The Client

Every proposed design should be marketable to prove that it can be a solution in a given problem. To prove
this, market analysis is done using TAM SAM SOM Analysis which can illustrate the full market potential of
the project if given a chance to be commercialized. The total potential market and the target market of our
team are presented in Figure 1-1.

Serviceable Obtainable Market (SOM)

Fishermen in Zamboanga and Mindoro

who have problems in keeping the
freshess quality of cephalopods they
hauled early.
Serviceable Available Market (SAM)
Every fisherman in the Philippines who
needs refrigeration system for the
cephalopod's freshness quality.

Total Available Market (TAM)

Every
fisherman
who
needs
refrigeration system in maintaining
cephalopod's freshness quality.

(Keme lang) Figure 1-1 TAM SAM SOM Analysis

The Total Available Market (TAM) is every fisherman who needs refrigeration system in maintaining
cephalopods freshness quality. This fisherman refers to the worldwide populace who are near the water
lines and their main source of income is fishing. Since they are known to be near in the water lines they are
expected to have fresher quality of aquatic products. The Serviceable Available Market (SAM) is every
fisherman who needs refrigeration system for the cephalopods freshness quality in the Philippines.
Philippines is one of the countries that has a very rich marine biology. Philippines is also known for
exporting such marine products because of the freshness quality being observed by the fishermen. So a
need of better quality refrigeration system is necessary. The Serviceable Obtainable Market (SOM) is the
fishermen in Zamboanga and Mindoro who have problems in keeping the freshness of the cephalopods
they hauled early. These provinces are known for having scarcity of electricity while they are in the midst in
the sea. Fishermen in Mindoro use ice for preserving the freshness of the cephalopod they hauled but due
to the environment temperature the ice melts and thus quality of the cephalopod might be at risk.

Fishermen in Zamboanga lack refrigeration system while they are in the midst of the sea so some of the
cephalopod they hauled is already putrescent. Our team wants to focus on the said place first to ease their
problem in keeping the freshness quality of the squid they hauled. Our team will be pioneered to them to
see its full potential and capability.