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Market Study focuses on the study of demand, supply, and the analysis if a demand gap
exist, the pricing of the product or service and the different marketing programs that will suit best
for the business. Market study provides answer to questions if there are potential demands for the
product or services.
This chapter encompasses the demand, supply, demand and supply analysis, projected
market share, projected revenue and marketing strategies and programs of LPR CCTV Installation
Services.
Today, more than ever, it is crucial to take security seriously. With crime increasing and
burglaries very common place, it is very important to consider the available security options and
choose one that is the best fit for you and your business. The target market of the proponents will
be business of rural areas where CCTV’s are not yet prevalent. The city of Molave, the
municipality of Josefina, Dumingag, Mahayag, Ramon Magsaysay and Tambulig will be the target
market of this study.
.
Table 1. Projected population of business in 2020
Total= 770
Failure to obtain statistical data regarding past number of users of internet, the past demand
is computed by multiplying the Population to the percentage of the establishments that can avail
the use of CCTV’s estimated by the proponents based on their experience in the field, multiplied
to 50% the percentage of this establishments that are interested in installing a CCTV system. The
resulting figure is the Demand for establishments for CCTV systems.
The past demand of CCTV’s system is steadily growing, as business tend to invest more
on security. CCTV’s have been proven to be useful in business, because of this establishments
have been wanting to have one of their own.
Projected Demand
300
200
100
0
2020 2021 2022 2023 2024
The projected population for 2019-2020 is based on the data provided by the Department
of Trade and Industry (DTI). The projected population for 2018-2022 is computed by multiplying
the 2017 population by the growth rate as calculated based on the past population which is 9.06%.
All other relevant data presented above are based on the computations from the obtained past
demand calculations
B. Study of Supply
Competitors
CCTV Installation services is a service commonly offered by tech-oriented
entities, they are many that supply it in urban cities but it is contrary to rural areas where
there are only few entities that are tech-oriented let alone offer CCTV installation services.
Although entities in the rural area might go to urban cities to acquire CCTV systems it
would be much convenient of the services are offered to them directly.
Historical Supply
246
250 226
207
200 190
174
150
100
50
0
2015 2016 2017 2018 2019
The figures were obtain through the interview and survey we conducted on entities in the
covered area. The past supply was calculated using the average growth rate of businesses in the
said area.
Projected Supply
200
150
100
50
0
2020 2021 2022 2023 2024
The projected supply for 2020 is based on the results of our survey. The projected supply for
succeeding years is calculated by getting the average growth rate of business which is 9.06%
(See Appendix), multiplying it to the number of supply we gathered on our interview on
survey.
Projected supply can’t be calculated from the results of our interview and survey by the
current suppliers. To solve this issue we used the growth rate of business which is 8.37% (See
Appendix) to come up with the projection of the past and current supply.
C. Demand-Supply Analysis
Demand Gap
Demand and Supply gap analysis is very important it analyzes current market and shows us if
there are market deficiencies or gap in supply in order for us to assess to how much product
or service we can still serve to satisfy demand. The gap is calculated by subtracting projected
supply to projected demand. The table below shows the available market for the next 5 years
Total
Market Share
The market share can be projected by analyzing the demand and supply gap data. The
market share is the portion of excess supply that is currently not satisfied by the existing supply.
17.79%
82.21%
Market Share
Year Demand Gap Market Share
2020 137
2021 150
2022 163
2023 177
2024 194
Year