Valenciana Onigiri: Delicious Fusion of Cultures

A Product Proposal Presented to the Department of Hospitality and Tourism Studies Cavite State University
General Trias City Campus

In Partial Fulfillment
of the Requirements for the Subject:
Tourism in Hospitality Marketing(BSTM 3-2/TOUR 75)

BSTM 3-2 GROUP 1

COLUMNA, JAMES
DIOCTON, JOCELYN ANN
GANANCIAL, ABEGAEL
LAGBAWAN, MARIEL
MATURAN, SHANE WINCET
MEJICA, ROCHELLE
NAUL, QUEENIE
OMBAO, LYKA

27 January 2024
 TABLE OF CONTENTS

Title Page…………………………………………………………………………………...
Introduction………………………………………………………………………………...
Problem…………………………………………………………………………………….
Solution…………………………………………………………………………………….
Business Model…………………………………………………………………………….
Swot Analysis……………………………………………………………………………...
Target Market……………………………………………………………………………...
Competition………………………………………………………………………………..
Marketing Strategy……………………………………………………………………….
Financial Projections……………………………………………………………………..
Business Team……………………………………………………………………………
 INTRODUCTION

Food may be essential as fuel to our body. But, good food is fuel for the soul. (Malcolm Forbes) That
is why we present to you our distinctive, deliberated, and delicious Valenciana Onigiri that showcases the
tradition of General Trias with a hint of flavorful Japanese food. In today's globalized world the fusion of
different cultures has become increasingly prevalent.

This phenomenon is not limited to art music or fashion; it has also made its way into the culinary
world. Valenciana Onigiri is a unique product that combines the flavors of traditional Japanese ingredients of
onigiri which is the nori wrapper, and with the vibrant and aromatic ingredients of Spain's famous
Valenciana paella. Nori is a dried edible seaweed made from species of the red algae genus Pyropia,
including P. yezoensis and P. tenera used in Japanese cuisines. And in General Trias, they celebrated this
food as an honor of the Blessed Virgin Mary, and it became their tradition to make it a festival where people
in General Trias are allowed to join and compete in a cooking competition of making the most delicious
Valenciana.

People nowadays are fond of following trends, the famous nori becomes viral in social media because
it can add a delicious flavor in any variety of foods and it is very affordable. We chose the Valenciana to be
our main dish because it is one of the city’s proudest dishes. But, we thought of ingredients that can be added
to this food to make it unique to the customers’ tastes and thoughts, and for that, we chose the nori to make it
completely different but delicious.

At Valenciana Onigiri, we are dedicated to innovate the image, add some twist, and present a
different style of Valenciana while maintaining its own traditional taste. We offer all of you a food that is
adaptable to current trends but will make you remember an old traditional taste.

Our product aims to present a comprehensive product pitch for Valenciana Onigiri highlighting its
market potential, competitive advantage and financial projection.
 PROBLEM

The growth of the food industry is very fast. One of the problems we see is the current and future
competitors. In General Trias, you will find many sellers of delicious and different flavors of Valenciana,
some are popular because of the way they are made, and some sellers are known the reason that they are
one of the oldest people who cooked Valenciana, and ofcourse others offer different flavors. And one of our
important ingredients can be bought online at a low cost, and because of this there is a huge possibility that
people can make their own at home. It is a possible start of our new and future competitors.

A crucial challenge is the supply and delivery transportation of our ingredients, the nori wrapper is
very easy to crack because it is thin and brittle, if the process of delivery is not stable it can be a cause of
damaged nori wrapper and in our product there is no way we can use it because it cannot hold the
Valenciana, and it cause a loss of profit for our business. In our business, we offer different flavors of
Valenciana like seafood, meat, and spicy flavor. It becomes a problem when the suppliers become
irresponsible for providing us healthy and fresh meats and seafoods. When it comes to the price and
consistency of the supply of raw foods there is always uncertainty, because its prices increase especial
ly if the chicken or pigs are facing disease.

Our product is made to order, so we shouldn't run out of ingredients every day, but with that,
everything should stay fresh, and since the shelf life of Valenciana onigiri is only three days, we can't let it
not be sold within those days to achieve our goals. Our market strategy should be effective to help us gain an
expected profit.

The safety and cleanliness of our product. This product is molded and wrapped by the worker’s hand.
We should assure people that our process of making this product is safe and follows all the rules and
regulations in food security made under our government. And ofcourse, the very challenging problem is the
customer’s satisfaction. Valenciana is a General Trias product, so many people here in our place where we
chose to locate our business, tasted a lot of different flavors of this food. But, still to be on top of the market
we should maintain our uniqueness and goals of our business.
 SOLUTION

To address the challenges outlined in our product Valenciana Onigiri, we conducted a meeting at the
end of the week to monitor all the aspects that need to be maintained and improved. We did an evaluation
where we tasted different Valenciana dishes near the location where we will build our business. With this, we
had an idea of how to make our product more delicious and different from competitors. This could help our
product to stand and have a lot of customers. Yes, our product is easy to make at home and imitated by
others, but we are dedicated to making our brands famous, and insist on having an enjoyable and
Instagramable ambiance to make our customers happy and confident about sharing it with their social media,
especially we are near at Cavite State University General Trias, we expected more students as our customer.
Students mean Gen Z, people who like to spend their money on restaurants where they can take good photos.
And of course, we will provide the best taste and presentation that not all of our customers can do.

We will make sure to present all of the certificates that a business needs to gain the customer’s trust.
Like the BIR permit that will assure people that we continuously pay our taxes, the FDA permit to make sure
that we offer quality and safe Valenciana Onigiri, and of course the Mayor’s permit, will serve as our
evidence that we are stable enough to build our business and that we undergo all the legal requirements. For
our supplies and delivery transportation, we decided to find the nearest and safest suppliers of chicken and
seafood to ensure its quality, and for Nori, we found a supplier who assured us that they would give us a
refund if the wrapper arrived with huge damage.

Promoting our product Valenciana Onigiri, we are prepared to create a Facebook page and other
online platforms to help us reach our target from different places. It will boost our brand name by posting
everyday, sharing the pictures of our customer’ s experience, and tagging our social media accounts. To gain
the customer’s satisfaction, accepting their suggestion will help us to be on top. Hiring employees with the
right characteristics that is fit to their responsibilities are one of our priority to provide a excellent quality
services. Like waiter’s with long patience, excellent communication skills,and approachable personality.

In conclusion, our Valenciana Onigiri success will depends on how we planned our strategy to work
effectively. We will work as a team, build a ways with constant improvements while maintaining the stability
of our business. By making our products, sustaining supply chain and effective excellence services should be
our top-tier. To make it successful, we dedicate all out love and generosity to make the best product to fuel
the soul of our customers.
 BUSINESS MODEL

A. Unique Selling Proposition

Valenciana Onigiri is a Spanish rice meal brand that sticks out from other manufacturers due to its unique
promoting proposition. The rice meal aren't most effective delicious but additionally healthful, made with
extraordinary rice, vegetables, and proteins which are domestically sourced and natural on every occasion
possible. Valenciana Onigiri's dedication to sustainable packaging and waste reduction makes it an attractive
choice for fitness-aware and environmentally conscious purchasers who choice some thing unique from their rice
meals.

B. Quality Assurance
Unique Ingredients
Our Valenciana onigiri has unique ingredients because they ensure the best flavor and suit people's tastes.
Quality Unique and Safe
Our food is tasted first to make sure our food is safe to give to consumers. We made it clean and surely they’ll
like it.
C. Operational Efficiency
1. Collaborative partnerships:
Valenciana has formed collaborative partnerships with suppliers and customers to improve its operating
efficiency. By working closely with suppliers to optimize the supply chain and reduce lead times for raw materials and
packaging materials.
2. Employee training and development:
Valenciana has invested in employee training and development to improve their skills and knowledge.
Valenciana has been able to reduce the risk of errors and improve overall efficiency.

D. Customer Experience
Transparency Communication: Valenciana Onigiri aims to establish positive relationships and mutual trust among its
customers and workers by maintaining effective communication
 SWOT ANALYSIS

Strengths
Valenciana Onigiri is a convenient snack that can be easily consumed on-the-go making it a suitable choice for
busy individuals. Additionally the product offers a unique twist by incorporating the flavors of Valenciana a well-
known local delicacy. This uniqueness sets it apart from other rice-based snacks available in the market.

Weaknesses
The variety of Valenciana Onigiri is currently limited and would benefit from better innovations. Expanding
the range of flavors and fillings would attract a wider customer base and cater to different preferences. Moreover, the
serving size of the product may be perceived as too small for heavy eaters which could potentially deter them from
purchasing it.

Opportunity
One significant opportunity is the relatively low competition in the market for similar products. This allows
our product to stand out and capture the attention of consumers who are seeking unique and innovative snacks.
Furthermore, the uniqueness of Valenciana Onigiri presents an opportunity to attract the target market. By offering a
product that combines the local flavors of Valenciana with international tastes we can tap into the curiosity and
adventurous nature of consumers enticing them to try our product.

Threats
While Valenciana Onigiri has potential it is not without its threats. One major threat is the possibility of
imitation by competitors. If the product gains popularity it may attract competitors who attempt to replicate its recipe
and unique selling points. To mitigate this threat we must focus on building a strong brand reputation and establishing
ourselves as the original and preferred choice for Valenciana-inspired snacks.

Another threat is the uncertainty surrounding the success or failure of the business. Since Valenciana Onigiri is
a new product in the market there is a level of risk associated with its reception by consumers.
 TARGET MARKET

The target market for Valenciana Onigiri would be individuals who are interested in Japanese cuisine,
particularly Onigiri (rice balls). Since we are located at Vibora Malabon, we are expecting a lot of people
who are also familiar with our main dish which is the Valenciana Onigiri. We came up to this idea because of
our chosen place, so we are confident that this product will become in demand in our market. We are also
targeting student customers both children to adults because we are also near at some Universities and schools
like Cavite State University General Trias and some highschool and elementary schools. We stated that we
will make our ambiance come up with current trends like what they called “aesthetic” to gain a lot of
customers. Since, most of it are students aging 15-24 we want to make sure that the money they spend for our
products will be worth it. This product appeals to both vegetarians and non-vegetarians as it can be
customized with various fillings.

Our food are has no age limit as long as they want it. We are targeting families, group of friends, and
anyone and any number of people as long as we can accommodate all of them. Local community members
are another vital, they are the one who will help us to improve our business because they are familiar with,
they tasted differend kinds of Valenciana especially older people who lives for a long time here in General
Trias.

In summary, everyone outside or inside General trias are all welcome to taste the newly presented
food that we made to surprise their taste buds. We attract a wide range of people to make this business
popular and gain more profit. Competitors are also welcome as long as their visualize our business as some
inspiration.
 COMPETITION

While the onigiri market is relatively niche there existing players such as 7/ eleven, local valenciana vendors.
However none of these competitors offer the unique fusion concept of valenciana onigiri giving it a distinct
competitive advantage.

7/eleven a multinational convenience store chain poses a significant threat to Valenciana Onigiri due to its widespread
presence and established reputation. With numerous branches strategically located throughout General Trias 7-Eleven
offers customers a convenient shopping experience. Their extensive product range including ready-to-eat meals snacks
and beverages attracts a diverse customer base. Additionally their 24/7 operating hours cater to the needs of busy
individuals seeking quick and accessible food options.

Mang Mike Valenciana a local food establishment specializes in traditional Filipino dishes including Valenciana. Their
strong reputation for authentic flavors and quality ingredients makes them a formidable competitor. Mang Mike
Valenciana caters to a niche market that values homemade recipes which resonates with customers seeking a genuine
taste experience. Their personalized customer service and the ability to customize Valenciana dishes according to
individual preferences further sets them apart.

Common Strengths
In the real of General Trias, Cavite, Mang Mike’s Valencina, Oshima Sushi, and the onigiri
offerings at 7/11 stand as formidable competitors in the valencina onigiri market. These contenders thrive by
actively engaging with the local community, aligning their products with the preferences of residents, and
strategically participating in community events. Moreover, their pricing models cater to the affordability
expectations of the community, establishing a proximity advantage that fosters customer loyalty. To stay
competitive, our Valencina Onigiri business aims to emulate this successful strategy by actively engaging
with the local community, tailoring our offerings to meet local preferences, and ensuring competitive pricing
that aligns with the affordability expectations of General Trias residents.

Competitors’ Weaknesses

While Mang Mike’s Valencina, Oshima Sushi, and 7/11’s onigiri offerings have flourished in
General Trias, there are areas where their businesses may show vulnerabilities. Some weaknesses include
occasional inconsistencies in product quality, potential lapses in customer service, and a reliance on
established recipes that may limit adaptation to evolving local tastes. Additionally, competitors may face
challenges in maintaining pricing strategies that align with community affordability, risking a potential
disconnect with their target market’s financial expectations. By addressing these weaknesses, our Valencina
Onigiri business aims to provide a more consistent, customer-focused, and adaptable alternative to meet the
evolving needs of General Trias residents.

We Specialize in valenciana onigiri

Specializing in Valenciana Onigiri, our business distinguishes itself from competitors by providing a
customizable approach to satisfy individual tastes. Unlike competitors with fixed menus, we prioritize a
personalized dining experience for our customers, allowing them to tailor their Valenciana Onigiri orders
according to their specific preferences. At the core of our business is the commitment to maintaining
affordability without compromising on quality. Our pricing strategy is thoughtfully crafted to resonate with
the local demographic, ensuring that our Valenciana Onigiri stands out as an appealing and accessible choice
for the residents of General Trias.

MARKETING STRATEGY

To effectively market our product and reach a wider audience we have developed a comprehensive
marketing strategy. Firstly we distribute flyers across the general Trias area targeting potential customers and
providing them with information about our product. Additionally, we offer a free taste of our products to entice
potential customers and allow them to experience the quality firsthand. This approach not only creates awareness
about our product but also generates interest and encourages potential customers to make a purchase. To further
expand our reach social media platforms will play a crucial role in our marketing strategy. With the majority of
our target audience aged between 18 to 24 years old being active on social media, it is an ideal platform to engage
with them. We will create captivating content such as visually appealing images and engaging videos that
highlight the features and benefits of our product. By leveraging social media we can effectively communicate our
brand message build brand loyalty and reach a larger audience beyond the physical distribution of flyers.
Products
We offer General Trias specialty with a touch of Japanese snack that we make as a simple meal that
everyone can have, and it reflects our pride and dedication to offering it perfectly. Additionally, rice is a
versatile ingredient that can be prepared in various ways, making it a popular choice for meals. Cultural and
historical factors, as well as the practicality and nutritional value of rice, contribute to the widespread love for
rice in Filipino cuisine.
Place
We ensure that our stall is accessible and visible to major consumers. Understanding the Filipino love
for gatherings mixed with wonderful food, our goal goes beyond just meals; it aspires to provide excellent
food and experience our special Valenciana Onigiri, yet they can stay with refreshments.
Pricing
We recognize the importance of cost, especially as Filipinos love rice with every meal. This knowledge
affects not only our strategy but also the influences of our operations, so that we maintain a competitive price
policy, making our exquisite offers available to a large consumer base.
Promotion
Our main method of promotion is through social media, utilizing popular platforms such as TikTok,
Instagram, and Facebook. In addition to our online presence, our team will actively engage with the
community by participating in local events and partnering with nearby businesses. Building personal and
public relationships will be crucial to establishing our brand. We also place a strong emphasis on word-of-
mouth marketing, encouraging customers to share their positive experiences through testimonials. These
testimonials will be shared on social media, further amplifying the impact and effectiveness of our marketing
approach.
People
Our personnel are well trained, pleasant, and passionate about providing outstanding culinary
experiences; they show our concept, which prioritizes client happiness and not only providing efficient
service, but also in cultivating an environment that reflects the Filipino culture of hospitality.
Physical Evidence
Valenciana Onigiri does not only concentrate on the food we serve but also on creating a complete and
enjoyable experience. Our stall is designed to be visually unique and to match the scent of our dishes.
Process
Our recipe for Valenciana Onigiri obtains high-quality ingredients, uses strict cooking procedures, and
stresses quality control at all stages. Thus, each dish is assured to meet the satisfaction of our customers. We
tend to seek surveys and innovation in our procedures to create a continuously pleasurable experience.
In conclusion, our marketing strategy encompasses both traditional and digital approaches to maximize
our reach and engage with potential customers. By distributing flyers and offering free samples we create
awareness and generate interest in our product. Through this comprehensive marketing strategy, we aim to
maximize our brand exposure boost sales, and establish a strong foothold in the market.
 FINANCIAL PROJECTION

COST/ EXPENSES PHP

START-UP COST

Sanitary Permit P270,000.00

Licenses P18,000.00

Inventory P450.00

Legal and Accounting Fees P2,000.00

Utility Deposits P1,200.00

Other initial start-up costs P8,000.00

TOTAL START-UP COSTS. P29,920.00

COST/ EXPENSES PHP

FIXED COST
Rent P252,000.00
Equipment P11,500.00

Furniture and Fixtures P11,500.00

Salaries P3,132,000.00

TOTAL FIXED COST P3,407,000.00

 COST/ EXPENSES PHP

VARIABLE COST
Ingredients (sauce, seasoning, coconut milk, P833,112.
condiments, vegetables)
Glutinous Rice P266,220

Rice P38,367
Nori P704,700

Chicken P626,400

Seafood P783,000
Packaging P274,050

Other Variable Cost: ( plastic gloves, absorbent P195,750

paper)
TOTAL VARIABLE COST P3,721,599.

COST/ EXPENSES PHP

MARKETING AND PROMOTION

Social Media Advertising 0
Printed Materials P4,800

TOTAL MARKETING AND PROMOTION P4,800

COSTS
 BUSINESS TEAM
Organizational Chart
The following organizational chart shows the members of Valenciana Onigiri and their respective
positions for the operation, workflow, and outcome of the business.

Mariel Lagbawan
General Manager

Lyka Ombao
Operation Manager

Queenie S. Naul
Finance Manager

Abegael Ganancial Jocelyn Diocton

Marketing Manager Marketing Manager
 Figure 1. Organizational Chart

Background of the Business Management Team

Mariel Lagbawan: General Manager. With her great administrative skills and constant reliability, she has the
unique ability to direct the team toward their goals. As the acclaimed general manager, she occupies the
position of the organization's top leader, exercising her authority. Tasked with managing all corporate
activities, she also faces the burden of making critical choices quickly, especially during times of crisis, all in
the quest of assuring the enterprise’s resounding success.

Lyka Ombao: Operations Manager. She demonstrates a commendable sense of responsibility as she
diligently examines the various requirements across different domains. She oversees a company’s
organizational processes and operations to ensure productivity and quality. She include overseeing the
recruiting and hiring process, improving productivity and efficiency and managing quality standards, and she
is exceptionally well-suited for this crucial role within the organization, overseeing the smooth functioning of
our business’s physical infrastructure, work processes, equipment, and product quality.

Queenie S. Naul: Finance Manager. She demonstrates a steadfast sense of responsibility, as she consistently
ensures that all necessary requirements are met across various domains. In light of this, she is more than
qualified to assume a pivotal role in our organization, as she diligently supervises the functioning of our
company’s physical premises, work processes, equipment, and inventory with the utmost dedication to
safeguard the company’s prosperity. Moreover, she possesses an impressive skill set encompassing strategic
analysis, streamlining operational procedures, astute resource allocation, and adept interpersonal
communication.

Abegael Ganancial & Jocelyn Ann Diocton: Marketing Managers. They possess exceptional communication
skills and a warm demeanor, both of which are highly advantageous for their role as Marketing managers.
Their ability to effortlessly generate imaginative solutions and adeptly handle unforeseen circumstances is
truly remarkable. Moreover, their extensive network of connections allows them to effortlessly disseminate
information about our company’s products and contributions. By leveraging diverse social media platforms,
they have the potential to effectively advertise and aid in the seamless execution of our business strategies.
James Columna, Shane Wincet P. Maturan & Rochelle Mejica: Procurement Managers. They are an excellent
choice for this role since they are in charge of purchasing raw materials and other business supplies. They
possessed a broad variety of contacts for supplies needed in the firm and were knowledgeable about selecting
the greatest resources for the product’s well-being. The freshness of the items is determined by the raw
materials purchased, which affects the flavor of the finished product.

Rules and Responsibilities

The General Manager assumes a pivotal role in the effective functioning of a business, responsible for
leadership, strategic planning, and overall success. Team management involves overseeing various
departments and fostering a positive work culture. Financial oversight, including budgeting, is crucial to
maintaining operational parameters. Effective communication is vital, ensuring clarity with employees and
maintaining positive external relationships. Problem-solving skills are essential, addressing challenges and
mitigating risks for smooth operations. Regular performance evaluation and corrective measures drive
continual improvement. Emphasis on compliance with legal and ethical standards ensures ethical business
practices. A strong customer-centric approach, with attentiveness to feedback, is prioritized. Adaptability is
crucial, given the dynamic nature of business environments. The General Manager’s multifaceted
responsibilities contribute significantly to the business’s success. Leadership in strategic planning, team
management, and financial oversight is key. Overall, effective management by the General Manager ensures
the success and sustainability of the business.

The Operations Manager is a linchpin in organizational efficiency, overseeing daily activities and
coordinating departments to meet objectives. Strategic planning aligns operational goals with the company's
overall vision, while effective team management ensures a positive work environment. Financial oversight
includes budgeting and resource allocation for optimal results. Process improvements are identified and
implemented to enhance operational efficiency. The Operations Manager plays a pivotal role in risk
management, identifying and mitigating potential operational risks. Continuous performance evaluation and
corrective measures drive operational excellence. Effective communication, both internal and external, is
crucial for seamless operations. The Operations Manager adapts to changing business environments,
providing leadership through market fluctuations. Ultimately, their responsibilities significantly contribute to
the organization’s operational success and sustainability.

The Finance Manager is a key figure in the organization, overseeing financial planning, budgeting, and
analysis to ensure the company’s financial health. Their responsibilities include managing financial
transactions, maintaining accurate records, and ensuring compliance with accounting standards. Financial
reporting is a crucial aspect, providing leadership with insights for strategic decision-making. Risk
management is inherent in their role, involving the identification and mitigation of potential financial risks.
Collaboration with other departments, especially in budget adherence, is essential to provide valuable
financial insights. The Finance Manager is responsible for implementing and maintaining internal controls to
safeguard financial assets. Staying informed about economic trends and market conditions, they offer
recommendations for strategic financial adjustments. Effective communication with stakeholders, both
financial and non-financial, is a priority to foster a shared understanding of financial goals. Ultimately, the
Finance Manager’s expertise contributes significantly to the organization’s financial stability and success.

The Marketing Manager is instrumental in guiding the company’s market presence, developing and
executing strategies aligned with overall objectives. Their role encompasses market research, targeting
specific audiences, and staying attuned to market trends. Brand development and maintenance of a consistent
brand image are central to their responsibilities. Effective communication is vital, both internally for team
alignment and externally to engage the target audience. Digital marketing strategies, including online
campaigns and social media, are overseen to maximize reach and impact.

Analyzing campaign performance, the Marketing Manager utilizes data-driven insights to refine
strategies and optimize results. Collaboration with sales teams ensures alignment between marketing and
sales objectives. Budget management is a critical aspect, requiring resource allocation for maximum impact.
The Marketing Manager adapts strategies to evolving market conditions, staying current with industry trends.
Their efforts significantly contribute to brand awareness, customer acquisition, and the overall success of the
company.

The Procurement Manager is vital for overseeing sourcing and purchasing, and developing strategies
aligned with organizational goals. Vendor management involves evaluation and negotiation to secure
favorable terms. Timely procurement of goods and services is ensured to maintain an efficient supply chain.
Risk assessment and mitigation strategies are implemented to address potential supply chain issues.
Compliance with procurement policies and regulations is a priority, requiring ongoing awareness of industry
standards