8

Technology and
Livelihood Education
Module 2
Environment and Market

Department of Education ● Republic of the Philippines

Technology and Livelihood Education - Grade 8
Alternative Delivery Mode
Module 2 Environment and Market
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Published by the Department of Education – Division of Gingoog City

Division Superintendent: Jesnar Dems S. Torres, PhD, CESO VI

Development Team of the Module

Author/s: Isabelita D. Beril
Reviewers:
Illustrator and Layout Artist:
Content Evaluator/s: Grace D. Cabaron
Language Editor/s: Grace D. Cabaron

Management Team
Chairperson: Jesnar Dems S. Torres, PhD, CESO VI
Schools Division Superintendent

Co-Chairpersons: Conniebel C.Nistal ,PhD.

Assistant Schools Division Superintendent

Pablito B. Altubar
Chief, Curriculum Implementation Division

Members: Elvira A. Almonte, EPS - SPED

Imelda R. Fabe, PSDS
Narcisa Sabello, PSDS
Himaya B. Sinatao
Jay Michael A. Calipusan, PDO II
Mercy M. Caharian, Librarian II

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Office Address: Brgy. 23, National Highway,Gingoog City
Telefax: 088 328 0108/ 088328 0118
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 8
Technology and
Livelihood Education
Module 2
Environment and Market

This instructional material was collaboratively developed and

reviewed by educators from public and private schools, colleges, and
or/universities. We encourage teachers and other education
stakeholders to email their feedback, comments, and
recommendations to the Department of Education at action@
deped.gov.ph.

We value your feedback and recommendations.

Department of Education ● Republic of the Philippines

 Table of Contents
What This Module Is About ..................................................................................................................vi
What I Need to Know ............................................................................................................................vi
How to Learn from this Module ............................................................................................................vi
Icons of this Module ............................................................................................................................ vii
What I Know ................................................................................................................................... viii
ENVIRONMENT AND MARKET............................................................................................................... 1
What I Need To Know ....................................................................................................................... 1
What’s In ........................................................................................................................................... 1
What’s New ...................................................................................................................................... 2
Activity 2.1: Mini Survey ............................................................................................................... 2
What is It ........................................................................................................................................... 2
.......................................................................................................................................................... 5
What’s More ..................................................................................................................................... 5
Activity 1.2 .................................................................................................................................... 5
What I Have Learned ........................................................................................................................ 5
Activity 1.3: ................................................................................................................................... 5
.......................................................................................................................................................... 5
What I Can Do ................................................................................................................................... 5
Activity 1.4 .................................................................................................................................... 5
Enumerate the differences between this products (E & M) ................................................................ 6
What’s In ........................................................................................................................................... 6
Activity 2.1 Concept Map. ............................................................................................................ 6
What’s New ...................................................................................................................................... 6
Activity 2.2 . Pictures identification: ............................................................................................. 6
What is It ........................................................................................................................................... 7
What’s More ..................................................................................................................................... 8
Activity 2.3 .................................................................................................................................... 8
What I Have Learned ........................................................................................................................ 8
Activity 2.4 Venn diagram: ........................................................................................................... 8
What I can do .................................................................................................................................... 9
Activity 2.5 Matching Type: ......................................................................................................... 9
Identify who the customer of these products are and the reason these products/services are
purchased (E & M) ................................................................................................................................ 9
What’s In ........................................................................................................................................... 9
Activity 3.1 .................................................................................................................................... 9
What’s New .................................................................................................................................... 10
Activity 3.2 .................................................................................................................................. 10
What is It ......................................................................................................................................... 10
What’s More ................................................................................................................................... 11
Activity 3.3 Pictures identification: ............................................................................................. 11
What I Have Learned ...................................................................................................................... 12
Activity 3.4 Essay:........................................................................................................................ 12
What I can do .................................................................................................................................. 12
Activity 3.5 .................................................................................................................................. 12
Identify the companies who sell these products/services in the market (E&M) ............................... 13
What’s In ......................................................................................................................................... 13
Activity 4.1 .................................................................................................................................. 13
What’s New .................................................................................................................................... 13
Activity 4.2 .................................................................................................................................. 13
........................................................................................................................................................ 13
What is It ......................................................................................................................................... 13
What’s More ................................................................................................................................... 14
Activity 4.3 .................................................................................................................................. 14
........................................................................................................................................................ 14
What I Have Learned ...................................................................................................................... 15
Activity 4.4 .................................................................................................................................. 15
What I can do .................................................................................................................................. 15
Activity 4.5 Matching Type: ........................................................................................................ 15
Summary ............................................................................................................................................. 17
Assessment: Post test .................................................................................................................... 18
Key Answers .................................................................................................................................... 19
References ...................................................................................................................................... 21
What This Module Is About
One of your greatest dreams in life is to become a successful entrepreneur. As a
person, you are capable of developing your character and personality, and how to respond to
some business challenges and opportunities. You can make things happen by identifying the
opportunities around you. You may ask yourself these questions: What do people need?
What products and services are available in the market today? Can they be improved? How
are they made or delivered? Can things be done better? cheaper? faster? cleaner? Can a
product which is used for specific purpose be also used for some other purposes?
This is according to the writers/authors and Development team of the Learner’s material-TLE-
Agricultural Arts –Aquaculture NCII

What I Need to Know

At the end of this module, you should be able to:

2.Recognize and understand the market for aquaculture

2.1. Identify the different products/services available in the market
2.2. Enumerate the differences between these products
2.3. Identify who the customers of these products are and the
reason these products/services are purchased
2.4. Identify the companies who sell these products/services
In the market (TLE_EM9-12-00-1, TLE_EM7/8-0k-2)

How to Learn from this Module

To achieve the objectives cited above, you are to do the following:
✓ Take your time reading the lessons carefully.
✓ Follow the directions and/or instructions in the activities and exercises diligently.
✓ Answer the pre-test honestly; the purpose of the pre-test is for you to determine your
prior knowledge before going through the lessons and activities.
✓ If you have hard time understanding the lessons and activities, please do take a break.
Having breaks between lessons and activities will give you some space where you can
absorb the lesson well.
✓ You can use the internet if you need more information about the lesson.

i
Icons of this Module
What I Need to This part contains learning objectives that
Know are set for you to learn as you go along the
module.

What I know This is an assessment as to your level of

knowledge to the subject matter at hand,
meant specifically to gauge prior related
knowledge
What’s In This part connects previous lesson with that
of the current one.

What’s New An introduction of the new lesson through

various activities, before it will be presented
to you

What is It These are discussions of the activities as a

way to deepen your discovery and under-
standing of the concept.

What’s More These are follow-up activities that are in-

tended for you to practice further in order to
master the competencies.

What I Have Activities designed to process what you

Learned have learned from the lesson

What I can do These are tasks that are designed to show-

case your skills and knowledge gained, and
applied into real-life concerns and situations.

ii
 What I Know

Pre-test /Diagnostic test

Test I. Multiple Choice
Directions: Choose the letter of the best answer. Write your answer on your quiz notebook.

1. The following are examples of peoples’ basic need, which is not included?
a. Shelter b. Food c. Recreation d. Clothing
2. Tony make a survey of the population in his immediate community. Why he is doing this?
a. To know where to sell / serve his product or service
b. To determine the people who will buy everyday
c. Choose his favorite suki
d. To target his biggest buyers
3. The entrepreneur does some improvement of his products to make it more attractive to
to the eyes of the customers, what does it mean?
a. discovery b. curiosity c. innovation d. invention
4. This is your desire to own something but it is not really necessary?
a. wants b. needs c. likes d. requirements
5. It is an evidence presented by a seller to the prospect customer about his products which
is better compared to other product or service sold by his competitors.
a. Beautiful price tag b. Unique selling proposition
c. Good plan for selling d. Unique pricing
6. You created a product which is something new, more attractive and affordable to the target
consumers. You are doing What?
a. common product b. the same product c.new price d. innovation
7. Which of the following is not a product of aquaculture?
a. Sea weeds b. Milkfish c. Mussel d. Muscovy
8. Fish is a natural source of vitamin D, which of the following is not included in the benefits
derived from fish?
a. Fish is filled with omega-3 fatty acids
b. Fish is rich in calcium and phosphorus and a great source of minerals
c. May help prevent and treat depression
d. Some types of fish can contain high levels of mercury
9. Among the given examples are fresh water cultured fish, which one is not included?
a. carps b. tilapia c. angel fish d. catfish
10. The following are the examples of service business, which one is example of service
related to aqua products?
a. Art service b. food service c. legal service d. beauty service
Test II. True or False
Directions: Write TRUE if the statement is correct and FALSE if it is wrong. Write your
answer on the space provided before each number.
_________1. Oily fish is low in omega 3 fatty acids.
_________2 White fleshed fish is high in fat than any other source of animal protein.
_________3 Hotels and restaurants are examples of customers of aqua products.
_________4 Eating fish help lowers risk of heart disease.
_________5 Fresh fish seller includes dried fish.
_________6. Direct sales to restaurants, grocery stores, or other retail outlets often appear
to be a viable marketing alternative for small producers of aqua products.
_________7. Marketing channel refer to the institutional structure of place for movements
and exchange of goods.
_________8 The key to expanding sales is a premium product.
_________9 Sancano canning and century canning are example of companies who sale
fish products.
_________10 The main internationally traded products from aquaculture were shrimp,
salmon mollusks and seaweed

iii
 Module
ENVIRONMENT AND MARKET
2

What I Need To Know

One of your greatest dreams in life is to become a successful entrepreneur. As a

person, you are capable of developing your character and personality, and how to respond to
some business challenges and opportunities. You can make things happen by identifying the
opportunities around you.

You may ask yourself these questions:

1. What are the needs of the people?
2. What products and services related to aquaculture are available in the market
today?
3. How are they made available to the customers?
4. Are the products affordable to the customers?
5. Does aqua fresh product can be made into another product?

At the end of this module, you should be able to:

LO 2. Recognize and understand the market for aquaculture

2.1. Identify the different products/services available in the market
2.2. Enumerate the differences between these products
2.3. Identify who the customers of these products are and the reason
these products/services are purchased
2.4. Identify the companies who sell these products/services in the
market (TLE_EM9-12-00-1, TLE_EM7/8-0k-2)

What’s In

In our previous lesson, entrepreneurial characteristics was discussed in Module 1, in

which this Module 2 is connected with entrepreneurial activities that describe what are the
products/services of aquaculture available in the market.
Activity 1: Copy this in your activity notebook and write your answer.
Example: fresh shrimps
List down 5 available products of aquaculture List 5 example of services related to
in the market aquaculture that are available now

1
 What’s New

Activity 1.2: Mini Survey

Directions: Conduct a mini survey in your immediate family or community (Always wear Mask
and Face Shield). Gather pertinent data that are needed to answer the in the matrix below.
Put 1 (one) check on market supply column and 1 (one) check for demand column.

Specific
Place Aquaculture Price
Market Supply Demand
Product products range
Display/sell
Ex: 70.00/ Lo Moderate high Low Moderate high
EX: Market Seaweeds kl. w ✓ ✓
(guso)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

What is It

Environment and Market (EM)

The term aquaculture broadly refers to the cultivation of aquatic organisms

in controlled aquatic environments for any commercial, recreational or public purpose.
The breeding, rearing and harvesting of plants and animals takes place in all types of
water environments including ponds, rivers, lakes, the ocean and man-made “closed”
systems on land.

Aquaculture serves many purposes, including:

• Food production for human consumption;

• Rebuilding of populations of threatened and endangered species;
• Habitat restoration;
• Wild stock enhancement;
• Production of baitfish; and

2
 • Fish culture for zoos and aquariums.

Marine aquaculture refers specifically to the culturing of oceanic species (as

opposed to freshwater). Examples of marine aquaculture production include oysters, clams,
mussels, shrimp, salmon and algae. Marine aquaculture is just 20 percent of U.S.
production, consisting mostly of shellfish (e.g., oysters, clams and mussels).
Aquaculture species cultured include milkfish (Chanos chanos), Nile tilapia (Oreochromis
niloticus), Mozambique tilapia (Oreochromis mossambicus), common carp (Cyprinus carpio),
bighead carp (Aristichthys nobilis) and others, walking catfish (Clarias batrachus), North
African catfish (Clarias gariepinus).

There is a need to conduct environmental scanning to identity the needs and wants of
people, the niche for your business mission, and to give attention to trends and issues. This
may also serve as an evaluation of the type of the entrepreneurial activity appropriate in the
community. Environmental scanning is defined as a process of gathering, analyzing, and
dispensing information for tactical or strategic purposes. The environmental scanning process
entails obtaining both factual and subjective information on the business environments in
which a company is operating.

Environment in the community can be viewed according to its technological, political,

economic, and social aspects. For example, in the past, people in the community used
conventional way of growing fish but the transmission of development in terms of technology
was interrupted because people were not satisfied with what they have today. They still look
for the changes in their life that corresponds to their environment. As a future entrepreneur,
you must be well-versed in this kind of advancement and progress of your environment
particularly in technology so as to ensure the success of your future business. Always think
of something new, something novel, authentic, reinvent the existing ones, and create your
new version of goods/products, and services. For instance, your own fish farm uses
conventional methods of growing aquatic product, while in the other fish farms organic fish
adapting organic method are raised. This kind of changes being made will affect the existing
principles in business and industries that can be easily adapted to the changes in producing
the products/services to meet the needs and wants of people in the community.

However, people have different concepts of needs and wants. Needs in business are
important things that every individual cannot do without in a society. These include:

1. Basic commodities for consumption

2. Clothing and other personal belongings
3. Shelter, sanitation, and health
4. Education and relaxation
5.
Basic needs are essential to every individual so he/she may be able to live with dignity
and pride in the community of people. These needs can obviously help you generate business
ideas. Wants are desires, luxury and extravagance that signify wealth and an expensive way
of living. Wants or desires are considered above all the basic necessities of life. Some
examples are the eagerness or the passion of every individual which are not basic needs like;
fashion accessories, shoes, clothes, travelling around the world, eating in exclusive
restaurants; watching movies, concerts, plays, having luxurious cars, wearing expensive
jewelries, perfumes, living in impressive homes, and others. Needs and wants of people are
they basic indicators of the kind of business that you may engage in because it can serve as
the measure of your success. To summarize, product development entirely depends on the
needs and wants of the customers.

Generating ideas for business

Here are some ways by which you may generate possible ideas for business:
1. Examine the existing goods and services. Are you satisfied with the product? What do
other people who use the product say about it? How can it be improved? There are many
3
ways of improving a product from the way it is made to the way it is packed and sold. You
can also improve the materials used in crafting the product. In addition, you may introduce
new ways of using it, to make it more useful and adaptable to the customers’ many needs.
When you are improving the product or enhancing it, you are doing an innovation. You can
also do an invention by introducing an entirely new product to replace the old one.
Business ideas may also be generated by examining what goods and services are sold outside
the community. Very often, these products can still be enhanced or improved.

2. Examine the present and future needs. Observe and examine what the customers,
institution, and communities are missing in terms of goods and services. Sometimes, these
needs are already obvious and felt at the moment. Other needs are not that obvious because
they can only be felt in the future, in the event of certain developments in the community. For
example, a town will have its electrification facility in the next six months. Only by that time
will the entrepreneur could think of electrically- powered or generated business such as
production of aquarium fishes with aerator, seafood restaurant selling live fish, crustacean and
others.

3. Examine how the needs are being satisfied. Needs for the products and services are
referred to as market demands. To satisfy these needs is to supply the products and services
that meet the demands of the market. The term market refers to whoever will use or buy the
products or services, and these may be people or institutions such as other businesses,
establishments, organizations, or government agencies. There is a very good business
opportunity when there is absolutely no supply to a pressing market demand.
Businesses or industries in the locality also have needs for goods and services. Their needs
for raw materials, maintenance, and other services such as selling and distribution are good
sources of ideas for business.

4. Examine the available resources around you. Observe what materials or skills are
available in abundance in your area. A business can be started out of available raw materials
by selling them in raw form and by processing and manufacturing them into finished products.
For example, in a fresh fish it can be manufactured into can goods, dried fish, salted, can be
made into chorizo, sisig, and other by products. A group of people in your neighborhood may
have some special skills that can be harnessed for business ideas can come from your own
skills. The work and experience you may have in agriculture and fishery arts, industrial arts,
home economics, and ICT classes will provide you with business opportunities which will give
you extra income, should you decide to engage in income-generating activities. With your
skills, you may also tinker around with different things in your spare time. Many products were
invented this way.

5. Read magazines, news articles, and other publications on new products and
techniques or advances in technology. You can pick up new business ideas from
Newsweek, Reader’s Digest, Business Magazines, Go Negosyo, KAB materials, and Small-
industry Journal. The Internet serves as a library where you may browse and surf on possible
businesses. It will also guide you on how to sell the right product in the right place, at the right
price, and at the right time.

Listing of possible businesses to set up in an area may also be available from banks or local
non-government organizations.

The aquaculture products in the Philippines are:

1. Seaweed (mainly Kappaphycus and Eucheuma spp.)
2. Milkfish (Chanos chanos)
3. Tilapia (mainly Nile tilapia Oreochromis niloticus)
4. Shrimp (mainly giant tiger prawn Penaeus monodon)
5. Carp (mainly bighead carp Aristichthys nobilis)
6. Oyster (slipper cupped oyster Crassostrea iredalei)
7. Mussel (green mussel Perna viridis)
8. Growing cultured pearls

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 What’s More

Activity 1.3
Copy the table on your activity notebook and supply the needed information on each
column.
Name of aquaculture By products Other purpose for
products aquaculture
Ex; tuna Tuna chorizo Human foods
1.
2.
3.
4.
5.

What I Have Learned

Activity 1.4:
Enumerate and Illustrate or draw 5 aquaculture products that are available in your local
market. Write your answer on your activity notebook.

What I Can Do

Activity 1.5.
Multiple choice: Choose the letter of your answer and write it on your assignment notebook.
1. Among the given examples are fresh water cultured fish, which one is not
included?
a. carps b. mudfish c. salmon fish d. catfish
2. The following are the examples of food service business, which one is example
is not included?
a.Catering service b. restaurant service c. fast food service d. legal service
3. The following are examples of peoples’ basic need, which is not included?
a. Medicine b. Food c. Cellphone d. Clothing
4. One of the best-rounded foods to include in your diet, high in zinc, iron and other
Minerals, vitamin A and B12.
a.Tilapia b. mussels c. seaweeds d. crabs
5. It is a source of carrageenan an important ingredient in food and other industrial
application.
a.Tilapia b. mussels c. seaweeds d. crabs

5
 Enumerate the differences between these
products (E & M)

What’s In

Activity 2.1 Concept Map.

At the center of the circle write aquaculture Products/services. On the square box, write
different products and services of aquaculture. Copy this figure on your activity notebook.

What’s New

Activity 2.2. Pictures identification:

Name at least 5 aqua products shown in the pictures. Write your answer on your activity
notebook.

(https://www.foodandwine.com/seafood/best-seafood-online-shop)

6
 What is It

Differences of the products

a. Seaweed is a source of carrageenan an important ingredient in food and other industrial

application. Uses of Carrageenan are: Gelling agent for jellies, stabilizer ice cream and
toothpaste, thickener for catsup and sauces, beer clarifier, binder for patties and meat.
b. Milkfish is a large active silvery fish of the Indo-Pacific region, farmed for food in
Southeast Asia and the Philippines. It is important seafood in Southeast Asia and some
Pacific Islands. Because milkfish is notorious for being much bonier than other food fish,
deboned milkfish, called "boneless bangús" in the Philippines, has become popular in
stores and markets. This food is low in Sodium. It is also a good source of Vitamin B6,
Phosphorus and Selenium, and a very good source of Protein, Niacin and Vitamin B12.
The bad: This food is high in Cholesterol. Milkfish are euryhaline, stenothermic fish. They
occur and can be cultured in freshwater, brackishwater, and marine waters but only in
the tropical and subtropical Indian and Pacific oceans (rare in eastern Pacific from
southern California to Peru) where
temperature is >20°C.
c. Tilapia / Nile Tilapia (Oreochromis niloticus) is the most cultured freshwater fish in the
Philippines, and the tilapia industry provides valuable income and an affordable source
of animal protein for the growing population. Even more impressive is the amount of
vitamins and minerals in this fish. Tilapia is rich in niacin, vitamin B12, phosphorus,
selenium and potassium. Most tilapia production comes from freshwater ponds and
cages
d. Shrimp is a good source of protein and vitamin D and is one of the most popular seafood
consumed globally. This shrimp market analysis considers sales from the frozen shrimp,
canned shrimp, and other segments, through supermarkets and hypermarkets,
convenience stores, and others. Marine shrimp is the most prominent product from
aquaculture in international trade.
e. Carp are good to eat. But you may have to prepare it properly if you don't like fishy
flavor. Carp are a staple part of diets all across the world. Overall, It's a great food fish
and can be prepared in many different ways. Carp is a low-fat source of protein which
aids muscle building. It also contains proteins, iron, vitamin B12, and omega-3 fatty
acids. Most of the carp recently produced is bighead carp from freshwater pens.
f. Oyster offer a ton of health benefits, thanks to their huge stockpiles of essential vitamins,
minerals and organic compounds. They're an excellent source of protein, vitamin D, zinc,
iron and copper, and also have high levels of Vitamin C, phosphorus, niacin and
riboflavin. Magnesium and potassium are both minerals that support healthy muscle and
nerve function. Having adequate amounts of both are also important for heart health by
promoting healthy blood pressure. Oysters, followed by clams, scallops and mussels,
lead farmed mollusk production. Oyster and mussel farming take place in open coastal
water.
g. Mussels are one of the best-rounded foods to include in your diet, high in zinc, iron and
other minerals, vitamins A and B12. It is one of the fantastic sources of protein, low in
calories and low in fat. Mussel farming aiming to produce eco-organic blue mussels with
main usage in industrial processing (high quality fish and poultry feed, fertilizers).
h. Some examples of aquaculture include raising catfish and tilapia in freshwater ponds.
i. Atlantic salmon (Salmo salar) is a species of ray-finned fish in the family Salmonidae
growing cultured pearls, and farming salmon in net-pens set out in a bay. Which is the
largest salmon and can grow up to a meter in length.
j. Mudfish/hauhau/Waikiki/kōwaro are eel-like in appearance, with long, stocky bodies,
thick slippery skin, and no scales. They are found in swampy lowland habitats such
as wetlands, pākihi, pools in swamp forests and slow-flowing streams and drains.

7
 What’s More
Activity 2.3
Copy the table on your activity notebook and write your answer. On the first column list down
5 examples of aquaculture product, and on the second column write down each difference.

List 5 examples of aquaculture Differences

products

1.

2.

3.

4.

5.

What I Have Learned

Activity 2.4 Venn diagram:

On the intersection of the two circles at the center, you write the similarities of aquaculture
product, while their differences should be written contrast sides. Copy the figure on your
activity notebook and write your answer.

8
 What I can do

Activity 2.5 Matching Type:

Match column A with their descriptions on column B. Write only the letter of your correct
answer on your assignment notebook.

Column A Column B

1.Carp A. one of the best-rounded foods to include in your diet,

2. Milkfish B. is rich in niacin, vitamin B12, phosphorus, selenium and potassium
3. Mussels C. low-fat source of protein which aids muscle building.
4. Mudfish D. This food is high in Cholesterol. And much bonier than other fish
5. Tilapia E. They are found in swampy lowland habitats such as wetlands

Identify who the customer of these products

is and the reason these products/services
are purchased (E & M)

What’s In
Activity 3.1

Sentence completion: Complete the sentence by writing your answer on the blank provided
for. Copy this activity on your assignment notebook and answer.

1.Shrimp is a good source of ________________________________________________.

2. Oyster and mussel farming takes place_______________________________________
3. Seaweed is a source of___________________________________________________
4., Young crabs are grown for a period of ______________________________________
5. Tilapia / Nile Tilapia (Oreochromis niloticus) is the most __________________________

9
 What’s New

Activity 3.2
Copy the table on your activity notebook and write your answer on the column provided for.
Why is it important to know the possible reasons for the customers to buy our sold products?
Write the reasons why customers buy
your sold products
1. Product - Tuna Chorizo 1.
2.
3.
2.Product – Shrimps 1.
2.
3.

What is It

Reasons why people/ customer buy the products

a. Finding value. People buy for a reason. There should be something in your product or
service that would give consumers a good reason to go back and buy more. There must
be something that will make you the best option for target customers; otherwise, they
have no reason to buy what you are selling. This implies further, that you offer something
to your customers that will make them value your product or services. Because people
buy goods and services to satisfy their individual needs and wants. In other words, people
buy the benefits that goods and services offer— benefits that fulfil their needs and wants.
There are two basic reasons why people purchase anything: to increase pleasure (e.g.
glowing health, freedom, popularity) or decrease pain (e.g. stress, financial problems, and
poor health).

Discover customer’s genuine reasons for buying the product. Information is very
important in decision making. A competitive entrepreneur always improves their products
or services to provide satisfaction and of course retention of customers. As your business
grows, you should always consider the process of asking your customers important
information and questions that you can use to improve your product or service

b. Information is very important. The relevant information pertaining to products that will
satisfy their wants must reach the consumer though audio-visual media, demonstration,
display at fairs and festival, mobile video vans, low cost, brand name, product have
discounts, advertisement, published materials, (brochures, leaflets) and others means.

Target customers:
First, identify companies (restaurants, hotels, distributors, foo caterer or institutional
food services) and other exports, wholesale market, landing ports, live haulers,
processing plants, companies and online selling. Potential outlets (farmers’ markets,
direct-to-consumer sales.) Once you have your business and outlets targeted, you need
to identify the name of the key person in that organization to whom you hope to sell the
product. The person is a decision-maker. Don’t settle for anyone else. If it is a restaurant,
it may be the chef and not the owner, or both any be important in your sales call.

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 What’s More

Activity 3.3 Pictures identification:

Identify the following target customers.
Choose your answer from the option inside the parenthesis. Write it on your activity
notebook.
(Restaurant, Market, Food Catering, Landing port, Online selling, Processing plant)

1. 4.

https://www.eatthis.com/coronavirus-eating-out/) https://www.seafishcolombo.com/

2. 5.

https://www.facebook.com/pages/category/Local- Business/Tuna-Products-and-Magnolia-Chicken
-Cotabato-264771847764414/

3. 6.

https://www.fis.com/fis/worldnews/worldnews.asp?monthyear=1- https://www.channelfish.com/home/channel-boston-plant- fresh-room

2019&day=9&id=101034&l=e&country=&special=&ndb=1&df=0)

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 What I Have Learned

Activity 3.4 Essay:

Explain your answer. Write it in your activity notebook.

1. Does applying creativity to your product or services important? Why?

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

2. When we can say that a certain product has value?

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
3. Who do you think are your target consumers/markets?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

What I can do

Activity 3.5

Directions: Read and answer the guide questions below. Write your answer on your activity
notebook.

1. Write at least 5 reasons why people buy products?

( 1. 2.,3.,4.,5.)
2.Identify at least 5 target customers of aquaculture products.
( 6., 7. , 8. , 9. , 10.)

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 Identify the companies who sell these
products/services in the market (E&M)

What’s In

Activity 4.1
Explain your answer on your activity notebook.

1.Why is it important to know our prospect customers of our products?

2. In food service, what is the purpose of the owner, why the solicit comments from the
customers after receiving the products?
3. Does the comments from the customers help them improve their products or services?

What’s New

Activity 4.2
Arrange the scrambled letters to form a complete word. Write your answer on your activity
notebook.

OPSICMENA

TORCSUPD

AREATUQLCAU

RESIVECS

EKRATM

What is It

Companies who sell aquaculture products and services

✓ AJG Bangus Fry and Fingerlings, Enterprises- importer, distributor, wholesaler of
cultured milkfish
✓ Akimasa marine and Allied Ind. Corp – Seafood’s processor mainly tuna, sword fish,
marlin, shrimp and grouper – Davao City
✓ Vina quality Corporation - producer and exporter of various frozen seafood from
Philippines and Vietnam
✓ Super Royale Seafood Int’l, Inc. – exporting octopus, squid, whole frozen cod and other
fishes
✓ ALFRAN Seafood’s Trading – Aquaculture, exporters, importers, processors,
producers, wholesalers, Agent retailers Fresh Products – Laoag, Ilocos Norte
✓ B-Life Seafood’s – providing fresh/frozen quality seafood’s like tuna, Prawn, squid
supplier to restaurants, traders small business- Paranaque
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 ✓ Bo Yes Agri Nutrition Products – active importer of seafood products – Bocaue, Luzon
✓ Carlton Marketing – seafood exporters, suppliers of frozen and salted seafood
products (crab, lobster, seaweeds, squid) – Makati
✓ Cebu Tropical Reef Life, Inc. – Farming spiny tiger lobster- Cebu City
✓ Central Seafood’s, Inc. – buying stations, exporting of clam, Octopus, Lobster, and
crabs
✓ Tuna Cooperative – production and processing of tuna and fishing products and
marketing
✓ Tuna canners Association-General Santos (TCAGS) – comprised of 6 tuna canneries
✓ Seafood Trade Intelligence Portal – cultured tilapia and milkfish- fresh fish –sold
directly to local market

Provide technical services

✓ Bureau of Fisheries and Aquatic Resources (BFAR) – an attached government agency

of the Philippines under the Department of Agriculture who is responsible for the
development, improvement, management and conservation of fisheries and aquatic
resources
✓ National Integrated Fisheries Technology Development Center (NIFTDC) – Bureau of
Fisheries and Aquatic Resources (BFAR), Pangasinan State University – College of
Fisheries
✓ Technical Education and Skills Development Authority (TESDA)
✓ Local Government Units (Municipal, City and Provincial levels)
✓ Workshop /training placed high priority on effective extension services
✓ Create employment potential in rural areas
✓ Research is one of the important services could be provided by the government.

What’s More

Activity 4.3
Bubble Map. At the center, you seen the rectangular box, you write companies there. Then
at the sides there are circles, you write the name of a processing companies of aqua
products. Copy the figure on your activity notebook, and write your answer.

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 What I Have Learned

Activity 4.4
From the list of companies stated in 1-5 write their corresponding services that are available
in the market.
1. Carlton Marketing
2. Cebu Tropical Reef Life, Inc.
3. B-Life Seafood’s
4. Bureau of Fisheries and Aquatic Resources (BFAR)
5. 5.Seafood Trade Intelligence Portal

What I can do

Activity 4.5 Matching Type:

In column A are the name of companies, match in column B the pictures of the certain
products produce by the companies.

COLUMN A COLUMN B
A.

1. Central Seafoods’ Inc.

https://www.suppliercannedtuna.com/2017/12/make-
your-own-canned-tuna-private-label.html

B.

2. AJG Bangus Fry and

Fingerlings, Enterprises

https://www.newfoodmagazine.com/industry_sector/seafood/

C.

3. B-Life Seafood’s

https://fishconsult.org/?p=9362

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 D.

4. Cebu Tropical Reef Life, Inc.

https://www.pinterest.ph/pin/191332684141381620/

E.

5. Seafood Trade Intelligence

Portal

https://www.alibaba.com/product-detail/Tiger-
Lobsters_50001453634.html

16
Summary
Knowing the Environment and market for aquaculture from this module, it would help
you students identify different products that could be a source of business in relation to
aquaculture.
The marketing strategy should be based on the work plan you have made before the
start of the business. Knowing the reasons why they purchase the products, and their needs
everyday will help you identify your target customers.

17
 Assessment: Post test

Test I. Multiple Choice

Directions: Choose the letter of the best answer. Write your answer on your quiz notebook.

1. Fish is a natural source of vitamin D, which of the following is not included in the benefits
derived from fish?
a. Fish is filled with omega-3 fatty acids
b. Fish is rich in calcium and phosphorus and a great source of minerals
c. May help prevent and treat depression
d. Some types of fish can contain high levels of mercury
2. Among the given examples are fresh water cultured fish, which one is not included?
a. carps b. tilapia c. angel fish d. catfish
3. The following are the examples of service business, which one is example of service
related to aqua products?
a. Art service b. food service c. legal service d. beauty service
4. The following are examples of peoples’ basic need, which is not included?
a. Shelter b. Food c. Recreation d. Clothing
5.Tony make a survey of the population in his immediate community. Why he is doing this?
a. To know where to sell / serve his product or service
b. To determine the people who will buy everyday
c. Choose his favorite suki
d To target his biggest buyers
6. This is your desire to own something but it is not really necessary?
a. wants b. needs c. likes d. requirements
7. It is an evidence presented by a seller to the prospect customer about his products which
is better compared to other product or service sold by his competitors.
a. Beautiful price tag c. Good plan for selling
b. Unique selling proposition d. Unique pricing
8. You created a product which is something new, more attractive and affordable to the target
consumers.
a. common product b. creativity c. new price d. innovation
9. Which of the following is not a product of aquaculture?
a. Sea weeds b. Milkfish c. Mussel d. Muscovy
10.The entrepreneur does some improvement of his products to make it more attractive to
to the eyes of the customers, what does it mean?
a. discovery b. curiosity c. innovation d. invention
Test II. True or False
Directions: Write TRUE if the statement is correct and FALSE if it is wrong. Write your answer
on the space provided before each number.
_________1. Eating fish help lowers risk of heart disease.
_________2. Fresh fish seller includes dried fish.
_________3. Direct sales to restaurants, grocery stores, or other retail outlets often appear
to be a viable marketing alternative for small producers of aqua products.

_________4. Oily fish is low in omega 3 fatty acids.

_________5. White fleshed fish is high in fat than any other source of animal protein.
_________6. Hotels and restaurants are examples of customers of aqua products.
_________7. Marketing channel refer to the institutional structure of place for
movements and exchange of goods.
_________8. The key to expanding sales is a premium product.
_________9. The main internationally traded products from aquaculture were
shrimps,salmon,mollusk and seaweeds
_________10. Sancano canning and century canning are example of companies who sale
fish products.

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 19
ENVIRONMENT AND MARKET
What I Know Objective 1 Environment and Market
What’s New What’s More
Pre test- Diagnostic test What’s In
Act. 1.2 Act. 1.3
Test I. Test II. Activity 1 Activity 1.2 Activity 1.3
1. C 6. D 1. F 6. T Answers may Answers may vary Answers may
2. A 7. D 2. F 7. T vary as this is as this is personal vary as this is
3. C 8. D 3. T 8. T personal view or view or opinion of personal view
4. A 9. C 4. T 9. T opinion of the the students or opinion of
5. B 10. 5. F 10. F students the students
B
What I What I can Objective 2 Environment and Market
Have do Enumerate the differences between these products
Learned Multiple What’s In What’s What’s What I What I
Act. 1.4 Choice New More have can Do
(Act.1.5) Learned
Answers 1. C
Activity 2.1 Act.2.2 Act.2.3 Act. 2.4 Matching
may vary as 2. D
Answers Answers Answers Answers type
this is 3. C
may vary may vary may may 1. C
personal 4. B
as this is as this is vary as vary as 2. D
view or 5. C
personal personal this is this is 3. A
opinion of
view or view or personal personal 4. E
the students
opinion of opinion view or view or 5. B
the of the opinion opinion
students students of the of the
students students
Key Answers
 20
Ojective 3 Identify who the customers of these products ( E & M )
What’s In What’s New What’s More What I have What I can do
Learned
Act. 3.1 Act. 3.2 Act. 3.3 Act.3.4 Act. 3.5
Answers may vary Pictures Answers may Answers may
Answers may as this is personal identification
vary as this is vary as this is
vary as this is view or opinion of 1.food catering
personal view personal view
personal view the students 2.restaurant
or opinion of or opinion of
or opinion of the students
3.landing port the students
the students 4.market
5. online selling
6.processing
plant
Objective 4: Identify companies who sell these products/services in the market ( E
&M)
What’s In What’s New What’s What I
What I can do
More have
Learned
Act. 4.1 Act. 4.2 Act. 4.3 Act. 4.4 Act. 4.5
Scrambled Answers Answers Matching type
Answers letter may may 1.B
may vary 1.Companies vary as vary as 2.C
as this is 2.Products this is this is 3.A
personal 3.Aquaculture personal personal 4.E
view or 4.Services view or view or 5.D
opinion of 5.Market opinion opinion
the of the of the
students students students
B. Environment and Market POST TEST
Test I. Test II.
1. D 6. A 1. True 6. False
2. C 7. B 2. True 7. False
3. B 8. D 3. True 8. True
4. C 9. D 4. True 9. True
5. A 10. C 5. False 10. False
References
Technology And livelihood Education-Agricultural Arts – AQUACULTURE NC II
Learner’s Materials -9 pp.25-38
CHS -Module 1 Personal Entrepreneurial Competencies (PECs) pp. 14-27
https://www.academia.edu/1452/Module_Personal_Entrepreneurial/_Competencies_PE
Cs_Content_Standards_Performance_Standards
lrmds.depedldn.com/DOWNLOAD/AQUACULTURE__MODULE_1.PDF
file:///C:/Users/User/Downloads/aquaculture_for_grades_7_to_10_as_of_jan.20.2014.pdf
file:///C:/Users/User/Documents/lm-aquaculture.pdf
https://www.google.com/search?q=pecs+of+entrepreneur&tbm=isch&source=iu&ictx=1&
fir=wkTneav4NVG6lM%253A%252ChqJi5UUAzwxvSM%252C_&vet=1&usg=AI4_-kR
https://www.123rf.com/photo_17501019_businessman-is-walking-on-the-road-with-a-
sign-of-success-or-failure.html
https://www.slideshare.net/eivyportuguez/personal-entrepreneurial-competencies-pecs
https://www.google.com/search?source=univ&tbm=isch&q=Technology+and+livelihood+
education+agricultural+arts+(aquaculture)&sa=X&ved=2ahUKEwjmocjkkd_pAhVPy4sBH
Zq9D1oQ420oCnoECAoQGA&biw=1366&bih=655#imgrc=ypNXEJTUi02DGM
https://www.scribd.com/doc/261718154/Agriculture-and-Fishery-Arts-Aquaculture-
Modules-1-4-Teacher-s-Manual
https://interdenominationalchristianschoolofthailand.files.wordpress.com/2016/05/lm-
aquaculture.pdf
https://www.businessdicionary.com/definition/product-development.html
https://www.ncrac.org/files/biblio/MarketMaker-Pub-0034.pdf
library.enaca.org/bmp/manuals/seaweed-culture-bmp-manual.pdf
https://www.google.com/search?q=reason+for+purchase&sa=X&ved=2ahUKEwihroK0p-
DpAhVJ7GEKHS_2CugQ1QIoA3oECAwQBA&biw=1366&bih=655
www.sea-ex.com/country info/philippines.htm
https://www.pinterest.ph/pin/388928117790821090/
https://www.education.com/worksheet/article/bubble-map/
https://www.google.com.ph/search?q=graphic+organizer&hl=en&tbm=isch&sxsrf=ALeKk02zHIk
RlXL8bYWIgInL9XA_9iuyZw:1593346776522&source=lnms&sa=X&ved=0ahUKEwiqh_mkv6TqAh
WK7WEKHV7FCvwQ_AUICigB&biw=1366&bih=657&dpr=1#imgrc=b2p87zbBgkemAM&imgdii=lLi
e26JTCVmgaM https://en.wikipedia.org/wiki/Aquaculture
https://www.teacherspayteachers.com/Product/Venn-Diagram-Template-Printable-3760175
https://www.agmrc.org/commodities-products/aquaculture/aquaculture-profile
https://www.google.com.ph/search?hl=en&biw=1366&bih=657&sxsrf=ALeKk00g6dxhCE
dabDIzVXKZbFOCLqZ1ZA%3A1593352093872&ei=nZ_4XvHiNJfW-
QaQ46mABg&q=cultured+crabs&oq=cultured+cr
https://www.noaa.gov/stories/what-is-aquaculture
https://www.google.com/search?sxsrf=ALeKk01rLZv2Bca7JbFv7v5VeasjcUns1g%3A15
93335145291&ei=aV34XoicEZn6wQOAqK-
QCQ&q=examples+of+freshwater+fish+cultured+in+the+philippines&oq=examples+of+fr
eshwater+fish+cultured+in+the+phil&gs_lcp=CgZwc3ktYW

21
 For inquiries or feedback, please write or call:

Department of Education — Division of Gingoog City

Brgy. 23, National Highway, Gingoog City

Telefax: 088-328-0108 / 088328-0118

E-mail Address: gingoog.city@deped.gov.ph

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