9

Technical-Vocational
Education (TVE)
Visual Graphic Design
Quarter 1 – Module 2:
Ennvironment and Market
TVE – ICT (Visual Graphic Design) 9
Alternative Delivery Mode
Quarter 1 – Module 2: Environment and Market
First Edition, 2020

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Published by the Department of Education - Schools Division Office of Makati City

OIC-Schools Division Superintendent: Carleen S. Sedilla CESE
OIC-Assistant Schools Division Superintendent: Brian E. Ilan EdD

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Writer: Sheila F. Casidsid

Editor: Corazon Delos Santos

Reviewer: Celedonia T. Teneza EdD

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Management Team:
Angelita S. Jalimao
Chief Education Supervisor, Curriculum Implementation Division

Neil Vincent C. Sandoval

Education Program Supervisor, LRMS

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Through the Support of the City Government of Makati (Local School Board)

Department of Education – Schools Division Office of Makati City

Office Address: Gov. Noble St., Brgy. Guadalupe Nuevo

City of Makati, Metropolitan Manila, Philippines 1212
Telefax: (632) 8882-5861 / 8882-5862
E-mail Address: makati.city@deped.gov.ph

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 What I Need to Know

Hello, Grade 9 Visual Graphics learner! This module is designed to help you fully
understand the Environment and Market (EM) and use SWOT analysis. Feel free to
explore each part and accomplish each activity at your own pace.

This module is here to guide you through this lesson. In case you were not able
to follow and understand some instances, you can always go back to that part.
Lesson 2 - Environment and Market

▪ After going through this module, you are expected to:

1. define and understand SWOT analysis;
2. compare and identify different products/services available in the market;
3. generate potential business idea based on the SWOT analysis

What I know

Multiple Choice: Read each question carefully and encircle the letter of correct
answer.
1. What do you call the individual, groups, or organization that purchase your
product or services for direct use in producing other product or for use in their
day-to-day operation?
a. Consumer market
b. Industrial market
c. Market
d. Reseller market
2. Which of the following motivate the customer’s buying decision, in terms of
product choice?
a. Behavioral B. Geographic C. Psychographic D. Socio-economic
3. What is called the integral part of your organization?
a. Strengths B. Opportunities C. Weakness D. Threat
4. Which of the following who use and buy products or service?
a. Goods B. Market C. Product D. Services
5. What do you call the desires, luxury and extravagance that signify wealth and
expensive way of living?
a. Goods B. Product C. Services D. Wants
6. What is the most important needs of a person?
a. Education B. Foods C. Gadgets D. Health
7. What is the factors that have the potential to harm an organization such as
supply chain problem, shifts in market requirements?
a. Strength B. Weakness C. Opportunities D. Threats
8. What kind of potential competitors an entrepreneur should consider when people
supply the same product as you to the same target market, example two grocery
store?
a. Direct competitor
b. DIYer
c. Indirect competitors
d. People who do nothing
9. What do you call the tangible things that are product, bought or sold then finally
consumed?
a. Goods B. Market C. Product D. Services

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 10. Which of the following are the things that an organization excel or in a way that
distinguished from competitors and the advantage of the company over the other?
a. Strength B. Weakness C. Opportunities D. Threats
11. Which of the following is the process of gathering, analyzing and dispensing
information for tactical or strategic purpose?
a. Environment
b. Environment analysis
c. Environment scanning
d. SWOT Analysis
12. What type of market which individual and households who buy good for their
consumption, example grocery item and medicine?
a. Consumer market
b. Industrial market
c. Market
d. Reseller market
13. What do you call a managerial tool used to assess the environment?
a. Environment
b. Environment analysis
c. Environment scanning
d. SWOT Analysis
14. Which type of market are the middlemen such as wholesalers and retailers, who
buy products and resell them for profit.?
a. Consumer market
b. Industrial market
c. Merchandise
d. Reseller market
15. Which of the following refer to favorable external factors that could give
organization a competitive advantage?
a. Strength B. Weakness C. Opportunities D. Threats

Lesson
Environment and Market
2

If you want to be a successful entrepreneur, besides understanding your PECs

you must need to explore economic cultural and social condition in an area. Needs and
wants of the people that are not met maybe consider as an opportunity for business.

What’s
In
Activity 1. Write your strengths and weaknesses as a student inside the circle.

Strengths Weaknesses

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 What’s New

Direction: Look for the words in the search puzzle box and mark a straight line that
matches from the given words in the box below.

Strength SWOT Consumer Goods Services

Behavioral Market Weaknesses Opportunities
Needs

N A C E D S E S S E N K A E W
E F G H I S E R V I C E S Q R
E B K L J P O L K J H G M W Q
D Z X C V B N M A S D F A E W
S E C O N S U M E R S D R L E
Q T T N M F G I O P S A K A R
A D R D S A Y U Y S D F E R T
Z C M E E R S W O T U I T O P
W R N Z N A F G J K L E P I I
S F B A E G O O D S G R O V U
X V V F R Y T T H O U T I A J
E T C S T H R H U I P Y U H K
D G X G Z E R T Y O P L T E L
O P P O R T U N I T I E S B K

What is It

Type of market:

1. The consumer market – individuals and households who buy good for their
consumption, example grocery item, medicine
2. Industrial market – individuals, groups, or organization that purchase your
product or services for direct use in producing other product or for use in their
day-to-day operation.
3. The reseller market – middlemen such as wholesalers and retailers, who buy
products and resell them for profit.

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Determine the profile potential customers
Customer profiling is a description of a customers or set of customers which
include demographic, geographic and psychographic characteristics as well as the
buying pattern, credit worthiness and purchase history.
• Demographics – name, age, gender of customer
• Socio-economic - customers highest level of education, occupation, income, and
household structure.
• Geographic – customer’s hometown, current residential address and
characteristics of neighborhood town area they live in.
• Psychographic – customer’s personality, hobbies, interest, lifestyle, and values.
• Behavioral – define motivate your customer’s buying decision, in terms of
product choice, price factor or promotion; whether the influence is external of
internal, what makes them to make purchase and why.
Needs and wants
Every one of us has our own needs and wants, however some people have
different concept of needs and wants. Needs in business are important things that every
individual cannot do without in a society

Needs are essential to an individual to live with dignity and pride in the
community, while wants are desires, luxury and extravagance that signify wealth and
expensive way of living.

Needs and wants of people are the basic indicators of the kind of business that
you may engage into because it can serve as the measure of your success. Some other
good points that you might consider in business undertakings are the kind of people,
their needs, wants, lifestyle in business tradition and social orientation that they belong.

Generating ideas for business

• examine the existing good and services

• are you satisfied with the product?
• what other people who use the product say about it
• how can it be improved?

In addition, you introduce new ways of using the product, making it more useful
and adaptable to the customers’ many needs. When you are improving the
product or enhancing it, you are doing an innovation. You can also do
an invention by introducing an entirely new product to replace the old one.
• Examine the present and future needs
• Examine how need are being satisfied
Market demand are the needs for product and services, and to satisfy these needs
is to supply the products and services that meet the demands of the market
Business or industries in the locality also have needs for goods and services.
Their needs for raw materials, maintenance, and other services such as selling
and distribution are good sources of ideas for business.
• Market – whoever will use and buy the products or service
• product- anything that can be offered to a market that might satisfy a want
or need
• goods – tangible things that are product, bought, or sold then finally
consumed
• Services – activities that other people or business for you

• Examine available resources around you

Observe what materials are available in an area. Business can start by selling
these raw materials available in an area, or by processing and manufacturing
them into a new product. Business ideas can come from you own skill, the work
and experience you have learned in you ICT Visual Graphics Design class.
• Surf the internet, read magazines news article, and other publications on new
product and techniques or advance in technology

Some of potential competitors that an entrepreneur should consider:

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 1. Direct competitors – people who supply the same product as you to the same
target market, example two groceries store
2. Indirect competitors this comes from people who offer a similar product which
will satisfy your customer’s need. A fish and chips shop and fried chicken shop
are both able to satisfy the hunger of a person.
3. DIYers the do –it-yourself people believe that they can produce the product
themselves. They do not need to spend their hard-earned money on your product
and they could also improve on the product to suit their individual need.
4. People who do nothing. A large portion of clients will view your product and
admire it but will not be encouraged to make a purchase.
5. The bargaining power of your supplier. Another potential competitor is the
supplier. They can determine the price you pay to create your product. They may
sell your products directly to the consumer.

ENVIRONMENTAL SCANNING

Environmental scanning is defined as a process of gathering, analyzing and

dispensing information for tactical or strategic purposes. The environmental scanning
process entails obtaining both factual and subjective information on the business
environments in which a company is operating.

SWOT ANALYSIS

SWOT – (Strength, Weakness, Opportunities and Threats,) analysis is a

managerial tool to assess the environment. This gathers important information which
is used in strategic planning. Strengths and weakness are internal in an organization.
It is a useful technique for understanding your Strengths and Weaknesses, and
for identifying both the Opportunities open to you and the Threats you face.
Strength are the things that your organization excel or in a way that
distinguished you from competitors, the advantage of your company has over the
other. These might be the motivation of your staff, access to certain materials or a
strong set of manufacturing processes.

Your strengths are integral part of your organization, so think about what
makes it “tick”. What do you do better than anyone else? What values drive your
business? What unique or lowest-cost resources can you draw upon that others
cannot. Identify and analyze your organization’s Unique Selling Proposition (USP) and
add this to the strengths action.

Weakness are areas where the business needs to improve to remain

competitive a weak brand, high-than average turnover, high level of debt, an
inadequate supply of chain or lack of capital. Like strength weakness are inherent
feature of your organization, so you need to focus on your people, resources, systems,
and procedures. Think about what could be improve and the sorts of practices you
should avoid.

Opportunities refer to favorable external factors that could give an

organization a competitive advantage. These are opening or chances for something
positive to happened, but you will need to claim them for yourself which usually arise
from situations outside your organization and require an eye to what might happen in
the future. Think about good opportunities you can spot immediately.

Threats refer to factors that have the potential to harm an organization, such
as supply chain problem, shifts in market requirements or a shortage of recruits. It is
important to anticipate threats and to act against them before you become a victim of
them and your growth stalls.

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 What’s More

Activity 2. Self – assessment

SWOT ANALYSIS
Direction: Answer the question on each SWOT and write your answer in the box at
the right side?

STRENGTH
What do you do well?

WEAKNESS
What are your goals?

OPPORTUNITIES
Where do you need to improve?

THREATS
What obstacles do you face?

What I have Learned

Direction: Fill in the blank. Write the correct answer on the space provided for each
item.
____________________1. These areas where the business needs to improve to remain
competitive a weak brand, high-than average turnover, high level of debt, an inadequate
supply of chain or lack of capital.
____________________2. This gathers important information which is used in strategic
planning. Strengths and weakness are internal in an organization.
____________________3. It is defined as a process of gathering, analyzing and dispensing
information for tactical or strategic purposes.
____________________4. It refers to favorable external factors that could give an
organization a competitive advantage.
____________________5. It refers to factors that have the potential to harm an
organization, such as supply chain problem, shifts in market requirements or a shortage
of recruits.

Assessment

Multiple Choice. Read the statement and choose the correct answer. Encircle the
correct answer. Do not use pencil. Erasures are not accepted.

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1. Which of the following is the process of gathering, analyzing and
dispensing information for tactical or strategic purpose?
a. Environment c. Environment scanning
b. Environment analysis d. SWOT Analysis
2. What type of market which individual and households who buy good for
their consumption, example grocery item and medicine?
a. Consumer market c. Market
b. Industrial market d. Reseller market
3. What do you call a managerial tool used to assess the environment?
a. Environment c. Environment scanning
b. Environment analysis d. SWOT Analysis
4. Which type of market are the middlemen such as wholesalers and
retailers, who buy products and resell them for profit.?
b. a. Consumer market c. Merchandise
c. Industrial market d. Reseller market
5. Which of the following refer to favorable external factors that could give
organization a competitive advantage?
a. Strength c. Opportunities
b. Weakness d. Threats
6. What are the most important needs of a person?
a. Education c. Gadgets
b. Foods d. Health
7. What are the factors that have the potential to harm an organization such as
supply chain problem, shifts in market requirements?
a. Strength c. Opportunities
b. Weakness d. Threats
8. What kind of potential competitors an entrepreneur should consider when people
supply the same product as you to the same target market, example two grocery
store?
a. Direct competitor c. Indirect competitors
b. DIYer d. People who do nothing
9. What do you call the tangible things that are product, bought or sold
then finally consumed.
a. Goods c. Product
b. Market d. Services
10. Which of the following are the things that an organization excel or in a
way that distinguished from competitors and the advantage of the
company over the other?
a. Strength c. Opportunities
b. Weakness d. Threats
11. What do you call the individual, groups, or organization that purchase your
product or services for direct use in producing other product or for use in their day-
to-day operation?
a. Consumer market c. Market
b. Industrial market d. Reseller market
12. Which of the following motivate the customer’s buying decision, in terms of
product choice?
a. Behavioral c. Psychographic
b. Geographic d. Socio-economic
13. What is called the integral part of your organization?
a. Strengths c. Weakness
b. Opportunities d. Threat
14.Which of the following who use and buy products or service?
a. Goods c. Product
b. Market d. Services

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 15.What do you call the desires, luxury and extravagance that signify wealth and
expensive way of living?
a. Goods c. Services
b. Product d. Wants

Additional Activities
As a Visual Graphic Students, you are planning to start a business on
Computer printing shop and Graphic designer what should you consider in following
the SWOT analysis

For inquiries or feedback, please write or call:

Department of Education – Schools Division Office of Makati City

Gov. Noble St., Brgy. Guadalupe Nuevo

City of Makati, Metropolitan Manila, Philippines 1212

Telefax: (632) 8882-5861 / 8882-5862

Email Address: makati.city@deped.gov.ph