CHAPTER 2: Marketing Study

1. Situation Analysis
Sweet Deli Food is a start-up company. Marketing is critical to its success and
future profitability. Sweet Deli Food offers creative and new taste when it comes to
Filipino delicacy.

The basic market need is a high quality, creative, and nutritious sweet company
servicing the Philippine market population. Sweet Deli Food will meet this demand
with an ever expanding innovative repertoire of our countries sweet delicacies.

2.1 Market Summary

Pasalubong could either be food, trinkets, or any other thing which you know
can make your loved ones truly happy.
Food is the most common form of pasalubong. Filipinos would always go for
pasalubong centres where they can purchase the best delicacies of the place. Just
like the rest of the Philippines, Bacolod City also puts a special emphasis on this
special and classic Filipino attribute, which is perhaps why there are a lot of
pasalubong stores situated in the City of Smiles and noteworthy but sadly not all
Filipinos can travel all the way to Bacolod just to taste their special delicacy the PIAYA
so SDF will make it close to them.
2.1.1 Market Demographics
Geographic

Geographically, there are lots of urban places here in our country and
Manila is our first target to state our business. Manilas geographical location
turns out to be a place with many crossings/ junction along the way. SDF
targeting these places because the company believes on the saying
Remember you have something you forgot. Stopping on the junction point
will made our customer to remember that they need to have pasalubong to
their family.

Demographic


2.1.2 Market Needs
SDF is providing its customers with a progressive menu offering of different
delicacies. Typically our main product which is piaya is bland, traditional, and far
from innovative. SDF is meeting the market need of a wider menu offering our
customer a new taste of piaya. SDF seeks to fulfil the following benefits that are
important to our customers.

Selection: Even in a limited me.

Customer Service: Customers will be impressed with the level of attention that
they receive.

Competitive Pricing: Reasonable price that can afford by many customers

2.1.3 Market Trends

2.1.4 Market Growth

2.2 SWOT Analysis

2.2.1 Strengths

New Business

New Taste

Innovative

Limited Competitor

Nutritious

2.2.2 Weaknesses

Perceived Lack of Demand

No Reputation

Fewer Items Menu

Weak supply Chain

Low Capital

2.2.3 Opportunities

Increase outlets

Encouraging Cultural Growth

Investors

Introduce new recipes suited to local taste

2.2.4 Threats

Competition

Bad Economy

Health Conscious habit

2.3 Competition

The only competitors that we have are the local stores that provide same
items we have.
2.4 Product Offering

2.5 Key to Success

o

Keys to success for SDF will include:

1. Providing the highest quality product with personal customer
service.
2. Competitive pricing.

2.6 Critical Issues

3.0 Marketing Strategy

Sweet Deli marketing strategy will be education of the consumer and

subsequent word-of-mouth.
We will become known as a unique store

experience as well as a superior pastry shop. Customers will be reached

through fliers, newspaper advertisements and special holiday promotions.

Location will also play a crucial role in marketing and promotion. The business
will be located in high-traffic retail area in lots of urban area.

3.1 Mission

Sweet Deli is a hospitality company dedicated to providing high-quality piaya

in a comfortable atmosphere for clients who seeks for a new taste and
experience inside and outside the store. We intend to make enough profit to
generate a fair service and to finance continued growth and development in
quality products. We also maintain a friendly, fair, and creative work
environment, which respects diversity, new ideas, and hard work.

3.2 Marketing Objectives

Sweet Deli Food marketing objectives to place many store to all urban places such as
Manila is to:

Understand the markets basic requirements of the product. Market potential

of the product

Competitive environment of the chosen product

Market dynamics in terms of consumer behaviour about the product

3.3 Financial Objectives

3.4 Target Markets

3.5 Positioning

3.6 Strategies
3.7 Marketing Program

3.8 Marketing Research

4.0 Financials
4.1 Break Even Analysis
Break even analysis
Monthly Units Breakeven
Monthly Sales Breakeven
Assumptions:
Ave. Per Unit Revenue
Ave. Per Unit Var. Cost
Estimated Monthly Fixed cost
4.2 Monthly Sales Forecast
Sales

2014

2015

2016

Foods

Beverages

Total Sales

Directly cost of
Sales

2014

2015

2016

Foods

Beverages

Total Sales

4.3 Monthly Expense budget

Marketing Expense Budget
Website
Advertisements
Printed Material

2014
P
P
P

2015
P
P
P

2016
P
P
P

Total Sales and Marketing

Expenses
Percent of Sales
Contribution Margin
Con. Margin Sales