WRITING THE
FEASIBILITY STUDY
CHAPTER 3
MARKET STUDY
CHAPTER III Market Study
 Introduction
 Industry Analysis
 PEST Analysis
 Target Market Description
 Demand and Supply Analysis
 Competition Analysis
 SWOT Analysis
 Survey Analysis
 Marketing Strategies
 Target Market Strategies
 Product and Services Strategies
 Pricing Strategies
 Advertising and Promotion Strategies
 Sales Strategies
 Projected Sales
INTRODUCTION
Provide a brief introductory
paragraph (1 paragraph only) for
this chapter
Industry Analysis
 Describe the industry in general (e.g coffee
shop, bakeshop, bar) and your topic in
particular.
 Assess the present condition, future
potential and factors such as trends
 Make a PEST Analysis
 Political
 Economic
 Social
 Technological
 Key success factors that make this
industry attractive / unattractive
 Special issues such as government
regulations or special problems common
to this industry.
 Justify why would you like to put up
the business of your choice.
 (make sure to provide information for
each bullet)
Target Market description
State here, the general description of
your market; its size and
composition, geographical locations,
population, age group, income level,
job categories, family size etc.
Who exactly will be buying your
product and service?
Market Segmentation
Demographic
Geographic
Lifestyle/Behavioral
Competition analysis
 Competitors
Identify the competitors
Analyze their strengths,
weaknesses, customers/market,
advertising strategies.
SWOT Analysis
SWOT analysis (is a strategic planning method
used to evaluate the
Strengths, Weaknesses/Limitations, Opportunities
, and Threats involved in a project or in a
business venture.
It involves specifying the objective of the
business venture or project and identifying the
internal and external factors that are favorable
and unfavorable to achieve that objective.
 Strengths: characteristics of the business, or
project team that give it an advantage over
others.
 Weaknesses (or Limitations): are characteristics
that place the team at a disadvantage relative to
others.
 Opportunities: external chances to improve
performance (e.g. make greater profits) in the
environment.
 Threats: external elements in the environment
that could cause trouble for the business or
project.
Survey Analysis
Presentation of the output/results
of the questionnaire distributed to
the respondents.
Sample survey analysis
• Presentation of results
• Analysis of results
• Highlight significant figures
• Figure number with title
Marketing Strategies
• Present proposed Marketing-Mix Strategies
and Action Plans for the following:
• Product
• Price
• Place
• Promotion
• People
• Physical Evidence
• Process
Marketing Strategies
• Present proposed Marketing-Mix Strategies
and Action Plans for the following:
• Product
• Price
• Place
• Promotion
• People
• Physical Evidence
• Process
Projected Sales
Other topics you may discuss
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Marketing Research and Development
Product-Mix Strategies
Pricing Strategies
Sales Strategies
Physical & Distribution Strategies
Transportation and Delivery Strategies
Branding and Packaging Strategies
Advertising and Promotion Strategies