries in the 3 other provinces like Aklan,
Capiz and Iloilo. It faces the Sulu Sea in the west.
Demographics
Antique's population as determined by the 2015 Census was 582,012. This
represented 0.58% of the total population of the Philippines. Majority of the province's
population was dominated by male with 297,838 and females with 284,174. This covers the
61,992 for ages 0 to 4 years old and 520,020 from ages 5 years old and above. The marital
status of the population with ages 10 years old and up were single (212,041), married
(176,923), widowed (25,493), separated/ divorced (3,194), common-law/ live-in (38,417) and
rest with unknown status. The educational attainment of population for 5 years old and above
were elementary (gradum/undergrad is 199,522), high school (grad/undergrad is 178,010),
post-secondary (grad/undergrad is 13,888), college (undergrad is 38,153). The province also has
gainful workers with a total of 243,079.
Psychographics
Our business will target people who tend to favor quality and affordable price of
delicacies, someone who finds fulfillment after savouring satisfying sweets, a sweet food lover
but health conscious individual, a loner and who really likes to eat sweet foods when stressed
or depressed and someone who values native foods. This also includes people who like a
unique concept of Filipiana or traditional way of celebration which uses native foods and
"bukayo" as one of its desserts.
2.1.2 Market Environments
[Link] Socio-Cultural Environment
When it comes to food especially sweets, people tend to look for less-sugar
delicacies. These can be a dietician or a health-conscious individual that is being
careful of the food they take. These people should be worry-free as the sugar used
was raw and natural for it came from a healthy sugarcane.
[Link] Political-Legal Environment
Because coconut is our main ingredients and it takes years to grow a
coconut tree and become productive, the government imposes a law which is
Republic Act No. 8048 or "An act providing for the regulation of the cutting of
coconut trees, it's replenishment, providing penalties therefore and for other
purposes or known as the Coconut Preservation Act of 1995". Through this, we
would be able to maintain our product in the business market for an abundance in
materials to be used.
[Link] Economic Environment
The variation of prices in raw materials, the cost of transport services and wage
increase of staff might be a threat for our business because if these things will
increase, we might also increase our prices for our products. But there were points
that the increase in income might possibly be an opportunity for us because
customers could buy an extra number of items that we sell. Sometimes there is a
balance between these economic factors.
[Link] Natural (Ecological) Environment
Coconut is one of the main ingredients used in producing our product. It is not a
seasonally bear fruit. We could say that we have abundance in terms of raw
materials but what we are worrying about is the unexpected climate change. Fresh
raw materials should be used for a production of good quality "bukayo". Bad
weather situations can also be a threat in reducing our numbers of possible
customers and the possible delays in the delivery of our products.
[Link] Technological Environment
Technology is a much broader concept than many people today think it is. It is
the application of knowledge to the world that allows people to affect their
environment by controlling or changing it. Modern machines like mixers and
cookwares could help a lot in the faster production of our "bukayo" compared to the
traditional way of cooking. Through technology, we could find and connect easily to
our customers with the use of social media platforms and to transport our products
quickly. It is an opportunity for us to have new technologies invented.
2.2 SWOT ANALYSIS
The following SWOT Analysis captures the key strengths and weaknesses within the
company, and it describes the opportunity and threats facing Unltd. Co. These factors will assist
the business to improve its services and earn a justified profit.
STRENGTHS OPPORTUNITIES
Low production cost Local government support
Reasonable prices Availability of local labor
Easy manufacturing process Grow market steadily
Adequate availability of raw materials Promote new ideas and
Well-trained, knowledgeable, and friendly creativity
staff
WEAKNESSES THREATS
It can’t be preserved in a longer time for Unexpected coconut pests
freshly made product Climate change
Demand in seasonal dependent Economic crisis
Limited budget to develop brand Competition from within the
awareness coconut delicacies
Substitute products beverages
Entrance of new products
2.3 COMPETITION
Coco Unlimited. was known for its specialty- the Sweetened Coconut strips. And as a new start up
business, competition can be seen everywhere. This one may be able to bring threat, but others might turn
into great opportunities in contribution to mark and create a good performance for our business to stay
healthy in the market setting. One of our primary competitors was some local vendors who are selling
“kakanin” or merienda’s nearby our store location. These days, many are fun to eat meriendas in some stalls
or in streets. That's why it gives us an idea to create our booth to compete with these trends. In addition,
some franchise businesses like seven- eleven, different food bazaars, etc. that already bring home lots of
awards in the business field, and high end restaurants which offer many varieties of choices for all customers
they have were also considered as our competitors. As a start-up business, it was really a challenge for us to
create a good relationship in the market to make them as our loyal customers in the near future. But, with
the help of our different marketing strategies and tactics, our business can compete with a power in this part
to create a name in the world of business added also by the fact that our products were much more
affordable compared to others. It also brings lots of healthy benefits for every individual who was able to
taste our Sweetened Coconut Strips, which are made from healthy and nutritious ingredients that bring
satisfaction in every bite they
2.4 PRODUCT OFFERING
Coco Unlimited's "Bukayo'' is a Filipino made delicacies of sweetened meat strips of coconut. The
ingredients used were young coconut meat, sliced into strips or shreds, mixed with brown or white sugar to
enhance its taste. But Antiqueños uses the traditional "muscovado" sugar which is commonly found in the
municipality of Laua-an and some other places with sugarcane plantations and factories. Bukayo can also be
used as garnishing or filling to other desserts and bread. In some localities especially in poorer areas, these
serve as substitute food as viand or dish toppings in cooked rice. The product is not being served cold like
"buko'' salad but it is being put into the cook and served hot to feel the real goodness of the food.
Dryer versions of "bukayo" with a crumbly texture are also known as bocarillo or banding niyong in local
name. During the Spanish rule of the Philippines, it was known as conserva de coco (coconut preserve).
