Market Appraisal Table Of Contents

Table of Contents I. Introduction………………………………………………………………………… …. A. Executive Summary…………………………………………………..… …... II. Environmental Analysis…………………………………………………………… … A. Macroenvironment Analysis 1. Political Environment……………………………………………… … 2. Economic Environment………………………………………… …... 3. Socio-Cultural Environment……………………………………… … 4. Technological Environment…………………………………… …... B. Microenvironment Analysis 1. Garments Industry………………………………………………… …. 2. Other Issues………………………………………………………… …. 3. Relevant Industry Indicators…………………………………… ….. 4. Political Developments in the Garments and Textile Industry.. 5. Clothing and Footwear Retailing in the Philippines………… … 6. Retail Distribution………………………………………………… …... C. Porter’s Five Forces 1. Buyers………………………………………………………………… … 2. Suppliers…………………………………………………………… …... 3. New Entrants……………………………………………………… ….. 4. Substitute Products……………………………………………… …... 5. Industry Competitors……………………………………………… … 6. Competitor Analysis……………………………………………… …. 7. Current Price Profile of Key Competitors……………………… …

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III. Target Market……………………………………………………………………… … A. Market Demand and Demand Forecast…………………………… ….. B. Supply Analysis…………………………………………………………… ….. C. Demand-Supply Analysis……………………………………………… …... D. Market Share……………………………………………………………… …. IV. Market Segmentation, Targeting and Positioning A. Market Segmentation…………………………………………………… …. 1. Geographic Segmentation…………………………………… …... 2. Demographic Segmentation…………………………………… … 3. Psychographic Segmentation………………………………… ….. 4. Behavioral Segmentation……………………………………… …... B. Market Targeting………………………………………………………… …... C. Market Positioning………………………………………………………… … V. Marketing Mix A. Product………………………………………………………………………… 1. Features…………………………………………………………… …... B. Price………………………………………………………………………… ….. C. Place…………………………………………………………………………… D. Promotions 1. Short-term Promotional Activities and Goals……………… …… 2. Long-term Promotional Activities and Goals………………… …

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Figures Figure 1 | Philippine Top Exports (2001-2003)……...............................… 17 ……….. Figure 2 | Competitor Map……...............................…………………………… 27 ….. Figure 3 | Topper Haute Couture……...............................…………………… 29

…... Figure 4 | Factors that Buyers Look in Purchasing Pants… 43 …............................. Figure 5 | Particular Designs Liken by Potential Buyers… 43 …............................... Figure 6 | Frequency of Pants Usage……...............................……………… 44 …… Tables Table 1| Consumer Expenditure on Clothing and Footwear (19992003)…… Table 2| Retail Sales by Type of Outlet and Growth Rate…………………… … Table 3| Retail Distribution of Clothing and Footwear Retailers …………… …. Table 4| Leading Clothing and Footwear Retailers Market Shares………… … Table 5| Competitor Strengths and Weaknesses Analysis…………………… … Table 6| Population and Growth Rate of Targeted Schools………………… … Table 7| Population of Targeted Localities……………………………………… … Table 8| Projected Population for the next ten years………………………… … Table 9| Market Demand and Demand Forecast……………………………….. Table 10| Adjustments of Production Capacity for the Base Year………… … Table 11| Market Supply for the 10-year Projection…………………………… … Table 12| Demand-Supply Analysis……………………………………………… ….

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