A MARKETING PLAN ON ESTABLISHING JOHN’S POULTRY

BUSINESS IN GENERAL SANTOS CITY

PRESENTED TO THE FACULTY OF SENIOR HIGH SCHOOL GRADE 11 – ABM

GENERAL SANTOS CITY NATIONAL SECONDARY SCHOOL OF ARTS AND

TRADES GENERAL SANTOS CITY

A FINAL REQUIREMENT FOR PRINCIPLES OF MARKETING

BY:

ULRICH RAMOS

ADRIAN JAMES CARDINES

MARCH 2024
 CHAPTER I

Introduction

This chapter discusses the background of the study, rationale of the study, objectives of
the study, scope and delimitation of the study, the research design, respondents, locale
of the study, data gathering procedure, the definition of terms used in the study and the
significance of the study.

1.1 Background of the Study

Poultry farms house, feed, and nurture domesticated fowls whose primary produce are
eggs and meat. Its produce are ordered and delivered to many business across the
world. Such as restaurants, fast-food chains, supermarkets, grocery stores, etc. With
this wide range of influence, it is no wonder that it is one of the pillars of the Philippine’s
economy, whose primary produce is agriculture and animal husbandry products.

The estimated annual production of poultry in the Philippines is 80 million birds, or

200,000 metric tons. Not to mention that the annual estimated produce of eggs is nearly
662 thousand metric tons. Generating up to P173.95 billion in revenue on broiler
chicken sales, and an estimated P123.02 billion for eggs.

According to BAI data, there are more than 590 registered poultry farms all throughout
the islands of the Philippines. Among of which 20% are backyard farms, farmers who
take care of their fowls and other domesticated animals in their own backyard.
Meanwhile the other 80% are registered commercial farms, solely focused on producing
eggs and fowls. Most of these farms are located and focused throughout Central Luzon
which is responsible for an annual estimated production of 500.4 thousand metric tons
of chicken meat. While the SOCCKSARGEN region contributes 3% of the country’s
produce.
1.2 Rationale of the Study

The focus of the study is primarily on the assessment of factors that may affect poultry
businesses in General Santos City mainly its marketing, operation, finance, socio-
economic, and Management aspects. The researchers aim to explore the possibility of
starting a poultry business and the feasibility of economic growth that the poultry
products can offer to General Santos City.

This study is limited only to the potential establishment of poultry farms in General
Santos City and does not cover other concerns that do not belong directly to the
operations of other established poultry farms.

1.3 Objectives of the Study

The purpose of this study is to test, analyze, break-down, and conclude the feasibility of
success in the poultry farm business in the South Cotabato region, specifically in
General Santos City. Mainly:

A. Marketing - To determine suitable and potential markets, demographics,

opportunities, threats and competition and to identify the factors of external
environments and how it will affect businesses.
B. Operation - How the poultry business will operate and its technical inner
workings. How much investment will affect the outcome of the businesses and
how poultry businesses function in certain areas.
C. Finance - Assessing the resources with detailed estimated costs, expenses,
benefits, etc.
D. Socio-economic - How the socio-economic changes in the country and in the
province will affect the growth and/or function of the poultry business.
E. Management - Determining the appropriate and effective management type
for a poultry business and how it will affect the operations and technicalities of
poultry production.
1.4 Scope and Limitation

The focus of the study is primarily on the assessment of factors that may affect
poultry businesses in General Santos City mainly its marketing, operation,
finance, socio-economic, and Management aspects. The researchers aim to
explore the possibility of starting a poultry business and the feasibility of
economic growth that the poultry products can offer to General Santos City.

This study is limited only to the potential establishment of poultry farms in

General Santos City and does not cover other concerns that do not belong
directly to the operations of other established poultry farms.