It's your plan--and every plan is

different--so you need to know

as much as you can about your
potential market.
GETTING THE INFORMATION
The information sources that will help
you conduct a market analysis are
different for every business plan. For
example, you might need local
information you can get
from your local chamber of commerce.
The following are the sources of data or information that could help
us track down information on our potential target market:
1. The Philippine Statistics Authority – for information on population, housing, industry
and trade.
2. The Land Transportation Office – for records of vehicles, cars, trucks, motorcycle, jeeps
and the like.
3. The Department of Education and its regional offices, and schools, colleges, and
universities (public and private) – for enrolment and graduate records.
4. The Supreme Court and all lower courts or justice – for records of judicial cases are
kept.
5. All police agencies and offices – for records of criminal cases
6. The Securities and Exchange Commission – for all trade, industrial and commercial
establishments and other organizations, profit or non-profit records.
7. All other departments, offices and entities of the government and private organizations,
entities or offices – where different kinds and classes of data and information are
registered.
MARKET IDENTIFICATION
Market identification is a strategic marketing approach and process that
is intended to define the specific customer of the product. There are
three strategic marketing approaches that will assist the entrepreneur in
defining the specific market of the product.

•The strategy of cost domination.

•The differentiation strategy (Market segmentation)
•The focus strategy.(Market targeting)
MARKET SEGMENTS are groups of high-potential
prospective customers with common characteristics and
needs that distinguish the from other high-potential
market segments.
SEGMENTATION STRATEGY
OPTIONS
1. UNDIFFERENTIATED OR MASS
MARKETING STRATEGY.
2. DIFFERENTIATED OR TARGET
MARKETING.
3. CONCENTRATED OR NICHE MARKETING.
1. UNDIFFERENTIATED OR MASS MARKETING
STRATEGY.

This strategy is generally employed in situations

where all prospective buyers have the same MAD-R
(Money, Authority, Desire and Response)
characteristics, the product is new with no
competition, and resources are sufficient to
undertake the mass production and marketing
initiatives required to serve this mass market.
2. DIFFERENTIATED OR TARGETED MARKETING
STRATEGY.

A company would promote many products with different

marketing mixes tailored fit to the wants and needs of
diverse market segments. By providing satisfaction to
each of many target market segments, a firm can often
produce more sales, and profits, than its undifferentiated
competitors that aim a single marketing mix at the entire
market. However, differentiated marketing also increases
costs saved on a mass marketing strategy.
3. CONCENTRATED OR NICHE MARKETING

Using this strategy by a firm would focus its efforts on

profitably satisfying one market segment such as the
account market. This strategy appeals to firms that offer
highly specialized goods and services and lack the
resources to adopt undifferentiated or differentiated
strategies.
MICROMARKETING is a fast-growing, more narrowly focused version of
concentrated niche marketing that targets prospective customers on a local
basis such as zip codes or geographic lifestyle characteristics.

Example: Warehouse-size club operations, which sell at retail to customers

pre-selected on the basis of such criteria as occupation and organization
membership.

CUSTOMIZED MARKETING, it adopts product and marketing programs to

the nees and wants of specified target markets.