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A FEASIBILITY STUDY ON THE ESTABLISHMENT OF

KALYE EXPRESS RESTAURANT IN GREATER
FAIRVIEW, QUEZON CITY

A Feasibility Study
Presented to the Faculty of Business Administration
Bestlink College of the Philippines

In Partial Fulfilment
Of The Requirement for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management

LYNDON MARK O. BONDUCAN

MARJIELYN P. DAGUIA
EURICK MIGUEL B. MARCELO
JEFFERSON G. NEDIA
JAYCEL C. TENEBROSO

October 2017
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APPROVAL SHEET

This Bachelors Feasibility Study entitled, A Feasibility Study on

the Establishment of Kalye Express in Greater Fairview, Quezon City,
prepared and submmitted by Lyndon Mark O. Bonducan, Marjielyn P.
Daguia, Eurick Miguel B. Marcelo, Jefferson G. Nedia, Jaycel C.
Tenebroso in partial fulfilment of the requirement for the Degree Bachelor
of Science in Business Administration major in Marketing Management,
has been examined and is recommended for acceptance and approval for
Oral defense.

EUGENE BAYANI
Adviser
FEASIBILITY STUDY REVIEW PANNEL

Approved by the Committee on Oral Examination with the grade of___.

Member Member

Chairman
Accepted and approved in partial fulfilment of the requirement for
the degree Bachelor of Science in Business Administration, major in
Marketing Management.

RYAN M. IGNACIO, Ph. D

Dean, College of Hospitality and business Management

Date of Final Defense: October 2017
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AKNOWLEDGEMENT

This Feasibility Study has been created in a best way possible with

full of coordination, guidance, effort, and intelligence. The researchers

extended their gratitude to the following respective persons who helped

and shares their time, ideas, and advices apropos of conceptualizing the

study towards to its success.

Dr. Maria M. Vicente, President of Bestlink College of the

Philippines,who gave inspiration and her heartfelt concern on the

education of the students by offering Free Tuition Fee as a scholarship

grant;

Dr. Charlie I. Carino, Executive Vice President, for encouraging the

students to study hard and be the best that they can;

Engr. Diosado T Lleno, Vice President of Administrative Affairs, for

his nonstop support to the students;

Dr. Lucia M. Narag, Research Consultant, for accrediting the little

of this study;
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Dr. Ryan M. Ignacio, Dean of College of Hospitality and Business

Management, who delivered his motivational talks and lectures that helps

for the realization of the study;

Ms. Maxima DC Mitra, OIC Research Center, for initiating a

research seminar to make us knowledgeable and prepared for this task;

Prof. Joan Bayani, Feasibility Study subject teacher, for her

advices and explaining every detail of this study;

Mr. Eugenio Bayani, the researchers adviser, for his supervision

to the researchers to complete of the study.

Dr. Edna T. Portugal, the researchers accountant for her

patience, guidance, time and effort to help the researchers completing the

Financial statement and encouragement to the researchers to reach the

success of the study.

Respondents, for answering the survey questionnaire whole

heartedly as well as the people who gave their time and knowledge about

establishing a business like Fast food Restaurant which is needed for the

completion of the study.

The Researchers themselves, for exerting their efforts and

perseverance to accomplish this study. Also, for spending their time and
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money without hesitation and giving their hardest to complete the task

given as a requirement in one of the reasons why this study was fulfilled;

Family, for the financial assistance and unending love and support

they gave to the researchers by motivating them to strive harder in their

studies;

Almighty God, for the blessings, wisdom, and guidance that He

gave to the researchers who successfully completed this feasibility study

THE RESEARCHERS
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EXECUTIVE SUMMARY

Title: A FEASIBILITY STUDY ON THE ESTABLISHMENT

OF KALYE EXPRESS IN GREATER

FAIRVIEW, QUEZON CITY

Researchers: Bonducan, Lyndon Mark O.

Daguia, Marjielyn P.

Marcelo, Eurick Miguel B.

Nedia, Jefferson G.

Tenebroso, Jaycel C.

Degree: Bachelor of Science in Business Administration

Major: Marketing Management

Date of Completion: October 2017

Kalye Express is located at Greater Fairview, Quezon City. The

business is a fast food restaurant that offers a variety of street foods from

Korea and Philippines with a modern street style ambiance. The business

offers a variety of level-up Filipino street foods derived from the original

one that cannot be seen in normal stalls in sidewalks. The owners

decided to offer a combination of Filipino and Korean street foods given

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that the major customers mainly would be Filipinos and people who want

to taste the Korean delicacies.

The type of business was chosen due to its constant demand in

the market. This was considered as an opportunity since the main

purpose of establishing Kalye Express is to profit. One of the problems

though of venturing in a business is the presence of numerous

competitors which is the typical street food vendors on sidewalks who

offers lower prices compared on the price of the business.

The researchers thought of innovating things from the usual in

terms of rendering the products and services by incorporating unique

features and quality that will make the business stand out. As the initial

capitalization used in establishing the business amounting to six million

pesos, Kalye Express has the ability to gain an impressive profit enough

to return the investment. This proves that the target market find its

acceptability, affordability and their willingness to patronize our offerings.

Kalye Express is looking forward for the improvements and innovations in

the business products and services, establishments facilities, and

necessary equipments needed in the operating the business.

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TABLE OF CONTENTS

TITLE PAGE

APPROVAL SHEET ii

ACKNOWLEDGMENT iii

EXECUTIVE SUMMARY vi

TABLE OF CONTENTS viii

LIST OF TABLES xii

LIST OF FIGURES xv

Chapter 1 BUSINESS CONCEPT

Introduction 1

Overview of the Business Concept 2

Business name and logo 4

Business Offerings 6

Unique quality 24

Business Structure 25

Business Location Analysis 30

Short term and Long term objectives 36

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Chapter 2 SITUATION ANALYSIS

Related Studies 38

Industry review 45

Key drivers and key barriers 50

Competition Analysis 52

Target Market 54

Swot Analysis 56

Chapter 3 BUSINESS VIABILITY

Marketing Aspect 59

Management Aspect 75

Organizational Structure 76

Job description and qualifications 77

Compensation and benefits 83

Hiring process 91

Company policies 93

Production & Operation Aspect 97

Operating hours 98

Day-off scheduling 100

Step by step procedure on product making 102

Process for service industry 144

Equipments and materials for production 146

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Product costing / service costing 164

Legal Aspects 180

Permits and Licenses 181

Financial Aspects 184

Chapter 4 BUSINESS SCHEDULE

Gantt Chart of Business Activities 196

Budget Summary 198

Chapter 5 CONCLUSION AND RECOMMENDATION

Conclusion 201

Recommendation 204

REFERENCES

APPENDICES

Appendix A Survey Questionnaire

Appendix B DTI Registration Form

Appendix C Securities of exchange and Commission Form

Appendix D BIR Application Form

Appendix E Barangay Clearance

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Appendix F Police Clearance Certificate

Appendix G DOLE Certificate

Appendix H Mayors Permit

Appendix I PhilHealth Registration form

Appendix J Social Security System Registration Form

Appendix K Pag-ibig Registration Form

CERTIFICATE OF ORIGINALITY

CERTIFICATE OF ENGLISH EDITING

CERTIFICATE OF ACCOUNTANT

CURRICULUM VITAE
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LIST OF TABLES

Table 1.1 Filipino Street foods offerings 7

Table 1.2 Korean street foods 15

Table 1.3 Beverages 19

Table 1.4 Dessert 22

Table 1.5 Dips 23

Table 1.6 Job Description 26

Table 2.1 Direct Competitors 52

Table 2.2 Direct Competitors 53

Table 3.1 Age 60

Table 3.2 Capital Contribution 76

Table 3.3 Job Description and Job Qualification 78

Table 3.4 Salary and wage order per Job title 84

Table 3.5 Regular holidays 85

Table 3.6 Special holidays 86

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Table 3.7 13 month pay 87

Table 3.8 Benefits 89

Table 3.9 Work schedule 98

Table 3.10 Day-off scheduling 100

Table 3.11 Process for service industry 144

Table 3.12 Machineries and equipment 146

Table 3.13 Furniture and fixtures 153

Table 3.14 Sanitary supplies 160

Table 3.15 Raw Materials 164

Table 3.16 Other Expense 168

Table 3.17 SRP 168

Table 3.18 Individual Product Costing 171

Table 3.19 Total Sales of Products Sold 173

Table 3.20 Total Cost of Products Sold 175

Table 3.21 Depreciation 177

Table3.22 Wage and salary 178

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Table3.23 13 Month Pay 179

Table3.24 Benefits 180

Table3.25 Permit and Licenses 181

Table3.26 Income statement 188

Table3.27 Statement of Partners Equity 189

Table3.28 Statement of Financial Position 191

Table3.29 Statement of Cash Flow 192

Table3.30 Interpretation for Financial Results 193

Table 4.1 Gantt chart of business activity 196

Table 4.2 Budget summary 198

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LIST OF FIGURES

Figure 1.1 The Kalye Express logo 6

Figure 1.2 The Business Structure 25

Figure 1.3 The Actual Location of the Business 31

Figure 1.4 The Business Location of Kalye Express 32

Figure 1.5 The Business layout 33

Figure 2.1 Industry review graph 46

Figure 2.2 Industry review graph 48

Figure 2.3 Industry review graph 49

Figure 3.1 Gender 60

Figure 3.2 Question no. 1: Graph 61

Figure 3.3 Question no. 2: Graph 61

Figure 3.4 Question no. 3: Graph 62

Figure 3.5 Question no. 4: Graph 62

Figure 3.6 Question no. 5: Graph 63

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Figure 3.7 Question no. 6: Graph 63

Figure 3.8 Question no. 7: Graph 64

Figure 3.9. Question no. 8: Graph 64

Figure 3.10 Question no. 9: Graph 65

Figure 3.11 Question no. 10: Graph 65

Figure 3.12 The Menu of the Kalye Expres 68

Figure 3.13 The Menu of the Kalye Express 68

Figure 3.14 The Menu of the Kalye Express 69

Figure 3.15 The Menu of the Kalye Express 69

Figure 3.16 The Menu of the Kalye Express 70

Figure 3.17 The Flyers of the kaye express 70

Figure 3.18 The Flyers of the kaye express 72

Figure 3.19 The Website of the Kalye Express 74

Figure 3.20 The Facebook page of the Kalye Express 75

Figure 3.21 The Organizational Structure 77

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Figure 3.22 The hiring process of the kalye express 91

Figure 3.23 shows the Grilling procedure on Product making 102

Figure 3.24 shows the Frying procedure on Product making 110

Figure 3.25 shows the Steaming procedure on Product making 132