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Market Analysis

Economic Outlook
According to Asian Development Banks economic growth
forecast for Philippines, the increase in economic growth is
driven by higher employment, low inflation and rising
remittances. It is forecasted that unemployment rate will
decrease on the forthcoming first quarter of 2016. However,
the focus of Philippine Development Plan is to accelerate
inclusive growth by achieving productive employment and
decent work for all. In line with that, the demand for quality
in educational services will increase thereby, giving the
Online CPA review center the opportunity to enter the
market.

NDUSTRY ANALYSIS
History of Online Study
One of the emerging businesses in the Philippines.
Anytime, anywhere kind of learning
1700s, online learning history starts in the very first
distance
learning
schools
generally
called
correspondence courses
1995, the first online degrees started becoming available
2003, Blackboard Learning System staff announced that
40,000 instructors were teaching 150,000 online courses
to more than 6 million students, across 55 countries.
2009, there were over 4.5 million students taking online
classes

List of online review centers


in the Philippines:

National Review Center online

it provides comprehensive set of review tools to help in


preparing for a professional licensure exam by giving quality
review materials available anytime and anywhere at a price
that everyone can afford.

Reviewer Online

ROL has effectively served more than 2,500 modular


enrollees and 600 regular reviewees in the Philippines, UAE,
Kingdom of Saudi Arabia, Qatar, Yemen, Kuwait, Singapore,
Malaysia, Canada, Australia, and the United States.

Carlbalita-e-learning

is an online review program designed for board or licensure


examination takers who are bound to take examinations
such as the Philippine Nurses Licensure Examination, NCLEX,
HAAD, CGFNS, SPLBE, LET, Criminology and Midwifery.

Jurists Bar Review Center


is launched in 2014 because of the popularity of Jurists Bar
Review Center. It claimed a warm reception by the reviewees and now on
its rousing success.

Teaching English as a Foreign Language


TEFL courses are also teacher preparation certificate programs, but
they are not standardized. Therefore, when evaluating an onsite or online TEFL
course, its important to do your research.

SWOT
ANALYSIS
STRENGTHS
Well-designed marketing strategies
Business reputation of being innovative
Higher responsiveness to customer
demands
User-friendly website with easy access
to services provided
Low staff costs

SWOT
ANALYSIS
WEAKNESSES
No direct customer-seller interaction
High start-up costs
Strategic alliances

SWOT
ANALYSIS
OPPORTUNITIES
High demand for the service
Changes in technology and markets like
Internet
Potential new uses of products and / or
services
Rapid increase of Internet users
Lifestyle changes of the people and trends in
the modern generation

SWOT
ANALYSIS
THREATS
A lot of competitors in the market
with similar services
A new advertising campaign
launched by competitors
Competition from online and offline
competitors

DUSTRY DYNAMICS
Based on the record of Commission on
Higher Education Department, the number of
accounting
enrollees
and
accounting
graduates has been increasing for the past
five years. The number of CPA licensure
examinations takers increase as well. Based
on the given information, a conclusion that
the
demand
for review centers will
incessantly grow can be drawn.

NDUSTRY DYNAMICS
Profit Generation
There is an increasing demand for review
centers but the existing competitors could
not satisfy all of these demand in the
market. This will give us a chance to
market our products and services by
satisfying the unsatisfied gap. Tuition or
program fees are the major revenues
generated by this industry.

NDUSTRY DYNAMICS
Competition
There are already existing review centers that
offer online reviews. NRC is an online review
center offered by the National Review Center, one
of the premier CPA Review Center. There is also
Reviewer-online.com which already created 300
CPAs since its operations in 2007. As well,
Traditional Review Centers such as CPAR, ReSA
and PRTC are considered as competitors for the
reason that some reviewees consider enrolling to
the traditional review centers more effective.

Investment Considerations
To be able to attract investors, the
business must present good report about:
1.Income - high rate of return must be
ascertained
2.Growth improvements of business
3.Risk reasonable risk for a higher return
4.Profile of the founders of the
business

NDUSTRY DYNAMICS
Capable Management
The chosen management
must have a good profile in able to lead the
organization efficiently.
must be composed of competent professionals
are essential in leading the whole business and
relaying the organizations strategy on its member
leads the organization to be effective and efficient.
develop solutions for problems that the business
encounters and effectivel
interlinks functions and communication among its
members.

CUSTOMER PROFILE

Major customers of the services


Click, Pass, Achieve through acquiring
knowledge
online
(CPAako)
used
geographic,
demographic,
and
psychographic segmentation. Our primary
target
market
are
those
working
accountancy graduates who do not have
time to attend traditional review centers.

CUSTOMER PROFILE

CPAakos average customers include


working accountancy graduates. Common
traits among customers will include:
Lives or works in the Philippines only.
Accountancy Graduate
Planning to take the CPA licensure exam.
Planning to attend CPA review centers
Planning to work while attending review
centers

OMPETITIVE ANALYSIS

CPAako considered threat of new entry,


rivalry among existing traditional and
online CPA Review Centers within this
industry, and the bargaining power of
the suppliers and buyers (Porters Five
Competitive Forces Model)
in
evaluating firms competitiveness.

OMPETITIVE ANALYSIS
RESEARCH AND METHODOLOGY
Survey Questionnaire
Consultation
Gathering of Information through
Books and Internet
Market Segmentation

OMPETITIVE ANALYSIS
DEMAND ANALYSIS
Demand should be determined to know if the business
products or services will be patronized in the market by the
potential customers. The success or failure of a business
depends on the demand of the potential customers. Demand
analysis can be used. It is a tool for studying sales generated
by services to determine the reasons behind the success and
failure of a business and how its sales performance can be
improved. Forecasting demand is an important task in any
type of industry. It will be useful in devising appropriate
sales promotion or marketing strategies. Accurately
projecting the demand for specific services will help
companies provide service in a timely manner, making it
possible to fill consumers order quickly and efficiently.

OMPETITIVE ANALYSIS
In conducting analysis of demand, the researchers
must first find out the population of the target market. For
groundwork, we refer to the population taken from the list
of takers of CPA Board Exam for the past five years:

MPETITIVE ANALYSIS
Accounting Graduates from year
2010 to 2015

MPETITIVE ANALYSIS

OMPETITIVE ANALYSIS
Historical Values computation
Historical Values

OMPETITIVE ANALYSIS
step 1 and 2 in computing the
basis of projection
Step 1

Step2

MPETITIVE ANALYSIS

OMPETITIVE ANALYSIS
The projected values
Projected values

As can be seen on the table of Projected Values, from year 2016 to 2020, yield to a
satisfying amount of future demands, which means there is a great probability of having
potential profits for the coming years of our business.

OMPETITIVE ANALYSIS
Potential Market Demand
In estimating our probable market share, researchers
used the total projected demand and total number of
examinees above as our basis in determining the
percentage of potential market demand. In relation with the
Table 6 Projected Values, researchers get the percentage of
the total number of examinees from the national number of
examinees.
2015 percentage:
19,276 / 197,539 = 9.76%
Assuming that 9.76% demand is constant throughout the
projected years.
This percentage is used to get the target market share are as
follows:

OMPETITIVE ANALYSIS

OMPETITIVE ANALYSIS
SUPPLY ANALYSIS
This relates closely to the demand for a good
or service at a specific price; all else being equal,
the supply provided by producers will rise if the
price rises because all firms look to maximize
profits. If people demand a good and are willing
to pay more for it, producers will add to the
supply.

MPETITIVE ANALYSIS
Current Supply

OMPETITIVE ANALYSIS
Supply and Demand Analysis

OMPETITIVE ANALYSIS
Sales Forecast

OMPETITIVE ANALYSIS
SURVEY RESULT
Survey Questionnaire Design
The survey questionnaire is composed of six
parts assigned for working Accountancy
graduates, fresh graduates and graduating
Accountancy students. A scale from 1-5
with 5 as the highest was used in the
responses of the respondents on the items
in the questionnaire.

OMPETITIVE ANALYSIS
Accessibility
This part of the questionnaire intends to identify if the
user can attain a good or service at the time it is
desired. This shows selections according to capacity
and availability of the target customers. This
represents the buyer power attribute according to
Porters.
Learning Efficiency
This part addresses the focus and attention of the
styles to efficient learning depending on the particular
nature of the reviewees learning obstacles. This
represents the supplier power according to Porters.

OMPETITIVE ANALYSIS
Online Review Service Acceptability
This refers to the willingness of the target
customers to accept this type of service. This
represents the Intensity of competitive
rivalry according to Porters.
Financial Stability
This part describes the capability to meet a
budget in subscribing the service offered.
This represents the buyers power according
to Porters.

OMPETITIVE ANALYSIS
Review Center
This identifies the unique type of service offered to
the target customers especially to the customers
which have a limited time in reviewing. This
indicates the diversified way of reviewing within the
comfort of the customers. This represents the
substitute attribute according to Porters.
Satisfaction/ Expectation
This denotes the choice of other alternatives to
online review in place of some equivalent programs
like the traditional review centers. This represents
the substitute attribute according to Porters.

OMPETITIVE ANALYSIS
Interpretation of Results:
Supplier Power
There is a high response to the competency
of the online review center and its lecturers
competitiveness.
Buyer Power
Based on the result of the survey, the
respondents are willing to pay a price lower
than the traditional review centers prices for
a high quality of products and services.

OMPETITIVE ANALYSIS
Threats of Substitutes
The respondents gave a low response on alternatives to
online review center for the reason that CPAako offers
unique products and services for those who do not have
enough time to physically attend classroom based
reviews.
Threat of New Entry
The respondents are open to new firms who will offer
automated and modernized process of reviewing online.
Rivalry among Existing Competitors
The respondents vastly believe that the online review
center will be as good as the traditional review centers.