Marketing Plan Group3 1 1

COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT
FUD-TO-CART ENTERPRISE
A Marketing Plan
Presented to the Faculty of Quezon City University
San Bartolome, Novaliches Quezon City
2nd Semester, Academic Year: 2020-2021
In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Entrepreneurship
By: SBENT- 2F
Adriano, Raven Megane R.

Alcantara, Patricia Kathlyne a.
Añano, Erick Marc S.
Barrameda, Beverly S,
Bayola, Daisy Jane B.
Cardona, Glaida
Delda, Pamela Kaye V.
Eboses, Analyn D.
Gudoy, Rizza Kyla R.
Ibanez, Edrhine Paul P.
Lobos, Monina Grace F.
Madrigal, Jasmine Rein
Mejia, Divina M.
Papa, Mitzy Coleene T.
Samonte, Stephanie S.
Sansaet, Charrinelle Mae K.
Torres, Shiela
Vila, Aiyanna Nadeen A.
MENTOR:
Prof. Erlee Angel Reyes
JULY 2021
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TABLE OF CONTENTS
Page
TITLE PAGE…………………………………………………………………. i
TABLE OF CONTENTS……………………………………………………. ii
A. Business Description/ Background 1
1. Rationale
2. Nature of Business
3. Business/ Company Name
4. Vision
5. Mission
6. Objectives
7. The Product
8. Target Market
B. Market Environment
1. Target Market
2. Target market’s Unmet Needs
3. The Estimated Market Size
4. Assumptions
5. Demand Analysis
C. Market Competition
1. Competitors
2. Information on Key Competitors
3. SWOT Matrix
4. External Factor Evaluation Matrix
D. Market Plan
1. Product Portfolio
2. Product Description
3. Key Components
4. Product Testing
5. Future Plan
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E. Marketing and Sales Strategy
1. Sales Forecast
2. Sales Strategy
3. Branding Strategy
4. Distribution Strategy
5. Pricing Strategy
6. Promotion Strategy
7. Marketing Budget
F. Appendices
Appendix 1: Survey Questionnaire

Appendix 2: Market Research Results
Appendix 3: Other Research and Supporting Documents
Appendix 4: References/ Work Cited (APA 7th Edition)
PAGE \*
A. Business Description/ Background
1. Rationale
As a student of Entrepreneurship, starting a siomai enterprise is easy, to bring

affordable food without losing its delicious taste. It only requires low capital.
The hard part is keeping the siomai business running. But with a good
marketing strategy, good location and good know-how of the product, our
siomai business can be profitable and successful.
2. Nature of Business
The Fud-to-Cart enterprise nature of business is a manufacturer that creates

food products and good services that are the basis of our standard of living.
The standard of any country is measured by the goods and good services
people can buy with the money they have. Creating new products or improved
versions of existing products that increase their usefulness. The type and form
of our business is a general partnership. In general partnerships, all partners
have unlimited liability. Our business is owned by partnerships who contribute
equal capital to conduct business.
3. Business/Company Name
Company trademark was Fud-to-Cart Enterprise that will have a patent to the
Bureau of Trademarks at the Intellectual Property Office. It is significant to
have a trademark because it is an efficient commercial communication tool to
capture customer attention and make the enterprise, and the products stand
out.
The trade name of Fud-to-Cart Enterprise is that will identify the product itself.
A trade name is a monumental role in the brand’s growth and perception and
its significance to create a good business name.
4. Mission
Our enterprise mission is to provide fresh, healthy, nutritious and great tasting
food at reasonable prices in a clean, friendly and convenient environment.
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5. Vision
Our vision is to be recognized in different places and be the number

one place people will choose to fill their cravings when it comes to
siomai.
6. Objectives
Fud-to-Cart Enterprise desires to provide fresh, healthy, nutritious, and great

tasting food at reasonable prices in a clean, friendly, and convenient
environment. To achieve the best customer service skills, the firm has to set
specific, measurable, attainable, and relevant solutions within the allotted
period of time and should be accomplished within the deadline.
Specific
● The Fud-To-Cart enterprise aims to attract a great number of consumers and

to be recognized in different places, and to be the number one place people
will choose to satisfy their cravings when it comes to siomai.
Measurable
● The Fud-To-Cart enterprise is constantly increasing its sales after conducting

new innovative products.
● The Fud-To-Cart enterprise sold out of their 132 pcs of Sio Mai Color every
operation.
Attainable
These are the steps of the Fud-To-Cart enterprise to achieve its goals.
● Continuous improvements to products.
● communicate with the customers and keep their feedback as a suggestion to

make a better product.
● Implementing more marketing strategies.
Relevant
● Fud-to-Cart Enterprise aims to improve our target sales by having a physical

store while minimizing our expenses that didn't exceed our allotted budget. It
will promote and gather more customers than our online platform.
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Time Bound
● The Fud-To-Cart enterprise implements a continuous improvement of Sio Mai

Color by keeping feedback from their customers as a suggestion to make the
product better. The goal should be achieved within 2 years.
7. The Product
The Product Fud-to-Cart Enterprise will offer a siomai that has two flavors
which are pork and chicken. The wrapper we are using has different varieties
such as squash, malunggay and beets. These vegetables will be added in
making the wrapper and it will give flavor and add nutrients to it.
8. Target Market
The target audience of Fud-to-Cart Enterprise is segmented according to the

age of students, professionals and households from 12-60 yrs old of all
genders.
B. Market Environment
1. Target Market
1. Demographic
The Fud-to-Cart Enterprise focuses on the different varieties

of Siomai. Customers are segmented according to the age of
students, professionals and household from 12 to 60 years old
between male and female. Customer’s consideration when
purchasing a product is according to price, quality, varieties and
availability. (Any race, religion, family size, ethnicity, and
education level)
2. Geographic
● Fud-to-Cart has a physical store located at Brgy. Sauyo,

Novaliches Quezon City
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● It is also available online and concentrated in the

barangays of Commonwealth, Holy Spirit, Batasan Hills,
North Fairview, Sauyo, Bagbag, Capri and San Bartolome
in Quezon City, Metro Manila
3. Behavioral and Psychographics
● Students, non-working, household, and professionals

from middle class to working class.
● Individuals who buy street foods and individuals who want

affordable yet nutritious foods.
2. Target Market’s Unmet Needs
The product Sio Mai Color is to bring affordable food without losing its
delicious taste. We provide a variety of products noted for its quality and taste.
SioMai Color provides a nutritional food due to the vegetable juice that is
combined with our wrapper, as well as the leftover vegetables that are utilized
in vegetable juicing and mixed with our key ingredients of siomai. Vegetable
juice is a simple way to increase the number of veggies in your diet; it's high in
vitamins and minerals, but it's lower in fiber and less satisfying than most
whole vegetables.
DISTRICT V PAST PRESENT GROWTH GROWTH PROJECTED

(BARANGGAY)
5 YEARS YEAR POPULATION RATE POPULATION
(2010) (2015) (2015-2020) % (2020)
SAN 44,739 45,188 3,254 7.20% 48,442

BARTOLOME
GULOD 53,738 53,325 3,840 7.20% 57,165
NOVALICHES 14,748 15,381 1,108 7.20% 16,489

PROPER
SANTA 44,315 46,553 3,353 7.20% 49,906

MONICA
NORTH 38,285 41,154 2,964 7.20% 44,188

FAIRVIEW
SANTA LUCIA 24,349 25,577 1,842 7.20% 27,419
PASONG 31,931 35,135 2,530 7.20% 37,665
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PUTIK
BAGBAG 37,908 56,936 4,100 7.20% 61,036
KALIGAYAHAN 48,433 54,576 3,930 7.20% 58,506
NAGKAISANG 46,691 49,048 3,532 7.20% 52,580

NAYON
3. The Estimated Market Size - describe your target market’s

geographical coverage and provide the population data (Past 5 years, present
year, projected 5 years) in tabular form.
The enterprise aiming to operate in the Quezon City areas particularly in the
following Barangays: San Bartolome, Gulod, Novaliches Proper, Santa
Monica, North Fairview, San Lucia, Pasong Putik, Bagbag, Kaligayahan,
Nagkaisang Nayon.
For the past 5 years 2010 column, stated the actual census count of Philippine
Statistics Authority it gives the accurate population count in the past 5 years.
The present year (2015) stated the accurate census of Philippine Statistics
Authority for the latest population count.
The projected year (2020) gives a consistent growth rate of 7.20% according
to doh.gov.ph.
4. Assumptions
• Team management goes very well handling the business thru up and downs.
• Different location of franchise is opened.
• More than a thousand of our product has been sold to retail and wholesale.
5. Demand Analysis
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Conservatism Rate
Potential Demand Acceptability Rate Demand Forecast
(20%)
9303 86% 8010 1601.9766 6408
The table above shows the demand forecast of Fud-to-Cart Enterprise. The
computation of the demand forecast is based on the result from our survey
questionnaire. The Demand forecast of our enterprise has a total of 6408. The
potential demand of the enterprise is 9303. It came from the 10 barangays of
District 5 Quezon City which are our target population. The acceptability rate is
86% or 8,010 of our potential demand is willing to buy our product, Siomai Color
while 20% or 1602 of the conservatism rate is not yet sure to buy our product.
C. Market Competition
1. Competitors
Our competitors are Siomai House, Master Siomai and Siomai King.
2. Information on Key Competitors
Siomai has become one of the most popular snack foods for Pinoys.
We use natural ingredients with functional benefits, Siomai Color offers
healthy and good quality of siomai. With benefits to everyone who likes
healthy food.
3. SWOT Matrix - provide a comparative analysis of your business using

SWOT Analysis.
STRENGTHS WEAKNESSES
● We focus on marketing ● Establishing a business because
campaigns with clear goals and of the pandemic.
strategies. ● There are a lot of companies
● We establish and maintain a selling siomai products.
strong capital base. ● Don't have an exact location of
● We have wide knowledge to our physical store because of the
improve our products. pandemic.
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OPPORTUNITIES THREATS
● New generations of customers ● Expensive new marketing
appreciate innovative products. campaigns.
● There is a growing community of ● Don't have control of supply and
siomai products. distribution to the market.
● Introduce our innovative product ● Fluctuations in prices of supply
to the market may occur
4. External Factor Evaluation (EFE) Matrix - provide an environmental

analysis using the following factors: Economic, Social, Cultural, Demographic,
Environmental, Governmental/Political, Legal, and Technological.
OPPORTUNITIES WEIGHT WEIGTED
RATINGS SCALE
The enterprise is serving the people 0.00 3 0.00
who lived at Quezon City. (Scope
District 5)
The enterprise is qualified in BMBE 0.05 4 0.05
law wherein it was exempted for
business taxes.
Clearly differentiated products. 0.01 2 0.01
The enterprise has good sales during 0.05 3 0.05
sunny day.
The enterprise may adapt new ways 0.04 4 0.04
of creating the product.
Decrease in price of ingredients. 0.04 4 0.04
THREATS
The enterprise is also competing with 0.05 4 0.05

other enterprises.
It requires a lot of trial to improve the 0.03 3 0.03
production process Increase in price
of ingredients.
The enterprise has poor sales during 0.03 3 0.03
rainy or cold weather.
Losing key or valuable customers. 0.04 4 0.04
Home delivery competitors. 0.03 3 0.03
Poor ratings on review websites. 0.03 3 0.03
TOTAL: 0.4 0.4
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D. Market Plan
1. Product Portfolio
As of now FUD-TO-CART ENTERPRISE product is siomai only which is made

up of two (2) flavor, chicken with vegetable, and pork with vegetable.
2. Product Description
Our product is siomai made of vegetables such as squash,

malunggay, carrots, and beet. It has two (2) flavors, chicken and
pork and it has three (3) colors are yellow, red and green. Our
siomai is bite size and the wrapper is made by our production
team themselves. It can be a snack or it can be a partner with
rice. This product helps you to relieve hunger if you don't have
much time and also it is good to those people who are conscious
about their health and want to maintain their lifestyle and it is
good for everyone because vegetable Vegetables are also rich in
fiber, which helps maintain digestion and reduce the risk of
cardiovascular disease and some cancers.
PAGE \*
3. Key Components
Wrapper
One of the main ingredients used in siomai which makes it wrap it all up.
Cornstarch
starch made from corn and used as a thickening agent.
Egg
Used as to coat foods and as a binding agent, it is also a source of protein,

calcium and several vitamins and nutrients.
Cilantro
leaves of the coriander plant. It is commonly eaten as a food or used as a

spice. Cilantro may also provide health benefits in the form of reducing the risk
of heart disease, diabetes, obesity, and seizure severity, as well as raising
energy levels and healthy hair and skin.
Carrots
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a weight-loss-friendly food and have been linked to lower cholesterol levels

and improved eye health.
Squash
One of the varieties of the wrapper. Squash is considered a fruit. High in

vitamins A, B6, C, fiber, potassium etc. which also provides numerous health
benefits.
Beetroot
Another variety of the wrapper that comes from the same family as sugar
beets. Beetroot is an excellent source of iron and is great for maintaining
healthy hemoglobin levels.
Malunggay
Also one of the varieties of the wrapper which is widely used as vegetable
ingredient in cooking. Benefits of malunggay include strengthening of immune
system, better calcium absorption and improved motor skills.
Salt
mineral composed primarily of sodium chloride (NaCl) which makes it as a

main source of sodium and chloride ions in the human diet. Sodium is
essential for nerve and muscle function and is involved in the regulation of
fluids in the body.
Flour
Powder made by grinding raw grains, roots, beans, nuts, or seeds. Excellent
source of protein, vitamins, fibre and complex carbohydrates. It is also low in
fat and cholesterol.
Soy Sauce
Soy sauce is a salty liquid condiment traditionally produced by fermenting

soybeans and wheat. Largely used to impart an appetizing flavor to several
cooked foods, as well as to help digestion.
Calamansi
PAGE \*
A perfect partner of the soy sauce especially if used as a sauce of siomai. This
fruit is also extremely rich in vitamin C.
Chili Garlic Paste
Adds a garlicy and salty rich taste, basically used to add more flavor to the
sauce.
Pork
Most consumed meat worldwide, rich source of certain vitamins and minerals
your body needs to function, like iron and zinc. It is used as one of the types of
siomai offered by the enterprise.
Chicken
Also used as another type of our siomai together with the said ingredients
above. It is highly nutritious and a good source of protein.
Pepper
Low in calories and are loaded with good nutrition. Used to add more flavor to
either the pork or chicken or the siomai itself.
Garlic
Used as a flavoring agent also. Can benefit the heart, brain, and other organs.
Onion
Adds excellent flavor especially to meat dishes. Contain antioxidants and
compounds that fight inflammation and reduce cholesterol levels.
The company will source this materials by having suppliers which is located in
different parts of District V Quezon City depending on the ingredient expected
to be supplied by them. However, if in case the supplier doesn't have the said
raw materials, we believe that most of it are produced and most of the time
available in the market, in this case the enterprise will be able to find a
temporary substitute without wasting much time.
4. Product Testing
PAGE \*
The enterprise members and staffs will also try to taste and judge it first before
anyone else to know its quality, taste, competitive advantage and other things
that complies with the standards established by the enterprise. Next would be
working with a small group of customers who can provide direct product
feedback like in friends or family first of the members of the enterprise
targeting specifically the ones that suits the criteria of the enterprise's target
market.
5. Future Plan
We intend to enhance our long-standing relationship with our customer by

providing other side dishes along with our Sio Mai Color. We would like to
satisfy our customers by giving them quality, innovative and healthy food. One
of the side dishes is fried rice consisting of chopped carrots, spinach and some
scrambled eggs. The second one is fried noodles mixed together with bean
sprout. You can also pick different sauces that will be mixed to your fried
noodles with siomai.
E. MARKETING AND SALES STRATEGY

I. SALES FORECAST
The table show the projecting sales for Sio Mai Color for 5 years.
1ST YEAR
SIO MAI QUARTER UNIT PRICING SALES UNIT COST OF
COLOR SALES (PHP) (UNIT COST SALES
SALES X (UNIT
PRICING) SALES X
UNIT
COST)
1st quarter 4,752pcs 7 pesos 33,264 5.403 25,675.056
nd
2 quarter 4,752pcs 7 pesos 33,264 5.403 25,675.056
PORK
3rd quarter 4,752pcs 7 pesos 33,264 5.403 25,675.056
4th quarter 4,752pcs 7 pesos 33,264 5.403 25,675.056
2nd quarter 4,752pcs 5 pesos 23,760 4.057 19,278.864
CHICKEN
2ND YEAR
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SALES X (UNIT
PRICING) SALES X
UNIT
COST)
nd
PORK rd
th
st
nd
CHICKEN rd
3RD YEAR

SALES X (UNIT
PRICING) SALES X
UNIT
COST)
PORK
CHICKEN
4th YEAR

SALES X (UNIT
PRICING) SALES X
UNIT
COST)
PAGE \*

PORK rd
th
st
nd
CHICKEN
th
5th YEAR

SALES X (UNIT
PRICING) SALES X
UNIT
COST)
nd
PORK rd
th
st
CHICKEN rd
th
II. SALES STRATEGY
We promoting our product in social media because most of the people

are standby and locating where they will eat so that our product name will also
spread out and a lot of people will know it also we will having a product testing
and survey to make sure that our product is ‘in’ of the taste of the Filipinos.
PAGE \*
III. BRANDING STRATEGY
● Price
We Measure our price depending on the target market and we decide that
we have to get all target customer and that we conclude that this price may goes
up or down depending on the raw materials
● Environment
We Make Sure that to keep the environment clean with using a reusable
package to our product and we always have to make our workplace happy and
convenient to customer to attract them.
● Nutrition
We measured all the ingredients we put is safe also many nutrients on the
variants we placed on.
IV. DISTRIBUTION STRATEGY
Direct distribution
Direct distribution is more efficient because our product must be deliver

faster to consumers. This strategy for distribution is focus on deliver products directly
from producer to end consumer without any intermediaries. It also focuses in
manpower because our member in enterprise are the one working for the product
from buying all the ingredients to selling it to market. It helps the enterprise to have
high rates of profit than indirect distribution channel. The units to be distributed are
low because our enterprise is only starting.
V. PRICING STRATEGY
Pricing
5 pesos for Chicken
7 Pesos for Pork
Cost Based
4.057 Pesos for Chicken
5.403 Pesos for Pork
Demand Based
1 Pieces Each
SALES
PAGE \*
Pork 7 pesos -
5.403 pesos
=1.597 pesos
Chicken 5 pesos -
4.057 pesos
=0.943 pesos
VI. PROMOTION STRATEGY
Social media platforms

We promote our product by using social media like we are creating of our
own website, Facebook, Twitter and Instagram. This social media platforms will
contain necessary information about the variation of our product, price and how to
avail. It also consist of our updates on our enterprise or sudden announcements,
games, freebies, discounts will be posted on this platforms.
We also have flyers in our physical store in case this pandemic will end
and let our enterprise to rent that flyers indicates our information and different
variation and the prices of our product and we have also an tarpaulin in the
physical store so that the customers who is passing by in our place can see
our product and can buy. Our store also creating promos, discount and
freebies to be more attractive from the customers.
VII. MARKETING BUDGET
The table below shows the budget of marketing strategy, activities and tools
that we will use in 1st year of our operation.
Marketing Budget Plan

Annual Total Budget
PAGE \*
Tarpaulin 600 (300/6 months x 2)
Packaging 3000 (250/month x 12months)
Product Testing 200 (1st day of opening)
Total: 3,800
F. APPENDICES
APPENDIX 1: SURVEY QUESTIONNAIRE

AGE FREQUENCY PERCENTAGE
21-25 73 50.7
12-20 60 41.7
26-30 5 3.5
41 & ABOVE 5 3.5
31-35 2 1.4
36-40 2 1.4
TOTAL 147 105
Table 1 shows the frequency and percentage distribution of the profile

variables of the respondents in Novaliches, District, Quezon City as shown in
the table, 73 (50.7%) out of 147 respondents indicated they belong to 21-25
age category, followed by 60 (41.7%) belong to 12-20 age category, 5 (3.5%)
belong to 26-30 age category and 5 (3.5) belong to 41&Above, 2 (1.4) belong
to 31-35 age category followed by 2 (1.4) belong to 36-40 age category.
Therefore, the figure of the above table shows that ages 21-25 are the
dominant participants of the research survey.
PAGE \*
GENDER FREQUENCY PERCENTAGE
FEMALE 89 61.8
MALE 50 34.7
PREFER NOT TO SAY 5 3.5
TOTAL 144 100

variables of the respondents in Novaliches District, Quezon City as shown in
the table, 89 (61.8%) out of 144 respondents indicated that they are female
followed by 50 (34.7%) indicated that they are male and 5 (3.5%) indicated
they are prefer not to say. Therefore, the figure of the above table shows
that females are dominant participants of the research survey.
EMPLOYMENT STATUS FREQUENCY PERCENTAGE
STUDENT 108 75.0
EMPLOYED 26 18.1
UNEMPLOYED 8 5.6
SELF-EMPLOYED 7 4.9
RETIRED 0 0
TOTAL 149 103.6

the table, 108 (75%) out of 149 respondents indicated that they are student,
followed by 26 (18.1%) indicated that the are employed, and 8 (5.6) indicated
that they belong to unemployed and 7 (4.9%) indicated that they are self-
employed, 0. (0%) indicated that they belong to retired. Therefore, the figure
of the above table shows that students are dominant participants of the
research survey.
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MONTHLY
ALLOWANCE/ INCOME FREQUENCY PERCENTAGE
LESS THAN 5,000 104 72.3
PHP 10,001-15,000 14 9.7
PHP 5,001-10,000 11 7.6
PHP 20,000 ABOVE 8 5.6
NONE 7 4.9
PHP 15,001-20,000 3 2.1
TOTAL 147 102.2

the table, 104 (72.3%) out of 147 respondents indicated that they are less than
5,000 monthly allowance/income, followed by 14 (9.7%) indicated that they are
10,001-15,000php, and 11 (7.6)% indicated that they are 5,001-10,000php,
followed by 8 (5.6%) indicated that they are 20,000 Above, and 7 (4.9)
indicated that they are none monthly allowance/income, and 3 (2.1%)
indicated that they are 15,001-20,000php monthly allowance/income,
Therefore the figure of the above table shows that less than 5,000
monthly allowance/income are dominant participants of the research
survey.
BARANGAY FREQUENCY PERCENTAGE
BAGBAG 18 12.5
NORTH FAIRVIEW 15 10.4
GULOD 14 9.7
SAN BARTOLOME 14 9.7
NAGKAISANG-NAYON 12 8.3
SANTA MONICA 12 8.3
KALIGAYAHAN 9 6.3
NOVALICHES PROPER 7 4.9
SANTA LUCIA 5 3.5
CAPRI 5 3.5
SAUYO 4 2.8
PAGE \*
CALOOCAN CITY 4 2.8
PASONG TAMO 4 2.8
PASONG PUTIK 3 2.1
PAYATAS A 3 2.1
TANDANG SORA 2 1.4
BAGONG SILANGAN 1 0.7
APOLONIO SAMSON 1 0.7
CALOOCAN CITY 1 0.7
BULACAN 1 0.7
SOUTH TRIANGLE 1 0.7
BRGY SAN JOSE 1 0.7

BORONGAN
BAESA 1 0.7
BAGUMBONG 1 0.7
FAIRVIEW 1 0.7
TALIPAPA 1 0.7
SAN AGUSTIN 1 0.7
LAGRO 1 0.7
BALINGASA 1 0.7
TOTAL 144 100.2

variables of the respondents in Novaliches District, Quezon City as shown
in the table, 18 (12.5%) out of 144 respondents indicated belong to Brgy,
Bagbag, followed by 15 (10.4) indicated that they are Brgy. North Fairview and
14 (9.7%) indicated that they are Brgy. Gulod, 14 (9.7%) indicated that they
are Brgy, San Bartolome and followed by 12 (8.3%) indicated that they are
Brgy, Nagkaisang Nayon, and 12 (8.3%) indicated that they are Brgy, Sta.
Monica and followed by 9 (6.3%) indicated that they are Brgy, Kaligayahan, 7
(4.9%) indicated that they are Brgy, Novaliche Proper, followed by 5 (3.5%)
indicated that they are Brgy, Santa Lucia, and 5 (3.5%) indicated thay rhey are
Brgy, Capri, and followed by 4 (2.8%) indicated that they are Brgy, Sauyo, 4
(2.8%) indicated that they are Brgy, Caloocan City and followed by 4 (2.8%)
indicated that they are Brgy, Pasong Tamo, and 3 (2.1%) indicated that they
PAGE \*
are Brgy, Pasong Putik, followed by 3 (2.1%) indicated that they are Brgy,
Payatas A, and 2 (1.4%) indicated that they are Brgy, Tandang Sora, followed
by 1 (0.7%) indicated that in Brgy, Bagong Silang, 1(0.7%) indicated that in
Brgy, Apolonio Samson, 1 (0.7%) indicated that in Brgy, Caloocan city,
followed by 1 (0.7%) indicated that in Brgy, Bulacan, 1 (0.7%) indicated that in
Brgy, South Triangle, and 1 (0.7%) indicated that in Brgy, San Jose Borongan,
and 1 (0.7%) indicated that in Brgy, Baesa, and followed by 1 (0.7%) indicated
that in Brgy, Bagumbong, and 1 (0.7%) indicated that in Brgy, Fairview, and 1
(0.7%) indicated that in Brgy, Talipapa, followed by 1 (0.7%) indicated that in
Brgy, San Agustin, and 1 (0.7%) indicated that in Brgy, Lagro, 1 (0.7%)
indicated that in Brgy, Balingasa. Therefore, the figure of the above table
shows that in Barangay Bagbag are dominant participants of the
research survey.
SURVEY QUESTIONS:
1. Which of the following
reasons why you buy a FREQUENCY PERCENTAGE
meal?
TASTE 114 79.2
QUALITY OF THE FOOD 89 61.8
PRICE 73 50.7
APPEARANCE 46 31.9
HUNGRY 2 1.4
LIVING PURPOSES 1 0.7
CRAVING 1 0.7
TOTAL 326 226.4

the table, 114 (79.2%) out of 326 respondents indicated that for Taste,
followed by 89 (61.8%) indicated that for Quality of Food, 73 (50.7%) indicated
that for Price, and 46 (31.9%) indicated that for Appearance, followed by 2
(1.4%) indicated that for Hungry, 1 (0.7%) indicated that for Living Purposes
followed by 1 (0.7%) indicated that for Craving. Therefore, the figure of the
above table shows that for Taste are dominant participants of the
research survey.
PAGE \*
2. Do you eat Siomai? FREQUENCY PERCENTAGE
YES 143 99.3
NO 1 0.7
TOTAL 144 100

the table, 143 (99.3%) out of 144 respondents indicated for YES, and 1 (0.7%)
indicated for NO, Therefore, the figure of the above table shows that for
YES are dominant participants of the research survey.
3. Do you like Siomai with

vegetables? FREQUENCY PERCENTAGE
YES 111 77.6
NO 25 17.5
MAYBE 8 5.6
TOTAL 144 100.7

the table, 111 (77.6%) out of 144 respondents indicated for YES, followed by
25 (17.5%) indicated for NO, and 8 (5.6%) indicated for MAYBE. Therefore,
the figure of the above table shows that for YES are dominant
participants of the research survey.
4. How often do you eat FREQUENCY PERCENTAGE
siomai?
SOMETIMES 115 79.9
ALWAYS 19 13.2
ONCE A WEEK 11 7.9
IF I HAD A CHANCE 1 0.7
TOTAL 146 101.7
PAGE \*

the table, 115 (79.9%) out of 146 respondents indicated for Sometimes, followed
by 19 (13.2%) indicated for Always, 11 (7.9%) indicated for Once a week and 1
(0.7%) indicated for If had a chance. Therefore the figure of the above table
shows that for SOMETIMES are dominant participants of the research
survey.
5. For you, what is the best

time of the day to purchase FREQUENCY PERCENTAGE
Siomai?
SNACK 123 89.0
LUNCH 53 37.1
DINNER 20 14.0
BREAKFAST 11 7.7
ANYTIME 3 2.1
MERIENDA 1 0.7
TOTAL 211 150.6

the table, 123 (89.%) out of 211 respondents indicated they belong to Snack,
followed by 53 (37.1%) indicated that they are lunch, and 20 (14.0%) indicated
that they are for dinner followed by 11 (7.7%) indicated that they are breakfast
and 3 (2.1%) indicated that they are anytime followed by 1 (0.7%) indicated
that they are marienda. Therefore, the figure of the above table shows that
for Snack are dominant participants of the research survey.
6. Where do you usually
buy siomai? FREQUENCY PERCENTAGE
STALL 115 79.9
VENDORS 100 69.4
ONLINE 19 13.2
RESTARURANTS 11 7.6
TOTAL 245 170.1
PAGE \*
Table11 shows the frequency and percentage distribution of the profile

the table,115 (79.9%) out of 245 respondents indicated they belong to Stall,
followed by 100 (69.4%) indicated that they are Vendors, and 19 (13.2%)
indicated that they are Online, and followed by 11 (7.6%) indicated that they
are Restaurant. Therefore, the figure of the above table shows that for
Stall are dominant participants of the research survey.
7.. If you choose online,

Which mode do you prefer FREQUENCY PERCENTAGE
for payment?
CASH ON DELIVERY 97 67.4

CASH IF PURCAHSE ON 72 50.0
PHYSICAL STORE
E-WALLET 27 18.8
BANK PAYMENT 6 4.2
TOTAL 202 140.4
Table12 shows the frequency and percentage distribution of the profile

the table, 97 (67.4%) out of 202 respondents indicated they belong to Cash on
delivery, followed by 72 (50.0%) indicated that they are Cash if purchase on
Physical Store, and 27 (18.8%) indicated that they are E-Wallet followed by 6
(4.2%) indicated that they are Bank payment. Therefore. the figure of the
above table shows that for Cash on Delivery are dominant participants of
the research survey.
8. Are you willing to buy Sio

Mai Color? (Wrapper has FREQUENCY PERCENTAGE
color)
YES 124 86.1
NO 20 13.9
PAGE \*
TOTAL 144 100

the table, 124 (86.1%) out of 144 respondents indicated they belong to Yes,
followed by 20 (13.9%) indicated that they are No. Therefore, the figure of
the above table shows that for Yes are dominant participants of the
research survey.
FREQUENCY PERCENTAGE
9. Reasons to eat siomai?
TASTE 117 81.3
PRICE 77 53.5
QUALITY 67 46.5
CONVENIENT 61 42.4
VARIET OF MENU 29 20.1
TOTAL 351 243.8

the table, 117 (81.3%) out of 351 respondents indicated they belong to Taste,
followed by 77 (53.5%) indicated that they are for Price, 67 (46.5%) indicated
that they are to Quality, 61 (42.4%) indicated that they are Convenient
followed by 29 (20.1%) indicated that they are Variet of Menu. Therefore the
figure of the above table shows that for Taste are dominant participants
of the research survey.
10. Preferred variant of

siomai? FREQUENCY PERCENTAGE
PORK WITH VEGETABLES 113 78.5
PAGE \*
BEEF WITH VEGETABLES 61 42.4

CHICKEN WITH 60 41.7
VEGETABLES
SHRIMP WITH VEGETABLES 56 38.9
FISH WITH VEGETABLES 16 11.1
PORK SIOMAI 2 1.4
PORK AND BEEF ONLY 1 0.7
PORK AND CHICKEN ONLY 1 0.7
TOTAL 310 215.4

the table, 133 (78.5%) out of 310 respondents indicated they belong to Pork
with Vegetables followed by 61 (42.4%) indicated that they are Beef with
Vegetables, 60 (41.7%) indicated that they are Chicken with vegetables
followed by 56 (38.9%) indicated that they are Shirmp with vegetables, 16
(11.1%) indicated that they are Fish with vegetables followed by 2 (1.4%)
indicated that they are Pork Siomai, 1 (0.7%) indicated that Pork and beef only
followed by 1 (0.7%) indicated that Pork and chicken only. Therefore, the
figure of the above table shows that for Pork and Vegetables are
dominant participants of the research survey.
11. Are you allergic to meat
or any other food? FREQUENCY PERCENTAGE
NO 122 84.7
YES 22 15.3
TOTAL 144 100

the table, 122 (84.7%) out of 144 respondents indicated that belong to No,
followed by 22 (15.3%) indicated that they are Yes. Therefore, the figure of
the above table shows that for No are dominant participants of the research
survey.
12. Which siomai do you

prefer? FREQUENCY PERCENTAGE
PAGE \*
BOTH 90 62.5
STEAMED 39 27.1
FRIED 18 12.5
TOTAL 147 102.1

the table, 90 (62.5%) out of 147 respondents indicated that belong to Both,
followed by 39 (27.1%) indicated that they are Steamed, 18 (12.5%) indicated
that they are Fried. Therefore, the figure of the above table shows that for
Both are dominant participants of the research survey.
13. Is sauce a big part of

rating the taste of the FREQUENCY PERCENTAGE
siomai?
YES 141 97.9
NO 3 2.1
TOTAL 144 100

the table, 141 (97.9%) out of 144 respondents indicated they belong to Yes,
followed by 3 (2.1%) indicated that they are No. Therefore, the figure of the
above table shows that for Yes are dominant participants of the research
survey.
14. If yes, what sauce would

you prefer? FREQUENCY PERCENTAGE
PAGE \*
CHILI AND SOY SAUCE 103 71.5
SWEET AND CHILI 76 52.8
SWEET 18 12.5
CHILI 17 11.8
CHILI SAUCE WITH FRIED 1 0.7

GARLIC AND SOY SAUCE
TOTAL 215 149.3

the table, 103 (71.5%) out of 215 respondents indicated that they belong to
Chili and Soy Sauce followed by 76 (52.8%) indicated that they are Sweet in
Chili, 18 (12.5%) indicated that they are Sweet followed by 17 (11.8%)
indicated that they are Chili, 1 (0.7%) indicated that Chili Sauce with Fried
Garlic and Soy sauce. Therefore, the figure of the above table shows that
for Chili and Soy Sauce are dominant participants of the research
survey.
15. How much are you

willing to spend on buying 4 FREQUENCY PERCENTAGE
pcs of Siomai?
20 77 53.5
25 40 27.8
30 17 11.8
50 AND ABOVE 13 9.0
40 8 5.6
TOTAL 155 107.7

PAGE \*
the table, 77 (53.5%) out of 155 respondents indicated that they belong to
20pesos followed by 40 (27.8%) indicated that they are 25pesos, 17 (11.8%)
indicated that they are 30pesos followed by 13 (9.0%) indicated that they are
50 and Above, 8 (5.6%) indicated that they are 40 pesos. Therefore, the
figure of the above table shows that for 20pesos are dominant
participants of the research survey.
16. Do you consider siomai FREQUENCY PERCENTAGE
as a go to meal?
YES 143 99.3
NO 1 0.7
TOTAL 144 100

the table, 143 (99.3%) out of 144 respondents indicated they belong to Yes, 1
(0.7%) indicated that No. Therefore, the figure of the above table shows that
for Yes are dominant participants of the research survey.
PAGE \*
APPENDIX 2: MARKET RESEARCH RESULTS (GRAPHICAL AND TABULAR

WITH INTERPRETATION)
2.1
AGE
1% 3%
3%
12-20
41%
21-25
26-30
31-35
50% 36-41
2.2
GENDER
4%
FEMALE
35%
MALE
PREFER NOT TO
SAY
62%
PAGE \*
2.3
EMPLOYMENT STATUS
5%
5%
17% STUDENT
EMPLOYED
UNEMPLOYED
SELF-
EMPLOYED
72%
2.4
MONTHLY ALLOWANCE
5%
5%
2%
LESS THAN 5,000
9% 5,001-10,000
10,001-15,000
15,001-20,000
7%
20,000 AND
ABOVE
NONE
71%
2.5
PAGE \*
DISTRICT 5 BARANGAYS
BAGBAG
1%3%1%
4% 16% NORTH FAIRVIEW
4% GULOD
SAN BARTOLOME
6%
NAGKAISANG-NAYON
13% SANTA MONICA

8%
KALIGAYAHAN
NOVALICHES PROPER
SANTALUCIA
10% CAPRI
12%
FAIRVIEW
PASONG PUTIK
10%
12% LAGRO
SURVEY QUESTIONS
1. Which of the following reasons why you buy a meal?
PAGE \*
Chart Title
3%3%
1%
13%
33% TASTE
QUALITY OF THE FOOD
PRICE
APPEARNCE
HUNGRY
LIVING PURPOSES
21%
CRAVING
26%
2. Do you eat Siomai?
1%
3.
3.
3.
YE 3.
S
NO 3.
3.
3.
99%
3.
3.
3.
Do you like Siomai with vegetables?
PAGE \*
6%
17%
YES
NO
MAYBE
77%
4. How often do you eat Siomai?
8% 1%
13%
SOMETIMES
ALWAYS
ONCE A WEEK
IF I HAD A CHANCE
79%
5. For you, what is the best time of the day to purchase Siomai?
PAGE \*
1%5%
9%
25% BREAKFAST
LUNCH
MERIENDA
SNACK
DINNER
0%
ANYTIME
59%
6. Where do you usually buy Siomai?
7.
4% 7.
8%
7.
7.
47% 7.
STALL
7.
VENDORS
41% ONLINE 7.
RESTAURAN
TS 7.
7.
7.
7.
7.
If you choose online, which mode do you prefer for payment?
PAGE \*
8.
3%
8.
13%
8.
8.
8.
CASH ON DELIVERY
48% CASH IF PURCHASE 8.
ON PHYSICAL
STORE 8.
E-WALLET
BANK PAYMENT 8.
36% 8.
8.
8.
8.
8.
Are you willing to buy Sio Mai Color?( wrapper has color).
9.
14%
9.
9.
9.
YES
9.
NO
9.
9.
86% 9.
9.
9.
Reason to eat Siomai?
PAGE \*
8%
10.
10.
17% 33% 10.

TASTE
10.
PRICE
QUALITY 10.
CONVINIENT 10.
VARIETY OF
MENU 10.
19%
10.
22% 10.
10.
10.
Preferred variant of Siomai?
0%
0%
5% 1%
11.
18% 11.
PORK W/ VEGETABLES
36%
BEEF W/ VEGETABLES
11.
CHICKEN W/ 11.
VEGETABLES
SHRIMP W/ 11.
VEGETABLES
FISH W/ VEGETABLES 11.
19% PORK SIOMAI 11.
PORK AND BEEF ONLY
PORK AND CHICKEN 11.
ONLY
20% 11.
11.
11.
Are you allergic to meat or any other food?
PAGE \*
15%
YES
NO
85%
12. Which Siomai do you prefer?
12%
BOTH
27%
STEAMED
61%
FRIED
13. Is sauce a big part of rating the taste of the Siomai?
PAGE \*
2%
YES
NO
98%
14. If yes, what sauce would you prefer?
8% 0%
8%
CHILI AND SOY SAUCE

SWEET AND CHILI
48% CHILI
SWEET
CHILI SAUCE WITH FRIED GARLIC
AND SOY SAUCE
35%
15. How much are you willing to spend on buying 4 pcs of Siomai?
PAGE \*
8%
5%
11%
20 25
50%
30 40
50 AND
ABOVE
26%
16. Do you consider Siomai as a go to meal?
1%
YE
S
NO
99%
APPENDIX 4: REFERENCES/ WORK CITED (APA 7TH EDIT)
https://www.citypopulation.de/en/philippines/quezoncity/?
fbclid=IwAR1zu7aEjZXrop-
qhpkjxxa8ck23b90YWyBWv9g0kb6nPdBSltF9GM5v67c
PAGE \*
https://doh.gov.ph/sites/default/files/publications/Population
%20Projections%20by%20Region%2C%20Province%2C%20Cities
%20and%20Municipalities%2C%202020-2025.pdf?
fbclid=IwAR1BVnPOXMjs-
EUVXMSvKchOj0LovXlvGQzHBcqIgQjnHCAu3LbUDLD0980
https://www.investopedia.com/ask/answers/052115/what-difference-
between-direct-and-indirect-distribution-channel.asp#:%7E:text=Direct
%20distribution%20is%20a%20direct,control%20over%20the
%20whole%20process
PAGE \*

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COLLEGE OF BUSINESS AND ACCOUNTANCY - ENTREPRENEURSHIP DEPARTMENT

In Partial Fulfillment of the Requirements for the Degree

Adriano, Raven Megane R.

Prof. Erlee Angel Reyes

A. Business Description/ Background 1

E. Marketing and Sales Strategy

Appendix 1: Survey Questionnaire

A. Business Description/ Background

As a student of Entrepreneurship, starting a siomai enterprise is easy, to bring

The Fud-to-Cart enterprise nature of business is a manufacturer that creates

Our vision is to be recognized in different places and be the number

Fud-to-Cart Enterprise desires to provide fresh, healthy, nutritious, and great

● The Fud-To-Cart enterprise aims to attract a great number of consumers and

● The Fud-To-Cart enterprise is constantly increasing its sales after conducting

● Continuous improvements to products.

● communicate with the customers and keep their feedback as a suggestion to

● Implementing more marketing strategies.

● Fud-to-Cart Enterprise aims to improve our target sales by having a physical

● The Fud-To-Cart enterprise implements a continuous improvement of Sio Mai

The target audience of Fud-to-Cart Enterprise is segmented according to the

The Fud-to-Cart Enterprise focuses on the different varieties

● Fud-to-Cart has a physical store located at Brgy. Sauyo,

● It is also available online and concentrated in the

3. Behavioral and Psychographics

● Students, non-working, household, and professionals

● Individuals who buy street foods and individuals who want

2. Target Market’s Unmet Needs

DISTRICT V PAST PRESENT GROWTH GROWTH PROJECTED

(2010) (2015) (2015-2020) % (2020)

SAN 44,739 45,188 3,254 7.20% 48,442

GULOD 53,738 53,325 3,840 7.20% 57,165

NOVALICHES 14,748 15,381 1,108 7.20% 16,489

SANTA 44,315 46,553 3,353 7.20% 49,906

NORTH 38,285 41,154 2,964 7.20% 44,188

SANTA LUCIA 24,349 25,577 1,842 7.20% 27,419

PASONG 31,931 35,135 2,530 7.20% 37,665

BAGBAG 37,908 56,936 4,100 7.20% 61,036

KALIGAYAHAN 48,433 54,576 3,930 7.20% 58,506

NAGKAISANG 46,691 49,048 3,532 7.20% 52,580

3. The Estimated Market Size - describe your target market’s

• Different location of franchise is opened.

9303 86% 8010 1601.9766 6408

2. Information on Key Competitors

3. SWOT Matrix - provide a comparative analysis of your business using

4. External Factor Evaluation (EFE) Matrix - provide an environmental

The enterprise is also competing with 0.05 4 0.05

As of now FUD-TO-CART ENTERPRISE product is siomai only which is made

Our product is siomai made of vegetables such as squash,

starch made from corn and used as a thickening agent.

Used as to coat foods and as a binding agent, it is also a source of protein,

leaves of the coriander plant. It is commonly eaten as a food or used as a

a weight-loss-friendly food and have been linked to lower cholesterol levels

One of the varieties of the wrapper. Squash is considered a fruit. High in

mineral composed primarily of sodium chloride (NaCl) which makes it as a

Soy sauce is a salty liquid condiment traditionally produced by fermenting

Chili Garlic Paste

We intend to enhance our long-standing relationship with our customer by

E. MARKETING AND SALES STRATEGY

SIO MAI QUARTER UNIT PRICING SALES UNIT COST OF

SIO MAI QUARTER UNIT PRICING SALES UNIT COST OF

SIO MAI QUARTER UNIT PRICING SALES UNIT COST OF

1st quarter 7,632pcs 7 pesos 53,424 5.403 41,235.696

SIO MAI QUARTER UNIT PRICING SALES UNIT COST OF