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Department of Education
Caraga Region
Division of Butuan City
Agusan National High School
SENIOR HIGH SCHOOL DEPARTMENT

MARKETING PLAN
A Final Requirement in Principles of Marketing

Members:
Garces, Eian Cyrel C.
Jampac, Janroe Zion L.
Olvis. Henson C.
Asis, Chrisnairah Leigh H.
Cadenas, Rosa Mae
Madelo, Trisha B.

XI- Persson
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May 2024
Table of Contents

Title Page 1
Product/Service Description 3
THE COMPETITOR
The Marketing Mix:
Product 5
Place 5
Price 5
Promotion 5
S.W.O.T Analysis 6
THE MARKET
Target Market 7
Market Segmentation 7
The Market Area 9
The Market Demand 9
The Market Share 10
Marketing Strategy 11
Marketing Budget 11
REFLECTION 13
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Product Description

Empanada, a baked or fried pastry stuffed with any of a variety of fillings,

such as meat, cheese, vegetables, fruits, and other ingredients. Empanadas can
be found around the world, especially in Latin America, Spain, and Portugal.
They are made by folding a sheet of dough over the filling and sealing it before
cooking. The origin of the empanada is uncertain. The name, however, comes
from the Spanish word empanar, which means “to roll or cover.” (Laura Sicilano-
Rosen). Indulge in the culinary delight of our fried empanadas, carefully
prepared to tantalize your senses with every bite. At the heart of our recipe is a
commitment to quality ingredients and authentic flavors, ensuring a taste
experience that exceeds all expectations. Each empanada is lovingly filled with
a symphony of ingredients, from tender meat to fresh vegetables, all seasoned
to perfection with our secret spice blend. The result? A harmonious combination
of flavors that hits your palate and leaves you wanting more. But what truly sets
our empanadas apart is the cooking method. Instead of baking, we expertly fry
each empanada to achieve a crispy, golden crust that seals in the succulent
goodness within. This unique technique not only adds a satisfying crunch but
also enhances the depth of flavor, creating a culinary experience that is truly
unforgettable. With each bite, you'll experience the perfect balance of textures
and tastes, from the crispy exterior to the juicy filling bursting with flavor. In
addition to their exceptional taste, our fried empanadas offer a convenient and
satisfying meal option for any occasion. Whether you're looking for a quick snack on the
go or a hearty meal to enjoy with family and friends, our empanadas are sure to
satisfy. Plus, their portable nature makes them perfect for picnics, parties,
or whenever you want a tasty treat. our fried empanadas are more than just a snack,
they are a culinary masterpiece designed to delight your senses and satisfy your
cravings. From the first crunchy bite to the last salty bite, each empanada promises
a taste adventure like no other. So why wait? Dive into a world of culinary bliss and
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experience the magic of our fried empanadas today. With every bite, you can taste
the passion and dedication that goes into creating these delicious treats. Treat yourself
to the best pleasure and find out why our empanadas are the talk of the town. Don't
miss the chance to improve your snack with our irresistible fried empanadas. Join the
countless satisfied customers who have made our empanadas a staple of their culinary
repertoire. Whether you enjoy them alone or share them with loved ones, our
empanadas are sure to leave a lasting impression.

Furthermore, the product can satisfy and fulfill hugeness to the customer who has
a budgeted allowance. This product will keep in your mind after eating, because its not
just a fried empanada, it’s more on customer hunger fulfilling and budget friendly price,
together with it is heavy on your stomach. Every piece of this empanada can make big
fulfillment in your stomach.

Sample Picture of the Product

THE COMPETITOR

Competitors is about to know but more on to learn the strengths, weaknesses,

product and marketing strategies of the company’s competitor in the same industry.
This will pinpoint the opportunities and aspiration for differentiation, contemplate the
possible trends in the industry, and put in place of effective strategies to obtain a
competitive edge. Conducting a thorough assessment will enable to understand what
the competitors could offer and what customer want that can make thorough move
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and expanding the company’s own offerings to satisfy those discontented or

unconvinced customer of what they want or needs. In general, it will help the
company’s understanding the market’s better competition in competitive strategies.

A. The Marketing Mix

The table below will show the Marketing Mix, it is referring to the 4P’s (Product ,
Price, Place, And Promotion), this set of controllable variables that can be
strategically manipulate to the customers satisfaction of their wants and needs,
achieving the organizational goals, and competitive advantage will be obtained.
Together with these four elements, the company will be effectively and efficiently
reach it's the target customer or audience, differentiating on its own from
competitors, and customer satisfaction will be managed. Moreover, this will help the
visualization of the company where the product level among competitors, including
what they need to do to harmonize themselves separately.

Marketing Mix Competitor Empanada Station

Product Tisay’s Empanada making Empanada station will

a two version of their produce an empanada
empanada called, with only one version,
Empanada (is the original which is the original size
size of empanada ) and but with variety of flavors
Empanadita ( is the smaller Ps: (Lahi-lahi nasulod sa
version of original size). empanada) we will be
producing an unique fried
emapanada that
everyone haven’t taste
yet.

Price Emapanada cost Php 10 Empanada cost Php 12

Empanadita cost Php 7 each piece and any

each piece, and walk in. flavors or what’s inside in
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the wrap.

Place Many empanada The shop will be located at

businesses were everyone A. D Curato Street and
can buy and eat their Empanada Station is
favorite empanada, but Planning to sell to any
Tisay’s empanada located online shop and delivery
at Barangay Libertad, app.
Butuan City, Philippines, in
other hands, is selling
online using their
Facebook Page.

Promotion The competitor is Empanda Station will

attracting larger customer promote their product
because of their using digital marketing. The
promotional post on social business will offer a Buy 10
media and easy to find pieces Less 10 pesos “less
their shop because they 10 pesos every 10 pieces
put where they located on of empanda they
the Facebook Page. purchase”.

B. SWOT Analysis:

In the table below shows the strategic planning tool that can help the
organizations to evaluate the internal strengths and weaknesses, together with
their external opportunities and threats. At the side of examining these factors,
the company will also obtain the insights into a competitive finding. This analysis
will also help the competitor’s status will be visible and measure their
performances, what are they going to improve or to make an action on the
problems that are coming in the future.

SWOT Tisay’s Empanada Empanada Station

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Strengths  Has a permanent  Budget friendly

place. price.
 Flexibility of time.  Creative ideas.
 Access to wider  Variety of flavoring.
audience.  Good
 Producing communication skills
efficiently. (Sales talk).
 Veteran of doing
their product.

Weaknesses  Difficulty of using  Lacking knowledge

digital market about business
 Need to ride to their  Limited funds
location

Opportunities  Increasing demands  Adopting new

 Many customers trends in market
can accommodate  Interest in online
in their place selling
 Far from  Advantage of the
competitors has a area, where there
same product are only few
competitors in the
area

Threats  Competing with  Bugos buyers in

malls even if they online
don’t the same  Competition from a
product. larger retailer
 Decreasing their
sales online

THE MARKET
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A. Target Market
The targewill bef emapanada like the product that we call “Empanadas”,
empanada is will be sell into people who’s having eating habit, budgeted
allowance, and for everyone who likes to eat empanada. This individual or
group tend to be knowledgeable about the taste and the process of
emapanada to be sure that the food is safe to eat. If they’re in the tight
budget nothing to worry about because the “Empanadas” is budget friendly
and we also offer “buy 10 pieces less 10 pesos” it means if you purchase 10
pieces of empanada with variety of flavors, less 10 pesos of the original
prices.
B. Market Segmentation

In this figure, you will know the segmentation of the market. It will divide into
four group factors or segment such as; Geographic, Demographic,
Psychologic, and Behavioral factors. Each factor or segment will share a
common characteristic that enable the brand to be creative and focused
on targeted product, that offers and experience the target market of
Empanada Station.

Geographic Region: Caraga

City/Municipality: Butuan

Country: Philippines

City Population: 392,173

City Size: 817.3 km^2

Demographic Age:

Any ages (except infant, have

allergies in the ingredients, and
recommend by doctor not to eat)

Gender:

All Gender
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Lifecyle:

Teenagers and Adult

Income: 20 to 100 pesos a day

Occupation; Students, Professionals,

and minimum wage workers

Education:

Any education level.

Religion:

Any Religion Ps: (we have flavors that

e allowed to eat by any religion)

Psychographic Social Class:

Any class

Lifestyle;

Individuals, Groups, and Family

Who likes to eat bonding

Personality:

Like to eat empanada

Behavioral  First time to eat empanada

 Regular
 Favorites is empanada
 Likes to eat snack
 Devoted customers

C. Market Area and Demand

By adapting and analyzing the market area and demand, the business
can identify potential market and potential audiences, unseen opportunities,
and optimizing the strategies in market, mending the offerings will effectively
gain the satisfaction of customer wants and need. Deep understanding of
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the market area and demand is crucial to make the business decisions
infomed and to be competitive.

1.Market Area

Empanada Station Products is covered the located are of A. D Curato Street

since the shop will be in that area. And Empanadas together with other part ot Butuan
City is planning to have or to sell online and in delivery app.

The figure above is showing the map of the area where the shop is located.

2. Market Demand

Empanada Station Product, Empanadas has a greater demand in the market.

According to the survey that company conducted the demand of empanadas is
about 35%, much higher than other food products in the market such as (bread, fries,
etc.) is generally accumulated is 50%. In addition, this survey was conducted with 15
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people in Agusan National High School, and in Guingona Park with ages of from 16 to
20 years old who were asked to answer the questions in the survey.

Based on the survey that the company was conducted the market demand for
Empanada in Agusan National High School and Guingona Park can be estimated such
as;

 The total number of people from Agusan National High School and Guingona
Park
In the target market: 15
 The Percentahe of the target market that would like to buy and eat our
empanada: 35%
 The total of market demand for Empanadas 15 x 35% = 5.25

As a result, the market demand for empanada in Agusan National High School
and Guingona Park is estimated into 5 individuals in total of 15 people within the
area.

D, Market Share

The following is the analysis of the computation of market share.

Company Sales
Market share = x 100
Total Market Sales
10000
= x 100
100000

= 0.1 x 100

Market share = 10%

Below is the illustration of the market share along with the competitor.
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Empanada Station
10%

10000

100000
Tisay's Empanada
90%