Chapter 1

GENERAL BUSINESS PLAN

Business Review

Industry Review

The Philippines’ Fishing Industry comprises any industry dealing with

culturization, processing, transporting and selling of fish products that aims to provide

national food security by means of proper management, development, conservation and

protection of fishery resources in order to provide food essentials to the worldwide

community (Fisheries Administrative Order, 2014). Its fishery sector has two

classifications, the Capture Fisheries, which primarily operates in the oceans, and

Aquaculture, which operates in sheltered coastal waters (Pineda, n.d.). Capture fishery is

subdivided into Municipal, Inland Fisheries, and Commercial.

Commercial Fishing Industry carries out catching, processing, preserving and

transporting of marine fishes for commercial profit that aims to provide large quantity of

food to the country and the international market by pursuing fish far into the ocean

(Commercial Fishing Industry Market Size, Share, Report, Analysis, Trends & Forecast to

2026, 2018). It requires professional seagoing personnel, trained workers, technologically

equipped gears, and vessels for it to provide fishes to other large manufacturing companies.

It mainly operates in the wild by means of small-scale or large-scale vessels amidst heavy

seas, high winds and poor visibility. It also requires ship building techniques and wide

fishing experiences in order for it to be capable of taking large quantities of marine fishes

successfully. (Fishing Vessel Safety: Blueprint for a National Program, 2019)

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 The Philippines has one of the longest coastlines in the world—enriched with

diverse marine species. The country’s fishing industries are more sustainable and would

require less time and effort for labor compared to other landlocked countries. Thus, such

industries are more likely to be profitable and less likely to be at risk.

Opportunities & Threats Analysis

Opportunities Threats

a. Increasing fish demands a. Climate Change

b. Expanding of global fishery markets b. Potential Resource Decline

c. Price parity between sardines and c. Lack of access to regional and

other fishery products national Markets due to Political

d. Accessibility to potential markets Problems

e. Food security and poverty Issues d. Overfishing

e. Competitors

Opportunities

Using one’s entrepreneurship skills are one of the most effective skills for a

business owner to sustain success for his company (Cauthorn, 2016). In order for a

company to continuously flourish, a good way of making use of economic opportunities

must always be thought about.

The issues of the external environment that the company can take advantage of to

improve its profitability and value includes increasing demands of sardines. Having a

number of sardine manufacturers could lead to the expansion of the global fishery market

2
and may help grow the company's production sales. Price parity between sardines and other

fishery products can give the company accessibility to potential markets as it increases the

sales of sardine production and attract manufacturing sectors. Being able to address the

issues of food security and reducing poverty can be of great opportunity especially when

products become the top choice of the national community due to the price or cost of food

to people who are beating hunger and malnutrition (Lahteenkorva, 2017).

YUSON Commercial Fishing Industry is a fishing industry that addresses the

growing demands of the economy. Taking the economy’s state to the company’s advantage

would bring forth success and continuous expansion with regards to the company's market

scope – Thus, improving its profitability.

Threats

Philippines is an archipelago with a lot of major fishing grounds of which one of

the most important sources of livelihood in the Philippines is the fisheries sector. Because

of the need to maintain food security and provide jobs to its fast-rising population, the

government has resorted to the full development of the fish sectors to generally open access

in the exploitation of fisheries resources (Israel et al., 2016). As a result, the resources were

unable to continue to sustain as more and more fishermen are catching fish in the Philippine

waters, with these, fishery sectors are in threat and with environmental issues which are

also giving negative effects in this sector.

The external factors that prevent the company’s desired objectives include

competition which is due to the fact that there are other commercial fishing companies

established in the areas of Zamboanga that harvest the same resources which may

3
eventually lead decrease fish stocks and conflicts (Pomeroy et al., 2016). Climate change

is also a big threat that results to modification of fish distribution and low productivity of

operating personnel upon fish extraction specifically sardines which can lead to potential

investors decline. Overfishing from other commercial industries can take a heavy toll in

the company and the region as well. It decreases availability of fish stocks and leaves

destroyed ecosystems, nutrient-lacking species and a lack of biodiversity in our

sophisticated food web.

YUSON Commercial Fishing Industry may encounter failures in accomplishing the

objectives of its company as the mentioned threats, controllable and incontrollable, would

disrupt the good performance of the company and might lead to failure as a supplier of

sardines in manufacturing sectors.

Company Profile

YUSON Commercial Fishing Industry is a prime fishing industry that

commercially extracts or catches Indian Sardines (Tamban)— providing production and

delivery efficiency to other manufacturing companies through utilization of and systematic

delivery system.

The company operates fishing services in order to deliver quality raw supplies to

the market and to the increasing economic demands of the society. It offers Tamban to both

the local and the national market.

The company has the assurance of consisting well-trained and skilled seagoing

personnel and technologically equipped gears and vessels in order for it to provide well-

preserved fishes and provide good delivery system to other manufacturing companies, fish

4
processing companies and restaurants. In order for it to continuously grow as a company,

it as well strictly imposes the Philippine Fish Code or the Republic Act 8550 which aims

to prevent degradation of marine animals and corals (Fisheries Administrative Order,

2014).

Business History

Over the years, the continuous grow of population in the Philippines has led the rise

in demand within the industry of fishery, thus resulted to immense strains on its marine

resources. Due to open-access of marine ecosystem, the three-month closed season strategy

has been implemented by the government in order to assert the proper management of

fisheries – preservation and protection (Adverse Effects Of Open Access Fishing In The

PH Must Be Addressed, 2016). Thus, to support, different methods and materials for

fishing that will restrain the sardines to multiply are being discouraged to operate within

the industry (Ferrer, 2018).

The founder of the company lives in the land of the Zamboanga Peninsula—a

profound fishing area in the Philippines. Zamboanga is the major source of the country’s

sardine production which made the owner decide to establish the YUSON Commercial

Fishing Industry, for them, together with his associates, to be able to legally use effective

large-scale fishing vessels and fishing gears. Since they began engaging themselves in

maritime studies and engineering, they were able to gain knowledge about new

technological development and widespread use of synthetic fibers, and gears, this opened

their thoughts upon deciding to develop their company and its status.

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 This strategy or idea is for the associates to be able to provide or supply fishes to

other great sardine manufacturers in the Philippines and the international market which are

supported by all stakeholders like the industry, consumers, and the civil society (Why the

Philippines Needs a Sardines Management Framework Plan, 2015).

Business Description

YUSON Commercial Fishing Company is a prime fishing company, duly licensed and

registered in the Bureau of Fisheries and Aquatic Resources which ensure the conservation

and protection of fishery resources, with the help of the Department of Labor and industry

for advancing the workers’ welfare. The company was established on 2009 under the

Philippine law through the Securities and Exchange Commission (SEC).

The YUSON Commercial Fishing Company upholds quality services for extraction and

preservation of sardines. It also aims to instill work efficiency and company productivity

by means of technologically-equipped vessels with the help of skilled and trained

fishermen. It provides excellent customer relationship through reliable and responsive

communication system, well maintained private fish ports, and well-preserved raw

sardines. It also follows the Republic Act 8550 or the Philippine Fish code in order to help

prevent resource and coral degradation (Fisheries Administrative Order, 2014). Our

company uses Purse Sein fishing method. This commercial fishing method allows no

contact with the seabed and have low levels of bycatch – accidental catch of unwanted

species.

6
Business Model

7
Owners, Business and Organization Type

YUSON Commercial Fishing Industry, a fishing company, duly licensed by Bureau

of Fisheries and Aquatic Reseources and Department of Labor and Industry.

The company will be established by Mr. Cyril Niño Benjamin Yuson, owner and

CEO of the company, with the help of his co-partners Mr. Dale Clariza, Ms. Aubrey

Salomes, Ms. KC Miflores, Ms. Darlene Solon, Ms. Alyssa Daniel and Ms. Ma. Guadalupe

Tapia providing professional seagoing personnel with efficient services based on the

satisfaction of the customers.

This business is a representation of a service company that operates on the

extraction of sardines in order to distribute the supplies to different manufacturing or fish

processing companies.

This business is a type of stock company where shareholders or stockholders, each

of whom gets a portion of the ownership of the corporation through shares of stock

(Philippine fishing companies included in Greenpeace shame list of pirate vessels, 2008).

Mission, Vision, Values

Vision

“The business aims to become the fastest growing, transformative and enviable company

in the Fishing Industry”

For this to achieve, the company should beat its competitors in the scope of maritime

industry and at the same time overcome the different weaknesses and other external threats

that are straining the company from growing and reaching the top-most standing in the

8
industry of Agriculture. By upholding its core values and monitoring first-hand the tiniest

and modest changes in the company, positive or negative, the company will certainly pass

through the path of success. Also, through the utilization of innovative and technologically-

equipped vessels and materials like containers and fishing nets, the assurance of qualitative

service will be present.

Mission

“To sustain efficiency to the development of commercial fishing commerce by

compassing satisfaction to its customers.”

The company ensures its capability to efficiently provide service by extracting and

distributing consumable marine resources like fishes to the different existing

manufacturing companies in the margin of fishing industry—like canned sardines. The

company entails the quality of an integral organization where its core objective is to meet

the customer's most desired satisfaction in order to reach the company's aspired attainment

in the future.

Core values

“The company holds the three most significant values — Innovation, Integrity, and

Boldness.”

The company holds the competence of innovating which means to always come up

with new ways and ideas in result to improve the existing services. To expound integrity,

the company is able to consistently uphold its own moral uprightness as a whole

organization and as an individual worker. Lastly, it is significant for the company to have

9
the esteem of boldness wherein it entails the willingness to take risks forethoughtfully so

the organization can grow bigger and better.

Logo Significance

The logo represents the company’s most significant values — Innovation and

Boldness –with which the whole body practices every day. The fish as seen in the logo,

symbolizes the company’s product since the company is a sardine supplier in the

Philippines that upholds good product quality – wanting to ensure that they are able to give

their costumers the highest quality of sardines. The letter “Y” in the logo is embodied to

symbolize and honor the founder of the company, Mr.Yuson, Cyril Benjamin. It is a tribute

for his hard work before he became one of the biggest suppliers of sardines and became

one of the top fishing suppliers in the national market.

Strengths & Weaknesses Analysis

Strengths Weaknesses

a. Company abides with government a. Lack of product marketing

rules and regulations
b. Good Location
c. Low/ Competitive Pricing
d. Immediately responds to clients
e. Provides Quality fresh Sardines
b. Shortage of technical manpower and
expertise
c. Catching fishes that do not belong to
the standardized size as imposed by
law
d. Lack of knowledge in the fields of
fishing
e. Lack of financial stability

10
Strengths

As the forefront sardine supplier in the Philippines, the strengths of a company

include commitment to standards of professionalism and productivity, and a passion for

excellence and guarantee the highest quality of freshness of sardines in supplying

manufacturing sectors.

The company’s qualities that propel towards set objectives entirely relies on the

company’s firm instillation of government rules and regulations to the whole working

body, with benefits not only to the environment but to the profitability of the whole fishing

industry. This is because such government fishing rules are set to achieve sustainable catch

for efficient and continuous production. The company's location has adequate access of

resources which fulfill the company's objectives, as Zamboanga is the top commercial

marine fish producing region in the country and supplies 75% of the country's total

domestic requirements for canned sardines (Profile of Region 9, n.d.). The company's

products being served are potential for exports since sardines are brimming a lot of

nutrients and are high in demands, both in high and low hierarchy, and are extremely cheap

(Isaacs, 2016). Thus, prices of sardines are increasing as the production of sardines are

affected by environmental issues such as climate change. There will also be high demand

and greater capacity for the industry to respond as the company’s personnel cope up with

rapid, radical and profound changes by examining external forces of change and

incorporating it in strategic planning which eventually leads to successful operation in

changing market and provides raw materials for manufacturing sectors as it simultaneously

maximizes profits and reduces expenses, lead times and overall costs.

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 The YUSON Commercial Fishing Industry is dedicated to improve the

development of the country and bringing forth improvements and innovation in fishing

commerce. With the strengths and good qualities of the company, it provides the business

with social responsibility and integrity in developing and producing high quality raw

products to manufacturing sectors, which would lead to attraction of more sectors and may

expand the company's scope to international markets as it only commits high standards of

service.

Weaknesses

The company's weaknesses encompass the different features, processes, and

resources of a company that negatively affect its own management and operated activities

(Wozniak, 2019).

The internal factors preventing the company from achieving its goals include lack

of product marketing, which is because, chosen target markets are not easy to access and

may not sell our product. Our company also has the tendency to experience shortage of

technical manpower and expertise since safety has always been a common issue in this

industry. Lack of man power may prevent the company's tasks to be accomplished as well

as illiteracy of personnel in the fields of marine technicalities. With this, there is lack of

ability to assess risks and to understand environmental cues that may affect the

sustainability of fish stocks. Catching fishes that do not belong to the standardized size as

imposed by law can result to large amount of penalty or fine. This can result to lack of

financial stability and lack of contingency funding plan (Wagner, 2003)

The weaknesses of YUSON Commercial Fishing Industry would restrain its

efficient and effective implementation of the business' objectives and would restrict the

12
possibilities for success to attain future growth as a company. These weaknesses would

also affect the company's capability to resolve challenges and threats when at risk.

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 Chapter 2
Management Plan
Organizational Chart

SECRETARY

14
Organizational Chart

Secretary

Security

Driver
D

Charlady
Policy and Ecosystem Vessel Capture
Planning Management Operations Fisheries
unit Unit Unit Unit

PPU Reserve Chief Head

Officer 1 Manager Coxswain Officer

PPU Biologist Assisting

Assistant
Officer 2 Coxswain Officer

t Fishermen
Boat
Mechanic

Financial
Planner
Delivery Head of
Cost Budgeting
Manager External
Head
Communi
Delivery cations
Statistics and Personnel
Data
Processing Clerks
Head

The integration of Functional departmentalization in the company provides every

personnel with a reflection of their individual function. It allows the company to follow

organizational principles to maintain effective operational labor. However, management in

15
this type of departmentalization can be difficult whenever the structure is influenced by

contingency factors. Since the company is susceptible to various environmental

complications, providing solution to problems might not be very time efficient since plans

have to be made by people with the authority to make decisions.

Job Descriptions

Key Positions Description

The Head Fisheries Administrator is

responsible for the overall fisheries

Head Administrator
management, which sets out company

goals.

The Company Secretary is responsible for

the efficient administration of the

company, especially with regards to

Company Secretary ensuring compliance with statutory and

regulatory requirements to ensure that

decisions of the Head Fisheries

Administrator are implemented.

The Administrative Assistant provides

support to managers, other employees, and

Administrative Assistant
office visitors by handling a variety of

tasks in order to ensure that all interactions

16
 between the company and others are

positive and productive.

The Head Fisheries Administrator is

responsible for both Fisheries Planning and

Head Fisheries Administrator Management Department and the

Operational Fisheries Department.

The Fisheries Planning and Management

Department is responsible for identifying

Fisheries Policy Department which is lawful and which is not. It is Also

responsible for the implementation of laws

to the Operational Fisheries Department.

The Operational Fisheries Department is

responsible for both the Conservation and

Operational Fisheries Department
Compliance Unit and the Capture Fisheries

Unit

The Capture Fisheries Unit consists of

Capture Fisheries Unit personnels responsible in harvesting the

product of the company which is sardine.

17
 Is responsible for making decisions and

processes, and work to improve quality,

Capture Fishery Head Officer
productivity and efficiency in catching

sardines.

The Capture Fishery Assistant Officer

Capture Fishery Assistant Officer
assists the Head officer

The Fishermen follows instructions given

Fisherman
by the head or the assisting officer.

The Ecosystem Management Unit consists

of personnels responsible for

Ecosystem Management Unit environmental management approach that

recognizes the full array of interactions

within an ecosystem.

The Policy and Planning Unit consists of

personnels responsible in advising and

liaising with the Fisheries Administrator

on important fisheries policy issues as well

as departmental coordination such as

Policy and Planning Unit
planning, program budgeting, performance

monitoring, evaluation and reporting.

It also represents the Fisheries

Administrator and the Fisheries

18
 Department in various committees, task

forces and working groups at both national

and international level

The PPU officers are responsible in

preventing the pollution of waters to

protect the aquatic environment. They take

part in public awareness and education for

Policy and Planning Fisheries Officers fishery and marine life resources. They

also regulate and enforce the fisheries act

and other government laws and regulations

by conducting patrols at sea.

The Conservation Compliance Unit

consists of personnels that maintain a

Conservation Compliance Unit
minimum level of conservation on

sardines.

The Fisheries Officer who is responsible in

preventing the pollution of waters,

Conservation Compliance Fisheries spreading awareness of habitat protection

Officer and fishery resources and enforce fisheries

acts and the Fisheries Inspector Inspects

fishing vessels, gear, licenses and catches

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 to ensure that fisheries laws and

regulations are obeyed.

The Reserve Manager is responsible for the

Reserve Manager prevention of degradation of marine life

structures

The Biologist provides scientific

Biologist consultation and is responsible for specie

identification.

Chief Coxswain is the head of Coxswain

personnels and is responsible for steering

Chief Coxswain the boat, and coordinating the power and

rhythm of the rowers. recreational boats as

well as small commercial vessels.

The Assistant Coxswain assists the Chief

Assistant Coxswain
Coxswain in the boat.

The Boat Mechanic is responsible for the

Boat Mechanic various systems on board and the

maintenance of vessels.

The Secretary of the Administrative

Secretary of the Administrative Assistant Assistant is responsible for the efficient

administration of the company specifically

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 for the accounting and marketing

department.

Is responsible for the security of personnels

and all premises by patrolling property,

Security
monitoring surveillance equipment;

inspecting and permitting entry.

The driver is responsible for undertaking

Driver
various transporting duties.

Performs housework duties to maintain

Charlady
commercial establishments.

The Accounting Department is responsible

Accounting Department in keeping records and report with regards

to the company’s cash flow transaction.

The Financial Planner is responsible for

analyzing information and provides

Financial Planner
recommendations based on their

clients' financial situations and goals.

The Cost Budgeting Head is responsible

for estimating the costs or necessary

Cost budgeting Head
efforts to promote efficiency and effective

labor.

The Statistics and Data Processing Head is

Statistics and Data Processing Head
responsible for verifying accuracy of

21
 information by classifying and analyzing

them.

The Marketing and Delivery Department

promotes the company sales or services. It

Marketing and Delivery Department is also responsible for providing the

necessary research to identify your target

customers.

The Delivery Manager is responsible for

Delivery Manager building positive working relationships

with customers for business growth.

The Delivery Personnel receives

Delivery Personnel
instructions from the delivery manager.

The Head of External Communications

Head of External Communications ensures consistency of information from

customers to the company.

Clerks are responsible for taking calls and

Clerks
perform basic bookkeeping duties.

22
Management Theories in Practice

Generating an administrative structure and promoting contingency

management are two different effective ways in obtaining organizational objectives. When

practicing Administrative Management, focus becomes creating and implementing more

efficient processes wherein planning, organizing, coordinating, and leading is used to

guarantee that goals will be achieved. Though planning is of much importance, learning

how to adapt to contingency factors and re-engineering ways play a vital role in order to

successfully carry out company goals. Understanding the essentials of these management

theories will help organizational leaders and managers maximize the company's production

or services and guide them to thoroughly operate the organization effectively and

efficiently.

Administrative Management Theory

The Theory of Administrative Management is significant in making the company’s

goals feasible. It upholds Fayol’s 14 principles which includes the use of formal

administrative structure wherein division of labor is specific and delegation of power is

relevant (Williams, 2017). This theoretical concept allows the company to exercise a

systematic approach in creating and transforming organizational goals that allows

improvement of management methods.

Also, Fayol’s 14 principles of management in the administration of organizations

is still of relevance since it was first introduced in 1916 (Mahmood, Basharat, & Bashir,

2012). The efficacy of the principles in response to varied needs of individual organizations

are effective to most company including those in the education industry (Uzuegbu &

Nnadozie, 2015).

23
 Moreover, this theory is examined in a survey that was conducted among school

managers involved in the administration of secondary schools in Tanzania in the regions

of Mtwara, Shinyanga and Tanga. They investigated on the perceived importance of

Fayol’s 14 principles. As a result, the survey revealed that, school managers perceive

division of labor of the Fayol’s 14 principles of management as the most important factor

in the administration process in the context of Tanzanian secondary schools. It enables

them to ensure efficiency of the work done since personnels are divided in different units

in respect to their specialization. In addition, Remuneration was also of importance in the

administration process of secondary schools – standardization of the mode of payment to

the worker or received by employer.

Furthermore, School Managers in Tanzania consider division of labor and

structuring of school organization as the most important aspect in the administration

process of secondary schools. On the other hand, it also demonstrates the significance of

the school managers’ ability to determine appropriate methods and guidelines of

organizational structure such as scalar chain, authority and responsibility, centralization,

and unity of direction.

These results from the survey renders conclusive notions with regards to the

value of having a distinct administrative structure for the company. Administrative

management allows them to create strategic thoughts on how to better improve

organization in all departments. With this, authority and responsibility is divided and is

tasked to a person with the specific field of expertise. As a result, operational activity in

the company becomes significantly monitored and each decision made is overseen by the

Head administrator.

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Contingency Theory

The Contingency theory holds that there can never be a universal management

theory – variations between relationship with their members, task structure or position

power are likely to happen (Williams, 2017). The Company has to create single-use plans

depending on the problems or challenges they are facing in order to create consistent

product quality and retain continuous customer satisfaction.

As described in a case study where 15 cluster leaders in Bukidnon, South Cotabato

and Davao City and 35 smallholder farmers from the three areas were interviewed using a

structured questionnaire, respondents defined leadership as having a good management

style. Other definitions include being able to implement plans and one who serves as a

good example. When the respondents were asked to describe their ideal leader, some

indicated that a leader should be honest, outspoken, experienced, responsible, active and

trustworthy. For them, an ideal leader is also a good follower who leads by example and

has a good relationship with the members, transparent and has the ability to look at

problems. With this, Contingency Management Theory is applied. Fiedler, the person who

developed the theory, suggests that a person who entails good leadership is relationship

and task oriented (Robbins & Coulter, 2012)

In addition, a small business owner in Ecuador provided a study supporting the

contingency theory of leadership wherein 175 owner-managers of small businesses and

1218 employees are the respondents. The variables involved in the hypothesis include

leadership style of owner-managers and employees. Findings of the study

revealed indistinct recommendations on how to behave in certain situations. This includes:

always considering carefully the way managers behave in a certain situation and employee

25
motivation in order for them to obtain better performance (Vidal, Campdesuñer,

Campdesuñer, Rodríguez, & Vivar, 2017).

With these surveys, it is conclusive that this theory is of essence for the YUSON

Commercial Fishing Company. We can be able to apply this Management Theory since it

promotes good relationships between the leader or manager to his associates. The conduct

of this theory results to good atmosphere in the workplace and can ensure attainable and

sustainable work plan.

The two theories mentioned above, the Administrative Theory and Contingency

Theory hold two principles that can be practiced together through comprehensive

delegation of authority, being goal oriented and at the same time associate considerate. The

company should have a proficient administrative management structure and at the same

time is also able to promote good relationship with its members rather than solely being

tasked oriented. Organizational structures and chain of authority should not only be tasked

to top managers and administrative heads but rather on comprehensive collective ideas

from every other member depending on situational favorableness. With this, the company

is able to generate more efficient ways in carrying out their goals.

Achieving company goals in a commercial fishing industry is achieved through

proper administrative management and having a contingent management structure. With

good administrative management, focus becomes creating and implementing more

efficient processes which then guarantees that goals will be achieved. Though the principle

of unity in command and direction is important, leaders and managers should be

transparent to his associates in order to encourage them to always think about the

advancement of the company rather than merely doing tasks they assigned to operate.

26
 Chapter 3

PRODUCT PLAN

Product Photos and Specification

Products/ Service Description

Extraction of Sardines Purse Seine fishing method – a

preferred technique for capturing fish

schools, which enables them to

efficiently catch quality sardines,

thereafter, provide continuous supply to

customers.

Preservation of Sardines (Freezing) It also uses proper preservation method,

freezing, to retain sardines’ freshness

and prohibit degradation of quality

upon transportation.

It uses an Insulated Fish Tub with

measurements of 62x49x38cm (outer)

and 56x43x30cm (inner) in packaging

sardines for delivery. The Fish tub can

carry 25 kilos with 15-20 kilos of fish

and 5 kilos of ice for the preservation of

the fish since it has to be delivered to the

27
 customer with the highest Quality of

freshness.

Delivering of Raw Fishes The company has delivery amenities

composed of several trucks and driving

personnel wherein orders placed or

requested by our clients require

promptness upon delivering in order for

the company to maintain good

relationship to its customers.

Private Fish Port There is also a private fish port which is

made to be well ventilated, organized,

and most importantly staffed with

personnels who strictly follow hygienic

practices. The port allows small

manufacturing customers to purchase

from the company without delivery fees

thus, enabling them to gain more profit.

28
Unique Selling Proposition

The YUSON Commercial Fishing Company is a supplier company providing

services for extraction and preservation of sardines, as well as delivery amenities to its

customers. It offers systematic and legal ways of extraction, Purse Seine fishing method –

a preferred technique for capturing fish schools, which enables them to efficiently catch

quality sardines, thereafter, provide continuous supply to customers which include

processing and manufacturing companies in the local and the national market. It also uses

proper preservation method, freezing, to retain sardines’ freshness and prohibit degradation

of quality upon transportation. The company as well, has a delivery system composed of

several trucks and driving personnel in order to help provide time efficiency to its clients.

There is also a private fish port which allows small manufacturing customers to purchase

from the company without delivery fees thus, enabling them to gain more profit.

29
 Chapter 4

MARKETING PLAN

Target market

YUSON Commercial Fishing Company contributes to the present economic

demands of the country. Since sardines are of cheaper value compared to other edible

marine resources, it is of high demand, thus, it is a very sustainable kind of food to people

in the lower hierarchy. With this, fish processing and manufacturing companies, that use

fresh sardines as the major supply for their company, are brimming in numbers.

With the situation above, the company decided to provide fish capturing services

and systematic fish distribution to different fish processing companies to both the local and

the national market. The company aims to provide time and labor efficiency to its target

market by supplying raw sardines continuously to its customers. The company made its

services very essential for the aforesaid markets since it caters their regular needs for raw

supplies. The company is able to provide low-priced food to the economic market by

providing services and supplying manufacturers.

Product Strategies

Philippine waters specifically in Zamboanga are graced with the abundance of

sardines thus, making its price much cheaper than any type of fish. With this, more sardine

commercial fishing companies are appearing and may be a threat to the company.

As a result, YUSON Commercial Fishing Company developed product strategies

that aids to the threats of the increasing number of competitors, the changing market

30
conditions and other external factors straining the company. It uses the following strategies:

Product quality assurance, Customer Service, Systematic Distribution, and Target Market.

The company makes use of effective fishing gears and boats to ensure great quality of

sardines as well as the assurance that these are free from chemicals – approved by the

Bureau of Fisheries and Aquatic Resources (BFAR) and the Food and Drug Administration

(FDA). It uses an Insulated Fish Tub with measurements of 62x49x38cm (outer) and

56x43x30cm (inner) in packaging sardines for delivery with the use of a fish delivery truck.

The Fish tub can carry 25 kilos with 15-20 kilos of fish and 5 kilos of ice for the

preservation of the fish since it has to be delivered to the customer with the highest Quality

of freshness, which enables good relationship to customers, less customer complaints and

returns. With this, customers might as well recommend the company to other customers

and also outstand competitors with the same industry. The company also guarantees good

customer service by delivering the products or distributing orders upon the agreed time. It

also hires customer service employees with key characteristics such as the capacity to take

criticism, adaptability, stress management, patience, positive attitude and problem solving

to maintain good relationships to customers and uses negative feedbacks to improve and

be able to promote a positive outlook. The company is also a type of a distributor channel

as it delivers products to the company’s target customers or markets such as manufacturers

of canned sardines.

Pricing Strategies

The Yuson Commercial Fishing Company is a new business desiring to build its

name in the market by providing better and quality services and through competitive price

31
strategy in order gain more customers and for it to become the leading and most trusted

company in the industry.

Yuson Commercial Fishing Company uses a pricing strategy that is advantageous

to both the company and its market. In order to take the company onto the competition, it

sells its products and services at a price less or near to the value of its competitors. It would

not help if the company’s services are of higher value than other companies of the same

field, in fact, no one would prefer something pricey. Also, selling our services at a much

cheaper price compared to other companies can result to higher demand. Failure to price

aptly can lead to loss of profit, that is why having a competitive price strategy is more

appropriate.

Place or Distribution Strategies

The YUSON Commercial Fishing Company’s services are very essential therefore,

it can easily be known to the market. In order to maintain relationship to its client, the

company hires qualified marketing staff in order to maintain and promote our services

through in-store promotions, brochures, billboards and media. With this, we are able to

maximized all possible tools to connect and reach the market.

Furthermore, the company consist of in-store promotion embodied in its private

port areas, set to be organized and well ventilated, since customers can also purchase raw

fishes in our private port. From the fish port, products are being distributed to the fish

processing companies which includes private business sectors, down to wholesalers then

to the retailers before it reaches the consumers. Additionally, our company offers delivery

amenities wherein orders placed or requested by our clients require promptness upon

32
delivering in order for the company to maintain good relationship to its customers. This

type of marketing strategy is made possible through online marketing sites which is

nowadays very essential for most businesses in order to gain more clients and to maximize

its market.

Promotional Strategies

YUSON Commercial Fishing Company communicates with its customers through

different channels in order to ensure the market that the company aims to achieve. Through

mass media advertising (television, radio, billboards, magazines, and other mediums), the

company will be able to reach new suitable and possible customers (manufacturing

companies) and provide appropriate information about the service that it offers. The

company, inclined with its industry, aims to promote and develop a proper relationship

between its subgroups such as the factories for processed food (canned goods) to achieve

better and efficient production.

In addition, to propel the business's status and market, the company will be dwelling

more on its engagement in social medias and personal interaction of marketing. Thus, it

will be its unique advantage from its competitors in the industry since it is the most

convenient and productive way of promoting the service that the company offers. Also, in

keeping the customers' trust and interest to the company, it will continuously offer

appropriate incentives to the said manufacturing companies.

Industries attain more customers through information, education and persuasion of

purchasing and/or availing the service that the business offers, thus in several cases, the

33
success of the company depends on the ways or strategies of promoting the service being

offered.

34
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