Uwd Market Aspect

MARKET ASPECT
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CHAPTER 1
MARKET ASPECT
INTRODUCTION
Establishing a business takes a lot of time, effort, decision making, determination, risk
and creative notions in order to offer something to the expanding demands of the people. So the
proponents of the business must be able to decide if the business offered to them is sensible.
Possibly, one of the most interesting and challenging part in a business industry is to come out in
a market already possessing a great number of competitors and as well as in formulating strategic
planning, tactics and nurturing good ideas in order to keep up with not just the competitors, but
also the changes of the demands of the market.
Market study plays a vital role in the field of business in determining the goodwill and
viability of the company. It helps the business in having an overview to the customer’s needs,
wants and beliefs which can help enhance its competitiveness. In addition, the study can be used
to classify on how, where, when, the service can be marketed.
The market also engaged with the significance of the product being studied whether it is
profitable or not. It includes the nature and the behaviour of the target market. It also contains the
description, location, price study and the demand and supply analysis. Such information will
emphasize the marketing plan which is relevant in the business operation.
For the business to flourish, it should be given time and effort. The proponent of the
business must have the desired creativity to be able to provide quality service to its customer.
The fulfilment of the needs and wants of its customer or target market must be the key objective
of the proposed business.
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BUSINESS DESCRIPTION
The proposed business is called Unlimited Wings Diner that is a food business that
offers unlimited fried chicken wings with variety of flavours and rice as well as soft drinks that is
sold by bottles. It is located at Panganiban Corner, Sanciangko St., Barangay Pahina Central,
Cebu City. The business will be open every day, from 11:00 am to 8:00 pm. The business
entertains dine in customers and serve the food directly to the customers. It has a total of 7
employees and the owner. All of the personnel are required to render time and effort in operating
the business.
PRODUCT
The Unlimited Wings Diner is specialized in producing fried chicken wings that is much
flavorful due its tasty ingredients that can give delight in every bite. It will be served freshly
cooked that comes with variety of flavors: Original, Spicy and Mustard Fried Chicken Wings.
The variety of flavors will add to the uniqueness of the product that will attract the attention and
curiosity of the customers, having it as an enticing meal to try on.
USES OF THE PRODUCT
Chicken wings are enriched with protein content which ultimately contributes to muscle
growth and development. Aside from this, it is also a great source of vitamins and minerals like
protein, vitamin B6 and phosphorus that are the strength and energy booster of the body.
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TARGET MARKET
The proposed business is located in one of the barangays in Cebu City – Panganiban
Corner, Sanciangko St., Barangay Pahina Central. It is ideal; hence it is near the schools,
business establishments, churches and residences that will be included in the business target
market segmentation. The residences living within the scope of the business location, students,
boarders, workers and by-passers will be the main target market of the proposed business.
MARKET DESCRIPTION
The market of the proposed business is composed of adults aging from 25 to 59 years old
that are mostly working near the business site, that includes the employees of Cebu City Medical
Center as well as its outpatients, senior citizens aging from 60 years old and above and students
aging from 10 to 24 years old who is residing nearby the business site that have enough
allowance to avail the products. Such people will be the target market of the proposed business
that has purchasing ability and great opportunity and convenience to avail the products.
SURVEY AND RESEARCH INSTRUMENT
The proponents prepared a survey questionnaire as an instrument to gather information

from the target market of the business. The results of the survey will be used in determining the
demand and supply projections of the business. The proponents conducted a survey within the
scope of the business location.
The survey questionnaire is a multiple choice for the convenience of the respondents and
constitutes 16 questions. There are 300 respondents who willingly participated and answered the
questions being asked.
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CONSOLIDATED SURVEY RESULTS AND INTERPRETATION
Question #1: Do you go to an unlimited restaurant?
Table 1
Result of Question #1
Factors Number of respondents Percentage

Yes 291 97%
No 9 3%
TOTAL 300 100%
Table 1 shows that 97% of the respondents go to unlimited restaurant and 3% of the
respondents don’t.
Question #2: How much do you usually spend in an unlimited restaurant?
Table 2

P200.00 – P300.00 285 98%
P301.00 – P400.00 6 2%
Above P400.00 0 0%
TOTAL 291 100%
Table2 indicates that 98% of the respondents spend up to P300.00, 2% spend P301.00 to
P400.00 in eating in an unlimited restaurant, and 0% of the respondents spend more than
P400.00.
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Question #3: Do you buy and eat fried chicken wings?
Table 3

Yes 230 79%
No 61 21%
TOTAL 291 100%
Table 3 reveals that 79% of the respondents buy and eat fried chicken wings and 21% of
the respondents don’t.
Question #4: How often do you eat fried chicken wings?
Table 4

Everyday 115 50%
Once a week 51 22%
Twice a week 64 28%
TOTAL 230 100%
Table 4 indicates that 50% of the respondents eat fried chicken wings every day, 22% of
the respondents eat once a week and 28% of the respondents eat twice a week.
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Question #5: What flavour of fried chicken wings do you prefer?
Table 5

Original 99 43%
Spicy 110 48%
Mustard 21 9%
TOTAL 230 100%
Table 5 illustrates that 43% of the respondents choose original flavor, 48% of the
respondents prefer spicy flavor, and 9% of the respondents choose mustard fried chicken wings.
Question #6: If you choose original flavor, how many pieces of original fried chicken wings
can you consume?
Table 6

1 – 2 pieces 76 77%
3 – 4 pieces 21 21%
5 or more pieces 2 2%
TOTAL 99 100%
Table 6 shows that 77% of the respondents can eat 1–2 pieces of original fried chicken
wings, 21% of the respondents can eat 3–4 pieces and 2% of the respondents can eat more than 4
pieces.
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Question #7: If you choose spicy flavor, how many pieces of spicy fried chicken wings can
you consume?
Table 7

1 – 2 pieces 81 74%
3 – 4 pieces 25 23%
TOTAL 110 100%
Table 7 reveals that 74% of the respondents can eat 1 – 2 pieces of spicy fried chicken
wings, 23% of the respondents can eat 3 – 4 pieces and 3% of the respondents can eat more than
4 pieces.
Question #8: If you choose mustard flavor, how many pieces of mustard fried chicken
wings can you consume?
Table 8

1 – 2 pieces 17 81%
3 – 4 pieces 4 19%
TOTAL 21 100%
Table 8 indicates that 78% of the respondents can eat 1 – 2 pieces of mustard fried
chicken wings, 22% of the respondents can eat 3 – 4 pieces and 0% of the respondents can eat
more than 4 pieces.
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Question #9: If you eat fried chicken wings, do you partner it with rice?
Table 9

Yes 230 100%
No 0 0%
TOTAL 230 100%
Table 9 illustrates that 100% of the respondents usually eat fried chicken wings with rice.
Question #10: How many cups of rice can you consume?
Table 10

1 – 2 cups 221 96%
3 – 4 cups 9 4%
5 or more cups 0 0%
TOTAL 230 100%
Table 10 shows that 96% of the respondents can eat 1 – 2 cups of rice, 4% of the
respondents can eat up to 3 – 4 cups of rice and 0% of the respondents can eat more than 4 cups
of rice.
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Question #11: What kind of drinks do you prefer?
Table 11

Water 32 14%
Coke 74 32%
Sprite 62 27%
Royal 53 23%
Others 9 4%
TOTAL 230 100%
Table 11 indicates that 14% of the respondents prefer water, 32% choose coke, 27%
prefer sprite, 23% choose royal and 5% of the respondents choose others that are mostly iced tea
juices.
Question #12: If you choose water, how many bottles can you consume?
Table 12

1 – 2 bottles 29 91%
3 or more 3 9%
TOTAL 32 100%
Table 12 illustrates that 91% of the respondents drink 1 – 2 bottles of water and 9% of the
respondents can drink 3 or more bottles.
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Question #13: If you choose coke, how many bottles can you consume?
Table 13

1 – 2 bottles 72 97%
3 or more 2 3%
TOTAL 74 100%
Table 13 reveals that 97% of the respondents drink 1 – 2 bottles of coke and 3% of the
Question #14: If you choose sprite, how many bottles can you consume?
Table 14

1 – 2 bottles 61 98%
3 or more 1 2%
TOTAL 62 100%
Table 14 shows that 98% of the respondents drink 1 – 2 bottles of sprite and 2% of the
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Question #15: If you choose royal, how many bottles can you consume?
Table 15

1 – 2 bottles 52 98%
3 or more 1 2%
TOTAL 53 100%
Table 15 indicates that 98% of the respondents drink 1 – 2 bottles of royal and 2% of the
Question #16: If we are going to establish this business, are you willing to avail our
products?
Table 16

Yes 154 53%
No 137 47%
TOTAL 291 100%
Table 16 shows that 53% of the respondents are willing to avail the proposed products.
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ANALYTICAL DEMAND AND SUPPLY MEASUREMENTS
DEMAND MEASUREMENTS
Population Data
The proponents inquired and gathered the population data from 2014 to 2018 in all places
that are within the scope of the business location (within 300 meters) to determine the total
population of the target market of the proposed business. It is classified according to the range of
age and level of income that are the bases in determining the capability of the population to
purchase the products of the proposed business. The population gathered are mostly composed of
employed adults and students who have purchasing ability to buy the proposed products.
Table 17
Population Data
Target market 2014 2015 2016 2017 2018
Barangay Pahina Central 3,515 3,521 3,586 3,598 3,611
Pahina San Nicolas 2,459 2,486 2,691 2,809 2,924
San Nicolas Central 5,398 5,405 5,422 5,435 5,490
Cebu City Medical Center 1,734 1,883 1,914 2,156 2,223
3 Boarding Houses 147 146 150 149 152
TOTAL 13,253 13,441 13,763 14,147 14,400
Table 18
Actual Volume for the past five years
% in market who % in market who
Year Population go to unlimited buy and eat fried Actual Volume
restaurant (Q1) chicken wings (Q3)
2014 13,253 97% 79% 10,156
2015 13,441 97% 79% 10,300
2016 13,763 97% 79% 10,547
2017 14,147 97% 79% 10,841
2018 14,400 97% 79% 11,035
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Table 19
Volume for the year 2014
Survey
Survey Number
Actual Results
Period Product Results of days Volume
Volume (Q5,Q9,
(Q4) in a year
Q11)
Original Fried
10,156 50% 43% 365 796,992
Chicken Wings
Spicy Fried
10,156 50% 48% 365 889,666
Chicken Wings
Mustard Fried
10,156 50% 9% 365 166,812
Chicken Wings
Everyday Rice 10,156 50% 100% 365 1,853,470
Water 10,156 50% 14% 365 259,486
Coke 10,156 50% 32% 365 593,110
Sprite 10,156 50% 27% 365 500,437
Royal 10,156 50% 23% 365 426,298
Original Fried
10,156 22% 43% 52 49,959
Chicken Wings
Spicy Fried
10,156 22% 48% 52 55,769
Chicken Wings
Mustard Fried
10,156 22% 9% 52 10,457
Once a Chicken Wings
week Rice 10,156 22% 100% 52 116,185
Water 10,156 22% 14% 52 16,266
Coke 10,156 22% 32% 52 37,179
Sprite 10,156 22% 27% 52 31,370
Royal 10,156 22% 23% 52 26,722
Original Fried
10,156 28% 43% 104 127,169
Chicken Wings
Spicy Fried
10,156 28% 48% 104 141,957
Chicken Wings
Mustard Fried
10,156 28% 9% 104 26,617
Twice a Chicken Wings
week Rice 10,156 28% 100% 104 295,743
Water 10,156 28% 14% 104 41,404
Coke 10,156 28% 32% 104 94,638
Sprite 10,156 28% 27% 104 79,851
Royal 10,156 28% 23% 104 68,021
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Table 20
Summary of Volume in 2014
Product Everyday Once a week Twice a week Volume

Original Fried Chicken Wings 796,992 49,959 127,169 974,120
Spicy Fried Chicken Wings 889,666 55,769 141,957 1,087,392
Mustard Fried Chicken Wings 166,812 10,457 26,617 203,886
Rice 1,853,470 116,185 295,743 2,265,398
Water 259,486 16,266 41,404 317,156
Coke 593,110 37,179 94,638 724,927
Sprite 500,437 31,370 79,851 611,658
Royal 426,298 26,722 68,021 521,041
Table 21
Annual Demand of Fried Chicken Wings in 2014
Number of Survey Results Annual
Product Volume
pieces (Q6 to Q8) Demand
Original Fried Chicken Wings 974,120 77% 750,072
1 – 2 pcs Spicy Fried Chicken Wings 1,087,392 74% 804,670
Mustard Fried Chicken Wings 203,886 81% 165,148
5 or more Spicy Fried Chicken Wings 1,087,392 3% 32,622
Mustard Fried Chicken Wings 203,886 0% 0
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Table 22
Annual Demand of Rice in 2014
Number of cups Volume Survey Results (Q10) Annual Demand
1 – 2 cups 96% 2,174,782

3 – 4 cups 2,265,398 4% 90,616
5 or more 0% 0
Table 23
Annual Demand of Drinks in 2014
Survey Results
Number of bottles Product Volume Annual Demand
(Q12 to Q15)
Water 317,156 91% 288,612
Coke 724,927 97% 703,179
1 – 2 bottles
Sprite 611,658 98% 599,425
Royal 521,041 98% 510,620
Water 317,156 9% 28,544
Coke 724,927 3% 21,748
3 or more
Sprite 611,658 2% 12,233
Royal 521,041 2% 10,421
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Table 24
Survey
Survey Number
Actual Results
Volume (Q5,Q9,
(Q4) in a year
Q11)
Original Fried
10,300 50% 43% 365 808,293
Chicken Wings
Spicy Fried
10,300 50% 48% 365 902,280
Chicken Wings
Mustard Fried
10,300 50% 9% 365 169,178
Chicken Wings
Everyday Rice 10,300 50% 100% 365 1,879,750
Water 10,300 50% 14% 365 263,165
Coke 10,300 50% 32% 365 601,520
Sprite 10,300 50% 27% 365 507,533
Royal 10,300 50% 23% 365 432,343
Original Fried
10,300 22% 43% 52 50,668
Chicken Wings
Spicy Fried
10,300 22% 48% 52 56,559
Chicken Wings
Mustard Fried
10,300 22% 9% 52 10,605
week Rice 10,300 22% 100% 52 117,832
Water 10,300 22% 14% 52 16,496
Coke 10,300 22% 32% 52 37,706
Sprite 10,300 22% 27% 52 31,815
Royal 10,300 22% 23% 52 27,101
Original Fried
10,300 28% 43% 104 128,972
Chicken Wings
Spicy Fried
10,300 28% 48% 104 143,969
Chicken Wings
Mustard Fried
10,300 28% 9% 104 26,994
week Rice 10,300 28% 100% 104 299,936
Water 10,300 28% 14% 104 41,991
Coke 10,300 28% 32% 104 95,980
Sprite 10,300 28% 27% 104 80,983
Royal 10,300 28% 23% 104 68,985
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Table 25

Original Fried Chicken Wings 808,293 50,668 128,972 987,933
Rice 1,879,750 117,832 299,936 2,297,518
Water 263,165 16,496 41,991 321,652
Coke 601,520 37,706 95,980 735,206
Sprite 507,533 31,815 80,983 620,331
Royal 432,343 27,101 68,985 528,429
Table 26
Product Volume
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Table 27
1 – 2 cups 96% 2,205,617

3 – 4 cups 2,297,518 4% 91,901
5 or more 0% 0
Table 28
Survey Results
(Q12 to Q15)
Water 321,652 91% 292,703
Coke 735,206 97% 713,150
1 – 2 bottles
Sprite 620,331 98% 607,924
Royal 528,429 98% 517,860
Water 321,652 9% 28,949
Coke 735,206 3% 22,056
3 or more
Sprite 620,331 2% 12,407
Royal 528,429 2% 10,569
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Table 29
Survey
Survey Number
Actual Results
Volume (Q5,Q9,
(Q4) in a year
Q11)
Original Fried
10,547 50% 43% 365 827,676
Chicken Wings
Spicy Fried
10,547 50% 48% 365 923,917
Chicken Wings
Mustard Fried
10,547 50% 9% 365 173,234
Chicken Wings
Everyday Rice 10,547 50% 100% 365 1,924,828
Water 10,547 50% 14% 365 269,476
Coke 10,547 50% 32% 365 615,945
Sprite 10,547 50% 27% 365 519,703
Royal 10,547 50% 23% 365 442,710
Original Fried
10,547 22% 43% 52 51,883
Chicken Wings
Spicy Fried
10,547 22% 48% 52 57,916
Chicken Wings
Mustard Fried
10,547 22% 9% 52 10,859
week Rice 10,547 22% 100% 52 120,658
Water 10,547 22% 14% 52 16,892
Coke 10,547 22% 32% 52 38,610
Sprite 10,547 22% 27% 52 32,578
Royal 10,547 22% 23% 52 27,751
Original Fried
10,547 28% 43% 104 132,065
Chicken Wings
Spicy Fried
10,547 28% 48% 104 147,422
Chicken Wings
Mustard Fried
10,547 28% 9% 104 27,642
week Rice 10,547 28% 100% 104 307,129
Water 10,547 28% 14% 104 42,998
Coke 10,547 28% 32% 104 98,281
Sprite 10,547 28% 27% 104 82,925
Royal 10,547 28% 23% 104 70,640
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Table 30

Original Fried Chicken Wings 827,676 51,883 132,065 1,011,624
Rice 1,924,828 120,658 307,129 2,352,615
Water 269,476 16,892 42,998 329,366
Coke 615,945 38,610 98,281 752,836
Sprite 519,703 32,578 82,925 635,206
Royal 442,710 27,751 70,640 541,101
Table 31
Product Volume
Original Fried Chicken Wings 1,011,624 77% 778,950
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Table 32
1 – 2 cups 96% 2,258,510

3 – 4 cups 2,352,615 4% 94,105
5 or more 0% 0
Table 33
Survey Results
(Q12 to Q15)
Water 329,366 91% 299,723
Coke 752,836 97% 730,251
1 – 2 bottles
Sprite 635,206 98% 622,502
Royal 541,101 98% 530,279
Water 329,366 9% 29,643
Coke 752,836 3% 22,585
3 or more
Sprite 635,206 2% 12,704
Royal 541,101 2% 10,822
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Table 34
Survey
Survey Number
Actual Results
Volume (Q5,Q9,
(Q4) in a year
Q11)
Original Fried
10,841 50% 43% 365 850,747
Chicken Wings
Spicy Fried
10,841 50% 48% 365 949,672
Chicken Wings
Mustard Fried
10,841 50% 9% 365 178,063
Chicken Wings
Everyday Rice 10,841 50% 100% 365 1,978,483
Water 10,841 50% 14% 365 276,988
Coke 10,841 50% 32% 365 633,114
Sprite 10,841 50% 27% 365 534,190
Royal 10,841 50% 23% 365 455,051
Original Fried
10,841 22% 43% 52 53,329
Chicken Wings
Spicy Fried
10,841 22% 48% 52 59,530
Chicken Wings
Mustard Fried
10,841 22% 9% 52 11,162
week Rice 10,841 22% 100% 52 124,021
Water 10,841 22% 14% 52 17,363
Coke 10,841 22% 32% 52 39,687
Sprite 10,841 22% 27% 52 33,486
Royal 10,841 22% 23% 52 28,525
Original Fried
10,841 28% 43% 104 135,747
Chicken Wings
Spicy Fried
10,841 28% 48% 104 151,531
Chicken Wings
Mustard Fried
10,841 28% 9% 104 28,412
week Rice 10,841 28% 100% 104 315,690
Water 10,841 28% 14% 104 44,197
Coke 10,841 28% 32% 104 101,021
Sprite 10,841 28% 27% 104 85,236
Royal 10,841 28% 23% 104 72,609
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Table 35

Rice 1,978,483 124,021 315,690 2,418,194
Water 276,988 17,363 44,197 338,548
Coke 633,114 39,687 101,021 773,822
Sprite 534,190 33,486 85,236 652,912
Royal 455,051 28,525 72,609 556,185
Table 36
Product Volume
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Table 37
1 – 2 cups 96% 2,321,466

3 – 4 cups 2,418,194 4% 96,728
5 or more 0% 0
Table 38
Survey Results
(Q12 to Q15)
Water 338,548 91% 308,079
Coke 773,822 97% 750,607
1 – 2 bottles
Sprite 652,912 98% 639,854
Royal 556,185 98% 545,061
Water 338,548 9% 30,469
Coke 773,822 3% 23,215
3 or more
Sprite 652,912 2% 13,058
Royal 556,185 2% 11,124
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Table 39
Survey
Survey Number
Actual Results
Volume (Q5,Q9,
(Q4) in a year
Q11)
Original Fried
11,035 50% 43% 365 865,972
Chicken Wings
Spicy Fried
11,035 50% 48% 365 966,666
Chicken Wings
Mustard Fried
11,035 50% 9% 365 181,250
Chicken Wings
Everyday Rice 11,035 50% 100% 365 2,013,888
Water 11,035 50% 14% 365 281,944
Coke 11,035 50% 32% 365 644,444
Sprite 11,035 50% 27% 365 543,750
Royal 11,035 50% 23% 365 463,194
Original Fried
11,035 22% 43% 52 54,283
Chicken Wings
Spicy Fried
11,035 22% 48% 52 60,595
Chicken Wings
Mustard Fried
11,035 22% 9% 52 11,362
week Rice 11,035 22% 100% 52 126,240
Water 11,035 22% 14% 52 17,674
Coke 11,035 22% 32% 52 40,397
Sprite 11,035 22% 27% 52 34,085
Royal 11,035 22% 23% 52 29,035
Original Fried
11,035 28% 43% 104 138,176
Chicken Wings
Spicy Fried
11,035 28% 48% 104 154,243
Chicken Wings
Mustard Fried
11,035 28% 9% 104 28,921
week Rice 11,035 28% 100% 104 321,339
Water 11,035 28% 14% 104 44,987
Coke 11,035 28% 32% 104 102,829
Sprite 11,035 28% 27% 104 86,762
Royal 11,035 28% 23% 104 73,908
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Table 40

Rice 2,013,888 126,240 321,339 2,461,467
Water 281,944 17,674 44,987 344,605
Coke 644,444 40,397 102,829 787,670
Sprite 543,750 34,085 86,762 664,597
Royal 463,194 29,035 73,908 566,137
Table 41
Product Volume
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Table 42
1 – 2 cups 96% 2,363,008

3 – 4 cups 2,461,467 4% 98,459
5 or more 0% 0
Table 43
Survey Results
(Q12 to Q15)
Water 344,605 91% 313,591
Coke 787,670 97% 764,040
1 – 2 bottles
Sprite 664,597 98% 651,305
Royal 566,137 98% 554,814
Water 344,605 9% 31,014
Coke 787,670 3% 23,630
3 or more
Sprite 664,597 2% 13,292
Royal 566,137 2% 11,323
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Table 44
Total Historical Demand
Product 2014 2015 2016 2017 2018

Original Fried Chicken Wings 974,120 987,933 1,011,624 1,039,823 1,058,431
Spicy Fried Chicken Wings 1,087,392 1,102,808 1,129,255 1,160,733 1,181,504
Mustard Fried Chicken Wings 203,886 206,777 211,735 217,637 221,533
Rice 2,265,398 2,297,518 2,352,615 2,418,194 2,461,467
Water 317,156 321,652 329,366 338,548 344,605
Coke 724,927 735,206 752,836 773,822 787,670
Sprite 611,658 620,331 635,206 652,912 664,597
Royal 521,041 528,429 541,101 556,185 566,137
PROJECTED DEMAND
(using Arithmetic Straight – Line Method)
Step 1 and 2
Table 45
Demand for the Demand for the Average

Product N=5
last year first year Increase
Original Fried Chicken Wings 1,058,431 974,120 5 16,862

Spicy Fried Chicken Wings 1,181,504 1,087,392 5 18,822
Mustard Fried Chicken Wings 221,533 203,886 5 3,529
Rice 2,461,467 2,265,398 5 39,214
Water 344,605 317,156 5 5,490
Iced tea 787,670 724,927 5 12,549
Coke 664,597 611,658 5 10,588
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Step 3
Table 46
Original Fried Chicken Wings Projected Demand
Year Projected years Projected demand

2019 1,058,431 + 16,862 1,075,293
2020 1,075,293 + 16,862 1,092,155
2021 1,092,155 + 16,862 1,109,017
2022 1,109,017 + 16,862 1,125,879
2023 1,125,879 + 16,862 1,142,741
Table 47
Spicy Fried Chicken Wings Projected Demand

2019 1,181,504 + 18,222 1,200,326
2020 1,200,326 + 18,222 1,219,148
2021 1,219,148 + 18,222 1,237,970
2022 1,237,970 + 18,222 1,256,792
2023 1,256,792 + 18,222 1,275,614
Table 48
Mustard Fried Chicken Wings Projected Demand

2019 221,533 + 3,529 225,062
2020 225,062 + 3,529 228,591
2021 228,591 + 3,529 232,120
2022 232,120 + 3,529 235,649
2023 235,649 + 3,529 239,178
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Table 49
Rice Projected Demand

2019 2,461,467 + 39,214 2,500,681
2020 2,500,681 + 39,214 2,539,895
2021 2,539,895 + 39,214 2,579,109
2022 2,579,109 + 39,214 2,618,323
2023 2,618,323 + 39,214 2,657,537
Table 50
Water Projected Demand

2019 344,605 + 5,490 350,095
2020 350,095 + 5,490 355,585
2021 355,585 + 5,490 361,075
2022 361,075 + 5,490 366,565
2023 366,565 + 5,490 372,055
Table 51
Coke Projected Demand

2019 787,670 + 12,549 800,219
2020 800,219 + 12,549 812,768
2021 812,768 + 12,549 825,317
2022 825,317 + 12,549 837,866
2023 837,866 + 12,549 850,415
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Table 52
Sprite Projected Demand

2019 664,597 + 10,588 675,185
2020 675,185 + 10,588 685,773
2021 685,773 + 10,588 696,361
2022 696,361 + 10,588 706,949
2023 706,949 + 10,588 717,537
Table 53
Royal Projected Demand

2019 566,137 + 9,019 575,156
2020 575,156 + 9,019 584,175
2021 584,175 + 9,019 593,195
2022 593,195 + 9,019 602,214
2023 602,214 + 9,019 611,233
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Table 54
Total Projected Demand for five years
Product 2014 2015 2016 2017 2018

Original Fried Chicken Wings 974,120 987,933 1,011,624 1,039,823 1,058,431
Spicy Fried Chicken Wings 1,087,392 1,102,808 1,129,255 1,160,733 1,181,504
Mustard Fried Chicken Wings 203,886 206,777 211,735 217,637 221,533
Rice 2,265,398 2,297,518 2,352,615 2,418,194 2,461,467
Water 317,156 321,652 329,366 338,548 344,605
Coke 724,927 735,206 752,836 773,822 787,670
Sprite 611,658 620,331 635,206 652,912 664,597
Royal 521,041 528,429 541,101 556,185 566,137
Page | 37
SUPPLY MEASUREMENTS
Competitor’s Data
The proponents made an inquiry and gathered some information regarding the
accumulated sales of fried chicken wings, rice and soft drinks sold by the competitors of the
proposed business every year in a period of five years (2014-2018). Such information will be the
bases in determining the historical supply of the products as well as the projected supply for the
next five years.
Table 55
Historical Supply of Carlito’s Fried Chicken in 2014
Number of Number of
Product pcs/cups/bottles days in a Total Annual Supply
sold in a day year
Original Fried Chicken Wings 120 365 43,800
Rice 450 365 164,250
Water 170 365 62,050
Coke 150 365 54,750
Sprite 80 365 29,200
Table 56
Historical Supply of CSN Eatery in 2014
Number of Number of
sold in a day year
Rice 400 365 146,000
Water 190 365 69,350
Coke 200 365 73,000
Page | 38
Table 57
Historical Supply of Jollibee in 2014
Number of Number of
sold in a day year
Original Fried Chicken Wings 1,180 365 430,700
Spicy Fried Chicken Wings 1,065 365 388,725
Rice 2,530 365 923,450
Coke 710 365 259,150
Sprite 670 365 244,550
Royal 630 365 229,950
Table 58
Historical Supply of McDonald’s in 2014
Number of Number of
sold in a day year
Rice 2,525 365 921,625
Coke 700 365 255,500
Sprite 665 365 242,725
Royal 620 365 226,300
Page | 39
Table 59
Number of Number of
sold in a day year
Rice 475 365 173,375
Water 175 365 63,875
Coke 160 365 58,400
Sprite 80 365 29,200
Table 60
Number of Number of
sold in a day year
Rice 410 365 149,650
Water 200 365 73,000
Coke 205 365 74,825
Page | 40
Table 61
Number of Number of
sold in a day year
Rice 2,540 365 927,100
Coke 715 365 260,975
Sprite 680 365 248,200
Royal 640 365 233,600
Table 62
Number of Number of
sold in a day year
Rice 2,535 365 925,275
Coke 660 365 240,900
Sprite 675 365 246,375
Royal 630 365 229,950
Page | 41
Table 63
Number of Number of
sold in a day year
Rice 480 365 175,200
Water 180 365 65,700
Coke 170 365 62,050
Sprite 85 365 31,025
Table 64
Number of Number of
sold in a day year
Rice 420 365 153,300
Water 205 365 74,825
Coke 210 365 76,650
Page | 42
Table 65
Number of Number of
sold in a day year
Rice 2,550 365 930,750
Coke 720 365 262,800
Sprite 690 365 251,850
Royal 650 365 237,250
Table 66
Number of Number of
sold in a day year
Rice 2,545 365 928,925
Coke 670 365 244,550
Sprite 690 365 251,850
Royal 630 365 229,950
Page | 43
Table 67
Number of Number of
sold in a day year
Rice 490 365 178,850
Water 195 365 71,175
Coke 180 365 65,700
Sprite 90 365 32,850
Table 68
Number of Number of
sold in a day year
Rice 430 365 156,950
Water 210 365 76,650
Coke 215 365 78,475
Page | 44
Table 69
Number of Number of
sold in a day year
Rice 2,565 365 936,225
Coke 725 365 264,625
Sprite 710 365 259,150
Royal 675 365 246,375
Table 70
Number of Number of
sold in a day year
Rice 2,560 365 934,400
Coke 685 365 250,025
Sprite 710 365 259,150
Royal 645 365 235,425
Page | 45
Table 71
Number of Number of
sold in a day year
Rice 500 365 182,500
Water 200 365 73,000
Coke 190 365 69,350
Sprite 100 365 36,500
Table 72
Number of Number of
sold in a day year
Rice 440 365 160,600
Water 215 365 78,475
Coke 220 365 80,300
Page | 46
Table 73
Number of Number of
sold in a day year
Rice 2,580 365 941,700
Coke 730 365 266,450
Sprite 720 365 262,800
Royal 690 365 251,850
Table 74
Number of Number of
sold in a day year
Rice 2,570 365 938,050
Coke 720 365 262,800
Sprite 715 365 260,975
Royal 660 365 240,900
Page | 47
Table 75
Summary of Total Annual Supply
Competitors Product 2014 2015 2016 2017 2018

Original Fried
43,800 47,450 49,275 51,100 54,750
Chicken Wings
Carlito’s Rice 164,250 173,375 175,200 178,850 182,500
Fried
Water 62,050 63,875 65,700 71,175 73,000
Chicken
Coke 54,750 58,400 62,050 65,700 69,350
Sprite 29,200 29,200 31,025 32,850 36,500
Original Fried
21,900 23,725 25,550 29,200 32,850
Chicken Wings
CSN Eatery Rice 146,000 149,650 153,300 156,950 160,600

Water 69,350 73,000 74,825 76,650 78,475
Coke 73,000 74,825 76,650 78,475 80,300
Original Fried
430,700 430,700 432,525 436,175 438,000
Chicken Wings
Spicy Fried
388,725 401,500 419,750 423,400 432,525
Chicken Wings
Jollibee Rice 923,450 927,100 930,750 936,225 941,700
Coke 259,150 260,975 262,800 264,625 266,450
Sprite 244,550 248,200 251,850 259,150 262,800
Royal 229,950 233,600 237,250 246,375 251,850
Original Fried
427,050 428,875 430,700 432,525 434,350
Chicken Wings
Spicy Fried
386,900 410,625 416,100 419,750 430,700
Chicken Wings
McDonald’s Rice 921,625 925,275 928,925 934,400 938,050
Coke 255,500 240,900 244,550 250,025 262,800
Sprite 242,725 246,375 251,850 259,150 260,975
Royal 226,300 229,950 229,950 235,425 240,900
Page | 48
Table 76
Total Historical Supply
Product 2014 2015 2016 2017 2018

Original Fried Chicken Wings 923,450 930,750 938,050 949,000 959,950
Spicy Fried Chicken Wings 775,625 812,125 835,850 843,150 863,225
Rice 2,155,325 2,175,400 2,188,175 2,206,425 2,222,850
Water 131,400 136,875 140,525 147,825 151,475
Coke 642,400 635,100 646,050 658,825 678,900
Sprite 516,475 523,775 534,725 551,150 560,275
Royal 456,250 463,550 467,200 481,800 492,750
Note: There is no historical supply gathered for the Mustard Fried Chicken Wings since none of
the competitors had already produced such product in the market.
PROJECTED SUPPLY
(using Arithmetic Straight – Line Method)
Step 1 and 2
Table 77
Supply for the Supply for the Average

Product N=5
last year first year Increase
Original Fried Chicken Wings 959,950 923,450 5 7,300

Spicy Fried Chicken Wings 863,225 775,625 5 17,520
Rice 2,222,850 2,155,325 5 13,505
Water 151,475 131,400 5 4,015
Coke 678,900 642,400 5 7,300
Sprite 560,275 516,475 5 8,760
Royal 492,750 456,250 5 7,300
Page | 49
Step 3
Table 78
Original Fried Chicken Wings Projected Supply
Year Projected years Projected Supply

2019 959,950 + 7,300 967,250
2020 967,250 + 7,300 974,550
2021 974,550 + 7,300 981,850
2022 981,850 + 7,300 989,150
2023 989,150 + 7,300 996,450
Table 79
Spicy Fried Chicken Wings Projected Supply

2019 863,225 + 17,520 880,745
2020 880,745 + 17,520 898,265
2021 898,265 + 17,520 915,785
2022 915,785 + 17,520 933,305
2023 933,305 + 17,520 950,825
Table 80
Rice Projected Supply

2019 2,222,850 + 13,505 2,236,355
2020 2,236,355 + 13,505 2,249,860
2021 2,249,860 + 13,505 2,263,365
2022 2,263,365 + 13,505 2,276,870
2023 2,276,870 + 13,505 2,290,375
Page | 50
Table 81
Water Projected Supply

2019 151,475 + 4,015 155,490
2020 155,490 + 4,015 159,505
2021 159,505 + 4,015 163,520
2022 163,520 + 4,015 167,535
2023 167,535 + 4,015 171,550
Table 82
Coke Projected Supply

2019 678,900 + 7,300 686,200
2020 686,200 + 7,300 693,500
2021 693,500 + 7,300 700,800
2022 700,800 + 7,300 708,100
2023 708,100 + 7,300 715,400
Table 83
Sprite Projected Supply

2019 560,275 + 8,760 569,035
2020 569,035 + 8,760 577,795
2021 577,795 + 8,760 586,555
2022 586,555 + 8,760 595,315
2023 595,315 + 8,760 604,075
Page | 51
Table 84
Royal Projected Supply

2019 492,750 + 7,300 500,050
2020 500,050 + 7,300 507,350
2021 507,350 + 7,300 514,650
2022 514,650 + 7,300 521,950
2023 521,950 + 7,300 529,250
Table 85
Total Projected Supply for five years
Product 2014 2015 2016 2017 2018

Original Fried Chicken Wings 967,250 974,550 981,850 989,150 996,450
Spicy Fried Chicken Wings 880,745 898,265 915,785 933,305 950,825
Rice 2,236,355 2,249,860 2,263,365 2,276,870 2,290,375
Water 155,490 159,505 163,520 167,535 171,550
Coke 686,200 693,500 700,800 708,100 715,400
Sprite 569,035 577,795 586,555 595,315 604,075
Royal 500,050 507,350 514,650 521,950 529,250
Page | 52
DEMAND AND SUPPLY ANALYSIS
Table 86
Unsatisfied Demand of Original Fried Chicken Wings
Year Projected Demand Projected Supply Unsatisfied Demand

2019 1,075,293 967,250 108,043
2020 1,092,155 974,550 117,605
2021 1,109,017 981,850 127,167
2022 1,125,879 989,150 136,729
2023 1,142,741 996,450 146,291
Table 87
Market Share of Original Fried Chicken Wings
Market Percentage
Year Unsatisfied Demand Market Share
(Q16)
2019 108,043 53% 57,263
2020 117,605 53% 62,331
2021 127,167 53% 67,399
2022 136,729 53% 72,466
2023 146,291 53% 77,534
Page | 53
Table 88
Unsatisfied Demand of Spicy Fried Chicken Wings

2019 1,200,326 880,745 319,581
2020 1,219,148 898,265 320,883
2021 1,237,970 915,785 322,185
2022 1,256,792 933,305 323,487
2023 1,275,614 950,825 324,789
Table 89
Market Share of Spicy Fried Chicken Wings
Market Percentage
(Q16)
2019 319,581 53% 169,378
2020 320,883 53% 170,068
2021 322,185 53% 170,758
2022 323,487 53% 171,448
2023 324,789 53% 172,138
Page | 54
Table 90
Unsatisfied Demand of Mustard Fried Chicken Wings

2019 225,062 0 225,062
2020 228,591 0 228,591
2021 232,120 0 232,120
2022 235,649 0 235,649
2023 239,178 0 239,178
Table 91
Market Share of Mustard Fried Chicken Wings
Market Percentage
(Q16)
2019 225,062 53% 119,283
2020 228,591 53% 121,153
2021 232,120 53% 123,024
2022 235,649 53% 124,894
2023 239,178 53% 126,764
Page | 55
Table 92
Unsatisfied Demand of Rice

2019 2,500,681 2,236,355 264,326
2020 2,539,895 2,249,860 290,035
2021 2,579,109 2,263,365 315,744
2022 2,618,323 2,276,870 341,453
2023 2,657,537 2,290,375 367,162
Table 93
Market Share of Rice
Market Percentage
(Q16)
2019 264,326 53% 140,093
2020 290,035 53% 153,719
2021 315,744 53% 167,344
2022 341,453 53% 180,970
2023 367,162 53% 194,596
Page | 56
Table 94
Unsatisfied Demand of Water

2019 350,095 155,490 194,605
2020 355,585 159,505 196,080
2021 361,075 163,520 197,555
2022 366,565 167,535 199,030
2023 372,055 171,550 200,505
Table 95
Market Share of Water
Market Percentage
(Q16)
2019 194,605 53% 103,141
2020 196,080 53% 103,922
2021 197,555 53% 104,704
2022 199,030 53% 105,486
2023 200,505 53% 106,268
Page | 57
Table 96
Unsatisfied Demand of Coke

2019 800,219 686,200 114,019
2020 812,768 693,500 119,268
2021 825,317 700,800 124,517
2022 837,866 708,100 129,766
2023 850,415 715,400 135,015
Table 97
Market Share of Coke
Market Percentage
(Q16)
2019 114,019 53% 60,430
2020 119,268 53% 63,212
2021 124,517 53% 65,994
2022 129,766 53% 68,776
2023 135,015 53% 71,558
Page | 58
Table 98
Unsatisfied Demand of Sprite

2019 675,185 569,035 106,150
2020 685,773 577,795 107,978
2021 696,361 586,555 109,806
2022 706,949 595,315 111,634
2023 717,537 604,075 113,462
Table 99
Market Share of Sprite
Market Percentage
(Q16)
2019 106,150 53% 56,260
2020 107,978 53% 57,228
2021 109,806 53% 58,197
2022 111,634 53% 59,166
2023 113,462 53% 60,135
Page | 59
Table 100
Unsatisfied Demand of Royal

2019 575,156 500,050 75,106
2020 584,175 507,350 76,825
2021 593,195 514,650 78,545
2022 602,214 521,950 80,264
2023 611,233 529,250 81,983
Table 101
Market Share of Royal
Market Percentage
(Q16)
2019 75,106 53% 39,806
2020 76,825 53% 40,717
2021 78,545 53% 41,629
2022 80,264 53% 42,540
2023 81,983 53% 43,451
Page | 60
PRICE STUDY
As per the survey conducted, the proponents analyze the willingness and capability of the
potential market in availing the proposed products. The proponents have asked the respondents
on how much they usually spend in eating in an unlimited restaurant. The result is essential
information to determine the general price level of the products in the market. Such information
will be used as one of the bases in deciding the price of the proposed product. Aside from this,
some factors are needed to be considered that may affect the price of the product such as the
quality of ingredients, government regulations, and the cost of materials used in production
process.
MARKETING PROGRAM
Unlimited Wings Diner are eager to conduct promotions by distributing an own made
fliers to all places within the scope of our business location, especially those highly crowded and
secure places. Also, the proponents decided to use popular social media platforms in advertising
the products. In this way, more people will be aware of the existence of the business and the
products that are offered in the market. This is less costly but it will already have great impact in
business promotions.
Page | 61

Uwd Market Aspect

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MARKET ASPECT

USES OF THE PRODUCT

SURVEY AND RESEARCH INSTRUMENT

The proponents prepared a survey questionnaire as an instrument to gather information

Question #1: Do you go to an unlimited restaurant?

Factors Number of respondents Percentage

Question #2: How much do you usually spend in an unlimited restaurant?

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Question #4: How often do you eat fried chicken wings?

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Question #10: How many cups of rice can you consume?

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Factors Number of respondents Percentage

Product Everyday Once a week Twice a week Volume

Number of cups Volume Survey Results (Q10) Annual Demand

1 – 2 cups 96% 2,174,782

Product Everyday Once a week Twice a week Volume

Number of cups Volume Survey Results (Q10) Annual Demand

1 – 2 cups 96% 2,205,617

Product Everyday Once a week Twice a week Volume

Number of cups Volume Survey Results (Q10) Annual Demand

1 – 2 cups 96% 2,258,510

Product Everyday Once a week Twice a week Volume

Number of cups Volume Survey Results (Q10) Annual Demand

1 – 2 cups 96% 2,321,466

Product Everyday Once a week Twice a week Volume

Number of cups Volume Survey Results (Q10) Annual Demand

1 – 2 cups 96% 2,363,008

Product 2014 2015 2016 2017 2018

Demand for the Demand for the Average

Original Fried Chicken Wings 1,058,431 974,120 5 16,862

Year Projected years Projected demand

Year Projected years Projected demand

Year Projected years Projected demand

Year Projected years Projected demand

Year Projected years Projected demand

Year Projected years Projected demand

Year Projected years Projected demand

Year Projected years Projected demand

Product 2014 2015 2016 2017 2018

Competitors Product 2014 2015 2016 2017 2018

CSN Eatery Rice 146,000 149,650 153,300 156,950 160,600

Product 2014 2015 2016 2017 2018

Supply for the Supply for the Average

Original Fried Chicken Wings 959,950 923,450 5 7,300

Year Projected years Projected Supply

Year Projected years Projected Supply

Year Projected years Projected Supply

Year Projected years Projected Supply

2020 155,490 + 4,015 159,505

2021 159,505 + 4,015 163,520

2022 163,520 + 4,015 167,535