JOVEL’S KITCHEN RETAIL PLAN

LAPU-LAPU STREET, MAGUGPO SOUTH,

TAGUM CITY, DAVAO DEL NORTE

Presented to
The Department of Business Administration Education
Marketing Management Program
Tagum City

In Partial Fulfillment of the

Requirements for the Marketing 411

RENA DIANA
MERCY GENITA
CHRISTINE EVE LAURETA
JOVELYN MANLUCOB
HONEYLIE PORMENTO
GLENFORD RESPONTE

OCTOBER 2017

TABLE OF CONTENTS

Logo…………………………………………………………………………………...i
Executive Summary……………………………………………………......……….ii
Our Story……………………………………………………………………...…..…iii
Company’s Objective…………………………………………………………........iv
The Team………………………………………………………………..…………...v
Part I. Marketing Aspect…………………………………………..……………...1
Target Market……………………………………………………………..…………1
Location…………………………………………………………………..………….1
Historical Demand………………………………………………………………….2
Projected Demand………………………………………………………………….2
Historical Supply……………………………………………………………………3
Projected Supply……………………………………………………………………3
Unsatisfied Demand………………………………………………………………..4
Competitions…………………………………………………………..…………….5
Channel of Distribution……………………………………………………………..5
Product / Services & Prices……………………………………………………......6
Promotions………………………………………………………………………..7-8
Part II. Management Aspect……………………………………………...………9
Manpower………………………………………………………………………..9-15
Organizational Structure………………………………………………………….16
Part III. Technical Aspect………………………………………………………..17
Business Location…………………………………………………………………17
Business Lay-out…………………………………………………………………..18
Business Tools & Equipment…………………………………………...…….19-25
Part IV. Financial Aspect……………………………..…………………………26
Financial Assumptions……………………………………………………………26
Projected Income Statement……………………………………………………...27
Projected Cash Flow………………………………………………………………28
Projected Balance Sheet………………………………………………………….29

PART I
MARKETING ASPECT
 Jovel’s Kitchen is a type of retail business that will never be gone. It is
part of the Filipino culture. As students and employees, we want the taste of a
good home cooked meal..

Target Market
Jovel’s Kitchen target markets are constituents from UM Tagum
College and L&L Marketing, tricycle drivers, boarders and other people from
nearby establishments. Most of these people choose because it feels like
home and it has some sense of a “commonplace”. They want new offerings
every so often and don’t want to get bored with the food. They also want very
reasonable price for each product.

Location
Jovel’s Kitchen will be located at Lapu-Lapu Street corner Sobrecary
Street, Magugpo South, Tagum City. This is an ideal place because of the
presence of schools, business establishments and boarding houses.

Competitors
Our nearby competitors are Tagum Diners, a mini-restaurant which
also serves dishes during meals and offer catering services. There’s also the
Tuna King Ihaw-Ihaw which offers panga sa Tuna, meat barbecues and other
dishes. Other competitor include Munting Tindahan (Talipapa) located inside
the UM Campus and Street Food Vendors which offers low-cost street foods
which could satisfy the hunger of students.

Supermarket UM Tagum College

(NCCC, Gmall, constituents
Grand Mall, JS
Gaisano, Purefoods
Meat Shop) L&L Marketing
Constituents
Other Grocery
Jovel’s
Stores
Kitchen
Tricycle
Tagum
Channel of Public
Distribution Drivers
Market

Tagum City Rice

Distributor Other
Customers

Tagum City
Coca-Cola Products
 The suppliers and providers of our products viands are wet markets
from different supermarket: NCCC Mall, Gaisano Mall, Grand Mall, JS
Gaisano, & Purefoods Meat Shop. For the rice we will purchase into Baga
Rice Mill at Suaybaguio District, Magugpo North Tagum City. In soda
products, we partner to Aunty’s Panel softdrinks in Terminal Tagum City and
lastly for the recipes and condiments for viands we purchase into Public
Market Tagum City.

Products and Services

 Jovel’s Carinderia will offer the following products and services to our
valued customers:

Breakfast: Lunch

 Rice – P7  Rice – P7
 Eggs – P10  Adobong Manok – P20

 Ham – P10  Adodong Baboy – P20

 Fruit – P10  Pork Barbecue –P10

 Longanisa -P10  Pork Menudo – P20

 Bicol Express – P20

Drinks:

 Chicken Afritada – P20

 Softdrinks (Coca-cola Products)
 8oz – P10  Adobong Kangkong – P15

 Coffee – P15  Pork Sinigang – P20

 Pinakbet – P15
Services:

 Inihaw na Liempo – P65

 Food Service
 Sinigang na Isda – P20
 Take-out Orders
 Tinolang Isda – P20

 Piniritong Isda – P20

Promotions
.
 Signboard this is important for customers to know and remember the
name of our Jovel’s Kitchen and to help them to find our area / place.
 Flyers for opening in Jovel’s Kitchen for the customer awareness.
 Advertisement. If your budget allows it, you may advertise on radio so
that more prospective customers will know your business.
 Promotional items. Promotion can be done through the provision of
promotional items like soft drinks.
 PART II
MANAGEMENT ASPECT

Management aspect implies a clear classification of duties and

responsibilities flow of authority and manpower labor requirement. To achieve
this, management must be able to plan all activities for the Jovel’s Kitchen to
become productive and competitive retail business through marketing,
production, financial, and administration.

Marketing
Jovel’s Kitchen workforce consists only of few staffs. The business will
need four staff to serve the customers, washes dishes, and clean up the
place. Christine Laureta will take care of the promotions and advertising.

Production
Rena Diana and one cook will team-up to do the task of cooking and
creating our product.

Financial
Jovel’s Kitchen will hire one cashier for the day-to-day payment
transactions; Honeylyn Pormiento will keep the records, do the accounts,
prepare the payroll and will collect settlements and receivables.

Administration
Jovel’s Kitchen will start as a small business. The business owner,
Jovelyn Manlucob will do the purchasing of the basic dining stuff like tables
and chairs, utensils, water pitchers, trays and other things. She will also apply
and process for the necessary permits in the locality so that the Jovel’s
Kitchen will be legally operated.
Manager

The owner/manager will take care of the purchase decision, preparing

contracts, renewing permits and handle the office especially in decision
making particularly in purchasing decision.

Marketing Department Head

The marketing department head will handle strategies planning on how

to advertise & promote the product, also take care on selling and delivering
the product.

Promoter In-Charge

The promoter will be the in charge of advertising and promotion to

convey the customer to benefit the service offered.

Financial Department Head

The financial departments head will be the in charge to the accounts, to

prepare the payrolls, to keep the records and to collect settlements or
receivables.

Bookkeeper

The bookkeeper will take the report financial and tax records of the
business to the government.

Dining Room Manager

Mercy Genita will handle for the day-to-day operation of a specific food
and beverage outlet. The Dining Room Manager is present during meal shifts
and is responsible for overseeing all aspects of the members’ experience
within the specific food and beverage outlet.

Marshall Men

The Marshall men will be in charge in securing the cleanliness in the

environment/area at the same time they will in charge to monitor and check
the cleanliness of surrounding area.