MARKET

STUDY
 Chapter 1

Marketing Aspect

INTRODUCTION

A market study is an essential component of every business. It is where we collect data

to determine our product's market potential and to identify any weaknesses to ensure that we take

necessary measures. As we carry out our business, conducting market study will help us to be

able to devise and implement strategies that will assist our business to draw customers and stay

competitive. This aspect will enable us to be knowledgeable in understanding our goods, the

precise delivery of our product, its price, and for us to make efficient use of the resources to

prevent losses and provide good quality of our product.

Chicken eggs are regarded as one of the most extensive ingredients that is used for most

recipes that we know today. This is due to their natural binding capabilities that hold other

ingredients together. From baking cakes, cookies, and pancakes, to coating foods with crumbs

and flour, eggs are a common ingredient that is undeniably an essential component for almost all

recipes. Given the broad-ranging use of eggs, its potential as a business is immensely vast. As

the population increases, the demand for eggs also increases.

With this, the market feasibility study offers a detailed analysis of how the agricultural

industry is being managed and operated. This includes purchasing chickens, feeds, and materials

needed to start a poultry business. Additionally, their processes and procedures and their course

of action in terms of losses are examined. The basis for the price of each egg will also be

investigated together with the estimated cost per egg to identify their profit. Subsequently, the
gathered particulars and information will ensure an improved and refined chicken layer poultry

business.

THE PRODUCT

Chicken layer poultry farming means raising egg-laying poultry birds for the purpose of

producing commercial eggs. A special kind of hen, layer chicks must be raised and developed

from the moment they hatch from the egg. Hens begin laying eggs when they are 18–19 weeks

old.

Pristine Farm is a chicken layer poultry that will be offering premium eggs in an

environment that sets hygienic practices cleanliness, and optimum living conditions suitable for

chickens that lay eggs which results in the production of high-quality, clean, and fresh from the

farm eggs.

The proponents named the business "Pristine Farm". It produces a good quality of eggs

which is a great source of protein needed for our daily diet. The business will be raising white

leghorn hens which can produce eggs with an average of 280- 300 eggs per year. The Pristine

Farm also provides four different variety of sizes of eggs namely small, medium, large, and

extra-large at an affordable price while maintaining its quality.

BENEFITS OF THE PRODUCT

There are numerous benefits associated with chicken eggs. Eggs are rich in vitamin D, a

good source of iron, iodine, phosphorus, B12, E, omega 3-s, and B5 vitamins, all of which are

necessary for a healthy, and balanced diet. It can also enhance the cholesterol level. Eggs are an

inexpensive, readily available, and easily digested source of high-quality protein, which is the

building block of life and necessary for the strength and repair of muscle and tissue as well as

important vitamins and minerals, which makes them a perfect dietary option.

Chicken eggs have unique properties because they can help bind ingredients giving

stability and firmness to baked goods such as cakes, breads, and cookies. However, it is not only

used for human consumption but also for fertilizer and even for facial cleansers and hair masks.

TARGET MARKET

The target market of Pristine Farm will be focusing on egg vendors of Barangay Ermita,

Cebu City specifically in Carbon Market. The market is the center of trading and is the largest

public market in the city. The majority of people mainly purchase eggs at Carbon Market for

their household needs, while others buy them in bulk for their business such as a sari-sari store,
and restaurants. Additionally, given that eggs can be utilized in practically everything, our target

market includes bakeries nearby.

GEOGRAPHICAL AREA OF DISPERSION

Figure 1: Business Location

Pristine Farm will be located at Purok 5, Buhing-tubig, Pinamungajan, Cebu. As you can

see above, the location is easily accessible along the road and is ideally situated in an area away

from residential housing. This is because chickens are naturally attracted by the pests. To prevent

potential legal issues that could harm the business and to maintain a clean and healthy
environment for nearby residents, we chose this location. The lot will be rented monthly basis.

One of the key benefits of this location is the presence of a water well which will help reduce the

water expenses.

MARKET DESCRIPTION

The scope market distribution will be in Cebu City, where our connections are currently

located. Also, the market is chosen after careful consideration such as prices, income, and

demand. Due to high demand and limited egg supply in the city, products from nearby province

like Pinamungajan, Cebu command premium prices. Therefore, selling to a wider audience can

increase our production volume, leading to an increase in overall income. For now, we will just

first focus on Cebu City, but as soon as our production and business grow, we strive to expand

our scope market.

SURVEY RESULT
SOLUTION FOR FINDING THE NUMBER OF RESPONDENTS

The proponents used the Slovene Formula to determine the needed number of respondents.

n= N / (1+Ne²)

Where:

N = the number of people who qualify in the area of study

e = margin of error which is 5%

n = number of needed respondents

Solution:

n = p / 1 + (p) (0.05) ²

= p/ 1 + (p x 0.0025)

= p/ 1 + p

= p/ 112.7275

n = x respondents
CONSOLIDATED SURVEY RESULTS AND INTERPRETATIONS
HISTORICAL DEMANDS
PROJECTED DEMAND
PROJECTED SUPPLY
DEMAND-SUPPLY ANALYSIS
PRICE STUDY

Pricing study help businesses decide on the best pricing plan to increase market share,

profit, or revenue. By determining the price point at which consumers are willing to pay for a

product, Furthermore, pricing research assists businesses in finding ways to increase profits and

sales by making calculated price changes. This will provide an understanding of the buying

habits of consumers which includes both price-tolerant and price-sensitive customers.

A product's pricing is mostly determined by the dynamics of supply and demand in the

market. Additionally, pricing is also determined by taking into account the prices of direct

competitors as well as the customer's capability. Pristine Fresh Egg offers an affordable price

that is profitable for the company as well as economically feasible for customers in order to

determine the right price for the egg.

Pristine Fresh Egg aims to establish a pricing strategy that not only meets the economic

realities of the local market but also ensures that our eggs are both accessible and of top-notch

quality for consumers in Cebu City.

Marketing Program

1. Product

Pristine Fresh Eggs, as the name implies, offers fresh eggs produced under

conditions that promote cleanliness, hygiene, and an optimal environment for egg-laying

hens, resulting in high-quality, uncontaminated eggs. The eggs are frequently housed in

regulated surroundings such as farms or backyards to ensure their health and maximize

egg production.

2. Price

We offer an affordable price and give discounts to our loyal customers.

3. Place

Pristine Fresh Eggs is in Purok 5, Buhing Tubig, Pinamungajan, Cebu, and is

easily accessible to our valued customers. Pristine Fresh Eggs is known not only for its

convenience but also for its peaceful surroundings, which provide our customers with a

nice and fresh environment to visit while enjoying our farm-fresh goods.

4. Promotion

Pristine Fresh Eggs uses a variety of promotional elements, including:

Personal Selling: To attract customers and spread the good scent of our business, we

displayed and plastered our eggs. We also have our employees to assist our valued customers

and make them more comfortable while purchasing the product.

 Social Networks: Pristine Fresh Eggs will connect to Facebook and Instagram; these

social media platforms allow our company to be known and communicate with clients through

the internet and will share high-quality images and engaging content about our poultry products,

farming practices, and behind-the-scenes looks. This will help us to bring more customers into

our store and have a successful, growing business.