Bauan Technical Integrated High School

Senior High School

Veggie Bread: A Feasibility Study of Vegetable Cookie-Bread in Bauan,
Batangas

A Feasibility Study Proposal

Presented to
The Faculty of the Senior High School
BAUAN TECHNICAL INTEGRATED HIGH SCHOOL
Bauan, Batangangas

In Partial Fulfilment
Of the Requirements for the K to 12
BASIC EDUCATION CURRICULUM
In
Business Enterprise Simulation

By:
KARL JUSTINE M. ALILING
DANA CASANDRA M. ACUÑA
JASMINE C. ARREVALO
CELINE KYLA M. PASTOR

May 2024
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CHAPTER II
Market Study
Many businesses and establishments have emerged in modern times.

Many entrepreneurs have arisen, pitching their unique and innovative ideas.

This is why new entrepreneurs must think carefully before starting a business.

They should study the market system to build it successfully. According to

Twin (2024), a market study examines consumer demand for a product or

service. It examines all variables that influence demand for a product or

service. Marketing studies provide a unique competitive advantage: they will

learn how to promote themselves and their work. After all, marketing studies

can help them understand the true meaning of value: the value of the product

and the value of the person or brand who delivers it. If a new entrepreneur

has thoroughly researched the market, they can predict how their business

will perform. It will solve the flaws right away. They can avoid bankruptcy

because they can foresee the success of their building business.

Objectives of the Study

The overall goal of the study is to determine the feasibility of the vegetable

cookies. To accomplish this, the proponents set the following specific

objectives:

1. To determine the company's external risks and prospects in addition to

its internal strengths and shortcomings.

2. To determine the price required to generate significant profits and

sales.

3. To organize the proper marketing plans and initiatives in order to gain

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market share.

Demand

Demand is an economic principle that describes a consumer's desire to

purchase a product or service. Demand is the price customers are willing to

pay for a product or service. If all other factors remain constant, demand

should increase as prices fall and decrease as prices rise (The Investopedia

Team, 2024). This is required to determine whether the product will be a

market success and to predict whether the business' performance will meet

consumers' expectations in Bauan, Batangas. To determine the demand for

the project, the business proponents conducted a survey and interviews with

all potential customers.

Supply

Supply is a fundamental economic concept that describes the total

quantity of a particular good or service available to consumers. When

represented on a graph, supply can refer to the amount available at a specific

price or across a range of prices (Kenton, 2023). The business proponents

analyzed the supply of the same product. The availability of ingredients and

raw materials required to produce vegetable cookies will indicate how the

research supply will be impacted.

Demand and Supply Analysis

Demand and supply analysis determines the percentage of the target

market that the business can penetrate. It should be done so that proponents

can decide whether to pursue the business.

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The demand and supply analysis looks at the demand for a product or

service and the maximum production distribution capacity. It emphasizes the

gaps between market demands and the delivery of goods and services.

Demand analysis determines how much of a good or service people are

willing to purchase at various prices. This information can be used to

understand consumer behavior better and make pricing and production

decisions. To summarize, the cookies market in the Philippines is expected to

expand as consumer preferences shift and snacking culture grows. Health-

conscious choices and distinct flavor preferences are shaping the market

landscape.

Target Market

The target market is a specific customer or group of people a business

company targets to sell the product or services. Veggies in Bites' target

market consists of people of all ages from two and up, primarily people who

enjoy cookies as a snack, specifically those who are interested in healthy

cookies around Bauan or even the whole province of Batangas. Veggies in

Bites targets health-conscious consumers seeking tasty and nutritious

alternatives to conventional snacks and aims to cater to the growing demand

for unique snacks, a trend among baked lovers today.

SWOT Analysis

SWOT analysis is a strategic planning tool used to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in a project or

business venture. It helps businesses identify internal factors, strengths, and

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weaknesses, such as resources, capabilities, limitations, and external factors,

opportunities, and threats, such as market trends, competition, and regulatory

changes. SWOT analysis is typically conducted in the early stages of strategic

planning to inform decision-making and formulate strategies for achieving

objectives.

Strengths

It is potentially addressing nutritional deficiencies. The study

demonstrates a commitment to promoting healthier eating habits in the

community, which could lead to positive health outcomes. By focusing on

vegetable cookies, a popular snack item, the study leverages existing

consumer preferences to introduce healthier alternatives, enhancing its

potential for adoption.

Unique Product Offering - Vegetable cookies cater to health-

conscious consumers and offer a novel alternative to traditional snacks.

Health Benefits - Vegetable cookies provide a convenient way to

incorporate vegetables into one's diet, appealing to individuals seeking

nutritious snack options.

Weaknesses

May encounter resistance or skepticism from consumers who are not

accustomed to the idea of vegetables in cookies. It could hinder initial

acceptance and demand for the product. Moreover, the feasibility of mass

production and distribution of vegetable cookies may pose logistical

challenges, including sourcing quality ingredients, ensuring consistency in

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taste and texture, and managing costs, which could affect scalability and

profitability.

Manpower - An insufficient workforce hinders companies from finishing

projects, resulting in low productivity and, which income and profit, sometimes

making it impossible for the company to continue operating.

Flavor - Depending on the type and number of vegetables used, the

flavor profile of vegetable cookies may not appeal to everyone, especially

those who prefer sweeter treats.

Opportunities

Tap into the growing demand for healthier snack options, catering to

health-conscious consumers seeking alternatives to traditional processed

snacks. By addressing nutritional concerns and offering a convenient and

tasty solution, vegetable cookies have the potential to carve out a niche

market segment and generate brand loyalty. It could spark interest among

food manufacturers and retailers, leading to potential partnerships or

collaborations to bring the product to a broader audience.

Partnership and Collaborations - Collaborating with local farmers,

health organizations, or retailers can help increase brand visibility and

distribution channels.

Growing Health Consciousness - Increasing awareness of the

importance of a balanced diet and healthy lifestyle creates an opportunity for

Veggies in Bites to capitalize on the demand for nutritious snacks.

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Threats

This may face competition from established snack brands with

extensive marketing budgets and distribution networks, making gaining

market share and visibility challenging. Negative perceptions or

misconceptions about vegetable-based products could also pose a threat,

deterring potential consumers from trying the product. Related food safety

standards and labeling requirements may impact the production and sale of

vegetable cookies, necessitating compliance measures and potentially

increasing operational costs.

Competition - The snack industry is highly competitive, with

established players and new entrants constantly introducing innovative

products, posing a threat to market share.

Consumer Preferences - Shifts in consumer preferences towards

other snack options or away from vegetable-based products could affect

demand for vegetable cookies.

Product

The business proponents of 3A's & P company students from ABM developed

a business that produces healthy food snacks named Veggies in Bites. This is

a new venture in the manufacturing industry that is baking healthy cookies.

The business proponents came up with this product because it's healthy, and

this vegetable cookie would provide customers with great satisfaction and

delight through its delicious flavor. Veggies in bites are a good choice if you

are craving a unique snack to satisfy your cravings. This product is designed

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to meet customers and delight through exceptional quality and personalized

attention to their needs.

Product Size/Quantity/Category

The Veggies in Bites cookie belongs in the food category; it offers a

unique and nutritious twist on traditional cookies by incorporating a blend of

cucumber, spinach, and carrots into its recipe. These wholesome vegetables

add flavor and provide customers with added health benefits. With each

production, the cookies that will be made are around 58 packs per batch,

which contain 11 pieces of 10 grams each per pack of cookies; customers can

enjoy a generous serving size that satisfies their cravings while nourishing

their bodies with fresh vegetables.

A precise combination of ¾ medium cucumber, ½ carrot, and 1 cup of spinach

is grated and mixed into the dough to create these Vegetable Cookies. Each

cookie is carefully crafted to be 3 inches or approximately 37 grams of dough,

ensuring consistency in taste and portion. This attention to detail results in a

product that delights the taste buds and provides a wholesome snacking

option for those looking to enjoy a delicious treat.

Brand Name

According to Kathryn Wheeler (2023), developing a brand identity

requires more than creating a logo. Although a logo can symbolize a

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business, it is not a brand's entirety. Creating a logo is just one small step

toward developing a solid brand identity. With millions, if not billions, of

businesses trying to make a name for themselves, having a strong brand has

become crucial for businesses to differentiate themselves from their

competitors.

A business without a brand name lacks identity and struggles to

connect with customers, making it difficult to stand out in a market crowd.

Brand names showcase a business' unique assets and advantages, helping

customers differentiate it from competitors. This lets customers quickly identify

and remember the company, making a lasting impression.

The brand name of the business product is Veggies in Bites, which

represents the benefits of the business product, which is healthy quality bites

of cookies. "Veggies" refers to vegetables in the cookies, emphasizing the

product's health-conscious quality. Customers searching for wholesome and

nutritious snack choices may find this appealing. The word "In Bites" means

that the cookies are easily portioned into individual bites for customers to

enjoy while on the go. It highlights how easily accessible and convenient the

product is. Combining these words, the brand name "Veggies in Bites"

conveys the business selling name: its ability to provide nutritious cookies with

vegetable ingredients in handy snack-sized servings. This name makes the

product stand out in the marketplace and draws in consumers looking for

wholesome snack options.

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Figure 2.1
Brand Name

Figure 2.2
Company Logo

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Packaging

Packaging is the stuff and design that keeps a product safe. It includes

the box or wrapping where the product is kept and labels, logos, and

branding. The packaging does a few things: it protects the product, gives info

to buyers, and makes the product look nice. Good packaging can make a

product stand out and make people like it.

The packaging for the product will consist of high-quality foil ziplock

bags designed to protect the product from contamination and maintain its

freshness. Each bag will feature our business logo prominently printed on it,

serving as a recognizable symbol of our brand. This packaging not only

ensures the safety and quality of the product but also enhances its visual

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appeal, making it more attractive to customers. By incorporating our brand

name into the packaging, we aim to create a lasting impression on consumers

and establish a strong brand presence.

Figure 2.3
Product’s Packaging

Pricing

Veggies in Bites (2024)

Table 2.1
Price Scheme (Vegetable
Cookie-Bread)
Vegetable Cookie-Bread
Manufacturing Cost Price (Php)
Direct Material Used/Unit 4.00
Labor Cost Unit 15.00
Factory Overhead/Unit 7.00
Total Cost/Unit 26.00
Mark-up (30%) 7.80
Selling Price-Consumers (VAT Exc) 33.80
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Input VAT 12% 4.06

Selling Price-Consumers (VAT Inc) 37.86
The cookies will use manufacturing cost-based pricing. Based on the

table above, the selling price is Php 37.86. Customers can enjoy a serving of

vegetable cookies, including the cost of direct materials, labor, factory

overhead, and a 30% markup to cover manufacturing expenses and ensure

quality.

Cost- Based Pricing

The pricing strategy is a model and method that a company uses

to price its product or service suitably and optimize its sales volume and

market share. The process helps companies generate maximum profits while

considering buyer and market trends.

Veggies in Bites offers cookies that adopt the cost-based pricing

strategy. Cost-based pricing is regarded as one of the easiest ways to

calculate the price of a product or service. As a pricing strategy, cost-based

pricing is easier to use than value-based pricing. It is considered to be the

simplest method of pricing available. Cost-based pricing is often used by

businesses that clearly understand their production costs and want to ensure

that their pricing covers these costs while also providing a reasonable profit

margin. By calculating the total cost per unit, which includes direct costs like

materials and labor, as well as indirect costs like overhead expenses,

businesses can set prices that reflect the actual cost of production. One

advantage of cost-based pricing is that it provides a straightforward way to

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determine prices, especially for businesses with consistent production costs. It

also helps maintain a stable pricing strategy, as the pricing structure can

quickly reflect cost changes. Additionally, cost-based pricing can be helpful for

businesses operating in competitive markets, as it ensures that prices are not

set too low to cover costs or too high to deter customers.

Channel of Distribution

A channel of distribution, also known as a distribution channel, is the

method by which a company gets a product or service into the hands of a

customer as quickly and efficiently as possible. It is a network of businesses,

individuals, and intermediaries facilitating the delivery of a product or service

from the manufacturer to the end user. It includes the various methods used

to get goods to their final destination, such as wholesalers, retailers, and the

Internet.

3A’S&P Company will use a manufacturer-retailer-consumer

distribution channel. The company will manufacture the product, which will be

sold in supermarkets. As with supermarkets, they are the ones who will sell

the product to customers. The retailer purchases the merchandise from the

manufacturer and then sells it to the customer. This channel is used by

manufacturers who specialize in producing shopping items. This merchandise

may not be required immediately, so the consumer may take her time and try

on the items before making a purchase decision.

Figure 2.4
Channel of Distribution

MANUFACTURER
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RETAILER

CONSUMERS

Promotion

According to Kenton (2023), promotion encompasses a variety of

actions aimed at increasing awareness or advancement of a product. In

marketing, promotion is defined as growing consumer interest in a product

through advertising or a reduced price. A promotion can refer to advancing an

employee's position, raising awareness about specific product deals, or

creating buzz about unknown stocks.

Promotion Mix

The 4Pʼs, product, price, place, and promotion, are well-known factors

in business plans and feasibility studies. Promotion is one of the factors

because it helps a lot when starting a business or introducing a product or

service. Its components include public relations, advertising, sales promotion,

and personal selling. This study explores the company's 3AʼS&P promotional

tactics to make their product known and raise the name of their business,

Veggies in Bites, Vegetable Cookies.

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Table 2.2
Promotion Mix Strategies
What Who When Where How Budget
Flyers Business 2 days Bauan It will be 300 pieces
Proponents before the Public distributed
operation Market and to Php 3 per
schools are individuals piece
found in going to the
A5
Bauan, and said
the streets locations. 300x3=900
are nearby. pesos
Tarpaulin Business 5 days The streets It will be 12 pieces
Proponents before the near the posted on
operation Bauan the streets Php 200

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Public wherein per piece
Market and many
the streets people are 24” by 36”
near the walking and inches
schools are passing
200x12=
where through on
2,400
people the said
walk, and locations. pesos
vehicles
pass.

Internet Business 6 days On social A well- None

Marketing Proponents before the media designed
operation platforms, page will be
specifically done by the
Facebook. business
proponents
that
includes all
the things
about the
business to
attract
customers.

Total Php 3,300.00

The 3AʼS&P Company's promotional strategy includes two types of

advertisements: traditional printed materials and online advertisements. The

flyers are first. It will be distributed to individuals going to the said locations.

Three hundred copies of flyers amounting to 900 pesos will be printed. Next

on the list are the tarpaulins that will be posted in public areas such as the

Bauan public market, streets, and the roadside outside of schools, where

most consumers and vehicles pass through. These tarpaulins will be

produced with 12 copies, amounting to 2 400 pesos. The last method of

advertisement is through Facebook. Facebook is the primary tool the online

market uses to spread the business brand to more people. Facebook was the

most popular social media platform, and the study's proponents decided to

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use it to market their business and product, knowing that news on Facebook

spreads quickly throughout society. The Facebook page will showcase the

company's goals and objectives—the goods it provides and its advantages

over other existing cookie products.

A successful marketing strategy is the most effective way for a

company to promote and introduce itself. Using various promotional tactics to

promote the business to the general public will educate the intended audience

about the company's excellence. Customers will be persuaded to purchase

the company's product if it is adequately advertised using a variety of effective

promotional mixes.

Figure 2.5
Flyer

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Figure 2.6
Tarpaulin

Figure 2.7

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Facebook Page

Generalization

The study's proponents used a descriptive research method to collect

relevant information from the target participants, ABM Grade 12 students at

Bauan Technical Integrated High School. Survey questionnaires will be

distributed to the computed sample size as data collection instruments by the

study's proponents. The study's proponents used a mathematical calculator to

calculate a reliable sample size of 107 from the total population of ABM

students in Grade 12, which was 336.

In this chapter, the proponents identified and conducted a SWOT

analysis for their proposed business, Veggies in Bites. The SWOT Analysis

stands for the business strength, which may serve as its advantage over its

competitors; the firm's weaknesses on where it must focus them to be able to

improve its business; the opportunities that allow the business to grab the

chance of introducing their products and services with the target customers,

and finally the business' threats, which also a factor they must consider for
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them to be passive on all the possible struggles they may face. Veggies in

Bites' strengths include a unique product offering, with vegetable cookies

catering to health-conscious consumers and providing a novel alternative to

traditional snacks. It also provides health benefits by making it easy to

incorporate vegetables into one's diet as snack options. The identified areas

for improvement are as follows: lack of workers may affect product production.

Also, one of the weaknesses is that the flavor profile of vegetable cookies

may appeal to some. Then, there are opportunities for partnerships and

collaborations with local farmers and health organizations to help increase

brand visibility. Growing health consciousness allows Veggies in Bites to

capitalize on the demand for nutritious snacks. Finally, the business may face

competition from other cookie brands and shifts in consumer preferences

towards other snacks, which could affect demand for vegetable cookies.

Veggies in Bites offers products for everyone, but the business owners

decided on a target market of people aged two and up, primarily those who

enjoy cookies as a snack, particularly those who are interested in healthy

cookies. The business' product, vegetable cookies, will be sold at various

prices depending on the customer's desired quantity. The product ranges in

price from Php 37.86 per ziplock bag.

For the business' market launch, the company will use some

promotional tools to introduce its brand and make its target customers aware

of its products. The proponents plan to distribute 300 flyers and place 12

tarpaulins in various public places in Bauan, Batangas, including the streets

near the Bauan Public Market and outside of schools where people walk and

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vehicles pass. In addition, the internet or online marketing allows businesses

to inform customers about their upcoming launch and promote their

company's concept. The business proponents' estimated budget for the

promotional tool is Php 3,300.

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