MARKET OPPORTUNITY AND FEASIBILITY MODEL FOR COCONUT INDUSTRY IN ASIA-PACIFIC CONTEXT
Entering
into any form of venture, primarily in crop industry, involved risks. Due to
significant capital outlay, marketers used opportunity and feasibility studies
to ascertain the viability of a business, determine the associated risks and
consider its impact as well as to identify key factors to make the venture more
successful. This paper proposed a model in assessing the feasibility and
opportunity of a crop venture, particularly the coconut crop, using market
analysis, demographic trends and changes and technical and financial
evaluations. The model also specified the tools used for the assessment. The
information from these assessments where further analyzed using SWOT and
Porter’s Five Forces while insights derived from each phase form part of the
recommendations. The model revealed that coconut processing was a technically
feasible and financially viable venture in an emerging region such as
Asia-Pacific with payback period of 2.8 years and demonstrated a 235% increase
in net income by 5th year.