E JEEP CO.

ELECTRONIC JEEPNEY CORPORATION

A Business Plan

In Partial Fulfillment of the Requirements for

Retail Management

Submitted to:

Mr. Evann Keith Tabasa

Submitted by:

Phoebe Jean Bernaldez

Dexie Grace Cabugao
Graciela Jane Cuerpo
Diane Rose Eder
Joyce Eucare
Farhana Matumadi
Cherelyn T. Navarro
Frederick Ponce Jr.
Jay-vee Quijano
Maria Angelica S. Villanueva

BS BAMMGT
MINDANAO STATE UNIVERSITY

November 2019

1
Acknowledgment

2
Table of Contents

3
Executive Summary

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 I. UNDERSTANDING THE RETAIL CUSTOMER & COMPETITION

A. RETAIL CUSTOMER PROFILE & BUYING BEHAVIOR.

I. Market Research

One of the main transportation of the students of Mindanao State University is the

Filipino’s best, jeepneys. However, these jeepneys are age-old and some, rusty. Also, it

is not so big and wide, so students have a hard time sitting because the number of

passengers accommodated are too much for the size of the vehicle. Moreover, the head

of the jeepney is where the machine and batteries are placed, and because the floor is

made of metal, the heat produced by the machines will also be felt by the passengers

seated on the front-seat. It is also not eco-friendly, due to the fact that it is old, it has black

emission that adds up to air pollution.

Given that the university is far from the city, and it do have a 7 am schedule in

class, students sometimes have to skip breakfast after waking up late because of

sleepless nights complying with requirements, reviewing or other academic and non-

academic activities. The desire to change and improve jeepneys and at the same time

satisfy one’s empty stomach, made the Electronic Jeepney Corporation to launch

Electronic Jeepney (E-jeep) in MSU. More than offering a modernized jeepney, E-jeep is

packed with a vendo machine and access to Wi-Fi. The vendo machine will be the source

of food to feed growling stomach early in the morning.

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II. Market Profile

Mindanao State University as of 2019 has an estimated total population of 4,600

including students (a total of 4,095 students); staffs, faculty, maintenance and vendors

(more or less than 500). The table below shows the profile of each potential market

present in the campus.

Table 1: Market Profile

Consumer profile Students Staffs

Demographics
Age/ Marital Status Single, 17 to 23 years old 25-70 years old.
Gender Male and Female Male and Female
Level of Education Senior High School to College, Graduate School,
College Masteral, Doctorate
Religion Catholic, Christian, Catholic, Christian,
Protestants, Islam Protestants, Islam
Generation Generation Y - Millennials Generation Y - Millennials
Psychographics
Socioeconomic Class Middle Class Upper Middle Class
Occupation Student Professors, Office Staffs,
Salesmen, MSU Police,
Work Activities Academics Teaches, Assists, Prepare
documents, Keep security
Leisure Activities Sports, Shopping online, Light activities for fitness,
Playing online games, Sports, Watching television
Reading
Personality Achievers, Compulsive, Authoritarian, Ambitious
Outgoing, Ambitious

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III. Buying Decision

 Problem Recognition

The market’s need to arrive in their destination will suggest the need of a

transport system. While travelling, the market would be bothered by their stomachs

so they would look for something to fill it with. With this, they would most likely ride

in any present vehicle or eat any snack or food as long as it will satisfy their desire

and that it would go with their budget.

 Consumer Information Processing

The market would look for something that would offer to them what they

needed. The vehicle in the terminal or any present vendor would be one of the

choices the market would pick from.

 Evaluation of Alternatives

All of the information processed would be evaluated through comparisons.

The market would pick from each of the alternatives in the basis of prices, comfort,

travelling time; as for the snacks, of whatever snack that the customer crave for or

wanted to it in that certain moment.

 Purchase Decision

Having the need to arrive at a specific time, and all of the alternatives which

offers almost the same services, the purchasing will vary. The market would

probably purchase something that would satisfy their certain needs in various

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 situation. At times when the market are in a hurry, they would most likely choose

to transport to just any vehicle, because that is what his situation demanded.

 Post-purchase Evaluation

The market might be loyal to the choice they have made in earlier purchase

or they might want to try something new. This will depend on the satisfaction given

to them by the purchase.

IV. Factors Influencing Buying Decision Process

The factors are aligned with the context of transportation. Analysis found out that

passengers tend to ride any vehicle without considering some factors most especially

when they are on a rush. Most of them also skip their own meal every morning for the

reason that their class is so early and they don’t have much time to eat their meals.

Therefore the market are most likely to ride on a vehicle which they are comfortable at

the same time, can give them entertainment and can surpass their hunger when they are

travelling.

 Psychological Variables

The drive for the passenger to ride is for the reason that they need to go to school

as early as they can. On the other hand, another motivation for them to buy is to surpass

their hunger. However, appetite and the need for comfort would affect buyer’s decision.

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  Social Influences

Due to certain circumstances, the market might not give much attention to comfort

and hunger as long as they satisfy their main need, which is to arrive at school. And some

might have brought their personal snack because his/her friend does not intend to buy,

so he would, too. The social factor that affects their decision is their family, their behavior

and character and their role on the society. The fact that they want to finish their studies

and to help their family is the biggest factor that affects their buying decisions.

 Purchase Situation

The market faces different circumstances in choosing or buying purchase every

day. Upon making a choice for which the buyer is concern, they will consider some factors

such as the brand, modification and the use of it. The price also affects their buying

decision but in some incidence, they will just neglect it for a reason that they badly need

it so they will just grab anything and purchase.

V. Porter’s Five Forces Analysis

1. Rivalry among existing competitors

 High

 There are jeepney drivers that offer similar services and same route

yet they do not give additional offer to the target customers.

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2. Threat of Substitute Product

 Moderate

 Jeepneys are everywhere in the campus, riders outside the campus

and sari-sari store too. Jeepneys are a good substitute since they

have been operating for years already but it is not very close to the

services quality of E-jeep. Also, sari-sari store is a good substitute

whereas they have a lot of choices of food& beverages however it is

not that convenient compared to vendo.

3. Threat of New Entrants

 Moderate

 Though Electronic Jeepney are already existing wherein prototypes

are available, it costs a great amount of capital. Probability of new

entrants are expected however it is not the high because of its cost.

4. Bargaining Power of Buyers

 Moderate

 There are many people around the vicinity of where the business is

located, yet they are not used to business that give additional offer.

5. Bargaining Power of Suppliers

 High

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  It is a new product and services, and people are new to the goods

and services offered by the E Jeep Co.

VI. Retail Competition

 Direct competitors

 Jeepneys inside the campus are considered as direct competitors

because they offer similar services and has the same purpose: to

transport. They also have the same route and target market thus it

is a direct competition.

 Indirect competitors

 Vehicles such as tricycles, and single motors outside the campus

that serves as transport are indirect competitors.

 Sari-sari store are considered as indirect competitors of E-jeep since

they also target the consumer who wants to eat. Market can freely

buy snacks or beverages from sari-sari stores outside or inside the

campus prior to riding the E-jeep. However because it is not located

inside a vehicle, it will be identified as indirect competitor.

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 II. RETAIL STRATEGIC PLANNING

A. BUSINESS PORTFOLIO

Product Positioning

Electronic Jeepney Corporation’s value proposition is on environment and safety

but also includes comfort, convenience, and service, all for a price that is a bit higher to

cover the higher costs but is definitely satisfactory. The Electronic is an eco-friendly

vehicle as it is powered by a solar-panel placed on its roof. It has a CCTV camera and

dashboard camera for security purposes and the customers can pay through cash or tap

card machine. It has a small Vendo machine that offers food and beverages and has

access in Wi-Fi.

Company Vision and Mission

Company Vision

To be a locally competitive transportation company in General Santos City. To

build solid reputation in the community for delivering honesty, safety, and convenience in

all business transactions and to keep a good relationship among our valued customer.

Company Mission

To deliver the most reasonable cost and safest service to the people with the

affirmation that the ultimate measure of success is the satisfaction of customer. To

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continuously improve experience through effective training, innovative technologies, and

commitment to achieve the highest level of satisfaction.

Company Objectives

Electronic Jeepney Corporation (E Jeep Co.) is a company involved in

transportation and retailing of food and beverage through vendo machine. Its goals are

of the following:

1. To launch the very first Electronic Jeepney in Mindanao State University.

2. To comply with the modernization program of the present administration.

3. To conceive with the intention of reducing carbon emissions while maintaining

the livelihood of hundreds of drivers and operators.

4. To promote eco-friendly vehicle transportation while preserving the culture of

Filipinos.

5. To achieve profitability within 4 years of operation.

SWOT Analysis

 Strengths

 Built In Food And Beverages Vendo Machine. The business offers not just

transportation but also basic human need such as food and drink.

 CCTV Protected. The unit is installed with CCTV camera for security.

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  Licensed Driver. The manpower is equipped with necessary expertise and

skills.

 Solar-panel Powered. The electronic jeepneys are eco-friendly and makes

use of what’s abundant in MSU, solar energy.

 Weaknesses

 MSU-CETD to MSU Campus Route Only. With the fix route, the driver

cannot take in passenger on the way. The driver can only take passenger

from the terminal.

 “Turno” system. The driver can only take in passengers during his turn.

 Opportunities

 Increase in Customer Demand. The features and benefits the e-jeep offers

will definitely increase demand.

 Innovation. Due to the fact that it is modernized, it is open for upgrades and

technological developments.

 Expansion. The business will be adding more units as it grow in the market.

Upon maturity, the business will offer various types of transport in

accordance to the product line.

 Threats

 Increase of competitors. Emerging direct and indirect competitors will

decrease demand of the e-jeep. Because Electronic Jeepneys are already

existing in the market, threat of new entrants is high.

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 B. TARGET MARKET & RETAIL FORMAT DECISION

Target Market

The table 1 presented in chapter 1is a segmentation of the entire market present

in the Mindanao State University. It has been stated there the demographics and

psychographics of the said market. Out of the entire population of the market, the E Jeep

Co. decided to have the students of the university as the target market. Though other

staffs are also potential customers, the company would like to focus on the student’s

preferences and buying behavior as they cover majority of the entire market. The table

below, will present the buying behavior of the target market in accordance to the survey

conducted.

Table 2: Buying Behavior

CONSUMER BEHAVIOR STUDENT

Buying Behavior

Benefits Comfort, Affordability, Convenience, Service

User status Regular user, Potential user

User rates Medium user, Light user

Loyalty status Medium

Readiness stage Aware, Informed, Interested

Attitude toward product Enthusiastic, Positive, Indifferent, Negative

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 Because of the existence of jeepneys in the campus, the students are either a

regular or potential user of the modernized jeepney, the E-jeep. An average percentage

of 63% indicated that the market are expecting benefits such as comfort, convenience,

affordability and the service offered, from the E-jeep. The other 37% does not mind those

benefits and 32 out of 100 responded that they are already contented with the jeepneys

the school already have therefore the loyalty is medium.

Moreover, the buying behavior of the market towards the product is positive and

high, as 94% of the potential customers are already aware and informed with E-jeep. For

those who are not familiar with the E-jeep yet, their attitude towards the product is still

high as everyone already met and tried riding jeepneys. In the survey form, the G1

Corporation, have introduced the features of E-jeep such as: Wi-Fi, vendo machine, solar

panel. There are 5 formulated questions in regards with the following features and the

average positive responses are as high as 89 percent. It is clear that the new features

made them interested to the product which suggests that E-jeep would be highly accepted

by the market.

On the other hand, though they already have the idea of tap-card machine, not

everyone is positive about having one. As there are 23, out of 100, who thinks that tap-

card does not bring convenience, and out of the total sample population, 26 are not willing

to fund their tap-cards. Which is why we have the indifferent and negative attitude towards

the product.

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Retail Format Decision

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 III. Retail Operation Management
A. PRODUCT & PRODUCT MIX

Product
The product is an electronic jeepney that is battery operated and provided with a

solar panel. It is an eco-friendly and customer-friendly transportation. E-jeep promotes

convenience in any way possible which is why it has a built-in food and beverages vendo

machine. The vendo machine would offer breakfast-on-the-go-snacks to encourage our

target market to continue their day without being starved. E Jeepney Co is a twenty four-

seater vehicle transportation that has a self-contained surveillance system comprising

cameras, recorders and displays for monitoring activities in inside the jeep.

Moreover, it also has installed Wi-Fi (wireless networking technology that uses

radio waves) to provide wireless high-speed Internet and network connections. Payment

method would be tap card machine or cash. Upon availing tap card, customer must pay

a membership fee of 50 pesos. Availing tap card would bring convenience and allows the

holder to have access on promos exclusive only for members. E-JEEP CO can be

customized according to the popular Philippine culture of personal designs on their

Jeepney. It will have an aesthetic design and standards with an appeal to commuters. E-

JEEP Co is a simple and safe, drive anywhere vehicle, without having to worry about

gasoline increase in prices. The technological advancement will not sacrifice the

traditional Philippine culture of personalized jeepney designs.

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Product Mix/Line/Assortment
The E Jeep Co Company is planning to expand the eco-friendly transport services

in the future. The company thinks to offer E-Jeepney with different routes aside from

CETD to MSU Gensan to expand the market of the business. The company also plans to

propose E-Bus that will just travel around Gensan, the purpose of E-Bus is to be able to

cater to a lot of passengers, it can also help lessen the traffic. The company is also

thinking of having a Double Decker E-Bus that can be rented and use in going to the

attraction or field trip, other than that it can also be a means of transportation for

commuters in Gensan. E Jeep Co Company not only wanted to expand their business

but also want to help the environment and the community.

B. PRICING STRATEGY

Competitor’s vs. Seller’s Price List

 Competitor’s Price List

Transport Services Fare

Tricycle Php20.00

Jeep Php16.00-Php20.00

MSU Rider Php10.00

 Seller’s Price List

Transport Services Fare

E-Jeep Php18.00-Php22.00

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Pricing Considerations
One of the factors affecting customers buying decisions is the price of the product

or service offered by the company.

Some of the Students, Faculty and Staff of MSU General Santos City lived by the

city. Coming to MSU they rode a Jeepney from CETD to the inside of MSU, others rode

a tricycle and stop by in Sarimanok and rode MSU Rider to go inside MSU. Considering

the price offered by the E Jeep Co it is higher compared to the normal Jeep and somehow

lower compared to the total transport expense when riding Tricycle and MSU Rider. The

reason why the company comes up with the price is that the company has a lot to offer

inside the E-Jeep. The E-Jeep has a small Vendo machine that can satisfy the hunger of

the customer while traveling, it also has Wi-Fi that can be enjoyed while stuck on traffic

and it has a CCTV camera for the security of the customer. The company thinks Premium

pricing (high price for high value) is good for the service since the company is also

planning to have promotional pricing (Discounts over a period of time, one-time deals)

through the Tap card that is also featured in the E Jeep Co.

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 C. DISTRIBUTION MANAGEMENT

Location Map/Route

The E Jeep CO is expected to have its route from MSU-CETD of General Santos

City straight to Mindanao State University General Santos City with a distance of 13.2

kilometers. As seen on the map, the travelling takes 33 minutes by car taking

consideration of the moderate traffic. The E Jeep CO will have the same speed just like

how a normal jeep works so there is nothing to worry about getting to your destination on

time.

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Layout/Design/Visual

Supply Chain Management

Raw Materials
Steel, Engine, Steering, Fuel, & Supplier & Manufacturer
Electrical System, Braking System,
t warning device, Wheels &  Francisco Motors Corporation
Audible
Tires, Light & Light signaling devices,
Jeepney’s Chassis, Seat, Door,
Speedometer equipment, Mirrors &
Supply
Safety Chain
glazingManagement
materials

Distribution
Customer

The Supply Chain Management for E Jeep CO is illustrated above. This

includes raw materials needed in assembling the jeep, the corporation or company
that will supply and manufacture the jeep, and the supplier of food and beverages
inside the vendo, which will be distributed directly to the customers.

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 D. RETAIL COMMUNICATION
Advertising
Public Relations
Sales Promotion

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 V. CUSTOMER SATISFACTION THROUGH CUSTOMER SERVICE
A. Employee Selection, Training & Motivation

Organizational Chart

CHERELYN NAVARRO

CEO

DIANE ROSE EDER

General Manager

PHOEBE JEAN GRACIELA JANE

JAY-VEE QUIJANO
BERNALDEZ CUERPO

Human Resource Manager Finance Manager Marketing Manager

FREDERICK PONCE ANGELOU SHENN

FARHANA MATUMADI JR. GOMEZ

Senior Manager Senior Manager Senior Manager

DEXIE GRACE MARIA ANGELICA

JOYCE EUCARE
CABUGAO VILLANUEVA
Assistant Manager Assistant Manager Assistant Manager

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Job Description

 Driving Personnel

The company desires to have a competent driver to transport clients in a

comfortable, safe and timely manner.

 Responsibilities:

 Arranging regular cleaning and maintenance services for the vehicle.

 Transporting customer from their route

 Ensuring that vehicles have sufficient gas and are always ready for use.

 Ultimately, you will help us increase customer satisfaction, making sure

clients depend on us for their transportation needs.

 Requirements:

 Physically Fit

 1-2 year driving experience

 A high school diploma

 Valid driver’s license

 Clean driving record

 Knowledge of area roads and neighborhoods

 A polite and professional disposition

 Ability to remain calm in stressful driving situations (e.g. at rush hour)

 Maintenance Technician

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 The company operates one of the finest and most efficient transportation in the

city with excellence. An expert technician would be of great help to achieve excellence

and not compromising safety.

 Responsibilities:

 Perform routine automotive maintenance tasks, including oil changes, tire

rotations, transmission flushes, air conditioner re-charges, front-end

alignments, battery installations and headlight/taillight installations.

 Maintain a working knowledge of current industry best practices in

automotive repair.

 Inspect vehicles according to the state’s requirements for emissions and

safety.

 Conduct necessary repairs and take vehicles for test drives to verify

soundness.

 Clean and maintain the work environment to ensure equipment longevity

and workplace safety.

 Requirements:

 Physically Fit

 High school diploma/GED required

 3+ years’ of service technician experience

 Ability to operate all auto repair tools

 Knowledge of diagnostic tools and equipment a must

 Flexible working time

 Inventory Clerk

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 The company needs an inventory clerk that maintains records of materials in

inventory and order transactions. Monitors reorder points and initiates action to replenish

stock. Reconciles discrepancies in inventories and notifies supervisor of irregularities.

 Responsibilities:

 Maintaining and updating records.

 Counting materials, equipment, merchandise, or supplies in stock.

 Reporting discrepancies between physical counts and computer records.

 Developing or improving upon inventory management procedures.

 Compiling balance, price and cost reports.

 Requirements:

 Physically Fit

 High School Diploma.

 2+ years’ experience in inventory control.

 Excellent math and analytical skills.

 Excellent communication and interpersonal skills.

 Ability to work extended hours

Benefits and Insurances

The Electronic Jeepney Corporation (E Jeep Co.) will be giving these benefits &

insurances to employee/s:

 Health Insurance (Maxicare)

 Vision Insurance (Eye benefits)

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  Life Insurance (Sun's Life)

 Retirement Benefit (SSS)

Prior to the hiring of employees, the Electronic Jeepney Corporation (E Jeep Co.) would

be conducting training program. The company would also be giving sponsorships to its

present employee for attending seminar & workshops as their training and development.

Sponsored seminar-workshops are as of the following/ as in partnership to:

 NSC(National Safety Council) Defensive Driving Training Center

 Drivers Academy (LTFRB)

 LTO & DOTr

Customer Service Programs

Tap card holders would be instantly one of the loyal customers and will be entitled

for an E Jeep Co. membership. Holders will have the sole qualification of discounts and

promos. On the first day of operation of the Electronic Jeepney Corporation, members

will have the privilege of a free ride upon the first tap (payment) of the card. The company

would also have a monthsary celebration which will give the members a 2-pesos off on

that certain day. Promos would be open to complement changes.

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 Mindanao State University – General Santos City (MSU-GSC) which was

founded year 1967 is a 156-hectare area in Tambler (now in Barangay Fatima). The

university is open for students and staffs from any places. They also have their own girl’s

and boy’s dormitory to accommodate students whose hometown is not so near the

campus. There are also a lot of available boarding houses near the vicinity. However,

students who are just from the city, whose parents decided not to let them stay in a

dormitory or boarding house, have to travel for at least 30 minutes from MSU College of

Education Training and Development (MSU-CETD) to arrive at the campus.

E-jeep also offers a new payment method, as having someone to collect fare

would sometimes take time which will eventually slow down the time of arrival. Having

tap-card machine would be of greater convenience. However, E-jeep does not want to

really eliminate cash payment method as not everyone is open for that change, our

product, Electric Jeepney would be accepting cash or card payment.

Breakfast is one of the most important meal in a day as it fuels up the body.

MSUans must always have the energy to learn and to survive the environment of the

campus – lectures, professors, dust and heat to be more specific

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