8

Chapter 2

MARKETING ASPECT

Marketing is a vital part of a business triumph. It involves the

production and distribution of products and services and is also
concerned with the ethical and social responsibility functions found in
the domestic and global environment. The market is essential to this
study to know if the proposed project is feasible or not.
This aspect deals with the nature of the target market, the
description of the service and the service fee, identification the
competitors price, and the demand-supply analysis. This will also
emphasize the marketing plan which is relevant to the operation of
the business.
To be successful, business that deals with customers on a daily
basis must not only be customer-driven, but customer-obsessed. The
target market should be given first hand priority since income will
generate from them. An apparent apprehension of demand and supply
analysis, organized and precise interpretation of data and
identification of the target market are substantial elements in any
feasibility study.

Name of the Business

The proponents named their proposed business as JAST Dance
Studio. The acronym JAST comes from the nicknames of the
researchers, Joseph, Alex, Sab and Trixia.

Figure 1. Business Logo

General Market Information

Market Description
The proposed project is the establishment of dance studio that will
provide rental services and workshops to the respondents aging 10
years and above. JAST Dance Studio will offer high-quality services
and convenience to our customers. The studio was designed to have a
positive and creative atmosphere, well-ventilated facilities with the

10

combination of excellent working sound system and fully-furnished

sprung wood floor so that every dancer can master their craft. Other
facilities include open lounge space, comfort rooms, and others. The
proponents also exerted extra effort to keep in mind the value of
comfort living so we can definitely assure our customers the best
rehearsal experience.
The studio will be located at Barangay Uno Calamba City. The
proponents choose the said place because it is populated. They
believe that it will be a great place to start the business.

Demand Analysis
Demand is an economic principle that describes a consumers
desire or willingness to pay a price for a specific goods or services.
The proponents determine demand of its proposed service by
conducting surveys to people who are willing to avail their proposed
project. In this study, the demand is determined by the need for the
service to be marketed to the target market and is used to come up
with a fairly accurate assumption about the project.
Factors Affecting Demand
1. Service Price

11

Price is the only element in the marketing mix that produces

revenue. (Ac-Ac, 2009. Principles of Marketing). This factor has
a great impact on the demand. They say that setting low prices
increase the demand, in effect; the quality of the service will be
affected. And if it does not meet the customers desire will effect
to revulsion of the service, and greatly affect the demand.
2. Price of Related Services
The demand for dance studio is affected by people who visit
fitness centers and people who enroll in talent workshops.
Additionally, salaries of dance instructors are also necessary.
3. Customers Income
Demand for this service is affected by the income of the
customer. People with higher income are more likely to avail the
said services than those people with lower income especially
those who do not have job like the students. Lower income
earners tend to find cheaper alternative services.
4. Population
The rapid increase in population directly affects the demand
of the said business. The more people there is in a particular
place, the more the demand will definitely increase.
5. Customers Preference
The preference of the customers directly influence the
demand. These include the changes in trends, habits and
lifestyle.

Survey Results

12

The population of the study used for the computation of the sample
size of the respondents who are dancing or an aspiring dancer aged
10 years and above was obtained from multiplying the total
population of Barangay Poblacion 2015 to the margin of error, 5%

n=

34457
2
1+34457 ( .05 )

= 396 total respondents

The following tables were obtained by the proponents through
figures gathered from the survey conducted and were interpreted
based on actual results.
Table 1 indicates that most of the respondents of this study are
aging 15 19 with 227 (57.32%) while aged 55 59 with 3 (0.76%)
are the least respondents.

13
Table 1. The number of respondents aged 10 years and above
Frequency
From To
(f)
10 14
18
15 19
227
20 24
100
25 29
13
30 34
11
35 39
10
40 44
5
45 49
5
50 54
4
55 59
3
Total
396

Percentage
(%)
4.55
57.32
25.25
3.28
2.78
2.53
1.26
1.26
1.01
0.76
100%

Table 2 shows that majority of the respondents aged 10 years and

above were females with a total of 247 (62.37%) and males with 149
(37.63%).
Table 2. The gender of the respondents
Response
Male
Female
Total

Frequency
(f)
149
247
396

Percentage
(%)
37.63
62.37
100%

The table below indicates that 301 (76.01%) of the total

respondents were dancing or an aspiring dancer while 95 (23.99%)
were not.
Table 3. The number of respondents who are dancing/aspiring dancer
Frequency
Response
(f)
YES
301
NO
95
Total
396

Percentage
(%)
76.01
23.99
100%

14

Table 4 shows that most of the respondents belong in a group with

241 (80.07%), others do not belong to any group with 46 (15.28%)
while 14 out of 301 (4.65%) prefer to dance with a partner.

Table 4. The group that the respondents belong to

Frequency
Response
(f)
Group
241
Duo
14
Solo
46
Total
301

Percentage
(%)
80.07
4.65
15.28
100%

Table 5 implies the types/genres that the respondents usually

dance. And on top of the list is Hip-Hop with 145(30.40%). Hip-Hop is
popularly known in the Philippines since early 80s and has been a
major genre that is usually dance. Next is jazz or modern dance with
123(25.79%). The difference between Hip-Hop and Jazz/Modern dance
is that Hip-Hop has a faster tempo; funky and new while Modern
dance is the sharper version of lyrical dance. On the other side, the
least chosen by the respondents is Vogue with 1(0.03%).
Table 5. Types/Genres usually dance by the respondents
Frequency
Response
(f)
Hip-Hop
145
Jazz/Modern Dance
123
Contemporary
44
Ballroom
39
Folkdance
50
Zumba
55
Cheer dance
10
Interpretative
10
Vogue
1
Total
477

Percentage
(%)
30.40
25.79
9.24
8.18
10.48
11.53
2.11
2.11
0.03
100%

15

The table 6 indicates that the respondents generally rehearse or

practice their house with 107(30.31%) while minority is at the street
with 33(9.35%).

16
Table 6. The place where the respondents usually dance
Frequency
Response
(f)
House
107
Street
33
Open area
93
Court
85
School
35
Total
353

Percentage
(%)
30.31
9.35
26.35
24.08
9.91
100%

Table 7 suggests that majority of the respondents are willing to

avail the rental service offered by the proponents with 261(86.71%)
and others prefer not to with 40(13.29).
Table 7. The number of respondents who are willing to avail rental service
Frequency
Percentage
Response
(f)
(%)
YES
261
86.71
NO
40
13.29
Total
301
100%

Table 8 shows that most of the respondents rehearse or practice

occasionally with 83(27.57%) while others prefer every once a month
with 14 (4.65%)
Table 8. The number of respondents on how often they usually dance
Frequency
Response
(f)
Everyday
41
Once a week
60
Twice a week
68
Thrice a week
35
Once a month
14
Occasionally
83
Total
301

Percentage
(%)
13.62
19.93
22.59
11.63.
4.65
27.57
100%

17

Table 9 on the next page implies that majority of the respondents

are willing to undergo dance workshop to develop their dancing skills
with 277 (92.03%) while others prefer not to with 24 (7.97%).
Table 9. The number of respondents who are willing to undergo dance workshop to
enhance their dancing skills
Frequency
Percentage
Response
(f)
(%)
YES
277
92.03
NO
24
7.97
Total
301
100%

Table 10 shows that 147(33.64%) of the respondents have personal

interest in dancing as their purpose while 6(1.37%) as their past time.
Table 10. The respondents purpose in dancing
Frequency
Response
(f)
School purposes
94
Entertainment
86
Exercise
104
Personal interest
147
Past time
6
Total
437

Percentage
(%)
21.51
19.68
23.80
33.64
1.37
100%

Present Demand
The proponents obtained the actual demand of dance studio in
Barangay Poblacion, Calamba City by conducting a self-administered
survey within the target area. The table below indicates the tabulated
results gathered.
Table 11. Present demand for dance studio rentals
Frequency
No. of operating
Response
(f)
days per year
Everyday
38
289
Once a week
58
48
Twice a week
56
24
Thrice a week
34

**Annual
Demand
10,982
2,784
1,344

18

Once a month
*Occasionally

9
66

12
12
6

408
108
396

Total

261

391

16,022

*The proponents describe occasionally as more seldom than once

a month.
**Annual demand is obtained by multiplying the frequency to the
no. of operating days per year
Table 12. Present demand for dance workshop
Respondents who are willing to
Type/Genre
undergo dance workshop
Hip-hop
277
Jazz/Modern
277
Folk dance
277
Zumba
277
Others
277
Total

Percentage
(%)
30.40
25.79
10.48
11.53
21.7

*Annual
Demand
84
72
29
32
60

100%

277

* Annual demand is computed by multiplying the percentage of

each genre to the total annual demand
Computations:
Hip-hop

277 x .3040

84

Jazz/Modern
=
Folk dance =
=
Zumba

=
72

277 x .1048
29
=

=
Others

277 x .1153

32
=

277 x .2579

60

277 x .217

19

Projected Demand
The projected demand for dance studio rental is calculated based
on the present demand in the market compared with the growth rate
of population per year which is approximately 3%. The table below
shows the projected demand for dance studio for the next five years.

20
Table 13. Projected demand for dance studio rental
Year
Preceding Years Demand
Growth Rate
2017
16, 022
3%
2018
16, 503
3%
2019
16, 998
3%
2020
17, 508
3%
2021
18, 033
3%

*Projected Demand
16, 503
16, 998
17, 508
18, 033
18, 574

*Projected demand is obtained by multiplying the previous year

demand to the growth rate (1+0.03).
2017 =
=
2018 =
=
2019 =
=
2020 =
=
2021 =
=

16, 022 x 1.03

16, 503
16, 503 x 1.03
16, 998
16, 998 x 1.03
17, 508
17, 508 x 1.03
18, 033
18, 033 x 1.03
18, 574

21

Projected demand for dance studio rental

19,000
18,500

18,574

18,000

18,033

17,500
Projected Demand 17,000
16,500
16,000

17,508
16,998
16,503

15,500
15,000

2017

2018

2019

2020

2021

Year

Figure 2. Projected Demand for dance studio rental in the next 5 years

The projected demand for dance workshop is calculated based on

the present demand in the market compared with the growth rate of
population per year which is approximately 3%. The table below
shows the projected demand for dance studio for the next five years.
Table 14. Projected Demand for Dance Workshop
Year

Preceding Years Demand

Growth rate

*Projected Demand

2017
2018
2019
2020
2021

277
286
295
304
314

3%
3%
3%
3%
3%

286
295
304
314
324

* Projected demand is obtained by multiplying the preceding years

demand to the growth rate (1.03).

22

Computations:
2017 =
=
2018 =
=
2019 =
=
2020 =
=
2021 =
=

277 x 1.03
286
286 x 1.03
295
295 x 1.03
304
304 x 1.03
314
314 x 1.03
324

23

Projected demand for dance workshops

330

323

320

313

310
300
Projected Demand 290

303
294
285

280
270
260

2017

2018

2019

2020

2021

Year

Figure 3. Projected Demand for dance workshop in the next 5 years

Supply Analysis
Supply is the schedule of various quantities of a specific product or
service that will be available to consumers at a given time and place.
Supply can also relate to the choice of consumers regarding price
range. In this study, it pertains to the amount of service that the
proposed business can offer. Factors affecting supply in this study are
the cost of service, related services, skills, and customer: dance
instructor ratio.
Factors affecting supply
1. Cost of service
Season of the year, employee salaries, utilities and other expenses
affect the costs of the services offered.

24

2. Related service
Competitions always exist in the market. The more business that
offer the same service, the lesser market share will result. Related
service that is offered by competitors could be the basis to determine
how the service will be offered, promoted, advertised and innovated
so that the service business will be more endorsed in the market than
the other existing related services if there is any.
3. Skills
The skills and talents of the dance choreographer and instructors
should be considered as a factor affecting the supply. The quality of
service that will be rendered will depend on the coaching and
apprenticeship of the employee regarding dance tutorials and
workshops.

25

4. Customer: dance instructor ratio

The capacity of the dance instructor to handle customer and the
recommended ratio to be administered affect the quality of service
they give. The smaller the ratio of customer per instructor, the better
supervision they can provide, otherwise the fewer supervision they
can offer.

Unsatisfied Demand
Unsatisfied demand usually rises when the supply is insufficient to
cover the demand in the market. It is realized by deducting the
demand for the year from the supply of the same year. This study has
no supply because there is no available business offering the same
service. Here in Calamba City, particularly in Barangay Poblacion,
there is no existing business service related to the establishment of a
dance studio.
There are aspiring dancers and those who just wanted to dance out
there that do not have the place where they can enhance their talents.
Currently in Calamba City, there are a few dance studios but treated
as other services offered because they are actually focused on a dance
school business. These dance schools who offer the same service as
this dance studio will offer are located distant from the location
indicated in the general market description. Therefore, there is no
supply and it is equivalent to zero as formulated here in the equation:

26

Unsatisfied demand for studio rental

= Total Demand Total

Supply
= 16, 022 0
= 16, 022

Unsatisfied demand for dance workshop = Total Demand Total

Supply
= 277 0
= 277

Market Share of JAST Dance Studio Rental

Market share is the portion of total sales in relation to the market
it operates within. It can be computed from a companys total sales
revenue in the market divided by the total sales revenue available
from the market.
Total Annual Capacity (dance studio)

Hours
Total Operating Days
( 2Operating
Minimum Hours )

2(9.5/2)*241

2,290

27

(9.5/2)*48

Market Share

228
2,51
8

Total Annual Capacity

100
Projected Demand

2,518
( 16,022
) 100

= 15.72%

16%

84%

Market share
Unsatisfied
demand
for JASTfor
dance
dance
studio
studio
rental
rental

Figure 4. Market share of dance Studio Rental for 2016

Table 15. Market share for dance studio rental for the next five years.
Annual
Efficiency
Year
Capacity
Rate (ER)
AC x ER
Projected Demand
(AC)
2017
2,518
90%
2,267
16, 503
2018
2,518
92%
2,317
16, 998
2019
2,518
94%
2,367
17, 508
2020
2,518
96%
2,418
18, 033
2021
2,518
98%
2,468
18, 574

*Market
share (%)
13.73
13.63
13.52
13.41
13.29

* Market share is computed by dividing AC x ER to the projected

demand.

28

14%

86%
Market share
Unsatisfied
demand
for JASTfor
dance
dance
studio
studio
rental
rental

Figure 5. Market share for dance studio rental for 2017

14%

86%
Unsatisfied
Mark
et share
demand
for JASTfor
dance
dance
studio
studio
rental
rental

Figure 6. Market share for dances studio rental for 2018

14%

86%
Market share
Unsatisfied
demand
for JASTfor
dance
dance
studio
studio
rental
rental

Figure 7. Market share for dance studio rental for 2019

29

13%

87%
Market share
Unsatisfied
demand
for JASTfor
dance
dance
studio
studio
rental
rental

Figure 8. Market share for dance studio rental for 2020

13%

87%
Unsatisfied
Market
share
demand
for JASTfor
dance
dance
studio
studio
rental
rental

Figure 9. Market share for dance studio rental for 2021

Total Annual Capacity (workshop) = CC x level x genre

= 15 x 2 x 3
= 90
= customer per day
= 20
Total

= 110

30

Market Share

Total Annual Capacity

100
Projected Demand

100
( 110
277 )

= 39.71%
Legend: CC customer per class
Level this is either beginner or intermediate
Genre this are the types of dance a customer want to enroll (HipHop, Jazz, Folk dance)

40%
60%

Market share for JAST dance workshop

Unsatisfied demand for dance workshop

Figure 10. Market share for dance workshop for 2016

Table 16. Market share for dance workshop for the next five years.
Annual
Efficiency
Year
Capacity
Rate (ER)
AC x ER
Projected Demand
(AC)
2017
110
90%
99
286
2018
110
92%
102
295
2019
110
94%
104
304
2020
110
96%
106
314
2021
110
98%
108
324

Market
share
(%)
34.62
34.58
34.21
33.63
33.27

31

35%
65%

Market share for JAST dance workshop

Unsatisfied demand for dance workshop

Figure 11. Market share for dance workshops for 2017

35%
65%

Market share for JAST dance workshop

Unsatisfied demand for dance workshop

Figure 12. Market share for dance workshops for 2018

34%
66%

Market share for JAST dance workshop

Unsatisfied demand for dance workshop

Figure 13. Market share for dance workshops for 2019

32

34%
66%

Market share for JAST dance workshop

Unsatisfied demand for dance workshop

Figure 14. Market share for dance workshops for 2020

33%
67%

Market share for JAST dance workshop

Unsatisfied demand for dance workshop

Figure 15. Market share for dance workshops for 2021

33

Competitive Position
Competitive Positioning is about carving out a spot in the
competitive landscape and being known for something and it sets the
service apart from the competitors. (www. marketingmo.com/strategic
planning/competitive-positioning/)
It is said to be in a competitive position when the service has
attained a noticeable percentage share of the market. The proposed
business, which will be the first dance studio to be established here in
Barangay Poblacion, will offer high quality services that would be a
great advantage over the target market. JAST Dance Studio will be
positioned in a community with the right demography that will attract
customers upon the first day of operations.
Lastly, our employees will be provided with a good compensation
program and benefits that will motivate them to work at their best all
the time.

Marketing Program
Service
The proposed business aim is to provide Innovative, Trendy, and
Fresh experience to the customers. And in order maintain its quality;
the people behind the future success of the project should be
screened thoroughly. Equipment to be used should be in a good

34

working condition. Facilities are well-maintained and well-ventilated

for the comfort of the customer.
Price
Pricing plays a vital part in marketing the services offered. The
price for the rental service will be P450.00 per hour with 2-hour
minimum practice. On the other hand, offered price for zumba under a
choreographer will be on a per session basis while workshops will be
P900.00 per session or with a total of P10,800.00 for the whole
enrolment (P900.00 x 12 sessions) for both beginner and intermediate
level exclusive of recitals. The recital fee will be based on the venue of
the said activity. More or less it will cost each students P200.00.
Place
The place of the proposed business will be established along
Barangay Uno, Calamba City. The secondary target markets are the
remaining barangays in Calamba. These remaining barangays are
applicable only if the proponents decided to expand the business.

Promotion
In promoting JAST Dance Studio, the social media will be used as
the main platform. A Facebook page will be created containing the list
of services that will be offered and will also be used to communicate
with the customers, the location of the studio, and the features of the

35

said business by means of uploading photos to the said page.

Tarpaulin will be posted at areas located around Barangay Poblacion.
Furthermore, business cards will also be available for other
customers. Additionally, the proposed business will be having its
ZumBarangay: Free Zumba Class for a week to promote the
proposed business to each residents of Barangay Poblacion. JAST
Dance Contest will also be conducted to encourage dancers of
different genres to showcase their talents. Winners will be given cash
prize and discounts for every dance studio rental they will avail.
Table 17. Marketing cost and expenses
Particulars
Quantity
Tarpaulin (6 x 8 ft.)
3
ZumBarangay (Free Zumba
Class for 1 week)
JAST Dance Contest
Total

Unit cost in Peso

720

Amount in Peso
2, 160
1,750
4,500
8,410