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Culture Documents
Table 1
Target Market
Location
Age
Occupation
Experience
Primary
Those who are inside
the vicinity of Centris
Station, Quezon Ave.
Quezon City
16-50 years old
Students and
employees
Have tried Siomai
products
Secondary
Those who are outside
the vicinity of Centris
Station , Quezon Ave.
Quezon City
Above 50 years old
Non-professionals
Havent tried Siomai
products yet
Table 2
Demand and Supply Analysis
Total
Demand
(# of
Customers
Visiting
Centris
Station)
Supply (Total
average number
of purchases
from Siomai
Stalls in Centris
Station)
2015
2,382,720
211,450
6.4%
2016
2,430,668
190,442
15.4%
2017
2,440,305
179,890
17.6%
2018
2,609,422
163,113
21.1%
2019
2,632,010
155,201
24%
Year
number of
Stalls in the
Estimated
Target Market
Share
area
Table 3
Historical Data
Year
Demand
(Customers
visiting Centris
Station)
2010
1,834,244
Supply (Total
number of Siomai
Purchases being
produced by Stalls
in Centris Station)
139,331
2011
1,783,330
154,404
2012
1,810,045
170,899
2013
2,144,341
167,216
2014
2,270,075
189,983
Demand =108,958
Supply = 4,571
*The increase in the demand and supply is computed using the Arithmetic Straight Line
method.
The value of the supply and demand in the year 2012 and 2008 was
Logo
Company
owner
M&H Food
Corporation
Dimsum n
Dumplings
ON Group
Mini Stop
Direct
Competitor
s
Siomai
House
Master
Siomai
Shanghai
Siomai
Siomai
King
Logo
Siomai
Flavor(s)
Siomai,
Beef,
Shrimp,
Sharksfin
Pork,
Sharksfin,
Crab,
Mixed
Price
Php
Php
Php
Php
Php
Php
Php
Php
Php
28
33
33
28
38
49
49
49
29
Customer Review
3
4
4
4
4
4
4
4
4
Company
owner
Siomai
Flavor(s)
Price
Bernabest
Foods Inc.
Pork and
Shrimp
Php 28
Php
Php
Php
Php
Php
Php
28
28
28
30
30
30
Php 28
Php 28
Php 25
Php 25
Masterrific
Foods Inc.
Pork and
Shrimp
,Chicken,
tuna,
Beef,
Japanese,
Sharksfin
Shanghai
Shanghai
Siomai Inc.
Siomai
JC Franchsing Shanghai,
Inc.
Hongkong
,
Japanese
Pcs
Customer
Review
Good and
consistent taste
from branch to
branch
Soft, large and
very fulfilling
but not
complete
without chili
garlic
Quality at an
affordable price
Quantity over
quality,
average - good
taste quality
Our competitive edge is that we offer variety of unique flavors apart from
the typical ones which are being offered from the early years of the industry
up to nowadays. Since Siomai was originated from China as stuffed dough
Barriers to entry
The following shows the estimated possible market share of Juan Delisiomai
within two years. Sales are also expected to grow by up to 50% within its
next consecutive years. This will definitely takes a lot of time and marketing
effort to compete with the other well established brands.
Siomai House
Master Siomai
Other brands
Year of
operation
1st year
Estimated
day sales
100 orders of
Siomai and
90 orders of
Buko drinks
over 12
hours
Estimated
annual sales
100 x 340
=34,000
90 x 340 =
30,600
2nd year
115 Siomai
104Buko
Over 12
hours
115x 340
days =
39,100
104 x 340 =
35,360
3rdyear
132Siomai
120 Buko
132 x 340
days =
44,880
120x 340 =
40,800
4th year
Selling price
increases
152 Siomai
138Buko
over 12
hours
152 x 340=
51,680
138 x 340 =
46,920
Juan Delisiomai
Gross annual
income
34,000 x
30/each =
1,020,000
30,600 x
18/each
=550,800
(1,570,800)
39,100 x
30/each =
1,173,000pesos
35,360 x 18
=636,480
(1,809,480)
48,880 x
32/each
=1,346,400
pesos
40,800 x 18 =
734,400
(2,080,800)
51,680x
32/each
= 1,550,400
pesos
46,920 x
5th year
175 Siomai
159 Buko
175 x 340
days =
59,500
159x340 =
54,060
18/each
= 844,560
(2,394,960)
59,500 x
32/each =
1,785,000
54,060 x 18 =
973,080
(2,758,080)
Marketing strategy
Juan Delisiomai is in need of excellent playing tactics in order to endure
heavy competition in the market nowadays. Well established brands still
dominates while others remain inferior and unrecognized. This only explains
that what drives the market leader to lead lies on the efficiency of its
Marketing strategies.
Php 30
Php 30
Veggie Beef
Php 30
Fresh Buko
Php 15
Positioning
Juan
Delisiomai
Customer
Activity and
Mechanics
Give leaflets or
3.00 each
opening
flyers
(P3.00x100pcs)
Total Cost
300.00
Tarpaulin
8.00 each
(P8.00x100pcs)
800.00
4ft by 6ft
To be placed
600.00
First set of 50
customers
Opening Day
Advertisement on
Social Media
websites
(T-shirt
P100.00x25pcs)
2,500.00
750.00
(Fan P30 x
25pcs)
Next set of 50
customers
250.00
(Ballpen
P10.00x25pcs)
625.00
(Button
badge/pin button
P25x25pcs)
Total
Php 4,125.00
2nd year
Time
Activity and
Total Cost
2nd week of
January 2015
Mechanics
Total units
Advertise the
product by using
of leaflets and
flyers (100pcs)
( 100xPhp5.00)
500.00
4ft x 6ft
600.00
T-shirt P100x25
pcs
Fan P30x25 pcs
2500.00
750.00
Tarpaulin
Improvisation of
Advertisement in
Social Media
Websites
Juan Delisiomai 1st Give-a ways to
year Anniversary
random customer
within 1 week
Total
Php 4,850
Mechanics
2nd month of
2016
Advertise again
(
the product by
200xPhp5.00)
using of leaflets
and flyers 200pcs
Personal website
Juan Delisiomai
2nd year
Anniversary
T-shirt
Fans
Wrist bands
Tarpaulin
(Fees)
T-shirt
(P100x10pcs)
Ballpen P10.00
(10X10pcs)
Fan (P30.00
x10pcs)
4ft x 6ft
Total Cost
1000.00
2,000.00
1000.00
100.00
300.00
600.00
Total
Php 5,000.00
BANNER
Flyer
Wrist bands
PINS
Sales tactics
This involves day to day selling from 10am to 10pm. Payment is made only
in form of cash. There are major discounts for senior citizens and PWDs. The
generation of sales will depend on the effectiveness of strategic marketing
efforts. If perceived and appreciated, there will be several new customers to
serve.
Service and warranty policies
Once the food is served, the customers got the full responsibility of it.
If there will be issues and problems regarding the service or product, we are
ready to face, investigate and compromise with full understanding about the
situation.
Sales force
Our personnel are trained with proper orientation and knowledge about
excellent customer service. They are equipped with full communication
ability and being guided with principles of respect and honesty. They are
being given daily, monthly and quarterly quotas to reach. The compensation
package will depend on how well they perform their job.