MARKETING PLAN

1. Prepare a Marketing Plan for an existing company.

2. Follow the Format provided
3. Conduct a Market Research

Format (Use score.org business plan template online for existing organization and go to marketing plan
portion. Use all tables recommended in the template)

1. Company Name
2. Rationale
3. Marketing Plan Goals and Objectives
4. Market Research Results
5. Industry Analysis
6. Products and Prices
7. Features and Benefits
8. Customers
9. Competition and Competitive Factors
10. Marketing Strategy
11. Promotion
12. Pricing
13. Location
14. Sales Forecast
15. Incremental Income Statement (Present the Actual 1 Year side by side with the Incremental
Income Statement)

Notes:

1. For the industry analysis, include a computation for the demand and supply gap. Use the format
below.
2. Demand and Supply Gap Analysis

DEMAND & SUPPLY ANALYSIS

PROJECTED DEMAND 

Year of Total Projected Demand

Operation
2020 80,288
2021 81,744
2022 83,304
2023 84,760
 2024 86,216
*See Appendix 1 

PROJECTED SUPPLY 

Year of Total Project Supply

Operation
2020 32,089
2021 33,694
2022 35,378
2023 37,147
2024 39,004
*See Appendix 2

Demand-Supply Analysis

Yea Demand Supply D-S GAP Percent

r (D) (S) (4)=(2)- Unserved
(1) (2) (3) (3) (5)=(4)/(2) x
100%
2020 80,288 32,089 48,199 60.03%
2021 81,744 33,694 48,050 58.78%
2022 83,304 35,378 47,926 57.53%
2023 84,760 37,147 47,613 56.17%
2024 86,216 39,004 47,212 54.76%

Market Share

2020   3,000 = 9%
32,089 + 3,000

2021 3,500 = 9%
33,694 + 3,500

  4,000 = 10%
2022                  35,378 + 4,000

    4,500 = 11%
2023                 37,147 + 4,500

    5,000 = 11%
            2024                     39,104 + 5,000
Notations appended are as follows:

Appendix 1
POPULATION GROWTH FIGURES DATA

Year  Local Total

AMA DDC Residents

2013 1,380 1,408 3,791 6,579

2018 1.600 1,500 4,334 7,434

Source: Barangay Hall of Malvar, Registrar’s Office of Davao Doctors College and Registrar’s
Office AMA Computer College.

Arithmetic Straight Line Method:

Taking the population for the latest year (2018)                     :           7,434
Less: Population for the first year (2013)           :   6,579
The difference [increase/(decrease)] is                855
855 divide by 6 (2013-2018) is 142.5 or 143

PROJECTED POPULATION GROWTH

Year  Total Population Growth

2019 7,434+143 = 7,577

2020 7,577+143= 7,720
2021 7,720+143= 7,863
2022 7,863+143= 8,006
2023 8,006+143= 8,149
2024 8,149+143=8,292
 PROJECTED DEMAND 

Projected Projected Target Market Average # of Order/s Projected

Year Population Buying from Frequency of per Demand
the Industry Purchase Customer
(Area)

2020 7,720 772 104 1 80,288

2021 7,863 786 104 1 81,744
2022 8,006 801 104 1 83,304
2023 8,149 815 104 1 84,760
2024 8,292 829 104 1 86,216
Assumption: 10% of the pop’n will be the target market buying from the area and there is    only one
order per customer.

FREQUENCY OF PURCHASE (FOP) COMPUTATION:

# Respondents in WEIGH FOP(ANNUAL

Choices: % T )

once / wk 20% 1 48

twice/wk 50% 3 96

thrice /
wk 30% 2 144

Note: Assignment of weight is based on the number of respondents (%). FOP is

annually computed, ex. Once/ week, 1 x 4 wks in a mo. X 12 mos. in a year = 48.

WA (FOP) = 1(48)  + 3 (96 )+ 2 (144)

6
= 104
 Appendix 2
SUPPLY FIGURES DATA (2017)

Competitors Total
Anniepie 8,320
DDC Canteen 9,200
Ama Canteen 10,200
2017 27,720

Year  Total Projected Supply

2018 29,106
2019 30,561
2020 32,089
2021 33,694
2022 35,378
2023 37,147
2024 39,004
It is expected that supply will increase 5% per year. Supply in 2018 is 27,720 

Market Share Formula:

Your proposed sales

_____________________________________________X 100%
(The total sales of competitors+ your proposed sales)