9/10

TLE–IA-EIM
Quarter 1 – Module 2:
Environment and Market (EM)
EIM – Grade 9/10
Alternative Delivery Mode
Quarter 1 – Module 2: Environment and Market (EM)
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the
government agency or office wherein the work is created shall be necessary for
exploitation of such work for profit. Such agency or office may, among other things,
impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand

names, trademarks, etc.) included in this module are owned by their respective
copyright holders. Every effort has been exerted to locate and seek permission to
use these materials from their respective copyright owners. The publisher and
authors do not represent nor claim ownership over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Arnold B. Bad-an
Editors: Howel Jay M. Caluyo; Mark Dave M. Vendiola
Reviewers: Dennis S. Calinao; Gemuel C. Ibero; Howel Jay M. Caluyo;
Alden B. Deguit; Mark Dave M. Vendiola
Typesetter: Alden B. Deguit
Layout Artist: Alden B. Deguit
Management Team: Senen Priscillo P. Paulin, CESO V Rosela R. Abiera
Fay C. Luarez, TM, Ed.D., Ph.D. Maricel S. Rasid
Adolf P. Aguilar, Ed.D., TM Elmar L. Cabrera
Nilita R. Ragay, Ed.D.
Antonio B. Baguio Jr., Ed.D.

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: negros.oriental@deped.gov.ph
 9/10

TLE-IA-EIM
Quarter 1 – Module 2:
Environment and Market (EM)
Introductory Message
For the facilitator:

Welcome to the (Electrical Installation and Maintenance Grade 9/10)

Alternative Delivery Mode (ADM) Module on (Environment and Market)!

This module was collaboratively designed, developed and reviewed by

educators both from public and private institutions to assist you, the
teacher or facilitator in helping the learners meet the standards set by the K
to 12 Curriculum while overcoming their personal, social, and economic
constraints in schooling.

This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore,
this also aims to help learners acquire the needed 21st century skills while
taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing
them to manage their own learning. Furthermore, you are expected to
encourage and assist the learners as they do the tasks included in the
module.

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For the learner:

Welcome to the Electrical Installation and Maintenance 9/10 Alternative

Delivery Mode (ADM) Module on (Environment and Market)!

This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and
time. You will be enabled to process the contents of the learning resource
while being an active learner.

This module has the following parts and corresponding icons:

This will give you an idea of the skills or

What I Need to Know competencies you are expected to learn in
the module.

This part includes an activity that aims to

check what you already know about the
What I Know
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.
This is a brief drill or review to help you link
What’s In the current lesson with the previous one.

In this portion, the new lesson will be

What’s New introduced to you in various ways; a story, a
song, a poem, a problem opener, an activity
or a situation.
This section provides a brief discussion of
What is It the lesson. This aims to help you discover
and understand new concepts and skills.

This comprises activities for independent

practice to solidify your understanding and
What’s More
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
This includes questions or blank
What I Have Learned sentence/paragraph to be filled in to process
what you learned from the lesson.
This section provides an activity which will
What I Can Do help you transfer your new knowledge or
skill into real life situations or concerns.
This is a task which aims to evaluate your
Assessment level of mastery in achieving the learning

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 competency.
In this portion, another activity will be given
Additional Activities to you to enrich your knowledge or skill of
the lesson learned.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in

developing this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any
part of the module. Use a separate sheet of paper in answering the
exercises.
2. Don’t forget to answer What I Know before moving on to the other
activities included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through
with it.
If you encounter any difficulty in answering the tasks in this module, do
not hesitate to consult your teacher or facilitator. Always bear in mind
that you are not alone.

We hope that through this material, you will experience meaningful

learning and gain deep understanding of the relevant competencies. You
can do it!

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 What I Need to Know

In this module, you will learn more about environment and market related to
Electrical Installation and Maintenance. As learners who aspire to start a business
need to explore the economic, cultural, and social conditions prevailing in your
town /municipality. Identifying the needs of the community, its resources, available
raw materials, skills, and appropriate technology can help entrepreneur in seizing
business opportunities. Moreover, to be a successful in any kinds of business
venture, potential entrepreneurs should always look closely at the environment and
market. You should always be watchful on the existing opportunities and
constraints as well as spirited enough to take calculated risks. The opportunities in
the business environment are those factors that provide possibilities for a business
to expand and make more profits. Constraints, on the other hand, are those factors
that limit the business to grow, hence reduce the chance of generating profit. One
of the best ways to evaluate the opportunities and constraints is to conduct
Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis.

Opportunities and threats exist in the external environment. Opportunities

relate to the market, to the development of new technologies, and external factors
such as government policies, climate, and trends. Threats relate to what the
competition is doing as well as legal and other constraints.

Now that you have read some important considerations to look into to be
successful in any business, you are now ready to explore more about the
environment and market.

After going through this module, you are expected to:

1. Identify what is of “value” to the customer to sell to;
2. Explain what makes a product unique and competitive; and

3. Apply creative and innovative techniques to develop marketable product and

Employ a unique selling proposition (USP) to the product.

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 What I Know

Let us determine how much you already know about the product
development and unique selling proposition in environment and market by
answering the questions below. Use your notebook for your answers.

I. Multiple Choice

Directions: Read, analyze and understand each question carefully for each item.
Write the letter of your answer in your activity notebook.

1. This stage of product development process is considered important because this

would determine the products to be produced or provided.
A. Analyze competitive products C. Establish target specifications
B. Identify customer needs D. Generate product concepts
2. This stage of product development process is also known as “wish-list”.
A. Analyze competitive products C. Establish target specifications
B. Identify customer needs D. Generate product concepts
3. This stage of product development process is to provide important information in
establishing products/services specifications.
A. Analyze competitive products C. Identify customer needs
B. Generate product concepts D. Establish target specifications
4. This is the factor or consideration presented by a seller that explains why one
product or service is different from or better than that of the competitors.
A. Unique Selling Plan C. Unique Selling Proposition
B. Unique pricing Policy D. Finding Value-added
5. In this stage, the needs of the target market are identified, reviewed and
evaluated.
A. Concept Development C. Economic Development
B. Project Development D. Refine Specification
6. This is the introduction of a new idea to make the product and services more
attractive and saleable to the target customers.
A. New idea C. Creativity
B. Product development D. Innovation
7. Make some efforts to find out, analyze and utilize the information what motivates
the customers in their decisions to purchase the product or service.
A. Identify customer’s desire C. Finding value
B. Creativity D. Survey Analysis
8. Always focus on the needs of the target customers and forget failing in love with
your own product/service.
A. Creativity C. Finding value
B. Use empathy D. Innovation
9. It is “a believable collection of the most persuasive reasons why people should
notice you and take the action you’re asking for”.
A. Identify customer’s desire C. Value proposition
B. Creativity D. Survey Analysis

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10. This refers to the process of making a new product to be sold by a business or
enterprise to its customers and may involve modification of an existing product
or its presentation.
A. New idea C. Creativity
B. Product development D. Innovation

Lesson

1 Product Development

Product development typically refers to all of the stages involved in

bringing a product from concept or idea, through market release and beyond. In
other words, product development incorporates a product's entire journey,
including: Identifying a market need. Conceptualizing and designing the product
traits of a successful entrepreneur in order to be successful in a chosen career.
Product development, also called new product management, is a series of
steps that includes the conceptualization, design, development and marketing of
newly created or newly rebranded goods or services. The objective of product
development is to cultivate, maintain and increase a company's market share by
satisfying a consumer demand. Not every product will appeal to every customer or
client base, so defining the target market for a product is a critical component that
must take place early in the product development process. Quantitative market
research should be conducted at all phases of the design process, including before
the product or service is conceived, while the product is being designed and after
the product has been launched.

What’s In

Learning Goals and Targets

After understanding the objectives of this module and having gone through
pre-assessment, you are now asked to set your personal goals. These goals will
motivate you to achieve the goals of this module that will eventually make you more
aware about Environment and Market.

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 Goals and Learning UI eventually make
Targets Activities you more aware of
your ultimate Goal

Figure 1. Strategic process to achieve the objectives of this module

Notes to the Teacher

Let the learners to read and understand the learning objectives.
Before going through this module, answer the questions in What I
Know and refer to the answer key for corrections. Do the different
tasks: What’s New, What’s More, What I Have Learned, What I can Do,
and the Additional Activities. Finally, answer the Assessment and refer
to the Answer Key for correction. After doing all the tasks, the teacher
will inform the learner for his/her progress.

What’s New

Reading Resources and Instructional Activities

After setting your own personal goals and targets in achieving the objectives
of this module, you will have the opportunity to read and learn more about
environment and market. You will also be given a chance to do practical exercises
and activities to deepen your understanding of the topic.

Task 1
Directions: Answer the following guide questions and write your answers in your
activity notebook.

1. For whom are the product/services aimed at?

__________________________________________________________________________________
_________________________________________________________________________________.

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2. What benefit will the customers expect from the products or services?
__________________________________________________________________________________
_________________________________________________________________________________.

3. How will the product/service differ from the existing brand, or from its
competitors?
__________________________________________________________________________________
_________________________________________________________________________________.

4. What are the needs in business that are important things that every individual
cannot live without in a society?
__________________________________________________________________________________
_________________________________________________________________________________.

What is It

Product Development

When we talk of product development, we are referring to the process of

making a new product to be sold by a business or enterprise to its customers.
Product development may involve modification of an existing product or its
presentation, or formulation of an entirely new product that satisfies a newly
defined customer’s needs, wants and/or a market place.

The term development in this module refers collectively to the entire process
of identifying a market opportunity; creating a product to appeal to the identified
market; and testing, modifying, and refining the product until it becomes ready for
production.

Likewise, needs and wants of the people within an area should also be taken
into big consideration because everyone has his/her own needs and wants.
However, everyone has different concepts about needs and wants. To illustrate,
needs in business are important things that every individual cannot live without in
a society. These include:
1. basic commodities for consumption
2. clothing and other personal belongings
3. shelter, sanitation and health; and
4. education.

Basic needs are essential to every individual so he/she can live with dignity
and pride in a community of people. These needs can obviously help you generate
business ideas and subsequently to product development.

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 Wants are desires, luxuries and extravagance that signify a wealthy and
expensive way of living. Wants or desires are considered above all the basic
necessities of life. Some examples are the eagerness or the passion of every
individual: fashion accessories, expensive shoes and clothes. Traveling around,
eating in an expensive restaurant, watching movies, concerts; having luxurious
cars, wearing expensive jewelries and perfume, living in impressive homes, and
others are also exampling of people’s wants and desire.

People’s needs and wants are the basic indicators of the kind of business
that you may engage into because they can serve as the measure of your possible
success. Some other good points that might be considered in business
undertakings are the kinds of people with special needs, wants, lifestyles, culture
and tradition, and social orientation. To summarize, product development entirely
depends on the needs and wants of the customers.

Another important issue to deal with is the key concepts of developing a

product. The succeeding topic shall enlighten you about the procedure in coming
up with a product.

Concept of Developing a Product

Concept development is a critical phase in the development of a product.

In this stage, the needs of the target market are identified; competitive products are
reviewed before the product specifications are defined. The product concept is
selected along with an economic analysis to come up with an outline of how a
product is being developed.

Identify Establish Generate Select a Refine

Customer Target Product
Product Specifications
Needs
Specifications Concept
Concepts

Plan

Analysis Perform Remaining

Competitive Economic Development

Products Analysis Project

Concept
Development

Figure 2: Stages of Concept Development

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The process of product development follows the following stages:
1. Identify customer needs.
Using survey forms, interviews, researches, focus group discussions, and
observations, an entrepreneur can easily identify customers’ needs and wants. In
this stage, the information that can be possibly gathered here are product
specifications (performance, taste, size, color, shape, life span of the product, etc.).
This stage is considered important because this would determine the products to
be produced or provided.

2. Establish target specifications.

Based on customers’ needs and reviews of competitive products, you can
now establish target specifications of the prospective new product and/or services.
Target specifications are essentially a wish-list.

3. Analyze competitive products.

It is imperative to analyze existing competitive products to provide important
information in establishing products/services specifications. Other products may
exhibit successful design attributes that should be emulated or improved on in the
new product/service.

4. Generate product concepts

After having gone through with the previous processes, you may now develop
a number of product concepts to illustrate what types of products/services are
both technically feasible fitting to the requirements of the target specifications .

5. Select a product concept

Through the process of evaluation between attributes, final concept is
selected. After the final selection, additional market research can be applied to
gather feedback from the representative customers.

6. Refine product specifications

During this stage, the product/ service specifications are refined on the
basis of input from the foregoing activities. Final specifications are the result of
extensive study. Expected service life, and projected selling price and among others
are being considered in this stage.

7. Perform economic analysis

Throughout the process of product development, it is very important to
review and estimate the economic implications regarding development expenses,
manufacturing costs, and selling price of the product/service to be
offered/provided.

8. Plan the remaining development project

During this final stage of concept development, you must prepare a detailed
development plan that includes list of activities, necessary resources and expenses,
and development schedule with milestones for tracking progress.

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 Finding Value

People buy products for many reasons. There must be something in your
products/services that have satisfied or impressed the consumers. In short, when
you meet their expectations, they will continue patronizing your products/ services.

The value that you incorporate to your product is called value proposition.
Value proposition is “a believable collection of the most persuasive reasons why
people should notice you and take the action you’re asking for.” Value is created by
fulfilling deep desires and solving deep problems. This is the reason why people
spend for your products/services.

Innovation

Innovation is the introduction of something new in your products/services.

This may be a new idea, a new method or a new device. If you want to increase
your sales and profit, you must innovate. Some of the possible innovations for your
products include changing of packaging, improving of taste, color, size, shape and
adjusting the prices. Some of the possible innovations in providing services are
application of new improved methods, additional featured services and freebies.

Unique Selling Proposition (USP)

Unique Selling Proposition is a factor or consideration presented by a seller

to explain why one product or service is different from or better than the other
competitors. Before selling your product or service to your target customers, you
have to sell yourself to it. This is especially important when your product or service
is similar to those around you.

USP would require careful analysis of other businesses’ ads and marketing
messages. If you analyze what they say or what they sell, not just their product or
service characteristics, you can learn a great deal about how companies distinguish
themselves from competitors.

Ways to discover your USP to increase your sales and profits:

• Use empathy: Put yourself in the shoes of your customers. Always focus
on the needs of the target customers and forget falling in love with your own
products/services. Always remember, you are making and providing these
products/services for the target customers to eventually increase sales and
earn profit. Essential questions such as what could make them come back
again and ignore competitions should be asked to oneself. Most possible
answers may be focused on quality, availability, convenience, cleanliness,
reliability and friendliness of the products/services.

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 • Identify Customer’s Desires. It is important that you understand what
drives and motivates your customers to buy your products/services. Make
some efforts to find out, analyze and utilize the information what motivates
the customers in their decisions to purchase the product or service.
• Discover customer’s genuine reasons for buying the product.
Information is very important in decision making. A competitive
entrepreneur always improves their products or services to provide
satisfaction and of course retention of customers. As your business grows,
you should always consider the process of asking your customers important
information and questions that you can use to improve your product/
service.

What’s More

Task 2
Direction: Deepen your understanding of the lesson by performing the following
tasks:

1. Browse the internet and view the topics related to:

A. customers’ needs and wants
B. techniques in identifying customers’ needs and wants
C. creativity or innovations in products and services
D. unique selling proposition
E. product development

2. Prepare a short narrative report about the aforementioned topics. You may
highlight the “aspects” that intensify your knowledge of product development. Use
short size bond paper for your output.

What I Have Learned

In order to firm up your understanding of the topic previously presented, you

will be tasked to browse the internet and watch a video of a successful
entrepreneur or practitioner related to electrical business. You have to document
what you’ve seen in the video and present this using a power point presentation for
reflection an appreciation.

Task 3: Browsing the internet

Direction: Answer the following set of questions below and present this using a
power point presentation. Use short size of bond paper for your output.

9
1. How did the successful entrepreneurs identify their customers?
2. What were their considerations in selecting their customers?
3. Explain their product or service became unique to other products.
4. Did they consult somebody before they engaged in their business? Cite sample
insights that they gained from their consultation.
5. What were their preparations before they started the actual business?
6. What are their creative and innovative techniques they adapted to their product
or service? What was the effect of the innovative techniques to the sales and profits
of their business?
7. What strategy did they consider to have a unique selling proposition to their
products/services?

What I Can Do

Task 4: Product Conceptualization

Directions: Using the space and figures below, develop your own concept for your
product or service. Utilize bullets in every stage of product conceptualization in
listing important key ideas.

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________________________.

1. Identify Customers
Need
7. Prepare a ➢ 2. Target
Product Plan ➢ Specifications
➢ ➢
➢ ➢

6. Refine Product 3. Analyze a

Specification Competitive Product
➢ ➢
➢ ➢

5. Select a Product 4. Generate Product

Concept Concept
➢ ➢
➢ ➢

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Scoring Rubrics:

Score Criteria

80 - The product concept demonstrates complete understanding and

100% execution to the objective and the content is also error-free.

70 - The product concept demonstrates considerable understanding and

79% execution to the objective and the content has some errors.

60 - The product concept demonstrates some understanding and execution to

69% the objective and the content also has many errors.

50 - The product concept demonstrates limited understanding and execution

59% to the objective and the content also has numerous errors.

Assessment

I. Multiple Choice

Directions: Read, analyze and understand each question carefully for each item.
Write the letter of your answer in your activity notebook.

1. This is a critical phase in the development of a product because the needs of the
target market are identified; competitive products are reviewed before the
product specifications are defined.
A. Concept development C. Business pricing
B. Product development D. Business idea

2. A process of making a new product to be sold by a business or enterprise to the

customers.
A. Product analysis C. Product conceptualization
B. Product development D. Product implementation

3. These are luxuries, advantages and desires that every individual considers
beyond necessary.
A. wants C. desires
B. requirements D. needs

4. This is the factor or consideration presented by a seller that explains why one
product or service is different from or better than that of the competitors.
A. Unique Selling Plan C. Unique Selling Proposition
B. Unique pricing Policy D. Finding Value-added

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5. The stage in product development in which it is very important to review and
estimate the economic implications regarding development expenses,
manufacturing costs, and selling price of the products to be offered/provided.
A. Concept Development C. Perform economic analysis
B. Project Development D. Refine Product Specification

6. This is the introduction of a new idea to make the product and services more
attractive and saleable to the target customers.
A. New idea C. Creativity
B. Product development D. Innovation

7. What are the four basic needs and wants of people in the society?
A. Basic commodities; clothing; shelter; and education
B. Food; clothing; house; and go to abroad
C. Basic commodities; clothing; food and go to abroad
D. Food; clothing; go to abroad; and education

8. This is created by fulfilling deep desires and solving deep problems.

A. Innovation C. Use empathy
B. Value D. Product concept

9. It is a believable collection of the most persuasive reasons why people should

notice you and take the action you’re asking for.
A. Use empathy C. Value proposition
B. Identify customers need D. Perform economic analysis

10. What is the first stage in the process of product development?

A. Identify customer needs
B. Establish target specifications
C. Analyze competitive products
D. Select a product concept

Additional Activities

Task 5: Puzzle

Directions: Read and analyze the following statements and complete the puzzle
below. Write your answers in your activity notebook.

1. It is the introduction of something new in your product / services.

2. These are desires, luxuries, and extravagance that signify a wealthy and
expensive way of living.
3. It is one of the four basic needs of people in the society.
4. This is the reason why people spend for the products / services.

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5. After having gone through with the previous processes, you may now develop a
number of product concepts to illustrate what types of products/services are both
technically feasible fitting to the requirements of the target specifications.
6. It refers to the process of making a new product to be sold by a business or
enterprise to its customers.
7. The needs of the market are identified and reviewed before the product
specifications are defined.

2 A 5
1 G
3 U I

6 U T E

7 O T V

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 14
What I Know Additional activity Assessment
1. B (Puzzle) 1. A
2. C 2. B
3. A 1. Innovation 3. A
4. C 2. Wants 4. C
5. A 3. Education 5. C
6. D 4. Value 6. B
7. A 5. Generate product 7. A
8. B concept 8. B
9. C 6. Product development 9. C
10. B 7. Concept 10. A
development
Answer Key
References
Cabusora, Roman A. and Cueto, Marino C. Electrical Installation and Maintenance;
Prinpia Co., Ltd. 2014

https://www.shopify.com.ph/retail/what-is-product-branding-and-why-its-essential-
in-retail

https://www.google.com/search?q=environment+and+market+(em)+ppt&tbm

https://www.google.com/search?q=PRODUCT+DEVELOPMENT+environment+and+
market+(em)+ppt&tbm

https://www.slideshare.net/eivyportuguez/environment-and-market-111131542

https://searchcio.techtarget.com/definition/product-development-or-new-product-
development-NPD

https://searchcio.techtarget.com/definition/product-development-or-new-product-
development-NPD
For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: negros.oriental@deped.gov.ph
Website: lrmds.depednodis.net