Entrepreneurs School of Asia

ENTREPRENEURS SCHOOL OF ASIA

FINAL PAPER

ENT 348 Business Opportunities 1

Josemari Juinio

5/31/2011

TABLE OF CONTENTS

I. Executive Summary..............................................................................................................................3

II. Personal Mission-Vision......................................................................................................................5

III. Industry Analysis...................................................................................................................................9

IV. Market Analysis..................................................................................................................................12

V. Market Needs & Wants ....................................................................................................................25

VI. Competitor Analysis.........................................................................................................................27

VII. Opportunity & Proposed Strategy...................................................................................................32

VIII. Concept Test & Results......................................................................................................................36

IX. Appendix..............................................................................................................................................39

I. EXECUTIVE SUMMARY

INTRODUCTION

Garden Fresh is a food establishment dedicated to offering healthy food options to all Filipinos who would like to start and/or maintain a healthy diet, especially those concerned with lowering their risk for developing lifestyle diseases such as cardiovascular disease, diabetes and cancer. Garden fresh is an eat-all-you-can restaurant that offers a unique range of healthy food options from salads and soups to sugar-free desserts and beverages.

THE OPPORTUNITY

The opportunity derives from several converging trends. The Lowe Counsel whose clients include Alaska Milk Corporation, Ginebra San Miguel, Inc., Johnson & Johnson, Phils. Inc., Red Ribbon Bakeshop, UNILAB and Unilever Philippines identified key trends on consumer behavior towards food consumption:

1) Filipinos are rediscovering local food,

2) Consumers are into health and wellness eating as well,

3) Science is now applied to food, and

4) Sustainable and local foods are gaining popularity.

INDUSTRY OVERVIEW

Like every other country the food industry has also flourished very well in Philippines. Food and live animals contributed the largest among the commodities that were transacted throughout the country in the fourth quarter of 2010, amounting to PhP34.73 billion (29.1%). Also, being mostly agricultural land, the country has a self-sufficiency of 100%. The Annual Survey of Philippine Business Industry listed 87,770 hotels and restaurants in 2003. 85,482 of which were small to medium-scale, with an Average Total Employment of less than 20.

TARGET MARKET

Within the food industry, there is an emerging healthy food service segment. The entire adult population in the middle to high socioeconomic class are target customers. Garden Fresh will initially enter the market with one restaurant in a busy area of Quezon City, it being the largest city in Metro Manila. After the establishment and projected success of this one restaurant, and it will expand and open a second branch in Makati, another busy city where a large part of the residents are of middle to high socioeconomic status. For the time being, projected expansion will be limited to Metro Manila only.

COMPETITIVE ADVANTAGE

Competitive advantage is summarized in the following main points:

1) A service that improves the customers' overall health, prevents the development of several diseases, and prevents the development of complications in those who already have these diseases.

2) An affordable and interesting approach to an often stereotypical diet.

3) A wide range of healthy options.

II. PERSONAL MISSION-VISION

I am Josemari Juinio, a simple man with simple dreams, even stereotypical. In 20 years or so, I see myself happily married to my girlfriend, having two children, living in a safe and friendly neighborhood - preferably somewhere in Quezon City so that we would still be geographically close to our respective families. Sounds familiar, eh? Now, let us get to the specifics.

I see my family living in a private subdivision. The house would be owned and big enough for all of us. We would have a stable and comfortable life, enough so that my wife and kids would proudly call it their home - their sanctuary - after each hectic day. I see us staying here in the Philippines, with our hearts contented. This would all be possible because I would have had, by then, a stable job, as well as a stable position in a business company I enjoy being part of. It would, of course, be even better if I would have, by then, built my very own business.

There are several reasons for pursuing my vision, and I would like to put them in the context of Maslow's Hierarchy of Needs. According to Maslow, every person has to attain his needs in a hierarchical manner, and that one level of need cannot fully and truly be attained without having fulfilled the more basic needs. According to him, these levels are physiological needs, safety, love and belongingness, self-esteem, and most importantly, self-actualization. This hierarchy of needs serves as the backbone of my mission in life. This paradigm shows everything that gets me up every morning - to fulfill my physiological