Chapter 1

PROJECT BACKGROUND

Introduction

It takes careful planning, help from experienced businessmen, and a lot

of effort to start a business. They must adjust to the shifting conditions to run a

successful firm. In this kind of situation, businessmen play a very important

role in establishing and maintaining the viability of their enterprises. The

business can examine a project's viability to determine whether the project or

venture is likely to succeed by conducting a feasibility study. This procedure

will find any potential issues between the consumer’s acceptance of the

product and the potential profitability of the business enterprise.

Without the aid of a feasibility study, a business idea alone will not

prosper. An initial design phase for any project or plan includes a feasibility

assessment. A planned project or an existing firm is subjected to it to identify

its strengths and flaws unbiasedly. It can support identifying and evaluating

the possibilities and hazards existing in the surrounding environment, the

resources needed for the project, and the likelihood of success. The strategy,

marketing, finances, human resources, tools and technology, and business

operations must all be properly understood by businessmen

The proponents like to introduce the “V & G” Tote bag, a Filipino

business brand that will provide you with quality and unique tote bags at an

affordable price. You can use this tote bag brand in the gym, shopping, travel

bag, school, etc. Also, this tote bag is eco-friendly, so it can be used as a

replacement for plastic grocery bags. V & G offers a different variety of

signature tote bags and also accepts customer’s customized designs that are
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suitable for men and women. The main product is made out of canvas fabric,

a durable and strong material that sometimes can become water resistant or

even waterproof, making it a great outdoor fabric.

According to Treasuries (2022), Canvas material is a fabric typically

made of cotton or linen with a plain weave. How it is woven is a critical factor

in attaining its outstanding durability. Canvas can also be made from hemp

PVC and other synthetic fibers, but these are less common. Canvas fabric

has been essential in some of our most significant milestones throughout

history. For example, canvas was used in sailcloth, which resulted in

progressing countries stumbling upon many discoveries centuries ago. It is

also used for manifesting the countless ideas of renowned artists through

paintings. Additionally, the canvas is also used as a wearable fabric. It can be

used for sneakers and bags because of its heavy-duty and waterproof

capabilities.

Canvas is a fabric known throughout history for its exceptional

durability and functionality. It has both its fair share of advantages and

disadvantages. Hopefully, this has helped you understand what canvas

material is and its various applications. Having a deeper understanding

means you can consider canvas as your fabric of choice, especially if you’re

in the apparel or furniture business, outdoor gear manufacturing, or working in

the art industry.

History of the project

Canvas is a plain-weave, heavy-duty fabric that is commonly desired

for its water resistance. Originally popularized as a useful sail cloth material
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and an excellent painting medium, canvas has now made its way into

applications as widespread as tent material, casual shoes, and designer

handbags. Most canvases currently on the market contain cotton fibers, but

traditionally, this fabric was made with hemp or linen. Featuring thick yarn, the

canvas is tightly woven in a simple plain-weave pattern. While this fabric is

similar to denim due to its durability, denim features a twill weave, Seaport

(2020).

Embroidery is a fascinating process that requires skill and patience.

Embroidery has been around for millennia. With many different styles and

applications, fabric decoration has stood the test of time and remains a

popular fashion trend. Crafting with a needle, thread, or yarn is a wonderful

way to produce stunning and intricate designs in a variety of colors.

The proponents want to establish a tote bag business that is

fashionable and never goes out of style. One of the owners wanted to

produce a sustainable tote bag that would support the eco-friendly material

since canvas primarily contains natural substances, the production of this

material has a relatively low negative impact on the environment. Due to this

insight, the study was done. All owners are female, and they came up with the

business name “V & G” which represents the owners’ initial surnames. Every

business comes with its uniqueness or specialty, with that, ‘V & G’s

uniqueness is having a signature and customized tote bags, high quality yet

affordable prices, and lastly its versatility that can last for a long time rather

than other textiles.

The idea of creating the product started this year 2023, when the

owners started to think about a non-food business to make. Because of the

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trendy tote bags, they came up with the idea of making bags since it's a

necessity for people, especially for students who always use bags. At first,

they couldn't decide what kind of material they would use to produce a bag,

then the idea of using recycled denim came up, but an unexpected event

happened, when researchers were done making chapters 1 and 2 their

professor told them that they can't do the denim bag anymore because there's

a fourth year who's already making that. So then again, they thought of

another product, and they came up with a tote bag made of canvas. It has

many benefits which are less expenses for owners when they buy the

material, supporting the environmental campaign, providing an affordable

price for price-conscious customers, being fashionable, and its durability that

serves its purpose. The proponents choose to create a normal tote bag and

also with pockets. They will have their designs and will also accept a

customized one that is based on a customer's wants. They came up with a

business/product name "V&G" Tote bag made of canvas. The idea of the

owners continues as they want the business to be known and to give

appreciation to the handy craft world.

The process of making the product requires skills, creativity, and

patience because of the styles and designs the owners will produce. The

business will be having a physical store in Montalban Town Center, San Jose,

Rodriguez Rizal. They will also sell online to different social media and online

shops such as Facebook, Instagram, TikTok, Shopee, and Lazada.

Background Information of the Study

According to the study by Goldstein Market Intelligence (2020),

Consumers are becoming more fashion-conscious, resulting in increased

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consumer spending on personal goods such as tote bags. Tote bags are

fashionable products, which require quick changes according to customer

preferences and changing fashion trends. Packaging is an important aspect of

products, so tote bags are the secondary product packaging.

These are unfastened bags with parallel handles for convenient

carrying. Thus, the rise of the packaging industry and the retail industry are

related to the impact on the growth of the global market of tote bags. There is

also a growing trend of using sustainable materials to make tote bags such as

kraft paper, jute, and fabric. The reuse of tote bags and convenience to the

user increases their prices. Furthermore, there is a high demand for nylon and

plastic material-based tote bags, but due to their toxicity released into the

environment, it is banned in various countries, which hinders the growth of the

market.

Data Bridge Market Research analyzes that the tote bags market is

expected to reach USD 3.60 billion in 2030, which is USD 2.51 billion in 2022,

registering a CAGR of 4.60% during the forecast period of 2023 to 2030. In

addition to market insights such as market value, growth rate, market

segments, geographic scope, market players, and market scenario, the

market report curated by the Data Bridge team Market Research includes in-

depth expert analysis, import/export analysis, pricing analysis, production

consumption analysis, and consumer behavior (Global Industry Analysis &

Forecast 2023).

Tote bags are defined as handheld bags, often without a handle or

strap. They are usually larger and roomier than other types of purses, making

them ideal for carrying around everyday items such as laptops, notebooks,
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and changes of clothes. Tote bags come in a variety of colors, designs, and

materials, from sleek and sophisticated leather to funky and colorful cotton.

Over the past years, international retail stores began to offer this

product as a substitute, one that is reusable. Tote bags and paper bags are

highly recognized as alternatives for single-use plastic bags (National

Geographic Society, 2020). Moreover, tote bags are viewed as durable bags

that can hold their contents inside without ripping apart, preventing their

contents from falling onto the ground. A test called the 'Product Acceptance

Test' was done on several tote bags to show their durability, quality, and

integrity (Shirley, 2017). Since these bags are durable, they are then able to

be used for more than one purpose

The versatility of tote bags has allowed them to be used in events,

promotions, campaigns, and also as gifts. Graul and Stafford (2020) mention

how East West Marketing Canada tried to encourage their customers to bring

their reusable bags where David Kwen took this as an opportunity to print gag

store names on the tote bag It was a hit with customers who bought her

printed tote bags. A common tote bag that is often printed and customized is

the canvas tote bag. Canvas tote bags have become a statement for an

individual's collected cultural capital. This item has the potential to simply

show how involved one is in the cultural and creative sectors (Dane, 2020).

According to Alexandra Dane (2020) The canvas tote bag, often

branded with the name and logo of a popular cultural institution or bookstore,

has become a shorthand for an individual’s accumulated cultural capital; this

seemingly innocuous accessory has the power to signal to one’s peers the
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level of their engagement with the cultural and creative industries in a

seemingly casual but deeply coded manner.

According to Naomi Ward (2020), Several commenters argued for

more sustainable alternatives, such as paper bags or reusable tote bags. One

Logan resident carried an armful of tote bags with her to the podium, saying

many of her bags cost less than $2 or were given to her for free as promotion

items. She gave each council member a tote bag her husband had sewn as a

gift. Common arguments in favor of the ban included concern for the

environmental impact of plastic. Single-use plastic grocery bags are not

biodegradable and commonly contribute to recycling contamination.

According to Arif Nuraan (2020) Method of this activity included the

launching of our main products, namely eco-print both on paper and on fabric.

In this work, eco-print products on recycled papers were used as exclusive

block-note covers while eco-print products on fabric were used as tote-bag

materials. There were two advantages of using these products, firstly: they

were made of natural ingredients without chemical synthetic materials; and

secondly the products were designed specifically; one product was not similar

to the others. This activity involved two partners, namely a recycled paper

producer and a tailor who made tote bags.

According to Armina Rosado (2019), The purpose of this final report is

to know how to design this tote bag to give people information and make

people interested in the tourism objects in South Sumatra. In this final report,

the writer uses. Research and Development method. The “Research and

Development” includes 3 steps: (1) Preliminary study, (2) Model Development,

and (3) Final product testing. And after that in designing the tote bags,
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knowledge about tourism objects, writing skills, photography, and graphic

design knowledge and skill were needed. Then, in developing the tote.

In market research conducted by Technavio (as cited in Business Wire,

2019), consumers are becoming more fashion-conscious, increasing their

spending on personal items such as tote bags. Shopping bags are becoming

more popular because of their ability to hold a lot of things. They also noted

that the growing number of working women, rising disposable income, and the

growth of internet shopping portals are all driving up demand for tote bags.

According to Technavio, the year-over-year growth rate for (2019) is

expected to be 4.91 percent. Suppliers offer a wide variety of items to meet

increased demand, allowing clients to choose the product that best meets

their needs. In recent research published by Research Nester (2021) on their

estimation of the Asia Pacific tote bag market size in terms of market demand,

market share, and growth, they stated that the Asia Pacific tote bag market is

likely to increase rapidly. Furthermore, the Asia Pacific tote bag market is

booming, owing to the region's large and expanding retail spending.

Governments in Asian countries such as India and China are also rewarding

individuals for their efforts to reduce the negative effects of plastic on the

environment by encouraging them to use reusable tote bags instead. which

are plastic bags, according to their publication. In China, for example, it is

illegal for retailers, supermarkets, and other businesses to provide free plastic

bags less than 0.025 mm thick. This program in China reduced the use of

plastic bags by 66 percent by the end of 2017. (Research Nester, 2021).

According to Yu Huang (2018), Modern handbag design should

consider the needs of modern life and the emergence of new lifestyles.
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Efficient and practical fashion goods such as clothes and handbags are easy

to accept for more young people. In this thesis, I explore transforming fashion

and transforming bag design to figure out how a product can change in a

variety of ways. And then talk about the smart materials and technology that

can help in the transforming process. This project wants to provide a

collection of bags that is transformable and can be changed into several

shapes, from flat to three-dimensional, the inspiration came from origami and

classic paper bag designs, using folding techniques to achieve a deformation

effect.

According to Ivan Boncodin (2023) Come Forth is a retailing business

created by four De La Salle University students born out of a research project

that addresses various global issues explicitly disseminated by the United

Nations in its 17 Sustainable Development Goals. The business proponents in

this research have addressed the issues of Life on Land and Life under Water

by showcasing in its products some of the Philippines' natural barriers,

specifically Sierra Madre, Tubbataha Reef, and Banacon Mangrove, which

were artistically painted on its pillows compacted in eco-friendly tote bags.

According to Cherk Balagtas (2022), The Quezon city government's

Vote to Tote program at SM North EDSA highlighted that more than 70 tons of

election tar paul ins collected in the city were recycled as tote bags. Women

from marginalized communities and persons deprived of liberty participated in

the recycling campaign and were represented during the launch of the SM.

According to John Austria (2020), EUNOIA started in February 2020

with strategic plans to start up a business. It aimed to create a product that is

affordable, innovative, eco-friendly, and unique. It belonged to the

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accessory/bag industry. Eunoia offers tote bags for only 518 Pesos; when

accessories are added, it is 618 Pesos (Power included) or 678 Pesos

(Alcohol Mist included). The accessories can be sold separately at 100 Pesos

and 150 Pesos, respectively. EUNOIA’s product diversification, Calla Lily, is

being sold for only 99 Pesos, using the vast digital platform, and aims to

support environmental and mental health awareness.

According to Trishia Belarmino et.al (2020) Kargaen was formed last

2020. From supporting local products to being an advocate for raising

awareness of indigenous people, it was able to create a product that helps

both. Since they were into helping the indigenous people, selling bags was

one of the many helps that Kargaen pursued to promote the aesthetic value of

Inabel, a fabric from Ilocos, on modern-designed handbags. What sets

Kargaen apart from other products is having a completely customizable bag

that is reversible where the fabric, Inabel, is visible on its covert side. The

General Manager, Trishia Belarmino oversees the continuous growth of

Kargaen as Angelina Tejada, Operations Manager, and Raphael Buquiz,

Financial Manager, said. With the amount of effort both EG Tamis and Paul

Diaz brought to the table, the operation of the venture flowed more smoothly.

So far, the bags that were sold have both a modern and vintage look. This

information helped Kargaen innovate a different shape of tote bags to

compete with other bag sellers. Every bag has its purpose and use.

Objectives of the Study

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This study aims to determine the market feasibility of

“ESTABLISHMENT OF V&G TOTE BAGS IN SAN JOSE MONTALBAN

TOWN CENTER” especially this part of the study aims to:

1. To obtain the customer's satisfaction by the rebranding quality and

modern design of tote bags

2. To produce a modern design and good quality bags at an affordable

price.

3. To locate a strategic area the target market can buy V&G Tote bags in

San Jose Rodriguez Rizal.

4. To identify the duties and responsibilities of the personnel to be

accomplished V&G Tote bags in San Jose Montalban town center.

Scope and Limitations

This study of V&G Tote Bags will be established at San Jose Montalban

town center, and the target market is a wide range of customers including

teenagers from thirteen years old and above, students, workers, residents,

and anyone who wants our product. Specifically, these people from ten years

old and above will be covered as part of the respondents. The establishment

will offer different designs of V&G Tote bags, depending on the preferred

design of the customer. The product will be disseminated through direct

selling and online with the help of delivery app partners or online shops such

as J&T, Lalamove, Shopee, and Lazada.

V&G Tote bags will use alternative and easy to reach out people such as

creating social media platforms for selling, communicating, and including

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delivery processes to continue to provide quality products and services to the

customers.

Vision

Become a top brand that fervently inspires change for a better life

through innovative leadership, creating value for stakeholders, and

environmental sustainability.

Mission

Adding value for the fashion industry, the environment, and the people

to have a beneficial effect on a better living and a sustainable world.

Emblem of Business

Figure 1

Business Emblem of V&G Tote Bags

"V&G" is the business name that we proposed. The Font of 'V&G Tote

Bags” is an Atteron. And V&G means' the last name of business owners

'Villorente, Villiones and Gragasin, Giducos. We used a word that is simple

and catchy to the customer, so they will never forget our brand name
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1. The Font V and G in our logo are Atteron with blue which symbolizes

confidence, like confidence in fashion. Our product is simple but it's

fashionable.

2. The round shape in the background of our logo symbolizes the infinity

and wholeness of our business. It means our business, employees, and

customers will make boundless memories with our product.

3. The cadet blue color of the circle symbolizes the trustworthiness and

loyalty of our business to our customers.

Definition of terms

Canvas- A firm closely woven cloth usually of linen, hemp, or cotton used

for clothing and formerly much used for tents and sails.

Eco-friendly- designed to have little or no damaging effect on the

environment: an eco-friendly product/company/organization.

Embroidery- is the craft of decorating fabric or other materials using a

needle to apply thread or yarn

Enterprise - Business enterprise refers to a person spotting a business

opportunity and setting up a business. Business ideas come about for

several reasons. Often this is because a person may feel that they or

others have a need that is not being met, they want to make a social

difference, or they want to make money.

Fashion industry- it includes all aspects of fashion– clothes, shoes, bags,

accessories.
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Hemp- or industrial hemp, is a plant in the botanical class of Cannabis

sativa cultivars grown specifically for industrial and consumable use.

Montalban Town Center- Montalban Town Center Montalban Rizal is one

of the top-rated places listed as a shopping mall in Rodriguez, Grocery

Store in Rodriguez.

Proponent- a person who advocates a theory, proposal, or project.

Sailcloth- A fabric like canvas, used for making durable weatherproof

clothes.

Social media channels- Social Media Channels means blogs, micro-

blogs, wikis, social networks, social bookmarking services, user rating

services, and any other online collaboration, sharing, or publishing

platform, whether accessed through the web, a mobile device, text

messaging, email or other existing or emerging communications platforms.

Textiles- are materials made from fibers, thin threads, or filaments that are

natural or synthetic.

Tote bag- the verb “tote” meant “to carry by hand” or, less gracefully put,

“to lug.” While tote bags are traditionally made of canvas, there are no

actual limitations to what a tote bag is made of.

Zero-waste management- Zero waste, or waste minimization, is a set of

principles focused on waste prevention that encourages redesigning

resource life cycles so that all products are repurposed and/or reused.