CHAPTER 1

FEASIBILITY BACKGROUND AND COMPANY DESCRIPTION

Introduction

Grilled chicken is a popular dish that has been enjoyed for centuries. It is a
healthy alternative to fried chicken and can be prepared in a variety of ways. However,
consumers are increasingly looking for unique flavors and seasoning options to enhance
their dining experience. This has led to the development of flavored grilled chicken
products in the market.

Flavored grilled chicken refers to chicken that has been marinated or seasoned
with various herbs, spices, and sauces before being grilled. These flavorings can range
from traditional seasonings like garlic and lemon to more exotic flavors like teriyaki,
barbecue, and honey mustard.

The concept of flavored grilled chicken has been around for a while, but it has
gained popularity in recent years due to the increasing demand for new and innovative
food products. The rise of the foodie culture, where consumers are seeking new and
exciting culinary experiences, has also contributed to the popularity of flavored grilled
chicken.

The main objective of flavored grilled chicken products is to offer consumers a

new and exciting way to enjoy grilled chicken. These products aim to provide a unique
flavor profile that sets them apart from traditional grilled chicken dishes. Additionally,
flavored grilled chicken products aim to cater to a wider range of tastes, offering a
variety of flavor options that can appeal to different consumers.

Flavored grilled chicken has become a popular choice for consumers looking for
a twist on traditional grilled chicken dishes. With a variety of flavor options available in
the market, there is something for everyone to enjoy. As the demand for unique and

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innovative food products continues to grow, flavored grilled chicken products are
expected to remain a popular choice among consumers.

The popularity of Korean cuisine in the Philippines has not only introduced new
flavors to the local food scene, but it has also contributed to improving the taste buds of
Filipinos. Korean food, with its emphasis on freshness, balance, and complexity of
flavors, has influenced the way Filipinos appreciate food. For instance, the spiciness of
Korean cuisine, which is a dominant flavor, has slowly changed the Filipino's taste buds
to be more tolerant of spicy food. The use of fermented ingredients, such as kimchi, has
also exposed Filipinos to new tastes and textures. In summary, Korean cuisine has
played a significant role in expanding and improving the taste buds of Filipinos, making
them more adventurous and open to new flavors.

Filipinos, who enjoy trying new and exciting foods, have been intrigued by the
distinct flavors of Korean cuisine and products. Some of the Korean dishes that have
gained popularity among Filipinos include samgyeopsal, gimbap, kimchi, and chapchae,
among others.

Hansik, the traditional cuisine of Korea, is famous worldwide for its skillful
incorporation of locally-sourced and seasonal ingredients to prepare a variety of mouth-
watering dishes that are commonly enjoyed among friends and family. Filipinos have
become enamored with these delectable treats, nearly as much as they appreciate the K-
pop phenomenon and media, which originally popularized Korean cuisine. (Vivas,
2023)

Korean eateries and shops are constantly appearing in Metro Manila, and it
seems like they are attracting many Filipino customers based on the lengthy queues
outside these establishments. Even though Korean locals aren't the ones forming these
lines, it's clear that Filipino nationals are just as drawn to Korean food as they are to K-
dramas, K-pop, and K-beauty.(Tupas and Lee, 2020)

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Historical Background

The spit was the primary method of preparing meat in a large household in
medieval cuisine and early contemporary kitchens. A spit is a thin rod used to hold meat
over a fire. A worker known as a "spit boy" or "spit jack" was in charge of slowly
turning the metal rod and frying the food. A rotisserie is either a mechanical device used
for rotisserie cooking or a restaurant that specializes in spit-roasted meat. Rotisserie is
derived from the French word "rotisserie," which first appeared in Paris shops around
1450 (Rotisserie Chicken, 2012). Rotisserie chicken is a chicken dish cooked on a
rotisserie using indirect heat, with the bird placed adjacent to the heat source. (Krasner,
2007). Ready-to-eat rotisserie chickens were a popular item in the United States in the
1930s, as they were accessible in supermarkets and select butcher shops. As it gained
popularity with Boston Market in the 1990s, this quick dinner alternative became a
well-established staple for decades. Fast food's popularity began after World War II,
when there was an increase in evenings eaten out, resulting in fewer excursions to the
grocery store. Customers in supermarkets, club shops, and other comparable retail
venues in the United States purchased approximately 600 million rotisserie cooked
chickens in 2010. (Benwick, 2012).
In the 1980s, the rotisserie chicken craze began in the Philippines. It is used as an
alternative to "lechon baboy" since it is simpler to produce and considerably less
expensive. Andok'sManok, Baliwag, and Chooks-to-Go are the top three pioneers of
lechon manok in the Philippines. (Isla, 2015)

Review of Related Literature

According to an article in the Inquirer, the Philippines is among the top 10

countries with the highest rates of growth in meat consumption, with a predicted annual
increase of 30 percent from 2011 to 2021. This suggests that the poultry industry in the
Philippines has a significant opportunity for growth (Salazar, 2016). The Philippines
has attained self-sufficiency in poultry production by utilizing modern technology to
increase their production rate. While intensive farming systems aim to enhance
efficiency and decrease the cost of finished products, there are hidden costs that must be
considered, as noted by Nowland (2016). Despite the increasing population, the

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Philippines' poultry industry generates around P100 billion in revenue and produces
approximately 800 million broilers annually, successfully meeting the demands of
consumers. Nevertheless, there are occasional years when supply shortages arise,
particularly in December, or when natural disasters occur, leading to poor growth or a
higher mortality rate. The poultry industry in the Philippines also faces various
challenges, such as the volatility of feed components' prices like soybeans, corn, and
wheat, which have rapidly increased over the years. (Pe, 2014)
Filipinos enjoy exploring various cooking styles and are fond of adventurous
food. They are not content with just vegetables and fruits and prefer to have a standard
meat dish included in their meals. One popular and timeless trend in the food industry in
the Philippines is the roasted chicken, also known as "lechon manok," which is favored
by almost nine out of ten Filipinos. This dish involves grilling chicken meat over
charcoal to create a flavorful and juicy product. (Lechon Business Oppurtunity,2014).

In the Philippines, several businesses that specialize in roasted chicken have achieved
success by using their unique selling points to attract customers. According to 8list.ph,
there are eight well-known roasted chicken stalls that are particularly popular during
"walang ulam" days (days when there is no viand available). Ogis Lechon is known for
its sauce made from a combination of toyo, suka, calamansi, and sili, while Mr. Liempo
is famous for its tender and flavorful lechon manok and liempo.
Mang Bok's lechon manok has intensely charred skin and is served with sweet and sour
sauce, while Sr. Pedro lechon manok is known for its tasty lemon grass flavor. Uling
Roasters offers an option with a more inasal flavor, and Baliwag's lechon manok
combines two popular Filipino flavors - inasal and barbeque. Andok's manok features a
fresh calamansi marinade and a sweet-peppery sauce, while Chooks-to-Go is marketed
as "masarap kahit walang sauce" due to its sweet, peppery, and juicy flavor that does
not require additional sauce. (8list, 2016)
The success of Tiktilaok, a grilled chicken food chain founded by Frederick L.
Cortes, was partly due to the idea of offering various flavors of roasted chicken aside
from the traditional flavor. Initially, the business followed the same approach as other
roasted chicken vendors, but it failed. Cortes realized this and decided to differentiate
his brand by implementing new strategies such as setting up shop in malls instead of the
streets, offering half and quarter servings instead of only whole chicken, and

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introducing new flavors to the menu. With these changes, the business expanded to 24
outlets and plans for further expansion. The flavors introduced were honey roasted,
garlic, hot and spicy, and special. (Yap,2012)
An example of the success of roasted chicken business in the Philippines and
other parts of Asia is Kenny Rogers Roasters. It is a chicken-based restaurant co-
founded by Kenny Rogers and former KFC owner John Y. Brown, Jr in 1991. Although
the business went bankrupt in 1998, it has now made a comeback with more than 140
outlets in Asia, particularly in Malaysia and the Philippines. Kenny Rogers Roasters,
which was once a struggling US brand, now has a strong presence in Asia and is
considered as one of the rapidly expanding restaurant chains in the Pacific Rim.
(Brenhouse, 2011)
The roasted chicken industry has become increasingly popular worldwide.
Technomics Inc., a restaurant consulting firm in Chicago, has suggested that roasting
has significant potential for chicken businesses. Many restaurants, such as Kentucky
Fried Chicken, Kenny Rogers, and Boston Chicken, that previously only offered fried
chicken, have expanded their markets to include non-fried chicken, including roasted
chicken. This expansion has resulted in a significant increase in their sales. According
to the National Restaurant Association, sales of fried chicken have grown by an average
of 3.5 percent annually since 1989, while non-fried chicken sales have grown by 10.75
percent in the same year. (Collins, 2013)

Industry Analysis

Roasted chicken has become a popular dish worldwide, and the industry has
seen growth in both local and global markets. The introduction of different flavors in
roasted chicken has been one of the driving forces behind this growth.

The roasted chicken industry has also seen growth in global markets. Kenny Rogers
Roasters, a chicken-based restaurant launched by Kenny Rogers and former KFC owner
John Y. Brown, Jr in 1991, is one good example of the success of roasted chicken
businesses in Asia. The business went bankrupt in 1998 but has now expanded across
Asian countries, especially in Malaysia and the Philippines. Similarly, Tiktilaok, a

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grilled chicken food chain established by Frederick L. Cortes, has seen success by
introducing different flavors and marketing strategies.

Overall, the flavored roasted chicken industry has seen growth both locally and
globally. The introduction of different flavors has been one of the driving forces behind
this growth, along with modern technology, innovative marketing strategies, and
increasing meat consumption in many countries.

Project Proponents

Name Address

Delos Santos, Jomar S. Sta.Rita, Capas, Tarlac

Dimalanta, Shawn Aive Dolores, Capas, Tarlac

Mendoza, Darren G. Dolores, Capas, Tarlac

Pamintuan, Neil Joshua Manlapig, Capas, Tarlac

Schibig, Daniel Manlapig, Capas, Tarlac

Table 1.1 Project Proponents

Company Name

The proponents formed a partnership and registered it at the Securities and

Exchange Commission, namely “Pal Company.” The Pal company name reflects the
strong bond and trust between the five friends who run the business.

Business Name and Logo

Spicebird Kitchen is a name that perfectly captures the essence of what this
fast-food chain has to offer. The combination of the words "spice" and "bird" suggests a
unique and flavorful dining experience that is centered around chicken dishes with
various flavors. Customers can choose from a range of options, including teriyaki,
barbecue, salted egg, and classic roast chicken. Each dish is prepared with the freshest
ingredients and cooked to perfection, ensuring that customers enjoy a mouthwatering

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meal that is both satisfying and memorable. The name Spicebird Kitchen also conveys a
sense of adventure and creativity, making it the perfect choice for a restaurant that
wants to stand out from the crowd and offer something truly unique to its customers.

Figure 1.1 Business Logo

The logo features a mouth-watering, whole roasted chicken, perfectly cooked to

golden-brown perfection. The chicken is the centerpiece of the design together with a
variety of aromatic spices, adding to the richness and depth of its flavor. The spices
include an array of colors, textures, and shapes, highlighting the diverse range of
ingredients used to create this delectable dish. This logo embodies the essence of
culinary excellence and invokes feelings of warmth, comfort, and satisfaction.

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Unique Selling Proposition

The unique selling proposition of flavored roasted chicken that offers different
flavors such as Sriracha, Salted egg, classic, teriyaki, spicy buffalo, and barbecue is that
it provides a diverse and exciting range of options for consumers to choose from. By
offering a variety of flavors, the roasted chicken becomes more than just a basic protein
source and becomes an experience of its own.

Each flavor offers a unique taste profile, allowing consumers to satisfy different
cravings and preferences. The spicy buffalo flavor is perfect for those who enjoy a bit of
heat, while the classic flavor is ideal for those who prefer a more traditional taste. The
teriyaki and barbecue flavors provide a sweet and savory taste, while the Sriracha flavor
offers a spicy and tangy kick. The Salted egg flavor offers a unique and trendy flavor
that is currently gaining popularity among consumers.

Additionally, the convenience and nutritional value of roasted chicken remain

consistent across all the different flavors. It is still a healthy source of protein and
essential nutrients, making it an excellent meal option for individuals who are looking
to maintain a balanced diet.

Overall, the unique selling proposition of flavored roasted chicken lies in its diverse
range of flavors, which offers an exciting and satisfying experience for consumers. It is
a meal option that can cater to different tastes and preferences, making it a popular
choice for many consumers.

Company’s Vision, Mission, and Objectives

Vision

Our vision is to become the leading provider of delicious, healthy, and

convenient meal options that cater to diverse tastes and preferences.

Mission

We aim to provide high-quality, flavorful roasted chicken that offers a

convenient, savory, and delicious meal option for consumers.

Objectives

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 To Increase brand awareness: Develop marketing campaigns that showcase the
range of flavors and highlight the convenience and health benefits of roasted
chicken. Utilize social media and influencer marketing to reach a wider
audience.

 To Expand product range: Develop new and exciting flavor profiles that cater to
emerging food trends and consumer demand.

 To Improve operational efficiency: Optimize production processes to reduce

costs and improve the quality and consistency of the roasted chicken.

 To Enhance customer experience: Implement a loyalty program to reward repeat

customers and collect feedback to improve the overall customer experience.

 Expand distribution channels: Establish partnerships with grocery stores,

supermarkets, and online marketplaces to increase the accessibility of the
products to customers.

 Increase revenue: Set revenue targets and implement strategies such as

promotional pricing and cross-selling to increase sales and revenue.

 Enhance sustainability: Implement sustainable practices such as reducing food

waste and sourcing ingredients from ethical and sustainable suppliers.

 Foster community engagement: Partner with local organizations and events to

support community initiatives and give back to the local community

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 CHAPTER 2

ORGANIZATION AND MANAGEMENT ASPECT

Organizing is a systematic process that involves identifying the necessary

activities to achieve objectives in the most efficient, effective, and cost-effective
manner. It involves establishing a structure for roles and relationships within the
organization to ensure smooth operations of the entire system. This process involves
subdividing activities into smaller tasks or jobs and appointing competent individuals
who become experts in their assigned tasks through repetition. This enables the
organization to achieve maximum productivity in a shorter timeframe, benefiting from
specialization. Organizing also clarifies reporting relationships among employees,
determining who reports to whom, which is crucial for effective communication,
delegation of authority, and fixing of accountability.

Form of Business Organization

“Spicebird Kitchen" is a General Partnership that is registered with the

Securities and Exchange Commission. In this form of organization, partners distribute
responsibilities, liabilities, as well as profits and losses among themselves. Compared to
a corporation, this type of organization offers several advantages, such as easy
formation, a simple structure, low start-up costs, and minimal formalities. Additionally,
partners contribute to a common fund, where one partner may contribute money while
another partner contributes industry expertise or other resources.

Business Structure and Culture

The business structure of the partnership will serve as the framework for
determining how the partnership's activities will be managed by the partners. In this
case, the partnership will adopt a linear organizational structure, where the authority

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flows directly from the top to the bottom. Each employee will have a clear reporting
line to a specific manager who they are responsible to and accountable for their actions
and achievements. This type of organizational structure promotes efficient
communication from managers to workers, allowing for changes or decisions from the
top to be implemented quickly and smoothly with minimal delays or conflicts. It also
enables prompt response to emergencies or unexpected situations.

Organizational Chart

Partners

Operations Manager

Production

Kitchen Staff

Figure 2.1

Management Style

The chosen management style for running the business will be a combination of
directive (coercive) and authoritative (visionary) approaches. Managers with a coercive
leadership style exercise strict control over employees and use the threat of negative
consequences to enforce compliance. This style can be effective in critical situations.
On the other hand, managers with an authoritative style inspire and motivate employees
by promoting their vision for the organization. This approach is particularly useful
during times of organizational change and tends to create a positive work environment.

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However, it's important for authoritative managers to also respect the skills and
experiences of their employees, as being overly controlling can be perceived as
overbearing.

KNOW ALL MEN BY THESE PRESENTS:

That we, the undersigned, all of legal age and residents of the Republic of the Philippines have
agreed to amend a general partnership under the terms and conditions herein set forth and subject to the
provisions of existing laws of the Republic of the Philippines.

Budget Capitalization

The firm shall be registered with the Securities and Exchange Commission
(SEC). It has a capital of One Million Pesos (Php1, 000,000). Each partner contributed
Two Hundred Thousand Pesos (Php200, 000) to the firm. This will be used to cover the
cost of inventory, equipment, and other operational expenses, as well as initial
marketing and advertising campaign.

Job Description and Specifications:

General Manager

Description:

 Overall-in-charge of operations
 Establishes and ensures that company policies are met.
 Implements quality standards on product.
 Actively participates in monitoring of accounting process.
 Hires and motivates employees to work at their utmost best.
 Draws and implements marketing plans and strategies.
 Prepares the employees’ payroll.

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  Counts money in cash drawers at the beginning of shifts to ensure that
amounts are correct and that there is adequate change.

Specifications:

 A Bachelor’s Degree in Business Management or Master’s in Business

Administration or any related field.
 At least 28 years old
 With at least three (3) years of working experience in managing a
business.
 Has excellent written and communication skills.
 Has knowledge of financial reporting needs.

Cashier

Description:

 Greets customers and has excellent customer service.

 Receives payments from customers by cash and checks.
 Handles cash transaction of the business and acts as the bookkeeper.
 Process sales transactions accurately and efficiently.
 Answer customer questions and provide information about the product.
 Follow all cash handling procedures and policies, including verifying
cash amounts and checking identification if necessary.

Specifications:

 High School Diploma or bachelor’s degree in business or related field

preferred.
 At least 25 years old. Male or Female.
 Must have at least 1 year working experience as a cashier or in customer
service.
 Professional demeanor and appearance.
 Excellent communication and interpersonal skills.
 Has basic math skills to perform basic calculations.

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Accountant

Descriptions:

 Registers, files, and pays tax returns.

 Prepares and review financial statements quarterly and annually.

Specifications:

 Must be a Certified Public Accountant

 Must have working experience of at least two (2) years.

Production workers

Descriptions:

 They are responsible for cooking the product in the production line and
meeting production target.

 They are in charge in monitoring the inventory to ensure that we have

enough stocks.

 They are responsible on managing waste and making reports on broken

equipment.

 They oversee operations to ensure that they meet the production

standards.

 They inspect and measure all the materials or products being produced.

 They are responsible for following Health and Safety protocols and
safety standards of the production line.

 They are responsible for finalizing, packaging, and organizing products

for transactions or shipments.

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  They are in charge of disposing of all the products and raw materials that
fail to meet specifications.

Company Policies and Procedures

Management Policies

 All employees are required to work on time and follow the regular
workday schedule.
 All employees will receive the legal minimums for fair and benefits.
 All employees are required to do their jobs responsibly.
 Prescribed uniforms are required inside the workplace.
 Cleanliness shall be always observed.
 Smoking, taking liquor and prohibited drugs are strictly not allowed
inside the premises.

 Punishment is based on the degree of violation.

1st Offense: Verbal Reprimand

2nd Offense: Written Warning

3rd Offense: Suspension

4th Offense: Termination

 Attendance is recorded using a timecard.

 For any reason that workers are unable to work, they should contact or
send message to their superiors.
 Company properties should be handled with utmost care to prevent
accidents and damage.
 No work, no pay.

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Pre-Employment Requirements

Hiring and Recruitment

 The applicant will go directly to the General Manager, will submit his/her
resume, and will have a final interview, if qualified.

 If the applicant passes the company’s standards, he will be oriented about his job
and the rules and regulations of the business.

 If the applicant is considered for hiring, he/she has to submit the following:

 2 valid ID’s
 SSS, Phil Health, PAG IBIG Number
 Barangay Clearance/Police Clearance/NBI Clearance
 Recommendation from Barangay Official (if any)
 High School/College Diploma (if any)
 Certificate of Training or Certificate of Previous Employment (if any)
Wages and Salaries

Position Salary per month (₱) No. of Yearly Salary

Employees (₱)

Operation Manager 25,000 1 300,000

Kitchen Staff 9,600 1 115,000

Table 2.1

Employees’ salaries are given every 15th and 30th day of every month.

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Performance Evaluation

Upon regulation, the management evaluates the job performance of its

employees once a year. Salaries and wages will be increased by 5% annually depending
upon the performances exhibited by the employees.

Security of Tenure

SOCIAL SECURITY SYSTEM

This system aims to protect its members when they are unable to work due to
sickness, disability, maternity, old age and death. When an employee gets sick, SSS will
reimburse them with their equivalent daily salary multiplied by the number of days
absent. When a female member gives birth, SSS gives the employee 2 months’ worth of
salary to compensate for the time she will be off from work due to childbirth. The SSS
also serves a pension plan for its members as SSS returns members’ monthly
contribution after they retired from work. The amount of SSS monthly contribution is
determined from the actual monthly salary an employee reserve. 30% of total monthly
contributions are deducted from an employee’s salary, while 70% is subsidized by the
employer.

 Disability

It is granted depending on the severity of the disability claim.

 Sick Leave

Every employee who has rendered at least one year of service shall be entitled to
a yearly service incentive leave of five (5) days with pay. (Article 95 of the Labor Code
of the Philippines)

Maximum of total sick leave is fifteen (15) days. All unused leave days are
convertible to cash of each year.

 Maternity Leave Benefit

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 “The provision Article 133 states that the Section of Labor and Employment
shall implement and maintain strict standards that will guarantee the health and safety
of female employees”

A covered female employee, who is able to contribute at least three-month

contributions within the twelve-month period or prior to the semester that she gave
birth, had an abortion or miscarriage is eligible benefits for maternity leave. A female
employee shall be given financial benefit which is cash equivalent to one hundred
percent of her current basic salary allowances and other benefits.

 Paternity Leave Benefit

Grand paternity benefits are given to all married male employees whose spouses
are about to or have given birth – seven (7) days with full pay to attend the needs of
legal wife before, during and after delivery.

PHILIPPINE HEALTH INSURANCE (Phil Health)

Employees are given health and hospitalization subsidies should they or a

dependent be hospitalized. Monthly contributions are based on actual employee
monthly salaries and the amount of employee contribution is matched equally by the
employer.

HOME DEVELOPMENT MUTUAL FUND (PAG-IBIG)

The company provides to its members the lowest interest housing and land
acquisition loans that are payable for up to 30 years. This gives every employee an
opportunity to own a house in easy-payment plans that can be directly be deducted from
his/her monthly wages.

Working Hours

Operations Manager: Average salary: PHP 25,000 - PHP 30,000 per month

Working hours: 8 hours per day, 5 days a week (40 hours per week)

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Marketing Manager: Average salary: PHP 25,000 - PHP 30,000 per month Working
hours: 8 hours per day, 5 days a week (40 hours per week)

Kitchen Staff: Average hourly wage: PHP 50 - PHP 60 per hour Working hours: 8
hours per day, 6 days a week (48 hours per week)

Advertising and Promotions: Average salary: PHP 15,000 – PHP20,000 per month,
Working hours: 8 hours per day, 5 days a week (40 hours per week)

Meal and Rest Periods

According to Article 83 of the Labor Code of the Philippines, employees are

entitled to one (1) hour break for meals on an eight-hour work day. Employees are also
entitled to adequate rest periods in the morning and afternoon, of short durations, that
will be counted as hours worked. These rest periods normally last for 15 minutes and
can be used by employees as coffee or snack breaks.

Dress Code

Employees are required to wear their proper uniform during business hours.
Organization pays for uniforms.

13th Month Pay

Based on Presidential Decree No. 851, all Filipino employees are entitled to a
year-end bonus equivalent to one (1) monthly salary regardless of the nature of their
employment. The 13th month pay is to be given no later than December 24 of every year
a worker is employed.

Holiday and Special Holiday Pay

Regular Holidays are considered rest days such as:

January 1 New Year’s Day

April 9 Araw ng Kagitingan

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 (Movable Date) Maundy Thursday

(Movable Date) Good Friday

May 1 Labor Day

June 12 Independence Day

November 1 All Saints Day

November 30 Bonifacio Day

December 25 Christmas Day

December 30 Rizal Day

And other unpredictable circumstances.

Regarding holiday pay, the Labor Code of the Philippines provides that every
worker shall be paid with his regular daily wage during regular holiday.

Overtime/Night Shift/Special Holiday/Rest Day Pay

Under Article 87 of the Labor Code of the Philippines, work may be performed
beyond eight (8) hours a day provided that the employee is paid for the overtime work,
an additional compensation equivalent to his regular wage plus at least twenty-five
percent (25%) thereof. Work performed beyond eight hours on a holiday or rest day
shall be paid an additional compensation equivalent to the rate of the first eight hours on
a holiday or rest day plus at least thirty percent (30%) thereof.

Article 86 of the Labor Code of the Philippines states that every employee shall
be paid a night shift differential of not less than ten percent (10%) of his regular wage
for each hour of work performed between ten o’clock in the evening and six o’clock in
the morning. And also, under Article 93 of the Labor Code of the Philippines, if an
employee is asked to work on their scheduled rest day or on a non-working holiday, the
employee shall be paid an additional compensation of at least thirty percent (30%) of
his regular wage.

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Service Incentive Leave

According to Article 95 of the Labor Code of the Philippines, an employee who

has worked for at least one (1) year in a company is entitled to five (5) days leave of
absence, with a pay every year. If the employee does not avail of these paid leaves, the
company may have an option of having them to do a mandatory leave of absence with
pay, or convert these not availed paid leaves to their cash equivalents, to be given at the
end of each year.

Code of Conduct

Each employee is required to have or possess and observe the following

characteristics:

Honesty and Integrity

 Honesty and confidence

 Integrity and Assurance

Proper Decorum and Work Ethics

 Professionalism
 Ethical standards

Job Performance

 Competency
 Productivity, efficiency, and effectiveness
 Job Knowledge
 Working relationships
 Diligence, prudence, and dedication toward work responsibilities

Administrative Conduct and Behavior

 Punctuality and attendance

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 Uniform
 Prudent use of business property
 Health safety and security
 Willing to help others or being collaborative.
 Being responsible and reliable.
 Giving ideas and new ways to improve the product.

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 CHAPTER 3

MARKETING ASPECT

The marketing aspect is a critical part of any feasibility study as it helps businesses
evaluate the practicality of their product or service in the market. By conducting a
comprehensive market analysis, businesses can assess the potential demand for their
offering, recognize their intended audience, and comprehend their competitors. Such
information enables businesses to develop an effective marketing strategy that caters to
the needs and preferences of their target market. For instance, businesses can identify
the most suitable communication channels, pricing strategy, and promotional tactics to
engage their intended audience and stand out from their rivals. With the insights
obtained from the feasibility study, businesses can customize their marketing initiatives
to maximize their return on investment and achieve long-term profitability in the
market.

Product Description
Spicebird kitchen offers a delicious and savory meal option for customers
seeking a flavorful dining experience with our Flavored Grilled Whole Chicken. Our
chicken is expertly grilled to perfection, providing a tender and juicy texture that is sure
to satisfy your taste buds. Customers can choose from a variety of mouth-watering
flavors, including Teriyaki, Salted Egg, Spicy Buffalo, Classic, and Sriracha. Each
flavor is carefully crafted to provide a unique and bold taste, offering something for
every palate. Our chicken is also prepared using only the freshest and highest quality
ingredients, ensuring that each bite is a delight for your senses. Whether you're looking
for a quick and easy meal or a delicious dinner for the whole family, our Flavored
Grilled Whole Chicken is the perfect option. Try it today and experience the irresistible
flavor that everyone is talking about!

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Target Market Description

Conducting a target market analysis is the most efficient method for maximizing
marketing resources. By obtaining comprehensive knowledge of their potential
customers, the company can make informed decisions that enhance their capacity to
communicate and engage with their audience. The more the business knows about their
target market, the better equipped they will be to make strategic choices that improve
customer connections and satisfaction.

The proponents chose to locate their business at capas junction.

Our target market is made up of individuals and families who enjoy tasty and
wholesome meals that are easy to prepare. Our customers are health-conscious and
appreciate the quality and freshness of our ingredients. They are discerning consumers
who value flavor and variety, and are open to trying new and exciting taste experiences.
Our target market includes busy professionals who seek convenient and healthy meal
options, as well as families looking for a quick and tasty dinner solution. Our Flavored
Grilled Whole Chicken appeals to a wide range of taste preferences, from those who
prefer classic and traditional flavors to those who enjoy spicy and bold taste sensations.
Our target market is comprised of individuals who appreciate high-quality, flavorful,
and convenient meal options that are sure to satisfy their hunger and taste buds.

Target Market Segmentation

Market segmentation involves dividing a market into smaller segments. By

identifying groups of people who have similar needs, businesses can tailor their
marketing efforts to better satisfy their customers and increase profitability. Once the
market segments are identified, businesses must select target markets in order to
improve their understanding of their potential customers. This allows businesses to
make informed decisions that improve their ability to communicate and connect with
their customers. The more businesses know about their target market, the better
equipped they will be to make strategic choices that enhance customer connections and
satisfaction.

24
TARGET MARKET SEGMENTATION FOOD ENTHUSIASTS

DEMOGRAPHIC  Age: Adults between the ages of 3

and 60

 Gender: Male and Female

 Income: low to high income

earners

PSYCHOGRAPHIC  Health-conscious individuals who

are looking for a flavorful and
nutritious meal

 Foodies who enjoy trying new and

unique flavors

 Busy individuals who value

convenience and time-saving
solutions

 Socially responsible individuals

who are interested in locally
sourced and sustainably raised
meat

 Adventurous individuals who

enjoy exploring different types of
cuisine

GEOGRAPHIC  Lives in Capas, Tarlac

BEHAVIORAL  Customers who frequently

purchase ready-to-eat meals

 Customers who regularly purchase

25
 grilled chicken products

 Customers who have a preference

for high-quality, fresh ingredients

 Customers who are willing to pay a

premium for a unique and flavorful
product

 Customers who are interested in

trying new and innovative food
products.

APPENDIX

Articles of Partnership

ARTICLES OF PARTNERSHIP|
OF
PAL

KNOW ALL MEN BY THESE PRESENTS:

That we, the undersigned, all of legal age and residents of the Republic of the
Philippines have agreed to amend a general partnership under the terms and conditions
herein set forth and subject to the provisions of existing laws of the Republic of the
Philippines.

AND WE HEREBY CERTIFY:

ARTICLE I. That the name of the partnership shall be: PAL COMPANY.

ARTICLE II. That the principal office of the Partnership shall be located at
Capas junction, McArthur Highway, Tarlac, Philippines.

26
 ARTICLE III. That the names, citizenship, residence and designation of the
partners of said partnership are as follows:

Name Citizenship Designation Residence

Delos santos, Jomar S. Filipino Capitalist Partner 237 Purok 4, St. Rita, Capas,
Tarlac
Mendoza, Darren G. Filipino Capitalist Partner Blk 2 Lot 4, Dolores, Capas,
Tarlac
Dimalanta, Shawn Aive Filipino Capitalist Partner 0120, Brgy. Dolores, Capas,
Francis D. Tarlac

Schibig, Dainiel G. Filipino Capitalist-Industrial 328 Maligaya Brgy. Manlapig

Capas, Tarlac
Pamintuan, Neil Joshua B. Filipino Capitalist-Industrial Manlapig, Capas, Tarlac

Level of Competition

The "Spicebird Kitchen" participants conducted research on the company's

direct and indirect competitors. Businesses offering similar or replacement product are
viewed as competitors to the project under study.

Competitive Analysis

In the highly competitive market for flavored grilled whole chicken in Junction,
Capas, Tarlac, Philippines, the business faces stiff competition from established players
such as Andoks and Chooks to Go. These competitors offer a similar range of flavors,
including classic, barbecue, and spicy variants. Andoks is known for its affordable
prices and extensive menu options, while Chooks to Go is known for its fast service and
consistent quality.

Despite this tough competition, the business can leverage its unique flavors,
including teriyaki, salted egg, and Sriracha, to differentiate itself and attract customers.
The business can also focus on delivering high-quality, flavorful chicken that is cooked
to perfection and served hot and fresh to its customers. By building a loyal customer

27
base through exceptional service and delicious food, the business can compete
effectively against its rivals.

In terms of location, the business is well-placed in Junction, which is a bustling

commercial area with high foot traffic. This location provides a competitive advantage,
allowing the business to attract customers who are already in the area for shopping or
other activities. However, the business must be mindful of its pricing strategy to stay
competitive, as both Andoks and Chooks to Go are known for their affordable prices.

Product

One effective marketing strategy for flavored grilled whole chicken would be to
focus on the unique and delicious taste of the dish. Emphasize the smoky, savory, and
aromatic flavors of the grilled chicken that can only be achieved through proper grilling
techniques and quality ingredients. Another strategy could be to highlight the health
benefits of grilled chicken, including its high protein content and low-fat content. Create
a branding and packaging that appeals to consumers who are looking for a healthy and
flavorful meal. Offer promotions such as discounts or meal deals to entice customers to
try your product. Lastly, partner with influencers or food bloggers to create buzz around
your product on social media and online platforms.

Price

Given that it is linked to product positioning, pricing is a crucial strategic

problem. It is the only mix that generates a turnover for the organization. It ought to
take into account the goals of the organization, the opposition, the purchasing power of
the target market, and their demand. The company's price goals should be determined in
order to decide on optimal pricing.

 Maximization of quantity. It intends to maximize the number of customers

served in order to decrease long-term costs.

 Quality leadership. Manager uses price to signal high quality in an attempt to

position the product at the forefront in the upcoming years, as stated in the company’s
vision.

28
 The company’s financial objectives in terms of price are secured on how much
money it aims to make from services and what market share will it get in relation to
competitors. Objectives stated above and how the business generates profit in
comparison to the cost of services are regarded in the selection of appropriate pricing
strategies. Customers’ expectations are also important in making such marketing
decision. Competition Pricing is adopted by the business for it sets the prices similar
with the competitors. More than this, Cost-Based Pricing is used “SpicedBird Kitchen”.
It is a strategy in which a company adds a markup to the price of a product over the cost
of production and manufacturing.

Promotion

Promotion Business promotion is an integral part of any business’ success, as it

is through promotion that a business expands its customer/client base and opens new
windows of opportunity.

Advertising expenses are allotted to tell the consumers about the company and
the services it offers. The proposed promotional strategies for the company to achieve
the desired market share are discussed below.

Here are some means to make the business known in Capas:

 Print Media This means we will be using print media like poters, flyers, or
leaflets for advertisement.

 Posters, leaflets, flyers

 will be distributed within and outside Capas.

 Social Media

 Social media advertising  https://www.facebook.com/Spicebirdkitchen

Place

29
 In terms of location, the business is well-placed in Junction, which is a bustling
commercial area with high foot traffic. This location provides a competitive advantage,
allowing the business to attract customers who are already in the area for shopping or
other activities.

CHANNEL OF DISTRIBUTION

PRODUCER
CONSUMERS

ARTICLE IV. That the term for which said partnership is to exist in an
indefinite lifespan from the original recording of said partnership by the
Securities and Exchange Commission.

ARTICLE V. That the purpose for which said partnership is formed are as
follows:

That the purpose for which said partnership is formed are as follows

1. To provide a dwelling place for cats and dogs that would serve as their second
home when the owners are away.

2. To give proper grooming, health care and wellness to cats and dogs.

3. To bequeath convenience and peace of mind to pet owners and assure them
that their pets are in good hands.

4. To ease the hassle of pet owners by presenting mobile services to them

ARTICLE VI. That the capital of the partnership shall be three hundred
thousand, Philippine Currency contributed in cash by the partners as follows:

Name

30
 Amount Contributed
Delos santos, Jomar S. P200, 000

Mendoza, Darren G. P200, 000

Dimalanta, Shawn Aive Francis D. P200, 000

Schibig, Dainiel G. P200, 000

Pamintuan, Neil Joshua B. P200, 000

TOTAL P1, 000,000

That no transfer will reduce the ownership of Filipinos citizens to less than the
required percentage of capital shall be recorded in the paper books of the partnership.

required percentage of capital shall be recorded in the paper books of the

partnership.

ARTICLE VII. That the profits and losses shall be divided pro-rata among the
partners.

ARTICLE VIII. That the firm shall be under the management of Darren
Mendoza, as General Manager and as such she shall be in charge of the management of
the affairs of the partnership.

ARTICLE IX. That the partners willingly undertake to change the name of the
partnership immediately upon receipt of notice/directive from the Securities and
Exchange Commission that another partnership, corporation, or person has been
declared misleading, deceptive, confusingly similar to a registered name or contrary to
public morals, good customs or public policy.

ARTICLE XIV. WITNESS WHEREOF, we have hereunto set our hands this ___ day of
_________ ____ at ____________________, Philippines.

31
 ___________________ __________________________
JOMAR S. DELOS SANTOS DARREN G. MENDOZA

_______________________ __________________________
SHAWN AIVE FRANCIS D. DIMALANTA NEIL JOSHUA B. PAMINTUAN

______________________
DAINIEL G. SCHIBIG

ACKNOWLEDGEMENT
Republic of the Philippines }
____________________ } S. S.

BEFORE ME, a Notary Public, for and in ___________________, this __ day of

__________, _____, personally came and personally appeared the following persons with their
Community Tax Certificates as follows:

Name CTC # Date Place Issued

Jomar S. Delos santos
Darren G. Mendoza
Shawn Aive Francis D. Dimalanta
Dainiel G. Schibig

32
Neil Joshua B. Pamintuan

Known to me to be the same persons who executed the FOREGOING ARTICLES OF

PARTNERSHIP, and they acknowledged to me that the same is their voluntary act and deed.
WITNESS MY HAND AND SEAL on the date first above written.

______________________
__
Notary Public
Valid Until
PTR. No.
IBP No.
Roll of Attorney No.
TIN #:

Doc. No.:
Page No.:
Book No.:
Series of 2011

33
 We are Third-year students of BSBA major in Marketing from Dominican
College of Tarlac. We are currently taking the Business Research course in compliance
to this, we are conducting research.

Spicebird Kitchen is a fast-food chain that specializes in serving delicious, flavorful

grilled whole chicken dishes with a range of unique and exciting flavors. The fast-food
chain is passionate about creating a memorable experience for its customers, and prides
itself on using only the freshest and highest-quality ingredients to create its dishes.

We are kindly asking you to participate in this research by answering the

following questions. This survey will take a…. We will keep the data collected
confidential.

Your response will be helpful, and we value the information that you provided.
We are more than thankful and appreciate your cooperation.

Respectfully yours,

1. Have you ever tried flavored grilled whole chicken before?

a. Yes

b. No

2. If yes, how many times do you eat grilled chicken?

a.1

b.2

c.3

d.4

3. How likely are you to try our Flavored Grilled Whole Chicken?

a. Very likely

b. Somewhat likely

c. Not sure

34
 d. Not likely

4. Which flavor of Flavored Grilled Whole Chicken are you most interested in
trying?

a. Teriyaki

b. Classic

c. Salted Egg

d. Spicy Buffalo

e. Sriracha

5. What factors do you consider when choosing a meal for yourself or your family?
a. Flavor

b. Convenience

c. Price

d. Healthfulness

e. Other (please specify)

6. On a scale of 1 to 5, how likely are you to recommend our Flavored Grilled

Whole Chicken to a friend or family member?

a. 1 (not likely at all)

b. 2

c. 3

d. 4

e. 5 (very likely)

7. How often do you purchase ready-to-eat meals?

a. Daily

35
 b. Several times a week

c. Once a week

d. Less than once a week

e. Never

8. What is your preferred method for purchasing meals?

a. Dine-in at a restaurant

b. Takeout/delivery

c. Meal kits

d. Other (please specify)

References
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8list Website https://www.8list.ph/lechon-manok/

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Salazar, T. R. (2016). PH among world’s fastest growing meat consumers, say
experts .Retrieved from Inquirer Web Site:https://business.inquirer.net/211357/ph-
among-worlds-fastest-growing-meat-consumers-say-experts

Pe, R. (2014). How big is the Philippine poultry industry? Retrieved from Inquirer Web
Site:https://business.inquirer.net/165020/how-big-is-the-philippine-poultry-industry

Lechon Business Opportunity. (2014). How to Franchise a Business in the Philippines

as an Overseas Filipino Worker? Retrieved from Lechon Business
Oppurtunity:https://lechonbusinessopportunity.wordpress.com/category/lechon-manok/

Collins, G. (2013). Boston Chicken Bets on Manhattan. Retrieved from The New Your
TimesWeb Site:https://www.nytimes.com/1995/05/12/business/boston-chicken-bets-on-
manhattan.html?mcubz=0

Bren house, H. (2011). The Secret Second Life of Kenny Rogers Roasters… in Asia.
Retrieved from TIME Web Site:
https://content.time.com/time/world/article/0,8599,2084444,00.html

Yap, A. (2012) Retrieved from Inquirer Web

Site:.https://newsinfo.inquirer.net/218215/entrepreneur-reinvents-%E2%80%98street-
side-lechon-manok%E2%80%99

(Tupas and Lee, 2020 Retrieved from Inquirer Web Site:

https://www.google.com/amp/s/www.gmanetwork.com/news/lifestyle/food/760977/
explaining-the-filipinos-k-foodies-phenomenon/story/%3famp

(Vivas, 2023)Retrieved from Inquirer Web Site: https://mb.com.ph/2023/2/16/korea-

takes-over-the-world

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