Market Study 6

I. DEMAND
The demand for the fish products, especially tilapia, increases
proportionately to the population. As the population increases, the demand for
tilapia also increases.

200,000
195,000
190,000
185,000
180,000
175,000
170,000
165,000

Figure 1 Volume of tilapia ordered in Kidapawan City

Source: Mega Market Fresh Fish Association- Kidapawan City

Projected Demand
In projecting the demand, the Arithmetic Straight Line Method is used.

Actual Demand Last Year

195,867

Less: Demand for the First Year

176,107

Increase in Demand

19,760

Market Study 7

Average Demand

Increase in Demand

19,760

Divided by the number of years

Average Increase in Demand

3,952

TABLE 1: PROJECTED DEMAND

YEAR

PREVIOUS

AVERAGE INCREASE IN PROJECTED

2016
2017
2018
2019
2020

YEARS DEMAND
195,867
199,819
203,771
207,723
211,675

DEMAND
3,952
3,952
3,952
3,952
3,952

II.SUPPLY

DEMAND
199,819
203,771
207,723
211,675
215,627

Market Study 8

The overwhelming demands for fresh water fish products have

encouraged many entrepreneurs to venture into the business of fishery.
However, with the high cost of feeds, some tilapia growers stopped the
operations. As a result, there was shortage of tilapia in the market.

120,000
115,000
110,000
105,000
100,000
95,000

Figure 2 Production of Tilapia ion Kilograms

Source: Mega Market Fresh Fish Association- Kidapawan City

PROJECTED SUPPLY
In projecting the supply, the Arithmetic Straight Line Method is used.

Market Study 9

Actual Supply for the Last Year

118,443

Less: Supply for the First Year

103,838

Increase in Supply

14,605

Average Supply

Increase in Supply

14,605

Divided by Number of Years

Average Increase in Supply

5
2,921

Table 2 PROJECTED SUPPLY

YEAR

PREVIOUS YEARS

AVERAGE INCREASE

PROJECTED

2016
2017
2018
2019
2020

DEMAND
118,443
121,364
124,285
127,206
130,127

IN SUPPLY
2,921
2,921
2,921
2,921
2,921

SUPPLY
121,364
124,285
127,206
130,127
133,048

Table 3 DEMAND AND SUPPLY ANALYSIS

DEMAND- SUPPLY
YEAR
2011
2012
2013
2014
2015

DEMAND
176,107
178,340
185,856
189,914
195,867

SUPPLY
103,838
107,976
109,875
114, 302
118,443

GAP
72,269
70,364
75,981
75,612
77,424

% UNSATISFIED
41.04%
39.45%
40.88%
39.81%
39.53%

Market Study 10

2016
2017
2018
2019
2020

199,819
203,771
207,723
211,675
215,627

121,364
124,285
127,206
130,127
133,048

78,455
79,486
80,517
81,548
82,579

39.26%
39.01%
38.76%
38.53%
38.30%

As shown in table 3, there is insufficiency in supply of tilapia with an average of

39.46%. This may be caused by rapid growth of population.

IV.MARKETING PROGRAM
Part of the marketing strategy is to consider the demand for the product at
the moment. The market will be checked regarding the demand and supply of the
product. By this, the scheduled harvesting which should be pursued by the
operating manager can be determined. After the product is harvested, it will be
delivered to the retail market such as fish markets. An elf truck will then be used
to deliver the products to the market.
The desired markets for the proposed project are the Mega Market fish
vendors, Gaisano Grand fish section, different eateries, restaurants, in
Kidapawan City and its nearby municipalities.

Market Study 11

V. WHAT MAKES PHS TILAPIA GROW-OUT DIFFERENT FROM OTHERS

Proper maintenance of pond especially the monthly change of water

Regular checking of fish conditions

Sufficient quantity of feeds is supplied to tilapia

Foodstuffs used are of good quality

The degree of freshness is high

Good quality of fish with an average weight of 250 grams

Light- colored tilapia which is popular because of its fatness, delicious

taste, soft flesh and pleasant smell.

VI. CONCLUSION
The present problem faced by the market particularly in Kidapawan City is
the insufficiency of fish supply delivered by the producers. This is due to low
production in the area. Because of this factor, the market cannot reach its full
potential. The demand for fresh water fish like tilapia is high among the local
consumers. Shortage of tilapia hits an average of 39.46%, thus creating
marketing opportunity for our business. A sound marketing strategy should
include consideration of the demand for the product at the moment.