Objective of the study

The objective of this study is to determine the target consumer, market share and

its competitors.

Methodology

To help the proponents assess the feasibility of this study, the proponents will

conduct a survey to the target market through a questionnaire. Other information will be

gathered from the diligent study and observation of the proponents.

The Target Market

The target customers will be the residents of Santiago City namely Calao West

and Rizal.

Table 1. Population of Target Customers

Barangay Population
Calao West 16,684
Rizal 1,484

Target Consumers Sampling

Table 2. Frequency and Percentage of Customer

TARGET Population
Sampling size
CONSUMERS
Calao West 1,484 *32
Rizal 16,684 359
Total 18,168 **391
*1,484/18,168*391
**18,168/(1+18,168*.052)

Survey Results
 The proponents used the Slovin’s Formula with 5% margin of error in finding the

valid number of samples from the target population to be used in floating the survey

questionnaires. According to the study conducted, the following results occurred:

Table 3. Frequency and Percentage of Respondents as to the question,

“Gender”

GENDER FREQUENCY PERCENTAGE

Male 156 39.90%
Female 235 60.10%
Total 391 100%

As reflected in Table 3, out of 391 respondents, 39.90% are male and 60.10% are

female. Evaluation of the gathered data discloses that majority of the respondents were

female.

Table 4. Frequency and Percentage of Respondents as to the question,

“Age”

AGE TOTAL PERCENTAGE

18-23 124 31.71%
24-30 137 35.04%
31-35 87 22.25%
36 and above 43 11%
Total 391 100%

The above table shows that out of 391 respondents, 31.71% ages from 18-23

years old, 35.04% ages from 24-30 years old, 22.25% ages from 31-35 years old, and

11% ages from 36 and above.

Table 5. Frequency and Percentage of Respondents as to the question,

“Occupation”
 OCCUPATION FREQUENCY PERCENTAGE
Employed 179 45.78%
Self-employed 81 20.72%
Unemployed 107 27.37%
Student 24 6.14%
Total 391 100%
Table 5 shows that 45.78% of the respondents are employed, 20.72% are self-

employed, 27.37% are unemployed and 6.14% are students.

Table 6. Frequency and percentage of respondents as to the question,

“Do you engage to food delivery sevices?

RESPONSE FREQUENCY PERCENTAGE

Yes 85 21.74%

No 306 78.26%

Total 391 100%

Table 6 shows that out of 391 respondents, 85 or 21.74%engage to food delivery

services and 306 or 78.26% do not.

Table 7. Frequency and Percentage of Respondents as to the question,

“Would you like to have a food delivery service that is similar with Grab Food/Food

panda in Santiago City?”

RESPONSE FREQUENCY PERCENTAGE

Yes 226 57.80%
No 165 42.20%
Total 391 100%

The table above shows that out of 391 respondents, 226 respondents or 57.80%

likes to have a food delivery service like GrabFood/Food Panda in Santiago City and 165

respondents or 42.20% doesn’t.

Table 8. Frequency and Percentage of Respondents as to the question,

 “Are you willing to purchase your food through this kind of service?”

RESPONSE FREQUENCY PERCENTAGE

Yes 117 51.77%
No 109 48.23%
Total 226 100%
Table 8 shows that out of 226 respondents that wants to have a delivery service

like Grab Food/Food Panda in Santiago City, 117 respondents or 51.77% want to

purchase through this kind of service and 109 respondents doesn’t want to.

Table 9. Frequency and Percentage of Respondents as to the question,

“If we are to establish T.G.F (To-GoFood), are you willing to avail the purchase and

delivery service?”

RESPONSE FREQUENCY PERCENTAGE

Yes 76 64.96%
No 41 35.04%
Total 117 100%

As shown in table 8, Out of the 117 who are willing to purchase through the kind

of delivery service, 64.96% are willing to avail the service through T.G.F (To-GoFood)

and 35.04% are not willing.

Table 10.a. Frequency and Percentage of Respondents as to the question,

“Rate of willingness”

PROBABILITY FREQUENCY PERCENTAGE

1-20% 9 11.84%
21-40% 14 18.42%
41-60% 21 27.63%
61-80% 19 25%
81-100% 13 17.11%
Total 76 100%
 Table 10.a shows that out of 76 respondents who are willing to patronize the

service provided by T.G.F (To-GoFood), there are 13 persons or 17.11% that are willing

to purchase through T.G.F with 81-100% probability.

Table 10.b. Total Average Probability

FREQUENCY AVERAGE
MID-PROBABILITY FREQUENCY
PERCENTAGE PROBABILITY
1%+20%/2=10.5% 9 11.84% 1.24%
21%+40%/2=30.5% 14 18.42% 5.62%
41%+60%/2=50.5% 21 27.63% 13.95%
61%+80%/2=70.5% 19 25% 17.63%
81%+100%/2=90.5% 13 17.11% 15.48%
Total 76 100%
TOTAL AVERAGE
53.92%
PROBABILITY

Table 11. Frequency and Percentage of Respondents as to the question,

“I would like to order through a food delivery service because”

FREQUENCY OF
REASONS PERCENTAGE
MENTION
It is convenient. 68 32.54%
I have work and I don’t have time
49 23.44%
to buy even if I want to.
I don’t have enough time to cook
38 18.18%
my food.
The location of the
store/restaurant/food chain is too 43 20.57%
far.
Sometimes I have unexpected
11 5.26%
guests.
Total 209 100%

The table shows that the most frequent reason of the respondents to deliver their

food is the fact that it is convenient for them which gained 68 or 32.54% mentions. The
least reason, on the other hand is because sometimes they have unexpected guests which

had 11 or 5.26% mentions.

Table 12. Frequency and Percentage of Respondents as to the question,

“If you purchase your food through T.G.F, how often do you want your food

delivered?”

REGULARITY FREQUENCY PERCENTAGE

Everyday 8 10.53%
Every Other Day 25 32.89%
Once a week 43 56.58%
Total 76 100%

Table reveals that 10.53% of 76 want their food to be delivered by T.G.F every

day, 32.89% on every other day and 56.58% once a week.

Table 13. Frequency and Percentage of Respondents as to the question,

“On what time would you most likely use a food delivery service?”

REGULARITY FREQUENCY PERCENTAGE

Mornings (Breakfast/brunch) 8 10.53%
Noontime (Lunch) 24 31.58%
Afternoon (breaks) 13 17.11%
Evening (dinner/work meal) 31 40.78%
Total 76 100%

The table shows that out of the 76 respondents, 8 or 10.53% will most likely use

delivery service in mornings, 24 or 31.58% in Noontime/Lunch, 14 or 17.11% in

afternoon/breaks and 31 or 40.78% in evenings.

MARKET SHARE

Table 14. T.G.F (To-GoFood) Percentage Share

Percentage of Percentage of Total average Market Share

respondents who respondents who probability (see
engage in food are willing to Table 10.b)
 patronize our
delivery services
service.
(see Table 6)
(see Table 9)
21.74% 64.96% 53.92% 7.61%

*21.74%X 64.96% X 53.92%

PROJECTED SALES

Table 15. Computation of Target Customers

Average Count of Population (Target Customers) *9,084

Market Share X 7.61%

Target Customers per day 692

The Average count of population is derived from the sum of the population of

barangay Calao West (1,484) and barangay Rizal (16,684). The sum, which is 18,168, is

divided by 2 to get 9,084.

Table 16. Projected Demand per week

Percentage of
Target respondents who
No. of
Customers wants their food Number of
Regularity Purchase
per Day delivered through Demand
Days
(see Table 15) T.G.F
(see Table 12)
Everyday 692 10.53% 6 437

Every other day 692 32.89% 3 683

Once a week 692 56.58% 1 391

Total Demand       1,511

per Week
 The number of demand is computed by multiplying the target customers per day

derived from Table 15 to the percentage of respondents who wants their food delivered

through T.G.F from Table 12 and the number of purchase days in a week of operation.

Table 17. Projected Sales

Number of
Regular Service
Regularity Demand Total Sales
Fee
(see Table 16)
Everyday 437 60 26,220

Every other day 683 60 40,980

Once a week 391 60 23,460

Total Sales per Week 1,511 60 90,660

The amount of the total sales per week is computed from multiplying the number

of demand from table 16 by the regular service fee of P60.00. From the formula, the total

sales per week of P90,660 per week is derived.

Table 18. Projected Demand of Delivery Service

The sales are computed based on the results given by the respondents. The

increases on the sales are based on the average increase on the population number yearly

(see Table 19) and are estimated to be

Year Year 1 Year 2 Year 3 Year 4 Year 5

Projected Demand *72,528 **76,046 79,734 83,601 87,656
*Projected Weekly Demand x Operating Days in a Year
1,511x (4 weeks x 12 months)

**Previous Projected Demand x (1 + Growth Rate)

72,528 X (1+4.85%)

Table 19. Average growth rate per year

Year 2015 2019

Population (2 Barangays) *15,214 18,168
Percentage Increase in population (4 years) 19.42%**
Average percentage Increase (yearly) 4.85%%***
*1,411+13,803

**Current Year Population – Previous Year Population

Previous Year Population
***19.42%/4 years

Marketing Strategies and Program

Social Media, the most economic and low cost advertising platform, will be used

to introduce and market the T.G.F (To-GoFoood) delivery service. In addition to this,

advertising posters or tarpaulins as well as word of mouth could also be an effective way

to make our business known to the public. In terms of discounting, the company will give

coupons on the customers that will be redeemed for a free delivery service. In every

delivery exceeding P250.00, a coupon will be given. After collecting ten (10) coupons,

the customer shall present it to the delivery boy and the next delivery will be free of

charge.

Service and Service Pricing

To-Go Food will provide services such as buying the customers ordered food or

by getting their pre-ordered food from their choice of store. They will have an access to

our service through sending a direct message to our page online. The customers will

answer few personal information questions (Name, Delivery Address, Contact Number)

before stating their orders. And then the company verifier will go to that certain customer

if the name and address they gave are existing just to ensure the security of the company

and to save losses from bogus buyers. If it is confirmed that the customer’s information is

correct, the verifier will then notify the attendant. After which, the attendant will order

the food to the preferred restaurant of the customer and the delivery boys will pick the
orders up and deliver the same to the customers. The food stores that the customers can

order their foods are restaurants/food-chains/home-based stores that are located in

Santiago City. The menus of these stores are posted on the T.G.F’s Facebook page. With

regards to this, the regular price of our service will be at a rate of 40php per delivery and

an additional rate on some barangays.

Table 20.a Service rate per barangay

Distance from
Barangay Centro Santiago Rate (Php)
City (km)
1 Abra 5.9 45
2 Ambalatungan 3.1 40
3 Balintocatoc 6.6 45
4 Baluarte 3.5 40
5 Bannawag Norte 11 50
6 Batal 5 40
7 Buenavista 1.2 40
8 Cabulay 6.9 45
9 Calao East 2 40
10 Calao west 0.8 40
11 Calaocan 2.2 40
12 Centro East 0.5 40
13 Centro West 0.3 40
14 Divisoria 7 45
15 Dubinan East 0.55 40
16 Dubinan West 1.5 40
17 Luna 12 50
18 Mabini 2.4 40
19 Malvar 2.3 40
20 Nabbuan 5.2 45
21 Naggasican 7.2 45
22 Patul 3.8 40
23 Plaridel 1.6 40
24 Rizal 4.3 40
25 Rosario 2.3 40
26 Sagana 2.8 40
27 Salvador 6 45
28 San Andres 2 40
29 San Isidro 10 45
 30 San Jose 16 55
31 Santa Rosa 14 50
32 Sinili 8.3 45
33 Sinsayon 5.9 45
34 Victory Norte 0.9 40
35 Victory Sur 1.6 40
36 Villa Gonzaga 6 45
37 Villasis 0.65 40

Table 20.b Basis of Rate and additional Service fee

Distance Rate
0-5 km 40
5.01-10 km 45
10.01-15 km 50
15.01-20 km 55

COMPETITOR ANALYSIS

Table 21. Competitor Analysis

Our Beelivery is a PasaBuy is a delivery

Competitors delivery service service and courier
company located at company also located
City of Santiago. at Santiago City

Target Office, hospital, local Office, hospital, local Office, hospital, local
customers government unit government unit government unit
 workers and workers and workers households
households households

Service Ranging from 70php- Ranging from 70php- Ranging from 40php-
pricing 75php 75php 55php

Marketing Customer loyalty Has a lot of business Lower price than the
strategy cards to attract more and restaurant direct competitors but
customers partners and still enough to recover
constituents costs and still gain
profit;

Customer Loyalty
Card

Strengths Known to the Variety of services Practicable; Attentive

customers for being offered like delivering response to
responsive with well- ordered food, customers’ orders or
mannered delivery medicines; running questions, guaranteed
boys. errands and accurate delivery