Pamantasan ng Lungsod ng MaynilaErmita, Manila

Development of New Enterprise

Overview of Dayen's Catering Services

Submitted by:

Marjorie Villaflor PetalioBBM MBA2012-62091

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 andefficient 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 thenexpanded 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 andthe trendsetter in innovating products and services which willgive way to future expansions

Dayen's Mission

Product DevelopmentCustomer ServiceQualityPeopleSocial 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:

Marketing Summary Dayens Catering Services has a good knowledge about theirmarket and knows a great deal about the common characteristicsthe industry have.

1. Market Demographics

Dayens Catering Services caters food and services throughoutthe province of Biliran. There are 27,907 households in the provincewith an average size of 5.02 persons.

2. Market Needs

Customer Service consistent, unparalleled and exceptionalservice

Constant Innovation

Quality Food and Service

Demand Analysis

T Products Offered by CaterersEstimated Numbers of Reservations,2011Percentage ShareFood and Services288039.02%Services Only198026.83%Food Orders Only144019.51%Rentals Only108014.63%Estimated Demand7380 numbers of reservations

Products Offered by caterersEstimated No.s of ReservationsPercentage ShareFood and Services288039.02%Services Only198026.83%Food Orders Only144019.51%Rentals Only108014.63%Estimated Demand7380 no.s of reservations100%

3. Market Trends

Porter Model

Supply Analysis:

List of Market ProvidersEstimated SupplyPercentage ShareChef Francis Catering Services1,17021.66%Dayens Catering Services1,20622.33%Erasmos Catering Services99018.33%Gabucans Catering Services3606.66%Jullianas Catering Services122422.66%Salvatieras Catering ServicesOthers(Substitute)405457.5%.83%Estimated supply5,400100%

Figure 4: Estimated Supply, 2011

Table 3: Demand and Supply Gap Analysis

Numbers of Reservations, 2011Percentage ShareDEMAND7,380100%SUPPLY5,40073.17%GAP198026.83%

Appendix EDayens Catering Services List of Food and Services Packages Package ACreamy Beef Mushroom SteakMexican ChickenPork HamonadoBreaded Fish FilletButtered Vegetables Creamy Buko PandanRicePackage BSpicy Beef CalderetaPork in White SauceChicken LollipopsFish Sweet and SourChopsuey/Special Pancit CantonMango Gelato SaladRicePackage CPinoy Beef SteakPork TeriyakiChicken Cordon BleuFish CurrySauted Vegetables/Sotanghon GuisadoFruit SaladRice

Break Even Analysis:

Sales Forecast Chart:

Projected Sales Forecast:

**********Cash flow challenges = as a firm grows, it requires an increasing amount of cash to operate as the foundation of the firm or of the company. On this part, this will be the time that the company usually purchased their equipments, hires and trained people. Spending to generate revenue and earning income from the firms creates cash flow challenges, especially for new,sometimes small, ventures.Capital investments firms often need to raise money early on to fund capital investments.Lengthy Product Development cycles in some industries, company needs to raise money to pay the up front costs of the lengthy product development.****************************