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Sample Market Analysis
Market Analysis Template 3
Sample Market Analysis
Market Analysis
Customers
Family Farmers Choice has developed a database of present customer who buy on a regular
basis and customers who have bought only occasionally as the opportunity presents itself, such
as at farmers markets. Customer demographics show the current customers are in an income
range of $45,000 or more, two income families, professional occupations, concerned about the
environment and located primarily in urban areas. Research also shows these customers are
Internet users and willing to order product from our business via the Internet.
Research conducted by Farmers Choice has verified that there is a market segment large enough
to justify the investment in the processing facility. Further, the premium these consumers are
willing to pay will allow the shipment of products to nearly all geographic locations in the country.
Focus groups, market surveys and product demonstrations at several locations were used to
develop demographic profiles of each promising location so that zip codes could be used to easily
identify future markets when expansion is deemed appropriate. (Note: Results of the surveys can
be provided if additional information is desired.)
A significant number of consumers are concerned about where their meat products are coming
from and how these products are processed. The company will market directly to that group.
Since they are highly informed consumers, however, a major task will be to establish credibility.
In the farmers markets targeted for sales there are an estimated 100,000 potential customers
(based on census estimates). At present, Farmers Choice has reached only a fraction of that
customer base.
Based on data in the U.S. Census Bureau databases, estimated customer potential is as follows:
Big Town Farmers Market 55,000
Lotus 10,000
Keeper 10,000
Sagmore 15,000
Cool Springs 5,000
Market Size and Trends
1997...............................................................18.2 billion pounds of pork produced
1998...............................................................19.0 billion pounds of pork produced
1999...............................................................19.4 billion pounds of pork produced
Source: Steve Meier, National Pork Producers Council. 1999 figures based on USDA estimate.
Average prices received by the producer have decreased in recent years:
1997..............................................................................$52.90 per hundred weight
1998..............................................................................$34.40 per hundred weight
U.S. per capita consumption of pork is declining:
1980..................................................................................57.3 pounds per person
1996..................................................................................49.1 pounds per person
In spite of declining per capita consumption of pork, consumers still spend more money on pork
per year than on poultry and fish. Average annual expenditures for pork in 1998 were $146 per
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