II. Marketing Study
The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. However, to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market.

a. General Market Description The name of the products that KFC’s offers to the market are (1)kikiam, (2)fishball, (3)chicken ball, (4)scramble. These products are always in season so the proponents are very sure that there’s a profit anytime. Products are in good quality and it will be served hot and at a low cost unlike others. Its proponents will choose the best supplier in town to ensure that the products are not hazardous to the student’s health. Each kikiam will be sold at Php 1.50. Although the price is .50cents higher than the outside vendors, the kikiam that KFC’s offers are much more delicious than the regular one. The chicken balls are sold at Php 2.00 per piece and fish ball is Php 0.75 per piece. The pricing of scramble depends upon the ounces. The business offers 8ounces, 12 ounces and 16 ounces and the price is equal to its ounces. So 8 ounces is Php 8.00, 12 ounces is Php 12.00 and 16 ounces is Php 16.00. Scrambles have different toppings and customers can choose what toppings they want. As part of the promotion, the business will offer combo meals and special discounts to its loyal customers as well as when there is special occasion such as valentine days and other special school events. b. Demand YEAR | POPULATION* | DEMAND** | 2011 | 777, 600 | 699,840 | 2012 | 855, 360 | 734,832 |