Marketing Aspect
Chapter 3 MARKET ASPECT
This chapter presents and examines the demand for the project’s proposed outputs, the possible levels that they ought to be produced, if warranted, the prices at which they may be sold or dispensed to the beneficiaries, and, in general, the distinct characteristics of the project’s identified markets that could represent needs which the project could address. 3.1 General Market Description The market identified for the project’s three components is broken down into two general groups: (a) the local residents of Sarangani; and (b) the tuna fishing industry that thrives in the rich fishing grounds of the Celebes Sea just off the country’s border with the Republic of Indonesia. To the residents of Sarangani the project represents the realization of a long-felt need for a port facility that presents less risk to navigation and a hub that would stir the island-municipality’s sleepy economy to action. To Southern Mindanao’s thriving tuna industry, the project represents an opportunity to stretch each fishing venture’s margin of profitability by providing a forward base for provisioning, or emergency re-provisioning, and shelter. The market presents both distinct and complementary niches for the project’s three components. These niches are more particularly described below. 3.1.1 The Multi-Purpose Port Component The project’s multi-purpose port component aims to serve the broadest spectrum of the identified market. It will be the basic seaport that will service Sarangani’s commuting public, the inter-island commuter service being the main means of transportation to and from the island municipality. The same importance will be played by the port on the municipality’s agriculture, which is dominated by copra production. At present, the inter-island commuter service doubles as the means out to the market for this industry. The port will also serve the tuna fishing industry as a provisioning depot and as a rest and recreation haven where fishing
This chapter presents and examines the demand for the project’s proposed outputs, the possible levels that they ought to be produced, if warranted, the prices at which they may be sold or dispensed to the beneficiaries, and, in general, the distinct characteristics of the project’s identified markets that could represent needs which the project could address. 3.1 General Market Description The market identified for the project’s three components is broken down into two general groups: (a) the local residents of Sarangani; and (b) the tuna fishing industry that thrives in the rich fishing grounds of the Celebes Sea just off the country’s border with the Republic of Indonesia. To the residents of Sarangani the project represents the realization of a long-felt need for a port facility that presents less risk to navigation and a hub that would stir the island-municipality’s sleepy economy to action. To Southern Mindanao’s thriving tuna industry, the project represents an opportunity to stretch each fishing venture’s margin of profitability by providing a forward base for provisioning, or emergency re-provisioning, and shelter. The market presents both distinct and complementary niches for the project’s three components. These niches are more particularly described below. 3.1.1 The Multi-Purpose Port Component The project’s multi-purpose port component aims to serve the broadest spectrum of the identified market. It will be the basic seaport that will service Sarangani’s commuting public, the inter-island commuter service being the main means of transportation to and from the island municipality. The same importance will be played by the port on the municipality’s agriculture, which is dominated by copra production. At present, the inter-island commuter service doubles as the means out to the market for this industry. The port will also serve the tuna fishing industry as a provisioning depot and as a rest and recreation haven where fishing