University of San Agustin

Basic Education Department

Senior High School
Gen. Luna Street, Iloilo City

A Marketing Plan for

“Kiosk Type”

Submitted to:
(Name of Teacher)
Teacher, Principles of Marketing

Submitted by:
(Name of Members)
(Section)

(Date of Submission)

NOTE: THE INFORMATION CONCERNING BALIWAG LECHON MANOK AS USED IN THE

MARKETING PLAN ARE THEORETICALLY WRITTEN FOR ACADEMIC PURPOSES ONLY AND
DOES NOT REFLECT ACTUAL INFORMATION ABOUT THE BUSINESS.
A. EXECUTIVE SUMMARY

This part provides an abstract of the whole marketing plan. The first part of the executive
summary should provide an introduction of the business, name of the business, where it is
located, and what are the main products it offers and their target customers. The marketers
should also indicate the main value proposition (marketing statement that a company uses to sum
up why a consumer should purchase their product or services) of the business.

The second part of the executive summary should include the background on why there is
a need to formulate a marketing plan for your chosen business. The marketing objectives and
goals should be clearly stated in this part. In this case, the main reason why the marketer made a
marketing plan for Baliwag Lechon Manok (Kiosk Type) is to improve how its products are
delivered to its customers particularly on the aspects of its location, physical environment and
people. Thus, the scope of this marketing plan will focus on these three aspects of the marketing
mix: place, physical environment and people.

Then, the marketers should explain in detail why these elements are chosen and the
strategies that they were able to develop from the SWOT analysis. It is best to highlight one to
three strategies. The marketers should also include a brief summary of the marketing budget and
how they plan to implement the said plan.

The last part of the executive summary is to explain the limitations of the marketing plan
and what are the possible contingency plans the marketers have if the marketing plan’s strategies
fail to meet the objectives.

NOTE: THE INFORMATION CONCERNING BALIWAG LECHON MANOK AS USED IN THE

MARKETING PLAN ARE THEORETICALLY WRITTEN FOR ACADEMIC PURPOSES ONLY AND
DOES NOT REFLECT ACTUAL INFORMATION ABOUT THE BUSINESS.
B. Business Review

In this section of the business plan, the marketers should first provide a brief introduction
of the business like how they presented it in the executive summary only that they have to
provide a detailed presentation of the business’ product offerings (or services) as well as the
current prices and specific promotional strategies (ex. Advertising). In relation to product
offerings, the marketer must highlight what are the main or flagship products (services) offered
by the firm and what makes these products standout compared to the other offerings that the firm
has.
Next, the marketer needs to provide information on the performance of the business in
terms of units of sale and the corresponding sales in peso. In addition, point out who the firm’s
competitors are and their product (service) and pricing methods. The marketer should provide a
brief comparison of how the firm is doing compared to its competitors in terms of product
(service) offerings, pricing, promotions, and distribution.
Then, the marketers should classify and identify who are the firm’s primary and
secondary target markets and what influence their buying behavior. For example, the primary
markets of Baliwag Lechon Manok based on its location are the residents living in the
subdivisions near the place of business such as Ana Ros Village, Sunshine Valley Subdivision,
and Sacred Heart Subdivision. The secondary market would be the passers-by who happen to
have an interest in buying lechon manok. Further discuss what influence their buying behaviors
based on the cultural, social, personal or psychological factors discussed in Chapter 3B.

NOTE: THE INFORMATION CONCERNING BALIWAG LECHON MANOK AS USED IN THE

MARKETING PLAN ARE THEORETICALLY WRITTEN FOR ACADEMIC PURPOSES ONLY AND
DOES NOT REFLECT ACTUAL INFORMATION ABOUT THE BUSINESS.
C. Situational Analysis

a. Environment Analysis
1. PESTLE Analysis
What are the
changes happening Is this a threat or an
in the industry opportunity for the
How will it affect
PESTLE TRENDS where the business business? How are
the business?
belongs to in terms you going to handle
of Political, this trend?
Economic, etc.?
Political At least 1-3 trends
for each.
Economic
And so on…

2. Industry Analysis
Indicate if High (this
lowers the profitability of
If High (meaning this
the business) and Low
lowers the business’
(increases the profitability
5 Forces of the Industry profitability), what can be
of the business) and
done to change it to a low
Medium (if the effect
rating?
towards the profitability of
the business is average).
Rivalry among competition
Bargaining power of
suppliers
And so on…

b. Key Factor for Success

Controllable Factors Is the firm doing well in this element of the marketing
mix?
Marketing Mix Elements If yes, why? If not, why?
Product
1. Quality
2. Variety of Options
Price
Promotion and so on…

Uncontrollable Factors (List down and briefly discuss the uncontrollable factors that
may affect the business in the course of its operations.)

NOTE: THE INFORMATION CONCERNING BALIWAG LECHON MANOK AS USED IN THE

MARKETING PLAN ARE THEORETICALLY WRITTEN FOR ACADEMIC PURPOSES ONLY AND
DOES NOT REFLECT ACTUAL INFORMATION ABOUT THE BUSINESS.
 c. SWOT Analysis

c.1 Strengths and Weaknesses Analysis

Identify the strengths of the business. This includes identifying the key factors in terms of
people, organizational culture and policies, processes, place of business, uniqueness and
variety of product offerings, pricing of the products, financial resources, current
promotional strategies, and other resources such as availability of equipment or raw
materials and labor for the firm’s operations. List 3-5 strengths.

Ex. For the strengths of Baliwag Lechon Manok Kiosk Type:

1. The business is already a recognized lechon manok provider in the country.
2. The supply for the lechon manok is readily available from its main branches
in Iloilo which is located in the nearby district of Jaro, Iloilo City.
3. Apart from lechon manok, the business also offers a variety of drinks,
chopped lechon baboy, two varieties of chicharon, and siopao.

Then, identify the weaknesses of the business. This is in relation to the firm’s internal
environment. List 3-5 weaknesses.

Ex. For the weaknesses of Baliwag Lechon Manok Kiosk Type:

1. Although the business is located near its target customers, the customers
suffer from lack of parking space especially for its secondary market which
are the passers-by.
2. There is a high turnover in terms of human resources due to misappropriation
of sales.
3. The area is prone to pollution such as smoke.

c.2 Opportunities and Threats Analysis

List at least 3-5 Opportunities of the business. This refers to the external
environment (outside of the firm’s control) such as new products or technology, new
channel, new promotional strategies, availability of a cheaper supply of raw materials,
new law or policies of the government that the firm can take advantage of.
Example:
1. The business can anticipate an increase in sales due to the upcoming holiday
season such as Christmas and New Year as most consumers tend to purchase
lechon manok for this event.

NOTE: THE INFORMATION CONCERNING BALIWAG LECHON MANOK AS USED IN THE

MARKETING PLAN ARE THEORETICALLY WRITTEN FOR ACADEMIC PURPOSES ONLY AND
DOES NOT REFLECT ACTUAL INFORMATION ABOUT THE BUSINESS.
 2. The firm can promote easily and inexpensively through social media since
most of its customers are tech-savvy and spend more time in social
networking sites such as Facebook and Instagram.
3. Affiliate programs and sponsorships are becoming a trend as well as food
blogging as most consumers nowadays tend to consider the actual experiences
and opinions of the people they respect or follow when making purchasing
decisions. The firm can take advantage of this to promote their products as
well.
In terms of threats, list at least 3-5 Threats for the business. In identifying threats,
the marketers must consider the factors that may affect their business negatively in terms
of technology, new products, economic changes, etc.
Example:
1. The firm may experience a decrease in sales due to the inflation rate that
reduced the buying power of its customers plus increasing the prices of its raw
materials.
2. Based on Kantar Worldpanel, the global expert in shoppers’ behavior revealed
that Filipinos are slowly becoming more health conscious. This may affect the
firm’s reputation and sales as they offer oily foods (lechon and chicharon) and
soft drinks as their main products.
3. Due to an increase in tutorial videos found on YouTube, consumers who want
to ensure that what they consuming are healthy may end up preparing the food
themselves.
d. Market Segment
1. Identify your market segments based on the concepts found on page 176
Exhibit 3C-5.
2. From the different market segments, choose your target market and classify
your primary and secondary market.
3. Briefly discuss why you chose them as your target market.
D. Marketing Objectives and Goals
Indicate at least 3 Marketing Objectives and at least 3 goals to achieve each of
your marketing objectives.
Marketing Objectives Marketing Goals
1. Strengthen awareness and repeat 1. Create social media presence
purchase of the product to its through Facebook and Instagram.
customers. 2. Formulate affiliate programs with
popular food bloggers.
3. Generate content-driven advertising
strategies such as TV ads promoting
Filipino values.

NOTE: THE INFORMATION CONCERNING BALIWAG LECHON MANOK AS USED IN THE

MARKETING PLAN ARE THEORETICALLY WRITTEN FOR ACADEMIC PURPOSES ONLY AND
DOES NOT REFLECT ACTUAL INFORMATION ABOUT THE BUSINESS.