SALES VOLUME ANALYSIS OF A CONFECTIONARY DISTRIBUTION COMPANY IN QUEZON PROVINCE; BASIS FOR A MARKETING STRATEGY

Production of confectionary products has seen a constant growth in the recent past. In fact, the confectionary industry is growing 6.9% year on year in the Philippines. Confectionary manufacturing industry has been stable since 19th century. Through deliberate Research and Development efforts, the industry has been able to come up with innovative technology within confectionary manufacturing. As a result, productivity in the industry is poised to increase. There is no doubt that the industry is set for further growth in the future. With the industry growing, it has attracted competition in the Philippines. The major leader in the industry owns about 36% of the market share. The company‘s share is derived from medicated confectionery, toffees, caramels and nougat, boiled sweets, standard mints, lollipops, pastilles, gums, jellies and chews and ?other? sugar confectionery. These products are affordably priced and distributed through both modern and traditional grocery retailers. Meanwhile, there is another player in the confectionary industry recognized as well as one of the top confectionary manufacturer in the country specifically for candies, lollipops, gums, standard mints and gummy candies. However, this company has a little market share on biscuits and chocolates versus the market leader. With this, retailers and distributors are facing a challenge in growing the biscuits and chocolates in different market locations. In the province of Quezon, there is an exclusive distributor with the objective of distributing and selling these products to clients at a growing pace. The province of Quezon has 41 towns and 2 cities with 1,209 barangays. The province of Quezon is rank 13 out of the 81 provinces in the Philippines with the highest population according to the Philippine Statistical Authority consensus in year 2015 amounting to 2.1 million. The retailing industry in the CALABARZON grew by 6.6% in 2017 vs. 2016. With this, a sales volume analysis of the biscuits and chocolates category of the distributor company in the Quezon province is relevant to check and verify the potential growth of sales in this area. This study will measure the sales volume target and evaluate the number of buying clients and non-clients. Furthermore, this study will identify opportunities and challenges that will help providing better services to the clients and future potential clients. This study will determine what are the ways to increase sales volume, increase number of clients covered and gain market share.