MARKETING PLAN

POTATO CORNER

SUBMITTED BY:

CUEVAS, PATRICIA NICOLLE

EBUENGA, KENNA MARIE

GALOYO, PRINCE SIDDHARTHA

GARCIA, YVES DOMINIC

TAGALA, MIKE

SUBMITTED TO:

MS. CHONA

MKA 23

SEPTEMBER 2019

 
 I. SWOT ANALYSIS

Strengths: Weakness:
 Established Brand Name  Few Products
 Pricing Ability  Lack of Advertising
 Low Investment Risk  Low Product awareness
 Affordable  High-Calorie Content
 Ensures Spontaneous Purchase  Few Crew per stall
 Variety of Flavors  Online Presence
 Packaging 

Opportunities: Threats:
 Geographic Expansion  Unpredictable trends on taste Preferences
 Emerging Market  Bad economy
 New Ingredients/Products  Restrictions
 Social Media Expansion  Reduced consumptions by health-conscious
 Changes of eating habits in the customers
current of people  Probability of low quality of potato
 Introducing new flavor ranges  Increasing health awareness
 Online marketing of product and
delivery
 Direct towards Healthy and Safety
issues
 Upgrade customer service

 
II. PEST ANALYSIS

Political Factors:

Our government have rules and regulation to improve the health of every Filipinos.

Potato corner are required to sell their product in fresh. The government policies

regarding the taxes can clearly affect the food businesses in our country. The company

must fulfill the requirements resulting from establishment of any political alliances. Other

political risks include the violence, corruption, war and social unrest. We have in our

country the food Safety Act of 2013 Republic Act (RA) No. 10611, also known as the

“Food Safety Act of 2013” defines food as any substance or product whether processed,

partially processed or unprocessed that is intended for human consumption. On the

other hand, food safety refers to the assurance that food will not cause harm to the

consumer when it is prepared or eaten according to its intended use (Section 4.n).

Economic Factors:

The state of the country and unemployment rates can affect the food industry. Healthier

alternatives to foods are pricier compared to easy-to-make snacks. Not only that, but

the convenience of ready-made food, despite the unhealthiness, can outweigh the trial

and error of cooking snacks from scratch. This has allowed greater expansion of fast-

food restaurants over the last decade. But potato corner is working against each other.

Potato Corner is throwing out a personalized card (Potato Corner Gold Card) that

entitles the winner a year’s worth of Giga Fries on a weekly basis. in response, Crazy

Fries and Potato Giant were pressured to keep their prices low. And yet, in the face of
consumers growing more health-conscious, Crazy Fries’ and Potato Giant’s sales were

getting lower than Potato Corner’s.

Food interest rates, taxation, and consumer spending affect the options and

opportunities presented in the food industry. Although there is a slowdown in sales, fast

food is a convenience and a necessity to many still.

Social Factor:

Healthy diet trend of those who try to lose weight/maintain a healthy diet have cut back

on carbohydrates. So, should promote more its vegetable crisps options. Growth of

interest in natural products. Potato corner must move away from traditional, high-

calorie fried foods towards healthier alternatives. The industry was held liable for the

increasing childhood obesity. As a result, it had to adopt measures like showing

nutritional content on the label and reducing calories in the items.

Technological Factors:

As of now consumers of potato corners uses mobile therefore utilizing it by creating an

app for deliveries can help since that there are some consumers who craves fries

instantly. Doing a great style of interior and Wi-Fi connection will be great for those

consumers who eats at the said store. With the rapid growth of technology potato corner

can now search and collect data’s and ideas to innovate or improve potato corner’s

menu like in the varieties of flavors or adding newly trend beverages which is perfectly

combined with their product like milk tea etc.

Threat of New Entrants

Example: (Finally, there is also a high threat of substitutes as consumers can simply

boil water, buy bottled water from supermarkets instead of from water refill stations, or

own home water purifiers. While the latter is more expensive, a few like Waters

Philippines has installment plans priced near the monthly expenditures of households

for their drinking water.)

Bargaining Power of Buyers

Example: (Bargaining power of customers is also high with the proliferation of many

neighborhood water refill stations who will even deliver with a single bottle purchased

from them.)

Bargaining Power of Suppliers

Example: (For bargaining power of suppliers, the franchisor has high power as

franchisees cannot buy replacement parts elsewhere and need to recover the franchise

fee they paid.)

Rivalry

Example: (There is highly competitive intensity as the prices of water refill stations have

dropped from its initial P100+ per 5-gallon bottle when they started some two decades

ago to less than P30 today.)

Substitutes
 IV. CUSTOMER ANALYSIS

Competitor A’s Competitor B’s Competitor C’s Potato Corner

Product Product Product

(Crazy Fries) (Potato Giant) (Potpot’s Fries)

and potential kids at heart

customers?

What do customers

do with our

products?

Where do they buy?

When do they buy?

customers select our

products?

Why do potential

customers not

purchase our

products?
V. COMPETITOR ANALYSIS

POTATO CORNER
 A. Company profile

Potato Corner, dubbed as the World’s Best Flavored Fries, has been a leading brand in

the food industry for 25 years.

Potato Corner opened its first outlet in the Philippines in October 1992 and began

franchising the year after. Today, it has grown from small carts into in-line stores found

in almost every corner of the world – in malls, schools, hospitals, bus stations,

amusement parks, and even tourist destinations in multiple countries. In every corner of

the world, someone wants Potato Corner.

B. Mission/Vision

Potato Corner, the first and the original Flavored French Fries prides itself in being a

Global Brand that serves the best-flavored fries to its customers, and by providing

limitless opportunities for its Franchisees.

In the celebration of our 24th year, Potato Corner embodied the theme: Championing

the Game, which essentially means working our hardest to ensure that we provide

quality products to our customers and excellent service to our franchisees.

Our Cheese, Barbecue, and Sour Cream flavored fries have been a staple snack for

many Filipinos, as well as our friends around the world. It is our standard to maintain top

quality French Fries with the right crispiness and texture, which is then shaken to

perfection with the customer’s preferred flavor. It is because of our customers that we

can succeed as a brand.

We take pride in giving our franchisees an opportunity to grow with us; we make sure

that we work together with them in ensuring that their branches reach optimum sales
while maintaining the quality of products and services that we provide our most loyal

customers. With this, we make sure that as we grow, our franchisees grow with us.

C. Founder/Management Team

Potato Corner is a wholly owned Filipino company that is now one of the most

successful local businesses that is also reaping success in other countries. It can be

found in all malls and the brand has gone from just kiosks to stand-up stores. Its

amazing success, like most other success stories, started with a leap of faith and has

gone on to establish it as one of the most profitable franchises in the country.

One of the original founders of Potato Corner, Joe Magsaysay, shared with Business &

Leisure the company’s humble beginnings over 20 years ago. It started with four

partners: Ricky Montelibano, Joe’s brother-in-law, and friends Danny Bermejo, George

Wieneke and their wives.

D. Competing product features

Potato Corner’s Cheese, Barbecue, and Sour Cream flavored fries have been a staple

snack for many Filipinos, as well as our friends around the world. It is our standard to

maintain top quality French Fries with the right crispiness and texture, which is then

shaken to perfection with the customer’s preferred flavor. It is because of our customers

that we are able to succeed as a brand.

E. Target Market
Potato Corner flavored French fries is a companion and a Life Long Friend (LLF). Not

too many know it, our target market are kids, student and kids at heart. And it is this

market that is now our partners and investors. We noticed this phenomenon about 10

years ago which continues until today, that those wanting to franchise Potato Corner in

the Philippines and abroad were our customers when they were in their teens many

even younger. Our franchise base now are millennials wanting to go into business or to

become entrepreneurs and it just happened that Potato Corner who they know and

been friends and companion with all their life. What better business or partner to dive

into than with the one you know the since childhood. Not only that, since young people

are still starting out, they have limited capital and we address this because we give the

best value for the business/brand out there. We even have a NO CASH OUT Plan! And

not only that, we further add value to our partners by having one of the quickest

paybacks in the industry that we are in which addresses millennials instant gratification.

And if you look at our franchise, we made our franchise into a product for millennials to

address the characteristics and personality of millennials.

F. Positioning Strategy

Potato Corner have flavored French fries (potatoes are vegetables) that make you feel

good and flavors that you can choose from as everyone has a different taste or

preference. We focus on one product. You can do so many things with just product

alone if you look through it with a magnifying glass, look at the market now, those who

have rapid growths are one brand – one product brands/companies. Isn’t this amazing –

the power of ONE THING only!

People

Price

Place

Promotion

COMPETITOR ANALYSIS FOR “POTATO GIANT”

A. Company profile
Potato Giant, a food kiosk business established by Storm Carts Enterprise Inc. Potato

Giant serves the best and most innovative homemade potato snacks in town! They offer

bite size, ready to go munchies.

Two years after setting up his first kiosk, he transferred to the Agno Food Court and put

up three additional food carts in the area. In 2013, he also opened kiosks in Ateneo de

Manila University, Philippine Women’s University, and De La Salle University Manila.

A year after, focusing on his business, Mr. Cantillon transformed the sole proprietorship

business into a corporation namely, Storm Carts Enterprise Inc. After the said change in

business form, more company-owned stores and franchised stores were opened around

the University Belt.

B. Mission

Make and offer good to go, affordable a la carte refreshments and consumables

through franchise kiosks and serve fast, prompt, and customer-prioritizing

catering services.

Vision

Operate as the leading franchise company in the Philippines, while maintaining

standard processes and expanding menu and catering services for every person,

regardless of social status or education, to enjoy quality and innovative food

concepts.

C. Founder/Management Team
Storm Carts Enterprise Inc. was owned and managed Mr. John Jeric Cantillon, an

alumnus of De La Salle University Manila with a Bachelor of Science degree in

Accountancy. He put up his first food kiosk (Potato Giant) in 2007 located along

Fidel Reyes Street, Manila. With a vision to build the largest food network to connect

people from all walks of life, Mr. Cantillon worked hard to grow the business by opening

kiosks in different locations

D. Competing product features

E. Target Market

F. Positioning Strategy

G. Marketing Mix

COMPETITOR ANALYSIS FOR “……………..”

A. Company profile

B. Mission/Vision

C. Founder/Management Team

D. Competing product features

E. Target Market

F. Positioning Strategy

G. Marketing Mix