Company Analysis

Strengths

Established name
They sell complimentary products. (juice ug pan)
Enticing to health conscious customers (fruits)

Weakness

Easily substituted products

No promotional activities (e.g. juice of the week)
The value of its products is not commensurate to its price (explain why)

Opportunities

High purchasing power of students of AdDU

Utilize social media in advertising their products
Extend market to other schools (e.g. UM, SPC, UIC, etc. )

Threats

Emerging and existing competitors

Increasing stall rental fees in school cafeteria
Unstable prices of raw materials (fruits are seasonal)

Consumer Analysis
Value Drivers

Curiosity
Cravings/hunger
Stress

Decision Process
Awareness
-Product awareness will be done through posters and social media account
(e.g. facebook, twitter)
Interest
-

Because of the Curiosity on the product and hunger the buyer will have
interest on the product

Desire
Action

To satisfy the Curiosity and hunger and enjoy the benefits of the product
(nutrional) the buyer will desire to buy the product.

Buyer will buy the product.

Problem/ Opportunity Recognition
-

The buyer feels hungry.

The buyer craves for dynamite.

Search
-

Information gathering such as dynamites price, its substitute products, and

its availability both for Dynamite and its substitutes (e.g. operation time,
location). This is also known as the evoked set. Substitute products of
dynamite includes toron and lumpia of Manongs, taco of Tacoboy, Takuyaki.

Evaluation of Alternatives
-

In this step, the buyer evaluates the evoked set based on his/her formulated
criteria. Evaluative criteria may include preference, hunger satisfaction,
nutritional benefits, prices, packaging, size, promos, and etc.

Purchase Decision and Purchase Act

-

After considering the information gathered base on his evaluative criteria, the
buyer may opt to purchase Dynamite, other substitute products or will not
buy at all.

Postpurchase Evaluation
-

If they chose to purchase Dynamite, the buyer may feel satisfaction or

dissatisfaction. And if so, this may affect consumers behavior on his/her
subsequent purchases.

Competitor Analysis
Environmental Analysis
-

PoliticalEconomic
o Unstable prices of raw materials
Socio-cultural
o Halal conscious consumers
Technological
Environmental

Market Segmentation
WHAT DO THEY WANT
Based on our survey the following data are relevant in market segmentation:
64% of the population want to eat spicy food.
31.58% of male and 49. 42% of female in the population which age range from 1820 wants to eat and try the dynamite.

How to reach them

71.88% of the population said that they could be easily reach and informed through
the word of mouth and 59.38% said that its better for them to be informed and
reach in the social media account. And 81.25 % of the population prefer the
dynamite to be sold in stall.
Price sensitivity
85.86% of the population are price sensitive, they will forego to buy the product if
the price increases and will definitely buy more dynamite if the price decrease.
Basis: in our survey we put the standard price of 25 and 85.86% of that population
will not buy the product if it increases the price and buy more of the price
decreases.

Promotions
POSTING OF TARPAULIN
-

Make the layout of the poster

Print the layout in the Tarpaulin
Post the Tarpaulin beside the Silverfrost stall. ( 6 Months)

CONDUCT FREE TASTE

-

Prepare Sample Products

Cut one stick of dynamite into 3 pcs and put in the toothpick

SOCIAL MEDIA ADVERTISING

-

Create a social media account ( facebook, twitter, Instagram)

Post the price and picture of the product.
Post the promos and discounts.
Have the Consumer post and share their experience in eating the products.

Short and Long Term Projections

Immediate Effects
Long Term Effects
E & E TAKUYAKI

E&E Takuyaki started in General Santos City in Mindanao way back in 1997. The local entrepreneur
who owned it believed in the principle Quality service and quality food is the secret behind the
success of every food retail business. E&Es Takuyaki is priced very affordable too and because of
that, caters to every target market from all walks of life! E&Es Takuyaki has grown successfully over
the years, and now has a lot of company owned outlets in Mindanao, has a few franchise outlets as
well in the area. It has lots of outlet in Davao City, one could be found in Ateneo de Davao University
food Court. The operating hours of the Takuyaki is based on the area they are located, those in Malls
operate in mall hours from 10:00 am- 9 pm while in the schools branch operates from 8:00 am to
6:00 pm.
Silverfrost

Silverfrost is food and drink food stall owned by Ms._______________ and

Ms._____________ who are siblings. It was started