Professional Documents
Culture Documents
Marketing Plan
Marketing Plan
This chapter contains the different strategies that are helpful to the
business operation. This will help to identify business problem and
distinguished whether it is gaining or losing. In addition, these help develop
actions on how to cope with these factors that greatly affects the ins and
outs of the business. The matrix that below should decide what the
fluctuations of the business are.
Weaknesses
1. Low volume of production due to technology used by the business
2. Insufficient budget for advertising and promotional activities
3. Accessible but the place is far from urban areas or major customers
4. Most loom weaver are senior citizens and cannot weave if there is a
dead person on that day
Opportunities
1. Full support and assistance of the government
2. Increasing demand
3. Positive attitude of the customers toward the product
4. Strong linkages with other government organizations
5. DTI will open a ” Pasalubong” center in Boracay
Threats
1. Weather conditions
2. Other businesses offer the same hand woven products from other
places
The EFE Matrix in exhibit 1 reveals that the most important external
factor that will strongly help for the success of the business is the “Full support
and assistance of the government” as indicated by 0. 80 weighted score.
Finally, EFE reveals that the total weighted score of BLWA, Inc. is 2.70
which are above average; so, the business is doing great in using its
opportunities to prevent threats.
Bagtason Loam Weavers Association, Inc., the EFE Matrix, shows the
most important factor for the success of BLWA, Inc. Analysis and interpretation
on the ratings and description assigned with EFE and IFE table is shown
below:
1 = the response is below average 3.25 - 4.00 = Superior
2 = the response is average 2.5 - 3.24 = Above Average
3 = the response is Above Average 1.75 - 2.49 = Average
4 = the response is Superior 1 - 1.74 = Below Average
B. SWOT Matrix
C. SPACE Matrix
This matrix contains four quadrants which are the aggressive,
conservative, defensive and competitive that determines the most appropriate
strategies the business should consider.
Space Matrix consists of two dimensions which are the internal and
external dimension. Internal dimension is comparing of financial strength (FS)
and Competitive Advantage (CA) while external dimension is compose of
environmental Stability (ES) and Industry Strength.
To develop Space Matrix, we must select variables first to define FS,CA,ES
and IS of the business. The financial Strength and industry strength were
assigned by numerical ranking from +1 as the worst and +6 as the best. The
association’s financial strength has the average of 3 and industry strength has
the average score of 4.3. The environmental strategy and competitive
advantage.
Were assigned by numerical ranking from -1 as the best and -6 as the
worst. The environmental strength of the association has the average score of -
2.5 while the competitor advantage has the average score of -2.5.Plotting the
intersection of the XY print marker the directional sector. It suggests the type
of strategies to pursue the business. The strategic position of the business falls
on aggressive quadrant which states that the financial strength is a dominating
factor in the study.
The directional sector is located at the upper right quadrant of the space
matrix. The business has an excellent position to use internal strength to take
advantage, external opportunities. Overcome internal weaknesses all avoid
external threats. So the association will pursue the strategies that can be
feasible such as market penetration through promotion.
SWOT IE SPACE
Market Penetration
Product
Development
Horizontal
integration
Market
development
Conglomerate
Diversification
Horizontal
diversification
EXECUTIVE SUMMARY
regime. Women learned to weave for their clothing , blankets, mosquito nets
and others. They learned to weave or "habol" usually "patadyong" basically for
their own comfort and usage. The "patadyong" is a pre-Spanish clothing item or
lose skirt worn by Filipino women particularly in the lowland regions of the
Visayas. The weaver is locally called "manughabol" and passed these skills
men.
Our Group decided to have a marketing plan about this to promote and
use of loom weaving income generation while preserving its unique culture
MARKETING OBJECTIVES
Specific Objectives
The study also aims to:
people of Bagtason.
Engage into project that will develop product quality and improve market
access.
Their products are handmade that is why it is rated very good by the
Technology and Department of Labor and Employment. They are producing the
Barong, Wallet, Lei and Hat. Their best seller products are “Patadyong” which
is the brand name of the Association and it is very common and in demand
among adults because they used it as their dress, then it is also being used as
swing for a baby. Another best seller are Shawl, Scarf, and Cloth which is
and school teachers. Their products are unique compare to their competitors in
the market not just because they have a group of women in their barangay
which are called “Loom Weavers,” but it has features of embroidered designs
like Sampaguita, “Bahay Kubo,” and Diamond and each design is made
handily. The quality of their products is also very good since it is made of
quality raw materials like thread, metallic thread, ball thread and “abaca fiber.”
is solicited directly from walk-in customers, and offered their new products to
them for identifying their needs and wants. The business has an advantage
over its competitors since they are accepting customize design through pre-
order.
A. Products
1. Handkerchiefs
2. Bag
3. Cloth
4. Shawl
5. Scarf
6. Garland
7. Polo Barong
8. Wallet
9. Patadyong
10. Lei
11. Hat
B. Customized Embroidery Services
The business has a competitive price that is why it is rated very well by
the customers. The price depends upon the materials being used and designed.
The price of plain cloth differs from the one with design like the embroidered
Sampaguita, “Bahay Kubo,” and Diamond, their cost is P5 per design. Price
varies with size per meter can cost P200 for plain cloth while P400 if with
design. In addition, process also affects the price of their products because it is
slow and manually operated by the Loom Weaver with a minimum of one day to
finish the product. At the same time, the business also compared the price
Number of customers
Inc. is fluctuating and seasonal. There were days they have customers or
Campus and Saint Anthony’s College, for their educational tour. Before they
2-45%
good. Because the volume of sales of Bagtason Loom Weavers Association, Inc.
P16,667 by 2013 and P25,400 by 2014. The gross profit had increased by
37%.
2013 2014
Sales 200,000 304,800
Less: Cost of Goods Sold 50,000 100,000
Table Gross Profit 150,000 204,800 3. The
Actual Total
Sales of BLWA, Inc. in two consecutive years
300,000
200,000
100,000
2013 2014
Table 4. Comparative Sales
300,000
200,000
100,000
2013 2014
Channels of Distribution
festivals.
Promotion is one of the key in making the people more aware of your
products. The Bagtason Loom Weavers Association, Inc. has insufficient budget
for their promotion. They promote their business through the Fashion Show
during fiesta like Balik Patadyong Night, Lin-ay of Bagtason and Lin-ay of San.
Jose. All of the candidates wore their hand-woven gowns made by BLWA, Inc.
from their members, to customers and extended their personal efforts into their
community. Since they sponsor during barangay religious fiesta and donated to
their chapel in their barangay during Sunday Masses. During typhoon Frank,
relief goods and P 50,000 from the office of Sen. Loren Legarda through the
effort of BLWA, Inc. President who solicited help from the Antique Development
Fund. The Association also trained the out of school youth and providing
employment and encouraging the younger generation to learn the skills and
continue the trade in loom weaving so that the inherited culture will continue
sellers also, because they are the one who assist and entertain the customers
when they come for inquiries, in creating different designs and colors, they
assure that it fits to the type of occasion or use of the product. The Loom
Weavers have the knowledge in customers’ needs because all of them are the
users of their own products they made, in creating different designs and
playing colors, they based it on the likeness of the customers. Sometimes they
have their own Looms and make their own hand-woven products and sell it to
business so that the business can retain their customers and can expand their
markets. Building good reputation in your customers can make your business
to be more reliable. The BLWA, Inc. has been established good reputation
because of their very good quality products. Many customers especially the
Professionals had proven and tested the products from BLWA, Inc. that their
products are very good. Many famous personalities from respective government
or public servants and famous Mark Quintela amazed and patronized the
"Patadyong" at least once a month. The Association was once visited by famous
personalities like Ms. Earth 2014 candidates and the famous singer Renzo
Vergara.
ACTION PROGRAMS