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100			_e _e _aCastillo, Ma. Sofia C., Cruz, Bianca Denise., Duro, Illeana Eicka T., Flores, Noriel F., Gaddi, Daniel M., Garcia, Hannah Sophia A., Hanopol, Rikki Mae B., Lacap, Monique Jennine A., Sun, Joyce Caila M., Tayota, Aecelle D. _d _b4 _u _c0 _q16
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245		0	_a _aA Feasibility Study of expansion of yogurt joy and introducing frozen yogurt in Intramuros, Manila _d _b _n _c _h6 _p
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250			_6 _6 _aCastillo, Ma. Sofia C., Cruz, Bianca Denise., Duro, Illeana Eicka T., Flores, Noriel F., Gaddi, Daniel M., Garcia, Hannah Sophia A., Hanopol, Rikki Mae B., Lacap, Monique Jennine A., Sun, Joyce Caila M., Tayota, Aecelle D. _b
260			_e _e _a _b _f _c _g
264			_3 _3 _a _d _b _c4523146
300			_e _e _c _a188 pages _b
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500			_a _aFeasibility Study: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023 _d _b _c56
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520			_b _b _c _aExecutive Summary A. Name of the Company The business name is Yogurt Joy. The owner, Ms. Mary Joy, is a yogurt enthusiast because Yogurt is healthier compared to other store beverages like milk tea and sodas. When choosing the brand name she chose to add the word yogurt to describe the main ingredient of their products which is yogurt and it also happens to be a popular drink in recent years which made her decide to enter the yogurt business. Thus, Incorporating the name yogurt to their company name will make it easier for customers to remember the kind of product they offer. Meanwhile, the owner herself has decided to combine her favorite beverage with her name 'Joy' to establish the business that is now Yogurt Joy and adding the word joy not only is a name but also gives a message to consumers that they can experience some joy when they decide to enjoy a product offered by Yogurt Joy. B. Company Logo The company utilizes a word mark type of logo which spells out their name and consists only of a simple design. It is intended to make it readable, and it is likely to be remembered by the consumer if they can see it on the logo. Also, Yogurt Joy is a new business and player in the yogurt industry, word mark type of logo allows their business to build brand recognition. Yogurt Joy also utilizes a letter mark type of logo as their secondary logo which is intended for branding purposes that will be pasted on their items like pins, uniform, and packaging. Meanwhile, the colors of the logo consist of pastel yellow and pink because the owner wants the consumers to differentiate Yogurt Joy from its competitors. Also, the business aims to capture the younger audience with its vibrant and appealing logo. Since the business wants to incorporate the word joy or the feeling you can get when you order from Yogurt Joy, the pastel yellow in the logo symbolizes the winking which aims to reassure customers that they will feel the joy. C. Location of the Business Yogurt Joy offers various flavors of yogurt-based beverages which includes mango, strawberry, blueberry, oreo etc. They also have beverages like milk tea, fruit tea and frappe which are among the popular drinks offered today by several businesses. However, Yogurt Joy aims to offer beverages that are both enjoyable and healthy for the consumers. Yogurt Joy's tagline is Joyfully Healthy which highlights the commitment to wellness and balanced choices as the business aims to increase the number of people who enjoy consuming yogurt. D. Long-run Objectives The study intends to determine the feasibility of opening a new Yogurt Joy branch in Intramuros, Manila and add a new product in their yogurt line which is the frozen ice cream yogurt which aims to promote a range of healthy options. From yogurt-based beverages, the ice cream will cater to consumers who like ice cream and those who want to shift to a healthier option of dessert. E. Highlights of Major Assumptions Yogurt Joy assumes that expanding another Yogurt Joy branch within the walls of Intramuros, Manila, is a good investment. This area, which battles the heat of Manila, is crowded with diverse people, primarily students, as there are four prominent universities. Students are the primary target of Yogurt Joy since they are the ones who are most likely to enjoy cold beverages and treats. With the aforementioned, the researcher assumes that a rental place beside a famous convenience store and printing shop inside Intramuros is ideal for establishing the new Yogurt Joy store. The researchers also assume that adding Frozen Yogurt to Yogurt Joy's menu is suitable because of the significant attention and market it has gained in recent years. The brand will allow consumers to customize their frozen yogurt with different toppings and sauces. By adding this new product and expanding Yogurt Joy, the brand can be more at par with its competitors. Furthermore, in line with the expansion of Yogurt Joy and its new product offering, all sources of finances will come from the owner, Ms. Mary Joy B. Calinao. The researchers and Yogurt Joy will take approximately five (5) months to build the new Yogurt Joy brand and introduce Frozen Yogurt as the brand's latest offering. This time frame is allocated to ensure that all necessary requirements, such as government documents, are fully accomplished. _u
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