CHAPTER 2

MARKET STUDY

INTRODUCTION

The market study is the most essential part of this feasibility study. This study
includes the demand, supply, demand and supply situation, pricing strategies, marketing
program, promotions, and marketing budget. A careful analysis of the demand and supply
of the product is needed for it dictates the feasibility and profitability of the entire project.

GENERAL OBJECTIVE
In order to achieve a certain goal, the objective must be ascertained. The general
objective of this study is to determine the marketability of the product or service. This
includes the demand and supply situations, pricing strategies and marketing programs,
and the survey results.

SPECIFIC OBJECTIVE
Also, this study seeks to determine the following specific objectives:
1. The size, the nature, and growth of total demand for the product;
2. The description and price of the service to be rendered;
3. The supply situation and the nature of competition;
4. The different factors affecting the market of the product; and
5. The appropriate marketing program for the product.

BUSINESS DESCRIPTION
The business, Imprints, intends to penetrate the markets of T-Shirt Printing within
Quezon City. The effectivity of the strategies would take effect and align on the key
success factors and different external influences within the internal and external body of
the business. Facts are purely based on research methods utilized within the time duration
of preparation.

For this business plan, t-shirt printing is then aligned to necessary criteria to find a
certain target market. By finding compatible data, the plan seeks potential feasibility and
success. Imprints acquired the presented target markets through these segmentation
bases:

Target Market:

Imprints target markets compose of:

1) Adolescence – comprises of 13 – 19 year-old individuals

2) Young Adult/Adults – comprises of young income-generating professionals, 20 – 40

years of age

Secondary Priorities for targeting include:

1) Group Markets – markets who buy in bulk or may contain individuals who can be
induced to buy.

Schools & Educational Institutions – Schools are also in need for bulk orders
within purposes of events or attire requirements. Examples of this purpose are:
Intramurals shirts which almost all the students are required to have (Grade school to
High School, School Fair shirts, acquisition of school organization attires, School
Varsity shirts for sports, and other alike. Schools & Educational Institutions can be a
source of a large-base purchase but a disadvantage over revenue can occur when a
discount for a bulk-order is requested. Settlement over such issue could be the
solution such as agreements of “meeting halfway” to gain a win-win situation.

Business/Offices – Businesses are in need of team building shirts, company

shirts, company souvenirs and giveaways that we can most likely provide. The
company’s trendy designs would be our main attraction them to acquire dealings with
us. With our repertoire of designs and our creative designing team it would be easy to
have customizations with varieties of prices.

Organizations/Groups – Imprint can also provide group shirts (friends, family,

teams, dance troops, etc.). In such market, requirements would be most likely within
customized designs for their own to acquire a certain trademark to the people or
uniqueness..

Couples – Couples could be a small market / may not be a trend anymore but
provision of products over celebrations, anniversaries and especially during
Valentines can be a source of revenue.

Sports Teams – Examples such as: Neighbourhood League, Amateur Team,

Professional Teams, Company Sports Teams would be potential sources of revenue.

Specials Events – Catering in special events would be a potential source of

revenue. Having a functional need for t-shirt print would result to large revenue (e.g.
t-shirts prints for the purpose of theme attires, souvenirs, gifts, etc.). Examples of
special events are: weddings, birthday party celebrations, debuts, gaming
tournaments, fun runs, concerts, voluntary causes, etc.

Potential compatibility to traits:

  Impulse buyers
 Quality-seekers
 Trend-following individuals
 Yearns for sophistication

DEMAND SITUATION

To develop Imprints’ targeting strategies and marketing efforts necessary, demand

analysis helps the business in order to measure the current demand as well as project the
future demand. The location of our proposed business is at 302 Boy Scout Circle Tomas
Morato Avenue, Diliman, Quezon City. The number of the respondents in the survey is
computed through Slovin’s Formula:
𝑁
𝑛=
1 + 𝑁𝑒 2
Where:
n = number of respondents
N = population
e = margin of error set at 5%

Survey Results:
A. Personal Background

1. Distribution of the Respondents According to Age

5%
16%
45% 13-21 years old
22-40 years old
34% 41-64 years old
64 years old and above

Table 1. Distribution of Respondents According to Age

Age Bracket Frequency Percentage

13 to21 years old 182 45%
22 to 40 years old 137 34%
41 to 64 years old 63 16%
64 years old and above 18 5%
Total 400 100%

The pie chart portrays the distribution of the respondents according to age. The
result shows that 182 or 45% of the respondents are from the age of 13 to 21 years old,
137 or 34% of the respondents are from the age of 22 to 40 years old, 63 or 16% of the
respondents are from the age of 41 to 64 years old, and 18 or 5% of the respondents are
from the age of 64 years old and above. It shows that the majority of the respondents are
from the age of 13 to 21 years old.

2. Distribution of the Respondents According to Sex

 40%

Male
60%
Female

Table 2. Distribution of Respondents According to Sex

Sex Frequency Percentage

Male 159 60%
Female 241 40%
Total 400 100%

The pie chart portrays the distribution of the respondents according to sex. The
result shows that 159 or 40% of the respondents are male and 241 or 60% of the
respondents are female. It shows that the majority of the respondents are female.

3. Distribution of the Respondents According to Social Status

16%

49%
Student

35% Employed
Unemployed
 Table 3. Distribution of Respondents According to Social Status

Social Status Frequency Percentage

Student 198 49%
Employed 140 35%
Unemployed 62 16%
Total 400 100%

The pie chart portrays the distribution of the respondents according to social
status. The result shows that 198 or 49% of the respondents are students, 140 or 56% of
the respondents are employed, and 62 or 16% of the respondents are unemployed. It
shows that the majority of the respondents are students.

4. Distribution of the Respondents According to Weekly Allowance for Students

12%

27% Less than P500

61% P501- P750
P751 and above

Table 4. Distribution of Respondents According to Weekly Allowance for Students

Weekly Allowance Frequency Percentage

Less than P500 23 12%
P501 to P750 54 27%
P751 and above 121 61%
Total 400 100%

The pie chart portrays the distribution of the respondents according to their
weekly allowance for students. The result shows that 23 or 12% of the respondents have
weekly allowance of less than P500, 54 or 27% of the respondents have weekly
allowance of P501 to P750, and 121 or 61% of the respondents have weekly allowance of
P751 and above. It shows that the majority of the respondents have weekly allowance of
P751 and above.
 5. Distribution of the Respondents According to Monthly Income for Employees

25% 16%

Less than 10 000

10 001- 15000
31%
28% 15001- 20000
20001 and above

Table 5. Distribution of Respondents According to Monthly Income for Employees

Monthly Income Frequency Percentage

Less than P10,000 22 16%
P10,001 to P15,000 42 31%
P15,001 to P20,000 38 28%
P20,001 and above 34 25%
Total 400 100%

The pie chart portrays the distribution of the respondents according to their
monthly income for employees. The result shows that 22 or 16% of the respondents have
monthly income of less than P10,000, 42 or 31% of the respondents have monthly
income of P10,001 to P15,000, 38 or 28% of the respondents have monthly income of
P15,001 to P20,000, and 34 or 25% of the respondents have monthly income of P20,001
and above. it shows that the majority of the respondents have monthly income of P10,001
to P15,000.
 6. Distribution of the Respondents According to Savings in a Month

5%
31% 17%
Less than 500
501- 1500

22% 1501- 2500

25% 2501- 3500

3501 and above

Table 6. Distribution of Respondents According to Savings in a Month

Savings in a Month Frequency Percentage

Less than P500 22 5%
P501 to P1,500 69 17%
P1,501 to P2,500 88 22%
P2,501 to P3,500 98 25%
P3,501 and above 123 31
Total 400 100%

The pie chart portrays the distribution of the respondents according to their
savings in a month. The result shows that 22 or 5% of the respondents have savings of
less than P500, 69 or 17% of the respondents have savings of P501 to P1,500, 88 or 22%
of the respondents have savings of P1,501 to P2,500, 98 or 25% of the respondents have
savings of P2,501 to P3,500, and 123 or 31% of the respondents have savings of P3,501
and above.

.
B. T-Shirt Preferences

1. How many times are you willing to buy customized t-shirts in a year?

3%
4%
7%

Never

33% Once
53%
2 to 5
6 to 10
above 10

Table 7. Distribution of Respondents According to Times they buy Customized Shirts.

Number of Times They Buy

Frequency Percentage
Customized Shirts
Never 30 7%
Once 15 4%
2 to 5 130 33%
6 to 10 213 53%
Above 10 12 3%
Total 400 100%

Of the total number of respondents, 30 or 7% of the respondents answered that

they never ordered customized shirts while 15 or 4% of the respondents answered that
they ordered customized shirts once. 130 or 33% of the respondents answered that they
ordered 2 to 5 times, 213 or 53% of the respondents answered 6 to 10 times, and 12 or
3% of the respondents answered for above 10 times.
 2. If you were to order customized printed shirts, would you give your own design or
choose within the store?

34%

Choose a Design
66%
Give a Design

Table 8. Distribution of Respondents According to Whether They Choose a Design

or Give a Design

Classification Frequency Percentage

Choose a Design 137 34%
Give a Design 263 66%
Total 400 100%

263 or 66% of the respondents answered that they will give their own designs while
137 or 34% of the respondents answered that they will choose designs within the store.

3. Number of Designs

10%

Single
Multiple
90%
 Table 9. Distribution of Respondents According to Number of Designs They Want

Number of Designs Frequency Percentage

Single 41 10%
Multiple 359 90%
Total 400 100%

359 or 90% of the respondents answered that they want multiple number of
designs while 41 or 10% answered they only want single design.

4. Category of Design you like?

0%

26% 16%
Quotes

21% Numbers
Cartoons/animations
37% Memes
Others

Table 10. Distribution of the Respondents According to Category of Designs They Like

Category of Designs Frequency Percentage

Quotes 65 16%
Numbers 86 21%
Cartoons/Animations 146 37%
Memes 103 26%
Others 0 0
Total 400 100%

Majority of the respondents answered cartoons/animations as the category of the

design that they want for their shirts, with 146 answers or 37% of the respondents. 103 or
26% of the respondents answered that they want memes as the design while 76 or 20% of
the respondents answered numbers. Only 86 or 21% of the respondents answered quotes
as design.
 5. If you are willing to buy a high-quality shirt, how much are you willing to pay?

6%
14% 22% P250-P300
P301-P350
18% P351-P400
23%
P401-P450
17% P451-P500
P501 and above

Table 11. Distribution of Respondents According to How Much They’re Willing to Pay

Price Range They’re Willing to Pay Frequency Percentage

P250 to P300 89 22%
P301 to P350 93 23%
P351 to P400 69 17%
P401 to P450 72 18%
P451 to P500 55 14%
P501 and above 22 6%
Total 400 100%

Most of the respondents answered that they are willing to pay P301 to P350 to
buy a high quality shirts, with 93 answers or 23% of the respondents followed by P250 to
P300 with 89 answers or 22% of the respondents.
 6. What buying method do you prefer?

3%

23%

Online
Walk in
74% Telephone

Table 12. Distributions of Respondents According to Buying Method They Prefer

Buying Methods Frequency Percentage

Online 92 23%
Walk in 293 74%
Telephone 10 3%
Total 400 100%

Of the total number of respondents, 293 or 74% of them prefer walk in as a

buying method while 92 or 22% of them prefer online. Only 10 or 1% of the respondents
prefer to buy via telephone.
 7. Would you like to avail high-quality shirts?

8%

Yes
No

92%

Table 13. Distributions of Respondents According to Who Will Avail High Quality Shirts

Classification Frequency Percentage

Yes 369 92%
No 31 8%
Total 400 100%

369 or 92% of the respondents answered that they like to avail high quality shirts
and only 31 or 8% of the respondents answered they don’t like to avail high quality
shirts.

8. What kinds of shirts do you prefer?

13% 14% V-Neck Plain

17% V-Neck Colored
20%
Round Neck Plain
15% Round Neck Colored
21%
Long Sleeves
Raglan
 Table 14. Distribution of Respondents According to Kind of Shirt They Prefer

Kind of Shirts Frequency Percentage

V-neck Plain 57 14%
V-neck Colored 80 20%
Round Neck Plain 83 21%
Round Neck Colored 59 15%
Long Sleeves 69 17%
Raglan 52 13%
Total 400 100%

57 or 12% of the respondents prefer V-neck Plain shirts and 80 or 14% of the
respondents prefer V-neck colored shirts. 83 or 21% of the respondents prefer round neck
plain shirts and 59 or 15% of the respondents round neck colored shirts. 69 or 17% of the
respondents prefer long sleeves and 52 or 13% of the respondents prefer raglan.

Past Demand
There is no available data about the demand of T-shirt printing for the past years.
Therefore, the proponents assumed that the demand determined from the survey is the
same as what the demand was for last five years. To compute the annual demand, the
total population will be multiplied by the market acceptability rate and frequency of
availing. The computed frequency of availing per month is:
𝑑𝑝𝑚𝑤𝑚 × ℎ𝑝𝑑𝑤𝑚
𝐹𝑜𝐴 =
𝑝𝑝𝑔𝑤𝑚
Where:
FoA = frequency of availing
dpm = days per month (how often they avail of a karaoke room)
hpd = hours per day (number of hours they avail per session)
ppg = persons per group (number of persons per group)
 The total annual demand for the past five years and the projected demand are
presented below.
Year Population Market Acceptability Frequency of Availment Annual Demand
2010 35,697 94.00% 6 201,331
2014 38,368 94.00% 6 216,396
2015 38,997 94.00% 6 219,944
2016 39,637 94.00% 6 223,553
2017 40,287 94.00% 6 227,219
2018 40,948 94.00% 6 230,947
2019 41,619 94.00% 6 234,731

DEMAND-SUPPLY SITUATION
By using the demand-supply analysis, the proponents will come up with a
difference which will be the unserved market, unserved demand or demand gap. Demand
gap is computed by subtracting the projected annual supply from the projected annual
demand as shown below:
Year Annual Demand Annual Supply Demand Gap
2010 201,331 187200 14,131
2014 216,396 187200 29,196
2015 219,944 187200 32,744
2016 223,553 187200 36,353
2017 227,219 187200 40,019
2018 230,947 187200 43,747
2019 234,731 187200 44,531

Market Share Analysis

Every business must determine its market share which will serve as a basis of
marketing strategies of the establishment. It will define the extent of demand the business
need to satisfy. Out of the demand gap, the proponents agreed to cover only 15% as a
starting point. This rate will increase by 1.5% each year so as to expand the market share
of the business.
 Market Share (in hours) for Five Years
Academic Annual Demand Target Target Annual
Population
Year Demand Gap Percentage Market Share
2014 38,368 216,396 29,196 15.00% 10,871
2015 38,997 219,944 32,744 16.50% 12,305
2016 39,637 223,553 36,353 18.00% 13,815
2017 40,287 227,219 40,019 19.50% 15,403
2018 40,948 230,947 43,747 21.00% 17,073

T-Shirt Printing Trends in the Philippines:

 Equipment

T-shirt printing equipments are developing since companies wanted to

diversify product lines and product t-shirt printing equipment. Pioneer companies
like Hewlett-Packard and Epson changed the “game” of t-shirt printing quality
with their production of heat-press equipment to partner their quality inkjet/laser
printers. Such equipments are available within the Philippines since 2009.

 Designs

Filipinos are trend followers. Following trends may be seen as a “sheep

effect” where it can be seen commonly in this example: a celebrity-induced
creation of a trend. Within designs, hypes and trends have a fast – very fast
cycles/passage within population preferences. Within this fact, memes, icons, and
quotations are mostly used in designs.

Within the Philippines, most Filipinos tend to wear shirts that express
themselves. On a psychological aspect, Filipinos tend to express on a subliminal
way. Within this fact, trend within designs are mostly lined within an individual’s
expressions and emotions.

 Design Knowledge

Availability of designs over the internet has given the community so much
to innovate with. Also, the availability of image editing and enhancing software
within torrent site has given many people the opportunity to own one without
buying and owning a license. Within this unethical advantage, most people
obtained knowledge using these available software.
  The Economy Of T-shirt Printing & Its Customers

T-Shirt Printing establishments have been rising within the nation since
the growth of fashion within the Philippines within the year 2005. T-shirt printing
businesses rose from sole proprietors who innovated and learned how to print
shirts on their own with the assistance of the Internet.

Marketing Mix Strategy

Product

Imprints would be offering high quality shirts sourced from a researched supplier
(See Appendices for more details) printed with quality designs by utilization of
procedures with the absence of difficulty due to the equipment used characterized with
the latest technology.

Considerations of high quality which is available within Imprints:

1) Fabric 100% Pure Augmented Cotton – results to quality texture, weight, and
fabric density for comfort.

2) Durability – 5 Years of comparable difference

3) Washing Convenience - Cotton is easy to clean; it can be laundered or dry-cleaned.

It withstands high water temperatures, so it can be boiled and thus sterilized

Design:

According to our survey, here are our proposed designs for our start-up

Category Strategy
Songs, Bands  Filipinos are in hype with music. With the
influence of media such as MYX within the
Philippines, Imprints would dedicate designs that
would support OPM (which can also be
considered as a voluntary movement of the
business towards community support)
Quotation Within the Philippines, most Filipinos tend to
wear shirts that express themselves. On a
psychological aspect, Filipinos tend to express on
a subliminal way. Within this fact, trend within
designs are mostly lined within an individual’s
expressions and emotions.
  This would still instill decency over Imprints
products for which quotation are maintained out of
obscenity.
Memes  Memes are internet trends. Sources like 9gag
would be a great source of designs but would
incorporate copyright by making parodies to avoid
any violations.
Icons  Icons are composed of all individuals who are
trending like celebrities.

Imprints designs are not limited within the list. The list provides the foundation of
designs Imprints would provide in its launch. The main objective of Imprints is to
provide designs that are in trend or hype.

Price

Pricing strategies:

Market Penetration – Since the business would have well-entrenched competitors

on its location, penetrating the market with lower prices would be the business’s strategy.

Psychological Pricing – The use of –P1 pricing together with the lower prices of
Imprints products are utilized.

Impronts prices would give a rebuttal to the competitors present. The business would
contradict the practice of having 100% - 300% mark-up within products offered by
having 48% - 70% Markup within the products without jeopardizing generation of profit.
PRODUCT ITEMS
PRODUCT COSTING Plain Ring Colored Plain V-Neck Colored V-Neck Raglan Long Sleeve
Direct Material 158.00 178.00 168.00 188.00 198.00 208.00
Direct Labor 4.00 4.00 4.00 4.00 4.00 4.00
Overhead 10.00 10.00 10.00 10.00 10.00 10.00
Total Cost 172.00 192.00 182.00 202.00 212.00 222.00
Add: Mark Up 107.00 107.00 107.00 107.00 107.00 107.00
Selling Price 279.00 299.00 289.00 309.00 319.00 329.00
279.00 299.00 289.00 309.00 319.00 329.00
CONTRIBUTION MARGIN PER UNIT
Selling Price 279.00 299.00 289.00 309.00 319.00 329.00
Less : Variable Cost 172.00 192.00 182.00 202.00 212.00 222.00
Contribution Margin 107.00 107.00 107.00 107.00 107.00 107.00

CONTRIBUTION MARGIN RATIO

Selling Price 100% 100% 100% 100% 100% 100%
Variable Cost 62% 64% 63% 65% 66% 67%
Contribution Margin 38% 36% 37% 35% 34% 33%
 Communication Channels

Social Networking Sites

Website Forums

Individuals

Word-Of Mouth Marketing

Communication from Imprints
(Inbound/Permission
Marketing) Group Markets (Bulk-Orders)

E-mail

Phone Calls/ Mobile

Messaging

Promotion

Promotion Strategies:

Strategies Encouraging Impulse Buying:

1) Encouragement to Shop – Increase Brand Reputation

Imprints would have Online Advertising & Print Media promoting the
love for Imprints. Promotion towards the brand would potentially increase brand
awareness and would eventually turn into recognition.

2) Loss Aversion Switch – Giving Limited Time Offers

Giving limited time offers would provide customer the need to purchase.
Normally this would affect the purchase decisions of customers by causing them
to prevaricate over a purchase especially if it has high quality.

3) Twisted Heuristics

Heuristics – unconsciously held rules of thumb

 The business can take advantage of this by packaging up combinations of
products as bulk buys. Customer would potentially get the impression that it must
be good value would potentially purchase than researching any further.

4) Discounting

Seasonal discounts especially in predicted times of low sales.

Advertising:

1) Print Media – Traditional Print Media providing brochures, etc.

2) Online Advertising – Utilizing Social Networking Sites especially Facebook to

provide online advertisements via organic advertising (within the first year of
operation)

3) School “Celebrity” Advertising – To minimize advertising expenses, Imprints

would use famous students within schools to bring the brand hype onto the group
market (especially the target market)

4) Government-Aid Advertising – Community Assistance

Imprints would take permission and assistance from the government of

Quezon to place friendly reminders within the community (especially schools and
businesses within). This would not only increase brand awareness but also shows
Corporate Social Responsibility

Others:

1) Attending to Cosplay Conventions - With the influence of Cosplay, the business

would also provide t-shirt designs dedicated to such events and would cater goods
within the event

2) Sponsoring School Merchandise

Sponsoring school merchandise would be a unique way to provide a certain brand

image over markets.
Advertisements
Competitor Analysis

Critical Success
Competitors
Factors
A B C D E F
Amazing Print To Tarpaulin & Score Revinch Tees &
Playground Shirts Shirt Prints Prints
Advertising 2 1 1 1 1 2
Customer Service 2 1 3 2 3 3
Compliance To
1 3 4 2 2 1
Price-Sensitiveness
Expertise 3 2 3 3 3 4
Product Quality 4 2 3 3 3 4
E – Commerce 3 1 1 1 1 3
Customer Loyalty 4 2 3 2 2 4
Expansion 2 1 1 1 1 3
Market Share 4 1 3 2 2 4
Product Line
3 2 2 2 2 3
Offerings
Total 28 16 24 19 20 31
*1-lowest, 4-highest

T-Shirts
Competitor Monthly Customers Average Price Produced Monthly Sales
Monthly
A 1000 400 2000 800,000
B 450 120 4000 480,000
C 700 80 2800 224,000
D 200 180 1600 288,000
E 400 250 3200 800,000
F 800 600 2000 1,200,000
Competitors’ Map
 SWOT ANALYSIS

STRENGTHS WEAKNESSES
- REPERTOIRE OF DESIGNS - ”EXPERIENCE” IN
AND PATTERNS FOR HANDLING SITUATIONS
SHIRTS HAS A SUCH AS (RUSH ORDERS,
COMMUNITY IMPACT FORTUITOUS EVENTS AND
- UP TO DATE TECHNOLOGY SUCH)
IN DESIGNING AND - TRANSPORTATION FOR
MANUFACTURING – SUPPLIES
DELIVERY OF VALUE - DIFFICULTY IN
- DELIVERING SERVICES ESTABLISHING BRAND TO
(CAN BE A POTENTIAL THE PUBLIC
USP)
- FLEXIBLE & VERSATILE
- CUSTOMER ORIENTED &
DRIVEN
OPPORTUNITIES THREATS
- HIRING OF POTENTIAL - NECK TO NECK ONLINE
EMPLOYEES (IF BUSINESS COMMERCE COMPETITION
GROWS) DUE TO THE ALIENATION
- T-SHIRT TREND WILL OF E-BUSINESSES IN THE
REMAIN AS A BUSINESS ONLINE WORLD
OPPORTUNITY NOT ONLY (FACEBOOK, TWITTER,
FOR THIS YEAR BUT TO INSTAGRAM ETC.)
THE COMING YEARS AS - COSTS FOR RAW
WELL. MATERIALS IS RISING
- CONTINUOUS GROWTH - UNDETERMINED PRICING
FOR ONLINE COMMERCE CLIMATE FOR PETROLEUM
IMPROVING INVESTMENT - UNDETERMINED
CLIMATE OF THE PHILIPPINE CLIMATE
PHILIPPINES WITH 49.1%. (COULD AFFECT OUR
RANKED 2ND IN ASIA NEXT TRANSPORTATION AND
TO MYANMAR LOCATION OF OUR
- IMPROVING BUSINESS BUSINESS)
CLIMATE, PHILIPPINES
PART OF THE TOP 10 (FOR
SMALL TO MEDIUM
BUSINESSES).
Demand & Supply Analysis

Brgy. Laging Handa 5,606

Brgy. Paligsahan 4,848
Brgy. Santa Cruz 4,868
Brgy. South Triangle 12,344
Brgy. Obrero 8,031

Source: http://web0.psa.gov.ph/content/quezon-city-population-peaked-28-million-results-2010-census-population-and-housing

Year Population Market Acceptability Frequency of Availment Annual Demand

2010 35,697 94.00% 6 201,331
2014 38,368 94.00% 6 216,396
2015 38,997 94.00% 6 219,944
2016 39,637 94.00% 6 223,553
2017 40,287 94.00% 6 227,219
2018 40,948 94.00% 6 230,947
2019 41,619 94.00% 6 234,731

T-Shirts Produced
Competitor Monthly Customers Average Price Monthly Sales
Monthly
A 1000 400 2000 800000
B 450 120 4000 480000
C 700 80 2800 224000
D 200 180 1600 288000
E 400 250 3200 800000
F 800 600 2000 1200000
3550 15600 3792000

Year Annual Demand Annual Supply Demand Gap

2010 201,331 187200 14,131
2014 216,396 187200 29,196
2015 219,944 187200 32,744
2016 223,553 187200 36,353
2017 227,219 187200 40,019
2018 230,947 187200 43,747
2019 234,731 187200 44,531