CHAPTER II.

THE MARKETING ASPECT

Objectives In marketing Aspect

In essence, the marketing strategy's path must be determined by the goals of the

marketing aspect, which must be aligned with the broader business goals. The

researchers' goals or objectives for the Litratista Studio business are as follows.

Product/Services - Provides excellent service and entertainment for families and friends

at reasonable prices.

Price - To increase sales, consider the primary pricing-influencing factors when

determining the appropriate price within your customer's acceptable range.

Place- To enter another market or commercial environment.

Promotion- Recognize additional sources of revenue and advantageous growth

opportunities in promoting in Carmona, Cavite by utilizing social media platforms.

INDUSTRY ANALYSIS

Industry analysis

a. business location analysis

Walter Mart, Verdant Square, and Carmona National High School are all within walking

distance of the space that Litratista Studio will rent. It is located in Jabeztech Bldg.

Macaria Business Center, Brgy. Mabuhay Carmona, Cavite.

b. Opportunity and threats analysis

OPPORTUNITIES

Opportunities can be found in the services provided by the Litrarista Studio. Because

there are few competitors in the area, our target market attracts a broader and wider

target consumer audience, allowing us to provide special offers to them.

THREATS

One of the many threats to the service business is that the big competitors have already

built the same services that Litrarista Studio provides. It is one of many threats to the

service industry. Furthermore, a change in laws or regulations enacted by the

government or a regulatory body may increase a firm's operating costs and reduce the

attractiveness of an investment, which can be viewed as a threat to our business's

success.

ENVIRONMENT ANALYSIS

Demographic Environment

This is a diverse trait that can be used to determine customer service preferences. So,

in our business, we'll use this factor to determine who our target market will be and how

large the population we'll need to serve. Also, the people's income, if they can afford to

use our services. Carmona, Cavite, has a population of 106,256 people. This factor will

assist business partners in maximizing sales and profit.

Economic Environmental

The Economic Environment is primarily influenced by the market's supply and demand

forces. Business partners associate this with one of the survey questions used to

generate the Demand Curve and the Supply Curve. It was solved to identify the

connections between the costs and the quantity demanded and supplied by the

business.

Natural Environmental

Natural resources are among the most commonly used in the production of goods in

business, and the presence of natural resources in a region is a major factor in

determining business activity. The environment has a significant impact on our business

by inspiring us to purchase a high-quality camera, good lighting, computers, and so on.

Technological Environmental

Many people today think that technology is a much broader concept than it is. It is the

application of knowledge to the world that enables people to control or change their

environment. External technological factors have a huge impact on business operations

and influence how a company's methods and processes are carried out. Because of

changes in the technological environment, a company's operational strategy may

change. So, in order to run our photography service business, we use a technological

medium called online advertisements. To promote our photography service, we will set

up a Facebook page. Make an Instagram account to post photos of our customers who
have photographed our business. We can also create a Tiktok account because there

are more Tiktok users nowadays, and we want to make a video about our business to

attract them to visit our studio. Continuously develop our service by enhancing it with

newly developed technologies.

Political Environmental

A certain small business is governed by a variety of state and local laws and regulations

concerning employment, intellectual property, insurance, and other issues. The Tax

Reform Act of 1997 (Republic Act No. 8424), which clarified the national internal

revenue code (NIRC), has been the law that governs national taxation in the Philippines

and gives the Bureau of Internal Revenue (BIR) the authority and responsibility to

assess and collect national internal revenue taxes in the country. Under this relation,

our company is required to pay taxes on a regular basis at the appropriate rates.

Legal Environmental

Partners are also responsible for fairly paying all employees and ensuring their safety in

the workplace that an entrepreneur runs. Our employees will receive the benefits that

they require, such as SSS, Philhealth, pag-ibig, 13th month, and other benefits that they

are entitled to. Partners in the business ensure that the company goes through a legal

process before taking responsibility for the needs and desires of the customers.
MARKET ANALYSIS

Demand Conditions:
Household population in Carmona 114,578
Population who are not qualified as consumers (23%) 26,189
Net Potential Market 88,389
Multiply: Average amount spent of buyers P 500
Monthly spending P 44,194,500
Multiply: Annual buying frequency 20
Annual spending P883,890,000
Divide: Proposed average price P 62.5
Annual Demand 14,142,240 units

Supply Conditions:
Estimated Monthly Sales P 120,000
Multiply: Months in a year 12
Annual Sales P 1,440,000
Multiply: Number of competitors in the same location 5
Annual supply in pesos P 7,200,000
Divide: Average price of products based on survey of supplier’s 17
opinion
Annual Supply 423,529.412 units

Measurement of Demand and Supply Quantum:

Annual demand 14,142.240
Less: Annual supply 423,529.412
Demand and supply gap 13,718,710 units

Based on the Demand and Supply gap of 13,718,710 and the location of the business,

the assurance that the business will be feasible to open and serve the consumers with

delight will be provided.

THE MARKETING PROGRAM

Proposed Target Market- Litarista Studio target market is both teens and adult, with the

goal to providing excellent and quality photo-shot.

Product Strategy – Our company's logo incorporates the color brown into a camera

logo, as well as our name within the logo. The distinction that we have discovered in our

service is that we offer packages that will meet our consumers' budgets. We do not limit

their capacity to the highest price, but what we offer will meet their standards based on

the package that they will be acquiring. Our company aims to capture their happy

moments with their barkada, family, and even loved ones.

Price strategy- Litarista Studio's pricing strategy stems from competitor benchmarking.

After comparing the packages that our competitors have, we have decided to create

affordable packages that our studio will offer to customers when it begins to operate.

Here are the packages that Litratista Studio will be offering.

Set A. Barkada Package – (200.00). Package includes 5pax. Free choosing of

backdrops. Photo will last 5mins. Includes 2 photocopy and free sending via email.

Set B. Family/Couple Package.- (350.00). This package allows 2 to 10 people inside the

studio. The photo-taking will last 5 minutes and free choosing of backdrops. 5

photocopies (plus an additional copy for 50 pesos) and free sending of softcopy.
Set C. Themed photo-shoot – (500-1,000). Perfect for baby photo-shoot, prenup and

other themed. Free choosing of backdrops accomodated with the props and more.

Taking shot will lasts for 20minutes. 8 photocopy and free sending of softcopy via email.

Place Strategy – Litratista Studio will be located beside Waltermart, at the back of

McDo, Verdant Square, Carmona Hospital, and close to Carmona National High School.

We base our decision on the number of people who gather there and how accessible it

is due to its proximity to the highway, and we see it as an opportunity to establish our

business in this location.

Promotions Strategy – Litratista Studio's promotion strategy will be implemented through

the use of tarpaulins that will be displayed near the studio's location as well as in the

neighboring barangay. Aside from tarpaulins, another promotion strategy in mind for our

business is the distribution of fliers in nearby schools, malls, and other areas where

most people gather. And once the business has begun to grow over the next 5–10

years, we will consider making an advertisement or placing promotional ads online.

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Figure 1. Age

Based on the Chart 80.2% belongs to the age bracket of 21-25 years old and the 19.8

% are belong to the age below of 15-20 years old. In this it implies that our target

respondents are mostly aged between 21-25 years of age.

Figure 2. Gender
The number of respondents of female are 57.1% and the number male which is 42.9%
 Figure 3. Occupation

According to the chart above, the highest occupation classification is student (57%),

followed by private employee (24%), self-employed/business owner (13%), and

government employee (6%).

Figure 3. Address

The highest barangay, that answered the survey form is in the Barangay Lantic and

followed by Cabilang Baybay.

 Figure 4. Monthly Salary/ Income

Base on the Chart above 58.5% has the salary or income in below of 10k and 41.5%

have answered for 11-20k monthly salary

Figure 5. I’am familiar with the concept of

self portrait studio

In this question of the familiarity of respondents in self portrait photography 75% has agree and

14% are strongly agree and the other is 10% of neutral. In this we proved that our target

respondent is familiar or have an idea with the concept of self portrait studio
 Figure 6. I have tried availing service from a self-portrait studio. Like Wacky Studio, Korean
Self-Portrait Studio, Atomsstudio, Pixel lab and others.

In terms of respondents if they already have tried availing services from other self portrait
studios 42% has disagree they have not tries its services, 32% had agree they already has tried
its services, 14% is neutral and 8% has answer for strongly agree.

Figure 7. I find self portrait studio different from regular studios that can be found in
Carmona, Cavite

51% has agree establishing self portrait studio is different from can be found in Carmona, 26%

also strongly agree, 14% is neutral and also 7% has disagree.

 Figure 8. I have tried availing its services with my friends and families

42.4% Disagree they do not have tried it with their fiends and families, while 28.3% agree,

12.1% has also strongly agree and 11.1% is neutral.

Figure 9. Establishing a self-portrait studio will be convenience in the people living in

Carmona, Cavite
5454

54% agree that it will establishing self portrait will be convenience in the people living in

Carmona, 33% also vote for strongly agree, and 10% voted for neutral
 Figure 10. The ambiance of the studio has influenced my interest

In this question 52% agree that the ambiance can influenced their interest in a studio, 34% also

strongly agree, and 10% of neutral

Figure 11. I’am willing to spend for the set packages included in Self-portrait Studio

In spending of the set of packages 54.6% agree to spend and 23.7% also strongly agree for
this, and 18.6% is neutral they are in the average of spending or not.
 Figure 12. Set A. Barkada Package - 200.00. Package includes 5pax. Free choosing of backdrops.
Photo will last 5mins. Includes 2 photocopy and free sending via email.

For the Set A Package, 66.3% agree in spending for the package, 18.45 of strongly agree and

a 14.3% of neutral in the average of spending for package or not.

Figure 13. Set B. Family/Couple Package.- 350.00. This package allows 2 to 10 people
inside the studio. The photo-taking will last 5 minutes and free choosing of backdrops. 5
photocopies (plus an additional copy for 50 pesos) and free sending of softcopy.

In the Set B Package, 66.7% agree in spending for the package, 18.2% of strongly agree and
a 13.1% of neutral in the average of spending for package or not.
 Figure 14. Set C. Themed photo-shoot - 500-1,000. Perfect for baby photo-shoot, prenup and other
themed. Free choosing of backdrops accommodated with the props and more. Taking shot will lasts
for 20minutes. 8 photocopy and free sending of softcopy via email.

In the last package of Set C, 68.7% agree in spending for the package, 18.2% of strongly
agree and a 10.1% of neutral in the average of spending for package or not.