Executive Summary
Chooks to Go oven roasted chicken is the trade name under Bounty Agro Ventures Inc. a conglomerate of the Bounty Fresh Group of Companies with more than 1,100 rotisserie outlets nationwide, is aiming to increase its sales in the province of Misamiz Occidental by 10% this year.
The company is outsourcing its workforce in the ir Chooks to Go outlets so that the company will be hands off in any legal claims. However, they still assure that the Chooks to Go crews will have the wages and benefits they deserve . The company is also abiding the National Building Code of the Phillipines in building their Chooks to Go stores. This is to ensure the safety of the public.
The Bounty group is rapidly expanding its Chooks to Go stores nationwide . This is due to the confidence they have gain in the economy as it had achieved 7.3% economic growth last 2010 and expected to be better this year.
Denizens nowadays are more into healthy living that’s why the Bounty Group ensures that Chooks to Go provides the customers a guaranteed safe, cl ean and a high standard preparation for chicken and when it comes to technological advantage the company continuously invest in Research and Development to be able to cater the consuming public the best service and product s they deserve. The company also uses various technologies in preparing its products and high end chemicals in cleaning its equipment. On the side of the micro-environment, it has been noted that the population of the province had increased from 91,410 to 112,650 from years 1995 to 2007 b ase on the statistical data presented by NSO on their website as of July 2011. This significantly means that the potential customers of Chooks to Go is also increasing.
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On the other hand base on that data given, Class A potential customers are in 20.75%, C lass B are in 18.74%, Class C potential customers are in 28.67% and the Class D are in 31.84%. The competitors of Chooks to Go roasted chicken in the province are Sr. Pedro Lechon Manok, Ogis Lechon Manok, Botoy’s Lechon Manok and other local roasted chicken operators. The competitions forces in the province are in moderate level. The strength of the company is that they manufacture their own products, they operate their own broiler farms, feed mills and processing plants thus they have the sufficient supply for the increasing demand of the public.
There is a good opportunity now for the company of having a product line that would be infused with essential vitamins and nutrients because people loves to eat healthy foods, thus making chicken healthier will boosts sales for the company. However on the other hand, the company is not free from any threat of poultry diseases like Bird Flu that cause to disable the industry’s operation and making sales to rapidly decline.
The Chooks to Go roasted chicken is pri ced at P 149, 155, and 165 pesos depending on the sizes. Available sizes are Regular size, Bigtime size and Supersize which comes in three different flavors, Sweet Roast, Hot and Spicy, and Pepper Roast. All this roasted chicken are available in all Chooks to Go rotisserie stores. Chooks to Go will be advertise on FM radio stations here in Ozamiz City and will run for a year. Chooks to Go will also engage in Community Development activities here in the province to encourage youth to engage in sports rather than in illegal activities. Chooks to Go will be continuously differentiated from its competitors to be the only oven roasted chicken na “ Masarap Kahit Walang Sauce”.
And because of all the efforts in marketing Chooks to Go , it will contribute a 10% increase in the company’s sales this year. Aside from that Chooks to Go will be popular not only as oven roasted chicken that is delicious even without sauce but as a brand that participated in society where it operates.
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II.
Marketing Goal
Chooks to go is the only ORC that position itself to be the only roasted chicken na “Masarap Kahit Walang sauce”. Chooks to Go that invades the country by storm last 2008 and now have more than 1,100 outlets nationwide is now aiming to increase its sales and market share in Misamis Occidental by 10% this year.
III.
Environmental Scanning
PEST Analysis
Political and Legal Environment
The rotisserie crew of chooks to go is under an agency which is the one responsible for their wages and benefits, however Bounty fresh ensures that the outlets workforce get the wages and benefits they deserve. E.g Minimum wage pe r region Bounty Fresh also ensures that every Chooks to Go outlets abides the National Building Code of the Philippines which is the policy of the state to safeguard life, health, property, and public welfare, consistent with the principles of environment al management and control; and to this end, make it the purpose of this Code to provide for all buildings and structured, a framework of minimum standards and requirements by guiding, regulating, and controlling their location, siting, design, quality of m aterials, construction, use, occupancy, and maintenance, including their environment, utilities, fixtures, equipment, and mechanical electrical, and other systems and installations.
Economic Factors
We can say that the economy of the Philippines now is doing well because of its achieved 7.3% economic growth last 2010, that is why the Philippines seeks to attract more foreign investment and enable the long underperforming economy to catch up with its fast-developing Asian neighbors. And this becomes a go od opportunity for Bounty Fresh to invest more in expanding the Chooks to GO stores in the country by putting a store in almost every city of the country. Aside from that it is no lie that Chooks to Go creates more employment having more than 1,100 outlets across the country. Social and Cultural Environment
Filipinos were undeniably chicken lover, they crave for chicken, and Chooks to Go answer this cravings by providing Filipino’s a delicious oven roasted chicken na “ masarap kahit walang sauce” There is also no doubt that people nowadays is more conscious with their health. A safe and clean preparation for food is a big factor that’s why Chooks to Go ensures that it provides the customer a safe, clean, guaranteed fresh, and a high standard preparation for chicken.
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Technological Factor
Chooks to Go continuously invest in R and D to innovate its product, aside from roasted chicken they create value added products that are available also in the rotisserie outlet. They used various technologies t o ensure that the products quality will be maintained such as using meat thermometer and timer to ensure that the Chooks to Go chicken will be cooked in such manner that will be loved by many Filipinos. Using warmer to maintain the products hotness, using high end chemicals in cleaning the products used equipment’s.
