II.

ENVIRONMENTAL ANALYSIS
This section presents the industry analysis covering the following forces
directly affecting the proposed business: the trend in the industry, the consumers,
the competitors, market forecast, market share, market position, and marketing
strategy.

TREND IN THE INDUSTRY

- Nowadays, food stalls, food parks, and food businesses are the latest
trends in our community today. Therefore, entrepreneurs focus more on
this kind of trends. Many businesspeople emerge in opening a food
business because people are fund of variety of foods. Food stalls, parks,
restaurants are abundant and are seen almost everywhere. This is also the
main reason why people get attracted on opening a food business, because
this is the biggest trend, anywhere.

CONSUMER ANALYSIS
Nachonomics will focus its marketing activities on reaching the students and
faculty, people working in offices located close to the market and on sophisticated
teenagers. Our market research shows that these are the customer groups that are
most likely to buy nacho products.
The chart and table below outline is the total market potential (in number of
customers) of nachos dips in different flavours in Tandang Sora, Quezon City.

7 Nachonomics
  Market Segmentation
- Demographics:
- Geographic: 4., Tandang Sora Avenue, Quezon City
- Psychographics: Small Food Stall, color is green and yellow,
- Behavioral: Approachable and enthusiastic to customers. Workers are
wholehearted and optimistic.

 DEMAND ANALYSIS
- There is also a high demand for food. Yet potential customers look at the
quality and taste of the food. People consider food as a need and a want at
the same time so probably there is really a high demand for food,
anywhere.

COMPETITOR ANALYSIS
- Supply Analysis
Enlisted here are the direct competitors of Nachonomics.

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  Master Siomai
Today people may purchase street food for a number of reasons
such as convenience to get flavourable piece in a sociable setting
to try ethnic cuisines or for a nostalgia.

 Street Vendors
For over 30 years, stores have been serving customers with
delicious and affordable products since 2003. Minute Burger has
been a recognizable, stable and profitable franchise business for
many of franchises. Their greatest strengths as a franchise are their
brand, system and franchisor support.

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  Minute Burger
Master Siomai is a food franchising business developed by
Masterrific foods, an 11-year-old company specializing in the
production and distribution of processed meat such as ham, burger,
burger patties and siomai to its diverse clientele ranging from
hotels, restaurants and market places.

Sources:
https://www.google.com.ph/search?q=master+siomai&oq=master+siomai&aqs=c
hrome..69i57j0l5.3021j0j7&sourceid=chrome&ie=UTF-8
https://www.google.com.ph/search?q=minute+burger&oq=minute+burger&aqs=c
hrome..69i57j0l5.2324j0j9&sourceid=chrome&ie=UTF-8

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 MARKET FORECAST
Product Price/tray
Nachos dip in Mango salsa Php 60.00
Nachos dip in Vanilla ice cream Php 60.00
Nachos dip in Corn salsa Php 60.00
Iced Tea Php 20.00
Four Seasons Php 20.00

ESTEMATED FLOW OF SALES

5

0
1ST YEAR 2ND YEAR 3RD YEAR 4TH YEAR
JAN - APRIL 2.1 3.1 3.7 4.3
MAY - AUG 2.4 3.3 3.9 4.5
SEPT - DEC 4 4.1 4.2 5

Sources:
https://www.google.com.ph/search?q=market+forecast&oq=market+forecast&aqs=chro
me.0.69i59j0l5.3623j0j7&sourceid=chrome&ie=UTF-8
https://www.google.com.ph/search?q=market+forecast&source=lnms&tbm=isch&sa=X
&ved=0ahUKEwjhmfOW--
fTdAhUmT48KHQcMBMQQ_AUIDygC&biw=1384&bih=629#imgrc=ozmDVbDUuG
cp3M:

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 Market Share
This diagram illustrates the product sales in different year:

2018

5%
25% 40%
Nachos dip in Mango salsa
Nachos dip in Corn Salsa
Nachos dip in Vanilla Ice cream
30% Drinks

2019

5%
20%

50%
Nachos dip in Mango
salsa
Nachos dip in Corn
25%
Salsa
Nachos dip in Vanilla
Ice Cream
Drinks

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 2020

5%
15%

Nachos dip in Mango salsa

15%
Nachos dip in Corn Salsa
65%
Nachos dip in Vanilla Ice Cream
Drinks

Sources:
https://www.google.com.ph/search?q=market+share&oq=market+share&aqs=chrome.0.6
9i59j69i61l3j0l2.2366j0j7&sourceid=chrome&ie=UTF-8
https://arstechnica.com/gadgets/2008/06/us-smartphone-market-share-down-for-apple-in-
2008/

13 Nachonomics
 MARKET POSITION

This part provides the basic positioning about the aspiring competitors in this
industry. This indicates the quality, brands, and their prices accordingly.

Product Ingredients Level:

High Quality

PlainMayonnaise Cheddarcheese
Oreganoseasoning Turmeric powder
Tomatomayonnaise Redchiliflakes Cilantroleaves
Milk
Jalpeno
Red Onion
Red Pepper
Garlic Buttermilk
Corn
Salt RipedMangoes

Low Price Water Lime H

Redchilipowder
High Price
Tomatoes Allpurposeflour
Icedteapowder
Chips
Bluelemonpowder

Low Quality
Competitor Level:

Expensive
MARKET MARKE
MARKET MARKET
SHARE
MARKET SHARE TMARK
MA SHARE MARKET
SHARE
MARK MA SHARE SHARE
ET
RK MARK
ET MA RK
MARKE SHARE
MARK MARK ET MARKEET
SHARE RK ET T
ET ET SHAMaster Siomai
T SHARE
ET SHA
SHARE
SHARE SHAREMARK SHA REMA SHARE
RE MARKE MARKE
Slow MARK Minute Burger
ET
ET RE RK
MARK T TMARKET Quick
SHARE ET SHARESHARE
MARKET
SHARE
Street Vendors ET SHARE
SHA SHARE
SHARE
RE

Inexpensive

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MARKET
 Equipment Level:

High Quality

Small Bowls

Spatula
Large Bowls
Nacho Trays
Chopping Board
Frying Pan
Low Price Knives High Price
Spoon and Fork

Low Quality

MARKET
SHARE MARKET
MARKET
MARKETSHARE
SHARE MARKET
SHARE
MARKET SHARE
SHARE MARKET
MARKET
SHARE
SHARE

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 MARKET STRATEGY

Nachonomics marketing strategy will be focused at getting new customers,

retaining the existing customers, getting customers to spend more and come back
more often. Establishing a loyal customer base is of a paramount importance since
such customer core will not only generate most of the sales but also will provide
favorable referrals.

Competitive Edge

Nachonomics will position itself as unique nacho store where its patrons can not
only enjoy a nachos dip in different flavour but also spend their time in an
ambient environment. Comfortable sofas and chairs, dimmed light and quiet
relaxing music will help the customers to relax from the daily stresses and will
differentiate Nachonomics from incumbent competitors.

Sales Strategy

Nachonomics will handle the sales transactions. To speed up the customer

service, at least two employees will be servicing clients--while 4 employees will
be preparing the customer's order, the other one will be taking care of the sales
transaction. All sales data logged on the computerized point-of-sale terminal will
be later analyzed for marketing purposes.

In order to build up its client base, Nachonomics will use banners and fliers,
utilize customer referrals and cross-promotions with other businesses in the
community. At the same time, customer retention programs will be used to make
sure the customers are coming back and spending more at the nacho store
(Nachonomics).

OTHER STRATEGIES:

- We will be giving potential customers some posters and even post these
posters on streets and poles.
- We will also endorse some promos that will surely catch the attention of
the potential customers.
- We will use the social media to promote our products and services, merely
our business enterprise.
- The team analyses the creativity of competitors based on the following:

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  What they already have?
 What they don’t have?
 What we have?
 What we both don’t have?
- The team will create new way of introducing the product into the market
such as, creating a chant that will fit in everyday’s norms.
- The marketing team will also promote the product to the industry by
selling it into bundle or for one as much as it can be affordable.

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