KATALOG: Kanin, Tapa, at Itlog

A Business Proposal
Submitted and presented
To Faculty and Staff of
Department of Business Administration Program
Philippine Women’s Universtiy
Calamba, Laguna

In Partial Fulfiment
Of the Requirements for the Degree
Bachelor of Science in Business Administration

Geraldine M. Lozada
Calamba, Laguna
November 2019
 Contents

Acknowledgement

Executive Summary

Chapter 1

Chapter 2

Chapter 3

Chapter 4
Acknowledgement
Executive Summary
 Chapter I

(Introduction)

Catalog is a type of pamphlet or booklet from which it contains a compilation and

enumeration of items organized in a systematic manner with descriptive details. In

technical sciences and applied physical and/or even biological sciences, cataloguing

means it systematize a certain system with variant systematic effect. Thus the

systematized systematic system is systematically concerning to the resultant or the so-

called systematic effect. In contrast to the case of Katalog which is derived from the

aforementioned Catalog, it concerns as well to as profound systematic business policy

and nature of implementation from where it would accumulate more profitable income

and would eventually venture to the modernized corporate industry. In this case as well,

the expectation of normal food business plan would like to exceed that even the nature

of the business is targeting the simple and daily or day-to-day basis, it could prosper in

a short amount of time with proper strategic analysis and implementation.

Katalog as the name suggests, which is basically derived from the systematic

nature of catalog, is a food business that would like to use “kanin”, “tapa”, and “itlog”, as

a main specialty. This would serve not so different from an ordinary “tapsilogan” where it

uses “tapa”, “sinangag na kanin”, and “itlog” as a main dish course. However, in

accordance to the feasibility study in the context of Cavite State University, Main

Campus in Indang Cavite, tapsilogan illuminates in every context of meal, even in

breakfast, lunch, or even dinner. The study shows that feasibility rate of tapsilogan in

near campus or school building areas generate eighty-nine percent (89%) of feasibility

and profitability.
 Moreover, the chances of business success rate in accordance to the feasibility

study, is beyond fifty percent (50%) that is why the risk of bankruptcy is almost two (2)

to three (3) percent. These two (2) to three (3) percent may manifest in the factors of

incapability and negligence of management in the business. Thus, the principal of the

business plan would also like to suggest a proposal to establish a business in the

different context and environment not however, in the outside periphery of school zone

areas.

Furthermore, the business is feasible and applicable in a manner that it does not

need much more cost in the capital at the start of the business. The business may start

with a stall and having three to four flip tables at the corner with two to three crews

catering the needs of the customer. Hence, the aspect of Katalog would eventually

prosper if the management of the business systematically organized and well-

monitored. The factors that would intervene in this aspect is the chances of the crew not

to perform well in the process of the operation, that is why the owner or the CEO must

have duly accomplished time to assess the needs of the business. At certain point of

time, a month is more than enough to access the profitability of the business. Within that

period of time the business should be able to prosper just months to pass.

The purpose of the business first and foremost is to accumulate customers and

generate profit. It should always abide the corporate law in the establishment and

environmental policies that provides safety and eco-friendly environment. The

secondary purpose of the business is to contribute to the developing economy of the

Philippines. Just by circulating the monetary concerns, the law of demand and supply,

contributes to the macro-economic aspect of the state. Since this another form
economic contribution to the country and to the state, the last but not the least is the

contribution to socio-political, cultural, and industrial perspective which is the costumers.

The main function of the business is to gather positive comments and review from the

costumers. This would be the main strategy of the business where the advertisement of

the products would include representation and costumer’s service. Hence, by allowing

the business to maintain its reputation and dignity, the next thing that would follow is to

slowly maximize and extend the scope of the business.

The capital on this business would like not to exceed from ten-thousands pesos

(P10,000.00), where the target of the business is students and pupils from schools near

the area. Ten-thousand is more than enough to buy raw materials which are meat,

eggs, and rice that would like to venture the business for the whole two-weeks. After a

month, the allocation of the capital should manifest in the continuous inventory of the

business.

Chapter II

(Industry Analysis)

The food industry is getting bigger and wider nowadays for the purpose of

globalization and the benefit of modernization. The modern trend is the people in the

corporate world and other industries having had tight schedules and time to prepare

food. Preparing food is accumulating and attracting luxurious time than of travelling or

transporting from home to workplace. Generally the business would like to extend its

nature from being a friendly food environment to busy people such as students, jeepney

drivers, crews, employees from different companies, and so-on and so-forth.

Furthermore, the business is not only focused on three-meals of the day, it also
provides snack-time where “Katalog” treat tapsilogs as snacks and other form of

snacks. Filipino culture is meal-oriented, this culture reflects that Filipinos have had the

inclination of eating and the kindness to give food to others. This kind of emotional

equity drives Filipinos to strive to fight the side of hunger and famine.

Moreover, the business would like to contribute to the fight of poverty in the

future trend. The business overwhelmingly encouraged that as it progress and success,

the poverty rate of the Philippines would eventually diminished.

Mission and Vision

Vision

To be well-known and one of the best tapsihan, having 50 branches around

Laguna.

Mission

Katalog provides the highest standard of food services in line of Tapsihan, giving

joy on every plate that is served by our hospitable staff with cozyrustic ambiance eating

the tastiest silog meals in town.

Analysis of Competitor

The city of calamba had several known tapsilogan like “Mavey and Everyuans

Tapsilogan and Lomi House”, “Jolan’s Burger and Tapsilogan”, and Dylaris Tapsilogan

Sizzling”. These tapsilogan had protected and manifested their reputation through the

feedbacks of their costumers, the most common feedback is the ambiance and taste of

the dish serve to every plate and table. While having been said that, Katalog would like

to renounce that the business would compete in the time where it is fully establish and
renown. Thus, believing that every competition is in the act of perseverance, to

persevere in the time of operation of establishing the business is the crucial event for

the business stakeholders.

Market Segmentation

The business would like to include the small-type business venture where the

segment of accumulated costumers are primarily based on the students and street-jobs

employees. The business is open to any costumers that would like to target small bills

payment and affordable price. Basing on the four types of segmentation, geographic

segmentation is based on the location of the business from which is primarily targets the

school zones near in Calamba. Demographic is primarily focused on the students and

jeepney drivers. Psychographic is that the KATALOG meals are in common interest of

the students for it allows the student to buy it in an affordable student meal price. While

jeepney drives can easily buy it during having a travel because it can be easily eaten as

a packed-meal. Thus, there three segmentation to be considered, Geographic,

Demographic, and Psychographic.

Chapter III

(Description of the Venture)

THE BUSINESS

KATALOG is a casual dining restaurant that utilized the table serviced costumers

as it is free to choose their desired seat and table. The menu is presented in a brochure

style that has been placed on top of the table. Katalog is a casual restaurant service

because it is a type of hospitality strategy that is used in restaurants. Once the costumer
has been seated on their desired table and seats, they may choose their order on the

brochure placed on top of their table and the server will come to their table to ask for

their orders and aid their needs. The order will be given to cashier and call it to the

kitchen staff. This approach to serving the costumer involves providing food and

beverage.

THE PRODUCT

The word tapsilog describes the dish’s three main components: tapa (beef

slices), sinangag (fried garlic rice), and itlog (fried egg). The tapa is usually made by

marinating the beef in a special sauce or mixture and then drying it out in the sun. This

process gives the sweet, savoryflavor, and slightly chewy texture. Most groceries and

restaurants source their tapa from Pampanga, a province renowned for its thriving meat

industry and its residents’ cooking prowess.

Sinangag is a testament to our Filipino ingenuity when it comes to reducing

waste and maximizing utility. It’s leftover rice that’s kneaded by hand to break apart any

clumps prio to being in a work with a bit of oil, rock salt, and a lot of garlic. Cold, day-old

rice is preferred to anything freshly cooked since the former has a drier, somewhat

harder texture that stands up to the high cooking temperature better. The itlog portion is

a simple as it gets; a farm fresh chicken egg fried to the desired degree of doneness,

sunny-side up style.

A plate of tapsilog is a delightful study in taste and texture. You get the rich,

buttery silkiness of the egg, the herbed, aromatic gains of the fried rice, and the savory

lip-smacing meatiness of the tapa in one delicious dish.

Proposed Personnel

Personnel Number of Personnel

Proposed Office Equipments

Equipments No.

Stoves/Gas 3

Kitchen Utensils: Plates, Spoon, Fork, etc. 100 pcs. each

Tables 20 tables

Air Conditioner 1 centralized AC

Two-storey Building 1

Chapter IV

(Manufacturing Process)
 KATALOG will operate from 5:00 AM to 10:00 PM from Sunday to Saturday and

offers different “Silong Meal”, “Barakada Meals” to preserve the look of the store which it

is known and add some touch of modern rustic style that everyone will surely enjoy. The

interior design of KATALOG is rustic vintage modern style as it preserves historical

settings of the history of Laguna. Operation hour is one hour ahed to opening hour

which is 4:00 am. The employee is consisted of two kitchen staff, one cashier and two

servers, wherein they will start their duties and responsibilities at 4:00 AM until 10:00

PM. Since 9:00 to 10:00 pm is a slack time, staffs can do pre-closing procedures.

Services

KATALOG serves a variety of silog meals that are good for one person or a

group of people:

 Rice

o Steamed Rice

o Garlic Rice

o Egg Rice

o KATALOG RICE

 Soup

o MUSHROOM

o CREAM OF CORN

 Drinks

o Blue lemonade

o Cucumber
 o Pink Lychee

o Iced Tea

o Hot Choco

o Coffee

o Iced Choco

o Iced Coffee

 Single

o Tapsilog Malingsilong

o Cornsilog BBQsilong

o Bacsilog Chicksilog

o Shangsilong Fishfilletsilog

o Hotsilog Liemsilog

o Daingsiong Tosilog

 In A Relationship

o Cool OFF

 Quarter Chicken

 TAPA

 Sidedish: Cucumber and Tomato

o Nanlalamig

 Bangus

 TAPA

o Sana ALL
  Sizzling Fish Fillet

 Third Party

o Misis

 Shanghai

 BBQ

 SWEET&SPICY TAPA

o Mister

 Liempo

 Siomai

o Mistress

 Porkchop

 Spicy Tapa

Marketing Strategy

Katalog would like to strategize the introduction of new products in a food

industry. The millennials are prone to relationship issues and other trends when it

comes to relationship. The theme of the restaurant in this food industry will pursue

based on the services offered that would like to accumulate sales.

Another form of Marketing plan and strategy that would be used for this business

is manifested in a brochure or pamphlet as it suggest. Crews such as servers when

having enough time, would disseminate the pamphlet or the brochure with the name as

it suggest a form of catalog to inform potential buyers.

S
h
s
a
C
w
e
t
h
c
t
i
K
o
d
r
e
n
w
O
Fi
ae
n
M
/
a
e
d
r
r
g
a
d
n
e
tt
A
e
H
n
ff
a
t
Sd
aa
t
n