Chapter 3

Chapter 3

Business Viability

3.1 Marketing Aspect

The Marketing is considered the most important area. This is so because it describes market situations where the product can be identified through the demand analysis.

3.1.1 Market Description

Before you start any sales and marketing activities you should establish a solid knowledge of the market by making a market description. Based on our traffic count, there are 9,347 passersby each day. Out of it, we have a market share of 766 people, which will be our potential customers. When it comes to competition issue, we have 25 legal direct and indirect competitors.

Projection of Population

PROJECTED YEAR | PROJECTED POPULATION |

2009 | 136,893 |

2010 | 138,894 |

2011 | 142,981 |

2012 | 144,347 |

2013 | 147,153 |

The above mentioned years and number of population for the five years came from the Municipality of Sariaya. We can see that there is a progress in each year. The population is getting bigger. Based on the data above we have forecast that it is possible for the next following years to have more than 2% increases in size of its population. It only means that there is also an increase to the number of potential market.

Figure 1

Result of Age in Conducted Survey

Table shows that age bracket of 17-23 years old (23%) has the highest percentage, next are 31-37 years old (19%), 24-30 years old (18%), 45-51 years old (16%), 38-44 years old (12%), 52-58 years old (7%) and the lowest is the age bracket of 59-65 years old (5%). We decided to use the highest percentage 23% and the 19% of the age bracket to be the target market of our feasibility study.

3.1.2 Product Description

a. Breakfast

"Captain Aroz" (Special Aroz Caldo) |

Ingredients | Weight/Measures/Number | Item Cost |

vegetable oil | 2 tbsp. |   |

chopped onions | 1 cup |   |

minced garlic | 1 tsp. |   |

julienned ginger | 2 tbsps. |   |

chicken cube | 1 cube |   |

chicken, cut into serving pieces | 0.5 kg |   |...