Pamantasan ng Lungsod ng Maynila

(University of the City of Manila)

Gen. Luna cor. Muralla Sts.
Intramuros, Manila
College of Business and Government Management

In Partial Fulfillment with requirements

In Project Development Management

Submitted by:
Austin Lambert L. Angeles
Tyrone Paul Bajacan P.
Joel Estoesta L
Arnil Jao L. Gervacio
Clynth B. Labastida

Submitted to:
Sonia F. Manlangit, Ed. D.

September 2018
 Table of Contents
Chapter I: Background of and Purpose PAGE

A. Introduction 1
B. Current Situation 3
C. Product 3
D. Market 5
E. The Resource Based Concept 6
F. Financial 6
G. Human 7
H. Physical 8
I. Reputation 14
J. Organization 15
K. Mission 16
L. Vision 16
Chapter II: Objectives

A. Short-term Objectives 17
B. Long-term Objectives 17
Chapter III: Market Analysis

A. Overall Market 18
B. Specific Market 18
C. Competitive Market 18
D. Macro-Environmental Factor 19
E. Technological Factor 20
F. Political Factor 20
Chapter IV: Development and Production

A. Production Process 22
B. Resource Requirement 30
C. Quality Assurance 31
Chapter V: Marketing

A. Overall Concept and Orientation 32

B. Marketing Strategy and Resources 32
C. Service 33
D. Promotion 33
E. Pricing Strategy 35
F. Benefits of the Customer 37
G. Benefits of the Community 38
H. Sales Forecast 38
I. Demand 39
J. Supply 43
K. Demand – Supply Analysis 45
 1

Chapter I

Background and Purpose

A. Introduction

The Industry

According to EuroMonitor International, Cakes and Pastries, despite growing at a

relatively sluggish pace, baked goods still continues to offer growth opportunities for

manufacturers and retailers alike. Catering to indulgence trend in the some of the

fastest growing markets in the world, pastries stand out as the biggest contributor to

global growth. This report also covers how subsidies may impact bread purchases, and

what the changing regulatory environment entails for manufacturers of baked goods.

Pastries is the fastest growing category among baked goods, accounting for

almost 80% of absolute volume growth over 2008-2013. Product innovation and

increased penetration in fast growing regions such as Asia Pacific and Latin America

are the main drivers of this increase.

In a survey released in 2013 by the Annual Survey of Philippine Business and

Industry (ASPBI), the number of manufacturing establishments for 2010 reached more

than 16,000. Interestingly enough, manufacturers of breads, pastries, cakes, pies and

other similar perishable bakery products accounted for 20.3 percent or more than 3,000

of the total number of establishments.

This was a far cry from a time when small, independent neighborhood bakeries

catered mostly to residents of small towns and barangays to the massive industry that it

is today where bakeries are now conspicuously present in malls and other large
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commercial areas. The industry has grown to what is now a large-scale concern also

evidenced, not only the proliferation of many branches by the key players, but also by

the entry of foreign brands.

The growth of the industry has not only been a source of employment; it has

been responsible for changing the way Filipinos eat and enjoy food that was, only a few

decades ago, not the usual fare (The Philippine Star, 2015)

The Company

The Tastell Cakes and Pastries is a to-go store that will cater a unique variety of

cakes and pastries in which different styles and flavours will be shown. This store will

also promote its products creativeness and uniqueness in which upon tasting such

desserts, will be like another experience for them. Tastell is a convenient and

accessible place to satisfy a person’s sweet and other flavour’s craving. In just few

minutes, a heavenly served dessert and pastry will be at person’s hands.

Tastell does not only sell sweet and delectable kind of cakes and pastries but

several flavor like savory, smoky and salty kind of pastry. Also, breakfast being the most

important meal of the day was made more special by Tastell for they are offering

different variants of cakes and pastries suitable for those looking for a delicious

breakfast.
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B. Current Situation

Current Situation of the Industry

 Place

Tastell will be recognized as an affordable priced, high-quality and convenient

pastry shop around the city that will surely capture the interests of the people. The shop

will be located in Sta. Ana, Manila which consists of clusters of medium to high class

business establishments, villages, offices, schools and the rest of the neighborhood that

would want to try and visit the shop. People will not just buy the products but they also

buy the experiences of tasting the freshly baked products.

 Promotion

Tastell will have its own website and social media accounts which will include

details about the shop. Promotion of products will be through the use of Facebook,

Twitter, Instagram etc. For the first 1000 likes and shares, Tastell will choose 10

winners that will have chance to get a free taste to all the products plus discount

vouchers on the first purchase. Advertisements will be done by means of distributing

brochures and flyers to every people walking outside the shop on the soft opening. And

later, Tastell will distribute flyers and brochures to other places and nearby cities. Free

delivery will also be part of the promotion since it’s a convenient cake and pastry shop.

C. Product

Tastell offers wide variety of unique pastry that will serve you freshly baked products

(cookies, muffins, brownies, cakes, pies, cupcakes, breakfast pastries etc.). It will
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assure that the sanitation in the kitchen will be strictly monitored starting from the

ingredients in the storage up to the packaging of our products.

Cakes

a. Chocolate

b. Mocha

c. Vanilla

d. Strawberry

e. Caramel

f. Red Velvet

g. Black Forest

h. Cookies n’ Cream

Pastries

a. Tuna Pandesal

b. Egg Pandesal

c. Banana-oatmeal Bread

d. Cinnamon Roll

e. Apple pie

f. Chocolate chip brownie

g. Cheese Tart

h. Matcha Tart
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Prices

Cakes Slice Whole

Chocolate 125 1,250
Mocha 105 1,050
Vanilla 105 1,050
Strawberry 105 1,050
Caramel 105 1,050
Red Velvet 120 1,200
Black Forest 115 1,150
Cookie n’ Cream 120 1,200
Matcha 130 1,300

Pastries Prices
Tuna Pandesal 70
Egg Pandesal 55

Banana-oatmeal Bread 80

Cinnamon Roll 85

Apple pie 105

Chocolate Chip brownie 75

Oatmeal Cookie 60

Cheese Tart 65

Matcha Tart 85

D. Market

There is no particular market for Tastell Cakes and Pastries. Regardless of the age, gender or

socioeconomic status, all the products offered by Tastell is available to everyone. Increase in

urbanization and innovation drive the growth of this market. The rise in demand from millenials,

due to the availability of in-store bakeries, also contributes to the growth.

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E. The Resource Based Concept

According to resource-based theory, organizations that own “strategic resources” have

important competitive advantages over organizations that do not have. The resource-based

concept has four characteristics namely: Valuable, Rare, Difficult to Imitate and Non-

substitutable.

STRATEGIC RESOURCES EXPANSION

Because the company has various methods to cope with the

latest trends in cakes and pastries, it is indeed the goal of the
VALUABLE
company to sell not just typical products already sold in the
market but those which are only available by us, personally
crafted to our customers. Another thing is Tastell Cakes and
Pastries don’t depend on large machinery to operate, which is
costly and expensive.

Tastell cakes and pastries, unlike other shops, is a one-stop

cake shop, customers won’t have any hassle time to buy what
RARE
they want, the ease of transaction and of minimal time to pick
their orders makes the shop standout. Moreover, Tastell offers
free seminars and workshops to interested applicants who are
willing to be part of the growing workforce.

Tastell Cakes and Pastries does not only offer cakes and
pastries but also unique breakfast pastries for people who are
DIFFICULT TO IMITATE
on-the-go and wishes to save time. This concept of Tastell
made it unique and difficult to imitate for this is a first in the
location of the business.

NON-SUSBSTITUTABLE What makes the business non-substitutable is its branding.

Tastell offers products which undergoes process that are not
complicated. Products are mainly created by Chefs and staffs.
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F. Financial

Since Partnership is the form of business structure the business adapts, the

collated funds of the owners will be used to headstart the business operations.

Most of the portion will and shall be allocated to prepaid payment of rent. The

other portion will be used to purchase machineries, furniture and fixture,

equipment, legal requirements and security of business.

G. Human

Human resource plays a vital role in attaining the business goal and maintaining

a good relationship with its customers. As the business that serves best pastry, the right

person with experience must be assigned to do the job

The general manager is tasked to management and maintenance of the pastry

business. He is responsible for maintaining the equipment, supplies, hospitality services

and event organizing. As a pastry business manager, he oversees all aspects on

development and management including that the ingredients must be sufficient to

produce enough pastries for the customers.

The staffs are required to have a pleasing personality and equipped with

communication skills. The staffs are designated into different department of the

business, the cashier, the bakers, deliveryman and sanitary janitors.

The security guards are in-charge for security not only the area but also the

customers of the Tastell. They must have a knowledge to perform perimeter search and

perform first-aid.
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The bakers have the knowledge of the different recipes that the business has to

offer. They are knowledgeable to operate equipment and use them properly.

To date, Tastell have employees to cater high quality service to the customers

and ensure its mantra on giving them sweet experiences consisting of three (1) head

baker, two (2) baker’s assistant, two (2) head clerk, two (2) shop assistants, one (1)

manager, one (1) assistant managers in operations and the shop. Each employee has

an enough skill to do their individual job also these employees will be properly

compensated.

Several seminars, trainings, annual outing and excursion and workshops will be

conducted for both work improvement and development and risks reduction

management for the growth of the company and the growth of the employees in it.

H. Physical Resources

The Tastell is located at 2235 M. Roxas St. corner Suter St. corner Vesta St.,

Sta. Ana, Manila. It is a brand new three (3) storey commercial, office and clinic spaces

for lease with elevator for second floor and third floor tenants/customers. Highly

commercial located near jeepney lines (Pedro Gil St.) tricycle terminals going to Makati

Ayala Circuit (M.Roxas St.), Sta Ana Public Market, Savemore, Sta Ana Church,

restaurants, schools and banks. Each unit has its own toilet and sink, separate Meralco

meter and sub-metered Manila Water connection. Floor Area: 30 square meters to 44

square meters each unit..Unit 308 (32 sq.m.) – 25K plus 12% Vat
 9

Figure 1.1 Floor Plan of Market Plaza in Sta, Ana Manila

 10

*Actual Photos of the Location

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Machinery and Equipment

It's used for spreading frostings on cakes and

spreading thick batter in pans. It's much
better than a regular spatula because the
lowered spreading surface makes it easier for
you to hold the spatula and still create a flat,
level surface. Offset spatulas are available in
Offset Spatula mini sizes all the way up to huge spatulas for
large cakes. These are easy to find outside of
professional kitchens, but they are
indispensable to most pastry chefs
The raplette dough spreader is a rare tool
that allows pastry chefs to spread dough in a
raised mass. In other words, instead of using
a spatula to smear some dough on
parchment paper and then try to flatten it to a
Raplette Dough Spreader specific height all over, the chef uses the
raplette to smooth out the dough at a certain
height that the raplette is set to
A microplane zester is necessary for any
pastry chef who uses citrus peel garnishes..
Box graters just don't offer the control that
you need as a pastry chef to get nice, distinct
Microplane Zester flakes of fresh citrus peel.
Home bakers usually can make do with a
couple of square pans, a 9"x13" pan, and a
round cake pan that's either 8 or 9 inches
across. But professional pastry chefs need all
sizes and all shapes of cake pans. From tiny
2-inch round pans to massive sheet pans, a
Cake Pans prepared pastry chef will have a complete set
that covers all possible sizes.
In cooking, the conventional oven is a
kitchen appliance used for roasting and
heating. Foods normally cooked in this
manner include meat, casseroles and baked
goods such as bread, cake and other
Oven desserts.
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Commercial refrigerator, a self-

contained refrigerator that uses or is
designed to be used with a vapour-
compression refrigeration system and whose
compartments are all designed for the display
or storage of food, beverages or flowers at
temperatures at or above 0°C.
Commercial
Refrigerator
Refrigerators are used to extend the shelf
life of perishable foods and cool food and
drink that tastes better cold.

Refrigerator
A pastry blender is a cooking utensil used to
mix a hard fat into flour in order to make
pastries. The tool is usually made of narrow
metal strips or wires attached to a handle,
and is used by pressing down on the items to
be mixed. It is also used to break these fats
into smaller pieces.
Pastry Blender
Used for mixing, whipping creams or egg
whites, preparing ingredients, raising
breads, or just storing food in the
refrigerator

Mixing Bowls

Measuring Spoons These are used for measuring small amounts

of ingredients such as spices, leaveners, and
extracts, and very small amounts of liquids.
Pour liquids, such as vanilla extract, to the
rim of the spoon; level dry ingredients, such
as salt or baking soda with a straightedge
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A measuring spoon is
a spoon used to measure an
amount of an ingredient, either
liquid or dry, when cooking.
Measuring spoons may be made
of plastic, metal, and other
materials. They are available in
many sizes.

Mixer

A table top or handheld machine that

can knead bread doughs using a hook
and whip butter and eggs together with
the whisk attachment for flaky cookies.

Spatulas These tools has many uses including

scraping batters down from the sides and
bottom of a mixing bowl, spreading fillings,
stirring stovetop custards and chocolate
while heating, folding lighter ingredients into
heavy batters, scrambling eggs, and more.

Used to whisk or stir wet or dry ingredients

together, beating egg whites or cream,
stirring ingredients as they heat in a
saucepan and folding ingredients together

Whisk
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Rolling pins Used for shaping and rolling dough; essential

for rolling pie pastry, sugar cookie dough,
and bread dough

Baking sheets These are rimless, flat metal sheets, perfectly

designed for placing rows of doughs.

I. Reputation

The shop’s name Tastell which came from the two words connected Taste and

Tell was basically an idea to give the new and delectable taste of cakes and pastries

product, the identity for having the good taste, and telling the good experience to other

people. The shop come up to cater and satisfy not just the sweet cravings of the people

in this generation but to satisfy their craving to different variations of pastry also, for

them to not just eat the piece of cake but to experience it. Tastell believes that dessert

should be easy and be an experience.

It’s tagline, “Our mission? Your satisfaction.” Was made to really cater and

suffice the customer’s cravings in cakes and pastries. Tastell wants to assure its

customers that it will provide them only the best and high-quality cakes and pastries.
 15

J. Organization

Tastell Cakes and Pastries

Organizational Chart

MANAGER

ASST. MANAGER

HEAD BAKER

BAKER ASSISTANT BAKER ASSISTANT

HEAD CLERK HEAD CLERK

SHOP ASSISTANT SHOP ASSISTANT

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K. Mission

We are a business that wants to become known on the sweet world of cakes and

pastries for its quality and convenience by serving different desserts that will cater

people with sweet-tooth customer in a good quality and convenient way. We also want

to be people “to-go” place for cakes and pastries not for the sweets only, but to different

variants of pastries.

L. Vision

A store that aims to serve the best-tasting and most delicious cake and pastries

in a most convenient and accessible way that will showcase distinct flavors making a

unique and tasteful desserts and provide its customers a sweet experience they will

treasure in their hearts forever.

Also, The Tastell aims to become the #1 to the people when it comes to

desserts particularly cakes and pastries.

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Chapter II

Objectives

A. Short-Term

 To gain enough capital for a better and bigger expansion of the place, variety of

products and customers.

 To cater different people with different preferences of desserts

 To introduce delectable and mouth-tasting desserts

B. Long-Term

 To be the one-stop shop everyone will go when it comes to cakes and pastries

 To be Philippines’ number one convenient cakes and pastries shop

 To serve a wide variety of desserts that will achieve the company’s mantra which

is to bring quality, accessibility and experience to the customers.

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Chapter III

Market Analysis

A. Overall Market

The Tastell Cakes and pastries will appeal to urban residents such as employees,

students and residents residing to the nearby location, Sta. Ana, Manila, who wants

high-quality, convenient, fast and delectable baked goods at a good and reasonable

price.

B. Specific Market

Members of this market includes people on social media. This market is largely

made up of singles between the ages of 21 to 30, single in the age bracket without

children, who are active and into buying products and making transaction on social

media. As they are the one who wants to explore stores serving different styles and

flavours of a particular product in our case, it’s the cakes and pastries.

C. Competitive Factor

The Tastell Pastry’s competitive edge is the product itself, the product that was

made with delicate and detailed way of baking by finest bakers and pastry chefs. A

variety of goods that can easily attract buyer that can have relatively low level of

competition in the local area for its particular niche.

Also, the convenience of easily purchasing and getting the craved product in less

than 20 minutes is an additional advantage to the shop.

A busy population of people on social media, intent upon searching products and

services that they need, especially high quality, hand-crafted and accessible or
 19

convenient products which are usually rare to find in social media, it has unique

qualities rather than those products displayed in malls and machine-operated products.

These people are explorers and they seek what they think is the best. Because

this population tends to look products that is out-of–the-box than the typical population,

they look for value, convenience and quality.

D. Macro-Environmental Factor

Competition in the social media is somewhat sparse and does not provide nearly

the level of product quality and customer service as The Tastell Pastry. Netizens or the

social media people, look for a high-quality product in a most possible way they can in

just one click and that is convenient for them. They desire a unique, yet trendy product

that will appeal their taste.

Tastell provide products which are made of quality ingredients. These ingredients do

not cost much than those products which was sold costly but the taste and quality is

compromised.

Technologically savvy competitors make public materials, visuals and promotional

advertisements online to entice their target market. Websites offering online stores that

allow customers to browse for and purchase goods, items and services via the Internet

have become more commonplace as well.

 20

E. Technological Factor

The technological factors take place after the major changes which impacts

competitive environment includes innovation, new communication technologies and

applications of knowledge, and it is largely depend on the social sites.

The advancement of technology has improved the way of marketing as well as

advertising, millions of people use social media. Tastell cakes and pastries shop is

doing online order. If they use online order facility they can get discount coupon. Tastell

cakes and pastries shop make online order so it can make order at pre time and

delivery make easy and at time. Internet is important to the consumers.

It also introduced Wi-Fi capabilities in its outlet, they can surf the web and do

work while they are in store. Technology does improve, it can allows the store to make

its website and its business well known to the public especially when it consider

expanding out to other countries. New cooking products could make the process more

effective and increase productivity.

F. Political Factor

The political factors involve all the legal factors such as labour, training, taxation

and legislation. All organization does involve competitive market value, this makes the

company to be more innovative about services and products introduce.

Many regulations include business license, sanitation, customer’s rights and

business contracts. Tax concession is also plays a vital role in growth of business. Tax
 21

deduction will be given once the business is on the growth stage which is in a form of

subsidy. It reduces the overall tax of the business.

It will help Tastell cakes and pastries to get tax concession and save more capital

which creates a positive effect and they can concentrate on other ways to carry out

work.
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Chapter IV

Development and Production

A. Production Processes

At Tastell Cakes and Pastries, the products are all-natural handmade freshness.

The business only selects the finest ingredients. Instead of using industrial pre- packs,

free from additives and colouring. Tastell Cakes and Pastries ensure the freshness

quality and taste of the products.

Procedures in making Cookies

Ingredients

 3/4 cup granulated sugar

 3/4 cup packed brown sugar (light or dark, but we prefer dark!)

 1/2 cup

 (1 stick) salted butter, very soft

 2 large eggs

 1 teaspoon vanilla extract

 1 teaspoon table salt

 1 teaspoon baking soda

 2 1/4 cups all-purpose flour

 2 cups semi-sweet chocolate chips

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Equipment

 Large bowl

 Mixing spoon

 Measuring cups

 Measuring spoons

 Baking sheet

 Cooling racks

Instructions

1. Preheat the oven to 375°. Spray the cookie sheet with nonstick spray or you can

use a liner. Silicone liners and parchment paper both work very well.

2. Mix together the two sugars. Be sure to break apart any hard chunks of brown

sugar and get the two sugars fully mixed. We prefer dark brown sugar because

we think it has a deeper, more caramel flavor, but light brown sugar will make

your cookies taste a bit sweeter.

3. Mix the softened butter into the sugar in globs. This helps really incorporate the

butter and the sugar.

4. Mix in the eggs one at a time. Crack the eggs directly into the bowl with the

butter-sugar mix, and then use your spoon to lightly beat the eggs before stirring

them into the butter and sugar.

5. Measure and mix in the vanilla, salt, and baking soda. Mix the batter as much as

possible right now. Break apart any remaining clumps and make sure the batter

is a consistent color throughout.

 24

If you prefer, you can mix the salt and baking soda with the flour in a separate

bowl instead of adding them now. This ensures that these dry ingredients are

evenly distributed throughout the batter, but we've never had any trouble adding

them in at this point. Honestly, we just prefer to save ourselves an extra bowl to

wash!

6. Add the flour all at once. At this point, you want to mix the batter as little as

possible to avoid forming too much gluten. Stop mixing as soon as there is no

more visible flour on the dough or in the bottom of the bowl.

7. Add the chocolate chips all at once and use a folding motion to incorporate them

into the batter.

8. Scoop the batter onto your baking sheet, spacing the balls of dough roughly 2

inches apart. We use a tablespoon and measure out slightly rounded balls -

they're about the size of ping-pong balls. You can certainly go larger or smaller

as you prefer!

9. Bake the cookies for 9-11 minutes. Take them out when they look puffy, are set

around the edges, and dry to the touch. Let them cool for a few minutes on the

baking sheet. As they cool, they will collapse back on themselves.

10. Transfer the cookies to a rack to finish cooling completely. Bake the rest of the

Procedures in making Tarts

Ingredients

 1 2/3 cups flour

 1/3 cup sugar

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 1/4 teaspoon fine sea salt or table salt

 1/2 cup cold unsalted butter, cubed, plus more for pan

 1 large egg yolk

 1/4 cup heavy cream

 1 teaspoon vanilla extract

Instruction

1. Combine flour, sugar, and salt in the bowl of a stand mixer. Add butter. Using the

paddle attachment, mix on low speed until butter is smaller than pea-size but not

totally crumbly. Whisk egg yolk, cream, and vanilla in a small bowl and add to

flour mixture. Blend just until dough comes together and is smooth.

2. Form dough into a disk. Wrap in plastic wrap and chill at least 2 hours and up to

4 days.

3. Preheat oven to 375°. Lightly butter a tart pan or pans. Roll dough out on a lightly

floured surface until 1/4 to 1/8 in. thick. Roll dough onto rolling pin, then unroll

over pan(s). Press dough flush against bottom, into bottom corners, and lastly up

inside of pan(s). Use your thumb to brush dough even with rim. If you have any

cracks or holes, you can patch with the extra dough left from the rim.

4. Lay a piece or pieces of parchment paper into pan(s) over dough, cutting to fit as

needed. Fill parchment with dried beans or pie weights.

5. Bake tart shell(s) until edges are light golden brown, about 20 minutes. Carefully

remove parchment with beans and transfer to a plate or bowl. Bake tart shell(s)
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until center looks dry and is starting to turn deep golden brown, about 15 minutes

more. Let cool completely, then remove pan rim and fill shell.

Procedures in making Brownies

Ingredients

 1⁄ cup
2 vegetable oil

 1cup sugar

 1teaspoon vanilla

 2large eggs

 1⁄ teaspoon
4 baking powder

 ⁄3cup cocoa powder

1

 1⁄ teaspoon
4 salt

 1⁄ cup
2 flour

Instruction

1. Preheat oven to 350 degrees Fahrenheit or 180 degrees Celsius.

2. Mix oil and sugar until well blended.

3. Add eggs and vanilla; stir just until blended.

4. Mix all dry ingredients in a separate bowl.

5. Stir dry ingredients into the oil/sugar mixture.

6. Pour into greased 9 x 9 square pan.

7. Bake for 20 minutes or until sides just starts to pull away from the pan.

8. Cool completely before cutting.

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Procedures in making Cakes

Ingredients

 1/2 cup unsalted butter, softened (plus extra for greasing the pans)

 1 1/2 cups sugar

 3 large eggs

 2 1/4 cups all-purpose flour

 1 teaspoon salt

 3 1/2 teaspoons baking powder

 1 1/4 cups whole milk

 1 teaspoon vanilla

 2 1/2 cups buttercream frosting, such as basic buttercream

Equipment

 2 9-inch round pans

 Stand mixer or hand mixer

 Measuring cups and spoons

 Cookie scoop or measuring cup, for dividing the batter

Instructions

Heat the oven to 350°F.

1. Sift together the flour, baking powder, and salt. Set aside.
 28

2. Prepare the pans: Rub the bottoms and sides of the cake pans with a little butter,

shortening, or baking spray. Make sure to get into the corners and all the way up

the sides. Flour the sides and bottoms of the pan by scooping a bit of flour into

the pan, then shaking and tapping to coat the bottom and sides of the pan with

flour; dump out the excess. Alternatively, cut out a parchment round and use this

to line the bottom.

3. Beat the butter and sugar until fluffy and light. Cream together for about 3 to 5

minutes on medium spread (see above notes for more information).

4. Add the eggs one at a time. Beat until the batter is very smooth and creamy-

looking. Adding the eggs one at a time gives them a better chance at

incorporating into a smooth batter. Be sure they are room temperature so the

batter does not appear curdled.

5. Beat in half the flour, salt, and baking powder. Add the sifted dry ingredients with

the mixer running at low speed. Continue to mix until incorporated.

6. Beat in the milk and vanilla. Alternate adding in the liquids with the dry

ingredients so the milk has a chance to be absorbed without needing to overmix

the batter. Stream in the milk with the mixer on low until combined.

7. Beat in the remaining flour mixture until just combined and no more visible flour

remains. Stir a few times with a spatula to make sure no more flour remains on

the bottom of the bowl.

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8. Divide the batter between cake pans. Use a scale or mechanical ice cream

scoop to evenly divide the batter.

9. Smooth the tops with an offset spatula. Drop the pans against the counter to

shake out air bubbles.

10. Bake for 25 to 30 minutes: When done, the cake should be puffed like a pillow,

golden, and pull away from the sides of the pan. When done, a toothpick inserted

into the center of the cakes should come out clean.

11. Cool for 15 minutes in the pan. Run an offset spatula around the cake to make

sure it's completely loosened from the sides of the pan.

12. Flip the rounds out of the pan, remove the parchment lining, and flip right-side up

to cool completely.

13. Once cool, frost and assemble the cake with the buttercream.

Procedures in making Pies

Ingredients

2 pounds Granny Smith apples, peeled and thinly sliced

2 cups fresh cranberries

3/4 cup sugar

3 tablespoons cornstarch

1 teaspoon grated lemon zest

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1/2 teaspoon cinnamon

1/4 teaspoon kosher salt

9-inch basic flaky piecrust, unbaked

1/2 cup granola

4 tablespoons unsalted butter

Instructions

1. Preheat oven to 375° F. In a large bowl, toss together apples, cranberries,

sugar, cornstarch, lemon zest, cinnamon, and salt.

2. Transfer the mixture to the piecrust. Top with granola and dot with butter.

3. Bake until the apples are tender, 50 to 60 minutes. (If the top darkens too

quickly, tent loosely with foil.) Let cool before serving.

B. Resource Requirements

Tastell Cakes and Pastries is a company that aims to be a successful on pastry

business and to bring customer satisfaction. The business will operate efficiently and

actively to provide best quality product to the customers

Financial resources, human resources, and equipment will be utilized effectively

assuring the best of the products. Resources will be enough for the business and to act

out properly.
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C. Quality Assurance

Tastell assures that the served pastries will be high quality. The ingredients are

utilized properly and the equipment and utensils are checked to prevent food

contamination. The baking room will be equipped with different technologies to avoid

human error in terms of baking.

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Chapter V

Marketing

A. Overall Concept and Orientation

The Tastell Pastry is an original concept made by its founders. The unique

concept it is proud of is “taste and tell”. The founders, as they adhere to their tagline;

“Our Mission? Your Satisfaction.” only proves that as they make products, they intend to

know first the customers’ insight firsthand.

Online gimmicks and promotions is a strong strategy to encourage and attract

customers to buy the product after tasting plus the discount that comes before buying

the product. Also, the most important element of Tastell Pastry’s marketing strategy is

the delivery of a quality product. The product must first sell themselves through word of

mouth.

B. Marketing Strategy and Resources

The Tastell Pastry’s strategy is based upon targeting and serving:

Employees. This type of population is particularly easy to reach plus they can be

fond of buying products that satisfy them. Also, since the shop is convenient to them,

and it produce cakes and pastries in a fast time, those who are working will still be able

to eat and satisfy their selves with this despite of ample time.

Social media people. They have an active social life and spends almost 10-12

hours online. They can be susceptible to new trends and latest products online.
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Neighbourhood. This type of population is relatively possible to reach for the

product can reach them hassle-free. Unlike in social media where you need to post

something, all you need to promote the product is through word of mouth.

C. Service

Tastell Cakes and Pastries assures the quality of service it provides to its

customers. Given the best strategic position fit for a business, Tastell can sell easily

because of its uniqueness and convenience, it can meet the customer’s demands and

expectations.

D. Promotion

Tastell will have its own website and social media accounts which will include

details about the shop. Promotion of products will be through the use of Facebook,

Instagram etc. For the first 1000 likes and shares, Tastell will choose 10 winners that

will have chance to get a free taste to all the products plus discount vouchers on the first

purchase. Advertisements will be done by means of distributing brochures and flyers to

every people walking outside the shop on the soft opening. And later, Tastell will

distribute flyers and brochures to other places and nearby cities. Free delivery will also

be part of the promotion since it’s a convenient cake and pastry shop.
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Figure 1.2 Official Instagram Account of Tastell Cakes and Pastries

Figure 1.3 Official Facebook Page of Tastell Cakes and Pastries

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E. Pricing Strategy

While some cake bakeries might manage to charge hundreds (if not thousands) of

dollars for layers of cake and frosting, most have more modest pricing.

Tastell Cakes and Pastries know it might be tempting to simply compete with other

local bakeries on pricing. And while it may seem relatively safe, it’s not a recipe for

success.

 Figure out what makes its bakery unique

Will Tastell be a destination for seasoned foodies, high-end wedding cakes, or the

next Cronut? Maybe it only serves gluten-free or vegan cookies. Or, maybe you’re

adamant about serving affordable, home-made pies. Tastell is not just selling pastries,

but also, selling an image.

Depending on what the business is backing up, its customers will expect different

pricing for different items. Understand the value proposition, letting it guide your entire

menu strategy and how you price baked goods.

 Crunch the numbers

Whether it opted to go upscale patisserie or small-town bakery, the menu pricing

needs to make financial sense. After all, Tastell is running a business and need to make a

profit.
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To help you Tastell accomplish this, it starts by identifying the following:

 Direct costs

This category includes ingredients and food waste associated with each menu

item. It’s not only important to track when every cookie, cake, or pastry is sold, Tastell

wants to understand the cost of those items down to the ingredient level.

 Overhead costs

This includes rent, utilities, payroll and other overhead costs.

 Preparation costs

While salaries for bakers will be accounted for in Tastell’s overhead costs, consider

pricing baked goods according to how labor intensive they are. Excessive labor requires

more preparation costs than those that can be whipped up quickly. Take into account

seasonal or volatile food costs. Is Tastell’s ingredients subject to wild price swings? Do

the costs vary due to seasonality? Consider using market price entry for items with large

price swings. Or, Tastell goes with seasonal menus which allow for greater flexibility

when pricing baked goods.

 Indirect costs

These include any costs that aren’t directly related to the production of Tastell’s

baked goods. Indirect costs can include the laundry service or any marketing expenses.

If it didn’t go into Tastell’s cookies or cakes and wasn’t used to make them directly, then

it can be considered an indirect cost.

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 Menu pricing ranges

Factoring in all of the above, determine the break-even cost per item. Now, what’s

the absolute lowest price Tastell could charge for its baked goods and still break even

and earn a little profit? What’s the highest price its customers will be willing to pay? This

is Tastell’s menu pricing range.

 Choose the most appropriate price in your range

Tastell do this without cutting the profit margins too thin or gouging of its customers.

This is a fine line to walk, and it may need to tweak prices periodically before getting it

just right.

This all might sound complicated and overwhelming, but it doesn’t have to be. From

tracking ingredients to engaging customers and managing employees, automating steps

in the process will reduce human error, cut down on time, and help you develop amore

accurate pricing strategy for your baked goods.

Once it finds the sweet spot for each of the items, it makes sure to promote what

makes its cookies, cakes, and donuts worth every penny. Just like baking, figuring out

how to price the baked goods is a science as well as an art.

F. Benefits of the Customer

For the customer, potential benefits include;

 reliable source of good quality bread, cakes and other pastries

 connection to where your bread comes from, the experience of tasting style

made by different countries

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 opportunity to learn about the traditional craft of bread-making

 having a valuable resource in your local area

 a stake in a community enterprise

 convenience of satisfying your craving

 diverse flavours to choose from

 high-quality cakes and pastries

G. Benefits of the Community

For the community, potential benefits include;

 development of the local area

 boost to the local economy

 opportunities for employment

 fair-trade which means a fair price to the baker, the consumer and back

through the supply chain

H. Sales Forecast

For the proponents to determine the sales forecast for the first operating year,

first, the proponents get the percentage of peak hours (7 hours) and off-peak hours (5

hours) derived by dividing to daily operating hours (13 hours).

*peak hours: 7/13= 0.54 *off-peak hours: 6/13= 0.46

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Then, the daily potential demand is computed as follows:

*peak hours: 95 x .54 = 51.3 *off-peak hours: 30 x .46= 13.8

*125 is based on the observed population on the area of study.

Since this formula only wanted to determine the number of persons, the

proponents only counted 51 persons for the peak hours and 14 for the off-peak hours

with a total daily demand of 65.

Based on the survey conducted, the average amount persons spent on fine a

cakes and pastry shop is Php250. Thus, the researchers came up with the first year

revenue with these data and computed as follows:

Daily revenue: 65 x Php 250 = Php16,250

Annual revenue: Php16,250x 360 (annual operating days) = Php 5,850.000

I. Demand
An analysis of the demand identifies the need and the willingness of people to

buy a particular good or service. An existing demand in the market should be present in

order for a starting business to succeed and continue its operation as a going concern

entity.

Demand analysis forecasting is defined as the process estimation of quantity of a

product or service that will be demanded by the customer in the future. Also, demand

forecasting is carried out using both, informal methods like educated guesses or formal

method like quantitative methods that involve the use of historical data or existing data

from the test market. Demand forecasting helps in the formulation of pricing strategies,
 40

estimation of future service capacity and making crucial decisions relating to the entry or

exit from new markets.

To compute for the projected demand of Tastell Cakes and Pastries for the next five

years the researchers applied the number of passer-by per hour on the proposed place

which is located on the third floor of Market Plaza in Sta. Ana, Manila. The formula

below shows the computation for the total potential daily, monthly, and annual demand.

 Peak hours - 95 persons

Off-peak hours – 30 persons

 Peak hours: 10 am to 12 pm

3 pm to 8 pm

Off- peak hours: 7 am to 10 am

12 pm to 3 pm

Formula Total

Daily potential demand Peak hours: 845

95 persons by x 7 hours= 665 persons
Off- peak hours:
30 persons x 6 hours= 180 persons

Monthly potential demand Daily potential demand x 30 25,350

Annual potential demand

Monthly potential demand x 12 304,200
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To compute for the actual daily demand, actual monthly demand and actual annual

demand:

 Actual daily demand= Total daily potential demand x market acceptability

Actual daily demand= 845 x 70%

Actual daily demand= 592

 Actual monthly demand= Actual daily demand x 30

Actual monthly demand= 591 x 30

Actual monthly demand= 17,760

 Actual annual demand= Actual monthly demand x 12

Actual annual demand= 15,540 x 12

Actual annual demand= 213,120

The table below shows the estimated daily and annual goers for the year 2015-

2018. This was generated through an interview made by the researchers to the admin

of the mall.

To compute for the annual growth rate of mall goers, the formula is:
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Year Growth rate

2015-2016 4.57%

2016-2017 2.50%

2017-2018 3.54%

To compute for the average annual growth rate:

ANNUAL
PROJECTED ANNUAL
POPULATION DEMAND OF PROJECTED
YEAR GROWTH PREVIOUS DEMAND
YEAR

2018 213,120

2019 1.0354 213,120 220,664

2020 1.0354 220,664 228,476

2021 1.0354 228,476 236,564

2022 1.0354 236,564 244,938

2023 1.0354 244,938 253,609

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J. Supply Analysis
Supply analysis is often used to make key policy decisions by business

managers since it gives them insight into how shifts in production are likely to influence

market supply.

2018

Name of Business Daily supply Monthly supply Annual supply

Direct competitor:

Red Ribbon 156 4,680 56,160

Indirect competitor:

Goldilocks 162 4,860 58,320

Herran Bread & 111 3,330 39,960

Food Mart Inc.

Total 429 12,870 154,440

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YEAR Herran Bread Red Ribbon Goldilocks TOTAL

& Food Mart SUPPLY
Inc.

2018 39,960 56,160 58,320 154,440

2019 159,907

2020 165,567

2021 171,428

2022 177,497

2023 183,780

PROJECTED SUPPLY

YEAR POPULATION ANNUAL SUPPLY ANNUAL

GROWTH OF PREVIOUS YEAR PROJECTED

SUPPLY

2018 154,440

2019 1.0354 154,440 159,907

2020 1.0354 159,907 165,567

2021 1.0354 165,567 171,428

2022 1.0354 171,428 177,497

2023 1.0354 177,497 183,780

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K. Demand – Supply Analysis

YEAR DEMAND SUPPLY GAP

2018 213,120 154,440 58,680

2019 220,664 159,907 60,757

2020 228,476 165,567 62,909

2021 236,564 171,428 65,136

2022 244,938 177,497 67,441

2023 253,609 183,780 69,829

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