Marketing Plan

A Feasibility Study About RACCEMM's Dumpling House
CHAPTER I
INTRODUCTION
BACKGROUND OF THE STUDY
Dumpling is a very healthy and delicious product that surely satisty the taste and
cravings of many people. It can be considered as universal food because it is loved by

everyone around the world and many countries made their own kind of dumpling in line
with their culture. It is a kind of food that consists of small pieces of dough wrapped
around a filling that may include meat, vegetables, or other ingredients mixed together
(David, 2014). The dumpling was firstly recorded by ZhangJi in his book “Guang Ya” as
early as the 2nd century AD. It is one of the major staple foods or local specialties in
north China and enjoyed by many Chinese. Dumplings have a history of more than 1,800
years. Originally, it was used to cure illness, to fight an epidemic. The first known recipes
for dumplings appear in Apicius, a Roman cookery text, and they still sound delicious.
One is simply roasted apheasant, chopped fine and mixed with fat, salt and pepper and
moistened with broth, then poached in seasoned water. Simple boiled dumplings like
these are still popular around Europe: In Austria, stale bread is soaked in milk and mixed
with other leftover ingredients to form dumplings, while German spaatzle is just a flour
dough pushed through a sieve directly into boiling water (Butler, 2014). Today,
dumplings have become increasingly popularas traditional festival food and convenient
frozen food in many countries.

There are many variations of how to create dumplings as well as each style of
dumpling having their own purpose preferred method of eating. These are the common
dumplings styles that you may come across in your everyday life: Shui Jiao, xiao long
bao, guo tie, wonton, mandu, gyoza, and banh bot loc dumplings (Marc, 2019). Different
dumplings have different nutritional values. However, most of the dumplings are
considered healthy as they contain fewer calories than that of other appetizers and main
course meals. Some of the dumplings like Gyoza, Pierogi, Ravioli, Char Siu Bao, and
Pastis contain good healthy fillings. Though steamed dumplings are healthier than fried
dumplings, the difference in the calorie count between the two depends on the filling. The
rise in demand for the healthy food products will drive the demand for dumplings during
the forecast period.The dumplings market consists of leading dumpling makers with
various product and service portfolios and a larger geographic footprint.
The purpose of this study is to serve the customers a new variety of dumplings
that give a healthy food that will surely enjoy by many but still affordable to any types of
costumer, the researches add special and new ingredients for the product such as cabbage,
carrots and malunggay, they would like to introduce a new 3 varieties of dumpling;
Milkfish, Squid and Shrimp Dumpling. Nowadays, people would choose an instant food
product that has a less healthy nutritional content over the real cooked foods that are said
to be 'good for health' and available to the market. Promoting a healthy product that
introduce fish dumplings with vegetables to the public consumer could also benefit not
just those consumers who will buy it but also it willl help the farming and fishing
industries in our country.

SCOPE AND DELIMINATION
This feasibility study is primarily focused on the nutritional value and quality of
the products that has different varieties of seafood. This study of the "RACCEMM's
Dumpling House" business is restricted near Kingfisher School of Business and Finance
that is located at Brgy. Lucao District, Dagupan City, Pangasinan. The people in this area
will be covered as part of the respondents. The products will be tested by the respondents
and disseminated through selling. Orders are also accepted from the customers within the
area of Brgy. Lucao District, Dagupan City, Pangasinan.

SIGNIFICANCE OF THE STUDY

The generalization of this study would be a great contribution to dumpling
business lines which can used as basis for creating innovative product. Results of this
study could be highly significant and beneficial specifically to the following:

Innovators. They will have an idea about the new trend for the dumpling business. It can
help them create innovative idea if they are in line with dumpling business.
Consumers. They will have new selection of products which is the innovative dumpling
in the market. They are the main concern why this product is made because the product
and business itself will become failure without them. Specifically, the students, teacher
and other faculty of Kingfisher School of Business and Finance will be the main
consumer of this product
Entrepreneurs. It can help them become more competitive of their products on how to
present and showcase it to the consumers. They will have a general idea about the
strategic ways how to compete with their new product with the traditional products that
already have a name in the business.

CHAPTER II
COMPANY PROFILE
BUSINESS DESCRIPTION
RACCEMM's Dumpling House is a small business that will be started on May
18, 2020 at McArthur Highway, Lucao, Pangasinan, serving delicious quality and
innovative seafood dumpling products at reasonable costs. It offers a wide-array of
dumplings variants for customers to choose from and munch other than what is already
common available in the market today. It innovates from the existing seafood dumpling
being enjoyed by the students of Kingfisher School and those people who passes by,
hoping to catch the Filipino palate and patrons. Line of our dumpling products include
the Milkfish Dumpling, Shrimp Dumpling and Squid Dumpling. It can be fried or steam,
all depends of the likes/wants of our customers.
Our business name "RACCEMM" came from our first name initials that has also a
meaning of simplicity and unity. We came up with this combined initials because all of us want
the same goal - to be successful. We will start at the bottom of the ladder, but we all know there
can also be the beginning of something great. We want to be the leading innovator and provider
of dumpling products and provide quality and innovative dumpling products at reasonable costs
with an eye for excellent service.
OBJECTIVE
We aim to establish our business as a stable and have the high quality of the best
tasting dumpling products. These are the objectives:
 To provide customers with safe, nutritious and affordable dumpling enriched with
nutrients that suit Filipinos daily meal
 To offer customers with a reasonably priced, delicious and good for health food
 To establish a distinctive image in dumpling industry within its first year of
operation
 To gain positive feedbacks from customers
 To be fully recognized in local and international market
 To expand the business by opening other branches after 3 years of operation

Vision
We envision a community where the customers have access to good quality,
nutritious food, understands the value of healthy food and have a responsibility to assure
customers to safety the food they eat

Mission
To achieve the mission, RACCEMM Dumpling house is committed to the
following mission:
D – Development - to create a long-term value from customers, markets, and
relationships.
U – Unique – to provide odd product to customers.
M – Maintainable – to be able to maintain the quality of our product.

P -- Perseverance – to be able to decide a plan/action adapt any obstacles arise in order to
continue working towards our goal.
L – Loyalty – to be able to meet the needs of customers beyond their expectations and to
be consistent over competitors.

I – Innovative – to be open and flexible to all new methods, trends and ideas for
improving the business products.
N - Natural- to produce a product that is minimally processed and also contain minimal
artificial additive.
G – Generosity – to be generous enough to customers in providing them not only
delicious, but healthy food.
DESCRIPTION OF THE PRODUCTS/SERVICE VALUE PROPOSITION

The Dumpling is made by steaming or frying dough filled with seafood, mainly
milkfish, shrimp, shrimp, and vegetables.
The product will come in three flavors and will be sold in same price. Below are
the offers of a variety dumpling flavors:

Shrimp Dumpling - a crescent-shaped, mouth-watering shrimp flavored dumpling with a
bit mixture of mushroom and tofu in its filling to put a healthy touch of it.
Milkfish Dumpling – Crescent-shaped and made from wheat dough. Filled with shrimp,
pork fat, and bamboo shoots, and served steamed.

Squid Dumpling- Crescent-shaped and made from wheat dough. It is filled with ground
squid meat, cabbage and carrots, and served with a dipping sauce made of soy sauce,
vinegar, and sesame oil.
The business will be entrepreneurial with enough employees to help the business
run smoothly. A couple of employees will be designated seller and a cook to prepare the
dishes of the business. The products of RACCEMM Dumpling House, are mainly made
from seafood and vegetables that are combined and put into foods daily eaten by
students.
COMPETITIVE ADVANTAGE
Added Value: Seafood Menu that rarely seen in a dumplings like squid. It gives edge to
our product to other competitors. It is unique since meat is mostly the main ingredient of
others dumplings.
Innovative Ideas: By having a cheap cost but still have a quality product. It is easy to eat
and fast to cook. It is affordable to customers who has minimum budget to spend on a
food product.
LOCATION PROFILE
RACCEMM Dumpling house will be a small stall at the Mall located at #1131
McArthur Highway, Lucao, Dagupan City, Pangasinan near at Kingfisher School of
Business and Finance.

Figure 1.1 The Location of RACCEMM's Dumpling House
Strengths: Weaknesses:
 It has already created product awareness  It may lack reputation.

in our country.  It may have difficulty in getti

 It is an formidable product in market. affordable suppliers for t
 It is affordable yet has low production ingredients needed.
cost.
The trend of dumplings is in peak.

Opportunities: Threats:
 Making the trend to be very appealing for  The increase of the price
the Filipino market who are easily enticed milkfish in the market.
by current trends in food.  Potential competition fr
 Satisfy the needs and wants of the people larger, well established compan
who will buy our products to easily gain
their trust.
 Growing support for locally sourced
ingredients.
 It could convert existing products for
innovation of new markets.
Figure 1.2 SWOT Analysis of RACCEMM's Dumpling House
CHAPTER III
REVIEW OF RELATED LITERATURE AND STUDIES
A. Foreign Literature
According to the article entitled, "Dumplings Made to Please" by Li, fish
dumplings have been on her menu since she started the stall in 2004. Despite her tight
operational hours - her stall is open from 5am to 3pm six days a week and preparation
starts at 4am - Madam Chen Li still makes time to carefully peel and cut carrots into
flower shapes that she uses to garnish her lower-calorie Mushroom Spinach Noodle ($3).
The 47-year-old, who runs Ah Li Ipoh Hor Fun Fish Dumpling at the Pasar
Bedok Central food centre, says in Mandarin: "It is worth seeing the happy smiles of
surprise on my customers' faces, especially those who expect healthier food to look and
taste boring."
To qualify for the Lower In Calories label, a dish has to contain 500kcal or less.
A typical dine-out meal contains 700 to 800kcal, while the recommended daily energy
intake is 2,200kcal on average for men and 1,800kcal for women. Given the price, the
Healthier Choice dishes offer plenty of value for money.

The Fish Dumpling Noodle comes with four plump juicy sui kow (dumplings)
stuffed with fish and chicken meat and a generous portion of cai xin. She opt to have the
fish dumplings with Ipoh hor fun, which are blanched to the right doneness. The
dumplings are delightfully tasty with chunky bits of water chestnut, carrot and slivers of
spring onion. The freshness of the ingredients in the filling comes through as Madam
Chen keeps the seasoning simple with only a little sugar and salt used.
She insists on using water chestnuts instead of bangkwang (jicama) for the
dumpling filling, even though this means higher cost and more back-breaking work to
clean, peel and chop the water chestnuts. The texture and flavour from water chestnuts is
different from bangkwang. They stay crunchier in the dumpling filling. She prepares a
fresh batch of dumplings daily.
B. Local Literature
Jennifer M. Aranas with her book entitled, " The Filipino-American Kitchen:
Traditional Recipes, Contemporary Flavors" takes a closer look into the cuisine of the
Philippines in an American kitchen. According to her, Shumai (Siomai) are dumplings
that were introduced to the Philippines from China. Instead of being fully enclosed by the
wrapper, the tops are left open in a tulip-like shape. These Shumai are filled with a
seasoned pork and cabbage mixture, then steamed until cooked through. They are paired
with a delicious soy sauce-based dipping sauce.
To steam the Shumai, she used a parchment-lined bamboo steamer set over a
wok filled with just enough water to not touch the bottom of the steamer. She froze the
extra dumplings on the parchment-lined baking sheet until solid, then transferred them to
a freezer bag. She steam them straight from the freezer with a couple of minutes added to
the cooking time for a quick snack or light lunch. We can also double this recipe to make
a lot at once for extra storage, though it seems hers always disappear in the same amount
of time regardless of the quantity.

She roasted the garlic for the dipping sauce by slicing off the top of a head of
garlic to expose the top of the cloves and drizzled them lightly with olive oil. She
wrapped the garlic in foil and roasted in a 400 degree F oven until golden and easily
pierced, 30-50 minutes depending on the size of the garlic.

The wrappers can be found in the refrigerator or freezer section of many larger
grocery stores or Asian food markets. She made her own wrappers, because she have
gotten spoiled on the taste and how much easier they are to handle.
C. Foreign Studies
According to the study of Steen (2016), dumplings are a reasonably healthy
option -- it’s the quantity you're eating that you really need to watch because it's easy to
eat too many,” Simone Austin, accredited practising dietitian and DAA spokesperson,
told The Huffington Post Australia. One of the most important factors when determining
if dumplings are healthy is whether they are steamed, pan fried or deep fried. Steamed
dumplings are the best option in terms of fat content, with pan fried the next best. The
quality of the meat filling can also affect the healthiness of dumplings. Aside from meat
quality and how the dumplings have been cooked, the vegetable content (or lack thereof)
is also crucial in knowing whether dumplings are a healthy food option.

D. Local Studies
According to the study of Nuñes, the predator fish considered undesirable in
Laguna de Bay will be process into sausages and dumplings soon by P600, 000 facility in
the lakeshore town of Pila in Laguna province in what is regarded a first-of-a-kind
initiative.
The food program aims to "decrease, since it looks like we can't lessen anymore,
(the effects of the) knife fish in Laguna de Bay), Mayor Wilfredo Quiat of the third-class
municipality (annual income: P35 million-P45 million) of some P50, 000, said in a phone
interview.
Knife fish (0hitala ornata) is an ornamental species that, according to the Laguna
Lake Development Authority, found its way into the lake after its escape from an
aquarium during Tropical Storm "Ondoy" in 2009. National and local government
agencies have since made measures to contain the increasing population of the knife fish,
about the species as a continuing threat to the lake's aquaculture by feeding on the
fingerlings of native fish, such as bangus (milkfish), tilapia, ayungin (silver perch) and
biya (gobyfish). According to Quiat, a single knife fish weighing one kilo is equal to
seven kilos of other fish species it consumes. "The problem is it does not have as much
market value. A kilo of tilapia, for instance, sells for P60-P70, but a knife fish could be
sold for just P30," he added. "Although fishermen treated the knifefish "undesirable," it
has more economic value than the janitor fish (Hypostomus plecostomus), another prying
fish species that got into Laguna de Bay in the '90s," said Charlie Dajao, the
spokesperson of the Department of Trade and Industry (DTI) regional office.

As part of a multiagency task force created to discuss the outbreak, the DTI
turned over to Pila a P661, 500 food processing plant on February 11. The agricultural
town has five of its 17 villages dependent on Laguna de Bay.

Last year, the municipality was also a grantee of a P1.7-million national
government cash-for-work program (fishermen were paid to catch the knife fish). But
Quiat said that fund has been used up.
With food cutters, stoves, sausage fillers, a chiller and a chest freezer thrice the
size of an average one, the facility in Barangay Pinagbayanan can make the fish meat into
nuggets, dumplings, sausages, burger patties or even fish balls, a popular Filipino
streetfood. A women's cooperative, Alyansa ng Kababaihan ng Pila, which is composed
mostly of the wives and daughters of fishermen, manages the factory.

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A Feasibility Study About RACCEMM's Dumpling House

BACKGROUND OF THE STUDY

cravings of many people. It can be considered as universal food because it is loved by

frozen food in many countries.

various product and service portfolios and a larger geographic footprint.

industries in our country.

SCOPE AND DELIMINATION

area of Brgy. Lucao District, Dagupan City, Pangasinan.

SIGNIFICANCE OF THE STUDY

The generalization of this study would be a great contribution to dumpling

study could be highly significant and beneficial specifically to the following:

consumer of this product

already have a name in the business.

RACCEMM's Dumpling House is a small business that will be started on May

innovative seafood dumpling products at reasonable costs. It offers a wide-array of

all depends of the likes/wants of our customers.

with an eye for excellent service.

tasting dumpling products. These are the objectives:

nutrients that suit Filipinos daily meal

 To establish a distinctive image in dumpling industry within its first year of

 To gain positive feedbacks from customers

 To be fully recognized in local and international market

 To expand the business by opening other branches after 3 years of operation

We envision a community where the customers have access to good quality,

customers to safety the food they eat

To achieve the mission, RACCEMM Dumpling house is committed to the

D – Development - to create a long-term value from customers, markets, and

U – Unique – to provide odd product to customers.

M – Maintainable – to be able to maintain the quality of our product.

P -- Perseverance – to be able to decide a plan/action adapt any obstacles arise in order to

continue working towards our goal.

be consistent over competitors.

improving the business products.

G – Generosity – to be generous enough to customers in providing them not only

delicious, but healthy food.

DESCRIPTION OF THE PRODUCTS/SERVICE VALUE PROPOSITION

milkfish, shrimp, shrimp, and vegetables.

the offers of a variety dumpling flavors:

Shrimp Dumpling - a crescent-shaped, mouth-watering shrimp flavored dumpling with a

pork fat, and bamboo shoots, and served steamed.

vinegar, and sesame oil.

McArthur Highway, Lucao, Dagupan City, Pangasinan near at Kingfisher School of

Business and Finance.

Figure 1.1 The Location of RACCEMM's Dumpling House

 It has already created product awareness  It may lack reputation.

in our country.  It may have difficulty in getti

The trend of dumplings is in peak.

by current trends in food.  Potential competition fr

REVIEW OF RELATED LITERATURE AND STUDIES

According to the article entitled, "Dumplings Made to Please" by Li, fish

Healthier Choice dishes offer plenty of value for money.

fresh batch of dumplings daily.

Philippines in an American kitchen. According to her, Shumai (Siomai) are dumplings

with a delicious soy sauce-based dipping sauce.

of time regardless of the quantity.

pierced, 30-50 minutes depending on the size of the garlic.

According to the study of Steen (2016), dumplings are a reasonably healthy

is also crucial in knowing whether dumplings are a healthy food option.

According to the study of Nuñes, the predator fish considered undesirable in

the lakeshore town of Pila in Laguna province in what is regarded a first-of-a-kind

spokesperson of the Department of Trade and Industry (DTI) regional office.

town has five of its 17 villages dependent on Laguna de Bay.

Last year, the municipality was also a grantee of a P1.7-million national

Quiat said that fund has been used up.