ENRIQUEZ, AILA MARIE F.
o What should you include in the discussion of this
BSAIS-3A
CHAPTER 1
BACKGROUND OF THE STUDY
1. Introduction
• Provides historical discussion of the business
opportunity. • Provides the discusion of the
trends/market events, statistical data, facts or
figures that prompted you to identify the business
opportunity or market need/problem to be solved.
• Provides the discussion of the business idea that
will answer the market need/problem.
• Provide the discussion of how you are going to
exploit this business opportunity.
• What inspired you to do this business
Note: Always indicate or cite the source of
information or data.
2. Objectives of the Study/Plan
o State the general objectives in term of the
following aspects:
• Market
• Technical
• Management
• Financial
• Socio-economic
3. Operational Definition of Terms
o Define the most relevant and important terms that
the readers outside of your field cannot understand.
Provide operational definition or meaning as used in
this study.
For example:
Household - Refers to the unit of society which is
consited of families living in one home. As used in
this study, household refers to the primary market
being targeted by the business.
4. Scope and Limitations of the Study
o The SCOPE and LIMITATIONS define the
parameter of the study. It specifically identify the
coverage of the study and its boundaries.
part; • Aspects of the business being covered
(market,
technical, management, financial and socio-
economic). • Brief description of the methodology
used in the study which consists of the research
design employed, the kind of data to be collected
and used, the types of data gathering instruments,
and the tools for data analysis. • Aspects of the
business not being covered by the study. •
Constraints or problems encountered during the
conduct of the study.
• Timeframe of the conduct of the study from start to
finish.
CHAPTER 2
MARKET STUDY
1. OBJECTIVES OF THE STUDY/PLAN
• State the major market variables to be considered
in the market study.
• Limit your statement of objectives to the following:
• Demand
• Supply
• Market Share
• Projected Sales
• Marketing Strategies/Programs
2. METHODOLOGY
o Methodology describes the process of how the
objectives of the study will be attained.
o Methodology includes brief discussion of the
following: • Research Design (Descriptive-
Exploratory Research Design will be used) - Briefly
discuss the research design used and explain why
this design is appropriate for the study.
• Research Locale - Briefly discuss some important
characteristics and trends of the place where the
study is conducted which can affect the study
outcomes or the operations of the proposed
business.
• Research Participants - Briefly identify and
quantify the respondents of the study. Explain why
these individuals or institutions are chosen to serve
as the respondents. If sample is to be taken from the
entire population, use Slovin's formula to determine
the sample size.
• Research Instrument - Briefly describe the
research instrument used, the process of devising
the instrument and its contents.
• Data-Gathering Procedures - Briefly discuss the
step by-step activities before data collection, during
data collection and after data collection.
• Treatment of Data - Briefly discuss the statistical
tool/s used to analyze the collected data. Provide the
formula.
3. DEMAND
• Provide data and discussion of the consumption of
the product or service for the past five years.
Indicate/cite the source of data.
• Describe and discuss the consumer of the
product/service (Target Market). State here, the
general description of your market: its size and
composition, geographical location, population, age
group, income level, job categories, family size, etc.,
• Provide the data and discussion of the
projected demand for five years
• Note: Determining the data on projected
demand requires data from responses in the
survey administered to the target market
(respondents) or reliable data from any other source
4. SUPPLY
o Provide data and discussion of the supply of the
product/service (imported or locally produced).
Indicate/cite the source of data or information.
o Provide the data and discussion of the projected
supply for five years.
o Write here, the supply situation of your market o
Present the supply situation of your intended product
during the last 3 or 5 years indicating your sources
of information.
o Project these figures for the next 3 or 5 years
5. DEMAND AND SUPPLY GAP ANALYSIS
• Match the projected demand and projected
supply data for five years.
• Determine whether there is an existing market to
serve. • Come up with an in-depth analysis and
conclusions from your projected demand and
supply figures.
• From the computed figures, show that demand is
greater than supply. This is one of your main
reasons for your market share.
• If there is no existing market to serve, explain why
you insist to enter the market for that product or
service. Discuss your chance to penetrate the
market by citing your competitive advantage.
6. Market Share and Projected Sales o Provide data
on market share for the product/service category
o Discuss the market share data. Indicate/cite the
source of the data.
o Based on the prevailing market share of all brands
of the product and service, assume your own market
share. Justify your percentage of assumption.
o Based on your assumed market share, make your
sales projection of your product/service for five
years.
o Discuss your projected sales data.
7. MARKETING STRATEGIES/PROGAMS o
Design your marketing strategies that will help you
attain your market share and sales projections.
o For TANGIBLE PRODUCT, focus on these 4Ps: •
Product Positioning Strategy
o Define and discuss your product/service value
proposition.
o Provide an appealing picture of the product or
service.
o Emphasize the brand name, company logo or
trade mark of the product or service.
o See to it that package/s contain the
appropriate labels (brand name, company logo or
trademark,
company name and address, important
information about the product/service, instruction on
how to use, sizes and contents, etc.
• Pricing Strategy
o Discuss the pricing strategy to be employed
to attain the market and sales goals.
o Provide the deatail/computation of how
the suggested selling price (SRP) is derived.
o Consider the cost of Direct Raw Materials,
Direct Labor and Factory Overhead Cost.
o Explain the assumed mark-up and its basis
for assumtion.
• Place (Distribution) Strategy
o Discuss the method to be employed in
disposing the product or service from manufacturer
to final consumers.
o Provide the distribution flow chart and
its explanation
• Promotional Strategy
o Identify and discuss all the promotional
activities suited to the product or service in order to
acheive the market share and sales target.
o Explain how these promotional activities will
be executed in terms of timing (timeframe).
o Estimate the cost of these promotional activities.
END OF LESSON!
QUESTIONS? / CLARIFICATIONS?