BUSINESS RESEARCH

Business GQO SMOKED FISH

Information
APALIT MARKET PAMPANGA
http://www.GQOSMOKEDFISH_BUSINESS.com
GENESIS Q. ORTALEZA
Business Smoked fish is fish that has been cured by smoking. The process of
Paragraph smoking fish occurs through the use of fire. Smoking is a method for
preserving fishes that, after previous salting, are processed with
organic components obtained from smoke.

For many thousands of years our early ancestors have been

“smoking” meat, and although we’re not entirely sure how we
stumbled upon this process, we do know that in the early years it
was as a means to avoid spoilage and preserve meat rather than just
create great flavors.

The smoking process discovered by our ancestors many moons ago

slowly cooks the fish (or meat), dehydrates it and deters the growth
of bacteria.

Although we know that this process has been used for thousands of
years, the first commercial use likely dates back to the seventeenth
century in Poland, but today, due, to its popularity, smoking is
carried out across the world and is used for a variety of meats and
fish, mostly for ham, bacon, sausage, salami, kippers (smoked
herring), smoked salmon, smoked trout and smoked haddock.

When you start a business, you are thinking about where to find
money and partners. I will start with myself. I am the boss here in
my business. how do I run my business with success. So I chose "Sole
proprietorship". You start at the beginning. I will know every corner
of business successes and failures

I have no experience here in my imagined business. but with each

person doing business, their life becomes better. every day they
work for their business it gets even better. it gives me the courage to
 start a business like smoked fish.

I know that something that becomes successful starts with planning.

But you can do it with perseverance and self-diligence to make it
successful. it will not be successful if you have no interest in it.
Amount of A. Cost of Utensils Cost
Marketing Fund Utensils
P 60.00
Cutting Board
1,240.00
Strainer Bowl, 8pcs @ P 155
each
110.00
Knife
50.00
Wooden Spoon
45.00
Measuring Cup
750.00
Big Basins, 5pcs @ P 150.00
each
70.00
Cooking Tongs
600.00
Trays (12x8inches), 8pcs @ P
75.00 each
200.00
Fire Charcoal, 20 packs @
P10.00 per pack
60.00
Sawdust / Wood shavings, 2
sacks @ P 30.00 per sack
1,375.00
Brining Container, 5pcs @ P
275.00 each
Fishnet, 5m @ P17,00 per 85.00
meter
Polyethelyne plastic (.002" 30.00
thick), 100pcs @ P 30.00 per
pack of 100s
P4,675.00
SUBTOTAL

B. Equipment Cost
Equipment
Weighting scale for fish P 900.00
Plastic Sealer (for sealing of
plastics bags) 800.00
Smokehouse( Made to order),
2pcs @ P2,500.00 each 5,000.00
Electric Stove or Gas stove, 1 pc
@ Php 900.00
900.00
Bamboo Sieves, 8pcs @ P
200.00 each
Subtotal 1,600.00

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 P 9,200.00

C. Raw Material/Ingredients Cost

Item
Fresh galunggong, 20 kilos @ P P 1,800.00
90.00/kilo P 1,800.00
Subtotal

Ingredients Cost
Salt, 1.5kls. (for every 20 kilos
of fish) @ P10.00
P 15.00
Water
8.00
Subtotal P 23.00

ESTIMATED TOTAL =P 15,698.00

INVESTMENT COST

Proponents 16004734900 Genesis Q. Ortaleza BSBA-MM

Date Submitted

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 TABLE OF CONTENTS
THE CONTEXT OF BUSINESS.......................................................................1
Growth Potential.....................................................................................................1
New Products and Developments...........................................................................1
Economic Trends......................................................................................................1
Industry Outlook and Trends...................................................................................1

PROFILE OF THE BUSINESS.........................................................................3

Business name:........................................................................................................3
Business structure:..................................................................................................3
Business location:....................................................................................................3
Date established:.....................................................................................................3
Business owner(s):...................................................................................................3
Owner/s experience:...............................................................................................4
Vision statement:.....................................................................................................4
Mission statement:..................................................................................................4
Business objectives:.................................................................................................4
Products:..................................................................................................................4
Short Term goals:.....................................................................................................5
Long Term goals:......................................................................................................5
Financial Analysis:....................................................................................................5
Part 1 – Sales Analysis...............................................................................................5
Part 2 – Profitability Analysis.....................................................................................5
SWOT analysis..........................................................................................................7
SWOT activity sheet...................................................................................................7

MARKET OVERVIEW...................................................................................8
Target market:.........................................................................................................8
Customer profile:.....................................................................................................8
Competitor profile:..................................................................................................8
Marketing Objectives...............................................................................................8
Goals/objectives:.......................................................................................................8
Marketing Strategy..................................................................................................8
Your strategy and marketing mix:.............................................................................9
Action Steps.............................................................................................................9
Market research and environmental/industry analysis:.........................................9
Customers..............................................................................................................10
Customer profile:.....................................................................................................10
Competitors...........................................................................................................11
 Competitor profile:...................................................................................................11

MARKETING PLAN....................................................................................12
Marketing Objectives:............................................................................................12
Marketing Strategy:...............................................................................................13
The PRODUCT/SERVICE.........................................................................................14
The PRICING of your product/service....................................................................15
Your POSITION (Place) in the marketplace............................................................16
Sales and distribution channels................................................................................16
The PROMOTION of your product/service............................................................17
The PEOPLE in your business (salespeople, staff etc.)..........................................18
Marketing Activity..................................................................................................19
Marketing Budget 2021.........................................................................................20

SUPPORTING DOCUMENTATION..............................................................21
 BUSINESS NAME
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THE CONTEXT OF BUSINESS

Growth Potential

When it comes to business, I don't just think about money. But also the health of my workers
and customers. In my chosen business one of the many parasites in animals is fish because it
exposes to water. One of the deadly human diseases caused by fish is Clostridium botulinum
toxin. But because of the smoke and heat in the fish it is destroyed. In my business fish cannot
be lost because there are many different fish I can do in the smoked fish business. So I think this
business will grow even more in the future. The Customer/worker’s Life depends on a product i
sell and make, especially when it comes to the salaries of my workers, i give it at the right time
and day because it is one of the keys to grow a business. Keep the business environment clean
because the customers will see that when my business is clean there is the High chance to like
and enjoy my product.

New Products and Developments

When it comes to the fish business there are many products that can be made here.
These are the Smoked fish categories. Frozen fish that can be made into Steaks, Fillets,
and Pan-dressed. Dressed and Drawn portions. Salted & Smoked can be made into
Chilled slated, Salt cured, Smoked salted, Hot-Smoked and Cold-smoked. Comminuted
can be made into Patties, Sausage, Balls, Chowders, Surimi based products.
Delicatessen can be made into Fermented, Fish Sause, and Analogue of salmon, Roll
mobs. And much more. Doing business should not just depend on one product. Because
the consumer not only wants one, but many and my new products are cheap and
affordable for the people. it will appeal to the human taste because it is not only cheap
but also delicious. We know our concept when it comes to consumer preference. We will
choose a good design for human safety. will be notified and verified that it is safe before
release. It will be tested first if it is safe.

Economic Trends

As a manager of a business i need to be aware of every hour / day that is reported about the
business because every single day product will high price and also will change the Interest rates,
Exchange rates, Recession, Inflation, Demand / Supply especially taxes. to maintain the orderly
business and the preferences of the people on the product.

Industry Outlook and Trends

We cannot avoid having a problem in our country. especially disasters and plagues. like covid 19.
But if that ever happens to my business. I will recover my lost profits, rearrange network
supplies in the markets. I will continue to do business. One of the long-term things for a business
plan is to introduce the product or keep them seeing it. Like social media. Social media is a very
powerful tool to track industry influencers, their views and make sure you remain part of the

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conversation. I cannot say I will compete with my competitors. But as I read The businessmen
who are successful they remain quiet and they do not want noise. But what they do is they
observe their competitors and it can be a good picture of their position in the market and if they
respond to what is seen as an emerging trend. Competitor assessment does not have to cost the
world. Just by reviewing their website, customer reviews and social media channels it is possible
to understand how you compare to your competitors.

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PROFILE OF THE BUSINESS

Business Name

GQO SMOKED FISH

Business Structure

A Sole trader

Business Location

MacArthur Highway, San Vicente, Apalit, 2016

Date Established

In the future 2030

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Business Owner(s)

Genesis Q. Ortaleza

Owner/s Experience

so far I have no experience in this business. but in the future I read something and I realized that
it was difficult in the beginning but when I got used to it I could enjoy it.

Vision Statement

The Vision of GQO SMOKED FISH is to offer a tasteful, healthy and ethical to our customers. we
also value the welfare of our workers and customers. We can also be sure that if we help the
environment it will be one that will be fine in the eyes of the people. We will keep our products
clean and new in processing, packaging, storage and condition. To this end, GQO smoked fish
works exclusively with reliable partners in the fishing industry and fishing industries from around
the world.

Mission Statement

The Mission of GQO SMOKED FISH is to satisfy your appetite at all times and offer our customers
a delicious, healthy and ethical fish product.

Business Objectives

When it comes to business, one of the things I have to do is how I can increase my customers.
One of the strategy to grow the business is to know the business purpose. If the business is
popular with the consumer here you can measure whether the business will last or not. Getting
buyers is one of the activities to increase the number of buyers. When i have a lot of buyers
more money. Our goal we are to gain or generate more buyers.

Products

Product / Service Description Price

Arellano Fish Milkfish  P 130.00
lumpia Milkfish, Mackerel, Catfish. P 60.00
Smoked fish Milkfish, Salmon, mackerel, P 50.00 each tinapa (P50.00 x 5=
whitefish, trout P 250.00)
Arellano Fish Milkfish  P 130.00

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Short Term goals

Goal / Objective Description By when

Incorporate social Social media marketing is a January - June 2030
media marketing powerful way for businesses of
all sizes to reach prospects and
customers.
Reduce business overheads Business overhead costs January - June 2030
are expenses that are related to
the day-to-day running of a
business. Reducing overhead
costs is important in a business
downturn.
Improve business productivity Workplace productivity is vital January - June 2030
to your business. Improving it
can grow your business and
increase its profitability.

Long Term goals

Goal / Objective Description By when

Increasing Sales This is the most important of January 2030-2033
long term goals because i didn't
go into business to break even
every year. i want to make some
money too. Year over year
growth is one of the top
variables in being able to
determine if my business is
thriving or flailing.
Brand Recognition This isn’t something that January 2030-2033
happens overnight and it’s an
ongoing process. But being
easily recognizable in my
community goes a long way in
obtaining new customers and
keeping current ones.
Grow Social Media Growing my social media January 2030-2033
following can take some time
but the reach you receive is
worth it. focus on marketing via
outlets like Facebook or
Instagram.

Financial Analysis

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COST OF SALES

Monthly Cost Monthly Year 1 Year 2 Year 3

Product / Service
Sales (% of sales) Cost of Sales Cost of Sales Cost of Sales Cost of Sales
Arellano 50%
124,500 62,250 747,000 821,700 903,870
Lumpia 40%
42,500 17,000 204,000 224,400 246,840
Smoked fish 45%
87,500 39,375 472,500 519,750 571,725
Totals    
118,625 1,423,500 1,565,850 1,722,435

Profitability Analysis

EXPENSE PROJECTION

  Assumptions Increment Monthly Year 1 Year 2 Year 3

Administrative 20% 5,0
Expenses annually 00 60,000 66,000 72,600
Salaries & Wages 4 employees @P13,000/mo 20% 52,0
annually 00 624,000 686,400 755,040
Rent P20,000 per month 20% 15,0
annually 00 180,000 198,000 217,800
Utilities electricity, water, internet 20% 10,0
annually 00 120,000 132,000 145,200
Advertising and 15% of sales 20% 25,4
Marketing annually 50 305,400 335,940 369,534
Totals     107,4 1,289,4 1,418,3 1,560,1
50 00 40 74

INCOME STATEMENT

  Monthly Year 1 Year 2 Year 3

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Sales 254,5 3,054,0 3,359,4 3,695,3

00 00 00 40
Less: Cost of Sales 118,6 1,423,5 1,565,8 1,722,4
25 00 50 35
Gross Income 135,8
75 1,630,500 1,793,550 1,972,905
Less: Expenses 107,4 1,289,4 1,418,3 1,560,1
50 00 40 74
Net Income 28,4
25 341,100 375,210 412,731

Net Profit Margin (NI/S) 11.17%

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SWOT analysis

Strengths Weaknesses
 Steady supply of Galunggong smoked fish  High price image
 Hatches own fish, feeds and grows in unpolluted waters of Pampanga -Vacuum pack
 Use of cutting-edge feeding and growing technologies. -Hight quality-Big sizes
 well-program Production system  Production Scheduling
 Preserved quality in the processing system -New products
 Processing Plant to have a best quality fish. -Customization
 Potential Source of Food and Nutritional Secturty -Volume Consideration
 Tool for Poverty alleviation and women empowerment  Packaging
-High import taxes on equipment and packaging material
-Lack of supplier
-limited design
-expensive
-Comliance with mandatory labeling
Opportunities Threats
 Fisheries and aqua-culture provide for diversification as well as value  The marin fish catch is stagnatiing Due to uncontrolled fishing and over
addtion in farming practices. Due to value addtion, fish farmers and exploitation of coastal resources
fishermen across the country will revieve remunerative prices for their  Climate change and other factors are leading to devrese in marin fish
produce. catches and the climate change is also having impact on inland fisheries
 In case of aqua-culture, scope exists for bringing more fish species with a  The Philippines fish stores is already having ready to eat imported
focus on food fish, ornamental species and those with potentialsfor processed fishery products such as canned Tuna, Salmon etc. If Philippines
sportandtourism. is not geared to meet the international competition there is increased
threat such products flooding the Philippines markets.
 Quality of Fish seed is the most important problem and there is no
organised brood stock production activity

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SWOT activity sheet

SWOT weakness/threat Activity to address weakness/threat Completion Date

High Price image/ Uncontrolled fishing and over By looking for cheaper equipment to be able to By December 2031
exploitation of coastal resources continue doing business and to increse the
number of fish on the fish farm so that even if i
rarely get access to coastal resources, i still have
my own resources.
Production Scheduling/Climate change By using Manufacturing Scheduling fixes a time By January in 1st year 2030
and a date to each operation in a continous
timeline rather than in time buckets. Minimizing
changeovers, minimizing cleanout intervals and
avoiding material starvation
Packaging/Fish stores is already having ready to By using washable packaging materials to prevent By June 2032
eat processed fishery products contamination, Tray ovens and hanging fish from
metal rods for easier arrangement; increase
capacity, higher fuel efficiency, greater ease of
manipulation.

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MARKET OVERVIEW

Guidance: Gathering information and identifying the key characteristics of your target market
will help you to find the most effective way to reach your target customers. The Market
Overview should provide an analysis of the market in which your business operates, including
your customers, competitors and the market as a whole. Revisit this process regularly to ensure
that your strategy remains relevant and targeted.

Target market:

My Target market is the ages 25-50. these are the mothers and grandmothers. Middle Class
Income with two to five children.

Customer profile:

My business is looking for parents where they can feed their children. one of the main
customers is the mother. mothers where to feed their families because they are the ones who
often go to the market. mother who always takes care of the children and is always at home.
Filipino mother is one of the good and caring people in the world. because it is usually the
mothers who budget their family. so this is my target market.

Competitor profile:

My typical competitors are the fish vendors. they use a marketing mix like a crowded place. but
my strategy to use is promotion that can do business online and low price because I will not pay
much when using social media.

Marketing Objectives

Goals/objectives:

We all need money when it comes to business. It will satisfy most people and give them
delicious food. keep the environment to be used in a business place clean. enjoy what you do

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and especially be smart in using Time. Time to think about how to grow it and one of them is the
use of social media. because nowadays everyone uses social media. so it will be easier to sell
and increase revenue using social media.

Marketing Strategy

Your strategy and marketing mix:

My product is delicious and high quality, appearance, packaging, function. Its benefit is in the
Heart. man needs Omega-3. Its price is worth it. affordable budget. there is a discount when you
meet and it can be bargained. Promoting is also easy, just use Social media like facebook so
people can recognize it. The place to sell is to many people or to the market.

Action Steps

Top 10 Action Steps:

Guidance: Create a list of the Top 10 action steps that will bring your theoretical objectives (your
marketing strategy and objectives) to life. E.g. Finish SWOT Activity Sheet, complete marketing
budget}

1. Create a revenue plan

2. Map your gap

3. know your customer

4. Document how your prospects/customers think and behave

5.Create a unique positioning in your market

6. Know what sets you apart

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7. Take action

8. Success starts with the belief that it's possible

9. Determine which distribution channels you will use for your business

10. Select the right strategies

Market research and environmental/industry analysis:

Guidance: What research have you completed to help analyze your market? Did you utilize a
survey/questionnaire? If so, you may like to attach a copy of your survey/questionnaire and
findings to the back of this plan. In this section, detail the results of the market research you
have performed. Consider questions such as:

 Is the area experiencing population growth or decline?

 Does the region where you operate have a stable economy?
 Are there any seasonal variations that might affect sales?
 What is the size of the market?
 What recent trends have emerged in the market?
 Is there potential for growth in the market? How will you be able to capitalize on any
opportunities?
 How will your entrance affect the market/customers?
 What external factors will affect your customers?

Start writing here

 Is the plant infrastructure intact? i.e. no holes in the walls, broken windows damage
doors which allow insects and vermin into the plant?
 Are fish transported in a manner which prevents their warming up?
 Are transport crates/boxes/trays designed to permit easy and thorough cleaning and
sanitation?
 Are fish washed after descaling?
 Is salt stored under dry conditions which prevent its contamination?
 how can you improve the Nature of the market and its operations
 Is Infrastructure well in and around the markets.

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 how can you keep your sales in your area if there are only a few people here with the
changing weather and inclination of human food. What needs to be done in order for it
to be popular with the buyers of your business

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Customers

Target customers:

Guidance: Who are your target customers and how do they behave? Include specific demographics such as age, social status, education and
gender. What are your customers’ lifestyles, activities, values, needs, interests or opinions? Where are they located? Please adjust the column
headings as required.

Customer Age Gender Ethnicity Education Location Lifestyle Value Interests

{insert target {insert {insert {insert {insert {insert {insert {insert {insert
customer – customer’s customer’s customer’s customer’s customer’s customer’s customer’s customer’s
choose a age} gender} ethnic education location} lifestyle} values} interests}
name} background} level}
Nena 30 Female Asian graduated apartment vacation Good price Delicious
food
Berto 40 Male Asian graduated condo Club member High quality Alot of
product to
choose
Bogart 20 Male Asian College Singe-family Working High quality Daily food for
home student this product
Susa 50 Female Asian graduated townhouse Social events Good price Everyday
food i always
buy for this
product

Customer profile:

Guidance: What’s the profile of an ideal customer for your business? In a paragraph or two, clearly define your ideal customer - their needs,
buying patterns and motivations for buying. This process will help you to develop a mental image of your ideal customer (often referred to as a
customer avatar).

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Competitors

Competitor analysis:

Guidance: Use the table below to analyze at least 5 competitors.}

Established Market Value offered to

Competitor Size Strengths Weaknesses
date share (%) customers
{insert {insert {insert {insert {insert unique value to {insert what are your {insert what are your
competitor’s when was number of estimated customers, e.g. quality, competitor’s strengths} competitor’s
name} their staff} percentage price, or customer weaknesses}
business of market service}
established} share}
Fish on the way 2035 50-100 70-150k Low price High quality and good Not in the crowded
product people place
Smell GOOD 2031 30-50 55-80k High quality of the Fresh all foods No social media website
product
TINAPA HOUSE 2034 20-45 45-75k Good customer service The product is always No advertising
new
SMOKED GRILL 2033 -15-30 30-50k Low price Alot of people know this Always out of stock
business

Competitor profile:

Guidance: What’s the profile of a typical competitor for your business? In a paragraph or two, clearly define a typical competitor - their size,
market share, unique value proposition, strengths and weaknesses. This process will help you to develop a mental image of your typical
competitor.

Start writing here

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MARKETING PLAN

Marketing Objectives:

Guidance: Summarize the key marketing objectives for your business. Your objectives may be financial, with a goal to increase sales, or
marketing focused, to build awareness of your product or service. An effective (and accountable) way to define your marketing objectives is to
follow the ‘SMART’ acronym (Specific, Measurable, Achievable, Realistic and Timely).

Examples of SMART marketing objectives

 To achieve a 20% return on capital employed by April 2014 (Profitability Objective)
 To gain 15% of the market for sports socks by November 2018 (Market Share Objective)
 To make X brand of juice the preferred brand of 21-29 year old females in Australia by August 2019 (Branding Objective)

Detail your SMART marketing objectives in the table below:

Objective Specific Measurable Achievable Realistic Timely

{insert your specific marketing objective} {Is your {Can your {Is your {Is your {Have you set
objective objective be objective objective a specific date
specific?} measured?} achievable?} realistic?} for your
objective to be
achieved?}
Increase company sales by 25% by 2032. More efforts Business help workers I want us to I am good at
and making cooperation to expedite help and I will giving advice
products product do the same to my workers
production
Achieve a market share of 30% for Product within 3 years By doing social Always get fast I want fast and I am good at
of launch. media to easy hardworking internet to good internet teaching when
sell in social media speed up even though it it comes to
customer is expensive the internet
sales
Increase the percentage of customers who rate service as By making Keep the in making I always want I am good at

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"excellent" from 80% to 85% within 18 months. more delicious product clean delicious food fresh and scanning when
and tasty food and fresh we will take fresh fish if I it comes to
and look for choose and fish
new and clean should be
products good at
scanning
Establish priorities for marketing resources and effort To prevent keep honest with good I want to keep I am good at
product loss and good at fellowship and good fellowship and
source love for fellow fellowship I love them
human beings because I also especially
I can achieve know how to when it comes
success get along to business

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Marketing Strategy:

Guidance: Use this section to detail the overall strategy you will use to position yourself within the market to meet your customers’ needs.
Whatever your strategy, you goal should be to differentiate yourself from your competitors to encourage customers to choose your business
first. The specific elements that make up your marketing strategy are typically referred to as the marketing mix. Each element can be varied to
broaden the appeal of products and services, and will therefore have a direct impact on sales.

The 5 P's of marketing

 Your PRODUCT (or SERVICE)
 The PRICING of your product/service
 Your POSITION (place) in the marketplace
 The PROMOTION of your product of service
 The PEOPLE in your business (salespeople, staff etc.)

Start writing here

PRODUCT- Smoking and safety aspects

Smoking has a long tradition in food cooking and preservation. Cold and hot smoking processes have, however, different aims and effects on the
quality and safety of foods. Smoking combined with heat (e.g., bacon, smoked sausage, Italian würstel) induces a cooking effect, decreases
moisture, reducing microbial load and, depending on process conditions, may favor some ripening by promoting enzymatic action. Cold smoking
is mainly used for flavor and to extend shelf-life due to the antioxidant and antimicrobial effects of smoke compounds.

PRICING- The higher the volume of production per day (more than 20 kgs.), the lower the production cost, thus further increasing the mark-up to
more than 25%. The higher the markup, the higher the profit margin.
* If price per kilogram is lower compared with the existing market price, increase mark-up to 25% or more.
* Labor is based on NCR Minimum Wage Rates per Wage Order No. NCR-14 effective June 2031

PLACE- MacArthurHighway,SanVicente,Apalit,2016 market place and Digital marketing.

PROMOTION- Advertising, Public relation and Direct marketing

PEOPLE- Product delivery salespersons, Order taker, Internal sales person and External sales person.

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ThePRODUCT/SERVICE

Guidance: Here you should describe your long-term product strategy in detail. If you are providing a service then you should consider your
service(s) as your product(s).

You will need to consider:

 What features and benefits do you offer?

 The unique selling position - what makes your product/service different from your competitors’?
 Potential spin-off products/services?

Product/Service Features Benefits USP Support Spin Offs

{What is your {What are the {What are the {What makes your {what additional {Are there any
product/service?} features of your customer benefits of product/service support do you offer? potential spin-off
product/service?} your unique?} E.g. warranty, money products/services you
product/service?} back, etc.} can offer?}
relyenong fish Silvery on the belly Rich in Omega 3 fatty Milkfish is usually Money back Yes
and sides, grading to acids, Good Source of fried, made into soup
olive green or blue on Protein and even char-grilled.
the back and dark The meat can also be
bordered fins.. used for sashimi, fish
cakes and fish balls.
Lumpia Filipino lumpia is the fish lumpia is one of This is why fish Money back Yes
egg-batter wrapper. the good sources of lumpia can manage
It's somewhat similar protein. good support
to the wrapper of a In each portion of this especially for the
Chinese egg roll but is lumpia will bring children
thinner and more enough calories, development. Rather
delicate and is carbs, fiber and of than giving unhealthy
precooked like a course protein. food, this lumpia is a
crêpe. (Egg roll good choice as a
wrappers, made from healthy snack for

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raw dough, must be your children as a

fried after filling.) morning snack or
afternoon snack.
Smoked fish Fish when properly Smoked fish, in Smoked fish are fish Money back Yes
smoked feel firm and particular, is rich in that have been cured
springy to the touch, nutrients like omega- by smoking.
and the whole fish or 3 fatty acids, whilst Ready to cook and to
fillets are fairly rigid; many smoked meats serve.
fish that are soft, have a high iron And also healthier
flabby and sticky on content. The smoking than fried fish.
the surface have process often avoids
either not been fully many of the pitfalls
cured or were in poor which other types of
condition when meat-cooking
processed. experience with oils,
fats and sauces. And
this can make it a
very low-fat cooking
process.
Fish sauce

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MARKETING PLAN 2021

The PRICING of your product/service

Guidance: Price is a critical component of your marketing mix. Why? Because choosing the right price for your products/services will help you to
maximize profits and also build strong relationships with your customers. By pricing effectively you will also avoid the serious financial
consequences that can occur if you price too low (not enough profit) or too high (not enough sales).

Setting prices for your products and services might seem like a daunting task, however, it doesn’t need to be … just remember:

 you are in business to make a profit (and that’s ok!)

 most business owners underprice the value that they deliver
 your sales and marketing strategy should defend your prices

Your overall pricing strategy will depend on your marketing, business and lifestyle objectives. So, before you start the research process spend
some time defining your income (and net profit) aspirations.

Product/Service Price Costs Net profit Competitor Price Value

{What is your {What is the price of {What is the total {What net profit is {What is your {What unique value
product/service?} your cost of selling your made from selling competitor’s pricing does your
product/service?} product/service?} your for this product/service
product/service?} product/service?} offer/deliver?}

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MARKETING PLAN 2021

Your POSITION (Place) in the marketplace

Guidance: Place refers to the channels and locations for distributing your product, related information, and support services. This is how you will
position your product/service in the marketplace.

This includes:
 the place where the product/service can be bought
 the distribution channel

Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may include any physical
store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. This is crucial as this provides the
place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.

Sales and distribution channels

Percentage of
Channel Type Products/Services Channel Strategy
Sales (%)
{E.g. shopfront, internet, {List all the products/services {Whatpercentage {why have you decided to use this channel type? How and
direct mail, sold via this channel?} of overall sales when will you use it? What is the strategy behind using this
export,/wholesale?} do you expect to channel for this particular product/service?}
sell via this
channel?}

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MARKETING PLAN 2021

The PROMOTION of your product/service

Guidance: State how you currently promote and market your business now (or intend to). Compare (where applicable) what your competitors
do for promotion, noting what does and doesn’t work for them as well as yourself. Regardless of how good your business is, if you don’t
promote it and tell people you exist, it’s unlikely you will make many sales.

Promotion is more than selling and advertising your business. It’s about attracting the right people to use and reuse your business. There are a
number of techniques to use and they can be combined in various ways to create the most cost effective strategy for your needs.

Detail your promotion techniques into six categories:

• online
• public relations
• advertising
• promotion
• packaging/personal selling
• branding

Direct marketing is often added to the marketing mix despite being part of advertising rather than marketing.

Product/Service Online Public Relations Advertising Promotion Packaging Branding

{What is your {What online {What PR {What advertising {What promotion {What packaging {What branding
product/service?} strategies are you strategies are you strategies are you strategies are you strategies are you strategies are you
using?} using?} using?} using?} using?} using?}

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MARKETING PLAN 2021

The PEOPLE in your business (salespeople, staff etc.)

Guidance: Every employee in your business (if you have them) can influence the marketing of your products and services. Knowledgeable and
friendly staff can contribute to creating satisfied customers, and can provide the unique selling experience that an organisation is often seeking.
If an outstanding team provides a competitive advantage, then the quality of recruitment and training becomes essential to achieving your
marketing objectives.

Some questions to consider when assessing your team members:

 Are they prepared to talk with clients in detail about your products and services?
 Do you have training in place to drive constant improvement?
 Do your team understand the process for handling client interactions?
 Are staff members empowered to make decisions (and act) on the business’s behalf?
 Do they have the communication skills to be effective?
 Do staff members ‘live’ your brand when they are at work?

Name Job Title Department Responsibilities

{e.g. Francis Reyes} {E.g. Marketing/Sales {e.g. Sales} {insert the main responsibilities of this position}
Manager?}

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Marketing Activity

Guidance: Once you have defined your marketing mix, the next step is to detail the specific activities that you will undertake to achieve your
marketing objectives. As you create these activities, keep referring back to your marketing mix – it will help you to assess which activities are
worth the time and effort to implement.

What steps/activities will you undertake to achieve your marketing objectives?

Date of expected
Marketing activity/milestone Person responsible Cost (₱) Success indicator
completion
{Print advertising, online advertising, {Who is responsible {When do you expect {estimated {What indicator/measurement result
mail-out, giveaway, media release, for completing this to complete the cost of will need to be met before this activity
event, website, blog/social media, task?} marketing activity?} activity} is considered a success?}
public relations, branding and
artwork, or publications and
catalogues}

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Marketing Budget 2021

Guidance: To complete this marketing budget, you should rely heavily on your financial statements and projections. Double-click the table below
to enter your details or attach your own budget at the back of this marketing plan.

Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
MARKETING/PROMOTION
Marketing agency
Radio advertising
Television advertising
Print advertising
Online advertising
Social media
Web search optimization
Mail-outs
Giveaways
Events
Branding and artwork
Merchandising
Publications
Catalogues
More…
Marketing/Promotion Subtotal
OTHERS
Research
Travel
Postage
Administration
Incidentals
More…
Others Subtotal
TOTAL

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SUPPORTING DOCUMENTATION

Guidance: Attach any supporting documentation in relation to this marketing plan.

List all of your attachments here. These may include resumes, customer survey/questionnaire
and/or financial documents.

Start writing here

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