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CHAPTER I

Introduction

Food is one of the “evergreen” businesses that will always be in demand, especially in
the hearts of many Filipinos. In the general sense, food is an essential part of our lives, which
is why there will always be an active market; hence, always profitable. There is an increasing
number of food businesses in our society. These demands heighten from different factors
such as the population levels, wealth distribution, health awareness and types of varied
lifestyles.
As of today, ready-to-cook and ready-to-eat meals have become greatly in demand;
which is why the food service industry is sought after by a growing number of people who
want to have filling meals in the shortest amount of time and at the most reasonable price.
The whole experience of buying food, whether in restaurants, fast foods, cafeterias, food
carts, and food trucks have become so habitual, that it is now taken for granted.
In the Philippines, the food industry has flourished very well. Filipinos in general love
to eat and that’s why there are a lot of different food chains scattered around the country. It
has always been part of the Filipino culture to dine out during events, work breaks, and
special occasions which makes food in demand
Iligan City is a highly urbanized and a very populated city situated in the Northern
Mindanao region of the Philippines. Geographically, it is within the province of Lanao del
Norte but administered independently from the province. Based on the 2015 census, Iligan
City has a total population of 342, 618 persons predominantly in the 15 – 19 age group. The
researchers would like to cater this population and give them a new taste of ice cream in a
unique and creative way.

Background of the Study


Rolled Ice Cream, is a sweet treat that is popular in Thailand, Malaysia and
Cambodia. Originally, it started from Thailand and was known as “stir fried ice cream.” This
style of ice cream was popularized by one major company: 10 Below Ice Cream in New York
City. Since then, many other stir fried ice cream shops and carts popped up across the globe.
A modified version of the dessert was produced by the Asian countries, popularly known as
“rolled ice cream.”
In response to this rising popularity, the researchers would love to reintroduce this
kind of dessert to the food-loving Iliganons. Rolled Ice Cream is a creative and visually
attractive ice cream. It takes ice cream to another level. Iliganons love food adventure and
mostly are social media addicts. In Instagram, for example, every food that is
“instagrammable” is posted and shared with friends. This is one way of marketing through
customers and would greatly contribute to the demand for this food.

Statement of the problem


The feasibility study is intended to evaluate the feasibility of starting up a rolled ice
cream cart in Iligan City. Specifically, it aims to evaluate and analyze the following areas:
● The marketing aspect of the study
General business condition
Competitive condition
Target market
Demand
Product
Pricing strategy
Promotion
Packaging
● The financing aspect of the study
Capitalization
Sources of funds
Total sales
Total expenses
Income statement
Balance sheet
Cash flow statements
Return on investment
Ratio analysis

Conceptual Framework
The marketing aspect of the study covers the general business condition, competitive
condition, target market, demand, product, pricing strategy, promotion, and packaging. This
area is covered by structured questionnaire given to respondents. The result determines the
demand and supply and for the researchers to know whether the product will penetrate the
target market.
The financial study shows the capitalization, sources of funds, total sales, total
expenses, income statement, balance sheet, cash flow statement, return on investment, and
ratio analysis. This discusses if the business is profitable or not. In addition, it serves as a
guide for the researchers to know if the transactions within 3 years are increasing.

Framework of the Study

Scope and Limitation of the Study


The study focused on the feasibility of a rolled ice cream cart in Iligan City only.
Subjects were selected randomly based on agreed-upon criteria like gender, age, and
employment status to have a fair representation of the population and were limited to 120
respondents only because of the following reasons:
a) Time and financial constraints, and
b) Large population of Iligan City.
Each respondent was given a questionnaire or an online form through Google Forms
which included open-ended questions, multiple choice items, checklists, and questions
requiring short answers.
The study was conducted within the month of March, 2017.

Significance of the Study


This is a feasibility study of having a rolled ice cream cart in Iligan City that gives the
consumers delicious and healthier varieties of ice cream in a more accessible way at a
reasonable price. Specifically, this is significant to the following:

To the customers – This study promotes the use of fresh ingredients for this rolled ice cream
which are good sources of nutrients. Also, the process of preparing the rolled ice cream right
in front of the customers, especially children, is fun to watch. It will give positive sensation to
them as if the vendor is having a fun time mixing the ingredients. The proposed study also
provides a good avenue for students to spend quality time with their classmates and friends.
The inviting presentation of the ice cream is also a good form of sharing in social media.
Also, the combination of sweet taste and other flavors will help relieve their stress in studies
and other life matters.

To the researchers - The study gives chance to enhance their their knowledge and skills in
establishing a food business taking into consideration not just its profitability, but also, its
health benefits to the consumers.

To the industry - This study will explore the feasibility of creating another genre of selling
ice cream in Iligan City. Thus, this study aims to promote better sanitary measures in
preparing and selling ice cream within the sight of the consumers that will eventually lead
into better services.

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