FEASIB

Feasibility Study

Credit Hours: 3

Instructor Information

Instructor: Angelo Paolo C. Acosta

Email: angelopaolo.acosta@gmail.com
Phone: 09750192882

Institution: Core Gateway College Inc.

© 2021 A.C. ACOSTA

Copyright Notice: This course pack may be used only for the CGCI educational purposes. It
includes extracts of works from outside sources which are duly cited and acknowledged on this
material. You may not copy or distribute any part of this course pack to any other person. Where
this course pack is provided to you in an electronic format you may only print from it for your
own use. You may not make a further copy for any other purpose. All rights reserved.

Course Description

The course covers the development of feasibility analysis and evaluating project's relevant
factors such as management, marketing, technical, financial and socio-economic aspect.

Course Scope

The content of this course includes, but is not limited, to the following topics:

Overview of Feasibility Study

The General Format
Management Feasibility
Marketing Feasibility
Technical Feasibility
Financing and Financial Feasibility
Socio-economic Feasibility

Course Delivery Method – First Term (August - December 2021)

This course will be delivered via distance learning that will enable students to complete
academic work in a flexible manner, completely online which includes *synchronous and
asynchronous activities. Course materials and access to an online learning management
system will be made available to each student. Students should respond to Forum questions on
Edmodo account (accomplished in groups through a threaded forum). Virtual class lectures
through videoconferences will be conducted via Zoom or Google Meet. Online assignments will
be submitted on Google Classroom as noted. Faculty will assist and support the students on the
use of online resources throughout this course.

*Synchronous and Asynchronous Activity refer to two modes of online learning. Synchronous activities happen in
real-time, usually via videoconferencing. Asynchronous activities are online learning activities that students can do on
their own and at their own pace, within a reasonable time frame.
Virtual Class Schedule

Every MWF 9:00a.m.-10:30a.m., 2:30-4:00 p.m. (August - December 2021)

Course Materials

Online reference for the course:

https://corporatefinanceinstitute.com/resources/knowledge/other/feasibility-study/
https://smallbusiness.chron.com/business-plan-vs-feasibility-study-43382.html

Evaluation Procedures

Forum

Please join the forums each week. Students must post a reply and comment on uploaded topics
on Edmodo class. The Forums are for student interactions in order to fully participate in the
discussions. Students should demonstrate their own knowledge in the forums and avoid copying
and pasting from websites.

Assignments

Throughout the semester you will write responses to questions. These responses will involve
analyses of readings, comparing and contrasting the views of authors, and critique of arguments
presented by the readings or the class. Questions will be posted on Google Classroom. Papers
will be graded for accuracy of interpretation, rigor of argument, and clarity of expression.

All writing assignments, unless otherwise noted, should be: 1) composed as Microsoft word
documents, 2) written using 11pt Arial font, 3) double-spaced, 4) submitted electronically. 10
points will be deducted for every day an assignment is late. Be sure to edit, proofread, use spell
check, double check your grammar and correct all errors before submitting your weekly writing
assignments. Title your work with your full last name, given, middle initial, class, then
assignment/activity number or name.

The success of this course depends on your ability to read the assigned readings closely, think
carefully about the points raised or ignored by authors, and bring to the group your questions
and concerns. Prior to each new week in the class, please review announcements and lessons.
Having prepared and read the required readings prior to class ensures your productive
participation. We should work to achieve conversational exchanges with each other through
Forums and emails, constructively challenging each other to think broadly and critically about
ideas or assertions posed by the readings.

GRADING SYSTEM

Examination = 40%

Quizzes = 30%

Projects = 25%

Attendance on virtual lectures =5%

TOTAL =100%

Policies

Please see the Student Handbook for full reference on all College policies.

Citation and Reference Style

Attention Please: Students will follow the American Psychological Association (APA) manual
(6th edition) as the sole citation and reference style to be used in written works as part of
coursework. See http://www.apastyle.org/ and http://www.apastyle.org/learn/tutorials/basics-
tutorial.aspx.

Websites: Do not quote or paraphrase published sources, including assigned readings and Web
based sources, without explicit reference to the original work. Credit the source using APA style.
Cutting and pasting from a website without citing the electronic source is plagiarism, as is taking
phrases, sentences and/or paragraphs from textbooks without referencing the source.

Documents/Files: When uploading assignments, make sure they are in Word doc format. Make
sure to properly format papers (or PowerPoint) with a cover sheet. Use black 12 Times New
Roman or Arial.

Plagiarism

Specifically, all students in this course are to follow these guidelines:

Do not quote or paraphrase published sources, including assigned readings and Web-based
sources, without explicit reference to the original work. Cutting and pasting from a website
 without citing the electronic source is plagiarism, as is taking phrases, sentences and/or
paragraphs from textbooks without referencing the source.
Do not insert parts of class lectures, online modules, or tutorials, including examples, into
your own work, without permission or citation. These are published by the instructors, who
properly cite the sources of any externally published sources.
Do not insert parts of previous students’ work or current students’ work into your own work,
without permission and/or citation.
You are expected to use your own words to demonstrate your understanding of the content of
this course. While it is appropriate to reference experts and outside resources, students should
do so judiciously to avoid simply summarizing and paraphrasing what all other sources have
stated about a given topic. Remember to always cite any work that is not your own intellectual
property. Failure to do so may result in failing an assignment and/or course; and ultimately may
result in being removed from the program due to a violation of professional dispositions.

Late Assignments

Students are expected to submit classroom assignments by the posted due date and to
complete the course according to the published class schedule. As adults, students, and
working professionals, I understand you must manage competing demands on your time.
Should you need additional time to complete an assignment, please contact me before the due
date so we can discuss the situation and determine an acceptable resolution. Routine
submission of late assignments is unacceptable and may result in points deducted from your
final course grade.

Netiquette

Forums on the Internet can occasionally degenerate into needless insults and “flaming.” Such
activity and the loss of good manners are not acceptable in an educational setting – basic
academic rules of good behavior and proper “Netiquette” must persist. Remember that you are
in a place for the rewards and excitement of learning which does not include indecent or
personal attacks or student attempts to stifle the Forum of others.

Disclaimer Statement

Course content may vary from the outline to meet the needs of this particular group.
Course Outline

Week Topic(s) Learning Outcome(s) Reading(s) Assignment(s)

1st - 2nd Overview of Define feasibility Chapter 1 Activity 1

Week Feasibility Study study
Understand the
importance of
conducting feasibility
study
Sources of ideas
Analyze the feasible
ideas
Discuss the major
components of
feasibility study
3rd- 4th The General Create the Chapter 2 Activity 2
week Format framework of
feasibility paper
a. Introduction

b. Executive
Summary

c. Project
Background

5th – 6th Management Write the Chapter 3 Activity 3

Week Feasibility management
aspect.
7th – 8th Write the marketing Chapter 4 Activity 4
Week aspect
Marketing
Feasibility

9th – 10th Technical Write the technical Chapter 5 Activity 5

Week Feasibility aspect

11th – Write the Financing and Chapter 6 Activity 6

12th financing and Financial Feasibility
Week financial aspect
13- 15th Write the Socio-economic Chapter 7 Activity 7
Week socioeconomic Feasibility
aspect

16-18th Analyze the Presentation of Chapter 8 Activity 8

Week viability of the Feasibility Study
idea

Chapter 1: Introduction to Feasibility Study

What is Feasibility Study?

A feasibility study, as the name suggests, is designed to reveal whether a project/plan is
feasible. “Feasible” means capable of being done or carried out. It is an assessment of the
practicality of a proposed project/plan.

A feasibility study is part of the initial design stage of any project/plan. It is conducted in order to
objectively uncover the strengths and weaknesses of a proposed project or an existing
business. It can help to identify and assess the opportunities and threats present in the natural
environment, the resources required for the project, and the prospects for success.

Feasibility Study vs Business Plan

If you're considering starting a business, you'll need both a feasibility study and a business plan.
Both documents should be written after conducting thorough research and critical thinking, and
conveyed in formats that others can understand. That way, you can show both to people whose
opinions you value as well as to those you hope will invest in your idea. Before you begin, it's
important to define and distinguish between a feasibility study and a business plan.

Defining Both Terms

A feasibility study is done before starting a business, when you have the idea for the business
but you want to make sure it's feasible, or advisable. Put another way, is it worth your time,
effort and money to create this business?

Several different professionals may contribute to the study, such as an accountant,

entrepreneurs who have opened successful businesses, and Realtors who advise on the worth
of the location and pricing, comparing similar businesses in the area.

A business plan details how the business will operate. It assumes your feasibility study has
been completed and it was determined the idea is viable. Now you're going to spell out your
financial and other objectives, the methods you plan to use to achieve them, and your proposed
organizational structure.

Consider the Similarities

Comparing the similarities between feasibility study and business plan is important because
both are used in different ways to help you create a profitable business. Similarities between the
two documents include:

Timing: Both are initially done before the business opens, and can be conducted again later to
determine the next steps on future ideas.

Input: Both include input from several individuals or departments that have different skills.

Format: Both include other documents that are pulled together in order to compose the report.
Components: Some of the issues analyzed are similar, including examining the target market,
market conditions and financial costs.

Usage: Both help the organization's management make decisions, and can also be shown to
potential investors.

Understand the Differences

It's equally important to understand the difference between feasibility study and business plan.
They are not the same, and one cannot substitute for the other. Differences include:

Purpose: Feasibility studies determine whether to go ahead with the business or with another
idea, whereas business plans are designed after the decision to go ahead has already been
made.

Methodology: Essentially, feasibility studies are research projects, whereas business plans are
projections for the future.

Risks: Feasibility studies determine the risks associated with the idea, whereas business plans
explain how management will deal with the risks so that it will make a profit.

Cost: Feasibility studies can require hiring outside professionals with expertise who will conduct
thorough studies, whereas business plans are written by employees of the business, as part of
their jobs.

The Importance of a Feasibility Study

Uncertainty is a constant that businesses of every size face daily. Getting customers in the door,
encouraging them to spend, and ultimately generating a profit are basic objectives that can at
times seem difficult to achieve. Changing, adapting and incorporating new products and ideas
into your business mix are ways to remove some of the uncertainties you face, but without
proper forethought and planning, those steps themselves can be highly uncertain. Enter the
feasibility study: a chance to ask and get answers to questions that help you to assess
potential, and to predict the likelihood of success or failure.

The importance of a feasibility study has been debated within many companies for
years. What has come out of the debate is there are those that think they know what the public
wants and those that actually check to make sure their assumption is true.

By conducting a proper feasibility study, the target audience can be clearly identified
along with their purchasing power. This process will determine the economic prowess of a
proposal by a business. This is an important part of a business case that should be done after a
business idea is created but before it is technically developed and long before the production of
any product is started.

In essence, a feasibility study is to determine the viability of a business venture in a

specific area or sector of business. This is the process that will identify any possible problems
that might occur between the acceptance of the product with the consumer and how profitable
the business venture might be.

Just because a business has a great and needed product for a region, does not
necessarily make it a good business opportunity. Not all ideas that make sense are great
business opportunities. Like selling water in a desert, since there is a shortage of water, it
sounds like a great idea. But since there is very little water present, there is not a population that
sustains a living there and sales would not exceed the cost of importing the water to the arid
region, this is not a good and viable business venture.

What can be learned from a feasibility study can better help a business and a project manager
deciding if the business venture will be profitable. In the study, the logistics of the business
should be determined. If there is a problem, can it be overcome in a cost-effective manner.

The right marketing strategy can also be uncovered with a feasibility study. Determining how to
properly reach the tragic audience is a vital step in creating a viable business in any region. The
location of the business and how accessible to the target audience will also be a factor. A late-
night pizza delivery business would not perform well if based out of a mall that closes at 9 pm.

Finding out if your product or service is wanted, if the consumer is capable and willing to spend
on it and will they have access to it when they want is can all be determined with a feasibility
study. If a business skips this step in the development of their product, they very well could be
throwing their investment dollars away.

10 Great Ways to Generate Business Ideas

1. Start with family.

Tapping family for great business ideas may not seem like an obvious first step. Sure, you'll hit
them up for cash once you've developed your idea, but what can your aging father or cousin
Margaret contribute this early in the process? Plenty. Donald Trump certainly wasn't bashful
about learning the real estate business from his dad, Fred, who ran a thriving real estate
development company, says Ries. Trump had the good sense to get some priceless training
before going off to become one of the country's foremost builders and real estate developers. "If
his father hadn't provided the foundation and training [he needed] to create a profitable
business, Trump wouldn't be where he is today," Ries explains. "Unfortunately, many people
insist on [creating a business] themselves without any help from their family. That's foolish."

2. Get a little help from your friends.

Ries says you are severely limiting yourself if you rely solely on your own ideas -- especially
when your creative juices run dry. "This is reason enough to listen to ideas others may have,"
he says. "If you have 15 or 20 friends, chances are a couple of them have some incredible
business ideas."

If it weren't for Steve Jobs' good friend Steve Wozniak, there would be no Apple
Computer today, Ries points out. "Jobs didn't know anything about computers," he says.
"Wozniak, on the other hand, was the computer genius who developed the first Apple." Jobs
had an eye for great business ideas and saw the marketing potential for developing a new type
of computer. The important lesson is to keep your antenna up at all times so you can retrieve
good ideas when you stumble across them. Ries insists you can make more money recognizing
someone else's idea than creating one yourself.

3. Look at all the things that bug you.

It may not sound profound, but Ries says this is fertile ground for great business ideas. He cites
how upset Kemmons Wilson was in the 1950s when a motel owner wanted to charge him an
additional price for each of his five children. He was so ticked off, he launched Memphis,
Tennessee-based Holiday Inn, today one of the world's largest hotel chains.

If King C. Gillette hadn't been fed up with the tedious process of sharpening his straight-edge
razor, he wouldn't have founded the massive disposable razor industry. When he took his idea
for a portable razor with a blade that could be used several times to a research university for
assistance, engineers questioned his sanity. Gillette followed his instincts and the rest is history.

4. Tap your interests.

Thousands of clever people have taken up hobbies and turned them into a successful business.
Tim and Nina Zagat, who launched the Zagat Surveys, a publishing empire that sells restaurant
guides for many major U.S. and European cities, are great examples. In the early 1970s, the
Zagats were high-priced corporate attorneys whose passion was dining out. For fun, they
created a newsletter in which they asked their friends to rank popular restaurants in several
categories. Each year, the newsletter encompassed more restaurants. Eventually it became
such an expensive and time-consuming undertaking that the couple began charging money for
it to allay their expenses. That was the meager beginning of the famed Zagat Survey, which is
sold in bookstores worldwide. "When you're doing something you love, it's never considered
work," says Ries.

5. Travel

Traveling opens your eyes to a plethora of potential business ideas. Ries cites Leopoldo
Fernandez Pujals' discovery of Domino's Pizza on a trip to the United States from his native
Spain. Pujals was so impressed with the fast-food operation, he went back to Spain and
launched his own version, called TelePizza, in 1986. His company now registers $260 million in
sales, and employs 13,000 people in eight countries.

6. Keep your eyes open.

"When you see something that piques your interest, ask yourself, What is it about this situation
that's special?" says Ries. "Then narrow your focus so you home in on the idea." The process of
zeroing in on the idea often spawns important niche markets. "Blockbuster Video's niche is
renting videos, and Bulbs Unlimited's niche is selling light bulbs," says Ries. Get it?

7. Examine old mousetraps -- then build a better one.

"If a product doesn't meet your own high standards, create a better one," advises business
trendwatcher Perry Lowe. "That's what put Ben & Jerry's on the map." Ice cream fanatics Ben
Cohen and Jerry Greenfield felt popular ice creams weren't rich and tasty enough for their
cultivated palates, so they created their own super-premium line of ice cream, which is a
bestseller nationwide. Just think: If these ice cream gurus weren't such picky eaters, there
would be no Cherry Garcia, Chubby Hubby or Phish Food to enjoy.

8. Take it to the streets.

There's no better place to lock into up-and-coming trends than city streets, Lowe contends.
Street culture spawned punk, hip-hop, grunge and a number of other fads that rapidly evolved
into multimillion-dollar businesses. "Great ideas can often be found by just browsing happening
inner-city neighborhoods in virtually any big city in the United States," says Lowe.

9. Sleep on it.

Many people ignore their dreams, and some don't remember them at all. But sometimes it pays
to listen to those inner messages, no matter how strange or unintelligible they are. "You never
know, you might just find the germ of a great idea," says Lowe. The tough part is crawling out of
bed in the dead of night to jot down those great ideas before they're forgotten.

10. Go online.

Finally, Lowe endorses web surfing as a fun way to log on to potential business ideas. "Make it
a point to check out various sites daily. It may trigger an idea or concept you never thought of."

INTRODUCTION

“Eating can be defined as consumption of food and liquid to sustain life and to meet our body’s
basic needs for growth, development and function.” (Marion Winkler, PhD,
RD, LDN, CNSC) Eating food is an essential part of everyone’s life. This is the consumption of food and
liquid that may give them the energy they need for every day.
Food contains the molecules necessary for one’s growth, development and function.

Some important aspects of good quality of life are the ability to eat and enjoyment of eating. In
other words, “being able to eat what they want, when they want” make others feel good. Many people
buy the food they want that can satisfy their cravings. However, there are times people experienced to
crave for something that is not available. In other words, they seek for the food that is not available for
the whole year, or in other word it is seasonally. One example of this is the Philippine National fruit - the
mango. In Philippines, the regular season for mango is flowering from the month of November to
February and harvest from the month of March to June.

Filipinos really love to eat; they eat more than three times a day – breakfast, snacks, lunch,
dinner and midnight snacks. That’s why the company saw that there’s a great opportunity for food
industry. The company offers different Mango products. One of this is Mango chips with alamang
powder. This product is combination of dried green mangoes and alamang. The company named the
product “Alamangga Chips”, this name comes from the combined words of alamang and mangga. This
product comes in different flavours such as sweet, spicy and sweet and spicy.

The company invented this product because of some reasons. People nowadays are looking for
convenient and instant products, peeling mangoes and cooking shrimp paste will consume so much
time. Through this innovation, it will help them to save time and effort. They can also bring mangoes
wherever they go, since the powdered alamang was already combined in the mango chips. Mango is not
available for the whole year because it is a seasonal product. Through the drying of mangoes it will
prolong its shelf life, as a result, we can supply the demand of mangoes throughout the year.
 II. EXECUTIVE SUMMARY

2.1 Project Background

Name of Proposed Project: Mangifera Company

Type of Business Organization: General Partnership

Location of Project: Brgy. Tulat, San Jose City, Nueva Ecija

Proponents: Acosta, Angelo Paolo C.

Aguilar, Richard D.

Ardenio, Edzel Joy C.

Bacani, Derrick Christian O.

Bernabe, Justin Ginn E.

Collado, Lovely Ann B.

Torres, Jeraldin S.

2.2 Management and Personnel Feasibility Summary

Mangifera Company is a general partnership form of organization, operates in a hierarchical

type of business organization. The business organization is divided into smaller units based on
specialized function to control every aspect of business and to generate greater focused on specialized
function of every employees and departments of the company. Through this type of structure, the
company’s goal will be achieved and the organizational objective will be met properly if all the
departments will go to work effectively and efficiently.

The type of managerial style of the management is the Theory X that will give reward to those
employees who earn it and punishment to those who don’t go after the rules and policies of the
company. This managerial style is quite effective for the better performance of the employees because
of the reward and the consequences in their action.
2.3 Marketing Feasibility Summary

The primary target market of Mangifera Company are the retailers and

merchandisers in San Jose City, Nueva Ecija. There are huge opportunities for Mangifera to succeed in
the food manufacturing industry because retailing stores and merchandisers in San Jose City, Nueva
Ecija are still increasing even the population, means that the demand for food is also increasing. The
unsatisfied market for the demand of chips is 99%.
One of the strength of the business is the unique product they offer, the Alamangga Chips.

The marketing feasibility of the business is created with three-level channel for the product before it
reaches the final consumer. The three-level channel starts from the manufacturer which is the
Mangifera Company down to the retailing stores and merchandisers until it reaches the final consumer.
The service of the business offers threelevel channel also, the delivery for the retailers and
merchandisers serve as the intermediary before touches the final consumer.

2.4 Production or Technical Feasibility Summary

The Mangifera Company is located at Brgy. Tulat, San Jose City, Nueva Ecija. The said site is a perfect
location for manufacturing business such as Mangifera. The delivery for the products to the retailing
stores and merchandising store will be on ease because the location is nearby to their intermediaries.

The partners finance the establishment of the building and in buying the site. Shared capital of
partners are also the source for paying utilities such as power supply and water supply, buying
machineries and equipment such as tables and chairs etc. that will be use on the operation of the
business.

2.5 Financing and Financial Feasibility Summary

The financial and financing feasibility quietly depends on the expenses incurred and revenues earned on
the pre-operating years and its succeeding years in operating the business. The partners will be sharing
their gains and losses based on their shared capital percentage in the business.

The partners had a total capital of 10,500,000.00 pesos. The seven proponents have 14.3% worth of
contribution as the initial capital of the enterprise. The shared capital is the source of beginning cash to
finance all the expenses of the business and it enough to establish the business including the building,
the machineries and equipment and other financing activities that is related to the business.

2.6 Socio-economic Feasibility Summary

Mangifera Company will benefit the employees by providing them source of

income that helps them on their daily expenses and for the improvement of their lives. It provides
different incentives and benefits for employees for the betterment of their daily living or standard of
living. The business also gives benefit to the government by the means of taxes from the income tax of
employees and the tax from the income of the business itself. The customer will be beneficial also
because they will get the pleasure when they buy products from Mangifera.

The other beneficiary of the business is the community. Mangifera Company produce organic
products, they’re not using any chemicals that may harm the surrounding and the community.

2.7 Conclusion

In this study, you can find the different aspects of the business which are

Managerial, Marketing, Technical, Financing and financial and, Socio-Economic. Mangifera was created
because the founder saw the opportunity in Filipino food industry that they have a huge market for
Classic Filipino food, because one of the favorite hobbies of Filipino is eating. That’s why the company
saw that there’s a great opportunity for food industry. The company invented this product because of
some reasons. People nowadays are looking for convenient and instant products, peeling mangoes and
cooking shrimp paste will consume so much time.

There is a high possibility that this kind of business will succeed because of the strategies that will be
imposed. Mangifera Company chose the city of San Jose as their location of business operations and at
the same times their market. The team decided to form a general partnership, because it is easier to
organize and monitored by each partner and they’re also has the equal rights on every aspect of the
business. The owner/s will establish the business in accordance with the legal requirements specified by
the law.

III. PROJECT BACKGROUND

3.1 Project Proponent

The proponents of Mangifera Company are as follows: Angelo Paolo C. Acosta, Richard D.
Aguilar, Edzel Joy C. Ardenio, Derick Christian O. Bacani, Justin Ginn E. Bernabe, Lovely Ann B. Collado,
and Jeraldin S. Torres, who are all graduates of Bachelor of Science in Business Administration Major in
Marketing Managements. All the owners agreed that the ownership is divided equally with a
corresponding rate of 14.3% each. The business owners contracted to contribute monetary capacities
amounting to AMOUNT that will make up the initial capital to start the business. All proponents have
agreed to share all gains and losses equally.
Table 1. Proponents Personal Information

NAME ADDRESS NATIONALITY OWNERSHIP

Acosta, Angelo Paolo C. San Jose City, Nueva Ecija Filipino 14.3 %

Aguilar, Richard D. San Jose City, Nueva Ecija Filipino 14.3%

Ardenio, Edzel Joy C. Sto. Domingo, Nueva Ecija Filipino 14.3%

Bacani, Derick Christian San Isidro, Nueva Ecija Filipino 14.3%

O.
Bernabe, Justin Ginn E. Science City of Muñoz, Filipino 14.3%
Nueva Ecija
Collado, Lovely Anne B. Lupao, Nueva Ecija Filipino 14.3%

Torres, Jeraldin S. San Jose City, Nueva Ecija Filipino 14.3%

TOTAL 100 %

3.2 Proposed Name of the Business

Brand name is one of the most important factors in every successful brand, it adds value to the
company and it also serves as a trademark that will be remembered by the customer. It also gives
employees direction and motivation and makes acquiring new customers easier. Branding improves
recognition, creates trust and credibility, supports advertising, builds financial values, inspires
employees, and generates new customers. Branding has more weight than just the letters forming it;
each brand name has their own meaning and it’s associated to other factors such as emotion, affection,
and perception.

Alamangga is a creative word combination of “alamang” and “mangga”, two of the most
demanded food by the typical Filipinos. Mangga and alamang are both Filipino words, mangga means
mango and alamang means shrimp paste. We came up with the unique name Alamangga to make sure
that our brand will be easily remembered and hopes that it will be a household name. As time pass by,
Alamangga will be more than just a brand name, it will be remembered with history and affection by
lives of every Filipino.
3.3 Type of Business Organization

Mangifera Company is a general partnership type of business organization. A general partnership is

composed of two or more partners that agreed to share on assets, liability and profits of the company.
Each partner is liable for any debts or judgments of the business. There is no limited liability, which
means all the partners’ assets can be taken in a lawsuit or be targeted to settle debts should the
partnership become insolvent. Any partner can be sued for the full amount of business debts. Another
characteristic of the general partnership is that every partner has so-called “agency powers,” which
means any partner can bind the entire business to a contract or business deal. As shown in table 1, there
are seven general partners inside the business organization, and the percentages of share are divided
equally with 14.3%. The team decided to form a general partnership, because it is easier to organize
and monitored by each partner and they’re also has the equal rights on every aspect of the business.

Table 2. Ownership Type

GENERAL PARTNERS PERCENTAGE

Acosta, Paolo Angeles C. 14.3%

Aguilar, Richard D. 14.3%

Ardenio, Edzel Joy C. 14.3%

Bacani, Derick Christian O. 14.3%

Bernabe, Justin Ginn e. 14.3%

Collado, Lovely Ann B. 14.3%

Torres, Jeraldin S. 14.3%

TOTAL 100 %

3.4 Location of the Business

The Mangifera Manufacturing Company is located at Barangay Tulat, San Jose

City Nueva Ecija. The location is along the main road crossing the Llanera City. San Jose City attracts
business people to put their business in the city because of huge market that shows opportunity for
business people. This is a strategic location to establish the industrialized building of the company
because the place was considered the “storage center” of San Jose City Nueva Ecija, means there’s a
wide space of commercial lot, so the space is enough for the building of Mangifera Company. The
location of the building is considered strategic because the delivery of products will be easy for
manufacturer because the retailing stores and merchandising stores where the manufacturer will deliver
the product is nearby to the location of the building, so the delivery will not take a long time to reach
the market and delivery do not require a high cost.

Mangifera

Building

Zone 1-B

Figure 1. Location and Map of the Business

3.5 Background of the Industry

Mangifera Company is under the Manufacturing Industry, specifically on Processing and preserving of
fruits and vegetables (group 103, class 1030). The company developed Alamanga Chips, which is a
unique and new product in the market, it is made from dried green mangoes and powdered “alamang”.

Mango is a seasonal fruit, but it’s not a problem in the Philippines, because the production of Mango is
enough for the whole year, in fact the Philippines is exporting mango products to different countries in
the world, that’s why we are confident that the local demand will be supplied.

Alamangga Chips is a unique and new product in the market, it is made from dried green mangoes and
powdered “alamang”, there no existing product like this, that’s why we don’t see a direct competition in
the market. Although, there are some indirect competitors like; dried sweet mangoes and “kamote”
chips, we don’t see it as a big threat, because Alamangga is relatively different product. Alamangga is
unique, convenient and delicious product. We will use these characteristics to compete in the market.

A&L Fresh Fruits, COMET ENTERPRISE, RSO GREEN PLANET

ENTERPRISE and Maia Grove Trading are the top suppliers of mango in the Philippines. The company
decided to obtain the supply of Mango from Nueva Ecija, in case of shortage, we will get the supply from
different province in the Philippines. The company will distribute Alamangga Chips to San Jose, Science
City of Muñoz, Talavera and Cabanatuan City.

According to IFEX Philippines, the country’s food manufacturing sector

contributes around 23-24% of the annual Gross Domestic Product (GDP), with an average annual growth
rate of 8-10%. This data shows that food processing industry in the Philippines is growing, which means
there’s great opportunity in this industry.

Last January 1, 2018, the Tax Reform for Acceleration and Inclusion or the TRAIN Law was implemented.
Two of the highlights of this tax reform are the increase excise tax of petroleum products and increase
excise tax on automobiles. This tax reform will affect the company, because it needs delivery trucks to
get supplies and to transport the products to different places. The petroleum products also increased, it
will directly affect the distribution cost of the company.

3.6 History of the Company

Mangifera Company started 10 years ago, it started as a small mango chips manufacturer in San
Jose City, Nueva Ecija. Mangifera was created because the founder saw the opportunity in Filipino food
industry that they have a huge market for Classic Filipino food, because one of the favorite hobbies of
Filipino is eating. Most of the common fruits in the Philippines have been turned into other amazing
products and it is hard to penetrate a market that has already been filled with big competitors.
Mangifera choose to innovates fruit to different products, especially mango because it is cheap and has
a high consumption here in the Philippines. Philippines is rich in variation of fruits and fruits can be easily
experimented and turned into other form of product. The company searched for a new innovative
product that will be patronized by Filipino market, and
Filipino’s one of the favorite fruits, mangga (mango) with alamang (shrimp paste) came into their
minds. Instead of creating new product from fruits, why not just pick an all time favorite by most
Filipinos which is mangga with alamang and provide a unique but convenient way to consume it. That’s
how Alamangga Chips started, Mangifera cautiously think through about how they will come up with a
new way to eat a messy snack like mango and shrimp paste. They circumspectly analyzed the products
that are always in, so right then chips quickly popped into their minds. Right and then they questioned
what if we can create a product that is not supposed to be turned into chips but we successfully did it?
Will it survive the market? Or even before that, is it possible? Those questions were answered when the
prototype was done, they did necessary adjustments for the product and it is ready for the market.
Penetrating a new market filled with big competitors was hard for
Mangifera, adding to those hardship was Mangifera being a small company in San Jose City, Nueva Ecija.
They strategized on how they can penetrate their market, they slowly started from their own city, to
other neighboring cities and finally, whole Nueva Ecija. Consumers were hesitant at first to try the
Alamangga but later accepted the product due to its uniqueness and taste of Filipino favorite.

Originally, the founder of Mangifera Company was Edzel Joy Ardenio, a Marketing Management
graduate in Central Luzon State University. She originally came up with the idea of mango business but
she lacks on funds. Then she decided to form a partnership with Jeraldine Torres, one of her classmate in
marketing way back college, both of them was able to raise fund but still wasn’t enough to start the
business and they decided to look for more partners to help them to put up the business. That is when
Angelo Paolo Acosta, Derick Christian Bacani, Justin Bernabe, Lovely Ann Collado, and Richard Aguilar
joined to be their partners. They were all Marketing Management graduates, so it is easier for them to
plan things out and to make sure they are all on the same pages.

But before the success of Alamangga, the company was bullied by other competitors by copying
the products and lowering its price. Mangifera suffered through this kind of situations but managed to
pull back and successfully reacquire their market share due to good quality and consistent flavouring of
their brands. The hardest crisis of Mangifera is when the company is almost on the point of bankruptcy;
they overlooked the fact that mango trees do not produce mangoes all throughout the year. They were
forced to buy mangoes from other suppliers which cost higher than the usual price, forcing them to raise
the price of their product. But on the next year they carefully planned the layout on how they will
handle those inevitable situations, they’ve came up with mango hoarding.

They hoard mangoes on mango season to still have mangoes to use on their products at the end of the
season.

And since then, Alamangga Chips turned consumer heads by its uniqueness and Filipino taste of
food. It also helped the food industry to start experimenting on different fruits to start competing for
unhealthy chips. Mangifera already exists for 10 years in the business and it’s still in full operation with
no sign of slowing down, making sure by the top management that their company will continue to thrive
for futures.

Logo

Logo is important to a business, it may represent the whole company or it may carry the mission, vision,
goals and objectives of the business. Having a strong logo helps to attract customers because it’s visually
express your company or brand’s indentity. The figure below shows the logo design of Mangifera
Company consists of mango shape beside its name. This signifies the root of the company, for
Mangifera’s Company vision is to become a well-known brand for providing convenience and producing
good quality mango products. We want to position our company as one of the best provider of mango
products.

Figure 2. Logo of the Company

 Figure 3 shows the logo of the product Alamangga Chips, a logo that the company will be using
for packaging. Same goes with the design of our products’ packaging, we put the logo of our company to
inform the consumers that our company is the one who proudly creates the Alamangga Chips. We also
make the letter “A” of the word Alamangga between letters “L” and “M” shaped like a mango to make
the consumers aware of the company’s positioning. We put the phrase “Mango with Alamang Chips”
below the word Alamangga to give the consumers an idea about the product because it’s new in the
market.

Figure 3. Logo of the product Alamangga Chips

Vision

“Mangifera as a well known brand here in local and international market for providing

convenience and producing good quality mango products”

Mangifera wants to be a well known brand in food industry that provides convenience of eating the
classic Filipino product and unique way of consuming it, not just here in Nueva Ecija but also the whole
Philippines and other part of the world where
Filipino lives and work.

Mission

“The Mangifera shall develop a unique but classic Filipino snack that will fulfil the demand and

will give convenience to all Filipinos where ever they are and whenever they want.”

The mission of Mangifera is to produce a mango product in its unique transformation that
provides convenience to consumers where ever they want to eat a Filipino classic snack, like mango with
 shrimp paste in the form of dried mango with powdered shrimp paste. The company will also produce
product to fulfil the demand of
Filipino cravings on mango even it’s not mango bearing season.

Goals

“To solve the problem of every Filipinos in terms of eating a messy Filipino classic snack like

mango and satisfy their cravings even it’s not a mango season.”

The goal of the company is to produce quality and innovative mango products and satisfy the demand
of all Filipino consumers in their cravings for mango even it’s a mango season. The goal is also to give
convenience and solve the problem in consuming the messy Filipino snack which is mango.

Objectives

“To provide a different way to eat the classic Filipino snack which is mango and other favourite

snack made out from mango fruit, and to also provide Filipino favourite flavours for snack, which

are sweet, spicy and sweet & spicy flavour of offered products.”

The objective of Mangifera Company is to introduce to Filipino Market the new way you can consume the
classic mangga and alamang in the form of mango chips and powdered shrimp paste. People can now
enjoy the classic Filipino snack where ever they go and even it’s not season of mango.