Table of Contents

I. Executive Summary
II. Current Marketing Situation
2.1 Product
2.2 Selling Price
2.3 Business Name Origin
2.4 Business Logo
2.5 Store Layout
2.6 Location Layout
2.7 Map Location
III. Environmental Analysis
3.1 Industry Analysis
3.2 SWOT Analysis
3.3 Waste Disposal
IV. Objectives
4.1 Business Mission and Vision
4.2 Market Share
4.3 Market Segmentation
4.4 Target Market and Positioning
4.5 Market Coverage
V. Marketing Strategies
5.1 Promotional Measure
VI. Action Programs
VII. Budget
VIII. Controls
I. Executive Summary

Lugawpordabol is located besides mean’s store at riverside street brgy. Bago. Lugawpordabol’s

main products has various taste of Lugaw(porridge) that includes plain lugaw, lugaw with hotdog,

lugaw with siomai, lugaw with adobong atay, lugaw with lumpiang shanghai, lugaw with fried isaw

and lugaw overload. Other side dishes includes kwek-kwek, lumpiang gulay, okoy and dynamite.

The company will also be selling beverages including sago, pineapple juice, buko juice and buko

pandan.

The owners of Lugawpordabol is also the managers that has different backgrounds. Their different

experiences, from a former fast food cashier to a student will contribute for the overall betterment

of the company. Knowledge about food and beverages, communicating skills and product

development are the major factors for the success of the company. All of these characteristics

showcase by the owner-managers.

Lugawpordabol’s target customers are the students, soldiers in Fort Magsaysay camp and the

people around the location.

II. Current Marketing Situation

2.1 Product

Our business is Lugaw. We all know that lugaw is one of the most common food in the Philippines

and lots of Filipino people enjoys a bowl of lugaw which is the reason why we choose this

business. Our business sells a different kinds of lugaw that includes:

 Plain lugaw

 Lugaw with hotdog

 Lugaw with siomai

 Lugaw with adobong atay

 Lugaw with lumpiang shanghai

 Lugaw with fried isaw

 Lugaw overload
2.2 Selling Price

The following tables show the cost of raw materials per serving.

Table 1 Product cost: Food

Product Price per bowl

Overload 40 pesos
Plain Lugaw 10 pesos
Lugaw w/ egg 17 pesos
Siogaw 17 pesos
Lugaw w/ hotdog 17 pesos
Lugaw w/ atay 20 pesos
Lugaw w/ fried isaw 15 pesos
Lugaw w/ lumpiang shanghai 15 pesos
others
Kwek kwek 3 pesos
Okoy 2 pesos
Dynamite 7 pesos
Lumpiang gulay 5 pesos
Lumpiang shanghai 5 pesos

Table 2 Product cost: Beverages

Beverage Price per cup

Pineapple juice 5 pesos
Sago 5 pesos
Buko 5 pesos
Buko pandan 5 pesos

2.3 Business Name Origin

Lugawpordabol was strategically formed by business owners which is a combination of “lugaw” the

business product and “pordabol” from the word affordable. The business name aims to caught the
customers attention through its name and to serve the Filipino an affordable pinoy favorite food, the

Lugaw.

The owners relate their business name to a common Filipino figure of speech which is

“swak sa budget” to promote their products rapidly to the customers.

2.4 Business Logo

III. Environmental Analysis

3.1 Industry Analysis
Porridge (lugaw) is one of the most common food in the Philippines. Porridge (lugaw) is all time

Filipino favorite food which has grown to be part of the Filipino culture. The tagalog word lugaw is

Chinese in origin. Lugaw is a Filipino dish traditionally thought of soft food for sick people. But

lugaw is enjoyed for breakfast, as a snack, and when you’re sick, even as a meal in itself. Some

meat is added to the rice for nutritional value. Chicken bones and ginger are favorite ingredients.

The key to success factor in the lugaw industry are the product development and

innovation and also the brand and product promotion. Other factors include the variety of toppings

and side dishes. Giving a good services is also a major factor.

 3.2 SWOT Analysis
Table 3 Lugaw pordabol Swot Analysis

Strength Weaknes
 Consistent product Innovation  Has one competitor

 Location of the business is marketable  Product is common and easy to

 Offering of new sets of side imitate

dishes/toppings  Time constraints

 Affordable

 “close” customer relationship

Opportunities Threats
 Other side dishes/toppings included in  When other competitors with the
 the menu are inspired by what we saw same product emerges in the market

commonly in the street place

 Low-budget consumers  Weather conditions

 High demand for price product  Cost increase of raw materials

The SWOT Analysis of Lugawpordabol show the four major aspects that could affect the

business success; strengths that must preserve, weakness that must acknowledge, opportunities

that must take advantage of, and threats that must be eliminate.

As shown in table 3 Lugawpordabol’s strengths are somehow connected with the

opportunities. The business weaknesses and other unforeseen threats will lessen as the business

grows and gains recognition and popularity. In addition, our consistency on product innovation will

minimize the possibility to be defeated by other competitors.

3.3 Waste Disposal

Lugawpordabol would be producing both biodegradable and non-biodegradable wastes.

Biodegradable waste comprise of used tissue paper, paper cups. Non-biodegradable wastes on

the other hand would include plastic cups, straw and plastic bag. To facilitate the segregation of

these wastes, Lugawpordabol will color code its trash bins; Black for biodegradable and white for

non-biodegradable wastes.

IV. Objectives
4.1 Business Objectives, Mission and Vision
Objectives

 Creating an attractive and diverse menu.

 Offering whole some, fairly priced, ethnically diverse food options.

 Providing excellent customer services that enhances the rapport with our valued customer

through responsiveness to needs and request.

Mission

To be one of the leading companies of food industry that serves a high quality product for

our customers with a fairly and affordable price and to developed a good rapport not only with our

customers but also with our competitors.

Vision
Lugawpordabol aims to become a leading food business available in all areas in the

country offering an enjoyable, high quality and affordable snack items for all Filipinos nationwide.

4.2 Market Segmentation

In Market classification we used geographic segmentation and demographic segmentation.

We are targeting the residents of Brgy. Bago, Genereal Tinio, Nueva Ecija as well as the people

around the location. Our product covers different market variables such as age from oldest to

youngest, all gender, religion and budget friendly.

4.3 Target Market and Positioning

We are targeting the residents of brgy. Bago, Genereal Tinio, Nueva Ecija, the soldiers on fort

Magsaysay camp and the people around the location. Lugawpordabol will position itself as an
affordable lugaw store on a tight budget but wants to enjoy a simple lugaw with different choices of

toppings and side dishes.

4.4 Market Coverage

In Lugawpordabol we used undifferentiated market coverage as strategy wherein one product fits

all strategy and aims to get great number of customers more than one segment.

V. Marketing Strategies

5.1 Promotional Measure

Lugawpordabol will implement the following advertising and promotional strategies.

Promotions

 Unli-lugaw – every Tuesday and Thursday

 Barkada meal – if you order 5 overload you will get free drinks

 Games/contest – every 10:00 – 3:00 once a week for e.g. in 1 min. you have to eat 1 bowl

of hot lugaw with 3 pcs of dynamite if you did it on time you will not pay for it and you will have free

drinks but if not you have to pay for what you consume.

 Business opening –we will be having a free taste in a small paper cup and 1 st 25 person

will get pineapple juice.

VI. Action Programs

Table 4 action program
 Activities Duration Objectives Personnel in Charge
Pre-opening  Preparation & canvassing of  Manager
materials & equipment  Cashier
 Minimal repairs, maintenance &  Cook
setting of the place  Crew
 Orientation/training  Promodiser

Opening  Distribution of flyers  Manager

 Promotion of business/product to  Cashier
the market  Crew
 Actual serving of products  Cook
 Promodiser
Monitoring  Inventory of stocks, sales and  Manager
expenses
 Monitoring of daily operations

Product  Introduction of new products, such  Manager

Development as toppings/side dishes or main
dishes
 Rendering of services on small
programs/social activities in the
future
VII. Budget
Advertising budgets

Flyers 1500 pesos

Bluetooth Speaker 500 pesos

6x2 ft. Tarpaulin 160 pesos

2x6 ft. Signage 200 pesos

3x7 ft. Chart 166 pesos

Fb accounts 0

Contingency Fund 1000 pesos

Labor (promodiser)

150 per day (24 days) 3600 pesos

Gasoline/transpo (24 days) 3600 pesos

Total 10,726 pesos

VIII. Controls
Table 5 controls
Activities What if’s Solution
Pre-Opening  The price of needed  Find another supplier or

materials or equipment is negotiate for a cheaper price

too high
Opening  Absence of manpower  Substitution of an available

personnel in-charge

 Hire an on-call trained

personnel
Monitoring  Shortages & overages  Auditing of sales & expenses

 Evaluation of manpower

 Daily reports
 Product  Lacking ideas for creating  Providing a message board

Development future products inside the store for the

suggestions, recommendations

or complains of the customers

 Encouraging our customers to

send feedbacks through our

facebook page

 Continuous experimentation;

copying/innovating ideas from

different business