Marketing Plan

Submitted by:

Noemi T. Liberato
BSBA1/Blk.1

Submitted to:

Mrs. Kimberly M. Montojo

December 2, 2022

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 TABLE OF CONTENTS

EXECUTIVE SUMMARY ---------------------------------------------------------------------------------3

MISSION STATEMENT -----------------------------------------------------------------------------------3

MARKETING OBJECTIVES AND GOALS -----------------------------------------------------------3

Objectives ---------------------------------------------------------------------------------------3

Goals ----------------------------------------------------------------------------------------------3

MARKET OVERVIEW ------------------------------------------------------------------------------------4

SWOT ANALYSIS -----------------------------------------------------------------------------------------4

Strength -------------------------------------------------------------------------------------------4

Weaknesses -------------------------------------------------------------------------------------4

Opportunities -----------------------------------------------------------------------------------4

Threats ---------------------------------------------------------------------------------------------5

MARKET ASSUMPTIONS ------------------------------------------------------------------------------5

FINANCIAL PROJECTIONS FOR AT LEAST THREE YEARS -------------------------------------5

MARKETING STRATEGY --------------------------------------------------------------------------------6

Advertising ---------------------------------------------------------------------------------------6

MARKETING ACTION PLANS -------------------------------------------------------------------------6

Product --------------------------------------------------------------------------------------------6

Place -----------------------------------------------------------------------------------------------6

Price ------------------------------------------------------------------------------------------------7

Promotions ---------------------------------------------------------------------------------------7

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EXECUTIVE SUMMARY

Coconut Tree has managed to propose three associated goods of coconut enterprise which are
raw coconut product copra, and buko pie; however, this socio-economic impact analysis will be focused
on the assessment of buko pie business named Jhadey’s Buko Pie as this will be the top priority to be
established on the social and cultural context of Romblomanon.

Jhadey’s Buko Pie will be the first start-up coco pie business in Romblon that will provide a
tasty and crusty buko pie made from freshly harvested coconuts together with its coco milk. Original
buko pie without any flavor is served on the house. Small servings are available and also regular to
medium size will be packed on the box at a friendly price.

MISSION STATEMENT

The business’s mission is to promote the domination of coconut industry that was well known in
the province of Romblon while satisfying the cravings for buko pie and make it available for every
consumers. To provide a tasty and satisfying snack made from nutritious coconut that can be shared with
family, friends, and other groups.

MARKETING OBJECTIVES AND GOALS

Objectives

 To mark its name in coconut industry.

 To instill the healthy and delicious value of buko pie to the customers.
 To increase number of loyal customers.
 To be a valued product producer to our customers.
 To always improve and enhance product’s taste.

Goals

 To be able to earn enough money to buy my perfect set of tools to make buko pie. My set
of tools would help me define myself as a creative, unique baker.
 To find a place in which I see myself living, baking, and being for the rest of my life.
This place would need to be able to be right for my future family and my own shop.
 To own my shop called Jhadey’s Buko Pie

MARKET OVERVIEW

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 Based from the analysis of social and economic impact of Jhadey’s Buko Pie business to the
context of Romblon Town, it has been identified that there is only a minimal adverse effect of the
business operation which in turns to be mitigated easily.

On the other hand, due to the fact that it will drive income to the community and employment
opportunity, it will be greatly beneficial to the households as well as the whole community. Jhadey’s
Buko Pie highlights it’s strong key position in coconut industry that assured its business sustainability.
As the proposed business will be established from the scratch, it is expected to set forth as one of the
tourist destinations in Romblon and its product will be hailed as the primary dessert in every occasion
bringing satisfaction to every customer. Thus, the success of the business is our honor to provide a tasty
and satisfying snack made from nutritious coconut that can be shared with family, friends, and other
groups. Hence, it is recommended to the local government to allow Jhadey’s Buko Pie operate on
Gangnam Street, Romblon given that it has a positive impact upon its establishment. For a better
outcome, Jhadey’s Buko Pie management is recommended to apply the suggested mitigation and
conduct good monitoring programs to maintain high-quality products and a good branding reputation.

SWOT ANALYSIS

Strengths

Location: Our first location downtown will draw in visitors and downtown shoppers.
Uniqueness: We stand out as a unique alternative to fast food and we offer constantly high-quality food
in a distinctive atmosphere.
Strong management: We have assembled a team that embraces different disciplines with expertise in
all areas of the business.

Weaknesses

Lack of capital: All start up funds will come from loans and investors.
Lack of reputation: We haven't established ourselves as a reputable buko pie provider yet.

Opportunities

Area growth: Romblon Town is growing by 8.5% annually.

Working families with children: This is the growing population, both in numbers and in their choice of
convenient foods. Two-income families have less time to prepare a meal.

Threats

Competition: One competitor sells similar pies, and has loyal customers as well as relationship with
businesses that regularly buy from them.
Being unprepared for opening numbers: Initial poor service or product quality could discourage
customers from returning.

MARKET ASSUMPTIONS

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  A slow-growth economy without major recession.
 There are no unforeseen changes in public health perceptions of our general products.
 Access to sufficient capital to sustain the company’s projected growth plan.

FINANCIAL PROJECTIONS FOR AT LEAST THREE YEARS

Income Statement

Revenues FY1 FY2 FY3

Total Revenues P150,000 P185,000 P250,000
Costs of Goods Sales P60,500 P90,000 P185,000
Expenses and Costs
Employee’s Salaries P40,000 P70,000 P90,000
Water and Electricity P10,000 P30,000 P45,000
Total Expenses and Cost P50,000 P100,000 P135,000

Projected Cash Flow

Cash Flow From Operations FY1 FY2 FY3

Net Earnings P200,000 P250,000 P350,000
Cash Flow From Investment
Equipment P50,450 P75,000 P115,000
Cash Flow From Financing
Notes Payable P10,000 P30,000 P45,000
Cash Flow For a Year P139,550 P145,000 P190,000

Projected Balance Sheet

Assets FY1 FY2 FY3

Cash P139,550 P145,000 P190,000
Total Assets P139,550 P145,000 P190,000

Liabilities
Accounts Payable P5,000 P20,000 0
Total Liabilities P5,000 P20,000 0

Equity
Earnings P200,000 P250,000 P350,000
Total Equity P200,000 P250,000 P350,000
Total Liabilities and Equity P 195,000 P 230,000 P350,000

MARKETING STRATEGY

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 The focus of our marketing strategy will be to attract new customers, educate those customers
and create a loyal base. Our goal is to be known as a unique food experience with superior customer
service.

Advertising

As a start-up business, it is essential to make the product known to the targeted and potential
customers, as well as maintain relations with them. As such, these advertising and promotion activities
will be maximized.

Social media and online opportunities will be utilized in the different promotional efforts,
particularly in Facebook and Instagram.

To continuously reach out for customers, an official facebook page named Jhadey’s Buko Pie is
established. This contains the logo of the shop, list of product offerings and promotional initiatives.

MARKETING ACTION PLANS

Product

Product quality is critical in the food industry. Jhadey’s Buko Pie will use multiple methods to
ensure product quality. The company will also focus on cleanliness and sanitation.

Place

Jhadey’s Buko Pie will open as small business with just a single shop. The internet is an
extremely efficient method of expanding a business. Through online publicity, a shop become accessible
to a much wider range of consumers.

Price

Price is a major contributing factor to the overall success of a shop. Achieving these aspirations
will eventually allow the business to become profitable. As the price result in the strong market share
and survival of Jhadey’s Buko Pie, the shop will then be able to use income to pay investments, and in
time, receive profits.

Promotion

Promotions objectives of Jhadey’s Buko Pie will consist of creating consumer awareness,
generating interest and desire, and moving the customer to make the purchase. Offering free samples of
the tasty treats at the grand opening may lead to both consumer’s interest and desire. By simply building
costumers awareness, interest and desire, consumer purchase will increase, raising shop sales. This will
show the shop’s desire to be involved and help out the community which is exceptionally appreciated by
community members.