MARKETING

PLAN
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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

MARKETING PLAN

1.1 PRODUCT DESCRIPTION

The entrepreneurs’ product is labeled as “Síos Coróin” which means upside down
crown, the word comes from Irish because the bucket hat was invented in Ireland. It is a
Reversible bucket hat for it represents the company which is “REVERSE Apparel” that
means “reversible type of clothing.” It can help express one’s mood by choosing the right
style to wear or display. It is associated with the company's tagline, "Choose Your Mood,
Reverse Your Style."
The Bucket Hat is known as an emerging staple to teenagers as it provides a unique
rendition to otherwise drab outdoor outfits. It is very trendy that a lot of teenagers
patronize this kind of product. This specific bucket hat is very unique and one of a kind
as it is reversible and is made out of high-quality materials equipped for long-lasting
usage. It is affordable, budget-friendly and eco-friendly as well.
The product itself has various colors and designs that are suitable for both sexes,
and its size is guaranteed to be fit for everyone. The bucket hat will have two kinds of
designs with three pairs of moods. The first batch of designs will be the street style
rendition of the “Happy and Sad,” “In love and Broken,” and “Alive and Dead,” mood pairs,
while the second batch will be the aesthetic and cute rendition of said mood pairs.
The Reversible Bucket Hat is made out of katrina fabric to ensure that its figure
stays in shape. It will also be covered with patches and prints to add a unique touch to
the design. Each mood represents the total opposite of each side: plain and colorful, of
which both man and woman could wear with any outfit to match.

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

PRODUCT DESIGN

Figure 1.1: Síos Coróin Prototype

The product will have two kinds of designs that represents two kinds of moods, of
which will depend on the customer’s preference. The bucket hat will have two kinds of
designs which is the Street style and Aesthetic design with 3 pairs of moods: Sad and
happy, in love and broken, and dead and alive.

PACKAGING

Figure 1.2: Síos Coróin Packaging Mock-up, Details, and Thank You Card

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

The packaging is a brown box slightly wrapped by a sticker, the sticker shows the
two mood designs of the product, product description, company’s social media accounts,
logo, and tagline. Inside the package or the box is where the thank you card can be seen
where it shows the company’s gratitude to the buyers for their purchase.

1.2 COMPARISON OF THE PRODUCT WITH ITS COMPETITORS

The product is reversible. Thus, it has two designs in just one single hat. The ability
to reverse one’s bucket hat is a stepping-stone in combatting fast fashion as new
developments and strategies are made to enhance one’s product to cater to its
environment’s needs. It is made with high-quality materials that are not harmful to the
environment, and is made to cater various designs that both men and women can wear.
The company will use great fabrics that are refreshing, smooth textured, and lightweight,
that are easily washable by the customers. The company aims to provide designs that
are both minimalist and attractive so that customers could express their everyday mood
using the product.
COMPETITOR BRAND PRICE (PHP) LOCATION STRENGTH WEAKNESS

GENSAN
Popularity of the Limited designs.
DRIVE,
brand. Physical Increasing
BENCH 250-500 POBLACION,
attributes of the number of
KORONADAL
product. competitors.
CITY

GENSAN Popularity of the

Limited designs.
DRIVE, brand. Physical
Increasing
KCC PENSHOPPE 200-500 POBLACION, attributes of the
number of
KORONADAL product.
competitors.
CITY Affordable.

GENSAN
Popular brand.
DRIVE, Relatively
Good quality
OXYGEN 350-500 POBLACION, expensive for its
products.
KORONADAL designs.
Durable.
CITY

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

GENSAN
DRIVE, Popular brand.
MACBETH 450-1,000 POBLACION, Product is of Expensive price.
KORONADAL high-quality.
CITY

GENSAN
Outdated
DRIVE,
MALL OF ACE Excellent quality designs for such
JAG 500-800 POBLACION,
CENTERPOINT materials. an expensive
KORONADAL
price.
CITY

GENSAN
DRIVE,
Excellent quality Limited designs.
TRIBAL 450-800 POBLACION,
materials. Expensive.
KORONADAL
CITY

GENSAN
DRIVE, Relatively
Durable.
BNY 500-850 POBLACION, expensive for its
Long-lasting.
KORONADAL designs.
CITY

GENSAN
DRIVE, Popular Brand. Relatively
CITY MALL PETROL 750-1,000 POBLACION, High-quality expensive for its
KORONADAL materials. designs.
CITY

GENSAN
DRIVE, High-quality
FUBU 400-850 POBLACION, materials are Limited designs.
KORONADAL used.
CITY

GENSAN
DRIVE, BRGY. Relatively
GAISANO Durable.
CHAMPION 850-1,500 STO. NINO, expensive for its
GRAND MALL Long-lasting.
KORONADAL designs.
CITY

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

GENSAN
DRIVE, BRGY. Brand popularity. Relatively
LEE 600-800 STO. NINO, Product is of expensive for its
KORONADAL high-quality. designs.
CITY

Brand is not
MANUEL
popular.
ROXAS ST,
Product is not
MAUNLAD NO BRAND 100-500 POBLACION, Affordable price.
durable for low-
KORONADAL
quality materials
CITY
were used.
Brand is not
SERGIO
popular. Product
OSMENA ST,
is not durable for
UNITOP NO BRAND 100-500 POBLACION, Affordable price.
low-quality
KORONADAL
materials were
CITY
used.
Brand is not
popular. Cost of
shipping is
SHOPEE NO BRAND 100-1,500 PHILIPPINES Affordable price.
expensive. Does
not own a
physical store.
Brand is not
popular. Cost of
Affordable price.
shipping is
SHEIN NO BRAND 250-2,000 PHILIPPINES Products are
expensive. Does
cute.
not own a
physical store.
Brand is not
popular. Cost of
shipping is
LAZADA NO BRAND 100-1,500 PHILIPPINES Affordable price.
expensive. Does
not own a
physical store.
Table 1.1: Comparison of the Product with its Competitors

1.3 LOCATION
REVERSE Apparel can be found in the City of Koronadal, Province of South
Cotabato, specifically at Reverse Apparel Co.’s Warehouse, Pantua Village, Brgy. Zone
III, at the back of Brgy. Zone III Barangay Hall and in front of CLB Drier. This was decided

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

upon by the company’s heads as the Reversible Bucket Hat is relatively new to the
industry that it needs to start at the center of trade in the province. Needless to say, this
will not hinder the company from catering to the needs of South Cotabato. This location
is just to provide the entrepreneurs, who are mostly residing in the city, an accessible way
of commerce.

1.4 MARKET AREA

The target market of the REVERSE Apparel Co.’s Reversible Bucket Hat are those
individuals in the age range of 10-29 years old, regardless of race and sex. This was
decided as this specific demographic provides a greater opportunity for sales, and
purchasing of products. This is also the preferred target market since they are the group
that most likely enjoys dressing up with accordance to the popular styles of the time and
the current generation. Expressing through the way of dressing up helps boost the
confidence of a person and could be a mood indicator as well. The Reversible Bucket Hat
promotes awareness for emotional and mental health through the company’s Moods
series. Apart from this, the flexible structure, easygoing aesthetic, and vast range of
colors, prints, and textures also allow the wearer to create their own individual statement.

Figure 1.3: Map of the province of South Cotabato

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

1.5 MAIN CUSTOMERS

The company's target market is people whose ages are from 10-29 years old. The
total population of this age range, as of 2020, is 644,315 and is estimated to amount to
656,557 by 2021. The company decided to pick this age range because they have a
higher interest in fashion styles than other age ranges. They can use the company's
product for the activities they want to participate in, or to look cool, given the fact that they
are also the ones who are dominating the social media platforms at the moment. The
company believes that the bucket hat, as well as the other products of the company, will
become a hit to this age range. The people in this age range can afford the product and
buy the product because of its unique features and excellently crafted and high-quality
materials. The company is also expecting to attract more people, especially now that
transactions are made online where everyone disseminate information faster than before.

1.6 TOTAL DEMAND

DEMAND
The reversible bucket hat is one of the chosen products of the company. This
product is made up of high-quality materials and poses unique features which the target
market could enjoy. The company’s market area is within the province of South Cotabato
with target customers whose age range is from 10-29 years old. As of 2020, the
population of the target market is 644,315 and is estimated to reach the total population
of 656,557 this 2021. The total demand for the product is 157,573.68. From this market
demand, the company will have its 8% share, making the overall demand for the
company’s specific Reversible Bucket Hat equal to 12,606 units.

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

DEMAND 2021
Population of South Cotabato 1,690,230
Percentage of Target Market 38.84%
656,557
Percentage of Respondents Using Hats 60%
393,935
40%
Percentage of respondents willing to buy reversible bucket hats
157,574
Market Share 8%
Total Demand 12,606
Table 1.2: Demand for Division 3 of Bucket Hat

The table above shows the demand that REVERSE Apparel will experience for the
first five years of its operations. During the first year of operations, the company will have
a total demand of 12,606 units.
Total Population of
Ages 10-29 in South Interested Target Market Market Share Demand
Cotabato (2021)
656,557 40% 157,574 8% 12,606
Table 1.3: Analysis of Target Market and Potential Interested Customers

The total population of the target area is 656,557 and only 157,573.68, or 40% of the
population is the target market of the product. Therefore, the total demand of the product
in the market is 157,574 units, however the demand for the product of the company itself
is 12,606 units.

SUPPLY
In a tropical country like the Philippines, to have something that would protect you
from of the sun is a must, especially when going out. For some people, umbrellas are too
big and heavy to fit in their small pouches, and that is why some prefer to wear hats under
the heat. Nowadays, hats are not only made for the sole purpose of protecting people
from the heat of the sun, but they are also made for introducing fashion statements to a
boring look. REVERSE Apparel Co. aims to provide the market with an exceptional and
fashionable bucket hat with a unique feature. Unlike the common bucket hat, the

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

REVERSE Apparel’s Síos Coróin will give customers two options in just one product. The
company has nine (9) direct competitors – KCC, Mall of Ace Centerpoint, Gaisano Grand
Mall, City mall, Maunlad, Unitop, Shopee, Lazada, and SHEIN. Shown in the table below
are the supplies that the company’s direct competitors can provide to the market.

Direct Competitors = 9
Indirect Competitors = 0
The following are the total supplies of the Reverse Apparel Company. Since there
are no indirect competitors, there would only be direct competitors.

Direct Competitors Annual Capacity (in pieces)

KCC 31,515
MALL OF ACE CENTERPOINT 23,636
GAISANO GRAND MALL 7,879
CITY MALL 7,879
MAUNLAD 7,879
UNITOP 7,879
SHOPEE 20,485
SHEIN 18,908
LAZADA 18,908
TOTAL 144,968
Table 1.4: Annual capacity of Direct Competitors

There are nine direct competitors of the product in the area. KCC supplies 31,515
units. Mall of ACE Centerpoint supplies 23,636 units. Gaisano Grand Mall, City Mall,
Maunlad, and Unitop respective supplies 7,879 units. Shopee supplies 20,485 units while
both Lazada and SHEIN supplies 18,908 units. The total pieces of the products produced
by the competitors in a year are 144,968 units. This indicates that the company’s product
still has its own place in the market and can still be able to produce its own sales.

COMPANY Annual Capacity / Supply

REVERSE APPAREL CO. 12,606
Table 1.5: REVERSE Apparel Co. Market Share

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

The over-all supply that the direct competitors of Reverse Apparel can provide to
the market is 144,968 or 92% of the 157,574 population of people who are interested in
the product of the company. Leaving REVERSE Apparel an opportunity to cater the
remaining 12,606 or 8% of the 157,574 population of the target market. The target market
of the company are people whose age is between 10-29 years old. The bucket hat could
be very useful for this age bracket may it be for fashion or for the sole purpose of
protecting the person from the heat of the sun.

SUPPLY AND DEMAND ANALYSIS

The target market of REVERSE Apparel are the people whose age range is
between 10-29 years old, and of whom are living within the province of South Cotabato.
Given the fact that the company will be utilizing an online platform to sell its products,
REVERSE Apparel already expects orders coming from areas outside the market area.
As of today, the total population of people whose age is under the age bracket of 10-29
years old is 656,557. The nine direct competitors can cater to 144,968 or 92% of the total
population of people who are interested in hats. Since REVERSE Apparel is a newly-
established clothing company in the market, the market share of the company as for now
is at 8% or 12,606 out of the 157,574 population of the company’s target market.

DEMAND SUPPLY MARKET GAP

157,574 144,968 12,606
Table 1.6: Supply and Demand Analysis

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

SUPPLY AND DEMAND ANALYSIS

Supply Market Gap

8%

92%

Figure 1.4: Supply and Demand Analysis

The figure above shows that the direct competitors of REVERSE Apparel is only
capable of providing for the 92% of the total population of the target market. On the other
hand, an opportunity opens to REVERSE Apparel to cater to the remaining 8% of the
157,574 population of said target market.

1.7 MARKET SHARE

REVERSE Apparel is a newly-established business located at the City of
Koronadal, South Cotabato. Given the fact that the company is new to the clothing
industry, the company only has a market share of 8% or 12,606 out of the total population
of people in the age range of 10-29 years old who are interested in hats which is 157,574.
This is based on the survey that have been conducted online by the management of the
company. The company conducted a survey through online platforms to come up with
data that could be of help to the company in making significant decisions. The company
also identified zero indirect competitors and nine direct competitors which can be found

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

in the table below. The formula that must be used to obtain the exact market share of the
commodity is as follows:

Market Share = total sales of the company / total sales of industry

The market share is determined by taking the sales of the period, over the
industry’s sales in the course of the same period. It is also used in order to assess the
company’s position in the industry.

Direct Competitors = 9
Indirect Competitors = 0

Market Share (% in the

COMPANY Total Part in the Industry
Industry)
REVERSE Apparel Co. 8% 12,606
KCC 20% 31,515
Mall of Ace Centerpoint 15% 23,636
Gaisano Grand Mall 5% 7,879
City Mall 5% 7,879
Maunlad 5% 7,879
Unitop 5% 7,879
Shopee 13% 20,485
Shein 12% 18,908
Lazada 12% 18,908
TOTAL 100% 157,574 units
Table 1.7: Market Share

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

MARKET SHARE
MALL OF ACE GAISANO CITY MALL MAUNLAD UNITOP SHOPEE SHEIN LAZADA

12% 15%

12% 5%

5%
5%
13%
5%

Figure 1.5: Market Share

1.8 SELLING PRICE

This product will be sold at PHP 379.00 per unit. The computations for the product
are the following:
PRODUCT COST
Variable Cost per unit
Direct Materials
Cloth with Print PHP 75.00
Plain Cloth 40.00
Patch 30.00
Packaging 30.00 PHP 175.00
Labor 80.00
Total Variable Cost per unit PHP 255.00

Fixed Cost per year

Selling and Administrative Expenses
Water PHP 18,000.00
Electricity 42,000.00
Repairs and Maintenance 1,662.45
Depreciation 3,324.90
Rent 60,000.00
Salaries 1,113,660.00
Office Supplies 2,000.00
Communication Expenses 3,600.00

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

Advertising Expenses 8,800.00

Total Fixed Cost per year 1,253,047.35
Cost per Unit
Total Variable Cost PHP 255.00
Total Fixed Cost per unit 99.40086863
Total Fixed Cost PHP 1,253,047.35
÷ Total number of units produced 12,606.00
Total Cost per Unit PHP 354.40
Table 1.8: Product Cost
SELLING PRICE
Total Cost per unit PHP 354.40
Desired Profit / Markup (7% from Total Cost per Unit) 24.60
Selling Price PHP 379.00
Table 1.9: Selling Price

The product will be sold at approximately PHP 379.00, for the business used Cost –
Based Pricing method with an additional labor, and mark-up price that was approximately
7% of the Total Cost per Unit. This was because the business desired to have income
higher than what the business invested.

1.9 SALES FORECAST

The forecasted sales for one year amounted to 12,606 units, of which will cater to the
demand of the gap in the market annually, and is equivalent to the following formula:
Units Produced per Month (based on the gap of the market) * Selling Price=Sales in Peso.
MONTH UNITS PRODUCED SELLING PRICE SALES IN PESO
January 1,000 PHP 379.00 PHP 379,000.00
February 1,100 379.00 416,900.00
March 1,000 379.00 379,000.00
April 1,000 379.00 379,000.00
May 1,000 379.00 379,000.00
June 1,001 379.00 379,379.00
July 1,001 379.00 379,379.00
August 1,001 379.00 379,379.00
September 1,001 379.00 379,379.00
October 1,001 379.00 379,379.00
November 1,001 379.00 379,379.00

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

December 1,500 379.00 568,500.00

TOTAL 12,606 units PHP 4,777,674.00
Table 1.10: Sales Forecast (In the First Year)

Because of the surge of sales during the month of December, the company will
increase its price, however, will still offer promos and 2-in-1 grabs to still cater to the
market and ensure more sales.

Year 2 Year 3 Year 4 Year 5

(40.23% (68.28% (51.81% (47.22%
REVERSE Year 1
increase in increase in increase in increase in
Apparel sales) sales) sales) sales)

4,777,674.00 6,699,747.00 11,274,543.00 17,116,241.00 25,198,241.00

Table 1.11: Sales Forecasted for 5 years

Total Population
(South Cotabato, Target Market (%) Target Market Market Share (%) Market Share
Ages 10-29)
Year 1 (2021)
1,690,230 9.32% 157,573.68 8.00% 12,606
Year 2 (2022)
1,722,344 10% 172,234.40 10.00% 17,223
Year 3 (2023)
1,755,069 11.5% 201,832.94 14.00% 28,257
Year 4 (2024)
1,788,415 13% 232,493.95 18.00% 41,849
Year 5 (2025)
1,822,395 15% 273,359.25 22.00% 60,139
Table 1.12: Analysis of Target Market and Potential Interested Customers in the Next Few Years

The table above is an analysis of the target market, along with the estimated
potential interested customers of the REVERSE Apparel’s Reversible Bucket Hat. It is
forecasted by the company that while the population increases, the target market’s
population, and therefore, the company’s market share by extension, will have an
increase as well. The population was solved using the formulas below, that were first
derived from the annual population growth rate, and the sales forecasted at Table, of

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

which contain the sales goals of the company for the next five years. The price for
December had an increase of PHP 10 because of the seasonal demand for the product.
Population = Current Population + (Current Population * Annual Growth Rate)

Second Year Population Third Year Population

= 1,690,230.08 + (1,690,230.08 * = 1,722,344.46 + (1,722,344.46 *
1.9%) 1.9%)
= 1,690,230.08 + 32,114.37 = 1,722,344.46 + 32,274.54
= 1,722,344.46 = 1,755,069.00

Fourth Year Population Fifth Year Population

= 1,755,069.00 + (1,755,069.00 * = 1,788,415.31 + (1,788,415.31*
1.9%) 1.9%)
= 1,755,069.00 + 33,346.31 = 1,788,415.31+ 33,979.89
= 1,788,415.31 = 1,822,395.20

Table 1.13: Population Forecast of the City of Koronadal in the next Four Years

1.10 PROMOTIONAL MEASURES

The business will use various social media platforms in promoting, advertising, and
selling the product. The business will create social media pages wherein the customers
can negotiate to the management of the business and inquire about their concerns with
regards to the service and product as well. The product’s available designs will be posted
in order for the customers to have a gist of the varied and available selection. Also, the
business will create a profile picture frame for every division that will be used by the
members for the business to be more known and organized better. There will also be a
photoshoot for the model of the product. Lastly, the business will make a short video
advertisement that will be posted as well to attract more customers.

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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

1.11 MARKETING STRATEGY

Due to the pandemic, the business will use the Social Media Marketing Method.
Social Media Marketing is one of the marketing strategies which is found to be very
effective because it is accessible to the target market of most, if not all, businesses. A lot
of people have at least one social media account and that is why it has become easier
for both parties (in this case, the customer and seller) to communicate. The customers
can negotiate with the business’ entrepreneurs through online chats and it prevent hassle
for them, considering the situation the world is currently under. This strategy will help the
business in selling and promoting the product because of the wider reach to its audience.
Below is the table which is the basis in the making of the marketing strategies where
it provides insights and information about the strengths, weaknesses, threats,
opportunities and on how to formulate different marketing strategies for the company. The
strategies are projected, therefore, they will only be applied at the discretion and decisions
of the top-level managers, depending on the situations that may arise.

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Matching
Stage
Opportunities
1. The business sector is expanding
with many future opportunities for
success.
2. The company’s competitors may be
slow to adopt new technologies or
applying them to their businesses.
3. Taking advantage of new trends and
entering the new markets that can be
impactful towards the company.
4. The optimizations of current mobile
applications and social media
platforms for responsiveness and
built-in feedback from potential
customers.
5. Products may attract a wider target
audience than expected, depending
on the trends for other age ranges.
JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato
Strengths
1. The company’s, and by extension the division’s, services
include trendy attractions for targeted customers.
2. Skilled and knowledgeable members and staff in selected
3.
positions.
The company has tangible assets such as capital, and
equipment to sustain the great performance of the company.
4.
5.
Meeting customers' needs and demands by providing unique
goods and services of a particular product line.
Great choice of a market area where the location easily attracts
customers.
6. Usage of a wide range of social media platforms for promotional
measures.
S6-O4: Continuous usage of social media
platforms.
- By the usage of social media platforms, the company
could communicate better with its potential
customers. The company should continue using
social media platforms to strengthen its promotions to
the market and to gain more customers. This ensures
that the marketing aspects of the company are heavily
led by its social media engagement, which is a
relatively great thing because of the modern world,
and its availability. Also, it would help the company to
see/receive feedback on the product from the
customers' ratings, and improve itself in the process
as well.
S5-O5: Easily located market area.
- The location of the business is important as it attracts
more customers to a certain area. The company could
also use this strategy to strengthen the opportunity in
providing/offering new trends in the larger market.
Through being situated in a relatively easier-to-see
Weaknesses
1.
2.
The company is located in a small city.
The marketing strategy is not able to cater to all markets because of the
demographic it is aligned to.
3.
4.
5.
Lack of marketing experiences.
Lack of reputation or new to the business industry.
Limited product availability.
W4-O2: Developing public relations to enhance the
company's reputation.
-By building good relations with the consumers through social
media as a platform to obtain publicity and building up a good
corporate image, the company will be able to cope with its
newness to the industry. Social media is a good tool in sharing
information that is relevant in the industry and is a great
avenue for the company’s needed interaction with its
consumers. The marketing department will introduce the
company, its purpose, and what it promotes through aesthetic
infographics and promotional measures. In this, the company
can raise awareness about what it is about to the industry and
its uniqueness among its competitors.
W3-O4: Using social media platform for networking.
- The company will always update its consumers and include
ways in which it could be contacted (e.g. e-mails, messaging
platforms, etc.). It will also search and find ways in order for it
to be easily reached by other businesses/people in the
industry. Networking could also be done through trainings,
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Threats
1. Some developments in technology
may change the market beyond the
company’s ability to adapt to certain
points.
2. A minimum change in the focus of a
large competitor may overthrow any
positioning that the company has
achieved.
3. The emergence of new competitors
that are constantly entering the
market place.
JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato
location, the company opens its doors to the masses
and ensures that the company’s area will be
remembered.
S4-O3: Providing good-quality products and
services to the market.
-With the help of this strategy, the company could use
the opportunity in meeting the customers' needs by
providing new trends, and unique products. This
strategy could help the company in keeping its
customer service constant in the ever-changing
market. Moreover, as the company sells products that
are both unique and trendy to its target market, it
could help in its positioning and diversion from the
normal items being put out by its competitors.
S4-T3: Keeping the company’s customers by
providing a unique and budget-friendly product.
-The company should provide a product that is more
unique and budget-friendly in comparison to its other
competitors so that it will be patronized by its potential
customers. To ensure that the company runs and
gains profit, it should not let its customers go to newly
emerging competitors through its production aspects.
The company may adopt some innovations to
seminars, and conferences with other professionals.
Connecting with the company’s clients through sending e-
mails pertaining to its products and services could be an
option as well. By networking, the company can meet other
agencies that could help in promoting the company to both the
public and its potential partners (e.g. suppliers, workers) in the
field.
W1-O5: Producing trendy and relevant products using
social media.
- Even with its relatively low city population, the company
could still attract more consumers from different cities and
municipalities in its region as the products are of high quality
and are appealing to its market. E-commerce marketing will
assist in connecting the business to its consumers through
various social media platforms, further building awareness to
the people about the store’s offerings. It will be easier for the
company to make sales and introduce itself to different areas
in the Philippines because of the connective power of the E-
commerce tools it will utilize.
W1-T3: Online selling.
-Due to the small city the company is situated in, and the
arising number of new competitors at its chosen market place,
online selling could help the business to easily achieve its goal
because of its availability and powerful connectivity. Online
selling attracts customers faster for it covers a wide range of
social media platforms to be used in order to spread product
information easier.
W4 - T7: Technology Innovation.
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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato
4. The competition may partner with historical pieces, or even make use of the trends of
popular brands as well which may
boost their business. back then and innovate them to the modern era.
5. Natural disasters that are not
accounted for. S2-T1: Training company workers to become
6. Product prices may be too high or
expensive for certain demographic more skilled in their field.
groups to afford.
7. The changes in the economy.
8. Demand dries up.
-Change is constant, and with it, everyone must be
9. Changes in the customer’s prepared to adapt. Having skilled and knowledgeable
preference. workers is crucial for firms to be able to survive in the
changing environment. The business will conduct the
needed seminars, retreats, and training sessions for
its employees to ensure that the staff is ready for the
dynamicity often seen in the market.
S6-T4: Establishing a good marketing campaign
with the use of social media platforms.
- The company aims to fit in with the competitive
environment of its market. Better marketing
campaigns enable the company to grow first as a
small business that will eventually compete with the
popular brand deals that its competitors may have.
Establishing the company’s social media presence is
crucial in attaining not only customer engagement, but
customer satisfaction as well, as the company will
better its products, and will be better known in the
market. This becomes a competitive edge against its
competitors because once the company is
established, the brand deals will come to it instead of
it approaching others in the future.
Table 1.14 : Marketing Strategy
- The company could innovate its technology and equipment
to access more opportunities that could lead to the success of
the business. Through ensuring the modernization and
constant innovation of the company in its digital aspects,
enhancement of its position in the business industry is
assured. This could also update the business and keep track
of the changes in the economy.
W5 -T8: Sustainable procedures.
- Choosing better sources that the company will invest in for
its materials and supplies needed will surely help for its
problem with the limited number of product availability, as well
as ensure its sustenance for the company’s needs as well.
Sustaining more than the needed performance in creating the
product, and ensuring quality control is implemented will help
in increasing the demand for the company’s products.
W3 - T2: Usage of technology and trainings to combat
lack of experience.
- Learning, and adopting new technologies and means will
widen the range of options that the company could utilize in
promoting the business, as well as compensate for its lacking
in experiences. To enhance its marketing aspects, the
company may opt to network more and hire experienced
marketing staff in the future to combat the changes that the
company may experience because of its competitors
overthrowing its business achievements.
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 JMJ Marist Brothers
Notre Dame of Marbel University
Integrated Basic Education Department
SENIOR HIGH SCHOOL
City of Koronadal, South Cotabato

1.12 MARKETING BUDGET

The marketing budget of the product would cost the company a total of PHP 400.00
fixed monthly, as the Influencer Fund is only used once every three months, bringing the
total advertising expenses to PHP 8,800.00 annually. This will make effective of online
advertisement, information, and services. The cost breakdown is shown in the table
below:
Quanti Monthly
Items Price Annual Expense
ty Expense
Social Media
1 PHP 300.00 PHP 300.00 PHP 3,600.00
(Prepaid Load)
Signages for
1 pack PHP 100.00 PHP 100.00 PHP 1,200.00
Tricycle Marketing
PHP 2,000.00
PHP 1,000.00
Influencer Fund 2 (once every six PHP 4,000.00
(PHP 500.00/each)
months)
TOTAL PHP 8,800.00
Table 1.15: Marketing Budget

The company included social media expenses since they will spend money for
the prepaid load monthly that costs PHP 300. Aside from this, the signages for tricycle
marketing will be utilized as a form of marketing as it is the only available form of
transportation at the first year due to the ongoing pandemic. For the next years, this
budget will be put to the flyers of the company. Moreover, the company will send
packages to two (2) influencers once every three months to add to the marketing strategy
and budget of the business. The business will spend a total amount of PHP 8,800.00 for
its first year.

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