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Technical-Vocational
Livelihood (TVL)
AGRI-FISHERY ARTS (AFA)
FOOD PROCESSING
Quarter 1 - Week 2

FOR CARAGA REGION USE ONLY

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 COPYRIGHT PAGE FOR UNIFIED LEARNING ACTIVITY SHEETS

TVL-Grade 11 Quarter 1- Week 1

RECOGNIZING AND UNDERSTANDING THE MARKET IN FOOD
PROCESSING

First Edition, 2021

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Borrowed materials (e.g., songs, stories, poems, pictures, photos, brand names, trademarks,
etc.) included in the activity sheets 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 authors do not represent nor claim ownership over them.

Development Team of the Learners’ Activity Sheets

Developer:
Regional Validators:
Division Validators:
Grace A. Ando
Encarnacion M. Padua
Elnie Anthony P. Barcena
Annabelle G. Remonte

Marilou S. Real –PSDS Rexan T. Bolotaolo-PSDS

Herma T. Galeon-Teacher Gloryzelle Sarita-Teacher
Ervin John B. Dandoy-Teacher Ofelia B. Duarte-Teacher
Anacleto A. Larano Jr.-SH Thelma A. Odron-SH
Maria Venus L. Rallos-SH

Regional Management Team:

Division Management Team:

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WEEKLY LEARNING ACTIVITY SHEET
Food Processing 11, Quarter 1 – Week 2
RECOGNIZING AND UNDERSTANDING POTENTIAL CUSTOMER/MARKET

I. Learning Outcome

 Recognize and understand the market in Food Processing

TLE_EM11-001
 Recognize the potential customer/market in Food Processing
TLE_EM11-002

II. Learning Objectives

After going through this learning activity sheet, you are expected to:
1. identify the potential customers/market and competitors, their
products/services, needs and wants through consumer analysis
in food processing;
2. conduct consumer/market and competitors’ analysis using their
products/services, needs and wants in food processing; and
3. appreciate the importance of recognizing and understanding the
customers/market, competitors, products/services, their wants
and needs in food processing.

Key Concepts:

Performing a successful entrepreneur is perhaps one of your greatest

dreams in life. As a person, you can develop your personality and character to meet
certain business challenges and opportunities. To identify the opportunities around
you, the following questions maybe asked:
 Who will be the potential customer/market of the product?
 What do people need?
 What products and services are available in the market today? How they be
improved, made or delivered?
These questions will gradually be answered when you decide to take the first
step to start a business. You should try to develop a habit in which you can identify
opportunities.

Understanding the Customer/Market

Knowing your customer is an important component of any business.
Customer profiles are "customer types" designed to represent the typical users of a
product or service and used to help make customer oriented decisions without
confusing project scope with personal opinions.

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 Whether you're experienced in market research or just starting your food
processing business, the next steps can be a useful guide to ensure that you collect
the right information about the customer/market. Nevertheless, remember that the
food processing business differs from one product to the other in terms of its
production, its competitive landscape and its unique value offer. Among many
other factors these proposed method of data collection is adaptable:
1. Identify your target market

The first step is to determine who are your best clients. This means
collecting your demographic information, including geographical features,
spending patterns and whether you are an individual consumer or a small
business.

2. Assess your market’s spending habits and preferences

Learn how much your target market is ready to spend on your
product from there. Furthermore, try to determine the specific characteristics
that your product’s like or is potentially not in your target market.
3. Review consumption trends
Once you have learned a little more about your audience, you should
learn also about your actual product what had happened on the market. Look
at the launches of past products as well as the niche's future.
4. Project your target market
Ask yourself the size of your geographic target area and the number of
your key consumers in that region. Don't forget to think about which
competitors you are going to contend with.
5. Analyze the competition
Take a closer look on the data/information gathered after you have
identified your competitors. How successful are they? How should you market
your product like them?
6. Outline your strengths, weaknesses, opportunities and threats
This step, often called SWOT analysis which allows you to identify both
internal and external factors that can contribute to the success of your
product or potentially endanger it.

Once you have completed these research tasks, you should have a clear
picture of the customers you need to reach, the areas you should be present in and
the steps you’ll need to take to launch your product successfully.

Guide to Start Creating Customer Profiles

1. Understand your products, services, and the way they’re actually being
used
The first and most important step towards creating an accurate customer
profile is to fully understand your products, services and mission as an enterprise.

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The process is ongoing, but it is important to understand who you want your
customers to be, and how your products are designed and packaged. The best way
to meet your customers is to provide them with your business offers.
2. Get feedback from your customers
You will require a constant audience survey to get feedback on your offers and
on how you perceive your company to create the most accurate customer profile
possible.
3. Identify the customer based on demographics, psychographics, behavioral
and environmental factors, and more.
You are on the way to reach your target customers, but you must also identify
them more closely. As indicated by the title of this section, find out their interests,
sex, role, place of work, and more. The more information you can collect about your
clients, the more accurate you’ll be in winning the customer to do business with
you over the competition.
4. Keep your customer profiles up to date and consistent
Once you collect all your information, record in a database a template that is
easy to read. Please note that for each customer type the template you make
should be the same. The section on demographics, behaviours, habits,
psychographs and the social environment would be a good beginning for your
template on your clients’ profile. This allows files to be easily found and updated in
sections with little chance of error when an update needs to be made.
5. Survey your customers to gain insight on changing habits, preferences, and
interests.
Finally, but not the least, you want to examine customer habits, preferences
and interests on a quarterly basis. These changes will always be based on the
experiences of the customer and trends in the market. In addition, when your
business develops and tries something new, you also want to send a new survey.
After your company starts something, it is always important to receive that
customer feedback. This feedback will tell you what has worked, what hasn't
worked and what needs improvement.

Customer profiling is a way to create a client portrait to help you decide on

your service. With these five basic steps, your company is well on its way to
achieving that customer profile, which will help you to grow and develop your
organization.

Needs and Wants of People

Everybody has wants and needs. People have different concepts of it.
However, business needs are important things that every person in a society
cannot do without, these includes: basic commodities for consumption, clothing
and other personal belongings, shelter, sanitation and health, education and
relaxation,
Every individual has a fundamental need to live in the community with
dignity and pride. Obviously, this can help to create business ideas.

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 Wishes are desires, luxuries and extras which mean richness and lifestyle.
These are above and beyond the fundamental needs of life. Some examples of non-
essential needs include fashion accessories, shoes, travel, restaurant food, movies
and concerts, plays, luxurious autos owned, expensive jewelry, perfume, household
living and more.
People's need and desire are the basic indicators of your business, as they
can be used to measure your success. Some of the other good things you could
think in companies are people, their needs, their lifestyles, their culture and their
tradition and social orientation.

Environmental Scanning
Environmental scanning is defined as a process by which information for
tactical and strategic purposes is collected, analyzed and distributed. The
environmental scanning process means that the business environment in which a
company operates is provided with both factual and subjective information. The
environment in the community can be seen in terms of technology, politics,
economics and society. In the process of preparing and packaging your smoked
products, you, for instance, have successfully developed and adapted innovations.
People will seek changes related to their environment that have been experienced.

In order to ensure the success of your future business, you need to be

knowledgeable, especially in new innovations, with respect to this type of
development and progress of your environment. Think of something new,
authentic, reinventing existing ones and creating your new product/service version.

Learning Activities

Activity 1: Snap the Map!

Directions: In this activity, you need to study the map below and answer the
given questions. Write your answer in a separate sheet of paper.

DAANG HARI ST.

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Situation: This is the map of a community with a 2,000 population. A new
housing project will be constructed adjacent to Daang Hari St. close to
Old Molino Rd. This housing project targets the homeowners who are
young couples with two kids.

1. Who do you think are your consumers/markets?

2. Where is the most ideal location to situate your business?
3. Which products or services would appeal to your target consumers/market?
4. How would you take the most feasible business opportunity?

Activity 2: Mini Survey!

Directions: Make an analysis from the data given below. Write your answer
in a separate sheet of paper.

Age Bracket Population Needs Wants

Fruits and Hotdogs,
5 and below 5 vegetables chicken nugget
6 – 10 years old 10 Fruits and Hotdog,
vegetables Longganiza,
Ham, Bacon,
Noodle Soup
11- 20 years 50 Fruits and Barbecue
old vegetables Longganiza,
Ham, Bacon
21- 35 years 85 Fruits and Canned goods,
old vegetables Fruits and
vegetables,
smoked
fish/meat,
salted fish
36- 45 years 52 Fruits and Canned goods,
old vegetables Fruits and
vegetables,
smoked
fish/meat,
salted fish
46- 65 years 15 Fruits and Fruits and
old vegetables vegetables,
smoked
fish/meat,
salted fish
66 and above 10 Fruits and Fruits and
vegetables,

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 vegetables smoked
fish/meat,
salted fish

Activity 3: Appreciation Be Like!

Directions: Read and understand the situation below. Answer the question
and write it in your answer sheet.
Situation:
Your manager assigned you to your new assignment which is to
manage the school canteen in San Isidro National High School.
You noticed that most of the foods prepared are not sellable to
the students. Only those processed foods are sold out. With
these observations, you developed food combinations and
improved the quality of food served. Then, the usual “not
sellable” becomes “sold out”.

Question: Why it is important to recognize and understand your

customers/market, their wants and needs?
Scoring rubric to rate your responses in activities 1, 2, and 3.

Category 5 3 1
Excellent Very Good Good
Content All the essential 1-2 essential concepts 3 or more essential
concepts are are not manifested concepts are not
manifested manifested

Organization All ideas are Only 1-2 ideas are All ideas are not
substantially, substantially, logically substantially, logically
logically clearly and clearly and accurately clearly and accurately
accurately presented. presented. presented.

Reflection
Directions: Read questions and write your answer in your answer sheet.

1. How does market analysis helps you in determining your market and the
type of products/services to offer?
________________________________________________________________________
________________________________________________________________________

2. Why it is necessary to recognize and understand your competitors?

_________________________________________________________________________
_________________________________________________________________________

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Scoring Rubric
10 7 5
Category Excellent Very Good Good
Content All the essential 1-2 essential concepts 3 or more essential
concepts are are not manifested concepts are not
manifested manifested

Organization All ideas are Only 1-2 ideas are All ideas are not
substantially, substantially, logically substantially, logically
logically clearly and clearly and accurately clearly and accurately
accurately presented. presented. presented.

References:

Department of Education. Technology and Livelihood Education – Agriculture

and Fishery Arts Food (Fish) Processing Instructional Materials, Grade 9.
Pasig City: DepEd, 2014.

https://www.mnp.caenposts/6-simple-steps-to-perform-market-research-
for-food-beverage-processing-businesses

Perner, Lars 2020. Food Marketing, Consumption, and Manufacturing.

Accessed on: June 10, 2021. Retrieved from:
http://consumerpsychologist.com/food_marketing.html

Answer key

Answers may vary.

and reflection
Activity 1, 2 and 3