Group
Group
Marketing
Management
BUSINESS NAME or LOGO
Plan
Researchers:
Adona, Bernadette G.
Calima, Kimberly
Capin, Angelyn
Diaz, Justine
Garcia, Jian
Gulliermo, Melanie
Ramos, Ariane
Ronquillo, Nicole
Rullan, Pauline Kate
Yap, Theodore Naethaniel Y.
0
STRATEGIC MARKETING MANAGEMENT PLAN
Introduction
In the article by James Chen (2022), the strategy a business will employ to
promote its products to customers is described in the marketing plan. An
organization's goals, values, mission statement, budget, and tactics are all covered
in a business plan, which also includes a marketing plan. The Indeed Editorial
Team (2022) published an article, any item you can sell or buy is referred to as
merchandise. The term "merchandise" refers to any good that is offered for sale;
some examples are groceries at a supermarket, clothing in a retail shop, electronics
online, and raw materials in a manufacturing facility. It is merchandise if it can be
purchased or sold by someone.
A. COMPANY BACKGROUND
- History
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plastic twines, which were their main sources of income. However, after the family
experienced a particular crisis, their business was put in jeopardy. The government
enacted a law banning the use of plastic, which had a significant impact on their
business. They come up with a plan to sell party supplies like banners, balloons,
and other items to stabilize the firm and start generating more revenue. Because of
this, the company became known as Fiesta Cheers General Merchandise.
- Mission
- Vision
- Core Values
Transparency - The company must open in giving customers the details they need
to be informed about the products they are buying, without filtering out only the
best qualities of a product and not telling the unpleasant one.
Hospitality - “Customer is always right”, every staff must treat the client with
kindness and respect, and providing customers with excellent services in a
welcoming environment.
Energetic - Every staff must approach the business with a cheerful attitude and
convey that to the customer. A positive vibe will make efficient employees and a
happy customers.
Quality - Offering the clients a standard products they need in order for the
business to satisfy them.
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- Org. Chart
Sales Personnel - Their tasks include marketing the things the company
offers and providing the service that enhances the business's reputation for security
and transparency. Customers should be treated courteously by sales staff, and they
should also be satisfied with the items and services they receive.
Communicate with the customers properly and give the products that the
customers want.
Treating the customers respectfully and kindly
Give the exact change to the customer
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- Products/ Services offered
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B. BUSINESS ENVIRONMENT
- SWOT ANALYSIS
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TOWS ANALYSIS
- PESTEL ANALYSIS
POLITICAL FACTOR
ECONOMIC FACTOR
Level of Competition
Since there are a lot of general merchandise industry existing in the market,
it may challenge the business to be stable and to sell products consistently.
Inflation Rate
Inflation is a normal part of the economy. But when inflation gets too high
or rises too quickly, the rising costs put a strain on everyone, especially smaller
business owners greatly affected by the financial crunch.
Increase in prices of materials affects the businesses specially for the small
business owners as well as the consumers through this, the customers will be able
to decide not to buy stuffs regarding the party needs.
SOCIAL FACTOR
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choose to buy products online because it can save time for both buyer and retailer,
it is convenience, and no need to worry about the hours of operation of stores.
TECHNOLOGICAL FACTOR
ENVIRONMENTAL FACTORS
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LEGAL FACTOR
Anti-discrimination Law
All personnel are subjected to diversity trainings and workshops on a regular
basis in order to avoid discriminatory and biased actions, which could have serious
consequences. Businesses also ensure that there is no discrimination within the
corporation and that the organizational culture is devoid of harmful elements.
Consumer Protection Laws
To protect customer data, businesses must understand data protection laws.
Also, there are laws that establish the maximum price, guarantee a specific level of
quality, and shield customers from deceptive marketing promises. To guarantee
that consumer protection rules are followed, firms must take these aspects into
account.
Health and Safety Law
Regarding the health and safety of employees at work, there are stringent
rules. Reputable organizations and groups conduct routine checks with firms to
determine whether safety nets, drills, and other preventative measures are being
implemented at the workplace.The safety and health of employees includes not
only their physical health but also their emotional and mental health.
- IE MATRIX
IFE MATRIX
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EFE MATRIX
HIGH -grow and build -grow and build -hold and maintain
WINNER AVERAGE LOSER 3.0
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The results of the IE matrix indicate that the company landed in Quadrant I,
which is grows and builds. The company might expand its market reach and
enhance its product offering. However, it is noteworthy that the company's IFE
score is 3.2, indicating a strong inward position. This demonstrates the superior
inner quality of Fiesta Cheers General Merchandise. On the other hand, the EFE
score got 3.14.
- QSMP MATRIX
Alternative 1 Alternative 2
Product Development Market Development
Key Factors
Weight Attractiveness Total Weight Attractiveness Total
Scores Attractiveness Scores Attractiveness
Score Score
Strengths
The capability of
online goods 0.10 3 0.30 0.11 1 0.11
sales
Low level of
competitiveness 0.05 1 0.05 0.07 1 0.07
in Cabanatuan
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excellent
Weaknesses
Competitor are
fast to offer 0.15 3 0.45 0.05 0 0.00
similar products
Insufficient funds
allocated to 0.15 1 0.15 0.05 1 0.05
marketing
Limited access
due to one 0.03 0 0.00 0.15 4 0.60
location
Lack IT and E-
Commerce 0.12 4 0.48 0.18 3 0.54
expertise
Opportunities
Strengthening of
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relationships for 0.05 2 0.10 0.12 3 0.36
wholesale
distribution
Threats
High numbers of
significant rivals 0.15 4 0.60 0.05 0 0.00
in the market
Regulation
changes may 0.08 1 0.08 0.08 1 0.08
have an effect on
the business
Major
competitors 0.14 4 0.56 0.06 0 0.00
already sell the
goods
Changes in
customer 0.11 4 0.44 0.05 1 0.05
preferences
Input price
increases may 0.05 1 0.05 0.07 1 0.07
result in higher
prices
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C. MARKETING PLAN
- Marketing Priorities
- Marketing Goals
1. To boost the use of social media platforms in promoting the business and its
products.
2. To add new products that can be tailored to the demands of the customer.
- Marketing Objectives
1. To use social media platform to boost sales with the goal of 250,000 Pesos
Within a Month.
2. To Attract the costumer by Adding new Product in the market list this Current
Year.
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6. To Improve the efficiency of marketing strategy and convince huge customers to
purchase within a Month.
- Marketing Strategies
The TOWS Matrix is used by the researchers since it will provide us with
the thorough documentation they need to identify the strengths, weaknesses,
opportunities, and threats that the business will encounter as it grows or extend its
activities. A comprehensive business plan suited to a party supply store is also
included in the package.
Opportunity (O) SO WO
1. Ongoing growth of online sales 1. The growth of the company can 1. By online market, sells products
2. The capacity to open new stores be fully expanded by maintaining through delivery or logistics. Party
3. Purchase of new rounds of capital online sales and boosting product needs and plastic ware are needs of
4. Manufacturing of exclusive online promotion through online other businesses such as eateries,
goods advertising. (S1,O1) fast food, or services offered
5. Strengthening of relationships for catering. We can supply them with
wholesale distribution 2. Since the fiesta cheers Gen is a what products need for their
business in Cabanatuan with low business. (W1,O1)
competitors, it may expand by
concentrating on a certain niche 2. Expansion of business in the
market and building a strong other place and offering more
brand that distinguishes it from variety of products that they need.
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major competitors. (S2,O2) Partner with non-seasonal
businesses. W2,O2)
3. A company can optimize the
purchase of additional rounds of 3. With these rounds of
capital while keeping client prices fundraising, investors can
fair. Value-based pricing enables contribute funds in exchange for
a company to accurately reflect equity or ownership in our
the genuine worth of a good or company. (W3,O3)
service to the client while also
effectively communicating that 4. Plan for small and budgeted
value through pricing and Franchises for more location
marketing tactics. (S3,O3) access. (W4,O4)
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to collaborate with it. Offering
volume discounts, free delivery
for large sales, or other benefits
that promote repeat business could
be part of this. (S5,O5)
Threats (T) ST WT
1. High numbers of significant 1. Social media is an effective tool 1. Improves service quality and
rivals in the market for promoting brands and products lead to innovation in the
2. Regulation changes may have an connecting with potential field of our business. (W1,T1)
effect on the business. customers. Create a solid social
3. Major competitors already sell media plan that combines 2. During the pandemic there are a
the goods. interesting content, specialized lot of restrictions and the need to
4. Changes in customer marketing, and influencer follow safety protocols. Since this
preferences. collaborations. kind of business is seasonal and if
5. Input price increases may result Additionally, offering top-notch regulation changes may have an
in higher prices. customer service can help set your effect on our business, the best
business apart from the strategies for this are Delivery
competition. Put your attention on services and promoting goods and
offering individualized service, services through social media
promptly addressing consumer marketing. Great opportunity to
questions and issues, and having a create promotional videos to
simple return policy. (S1,T1) promote products even pandemic.
(W2,T2)
2. Concentrate on establishing a
significant local presence in 3. Create a budgeting plan to
Cabanatuan by taking part in minimize expenses and find
community associations, suppliers with low prices. To
contributing to good works, and lessen the competition who sell the
working with other businesses. same kind or similar product, we
Customers' loyalty to a brand and can offer some discounts, and
this can help with that. coupons to convince our beloved
Maintain up-to-date knowledge customers to avail it. (W3,T3)
of any regulatory changes that
may have an impact on your 4.Expansion of business on other
company. This can assist you in place and create a successful client
action taken in advance and contact plan.
responding to them. (S2,T2) Maintaining contact with your
clients is crucial. Create a database
3. Consider offering specials and with their contact information,
discounts to attract clients to including phone numbers and
choose your business over rivals. email addresses. Try to interact
This could apply to referral with customers on social media, if
discounts, large order discounts, at all possible. can directly
or seasonal specials. message them with information
Improve your products, regarding special offers. (W4,T4)
services, and customer experience
on a regular basis to stay one step 5.Find Alternative material at
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ahead of your rivals. Keep an eye global market whose selling
on client opinions and adjust to wholesale with lower quality and
shifting market trends and lower price.
preferences. By doing this, you Hire a Sionior IT and E commerce
may be able to offer unique goods expertise to teach other employee
or services that your competitors to do IT work and E Commerce
would not. (S3,T3) (with Budgeted money) to Reduce
the Lack of funds. (W5,T5)
4. The business might concentrate
on fostering long-lasting
connections with its present
customers by offering specialized
services, incentives, and
promotions. Customers may
become more loyal as a result and
be less inclined to switch to a
competition.
While customers are more
likely to stick with a brand they
can relate to and trust, this can
also manage avoid the effects of
shifting consumer preferences.
(S4,T4)
The illustration above shows potential strategies extracted from matching the
internal and external factors. The analysis helps “Fiesta Cheers General
Merchandise” to utilize Strength , exploit Opportunities , minimize Weakness and
avoid Threats.
Porter's Five Forces theory asserts that rivals are not the sole sources of
competition. Instead, five fundamental masses threat of new entrants, the
bargaining power of suppliers, the bargaining power of consumers, the threat of
substitute goods or services, and rivalry, determine the level of competition in a
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given business. In this study, the researchers used this strategy to understand who
the business competition is and how their goods, services, and marketing tactics
affect the business's survival. The strength of these forces as a whole determine the
profit potential of an industry and, consequently, its attractiveness.
Threat of
new
entrants
Bargaining
Threat of
power of
substitutes
supplier
Porter’s
Five
Forces
Model Rivalry
Bargaining among
power of existing
buyer competitors
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Strengthening the relationship between the owner and supplier, and increasing
loyalty from them.
4Ps of Marketing
To ensure that your offering satisfies a particular client need or demand, the
researchers use the 4 Ps marketing mix to assist the business in identifying its
marketing options or fundamental components of marketing a product in terms of
price, product, promotion, and place.
4Ps of Marketing
PRODUCT PRICE PLACE PROMOTION
Offers High- Value-based The main target of With the help of
quality party pricing this business are social media,
supply that have It is a method of consumers who buys coupon/flyers,
various unique determining prices and resell the voucher and logo
options and having that is largely products. So, the on the packaging
an affordable based on the current location of of the product, they
price. perceived worth of the business is stable can use it to market
Adding new a good or service and it fits to the the available
products such as by the consumer. target market of the product and
customization in Customers are the business. It is easy advertise also thru
terms of focus of value- to locate and has a banners exposing
customer’s based pricing, potential to party supplies and
preference. which bases prices recognized more. discounts to a huge
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on what consumers The business is near pool of customers.
think a product is in public market, so
worth. the consumers may
able to see the
business and product
they are offering.
The area is also near
in events place.
The illustration above shows the purpose of the marketing mix, which is to
find the right combination of product, price, promotion, and place so that the
business can effectively communicate with potential customers and maintain
advantage over competitors.
INITIATION
EXECUTION
1.This can include a This aim has to do with giving a OWNER / 5,000
logo, tagline, and brand company a distinct style that MANAGER
messaging that convey distinguishes it from its rivals.
the principles and
character of your
company.
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improvement.
INITIATION
EXECUTION
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Activities Objectives Person in- Time Budget
Charge Frame
INITIATION
EXECUTION
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Activities Objectives Person in- Time Budget
Charge Frame
INITIATION
EXECUTION
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- Contingencies and Risks
D. CONCLUSION
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Fiesta Cheers General Merchandise needs to develop their products and
increase the variety of products that they offer based on the strategic tools that
were used in this plan. They must also use social media to effectively market their
business and products. As a result, the researchers conclude that in order to grow
and expand, any business requires effective and efficient strategies. It would also
help the business in recognizing and minimizing it's weaknesses and threats. By
conducting different business analysis, it will use to help the business grow and
prosper in order for the business to survive even longer, improve the product
selling, and increase the sales as well.
E. NEW LEARNINGS
A company that buys finished goods and resells them to customers is known
as a merchandiser. It is a vast but popular industry to start in, particularly in the
Philippines where we have physical retail stores and online stores that are also
classified as merchandise. Thoughts of building and having merchandising are
simple, but maintaining stability in the market and achieving growth are really
challenging. The researchers observed that in order to win a client's loyalty, the
store's owner and personnel should put the needs of the customer first. And as a
business administration students, the researchers need to keep this in mind,
especially since some of them aspire to be business owners or an employees who
interact with customers, both of which still require a customer-centric approach
where it prioritize meeting consumer demands.
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researchers put in their time and effort wherein they do manage to function as a
team. Success requires effective teamwork.
Overall, the researchers learned that there are many factors to take into
account when starting a business, including the ability to adapt to a rapidly
changing environment, the willingness to take calculated risks, the ability for
forecasting, to know the importance of the customer, proper planning of
formulating and implementing strategies, and many others which would help the
business to have growth and maturity in the market. Also, learning how to
collaborate both individually and as a team is important to succeed in every tasks.
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F. CV OF RESEARCHERS
ADONA BERNADETTE G.
Ramoso III St. Barangay 1, Laur, Nueva Ecija
Contact Number: 09672578336
Email Address: [email protected]
OBJECTIVES:
I would like to pursue my career which will enable me to extend and apply
my knowledge and To establish a fulfilling and secure career in a high growth
company with considerable professional advancement opportunities.
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
First Semester 2021-2022
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Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
Second Semester 2021-2022
2022
DTI Nueva Ecija 2's Webinar on Sustainable Livelihood Projects
PERSONAL SKILLS
Willingness to learn
Time Management
PERSONAL INFORMATION
Page 28 | 48
CALIMA, KIMBERLY JOYCE O.
Bakod Bayan, Cabanatuan City, Nueva Ecija
CONTACT NO: 0926 403 1643
EMAIL ADDRESS: [email protected]
OBJECTIVES:
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
MF TECH NC II PASSER
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
Page 29 | 48
The Core Functions of the BSP
PERSONAL SKILLS
Adaptability
Mathematics
Problem solving
PERSONAL INFORMATION
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CAPIN, ANGELYN N.
Purok Amihan, Brgy. Barrera,
Cabanatuan city, Nueva Ecija
Contact Number: 09674577772
E-mail Address: [email protected]
OBJECTIVES:
I would like to pursue my career which will enable me to extend and apply
my knowledge and To establish a fulfilling and secure career in a high growth
company with considerable professional advancement opportunities.
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
Page 31 | 48
Research Colloquium 2023
February 20, 2023
PERSONAL SKILLS
Communication skills
Leadership Skills
Flexible and can adapt to different or changing environment
PERSONAL INFORMATION
Page 32 | 48
DIAZ, JUSTINE G.
Brgy. D.S Garcia, Cecilia Village II, Cabanatuan City
Contact Number: 0955-295-4915
Email Address: [email protected]
OBJECTIVES:
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
First Semester 2021-2022
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SEMINARS AND TRAININGS
PERSONAL SKILLS
Administrative Skills
Cashiering Skills
Encoding / Data Entry
Strong oral and written communication skills
Software and Application Skills ( Word, Excel and Power Point)
PERSONAL INFORMATION
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GARCIA JIAN D.
#14 Brgy. Bulala, Cuyapo, Nueva Ecija
Email Address: [email protected]
Mobile Number: +6392775323977
OBJECTIVES:
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
PERSONAL SKILLS
Page 35 | 48
• Leadership
• Interpersonal skills
• Time Management
• Computer skills
PERSONAL INFORMATION
Page 36 | 48
GUILLERMO, MELANIE V.
Brgy. Bantug, Talavera, Nueva Ecija
Contact number: (+63) 9757227213
Email Address; [email protected]
OBJECTIVES:
To see myself as I employed in your company doing my best and the tasks of
the position assigned to me, not only in my chosen field but also the ability to perform
other duties and responsibilities assigned from time to time. To be an asset in your
company enhancing my skills and capabilities on the position assigned to me.
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
37
Top 2 (BAM 245 Fundamentals PHINMA Araullo University
of BPO 101) 2022-2023
NC lll Event Management
College of Management and Services (COMPETENT) 2023
Accountancy
Microtech Institute of Trade
PHINMA Araullo University
Director for Ways and Means
Dean's List (2nd Semester) 2019- 2023-2024
2020
JPMAP- Junior People Management
College of Management and Association of the Philippines
Accountancy
PHINMA Araullo University
Second Look
La Parilla Hotel, Cabanatuan City, N.E
August 19, 2018
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July 29, 2022
On the Hunt: Tools You Need To Ace Your Job Search
HawodTech Solutions, Inc. – Webinar
March 18, 2022
Research Colloquium
Phinma Araullo University Horizon Building
February 20, 2023
PERSONAL SKILLS
PERSONAL INFORMATION
Page 39 | 48
JUANE, ARIANE R.
Brgy. Pangatian, Cabanatuan City
Contact Number: 09223074817
Email Address: [email protected]
OBJECTIVES:
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
PERSONAL SKILLS
•Time Management
• Can work under stress and pressure
• Passionate with the task that is being given.
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PERSONAL INFORMATION
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RONQUILLO NICOLE G.
Barangay Poblacion East General Tinio Nueva Ecija
Contact Number: 09163345538
Email Address: [email protected]
OBJECTIVES:
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
PERSONAL SKILLS
- Digital Editing
- Leadership
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- Teamwork
- Creativity
PERSONAL INFORMATION
Page 43 | 48
RULLAN, PAULINE KATE S.
Purok 2, Brgy. Manacnac Palayan City, Nueva Ecija
Contact Number: 09562514517
Email Address: [email protected]
OBJECTIVES:
I would like to pursue my career that will enable me to extend and apply my
knowledge, seek a challenging position in a reputed organization where I can learn
new skills.
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
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PERSONAL SKILLS
Communication skills
Willingness to learn
Time Management
PERSONAL INFORMATION
Page 45 | 48
Theodore Naethaniel Y. Yap
Kapitan Pepe Calixtus Street Phase 2,
Cabanatuan City, Nueva Ecija
Contact Number: 09975782347
Email Address: [email protected]
OBJECTIVES:
EDUCATIONAL BACKGROUND
ACHIEVEMENTS
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SEMINARS AND TRAININGS
2022
DTI Nueva Ecija 2's Webinar on Sustainable Livelihood Projects
PERSONAL SKILLS
Organizational Skills
Time Management
Leadership Skills
Decision Making
Analytical Skills
Communication Skills
PERSONAL INFORMATION
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