Escolar Documentos
Profissional Documentos
Cultura Documentos
0 SITUATION ANALYSIS
TARGET MARKET
Target Market
POTENTIAL CUSTOMERS GROWTH 2005 2006 2007 2008 2009
CAGR
Geographic
Demographic
Divide the families into three (3) classes A, B, C:
Behavioral Factors
The market trends in soap industry had improved to usual brand soaps
into different variety of soaps. Before, most soaps usually posses Germ
Fighting Action and extra cleaning formula. Years after, different improve
soap is being introduced to the market, example are those whitening soaps,
soaps with moisturizer and with extra fragrances. This trend is moving
toward ordinary into extraordinary.
Eventually, some companies introduced soaps with combined solution
(e.g. germ fighting soap with moisturizer). With this improvement Alpha Soap
produced combination of shampoo and bath soap.
MARKET FORECAST
(METRO MANILA)
From the year 2005, many soaps industry produces varieties of soap in
the market as well as new firms had been created.
Soap industry had reached great population, with this result for the
next few years’ tight competition from these firms and companies will be
generated.
The market should be maintained better than the average growth due
to the situation of the society. The affect of this situation, people will tend to
buy items that are not costly to them.
2.2 SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
Competitions are present in the market where buyers and sellers meet
to act and to serve the needs of the society as well as those individual
market participants.
Alpha Soap compete with other brand of soaps like Safeguard, Zest,
Greencross and other low price soaps item that the customers usually
purchase. With this, Alpha soap perform a Workable Competition, this kind of
Competition not as great as “perfect competition” can provide the firm from
having some power to influence the market price and condition. To make
sure that the Competition of Alpha Soap to other market is successful it will
focus on the result comparing to what is supposed to happen under the
theoretical idea of the competition.
2.4 SERVICES
Although without direct contact with the user of these commodities the
customers will discover and meet their needs and preferences to the
product. To be successful, Alpha will distinguished it self to other retailers as
a natural product and develop strategies for satisfying the need and choices
of the consumers group.
Alpha Soap will attempt to prolong the maturity of its product trough
creating successful ideas regarding these processes to make it effective:
With these factors, it will help the Alpha Soap remain perpetually in the
industry.
We are aware about this situation in our society and in the world, that
these kinds of product and services are luxurious to us. This public
dissatisfaction in these kinds of services and products led to reduction of its
sales. With the help of Alpha Soap it will prevent the exposure and damages
that causes by the environment by protecting our skins and hair that will
reduce the problems in this matters.
We can guarantee that without shampoo this won’t damage your hair
and no longer need services that are costly to us.
3.0 MARKETING STRATEGY
3.1 MISSION
• Increase in profitability
• Increase the product sold every month
• Increase in sales enough to warrant the living and additional
people to take on the production and other services to allow the
company on its works
The market will be divided in three (3) main groups. These three
distinct family groups of customers are:
• Family A (wealthy) - this group are those family who are able
to buy product that is costly to them. This people are interested
in the result of the product in their own attractiveness when they
use it. They enjoy spending their money for their own
appearance.
• Family B (average) - this group are those families who are
buying product for reasonable purposes, though they can buy
luxurious item they tend to buy what is needed. They involve the
whole family before deciding what to buy for their own good.
Families C (destitute) – this group are those families who buy cheap
product for economical purposes. This group considers several expenses first
and exert great amount of effort in buying product. They are those families
who needed to consider their survival before spending too much.
3.5 Positioning
• Competitive Price
• Marketing Campaign
• Promoting the product with the use of Advertising, personal
(face-to-face) or direct selling and with the relationship with
organizations promoting and selling products.