Market Study (Revised) If I Know

Part 2
Market Study
I. INTRODUCTION
Several things such as competition, target market, markets population size, financial
opportunity and strength of the management team must be considered in conducting a
feasibility study. Demand and supply of the business' products and services should be carefully
studied through a thorough analysis or study of the market. Marketing research can give a
business a picture of what kinds of new products and services may bring a profit. This may help
small businesses like Rice in Roll learn whether to change the package design or tweak delivery
methods--and even whether they should consider offering additional service by researching the
answers to specific questions. "Failure to do market research before you begin a business
venture or during its operation is like driving a car from Manila to Ilo-Ilo without a map or street
signs". A good market research plan indicates where and who your customers are. It will also tell
you when they are most likely and willing to purchase your goods or use your services. Truly,
the success of the business lies on how the market has been studied.
Also, effective marketing of your products and services will probably lead to success of
the business. This can be done through advertisements. Businesses may offer the best quality
products or services in the world but without proper marketing everything might fail. Better
opportunities will come to those businesses whose products and services were made known to
potential customers.
II. OBJECTIVES
Analysis of the market study accompanies all data forecasts to illustrate how the market
responds to emerging industry trends. The objectives of this aspect are the following:
To describe each service provided by the business,
To determine prices for each product,
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Market Study
To determine the procedure and process of each service,
To determine production schedule,
To identify the machines, machinery and equipment needed in processing the service,
To determine the accessibility of location to the target market,
To ensure the availability of utilities such as power supply, water, and telecommunication
for the business,
To ensure the business is observing the proper waste disposal.
III. RESEARCH AND METHODOLOGY

The first step in order to start up a study is to gather or collect appropriate and sufficient
data or information. The analysts have gathered such information through the survey
questionnaires that have been given to the business potential customers and interviews to
some of its competitors. Market segmentation is also a part of the analysts methodologies. To
get the population size, we used the Slovens formula. Slovens formula is used to calculate an
appropriate sample size from a population.
A. Survey Questionnaire
A survey has been conducted by the analysts to have a further knowledge about
the potential customers needs and wants. The Slovens formula was used to get the sample
size of the target respondents. Six percent (6%) is the margin of error used. To determine the
sample
size
using
Slovens Formula,
the
analysts
carried
out
the
population
of
PolytechnicUniversity of the Philippines Taguig Branch. The total population is 2,481 which is
also the total market population used. The analysts have decided to segment the total sample
according to age from 16 years and above.
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Market Study
The number of respondents will be computed as follows;
Population Size
2,481
Target Market Population
Size
2,481
Slovens Formula:
where:
N=Market Population size
e = Margin of error
n= Sample size
Solution:
n=
2573
1+ (2573) (0.06)
n=
2573
1+ (2573) (0.0036)
n=
n=
n=
2573
1+ 9.2628
2573
10.2628
251 respondents
The analysts conducted a survey to the students, faculty and staff of Polytechnic
University of the Philippines personally to have a further knowledge about the potential
customers needs and wants.
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Market Study
B. Interview
The analysts have conducted interviews on nearby canteen, food stalls and other
similar business to determine average annual sales they gain in their business. The analysts
also asked questions to the interviewee to get some information that is necessary to the study.
C. Consultation
The analysts have conducted consultations regarding unclear and additional
information necessary to the study being discussed. It was also conducted to gain more
knowledge and to be informed about the different business requirements that the study needs.
D. Gathering of Information through Books and Internet

With the help of the books and advance technology, we have conducted a
research to gather more information related to every aspect of the study. We have read several
books related to feasibility study and had a research through the internet which helped us
furnish every aspect of the research. We borrowed some studies related to our research from
the school library and from our professor. We also got information from our previous subjects
related in making a feasibility study and notes which helped us finish this aspect.
E. Market Segmentation
Every business uses some strategies to formulate, implement, and control
strategic marketing plans. One of these strategies mostly used is segmentation. Market
segmentation is the process of defining and subdividing a large homogenous market into clearly
identifiable segments having similar needs, wants, or demand characteristics. Its objective is to
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Market Study
design a marketing mix that precisely matches the expectations of customers in the targeted
segment. Few companies are big enough to supply the needs of an entire market; most must
breakdown the total demand into segments and choose those that the company is best
equipped to handle. There are factors that affect market segmentation, these are (1) clear
identification of the segment, (2) measurability of its effective size, (3) its accessibility through
promotional efforts, and (4) its appropriateness to the policies and resources of the company.
To help the business insure the highest return for marketing/sales expenditures,
effective and proper segmentation is needed. To be able to identify the specific type of
customers of Rice in Roll and to focus primarily on the subset of prospects that are "most likely"
to purchase that were offering, the larger market may be divided into smaller target markets on
the basis of geographic, demographic, and psychographic as shown below:
Geographic:
Region:
NCR
City:
Taguig
Location:
Lower Bicutan
Density of the Area:
Urban
Population:
Polytechnic University of the Philippines
Demographic:
Age:
16 and above
Gender:
Male
Female
Occupation:
Admin and Faculty

Staff
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Market Study
Students
Psychographic:
Nature/Personality: Love/Regularly eating rice and Filipino cuisines
F. Major Customers of the Services

Rice in Roll Filipino Fast Food Chain uses geographic, demographic,
psychographic and behavioral segmentation for the bases of their target market. Our target
market is composed of different individuals in Polytechnic University of the Philippines-Taguig
Branch.
1. Admin and Faculty
Both the full time and part time professors in PUPT were included in the
total target market population. These individuals usually go to the canteen during lunch break
or during snack time. Cleanliness in preparing the food should be the first thing to be
considered to make them try the products we are going to offer.
2. Staff
The school staff will truly find our products as unique just like our other
target markets, this will lead them to try new products behind their limited time to find other
place to eat other than the canteen that have limited space for them to eat.
3. Students
Of course, students who form the largest group of individuals in the
university are the main target market of this feasibility study. Most of them do not have time to
prepare food in their homes to bring in the school thats why they go to the canteen or
carinderias near the university. The students tend to have loads of works to do that they have
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Market Study
limited time to eat so it is more convenient for them to buy in our stall because the foods are
handy.
IV. DEMAND
Demand is an economic principle that describes a consumer's desire and willingness to
pay a price for a specific good or service. Holding all other factors constant, the price of a good
or service increases as its demand increases and vice versa. Demand should be determined to
know if the business products or services will be patronized in the market by the potential
customers. The success or failure of a business depends on the demand of the potential
customers. Demand analysis can be used. It is a marketing study used to determine what type
of customers are willing to buy a particular product and how many units they are likely to buy
and at what price range. This information is then used to plan advertising strategies, determine
selling cost and make product. Forecasting demand is a very important task not only in food
business but also in other type of industry. Knowledge of how demand will fluctuate enables the
supplier to keep the right amount of stock on hand. If demand is underestimated, sales can be
lost due to the lack of supply of goods. If demand is overestimated, the supplier is left with a
surplus that can also be a financial drain. Understanding demand makes a company more
competitive in the marketplace. Understanding demand and the ability to accurately predict it is
imperative for efficient manufacturers, suppliers, and retailers.
In conducting the above mentioned analysis of demand, the analysts must first find out
the population of the target market. For groundwork, we refer to the population given by the
head of the universitys registrar office.
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Market Study
A. Previous Population
The table presented below will be used by analysts to determine past
demand and supply.
YEAR
2010
2011
2012
2013
2014
2015
Table 2.1: Previous Population Growth Rate

TOTAL POPULATION
GROWTH
Increase
TARGET
(Polytechnic University of
RATE
POPULATION
the Philippines)
2,495
2.24%
56
2,551
2,551
6.31%
161
2,712
2,712
(2.25%)
(61)
2,651
2,651
(6.15%)
(163)
2,488
2,488
3.42%
85
2,573
2,573
(5.25%)
(135)
2,438
Table 2.1 shows population of Polytechnic University of the Philippines for
the past five years. The analyst gathered the information about the total population of
Polytechnic University of the Philippines-Taguig from 2010 to 2015 from the Universitys
Registrars Office. They get the target population by adding total population to increase
in population.
B. Consumption for the Past Years

Determining and analyzing the past demand will help analyst in their future
decision about the business. To obtain the past demand for the past years, Frequency
of Availability (FOA) and Market Acceptability is necessary to determine. FOA is based
on the frequency of availing of the product/service by the respondent.
Frequency of Availability (FOA) and Market Acceptability were both
derived from the researchers survey results.
B.1 Consumption of the Past Years for the Industry

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Part 2
Market Study
Table 2.2: Estimated Demand for the Industry for 2010-2015
Estimated Gross Market
Market
Frequency of
Total
Target
Acceptability Population
Availability
Estimated
Population
(FOA)
Demand
2,551
79%
2,015.29
792
1,596,109.68
2,712
79%
2,142.48
792
1,696,844.16
2,651
79%
2,094.29
792
1,658,677.68
2,488
79%
1,965.52
792
1,556,691.84
2,573
79%
2,032.67
792
1,609,874.64
2,438
79%
1,926.02
792
1,525,407.84
Table 2.2 shows the total estimated demand of the services offered by Rice
Year
2010
2011
2012
2013
2014
2015
In Roll in the industry in Polytechnic University of the Philippines- Taguig.

Where:
Total Estimated Demand = estimated target population x gross
market acceptability x frequency of availability (FOA)
Table 2.3: Frequency of Availment of service according to the result of survey

FREQUENC
Y
Once
2-4 Times
More than 5
Times
Total
9
213
ANNUAL FREQUENCY
(fixed)
792
27
NO. OF RESPONDENTS
249
792
FOA
792
Table 2.3 shows the data regarding frequency of availment of the service
in Polytechnic University of the Philippines- Taguig. To compute the Annual Frequency

(FOA):
= 3 rice rolls per day x 6 days x 4 weeks x 11 months
= 792 annually
B.2 Consumption of the Past Years for every product
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Part 2
Market Study
YEAR
2010
2011
2012
2013
2014
2015
Table 2.4: Estimated Demand for Adobo Roll for 2010-2015

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
364
733,566
2,015.29
2,712
79%
364
779,863
2,142.48
79%
2,651
364
762,322
2,094.29
79%
2,488
364
715,449
1,965.52
79%
2,573
364
739,892
2,032.67
79%
2,438
364
701,071
1,926.02
Table 2.4 shows the total estimated demand of Adobo Roll services in
Polytechnic University of the Philippines- Taguig.

Where:
YEAR
2010
2011
2012
2013
2014
2015
Table 2.5: Estimated Demand for Afritada Roll for 2010-2015

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
71
143,086
2,015.29
2,712
79%
71
152,116
2,142.48
79%
2,651
71
148,695
2,094.29
79%
2,488
71
139,552
1,965.52
79%
2,573
71
144,320
2,032.67
79%
2,438
71
136,747
1,926.02
Table 2.5 shows the total estimated demand of Afritada Roll services in

Where:
Table 2.6: Estimated Demand for Kaldereta Roll for 2010-2015
10
Part 2
Market Study
YEAR
2010
2011
2012
2013
2014
2015
Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
118
237,804
2,015.29
2,712
79%
118
252,813
2,142.48
79%
2,651
118
247,126
2,094.29
79%
2,488
118
231,931
1,965.52
79%
2,573
118
239,855
2,032.67
79%
2,438
118
227,270
1,926.02
Table 2.6 shows the total estimated demand of Kaldereta Roll services in

Where:
YEAR
2010
2011
2012
2013
2014
2015
Table 2.7: Estimated Demand for Kare-Kare Roll for 2010-2015

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
48
96,733.90
2,015.29
2,712
79%
48
102,839.00
2,142.48
79%
2,651
48
100,526.00
2,094.29
79%
2,488
48
94,345.00
1,965.52
79%
2,573
48
975,68.20
2,032.67
79%
2,438
48
92,449.00
1,926.02
Table 2.7 shows the total estimated demand of Kare-Kare Roll in two

Where:
Table 2.8: Estimated Demand for Mechado Roll for 2010-2015

11
Part 2
Market Study
YEAR
2010
2011
2012
2013
2014
2015
Estimated
Gross Market
Market
Frequency of
Target
Availability
Population
(FOA)
79%
2,551
48
2,015.29
2,712
79%
48
2,142.48
79%
2,651
48
2,094.29
79%
2,488
48
1,965.52
79%
2,573
48
2,032.67
79%
2,438
48
1,926.02
Table 2.8 shows the total estimated demand of Mechado
Total
Estimated
Demand
96,733.90
102,839.00
100,526.00
94,345.00
975,68.20
92,449.00
Roll services in

Where:
YEAR
2010
2011
2012
2013
2014
2015
Table 2.9: Estimated Demand for Menudo Roll for 2010-2015

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
103
207,575
2,015.29
2,712
79%
103
220,675
2,142.48
79%
2,651
103
215,712
2,094.29
79%
2,488
103
202,449
1,965.52
79%
2,573
103
209,365
2,032.67
79%
2,438
103
198,380
1,926.02
Table 2.9 shows the total estimated demand of Menudo Rollservices

Where:
Table 2.10: Estimated Demand for PiniritongIsda Roll for 2010-2015

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Part 2
Market Study
YEAR
2010
2011
2012
2013
2014
2015
Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
63
126,963
2,015.29
2,712
79%
63
134,976
2,142.48
79%
2,651
63
131,940
2,094.29
79%
2,488
63
123,828
1,965.52
79%
2,573
63
128,058
2,032.67
79%
2,438
63
121,339
1,926.02
Table 2.10 shows the total estimated demand of PiniritongIsda Roll
services in Polytechnic University of the Philippines- Taguig.

Where:
YEAR
2010
2011
2012
2013
2014
2015
Table 2.11: Estimated Demand for Pochero Roll for 2010-2015

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
24
48,367.00
2,015.29
2,712
79%
24
51,419.50
2,142.48
79%
2,651
24
50,263.00
2,094.29
79%
2,488
24
47,172.50
1,965.52
79%
2,573
24
48,784.10
2,032.67
79%
2,438
24
46,224.50
1,926.02
Table 2.11 shows the total estimated demand of Pochero Roll services in

Where:
Table 2.12: Estimated Demand for Silog Roll for 2010-2015

13
Part 2
Market Study
Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,551
87
175,330
2,015.29
2,712
79%
87
186,396
2,142.48
79%
2,651
87
182,203
2,094.29
79%
2,488
87
171,000
1,965.52
79%
2,573
87
176,842
2,032.67
79%
2,438
87
167,564
1,926.02
Table 2.12 shows the total estimated demand of Silog Roll services in
YEAR
2010
2011
2012
2013
2014
2015

Where:
C. Projected Population
The table presented below will be used by analysts to determine future
demand and supply.
Year
2016
2017
2018
2019
2020
Table 2.13: Projected Population Growth Rate

Total
Growth Rate(GR)
TP X GR
Target
Population(TP)
Population
2,438
(1.84%)
2,393
3.34%
2,473
(2.22%)
2,418
3.31%
2,498
3.40%
Table 2.13 shows population of Polytechnic
(45)
80
(55)
80
85
University of the
2,393
2,473
2,418
2,498
2,583
Philippines-
Taguig for the next five years. The analyst gathered the information about the projected
total population of Polytechnic University of the Philippines-Taguigfor the year 2016 to
2020 from the Universitys Registrars Office. They get the target population by adding
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Market Study
total population to increase in population. Based from the gathered information, the
analystassume that the PUP Taguig will be accredited of the
K-to-12 system, PUP-
Taguig will still accept new freshmen, so the population will be at ease and there will be
no greater decrease fluctuation of the population.
D. Projected Demand
The demand tells the ability or the willingness of the customers to buy the
product/services in a various quantity that will gave an idea if the business will become
profitable or not and will remain standing after years. It is an important factor in
determining the success of the business.
In determining the projected demand, the analyst considered the projected
population of the Polytechnic University of the Philippines- Taguig. Frequency of
Availability (FOA) and Market Acceptability were both derived from the analysts survey
results.
D.1 Projected Demand for the Industry
Table 2.14: Projected Demand for the Industry for 2016-2020
Year
2016
2017
2018
2019
2020
Estimated Gross Market

Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
2,393
79%
1,890.47
792
1,497,252.24
2,473
79%
1,953.67
792
1,547,306.64
2,418
79%
1,910.22
792
1,512,894.24
2,498
79%
1,973.42
792
1,562,948.64
2,583
79%
2,040.57
792
1,616,131.44
Table 2.14 shows the total projected demand of the services offered by
Rice In Roll in the industry in Polytechnic University of the Philippines- Taguig.

15
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Market Study
Where:
Total Projected Demand = estimated target population x gross
D.2 Projected Demand for the Every Products for 2016-2020
YEAR
2016
2017
2018
2019
2020
Table 2.15: Projected Demand for Adobo Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Projected
Target
Availability
Total Demand
Population
(FOA)
79%
2,393
1,890.47
364
688,131
2,473
79%
1,953.67
364
711,136
79%
2,418
1,910.22
364
695,320
79%
2,498
1,973.42
364
718,325
79%
2,583
2,040.57
364
742,767
Table 2.15 shows the total projected demand of Adobo Roll services in

Where:
YEAR
2016
2017
2018
2019
2020
Table 2.16: Projected Demand for Afritada Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
71
134,223
2,473
79%
1,953.67
71
138,711
79%
2,418
1,910.22
71
135,626
79%
2,498
1,973.42
71
140,113
79%
2,583
2,040.57
71
144,880
Table 2.16 shows the total projected demand of Afritada Roll services in

16
Part 2
Market Study
Where:
YEAR
2016
2017
2018
2019
2020
Table 2.17: Projected Demand for Kaldereta Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
118
223,075
2,473
79%
1,953.67
118
230,533
79%
2,418
1,910.22
118
225,406
79%
2,498
1,973.42
118
232,864
79%
2,583
2,040.57
118
240,787
Table 2.17 shows the total projected demand of Kaldereta Roll services in

Where:
YEAR
2016
2017
2018
2019
2020
Table 2.18: Projected Demand for Kare-Kare Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
48
90,742.60
2,473
79%
1,953.67
48
93,776.20
79%
2,418
1,910.22
48
91,690.60
79%
2,498
1,973.42
48
94,724.20
79%
2,583
2,040.57
48
97,947.40
Table 2.18 shows the total projected demand of Kare-Kare Roll services in
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Part 2
Market Study
Where:
YEAR
2016
2017
2018
2019
2020
Table 2.19: Projected Demand for Mechado Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
48
90,742.60
2,473
79%
1,953.67
48
93,776.20
79%
2,418
1,910.22
48
91,690.60
79%
2,498
1,973.42
48
94,724.20
79%
2,583
2,040.57
48
97,947.40
Table 2.19 shows the total projected demand of Mechado Roll services in

Where:
YEAR
2016
2017
2018
2019
2020
Table 2.20: Projected Demand for Menudo Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
103
194,718
2,473
79%
1,953.67
103
201,228
79%
2,418
1,910.22
103
196,753
79%
2,498
1,973.42
103
203,262
79%
2,583
2,040.57
103
210,179
Table 2.20 shows the total projected demand of Menudo Roll services in
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Part 2
Market Study
Where:
Table 2.21: Projected Demand for PiniritongIsda Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
YEAR
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2016
2,393
1,890.47
63
119,100
2017
2,473
79%
1,953.67
63
123,081
79%
2018
2,418
1,910.22
63
120,344
79%
2019
2,498
1,973.42
63
124,325
79%
2020
2,583
2,040.57
63
128,556
Table 2.21 shows the total projected demand of PiniritongIsda Roll
services in Polytechnic University of the Philippines- Taguig.
Where:
YEAR
2016
2017
2018
2019
2020
Table 2.22: Projected Demand for Pochero Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
24
45,371.30
2,473
79%
1,953.67
24
46,888.10
79%
2,418
1,910.22
24
45,845.30
79%
2,498
1,973.42
24
47,362.10
79%
2,583
2,040.57
24
48,973.70
Table 2.22 shows the total projected demand of Adobo Roll services in
19
Part 2
Market Study
Where:
Table 2.23: Projected Demand for Silog Roll for 2016-2020

Estimated
Gross Market
Market
Frequency of
Total
Target
Availability
Estimated
Population
(FOA)
Demand
79%
2,393
1,890.47
87
164,471
2,473
79%
1,953.67
87
169,969
79%
2,418
1,910.22
87
166,189
79%
2,498
1,973.42
87
171,688
79%
2,583
2,040.57
87
177,530
Table 2.23 shows the total projected demand of Silog Roll services in
YEAR
2016
2017
2018
2019
2020

Where:
VI. SUPPLY
Supply the total amount of a specific good or service that is available to
consumers. This relates closely to the demand for a good or service at a specific price;
all else being equal, the supply provided by producers will rise if the price rises because
all firms look to maximize profits. If people demand a good and are willing to pay more
for it, producers will add to the supply.
As the supply increases, the price will fall given the same level of demand. It is
affected by: (1) Good's own price: The basic supply relationship is between the price of
20
Part 2
Market Study
a good and the quantity supplied. Although there is "Law of Supply", generally, the
relationship is positive, meaning that an increase in price will induce an increase in the
quantity supplied (2) Prices of related goods: For purposes of supply analysis related
goods refer to goods from which inputs are derived to be used in the production of the
primary good. (3) Conditions of production: The most significant factor here is the state
of technology. If there is a technological advancement in one good's production, the
supply increases. (4) Expectations: Sellers' are concerning future market conditions can
directly affect supply. If the seller believes that the demand for his product will sharply
increase in the foreseeable future the firm owner may immediately increase production
in anticipation of future price increases. (5) Price of inputs: Inputs include land, labor,
energy and raw materials. If the price of inputs increases the supply curve will shift left
as sellers are less willing or able to sell goods at any given price. (6) Number of
suppliers: The market supply curve is the horizontal summation of the individual supply
curves. As more firms enter the industry the market supply curve will shift out driving
down prices. (7) Government policies and regulations: Government intervention can
have a significant effect on supply. Government intervention can take many forms
including environmental and health regulations, hour and wage laws, taxes, electrical
and natural gas rates and zoning and land use regulations.
.
A. Supply for the Past Years
The supply for the past years wrap up how much supply the existing direct
and indirect competitors produced for the past five (5)years with increasing and
decreasing demand.
21
Part 2
Market Study
Table 2.24: Available Market Share
COMPETITORS
% of Market Share
Jegos Refreshment
.38
Magsinos Canteen
.33
Total Market Shares
.88
Available Market Shares for Rice In Roll
.12
Table 2.24 shows the direct competitors market share which is computed
using total estimated annual sales of competitors gained through interview divided by
the current years projected demand. From this data, the available market share for Rice
in Roll is determined as an excess of total market shares.
Table 2.25: Estimated Past Supply for the Industry for 2010-2015
Total Estimated
Contribution of
Total Estimated Supply
Demand
Competitors (88%)
1,596,109.68
1,404,577
1,404,577
1,696,844.16
1,493,223
1,493,223
1,658,677.68
1,459,636
1,459,636
1,556,691.84
1,369,889
1,369,889
1,609,874.64
1,416,690
1,416,690
1,511,017.20
1,329,695
1,329,695
Table 2.25 shows the total estimated past supply of Rice in Roll services in
Year
2010
2011
2012
2013
2014
2015
the industry.
Where:
Total Estimated Supply = Total Estimated Demand x
% Contribution of Competitors
Table 2.26: Estimated Past Supply for the Adobo Roll for 2010-2015
22
Part 2
Market Study
Total Estimated
Demand
Contribution of
Competitors (88%)
Total Estimated
Supply
2010
2011
2012
2013
733,566
779,863
762,322
645,537.69
686,279.19
670,842.97
645,537.69
686,279.19
670,842.97
715,449
629,595.37
629,595.37
2014
739,892
651,104.85
651,104.85
YEAR
2015
701,071
616,942.73
616,942.73
Table 2.26 shows the total estimated past supply of Adobo Roll service in

Where:
Table 2.27: Estimated Past Supply for the Afritada Roll for 2010-2015
Total Estimated
Contribution of
Total Estimated
YEAR
Demand
Competitors (88%)
Supply
2010
2011
2012
2013
143,086
152,116
148,695
125,915.32
133,862.15
130,851.24
125,915.32
133,862.15
130,851.24
139,552
122,805.69
122,805.69
2014
144,320
127,001.22
127,001.22
2015
136,747
120,337.73
120,337.73
Table 2.27 shows the total estimated past supply of Afritada Roll service in

Where:
Table 2.28: Estimated Past Supply for the Kaldereta Roll for 2010-2015
23
Part 2
Market Study
Total Estimated
Demand
Contribution of
Competitors (88%)
Total Estimated
Supply
2010
2011
2012
2013
237,804
252,813
247,126
209,267.71
222,475.12
217,471.07
209,267.71
222,475.12
217,471.07
231,931
204,099.60
204,099.60
2014
239,855
211,072.45
211,072.45
YEAR
2015
227,270
199,997.92
199,997.92
Table 2.28 shows the total estimated past supply of Kaldereta Roll service
in Polytechnic University of the Philippines- Taguig.

Where:
Table 2.29: Estimated Past Supply for the Kare-Kare for 2010-2015
Total Estimated
Contribution of
Total Estimated
YEAR
Demand
Competitors (88%)
Supply
2010
2011
2012
2013
96,733.90
102,839.00
100,526.00
85,125.85
90,498.36
88,462.81
85,125.85
90,498.36
88,462.81
94,345.00
83,023.56
83,023.56
2014
97,568.20
85,859.98
85,859.98
2015
92,449.00
81,355.08
81,355.08
Table 2.29 shows the total estimated past supply of Kare-Kare Roll service

Where:
Table 2.30: Estimated Past Supply for the Mechado Roll for 2010-2015
24
Part 2
Market Study
Total Estimated
Demand
Contribution of
Competitors (88%)
Total Estimated
Supply
2010
2011
2012
2013
96,733.90
102,839.00
100,526.00
85,125.85
90,498.36
88,462.81
85,125.85
90,498.36
88,462.81
94,345.00
83,023.56
83,023.56
2014
97,568.20
85,859.98
85,859.98
YEAR
2015
92,449.00
81,355.08
81,355.08
Table 2.30 shows the total estimated past supply of Mechado Roll service

Where:
Table 2.31: Estimated Past Supply for the Menudo Roll for 2010-2015
Total Estimated
Contribution of
Total Estimated
YEAR
Demand
Competitors (88%)
Supply
2010
2011
2012
2013
207,575
220,675
215,712
182,665.89
194,194.39
189,826.45
182,665.89
194,194.39
189,826.45
202,449
178,154.73
178,154.73
2014
209,365
184,241.21
184,241.21
2015
198,380
174,574.45
174,574.45
Table 2.31 shows the total estimated past supply of Menudo Roll service

Where:
Table 2.32: Estimated Past Supply for the PiniritongIsda Roll for 2010-2015
25
Part 2
Market Study
Total Estimated
Demand
Contribution of
Competitors (88%)
Total Estimated
Supply
2010
2011
2012
2013
126,963
134,976
131,940
111,727.678
118,779.09
116,107.44
111,727.678
118,779.09
116,107.44
123,828
108,968.43
108,968.43
2014
128,058
112,691.22
112,691.22
YEAR
2015
121,339
106,778.55
106,778.55
Table 2.32 shows the total estimated past supply of PiniritongIsda Roll
service in Polytechnic University of the Philippines- Taguig.

Where:
Table 2.33: Estimated Past Supply for the Pochero Roll for 2010-2015
Total Estimated
Contribution of
Total Estimated
YEAR
Demand
Competitors (88%)
Supply
2010
2011
2012
2013
48,367.00
51,419.50
50,263.00
42,562.92
45,249.18
44,231.40
42,562.92
45,249.18
44,231.40
47,172.50
41,511.78
41,511.78
2014
48,784.10
42,929.99
42,929.99
2015
46,224.50
40,677.54
40,677.54
Table 2.33 shows the total estimated past supply of Pochero Roll service

Where:
Table 2.34: Estimated Past Supply for the Silog Roll for 2010-2015
26
Part 2
Market Study
Total Estimated
Demand
Contribution of
Competitors (88%)
Total Estimated
Supply
2010
2011
2012
2013
175,330
186,396
182,203
154,290.60
164,028.27
160,338.84
154,290.60
164,028.27
160,338.84
171,000
150,480.21
150,480.21
2014
176,842
155,621.22
155,621.22
YEAR
2015
167,564
147,456.09
147,456.09
Table 2.34 shows the total estimated past supply of Silog Roll service in

Where:
B. Projected Supply
The projected supply shows how much supply the existing direct
competitors can produce for the next five (5) years with the increasing and decreasing
demand.
Table 2.35: Projected Supply for the Industry for 2016-2020

Year
2016
2017
2018
2019
2020
Total Estimated
Contribution of
Total Projected Supply
Demand
Competitors (88%)
1,497,252.24
1,317,582
1,317,582
1,547,306.64
1,361,630
1,361,630
1,512,894.24
1,331,347
1,331,347
1,562,948.64
1,375,395
1,375,395
1,616,131.44
1,422,196
1,422,196
Table 2.35 shows the total projected supply of Rice in Roll in the industry.
Where:
27
Part 2
Market Study
Table 2.36: Projected Supply for the Adobo Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
Demand
Competitors (88%)
Supply
YEAR
2016
2017
2018
2019
2020
688,131
711,136
695,320
605,555.35
625,799.57
611,881.67
605,555.35
625,799.57
611,881.67
718,325
632,125.89
632,125.89
742,767
653,635.38
653,635.38
Table 2.36 shows the total projected supply of Adobo Roll service in

Where:
YEAR
2016
2017
2018
2019
2020
Table 2.37: Projected Supply for the Afritada Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
Demand
Competitors (88%)
Supply
134,223
138,711
135,626
118,116.57
122,065.30
119,350.55
118,116.57
122,065.30
119,350.55
140,113
123,299.28
123,299.28
144,880
127,494.81
127,494.81
Table 2.37 shows the total projected supply of Afritada Roll service in

Where:
28
Part 2
Market Study
Table 2.38: Projected Supply for the Kaldereta Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
YEAR
Demand
Competitors (88%)
Supply
2016
2017
2018
2019
2020
223,075
230,533
225,406
196,306.40
202,869.09
198,357.24
196,306.40
202,869.09
198,357.24
232,864
204,919.93
204,919.93
240,787
211,892.79
211,892.79
Table 2.38 shows the total projected supply of Kaldereta Roll service in

Where:
Table 2.39: Projected Supply for the Kare-Kare Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
YEAR
Demand
Competitors (88%)
Supply
2016
2017
2018
2019
2020
90,742.60
93,776.20
91,690.60
79,853.45
82,523.02
80,687.69
79,853.45
82,523.02
80,687.69
94,724.20
83,357.26
83,357.26
97,947.40
86,193.68
86,193.68
Table 2.39 shows the total projected supply of Kare-Kare Roll service in

Where:
29
Part 2
Market Study
YEAR
2016
2017
2018
2019
2020
Table 2.40: Projected Supply for the Mechado Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
Demand
Competitors (88%)
Supply
90,742.6
93,776.2
91,690.6
79,853.45
82,523.02
80,687.69
79,853.45
82,523.02
80,687.69
94,724.2
83,357.26
83,357.26
97,947.4
86,193.68
86,193.68
Table 2.40 shows the total projected supply of Mechado Roll service in

Where:
YEAR
2016
2017
2018
2019
2020
Table 2.41: Projected Supply for the Menudo Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
Demand
Competitors (88%)
Supply
194,718
201,228
196,753
171,352.20
177.080.65
173.142.34
171,352.20
177.080.65
173.142.34
203,262
178.870.79
178.870.79
210,179
184.957.26
184.957.26
Table 2.41 shows the total projected supply of Menudo Roll service in

Where:
30
Part 2
Market Study
Table 2.42: Projected Supply for the PiniritongIsda Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
YEAR
Demand
Competitors (88%)
Supply
2016
2017
2018
2019
2020
119,100
123,081
120,344
104,807.66
108,311.46
105,902.60
104,807.66
108,311.46
105,902.60
124,325
109,406.40
109,406.40
128,556
113,129.20
113,129.20
Table 2.42 shows the total projected supply of Piniritong Isda Roll service

Where:
YEAR
2016
2017
2018
2019
2020
Table 2.43: Projected Supply for the Pochero Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
Demand
Competitors (88%)
Supply
45,371.30
46,888.10
45,845.30
39,926.73
41,261.51
40,343.85
39,926.73
41,261.51
40,343.85
47,362.10
41,678.63
41,678.63
48,973.70
43,096.84
43,096.84
Table 2.43 shows the total projected supply of Pochero Roll service in

Where:
31
Part 2
Market Study
YEAR
2016
2017
2018
2019
2020
Table 2.44: Projected Supply for the Silog Roll for 2016-2020
Total Estimated
Contribution of
Total Projected
Demand
Competitors (88%)
Supply
164,471
169,969
166,189
144,734.38
149,572.98
146,246.44
144,734.38
149,572.98
146,246.44
171,688
151,085.04
151,085.04
177,530
156,226.04
156,226.04
Table 2.44 shows the total projected supply of Silog Roll service in

Where:
VII. Demand and Supply Analysis

Demand analysis is used to find out the customer demand for a product or
service in a particular market. It can tell whether a substantial demand exists for the
product/service and given the other information like number of competitors, size of
competitors, industry growth etc. it helps to decide if the company could enter the
market and generate enough returns to sustain and advance its business. Supply
analysis is a system of input and output equations used to determine supply responses
to changing circumstances by producers (including households). It takes into account
changes in both output supply and input/factor demand. It is central to policy decisions
32
Part 2
Market Study
in that it helps us understand the impact that alternative policy packages may have on
the producers themselves. The demand and supply analysis determines if the supply
satisfies the demand of a certain good or service and if there are demands that are still
unsatisfied especially in the projections. The gap between demand and supply will show
if there is still a place of opportunity for new upcoming business ventures in the market.
As shown in the tables below, a massive portion of demand is still left unsatisfied.
The gap is the overall demand which is the available market share that is still
unsupplied as well.
YEAR
2016
2017
2018
2019
Table 2.45: Demand and Supply Analysis for Adobo Roll

Projected Demand
Projected Supply
Unsatisfied Demand Gap
688,131
605,555.35
82,575.73
711,136
625,799.57
85,336.31
695,320
611,881.67
83,438.41
718,325
632,125.89
86,198.99
2020
742,767
653,635.38
89,132.10
Table 2.45 shows the unsatisfied demand gap between the projected demand
and supply of Adobo Roll.
YEAR
2016
2017
2018
2019
Table 2.46: Demand and Supply Analysis for Afritada Roll

Projected Demand
Projected Supply
134,223
118,116.57
16,106.80
138,711
122,065.3
16,645.27
135,626
119,350.55
16,275.07
140,113
123,299.28
16,813.54
2020
144,880
127,494.81
17,385.66
and supply of Afritada Roll.
YEAR
33
Table 2.47: Demand and Supply Analysis for Kaldereta Roll

Projected Demand
Projected Supply
Part 2
Market Study
2016
2017
2018
223,075
230,533
225,406
196,306.40
202,869.09
198,3,57.24
26,769.06
27,663.97
27,048.72
2019
232,864
204,919.93
27,943.67
2020
240,787
211,892.79
28,894.47
and supply of Kaldereta Roll.
YEAR
2016
2017
2018
2019
Table 2.48: Demand and Supply Analysis for Kare-Kare Roll

Projected Demand
Projected Supply
90,742.6
79,853.45
10,889.11
93,776.2
82,523.02
11,253.14
91,690.6
80,687.69
11,002.87
94,724.2
83,357.26
11,366.90
2020
97,947.4
86,193.68
11,753.68
and supply of Kare-Kare Roll.
YEAR
2016
2017
2018
2019
Table 2.49: Demand and Supply Analysis for Mechado Roll

Projected Demand
Projected Supply
90,742.60
79,853.45
10,889.11
93,776.20
82,523.02
11,253.14
91,690.60
80,687.69
11,002.87
94,724.20
83,357.26
11,366.90
2020
97,947.40
86,193.68
11,753.68
and supply of Mechado Roll.
YEAR
2016
34
Table 2.50: Demand and Supply Analysis for Menudo Roll

Projected Demand
Projected Supply
194,718
171,352.20
23,366.21
Part 2
Market Study
2017
2018
201,228
196,753
177,080.65
173,142.34
24,147.36
23,610.32
2019
203,262
178,870.79
24,391.47
2020
210,179
184,957.26
25,221.45
and supply of Menudo Roll.
Table 2.51: Demand and Supply Analysis for PiniritongIsda Roll

YEAR Projected Demand
Projected Supply
2016
119,100
104,807.66
14,291.95
2017
2018
123,081
120,344
108,311.46
105,902.60
14,769.75
14,441.26
2019
124,325
109,406.40
14,919.06
2020
128,556
113,129.20
15,426.71
and supply of PiniritongIsda Roll.
YEAR
2016
2017
2018
2019
Table 2.52: Demand and Supply Analysis for Pochero Roll

Projected Demand
Projected Supply
45,371.30
39,926.73
5,444.56
46,888.10
41,261.51
5,626.57
45,845.30
40,343.85
5,501.43
47,362.10
41,678.63
5,683.45
2020
48,973.70
43,096.84
5,876.84
and supply of Pochero Roll.
YEAR
2016
2017
35
Table 2.53: Demand and Supply Analysis for Silog Roll

Projected Demand
Projected Supply
164,471
144,734.38
19,736.51
169,969
149,572.98
20,396.31
Part 2
Market Study
2018
166,189
146,246.44
19,942.70
2019
171,688
151,085.04
20,602.50
2020
177,530
156,226.04
21,303.55
and supply of Silog Roll.
Table 2.54: Demand and Supply Analysis for the Industry

Year
2016
2017
2018
2019
2020
Projected Demand
Projected Supply
1,497,252.24
1,317,582
179,670.27
1,547,306.64
1,361,630
185,676.80
1,512,894.24
1,331,347
181,547.31
1,562,948.64
1,375,395
187,553.84
1,616,131.44
1,422,196
193,935.77
and supply of Rice in Roll in the Industry.
VII. Market Share

Out of total purchases of a customer of a product or service, what percentage
goes to a company defines its market share. Increases and decreases of the business
market share is what investors carefully look at. It can be used as their basis as to the
relative competitiveness of the company's products or services. There are various types
of market share. Market shares can be value or volume. Value market share is based
on the total share of a company out of total segment sales. Volumes refer to the actual
numbers of units that a company sells out of total units sold in the market. The valuevolume market share equation is not usually linear: a unit may have high value and low
numbers, which means that value market share may be high, but volumes share may
be low. Market share is a measure of the consumers' preference for a product over
36
Part 2
Market Study
other similar products. A higher market share usually means greater sales, lesser effort
to sell more and a strong barrier to entry for other competitors. A higher market share
also means that if the market expands the leader gains more than the others. By the
same token, a market leader - as defined by its market share - also has to expand the
market, for its own growth.
The analysts established their proposed minimum production volume to each of
their service on the first year of operation based on the capacity of the store against the
projected demand, the Unsatisfied Demand Gap in the Demand and Supply Analysis for
the industry (See table 54).
They assumed that there will be a 4% annual increase in their volume.
To get the market share:
Market Share = Annual Sales Volume
Projected Demand
Table 2.55: Market Share of Rice in Roll in the Industry
YEAR
2016
2017
2018
Projected Demand
1,497,252.24
1,547,306.64
1,512,894.24
Annual sales Volume

179,670.27
186,857.08
194,331.36
Market Share
12.00%
12.08%
12.85%
2019
1,562,948.64
202,104.62
12.93%
2020
1,616,131.44
210,188.80
13.01%
The table 2.55 shows that the business can capture an average of 12.57% of the
total market share of the Rice in Roll in the industry.
YEAR
2016
2017
2018
37
Table 2.56: Market Share of Rice in Roll in Adobo Roll

Projected Demand Annual sales Volume
Market Share
68,274.70
9.92%
688,131.08
71,005.69
9.98%
711,135.88
73,845.92
10.62%
695,320.08
Part 2
Market Study
2019
718,324.88
76,799.75
10.69%
2020
79,971.74
10.75%
742,767.48
total market share of the Adobo Roll.
YEAR
2016
2017
2018
2019
Table 2.57: Market Share of Rice in Roll in Afritada Roll

Market Share
134,223.37
14,373.62
10.71%
138,710.57
14,948.57
10.78%
135,625.62
15,546.51
11.46%
140,112.82
16,168.37
11.54%
2020
144,880.47
16,815.10
11.61%
total market share of the Afritada Roll.
YEAR
2016
2017
2018
2019
Table 2.58: Market Share of Rice in Roll in Kaldereta Roll

Market Share
223,075.46
23,357.13
10.47%
230,533.06
24,291.42
10.54%
225,405.96
25,263.08
11.21%
232,863.56
26,273.60
11.28%
2020
240,787.26
27,324.54
11.35%
total market share of the Kaldereta Roll.
YEAR
2016
2017
2018
2019
38
Table 2.59: Market Share of Rice in Roll in Kare-Kare Roll

Market Share
90,742.56
8,983.51
9.90%
93,776.16
9,342.85
9.96%
91,690.56
9,716.57
10.60%
94,724.16
10,105.24
10.67%
Part 2
Market Study
2020
97,947.36
10,509.44
10.73%
total market share of the Kare-Kare Roll.
YEAR
2016
2017
2018
2019
Table 2.60: Market Share of Rice in Roll in Mechado Roll

Market Share
90,742.56
8,983.51
9.90%
93,776.16
9,342.85
9.96%
91,690.56
9,716.57
10.60%
94,724.16
10,105.24
10.67%
2020
97,947.36
10,509.44
10.73%
total market share of the Mechado Roll.
YEAR
2016
2017
2018
2019
Table 2.61: Market Share of Rice in Roll in Menudo Roll

Market Share
194,718.41
19,763.73
10.15%
201,228.01
20,554.28
10.21%
196,752.66
21,376.45
10.86%
203,262.26
22,231.51
10.94%
2020
210,178.71
23,120.77
11.00%
total market share of the Menudo Roll.
YEAR
2016
2017
2018
Table 2.62: Market Share of Rice in Roll in PiniritongIsda Roll

Market Share
119,099.61
12,576.92
10.56%
123,081.21
13,080.00
10.63%
120,343.86
13,603.20
11.30%
2019
124,325.46
14,147.32
11.38%
2020
128,555.91
14,713.22
11.44%
39
Part 2
Market Study
total market share of the PiniritongIsda Roll.
YEAR
2016
2017
2018
2019
Table 2.63: Market Share of Rice in Roll in Pochero Roll

Market Share
45,371.28
5,390.11
11.88%
46,888.08
5,605.71
11.96%
45,845.28
5,829.94
12.72%
47,362.08
6,063.14
12.80%
2020
48,973.68
6,305.66
12.88%
total market share of the Pochero Roll.
YEAR
2016
2017
2018
2019
Table 2.64: Market Share of Rice in Roll in Silog Roll

Market Share
164,470.89
17,967.03
10.92%
169,969.29
18,685.71
10.99%
166,189.14
19,433.14
11.69%
171,687.54
20,210.46
11.77%
2020
177,529.59
21,018.88
11.84%
total market share of the Silog Roll.
IX. Projected Sales

To compute for the projected sales of Rice in Roll, the researchers multiply the
selling price of each service to its proposed sales volume. Total projected demand,
market share of its service and the capacity of the business are considered in
determining the proposed sales volume.
40
Part 2
Market Study
The projected sales presents below with proposed 4% annual increase in their
sales volume. Each service is assumed to increase by Php 2.00 every two (2) years due
to inflation and other increase in expenses.
Rice in Roll (whole)

Year
201
6
201
7
201
8
201
9
202
0
Sales Volume
179,670.27
186,857.08
194,331.36
202,104.62
210,188.80
Price
20.00
20.00
22.00
22.00
24.00
Year
Sales Volume
Price
2016
68,274.70
20.00
2017
71,005.69
20.00
2018
73,845.92
22.00
2019
76,799.75
22.00
2020
79,971.74
24.00
41
Projected Sales
3,593,405.38
3,737,141.59
4,275,289.98
4,446,301.58
5,044,531.25
Adobo Roll
Projected Sales
1,365,494.04
1,420,133.80
1,624,610.19
1,689,594.60
1,916,921.87
VAT (12%)
431,208.6
4
448,457.0
0
513,034.8
0
533,556.1
9
605,343.7
5
VAT (12%)
163,859.2
9
170,413.6
6
194,953.2
2
202,751.3
5
230,030.6
2
Net Sales
3,162,196.73
3,288,684.60
3,762,255.18
3,912,745.39
4,439,187.50
Net Sales
1,201,634.76
1,249,700.15
1,429,656.97
1,486,843.25
1,686.891.25
Part 2
Market Study
Year
2016
2017
2018
2019
2020
Sales Volume
14,373.62
14,948.57
15,546.51
16,168.37
16,815.10
Price
20.00
20.00
22.00
22.00
24.00
Afritada Roll
Projected Sales
287,472.43
298,971.33
342,023.20
355,704.13
403,562.50
Year
2016
2017
2018
2019
2020
Sales Volume
23,357.13
24,291.42
25,263.08
26,273.60
27,324.54
Price
20.00
20.00
22.00
22.00
24.00
Kaldereta Roll
Projected Sales
467,142.70
485,828.40
555,787.70
578,019.20
655,789.06
VAT (12%)
56,057.12
58,299.41
66,694.52
69,362.30
78,694.69
Net Sales
411,085.58
427,529.00
489,093.17
508,656.90
577,094.37
Price
20.00
20.00
22.00
22.00
24.00
Kare-Kare Roll
Projected Sales
179,670.27
186,857.08
213,764.50
222,315.08
252,226.56
VAT (12%)
21,560.43
22,422.85
25,651.74
26,677.81
30,267.19
Net Sales
158,109.84
164,434.23
188,112.76
195,637.27
221,959.37
Price
20.00
20.00
22.00
22.00
24.00
Mechado Roll
Projected Sales
179,670.27
186,857.08
213,764.50
222,315.08
252,226.56
VAT (12%)
21,560.43
22,422.85
25,651.74
26,677.81
30,267.19
Net Sales
158,109.84
164,434.23
188,112.76
195,637.27
221,959.37
Year
2016
2017
2018
2019
2020
Year
2016
2017
2018
2019
2020
42
Sales Volume
8,983.51
9,342.85
9,716.57
10,105.24
10,509.44
Sales Volume
8,983.51
9,342.85
9,716.57
10,105.24
10,509.44
VAT (12%)
34,496.69
35,876.56
41,042.78
42,684.50
48,427.50
Net Sales
252,975.74
263,094.77
300,980.41
313,019.63
355,135.00
Part 2
Market Study
Year
2016
2017
2018
2019
2020
Sales Volume
19,763.73
20,554.28
21,376.45
22,231.51
23,120.77
Price
20.00
20.00
22.00
22.00
24.00
Menudo Roll
Projected Sales
395,274.59
411,085.58
470,281.90
489,093.17
554,898.44
Year
2016
2017
2018
2019
2020
Sales Volume
12,576.92
13,080.00
13,603.20
14,147.32
14,713.22
Price
20.00
20.00
22.00
22.00
24.00
Piniritong Isda Roll

Projected Sales
251,538.38
261,599.91
299,270.30
311,241.11
353,117.19
VAT (12%)
30,184.61
31,391.99
35,912.44
37,348.93
42,374.06
Net Sales
221,353.77
230,207.92
263,357.86
273,892.18
310,743.12
Price
20.00
20.00
22.00
22.00
24.00
Pochero Roll
Projected Sales
107,802.16
112,114.25
128,258.70
133,389.05
151,335.94
VAT (12%)
12,936.26
13,453.71
15,391.04
16,006.69
18,160.31
Net Sales
94,865.90
98,660.54
112,867.66
117,382.36
133,175.62
Year
2016
2017
2018
2019
2020
Year
2016
2017
2018
2019
2020
43
Sales Volume
5,390.11
5,605.71
5,829.94
6,063.14
6,305.66
Sales Volume
17,967.03
18,685.71
19,433.17
20,210.46
21,018.88
Price
20.00
20.00
22.00
22.00
24.00
Silog Roll
Projected Sales
359,340.54
373,714.14
427,529.00
444,630.16
504,453.13
VAT (12%)
47,432.95
49,330.27
56,433.83
58,691.18
66,587.81
Net Sales
347,841.64
361,755.31
413,848.07
430,402.00
488,310.62
VAT (12%)
43,120.86
44,845.70
51,303.48
53,355.62
60,534.37
Net Sales
316,219.67
328,868.46
376,225.52
391,274.54
443,918.75
Part 2
Market Study
X. Marketing Program and Strategies
To achieve a sustainable competitive advantage and increase sales, programs or
strategies should be implemented.
Marketing strategy must be used to achieve those
objectives. It includes all basic, short-term, and long-term activities in the field of marketing that
deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contributes to the goals of
the company and its marketing objectives. It will help the business communicate its products or
services to its potential customers.
A. Product Strategy
Based on the responses from our survey; Adobo Roll (38%),Afritada Roll
(8%), Kaldereta Roll (13%), Kare-Kare Roll (5%), Mechado Roll (5%), Menudo Roll
(11%), PiniritongIsda Roll (7%), Pochero Roll (3%) and Silog Roll (10%) are the
services that we will provide to our customer. We also consider the responses from the
survey that tells about the top most food quality that attract more customers.
Affordability and Deliciousness are what they are looking for which the analyst
considers most, they will offer every roll for only PHP. 20.00 and make sure that the rice
rolls are delicious.
B. Place Strategy
Rice in Roll is located at Polytechnic University of The Philippines - Taguig
Branch at General Santos Avenue Lower Bicutan, TaguigCity. We noticed that the
students of the university tend to go outside of the school premises just to buy food for
lunch because the canteen or the other food stalls are not enough to cater all of them or
44
Part 2
Market Study
maybe they just want to try something new. So here we are offering them something
great in taste and budget friendly.
Location Map of Rice in Roll
45
Part 2
Market Study
C. Pricing Strategy
Based on the survey conducted, 66% of the respondents have P10-P50
budget for lunch. Based on this result, we have been able to set the minimum price to
our customers but we have also considered other factors like competitors price of one
rice meal and the cost that we will incur in preparing for the product. So, we used cost
plus strategy to set the price of our service. The computation would be:
Product Cost + Operating Cost+ VAT + Mark Up = Selling Price
Products/Services
Price
Adobo Roll
Php. 20.00
Afritada Roll
Php. 20.00
Kaldereta Roll
Php. 20.00
Kare-Kare Roll
Php. 20.00
Mechado Roll
Php. 20.00
Menudo Roll
Php. 20.00
PiniritongIsda Roll
Php. 20.00
Pochero Roll
Php. 20.00
Silog Roll
Php. 20.00
46
Part 2
Market Study
D. Promotion Strategy
Tarpaulin
The tarpaulin will be placed in front of our store. It will able to call
the attention of the customers because the information is provided as well in the
tarpaulin. The color and design will surely catch the attention of our customers. One
tarpaulin will be used with a size of 4ft. x 5ft. with the price of P200.00.
Rice
Rolls
Sample Design of our Tarpaulin
47
Part 2
Market Study
Flyers
Flyers will be used to designate the information to a wide range of
target customer from the Polytechnic University of the Philippines-Taguig. The food stall
will produce 300 flyers during the opening of the store. These flyers will only be
distributed in the first2 months because of the small population of the market. Flyers
will be given until it will get its loyal customers
The computation would be:
No. of Pcs. X Unit Price
3 0 0 X P 0 . 5 0 = Ph p . 1 5 0 .0 0
Rice in Roll
Sample design of flyers

Social Media
48
Part 2
Market Study
For small businesses, Social media represents an opportunity to
increase their reach. With unsurpassed audience reach and strong targeting options,
social media such as Facebook and Twitter is a great choice for businesses hoping to
maximize brand exposure. The services extensively customizable targeting functionality
enables advertisers to tailor their messaging to highly specific demographics of their
target market to increase awareness without incurring any cost at all.
Facebook Page
49
Part 2
Market Study
Twitter Page
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Part 2

To describe each service provided by the business,

To determine prices for each product,

To determine the procedure and process of each service,

To determine production schedule,

To determine the accessibility of location to the target market,

To ensure the business is observing the proper waste disposal.

III. RESEARCH AND METHODOLOGY

Target Market Population

D. Gathering of Information through Books and Internet

Density of the Area:

Polytechnic University of the Philippines

Admin and Faculty

Nature/Personality: Love/Regularly eating rice and Filipino cuisines

F. Major Customers of the Services

Table 2.1: Previous Population Growth Rate

B. Consumption for the Past Years

B.1 Consumption of the Past Years for the Industry

In Roll in the industry in Polytechnic University of the Philippines- Taguig.

Table 2.3: Frequency of Availment of service according to the result of survey

in Polytechnic University of the Philippines- Taguig. To compute the Annual Frequency

Table 2.4: Estimated Demand for Adobo Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Table 2.5: Estimated Demand for Afritada Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Polytechnic University of the Philippines- Taguig.

Table 2.7: Estimated Demand for Kare-Kare Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Table 2.8: Estimated Demand for Mechado Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Table 2.9: Estimated Demand for Menudo Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Table 2.10: Estimated Demand for PiniritongIsda Roll for 2010-2015

services in Polytechnic University of the Philippines- Taguig.

Table 2.11: Estimated Demand for Pochero Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Table 2.12: Estimated Demand for Silog Roll for 2010-2015

Polytechnic University of the Philippines- Taguig.

Table 2.13: Projected Population Growth Rate

K-to-12 system, PUP-

Estimated Gross Market

Rice In Roll in the industry in Polytechnic University of the Philippines- Taguig.

D.2 Projected Demand for the Every Products for 2016-2020

Table 2.15: Projected Demand for Adobo Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.16: Projected Demand for Afritada Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.17: Projected Demand for Kaldereta Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.18: Projected Demand for Kare-Kare Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.19: Projected Demand for Mechado Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.20: Projected Demand for Menudo Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.21: Projected Demand for PiniritongIsda Roll for 2016-2020

Table 2.22: Projected Demand for Pochero Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Table 2.23: Projected Demand for Silog Roll for 2016-2020

Polytechnic University of the Philippines- Taguig.

Polytechnic University of the Philippines- Taguig.

Polytechnic University of the Philippines- Taguig.