I. Introduction Bananas are vigorously growing, herbaceous plants growing in every humid tropical region. Edible bananas are believed to have originated in the Indo-Malaysian region reaching to northern Australia. They constitute the fourth largest fruit crop of the world, following the grape, citrus fruits and the apple. World production is estimated to be twenty-eight million tons—sixty- five percent from Latin America, twenty-seven percent from Southeast Asia, and seven percent from Africa. One-fifth of the crop is exported to Europe, Canada, the United States and Japan as fresh fruit. India is the leading banana producer in Asia, followed by Indonesia and then by Philippines. The Philippines produces about one-half million tons, exporting mostly to Japan. The Philippines, being one of the contenders for the title, “Banana Capital of the World,” has innumerable banana plantations scattered across Mindanao. Biggest producing region is Southern Mindanao capturing almost half of the country's total production. Production of banana is mainly concentrated in Mindanao where the biggest banana producing provinces of Davao del Norte, Davao del Sur and Davao City of
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Transcript
I. Introduction
Bananas are vigorously growing, herbaceous plants growing in every humid
tropical region. Edible bananas are believed to have originated in the Indo-Malaysian
region reaching to northern Australia. They constitute the fourth largest fruit crop of the
world, following the grape, citrus fruits and the apple. World production is estimated to
be twenty-eight million tons—sixty-five percent from Latin America, twenty-seven
percent from Southeast Asia, and seven percent from Africa. One-fifth of the crop is
exported to Europe, Canada, the United States and Japan as fresh fruit. India is the
leading banana producer in Asia, followed by Indonesia and then by Philippines. The
Philippines produces about one-half million tons, exporting mostly to Japan.
The Philippines, being one of the contenders for the title, “Banana
Capital of the World,” has innumerable banana plantations scattered across Mindanao.
Biggest producing region is Southern Mindanao capturing almost half of the country's
total production. Production of banana is mainly concentrated in Mindanao where the
biggest banana producing provinces of Davao del Norte, Davao del Sur and Davao City
of Southern Mindanao region. Outside Mindanao, the biggest producing provinces are
Iloilo in Western Visayas and Isabela of Cagayan Valley. Most of the 337,082 hectares
of banana are mostly backyard or smallholder operations. According to a study
conducted by World Bank, the few commercial plantings are located in Mindanao where
there are about 28,000 hectares of Cavendish bananas being produced for export.
Banana has many uses especially in the human diet. Utilization of
banana as food can be in many ways -- from simply being peeled and eaten out of-hand
to being sliced and served in fruit cups and salads, sandwiches, custards and gelatins;
being mashed and incorporated into ice cream, bread, muffins, and cream pies. Ripe
bananas are often sliced lengthwise, fried in cooking oil, and re-cooked in sugar
caramel. Banana puree is important as infant food and can be successfully canned by
the addition of ascorbic acid to prevent discoloration. Because of seasonal gluts and
perishability and the tonnages of bananas and plantains that are not suitable for
marketing or export because of overripeness or stained peel or other defects, there has
been tremendous interest in the development of modes of processing and preserving
these fruits.
Unripe banana has many food uses as well. In Zamboanga City, green
unripe bananas, boiled in skin and served with “haleia” or coconut milk caramel, are
popular. Sun-drying slices of unripe fruits and pulverizing make banana or plantain flour
or powder. One of the most popular unripe banana products is banana chips.
Commercial production and marketing of banana chips has been
increasing in various parts of the world over the past 25 years and these products are
commonly found in retail groceries alongside potato chips and other snack foods.
'Carinosa' and 'Bungulan' bananas are favored for chip-making in Latin Amerca. In the
Philippines, the ‘Saba’ and ‘Cardava’ varieties are chosen for this purpose.
This paper proposes a banana chips production business in Zamboanga
City. The idea stemmed from the proponent’s fondness for the product and the
prodigious source of banana in the area. The business and its initial product shall be
named MILES COMPANY and MR. YUMMY BANANA CHIPS, respectively. The banana
chips shall be distributed mainly to the canteens of the different primary, secondary, and
tertiary schools in Zamboanga City. Miles Company will also deliver to the grocery stores
as well as the canteens of the different companies or offices in the city.
II. Product Description
The Mr. Yummy banana chips are delicious, crispy, and healthy snacks.
The banana chips have a sweet taste. They are made from the Filipino banana of
the Saba and Cardava variety. Smooth delicious bananas are picked in their mature
green stage, peeled, thinly sliced, honey sweetened and then fried in vegetable oil.
They are a nutritious snack because of the honey content. They do not contain
artificial additives. They are a nutrient-dense food, contributing to a healthy diet by
providing not only potassium but also calcium, carotene, vitamin C, and vitamin B6.
Each chip has an average size of 25-30 millimeters in diameter and thickness of
3-4 millimeters. The thin chips are deep-fried, and naturally cooled before packaging
restoring the product’s crispiness.
The banana chips are packed by 50 grams in plastics. The label indicates the
business and product name, ingredients, weight, and business address and number.
Each pack is well-sealed to maintain the product’s crispiness.
III. VMO and SWOT Analysis
Vision
In seven to eight years, Miles Company will be the biggest banana chips
manufacturer in Western Mindanao and will contribute to the Philippines banana chips
export market.
.
Mission
Miles Company manufactures honey-dipped banana chips and distributes them
to the different school canteens, office canteens and grocery stores in Zamboanga City.
Values
1. Excellence – in producing high quality honey-dipped banana chips
2. Honesty - in relating with customers and paying taxes to the government
3. Cleanliness and sanitation – in the preparation of ingredients, cooking of the
chips and in the packaging of the product
4. Hardwork – in devoting energy and talents for the growth and success of the
business
Objectives
1. Generate an annual sale of P 250,000 and net income of P50,000.
2. Produce the best tasting banana chips in Zamboanga City
3. Distribute to 50% of the school canteens in Zamboanga City
4. Gain access to the office canteens and the grocery stores in Zamboanga City
5 .Export products to other countries
SWOT Analysis
A scan of the internal and external environment of the business indicates the
following:
Strengths:
With know-how in the manufacturing of banana chips
Unique in Zamboanga City because bananas are sweetened with honey
before frying
The snack product is nutritious. Its nutritional contents include potassium
and protein
Weaknesses:
Lacks access to grocery stores and office canteens
No established supplier of honey in Zamboanga City
Opportunities:
There are more and more schools that are being put up in the city
A supportive government indicates that there is a bright future for the firm
in the export market
Threats:
The preference of students and young people to eat junk foods
The prices of cooking oil, sugar and honey are increasing
Strategies
Strength-Opportunities:
Extensively promote nutritious product to students of the different schools
by joining trade fairs during school fiesta or palaro
Accumulate profit and reinvest it for expansion of business and
distribution in the neighboring places of Zamboanga City
Weaknesses-Opportunities:
Concentrate marketing efforts on the distribution to school canteens
When sales volume increases due to increased demand for the product,
find suppliers outside Zamboanga City and negotiate terms.
Strengths-Threats:
Invest in Research and Development activities to obtain cost efficiency
and optimal productivity
Package and label product differently to attract even junk food eaters
Weakness-Threats:
Research on the feasibility of processing own honey made from banana
IV. Profile of Target Market(s)
Zamboanga City is the center for education in Western Mindanao. It is a home to
three universities, three computer colleges, ad numerous colleges and institutes in the
Zamboanga Peninsula region. The Department of Education – Zamboanga City Division
records a total of three hundred fifty-two schools in all education level including pre-
school in school year 2007-2008. Two hundred forty-five (245) and one hundred one
(101) of these schools are government-owned and privately-owned, respectively. This
number is six less than the recorded number of schools in school year 2006-2007. The
closing of twelve private elementary schools and the opening of one public high school,
three public pre-elementary schools and two private pre-elementary schools contributed
to the decrease.
The Department of Education – Zamboanga City Division has in record 175,319
and 176,079 students in the preschool, primary and secondary level in school years
2006-2007 and 2007-2008, respectively.
More than ninety percent of the schools in Zamboanga City have their own
school canteens. A survey was conducted to thirty different schools located in the city
proper, east and west coast in Zamboanga City. Twenty-eight of the thirty schools have
canteens located inside the school and these canteens are owned by a cooperative of
teachers and staff members.
Ten students for each of the twenty-eight schools were handed out
questionnaires to determine their purchases and purchase level from the canteens. Five
out of ten (50%) students visit and buy from the school canteen once a day either for
snacks, lunch, or school supplies; three students (30%) seldom go to the canteen (less
frequent than once a weekly) and buy school supplies and drinks. The remaining two
students (20%) never go to the canteen because they bring their own food and school
supplies or because they do not have money at all.
Three out of the five regular canteen goers are likely to buy snack food. Two out
of these three snack buyers prefer commercialized chips like Chippy and Piatos and
other junk foods. One prefers home made snacks like bico, cassava cakes, sandwiches,
and bananaque.
Eleven of the twenty-eight school canteens were selected as targeted place of
distribution of the product. Nine out of eleven pre-selected school canteens committed to
buy the product from the business. The Brent Hospital and College Inc. and Immaculate
Conception Archdiocese School are the two schools who responded “No” when asked if
they will buy the proposed product. All nine prefer the goods to be on consignment
basis. This term provides that each pack of 50 grams honeydipped banna chips is
priced at P6.00. Payment on the delivered goods for the day shall be made on the next
day’s delivery. The schools were chosen for their large population and the nearness of
each school from another. The latter reason will generate efficiency in the delivery and
collection of payment.
The following are schools/canteens which committed to buy the product,
with their corresponding population and location:
Schools Location Population1 Claret HS San Jose Rd, Baliwasan, Zamboanga City 1,1782 WMSU (Lab High & College) Normal Rd, Baliwasan, Zamboanga City 22,0003 ZNHS West RT. Lim Blvd., Baliwasan, Zamboanga City 5,8074 Pilar College (All levels) RT. Lim Blvd., Baliwasan, Zamboanga City 1,3985 STI College Gov. Lim Ave., Zamboanga City 5946 SCC (HS & Colleges) Pilar Street, Zamboanga City 1,4977 Universidad de Zamboanga City (College)
P. Lorenzo Street, Zamboanga City 5,199
8 Universidad de Zamboanga Tetuan (HS & College)
Don Toribio Street, Zamboanga City 8,609
9 ZCHS Main Don Alfaro Street, Zamboanga City 9,496
V. Marketing Plan
A. Marketing Mix
Product
Mr. Yummy banana chips are healthy and delicious snacks. Bananas are dipped
in honey syrup before fried. The product does not contain any preservative or additive.
The banana chips are packed by 50 grams in plastics and are each pack is
individually labeled.
Price
Each pack of 50 grams of banana chips is priced at P6.00. This is because the
desired gross profit margin is 75%. A unit cost of P2.18 with a gross margin of this rate
will result to a rounded off-price of P6.00.
The price of the Mr. Yummy Banana Chips is not greatly different from the price
of the products of the competitors. In fact, the wholesale price of the Member Food
Dealer and Guiwan Special Banana Chips, which distributes to retail and convenience
stores, is also P6.00. Prices of other competitors range from P6.50 to P10.00.
Such differences in the prices, however, shall have the least significant effect in
the competition. Price is neither the competency nor strategy of the proposed business.
It shall focus instead in delivering banana chips product, unique and special for its honey
content.
Furthermore, the main distribution links of the competitors are the grocery stores
and convenience centers. These stores will sell the products at P9.00 to P15.00. Miles
Company shall do direct delivery of its products to the school canteens and stores at
P6.00.
Place or Distribution
The delicious and healthy banana chips product will be distributed mainly to
canteens of the different schools in Zamboanga City. Initially, it shall deliver to the
canteens of Claret High School, Western Mindanao State University, Zamboanga
National High School West, Pilar College, Brent Hospital and College, STI College
Zamboanga, Southern City College, Universidad de Zamboanga - City Campus and UZ
Tetuan Campus, Zamboaga City High School Main and Immaculate Conception
Archdiocese School.
The first five schools above are located in the west area of the city while the last
three schools are located in the east. STI College, Southern City College and
Universidad de Zamboanga are found within the city proper.
Since the business aims to make it known also to non-school canteen customers,
it will deliver to retail stores in Guiwan, Tumaga, Canelar, Sta. Maria, and San Roque.
Canteens of GSIS and BIR are also targeted.
Cash collection shall be made on the following delivery. Given that delivery shall
be made daily, collection of the day’s delivery shall be made on the following day.
Collection from these non-school canteens and retail stores shall be made on the next
Saturday of delivery. This is to encourage these customers to buy and patronize the
proposed product.
Promotion
The business shall be promoted by word of mouth and through personal selling
efforts of the business proponent. Packaging and labeling will be enhanced more to
further promote the product.
B. Competition
The following are the competitors of the Miles Company;
Competitors
Business Location
Place of Distribution
Price
(of 50g pack)
1. KuKuh’s Banana Chips Sta. Maria, Zamboanga City
Canteens of schools and offices; Convenience stores
P 7.00
2. Member Food Dealer Banana Chips Canelar, Zamboanga City
Canteens of schools and offices; Convenience stores in ZC
6.00
3. Ecoco Banana Chips Manila City Grocery Stores Nationwide
10.00
4. Guiwan Special Banana Chips Guiwan, Zamboanga City
Retail Stores; Bakeries
6.00
5. Food Trade Center Banana Chips Isabela City Canteens of schools and offices; Convenience stores in Isabela City and ZC
6.50
The banana chips products of the competitors listed in the foregoing page are
almost alike. Except ECOCO banana chips, which uses table banana or sweet plantain
of the Musa acuminata group like the lady finger (sulaybaguio) and ‘’Gros Michael”
(lakatan) bananas, all of the companies use saba and cardava. Peeled and sliced
bananas of these varieties are deep fried and packed in plastics. Miles Company,
however, shall soak the banana in honey syrup before frying. This shall result more
delicious and nutritious banana chips. This gives Miles Company edge over all its
competitors.
C. Factors in the External Environment that Affect the Business
Political Factors
The Local Government of Zamboanga City as well as national government
agencies like the Department of Trade and Industry and Department of Science and
Technology are supportive to entrepreneurs and the whole business sector. The current
political issue involving the ZTE project does affect the business directly or indirectly.
Economic Factors
Inflation is a problem of all businesses. Although inflation does affect the
business in the costing of the raw materials and pricing of the finished goods to a great
extent, it significantly affects the purchasing power of the money given to students as
allowance.
Socio-Cultural Factors
Mr. Yummy banana chips product competes with other snacks in capturing the
taste and preference of students who are the end customers of its market. These other
snacks include the potato chips of Jack and Jill Corporation, cheese curls and other junk
foods. They are often preferred by students.
Technological Factors
Training on banana chip production in the future, can open doors to the use of
technology in the business. Technology, automation can increase the efficiency of the
production, in volume and quality and can therefore pave the way to banana chips
export.
VI. Operational Plan
A. Production Process
The Mr. Yummy Banana Chips production process shall be as follows:
Raw Materials Inventory
Peeling of the bananas
Slicing of the banana
Soaking in honey and sprinkling of sugar
Cooking in vegetable oil
Cooling
Packaging
Production shall be daily, the cooking in the morning and manual packaging in
the afternoon. Finished goods for the day shall be delivered the following day. Goods
produced on Fridays are distributable to non-school canteens on Saturday while goods
made on Saturdays are to be delivered on Monday the following week.
Bananas will be peeled and sliced. Peeling and slicing of one bunch and two
hands of bananas will take one hour and fifteen minutes. Ten kilograms of peeled and
sliced bananas shall be soaked in honey and sprinkled with sugar. The sliced bananas
will be soaked in honey syrup for thirty minutes and then drained. They shall be fried,
five kilograms first and then the remaining five. A cooking strainer shall be used to
facilitate the emerging and sieving from oil of cooked banana chips. Frying will only take
30 minutes for all ten kilograms. The cooked banana chips will then be spread over large
“bilao” atop with absorbent paper and will be cooled for one hour without manual or
electric fanning to maintain its crispiness.
Cooled banana chips are then packaged by 50 grams in plastics. They are
measured first using a small but precise weighing scale and should be 50 grams in
weight before sealing. Packs are sealed and labeled.
The following table summarizes the banana chips production process with the
length for each step:
Finished Goods
Inventory
B. Suppliers
The business shall buy its weekly supply of seven and a half bunches of bananas
from the farmers in Dungcaan, east of Zamboanga City. The contact person in the area
is Ms. Marie Atilano, a relative of the business proponent. She resides in the area and
knows the residents of the barrage.
C. Schedule of Operations
The business shall operate from Monday to Saturday, from 8 A.M. to 5:00 P.M.
Purchase of raw materials and supplies shall be made every Saturday before the
production week. Banana chips produced during the day shall be sold in the following
day. Products completed during Fridays are made so for distribution to non-school
canteens and retail stores during Saturdays. This is because very few schools operate
on a Saturday. During semester breaks and school holidays, the business shall intensify
selling efforts to non-school canteens and retail stores.
Collection from school canteens shall be made on the following delivery, that is,
on the following day. To encourage non-school canteens and retail stores, however,
collection from these customers shall be made on the next Saturday of delivery.
D. Business Location
The banana chips production shall be home based. The products shall be made
at the place where the proponent resides. It is a 4 meter by 9 meter house being rented
by the proponent from a relative, located in 132 San Jose Road, Baliwasan, Zamboanga
City. It is one of the two houses in the lot with area of 270 square meters. The other is a
two-storey house with a total floor area of 160 square meters.
One-half of the area of house shall be retained as the personal and sleeping
quarter of the proponent and the other half shall be made into a packaging area.
Cooking shall be held outside, in an outdoor kitchen adjacent to the packaging area.
VII. Organizational Plan
A. Business Organization
Initial Organization
The business, a sole proprietorship, shall initially employ only two employees.
The project proponent shall be the first and the manager and shall be responsible for the
purchase of raw materials and supplies, delivery of finished goods, dealing with
customers and prospective customers, and managing the finance of the business.
The second employee shall be responsible for the production: cooking in the
morning and packaging in the afternoon. He shall maintain the cleanliness of the kitchen,
the utensils and cooking wares and the production process in general. He must be:
- knows cooking
- able to work with minimum supervision
- clean and neat in looks and ways
- willing to undergo training
- willing to work and receive per piece wage
- observant and patient
Future Organizational Chart
Five to six year from now, the following will be the business organization chart:
B. Personnel Compensation
Employees of the business shall receive wage equivalent to the minimum daily
wage of employees of retail establishments employing not more than 30 employees in
Zamboanga Peninsula. Wage Order No. RIX-13 prescribes the granting of P195.00
minimum to these employees. The employees of Martin Company are also entitled to
government mandated benefits and privileges: 13th Month Pay, SSS, Phil Health and
Pag-ibig.
The following is a summary of the personnel compensation of the business,
indicating basic compensation and personnel benefits, factored annually:
Manager
Marketing Finance Production
- promotes and delivers
products
- deals with customers
and prospective
customers
- maintains the books of
the business
- oversees the overall
financial condition of
the business
- Produces banana
chips and maintains
its quality
- schedules production
to increase
productivity
For the monthly basic pay, the project proponent, the owner of the business
receives an equal pay to that of the other employee. Compensation of the manager is
charged to operating expense while the compensation of the other employee is partly
charged against cost of goods sold and partly against operating expenses. For the
compensation charged to cost of goods sold, he shall receive 15 centavos for every unit
of product completed. The remainder thereof shall be charged to operating expense.
VIII. Financial Plan
A. Unit Costing
Unit cost is derived from the batch cost divided by the number of units each batch
produces. Unit cost is as follows:
Raw Materials 10 kilogram banana (peeled, 1 bunch and 2 hands of bananas) P60 per bunch, 5 per hand P 70.00
2 botles of honey P75.00 per bottle 150.001.5 kilogram brown sugar P26.00 39.00
1liter cooking oil (to be used only twice to maintain quality) P83.75 41.88Total Raw Materials P 300.88Units Produced (of 50 grams) 190Raw Materials Per Unit P 1.58Packaging Cost Per Unit
Plastic P0.18 per piece P 0.18 Label P0.05 per pice 0.08 0.26
Direct Labor Per Unit 0.15Factory Overhead (Wood Coal)
P15 per cooking, 5 kilogram of banana per cooking) 0.19
Unit Cost P 2.18 * 100% input in kilograms = 95% outputs in kilogram
One hundred percent of banana as an input will produce only ninety-five percent of
banana chips as an output. This may be due to the loss of moist content of banana when
fried and cooled. The 10,000 kilograms of banana, therefore, will produce 9,500 grams
of banana chips, or 190 packs of 50 grams of banana chips.
B. Production Volume
Daily production for the first year of operation is 190 units. Annual increase is
projected at 40 units for the four (4) additional school canteens to be captured each
year.
C. Mark-up
Desired gross profit per unit is 75%. Price of the banana chips, therefore, for the first
year is P6.00 per unit.
D. Merchandise Inventory
Only the goods produced at the last working day of the year are expected to
remain unsold at year end. This based on the assumption that delivery of goods produce
during the day will be delivered on the following day. Ending merchandise units will be
sold in the first working-school day of the year.
E. On Account
Only goods delivered to non-school canteen customers on the last Saturday of the
year are considered to be on account. For projection, a daily sale multiplied by 6 days
credit term for non-school canteen customers is equal to the Accounts Receivable at
year end.
Since all purchases are on cash basis, there shall be accounts payable at the end of
the year.
F. Fixed Assets
The following the fixed assets to be used in the conduct of the business and their
Net Income after taxes 28,839.16 74,398.65 109,751.70 143,798.22 178,628.64 add: depreciation 6,476.06 6,476.06 6,476.06 6,476.06 6,476.06 Add: salvage value of motor 32,380.29
Net Cashflow (29,207.33) 13,952.91 53,176.43 116,227.76 150,274.28 217,484.99
Cash Balance (15,254.42) 37,922.01
PAY BACK PERIOD 1.29
NET PRESENT VALUE
P 327,280.02
INTERNAL RATE OF RETURN* 145%*25% is the most likely rate of return is the the computed rate of return on investment
The above table shows that the high cash inflows provided by the business
operation shall result to a payback period of 1.29 years. This means that initial
investment shall be recovered by Miles Company within 1.29 years.
The net present value of a project is the present value of the expected cash flows
that the business will receive as result of investing into the project. The Net Present
Value of the project is P 327,280.02, and this is the value that will be added to the initial
investment. Since, the NPV is positive, the project could be considered financially viable.
Internal rate of return is defined as the discount rate that equates the present value
of the project's future net cash flows with the project's initial cash outlay. If the IRR is
compared with the interest offered by banks or other risk-free investment instruments,
the IRR of 145% is much higher than the rate offered by investing to government bonds
such as T-bills. This means that this project is a more attractive investment.
IX. CONCLUSION
The business has a market and will grow in the future. Its honey content makes it
unique and thus be patronized by the target market. The target markets of Miles
Company are school canteens and retail stores. There are numerous schools existing
and being put up and canteens of these schools shall be the market of the business and
at the same time its network of distribution links. The Mr. Yummy Banana Chips shall
only be priced at P6.00, very affordable for school canteens who shall sell the same
products to students and other customers at mark-up of one to two pesos.
Operationally, the proposed business is viable. Banana chips are easy to make
and it does not require highly technical equipments.
The business also requires very minimum number of personnel to run and its
organization need not be complex.
Financially, it is feasible considering its low project cost and it profitability. Within
a period 1.29 years, the business capitalist can recover its initial investment of P
29,207.33. The business’ cash flows obtain a positive net present value adding
P327,280.02, to the initial investment and its internal rate of return is 145%. These figures
further conclude that the business is financially feasible.
Most importantly, the business will contribute to the society by making available a
healthy product and employing unemployed individuals. It may start with only one, but
when it will grow, it will make a significant impact on the country’s workforce and in the