A FEASIBILITY STUDY OF ESTABLISHING THE LIMA BEANS (PATANI) PROTEIN

CRACKERS MANUFACTURING COMPANY

A Feasibility Study Presented to the

College of Engineering
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
BINAN CAMPUS
Binan City, Laguna

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Industrial Engineering

BAUTISTA, JALUZ GREGORE

LAYACAN, ANGELO
MALVATAAN, KRYSTAL ANNE P.

ENGR. CHRISTOPHER MIRA

FEASIBILITY STUDY PROFESSOR

DECEMBER 2023
MARKETING ASPECT
● General Market Information
● Industry Analysis
● Competitor Analysis
● Market Analysis
● Survey Questionnaire Analysis

GENERAL MARKET INFORMATION

The demand for food crackers is surging in the Philippines, constituting a significant
portion (15-20%) of the ever-expanding snack food market. These crackers have
become a popular choice as consumer preferences shift towards healthier, convenient,
and flavorful snack options. This trend is particularly evident in the urban population,
which is growing rapidly, and among individuals with busy schedules who seek easily
accessible snacks like crackers.

The escalating trajectory of the snack food market in the Philippines bodes well for the
future of food crackers. With a diverse range of consumer preferences and the
stronghold of established brands, the market signals a sustained and robust demand for
crackers in the region. However, to capitalize on this thriving market, cracker brands
must adopt a proactive approach by continually innovating, aligning with
health-conscious trends, and swiftly adapting to the ever-evolving consumer behaviors.

In essence, the demand for food crackers in the Philippines reflects the evolving
consumer landscape, where health, convenience, and taste converge as crucial factors
in snack choices. Successfully navigating this landscape requires cracker brands to
embrace innovation and agility, catering to the discerning needs of consumers to secure
a strong and lasting position in this dynamic and growing market.

INDUSTRY ANALYSIS

Conducting a feasibility study for the introduction of Lima Bean Crackers in the
functional food industry requires an in-depth industry analysis. Positioned as a unique
addition to the realm of functional foods, Lima Bean Crackers present a promising
opportunity as snacking trends pivot towards healthier, protein-rich options. With a
growing preference for plant-based and sustainable choices among consumers, lima
beans align well with these trends. This assessment goes beyond product launch,
demanding a thorough exploration of market dynamics, consumer preferences, and
competitive forces shaping the functional food domain.

A crucial aspect of the study involves examining the current market dynamics, including
dimensions, segmentation, and dominant players in the protein bar sector. This
understanding is vital for evaluating the feasibility of Lima Bean Crackers. The study
 delves deeper into consumer behavior, preferences, and health trends, aiming to
identify the specific demographic that resonates with the unique nutritional attributes of
lima beans.

The comprehensive analysis not only identifies challenges but also explores
opportunities for innovation and growth potential that Lima Bean Crackers could
leverage in the dynamic functional food landscape, particularly within the protein bar
segment. The findings will play a pivotal role in shaping the roadmap for the successful
introduction and sustainable integration of this distinctive product into the market.

COMPETITOR ANALYSIS

Direct competitors within the cracker segment, such as renowned brands offering
savory and sweet options like NutriAsia's Skyflakes, Universal Robina Corporation's
Jack n’ Jill, and Mondelez Philippines' Chips Ahoy!, directly vie for consumer attention in
the snacking realm. Their established presence, diverse flavors, and varying selling
strategies pose immediate challenges and opportunities for the introduction of Lima
Beans Crackers. These competitors set benchmarks in taste, texture, and consumer
appeal within the cracker domain, requiring the Lima Beans variant to carve a unique
niche to stand out.

Direct Competitors

Company Year Main office and Product in Selling strategy

Established branches competition
NutriAsia 1990 Taguig, Metro Skyflakes classic savory crackers in
Manila various flavors.
Universal Robina 1954 Quezon City, Jack n’ Jill Sweet crackers coated in
Corporation Manila chocolate or colorful
candy bits
Mondelez 1963 Paranaque City, Chips Ahoy! Chocolate chip cookies
Philippines Metro Manila offering a sweet and
crunchy cracker
experience

PepsiCo 1965 New York City, Tostitos flavored options compete

US with savory crackers for
snacking occasions

Table 1.1. Direct Competitors

Indirect competitors, on the other hand, encompass a broader spectrum of snack

options that indirectly compete for consumer preference. These might include protein
 bars, nuts, granola bars, or even healthier alternatives like vegetable chips or rice
cakes. While not strictly crackers, these alternatives offer similar snacking convenience
and, in some cases, tout health benefits or unique flavor profiles that overlap with the
appeal of Lima Beans Crackers. Understanding and addressing the allure of these
indirect competitors is vital in positioning Lima Beans Crackers uniquely in the market.

Indirect Competitors

Company Year Main office and Product in Selling strategy

Established branches competition
Kellanova 1906 Chicago, Illinois Pringles Offer salty and savory
snacking options,
competing with flavored
crackers for casual
munching
7-eleven 1927 Irving Texas Ready to eat Packed, grab-and-go
sandwiches option
Kettle Foods 2005 Mandaluyong, Kettle Korn Whole grain popcorn and
Corporation Manila flavorful snacks made with
real, simple ingredients.
Quaker Oats 1901 Chicago, US Granola bars Made with 100% whole
grains and other
ingredients, like real
chocolate chips and
raisins, and no artificial
flavors or added colors
Liwayway 1993 Metro Manila Oishi Snack brand, with iconic
Holdings products like Oishi Prawn
Company Limited Crackers and Kirei.
Table 1.2. Indirect Competitors

MARKET ANALYSIS

Target Market with Segmentation

The Leguminous Lima Beans Cracker Biscuit potential market will be working
individuals who have an interest in high nutritional value cracker biscuit residing in
Luzon. Individuals that are health conscious,
Historical Population

Table 1.3. Historical Working Population in Luzon

Projected Population

The working population for the next five years was forecasted by using the average
growth rate obtained from the 2022 Census of Population issued by PSA. The
researcher utilized the Exponential Growth Formula to forecast the population of
individuals residing in Luzon who are age 15 to 64 years old, ranging from year 2024 to
year 2029.

Table 1.4. Projected Working Population in Luzon

Identification of Appropriate Forecasting Technique

Exponential Growth Formula:
𝑥
𝑦 = 𝑎(1 + 𝑟)
Whereas:
a = Initial Population
r = Growth Rate
x = Time Interval
Sample Size
The proponents utilized Slovin’s Formula to determine the sample size of respondents
that will represent the whole working population of Luzon.
Slovin’s Formula:
𝑁
𝑛= 2
1+𝑁𝑒

Whereas:
n = Sample Size
N = Total Population
e=Margin of Error
𝑅𝑃𝑆
𝑆𝑎𝑚𝑝𝑙𝑒 𝑠𝑖𝑧𝑒 𝑒𝑎𝑐ℎ 𝑐𝑖𝑡𝑦 = 𝑁(𝑛)

Whereas:
RPS = Respondent Population Size
N = Total Population
n = Sample Size
Solution:
𝑁
𝑛= 2
1+𝑁𝑒

22,681,544
𝑛= 2
1+22,681,544(0.05)

𝑛 = 399. 99 ≈400 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠

Table 1.5. The Slovin’s Formula suggests an ideal sample size of 400 respondents.
Method/s of Data Acquisition

To collect the necessary data for the target market's historical demand and supply,
survey questionnaires were used. Five well-known provinces and heavily urbanized
cities in Luzon—Manila, Cavite, Laguna, Rizal, and Batangas—were the sites of the
administration of these survey questionnaires. These cities were selectively chosen
considering their importance as the region's principal urban centers in Luzon. These
urban areas are notable for having huge populations; on average, each has about
300,000 residents. Additionally, they have shown an average population expansion of
generally 4.83% over time.

SURVEY QUESTIONNAIRE RESULTS

A. Respondents Profile

Gender Percentage

Male 187 46.75%

Female 213 53.25%
Total 400 100%
Table 1.6. Respondents Gender Distribution Figure 1.1. Respondents Gender Distribution

Age Percentage
15 - 24 yrs. Old 113 28.25%
25 - 34 yrs. old 89 22.25%
35 - 44 yrs. old 76 19.00%
45 - 54 yrs. old 55 13.75%
55 - 64 yrs. old 51 12.75%
65 yrs. old and above 16 4.00%
Total 400 100%
Table 1.7. Age Range Distribution Figure 1.2. Age Range Distribution

Residence Percentage
Metro Manila 113 28.25%
Laguna 92 23.00%
Cavite 53 13.25%
Batangas 64 16.00%
Rizal 78 19.50%
Total 400 100%
Table 1.8. Respondent’s Residential Distribution Figure 1.3. Respondent’s Residential Distribution
 Employment Status Percentage

Student 82 20.50%
Self-Employed 79 19.75%
Part-Time 59 14.75%
Employed 168 42.00%
Unemployed 12 3.00%
Total 400 100%
Table 1.9. Respondent’s Employment Status Distribution Figure 1.4. Employment Status Distribution

B. Survey Analysis
1. How do you often
consume cracker Percentage
biscuits?
Daily 89 22.25%
Once in 2-3 days 154 38.50%
Once a week 96 24.00%
Once a month 61 15.25%
Total 400 100%
Table 1.10. Cracker Biscuit Distribution Figure 1.5. Cracker Biscuit Distribution

2. What brand do you prefer

Percent
when buying cracker
age
biscuits?
SkyFlakes 198 49.50%
Magic Flakes 66 16.50%
Rebisco 105 26.25%
Tiger Energy 31 7.75%
Total 400 100%
Table 1.11. Respondent’s Brand Preference Figure 1.6. Respondent’s Brand Preference

3. Where do you
typically purchase Percentage
crackers or biscuits?
Local Market 189 47.25%
Physical Grocery
154 38.50%
Store
Online Platforms 57 14.25%
Total 400 100%
Table 1.12. Respondent’s Preferred Purchase Locations Figure 1.7. referred Purchase Locations
 4. What are some
important factors you
consider when Percentage
purchasing crackers or
biscuits?
Nutritional Value 174 43.50%
Price 87 21.75%
Taste 76 19.00%
Brand 63 15.75%
Total 400 100%
Table 1.13. Respondent’s Buying Considerations Figure 1.8. Respondent’s Buying Considerations

5. On the scale of 1 to 5,
how important is the
nutritional content when Percentage
choosing cracker
snacks?
1 3 0.75%
2 7 1.75%
3 39 9.75%
4 62 15.50%
5 289 72.25%
Total 400 100%
Table 1.14. Importance of Nutritional Content Figure 1.9. Importance of Nutritional Content

6. Would you be
interested in trying
Percentage
crackers made with
Patani (Lima Beans)?
Yes 314 78.50%
No 26 6.50%
Maybe 60 15.00%
Total 400 100%
Table 1.15. Likelihood of Buying Patani Crackers Figure 1.10. Likelihood of Buying Patani Crackers
 7. Would you be willing
to pay more for organic
Percentage
or healthier cracker
snack options?

Yes 265 66.25%

No 27 6.75%
Maybe 108 27.00%
Total 400 100%
Table 1.16. Willingness to Buy for Healthier Snack Figure 1.11. Willingness to Buy for Healthier Snack

8. What price range

would you be willing to
Percentage
pay for a pack of Patani
(Lima Beans) cracker?
Php 100 Below 196 49.00%
Php 101 – 200 121 30.25%
Php 201 – 300 64 16.00%
Php 301 or more 19 4.75%
Total 400 100%
Table 1.17. Respondent’s Preferred Price Range Figure 1.12. Respondent’s Preferred Price Range

9. Would you be more

likely to purchase a
Patani (Lima Beans)
Percentage
cracker if it were
available at your
preferred store(s)?
Yes 289 72.25%
No 14 3.50%
Maybe 97 24.25%
Total 400 100.00%
Table 1.18. Likeliness to Buy at Preferred Stores Figure 1.13. Likeliness to Buy at Preferred Stores
The following statistical tools used by the researchers to interpret and indicate the data
gathered are as follows:
Arithmetic Straight Line
The researchers used the Arithmetic Straight Line method on projecting the future value
of demand for the next five (5) years:
Formula:
𝑌𝑐 = 𝑎 + 𝑌𝑖 − 1
𝑌𝑛−𝑌𝑐
Where: 𝑎 = 𝑁−1

Yc = Initial Value
Yn = Final Value
N = Number of Year Past
Yi = Value for the Year Past
Arithmetic Geometric Curve
The Arithmetic Geometric Curve Method uses the assumptions that the rate of increase
in the projected values is constant even though the amount of change keeps on
increasing.
Formula:
𝑌𝑖+1
𝑌𝑐 = 1+𝑟

Where: Yi+1 = Value for the Year Ahead

r = Average Rate of Increases
Statistical Straight Line
This method uses the assumptions that the change in the figure is constant while the
change for the data of the year is decreasing. Moreover, it uses the formulation where A
is the y-intercept and B is the slope, where X is the independent variable and Y is the
dependent variable. The slope of the line determines the rate of change between the
independent and dependent variables’ values.
Formula:
𝑌𝑐 = 𝑎 + 𝑏𝑥
Where:

∑𝑦 𝑏∑𝑥 𝑛∑𝑥𝑦−∑𝑥𝑦
𝑎= 𝑛
− 𝑛
𝑏= 2 2

𝑛∑𝑥 − ∑𝑥
()
 2
2
∑ 𝑥 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑋∑ 𝑦 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑌 ∑ 𝑥𝑦 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑋𝑌∑ 𝑥 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑋 𝑁 = 𝑆𝑎𝑚𝑝𝑙𝑒 𝑠𝑖𝑧𝑒

Statistical Parabolic Curve

This curve uses the assumptions that the change in the predicted values and the
percentage change may be decreasing or increasing.
Formula:
2
𝑌 = 𝑎 + 𝑏𝑐 + 𝑐𝑥
Whereas:
4 2

𝑎= ⎠
( )( )
⎛∑𝑥 ⎞ ∑𝑦 − ∑𝑥 ⎛∑𝑥 𝑦⎞
⎝ ⎝ ⎠
2

4 2

𝑛⎛∑𝑥 ⎞−(∑𝑥 )^2

⎝ ⎠

∑𝑥𝑦
𝑏= 2

∑𝑥

2 2

𝑐= ⎠ ⎝
( )
𝑛⎛∑𝑥 𝑦⎞ ∑𝑥𝑦 −⎛∑𝑥 ⎞ ∑𝑦
⎝ ⎠
( )
4 2 2

𝑛⎛∑𝑥 ⎞−⎛∑𝑥 ⎞
⎝ ⎠ ⎝ ⎠
2 4
2 4
∑ 𝑥 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑋 ∑ 𝑦 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑌 ∑ 𝑥𝑦 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑋𝑌∑ 𝑥 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑥 ∑ 𝑥 = 𝑆𝑢𝑚𝑚𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑣𝑎𝑙𝑢𝑒𝑠 𝑜𝑓 𝑥 𝑁 = 𝑆𝑎𝑚𝑝𝑙𝑒 𝑠𝑖𝑧𝑒

DEMAND ANALYSIS

The desire and ability of consumers to purchase goods and services at a certain price
are referred to as demand in the economic sense. A price increase for a good or service
will result in decreased demand and vice versa if all other factors stay the same.

The presentation of data shows the historical and projected number of target markets
from the respective cities or municipalities.

Historical Demand

The historical demand for Patani (Lima Beans) Cracker Biscuit was determined based
on the Historical Working Population provided by Philippine Statistics Authority. Also,
 the proponents consider the survey result, “How often do you consume cracker
biscuits?” as a basis to compute the historical demand.

Frequency of Purchase
Year Population Daily Once in 2-3 days Once a week Once a month

2019 40,347,957 22.25% 38.50% 24.00% 15.25%

2020 40,977,736 22.25% 38.50% 24.00% 15.25%

2021 41,582,871 22.25% 38.50% 24.00% 15.25%

2022 42,164,966 22.25% 38.50% 24.00% 15.25%

2023 42,875,392 22.25% 38.50% 24.00% 15.25%

Table 1.19. Frequency of Respondent’s Cracker Biscuit Purchase

Historical Demand
Once a
Year Population Daily Once in 2-3 days Once a month Annual Demand
week
2019 40,347,957 798,990,418 2,392,230,371 929,616,929 375,336,870 4,536,522,545
2020 40,977,736 811,461,617 2,429,569,967 944,127,037 381,195,389 4,607,331,747
2021 41,582,871 823,444,803 2,465,448,422 958,069,348 386,824,657 4,675,370,101
2022 42,164,966 834,971,739 2,499,960,834 971,480,817 392,239,596 4,740,817,952
2023 42,875,392 849,039,950 2,542,081,992 987,849,032 398,848,334 4,820,694,700
Table 1.20. Historical Demand for Cracker Biscuit

Standard Deviation from the Four (4)

Projections Methods

Methods Standard Deviation

Arithmetic Straight Line 4,208,969

Arithmetic Geometric Curve 4,559,735
Statistical Straight Line 1,156,047
Statistical Parabolic Curve 1,159,895
Table 1.21. Standard Deviation for from the four Projection four Methods

The preceding tables display various outcomes obtained from various methods.
Selecting the approach with the lowest standard deviation allowed for the determination
of the forecasting method. A low standard suggests that the values are more in line with
the data's mean. Among the different methods used, it is reasonable to choose the
Statistical Straight Line which has the lowest standard deviation of 1,156,047 for
projecting demand for upcoming years.

Projected Demand
The projected demand for Patani Cracker Biscuit for the next five years was determined
using the Statistical Straight-Line Method.

Statistical Straight-Line Method

Year X X2 a b Yc
2025 3 9 4,465,598,255 70,183,051 4,676,147,409
2026 4 16 4,465,598,255 70,183,051 4,746,330,460
2027 5 25 4,465,598,255 70,183,051 4,816,513,512
2028 6 36 4,465,598,255 70,183,051 4,886,696,563
2029 7 49 4,465,598,255 70,183,051 4,956,879,614
Total 25 135 24,082,567,559
Table 1.22. Projected Demand in Statistical Straight Line

Table 1.23. Projected Demand for

Patani Cracker Biscuit

Year Demand
2025 4,676,147,409
2026 4,746,330,460
2027 4,816,513,512
2028 4,886,696,563
2029 4,956,879,614

Figure 1.14. Projected Demand for Patani Cracker Biscuit

Table 1.23 and Figure 1.14 shows the Total projected demand for 2025-2029. The
projected demand for the year 2025 is 4,676,147,409, for the year 2026 is
4,746,330,460, for the year 2027 is 4,816,513,512, for the year 2028 is 4,886,696,563,
and for the year 2029 is 4,956,879,614.
 SUPPLY ANALYSIS

Supply Projection

The following data to be shown are the historical supply and projected supply based on
our 400 respondents, residing within provinces and highly urbanized cities in Luzon,
Philippines.

Historical Supply
The historical supply was determined based on the survey questionnaire results in the
question, " What brand do you prefer when buying biscuit crackers?" as a basis to
compute the projected supply.

Historical Supply of Competitors

Competitors Survey Percentage Supply (2019) Supply (2020) Supply (2021) Supply (2022) Supply (2023)
Skyflakes 122 31% 1,383,639,376 1,405,236,183 1,425,987,881 1,445,949,475 1,470,311,883
Magic flakes 88 22% 998,034,960 1,013,612,984 1,028,581,422 1,042,979,949 1,060,552,834
Rebisco 78 20% 884,621,896 898,429,691 911,697,170 924,459,501 940,035,466
Tiger Energy 39 10% 442,310,948 449,214,845 455,848,585 462,229,750 470,017,733
Others 73 18% 827,915,365 840,838,044 853,255,043 865,199,276 879,776,783
Total 400 100% 4,536,522,545 4,607,331,747 4,675,370,101 4,740,817,952 4,820,694,700
Table 1.24. Historical Supply where the option “Others” is included.

Historical Supply of Competitors

Competitors Survey Percentage Supply (2019) Supply (2020) Supply (2021) Supply (2022) Supply (2023)
Skyflakes 122 31% 1,383,639,376 1,405,236,183 1,425,987,881 1,445,949,475 1,470,311,883
Magic flakes 88 22% 998,034,960 1,013,612,984 1,028,581,422 1,042,979,949 1,060,552,834
Rebisco 78 20% 884,621,896 898,429,691 911,697,170 924,459,501 940,035,466
Tiger Energy 39 10% 442,310,948 449,214,845 455,848,585 462,229,750 470,017,733
Total 327 82% 3,708,607,181 3,766,493,703 3,822,115,057 3,875,618,676 3,940,917,917
Table 1.25. Historical Supply where the option “Others” is excluded.

Table 1.25 shows the historical supply of competitors, in which the option “Others” was
excluded to get the total percentage share of the supply of the competitors.

Standard Deviation from the Four (4) Projections Methods

Methods Standard Deviation

Arithmetic Straight Line 3,440,832
Arithmetic Geometric Curve 3,709,131
 Statistical Straight Line 945,069
Statistical Parabolic Curve 948,214
Table 1.26. Standard Deviation from the Four Projection Methods

Statistical Straight-Line Method is the most favorable with the lowest standard deviation
of 945,069, among the three projection methods used.

Projected Supply
The projected supply for Patani Cracker Biscuit for the next five years was determined
using the Statistical Straight-Line Method.
Year X X2 a b Yc
2025 3 9 3,650,626,573 57,374,644 3,822,750,507
2026 4 16 3,650,626,573 57,374,644 3,880,125,151
2027 5 25 3,650,626,573 57,374,644 3,937,499,796
2028 6 36 3,650,626,573 57,374,644 3,994,874,440
2029 7 49 3,650,626,573 57,374,644 4,052,249,085
Total 25 135 19,687,498,979
Table 1.27. Projected Supply in Statistical Straight Line

Year Supply
2025 3,822,750,507
2026 3,880,125,151
2027 3,937,499,796
2028 3,994,874,440
2029 4,052,249,085

Table 1.28. Projected Supply for Patani

Cracker Biscuit

Figure 1.15. Projected Supply for Patani Cracker Biscuit

Table 9.1 and figure 7.0 show the Total Projected Supply for 2025-2029. The Projected
Supply for the year 2025 is 3,822,750,507, for the year 2026 is 3,880,125,151, for the
year 2027 is 3,937,499,796, for the year 2028 is 3,994,874,440, and for the year 2029 is
4,052,249,085.
 MARKET GAP AND MARKET SHARE

Market Gap
The market gap is calculated by subtracting the annual supply from the yearly demand,
revealing the project's market potential.
Market Gap Analysis
Annual
Year Annual Demand Supply Market Gap Gap %
2025 4,676,147,409 3,822,750,507 853,396,902 18.25%
2026 4,746,330,460 3,880,125,151 866,205,309 18.25%
2027 4,816,513,512 3,937,499,796 879,013,716 18.25%
2028 4,886,696,563 3,994,874,440 891,822,123 18.25%
2029 4,956,879,614 4,052,249,085 904,630,530 18.25%
Table 1.29. Market Gap for Patani Cracker Biscuit

Market Share
Leguminous Delicacies Company initially decided to consume 13.65% of the annual
gap, assuming that the remaining percentage of the annual gap will be covered after the
company recovered the project cost and gained market stability. There is also a yearly
increase of 5% on the desired production capacity.

Market Gap
(Annual Demand - Production
YEAR DEMAND SUPPLY Annual Supply) Capacity Market Share
2025 4,676,147,409 3,822,750,507 853,396,902 1,165,248 13.65%
2026 4,746,330,460 3,880,125,151 866,205,309 1,223,510 14.12%
2027 4,816,513,512 3,937,499,796 879,013,716 1,284,686 14.62%
2028 4,886,696,563 3,994,874,440 891,822,123 1,348,920 15.13%
2029 4,956,879,614 4,052,249,085 904,630,529 1,416,366 15.66%
Table 1.30. Market Share for Patani Cracker Biscuit

MARKETING PROGRAM

Marketing Practices of the Direct Competitors

Marketing Practices of the Indirect Competitors
Leguminous Delicacies Company Strategies and Programs