SAN MATEO MUNICIPAL

COLLEGE
Gen. Luna St. Guitnang bayan
I, San Mateo, Rizal.
Tel. No. 997-9070
www.smmc.edu.ph

MAHIWAGA CANDLE

A Feasibility Study

Presented to the

Faculty of College of Business and Accountancy

San Mateo Municipal College

BSBA FM

DECEMBER 2022
 Table of Contents

TITLE PAGE

CHAPTER 2

Marketing Aspect………………………………………...………………………..…9

A. Objectives…………………………………………………….……………..…9

B. Industry Analysis…………………………………………………………..9-10

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Competitor Analysis………………………………………………….………10

C. SWOT Analysis…………………………………………………………..11-12

D. Analysis of Survey Questionnaire………………………………………..12-18

E. Market Description……………………………………………….……….....19

F. Target Market Segmentation……………………………………………..19-22

Demand Analysis……………………………………………….………..22-29

Supply Analysis ……………………………………………….…………30-34

Demand and Supply Gap Analysis…………………………….…………34-38

Market Share Analysis………………………………………..………….37-38

Projected Sales……………………………………………...……………39-41

G. Marketing Program…………………………………………………………..42

Product Strategy………………………………………………………….…..42

Pricing Strategy…………………………………………………….……..42-49

Place Strategy………………………………………………………………...50

Promotion Strategy……………………………………………………….51-53

Process…………………………………………………………………....…..53

Physical Evidence……………………………………………………....……54

People…………………………………………………………………..…54-55

Positioning…………………….………………………………………….55-56

H. Marketing and Selling Expense…………………………………………..56-57

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 CHAPTER 2

MARKETING ASPECT

Marketing aspects will cover the following: Objectives, Industry Analysis,

SWOT Analysis, Analysis of Survey Results and Recommendations, Market
Description, Marketing Program, and Marketing and Selling Expenses Schedule.

To deliver exceptional service to its customers, the proponent of this business

must possess the necessary creativity. The primary goal of the recommended business
should be to meet the requirements and desires of its customers or target market.

A. Objectives

The marketing aspect will show the following objectives:

1. To determine the market share that our business will achieve by analyzing
demand for our product using demand and supply analysis.
2. Through a market survey, we were able to determine the characteristics of our
target market, its market segmentation, and market acceptability; and
3. To determine the marketing strategies to be applied to our proposed business
to promote and make it profitable.

B. Industry Analysis
Candles have recently become a popular feature of home decor, inspiring the
development of new techniques and materials. They're commonly utilized to create a
quiet, romantic atmosphere, and they're prized for their calming impact. The market is
highly competitive and characterized by the presence of a large number of
international and regional players in the market. It has witnessed increased
competition between vendors based on the pricing model, technology differentiation,
brand name, quality of service, price differentiation, and technical expertise.

In the modern era of electric lights, candles have almost lost their function as a
source of light. However, candles have re-emerged as popular home décor and are
being increasingly used in the home for therapeutic and relaxing effects. Further, the
launch of multiple fragrances of the candle is helping candles to vie more space in
home décor

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and air-freshening store shelves. The demand for scented candles has showcased and
upward in recent years on account of the growing willingness of consumers to
increases the hominess of the room. Candle Market size was valued at USD 7,162.83
Million in 2020 and is projected to reach USD 10,656.05 Million by 2028, growing at
a CAGR (Compound Annual Growth Rate) of 5.26% from 2021 to 2028.

The growing demand for organic and eco-friendly candles, also called green
candles, has led to manufacturers increasingly diversifying into products made of
materials like bee wax and soy wax instead of paraffin.

As the candle gained popularity, we entrepreneurs devised the idea of starting

our own unique candle business that sells both regular and premium candles. Adding
variety of goods to the product we offer will help be on par with our competitors in the
highly competitive market of the candle industry while utilizing the marketing tools to
promote the business and increase brand awareness.

Competitor Analysis

Direct competitor is defined as business that sell the same or similar products to the
same customers through the same distribution channels as you. Mahiwaga candle
competitors are those business who sells the same products as them. The direct
competitors offer similar candle such as ordinary candle. Head-to-head competition is
intense for rivalry, but it also offers a wider range of options and choices. To set the
company apart from the competition, the most profitable strategy is to offer a one-ofa-
kind service and product. Using of creative strategies can be an advantage to
competitors that includes an outstanding visual design on candles, having a one-of-
akind candle style, offering a regular candle with scents, and using promotional tactics
such as social media posting.

1. Anabelle Store – New #169 General Luna St. corner m. Cristi St. Ampid II,
San Mateo, Rizal
2. Alyanna Store- Miguel Cristy St. Paraiso Ampid II, San Mateo, Rizal

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 C. SWOT Analysis

This is a qualitative analysis of the potential of Mahiwaga Candle as a start-up

business organization. This includes an evaluation of its competitiveness in the
pursued industry.

Figure 4. SWOT Analysis

The business has its own competitive edge over other businesses because of its
uniqueness in shapes, scents, long-lasting, and pricing compared to others. One of the
advantages that the researchers made is they choose a location wherein huge numbers
of people are there, and it is in Brgy. Guitnang Bayan 1, San Mateo, Rizal. It is also
near SM San Mateo wherein people are coming in and out. Mahiwaga candle also
offered a unique kind of regular candle that has a scent and can last longer than other
regular candle.

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 Weaknesses are Mahiwaga sells a unique regular candle and premium candle
that is sold at a lower price. Consumers might view the product’s price as too
expensive because of its uniqueness in physical appearance. Customers buy regular
and premium candles because they want them, not just because they need them. The
decision to buy is entirely based on discretionary spending and economic trends that
have a significant effect on the percentage of earnings that will be discretionary. Also,
candle is not a necessity but because we are seasonal, we are able to supply and sell a
large amount of candle during holidays like all soul’s day and holy week.

As the opportunities Mahiwaga Candle owners could use their knowledge and
previous research on making candle products to develop a new style and design. Also,
the owners have the potential to expand their market beyond individual consumers to
include consumers who buy for their small businesses as well as larger industry
sellers.

One of the most obvious threats is that there are other brands that sell candles
for far less price. There is also a threat when it comes to pricing the product due to
inflation.

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