Module 7

Importance of Marketing Mix in the development of Marketing Strategy

Explain the 7Ps of Marketing Mix

1. Product
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2. Price
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3. Place
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4. Promotion
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5. People
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6. Process
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7. Physical Evidence
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Among the 7Ps of Marketing or Marketing Mix, what do you thinks is the first priority of the
organization? Give the reason.

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Module 8

Read the case “Cutflower Business” and answer the questions:

Case Study: Cutflower Business

Paula and Victoria are childhood friends. They were classmates in elementary school in their
hometown in Atimonan Quezon. Their families separately own more than 12 hectares of farmlands. As
children, they grew roses in their own little plots for their love of flowers.

After Paula got her BS in Commerce degree at St. Scholastica College of Manila, she went back to
Atimonan, Quezon to try her luck in business. She found her friend Victoria, who got a degree of
Horticulture from the University of the Philippines, attending to her blooming rose farm.

Paula’s far is currently producing 80,000 dozen of roses annually and supplying an area as far
north as Olongapo City. Paula persuaded her friend Victoria to go into the cutflower business until they
attended a seminar on cutflower production. The speaker impressed on them the vast potential of
exporting cutflowers to China, Singapore, London, Australia, United States and Great Britain.

Paula and Victoria understood the opportunities of tapping the export market. It would mean
bringing in more dollars for the country and the employment it would give to some people a help. These
are in addition to the opportunit of making profits and income both for the owner and employees.

Both are determined to go into exports but they are worried about the funding and the organizational
requirements of such business ventures. Managing production alone is more than a man-sized job. They
contend that the same is true with purchasing, marketing, and finance.

1. Based on the case, what is the best place or criteria to consider in choosing a place?
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2. What strategy is needed to be developed in order to attain profit and growth?

Module 9

Read the case “Plastic Products” and answer the following questions:

Case Study: Plastic Products

Miss Jovina Buenaarte was 36 years old way back in 2003 when she first started plastic products.
She made up her mind to operate this business when her friend, a plastic maker, complained about the
unavailability of plastic products in the area which are of standard quality. Those that are locally made do
not conform the requirements set by various users.

With a P50,000.00 starting capital, Ms Buenaarte proceeded to produce plastic products as bags
and kitchen utensils. She personally supervised the mixing of the necessary materials for productions.
Because of good quality control, her products surpassed the requirements of buyers. Her sales increased
considerably even if her selling prices are a little higher than those of competitors.

The firm soon grew into a multi-million peso operation. The number of her employees increased
to about a hundred with five assigned to administration and the rest either as drivers or laborers. Her
market covered the entire province of Laguna.

Miss Buenaarte’s success happened right before the eyes of her administrative staff, which since
then, had the impression that success is not a hard thing to achieve.

It was at this time that Miss Buenaarte tried her hand in the appliance business, where she
became quite successful. However, she neglected her plastic product business and soon her employees
resigned one after the other. After leaving the firm, her production assistant, Mr. Noel Dela Cruz, made
attempts to duplicate the feat of his former boss in the plastic products manufacturing.

Miss Buenaarte was not successful, however, and she is now in deep thought considering what
her next move should be.

Base on the case, what is the best price to offer? Why? Give reasons?

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2.___________________________________________________________________________________
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3.___________________________________________________________________________________
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4.___________________________________________________________________________________
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5.___________________________________________________________________________________
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