MARKETING PLAN

2.1 POTENTIAL CUSTOMERS

Pongwe supreme chicken farm is intending to target commercial, institutional and individual
customers. The commercial markets shall include Naivas , Quickmart and Mathai supermarkets,
institional will comprise learning insitutions (school and colleges) hospitals and hotels while
individual customers will include people from the surrounding areas and estate who will be
buying the products for home consumption. For the commercial and institutional customers, they
will be purchasing the products at a wholesale since they will be purchasing in large quantity
while the individual customers will be purchasing at a retail price since they purchase at a small
quantity.
2.2 MARKET SHARE
Many individual of the population around Thika town Kiambu county from other regions are
employed in Thika town .The area has a market day i.e Monday,Thursday and Saturday ever
week which provide a huge number of customers. Total population is around 310,000 people.
The farm expects to have customers and therefore the percentage share is expect
310,000-100%
140,000 ?
140,000 100%

The farm will be expected to improve its product and services through differentiation in order to
maintain and increase the market share.
2.3 COMPETITION
Competition for the farm’s products and services includes all actual and potential rivals’ farms
offering similar products. Key competitor of pongwe chicken farm will be kim’s chicken farm.
P.O BOX 163345
Thika town, Kiambu County
This farm is lcated in Kiambu County 8.1 miles (15km) from Thika town, Kiambu County and is
owned by Mr Kim Kihwan from Krea . This farm provides its products on large scale. Pongwe
chicken farm is expected to be the advantage edge as it will operate under both small and large
scale production.