By: Jellie S. Natanauan

Product

Trivia

• Tilapia is cultured in more than 70 countries
• Tilapia is the second most important cultured fish in the world
• First important fish in the Philippines is the Bangus, second in line is the Tilapia.
• In the Philippines, tilapia is now the major source of animal protein for the growing population of the country

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Environmental Analysis

• SWOT Analysis
• Analysis of Opportunities and Threats
• Key Success Factors

SWOT Analysis

• Strength

Tilapia production is in favor to the government and in demand to people

Water for the pond is very accessible in the location

• Weakness

We live in a tropical country, wherein we experience a lot of typhoons within a year. These typhoons can actually destroy the ponds, through its strong wind and heavy rain

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• Opportunity

There are a number of people who are into tilapia production. Which means that tilapia fingerlings are in demand

Tilapia is also being in demand not only in the Philippines, but also in other countries. And that is a good opportunity in the future

• Threat

Typhoons that can occur within the year

Other tilapia suppliers

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Analysis of Opportunities and Threats

• Opportunities

Constant supply of sunlight

Constant and accessible water supply for the pond

• Threats

Other aquatic animals (threat in the future)

Animals such as birds, dogs, and cats, for they can eat the fingerlings. Or they can also carry a disease that might affect the fish

Natural Disasters

Thieves, people near the location who could possibly steal some fingerlings. For thieves can’t be prevented in any business or place

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Key Success Factors

• Good ponds location

This factor contributes to the growth of tilapia fingerlings, for good pond location means it would lessen its destruction when a typhoon occurs, availability to water, and customers

• Fish or Tilapia expert workers

Workers are experts on growing fry, fingerlings, and the full-grown tilapia, in general fish. It’s in their nature to take care of fish. They mastered how to properly take care of them, since that’s all they’ve done their entire life. They are the people who grew up in taking care of fingerlings or fishes and were able to survive their everyday life through this

• Both factors means that it’s cost efficient

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Competition

• Overview of each competitor
• Market Share

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Overview of Competitor

• Nestor Natanauan and Mario Balazon
• Guillermo Cacao aka ERAM
• Chris Lamano
• Feedmix Specialist

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Market Share

Market Opportunity and Positioning

• Competitors, suppliers, and buyers has already been recognized
• Connection in the municipal hall

the business will be more supported and prioritized

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Consumer Profile

• Segmentation of Consumers in the Industry

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Consumer Profile

Proposed Target Market

• Size of Target Market
• Rationale
• Purchase Habits and Considerations
• Usage Habits

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Size of Target Market�

• August 2015, there are about 6000 fish cages in Taal Lake, Talisay Batangas, which means that there is actually 6000 fish cages to be fill in the whole year

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Rationale

• Fingerlings merchandiser

Buys and sell the product

• Tilapia suppliers

Buys the product and grow it to a fully-grown tilapia

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Purchase Habits and Considerations�

• Available fingerlings

Usage Habits

• Buys and Sell the product
• Grow it to a fully-grown tilapia

Marketing Objectives

• Brand Awareness
• Market Share and Sales

Brand Awareness

• Visit fingerlings suppliers and people who have fish cages in Taal Lake, Talisay Batangas, talk to them about the product, and make a deal with them

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Market Share and Sales

Marketing Mix

• Product
• Pricing

Pricing Strategy

Detailed Product Costing

• Distribution
• Promotion

Pricing

• 2.5 cents

• Detailed product costing

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Distribution

• A truck will be rented

Promotion

• Direct visit and meeting with tilapia suppliers or producers and fingerlings merchandisers. Talk to them about the product and make a deal with them

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Opportunities for Expansion

• Increase the number of Tilapia Fingerlings production
• Establish fishponds for own use, which can also be available for rent
• Supply fingerlings to other consumers, living or doing business outside Talisay, Batangas
• Production of other kind of fish fingerlings. Bangus, to be specific

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