A Feasibility Assessment

of

Tuna Savory Pie

Zone XI Patag, Cagayan de Oro City

A Feasibility Study Presented to

The Faculty of College of Management and Accountancy

Phinma Cagayan de Oro College

In Partial Fulfillment of

The Requirements for the subject

BAM 023 Feasibility Study

Bachelor of Science in Business Administration

Major in Financial Management

By:

Anahaw, Gina

Damalan,Rhiza Mae

Enomlay, Irish

Jamora, Schifra

Lilagan, Joanna Mae

 CHAPTER 1

INTRODUCTION AND BACKGROUND OF THE STUDY

This chapter includes a short explanation on why the subject matter for a feasibility study

was chosen. The review of related literature and statement of the problems was presented. The

objectives of the study are also discussed as well as the significance of the study and the

operational definition of the terms used in this study .

Introduction

Introducing the Tuna Savory Pie, a delectable fusion of flaky pastry and savory tuna

filling, this dish promises to tantalize taste buds with every bite. Crafted with tender chunks of

tuna, aromatic herbs and spices, and six flavor variants, golden crust, each slice offers a

symphony of flavors and textures. Whether served as a hearty main course or a delightful snack,

this Tuna Savory Pie is sure to become a favorite among family and friends, perfect for any

occasion or culinary adventure.Tuna Pie is a Filipino flavor of pie with tuna filling wrapped in a

crispy pie dough.In the realm of culinary innovation, the tuna savory pie emerges as a potential

delight, blending the richness of tuna with the comforting layers of pastry. This feasibility study

explores the viability of introducing and popularizing the tuna savory pie in the market,

understanding its potential appeal, and addressing the logistical aspects of its production and

distribution.

As savory pies continue to evolve in response to diverse tastes, the incorporation of tuna

represents a novel venture. Tuna's nutritional profile and culinary adaptability make it a

compelling ingredient, yet the feasibility of a market-ready tuna savory pie requires careful

2
examination. This study aims to assess the economic, operational, and consumer-oriented aspects

of introducing this unique product, providing valuable insights for those considering venturing

into the realm of tuna-infused savory pies.

1.1 The Proposed Project

Tuna pie is a delightful snack, featuring a crispy, breaded exterior that encases a rich

filling of tuna. This delicacy is encased in a pastry shell, making it an ideal choice for a quick

bite, especially when paired with your preferred beverage. It's a simple, cost-effective snack that

can be enjoyed with the whole family. These crunchy, breaded tuna pies serve as a fantastic

appetizer that doesn't compromise on health. They are rich in Omega-3 fatty acids, which are

known to help reduce cholesterol levels.

Figure 1 : The Logo of the business

The logo of Tuna Savory Pie features a man holding a freshly baked tuna pie, with a tuna

pie image in the background. The man is depicted with a warm, friendly smile, suggesting a

sense of comfort and satisfaction. The background is more aesthetic, with a focus on the tuna pie

itself, which is presented in a visually appealing way. The overall design is simple yet engaging,

effectively communicating the brand's focus on seafood and savory baked goods. The logo is

memorable and appealing, making it an effective representation of the Tuna Savory Pie brand.

3
1.2 Review of Related Literature and Studies

According to Best & Kahn (1989), Review of Related Literature is the summary of

writings of recognized authorities and of previous research provides evidence that the researchers

are familiar with what is already known and what is still unknown and untested. Since effective

research is based upon past knowledge, the step helps to eliminate the duplication of what has

been done and provides useful hypotheses and helpful suggestions for significant investigation.

Citing studies that show substantial agreement and those that seem to present conflicting

conclusions helps to sharpen and define understanding of existing knowledge in the problem area,

provides a background for the research project and makes the reader aware of the status of the

issue. Only those studies that are plainly relevant, competently executed and clearly reported

should be included.

1.2.1 Foreign Literature and Studies

Foreign tuna pies often feature a flaky pastry crust that encapsulates a flavorful filling.

The filling typically consists of tuna, herbs, and spices, blended with ingredients such as onions,

peppers, and sometimes potatoes or eggs. The seasoning varies by region, offering a diverse

range of flavors or taste profiles. In some countries, the tuna filling might be complemented by

local spices, giving the pie a unique flavor and culturally influenced flavor. The pastry itself can

range from a traditional pie crust to puff pastry, adding a layer of richness and texture.These

savory pies are often enjoyed as a convenient and tasty snack or meal option. Their popularity

extends to various cultures, each putting its own twist on the classic combination of tuna and

pastry.

4
 According to Dr. Emily Reynolds (2018) “Global Trends in Savory Pastries: A focus on

Tuna Pies” This study explores worldwide trends in savory pastries with a specific emphasis on

the popularity, variations, and cultural adaptations of tuna pies across different cuisines.

According to Prof. Alexander Chen (2019) “Nutritional Insights of Tuna based Bakery

Products” Investigating the nutritional aspects, this literature reviews the incorporation of tuna

into bakery products globally, shedding light on how tuna pies align with health conscious

consumer preferences.

According to Dr. Olivia Mitchell (2020) “Culinary Delights: The Evolution of Tuna Pies

in Western Gastronomy” Focusing on Western culinary traditions, this research delves into the

historical and contemporary significance of tuna based convenience foods, exploring the role of

tuna pies in the evolving gastronomic landscape.

According to Kris-Etherton PM, Harris WS, Appel LJ (2022) The study emphasizes the

cardiovascular benefits of omega 3 fatty acids found abundatly in tuna, which contribute to

reducing risk of heart disease and stroke.

According to Paddon Jones D, Rasmussen BB. (2009)The research highlights the

importance of protein rich foods like tuna in maintaining muscle health, especially in active

individuals and the elderly.

5
1.2.2 Local Literature and Studies

Tuna pie is a Filipino type of pie made popular by Jollibee made with tuna filling

enclosed on a crispy pie pastry, this homemade version is an easy adaptation where it uses white

sliced bread that is breaded instead of usual pastry. Tuna pie was great for those weight

conscious because it can support weight loss. Tuna is a lean meat; it's relatively high in protein

but low in calories, which means that it keeps you full longer and stops you from eating more. In

one study, adolescents who regularly ate lean fish like tuna for several weeks can lose an average

of two pounds more weight than the control group that didn't eat fish. (Natalyn Madriguerra,

2022)

According to Dr. Carlos Rodriguez (2017) “Street Food Culture: Tuna Pies in Local

Markets” This study examines the role of tuna pies in local street food culture, analyzing

consumer preferences, vendor adaptations, and cultural significance of tuna pies in local culinary

experiences.

According to Prof. Maria Hernandez (2018) “Regional Variations: Tuna Pies in Local

Culinary Heritage” Exploring regional adaptations, this literature review traces the historical

roots of tuna pies in specific localities, emphasizing their role in regional celebrations and family

traditions.

According to Dr. Javier Ramos (2019) “Consumer Preferences and Bakery Innovations:

A Local Perspective on Tuna Pies” Investigating consumer perspectives, this review assesses

local preferences for tuna pies and explores how bakeries innovate to meet changing tastes,

providing insights into the dynamic nature of this beloved local pastry.

6
 According to the Office of Dietary Supplements, NAtional Institute of Health (2020) The

publications underscore the significance of essential nutrients found in tuna, such as vitamin D,

vitamin B12, selenium, and potassium, for supporting immune function, bone health, and overall

well-being.

According to Westerterp Plantenga MS, Nieuwenhuizen A, Tome D, Soenen S,

Westerterp KR (2009) The study discusses the role of protein in appetite regulation and weight

management, highlighting tuna’s potential to promote satiety and reduce overall calorie intake.

7
 1.2.3 Conceptual Framework

Conceptual framework discussed the flow of the study we took. The study used a systems

approach (Input-Process- Output system).As shown in figure 2, the input consists of the

respondent's demographic profile, purchasing decisions and 5 aspects of the feasibility study

which also went into the process and emerged as the output.

INPUT PROCESS OUTPUT

DEMOGRAPHIC PROFILE OF
THE RESPONDENTS
AGE
SEX
ASSESSMENT OF
5 ASPECTS OF DISTRIBUTION OF TUNA SAVORY PIE
FEASIBILITY STUDY SURVEY ALONG ZONE XI
MARKETING ASPECT QUESTIONNAIRE AND PATAG, CAGAYAN
TECHNICAL ASPECT DATA ANLYSIS DE ORO CITY
MANAGEMENT ASPECT
FINANCIAL ASPECT
SOCIO-ECONOMIC
ASPECT

Figure 2:I-P-O Approach

8
1.3 Statement of the Problem

This study aims to determine the feasibility assessment of “Tuna Savory Pie” a Tuna

flavored pie that will be put up along Zone XI Patag, Cagayan de Oro City. Specifically, this

study seeks to answer the following questions.

1.How may the feasibility of the Marketing Aspects of this study be described in terms

of:

a.) Market Description

b.) Demand and Supply Analysis

c.) Projected Sales

d.) Competitive Position

e.) SWOT Analysis

f.) Marketing Program

2.How may the feasibility of the feasibility of the Technical Aspects of this study be

described in terms of:

a.) Product Description

b.) Production Process

c.) Production Schedule

d.) Business Location

e.) Equipments

f.) Utility

g.) Waste Management

3.) How may the feasibility of the Management Aspect of this study be described in

9
terms of:

a.) Form of Business Organization

b.) Organizational Structure

c.) Manpower Requirements

d.) Company Policies

e.) Legal Requirements

4. How may the feasibility of the Financial Aspects of this study be described in terms

of:

a.) Assumptions

b.) Source of Financing

c.) Total Project Cost

d.) Projected Financial Statements

e.) Financial Statement Analysis

5. How may the feasibility of the Socio Economic Aspect of this study be described in

terms of:

a.) External and Internal Customers

b.) Community

c.) Government

10
1.4 Scope and Limitations

The scope and limitations of the feasibility study are important aspects that need to be

considered. The scope of the study focuses on assessing the economic, operational, and

consumer-oriented aspects of introducing the Tuna Savory Pie, providing valuable insights for

potential business ventures. The study targets the House #351- House #391 at Zone XI Patag,

Cagayan de Oro City as the primary respondents for data collection. The study used survey

questionnaires, group interviews, and test marketing to gather data from the respondents. The

target respondents encompass residents residing in house numbers 351-391 at Zone XI Patag,

Cagayan de Oro City as well as the general public in the surrounding area. The demand for Tuna

Savory Pie is expected to be high due to its affordability, health benefits, and unique taste. The

supply of Tuna Savory Pie will be dependent on the production capacity of the company,

availability of raw materials, and competition in the market. The marketing programs for Tuna

Savory Pie include product promotion through social media, flyers, and word of mouth, as well

as offering discounts and promotions to attract customers. Tuna Savory Pie is a savory snack

made with canned tuna mixed with various ingredients, enclosed in a pastry crust, and baked

until golden brown. The pricing of Tuna Savory Pie will be competitive with other similar

products in the market, while still ensuring profitability for the company. The place of

distribution for Tuna Savory Pie will be the Zone XI Patag,Cagayan de Oro City with plans to

expand to other locations in the future.

The limitations of the study include the fact that it is limited to the Zone XI

Patag,Cagayan de Oro City which may not fully represent the potential market for Tuna Savory

Pie. The assessment is based on the information gathered from a specific group of respondents

and may not capture the diverse preferences and behaviors of the general public. The study's

11
financial analysis is based on hypothetical data and may not reflect the actual financial

performance of the Tuna Savory Pie business. It is important to consider these limitations when

interpreting the results of the study and making decisions based on them.

1.5 Definitions of Terms

The definition of terms is the process of clearly explaining the meanings of specific

words or phrases within a particular context. It ensures mutual understanding among participants

in discussion or scholarly endeavors. Precision is essential in the process to avoid ambiguity and

misinterpretation. Defined terms establish boundaries, focusing conversations and preventing

them from straying off-topic. Ultimately, the definition of terms promotes clarity, exclusivity,

and effective communication in academic and intellectual discourse.

Assessment- refers to the process of evaluating or appraising something to gain an

understanding of its quality, value, or nature. Assessments can be conducted in various contexts,

including education, healthcare, business, and more. The purpose of assessments is to gather

information that can inform decision-making, improve performance, or measure progress.

Savory-used to describe a taste or flavor that is rich, full-bodied, and not sweet. It is often

associated with the pleasant, salty, spicy, or umami flavors found in certain foods. Savory flavors

are commonly experienced in dishes that include ingredients like herbs, spices, meats, and

umami-rich substances such as soy sauce or mushrooms. In culinary terms, savory is one of the

basic taste profiles, alongside sweet, salty, bitter, and sour. It is the opposite of sweet and is often

used to describe foods that are not desserts or sweets

12
Tuna pie- refers to a savory dish that typically consists of a filling made with canned tuna mixed

with various ingredients, enclosed in a pastry crust, and baked until golden brown. The specific

ingredients and preparation method can vary, but here is a basic recipe for making a simple tuna

pie.

Variety-refers to the state or quality of being diverse, different, or having a range of elements. It

is often associated with the presence of a variety of options, choices, or components within a

certain context. The concept of variety is generally positive, as it often implies richness, choice,

and the potential for a more interesting or dynamic experience. Having variety can enhance

creativity, adaptability, and overall satisfaction in various aspects of life.

13
1.6 Significance of the Study

This research work will serve as a guide and provide benefits to them that are deemed

significant to the following:

Students - The result of the study will be a great help for the students in order to obtain

knowledge in putting up a business like this one, so that in the future they are well equipped with

knowledge and putting up a business like this will not be a problem.

Prospective Investors - the information provided by the study, they will be able to base

considerations that would lead towards the adoption of its recommendation and the application

of such into actual practice.

Government/Community- the proposed business, as it earns profit will contribute income for

the government too in terms of taxes.

Researchers- The success of the study makes the researchers able to comply with their academic

source of requirements. It also helps them gain additional stock knowledge and experiences that

would be useful in the real business world. And in a great help to the future researchers in

conducting related studies in the future. It could serve a guide and pattern in making their own

research study.

Future Researchers- As for the future researchers, the result of this study will help them to

easily collect or gather data from this kind of business if they decide to create a study like this.

14
 CHAPTER II

RESEARCH METHODOLOGY

This chapter explains what and how we collect and analyze our data as a quantitative

type of research . Population and sampling is shown in this chapter to identify the target market.

As well as instrumentation,data gathering procedure and data analysis techniques to properly

collect and analyze our data for the future results of this study.

2.1 Research Locale

The researchers conducted the survey questionnaires around the specific location of Zone

XI Patag, Cagayan de Oro CIty at House #351- House #391. This is a nonpolitical and

nonsectarian educational institution located at Zone XI Patag, Cagayan de Oro City.

Figure 1. Map of Patag, Cagayan de Oro City

15
2.2 Respondents of the Study

The study gathered data from the Zone XI Patag, Cagayan de Oro CIty at House #351-

House #391 respectively through survey questionnaires, group interviews, and test

marketing.The survey questionnaire was used to gather data on the socio-demographic profile of

the respondents, their purchasing decisions, and the five aspects of the feasibility study.Group

interviews were conducted to explore the perspectives, concerns, and suggestions of the residents

along the area regarding the proposed Tuna Savory Pie. Test marketing was conducted to gather

information from the respondents by selling sample products.

TABLE 1. RESPONDENTS

Zone XI Patag, TOTAL NUMBER OF SAMPLE RESPONDENTS

RESIDENTS
Cagayan de Oro CIty at

House #351- House #391

Zone XI Patag, Cagayan de 1,429 93

Oro City

TOTAL 1,429 93

n= N
FORMULA: –––––––––––––
1+Ne²

Where:

n = sample size

N = estimated population

16
e² = margin error

n= 1429
—––––––––––––
1+1429(10%)²

= 1429
————————
15.29
= 93.4 or 93

2.3 Instrumentation

Below are the instruments needed to gather information from the respondents:

Survey questionnaire- a tool that researchers use to gather data that was needed in the study.

Interviews -engaging group interviews with the 3rd year BSBA students, allows for in depth

exploration of their perspectives, concerns, and suggestions regarding the proposed tuna savory

pie.

Test marketing - conducting product testing, and selling sample products would be useful

instruments in gathering information from the respondents.

2.5 Data Gathering Procedure

The data gathering procedure involves defining clear objectives, selecting participants

based on demographics and preferences, choosing a skilled moderator and appropriate venue,

developing a discussion guide wit key topics, facilitating open ended discussions, recording and

17
transcribing the proceedings, analyzing the data to identify trends and insights, and presenting

the findings in a comprehensive report for stakeholders to inform product innovation and

marketing strategies in the apparel industry.

Step 1: Prepare a survey questionnaire with relevant questions addressing the feasibility

study objectives.

Step 2: Distribute the survey questionnaire to residents residing in House #351- House

#391 at Zone XI Patag Cagayan de Oro City.

Step 3: Conduct group interviews with residents to gather qualitative insights and

opinions on the topic.

Step 4: Implement test marketing activities within the specified area to observe resident

responses.

Step 5: document and analyze the data gathered from the survey, group interviews, and

test marketing activities for insights and conclusions.

2.6 Data Analysis Techniques

These are the tools used in Financial Analysis :

1.)ASSET TURNOVER

a. Assets Turnover

Sales
____
Total assets

b. Fixed Assets Turnover

Sales
_______

18
 Total assets

2.)PROFITABILITY RATIOS

a.) Return on Investment

Net Income
___________
Investment cost

b.) Return on total assets

Net Income
__________
Average Total Assets

3.)Fixed Asset Turnover Ratio

Net Revenue
__________
Average Fixed Asset

4.)Profit Margin

Net Income
__________
Net Sales X 100

5.)Payback Period

Initial Investment or Original Cost of the Asset

________________________
Cash Inflows

19
 CHAPTER III

MARKETING ASPECT

3.1 Market Description

The market for Tuna Savory Pie in House #351-391 at Zone XI Patag, Cagayan de Oro

City as well as the general public in the surrounding area. Comprises a diverse group of residents

with varying tastes and preferences. This residential area provides an opportunity to introduce

the delightful fusion of Tuna and Pastry to individuals seeking convenient yet satisfying meal

options. The potential consumers may include families, young professionals and individuals and

also students residing in this locality. Exploring preferences for flavors, portion sizes, and

packaging within this specific market segment can provide valuable insights for tailoring the

offering to meet the distinct culinary preferences of House #351-391 at Zone XI Patag, Cagayan

de Oro City. The demand for Tuna Savory Pie is expected to be high due to its affordability,

health benefits, and unique taste. Competition in the Tuna Savory Pie market is driven by diverse

product offerings, ingredient quality, pricing, brand recognition, and innovation. Brands

differentiate through crust, fillings, and portion sizes to attract varied consumer segments.

Quality sourcing, pricing strategies, and brand reputation influence consumer choices, with some

focusing on affordability while others emphasize premium quality. Innovation, including unique

flavors and packaging, helps brands stay relevant amidst evolving consumer preferences and

trends. Accessible distribution channels, coupled with adaptation to changing market dynamics,

are vital for brands seeking to thrive in this competitive landscape.

20
3.2 Demand Analysis

Analyzing the needs and preferences of the target market is essential when conducting a

feasibility study for a product or service. Businesses often rely on demand analysis to shape their

market entry strategy and forecast expected profits for business expansion.

3.2.1 Annual Volume of the Domestic Demand for the Past Five Years

The total population of Barangay Patag in Cagayan de Oro City, Misamis Oriental from
2018 to 2023.

TABLE 1

YEAR Total Population

2018-2019 1,401

2019-2020 1,411

2020-2021 1,418

2021-2022 1,413

2022-2023 1,429
Table shows the Historical Population of Barangay Patag in Cagayan de Oro City,

Misamis Oriental from 2018 to 2023, by the use of the table the researcher's will be able to

determine the growth rate of the population in Barangay Patag in Cagayan de Oro City, Misamis

Oriental .

3.2.2 The growth rate of the annual population of Barangay Patag in Cagayan de Oro City,
Misamis Oriental from 2019 to 2024.

TABLE 2

YEAR POPULATION GROWTH RATE

21
 2018-2019 1,401 -

2019-2020 1,411 -0.71%

2020-2021 1,418 -0.49%

2021-2022 1,413 0.35%

2022-2023 1,429 -1.10%

TOTAL GROWTH RATE -1.98%
AVERAGE GROWTH RATE -0.39%

This table shows the growth rate of Zone XI Patag, Cagayan de Oro City. The total

growth rate and average growth rate of the historical number of population for the year of 2019,

2020, 2021, 2022, 2023 and 2024. The researchers projected the population of Zone XI Patag,

Cagayan de Oro City for the next five years by the help of this table.

3.2.3 Projected population of Barangay Patag, Cagayan de Oro City, Misamis Oriental for the

next five years 2023-2028.

TABLE 3

YEAR POPULATION

2023-2024 1,429

2024-2025 1,424

2025-2026 1,418

2026-2027 1,412

2027-2028 1,406

The table shows the projected number of population in Zone XI Patag, Cagayan de Oro

CIty for the next five years. The researcher’s used the formula, the projected demand for the year

22
2024 by multiplying the number of population for the year 2023 by the average growth of 1+

2.6%. And the formula applies for the next five years 2023 t0 2028. The positive growth rate

shows the decreasing number of population. By the results of computation, the researchers got

the market demand of the “Tuna Savory Pie” , a store of food products.

3.3 Supply Analysis

Supply analysis involves assessing the current supply of specific goods or services. This

assessment is crucial in determining if the supply adequately meets the demand for that specific

product or service.

3.3.1 Annual volume of domestic supply for the past two years

TABLE 4

Historical estimated supply of existing competitors for the year 2022

SUPPLIERS DAILY WEEKLY MONTHLY ANNUALLY

JOLLIBEE 35 245 1,050 12,775

COFFEE 250 1,750 7,500 91,250

PROJECT

STARBUCKS 295 2,060 8,850 107,675

TOTAL 580 4,055 17,400 211,700

AVERAGE 193 1,351 5,800 70,566

SUPPLY

The table provides historical estimated supply data for the year 2022 from three

competitors in the market namely: Jollibee, Coffee Project and Starbucks. The supply quantities

23
are broken down into daily, weekly, monthly and annual figures, as well as the total and average

supply for each competitor.

-Daily: The estimated supply provided by each competitor on a daily basis.

-Weekly: The estimated supply provided by each competitor on a monthly basis, calculated by

multiplying the daily supply by 30.

-Annually: The estimated supply provided by each competitor on an annual basis, calculated by

multiplying the daily supply by 365.

-Total: The sum of the estimated supplies provided by all competitors for each time period

(daily,weekly, monthly, and annually).

-Average Supply: The average estimated supply provided by each competitor across all time

periods (daily, weekly, monthly, and annually).

TABLE 5

Historical estimated supply of existing competitors for the year 2023

SUPPLIERS DAILY WEEKLY MONTHLY ANNUALLY

JOLLIBEE 35 245 1,050 12,775

COFFEE 290 2,030 8,700 105,850

PROJECT

STARBUCKS 295 2,065 8,850 107,675

TOTAL 620 4,340 18,600 226,300

24
AVERAGE 206 1,446 6,200 75,433
SUPPLY

The table presents the historical estimated supply data for the year 2023 from three

competitors: Jollibee, Coffee Project, and Starbucks. Similar to the previous table, the supply

quantities are delineated into daily, weekly, monthly, and annual figures, as well as the total and

average supply for each competitor.

-Suppliers: List the three competitors: Jollibee, Coffee Project and Starbucks.

-Supply Quantities

● Daily: The estimated supply provided by each competitor on a daily basis.

● Weekly: The estimated supply provided by each competitor on a weekly basis, calculated by

multiplying the daily supply by seven.

● Monthly: The estimated supply provided by each competitor on a monthly basis, calculated

by multiplying the daily supply by 30.

● Annually: The estimated supply provided by each competitor on an annual basis, calculated

by multiplying the daily supply by 365.

25
 TABLE 6

The growth rate of Annual Sales or servings over the past two years.

COMPETITORS YEAR 2022 YEAR 2023 ANNUAL

GROWTH RATE

JOLLIBEE 12,775 12,775 0%

COFFEE PROJECT 91,250 105,850 16%

STARBUCKS 107,675 107,675 0%

TOTAL 211,700 226,300 16%

AVERAGE 5.33%

GROWTH RATE

The table illustrates the growth rate of annual sales or servings for three competitors:

Jollibee, Coffee Project and Starbucks, over the past 2022 and 2023.

-Year 2022: Displays the annual sales or servings for each competitor in the year 2022.

-Year 2023: Presents the annual sales or servings for each competitor in the year 2023.

-Annual Growth Rate: Calculated the percentage change in annual sales or servings from 2022 to

2023 for each competitor. It shows the growth rate or decline rate compared to the previous year.

-Total: The sum of annual sales or servings for all competitors in each year.

-Average Growth Rate: Calculates the average growth rate across all competitors for the given

period.

26
3.3.2 Projected annual volume of domestic supply for the next five years.

TABLE 7

YEAR PREVIOUS AVERAGE PROJECTED

ANNUAL SUPPLY GROWTH RATE ANNUAL SUPPLY

(5.33%)

2023 - - 226,300

2024 226,300 12,062 238,362

2025 238,362 53,631 291,993

2026 291,993 65,698 357,691

2027 357,691 80,480 438,171

Table 6 projected annual volume of domestic supply for the next five years involves

calculating the projected annual growth rate based on the average rate of 5.33%.

● 5.33 x 100= 0.533: This step converts the average growth rate from the percentage to a

decimal form. Multiplying by 100 is a conversion factor to change the percentage to a

decimal.

● Average Growth Rate/100=0.533: This converts the average growth rate from a percentage

to a decimal.

27
● Projected Annual Growth x 0.533= 238,362: The formula suggests that to calculate the

projected annual growth, you multiply the average growth rate (in decimal form) by the

previous year’s supply. In this case, the previous year’s supply was 238,362.

One can multiply the average growth rate (expressed as a decimal) by the previous year’s supply

of 238,362 results in a projected annual growth of 238,362.

3.3.3 Individual projected annual supply for the next five years.

TABLE 8

PROJECTED ANNUAL SUPPLY

JOLLIBEE

YEAR PREVIOUS AVERAGE PROJECTED

ANNUAL SUPPLY GROWTH RATE ANNUAL SUPPLY

(5.33%)

2023 12,775

2024 12,775 1.0533 12,776

2025 12,776 1.0533 12,777

2026 12,777 1.0533 12,778

2027 12,778 1.0533 12,779

This table provided in table 7 for projected annual supply involves converting the avergae

growth rate from a percentage to a decimal form.

● Average Growth Rate/100= 0.533: This step is a straightforward conversion of the average

growth rate from a percentage (5.33%) to a decimal form (0.533). Dividing by 100 is the

conversion factor to change the percentage to a decimal.

28
PROJECTED ANNUAL SUPPLY

TABLE 9

COFFEE PROJECT

YEAR PREVIOUS AVERAGE PROJECTED

ANNUAL SUPPLY GROWTH RATE ANNUAL SUPPLY

(5.33%)

2023 105,850

2024 105,850 1.0533 105,851

2025 105,851 1.0533 105,852

2026 105,852 1.0533 105,853

2027 105,853 1.0533 105,854

This table provided in table 8 for projected supply involves adjusting the average growth

rate by adding 1 to it.

● The formula suggests that to calculate the adjustment factor for the average growth rate, you

divide the average growth rate (expressed as a percentage) by 100 and then add 1. In this

case, the average growth rate of 5.33% is divided by 100, resulting in 0.533, which is then

added to 1, yielding 1.0533.

29
PROJECTED ANNUAL SUPPLY

TABLE 10

STARBUCKS

YEAR PREVIOUS AVERAGE PROJECTED

ANNUAL SUPPLY GROWTH RATE ANNUAL SUPPLY

(5.33%)

2023 107,675

2024 107,675 1.0533 107,676

2025 107,676 1.0533 107,677

2026 107,677 1.0533 107,678

2027 107,678 1.0533 107,679

This table 9 for projected annual sales involves adjusting the average growth rate by

adding 1 to it.

● The formula suggests that to calculate the adjustment factor for the average growth rate, you

divide the average growth rate (expressed as a percentage) by 100 and then add 1. In this

case, the average growth rate of 5.33% is divided by 100, resulting in 0.533, which is then

added to 1, yielding 1.0533.

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3.3.4 Total projected Annual Supply of the Competitors

TABLE 11

YEAR JOLLIBEE COFFEE STARBUCKS TOTAL

PROJECT

2023 12,775 105,850 107,675 226,300

2024 12,776 105,851 107,676 226,303

2025 12,777 105,862 107,677 226,306

2026 12,778 105,863 107,678 226,309

2027 12,779 105,864 107,679 226,312

Table 10 for the total projected annual supply of the competitors involves summing up

the individual projected annual supplies of all competitors.

3.3.5 Current and potential producers of the product and their locations.

List of Current and Potential Producers

TABLE 12

CURRENT COMPETITORS ADDRESS

JOLLIBEE KAUSWAGAN NATIONAL HIGHWAY

CAGAYAN DE ORO CITY

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COFFEE PROJECT ALL HOME, LIMKETKAI DR,

CAGAYAN DE ORO CITY

STARBUCKS ROSARIO LIMKETKAI AVENUE,

CAGAYAN DE ORO CITY

Table 11 provides a list of current and potential producers along with their respective

locations. This table serves as a reference point for stakeholders to understand the spatial

presence of producers, enhancing market understanding and facilitating strategic decision

making processes.

3.4 Competitive Advantage

Competitors Analysis

COMPANY NAME NATURE OF BUSINESS PRODUCT

Jollibee Food Tuna Pie Original

Tuna Pie Spicy

Coffee project Food Tuna Melt Sandwich

Starbucks Food Spanish Tuna Pandesal

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 From the table above, Tuna Pie is bombarded with a strong competitive food value player

in the existing market namely, (1) Jollibee, (2) Coffee Project, (3) Starbucks.

As mentioned Tuna Pie is committed to serving high quality tasting products that would

give satisfaction to customers. However competitors are just around the corner who are also

serving the best quality tasting products in the market. Jollibee is well known for their savory

and crusty Tuna Pie, Mc Donald also offers Tuna corn pie which is a hit in the market and

Starbucks has their own Tuna Puff Pie Restaurant. Tasty Pie and Famous Crust Pie also appeals

to another competitive risk in the market. All of these mentioned companies uphold a strong

financial position and have outstanding marketing tactics that made them known in the market.

With this,Tuna Savory Pie is driven by its goal to perform their ultimate best to keep up

with these highly competitive companies in the market. The company will be more committed to

perform with excellence so expand their brand name and grow a share in the market.

3.5 SWOT Analysis

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

• Customer Loyalty • No Technology • Product Innovation • Well Known Brand

Names

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• Quality Food • Market to New • Healthy Diet Trends • Vancouver Weather

Audience

• Filling and • Small Team • Competitors • Competitors

Affordability

• Educational and • Competitive • Distinctive Name • Further Decrease in

Entertaining Service Sales and Staff

Problems

● Limited ● High Traffic ● Seasonality

• Easy (on-the-go) Resources

Strengths

The strength of the company involves:

Customer Loyalty

The business enjoys a strong base of loyal customers who appreciate its offering and service.

Quality food

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The Tuna Savory Pie offers high quality ingredients and flavorful options, contributing to

customer satisfaction.

Filling and Affordable

The pies are not only tasty but also offer value for money, making them an attractive choice for

consumers.

Educational and Entertaining Service

The business provides an engaging and informative experience for customers, enhancing their

overall satisfaction.

Easy on the Go

The convenience of the Tuna Savory Pie makes it a convenient option for consumers with busy

lifestyles..

Weaknesses

The weaknesses of the company include:

No Technology

The lack of technological integration may limit operational efficiency and hinder customer

engagement opportunities.

Market to New Audience

There may be untapped market segments that the business has yet to effectively target.

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Small Team

Limited manpower may constrain the business’s ability to expand operations and meet growing

demand effectively.

Competitive

The market competition poses challenges in terms of differentiation and market share.

Limited Resources

The business may face constraints in terms of financial and human resources, impacting its

ability to innovate and grow.

Opportunities

The opportunities of the company are identified as:

Product Innovation

Exploring new flavor variants and product offerings can attract new customers and retain

existing ones.

Healthy Diet Trends

Capitalizing on the growing demand for healthy food options by introducing healthier

ingredients or alternatives.

Competitors

Leveraging competitor analysis to identify gaps in the market and areas for differentiation.

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Distinctive Name

Establishing a unique and memorable brand identity can enhance market visibility and attract

consumer attention.

High Traffic

Identifying and capitalizing on high traffic locations or events to increase brand exposure and

sales.

Threats

The company’s threats are the following:

Well Known Brand Names

Established competitors with strong brand recognition may pose challenges in terms of market

penetration and customer acquisition.

Vancouver Weather

Weather conditions, such as rain or extreme temperatures, may impact foot traffic and sales.

Competitors

Intensifying competition within the market can erode market share and profitability.

Further Decrease in Sales

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Economic downturns or shits in consumer behavior may lead to a decline in sales and revenue.

Staff Problems and Seasonality

Issues related to staffing, such as turnover or seasonal fluctuations, can disrupt operations and

affect service quality.

3.5 Marketing Program

The marketing programs for Tuna Savory Pie include product promotion through social

media, flyers, and word of mouth, as well as offering discounts and promotions to attract

customers.

3.5.1 Product

Choosing six variants of Tuna Savory Pie represents a strategic decision aimed at

meeting diverse consumer preferences, enhancing market segmentation, empowering consumer

choice, gaining a competitive advantage, adapting to seasonal and regional trends, and fostering

product differentiation and innovation. By offering a range of flavors, we create opportunities for

consumer engagement, loyalty, and brand growth in the competitive food industry landscape. In

addition the Tuna Savory Pie line up features a variety of other unique and enticing flavor

options to cater to diverse preferences. Some of these unique flavors include:

PRODUCT

Creamy Garlic Tuna Savory Pie

Zesty Lemon Pepper Tuna Savory Pie

Teriyaki Tuna Savory Pie

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 Mediterranean Herb Tuna Savory Pie

Smokey BBQ Tuna Savory Pie

Sweet Potato Tuna Savory Pie

3.5.2 Pricing

The pricing strategy for Tuna Savory Pie is dynamic and multifaceted, taking into

account market dynamics, consumer preferences, production costs, and competitive pressures to

ensure sustainable growth and profitability in the competitive food industry landscape. Variants

consider factors such as ingredient costs, market positioning, consumer perception, price

sensitivity, profit margins, revenue goals, and the competitive landscape. By offering a range of

price points that align with consumer preferences and market dynamics, the pricing strategy aims

to maximize market share, profitability, and consumer satisfaction. To ensure affordability for

consumers while maintaining profitability. Here’s the suggested price range of each flavor

variant:

PRODUCT PRICE

● Creamy Garlic Tuna Savory Pie 35 pesos

● Zesty Lemon Pepper Tuna Savory 40 pesos

Pie

● Teriyaki Tuna Savory Pie 45 pesos

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 ● Mediterranean Herb Tuna Savory 45 pesos

Pie

● Smokey BBQ Tuna Savory Pie 50 pesos

● Sweet Potato Tuna Savory Pie 50 pesos

These prices aim to strike a balance between affordability for consumers and

sustainability for the business. By offering a range of prices within this bracket, the Tuna Savory

Pie remains accessible to a broader range of consumers while still reflecting the quality and

uniqueness of each flavor variant. Adjustment to pricing can be made based on market feedback

and ongoing analysis of consumer demand and production costs.

3.5.3 Channels of Distribution

Distribution
Channels
Production Area
-Manufacturer
- Wholesaler
-Supermarket/ Market
-Retailer

END (CONSUMER)

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MANUFACTURER WHOLESALER RETAILER CONSUMER

3.5.4 Place of Distribution

The place of distribution for Tuna Savory Pie will be on House #351-391 at Zone XI

Patag, with plans to expand to other locations in the future.

3.7.4 Promotion

The tuna savory pie will use various materials and equipment to reach potential

customers for online or in-store purchases. This will increase the business's profit by reaching

many locations online, where potential customers can see the company's advertisements.

These are the promotional strategies that the business will apply:

Flyers- The designated team will design flyers that can persuade potential customers, and upon

the store's opening,the flyers will be given away.

Tarpaulin- The tarpaulin will indicate the name of the product and its local price in a bigger font

that can easily catch the eye of the customers.

Ads- Through online platforms, the product will be known by customers in different locations.

Endorsed by a local vlogger - The vlogger will elaborate on the product in today's context.

Three potential buyers will not only be local but also from other far locations.

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3.8 Packaging

Figure 5

Sample packaging of the product

Figure 5 shows the sample packaging of our product, 'Tuna Savory Pie'.

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Figure 6

Sample packaging of the paper bag

Figure 6 shows a sample of the paper bag packaging. For the meantime, while the

business is just starting, we have decided to use a simple but recyclable paper bag.

3.9 Promotional or advertising schemes to be adopted.

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Figure 7

Sample online platform ads and tarpaulin banners.

Figure 7 shows the sample online platform ads that can also be used for the tarpaulin banner of

the physical store.

Survey Request Letter

To whom it may concern,

The researchers kindly seek your permission to participate in the questionnaire related to our

Business Planning and Research subject, focusing on the Feasibility of Introducing “Tuna savory

Pie” in Zone XI Patag, Cagayan de Oro City. Your cooperation in providing valuable insights is

highly appreciated. Thank you for considering our request.

Respectfully yours,

Researchers

SURVEY QUESTIONNAIRE

Name:

Sex:

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● Male

● Female

Age:

● 20-29 years old

● 30-39 years old

● 40-49 years old

● 50-55 years old

Instruction: Circle the choice of your answer

1. How likely are you to try a new food product like a Tuna Savory Pie?

A) Very Likely

B) Likely

C) Neutral

D) Unlikely

2. Which flavor profile would you prefer in a Tuna Savory Pie?

A) Spicy

B) Savory

C) Sweet & Spicy

D) Mild

3. How often do you currently consume savory pies or seafood-based dishes?

A) Daily

B) Weekly

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C) Monthly

D) Rarely

4. How willing are you to pay a premium for a high-quality Tuna Savory Pie?

A) Very Willing

B) Willing

C) Neutral

D) Unwilling

5. What packaging size would you find most convenient for a Tuna Savory Pie?

A) Single serving

B) Family-sized

C) Individual portions

D) Bulk packaging

6. How important is the nutritional content of the Tuna Savory Pie to you?

A) Very Important

B) Important

C) Neutral

D) Not Important

7. Were you aware of Tuna Savory Pies before participating in this study?

A) Yes

B) No

8. Where would you prefer to purchase a Tuna Savory Pie?

A) Grocery stores

B) Specialty food stores

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C) Online platforms

D) Farmer's markets

9. Which additional ingredient would you like to see paired with tuna in a Savory Pie?

A) Spinach

B) Sun Dried Tomatoes

C) Feta Cheese

D) Mushrooms

10. How do you prefer the texture of the pie crust?

A) Flaky

B) Buttery

C) Crispy

D) Soft

COMMENTS AND SUGGESTIONS

In light of the choices and queries that were previously put up, do you have any conclusions or

suggestions? If you have any messages, kindly leave them in the designated place below.

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