ZpritZ-Hair-and-Blouse-Odor-Buster-CastilloCornelioGenovaTorres-SIR-LOLO-1-1.docx - MAP\u00daA UNIVERSITY ENRIQUE T YUCHENGCO SCHOOL OF BUSINESS AND

ZpritZ-Hair-and-Blouse-Odor-Buster-CastilloCornelioGenovaTorres-SIR-LOLO-1-1.docx

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MAPÚA UNIVERSITY ENRIQUE T. YUCHENGCO SCHOOL OF BUSINESS AND MANAGEMENT Commercialization of ZpritZ Hair and Blouse Odor Buster A Feasibility Study Presented to the Faculty of E.T. Yuchengco School of Business and Management In Partial Fulfillment Of the Course Requirement for the Degree Bachelor of Science in Business Administration Castillo Jr., Bob Jess B. Cornelio, Francine Elise V. Genova, Michael Edel C. Torres, Rizza Mae M. Professor Mac Franceau Panuncialman Professor Marthinson Villanueva Thesis Adviser 2018
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TABLE OF CONTENTS Abstract ..................................................................................................................... 4 Chapter 1: INTRODUCTION A. Name of the Enterprise ................................................................................ 5 B. Trademark a. Brand Name ...................................................................................... 5 b. Product …… ...................................................................................... 5 c. Logo…… ……………………………………………………………… .... 6 d. Tagline ............................................................................................... 7 C. Location ....................................................................................................... 7 D. Descriptive Definition of the Project a. Business Concept .............................................................................. 7 b. Competitive Advantage ...................................................................... 8 c. Target Market .................................................................................... 8 d. Positioning ......................................................................................... 9 e. Technological Concept ..................................................................... 10 f. Rationale of the Study ........................................................................ 10 E. Business Model, Value & Supply Chain a. Business Model ................................................................................ 11 b. Value Chain ...................................................................................... 15 c. Supply Chain .................................................................................... 20 F. Long-term and Short-term Objectives .......................................................... 20 G. Mission, Vision and Core Values ................................................................ 22 H. Highlights of the Project ............................................................................... 22 I. Market Assumptions ..................................................................................... 23 J. Feasibility Criteria ......................................................................................... 24 Chapter 2: ENVIRONMENTAL ANALYSIS A. Socio – cultural Factors .............................................................................. 26 B. Technological Factors ................................................................................ 26 C. Economic Factors ....................................................................................... 27 D. Political – legal Factors ............................................................................... 27 Chapter 3: INDUSTRY ANALYSIS A. Industry Overview……………………………………………… .... …………….30 A. Competitive review…………………..………………………… .... …………….30 B. TOWS Analysis 1
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a. Threats ............................................................................................. 30 b. Opportunities .................................................................................... 31 c. Weaknesses ..................................................................................... 31 d. Strengths .......................................................................................... 32 C. Porter’s Five Forces Analysis a. Rivalry Among Existing Firms ....................................................... 32 b. Threat of Entrants ......................................................................... 32 c. Threat of Substitutes ...................................................................... 33 d. Bargaining Power of Suppliers ...................................................... 33 e. Bargaining Power of Buyers ........................................................... 33 Chapter 4: MARKET STUDY A. Research Design & Methodology a. Determining the Right Method ....................................................... 34 b. Target Market ................................................................................ 43 B. Product/Service Description ..................................................................... 44 C. Demand .................................................................................................... 45 D. Supply ....................................................................................................... 46 E. Demand & Supply Gap Analysis ................................................................ 48 F. Competitors ............................................................................................... 50 G. Price Study ................................................................................................ 51 H. Marketing Plan a. Product Life Cycle ........................................................................... 52 b. Four P’s Analysis ............................................................................. 53 c. Extended 4 P’s Analysis ................................................................. 57 I. Marketing Program ...................................................................................... 59 Chapter 5: TECHNICAL STUDY A. Manufacturing Process ............................................................................... 60 B. Equipment and Machinery ......................................................................... 63 C. Building and Facilities ................................................................................. 68 D. Operations a. Supplies ............................................................................................ 69 b. Utilities ............................................................................................. 70 c. Maintenance .................................................................................... 70 d. Waste Disposal ................................................................................ 71 e. Employees and Staff ........................................................................ 71 2
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f. Quality Control ................................................................................. 73 g. Operating Hours ............................................................................. 73 h. Customer Service Policy ................................................................. 74 Chapter 6: MANAGEMENT STUDY A. Organizational Plan a. Form of Ownership ......................................................................... 75 b. Organizational Structure and Design .............................................. 75 c. Officers and Key Personnel ............................................................ 76 B. Corporate Strategies and Programs a. Strategic Management .......................................................................... 78 b. Operations ........................................................................................... 79 c. Human Resource ................................................................................. 79 d. Technology ......................................................................................... 80 e. Finance and Administration ................................................................. 80 f. Sales and Marketing ............................................................................ 81 C. Other Strategies a. Contingency Plan ................................................................................ 81 b. Exit Plan ............................................................................................. 82 Chapter 7: FINANCIAL STUDY A. Major Financial Assumptions ........................................................................ 83 B. Income Statement ………………… ............................................................... 85 C. Balance Sheet ……… ................................................................................... 86 D. Statement of Changes in Retained Earnings ............................................... 88 E. Statement of Cash Flows……… .................................................................... 89 F. Profitability Ratios ……… .............................................................................. 90 G. Payback Period…………………………………………………..……………….91
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