Republic of the Philippines

CAVITE STATE UNIVERSITY

Trece Martires City
(0977) 803- 3809
www.cvsu.edu.ph

DEPARTMENT OF HOSPITALITY MANAGEMENT

NEO’S BAR AND RESTAURANT

STRATEGIC PLANNING

In Partial Fulfillment for the Requirements in

BSHM 151: STRATEGIC MANAGEMENT IN TOURISM AND HOSPITALITY

Submitted by:
Members:

ANQUILAN, EISLE ANN

ANTENOR, ELLA

ABERJEDO, LOUGIE

GALON, MARIELLE JANE

TACLE, JOHN MARK

MORICO, PATRICIA

QUIRIT, LOREJENNY

Submitted to:
Ms. Ivy Joy R. Fonclara
Instructor I

JAN 2024
P a g e 1 | 25
 TABLE OF CONTENTS

Title

I. Executive Summary…………………………………………………………………3

II. Company Description………………………………………………………………4

III. Mission Statement…………………………………………………………………7

IV. Vision Statement…………………………………………………………………..7

V. Goals………………………………………………………………………………..8

VI. Industry Analysis…………………………………………………………………..10

VII. Marketing Plan……………………………………………………………………11

VIII. Capacity………………………………………………………………………….14

9. Operations Plan………………………………………………………………………15

10. Financial Projections……………………………………………………………….17

11. Evaluation Methods………………………………………………………………..24

P a g e 2 | 25
 I. EXECUTIVE SUMMARY

Neo's Bar and Restaurant is an upscale dining and entertainment establishment

located in the heart of Dasmarinas City. Our vision is to create a unique culinary

experience that combines innovative cuisine, artisanal cocktails, and immersive

entertainment, catering to a diverse clientele seeking sophistication and excitement. In a

bustling market saturated with dining options, Neo's stands out with its fusion of local

flavors and contemporary flair. Our menu features carefully crafted dishes made from

locally sourced, high-quality ingredients, ensuring freshness and authenticity in every

bite. Complementing our culinary offerings is a meticulously curated selection of

cocktails, expertly crafted by our skilled mixologists to tantalize the palate and enhance

the dining experience.

At Neo's, we believe that entertainment is an integral part of dining, which is why we

offer live performances and themed events to captivate our guests and create a vibrant

atmosphere. Whether it's live music, DJ sets, or themed nights, there's always something

exciting happening at Neo's.

Our target demographic includes discerning diners aged 20-45, as well as tourists and

business professionals looking for a sophisticated yet lively dining destination. Through

strategic marketing initiatives, including digital advertising, social media engagement,

and partnerships with local businesses and event organizers, we aim to position Neo's as

the premier choice for upscale dining and entertainment in Dasmarinas City. With a focus

on exceptional service, culinary innovation, and immersive entertainment, Neo's Bar and

Restaurant is poised to become a cornerstone of the city's dining scene.

P a g e 3 | 25
 II. COMPANY DESCRIPTION

LOGO

Figure 1. Logo of Neo’s Bar and Resto

The logo for Neo's Bar & Resto features vibrant neon colors, a captivating cocktail icon,

and fork and spoon symbols. The neon color scheme creates a visually appealing design that

reflects the lively atmosphere of our establishment. The upper part of the logo showcases our

vibrant yellow slogan, expressing our brand message and values concisely. The cocktail icon

represents our wide range of delicious drinks, while the fork and spoon symbols emphasize our

commitment to diverse and delectable dishes. The white color of the name "Neo's Bar & Resto"

adds a touch of sophistication and enhances legibility. The modern and stylish combination of

neon colors adds a contemporary flair to the logo, reflecting the trendy and vibrant ambiance of

our Restobar.

P a g e 4 | 25
COMPANY OVERVIEW

Neo's Bar and Restaurant is an upscale dining and entertainment venue situated in

the vibrant heart of Dasmarinas City. Established in 2023, Neo's is dedicated to

providing a distinctive culinary experience that seamlessly blends innovative cuisine,

handcrafted cocktails, and immersive entertainment, setting itself apart as a premier

destination for discerning diners and socialites alike.

Complementing our culinary offerings is an extensive beverage program curated

by our team of expert mixologists. From classic cocktails with a modern twist to

innovative libations featuring premium spirits and house-made infusions, our bar

menu is designed to delight the senses and elevate the dining experience. At Neo's,

dining is more than just a meal—it's an experience.

Neo's is proud to be an active member of the local community, supporting local

artists, musicians, and businesses through partnerships, collaborations, and

sponsorships. We believe in giving back to the community that supports us and strive

to foster a sense of belonging and connection among our guests and neighbors. Neo's

Bar and Restaurant invites guests to embark on a culinary journey like no other,

where every dish tells a story, every cocktail is a work of art, and every moment is

filled with excitement and delight. We look forward to welcoming you to Neo's and

creating unforgettable memories together.

P a g e 5 | 25
BUSINESS LOCATION

Neo's Bar and Resto is located at the intersection of Aguinaldo Highway and

UTS Boulevard in Dasmarinas, Cavite. This location is close to PCU

College( approximately 200m), SM, convenience stores, coffee cafes, and other

restaurants. Customers will find the site easy to use, visible, and handy.

Neo's Bar and Resto is located along the Aguinaldo Highway, and with its

vivid neon surroundings, the restobar is immediately visible from a distance.Neo's

Bar and Resto is widely accessible to the general public due to its location on the

highway. The restaurant is easily accessible because it is open up until midnight.

Vehicles, both public and private, may pass through Neo's bar and restaurant. The

bulk of the vehicles from Silang, Dasma, and General Mariano Alvarez are

available for the consumer to ride.

The principal highway in the specified city has moderate to strong traffic

due to its numerous possible routes from Silang, Dasma town itself, and General

Mario Alvarez. On the other side, this has generated chances for street merchants.

P a g e 6 | 25
III. MISSION STATEMENT

At Neo's Bar and Resto, our mission is to curate a dining experience that

transcends the ordinary, where guests are transported to a realm of culinary

excellence, vibrant ambiance, and unparalleled hospitality. We are dedicated to

sourcing the finest ingredients, crafting innovative dishes, and delivering

personalized service that exceeds expectations, ensuring that every visit to Neo's

is a memorable occasion filled with warmth, flavor, and joy.

IV. VISION STATEMENT

Our vision at Neo's Bar and Resto is to become the epitome of culinary

sophistication and entertainment excellence, setting the standard for upscale

dining destinations worldwide. We aspire to be more than just a restaurant; we

aim to be a cultural hub where gastronomy, mixology, and entertainment

converge to create an immersive experience that ignites the senses and inspires

connection. With a commitment to continuous innovation, community

engagement, and guest satisfaction, we strive to redefine the boundaries of

hospitality and leave a lasting impression on all who grace our doors.

P a g e 7 | 25
V. GOALS

1. Culinary Excellence: Our mission is to always provide our visitors with

delicious, inventive food that makes Neo's a destination for foodies.
2. Unmatched Hospitality and Service: To make every visitor feel
appreciated, at home, and ready to come back by offering unmatched
hospitality and service.
3. Establishing Neo's as a prominent dining and entertainment facility
by raising brand knowledge and visibility locally and regionally is the goal
of brand recognition.
4. Community Engagement: To actively participate in, support, and give
back to the local community through events, collaborations, and charitable
endeavors.
5. Sustainable Growth: Attaining sustainable financial growth while
upholding our values of ethics, dependability, and environmental
stewardship.

ANNUAL OBJECTIVES

By making thoughtful menu improvements, price changes, and upselling

efforts, you may raise income.

Boost customer satisfaction ratings by implementing staff training initiatives,

improving services, and proactively addressing guest concerns.

Launch focused marketing initiatives to grow recurring business and draw in

new clients, which will boost client acquisition and retention.

Boost operational effectiveness to reduce overhead expenses by introducing

new technology, improving staffing levels, and streamlining procedures.

P a g e 8 | 25
 For the purpose of encouraging sustainability and bolstering the local

economy, fortify relationships with regional vendors and suppliers to

guarantee the continuous availability of premium materials and ingredients.

LONG TERM OBJECTIVES:

Introduce the Neo's brand to new areas in the area, concentrating on

important regions where there is a strong need for luxury eating

establishments and significant growth potential.

Make Neo's a household name by introducing cutting-edge methods,

products, and strategies that uplift the food business and encourage

environmental responsibility.

Create a lively and welcoming neighborhood around Neo's by holding

frequent get-togethers, workshops, and joint ventures that encourage

mingling of cultures and the development of new relationships.

Leverage the strength of Neo's brand and customer devotion to diversify

revenue streams by introducing branded goods, catering services, private

dining experiences, and online sales.

Obtain praise and recognition from the industry for your outstanding work

in hospitality, food, and entertainment, enhancing Neo's standing as a

premier eating and entertainment destination.

Encourage a culture of innovation, excellence, and ongoing learning

among the Neo team members by offering chances for career

advancement, coaching, and teamwork to stimulate enthusiasm and

superiority in all facets of our business operations.

P a g e 9 | 25
VI. INDUSTRY ANALYSIS

Neo's Bar and Restaurant operates within the broader hospitality industry,

which encompasses a diverse range of businesses providing food, beverage, and

entertainment services to consumers. Here's an analysis of the industry landscape

as it pertains to Neo's:

There is a growing demand for unique dining experiences that offer not only

exceptional food and drinks but also immersive entertainment and ambiance.

Increasing awareness of health and environmental concerns is driving demand for

organic, locally sourced ingredients, as well as sustainable practices in food

production and service.

The industry is witnessing a trend towards the integration of technology

in various aspects of operations, including online reservations, mobile ordering,

and personalized marketing.Neo's must comply with stringent regulations related

to food safety, sanitation, and health codes to ensure the well-being of its

customers and employees.

Obtaining and maintaining the necessary licenses and permits for serving

alcoholic beverages is crucial, and compliance with regulations regarding

responsible alcohol service is essential. The overall economic climate, including

P a g e 10 | 25
 factors such as disposable income levels, consumer spending habits, and

employment rates, can impact the demand for dining and entertainment services.

VII. MARKETING ANALYSIS

TARGET MARKET PROFILE

Neo’s Bar & Resto operates within the vibrant hospitality industry,

offering a fusion of bar atmosphere and restaurant dining. With projected annual

sales of over 18,821,838 pesos, the industry caters to diverse consumer

preferences. Neo’s targets various customer segments seeking a socializing

experience accompanied by food and beverages.

CUSTOMER PROFILE

P a g e 11 | 25
 Themes
Young adults and professionals Neo’s Restobar aim to attract a
younger demographic, such as
college students and young
professionals, who are looking
for a trendy, upscale dining
and socializing experience.
This target market typically
includes individuals in their
late teens to mid-30s who are
looking for a trendy, upscale
dining and socializing
experience.

Families and groups Neo’s Restobar may target

families and groups by offering
a diverse menu with options
that appeal to a wide range of
tastes and dietary needs, as
well as ample seating to
accommodate larger parties.
The age range for this
demographic includes adults of
all ages and children of various
ages.

Tourists and travelers Neo’s Restobar is located in

tourist areas may target
travelers who are looking for a
unique dining and cultural
experience that combines the
local cuisine with a socializing
atmosphere. The age range
may include individuals of all
ages who are visiting the area
for business or leisure.

Music and entertainment Neo’s Restobar may offer live

enthusiasts music, DJ performances, or
other forms of entertainment
that attract music and
entertainment enthusiasts
looking for a fun night out. The
age range for this demographic
can vary, but it typically
includes younger adults in their
20s and 30s who enjoy live
music and entertainment.

High-income individuals The age range for this

demographic can vary, but it
typically includes individuals
P amid-50s
in their mid-30s to g e 12 | 25
who have higher levels of
disposable income and are
willing to pay a premium for a
Future Market
Neo's Bar & Resto is considering several stimulating growth-oriented

options. The team plans to add handcrafted cocktails and local beers to the drink

list in addition to considering ideas about growing the menu by including dishes

that combine flavors from around the world. And will also look into virtual dining

options so that they can deliver tasty meals and beverages to clients wherever

possibly be. As the team look in to methods to make the operations more

environmentally friendly, sustainability will also be on the minds. Additionally,

Neo's Bar & Resto will be dedicated to supporting charitable causes and

collaborations with the community. Neo's Bar & Resto will continue to thrive by

staying on the cutting edge and paying attention to what customers want.

Major Competitors
Neo’s Bar & Resto faces direct competition from several key players in the local
dining scene:
• Padi’s Point
• Basio Bar and Restaurant
• Giligan's
• 4th Avenue

Market Analysis Summary

Neo's Bar and Resto's target market includes residents of Dasmarinas and

GMA (General Mariano Alavrez) roads, as well as those living near SM and PCU

P a g e 13 | 25
 campus. The place is located at a corner of a busy national main road which is

easier to see and perfect for promotion of the business.

VIII. CAPACITY PLANNING

Neo's Bar and Resto's ability to strategically plan is a key factor in its success

in the cutthroat hospitality sector. Neo's exhibits its ability to plan strategically in

the following ways:

1. Neo's is run by leaders who set the organization's course strategically and with a

clear vision. They encourage the team to make sure that all strategic choices are in

keeping with the company's mission and to match their efforts with long-term

objectives.

2. Neo's performs in-depth market study to comprehend consumer preferences,

market trends, and the competitive environment. Strategic decisions on menu

options, pricing schemes, advertising campaigns, and growth plans are informed

by this analysis.

3. Neo's often performs SWOT (Strengths, Weaknesses, Opportunities, and Threats)

studies in order to determine external threats and opportunities as well as internal

strengths and weaknesses. Neo's is able to take advantage of opportunities, rectify

weaknesses, capitalize on strengths, and reduce threats as a result.

4. Long-term Perspective: Neo's approaches strategic planning with a long-term

focus, taking into account both immediate goals and the establishment's

overarching vision. This guarantees that the company's long-term growth and

sustainability goals are in line with strategic decisions.

P a g e 14 | 25
IX. OPERATIONS PLAN

The operations plan of Neo's Bar and Resto is an integral component of its

strategic planning process, focusing on the efficient and effective management of

its day-to-day activities to achieve its strategic objectives. Here's an overview of

Neo's operations plan within its strategic framework:

Plan
Objectives • Provide tasty cuisine and beverages at
reasonable costs.

• Ensure a safe and secure environment

for customers and staff.

• Establish Neo's Bar and Resto as a go-to

destination for residents of Dasmarinas
and neighboring areas.

• Maintain high standards of service and

cleanliness.

Key Strategies • Offer a diverse menu of delicious dishes

and beverages at competitive prices.

• Implement safety measures including

security cameras, fire alarms, and trained
security personnel.

• Focus marketing efforts on residents of

Dasmarinas and nearby areas, leveraging
the restaurant's location and accessibility.

• Train staff to deliver exceptional service

and uphold cleanliness standards.

Action Plan • Procure necessary equipment and

P a g e 15 | 25
 supplies for the kitchen, bar, and dining
areas.

• Install security cameras and fire alarms,

and train staff on safety procedures.

• Conduct marketing campaigns targeting

the local community through flyers, social
media, and word-of-mouth.

• Provide comprehensive training for all

staff members to ensure they are well-
prepared to deliver excellent service.

Performance Metric • Customer satisfaction surveys.

• Revenue and profit margins.

• Compliance with safety and cleanliness

standards.

Responsibilities and Timeline • Assign specific tasks to managers and

staff members.

• Establish timelines for equipment

procurement, staff training, and marketing
campaigns.

P a g e 16 | 25
X. FINANCIAL PROJECTIONS

Creating financial projections for Neo's Bar and Resto as part of its strategic

planning process involves forecasting the establishment's revenues, expenses, and

profitability over a specified period. Here's an outline of the financial projections

for Neo's:

A. Capital Investment

Capital Investment

Category Price Total Price

1. Land

Location: Aguinaldo ₱70,000 ₱840,000

Highway and UTS Bypass

Road in Dasmarinas, Cavite

Land size: 400 sq. 175 per sq.

meter meter

2. Construction cost ₱10,100,000

Building ₱8,000,000

Landscaping ₱300,000

P a g e 17 | 25
 Furniture and ₱1,000,000

fixtures

Interior Design ₱800,000

3. Utilities ₱744,000

Internet ₱24,000

Electricity ₱600,000

Water bill ₱24,000

Pest Control ₱60,000

Maintenance ₱36,000

4. Equipment and Utensils ₱493,165

Kitchen Equipment ₱97,400

Coolers and ₱98,100

Refrigeration

Cooking Equipment ₱29,890

Safety Equipment ₱23,600

Serving wares ₱46,575

Office Equipment ₱62,400

Bartending Tools ₱15,460

P a g e 18 | 25
 Takeout Supplies ₱4,740

Glasswares ₱30,000

Cleaning Materials ₱10,000

Play Area Equipment ₱25,000

Front of the House ₱50,000

5. Planning Cost ₱800,000

Consultant Fee ₱800,000

6. Working Capital ₱1,500,000 ₱1,500,000

Total Capital ₱14,477,165

Investment

B. Employee Salary

Salary and Manpower

Personnel Number Rates Monthly Annual

Salary Salary

Manager 2 -- ₱28,080 ₱336,960

Head Bartender 1 ₱517 ₱13,442 ₱161,304

Head Cook 1 ₱517 ₱13,442 ₱161,304

Bartender 1 ₱494 ₱12,844 ₱154,128

P a g e 19 | 25
 Cook 3 ₱470 ₱36,660 ₱439,920

Server 6 ₱470 ₱73,320 ₱879,840

Dishwasher 2 ₱470 ₱24,440 ₱293,280

Janitor/Janitress 2 ₱470 ₱24,440 ₱293,280

Bouncer/Securities 2 ₱470 ₱24,440 ₱293,280

Cashiers 2 ₱470 ₱24,440 ₱293,280

Total 22 ₱3,306,576

C. Estimated Income and Expenses

Estimated Income and Expenses for Restobar

Daily Sales Lunch (60%) Dinner (70%) Midnight Total

Snack (50%)

Restobar 36 42 30 108

Seating

Capacity

(60)

P a g e 20 | 25
Max 2 2 1 5

Turnover

Daily 72 84 30 186

Covers

Average ₱323.2993 ₱323.2993 ₱323.2993 ₱969.8979

Check

Daily Sales ₱23,277.5496 ₱27,157.1412 ₱9,698.979 ₱60,133.6698

(DC*AC)

Annual 313 313 313

Operating

Day

Projected ₱7,285,873.025 ₱8,500,185.196 ₱3,035,780.42 ₱18,821,838.644

Annual 3

Sales

(DS*AOD)

Monthly ₱1,872 ₱2,184 ₱780 ₱4,836

Sales

Covers

(DC*26)

Monthly ₱605,216.2896 ₱706,085.6712 ₱252,173.454 ₱1,563,475.415

Sales(DS*26

P a g e 21 | 25
)

Estimated ₱7,262,595.475 ₱8,473,028.054 ₱3,026,081.44 ₱18,761,704.977

Gross Sales 2 4 8 6

(MS*12)

Less Vat ₱2,251,404.597

12%

Net Sales ₱16,510,300.3806

Less ₱4,127,575.0952

Operating

Cost

Gross ₱12,382,725.2854

Profit

D. Controllable Expenses

Labor Cost

Payroll ₱3,306,576

SSS Contributions ₱281,058.96

Pag-ibig Contribution ₱66,131.52

PhilHealth ₱115,730.16

P a g e 22 | 25
 Meal Allowance ₱343,200

Insurance ₱115,730.16

Total Labor Cost ₱4,228,426.8

Pre Opening Expenses

Training Expenses ₱90,000

Marketing Expenses ₱50,000

Permits ₱15,000

Telephone/Internet Installation ₱3,000

Total Pre Opening Expenses ₱158,000

Total Controllable Expenses ₱4,386,408.6

Cost Depreciation and Income Tax 98,633

Total Capital Investment ₱14,477,165

Total Gross Profit ₱12,382,725.2854

Less (Total Controllable Expenses and Cost ₱4,485,041.6

Depreciation and Income tax)

Annual Net Profit ₱7,897,683.6854

Return of Investment 54.55%

Payback Period 1.83

P a g e 23 | 25
XI. EVALUATION METHODS

To ensure the stability of Neo's Bar and Restaurant, the management

consistently conducts customer surveys to gauge their satisfaction with the

establishment's service. The customer survey questionnaire includes assessments

of service quality, food quality, ambiance, and affordability. Customers are also

encouraged to leave comments and suggestions on the business's social media

accounts. Service quality encompasses the speed and accuracy of the staff in

fulfilling customer needs and their knowledge about the establishment. Regarding

food quality, customers evaluate the taste and suggest improvements. Ambiance

plays a crucial role in the overall experience; customers assess decor, lighting, and

sound system impact on their dining experience. Affordability considers whether

the food justifies its price in terms of quality and taste.

After evaluating customer perceptions, Neo's Bar and Restaurant must take

action based on their suggestions. This includes enhancing service quality through

staff training and improving ambiance to meet customer preferences.

Additionally, efforts should focus on enhancing food taste while maintaining

affordability.

It's essential to consistently conduct random customer evaluations to ensure

the company continues to provide high-quality service to its valued guests. This

P a g e 24 | 25
approach enhances customer satisfaction and fosters loyalty, ultimately benefiting

Neo's Bar and Restaurant.

P a g e 25 | 25