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Market Study Overview

Introduction to the Project

• The session focuses on Chapter 2, which is the market study, following Chapter 1 (the logical framework) and preceding Chapter 3 (technical study).

• Students are reminded that no chapter can be uploaded to the platform until prior review by the instructor. Dates for submissions will be communicated through WhatsApp and the platform.

Importance of Attendance

• Attendance during presentations is mandatory; absence will result in failing the course. This policy has been emphasized since day one.

Structure of Market Study

• The PowerPoint presentation available on the platform details each point of Chapters 1, 2, and 3 but lacks examples. The discussion will cover demand, supply, and marketing aspects.

Understanding Demand and Supply

Key Concepts

• Demand: Refers to consumers who require a product or service; they are essential for utilizing the project being discussed.

• Supply: Represents project owners as suppliers who offer products or services to meet consumer demand.

• Marketing: Involves sales volume, pricing strategies, costs, advertising methods, and payment options related to the project.

Consumer Analysis

Current Consumers

• Current consumers for "Cabañas Turísticas Ocean Village" include national tourists characterized by:

• Older adults seeking tranquility away from city noise.

• Young individuals interested in hiking and nature experiences.

Potential Consumers

• Potential consumers may include international tourists from Europe and South America who share similar interests in nature-based activities like hiking. They represent a broader audience that could utilize the project's offerings at some point in time.

Demand Analysis Factors

Determinants of Demand

• Key factors influencing demand include:

• Customer service quality.

• Pricing strategies.

• Economic conditions affecting disposable income.

• Accessibility of services offered.

• Variety of options available to consumers.

Eliminated Sections

• Certain sections such as historical behavior analysis of demand and geographical distribution have been marked as eliminated from consideration in this context due to irrelevance or redundancy in current discussions about market dynamics for this project.

Project Offerings

Uses of Cabañas Turísticas Ocean Village

• The primary use identified for "Cabañas Turísticas Ocean Village" is accommodation for both national and international tourists looking for lodging options while enjoying their stay amidst nature's beauty. This aspect highlights its role as a hospitality provider within tourism infrastructure rather than merely a recreational space or attraction alone.

Competitor Identification and Market Analysis

Competitor Identification

• The speaker emphasizes the importance of identifying three competitors that offer similar services to the project, such as Cabañas Turísticas Ocean Mila.

• Examples of competitors include Hostal Pura Vida Mae in San José, Costa Rica; Hotel La Buena Vibra in Cartagena de Indias, Colombia; and Cabañas Buen Aire in Pedací, Panama.

• It is clarified that all identified competitors can be from Panama or other countries as long as they provide similar offerings.

Factors Influencing Supply

• The discussion transitions to analyzing supply factors, specifically eliminating sections on historical behavior and geographic distribution of supply.

• Key determinants affecting supply include costs of raw materials, accessibility to resources, basic service costs, minimum wage levels, and overall economic conditions.

• Changes in utility prices or labor costs directly impact pricing strategies for the cabins offered by the project.

Commercialization Strategies

Sales Volume Estimation

• Participants are instructed to estimate monthly sales volume based on occupancy rates multiplied by 12 for annual projections.

• For example, if 20 out of 22 cabins are occupied monthly at a price point (e.g., $50 per night), this translates into annual revenue calculations.

Pricing Structure

• A clear distinction is made between customer pricing (e.g., $50 for double cabins and $40 for single cabins) versus operational costs (e.g., $35 for double cabins).

• Emphasis is placed on ensuring that selling prices exceed operational costs to maintain profitability.

Payment Methods and Customer Guarantees

Payment Options

• Various payment methods are discussed including cash payments, online banking options like Yapi or Neki, credit cards (Visa/Mastercard), emphasizing flexibility to accommodate customer preferences.

Cancellation Policies

• A cancellation policy is outlined where customers receive full refunds if cancellations occur 72 hours prior; partial refunds apply at shorter notice periods.

State Intervention Considerations

• The speaker notes that this project operates under private investment rather than social investment frameworks.

Intervention and Sales Strategy in Project Development

Elimination of Certain Points

• The state intervention is not present, leading to the elimination of sections 6, 6.1, and 6.2 from the project outline.

Sales Plan and Strategy

• A sales plan must be established to effectively market the project, including agreements with tourism operators in Panama. This involves distributing flyers at key locations such as transport terminals and airports.

• The strategy includes creating a website and advertising on popular radio stations in Panama to enhance visibility for potential customers.

Customer Incentives

• To attract clients, a promotional offer is introduced: visitors who stay at tourist cabins for four weekends will receive a complimentary day or weekend for two people in December. This approach aims to increase customer engagement and loyalty.

• For different business types (e.g., clinics or restaurants), similar strategies can be applied—like offering discounts or free services based on customer spending thresholds or special promotions on select menu items at month-end.

Marketing Strategies

• Establishing marketing strategies is crucial; this may include billboards, websites, partnerships with other businesses, and various promotional tactics tailored to reach target audiences effectively.

Project Submission Guidelines

• It’s emphasized that all students must submit their projects as one cohesive document rather than uploading separate parts online; failure to comply may result in receiving a zero grade due to potential errors in submission format. Students are advised not to upload until they receive approval from the instructor. Additionally, all classes will be recorded except for the final presentation meeting which will be scheduled separately for participation purposes.