Lesson 4

ANALYZE T HE M A R K ET
REVIEW
COMPLETION. INSERT EACH WORD TO ITS
MATCHING PLACE IN THE CORRECT STATEMENT
TO COMPLETE THE IDEA. WRITE EACH CORRECT
ANSWER CLEARLY IN A SEPARATE SHEET OF PAPER.
Activity 9.1
AVAILABLE NEW POSSIBLE
PROMOTING SURE
1. POTENTIAL MARKET IS ABOUT CUSTOMERS. ___________

2. THEY COULD STILL BE YOUR CUSTOMERS. ____________
3. ADD TO YOUR PRODUCTS OR SERVICES. _____________
4. START YOUR PRODUCTS AND SERVICES IN A NEW WAY.___
5. CATCH GROUPS OF BUYERS. _____________
ACTIVITY 9.2. LIST DOWN THREE (3) EXISTING
BUSINESSES WITH PERMITS FOR EACH OF THE LISTED
NECESSITY ON THE PYRAMID. WRITE THE ANSWER
CLEARLY ON A SEPARATE SHEET.
1. Services 1. A.______________ B. _______________ C. _______________
2. Clothing 2. A.______________ B. _______________ C. _______________
3. Food 3. A.______________ B. _______________ C. _______________

• SMALL BUSINESSES CANNOT BE ALL THINGS TO
ALL PEOPLE.
• EACH BUSINESS MUST REACH SPECIFIC
CUSTOMERS AND SATISFY THEIR PARTICULAR
NEEDS.
The process of
finding and
studying potential
customers.
•TO SATISFY BASIC NEEDS.
•TO SOLVE PROBLEMS.
•TO MAKE THEMSELVES FEEL GOOD.
MARKET SEGMENTATION
IS THE PROCESS OF GROUPING SIMILAR OR

HOMOGENOUS CUSTOMERS ACCORDING TO
DEMOGRAPHIC, PSYCHOGRAPHIC,
GEOGRAPHIC (LOCATION) AND BEHAVIOR.
• IDENTIFY MARKET DEMOGRAPHICS:
• WHO ARE THE PEOPLE IN YOUR COMMUNITY?
• HOW OLD ARE THEY?
• HOW MANY OF THEM ARE YOUNG, MIDDLE AGED, ELDERLY?
• WHAT IS THEIR LEVEL OF EDUCATION?  Is the process of
grouping customers
• WHAT IS THEIR INCOME LEVEL? according to relevant
socioeconomic
variables for the
business venture.
• IDENTIFY MARKET DEMOGRAPHICS:
• AGE: CHILDREN, TEENS, YOUNG, MIDDLE, ELDERLY.
• GENDER: MALE, FEMALE.
• EDUCATION: HIGH SCHOOL, COLLEGE, UNIVERSITY.
• INCOME: LOW, MEDIUM, HIGH.
• MARITAL STATUS: SINGLE, MARRIED, DIVORCED.
• ETHNIC AND/OR RELIGIOUS BACKGROUND
• FAMILY LIFE CYCLE: NEWLY MARRIED, MARRIED FOR 10 – 20 YEARS, WITH OR WITHOUT
CHILDREN.
Is a process of grouping
customers according to their
perceptions, way of life,
motivations, and inclinations.
Is simply grouping
customers according to
their location.
Is the process of grouping customers
according to their actions.
These behaviors are insighted by occasions,
desired benefits, loyalty, and usages of
products or availment of services.
SWOT ANALYSIS
IS A STRATEGIC PLANNING TOOL USED TO IDENTIFY AND
EVALUATE THE STRENGTHS, WEAKNESSES, OPPORTUNITIES,
AND THREATS INVOLVED IN A BUSINESS OR PROJECT. IT
PROVIDES A COMPREHENSIVE OVERVIEW OF THE INTERNAL
AND EXTERNAL FACTORS THAT CAN AFFECT THE SUCCESS OR
FAILURE OF A PARTICULAR ENDEAVOR.
STRENGTHS:
THESE ARE INTERNAL FACTORS THAT GIVE AN ADVANTAGE OVER

OTHERS.
EXAMPLES:
• STRONG BRAND REPUTATION

• SKILLED AND MOTIVATED WORKFORCE
• ADVANCED TECHNOLOGY AND EQUIPMENT
• EFFICIENT SUPPLY CHAIN MANAGEMENT
WEAKNESSES:
INTERNAL FACTORS THAT MAY HINDER THE SUCCESS OF THE BUSINESS.
EXAMPLES:
• LIMITED FINANCIAL RESOURCES

• OUTDATED TECHNOLOGY
• LACK OF SKILLED PERSONNEL
• POOR ORGANIZATIONAL STRUCTURE
OPPORTUNITIES:
EXTERNAL FACTORS THAT THE BUSINESS CAN CAPITALIZE ON TO ITS ADVANTAGE.
EXAMPLES:
• EMERGING MARKETS
• TECHNOLOGICAL ADVANCEMENTS
• CHANGES IN CONSUMER PREFERENCES
• STRATEGIC PARTNERSHIPS AND COLLABORATIONS
THREATS:
EXTERNAL FACTORS THAT MAY POSE A RISK TO THE BUSINESS.
EXAMPLES:
• INTENSE COMPETITION
• ECONOMIC DOWNTURNS
• REGULATORY CHANGES
• RAPID TECHNOLOGICAL OBSOLESCENCE
SWOT ANALYSIS PROCESS:
• IDENTIFY STRENGTHS: CONSIDER WHAT YOUR ORGANIZATION DOES WELL. FOR INSTANCE, A TECHNOLOGY COMPANY
MIGHT HAVE A STRONG R&D DEPARTMENT.
• IDENTIFY WEAKNESSES: RECOGNIZE AREAS THAT NEED IMPROVEMENT. FOR EXAMPLE, A RETAIL BUSINESS MIGHT
STRUGGLE WITH OUTDATED INVENTORY MANAGEMENT SYSTEMS.
• IDENTIFY OPPORTUNITIES: LOOK FOR EXTERNAL FACTORS THAT CAN BE ADVANTAGEOUS. IN THE CASE OF A SOFTWARE
COMPANY, AN EMERGING TREND IN CLOUD COMPUTING CAN BE SEEN AS AN OPPORTUNITY.
• IDENTIFYTHREATS: EVALUATE POTENTIAL RISKS IN THE EXTERNAL ENVIRONMENT. A COMPANY IN THE

TRANSPORTATION INDUSTRY MIGHT SEE THE RISE OF ELECTRIC AND AUTONOMOUS VEHICLES AS A THREAT.
ASSIGNMENT 2
BRIEF ESSAY. WRITE THE ANSWER TO EACH QUESTION ON A SEPARATE SHEET OF
PAPER BASED FROM YOUR MARKET ANALYSIS TOOL.
A. WHO ARE MY POTENTIAL CUSTOMERS?

B. WHAT ARE THE SHOPPING AND BUYING HABITS OF MY CUSTOMERS?
C. HOW LARGE IS MY TARGET MARKET?
D. HOW MUCH ARE POTENTIAL CUSTOMERS WILLING TO PAY?
E. WHO IS MY COMPETITION?
F. WHAT ARE MY COMPETITORS’ STRENGTHS AND WEAKNESSES?

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ANALYZE T HE M A R K ET

1. POTENTIAL MARKET IS ABOUT CUSTOMERS. ___________

1. Services 1. A.______ B. _ C. _________

2. Clothing 2. A.______ B. _ C. _________

3. Food 3. A.______ B. _ C. _________

IS THE PROCESS OF GROUPING SIMILAR OR

THESE ARE INTERNAL FACTORS THAT GIVE AN ADVANTAGE OVER

• STRONG BRAND REPUTATION

INTERNAL FACTORS THAT MAY HINDER THE SUCCESS OF THE BUSINESS.

• LIMITED FINANCIAL RESOURCES

EXTERNAL FACTORS THAT THE BUSINESS CAN CAPITALIZE ON TO ITS ADVANTAGE.

EXTERNAL FACTORS THAT MAY POSE A RISK TO THE BUSINESS.

• IDENTIFYTHREATS: EVALUATE POTENTIAL RISKS IN THE EXTERNAL ENVIRONMENT. A COMPANY IN THE

A. WHO ARE MY POTENTIAL CUSTOMERS?

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