Chapter 3

Marketing Feasibility

This chapter consist of seven parts: (1) Market

Description, (2) Demand and Supply Analysis, (3) General

Marketing Practices, (4) SWOT Analysis, (5) Proposed

Marketing Plan, (6) Projected Sales, and (7) System and

Forms Design.

Part One, Market Description, describes the current and

potential demand of the product or service as well as the

characteristics of the buyers.

Part Two, Demand and Supply Analysis, describes the

present market demand (amount, volume, capacity) of the

products similar to the proposed product or services. It

also presents the present supply situation and the existing

service provider of the proposed services.

Part Three, General Marketing Strategies, describes the

prevailing marketing strategies used by existing businesses

with analogous products or services as the proposed

business. Part Four, SWOT Analysis, includes list of

strengths, weaknesses, opportunities and threats.

Part Five, Proposed Marketing Plan, describes the

marketing strategies that the proposed business will adopt

to overcome/circumvent the existing marketing strategies as

described in general marketing practices.

Part Six, Projected Sales, presents a projection of the

product sales for the next ten years considering the

prevailing and the forecasted market forces.

Part Seven, System and Forms Design, includes the

system of hiring, monitoring and evaluation of personnel.

Market Description

The target Market is identified into 2 groups

classified as demographics and psychographics. This includes

health-conscious individuals, vegans and vegetarians,

environmentally conscious consumers, animal lovers, people

with dietary restrictions or allergies and religious people

who are prohibited to eat meat and only Halal certified

restaurants and others with unique eating preferences.

Transitioning to a full-on vegetarian diet is

challenging, especially among major meat-consuming markets

here in the Philippines. But the tide is turning, with more

and more people subscribing to the growing plant-based

trend primarily of Millenial and Gen-Z diners. According to

research 42% of global consumers are willing to transition

to a meat-free lifestyle and 70% of the population interest

in meatless dishes.
 The main reason for consuming plant-based food products

was due to its health benefits. 65% percent of Filipinos

consumed such food products for alternatives. That is

according to Rakuten insight, a survey conducted in 2021.

According to 2020 Census’s Demographic Profile of

Barangays, Baybay has the 2nd highest population percentage

in all 47 barangays in Roxas City. In the 2020 Census, the

population was determined to be 7,954,723 in Western

Visayas.

Casual Restaurants

A casual restaurant offers full-service dining, where

guests are seated and waited on by the server staff. But

unlike more formal dining rooms, casual restaurants provide

roomy, comfortable seating and a laid-back atmosphere. Menus

contain comfort foods and items that are tried and true. You

won't find experimental cuisine and trendy decor at a casual

restaurant. Diners, mom-and-pops, and many popular chain

restaurants are considered casual dining restaurants.

Demand and Supply Analysis

Whether motivated by health, environmental, or ethical

reasons, the number of vegans in the Philippines and

everywhere around the world is steadily increasing.

Regardless of the reasoning behind why a person may choose

to go vegan, the population alone is evidence enough

that veganism is more than just a trend. It’s a way of life,

and statistics suggest it is here to stay.

The Philippine plant-based population has reached new

heights in 2022. People have begun changing their

perspectives on the meat industry and how it

affects animals, people, and the planet. Businesses from

every sector are making vegan products more accessible than

ever. The plant-based food industry is booming as thousands

of new menu options drop every year.

The Philippines is projected to import more pulses and

other leguminous vegetables in the coming years as consumers

increasingly opt for a plant-based diet, a report by the US

Department of Agriculture (USDA) said. The USDA said the

imports of these commodities had expanded by 48 percent in

the past five years to $88 million in 2022.

Locally-produced pulses accounted for only 27 percent

(42,000 MT) of the country’s requirement in 2021 while the

remaining 73 percent (116,500 MT) came from abroad. The

report estimated the total market value of local and

imported pulses at $130 million or P7.11 billion.

In 2022 alone, the country imported 124,500 MT of pulses, up

6 percent. This was equivalent to $82 million (P4.48

billion). More than half of pulse imports went to food.

Munggo or mung beans and peas accounted for almost 90

percent of the total (111,000 MT).

The Philippines brought in almost 50,000 MT of mung

beans last year valued at about $40 million (P2.18 billion),

mainly procured by traders for food use. It also purchased

61,500 MT of peas totaling $34 million (P1.86 billion), 57

percent of which was utilized for food and 34 percent for

feeds. The importation of other dry leguminous vegetables,

excluding mung beans and peas, reached 13,000 MT amounting

to almost $9 million (P492.47 million), mostly kidney beans,

chickpeas and broad beans.

Moreover, the country brought in 4,300 MT of mixed

vegetables (typically a medley of peas, green beans, corn

and carrots); 5.5 MT of chickpea flour and 3,900 MT of

prepared beans, chickpeas and peas.

General Marketing Practices

Marketing plans and strategies varies from every

organization. This is primarily dependents on its

organizational goals and purpose.

Product

The proposed project will offer a variety of vegan and

plant-based products.

Breakfast

Tofu scramble

Although tofu is usually seen at breakfast and lunch,

it also deserves a spot on your restaurant’s breakfast menu

in the form of tofu scramble.

Avocado toast

A stereotypical favorite of Millennials, avocado toast

is a delicious and filling breakfast dish that’s

coincidentally vegan. For more color and flavor, it will be

served with tomato slices.

Plant-Based Pancakes

Although traditional pancakes contain eggs and milk,

the basic recipe can be modified very easily: the restaurant

will replace the cow’s milk with almond or soy and swap out

the egg for a bit of applesauce.

Chia Pudding
 Chia pudding is easy to make: simply mix together

seeds, plant-based milk and flavorings and then chill in the

refrigerator for a few hours.

Lunch and Dinner

Rice Bowl

Although bowls of rice, vegetables and plant-based

protein may seem rather ordinary, they’re one of the best

vegan restaurant menu ideas because they appeal to 3 types

of customers: plant-based, health-conscious and gluten-free.

Cauliflower Tacos

Cauliflower’s crumbly texture, neutral flavor and low

cost make it the perfect substitute for ground beef in

tacos. For maximum flavor, the florets will be baked in the

oven and use a generous amount of taco seasoning.

Plant-Based Burgers

No vegan lunch menu would be complete without plant-

based burgers. Although options like the Impossible™ Burger

or the Beyond Burger® give customers the same flavor and

texture as meat, bean or lentil patties are not only popular

but also easy and inexpensive to make in house.

Coconut Curry

Translating traditional curries into plant-based

versions is easy. Instead of yogurt as a thickener, try

coconut milk. In place of meat, tofu or hearty vegetables

like sweet potatoes is will be the substitute.

Portobello Mushroom Steaks

Portobello mushrooms are the best steak substitute.

That is why VeganBite will put it in its menu. Vegan

portobello mushroom steaks will have a marinade of plant-

based Worcestershire sauce and smoked paprika to give them

an extra meaty flavor.

Ratatouille

This vegetable stew from France is another famous dish

that just so happens to be vegan. Full of tomatoes,

eggplant, onions, bell peppers and zucchini and seasoned

with spices like basil and thyme, ratatouille is both

flavorful and colorful.

Meatless Pasta Sauce

From lasagna to stuffed shells, meat sauce is used in a

lot of pasta dishes. If you’re looking for ideas on how to

make these menu items vegan, try replacing the meat with

extra vegetables. To mimic the texture of ground beef, try

adding grated carrots, shredded zucchini and chopped onions;

or, replace the meat with lentils or beans to really make

the sauce hearty.

Lentil Meatballs

These days, meatballs are enjoyed all over the world

and come in many different forms. But it’s believed that the

idea originated from Persian meatballs known as kofta.

The restaurant’s plant-based take on meatballs most closely

resembles the flavors of Italian-American meatballs which

are made with breadcrumbs and herbs.

Appetizers & Sides

Hummus

Since it can be made with chickpeas straight from the

can, hummus is perfect for busy kitchens that need to churn

out orders. VeganBites’ hummus has roasted carrots or

peppers that makes it more colorful and flavorful.

Chips & Salsa

Chips and salsa is another restaurant menu item that

many don’t realize is usually vegan. VeganBites tortilla

chips will be made because most of tortilla chips were

prepared using non vegan oil.

Miso Soup

In addition to being a good first course or side dish

for people who want something light, the broth has a great

umami flavor that’s the perfect substitute for chicken stock

in soup, stews and other recipes. In fact, miso soup is one

of the main ingredients in vegan ramen, so there’s no doubt

it’s versatile.

Vegan Mac & Cheese

Mac and cheese can be both an entree and a side.

VeganBite mac and cheese will be made of raw cashew, vegan

butter and nut free cheese sauce.

Dessert

Plant-Based Cake

While there’s nothing quite like a multi-layer cake

with plenty of frosting, almost all traditional recipes

include butter, milk and eggs. VeganBite cake will use All

Purpose Flour or gluten free 1-to-1 baking flour, vegan

buttermilk, almond and applesauce.

Rice Pudding with Coconut Milk

It’s easy to make rice pudding vegan-friendly by

swapping out the cow’s milk for full-fat coconut milk.

Continue with the tropical theme by adding cinnamon, lemon

and orange, too. Since rice pudding can be served warm or

cold, it’s perfect for busy restaurant cooks who want to

make dessert ahead of time and set it aside so they can

focus on other dishes during peak hours.

Chocolate Avocado Pudding

Even though it might sound odd, chocolate avocado

pudding is surprisingly delicious. Substituting milk and

cream for avocado also replaces the bad saturated fats with

good monounsaturated fats, so this gluten-free dessert will

appeal to health-conscious diners, too.

Smoothie Bowl

Smoothie bowls are another dessert that will appeal to

a wide range of customers. As with rice bowls, presentation

is key, so VeganBit will lay mix-ins such as fresh fruit,

coconut and granola across the top in an attractive way.

Price

Table 2. Proposed pricelist of VeganBite

Product Solo Platter

Tofu scramble 50.00 180.00
Avocado toast 50.00 180.00
Plant-Based Pancakes 60.00 180.00
Chia Pudding 35.00 115.00
Rice Bowl 90.00 200.00
Cauliflower Tacos 110.00 550.00
Plant-Based Burgers 110.00 550.00
Coconut Curry 110.00 540.00
Portobello Mushroom Steaks 360.00 n/a
Ratatouille 100.00 430.00
Meatless Pasta Sauce 110.00 580.00
Lentil Meatballs 120.00 580.00
Hummus 120.00 410.00
Chips & Salsa 85.00 380.00
Miso Soup 110.00 400.00
Vegan Mac & Cheese 85.00 400.00
Plant-Based Cake 65.00 680.00
Rice Pudding with Coconut 110.00 510.00
Milk
Smoothie Bowl 110.00 540.00
Place

The proposed project is located in Brgy. Baybay, Roxas

City City, Capiz. The proponents choose the place due to its

bustling economy and strategic place for friends and

families to hang out.

Furthermore, since the proposed project is aiming for a

healthy style of living, being near the beach is also an

advantage. At the beach, the endless horizon of the sea is

so large, it literally opens the customer’s mind creating a

sense of novelty and excitement that is restorative for our

brains. Proximity to the ocean can have a positive impact on

health as well - the closer you are to the sea, the better

you feel.

Promotion

Word of mouth is one of the most used promotional

strategies of local businesses. They also use social media

like Facebook to promote their business. Radio advertisement

is also an option for advertisement.

SWOT Analysis

The SWOT Analysis provides an opportunity to examine

the internal strengths and weaknesses that proposed project

must address. It also allows for the examination of the

opportunities presented as well as its potential threats.

Strength Weaknesses

 Creative and diverse  Potential struggle to

menu offerings, ranging reach a wider audience

from globally-inspired due to the niche nature

dishes to inventive of began cuisine.

plant-based takes on  Dependency on seasonal

traditional favorites. and fresh ingredients

 Strong alignment with might lead to

the growing demand for occasional menu

sustainable and cruelty- limitations.

free dining options.  Overcoming preconceived

 Positioned to cater to notions about the taste

health-conscious of vegan food among

consumers seeking some potential

nutritious food customers.

Opportunities  Threats

 Riding the wave of  Rivalry form other

increasing interest in vegan and non-vegan
plant-based diets and
 restaurants in the area

sustainable living. vying for similar

 Forming alliances with customer segments.

local farms and  Potential disruptions

producers for fresh, in the supply chain for

high-quality fresh produce,

ingredients. impacting menu

 Collaborating with consistency.

fitness centers or  Shifts in dietary

wellness brands to offer preferences or trends

bundled services. that might impact

demand for vegan

options.
System and Forms Design

The employee selection process is the series of steps

followed by a hiring team to gather necessary information

for making a hiring decision. It includes stages like

screening calls, in-person interviews, background checks,

and job offers. This guide provides essential insights to

help you develop an efficient selection process for your

organization.

1. Application

The application phase in the selection process is

sometimes seen as passive from the hiring team side – you

just wait for candidates to respond to your job ad. However,

applications can and should be selection tools, helping you

sort candidates as qualified or unqualified.

2. Resume screening

Now that you have wrapped up the application phase of

the employee selection process, you have a collection of

resumes or CVs to sift through and filter those deemed

suitable for a screening call. What you’ll need to do now is

go through resumes one by one, whether manually or software-

assisted, and identify prime candidates.

3. Screening call
 The screening call, or phone screen, is among the

initial hiring stages where recruiters shortlist applicants.

The purpose of this call is to establish whether the

candidate is truly interested in the job and (at least)

minimally qualified to do it successfully. This way, only

the best applicants will go to the next, stricter (and more

expensive) hiring stages, like assessments and in-person

interviews, saving your team time and money.

4. Assessment test

Once you’ve screened candidates and sorted them out

into “promising”, “maybe”, and “disqualified” groups, you

want to look at the surviving candidates and further assess

their ability to do the job you’re looking to fill. These

assessments can take place in a multitude of forms in the

selection process:

An in-person audition for an acting position, a sales

job where you request the candidate to pitch you a product,

or a kitchen position where you ask them to cook something

for you on the spot.

A written or online test to test for aptitude,

personality, intelligence, etc.

 A practical skills test to determine a candidate’s

typing speed, data entry capabilities, memory, etc.

5. In-person interviewing

You’re now deep in the selection process, having

screened candidates, evaluated their skills, assessed their

abilities, and created a shortlist of the most qualified

people. It’s finally time to meet in person with those

promising candidates and determine who’s going to be your

next hire.

A good interview will help you make better hiring

decisions, as you will objectively evaluate and compare

candidates’ potential. But there’s more to do than the

actual interview. You need to prepare yourself and the

entire hiring team to make sure you ask all the right

questions.

6. Background checks

Background checks reassure you that your finalists are

reliable and don’t pose risks to your company. For example,

employers may conduct pre-employment checks to make sure

candidates have told the truth in their resumes or don’t

currently do illicit drugs.

7. Reference checks
 In the final stages of the selection process, you might

want to get some references for your best candidates. This

way, you’ll get feedback about their performance from people

they’ve actually worked with in the past, such as former

managers, former colleagues or business partners and

clients.

8. Decision and job offer

After a series of well-organized selection processes

for recruiting new employees, you’ve finally found your

perfect hire. Now it’s time to let them know you’re offering

them a position at your company. The job offer process is a

critical one; done right, you’ll soon welcome your new

employee in the office. But, if you miss something, you

might lose a great candidate and have to start the hiring

process all over again.