Chapter III

Market Study

This chapter covers the business's marketing strategy. It contains details on the
product, the target market, and the chosen price. There is also a study of the forces
influencing supply and demand as well as the analysis they require. This includes the
SWOT analysis, company's method of distribution and marketing communication
plans.

I. SWOT ANALYSIS

A. STRENGTHS

 Unique localized flavors

 Offering a distinctive array of choices to consumers, combining beverages
including alcohol to entice customers to celebrate their occasions.
 Exceptional customer service
 Capability to deliver quality service within a brief waiting period.
 Aesthetic and welcoming ambiance

B. WEAKNESSES

 The business presently do not utilize food delivery apps, technology, or services.
 Booking system efficiency is low.
 The management are susceptible to disruptions if key staff members fall ill or
leave.
 Intense competition from well-established rivals.
C. OPPORTUNITIES

 The local government actively supports local businesses.

 Benefit from a high-exposure location.
 Cultivating a robust customer relationship culture.
 Expanding product line with additional extensions.
 Capitalizing on the health-conscious trend.
 Establishing partnerships with local online influencers and food vloggers.

D. THREATS

 Intense competition within the market.

 Competitors providing lower prices.
 Operating in an uncertain economic climate.
 Facing increasing costs of ingredients.
 Limited profitability margins.

3.3 TARGET MARKET

CHICK 'N FLINKS targets a diverse customer, including young adults, motorcycle
enthusiasts, and residents of Poblacion, Makati City as the business is conveniently
situated amidst educational institutions at every level, government offices, and various
other establishments. The menu is consist of enticing selection of unlimited chicken
wings, appealing to those who appreciate bold and innovative tastes inspired by
international flavors. Whether it's students seeking budget-friendly options,
professionals grabbing a quick bite, or entrepreneurs taking a break, CHICK 'N FLINKS
caters to all who enjoy flavorful fried chicken in a welcoming ambiance. Located in the
bustling heart of Poblacion, it has become a popular culinary destination and social hub
for the community.

TARGET MARKET RESEARCH

A. Population of Research Locale

Here are the tables displaying the outcomes of the population study, showcasing the
latest findings from the market research.

Its population as determined by the 2020 Census was 16,706. This represented 2.65%
of the total population of Makati, (Poblacion, Makati Profile – PhilAtlas, n.d.)

The questionnaires were distributed according to the barangay's proportion to the total
population of the target market.

Table 1 - Population of Research Locale

Barangay Population
Poblacion 16,706

To determine the sample size, the proponents utilize the Sloven's Formula:

N
n= 2
1+ N ⅇ

Where:
N = total population

e = margin of error is 15%

Computation of the sample size:

16,706
n= 2
1+(16706) ( 0.15 )

16,706
n=
1+(16706)(0.0225)

16,706
n=
376.8625

n=44.33 - Sample Size

B. SURVEY RESULT ANALYSIS

Based on the customer's responses to survey questionnaires, the following data

illustrates their demographic profiles and preferences.

Demographic Survey Analysis

Table 2 - Status of the Respondents

STATUS FREQUENCY PERCENTAGE

Employed 16 37
Self-employed 8 18
 Student 20 45
Total 44 100%

Status

37%
45%

18%

Employed Self-employed Student

Based on the chart provided, it's evident that students comprise the majority,
respondents for 45% of the responses. In contrast, 37% of the population is employed,
leaving 18% categorized as self-employed. Hence, it's clear that students constitute the
predominant portion of the respondents.

Table 3 - Age Distribution of the Respondents

Age FREQUENCY PERCENTAGE

No 1 2%
Yes 43 98%
Total 44 100%
 Table 3 - Gender of the Respondents

Age FREQUENCY PERCENTAGE

Female 23 52%
Male 21 48%
Total 44 100%

Age

27%
36%

36%

18 to 20 yrs old 21 to 30 yrs 31yrs old and above

Figure 2

Figure 3 illustrates a demographic breakdown of the survey respondents,

revealing that 52% are female, while 48% are male. This distribution provides valuable
insights into the gender composition of the study participants, indicating a higher
representation of females in the sample population. Such information is essential for
understanding the demographic characteristics of the respondents and can help tailor
strategies or interventions to specific gender groups if necessary.

Table 4 - Respondents who are willing to buy Unlimeted Chicken Wings with Alcohol

Age FREQUENCY PERCENTAGE

 No 1 2%
Yes 43 98%
Total 44 100%

Resp o n d en t s wh o ar e willin g t o b u y Un limit ed

Ch ic k en W in g s wit h ju ic e o r alc o h o l b ev er ag es
2%

98%

Yes No

Figure 3

The aforementioned figure highlights a significant trend among the respondents,

with a substantial majority, comprising 98%, indicating their willingness to purchase
flavorful wings. Conversely, only a marginal 2% of respondents expressed a lack of
interest in this particular product. This overwhelming preference for the product
underscores their popularity and appeal among the surveyed population, suggesting a
strong potential for success in the market.

Table 5 - Respondents who are willing to buy Fruit juice.

Category FREQUENCY PERCENTAGE

No 2 5%
Yes 42 95%
Total 44 100%
 Resp o n d en t s wh o ar e willin g t o b u y fr u it ju ic e

5%

95%

Yes No
Figure 4
Based on Figure 4, the majority of respondents, specifically 95%, are inclined to
purchase fruit juice. This overwhelming interest suggests a strong market potential for
this particular product.

Table 6 - Respondents who are willing to by alcoholic beverage

Category FREQUENCY PERCENTAGE
No 10 23%
Yes 34 77%
Total 44 100%

Resp o n d en t s wh o ar e willin g t o b u y alc o h o lic b ev -

erag e

23%

77%

Yes No

Figure 5
 Based on Figure 5, the data indicates that a majority of respondents, specifically
77%, are willing to purchase alcoholic beverages, while 23% are not interested. This
distribution highlights a significant portion of the market that is receptive to alcoholic
beverage offerings, suggesting a promising market opportunity.

Table 7 - Respondents who are willing to by Unlimited wings with fruit Juice
Category FREQUENCY PERCENTAGE
No 0 0%
Yes 44 100%
Total 44 100%

Resp o n d en t s wh o ar e willin g u n limit ed win g s wit h

fr u it ju ic e

100%

Yes No

Figure 6
According to Figure 6, all respondents, representing 100% of the total, are willing
to try and have a fruit juice. This unanimous interest suggests a strong market potential
for fruit juices among the surveyed population.

Table 8 - Respondents who are willing to by Unlimited wings with alcoholic beverages
Category FREQUENCY PERCENTAGE
No 4 9%
Yes 40 91%
 Total 44 100%

Resp o n d en t s wh o ar e willin g u n limit ed win g s wit h

alc o h o lic b ev er ag es

9%

91%

Yes No

Figure 7
Based on the insights from Figure 7, it is evident that a substantial 91% of
respondents are open to trying chicken wings alongside alcoholic beverages, indicating
a strong interest in menu offerings. Conversely, a smaller 9% show disinterest. This
data underscores a notable market segment that holds promise for alcoholic beverage
lineup.

Table 9 – Respondents preferred time to eat in Chicken wings restaurant

Category FREQUENCY PERCENTAGE
Breakfast 0 0%
Lunch 24 52%
Dinner 21 48%
Total 44 100%
 Resp o n d en t s p r eferr ed ti me t o eat in Ch ic k en win g s
r est au ran t

48%
52%

breakfast Lunch Dinner

Figure 8
According to the findings from Figure 8, 52% of respondents expressed a
preference for enjoying chicken wings during lunch, whereas 48% indicated a
preference for dinner. Interestingly, there were no respondents who favored chicken
wings for breakfast. This distribution of responses sheds light on the optimal times for
promoting chicken wings, with lunch and dinner emerging as the primary occasions of
interest.

Table 10 – Respondents answers on what they consider most when eating in unlimited
wings restaurant
Category FREQUENCY PERCENTAGE
Taste 33 75%
Presentation 2 5%
Ambiance 2 5%
Unlimited rice 7 15%
Total 44 100%

Figure 9
Based on the insights gathered from Figure 9, a significant majority of
respondents, totaling 75%, prioritize taste when dining at unlimited chicken wings
restaurants. Only a small fraction, comprising 5% each, emphasized presentation and
 Resp o n d en t s an swer s o n wh at t h ey c o n sid er mo st
wh en eati n g in u n limit ed win g s r est au r an t

15%

5%
5%

75%

Tase Presentation Ambiane Umlimited rice

ambiance, respectively. Surprisingly, 15% of respondents prioritize unlimited rice over
other factors. These findings underscore the paramount importance of taste in the
dining experience, signaling a key aspect for establishments to focus on when catering
to customers' preferences.

Table 11 – Respondents answers how many times they will eat on unlimited wings with
juice or liquor restaurant
Category FREQUENCY PERCENTAGE
Only 1 time 1 2%
2 to 5 times 20 45%
5 times and more 23 52%
Total 44 100%

Resp o n d en t s an swer s h o w man y ti mes t h ey will eat

o n u n limit ed win g s wit h ju ic e o r liq u o r r est au r an t

2%

45%
53%

Only 1 time 2 to 5 times 5 times and more

 Figure 10
Based on the data from Figure 10, it is apparent that 52% of respondents
indicated they would dine at an unlimited wings with juice or liquor restaurant five times
or more. Additionally, 45% responded that they would eat at such establishments
between two to five times. Only a small fraction, comprising 2%, stated that they would
visit such a restaurant just once. These statistics highlight a strong inclination among
respondents to frequent unlimited wings restaurants, especially those offering juice or
liquor options.