CHAPTER 2
Market Feasibility
Tilapia is a highly versatile and profitable aquaculture species. Aside from having
a high survival rate, it also grows faster than any other fishes since it can survive in
various water condition. Consumer prefer tilapia because it’s affordable, and highly
nutritious. It is rich in protein, low in fat, and contains essential nutrients like Omega-3
fatty acids, Vitamins B12 and D, and minerals such as phosphorus, and selenium. Its
delicious flavor is what makes it a versatile ingredient in various dishes, appealing to
both home cooks and restaurant. Moreover, tilapia has fewer bones compared to other
fish that makes it easier to eat.
Target Market
Supermarkets and Grocery Stores- Supermarkets become a target market for
tilapia they cater to a wide range of consumers who prefer the convenience of buying
fresh, frozen, or processed. Households are major consumer group because tilapia is a
nutritious, budget-friendly option that can be cooked in a multiple way to suit different
tastes. The livestock industry also becomes a target market because they use fish meal
that is made from fish waste and trimmings is rich in protein source used in animal feed
for poultry, pigs, and even in aquaculture. Fish processors also target Tilapia because it
is widely farmed and steadily available that allows them to produce value-added product
such as fillets, dried fish, smoked fish, and canned good for both local and international
distribution.
Market Demand and Trends
Increasing Demand for Affordable Protein Sources– With rising meat
prices, consumers are looking for cost-effective alternatives like tilapia.
Growth of Aquaculture Industry – Governments and investors are
supporting sustainable aquaculture to meet food security needs.
Health-Conscious Consumers– More people are seeking lean protein
sources, boosting tilapia's popularity.
Market Expansion – The demand for frozen and filleted tilapia is rising.
Market expansion can be achieved by exploring new customer segments,
improving product offerings, and expanding distribution channels.
The following tables indicate the number of fish demand by the market.
The following tables indicate the fish demand in every market.
Market Demand for the 1st Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 6 2,880
15 Stalls 225 kg. 6 1,350
Street Vendors 10 Vendors 400 kg. 6 2,400
Dining\Food 10 Buyers 500 kg. 6 3,000
Processors
Whole Sales Wholes Seller 500kg 6 3,000
1
Whole Seller 2 500 kg. 6 3,000
Total 2,605 kg 6 15,630
Market Demand for the 2nd Harvest.
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 6 2,880
15 Stalls 225 kg. 6 1,350
Street Vendors 10 Vendors 400 kg. 6 2,400
Dining\Food 10 Buyers 500 kg. 6 3,000
Processors
Whole Sales Wholes Seller 500kg 6 3,000
1
Whole Seller 2 500 kg. 6 3,000
Total 2,605 kg 6 15,630
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 6 2,880
15 Stalls 225 kg. 6 1,350
Street Vendors 10 Vendors 400 kg. 6 2,400
Dining\Food 10 Buyers 500 kg. 6 3,000
Processors
Whole Sales Wholes Seller 500kg 6 3,000
1
Whole Seller 2 500 kg. 6 3,000
Total 2,605 kg 6 15,630
Market Demand for the 3rd Harvest
Market Demand for the 4th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 6 2,880
15 Stalls 225 kg. 6 1,350
Street Vendors 10 Vendors 400 kg. 6 2,400
Dining\Food 10 Buyers 500 kg. 6 3,000
Processors
Whole Sales Wholes Seller 500kg 6 3,000
1
Whole Seller 2 500 kg. 6 3,000
Total 2,605 kg 6 15,630
Market Demand for the 5th Market
Market Demand for the 6th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 5 2,400
15 Stalls 225 kg. 5 1,125
Street Vendors 10 Vendors 400 kg. 5 2,000
Dining\Food 10 Buyers 500 kg. 5 2,500
Processors
Whole Sales Wholes Seller 500kg 5 2,500
1
Whole Seller 2 500 kg. 5 2,500
Total 2,605 kg 5 13,025
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 5 2,400
15 Stalls 225 kg. 5 1,125
Street Vendors 10 Vendors 400 kg. 5 2,000
Dining\Food 10 Buyers 500 kg. 5 2,500
Processors
Whole Sales Wholes Seller 500kg 5 2,500
1
Whole Seller 2 500 kg. 5 2,500
Total 2,605 kg 5 13,025
Market Demand for the 7th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 5 2,400
15 Stalls 225 kg. 5 1,125
Street Vendors 10 Vendors 400 kg. 5 2,000
Dining\Food 10 Buyers 500 kg. 5 2,500
Processors
Whole Sales Wholes Seller 500kg 5 2,500
1
Whole Seller 2 500 kg. 5 2,500
Total 2,605 kg 5 13,025
Market Demand for the 8th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 5 2,400
15 Stalls 225 kg. 5 1,125
Street Vendors 10 Vendors 400 kg. 5 2,000
Dining\Food 10 Buyers 500 kg. 5 2,500
Processors
Whole Sales Wholes Seller 500kg 5 2,500
1
Whole Seller 2 500 kg. 5 2,500
Total 2,605 kg 5 13,025
Market Demand for the 9th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 4 1,920
15 Stalls 225 kg. 4 900
Street Vendors 10 Vendors 400 kg. 4 1,600
Dining\Food 10 Buyers 500 kg. 4 2,000
Processors
Whole Sales Wholes Seller 500kg 4 2,000
1
Whole Seller 2 500 kg. 4 2,000
Total 2,605 kg 4 10,420
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 4 1,920
15 Stalls 225 kg. 4 900
Street Vendors 10 Vendors 400 kg. 4 1,600
Dining\Food 10 Buyers 500 kg. 4 2,000
Processors
Whole Sales Wholes Seller 500kg 4 2,000
1
Whole Seller 2 500 kg. 4 2,000
Total 2,605 kg 4 10,420
Market Demand for 10th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 4 1,920
15 Stalls 225 kg. 4 900
Street Vendors 10 Vendors 400 kg. 4 1,600
Dining\Food 10 Buyers 500 kg. 4 2,000
Processors
Whole Sales Wholes Seller 500kg 4 2,000
1
Whole Seller 2 500 kg. 4 2,000
Total 2,605 kg 4 10,420
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 4 1,920
15 Stalls 225 kg. 4 900
Street Vendors 10 Vendors 400 kg. 4 1,600
Dining\Food 10 Buyers 500 kg. 4 2,000
Processors
Whole Sales Wholes Seller 500kg 4 2,000
1
Whole Seller 2 500 kg. 4 2,000
Total 2,605 kg 4 10,420
Market Demand for the 11th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 4 1,920
15 Stalls 225 kg. 4 900
Street Vendors 10 Vendors 400 kg. 4 1,600
Dining\Food 10 Buyers 500 kg. 4 2,000
Processors
Whole Sales Wholes Seller 500kg 4 2,000
1
Whole Seller 2 500 kg. 4 2,000
Total 2,605 kg 4 10,420
Market Demand for the 12th Harvest
Market Specification Quantity Number of Fish Total Fish Sold
(Kg.) (per Kg.)
Super Market 24 Stalls 480 kg. 4 1,920
15 Stalls 225 kg. 4 900
Street Vendors 10 Vendors 400 kg. 4 1,600
Dining\Food 10 Buyers 500 kg. 4 2,000
Processors
Whole Sales Wholes Seller 500kg 4 2,000
1
Whole Seller 2 500 kg. 4 2,000
Total 2,605 kg 4 10,420
The market demand for tilapia shows a strong initial demand but gradually declines
across later harvests. Early harvests experience higher demand, with 6 fish per kg,
while later harvests drop to 4 fish per kg, indicating potential shifts in consumer
preferences, supply fluctuations, or changes in fish size.
Market Quantity Number of Fish
(per grams)
st
1 Harvest Fish Farmers 5,000 grams 500
Agricultural 5,000 grams 500
Cooperatives
Commercial Fish Farms 5,000 grams 500
Total 15,000 grams 1,500 grams
2nd Harvest Fish Farmers 5,000 grams 500
Agricultural 5,000 grams 500
Cooperatives
Commercial Fish Farms 5,000 grams 500
Total 15,000 grams 1,500 grams
3rd Harvest Fish Farmers 5,000 grams 500
Agricultural 5,000 grams 500
Cooperatives
Commercial Fish Farms 5,000 grams 500
Total 15,000 grams 1,500 grams
The table below shows the estimated demand of Tilapia Fingerlings.
The market demand for tilapia fingerlings remains strong across multiple harvests,
driven by consistent demand from fish farmers, agricultural cooperatives, and
commercial fish farms. Each harvest cycle reflects a steady requirement of 15,000
grams (1,500 fingerlings), indicating a reliable and predictable market. This sustained
demand suggests that investing in tilapia fingerling production can be a profitable
venture, especially when targeting key buyers such as commercial fish farms and
cooperatives.
Competitive Analysis
Tilapia competes with other farmed fish like catfish, milkfish (bangus), and
pangasius. Additionally, wild-caught fish and imported seafood offer alternatives for
consumers. Tilapia's rapid growth, low production costs, and adaptability give it an edge
over competitors. Unlike milkfish, it has a less distinct flavor, making it more appealing
to international markets. Compared to other fishes, tilapia is often perceived as a
healthier option due to its farming practices and better nutritional profile. To dominate
the market, tilapia farmers should focus on sustainable farming practices, high-quality
feed, and disease control. Strengthening supply chains and investing in branding can
improve consumer trust.
By integrating SWOT analysis into competitive analysis, businesses can develop
strategic plans to capitalize on market opportunities, mitigate risks, and improve overall
performance. This structured approach enables organizations to stay ahead in dynamic
industries by making data-driven decisions and adapting to changing market conditions.
The table below shows the SWOT analysis of Tilapia.
Strengths Weaknesses
Affordable source of protein Perceived as lower-quality fish compared
to other species
Fast growth rate and high yield Susceptible to diseases if not properly
managed
Adaptable to various farming conditions Requires warm water, limiting production
in colder regions
Mild taste appeals to a wide range of Dependence on aquafeed, which can be
consumers costly
Mild taste appeals to a wide range of Environmental concerns if not farmed
consumers sustainably
Opportunities Threats
Growing demand for affordable and lean Competition from other fish like salmon,
protein catfish, and pangasius
Expansion into value-added products Market price fluctuations affecting
(fillets, frozen, ready-to-cook) profitability
Increasing health-conscious consumers Risk of disease outbreaks impacting
looking for lean fish supply
Potential for export and international Environmental regulations and
market expansion sustainability concerns
Advances in sustainable and cost- Climate change affecting water
effective aquafeed solutions temperatures and production
Pricing Strategy
Tilapia is priced competitively to ensure affordability while maintaining
profitability. The cost of fingerlings ranges from ₱1 to ₱2 per piece, making it accessible
for small-scale and commercial fish farmers looking to expand their production.
Meanwhile, live tilapia is sold at approximately ₱180 per kilogram, which is a
reasonable price that balances consumer affordability and farmer profitability. This
pricing strategy allows tilapia to remain a preferred choice over other fish varieties, as it
provides a cost-effective yet nutritious protein source.
Tilapia's affordability makes it an attractive option for both consumers and businesses.
Keeping prices competitive ensures steady demand and market expansion. Bulk pricing
for wholesalers and partnerships with retailers can further strengthen its market
position. A balance between affordability and profitability is crucial for sustainable
growth.
Marketing Strategy
1. Direct Farm Sales - Selling directly to local markets, restaurants, and
consumers reduces middleman costs and increases profit margins.
2. Partnerships - Collaborating with supermarkets, seafood distributors, and
restaurants ensures a steady demand for tilapia.
3. Social Media Marketing - Utilizing platforms like Facebook, Instagram, and
TikTok for promotions, cooking tutorials, and farm updates can attract more
buyers.
4. Value- Added Products - Offering pre-packaged fillets, smoked tilapia, and
marinated options can tap into premium markets.
5. Online Marketplaces - Selling through e-commerce platforms and food delivery
apps can expand reach and attract digital-savvy consumers.
Tilapia farming is a highly feasible and profitable venture due to its affordability,
fast growth rate, and strong market demand. With the right strategies in pricing,
marketing, and production, tilapia can maintain its competitive edge and continue to
be a top choice for consumers and businesses worldwide. By leveraging
partnerships, online sales, and value-added products, tilapia producers can ensure
long-term success in the aquaculture industry.
