V.

THE MARKET, MARKET JUSTIFICATION BASED ON THE INDUSTRY DYNAMICS AND THE MACRO ENVIRONMENTAL
FACTORS AFFECTING THE OPPORTUNITIES AND THREATS IN THE MARKET, THE SIZE, POTENTIAL AND REALISTIC
SHARE OF THE MARKET

The Tie-Dyed Sweetness Project gives a new way of presenting a dessert into a more interesting
dessert in the society in dedication with our LGBT friends. This dessert will give us a taste that will surely
be different and interesting among other dessert products. Every Filipinos are born with a sweet tooth
and most of us are getting addicted to sweets. Based on our research, Filipinos are known to have a
hearty appetite and just loves to eat. In fact, a typical Filipino eats three meals a day and 2 snacks in
between. This is the reason why desserts have always been a large part of Philippine cuisine. Most
Filipinos feel something is lacking after eating a meal. A meal simply isn’t complete without finishing it
with a sweet dessert. The type of food that Tie-Dyed sweetness offers is specialty consumer good
because this product is unique and unusual.

Tie Dyed Sweetness is our very own specialty products dedicated to producing and providing
high-quality unique desserts, especially rainbow cupcakes. This will be offered at a comfortable
atmosphere where the clients especially our fellow LGBT friends can relax and enjoy a sweet treat and
let go of their worries. It put in other words it’s a quick-service restaurant where the customers can buy
cupcakes, cookies and/or doughnuts. These orders can be made as shown on the menu or can be
custom made with a specific design, this will cost more.

BUSINESS COMPETING ENTERPRISES

Currently we have three major competitors within our classroom area. Other groups or our
competition in general either aims at one of the types of deserts, such as only drinks/ice candy,
cupcakes and/or cookies. Others have more types but not as many flavors or kinds of each type of
dessert. This gives us an upper hand over other sellers and if done well we don’t have to worry so much
about competition. Our primary ways to compete are through low cost or high quality flavors of our
dessert. This is an excellent opportunity to gain market share and a defensible position in the business.

MACRO ENVIRONMENTAL FACTORS

SOCIAL
ENVIRONMEN
T

ECOLOGICAL ECONOMICAL
ENVIRONMEN ENVIRONMEN
T T

MACRO
ENVIROMENTAL
FACTORS

POLITICAL TECHNOLOGICA
ENVIRONMEN L
T ENVIRONMENT
SOCIAL ENVIRONMENT

People are becoming more health conscious lately so foods like cupcakes that are high in
sugar can become less popular, especially with parents buying it for their children. Furthermore,
trends are constantly changing and with desserts and pastries, the trends can change as well.

 As these develop, sometimes the sale for the new trends can surely increase

 Reluctance of Young Generation in sweets

 Desire for healthier lifestyles

ECOLOGICAL ENVIRONMENT

The Natural Environment;

The natural environment encompasses all living things and non-living things occurring naturally on
Earth

Changes:

 Increasing costs of raw material

 Increment weather with adverse to food supply in markets

Effect:

 Increase price of sugar, cocoa, yeast, flour, buttercream etc.

ECONOMICAL ENVIRONMENT

Since our product is quite specialized, the prices are quite pricey. In the event of extreme
inflation or a recession, foods like cupcakes and decadent desserts become a luxury to a lot of people
and become something that can be avoided. In this case, in order to keep the revenue up and have
customers buy our products, we may have to decrease the price of our products and since it is a
rainbow colored product, it is quite an elastic product.

ECONOMY

Business Foreign
Government Household
Firms Sector

 Home-made recipes
 Reasonable prices
POLITICAL ENVIRONMENT

This refers to actions taken by the government, which potentially affect the daily business activities of
any business or company. In addition, we also buy fair trade sugar which is used in all of our products.
One problem that we are facing is the rising prices of sugar right now. This in turn makes the price of
our cupcakes very high and makes it almost a luxury product.

Changes:

 Be more innovative about services and products were going to introduce; rainbow colored
cupcakes,pies,etc.

 Change in Legislature and Executive

 Government Implement New Plans and Government Bodies

Effect:

 The Government suspends work to review the projects

 Incensement of Government investments of establishments

TECHNOLOGICAL ENVIRONMENT

Technology does not play a huge impact on a dessert products we are selling however, as
technology does improve, it can allow us to make our products and our business more well known to
the public especially when we consider promoting LGBT’s equality. New cooking products could make
the process more effective and increase productivity.