The document discusses the marketing aspect of a business feasibility study. It examines the target market, including demographic segmentation of potential customers. Market research is conducted through surveys and interviews to analyze demand, supply, and gaps. The marketing environment considers both micro factors like competitors and macro factors such as economic conditions. A SWOT analysis is also presented to evaluate the business's strengths, weaknesses, opportunities, and threats. Finally, the marketing plan outlines promotion strategies, expenses, and annual activities.
The document discusses the marketing aspect of a business feasibility study. It examines the target market, including demographic segmentation of potential customers. Market research is conducted through surveys and interviews to analyze demand, supply, and gaps. The marketing environment considers both micro factors like competitors and macro factors such as economic conditions. A SWOT analysis is also presented to evaluate the business's strengths, weaknesses, opportunities, and threats. Finally, the marketing plan outlines promotion strategies, expenses, and annual activities.
The document discusses the marketing aspect of a business feasibility study. It examines the target market, including demographic segmentation of potential customers. Market research is conducted through surveys and interviews to analyze demand, supply, and gaps. The marketing environment considers both micro factors like competitors and macro factors such as economic conditions. A SWOT analysis is also presented to evaluate the business's strengths, weaknesses, opportunities, and threats. Finally, the marketing plan outlines promotion strategies, expenses, and annual activities.
The document discusses the marketing aspect of a business feasibility study. It examines the target market, including demographic segmentation of potential customers. Market research is conducted through surveys and interviews to analyze demand, supply, and gaps. The marketing environment considers both micro factors like competitors and macro factors such as economic conditions. A SWOT analysis is also presented to evaluate the business's strengths, weaknesses, opportunities, and threats. Finally, the marketing plan outlines promotion strategies, expenses, and annual activities.
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CHAPTER II
MARKETING ASPECT
The Marketing Aspect, as a critical aspect in determining the feasibility of a
particular business, ascertains the future demand of the product that will be served to the
target market. It involves the study of current and projected supply, as well as the demand
set-up for the business.
Accordingly, this aspect of the study provides a detailed description of the
products to be served by the company and the target market to whom these products will
be delivered. The environment – micro and macro – wherein the company is located, and
the profile of the target market are examined to create the foundation for marketing
strategies. The population of the target market, the sampling done, and the results from
the survey performed are also presented to render the data needed for analysis of demand,
supply, and demand-supply gap. Other essential information including the supply
capacity, share on demand, market share, pricing strategy are determined as these will be
used for financial projection and growth factor for the business.
PRODUCT DESCRIPTION
Main – ___ foods
Secondary – indoor plants for sale – displayed as part of the place interior design
MARKET DESCRIPTION
Place - busy people, vehicle crowded place, fast foods and street foods around the area,
well-off schools and students, average earners residents Commented [ASR1]:
Comment: 1. Residents as target market – may family na kasama, bat pa lalabas para kumain,
lutong bahay na lang. considering na low income earners residents sa ubelt, sa
carinderia sila bibili. What if condo residents?
2. Why not students? Average naman allowance ng students around around ubelt.
Primary market. Specifically, college students.
3. Employees? Small to medium mga business sa ubelt, walang sariling canteen,
kumakain sa labas, carinderia pa.
4. Professionals? Difficult to determine and population. As secondary market?
MARKETING ENVIRONMENT
Different factors or forces internal and external to the business might affect the
way it builds and maintain effective relationship with customers. This is called the
marketing environment. It has two levels – the microenvironment and macroenvironment.
The microenvironment is composed of the company itself, suppliers, competitors, and
customers. On the other hand, the macroenvironment encompasses the demographic,
economic, technological, natural, political and legal environment, and socio-cultural
environment surrounding the company.
Microenvironment
Company
Suppliers
Competitors Customers
Macroenvironment
Demographic Environment
Economic Environment
Technological Environment
Natural Environment
Political and Legal Environment
Socio-cultural Environment
MARKET SEGMENTATION
For any starting company, it has to be accurate on what market it targets to better
position itself and be more focused in terms of new offering and strategies. This can only
be done so if a proper market segmentation has been done. Market segmentation is the
process of subdividing the market into multiple meaningful segments based on marketing
variables which include geographic, demographic, psychographic and behavior.
Through market segmentation, a company can be able to mitigate unnecessary
risks, reduce costs, target customers better, have better retention, and generate more profits. Simply put, segmenting the entire population of market is essentially critical for
any business to prosper.
Geographic Segmentation
According to municipality and population density in Manila
Municipality – tondo, Sampaloc, santa ana, santa cruz, pandacan, malate, paco, port area,
san Nicolas, quiapo, binondo, san Miguel, ermita, intramuros (arranged by population
density – descending – as of 2015 – ref PSA)
Within 500 meters from the business location
Demographic Segmentation
By occupation – professional, self-employed, semi-professional, clerical/admin, sales,
trades, mining, primary producer, student, home duties, unemployed, retired
