III.

MARKET ANALYSIS

A. Demographics and Segmentation

Age Students

Income Level Staff Members

Location Gender

Taste Sexuality

The company will operate on the National University-Clark campus, which has an estimated 2,500
students, including staff members. The market has a large number of medium-value consumers,
which can assist the company in meeting its objectives and remaining profitable. The company
plans to expand its target market beyond senior high school and college students, aiming to provide
its products to people aged 13 to 50, those with employment backgrounds, and people of all
genders, sexualities, and ethnicities. Given that, depending on their preferences, not all students
and staff members would purchase the product offered. Cassava chips are the main offering of
Cassava in Chips, and with that, the student entrepreneurs established that Cassava in Chips will
launch at the National University of Clark. It was taken into account when choosing, deciding, and
coming up with the location, especially if it provides access to consumers, improves visibility, and
does things that would satisfy the needs and wants of the students and NU-Clark staff members.
The snack we are offering, cassava chips, can be purchased by anyone, regardless of
demographics, psychographics, or other market segmentation factors.

B. Target Market
A wide range of people will be the focus of Cassava In Chips, particularly N.U Clark students.
Anyone with access to our Booth or website will be able to buy our products. However, Our target
market will be College and High School students who are often on the lookout for affordable and
convenient snack options that can satisfy their cravings in between classes or during study
sessions. Additionally, those snack enthusiasts individuals who enjoy trying new and unique snacks.
By offering a flavorful and crispy alternative to regular potato chips, cassava chips can appeal to
those looking for diverse snacking options.

C. Market Need
The market for cassava chips is growing due to increasing demand for healthier snack options and
the popularity of gluten-free products. Furthermore, cassava chips are appealing to consumers
because they are a gluten-free alternative to traditional potato chips. As a result, the market needs
for the cassava chips business include: 1. Developing a variety of flavors to cater to different
consumer preferences 2. Ensuring consistent quality to build trust and loyalty among customers 3.
Expanding distribution channels to reach a wider customer base 4. Improving packaging and
branding to enhance the product's visual appeal and stand out on store shelves 5. Conducting
market research to identify target consumers and their preferences 6. Conducting promotions and
marketing campaigns to increase awareness and drive sales 7. Investing in research and
development to innovate and create new cassava chip products that meet emerging consumer
trends and preferences. By addressing these market needs, cassava chips businesses can position
themselves for success in a competitive market and meet the growing demand for healthier snack
options.

D. Competition
One of our competitors is the Cagapa Cassava Chips, a group of farmers, housewives, and
unemployed adults who initially had 14 members and got together in June 2014 with the aim of
improving the financial situation of each of their different families. Teenagers and adults are primarily
their target market. Prices for their 350 grams of Cagapa Cassava Chips start at 175 pesos.
Cassava chips that are nutritious, crunchy, and delicious, CAGAPA began processing cassava
chips in Dapitan City, Philippines, in June 2014. Today, Cagapa is the top producer of cassava
chips in the country. Evidently, it increased the number of jobs and business prospects available to
Dapitanon and the residents of ZAMBOANGA del Norte, empowering all MSMEs organizations
there as well as in nearby cities across the region. CAGAPA promotes a healthy lifestyle while
providing a high-quality, inexpensive snack meal. Additionally, the Happy Eats Corporation, the
creators of Stip's Chips, a foodie couple's original and spicy version of crispy homemade salted egg
chips produced with potato and fish skin. They are FDA and Halal-approved, and their products are
guilt-free and gluten-free. The starting price for 60 grams of Stip's Chips is Php 132 and Php 356
for 200 grams. The greatest salted egg potato, cassava, and fish skin in the Philippines are made
by Stip's Chips. Crispy, creamy, delicious, and non-greasy salted egg bliss. Everyone is their target
audience, but primarily teenagers and adults. Furthermore, more than 50,000 farmers from the
North Dakota Farmers Union and other American family farmers collectively own Founding
Farmers, an upscale-casual restaurant in the United States. Their products are produced entirely
of actual veggies, and are vegan, gluten-free, and cholesterol-free. The starting price for 50 grams
is Php 79. They come in a variety of tastes, including Roasted Shelled Edamame, Okra, Shiitake,
and Veggie. Since they are a farmer-owned firm, their business strategy aims to increase the
percentage of food dollars that go to American family farmers.

E. Barriers to Entry
Economies of Scale: Established companies often have cost advantages due to their scale of
operations, making it challenging for new entrants to compete on price.

Brand Loyalty: Strong customer loyalty to existing brands can make it difficult for new businesses
to gain a foothold in the market.

Network Effects: Some industries rely on network effects, where a product or service becomes more
valuable as more people use it. Breaking into such markets can be tough.

Market Knowledge: Entering a market may require extensive knowledge about customer
preferences, industry trends, and local nuances.

Supplier Power: A lack of reliable suppliers or dependence on a single supplier can hinder new
businesses.

Understanding and addressing these barriers is crucial for entrepreneurs and companies looking to
enter competitive markets.