ALDERSGATE COLLEGE

School of Business and Accountancy

Solano, Nueva Vizcaya

CHAPTER II

MARKETING STUDY

The purpose of the Marketing Study is to determine the sustainability of this property

for profitable development, and to define optimal products and amenities in accordance with

projected market demand, and to project sales absorption and annual revenues from

development of this property.

Rapsa Inihaw Republic will be based in a place that has a mild traffic of passers-by

riders and walking people and students. The target location will be near Mamuric Television

Network and Japan Surplus. The residents of the area which can either be a student,

employee, business owner of any member of the household having the capacity to buy our

product will be our target market.

The products will be affordable for everyone and worth its price. Rapsa Inihaw will

also use Facebook fan page and advertisements in promoting the products offered by the

business, considering that is free and easy to access. The restaurant will be offering a bundle

promo or barkada bundle that is common to catch the eye of the customers. The restaurant

will also offer a loyalty card for every order they make, they collect points to purchase a

product in existing points they have.

 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

PROJECT DESCRIPTION

Rapsa Inihaw is intended to be wonderful place for friends, workers and students. The

restaurant will suit customers who want to experience a new taste of high-quality food trip.

Grilling is usually done by smoking the meat, which comes in different types such as

pork, chicken, beef and fish over wood or charcoal. Other grilling techniques includes

roasting or baking and braising.

Our business aims to promote a quality yet affordable and healthy food to the

customer. At the same time, be able to help the community by providing employment to the

people. Rapsa Inihaw Republic will strive to serve freshly cooked meal with your chosen

flavor and cool beverages accompanied with a warm and excellent service from our crew.

Rapsa Inihaw Republic also intends to satisfy your preferences and expectations every time

you choose to buy a meal from us.

INDUSTRY PROFILE

Our business was named Rapsa Inihaw “Sarap and Inihaw”, which means Tasty and

yummy grilled meat which Filipinos usually love. We aim to provide and produce a bigger

and better quality more flavorful taste that you will definitely go back to and a better service

to satisfy your needs. And lastly, to known nationwide and in God’s will, worldwide.
 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Company Logo and Description

Logo

Description

The logo flame serves as the medium to cook grilled meat products of the company.

The fork and spoon signify the eat to-go restaurant itself and to complete it the circle around

serves as the plate for a wholesome flavorful taste.

Mission

Rapsa Inihaw Republic aims to provide happiness and joy through our good-tasting,

quality and affordable food. We are committed to provide our customers with service by

demonstrating warmth, respect and great hospitality to have them back again. To ensure that

all staff who work with us with a rewarding and friendly environment which encourages them

to do their best in every way possible.

 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Vision
To serve and let everyone in the country experience the best-tasting pan roasted

barbecue and mouth-watering beverages making it one of the top choices and go-to restaurant

anytime and anywhere.

DEMAND

Demand is an economic principle that describes a consumer’s desire and willingness

to pay a price for a specific good or service. Demand refers to how much (quantity) of a

product or service is desired by buyers/customers. The quantity demanded is the amount of a

product people are willing to buy at a certain price, the relationship between price and

quantity demanded is known as the demand relationship. The term demand signifies the

ability or the willingness to buy a particular commodity at a given point of time.

Based on the survey we conducted the demand of grilled products and beverages are

highly needed because there are still establishment lacking that offers a combo of different

grilled meat and ice-cold beverages that offers promo’s and discounts.
 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Demand Analysis

Table 21: Daily Forecasted Demand of Customers

Daily Operation No. of Customers

Sunday 80

Monday 70

Tuesday 60

Wednesday 40

Thursday 60

Friday 70

Saturday 70

The table above shows the forecasted daily customers.

The following are the forecasted peak days and lean days of the restaurant:

PEAK DAYS LEAN DAYS

Monday Wednesday

Tuesday Thursday

Saturday Friday

Sunday
 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Table 22. Yearly Forecasted Demand of Customers

YEARLY NO. OF CUSTOMERS

1st YEAR 9320
2ND YEAR 9350
3RD YEAR 9380
4TH YEAR 9410
5TH YEAR 9440
6TH YEAR 9470
7TH YEAR 9500
8TH YEAR 9530
9TH YEAR 9560
10TH YEAR 9590

Table 2 shows the total no. of forecasted customers yearly.

Note: every year there is a forecasted 30% increase of customers.

SUPPLY

Supply is the amount of product that producers are willing and able to sell at a given

price all other factors being held constant. Usually, supply is plotted as a supply curve

showing the relationship of price to the amount of product businesses are willing to sell.

Since the proposed business is located at Solano, Nueva Vizcaya, the only forecasted

problem is the shortage occurs, when the availability of meat products and beverages changes

its cost and when supplies decreases.

 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

DEMAND – SUPPLY ANALYSIS

Table 3. Monthly Demand – Supply

Monthly Demand supply D-GAP Percent
Unsatisfied

January 800 840 -40 -0.005

February 840 840 -40 -0.005

March 760 800 -40 -0.005
April 760 800 -40 -0.005
May 760 800 -40 -0.005
June 760 800 -40 -0.005
July 760 800 -40 -0.005
August 760 800 -40 -0.005
September 760 800 -40 -0.005
October 800 840 -40 -0.005
November 800 840 -40 -0.005
December 800 840 -40 -0.005
Table 3 shows that there’s no percentage unsatisfied customer of the establishment. The
supplies are exact to the projected demand.

MARKETING PLAN

Product Strategy

Rapsa Inihaw Republic will provide its patrons the finest food and beverages. In

addition, it will offer freshly cooked barbecue, ice-cold beverages and other confectioneries

prepared by our staff.

Product Description

Rapsa Inihaw Republic provides its customers with the finest quality grilled and

beverages. Each service crew will be trained in the fine art of blending, and serving the

highest quality of cold beverages, with exceptional attention to details. Besides grilled meat-
 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

based food, the shop will also offer seasonal specialty drinks and other requested drinks of

the customers.

Available Grilled Meat, the shop will offer to choose from:

 Pork
 Beef
 Chicken
 Fish (Squid, Tilapia and Bangus)

Available Grilled Meat flavor, the shop will offer to choose from:
 Originally Classic
 Buttered
 Teriyaki
 Kimchi

Available Beverages, the shop will offer to choose from:

 Juices (Green Apple/ Lemon/ Cucumber and Pineapple)

 Soft drinks (Coke Zero/ Sprite/ Royal/ Mountain Dew/RC)
 Liquors (San Mig/ Heineken/ Mule)

From the name itself, Rapsa Inihaw main dish is everyone’s favorite which comes in a

healthier and more flavorful version. Instead of grilling it directly, our grilled meat products

will be pan-cooked that will make our product healthier and cancer-free. When it comes to

flavor, four flavors that you can choose from. The flavors are made uniquely to provide more

exciting taste to the customers.

To enjoy more of your cancer-free grilled meat experience, our product comes in

different meat types pork, chicken, beef and fish. Per stick, ala carte and rice meal with drinks

are also included in the menu to give you more options for your meal. Our meat will be
 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

marinated long enough for it to be more sweet, savory and flavorful. It will be freshly cooked

and served hot with side dish of tomato and cucumber for dine-in customers.

Sourcing

Rapsa Inihaw Republic will purchase its supplies from various suppliers such as

Sibung Corporation, Ayang Fisheries and JanJan Chicken House since they have good

reputations. These international suppliers deliver quality and affordable products. Other

emergency purchases will be from nearby supermarkets.

Technology

Rapsa Inihaw Republic will use state of grilling machines and other equipment in

order to deliver and provide quality products and services.

Future Products

As seasons change, the shop will be offering products that will enhance sales and

satisfy its customers' desires. The shop will also have special desserts during holiday seasons,

such as Halo-Halo, Mais conyelo and new meat flavor depending on the season. The shop

will also take note of the peak sales during pay day and school events to offer more products.
 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Its primary desire will be to listen to its customers to ascertain what they are looking for most

and provide it.

Service Strategy

Rapsa Inihaw Republic competent and certified service crews will be giving quick

and quality Dine-In and Take-out Service to our valuable clients. To further maximize the

daily market, operating hours will have an early shift to meet the high demand during

mornings.

Pricing Strategy

The Shop’s pricing will be comparable to the competition, but with the value-added

feature of immediate service and convenience. The recipe costing, price list and direct costing

are shown in Appendices respectively. Based on the recipe costing and price list, the direct

material cost is 25% of the retail price while 45% is allocated to the direct labor cost. The

remaining is broken down to 30% markup. In this case means additional cushion for

increases in prices of inputs. The mark-up is the value added to the cost price of the product

which then becomes the retail price. Majority of the retail prices fall under peso range to

present affordability for high quality food and beverage. In order to entice potential

customers, a “food and beverage of the day” on discounted price can be scheduled on off

peak months of December to March.

 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Promotion Strategy

Strategically, Rapsa Inihaw Republic has a very convenient location in a great ease of

access. The shop will be implementing a low-cost advertising/promotion campaign which

could involve distributing flyers and also word of mouth that has always proven to be the

greatest advertising program a company can instill. There will also be banners, panaflex

advertisements and tarpaulins installed in a number of strategic parts of the Municipality.

There will be several sales strategies which can be put into by giving coupons to regular

clients, the shop will also give free drinks to clients who will purchase 30 meals within a

month. To further boost presence online, a social media page in Facebook or Instagram can

be setup to highlight the same advertisements. Promotional activities that highlight shares and

likes of Rapsa Inihaw products will also be conducted. Moreover, visibility of products and

services around the municipality can be boosted by providing the price list in each building or

office. This can lead potential customers to try out the products and remind current customers

to make daily purchases.

 ALDERSGATE COLLEGE
School of Business and Accountancy
Solano, Nueva Vizcaya

Sales Forecast

The Sales Forecast shown in Appendix 4 presents the table of the projected sales per product

per year. For the first year of operation, sales are forecasted at 6,588 plates with a total of Php

355,080. In the second year, sales will increase by 66.67% or 11,636 plates. This will push

the annual gross sales to Php 591,812.00. For the third year of operation, sales will decrease

by 56.67% or 10,937 plates. This will push the annual gross sales to Php 556,304.00. The

fourth year, sales will increase by 70% or 11,868 plates this will push the annual gross sales

to Php 603,636.00. By the 5th year of operation decrease in percentage is 60% sales

forecasting a total of 11,170 plates with gross sale of Php 568,128.00.