I.

Identifying the Process Steps and Opportunity Nucleus

From the group analysis we performed, there are only a few number of unmet
and underserved needs from the website of the Puerto Del Sol Company
(puertodelsol.com.ph).

The website included very detailed information, from the resort overview to the
location maps, it provided an interface that made it easy for individuals to navigate the
website. The photo gallery provided were very vivid and covered the need to browse for
more. And also, the website provided an easy to follow step-by-step online booking
system which made it trouble-free for customers to book online reservations.

Process Steps: Unmet and Underserved needs:

-Viewing the website to get information

-Viewing the photo gallery of the facility

-Checking the resort’s reservation rates

-Gathering more information about the resort -List of extra charges for added services

-Booking a reservation online

-Referring the website to an acquaintance

II. Market Segmentation

On this part, our group well thought-out that the division of the marketing
segments will be based on the Rooms, Villas, Casitas, and Suites and Services offered by
the resort.

Listed below will be a short description of the facilities and services offered,
followed by the target group of people which are matched accordingly.

Casitas (Family Suite)—

A two bedroom detached units, which can accommodate up to four people with
living and dining area. It has an all glass wall with sliding doors, giving you a view
of the South China Sea.

Target Markets: Well-off families, Individuals who seek to enjoy their vacation to
the fullest

Bahay Kubo (Premier Suite)—

A two-storey single detached unit inspired by and named after the native
Filipino dwelling place. The ground level has a spacious open-air living and
dining area. Bedroom is on second level with queen size bed and balcony facing
the surf.

Target Markets: Dating couples, Newly-weds

Mansion Villa (Deluxe Suite)—

Spacious two-storey building done in the Mediterranean style. Each unit has
two double beds with individual verandas.

Target Markets: Students, Group of friends, Individuals who seek to take a break
off from the city

Family Room—

A dormitory style accomodation that has a seven single bunk bed in each room.

Target Markets: Families, Students, Company Team-buildings

Nipa Huts—

Fourteen detached units which can accommodate up to maximum of four to

five guests each, an open air ambience for guests to enjoy the relaxing
surroundings

Target Markets: Individuals who are not looking to stay for the night
III. Competitive Advantage Relative to its Competitors
Constructing a Value Proposition

puertodelsol.com.ph
Segment choice: mid- to high-end market, quality oriented individuals
Benefit choice: high class vacation with excellent ambience and luxurious facilities provided
Resource choice: great detailed and organized website overall. high definition photos provided
as well as music to give the visitors a “high-class” feel.

loreland.com.ph
Segment choice: mid-end market, budget oriented tenants
Benefit choice: the native feel or “one with nature” resort theme
Resource choice: strong trade name, good mapping instructions provided for locating the resort.

bcc.com.ph
Segment choice: mid-end market, tourists, balikbayans, individuals on vacation
Benefit choice: cozy baguio climate, modernized “native” feel, one of the best places to stay in
baguio
Resource choice: very simple and organized webpage, highly detailed including organizational
chart and board of directors

fridaysboracay.com
Segment choice: high-end market, tourists, individuals on vacation, quality oriented individuals
Benefit choice: wide variety of packages offered, great number of activities can be done in the
resort
Resource choice: visitor-friendly webpage, well organized and easy to navigate

asiaresorthotel.com
Segment choice: individuals who’ve not yet decided on a vacation place in the Philippines,
budget conscious individuals
Benefit choice: capacity to browse and compare hotel and resort rates
Resource choice: well outlined website regarding vacation spots

asiahotels.net
Segment choice: individuals looking for a vacation spot somewhere in Asia
Benefit choice: provides a short description of tourist spots and specialties of different countries
Resource choice: well outlined website, a wide variety of choices are provided as to countries
and their cities