QUARTER III

LESSON 4:
RECOGNIZING A POTENTIAL
MARKET

GRADE 12
ENTREPRENEURSHIP

EMMANUEL D. RUIZ
G12-WAGAYWAY
MRS. ROSELYN
MASCULINO
 RECOGNIZING A
LESSON 4 POTENTIAL MARKET

After going through this module, you are expected to:

1. Recognize a potential market

2. Analyze the market need.

LEARNING TASK 1:

DIRECTION: To check your prior information about the topic, please evaluate the
pictures below and list down at least three (3) potential markets that entrepreneurs
should consider during this COVID – 19 pandemic and indicate their needs. Write
your answer in the space provided.

POTENTIAL MARKET MARKET NEED

Goods, foods (including lugaw, lugaw
All people/ mass
is essential hehe), vegetables and fruits
All people/ mass (especially those who
needs to go outside houses on Facemask, Face shield, sanitizer,
countries affected by Covid-19 alcohol
pandemic)
People finding convenient and safe
way to buy and purchase goods, items, Online delivery services
and needs
 LEARNING TASK 2:

Match the variables in column A with the method of segmentation in column B.

Write the letter as your answer in the space provided before the number.

Column A Column B
C 1. Brand concept A. Demographic segmentation
A 2. Income B. Geographic segmentation
C 3. Culture C. Psychological segmentation
D 4. Knowledge D. Behavioral segmentation
B 5. Climate
C 6. Social class
C 7. Lifestyle
D 8. Loyalty
A 9. Religion
A 10. Education
 LEARNING TASK 3:

Watch and observe three products being advertised or promoted on television.

Evaluate the segmenting methods used by the producers of the particular products.

PRODUCT BRAND NAME METHOD USED FOR SEGMENTING

Behavioral Segmentation (Advertised to attract
people’s loyalty, perception, responses, reactions,
Kopiko Blanca
and to boost their coffee’s and their brand’s
image)
Demographic Segmentation (advertised for
Modess
women)
Psychological Segmentation (advertised for
Shopee people who are already used to online shopping,
as their hobby, and based on their lifestyle)

LEARNING TASK 4:

Give examples of business that uses entrepreneurial marketing strategies in

selected segments.

ENTREPRENEURIAL MARKETING
Individual or Strategies
Differentiated Concentrated
Mass or
one-on-one Undifferentiated
Marketing Marketing
Marketing Marketing
1. Hair salon 1. Organic fertilizers 1. Rolex watches 1. Rice

2. Furniture shops 2. Diapers 2. Luxury bags 2. Facemask

3. Catering services/
Party and events 3. Well-designed
3. Dogfood 3. Gadgets
shops or decorating housewares shops
shops
4. Personalized gift
4. Deodorant 4. Luxury cars, Ford 4. Canned Goods
stores
 ASSESSMENT:

Direction: Select the best answer by writing the letter on the space provided before
each number.
1. A
2. B
3. A
4. B
5. A
6. B
7. D
8. B
9. D
10. A

REFLECTION:

In a separate sheet of paper, write your personal insights about the lesson using the
prompts below.

I understand that potential market is the part of the total population that has shown some
level of interest in buying a particular product or service. Market identification is the
strategic marketing method that defines the detailed customer of the product. There are
three strategic marketing methods that will assist the entrepreneur in defining the specific
market of the product, this is market segmentation, market targeting, and market
segment selection.
I realize that analyzing the potential market, target market and available market as well
as the market needs is done in a detailed manner so giving more time doing it is essential
to make sure the enterprise to be successful, research should be done twice as many
times more than making a business plan.
I need to learn more about the practical application of these competencies and
learnings about market and market needs.