Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 35
Chapter III
Marketing Aspect
A. Industry Profile
Talent workshop industry is essential for economic activities. Many kinds of
workshops are offered to enhance every individual's skills. Pioneers’ Nest, aims to
build up the skills, and talents of kids at a young age. This industry has an important
role in the market since they're improving the talents which can help to provide
career opportunities. Once the talent is built up, the person can use it for many
purposes. This can be an instrument to motivate others to look for their talent, from
which the market can benefit.
Since 1992, Star Magic has been dedicated to discovering and developing
Filipino talents into reputable artists. These artists became the biggest stars of their
generations and beyond. From then on, Star Magic remained as the country’s
premiere talent agency that seeks to give more aspiring talents the chance to reach
for their dreams.
Philippine Educational Theater Association (PETA) is another talent workshop
in the Philippines. The workshop was established way back in 1967. Currently,
they cater 3 courses - theater arts, basic acting, and creative musical theater. Their
classes start between July to September consisting of 12 sessions. PETA has
become a pillar of talent workshops, from which the skills of every person are
enhanced.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 36
Below is a list of talent workshops that you can try, whether its virtual training
or an actual session. This is proof that the talent workshop industry has a part in
the economic activities in the Philippines. During the pandemic, they were affected
by restrictions. Hence, they innovated their strategies to ensure that their services
can still be offered to the target market.
• Philippine Center for Creative Imaging, Inc.
• Pelikulove
• Soul Flower, Co.
• Philippine Educational Theater Association
• Smart E-Hub
The most successful people are life-long learners. Einstein got it right when
he said, "Once you stop learning, you start dying." Either way, Talent Development
is about helping people improve their careers and lives through learning.
Talent Development can be many things but at the core, it involves acquiring
and applying new skills and knowledge through a structured curriculum,
exploratory learning, hands-on training, experiential education, or mentoring.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 37
B. Demand and Supply Analysis
Demand Analysis
Year 2023 2024 2025 2026 2027
Projected Population 31,841 33,247 34,714 36,247 37,847
Marketing Acceptability 83.5% 83.5% 83.5% 83.5% 83.5%
Projected Demand 26,587 27,761 28,986 30,266 31,602
Table 3.1
Supply Analysis
Year 2023 2024 2025 2026 2027
Projected Demand 26,587 27,761 28,986 30,266 31,602
Increase in Population 4.32% 4.32% 4.32% 4.32% 4.32%
Projected Supply 1,149 1,199 1,252 1,307 1,365
Table 3.2
C. Demand and Supply Gap
Demand and Supply Gap
Year 2023 2024 2025 2026 2027
Projected Demand 26,587 27,761 28,986 30,266 31,602
Projected Supply 1,149 1,199 1,252 1,307 1,365
Gap 25,439 26,562 27,734 28,958 30,237
Table 3.3
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 38
D. Target market
The proposed business will be established at Bagong Calzada, Ususan
Taguig City, wherein nearby the popular malls and subdivision like Vista Mall,
Camella Homes, Acacia Homes, Vista de Lago, and school establishments, where
parents, particularly their children, will be able to benefit from the Art and talent
workshop service.
The Pioneers’ Nest target market will be parents aged 18 to 31 and above.
This age bracket are employed parents who can afford the company's services.
Customers will benefit from the talent workshop service because it will be
convenient for them to visit the talent workshop building.
Frequency distribution according to Sex
Figure 3.1
This graph shows the frequency distribution of respondents according to sex.
Based on one hundred respondents, 35.8% are male and 64.2% are female.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 39
Frequency distribution according to Age
Figure 3.2
The graph shows the frequency distribution of respondents by age. According to
one hundred respondents, 62.4% are 31 years old and above, 22.9% are 26 to
30 years old, 9.2% are 21 to 25 years old, and 5.5% are 20 years old below.
Frequency distribution according to Occupation
Figure 3.3
The graph shows the frequency distribution of respondents according to
occupation. Based on one hundred respondents, 71.6% are employed and 27.5%
are unemployed while self-employed are 0.9%.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 40
Frequency distribution according to Monthly Income
Figure 3.4
The graph shows the frequency distribution of respondents in accordance with
Monthly Income. According to one hundred respondents, 42.2% earned P10,001
to P20,000 and 28.4% earned P20,001 to P30,000 while 15.6% earned P10,000
below. Lastly 13.8% earned P30,001 above.
A frequency distribution based on whether the customers have children
aged 7 to 12.
Figure 3.5
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 41
The graph shows that 82.6% responded yes while 17.4% said no.
Frequency distribution according to how familiar customers' are with the
Performing arts and talents workshop.
Figure 3.6
The graph depicts 86.2% of respondents said Yes and 13.8% said No.
Frequency distribution based on whether or not customers' children tried to
participate in a performing arts and talent workshop service.
Figure 3.7
The graph depicts 57.8% said No while 42.2% responded Yes.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 42
Frequency distribution based on customers' perspectives of attending a
talent workshop will be helpful for social skills.
Figure 3.8
The graph shows that 97.2% of respondents said yes while 2.8% said no.
Frequency distribution is based on whether or not customers are willing to
try this service for their children to improve their skills or talents.
Figure 3.9
The graph shows that 83.5% of respondents said yes while 16.5% said no.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 43
Frequency distribution of which skills or talents the clients' children have
Figure 3.10
Based on the responses, the graph shows that singing got the highest
percentage of 32% and dancing received the second highest percentage which is
27% while acting and musical instruments got the lowest percentage which is 15%.
Frequency distribution of how much the clients are willing to pay for 12
sessions good for 2 hours per class for singing, dancing, and acting talent
workshop service.
Figure 3.11
The graph depicts 93.6% of respondents answered Php7,999 while 4.6%
answered Php8,999.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 44
Frequency distribution of how much the clients are willing to pay for 12
sessions good for 2 hours per hour of painting workshop service
Figure 3.12
The graph shows that 94.5% of respondents answered php8,999, while 3.7%
answered for php9,999.
Frequency distribution of how much the clients are willing to pay for 12
session good for 2 hours per hour of musical instrument workshop service
Figure 3.13
The graph shows that 93.6% of respondents answered php9,999 while 3.7%
answered php10,999.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 45
Frequency distribution of clients’ point of view that whether Bagong Calzada
Ususan, Taguig is the best place for the business or not
Figure 3.14
The graph indicates that 95.4% of respondents answered yes while 4.6%
answered no.
The frequency distribution of the number of days clients preferred their
children attend a talent workshop.
Figure 3.15
The graph shows that 45.9% of the respondents answered twice a week, while
39.4% answered once a week and 14.7% answered thrice a week.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 46
A Frequency distribution of what promotions clients' need in service.
Figure 3.16
The graph depicts that 82.6% answered discounts, while 10.1% answered
vouchers and 7.3% answered freebies.
Frequency distribution of what promotional strategies are effective for you
to avail a talent workshop service
Figure 3.17
The graph depicts that 96.3% answered social media as a promotional
strategy, while 3.7% answered print ads.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 47
E. SWOT Analysis
Strength Weaknesses
• A place where working parents • Start of every business will
can leave their children. be the hardest.
• Effective teaching methods. • More experienced staff of
• Well-trained staff and admins. competitors.
• Properly devised health, and • Children are easily
security protocols. distracted.
• Easy to locate and within walking
distance.
Opportunities Threats
• Limited competition • Inflation.
• Need of workshops in different • Natural Calamities
places • Unpredictable rise of
• Talented kids COVID-19 cases.
• Loyal customers of
competitors.
Table 3.4
F. Competitive advantage
Pioneer’s Nest D’Builder of Stars STAR Builder
Talent
Management
Service > Available services are > Offers lessons > They offer basic
for kids between 7-12 related to voice & modeling class,
years old. stage performance, dance class,
musical acting class, voice
> Sessions that will be instruments, lesson, and
offered are singing, hosting, acting, and pageantry.
dancing, musical dancing.
instruments, painting, and
acting.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 48
> Students will have a
recital after the 12
sessions.
People > Personnels will > Gives assistance > They assign
provide fast pace to customers' their employees
assistance in answering queries. based on their job
customers' concerns on and provide good
Social Media accounts. service.
> The assigned employee
will help the parents to
understand the schedule
of their kids' sessions.
Place > Along the road which is > Establishment is >Their
near Vista Mall Taguig. along the road. establishment has
a good ambiance.
> Customers can easily
find the location. > Their place is
not easy to locate.
> Near residence area,
and schools.
Price > 50% installment upon > 50% installment > Registration Fee
registration. upon registration. is Php3,000 per
course.
> 25% of the balance shall > Remaining
be paid during the 6th balance will be paid
session during the 4th
session.
> 25% of the balance shall
be paid at 10th session.
Promotion > Boosting posts in social > Posts on social > Posts on social
media accounts. media accounts. media.
> Print Ads, through email, > Tarpaulins.
flyers, and word of mouth.
> Plans to visit schools.
Table 3.5
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 49
G. Market Share Projections
Figure 3.18
The market share projections show that STAR Builders Talent Management
got 50%. While D' Builders of Star got 40%, lastly Pioneers’ Nest got 10% of the
market share projection which is new to the business.
H. Price Study
Table 3.6 Price for Singing class sessions
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 50
Table 3.7 Price for Dancing class sessions
Table 3.8 Price for Acting class sessions
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 51
Table 3.9 Price for Painting class sessions
Table 3.10 Price for Drums class sessions
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 52
Table 3.11 Price for Guitar class sessions
Table 3.12 Price for Piano class sessions
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 53
Table 3.13 Price for Bass class sessions
[Link] Programs
Marketing programs are promotions necessary to achieve business
marketing objectives. Here are some strategies that can assist Pioneers’ Nest in
launching services to the market and attracting customers' attention in order to
increase business sales.
Month Activity Duration Budget Person
Responsible
May Promotion of the Promotion of 500 Manager
business through the
Facebook and company for 1
Instagram month
August Showcase of talents 1 Day 10,000 Manager
for students under
Musical Instruments
Class.
Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 54
( Price of ticket 200
pesos )
September Showcase of talents 1 Day 10,000 Manager
for students under
Dancing Class
( Price of ticket 200
pesos )
October Showcase of talents 1 Day 10,000 Manager
for students under
Painting and Acting
Class
( Price of ticket 200
pesos )
November “Cheers for Fears” 1 Day 5,000 Manager
Halloween party for
every enrolled
student.
( Price of ticket and
food 350 pesos )
December “Merry Little Party” 1 Day 5,000 Manager
Christmas party for
students. Showcase
their talents through
a program.
( Price of ticket and
food 350 pesos )
February “Art Month” 1 Day 10,000 Manager
Visiting museums in
celebration of the art
month of the
Philippines.
( Activity fee 750
pesos )
May “Anniversary Promo” 3-5 Days 15,000 Manager
50% discount for the
first 10 children that
will enroll.