Section 3 Marketing Analysis

A. Description of the Industry Annual Number of Establishments and Employment under the Food Industry Source: Philippine Statistical Year Book Year No. of Establishments No. of Growth Rate Establishmen ts 45,722 45,906 .40 45,060 -1.84 45,563 -1.44 No. of Growth Rate Employment 493,699 610,711 649,549 599,623 23.72 13.73 37.45

2006 2007 2008 Average

The table shows that in the Food industry, the employment rate increases every year indicating that the food industry has a big impact on the society. Also, the table shows the opportunity of a certain business to succeed in this specific field. B. Targeted Markets The main targets of Milky Halo are the people who enjoys halo halo at anytime of the day. It does not specify the occupation, age and sex of the customer. The Milky Halo is open to everyone and wants to make the company even more flexible to the society. C. Marketing Research The Research team conducted the following matter: I. Consumers of Halo Halo Total Individual Interviewed: 100 Respondents Yes No Total

Rate 95 5

Total Percent 95% 5% 100%

Table I. shows that out of 100 respondents, 95% of them eats halo halo anytime of the day and 5% of them doesnt eat halo halo due to a certain conditions (lactose intolerant, allergic reaction to some of the ingredients, and such). II. Consume of Halo Halo with different ingredients Possible Ingredients Frequency Percentage Marshmallows 20 20% Corn Flakes 33 33% Coconut Meat/ Melon 22 22% Fruits (e.g Mango, 25 25% Jackfruit) Total 100% In Table II. We show the possible ingredients that we can offer to the consumers. The decision is quiet near to each other. It is important to know the majority taste of the society. These will improve our concept in order to succeed in this industry. III. Time Time of Consume Breakfast Lunch Merienda Total Rate 13 25 62 Percentage 13% 25% 62% 100%

In this last table, Table III. Discusses the actual time where most consumers buy halo halo. In the table, we can see that majority of the consumers buy halo halo at their rest period.

D. Competition
Aside from the brand new ideas popping out of the scene, we should also consider the other competition that will give us a challenge in this industry. Having a competition strengthens the companys focus to achieve the top and improves the quality of the company one by one.

Here are some of the examples of our possible competitors in the industry:

Razons Halo Halo Restaurant Razon is one of the biggest competitors when it comes to their specialty, Halo Halo. They sell thousands of halo halos and their product is seek by individuals who have a problem on their sweet tooth.

Max Restaurant Max is also known, not only because of their delicious fried chicken, but also to the one of a king halo halo. It has tons of ingredients and it can be share to the other people youve been with. Chowking Chowking is one of the best competitors in the industry of the fast food chain. One of their main plan is to serve halo halo to the Pilipino people and giving it a topping of ice cream. E. Barriers to entry Every start of a certain business always encounter one of the problems in which could determine the success in the industry. First of the problems they shall encounter is the Start of the Capital. The money itself will be the actual basis if they have a future in the food industry. It is important to know the things to be invested with and knowing how to spend the capital money wisely. Second, is the people involve in your business. The workers are the essential parts of the business for they will run the company towards success. It is important to pick individuals who are motivated and willing to work hard for the company. The people themselves will be the one to carry the business as it goes forward. Lastly, the Competition is the biggest challenge to be face by a certain individual in start to a food industry. Competitors are not only the people to be fought off, but they are also the factors to improve our idea and give us innovation that could elevate ourselves to them and be more successful to the field.

Section I. Executive Summary

A. Company Profile The business was decided to be called as Milky Halo for the concept of serving the best halo halo delicacies at the walls of Letran at a very affordable price. Also, the Milky Halo wants to let everyone to taste a different kind of flavor of a Halo halo which cant be found on any other Restaurants. It was made by the Partnership of students who is currently taking Hospitality Management. Milky Halo can be found inside Colegio de San Juan de Letran. B. Nature of Product/ Service being offered Milky Halo offers variety flavors of Halo Halo These are the following: Classid Halo Halo Chocolate Halo Halo Strawberry Halo Halo Caramel Halo Halo

And more flavors to choose from. C. Size and Growth trend of the market As the food industry progresses each year, the no. of the establishments and buildings also progresses. It simply says that the no. of competitors in the food industry shall get bigger and bigger each year.