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Marketing Aspect

Table 18 shows the marketing plan of the proposed business in terms of

marketing, technical, organizational, and financial aspect.

Table 18. Marketing Plan

Areas of concern Plan
Target market The target markets of the proposed
business are High school and College
students in Dasmariñas City aging 21, 20,
17 and 16 years old, mostly female with a
daily allowance of Php 150.00. The target
market is not limited to the above but will
highly consider their preferences in
setting the strategy.
Positioning Strategy The business would like to see itself as a
24/7 library offering high-quality service.
This will be achieved through offering
complete service and facility beneficial
not only to the students but also other
people who are interested in the 24/7
library. The business will be focusing on
the books and also the academic areas
as the side service of the 24/7 library.
Product/Service The study showed that the appropriate
strategy for the 24/7 library Service
Marketing Strategy. This strategy focuses
on delivering processes, experiences,
and intangibles to customers rather than
physical goods and transactions.
Price The proponent suggests that the business
use competitor based pricing and
penetration pricing strategy. This kind of
pricing strategy considers the prices of its
competitors. The business chose this
strategy because of the healthy
competition in the target location of the
proposed business. Prices are below:

24/7 Library Php 61.48

Computer Rental Php 15.37
Coffee Php 11.56
Printing Php 1.00
Photocopying Php 1.00
Place The proposed business will place the
established 24/7 library in Brgy. Zone 3,
Tagaytay City. The objective is to offer
library services to the students who
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usually go to Dasmariñas City, and

provide them a more comfortable, safe
and peaceful place that is accessible to
the target market.
Promotion The business should use advertising
strategy, highlighting the use of internet
advertisements, flyers, and tarpaulin. This
is based on the result of the survey that
showed that internet advertisements,
flyers, and tarpaulin are the most
important promotional tools of a dog hotel
business. The business’ employees will
also organize, attend, and join dog related
events in Tagaytay City and other nearby
areas wherein they can meet new dog
owners and pet lovers. The business will
have an occasional talk directly to the
customers to know their preference and
to have a good relationship with them. In
addition, coupons and discount cards will
also be given, especially to those who are
having referrals, in order to encourage
customers to try and avail the services
being offered by Dog Haven. The
business will use “It’s good to be home.”
as its tagline which will help the business
deliver the message that Dog Haven is a
place where your dog will enjoy the
ultimate comfort and happiness of home.
The dogs will be safe and secure in their
own space while the owner is away and
will be well taken care of no matter how
long the owner leave them there.
People The business will hire professional dog
trainers, certified dog groomers, and
licensed veterinarians and security guard.
The Dog Haven will employ personnel
through proper screening and selection.
The business will hire employees who are
knowledgeable. It means that the
employees/staff must have a clear
understanding, familiarity, and awareness
of the work being given to them. Other
qualities that an employee must have are
dependable and pet friendly. They must
be accommodating and have a good
attitude towards the dog. They must also
be willing to work so that the customers
will be provided with superior service
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quality.
Process With regard to the process, the business
should focus on rendering good quality of
lodging experience delivered to the
customers. The Dog Haven will offer its
services from 8:00am to 5:00pm during
weekdays and 7:00am to 8:00pm during
weekends and special holidays.
Physical Evidence As to physical evidence, the business is
highly considering the availability of
equipment in rendering services, the
conduciveness of the service area, and
suitability of the dog hotel. It should have
a good ambiance and safe and
comfortable establishment.

Technical Aspect

The supplies and equipment to be used in the establishment should be

bought from the trusted suppliers based in Manila whose products are of high

quality whether from local and international manufacturing companies. This way,

the quality of the products will not be sacrificed and they will be ordered at a

lower price. The floor layout of the business consists of the reception area,

customer lounge, dogs room, comfort rooms, storage rooms, veterinary clinic,

veterinary office, grooming area, and training room. It is designed based on

convenience, accessibility, and ease of communication.