Chapter 3 Situation and SWOT Analysis

Situation Analysis

The SWOT analysis was made base from the firm‘s capability and base on its internal and external
factors. The internal and external factors that helps identify the business strengths and opportunities
are the company‘s knowledge about its own capacity and capability to do the work, its internal aspects
(the employees and the owner itself), and the business location. The weaknesses and the threats were
made base from the firm‘s external and internal factors. Those factors that affect the business are the
experience that they have, the customer‘s knowledge about the business, and the employees
themselves. The SWOT analysis where conducted in order to know the different factors that will affect
the company. The SWOT analysis were conducted by knowing different factors in the Philippines mainly
in Davao City in which our business will be located that can affect the business. These could help us
improve our business and have a better understanding about the different things and phenomena
around the national scale. Opportunities and Strength with the forming lasting relationship with the
distributor and offering unique and affordable product compared to competitors’ area can use this
opportunity to develop strategic marketing through analysis of new demand. The business weaknesses
are mainly relatively new to the market and competitors can quickly offer similar product. Large
competitor such as school canteen and rising cost of our ingredients product would surely affect our
sales and would be a threat to the business.

SWOT Analysis

 Strengths
- Offers unique kind of lumpia in the school.
- Offers lower-priced product compared to competitors in its area.
- Has very little debt with great potential growth.
- The product is still relevant to the customers because of its convenience and easy to
prepare meals especially to the millennial.

 Weaknesses
- Relatively new to the market.
- Low profit margin
- Limited start-up cost
- Competitors can offer similar product quickly

 Opportunities
- Forming lasting relationships with distributors
- Chance to expand business
- Growing interest in support for locally sourced ingredients
  Threats
- Rising cost of ingredients
- Large competitors such as school canteen
- There are a lot of risks the business has to take because it is new.

3.1 Competitive Analysis

Lumpia can be bought anywhere, there a lot of seller which can be found in the different store such as in
the canteen, but our product Chao Lumpia is made different to stand its own quality, flavor and taste.
We are going to make our name in food industry. School Canteen is only our competitor we conducted a
comparative analysis to show how different on the competitors in terms of its performance. The table
below shows the competitive analysis of Our Business. The goal of competitive analysis is to better
position the products and to leverage their competitive edge in the competing business.

Factors/Bases for Our Business School Canteen

Comparisons
Pricing P 5.00 P 7.00
Appearance Crunchy, Brown Not crunchy, Tan
Taste Delicious, Flavorful Delicious, Simple

3.2 Market Analysis

3.2.1 Market Forecast

Teenagers most likely love to try unique and new product. That’s why we decide to have a different
taste of Lumpia. The population of the Philippine Women’s College of Davao community is
approximately 8000 students and half of the population is teenager.

3.2.2 Segmentation

The business offers unique product the Chao Lumpia. The business will segment customers based on
their age, allowance or income, and their occupation. The business will mainly focus on customers with
age ranges from 13 to 23 years old. The business has made its condition which is appropriate for
understudies or students of school to get and have some taste of our Chao Lumpia. Also, the business
will centralize their attention to the occupation of their customers prior to their income or allowance
whether as students or employees. Our target customers would be the Students and Employees/Staff of
the school.
3.2.3 Customer Information

 PERFECT ORDERING
And perfect management of the retail requirement from end to
end.

 KNOWLEDGE EXCHANGE
And a though understanding of the supply chain from end to
end by all partners.
 GREAT PEOPLE
Without which managing a supply chain relationship is
impossible
 MAINTINING OPTIMAL INVENTORY
Which is vital to satisfying demand

 CONSTUMER SATIFASTION
This involves service by the customer from a delicious product
and a good relation for customers.

3.2.4 Market Needs Analysis

 Strategic Planning Inventory
- Market Research
- Customer Survey
- Social Media Advertising
 Advertising Specialties
- Logo for Chao Lumpia
- Flyers
 Market Support
- Potential Customer List
- Capital
1. Process
2. Change
3. Value Proposition
4. Decision Maker
CHAPTER 4 Marketing Strategies

4.1 Objectives

 To introduce new invented product that does not existed in the market.
 To provide excellent product and strengthen customer relationship.
 To increase sales.

4.2 Focused Strategy

The focused strategy is through video advertising in which it helps to introduce our product and be
able to meet our objectives. Also we will provide pamphlets which is also one way in promoting our
product. This focus strategy will help us to be patronize and be known in the market.

4.3 Market Segmentation Focus

Our market segmentation focuses students which our product will be located at the school,
customers at the mall.

4.4 Product Positioning

The product positioning is located at the mall (food wall) which we think is very accessible to
everyone who is having a meal or snack. Another one is at the school which we think accessible to
students as being part of our market segment.