Group 4 - Marketing Plan (Potato Corner)

Polytechnic University of the Philippines
Sta. Mesa Manila

College of Business Administration
Marketing Plan of Potato Corner
Submitted to:
Ms. Mary Anne C. Aure
Submitted By:
Boquil, Franklin
Dalmacio, Kimberly
Ducusin, Kurt Sebastian
Francisco, Mary Lyn
Lalosa, Tricia
Manalo, Antonette
Obane, Diana
Sagurit, John Lloyd
Tolentino, Aura Carmela
Marketing Management
BSBA HRM 4-4
Abstract
Potato Corner is a french fries outlet chain that originated from the Philippines and has been operating since
1992. They are known for their flavored french fries. Mainly their success was from their franchises. Them being able to
get franchise get them to many of the place including other countries. This paper examines the feasibility of Potato
Corner as one of the concessioners on the PUP Lagoon. This paper also shows the background of the Potato corner. This
shows all the information like competitor analysis, internal and external assessment, and many more.
Wherein it is revealed from this paper that putting up a Potato Corner to the PUP Lagoon was not that practical.
Since it needs a lot of time to get the return of investment. It is because, PUP still does not implement a full face to face
classes. Since the potential target market of the Potato Corner was mostly students from the university. Also, the pricing
of the Potato Corner was more priced than the usual student might buy from the university.
From all of these, the researchers concluded that opening a Potato Corner on the PUP Lagoon was not advisable.
It is recommended for them to open a franchise where there are more foot traffic, cheaper rent, and a location that will
serve its target market.
Table of Contents
I.EXECUTIVE SUMMARY………………………………………………………………………………. 1
II.COMPANY OVERVIEW……………………………………………………………………………….1
Business Concept…………………………………………………………………………………1
Product Portfolio…………………………………………………………………………………1
Current Situation…………………………………………………………………………………5
III.CORE COMPETENCIES……………………………………………………………………………….5
IV.EXTERNAL ASSESSMENT……………………………………………………………………………6
General Environment (PESTEL Analysis)……………………………………………………..6
Industry Environment (Porter’s 5 Forces)……………………………………………………..7
V.COMPETITORS…………………………………………………………………………………………8
VI.INTERNAL ASSESSMENT…………………………………………………………………………...14
Resource-Based View Analysis…………………………………………………………………14
Physical Resources…………………………………………………………………………….....15
Human Resources………………………………………………………………………………..17
Organizational Resources……………………………………………………………………….18
VII.STRATEGY ANALYSIS………………………………………………………………………………19
SWOT Matrix (Strategies)……………………………………………………………………….19
Porter’s Generic Strategies………………………………………………………………………20
Market Growth Strategies……………………………………………………………………….21
Other Relevant Strategies………………………………………………………………………..21
VIII.THE TARGET MARKET……………………………………………………………………………..22
IX.THE MARKETING MIX PLAN(7Ps)………………………………………………………………….23
X.THE PROJECTED FINANCIALS………………………………………………………………………24
XI.CONCLUSION AND RECOMMENDATIONS……………………………………………………...27
XII. References………………………………………………………………………………………………28
I.EXECUTIVE SUMMARY
Potato Corner
POTATO CORNER is a french fries outlet chain that originated from the Philippines and has been operating
since 1992. It has been called as "King of Kiosks" by Masigasig Magazine due to its success in the industry. After twenty-
five (25) years of operation, POTATO CORNER can still be spotted almost everywhere in the Philippines and even
abroad with its bright green kiosk adorned with a cute smiling potato warmly welcoming everyone to stop by and
satisfy their cravings.
Potato Corner's phenomenal success was mainly because of its business model — franchising, which was
possible, by utilizing other people's money to open more stores. According to International Franchising Association
(IFA), the term "franchise" refers to a form of product or service distribution where a franchisor creates the brand's
trademark or trade name and a business system and a franchisee pays a royalty and frequently an upfront fee in
exchange for the right to operate under the franchisor's name and system.
Potato Corner's concept is simple and that is to "Take the world's most eaten food, add our signature spice blends and
the result is a product that after one bite will change the way you think about French Fries forever."
II.COMPANY OVERVIEW
Business Concept
Potato Corner is a global Philippine food franchise of Cinco Corporation, based in the Philippines. Potato Corner
outlets are well-known for its flavored french fries. Their success was largely because of their franchising business
model. Franchising is when a licensee (franchisee) and a licensor (franchisor) enter into a legal agreement that enables
the business owner to utilize the licensor's brand and operational procedures to market goods and services to consumers.
And Potato Corner does so by using their financial resources from other individuals to open more stores.
Product Portfolio
Since 1992, potato lovers have enjoyed the flavorful French fries sold under the Potato Corner brand.
The patented seasonings from Potato Corner that are its claim to fame are Barbeque, Cheese, Sour Cream, and
Chili Barbeque. To provide customers with the best snacking experience, all orders are freshly prepared. The main menu
at Potato Corner also includes loaded baked potatoes, potato chips, and tater tots even though its French fries are its
most well-known item. Potato Corner USA has even expanded its selection of chicken products in recent years.
Potato Corner’s Product Portfolio
Flavors - Barbeque - Enjoy a smoky, savory bite with every piece of fry.
Our signature BBQ flavor is definitely an all-time favorite that
Potato Corner lovers grew up craving for.
- Cheese - It’s no secret our OG cheese flavor is a classic. Potato
Corner’s cheese flavor is a feast for the eye and your taste buds
that will make you enjoy the most of it—even what’s left on
your fingertips!
- Sour Cream - It’s sour, it’s herby and it blends perfectly in your
mouth. Enjoy the zesty flavor of sour cream with your favorite
Potato Corner fries.
- Chili Barbeque - The classic BBQ flavor with a fiery twist. Get
1
your palates ready with every steamy, spicy bite of Potato

Corner Chili BBQ.
They also came up with a wide array of special flavors to choose

from (but sometimes it is only available at Potato Corner Lab–a
Potato Corner concept store where customers can customize their
own fries):
- Chili Cheese - We’ve spiced up our classic cheese flavor to give
each piece an even more addictive kick.
- Sweet Corn - Every bite of sweet corn Potato Corner fries is
like eating straight from a cob—except, it’s a cup of your
favorite crispy fries.
- Truffle - No need to dig deep to enjoy the aromatic flavor of
truffle you crave for—we’re bringing it to you in a tub.
- Wasabi - Feel a blast of smooth spiciness of wasabi with your
- White Cheddar - White cheddar brings a stronger flavor that
gives a new twist to your classic cheese fries.
- Ranch - Who needs a dip when your tub of Potato Corner fries
is paired with the classic, tangy ranch flavor?
- Adobo - This is 100% Pinoy-approved! Relish the signature
salty with a tinge of vinegar taste with mild pepper and bay
leaf taste that we all grew up to love.
- Chocolate - It’s sweet, salty and everything in between. Potato
Corner brings you a dessert and snack in one with chocolate-
flavored fries.
- Kimchi - Complete your K-Drama K-ravings with the
wickedly sour and spicy flavor of Kimchi that’ll make you
scream mashisoyo!
- Maple Bacon - The irresistible sweetness of maple + the
luscious smack of bacon + potato corner fries = the perfect mix.
- Cinnamon - Who knew cinnamon works, too, in fries? We’re
bringing its sweet-spicy, aromatic flavor to your favorite
- Chili Lime - Delight yourself with the fiery fusion of tang and
spice with chili lime fries.
- Butter Garlic - From your favorite dish to your favorite crispy
fries, we’re making every tub even more flavourful with the
combo of butter and garlic.
- Bleu Cheese - We’ve given your favorite cheese flavor a tangy,
creamy new taste that you will definitely crave for.
- Ketchup Mayo - Take away the saucer, we’ve blended your
classic ketchup mayo combo in a tub of your favorite Potato
Corner fries.
- Honey Butter - Enjoy this heavenly match of creamy butter
and sweet honey all in a cup of Potato Corner fries.
- Curry - Potato Corner curry fries are rich in different hints of
herbs and spices. It'll make you ask for more!
- Cookies and Cream - Why get a dessert after enjoying Potato
Corner when you can have fries AND dessert in one?
- Seafood - Craving for Vitamin Sea? Enjoy yourself with a
2
combo of rich, hearty flavor in a cup.

- Paprika - Sweet, spicy, smoky—paprika adds a whole new
dynamic of flavor to your favorite crispy fries.
- Sweet and Sour - No need to cross the sea 'cause the sweet and
sour flavor of the orient has arrived in every cup of Potato
Corner fries.
- Spicy Cheese - We’ve spiced up our classic cheese flavor to
give each piece an even more addictive zing.
Specialty Fries - Hashbrown - Who says hash browns should only be made in
the morning? At Potato Corner, we’re serving your favorite
American breakfast dish all day!
- Jojos - They’re thin, they’re crispy and they’re absolutely
bursting in flavors. Every cup of Potato Corner Jojos serves you
both crispy and tender wedges you’ll definitely enjoy.
- Loopys - It’s your favorite crispy fries with a new twist—
literally. Add some fun to your fries with the all-new Loopys!
- Tater Tots - Don’t be fooled by its bite-sized look. Potato
Corner Tater Tots are crispy on the outside, tender inside, and
overall bursting with your all-time favorite flavors.
- Waffle Fries - Waffle fries are weaved with the signature crisp
of Potato Corner and the flavors you came to love to bring you
a crunchy delight.
New Products - Super Chicken Pop - Indulge in these bite-size, off-the-bone
chicken pops breaded and fried to a flavourful perfection.
- Flavored Tea - Quench your thirst with the sweet and
refreshing taste of uniquely flavored teas that are best paired
with Potato Corner's world-famous fries.
- Flavored Nachos - This perfect party snack coated in unique
and mouth-watering flavors that will remind you of Potato
Corner's signature flavors we all love.
- Tera Mix - There's no need to choose between all your Potato
Corner favorites anymore. You can now create a mouth-
watering combination of snacks and flavors in one tub.
Sizes - Regular
- Large
- Jumbo
- Mega
- Giga Tera
3
Prices
*Prices may vary across branches.
Franchising Packages
4
Current Situation
For more than 25 years, Potato Corner has been providing flavorful moments to people in the Philippines and
around the globe. Fries of all shapes and sizes, as well as everything in between, are always available at Potato Corner
in a fresh cup of delight that is best enjoyed in groups.
The co-founder and CEO of Potato Corner, Mr. Magsaysay, attributes the business' success to its simple
franchise model, which makes owning a business feasible and fosters a whole community of aspiring entrepreneurs. He
asserts that because they do not require royalty fees, their franchisees receive the best and highest net profit margin. 80%
of the company's stores at the moment are franchises, including its international locations.
The nostalgia associated with the Potato Corner brand, which was created in the Philippines, has greatly
increased consumer loyalty. As new customers continue to be drawn in by Potato Corner's patented seasonings, that
level of brand recognition has spread to the American market. What began as a single food cart in a Philippines night
market has grown into a franchise with over 1000 locations in 12 countries:
● Philippines
● USA
● Canada
● Panama
● Thailand
● Cambodia
● Indonesia
● Myanmar
● Hong Kong
● Saudi Arabia
● Australia
● Singapore
III.CORE COMPETENCIES
Vision
To become the leading French fries food product company and to have more flavors. Gain more brands worldwide.
Mission
Is to establish chains of fast food restaurants that will make available with plenty options flavors of the fries that are
affordable prices to the residences. To bring the best service to the environment and will meet your satisfaction.
Core Competence
F- Flexibility
R-Results Driven
I-Innovation
E-Empowers Others
S-Strategic Thinking
Objective
To make our customers happy and to help create more entrepreneurs. In the last seven years, we’ve seen a phenomenon:
our new partners here and abroad were our customers when they were in their early teens.
The goal of the company is to have a presence in every significant city or community throughout the world.
5
IV.EXTERNAL ASSESSMENT
PESTEL ANALYSIS
POLITICAL FACTORS
a. Foreign Trade Policy – Potato Corner originated here in the Philippines in 1992 as a cart store or a business. It
has been expanded all over the world but is still more popular in the Philippines. According to Araneta F. (2017)
Most of the potatoes of the business were imported from Belgium and America. Foreign Trade Policy under the
Political factors because the business is significantly impacted by global political concerns, particularly those
involving foreign commerce between the Philippines and the said 2 nations. So for the business to lessen the political
concerns they should be considering buying potatoes in the Philippines or in the Filipino suppliers.
ECONOMIC FACTORS
a. Increasing Labor Cost- Higher Labor Cost, which is higher wage rates and higher employee benefit will make
a worker a better off, but reduces companies’ profits, number of jobs and hours each person works in a business just
like in a fast food restaurant.
b. Inflation Rates- Economic factors are uncontrollable and unpredictable that can change based on the states
environment, and yet according to FocusEconomics 202, “Our panelists expect inflation to average 4.6% in 2023,
which is up 0.2 percentage points from last month’s forecast, and 3.1% in 2024.” And according to the BSP, (PRIVATE
economists polled by the Bangko Sentral ng Pilipinas last month expect 2023 inflation to hit 5.1 percent, breaching
the Monetary Board's (MB) 4.5-percent forecast”. Everyone knows that when the inflation is high it means the prices
are rising, however businesses are not equally affected by inflation. Since the quick service business only benefits
from short-term mild recessions when consumers can afford eating at fast food chains rather than more costly
restaurants, fast food companies are not totally impervious to long-term recessions.
c. Interest Rate- this perceived as a threat of the fast-food chains including Potato Corner. Usually, businesses
and individuals will reduce spending when interest rates are rising. Earnings will decline as a result, and stock
values will also fall. On the other hand, when interest rates have drastically dropped, firms and consumers will
spend more, driving up stock values. According to Kara Phelps 2022, “As inflation also drives up food costs from
distributors, however, restaurants are under increasing pressure to cut operating expenses”. The fact that company
owners have debt from several creditors, including banks and lending institutions, results in higher interest rates
that must be paid by them. Franchisees will undoubtedly have an impact on its revenue.
SOCIO-CULTURAL FACTORS
a. Age Distribution in the market- According to Mr. Joe Magsaysay, the owner and CEO of Potato Corner, he
mentioned that kids in the Philippines ages 5-12 years old will always be their primary target. And as a part of their
branding, they made a mascot named “Spudster” so that it will be more appealing to kids (CEO Magazine, 2019).
But until today, the millennial generation is still into flavored fries because first and foremost.
b. Age Distribution in Franchise- Potato Corner target market is a young customer. Aside from it they may keep
motivating young clients to become potential franchisees in the future because this is considered as their strategy
for their expansion.
c. Health Safety - All age groups and socioeconomic levels enjoy fried potato goods, namely French fries and
potato chips. Many customers worldwide use these goods as sources of energy and as between-meal snacks.
Increased intake of potatoes, both fried and unfried, was not linked to an increased mortality risk, a more than
6
doubled risk of mortality was linked to eating French fries more than twice each week (American Journal of Clinical
Nutrition, 2017). Regarding the health implications of fried potatoes, there is very little information and publications
about Potato Corner.
TECHNOLOGICAL FACTORS
a. Potato corner Availability- Potato Corner is available in every food delivery service here in the Philippines.
So, during the beginning of the pandemic Restaurants and eating places solely provided take-out and delivery
choices. They continued to rely on this method of producing income even after time passed and they were only
permitted to operate at a certain capacity. Food delivery offers several benefits to both customers and companies. It
provides a multitude of features that are just not present on other platform types, and it is quick and convenient.
ENVIRONMENTAL FACTORS
a. Pandemic- Government-imposed restaurant and bar closures to stop the COVID-19 pandemic's spread have
an impact on the world's food business. Potato Corner took advantage of the Digital Platform for a different
Marketing strategy that helps them to reach a lot of people and made this as an opportunity. “As we constantly
think of new ways to serve our customers here and abroad during these trying times, we also pursue creative
strategies to keep them – as any food business should – and hurdle the challenges of the pandemic in a playful and
fun way our brand is known for” said Potato Corner Marketing Head Joagui P. Mendoza.
LEGAL FACTORS
a. Copyright and Patent Laws – It is a trademark of an intellectual property and Potato Corner doesn’t own the
idea of a Potato flavored fries and because of it a lot of competitors can enter the market easily with the same concept
as the Potato Corner which is their flavored fries.
b. Safety Measures – Food safety is crucial because it helps shield consumers from the possibility of contracting
food-borne diseases even more that the world is still in pandemic. Additionally, it helps shield customers from
dangers of fatal illnesses and other health-related issues including allergies.
MICHAEL PORTER’S FIVE FORCES MODEL: adapted for food industry
7
Suppliers' negotiating power: Any firm needs inputs, such as labor and raw materials. Your company's profitability
may be significantly impacted by the price of your inputs. Another method for small agricultural producers to control
the ambiguity and sway of suppliers is through contracts and enduring relationships with both them and their suppliers.
Buyers' bargaining power is a term used to describe how your customers' spending habits affect your company's bottom
line. Both parties benefit from the transaction between the buyer and the seller. However, if buyers (who could be
distributors, customers, or other parties) have more economic clout, you won't be able to capture as much of the value
created and your earnings would be reduced.
Threat of new entrants: This threat refers to the potential entry of new companies into the market. New competitors
frequently have substantial resources and the drive to increase their market share. Capital needs, government policies
and regulations, access to inputs and distribution, economies of scale and other cost advantages, switching costs, and
brand identity are the main entrance obstacles. When the average cost decreases over a range of output, it is known that
a production method for a particular good or service demonstrates economies of scale over that range.
Threat of substitutes; it is possible for products from one company to be replaced by those from another. Customers
can simply switch away from your brand if you produce a commodity product that isn't different. Product to a rival's
product with no repercussion.
Competition between Rivals can be lessened by using a variety of strategies. Reduce pricing competition by
differentiating your goods from those of your rivals through innovative or enhanced features. Other strategies include
concentrating on a distinct market segment (foreign country), distributing your goods through a cutting-edge channel,
or attempting to forge closer connections and increase client loyalty. The level of competitive rivalry within the sector is
very high.
V.COMPETITORS
Coffee Realm
Usual Customer Students, Residents that was near the store,
Professors, and Office Workers
Products Espresso Coffee
- Caramel Macchiato
- White Mocha
- Hazelnut Mocha
- Mocha
- Spanish Latte
- Matcha and Espresso
- Dark Mocha Latte
- Flat White
- Flavored Latte
- Cappuccino
- Latte
- Americano
- Cold Brew
- Brewed
Coffee Based Frappes
- Java Chip
8
- Salted Caramel
- Coffee Jelly
- Triple Chocolate
- White Mocha
- Dark Chocolate
- Mocha
- Coffee
Non-Coffee Based Frappes
- Strawberry Cream
- Chocolate Chip Cream
- Cookies and Cream
- Strawberry Matcha
- Strawberry Chocolate
- Strawberry Mango Cream
- Blueberry Cream
- Matcha Cream
Quick Bite Sandwiches
- Egg and Cheese
- Ham and Cheese
- Overload
- Hungarian
- TLC Toast
- Bacon and Cheese
- Spam Nori
Price Range Php 60 – Php 155
Opening & Closing Hours 9:00AM – 10:00PM
Competitive Advantage They catered a lot of beverages and sandwiches
that the consumers can buy.
Jollibee
Products Burgers
- Yum Burger Value Meal
- Yum Burger Cheese Value Meal
- Bacon Cheese Yumburger Meal
- Yumburger Cheese Deluxe Meal
- Bacon Deluxe Cheese Yumburger Meal
- Amazing Aloha Yumburger Value Meal [
- Yum Burger Champ Value Meal
- Bacon Champ Value Meal
- Amazing Aloha Champ Value Meal
- Jolly Hotdog
- Jolly Hotdog Cheesy Classic w/ Drink [
- Jolly Hotdog Cheesy Classic w/ Fries &
Drink
- Fries & Float
Rice Meals
- 1 pc Burger Steak w/ Drink
- 2 pc Burger Steak w/ Drink
9
- 1 pc Burger Steak with 3 pcs Shanghai w/

Drink
- 1 pc Burger Steak w/ Fries & Drink
- Ultimate Burger Steak w/ Egg Meal &
Drink
- Ultimate Burger Steak w/o Egg Meal &
Drink
- Burger Steak Family Pan 6pcs
- Burger Steak Family Pan 8pcs
Jolly Spaghetti
- Jolly Spaghetti w/ Drink
- Jolly Spaghetti w/ Fries & Drink
- Jolly Spaghetti w/ Yumburger & Drink
- Jolly Spaghetti w/ Cheesy Yumburger &
Drink
- Jolly Spaghetti w/ Burger Steak & Drink
Chickenjoy
- 1 pc Chickenjoy w/ Rice & Drink
- 1 pc Chickenjoy w/ Double Rice & Drink
- 1 pc Chickenjoy w/ Jolly Spaghetti &
Drink
- 1 pc Chickenjoy w/ Palabok & Drink
- 2 pcs Chickenjoy w/ Rice & Drink
- 1 pc Chickenjoy w/ Rice, Fries & Drink
- Chicken Joy Bucket
- 6 pc Chickenjoy Bucket
- 8 pc Chickenjoy Bucket
Family Super Meals
- Family Meal A - 6 pieces Chickenjoy
Bucket, 3 rice, 3 sides, 3 sundaes, 3 drinks
- Family Meal A - 8 pieces Chickenjoy

Bucket, 4 rice, 4 sides, 4 sundaes, 4 drinks
- Family Meal B - 6 pieces Chickenjoy

Bucket, 3 spaghetti, 3 rice, 3 drinks
- Family Meal B - 8 pieces Chickenjoy
Bucket, 4 spaghetti, 4 rice, 4 drinks
Sides & Soup
- Jolly Crispy Fries (Regular)
- Jolly Crispy Fries (Large)
- Jolly Crispy Fries (Jumbo)
- 1 pc Original Tuna Pie w/ Fries & Drink [
- 1pc Peach Mango Pie (Solo)
- 1pc Buko Pie (Solo)
- 1pc Ube Macapuno Pie (Solo)
Jollibee Kiddie Meals
- Yum Burger with Reg. Pineapple Juice +
Toy
- Jolly Spaghetti with Reg. Pineapple Juice
+ Toy
10
- 1 pc Chickenjoy with Reg. Pineapple Juice

+ Toy
- Burger Steak with Reg. Pineapple Juice +
Toy
Breakfast Menu
- 2 pc Pancake w/ Drink
- Hotdog w/ Garlic Rice, Fried Egg &
Drink
- Breakfast Burger Steak w/ Garlic Rice,
Fried Egg & Drink
- Beef Tapa w/ Garlic Rice, Fried Egg &
Drink
- Corned Beef w/ Garlic Rice, Fried Egg &
Drink
- Longganisa w/ Garlic Rice, Fried Egg &
Drink
- Bacon, Egg & Cheese Pancake Sandwich
w/ Drink
- Egg & Cheese Pancake Sandwich w/
Drink
- Egg & Cheese Sandwich w/ Drink
Desserts and Floats
- Chocolate Sundae Twirl
- Coke, Sarsi or Royal Floats
- Vanilla Cone Twirl
- Chocolate Cone Twirl
- Mini Sundae Twirl
Opening & Closing Hours Open 24 Hours
Competitive Advantage Have a wide range of products. From breakfast
meals up to dessert that the consumers can buy
anytime.
Pizza Dragon
Products Meals to Go
- Beef Gyudon
- Beef Tapa
- Chicken Katsudon
- Chicken Tonkatsudon
- Pork Katsudon
- Pork Tonkatsudon
Maki
- Fresh Burrito Maki
- Fried Burrito Maki
- Mango Delight (12 Pcs)
- Mango Delight (24 Pcs)
- Tempura Roll (12 Pcs)
- Tempura Roll (24 Pcs)
11
Pasta
- Aglio Olio (Solo)
- Aglio Olio (Sharing)
- Creamy Pesto (Solo)
- Creamy Pesto (Sharing)
- Putanesca (Solo)
- Putanesca (Sharing)
- Fettuccine Carbonara (Solo)
- Fettuccine Carbonara (Sharing)
Pizza
- All Meat Pizza (Regular)
- All Meat Pizza (Family)
- All Meat Pizza (Big Family)
- Aloha Hawaiian Pizza (Regular)
- Aloha Hawaiian Pizza (Family)
- Aloha Hawaiian Pizza (Big Family)
- Bello Giardino Pizza (Regular)

- Bello Giardino Pizza (Family)
- Bello Giardino Pizza (Big Family)
- California Chicken BBQ Pizza (Regular)

- California Chicken BBQ Pizza (Family)
- California Chicken BBQ Pizza (Big

Family)
- Chicken Pesto Pizza (Regular)
- Chicken Pesto Pizza (Family)
- Chicken Pesto Pizza (Big Family)
- Margherita Pizza (Regular)
- Margherita Pizza (Family)
- Margherita Pizza (Big Family)
- Pancetta de Formaggi Pizza (Regular)
- Pancetta de Formaggi Pizza (Family)
- Pancetta de Formaggi Pizza (Big Family)
- Pepperoni Pizza (Regular)

- Pepperoni Pizza (Family)
- Pepperoni Pizza (Big Family)
- Quattro Formaggi Pizza (Regular)
- Quattro Formaggi Pizza (Family)
- Quattro Formaggi Pizza (Big Family)
Chicken Wings
6 Pcs
- Buffalo Wings
- Garlic Parmesan Wings
12
- Soy Garlic Wings

- Salted Egg Wings
Price Range Php 88 - Php 669
Opening & Closing Hours 10:00AM – 1:00AM
Competitive Advantage Also has a wide range of products which can cater
most of the consumers cravings.
Kiosk Stuffed Sizzling Sisig

Products Regular Meal
- Pork Sisig
- Chicken Sisig
- Liempo
- Hotsilog
- Porksilog
- Tapsilog
- Cornedsilog
- Tocilog
Barkada Meal
- Chicken Sisig
- Pork Sisig
Competitive Advantage A known Sisig place in the PUP. That serves
product for a very long time.
Master Buffalo
Products MB Wings
- 2pcs with rice
- 4pcs with rice
- 6pcs with dip
- 10 pcs with 2 dips
Flavors
- Honey Mustard
- Lemon Pepper
- Salted Egg
- Classic Normal
- Classic Mild
- Classic 911
- Korean Soy
- Smoked Bbq
- Cheesy Bacon
- Garlic Parmesan
- Honey Garlic
13
Competitive Advantage A known chicken wings place especially to the

students.
This are the stores that is around the PUP Sta. Mesa that can be a direct competitor to Potato Corner. They also
offer variety of products that the consumer can choose from. This table discusses the usual customer, products, price
range, opening & closing hours, and the competitive advantage of each competitor.
Most of these competitors have been in the PUP for a quite a while. Most of them also offers variety of products
for the customers. But Potato Corner’s advantage is that it has a well-known and loved French fries among other. With
its variety of flavors and sizes, this can cater many cravings of the consumers.
VI.INTERNAL ASSESSMENT
RESOURCE-BASED VIEW ANALYSIS
In the matrix, it was shown the Resource-Based View Analysis of Potato Corner. Companies can obtain a
competitive edge by utilizing internal resources that are valuable, distinctive, impossible to duplicate, and structured
for value capture, according to a school of thought known as the Resource-Based View (RBV). Instead of concentrating
on the competitive environment, Potato Corner develops competitive advantage by creatively employing internal
resources to exploit external resources.
Physical things like packaging, delivery equipment, and cooking utensils are examples of tangible assets. On
the other hand, intangible assets are non-physical elements like the management, franchisees, and crew members who
constitute Potato Corner's human resource. Physical resources are rarely an advantage over competitors because they
may be easily acquired. Due to inherent difficulty in duplicating, intangible assets are often the main source of long-
term competitive advantage. If all of these conditions are met, a company can use its resources to gain a long-term
competitive advantage.
14
PHYSICAL RESOURCES
In 1992, the first Potato Corner store in the Philippines opened its doors. They are widely available and dubbed the
"World's Best Flavored Fries," and can be found both locally and internationally in malls, school canteens, and theme
parks. Potato Corner was the first company to offer customers flavored french fries.
The tangible assets that Potato Corner Philippines owns include its physical premises, furniture, and stock. The company
has multiple locations around the Philippines, providing it a big consumer base and a sizable market presence. The
company has also invested in cutting-edge equipment and technology to ensure high-quality products and efficient
operations.
The following are the list of some of the supplies that are vital and required for the business franchise:
- A food truck serving fresh potatoes
This is the standard or conventional Potato Corner cart that offers the delicious snacks that everyone enjoys. The
shelves above the cart, which are behind it, will be used to store the paper bags and flavoring powders. There
are equivalent shelves and divisions for the various materials used.
- Freezer
The fries are stored in a medium-sized freezer, while the beverages are stored in a cooler. It is used by the
franchise to keep perishable goods from spoiling so that they can be used later.
- One spoon per container
These canisters hold the numerous powder flavorings that are utilized at Potato Corner. Additionally, these
containers are provided so that the crew members may quickly access the various flavors and save time by not
having to look for the powder flavorings.
- Canisters (Shaker)
These containers hold the fries, which will be agitated to help the seasoning powders adhere and give the fries
more flavor, fullness and satisfaction. At Potato Corner, distinct canisters for each flavor are used to prevent
flavor mixing in the fries.
- Strainers are used in deep fryers
The deep fryer includes a timer to ensure that the fries are cooked to the desired crispiness and softness. This
results in delicious fries. The deep fryer timer will increase restaurant productivity while maintaining the quality
of the fries served to customers.
- The use of a frying scoop and a covered pan
When the fries are ready to be placed in the container and proceed on to the next step, these hold the fries after
they have been shaken. It must be washed for hygiene reasons because it is made of stainless steel.
- Paper containers and packaging
As a franchise, Potato Corner serves its fries in branded containers. It is nicely packaged and available in a range
of sizes, including enormous, gigantic, mega, giga, and tera.
15
- Tongs
The franchise will provide tongs so that the product can be moved quickly and placed inside the paper bag. This
encourages hygiene because the consumer will notice that the staff is not using their hands to serve them.
- Weighing scale
A weighing scale is used at each Potato Corner stand to ensure that the quantity of fries delivered is accurate
and does not exceed the amount given to customers. The chain comes in a variety of sizes that a group can share,
ranging from the smallest to the largest. In order to avoid losses for the company, the weighing scale determines
the quantity to be served.
- Hairnet
The purpose of the hairnet is to assure customers that their food is clean, ready to eat, and safe to consume.
Customers are less likely to complain if the branch takes special care with their food.
- Gloves made of plastic
The gloves will promote sanitation by ensuring that the staff offers and serves clean food to customers. Personnel
will be able to avoid contact with the fries as they move from one container to another with the gloves on.
- Paper bags
Potato Corner has created its own paper bag design to hold the product so that those eating do not have to
struggle to appear clean and tidy. Every order of french fries is delivered to the customer in a paper bag.
- Plastic mask
Employees will wear it while preparing and serving the goods throughout their shifts to ensure appropriate
sanitation and extra care. Although using this is not required, doing so is strongly suggested if you want to keep
your sanity.
- Frying Oil
The french fries are cooked in frying oil. Potato Corner utilizes a specific frying oil to produce fries of the highest
caliber and mouth watering flavor. The chain should ensure that the fries are consistently of the highest
standard.
- Money box / Cash box
The cash box will be kept in a safe drawer connected to the cart that holds the money. The Potato Corner stall is
so modest that a large cash register is not necessary.
The franchise needs a variety of resources to operate successfully, including facilities, machines, and other equipment.
They are required for a business to operate efficiently, quickly, and smoothly. These products will also be able to help
the business achieve its profit goal. These tools are also required to produce and fry the delicious fries for which Potato
Corner is known.
16
HUMAN RESOURCES
In the past 25 years, Potato Corner has employed 236 individuals, with locations in 11 countries and over 900 in the
Philippines.
Potato Corner Organizational Chart
Franchise Organizational Chart
Potato Corner's (franchisee's) organizational chart begins with the franchisee, who will oversee the business's daily
operations. He will also oversee the two crew members who will be responsible for handling the stall.
Duties and Responsibilities of each personnel
1. Franchisee
17
The franchisee operates the purchased business site. He manages the franchise's core operations and the many
departments, including marketing, finance, and human resources.
2. Crew Personnel
The crew follows a set routine for cooking and serving food to clients each day. They will operate a range of
equipment, including the deep fryer (etc). They will be responsible for cleaning the required tools, equipment,
and work environment, including sweeping the floor. Crew members will also operate the cash register to accept
orders and process purchases.
ORGANIZATIONAL RESOURCES
Potato Corner, like any other company, has a variety of organizational resources that contribute to its operations and
competitiveness. Some of these resources include:
● Financial resources: Cash, investments, credit lines, and other sources of funding that a business has at its
disposal to support operations and expansion are common examples of financial resources. These funds can be
used to support expansion, acquisition, marketing, and other crucial business-related projects. The company's
financial resources can also be used to manage its financial risks, for example, by setting aside money to pay for
unforeseen expenses or losses.
Financial resources can come from a range of different places, including internal cash flow produced by business
operations, external funding from loans or investors, or a combination of the two. Companies may also use equity
or debt financing to raise money.
But, as a privately held company, Potato Corner does not have to disclose its financial information publicly, but
based on their growth and expansion plans, it can be inferred that the company has access to sufficient financial
resources.
● Intellectual property: This includes the company's brand, logo, patents and trademarks, which are valuable
assets for the company.
These intellectual property rights can provide Potato Corner with a competitive advantage by preventing others
from copying or using its branded products or services without permission. As a result, the company can charge
premium prices for its products, attract more customers, and generate more revenue.
It's important to note that the specific intellectual properties of Potato Corner are not publicly available which means
that it is not possible to confirm the specific Intellectual Properties that the company owns.
● Supply Chain: This includes the company's relationships with suppliers and vendors that provide it with the
raw materials and ingredients that are used to make its products.
● Marketing and Distribution: This includes the company's ability to market its products effectively, and the
company's distribution channels, which are important to reach its customers. Founded as a small food cart in
October 1992, Potato Corner, as of December 2022 has grown to become one of the largest food kiosk chains in
the Philippines with over 1,100 stores domestically and more than 200 international outlets in 13 territories
abroad.
In 2021, Shakey’s acquired the brand and is now one of the leading casual dining restaurant chains and food service
groups in the country. Whilst, in 2022, The Po brothers' Shakey's Pizza Asia Ventures (PIZZA) has increased the
scope of its takeover of Potato Corner by purchasing the Singaporean operation of the flavored fries kiosk. Shakey’s
paid P163.45 million in cash to buy out Cinco Corporation and John Edward Hernandez from Potato Corner
Singapore which has 10 company-owned and franchise outlets.
18
● IT and technology: This includes the company's use of technology to support its operations and customer
service, as well as its use of data analytics to make informed business decisions.
Overall, these resources are essential for Potato Corner to maintain its operations and competitiveness in the fast-food
industry.
VII.STRATEGY ANALYSIS
SWOT MATRIX STRATEGIES
For almost 25 years, Potato Corner has been regarded as the producer of the greatest tasting fries in the world.
Numerous honors have been given to Potato Corner during its 25-year existence. These achievements are the outcome
of countless hours of work by people who toil in the background to enable all of the success. Potato Corner has grown
dramatically from its modest beginnings as a little kiosk at SM Megamall to become known as a trustworthy and market-
leading brand in the food service industry. There are branches in America, Singapore, Indonesia, and a number of other
nations. Its administration and proprietor are both the Cinco Corporation. In October 1992, Potato Corner launched its
first branch in the Philippines. The following year, it started franchising. From modest carts to in-line shops that are
accessible practically everywhere, Potato Corner has evolved. Customers can locate Potato Corner in retail centers,
schools and universities, medical facilities, bus stations, theme parks, and even tourist hotspots all around the world.
STRENGTHS OF POTATO CORNER
One of Potato Corner's strengths is its ability to set reasonable prices for its products. Despite the apparent high
prices, customers continue to purchase products from Potato Corner because of its quality and cheap price. They stand
to benefit if given the opportunity to develop new products. This also feeds the growing market's desire for franchising.
Investing in Potato Corner carries a low level of risk. This is because returns are received on a regular basis, are normally
distributed, and are anticipated. Because it is necessary to eat and have a supply of food, the food sector is frequently
regarded as having low risks.
WEAKNESSES OF POTATO CORNER
It has also been reported that they take part in weak advertising initiatives. When negative market news, like
the inflation rate, emerges, their lack of advertising will cause them to fall farther behind. This might seriously affect
Potato Corner. To sustain their dominant market position even in hard economic times, they must keep close contact
with their customers, including through reaching out to them through advertising.
OPPORTUNITIES OF POTATO CORNER
Despite being the first company to gain industry recognition for flavored fries, Potato Corner has already
established a strong brand. This could be the key to capitalizing on opportunities for business expansion through
franchise purchases and social media expansion. To strengthen rather than harm their brand, Potato Corner must ensure
that they provide the market with more positive news than negative news.
THREATS OF POTATO CORNER
Potato Corner's limited product selection will have a result for its consumers. As previously stated, there are
only a few flavors available. As a result, they are vulnerable to the threat of unanticipated changes in taste. When
consumers' taste preferences are considered, their limited product selection may result in low sales turnouts, which is
largely caused by the fact that they have so few flavor alternatives. As a result, they are said to be less aware of the
product.
19
PORTER'S GENERIC STRATEGIES
The general strategy of Potato Corner establishes the fundamental method for creating the company's
competitive advantages. The business model for competing in the international market is also shaped by Potato Corner's
general competitive strategy. The successful execution of the generic strategy forms the foundation of the company's
competitive advantages and competencies.
Potato Corner adheres to the differentiation strategy out of the four generic strategies. Differentiation is a
marketing strategy used to set your product or service apart from competitors in your sector. Differentiation strategy,
as opposed to cost leaders, concentrates on the value proposition to customers. In other words, the value proposition
for some customers is higher for the product or service because it has a unique quality or feature that sets it apart from
its competitors. By putting this strategy into practice, businesses will be able to increase customer loyalty to the brand
and, as a result, their profits will be higher than the industry average. Product differentiation strategy, service
differentiation strategy, personnel differentiation strategy, image differentiation strategy, and so on are all examples of
differentiation strategies that are put into practice. In the case of Potato Corner, they are renowned for their premium
goods and brand image.
Today, not only in the Philippines but also all over the world, their distinctively flavored fries have earned a
respectable and well-known trademark. This food cart's business has grown both domestically and internationally and
has become the first place that aspiring entrepreneurs think to start. Today, it has developed from small carts into in-
line stores that can be found almost everywhere in the world, including malls, hospitals, schools, bus stops, amusement
parks, and even travel hubs in several nations.
Large fast-food chains like McDonald's, Jollibee, KFC, Bonchon, etc. were a competition for the company, but it
was still able to maintain its significant success and market dominance. Additionally, the company adheres to the generic
differentiation strategy by maintaining a strict focus. The foundation of Potato Corner is, quite simply, "Flavored French
Fries." And yet, with this straightforward focus, the company has been able to expand into a global brand with more
than 1,300 locations, 200 of which are in 13 different countries, including the USA, Canada, Indonesia, Panama, Australia,
Thailand, Hong Kong, Cambodia, Singapore, Vietnam, Myanmar, Kuwait, and Saudi Arabia. With over 1,000 stores, the
Philippines continues to be its home base and largest market, but global expansion is outpacing domestic expansion.
The infamous patented seasonings for their flavored fries in particular has been kept a secret, and nobody has ever
topped them before. By doing this, it is made sure that the product will continue to stand out from competing goods on
the market.
A brand's marketing strategy can also serve as a strong differentiator. Wherever you go in the Philippines, you'll
undoubtedly come across a lime-green stand with a smiling potato next to its now-famous name: Potato Corner. In this
instance, the consistent branding and design are easily recognizable and will surely stand out from the competition.
To achieve profits that are higher than the average for the same industry, Potato Corner employs the product
differentiation strategy.
The history of the French fries industry is extensive, and it has been gradually diversifying. In the future, it will
draw more players, increasing the level of competition. It demonstrates that the benefits of differentiation strategy can
be more clearly seen when the homogeneity of products within an industry is high. To increase their core
competitiveness and brand identification, foster consumer loyalty and value identity, and realize the sustainable and
healthy development of French fries enterprises, businesses should actively use differentiated marketing strategies.
20
MARKET GROWTH STRATEGIES
Growth Strategy is a plan of action to expand a company's market share (Izquierdo, 2022). A market growth
plan will help you map out your road to development if your business is wanting to grow, considering your industry,
your target market, and your financial situation. There are a lot of ways to grow your business. Which and how you
want to expand further your business is entirely up to you. These are two example strategies in which Potato Corner
grows their market.
Marketing Brands to Kids

Business New Philippines stated that Potato Corner introduces their brands by marketing it to kids. Magsaysay,
(owner and CEO) said that once you successfully market it to them, you'll get them for life.
Media Smarts made a great point of why marketers often make kids their priority in introducing a product by
emphasizing that in addition to their substantial individual purchasing power, children are a key demographic for
marketers since they will eventually become the adult customers of today's society. CSP Global also stated that children
have the power to influence their parents' purchasing habits. In addition to that, they claim that targeting young children
as early as possible builds loyalty to the brand.
Psychological Pricing Strategy
According to a blog posted by Tara Tonpibulsak, the tactic employed by Potato Corner is known as
Psychological Pricing Strategy (2019) which means using psychological influence or the subconscious to get clients to
spend more. An example of it is Potato Corner rounding off their rates with the number 9. By using this pricing method,
Potato Corner can trick customers into believing that they are purchasing french fries for less money than they actually
are.
OTHER RELEVANT STRATEGIES
CRITICAL SUCCESS FACTOR ANALYSIS
We chose three (3) Critical Success Factors from our SWOT Matrix and examined the order in which they must
be completed, which are urgent, and which are important, how long they will take to complete, and what barriers must
be overcome. The three (3) critical success factors that we have chosen in order are:
1. Investing in more powerful advertising campaigns. Potato Corner needs to invest more money on more
profitable advertising campaigns. Content marketing ranks first among the best marketing strategies for small
businesses in general. The content marketing framework includes all types of information delivery, such as
blogs, videos, and social media posts, which can help the company increase brand awareness in the market.
When negative market news, like the inflation rate, emerges, their lack of advertising will cause them to fall
farther behind. This might seriously affect Potato Corner. To sustain their dominant market position even in
hard economic times, they must keep close contact with their customers, including through reaching out to them
through advertising.
2. Product recognition. As potato corner faces low product recognition, they must change their ways and innovate
more for them to be known well in public. Potato Corner added flavors like sour cream and cheddar to its fries
in addition to the shaking ritual that has made it so well-known, particularly among kids, to differentiate
themselves from the competition and increase brand awareness.
3. Few new product variations. It is great that Potato Corner made a name as one of the best french fries outlet
chains. However, we believe that it is time for them to introduce new products besides their main – which is
21
french fries. You can see on their website that they offer new products, such as hash browns, jojos, waffle fries,
flavored tea and more. But they are limited, and they don't offer much variation. Had the consumer wanted a
flavor of tea not available in their menu, that customer would go to another store that offers what they want.
That doesn't mean that they should cater to all their consumers' preferences, but having presented a choice
would be a great move.
VIII.THE TARGET MARKET
8.1 Demographic Profile of the Target Market/Target Country
Age
Potato Corner focuses on university personnels and students of Polytechnic University of the Philippines - Main
campus whose age ranges from 15 years old and above since this is the usual age bracket of individuals that are currently
working and enrolled in the university.
Potato Corner brand carries with it a sense of nostalgia which will surely be enjoyed by students and university
personnels across all ages.
Sex
Potato Corner is for everyone — male, female, non-binary. Since this is a food category this could be enjoyed
and appreciated by everyone in the Polytechnic University of the Philippines - Main campus.
Profession and Income
Potato Corner focuses on all university personnels — regular and contractual as well as all students if they are
capable of purchasing the available products.
Psychographic Profile
Retrieved from (Martinez-Perez et al., 2022, Statistical Analysis), stated below are the information that were
gathered and summarized towards an understanding of university staff and students’ purchasing decisions influenced
by their attitudes, beliefs, and emotions.
Psychographic Information
● Taste, cost, and convenience are the major drivers of food purchase.
● There is significant interest in the increased availability and affordability of products, as well as the variety of
foods.
● Friendliness of store attendants is being considered when purchasing.
8.2 Market Needs

As the university prepares to open again for face-to-face interaction, Potato corner targets the food sector for its
product.
According to Sogari et al. (2018), there are intrapersonal factors represented mainly by attitude, behavior, self-
concepts, and skills that affect students' purchasing behavior towards food. They consider food preferences, time, price,
and state of mind.
For individuals in the university — who are most likely busy, have limited break times, and have hectic
schedules, Potato Corner is a great snack to purchase to satisfy hunger and cravings. A very convenient and easy to
purchase staple for everyone.
7.3 Market Population
22
Retrieved from https://www.pup.edu.ph/, with over 70,000 enrolled students, Potato Corner focuses on the
students and university staff of Polytechnic University of the Philippines. As of July 2022, the university offers 68
undergraduate and graduate programs.
IX.THE MARKETING MIX PLAN(7Ps)
Every organization has marketing objectives in order to be profitable. In the case of Potato Corner, there have
been insufficient data and sources to determine the marketing purpose of the company. As a substitute for the
company's marketing purpose, the mission is an important factor to consider. Potato Corner's objective is to ensure
that its franchisees have constant opportunities for growth and to maintain the high quality of their products. Working
closely with franchisees, they ensure that each branch achieves its maximum sales potential.
To further analyze the marketing strategy of Potato Corner, we take into consideration the 7Ps, which is the
marketing mix. These are product, place, price, people, physical evidence, promotion, and process.
Product
The product is what the organization is selling. This also signifies that a product is the output of a corporation. A
"product" can refer to either a good or a service. Potato Corner's product consists of flavored french fries. Their french
fries are seasoned with barbeque, cheese, sour cream, chili barbeque, chili cheese, sweet corn, truffle, wasabi, white
cheddar, ranch, adobo, chocolate, kimchi, maple bacon, cinnamon, chili lime, butter garlic, bleu cheese, ketchup mayo,
honey butter, curry, cookies and cream, seafood, paprika, sweet and sour and spicy cheese. Some of this flavor might
not be available both in the Philippines and internationally depending on the location. Additionally, they provide
hashbrowns and jojos. Potato Corner offers several sizes of french fries. There are regular, large, jumbo, mega, giga,
and tera units of measurement. For giga or tera, they allow the consumer to choose between two different flavors,
based on the desired variety. They also offered super chicken pop and flavored tea.
Place
The location of the business is the place. Potato Corner, for instance, has relatively accessible locations, as their stores
are typically situated in commercial districts and schools. Potato Corner strategically locates itself near movie theaters.
Potato Corner has locations in 12 countries, with roughly 900 locations in the Philippines and 1,100 locations globally.
Price
Price refers to the cost of a product. As previously said, Potato Corner's pricing flexibility is their greatest strength. The
pricing varies according to the sizes available. Prices as of January 2023 are as follows:
For the flavored fries tera Php 245, flavored fries jumbo Php 100, flavored fries mega Php 135 and flavored fries giga
Php 215. The pricing for additional items such as hashbrowns, jojos, and curly fries are roughly Php 35, Php 50, and
Php 75, respectively. However, prices may vary according to the location of the stall.
Menschen
Individuals who work for the company, whether they be part of the staff, employees, or top management, are
responsible for representing the company to the public. They are an integral component of the organization and play a
key role in serving and promoting the company's products. In the context of Potato Corner, the staff typically includes
cashiers and servers who wear distinctive uniforms. The uniform consists of a white polo shirt paired with a green,
yellow, or orange and yellow apron, as well as a hat with the Potato Corner logo. The staff is trained to be polite and
friendly, in order to create a positive experience for customers and encourage them to purchase the company's products.
Physical Evidence
Physical evidence consists of the store's visible aesthetics, which are typically consistent with the business's theme. For
Potato Corner, it changes somewhat depending on where they stand. The stalls are nearly identical in design.
However, there are designs for those put in malls with their own greater space. The Potato Corner in Central Square
23
BGC, for instance, is larger than typical stalls. They decked the business with carnival decorations. There are various
decorations, lighting, wall paint, artwork, and carnival games.
Promotion
Promotion is similar to advertisements that a firm creates to attract the attention of prospective clients. Two types of
advertising exist. Above-the-line marketing and below-the-line marketing are the two sorts of marketing. Potato
Corner is more likely to engage in above-the-line advertising. Above-the-line advertising is when a corporation uses
mass media to reach customers, but below-the-line advertising is when it targets specific individuals. As can be seen,
Potato Corner employs mass media more frequently to attract customers' attention. They posted their company details
on numerous websites, including Zomato.
Process
Process refers to the company's business procedures for ensuring the quality of its products and services. Typically,
Potato Corner is open from 10 a.m. to 10:30 p.m. However, this differs based on the store's location. For instance, if the
business is located in a shopping mall, its hours of operation will normally coincide with those of the mall. Typically,
Potato Corner has two personnel in the stall. Due to Potato Corner's reputation as a finger food company, they are
frequently hired for occasions such as birthday parties. In this location, they have set up their stalls. Potato Corner
accepts cash, credit cards, and debit cards.
X.THE PROJECTED FINANCIALS

Potato Corner Projected financials are forecasts of its cash inflows and outlays, income and balance sheet in 2017
according to the Feasibility Study on Franchising of Potato Corner ( Hipolito et. al, 2017)
I. Assumptions
24
25
II. Bill of materials
III. Man Power
26
IV. Project Cost
XI.CONCLUSION AND RECOMMENDATIONS
The analysts discovered that opening a Potato Corner franchise in One Corporate Center would not be practical due to
the lengthy period of time required for a return on investment (ROI). Since PUP does not implement full face to face
capacity. The fact that the target market at PUP is largely Class C and that they would not necessarily choose Potato
Corner over a whole lunch that is less priced as well is another aspect that contributed to the study not being possible.
And only a few programs are allowed to conduct a face to face class.
With this in mind, the researchers advise opening a Potato Corner franchise in a different area that offers cheaper rent
costs, more foot traffic, and a location that will serve its target demographic.
27
XII. REFERENCES
4 Secrets Behind the Success of Potato Corner. (2017, August 10). Business News Philippines. Retrieved February 12, 2023,
from https://www.businessnews.com.ph/4-secrets-behind-success-potato-corner-20170810/
Araneta, F. (2017, Sept 4). How This Filipino Entrepreneur Changed The French Fry Industry In His Country.
Retrieved on Feb 5, 2023 from https://vulcanpost.com/619477/potato-corner-filipino-entrepreneur/
Branding Nerd. (n.d.). Potato Corner: Concerning its Place in the World with Focus and Simplicity. Retrieved on Feb 5,
2023 from https://brandingnerd.ph/2021/05/23/potato-corner-cornering-its-place-in-the-world-with-focus-
and-simplicity/
BSP, T. M. T. (2023, January 12). 2023 inflation seen topping official target. The Manila Times. Retrieved February 3, 2023,
from https://www.manilatimes.net/2023/01/13/business/top-business/2023-inflation-seen-topping-official-
target/1874044.
Cadiz, R. (2019). Craft your own spud masterpiece at the Potato Corner Lab. Retrieved on Feb 5, 2023 from
https://www.loopme.ph/looptalk/craft-your-own-spud-masterpiece-at-the-potato-corner-lab
Cahiles-Magkilat, B. (2021, December 18). How potato corner's sparked fun during the pandemic. Manila Bulletin. Retrieved
February 3, 2023, from https://mb.com.ph/2021/12/18/how-potato-corners-sparked-fun-during-the-
pandemic/
CEO Magazine. (2019, July 22). Jose Magsaysay CEO of Potato Corner. The CEO Magazine. Retrieved February 3, 2023,
from https://www.theceomagazine.com/executive-interviews/food-beverage/jose-magsaysay/
FocusEconomics, F. E. (2013, December 9). Economic indicators, news and forecasts - focuseconomics. FocusEconomics |
Economic Forecasts from the World's Leading Economists. Retrieved February 3, 2023, from
https://www.focus-economics.com/
Hipolito, M. et. al. (2017, April). PotatCorner. pdfcoffee.com. Retrieved February 7, 2023, from
https://pdfcoffee.com/potatocorner-pdf-free.html
Klein, N. (n.d.). How Marketers Target Kids | MediaSmarts. MediaSmarts |. Retrieved February 12, 2023, from
https://mediasmarts.ca/digital-media-literacy/media-issues/marketing-consumerism/how-marketers-
target-kids
Marketing to Children | CSP Global. (n.d.). Online Programs from Concordia University, St. Paul. Retrieved February 12,
2023, from https://online.csp.edu/resources/article/marketing-to-children/
Martinez-Perez, N., Telleria-Aramburu, N., Insúa, P., Hernández, I., Telletxea, S., & Ansotegui, L. (2022). On-campus
food purchase behaviors, choice determinants, and opinions on food availability in a Spanish university
community. 103 - 104. https://doi.org/10.1016/j.nut.2022.111789.
Potato Corner Franchise Success Story. (2020, April 17). Francorp Philippines. Retrieved February 12, 2023, from
https://www.francorp.com.ph/post/potato-corner
Potato Corner. (n.d.). Potato Corner. Retrieved on Feb 5, 2023 from https://potatocorner.com
Potato Corner. (n.d.). Wikipedia. Retrieved February 12, 2023, from https://en.m.wikipedia.org/wiki/Potato_Corner
28
Quimpo-Espino, M. (2015, November). Potato snack franchise widens global search. Retrieved from:
https://globalnation.inquirer.net/131038/potato-snack-franchise-widens-global-search
Rao, A. (n.d.). What is psychological pricing and does it work? Pros, cons, and examples. Paddle. Retrieved February 12,
2023, from https://www.paddle.com/resources/psychological-pricing
Shmerling, R. H. (2019, February 6). In defense of French fries. Harvard Health. Retrieved February 3, 2023, from
https://www.health.harvard.edu/blog/in-defense-of-french-fries-2019020615893
Sogari, G., Velez-Argumedo, C., Gomez, M., & Mora, C. (2018, November 23). College Students and Eating Habits: A
Study Using An Ecological Model for Healthy Behavior. NCBI. Retrieved February 3, 2023, from
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6315356/
What is a Franchise? (n.d.). International Franchise Association. Retrieved February 12, 2023, from
https://www.franchise.org/faqs/basics/what-is-a-franchise
29

Group 4 - Marketing Plan (Potato Corner)

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Group 4 - Marketing Plan (Potato Corner)

Uploaded by

Copyright:

Available Formats

Polytechnic University of the Philippines

Sta. Mesa Manila

Marketing Plan of Potato Corner

Potato Corner’s Product Portfolio

your palates ready with every steamy, spicy bite of Potato

They also came up with a wide array of special flavors to choose

combo of rich, hearty flavor in a cup.

*Prices may vary across branches.

MICHAEL PORTER’S FIVE FORCES MODEL: adapted for food industry

- 1 pc Burger Steak with 3 pcs Shanghai w/

- Family Meal A - 8 pieces Chickenjoy

- Family Meal B - 6 pieces Chickenjoy

- 1 pc Chickenjoy with Reg. Pineapple Juice

- Bello Giardino Pizza (Regular)

- California Chicken BBQ Pizza (Regular)

- California Chicken BBQ Pizza (Big

- Pancetta de Formaggi Pizza (Family)

- Pancetta de Formaggi Pizza (Big Family)

- Pepperoni Pizza (Regular)

- Quattro Formaggi Pizza (Family)

- Quattro Formaggi Pizza (Big Family)

- Soy Garlic Wings

Kiosk Stuffed Sizzling Sisig

Competitive Advantage A known chicken wings place especially to the

RESOURCE-BASED VIEW ANALYSIS

- A food truck serving fresh potatoes

- One spoon per container

- Strainers are used in deep fryers

- The use of a frying scoop and a covered pan

- Paper containers and packaging

- Gloves made of plastic

- Money box / Cash box

Potato Corner Organizational Chart

Franchise Organizational Chart

Duties and Responsibilities of each personnel

SWOT MATRIX STRATEGIES

STRENGTHS OF POTATO CORNER

WEAKNESSES OF POTATO CORNER

OPPORTUNITIES OF POTATO CORNER

THREATS OF POTATO CORNER

PORTER'S GENERIC STRATEGIES

MARKET GROWTH STRATEGIES

Marketing Brands to Kids

Psychological Pricing Strategy

OTHER RELEVANT STRATEGIES

CRITICAL SUCCESS FACTOR ANALYSIS

VIII.THE TARGET MARKET

8.1 Demographic Profile of the Target Market/Target Country

8.2 Market Needs

7.3 Market Population

IX.THE MARKETING MIX PLAN(7Ps)

X.THE PROJECTED FINANCIALS

II. Bill of materials

III. Man Power

IV. Project Cost

XI.CONCLUSION AND RECOMMENDATIONS

You might also like