MARKETING PLAN OF A PROPOSED RESORT,

SOUVENIR STORE AND RESTAURANT IN SUBIC

BAY

Submitted in Partial Fulfillment of the Course Requirement in

MKT411- PRINCIPLES OR MARKETING

Submitted by:
Baybayan, Jazzel
Gamboa, Yrral Josh
Silvestre, Glessy
Limbaro, Shayne

Submitted to:
Mr. Gerald Garcia

Date:
17 MARCH 2018
 I. TABLE OF CONTENTS

II. EXECUTIVE SUMMARY ………………………………..……3

III. CURRENT MARKET SITUATION……………………..….4-9
2.1 SITUATION ANALYSIS………………………….….4
2.2 MARKET SUMMARY……………………………….4
2.3 MARKET NEEDS…………………………………….5
2.3.2 COSTS……………………………………………….5-6
2.3.3 COMPETITORS……………………………...…....6-7
2.3.4 MACROENVIRONMENT…………………………...7
IV. OPPORTUNITY AND ISSUE ANALYSIS…………….….8-10
V. OBJECTIVES……………………………………………….....11
VI. MARKET STRATEGY……………………………………11-12
VII. ACTION PROGRAM……………………………………..12-13
VIII. FINANCIAL PROJECTION………………………………….13
IX. IMPLEMENTATION CONTROLS…………………………..14
X. APPENDICES …………………………………………………..15

II. Executive summary

 Kable De Gapo is a newly constructed resort and also new kind of water
sport activity inside the Subic Bay Freeport zone, Kable De Gapo provide a
amenities that gives luxurious , relaxed environment Kable De Gapo may face high
challenging market with having surrounded by large, low liability rate and highly
accredited competitors and this kind of business is highly seasonal, it may have
greatest demand during the month of December, March, April and May, in other
months it may be sometimes IDLE. The resorts major challenge they may face is
keeping pace with the competitors and how to increase its profit during off season,
and how to market its restaurant since Filipinos are known for being wise they
might rather patronize foods outside the resort.

The evaluation of the resort’s strength, weaknesses, opportunity and threat

served as the foundation of the marketing plan. The plan focuses on the company’s
reputation build its public relations and growth, and its function facility
development

III. Current Marketing Situation

2.1 Situation analysis

Villa PlaMyrral is a rented villa, souvenir shop and restaurant within

Kable de Gapo Watersport Park. The resort is a modern contemporary staycation
comprising 16 luxury villas, Filipino culture style restaurant and a souvenir shop
that sells wakeboarding or Villa PlaMyrral related items. Currently it has just
begun business, and is trying to make a name in the industry. However, there are
many businesses that offer the same service in the surrounding area. This is a
challenge for the resort to be able to fulfill its objectives.

Our goal is to deliver customers an enjoyable and memorable stay in the

resort with excellent service, to be one of the best resorts in Zambales and, as well
as to promote tourism in Subic Bay Freeport Zone.

2.2 Market Summary

The key clients of the resort basically are people of all ages who are looking
for a good place for a “staycation”. They are tourists, particularly the generation of
millennial that are into water sports, families and companies that are looking for a
place to organize team building events.

The proposal concentrates on offering a comfortable and memorable shelter

and delicious foods for tourists or the wakeboarders that want to get some rest after
a long tiring day of wakeboarding.
2.3 Market Needs

Villa PlaMyrral resort offers best value and benefits to our clients, over and
above the standards, and affordable rates. We seek to provide our guest an
exemplary type of service and luxurious, relaxed environment which is a kind of
environment that they cannot find at our large, high accredited competitors. We
would like to inform our valued customers that they can build relationship with the
resort that ensure efficiency, the value of their money, and reliability in giving
them support they seek.

Facilities:

a. 16 Luxury villas that can accommodate 1-12 persons for those who
want an overnight stay in the park.
b. Restaurant that provide local and delicious food at an affordable
price.
c. Souvenir Shop that sells wakeboarding equipment or any related
souvenir items of the resort.
d. Bar that helps unwind the guests after a long tiring day of wake
boarding.
e. Pool for those who are not into wakeboarding but want to enjoy
their stay at the resort.
2.3.2 Costs
Description Cost
Administration Building
Restaurant ₱ 3,000,000.00
Souvenir Store 1,753,487.00
SUB-TOTAL ₱ 4,753,487.00
Amenities
Villas ₱ 27,570,613.02
Swimming Pool 553,100.00
SUB-TOTAL ₱ 28,123,713.02
Pre-Operating Expenses
Overhead Expenses ₱ 6,410,872.46
Electricity 84,803.06
SUB-TOTAL ₱ 6,495,675.52

GRAND TOTAL ₱ 39,372,875.54

2.3.3 Competitors
Although there are no competitors for the souvenir shop, there are other
hotels, serviced apartments and restaurants near the area that can be considered as
direct competitors that compete for the same business sectors.
Villas/Hotels Nearby:
a) RK Hotel
Address: Subic Bay Industrial Park Phase 1 Commercial Complex,
Subic Bay Gateway Park, Rizal Highway
b) Subic Holiday Villas
Address: George Dewey Convention Center Complex, Kalayaan
Heights, Philippines

c) Casablanca Hotel Condominium Resort Bar & Restaurant

Address: Lot 14 Argonaut Highway, Philippines

Restaurants/Fastfoods nearby:
 a) Rali's Restaurant
Address: Malawaan Park, Subic Bay Freeport Zone, Zambales
b) Gerry's Grill
Address: Waterfront Road, Subic Bay Freeport Zone, Subic 2209
c) Pizza Hut Subic
Address: GF Petron (Gimikan) Rizal Highway, Subic Bay Freeport
Zone, Olongapo, 2200 Zambales
d) Jollibee
Address: Argonaut Hwy, Subic Bay Freeport Zone, Zambales
e) KFC Puregold Subic
Address: Puregold Duty Free Subic, Rizal Ave cor Argonaut
Highway, Olongapo City, 2209

2.3.4 Microenvironment
 Political: a stable environment where little affects our ability to generate
revenue.
 Economic:
 Social: The trend towards cost effective travel leads resort guests to seek
more value for money.
 Technological: The installation of wifi system in the resort that could satisfy
the consumers. Creation of the resort’s website can be a lot costly and
requires maintenance. These will require a high level of investment.
IV.Opportunity and issue analysis
VILLA PlaMyrral
INTERNAL
STRENGTH WEAKNESSES
Newly constructed Limited functions facilities
Bigger area General appearance not
attractive
Accessible from other facilities Surrounded by community
Seasonal

EXTERNAL
OPPURTUNITY THREAT
Lots of competitors nearby
Opening of more hotels and
villas

RESTAURANT
INTERNAL
STRENGTH WEAKNESSES
Accessible from other facilities Surrounded by community
has its own uniqueness
Newly constructed
Profitable

EXTERNAL
OPPURTUNITY THREAT
Lots of competitors nearby
Opening of more well-known
restaurant

SOUVENIR
INTERNAL
STRENGTH WEAKNESSES
Own merchandise Surrounded by community
Accessible from other facilities Not all potential customer would
buy equipment
Newly constructed
Additional profit

EXTERNAL
 OPPURTUNITY
Because of its owned
merchandise there could be
potential buyer online or outside
the resort
THREAT
Sellers with the same product
offer cheaper price
Lots of competitors nearby

SWIMMING POOL
INTERNAL
STRENGTH WEAKNESSES
Accessible from other facilities Surrounded by community
For all ages Limited functions facilities
Newly constructed Costly maintenance
Limited functions facilities

EXTERNAL
OPPURTUNITY THREATH
Lots of competitors nearby
V.Objectives
For over the next year Villa PlaMyrral resort aims at achieving the following
 Achieving 100% occupancy
 Increase its revenue, revenue PAR.
 Increase its market share
 Build a reputation
 Increase customer satisfaction
 Increase partner networks
 Recognition from distinguished accreditation agency

VI.Marketing Strategy
In order for our objectives to be achieve we conduct a few marketing
strategy to be used.
When it comes to its growth, we should firstly seek for the markets
awareness, this can be done by advertising, increasing public relations by travel
agencies, participating in some events that may have some personality or the most
trending today the bloggers who are already has a big impact to public. Media
events and interviewers can also be a way
Then, for the locals and first timer or non-first timer, sales and promotion is
one of the strategies to catch the public personal selling or the sales force , having
multilingual call centers for the foreign tourist, airport counters, travel agencies,
web cafes, popular websites, schools, city office counters and selling onboard
merchandise.
 We should mail directly to potential customers informing and reminding
them about the offers.
Using internet ecommerce that mostly travelers go through when their
selecting or sorting for a nice place while they’re in vacation. Since booking or
searching in the internet is convenient and easiest way an addition to that, it is what
popular used today.

VII.Action Programs
After selecting for a specific target market, checking out rivals, evaluating
the SWOT of the resorts amenities and sorting out the most efficient marketing
strategies, In order to successfully achieve our goals and objective we conduct an
action programs.
This kind of business is unstable, not all the time it is being used there
could be days that it is slow, plus there are a lot of kinds of people so we conduct
to try different rate especially to those who are booking late, increase sales with
worthwhile rates.
As a new establishment it is hard to get the public to adapt even locals.
Increasing advertising and advertising to the most appropriate avenue considering
the time of the year and upcoming event.
Valuing our customers simply because they’re the reason for increasing
profit and they could be used to gain more potential customer by encouraging them
to make us a positive review if we reach their happiness and satisfaction of service,
and taking immediate action on any of their request or feedback and also email
blasts to past guest.
We will rate shopper in order to generate more revenue by taking powerful
pricing decisions through what the competitors are selling and also a monthly
intelligence report on the performance of our competitors.
 An addition to building reputation is to increase presence by participating in
big events especially during summer, where there are a lot of millennial, partnering
with good agencies. Having signage and branding will also help.

VIII. Financial projection

Description Cost
WEBSITE ₱ 30,000
SUB-TOTAL ₱ 30,000
TV ADS

Prime time commercials(15 secs) ₱ 200,000

SUB-TOTAL ₱ 200,000
RADIO
FM radio ₱ 70,000
additional TV ads ₱ 6,000
SUB-TOTAL ₱ 76,000
POSTERS
Plyers (500pcs 3x5in 100gsm ₱ 1,375
Coated paper)
Tarpaulin(5x7ft 20pcs) ₱ 16,000
SUB-TOTAL ₱ 17,375

GRAND TOTAL ₱ 323,375

IX. Implementation Controls

The marketing plan is structured to enable us to achieve the strategic goals

we have set for ourselves, in terms of increasing overall revenue as a result of
differentiating our products and services from the competition. The marketing team
will ensure that the plan is implemented to the best of their ability and with the
highest levels of efficiency and accuracy.

All figures will be monitored on an ongoing basis in relation to projections

versus actuals, and the ongoing plan will be altered or manipulated as necessary in
order to react to and, wherever possible, anticipate external changes to the
environment.

Appendix B

Curriculum Vitae
 BAYBAYAN, JAZZEL
Address: 35 jolo St. Bo.Barretto Olongapo
City

Civil Status: Single

Contact Number: 09193897935/09565129749

Email Address:
readraw24@gmail.com/azzelle2007@yahoo.com

Date of Birth: 20th June 1993

Birthplace: Bo. Barretto Olongapo City

Citizenship: Filipino

Educational Background

School Year Attended Location

Columban college 2009-present Rizal Ext.
inc. Bo.Barretto
College Olongapo city
Columban college 2006-2009 Rizal Ext.
inc. Bo.Barretto
High School Olongapo city
 Columban college 2002-2006 Rizal Ext.
inc. Bo.Barretto
Elementary Olongapo city

Seminars/Trainings Attended

Seminar/Workshop Training Title Location Date Held

Columban
AutoCAD 2010(
College INC.
Henry Lee Irwin
Amplify of IEshikawa 11 with the theme
theatre,Ateneo November 2016
parallax: shifting focus
De Manila
Yugto of IEshikawa 12 themed University of the
18th November
hiraya:engineering the backbone of the Philippine-
2017
nation Diliman
Max’s restaurant 18th & 25th,
Basic Occupational & Heath Course (40 16 Magsaysay February 2018
Hours) Drive, Olongapo 4th & 11th,
City March 2018
Organizations:

 2015-2016 Industrial Engineering Department Year

representative