I.

EXECUTIVE SUMMARY

This document will discuss all about the current offerings of Casa Lilia.

This will also tell the opportunities that are up for grab and the improvements that

Casa Lilia must have. And the most important part of this paper is the new

service that we are planning to add to increase their reach to the customers of

Daet.

II. MISSION

“Make way for people to be aware that Casa Lilia is for everyone and is

always ready to provide.”

III. OBJECTIVES

The purpose of this market plan is as follows:

 To promote Casa Lilia.

 To improve their business process.

 To cater more customers

IV THE BUSINESS

A. Business Background
 Casa Lilia of Daet, Camarines Norte was originally part of ancestral home

transformed into a coffee shop/restaurant, bed and breakfast/guesthouse. Back

in those days, distinguished personalities including former presidents of the

Philippines, Senators and Archbishops stayed here as guest. It was also a place

where special meetings took place. It is the history of the place and the legacy of

the late patriarch and the matriarch of the place which the owner seeks to

preserve and continue.

Casa Lilia opened in 2013. Its vision is to bring good food and services

reasonably priced and provide an ambiance and feel of home which visitors of

the province of Camarines Norte can enjoy.

During its past 4 years of operations, Casa Lilia has become one of the

favourite places for special events such as weddings, birthdays, baptismal

parties and conferences. People coming home for short vacation, those who are

attending to their personal business which requires a long stay in the province

and former residents of the province who may not have a place to stay have

chosen the place.

B. Product and Service Description

These are the products and services offered by Casa Lilia to public.

 Venue Rental

It can be a place for any occasion. Venue is free if catering will be

done by Casa Lilia.

 o Lilias Hall – 7,000 pesos

 Lilia’s Hall (a/c area) is good for 50-60 persons

 Consumable 10,000 pesos

o Lilia’s Hall with Balcony – 8,500 pesos

 Lilia’s Hall (a/c area) is good for 50-60 persons while the

balcony can accommodate 30-40 persons.

 Consumable 15,000 pesos

o Honesto Arbour – 7,500 pesos

 The arbour can accommodate 60-70 persons. The garden in

front can be utilized if the weather permits.

 Consumable 20,000 pesos

 Room Rates

It is a great place for people coming here in Daet for a short

vacation or for any other matter.

o Corazon Room – 2,300 pesos

o Soledad Room – 2,200 pesos

o Carlos Room – 2,200 pesos

 Extra Bed – 200 pesos

 Extra Mattress – 150 pesos

 Extra Pillow – 30 pesos

o With free breakfast for two

o With wifi

o Cable TV
 o Hot and cold shower

 Catering Service

For less hassle celebration, let Casa Lilia do the cooking for you.

o Minimum of 50/pax, 275.00/Head, Set A-F

o Minimum of 50/pax, 325.00/Head, Set A-F

o Minimum of 50/pax, 385.00/Head, Set A-C

o Minimum of 50/pax, 450.00/Head, Set A-C

o Minimum of 50/pax, 485.00/Head, 1 Set

o Kids Menu (minimum of 20 kids, 1set)

 165.00/Head

 180.00/Head

 200.00/Head

 Restaurant/Coffee Shop

This is the place where your cravings will be satisfied.

C. Distribution

Casa Lilia’s way of distributing their products is through dine in and take-

out only.

D. Marketing Personnel

Currently, Casa Lilia has no marketing Personnel. The one who does the

job is the one who manages the business, Ma’am Cecile Aguilar.
V. MACRO-ENVIRONMENTAL ANALYSIS

A. Economic Analysis

A lot of market trends can affect our economy today. It might help in the

success of your business or it might hinder your progress. A good example is the

high inflation rate that we currently have. We all know the effects of it in the

market. It makes the prices go up and the purchasing powers of the consumers

go down. Entering the market in this situation is not easy because you are also

affected through the rising prices of your raw materials. You need to be sensitive

enough in pricing your products and services. Another example is the

amendments in our tax laws. It has an effect to every income earners in our

country. Some says it’s beneficial but the rest says otherwise. And also there are

a lot of amendments that haven’t been passed yet. That is why Casa Lilia must

take into accounts the current happenings in the market in order for them to stay

competitive.

B. Industry Analysis

Knowing the industry where you want to open your business is a great

weapon that you can use for you to establish your own.

 Threat of new entrants

Food industry here in Daet is already saturated. With that said, its not

easy to enter that industry because you will face a lot of competitors. Also

it is quite expensive; you need to have enough capital for you to open a
 business. And last the government requirements that you need to comply

with.

 Threat of substitute products and services

There’s a lot of business establishment that can be a substitute for Casa

Lilia. For their lodging services, the substitute for them is Catherine’s,

Platinum Hotel, Road House and etc. For their venue rentals, the

substitute for them is Road House, Jocelle’s Garden, KB Food Garden

and etc. And for their restaurant/coffee shop, the substitute for them is

Road House Catherine’s Café Morga and etc.

 Buyer power

Food industry here in Daet almost offers similar products. Buyers have

many choices. For business to be chosen, they need to price their

products low enough for buyers to choose them. Also there are senior

citizens and persons with disabilities here in Daet who can avail discounts.

 Supplier power

Businesses in the food industry here in Daet have almost the same needs

of their raw materials. Suppliers are competing to have the businesses as

their customers. So they need to be sensitive in pricing. Also some of the

raw materials have suggested retail price that must be followed.

 Competitive rivalry

Food industry here in Daet is booming. With that said, you will have a lot

of competitors. Customer loyalty is one of the things that you must have.
 And also you need to be competitive enough in adopting changes and

trends in your customers taste for them to stay with you.

C. Legal Analysis

To have a civilized community, everyone must follow the laws set out by

our government. Same goes with businesses, before they can start their

operations; they must follow certain rules and regulations like obtaining a mayor’s

permit and so on for them to have a permit to operate. But that doesn’t end there.

Through the course of your operation, there are still laws and regulations that

must be followed for you to retain your permit like the Code Sanitation of the

Philippines because it protects the consumers through ensuring that your

products and services are clean. Lastly, being able to operate here in the

Philippine soil is a privilege from the government. In return you have to pay taxes

for the profits you have earned. Casa Lilia have experienced all of it and still

conforming to them.

D. Socio-cultural Analysis

Ensuring the health and profit of an entity is the ultimate goal of every

owners of a business. They can only accomplish these if they can only satisfy the

needs and wants of their consumers. We all know consumer’s taste changes as

the time goes by. They want the best for themselves at the lowest price possible.

With that said business owners must find a way to adapt with the ever changing

needs and wants of their consumers. Having a relationship with them is the best
way to know the changes in their needs and wants. Through this Casa Lilia will

be able to provide to their customers and have a positive relationship with them.

E. Technological Analysis

Technology is one of the greatest inventions of all time. It was a big leap

that propelled a lot of successes which lead to a better living for almost every

person in this world. The good thing is that, it is continuously evolving and

improving. We don’t know yet what lies ahead. But there are times that it has a

negative effect that is why businesses must understand first what technological

advancement is currently available to know the possible effect of it on the

business. Specifically, Casa Lilia must invest in new appliances like refrigerators,

LED lightings and air conditions because they are energy efficient which will help

them cut cost

VI. MARKET ANALYSIS

A. Market Definition

Food Industry is rapidly growing here in Daet, Camarines Norte. They

have Chinese, Japanese, Korean and Filipino Restaurant and some offers a

variety of cuisines. Other restaurants expand their business by adding lodging

and events place like Casa Lilia. It was a great idea because there are an

increasing number of tourists who visits Camarines Norte because it has a lot of

tourist attraction. And also we Filipinos loves celebrating milestones in life and
what a better way to do it with a place who offers everything. The consumers

here in Daet can be divided into several segments. Each segment has its own

needs and wants that must be catered by every establishment. May it be in

lodging, restaurant or events place. Because there is a lot of competition, every

business must be competitive enough for them to survive this industry.

B. Market Segmentation

Dividing the target market of Casa Lilia will help them to identify easily the

needs and wants of their customers. Four groups will emerge, the student

segment, the family segment, the organization segment and the tourist segment.

Through this it will be easier for Casa Lilia to serve their products and services at

affordable prices for everyone.

C. Customer Needs and Requirements

Being able to identify the needs and wants of Casa Lilia’s consumers is a

great way for them to provide their best product and services. For the student

segment their requirement is a budget meal because most of them have limited

funds. For family segment they need a place where they can spend their family

time together and where they can celebrate their occasions. For the organization

segment they need a place where they can have some recreations, seminars

and other stuffs. And for tourist segment they need a place where they can stay

for a period of time. Each segment needs a clean space and clean food. And all

of them must be provided with security.

VII. ISSUES AND OPPORTUNITIES

This section will tell the strategic factors of Casa Lilia that they can use in

strategic management.

A. Strengths

 Parking space

 Affordable prices

 Tasty foods

 Cozy place

 Large area

 Complete amenities

B. Weaknesses

 A lot of space is wasted

 Has no marketing organization

 Lack of welcoming vibe

 They are not well promoted

 Distribution

 Has no security guards

C. Opportunities

 Delivery services

 Better utilization of space

 Branch out
D. Threats

 Competitors

 Inflation rate

 Amendments in tax laws

E. TOWS Analysis

Matching Casa Lilia’s internal factors with their external factors will help

them to have possible strategic alternatives.

Internal Factors Strengths Weaknesses

1. Parking space 1. A lot of space is
2. Affordable prices wasted
3. Tasty foods 2. Has no marketing
4. Cozy place organization
5. Large area 3. Lack of welcoming
6. Complete amenities vibe
4. They are not well
promoted
External Factors 5. Distribution
6. Has no security guards

Opportunities SO WO
1. Delivery services 1. Constructing a new 1. Modernize space
2. Better utilization of place for dining will help except for the main
space them cater more house.
3. Branch out customers. 2. Have a marketing
2. Having their own team for them to promote
delivery services. their products and
services well.
Threats ST WT
1. Competitors 1. Maintaining their 1. Be sensitive in pricing
2. Inflation rate current recipe and adding their products and
3.Amendments in tax new products will help services
laws them their customers 2. Be updated on current
stay with them. trends.
2. Utilizing all their
resources to the fullest
will cut costs.
VIII. GOALS

A. FINANCIAL

Casa Lilia’s main goal is to develop its services to expand its business

process. Through this, they will be able to accommodate more customers and

this will result in an increase of annual income which can be used to further

improve the business.

B. MARKETING GOAL

Casa Lilia aims to provide quality services and good food to everyone.

They want to be the go to place here in Camarines Norte where people can

spend their time. And the most important aspiration of Casa Lila is to extend their

services to those who have no spare time to cook their own food for them to still

enjoy tasty food.

IX. GENERAL MARKETING STRATEGY

Casa Lilia will go with market expansion. Not only will help them to

improve their services but also will cater more customers. This will lead to greater

revenue.

A. Product, Branding and Packaging Strategy

 Casa Lilia will add delivery services to accommodate more customers.

This will be called “Casa Delivery”.

B. Pricing Strategy

Casa Lilia will charge an additional P40.00 for the said service.

C. Distribution Strategy

The customers can avail this service through phone calls of facebook

messenger.

D. Personal Selling Strategy

Casa Lilia assures customers that they are going to receive a freshly

made food.

E. Advertising Strategy this should be new…sample casa lilia sites,

tarpaulins, etc

The said service will be introduced through tarpaulins that will be posted in

selected lamp post in Daet.

F. Direct Marketing Strategy

Casa Lilia will use their Facebook Page to further inform other customers

about their latest service.

G. Sales Promotion Strategy

 Casa Lilia will waive their delivery services when customer orders exceeds

P2,500.00.

H. Publicity and Public Relations Strategy. this should be new…

Casa Lilia will set a time that customers wil have to wait and if they lapse,

delivery services will be free.

XI. SPECIFIC MARKETING PROGRAMS

A. Product, Branding and Packaging Programs

Casa Lilia must purchase motorcycles and food containers for them to

start the operation of their delivery services to accommodate every customer

here in Daet only.

B. Pricing Programs

Casa Lilia will only charge P40.00 for their delivery services for them to

compete to other delivery services.

C. Distribution and Placement Programs

The delivery services will be operated by Ma’am Cecille or by Love Jane

Argoso, one of their staff. They are the one who will accept the orders from

customers. The one who will deliver the food to the customers is also the one

who buys their groceries. They won’t hire anymore.

D. Personal Selling Programs

To keep the foods at fresh state, Casa Lilia will use delivery bags that will

retain its freshness.

E. Advertising Programs

Casa Lilia will provide tarpaulins that will be posted in selected areas in

Daet. It will be posted a week before they introduce the said service.

F. Direct Marketing Programs

Ma’am Cecille Aguilar will also post the details of their delivery services in

their facebook account a week before they began their service and will

continuously update their facebook followers.

G. Sales Promotions Program

The said promotion will be done throughout the course of the said service.

F. Publicity and Public Relations Programs

They will never argue with their customers complaints regarding the late

deliver.

XII. RISK ANALYSIS AND PLANNING

 Description of the Risk

 Implementing this strategy will come out with the risk of safety of the

delivery personnel. Accidents are unpredictable that is why he needs to take

extra care in doing his job.

 Contingency Plans

To avoid or minimize the said risk, Casa Lilia will provide safety gears to

protect their personnel from unexpected events.

 Research and Development

The rapid growth in the digital technology presents us with new ways of

doing things. Before, customers directly communicate with the restaurant they

want to order to, but now, there are applications that they can use to order to a

wide range of restaurants. Easy as a simple tap and it will be delivered to you.

We know that this kind of delivery system will soon evolve. Like what Uber is

planning to accomplish in the coming years, they want to introduce a new way of

delivering food and it is through the use of drones. It will change the game

because the waiting time of customers will decrease and every customer wants it

that way.

 Market Research

Dine-in and take-out are restaurant’s common way of serving their

customers. Bothe ways can’t cater those who can’t pay a visit to the store itself.

That is why it is a must for restaurants to offer delivery services. Through this,

they will be able to accommodate their unnerved customers. Businesses must

also find ways of improving this kind of service. They must be updated on current

findings on how they can refine their service because the faster the better and

that is what customers want.

XIII. IMPLEMENTATION AND CONTROL

 Marketing Budget

This section provides the necessary budget in implementing the delivery

services of Casa Lilia

Things to buy Budget Description

1. Motorcycle P 72,900 Honda TMX Supremo

2. Storage Box P 600 Customized

3. Food Delivery Bag P 1, 202 Tomshoo Bag

4. Tarpaulin P 2800 LRJ Printing (10 pcs.)

5. Helmet (Optional) P 3000 Full Faced

If Casa Lilia will implement this service, they will be able to extend

their services to those who are busy persons/families who have no time to

cook for them and also who can’t left the house because of certain

reasons.

 Monitoring programs
 Casa Lilia will evaluate this new service twice a year, every June and

December to check if it is working as planned to see if there is a work that must

be done.