Chapter 3

MARKETING ASPECT

Marketing aspect is one of the most useful chapters in the feasibility study. The

business's success is determined by how the product is offered to the potential market.

The fact that the proposed product will be approved by the target market is a deciding

element in whether or not this project can be implemented.

This chapter will also demonstrate the results of a survey to see whether the 4Ps

(product description, price, place, and promotion) are acceptable to the prospect target

market.

Profile of the Respondents

This chapter discusses the demographic profile of the respondents. The

researchers opted to know the age range and sex of the repondents. The researchers

conducted a survey to 20 participants within the perimeter of Bagong Silangan, Quezon

City about the Feasibility Study on the Establishment of STAMEBLISS CAFÉ, in Bagong

Silangan, Quezon City.

 Figure 3.1 Respondent`s Data According to Gender

The figure above shows the distribution of the demographic profile of the

respondents according to gender. It revealed that based on the conducted survey, the

majority of the respondents are female with 80% out of 20 respondents. The male

respondents comprise 20% of the population out of 20 respondents.

Figure 3.2 Respondent`s Data According to Age

The figure above shows the distribution of the demographic profile of the

respondents according to their age. It revealed that the majority of the respondents are

20 years of age with 45% out of 20 respondents followed by 21 years of age with 25%.
Respondents that are 19 years old and respondents that are between 22 to 26 years old

both result in 15% each out of 20 respondents.

Tabulation and Analysis of Results

The researchers conducted a survey that comprises fourteen (14) questions that

aims to target the Product, Price, Place and Promotion about the Feasibility Study on the

Establishment of STAMEBLISS CAFÉ, in Bagong Silangan, Quezon City. The

researchers conducted the survey to 20 participants within the perimeter of Bagong

Silangan, Quezon City.

Figure 3.3 Respondents` Statistics that Drink Coffee

The figure above shows the statistics of people who drink coffee. It revealed that

85% out of 20 respondents answered “Yes” when they are asked if they drink coffee and

15% out of 20 respondents answered “No”. Thus, most of the respondents drink coffee.
 Figure 3.4 Respondents` Oftenness in Drinking Coffee

The figure shows how often respondents drink coffee within a week. It revealed

that most of the respondents drink 5 times and above per week with 41% out of 17

respondents. Respondents that drink coffee once a week with 35% out of 17 respondents

and 24% who answered 2-4 times a week. Thus, most of the respondents consume a lot

of coffee with an average of 5 times and above per week.

Figure 3.5 Respondents` Statistics if they are a fan of KPOP

The figure above shows the statistics of people who are a fan of KPOP. 80% out

of 20 respondents answered “Yes” when they are asked if they are a fan of KPOP and

20% out of 20 respondents answered “No”. Therefore, most of the respondents are KPOP

fans.
 Figure 3.6 Respondents` Statistics if they have purchased any KPOP

Merchandise

The figure above shows the statistics of the respondents who have already

purchased any KPOP merchandise. 75% out of 20 respondents answered “Yes” when

they were asked if they already purchased any KPOP merchandise and 25% answered

“No”. Therefore, most of the respondents already purchased any KPOP merchandise.
 Figure 3.7 Types of KPOP merchandise purchased

The figure above shows the types of KPOP merchandise already purchased by the

respondents. The graph revealed that most of the respondents already purchased

Photocards with 55% out of 20 respondents. Respondents purchased Album and Official

Merch with 40% individually. Respondents that purchased Lightstick are 15% out of 20

respondents. Unofficial Merch and Earrings with 5% each and 20% out of 20 respondents

has not yet purchased any KPOP merchandise. Thus, most of the respondents purchased

KPOP merchandise wherein Photocards being the most purchased KPOP merchandise

item.
 Figure 3.8 Respondents` Willingness in spending for a coffee

The figure above shows how much do respondents are willing to spend for a coffee.

55% out of 20 respondents are willing to spend less than ₱100 for a coffee and 45%

respondents are willing to spend ₱101 to ₱500 for a coffee. No respondents are willing to

spend ₱501 above for a coffee. Thus, most of the respondents are willing to spend less

than ₱100 for a coffee and none of them will spend ₱501 and above for it.

Figure 3.9 Respondents` Willingness in spending for KPOP merchandise

The figure above shows how much respondents are willing to spend for KPOP
merchandise. 35% out of 20 respondents are willing to spend ₱701 and above for KPOP

merchandise. 40% of the respondents are willing to spend ₱201 to ₱700 and 25% of the

respondents are willing to spend less than ₱200 for a KPOP merchandise. Therefore,

most of the respondents are willing to spend an amount of ₱701 and above for a KPOP

merchandise.

Figure 3.10 Respondents` Monthly spending in buying coffee

The figure above shows the respondents` monthly spending in buying coffee. It
revealed that most of the respondents are spending ₱101 to ₱500 monthly in buying

coffee with 50% out of 20 respondents. 40% answered less than ₱100 and 10% answered

₱501 above monthly spending on buying coffee. Therefore, most of the respondents`

monthly spending on buying coffee is ₱101 to ₱500.

Figure 3.11 Respondents` Monthly spending in KPOP merchandise

The figure above shows the respondents` monthly spending on KPOP

merchandise. It revealed that most of the respondents with 40% are spending less than
₱200 monthly in buying KPOP merchandise. 35% out of 20 respondents are spending

₱701 above and 20% are spending ₱201 and ₱700 in buying KPOP merchandise.

Figure 3.12 Likelihood of the Respondents to buy a product using Buy 1 Take

1 as promotion

The figure above shows the likelihood of respondents to buy a product using Buy

1 Take 1 as promotion. 1 being the least and 5 being the greatest, 65% out of 20

respondents rated 5, 25% rated 4 and 10% rated 3. Thus, most of the respondents will

likely buy a product using Buy 1 Take 1 as a promotion

 Figure 3.13 Likelihood of the Respondents to buy a product using Discounts

and Coupons as promotion

The figure above shows the likelihood of respondents to buy a product using

Discounts and Coupons as promotion. 1 being the least and 5 being the greatest, 70%

out of 20 respondents rated 5, 10% rated 4, 5% rated 3 and 5% rated 2. Thus, most of

the respondents will likely buy a product using Discounts and Coupons as promotion.

Figure 3.14 Likelihood of the Respondents to buy a product using Giveaways

as promotion

The figure above shows the likelihood of respondents to buy a product using

Giveaways as promotion. 1 being the least and 5 being the greatest, 70% out of 20

respondents rated 5, 20% rated 4 and 10% rated 3. Thus, most of the respondents will

likely buy a product using Giveaways as promotion.

 Figure 3.15 Likelihood of the Respondents to buy a product using Social

Media Advertising as promotion

The figure above shows the likeliness of respondents to buy a product using Social

Media Advertising as promotion. 1 being the least and 5 being the greatest, 35% out of

20 respondents rated 5. Most of the respondents rated 4 with 45%. 10% rated 3, 5% rated

2 and 5% rated 1. Thus, most of the respondents will likely buy a product using Social

Media Advertising as promotion with a rating of 4.

 Figure 3.16 Respondents` familiarity to the location

The figure above shows the familiarity of the respondents to the location. 1 being

the least and 5 being the greatest, 25% out of 20 respondents rated 5, 10% rated 4. 25%

rated 3. 15% rated 2 and 25% rated 1.

Product Description

STAMEBLISS Café provides customers with the finest and highest-quality coffee

beverages. A cup of coffee that can make them smile, and with a single first sip, they will

remember its taste till they return home. And the cafe's uniqueness is that it uses a coffee

printer to print any K-pop related graphics or images on your cupcake or the foam of

practically any drink. The STAMEBLISS Café also sells official KPOP merchandise, plus

a variety of customized goods made by fans themselves, which will undoubtedly catch the

interest of KPOP lovers!

In addition to hot espresso drinks, the cafe will also provide frozen coffee drinks,

seasonal specialty drinks, croissants, and other pastry goods.

Espresso, hot cocoa, dark and white mocha, espresso macchiato, Café

Americano, Cappuccino, flavored cappuccino, Café latte, flavored Café latte, Café Mocha,

and Caramel macchiato will be available for Hot Coffee Beverages.

 The cafe will serve Iced Coffee, Iced Latte, Iced Caramel Macchiato, Iced White

Mocha, and Iced Café Mocha, as well as a variety of add-ons such coffee jellies, pearls,

syrup, and whip cream to each iced coffee beverage.

For non-coffee beverages, the café will offer Green Tea Latte and Iced Green Tea

Latte. There will also be croissants and other pastries available.

Since STAMEBLISS Cafe sells a wide range of KPOP merchandise, consider the

shop to have official Albums, lightsticks, photocards, and other related official

merchandise, such as t-shirts, hoodies, bags, and so on, from a variety of KPOP idols and

artists.

Lastly, the shop may also provide customized goods such as personalized photo cards,

posters, handbag designs, shirts, and etc. It will be decided by the customers' preferences

and wishes.

Price Description

The pricing method that the researchers will use in determining the prices of the

entity’s products will be the “cost-plus method” ; this is where we estimate the cost of

manufacturing the product and then adding a specified margin or markup above cost. The

mark up to be added to the products will be 15% of its cost in order to cover the necessary

expenses in the enterprise while not sacrificing the affordability of the products offered.
 Table 3.17

Price of Products

Beverages

Espresso ₱99.00

Hot Cocoa ₱99.00

Dark Mocha ₱199.00

White Mocha ₱199.00

Espresso Macchiato ₱149.00

Café Americano ₱149.00

Cappuccino ₱149.00

Café Latte ₱149.00

Flavored Café Latte ₱249.00

Caramel Macchiato ₱199.00

Café Mocha ₱149.00

Pastries

Puff Pastries (empanada, etc) ₱30~

Croissant ₱35~

Donut ₱30~

Danish Pastry ₱50~

K-Pop Merchandise

Albums ₱500 ~

Lightsticks ₱450 ~

Photocards ₱10 ~

T-Shirts ₱120 ~
 Hoodies ₱180 ~

Bags ₱140 ~

Personalized Shirts ₱250 ~

Place Description

The STAMEBLISS Café will be located at 152 General Geronimo Street, Bagong

Silangan, Quezon City. The researchers chose this location because it is close to the

highway and schools, which will attract more people, and there is no coffee shop nearby

that sells K-pop merchandise. The location is easy to find because it is open and close to

the highway.

Promotion Description

The method of promotion or publicity of STAMEBLISS Café will be

based upon the respondents rating on the promotional tools. As the respondents choose

buy 1 take 1 have above 3 rating, it will give us a suggestion to make two or more products

to have greater value than just one. Another tool we could use is coupons and discounts.

The respondents rate it for 2 and above with 70% saying that is the greatest. Even though

coupons and discounts have a good chance of persuasion there is a chance that not all

of them could be used so the coupons and discounts will be used least for better value of

the coupons and discounts. The give away promotion has a positive rating which

encourages us to make such promotions. The giveaways could be a form of limited

merchandise, cafe related products, and seasonal promotions. As for social

advertisement there is a least likely rating which means if we do an advertisement it may

not be for everyone, because different people have preferences which social media

advertisement would have less impact on the business.

Chapter 4

MANAGEMENT AND PERSONNEL ASPECTS

This includes an examination of officers and important personnel, basic

considerations guiding the organization, form of ownership, organizational chart, policies

within the entity, hiring process, compensation, and mandatory benefits. The key

objective of this is to assess the efficacy of the organizational setup option.

Organization Chart

Since the majority of personnel are involved in production, management will have

a relatively modest headcount. As agreed upon by the proprietors, this business is

classified as a Limited Partnership.

Figure 4.1 Organization Chart of STAMEBLISS Café

Figure 4.1 shows the organizational structure plan for STAMEBLISS Café. The

cafe is divided into two functional groups: Production and Marketing and Finance and
Administration. The baristas, or production staff, will be in charge of managing the coffee

shop and preparing beverages for customers, as well as daily inventory, equipment

maintenance, and the bar area. Marketing, finance, and administration will be in charge

of promoting the coffee shop and its beverages, as well as managing barista training,

equipment maintenance, purchase and requests, and financial performance monitoring.

Company Policy

Company policies are guidelines or criteria that deal with safety, health and

accountability of the business and all the staff and individuals involved as well as the

interaction to customer and client. STAMEBLISS CAFÉ set policies that establish rules of

conduct within the organization, regulatory requirements, legal issues, outline of

responsibilities and expectations. STAMEBLISS CAFÉ aims to protect both the workers

and the business itself by having well-established company policies that improve

behavioral, performance standards that create a safe and enjoyable working environment.

1. Workplace and Health Safety Policy

STAMEBLISS CAFÉ`s top priority is the health and safety of the working

environment and the people working within the entity. Since the spread of CoronaVirus is

still rampant, employees and customers are required to wear face masks. Before entering

the establishment, customers are required to provide personal information for contract

tracing purposes through scanning the provided QR Code. Customers` temperature must
be checked and they must be sanitized before entering the café. Employees wear

appropriate attire such as aprons and hairnets. STAMEBLISS CAFÉ is equipped with

CCTV cameras, medical kits and fire extinguisher as protection from danger and hazards.

2. Equal Opportunity Policy

STAMEBLISS CAFÉ promotes equality and respect to both the employees and

customers. This policy aims to avoid discrimination in terms on the nature of job and

employees` protected characteristics in terms of gender, age, race, status, religion etc.

This policy promotes diversity, creates anti-harassment and free from violence workplace.

3. Code of Conduct Policy

STAMEBLISS CAFÉ established a well-written code of conduct that is

communicated to the employees to manage expectation and provide compliance. This

contains the rules, regulations as well as the code of ethics that must be observed within

the entity. Employees may ask for consultation whenever there are misunderstandings

especially on being unsure on what behavior is acceptable in the entity.

4. Attendance and Leave of Absence Policy

Timely attendance at work is important in order to run the business effectively and

efficiently. Employees are expected to be at the working station on time. Employees must

notify appropriate personnel regarding their lateness and absences. Employees may

occasionally require to be absent whether due to health issues or vacation. Employees

must let the management be aware in advance regarding the leave except if it is urgent

and emergency. STAMEBLISS CAFÉ educates their employees regarding benefits the
company offers such as sick leave, maternity leave, Paid Time Off and how each will be

treated and accounted for separately.

5. Disciplinary action policy

Disciplinary action policy`s deal with problems and conflicts that arise when

employees violate the company's policy. Employees must be aware of the disciplinary

action and accountable for the consequences of their actions. STAMEBLISS CAFÉ

established an organized and fair disciplinary action policy that ensures appropriate

treatment, progressive discipline and monitors remedial action and performance

improvement.

Customer Policy

Customer policy serves as a guide on how to approach customer service.

STAMEBLISS CAFÉ set policies and procedures that create a service team for the overall

attitude of customer service to ensure customer`s success and happiness. STAMEBLISS

CAFÉ ensures that consistent and harmonious customer interaction and their needs are

satisfied and fulfilled without bias. This includes, payment policy, terms and condition,

return and exchange policy that clarify customer inquiries as well as gathering feedback

and suggestions.
Payment Policy

Payments are available for purchasing Coffee products and K-Pop merchandise

such as PayPal, Bank transfer, and GCash. Accepted currency in every payment

should be in Philippine Peso (Php). Customers can approach the staff if the

mentioned payment methods are not available to them.

Terms and Conditions

1. Vendor Setup. Before the payment of any Vendor invoice, the Vendor must

deliver to Enterprise the following:

(a) an executed Merchandise Vendor Agreement, which incorporates

these Terms and Conditions, and

(b) a certificate of insurance evidencing such insurance required by this

Agreement and designating Enterprise as an Additional Insured and

Certificate Holder.

2. Orders. The enterprise may from time to time on behalf of the Client issue order

forms in written, electronic, or facsimile form (each, an “Order”) to the Vendor for

the delivery of certain merchandise being sold by Client (the “Merchandise”).

Unless otherwise agreed in writing by the parties, all Orders shall be governed by

and subject to the Agreement including these Terms and Conditions.

(a) Acceptance of Order. Each Order shall be deemed satisfactory to and

accepted by Vendor according to this Agreement if any shipment of

Merchandise is made or if signed by Vendor. The starting of additional or

different terms or the furnishing by Vendor of additional documents shall

modify the Order only if specifically agreed to in writing by Enterprise and

shall not affect acceptance of the Order by Vendor. The vendor hereby

agrees that its acceptance of an Order will form an enforceable agreement

notwithstanding that the Order and its acceptance may not be in a signed

writing.

(b) Changes. Until the related Merchandise is shipped by Vendor,

Enterprise may make changes in written, electronic, or facsimile form to

any Order, including changes in the specifications, methods of shipment,

packing, or time or place of delivery. If such changes result in an increase

or decrease in cost, or time required for the Vendor’s performance of the

Order, an equitable and reasonable adjustment shall be made in the price,

delivery schedule, or both. If such changes result in an increase in cost or

time, which is unacceptable to Enterprise, then Enterprise at its sole option

may cancel its request for such changes. There shall be no changes or

modifications to any Order by Vendor unless expressly consented to in

writing by Enterprise.

(c) Price Changes. Prices for our products are subject to change without

notice. We reserve the right at any time to modify or discontinue the

Service (or any part or content thereof) without notice at any time. We shall

not be liable to you or any third party for any modification, price change,

suspension, or discontinuance of the Service.

3. Returns.

(a) Enterprise, at its discretion at any time, may return to Vendor for full

credit or replacement, at Enterprise’s option and at Vendor’s risk and

expense, including transportation charges both ways, all or part of any

Merchandise that is below sample or standard, defective or in breach of

any warranties, expressed or implied, received late, containing excess

quantities or which is in any other manner not in compliance with this

Agreement or the related Order. If agreed by Enterprise and Vendor, or if

Vendor does not respond to an Enterprise return request within thirty (30)

days, Enterprise may destroy such Merchandise for credit, or dispose of

such Merchandise by any other means. The enterprise may impose a

service charge of 10% for returns of Merchandise according to this Section.

Cure of nonconforming tender may be made only with the consent of

Enterprise.

(b) Notice of defects in the Merchandise or any other breach by Vendor

under the terms of the Order will be considered made within a reasonable

time, if promptly made after being discovered by Enterprise or after

notification is given to Enterprise by its customers or the users of the

Merchandise. The return of such Merchandise shall not relieve the Vendor

from liability for failure to ship conforming Merchandise under the Order or

for liability concerning warranties or conditions, express or implied.

(c) Resale, repackaging, or repacking for resale shall not be considered as

 acceptance of the Merchandise to bar Enterprise’s right to reject such

Merchandise or to revoke acceptance.

(d) In addition to any other remedies available to Enterprise under this

Agreement or applicable law, upon Vendor’s material breach of this

Agreement, Enterprise at its option and without liability to Vendor, may

cancel any unshipped portion of any Orders and return prior deliveries to

Vendor for payment or credit, at Enterprise’s option.

4. Changes in Terms of Service

You can review the most current version of the Terms of Service at any

time at this page. We reserve the right, at our sole discretion, to update,

change or replace any part of these Terms of Service by posting updates

and changes to our website and page/s. It is your responsibility to check

our website periodically for changes. Your continued use of or access to

our website or the Service following the posting of any changes to these

Terms of Service constitutes acceptance of those changes.

Return and exchange policy

The café does not accept returns due to the perishable nature of coffee.

Management, on the other hand, is eager to solve issues as they arise. If

consumers have any issues with their purchased coffee or notice any mistakes in

their order, they may contact the store at infostameblisscafe@gmail.com or

09151439384 within two days of receiving it. STAMEBLISS Cafe will do all

necessary to ensure the satisfaction of all customers.

 In the case of KPOP merchandise, any returns or exchanges must be made

within 30 days of the purchase date. Items must be unused and in the same

condition as the customers got them to be eligible for a return. It also has to be in

its original packaging. It will be repaid in the form of store credit.

Employee Policy

Employees must understand their duties and responsibilities within the boundaries

that have been established. Within the workplace, there are some restrictions that they

must obey or follow. The disciplinary action that has been assigned to them in order to

address their workplace behavior and actions.

1. Respect and honest to customer and co-workers

2. Dress code: required uniform and accessories such as a face mask, apron, gloves,

name tags, etc.

3. Employees are responsible for cleaning and maintaining the equipment's

condition.

4. Employees are given a 90-minute lunch break.

5. When taking a leave of absence in the workplace, employees must have a valid

reason and must notify the general manager.

Offenses 1st 2nd 3rd 4th

1. Disrespecting and OW WW S T

dishonesty
 2. Failure to wear proper OW WW S

uniform

3. Failure to do the OW WW WW S

cleaning and

maintaining the

equipment

4. Employees who OW OW WW S

exceed the allotted

lunch break time

5. taking a leave of OW WW S T

absence without

notifying the manager

Table 4.2

Disciplinary Action

LEGEND:

OW: ORAL WARNING

WW: WRITTEN WARNING

S: SUSPENSION

T: TERMINATION

Hiring Process
 The STAMEBLISS Cafe future will be determined by its recruiting methods. Every

new employee will either help or hurt the business in terms of customer satisfaction,

growth, and profitability. Failure to follow proper hiring procedures will result in

underperforming employees as well as a waste of resources, money, and time.

Figure 4.2 Hiring Process of employee

Application

Application review entails reading each application received in order to determine whether

the candidate has the necessary skills, education, experience, or other qualifications for

the job.

Interviewing applicants

The interview is a critical step in the employee selection process. When conducted

properly, an interview allows the employer to determine whether an applicant's skills,

experience, and personality match the job's requirements.

Health examination

An employment health check is a type of health screening that is used to evaluate and

monitor potential health risks that may limit candidates' or employees' ability to perform

their job duties.

Making job offer

The final stage of recruitment and selection is making a job offer. When a candidate is

chosen, he or she will be given an offer letter that describes the position, job location, role,

responsibilities, remuneration, benefits, and a few company policies.

Compensation and Benefits

Salary of Personnel

Position Daily Monthly Yearly

Barista 528 14,784 177,360

Manager 642 17,976 215,976

Cafe worker 440 12,320 147,840

Concessionaire 700 19,600 235,200

Table 4.3

Mandatory Benefits

Position SSS Phil Pag ibig 13month

Barista (1,256.64),(665.28) 517.44 295.68 14,784

Manager (1,527.96),(808.92) 629.16 359.52 17,976

Cafe worker (1,047.2),(554.4) 431.2 246.4 12,320

Concessionaire (1,666),(882) 686 392 19,600

Table 4.4