CHAPTER II

MARKETING ASPECT
Industry profile analysis

The comparative advantage of the food industry specifically on a polvoron business in
the Philippines has been its natural resources, wherein wheat, where flour is made of and it is the
primary ingredient of polvoron, the crop that was once known to grow only in temperate regions,
can be grown successfully in the Philippines, according to a former official of the National Food
Authority (NFA).
Wheat varieties such as those coming from wheat-producing countries which have high
yielding potential, could also be grown in western Cagayan, Isabela, Nueva Vizcaya, Mountain
Province, Southern Quezon, Central and Southern Cebu and parts of Southern Mindanao. This is
important to know because it is essential to our business. As discussed earlier the flour used in
making prix is self-made.
Indeed polvoron is a good business or side-line to invest as it is profitable and highly
beneficial. The demand in polvoron helps many wheat farmers. As wheat farmer he gets a good
average yield, as high as 3.11MT per hectare, higher than worlds average - comparatively
profitable with other cash crops after rice. He uses the same farm (second crop after the rice
season), same tools and equipment like irrigation, same techniques like fertilization, and post-
harvest processes. With the government support he is assured of both market and price of his
produce. This is a great information for us to appreciate more a naturally made polvoron.

To the average consumer, locally grown wheat can be made into arroz caldo, poridge,
wheat cakes and polvoron - other than the conventional pandesal, pandebara, pandelemon
padecoco, cakes and pastries. Now he can eat more than the average per capita level (10.3 to 12
kg per year), because local wheat becomes more affordable, especially so that wheat comes in
various preparations, including wheat flour for polvoron.

In this case he gets more protein - as high as 12 percent for whole wheat, 8 to 9 percent
for regular flour. Rice has barely half protein level. He gets 75 percent starch, so with rice. But
he gets gluten, the substance that makes wheat, and only wheat, naturally leavening. He gets also
high crude, fiber, oil, minerals and vitamins.
These facts stated that polvoron business industry is not only profitable for the owners,
beneficial to the customers and it contributes a lot to our economy to be discussed on later topics.

Nature of the business
A pig is a common meat source for several types of dishes. Its life was made for human
consumption. This animal is very useful for personal and business purpose and so it is being
raised to multiply poultries. One of the most famous dishes is the Lechon. In most regions,
Lechon is prepared throughout the year for any special occasions. After seasoning, the pig is
cooked by skewering the entire animal, entrails removed, on a large stick and cooking it in a pit
filled with charcoal. The pig is placed over the charcoal, and the stick or rod it is attached to is
turned in a rotisserie action. The pig is roasted on all sides for several hours until done. The
process of cooking and basting usually results in making the pork skin crisp and is a distinctive
feature of the dish.
Lechon is worthwhile to sell because it is a need and common favourite of the Filipinos.
This delicacy is associated with celebrations like thanks giving and such. That means great
opportunities are possible considering these facts. Business is made to serve people and Lechon
manok, baboy can supply every starving folks in a specific place. Food businesses are always on
demand everywhere targeting all types of people man or woman. In terms of saleable products,
Lechon manok is never too old and in fact, it is considered as part of Filipino culture. It is also
consumed at any time of the day. It versatility ranges from breakfast, lunch, meryenda, dinner
and midnight snack.
Being first to introduce the business in a particular spot can have fantastic benefit and
faster return of investment. It wont be long for a group or an individual investor to multiply its
assets makes a small empire of lechonan. Competition may arise but the key is building a
foundation in your strategic location. Foreseeing the needs of the potential consumers is the
clever act of professional entrepreneurs. A futuristic kind of thinking must be implemented in
order to prepare for the situations that are still not happening.
Business is the ability to make money earn by itself and create a circular of continuous
investment. To make a brief example in a lechonan business, supplies should be a regular
investment and selling it with the enough mark up to compensate all the expenses that was going
out of the company. It is simply buy and sell in nature. An open mindedness should be a must
when working on a new career and keep learning to have the different kind of life.
In doing business, innovation, strategic planning and people are some of the key to
success. It doesnt matter if your products already exist but one should know how it can be
improved or innovated. Innovation is important as it will be your competitive edge among others.
Your product should not be necessarily be unique instead it should be better than anyone else.

Marketing plan
Before starting a lechonan business, owners should develop a marketing plan. A
marketing plan is basically a blueprint for the business and should include important information
about the venture. Topics that should be addressed include: whether or not the area can support
the proposed venture; the existence of an unidentified market niche that may be exploited; the
level of competition in the area; the current customer base, population, income, and growth
trends; competitive pricing strategies; and a variety of other facets of the business that owners or
managers need to know to develop a viable and profitable business. Assistance in developing a
marketing plan may be obtained from many sources some at cost, others for free. A few
sources for assistance and information are local chambers of commerce, banks, accounting firms,
local and state government, colleges and universities, private consultants and public libraries.
Existing Lechon business may be contacted to determine what services they offer and what they
charge. Market data for the small Lechon house, location, personal attention and image are the
important competition factors. About one Lechon house operates for each 2, 000 people in the
community. Some Lechon house dont operate successfully in small communities unless they are
non-traditional or on well-travelled paths of the town. These Lechon houses must have a
special offering a booth, something unusual and special and distinctive Lechon for those of
discriminating taste. The idea is not to compete with those lechon houses, but offer
complementary dish not available from them in addition to the traditional lechons. Market
potential and demographic data such as the average household income, number of households,
and number of businesses, may be obtained by contacting the local chamber of commerce, from
the public library, or from the city and county governments.

Zoning

When selecting a location and a specific site for the business, consideration must be
given to local zoning requirements. Many communities forbid, through zoning ordinances, the
establishment of home-based businesses. It is essential to check these local restrictions prior to
contracting to rent, lease or buy a property for the business.

Location

Whether it is primarily based on unique merchandise, special decoration or competitive
pricing, the lechon house identity should be distinctive. The location of the business is extremely
important to its success. The store should be near a large number of customers, preferably those
with idle time who are on foot. Lechon business stores must be near residential areas, wet and
dry market and tricycle, jeep or bus terminals. In these locations, you can imagine or preview
who and what kind of customers will buy to you.
Other Considerations

Other considerations in locating the business are health and safety requirements
(Occupational Safety and Health Administration); the physical size of the operation, adequate
storage space with proper ventilation and fire extinguishing systems in place, fire, electrical and
safety codes, expected traffic patterns and sign restrictions. Adequate parking for service
vehicles and workers and clients cars is essential. Check with area realtors for unique buildings
or structures that may be available which provide atmosphere, good traffic patterns and hhigh
visibility.

Experience and Training Needs
Management/