I.

Executive Summary

Inihaw ni Kuya is a carenderia restaurant that offers cultural and native food,
providing affordable menu to the customers who are frequently working or living
nearby. This restaurant serves as an avenue where customers can have the ability to
purchase in just the right amount of price for their daily needs. Inihaw ni Kuya is
located at Don Alfaro Street Tetuan Zamboanga City Philippines, it is a Sole
proprietorship type of business owned by Mr. Radin A. Tawasil who has been
running the business for almost 4 years since 2016. The target market to be
considered are the residences and workers who are living and working at Tetuan.

The proponents conducting this study are the students from Ateneo de
Zamboanga University who are currently taking up Marketing Management.
Although Inihaw ni kuya has progressed throughout the years, it still seeks to grow
and established new marketing strategy by developing and improving new product
as well as improve the branding of the business to encourage more customers and
ensure the business will still continue to grow and gain more profit. This
Marketing strategy will enhance the enterprise itself considering that Tetuan has a
lot of competitors in terms of food enterprise that is near within it.

Every month, the sales of business generates almost P200, 000.00, expenses are
not yet excluded from here. At this point, the basis for our cost estimation is base
form the survey answers of the customers towards the new product development.
Base on the defined market area the sales projections for every month will be
around P 11, 806.00 which will serve as an additional investment to the business
for this marketing plan. In return the estimated returns will most probably reach
around P 22, 800.00 per month.

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 II. Summary of Current Situation of the Enterprise

Based on the survey research that we have conducted, 76% responded yes,
that they buy their own meals. 69% responded that they prefer homemade food,
with the result of 47% who purchase meals daily.

29% of our respondents are willing to buy food that costs 50 pesos, 21% of
our respondents are willing to spend 70 pesos and only 20% said that they are
willing to spend 100 and above for food.

53% of our total respondents said that they were able to eat at inihaw ni
kuya and they are very satisfied with the food that they offer, meanwhile 53% of
our respondents were satisfied with the service and agreed that the food that they
serve was clean; the customers agreed that employees in this enterprise were very
accommodating and friendly as well.

STRENGTH WEAKNESS
 They offer cultural,  There is no available parking space for cars for the
delicacies and native food customers.
 Offers affordable menu to  They only use electricfan plus it’s an open type of
the customers venue with no doors, so dusts are coming in from the
road.
 There are only few choices of food.
OPPORTUNITIES THREATS
 Accesible to customers  Competitors (Jollibee, Mang Inasal, chowking,
who are frequently greenwhich, resataurants in yubenco, lechon stands,
working or living nearby etc.)
 There are only 5 dining tables
 There is no proper branding of the business itself.

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This marketing plan was made to develop and improve the business in terms of the
lapses it has. The marketing plan assesment will be based on the data gathered
from the survey that we conducted, as well as the observation that we observe from
the enterprise which will also be based in the SWOT analysis. This marketing plan
will help us identify what are the things that is needed to be develop and improve
at Inihaw ni Kuya. With the results gathered, we will prioritize the development of
a new recipie and improve the branding of the business itself.

III. A Focused Assesment of the Market Opportunity

Business Description

Inihaw Ni Kuya is a carenderia restaurant that offers cultural, delicacies and

native food. The proponents chose this business because it has a lot to offer to the
customers and this business needs a lot of improvement. It offers affordable prices
and food products that are just enough to provide the customers daily needs.
However, even though this business has already progressed, it still seeks to grow
and improve new products to encourage more customers.

Customer Needs Assesment

The customers in this particular business to be considered are the residences

and workers who are living and working at Tetuan. 53% of people who eat there
like the good service and the clean place in that business and 48% because of the
location, so it is already an advantage for the business to gain more customers than
the other restaurants in Tetuan.

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Competitive Challenges

Maintaining the business’ competitiveness should be their primary concern

because target marketing initiatives are in the success of a business. No matter how
many products they have to offer, or even though they have a good service,
without a suitable marketing strategy and customer contact, the business will
surely wouldn’t succeed and they will have a hard time in tracking down
newcomers.

Inihaw ni Kuya has been so good in treating their customers right. They find
out the needs and expectations of their customers, which is why throughout the
years of the existence of their business, a lot of people are still coming back to eat
in their restaurant. They surely know how they manage to understand the needs
and expectations of their customers because understanding customer needs before
developing solutions is the hallmark of success. Inihaw ni Kuya meets the three
crucial things that a customer need, these are fair price, good service and good
product.

IV. Financial Marketing Goals

Inihaw ni kuya generates P 200,000 every month which expense are net yet
excluded from the income. Our estimation for everyday income is P6000 to P8000
and most probably the profit that they earn is 22,800 every month. The researcher
suggests to increase its profit by 270,000 or higher as time goes by, because the
researcher thinks that the income for this current year is not enough to sustain the
expenses in the restaurant and personal expenses.

The plan assumes:

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 First to increase the sales and income of the restaurant as we introduce new
product to be offer to the customer based on the survey that we conduct to know
what new product that they prefer to be serve at inihaw ni kuya. When it will
increase its sale and profit then they can add investment on the structure, place and
facilities of the restaurant to be more comfortable and satisfied.

Second, when the customer are satisfied and happy with the product and
place that we have, then they will come back to buy again and there is a possibility
that they will invite other people to eat there, if the people will continue to pass and
talk about their wonderful experience in the restaurant then many people will tend
to go there, try the food and the restaurant would be known.

Lastly, when income increase then employee also will benefit, in terms of
their salary and comfortable environment so they will feel contented and happy
they’re job.

V. Summary of Enterprise’s Marketing Strategy

The Inihaw ni Kuya is a carinderia restaurant which serves native and cultural
foods which makes the product more unique compared to its competitors because
most of its competitors only served processed food. Also, the food they serve are
surely fresh and more affordable and healthier compared to the fast food. The
target market of inihaw ni kuya are people living in tetuan residence, the workers
from different establishment. The place itself is very accessible to the people
because it is just alongside the highway of tetuan, that people many people can see
its establishment. One of our Marketing strategy is using the word of mouth, you
will not make an any kind of expense but you must be very careful about the
customer because they’re experience, satisfactory and expectations judges the
whole restaurant, then the customer will pass what they experience in Inihaw ni

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kuya to the other people whether it is good or bad. The last marketing strategy that
researcher think about is by the use of internet, we all know that today’s generation
is more on technology and internet stuffs, so consumer like to do a lot of work
themselves online when making major purchases. That means there are many
potential buyers and chances that inihaw ni kuya will be notice through the use of
internet particular the use of social media, and this free and accessible.

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VI. Month-to-Month Marketing Budget

Inihaw ni Kuya
Monthly Budget
for the Month of August 2019
Monthly Expenses Amount
MONTHLY INCOME
Total Income for the month of August P201,150.00
UTILITIES EXPENSE
Electricity P7, 000.00
Water P3, 500.00
RENT EXPENSE
Rent Expense P15, 000.00
SALARIES EXPENSE
Salaries Expense P9, 000.00
SUPPLIES EXPENSE
Stock Fish P 35, 280..00
Stock of Chicken P 3, 222.00
Ingredients P3, 222.00
Other Food supplies P6,213.00
Soft drinks P2, 136.00
Mineral Water P320.00
Monthly Expenses Total P84, 893.00

Total Income for the month of August P201,050.00

-Monthly Expenses Total P84, 893.00
MONTHLY SPENDING MONEY ( Total Net Income) P116, 157.00

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 VII. Forecast Month-to-Month unit sales and revenue

January February March April May June July August

PRODUCT:
Inihaw na Isda
Unit Cost P130.00 P130.00 P130.00 P130.00 P130.00 P130.00 P130.00 P130.00
No. of Units 740 720 765 754 650 699 703 733
Sold
Subtotal P96, P93, 600.00 P99, 450.00 P98, 020.00 P84, 500.00 P90, 870. P91, 390 P95,
200.00 290.00
PRODUCT:
Squid
Unit Cost P40.00 P40.00 P40.00 P40.00 P40.00 P40.00 P40.00 P40.00
No. of Units 436 450 497 499 450 433 490 486
Sold
Subtotal P17, P18, 000.00 P19, 880.00 P19, 960.00 P18, 000.00 P17, P19, P19,
440.00 320.00 600.00 440.00
PRODUCT:
Pancit
Unit Cost P20.00 P20.00 P20.00 P20.00 P20.00 P20.00 P20.00 P20.00
No. of Units 380 400 398 392 374 372 315 370
Sold
Subtotal P7, 600.00 P8, 000.00 P7, 960.00 P7, 840.00 P7, 480.00 P7, 440.00 P6, 300.00 P7400.00

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PRODUCT:
Rice
Unit Cost P12.00 P12.00 P12.00 P12.00 P12.00 P12.00 P12.00 P12.00
No. of Units 900 853 931 926 789 796 723 880
Sold
Subtotal P10, P10, 236.00 P11, 172.00 P11, 112.00 P9, 468.00 P8, 952.00 P8, 676.00 P10,
800.00 560.00
PRODUCT:
Agar-Agar
Unit Cost P25.00 P25.00 P25.00 P25.00 P25.00 P25.00 P25.00 P25.00
No. of Units 560 514 549 509 521 533 540 551
Sold
Subtotal P14, P12, 850.00 P13, 725.00 P12, 725.00 P13, 025.00 P13, P13, P13,
000.00 325.00 500.00 775.00
PRODUCT:
Ampalaya
Unit Cost P15.00 P15.00 P15.00 P15.00 P15.00 P15.00 P15.00 P15.00
No. of Units 425 396 320 333 414 399 408 422
Sold
Subtotal P6, 375.00 P5, 940.00 P4,800.00 P4,995.00 P6,210.00 P5,985.00 P6, 120.00 P6, 330.00
PRODUCT:
Bubuk

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Unit Cost P20.00 P20.00 P20.00 P20.00 P20.00 P20.00 P20.00 P20.00
No. of Units 460 456 291 315 406 444 406 410
Sold
Subtotal P9, 200.00 P9, 120.00 P5, 820.00 P6, 300.00 P8, 120.00 P8, 880.00 P8, 120.00 P8. 200.00
PRODUCT:
Syanglag
Unit Cost P20.00 P20.00 P20.00 P20.00 P20.00 P20.00 P20.00 P20.00
No. of Units 410 441 389 418 433 425 398 420
Sold
Subtotal P8, 200.00 P8, 820.00 P7, 780.00 P8, 360.00 P8, 660.00 P8, 500.00 P7, 960.00 P8, 400.00
PRODUCT:
Tortang Talong
Unit Cost P25.00 P25.00 P25.00 P25.00 P25.00 P25.00 P25.00 P25.00
No. of Units 390 433 297 350 317 420 430 419
Sold
Subtotal P9, 750.00 P10, 825.00 P7, 425.00 P8, 750.00 P7, 925.00 P10, P10, P10,
500.00 750.00 475.00
PRODUCT:
Chicken Curry
Unit Cost P50.00 P50.00 P50.00 P50.00 P50.00 P50.00 P50.00 P50.00
No. of Units 60 73 78 80 50 77 70 75
Sold

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Subtotal P3, 000.00 P3, 650.00 P3, 900.00 P4, 000.00 P2, 500.00 P3, 850.00 P3, 500.00 P3, 750.00
PRODUCT:
Chicken Tinola
Unit Cost P50.00 P50.00 P50.00 P50.00 P50.00 P50.00 P50.00 P50.00
No. of Units 68 76 55 40 53 69 79 71
Sold
Subtotal P3, 400.00 P3, 800.00 P2, 750.00 P2, 000.00 P2, 650.00 P3, 450.00 P3, 050.00 P3, 550.00
PRODUCT:
Coke 120z
Unit Cost P15.00 P15.00 P15.00 P15.00 P15.00 P15.00 P15.00 P15.00
No. of Units 507 491 621 512 476 501 516 530
Sold
Subtotal P7, 605.00 P7, 365.00 P9, 315.00 P7, 680.00 P7, 140.00 P7, 515.00 P7, 740.00 P7, 950.00
PRODUCT:
Sprite 120z
Unit Cost P15.00 P15.00 P15.00 P15.00 P15.00 P15.00 P15.00 P15.00
No. of Units 396 200 389 396 327 391 396 402
Sold
Subtotal P5, 440.00 P3, 000.00 P5, 835.00 P5, 940.00 P4, 905.00 P5, 865.00 P5, 940.00 P6,030.00
TOTAL P195, P195, P202, P197,682.00 P190,583.00 P183, P193, P201
206.00 206.00 562.00 002.00 446.00 150.00

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 I. Monitoring and Evaluation Plan

We have conducted a monitoring process as well as Evaluation plan to know

whether the survey we’ve done and idea for improvements made to Inihaw ni Kuya
will catch the attention of the customers as well as to be more competitive from the
competitors around.

Indicators: Indicator Definition:

Goal:

% increase in the investment to the business To be able to have enough

budget for the improvements of the
carinderia for them to be able to gain
more costumers.

Outcome:

Improve for about 20% of number of Improve the business branding and
costumers compared on the past few develop new products for Inihaw ni
years. Kuya to increase the number of
customers ranging from 28% out of
100 respondents.

Output:

At least 10 variant of new food to be Inihaw ni Kuya should give new

offered by Inihaw ni Kuya and place products to taste for their costumers
improvement. so that they will not get used on the
same food and will be interested to
the new foods that you will offer from
day to day or atleast once a week.

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