“FROM STREET VENDOR TO ENTREPRENEUR: A COMPREHENSIVE PLAN FOR

ALING MARLYN."

A Consumer Behavior Proposal

Presented to Prof. John Robert Isip

Polytechnic University of the Philippines

Quezon City

In Partial Fulfillment of the Requirement for Consumer Behavior

By:

Calangian, Jamaica Veronique A.

Gallego, Ysaiah John F.

Ramos, Jhonrey M.

June 2023

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 Table of Contents

Title Page……………………………………………………………………………………..I

Table of Contents…………………………………………………………………………..II

Executive Summary…………….……………………………………………………….1-2

Project Details…………………………………………………………………………..3-14

 Problem Statement………………………………………………………………3-6

 Proposed Solution……………………………………………………………..7-12

 Qualifications to Solve the Problem……………………………………….13-14

Deliverables and Timeline…………………………………………………………..15-16

Budget……………………………………………………………………………………...17

Conclusion………………………………………………………………………………...18

Terms and Conditions………………………………………………………..………….19

Appendix……………………………………………………………………………….20-23

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 Executive Summary

Through income markups and marketing initiatives, this corporate strategy seeks to boost

revenue and marketability. The strategy entails a number of crucial elements, including

an analysis of the present profit margins, the discovery of markup opportunities, the

implementation of pricing adjustments, and the start of a targeted marketing campaign.

To boost margins through strategic markup, we will first carefully examine the company's

financial accounts to pinpoint areas. Additionally, we'll assess the competition to find any

gaps that our goods or services can cover.

Once we have determined the ideal areas for markup, we will collaborate with the

management team to carefully and methodically make these adjustments in order to

reduce market impact. This could entail negotiating better conditions with suppliers to

boost margins or setting new prices for certain goods or services.

Along with price changes, we'll introduce a focused marketing initiative to highlight the

benefits of our goods and services. Utilizing social media, digital advertising, and other

avenues will be necessary to contact potential clients and increase brand recognition.

To make sure we are reaching our revenue and profitability targets during the

implementation phase, we will regularly evaluate performance data and modify our plan

as necessary.

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Through market research and analysis, the company may pinpoint its target market and

then focus its marketing efforts on meeting their unique demands, preferences, and

interests. Better messaging and more individualized communication will be possible as a

result, which may boost sales and engagement.

Overall, this strategy provides a thorough and proactive approach to raising income and

enhancing the marketability of the company. Therefore, it may be a fantastic opportunity

for this company to develop and realize its objectives.

By putting these tactics into practice, the company can raise its income and market to its

target market successfully, leading to an increase in revenue and growth.

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 Project Details

Problem Statement

The following deliverables will be provided as part of this project: Here are some problems

that we’ve acquire from the small business owner that we’ve interviewed:

MENU

A business without a menu is likely to experience various issues, including client

confusion, lost sales, and uneven service. Customers may become frustrated and

dissatisfied if they cannot quickly recognize the available selections in the absence of a

menu. The proprietor may struggle to recall the prices or ingredients of each item,

resulting in inconsistent service. A lack of a menu might affect a business’s reputation

and result in lesser sales. As a result, it is critical for the company to develop a menu that

is clear, concise, and detailed enough to ensure a great customer experience.

LOCATION

The growth of a business can be severely affected by its location. When picking the ideal

location for a business to be established, it is vital to take into account a number of

aspects such as accessibility, visibility, and competition. In this instance, the physical

location is close to a tricycle port. Even while it can appear like an excellent location for

people to walk, there are several potential difficulties.

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First off, having a tricycle terminal nearby can cause noise and pollution. When there are

more tricycles parked in front of the store during peak hours, customers may find it

challenging to move about the area. This could cause potential customers stay away from

the store, which could impact sales and general performance. However, even though the

site in front of the tricycle station may have certain benefits, it's important that any

potential drawbacks like noise, pollution, and competition from nearby businesses. To

maximize a business's chances of success, extensive market research and analysis must

be done before choosing a site.

Furthermore, having a competitor nearby can pose a big problem for a business. Rival

businesses may already have a strong customer base if they have been operating in the

area for a long time. The startup business may find it challenging to attract clients as a

result. The competitor may also use aggressive marketing techniques to further reduce

the odds of success for the new business.

EQUIPMENTS

Due to a lack of equipment at the store, such as a freezer for its street food business, the

company is facing difficulties. This makes it harder to maintain and stockpile food

supplies, which may prevent customers from getting the products they want. The lack of

cooking equipment can also result in longer customer wait times and possibly customer

discontent with the quality of the food being served, particularly if there is only one pan

available for cooking. Over time, these problems can negatively affect the company's

profitability and reputation.

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MARKETING STRATEGY

Because they frequently rely on foot traffic, word-of-mouth advertising, and social media

to draw customers, street food businesses confront particular marketing issues. Many

potential customers might not be familiar with the business or its products, or they could

worry about the food's quality or safety. Additionally, in crowded public locations, street

food enterprises must compete with other food vendors. Consequently, the following

could be the issue statement for creating a marketing plan for a street food business: In

a competitive and ever-changing industry, how can we raise brand awareness, create

consumer trust, and attract and keep customers for our street food business

BRANDING

The street food business lacks a distinct and appealing brand identity, resulting in low

customer recognition, uneven customer perception, and difficulties acquiring and

sustaining a devoted customer base. Without a distinct and distinctive brand image, the

company finds it difficult to distinguish itself from competitors and fails to develop a strong

emotional connection with its target audience. The absence of a unified branding

approach limits the company's ability to effectively express its distinctive value

proposition, resulting in missed possibilities for growth and decreased consumer loyalty.

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Problem Statement Documentation
COMPETITOR
MENU

LOCATION

EQUIPMENTS

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Proposed Solution

MENU

One possible solution to Aling Marlyn’s street food business's lack of a menu is to produce

and print a simple menu listing all of the products she serves and their prices. Here are

some options for her:

1. Make a list of all the different street food products she sells.

2. Indicate the price of each item.

3. Sort the goods and prices into categories (for example, street food, drinks).

4. Create a simple menu design on a computer or by hand.

5. Make numerous copies of the menu and laminate them for long-term use.

6. Display the menus conspicuously at the front of the shop so that consumers can see

them.

Another possibility is to provide online ordering via a website or third-party delivery

service, which might include an online menu. This has the ability to broaden the customer

base beyond those who can physically visit the shop.

Overall, the goal should be to provide customers with a clear and delightful experience,

making it simple for them to select and order things from Aling Marlyn's shop.

LOCATIONS

There are a few potential solutions to Aling Marlyn's street food business's challenges:

1. To differentiate oneself from a close competitor, Aling Marlyn's street food business

should explore delivering unique and excellent foods that the opponent does not have.

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Experimenting with new recipes, employing fresh products, or introducing regional

specialties are all examples of this.

2. Improve the store's ambiance: Given the tricycle station in front of the store, guests

may find it difficult to feel comfortable dining there. Aling Marlyn's street food company

might enhance the mood of the store by adding outdoor seating or freshening up the

interior with decorations or plants.

3. Aling Marlyn's street food business should explore introducing loyalty programs to

customers in order to attract repeat business. Discounts after a particular number of visits

or free goods for repeat diners could be included.

Aling Marlyn's street food business can overcome the limitations of its location and

adjacent competitors by applying some of these ideas and building a loyal customer base.

EQUIPMENTS

Investing in additional cookware and utensils could be one solution to Aling Marlyn's street

food business equipment problem. This will not only enhance the business's capacity, but

will also speed up the preparation process, potentially leading to more sales.

Here are some measures that can be performed to put this solution into action:

 Determine the precise equipment and utensils required based on the sort of street food

offered by Aling Marlyn as well as the volume of production. This can be accomplished

by evaluating the current workflow and locating bottlenecks in the preparation process.

 Look for providers who sell high-quality cookware and utensils at a reasonable price.

Look for offers or promotions that can help you save money without sacrificing quality.

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 Make a budget for the purchase of new equipment. This should include equipment cost

estimates as well as any additional costs such as shipment or installation.

 Explain the benefits of investing in new equipment to Aling Marlyn in your proposal.

Highlight how this can help enhance sales and customer happiness.

 Once the project has been approved, purchase and install the equipment. Before using

any equipment, ensure that it has been properly installed and tested. Aling Marlyn's street

food business can expand its capacity and enhance its overall performance by investing

in new equipment.

MARKETING STRATEGY

To increase sales and effectively market her products, Aling Marlyn can implement a

comprehensive marketing strategy. Here are some key elements she can consider:

 Identify and comprehend her target market: Aling Marlyn should perform market

research to identify and comprehend her target clients' wants, preferences, and

purchasing behavior. This will allow her to better adapt her marketing efforts to reach and

resonate with her target demographic.

 Create an online presence: In today's digital age, having an online presence is critical.

Aling Marlyn should develop a website or an e-commerce platform where customers can

learn about her products, place orders, and leave feedback. Furthermore, utilizing social

media platforms can assist her in engaging with her target audience, showcasing her

items through visually attractive material, and running focused advertising campaigns.

 Use successful promotional strategies: To improve product visibility and attract

customers, Aling Marlyn can use a variety of promotional tactics. Offering special specials

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or discounts, engaging in local events or fairs, cooperating with influencers or food

bloggers, and employing word-of-mouth marketing through delighted consumers are all

examples of ways to do so.

 Excellent customer service is critical for maintaining existing customers and establishing

positive word-of-mouth. Aling Marlyn should place a premium on high-quality products,

on-time delivery, and quick customer service. Encouragement of consumer feedback and

testimonials can also help her reputation and reliability.

 Seek and adapt to client feedback: Seeking feedback from customers on a regular basis

can provide significant insights for improvement. Aling Marlyn should pay attention to

consumer input, learn about their preferences, and change her products and marketing

techniques to match their changing needs.

Aling Marlyn can enhance her sales and efficiently promote her items by using these

tactics. Remember that consistency, adaptability, and a customer-centric approach are

critical to the success of any marketing campaign.

BRANDING

To create a strong branding for her street food business, Aling Marlyn can consider the

following elements:

 Name and Logo: Select a memorable and catchy business name that expresses the

essence of her street food products. It should be simple to say and convey a sense of

honesty. Create a professional logo with pertinent imagery from fishball, kikiam, and

kwek-kwek. The logo should be visually beautiful and easily identifiable.

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 Visual Identity: Create a unified visual identity by using the same color palette, typeface,

and visuals in all branding materials. This consistency will help Aling Marlyn's street food

business to project a consistent and professional image.

 Packaging and Presentation: Create appealing and sanitary packaging for street food

items. Make certain that the packaging represents the business's visual identity and

contains the logo and brand name. Additionally, while providing street food to clients,

emphasis on clean and visually pleasing presentation, as this can contribute to a positive

brand opinion.

 Personal Branding: Aling Marlyn should also think about infusing her own personal story

and personality into the branding. Highlight her experience, knowledge, and enthusiasm

for making street cuisine. This personal touch can help clients connect with you and build

trust.

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Proposed Solution for Branding Problem Statement includes the logo:

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Qualifications to Solve the Problem

Qualifications and skills in a variety of areas would be advantageous in order to properly

tackle the problem of Aling Marlyn's street food business. Here are some crucial

qualifications connected to the areas we've discussed:

1. Menu

- Culinary Expertise: Knowledge and expertise in developing and refining street food

recipes to ensure enjoyable and high-quality offers.

- Market Research: The ability to study market trends, client preferences, and competition

products in order to create a menu that is unique and caters to the target demographic.

- Food Safety and Hygiene: Understanding and enforcing food safety requirements in

order to maintain the highest levels of cleanliness and hygiene in food preparation.

2. Location

- Market Analysis: Abilities to assess suitable locations based on foot traffic, desired

consumer demographics, and proximity to related businesses.

- Negotiation Skills: Ability to negotiate lease agreements and secure advantageous

conditions for the site of the street food stall.

- Compliance Knowledge: Understanding of local regulations and permits needed to

operate a street food company in the chosen location.

3. Equipment

- Equipment Sourcing and Maintenance: Experience in sourcing and maintaining the

necessary equipment for street food preparation, such as fryers, grills, and food warmers.

To maintain smooth operations, knowledge of equipment maintenance and

troubleshooting is required.

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- Cost and Efficiency Analysis: The ability to match equipment costs with business needs,

taking into account aspects such as energy efficiency and productivity.

4. Marketing Strategy

- Competence in doing market research to identify target clients, understand their

preferences, and appraise the competitive landscape.

- Branding and Positioning: Ability to create a strong brand identity, a compelling value

proposition, and a marketing strategy to effectively reach and engage the target market.

- Digital Marketing: Knowledge of how to use online platforms, social media, and digital

advertising to raise brand awareness, engage customers, and drive sales.

5. Branding

- Branding Expertise: Knowledge and experience in brand development, including the

creation of a distinct brand identity, the establishment of a consistent visual identity, and

the creation of a compelling brand story.

- Graphic Design: Ability to create logos, packaging, and other visual elements that are

consistent with the brand's identity and appeal to the target demographic.

- Customer Perception Analysis: The ability to examine and comprehend customer views

of a brand, identify areas for improvement, and change branding strategies as needed.

While these qualifications can help with specific problem areas, it is crucial to remember

that a mix of talents, experience, creativity, adaptability, and a customer-centric approach

is critical to Aling Marlyn's street food business's overall success.

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 Deliverables and Timeline

To provide a comprehensive plan for Aling Marlyn's street food business, here are the

deliverables and timeline:

1. Menu Development

- Conduct research on popular street cuisines in the area.

- Work with Aling Marlyn to finalize the menu (Kwe Kwek, Fishball, and Kikiam).

- Create recipes for each menu item.

- Estimated timeline : 1 week

2. Location Analysis

- Conduct a competition analysis to understand their advantages and disadvantages.

- Determine the optimal site with high traffic and little competition.

- Determine the rental price for potential locations.

- Estimated timeline: 1 week

3. Equipment Selection

- Investigate and determine the equipment required to prepare and serve street food.

- Determine the cost of the equipment and whether to buy or lease it.

- Estimated timeline: 1 week

4. Marketing Strategy

- Determine your target audience.

- Create a marketing strategy to reach out to the target demographic.

- Implement marketing strategies (such as social media, fliers, and local advertisements).

- Estimated timeline: 2-3 weeks

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5. Branding

- Develop a brand identity (logo, color scheme, and slogan).

- Create, print, and distribute business cards and signs

- Incorporate branding throughout all marketing platforms.

- Estimated timeline: 2-3 weeks

Overall project timeline: 8-10 weeks

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 Budget

To determine the overall budget for Aling Marlyn's street food business, we need to

consider several factors such as the cost of ingredients, equipment, permits, and

marketing. "We did not include the rent for the store as it needs to be paid on a monthly

basis." Here's an estimate of the overall budget for Aling Marlyn's business:

1. Ingredients:

- Kikiam: P500 ($10)

- Fishballs: P500 ($10)

- Kwek-kwek: P500 ($10)

- Drinks: P500 ($10)

Total: P2,000 ($40)

2. Equipment:

- Deep fryer: P5,000 ($100)

- Tongs, ladles, and other utensils: P500 ($10)

Total: P5,500 ($110)

3. Permits and Licenses:

- Barangay clearance: P500 ($10)

- Health permit: P1,000 ($20)

Total: P1,500 ($30)

4. Marketing:

- Flyers and posters: P500 ($10)

Total: P500 ($10)

Overall Total: P9,500 ($190)

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 Conclusion

In conclusion, Aling Marlyn's street food business has the potential for growth and

enhanced profitability if a strong corporate strategy focusing on income markups and

marketing activities is implemented. The management team can increase revenue while

reducing market impact by reviewing current profit margins and discovering potential for

markup. Targeted marketing initiatives will also help to improve brand recognition and

efficiently reach the target market. Regular examination and revision of performance data

will keep the organization on track to meet its revenue and profitability goals. Aling

Marlyn's street food business should hope to develop and succeed in the future with these

measures in place.

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 Terms and Conditions

The terms and conditions for Aling Marlyn's street food business would depend on the

specific solutions implemented. However, some general terms and conditions might

include:

1. Menu: Aling Marlyn's street food business must ensure that the menu accurately

reflects the products available and their corresponding prices.

2. Locations: Any improvements made to the store's ambiance or loyalty programs must

be communicated clearly to customers.

3. Equipment: Aling Marlyn's street food business must ensure that any new equipment

is properly installed and maintained to prevent any safety hazards.

4. Marketing Strategy: All marketing efforts should be truthful and avoid any false or

misleading claims about the products or services offered.

5. Branding: The use of any copyrighted or trademarked materials in Aling Marlyn's

branding must be authorized by the respective owner.

Overall, Aling Marlyn's street food business should prioritize customer satisfaction and

safety in all aspects of its operations.

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 Appendix

Appendix I

1. Financial Analysis Report A detailed report of the company's financial accounts and

profit margins to identify areas for markup opportunities.

2. Competitive Analysis Report A report on the competition to identify gaps in the market

that our goods or services can cover.

3. Pricing Adjustment Plan A plan outlining the pricing adjustments that will be made to

increase profit margins.

4. Supplier Negotiation Plan A plan detailing the negotiation process with suppliers to

secure better terms and boost margins.

5. Marketing Initiative Plan A plan outlining the marketing initiatives that will be

implemented to increase brand recognition and reach potential clients.

6. Performance Evaluation Metrics A set of metrics to evaluate the performance of the

strategy and make necessary modifications.

7. Target Market Analysis Report A report identifying the target market and their unique

demands, preferences, and interests.

8. Messaging and Communication Plan A plan to improve messaging and communication

to increase engagement and sales.

9. Revenue and Growth Forecast A forecast of the expected revenue and growth after

implementing the strategy.

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Appendix II

Aling Marlyn's Street Food Busines

1. Menu

- Sample Menu:

- BBQ Skewers (Pork, Chicken, Beef)

- Isaw (Grilled Chicken Intestines)

- Betamax (Grilled Chicken Blood Cubes)

- Fish Balls

- Squid Balls

- Kikiam

- Fried Tofu

- Kamote Cue (Sweet Potato)

- Banana Cue

- Turon (Banana Spring Rolls)

- Drinks (Sodas, Bottled Water)

- Pricing: Include the prices of each item on the menu.

2. Location

- Description of the primary location where Aling Marlyn operates her street f ood

business.

- Address, including any landmarks or notable surroundings.

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 - Consider including a small map or illustration to provide a visual reference.

3. Equipment

- List of equipment used in the business:

- Food cart or portable stall

- Grilling equipment (charcoal grill, griddle)

- Deep fryer

- Cooking utensils (tongs, spatulas)

- Food storage containers

- Cash register or POS system (if applicable)

4. Marketing Strategy

- Overview of Aling Marlyn's marketing strategy to attract customers and increase

visibility:

- Social media presence and platforms used (Facebook, Instagram, etc.)

- Engagement with local community groups or events

- Special promotions or discounts offered

- Collaborations with nearby businesses or influencers

- Distribution of flyers or business cards

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5. Branding

- Description of the branding elements associated with Aling Marlyn's street food

business:

- Business name and logo

- Brand colors and visual identity

- Tagline or unique selling proposition

- Brand personality and positioning

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