5.1.

1 Demographic Segmentation

Demographic segmentation consists of dividing the market into group based

on variables such as age, gender, income and occupation. This type of
segmentation could help us to identify the trend that might shape future
spending patterns in the target market. For our product, it is suitable for
variety range of age. We mainly focus for people at age range from 9 to 40
years old, and gender either male or female. Basically our main target market
for our product is children, student, adult and senior citizen. We expected
student, adult that hungry or want to hang out to come eat at our premise.

5.1.2 Psychographic Segmentation

Psychographic segmentation divides the market into groups according to customer

lifestyle. Basically, Malay is the majority races in Klang, Selangor. Not only Malay, other

races also enjoy having sweets as their daily routine for them. We also segment our

target market based on motives where some people like to enjoy of their pleasurable

activity. They like to try eat anything so that they will be satisfied. Since our product is

very delicious, we are very sure that it will increase our product demand.
 6.4 Market size (Arial 12, BOLD)

6.4.1 Population table

Total Population Population Narrowed population

(Temerloh) (10Km radius) (student only)

287,500 80,000 6000

Total Population Population Narrowed population

(Temerloh) (10Km radius) (adult only)

287,500 80,000 12000

Total of Narrowed population : 6000 + 12000

= 18000

Estimation target per month : 10% x 18000 = 1800

Table 1: List of products/services provided

Types of products/services price per unit (RM) Selling price per set (RM)

A. Mixed Choc (variety types of 3.00/bar RM30

chocolates mixed together)
B. Single set (1 type chocolate) 3.00/bar RM25

C. Sweeties (mixed sweets) 0.50/pcs RM7

D. Mini Cakes and Brownies 3.00/slice RM15
 6.4.2 Total market size

SET A Mixed Choc 30 x 500 15000

SET B Single Choc 25 x 500 12500
SET C Sweeties 7 x 500 3500
SET D Desserts 15 x 500 7500
Total Market Size 38,500

6.5 Competitors (Arial 12, BOLD)

6.5.1 Identifying competitors (3 competitors)

Table 6.5.1 Competitive analysis

Competitors Strengths Weaknesses

Cadburry  Reasonable price  High cholesterol
 Various types of menu  Taste almost similar

Beryls  Variety types of flavour  Low level of nutrition

 Affordable price  Product not attractive

Magnum  Comfortable stall  Price is too high

 Variety types of product  Poor service
6.6 Market Share (Arial 12, BOLD)

6.6.1 Market share before the entry of your business.

Table 6.6.1 Market share before the entry of your business

Competitor Unit Sales Before entrance

(RM) (%)

Cadburry 152,000 40

Beryls 129,200 34