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Chapter III. The Market Research and Analysis

The target market for Salubrious Fishfullet's fish siomai products are teenagers, students, teachers and family units who are health conscious and want affordable, delicious food. The main competitors are Siomai House and Master Siomai. Salubrious Fishfullet has some advantages over competitors by using healthier ingredients. The marketing strategy will involve using social media for contactless promotion during the pandemic. A SWOT analysis found strengths in affordability and health benefits, but weaknesses in perishability and limited production materials. Opportunities exist in a small number of healthy competitors, while threats include newness, price competition, and lack of sales assurance.

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301 views3 pages

Chapter III. The Market Research and Analysis

The target market for Salubrious Fishfullet's fish siomai products are teenagers, students, teachers and family units who are health conscious and want affordable, delicious food. The main competitors are Siomai House and Master Siomai. Salubrious Fishfullet has some advantages over competitors by using healthier ingredients. The marketing strategy will involve using social media for contactless promotion during the pandemic. A SWOT analysis found strengths in affordability and health benefits, but weaknesses in perishability and limited production materials. Opportunities exist in a small number of healthy competitors, while threats include newness, price competition, and lack of sales assurance.

Uploaded by

millie jeon
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter III.

The Market Research and Analysis

Market Analysis

teenagers
family units
students and teachers

Market Analysis
Sales Year 1 Year 2 Year 3 Year 4 Year 5
PotentiaL Customers Growth
Teenagers
Students
and
Teachers
Family
Units

TARGET MARKET

The target consumers of Salubrious Fishfullet are mostly teenagers, students and
teachers, and Family units (Parents and Children) who are health conscious and want
delicious food with affordable price. We will introduce our business by serving and
giving them the satisfaction that they want.
THE COMPETITORS ANALYSIS

The direct competitors of our business include those food outlets in Sampol Market,
Sapang palay. Our main competitors are the Siomai House and Master Siomai. After
analyzing their businesses, we found out that Salubrious Fishfullet has some
advantages over its leading competitors. Our product ingredients are healthy compared
to other siomai products with low nutrition values. We are confident that we will be able
to appeal to groups of consumers in the differentiated target market.

MARKETING STRATEGY

Salubrious Fishfullet’s promotion strategy tends to be less costly. In the midst of


pandemic, we believe that contactless advertising is better way to bring customers to
our location. Our business promotion will be through online and free advertising. We will
utilize facebook, instagram and other social networking sites by creating accounts and
updating information through promotion activities. We will also encourage customers to
give us comment and votes so that we can receive their opinions to enhance our
product and service.

SWOT ANALYSIS

STRENGTHS WEAKNESSES
 Affordable  Perishable good
 It has health benefits  Not enough production materials to
 It is new to the market that is able to produce large amount of Fish
attract new customers Siomai products.
 Too much existing competitors

OPPORTUNITIES THREATS

 There are small numbers of  New to siomai industry, thus,


competitors in terms of healthy consumers might say negative
siomai. comments about the taste.
 The new taste of the siomai will give  Price competition
something new to crave for.  High pricing of ingredients in the
 Health conscious individuals can market
enjoy their favorite street food yet it  Great competitors
is tolerable with their healthy diet.  No assurance about the sales,
consumers might go back to their
traditional siomai.

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