Appendices Appendix A Summary of Survey Survey Questionnaire: https://tinyurl.com/LHBSurvey N = 70
Appendix B
Force Field Analysis, Identifying and Segmenting the Target Market
Current State Future State
Consecutive days of zero sales with the current target market. It is a challenge to generate sales if we do not know our customers.
We can utilize the data we have, understand our customers better, and generate more sales.
Goal: Identify and segment a target market to be able to develop strategies that fit such market.
Driving Forces Restraining Forces
5 4 3 2 1 Current State: 1 2 3 4 5 Desire to generate sales
Identifying and segmenting
the target market
Lack of time and resources for extensive market research
Intent to onboard other brands
Need for urgency and immediate decision making
Desire to maximize resources
Lack of marketing know-how
Desire to be a change agent
Need to sustain the storefront
17 -2 19
Planned Actions to Address Restraining Forces:
1. Utilize and maximize all existing data of the potential and existing customers.
2. Develop strategies that can be implemented to assess the viability of the market.
3. Search for strategies that small businesses can employ to ensure sales movements.
Appendix C
Team Planning on Identifying and Segmenting the Target Market
Geographic (Filipino - Women Living in the United States)
Based on the following reference sites:
Statista. (2019, September 26). U.S. population: Male to female ratio, by state
2018. https://www.statista.com/statistics/301946/us-population-males-per-100-females-by-state/
United States Census Bureau. (2018). 2018 Population: age and sex.
www.census.gov. https://data.census.gov/cedsci/table?q=2018%20population&tid=ACSST1Y20 18.S0101&hidePreview=false
United States Census Bureau. (2020, June 25). 2019 population estimates by age, sex, race and Hispanic origin. The United States Census Bureau. https://www.census.gov/newsroom/press-
kits/2020/population-estimates-detailed.html
Appendix D
Promotional Materials of Little Happy Box PH, July-October 2020
Appendix E
Website Traffic during Promo Period
Appendix F
Summary of Customer Acquisition
Appendix G
Force Field Analysis on Continuing Tactical Sales Promotions
Current State Future State
Consecutive days of zero sales even with the identified target market. Data may not be enough to evaluate the viability of the market.
We can generate more customer data, and in turn, sales, if we continue with sales promotions.
Goal: Continue with sales promotions to generate more customer (new and potential) data to evaluate the viability of the market.
Driving Forces Restraining Forces
5 4 3 2 1 Current State: 1 2 3 4 5 Desire to generate sales
Continuing tactical sales
promotions
Lack of resources to sustain promotions Intent to continue with
market research
Lack of new
promotional ideas Desire to increase brand
awareness
Fear of saturating the current customer base
14 2 12
Planned Actions to Address Restraining Forces:
1. Consider not replenishing inventory for the succeeding months until there is significant movement on the current inventory.
2. Consult with a marketing professional as regards creative promotional ideas and seek guidance on strategic plans.
3. Review and strategically plan the frequency and timing of the promotions.
Appendix H
Force Field Analysis on Onboarding a Social Media Strategist
Current State Future State
We know that our target market utilizes social media and this is also one of the tools available to us for further marketing.
Onboarding a social media strategist can help us maximize said platform.
We can generate more customer data, and in turn, sales, if we have more insights on how to maximize the use of social media.
Goal: Onboard a marketing professional who will provide us with insights on how we can maximize our current tools to reach and attract our customers.
Driving Forces Restraining Forces
5 4 3 2 1 Current State: 1 2 3 4 5 Desire to maximize social
media Onboarding a
social media strategist
Lack of resources to sustain a new internal hire
Intent to continue with market research
Lack of social
marketing know-how Desire to increase brand
awareness
Inability to identify next business steps
15 2 13
Planned Actions to Address Restraining Forces:
1. Consider onboarding a consultant vs. an internal hire for the business to manage resources.
2. Conduct research on the tools and strategies that can be utilized based on data collected.
Appendix I Informed Consents
Appendix J
General Research Ethics Checklist
Aylnn Kristy Tenorio
Appendix K Checklist A
1 Jan 2021
1 Jan 2021 Aylnn Kristy Tenorio
1 Jan 2021
Appendix L Checklist F
Aylnn Kristy Tenorio 1 Jan 2021
Appendix M Checklist G
