ABE International Business College: Cainta Campus

ABE International Business College
Cainta Campus
A member of the AMA Education System
INEFFECTIVE MARKETING STRATEGY OF JATBM COMPUTER
ENTERPRISE RESULTING TO UNATTRACTIVE TO THE CUSTOMERS.
A Case Study Proposal
Presented to the Faculty of
Cainta Campus
In Partial Fulfillment
of the Requirements for the Subject of
INQUIRIES, INVESTIGATION AND IMMERSION
By
Jocutan, Ashley
Magangcong, Amerhussen
Mapalo, Lynel Joy
Mirador, Neil Jasper
Perez, Kale
Valencia, Arch Robby
I
Cainta Campus
APPROVAL SHEET
Accepted and Approved in Partial fulfillment for the Subject of INQUIRIES,
INVESTIGATION AND IMMERSION.
MAILA KAZEL U. CINCO AILEEN CASERO
College Dean School Director
This Undergraduate Case Study entitled “INEFFECTIVE MARKETING
STRATEGY OF JATBM COMPUTER ENTERPRISE RESULTING TO
UNATTRACTIVE TO THE CUSTOMERS.” Prepared and submitted by
Lynel Joy Mapalo, Ashley Jocutan, Kale Perez, Amer Hussen Magangcong,
Neil Jasper Mirador and Arch Robby Valencia. In partial fulfillment of the
requirements for the subject of Inquiries, Invetigation and Immersion is
hereby accepted
DENNIS PALUSTRE
Adviser
II
Cainta Campus
ACKNOWLEDGEMENT
We the researchers would like to express our sincere gratitude and
appreciation to the following:
To our family, friends and relatives for helping us physically, mentally,
financially and spiritually while doing this case study. We are grateful
because without their help and support we will not be able to accomplish
this case study.
To our Professor Mr. Dennis Palustre for helping, guiding and giving us
advices in the process of making this case study without his help we also
can't accomplish this case study.
To Mrs. Jhoe-ann Trixie B. Manito the owner of JATBM Computer
Enterprise and to her staffs who accompanied and accommodated us in her
business while doing our case study. Also, in trusting us about the
information she has given us and for believing that we can finish this case
study.
To our Almighty God, we are grateful to you for giving us strength
and faith that we can accomplish this case study.
III
Cainta Campus
DEDICATION
We researchers humbly dedicate this case study to the following:
To our families, friends, classmates and relatives who inspired and
believed in us.
To our Professor Mr. Dennis Palustre who guided and believed in us in
the process of making this case study.
To our Almighty God who keeps on giving us strength in doing this case
study.
IV
Cainta Campus
Table of Contents
I. Problem Statement……………………………………………………...1
II. Case Background……………………………………………………….2
III. Objective of the study…………………………………………………...3
IV. Areas of Consideration (SWOT Analysis) ……………………............9
V. Alternative Course of Action (ACA)…………………………………..11
VI. Recommendation………………………………………………………14
VII. Conclusion...…………….……………………………………………...15
VIII. Reference……………………………………………………………….31
Appendices
Appendix #1 JATBM Computer Enterprise Owner………………….………16
Appendix #2 Logo……………………………………………………………...17
Appendix #3 Location……………………………………………...…….........18
Appendix #4 Skilled Staff……………………………………………….......…19
Appendix #5 Affordable Products………………………………………….....20
Appendix #6 Accommodating Staff…………………………………………..21
Appendix #7 Insufficient High Ends Specs of Computer……………………22
Appendix #8 The Location of the Store is Discrete …………………………23
Appendix #9 Insufficient Space for Parking Lot………………...…...………24
Appendix #10 Near Shopping Malls………………………………………….25
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Cainta Campus
Appendix #11 Technological Advancement…………………...………….…26
Appendix #12 Near Schools………………………………….….……………27
Appendix #13 Heavy Traffic………………………………….………….……28
Appendix #14 Presence of Competitors inside of Sta. Lucia Mall…………29
Appendix #15 Natural Calamity……………………………………………….30
VI
Cainta Campus
I. Problem Statement
“Ineffective Marketing Strategy of JATBM Computer Enterprise
Resulting to Unattractive to the Customers.”
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Cainta Campus
II. Case Background
Ms. Jhoe-ann Trixie B. Manito started her business 4 years ago
which was on January 2015, her business started running using 1 Million
cost of 2nd Hand Computers and Computer Parts that are from Korea. The
JATBM name of her business came from the initials of her name. (See
Appendix #1 - 2, Page 16)
The JATBM Computer Enterprise is an Electronics Business
Retailers in Cainta Rizal. Specifically located in #8002 Felix Avenue Brgy.
San Isidro, Cainta, Rizal near at Sta. Lucia Mall and ABE International
Busses College Cainta - Campus. (See Appendix #3, Page 18)
They are selling CCTV and Computer parts like desktop, system
unit, AVR and other peripherals. Most of their items are second hand; but
they are also selling brand new items, parts and accessories of a computer
that are from Korea and all are in good condition/good quality. They are
also fixing software and hardware, also they are repairing damaged
computer parts.
Their marketing strategies are technically weakening and this
causes customer base is running low. This difficulty is the current problem
that the JATBM Computer Enterprise facing and also need a best solution
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Cainta Campus
III. Objectives of the Study
The objective of this case study is to improve the marketing
strategy and to give the customers satisfaction.
By producing alternative courses of action and establishing a
better advertisement that can help the business enterprise to maximize its
product trends and knowledge to the customer base and taste at JATBM
Computer Enterprise.
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Cainta Campus
IV. SWOT Analysis
STRENGTHS
 Skilled Staff
The staff in JATBM Computer Enterprise know their duties and
responsibilities. Employees are trained to trouble shoot, assemble, repair
and fix computer damages either software or hardware. (See Appendix #4,
Page 19)
 Affordable Products
The JATBM products are from Korea and they are selling it on low
price, brand new and second-hand computers and electronic parts. It is
affordable and very reliable although it is not on the trending and more
advance to the latest upcoming computers. (See Appendix #5, Page)
 Accommodating Staff
The staff of JATBM Computer ad CCTV Enterprise was pleasant,
friendly and accommodating to the customers. They are easy and light to
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Cainta Campus
talk to. They know how to communicate well to their customers that even
though they are busy, they will still accommodate you. (See Appendix #6,
Page 21)
WEAKNESSES
 Insufficient High Ends Specs of Computer
The consumers nowadays want a high ends specs computer for a good
performance of the computer and because it's the current ongoing trends
but JATBM does not have enough stock of it. (See Appendix #7 Page 22)
 The Location of the Store is Discrete
The location of their business is not noticeable because people usually
pass by their store without noticing it because it’s in the corner of the facility.
Its location has a disadvantage because compare to the same business
who are inside of Sta. Lucia Mall. JATBM Store is not that popular/known.
(See Appendix #8 Page 23)
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Cainta Campus
 Insufficient Space for Parking Lot
The space they occupy inside is enough already to accommodate more
than 20 people but since their business is just small the space for parking
lot is not enough compared to others business. (See Appendix #9, Page
24)
OPPORTUNITIES
 Near Shopping Malls
They are located near Sta Lucia Mall East and Robinsons Metro East
where there is a continuous development of residential and commercial
establishment. They are also near to the major crowded people. It will
eventually lead to higher potential customer. (See Appendix #10, Page 25)
 Technological Advancement
Their retailing store may attract customers cause their product is from
Korea both brand new and second-hand computers and computer parts.
Since a lot of customers believes that products from other countries have
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good qualities and are more reliable their product can attract customers by
that. (See Appendix #11, Page 26)
 Near Schools
Their location has an advantage to other business because they are
near to the schools. Their business has a big chance of being notice and
known with the students because they can just walk the distance when they
want to visit/browse the store. (See Appendix #12, Page 27)
THREATS
 Heavy Traffic
Traffic in Tropical a is widespread in every place including Marikina City.
The people will think twice before going to JABTM Computer Enterprise
because of the heavy traffic that they might experience at the time of 5:00
pm. (See Appendix #13, Page 28)
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Cainta Campus
 Presence of Competitors inside of Sta. Lucia Mall
Since today Sta. Lucia Mall is only known and trusted implants company
and it is the main attraction and there are loads of competitors that
commonly selling computer parts. (See Appendix #14, Page 29)
 Natural Calamity
Flood is the common type of calamity that Cainta, Rizal encounter,
basically when rainy season hits there are possibilities that there will be
storm and there’s a chance that the JATBM will be affected. (See Appendix
#15, Page 30)
8
Cainta Campus
V. Alternative Course of Action
ACA #1 Focus on Customer Demand
Advantages
Dealing customer demands like retailing brand new high ends specs of
computers can attract more customers and their feedbacks will help JATBM
to deal their set of goals.
Latest trending products would solve the customers demands and it will
make the customer prefer the JATBM Computer Enterprise for the
affordable prices.
Reliability of products and services is topmost, often because the
customer’s operations depend on it. These customers will always choose
the most reliable offerings over those with the lowest price.
Disadvantages
Small business like JATBM Computer Enterprise have to be smart
about choosing reliable suppliers when it comes to availing products like
trending and high-ends computers.
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Cainta Campus
Expensive products that have good specs are better to retail but could
be a risky move because those kinds of products are pricey.
The products they will avail and sell could have a possibility of not being
sold easily because JATBM need the most reliable information of the
costumer’s demand and their opinion of what they want to buy.
ACA # 2 Creating an Account through Online Shopping Sites
Advantages
A lot of people are using social media nowadays, that is why an online
selling/retailing is popular on the internet and can make the business
increase the profit.
It will be easier if they use online marketing tools to target new
customers and could be manageable to what customers will purchase also
because they can inquire online on the internet and so on.
They can adapt the knowledge about the costumer reviews and
improvise their strategies to the other selling/retailing shop on how they deal
their customers.
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Cainta Campus
Disadvantages
The JATBM Computer Enterprise is a small business that is why there
are possibilities that they can't sell well to the online selling website because
of bigger businesses that have same product.
Selling online could be hard at times due to the bogus buyers who only
order things but don't purchased what they have ordered those people are
every online sellers’ weakness because they're delaying and wasting time
of the seller.
Lack of shop assistants. In the online store, customers usually buy with
total autonomy or rather in total loneliness. The company staff does not
advise, suggest or guide them in the purchase path. Fortunately, today it
is possible to overcome this limit through the live-chat, a tool that has now
become indispensable for e-commerce because it provides instant help to
customers, both in terms of site navigability and usability, and pre- and
post- sale.
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Cainta Campus
ACA #3 Distributing Fliers and other peripherals in Crowded Area
Advantages
The distributing fliers or other peripherals in a crowded and busy area
might attract customer who are passing by JATBM store.
It’s Affordable and Hassle-free to make Fliers it’s not time consuming
and can make the costumers browse their products.
Therefore; the consumer may approach the staff and also ask them if
they have a few questions about the JATBM products.
Disadvantages
They would be needing a staff to assign and give a flier to the people
who passing by the front of the store, but as we observe JATBM there are
4 staff that working and busy inside troubleshooting computer parts.
Easily dismissed by some customer and disregard flyers due to their
simple nature. It is also a well-known truth that many people don’t even
read the information contained in the flyers or they will read it for few
seconds then throw them away.
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Cainta Campus
Other marketing materials lacks long term impact on customers just like
any other marketing methods, a consumer can be convinced and buy a
product after which he/she will not use or keep for example fliers are not
like television advertisement where a product is regularly advertised
making consumers to get used to the product.
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VI. Recommendation
The researcher recommends Alternative Courses of Action no.1 Focus
on Customers Demand and Alternative Courses of Action no.3
Distributing Fliers and other peripherals in Crowded Area. That will help
the business to become an effective marketing strategy resulting of increase
of customers base and profitable outcome. Among the Alternative Courses
of Action, ACA #1 and ACA #3 is the easiest way to implement rather than
ACA #2 which requires more process and approval of the management.
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VII. Conclusion
Thus; Establishing a better and reliable advertisement and being focus
on customers demand and taste, the customer base or feedbacks will help
the JATBM Computer enterprise to provide a good strategy and will make
attracted to the customers.
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APPENDICES
Appendix # 1
JATBM Computer Enterprise Owner
Jhoe-ann Trixie B. Manito
16
Cainta Campus
Appendix # 2
Logo
17
Cainta Campus
Appendix # 3
Location
Near Sta. Lucia and ABE International Business College
18
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Appendix # 4
Skilled Staff
19
Cainta Campus
Appendix # 5
Affordable Products
20
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Appendix # 6
Accommodating Staff
21
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Appendix # 7
Insufficient High Ends Specs of Computer
22
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Appendix # 8
The Location of the Store is Discrete
23
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Appendix # 9
Insufficient Space for Parking Lot
24
Cainta Campus
Appendix # 10
Near Shopping Malls
25
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Appendix # 11
Technological Advancement
26
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Appendix # 12
Near Schools
27
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Appendix # 13
Heavy Traffic
28
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Appendix # 14
Presence of Competitors inside of Sta. Lucia Mall
29
Cainta Campus
Appendix # 15
Natural Calamity
30
Cainta Campus
References
https://www.google.com/maps/search/jatbm+computer+enterprise/@14.617
0051,121.1004357,17.33z (JATBM COMPUTER ENTERPRISE PICTURE)
https://www.google.com/search?q=sta+lucia+mall+flood&rlz=1C1CHBF_en
PH832PH832&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj68Z-
tyZ_hAhWVH3AKHYD6DAAQ_AUIDigB&biw=1600&bih=799#imgrc=YPSotk
NlH3yVWM: (STA. LUCIA PICTURE)
https://www.google.com/search?q=icct+cainta+branch&rlz=1C1CHBF_enP
H832PH832&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiji-
WAyp_hAhUJZt4KHe1wAKMQ_AUIDigB&biw=1600&bih=799#imgrc=1zi7vz
8hAYdTIM: (ICCT PICTURE)
https://www.google.com/search?rlz=1C1CHBF_enPH832PH832&biw=1600&
bih=799&tbm=isch&sa=1&ei=L_yZXOW0F8KDoATOtY-
wDA&q=informatics+cainta&oq=informa&gs_l=img.1.0.0i67l3j0l2j0i67l2j0l3.
48008.51053..52187...0.0..0.136.808.3j4......0....1..gws-wiz-
img.....0.pc8DmHNguWs#imgrc=V2ZC7mN3rB3b4M: (INFORMATICS
PICTURE)
https://www.google.com/maps/@14.6173772,121.101588,3a,75y,261.93h,87.
03t/data=!3m6!1e1!3m4!1smPkKZaAcb0i8c6IiI8nYIw!2e0!7i13312!8i6656
(JATBM PARKING LOT PICTURE)
31

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ABE International Business College

INEFFECTIVE MARKETING STRATEGY OF JATBM COMPUTER

ENTERPRISE RESULTING TO UNATTRACTIVE TO THE CUSTOMERS.

A Case Study Proposal

Presented to the Faculty of

ABE International Business College

of the Requirements for the Subject of

INQUIRIES, INVESTIGATION AND IMMERSION

Mapalo, Lynel Joy

Mirador, Neil Jasper

Valencia, Arch Robby

Accepted and Approved in Partial fulfillment for the Subject of INQUIRIES,

INVESTIGATION AND IMMERSION.

MAILA KAZEL U. CINCO AILEEN CASERO

College Dean School Director

This Undergraduate Case Study entitled “INEFFECTIVE MARKETING

STRATEGY OF JATBM COMPUTER ENTERPRISE RESULTING TO

UNATTRACTIVE TO THE CUSTOMERS.” Prepared and submitted by

requirements for the subject of Inquiries, Invetigation and Immersion is

We the researchers would like to express our sincere gratitude and

appreciation to the following:

To our family, friends and relatives for helping us physically, mentally,

this case study.

can't accomplish this case study.

To Mrs. Jhoe-ann Trixie B. Manito the owner of JATBM Computer

Enterprise and to her staffs who accompanied and accommodated us in her

To our Almighty God, we are grateful to you for giving us strength

and faith that we can accomplish this case study.

We researchers humbly dedicate this case study to the following:

To our families, friends, classmates and relatives who inspired and

To our Professor Mr. Dennis Palustre who guided and believed in us in

the process of making this case study.

II. Case Background……………………………………………………….2

III. Objective of the study…………………………………………………...3

IV. Areas of Consideration (SWOT Analysis) ……………………............9

V. Alternative Course of Action (ACA)…………………………………..11

Appendix #1 JATBM Computer Enterprise Owner………………….………16

Appendix #4 Skilled Staff……………………………………………….......…19

Appendix #5 Affordable Products………………………………………….....20

Appendix #6 Accommodating Staff…………………………………………..21

Appendix #7 Insufficient High Ends Specs of Computer……………………22

Appendix #8 The Location of the Store is Discrete …………………………23

Appendix #9 Insufficient Space for Parking Lot………………...…...………24

Appendix #10 Near Shopping Malls………………………………………….25

Appendix #11 Technological Advancement…………………...………….…26

Appendix #12 Near Schools………………………………….….……………27

Appendix #13 Heavy Traffic………………………………….………….……28

Appendix #14 Presence of Competitors inside of Sta. Lucia Mall…………29

Appendix #15 Natural Calamity……………………………………………….30

“Ineffective Marketing Strategy of JATBM Computer Enterprise

Resulting to Unattractive to the Customers.”

II. Case Background

Ms. Jhoe-ann Trixie B. Manito started her business 4 years ago

Appendix #1 - 2, Page 16)

The JATBM Computer Enterprise is an Electronics Business

Retailers in Cainta Rizal. Specifically located in #8002 Felix Avenue Brgy.

Busses College Cainta - Campus. (See Appendix #3, Page 18)