PHINMA UPANG COLLEGE URDANETA

Nancayasan, Urdaneta City

Humanities and Social Sciences

12 HUMSS 2 – GROUP 1

FEASIBILITY STUDY

Presented as Partial Fulfilment of the Requirement for

APP 007 INQUIRIES, IMMERSION, AND INVESTIGATION

Submitted to:
Ms. ELEARDEN MEI N. CATALAN

Professor

Submitted by:
ALVARO, QUEZONIA MAY M. AYCO, ARON ACE G.

BRIOSO, JEAN VALERIE C. COLLADO, JENELLE A.

CANTO, JERWIN N/A FLORIDA, MC JETRO O.

HILARIO, MELODY T. MALLARI, JAMIEL L.

MARIANO, KAYECLYN M. MORDEN, JONA MAE G.

PISO, KEVIN N/A ROMBAOA, NATHANIEL ZOE L.

SEMBRAN, CHRISTIAN S.

HUMSS Students
Second Semester

Academic Year 2020 - 2021

 CERTIFICATE OF ACCEPTANCE OF FEASIBILITY STUDY PAPER

This is to certify that we have read the Feasibility Study Paper of Quezonia

May Alvaro, Aron Ace Ayco, Jean Valerie Brioso, Jenelle Collado, Jerwin Canto,

Mc Jetro Florida, Melody Hilario, Jamiel Mallari, Kayeclyn Mariano, Jona Mae

Morden, Kevin Piso, Nathaniel Zoe Rombaoa, and Christian Sembran entitled:

“A FEASIBILITY STUDY PAPER FOR KOOKIE DOUGH”. They defended the same

before an Oral Examination Committee on February 29, 2020. The committee

found the Feasibility Study Paper Acceptable and has successfully passed the

Oral Defense.

ELEARDEN MEI N. CATALAN

Feasibility Study Adviser

ARNEL Z. BAUZON JASON C. MUNAR KRISTINE MOLINA

Member Member Member

i
 ACKNOWLEDGMENT

This paper came into reality with the kind support and help of many

individuals. We would like to express our gratitude to all of them.

First, to Almighty God who gives us strength and knowledge in accomplishing

our Feasibility Study paper. Without him we believe we are not here now

taking our new step in our journey.

Second, to our adviser Ms. Elearden Mei N. Catalan. Thank you for all the

knowledge you’ve shared to us and to your unending patience to your

students.

Next would be our colleagues, Quezonia May Alvaro, Aron Ace Ayco, Jean

Valerie Brioso, Jenelle Collado, Jerwin Canto, Mc Jetro Florida, Melody Hilario,

Jamiel Mallari, Kayeclyn Mariano, Jona Mae Morden, Kevin Piso, Nathaniel Zoe

Rombaoa, and Christian Sembran, we want to thank them for their moral

support, love and inspiring messages to us while doing my paper.

And lastly to our families and graduating students of May 2021 without you

we think we cannot survive our journey. We love you all and thank you so

much for everything.

ii
 THE RESEARCHERS

DEDICATION

We honor and offer this accomplishment to our Almighty Father for His

unfailing love and guidance and to our families. We are doing smart and hard

work because of our families. Our success is your success too.

For from him and through him and to him are all things. To him be glory

forever. Amen

Romans 11:36

THE RESEARCHERS

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 TABLE OF CONTENTS

CONTENTS PAGE

Title Page

Approval Sheet/Certificate of Acceptance i

Acknowledgement ii

Dedication iii

Table of Contents iv

Executive Summary

CHAPTER 1: BUSINESS PROFILE 1

A. Business Name 1

B. Product Description 2

C. Unique Quality 4

D. Business Structure 6

E. Location 7

F. Strategic Analysis of the Company and its

Business Vision, Mission, Goals, Objectives

iv
and Core Values

v
 CHAPTER I

BUSINESS PROFILE

This Chapter provides the derivation, description, and fundamental

prospects of the business and its signature product.

A. BUSINESS NAME

kookie dough derived from the word “Cookie” and “Dough”

which gives emphasis on the business’ chosen industry~ food

manufacturing focusing on dough products; or to simply put,

pastries. However, kookie dough is not the typical

manufacturer that simply manufactures pastries on a normal

scale, and not the typical bakery that produces variations of

bread and baked products. It is a combination of both and a

mixture of a certain advocacy~ creating an alternative choice for

individuals on munching and savoring the taste of delicacies

without the expense of health which narrows the gap of

individuals suffering medical illnesses and sweet delicacies.

Figure 1.1

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B. PRODUCT DESCRIPTION

kreenkle vine is the forefront and primary product of kookie

dough. Originally coming from the words “Crinkle”, “Green”, and

“Vine”; “KREENKLE” a mixture of the words “Crinkle” and

“Green” seeks to establish itself as a captivating and relished

name while maintaining its essential advocacy; “VINE” on its

part, came from the vines of the Ampalaya, the fundamental

ingredient of the product giving credentials onto the superfood.

Figure 1.2

I. PROPERTIES

kookie dough will serve crinkles made out of dough

and ampalaya. The kreenkle vine is consisted of cocoa

powder, melted dark chocolate, flour, eggs, brown sugar,

and all-natural ampalaya to attain less similar to mundane

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 ingredients of the traditional crinkles and become

advisable to health-aware individuals.

II. PURPOSE OF THE PRODUCT

The conceptualization of the product is inspired by

the growing demand of the market over healthier

alternatives for food. With booming demand, kookie

dough places itself on the front with producing sweet

delicacies and replacing its ingredients with more “green”

ensuring its consumers nutritional value, and health

awareness.

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C. UNIQUE QUALITY

1. Is loaded with a mouthful of nutrients.

Ampalaya is loaded with Vitamin C which is an important

micronutrient in fending off diseases. It is also rich in

Vitamin A which promotes proper vision and skin-health. It

provides folate, an essential for growth development; and

enriched with smaller portions of potassium, zinc, and iron.

It is also packed of antioxidants namely catechin, gallic

acid, epicatechin, and chlorogenic acid. Plus, it is also low

in calories, yet rich in fiber fulfilling an amount needed for

daily intake.

2. Reduces blood sugar.

The vegetable is thought to improve the way that sugar is

utilized in the tissues by promoting the secretion of insulin.

Some studies also suggest that the vegetable is also used

in indigenous communities to treat diabetes-related

illnesses.

3. Might have cancer-fighting properties.

According to [Link], there are several

concentrated studies that showed that an extract of the

Ampalaya was effective at killing cancer cells of several

organs, and was as well been successful in the blockage of

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 growth and spread of breast cancer cells while also

promoting cancer cell deaths according to a similar study.

4. Could minimize cholesterol levels.

An article of the aforementioned website above also

suggests studies that when rats on a high-cholesterol diet

are fed with an extract of Ampalaya, it led to relative

decrease of “bad” cholesterol levels.

5. Aids weight loss.

Ampalaya is very low in calories and very high in fiber. It

contains an approximate of 2 grams of fiber in each 94-

gram serving. Thus, adding a fiber-rich food in diet helps

increase smooth food passage to the digestive tract,

keeping a fuller for longer and reducing hunger appetite.

6. Distinctively Delicious

Ampalaya has this unique bitter taste which sets

indifferently among other vegetables. Eating even just a

portion of the vegetable will not only entice the taste buds,

but allows innately to become addicted onto it.

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D. BUSINESS STRUCTURE

The business is built by individuals with a common goal. Thus,

the business is entirely based on a system called a Limited

Liability Company or LLC. Unlike other business structures, LLCs

are very flexible, being able to imitate other business structure at

ease. Although it is still recent in the Philippines, more and more

companies appear to register their businesses onto these

structures for to protect the owners’ personal assets and

liabilities over and out of the company. And, it is also much

simpler when during taxations, and being able to own multiples

of properties under only the company. However, it trammels the

owners from going public; hence, unsuitable for public

ownership. But, as stated, LLCs are able to mutate whenever and

whichever it wants. So, it can integrate itself on adapting and

restructuring itself unto a General Partnership’s perks of being

swift through bureaucratic works and settings; plus, able to go

public.

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E. LOCATION

The business shall be established near Puregold Jr. of Brgy.

Bonuan Guiset Dagupan City since it places a likely speculated

growth knowing that the area can be passed through vehicles

and where certain places for gathering can be found. Moreover,

the purchase of supplies will as well be conveniently near.

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 Figures 1.3 and 1.4

Market

The people of Brgy. Bonuan Guiset and the tourists that flock

towards the Bonuan Beach will be one of the primary targets of

the business despite the threat of the pandemic.

F. STRATEGIC ANALYSIS OF THE BUSINESS

Vision

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kookie dough will be one of the pioneers in modifying local

delicacies into meeting the growing demand of healthier

alternatives all in while showing rapid expansion nationwide

dominating not only the delicacy industry but as well as the

tourism sector as it aims to reach worldwide, establishing a

foothold at presenting the new taste of the Philippines.

Mission

To ensure the beneficial desire and to exhibit all-out services for

our customers, and to give every person a chance at a healthy

life; our company kookie dough aims to supply and quench the

healthy nutritional diet of our clients without compromising the

irresistible taste of delicacies.

Goals and Objectives

● High Quality – to provide high caliber manufactured pastry

products to be consumed by our customers and nothing

less of it.

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● Innovation – to be a forefront innovator in health through

the nutrition of our product provides, having state of the

art manufacturing quality and industrial expertise to

deliver our promise and to fuel our success.

● Commitment – to be a reliable and trusted food

manufacturing business by providing tasty and neat

vegetarian pastry products that gives our customers high

nutritional value.

● Job Opportunities – provide locals opportunities in careers

contributing to the resolution of unemployment nationwide.

● Recognition – making the product popular regionally in 3

years.

● Expansion – assuring stability and cost effectiveness of

operations reaching towards far-flung areas.

● Mainstream – utilize social media as a platform for

promotion and gain popularity from the netizens.

Core Values

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● Value – the business maintains the quality of not only the

product, but as well the name where it is deeply rooted.

● Nationalism – the product is locally made, thus, promoting

not merely the company, but the whole nation as a whole.

● Courtesy – the business understands the fundamental

rights of its customers, hence, setting the “customer

always right” policy into a norm.

● Integrity – the business remains firm onto the advocacy

where it originates. It shall not tolerate any lapses against

it.

● Competent – the company appears friendly, however it

shall remain a very competitive opponent within the

industry.

● Eco-friendly – the founders sees the whole world into the

integration of nature friendly movements, the incorporation

of such norms shall be inviolable.

● Transparent – the company understands the need for a

business to become trustworthy towards its customers,

thus, assuring the enforcement of fair trade through the

government’s policies.

● Flexible – when the business sees a likely growth, it adopts

such trends meeting the needs of the market as timely as

possible.

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● Serve – the founders know that having a successful

business is not all about the money, thus, setting such

principles for the people.

Social and Ecological Responsibility

● “Isang kookie para healthy” is kookie dough’s primary

corporate obligation for the community. It is a program

where the company allocates funds for the execution of

feeding programs to the needy across each baranggay

within close proximity. The program as well teaches on how

to bake pastries and other food products to the households

for them to have income.

● “Kain kookie, plant a tree” is kookie dough’s primary

corporate obligation towards nature. It is a program where

when a customer purchases a product, there will be a tree

seedling to be planted or transferred onto the mountains

and or anywhere the seedling is capable of growing.

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 CHAPTER II

MARKETING ANALYSIS

This chapter shall identify the best strategies to be utilized to compete

with existing competitors and what factors should be comprehended. The

business’ entrance to the market might seem narrow considering the

existence of alike-establishments; however, the business shall offer healthier

products with a very low price compared to competitors. The product offered

by the business will have a positive nutritional impact towards the market.

TARGET MARKET

Based on the 2015 census, Brgy. Bonuan Guiset alone has an

approximate of 23,373 population. A total of 13.65% of the total population

of Dagupan City.

The demographics shows that aged 15 to 19 comprises of that

population with 2,449 individuals. Aged 14 and below make up of about

7,031. Aged 15 up to 64 15,269. And aged 65 and over a total of 1,073.

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 Thus, the age groups of 15 up to 64 are the most likely customers,

ranging for an estimate of 65% of the total population of Brgy. Bonuan Guiset

alone.

The age group comprises of high school and college students, and the

working clusters; taking note of excluding the elementary student cluster.

With the great value of the business’ product with its affordability of any

cluster in the market, the target market shall be attainable.

DEMAND

With a rising appreciation and notice to healthy lifestyle, nutritious

foods are replacing convenient and fast food products. With the launch of the

product, people will take notice the combination of nutritional and

convenient food; hence, persuading them to try an alternative healthy food

without the expense of manageability.

SUPPLY

The establishment resides within close proximity of able suppliers. With

the existence of a Puregold Jr., from which offers its products with a

wholesale price, make it less for transportation expenses less and or fondly

absent.

MARKET POSITIONING

The business produces vegetable-themed crinkles from which many

knows it is concentrated with sugar-rich ingredients knowing it is served

14
purposeful for desserts. However, in the existence of the kreenkle vine, it

will be able to sustain the demand of individuals longing for constant healthy

alternatives as a means to include into their diets. Making the customers

distance themselves from consuming regular crinkles and sweet delicacies

alike.

120

100

80

High Quality
60
Low Pricce

40

20

FIGURE 2.1

MARKET SEGMENTATION

The business’ target market shall be divided into:

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 Market Share

15 to 64
65 above
14 below
Others

FIGURE 2.2

a. The 45% of sales is projected to be covered by the age group of 15

until 64, who are the primary target market of the business.

b. The 25% of sales is projected to be covered by the age group of 14

below.

c. A conservative projection of 10% of sales is to be covered by the

age group of 65 above.

d. And the others comprised of residents of near communities and

tourists will cover the projection of 20%.

MARKETING PLAN

These are the marketing tools that will help the company attain its

objectives; it shall follow the 4Ps of Marketing Mix:

Product

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 The business produces vegetable-themed crinkles, made

primarily of the ingredient Ampalaya. It is for the individuals who tend

to be health conscious preferring nutritional foods. It is also for the

people who tend to prefer convenience. Basically, it is a combination of

both.

Price

The business offers products per piece or per dozen. A single

kreenkle vine costs 3 Php. And a dozen kreenkle vine costs 35 Php.

However, it will also adjust accordingly to various impositions of the

government policies such as taxes. However, transportation costs will

no longer be intertwined into the price of a single kreenkle vine since

the supplier will come at a walking distance.

Place

The business shall be established in Brgy. Bonuan Guiset of

Dagupan City, Pangasinan. The establishment shall be near Puregold

Jr., from which the supplies will be sustained. It shall also be near

communal institutions such as the Public Elementary and High School

in the said community. Moreover, it shall also be established near the

road where tourists access the beach.

Promotion

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 The strategy is to penetrate and exploit the rising demand and

awareness of healthy living. By associating kreenkle vine as one of the

pioneering products in nutritional food alternatives. Through this, while

gradual recognition is taking place, an execution of promoting health

awareness shall also be utilized as a means of putting a positive remark

towards the product, and allowing better customer service through time.

Chapter III

This chapter shall discuss the process and operations necessary to

produce Kookie Dough’s quality Kreenkle Vine.

Process Planning

The company Kookie Dough aims to execute and achieve its objectives,

in order to do that, the seven steps of process planning shall be observed.

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1. Setting Objectives - According to the demographics incurred

by the company, the location where Kreenkle Vine will be first

established, Bonuan, Guiset, a place famous for its beach has an

approximate of 23,373 population. The target consumers of the

company will be the tourists, and residents aged 15 to 64, that is

equivalent to the 65% of the population. Therefore in a span of

two years the company aims to sell a dozen of Kreenkle Vine to

every target consumer residing in the area and a total of 2,000

dozens to its tourists.

2. Developing Planning Premises - The objective was set based

on the expenses incurred in acquiring the resources needed and

taxes to pay for two years, the set target sales are deemed

necessary for the company to increase its income and still

operate for the following three years, and later expand the

business to different areas.

3. Identifying Alternative Courses of Action - Kookie Dough

takes one step at a time therefore sets attainable objectives.

With that in mind, the company’s two-year objective is backed up

by alternatives and actions in mind to execute over the course of

achieving its objective. The shareholders have agreed to boost

its social media advertisement and increase the services offered

while ensuring that the product offered and the space where it

operates is safe and clean, abiding to the health protocols.

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 4. Evaluating Alternative Course of Action - The company will

quarterly assess the courses of action executed to further

analyze the pros and cons of the action taken. In this phase, the

company will discuss what is effective to the promotion of the

product and what is not.

5. Selecting One Best Alternative - Selecting the best

alternative course of action will depend on its effectiveness by

the time it is carried out by the company in the future. The

company will carefully study all its alternatives to come up with

the best course of action helpful in the attainment of its

objective.

6. Implementing the Plan - The company will hire a social media

strategist that specialises on promoting businesses and a set of

competent and able employees that will execute the plan. The

company will also purchase the resources needed in order for the

plan to operate.

7. Follow up Action - A system of proper feedback mechanism will

be established so that the company will be made aware of

customers' response about the product and services offered,

revenue collection, and employees response on the course of

action.

Inputs in Production

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The inputs needed in the production were classified into two resources, the

transforming and transformed resources.

Transforming resources are used to turn raw materials as transformed

output, which includes the house/building, machinery, and people that carry

out the transforming process. Under this, the following are needed:

Establishment

1. Baking Kitchen

Equipments (Appliances)

1. Oven

21
1. Blender

Tools

1. Parchment Paper and Baking Tray

1. Wire Whisk

1. Mixing Bowl

1. Measuring Cups and Spoons

22
1. Ice Cream Scoop

1. Spatula

Personal Protective Clothing

1. Apron

1. Protective Mask (disposable)

23
1. Hair Net

1. Protective Gloves (disposable)

Transformed resources on the other hand refers to the raw materials

that undergo the process of utilizing the transforming resources that

translates transformed resources to a finished product. The transformed

resources needed to produce ampalaya crinkle cookies are as follows:

Kookie Dough’s Kreenkle Vine (for every 30

pieces)

24
 1. 1 ¼ cup of brown sugar

1. 2 eggs

1. 7 tbsp. vegetable oil

1. ¾ cup of cocoa powder

25
1. ¼ cup of melted chocolate

1. 1 cup all-purpose flour

1. ¼ tsp. each of baking powder and

soda

1. ¼ tsp. salt

1. ¼ cup of blended ampalaya

26
1. ¼ cup confectioners sugar

Production Process

In this process, the company first incurred the 2 sets of resources. First the

transforming resources which includes the house/building, machinery, and

people that carry out the transforming process, and secondly the

transformed resources which are the raw materials and components that are

transformed into end products.

27
Figure 3.1

28
Product Design

The company will use sealed reusable plastic tubs for take outs and large
amounts of orders, and paper bags for small orders to help lessen plastic
waste.
Labeling

For labeling, the company will both use its product and company logo. Not
only that to ensure the safety of the consumers the list of ingredients used
for the product and its date of expiration will be also used as a labeling for
the product.

Product Packaging

Figure 3.2

As for the product packaging, the container of the product is a transparent

plastic tub, since the tub is transparent the consumer can actually see the
condition of the product, the ingredients used and its time of expiration
before buying, this is a strategic move for the company as this will earn the
consumers trust.

29
 CHAPTER IV

HUMAN RESOURCE MANAGEMENT

This chapter shall include the manpower behind the production of the

product, and the individuals behind the business. It contains the

organizational chart, the basic requirements before admission in the

company, and the fundamental documents for the progression of the

business.

Organizational Structure

The structure of the organization will help differentiate the

responsibilities administered by each individual within the business.

30
 Figure 4.1

The positions are of follows:

Position Duties and Responsibilities

Oversees business operations.

Development and implementation of

strategies.

Evaluation of overall business performance.

General Manager Generating reports and presentations.

Analysing financial data.

Oversees business maintenance.

Conducting inspections.

Maintaining stability within the crew.

Leading by example.

Crew Chief Manages the team.

Ensures cleanliness in food preparation.

31
 Sorts, stores, and distributes ingredients.

Cooks and presents food.

Serves according to customer demand.

Kitchen Crew Acting upon instruction by the chief.

Manages documents and files.

Records information.

Updates, maintains, and processes

documents.

Organizes office areas.

Office Staff
Acting upon the instruction of the general

manager.

The business will hire 1 general manager, 1 crew chief, 2 kitchen crew,

and 2 office staff. However, the general manager can be the proprietor

himself if wishes to do so. But, the other aforementioned positions require a

skilled worker.

Hiring Process

Step 1: Step 2: Step 3: Step 4: Step 5: Step 6:

Identifying

32
what help is Screening Interviewing Closing a Offering a Orienting the

needed in the the negotiation good employee on

the daily candidates candidates in between the employment his first day,

operations of whether they order to have employer agreement and allowing

the business. are fit and a broader and towards the him to

able to take understandin candidate candidate explore the

up the g towards and and assuring environment

responsibiliti them through exchanging it is a win-win and the

es in the asking information decision. norms

operation of questions. between surrounding.

the business. them.

Hiring Strategy

Position Qualification Offer Job Employer’s

s Description Expectation

*A Degree in Manages, If able to

a business- administers, generate

related and reports and

course. the additional

operations monthly
*At least 1-
General Manager of the income of
year
business, 15-20% of
experience.
and the

*Strong conceptualiz business, a

Leadership es then bonus of

33
 skills. implements 10,000

various Philippine
*Excellent 15,000
strategies to Peso shall
communicati Philippine
generate be
on and Pesos a
more compensate
interpersonal month,
revenue and d towards
skills. and full
expand the the
formal
*Meticulous array of the employee.
employme
attention to business.
nt
detail.
benefits.
*Strong work

ethic.

*Organized.

*At least a Assures and If there are

high school maintains no mistakes

graduate. stability and done by the

responsibilit crew
*With 2-3
y within the throughout
years of
8,000 team, and the monthly
Crew Chief work
Philippine ensures that operation of
experience
Pesos a all tasks and the
in the field.
month duties are business, an

*Strong met and additional

leadership done within 2,000

34
 skills. the Philippine

operation of Pesos shall

*Accountable
the be given
.
business. compensatio

*Diligent. n.

*At least a 5,000 Takes up Able to

high school Philippine tasks given accomplish

graduate. Pesos a by the crew tasks on a

month. chief, and given time,

*Responsible
serves the and does

Kitchen Crew *Diligent demand of not

the complain

customers unnecessaril

and the y.

business’

interests.

*At least Records, If does not

finishing a manages, miss out any

technical- stores, and necessary

vocational interprets information,

course. documents secures

and documents,
*With 1-year
presentation and passes
work

35
 Office Staff experience s allowing a the

in the related more requisites on

7,000
field. technical or before
Philippine
outlook the
*Accountable Pesos
towards the deadline. An
.
prospects additional

*Diligent. and 2,000

performance Philippine
*Responsible
of the Pesos shall
.
business. be given in
*Computer
compensatio
and
n.
numerically

literate.

CHAPTER V

STRATEGIC PLANNING

This chapter shall discuss the internal and external factors which are

essential in starting a new business. It shall identify and help kookie dough

36
in preventing unexpected risks that might affect revenue. The combination of

the information adapted from both analyses, kookie dough can hold both

external and internal factors setting n advantage in the enhancement of the

business strategies and productivity.

Political and Legal Environment

With the increasing cases of COVID-19 and the increasing debt of the

Philippines towards the World Bank, it is likely that tax rates shall further

upsurge, thus setting a more expense on ingredients, operations, and

obligations as a business entity.

Economic Environment

The livelihood of the Filipino people at the onset of the pandemic is low.

It is also estimated that the current debt of the country has almost surpassed

the half of the GDP capita. Hence, allowing a friendlier price for the

consumers in order for them to perceive an affordable product is necessary.

Social and Cultural Environment

Filipinos have this “sweet-tooth” appetite; every delicacy they come

across with has a high probability of being consumed. Moreover, it is also

37
popularly known that Filipinos love to eat anytime of the day, and allow

snacks between and after meals. Thus, setting the kreenkle vine likely

being consumed as a dessert and snack.

Technological Environment

The business is able to thrive even during the pandemic through the

utilization of various social media platforms as a means to market and

promote the product and the business itself. Furthermore, it also helps

connect the business towards potential suppliers, dealers, and or even

resellers. Thus, adding more efficiency and portability throughout the

operations of the business anytime and anywhere.

Swot Analysis

Swot analysis is a useful technique for understanding the Strengths

and Weakness, and for identifying both the Opportunity open to you and the

Threats your business is going to face. SWOT can help you uncover

opportunities that you are well-placed to utilize. By understanding the

weakness of your business, you can manage to eliminate threats that may

pose threats to your business.

Table 5.1

38
 SWOT Analysis

Strengths Weakness

 Location: our location is near  Owners are still beginner in a

from a tourist attraction in business industry.

Dagupan  Existence of Competitors

 Uniqueness: offering a healthy  Popularity: The Company and

crinkles for all in affordable our product are still new and it

price is not popular.

Opportunities Threats

 Innovation of our product  Competitors that offers cheaper

 Loyalty of the customers one price

 Negative Reviews

Marketing Objectives

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1. Develop digital presence in social media platform, number of costumer

grow day by day.

2. Keep the product prices in line, while increasing sales.

3. Launch an increase sale of kreenkle vine by 13% by the next 3 months.

Marketing Program Strategy

We have a plan that we will going to execute first is we will create a

loyalty card and using this loyalty cards and promos, and producing enough

flyers to promote our product which indicates the name of our very own

crinkles is our main strategy to increase its popularity and sale. The first

thing to be highlighted in the flyers is the availability of the promos of our

product once purchased by a customer. We will distribute loyalty cards to

those who are interested and are willing to buy our products. These loyalty

cards will cover rewards for their cookie cravings once they reach the promo

and for them to always come back and buy cookies.

Table 5.2

40
 Order Promo 10 free cookies for purchasing 5

boxes

Discount Promo For every 10 boxes of cookies

purchased within a month, a gold

advantage card that can let

customers save up to 15% for

every box of cookies will be

guaranteed for their next month of

purchase.

Blog or Vlog Challenge Post a video or an article of you

reviewing our very own product

and you will receive a voucher

promo or a 1 box of our product.

Market Development

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 Market Development is a 2-step process to tap the untapped market. It

begins with market research wherein a company does a segmentation

analysis and short market segments which are worth pursuing. It is an

attempt to use the existing product or service to attract new customers. The

goal is to expand the reach or tap into a different segment or unexplored

market. A segment is defined as the small sub-group of a larger population.

Kookie Dough's Marketing Team can divide the target market based on

geography, demographics, as well as income levels.

Regarding Kookie Dough's target market, the main target market

consists of age group of 15 until 64 which is 45% of sales projected, while

the 25% of the sales is covered by the age group of 14 below, another 10%

of the sales is to be covered by the age group of 65 and above and lastly, the

others comprised of residents and tourist will cover the 20% of sales. This

target market will prefer sweet but healthy snacks. This information will help

Kookie Dough to create a specific strategy for this certain target market.

Once the company decides which segment to choose, the next step of

market development involves creating a promotional strategy to enter into

the market. For that, companies may have to take the support of audio and

visual media to push the product deeper into the market. Kookie Dough will

conduct social media advertising since social media is widely used

nowadays.

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 Another aspect is the pricing of the product. If there are competitors in the

market, we may have to price the product accordingly or come out with a

product which belongs to the same segment but differs in taste, quality etc.

In order to counter existing competitors, our marketing team could look at

the pricing where we can price the product below competitors’ product to

gain market share. Regarding this, Kookie Dough will also have promos and

vouchers in order to increase market awareness.

The major challenge faced by our company is market development because

it is quite costly. It requires huge capital investment to keep the company

going. If the investment in the new segment doesn’t succeed or failed, then

the whole strategy turns out to be worthless. So, Kookie Dough will develop

good relationships among possible future partners in the business industry.

We will conduct customer satisfaction surveys in order to know the certain

problems that we should solve, and to know the strategies that are working

for our customers.

Product Development

Product development, also called new product management, is a series

of steps that includes the conceptualization, design, development and

marketing of newly created or newly rebranded goods or services

(TechTarget Contributor). Kookie Dough will not only focus on crinkles but

also on other foods and beverages. Shortly, our business will also offer

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drinks, cupcakes, cakes, services and rice meals which are nutritious and

good for people.

Competitive Strategies

Competitive strategy is a long-term action plan developed by businesses

to achieve a competitive advantage over their industry competitors. The aim

of this strategy is to achieve an above-average position and a higher Return

on Investment (ROI). This approach is critical for businesses operating in a

dynamic environment with a plethora of similar goods available to

customers.

1. Cost Leadership

The company's main goal is to become a lower-cost producer in

the industry by enacting production in large-scale operations that

enable the company to gain economic advantage. Strong negotiating

skills, large capacity utilization, and advanced technology deployment,

to name a few, are all essential factors for successful cost leadership.

Cost leadership refers to a company's goal of being the lowest-

cost producer in its market. Cost advantages can come from a variety

of places, depending on the industry's structure.

2. Differentiation Leadership

Kreenkle Vine is a one-of-a-kind crinkle in the pastry industry

since its main ingredient, “ampalaya” or bitter gourd, is both vegan

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 and organic. Vegan products are a novel concept for a pastry product

in Brgy. Bonuan Guiset, Dagupan City, and they are only well-known in

other richer countries, so they will entice consumers to purchase and

try them. It will also distinguish the product from other pastry products

in the area.

3. Cost Focus

This approach is somewhat similar to the cost leadership

strategy; however, the cost focus strategy companies target a specific

segment within the industry, and that segment receives the lowest

price for the product or service. This form of strategy will help please

the customers while still increasing brand recognition.

4. Differentiation Focus

Differentiation Focus Strategy focuses on a specific market

segment; however, instead of providing cheaper rates to customers,

businesses distinguish themselves from their rivals. To cater to its

target segment, the Differentiation Strategy provides unique features

and characteristics.

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LEADER’S ASSESMENT

Leader: Rombaoa, Nathaniel Zoe L.

Members:

Alvaro, Quezonia May M. – 95

Ayco, Aron Ace G. – 100

Brioso, Jean Valerie C. – 100

Canto, Jerwin Bert N/A – 100

Collado, Jenelle A. – 100

Florida, Mc Jetro O. – 95

Hilario, Melody T. – 85

Mallari, Jamiel L. – 85

Mariano, Kayeclyn M. – 100

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Morden, Jona Mae G. – 85

Piso, John Kevin N/A – 100

Sembran, Christian S. – 85

47