KEY PLAYERS AND COMPETITORS

• competition: the rivalry between companies selling similar

products and services
• direct competitors: companies who offer the same
products and services aimed at the same target market and customer
base
MARKET SHARE
MARKET SHARE (LION’S SHARE OF THE
MARKET)
• A company's market share is its sales measured as a percentage of an industry's
total revenues. You can determine a company's market share by dividing its total
sales or revenues by the industry's total sales over a fiscal period.
• Use this measure to get a general idea of the size of a company relative to the
industry.
MARKET SHARE

•MARKET SHARE = OTHERS X UNSATISFIED DEMAND X

WILLING X ABLE
•(ALL IN %)
 Time Total Sales (in millions)
SALES 2007 198.6
FORECASTING 2008 214.9
2009 234.2
2010 353.7
2011 429.3
2012 340.8
2013 416.2
2014 451.6
2015 512.2
2016 471.2
MARKET SHARE
𝑃𝑟𝑜𝑑𝑢𝑐𝑡𝑖𝑜𝑛 𝑐𝑎𝑝𝑎𝑐𝑖𝑡𝑦
Market share=
𝑆𝑎𝑙𝑒𝑠 𝑜𝑓 𝑡ℎ𝑒 𝑖𝑛𝑑𝑢𝑠𝑡𝑟𝑦

𝑃𝑟𝑜𝑑𝑢𝑐𝑡𝑖𝑜𝑛 𝑐𝑎𝑝𝑎𝑐𝑖𝑡𝑦
Market share= 𝑇𝑜𝑡𝑎𝑙 𝑚𝑎𝑟𝑘𝑒𝑡 𝑑𝑒𝑚𝑎𝑛𝑑
DEMAND AND SUPPLY ANALYSIS
1. DEMANDESTIMATIONS
• Demand is a buyer's willingness and ability to pay a price for a
specific quantity of a good or service. Demand refers to how
much (quantity) of a product or service is desired by buyers at
various prices.

• Quantity demanded: is the amount of a product people are

willing or able to buy at a certain price.
2. SUPPLYPROJECTION
• Supply is the amount of a product per unit of time that
producers are willing to sell at various given prices when all
other factors are held constant.

• Quantity supplied: is the amount of a good that sellers are

willing to sell and are able to sell.
DEMAND & SUPPLY ANALYSIS
STRATEGIES OF MARKET GAPRESULTS
• Supply – demand = (+)
surplus stop studying and begin to search other investment
alternatives because the supply in a state of surplus.

• Supply – demand = (-)

deficit continue work on your study because the supply in
a state of deficit, which represent a chance for
investment
STRATEGIES OF MARKET GAPRESULTS
• Supply – demand = (0) market is at equilibrium state and
cannot accommodate more goods. In this case to continuing in
your studding or to look for other alternatives depends on the
entrepreneurs decision, and whether investment depends on
factors other than or only on the current demand, for example,
the strategic importance of the good, business plan
development. If the decision of entrepreneur is to invest then
you are requires immediately fined another targeted market
group of the production to be produced.
MARKETING STRATEGIES
MARKETING STRATEGIES
MARKETING
STRATEGIES
MARKETING STRATEGIES
Volume discount?
Discount card?
Loyalty card?
Airport brochure? Bus brochure?
Website?
Blog/ Vlog? Event sponsorship?
 Specific Impact in
Strategy (18-
Cost Assumption General Impact terms of People
65 y/o)
Reached
480-1,900
Php 50 / day
people/day
Facebook 3,150 - 13,300
Php 350 / week Can reach
Post Boost people/week
820,000 people
(16 miles to & 12,600 - 159,600
Php 4,200 / month (16 miles to &
from Baguio people/month
from Baguio City)
City) 151,200 -
Php 18,000 / year 1,915,200
people/year