F.

Target Market Segmentation

Table 1.
Projected Historical Population of San Mateo, Rizal (2017-2022)

The formula for the population of 2018-2022: Population of 2016 x 1.68% (Growth rate) +
Population of 2015. Poverty incidence of 2017 – 2022: Base year – Base year x 4.8%
The table above shows San Mateo, Rizal's projected historical population in 2017–2022
less the 4.8% poverty incidence.

Table 2.
Formula: Population / 5 = Household of 2018 – 2022 (based on Table 1.)
The table above shows the projected historical household of San Mateo, Rizal for the
year 2017–2022. The data was already deducted by the growth based in Table 1 and computed
by dividing it by 5.

Table 3.
Projected Future Population of San Mateo, Rizal (2023–2027)
The formula for the population of 2023–2027: Population of 2015 x 1.68% (Growth rate) +
Population of 2015. Poverty incidence of 2023–2028: Base year – Base year x 6.1%. (Based on
socio-economic)
The table above shows the projected future population of San Mateo, Rizal for the year
2023–2028 less the 6.1% poverty incidence.

Table 4.
Projected Future Household of San Mateo, Rizal (2023–2028)
Formula: Population / 5 = Household of 2023–2028 (Based on Table 3.)
The table above shows the projected population of San Mateo, Rizal in the year 2023–
2027. The data was already deducted by the growth based in Table 3 and computed by dividing it
by 5.
 Table 5.
Projected Historical Household of the Target Market (2017–2022)
The table shows the projected historical household of the chosen target market of
Chikita’s Fried Chicken. (Based on Table 2.)

Table 6.
Projected Future Household of the Target Market (2023-2028)
The table shows the projected future household of the chosen target market of Chickita’s
Fried Chicken. These five barangays were chosen as our target market because these are the
areas where the most populated are located perfectly fitting what our business offers which are
fried chicken is a necessity for these occasions, events, and places. (Based on Table 4).

I. Demand Analysis
Demand analysis is an important process of understanding consumer wants and needs and
determining whether they are willing and able to pay for the product the company is
considering or producing.

Chickita’s Fried Chicken decided to establish a whole and half piece of chicken with
natural ingredients and herbal style chicken in the local market, which can be a replacement for
the usual fried chicken that is offered in the market.

Table 7.
POTENTIAL DEMAND
This table shows the estimated potential demand of the target within the vicinity of San
Mateo, Rizal in the selected barangay. Potential demand may refer to the selected barangay, and
this is calculated based on the estimated number of visitors in the selected barangay. This data
indicates that there is an uplifting demand in the next five years in the fried chicken business.

A. Actual Demand
 I. Customer’s Perception of Chickita’s Fried Chicken
Table 8.
Source: Based on the survey result and recommendations, p.( )
According to the result of the conducted survey, the majority of the respondents are
familiar with the fried chicken business and are willing it buy herbal and natural, and it also
shows a higher percentage of people who shares their perception regarding the chicken; this
they are willing to try it once Chickita’s Fried Chicken started their business. To conclude
this and the survey result may imply that the actual demand of customers in the fried chicken
industry at San Mateo, Rizal is good, therefore establishing a fried chicken business here is
feasible.

II. Influence on the customer purchasing Chickita’s Fried Chicken products (Likert
Scale)
Table 8.1
1. Source: Based on the survey conducted by the researchers, p.( )

Table 9.
MARKET ACCEPTABILITY
1. Source: Based on Figure (___), Survey Questionnaire Number (__)

The table shown above is the market acceptability of our five barangays: Silangan, Banaba,
Ampid 1, Guitnang Bayan 1, and Maly. The market acceptability based on the conducted
survey is equivalent to () out of 200, () percent for fried chicken, and () out of 200, ()% for
chicken skin. This indicates that there is a higher preference for fried chicken in the market.
The proportion of respondents from five barangays, namely Silangan, Banaba, Ampid 1,
Guitnang Bayan 1, and Maly will be our actual consumers. Because of the high acceptability
rate, there is a high possibility that fried chicken will be in high demand.
 B. PROJECTED DEMAND
Table 10.
Projected Demand of the Physical Store and Store for the year 2023–2028
Source: Based on Tables 3,
The table shown above is the Projected Demand for Chickita’s Fried Chicken for the
Years 2023 to 2027 for Whole Fried Chicken. With a market acceptability of 76 percent, the
projected demand for 2023 is 11,273, 2024 is 11,463, 2025 is 14,374, 2026 is 25,183, 2027 is
25,606, and for the year 2028 is 31,179. The formula used throughout those years is simply
adding up the physical store, first outlet, second outlet, until the fifth outlet then multiply by the
76% percent market acceptability. Compared to the previous years, it clearly shows that there is
an increase in demand for our fried chicken business.

ii. SUPPLY ANALYSIS

An analysis of supply involves assessing the state of the market’s supply to close the
supply–demand gap for the proposed business. This study location shows the five competing
companies of a business in San Mateo, Rizal where the company is located.

Competitors Profile
Table 18.
Chickita Fried Chicken Competitor Profile
CLUCK SARAP
#33 General Luna Street, Banaba San Mateo, Rizal
Years of Service: Eleven (11) Months
Office Hours: Monday to Saturday (8:00 am – 11:00 pm)
Product/Services: Variety of Fried Chicken, Store
Employees: Ten (10) Employees
Source: Based on the interview with the competitors
The information shown above about the competitors is based solely on the interview
conducted by the researchers located in the area of Banaba, San Mateo, Rizal. The data collected
consists of their business details and information. The product chicken they offer their customers
were mostly cluck shots, roasted chicken, and buckets of fried chicken.
 Table 19.
Chickita Fried Chicken Competitor Profile
ATON’S FRIED CHICKEN
Gen. Luna Street, Ampid 1, San Mateo, Rizal
Years of Service: One (1) Year
Office Hours: Monday to Saturday (3:00 pm – 10:00 pm)
Product/Services: Variety of Fried Chicken, Stall
Employees: One (1) Employees
Source: Based on the interview with the competitors
The above information about the competitors is based solely on the interview conducted
by the researchers located in the area of Ampid 1, San Mateo, Rizal. Their business details and
information are included in the data obtained. The fried chicken they sell to their customers is
mostly whole, half, legs, neck, and chicken skin.

Table 20.
Chickita Fried Chicken Competitor Profile
HEIHEI
#447 Buenvillage Bldg. General Luna Street, Guitnang Bayan 1, San Mateo, Rizal
Years of Service: One (1) Year
Office Hours: Monday to Saturday (9:00 am – 9:00 pm)
Product/Services: Variety of Fried Chicken, Store
Employees: One (1) Employees
Source: Based on the interview with the competitors
The information above shown about the competitors is based solely on the interview
conducted by the researchers located in the area of Guitnang Bayan 1, San Mateo, Rizal. The
data collected consists of their business details and information. The product chicken they offer
their customers were mostly chicken burger and buckets of fried chicken.
 Table 21.
Chickita Fried Chicken Competitor Profile
ZEI CHICKEN FOOD HOUSE
#725 General Luna Street, Barangay Maly, San Mateo, Rizal
Years of Service: Three (3) Years
Office Hours: Monday to Sunday (11:00 am – 2:00 am)
Product/Services: Variety of Fried Chicken, Store
Employees: Three (3) Employees
Source: Based on the interview with the competitors
The above information shown about the competitors is based solely on the interview
conducted by the researchers located in the area of Maly, San Mateo, Rizal. Their business
details and information are included in the data obtained. The fried chicken they sell to their
customer is mostly flavored chicken with meals and bundles.

Table 22.
Chickita Fried Chicken Competitor Profile
Chicken Shop
Afp Housing, Silangan San Mateo, Rizal
Years of Service: One (1) Year
Office Hours: Monday to Sunday (2:00 pm – 11:00 pm)
Product/Services: Variety of Fried Chicken, Stall
Employees: Two (2) Employees
Source: Based on the interview with the competitors
The information shown about the competitors is based solely on the interview conducted
by the researchers located in the area of Silangan, San Mateo, Rizal. The data collected consists
of their business details and information. The product chicken they offer their customers were
mostly whole chicken, half chicken, and chicken skin.