In Partial Fulfillment
Of the Requirements for the subject
Principles of Marketing
____________________________________________________
2nd Semester S.Y. 2022-2023
A Marketing Plan
Presented to:
The Senior High School Faculty of Davao City National High School
______________________________________
Submitted by:
Gallener, Rizza Mae H.
Gamboa, Cherry Mae B
Lanasa, Lara Mae C.
Lanaza, Kristine D.
Layar, Richard R. Jr.
12- Sy
_____________
Submitted to:
Marilou Ompad
Principles of Marketing Teacher
June 2023
TABLE OF CONTENTS
Acknowledgement
i
Dedication
ii
I.
Executive Summary
1
II.
Introduction
3
III.
Background of the Plan
5
IV.
Current Marketing Situation
V.
VI.
VII.
A.
Product Situation
6
B.
Market Situation
6
C.
Competitive Situation
8
D.
Distribution Situation
9
E.
Macro-Environment Situation
11
Opportunity and Issue Analysis
A. Porter’s Analysis
12
B. SWOT Matrix Analysis
15
C. TOWS Matrix Analysis
17
D. Specific Strategies
20
Marketing Objectives
A.
Market Share
22
B.
Profitability
22
Marketing Strategies
A.
Product Strategy
24
B.
Target Market Strategy
24
C.
Positioning Strategy
25
D.
Pricing Strategy
25
E.
Distribution Strategy
26
F.
Promotional Strategy
26
G. Packaging Strategy
VIII.
Action Plan
27
29
Conclusion
30
Recommendation
31
IX.
Appendices
A.
Logo
32
B.
Result and Discussion
32
C.
Documentation
33
D.
Market Survey
35
E.
Prototype of the Product
37
Curriculum Vitae
38
LIST OF TABLES
Table 1. Competitor’s 4ps
8
Table 2. The Macro-Environment Discussions
11
Table 3. Forces and Rating of EnviroBlend
14
Table 4. Matrix of SWOT
15
Table 5. TOWS Matrix Analysis
17
Table 6. Specific Strategies and Budget
20
Table 7. The Action Plan
29
LIST OF FIGURES
Figure 1. Channel Distribution of the Business
6
Figure 2. A Diagram of Porter’s Analysis
12
Figure 3. EnviroBlend Market Share
22
ACKNOWLEDGEMENT
The individuals who support the success of the marketing plan are
sincerely appreciated by the proponents. An expression of gratitude to God,
who provided them with the strength and ability to execute their work and reach
their objective of producing a successful marketing plan. Additionally, they
extend their appreciation to their parents for their unconditional love and
support, which served as motivation and courage in pursuing their aspirations
and achieving success in the project. Without their assistance, they would not
have accomplished their goals.
The Grade 12 STEM researchers from section Newton, particularly Carl
John L. Abainza, Althea Kaye C. Silvosa, and Jeremiah James B. Temosa, are
acknowledged for their time, hard work, and dedication, which were crucial in
making the product successful. The proponents value their comprehension and
enthusiasm in contributing to the marketing plan's success. Furthermore, they
are grateful to their Capstone Adviser, Mr. Joel C. Calledo, and Research
Teacher, Ma'am Dinah G. Oani, for their cooperation and trust in allowing the
utilization of the research output of their students.
Special thanks to their friends for the support and encouragement during
difficult times. Above all, the proponents express their gratitude to their
Principles of Marketing teacher, Mrs. Marilou Z. Ompad, for guiding them
throughout the process and providing priceless advice.
The proponents recognize the constant presence and support of God in
making this marketing plan a success. They once again offer their heartfelt
gratitude to everyone involved and extend blessings to all.
DEDICATION
“Hard work pays off, hard work beats talent any day,
but if you’re talented and work hard,
it’s hard to beat.”
-Robert Griffin
III
For the eternal love and support, for providing all our needs morally and
financially, for their never-ending advice and for being there for us no matter
what, to our parents. The success of this marketing plan is wholeheartedly
dedicated to them. Also, to our friends and group mates and above all to our
Almighty God.
Kristine D. Lanaza
Rizza Mae H. Gallener
Cherry Mae B. Gamboa
Lara Mae C. Lanasa
Richard R. Layar Jr.
I. Executive Summary
The current economy's heavy reliance on finite fossil fuels poses
environmental threats and concerns about resource depletion. To address
these issues with the collaboration to Grade 12-Newton STEM researchers,
renewable energy sources like EnviroBlend bioethanol, derives from organic
fruit waste, offer an eco-friendly solution providing clean energy alternatives and
benefiting various industries while reducing greenhouse gas emissions and
fostering rural development. The increasing concerns over climate change and
the negative environmental impact of fossil fuels require the adoption of
sustainable energy sources, such as bioethanol produced from organic fruit
waste, to meet the growing fuel mixture demand, reduce emissions, and
promote energy independence.
Alternative feedstocks such as potato, durian seed, and avocado seed
can provide new bioethanol sources and address concerns about food crop
usage. However, further research is necessary to optimize the production
process, increase yields, and evaluate potential impacts on food prices and
availability. The bioethanol industry derived from these sources faces moderate
to high competition, with attractive new entrants and high supplier bargaining
power, but benefits from product uniqueness and barriers to entry. Ongoing
research and collaboration with agriculture industries contribute to maintaining
the quality consistency of bioethanol products through better control over
feedstock density.
Porter’s analysis reveals that the bioethanol industry derived from
avocado seed, durian seed, and potato faces moderate to high competition,
with attractive new entrants and high supplier bargaining power. However, the
industry benefits from product uniqueness and barriers to entry. Ongoing
research and development efforts and collaboration with agriculture industries
contribute to maintaining the quality consistency of bioethanol products through
better control over feedstock density.
EnviroBlend Corporation holds a significant 25% market share,
indicating a strong competitive position and potential for growth by attracting
customers from competitors. The company's high profitability highlights
excellent customer satisfaction and preference for EnviroBlend's product. The
diverse pricing range and sustainable product positioning cater to different
customer segments and expand its customer base. These factors position
EnviroBlend Corporation favorably for sustained profitability and future
expansion opportunities.
The EnviroBlend bioethanol product strategy focuses on product
differentiation, sustainability, quality, reliability, and cost-effectiveness. It is
positioned as a sustainable alternative to fossil fuels, utilizing waste materials
and non-food crops. Unique selling points are sustainability, energy content,
1
and versatility. Dynamic pricing strategy and barrel size of bioethanol are
offered to cater various customers. The three level of distribution channel cover
direct sales, wholesalers, distributors, and retailers. Public relations promotional
strategy is utilized, it involves industry conferences, social media,
collaborations, content marketing, and education campaigns. EnvironBlend
Corporation is situated in Kilometer 14, Panacan, Davao City, Davao Del Sur,
combining office and production facilities for bioethanol. Packaging varies for
industrial and consumer markets, with a focus on sustainability using
biodegradable or recyclable materials. In conclusion, the project aims to provide
business training resources and improved products for modern entrepreneurs.
The unique product, EnviroBlend bioethanol, made from natural crops,
is positioned as an alternative fuel, and has the potential to benefit the economy
in various sectors. The marketing plan suggests strategies such as showcasing
top-selling items, collaborating with chemical manufacturers, using eco-friendly
product photos, and providing personalized recommendations to attract
customers. Thorough data analysis and a step-by-step process are emphasized
to choose products that will generate customer interest.
2
II. Introduction
The current economy relies heavily on fossil fuels such as coal, oil, and
natural gas to produce a variety of goods including fuel, electricity, and
chemicals (Hermansyah et al., 2018). However, the extensive utilization and
dependence on these finite energy sources pose a threat to the environment as
they contribute to increased air pollution and the exacerbation of climate
change. Additionally, this excessive use raises concerns about the potential
depletion and eventual exhaustion of these limited sources. Despite the
negative consequences, the widespread use of fossil fuels like coal, oil, and
natural gas persists due to their high level of convenience.
The economy heavily relies on finite fossil fuels like coal, oil, and natural
gas to produce a range of products, including fuel, electricity, and chemicals.
However, the extensive use and dependence on these energy sources pose
significant environmental threats such as air pollution and climate change.
Moreover, this reliance raises concerns about the eventual depletion and
exhaustion of these finite resources. Despite the negative impact, fossil fuels
remain widely used due to their convenience.
Currently, the demand for fuel oil is constantly increasing while its
production decreases, leading to the consideration of renewable energy
obtained from readily available natural resources as a solution to meet this
demand (Prasojo et al., 2016). An alternative approach to generating renewable
energy is to convert the organic fruit waste that is normally discarded into a
usable energy source, as its improper disposal exacerbates climate change.
Harnessing the energy potential of this waste, it decreases its emission and
generate clean, eco-friendly energy sources.
EnviroBlend bioethanol is a product used as an alternative fuel made up
of tropical seeds, including durian seed, avocado seed, and potato. EnviroBlend
bioethanol is offered as a high-quality product that are environmentally friendly
and can meet the needs of our market consumers. Applications include fuel for
power in combustion processes, fuel for fuel cells, feedstock for chemical
companies, and fuel for cogeneration system. The production of EnviroBlend
bioethanol from biomass or waste is one way to reduce both the consumption
3
of crude oil and environmental pollution (Krishnan et al., 2020). The business
will be located at Kilometer 14, Panacan, Davao City, Davao Del Sur. The
business is managed by the five proponents namely, Kristine D. Lanaza, Rizza
Mae H. Gallener, Cherry Mae B. Gamboa, Lara Mae C. Lanasa, and Richard
R. Layar Jr. EnviroBlend bioethanol has been incorporated for gasoline mixture
which contributes to an affordable gasoline price, better air quality, fuel vehicle
emissions, increase energy independence, and value-added markets.
EnviroBlend viewed as a tool to help reduce greenhouse gas emissions
and fossil fuel use, to foster rural development, and to create new markets for
agricultural products. The target market of EnviroBlend bioethanol are gasoline
stations around Davao City and other companies and industries that require a
large amount of fuel for gasoline mixture.
4
III. Background of the Plan
As concerns over climate change continue to grow, the need for sustainable
energy sources becomes increasingly critical. The current economy relies heavily on
fossil fuels such as coal, oil, and natural gas to produce a variety of goods including
fuel, electricity, and chemicals (Hermansyah et al., 2018). However, the extensive
utilization and dependence on these finite energy sources pose a threat to the
environment as they contribute to increased air pollution and the exacerbation of
climate change. In addition, the excessive use raises concerns about the potential
depletion and eventual exhaustion of these limited sources.
The target market of EnviroBlend bioethanol production includes gasoline
stations around Davao City, increasing the demand for fuel oil, while its production
decreases, leading to the consideration of renewable energy obtained from readily
available natural resources as a solution to meet the demand of the market. An
alternative approach to generating renewable energy is to convert the organic fruit
waste that is normally discarded into a usable energy source, as its improper disposal
exacerbates climate change.
In the study of Aditiya et al. (2016) stated that, bioethanol is currently preferred
as a fuel blend or fossil fuel substitute to enhance sustainability and independence
from fossil fuels. Also, when compared to gasoline, traditional biofuels like ethanol can
cut greenhouse gas emissions by 19 to 48%, while cellulosic or advanced biofuels can
cut emissions by more than 100%. The ongoing emission of ethylene and carbon
dioxide during packing house operations, storage, shipping, and distribution further
contributes to greenhouse gas emissions according to Food and Agriculture
Organization of the United Nations (2022). By harnessing the energy potential of this
waste, it can decrease its emission and generate clean, eco-friendly energy sources.
Nationally, The Biofuels Act, also known as Republic Act 9367, was enacted in
the Philippines in 2007 and requires the blending of biofuels with all petroleum fuels.
The objectives are to establish energy independence, create rural jobs, and lower
greenhouse gas emissions that cause global warming. By 2020, the law requires a
biofuel blend of 20% bioethanol and 10% biodiesel (Acda, 2022).
Globally, the study conducted by Yusuf and Inambao (2019), evaluated agroindustrial wastes as the alternative potential for bioethanol production due to their low
cost and easy availability.
5
IV. Current Marketing Situation
A. Product Situation
The production of bioethanol using potato, durian seed, and avocado
seed as raw materials is still in its early stages of development. While bioethanol
is typically made from corn or sugarcane, using alternative feedstocks such as
potato, durian seed, and avocado seed it has the potential to provide new
sources of bioethanol and address the concerns about using food crops for fuel
production. However, the production process using these raw materials is still
being optimized to increase yields and reduce costs. Additionally, the availability
of these feedstocks may be limited, and their use for bioethanol production
could potentially impact food prices. Overall, while the use of alternative
feedstocks for bioethanol production shows promise, further research and
development are needed to fully understand the product situation and its
potential impact on the industry.
EnviroBlend, in the form of bioethanol, serves as an alternative to
traditional fossil fuels and has a positive impact on the environment. It also
meets customer needs in an environmentally friendly way. The marketing
materials for EnviroBlend bioethanol product are resourceful and readily
available locally. The product, EnviroBlend, has been beneficial for both
customers and the environment, as it promotes the reuse and recycling of
agricultural materials such as avocado seeds, durian seeds, and potatoes. This
approach is essential for building a healthy community and market while also
contributing to a sustainable economy and environment.
B. Market Situation
Bioethanol has a growing market demand as a renewable and
sustainable energy source. With the increasing concerns over climate change
and the depletion of non-renewable fossil fuels, many countries are transitioning
to biofuels like bioethanol to meet their energy needs. The business is located
in Kilometer 14, Panacan, Davao City, Davao Del Sur combining office and
production facilities for bioethanol. It is located along the highway, the location
offers convenient access to transportation networks for efficient product
distribution.
6
In addition, the gasoline stations in Davao City is one of the primary
consumers of bioethanol as it is commonly used as a fuel additive to reduce
greenhouse gas emissions from gasoline-powered vehicles. The market for
bioethanol is expected to grow further in the coming years, driven by
government initiatives and regulations promoting the use of renewable energy
sources.
However, the market is also influenced by the availability and price of
raw materials for bioethanol production, as well as competition from other
biofuels like biodiesel. Attracting customers is a challenging task that requires
a great deal of effort and determination to earn their confidence. Furthermore,
given the impact of climate change that many of us are currently grappling with,
our product serves as a viable solution to mitigate these problems and add
value to even the smallest source, such as utilizing agricultural products to
create innovative, new, and useful products.
7
C. Competitive Situation
Table 1. Competitor’s 4ps
Factors
C1
C2
C3
Enviroblend
Bioenergy 8
BF
Freyvonne
Corporation
Corporation Industries,
Inc.
Product
Bioethanol
Milling
Services
Charcoal,
made up from
Coconut Oil
Activated
Coconut oil
avocado seed,
and
Carbon
and
durian seed,
Biodiesel
and
Biodiesel
and potato
Inorganic
Chemicals
Price
Php 600.00
Php 33.26-
Php 49.00-
Php 33.26-
per liter
Php 36.50
Php 70.00
Php 36.50
per kilogram
per
per kilogram
kilogram
Place
Kilometer 14,
KM 10,
Mangahan,
Km 26
Panacan,
Davao City,
Toril,
Davao -
Davao City,
8000 Davao
Davao
Cotabato
8000 Davao
Del Sur
City, 8000
Rd, Toril,
Davao Del
Davao City,
Sur
Davao Del
Del Sur
Sur
Promotion
Personal
Personal
Personal
Personal
Selling and
Selling
Selling
Selling
Public
Relations
The table presented reveals the various competitors in our industry and
includes information on the 4Ps, namely Product, Price, Place, and Promotion,
for each of their businesses.
8
D. Distribution Situation
The distribution of the efficiency of the conversion of agro-industrial
waste to bioethanol, in particular for the production of bioethanol from mixed
durian seed, avocado seed, and potato seed, depends on a number of
variables, including the accessibility and availability of the waste materials, the
effectiveness of the conversion process, the cost and profitability of the
production, and the demand for bioethanol as a fuel source.
Figure 1. Channel Distribution of the Business
Enviroblend
(Bioethanol)
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Bioethanol is typically distributed through a variety of channels,
depending on the end-use and the local market. Some common distribution
channels for bioethanol include:
Fuel wholesalers: EnviroBlend bioethanol is often sold to fuel
wholesalers who distribute it to fuel retailers or directly to end-users such as
gas stations.
Fuel retailers: EnviroBlend bioethanol can be sold directly to fuel
retailers such as gas stations or convenience stores, who then sell it to endusers.
Blenders: EnviroBlend bioethanol is often sold to companies that blend
it with gasoline to produce a biofuel blend, such as E10 (10% ethanol and 90%
gasoline) or E85 (85% ethanol and 15% gasoline).
Exporters: EnviroBlend bioethanol can be exported to other countries
where it is used as a fuel additive or blended with gasoline.
End-users: EnviroBlend bioethanol can also be sold directly to endusers such as farms or distilleries for use in equipment or production processes.
The distribution channel for bioethanol will depend on various factors,
such as the local market demand, infrastructure, and regulations. Governments
may also play a role in promoting the use of bioethanol as a renewable fuel
source by offering incentives or subsidies to producers and distributors.
Another aspect of the distribution situation of bioethanol is its export and
import market. Some countries may produce bioethanol for domestic
consumption, while others may export it to other countries. The international
trade of bioethanol may be subject to tariffs, trade agreements, and other
regulations that can impact its price and availability in different markets.
10
E. Macro-Environment
The macro environment of agro-industrial waste to bioethanol
conversion efficiency and production from mixed durian seed, avocado seed,
and potato seed can be analyzed by examining the external factors that can
impact the industry. Some of the factors include:
Table 2. Macro-Environment Discussions
Macro-Environment
Discussion
POLITICAL



International trade barriers
Government Funding
Political Interest
ECONOMICAL


Economic Recessions
Increasing Number of Contractual Jobs
SOCIAL


Public perception and awareness, lack of awareness
leads to misconceptions about biofuels.
Competition with existing industries




Advancement of equipment and machinery
Compatibility of existing Engines and vehicles.
Intensive Farming Practices and Chemical Inputs
Water Resource Management

Seasonal Availability of Crops

Government Policies and Regulations. Biofuels Act
of 2006 Republic Act. 9367 referred to as the "Act"
in this IRR. blending, storage, handling. It covers
the production, transportation, distribution, use, and
sale of biofuels, biofuel-blends, and biofuel
feedstock in the Philippines.
TECHNOLOGICAL
ECOLOGICAL
LEGAL
This table lists external factors that are beyond the control of an
organization, and which the organization may need to adapt to in order to
maintain its power over time.
11
V. Opportunity and Issue Analysis
A Porter’s Analysis
Figure 2. A Diagram of Porter’s Analysis
BARGAINING POWER OF BUYERS
Gasoline Stations
The demand for bioethanol-blended fuels among consumers can influence the bargaining power of
gasoline stations. If there is strong consumer demand for bioethanol or if bioethanol-blended fuels are
perceived as more environmentally friendly, gasoline stations may prioritize securing a supply of
bioethanol to meet customer preferences. This could enhance the bargaining power of bioethanol
producers
(Transportation and Automotive Industry, Researchers, Business Entities, Farmers,
Residents near the location)
THREATS OF NEW
ENTRANCE
THREATS OF SUBSTITUTE
PRODUCTS
Petroleum-based Gasoline
Electric Vehicles are
gaining traction
worldwide due to their
environmental benefits,
technological
advancements, and
government incentives.
Consumers are familiar
-Bioenergy 8
Corporation
with its performance
--BF
Industries,
Inc.
established preferences
based on factors such as
engine performance, fuel
-Freyvonne
Milling
Services
(Investors, Large Companies
SME’s)
characteristics and have
efficiency, and availability.
(Biodiesel, Hydrogen Fuel,
Natural Gas)
BARGAINING POWER OF SUPPLIER
Local Public Markets
Local public markets often have established relationships and collaborations with
local farmers and agricultural cooperatives. Farmers may be incentivized to grow crops
specifically for bioethanol production, providing a consistent and local supply of
feedstocks.
(Malls, SME’s)
12
The Porter’s Analysis data reveals factors that indicate the level of
competition among existing competitors.
These factors include the bargaining power of buyers, which refers to the
influence consumers have over businesses to demand better quality products,
customer service, and lower prices. The threat of new entrants refers to the risk
of new competitors entering the market and challenging existing businesses.
The bargaining power of suppliers indicates the pressure suppliers can exert on
companies by increasing prices, reducing quality, or limiting product availability.
The threat of substitute products refers to the availability of alternative products
that consumers can buy from outside the industry.
Threat of New Entrants
The threat of new entrants to the bioethanol industry from avocado seed,
durian seed, and potato is relatively attractive. The technology and
infrastructure required to produce bioethanol from these sources are widely
available, and the cost of entry is slightly high. Additionally, the industry is
already dominated by established players, making it easy for new entrants to
gain a foothold since local availability of this product can be seen often.
Bargaining Power of Suppliers
The suppliers of raw materials, such as avocado seed, durian seed, and
potato, have highly attractive bargaining power. While there may be multiple
suppliers available, the specific quality of the raw materials needed for
bioethanol production may be easy to find since it is widely available in local
markets. Additionally, the suppliers choose to increase their prices affordably,
which could affect and control the profitability of bioethanol producers.
Bargaining Power of Buyers
The bargaining power of buyers in the bioethanol industry from avocado
seed, durian seed, and potato is moderate. There are multiple buyers available,
but the industry is relatively small, making it difficult for buyers to find alternative
sources of bioethanol. Additionally, the quality of bioethanol produced from
these sources may vary, which could affect the bargaining power of buyers.
13
Threats of Substitute Products
The risk of replacement for EnviroBlend bioethanol derived from
avocado seed, durian seed, and potato is considered moderate. EnviroBlend
bioethanol is a distinct product mainly utilized as a fuel enhancer, and there are
limited alternatives present. Nevertheless, bioethanol derived from other
sources like corn and sugarcane could potentially serve as a substitute for
bioethanol produced from these specific sources.
Competitive Rivalry
The EnviroBlend bioethanol industry utilizes avocado seed, durian seed,
and potato is marked by a significant degree of competitive rivalry. The industry
is mainly dominated by a handful of prominent players, resulting in intense
competition. The profitability of bioethanol producers hinges on various factors,
such as the price of raw materials, the efficiency of the production process, and
the demand for bioethanol as a fuel additive.
In summary, the bioethanol industry that uses avocado seed, durian
seed, and potato as raw materials encounters moderate to high levels of
competition, and the profitability of producers depends on various factors.
Nonetheless, the industry enjoys advantages such as the distinctiveness of its
product and the significant barriers to entry.
Table 3. Forces and Rating of Enviroblend as a Bioethanol.
FORCES
RATING
DESCRIPTION
Rivalry among Existing
5
Highly Attractive
Threats of New Entrants
4
Attractive
Bargaining Power of
3
Moderately Attractive
3
Moderately Attractive
5
Highly Attractive
4
Attractive
Competitors
Buyers
Threats of Substitute
Products
Bargaining Power of
Suppliers
TOTAL
14
The table above shows that EnviroBlend bioethanol has an average
score of 4, indicating that the product is moderately to highly attractive in the
market. This result is crucial for the success of the business as it serves as a
strong foundation.
In summary, the bioethanol industry using avocado seed, durian seed,
and potato is subject to moderate to high levels of competition, and the
profitability of producers depends on various factors such as raw material
prices, production efficiency, and demand for the product. Although the industry
has high barriers to entry, the bargaining power of suppliers and buyers is
moderate due to the specificity of raw materials and the unique nature of the
product. On the other hand, the threat of substitutes is low due to the limited
availability of alternatives.
B. SWOT ANALYSIS
Table 4. MATRIX OF SWOT
1. Availability of Raw Materials
Strengths
2. Sustainable and Renewable
3. Potential for higher yields
1. High processing costs
Weaknesses
2. Limited Scalability
3. Quality consistency
1. Increasing number of eco-conscious
Opportunities
individuals
2. Collaboration with agriculture industry
3. Development of new technologies
1. Competition from traditional
bioethanol feedstocks
Threats
2. Changes in Government Policies
3. Environmental concerns
4. Technological Advancements in
traditional fuels
15
Strengths
(s1) Availability of raw materials: Avocado seeds, potatoes, and durian
seeds are readily available in many parts of the world, making it possible to
produce bioethanol locally. (s2) Sustainable and renewable: Bioethanol made
from these materials are is sustainable and renewable, reducing reliance on
fossil fuels. (s3) Potential for higher yields: Some studies have shown that using
avocado seeds, potato, and durian seeds for bioethanol production can result
in higher yields than other biomass sources.
Weaknesses
(w1) High processing costs: The process of converting these materials
into bioethanol can be expensive, making it difficult to compete with traditional
fuels. (w2) Limited scalability: The availability of these materials may be limited
in some regions, making it challenging to scale up production. (w3) Quality
consistency: The quality of these materials may vary depending on factors such
as growing conditions and harvesting practices, which may impact the
consistency and quality of bioethanol produced.
Opportunities
(o1) Increasing number of eco-conscious individuals: The increasing
number of eco-conscious individuals creates an opportunity for bioethanol
sellers. (o2) Collaboration with agriculture industry: Producers can collaborate
with agriculture industries to source and produce these materials, creating new
revenue streams for farmers and promoting sustainable practices. (o3)
Development of new technologies: Continued development of technologies for
bioethanol production could improve efficiency and reduce costs.
Threats
(t1) Competition from traditional bioethanol feedstocks: These materials
may face competition from traditional bioethanol feedstocks such as corn or
sugarcane, which may be more cost-effective or have higher yields. (t2) Policy
changes: Changes in government policies regarding subsidies or regulations
could impact the viability of bioethanol production using these materials. (t3)
Environmental concerns: The cultivation of these materials may have
environmental impacts such as deforestation or land-use change, which may
affect the perception and viability of bioethanol production. (t4) Technological
advancements in traditional fuels: Advances in technology for traditional fuels,
such as electric or hybrid vehicles, may make bioethanol less competitive in the
future.
16
C. TOWS ANALYSIS
Table 5. The TOWS Analysis
1.
2.
3.
Opportunities
1.
Increasing number
of eco-conscious
individuals
2.
Collaboration with
agriculture industry
3.
Development of new
technologies
Strengths
Availability of Raw Materials
Sustainable and Renewable
Potential for higher yields
(S-O Matching)
S1 and O1: Availability of raw materials
will meet the increasing number of ecoconscious individuals.
S1 and O2: Collaboration to agriculture
sectors as source of raw materials can
create new revenue streams for farmers
and promote sustainable practices.
S1 and O3: Development of new
technologies will maximize the
production of available of raw materials.
S2 and O3: Renewable energy
technologies as sustainable
development for reducing greenhouse
gas emissions, improving energy
security and providing access to energy
to communities that previously lacked it.
Weaknesses
1.
2.
High processing costs
Quality consistency
(W- O Matching)
W1 and O2: Collaborate to agriculture
sector and argue for laws that support
biofuel production and promoting
sustainable agricultural practices by
implementing taxes on the product.
W1 and O3: Invest in R&D, use low-cost
feedstocks, collaborate with suppliers,
increase production capacity, and invest in
most affordable innovated technology.
W2 and O1: The growing demand of
biofuels helps the product to determine the
quality consistency of the bioethanol.
W2 and O2: Quality consistency can be
improved through collaboration with the
agriculture industries by controlling the
amount of feedstock density.
W2 and O3: The quality consistency of
bioethanol product can be determined with
the use of new developed technologies.
S3 and O2: With the collaboration to
agriculture industry the potential of
having higher yields can be easily
determined through the crops of raw
materials from farmers.
S3 and O3: Potential for higher yields
will be maximized by the development
of new technologies
1.
2.
3.
4.
Threats
Competition from
traditional bioethanol
feedstocks
Changes in
Government Policies
Environmental
concerns
Technological
Advancements in
traditional fuels
(T- S Matching)
T1 and S1: Focus on the availability of
raw materials and the optimum
feedstock density of bioethanol made
from natural waste such as avocado
seed, durian seed and potato.
T1 and S3: Focus on high-yield
feedstocks by selecting and optimizing
their production process.
T2 and S2: Focus on sustainability and
renewability by adopting sustainable
practices, highlighting the renewable
nature of biofuels, lower the carbon
footprint, minimize waste, advocating
for policies that support the production
and use of renewable fuels.
T3 and S1: Adopt sustainable
practices, diversify feedstock sources,
invest in local production and
collaborate with environmental
organizations to improve conversion
efficiency and reduce environmental
impact.
T4 and S2: Invest in research and
development of new technologies, work
with traditional fuel producers to find
opportunities for synergy, diversify
energy sources, forming partnerships
with local suppliers, and advocating for
policies that support sustainable and
renewable energy.
T4 and S3: Invest in research and
development to increase efficiency,
working with traditional fuel producers,
and diversifying energy sources for,
potential higher yield.
(W- T Matching)
W1 and T1: Emphasize bioethanol's
superior quality and cost-effectiveness,
improve production efficiency to create a
competitive advantage, collaborate with
others to reduce costs and increase
influence.
W1 and T3: Invest in R&D for novel
technologies and sustainable feedstocks to
transform environmental concerns and high
processing costs into positive.
W1 and T4: Invest in innovation, fostering
differentiation, work with other bioethanol
producers and stakeholders, and
concentrating on efficiency improvements
W2 and T1: Diversify feedstock choices,
and put it in a strict quality control system
to differentiate product and make it more
competitive in the market.
W2 and T2: Diversify bioethanol
feedstocks to lessen dependence on a
single feedstock, advocate for policies that
support the production and use of
bioethanol, and put in place a stringent
quality control system to guarantee
consistency and quality of bioethanol
product.
W2 and T3: Invest in innovation to
increase bioethanol's quality consistency
while minimizing its environmental impact,
work with other bioethanol producers and
stakeholders to address quality
consistency issues, and obtain
environmental sustainability.
17
The first matching between strengths and opportunities are: (S1-O1):
Availability of raw materials will meet the increasing number of eco-conscious
individuals; (S1-O2)Collaboration to agriculture sectors as source of raw
materials can create new revenue streams for farmers and promote sustainable
practices; (S1-O3) Development of new technologies will maximize the
production of available of raw materials; (S2-O3); Renewable energy
technologies as sustainable development for reducing greenhouse gas
emissions, improving energy security and providing access to energy to
communities that previously lacked it; (S3-O2) With the collaboration to
agriculture industry the potential of having higher yields can be easily
determined through the crops of raw materials from farmers; and (S3-O3)
Potential for higher yields will be maximized by the development of new
technologies
While the second matching between Weaknesses and Opportunities
resulted to: (W1-O2) Collaborate to agriculture sector and argue for laws that
support biofuel production and promoting sustainable agricultural practices by
implementing taxes on the product; (W1-O3) Invest in R&D, use low-cost
feedstocks, collaborate with suppliers, increase production capacity, and invest
in most affordable innovated technology; (W2-O1) The growing demand of
biofuels helps the product to determine the quality consistency of the
bioethanol; (W2-O2) Quality consistency can be improved through collaboration
with the agriculture industries by controlling the amount of feedstock density;
and (W2-O3) The quality consistency of bioethanol product can be determined
with the use of new developed technologies.
On the other hand, the third matching between Threats and Strengths
resulted to: (T1-S1) Focus on the availability of raw materials and the optimum
feedstock density of bioethanol made from natural waste such as avocado
seed, durian seed and potato; (T1-S3) Focus on high-yield feedstock by
selecting and optimizing their production process; (T2-S2) Focus on
sustainability and renewability by adopting sustainable practices, highlighting
the renewable nature of biofuels, lower the carbon footprint, minimize waste,
advocating for policies that support the production and use of renewable fuels.
(T3-S1) Adopt sustainable practices, diversify feedstock sources, invest in local
18
production and collaborate with environmental organizations to improve
conversion efficiency and reduce environmental impact; (T4-S2) Invest in
research and development of new technologies, work with traditional fuel
producers to find opportunities for synergy, diversify energy sources, forming
partnerships with local suppliers, and advocating for policies that support
sustainable and renewable energy; and (T4-S3) Invest in research and
development to increase efficiency, working with traditional fuel producers, and
diversifying energy sources for, potential higher yield.
Finally, the last matching between Weaknesses and Threats resulted to:
(W1-T1) Emphasize bioethanol's superior quality and cost-effectiveness,
improve production efficiency to create a competitive advantage, collaborate
with others to reduce costs and increase influence; (W1-T3) Invest in R&D for
novel technologies and sustainable feedstock to transform environmental
concerns and high processing costs into positive; (W1-T4): Invest in innovation,
fostering differentiation, work with other bioethanol producers and stakeholders,
and concentrating on efficiency improvements; (W2-T1) Diversify feedstock
choices, and put it in a strict quality control system to differentiate product and
make it more competitive in the market; (W2-T2) Diversify bioethanol feedstock
to lessen dependence on a single feedstock, advocate for policies that support
the production and use of bioethanol, and put in place a stringent quality control
system to guarantee consistency and quality of bioethanol product; and (W2T3) Invest in innovation to increase bioethanol's quality consistency while
minimizing its environmental impact, work with other bioethanol producers and
stakeholders to address quality consistency issues, and obtain environmental
sustainability.
19
D. Specific Strategies
Table 6. Specific Strategies
Matching Results
S1 and O1: Availability of raw
materials will meet the increasing
number of eco-conscious individuals.
S1 and O2: Collaboration to
agriculture sectors as source of raw
materials can create new revenue
streams for farmers and promote
sustainable practices.
S1 and O3: Development of new
technologies will maximize the
production of available of raw
materials.
S2 and O3: Renewable energy
technologies as sustainable
development for reducing greenhouse
gas emissions, improving energy
security and providing access to
energy to communities that previously
lacked it.
S3 and O2: With the collaboration to
agriculture industry the potential of
having higher yields can be easily
determined through the crops of raw
materials from farmers.
S3 and O3: Potential for higher yields
will be maximized by the development
of new technologies.
W1 and O2: Collaborate to agriculture
sector and argue for laws that support
biofuel production and promoting
sustainable agricultural practices by
implementing taxes on the product.
W1 and O3: Invest in R&D, use lowcost feedstocks, collaborate with
suppliers, increase production
capacity, and invest in most affordable
innovated technology.
W2 and O1: The growing demand of
biofuels helps the product to
determine the quality consistency of
the bioethanol
W2 and O2: Quality consistency can
be improved through collaboration
with the agriculture industries by
controlling the amount of feedstock
density.
W2 and O3: The quality consistency
of bioethanol product can be
determined with the use of new
developed technologies.
T1 and S1: Focus on the availability
of raw materials and the optimum
feedstock density of bioethanol made
from natural waste such as avocado
seed, durian seed and potato.
T1 and S3: Focus on high-yield
feedstocks by selecting and
optimizing their production process.
T2 and S2: Focus on sustainability
and renewability by adopting
sustainable practices, highlighting the
renewable nature of biofuels, lower
the carbon footprint, minimize waste,
advocating for policies that support
the production and use of renewable
fuels.
Specific Strategies
Produce bioethanol while utilizing raw
materials available in local (avocado
seed, durian seed and potato).
Develop a partnership agreement to
agriculture industries that produced
raw materials we need for production.
Invest on advanced technology for
production.
Invest in solar panel to reduce energy
that comes from direct current
electricity
Develop an agreement with
agricultural industries.
Closely monitor and develop
partnership with the farmers about the
process and progress of the growing
of crops to avoid major problems.
Prepare a contractual agreement to
farmers and request for taxes
implementation of product from
government for promoting sustainable
practices.
Prepare for the collaboration to
suppliers and invest in Research and
Development for technology.
Invest for further research of product
to test the appropriate quality
consistency.
Collaborate with farmers and gather
their ideas to improve the production
of product process.
Invest more on affordable innovated
technology.
Maintain regular communication with
the suppliers.
Budget
Php 10,000.00
--
Php 106,000.00
Php1,000,000.00
--
--
--
Php 10,000.00
Php 15,000.00
--
Php 100,000.00
--
Invest in research and development to
build strong relationship to suppliers.
Survey potential market to expand.
Php 8,000.00
Develop a partnership with agencies
and meet any agency representatives
regularly.
--
20
T3 and S1: Adopt sustainable
practices, diversify feedstock sources,
invest in local production and
collaborate with environmental
organizations to improve conversion
efficiency and reduce environmental
impact.
T4 and S2: Invest in research and
development of new technologies,
work with traditional fuel producers to
find opportunities for synergy,
diversify energy sources, forming
partnerships with local suppliers, and
advocating for policies that support
sustainable and renewable energy.
T4 and S3: Invest in research and
development to increase efficiency,
working with traditional fuel producers,
and diversifying energy sources for,
potential higher yield.
W1 and T1: Emphasize bioethanol's
superior quality and costeffectiveness, improve production
efficiency to create a competitive
advantage, collaborate with others to
reduce costs and increase influence.
W1 and T3: Invest in R&D for novel
technologies and sustainable
feedstocks to transform environmental
concerns and high processing costs
into positive.
W1 and T4: Invest in innovation,
fostering differentiation, work with
other bioethanol producers and
stakeholders, and concentrating on
efficiency improvements.
W2 and T1: Diversify feedstock
choices, and put it in a strict quality
control system to differentiate product
and make it more competitive in the
market.
W2 and T2: Diversify bioethanol
feedstocks to lessen dependence on
a single feedstock, advocate for
policies that support the production
and use of bioethanol, and put in
place a stringent quality control
system to guarantee consistency and
quality of bioethanol product.
W2 and T3: Invest in innovation to
increase bioethanol's quality
consistency while minimizing its
environmental impact, work with other
bioethanol producers and
stakeholders to address quality
consistency issues, and obtain
environmental sustainability.
Diverse feedstock sources involving
the range of crops or waste products
to produce biofuels.
Php 2,000.00
Develop an educational awareness
campaign with the collaboration of
other bioethanol producers.
Php 20,000.00
Increase investment in developing
research efficiency of the product.
Php 30,000.00
Purchase and utilize highly equipment
technologies
Php 100,000.00
Develop a strategic plan that minimize
the environmental impact of
bioethanol production and find
sustainable feedstock alternatives that
are both cost-effective and
environmentally friendly.
Utilize enzymes to improve the
efficiency of ethanol production, or
implementing new technologies to
improve the quality and consistency of
the final product.
Conduct regular testing, implement
strict quality standards, and ensure
compliance with regulatory
requirements to guarantee the
consistency and purity of the
bioethanol product.
Plan for a meeting in discussing with
government bodies, industry
associations, and other stakeholders
to influence policies related to
renewable energy,
Optimize water and energy usage,
implement waste management
systems, reduce greenhouse gas
emissions, and promote the use of
renewable energy sources in
production facilities.
Php 8,000.00
--
Php 5,000.00
--
--
The table presented provides details about the particular approach that
the company intends to use in order to ensure its expansion. It is also intended
to generate additional possibilities for enhancing or discovering new aspects of
the business and to establish a stable developmental phase for the company.
21
VI. Marketing Objectives
A. Market Share
Figure 3. Market Share Distribution of EnviroBlend Product
Market Share
25%
25%
Bioenergy & Corporation
BF Industries, Inc.
Freyvonne Milling Services
25%
25%
EnviroBlend Corporation
As shown in the pie graph presentation, all competitors have 25% share
or 250 potential market respectively. While EnviroBlend Corporation has also
25% or 250 potential market since that is the gap that the proponents identified
during the survey. This means that the business is one of the players in the
market with an equal share of the potential customer base. This can be
interpreted as having a relatively equal standing in the market compared to the
competitors.
B. Profitability
The profitability of bioethanol production from avocado seed, potato, and
durian seed depends on several factors such as the availability and cost of raw
materials, the efficiency of the production process, and the demand for
bioethanol. In general, avocado seed and potato may have the potential to be
profitable feedstocks for bioethanol production, as they are relatively abundant
and low-cost agricultural waste products.
The pie graph under market share shows that the EnviroBlend
Corporation has developed a product that has a high profitability. As shown in
market share, the EnviroBlend Corporation has 25% of the population which
suggests that a significant portion of the population is choosing the product over
22
those of the competitors. This indicates that the company is performing well in
terms of customer satisfaction. Since the business has a market share of 25%,
it means that it is in a strong competitive position. It also suggests that there is
room for the business to grow and potentially increase its market share by
capturing customers from the other competitors. The EnviroBlend bioethanol
price at Php 600.00 per liter, while one-barrel of bioethanol equivalent to 159
liters is offered with a price of Php 95,400 each. It suggests that it has a range
of offerings that can appeal to different customer segments particularly
gasolines companies with varying budgets. This can also contribute to
profitability, as it allows for more flexibility in pricing and potentially attracts a
wider range of customers.
23
VII. MARKETING STRATEGIES
A. Product Strategies
The product strategy for EnviroBlend bioethanol made from avocado
seed, durian seed, and potato is the product differentiation strategy. The final
structural determinant Burgess (1989) discusses is product differentiation.
Burgess (1989) defines product differentiation as a measure for ‘the degree of
independence possessed by a seller in the market. Independence is explained
as the ability of the supplier of a differentiated product ‘to set its price
independent of the prices which competitors have established for their own
products’ design or brand image, technology, features (product/service),
customer service and dealer networks.
First, the product positioned as a sustainable and renewable alternative
to traditional fossil fuels by emphasizing the use of waste materials (such as
avocado and durian seeds) and non-food crops (such as potatoes) as
feedstocks for bioethanol production. Second, the product marketed as a highquality fuel with consistent performance characteristics by investing in research
and development to optimize the processing methods and feedstock selection,
as well as ensuring quality control measures are in place throughout the
production process. Third, partnerships with agricultural stakeholders, such as
avocado and durian growers and potato farmers, could be developed to ensure
a reliable and sustainable supply of feedstocks for bioethanol production.
Fourth, the product promoted as a cost-effective alternative to traditional fossil
fuels by achieving economies of scale through increased production capacity
and collaborating with suppliers to obtain cost-effective materials and
equipment. Overall, a product strategy for bioethanol made from avocado seed,
durian seed, and potato are focus on sustainability, quality, reliability, and costeffectiveness to ensure the long-term success of our product named
EnviroBlend in the marketplace.
B. Target Strategies
The company target market for bioethanol made from avocado seed,
durian seed, and potato may involve identifying potential customers who are
environmentally conscious and interested in using sustainable and renewable
24
sources of energy. The target market of the business are the gasoline stations
within Davao City including industries and companies that require large
amounts of fuel, for transportation, manufacturing, and agriculture. Also, the
business target market are all the consumers within Davao City. Additionally,
the strategy involves targeting governments and organizations that have set
renewable energy targets or incentives for the use of biofuels. The target market
also involves educating and raising awareness among consumers about the
benefits of using bioethanol made from these feedstocks as a cleaner and more
sustainable alternative to traditional fossil fuels.
C. Positioning Strategies
The positioning strategy for EnviroBlend bioethanol made from avocado
seed, durian seed, and potato focus on its unique selling points and benefits to
differentiate it from other types of biofuels. One approach to position our product
is it as a sustainable and environmentally-friendly alternative to traditional fossil
fuels. Emphasizing the use of waste materials, such as avocado and durian
seeds, appeal to consumers who are interested in reducing waste and
promoting a circular economy. In addition, another potential positioning strategy
of our product is to highlight the high energy content and efficiency of the
bioethanol, making it a cost-effective and reliable fuel source for various
applications. And, positioned as a versatile fuel source that can be used in a
range of industries, from transportation to power generation.
D. Pricing Strategies
The dynamic pricing strategy for EnviroBlend bioethanol is designed to
offer customers affordable options that are competitive in the market. The price
of the product is offered at Php 600.00 per liter, while one barrel of bioethanol
has a price of Php 95,400.00 each. In addition, the business offers 10-20%
discounts for those who purchased large amount of EnviroBlend bioethanol.
This approach allows EnvironBlend to adjust its prices in real-time, considering
factors such as feedstock costs, demand-supply dynamics, and regulatory
factors. By adopting dynamic pricing, EnvironBlend Corporation aims to
optimize revenue and profitability, ensuring competitive pricing while staying
attuned to market trends and customer preferences.
25
E. Distribution Strategies
The three-level channel distribution strategy for EnviroBlend bioethanol
made from avocado seed, durian seed, and potato is used. Bioethanol can will
be distributed through various channels such as direct sales, wholesalers,
distributors, and retailers. The target market is the gasoline stations within
Davao City such as fuel blenders companies, chemical manufacturers, small
businesses and individual consumers. Then wholesalers, distributors, or
retailers are utilized to reach the market. In this case, our EnviroBlend
bioethanol will be packaged in smaller quantities and sold through distributors
or retailers such as gas stations, hardware stores, or online retailers.
Moreover, the distribution strategy depends on the production capacity
of our bioethanol plant. If the plant has a small production capacity, then our
local distribution strategy will be more appropriate, focusing on supplying
bioethanol to nearby markets. On the other hand, if our production capacity is
larger, then our distribution strategy involves reaching national or even
international markets through established distribution networks. In addition, our
distribution strategy also considers the transportation and storage of bioethanol.
Since bioethanol is a flammable liquid, special precautions need to be taken
during transportation and storage to ensure safety. Therefore, the distribution
strategy of our product involves establishing partnerships with logistics
companies that have expertise in handling hazardous materials.
F. Promotional Strategies
The public relations promotional strategy for EnviroBlend bioethanol
made from avocado seed, durian seed, and potato is used it includes: Industry
conferences and events. Participate in industry conferences and events related
to biofuels and renewable energy to showcase the benefits and features of our
bioethanol made from these sources. Also, social media marketing this are the
use of social media platforms such as Twitter, Facebook, and Instagram to
promote the benefits of the bioethanol made from avocado seed, durian seed,
and potato. Then, share content related to sustainability, renewable energy, and
the use of alternative feedstocks.
26
Also, the company will develop a collaboration with industry influencers.
Collaborate with industry influencers and thought leaders to help promote the
bioethanol made from these sources. These could include industry experts,
academics, and environmental advocates. Next the content marketing, creating
content such as blog posts, articles, and infographics that educate our
consumers and businesses on the benefits of bioethanol made from avocado
seed, durian seed, and potato. Company also highlight the environmental
benefits and the potential cost savings. Followed by partners with eco-friendly
brands. Partner with eco-friendly brands to help promote the use of bioethanol
made from the sources of the company. This could include partnerships with
car manufacturers, fuel distributors, and other renewable energy companies.
Lastly, education and awareness campaigns. Launching education and
awareness campaigns to inform consumers and businesses about the benefits
of using the bioethanol made from these sources. Highlighting the advantages
of using renewable energy and how it can help reduce carbon emissions and
promote sustainability. Using the combination of these promotional strategies,
the awareness and the perception about the EnviroBlend bioethanol made from
avocado seed, durian seed, and potato can increased, leading to a more
sustainable and environmentally-friendly future.
G. Packaging
The packaging strategy for EnviroBlend bioethanol made from avocado
seed, durian seed, and potato is packaged in a barrel. Bulk packaging, the
bioethanol is intended for industrial or commercial use, it is packaged in bulk
containers such as set of barrels or tankers. These containers can hold large
quantities of bioethanol and are designed for easy transportation and storage.
Next, retail packaging the bioethanol is intended for retail sale to consumers, it
will be packaged in smaller containers such as galloons. The packaging is
designed to be easy to handle and pour, and to protect the bioethanol from
exposure to light and air. Then, sustainable packaging is designed to be ecofriendly and sustainable, using materials that are biodegradable or recyclable.
This would appeal to consumers who are environmentally conscious and
looking for sustainable products.
27
Lastly, labeling package are labeled clearly with the product name,
ingredients, and any relevant certifications or safety information of the
EnviroBlend bioethanol product. The label also highlights the unique qualities
of bioethanol, such as its eco-friendliness, and provides instruction for use.
Overall, packaging strategy for bioethanol made from avocado seed, durian
seed, and potato are designed to appeal to the target market, protect the
product, and reflect the eco-friendly nature of the product.
28
VIII. Action Plan
Table 7. The Action Plan
WHAT
Arrange a meeting with the coowners of our bioethanol gas
business to engage in a
comprehensive discussion and
strategic planning session
regarding our future course of
action.
Evaluate and rank business
strategies based on their level
of importance and immediate
necessity.
Develop a comprehensive
budget plan that outlines the
necessary financial resources
and allocations.
Create a well-structured
timeline and prioritize the
execution of strategies,
ensuring that each initiative is
scheduled strategically.
Assign the required workforce
and delegate responsibilities
accordingly, ensuring that the
necessary manpower is
allocated appropriately.
Arrange for the procurement
and preparation of the
materials and supplies
necessary for the seamless
execution of the specific
strategies identified for
implementation.
Execute the identified specific
strategies in practice,
translating them into tangible
actions and initiatives.
Continuously observe and
monitor the strategies'
performance, analyzing
results.
Conduct a comprehensive
assessment of the plan's
efficacy and efficiency,
Make appropriate
modifications or refinements to
the plan, ensuring that
adjustments are implemented.
WHO
WHEN
WHERE
HOW
MUCH
Owners and
Shareholders
May 15, 2023
Davao City
--
Owners and
Marketing
Manager
May 16-19,
2023
Davao City
--
Owners and
Chief Financial
Officer
May 20-21,
2023
Davao City
--
Owners and
Marketing
Strategists
May 22-23,
2023
Davao City
--
May 24, 2023
Davao City
--
May 25-26,
2023
Davao City
Owners and
Human
Resource
Manager
Owners and
Production
Manager
Owners and
Operational
Manager
Owners and
Chief
Operating
Officer
Owners and
Marketing
Manager
Owners
--
May 27-28,
2023
Davao City
--
May 31, 2023
Davao City
---
June 01-03,
2023
Davao City
---
June 11, 2023
Davao City
---
This table outlines EnviroBlend Corporation's action plan, including
details on the proposed actions, the responsible parties, the timeline for
implementation, the location of the actions, and the associated costs.
29
Conclusion
The Proponents has been working diligently for the past few weeks to
develop new business training resources and improved products. Indeed, the
ultimate goal is to assist modern entrepreneurs in obtaining the necessary
personal and technical skills required for success. Specifically, it focused on
creating a marketing plan to ensure the success of in starting-up the business,
EnviroBlend Corporation. To point the uniqueness of the product, EnviroBlend
bioethanol, is made from natural crops such as avocado seed, durian seed, and
potato, and offers significant benefits to the economy, particularly in the
gasoline stations within Davao City and other large industries and gasoline
companies. The proponents marketing plan anticipates the product become
more attractive, effective, and progressive over time. Although challenges to be
encountered and competition cannot hinder if the proponents are committed to
overcoming these obstacles through careful planning and strategic decisionmaking.
The proposed business of the proponents is dedicated in providing
excellent products and services that meet the customer’s satisfaction. Further,
EnviroBlend bioethanol is not only beneficial to the economy but also promotes
healthy and safe marketing practices. With pride, the proponents are confident
that customers will be satisfied with EnviroBlend bioethanol and success can
be achieved in the industry by operating systematically and positioning
effectively in the market.
To end, the proponents’ business is committed to not only providing
value to the customers but most especially to the environment.
30
Recommendation
The marketing plan proposes various tactics to promote a product like
the proponents’ product in the market place. These include featuring top-selling
items with high conversion rates through public relations, partnering with
leading chemical manufacturers or sellers to incentivize customers to buy, using
high-quality product photos that are eco-friendly, implementing a dynamic upselling filter, and providing personalized recommendations based on individual
preferences or social data. Additionally, the plan suggests developing unique
materials to add a new dimension to the products and testing recommendation
strategies. It stresses the importance of beginning with comprehensive data and
following a suitable step-by-step process to select products that will most appeal
to customers. Although the approach is straightforward, it can effectively pique
interest in the products.
31
IX. Appendices
HYPOTHESIS
Null Hypothesis
Ho: There is no significant difference in the bioethanol production yield among the
different ratios of durian seed, avocado seed, potato waste in terms of the number of
distillations.
Alternative Hypothesis
Ha: There is a significant difference in the bioethanol production yield among the
different ratios of durian seed, avocado seed, potato waste in terms of the number of
distillations.
Post HOC
In the figure given, Post HOC was used to examine the mean differences
among the groups. The mean differences between R1 and CG, R2 and CG, R3 and
CG, and R4 and CG were -0.021, -0.067, -0.135, and -0.834, respectively. The mean
differences between R2 and R1, R3 and R1, and R4 and R1 were -0.046, -0.114, and
-0.813, respectively. The mean differences between R3 and R2, R4 and R2, and R4
and R3 were -0.068, -0.767, and -0.699, respectively. The p-values were adjusted for
comparing a family of 5, and the results indicated that all mean differences between
R1, R2, R3, R4, and the control group were statistically significant, except for the mean
difference between R1 and CG (p = 0.221). The significance levels for the other mean
differences were either p < 0.001, p < 0.01, or p < 0.001***, with the most significant
difference being between R4 and CG (p < 0.001***), which demonstrated a very strong
effect.
DECISION
Based on the results of the post hoc comparisons, the null hypothesis can be
rejected. The mean differences between the groups were statistically significant,
except for the mean difference between Ratio 1 (R1) and the Control Group (CG),
which was not significant. Therefore, it can be concluded that there is a significant
difference in the bioethanol production yield among the different ratios of durian seed,
avocado seed, potato waste in terms of the number of distillations.
CONCLUSION
After analyzing the data statistically and conducting post hoc comparisons, it
was found that the null hypothesis can be rejected and the alternative hypothesis can
be accepted. This implies that there is compelling evidence to support the idea that the
bioethanol production yield differs significantly among various ratios of durian seed,
avocado seed, and potato waste in terms of distillation number. The results suggest
that the selection of the ratio significantly influences bioethanol production yield, and
additional research may be necessary to determine the most effective ratio for
achieving maximum yield.
32
DOCUMENTATION
Gathering of Materials:
Weighing of Variables:
Enzymatic Hydrolysis:
Fermentation:
33
Distillation:
MARKETING PLAN DOCUMENTATION:
34
MARKET SURVEY
Instruction:
Please fill in or check the boxes appropriately.
We want to assure you that your personal information will not be
shared with anyone. We kindly ask you to take a few minutes to
answer some questions. Thank you in advance.
Company’s Name (Optional): ____________________________________
1. Where does your company belongs?
MACRO- environment
MICRO-environment
2. About how many years of service your company have?
5-10 years
11-20 years
21-30 years
31-40 years
50 years and above
3. How frequently does your company require bioethanol as a resource?
Always
Sometimes
Never
4. What are the main applications or areas within your organization
where bioethanol is utilized?
gasoline mixture
food mixture
chemical mixture
5. What volume of bioethanol does your company typically require per
month or year?
per liter
per ml
6. Are there any specific quality standards or specifications that the
bioethanol must meet for your organization's use?
standard quality
High quality
Premium Quality
7. How important is the reliability of the bioethanol supply for your
operations?
Very important
Less Important
Not important
35
8. Are there any particular delivery or packaging requirements for
bioethanol that need to be considered?
Yes
No
9. How satisfied are you with your current bioethanol distributor in terms
of product quality, reliability, and service?
Very Satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied
10. Would you agree that we will be your supplier of bioethanol in your
company?
Yes
No
11. Have you faced any challenges or issues related to the procurement
or availability of bioethanol in the past?
Yes
No
36
PROTOTYPE OF THE PRODUCT:
37
CURRICULUM VITAE
38
CHERRY MAE GAMBOA
Claveria Street, Davao City Region XI 8000 / 09121815008 /
cherrymaegamboa08@gmail.com
SUMMARY
Attentive and adaptable student skilled in leadership. Cooperative in every school-related
activity. Effective in managing small and large groups. Dedicated and motivated to encourage
co-students to strive more. Goal-oriented in every activity and task being given.
EXPERIENCE
• Class President
- Help the adviser for effective learning and a healthy environment.
- Lead classmates in an effective manner.
- Encourage classmates to respect every individual.
- Manage and lead the class effectively.
• ABM - Student Auditing Team (SAT) - Assistant secretary
- Manage the club
- Record participants in the club
- Facilitate participants and other individual
•Girl scout (leader)
-
Lead the group
Participate in every activity
SKILLS
• Behavior modification
• Time management
• Communication Skills
• Decision making
EDUCATION
Primary: Godofredo B. Calabroso Elementary School
Year: 2011-2017
Secondary: Davao City National High School
Year: 2017-2021
Senior High School: Davao City National High School
Year: 2021-present
SEMINAR ATTENDED
-
Global Youth Summit (August 12, 2022)
DTI Webinar (January 21, 2023)
39
LARA MAE LANASA
Brgy. 76-A Bucana Davao City 8000 Region XI / 09688671010 /
Laramaelanasa@gmail.com
SUMMARY
Motivated student, highly focused and responsible senior high student, my nonethic founded on a what-ever-it-take attitude and diligent persistence to my task.
Possess a flexible mindset to adapt to any working environment. I intended to
leverage my knowledge and have the opportunity to develop further in the
marketing fields as y future career.
EXPERIENCE
Seller / Store
2018 - Present
Davao City, Davao del Sur



Selling goods.
Entertaining customers
Arranging goods and organizing products.
2018 – Present
Cashier
Davao City, Davao del Sur


Managing money.
Securing money.
.
SKILLS







Organization Skills
Attention to detail accompanied with the high level of responsibility and fast learning
traits.
Hardworking
Communication skills
Long patience
Listening Skills
EDUCATION
PRIMARY SCHOOL – KUBAYAN ELEMENTARY SCHOOL
(Graduated)
SECONDARY SCHOOL – DAVAO CITY NATIONAL HIGH SCHOOL
Junior High School
Senior High School
2016-2017
2021 (Graduated)
Current (Graduating)
CERTIFICATION/SEMINAR ATTENDED

DTI GO NEGOSYO – JANUARY 21, 2023
40
KRISTINE D. LANAZA
28 Nograles Avenue Purok 7 Brgy76-A Bucana Davao City, Region XI 8000 · 0998-486-7084
Email ·kristinelanaza73@gmail.com/klanaza11192018@yahoo.com
SUMMARY
Active and responsible Senior High School skilled student in classroom operations. Effective in leading
group performances that creates dynamic positions in some school organizations. Dedicated,
motivated, and determined to every task given and encourage one’s ability to develop its strengths.
EXPERIENCE







Trade and EXPO school competition (Champion for grade 9 LEVEL S.Y 2019-2020)
Cashier in our owned Sari-Sari store
INTRAMURALS business CONTEST selling foods (S.Y 2019-2020)
Accountancy, business and management (ABM) booth school competition
Cashier in Bankerohan public market
4th runner up critical thinkers’ quest (S.Y 2018-2019)
Practical research 1 and 2
EDUCATION
SECONDARY
DAVAO CITY NATIONAL HIGH SCHOOL
F. TORRES ST., DAVAO CITY
2021-Present
DAVAO CITY NATIONAL HIGH SCHOOL
F. TORRES ST., DAVAO CITY
2017-2021
PRIMARY
Cesareo Villa-Abrille Elementary School
Bucana, Davao City
2011-2017
SKILLS




Risk Taker
Critical Thinker
Leadership Skills
Collaboration Skills




Organizational Skills
Management Skills
Problem-solving Skills
Creativity Skills
CERTIFICATIONS

Recognition of Certificate: Completing the Webinar Meeting starts at 10:00 am
to 1:00pm Saturday conducted by Department Trade and Industry (DTI).
41
RICHARD R. LAYAR JR.
Zone 4 San Vicente Buhangin, Davao City, Region XI 8000/ 0906-231-4527
Email richardlayar1@gmail.com
SUMMARY
To secure a challenging position in a reputable organization to expand my
learnings, knowledge, and skills. Looking for an entry level employment where
I can develop my abilities as an ABM student.
EXPERIENCE



Crew
DCNHS Food Bazaar
(Davao City, Region XI 8000)
Collaborated with other staff members to plan and sell food.
10/2019
SKILLS



Critical thinker
Problem-solving
Collaboration
EDUCATION



SHS & Grade 12
Davao City National High School Davao City
Track - ABM
Secondary
Davao City National High School Davao City
Primary
San Isidro Elementary School Davao City
2021-Present
2017-2021
2011-2017
CERTIFICATIONS

DTI Webinar
42