MARKETING ASPECT

Marketing is the process of perceiving, understanding, stimulating, and

satisfying the customer needs, wants and expectations through the goods
and services of specially selected target market which is better than the
competitors.
The process of the business to build strong customer relationship in
order to gain loyalty from them.
In relation to our business, the bulk of our customers are the
students in which the main needs are paper works for assignments,
projects and other activities in the form of document and photo printouts
that we provide at affordable price.

Marketing objectives

To understand the marketplace and customer needs and

wants.

To offer affordable services to our customers and at the

same time maintaining constant quality outputs .

Provide in time service to customers.

To maximize the usage of equipments.

To design an effective marketing strategy and to achieve

competitive advantage over competitors.

To build strong customer relationship;

And the ultimate objective is to earn profit for covering

expenses and for future purposes. (Figure 3.1)

Printing And Other services

Profit

SAlary

expansion
Expenses

Figure 3.1

Service description
Soft to hard printing is a business offering a service which gives
the customer satisfaction and assurances. Services that is affordable yet
providing high quality output and giving the customers assurance that we
are providing a consistent service. We also provide other services aside
from printing (documents, photos, calling cards, invitations, etc.) such as;
scanning and photo editing. We prefer to use quality materials that are
locally made that will bring the output of our service ideal to our
customers.

Services offered

Printing services: black and white, color, inkjet / laser and

photo paper printing.

Photo services: photo printing and photo editing or repair.

Scanning services: text and photo.

Others: calling cards, invitations, flyers, brochures, logos,

presentations, catalogues.

Features

Fast

Affordable

Variety of Preferences

Quality ( High standard materials, Clear copy )

Marketing strategy
An effective marketing strategy enables our business to enter into
tough competitive industry. It also enables us to achieve advantage over
competitors and to dominate the large scale of market.
We promote to introduce our business, encourage our target
market, and let them became aware that our business exist.
Advertising
We will use tarpaulin including our logo and leaflets as advertising
for our business. Tarpaulin will be posted in front of our business
establishment.

Promotions
On the first day of our business, we will conduct a first come first
serve policy from customers who bear leaflets that are distributed the day
before the commencement of the business. We will have a maximum of
500 pages offer for FREE to those who will present the leaflets. Every
individual will automatically benefit a maximum of 10 pages for free. We
will distribute the leaflets through direct distribution.

Operating activities
Our business will operate with this kind of flow, such that each
customer to print for at least 50php worth of printed documents, he or she
will avail a 10% discount.

Pricing strategy
We will use penetration-based pricing in which competitors cost;
prices and offers will be the basis of our pricing strategy. As the standard

of our business pricing strategy, we will set our prices lower than which is
prevailing in the market.
Our business will also consider price discount in its operation,
which is 10% for at least every 50 php worth of documents printed.
Target Market
The printing services are targeted towards students and are price
below the market minimum price. The other services (scanning, photo
editing, invitations and others are targeted towards a more demanding
customers and have somewhat higher prices.

SWOT Analysis
By analyzing the market in the targeted area, we have come to the
following SWOT analysis:
Strengths

The location near the three educational institutions and the

intersections of two streets at Longos, Malabon City,
providing high visibility.

Convenience and low price yet high in quality services.

Weaknesses

The company is small and newly created and has limited

capital for providing wider range of services.

During summer vacations, we are expecting that the profit

will decrease.

The need for payment of loan.

Opportunities

During peak seasons such as feasibility studies, research

papers and thesis writings.

Threats

Presence of competitors.

Natural calamities such flood and typhoon.

Decreasing number of incoming freshmen.

Survey Results

Out of 100 respondents, 90% are students and the remaining 10%
are the working residents within the business area.

From the 1st question, majority of our respondents (92%) dont have
printer at home. And they are considered as our potential market.

From the 2nd question, 79% of our respondents avail printing

services at computer shop.

On the 3rd question, majority of our respondents