CHAPTER I

EXECUTIVE SUMMARY

GUNSPORT TRADING & SERVICES is now already at 17 years on service, they start in
2003 and now considered as a best supplier and one of the best also in terms of service. It is
located at 219 M.H. Del Pelar ST, Barangay 24 Tacloban City, 6500 Leyte. Tacloban City which is
commonly used route for both public and private transportation, gunsport trading and services
is focus on services and providing a high quality of items specially for their customers that are
on service or in competitions.
The gunsport trading here in Tacloban city has two employees which they have different
obligation, the first employee which is a woman her focus is on how to increase their sales and
the second employee is focus on the services that they offer to their customers. A major
problem of gusnport trading is on how they can increase their sale.
An evaluation of the company’s internal strengths and weaknesses and external
opportunities and threats served as the foundation of this strategic analysis and marketing
plan. The plan focuses on the company’s growth strategy, suggesting ways in which it can build
on existing customer relationship, and on the development of products and/or services that fits
for their needs. Since gunsport trading is focuses on customer relationship so that they can
have a loyal customer and they uses this technique to market their products and also a tool in
promoting to its clients, it currently is considered a customer to customer marketer.
ORGANIZATIONAL STRUCTURE

Daniel Torrevillias
OWNER

Evelyn Garciano
SALES REPRESANTIVE

Joy Sadava
SERVICE
 CHAPTER II

ENVIRONMENTAL ANALYSIS

Gunsport Trading & Services was recognized as a supplier of parts and services around
here in Tacloban. Their main goal is to have a stable supplier of parts for the owners of the guns
that who is needed and to give information to their customers about the guns that are nearly to
expired the license and also, they clean and reload the guns that are for competitions.

A. The Marketing Environment

1. Competitive force. The computation on Gunsport Trading is not really strong because only
few of investors are wanted to open like this kind of business because of the small customer
that who needed guns and supplies. The competitors of gunsport trading here in Tacloban are
the shooters and the port arms which the shooters are closed and the port arms are offered the
other kinds of service.

2. Economic Forces. The gunsport trading are selling their products and services to the guns
club members and also, they build a strong relationship between on their customer so that they
can have a loyal customer that can help them to sell their products, customer to customer
strategy.

3. Political Forces. In every year there is always a gun banned from January to May and in every
year, there is a price increase and it can effect on the sales in every gun’s store.

4. Legal and Regulatory Forces. One of the legalities that are needed of a business is the permit
operate and in every gun’s store.
5. Technological Forces. The gunsport trading are using Manual to operate their business to
ensure the quality of their output, but in order to promote their business they are using
technology such us internet and social media.

6. Socio-cultural Forces. It depends on the aspects, like knowledge to clean the guns, an
updated information from the PNP about to renew the licenses, to enhance the awareness and
the safety and lesser price.

B. Current Target Market.

Gunsport trading and services is established that offers you an affordable equipment with good
quality and service to ensure that you will never face any kinds of trouble during your
competitions.

1. Demographic Segmentation. In identifying the target market, Gunsport trading is consider

the relevant to demographic segmentation. They provide their services and product that are
needed to their customer. For assurance in terms of the availability and the safeness of their
product they always have an inventory and they always check the product before they give to
their customer.

CAPTURED NEEDS AND

TARGET MARKET DESCRIPTION WANTS

These people need a service

Club Member For competitions to clean their guns and
bullets

These people are needed

Business Owner Self defense guns to protect their selves
 These people are on service
People on the service Army, Police and Guards that are need to buy guns
and bullets

2. Psychographic Segmentation. As method used for market prospecting Gunsport Trading and
Services has a knowledge to classify the target market based on the positions and uniforms of
customer. They identify the market according to their needs if they are for competitions, self
defense for the business owners and the people on the field of service like police, army, guard,
etc.

SEGMENT DESCRIPTION CAPTURED NEEDS AND

People on Service
Competitions, Self Defense
(ARMY, POLICE, GUARD,
BUSINESS OWNERS and CLUB
MEMBER)
WANTS
This market are those people
who really needs the product
and services that are offered by
Gunsport Trading. These people
are always needing the supply of
items that are provided by the
Gunsport Trading for their
competitions and for their
personal needs.
3. Geographic Segmentation. Gunsport Trading and Services has two branches and the main
branch is on Ormoc City and they offered their products around here in Leyte and Samar.

MAP 1
MAP 2
C. Current Marketing Goals and Objectives

Gunsport Trading and Services is established to provide a good quality and a good
service that are really needed for the people on the service area and also for the other that
needed a gun for their personal protection. And for the other people that needed a service to
prefer their guns for their competitions. Their cores also are to give a service that their
customer will be confident that they will not face any kinds of trouble during the times of their
duty and services in our beloved country and also for the people that are in competitions. They
aim to give a satisfaction for target customers and they will assure that you are in good hands
as they always check the quality of their products.

CHAPTER III

SWOT ANALYSIS
1. STRENGTHS

 They build a strong customer relationship.

 They have always the availability of parts that are always needed of their target
customers.
 They have the best service here in Tacloban in terms on cleaning, reloading etc.

2. WEAKNESS

 Their weakness is on the price because they have the higher price against on their
competitors.
 I think the location also because it’s not easy to find and they don’t have an exact
location in the google map.
 In terms of their store maybe they need a renovation.

3. OPPURTUNITIES

 In AFP and PNP competitions like a shoot fest and also the gun’s club member has a
competition and these competitions is the opportunity of the Guns store to increase
their sales.
 Mostly people right now are on social media they search first the information of the
store, I think that it can be their opportunity if they have a Facebook page and other
social media account.
 I think they have to find a place that are in the high way so that their customers can
come and go.

4. THREATS.

 For the owners of the Guns store their commonly threats right now is the LTOPF
because of their commonly customer is the businessman, and this person are always
busy that’s why they can’t buy any fire arms because they don’t have time and they
are tired to process the requirements for the LTOPF.
MATCHING STENGTH TO OPPURTUNIIES/CONVERTING WEAKNESS AND THREATS

Gunsport Trading and Services has a good image in building a good relation
between the staff and customer, and they have always the availability of the products. It helps
them to take advantage of the upcoming activities like for the big competitions. Some of the
concern of their customer is the location and the price of their products against to their
competitors but they still take the advantage because they assured that their products have a
good quality and also their friendly services.

As for the recommendation, Gunsport Trading and Service should engage into
promotion and maximize online presence using social media like Facebook, Twitter, Instagram
etc. In addition to my recommendation, maybe helping their customer processing requirements
that are needed to possess firearms so that it will make easier on the part of their customer and
it can potentially attract new buyers.

CHAPTER IV
 MARKETING OBJECTIVES

Gunsport Trading and Services has been committed in providing high quality of
products and most satisfying services for cleaning and foe preferring the items in good
condition for how many years already. This is for their goal which is to increase net profit
annually. However, due to the threat of Covid-19 which has presented risks for every player in
competitions specially for the guns club member that has a competition that are going to be
cancelled. Because of this, Gunsport Trading and Services have missed some of the
opportunities like the competition of the club member, and the competitions of the AFP and
PNP. To turn this threat into opportunity, the Gunsport Trading and Services should set up the
following marketing objectives so that the other gun lover can get the attention and attract
their target customer.

First, Gunsport Trading and Services should use online and tactics to maximize
exposure and reach people should be reminded and know where the business located and that
the Gunsport Trading is ready to serve with proper hygiene protocol and social distancing.

To increase the online presence of the Gunsport Trading, they should use social media
flat forms to be able to engage with people through online. Facebook page for example, this
will allow the Gunsport Trading to connect with people or potential gun lover customer. The
webpage should feature high quality images of the location and their items which are more
inviting to the customer and also to promote the Gunsport featured services.

To stay competitive, Gunsport Trading should use competitive pricing strategies and
promotions.
 CHAPTER V

MARKETING STRATEGIES

A. TARGET MARKET

TARGET MARKET 1

 People on service like PNP, AFP and Guards that are needed a bullets and other
equipment supply.

TARGET MARKET 2

 People that are a club member that are needed for a service like cleaning and
reloading.

TARGET MARKET 3

 People who are a business owner that are needed a gun for their self defense.

TARGET MARKET 4

 Retired personnel but some of them are a club member who also needed a service
like reloading and cleaning.

B. MARKETING MIX
The marketing mix refers to the set of action or tactics that companies used to promote
their brand in the market.
1. PRODUCT AND SERVICES
Gunsport Trading are always confident for their service because they train and educate
their staff specially the proper handling of the gun, they have a good quality product and they
make sure that their customers will never face any kind of trouble in every situation and assure
their customer that they are in good hands.

2. PRICE
The price of products and service of Gunsport Trading are almost the same with their
competitors but even they have much higher price than the other gun store you will always
consider and convince to buy in Gunsport Trading because they have the best service and a
higher quality of products. It will always good to buy a good quality product even it is more
expensive because you can assure that it will last long. It is important also that there is profit
gained with the products and services offered in the business. Offsetting high prices by selling
good quality of products guaranteed to leave customer wanting more.

3. PLACE
Gunsport Trading & Services is located at 219 M, H. Del Pilar St, Barangay 24, Tacloban
City, 6500 Leyte which is also good in location but in order to attract the customer they should
have another branch in along the high way so that the customers can come and go.

4. PROMOTIONS
In order of this store to be noticed by the people they should have an promotions like
discounts and give away but in addition on promoting this establishment they should have a
Facebook page and they should make an advertisement in the local radio station or the
newspaper, they should give also an flier or they have an posters and signages in every corner
of Tacloban City. This promotion can help the store to gain more income and attract more
potential customers.

5. PERSONNEL
Gunsport Trading and Services are very hands on training and educating their
employees specially on how to treat the customer in a good way.
 CHAPTER VI

MARKETING IMPLEMENTATION

A. MARKETING ORGANIZATION

The Marketing implementation is going to come from the owner itself down to the staff
of the business. Gunsport Trading and Services is commonly doing their best just to meet their
expected sales on daily basis but mostly the customers come to their store in occasionally and
sometimes the other customer that are need their service speacially in cleaning or reloading.
Quietly sometimes the most trusted staff which is has the right to make the decision or the
authorize person are mostly making the decision inside the store or managing the store and this
staff are authorize to act as a manager, they have both different tasks to do and they are multi-
tasking sometimes so that they can serve their loyal customers properly. But in addition, maybe
they have a sales manager who will report to the owner and this can be an opportunity to the
business to earn more income.

B. ACTIVITIES, RESPONSIBILITIES, AND TIMETABLES FOR COMPLETION

The following implementation, activities are to be implemented in the remaining
months of the year and next year.

 On June 1, Clean the area and have a proper instruction to the staff on how they can
improve their performance inside the store.
 Mid-June, make a page on Facebook so that this can attract more potential customers
 Mid-June, add more information about your store in Facebook, this can help to your
customers.
 By July 1, give a flier to the people and pot all the information that they needed.
 Mid-July, implement a poster and signages in every corner of Tacloban.
 Mid-July, make an advertisement in the local radio or in newspaper.
 Mid-July, give an extra promotion to add more customers.
  By August, conduct short interviews with atleast 50 people to know and measure what
they think about the Gunsport Trading.
 Develop a marketing information system to monitor customers visit patterns and to
monitor customer satisfaction.

CHAPTER VII

EVALUATION AND CONTROL

A. PERFORMANCE STANDARDS AND FINANCIAL CONTROL

Expenses Estimated Goods

Electric Bill 80,000.00
Salary and Other Labor Cost 120,000.00
Administrative cost 90,000.00
Repair & Maintenance Expense 85,000.00
Miscellaneous Expense 35,000.00
Total 410,000.00
Table 1.1 Estimated Yearly Expense

The estimation above are purely assumption, due to privacy of the business they cannot
reveal the financial expense of the business. The digits above is the consumption which
occurred annually in Gunsport Trading and Services or the expense they have consumed every
year.

Marketing Activities Estimated Cost

Fliers 5,000.00
Signages 8,000.00
Poster 14,000.00
Advertisement 30,000.00
Total 57,000.00
Table 1.2 Estimated Expense for the proposed Marketing Strategies
 The estimation of Table 1.2 presents the estimated expense for the proposed marketing
strategy which is P57,000.00. The proposal must be done within the year of 2020 and studies
on the growth or effect of the strategy must be conducted within the next year.

Marketing Activities Percentage Increase

Fliers 15%
Signages 20%
Poster 15%
Advertisement 20%
Total 70%
Table 1.3 Estimated Receipt Data

The table shows the estimated increase of sales with the used of the proposed
marketing strategy. The proponents of this marketing plan assume that there is a 70% increase
in the succeeding three years.

B. MARKETING PROCEDURES
In monitoring the effectiveness of the marketing plan, analyzing the process by assisting
the manager by guiding their efforts within parameters is needed. It is necessary to compute its
actual performance with plan objective. To predict the development of the strategies,
implemented, these are the following.

 Comparing its current strategies and proposed strategies will be conducted monthly
on its first year of the quarterly basis after the implementation
 A team will be formulated to evaluate and monitor the project implementation
 The manager will evaluate the implemented strategy by stablishing time
requirements
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