Kingfisher School of Business and Finance: Bottled Dried Danggit Business Plan

Kingfisher School of Business and Finance
Contents
Chapter 1: Introduction............................................................................................................... 2
A. Company Background ................................................................................................. 3
B. Vision ........................................................................................................................... 4
C. Mission ........................................................................................................................ 4
D. Objectives .................................................................................................................... 4
E. History ......................................................................................................................... 5
F. Product ........................................................................................................................ 6
1. Features ...................................................................................................................... 6
2. Benefits........................................................................................................................ 6
G. Location ....................................................................................................................... 7
H. SWOT Analysis ............................................................................................................ 8
Strengths ............................................................................................................................ 8
Weaknesses ....................................................................................................................... 9
Opportunities .....................................................................................................................10
Threats ..............................................................................................................................11
Chapter 2: Industry Analysis .....................................................................................................13
A. Industry Overview 13
B. Supply 14
C. Demand 15
D. Porter’s Five Force Model 16
Bargaining Power of Supplier 16
Bargaining Power of Consumer 16
Threat of New Entrance 16
Threat of Substitutes 16
Competitive Rivalry Between Existing Players 17
E. Suppliers’ Information 17
Carrera, R.R., Aquino, S., Manongdo, J., et. al. 1

Chapter 1: Introduction
The bottling process had long been used by people to preserve food not just for their
consumption but also for sale to other people. Bottled products such as tuyo, bangus, squid,
shellfish and the like are now gaining popularity and increasing demand in the market because
they provide readily available food that anyone can enjoy. Similar to other processed food,
bottled products have long shelf life but are much healthier because it uses no preservatives
and undergoes natural processing. These are some of the main reasons why the business has
come up with the idea of bottling dried danggit. In addition, the bottling process used in
preparing the product is quite easy to learn and do unlike other types of processing.
On the other hand, the primary significance of our study is directed towards the potential
customers. This is because the business will provide them with a ready-to-eat food that they can
avail and enjoy without worrying about the preparation. The proponents will also provide them a
new way eating dried danggit with less concern about preservatives because the product is
naturally prepared.
Furthermore, readers such as businessmen, manufacturers, and aqua specialists can
also benefit from this study through the additional knowledge that can help them expand their
own businesses and researches. Likewise, the study is also significant to the community in
general because of the additional future work that the proponents can create if the business can
be established successfully. With the increased awareness of the bottling process, ordinary
people can also earn income by creating their own products.

A. Company Background
Señorita’s Gourmet Dried Danggit is a business that offers bottled dried danggit, another
variety of gourmet processed fish soaked in special oils and spices. It comes in different styles
and flavors such as in corn oil, olive oil, Spanish style, hot and spicy, sweet and spicy, and
vinaigrette. The business is a manufacturing company that produces the bottled dried danggit
and distributes it to the market. It will focus on distributing its product to its target markets such
as pasalubong centers, restaurants, supermarkets and other retailing businesses which the
company will establish contracts with them. The target market also consists of OFWs and
tourists who visit in the province.
The business will be located in Barangay Lasip Chico, De Venecia Road, Dagupan City
in a commercial space rented by the proponents. This location is chosen because of its
availability, reasonable price, and it is near to many restaurants which the company can sell its
products to.
The business will be organized as a partnership whereas partners’ initial capital
investments and share in the business will be equal. Based on the proponents’ research, the
initial investment of the business is approximately Php 100,000 which includes the equipment
needed, rent, and its primary inputs such as the dried danggit, oils, other ingredients, and jars.
The return on investment of this kind of business is 10-15% based on the product of Bonuan’s
Best, a business distributing a similar product.
On the right side of this section the image
of the business’ name and logo. The name
Señorita’s Gourmet Dried Danggit is based on the
Spanish word señorita which means a title or form
of address used of or to a Spanish-speaking

unmarried woman, corresponding to Miss. But in the Philippines a señorita is known as a high
class woman, and the main input, dried danggit, is also known as a high valued product
because of its high price in the market. A señorita is also known as living an easy and
convenient life because of their status, and the product it is also easy and convenient because it
does not need to be cooked by its consumers. The logo includes the name of the business and
a crown which can symbolize wealth, referring to the lifestyle of a señorita.
B. Vision
To be one of the leading manufacturers and distributors of bottled dried danggit in
Region 1.
C. Mission
To provide ready-to-eat variants of bottled dried danggit prepared through natural food
processing that can be conveniently enjoyed by anyone. And to establish a profitable customer
relationship by continuously serving innovative variants of bottled dried danggit that can
enhance customer satisfaction.
D. Objectives
 To earn profit and generate at least 10% return on investment (ROI) on the first year of
operations, and to have a growth rate of at least 10% in ROI for the next 5 business
years thereafter by manufacturing and distributing bottled danggit to potential customers.
 To increase sales for the next 5 business years by at least 10% through extensive
product differentiation marketing strategy.
 To expand operations for the next 5 years by increasing annual production by at least
10% and distributing the products to places outside Pangasinan.

E. History
Bottling is a relatively simple method of preserving food. It dates back to the late 18th
century in France when Napoleon and the French government hoped to find a more effective
way to feed his troops, so a prize of 12,000 francs was offered to anyone who could resolve
their issue. Nicholas Appert conceived the idea of preserving food in bottles. After 15 years of
experimentation, he realized if food is sufficiently heated and sealed in an airtight container, it
will not spoil. Appert's process involved the killing of the bacteria by heating followed by
exclusion from further contamination in a sealed container. By 1809, Appert had perfected his
method of preserving food in glass airtight containers and won the prize.
Food bottling businesses started in the Philippines in as early as 2000s, but only gained
popularity in 2012. It is because canning, an alternative food processing, is more popular in the
country. It was also a way for preserving excess or seasonal supplies of some foods. In
Zamboanga, bottling tuyo became a concept when their supply is large. The excess tuyo is
processed further into bottles, so as to create a product out of the excess. After homeowners
began exploring the business of food bottling, numerous products and sellers began appearing
in the market. It then became a good business opportunity for individuals who are considering a
business with an average start-up capital and a potential return.
Bottled food products became popular as pasalubong or gifts and were even exported
due to its popularity and quality. The most common food being processed is seafood such as
tuyo, bangus, sardines, and squid. These products appeal to Filipinos not only for their fancy
packaging but also for the thought of buying 'gourmet' seafood. “The business itself has shown
that it is financially viable and ready to join the global market”, says Connie Gonzales of
Connie’s Kitchen, a food bottling business. Now, the Technical Education and Skills
Development Authority (TESDA) and the Department of Science and Technology (DOST) offer
tutorials and teaches bottling process to anyone interested.

F. Product
1. Features
The business will be manufacturing and distributing a product that will enhance
and offer new ways to appreciate the flavor of dried danggit which is a small thin salted
dried fish. Specifically, the business will be using dried danggit from Bolinao because it
is less salty compared to those bought in manila.Afterwards, The dried danggit will be
bottled together with different spices or oils in which different styles and flavors will be
offered namely dried danggit in corn oil or olive oil, Spanish style, hot and spicy, sweet
and spicy and vinaigrette. Afterwards, the bottled dried danngit will be processed in a
pressure cooker that will prolong its life without the need of preservatives.
This product will give our target market to enjoy a more flavorful dried danggit in
a healthy way. Moreover, it will provide convenience because the product will be ready-
to-eat whenever and wherever.
2. Benefits
Product
Features and
Benefits
Bottled Dried Danggit Bottled Bangus Bottled Tuyo
Bangus coming from
Taste Dried Danggit from Bonuan are more
Bolinao is less salty delicious compared to Tuyo, like danggit, is a
than those usually those in other places salty dried fish.
bought in Manila. like Bolinao, Alaminos,
Pampanga and others.
Bonuan Bangus has Tuyo is a dried tiny
Dried Danggit is a small
Appearance small mouth, short elongated salted dried
thin salted dried fish.
round head, shorter fish.

lower fin and finer,

shinier and visibly
smaller scales.
Dried Danggit in corn
Flavors and Styles oil or olive oil, Spanish Bangus in corn oil or
Tuyo in corn oil or olive
Offered Style, hot and spicy, olive oil, Spanish Style,
oil, hot and spicy.
sweet and spicy and hot and spicy
vinaigrette.
Nutritional Value ( 80 grams )
Calorie Content 232 152 169
Protein 50 g 21.1 g 34 g
Vitamin A 2% 3% 3%
Vitamin C 13% 0% 0%
Calcium 5% 6% 17%
Iron 11% 5% 11%
G. Location
Señorita’s Gourmet Dried Danggit will be located in Barangay Lasip Chico, De Venecia
Road, Dagupan City wherein a commercial space will be rented for a price of Php 8, 000 per
month. The commercial space is currently owned by Ms. Catherine Claridad with an area of
12.67 sq. m which is enough for the business to carry its operations. The place will be used to
set up the equipment invested for the processing of dried danggit. All raw materials and supplies
will be stored in the place also.

This location is chosen because of its
convenience for the following reasons: First, most of
the suppliers can be reached from that point to their
places at a low cost because the place is located
along the highway and public vehicles are readily
available in the place. Second, the highway is a main
road that public and private vehicles use, so, the
business will be exposed to those who pass the road
and creates the knowledge of existence of the
business and the product itself. Lastly, the target
markets of the business, which will mostly consist of
restaurants, pasalubong centers, and supermarkets,
are located near the place. For instance, Panaderia Antonio, Jech's Restaurant, Arestogracia,
and Villa Isabelle Restaurant are located in that same barangay. Additionally, there is no
problem in finding a courier for the products to be delivered to nearby municipalities because
the service is offered by many businesses in the city.
H. SWOT Analysis
Strengths
 First Mover Advantage
Being the first to offer bottled dried danggit in Pangasinan, the business
will have first mover advantage. This can be gained by businesses who first
introduce a new product or service in the market. It is hard to maintain this
advantage because of ease of entry, but the business, as a first mover, will use
the additional time they have to improve their product. This will help the business

establish strong brand recognition and customer loyalty before other entrants in
the market arise.
 New Variants Will Be Offered
The business will use flavors to its product such as in corn oil, olive oil,
Spanish style, hot and spicy, sweet and spicy, and vinaigrette. Some of these
flavors are not yet used by its competitors. This will be an edge of the business
because it will offer the bottled dried danggit with new variants that the others do
not offer. This can be maintained by innovating and using new or other flavors
that will suit the product.
 Operational Capabilities Possessed by the Proponents of the Business
The proponents of the business possess operational capabilities that will
help the business to maintain and continue its operations. These include
knowledge in cooking, packaging, and distributing the product. With these, they
can assure that they are providing value to their buyers. It can be maintained by
continuous learning and gaining experience.
Weaknesses
 High cost of inputs
One of the weaknesses of the business is the high cost of inputs. The
danggit in the market is more costly than other fishes used by the competitors.
Also, bottles and olive oil are also expensive. It can affect the selling price of the
product. In order to overcome this, the business will purchase and use the inputs
strategically and with proper care so that the wastes and costs can be minimized.

 New entrant
Being a new entrant will be a challenge to the business because it has
not yet built good relationships with its customers and suppliers. Also, their
competitors are already well-established and the product is new to the customers
so it is probable that they will not patronize it yet. To overcome this weakness,
the business will choose its target market and formulate strategy of how market
will accept the product which includes proper research and marketing.
Opportunities
 Export Potential
This kind of product has been known to have high export potential.
Exporting the product can ensure increase in sales and sales potential in
general. While local customers buy the product in small quantity, businesses
abroad might order a bulk of the product which inevitably leads to increased
profits. Also, by exporting the product, the business can gain global market
share. By going international, the company will participate in the global market
and gain a piece of their share from the huge international marketplace. But
before having the potential to be exported, the product must first be known
locally.
 Rising Popularity of Bottled Products
The popularity in the market of bottled products has substantially
increased because of the convenience and benefits it provides. It will be an good
opportunity for the business to capture customers and create a name of its own
while this kind of business is still booming.

Threats
 Ease of entry
Producing bottled gourmet dried danggit is not that complicated as long
as procedures are followed properly. This entails an ease of entry in the said
business. It is a negative factor because it can decrease profit or worst, might
result to business exiting the market. If the producers increase, it might be more
than enough to cover the demand for the product and losses will be probable.
The threat can be overcome by advertising, in a way by creating promotional
activities like participating in bazaars, conventions and trade fairs. In these ways,
the product can be well known and can attract loyal customers.
 Substitution
The availability of substitute products is a threat because instead of
customers patronizing the business’ product, they have an option to purchase
similar products that offer similar benefits. In effect, the ability to be profitable is
affected negatively. Potential profit can decrease because of increase in
competition. This can be mitigated by promoting the product is more in value
than in other similar businesses. When the value established in the beginning
years of the business established properly, it is harder to find substitutes that will
fit the customer demands.
 Variability of Demand
There is an unstable demand of customers because they see the product
as more of a pasalubong rather than a day-to-day dish. This can be overcomed
by innovating existing variants or developing new ones which can be perceived
by customers as a daily necessity rather than a rare dish.

References
Calories in Dried Danggit. (2015). Retrieved on January 30, 2018.http://www.myfitnesspal.com/
food/calories/generic-dried-danggit-33387654
Gourmet tuyo (dried herring) in spicy oil. (2017). Retrieved on November 29, 2017. URL:
http://www.foxyfolksy.com/gourmet-tuyo-dried-herring/
Mendoza, J. M. (2015). When the lowly tuyo becomes a gourmet delicacy. Retrieved on
November 29, 2017. URL: http://m.sunstar.com.ph/davao/lifestyle/2015/09/24/when-
lowly-tuyo-becomes-gourmet-delicacy-432223
Ramos, R. (2012). Gourmet tuyo - perfect gift and perfect selling business. Retrieved on
November 28, 2017. URL: https://rosecruzramos.blogspot.com/2012/11/gourmet-tuyo-
perfect-gift-and-perfect.html?m=1
Rimm, R. (n.d.) What Are the Benefits of Dried-Fish Retailing. Retrieved on November 30, 2017.
URL: http://smallbusiness.chron.com/benefits-driedfish-retailing-16080.html
Tantengco, C. (2013). Retrieved on January 30, 2018. The Sweet, The Savory, And The Sea:
The Food Of Pangasinan. URL: http://www.gmanetwork.com/news/newstv/biyaheni
drew/312379/the-sweet-the-savory-and-the-sea-the-food-of-pangasinan/story/

Chapter 2: Industry Analysis
A. Industry Overview
The industry to which the business generally belongs is the fish drying industry in the
Philippines. It includes various dried fish products such as tuyo, dilis, pingka, and the well-
known product of Cebu, dried danggit. In order to improve the products of this industry,
however, the proponents will incorporate some innovation through the use of bottling process.
And this is the basis for specifically categorizing our proposed business in the bottling industry.
On the other hand, the proponents will also consider different factors that can affect the
business operations. First are the economic factors such as customers’ taste and preferences,
customers’ expectations and the number of customers in the market. A small change in these
variables can have a great impact on the ability to maintain stable demand and sustain
profitability. Second, environmental factors can also affect the operation. A good example is the
availability of dried danggit during rainy season wherein limited quantity can be observed in the
market and this imposes constraint in the supply. Likewise, the number of tourists visiting
different places in Pangasinan gradually declines during the rainy season and increases in
summer causing unstable demand patterns.
Third, social and cultural factor can also affect the business. For instance, a report
released by Nielsen in 2015 that one of the two emerging products trends among Filipinos are
products made of natural ingredients, which means that Filipinos are now becoming more health
conscious, this will help the business to attract more consumers in its target market that consists
of middle to higher income earners especially those that are health conscious. Lastly,
demographic factors have also an effect in the business. For example, a low level of income per
person can affect the sales of the business because when people have insufficient funds to buy
the product they will look for cheaper substitutes. This in return decreases the income that could
be generated by the business. Aside from that, the continuous growth of population could affect

the business in terms of a larger number of consumers which increases market demand.
However, higher population without appropriate increase in income level per person could result
to a reduction in the family's income due to the increase in the number of members in a family to
feed which will cause it to look for cheaper substitutes which then again decreases the sales of
the business.
After considering these factors another thing that must be considered is the gap between
the demand and supply. In this business the gap between the supply and demand ranges 48
bottles a month for a particular vendor of gourmet tuyo, and over 220 bottles per month by a
vendor of bottled bangus.
B. Supply
There is no existing seller of bottled dried danggit in the market in Region 1. Dried
danggit is normally sold as daing in towns near coastal areas and are distributed to other towns.
Besides undergoing drying, danggit is not processed further. Its supply is also subject to
seasonal conditions, wet and dry. The supply is high during dry season due to favourable
weather, however, during wet season suppliers of danggit faces the difficulties of thoroughly
undergoing drying, so the supply is less during this season. Moreover they can dry from 200 up
to 400 kilograms of danggit in a month.
There are alternative products of bottled dried danggit already existing in the market
such as gourmet tuyo, bottled bangus, and gourmet pusit. These products undergo similar
processes before being able to reach the shelves of sellers. Numerous sellers exist and so the
supply of these products is also high. For example according to seller A, a producer of bottled
bangus, their weekly supply is approximately 220 bottles in a month. Seller B supplies gourmet
tuyo at 48 bottles a month to pasalubong centers. Lastly, seller C could supply both gourmet
tuyo and bottled bangus at 355 bottles per week. Also, according to the producers of these

products, the supply doubles during the peak season which is usually Christmas due to the
demand for these products that are given as gifts.
C. Demand
According to an interview with Sir Jose Gamboa of BFAR, the demand for the similar
bottled products such as bottled tuyo and bottled bangus are high in terms of wholesale
distributions. There are several producers of bottled products here in Dagupan City. Based on
an interview with different sellers, there are some who cannot satisfy the high demand of the
product. For instance, distributors of bottled bangus demand for a monthly supply of at least 8 to
10 boxes with 24 bottles per boxes for an average total of 220 bottles per month. This kind of
demand cannot be easily resolved because of some reasons such as lack of sufficient
equipment to accommodate the demand on time, lack of workforce because many of the
businesses engaged in the bottling process are mostly home based, and some raw materials
are seasonal so there are times that the quantity and costs vary due to this factor.
Another similar product which has the same demand for wholesale distribution is bottled
tuyo. Similarly, the demand for bottled tuyo faces the same dilemma. An average of 2 boxes
containing 24 bottles or an average of 48 bottles are ordered by each distributors monthly.
However, for the peak seasons such as holidays and town festivals, the demand cannot be
easily accommodated and even the distributors can anticipate the increase in the demand of the
final consumers for the product, the supplier may not still be able to satisfy the said demand for
the same reasons as bottled bangus.
To another seller of both products, the weekly demand of 355 bottles can be satisfied
locally. However, for the demand for exportation, the seller cannot satisfy the minimum demand
of 10 to 20 tons to cover all expenses. Thus, to satisfy this demand, a larger operation will be
needed.

D. Porter’s Five Force Model
 Bargaining Power of Supplier - MODERATE
The bargaining power of the suppliers is set to a moderate level because
the suppliers of dried danggit can set their prices to a higher level when harvests
are low because of calamities like weather conditions, typhoons, red tides, and
the like. The business cannot argue with suppliers because they are needed to
supply the product’s inputs. Its resolution is to buy to other suppliers not affected
by the calamities. So the bargaining power of the suppliers is moderate.
 Bargaining Power of Consumer - LOW
The bargaining power of consumers is set to a low level because
consumers have small power to adjust the prices of the product. They can lower
prices by ordering bulk orders from the business thereby availing sales
discounts. But consumers who buy only one or two bottles from retailers cannot
avail this discount.
 Threat of New Entrance - MODERATE
The threat of new entrance is also set to a moderate level because
anyone who has the basic knowledge and techniques in cooking and has time to
undergo necessary training can enter the bottling industry. Also, anyone who has
the minimum start-up capital of Php 100, 000 can enter the business along with
its other requirements like the equipment, location, and the ingredients needed.
 Threat of Substitutes - HIGH
There is a high level of threats of substitutes of the product. This is high
because this industry has a lot of competitors directly and indirectly. Direct
competitors are those who are existing business engaged in the bottling industry

like Maldita’s, Mama Cili, and Bonuan’s Best. The business is not established yet
so consumers are likely to buy from these existing business establishments.
Indirect competitors are substitutes of the product like fresh fish and other
seafood that the consumers can buy as an alternative of the product. These
indirect competitors are not limited to these marine products but also other food
products that consumers want to buy instead of the product.
 Competitive Rivalry Between Existing Players - MODERATE
The competitive rivalry between existing players is set to a moderate
level. Through our observations, there are no or few advertisements marketing
this kind of industry. Few businesses set up advertisements through social media
to raise awareness or let consumers order their products there. This can explain
why few people know that these kinds of products exist. Though there are many
competitors, only few set up strategies to publicize their business. That is why
competitive rivalry between existing players is moderately set.
E. Suppliers’ Information
 Marilou's Shellcraft and Driedfish Dealer - Goyoden, Bolinao, Pangasinan
The business chose Marilou's Shellcraft and Driedfish Dealer as its
supplier of dried danggit, the main input of the product, because the dried danggit
it offers is less salty than dried danggit of other suppliers. Also, it is situated at
Bolinao where the dried danggit is cheaper compared to others which come from
other places. The price of dried danggit that this business sells is Php 550-600
per kilo.
 MCL Canning Services and Dried Fish Retailer - Dagupan City
 McAdore Public Market - Dagupan City

 CSI Square - Dagupan City
 Synergos Packaging - Perez Boulevard, San Carlos City, Pangasinan
The business chose Synergos Packaging as its supplier of bottles which
is the packaging of the gourmet dried danggit. It is located within Pangasinan
which is near to the place of business making it convenient for the proponents.
Also, their products are of quality standards because they are an authorized
distributor of the San Miguel Yamamura Packaging Corporation. The price of
their 8 oz. bottles ranges at _________.
References
Altomonte, C. (2016) Gift Ideas! Bottled Food Products That Are Proudly Pinoy. Retrieved on
February 12, 2018. URL: https://www.yummy.ph/news-trends/gift-ideas-bottled-food-
products-that-are-proudly-pinoy-a518-20161208
Bottle distributing companies in Pangasinan. (2017). Retrieved on February 14, 2018. URL:
https://www.facebook.com/synergos.packaging/
Delayco, M.L. (2017). Has the market become more health conscious. Retrieved on February
12, 2018. URL: http://www.manilatimes.net/market-become-health-conscious/308429/
Gavilan, J. (2015). Preventing food contamination: 5 ways to ensure food safety. Retrieved on
February 12, 2018. URL: https://www.rappler.com/move-ph/issues/hunger/89988-food-
safety-tips
Meredith, L. (2017). The Brief History of Canning Food. Retrieved on February 12, 2018. URL:
https://www.thespruce.com/brief-history-of-canning-food-1327429

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Kingfisher School of Business and Finance

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 1

Furthermore, readers such as businessmen, manufacturers, and aqua specialists can

people can also earn income by creating their own products.

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 2

tourists who visit in the province.

The business will be organized as a partnership whereas partners’ initial capital

Best, a business distributing a similar product.

On the right side of this section the image

of the business’ name and logo. The name

Señorita’s Gourmet Dried Danggit is based on the

Spanish word señorita which means a title or form

of address used of or to a Spanish-speaking

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 3

a crown which can symbolize wealth, referring to the lifestyle of a señorita.

To be one of the leading manufacturers and distributors of bottled dried danggit in

enhance customer satisfaction.

years thereafter by manufacturing and distributing bottled danggit to potential customers.

product differentiation marketing strategy.

10% and distributing the products to places outside Pangasinan.

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 4

experimentation, he realized if food is sufficiently heated and sealed in an airtight container, it

business with an average start-up capital and a potential return.

tutorials and teaches bottling process to anyone interested.

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 5

to-eat whenever and wherever.

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 6

lower fin and finer,

Nutritional Value ( 80 grams )

Calorie Content 232 152 169

Iron 11% 5% 11%

will be stored in the place also.

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 7

This location is chosen because of its

convenience for the following reasons: First, most of

the suppliers can be reached from that point to their

places at a low cost because the place is located

along the highway and public vehicles are readily

available in the place. Second, the highway is a main

road that public and private vehicles use, so, the

business will be exposed to those who pass the road

and creates the knowledge of existence of the

business and the product itself. Lastly, the target

markets of the business, which will mostly consist of

restaurants, pasalubong centers, and supermarkets,

the service is offered by many businesses in the city.

 First Mover Advantage

introduce a new product or service in the market. It is hard to maintain this

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 8

the market arise.

 New Variants Will Be Offered

that will suit the product.

 Operational Capabilities Possessed by the Proponents of the Business

The proponents of the business possess operational capabilities that will

continuous learning and gaining experience.

 High cost of inputs

Carrera, R.R., Aquino, S., Manongdo, J., et. al. 9

Being a new entrant will be a challenge to the business because it has

 Rising Popularity of Bottled Products

The popularity in the market of bottled products has substantially

increased because of the convenience and benefits it provides. It will be an good

while this kind of business is still booming.