Professional Documents
Culture Documents
(A Business Plan)
Telephone Number(s) :
E-mail Address :
Date Prepared :
I. Executive Summary
Industry : Dairy
Segments B and C.
and C
A. Project Description
1. Location
2. Product(s)
At the initial stage of its operation, the goat’s milk processing plant shall produce
plain and flavored fresh milk in varying sizes, milk bars of varying flavors – choco,
3. Competitive Advantage(s):
Goat’s milk, which is the main raw material of the products has the following
competitive advantages:
a. It is easier to digest because it is naturally homogenized and has lower lactose or milk
sugar.
c. Its nutrients like iron, calcium, magnesium and phosphorous are more easily digested
and used by the body making it a promising treatment of nutritional deficiencies like
d. Its fatty acids and triglycerides have moisturizing qualities while its high levels of
vitamin A improves complexion, fight acne and improve overall skin health.
B. Objectives
1. To produce safe and healthier dairy products for the Western Leyte Market.
technical, financial and organizational support from Heifer, International, National Dairy
Authority and Mag- Uugmad Foundation, makes it capable to embark on a venture like
milk processing. It has already a building and a complete milk processing line complete
with all the basic equipment and utensils as well as vehicles for incoming and outgoing
activities. It has also a set of officers who are dedicated and committed to work on
voluntary basis and processing workers who are skilled to do the job.
With the identified strengths, the association can take advantage of the increasing
demand for healthy products like goat’s milk products which are superior to cow’s and
subjecting it to nutritional and microbial analyses and to have them registered under the
Bureau of Food and Drugs to assure target market that the product is safe aside from
having superior nutrient content. It also needs to improve the product appearance and
the threats including Increasing number of competitors, competitors buying price for raw
milk is higher than that of ODGRA, the lack of forage area/limited availability of forage,
climate change which is a threat to the health and milking ability of the animals and
Strengths Weaknesses
1. Geographic Location
The elementary and high schools and public offices within Ormoc City are the
geographic market of the products during the initial years of its operation. The association
shall pursue market development and shall enter other geographic markets in Western
The fresh milk and milk bar products of ODGRA are expected to appeal to the pre-
schooler, elementary, high school and working adults segments. However, in terms of
income segments, the milk bar is expected to penetrate across income group because
of its affordable price. The fresh milk on the other hand is expected to cater only to the
The white cheese is also expected to penetrate only the teenagers and adults of
There are two other dairy cooperatives producing cogw’s and carabao’s milk in
the locality.
D. Demand Projection
Table 3 shows a portion of the annual demand per product that ODGRA projected
to be its market share considering the existence of two other dairy milk processors in the
area. These demand figures constitute only less than 50% of the total projected demand
per product
Product
Variable Fresh Milk Milk Bars White Cheese
Quantity 1-li. bottle – 888 bot 19,200 120,000 pcs
500-ml bottle – 1332
bot
330-ml bottle - 2220
bot
E. Marketing Mix
1. Product
The milk products of ODGRA include fresh milk, milk bars and white cheese. The fresh milk with name “Meelk O’
Fresh shall be offered plain and flavored and shall be available in the market in plastic bottles containing 330 ml., 500 ml.
and 1000 ml., The milk bars named Meelk O’ Bar shall be offered in 50, 100 and 150 grams while the white cheese named
Meelk O’ Cheese shall be available in 150 gram size. Other details about the associations milk products are described in
Product
Variable Fresh Milk Milk Bars White Cheese
Product name Meelk O’ Fresh Meelk O’ Bar Meelk O’ Cheese
Uses - As coffee creamer - snacks/refreshment - as sandwich spread
- As ingredients to various - as ingredients to various
bakery products food preparations
- Beverage
- Ingredients to cosmetic
products
Ingredients Raw goat’s milk, flavorings Raw goat’s milk, water, Raw goat’s milk, salt.
sugar, flavorings vinegar
Size/Weight 330 ml. , 500 ml. , 1000 ml. 50 grams, 100 grams, 150 100 mg per slice
grams
Packaging Plastic bottles Plastic packaging Plastic packaging
Product Position “Next to mother’s milk.” “Affordable and nutritious” “all-natural milk product”
2. Price
Table 5 shows the pricing considerations for ODGRA’s products. The price per
unit for each product type is based on the cost of production. The table also details the
terms and conditions for products that shall be sold on wholesale basis in identified market
outlets.
Product
Variable Fresh Milk Milk Bars White Cheese
Price per unit
Basis of pricing Cost of production Cost of production Cost of production
Mode of Retail – cash Retail – cash Retail – Cash
payment Wholesale – on account Wholesale – on Wholesale – on
account account
Terms and Weekly Weekly Weekly
conditions
3. Place
the proximity of the city to the processing plant and considering the fact that Ormoc is a
big city with many schools and offices where their milk products would have high demand
target market being found in these places. Pasalubong centers in terminals is also
considered as part of the products’ geographic market. Table 6 below details the
Product
Variable Fresh Milk Milk Bars White Cheese
Geographic Market Schools canteens school canteens Pasalubong centers
and public offices and offices within and offices within
within Ormoc City Ormoc City Ormoc City
Reasons for the Presence of buyers Buyers are Presence of buyers
choice and proximity to the concentrated in few and proximity to the
processing plant places only processing plant
Methods of Delivered Delivered Delivered
distribution
Percent distribution School canteen – School canteens – Pasalubong centers
50% 70% – 30%
Public Offices – Offices – Offices –
50% 30% 70%
Frequency of Weekly Offices –every Weekly
delivery other day
School canteens -
everyday
4. Promotion
The promotion tools that shall be used include printed materials such as tarpaulins
and flyers. Tarpaulins shall be put in visible areas in the processing plant and in all their
marketing outlets. Flyers shall also be distributed to help educate the target market about
The Ormoc Dairy Goat Raisers’ Association (ODGRA) is composed of about 1000
dairy goat farmers called partner families having a total goat population of 2,250. It is
registered under the Department of Labor and Employment and the Bureau of Internal
Revenue. The farmer families comprising ODGRA shall be organized into People’s
Organizations (POs), with one PO per barangay. There shall be around 15 POs in all,
each of which shall elect one officer to be the representative to the ODGRA General
Heifer International, a non-government organization, the National Dairy Authority and the
The ODGRA shall be the one to manage the Goat’s Milk Processing Enterprise as
shown in Figure 1. The general manager shall oversee both the processing and
marketing activities of the enterprise. Under the general manager shall be a Processing
Incharge, who shall directly supervise the processing activities, and a Marketing Incharge
The enterprise shall hire people to be assigned in the processing and marketing.
The rst of the positions in the organizational structure shall be occupied by the officers
Mag-Uugmad
Foundation, Inc.
Treasur er
General Manager
Bookkeeper
The table below shows the manpower requirements of the milk processing
enterprise of ODGRA. Some of them shall work in the processing on a voluntary basis
while some like the processing workers and marketing staff shall be hired.