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FEASIBILITY STUDY

I . E X E C U T I V E

S U M M A R Y

Sometimes a full-scale study cannot be justified because there are too many
unknowns, or because a critical piece of information is lacking. In such circumstances a
feasibility study may be warranted. A feasibility study is undertaken before the real work
to determine whether to proceed with a project and decide the best approach to adopt.
Feasibility studies can be extremely important in reducing uncertainties for planning
thed e f i n i t i v e s t u d y, a n d o f t e n p r o v i d e r e a s s u r a n c e t o f u n d i n g b o d i e s t h
a t t h e w o r k h a s b e e n thoroughly thought through. Sour business Queen Pitahaya
Fruit Shake (Dragon Fruit) bears the vision of providing fun,
deliciously appetizing, uniquely enchanting food and beverage products while
maintaining our commitment to uncompromised quality at economical rates with a
heartening purpose to cater to societys needs, taste and preferences: rather than
simply convincing our customers to try and like whatever products we develop.
Dragon fruit contains much health benefit and uses, that is why we develop
something that will really help customers satisfied their needs and wants. Queen
Pitahaya Fruit Shake keeps our body healthy, inside and out. Developing a new
product for the public is never an easy undertaking. The number of
new products that actually make it is insignificant to the total numbers that are
actually produced. We as a student believe we have found one of those products that will
make an impact and
ultimately be successful is a shake. The healthy shake will provide our customers with an
almost endlessamount of healthy alternatives to the other drinks. This
information will provide sales, costs, profits, market, competitors, distribution, and
the macro environment balance
The healthy fruit shake will promise you customers to provide the quality, reasonably
priced product in industry. We aim for continuously generate awareness, interest and desi
re for our product, resulting in frequent purchases by the customers.

I I . I N T R O D U C T I O N
A . Background of the Study
Dragon Fruit Shake has a delightful and pretty mild taste, not too sweet but
just perfect to appeal with the consumers taste buds. It is made from fresh dragon fruits,
non fat milk, and green stevia. Our product will offer numerous health benefits that are
good for the body and will cater the ever increasing demand for a healthy food and
beverage choice, diets and losing weight. D r a g o n f r u i t a r e a m o n g t h e m a n y
w o n d e r f r u i t s t h a t a r e s a i d t o p r o v i d e m u l t i p l e h e a l t h benefits and include
a whole array of nutrients, vitamins, fiber and anti-oxidants. It is best for all diets
because it has low calories and is rich in fiber that can help avoid
constipation, improve your digestive health and help you reduce weight naturally
without health risk. Others call this as a super food due to its powerful healing
properties. Non-fat milk which is also one of the ingredients of the product offers
the goodnessof milk but minus the fat, which makes it an easy addition to ones balanced
diet. It gives nutrition tothose who put importance to managing to control their weight
and staying fit. We use green stevia as a sweetener. It is an all-natural food supplement
that is said to be 300times sweeter than ordinary sugar. Proven by experts, green
stevia has zero calories, zero fats, zero sodium and zero cholesterol.
B.Name of the Enterprise
The name of the enterprise is one of the most important things that
are needed in
t h e business. QUEEN PITAHAYA FRUIT SHAKE is the primary name of the business.
PITAHAYA originated from the word Hylocereus undatu, commonly known as dragon
fruit is among the most nutritious and wonderful exotic fruits.
Hylocereus undatus is one of the most popular and cultivated cacti species of the genus
Hylocereus, especially for the fruit industry while we choose the name QUEEN
because the 4 partners in the business are all girls. We create t h i s k i n d o f n a m e i n
o u r b u s i n e s s b e c a u s e i t s e a s y t o m e m o r i z e o r t o f a m i l i a r i z e b y t h e
c u s t o m e r s , i t s u n i q u e n a m e a n d i t s o u r w a y t o a t t r a c t t h e m a n d i t
c o u l d b e a t r a d e m a r k f o r quality products.
C.Statement of the Problem
These days, consumers are considered as the king of the market. Their needs
and demand varies from time to time because of the changes in technology,
fashion, tastes, behavior and lifestyle. Consumers of today are becoming more
conscious about their health so as to manage health related concerns, thus
consumers demand for a healthy food choice, diets and losing weight.

D.Objectives of the Study


Stated below are the lists of objectives that this study is contemplating on pursuing.
1 . To o f fe r a h e a l t h y b e v e r a g e t h a t s a t i s f i e s t h e f a s t c h a n g i n g
c o n s u m e r p r e f e r e n c e s f o r a shake drink .
2 . To b e a b l e t o e a r n p r o f i t .
3. To gain market share.
I I I . M A R K E T I N G

P L A N

A.Analysis of the Customer Environment


There are groups of customers for our Dragon Fruit Shake and the needs are
different from s e g m e n t t o s e g m e n t .
I t i s p r i m a r i l y f o c u s e d o n s e g m e n t s i n c l u d i n g K i d s , A d u l t s , H e a l t h Con
scious, and the Youth market. The table shows the segments for Dragon Fruit Shake
Segments

Benefits
Nutrition

Demographics

Behavior

Psychographics
Professional

25-50

Nutrition
alternative
drinkers

Adults
Health

On the go

Taste drinkers
Price
Health
Conscious

Health
Nutrition
Low calories
rich in fiber,
vitamins,
minerals,
calcium and
antioxidants
prevent the
formation of
cancer cells.
Manage blood

Parents
18+

Diet and Health Dieters


conscious
drinkers
Health
Long-life
oriented
Professionals

pressures,
controls
cholesterol
levels, best for
diets.

Youth

Trendy taste

14-18

Taste drinkers

Not a child yet


not yet an adult

Tasty drinkers

Possibly
wanting to drink
what adults
drink but
without the
adult taste.

Mobile

B . Tar g e t M a r k e t
Primary
ADULTS: Between 25 to 50 years old age Professionals and parents
Become more conscious about their health
Preferred healthy beverage
Choose food and beverages that offers extreme health benefits rather than better taste
Concern with the price and quality of the product.
HEALTH CONSCIOUS: Between 18+ yrs. Health professionals and people who are
conscious or want to improve their health.
Prevent sickness
Find solution to their health condition
Want to live longer
Dont care about the price
Secondary

YOUTH: Between 14 to 25 years old age.


Loves to drink cool stuff
Drink for style
Easy to be influenced by TV, magazine and online advertisement
Purchase cheap drink
Preference depended on fashion
C.Marketing Objective
Create strong consumer awareness for dragon fruit shake through our 4Ps
Meeting and satisfying consumer needs and wants profitably
To increase market share
Analyzing marketing trends.
Monitoring competition
Increasing positive perception among our customers
D.SWOT Analysis
Strength
Health benefits of the dragon fruit especially to those diabetic people
Clear vision of healthy products
First product introduce which is dragon fruit shake
Weakness
The dragon shake will place in selected malls particularly in Cavite
Offers small place unlike other similar stores
Opportunities
Nowadays, most people are shifting for healthy kind of living due to arising of much
kind of diseases and sickness
Opportunity to extend the dragon shakes business because of the possible
demand of the people
Threats
Intense competition with both direct and indirect competitors
Unbounded changing of customers demand and preferences
E.Marketing Mix
Product

Dragon Fruit Shake is made from pure, fresh and naturally grown dragon
fruits. We do not use artificial sweetener but rather an all- natural sugar
substitute. It has a delicious, creamy, delightful taste. Each cup of our shake
offers a lot of health benefits for our customers at an affordable price thus,
making their money worth spending on.

Place
Dragon fruit shake will be having its first store at food court of SM Dasmarias. We will
not place our store at roadside locations as we promote healthy beverage and we dont wa
nt our product to be exposed on different toxins and smoke coming from the vehicles.
We will operate on a safe and clean environment.
Price
The business will use the Cost-plus pricing strategy to calculate for the price of dragon
fruit shake. The price will be set based on the production cost, including both direct and
indirect cost at our projected sales volume, and our standard mark-up. Our product is
competitively priced and is very affordable for consumers to buy. Taking into
account the extreme health benefits
our product can offer, we are very sure that their money will
be worth spending on consuming our product and making it as a staple on their healthy
diet.
Projected market price for Dragon fruit shake will start at:
P 26 for small;
P 40 Medium;
P 52 large.
Competitors Price
Zagu
Fruitas
Queen Pitahaya Fruit Shake
Promotion (IMC strategy)
Sales Promotion

Baby z: 30; Regular: 36; Grande 42


16oz: 45; 22oz: 55; 32oz:85
Small: 26 Medium:40 Large: 52

I n - s t o r e S a m p l i n g
Wil l b e c o n d u c t i n g s a m p l i n g p r o g r a m a t S M Dasm
arinas supermarket and at the same time, giving away
f l i e r s a n d encouraging them to visit and try to buy the product at the
store located at the food court.

Exposition/ Trade fair


j o i n t r a d e f a i r s t o i n c r e a s e a w a r e n e s s o f t h e existence
of our business. This would also give us the chance to showcase the
goodness of our product. We will have free taste of our product
and we will a l s o s e l l o u r p r o d u c t i f p e o p l e w o u l d l o v e t o
b u y. We w i l l a l s o h a v e t h e chance to be seen and known by a lot of
bloggers.
Public Relation
S o c i a l M e d i a
- Integration to social media can create dynami
c , measurable ways to engage the community and drive bottom-line
results. We will create fan pages on websites, such as Facebook, to
start marketing our product online. Often
post interesting information about our product,
entertaining stories, comments to continually dra
w i n t e r e s t f r o m consumers. Place ads on Facebook to
attract even more consumers to our fan page. We could also
have fun games, surveys, contests and customer testimonials.
Direct Marketing (For future Direct Marketing efforts)
Television, newspapers and magazines will be use
to advertise our product. Our e x i s t e n c e a s w e l l a s t h e
health benefits of the product will be the main focus of
t h e advertisement.
Television Shows
catering sponsorship on Television Health Shows like Salamat Dok
Newspaper
advertisement on newspapers like Philippine Daily
Inquirer a n d M a n i l a B u l l e t i n w i l l i n c r e a s e p e o p l e s a w a r e n e s
s e s p e c i a l l y t h e professionals
Magazine

advertisement on magazines like Womens health and Mens health is


directly targeted towards the health conscious market. We will also
have advertisement on Candy Magazine. This will be directly targeted
towards the Youth market. All this direct marketing efforts can
generate awareness and induce them to try and purchase or product.
Feedback from Customers
Conduct focus group to analyze our product for future product development

F. Investment Requirements

Crushed chocolate cookies

H. Demand / Supply
Demand
This project would provide the target market mostly the health conscious
between 18years old and up, adults between 25 years old up to 50, those who are
professionals and parents and also the youth between 14 years old up to 25 who visited
SM Dasmarias.
Supply
Based on our personal interview, the population of health conscious people
who visited SM Dasmarias wants to avail our product offering and thats where we
determined our supply.
I V.T E C H N I C A L A S P E C T
Our management will provide cleanliness for everything, especially to our
drinks for the satisfaction of customers.

A.Projected Location Site

D.Forms of Business

The Dragon Fruit Shake will be operated by 4 persons as partners. Dragon Fruit Shake
was
a partnership business accounted as limited firm and owned by the following persons: Ma
. FeVictoria N. Alano, Dyann Bucaling, Sharmaine Lyka P. Vecino, and Melody
M. Ramos.
The business started with a capital amounted to 100,000.00 having equal contributions fr
om theowners.
E.Organizational Structure
The figure has shown the organizational structure of Dragon Fruit Shake which composes
an Operational Manager, Bookkeeper Personnel, Marketing Personnel, and Financial
Analyst which all of them contributed to the company.

Operational Manager i s a n a r e a o f m a n a g e m e n t c o n c e r n e d w i t h o v e r s e e i n g , designing,


and controlling the process of production and redesigning business operations in
the production of goods or services. It involves the responsibility of ensuring that
business Operational Manager, Bookkeeper, Sales personnel and Cashier
Operations are efficient in terms of using as few resources as needed, and
effective in terms of meeting customer requirements. It is concerned with managing
the process that converts inputs (in the forms of materials, labor, and energy) into outputs
(in the form of goods and/or services).
Bookkeeper
in the context
o f a b u s i n e s s i s s i m p l y t h e r e c o r d i n g o f f i n a n c i a l transactions.
Transactions include purchases, sales, receipts and payments by an individual
or organization. Many individuals mistakenly consider bookkeeping and accounting to
be the same thing. This confusion is understandable because the accounting process
includes the bookkeeping function, but is just one part of the accounting process.
Cashier
The officer of a bank or business concern in charge of paying and receivingmoney and
handles cash transactions with customers.
Sales Personnel
refers to those who work as part of the sales team either in a retail s t o r e ,
call center or individually from home. Sales personnel are employed
t o s e l l t o o t h e r businesses or to individual consumers. Working in sales can
be demanding or stressful, as much of the role involves working toward sales targets.