Republic of the Philippines

JOSE RIZAL MEMORIAL STATE UNIVERSITY

The Premier University in Zamboanga Del Norte
Main Campus, Dapitan City
COLLEGE OF BUSINESS AND ACCOUNTANCY

MARINO
MARINATED DRIED FISH

A Business Plan
Presented to the
Faculty of the College of Business and Accountancy
Jose Rizal Memorial State University
Main Campus, Dapitan City

In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Hotel and Restaurant Management

MAGENCIO B. ANDAG JR.

REYNIER ALVARIDO
ERMAN S. GALLEMIT

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 Chapter 1
INTRODUCTORY PAGE

A. Name and Address of Business

The name of the business will be MARINO Marinated Dried Fish. It will be

located at Bgy. Tag-ulo, Dapitan City, Zamboanga Del Norte. Customer may contact

us at 09481416087 or visit our facebook page @

facebook.com/marinomarinateddriedfish.

Figure 1. Business Logo

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A. Name and Address of Principals

MARINO Marinated Dried Fish, a dried fish production and distribution

business will be owned by Magencio B. Andag Jr., a resident of Oro, Dapitan City

and to be managed by Reynier Alvarido, a resident of Tagulo, Dapitan City. Both

principals were residing in the coastal area were the main raw materials is readily

available. The project manager is near the business location wherein he can readily

oversee the operation of the business.

B. Nature of Business

The line of business proposed by this present study is a small scale

manufacturing enterprise operating under the sole proprietorship form of business.

Primarily it is engaged in the production and distribution of marinated dried fish.

The venture aims to build a brand of quality marinated dried fish from raw

materials already existing in the area of operation.

C. Statement of Financing Needed

The initial capital investment will be taken from the owners personal savings

and borrowed capital from friends and relatives for around P700,000.00. This would

initially cover for the rental and renovation cost of the production area, cost of

materials and equipment, salary of employees and marketing and promotion

expense.

Table 1. Initial Capital Outlay

ITEM TOTAL COSTS

Physical Plant Requirement (Leasehold improvements) P 113 000
Raw Materials 358 070
Machineries and Equipment 137 600

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Furniture and Fixtures 29 200
Salaries and Wages 31 000
Marketing and Promotion 1 500
Supplies 5 750
Business Registration 2 000
Miscellaneous Fund 21 880
TOTAL COSTS P 700 000

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 Chapter 2
EXECUTIVE SUMMARY

Business Name : MARINO Marinated Dried Fish

Business Address : Barangay Tagulo, Dapitan City

Zamboanga del Norte

Proponents : Erman S. Gallemit

Talisay, Dapitan City
Zamboanga Del Norte

Magencio B. Andag Jr.

Dapitan City
Zamboanga del Norte

Reynier Alvarido
Tagulo, Dapitan City
Zamboanga Del Norte

Project Capital : Php 300.00

Business Type : Sole Proprietorship

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 Chapter 3
INDUSTRY ANALYSIS

This chapter discusses about the outlooks and trends, analysis of competitor,

market segmentation and industry and market business of MARINO Marinated Dried

Fish.

A. Future Outlooks and Trends

The fisheries and aquaculture industry employed an estimated 1.5 million people

in 2010 nationwide; with fisheries accounting for more than 1 million. The fishing

industry contributes an estimated 1.8 percent (valued at 196 billion pesos) to the

country’s Gross Domestic Product (GDP) at current prices, respectively in 2012. In 2013,

exports of fish and fishery products were valued at USD 1.2 billion.

On the other hand, Dapitan City has a very long shoreline; the coastline is 64

kilometer, since 20 or 40% of its barangays are situated along the coastal areas. Some

interior barangays are located along big rivers where fresh water fishes are also

harvested; hence, fishing is the second source of livelihood of the constituents next to

agricultural farming. Since the city is fish producing, preserved products related to fish

such as ‘ginamos’ (bagoong) and ‘bulad’ is visible in the city. The present study aims to

commercialize the production of dried fish. It even improvised the traditional dried fish

by incorporating the margination into its process to add value to the product. With the

crave of the Philippine market to the dried fish, the entrance of Marino, Marinated Dried

Fish is seen as the first establishment offering an innovation of the traditional sun-dried

fish. Since there is an abundant supply of fish in Dapitan City, competition is also seen by

the proponents. Continuous product research will be employed by the proponents and
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customer comments and suggestions will be use a basis for product development.

Expansion is also seen within the next 5 years as to cater the demand neighboring cities

and municipalities.

B. Analysis of Competitor

Next to agricultural farming, fishing ranked second as the source of income in

Dapitan City according to the city’s planning division. This is because 40% of the

barangays composing the city is a coastal area. Majority of the residents of the coastal

area are engaged in fishing activities. When there is a large supply of fish in the city,

aside from mass freezing, drying is seen as an alternative measure to preserve the fish.

With a large number of fisherman in the city it does follow that there are also a lot of fish

driers. In conclusion, competition is visibly present. However this competition is not

commercialized and do not have formal management. According to the data from the

business and licensing division, no dried fish establishment has been registered in the

city, making the proposed business a case of first impression.

C. Market Segmentation

Employees. This segment includes both the private, public, contractual and self-

employed individuals who have cravings for the traditional Filipino food, which is

‘bulad’ (dried fish).

Tourists. This kind of target market includes those foreign and local visitors and

travelers of the city of Dapitan. The city is now becoming one of the popular tourist

destination in the archipelago because of the establishment of eco-tourism in the city.

These types of people would comprise 40% of the total target market because of their

capacity to buy or avail of the products as ‘pasalubong’.

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 Residents and General Public. This is a catchall segment for those individuals

that cannot belong to the employees and the tourist category. It includes the general

public and nearby residents who is likely to buy product.

MARKET SEGMENTATION

30% 30%

40%

Employees (30%) Tourist (40%)

Residents and General Public (30%)

Figure 2. Market Segmentation

The figure presents three segments identified as target market of the product composing

of employees, tourist and the public in general. The proponents assumed 40% of the

target market belongs to the tourist segment because next to agriculture, tourim has been

the source of income in the city. Other segments both the employees and the residents are

assumed to be 30% of the total markets.

D. Industry and Market Forecast

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 This venture will be able to penetrate in the market even if there is existing and

visible supply of traditional dried fish in the area. It will provide high value product with

the emphasis of quality and affordability. The crave of Filipinos to dried fish will

influence the continuous consumption of the product in the Dapitan and neighboring

markets. With the infusion of selected spices in it; it is deemed advantageous of

MARINO Marinated Dried Fish as compared to the traditional non-marinated dried

fish.

The increase of population in the City of Dapitan, Zamboanga Del Norte would

indicate increase in the demand of the products. This would also mean that there would

be competitors in the future. However, MARINO Marinated Dried Fish will make the

product distinctive and make it the market leader. Innovative concepts and design

packaging will be introduced to the identified target market. The marketing will be

directed to distributors; consignment partners, and even to sari-sari stores. This

partnership will pave the way for the business to grow and the growth potential is high.

The market trend will continuously increase.

Table 6. Historical Population of Dapitan City

Year Population

2016 83, 448

2017 84, 491

2018 85, 547

2019 86, 617

2020 87, 700

Source: Office of the City Planning and Development, Dapitan City.
Average Growth Rate: 1.25%

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 Table 3 shows the historical population of the City of Dapitan, Zamboanga Del

Norte. As of 2020, the total population was 87, 700 according to records of the City

Planning and Development and is estimated to increase by 1.25% every year. The table

suggests a possible demand of the products, because of the increase growth of the people

in the City of Dapitan. Our target market is all categories of social class. In an industry

currently in a steady upward growth curve, this product is poised to capitalize on the

consumer's desire for authentic, high quality, and mouth-watering marinated dried fish.

While a troubling economy can affect many areas, food items are generally not as

affected, with specialty items seeming to always find favor in the market place.

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 Chapter 4
DESCRIPTION OF VENTURE

Mission

A customer-driven enterprise providing quality marinated dried fish that will bring

pride and fame for Dapitanons.

Vision

MARINO Marinated Dried Fish envisions to establish a wholesome brand of

marinated dried fish dedicated to produce only the finest and the tastiest product

continuously innovating through product research and customer response.

Objectives

1. To be the market leader in the dried fish industry not just in Dapitan City but

also in the entire province of Zamboanga Del Norte and other provinces in

Mindanao by providing quality marinated dried fish.

2. To contribute socio-economic benefit to the fisherman in Dapitan by buying

their fish.

3. To increase sales significantly over the next three years.

4. To provide jobs to the community that are rewarding and fulfilling.

A. Product

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 MARINO Marinated Dried Fish uses ‘Tuloy (Tamban) and Sigarilyo

(Galonggong) other common type of fish as its main ingredients. These fishes are

processed into dried fish through the traditional sun drying process. Before drying, it is

infused with selected spices for additional value through overnight marination . The

business will offer different variations of the product – plain, marinated and spiced.

Except for Langis, which will be sold per kilograms, all variations will available in 200

grams packaging.

B. Services

MARINO Marinated Dried Fish distributes finish products thru its distribution

partners (Vallecer’s East Supermart, Prince HyperMart, Thea Supermarket and other

department stores in neighboring cities and municipalities. It will also be available

through social media platforms or internet marketing.

C. Size of the Business

The proposed business is to be located in Brgy. Tagulo, Dapitan City, Zamboanga

Del Norte. It will be managed by Reynier Alvarado. It will occupy about 200 square

meters space comprising the office of the business, processing area, production area and

the stock room area thru a lease agreement. The proposed business has an estimated

capital of Php 300,000.00 to cover for the rental and renovation cost of the office and

production area, cost of materials and equipment, salary of employees and marketing and

promotion expense.

The business belongs to the micro enterprise since it requires a few capital and

few employees. It will also be registered as a barangay micro business enterprise. The

benefits under the BMBE are: income tax exemption from income arising from the

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operations of the enterprise; exemption from the coverage of the Minimum Wage Law

(BMBE employees will still receive the same social security and health care benefits as

other employees); priority to a special credit window set up specifically for the financing

of BMBEs; and technology transfer, production and management training, and marketing

assistance programs for BMBE beneficiaries.

D. Office Equipment and Supplies

Office equipment and supplies are the main factors that every office needs for the

successful operation of any business. If proper office equipment and supplies are not

available in order to carry out the operation, then the entire work will not be completed

successfully. The office of the MARINO Marinated Dried Fish requires furniture and

fixtures for their employees to finish the tasks and duties. Office supplies are needed to

record the daily sales transaction of the business. However, these are just the basic needs

of any office. 

Table 4. Furniture and Fixtures

Description Quantity Unit Cost Total Cost

Office Table with Drawer 1 5,000.00 5,000.00
Filing Cabinet 1 7,000.00 7,000.00
Chairs 5 500.00 2. 500.00
Sofa 1 10, 000.00 10,000.00
Total 14,500.00

Table 4 shows the needed furniture and fixtures of MARINO Marinated Dried

fish. It will need one office table to work on and one filing cabinet to safe keep all

important documents and records. One sofa set for entertaining waiting customers.

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Worktables are needed for the production of marinated dried fish. The total costs for the

furniture and fixtures is at Php 14, 500.00.

Table 5. Office Equipment

Description Quantity Unit Cost Total Cost

Calculator 2 600.00 1,200.00

Laptop 1 15,000.00 15,000.00
Printer with scanner 1 8,000.00 8,000.00
Total 29,200.00

Table 5 shows the office equipment of MARINATED DRIED FISH. It will need

2 calculators to help us get accurate number of orders and computations of sales. A

Laptop installed with Point of Sale system to easily account for sales and to identify the

number of inventory sold weekly or periodically. Printer and scanner for the printing and

generation of sales, inventory and financial reports.

Table 6. Office Supplies

Items Quantity Unit Cost Total Cost

Record Books 5pcs 30.00 150.00

Ballpens 20pcs 10.00 200.00
Yellow Paper 5pads 20.00 100.00
Bond Papers (Short and Long) 5reams 200.00 1000.00
Total 1,450.00

Table 6 presents the office supplies in the daily operation of MARINO

Marinated Dried Fish. Record books, ballpens, yellow pads and bond papers are basic

office supplies needed in taking notes of important information and specification of

customer’s orders.

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E. Location

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 Chapter 5

PRODUCTION PLAN

A. Manufacturing Process

Preparation of Raw Cutting the fish and

Removing of Scales and
Materials and Needed removal of
Internal Organs
Utensils unnecessary bones

Overnight marination of
Peeling and cutting the
Drying the fish the fish
spices for marination

Proceed to quality
Weighing /Labeling Storage/Distribution
assurance test to
assure production And Packaging and Sale
consistency

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B. Physical Plant

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Table 8. Physical Plant Requirement

Description Cost
Monthly Rental 3,000.00

Water installation 5,000.00

Electrical installation 5,000.00

Leasehold Improvements 100,000.00

Total 113,000.00

C. Machinery and Equipment Requirements and Costs

Table 9. Production Machine and Equipment

Item Qty Unit Cost Total Cost

1 30,000.00 30,000.00
Vacuum Sealer Machine
Exhaust Fan 1 1000.00 1,000.00
Stainless Steel Basin 20 200.00 4, 000.00

Storage Tanks 10 6,000.00 60,000.00

Drying Board 20 300.00 6,000.00

TOTAL 108,400.00

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D. Raw Materials Requirement and Cost

E. Table 12 Raw Material cost per batch (Plain Marinated)

Unit Total Cost/

Items Unit Qty
Price Preparation
Fish kilos 1, 848 P 80.00 P 147 840.00
Garlic kilos 86 160.00 13 760.00
Black Pepper kilos 5 640.00 3 200.00 Table 12
Calamansi kilos 401 30.00 12 030.00
Raw Salt kilos 57 15.00 855.00 Material
TOTAL P 177 685.00
cost per batch

(Spicy Marinated)

Unit Total Cost/

Items Unit Qty
Price Preparation
Fish Tuloy kilos 1, 848 P 80.00 P 147 840.00
Garlic kilos 86 160.00 13 760.00
Black Pepper kilos 5 640.00 3 200.00
Calamansi kilos 401 30.00 12 030.00
Salt kilos 57 15.00 855.00
Chili kilos 9 300.00 2 700.00
TOTAL P 180 385.00

F. Labor Requirements and Costs

Table 13. Salaries and Wages

No. of Monthly
Description Amount
Employees Salary
Manager 1 10,000.00 10,000.00
Cashier/Bookkeeper 1 6,000.00 6,000.00
Factory Worker (Direct Labor 3 5,000.00 15,000.00

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 Cost)
Total 5 31,000.00

G. Factory Overhead and Non-Manufacturing Cost

Factory Supplies

Particulars Annual Monthly

Plastic Packaging P 51, 600.00 P 4, 300.00
86 pcks @P50.00

Utilities Expense

Particulars Annual Monthly

Electricity P 18, 000.00 P 1, 500.00

Water 6, 000.00 500.00

Total P 24, 000.00 P 2, 000.00

Factory Equipment Depreciation

Particulars No. Price Total Cost Useful Annual Monthly

of Life Depreciatio Depreciation
Units n
Vacuum 1 P300,00 P300,000 10 P 3, 000.00 P 250.00
Sealer 0
machine
Exhaust 1 1,000 1,000 5 200.00 16.67
Fan
Stainless 20 200 4,000 5 800.00 66.67
Steel Basin
Storage 10 6, 000 60,000 10 600.00 500.00
Tanks
Drying 20 300 6,000 5 1 ,200.00 100.00

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 Nets
Total P 11, 200.00 P 933.33

Total Manufacturing Overhead

Particulars Annual Monthly

Rent Share P 27, 000.00 P 2, 250.00
[Production/Storage/Dryin
g Area (75%)]

Utilities (50% Share) 12, 000.00 1, 000.00

Depreciation Expense 11, 200.00 933.33
(Production Equipment)
Factory Supplies 51, 600.00 4, 300.00
Total P 209, 200.00 P 17, 483.33

Non-manufacturing Cost

Particulars Monthly Annually

Advertising Expense P 1, 000.00 P 12, 000.00
Permits and Licenses 166.67 2, 000.00
Repairs and Maintenance 2, 000.00 24, 000.00
Transportation Expense 2, 000.00 24, 000.00
Rent Expense [Office 750.00 9, 000.00
Share (25%)]
Salaries Expense [Cashier 8, 000.00 96, 000.00
and Manager (20%)]
Office Supplies 120.83 1, 450.00
Depreciation Expense 833.33 10, 000.00
(Leasehold Improvements)
Depreciation Expense 350.00 4, 200.00
(Furniture and Fixtures)
Depreciation Expense 278.33 3. 340.00
(Office Equipment)
Total P 15, 499.16 P185, 990.00

H. Capacity Planning

Table 13. Production Capacity

Year Marinated Dried Spicy Marinated Production

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 Fish (200g) Dried Fish (200g) Capacity
2021 5100 5100 100%
2022 53550 53550 105%
2023 56100 56100 110%
2024 58650 58650 115%
2025 61200 61200 120%

The table shows the production capacity of the business wich begin at

100% on the first year and increased by 5% on the succeeding years of operation.

Vacuum sealer machines of the facility are capable of producing the required quantity.

The facility is capable of producing 8500 packs per month.

I. Cost of Production per Unit

In calculating the cost production per unit, cost and expenses are

segregated as either direct material, direct labor and manufacturing overhead. The

computation of the unit cost of the two products differs in the direct materials where the

attributable cost in relation to the number of units produced is based on the number of

units produced of per specific product while the attributable cost applied in direct labor,

factory overhead and non-manufacturing cost is based on the total number of units

produced.

Table 16. Cost of Production per Month (Plain Marinated)

Nature of Cost Total Cost Cost per Unit

Direct Material P 177, 685.00 P 41.81
Direct Labor 15, 000.00 1.76
Factory Overhead 17, 483.33 2.06
Non-manufacturing Cost 15, 499.16 1.82
Total P 47.45

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Table 16. Cost of Production per Month (Spicy Marinated)

Nature of Cost Total Cost Cost per Unit

Direct Material P 180, 385.00 P 42.44
Direct Labor 15, 000.00 1.76
Factory Overhead 17, 483.33 2.06
Non-manufacturing Cost 15, 499.16 1.82
Total P 48.09

Chapter 6

OPERATIONS PLAN

A. Description of Companies Operation

MARINO Marinated Dried Fish will operate seven (7) days a week and

eight (8) hours a day. The company undertakes to observe full compliance of

government regulations. Employees shall be given a day off and other benefits

to assure an efficient operation from the management down to the rank and

file employees to the workers. Shown below is the time and schedule of the

operation of the company. The company values its employee and as

observance to this policy, the management adjusts the operation on Saturdays

and Sundays to give employees time to their family.

Days of Operation Time Schedule

Monday 9:00 am – 6:00 pm
Tuesday 9:00 am – 6:00 pm
Wednesday 9:00 am – 6:00 pm
Thursday 9:00 am – 6:00 pm
Friday 9:00 am – 6:00 pm
Saturday 5:00 am – 2:00 pm
Sunday 5:00 am – 2:00 pm

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 The table presents the schedule of work operations. During weekdays the site

will be open from 9am to 6 am. Weekends shall have a special schedule from

5 am to 2 pm to give ample time for the employees to bond their family.

B. Flow of Orders for Goods and Services

Customer

Inquiry

Distribution Outlet

Processing of Order

Order

Billing/Payment

End Process/Exit

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 The figure shows how the customer acquires the product. Customer first

inquire the product thru the distribution channels. The customer will then

order the product. Orders will then be placed. After payment, the customer

can enjoy the product.

C. Technology Utilization

Like every business, the proposed project will utilize technology to speed

production and operation. The plant size shall be installed with adequate water

facilities. It shall also be installed with proper lightning arrangements. The entire

business premises shall be monitored by a CCT Camera. The sales reports shall be

done thru a computerized sales and accounting system.

As the business will grow, huge machineries for mixing and marination

will be utilized. Packaging will also be operated thru an improvised machine in

the future.

Chapter 7

MARKETING PLAN

Demand

Table 10. 5-Year Projected Population of Dapitan City at 1.25% Growth Rate

Year Population

2021 88, 786

2022 89, 906

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 2023 91, 030

2024 92, 168

2025 93, 320

The table shows a 5-year projection of the city’s population based on an average growth

rate of 1.25%. It is calculated based on the 2020’s population (87, 700) multiplied by the

growth rate of 1.25%. The preceding year is multiplied by the growth rate to obtain the

projected year, so on and so forth. The product’s demand shown below is based on the

city’s projected population.

Projected Demand
212000
210000 210530
208000
206000 207931
204000 205364
202000 202828
200000
200324
198000
196000
194000 Figure 6. Projected
2021 2022 2023 2024 2025
Demand

The figure shows projected annual demand in kilograms of Marino Marinated Dried

Fish in the next five years of operation. It is calculated based on the data that 94% of the

population will eat dried fish. The demand rate is based on the data presented in chapter

2, which provides for the response for question 1 “Do you eat dried fish?”. The numbers

displayed above is computed by: first, to obtain the base number, multiply 94% to the

projected population, second to obtain the estimated number of household, divide the

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answer by 5, third, multiply the answer by 12kgs to obtain the demand of dried fish in

kilograms annually pursuant to the response in the question 6 which inquire on the

number of kilos consumed per month, majority replied 1 kilogram per month (12/yr)..

The number of persons per household is assumed to be 5 for purposes of estimating the

households in Dapitan City.

Market Share

The demand of dried fish in Dapitan city is supplied by the fish driers, Igan’s

Dried Fish Stall, Dapitan City Public Market and Dipolog City Public Market. The

business will soon compete with these existing markets. It is assumed that since the

business is new to the market it will just have a 10% market share.

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 10%

20%

50%

20%

Fish Drier Public Market

IGAN's DRIED FISH STALL MARINO Marinated Dried Fish

Figure 7. Market Share

The numbers shown above is based on the ground survey majority of the dried fish is

supplied directly by the fish driers themselves which accounts for 50%. The other

suppliers such as Igan’s Dried Fish Stall and Dapitan City Public Market both have a

market share of 20%. MARINO Marinated Dried Fish assumes to supply 10% of the

projected demand.

Product/Sales Forecasts

Production Schedule

Product Monthly Annually

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 Plain Marinated 4 250 packs 51 000 packs

Spicy Marinated 4 250 packs 51 000 packs

Total 8 500 packs 102 000 packs

The table shows the estimated production per month which in expressed per 200

grams packed. MARINO Marinated Dried Fish will produced 4, 250 packs of plain

marinated and another 4, 250 packs for spicy marinated variant of the product. Total

production is at 8 500 packs monthly and 102 000 packs annually.

The products will be sold in the display area of MARINO Marinated Dried Fish

to be located in the Barangay Tagulo, Dapitan City in the Province of Zamboanga Del

Norte, as well as department stores and consignment partners. It also accepts calls for

deliveries in any places in the neighboring cities and municipalities thru social media

marketing and mobile phone order system. It is assumed that all product produced are

sold and increasing 5%, 10%, 15% and 20% (based on 2021 production which is 102,

000 packs of which plain marinated and spicy marinated are both 4, 250 packs) on 2022,

2023, 2024 and 2025 respectively.

In 200 g pack
140000

120000

100000

80000

60000

40000

20000 i
0
2021 2022 2023 2024 2025

Plain Marinated Spicy Marinated Total

 Figure 2 Sales Forecast Chart

The graph shows projected sales of MARINO Marinated Dried Fish for the

next 5 years. The figures above are computed based on the preceding table for the year

2021 and is assumed to increase 5% annually. The figures in blue are the projected sales

for plain marinated (2021 -51 000, 2022 -53 550, 2023 – 56 100, 2024 – 58 650, and

2025-61 200). The figures in red are the projected sales for spicy marinated (2021 -51

000, 2022 -53 550, 2023 – 56 100, 2024 – 58 650, and 2025-61 200). Total sales are in

expressed in green (2021 – 102 000, 2022 – 107 100, 2023 – 112 200, 2024 – 117 300,

2025 – 122, 400). All figures above are expressed in 200 grams as packed.

Pricing

MARINO Marinated Dried Fish will use cost-based pricing in computing the

price of the product. Cost based pricing computes the production cost per unit plus a

fixed mark-up. Production cost per unit includes direct materials, direct labor, factory

overhead and other non-manufacturing cost.

Table 1. Price to be adopted

Product Direct Direct Factory Non- Peso Total

Material Labor Overhead manufacturin mark-up Price
g cost per
unit
Plain P 41.81 P 1.76 P 2.06 P 1.82 P 21.55 P 69.00

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 Marinated
Spicy 42.44 1.76 2.06 1.82 25.91 P 74.00

Marinated

The table shows the price to be adopted by the enterprise using cost-based pricing. Plain

and Spicy Marinated Dried fish will be available in 200 grams pack for P 69 and P 74

respectively. Said Amount is obtained by adding P21.55 (Plain) and P 25.91 (Spicy) to

the production cost.

Distribution

PLANT SITE PACKAGING DELIVER

END- RETAIL DELOAD

USER/COSTUMER OUTLETS

Figure 6. Distribution Flow

To maximize the sales, Torte Dulce will be available to the market via direct

selling, retail, pre-order, and consignment. The business area of operation will have a

display store which serve as a direct and retail store to which the customers can buy on a

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walk-in basis. From the plant site pack the products and deliver in any retail outlet which

is in NegosyoCenter, Prince Hypermart and Vallecer’s and up to the end user.

Customers may also order the product thru phone call, text and online

mechanisms. In this digital millennial, where technologies are accessible even those of

low income earners, distribution via the use of social media applications is but a wise

strategy. Torte Dulce expects a large volume of sale ordered thru social media.

The product will also be consigned in major departments store nearby –

Vallecer’s, Prince Hypermart and Thea Supermarket. It can also enter into product

distribution agreement with the Go-NegosyoCenter operated by the City Government of

Dapitan and the PasalubongCenter to cater the demand of the foreign tourist.

C. Promotion

In generating demand and promoting awareness to the new product, radio

advertising, pamphlets and tarpaulins will be used by the venture to efficiently expose the

entry of the product to the market. Internet and social media promotion is also a best

advertising platform to invest in as these type of advertising is less costly and are very

effective. Referrals and word-of-mouth will also be employed.

MARINO Marinated Dried Fish will employ multiple product and advertising

strategies to augment its demand and compete with the existing supply of traditional

dried fish thru, an efficient distribution agreement, trade fairs, product exportation to

neighboring towns, free sampling and effective advertising arrangements. The

management will enter into an consignment agreement with the distribution partners

including but not limited to department stores, public markets, convenience stores and

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retail agents. Such agreement will includes just commissions as a reward for the

distribution partner.

To have mass product engagements, the management will also join trade fairs

conducted by the City of Dapitan and neighboring towns to expose the product to

consumers, exporters, and businessman that may become partner with the venture. To

increase product demand, MARINO Marinated Dried Fish, will be exported to other

areas the said target market. Free tasting will also be utilized during the first three months

of operation to let the consumers peek on the quality of the product offered. Market

agents will also be hired on the 1st month of operation to iniatiate house to house selling

strategy. This is to let the families know that there is a new brand of dried fish in the city.

STRENGTHS WEAKNESSES

SWOT Analysis Unique and Innovative

Limited marketing budget to
Affordable Products develop business awareness

Raw Materials are readily New to the market i

Available

Competent employees with

pleasing attitude
 OPPORTUNITIES S-O
Business growth Promoting the business by the
use of social networking sites
High tourist numbers and other websites that helps to
increase the sales of the
High chance of profit business
Continuous product innovation
thru customers response and
Bigger market share product research
Stringent hiring process and
employee awarding to sustain
effective and efficient staff to
maximize production target
W-O
Closely monitoring
competition and safety of
trade secrets to achieve
competitive advantage
Advertising the product thru
posters in travel agencies and
pasalubong centers
Continous product development
to achieve a bigger share in the
market

THREATS S-T W-T

Staff competence
Seasonal supply of raw materials
New business competitor at the
same kind of business operational
engagement
Focus on quality trainings
and client/customer service
Storage of raw materials
during high season supply
Attractive and upscale
ambiance of the
establishment will help the
locality promote the tourism
industry
Team building activities to
retain staff and persuade
them nit to transfer to the
competitors
Avoid supply spoilage for
efficient supply usage
Develop a strong
competitive advantage

Figure 7.2 SWOT Analysis for MARINO Marinated Dried Fish

The figure shows the strength, weakness, opportunities and threats of the

business. Business strengths include uniqueness, affordability, abundance of raw

materials supply and trained employees. Possible weakness are limited marketing budget

i
and a new entrant to the market. Opportunity for business growth, and high tourist are

also seen. Staff competence and seasonality of the supply of raw materials potentially

threa

Chapter 8
ORGANIZATIONAL PLAN
A. Form of Ownership

Organizational feasibility is one of the areas of concerns of every business. It

serves as the backbone of all organization. It aims to provide an efficient channel of

command responsibility as well as compensation of employees.

MARINO Marinated Dried Fish will be operating under a single ownership

form of business – sole proprietorship. This is the simplest form of business organization

where the business will be managed by a single person – the sole proprietor. The business

will be managed by the owner of the business. The owner will be the one who will

manage and control all the things in the business. The business will be owned by

Magencio Andag Jr. and will be managed by Reynier Alvarido.

B. Roles and Responsibilities of the Members of Organization

Job title Job Responsibilities

i
 1. Manager  He shall be responsible for planning, directing and
overseeing the operations and fiscal health of the
business organization.

 The manager is responsible for overseeing and leading

all the employees

 Directs the operation of the business from the

procurement of supplies, manufacturing process, quality
control, selling and promotion of the product.

 
2. Bookkeeper/Cashier
 Responsible for
accountinig and
bookkeeping
 Invoicing
 Accruals
 Bank reconciliations
 Keep track of inventory
 Other duties that be
assigned from time to time

3. Workers  Responsible for preparation of ingredients and the entire

manufacturing process
 Responsible for the health and sanitation of the entire
business premises
 Ensure that the finish products are within the parameters of
consistency and quality

D. Organizational Structure of MARINO Marinated Dried Fish

i
 Manager

Cashier/Bookeeper

Worker Worker

Figure 9. Organizational Chart of MARINO Marinated Dried Fish

Chapter 9

FINANCIAL PLAN

FINANCIAL ASUMPTIONS

i
 Appendix A

Republic of the Philippines

JOSE RIZAL MEMORIAL STATE UNIVERSITY
 The Premier University in Zamboanga Del Norte
Main Campus, Dapitan City
COLLEGE OF BUSINESS AND ACCOUNTANCY

July 12, 2018

Dear Respondent,

The undersigned are undergraduate students of Bachelor of Science in Hotel and

Restaurant Management of Jose Rizal Memorial State University, Main Campus, Dapitan
City, are conducting a business plan proposal entitled, “MARINO Marinated Dried
Fish” as part of the requirements of the subject Business Plan.

In this regard we would like to ask your help, by answering our survey
questionnaire honestly. Rest assured that all your responses will be kept confidential.
Thank you very much for your cooperation. God bless you and more power.

Very truly yours,

Magencio Andag Jr.

Erman S. Gallemit
Reynier Alvarado

Researchers

Noted by:

PROF. BELINDA TORRES

Instructor/Adviser

i
 Appendix B

MARINO Marinated Dried Fish

Brgy. Tagulo, Dapitan City
Zamboanga Del Norte

Survey Questionnaire

I. Profile

Name (Optional): ______________________________ Date: ________________

Address : _________________________________________________________

Direction: Please put a check (√) on the parenthesis as provided:

Survey Question
1. Do you eat dried fish? [ ] Yes [ ] No

2. Have you eaten a marinated dried fish? [ ] Yes [ ] No

3. How often do you eat dried fish?

[ ] Everyday
[ ] weekly
[ ] twice a month
[ ] Monthly
[ ] Occassionally

4. Where do you buy dried fish?

[ ] Fisherman
[ ] Public Market
[ ] Department Stores

5. Which taste of dried fish do you prefer to eat?

[ ] Plain Salted
[ ] Marinated
[ ] Spiced

6. What amount of weigh do you buy dried fish?

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 [ ] 250 grams
[ ] 500 grams
[ ] 1 kilogram
7. How do you buy dried fish?
[ ] On Site
[ ] Thru Mobile Phone
[ ] Thru Social Media