Corn Coffee Maikape 6

Feasibility Study: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023 56

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Executive Summary a. Business Description Name of the Firm Maikape is the business to be established that has been agreed upon the partners. The brand name 'MaiKape was derived by combining the Tagalog words Mais (corn) and Kape (coRee); hence, corn coRee is the business's trademark with its tagline Ang Mais na lagi mong kapiling. The purpose of Maikape is to propose a healthier and cheaper coRee alternative with the use of native ingredients while also supporting the growth of the local coRee industry. By producing the proposed product with beneficial ingredients, it makes drinking coRee much healthier and enjoyable, reassuring consumers that they can still enjoy their favorite beverage without the negative side eRects. Location Summary Maikape Corn CoRee's physical store would be in Gold Arcade, Gonzalo Puyat St., Santa Cruz, Manila. The proposed location is one of the dynamic places in Manila, as there are various businesses, such as restaurants, pawnshops, electronics appliances, and other nearby establishments. The busy business district partnered with numerous transportation routes makes the area a hotspot for passerby's and commuters. Nature of the Business The company's goal is to promote a cheaper, healthier coRee alternative using locally sourced ingredients while also fostering the expansion of the regional coRee market. The company needs establish a reputation as a well-known Corn CoRee shop chain with a global presence in order to accomplish this aim. History of the Business CoRee is believed to be one of the most popular beverages in the world (Merritt, 2020). It is a valuable good that is essential to the economy of numerous coRee-exporting nations and a major cultivated trade that supports people's livelihood. In Asia, where more than one third of all coRee is produced, drinking coRee has emerged as a cultural phenomenon. Being renowned for producing some of the finest and most distinctive coRees in the world, Asia has seen an emergence of a distinct coRee culture. According to Lynch (2018), coRee shops have become the social hub of the public, acting as a gathering spot for friends, acquaintances, and even business meetings. The atmospheric aura that coRee shops oRer becomes the perfect place for people to socialize, be entertained, or simply spend some time. Filipino's have been known for their fondness for instant coRees. However, more and more Filipinos are looking for healthier alternatives. This is when the researchers came up with the idea of using Corn CoRee along with natural additives as a healthier and easily accessible alternative to traditional coRee. a. Market Analysis In the coRee industry, Maikape falls under the specialty coRee type. 7-eleven's city blend is the firm's indirect competitor and major threat due to its close proximity to the business's location. However, 82% of the locale's demand is unsatisfied which means that 7-Eleven City Blends is unable to satisfy Residents of Barangay 303 Sta. Cruz, Manila's demand for CoRee. This aspect presents the business market segment, an analysis of its competitors, and the supply-demand gap of its market. b. Marketing Feasibility Maikape's marketing activities include social media promotions to further strengthen its brand recognition. It positions itself as brand that oRers and supports local products which can be produced in diRerent varieties, where the business can assure that the produced product will be safe and healthy for its consumers This aspect presents the firms market description, a SWOT and PESTLE analysis, its Marketing Strategies and Positioning. d. Technical Feasibility The firm would be renting Gold Arcade's Unit 4 for its production, management, and marketing activities. The entire unit's area is 30sqm and would be divided into a production area, management oRice, and lounge. This aspect presents the firm's product and its characteristics. Relative information such as production cycles and schedules are presented in this aspect along with the business's location and layout. e. Management Feasibility Maikape's vision is To position ourselves as a known Corn CoRee shop chain with a global presence. The company's vision, mission, and pre-operating and operational operations are all presented in this component. This element also includes information about the organizational structure, requirements, and corporate policies. f. Financial Feasibility With earning a profit of Php 1,045, 816.71 in its first operating year and a total of Php 2,413,635.05 within its five years of operation, Maikape has established itself in the market as a trusted and well-received specialty coRee brand. This section outlines the business's financial assumptions, which are used to assess the viability of the venture. g. Socio-Economic Feasibility Barangay 303 in Sta. Cruz is in District Ill of the City of Manila and has a total residential population of 3,337. With the firms plan to expand the business to a new market by producing and introducing new products, job opportunities are surely to increase in the vicinity of Sta. Cruz, Manila. The socio-economic component focuses on how Maikape's business activities influence and aRect the social development of the area in which it works.

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