JOANNA M.

JACOB 12 ABM 3-ASSET

Evaluation : Marketing Plan Development

Business Name : "KAON TA " ( filipino food cuisine)

I.Executive Summary

Kaon ta is a great place to eat, combining an good atmosphere with excellent, interesting food. The
mission is not only to have great tasting food, but have efficient and friendly service because customer
satisfaction is needed. We want to be the restaurant choice for all families and singles, young and old,
male or female. Employee welfare will be equally important to our success. Everyone will be treated
fairly and with the utmost respect. We want our employees to feel a part of the success of Kaonta. Happy
employees make happy guests.We do see moderate growth over the first three years, because restaurants
depend on word of mouth and we’ll be able to meet capacity requirements to grow as shown here.

II.Study Background

A. Brief History

'Kaon ta ' is an ilonggo term of lets eat.Before it become a restaurant it started in a small carenderia build
by the late father of Joanna Jacob (owner of kaon ta restaurant).She take over the business in order for
their family to survive in poverty.Joanna apply what her father taught her in cooking.At first only few
customer eat in their small carenderia.Then she continue to cook until lot of customer requested for her
dishes.Their carenderia become well known in their town.The small carenderia became bigger and bigger
and turn it as a restaurant.They only serve filipino dishes that are mostly like by their customer.

B.Mission and Vision

Mission

Restaurant encourages the cleanliness and promotion of individuals through cooking and serving. We
innovate, to grow and diversify our business.

Vision

To be preferred partnership and sharing ideas as one. We nurture a performances of value of time and develop
our people

C.Product /Service Offering

▪Adobo
▪Bulalo

▪Pancit Palabok

▪Crispy Pata

▪Sinigang

▪Letchon

▪Sisig

▪Kare-kare

▪Kinilaw

▪Etc.

Dessert

▪Halo Halo

▪Ice Cream

III.Macro - Enviromental Analysis

A.Economics

▪Inflation Rate

▪Interest Rate

▪Money Supply

B.Politico Legal

▪Taxation Policy

▪Monopoly Control

▪Employment Law

C.Sociocultural

▪Age Profiles

▪Change of lifestyles

▪Attitudes and Values

▪Patterns of Ownership
D.Demographic

▪ Ethnicity

▪ Education Level

▪Country /Region

E.Technological

▪Rate of technology transfer

▪Developing technological Process

F.Natural

▪Increase Pollution

▪Shortage of raw materials

▪ Government Intervention

IV.Opportunities and Threats

Opportunity

▪Attract investor

▪ Expansion of menu

▪Expansion of land

▪Loyal returning customer 24 hours a day

Threats

▪Similar Restaurant competition

▪ Low mininum wage

▪Competitors offer cheaper price

▪Competitors is located nearby

V.Micro -Enviromental Analysis

A.Company

▪Company

▪ Competitors
▪ Leadership

▪Suppliers

▪Shareholders

▪Emloyees

B.Suppliers

▪Increase selling price

▪Shortage of Supply

C.Customer

▪High demand of needs and wants

▪High Expectation

D.Competition

▪Selling the same product

▪Same target Market

E.Publics

▪Promote actual product and services

Strenght and Weakness

Strenght

Better service,Cleanliness ,Low price,Experienced management team

Weakness

Long waiting duration, Lose of staff, Decreasing profit, Limited market share

VI.The Market

a.Market size

Target Market Number of Target Market Market Size

Resident City 20% 60,000

Family Date 10% 30,000

Lover Date 20% 60,000

Weekend Getaway 30% 90,000

Visitors Getaway 15 45,000

Total 100% 45,000

b.Market needs

▪dentify and examine competitors

▪Experience and performance of the staff

▪Good convenience

▪Reliability

c.Market Trends

▪Recent changes

▪Future prediction

▪Plan to meet the good condition of business

VII.Marketing Objectives

▪Achieve revenue growth of 20% per year for the next five years

▪Increase our market share

▪Increase visitors number

▪Improve product quality

VII.Marketing Strategies

a.Product /Service Strategy

i.Target Market

▪Resident of the city

▪Lover date

▪Families
ii.Brand Positioning

'Kaon ta' is a friendly restaurant that sell affordable dishes for their customer.It also promotes
cleanliness in environment .

b.Pricing Strategy

Adobong Manok - 250.00 Bulalo-350.00 Buko Halo- Halo - 150.00

Adobong Baboy-300.00 Pancit Palabok- 400.00 Ice cream - 135 .00

Crispy Pata - 300.00 Kare -Kare - 200.00

Sinigang -200.00 Kinilaw -200.00

C.Distribution Strategy

▪Advertisement

▪Internet Marketing

d.Advertising and promotional strategy

▪Free gift with purchase

▪Providing free samples

▪Limited time offer

IX.Tactical Implementation

▪Focus on customer wants and needs

▪Replace and upgrade the business

▪Create an outstanding balance on profit

X.Marketing Budget

ADVERTISEMENT EXPENSE

Description Estimated Actual Difference

TV Ads 18,500 20,000 1500

Newspaper Ads 23,000 28,000 5000

Brochure 10,000 15,000 5000

Banner Ads 15 000 15,400 400

Business Cards 25 000 28,500 3500

Sub Total 91,500 106,900 15400

Employee Expense

Description Estimated Actual Difference

Marketing Chief 50,000 80,000 30,000

Marketing Manager 40,000 68,000 28,000

Sale Executive 30,000 55,00 25,000

Sub Total 120,000 203,000 83,000

XI.Feedback

▪Provide useful, constructive feedback

▪Keep it civil and friendly

XII.Financial Projection

Month 1 2 3

Sales

Revenue P 50,000 P 60,000 P 65,000

Total Sales P 50,000 P 60,000 P 65,000

Material Cost P 20,000 P 22,000 P 25,000

Labor Cost P 30,000 P 35,000 P 42,000

Cost of Goods Sold P 50,000 P 57,000 P 67,000

Gross Margin P 15,000 P 17,000 P 20,000

Percent 30% 28.33% 30.77%

Operating Expenses

Advertising P 5,000 P 1,000 P 5,000

Amortization 0 0 0

Cleaning P 300 P 300 P 300

Total Operating P 8,000 P 1, 300 P 8,000