I. BACKGROUND A. MARKET SITUATION
Freshly packed mushroom products, Happy Mushroom comes with two varieties -- the fresh mushroom and dried mushroom, specifically oyster, shitake, straw and button mushroom, carefully packed every morning. The revolutionary Mushroom contains about 80 to 90 % water and is very low in calories. It is also an excellent source of potassium and somehow reduces breast cancer and prostate cancer. And its re-sealable and biodegradable packaging makes it very useful and earth-friendly,
Specifically, Happy Mushroom offers the following benefits: * Health supplement for cardiovascular support * Immune modulation and lowering of cholesterol * Stimulate the immune system and help fighting infection * Demonstrate anti-tumor activity.
B. COMPETITIVE SITUATION
Organic Cultured Mushroom Farm in Amadeo, Cavite is the market leader in the Mushroom industry captivating the percentage of 28%, merely because they have been established long before the other farms exist.
The next is the Ministry of Mushroom having the 25% market share, being the second largest farm located at Mendez, Cavite. They are serving 20 municipalities with their products.
The third player that exists in Tagaytay is the Mushroom Farm Plantation located at Brgy. Kaybagal along Aguinaldo Highway, Cavite. They gained the 20% market share of Mushroom industry in Tagaytay area.
And as a new entrant, Happy Mushroom will get the 19% of the Market share while the other 8% will go to the other small players.
Table 1. Competitive Products and Pricing Farm | Price/ Kilo (Fresh) | Price/ Kilo (Dried) | Organic Cultured Mushroom Farm | P300-P600 | P1200-P1700 | Ministry of Mushroom | P280-P500 | P1000-P1600 | Mushroom Farm Plantation | P250-P500 | P1000-P1500 | Happy Mushroom | P250-P500 | P1000-P1500 |
C. PROBLEMS AND OPPORTUNITIES Happy Mushroom products have several strengths to build, but our major weakness is lack of brand