Market Development for Social Enterprise

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After product development, social enterprises in the Philippines will be looking for markets to sell their products.  Market development is the next task on the list.  This task is important because it will decide the fate of the social enterprise.

This blog, for now, will focus on the definitions of the various market segments.  Having an idea of the market will answer the question on where to sell the products.

Below is a list of possible markets for social enterprise products.  It is important that products should fill the needs of the markets. 
  • Sari Sari Stores - these are the typical mom and pop stores
  • Wet market - market stalls inside public market
  • Groceries - small groceries owned by owner
  • Convenience stores - chains of convenience stores either operated by large retailers or individuals
  • Institutions - companies that are usually industrial accounts requiring raw materials
  • Export - countries with markets requiring social enterprise product lines
  • Modern trade - chains of  supermarkets and hypermarkets
  • Horeca - Hotels, restaurants and caterers
  • Department Stores - store inside malls that sell consumer durables and mostly non-food items
  • Trade fairs- weekend markets, 
  • Exhibits- short term exhibits organized by an event organizer or organization
  • End consumers - direct consumers ordering on-line
Familiarity with the markets is a big factor or else it will be a costly trial and error process.  Market definitions and business potential should be established using reliable facts and estimates of the market.  A well designed market study will be helpful to size up potential.  More importantly a salesperson to sell to these markets.


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