I.

Business Overview
1. Description of the Business
The food industry in the Philippines is growing at a phenomenal rate. It is
composed of all forms of food retailers such as fast-food chains, food kiosks, cafes,
and full-service restaurants. Due to the rising demand for food, it resulted in
numerous food businesses that have opened. In particular, there are food businesses
that mainly offer desserts. Regardless of the number of dessert shops made available
in the market, there is still room for newness and creativity.
With that, Scoop de Jar introduces a reinvention of a traditional cheesecake by
offering unique flavors inspired by Filipino desserts. The product is made possible by
considering the cravings of consumers for sweets. With the idea of promoting local
sweets, the company came up with combining cheesecake and Filipino delicacies. As
the food industry in the Philippines continues to experience rapid growth, the
company hopes to consistently satisfy customers by offering a delicious and
delectable product at a fair price.

a. Company Name
"Scoop de Jar: A smile in every scoop" is a cheesecake brand that specializes in
offering Filipino-dessert inspired flavors. Each word in the company name has a
corresponding meaning connected to the outlook of the product: First, "scoop" refers
to the action made by the customers whenever they consume the product using the
wooden spoon that comes in the packaging. Second, "de" is the Spanish word for
"from" that represents the root of flavors that the company offers - are Filipino
desserts. Third, "jar" refers to the glass jar that the cheesecake is placed inside for
the customers to scoop in.

b. Company Tagline
The tagline "a smile in every scoop" refers to the vision of the company that is to
bring happiness to every customer by offering them a delectable and satisfying
product. The company aims to offer people a product that will surely give them a
delightful experience filled with the right combination of creaminess and flavors.
Each customer that will devour the product will surely brighten up their mood,
making them crave for another scoop. Having to showcase the tagline that can be
also seen in the logo, makes the company focused in reaching towards the goal of
giving the people smiles in every scoop they eat.

c. Company Logo
 The company logo is inspired by the packaging of the product that consists of
a spoon and jar. With the company name in the center, it emphasizes the product that
the company offers. Each element of the logo has a significant contribution to the
visualization of the product: First, the spoon and jar in the logo pertains to the glass
jar and wooden spoon that comes in the packaging of the product. Second, the tagline
- a smile in every scoop; is seen at the bottom. It is for people to know the aim of the
company to gives them happiness. Lastly, on top of the spoon and outside of the jar,
seen are splashes of brown and yellow colors that represent the variety of Filipino-
dessert inspired flavors offered by the company that includes: Mango Float, Yema,
and Milo.

c. Form of Ownership
Sole Proprietorship is a type of unincorporated entity owned and managed by
a single individual wherein the sole proprietor has the complete control and full
accountability over the business. It is the simplest form of a business structure and the
preferred type of ownership in establishing a start-up company because of not having
the need to register the business with the state. A sole proprietorship is the most
common and popular form of business structure among small businesses, for it is the
easiest type to start on and may be later on developed and transformed into a bigger
and more complex business structure.
Scoop de Jar Co. 's form of ownership is a sole proprietorship for the
company is owned by a single holder. Having a single individual as the owner of the
business leads the other members of the group to portray specified roles under the
Chief Executive Officer. Sole proprietorship is the most suitable type of ownership
for a starting small scale business such as Scoop de Jar. The CEO is the owner of the
business, in charged with making strategic decisions in the company and the one
leading the other members as they run the business. Each member has their specified
roles and does not have the same control over the business compared to the
accountability of the CEO, making the business a sole proprietorship type of
company.

2. Vision and Mission

Vision:
Scoop de Jar envisions to be the global premier manufacturer of cheesecakes with the
innovation and redesigning of Filipino sweets and delicacies. Our vision is to be
recognized as the top standard company of cheesecakes around the globe that
consistently brings happiness to customers by making them smile in every scoop.

Mission:
The team is comprised with dedicated individuals, passionate in creating innovative
and superior quality cheesecakes made with the original Filipino sweets. With a
shared commitment to excellence, Scoop de Jar Co. aims to provide excellent
 customer service in compliance with our highest priority, to exceed every customer's
satisfaction.

3. Organizational Structure

Chief Executive Officer (CEO)

Alexandre Baylan

General Manager
Marian Tanzo

Sales & Marketing Finance Manager Production Manager Operations Manager

Manager
Frances Jalandoni Luis De Torres Christian Cornito
Leighfranz Macatono

Sales Supervisor
Alfonse Brooks

POSITION JOB DESCRIPTION

The highest – ranking executive in a business is

Chief Executive Officer (CEO)
Alexandre Baylan
a CEO. They make important strategic
decisions, oversee the total finances and
functions of the organization, and engage with
the board of directors, executive staff, and
corporate operations. The responsibilities they
have are to provide inspired leadership
company wide and to make high-level decisions
about policy and strategy.

Allocating budget personnel, formulating

strategies, planning company procedures,
tracking and empowering employees, reducing
General Manager administrative expenses, providing effective
Marian Tanzo customer support, enhancing organizational
 processes, communicating with customers,
retaining and educating staff, finding business
prospects, and controlling financial activities
would be a job or a General Manager.

The roles of Sales and Marketing Manager

include the preparation of unique advertising
plans, the design of compelling ads,
communications, and promotional materials, the
Sales & Marketing Manager implementation of price strategy, and the
Leighfranz Macatono accomplishment of human resource targets in
marketing and sales. The Sales and Marketing
Manager represents the identity of the company
and drives tactics by analyzing the market,
competitors and industry trends to raise product
recognition.

Sales Supervisor engages in promoting and

selling a product by phone or mail.
Sales Supervisor Recommends changes to current sales
Alfonse Brooks techniques or procedures based on team
performance and new selling techniques.

Finance Managers are business specialists who

manage important financial functions of an
Finance Manager organization. They produce financial reports,
Frances Jalandoni manage investment activities, and create
strategies and plans for the long-term financial
goals of an organization.

Production Managers are responsible for

planning production schedules and ensuring that
the production process is carried out within
Production Manager budget and on time. Production Managers are
Luis De Torres also responsible for ensuring that equipment is
functioning correctly and that health and safety
protocols are adhered to.
 Operations managers oversee the organizational
activities of businesses, government agencies,
non-profit groups, and other organizations. At
both large and small organizations, operations
Operations Manager managers supervise, hire, and train employees,
Christian Cornito manage quality assurance programs, strategize
process improvements, and more. Operations
managers are ultimately responsible for
maintaining and increasing the efficiency of a
business, agency, or organization.
II. Industry Scan
1. Industry profile
The retail dessert industry in the Philippines has recently experienced rapid
growth. The hot climate in Philippines stimulates consumption of cold comfort food
throughout the year. Due to the rising demand for dessert, it resulted in numerous
food businesses that mainly offer desserts have opened. Manufacturers of breads,
pastries, cakes, pies and other similar perishable bakery products accounted more
than 3,000 of the total number of establishments (The Philippine Star, 2015). From a
small, independent neighborhood of bakeries that catered mostly to residents of small
towns and barangays turned into the massive industry that it is today. The industry
has grown to what is now a large scale where bakeries are now present in malls and
other large commercial areas.

Since Scoop de Jar is under the retail dessert industry, the company wants to
cope up to the growth of the industry that has been responsible for changing the way
Filipinos eat and enjoy food. With this, they aim to establish a regular customer base
and will therefore concentrate its business and marketing on local residents. Not only
Scoop de Jar will offer a plain and regular dessert, the company will introduce a
reinvented dessert that will contribute newness and creativity in the market.

2. Environmental Scanning
a. Macro-environment (External Analysis)
i. PESTEL Analysis
Political  Tax Policy
 Price Control
 Labor Laws
Economical  Energy costs
 Food Price hikes
 Consumers' demand
Social  Dietary Restrictions
 Spending behavior of consumers
 Value perception of customers
 Health consciousness
Technology  Social Media Platforms
 Digital Marketing Strategies
 Online Shopping
 Delivery Apps
Environment  COVID-19 Pandemic
 Weather Conditions
 Environment-Friendly Supplies
Legal  Food safety rules
 Employee health and safety laws
 DTI Permit
Political:
 Tax policy- The business should consider taxation since most of the ingredients
are bought in a local grocery store, which goods are mostly taxed. This may also
affect the selling price of the product because the tax can add up to the total cost
of the ingredients.
 Price Control- The government controls the price of products in order to stabilize
the prices. They release a suggested selling price for the sellers to not abuse the
purchasing power of consumers. Overpriced product will have greatly affect the
business because it may result to the decrease of sales since customers will not be
encouraged to buy the product
 Labor Laws- When it comes to the laborers, they have their own rights to work
and to be paid right. It is the responsibility of the business to protect the safety
and rights of the employees. The company should make sure that their laborers
get the right amount of salary they deserve from their service.

Economical:
 Energy costs- Since the electricity is one of the main resource that will be used in
the operations of the business, it is important to consider the cost of energy that
will be used in production. The energy cost may affect the selling price of the
product since it is included in the variable cost. Once the energy cost has change,
there is a great possibility that the computation of the price of the product may
also change.
 Food Price Hikes – The business should consider the increase of food prices
because this may affect the selling price of the product. Food price hikes result in
less buying and consumption of food. This hugely affects the consumers’ buying
behavior considering the price increase.
 Consumers' demand - One of the biggest considerations that a business should
look at is the demand of the consumers. Its products and how the business
innovate and develop their product is greatly influenced by the market's interest
and what is currently on trend. Looking at the social trends in the society will help
the business to better tailor its products in accordance to the demand and wants of
the population.

Social:
 Spending behavior of consumers - The spending behavior of the consumers is
also one of the factors that affect the business. The business needs to forecast and
study the consumers' purchasing power for it will affect the pricing of the
products and also affect the revenue and sales of the company.
 Value perception of customers - The consumers' perception plays a vital role in
businesses. It is how the people perceive the product whether if the product is
worthy to purchase or not. This is affected by the company's way of advertising,
the business' rendered customer service and the reviews made by the company's
previous customers. The market's perceived value on the brand will affect the
business results. In order to obtain good consumer perception, the company needs
to create effective marketing efforts to be able to convince its customers.
 Health consciousness - Since the ingredients of the product include cream
cheese, all purpose cream, butter, white sugar, brown sugar, gelatin and graham
crackers, this would affect the sales of the business because people may have
dietary restrictions that will result to not buying the product.

Environment:
 COVID-19 Pandemic - The COVID-19 Pandemic has disturbed global, regional,
and national economies. People’s lives and economic activities have been strictly
limited to the extent of implementing quarantine protocols. In particular, the food
industry is among the many business sectors that are faced with risks and
challenges.
 Weather condition – The business should consider weather in producing and
delivering products. When it comes to weather condition, the business should
make sure that it is safe for them to buy raw materials and ingredients or deliver
the finished product to its customers. Especially the country has a wet and dry
season that is usually undergoes typhoons which makes it dangerous to work.
Safe and healthy workers can result to more manpower when the weather
condition is normal.
 Environmental-friendly supplies – The company chose to use renewable
materials like jars, paper bag and wooden spoons in order to avoid using plastics.
These materials can be reuse by the costumers that will be harmless to the
environment.

Technology
 Online shopping - People today have a high engagement in shopping online.
With the advent of social media, it has become a great platform for the industry to
market and establish their businesses online. The power of social media has
increased the public visibility of the products and made the products more
accessible to the consumers and has given the consumers easier process of
transaction. This is the convenience given by the process of e-commerce that
makes online shopping more preferable by the market.
 Digital Marketing Strategies – In developing digital marketing strategies, it may
affect the marketing aspect of the company by reaching its target market. With the
company developing and boosting its marketing strategies, the company may
acquire opportunities to turn their target market into potential customers.
 Social Media Platforms - Since the people are now more inclined to shop online,
the business must consider the growing use of social networking sites. Having a
digital platform like Facebook and Instagram is a necessity to advertise and
promote products. With the expansion of the business, the possibility of reaching
a larger audience could raise the business
 Delivery apps – The business should consider online delivery apps for the
convenience and comfort of the consumers. People prefer to stay at home and
shop as opposed to going out and browsing through stores. With the use of
delivery apps like Grab, Lalamove, and Mr Speedy, this will allow customers to
conveniently receive items.
Legal:
 Food safety rules - In compliance with the Republic Act No. 10611 Food Safety
Act of 2013, Scoop de Jar Co. should observe the use of clean and healthy
ingredients and proper discipline in the creation of the food product. This is to
ensure its quality and safety. The product should meet the food safety standards
before the company market and sell the product to the consumers. If ever the
product fails to meet the food safety to the consumers, it might negatively affect
the customers' perception on the product and the brand.
 Employee health and safety laws - In a company, the employees have the right
to work in a safe and healthy environment. Under the RA 11058 or the
Occupational Safety and Health Standards Act, Scoop de Jar Co. has the
responsibility to provide its employees a safe and healthy workplace. The workers
of the company should also cooperate and work hand in hand with its employer to
take care of their own health and keep their working environment healthy and
safe. A safe and healthy workplace will not only help in the increase of
productivity and improving the employees' quality of work, it will also prevent or
reduce the injury and illness costs that might affect the company financially.
 DTI Permit - For sole proprietorship businesses, it is essential for the business to
obtain a certificate of registration from the Department of Trade and Industry.
This certification gives the business the authority to use its business name along
its operations without any hassles. Having the business registered to the DTI
provides the business a legal identity and not allow other businesses to make use
of the same brand or business name.

b. Micro-Environment (Internal Analysis)

1. SWOT Analysis 
Strengths  Weaknesses
 Promotes some of the favorite Filipino
desserts such as Yema, Milo and Mango Float
making the product unique and innovative
 Affordability of prices, products are set at
lower prices ranging from Php 115-120
compared to other existing similar businesses
 The company offers reusable containers and
utensils because the packaging comes with
wooden spoons and glass jars
 Members are very knowledgeable with the
preparation of the product because they have
formulated the recipe of a Filipino-dessert
inspired cheesecake
 Using social media for easier transactions for
the customers such as Facebook, Instagram
and Twitter
 Easy to imitate the cheesecake concept of
Scoop de Jar since the ingredients - like
cream cheese, cream, and graham crackers
are easily accessible
 Low effectiveness of marketing strategies
because Scoop de Jar doesn’t allocate budget
for promotions and marketing
 Raw materials and ingredients are limited
which results to limited flavors such as
Yema, Milo and Mango Float
 Scoop de Jar’s marketing heavily relies on
social media – like Twitter, Facebook and
Instagram to promote its products rather than
finding other food e-commerce platforms -
such as Grab Food, Lala Food and Food
Panda
  Insufficient manpower and inexperience
work staff due to the limited team members
and lack of knowledge in the cheesecake
making process and business operations of
Scoop de Jar

Opportunities  Threats 

 Adding the business Scoop de Jar into food
delivery apps such as Grab Food, Lala Food
and Food Panda
 Loyal customers who returns for the product
of Scoop de Jar
 Expansive digital platforms such as Instagram,
Facebook, and Twitter through developing
diligent marketing and promotions
 Scoop de Jar is gradually getting attention
from the consumers by attracting potential
customers and investors
 Positive reviews of the buyers from
purchasing cheesecake jars from Scoop de Jar
 Rising costs of raw ingredients for the
product of Scoop de Jar specifically cream
cheese, cream, and graham crackers
 Competition intensifies from the product
being offered with the continues growth of
dessert stores such as local businesses that
offer cheesecake and known stores like –
Contis Bakeshop and Restaurant, the Melliza
Cheesecake and Banapple Kitchen.
 Health conscious consumers that kept
themselves from buying the product because
of the ingredients added in the cheesecake.
 Areas that couldn't reach the delivery service
of Scoop de Jar because it only caters to
people living in Metro Manila.

Strengths:
Scoop de Jar has several strengths that includes the following: (1) Instead
of the usual flavors used by other existing cheesecake manufacturers, Scoop de
Jar infused the cheesecakes with the original Filipino favorite sweets such as
Yema, Milo and Mango Float. This shows nationalism and promotion of the
desserts that are well known in the Philippines, making the product unique and
innovative. (2) The goal of the company is to offer the market a product that is
both delicious and affordable. Compared to other existing similar businesses, the
products offered by Scoop de Jar Co. are set at lower prices ranging from Php
115-120 to achieve affordability for the consumers. (3) Scoop de Jar aims to
contribute to the reduction of wastes in the environment. Scoop de Jar Co. made
use of glass jars as the product's packaging accompanied with a wooden spoon
offering the consumers containers and utensils that can be reused. (4) Comprised
with members who are very knowledgeable with the creation and making of the
product. The members of the team originally formulated the recipe of the
Filipino-dessert inspired cheesecake offered by Scoop de Jar. (5) Since a big
number of the population is highly engaged in social media, the company made
use of social media applications – like Facebook, Instagram and Twitter. These
are used for easy transactions for the customers, giving them the convenience of
staying home and have their orders processed online.

Weaknesses:
Scoop de Jar has several weaknesses that includes the following: (1) The
company’s cheesecake concept may be easy to imitate by the consumers or other
aspiring business owners. Given that the ingredients - like the cream cheese,
cream, and graham crackers are easily accessible, people may rather choose not to
buy that can affect the sales of the company. (2) Since Scoop de Jar doesn’t
allocate budgets for promoting its cheesecake products, it may affect the
marketing aspect of the company by not reaching its target market. With Scoop de
Jar not boosting up its marketing strategies, the company may pass on
opportunities to turn their target market into potential customers. (3) There are
insufficient raw materials and ingredients that Scoop de Jar has. The company
only has a short amount of target sales ranging from 20-30 cheesecakes. With
that, it results to offering limited flavors such as Yema, Milo and Mango Float.
(4) Scoop de Jar heavily relies on social media – like Twitter, Facebook and
Instagram to promote its products. Social media platforms are not built for
businesses, since there is minimum ‘buying-intent’ when people use social media.
The company should focus on finding other e-commerce platforms - such as Grab
Food, Lala Food and Food Panda. (5) Due to limited team members, it results to
insufficient manpower and inexperience work staff. Having to work with people
who have lack of knowledge in the process making and business operations of the
company may result to a huge adjustment.

Opportunities:
Scoop de Jar has several opportunities that includes the following: (1)
Adding the business Scoop de Jar into the food delivery apps. Since the business
already offer delivery service it is an opportunity for Scoop de Jar to reach food
delivery apps like Food Panda, Grab Food, and Lala Food for the convenience of
the customers. (2) Loyal customers who returns for the product of Scoop de Jar. It
is an opportunity for the business when loyal customers are returning because it
means they like how the product taste. The customers could help the business to
attract others to buy the product of Scoop de Jar. (3) Expansive distribution
network through developing diligent marketing and promotions. Having a digital
platform like Facebook and Instagram for the business is almost a necessity in the
current business climate, and it would be a great way to advertise the products and
possible expand of Scoop de Jar. With the business expanding, the possibility of it
to be known in other areas could raise the sales of Scoop de Jar. (4) Scoop de Jar
is gradually getting attention from the consumers. It’s a great opportunity for
Scoop de Jar to be getting the attention of the consumers because it will have an
impact to the sales of the business and the attention could grow and attract more
and more customers and/or investors. (5) Positive reviews of the buyers from
purchasing the product from Scoop de Jar. With the positive ratings of the
customers that already tried the product could help Scoop de Jar to gain the trust
of other customers who wants to try the product. With those positive comments it
could gain more loyal customers. 

Threats:
Scoop de Jar has several threats that includes the following: (1) Rising
costs of raw ingredients for the product of Scoop de Jar. It’s a threat for Scoop de
jar with the rising price of raw material because with it rising it means the
business also need to raise the selling price of the product to gain an income.
Which is what the Scoop de Jar is preventing from happening because the
business offers budget friendly price for the customers. (2) Competition
intensifies from the product being offered with the continues growth of dessert
stores such as local businesses that offer cheesecake and known stores – like
Contis Bakeshop and Restaurant, the Melliza Cheesecake and Banapple Kitchen.
Since the products of Scoop de Jar fits in the category of dessert it’s most likely a
threat for the business because those other dessert stores in the may have an edge
toward the company that may result to the customers buying from them and that
would impact to the sales of the business and could lose customers. (3) Health
conscious consumers that kept themselves from buying the product. This could be
a threat for Scoop de Jar because the business offer dessert product and since a lot
of people nowadays are looking for healthier food that could be the downside of
what Scoop de Jar offers. Because the ingredients of the products are cream
cheese, all purpose cream, butter, white sugar, brown sugar, gelatin and graham
crackers etc., which are carbohydrates ingredients. So, the health-conscious
customers might not buy from Scoop de Jar. (4) Areas that couldn’t reach the
delivery service of Scoop de Jar. Since the business is located around Metro
Manila, it is harder for Scoop de Jar to deliver outside Metro Manila because the
courier of the business doesn’t go any further Metro Manila. It’s a threat for
Scoop de Jar because there might be customers who wants to try the product but
they live far away from the located area of the business and that would be a huge
loss of customers for the business.

2. Competitor’s Analysis

Direct Competitor:
Competitor Strength
Contis Contis Bakeshop and
Bakeshop and Restaurant is a well-known
Restaurant store in the Philippine dessert
industry. The company have
established multiple stores
nationwide including in –
Quezon City, Makati, Pasig,
Taguig, San Juan, Paranaque,
Mandaluyong and Pasay.
They are also known for their
distinct and unique flavors
served in different sizes
making customers give back
good ratings and feedbacks.
The company has an official
website where people can
shop from.
Melliza Melliza Cheesecake offers
Cheesecake different kinds cheesecake
Weaknesses
The price of their
cheesecake is expensive
compared to other stores
since it ranges from Php
135 per slice to Php 675
pesos for the whole
cheesecake. Considering
that the price is high, it
may give their
competitors an edge
because people may
choose other cheesecakes
that are much more low
unlike theirs.
Melliza cheesecakes have
limited stores making it
 flavor that is comes in per not known to people. The
slice or whole size. The company do not have
company also has a dine-in official website where
experience that is located in the people can look and
Makati which is good for shop from.
people who wants to relax and
enjoy their dessert. Regarding
the price of cheesecake, it was
inexpensive since the starting
price is Php 100 per slice.

Banapple Banapple Kitchen offers a The prices of Banapple

Kitchen variety of flavors from cakes range from Php 165 –
to cheesecakes that comes in Php 1895 which is
different sizes. They also have expensive compared to
physical stores that are other dessert shops. With
established in malls – like SM this price, it may reflect
North EDSA, Ayala on their sales because
Marikina, and Gateway Mall. people may not opt to
The company has a website buy their product with a
where the customers can price that is not budget
browse in and make a friendly .
purchase. Since Banapple
Kitchen has been around for a
bit long, they already
established good ratings and
feedbacks from their
customers.
 
Scoop de Jar consider these stores as direct competitors that includes the
following: First, Contis Bakeshop and Restaurant is a well-known store in the
Philippine dessert industry. Since the company has been around for a bit long,
they already established good ratings and feedbacks from their customers.
Second, Melliza Cheesecake offers a dine-in experience which is good for people
who wants to relax and enjoy their dessert. The price of their cheesecakes are
affordable as well. Third, Bannaple Kitchen offers a variety of flavors from cakes
to cheesecakes that comes in different serving sizes for the customers to choose
from. They also have physical stores that are established multiple locations. All in
all, these stores are considered as direct competitors since they are known for
selling cheesecakes in numerous flavors and sizes. Given they have been around
in the Philippine dessert industry for a bit long, these stores have already
established a good relationship with their customers. The signature flavor and
taste of their cheesecakes are different from each other. With that, the Scoop de
Jar wants to achieve the uniqueness and newness that will set an edge from those
existing stores. By creating and developing own recipes and formulating a good
customer relationship, the company aims to contribute satisfaction and establish a
known reputation in the dessert industry. 

Indirect Competitor: 
Scoop de Jar consider the following stores as indirect competitors: First,
Cake2go offers a variety of flavors from cakes to cheesecakes that comes in
different sizes to the customers. The company also offers different serving sizes to
the customers. Second, Alice Ice Cream sells ice creams which classified as a
cold dessert that may be similar to the creaminess and temperature that Scoop de
Jar offers. These competitors are offering desserts such as ice creams, cakes and
cheesecakes. As a business that offers locally made flavored cheesecake dessert,
Scoop de Jar needs to consider its indirect competitors. They may not be offering
the same product that the company offers, they may still serve a threat in the
future.

References:

Philippine Star (2016, February 27). Phlippine pastry business grows. Retrieved
November 04, 2020, from
https://www.philstar.com/business/2015/08/04/1484520/phlippine-pastry-
business-grows