Pamantasan ng Lungsod ng Maynila

Ermita, Manila

Development of New Enterprise

Overview of

Dayen's Catering Services

Submitted by:
Marjorie Villaflor Petalio
BBM MBA
2012-62091

Product Tag line:

Customer's satisfaction is our utmost concern

'Our Kitchen will always seek towards delivering what

you truly want with the best that we already have and
strive to have

INTRODUCTION:
Dayen's Catering Services is an off premise caterer specializing in
weddings, private parties and government events. We remain
and will continue to deliver to our clients, exemplary food quality and
efficient and courteous service.
Dayen's was established in 1994 by Mrs. Marlina Cordero. It was created in
her greatest desire to build a business that could sustain her family and her
children's education.
In the earlier months of year 2000, Dayen's Catering Services (DCS) has then
expanded to home events like birthdays, house blessings, weddings,
baptisms, wakes, anniversaries, fiestas, and even to a larger government and
private establishments.

INTRODUCTION:
In the year 2003, Dayens Catering Service was the first to introduce
controlled buffet which is more efficient compared to the traditional
open buffet set up.
Today, Dayens Catering Services remained to be one of the top caterers
In Biliran despite the new and emerging competitors.

Dayen's Vision
Dayens Catering Services aims to be the leading consumer
choice in the catering industry in the Biliran Province and
the trendsetter in innovating products and services which will
give way to future expansions
Dayen's Mission
Product Development
Customer Service
Quality
People
Social Responsibility

Firms objectives for the upcoming year are as follows:

To sustain and improve the quality of products and services
that we deliver to our customers.
To introduce and reinforce new product packages that
would suit to the affordability of our customers.
To innovate new menus that meets the changing tastes
and preferences of all market segments.
To have a solid and frequent communication with the
customers for a lasting concrete relationship with them.

 To motivate the member of the workforce to be more efficient

and exercise exceptional service towards the clients.
To train the staff posted with the new techniques and ways of
customer service.
To fix and restore equipments as well as the means of transportation
to have efficient, timely and cost effective way of delivering food
and service to the clients.

Situation Analysis:
A.Marketing Summary
Dayens Catering Services has a good knowledge about their
market and knows a great deal about the common characteristics
the industry have.
1. Market Demographics
Dayens Catering Services caters food and services
throughout
the province of Biliran. There are 27,907 households in the province
with an average size of 5.02 persons.

2. Market Needs
Customer Service consistent, unparalleled and exceptional
service
Constant Innovation
Quality Food and Service

Demand Analysis
Products Offered by caterers

Estimated No.s of Reservations

T Products Offered by Caterers

Food and
Services
2880
Estimated
Numbers
of Reservations,2011
Percentage
Share
Services
Only
1980
Food and Services
2880 Food Orders Only
1440
39.02%
ServicesRentals
Only Only
1080
1980
Estimated Demand
7380 no.s of reservations
26.83%
Food Orders Only
1440
19.51%
Rentals Only
1080
14.63%
Estimated Demand
7380 numbers of reservations

Percentage Share

39.02%
26.83%
19.51%
14.63%
100%

3. Market Trends

POTENTIAL ENTRANTS
POTENTIAL ENTRANTS

Porter Model

the possible entry of JOLLIBEE and other

the possible entry of JOLLIBEE and other
fast food in the province
fast food in the province
Caterers from other place like the
Caterers from other place like the
KANANGGA Catering.
KANANGGA Catering.

SUPPLIERS
SUPPLIERS
Nenengs Meat Shop
Nenengs Meat Shop

INDUSTRY COMPETITORS
INDUSTRY COMPETITORS

Magnolia Chicken
Magnolia Chicken

Jullianas Catering Services

Jullianas Catering Services

Kanos Fresh Veges

Kanos Fresh Veges

Salvatierras Catering Services

Salvatierras Catering Services

Pasayan, Noos Og Uban

Pasayan, Noos Og Uban
Pa
Pa

Chef Francis Catering Services

Chef Francis Catering Services

A&C Groceries
A&C Groceries
Monis Suman Espesyal
Monis Suman Espesyal

Erasmos Catering Services

Erasmos Catering Services
Gabucans Catering Services
Gabucans Catering Services

SUBSTITUTES
SUBSTITUTES
Cook For Hires
Cook For Hires
Restaurants
Restaurants
Hotels: Marvins Seaside Inn, Biliran
Hotels: Marvins Seaside Inn, Biliran
Garden Resort
Garden Resort

Buyers
Buyers
Newand
andexisting
existing
New
Private
Private
Customers
Customers
Government
Government
Agencies
Agencies
Privatefirms
firms
Private

Supply Analysis:
List of Market Providers

Estimated Supply

Percentage Share

Chef Francis Catering Services

1,170

21.66%

Dayens Catering Services

1,206

22.33%

Erasmos Catering Services

990

18.33%

Gabucans Catering Services

360

6.66%

Jullianas Catering Services

1224

22.66%

Salvatieras Catering Services

Others(Substitute)

405
45

7.5%
.83%

5,400

100%

Estimated supply

Figure 4: Estimated Supply, 2011

Table 3: Demand and Supply Gap Analysis

DEMAND
SUPPLY
GAP

Numbers of Reservations,
2011
7,380
5,400
1980

Percentage Share
100%
73.17%
26.83%

Appendix E
Dayens Catering Services List of Food and Services Packages
Package A
Creamy Beef Mushroom Steak
Mexican Chicken
Pork Hamonado
Breaded Fish Fillet
Buttered Vegetables
Creamy Buko Pandan
Rice
Package B
Spicy Beef Caldereta
Pork in White Sauce
Chicken Lollipops
Fish Sweet and Sour
Chopsuey/Special Pancit Canton
Mango Gelato Salad
Rice
Package C
Pinoy Beef Steak
Pork Teriyaki
Chicken Cordon Bleu
Fish Curry
Sauted Vegetables/Sotanghon Guisado
Fruit Salad
Rice

Break Even Analysis:

Sales Forecast Chart:

Projected Sales Forecast: