Strat Plan Print

Republic of the Philippines
CAGAYAN STATE UNIVERSITY

College of Business, Entrepreneurship and Accountancy
Andrews Campus, Caritan Tuuegarao City, Cagayan
I. EXECUTIVE SUMMARY
Sari- sari stores are small retail outlets that can be found in almost all neighborhoods,
sometimes even in every street corner in the Philippines. It is one of the easiest businesses to put
up since it does not require much of a capital. Majority of sari-sari stores are privately owned and
operated from the store owner’s home. This type of store plays vital role especially in poorer
communities.
Santos sari-sari store offers a range of reasonably priced necessities that helps customers
decide what their target budget will allow. It also creates a friendly environment where
customers’ rights are upheld. Due to its remote location from the center of the city, the store
becomes vital to its residents of the subdivision. Sari-sari stores are more expensive than
supermarkets but provide their consumers with several advantages. Additionally, the sari-sari
store offers inexpensive access to everyday essentials including canned foods, instant noodles,
coffee, soda, detergents, and a wide range of other goods. Allan santos owns and operates the
sari-sari store, he established the business with the intent of catering the needs of the residents,
since there is only few, 2 to be specific, of stores operating in that specific location.
The Santos sari-sari store concept in the long run, as shown in the marketing plan, is to
continue to provide stability to the owner and to its customers. And, to widen the range of goods
that will be available in the store. The store’s main competitive advantage over its competitor is
the lower mark-up added to every unit/piece of goods, making it more affordable, and its
accessible location to customers which makes it feasible.
II. BRIEF DESCRIPTION OF THE BUSINESS
Santos sari-sari store, located at 40k- Blk 1 Greenville Subdivision Mambabanga, Luna
Isabela is a small store that sells variety of goods where most of the residents have been buying
their daily necessities, which also serves as the major store that provide such among each house
in the neighborhood. This small business started way back 2009 which has been 13 years long
now, and still operates. The store sells typical products such as bathroom groceries, preserved
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foods, condiments, beverages both alcoholic and non-alcoholic, cigarettes, candies, biscuits,
other consumables, and essentials.
The store has expanded over the years, and now has some additional products such as fresh
vegetables, fresh pork, chicken meat etc. to supplement its daily income. It is a store where one
can buy a per piece or “tingi” of items at a reasonable price. Additionally, most stocks of goods
come from wholesalers and the store only marks-up from 2 to 3 pesos. Nonetheless, the store
offers simple and easy access to inexpensive necessities at a price that the target customer can
afford.
III. VISION
A sari-sari store that offers convenient access to necessities at an affordable price within its
scope of business operation.
MISSION
To provide a variety of affordable essentials products that can help customers to determine
what their target budget will permit.
To establish a welcoming environment where customers’ rights are upheld.
CORE VALUES
Affordable
Approachable towards the customers
Efficient
Sustainable
Transparency
IV. COMPANY ANALYSIS
STRENGTH WEAKNESS
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 Convenient payment process  Insufficient supply of products

 Availability/variety of products  Long-term customer’s credit
 Friendly environment  Operates from 9:00 AM to
 Convenient and personalize 9:00 PM only
business
 Offers customers credit
 Lower capital cost
OPPORTUNITIES THREAT
 Location  New entrants
 Necessary goods  Theft/Burglary
 Solely managed by the owner  Economic condition
 Customer’s preference
V. STRATEGIC OBJECTIVES
Santos sari-sari Store provides stability to customers and to business owner itself by
achieving its unique value propositions:
1. Provide customers easier access to goods and necessities at affordable prices.
2. Improve customers experience by creating excellence in customer service.
3. Offer wider variety of goods
4. Increasing the income by 10% for the current year
VI. KEY PERFORMANCE INDICATORS
Objective 1: Provide customers easier access to goods and necessities at affordable prices
Key Performance Indicator:
 Expenditures are aligned within the budget.
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 Adapted a payment method that is easily accessible and convenient.
Objective 2: Improve user experience by creating excellence in customer service.

 Increased number and impact of opportunities that provide to its old and new customers.
 Increased in retention rate to identify target customers.
 Customer-friendly payment options are included.
Objective 3: Offer wider variety of goods

 Increased in sales volume.
Objective 4: Increasing the income by 10% for the current year

 Increased in sales and revenue growth.
 Assessed positive Return on Investment.
VII. BRIEF DESCRIPTION OF TARGET MARKET
Residents of Greenville Subdivision Mambabanga, Luna Isabela is considered the store's

target market. For the time that the business has been in operation, the subdivision's residents
have become accustomed to it. Whereas the variety of basic goods offered makes it easier for
people to look for and purchase for various everyday necessities. The owner expects sustaining
existing customers and attracting new ones as the business operates and grows.
The threat of new entrants is very likely because sari-sari stores are one of the easiest
businesses to put-up. Managing the business for many long years, the owner has mastered on
how to gain the trust of his customers. Products are offered for sale at reasonable prices, and
occasionally credit is an option. Making certain that he can meet and fulfill customers’ demand.
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Furthermore, the store will carry on with business as usual while concentrating on its target
customers. Providing their needs and wants and expanding its availability of products and that
the customers may enjoy variety of choices to have a competitive edge over its competitor.
VIII. INDUSTRY ANALYSIS
COMPETITORS The sari-sari store has a competitor existing with the same
business in a proximity.
NEW The low barriers to entry in the same industry makes it

ENTRANTS easier for other businesses to enter since putting up a sari-
sari store does not need a higher capital.
SUPPLIERS Suppliers have the authority to decide when and to whom

they want to deliver supplies. Unexpected price changes
can have a negative impact on the store. Suppliers who
sell in bulk should be sought out for lower pricing.
CUSTOMERS Customers have the power to bargain and choose where to

purchase.
SUBSTITUTE Substitutes can affect the business in connection with the

PRODUCTS customer’s preference.
Santos sari-sari store is a small business located at Greenville Subdivision Mambabanga,

Luna Isabela. Its existing competitor operates the same kind of business existing in proximity.
This kind of industry has high pressure to new entrants since putting up a sari-sari store does not
require much of capital compared to other businesses. In terms of supplier, it has medium to high
pressure to this kind of industry, for a reason that suppliers have the authority to delay the time
of delivery of products, which are the primary products also of the business. Also, if there are
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sudden changes in prices, the prices of the goods in the store are directly proportional to it. In
that case, the store must seek suppliers that sells in bulk or wholesale.
Customers on this business has low to medium pressure. Although customers can
influence the price and quantity of product to be sold, in the case of Santos sari-sari store,
customers have no other options, or stores to buy to since the competitor of the same business is
not in the same exact street where the business is operating. Lastly, on substitute products it has
low pressure to this kind of industry since the primary products on this kind of business are
necessities and just need to be replaced by same product available in the store. For instance, even
though bigger grocery stores exist, customers will no longer go to grocery stores to buy a
substitute product, instead they will buy a same kind of necessity (i.e shampoo, toothpaste) but
different brand name.
IX. COMPETITIVE ANALYSIS
Own Business Competitor
Business Name Santos’ Store Charm’s Store
Years of Service 13 years 4 years
Location 40K-Blk 1 Greenville Blk 2 Greenville Subdivision

Subdivision Mambabanga, Mambabanga, Luna, Isabela
Luna, Isabela
Target Market Residents of Greenville Residents of Greenville

Subdivision Mambabanga, Subdivision Mambabanga,
Luna, Isabela Luna, Isabela
Marketing Strategy Santos Store competes by Charms Store attracts
offering a wide variety of customers with its wide and
commodities at affordable open space available for
prices. It also provides hangout and jamming spots
convenient payment after making purchase.
processes to customers which
includes cash basis, and
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online payment through gcash

and paymaya. Additionally,
the store offers customers
credit which is not available
in other stores.
Key Competitive Established its name in the Well-equipped store offering
Advantage market since it is already complete items which
operating for 13 years; lower includes household cleaning
capital cost as it purchases products, school supplies, and
bulks of supply which lessens frozen goods.
travel cost; good customer
service
Pricing Marks-up items from 2 pesos Marks-up items from 3 pesos

to 3 pesos to 5 pesos
Duration of 13 hours 16 hours

Operation per day 7 AM to 8 PM 7 AM to 11 PM
Charm’s Store is the strongest competitor of Santos Store, as it can attract more
customers through their marketing strategy. However, our business provides a variety of basic
commodities with affordable prices, provides good customer service through approachable and
efficient sellers, and provides customers more accessibility and convenience as there are
different payment process that they could choose from. To continue the operations of the store, it
should maintain its strategy of lowering costs and improve its relationship with customers which
are necessary in sustaining its competitive advantages.
X. BRIEF MARKETING PLAN
Santos sari-sari store’s was established to provide stability and convenience to customers
as well as for the business owners by providing a wide variety of necessities that are affordable
enough to their desired budget; and as well as to establish a friendly environment for customers.
The business ensures that they will provide these services and terms not only for their existing
customers but also for potential customers in the long run of the business.
Marketing Strategy
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To ensure an increase in the number of customers in the long run, the business will
provide additional products/services/commodities.
1. Product
Rice per sack and/or per kilograms, gallons of water (refilling), frozen foods(1/4kg)
such as: tender juicy hotdog, cheese dog chicken nuggets, Pork tocino, Skinless
Longganisa, smoked longganisa, pork embutido, pork tocino, boneless bangus; Aice ice
cream (retailer), LPG (refilling); and additional service such as cash in or cash out
through GCash.
2. Price
A small sack of Sinandomeng-Joshua Rice which is equal to 5 kilograms would
cost 200php or 40php per kilogram. This would contribute to 8% of mark-up since the
original price of it is 37php per kilogram. 1 gallon of water would be the same price from
the supplier, which is 25php. Mark-up would arise based on the agreement between
supplier and the store. For frozen foods, a 5-10 pesos mark-up would be added to each
product depending on the kilogram of the product. For Aice Ice Cream, since Aice
Company provides all the products including the freezer, cost included in capitalization
would only be the bills, this should maintain a 5% of mark-up. Additionally, LPG refill
for Petron 11 Kg cylinder and 2.7 Kg gasulette would maintain a mark-up of 8% since
transportation expenses would be capitalized; (no specific price because prices vary every
time). And lastly, for services of cash in and cash out a 5php will be charged for every
500php of either cash in or cash out.
Additionally, for credit policy of Santos store, it will still grant credits with a
maximum of 500php worth of goods per month; and will be paid 25 days after the month.
3. Place
In the long run of the business, it will still operate at its present location, 40k-
Blk 1 Greenville Subdivision Mambabanga, Luna Isabela for a reason that, it became a
usual place for them to buy their necessities; and also, this location is feasible to its target
market.
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In terms of channel distributions, Santos store will still buy products from
merchandise distributors, and sell it directly to the store's end-users.
4. Promotion
To promote the products, the store will hold a raffle at the end of the year.
Condition would be customers must have a total of 500php worth of purchase in the store
to have a slot for the raffle. The said raffle draw will have 2 winners of major prizes and
3 winners of consolation prizes.
The store will also have the customer of the month. Customer of the month will
be based on the frequency that a customer will buy in the store. It will grant redeemable
points for the customer, at the end of the year.
Lastly, the word-of-mouth promotional strategy. In the case of small businesses
such as Santos sari-sari store, it will ensure that quality products are consistently
provided, and that value is created for customers so that they will continue to patronize
the store and recommend it to others. Although this one is the simplest and easiest way of
promoting the store, it is the most effective one.
XI. ACTION PLAN
The following is the breakdown of the activities to be carried out in the implementation phase of
the action plan per year by the owner.
Year Objective Activities Start Date End Date Status

Generate a Profit December 1, December
2022 31,2022
Sale (ordinary December 1, December Ongoing
operation) 2022 31, 2022
Giving freebies and December December Ongoing

buy 1 take 1 31, 2022 31, 2022
1 Shopping Experience January 1, December
2023 31, 2023
Making the ambiance January 2, December Not started
of the area clean and 2023 31, 2023
neat
Allowing the customer January 2, December Not started
to have a credit balance 2023 31, 2023
in the store.
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Serving the customer January 2, December Not started

fair and right to build a 2023 31, 2023
good customer
relationship.
Variety of Goods to offer April 1 2023 June 30,
2023
Acquiring to direct April 1, 2023 May 31,2023 Not started
supplier a new and
trend supplies.
Organize and arrange May 1, 2023 June 30, Not started
the product for the 2023
display of the store for
the accessibility of
products.
Generate a Profit December 1, December
2023 31,2023
Giving freebies and December 1, December Not started
buy 1 take 1 2023 31, 2023
2 Shopping Experience March 1, April 1, Not started
2024 2024
Conducting feedback March 1, April 1, 2024 Not started
about the performance 2024
of the owner and
availability of product
and services
Seeking for the March 1, April 1, 2024 Not started

customer’s 2024
recommendation to
what they need and
want.
3 Shopping Experience February 1, May 31,
2025 2025
Create new service to February 1, April 30, Not started
offer such as: 2025 2025
- Selling
barbeques/street
foods
compliment for
the alcoholic
beverages
- Selling ice and
ice candy
during summer
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- Selling fresh
vegetables and
meat
- Making the
store to be an
online payment
center where
they can cash
in/cash out
Generate a Develop a trick that March 1, May 31, Not started
profit can attract customer 2025 2025
such as:
- Purchase worth
500 pesos of
groceries for a
ticket entry to a
raffle draw
every 6 months
of collecting
entries.
- Pay your debt
to increase your
credit score for
a chance to
borrow again.
4 Shopping Experience January 1, December
2026 31, 2027
Sustain good customer January 1, December Not started
relationship being built 2026 31, 2027
throughout the past
years.
5 All Goals January 1, December
2027 31, 2027
Continue in building a January 1, December Not started
good customer 2027 31, 2027
relationship
Improve the January 15, February 28, Not started

accessibility of the 2027 2027
store.
Mode of payment can May 1, 2027 December Not started
take it through online 31, 2027
wallet.
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Convert the sari-sari July 1, 2027 November Not started

store to a convenient 30, 2027
store.
Evaluate the progress December 1, December Not started
and outcome of the 2027 15,2021
plan implemented
Create a good plan for December December Not started
the next 5 years 15, 2027 31, 2027
Gantt Chart
Objective Ja Feb Ma Apr May Jun July Aug Sep Oct Nov Dec
n r e
Current Year 2022
Generate a
Profit
Sale (ordinary
operation)
Giving freebies
and buy 1 take 1
1st year 2023
1. Shopping
Experience
1.1 Making the

ambiance of the
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area clean and

neat
1.2 Allowing
the customer to
have a credit
balance in the
store.
1.3 Serving the

customer fair
and right to
build a good
customer
relationship
2. Variety of
Goods to offer
2.1 Acquiring to
direct supplier a
new and trend
supplies.
2.2 Organize
and arrange the
product for the
display of the
store for the
accessibility of
products.
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3. Generate a
Profit
3.1 Giving
freebies and buy
1 take 1
2nd Year 2024
1 Shopping
Experience
1.1 Conducting
feedback about
the performance
of the owner
and availability
of product and
services
1.2 Seeking for

the customer’s
recommendation
to what they
need and want.
3rd Year 2025
1 Shopping
Experience
1.1 Create new

service to offer
such as:
- Selling
barbeques/street
foods
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compliment for
the alcoholic
beverages
- Selling ice and
ice candy during
summer
- Selling fresh
vegetables and
meat
Making the
store to be a
online payment
center where
they can cash
in/cash out
2. Generate a
profit
2.1 Develop a
trick that can
attract customer
such as:
- Purchase
worth 500 pesos
of groceries for
a ticket entry to
a raffle draw
every 6 months
of collecting
entries.
- Pay your debt
to increase your
credit score for
a chance to
borrow again.
4th Year 2026
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1. Shopping
Experience
1.1 Sustain good

customer
relationship
being built
throughout the
past years.
5th Year 2027
1. All Goals
1.1 Continue in
building a good
customer
relationship
1.2 Improve the

accessibility of
the store.
1.3 Mode of
payment can
take it through
online wallet.
1.4 Convert the

sari-sari store to
a convenient
store.
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1.5 Evaluate the

progress and
outcome of the
plan
implemented
1.6 Create a
good plan for
the next 5 years
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Republic of the Philippines

CAGAYAN STATE UNIVERSITY

II. BRIEF DESCRIPTION OF THE BUSINESS

To establish a welcoming environment where customers’ rights are upheld.

Approachable towards the customers

IV. COMPANY ANALYSIS

 Convenient payment process  Insufficient supply of products

VI. KEY PERFORMANCE INDICATORS

 Adapted a payment method that is easily accessible and convenient.

Objective 2: Improve user experience by creating excellence in customer service.

Objective 3: Offer wider variety of goods

Objective 4: Increasing the income by 10% for the current year

VII. BRIEF DESCRIPTION OF TARGET MARKET

Residents of Greenville Subdivision Mambabanga, Luna Isabela is considered the store's

VIII. INDUSTRY ANALYSIS

NEW The low barriers to entry in the same industry makes it

SUPPLIERS Suppliers have the authority to decide when and to whom

CUSTOMERS Customers have the power to bargain and choose where to

SUBSTITUTE Substitutes can affect the business in connection with the

Santos sari-sari store is a small business located at Greenville Subdivision Mambabanga,

IX. COMPETITIVE ANALYSIS

Own Business Competitor

Business Name Santos’ Store Charm’s Store

Years of Service 13 years 4 years

Location 40K-Blk 1 Greenville Blk 2 Greenville Subdivision

Target Market Residents of Greenville Residents of Greenville

online payment through gcash

Pricing Marks-up items from 2 pesos Marks-up items from 3 pesos

Duration of 13 hours 16 hours

X. BRIEF MARKETING PLAN

XI. ACTION PLAN

Year Objective Activities Start Date End Date Status

Giving freebies and December December Ongoing

Serving the customer January 2, December Not started

Seeking for the March 1, April 1, 2024 Not started

Improve the January 15, February 28, Not started

Convert the sari-sari July 1, 2027 November Not started

Current Year 2022

1st year 2023

1.1 Making the

area clean and

1.3 Serving the

2nd Year 2024

1.2 Seeking for

3rd Year 2025

1.1 Create new

4th Year 2026

1.1 Sustain good

5th Year 2027

1.2 Improve the

1.4 Convert the

1.5 Evaluate the

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