A MARKETING PLAN

FOR TRAPPIST
MONASTIC FOOD
PRODUCTS
In Partial Fulfillment of the Course DBM 305: Comparative Business Environment
and DBM 308: Global Marketing

Submitted by:

REVENLIE G. GALAPIN

Submitted to:

CONRADO P. LO, Ph. D.

Professor
 MARKETING PLAN

I. Description of the Business

A. Organization
Guimaras is famous as the Mango Capital of the Philippines, it is considered as the home
to some of the sweetest mangoes in the country. Guimaras produces about 11,000 metric tons
of mangoes annually. The high yields have led to an offshoot of other edible products.

The popularity of Guimaras mangoes lead people to flock to the island during the month
of May to celebrate the Manggahan Festival. The month-long celebration lures 60,000 to
90,000 tourists during the event proper to take pictures of the mango exhibits, indulge in all
the mangoes they can eat all they can, and buy kilos of mangoes to bring home as
pasalubong.

This year, however, is different as the COVID -19 pandemic continues to ravage the
world. Strict implementation of border and travel restrictions during the onset of the crisis
protected the island thus far from any coronavirus infection.

These moves, however, have impacted the mango industry, as production and export of
its famous mangoes are considered one of the major economic drivers of the province. The
celebration of Manggahan Festival was canceled and the exhibits in the Capitol grounds were
prohibited.

Exporting of mangoes became difficult. Pending product orders were dropped as

movements to and from the island was restricted. Since the start of the imposed lockdown,
the province has not been able to distribute its harvest.

To help distribute the harvest more efficiently, the province decided to venture into
online selling, catering to orders outside Guimaras, with scheduled delivery dates in Iloilo
City, the main gateway of the province.

Aside from selling fresh mangoes, these are also preserved as dried fruit strips,
marmalades, and jams. They are processed into drink concentrates, purees, and ketchup. They
are incorporated into local delicacies such as piaya, butterscotch, hopia, and the very famous
mango pizza.

With this, the Lady of the Philippines Abbey, popularly known as the Trappist Monastery
grow mangoes, cashew, pineapples, calamansi, coconut, corn and rice in the farm. They
venture in agricultural farming in order to support the raw material requirement for the fruit
processing activities which started in 1974. Among the company’s products are juices, jellies,
jams, dried fruits and mango-based bakery products/ delicacies such as mango biscocho,
mango piaya, mango otap and mango bars.
 In 2011 the company started producing mango based bakery products/ delicacies such as
mango biscocho, mango piaya, mango otap and mango bars, the latest addition to its product
line is fruit bars. In order to accommodate its fast growing market, the company sought
technical assistance from DOST in upgrading its production and facilities.

Throughout the years, from scratch, the company exists and started to grow as one of the
leading corporation in the country that produces mango-based product and local fruits. It has
also been given different awards for their explicit service and outstanding works such as the
Product Excellence Award during Manggahan Festival last 2007, and was recognized during
the 2016 Dungog S&T of Department of Science and Technology.

B. Products
Dried Fruits (Pineapple)

Trappist Juices
 Mango Bars

C. Operations
 Trappist Monastic Food Products plans to operate in one of the most convenient countries
in the world for trading, the Singapore. Singapore provides various convenient policies
for entrepreneurs to start a new business. Aside from having simple company registration
procedures and low registration fee, there are also various preferential tax policies. The
various government departments are well-coordinated with each other to provide a more
comprehensive and convenient procedure to deal with business.

D. Reason/ Reasons for Expansion

As the world turn 360-degrees due to COVID-19 pandemic, everything we do seems
impossible that even moving out for work is not allowed. Travel restrictions have been
employed to contain and to prevent the spread the virus. Since tourists could no longer
visit the Philippines, especially Guimaras, Trappist Monastic Food Product will bring its
products abroad specifically to Singapore by expanding its operations. Singapore is rated
number One (1) as the country most open to trade. It is a strategic location to open a new
business endeavor. Aside from that, it has outstanding Tax System wherein corporate tax
rates are capped at a flat 17% on chargeable income. Also, there are no dividend or
capital gains taxes in Singapore and Personal tax rates start at 0% and max out at 22%
above S$320K. More importantly, it has an honest and open government, has the best
labor force and offers a higher quality of life.

II. PESTEL Analysis of the Target Market or Country

POLITICAL The risk of political factors in Singapore is very low.

According to a report by the Political and Economic Risk
Consultancy (PERC), Singapore has the lowest political risk in
the country. Stability in the political environment has led to
augmented business solutions in Singapore.
ECONOMIC Singapore consists of a vibrant free economic market.
According to ASEAN, the country has the highest per capita
income. The government is also investing in the market to
diversify the economy of the country. Pharmaceutical, tourism
and many others have flourished due to this. Cheap labor from
the neighboring countries helps the economy of Singapore to
save a lot of costs. But there are some constraints also that may
behold the economic performance of the country. Those factors
are:
- Shortages of labors
- High costs of labors
- The decrease in productivity
SOCIAL Singapore follows all the social traditions just like any eastern
country. It follows traditional values. The younger generation
is now following western values. The urge to do socially well
has resulted in an increase in productivity. The business is
seeing a rise in sales due to the high purchasing power of the
customers. The people of Singapore hate construction jobs.
Due to the high literacy rate in the country, trade and foreign
investment are also much thrived in Singapore.
TECHNOLOGICAL Advancement of technology, easy communication, and
increasing connectivity is another factor for the economy
 enhancement of the country. Due to technology time and costs
of conducting business have reduced. The widespread
operations of the IT infrastructure have resulted in the
settlement of regional offices of the MNCs in Singapore. The
government is also encouraging this electronic era.
ENVIRONMENTAL In the urban areas of Singapore, air pollution due to
transportation is the main problem. Singapore was among
those countries with the highest amount of emission of carbon
dioxide. 30% of the mangrove area of the country is damaged.
There is also pollution due to the production of oil byproducts.
As a result of this pollution, water is consumed after
desalination and recycling. Due to a lack of water supply,
Singapore is dependent on Malaysia for water.
LEGAL Singapore has employed some initiatives for e-commerce
businesses. There are cross border policies and laws also.
Some of the laws and regulations that are common in
Singapore are Intellectual Property Rights, Regulation of the
content, procedures for import and export, electronic
transactions act, tax issues, and amendments to the evidence
act.

III. The Mode of Entry

In order for the Trappist Monastic Food Products to create value for customers and to build
profitable customer relationship, the company will develop a strategy using Ansoff’s basic
marketing strategy such as Market Development, Market Penetration and Diversification.

MARKET DEVELOPMENT
- Publish a high-quality, easy to read product variations that up-to-date and accurate both online
and in-store
- Offer coupons
- Continuous introduction of new product in order to create an atmosphere of excitement in-store
for its loyal customers

MARKET PENETRATION
- Develop and improve product offerings with a balance of unique mango goods
- Maintain direct-to-consumer distribution channels like website and blogs
- Monitor social media presence
- Assign specific staff or avail third-party services to focus on website updates and monitoring.

DIVERSIFICATION
- Offer variety and affordable mango food products and goods
- Conceptualize new product lines such as canned mango slice, canned mango puree and mango
dressing

IV. Marketing Mix Strategies

A. Product Strategy
 a. Logo
The logo is distinct having a touch of monastic life of the monks who are the one
preparing the food. The color elements speaks for freshness and vibrant which is eye
catching to the customers.

b. Brand Name
The name “Trappist Monastic Food Products will be retained as this projects the
overall image of the business and as to what it wants to build to its customers.
B. Pricing Strategy
Pricing Objective: To be a leading corporation that produces mango-based product and
local fruits at an affordable price

Pricing Strategy:
 The company will offer the right combination of a quality of a product at a fair
price
 The company will also offer bundle packages
 The company will give discounts for continuous patronage
 The company enjoys cost advantage in its major direct materials
C. Place Strategy
Place Objective: To be accessible to the target market through web and print media

Place Strategy:
 Broader media will be explored for the ordering and reservations of the products
D. Promotion Strategy
Promotion Objective: To create an online market presence through programmed and
intensive promotions strategy

Promotion Strategy:
 Pursue advertising through the following means:
- In-store brochures containing the concept and philosophy
- Wall posters
- Outdoor signage
- Web page
- Social Media (Facebook)

V. Expectations from Foreign Operations

Trappist Monastic Food Products aims to have gain profit by expecting a 25% return on
investment within five years of operation. This is expected to be realized because of these
initiatives:
 Capturing the market of Singapore who loves to eat mangoes/ mango products
 Striving to increase product awareness by creating a significant social media presence
which will be recognized as the best mango food products
  Establishing the business in the food industry especially with its unique product
offerings as well as delivering consistent and high value services

VI. Exit Strategy in Case of Failure

It is necessary for the Trappist Monastic Food Products to have a plan on its exit strategy in
case of a business failure. This is to minimize costs, risks and of course not to get too much
losses in the venture. Exiting the business will entail the following signs:
a. Falling sales
b. Deteriorating prices
c. Declining profitability
d. Obsolescence of the product
e. Increasing consumption of management resources

The company will consider to merge or get acquired by another company. This will however
bring economies of scale to the newly-formed business. Also, the company will find for a
capitalized acquirer who can close deals fast and on professional terms. Perhaps the best thing
about this exit strategy is the ability to negotiate a price of the sell and other details of the
merger or acquisition. And the company may be able to have a clean break from the business.

References:
https://www.guidemesingapore.com/business-guides/incorporation/why-singapore/why-choose-
singapore
https://www.startupoverseas.co.uk/expanding-a-business-in-singapore
http://www.trappistfood.com.ph/#
https://planningtank.com/market-research/singapore-pestle-analysis