Teacher-made Learner’s Home Task

School: __SAMBOAN NATIONAL HIGH SCHOOL________ Date: DAY 5

Grade/Section: 12- FORTITUDE_Subject Area/s: T.L.E FOOD AND BEVERAGE SERVICES

I. COMPETENCY Recognize the potential customer/ market in Code: TLE_PECS7-12-00- 2

II. food and beverage services

II. Objective/s: It is expected that at the end of the lesson:

Knowledge: The learner Identifies customer’s needs and wants.
Skills: The learner conducts consumer/market analysis.
Values/Attitude: The learner shows respect to consumers.

III. Subject Matter: Key concepts of market, players in the market (competitors), and products &
services available in the market
IV. References:
Entrepreneurship: Characteristics, Importance, Types, and Functions of Entrepreneurship
Retrieved from https://www.yourarticlelibrary.com/entrepreneur/entrepreneurship-
characteristicsimportance-types-and-functions-of-entrepreneurship. June 7, 2020
Retrieved from. https://www.acsbdc.org/resources/small-business-topics/marketing/customer-
analysis. June 7, 2020
https://www.brandwatch.com/blog/how-to-write-customer-analysis/
V. Procedure:
A. Readings
B. Exercises for skill subjects / Analysis questions using HOTS for content
Subjects
1. Is entrepreneurship really important to the world? Support your answer.
2.What are the difference among food, non-food business, and services?
3.In your own observation is everything you need already available in your own town
market?
4. Have you seen any business opportunities in your town? Support your answer
Exercise 1
Directions:
Read the information sheet.

Assessment/Application
Directions:
1. Answer the questions found at the end of the information sheet.

Prepared by: LORNA L. NELLAS

Address: IPHO Bldg., Sudlon, Lahug, Cebu City

Telephone Nos.: (032) 520-3216 – 520-3217; SDS Office: (032) 255-
6405; ASDS Apao: (032) 236-462
Food and Beverage Services
Information Sheet

LO2 Recognize the potential customer/ market in food and beverage services
2.1 Profile potential customers
2.2 Identify the customer’s needs and wants through consumer analysis
2.3 Conduct consumer/market analysis
Code: TLE_PECS7-12-00- 2

Content: Key concepts of market, players in the market (competitors), and products & services
available in the market

Concept of Entrepreneurship:

The word “entrepreneur” is derived from the French verb enterprendre, which means ‘to

undertake’. This refers to those who “undertake” the risk of new enterprises. An enterprise is

created by an entrepreneur. The process of creation is called “entrepreneurship”.

Entrepreneurship is a process of actions of an entrepreneur who is a person always in search

of something new and exploits such ideas into gainful opportunities by accepting the risk and

uncertainty with the enterprise.

Entrepreneurial development today has become very significant; in view of its being a key to

economic development. The objectives of industrial development, regional growth, and

employment generation depend upon entrepreneurial development.

Entrepreneurs are, thus, the seeds of industrial development and the fruits of industrial

development are greater employment opportunities to unemployed youth, increase in per

capita income, higher standard of living and increased individual saving, revenue to the

government in the form of income tax, sales tax, export duties, import duties, and balanced

regional development.( https://www.yourarticlelibrary.com/entrepreneur/entrepreneurship-

characteristicsimportance-types-and-functions-of-entrepreneurship/5228)
 Entrepreneurship is the dynamic process of creating
incremental wealth and innovating things of value that have a bearing on the welfare of an
entrepreneur.

Entrepreneurship allows people to do what they want – to follow their passion.

Entrepreneurship is not only important for the business itself. It plays a major role in the
economy of a country. First of all, it creates new job opportunities. When an entrepreneur
starts a business, she/he needs to hire others to build up the company. Besides that,
entrepreneurship cause economic growth. In some countries, there are more entrepreneurs
than in other countries. Nevertheless, the field is growing constantly.

What is consumer analysis?

https://www.acsbdc.org/resources/small-business-topics/marketing/customer-analysis

Introduction to Customer Analysis

A customer analysis (or customer profile) is a critical section of a company's business
plan or marketing plan. It identifies target customers, ascertains the needs of these
customers, and then specifies how the product satisfies these needs. A customer
analysis can be broken down into a behavioral profile (why your product matches a
customer's lifestyle) and a demographic profile (describing a customer's demographic
attributes).

A customer profile is a simple tool that can help business better understand current
and potential customers, so they can increase sales and grow their business.
Customer profiles are a collection of information about customers that help determine
why people buy or don't buy a product. Customer profiles can also help develop
targeted marketing plans and help ensure that products meet the needs of their
intended audience.

Behavioral Analysis (Customer Buying Criteria)

A behavioral analysis of customers (or psychographic profile) seeks to identify and
weigh the relative importance of factors consumers use to choose one product over
another. These factors, sometimes called buying criteria, are key to understanding the
reasons that customers choose to buy your product (or service) versus the products
offered by your competitors. The four major criteria that customers use to distinguish
competing products are: price, quality, convenience and prestige.

In consumer transactions, price and quality tend to be the dominant factors. However
with business-to-business (B2B) transactions (also called industrial marketing),
service issues such as reliability, payment terms, and delivery schedule become much
more important. The sales transaction in an industrial marketing scenario also differs
from consumer marketing in that the purchase decision is typically made by a group
of people instead of one person, and the selling process can be much more complex
(including stages such as: request for bid, proposal preparation and contract
negotiations).

By identifying customer needs through market research and analysis, companies

can develop a clear and concise value proposition which reflects the tangible
benefits that customers can expect from the company's products. And once the
primary buying criteria have been identified, marketing efforts can influence the
customer's perception of the product along the four main dimensions (price, quality,
convenience and prestige), relative to the competition's product.

Behavioral Analysis (Purchase Process and Patterns)

Occasionally, customer behavior analysis requires a more in-depth understanding of
the actual decision-making process of the customer purchase. This may be
especially true in an industrial marketing scenario. Examples of purchase process
questions to be answered here include:

* What steps are involved in the decision-making process?

* What sources of information are sought?
* What is a timeline for a purchase (e.g., impulse vs. extended decision-making)?
* Will the customer consult others in their organization/family before making a
decision?
* Who has the authority to make the final decision?
* Will the customer seek multiple bids?
* Will the product/service require significant modifications?

Behavior profiles can also focus on actions, such as: which types of items were
purchased, how frequently items are purchased, the average transaction value, or
which items were purchased in conjunction with other items. To understand
the buying habits and patterns of your customers, answer the following questions:

* Reason/occasion for purchase?

* Number of times they'll purchase?
* Timetable of purchase, every week, month, quarter, etc.?
* Amount of product/service purchased?
* How long to make a decision to purchase?
* Where does the customer purchase and/or use the product/service?

Customer Demographics
The second major component in customer analysis is identifying target market
segments that are predisposed to preferring your products over those of your
competitors. A market segment is a sub-set of a market made up of people or
organizations with one or more characteristics that cause them to demand similar
product and/or services based on qualities of those products such as price or
function. A marketing program aimed at individual segments needs to understand
and capitalize on the group's differences and use them strategically in all advertising
campaigns.

Gender, age, ethnicity, geography and income are all market-segmenting criteria
based on demographics.

Typical questions to ask when determining the demographics of the target market
include:
* What is the age range of the customer who wants my product or service?
* Which gender would be most interested in this product or service?
* What is the income level of my potential customers?
* What level of education do they have?
* What is their marital or family status: Are they married, single, divorced? Do they
have kids, grandkids?
* What are the hobbies of my target customers?

The target market segments are specified by demographic factors: age, income,
education, ethnicity, geography, etc. Then by having a well defined set of
demographic factors, marketing will be able to identify the best channels to reach
these specific demographic segments.

How to Conduct Customer Analysis and Customer Segmentation

https://www.brandwatch.com/blog/how-to-write-customer-analysis/

The purpose of undertaking customer analysis as part of a business plan is to examine

the consumers most likely to purchase your product or service in-depth. Brands can
establish different groups of customers and the needs of those customers. By
understanding what motivates them to make a purchase, brands can build their
business around providing solutions to those needs.

Customer analysis should move through three different stages.

• You need to identify who your current customers are. The more detailed understanding
you have of your customers the better. This one group of customers should then be
split into sub-groups that have similar traits and motivations. You can also identify
target customers you are not yet reaching.
• Customer analysis must then show what the needs of these different customer groups
are.
• You then need to work out what bridges these two, identifying how the company’s
products meet the needs of each customer group. How do you provide solutions to
their pain points?

Who are your customers?

You can learn more about your customers in a variety of ways, and a mix of research
methods will give you the most accurate results. It is best to gather as much information
as possible, and to not fall into thinking details are irrelevant. Details like age, gender,
location, demographics and psychographics are all important, but so are their interests,
other brands they like, publications they read and so on.

Talking to them and running a survey will be the best way of hearing about them in their
own words, although that does come with biases. Reduce this by complementing that
research with sales data, CRM data, and speaking to customer-facing employees. Once
you have identified these groups, social data can elaborate your understanding by
providing a more holistic view of the groups.

It’s also worth considering at this stage if the buyer and user are the same person. In a
B2B setting, the buyer might hold budget responsibility but not actually use the
service/software/product. In a B2C setting, there are several situations when a buyer
might not be the user; a toy water pistol or a diamond ring are unlikely to be used by the
purchaser.

Segment these groups

You cannot undertake an accurate customer analysis without segmenting your audience
into groups whose members are homogenous while being distinct from other groups.
Your segmentation criteria should be:

• Measurable: Your analysis should identify the size of a market segment so that you
can decide to what extent efforts should be focused on the segment
• Distinguishable: Observable differences that are clearly defined must exist in order
to characterize segments
• Substantial: The market needs to be large enough to justify segmenting, with each
segment substantial enough to make it worthwhile
• Financial: There will be additional costs when marketing to multiple, separate
groups, so the predicted income must exceed these costs
• Accessible: Your marketing messages should be accessible to each market
segment. Different groups will respond better to different forms of advertising.

Develop customer profiles

Take your data, your segmentation criteria, some educated guesswork, and develop
some buyer personas. It helps to have personas so you can visualize a human rather
than aiming for an abstract idea.

Elements to include in a buyer persona include:

• Background and responsibilities: including job title, career path, and their primary
job responsibilities
• Demographics: gender, age, income, family, and location
• Communication: which channels do they prefer? What is their demeanor? Do they
have an assistant?
• Media and influencers: which publications do they follow, and which individuals are
leading the conversation in their world?
• Challenges vs proposition: The challenges they face in implementing their primary
job goals and how your product or service can help them overcome those issues
• Objections: common reasons why this persona wouldn’t choose your product
• Common language: what language should you use to appeal to their needs?
• Quotes: adding some qualitative data in the form of quotes can really help to bring
the personas to life and remind you there are real people behind these aggregated
models

Types of goods usually found in the market:

food product - a substance that can be used or prepared for use as food.

foodstuff. food, nutrient - any substance that can be metabolized by an animal to give
 energy and build tissue. starches - foodstuff rich in natural starch (especially potatoes,

rice, bread) etc.

Non-food items are those items that cannot be eaten but are commonly sold

in food stores, such as cleaning products and toilet tissue. A high proportion of

clothing, housewares, and other non-food retailers have been hit hard by the economic

turndown etc.

Services: Bank, internet café, ticketing office, logistics, beauty salon etc.

The goals of entrepreneurship are: creation of job opportunities, innovation, boosting

the economy, and above all to alleviate the lives of many.

LLN
Name:________________________________________Date:________________Score:________

PLEASE ANSWER THE FOLLOWING QUESTIONS BRIEFLY AND WRITE YOUR ANSWERS

AT THE BACK.

1. Is entrepreneurship really important to the world? Support your answer.

2. What would happen to a community without entrepreneurship?
3.What are the difference among food, non-food business, and services?
4.Give at least 2 characteristics of entrepreneurship and give your insight of each
characteristic.
5.Is there a need to conduct customer survey? Defend your answer.
7. Have you seen any business opportunities in your town? Support your answer.