8

Technology and Livelihood Education

Module 2
ANIMAL PRODUCTION
Environment and Market

Government Property
NOT FOR SALE
Technology and Livelihood Education - Grade 8
Alternative Delivery Mode
Module 2: Animal Production

First Edition,2020

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Published by the Department of Education – Division of Gingoog City

Division Superintendent: Jesnar Dems S. Torres, PhD, CESO VI

Development Team of the Module

Author/s: Isabelita D. Beril

Reviewers:
Illustrator and Layout Artist: Jonie Mar D. Rebucas

Management Team
Chairperson: Jesnar Dems S. Torres, PhD, CESO VI
Schools Division Superintendent

Co-Chairpersons: Conniebel C.Nistal ,PhD.

Assistant Schools Division Superintendent

Pablito B. Altubar
Chief, Curriculum Implementation Division

Members: Elvira A. Almonte, EPS - SPED

Imelda R. Fabe, PSDS
Narcisa Sabello, PSDS
Himaya B. Sinatao, EPS – LRMDS
Jay Michael A. Calipusan, PDO II
Mercy M. Caharian, Librarian II

Printed in the Philippines by

Department of Education – Division of Gingoog City
Office Address: Brgy. 23, National Highway, Gingoog City
Telefax: 088 328 0108/ 088328 0118
E-mail Address: gingoog.city@deped.gov.ph
 8
Technology and Livelihood Education
Module 2
Animal Production
Environment and Market
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 Table of Contents
What I Know.........................................................................................................................................9
Pre-test /Diagnostic test.....................................................................................................................9
ENVIRONMENT AND MARKET.....................................................................................................11
Animal Production...............................................................................................................................11
LO1-Recognize and understand the market in animal production...................................................11
Objective 1.1 Identify the player/competitors within the town........................................................11
What’s In.............................................................................................................................................11
Activity 1.1.1...................................................................................................................................11
What’s New.........................................................................................................................................12
Activity 1.1.2 Word puzzles..........................................................................................................12
.............................................................................................................................................................13
What is It.............................................................................................................................................13
Environment and Market (EM)........................................................................................................13
What’s More........................................................................................................................................14
Activity 1.1.3 The web map organizer.............................................................................................14
What I Have Learned...........................................................................................................................15
Activity 1.1.4 Interview.................................................................................................................15
What I Can Do.....................................................................................................................................16
Activity 1.1.5 True or False.............................................................................................................16
1.2 Identify the different products/services available in the market...................................................17
What’s In.............................................................................................................................................17
Activity 1.2.1 Concept map.............................................................................................................17
What’s New.........................................................................................................................................17
Activity 1.2. 2 Pictures identification..............................................................................................17
.........................................................................................................................................................18
What is It.............................................................................................................................................18
Activity 1.2.3...................................................................................................................................19
What I Have Learned...........................................................................................................................20
Activity 1.2.4 Venn diagram............................................................................................................20
What I can do......................................................................................................................................20
Activity 1.2.5 Matching Type........................................................................................................20
LO2 Recognize the potential customers/market...............................................................................21
in animal production............................................................................................................................21
2.1 Profile potential customers............................................................................................................21
What’s In.............................................................................................................................................21
Activity 2.1.1 Sentence completion:................................................................................................21
What’s New.........................................................................................................................................21
Activity 2.1.2...................................................................................................................................21
What is It.............................................................................................................................................22
The Four Types of Market Segmentation..................................................................................22
What’s More........................................................................................................................................24
 Activity 2.1.3 Bubble Map..............................................................................................................24
Activity 2.1.4 Interview:................................................................................................................24
What I can do..............................................................................................................................26
Answer Activity 2.1.5 Concept Web on Demographic Segmentation............................................26
2.2 Identify the customer’s needs and wants through consumer analysis............................................27
What’s In.............................................................................................................................................27
Answer Activity 2.2.1......................................................................................................................27
What’s New.........................................................................................................................................27
Answer Activity 2.2.2......................................................................................................................27
Direction:.........................................................................................................................................27
What is It.............................................................................................................................................28
What’s More........................................................................................................................................29
Answer Activity 2.2.3 Family Mini survey......................................................................................29
What I Have Learned...........................................................................................................................29
What I can do......................................................................................................................................30
Answer Activity 2.2.5 Identification..............................................................................................30
What’s In.............................................................................................................................................31
Answer Activity 2.3.1. Essay...........................................................................................................31
What’s New.........................................................................................................................................32
Answer Activity 2.3.2 Bubble map..................................................................................................32
What is It.............................................................................................................................................32
Why you should conduct a market analysis........................................................................33
Who are your customers?...................................................................................................................33
Discover their needs....................................................................................................................34
How does your brand meet the needs of the customer?........................................................34
What’s More........................................................................................................................................34
Activity 2.3.3 Mini survey:..............................................................................................................34
What I Have Learned...........................................................................................................................35
Activity 2.3.4...................................................................................................................................35
What I can do......................................................................................................................................36
Answer Activity 2.3.5 True or False................................................................................................36
Summary.............................................................................................................................................38
Post Assessment/Post Test...................................................................................................................39
ENVIRONMENT AND MARKET.................................................................................................39
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What This Module Is About
People who aspire to start a business need to explore the economic, cultural, and
social conditions prevailing in an area. Needs and wants of the people in a certain area that
are not met may be considered as business opportunities. Identifying the needs of the
community, its resources, available raw materials, skills, and appropriate technology can
help a new entrepreneur in seizing a business opportunity.
To be successful in any kind of business venture, potential entrepreneurs should
always look closely at the environment and market. They should always be watchful on the
existing opportunities and constraints. The opportunities in the business environment are
those factors that provide possibilities for a business to expand and make more profits.
Constraints, on the other hand, are those factors that limit the business to grow, hence
reduce the chance of generating profit. One of the best ways to evaluate the opportunities
and constraints is to conduct Strengths, Weakness, Opportunities and Threats (SWOT)
Analysis. (Based on this reference- K to12 BASIC EDUCATION CURRICULUM Aquaculture
NC II (SPECIALIZATION) GRADE 10 – MODULE 2 Environment and Market (EM)
Teacher’s Guide.)

What I Need to Know

At the end of this module, you should be able to:

LO1. Recognize and understand the market in animal production (TLE_EM7-12-00-1)
1.1 Identify the players/competitors within the town
Identify the different products/services available in the market
LO2. Recognize the potential customer/market in animal production (TLE_ EM7-12-00-2)
2.1 Profile potential customers
2.2 Identify the customer’s needs and wants through consumer analysis
2.3 Conduct consumer/market analysis

How to Learn from this Module

To achieve the objectives cited above, you are to do the following:

 Take your time reading the lessons carefully.

 Follow the directions and/or instructions in the activities and exercises diligently.
 Answer the pre-test honestly; the purpose of the pre-test is for you to determine your
prior knowledge before going through the lessons and activities.
 If you have hard time understanding the lessons and activities, please do take a
break. Having breaks between lessons and activities will give you some space where
you can absorb the lesson well.
 You can use the internet if you need more information about the lesson.

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Icons of this Module
What I Need to This part contains learning objectives that
Know are set for you to learn as you go along the
module.

What I know This is an assessment as to your level of

knowledge to the subject matter at hand,
meant specifically to gauge prior related
knowledge
What’s In This part connects previous lesson with that
of the current one.

What’s New An introduction of the new lesson through

various activities, before it will be presented
to you

What is It These are discussions of the activities as a

way to deepen your discovery and under-
standing of the concept.

What’s More These are follow-up activities that are in-

tended for you to practice further in order to
master the competencies.

What I Have Activities designed to process what you

Learned have learned from the lesson

What I can do These are tasks that are designed to show-

case your skills and knowledge gained, and
applied into real-life concerns and situations.

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 What I Know

Pre-test /Diagnostic test

Multiple Choice
Directions: Choose the letter of the best answer. Write your answer on your quiz notebook.

1. The following are examples of peoples’ basic need, which is not included?
A. food B. shelter C. clothing D. recreation

2. Jivey make a survey of the population in his immediate community. Why he is doing this?
A. To target his biggest buyers
B. To determine the people who will buy everyday
C. Choose his favorite suki
D. To know where to sell / serve his product or service

3.The entrepreneur does some improvement of his products to make it more attractive to
to the eyes of the customers, what does it mean?
A. curiosity B. innovation C. invention D. discovery

4. This is your desire to own something but it is not really necessary?

A. wants B. needs C. likes D. requirements

5. It is an evidence presented by a seller to the prospect customer about his products which is
better compared to other product or service sold by his competitors.
A. Beautiful price tag C. Good plan for selling
B. Unique selling proposition D. Unique pricing

6. Which of the following is not included in the use of animals?

A. Food B. clothing C. ornamentation D.  petroleum
7. Which of the following is not a product of animal production?
A. Soft cashmere B. fresh milk C. bagoong D. Meat

8. The following are needed information in profiling customers, which one is not included?
A. buying pattern
B. demographics
C. product miss-match
D. psycho-graphics

9. Which of the examples below is not included of poultry and livestock production?
A. cattle B. sheep C. zebra D. goat

10. The following are sample services we can get from animals, but one of it is not included, which one?
A. Animals are often used to test products that benefit humans
B. They serve as food for other animals in the food chain
C. Working animals
D. They can serve food to human

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iv
 Module

2
ENVIRONMENT AND MARKET
Animal Production

LO1-Recognize and understand the market in animal production

Objective 1.1 Identify the player/competitors within the town

What’s In

In our previous lesson, entrepreneurial characteristics was discussing in module 1, in

which this module 2 is connected with entrepreneurial activities that describe the profile of the
potential customers, customers’ needs and wants.
Activity 1.1.1: Copy this in your activity notebook, and write your answer.
Example: fresh milk

List down 5 available products of animal List 5 examples of services related to

production animal production that are available now

1. 1.

2. 2.

3. 3.

4. 4.

5. 5.

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 What’s New

Activity 1.1.2 Word puzzles

Directions: From the puzzles below, circle the word/words that identifies the competitors of
animal products. It can be horizontal, vertical, and diagonal position.

N L O C A L I D U S T R Y

E F T O T O G W W E R C Q

I S H M Y N T H J T W O A

G I E P U W H O S J S O S

H D R A L Q Y L A K D P R

B C C N O A I E Q T C E T

O E O I C D L S N I N R F

R R U E A S K A Z S V A G

S T N S L T R L C A B T Z

G Y T D M U E E F X M I B

B O R O A X R R S W L V M

L Y I T R C A E X R I E K

U H E P K V Z B M Q O T L

O R S R E S T A U R A N T

R W S R T H E R H T E H O

1. Local Industries 4. Companies 7. wholesaler

2. Neighbors 5. Local market 8. Cooperative
3. Restaurant 6. Other countries

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 What is It

Environment and Market (EM)

In generating a business idea, it is important to scan the environment and
market because it affects the firm's ability to build and maintain successful relationships with
customers. Its importance is to help the management to determine the future direction of
the business.
Each entrepreneur wants his business to be alone on the market without competition. But, it is an
unrealistic and probably unachievable situation, at least for a longer period to operate without competitors
A business competitor -is any person or entity which is a rival against another.
In business, a company in the same industry or a similar industry which offers a similar product
or service. The presence of one or more competitors can reduce the prices of goods and
services as the companies attempt to gain a larger market share.
A competitor is a firm that has potential to take your customers. The products,
positioning, distribution, promotion, reputation, brand identity, business model, costs, and
pricing of competitors is a key concern of strategic planning and operations for many firms.

Competition: The rivalry between companies selling similar products and services.
Basic types of competitors; Direct competitors: Companies who offer the same products and
services aimed at the same target market and customer base. Direct competitors represent
the most visible competitive pressure that most businesses face, though they are far from the
only one.
Indirect competitors are businesses that offer slightly different products and services, but
target the same group of customers with the goal of satisfying the same need.
Replacement a firm that sells products and services that are in a different industry that could be
used as a substitute for your products.
Potential a direct, indirect or replacement competitor that currently has no distribution in your
markets.
Future a firm that has business capabilities that would allow them to quickly take market
share if they entered your markets.
A company's competitors are companies who are trying to sell similar goods or services
to the same people.
Knowing your competitors in your locality, can help you make your products, services
stand out in the market because you can set prices competitively and help you to answer to rival
marketing campaigns with your own resourcefulness. You can use this knowledge to create
marketing techniques that take advantage of your competitor’s weaknesses, and improve your
own business achievement. Your competitor could be a new business offering a substitute or
similar product that makes your own redundant. All businesses face competition. Even if you're
the only restaurant in town you must compete with cinemas, bars and other businesses where
your customers will spend their money instead of with you. With increased use of the Internet to
buy goods and services and to find places to go, you are no longer just competing with your

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immediate neighbors. Indeed, you could find yourself competing with businesses from other
countries.

A market is said to be competitive when there are many buyers and sellers, free entry
conditions, high degree of price competitions and perfect market knowledge. Agricultural
marketing can be assessed or measured to determine their efficiency in the areas of
marketing channels through multiple channels are: (1) Breeders - Middlemen – traders -
Butcher. (2) Breeders - Traders - Butcher, (3) Breeders – Middlemen - Butcher and (4) Breeders
Butcher. The most preferred channel is channel two, because of the direct payment at the time
of the transaction. Input and output of institutional markets have an important role in supporting
the success of the animal business.

There is a need to conduct environmental scanning to identity the needs and wants of
people, the niche for your business mission, and to give attention to trends and issues. This
may also serve as an evaluation of the type of the entrepreneurial activity appropriate in the
community. Environmental scanning is defined as a process of gathering, analyzing, and
dispensing information for tactical or strategic purposes. The environmental scanning process
entails obtaining both factual and subjective information on the business environments in which
a company is operating. Environmental scanning is important because there is quick changes
taking place in the environment that has a great impact on the working of the business
enterprise. Analysis of business environment helps to identify strength weakness, opportunities
and threats. SWOT analysis is important for the continuity and growth of every business
enterprise.

What’s More

Activity 1.1.3 The web map organizer

Direction: On the blank circle at the sides write the of competitors of animal production within
the town. At the center write the words (“Competitors of animal production in the
town”). Copy and answer it on your activity notebook.

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 What I Have Learned

Activity 1.1.4 Interview

Directions: Interview meat vendors or animal raiser in your locality/ town, ask them to answer
the essential questions. Write your answer on your activity notebook.

SAMPLE INTERVIEW GUIDE

Name of Proprietor/Vendor: _______________________________________________

Age: __________ Number of years in business: ____________________
Business Name: ____________________________________________________________
Business Address: __________________________________________________________

1. Who are your main competitor that can have a large influence on your business?
2. What are the benefits they offer with their products or services?
3. What is something good about your offer, that they don’t have?

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 4. What are their products or services? Do you have the same products offered?
5. How much you charge of your product or services? Do you have the same charges with
you? competitors?

What I Can Do

Activity 1.1.5 True or False

Direction: Write True if it is correct and False if it is wrong. Write your answer on your activity
notebook.

_______1. Direct competitors offer the same products and services at different target market.

_______2. The presence of one or more competitors can reduce the prices of goods and

services.

_______3. Companies who sell different products to the same target market are indirect
competitors.

_______ 4. Your neighbors who sell different products are your competitors.

_______5. Knowing your competitors in your locality, can help you make your products,
service stand out in the market.

_______6. Local industry in not considered as competitors.

_______7. All businesses face competition.

_______8. Potential a direct, indirect or replacement competitor that currently has distribution
in your market.
_______9. Competitor is a firm that has potential to take your customers.

_______10. Local market is a competitor of companies.

1.2 Identify the different products/services

6 available in
the market
 What’s In

Activity 1.2.1 Concept map.

Direction: At the center of the circle write animal production
Products/services. On the square box, write different products and services of animal
production. Copy this figure on your activity notebook.

What’s New

Activity 1.2. 2 Pictures identification:

Direction: Name at least 5 animal products shown in the pictures. Write your answer on your
activity notebook.

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 htt p
s://www.eatright.org/homefoodsafety/safety-tips/food/keep-your-dairy-and-egg-products-safe

What is It

Different Products/ services of animal production; it includes poultry and

livestock animals.

Livestock is commonly defined as domesticated animals raised in an agricultural setting

to produce labor and commodities such as meat, milk, fur, leather, and wool.

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Animal husbandry is the branch of agriculture concerned with animals that are raised
for meat, fiber, milk, eggs, or other products. It includes day-to-day care, selective breeding and
the raising of livestock.
 Pigs- produce pork meat, pork products such as bacon, sausage, pork chops, ribs, and
ham
 Pigs/ Swine by products; animal waste used for fertilizers, lard used in shaving creams,
soaps, baked goods and other foods.
 Cattle for beef meat-provide different cuts of meat such as, steak, ribs, fillet, and ground
beef
 Cattle can be used as draft animals (pulling/drawing heavy loads, waste used for
fertilizers
 Dairy cows produce milk, can be processed into chess, yogurt, butter, soure cream and
condensed milk.
 Sheep’s are raised primarily for the fleece or wools for coats, for meat (mutton) and milk.
 Goat produced milk, meat, hides (skin) and wool
 Horses raised for riding, farm work, show, and racing
 Carabao or water buffalo used for carabao as a source of draught animal (A strong
working animal used to draw a load (ed cart), a plow etc.), meat, milk, and hide (skin).
 Included it’s processed products
Poultry-are domesticated birds kept by humans for their eggs, their meat or their feathers.
These are chickens, turkeys, ducks, geese, and quails.
 Other products and uses such as; manure weather sold or directly applied to
crops by farmers. Egg shells can be fed to other farm animals. Domesticated
chickens may have been used for cockfighting.
 Processed poultry products.

What’s More

Activity 1.2.3
Direction: Copy the table on your activity notebook and write your answer.
On the first column list down 5 examples of animal product, and on the second
column write down each differences.

List 5 examples of animal products Differences

1.

2.

3.

4.

5.

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 What I Have Learned

Activity 1.2.4 Venn diagram:

Direction: On the intersection of the two circle at the center, you write the similarities of animal
product, while their differences should be written contrast sides.
Copy the figure on your activity notebook and write your answer.

What I can do

Activity 1.2.5 Matching Type:

Direction: Match column A with their descriptions on column B.
Write only the letter of your correct answer on your assignment notebook.
Column A Column B

1.Horses A. Wools for coat

2. Chicken B. Riding and racing

3. Sheep’s C. Poultry products

4. Pigs D. Draft animals

5. Cattle E. Lard used in shaving creams

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 LO2 Recognize the potential customers/market
in animal production

2.1 Profile potential customers

What’s In

Activity 2.1.1 Sentence completion:

Direction: Complete the sentence by writing your answer on the blank provided for. Copy this
activity on your assignment notebook and answer
1. Livestock are domesticated animals raised ___________________________________

2. A business competitor is any person________________________________________

3. Poultry are domesticated birds______________________________________________

4. Carabao or water buffalo is draught animal____________________________________

5. Indirect competitors sell different products ____________________________________

What’s New

Activity 2.1.2
Direction: Copy the table on your activity notebook and write your answer on the column
provided for.

Write it’s descriptions

1.
What is a Customer Profile? 2.
3.
1.
Potential Customer 2.
3.

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 What is It

What is customers profiling?

Customer profiling is a way to create a portrait of your customers to help you make
design decisions concerning your service. Your customers are broken down into groups of
customers sharing similar goals and characteristics and each group is given a representative
with a photo, a name, and description.
Customer Profile is also known as Customer Persona or Avatars. It is a description
of a customer or set or set of customers that includes demographic, geographic and
psychographic characteristics, as well as buying patterns, credit worthiness, and purchase
history.

Customer profiles are a useful design tool

Customer profiles are ‘customer types’, which are generated to represent the typical
users of a product or service, and are used to help the project team make customer centered
decisions without confusing the scope of the project with personal opinion. It helps businesses
to make important decisions by tracking customer information, such as trends, demographics,
and psychological graphics. It is much easier to attract more customers when you actually
know about your current customers. With competition for customers increasing every day, it is
one of the simple ways to have a competitive advantage.
Potential Customer is someone who is capable of becoming a purchaser of product
and/or services from an organization.
Demographic segmentation is the process of dividing your market
into segments based on things like ethnicity, age, gender, income, religion, family makeup, and
education. This helps brands spend their advertising and marketing budget more efficiently.
Psychographic segmentation is a method used to group prospective, current or previous
customers by their shared personality traits, beliefs, values, attitudes, interests, and lifestyles
and other factors. These characteristics may be observable or not.
Geographic segmentation is a common strategy when you serve customers in a particular
area, or when your broad target audience has different preferences based on where they are
located. It involves grouping potential customers by country, state, region, city or even
neighborhood.
Behavioral segmentation is the observation of each customer's actions for marketers
to then send their tailored messaging. Once users are identified by their specific behavior,
mobile marketers can target messages and campaigns specifically tailored to these audiences

The Four Types of Market Segmentation

The four bases of market segmentation are:

 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation
 Geographic segmentation

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Demographic Market Segmentation Examples 

 Age
 Gender
 Income
 Location
 Family Situation
 Annual Income
 Education
 Ethnicity

Psychographic Segmentation
Psychographic segmentation categorizes audiences and customers by factors that relate to
their personalities and characteristics.

Psychographic Market Segmentation Examples 

 Personality traits
 Values
 Attitudes
 Interests
 Lifestyles
 Psychological influences
 Subconscious and conscious beliefs
 Motivations
 Priorities

Behavioral Segmentation
While demographic and psychographic segmentation focus on who a customer
is, behavioral segmentation  focuses on how the customer acts.

Behavioral Market Segmentation Examples 

 Purchasing habits
 Spending habits
 User status
 Brand interactions

Geographic Segmentation
Geographic segmentation is the simplest type of market segmentation. It categorizes
customers based on geographic borders.
Geographic Market Segmentation Examples   

 ZIP code
 City
 Country
 Radius around a certain location
 Climate
 Urban or rural

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 What’s More

Activity 2.1.3 Bubble Map

Directions: Write the examples of demographic segmentation inside the circles. copy this on
your activity notebook and answer. At the center write demographic segmentation
examples.

What I Have Learned

Activity 2.1.4 Interview:

Directions: In your locality, interview your neighbors, fill up the information needed in
Profiling potential customer.

Demographic Segmentation survey;

Profile name of customer_______________________________________

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  Age: _______________________________________________
 Gender: ______________________________________________
 Income: ______________________________________________
 Location: _____________________________________________
 Family Situation: _______________________________________
 Annual Income: ________________________________________
 Education: ____________________________________________
 Ethnicity: _____________________________________________

Psychographic Market Segmentation survey: 

Profile name of customer: _______________________________________

 Personality traits: __________________________________________

 Values: __________________________________________________
 Attitudes: ________________________________________________
 Interests: ________________________________________________
 Lifestyles: _______________________________________________
 Psychological influences: ___________________________________
 Subconscious and conscious beliefs: __________________________
 Motivations: ______________________________________________
 Priorities: _______________________________________________

Behavioral Market Segmentation Examples 

Profile name of customer: __________________________________

 Purchasing habits; _________________________________________

 Spending habits: __________________________________________
 User status: ______________________________________________
 Brand interactions: ________________________________________

Geographic Market Segmentation Examples  

Profile Name of customer: ___________________________________ 

 ZIP code: _________________________________________________

 City: _____________________________________________________
 Country: __________________________________________________
 Radius around a certain location: _______________________________
 Climate: ___________________________________________________
 Urban or rural: ______________________________________________

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 What I can do

Answer Activity 2.1.5 Concept Web on Demographic Segmentation.

Direction: Interview 1 family member. Provide the information based on what is being ask in
each circle. Copy this figure on your activity notebook.

Income

Gender

Socio
Economic
Status
Age
Name of
Customer

Religion
Education

Family Life
Cycle

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 2.2 Identify the customer’s needs and wants through
consumer analysis

What’s In

Answer Activity 2.2.1

Direction: Arrange the scrambled letters to form a correct word/s which is connected to this
topic. Copy and write your answer on your activity notebook.

1. ROMTCUES SEDEN ................ __________________________

2. SCOMENUR............................... __________________________
3. SALYNSIA............................... __________________________
4. OMECURNS STAWN................ __________________________
5. TORCUPD............................... __________________________

What’s New

Answer Activity 2.2.2

Direction: Interview at least 5 family members or relatives. Ask them what are their basic
needs to survive and what are their wants. Write their answer on your activity
notebook. Follow this format.

Name of family members/

Needs Wants
relatives

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 What is It

What is a customer needs?

A customer need is a motive that prompts a customer to buy a product or service.

Ultimately, the need is the driver of the customer's purchase decision. Companies often look at
the customer need as an opportunity to resolve or contribute surplus value back to the original

 A need is something you have to have to survive or complete a task. A want is simply
the desire for something, in many cases something to satisfy a need. You need food to survive.

An example of customer need takes place every day around 12:00 p.m. This is when
people begin to experience hunger (need) and decide to purchase lunch. The type of food, the
location of the restaurant and the amount of time the service will take are all factors to how
individuals decide to satisfy the need.

Want is defined as to feel a wish, desire or need for something but not necessary for
you to survive. An example of want is to desire to have iPhone.

The five needs of customers are: Action, Appreciation, Price, Service and Quality.

Price: customers are always on the lookout for the best price that match their needs.
Quality: customers need good and durable products.

Every business leader knows that keeping customers is easier and less expensive than
getting new customers. The key to that retention is a constant adaptability to their changing
needs. 

In fact, the best product and service providers are attuned so well they anticipate their
clients' needs. They offer solutions that address budding problems or nascent pain that might
not yet be perceived by the customer.

Consumer analysis. Initial steps in the marketing research that identify and collect
information on the target market's needs, profiles, and consumer behaviors in order to establish
market segmentation. 
Customer needs analysis is the process of identifying what requirements
the customers has for a product or service. It's used in a variety of product and brand
management contexts, including concept development, product development, Value Analysis

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 What’s More

Answer Activity 2.2.3 Family Mini survey

Mini Survey Directions: Conduct a mini survey in your immediate family and relatives. Gather
pertinent data on population across age brackets as suggested in the
matrix below. Opposite each age group, indicate their probable needs
and wants.

Age Bracket Population Needs Wants

Example: 5 and Wooden toys, glossy

below 35 Toys, coloring books, coloring books, etc.
pajamas fashionable pajamas

6- 10 years old
16-20 years old
21-25 years old
26-35 years old

35-45 years old

46-55 years old
56-65 years old

66 and above
.

What I Have Learned

Answer Activity 2.2.4 Immediate community mini survey

Directions: Conduct a mini survey in your immediate community or in the public market. Gather
pertinent data that are needed to answer the in the matrix below. Put check1 on
market supply column and 1 check for demand column.

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 Specific Name of
Price
Place Animal Market Supply Demand
range
Or address products

EX: Market Ex: chicken 180.00/ Low Moderate high Low moderate High
wings kl. 


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

What I can do

Answer Activity 2.2.5 Identification

Directions: From the given below, identify needs and wants, and write it on their respective
column provided for. Write your answer on your activity note book.
Given: (Clothes, fancy suits, 4-bedroom house, leather shoes, shelter, swimming
pool,
Shoes, medicine, Ph.D. degree, computer, food, education, Ferrari sports car,
Transportation, Bed, Friends, blanket, coat, white collar job with a title, family, Job,
Television, side-line business)
Needs Wants

1. 1.

2. 2.

3. 3.

4. 4.

5. 5.

6. 6.

7. 7.

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 8. 8.

9. 9.

10. 10.

11. 11.

12.

LO2. 2.3 Conduct consumer / market analysis

What’s In

Answer Activity 2.3.1. Essay.

Directions: Copy and answer the questions on your activity notebook.
 Do you think we can survive if human needs are not available?
______________________________________________________________________
______________________________________________________________________
___________________________________________________
 As the elder child in the family, how will you explain to your younger brothers and sisters
about the difference between needs and wants? Which is more important to you, needs
or wants?
______________________________________________________________________
______________________________________________________________________
____________________________________________________

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 What’s New

Answer Activity 2.3.2 Bubble map

Direction: At the center, you seen the rectangular box, you write the word “Customer’s Needs).
Then at the sides there are circles, you write the needs of customers. Copy the
figure on your activity notebook, and write your answer.

What
is It

What is a customer analysis?

A customer analysis (or customer profile) is a critical section of a company's
business plan or marketing plan. Customer profiles are a collection of information
about customers that help determine why people buy or don't buy a product.
. Customer Analysis - process of identifying and evaluating the distinguishing characteristics of
a base of customers in order better understand their needs, purchasing
behavior, value orientation and motivations for purposes of segmentation and target marketing.
Customer data is continuously gathered through transaction data, customer feedback,
focus groups, and product testing.
Customer analysis should move through three different stages. You first need to identify who
your current customers are. The more detailed understanding you have of your customers the

22
better. This one group of customers should then be split into sub-groups that have similar traits
and motivations.
The purpose of undertaking customer analysis as part of a business plan is to examine
the consumers most likely to purchase your product or service in-depth. Brands can establish
different groups of customers and the needs of those customers. By understanding what
motivates them to make a purchase, brands can build their business around providing
solutions to those needs.
The market analysis plays an important role in clarifying the factors that affect your
potential target customers and their ability to move from one vendor to another. A careful market
analysis will help you better plan who to target first, and how to craft your offering. Market
analysis is a quantitative and qualitative assessment of a market. It looks into the size of
the market both in volume and in value, the various customer segments and buying patterns,
the competition, and the economic environment in terms of barriers to entry and regulation.
Why you should conduct a market analysis
Whether you are writing a Lean Plan or putting together a detailed business plan for a bank or
other investor, a solid market analysis is expected. But, don’t just do a market analysis because
you’re developing a plan. Do it because it will help you build a smarter strategy for growing your
business.
Customer data analysis uses information about customer behavior to make key
business decisions. It helps a business identify their target market and how to reach them.
Businesses gain the customer insight they need to deliver relevant and timely
products. Customer data analysis is also tied to predictive analytics.

The market analysis is one of the most important parts of any startup strategy. It can actually
help reduce risk because if you really understand your potential customers and market
conditions, you’ll have a better chance of developing a viable product or service. A careful
market analysis will help you better plan who to target first, and how to craft your offering

It should also help you get clear on what exactly makes you different from your competition,
which can make or break your chances of standing out in a crowded landscape.

Customer analysis should move through three different stages.

 You first need to identify who your current customers are. The more detailed
understanding you have of your customers the better. This one group of customers
should then be split into sub-groups that have similar traits and motivations. You can
also identify target customers you are not yet reaching.
 Customer analysis must then show what the needs of these different customer groups
are.
 You then need to work out what bridges these two, identifying how the company’s
products meet the needs of each customer group. How do you provide solutions to their
pain points?

Who are your customers?

You can learn more about your customers in a variety of ways, and a mix of research methods
will give you the most accurate results. It is best to gather as much information as possible, and
to not fall into thinking details are irrelevant. Details like age, gender, location, demographics

23
and psychographics are all important, but so are their interests, other brands they like,
publications they read and so on.

Discover their needs

The next step in customer analysis is to get a good idea of what the customer’s needs are. By
understanding their needs, several departments can gear their output towards answering these
questions, rather than taking an “If you build it, they will come” approach.

How does your brand meet the needs of the customer?

Once you’ve done your research and outlined your different customer groups and their needs,
you should connect the dots to your brand and identify how you meet those needs. This section
of customer analysis should just be a matter of discussing and brainstorming with internal
partners.

In generating business idea, you should first identify what type of business you want to put up.
You should analyze and scan the potential environment, study the marketing practices and
strategies of your competitors, analyze the Strengths, Weaknesses, Opportunities, and the
Threats in your environment to ensure that the products/goods and services you are planning to
offer will be patronized within the easy reach of your target markets/consumers.

Bear in mind these simple rules for successful SWOT analysis.

 Be realistic in identifying the strengths and weaknesses of your business when

conducting SWOT analysis.
 SWOT analysis should distinguish between where your business is today, and where it
could be in the future.
 SWOT should always be specific. Avoid any grey areas.
 Always apply SWOT in relation to your competitor, that is, better than or worse than your
competitor
 Keep your SWOT short and simple. Avoid complexity and over analysis
 SWOT is subjective.

What’s More

Activity 2.3.3 Mini survey:

Direction; Conduct mini survey of your locality about the needs of animal products
in your locality.

24
Customers Name of Price Needs Supply
name Animal range
products
1.Julieta Ex: chicken 180.00/ Low Moderate high Low moderate High
Dalman wings kl. 


2.
3.
4.

What I Have Learned

Activity 2.3.4
Direction: Conduct mini survey in your own purok or barangay. Interview at least 10
customers, ask them based on the questions stated on the figure. Write your answer
on your activity notebook.

https://www.slideshare.net/ahtezazzaz/market-analysis-45853487

Customers Location/address Needs to Why they Where do Where the

25
 Name buy buy the they buy? customer get
products? (place, name information
of store) of the
products?
Ex: Marilyn P2, Brgy.23,G.C. Chicken For foods Yagon Meat radio
Maamo wings shop
1.
2.
3.
4.
5.

What I can do

Answer Activity 2.3.5 True or False;

Direction: Write True if the statement is correct and False if the statement is wrong.
______1. A careful market analysis will help you better plan who to target first, and how
to craft your offering.
______2. Market analysis is a quantitative assessment only of a market.
______3. In customer analysis is how to get a good idea of what the customer’s needs are.
______4. The more detailed understanding you have of your customers the better.
______5. Brands can establish different groups of customers and the needs of those customer.
______6. Customer analysis should just be a matter of discussing and brainstorming with
internal partners.
______7. Just do a market analysis because you’re developing a plan. Do it because it will help
you build a smarter strategy for growing your business.
_____ 8. Do the conduct of market analysis because it will help you build a smarter strategy for
growing your business.

26
_____-9. Customer satisfaction analysis: Customers who are happy will not come
back again for more purchases. 
____10. How do you provide solutions to their pain points is one of the target of market
analysis?

27
Summary

Knowing the environment and market for animal production from this module, it would
help you students identify different products from animals such as, meat, milk, wool, work and
eggs that could be a source of a micro business in relation to animal production.
This module will help you gained understanding on how to identify the basic needs and
wants of the customers, who are your target customers, the customer profiling and knowing
your competitors could be a bases for your market opportunities. Because through this
information’s you gathered from your environment, this will have kept your business reduce its
risk of getting failure in the operation and development.

28
 Post Assessment/Post Test
ENVIRONMENT AND MARKET

Post test
Multiple Choice
Directions: Choose the letter of the best answer. Write your answer on your quiz notebook.

1. The following are needed information in profiling customers, which one is not included?
A. buying pattern
B. demographics
A. product miss-match
D. psycho-graphics
2. The following are examples of peoples’ basic need, which is not included?
A. food B. shelter C. clothing D. recreation
3. Which of the following is not a product of animal production?
A. Soft cashmere B. fresh milk C. bagoong D. Meat
4. Jivey make a survey of the population in his immediate community. Why he is doing this?
A. To target his biggest buyers
B. To determine the people who will buy everyday
C. Choose his favorite suki
D. To know where to sell / serve his product or service

5.The entrepreneur does some improvement of his products to make it more attractive to
to the eyes of the customers, what does it mean?
A. curiosity B. innovation C. invention D. discovery

6. This is your desire to own something but it is not really necessary?

A. wants B. needs C. likes D. requirements
7. The following are sample services we can get from animals, but one of it is not included
which one?
A. Animals are often used to test products that benefit humans
B. They serve as food for other animals in the food chain
C. Working animals
D. Cows don’t love to be petted

8. The process of identifying what requirements the customers have for a product or service.

A. Swot analysis B. Customer needs analysis C. Market analysis D. none of these
9. Which of the following is not included in the use of livestock animals?
A. Food B. clothing C. ornamentation D.  feathers for accessories

10. Which of the examples below is not included of poultry and livestock production?
A. cattle B. sheep C. zebra D. goat

29
Environment and Market
Pre-test / Diagnostic test
What I Know: Multiple Choice:
1. D 6. D
2. D 7. C
3. B 8. C
4. A 9. C
5. B 10. D

1.1 Identify the players/ competitors within the town

What’s In What’s New What’s More What I Have What I can do
Act. 1.1.1 Act. 1.1.2 Act. 1.1.3 Learned 1.1.4 Act. 1.1.5
Word puzzle Web map Interview True or False
Answers may Answers may 1.F 6. F
Answers may
vary as this is vary as this is 2. T 7. T
vary as this is
personal view personal view or 3. T 8. F
personal view
or opinion of the opinion of the 4. T 9. T
or opinion of the
students students 5. T 10. T
students
1.1.2 WORD PUZZLE:

N L O C A L I D U S T R Y
E F T O T O G W W E R C Q
I S H M Y N T H J T W O A
G I E P U W H O S J S O S
H D R A L Q Y L A K D P R
B C C N O A I E Q T C E T
O E O I C D L S N I N R F
R R U E A S K A Z S V A G
S T N S L T R L C A B T Z
G Y T D M U E E F X M I B
B O R O A X R R S W L V M

30
 L Y I T R C A E X R I E K
U H E P K V Z B M Q O T L
O R S R E S T A U R A N T
R W S R T H E R H T E H O

1.2 Identify the different products /services available in the market.

What’s In What’s New What’s More What I Have What I can do

Act. 1.2.1 Act. 1.2.2 Act. 1.2.3 Learned 1.2.4 Act. 1.2.5
Concept map Pictures Venn diagram Matching type
identification
Answers may Answers may Answers may 1.B
Answers may
vary as this is vary as this is vary as this is 2. C
vary as this is
personal view or personal view personal view 3. A
personal view
opinion of the or opinion of or opinion of the 4. E
or opinion of
students the students students 5. D
the students

LO2 Objective 2.1 Profile potential customers

What’s In What’s New What’s More What I Have What I can do
Act. 2.1.1 Act. 2.1.2 Act. 2.1.3 Learned 2.1.4 Act. 2.1.5
Sentence Bubble map Interview Concept web
completion
Answers may Answers may Answers may Answers may Answers may
vary as this is vary as this is vary as this is vary as this is vary as this is
personal view or personal view or personal view or personal view or personal view or
opinion of the opinion of the opinion of the opinion of the opinion of the
students students students students students
2.2 Identify customer’s needs and wants through consumer analysis

What’s In What’s New What’s More What I Have What I can do

Act. 2.2.1 Act. 2.2.2 Act. 2.2.3 Learned 2.2.4 Act. 2.2.5
Arrange Interview Family mini Immediate Identification

31
 scrambled survey community
letters mini survey
1.customer Answers may Answers may Answers may Needs and
needs vary as this is vary as this is vary as this is wants
2.consumer personal view or personal view or personal view or
3.analysis opinion of the opinion of the opinion of the
4.consumer students students students
wants
5.product

Needs : Wants

Clothes , shelter , shoes , medicine , food Fancy suits, 4 bedroom, leather shoes,

Education , transfortation, bed , blanket, coat, Swimming pool, Ph.D, degree, computer

Family, job Ferrari sports car, friends, television,

White collar job, side-line business

2.3 Conduct consumer / market analysis

What’s In What’s New What’s More What I Have What I can do

Act. 2.3.1 Act. 2.3.2 Act. 2.3.3 Learned 2.3.4 Act. 2.3.5
Essay Bubble map Mini survey Mini survey True or false
Answers may Answers may Answers may Answers may 1.T 6. T
vary as this is vary as this is vary as this is vary as this is 2.F 7. F
personal view or personal view or personal view or personal view or 3.T 8. T
opinion of the opinion of the opinion of the opinion of the 4.T 9. F
students students students students 5.T 10. T

References:

 Technology and Livelihood Education –Agricultural Crop Production G-10 L M. pp 18-30

 CHS Module 2 Environment &Market Learners Material pp. 14-29
 Industrial Arts: Carpentry G9 –Entrepreneurship Learner’s Material
 https://simplicable.com/new/competitor
 https://www.entrepreneurshipinabox.com/1883/22-questions-about-competition/

32
 https://www.infoentrepreneurs.org/en/guides/understand-your-competitors/
 https://prod-cms-userfiles-
uxx.s3.amazonaws.com/ky/powellcntyschs/data/userfiles/1205/classes/16293/020062.p
df?AWSAccessKeyId=ASIAUD4BP2ECCHULXLHR&Expires=1594285078&response-
ca
 https://prod-cms-userfiles-
uxx.s3.amazonaws.com/ky/powellcntyschs/data/userfiles/1205/classes/16293/020062.p
df?AWSAccessKeyId=ASIAUD4BP2ECCHULXLHR&Expires=1594285078&response-
ca
 https://animalsmart.org/feeding-the-world/products-from-animals
 http://www.joaat.com/uploadfile/2017/1226/20171226021452365.pdf
 http://www.fao.org/3/w3240e/W3240E06.htm
 https://www.google.com/search?biw=1366&bih=657&ei=N_IDX_iKEauh-
Qa0yI3wDA&q=products+we+get+from+animals&oq=what+are+different+products+of+a
nimal+production&gs_lcp=
 https://www.sciencedirect.com/topics/agricultural-and-biological-sciences/poultry-
products
 https://en.wikipedia.org/wiki/Poultry
 https://en.wikipedia.org/wiki/Livestock
 https://www.britannica.com/animal/livestock
 https://animalsmart.org/feeding-the-world/products-from-animals
 https://en.wikipedia.org/wiki/Animal_product
 https://www.treehugger.com/everyday-products-you-didnt-know-had-animal-ingredients-
4858750
 https://smallbusiness.chron.com/three-important-marketing-environment-concepts-
organization-should-consider-73548.html
 https://www.google.com/search?
source=hp&ei=2kkGX8SOI4SzmAXD1LnoAg&q=introduction+of+environment+and+mar
ket+in+generating+business+ideas&oq=introduction+of+environment+and+market&gs_l
cp=CgZwc3ktYWIQARgCMggIIRAWEB0QHjIICCEQFhAdEB4yCAghEBYQHRAeOggIA
BCxAxCDAToFCAAQsQM6AggAOgkIABAKEEYQ-QE6BAgAEAo6CggAELEDEEYQ-
 https://www.thesaurus.com/browse/respond
 https://www.linkedin.com/pulse/8-important-needs-importance-environmental-scanning-
business-sharma
 https://www.experienceux.co.uk/faqs/what-is-customer-profiling/#:~:text=Customer
%20profiling%20is%20a%20way,a%20name%2C%20and%20a%20description
 https://web.smu.edu.sg/spring/marketing-plan/identify-your-potential-customers/
 https://www.buxtonco.com/blog/what-is-customer-profiling-a-5-step-beginners-guide
 https://www.thebalancesmb.com/consumer-profile-defining-the-ideal-customer-2296932
 https://www.buxtonco.com/blog/what-is-customer-profiling-a-5-step-beginners-guide
 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2542-
behavioral-segmentation.html
 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2005-
demographic-segmentation.html
 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/4070-
geographic-segmentation.html
 http://www.investorwords.com/19278/customer_analysis.htm

33
For inquiries or feedback, please write or call:
Department of Education — Division of Gingoog City
Brgy. 23, National Highway, Gingoog City
Telefax: 088-328-0108 / 088328-0118
E-mail Address: gingoog.city@deped.gov.ph

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