Market size

Market segment

Population

Target Market
(%)

Target Market

Teenagers

14,170

65 %

9,211

Adult

7,630

45 %

3,434

Total

21,800

100 %

12,645

Market Segment

Target
Market

Potential
Purchase
(RM)

Total Potential Purchase (monthly)

RM

Teenagers

9,211

RM8.00/day

(RM8.00x30days)x9211=RM2,210,640.00

Adult

3,434

RM8.00/day

(RM8.00x30days)x3434=RM824,160.00

Total

RM3,034 800.00

3.5.1 Analysis of Competitor

Table 7: Competitor Strengths and Weakness
Competitor
Why Pay More Nutrition
(Cawangan Alor Setar)
Firdaus Gym and Fitness

LZ Lady Fitness

Strengths
- Wide variety of product
- Located at shopping mall
- Offer not only supplement
but physical activities.
- Have a large number of
follower
- Well decorated place

Weakness
- Only focus on supplement
based food
- Expensive
- Only focus on supplement
and physical activities

- Only for women

- Not friendly services

Table 8: Business Opportunities and Threats

Opportunities
1. Only use organic based raw material
2. Raw material easily find as raw material
comes from daily used product
3. The only business offer complementary
protein diet based food

Threats
1. Hard to breach market as Alor Setar have
a lot of gymnasium
2. Business area have less parking number
3. Our customer are not familiar to this type
of food

3.6.1 Market Share before entry of Penta Core Ent

Table 9 : Market Share before entrance
Competitors

Market Share
(%)
50 %

Market Share / yearly

(RM)
RM 1,517,400.00

30%

RM 910,440.00

LZ Lady Fitness

20%

RM 606,960.00

Total

100%

RM 3,034,800.00

Why Pay More Nutrition

(Cawangan Alor Setar)
Firdaus Gym and Fitness

Table 9 : Market after entrance

Competitors

Why Pay More

Nutrition (Cawangan
Alor Setar)
Firdaus Gym and
Fitness
LZ Lady Fitness
Penta Core
Enterprise
Total

Market
Share

Loss of
Market Share
(%)

Market Share

Market Share/
yearly (RM)

(%)
50 %

5%

45 %

RM 1,365,660.00

30 %

1%

29 %

RM 880,092.00

20 %

2%

18 %

RM 546,264.00

8%

RM 242,784.00

100 %

8%

100 %

RM 3,034,800.00

(%)

3.7 SALES FORECAST

Table 10 : Sales Forecast for three consecutive years

SALES PROJECTION / FORECAST
Year

Month

2016

Month 1

6%

Sales Collection
(RM)
RM14,567.04

2016

Month 2

9%

RM21,850.56

2016

Month 3

8%

RM19,422.72

2016

Month 4

10 %

RM24,278.4

2016

Month 5

10 %

RM24,278.4

2016

Month 6

3%

RM7,283.52

2016

Month 7

5%

RM12,139.2

2016

Month 8

10 %

RM24,278.4

2016

Month 9

10 %

RM24,278.4

2016

Month 10

11 %

RM26,706.24

2016

Month 11

9%

RM21,850.56

2016

Month 12

9%

RM21,850.56

2016

Total Year 1

100 %

RM 242,784.00

2017

Total Year 2

2%

RM 247,639.68

2018

Total Year 3

3%

RM 255,068.87

Remark
Opening stage;
business run slow
Next stage; business
increasing
Competitors increase
their promotion as they
recognise Pentacore in
the market
Penta Core increase
promotion
Penta Core increase
promotion
Fasting Month; not
suitable for high
protein diet.
Eid Month; people
prefer tradisional and
festive-season food
Customer comes as
usual after festive
season finish
Aggressive promotion
and marketing
Aggressive promotion
and marketing
Joining Food Festival
held by Kedah State
Goverment
Christmas festival;

Sales and Collection

(RM 000)
35 30 25 20 15 10 50
Monthly

CASH COLLECTIONS FOR SALES

In the month of sale

100 %

1 month after sale

2 month after sale

Total

100 %