History and Background of the business

Nature or kind of industry

Market
~ general to specific market feasibility study
~ analysis of past,present,future demand situation
~ marketing practices of competitors, design own marketing strategies
~ sales projections, marketing system and forms design
5.1 Market description
State here your market's general description: its size and composition,
geographical location(s), area(s), population, age group(s), income level(s),
religious background(s), sex, job category(ies), family size(s), etc. If possible,
present your market as a segment in relation to the "total".

5.2 Demand
5-10 years demand (consumption)
local and foreign demand figures

Methods:
A. Theoretical
1. Estimate
2. Per capita consumption
3. Expert opinion
B. Analytical
1. Chain method
Total population x % of total population of the market. x
personal estimate of target market's per capita income x target market's average
percentage of calculated income which is spent on food/beverage
2. Market build-up method

Projection of demand (next 5-10 yrs)

Statistical method.

5.3 Supply
5-10 years supply (production)
local production, importation, product substitute
If possible, present the information as to their particular
geographical/company source(s), local/foreign

Projection of supply (next 5-10 yrs)

(forecasting method, reason for choosing such method)

5.4 Demand Supply analysis

year demand supply D-S gap %unsatisfied

5.5 General marketing practices

Legal information - national and local government policies and
agencies/offices that shall affect/ assist you in the marketing of your/similar
products

current market conditions - maerket share of your competitors, including

their geographical and demographical boundaries and limits. You may also break down
your presentation to present and local and foreign market(s) involved

competitors' marketing strategies -

Present in detail your competitors' market and marketing strategies. Among others,
consider your competitors:
 incentives and benefits
budget allocations??
marketing research and development
sales force
quality standards
market timing and scheduling
pricing policies
terms and conditions of sales
channels of distribution
transportation and delivery strategies
branding and packaging strategies
advertisements and promotions
storage (warehousing strategy)
physical distribution strategy

5.6 Proposed marketing program

Incentives and benefits -national and local government marketing assistance
packages and programs that may benefit your particular project

Market conceptualization - marketing philosophies and tasks, marketing system

and current environment and your projection years

Market segmentation and budgeting- present your market as a percentage to

the total, marketing sales force/personnel and its budget allocation

Product mix and marketing mix strategies - present the proposed target
market, sales force determination

5.7 Projected sales

project each of products' yearly sales values
each products' yearly production sales capacity multiplied by corresponding
year's proj. selling price