Arenas Katrin, Dizon, Jean Marion, Estabillo, Arbe Shane, Hukom, Angelique, Leyson, Angelica Marie, Macalindong, Lord Wayne, Mijares II, Sonly, Santos, Jean Faye, Trillana, Christian Oliver 4 0
A feasibility study creating a healthier sweets Vita-Col-Fruit Jelly at Makati City 6
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Feasibility Study: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023
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Executive Summary a. Business Description Vital-Col Fruit Jelly is a candy product that is not an ordinary jelly but consists of organic ingredients that have health benefits such as fruits that produce vitamins and also has a collagen ingredient. Vita-Col Fruit Jelly belongs to the food industry under the confectionery category. Vita-Col Fruit Jelly is made up of three different real fruits as its variation of flavors and natural fruit bits as fillings in the jelly. The location of the business will take place at Makati City, NCR, Philippines. Since the pandemic, most people prioritize healthy living especially leveling up their vitamins intake to boost their immune system. The organization's primary objective is to provide a healthy candy for Filipinos' insatiable cravings for sweets and growing market demand for manufactured delightful sources of vitamins against illnesses with innovative and visionary notions, the business shall participate on social media platforms such as Facebook and Instagram to reach a larger audience of potential consumers. With the ongoing global health crisis, the business shall imperatively ensure that its offerings are made in compliance with various food safety standards, guaranteeing the public safe food consumption across the range. b. Market Analysis Vita-Col's actual target market is people within the age range of 26 years old and above. All genders will be catered and our target market's monthly income ranges from P10,000.00 and above and a monthly allowance of P3,000.00 and above. We also chose people who are impulse consumers and health conscious because they are the ones who will most likely buy our product and are also low to medium spenders. We also chose consumers that prefer organic ingredients for psychographics and supermarkets, convenience stores, and drugstores for our distribution channels. The estimated population of Makati in 2023 is 661,298 and 19% of the population is within our age range. 69.8% of the population within our age range says that they will buy our product. Our total demand and supply gap is 21,731,971 for the year 2023. The industry where Vita-Col is categorized is also projected to increase by 5.1% this 2023 and 6.44% yearly from 2024 to 2027. The confectionery industry is growing and so is our product in the future. Based on our data, the consumers are willing to pay for our product from P50-P70. Our revenue projections also show that we are profitable and our return on investments will be fulfilled after 2 years and 5 months. c. Marketing Feasibility Vita-Col fruit jelly intends to discuss the location where it will be distributed by the use of distribution channels such as supermarkets, convenience stores and drugstores particularly in Makati City. Vita-Col Fruit Jelly is a high-quality produced product that is ideal for consumers who value their health. It has fruit bits inside and is made from real fruits that give a lot of health benefits and collagen that is good for bones, hydrate skin and reduce wrinkles. It comes from three flavors which are orange, lychee, and strawberry. The price of 50g Vita-Col fruit Jelly is P39.50 and value based pricing was used to provide our customers a product that is worth paying for. Vita-Col Fruit jelly comes from the words Vitamins and Collagen. The logo uses a combination of colors to make it more attractive to the consumers and different fruits to represent our brand since our base ingredient is fruits. Vita-Col Fruit Jelly is different from its competitors because the main ingredients of the product are made from real fruits which gives its natural vitamins and health benefits. In addition, the researchers wanted customers to remember that we offer a product which will provide them with a healthy benefit once they consume it, thus we came up with the tagline Jelly Made Healthy for Vita-Col Fruit Jelly. d. Technical Feasibility Our technical feasibility study deals mainly on how we will deliver the product to our customers. Vita-Col Fruit Jelly will be manufactured with the use of machineries and equipment. In order to produce our product, the process of making the jelly should be followed properly. Vita-Col Fruit Jelly's manufacturer will provide the instruments and supplies needed for producing the product. Moreover, the business will have 10 employees for its production and process operations. Each of them will have different tasks and responsibilities in order to reach our daily quota. Lastly, the facility and layout of the store will be made by our graphic and interior designer. (Based on Figure 6) This will be the primary location for the business' daily operation. With this layout and design, the business will look presentable, and the products will attract more customers. These processes and methods under technical feasibility are necessary in order to run the business efficiently. e. Management Feasibility Vita-Col Fruit Jelly will be organized as a general partnership, also known as a partnership, that consists of ten members. We, the researchers, decided to invest 200,000 pesos individually in order to start-up our business. Since we are a general partnership, the profit will be distributed equally to the 10 people who invested in the capital. Our estimated return of investment is 2 years and 5 months. After careful consideration of the advantages and disadvantages, it is determined that it is the ideal structure for a new firm, as many general partnership businesses have lower initial expenses than other types of business structures. Additionally, because it is not registered with the Securities and Exchange Commission (SEC) and is subject to a few laws and monitoring requirements, it is easier and faster to establish. Additionally, beginning costs often include the cost of basic equipment, marketing, and office utilities. In spite of that, the disadvantage of this style of ownership is that it entails unlimited liability, which means creditors can pursue the business's assets and property as well as the owner's personal assets. In summary, the law respects both the business and the owner equally. This consistent treatment has significant tax implications. On the other hand, Partnerships and corporations can reduce their tax liability through business expenses and other tax avoidance tactics that sole owners cannot. Furthermore, the development and reach of a single proprietorship are limited when compared to that of a corporation. In addition, seven partners will each contribute an equal amount of initial capital and will oversee the commercial operation. f. Financial Feasibility This feasibility study highlights the potential effects of operating the proposed products and quantifies the marketing, operational, and management components of the business. All significant financial related assumptions for the proposed business are included in the study's financial section. This contains the complete income statement, which depicts the profitability of the business, the balance sheet, a summary of the financial status of the company, the predicted inflow and outflow of cash during operations are shown in the cash flow statement, and the break-even analysis as the final step, which identifies the moment at which the company will start to turn a profit. g. Socio-Economic Feasibility Vita-Col Fruit Jelly aims to discuss the benefits and advantages of the proposed business and how it will impact the economy, jobs, environment, household, and government. Vita-Col will help make a community that is healthy and active by giving them a healthy option while enjoying sweet snacks. This will also create several jobs that the community can benefit from. This will also make the community aware of what collagen does to help the body create structure, support or strength to your skin, muscles, bones, and connective tissues.