Chapter I

Introduction

The establishment of L3is profitable and will bring not only profit but will also encourage

number of people who wish to venture in entrepreneurship. Today as we had observed the finger

food is may be considered as potential source of profit. But question is ... What is L3 is all about?

L3 is a kind of business where ingredients are available in any season of the year unlike

other goods that only come out in time when they are just in demand.

The target market or the customers is not limited to the people that surround the bakery,

donuts, food chain but also the people from other places who are passing by the business site as

well as the resident near the area.

A. Objectives of the Study

This study seeks to determine whether establishment of L3 business in No.26 L.

Bustamante St., Caloocan City is feasible on not. The objective of this study is to offer good

quality of L3 to the residents of the subject area and also the jeepney drivers on how to establish

and operate a Talong with Fillings business effectively and efficiently.

Organization and Management Aspect

1. Determine the duties and responsibilities of each person in the proposed business.

2. Find out the necessary or appropriate personnel that will operate the business.

3. Always keep presentable and have a respect for the customer.

4. Determine the form of organization that suitable for the project.

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 Chapter II

Organization and Management

The aim of the management study is to carry out the objectives of the proponents of

having an effective and efficient organization. This aspect will discuss the pre-operating period

as well as the commencement of the actual business operation.

A. Form of Business Organization

The most appropriate legal form of business organization is taken into consideration to

come up with least favorable result for the establishing any business. After analyzing the

advantages and disadvantages of a Corporation it was resolved that a corporation is well suited in

this kind of business at start. The proposed business project known “ L3(LIVE LOVE LAUGH)”

will be the form of a Corporation engaged in manufacturing of Talong Fillings as the project

needs as the medium size of capitalization. The corporation shall registered with the Securities

and Exchange Commission as it is necessary for legal existence. The business will registered

also with the Department of Trade and Industry (also known D.T.I) for its brand and business

name and with the City of Caloocan for its local registration.

The stockholders agreed to contribute the amount opposite their names to different fund

as their capital contribution and further agreed that the profit and loss shall be divided depends

on their fund. Please see the table below;

NAME CITIZENSHIP CONTRIBUTION Extent of Liability

ANTOLINO MIKE FILIPINO P 1,000,000.00 Limited

BRAGAS APHRODITE FILIPINO P 500,000.00 Limited

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 FABORIQUEZ ELJOHN FILIPINO P 400,000.00 Limited

IBO RHEA RIZZA FILIPINO P 300,000.00 Limited

ODRUNIA ARCHIE FILIPINO P 200,000.00 Limited

ORDINARIO MICHAEL FILIPINO P 250,000.00 Limited

PABLO ROAN FILIPINO P 150,000.00 Limited

PALAPAR JENNILYN FILIPINO P 100,000.00 Limited

REGALA DARIANNE FILIPINO P 220,000.00 Limited

B. Organization Structure

PRESIDENT

VP of Marketing VP of Finance VP of Production

PR Manager Controller Production Manager

Logistic Specialist
Marketing Manager Accountant

Fulfillment Analyst
Bookkeeper
Marketing Assistant

Filling Clerk
Graphic Designer

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 Chapter III

Marketing

The aspect of marketing is the most important part of a feasibility study where probability

is the main viewpoint of the research. The basic issues are determining the demand and the

supply of the chosen product. The market study is necessary to determine what is actually needed

to meet the target market and to provide satisfaction to customers more than the competitors

could offer.

We use this as the basis of data gathering to know the necessary standard of

implementing marketing theory that follows the trend of meeting the customer’s demand and to

introduce a new product if not to change the existing ones that provides more satisfaction.

A. Industry Analysis

Eggplant (Solunum melongena L.) is a plant of the family Solanaceae (also known as the

nightshades) and genus Solanum. It bears a fruit of the same name, commonly used in cooking

and frying. The fruit is capable of absorbing large amounts of frying oils. Production of eggplant

is highly concentrated, with 85% of output coming from five countries. China is the top producer

(56% of world output) and India is second (26%); Egypt, Turkey and Indonesia produce the

remains amount. Its world production is around 32 million tons (FAOSTAT, 2009). The quality

of Eggplant attributes to violet surface without defects, and absence of seed (Cantwell and

Suslow, 2009). Fruit deterioration during long term storage is associated with pulp browning

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caused by the oxidation of phenolic compounds. The level of phenolics has been shown to

correlate with browning in different eggplant varieties (Prohens et al., 2007). In addition, loss of

cellular compartmentalization has been shown to accelerate browning by increasing peroxide

levels and oxygen partial pressure within the tissues, and by releasing phenolics stored in the

vacuoles, which can then be readily available for oxidation by polyphenol oxidases and

peroxidases (Beaulieu et al., 1999; Concellَn et al., 2004). Low temperature storage is effective

for reducing browning reactions and for delaying eggplant fruit deterioration. However,

refrigeration cannot be fully exploited because eggplants are chilling sensitive and should not be

stored for long periods below 7–10°C (Concellَn et al., 2007). Most fruits and plants originating

in tropical and subtropical regions are prone to physiological injury when exposed to

temperatures below 12.5°C and above their freezing point. Eggplant, as a tropical fruit has

sensitivity to chilling injury (CI), is generally associated with problems in storage and

processing. One of these symptoms is the darkening of seeds and pulp tissue. More severe

symptoms include pitting and browning of skin or surface scald (Cantwell & Suslow, 1999).

Biochemical and nutritional characteristics of fruits are changed due to the presence of brown

pigments. Moreover, browning, after mechanical or physiological injury during harvest,

processing or cold storage affects consumer acceptability and palatability because of unpleasant

appearance and concomitant off-flavour development (Das et al., 1997; Garcĭa-Carmona et al,

1988). In general, browning is caused by enzymatic oxidation of natural phenolic compounds,

and polyphenol oxidase (PPO; EC 1.14.18.1) is a key enzyme in this degradation. The main

problem facing eggplant rings production is the quality assurance of colour, enzymatic browning

and maintains palatability.

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 Several researchers—most notably Lennart Sjoberg and his colleagues—have proposed

that the moral aspects of risk provide a better explanation of risk perception than the

psychometric paradigm or Cultural Theory, neither of which accounts for moral concerns. This

study is possibly the first to assess empirically the perception of the risks and benefits of a

transgenic food crop—transgenic Bt (Bacillus thuringiensis) eggplant—by farmers in a

developing country such as India. It also aims to assess if the moral aspects of risk figure in

Indian farmers' perception of Bt eggplant and if economic benefits outweigh perceived risks. To

answer the research questions, a scenario was used to elicit perceptions of Bt eggplant among

100 eggplant farmers in the state of Maharashtra in India. The findings indicate that economic

benefits, safety concerns, and accountability are most salient to Indian farmers' perception of the

risks and benefits of Bt eggplant. Significantly, none of the farmers mentioned moral concerns as

an issue. The findings also make clear that economic benefits outweigh perceived risks. This

study concludes that economic benefits are more salient than moral concerns to Indian farmers'

perception Bt eggplant. It also proposes that an alternative theoretical model incorporating

economic benefits, safety concerns, and accountability as key variables should be developed and

tested for end users in the developing world.

B. Target Market

Determining the prospective customers is one of the most significant factors pertaining to

establishing the business. Knowing who is your target customers that will you enable to

determine, perceive and discern whether you to provide the needs and wants of customers.

The chosen target market are the residents of Brgy 86, No. 26 L. Bustamante St. Caloocan city.

Our Target market are the residents and jeepney driver around that road.

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C. Summary of Survey Results

Question 1
What lunch do you prefer?
o With vegetables 50 %
o More on meats 34%
o More stew 8%
o With soup 8%
100%
Question no. 2
What lunch do you frequently eat?
o Fried foods 66%
o Stew foods 23%
o Steamed foods 3%
o Other: 8%
100%
Question no. 3
How many order of meal do you prefer?
o 1 16%

o 2 58%
o 3 25%
o Other: 1%
100%
Question no. 4
What particular place do you prefer?
o Mall 25%
o Eatery 50%
o Cart 9%
o Other: 16%
100%
Question no. 5
Do you prefer to eat eggplant?

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 o Yes 75%
o No 25%
100%
Question no.6
What kind of dish would you prefer for eggplant?
o 5-10 23%
o 11-15 36%
o 16-20 41%
100%

D. Channel of Distribution

We decided to use Intensive Distribution approach to sell our products through every

available outlet in the target market where a consumer might reasonably see for it and ultimate

consumer will receive immediate satisfaction from convenient goods and will not defer purchase

to find a particular brand. The Corporation will distribute the product through the sales

representative of the Corporation to wholesaler and reseller.

E. Distribution Process

The distribution process will be simple; the company driver will deliver the finished

product twice a week to a branch in 26 L Bustamante St. Caloocan City, so that the consumer

can reach the product easily. The delivery will take more or less than 30 minutes on going to the

branch location.

L3 Corporation

Sales Representative

Wholesalers Retailers End-Users

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 Retailers End-Users

End-Users

Chapter IV

Production Aspect

The technical aspect of the study involves the description of the proposed project

operational process, the location of the project site, the equipment, office supplies, and the

furniture needed. It also includes the production procedure, utilities, properties of the product,

and the kitchen utensils to be used.

A. Product Description

Talong with Fillings is made from eggplants as main raw ingredient including cheese, egg,

bread crumps, cooking oil, and condiments as the taste special that made this proposed product

different than any other ordinary cooked eggplant.

B. Product Logo

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C. Product Composition

Bill of materials to provide 100 pieces.

DESCRIPTION COST UNIT REQUIRED

Egg Plant P 10 1 pc. 20 pcs.
Cheese 40 200 g 2 pcs.
Bread Crumbs 25 150 g 3 pcs.
Egg 30 1 pc. 6 pcs.
Oil 25 250 ml 1 L.
Flour 10 100 g 1 kg.
Carton Box 10 1 pc. 5 pcs.

D. PRODUCTION PROCESS

Ingredients Preparations

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 We should bought a fresh eggplant, bread crumbs, one set of toothpick, cooking oil and

cheese. Then we must wash the eggplant for the safety of our health.

STEPS IN COOKING TALONG WITH FIILINGS

1. We need to ready our eggs, then slice the eggplant to a thin layer.

2. Slice the cheese in a cube size.

3. Put the cheese to the slice layer of eggplant then roll and pin the toothpick on the

eggplant to stay it roll.

4. Boil the cooking oil to fry the eggplant.

5. Dip the eggplant on the egg and roll it in the bread crumbs.

6. Dip the eggplant on the boiling oil into 2mins. Then prepare the plate that you will

going to use.

E. Process Flow Chart

Eggplant slice - 20 min.

Cheese slice - 10 min.

Egg beaten - 5 min.

Dipping - 10 min.

Frying - 10 min.

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 Packaging - 15 min.

F. Location Plan

L3 is located at No.26 L. Bustamante St. Caloocan city. The place is chosen due

strategic location of accessibility, residents, jeepney drivers, food chains, public market and other

business establishment.

G. Factory Layout

The company's production line should be arranged and designed in an organize and

systematize the way order for the operations of the Company to proceed incessantly without

complications. This can be accomplished and achieved a new one-floor Shop Where adequate

land floor space is available.

H. Production Equipment and Utensils

SPECIFICATION QTY UNIT COST PRICE

Frying Pan 1 300.00 300.00
Heavy Duty Stove 1 600.00 600.00
Gas Tank 1 1,000.00 1,000.00
Production Table 1 2,000.00 2,000.00
Food Tong 1 50.00 50.00
Strainer 1 50.00 50.00
Knife 1 150.00 150.00
Chopping Board 1 100.00 100.00

Total: 4,250.00

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 Chapter V

Conclusion

1. Organization Aspect

A. Corporation type of management must be adopted because it is flexible and will allow

immediate expansion in the future.

B. Each shareholders must participate to ensure sufficient and effective result in the

operation.

2. Product Aspect

A. Materials, equipment, and manpower are available locally and can be acquired at low

cost.

B. Utilities are also available in the area of operation.

3. Marketing Aspect

A. The product demand is available at all times and must be filled at the most convenient

time.

B. Promotions must be extensive at the start and may regulated in the following years.

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 Chapter VI

RECOMMENDATION

In line with the new project the following are recommend:

1. The plan established in the feasibility study should be properly complied.

2. The new firm should maintain the quality of its product even if they already prevailed in

the industry where it belongs.

3. The new firm should continue in studying the wants and preferences of its target market

in order to offer them what they really want.

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