Part 2: Industry/Market Feasibility

The industry that The Sandwich Buddy is going to enter is one that will attract many different buyers who are beach goers, moms sending their children off to school with lunches, workers on jobs, and busy people on the go. The Sandwich Buddy will attract these buyers because of the unique product and how buyers can use it for many different uses, the reasonable price point, buyers can purchase this item for a reasonable low-cost price that will attract buyers to it because it is low-costing to them. Through the North American Industry Classification System, The Sandwich Buddy would be under the six-digit code level: 326199. This six-digit code is the industry of: All Other Plastics Products Manufacturing, under this code is the manufacturing of plastic products.

Industry Attractiveness Assessment Tool Low Potential Moderate Potential High Potential

1.
Number of competitors
Many
Few
None

2. Age of industry Old Middle aged Young

3. Growth rate of industry Little or no growth Moderate growth Strong growth 4. Average net income for firms in the industry Low Medium High

5. Degree of industry concentration Concentrated Neither concentrated nor fragmented Fragmented
6. Stage of industry life cycle Maturity phase or decline phase Growth phase Emergence phase
7. Importance of industry’s products and/or services to customers “Ambivalent” “Would like to have” “Must have”
8. Extent to which business and environmental trends are moving in favor of the industry Low Medium High
9. Number of exciting new product and services emerging from the industry Low Medium High
10. Long-term prospects Weak Neutral Strong

Through the industry attractiveness assessment tool, you can see that The Sandwich Buddy has a moderate to high potential of gaining the industries attractiveness. The Sandwich Buddy will have competitors out there with their product such as big plastic companies of Glad and Ziploc. The industry right now does not have any current items that would be able to fill the gap in the market that the other plastic products out there do not have or can do.

The target market, The Sandwich Buddy will reach are families, college students, busy people on the go and workers in different industries. The target market through families are for the busy families on the go who are packing sandwiches for lunches at school, in the car, on the go, and needing something quick that will not make a mess and their sandwich won’t fall apart for the children. The target market through college students are mainly aimed for students who attend school by a body of water and enjoy going and bringing their own food and not wanting their food to be ruined and fall apart or getting full of sand, The Sandwich Buddy will help this because it will keep their food from getting dirty and falling apart. The target market through busy people on the go who have to eat in their car because they are always on the go and do not have time to sit down and eat and have their food falling apart in the car as they try to eat and drive. The Sandwich Buddy will fill the gap in their life because it will keep the sandwich fresh and clean and not cause mess, it will be easier for them. The target market through workers in different industries, because when you are working in an industry that you are always using your hands and getting dirty, workers do not want to have to eat food that is dirty. The Sandwich Buddy will help this because a worker can get their sandwich and not have to get their food all dirty, when their hands are dirty as well.

Target Market Attractiveness Assessment Tool Low Potential Moderate Potential High Potential

1.
Number of competitors in target market Many
Few
None
2. Growth rate of firms in the target market Little to no growth Slow growth Rapid growth
3. Average net income for firms in the target market Low Medium High
4.

5.

Methods for generating revenue in the industry

Ability to create “barriers to entry” for potential competitors Unclear

Unable to create Somewhat clear

May or may not be able to create Clear

Can create
6. Degree to which customers feel satisfied by the current offerings in the target market Satisfied Neither satisfied or dissatisfied Unsatisfied
7. Potential to employ low cost guerrilla and/or buzz marketing techniques to promote the firm’s product or services Low Moderate High
8. Excitement surrounding new product/service offerings in the target market Low Medium High

Through the target market attractiveness assessment tool, you can see that The Sandwich Buddy has a high potential of attracting and gaining the target market that they want to gain. The Sandwich Buddy will be entering a target market that is not being touched right now by competitors because there is nothing on the market today for consumers to purchase similar to The Sandwich Buddy. The Sandwich Buddy would be bringing to the target market something new that has never been seen before to consumers, and filling the gap in the market that the other plastic products out there do not have or can do.

The market timeliness of the creation of The Sandwich Buddy is open because by the time the product will hit the shelves of stores it will be back to school time and beach season for many. The window of opportunity could not be better because it is going to take time for the product to be manufactured and produced. When the time comes for the product to be entered into the market with its specific target market will be the right time when it is back to school time for children looking for new lunch boxes and lunch accessories like The Sandwich Buddy, which will be never be seen before, attracting buyers to the new product on the market. Similarly, to the back to school season of attracting buyers, beach goers will be in peak season and will be looking for new ways to bring their food to the beach and not be getting dirty. When they come across the reasonable price of uniqueness of The Sandwich Buddy it will be an opportunity that they can not resist.

Market Timeliness Assessment Tool Low Potential Moderate Potential High Potential

1.
Buying mood of customers Customers are not in a buying mood
Customers are in a moderate buying mood
Customers are in an aggressive buying mood

2. Momentum of the market Stable to losing momentum Slowly gaining momentum Rapidly gaining momentum

3. Need for a new firm in the market with your offerings or geographic location Low Moderate High
4. Extent to which business and environmental trends are moving in favor of the target market Low Medium High
5. Recent or planned entrance of large firms into the market Large firms entering the market Rumors that large firms may be entering the market No larger firms entered the market or are rumored to be entering the market

Through the market timeliness assessment tool, you can see that The Sandwich Buddy has a high potential of window of opportunity to enter the market because they will be attracting and gaining the target market that they are aiming for. The Sandwich Buddy will be entering the market at a time that is at peak season for the target market, creating a higher opportunity for successes for The Sandwich Buddy in the long run. The Sandwich Buddy coming into the market would be bringing something new that has never been seen before to consumers, and filling the gap in the market that the other plastic products out there do not have or can do.
In conclusion, the industry and market that The Sandwich Buddy will be entering is one that has a window of opportunity that The Sandwich Buddy is going to fill that niche/gap in the market. The Sandwich Buddy is creating a new product that has never been seen before on the market, by creators in this industry and others.