Initial Draft of the

Marketing Plan
A Partial Requirement in Principles of Marketing

Carcer, Nicole
Forbes, Anju M.
Jaime, Leinard Mark P.
Cruz, Carmela A.
Mercado, Sunrace E.
Samaniego, Mark Vincent E.
Anzures, Francheska Antoinette G.
Litao, Erick Iverson B.
Ofrecio, Neil Lorenzo D.
2. Current Marketing Situation

a. MACROECONOMIC FORCES

I. Social, Cultural, Demographic and Environmental Forces

This macroeconomic force refers to the surrounding area of the business, the culture or how the
people inside the business and people related to the business and demographics for the population itself.

Dr, Litao’s Learning School Inc. is located at 0011 Sta. Ana, Bulakan, Bulacan. The school is
near a public market and is enclosed by different establishment; it is also near a dirty river which may
bring hazards and threat of mosquitoes. On the positive side, the area is not prone to floods due to its
high elevation.

The school only occupies kindergarten students up to elementary students, which makes the area
lively due to the presence of children. The students here are very polite, kind, have proper discipline, and
God-fearing. The teachers are full of enthusiasm to match the energy of the students. The students have a
culture of greeting the principal and staffs whenever they enter the campus or leave the school ground.
The culture is very kind and it is very serene.

This school is still a small business compared to the other school that surrounds them. The young
demographic of Bulakan is high but unfortunately, the population count of Dr. Litao’s is quite small.
These disadvantages is utilized by Dr. Litao’s for easier focus to the learning of the students and track the
progress of each and every student since there are only 92 students.

II. Political, Legal, and Governmental Forces

This force focuses on the compliance of the school to the regulatory and standards of the
Department of Education (DepEd). It also pertains to the compliance to the permits needed for the
business to be on operation.

Dr, Litao’s Learning School Inc. is complete in all permits of the DepEd, these permits are
displayed in the office of the principal so that anyone can see that they are following the regulation. When
the K-12 curriculum is implemented to the schools, Dr Litao’s is not totally affected but just a slight
change to the curriculum for the primary level since they do not have senior high school department.
Another advantage utilized by Dr. Litao’s is that the principal is a former superintendent and is familiar to
the ways and regulations for establishing a school, thus, she knows what are needed and what to do to
comply.
 The school was also checked and inspected by the people from DepEd, to check if they are
complying with such regulations, and the school passed the inspection and they are approved to establish
the school and continue its operations.

III. Economic Forces

This force pertains to the factors in the economy and how it affects the business itself.

The tuition fee of Dr. Litao’s is Php 17,000.00 compared to the schools around them which is
more expensive. The tuition fee in Dona Trinidad Mendoza Institute is Php 20,000.00 and in Bulacan
Montessori School Inc. is Php 26,320.00, and for Bulacan Central Christian School is Php 20,000.00.
This shows that Dr. Litao’s has a lower tuition fee which makes it affordable to the public which makes it
a good choice for parents wanting to enroll their child in private school but has a low budget.

IV. Technological Forces

The technological force pertains to how the technology affects the business into requiring them to
adapt for the improvement of the service they are offering.

The school of Dr. Litao’s uses a few technologies for the better of its students. The school has one
aircon per room and one or two electric fans for the comfort its students. Even though they do not have
TV monitors to help the learning process of the students through audio-visual presentations like other
schools, they have a projector available for any school activity. The only TV monitor in the school is
found in the principal’s office. They also have water dispensers in which the students can get free water
for their needs.

Other types of technology like an audio-visual room, TV monitors for each classroom, etc. are
now a necessity for the learning of the students and the school is far from providing such needs but they
have the basic necessities. This force is one factor why the school is quite inferior compared to their
competitors.
 V. Competitive Forces

This external force is one the major force affecting the business itself, it refers to the rivalry of the
business to its competitors.

In 2004, Dr. Litao’s Learning School Inc. officially opened a primary school but their location is
not ideal for they have a lot of competitors in the area. There are many big private schools around it like
Assumpta Academy with 1,047 students, Bulacan Montessori School Inc. that has 839 students, Bulacan
Central Christian School that has only 292 students and the last one is Dona Trinidad Mendoza Institute
that has 336 students. The other schools have a bigger campus grounds and more sounding scholarship
programs with achievements backing the school.

Such factors determine that the other schools are very strong in terms of marketing and in how
they gather their potential students. This existing rivalry is already high and to top all of those, right in
front of Dr. Litao’s is a big public school that has a lot of population count. The competition in the area is
way too big and tense for a small school to start but they are still trying to keep their business open and
grow even further.

VI. External Factor Evaluation (EFE)

Legend for EFE Rating Total Weighted Rating

Highly Taking Advantage 4 3.26-4.00
Moderately Taking
3 2.51-3.25
Advantage
Slightly Taking
2 1.76-2.50
Advantage
Not Taking Advantage 1 1.00-1.75
External Factors for Commissioned
Business Dr. Litao’s Learning School Weight Rating Weighted Rating
Inc.
1. Weather and Climate 9.00% 1 0.09
2. Department of Education
6.00% 3 0.18
Regulatory Requirements
3. Competitiveness Over Other
14.00% 1 0.14
Schools
4. Nearby Business 11.00% 2 0.22
5. Emerging Technology 5.00% 1 0.05
6. Young Demographic 12.00% 3 0.36
7. Traffic in the Area 8.00% 2 0.16
8. Reputation to the Parents 20.00% 3 0.60
9. Health Policies 15.00% 2 0.30
Total 100.00% 2.1
 By looking through every factor, it is noticeable that the biggest factor is the reputation to the
parents. The school is only an elementary school and the main decider if a child will go into a school is
the parents, and if the reputation to the parents is bad then the school will have no enrolees, thus, the
authors make the weight of the reputation as the biggest which is 20%. The lowest will be the emerging
technology since it is not totally and directly affecting the school in all and every aspect, thus, the weight
is only 5%.
Total weighted rating is 2.1, which means that Dr. Litao’s Learning School Inc. is only at Slightly
taking advantage of the external forces.
One possible reason why the school is only at slightly taking advantage is because they are not
fully knowledgeable on how to utilize the external factors to their advantage, and the fact that they are
new to the industry. Once they learn and covered the basic of utilizing external factors, such advantage
will grow.

B. INDUSTRY ANALYSIS

I. Michael Porter’s Five Forces Evaluation

 II. Competitive Profile Matrix

Legend for CPM Rating Total Weighted Rating

Major Advantage and
Differentiating Factor
Major Advantage
Moderate Advantage
Slight Advantage
4 3.26-4.00
3 2.51-3.25
2 1.76-2.50
1 1.00-1.75

Commissioned Competitor B:
Competitive Profile Matrix for Dr.
Business: Competitor A: Bulacan
Litao’s Learning School Inc. and Two
Dr. Litao’s Learning Assumpta Academy Montessori School
Competitors
School Inc. Inc.
Competition
Factors and
Weighted Weighted Weighted
Expected Weight Rating Rating Rating
Rating Rating Rating
Competitive
Advantages
1. Use of Emergent
20.00% 1 0.2 4 0.8 3 0.6
Technology
2. Facilities and
10.00% 2 0.2 4 0.4 3 0.3
Laboratories
3. Vision for the
10.00% 2 0.2 3 0.3 4 0.4
Students
4. Community
5.00% 2 0.1 3 0.15 4 0.2
Engagement
5. Achievement of
10.00% 2 0.2 4 0.4 3 0.3
the School
6. Scholarship
Programs and 5.00% 1 0.05 4 0.2 3 0.15
Opportunities
7. Spiritual
Programs and
10.00% 1 0.1 2 0.2 3 0.3
Value-Formation
Activities
8. Affordability of
5.00% 4 0.2 1 0.05 2 0.1
Tuition Fee
9. Population of
5.00% 2 0.1 4 0.2 3 0.15
School
10. Quality of
20.00% 2 0.4 4 0.8 3 0.6
Education
Total 100.00% 1.75 3.50 3.10
It is evident that the commissioned business is far inferior compared to its competitors.

In the education industry, the quality is the main factor, thus, it has the heaviest weight which is
20% alongside the usage of emergent technology. The fact that the generation is in the 21st century,
traditional teaching will not bring out the potential of each and every student, that is why usage of
technology to incorporate it is one of the factors that affects the quality of service in education.

The possible reason why the commissioned business is losing the competition is because of the
lack of facilities and area for the improvement of the quality of education. Most of the factors written
above are fully utilized if the resources are used and applied like area and location, which the school
clearly has no access to. The other factors require resources like money which the school has limited
access which serves as a hindrance to the full utilization and improvement. Another is that the school is
just new to such industry which makes them lack experience. Time will be the greatest factor for the
school to win the competition once they fully realize and learn how to utilize every factor into their own
favor.

C. Internal Environmental Analysis

I. History

2004 – Starting in 2004, the school was still paying for rent in a building in Daang Estacion San Jose,
Bulakan, Bulacan. That time, the rooms for the Nursery, Kindergarten, and Preparatory students are still
under construction in Sta. Ana Bulakan, Bulacan. The school only has 1 teacher and 11 students in that
year.

2005 – In this year, they have already moved in to the building they have been building last year. The
school decided to accept Grade 1 students for this year. But due to lack of availability of rooms, the
school decided to use different shifting in class hours for Nursery, Kindergarten, Preparatory, and Grade 1
Students. The school now has 3 teachers for this year, the 2 are children of Dr. Litao and the 3rd one has
been hired. They already have 21 students during this year.

2006- The school added 2 classrooms and that is when they have also built a second floor for the school.
They accepted Grade 2 and 3 students during this year. The Kindergarten students now have their own
classroom. The 3 teachers remain in number and the school now has 30 students.

2007 – Every year, the school administrators apply for permit in the DepED. The Pre-School has now
been recognized that is why the administrators need not to pay for the permit and renew every year for the
pre-school students. The school did not earn more students for this year because of the competitors.

2008- The school accepted Grade 4 students in this year. It also gained an estimation of 40 students. They
also hired a new teacher thus; the school has 4 teachers during this time.
2009- In this year, the school now has Grade 5 and 6 students. They have built another 2 additional
rooms. The number of students in this year still remains just like last year.

2010 & 2011- The highlight for the school during this year is when the Department of Education has now
recognized the school from Grades 1 to 6. The school needs not to renew the permit every year in the
DepED. The school successfully gains 64 students this year.

2012 – The school now has 80 students and 6 teachers.

2013-now – The school has gained 92 students up to now. The capacity of each classroom available in the
school is just 20 students. The number of students remained constant since the school is facing problems
regarding the land ownership. But amidst circumstances, the school is still doing its best to provide
quality education and improve its facilities through repainting, adding new designs in the school
premises, etc..

II. Company Background of Dr. Litao’s Learning School Inc.

Dr. Litao’s Learning School is a non-sectarian school found in Sta. Ana, Bulakan, Bulacan. The
school is a private elementary school, offering education for Kindergarten 1 and 2 and Grades 1 to 6.
They are part of the private education industry that wants to educate under the standard and regulations of
the Department of Education alongside Assumpta Academy, Bulacan Montessori School Inc., etc. in the
same area.

Their primary target market are children ages 5-12 that needs primary education in Barangay Sta.
Ana in Bulakan. Secondary target market are children ages 5-12 that need primary education from nearby
Barangay in the town of Bulakan. Tertiary target markets are children ages 5-12 that need primary
education from nearby towns.

The school is currently struggling with its financial status. Aside from the financial, they are also
struggling with their competition for they are right in front of a big public school, Gregorio Del Pilar
Elementary School. People are also stereotyping the school for the owners are part of Iglesia ni Cristo and
the people are saying that the students are all INC amidst the fact that they are non-sectarian and the
claims are not true, which affects the image of the school.

Amidst the struggles in financial status, the income is still enough to keep the business alive and
going in the near future.

The school wants to educate their students based on their vision and mission.
 Vision

A school that develops children who are morally upright, excellence-oriented, globally
competitive, functionally literate, socially responsible, highly skilled in info technology, God fearing
imbued with values and goal achievers.

Mission

Dr. Litao’s Learning School offers to every child quality basic education service for the
maximum development of his/her potentials, values and skills to allow him/her to actively participate in a
globally competitive and fast changing environment.

III. Organizational Chart

Dr. Gloria L. Litao

(Principal/Administrator)

Josielene L. Ladrillo
President

Erickson L. Litao
Vice President

Milagros L. Valdez
Secretary

Glenda L. Litao
Treasurer

Emerson L. Litao
Member
Teachers Security/Maintenance

Cynthia G. Dela Cruz Aleli Dayaw Ramon Delos Reyes

Rosadel M. Salazar Aylowin B. Salvador
Zuzaine S. Hernandez Mirasol Santos
Ria S. Santos
IV. Internal Factor Evaluation (IFE) matrix

Legend for CPM Rating Total Weighted Rating

Major Internal Strength 4 3.26-4.00
Moderate Internal
3 2.51-3.25
Strength
Slight Internal Strength 2 1.76-2.50
Not an Internal Strength 1 1.00-1.75
Internal Factors for Commissioned
Business Dr. Litao’s Learning School Weight Rating Weighted Rating
Inc.
1. Selection of Teachers, Professors,
20.00% 3 0.6
and Instructors
2. Amenities and Functional Areas 5.00% 1 0.05
3. Laboratories and Other Learning
Areas aside from Standard 5.00% 1 0.05
Classrooms
4. Proper Scheduling of Activities,
10.00% 2 0.2
Co-curricular Activities
5. Orderliness, Safety, Security, and
20.00% 2 0.6
Maintenance
6. Innovation 20.00% 2 0.4
7. Ethical Works and Standard of
10.00% 3 0.3
Work Ethics
8. Location on Geographical Map 10.00% 1 0.2
Total 100.00% 2.4

Looking at all the weighted internal factors of the commissioned business, the lowest weighted
internal factor are the Amenities and functional areas, and also the Laboratories and other learning areas
aside from standard classrooms, because during the survey, the authors found that there are a lot of things
that needs to be improved. That is why the weight is only 5% and 1 point in the ratings, while in the
proper scheduling of activities, ethical works, and in the location on the geographical map the authors
gave 10% in weight and gave 2 points in the ratings except in their ethics, because base on the
observation, they are already practicing and starting to excel in those things but because of the small place
that they have and not so popular like their competitors, the strength is not totally evident.
 In the selecting of teachers, innovation, and security we gave 20% weight while 3 points in the
ratings, because in terms of these 3 things they are so aware and very cruel with the said things, cause as
what they said during the interview they want the best for their students even though they are just a
beginner in this kind of business.

Their total weighted rating, they got 2.40 which is slight internal strength, because as what was
observed and heard from them, they are just starting and continuing in innovation for them to get a huge
population of students in the next generation.

3. Product and Service Analysis

A. Product Mix or Product Assortment

PRODUCT AND
PRODUCT LINES PRICE
PRODUCT VARIANTS
Kindergarten 1 Php 17,000.00
Kindergarten
Kindergarten 2 Php 17,000.00
Grade 1 Php 17,000.00
Grade 2 Php 17,000.00
Grade 3 Php 17,000.00
Primary Education
Grade 4 Php 17,000.00
Grade 5 Php 17,000.00
Grade 6 Php 17,000.00

Product Mix:

Kindergarten 1 and 2, Grade 1, Grade 2, Grade 3, Grade 4, Grade 5, and Grade 6

Product Lines:

Kindergarten and Primary Education

Product Width: 2

Product Length: 8

Product Depth:

Kindergarten- 2

Primary Education- 6

Product Consistency:

It is highly consistent since all of those are offered in the same area or location and offered by the same
school. They are all offers as a service for education.
 B. Comparative Marketing Mix

Commissioned
Competitor B:
Business: Competitor A:
MARKETING MIX AREA Bulacan Montessori
Dr. Litao’s Learning Assumpta Academy
School Inc.
School Inc.
Kindergarten
a. Kindergarten 1
Kindergarten Kindergarten
b. Kindergarten 2
a. Kindergarten 1 a. Kindergarten 1
Primary Education
b. Kindergarten 2 b. Kindergarten 2
a. Grade 1
Product Basic Education Basic Education
b. Grade 2
a. Elementary a. Elementary
c. Grade 3
b. Junior High School b. Junior High School
d. Grade 4
c. Senior High School c. Senior High School
e. Grade 5
f. Grade 6
Php 24,433.27 for
Kindergarten 1 and 2
Php 28, 571.09 for
Grade 1 and 2
Php 28,631.09 for
Php 17,000.00 for a Php 26,230 for a year
Grade 3
year level (books level (books included).
Php 30,582.20 for
included). Price is the Prices are the same
Grade 4-6
same from from Kindergarten 1 to
Price (books included)
Kindergarten 1 to Grade 6. The tuition is
Grade 6. It very quite high but lower
affordable compared than Assumpta
to other competitors. Academy.
Their prices are very
costly compared to the
other schools; in fact
they have the highest
tuition fee in the area.
It is located Along the
It is located Along the It is located Along the
main road of Sta. Ana,
main road of San Jose, main road of Sta. Ana,
Bulakan, Bulacan.
Bulakan, Bulacan. Bulakan, Bulacan. Just
Place The campus ground is
The campus is quite big a few steps away from
quite hidden from plain
and right next to a the commissioned
sight and the area is
church. business.
quite small.
Using flyers, giving it
in public places like wet
market. They use flyers, putting They use tarpaulins,
Promotion Putting tarpaulins in tarpaulins and flyers and Social Media
street post around the utilization of social particularly Facebook.
area and in front of the media sites.
school.
People Teachers, guards, The staffs are Teachers, guards,
 staffs, principal, and approachable except staffs, principal and
administrators. the guard of this administrator. Only the
All of them are found school. guards are
to be very approachable, the rest
approachable, are very strict.
productive, and
courteous.
The staffs are very
The staffs are Before you enter, you
approachable in which
approachable in which should fill-up the
they can easily guide
they can guide you visitor’s attendance.
you around the school
Processes when you need to When the authors are
if needed.
roam the campus and gathering information,
Have a proper system
they also have a front they are only allowed
due to the small
desk for visitors. in the front desk.
population.
White polo and blouse,
White polo and blouse, blue pants and skirts,
White polo and blouse,
green pants and skirts uniform is like the
Physical Evidence gray pants and skirts
for the uniform other catholic school
Logo
Logo like La Consolacion
Logo
They allow the
No information was No information was
students to choose
gathered due to limited gathered due to limited
what food they want to
information given to information given to
eat for lunch and they
Personalization the authors. the authors.
will cook it for them.

4. Comparative S.W.O.T. Analysis

Comparative SWOT
Commissioned Business Competitor B:
Analysis for Dr. Litao’s Competitor A:
Dr. Litao’s Learning School Bulacan Montessori
Learning School Inc. and Assumpta Academy
Inc. School Inc.
Two (2) Competitors
Strength
1. Quality Education 3 4 4
2. Relationship with
4 4 4
Parents
3. Vision for the Students 4 4 4
4. Affordable Tuition Fee 4 2 3
5. Experienced
4 4 4
Administrators
6. Compliance to the
Guidelines and Standards 4 4 4
of DepEd
Weakness
1. Small Campus Ground 1 4 4
2. Lack of Employees 1 4 4
3. Disadvantageous
1 4 3
Location
4. No/Little Relationship
1 4 4
with Other Schools
5. Lack of Facilities 1 4 4
6. Lack of Scholarships 1 4 4
7. Little Brand Equity 1 4 3
8. Safely and Security 1 4 4
Opportunities
1. Young Population in
4 4 4
the Area
2. Near the Residences 4 4 4
Threats
1. Existing Rivalry 1 4 3
2. Stereotyping of Other
1 3 3
People
3. Surrounding Area Unfit
1 3 3
for Education
Total

The comparative SWOT analysis shows how the commissioned business is compared to its
competitors. The factors used by the authors are the factors found and are highly evident in the
commissioned business. However, due to the limited information gathered from the competitors, the
authors use assumptions, observation from the outside area and while walking through parts of the
campus ground, and reliable information that is available from various sources like people from the said
school.

In the strength part of the SWOT, the authors included the factors found to be affecting the
conduciveness and the quality of education in a school’s environment. The strengths of the commissioned
business are almost the same with the two competitors since they are the staple and basic necessities for
the operation of a school. The strengths are not totally unique but they are factors that can be used by the
school to keep itself in the competition with the leading private schools for primary level in Bulakan,
Bulacan.

The weaknesses are the internal factors that are found to put the business in a disadvantageous
position. The authors found many weaknesses that highly affects the operation. One highly evident factor
affecting the business is the location. The school is located in a very small ground and one may not think
that it is an elementary school, one can easily failed to notice the location. The location is also found in
front of a huge public school, and near 3 private schools. Since the school is small, they are lacking
employees like teachers and maintenance. They also have very little connection with the administration of
the other schools and relationship is a very important necessity in the business world. Due to the small
space of the school, facilities are lacking and the school cannot cater to all the needs of elementary
students for their learning.

The opportunities are very straightforward, Bulakan is full of young population that needs
education and that the location of the schools is near the residences of those people.

Threats to the school is the location, since they are right next to the wet and dry market of
Bulakan and they are near a dirty river in which they can be prone to diseases. Another is the stereotyping
of the people to the school since the owners and administrators are part of Iglesia ni Cristo and the people
thinking that all its students are also INC amidst the fact that the school is non-sectarian, thus, affecting
the image of the school.

5. Marketing Objectives

A. Sales Objectives

I. Current Sales

Number of Students: 92
X Tuition Fee: Php 17,000.00
---------------------------------------------------
Total Sales: Php 1,564,000.00

II. Projected Sales (School Year 2020-2021)

Number of Students: 110

Tuition Fee: Php 17,000.00
---------------------------------------------------
Total Sales: Php 1,870,000.00

The total sales are totally dependent to the number of students and by raising the number of
students, the total sales will also increase. Through the collective efforts and marketing strategies to be
implemented, the target total sales are Php 1,870,000.00, assuming that no factors will force the school
into raising their tuition fee in the near future.

C. Current Market Shares

CURRENT MARKET SHARE

Dona Trinidad Dr. Litao's Learning
Mendoza Institute School Inc.
13% 4%

Bulacan Central
Christian School
11% Assumpta
Academy
40%

Bulacan
Montessori School
Inc.
32%

The following market share is just an estimate based on the data gathered from the private schools
near the commissioned business. It is very evident that the market share of Dr. Litao’s Learning School is
inferior compared to the population of other schools. Since Dr. Litao’s has a lot of shortcomings, it is not
popular to the parents around the school and it is understandable that they trust the other big schools due
to their brand equity and the facilities they can offer. In the education industry, attribute positioning,
facilities offered, scholarships and population count are the factors parents are looking for amidst the high
tuition fee of the schools.

Dr. Litao’s population count is 92 compared to the 1047 of Assumpta Academy, 839 of BMSI,
292 of BCCS, and 338 of DTMI.
B. Projected Market Share

PROJECTED MARKET SHARE BY S.Y. 20-21

Dona Trinidad Dr. Litao's Learning
Mendoza Institute School Inc.
13% 4%

Bulacan Central
Christian School
11% Assumpta
Academy
40%

Bulacan
Montessori School
Inc.
32%

With the effort of marketing strategies and different approaches to win the competition, by the
school year 2020-2021, the population count of Dr. Litao’s is expected to reach 110 students, it is a slow
start but it is still progress. If the increase will continue, the growth will be exponential.

Profit Objective

a. Current Profit

Revenue

Total Sales Php 1,564,000.00 1,564,000.00

-------------------------------------------------------------------------

Expenses
Salaries Expense Php 1,084,000.00

Benefits Expense 155,000.00

Utilities Expense 145,000.00

Operation Expense 15,000.00

Supplies Expense 10,000.00

License Expense 16,000.00 (1,425,000.00)

-------------------------------------------------------------------------

Net Income Php 139,000.00

b. Projected Profit by S.Y. 20-21

Revenue

Total Sales Php 1,870,000.00 1,870,000.00

-------------------------------------------------------------------------

Expenses
Salaries Expense Php 1,084,000.00
Benefits Expense 155,000.00
Utilities Expense 145,000.00
Operation Expense 15,000.00
Supplies Expense 10,000.00
License Expense 16,000.00 (1,425,000.00)

Net Income Php 445,000.00

Assuming that the expenses will not change and that the target 110 students will be reached, a
major step up from the profit of Php 139,000.00 to Php 445,000.00. It is a huge improvement, an increase
of 220.14%, just by reaching the target market share, the profit growth will be more than double. This
target profit will have a lot of potential.