STRATMAN GROUP 1 FINAL Na Toh With Resource Allo

Republic of the Philippines
CAGAYAN STATE UNIVERSITY

College of Business, Entrepreneurship, and Accountancy
Andres Campus, Caritan Tuguegarao City, Cagayan
AQUA INFINITY HYDRATION STATION
Leader:
Sabado, Diane V.
Members:
Gonzales, Genevieve
Gorospe, Maricris
Hermenegildo, Ivyrose
Lim, Shanaia
Macarubbo, Gea
Manalastas, Erica Joy
Montebon, Adeline
Ramos, Princess Dorothy
Tumbali, Milette
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Table of Contents
Table of Contents...........................................................................................................................2
I. Executive Summary.................................................................................................................4
II. Brief Description of the Business.........................................................................................5
III. Vision, Mission, and Core Values........................................................................................5
IV. Company Analysis...............................................................................................................6
Table 1: SWOT Analysis...................................................................................................................6
V. Strategic Objectives.............................................................................................................7
VI. Action Plan..........................................................................................................................8
Table 2: Gantt Chart for Action Plan..............................................................................................8
VII. Key Performance Indicators...............................................................................................11
VIII. Brief Description of Target Market................................................................................12
2|Page
IX. Industry Analysis...............................................................................................................13
X. Competitive Analysis.........................................................................................................14
Table 4: Competitive Analysis.......................................................................................................14
X. Brief Marketing Plan..........................................................................................................16
3|Page
I. Executive Summary
Aqua Infinity Hydration Station was established 14 years ago and has become a trusted
provider of clean and safe drinking water in the local community of San Gabriel, Tuguegarao
City, Cagayan. The business operates by purifying and refilling water containers brought in by
customers, ensuring high-quality and potable water supply.
The business was founded by Mr. and Mrs. Bryan Dave O. Utrella in 2009 and over the
years, the business has developed a strong market presence, building a solid reputation for its
reliable and quality services. Aqua Infinity Hydration Station is situated at Santan Street, San
Gabriel, Tuguegarao City, with this, the business has established a strong relationship with
residential customers particularly at Santan Street and Ilang-Ilang Street, and businesses like
“Kainans” or “Karinderyas” in San Gabriel. This loyal customer base provides a steady stream
of revenue and serves as a foundation for future growth.
The business has achieved consistent financial growth and profitability over the past 14
years. By offering competitive pricing without compromising on quality, the company has been
able to attract and retain customers. Revenue has steadily increased through a combination of
repeat business, word-of-mouth referrals, and targeted marketing efforts. The business has also
effectively managed its expenses, maintaining a healthy profit margin.
To effectively position its success in the years to come, Aqua Infinity Hydration Station
has identified several growth opportunities and these includes: Firstly, the business can explore
opening additional refiling stations in nearby barangays or areas with untapped market potential.
Secondly, the business will introduce additional products or services such as bottled waters or
water-related accessories that could attract new customers and increase revenue streams. Lastly,
the business will collaborate with local businesses, offices, and institutions to provide bulk water
orders or water dispensers that could unlock new revenue streams and establish long term
partnerships.
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II. Brief Description of the Business

Aqua Infinity Hydration Station is a sole proprietorship water refilling station that has
been continuously operating and delivering clean and safe quality mineral water in San Gabriel,
Tuguegarao City. The owner of the business is Mr. and Mrs. Bryan Dave O. Utrella and is
located at Santan Street, San Gabriel, Tuguegarao City, Cagayan. It was established for the
purpose of bringing the finest quality purified mineral water to its customers at San Gabriel.
The business started in the year 2009, and has been operating until today. With the
increasing demand and competition in the market, Aqua Infinity aims to consistently sustain its
legacy and improve its operations and services to attract more customers particularly those
customers of existing competitors.
III. Vision, Mission, and Core Values
Vision
The Aqua Infinity Hydration Station will be recognized as the number 1 and trusted mineral
water provider in San Gabriel where every single drop of water is made sure to be clean and
refreshing.
Mission
The Aqua Infinity Hydration Station will bring the finest quality purified hydration to as many
people as possible at San Gabriel which will eventually attract and sustain their trust and loyalty.
Core Values
Service- We always thrive to cater to customer’s needs quickly and effectively both within
the business’ service area and for customers served through contract operations.
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Safety- We ought to ensure the safety of our customers, employees, and also the
environment while providing high-quality mineral water services.
Accountability- We commit to taking responsibility for our actions especially when there
are certain complaints and concerns on our services.
Respect- We commit to give the best treatment to our customers and employees with
utmost kindness and equality.
Integrity- We commit to comply with the following certifications or accreditations ( such as
safety standards and sanitation), and rules and regulations set by the government
and Philippine National Standard for Drinking Water (PNSDW) by being open
with customers about our water sources and filtration processes.
IV. Company Analysis
Table 1: SWOT Analysis

STRENGTH
WEAKNESSES
 Offers discounts and promotions to
loyal and contractual customers  Lack of third-party endorsements
 Strong balance sheet and financial  Possibility of Malfunction
statement  Inadequate facility
 Strong relationship with suppliers and  Staff turnover
customers  Lack of critical talent
 Advanced technology-based types of
equipment in water processing
 Health Sanitation and Clean Work
Place
 Highly skilled workers
OPPORTUNITIES THREATS
 Development of artificial intelligence  Inflation

and changing technology landscape  Water Supply Shortage
 E-commerce and social media oriented  New entrants because of reducing costs
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business model and increasing efficiencies

 Growing market size and evolving  Competitor’s Price and Offers
preferences of consumers  Calamities
 Local business partnerships and
innovations
V. Strategic Objectives
Financial Strategic Objectives:
1. Set a revenue target over the next five years
2. Maintain profitability and financial sustainability
3. Manage costs
Customer Strategic Objectives:

1. Consistent Product Quality
2. Timely and Reliable Delivery
3. Competitive Pricing
4. Excellent Customer Service
5. Convenient and Accessible Locations
Internal/Operational Strategic Objectives:

1. Employee Engagement
2. Technology Adoption
Learning and Growth Strategic Objectives:

1. Improve Employee Capabilities
2. Innovation
3. Expand Business Operation
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VI. Action Plan
Table 2: Gantt Chart for Action Plan
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VII. Key Performance Indicators

Target Period
Objectives KPI Target
Financial Strategic
Objectives
1. Set a revenue target Income 10% Net Profit Quarterly
over the next five years Margin
2. Maintain profitability Number of customers 100-250 Weekly
and financial served
sustainability
Operating Expense 10% decrease in Quarterly
3. Manage costs Ratio expenses
Customer Strategic
Objectives
1. Consistent Product Maintenance of 99% Monthly
Quality equipment
2. Timely and Reliable On-Time Delivery 90% above Daily
Delivery Rate
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3. Competitive Pricing Average Price 5% or below Quarterly
Discount
4. Excellent Customer Average Response Within 20-30 minutes Daily
Service Time to Customer
Inquiries
5. Convenient and Extended Hours 3 hours Daily
Accessible Locations
Internal/Operational
Strategic Objectives
1. Employee Engagement Employee Satisfaction 4.5 out of 5 Quarterly
Score
2. Technology Adoption Upgrade of 1-2 Yearly
Equipment
Learning and Growth
Strategic Objectives
1. Improvement of Employee Skills 20% improvement Quarterly
Employee Capabilities Development Index
2. Innovation Number of Product 1 Yearly
Launch
3. Expand Business Invest in Equipment 20% additional Yearly
Operation and Technology equipment and
technology
VIII. Brief Description of Target Market

Aqua Infinity’s target market is everyone around the area of San Gabriel. Despite the
fact that there is purified water refilling stations nearby, they aim to attract the existing customers
of their competitors. They also interact with the customers directly especially when it come to
their experiences and ask for their feedbacks.
Aqua Infinity intends to improve their sales to its specific target market based on the
following:
1. Business Owners
Aqua Infinity’s buyers are usually owners of “Kainan” or “Karinderyas”
and smaller stores in San Gabriel, Tuguegarao City. Years of being in the
operation became an advantage for them when it comes to experience and
presence in the sector, resulting business owners choose Aqua Infinity as their
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supplier of water in gallons. Purchases made by the owners are also used as a
specific need of their customers in their businesses.
2. Homeowners
The target market would be homeowners who prefer to use or drink
purified water for their safety. Aqua Infinity aims to provide safe and clean water
to every household in San Gabriel who seek for affordable and finest quality
purified water.
3. Tenants
Tenants would be potential customers for Aqua Infinity who are in favor
of using purified water for drinking as well as for cooking. They aim to attract
individual buyers like tenants, and create new relationship with them through
providing free delivery of water to their boarding houses or apartments. As it
means, Aqua Infinity is committed to satisfy the need of their target market, and
will maintain their customers’ trusts.
IX. Industry Analysis
Five Strategic Forces
Competitors
The Aqua Infinity Hydration Station's overall profitability is potentially sustained over
the years due to the increase of competitors’ turnover in the market. Due to the pandemic,
lockdowns, and travel bans, some of its potential competitors in the market decided to close their
businesses for some reasons like decreasing orders and high service costs. However, Fil-Water
Refilling Station has sustained its operations and a new water refilling station named Del-Grande
Aqua Station began to gain attention in the market. These two station influence the intensity of
competition in San Gabriel and the factors that affect the completion includes, pricing strategies,
service quality, and product offerings. But Aqua Infinity Hydration Station focuses on
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differentiating itself by offering superior customer service, competitive pricing, promotion and
discounts, and possibly additional services like water testing to gain a competitive advantage.
New Entrants
The threat of new entrants in the water refiling station industry can be relatively high,
particularly in areas with growing populations or areas with inadequate access to clean drinking
water. Low barriers to entry, such as affordable equipment and licensing requirements, can
attract new competitors. However, Aqua Infinity Hydration Station will maintain its advantage in
the market through establishing strong customer relationships, promotions and discounts, and
exclusive supplier agreements. The station will continuously innovate, improve its operations,
and build customer loyalty to mitigate the threat of new entrants.
Suppliers
The Aqua Infinity Hydration Suppliers have a low power toward the business because the
station does not require specific products needed in its operations. The market also has a big
number of suppliers who are willing to offer cheaper deals which is a good sign for the business
in gaining greater control over its product cost.
Customers
The Aqua Infinity Hydration Station's Customers' are the residents of San Gabriel
including certain “Kainans” or “Karinderyas” and their bargaining power is classified as at a
moderate degree because the business is confident it has the loyalty of the customers. However,
there is still a chance that it would be easy for costumer to switch to competitors. With this, Aqua
Infinity Hydration Station continuously building customer loyalty, competitive pricing,
promotional offers, and loyalty programs to attract and retain customers.
Substitutes
Significant alternatives that fulfill the same need as water refilling station are bottled
water, water filtration systems at home, and beverages from other sources. The availability and
pricing of these substitutes can affect the demand for water refilling station services. To address
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this concern, Aqua Infinity Hydration Station can emphasize that the benefits of drinking mineral
waters outweigh the things that these substitutes can promise in order to mitigate the threat of
substitutes. Also, the station could offer additional services, such as water analysis or
personalized filtration systems to further differentiate the business and reduce the likelihood of
customers opting for substitutes.
X. Competitive Analysis
Table 4: Competitive Analysis
Aqua Infinity Hydration Fil-Water Refilling Del-Grande Aqua

Station Station
Years of Service 14 years 5 years 3 years
Workforce 5 workers 3 workers 3 workers
Target Every household in San Any household Any household

Consumers Gabriel, Tuguegarao City around San Gabriel around San Gabriel
specifically existing
customers of competitors.
Delivery Service Delivers mineral water Delivers mineral Delivers mineral

around San Gabriel only water around San water around San
Gabriel only Gabriel only
Products Mineral Water with free Mineral Water Mineral Water

Offered container to new
customers.
Price Higher Price Lower Price Higher Price

Profitability
Popularity Since Aqua Infinity From its previous Has been the number
Hydration Station has been operations, the one rival of Aqua
operating for more than 10 business operates in Infinity since its grand
years in the market, it has an unstable manner in opening way back
been widely known for its a way it often closes Dec. 2019 but
experience and presence in its doors for a month suddenly lose its
the sector. Loyal due to its diminished popularity due to
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Customers are relatively liquidity through the unpleasant customer

maintained and prospects business has a wide service and improper
of new subscribers facility. This is why sanitation practices.
particularly those the business has a However, by the year
customers of existing declining salability 2021, they have
competitors are relatively thus losing customer’s created their
high due to its loyalty. Facebook page and
commitment to customer gradually made a
service. breakthrough by
gaining new
customers online.
Marketing -Word of mouth. Word of mouth Social Media presence

Strategy
-Offers discounts and
promotions to loyal
customers.
Strengths -Customer Service Wide Facility Greater Prospects of

Online customer
-Proper Sanitation
Compliance
Weaknesses -Inadequate Facility -Declining customer’s Unpleasant Employee

loyalty attitude and service
-Shortage of Water Supply
-Staff Turn over -Improper Sanitation
Practices
Competitive -The Mineral Water that -Opens 24/7 -Online/Social Media

Advantage Aqua Infinity Hydration Marketing
Station offers has -Low Cost
undergone 8 stages of
distillation process
-Certified to meet both

local and global safety
-Multi-awardee for
Sanitation Compliance
-Offers discounts and

Promotions
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The table suggest that Aqua Infinity Hydration Station has successfully operated for 14
years gaining a more competitive advantage compared to its rivals. Through establishing itself as
a trusted provider of clean drinking water in San Gabriel with a strong customer-based
competitive advantage, competitive pricing and promotions, consistent financial performance,
and identified growth opportunities, the business is well-positioned to continue its success in the
years to come.
X. Brief Marketing Plan
Aqua Infinity Hydration Station has been operating for 14 years in the market and it has
been widely known for its experience and presence in the sector. Its customers are the residents
of San Gabriel particularly those homeowners, tenants, and businesses like “Kainans” or
“Karinderyas” and prospects of new subscribers specifically those customers of existing
competitors. Therefore, in order to achieve this objective, Aqua Infinity Hydration Station would
require a marketing plan.
In order to continuously maintain and engage to loyal customers and attract the customers
of existing competitors, the following marketing strategies can be implemented.
PRODUCT / SERVICE
Aqua Infinity Hydration Station will consistently increase and improve the quality and
value of the product being offered. The station will also offer promotions and discounts to
encourage new customers and retain loyal customers at the same time. This could include
freebies after certain number of purchases or a discount for customers who bring their own
refillable water containers.
PRICE
The Aqua Infinity Hydration Station set different price levels for different quantities or
provides discounts for larger refill volumes. Less than 20 containers are priced at 30 pesos for
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each container while more than 20 containers are priced at 25 pesos for each container. For the
eateries like “Kainans” or “Karinderyas” that we supply, they are given a discount wherein we
give them 25 pesos for each container.
PROMOTIONS
Aqua Infinity Water Refilling Station will promote the business and its service offers
through the following:
Traditional Advertising:
Aqua Infinity Hydration Station’s main advertising method is through word of mouth
referrals. Although this method has been considered as the most traditional way of advertising,
the business consider this as the most effective and inexpensive way to promote the business
because it is confident that the name of the business is not new anymore to the residents of San
Gabriel due to its 14 years of operation in the market.
Showcase Certifications and Awards:
If the Aqua Infinity Water Refilling Station has received any certifications or awards that
validate the quality of the products and services, they will be sure to prominently display them in
the store and on the marketing materials. This can help build trust and credibility with potential
customers.
Offer Free Samples and Demonstrations:
Aqua Infinity Water Refilling Station will allow potential customers to sample the water
products and see the filtration process in action. This can help build trust with potential
customers and demonstrate the quality of the products and services.
Holiday and Anniversary Discounts
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One of the most awaited days of a customer is when holidays are coming as they knew
different businesses will offer discounts. Aqua Infinity Hydration Station will also conduct a
holiday discount where customers can refill water containers at a discounted price. The discounts
will depend on the holiday, for example, on Christmas Day, we will offer buy 2 get 1 free.
Similar to the holiday discounts, people also anticipate anniversary sales of any company
as they know that they can buy the product at a cheaper price. The business will offer up to 30%
discount on its anniversary sales. The station will also give free containers for those who will
make a refill for more than 20 containers.
Local partnerships:
Collaborate with local businesses, such as fitness centers, medical clinics, or schools, to
establish partnerships. Offer them exclusive discounts or incentives for promoting our water
refilling station to their customers or employees. This can help expand the station’s reach and
generate word-of-mouth referrals.
Leverage customer testimonials:
Aqua Infinity Water Refilling Station will encourage satisfied customers to leave
reviews on the social media pages or other relevant platforms. It will share positive testimonials
in the marketing materials to build social proof and attract new customers.
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Republic of the Philippines

CAGAYAN STATE UNIVERSITY

AQUA INFINITY HYDRATION STATION

II. Brief Description of the Business.........................................................................................5

III. Vision, Mission, and Core Values........................................................................................5

IV. Company Analysis...............................................................................................................6

Table 1: SWOT Analysis...................................................................................................................6

VI. Action Plan..........................................................................................................................8

Table 2: Gantt Chart for Action Plan..............................................................................................8

VII. Key Performance Indicators...............................................................................................11

VIII. Brief Description of Target Market................................................................................12

IX. Industry Analysis...............................................................................................................13

Table 4: Competitive Analysis.......................................................................................................14

X. Brief Marketing Plan..........................................................................................................16

II. Brief Description of the Business

customers of existing competitors.

III. Vision, Mission, and Core Values

IV. Company Analysis

Table 1: SWOT Analysis

 Development of artificial intelligence  Inflation

business model and increasing efficiencies

Customer Strategic Objectives:

Internal/Operational Strategic Objectives:

Learning and Growth Strategic Objectives:

VI. Action Plan

Table 2: Gantt Chart for Action Plan

VII. Key Performance Indicators

VIII. Brief Description of Target Market

IX. Industry Analysis

Five Strategic Forces

Table 4: Competitive Analysis

Aqua Infinity Hydration Fil-Water Refilling Del-Grande Aqua

Years of Service 14 years 5 years 3 years

Workforce 5 workers 3 workers 3 workers

Target Every household in San Any household Any household

Delivery Service Delivers mineral water Delivers mineral Delivers mineral

Products Mineral Water with free Mineral Water Mineral Water

Price Higher Price Lower Price Higher Price

Customers are relatively liquidity through the unpleasant customer

Marketing -Word of mouth. Word of mouth Social Media presence

Strengths -Customer Service Wide Facility Greater Prospects of

Weaknesses -Inadequate Facility -Declining customer’s Unpleasant Employee

Competitive -The Mineral Water that -Opens 24/7 -Online/Social Media

-Certified to meet both

-Offers discounts and

X. Brief Marketing Plan

Showcase Certifications and Awards:

Offer Free Samples and Demonstrations:

Holiday and Anniversary Discounts

Leverage customer testimonials:

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