Editted bes.docx - Executive Summary Allan Galang owns a...

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Executive Summary Allan Galang owns a business that sells piaya. It is a small business that was put up by the owner to earn for a living. Although, it’s a small business, Mr. Galang plans to build a stable market position despite of slightly strong competition in the area. Piaya is a muscovado-filled unleavened flatbread. Piaya is a well-known product especially from where it originated, Bacolod City. There were no records as to whom piaya-making first attributed to. The piaya industry was considered small before by having simple recipes and small capitals for the business. Later on, Piaya became so popular that it served as a trend 'pasalubong' for tourists and local flocks. The piaya making industry then was made known and business people started to follow the said business. Nowadays, BongBong's and Merzci are dominating the piaya making industry in the Philippines. Mr. Allan Galang’s Piaya cart has established a regular customer base and is concentrating its business and marketing on the selling area which is the dominant target market. Students from the University of St. La Salle are the main consumers of the product from elementary to college students. The number of female college students is considered by the owner as the regular consumers of Mr. Galang’s piaya. Competition in the area is considered to be quite high. There are many other vendors situated as well outside USLS. Customers have different options from other businesses that serve as competition to Mr. Galang’s business. Although despite these competitors within the area, the piaya cart remains because there is no similar product among competitors. Big businesses are also considered as leading competitors such as Bong Bong’s and Merzci. Both businesses have established the name for piaya making which serves as a threat as well to the piaya business of Mr. Galang. The product offered is piaya that comes in two flavors: ube and chocolate. The business is located at a quite competitive place. For that reason, the price of the product is cheaper. The
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pricing is also based on the total expenses in making the product. Thus, the piaya is sold at 5 pesos each. The business has no any signage that only the product and the owner are the identification of the business, the location is accessible for customers The piaya cart is solely owned by Mr. Allan Galang and he does almost everything in the business. He is responsible for establishing long-range goals, strategies, business operations, and maintains a high-quality standard of product. He also takes on the responsibility of checking supplies and making the products. Mr. Galang also scans the customer’s selections, ensure that prices and quantities are accurate, accept payments and give the change if there is. On the other hand, the financials are managed by his wife. Due to lack of funds, they cannot hire other employees.The business opens whenever the owner feels like it but the usual time is around 11:00 in the morning. Mr. Allan got his recipe from his father. Mr. Galang oversees everything
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