VII.

Market Share

A company’s market share indicates whether it is doing well or not in its chosen

industry in relation to its competitors. It is now widely known that one determinant of

profitability is market share. It is used by investors to judge the effectiveness of any effort

exerted to produce revenue. With accurate computation of market share, a company can

objectively measure prices, anticipate consumer preferences, determine the needed

advertisements & promotions and decide on other key business initiatives. A business with

market share reports has better view, unlike businesses that focus on internal management

only, on the impact of their company strategies on their revenues and it allows you to

evaluate trends, both short and long term.

The analysts constituted their suggested minimum production volume for each of

the product during the first year of operation based on the capability of the business

against projected demand. The analysts assumed that there will be a 5% annual increase on

their volume.

Market share is computed as:

𝐴𝑛𝑛𝑢𝑎𝑙 𝑆𝑎𝑙𝑒𝑠 𝑉𝑜𝑙𝑢𝑚𝑒

𝑀𝑎𝑟𝑘𝑒𝑡 𝑆ℎ𝑎𝑟𝑒 =
𝑃𝑟𝑜𝑗𝑒𝑐𝑡𝑒𝑑 𝐷𝑒𝑚𝑎𝑛𝑑
Table 00: Market Share of Cup D’ Up for Each Product

Market Share of Cup D’ Up for Riped Mango

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 305,884.64 52416.00 17.14%
2020 396,058.72 55036.80 13.90%
2021 510,986.48 57788.64 11.31%
2022 541,240.96 60678.07 11.21%
2023 521,595.19 63711.98 12.21%
Average Market Share 13.01%
 Market Share of Cup D’ Up for Green Mango
YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 108,708.96 52416 48%
2020 140,756.11 55036.8 39%
2021 181,600.52 57788.64 32%
2022 192,352.72 60678.07 32%
2023 185,370.77 63711.98 34%
Average Market Share 37.01%

Market Share of Cup D’ Up for Banana

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 175,101.78 52416 30%
2020 226,721.38 55036.8 24%
2021 292,511.06 57788.64 20%
2022 309,830.06 60678.07 20%
2023 298,583.96 63711.98 21%
Average Market Share 22.98%

Market Share of Cup D’ Up for Apple

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 242,799.20 52416 22%
2020 314,375.85 55036.8 18%
2021 405,600.98 57788.64 14%
2022 429,615.80 60678.07 14%
2023 414,021.76 63711.98 15%
Average Market Share 16.57%

Market Share of Cup D’ Up for Orange

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 63,391.85 52416 83%
2020 82,079.63 55036.8 67%
2021 105,897.37 57788.64 55%
2022 112,167.35 60678.07 54%
2023 108,095.94 63711.98 59%
Average Market Share 63.47%

Market Share of Cup D’ Up for Dumplings

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 155,610.32 17472 11%
2020 201,483.88 18345.6 9%
2021 259,950.18 19262.88 7%
2022 275,341.31 20226.02 7%
2023 265,347.07 21237.33 8%
Average Market Share 8.62%

Market Share of Cup D’ Up for Cheese Sticks

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 295,167.50 17472 6%
2020 382,182.19 18345.6 5%
2021 493,083.27 19262.88 4%
2022 522,277.75 20226.02 4%
2023 503,320.30 21237.33 4%
Average Market Share 4.54%

Market Share of Cup D’ Up for Fries

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 532,286.92 17472 3%
2020 689,203.87 18345.6 3%
2021 889,196.07 19262.88 2%
2022 941,843.59 20226.02 2%
2023 907,656.89 21237.33 2%

Average Market Share 2.52%

 Market Share of Cup D’ Up for Hotdog
YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 99,904.91 17472 17%
2020 129,356.64 18345.6 14%
2021 166,893.17 19262.88 12%
2022 176,774.58 20226.02 11%
2023 170,358.08 21237.33 12%
Average Market Share 13.42%

Market Share of Cup D’ Up for Sourbelts, Gummies and Jellies

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 156,648.06 131040 84%
2020 202,827.54 137592 68%
2021 261,683.75 144471.6 55%
2022 277,177.52 151695.18 55%
2023 267,116.63 159279.94 60%
Average Market Share 64.21%

Market Share of Cup D’ Up for Choco Fudge and Crinkles

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 371,617.29 131040 35%
2020 481,169.20 137592 29%
2021 620,794.20 144471.6 23%
2022 657,550.18 151695.18 23%
2023 633,682.66 159279.94 25%
Average Market Share 27.07%

Market Share of Cup D’ Up for Cookies

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 452,772.80 131040 29%
2020 586,249.17 137592 23%
2021 756,366.12 144471.6 19%
2022 801,149.04 151695.18 19%
2023 772,069.22 159279.94 21%
Average Market Share 22.22%

Market Share of Cup D’ Up for Mini Biscuits

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 49,059.51 131040 100%
2020 63,522.14 137592 100%
2021 81,954.91 144471.6 100%
2022 86,807.30 151695.18 100%
2023 83,656.40 159279.94 100%

Average Market Share 100%

Market Share of Cup D’ Up for Juice

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 341,081.40 26208 8%
2020 441,631.41 27518.4 6%
2021 569,783.38 28894.32 5%
2022 603,519.12 30339.04 5%
2023 581,612.80 31855.99 5%

Average Market Share 5.90%

Market Share of Cup D’ Up for Soft Drinks

YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 154,332.33 52416 34%
2020 199,829.15 55036.8 28%
2021 257,815.28 57788.64 22%
2022 273,080.01 60678.07 22%
2023 263,167.85 63711.98 24%

Average Market Share 26.07%

Market Share of Cup D’ Up for Gulaman

 YEAR PROJECTED DEMAND ANNUAL SALES VOLUME MARKET SHARE
2019 48,359.17 17472 36%
2020 62,615.35 18345.6 29%
2021 80,784.98 19262.88 24%
2022 85,568.10 20226.02 24%
2023 82,462.18 21237.33 26%

Average Market Share 27.73%

VIII. Projected Sales

Projected Sales of the year is computed by:

𝑃𝑟𝑜𝑗𝑒𝑐𝑡𝑒𝑑 𝑆𝑎𝑙𝑒𝑠 = 𝑆𝑎𝑙𝑒𝑠 𝑉𝑜𝑙𝑢𝑚𝑒 𝑥 𝑃𝑟𝑖𝑐𝑒

Total projected demand, market share of its products and the capacity of the

business are considered in determining the proposed sales volume.

Table //: Annual Projected Sales

Projected Sales for Riped Mango

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 52416.00 20 1048320 11232 1037088
2020 55036.80 20 1100736 11793.6 1088942.4
2021 57788.64 20 1155772.8 12383.28 1143389.5
2022 60678.07 20 1213561.4 13002.444 1200559
2023 63711.98 20 1274239.6 13652.567 1260587

Projected Sales for Green Mango

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 52416 20 1048320 11232 1037088
2020 55036.8 20 1100736 11793.6 1088942.4
2021 57788.64 20 1155772.8 12383.28 1143389.5
2022 60678.07 20 1213561.4 13002.444 1200559
2023 63711.98 20 1274239.6 13652.567 1260587

Projected Sales for Banana

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 52416 20 1048320 11232 1037088
2020 55036.8 20 1100736 11793.6 1088942.4
2021 57788.64 20 1155772.8 12383.28 1143389.5
2022 60678.07 20 1213561.4 13002.444 1200559
2023 63711.98 20 1274239.6 13652.567 1260587

Projected Sales for Apple

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 52416 20 1048320 11232 1037088
2020 55036.8 20 1100736 11793.6 1088942.4
2021 57788.64 20 1155772.8 12383.28 1143389.5
2022 60678.07 20 1213561.4 13002.444 1200559
2023 63711.98 20 1274239.6 13652.567 1260587

Projected Sales for Orange

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 52416 20 1048320 11232 1037088
2020 55036.8 20 1100736 11793.6 1088942.4
2021 57788.64 20 1155772.8 12383.28 1143389.5
2022 60678.07 20 1213561.4 13002.444 1200559
2023 63711.98 20 1274239.6 13652.567 1260587

Projected Sales for Dumplings

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 17472 15 262080 2808 259272
2020 18345.6 15 275184 2948.4 272235.6
2021 19262.88 15 288943.2 3095.82 285847.38
2022 20226.02 15 303390.3 3250.6104 300139.69
2023 21237.33 15 318559.95 3413.1423 315146.81

Projected Sales for Cheese Sticks

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 17472 15 262080 2808 259272
2020 18345.6 15 275184 2948.4 272235.6
2021 19262.88 15 288943.2 3095.82 285847.38
2022 20226.02 15 303390.3 3250.6104 300139.69
2023 21237.33 15 318559.95 3413.1423 315146.81

Projected Sales for Fries

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 17472 15 262080 2808 259272
2020 18345.6 15 275184 2948.4 272235.6
2021 19262.88 15 288943.2 3095.82 285847.38
2022 20226.02 15 303390.3 3250.6104 300139.69
2023 21237.33 15 318559.95 3413.1423 315146.81

Projected Sales for Hotdog

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 17472 15 262080 2808 259272
2020 18345.6 15 275184 2948.4 272235.6
2021 19262.88 15 288943.2 3095.82 285847.38
2022 20226.02 15 303390.3 3250.6104 300139.69
2023 21237.33 15 318559.95 3413.1423 315146.81

Projected Sales for Sourbelts, Gummies and Jellies

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 131040 15 1965600 21060 1944540
2020 137592 15 2063880 22113 2041767
2021 144471.6 15 2167074 23218.65 2143855.4
2022 151695.18 15 2275427.7 24379.583 2251048.1
2023 159279.94 15 2389199.1 25598.562 2363600.5

Projected Sales for Choco Fudge and Crinkles

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 131040 15 1965600 21060 1944540
2020 137592 15 2063880 22113 2041767
2021 144471.6 15 2167074 23218.65 2143855.4
2022 151695.18 15 2275427.7 24379.583 2251048.1
2023 159279.94 15 2389199.1 25598.562 2363600.5

Projected Sales for Cookies

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 131040 15 1965600 21060 1944540
2020 137592 15 2063880 22113 2041767
2021 144471.6 15 2167074 23218.65 2143855.4
2022 151695.18 15 2275427.7 24379.583 2251048.1
2023 159279.94 15 2389199.1 25598.562 2363600.5

Projected Sales for Mini Biscuits

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 131040 15 1965600 21060 1944540
2020 137592 15 2063880 22113 2041767
2021 144471.6 15 2167074 23218.65 2143855.4
2022 151695.18 15 2275427.7 24379.583 2251048.1
2023 159279.94 15 2389199.1 25598.562 2363600.5

Projected Sales for Juice

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 26208 10 262080 2808 259272
2020 27518.4 10 275184 2948.4 272235.6
2021 28894.32 10 288943.2 3095.82 285847.38
2022 30339.04 10 303390.4 3250.6114 300139.79
2023 31855.99 10 318559.9 3413.1418 315146.76

Projected Sales for Soft Drinks

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 52416 10 524160 5616 518544
2020 55036.8 10 550368 5896.8 544471.2
2021 57788.64 10 577886.4 6191.64 571694.76
2022 60678.07 10 606780.7 6501.2218 600279.48
2023 63711.98 10 637119.8 6826.2836 630293.52

Projected Sales for Gulaman

YEA SALES PRIC PROJECTED NET SALES
VAT (12%)
R VOLUME E SALES
2019 17472 10 174720 1872 172848
2020 18345.6 10 183456 1965.6 181490.4
2021 19262.88 10 192628.8 2063.88 190564.92
2022 20226.02 10 202260.2 2167.0736 200093.13
2023 21237.33 10 212373.3 2275.4282 210097.87

XI. Marketing Program and Strategies (4Ps)

Marketing is an important process where you inform, attract and convince people

that your products or services are beneficial to them. Most aspects of a business depend on

successful marketing. Marketing creates a way to showcase your product, how it differs to

other highly similar items. Today, not only large companies do marketing, but small

businesses as well. If done right, it increases awareness & sales and it creates trust between

the consumers and the business. One of the famous marketing plan there is Marketing Mix

which involves the four tactical marketing tools – product, price, place and promotion –

that the business work with to achieve anticipated results from its chosen target market.

A. Product Strategy

Based on the responses from our survey, the 50.2% of the respondents prefer Duo

Stack, 37.4% prefer Triple Stack and the remaining 12.3% prefer Quatro Stack. All menu

items go with drinks as the bottom stack. Results show that respondents mostly prefer

finger food with 194 votes, followed by fruits having 118 votes and sweets being the least

preferred with only 95 votes. The survey results also showed that for the Fruit Stack 156

respondents prefer ripe mangoes, 139 respondents prefer apples, 118 respondents prefer

bananas, 93 respondents prefer green mangoes and 71 respondents prefer oranges. For the

Finger Foods Stack, fries ranked first with 170 votes, followed by cheese sticks with 146

votes, 106 votes for dumplings and 85 votes for hotdogs. Correspondingly, for the Sweets
Stack, cookies are the most preferred with 170 votes, fudge & crinkles ranked the second

having 154 votes, gummies come in third with 100 votes and 56 voted for mini biscuits. We

also considered the responses from the survey with which drink they would like to partner

their snacks with. For the bottom stack, containing the drinks, 101 of our respondents

chose juice, 68 preferred soft drinks, while, 38 respondents chose gulaman.

The analysts firmly believed that giving customers a chance to decide what they

want for their stacks would improve the marketability of the business. So, they came up

with different assortments to choose from which is shown on table //.

Table //: Products Offered

PRODUCTS OFFERED
Fruits
Riped Mango
Green Mango
Banana
Apple
Orange
Snacks
Dumplings
Cheese Sticks
Fries
Hotdogs
Sweets
Sourbelts, Gummies and Jellies
Choco Fudge and Crinkles
Cookies
Mini Buiscits
Drinks
Juice
Soft Drinks
Gulaman

Cup D’ Up offers three kinds of products at the start of their operations. The Duo

Stack has one stack of snack and one stack of drinks. The Triple Stack has two stacks of
snacks and one stack of drinks. The Quatro Stack has three snacks and one stack of drinks.

Customers can also avail products made according to their preference, we call them the

Custom Stacks. Customers can order, for example, the Duo Stack and have the snack stack

contain two kinds of their chosen type of snack. For the drinks, we have three choices, fruit

juice, soft drinks and gulaman. Customers can pair any drink to their stacks.

B. Place Strategy

The exact location of Cup D’ Up is located inside the Polytechnic University of the

Philippines – Taguig Branch, General Santos Ave., Brgy. Upper Bicutan, Taguig City. It is

located inside a school because we want to expand the food choices for PUPTians and

provide easy, on-the-go, delicious and reasonably priced snack for students.

Cup D’ Up is here

Location Map of Cup D’ Up

 C. Pricing Strategy

According to our survey responses; 47% of the respondents are willing to pay for

their Cup D’ Ups with a price range of P 10.00 to P 35.00, 36% are willing to pay for P 36.00

to P 50.00, 5% for P 51.00 to P 80.00 and the remaining respondents chose less than P

10.00. Based from this result, we were able to determine the minimum price to our

customers but we also need to take into consideration the cost that we will incur in our

business operations. So, we used cost plus strategy to set the price of our product. The

computation would be:

𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑃𝑟𝑖𝑐𝑒 = 𝑆𝑒𝑟𝑣𝑖𝑐𝑒 𝐶𝑜𝑠𝑡 + 𝑂𝑝𝑒𝑟𝑎𝑡𝑖𝑛𝑔 𝐶𝑜𝑠𝑡 + 𝑉𝐴𝑇 + 𝑀𝑎𝑟𝑘 𝑈𝑝

Table //: Pricing Strategy

SELLIN
PRODUCTS OFFERED
G PRICE

Fruits Stack 20
Snacks Stack 15
Sweets Stack 15
Drinks 10

D. Promotion Strategy

The analysts want to present the business to their market by advertising in

different platforms like magazines, flyers and on social media. Advertisements chosen by

the analysts are tarpaulin, a page on Facebook and Twitter, flyers and magazine

advertisement that contains their menu and witty statements to entice customers to try out

their products.

Table //: Expenses for the Following Advertisements:

Advertisements Details Expenses

Tarpaulin 3 x 3 ft. 250
Flyers 1000 pcs x P 0.5 for 1 week 500
Total Advertising Expense 750

TARPAULIN

FLYERS

FACEBOOK PAGE