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Market Aspect

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MARKET ASPECT

CHAPTER 1
MARKET STUDY

I. MARKET DESCRIPTION
Foss Coffee will focus its marketing activities on reaching the University students and faculty, people working in offices located close to the coffee shop and on sophisticated teenagers. Since coffee consumption is universal across different income categories and proximity to the University Belt campuses will provide access to the targeted customer audience. It will also cater to people who want to get their daily cup of great-tasting coffee. Such customers vary in ages, the location of our proposed business is at Upper ground floor of SM City Manila near Pizza Hut. The lease contract has an option of renewal for three years at a fixed rate that Foss Coffee will execute depending on the financial strength of its business, although the location is close to the University campus means that most of its clientele will be college students and faculty members. Our market study shows that these are discerning customers that gravitate towards better tasting coffee. Furthermore, a lot of college students are pulling off all nighters for their exams and they need caffeine to keep them awake and this will provide a unique possibility for building a loyal client base. II. DEMAND
The demand is based on the population of the university students, faculty members and office workers in the vicinity of Ermita, Manila in the National Capital Region. This is for a five (5) year period beginning 2010 to 2014. YEAR | HISTORICAL POPULATION | 2011 | 20000 | 2012 | 30000 | 2013 | 40000 | 2014 | 50000 | 2015 | 60000 |

There is no available data about the demand of coffee services for the past years. Therefore, the proponents used assume what the demand was for last five years.
The total projected demand for the past next three years is presented below.

YEAR | INCREASE (DECREASE) | PROJECTED DEMAND…...

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