Learning Area ENTREPRENEURSHIP Grade Level 11/12

W3 Quarter 1 Date

I. LESSON TITLE Recognize a Potential Market

II. MOST ESSENTIAL LEARNING Recognize a potential market (TLE_ICTAN11/12PC-Ia-1)
COMPETENCIES (MELCs) • Analyze the market need
III. CONTENT/CORE CONTENT The learner demonstrates understanding of concepts, underlying, principles, and
processes of developing a business plan.

Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
A. Introduction 120 mins In this lesson, you will be learned about the potential market, nature and
Panimula concept of market identification, types of market segmentation and the
process of target marketing.

Learning Task 1:
DIRECTION: To check your prior information about the topic, please evaluate
the pictures below and list down at least three (3) potential markets that
entrepreneurs should consider during this COVID – 19 pandemic and
indicate their needs. Write your answer in the space provided.

https://images.search.yahoo.com/

Potential Market Market Need

What is Potential Market?

 A part of the total population that

has shown some level of interest in
buying a particular product or
service. (MBA Skool Team, 2018)
 A part of the market you can
capture in the future. It includes
the demographic group that are
not currently your customers but
could become customers in the
future. (Lake, L. 2019)

It can help the company to understand the level of investment. If it has

a very small market, it has a very small fraction of the total population that
are shows interest in the product or category.
For example, you want to calculate the potential market for face
mask. For this, the entire population is divided into different segments which
show interest in the product and then all the segments are added up. As we are
in the new normal the product well be a part for our basic needs.

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 Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
Importance of Potential Market
1. identifying new customers to ensure the future of your business.
2. Think proactively about ways for your business to grow and change.
3. Show the potential of your business to investors or collaborators.
4. Increase your profit.
5. Create a strategic plan when there will be changes in the economy
or market.
I. MARKET IDENTIFICATION
Market identification is a strategic marketing method that is proposed
to define the detailed customer of the product. There are three
strategic marketing methods that will assist the entrepreneur in
defining the specific market of the product.

A. Market Segmentation
Dividing the market into these segments
helped the entrepreneurs address the more
specific market needs, media, pricing
patterns and decision criteria in each of their
different market segments.

METHODS OF MARKET SEGMENTATION

1. Demographic Segmentation is a method of dividing the whole
market based on age, gender, ethnicity, income, level of
education, religion and profession/role in the company. The
purpose is to limit the market into their similarities and finding the
best strategy to satisfy their needs and wants.
2. Geographical Segmentation is a is often the easiest to identify
and groupings the costumers based by their physical location. It
can be defined by country, region, city and postal code. It can
be also a part of seasonal segmentation came from the
response of businesses to Covid – 19 pandemic.
3. Psychological Segmentation is that the market is divided in
terms of what the customers think and believe like the
personality traits, hobbies, life goals, values, belief and lifestyles.
4. Behavioral Segmentation is that the market is divided based on
the variables such as perceptions, knowledge, reactions,
benefits, loyalty and responses.
PRODUCT METHODS OF SEGMENTATION
Face Shield Geographical Segmentation
Lipstick Psychological Segmentation
Soap Behavioral Segmentation

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 Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
Example in Methods of Market Segmentation
Market segmentation is a strategy that can assist the entrepreneur in
identifying the particular similar segment to serve. The consumer
population basically has different attitudes, perceptions, inclinations
or responses.
The following are the important factors must be considered in
segmenting the market.
1. Accessibility of the market segment. The market segment
must be accessible to the business
2. Size of the market segment. The market segment must be
large enough to provide wealth to the entrepreneurial
venture.
3. Distinction of the market segment. The market segment must
be easily differentiated.

II. Market targeting is a stage in market identification process that aims to

determine the set of buyers with common needs and characteristics.

In the market targeting phase, the entrepreneur has already divided

the total market and is now in the process of
1. Evaluating each market segment and
2. Selecting the target market segment or segments to serve
Available Market
 Prospect who are willing and capable (have sufficient resources)
buyers and have access to a particular market or service.
(www.businessdictionary.com)
 It is defined as the number of people who are both willing and
capable of buying a particular product or service in a particular
market. (www.mbaskool.com)

MARKET SEGMENT SELECTION

Entrepreneurial Marketing Strategies
Individual Segmentation Marketing Mass or
or one- on- Differentiated Concentrated undifferentiated
one marketing marketing marketing
marketing
Products are Several Only one or Products are
tailored to segments are few segments mass produced
the needs of covered and are covered, for the whole
individual products are but the market where
consumers designed to product is consumers are
suit the designed for not
specific the majority of differentiated.
needs of a the consumers
particular in the
segment segment
market.

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 Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
Application of Entrepreneurial Marketing Strategies in Selected Segments
Entrepreneurial Marketing Strategies
Individual Segmentation Marketing Mass or
or one- on- Differentiated Concentrated undifferentiated
one marketing marketing marketing
marketing
Tailoring Different Lamborgini Refined sugar
Shop product of
shampoo

Examples of Entrepreneurial Marketing Strategies in

Selected Segments
B. Development 30 mins Learning Task 2:
Pagpapaunlad Match the variables in column A with the method of segmentation in
column B. Write the letter as your answer in the space provided before
the number.

Column A Column B

______1. Brand concept a. Demographic segmentation

______2. Income b. Geographic segmentation
______3. Culture c. Psychological segmentation
______4. Knowledge d. Behavioral segmentation
______5. Climate
______6. Social class
______7. Lifestyle
______8. Loyalty
______9. Religion
______10. Education

C. Engagement 30 mins
Pakikipagpalihan Learning Task 3:

Watch and observe three products being advertised or promoted on

television. Evaluate the segmenting methods used by the producers of
the particular products. Write your answers on the table below.

Product brand Method used for segmenting

name
Product 1

Product 2

Product 3

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 D. Assimilation 30 mins Learning Task 4:
Paglalapat
Give examples of business that uses entrepreneurial marketing strategies
in selected segments.

Individual Segmentation Marketing Mass or

or one- on- Differentiated Concentrated undifferentiated
one marketing marketing marketing
marketing
1. 1. 1. 1.

2. 2. 2. 2.

V. ASSESSMENT 30 mins Direction: Select the best answer by writing the letter on the space provided
(Learning Activity Sheets before each number.
for Enrichment, _______1. A part of the total population that has shown some level of interest
Remediation or in buying a particular product or service.
Assessment to be given on a. Potential market c. Market target
Weeks 3 and 6) b. Available market d. Market Identification
_______2. The number of people who are both willing and capable of buying
a particular product or service in particular market.
a. Potential market c. Market target
b. Available market d. Market Identification
_______3. It is the strategic marketing approach and process that is intended
to define the specific customer of the product.
a. Market identification c. Market size
b. Market segmentation d. Market growth
_______4. It is a strategy that can assist the entrepreneur in identifying the
particular homogenous segment to serve.
a. Market identification c. Market size
b. Market segmentation d. Market growth
_______5. Maria and Jose want to start their restaurant business focusing on
grilled foods. Jose is thinking of idea on limiting the market into their similarities
in religion since certain religions prohibit eating specific species. He wants to
find the best strategy to satisfy their needs and wants. If you were Maria, what
would you recommend to Jose?
a. Demographic segmentation c. Behavioral segmentation
b. Geographic segmentation d. Psychological segmentation
_______6. A telephone company is providing unlimited call and text services
throughout Mindanao. The features of these services for consumers in
Cotabato may be different from those for consumers living in Cagayan de
Oro. If you are the manager of the company, what segment method will you
choose to make sure that the services of your company will fit the needs of
the respective market?
a. Demographic segmentation c. Behavioral segmentation
b. Geographic segmentation d. Psychological segmentation
_______7. Avon used segmentation by personality (and profession) in coming
out with different fragrances in the past. They classified women into five
groups: energetic, romantic feminine, experimental, elegant charming and
fresh. What method did Avon used?
a. Demographic segmentation c. Behavioral segmentation
b. Geographic segmentation d. Psychological segmentation
________8. A marketing strategy that the product are mass produced for the
whole market where consumers are not differently.
a. One-on-One Marketing c. Differentiated marketing
b. Undifferentiated marketing d. Concentrated marketing

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 ________9. A marketing strategy that the business intends to serve few
customers in several segments.
a. One-on-One Marketing c. Differentiated marketing
b. Undifferentiated marketing d. Concentrated marketing
_______10. A marketing strategy that the product is tailored to the needs of
specific customers.
a. One-on-One Marketing c. Differentiated marketing
b. Undifferentiated marketing d. Concentrated marketing
VI. REFLECTION  The learner communicates the explanation of their personal
assessment as indicated in the Learner’s Assessment Card.
 The learner, in their notebook, will write their personal insights about
the lesson using the prompts below.
I understand that ___________________.
I realize that ________________________.
I need to learn more about __________.

Prepared by: Dhonabel A. Catelo – SDO Calamba City Checked by:

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References:

Books
Aduana, Nick L. Entrepreneurship in Philippine Setting for Senior High School, 2017, C & E
Publishing Inc., Quezon City pages 138 – 154

Module
Malesido, Sheila Mae A. Entrepreneurship (Recognize the Potential Market) page 3-6
Venzon, Wilbert. Entrepreneurship page 20

Online Source
https://china.usembassy-china.org.cn/wp-
content/uploads/sites/252/2016/12/principles_of_entrepreneurship_.pdf
https://www.entrepreneur.com/article/78002
https://tycoon.ph/top-10-successful-entrepreneurs-philippines-story/2/
https://www.mbaskool.com/business-concepts/marketing-and-strategy- terms/12221-potential-
market.html
https://www.images.search.yahoo.com
https://www.yieldify.com

Answer key:
Learning Task 2 Assessment
1. C 1. A
2. A 2. B
3. C 3. A
4. D 4. B
5. B 5. A
6. C 6. B
7. C 7. D
8. D 8. B
9. A 9. D
10. A 10. A