I. Executive Summary
Rancho de Probinsiya located at Pililia, Rizal. Not just a normal farm but it would feature a Filipino culture essence.
The business objective is to promote the Filipino culture. A lot of farms nowadays just treasure some attractions but does not really have a theme that would make the customers curiosity active. Another is by the use of our productions, we will be preparing different cuisines in which tourists and locals could enjoy. This farm would not just give the customers a satisfying day but it would leave them a lot of knowledge that might lead and help for their future businesses. And in order to fully complete their interests for a Filipino culture, there will be a small celebration of a festival.
As a starter business, especially considered as a farm, our products would be sold in a very much affordable prices to attract more customers. But rest assured that even though our products are sold cheaply, it would still have its freshness. II. Situation Analysis A. Company Analysis
Rancho deProbinsiya is a business wherein visitors could not only take in our products but would also experience a day tour of a Filipino culture. It is situated in Pililia, Rizal in which it is very accessible for tourists since it is near the Metro. A one day experience in our farm would give them an opportunity to taste every Filipino cuisine and would bring them an edge in farming. This business would give a satisfactory service to visitors from different places or tourists from different countries especially those longing for an innovative business and those who wishes for a nearby farm.
Upon the arrival of the tourists, they would be greeted by local employees in different Filipino styles and dialects in which it changes every day. Right after a heartwarming greeting to the guests, our farm also offers a restaurant situated in our first main house wherein they could deliciously enjoy the different Filipino cuisines cooked with our fresh products. After they have finished eating, the fun then would start rolling. Our first attraction inside our farm would be a medium ranged walk full of different fruit trees along side of the road. It would feature mangoes…. that visitors could enjoy picking any fruit they want just by themselves. While on the other hand, visitors who wish to just roam around the road could enjoy riding a bicycle or they could just walk to enjoy the scenery.
As they have finished gathering in our Fruit Road, they can now see our whole plantation in which they could see different crops planted. As they roam around the vicinity, visitors would be accompanied by a local tour guides who are also an expert in handling how to properly manage a plantation. The tour guide would elaborately explain the different ways in farming for the visitors especially to those who are interested in starting a farm business and to those students having a field trip.
After having an educational tour, the tourists could then proceed into another peaceful yet still an interesting attraction. Our farm will also offer a butterfly and flower garden for the tourists to have a colorful and lively experience in our farm.
As the tour goes on, we also decided to put a man-made lake for the tourists to also experience how to fish. We would also include a tour guide to teach the tourists on how to properly execute it, the fee for this would be included in the entrance fee but the fishes that will be caught would be sold separately. Along the lake, there will be a bridge connected to another part in which the modern kalinga houses are located. In these houses, it would serve as a resting area for tourists after having a long and tiring day as it features a very relaxing architecture. This will also be the place where the tourists could get their harvested fruits, caught fishes and they could also buy souvenirs from the nearby shops. And for another boost for the tourists, our farm would also held and feature a small celebration of different festivals in the Philippines. The event center could also be found just nearby the Kalinga houses. A celebrated festival will be the theme of our farm for the whole month. B. Market Analysis
Our business covers an enough range of market. To start off, our farm is suited for tourists in every age. Our market would cover:
Students- The students could have an educational tour in our farm especially to those college students for them to have an idea whether to start a business. And if ever there will be younger students, they would not get bored in our farm since we also offer a garden and activities in which it would also catch their attraction.
Locals- Since a lot of local people are craving for fresh foods, they could get it in a fast transportation since it is accessible from every part in Metro. We would also be targeting customers who have a health problem; people would then get encouraged since they would be needing fresh air and they could just roam around and relax in our provided areas. Tourists- Since tourists would be coming from the Metro, it would also be accessible for them to go to our farm to have a relaxing welcoming from our farm. C. Competitor Analysis
We analyze our competitors by knowing their strengths & weaknesses in which we can identify the opportunities that our business can apply to the strategies made by the management & staffs and we can also identify the threats that we can solve with a brief study. We have analyzed that the competitors weaknesses includes some of their goods & products that they sell in the industry in which we are not sure if their products are fresh or if they only put some preservatives to make these products fresh. The business competitor that we mentioned is the market in which we encounter many issues on their product selling & their services. Also the malls who sell vegetables & fruits, we are also not sure if these products are purely fresh & safe. We also analyze their strengths in their services. In terms of their venue, they can caught the attention of the customers because these malls are fully air conditioned and it sooths to the customers comfortability. As by now, we’re only at the starting point of our business but as we observe, many customers coming & also some tourists because we imply some historical events happened to our country that made our customers be entertained & have more knowledge about the Philippine History. We also offer the a freshly good product that they can buy like they can catch fishes in our ponds/ lakes, harvest fresh fruits & vegetable, get freshly poultry products, and many more. In our business, they can experience & enjoy the farm life. D. SWOT Analysis Every business have a SWOT analysis for us to have an idea on what to do and what is the best strategy we could apply to make our business services good and consistent. In our SWOT analysis, our business Strengths is the products that can be sold in a fresh state. The customers or the tourists can buy fresh products like vegetables, fruits, meats, fishes & sea foods, and poultry products. The tourists or the customers can also view the Filipino lifestyle & cultures in which it is the theme applied in the business. Our business Weaknesses is the change of weather. Since our business is agriculture or a farm, the change of weather is our greatest weakness because when there’s a typhoon or heavy rain, we can have less customers or tourist to come, and also it may destroy our productions. Our Threats in business would be the competitors like Malls and markets who also sell goods & products that we also sell. We can also say that these malls & markets is our great threat in our business since a lot of customers today are hard to please in regards to a choosing a place. Our Opportunities in our business is our freshly good products, services, and our theme in our business that can also give knowledge to the customers and tourists about the History of our country & to promote their native lifestyles & culture.
III. MARKETING OBJECTIVES A. SALES OBJECTIVES Every company has its own sales objectives same as with Rancho De Probinsiya. The sales objectives of this company is to sell products coming from the farm production like selected vegetables and fruits together with the delicacies of the exact place where the farm is. The selling will include menu for special vegetable recipes from the restaurant built inside the premises of the farm. The selling is directed for domestic consumption of consumers and as for the future plan expansion, one of the objective is to become the suppliers of selected restaurants located in Manila.

The total target market of our company per month is: | Basket | Piece | Bundle | Kilos | Tray | Bottle | Mango | 100-150 | | | | | | Watermelon | | 150-170 | | | | | Coconut | | 250-300 | | | | | Rambutan | | | | 50-80 | | | Pineapple | | 150-170 | | | | | String Beans | | | 100-150 | | | | Calamansi | | | | 50-70 | | | Eggplant | | | 100-150 | | | | Carrots | 100-150 | | | | | | Fresh Milk | | | | | | 30-70 | Fresh Eggs | | | | | 50-100 | | Chicken | | 50-100 | | | | |

And the total target market of our company per year is:
Mango- 1,200-1,800 Baskets
Watermelon- 1,800-2,040 Pieces
Coconut- 3,750-3,600 Pieces
Rambutan- 600-960 Kilos
Pineapple- 1,800-2,040 Pieces
String beans- 1,200-1,800 Bundle
Calamansi- 600-840 Kilos
Eggplant- 1,200-1,800Bundle
Carrots- 1,200-1,800 Baskets
Fresh Milk- 360-840 Bottles
Fresh Eggs- 600-1,200 Trays
Chicken- 600-1,200 Pieces

B. MARKETING COMMUNICATIONS

The strategy should be communicated through social media networks like: a. E-mail Marketing/Newsletter b. Blogs c. Twitter d. Google Ads e. You tube f. E-books g. Webinars h. TV Ads i. Radios j. Streamers k. Flyers

To address single product or food for consumption:

* First focus will be the quality * Customer Satisfaction * Reliability
IV. Strategic Marketing A. Market Segmentation
Geographic Segmentation
Rancho de Probinsya is located at Palillia, Rizal which is a rural area. Our firm is aiming to provide agricultural products and goods for consumers and other business like restaurants, not just within the area of residence but also in other nearby places in the region.
Psychographic Segmentation
Nowadays, more people are getting health conscious maybe due to health problems or trend on their social status, so some buyers prefer foods which are processed in the natural way since most supermarket products are preserved or processed with artificial additives. In some point, due to a consumer’s values and lifestyles it also affects their purchasing decisions and since there is a saying that “Health is Wealth” which many health conscious people believes.
Demographic Segmentation
“The more you eat healthy food, the longer you’ll live.” Most adults or head of household today prefer healthy products to prevent them from diseases and which they believe what can prolong their life beside the fact that they are the controllers of buying goods. Mostly they encourage and influence the younger generation to eat nutritious foods and live healthier. B. Target Market Profile
The business could be a tourist attraction for locals in all ages but most especially it would be visited by students and families who need to be relaxed and freshened. Since this business can offer fresh fruits, vegetables and meats, expect target customers from restaurants, too. Target students and locals can have tours and see how the life of a farm from provinces without traveling too far. They can also get information’s on how to learn the proper way of planting and taking care of domestic animals. They would prefer our product over supermarket’s since they will see how the products will grow and how it is being taking care of. Also, families who want to experience the fresh air from farm and enjoy quality time with the kids without the pollution is our target customers, too. Locals especially for students that will have tours in our farm, they should be willing to experience different lifestyle and are adventurous. It is for those who want to learn from the basics and get ideas for future businesses. Local customers should be willing to wait for a long-term supply of our products since it has a proper time of harvesting. C. Positioning
Rancho de Probinsiya is an exciting new farm where tourists could enjoy a super fresh products and would experience a very educational tour and take in a Filipino culture. We are also promoting to the tourists to go to our farm to see the beautiful and fresh fragrance of it in which some gardens and kalinga houses could be seen for the tourists’ relaxation. The main purpose of this farm is to develop this as one of the tourist spots and to develop a product-based company whose goal is to exceed customer's expectations, increase production efficiency by 20% a year, and lastly, to develop a sustainable farm business, able to survive off their cash flow. We manage a farm business in Pililia, Rizal because it is a great business for us to provide a fresh deliveries for the near markets and restaurants in Manila. We came up with tagline which states"Bring the freshness closer to the market" means it is an advantages to the markets because we prioritize our farm to maintain the goodness, cleanliness and freshness of our products.
V. Marketing Mix Strategy
A. Product In our farm namely "Rancho De Probinsiya" we sell different fresh vegetables and fruits, fresh eggs of chicken, a production of fresh meat like meat of chicken ,cow, and pig. A diary products like fresh milk of cow and goat milk. We also offer different made delicacies that would be seen at the end of their tour.
B. Price
Since our products from the farm are directly from us, price is lower than those you can buy from supermarkets. Our price will be more affordable and negotiable. The more you buy the more discounts you will get. Our prices should be consistent to gain the loyalty of our customers. For the farm tours, the only price you will pay is the entrance fee inclusive of the fee for the fishing in the lake. The prices are per head including some freebies like free tasting of the product to also encourage the tourists to buy pasalubongs. Other services from the farm should be paid separately. Tour discounts are seasonal. We also have promos during holidays. The more you are to go to our farm, the more discount you will get. That is why our farm is ideal for the tours or fieldtrips. Also, there are delivery charges for those who want us to deliver their products to them. A delivery charge depends on how far the location is. C. Place/Distribution
Rancho de Probinsiya is located at Palilia, Rizal. It has a 5 515 square meter land which is very suitable for the plantation of our main products like coconuts, various vegetables and fruits like mangoes, rambutan and a lot more. It also has a 5 meter width right way in which the Kalinga houses could be seen. It also includes a place reserved for a man-made lake.
D. Promotions
1) The opportunity to purchase fruits and vegetables exclusive only to Rancho De Probinsiya.
2) Be outgoing and promote our farm in the community/village or in the city.
3) Make an ad in a magazine, newspaper, radio and in television commercials.
4) Spread our tagline “Bring the freshness closer to the market” which is located in Rancho De Probinsiya.
5) Encourage people especially tourists to visit our farm, Rancho De Probinsiya.
VI. Action Plan
First of all is our day to day task, and that is to ensure farm cleanliness both inside and outside because guests or visitors or even the children, if they will see our farm full of dirt or anything bad, it would lessen the appeal of it. And a clean surrounding can attract more customers.
Second, is our weekly task that is to have a weekly inspection in the whole farm to look for damages or if there are problems going on in the farm. For example, we would inspect if the fruits or other crops are still not infected by insects.
Third, our monthly task is to ensure happiness on our visitors’ faces and we want them to appreciate Filipino culture even more. That’s why we started to put some twist on our farm and that is the 3F “featuring Filipino festival” event at least every month, every month our farm has a bright idea to commemorate different kinds of festivals in the Philippines, so that even they are not in that place for example a flower festival, we would surround our farm or chosen attractions that would show that chosen festival.
Fourth, a yearly plan we are about to execute is what I have mentioned earlier but our yearly target is to remain the consistency of production in our farm. By then, if ever we have reached its maturity point, we could start adding up and reviewing our whole farm.

VII. Financial Projections A. Sales Revenues and Net Income Before Tax
INCOME STATEMENT
For the Year Ended December 31, 2011
(in P millions)

Sales 378.6
Cost of Goods Sold 210.2
Gross Income 168.4
Selling, Administrative, and General Expenses 82.1
Research and Development Expenses 25.4
Operating Income 60.9
Depreciation 18.6
Net Interest Expense 2.5
Before-tax Income 39.8
Provision for Income Taxes 9.8
Net Income 30.0 Cost of Goods Sold Calculation
Beginning Inventory 150.0 plus Raw Materials Purchased 110.0 plus Direct Manufacturing Expenses 150.0
Total Cost of Goods 410.0 minus Ending Inventory (200.0)
Cost of Goods Sold 210.2 B. Marketing Expenses
Advertising- Through word-of-mouth and through road signs. You can also use internet which you can create your own website to advertise your farm. Other advertising strategy includes newspaper, television and billboards. – P61 Million per year
Crops- which includes fruits and vegetables such as mango, watermelon, coconut, rambutan, pineapple, string beans, calamansi, eggplant, carrots. – P50,000 per year
Facilities- picnic tables, playground for children, parking lot, checkout stand, souvenir shops. –P2 Million
Lot to buy for farm- 3 hectares. – P150,000,000
Fertilizer and Chemicals- for fruits and vegetables. – P192,000 per year
Water pump- for fruits and vegetables. –P300,000
Poultry foods- fresh egg, fresh milk, and fresh meat. – 2,460,000 per year

VIII. Contingency Plan Location | Our farm is located in Pilillia, Rizal a province in region 4A.A farm is usually located in provinces where industrialization cannot be noticed unlike in urban areas, also in province you can experience fresh water and air, unlike in cities pollution in air is a problem because of switching into industrialization. | We decided to take a lot from a province, as an image of every farm but, this is the difference our farm even it is still a province but the centre of transportation is in here because on our left is the metro manila where different travellers both domestic and international are can be possible customers to us | Accessibility | It is important that every business is easy to access, and easy to notice also to remember. | Our farm located in the province of Rizal where on its right the province of Laguna can be seen, at the north the province of Bulacan, and at the left side is Manila the center of commercial establishment here in the Philippines.And also what I’ve said on the location travellers easily to spot it. | Weather | Farm is much more appreciated if the weather is in its sunny or cloudy condition so that visitors could explore the whole farm and appreciate the scenery of the farm. | When it started to rain it is not the end for us because adventure is just began visiting farm in rainy season are more exciting when it start raining first, our bike rental you and your friends can explore the farm in an adventurous way, second, spa located at the end of the farm. | Promotion | As a starter, it is hard to compete in the industry because there are a lot of farms that are already popular (i.e. ) and they have already built a name in the market industry. | Promoting farm can be too hard but if we just identify the environment and try to follow the basic ways, our business would also reach its maturity point in which we could finally say that our farm is fully ready to compete with other businesses. (i.e. using it’s more fun in the Philippines, using internet, and | Products | Some items that can be found inside our farm might not reach the proper satisfaction of our customers because there are fruits and vegetables that only grow seasonally. | Using alternatives because as I said earlier, every fruits and vegetables takes time to harvest. But we would feature different Filipino cuisines in our restaurant and a spa as another alternative after a tiring day. |

Rancho De Probinsiya

Brigitte Armengol
Camille Belicano
Jeremy Celestino
Eunice Cuvinar
Jacqueline Mari
Honey Grace Okamoto
Janeen Patricio
April San Miguel
Herlyn Taparo