PIPENSER-FINAL

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Far Eastern University
Institute Of Accounts, Business and Finance
PIPENSER
-----------------------------------------------------------------------------------A Business Plan Paper Presented to the Faculty of the
Institute of Accounts, Business and Finance of
Far Eastern University
Sampaloc, Manila
---------------------------------------------------------------------------------In Partial Fulfillment of the Course Requirements in the
Institute of Accounts, Business and Finance for the Degree
Of Bachelor of Science in Business Administration
-------------------------------------------------------------------------------Aviles, Ferdinand
Aviñante, Patrick Nathan
Dayrit, Ralph Marvin
Dela Cruz, Chrisia Mae
Dela Cruz, Kim Cziya
Doctor, Audrey
Vicente, Venice
2017
Far Eastern University
Institute Of Accounts, Business and Finance
ACKNOWLEDGEMENT
We would like to thank the Almighty Father who guided us while making this paper and for not
letting us lose hope until the very end.
We would like to express our sincere gratitude to our adviser Dr. Edith Bunuan for the
continuous support, patience and guidance to finish this paper.
To our Accountant, Professor Virginia Morales, who helped and guided us in our Financial
Aspect.
To our architect, Ben Bermud for lending his time to help doing the floor plan and our 3D Store
Prospective.
And lastly, we would also thank our family, for giving us support, encouragement in doing this
paper and for supporting our financial needs.
We thank you all from the bottom of our hearts.
Thank you for inspiring us.
Sincerely,
ADCV Company
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TABLE OF CONTENTS
I.
II.
III.
EXECUTIVE SUMMARY
Type of Business
5
Company Profile and Logo
5-6
Management Highlights
7
Technical Highlights
7
Marketing Highlights
8
Financial Highlights
8
Socio-Economic Contribution
8
MANAGEMENT ASPECT
Introduction
9
Key Business Operations
10
Type of Business
11
Distribution of Capital
11
Organizational Structure
12
Personnel Specifications
13
Job Qualifications and Descriptions
13-19
Salaries and Benefits
19-25
Hiring of Personnel
25-27
Orientation and Training
27
Performance Appraisal
27-29
GANTT CHART
30-31
TECHNICAL ASPECT
Product Description
32
Benefits, Attributes and Features
33
Plant Location and Layout
34-37
Materials
38-39
Furniture and Fixtures
40-41
Equipment and other materials need in production
41
Office Equipment
42-43
Office Supplies
43-45
Other Expenses
46
Production Process
47-50
Packaging
51
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IV.
Utilities
52
Delivery
53
Delivery Schedules
53
Delivery Route
53
Quality and Safety Measures
54
MARKETING ASPECT
Marketing Overview
55
Porter Framework
56-58
SWOT Analysis
58
Demand and Supply Analysis
59-60
Target Market Profile
61
Market Research
Procedure in conducting a market research
62
Respondent’s Profile
63
Survey results and analysis
64-68
Product
69
Pricing
69
Place
70
Distribution Strategy
70
Channels of Distributions
70
Promotions
Sales and Promotional Program
71
Advertising Program
71-72
Public Relations Program
72
Market Risks
V.
77
SOCIO-ECONOMIC ASPECT
Government
78
Customer
78
Community
78
Proponents
79
VI.
FINANCIAL ASPECT
VII.
APPENDICES
80-85
Survey questionnaires
86-87
Curriculum Vitaes of proponents
88
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EXECUTIVE SUMMARY
Type of Business
The form of ownership that the business will adapt is a Corporation wherein the company has
the right to enter into contracts, loan and borrow money, sue and be sued, hire employees, own
assets and pay taxes. All the stockholders will determine the amount of capital or money
contributed (percentage) or donated.
Company Profile and Logo
The ADCV Company is a beverage dispenser manufacturer that was founded in the year 2017
at Tomas Morato, Quezon City. The company aims to provide restaurant, canteens, food stalls,
bar and club owners, antique shops, and as well as a home décor for the consumers. The target
market are those who love throwing parties at home or organizing social events, whether it be a
small meeting or a grand convention or exhibition, a beverage dispenser for various market
need, the Pipenser. The ADCV Company will be known not only for using the highest quality of
materials to ensure the Pipenser’s long functioning time, but also possessing the availability of
replacement parts, and accessories for our valued customers.
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About the Logo

ADCV is the initials of the business owners. The letters are made of pipes which signify
the business concept itself, the beverage dispenser made of pipes.

A spur gear is usually used in machines, and in order for a machine to function properly,
cooperation among its parts is required, with this we used one spur gear to symbolize
how we work as a single unit for maximum productivity.
Company’s Tagline
“Build to last to satisfy your thirst!”
Vision

The company envisions itself to be the country’s premier provider of world-class
beverage dispenser and delivering excellent products and services through a team of
passionate people, working together and committed to innovation, stakeholder
engagement and sustainable development. It is the company’s ambition to strengthen its
position in the future by creating new long-term sustainable partnerships with both
vending operators and the food & beverage industry.
Mission

To provide a reliable and quality beverage dispenser that delights customers. And to
create an open, creative, growth-oriented corporate culture that motivates our
employees to provide the highest quality of service. Providing value and innovation that
exceed our customers' needs and expectations.
Objectives

To achieve total customer satisfaction by ensuring them with reliable product and
services;

To foster a workplace culture where our principal concern is to guarantee the physical
integrity of our employees wherever they may be and in all work situations;

To increase brand awareness and recognition through signage and social media;

To network with local businesses associations. By networking we can build businesses
through referrals and connections;

To build a unique value proposition that differentiates Pipenser from the competitors.
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Management Highlights
The ADCV Management will be composed of the Board of Directors, founders of ADCV
Company, will establish corporate management related policies and in making decisions on
major company issues. They will also work with the president to establish long-range goals,
strategies, plans and policies. The President, who will be in-charge of overseeing and ensuring
smooth marketing, sales, and day-to-day operations, as well as key managers for finance,
marketing, human resources, and operations. The Financial Manager, with the aid of an
accounting clerk, will be responsible for financial reports and cash forecasts which will help take
care of the company’s financial health and stability, next is the Marketing Manager who is
tasked with preserving the honor and dignity of the company’s general image in the market and
to the consumers with patronizing advertisements, endorsements, and public engagements. For
matters regarding recruitments, selections, trainings, and evaluations for the staff and
managers, the point-person will be the Human Resources Manager. Finally, to ensure an
efficient and effective production system, the Operations Manager holds the duty to provide
solutions and strategies for the improvement of day-to-day processes in order to meet and
satisfy customer expectations.
A good hiring program is in place as well as performance evaluation to employees is
administered two times in a year. To motivate the employees, on top of the mandated benefits,
fringe benefits are also provided to the employees.
Technical Highlights
The Pipenser is basically a hand-built beverage dispenser capable of supplying any kind of
drinks the customer would wish to enjoy, made with quality materials and a fairly simple design,
it is, durable, easy to use and saves time for the customers. ADCV will primarily be setting up a
150 square meter shop in Tomas Morato, Quezon City, equipped with basic office tools and
facilities to cater to the customer's needs.
The production process involves 5 steps, from cleansing the pieces, lay-out and assembly, to be
packed in a box altogether. The company’s commitment to providing quality service with a zerodefect, no waste attitude, and compliance with all safety and regulatory requirements will help
build and maintain trust from the consumers. Additional safety measures, such as the provision
of proper working gear, and regular machine inspections plus maintenance will also be adopted
for the employees and to avoid any unnecessary accidents, all of this topped with a quick, doorto-door delivery service will ensure a harmonious relationship with the consumers.
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Marketing Highlights
ADCV Company wants to introduce a new concept that is largely based on various beverage
dispensers. The Pipenser, is tailored primarily for business establishments like restaurants,
bars, clubs, and other foodservice operations. In addition to traditional marketing media and
strategies, the company believes that our reach towards a larger market can be made even
more possible by utilizing the internet and digital methods, such as video ads or social media
sites, the combined force of conventional and modern media will boost ADCV Company’s
exposure to the public and help generate new networks and connections with clients. Various
marketing programs are crafted to help boost the sales of the company.
Financial Highlights
The study for the financial stability of the ADCV Company will be considering five (5) years of
projected sales and cost, these figures are the bases on how the company will grow and will be
able to continuously operate through the succeeding years. Government regulations such as
taxes on payrolls and other legal matters will also be applied. Return of Investment is in Year 1.
Socio-Economic Contribution
ADCV Company will make sure that the government, customers, community, and the
proponents will gain benefits from the business. A well designed CSR Program will benefit the
community.
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MANAGEMENT ASPECT
I. Introduction
Pipenser is a unique product which easily dispenses drinks like water, juice, liquor or mixed
drinks. This product is a must-have for concession stands, family or group outing, gift, antique
shops, convenience stores, restaurants, cafeteria, clubs, bars, or other foodservice operation
and you can also have it at home as a decoration. Pipenser hold your pre-made beverages and
pour drinks quickly and in a not messy way to mix cocktails, making service more efficient for
the customers.
The proponents came up with a kind of business idea that creates a new concept that is entirely
different from existing liquid dispensers. Customers will feel the uniqueness of the product and
will be attracted to buy the product as the design is new to the market.
The ADCV is not just about producing Pipensers but having a relationship which bonds the
company to its customers, thus becoming part of their lives. Consumers will be able to enjoy the
drinks that they'd like any time of the day and ensure them that it is convenient, sanitary and
safe to use.
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II. Key Business Operations
Order
Delivery
Payment
Prodution
Process
ADCV Company will have the Board of Directors, a President, a marketing manager, operations
manager, finance manager, human resource manager, an accounting clerk, and the other
employees that will help and secure the success of the business. The production of the pipenser
will also have the quality that will satisfy the customers. The delivery will between 8:30 in the
morning up to 4:30 in the afternoon. And the customers can pay upon delivery of pipenser.
ADCV Company will rent a 150 square meters in Timog Avenue, Tomas Morato, Quezon City
where the production and the assemble area will be placed. The company’s e-mail address is
[email protected]; the website is PIPENSER.com; and a cell phone number of
0927-906-0411.
The display section will also be placed in shop where customers can see a ready to buy
pipenser and other samples of pipenser. In terms of promotion, the company will be using
online advertisement and a company page where customers can see how pipenser works and
enjoyed by the people who already bought pipenser. ADCV Company will set an appointment
to different clubs, bars, cafeterias, restaurants, and and other foodservice operation for
promoting pipenser. The website of the business will run 24 hours.
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III. Type of Business
The form of ownership that the business will adapt is a Corporation wherein the company has
the right to enter into contracts, loan and borrow money, sue and be sued, hire employees, own
assets and pay taxes. All the stockholders will determine the amount of capital or money
contributed (percentage) or donated.
Distribution of Capital Shares
Owners will contribute PHP 1,500,000 each, making the total amount of the starting capital is
PHP10,500,000.
Stocks will be PHP100/share, and will be offered to the possible oustide investors after 3-5
years of the start of the business operation.
SHARES
PERCENT OF STOCK
OWNERSHIP
Ferdinand Aviles
15,000
14.29%
Patrick Nathan Aviñante
15,000
14.29%
Ralph Marvin Dayrit
15,000
14.29%
Chrisia Mae Dela Cruz
15,000
14.29%
Kim Cziya Dela Cruz
15,000
14.29%
Audrey Doctor
15,000
14.29%
Venice Vicente
15,000
14.29%
105,000
100%
STOCKHOLDERS/OWNERS
TOTAL
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IV. Organizational Structure
The ADCV Company is adapting the functional structure organization, wherein the company
groups employees according to their roles or tasks. The functional structure consists of a
janitors, guards, delivery men, and production workers under the operations manager, the
marketing manager, an accounting clerk under the finance manager, a human resource
manager, and the President who administer the business operations who will also then report to
the Board of Directors.
BOARD OF DIRECTORS
PRESIDENT
Marketing Department
Finance Department
Accounting
Sales
Manufacturing &
Operations Department
Janitors
Human Resource
Department
Delivery Men
Driver
Cashier
Production
Workers
Security Guards
(Outsource)
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V. Personnel Specification
All employees will work on Mondays-Fridays, as well as Saturdays, from 8am-5pm and 8am11:30am respectively. The company will be composed of the Board of Directors, a president,
four managers (operations, marketing, finance, and human resource), five production workers,
an accounting clerk, a driver, two delivery men, two janitors, and finally two guards who will go
on 12 hour shifts each for 7 days
VI. Job Qualifications and Descriptions
Position
Qualifications
Descriptions
No.
of
employees
Board of

Directors



Must be a degree

Recruits, oversees, and
holder in Business
compensates the
management
President.
Must have a good

Determine the company's
interpersonal skills
vision and mission to guide
Must have excellent
and set the pace for its
organizational
current operations and
management skills
future development.
Must have basic

7
Ensure that the company's
organisational structure
financial knowledge
and capability are
appropriate for
implementing the chosen
strategies.

Delegate authority to
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management, and monitor
and evaluate the
implementation of policies,
strategies and business
plans.

Exercise accountability to
shareholders and be
responsible to relevant
stakeholders
President

Must be a degree

holder in Business
Management,

preferably MBA.

Must have at least 3

years’ experience in
any top management

position


Must be able to lead
the entire corporation
through possessing


leadership skills

Must be able to work
under pressure and


handle stress

Responsible for providing
strategic leadership for the
company by working with
the board of directors
Establish long-range goals,
strategies, plans and
policies.
Participate in the
development of the
corporation's plans
Develop and implement
policies and procedures of
the organization
Improve the budgeting
process
Administer the day-to-day
operation in functional
managements
Understanding the legal
obligation; knowing the
penalties for violations
Responsible for budgeting
in all areas of the business
Review company’s
budgetary and financial
requirement
Terminating employees
that unable to satisfactorily
1
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

Operations

Must be a degree

holder in management
Manager

3 years’ experience in


Improve
the
operational
system

Must have good
communication skills
1
monitor
operations
management
perform job
Resolving conflicts
Responsible in paying the
salaries of the employees
Perform quality control and
Managing
day-to-day
operation activities

Overseeing inventory and
distribution of pipensers

Planning
operational
schedules

Supervise
production
workers.

Ensuring that health and
safety regulations are met
Marketing

Must be a degree

Prepare operational reports

Set operational budgets

Responsible
holder in Marketing
Manager
management



1
Promote or advertise the
product

Must have good
communication skills
brand
management
3 year experience in
sales and marketing
for
Preparing online and print
marketing campaigns

Implementing
developing
and
marketing
strategy

Set marketing budget

Prepare
marketing
plan
reports
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
Initiate market research

Responsible
Finance

Must be a CPA
Manager

3 year experience in
management,
accounting
and financial analysis

for
funds
budgeting
Must have good math

Prepare forecasting
skills

Minimize financial risk

Conducting evaluation for
cost
1
reduction
opportunities

Providing financial reports

Interpret
financial
information

Monitor
the
day-to-day
financial operation
Human

Resource
Manager

Must be a degree

holder in management
selecting,
or specialized in human
evaluating all staffs and
resource management
managers.
At least 3 years’

experience in human
resource management


Responsible in recruiting,
training
salary structure

Recommending, planning,
and
communication skills
structure revisions.

organizational
management skills
and
Preparing pay budgets and
Must have good
Must have excellent
1
implementing
Resolving
pay
employees
grievances

Counseling
staffs,
supervisor and managers.

Maintains
employee
benefits programs.

Ensures legal compliance

Contributes
organization’s
to
goal
by
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accomplishing
results
related
in
other
management departments

Maintain employees safety,
welfare,
wellness
and
health
Accounting

Must be a degree

holder in accountancy
Clerk

(Cashier)

3 years’ experience in
Responsible for providing
1
accounting reports

Calculate
and
issue
accountancy
financial analysis of the
department
financial statements
Must possess honesty

Record cash receipts
and integrity at all times

Prepares financial reports
by
collecting,
analyzing,
and summarizing account
information.

Process payroll in a timely
manner

Paying taxes

Operating the cash register
and
handling
cash
transactions
with
customers
Production

Workers

High school diploma or
•
Produce the product
equivalent
•
Assemble the parts
Knowledge of basic
•
Inspects product to ensure
high quality.
sanitary guidelines

Must know basic
•

With 1 year experience
Responsible in packaging
the product
troubleshooting
procedures
5
•
Ensure that the quality and
quantity
of
packaged
products are met.
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•
Ensuring sanitation of the
production
tools
and
packaging equipment.
Janitors

High school diploma or

equivalent
clean

Male/female
condition.

Knowledge
of
basic
sanitary guidelines

Knowledge
of
dish



Clean
emptying
basic

Driver

2
orderly
Sweep and mop floors.
buildings
trash
by
and
cleaning surfaces.
machine
operations

Cleaning the restroom
Excellent Customer

Perform general clean-up
of all areas of the building
Must have an excellent
•
Distribute
products
2
promptly to the customers
driving record
men
and

Service Skills
Delivery
Keep the building in a
Must have existing
•
Collect payments
driver’s license.
•
Ensure
that
delivery
receipts are signed
2 year experience
•
1
Perform mechanical and
troubleshooting
activities
on vehicle when needed
•
Ensure that the delivery
schedule is followed
Security

Provide a high level of


At
least
2
years

College/Vocational

2
the area.
client service
Guard
Protect products and patrol
Guard against theft and
maintain security.
Male Guard at least 5'7

Respond to alarms and
calls of distress.

Report rule infractions and
violations.
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
Regulate
and
monitor
building.

Inspect windows and doors
to ensure locks are in
place.
VII. Benefits and Salaries
Position
President
Operations
Manager
Finance Manager
Marketing Manager
HR Manager
Monthly Salary
₱ 30,000
₱21,559
₱21,559
₱21,559
₱21,559
Benefits (Mandatory)
• SSS membership
Benefits (Fringe)
• Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
2
weeks
paid
paid
paid
paid
paid
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Production
Workers
Accounting clerk
Driver
Delivery Personnel
Janitors
₱13,000
₱16,423
₱15,000
₱13,000
₱13,000
•
Philhealth
membership
•
13th month pay
•
leave
•
Uniform
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fund
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
13th month pay
•
SSS membership
•
Incentives
•
Pag-IBIG Fun
•
•
Philhealth
membership
2
weeks
leave
•
Uniform
•
paid
paid
paid
paid
paid
13th month pay
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QUALITATIVE DESCRIPTION OF SALARIES AND BENEFITS
Mandatory Benefit
Institution
Benefit
Description
Members who
suffer
partial
or
total
disability are paid in two ways: monthly
pension and lump-sum amount. Monthly
Disability
Benefit
disability pension if the employee paid at
least 36 monthly contributions to the SSS
prior
to
the
semester
of
unfortunate
incident.
A daily cash allowance paid for the number
Sickness
Benefit
of days a member is unable to work for at
least 4 days. 90 percent of an employee‘s
daily salary credit is subjected.
Social Security Service (SSS)
100 percent of an employee‘s (female)
average daily salary credit multiplied by 60
Maternity
Benefit
days for normal delivery and 78 days for
caesarean delivery are to be paid to the
individual.
Benefits such as loans, housing loans, and
Loan Benefit
business
loans
are
also
included
exclusively for SSS members only.
Death and
It is a cash benefit either in monthly pension
Funeral
or lump sum paid to the beneficiaries of a
Benefit
deceased member.
PhilHealth will be paying for services
provided to birthing mothers. Members are
Philippine
Health
Insurance
Corporation
(PhilHealth)
PhilHealth
Benefit (Mother
and
Child)
entitled to a cost benefit of eight thousand
pesos (Php 8,000) for Maternity Care
Package in non-hospital facilities and in all
Level 1 Hospitals. Normal delivery is
entitled to a cost benefit of six thousand five
hundred
pesos
(Php
6,500)
while
caesarean section delivery is entitled to a
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cost benefit of nineteen thousand pesos
(Php 19,000)
Medical
and
Hospitalization
Benefit
PhilHealth will cover the hospitalization of
the member and will cover necessary
medication.
Pag-ibig Fund offers a home loan at a low
interest rate of 6% (for Php 400,000 loan)
with a loan term up to 30 years. A qualified
Pag-IBIG Fund
Housing Loan
member
can
get
a
maximum
loan
amounting to three million pesos (Php
3,000,000).
Employee‘s contribution plus the employer‘s
contribution will earn dividend called Total
Provident Savings
Accumulated Value. Dividends are tax-free,
equivalent to 70% of the Funds annual net
income.
A form of monetary benefit equivalent to the
monthly basic compensation received by an
Other
Benefits
employee, computed pro-rata according to
13th Month Pay
the number of months within a year that the
employee has rendered service to the
employer.
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QUANTITATIVE DESCRIPTION OF SALARIES AND BENEFITS
Salaries, Wages and Compensation (1st Year)
SSS
PagIBIG
Philhealth
Position
Monthly
Rate
Annual
including
13th
Month Pay
Annual
Salaries
and
Benefits
TOTAL
ANNUAL
President
1,208.70
100
325
Human
Resource
1,208.70
100
262.50
PHP
30,000
PHP
21,559
Finance
Manager
1,208.70
100
262.50
PHP
21,559
Marketing
Manager
1,208.70
100
262.50
PHP
21,559
Operations
Manager
1,208.70
100
262.50
PHP
21,559
PHP 390,000 PHP
409,604.40
PHP
409,604.40
PHP
PHP 280,267 299,121.40
PHP
299,121.40
PHP
PHP 280,267 299,121.40
PHP
299,121.40
PHP
PHP 280,267 299,121.40
PHP
299,121.40
PHP
PHP 280,267 299,121.40
PHP
299,121.40
Accounting
Clerk
1,208.70
100
200
PHP
16,423
PHP 213,499 PHP
231,603.40
PHP
231,603.40
Driver
1,208.70
100
187.50
PHP
15,000
PHP 195,000 PHP
212,954.40
PHP
212,954.40
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Production
Workers
(5)
673
100
100
PHP
13,000
PHP 169,000 PHP
179,476
PHP 897,380
Delivery
Men (2)
673
100
100
PHP
13,000
PHP 169,000 PHP
179,476
PHP 358.952
Janitors (2)
673
100
100
PHP
13,000
PHP 169,000 PHP
179,476
PHP 358.952
Total
PHP 3,665,932
PHILHEALTH CONTRIBUTION
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SSS CONTRIBUTION TABLE
VIII. Hiring of Personnel
Job
Posting
Receiving
of
Applicati
on
Initial
Screenin
g
Skill Test
Final
Interview
Medical
and
Backgrou
nd Check
Contract
Signing
Orientatio
n and
Training
These are the steps on how on to apply and what to present before working at ADCV Company.
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Start of
Work
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1. Job Posting
Online job posting and walk in applicants; that applicants will be able to search and apply for
any open positions throughout the company.
2. Receiving of Application
Once the applicant applied for a position online, his information will be reviewed by the Human
resource manager and compares the applicant‘s skills and experience with the requirements of
the position. The company will contact the applicant if he is selected for consideration.
3. Initial Screening
The company will review the information of the applicant and will evaluate who among the
applicants are qualified for the position they are applying to. Selected applicants will be called
and undergo to a skill test.
4. Skill Test
The Company will give a test to the applicants. Applicants who will pass the skill test will be
called for the final interview.
5. Final Interview
The interview process may compare based on the position the applicants applied for. The
Human Resource manager will discuss the interview timeline to provide them with a realistic
expectation for filing the open position.
6. Medical
Before their scheduled start date, the company will ask them to submit a medical that is
mandatory to all applicants. Their offer of employment will be contingent upon a negative result
of any diseases.
7. Contract Signing
For the day the applicants passed their requirements needed, the company is obliged to give
them a contract that they will sign for the company to know that they agree to all the terms and
conditions of the company.
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8. Orientation and Training
New employees will be briefed before they start working for the company. During orientation
and training, employees will be provided with information such as hours of work, tasks, policies,
organizational structure and others. New employees will also be introduced to current
employees of the company.
9. Start of Work
The Human Resource manager will contact them to discuss with the applicant their first day of
work with the company
IX. Orientation and Training
ADCV Company will hold the orientation and training of employees two months before the
opening of the business. All employees are required to attend the event; it will last for two to
three hours. The speakers of the orientation will be the owners. During this period, each worker
develops the knowledge and skills that are necessary to work in a safe and healthy manner.
The following topics will be covered:
 Mission and Objectives of the company
 Policies and Procedures
 Roles and Responsibilities of the employees in the company
 Job Description
 Salaries and Benefits
 Hours of work and rest day
X. Performance Appraisal
The Performance Appraisal Form provides a semiannual written review of individual
performance in the context of the ongoing performance management process. It is designed to
clarify performance objectives, provide feedback about the employee’s performance, provide a
framework for identifying the employee’s development plans, and serve as a basis for merit
increase decisions. All employees are responsible for completing a yearly performance review
as part of ongoing performance discussions.
EMPLOYEE INFO
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EMPLOYEE
NAME
DEPARTMENT
JOB TITLE
REVIEWER
NAME
HIRE DATE
DATE OF REVIEW
BEHAVIORS
QUALITY
UNSATISFACTORY SATISFACTORY
GOOD
EXCELLENT
Works to Full Potential
Quality of Work
Work Consistency
Communication Skill
Independent Work
Takes Initiative
Group Work
Productivity
Creativity
Honesty
Integrity
Coworker Relations
Client Relations
Technical Skills
Dependability
Punctuality
Attendance
Overall Rating
STRENGTHS / TRAINING NEEDS
DETAIL EMPLOYEE'S GREATEST STRENGTHS
DETAIL ASPECTS REQUIRING IMPROVEMENT
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GOALS
ACHIEVED GOALS SET IN PREVIOUS REVIEW?
GOALS FOR NEXT REVIEW PERIOD
COMMENTS AND APPROVAL
EMPLOYEE COMMENTS
EMPLOYEE
SIGNATURE
REVIEWER COMMENTS
REVIEWER
SIGNATURE
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XI. GANTT CHART
Activity
2017
AprilNovember
2018
JanuaryFebruary
March-July
AugustOctober
November
Conceptualization
of the Business/
Feasibility Study
Canvassing for a
supplier of the
Materials
Pooling of Capital
Contributions
Setting Business
Location
Registration of
Licenses and
Permits
Purchasing of
Materials Needed
Hiring and
Training of
Employees
Market
Preparation
Start of
production
Launching of
business
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The Gantt chart shows the following activities in the year 2017-2018.
2017
April-November – Eight months would be allotted for the conceptualization of the business and
preparation of the feasibility study.
2018
January – Canvass for a supplier for the materials needed.
February – Pooling of the capital contributions.
March – The owners will set the business location at Tomas Morato, Quezon City and furnish
the shop.
April-June – Three months allotted for the registration of the business’ licenses and permits.
July – One month allotted for the purchasing of the materials needed.
August-September – Two months allotted for the hiring process and training of employees.
October – The month for market preparation. Here the business will take into consideration the
market specifications before finally producing beverage dispensers to make the business as
profitable as possible.
November – The first-second week of this month will be allotted for the start of the production.
Third week of this month will be for the launching of the business.
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TECHNICAL ASPECT
I. Product Description
The Pipenser is a hundred percent hand built pipe dispenser that is developed by the ADCV
Company. It is a unique product that easily pours any kind of drink that the customers wish to
sip and enjoy.
Pipenser is a peculiar dispenser perfectly designed for concession stands, convenience store,
restaurant, cafeteria, clubs, bars, or even at home, it is a product that the customers would want
to have with them. This handicraft dispenser is comprised of direct materials including stainless
pipe, faucet and wood. The pipe will serve as the stand and watercourse toward the faucet,
while the wood will be the base. It is specially designed to emphasize its uniqueness due to its
distinctive form and materials used in making the dispenser. The primary concern of this product
is to provide convenience in using a beverage dispenser that is capable of serving different
kinds of drinks to enjoy in a unique and easy way.
The ADCV Company will be adapting one standard design of the Pipenser for the potential
walk-in customers in the store. Pipenser is a pipe-made-dispenser that the customers would
wish to have with. They’ll get to enjoy their drink in an extraordinary style. Be delighted by
drinking in a fancy and unique way to satisfy your thirst!
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Pipenser
II. Benefits, Attributes, and Features
Pipenser is made for everyone who frequently throws parties, owns a restaurant, club and bars,
or just simply enjoys beverages a lot. Instead of having to constantly mixes drinks or pull up a
new glass for anyone who asks, Pipenser can simply help everyone.
BENEFITS
ATTRIBUTES:
FEATURE
1. It saves time. Instant 1. Easy to use.
drinks are on everyone’s 2. Easy to carry.
book,
so
served
or
if
are 3. Parts of the Pipenser of the consumer’s favorite
they
can
Can carry up to 3 Liters of any
serve can be easily taken apart.
drinks.
themselves right away,
everyone
would
be
happy.
2. It’s easier to serve
customers.
3. Pipensers are made
with quality materials.
4. It can be used as
decoration.
5. It can be a space saver
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III. Plant Location and Layout
ADCV Company will be renting a 150 square meters shop in Tomas Morato, Quezon
City.
Vicinity Map
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Plant Layout
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3D MODEL
Top View
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IV. Materials
Retail
Price
Quantity
per Month
¾ Inch
Floor
Flange
PHP 60
800
½ inch
Stainless
T-Pipe
PHP 85
800
½ x 4 Inch
Stainless
Pipe
PHP 95
½ x 2 Inch
Stainless
Pipe
Monthly
Total
Cost
PHP
48,000
Annual
Quantity
Annual
Total Cost
9,600
PHP
576,000
PHP
68,000
9,600
PHP
816,000
800
PHP
76,000
9,600
PHP
912,000
PHP 88
800
PHP
70,400
9,600
PHP
844,800
Screw
PHP 0.20
1,000
PHP 200
12,000
PHP 2,400
½ Stainless
Saucet
PHP 116
800
PHP
92,800
9,600
PHP
1,113,600
1x½
Stainless
Female
Coupling
Wooden
Base
(24”x12”)
PHP 60
800
PHP
48,000
9,600
PHP
576,000
PHP 50
200
PHP
10,000
2,400
PHP
120,000
Materials
Picture
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Cork
PHP 4
800
PHP
3,200
9,600
PHP
38,400
Thread
Seal Tape
PHP 4
50
PHP 200
600
PHP 2,400
Polycrylic
Protection
Finish
PHP 954
4
PHP
3,816
48
PHP
45,792
Cleaner
and
Degreaser
PHP 650
4
PHP
2,600
48
PHP
31,200
TOTAL
COST
PHP
423,216
PHP
5,078,592
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V. Furniture and Fixtures
Machinery /
Equipment
Screw Driver
Quantity
Price per unit
Annual Total
Cost
7 sets
PHP 250
PHP 1,750
7
PHP 450
PHP 3,150
5
PHP 800
PHP 4,000
5
PHP 400
PHP 2,000
3
PHP 2,095
PHP 6,285
5
PHP 100
PHP 500
Pipe Wrench
Tables
Chairs
Wood Drill
Saw
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Chairs
4
PHP 2,000
PHP 8,000
1
(set of 6)
PHP 2,000
PHP 2,000
4
PHP 6,000
PHP 24,000
Plastic
chairs
Table
TOTAL
COST:
PHP 51, 685
VI. Equipment and other materials needed for production
Construction
Gloves
100 pairs
PHP 25
PHP 2,500
2
PHP 1,300
PHP 2,600
Rope
TOTAL
PHP 5,100
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VII. Office Equipment
Equipment
Quantity
Telephone
2
Computer
and
Printer
(Entry Level)
2
Air conditioner
(iKool 2.5 HP)
Roof
Ventilation
Fan
Price per
Annual Total
unit
Cost
PHP 960
PHP 15,600
PHP 1,920
PHP 31,200
2
PHP 32,498
PHP 64,996
2
PHP 2,674
PHP 5,348
2
PHP 6,800
PHP 13,600
1
PHP 100
PHP 100
Lockers
Wall Clocks
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Fire
Extinguisher
5
PHP 1,700
PHP 8,500
3
PHP 1,500
PHP 4,500
4
PHP 280
PHP 1,120
1 (will be
contributed by
one of the
owners)
PHP 250,000
PHP 250,000
Security
Camera
Smoke
detectors
Delivery Van
TOTAL
PHP 381,284
VIII. Office Supplies
Office supplies
Bond
paper
Monthly
Annual
Qty
Qty
1 ream
1ream
Price
PHP
Total Cost
Total Cost
(Monthly)
(Annual)
PHP 134.75
PHP 134.75
134.75 (1
ream, 500
sheets)
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Ball pen
1 box
6 boxes
PHP
PHP 60
PHP 360
PHP 85
PHP 510
PHP 5
PHP 20
60/box
Pencil
1 box
6 boxes
1 box
Push pin
PHP
85/box
PHP 5.00
4 boxes
(3months)
per box
Marker
5
30
PHP 10.00
PHP 50.00
PHP 300
Stapler
-
4
PHP 35.00
-
PHP 140
Staples
1
6
PHP 6.00
PHP 6.00
PHP 36
(2months)
per box
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Calculator
-
3
PHP 100
-
PHP 300
Sticky
1
6
PHP 29.75
PHP 29.75
PHP 178.5
-
2
150
-
PHP 300
5
20
PHP 10.00
PHP 50.00
PHP 240
4
PHP 6.00
PHP 6.00
PHP 24
Note Pad
Cork
Board
Folder
(3months)
Paper
1
Clips
(3months)
Scotch
2
24
PHP 5.00
PHP 10.00
PHP 240
-
5
PHP 10.00
-
PHP 50
PHP 436.50
PHP
2,883.25
per box
Tape
Scissors
TOTAL COST:
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IX. Other Expenses
Expenses
Total Annual Cost
Registration Expense
(ATP Reg. fee and
Business permits)
Rent Expense
PHP 38,000
PHP 420,000
Representation
Expense
PHP 60,000
Total Cost
PHP 505,000
Suppliers
Resources
1. Stainless Pipes
Supplier
1. 2a-3j Commercial
2. BJL Hardware Store
3. Ardee’s Hardware
2. Wood
1. Mayon 2nd Hand Lumber Shop
2. Jojo’s Bizarre Good Lumbers
3. Fixer Reused Lumbers
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X. Production Process
Cleaning
(5 Minutes)
Lay-out the pieces
(3 Minutes)
Assembling and Tubing
(5 Minutes)
Cleaning the Wood Base
(5 Minutes)
Final Assembly
(2 Minutes)
The production process is the process a product takes in order for it to become ready for
customers to buy. The product is made through the following the steps:
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
Step 1: Cleaning (5 Minutes)
Put all the pieces in a tube container and fill the container with a cleaner/greaser. Soak
them for one minute and let them dry.

Step 2: Lay-out the Pieces (3 Minutes)
Once the pieces are done soaking, remove them one by one and dry them off with an
old rag. As you dry them off, lay them out in the way in which they’ll be assembled.

Step 3: Assembling and Tubing (5 Minutes)
Once all the piece are cleansed, start inserting the 3/4-inch+ cork in the top of the 4-inch
stainless pipe (as shown in the photo above). The purpose of this is to block the flow of
liquid, so it goes right out the faucet, instead of going out the bottom of the stand.
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Put the pieces of the stainless pipe together and make sure all the pieces are together
nice and tight.

Step 4: Cleaning the Wooden Base (5 Minutes)
Wipe the wood with use of a cotton cloth so that the surface will be free of dust.
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
Step 5: Final Assembly
Once the piping assembly is together and the wooden base is finished, screw the
stainless pipe to the base..
A 1-inch x 3/4-inch Brass Female Coupling will be used to accommodate a variety of
bottle sizes. Attach a bottle and the Pipenser is made.
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XI. Packaging
The Pipenser will be placed inside a 12x13x7-sized box with the company's USP written on the
side.
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XII. Utilities
UTILITY
ANNUAL PROJECTED COST
PHP 120, 000
PHP 13, 000
PHP 12, 000
PHP 240, 000
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XIII. Delivery
ADCV would be accepting bulk and single orders for Pipenser. The company would be
providing a delivery service for consumers who wish to have their products delivered at their
doorstep with a price. ADCV Company would be accepting bulk orders using the delivery
vehicle. All deliveries would have a delivery charge that is reasonable depending on the location
of the customers. In the case of delivery into the countries or cities, the company would have
them delivered through shipping companies wherein customers would shoulder airfreight.
Delivery Schedules:
Tuesdays and Thursdays
Time Schedules
First batch
8:30am – 11am
Second batch
1pm –4:30pm
Delivery Route:
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XIV. Quality and Safety Measures
The priority of ADCV Company is to satisfy customers physically and psychologically. The
company is committed to create value for customers and to use materials of utmost quality to
ensure product and customer safety.

Employee
o
Require all employees to wear all required safety clothing, safety gear, and
safety glasses for their job.
o
Anyone working in the factory under the influence of drugs or alcohol will be
immediately terminated.

Building and Equipment
o
All work areas must be kept properly lighted and ventilated.
o
All areas of the showroom/warehouse must be kept clean and organized.
o
The company must have enough fire extinguishers, fire exit, and first aid kit in
case of fire, earthquake, or emergencies.
o
All tools must be stored at their proper location at all times. All equipment and
tools are to be kept clean and in full-working condition, with any defects being
immediately reported to the manager.

Product and Service
o
Comply with all internal and external product safety, regulatory and quality
requirements.
o
Build trust by offering products and services that match consumer
expectation and preference.
o
Gain a zero-defect, no-waste attitude by everyone in the company.
o
Make quality a group-wide objective.
o
Provide customers with an after-purchase warranty and lifetime warranty.
o
To apply “quality by design” when manufacturing Pipenser and to follow all
local safety laws and regulations.
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MARKETING ASPECT
I. Market Overview
The Beverage Industry is a matured sector and includes companies that market non-alcoholic
and alcoholic items. Since growth opportunities are few compared to existing business, many
members of the industry attempt to diversify their offerings to better compete and gain share.
This industry is large and diverse, encompassing a variety of equipment for many types of
drinks. Consumers can choose from multiple categories or equipment platforms.
The non-alcoholic beverage industry broadly includes soft drinks and hot drinks. Soft drinks
contain carbonated or non-carbonated water, a sweetener, and a flavor, and hot drinks include
coffee and tea. A rising population, urbanization, and an emerging middle class have influenced
the nonalcoholic beverage landscape. The influential Millennial demographic includes
consumers born between 1977 and 1995. This group has also impacted the industry. This wellinformed group looks for value-for-money products, wider choices, and innovative packaging.
While, the alcoholic beverage industry composes of beer, wine, hard liquor, and distilled spirits.
It is almost equally split between malt beverages on the one hand and wine and spirits products
on the other hand. Demand is somewhat inelastic across good and bad economic times. There
is an overall long-term trend of rising affluence around the globe. The increasing purchasing
power and increasing acceptance for consumption of alcohol in cultural beliefs of consumers in
different regions is propelling the growth of this market. Pipenser both caters to alcoholic and
non-alcoholic beverage industry. Though changing consumer taste adds to operating risk,
however, good operating efficiency and cost-control practice can overcome these.
Pipenser is a unique type of beverage dispenser since it is made of industrial pipes. It offers a
self-centered service during a party or an event and it increases customer convenience. The
Pipenser is equipment used for dispensing drinks such as beers and soft drinks. This product
allows restaurants and bars to economically and efficiently dispenses mixed drinks for their
customers without additional staff.
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II. Porter Framework
Threats of New
Entrants:
-Pipenser is easy to
imitate.
-
Bargaining
Industry Rivalry:
Powers of
-Dispenser
Bargaining
Powers of Buyers
Suppliers:
Metalcraft
Corporation
-Wholesale
-A diverse
supplier base
limits bargaining
power
customers and
end customers
-Rainmaker
Marketing & Water
Dispenser
-Discount offers for
bulk orders
-Acquatec
incorporated
Complementary Products:
Threats of Substitutes:
-Beverages
- Pitchers
- Tower
- Jug
Bargaining Powers of Suppliers
This element of the six forces analysis shows the impact of suppliers on firms. The bargaining
power of ADCV Company’s suppliers is weaken because of the large number of available
suppliers for the production of Pipenser. Most of ADCV Company’s suppliers are not vertically
integrated. This means that the company will not control the distribution network. Thus, this
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element of the six forces analysis shows that suppliers’ bargaining power is a moderate issue
for the company.
Threats of New Entrants
There is a slight threat to ADCV Company from new entrants in the beverage dispenser
industry. One of the assets of the ADCV Company’s product, the Pipenser, is its uniqueness
among other beverage dispensers. But on the other hand, it is also easy to imitate. Since the
product is easy to assemble, there is a probability that competitors would try to copy the
product.
Threats of Substitutes
There are existing substitutes of beverage dispenser in the market which can be a threat for
new entrant such as pitcher, tower dispenser, and jug but it varies about the cost and
uniqueness of every product. There is a low threat from substitutes in the beverage dispenser
industry because some customers prefer an easy to use dispenser, some chooses cheaper
dispenser, some chooses based on its design. In general, customers have different preferences
in choosing commodities so this force won’t really affect ADCV Company that much.
Bargaining Powers of buyers
The main target markets of ADCV Company are those who own businesses in line with
distributing beverage products. The price of PIpenser is fixed and can only be bargained
through ordering in bulk. Therefore, the bargaining power of buyers only increases if they
purchase large number of Pipenser.
Industry Rivalry
This element of the six forces analysis tackles the effect of competing firms in the industry
environment. ADCV Company will face an effortful competition because even though the
product being offered by the company is unique, the company itself is not yet known in the
market. But overall the competition wouldn’t be that tough for ADCV Company for its product is
distinct from others.
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Complementary Products
This element of the six forces are companies or entities that sell or offer goods or services that
are compatible with, or complementary to, the goods or services produced and sold in a given
industry.
Pipenser’s complementary products are beverages. The beverage industry grows
larger from time to time so this won’t be a big problem for the company in the long run.
III. SWOT Analysis
Strengths
Weaknesses

High barriers to entry

Competitors

Easy to use

Limited flexibility in pricing

Durable

New Entrant

Affordable
Opportunities


Night life industry is booming therefore

Entry of possible competitors
more potential customers

Change of preference
The food and beverage industry is

Decrease in the number of potential
booming

Threats
therefore
more
potential
target customers.
customers.

Consumers resistant to product changes.
More people prefer delivery services that

Imitation of the product.
the company also offer as one of the
services.
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IV. Demand and Supply Analysis
2017 Number of Restaurant and Club Establishment (PSA)
Manila
28, 060
Quezon
14, 176
Pasig
10, 231
Pasay
23, 130
Makati
27, 041
TOTAL
102, 638
DEMAND STUDY
Historical Demand Data
There is no historical record of the demand data for the product because it is a new
entrant in the market.
Projected Demand Data
Year
Previous Year
%Increase
Increase
Total
Amount
2017
274,044
2018
274,044
20%
54,809
328,853
2019
328,853
20%
65,771
394,624
2020
394,624
20%
78,925
473,549
2021
473,549
20%
94,710
568,259
2022
568,259
20%
113,652
681,911
102, 638(number of restaurant and club establishment) X 0.89(survey result; willingness) = 91,
348
91, 348 X 3(survey result; number of pieces per order) = 274, 044

20% - based on the market demand of beverage dispenser industry and the growth of
restaurant establishments.
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SUPPLY STUDY
Historical Supply Data
There is no historical record of the supply data for the product because it is a new
entrant in the market.
Projected Supply Data
Year
Previous Year
%Increase
Increase
Total
Amount

2017
268,563
5%
13,428
281,991
2018
281,991
5%
14,100
296,091
2019
296,091
5%
14,805
310,896
2020
310,896
5%
15,545
326,441
2021
326,441
5%
16,322
342,763
2022
342,763
5%
17,138
359,901
The supply data are based on the indirect competitors of the proposed business in the
market.
DEMAND AND SUPPLY ANALYSIS
Year
Demand
Supply
Gap
Market
Total
Share %
Year 1
328,853
281,991
46,862
20%
9, 372
Year 2
394,624
296,091
98,533
20%
19,707
Year 3
473,549
310,896
162,653
20%
32,531
Year 4
568,259
326,441
241,818
20%
48,364
Year 5
681,911
342,763
339,148
20%
67,830

Market share is based on ADCV’s production capacity for the first few years of
operation.
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ADCV Company used the Slovin’s Formula to know how many respondents the researchers
should have. ADCV Company has gathered 398 respondents to answer the survey
questionnaires.
n = N / 1 + Ne²
n = number of samples
N = total population
e = error of tolerance
N = 102, 638
e = 0.05 (confidence level is 95% which is equal to 0.05 in alpha level)
SOLUTION:
n = 102, 638/ 1 + 102, 638 x 0.05²
n = 398.44 ≈ 398
V. Target Market Profile
The target markets of Pipenser are restaurants, bars, clubs, cafeterias, and food establishments
within Metro Manila.
Market Segmentation
The following table shows the data base segmentation of the customers according to
demographics, geographic, psychological and their behaviors to properly identify customers.
 Gender
-
Male and Female
 Age
 Demographics
-
Young Adults ( 27-39 years old)
-
Middle Age (40-50 years old)
 Income
-
Above minimum salary
 Location
 Geographic
-
Manila, Makati, Pasig, Pasay, Quezon City
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 Traits
 Psychological
-
Those who frequently throws parties.
-
Those who like a unique dispenser.
-
Those who ensures convenient, sanitary, and safe use.
 Wants and needs
-
Customers to wants a high quality dispenser.
-
Customer expects to receive a good experience using
Pipenser.
 Purchasing behavior
 Behaviors
-
People who like high quality dispenser and meet their
expectations in terms of convenience.
VI. Market Research
Procedure in conducting market research
The proponents prepared 10 questionnaires, it is then checked by the advisor for validation. The
questions were floated to test if the respondents understood it. The ten questions is not included
as part of the results (398) which was tested.
The result of the said survey was analysed by the researchers to determine the market on which
the business can position itself.
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Respondents Profile
Age
Out of 398 respondents, 16% are in the 28-35 years old age bracket.
Gender
Female
177
221
Male
Majority of the respondents are female with 55.5% of the total result, the remaining 45.5% are
men.
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Survey Results and Analysis
1. Are you familiar with a beverage dispenser?
53
Yes
No
345
86.8% of the respondents answered that they are familiar with a beverage dispenser. While
13.2% answered otherwise.
2. Do you use a beverage dispenser?
171
Yes
227
No
43% of the respondents use a beverage dispenser, while 57% don’t.
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3. Do you like that a beverage dispenser is convenient to use at home or at a resto-bar?
35
Yes
No
363
91.3% agreed that they would like a beverage dispenser that is convenient to use, while 8.8%
don’t.
4. Which of the following factors do you consider when buying a beverage dispenser? Rate 1-5,
1 being the highest.
The factors that the respondents highly considered when purchasing a beverage dispenser is
the quality, followed by the design, durability, appearance, and lastly, the price.
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5. How often do you buy beverage dispensers?
50
98
Once a year
Every 3 years
Every 5 years
250
63% of the respondents buy beverage dispensers every 3 years, while 25% every 5 years and
13% once a year.
6. How many beverage dispensers are you buying per order?
28
159
5 to 10
11 to 19
211
20 and above
53% of the respondents buy 11 to 19 beverage dispensers per order, 39.9% buy 5 to 10 pieces
and 7% buy more than 20 beverage dispensers.
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7. How many beverage dispensers are you currently using?
40
5 to 10
11 to 19
202
156
20 and above
51% of the respondents are currently using more than 20 beverage dispensers, while 39% are
using 11 to 19 pieces and 10% are using 5 to 10 pieces.
8. About how much are you willing to spend on buying a beverage dispenser with a liquid
capacity of 3L?
40
PHP600 to PHP800
195
PHP800 to PHP1,000
163
PHP1,500 and above
49% of the respondents are willing to spend PHP1, 500 and above for a beverage dispenser,
while 10% and 41% are willing to spend a price ranging PHP600-800 and PHP800-1000,
respectively.
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9. How interesting do you find a beverage dispenser that is made of pipes?
11
95
Very Interesting
191
Slightly Interesting
Moderately Interesting
Not Interesting at all
101
48% of the respondents answered that a beverage dispenser made of pipes is very interesting,
while 25.3 and 23.9% found it slightly and moderately interesting, respectively.
10. Are you willing to buy the Pipenser?
35
Yes
No
354
88.9% of the respondents are willing to buy the Pipenser, while 11.1% don’t.
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VII. Product
Brand Name and Logo
Brand Name: PIPENSER
Unique Selling Proposition
ADCV Company is the only company who builds dispensers made of pipes, utilizes excess
woods, and a hundred percent hand-made that sets apart over the company’s competitors.
Besides, some of the materials used are eco-friendly. The Pipenser is a timeless piece, a
perfect way to satisfy your thirst.
VIII. Pricing
Price Strategy
Product Name
Price
Pipenser
PHP 1,000
Comparative Pricing Matrix
PRODUCT
Pipenser
The Tower
Beverage
Water Dispenser
Dispenser
PRICE
PHP 1,000.00
PHP 2, 500.00
PHP 3, 100.00
PHP 3, 000.00
(2.5 L)
(Standard)
(Standard)
PHP 2, 899.00
PHP 8, 999.00
PHP 5, 998.00
(3.0 L)
(Automatic)
(Automatic)
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IX. Place
Distribution Strategy
The ADCV Company will be using B2B marketing techniques, such the use of Internet and
adapting wholesale distribution. Companies will focus on these strategies to provide the best
results.

Transporting Goods for Distribution
The ADCV Company will distribute products by using one delivery van for bulk orders between
scheduled delivery days. The deliveries will be made on Tuesdays and Thursdays within Metro
Manila and will be strategically routed to minimize travel time and fuel cost while maximizing
production.

Direct Sales through the Internet
Company will be creating a website to put all information needed about the product and the use
of Facebook page and Instagram to easily connect with customers. These strategies will
possibly pull up the distribution. Online ordering and delivery are major part of distribution, items
must be stored in store until they are ordered and delivered.

Door-to-Door Selling to Business Establishments
The ADCV Company owners will personally visit various business establishments involved in
the food and beverages market, specifically select bars and restaurants, to promote and find an
opportunity to sell the Pipenser for them to use as they see fit.
Channels of Distribution
ADCV will accept bulk and single orders, which ADCV will solely produce. ADCV engages in
business to business (B2B) transactions. ADCV will provide a display center at the store. The
business will use a short channel of distribution.
BUSINESS
ADCV
BUSINESSES
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X. Promotions
ADCV Company will be utilizing various traditional and digital media for promoting the Pipenser
such as blogs, posters, and colorful fliers, the company will also be sponsoring events which
would require drinks as it is also an opportunity to showcase the product. Additionally, since the
product is unique, customers will advertise the product with the old “word of mouth” method.
Sales and Promotional Program and Budget
Program
Objective
Person In Charge
10% Discount for the
first 50 customers to buy
the Pipenser
The company will
sponsor Pipensers for
the patrons of
Octoberfest.
The company will
sponsor Pipensers and
give free drinks for the
people attending
selected bazaar.
Door-to-Door Selling to
Business Establishments
Free gift with every
purchase (Free cup with
the company logo for
every purchase of a
Pipenser)
TOTAL
Budget
ADCV offer
promos to gain
customers loyalty
Marketing Manager
PHP 10,000
To have an on-site
product testing for
the Pipenser.
Marketing Manager
PHP 30,000
To have an on-site
product testing for
the Pipenser
Marketing Manager
PHP 30,000
Marketing Manager
PHP 15,000
Marketing Manager
PHP 20,000
For product
promotion and
selling.
As a newly
opened company,
we will offer the
best to our
customer.
PHP 105,000
Advertising Program and Budget
Program
Objective
Person In Charge
Budget (Monthly)
Advertising through
social media (Facebook,
Twitter, Instagram) and
blogs.
To raise product
awareness.
Marketing Manager
-
YouTube advertisement
To raise product
awareness.
Marketing Manager
PHP 10, 000
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Posters distributed in the
target area and colorful
Fliers will be emailed to
various target customers
Electronic Signage will
be placed in front of the
store and a banner on
the delivery van.
TOTAL
To increase the
awareness of
potential consumers.
Marketing Manager
PHP 10, 000
To raise product
awareness.
Marketing Manager
PHP 15, 000
PHP 25, 000
Public Relations Program and Budget
Program
Objective
Person In Charge
Live product trials and
showcase in chosen bars
and restaurants.
Free drinks stalls in train
stations
Social media custom
design contests (1
winner) for every 3
months
The company will also
sponsor fun run events.
TOTAL
To let consumers
understand
Pipenser.
To promote
Pipenser
To establish
involvement and
solid relationship
with our
consumers
To increase brand
awareness.
Budget (Quarterly)
HR Manager
PHP 20,000
HR Manager
PHP 15,000
HR Manager
PHP 10,000
HR Manager
PHP 10,000
PHP 55,000
CSR Projects
Project
Person In Charge
Budget
Human Resource Manager
PHP 50,000
Human Resource Manager
PHP 30,000
Environmental projects will be one of the
priorities of ADCV Company, like joining
“Haribon” where their activities usually
revolve about tree planting and mangrove
restoration. ADCV Company will also join
the Philippine National Efficiency and
Conservation Program (NEECP).
The Company will help and support Manila
Boys Town and New Bilibid Prison. The
company will teach them how to make
Pipenser. In turn the company will buy from
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them and the HR manager will monitor
them to check the quality and safety
measures.
ADCV Company will sponsor nutrition week
to schools and will provide Pipensers to
Human Resource Manager
PHP 10,000
TOTAL
PHP 90,000
give healthy drinks.
Sales Promotions
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ADCV Official Website
Facebook Page
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Instagram Account
Poster
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Delivery Van
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XI. Market Risks
Health and Safety Risk. ADCV Company ensures the safety of the staff and consumers
from any harm or danger. The company ensures to comply with all the health and safety
regulations prescribed by the Department of Labor and the Department of Health. By
doing so, the company will avoid health and risk issues that could be encountered by the
staff and the valued customers.
Competitor’s Risk. ADCV Company provides a product that is new to the consumers
providing them with a new concept of a beverage dispenser. The company is making
sure to develop a product that is with the highest standards embedded on its quality
which this company could only offer.
Supply Chain Management. The production of Pipenser is by demand basis which
means that the greater the demand for the product, the bigger number of dispensers the
company have to produce. Unforseen events could arise which could cause delays in
the production, but ADCV ensures that the quality that the Pipenser offer will not be
compromised.
Equipment Risk Management. ADCV Company does not use any form of machineries
but is 100 percent hand built by the company’s committed staff. Prior to the daily
operations of ADCV company, inspections would be made to ensure that all necessary
equipment needed to build the dispensers are available for the daily production and
ensuring that all equipment are not worn out which could cause a quality discrepancy
from one dispenser to another. If problems or damages have been found in the
equipment during the inspection, the operations manager would be immediately
informed thus purchasing brand new equipment.
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SOCIO-ECONOMIC ASPECT
Government
ADCV Company will make sure that the business will be responsible in paying taxes to the
government. The business will ensure that all registration such as SEC Registration, to register
as a corporation; DTI Registration to register the business trade name (BTR); Mayor’s Business
Permit, for getting the license to operate in the city or municipality and payment of the local
business taxes; and BIR Registration for getting TIN, official receipts and invoices, registering
the books of accounts, and paying the company’s national internal revenue taxes (Income tax,
VAT or Percentage Tax, Withholding Taxes, etc.,) will be made and will ensure that all permits
will be renewed annually and be paid on time. The company will also make sure that all
transactions will be recorded.
Customer
The company will provide convenient beverage dispenser, which will help customers to easily
dispense whatever they want to drink. This product will be durable and easy-to-carry for the
customers to use in any occasion. The company will also be giving warranty and offering any
parts of the product if some parts will be broken due by fortuitous event. The company is
concern with the satisfaction of the customers.
Community
ADCV Company will benefit the community by helping promoting projects like planting trees for
the exchange in the environment for being one of the partners of the Company. ADCV
contributes to local employment but ensuring that we are a 100% local company in terms of its
workforce. ADCV provides not only livelihood to its employees but also an opportunity for
everyone to work. The company does not discriminate in any way for as long as the employee is
qualified and willing to work. ADCV wishes to create employment generation by exposing
students to entrepreneurial skills. In today’s age of artificial intelligence and with growing talent
crisis, there is a rising need to develop creativity and innovative thinking from early childhood.
With that being said, ADCV could develop programs, which can boost patronization to local
products. ADCV would choose a certain communities, the New Bilibid Prison in Muntilupa, and
the Manila Boys Town in Marikina who would be taught entrepreneurial skills which could
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encourage the younger generation to also come up with their own creative ideas. Lastly, ADCV
Company will help those who are less fortunate by having a donation box which will be placed in
the counter, so the customers will be free to donate for the company’s CSR projects.
Proponents
ADCV Company ensures it fulfills its corporate social responsibility to the community. The
company will ensure that they will give back to the community by participating in community
outreach programs such as environmental projects, medical missions and donating part of
ADCV’s annual income to its chosen charity. We would also help the chosen community which
is the Manila Boys Town, by hiring some of the boys to work for the Company.
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FINANCIAL ASPECT
PROFIT OR LOSS PROJECTION
For the Year Ended:
Year 1
Year 2
Year 3
Year 4
Year 5
Revenues
₱28,800,000
₱33,264,000
₱38,419,920
₱44,375,008
₱51,253,134
Total Revenue
28,800,000
33,264,000
38,419,920
44,375,008
51,253,134
18,479,391
21,290,517
24,535,464
28,281,379
32,605,812
18,479,391
21,290,517
24,535,464
28,281,379
32,605,812
10,320,609
11,973,483
13,884,456
16,093,629
18,647,322
2,763,054
10,000
6,028
18,257
31,800
101,200
197,400
2,901,207
3,046,267
3,198,580
3,358,509
6,329
19,170
31,800
106,260
202,270
6,646
20,128
31,800
111,573
217,634
6,978
21,135
31,800
117,152
228,515
7,327
22,191
31,800
123,009
239,941
185,000
243,000
100,000
252,000
105,000
264,600
110,250
277,830
115,763
291,722
53,808
60,000
16,800
63,000
17,640
66,150
18,522
69,458
19,448
72,930
80,000
683,600
52,500
602,280
55,125
632,394
57,881
664,013
60,775
697,212
4,433,147
4,353,616
4,574,957
4,802,114
5,040,628
5,887,462
7,619,867
9,309,498
11,291,515
13,606,693
Revenues
Direct Costs
Cost of Revenues
Total Direct Costs
Gross Profit
Operating expenses
Payroll and Related Expenses
Professional fees
Office supplies
Insurance
Repairs and maintenance
Utilities (Communication, Light and Water)
Rent
Sales and marketing
Transportation and Travel
Taxes and Licenses
Representation and Entertainment
Seminars, Trainings and Subscriptions
Other
Total Operating Expenses
Earnings Before Interest, Taxes, Depreciation and
Amportization (EBITDA)
Depreciation, Amortization and Interest
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Depreciation and Amortization
Interest expense
Total Depreciation, Amortization and Interest
NET INCOME (LOSS) BEFORE TAX
TAX RATE*
INCOME TAX EXPENSE (BENEFIT)
PROFIT OR (LOSS)
127,199
-
127,199
-
127,199
-
127,199
-
127,199
-
127,199
127,199
127,199
127,199
127,199
5,760,263
7,492,668
9,182,299
11,164,316
13,479,494
30%
30%
30%
30%
30%
1,728,079
2,247,800
2,754,690
3,349,295
4,043,848
₱4,032,184
₱5,244,868
₱6,427,609
₱7,815,021
₱9,435,646
*Corporations and Partnerships are subject to 30% Regular Corporate Income Tax
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STATEMENT OF FINANCIAL POSITION PROJECTION
As of End of:
Year 1
Year 2
Year 3
Year 4
Year 5
₱11,344,405
2,367,123
₱16,427,532
2,734,027
₱22,636,531
3,157,802
₱30,167,258
3,647,261
₱39,242,742
4,212,586
Total inventory
1,539,949
1,774,210
2,044,622
2,356,782
2,717,151
Total current assets
15,251,477
20,935,769
27,838,955
36,171,300
46,172,479
1,025,820
(205,164)
1,025,820
(410,328)
1,025,820
(615,492)
1,025,820
(820,656)
1,025,820
(1,025,820)
820,656
615,492
410,328
205,164
-
-
-
-
-
-
-
-
-
-
-
820,656
615,492
410,328
205,164
-
₱16,072,133
₱21,551,261
₱28,249,283
₱36,376,464
₱46,172,479
₱1,539,949
₱1,774,210
₱2,044,622
₱2,356,782
₱2,717,151
1,539,949
1,774,210
2,044,622
2,356,782
2,717,151
-
-
-
-
-
1,539,949
1,774,210
2,044,622
2,356,782
2,717,151
ASSETS
Current Assets
Cash and cash equivalents
Accounts receivable
Non Current Assets
Property, Plant and Equipment
Less: Accumulated Depreciation
Net Book Value
Intangible Assets
Less: Accumulated Amortization
Total Non Current Assets
TOTAL ASSETS
LIABILITIES
Current Liabilities
Accounts payable
Total Current Liabilities
Noncurrent Liabilities
Long-term debt/loan
TOTAL LIABILITIES
EQUITY
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Total Paid-in capital
Retained Earnings
TOTAL EQUITY
TOTAL LIABILITIES AND EQUITY
10,500,000
4,032,184
10,500,000
9,277,052
10,500,000
15,704,661
10,500,000
23,519,683
10,500,000
32,955,328
14,532,184
19,777,052
26,204,661
34,019,683
43,455,328
₱16,072,133
₱21,551,261
₱28,249,283
₱36,376,464
₱46,172,479
© 2017 FEU-IABF Department of Accountancy. All rights reserved.
STATEMENT OF CHANGES IN EQUITY
For the Year:
Year 1
Year 2
Year 3
Year 4
Year 5
₱10,500,000
4,032,184
₱14,532,184
5,244,868
₱19,777,052
6,427,609
₱26,204,661
7,815,021
₱34,019,683
9,435,646
#########
₱19,777,052
₱26,204,661
₱34,019,683
₱43,455,328
Year 3
Year 4
Year 5
EQUITY
Beginning of The Year
Additional Investments
Withdrawals
Profit or Loss
TOTAL EQUITY END OF THE YEAR
© 2017 FEU-IABF Department of Accountancy. All rights reserved.
STATEMENT OF CASH FLOWS
For the Year Ended:
Year 1
Year 2
₱5,760,263
₱7,492,668
205,164
205,164
205,164
205,164
205,164
(2,367,123)
(1,539,949)
1,539,949
(366,904)
(234,261)
234,261
(423,774)
(270,412)
270,412
(489,459)
(312,160)
312,160
(565,325)
(360,369)
360,369
3,598,304
7,330,928
8,963,689
10,880,021
13,119,333
Operating activities
Net income
Add back:
Depreciation and Amortization
Change in Current Assets/Current Liabilities
Accounts receivable
Inventories
Accounts payable
Total operating activities
₱9,182,299 ₱11,164,316 ₱13,479,494
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Taxes Paid
(1,728,079)
(2,247,800)
(2,754,690)
(3,349,295)
(4,043,848)
1,870,225
5,083,128
6,208,999
7,530,726
9,075,484
Capital expenditures
(1,025,820)
-
-
-
-
Total investing activities
(1,025,820)
-
-
-
-
10,500,000
-
-
-
-
-
Total financing activities
10,500,000
-
-
-
-
Net Cash flow During the Year
11,344,405
5,083,128
6,208,999
7,530,726
9,075,484
-
11,344,405
16,427,532
22,636,531
30,167,258
Net operating activities
Investing activities
Financing activities
Long-term debt/financing
Capital contribution
Withrawals
Beginning cash balance
Ending cash balance
₱11,344,405 ₱16,427,532 ₱22,636,531 ₱30,167,258 ₱39,242,742
© 2017 FEU-IABF Department of Accountancy. All rights reserved.
FINANCIAL HIGHLIGHTS
Liquidity Ratios
Year 1
Year 2
Year 3
Year 4
Year 5
Current Ratio
9.90
11.80
13.62
15.35
16.99
Quick Ratio
8.90
10.80
12.62
14.35
15.99
•
•
Liquidity ratios measure the company's ability to pay off its short-term obligations. Generally, the higher the value
of the ratio, the larger the margin of safety that the company possesses to cover short-term debts.
Current Ratio is a liquidity ratio that measures a company's ability to pay-off its short-term liabilities with its current
assets.
•
Quick Ratio is also a financial ratio used to gauge a company's liquidity. It is a more stringent measure of liquidity
than current ratio because unlike current ratio which assumes all current assets are available to settle short-term
debts, quick ratio limits the calculation to cash, marketable securities and receivables.
Solvency Ratios
Year 1
Year 2
Year 3
Year 4
Year 5
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Shareholder's Equity Ratio
90%
92%
93%
94%
94%
Leverage Ratio
10%
8%
7%
6%
6%
•
•
•
Solvency Ratio measures the company's ability to meet its long-term obligations.
Sharehoder's Equity Ratio represents the amount of assets on which the shareholders or owners have a residual
claim.
Leverage Ratio measures the risk that the company is exposed from debt financing. It shows how much capital
comes in the form of debt or loans and assesses the company's ability to meet long term financial obligations.
Profitability (Return) Ratios
Year 1
Year 2
Year 3
Year 4
Year 5
Return on sales or gross income
14%
16%
17%
18%
18%
Return on equity (debt plus equity)
28%
27%
25%
23%
22%
Return on assets
25%
24%
23%
21%
20%
179%
154%
136%
122%
111%
57%
64%
67%
70%
73%
Asset turnover
Percentage of EBITDA to gross revenue
•
Profitability Ratios are a class of financial measurements that are used to assess the company's ability to
generate earnings as compared to its expenses and other relevant costs incurred during a specified period.
Break even sales in Units
Total Sales in Units to Break Even
Break even sales in Pesos
Total Sales in Pesos to Break Even
•
Year 1
Year 2
Year 3
Year 4
Year 5
13,412
12,617
12,599
12,569
12,541
Year 1
Year 2
Year 3
Year 4
Year 5
13,411,760
13,247,730
13,889,889
14,550,123
15,243,373
Breakeven point is the level of sales needed to cover the company's fixed and variable expenses during a
specified period of time. Composite breakeven point considers the sales mix structure to arrive at required sales to
break even.
Payback Period
No. of Years to Recover Initial Investment
•
1.61
Payback Period measures the total number of years needed to recover the initial investment used to start or
operate the business.
© 2017 FEU-IABF Department of Accountancy. All rights reserved.
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Institute Of Accounts, Business and Finance
APPENDICES
Sample Survey Instruments
Good day!
a. Yes
b. No
We are 4th year students from Far Eastern
University
Manila,
research
study
currently
about
a
having
a
Beverage
3. Do
you
like
that
a
beverage
dispenser is convenient to use at
home or at a resto-bar?
Dispenser. In line with this, we are humbly
a. Yes
asking for a little of your time to answer this
b. No
survey. Your responses are for research
4. Which of the following factors do you
purpose only. They will be kept confidential
consider when buying a beverage
and reported as aggregate data only.
dispenser? Rate 1-5, 1 being the
highest.
Thank you and God bless!
a. Price
b. Design
c. Appearance
d. Durability
e. Quality (materials used)
f.
Others
please
specify:______________
5. How often do you buy beverage
dispensers?
This
is
the
Pipenser,
the
company’s
beverage dispenser.
Name:
a. Once a year
b. Every 3 years
c. Every 5 years
6. How many beverage dispensers are
Age:
you buying per order?
Gender:
a. 5-10
1. Are you familiar with a beverage
dispenser?
a. Yes
b. No
2. Do you use Beverage Dispenser?
b. 11-19
c. 20 and above
7. How many beverage dispenser are
you currently using?
a. 5-10
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Institute Of Accounts, Business and Finance
b. 11-19
c. 20 and above
8. About how much are you willing to
spend on buying a beverage
dispenser with a liquid capacity of
3L?
a. 600-800 pesos
b. 800-1,000 pesos
c. 1,000 and above pesos
9. How interesting do you find a
beverage dispenser that is made of
pipes?
a. Very Interesting
b. Slightly interesting
c. Moderately interesting
d. Not interesting at all
10. Are you willing to buy the Pipenser?
a. Yes
b. No
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CURRICULUM VITAES
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