feasibility study: marketing

CHAPTER 1: MARKETING ASPECT

Marketing aspect presents and demonstrates the proposed business’ situation in

relation to its current market environment, analysis of its strengths and weaknesses as

well as its opportunities and threats. Contained also in this chapter are the business

market segments, target market, marketing positioning, marketing mix strategies and

the past, present, and projected demand and supply analysis.

Current Market Situation

University of the East-Caloocan Entrepreneurship Education Extension Program

offers a wide array of entrepreneurial programs which will cater specific educational and

instructional needs of potential and new entrepreneurs with the goal of significantly

helping them start-up and manage their chosen prospective ventures. This program

offers a roster of short courses which focuses on teaching fundamental knowledge on

entrepreneurship such as planning on starting up one’s own business, salesmanship,

management and basic accounting process for small and medium enterprise (SME).

Each short-course program can be accomplished in a span of 42 hours and prospective

students will be granted a certificate upon the completion of the program.

The program will be located in the University of the East-Caloocan at 105

Samson Road, Caloocan City. Hence its target market area are Caloocan City and the

neighboring cities of Malabon, Navotas, and Valenzuela.

Based on research, there are no universities and colleges in Caloocan, Malabon,

Navotas and Valenzuela that offers short courses on entrepreneurship. Educational

institution which offer these program are University of the Philippines – Diliman in

Quezon City, Entrepreneurs Accounting Academy in Makati City, Negoskwela in

Quezon City, Technical Education and Skills Development Authority, Ateneo de Manila

University in Quezon City, and De La Salle University in Manila. The aforementioned

universities and colleges are located in Quezon City, Makati City, and Manila, which are

both not accessible and with expensive tuition fees.

This entrepreneurship program possesses a high growth potential, contributed by

lack of competition in the locale, and the probability to expand, either by adding more

short courses in their program offerings or the inclusion of extension programs to

another colleges within the university. According to Imelda J. Madarang and Cielito

F.Habito’s Global Entrepreneurship Monitor (GEM) Philippine Report of the Philippine

Center for Entrepreneurship, entrepreneurs “expressed the foremost need to improve

formal and informal education and training towards entrepreneurship”.

SWOT ANALYSIS

Below is the study and evaluation of the project’s strengths, weaknesses,

opportunities and threats. This phase is vital for the project since it will involve

specifying the objective of the business venture or project and identifying the internal

and external factors that are favorable and unfavorable to achieve project’s desired

objectives. This analysis also aids the researchers to evaluate the current business

environmentthrough the generation of meaningful information for each category

(strengths, weaknesses, opportunities, and threats) in order to maximize the benefits of

this evaluation and maintain the institution’s competitive advantage in the industry.

Strengths

The University of the East possesses a remarkable roster of successful and

notable alumni from the university’s various business programs.

University of the East has several colleges and degrees that are accredited by

the Commission on Higher Education as Centers of Excellence and Centers of

Development and also has level II and III accreditation by the Philippine

Association of Colleges and Universities Commission on Accreditation

(PACUCOA) and Philippine Accrediting Association of Schools, Colleges and

Universities (PAASCU), making it gain its reputable status

It offers a wide array and selection of affordable yet excellent education.

The university employs highly qualified educators, such as Certified Public

Accountants, professors who possess MBA and Ph. Degrees, and many of

whom have made significant contributions to their respective fields.

UE welcomes qualified applicants from diverse backgrounds who aim to pursue

collegiate and post-collegiate quality education.

UE offers opportunities, such as seminars and workshops, to further nurture an

individual’s growth as a future professional and also as a creative individual.

Short courses and program are practical, in financial terms, and convenient when

it comes to time.

Weaknesses

Facilities may not be sufficient for the number of prospective enrollees.

Potential programs may not be enough to cover the entrepreneurial knowledge

needs and demand of prospective enrollees.

Opportunities

The program has a potential for expansion in other colleges of the university.

There are a small and limited number of competitors offering short courses and

programs on entrepreneurship within the locale and other nearby areas.

A possibility of large number of enrollees due to the development and growth of

the small scale industrial sector in the Philippines.

Growing demand for short courses in the field of medium and small-scale

industries.

Entrepreneurship is cited under the Labor and Development Plan of the five-year

Philippine Development Plan as part of the country’s strategic response to

improve employment levels and access to employment opportunities as well as

to improve small- and medium-business owners in the Philippines.

Threats

Other schools might also offer similar entrepreneurial programs, thus there is a

possibility of increased competitors.

Poor economy and scarce resource hinder people from obtaining further

educational attainment.

The advent of on-line learning is another competitor in the industry.

Marketing Strategy

Product

University of the East-Caloocan Entrepreneurship Education and Extension

Program offers a wide array of short-course programs which will be available to the

public who prefers to enhance their entrepreneurial knowledge in a short span of time.

Said programs will tackle various fundamental concepts on accountancy, such as

cost and managerial accounting, book-keeping as well as taxation, on management,

such as total quality management approach managerial principles and practices, and on

marketing, such as salesmanship, development of negotiation skills, development of

marketing strategies and advertisements. Each preferred course that will be taken by a

prospective student will last for 42 hours, scheduled every twice a week either Monday

and Wednesday or Tuesday and Thursday at University of the East-Caloocan campus,

at 6:00 pm until 9:00 pm for seven (7) weeks. Every program will be taught and

instructed by professor who have excelled, have made significant contribution, and truly

knowledgeable on their respective fields. Furthermore, those qualified professors are

certified public accountants, and holders of master and doctorate degrees.

The program will be located at the 6-storey Tan Yan Kee Building of the

university. Each training room, which can accommodate 35-40 students, is air-

conditioned with a mounted liquefied crystal display (LCD) projector, projector screen, a

raised platform, and a center desk for the lecturer. Audio-visual equipment are installed

in the rooms as needed. The whole campus is also equipped with a wireless internet

connection (Wi-Fi) which is of significant assistance to students who needs to access

the Web for vital information on their studies.

Place

As the University of the East-Caloocan Entrepreneurship Education and

Extension Program is the brainchild and an extended program of and offered by the

University of the East- College of Business Administration, it will be located on the

university’s Tan Yan Kee Building of the Caloocan Campus which is at Samson Road,

Caloocan City.

The location is strategically accessible to all kinds of transportations since it is

situated along the main road as such; it is easily within the reach of people living in its

immediate vicinity. The university is situated juxtaposed to a gated subdivision, behind

a housing/dormitory building and across a vast residential area. Competition in this area

is slim since there are only a small number of universities and colleges in this area and

most of which do not offer entrepreneurial program.

Promotion

The researchers resolved to use tarpaulins, billboard, brochures and online

social media such as the UE Facebook Page and the University’s official school website

to reach through to the larger populace in line with the promotion of this new program.

Tarpaulins, containing the name of the program, the list of short courses to be

offered with the time span needed for it to be accomplished as well as a statement

indicating that a certificate will be given upon the completion of the program, will be set

up 2-3 months before the official start of the regular classes to be placed in front of the

school and other strategic places where people can easily them. Brochures will be

placed at the Admissions office to better inform people of the new program and

contained therein are the programs and workshops to be conducted, a brief description

of what it will be about and the scope of what it will tackle for the semester, the

schedule, the target participants and the fees for each program. Billboard

advertisement will be put up in the strategic places such as those in Araneta Square,

Malabon City Square and SM Valenzuela.

Price

Price has been an essential factor and major consideration when it comes to

offering or even introducing a new product or service. Pricing can greatly determine

and affect the growth and success of a business. In setting up a price, there are many

factors to be considered: the prices offered by the competitors, demand for the service,

capability of the target market to purchase the service, and costs to be incurred,

associated with offering the service. In the new extension program to be offered, the

promoters set up the current price by using target-pricing technique. The target price is

based on the price range wherein most respondents in the survey are willing to pay for

and avail of. And every school year, there will be a 5 % increase in the tuition fee and

miscellaneous fee as per policy of the University of the East.

Target Market

The target market of this project includes people belonging in the age bracket of

20-44 from the economy’s middle class living in Caloocan, Malabon, Navotas and

Valenzuela. According to Imelda J. Madarang and Cielito F. Habito’s Global

Entrepreneurship Monitor (GEM) Philippine Report of the Philippine Center for

Entrepreneurship, fifty-six percent (56 %) of the potential and existing entrepreneurs

belong to the age bracket of 24-44 years old. The socio-economic class was derived

from the .

Competition Analysis

University of the Philippines – Institute for Small-Scale Industries

UP-ISSI was established during 1966 and presently was located at the UP

Diliman Campus, Quezon City. The primary objective of the Institute for Small-Scale

Industries was to assist and help in the development of entrepreneurs in the Philippines.

However, it has expanded its objective by providing consultancy training courses,

seminars, and technical studies. UP-ISSI’s has since then offered various short-

courses programs that include the following:

Name of Short-Course Description Schedule and

Participation Fee

Creative Selling

Techniques

Enhances the competence

of sales managers and staff

to generate more sales by

tapping their creative

resources. The target

participants of this program

are the sales supervisors

and representatives; small

and medium entrepreneurs.

Five (5) Saturdays

9:00 am – 5:00 pm

Php 8,000

Advanced Instrumentation

and Process Control

Course

Enables participants to

design, implement and

maintain process control

systems; understand and

control process parameters;

and configure control

systems with appropriate

hardware and software.

Five (5) Saturdays

9:00 am – 4:30 pm

Php 10,000

Managers Course Enhances the managerial

competence of participants

by exposing them to a

broad selection of modern

management functions,

tools and techniques.

Target participants are

individuals who are

responsible for managerial

decisions including

Twenty-one (21) Saturdays

9:00 am – 5:00 pm

Php 22,500

entrepreneurs, existing, and

prospective managers and

administrators.

Accounting for Non-

Accountants

Enables participants with

no accounting background

to understand and apply the

principles, basic tools and

techniques of the

accounting process. Target

market are all those

interested to know more

about the accounting

process especially SME

entrepreneurs and staff.

Five (5) Saturdays

9:00 am – 5:00 pm

Php 8,000

Start Your Own Business Provides participants with

tools to assess their

entrepreneurial readiness;

identify, evaluate and select

business ideas; plan, start,

and manage their own new

enterprises. Target

participants are people

intending to go into

business, new business

start-ups or those already in

business who want to

enhance their business

planning and skills.

Six (6) Saturdays

9:00 am – 5:00 pm

Php 9,000

Productivity through

Effective Supervision

Develops interpersonal,

planning and other

supervisory skills among

Four (4) Saturdays

9:00 am – 5:00 pm

Php 7,000

those holding or about to

assume supervisory

positions and enable them

to improve productivity and

morale in the organization.

Total Communication

Training Program

Enables participants to

improve their competencies

in written communication,

public speaking, and

interpersonal/ small group

communication. Target

participants are managers,

supervisors, decision

makers, entrepreneurs, and

others who want to

enhance and refine their

oral and written

communication skills.

Five (5) Saturdays

9:00 am – 5:00 pm

Php 8,000

Spreadsheet Accounting

Workshop

Provides participants with

an understanding of the

different commands and

programming functions of a

spreadsheet to set up

accounting records which

will be linked to the financial

statement and ratios.


those who are interested to

know more about

spreadsheet accounting

especially SME

Two (2) consecutive days

9:00 am – 5:00 pm

Php 3,500

entrepreneurs and staff.

Strategic Human Resource

Management

Provides participants with

tools and techniques used

in handling human

resources from recruiting,

hiring, training, motivating

up to terminating them.


existing and potential HR

managers and practitioners,

trainors, and consultants.

Six (6) Saturdays

9:00 am - 5:00 pm

Php 9,000

Production Management Provides participants with

the tools and techniques for

improving efficiency and

productivity in production

operations. Target

participants are owners and

managers of small

businesses, production

managers, and supervisors

of SME, and would-be

entrepreneurs.

Six (6) Saturdays

9:00 am – 5:00 pm

Php 9,000

Strategic Marketing Course Equips marketing

managers with skills and

tools for formulating

effective marketing

strategies to improve their

competitive position in the

open market. Target

participants are owners and

managers of SMEs or line

Six (6) Saturdays

9:00 am – 5:00 pm

Php 9,000

managers responsible for

the marketing operations of

the company.

Total Quality Management

Course

Takes participants through

the various stages and

steps in planning and

developing a total quality

management program for

their organizations. Target

participants are

entrepreneurs, owners,

managers, and supervisors

of SMEs.

Six (6) Saturdays

9:00 am – 5:00 pm

Php 9,000

Appreciation Workshop on

Entrepreneurship

Orients participants to the

rewards and risks of

entrepreneurship; the steps

in assessing their

entrepreneurial readiness;

and sources of assistance

in setting up a business.

Target participants are all

those who are interested in

putting up an enterprise as

a career option.

One (1) day

8:00 am – 5:00 pm

Php 600

Negoskwela

Negoskwela was established at North Avenue, Diliman, Quezon City on 1999. It

is an educational institution dedicated for livelihood and entrepreneurial learning. The

school has offered various short-courses program on the following fields below:

Arts and Craft

Agricultural and Aquatic

Business Skills Management

Chemical and Industrial Courses

Comprehensive Courses

Computer and I.T. Courses

Fashion and Arts

Food and Technology


Participation Fee

Accounting and

Bookkeeping for Business,

Part 1

Three (3) Days

9:30 am – 5:00 pm

Php 2,500

Accounting and

Bookkeeping for Business,

Part 1

Three (3) Days

9:30 am – 5:00 pm

Php 2,500

Basic Taxation Two (2) Days

9:30 am – 5:00 pm

Php 2,100

Costing and Pricing your

Product and Services

One (1) Day

9:30 am – 5:00 pm

Php 1,750

Exporting-Importing for

Small Scale Business

One (1) Day

9:30 am – 5:00 pm

Php 1,850

Franchising for the Filipino

Entrepreneur

One (1) Day

9:30 am – 5:00 pm

Php 1,750

Project Feasibility Study Two (2) Days

9:30 am – 5:00 pm

Php 1,850

Managerial and

Supervisory Skills

Two (2) Days

9:30 am – 5:00 pm

Php 1,750

The usual short-course programs include Lecture, Demonstration and Hands-on

activities. The normal time-frame of each short-course ranges from a minimum of 1 day

and maximum of 4 days depending on the time necessity of the course. All sessions

starts from 9:30 am until 5:00 pm.

Entrepreneurial Accounting Academy

EAA is an accounting and business training institution for individuals who are

determined to further pursue an entrepreneurial career. The academy provides their

students the technical knowledge they must have in starting, managing and developing

their own businesses. Also, EAA caters not only individuals but also various companies

who wish to train and further develop their employees for better and more effective

business operations. It is presently located at Rufino Plaza, Ayala Avenue in Makati

City. The educational institution offers the various short-courses below:


Participation Fee

Accounting for Non-

Accountants

To help understand

accounting terminology,

accounting process and

practices, process of

preparing financial

statements, analyze and

One (1) Day

9:00 am – 5:00 pm

Php 9,880

interpret financial

statements, and identify

ways of using financial

statements to acquire an

insight into improving

business operation

Budgeting and Forecasting Understand the nature of

budgeting and forecasting,

applying business statistics,

getting through the financial

statements. Creating

master budget,

understanding activity

based budget, capital

budgeting and forecasting

Two (2) Days

8:00 am – 12:00 pm

Php 9,880

Cash Flow Management Explain the nature of cash

flow, components, and its

importance in the whole

operation and condition of

an enterprise. Discuss the

variables that affect cash

flow and teach cash

forecasting, its myths and

challenges.

Two (2) Days

8:00 am – 12:00 pm

Php 9,880

Cash Flow Management

Complete Tax Toolkit

Effective Payroll Management

Financial Analysis Tools and Techniques

Operations Auditing

Warehouse Management and Inventory Control

Entrepreneurship Specialist Course

All of the courses mentioned above, except for the Entrepreneurship Specialist Course,

usually are scheduled for one whole day or 2 to 3 consecutive whole days. The regular

fee for 1-day courses starts at Php 9, 880 and starts Php18, 000 for 2-days. The

Entrepreneurship Specialist Course is a short-course program for six (6) months with

the schedule of Monday, Wednesday, and Friday from 8:00am – 12:00pm. The regular

rate for this program is Php 28, 622. EAA does not only offer in-classroom short-course

program, nonetheless, it also provides online lectures.

Technical Education and Skills DevelopmentAuthority (TESDA)

TESDA The Technical Education and Skills Development Authority (TESDA) was

established through the enactment of Republic Act No. 7796 otherwise known as the

"Technical Education and Skills Development Act of 1994", whichaims to encourage the

full participation of and mobilize the industry, labor, local government units and

technical-vocational institutions in the skills development of the country's human

resources. For a wider dissemination of programs, TESDA partners up with accredited

schools in different areas all over the country. It is primarily addressed to the poor and

marginal groups, those who cannot access, or are not accessible by formal training

provisions. Programs offered are:

Software Development

Assistant Animator

Finishing Course for Legal Transcription

Book-keeping

Welding

Machine Maintenance

Food Technology Basics

Language Skills

Its goal is to provide quality training and proper skills, work attitude and

knowledge, enhanced employability after training and better chances for career mobility.

Enrollment procedure is conducted at TESDA Area Office and schedules and fees for

programs change based on the availability of courses offered in period of time.

De LaSalle University-Manila

Located at Taft, Manila, De LaSalle University Consulting Education Center

offers management track programs which focuses on computer literacy training.

Programs are being held simultaneously with the regular semester. Below are the

current programs and short courses offered with the duration, schedule and fees.

Computer Literacy and MS Office

Duration: 36 hrs | Fee: Php 6,300 (daily)/ Php 7,200 (Saturdays only))

Participants learn basic computer skills that are now required in most workplaces. The

training includes word processing, spreadsheet and presentation applications using MS

Office as well as research and communication through the internet. A carefully designed

syllabus and methodology permit a wider coverage in a limited time without

compromising student comprehension or skill retention.

Excel for Business and Management

Duration: 18 hrs

This basic course in Excel was designed for business managers and entrepreneurs who

are involved in either financial management or in operations. Examples and case

studies that will be discussed include real-world scenarios in concerns such as finance

and cost accounting, marketing, production, risk management, job costing, purchasing,

inventory, project management and many others.

Minimum requirement: business or project supervision experience and computer literacy

Systems Analysis and Design

Duration: 36 hrs

This is an introduction to the systems concept and system development life cycle with

emphasis on system design tools and. It likewise tackles the various methodologies

that have been used by the leading IT consultancy firms in the world.

Project Management

Duration: 30 hrs

This is a course that enables managers and administrators to manage people,

materials, and events to maximize utilization of the company's resources.

MARKETING PROGRAM

Listed below is the marketing program that the promoters will adapt in order to

very well disseminate and publicize the University of the East – Caloocan’s new

program offered. The development and the success of the extension program greatly

depend on how effective the marketing program will be in drawing customers to enroll.

1. Program: Facebook Page Budget: Php --

Description:

Posting advertisement on the Official University of the East Page willeasily

disseminate the information to current and prospective students, alumni as well

as other individuals who frequents the social media environment regarding the

new Entrepreneurship Education Extension Program

2. Program:Setting up of tarpaulin Budget:Php 22, 750

Description:

Setting up of tarpaulin in strategic places within the CAMANAVA area that will be

seen by most of the people will be beneficial as this will help them be aware of

the new programs implemented by the university.

2pcs 7 x 5 Tarpaulins at Araneta Square Building

(2 X Php875.00) Php 1, 750

6pcs 7 x 5 Tarpaulins at different busy roads in CAMANAVA

(6 X Php875.00) Php 5, 250

1pc 7 x 5 Tarpaulin at the UE-Caloocan campus

(1 X Php875.00) Php 875

1pc 7 x 5 Tarpaulin at Malabon City Square

(1 X Php875.00) Php 875

Billboard Expense in Malabon City Square Php 6, 000

Billboard Expense in Araneta Square Building Php 8, 000

Php 22, 750.00

3. Program: University of the East Website Budget: Php –

Description:

Posting an advertisement in the UE Website will inform present students and others

to be aware of the new program. Indicated therein are the courses offered, course

outline, fees, and duration of the program they wanted to pursue.

4. Program:Distribution of Brochures Budget:Php 7, 500.00

Description:

The brochures will be put at the admissions office for the benefit of those who

wish to inquire regarding the university’s current and new programs . Included

therein are the courses offered, short description, pertinent fees, duration, and

course outline.

1, 000 pcs Brochures

(1, 000 x Php7.50) Php7, 500.00

TOTAL ADVERTISING EXPENSES

Advertising Expenses CoCosts

Facebook Page Php ---

Setting up of Tarpaulins 22, 750.00

Distribution of Leaflets 7, 500.00

Advertisement on UE Website ---

TOTAL ADVERTISING EXPENSES Php 30, 250.00

ANALYSIS OF PAST AND PRESENT DEMAND

Population

1.1 Population of Ages 25-44 in CAMANAVA Area

Age/Cityity or Town Caloocan Malabon Navotas Valenzuela

25-29 134,156 32,081 21,954 57,263

30-34 121,941 29,774 19,898 51,923

35-39 103,410 25,043 17,312 42,658

40-44 93,933 22,473 15,425 35,885

TOTAL 453,440 109,371 74,589 187,729

1.2 Population of Middle-Class in CAMANAVA Area

Cityity or Town Population Percentage of

Middle-Class

Total

Caloocan 453,440 20.56667% 93, 257

Malabon 109,371 20.56667% 22, 494

Navotas 74,589 20.56667% 15, 340

Valenzuela 187,729 20.56667% 38, 610

TOTAL POPULATION 169, 702

Determination of Sample Size

n = Sample size; N = Population; e = Error

The researchers used a 5 % error

n = ___N___

1 + Ne2

n =_____169, 702_____

[1 + (169, 702) (.05)2]

n = 399.73671 rounded off to 400

Respondents = 400

City or Town Population Percentage Sample

Caloocan 93, 257 54.9538% 220

Malabon 22, 494 13.2550% 53

Navotas 15, 340 9.0397% 36

Valenzuela 38, 610 22.7515% 91

TOTAL 169, 702 100.0000% 400

Survey Results and Discussions

Question No. 1.

Do you want to have or develop your own business?

Number of Respondents

Total PercentageCaloocan Malabon Navotas Valenzuela

YES 159 41 25 77 302 75.5

NO 48 12 13 25 98 24.5

TOTAL 220 53 36 91 400 100.00%

75.50%

24.50%

Do you want to have/develop your own business?

YesNo

The survey depicts that 75.50% of the total respondents, which is equal to 302,

wants to either have their own business or enhance it while the remaining 24.50%,

which is 98out of 400, feels they do not want to start or develop their own business.

NOTE: Only those who answered yes in this question will proceed to the next question.

Question No. 2

Do you feel there is a need to further enhance your entrepreneurial knowledge?



YES 94 26 19 48 187 61.92%

NO 65 15 6 29 115 38.08%

TOTAL 159 41 25 77 302 100.00

61.92%

38.08%

Do you feel there is a need to further enahnce your entrepreneurial knowledge?

YesNo

The survey shows that 61.92% of the total respondents, which is equal to 187,

feel that they need to further enhance their entrepreneurial knowledge while only

38.08% or 115 out of 302 do not feel that they have a need to do so.


Question No. 3

Are you willing to enroll in an entrepreneurial program within the vicinity?



YES 56 17 11 29 113 60.43%

NO 38 9 8 19 74 39.57%

TOTAL 94 26 19 48 187 100.00%

60.43%

39.57%

Are you willing to enroll in an entreprenurial program within the vicinity?

YesNo

According to the survey, 60.43% of the total respondents, which is equal to 113,

are willing to enroll in an entrepreneurial program within the vicinity while only 39.57%

or 74 out of 187 are not.


Question No. 4

Preferred schools



University of

the

Philippines-

Diliman

14 2 5 12 33 29.20%

Entrepreneurs

School of

Asia

5 3 1 5 14 12.39%

Nego-

Skwela

5 0 0 3 8 7.08%

Entrepreneurs

Accounting

Academy

9 1 0 2 12 10.62%

University of

the East-

Caloocan

15 8 2 4 29 25.66%

Others

(DLSU,

TESDA)

8 3 3 3 17 15.05%

TOTAL 56 17 11 29 113 100.00

29.20%

12.39%

7.08%

10.62%

25.66%

15.05%

Preferred Schools

UP-DESANego-SkwelaEAAUE-CalOthers

Based on the survey, 29.20% or 33 out of 113 respondents prefer to enroll in an

entrepreneurial program at the University of the Philippines-Diliman (UP-D), 25.66% or

29 respondents prefer to enroll at the University of the East-Caloocan (UE-Cal), 12.39%

or 14 respondents prefer to be enrolled at Entrepreneurs School of Asia (ESA), 10.62%

or 12 respondents prefer Entrepreneurs Accounting Academy (EAA), 7.08% or 8

respondents prefer Nego-Skwela, while the remaining 15.05% or respondents prefers

schools other than the ones mentioned, such as De La Salle University-Manila (DLSU)

and Technical Education and Skills Development Authority Philippines(TESDA).

NOTE: Only those who answered University of the East-Caloocan in this question will

proceed to the next question.

Question No. 5

Cost willing to spend



Php9,000-

9,500

1 1 1 0 3 9.68%

Php9,501-

10,000

2 1 1 1 5 16.13%

Php10,001-

10,500

7 3 0 2 14 45.16%

Php10,501-

11,000

3 2 0 1 6 19.35%

11,001 and

above

2 1 0 0 3 9.68%

TOTAL 15 8 2 4 29 100.00%

9.68%

16.13%

45.16%

19.35%

9.68%

Cost willing to spend on tuition and other fees

Php9,000-9,500

Php9,501-10,000

Php10,001-10,500

Php10,501-11,000

Php11,001 and above

According to the survey, 45.16% of the total respondents, which is equal to 14

out of 29, are willing to spend Php10,001-10,500 for an entrepreneurial education,

19.35% or,6 out of 39, are willing to spend Php10,501-11,000, there is an equal

percentage of 9.68%, or 3 out of 29, of the respondents who are willing to pay in the

Php11,001 and above, and Php9,000 – 9,500 category while the remaining 16.13%, or

5 out of 29 are willing to shell out Php9,500 – 10,000.

Question No. 6

Do you wish to gain access to the library with additional costs?



YES 2 1 0 1 4 13.79%

NO 8 6 4 7 25 86.21%

TOTAL 10 7 4 8 29 100.00%

13.79%

86.21%

Do you wish to gain access to the library with additional cost?

YesNo

According to the survey, the majority of the respondents at 86.21%, or 25 out

29, do not want to gain access to the library if it means additional costs in their part

while the remaining 13.79%, or 4 out of 29, wishes to do so despite the additional costs.

Question No. 6

Preferred schedule of classes



MW 9-12 0 0 0 0 0 0

MW 1-3 0 0 0 0 0 0

MW 3-6 0 0 0 0 0 0

MW 6-9 2 0 0 0 2 6.90%

TTH 9-12 0 0 0 0 0 0

TTH 1-3 0 0 0 0 0 0

TTH 3-6 0 0 1 0 1 3.45%

TTH 6-9 0 1 0 2 3 10.34%

F 7:30-

10:30

0 0 0 0 0 0

F 7:30-2:30 0 0 0 0 0 0

F 2-9 1 1 0 1 3 10.34%

S 9-5 5 3 1 3 12 41.38%

S 8-4 2 2 2 2 8 27.59%

TOTAL 10 7 4 8 29 100.00%

6.90%3.45%

10.34%

10.34%

41.39%

27.58%

Preferred schedule MW 9-12

MW 1-3

MW 3-6

MW 6-9

TTH 9-12

TTH 1-3

TTH 3-6

TTH 6-9

F 7:30-10:30

F 7:30-2:30

F 2-9

S 9-5

S 8-4

Based on the schedule, a majority of the respondents at 41.39%, or 12 out of 29,

are willing to enroll in the extension program provided that it will be scheduled at

Saturday, 9am to 4pm. 27.59%, or 8 out of 29, prefers to have it on Saturday, 8am to 3

pm. The schedules Thursday10.34%, or 3 out of 29.

ANALYSIS OFDEMAND

HISTORICAL DEMAND

The historical demand is on the entrepreneurship education program is based on

the number of enrollment in the Philippines. The statistics were derived from

Technological Education and Skills Development Authority, Quick Statistics 2011. The

range of the statistics is from School Year 2005-2006 until 2010-2011.

Number of Enrolment (in Thousands person)

School

YearTOTAL

School-

Based

Center

Based

Enterprise

Based

Community-

Based

Not

Elsewhere

Classified

Demand for

Enterprise

2005-

2006567 286 36 35 210 6.1728%

2006-

20071227 392 63 73 591 108 5.9495%

2007-

20081265 439 63 65 568 130 5.1383%

2008-

20091220 492 57 81 384 206 6.6393%

2009-

20101391 431 56 59 483 362 4.2416%

2010-

20111737 674 98 98 658 208 5.6419%

The historical demand was computed by dividing the number of enrollees in

enterprise-based program by the total number of enrollees in the same year.

PRESENT DEMAND

The survey conducted and completed by 400 respondents will be the basis for

the computation of the projected demand of the proposed extension program. Since

the program will be located at the Caloocan City, this survey was conducted at the said

city as well as in the nearby areas of Navotas, Malabon and Valenzuela, which we

deem as the project’s potential market.

The following are considered by the researchers in computing the demand:

1. The projected population in 2013 coming from middle class within the age

bracket of 24-44 is 179,136 in the CAMANAVA area. Break-down of which is

as follows:

*Caloocan 98, 442 Valenzuela 40, 757

Malabon 23, 745Navotas16, 193

2. The 400 respondents are divided pro-rata based on the aforementioned

population of each area wherein the survey is conducted.

3. The survey is conducted at the household as well as in some certain places

of business of our respondents.

4. The projected demand is based on the results of the survey conducted by the

researchers.

Based from figures derived from the survey, demand is computed as follows:

Sample Size 400 100.00%

Deductions

Respondentswho do not want/develop 98 24.50%

their own business

Respondents who do not feel there is 115 28.75%

a need to further enhance their

entrepreneurial knowledge.

Respondents who are not willing to enroll 74 18.50%

in a school within their vicinity which offers

entrepreneurial programs.

Respondents who have a preferred

school.

University of the Philippines-Diliman 33

Entrepreneurs School of Asia 14

Nego-Skwela8

Entrepreneurs Accounting Academy 12

Others 17 84 21.00%

Demand 297.35%

The projected demand of 7.35% is based on the figures derived from the results

of our survey conducted at the Caloocan, Malabon, Navotas and Valenzuela with 400

respondents.

PROJECTED DEMAND FOR SCHOOL YEAR 2013-2014

CITY PROJECTED POPULATION

Caloocan 100,234

Malabon 24,177

Navotas 16,488

Valenzuela 41,498

TOTAL POPULATION 182,397

DEMAND (%) 7.35%

PROJECTED DEMAND FOR SCHOOL YEAR 2013-2014 13,406

* The 20.56667% is an estimated rate given by the National Statisics Office

(NSO) as the percentage of middle-class in the Philippines.

PROJECTED DEMAND OF THE PRODUCT

The projected demand ranging from school year 2013-2014 to 2022-2023 is depicted in the illustration below. The

projected demand is derived from multiplying the projected population in the CAMANAVA area of middle-class individuals

within the age bracket of 24-44 years old with the demand of 7.35%.

AREA2014-2015

2015-2016

2016-2017

2017-2018

2018-2019

2019-2020

2020-2021

2021-2022

2022-2023

2023-2024

CALOOCAN 100,234

101,878

103,548

105,247

106,973

108,727

110,314

111,925

113,559

115,217

MALABON 24,177

24,573

24,976

25,386

25,802

26,225

26,608

26,997

27,391

27,791

NAVOTAS 16,488

16,758

17,033

17,312

17,596

17,885

18,146

18,411

18,680

18,952

VALENZUELA 41,498

42,179

42,871

43,574

44,288

45,015

45,672

46,339

47,015

47,702

POPULATION 182,397

185,388

188,428

191,519

194,659

197,852

200,740

203,671

206,645

209,662

DEMAND 13,406

13,626

13,849

14,077

14,307

14,542

14,754

14,970

15,188 15,410

ANALYSIS OF PAST AND PRESENT SUPPLY

The past number of enrollees accommodated by our direct competitor, University

of the Philippines-Diliman, will be taken into consideration as the basis in computing the

average rate of growth. The average growth rate adopted by the researchers is 8.38%

or 8%.

2007-

2008

2008-

2009

2009-

2010

2010-

2011

2011-

2012

Average

Growth

Rate

Number of

Enrollees

1481 1575 1691 1744 2035

Annual Growth

Rate

6.35% 7.37% 3.13% 16.67% 8.38%

The researchers deemed the University of the Philippines-Diliman as the

only direct competitor in this industry although it is not located within the area of the

target market. Other educational institutions which consider as indirect competitors and

also offers the same programs but with a smaller market share are Entrepreneurs

School of Asia (ESA), Entrepreneurs Accounting Academy (EAA), Nego-Skwela, De La

Salle University-Manila and Technical Education and Skills Development Authority

Philippines(TESDA).

The computation of the market demand currently satisfied by the direct and

indirect competitors which is based on their recent enrollment is shown in the

succeeding table below.

Enrollment

DIRECT COMPETITOR

University of the Philippines-Diliman 2035

INDIRECT COMPETITOR

Entrepreneurs School of Asia 380

Entrepreneurs Accounting Academy 325

Nego-Skwela 340

De La Salle University-Manila 265

Technical Education and Skills Development Authority 270

1580

Demand Currently Satisfied 3615

PROJECTED SUPPLY

The projected supply will be computed based on the direct competitor’s current

enrollment multiplied by its average growth which the researchers have calculated in the

preceding page. Based on the aforementioned statistics garnered regarding the

University of the Philippines-Diliman, its current enrollment is 2035students per year

enrolled in 51 different programs with a growth rate of 8% annually. Since UE-Cal

Entrepreneurial Education Extension Program is relatively new in the market

withregards to this type of program in comparison with its direct competitor, it will have

20 students in each of the 7 classes offered once per semester.

School Number of Enrollees Supply

Year UP-D Indirect Competitors UE-CAL EEEP

2013-2014 2198 1580 280 4058

2014-2015 2374 1580 302 4256

2015-2016 2564 1580 327 4471

2016-2017 2769 1580 353 4702

2017-2018 2990 1580 380 4950

2018-2019 3230 1580 410 5220

2019-2020 3488 1580 410 5478

2020-2021 3767 1580 410 5757

2021-2022 4068 1580 410 6058

2022-2023 4394 1580 410 6384

*2198 enrollees from school year 2011-2012 is multiplied by the growth rate of 8%

**The initial number of enrollees which is 280 is multiplied by the growth rate of 8%

***UE-CAL EEEP assumed that simply will remain constant due to external factors such

as increased number of competitors within the area.

feasibility study: marketing

Documents

entrepreneurship program

caloocan city

quezon city

makati city

program offerings

shortcourse program

manila university

business market segments