Sustansyarap

Executive Summary

Problem Summary

As of Japan’s growing population, they are in need of food to satisfy their daily living.
They think of themselves as being more health-conscious particularly to their food
intake. There are also Filipinos that are craving for Filipino delicacies that do not exist in
Japan’s market.

Solution Summary

They take those problems as an opportunity to export their very own product and
introduce it in Japan’s market. This makes it easy for them because there are so many
Filipino stores located around Japan that are open for partnership that will enable their
product to be distributed and sold in the said market.

Market

Since they are manufacturing company, they only focus on business to business
transaction that’s why they targeted those Filipino stores to be their distributors and they
are located at the three major cities of Japan. The names of the stores are Asia Yaosho,
Anas Sari-Sari Store, Sarap Bussan, Tokyo Rose, Philippine Sari-Sari Store Kabayan,
Ate Store and New Nanay’s Store.

Competitions

Pickled goods are also known in Japan as “tsukemono” and their major competitor
brands in this product are Mori and Shinshin that producing several varieties of pickled
vegetables for years. And when it comes to ice cream their major competitor brand is
Haagen-dasz, Lotte, and 7andi that also offers varieties of flavors.

Why Us?

Sustansyarap Company owners are group of Business Administration Graduates that

aims to produce a world class products made out of bottle gourd. Their mission is to
provide a quality product around the globe and to become one of the well-known
producers of bottle gourd goods in the food industry.

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Maketing & Sales

Marketing Plan
Sustansyarap’s Pickled Bottle Gourd and Bottle Gourd Ice Cream will use social media
advertisement and active Facebook page that will inform people that their products will
be offered in specific stores in Japan. They will focus in this kind of advertisement
because they all know that almost everyone is using Facebook and it is an effective
form of advertisement.

Sales Plan
Mission and Background
Mission

Sustansyarap’s mission is to provide Filipino food made with high quality ingredients
that give satisfaction to the customers inside and outside of our country and to become
one of the well-known producers of bottle gourd goods in the food industry.

Vision

Sustansyarap’s vision is to become a market leader. Expanding their business

internationally and increase their brand value and awareness and to be a globally
competitive company when it comes to food industry.

Target market
It is important for Sustansyarap to define market segmentation to reduce risk in deciding
where, when and whom the product will be marketed and also to determine their target
market. Pickled Bottle Gourd (atsarang upo) and Bottle Gourd Ice Cream are food that
contains a lot of benefits for our health. Pickled Bottle Gourd is consumable by mostly
adults and elderly it depends on their wants. Sustansyarap choose to target the major
cities of Japan like Tokyo, Yokohama and Kyoto and followed by the other major cities.

There are some Filipino Stores such as- Asia Yaosho, Anas Sari Sari Store, Sarap
Bussan, Tokyo Rose, Philippine Sari Sari Store Kabayan, Ate Store and New Nanay’s
Store, this are the list of the stores that they can distribute their products. The
Population of these three major cities in Japan is consists of 14,473,000 total as of
2019. The reason why they choose to enter the Japanese market because they are
proud to represent their product that is made of vegetables that can satisfy their wants
and needs about the taste and benefits of foods that their looking for.

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Positioning
Consumers typically choose products and services that give them the greatest value. In
that sense Sustansyarap has decided to use more for less positioning strategy. It will
introduce better quality product at comparatively lower price for a given level of
performance. It likes to position as a testy and super saver for all family and individual
users.

Competition

Sustansyarap pickled goods are also known in japan as “tsukemono” and their major
competitor brands in this product are Mori and Shinshin that producing several varieties
of pickled vegetables for years. And when it comes in ice cream their major competitor
brand is haagen-dasz, Lotte, and 7andi that also offers varieties of flavors too. When it
comes on comparing their products with this other brands they do have a lot of
difference because they ensure that their product is purely made of vegetables that can
give the benefits that what does people of japan looking for because it is made up of
“tsukemono”.

Action Plan

Sustansyarap’s bottle gourd ice cream and pickled bottle gourd will carry out its
marketing strategy and achieve its objectives through a variety of scheduled programs.
At the beginning stage Sustansyarap plans to initiate a sales promotion to educate
dealers generate excitement for the product launch. As part of these promotions
Sustansyarap takes following initiatives:

1. Advertisement will posted through social media as part of product launch until an
image is built.
2. Sustansyarap will offer introductory price as part of our promotion.
3. Sustansyarap will participate with social activities or events to introduce our
products and to build trust and reputation with our customers.

Goals

 Gain 30% of the market shares in first year of business in that particular areas
 At least 50% of the investment must recover in first six months of the business
 Make long-term relationships and profitable with customers
 Provide healthy ice cream and pickled bottle gourd
 Make courteous, loyal, and sincere image in customer’s mind

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Operations (Bottle Gourd Ice Cream)

Location & Facilities

Figure 1. Sustansyarap’s Manufacturing Establishment

Figure 2. Office

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Figure 3. Facility

Our business is located at Sn. Fernando, Pampanga in front of old market.

Technology
Cloud services – It enable virtual sharing of data and services from any location
quickly and efficiently.

Nanotechnology – It is enabling things like faster computer processing, longer product

lifecycles and super-precision manufacturing, and pioneering advancements in sectors
such as space engineering and biotechnology

Advanced data analytics and predictive technologies – It enables better process

control, prevention of defects and quicker response times in manufacturing

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Equipment & Tools

Ice cream maker

A domestic ice cream maker is a machine used to make small quantities of ice cream
for personal consumption. Ice cream makers may prepare the mixture by employing the
hand-cranking method or by employing an electric motor.

Figure 4. Ice cream maker

Celcold CF59SG - 59.5" Ice Cream Display Freezer - 15.4 Cu. Ft.

This ice cream display freezer is a great way to show off your frozen novelties. It has a
large, flat sliding glass top, to give your customers a perfect view of your frozen goods.
You can use it for full-service or self-service, and it will give you 15.4 cubic feet of frozen
space. It is 59" wide.

Figure 5. Ice cream freezer

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Large blender

Figure 6. Large Mixer

Coconut presser

Figure 7. Coconut presser

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Peeler

A kitchen tool consisting of a slotted metal blade attached to a handle that is used to
remove the outer layer, informally dubbed the "skin", of certain vegetables and fruits.

Figure 8. Peeler

Geater

A kitchen tool which has a rough surface that you use for cutting food into very small
pieces.

Figure 9. Grater

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Liquid measuring cup

It is used in measuring liquids, fill the measuring cup with liquid and hold the cup at eye
level to check the amount.

Figure 10. Liquid measuring cup

Bowls

It is used for combining ingredient, etc. A good set of heat resistant mixing bowls is
always useful in the kitchen.

Figure 11. Bowls

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Measuring cups

Is a kitchen utensil used primarily to measure the volume of liquid or bulk

solid cooking ingredients such as flour and sugar, especially for volumes from about
50 mL (2 fl oz) upwards.

Figure 12. Measuring cups

Kitchen knives

is any knife that is intended to be used in food preparation.

Figure 13. Kitchen knives

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Heat gun sealer

A machine used to seal products, packaging, and other thermoplastic materials

using heat.

Figure 14. Heat gun sealer

Weighing scale

Is a device to measure weight or mass.

Figure 15. Weighing Scale

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Vegetable Washer

It works continuously and removes clay, dust and other foreign material from
vegetable’s surface with air budding system. High pressure fan is provided for air
bubbling creates friction and washing effects, between material and water cleans dust,
clay and other foreign material from vegetable surface. Drain is given to change water
frequently.

Figure 16. Vegetable Washer

Vegetable Cutter

A machine for chopping vegetables that are to be used directly. The simplest type of
vegetable cutter consists of a metal screen with blades and two handles. A more
complex type is designed not only for cutting but also for grating. In such a device,
interchangeable (usually disk) blade are attached to a shaft that is turned manually or
electrically.

Figure 17 Vegetable Cutter

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Vegetable Chiller

Cold storage for vegetable is a particularly tricky subject as there are many factors
which can affect how fresh produce should be stored. This guide looks at why you
should be using cold storage to stock and distribute your fresh produce and the most
important factors to consider when using cold storage for vegetable.

Figure 18 Vegetable Chiller

Milestone & Metrics

Milestones

It was August of 2013 when Sustansyarap performed start-up marketing. The first thing
that Sustansyarap did is gather information on where is the best suitable area to locate
the establishment of Sustansyarap manufacturing building. Sustansyarap also gathered
information on who are the possible targets for distribution. October, 2013,
Sustansyarap found the best location and they immediately started constructing the
establishment of Sustansyarap manufacturing building.

It was April 2014, when Sustansyarap purchased the equipment and supplies needed
and also started hiring staffs to be trained and oriented. June 2014, Sustansyarap
created a website with the help of a Web Developer and September 2014, pickled bottle
gourd and bottle gourd ice cream were introduced. It was December 2014 when
Sustansyarap started to operate. It is also when Sustansyarap set its sales target for the
month of January 2015 and they achieved it.

It was May 2015, when Sustansyarap started to distribute their products to the different
areas of Luzon. December 2015 is when Sustansyarap achieved its yearly sales target.

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It was june 2016, when they plan to extend the distribution of their product and aiming to
distribute in Visayas. December 2016, Sustansyarap achieved its yearly sales target.

April 2017, Sustansyarap started to distribute its products in different areas of Visayas.
August 2017, Sustansyarap December 2017, Sustansyarap reached its yearly sales
target.

In January 2018, Sustansyarap received a certificate from Halal Development for their
products. On March 2018, Sustansyarap extended its establishment for the storage of
their products. On December 2018, Sustansyarap achieved its yearly sales target. May
2018, Sustansyarap started distributing its products on the different areas of Mindanao.
December 2018, Sustansyarap achieved its yearly sales target and on March 2019,
Sustansyarap was honored with the most grossing brand award.

Present Today, all they want to achieve is for them to be able to export their products in
Japan especially to those who are inclined with healthy foods. This 2019 up to 2024,
they will do their best to enter Japan and if they will be successful enough to do that,
then they will try also to export in other parts of Asia.

Key Metrics
1. Customer loyalty and reputation.
2. We own vineyard of bottle gourd.
3. Employees are oriented and well trained.
4. We implement strategic pricing.
5. Innovative when it comes to our product.
6. Our company name and product name is well-known.

Company

Overview
In year 2013 originators have decided to establish a partnership as their form of
business organization. It is owned by five businessmen/women who dreamed to have a
popular and successful business. The owners are the following:

Geena Marie Catua graduate of Business Administration major in Marketing, she is

responsible in organizing the various parts of an activity and make sure that all the
people involve are working well together.

Gellie Camille Danting graduate of Business Administration major in Marketing, she’s

responsible in managing business organization and institution.

Djanelene Maglalang graduate of Business Administration major in Marketing, she’s

responsible for the daily operation of the company.

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Christian Joy Toress graduate of Business Administration major in Marketing, he is

responsible in dealing with financial and legal issues of the company.

Anthony Infante also a graduate of Business Administration major in Marketing, he is

in charge of internal activity, a group of people such as laborer.

Each of them has 20% share in the company, the company that they build was Limited
Liability Partnership (LLP) each partner is not responsible or liable for another partners
misconduct or negligence

Logo

Sustansyarap comes from the combination of two words “Sustansya” which means
nutrients and “Sarap” which means delicious that aims to produce products that are
delicious and full of nutrients. They choose this design as a representation of what they
are producing. The oval shape signifies the shape of the bottle gourd and the light green
color that signifies the actual color of it. They choose the name logo because it is easy
to identify.

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Organizational Chart

Shareholders

General Manager

Production Marketing Sales Financing

Department Department Department Department

Production Head Marketing Head Sales Head Bookkeeper

Laborers Marketing Team Sales Agents Human Resource

Department

Utility HR Head

Security

Driver

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Management Team
Shareholders- A shareholder (also stockholder) is an individual or institution (including
a corporation) that legally owns one or more shares of stock in a public or
private corporation. Shareholders may be referred to as members of a corporation

General Manager - is an employee who is responsible for planning, directing and

overseeing the operations and fiscal health of a business unit, division, department, or
an operating unit within an organization. The manager is responsible for overseeing and
leading the work of a group of people in many instances.

Production Head – a person in charge in planning and organizing production

schedules, assessing project and resource requirements, estimating, negotiating and
agreeing budgets and timescales with clients and managers.

Marketing Head – oversee the promotion of a business, service, product or brand.

Depending on the organization, they may be managing the marketing of a whole line of
products and services, or be focused on one particular thing to promote.

Sales Head – is responsible for motivating and advising their reps to improve their
performance, as well as hiring and training new sales representatives.

Bookkeeper – the one who develops system to account for financial transactions by
establishing a chart of accounts; defining bookkeeping policies and procedures.
Maintains subsidiary accounts by verifying, allocating, and posting transactions.
Balances subsidiary accounts by reconciling entries.

Human Resource Head - Developing and implementing HR strategies and initiatives

aligned with the overall business strategy. Bridging management and employee
relations by addressing demands, grievances or other issues. Managing the recruitment
and selection process.

Laborer - The job duties of a general laborer vary. They may include cleaning and
preparing a job site, loading and delivering materials, and using a variety of tools and
machines such as blowtorches, forklifts, levels, lifts, power drills, grinders, saws,
pressure washers, and water spraying equipment.

Sales Agents - are independent contractors who work on commission to sell products
for more than one manufacturer. They are not under the immediate supervision of the
manufacturers—typically called principals—that they sell for, so their relationship
generally falls into client-customer patterns.

Utility – Workers perform routine maintenance activities in a variety of work

environments. Because the job usually requires a lot of lifting and climbing, a Utility
Worker must be in good physical condition.

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Driver - undertake various transporting duties and delivery services.

Security Guard - monitoring surveillance equipment; inspecting buildings, equipment,

and access points; permitting entry. Maintains environment by monitoring and setting
building and equipment controls.

Advisors
The Management knows that every business must need to have legal advisors in every
department in order to gain and achieve success. Having a proficient and
knowledgeable consultant can give a lot of help in a business especially in an
international business for the management to surpass risk and also it can give guide to
the management and employees to set up their goals.

The management decides to give their trust and listen to Mrs. YOLANDA B. BUCAD,
Land bank branch manager, on the part of advising the management financially. She
already has a lot of experience based on her workforce and already handled a lot of
different branches of land bank that turns into effect of successful on their financial
operations she give the management a lot of help on deciding financially.

When it comes to the business operation the management decide to deal with Mr.
RHODERICK SIGUA and Mr. JESUS MALLARI, Who both graduated in a management
course and already finished a doctorate on it. Mr. MALLARI is now a successful
businessman that owns a lot of business like gasoline stations, convenience store, and
coffee shops and many more. The management is giving them trust by listening on their
advice as the management Operation consultant in the part of how the business
operation will be done and becomes successful. And what decision does the
management must do for them to continue its success pathway.

The company and management also accept and listen to their past successful
professors like Mrs. Marichelle Torres, Mr. Alquin Malonzo, and lastly Dr. Trixie Osorio.
This three professors helps the management and company owners to become mentally
and physically effective that in exchange they manage on giving their quality and best
product as well as the other businesses does to achieve success and to be ready in the
as well in the future.

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References:
Jetro.go.jp
Japancentre.com
Japantoday.com
Tsunagujapan.com

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