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MARKETING ASPECT
and wants of the customers, finding opportunities regarding it, introducing and
This chapter covers the study of the identification of the target market,
applied in the business. This can be done through an analysis of the data
gathered concerning the possible acceptance of the product in the market. This
will serve as a basis to analyze the complexity of the business and to determine
Target Market
sell its products to, and includes a target set of customers to whom it directs its
marketing strategy.
According to the Integrated Agricultural Research Centers in their article
and Japanese people are more familiar with oyster mushrooms. Moreover, a
for Travel and Tourism for June 2016 statistic article showed that among the top
spending visitor market in the Philippines, Korea ranks first, China ranks third
and Japan ranks fourth. As per data gathered from A/D Cards & Shipping
Manifests, it shows that visitor arrivals to the Philippines in June 2016 ranked
total visitor volume in the Philippines for the month. These are the reasons why
target market of this study. The proponents used the 100% sampling to gather
information from the target market. Surveys and interviews with the personnel of
the target market were conducted to further understand the demand of the
product.
identify the cuisines that the respondents offer in order to know what cuisine
n = 71
respective restaurants. The top three cuisines offered by the respondents are
Japanese, Chinese, and Korean. This means that Japanese cuisine is the
dominant offering of the respondent restaurants which may indicate such cuisine
ingredient, which will determine how many of the respondents are using
Past Years
n = 71
With 89% who answered yes, majority of the respondents use mushroom
mushrooms that the respondents purchase in order to rank the varieties. This
infor shall aid the researchers in determining the current share of Oyster
Table 6
n = 63
used in Japanese dishes, such result is aligned with the result of table 4 that
shows that restaurants with Japanese cuisines are rampant in Cebu City. Oyster
mushroom ranks 3rd with 38% indicating the existence of the market.
or New Dish
Since Oyster mushroom in Cebu is not popularly known because of lack of
suppliers, this question aims to answer the possibility that the respondents who
currently are not using Oyster mushroom will purchase Oyster mushroom in the
near future. The 39 respondents in table 7 are those who do not use Oyster
Table 7
New Dish
n = 39
The respondents are open to the idea of using Oyster mushroom in the
future. This indicates that the current market of Oyster mushroom has a
possibility of an increase.
Whether or not respondents would be willing to patronize new supplier of
This table aims to know if the respondents are willing to patronize a new
Oyster mushroom supplier, which will help in the determination of the possible
the sum of 24 respondents who currently uses Oyster mushroom for their menus,
from table 5, and those who are open to using Oyster mushrooms for their
Table 8
n=60
supplier of Oyster mushroom in Cebu City. This means that if the project is to be
implemented, the proposed Oyster mushroom cultivation has a potential in the
what the respondents prefer as to the kind of mushrooms that they purchase will
help in the projection of the market for the proposed study focuses on providing
Table 9
n = 60
purchase it, as shown in the table, with results of 82% out of 100%. This shows
that the respondents demand for freshness, as primary objective of the project,
can be met.
Whether or Not Respondents are Satisfied With the Product and Service of
The researchers would want to know if the respondents are satisfied with
know the possibility of acquiring the customers in the existing market in favor of
the proposed project. Since the proposed project only offers fresh Oyster
mushrooms, only the 49 who prefers fresh Oyster mushroom are considered as
Table 10
Whether or Not Respondents are Satisfied With the Product and Service of Their
n=49
of their current supplier while eighteen percent are not satisfied. Both the
DEMAND
answer the customer needs and wants. Knowing the demand will help in
determining the trend for the demand of Oyster mushroom in the future.
Analyzing the demand thoroughly will give the projection of the total number of
quantity of each product that will become the basis for the production. The
questions which serve as the basis for the demand are present in the survey
Demand of the respondents can be seen in this table. This is to know the
average quantity of fresh mushrooms that the respondents purchase which will
Table 11
in table 11 above, is 4.98 on a per week basis. The average kilo of mushrooms
per week is derived from total number kilos divided by total number of responses.
This will give the implementer an idea on how to utilize the production capacity of
Present Demand
Table 12 discloses the present demand in kilos for Oyster
the total number of weeks in a year to get the current annual demand in kilos.
Table 12
n=49
Demand in Number of Weekly Number of Annual
kilograms per Respondents demand weeks in a Demand
week (In kilos) year (In kilos)
1 52 26
1 2 2 52 104
1.5 1 1.5 52 78
2 4 8 52 416
3 8 24 52 1,248
5 12 60 52 3,120
6 1 6 52 312
7 5 35 52 1,820
8 6 48 52 2,496
9 1 9 52 468
10 5 50 52 2,600
Abstain 40 0 0 0
Percentage of 49/86
target market
Projected Demand
Industry (DTI) and Department of Agriculture (DA) regarding the demand for
Oyster mushrooms, past demand is computed through the result of the survey
Table 13
Average Demand for Oyster Mushroom for the Last Five Years
n=49
of 8.6% in the demand of Oyster mushroom for the last five years while 67%
consider the demand as constant. To further analyze the annual demand for the
next five years, the 4,243.02 kilos which represent the 33% of the total annual
demand serves as the base for computing the 1.72% increase in the annual
demand.
Projected demand is necessary to plan and prepare for the production and
sales budget of the company to know if it will continue to become feasible in the
by the average annual increase of 1.72% to determine the demand for the next
five years. Table 14 shows an illustration of the projected demand for 2016 to
2021.
Table 14
n=49
Illustrated in Table 14 above is the annual demand for the next five years.
It is computed using the total current annual demand of 7,229.21 kilos as basis.
The 2,360.56 kilos which represent the 33% of the total annual demand serves
SUPPLY
Supply describes the total amount of products that is available to the
market. Supply can relate to the amount available at a specific price or the
amount available across a range of prices. Together with the analysis of demand,
to identify its existing competitors in the market. Shown on the table below the
Table 15
Where the Respondents Purchase Their Mushroom
n=49
Supermarket 26 53%
Abstain 5 10%
Total 49 100%
Current Supply
Competitors Weekly Supply to Number of weeks Annual Supply
the target market in a year
(in Kilo)
Supermarkets 77.50 52 4030
Public Markets 41 52 2132
Suppliers 84 52 4368
Direct from Farm 25 52 1300
Total supply to the 227.5 52 11830
respondents
Percentage of the 49/86
target market to
the respondents
Total supply to the 6,740.35
target market
The current supply is derived using the data regarding the respondents
purchases per week. The researchers presumed that what was purchased by the
Projected Supply
increase, by the same percentage, to the supply provided by the vendors. Such
increase and the projected supply are presented in the table below.
(6,740.35x33/49) (6,740.35x16/49x1.0172
)
2016 4,539.42 2,200.93 6,740.35
2017 4,539.42 2,238.79 6,778.21
2018 4,539.42 2,277.29 6,816.71
2019 4,539.42 2,316.46 6,855.88
2020 4,539.42 2,356.31 6,895.73
2021 4,539.42 2,396.83 6,936.25
Market Share
demanded for Oyster Mushroom, only 90% are considered as competitors since
direct competitors while 82% are indirect competitors. It is to be noted that the
researchers still considered the supply coming from indirect competitors since it
n=49
Argao 2 4%
Liloan 1 2%
Manila 1 2%
Total 4 8%
In computing the market share, the researchers deduct from the demand
the supply of the competitors. The table below shows the current and projected
market shares.
Marketing Strategy
from market research and focus on the marketing mix in order to achieve
maximum profit and sustain the business. The 4Ps of marketing is the model
suggested for enhancing the marketing mix the way in which to take the Oyster
mushroom to the target market. It helps to define the marketing option in terms of
price, product, promotion, and place so that the Oyster mushroom meets the
Product
group of people. It is important to have the right type of product that is in demand
for the market. The proposed project will engage in cultivating and distributing
grow and it can grow on a variety of waste products, such as rice straw and wood
chips. What is needed is just to set up a growing area, where humidity and light,
Also in growing the mushroom, specific steps are followed and special attention
customers the best quality of mushrooms. Provided that there are only limited
Packaging
A packaging is a wrapping material around a consumer item that serves to
contain, identify, describe, protect, promote and otherwise make the product
marketable and keep it clean. It is one of the most important factors in marketing
the product.
protect the texture, shape and freshness of the Oyster mushroom. It also keeps
the product clean and free from unwanted particles while being stored and
delivered to the customers. The prospective implementers may put the logo of
the business at the center of the packaging so that customers can identify the
Promotion
Product promotion is one of the necessities for getting the brand in front
or service, a strong set of promotional strategies can help position the company
in a favorable light, not only with current customers but new ones as well.
to the customer about Oyster mushrooms, and also can collect information
from customers. Customers can actively involve with the owner to solve
oriented.
Social Media
its best. Social networks connect with the potential customers that can
view the company from a different perspective. Rather than seeing the
touch with people on a more personal level. This can help lessen the
divide between the company and the buyer, which in turn presents a more
Product Giveaways
new distributor in the market. Giving away product samples will entice the
target market into trying the Oyster mushroom. Once they can examine
the product up close, there is a great probability that they would buy
especially if the qualities that they are looking for are present. The product
Cebu City. The selected restaurants will have half kilo of Oyster
mushrooms as giveaways.
first. The owner will make survey calls to customers to gather information
that can later be used for marketing by asking questions relating to the
Place
utmost importance to understand the target market inside out to discover the
most efficient positioning and distribution channels that directly speak with the
from their existing supplier illustrated in Table 15, the proponents recommended
the farmhouse to be located in Sibucay, Busay, Lahug Cebu City. Given the
scarcity of the distribution of fresh Oyster mushrooms in Cebu City, it would be a
competitive advantage for the proposed business who are from other
municipalities, cities and provinces. Shipping fee would be less costly that would
lead to lower mark-up price. Another advantage is the delivery time, it would be
faster to deliver from Lahug to anywhere within Cebu City, which would only take
customers can easily visit the farm house and purchase directly, availing of the
gate-price.
Channel of Distribution
the product passes until it reaches the end customer or the market. It has at its
geographical areas or market sectors that the direct sales team cannot reach.
with cost of setting up own network, it has been concluded that the most
easily perishable, the harvested produce must go directly to the customer with no
leaving a message or personally place an order at the farmhouse. All orders will
be delivered every Monday, Thursday and Saturday. The produce will be stored
in the refrigerator and will be delivered by the driver to the customers, applying
the necessary controls. Figure 2 shown below illustrates the business channel of
distribution.
Figure 31
Channel of Distribution
Restaurant B
C
Restaurant D
Restaurant A
E
Farm House
Modes of Delivery
order is delivered from the main house to the buyer. Determining the most
kilograms. Another reason is motorbikes are often cheaper to run than cars. The
Pricing Policy
the business profit for survival. Adjusting the price of the product has a big
impact on the entire marketing strategy as well as greatly affecting the sales and
demand of the product. Since the business is just starting and has not made a
name yet, it is unlikely that the target market will be willing to pay a high price or
In order to achieve the pricing objective, the proponents used the cost-
plus pricing method. In this method, the price is based on the cost of cultivating
the Oyster Mushrooms plus the certain target profit margin. With this method, it
will be more flexible for the business to respond with the changes in the supply or
Pricing
considered the price of the suppliers from Argao and Liloan as benchmark.
Both suppliers were selling the produce for Php300.00 per kilo and to gain
for one year. The percentage set by the proponents is 87.82% of the total
cost. It is 16.67% lower than the competitors price. A low introductory selling
price is essential to gain and increase its share in the market. The computation
for the price of Oyster Mushrooms per kilo is shown in the next page.
Table 18
costs.
Table 19
Projected Selling Price of the Oyster Mushroom
Terms of Payment
kilograms. This is based on the survey conducted that the average mushroom
three times a week to maintain the freshness that is preferred by the majority of
the respondents considering that Oyster mushroom can only be preserved for an
average of one week. Customers may still purchase Oyster mushroom by visiting
the farmhouse, in this case the term of payment will be cash basis for first time
buyer and may be sold on account for existing customers who have patronized
the proposed business for at least a year; however, the customers shall make
orders ahead to guarantee the availability of stocks. The credit term for sales on