Feasiblity MKTG

Marketing
Aspect
1
Market Decription
Sugar Rush Munchkins will be located in La Consolacion College Manila with a total population
of 3,005 as of June 2009.
We are well experienced and well trained in making munchkins on different kind. The price is
much like to the other doughnut store but to attract more customers, low introductory price is
adopted to get new customers and patronized our new product.
Target Market
One of the most significant factors to consider in making a business study is identifying the
target market. Our target market is La Consolacion College Manila. According to the Registrar
office, the total population of LCCM as of June 2009 is 3,005.
It was agreed in the proponent of the company that we would target 15% of the market with an
increase of 3% yearly.
15%
Population
Target Market
85%
Figure 1.1
2
Table 1.1: Frequency Distribution of the Respondents According to Gender
Frequency Percentage
Male 97 38.8
Female 153 61.2
Total 250 100
Table 1.2: Frequency Distribution of the Respondents According to Age
10 - 15 18 7.2
16 – 19 94 37.6
20 – 24 107 42.8
25 & above 31 12.4
TOTAL 250 100
Table 1.3: Frequency Distribution of the Respondents According to Civil Status
Single 238 95.2
Married 12 4.8
3
Table 1.4: Frequency Distribution of the Respondents According to Age Group
Elementary 6 2.4
High School 22 8.8
College 205 82
Faculty 9 3.6
Non-Teaching Staff 8 3.2
Table 1.5: Frequency Distribution of the Respondents According to Weekly Allowance
500 – 750 8 3.2
800 – 1200 20 8
1250 – 1500 76 30.4
1550 & above 146 58.4
Table 1.6: What is your usual snack?
Chips 12 4.8
Sandwiches 36 14.4
Burger 43 17.2
Dim sums 34 13.6
Biscuits 58 23.2
Pasta 67 26.8
4
Table 1.7 Which of the following doughnut store will you go for?
Krispy Kreme 98 39.2
Dunkin Donuts 77 30.8
Mister Donuts 63 25.2
Go Nuts Donuts 12 4.8
Table 1.8 Do you consider munchkins a healthy snack?
Yes 238 95.2
No 12 4.8
Table 1.9 How often do you buy munchkins?
Always 119 47.6
Sometimes 117 46.8
Never 14 5.6
Table 1.10 How much will you spend for a dozen of munchkins?
Php 20 – 25 14 5.6
Php 25 - 30 47 18.8
Php 30 - 35 98 39.2
Php 35 & above 91 36.4
5
Table 1.11 How do you like your munchkins coated?
With powdered sugar 47 18.8
With candy sprinkle 102 40.8
With nuts 8 3.2
With chocolate 93 37.2
Table 1.11 Is its packaging important to you?
Yes 232 92.8
No 18 7.2
6
1. Age: 5. What is your usual  Php 20 – 25
snack?  Php 25 – 30
 Php 30 – 35
 10- 15  Php 35 &
 16-19  Chips above
 20-24  Sandwiches
 25 & above  Burger
 Dim sums 10. How do you like
 Biscuits your munchkins
 Elementary  Pasta coated?
 High School
6. Which of the  With powdered
 College following doughnut sugar
store will you go  With candy
 Faculty for? sprinkle
 With nuts
 Non-Teaching  Krispy Kreme  With chocolate
Staff  Dunkin Donut
 Mister Donut
 Go Nuts 11. Is its packaging
2. Gender Donuts important to you?
7. Do you consider
 Male munchkins a  Yes
 Female healthy snack?  No
3. Civil Status  Yes

 No
 Single
 Married 8. How often do you
buy munchkins?
 Always
4. Weekly Allowance
 Seldom
 Never
 500 – 750
 800 – 1200 9. How much will you
 1200 – 1500 spend for a dozen
 1500 & above of munchkins?
7
DEMAND HISTORY
La Consolacion College Manila
Total Population Year 2005 – 2009
2005 2006 2007 2008 2009

Elementary 575 532 509 475 458
High School 288 275 275 282 274
College 2224 2228 2402 2318 1823
Employees 284 280 176 283 449
TOTAL 3371 3315 3362 3358 3005
8
DEMAND FORECAST
La Consolacion College Manila
Total Population Year 2010 – 2014
YEAR Total Population Target Market

(15%)
2010 3074 461
2011 3005 450
2012 2936 440
2013 2867 430
2014 2798 419
9
2005 3371 2010 3074.7
2006 3315 2011 3005.6
2007 3362 2012 2936.5
2008 3358 2013 2867.4
2009 3004 2014 2798.3
SUMMARY OUTPUT
X Variable 1 Line Fit Plot
3600
Regression Statistics
3400
Multiple R 0.696347592
3200
R Square 0.48489997
Y
3000 Y
Adjusted R
2800
Square 0.313199959 Predicted Y
2600
Standard Error 130.0280739 2005 2006 2007 2008 2009
Observations 5 X Variable 1
ANOVA
df SS MS F Significance F
Regression 1 47748.1 47748.1 2.824111478 0.191449743
Residual 3 50721.9 16907.3
Total 4 98470
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 141965.7 82524.82455 1.720278725 0.183868314 -120665.123 404596.523 -120665.123 404596.523
X Variable 1 -69.1 41.11848733 -1.680509291 0.191449743 -199.9573781 61.75737805 -199.9573781 61.75737805
10
11
12

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Table 1.2: Frequency Distribution of the Respondents According to Age

25 & above 31 12.4

TOTAL 250 100

Table 1.3: Frequency Distribution of the Respondents According to Civil Status

Table 1.5: Frequency Distribution of the Respondents According to Weekly Allowance

Table 1.6: What is your usual snack?

Table 1.8 Do you consider munchkins a healthy snack?

Table 1.9 How often do you buy munchkins?

Table 1.11 Is its packaging important to you?

3. Civil Status  Yes

La Consolacion College Manila

Total Population Year 2005 – 2009

2005 2006 2007 2008 2009

La Consolacion College Manila

Total Population Year 2010 – 2014

YEAR Total Population Target Market

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