Professional Documents
Culture Documents
Introduction
The first part of this chapter consists of the current financial situation and
performance of the company which includes the market share, return on investment,
profitability ratio, liquidity ratio, and the debt ratio of the company. The second half
Camp Benjamin officially opened its doors to the world in the year 2011. It is a
subsidiary company which is owned and controlled by We Lead Group Holdings Inc.,
company. This company offers various activities such as team building facilitation,
its clients. It is a learning facility at its core and place for physical restoration. It uses
as much as organic methods as it could restore people’s health and strength. They
offer programs such as the We Lead Training program to address the team building
strategies and facilitation techniques for building great teams and creating
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I. CURRENT SITUATION
Knowing the current situation helps the company to communicate with the
creditors identify where their money went. A Financial statement is used to evaluate
the overall performance of the company in the industry. Hence, the financial
determines the actions need to be done, whether to add or eliminate a thing or two
The financial ratios are used to quantitatively analyze the company’s financial
statement which evaluates the different aspect of the current financial and
to ensure the future standing of the company. By analyzing the use of assets and
other credit, it helps the business to conduct quality performance better. This helps
the company to measure its financial progress towards reaching the business’s
goals and objectives as wells as surpassing its top competitors or larger competitors
in the industry. However, ratios do not make the financial decisions for the business
but rather will provide what decisions may be made. Financial ratios consist of debt-
to-equity ratio, current ratio, quick ratio, return on equity, and net profit margin. In
this paper, the ratios are selected accordingly since the company provides service
not product.
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Table 1. Financial Situation
How Calculated 2015 2016 2017
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Table 2. Return on Investment
Return on Investment 2015 2016 2017
Analysis: The fiscal year of 2015 garnered 4.75 which is mildly good for its
return on investment since ROI above 5% are generally considered good. However,
for the succeeding years, the return on investment of the company is gradually
decreasing which indicates that the company was not able to make up to its
investment. The year 2017 is negative, which means there is a loss in the
company’s investment.
decrease in its succeeding years. In the year 2015, the net profit of Camp Benjamin
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Analysis: The fiscal year 2015 garnered 6.33% for its market share. The
following year garnered 6.53% for its market share which is higher than the 2015’s
decreased by 2.05% which may depict that the company is gradually losing its share
followed by 1,793,168 for the year 2016 and 19,916,216 for the year 2017. Working
liabilities are composed of share capital, retained earnings, equity, advances from
the stockholders and other payables. The currents assets are comprised of cash and
assets which would generally provide cash within the operating period of the
corporation.
6,742,236 worth of current liabilities which resulted in 1,099,280. This indicates that
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the company has more debts to pay than its assets. The same goes for the
succeeding years.
Analysis: The current ratio of Camp Benjamin for 2016 has decreased by
59% from the 83% ratio of 2015. It has continued to decline in 2017 which was
lesser by 23% because the current liabilities of the year 2017 is higher than its
current asset; therefore the company has a problem meeting its short-term
obligations
Interpretation: The current ratio of the year 2016 and 2017 is a negative,
which indicate that the current assets cannot cover the current liabilities of the
company which is very alarming and crucial for the operations of the company
because these two are the measures of liquidity, which is the ability to meet the
current obligations.
computed by dividing current assets by the current liabilities. It depicts the ability of
the corporation to generate cash to cover its short-term obligations. The currents
assets are composed of cash and cash equivalents, accounts receivables, inventory,
prepayments and other current assets which would generally provide cash within the
operating period of the corporation. The current ratio is a useful test of the short-term
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Table 5. Gross Profit Margin
Margin is the percentage of the residual amount after deducting Cost of Goods sold
from Sales. This is also the available revenue to cover for the other expenses of the
Expenses, etc. The higher the Gross Profit Margin, the more efficient the company
is. Lower gross profit could mean that the Company is underpricing or was not able
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Analysis: The profit margin in 2015 to 2016 was steady at 33%. However,
sales or revenue exceeds or is less than the sum of its expenses. Hence, the
negative Net Profit Margin in 2017, means the company spent more money than it
made.
Assets
income produced by total asset in a given period. Based on the table below, it can
be inferred that there is a net loss in 2017 due to its negative value. From 2015 to
2017, it can be noted that there is a decreasing trend on how efficiently the
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Profitability Ratio 2015 2016 2017
Return on 4.16 2.53 .38
Stockholder’s Equity
Analysis: There is a decrease in ROE in 2016 and 2017 by 39% and 85%
respectively.
the table above, it can be inferred that the company made less profit based on its
Analysis: The year of 2015 taught the most positive equilibrium of asset and
liability management of the company wherein the said year accumulated a rating of
1.13 grounded upon the exceptional balance of asset and liability to further adhere
said asset to compensate for corporate obligations. On the other hand, the
succeeding year plummeted its performance on asset and liability with the
performance .37 on the mathematical basis which can only pertain to a generation of
corporate liability exponentially higher than the generated and retained assets for the
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said year. Fortunately, the recent year of 2017 somehow gradually improved
financial burden is still imperative grounded upon the net loss incurred from the said
year which stipulates the occurrence of asset utilization to compensate for the
Analysis: The recent fiscal year of 2017 garnered the worst financial
rating of -2.15. The reported financial backlash extorted by the company is grounded
upon their accumulation of a net loss from the said year wherein the amassed
influence current corporate stockholders to pull out their investments and demand
for reimbursement towards their financial investments. The following series of events
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Whereas, the year of 2015 generated the most positive inclination towards the return
was inherent on the application of monetary resources incurred upon the said
Receivables
Turnover
does the Company can collect within the year. From the table above, It can be
depicted that the Company can collect faster or sooner (took fewer days to collect) in
2016 compared to 2015 and 2017. This means that cash flows are better in 2016
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Table 12. Asset Turnover
in 2017. It means the company makes PHP5.7 more on every PHP1 value of asset
compared in 2015 compared to 2016, while it makes PHP2.31 more on every PHP1
sales from its assets by comparing net sales with average total assets. Based on the
table above, this means that the Company has a decreasing capability to generate
to the long-term needs and demands of the marketplace which is the first step in
creating a mission and vision statement, which displays the primary reason why the
company exists. The statement reflects the organization’s beliefs such as its image,
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An excellent strategic direction is formulated through a good vision and
mission. The formulation is essential because the organization can know the
foundation of their value and what they believe in. Mission and vision is the
stay in the competitive market and explain to itself to its employees and customer
Vision Statement
“We envisioned a place where the soul of men can be restored and trained towards
godliness and service – A learning facility at its core and a place for the battle-
weary.”
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be attained?
As seen above the table, almost all of the criteria for a good vision statement
were complied with by Camp Benjamin, except for the last one which pertains to the
time the aspiration of such can be attained. Camp Benjamin has a good and useful
vision statement, and it is genuinely being manifested through their activities in the
camp.
MISSION
“We strive to deepen Christian Commitment, celebrate the presence of God within
attitude of respect and reverence for all life. It is accomplished through the
✓
Markets Geographically, “Exploration of our natural In their mission
where does the environment.” statement, it can be seen
firm compete that they use the beauty
of their strategic location
in Tagaytay Highlands.
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This natural environment
is good for exploration
and other activities
Technology Is the firm
technology X
current?
✓
Concern for Is the firm “We want to deepen The company focuses on
survival, committed to Christian commitment, the growth of their
profitability, and growth and establish lifelong customers aligned with
growth financial friendships, intensify what they believe in;
soundness? personal relationship with Spiritual and physical
God within us and around attitude, rather than the
us, through an awareness company itself.
of nature awaken an
understanding of respect
and reverence for all life.”
✓
Philosophy What are the “We strive to deepen The philosophy of the
basic beliefs, Christian commitment; company can be seen in
values, intensify personal the first sentence of their
aspirations, and relationship with God.” mission statement. The
ethical priorities of intensification and
the firm? glorification of Christian
faith is the reason why
Camp Benjamin was
established. It also
“concludes that God must
be in everything we do.
✓
Self-concept What is the firm’s “We want to deepen Camp Benjamin was
distinctive Christian commitment, established to promote
competence or establish lifelong Christian faith and
major competitive friendships, intensify deepen the appreciation
advantage? personal relationship with of nature.
God, celebrate the
presence of God within us
and around us, through an
awareness of nature
awaken an understanding
attitude of respect and
reverence for all life.”
✓
Concern for public Is the firm “We want to deepen Camp Benjamin wanted
image responsive to Christian commitment, the public to perceive
social, establish lifelong them as an institute that
community, and friendships, intensify helps deepen the faith of
environmental personal relationship with a person in God.
concerns? God, and celebrate the
presence of God within us
and around us.”
Concern for
employees
Are employees a
valuable asset to x
the frim?
As seen above the table, almost all of the criteria for a good mission statement
were complied with by Camp Benjamin, except for the customer, concern for
employees and use of technology. Camp Benjamin has a right and compelling
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mission statement to entice its clients and is truly being manifested through their
Current Strategies
4. To promote stewardship that will improve the physical and spiritual being of more
people.
Current Strategies
increase the market share for their products or services in present markets through
marketing effort. The company created a website where potential customers can
access the information of the company. The company is also submitted its name to
to add a new product but related to their current products or services. Camp
Benjamin diversified by expanding by putting a restaurant, hotel, and farm inside the
camp.
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3. Unrelated Diversification – The unrelated diversification occurs when the
company decides to create another product and services not related to what they
currently offer. Camp Benjamin is now venturing to create a fruit stand that sells
organic food, shakes, and another consumable product since the camp has its farm.
Policies
Marketing
significant impact on the external and internal publics of the company such as
relationship.
The employees are expected to build a strict good relationship with the
company’s client, as well as displaying professional behavior to the client and other
Finance
existential role in the organization keeps the right flow of money and hereby direct
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The compensation and salary of the employees are strictly following the
industry’s standards. Usually, the pay may vary according to the employees’
Regular employees are paid through banking system every 13th and 15th of
the month. However, for those who work temporarily and in probationary status, the
company pays them through cash. The basis for the computation of salary for
temporary and probe employees is through actual working hours and work days.
Salary Deductions
Under the Labor Code, the following are the standard deductions authorized
by the code. Deductions from the salary of the employee must not be above 25%.
2. Philhealth Contribution
3. Withholding Tax
The company has the right to require their employees to work overtime during
rest days, holidays and ordinary working days, including Sundays. The excess work
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this is not applicable for employees under the managerial position and members of
Operation
the company. The policies are also boundaries set by the management which
The operation policies of Camp Benjamin consists of the working hours, days,
and attendance of employees. Policies like this are created by the company to keep
track of daily operations to ensure that each department maximizes its working time.
The company is strict when it comes to the working hours and attendance of each
employee because this policy focus on the efficiency and productivity to execute its
The employees are expected to render precisely 8 hours of work for 5 to six
days a week following the labor code of the Philippines; lunch hours are not
included.
Human Resource
The policies in Human Resource were created to ensure that employees know
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The company will provide an orientation for newcomers about the proper
Code of Conduct
The company expects a good standard of behavior from the employees, such
as proper/decent dress code, mobile phone use, language and punctuality, and
professional conduct.
The employees cannot post anything related to the company and rude
comments and post on their social media. The company aims to keep their
information confidential, wherein the employees are not allowed to post anything
related to the company on social media. This policy also protects the reputation of
the company, especially the behavior of employees on social media which may
The employees who are under the influence of drugs will be terminated
automatically. A drug test is also mandatory for the hiring process. Camp Benjamin
Drugs Act of 2002, and its rules and regulations under DOLE Department Order No.
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53-03, series of 2003 which is a guide on drug-free workplace policies and programs
The company believes that the working environment of Camp Benjamin should
esteem and dignity of individuals one that is free from all kinds of sexual
harassment, such as sexual intimidation and exploitation. The company has a set of
The employees who are under the influence of alcohol will be sanctioned
immediately. The company believes that a workplace free from alcohol influence
with the requirements of the Department of Labor and Employment, where the
Chapter 2
Corporate Governance
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Management is the process of getting individuals together to achieve goals
human interaction which encourages and design the creation of helpful strategies
from a system. This view opens the chance to oversee oneself, which is essential to
Leadership
interest and relationship of the company’s stakeholders, which are primarily the
envelops every business model from inward controls, to a series of tasks and
3. To help the company achieve stability and growth in the competitive market.
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Fig 1. Corporate Governance
Organization Structure
According to Ms. Kristina “Bani” San Mateo, this is the old version of Organizational
Chart of Camp Benjamin which is limited and simplified; the new model is currently
being constructed to make it easier in defining and identifying the line of authorities
inside the organization. This structure identifies each job and task in the organization
and where it reports inside the organization. It is usually illustrated by using a chart.
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It comes in many shapes. It is also used to summarize the communication inside the
Top management transforms the policy created by the board of directors into
attainable goals, objectives and effective strategies. Top management also projects
decisions that affect everyone in the organization, and is held accountable for the
Officer (COO), Chief Financial Officer (CFO). The term president or vice president
Monies Money Changer, Inc. We Lead Land Development Land Inc. and Youth With
A Vision, Inc. Before this, he was the country manager of Converse Phils. Inc and
Vice President for Sales and Marketing of ELAD Telecom Phils. Inc and led his
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pioneering “first delivery attempt” of FDA System. Mon currently serves as a Youth
Pastor at Jesus is Alive Community consistent with his passion and burden for the
youth. He is one of the founders of Youth With A Vision (YWAV), the youth ministry
of JIA with 5000 members nationwide. He has enabled, both professionally and in
his capacity, hundreds of less privileged but deserving students to complete their
high school and college education while sponsoring and supporting various
Mon completed his Bachelor of Science Degree in Electrical Engineering from the
Before this, he held the position of Director of Business Development at SGS Gulf.
Ltd. ROHQ. He also has almost two decades of experience in human resource
the following positions, Director of Business Development at SGS Gulf. Ltd. ROHQ,
Vice President for Human Resources of ePLDT Ventus, Vice President for Human
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Resources of Bankard, Inc. He also held the position of Production Planning and
2009 – 2010 and spearheaded the revamp, repositioning and redesign of the PMAP
Website in 2011 – 2012. Francis has likewise facilitated at least a hundred change
and culture management, seminars, and pieces of training for various profit and non-
University of the Philippines in Diliman. He took and topped the YGC – De La Salle
Aldin D. Aurello
General Manager
also completed his Bachelor Science Degree in the same field from the University of
the East.
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Aldwin held the positions of Presale Manager of Convers Philippines and Account
Manager at ELAD Telecoms Phils. Inc. He also managed the Training Section and
he ensured the level of staff competency and efficient management and utilization of
network facilities. His passion for leading people into learning started when he held
the position of Engineering Professor at the University of the East and ECE reviewer
Companies. He also acts as business Development Director sourcing out new and
President for Sales and Marketing of ELAD Telecom Phils., Where he was
Communications.
Marketing Department
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The Marketing Department of Camp Benjamin is spearheaded by Mr.
and lastly, the Marketing Supervisor, Ms. Lois Goloy. The heart of the business is
located in the Marketing department. The success and failure of the company
depend on how the marketing department executes their ideas to reach out to its
without a motive of gaining profit. The nonprofit organization supports the general
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public such as students, low-income families, homeless people and victims of
of long-lasting change for the underprivileged. The organization dedicated their time,
talents, resources that will help the community to transform into something beautiful
through education, training, and formation of values. Youth With A Vision aims to
help students or youth to succeed in life through education, this foundation primarily
relies on donations, mobilizes volunteers, and excess money from the company.
with their education. It was established to support the unprivileged attain self-
reliance and share the love for the hopeless and hurt. The organization has sent
hundreds of youth to school. The foundation ensures students have access to their
necessities so they can focus on learning since not all families can afford to send
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Environmental Stand of Camp Benjamin of We Lead Group Holdings
The use of sustainable energy is currently in the trend, more companies and
customers are pushing for the green movement. Sustainable energy movements or
what they call the “Green Movement” is a product of social concerns regarding the
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Camp Benjamin Uses Solar Power to Power the Facilities.
Camp Benjamin took the initiative to sustain renewable energy. Today, with
Camp Benjamin saw its potential that can reduce the expenses of the company, as
well as generating clean and reliable energy, they resorted to Solar Energy
Technology. Camp Benjamin is the first camp in Cavite to use solar panels and is
leading the renewable energy movement in the province. The said solar panels
could support two electric consuming buildings in the camp, specifically the Shalom
improve, and have a better future for the coming generations. It also helps the
business reputation. Sometimes, it may be a small effort or significant effort, but the
result is always the same, gradually improving the community and society. It can
also attract potential talent and staff which is good for the company.
2. Increased recognition
3. Customer loyalty
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Chapter 3
External Audit
Macro Environment
Political Forces
The situations of a country is a political force that affects the industrial setting
especially the performance and business operation. These actions can be seen on
the regional, national, and international level. Political and government environment
must be prioritized by business owners and managers to know how these changes
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President Rodrigo Duterte’s administration is filled with reconstruction in
power dynamics, international scrutiny, terrorism, and other security threats. The
now, the president turned more than 26 political dynamics. According to Philstar 1
Global, the state should expect a vast international affiliation and involvement if the
war on drugs concern is ignored. The campaign war on drugs thus far resulted in the
deaths of more than 3,000 people in just three months, mostly in poor areas. Extra-
judicial killings and human rights violation sum up the aggressive anti-drug campaign
of the president. The Philippine currency has reached its lowest since President
Rodrigo Duterte took office and the Philippine peso is the worst performing currency
in Asia, 50 pesos for a dollar. Today, the president is known for his blatant disdain of
social justice and concern for human rights which resulted in a disaster.
Relevance: (Threat)
The shift in power dynamics and uncertainty around the path being taken by
the current administration as well as the blatant disregard of human right by many
Filipinos will affect the foreign and local regarding their investments in the country.
The failure in diplomacy and international relations also influence the future investors
1
https://www.forbes.com/sites/panosmourdoukoutas/2018/08/02/duterte-is-leading-the-wrong-
revolution/#678861f43dfc
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The Effect of Corruption and Bureaucracy
The World Economic Forum also cited that corruption in the government and
bureaucracy is still a big problem in doing business in the Philippines. The Financial
Markets noticed that the country is underperforming other regional markets for the
Country Ranking
Philippines 56
South Korea 26
China 27
India 40
Malaysia 23
Thailand 32
Indonesia 36
Corruption and bureaucracy have made the Philippines grossly incompetent in the
world market according to the 2018 World Economic Forum (WEF) ranking which
ranks the Philippines 56th out of 137 listed countries. 2 The Philippine market has
President Rodrigo Duterte is leading a wrong revolution which causes to divide the
2
https://www.philstar.com/headlines/2018/07/24/1836482/sona-2018-things-administration-wants-done-and-dutertes-reasons-
why
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country into the weak and powerful in his policies. Usually, revolutions have noble
causes, to help the people and to separate them from the wrongs. Duterte said in
July that corruption is embedded deeply in our government. The president also said
Relevance: (Threat)
Corruption and failed government bureaucracy in the country is also bad for
business, and it is not good for the development of law rule, which is a vital part of
attracting good foreign investment. It is also relevant to the paper in a way that
misuse of an office for personal gain leads to operational inefficiency. This factors
will create a less favorable business climate inside and outside the country which is
The department of tourism recently launched the “It’s More Fun in The
Philippine Farms” last October 23, 2017, in line to attract not only local tourist but
also foreign ones. This program aims to put a spotlight on the farm life of the country
which also includes the best crops of the country and the rejuvenating experience in
the farm. The Department of Tourism believes that this program is a route to
Relevance: (Opportunity)
The agritourism and “Bring A Friend Home” program will help to attract visitors
and tourist to farm areas for production, educational and recreational purposes that
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can help showcase the beauty of the country’s agricultural lands as well as the life in
a farm. The “Bring A Friend Home3 “can also help to enhance the number of tourist
in the country not just for a short span of time, but also for a long time.
Filipinos to encourage their foreign friends to visit the country. The program was
created to fully support the continuous rise in visitor arrivals of the country, and also
Relevance: (Opportunity)
The Agri-tourism and “Bring A Friend Home” program will help to attract
visitors and tourist to farm areas for production, educational and recreational
purposes that can help showcase the beauty of the country’s agricultural lands as
well as the life in a farm. The “Bring A Friend Home” can also help to enhance the
number of tourist in the country not just for a short span of time, but also for a long
time.
Economic Forces
The direction and nature of the economy in which the business operates are
called the Economic Forces. This environment consists of economic growth levels,
unemployment trend, price fluctuation/inflation and changes in the rates that affect
3
https://www.rappler.com/life-and-style/travel/ph-travel/186153-dot-more-fun-philippine-farms-program
http://cnnphilippines.com/lifestyle/2017/12/28/exploring-the-Philippines-tourism-industry-booming.html
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the functionality of the industry. These include factors that determine the
competitiveness of the environment in which the firm or the industry operates. Thus,
this might contribute to the success or failure of the company, distinguishing the
different economic forces that have a tremendous impact on the firm or industry.
In the year 2017, the gross domestic product (GDP) of the country grew by
6.7%, somewhat below 2016 which was 6.9% regarding growth. 4 With this kind of
result, Philippine still placed among the fastest-growing economies in Asia, followed
after China’s 6.9% and Vietnam's 6.8%. The Philippine economy grew by 6.6% in
the last quarter of 2017, somewhat below the 6.7% median forecast in Bloomberg's
poll.
Relevance: (Opportunity)
identifying the value of the business investment and portfolio in the current and
expected future. This is also relevant in determining the shift of production possibility
curve of the country to be able to cater the needs and demand of the public. As a
result of the fast growth of our country’s Gross Domestic Product, all local business
can now use the opportunity to grow. Companies are expected to expand and take
more risk when the economic climate and conditions are right.
4
https://tradingeconomics.com/philippines/unemployment-rate
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What drives the Philippine Economy
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Meanwhile, the agricultural industry grew the fastest in the 4th quarter at
the figures were down from 7.9% and 7.2% in the year 2016. 2.4% growth in
agriculture rebounded by the 4th quarter, from -1.3% in the same period in 2016. 5
Relevance: (Threat)
and other goods and services in the market, it can be concluded that the whole
economy is affected. It can significantly affect the cost of living, doing business.
Borrowing money, mortgages and other corporate bonds. Inflation is usually caused
either by supply and demand; it can affect the consumer in a way that they pay more
5
https://www.rappler.com/business/194294-gross-domestic-product-philippines-q4-2017-economic-growth
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for the same goods and services. The inflation hit 6 hardest those consumers with low
salary and have not received any increase in wage over time which results to people
have to continually get a raise to keep up with the increasing prices of goods.
down by 5.4 percent from 5.6 percent about a year ago. The number of unemployed
488 thousand to 40.66 million. The rate of labor force declined to 60.1 pent from
60.6 percent. The workers in the service sector made up 57.5 percent of the total, to
be followed by those in the industry of agriculture with 23.1 percent and 19.4 for the
percent from 1994 to 2018, being the highest of all time, with the percentage of
13.90 in the first quarter of 2000 and a record low of 4.70 percent in the last quarter
of 2016.
6
https://www.rappler.com/business/211176-inflation-rate-philippines-august-2018
7
https://tradingeconomics.com/philippines/unemployment-rate
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Fig 4. Philippine Unemployment Rate
Relevance: (Threat)
The unemployment rate is a key to measure the current state of the economy.
If the unemployment rate in the country continues to increase, it may result in a loss
of production and consumer spending and also affect the state gravely. This also
The prices of goods soared to another 9-year high, resulting in 6.4 % increase
last August. According to Rappler, the latest figure from the Philippine Statistics
Authority (PSA) last September 5, 2018, was higher than July’s 5.7%. This inflation
is also the fastest since March 2009’s 6.6% hit during the Arroyo administration.
beverages with a percentage of 8.5%, tobacco and alcoholic with a rate of 21.6%,
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miscellaneous goods and services with a percentage of 4% and lastly, recreation
Relevance: (Threat)
It can significantly affect the cost of living, doing business. Borrowing money,
mortgages and another corporate bond. Inflation is usually caused either by supply
and demand; it can affect the consumer in a way that they pay more for the same
Social Forces
business, social trends and consumer psychology. Social factors can affect a
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person’s attitudes, opinions and interests, therefore, it can impact the sales of
The biggest threats to hotels in 2017 are from Airbnb according to a Report
from Hospitalitynet. The valuation of Airbnb is well over $10B which is higher than
majority of the dominant hotel in the world like hyatt. The app has impacted the hotel
than hotels.
Roughly around 25% or 4.66 million of Filipinos 8 with gross income in a range
of Php 64,317.00 to Php 787,572.00 took up the Total Philippine population in 2013.
The Filipino middle class is expected to grow in the coming years due to high GDP
growth rate of the country, remittance from the OFW’s and strong BPO growth
forecast, this also includes the increase in net disposable of the said group. The net
disposable income of the year 2017 amounted to Php 17.6 trillion at current prices,
Relevance: (Opportunity)
8
http://worldpopulationreview.com/countries/philippines-population/
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The growth of the middle-class population and its disposable income will result
in a decrease in the country’s poverty which will further increase the workforce and
Filipino residents went on staycations during the past year, averaging 2.4 “trips.”
annually. And seven in 10 are already itching to go on one within the next 12
months. The 2018 Filipino Staycation Study, which was conducted through online
interviews by Nielsen, was held in February. Some 516 Filipinos and permanent
residents aged 21 and above were asked about their staycation habits. “Not only
does this underscore the growing appeal of Filipinos being tourists in their backyard,
staycations have also become quick and easy alternatives for Filipinos to take a
short break without the need for detailed planning or extensive traveling,” said Simon
conference.9
Relevance: (Opportunity)
This is also a great idea for customers to have a change of environment from time to
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Filipinos lead the world in 2014 in the amount of time spent using social media
and the internet. Social Media is widely used in the Philippines, one of the main
reason for this is that around 12 million Filipinos are working overseas, and the only
thing that primarily connects them to their friends and families is the use of social
media. In the year 2017, Facebook.com became the most visited and used social
media in the Philippines, making the country the social capital of the world. The
reasons why Filipinos use social media is to connect with friends and families, to
meet new people, to share their unique life experiences and for company purposes.
Relevance: (Opportunity)
The usage of social media in the country will significantly benefit businesses
since many of the country’s population is now using social media as their platform or
Transportation Franchising and Regulatory Board. The commuters have the burden
of paying overpriced and overtaxed oil and tollways, which is not intended for them,
The transportation hike can significantly affect the families with low income to
transfer to one place to another which are the primary mode of transportation in the
shuttle services for their clients, this can be included in the service package.
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Technological Forces
Technological factors are one of many external factors that can affect
businesses and are an integral part of the PESTE Analysis. It can be defined as
local or global scale. Technological advances can provide numerous advantage. The
Most Travelers Consider Free Wi-Fi as one of the Most Important Factors in
These days, people who travel with gadgets, for example, telephones, tablets,
and PCs never again observe Wi-Fi as a perk 10, yet as a must-have requirement
have when they check in at a hotel. Hotel guests hope to have the capacity to use
the internet flawlessly and without an excessive number of struggles. Hotels have
now invested to Wi-Fi technology to attract and ease clients that usually travel.
According to a study, most of the travelers want WiFi access in their rooms with a
percentage of 90% and while it was also mentioned that they would not return if WiFi
is not provided inside the hotel. Poor quality of internet service could damage and
Relevance: (Opportunity)
Most of the tourist and travelers today want WiFi access in their rooms. The
strengthen the customer relationship. The customer will stay loyal to a hotel if their
10
https://www.noobpreneur.com/2016/06/02/business-travel-why-hotel-wifi-is-a-must-for-the-best-hotel-
experience/
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expectations are met, since this is a proven case already. WiFi is full of benefits both
for customers and businesses, for instances like housekeeping can be notified
where and when to clean rooms using WiFi the minute they become available, in
return, housekeeping staff can inform the front desk if the rooms are clean and neat
for new guest to check in. The guest can also contact the concierge directly using
WiFi to address their needs; this can create a good and stronger relationship with
the customer.
locate the client. The organizer or facilitator can coordinate with the client from a
distance after sending them off to reach each target. They will identify the clients
based on the point values and range. The GPS is primarily made for team building
activity. Each team will encounter hurdles as a team and overcoming this together
Relevance: (Opportunity)
flexible for team interaction, since the point of teambuilding is for them to improve
cohesion with one another, using technology really adds more challenges that can
really break the ice between employees that don’t usually interact with one another
that might lead into a memorable event and form new bridges between the
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Associating The Use of Supersonic LED Strobe Bracelets in Teambuilding
Activities
the challenges for their clients. The bracelets emit a bright colored flash to determine
the cue for their clients, and this can be controlled by the organizer of the company.
The company can coordinate with the host of the event and teambuilding activity to
11
https://www.bizbash.com/adventure-associates-geotrek-activity-based-recreational-sport-geocaching-using-
gps/gallery/168959
Page | 47
Relevance: (Opportunity)
flexible for team interaction, since the point of teambuilding is for them to improve
cohesion with one another, using technology really adds more challenges that can
really break the ice between employees that don’t usually interact with one another
that might lead into a memorable event and form new bridges between the
manually analyzing the soil and field, drones can be used to start the crop cycle by
Relevance: (Opportunity)
With the use of technology, farmers and investors in the agricultural sector
can now yield crops faster than the usual. Drones are revolutionizing the agriculture
game, and it can quickly boost the productivity of the farmers with accurate results
and reduce or cut the cost of production and increase overall efficiency. More
businessman will invest in the agricultural sector because of this progress, hence
Environmental Forces
12
http://blogs.edf.org/growingreturns/2015/08/19/3-ways-drones-can-help-take-agriculture-to-new-
sustainability-heights/
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These factors refer to the natural scenarios or events that occur within the
scope of the environment of the industry and how to affect it directly affects the
The extent to which the setting will be affected by climate change. Thus, it is
expected to impact the whole industry in the future negatively. Climatic events such
The company can go green, to battle climate change. The current hotel
managing food waste and garbage. People are demanding the green movement,
which encourages hotel and resorts to minimize their negative impact on climate.
With the intense demand by the people, this can be an opportunity for the company
even the loss of agricultural lands, deforestation, soil erosion, air and water pollution,
13
https://www.bartleby.com/essay/Environmental-Issue-in-the-Philippines-P35ET3E3RYZA
Page | 49
improper disposal of solid and toxic wastes, which leads to a demand of
environmental haven.
Relevance: (Opportunity)
to its customer, with the loss of biodiversity and a change in climate, Camp Benjamin
is the perfect location for tourist. The camp is just 90-minutes away from Metro
Manila, making Tagaytay the favorite getaway spot for both local and foreign tourist,
The use of hazardous materials is strongly present in the hotel and resort
industry. These materials can have a negative impact on the environment if not used
properly. Hazardous waste comes in many shapes and forms as possible. It is often
dangerous to the climate, land, water and most importantly, animals and humans.
The effect of hazardous materials are usually long-term, this includes the animal
mutations, cancer and other deadly diseases that can easily infect humans,
waterways pollution, and destruction of many natural lands and sea resources. 14
Relevance: (Threat)
Hotels and resorts are tasked to be responsible at all times regarding correct
disposal of hazardous waste, not following the right process and procedures can
result not only damages to the perception of the consumers towards the company
14
http://www.nswai.com/nswaiadmin/Pdfs/insertPdf/i_2015/i_Nov15/THE%20STATE%20OF%20HAZARDOUS
%20WASTE%20MANAGEMENT%20IN%20THE%20PHILIPPINES.pdf
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Industry Analysis
Fig 6.
Numerous independent players in the industry are present; this means that a
the hotels and resorts have greatly diversified to some extent such us shops,
casinos and other complex packages. The threat for new entrants in the Resort
industry is moderate to high, given that there are mild restrictions and level of
entering this industry. Customers usually seek and look for the affordable and best
prices to a competitive market. Resorts and hotels are also resorting to catering to
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the client’s mental being and physical being such as team building and recreational
consultants. The Bargaining Power of Supplier is the ability of the suppliers to have
control to the prices, services, and other costs that concerns the transaction
between the businesses and the suppliers. The supplier power is assessed as
moderate overall. Since supplier services and equipment are essential to the hotel
and resort industry, it is all about the quality and availability a supplier can provide to
The Bargaining power of buyers is the ability of the buyer to demand better
service and quality, as well as lowering the price. Price is a significant factor in the
customer’s bargaining power. Clients can shift from one brand to another especially
when their purchasing capacity is limited, the smaller and more powerful the
customer base a company has, the higher the bargaining power of the customers
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The threat for new entrants in the Resort industry is moderate given that there
are mild restrictions and level of entering into this industry. The hotels and resorts
industry is full of travel and tourism trends, and it is almost possible to enter the
industry from a small start-up business. However, the sector is expensive regarding
the upfront investments in building, staff, and furnishing. Hence it is capital intensive.
specific property also need to be taken into consideration which varies depending on
the location.
There are no major substitute products for the hotels and resort’s product and
service. If the marketing strategy is focusing on attracting tour group, then the
company will subject to influential buyers provided that no oversupply for the
company’s target market. The industry is not vulnerable to any intense rivalry due to
the fragmented nature of the competition. Clients may switch only due to the
Substitute refers to a product or service offered by other industry that has similar
benefits to the consumers as the product or service produced by the firms within the
industry. The availability of substitute products can make the sector more aggressive
Markets
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The total revenue of the hotel and resort industry is growing annually by
millions. In the fiscal year 2015, the total revenue garnered in Php 82B, to be
followed by Php 85B for 2016 which is Php 3B higher than the previous year. The
latest total revenue for the industry increased by Php 5B which is Php 20B according
to the computation of statista 15. The primary market is mostly tourist, travelers,
corporate teams such as problem-solving team, quality team, virtual team and
workgroup which are essential in every organization. The secondary target market is
those people who want to transform into their better self and seek a change in
lifestyle.
Customers
Hotel and Resorts consumer or as what they call clients usually look for excellent
quality rather than the price. It was proven by Zeithamal et al. (2003) that satisfaction
could increase the loyalty of a customer. However, it was stated that the behavior of
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Camp CO1 The Farm CO2 Anya CO3 Acuaverde
Benjamin at San
Benito
CRITICAL
Rendered
Price 0.15 2 0.3 4 0.6 4 0.6 4 0.6
Place / 0.15 4 0.6 4 0.6 4 0.6 4 0.6
Location
Advertising 0.15 1 0.1 4 0.6 4 0.2 3 0.3
Hospitality 0.15 4 0.6 3 0.45 4 0.6 3 0.45
Quality
Service 0.10 3 0.3 4 0.4 3 0.3 3 0.3
Competitiven
ess
Promotion 0.15 2 0.3 3 0.45 2 0.3 2 0.3
and
Marketing
TOTAL 1 2.8 3.7 3.2 3.15
Legend:
4 – Major Strength
3 – Minor Strength
2 – Major Weakness
1 – Minor Weakness
The company with the highest competitive profile Acuaverde with the
numerical data of 3.15 in critical success factors as seen on the table above. The
strategist used four as the primary strength to weight the average score to identify
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the difference of Camp Benjamin from its competitors. The areas where we have to
hospitality and quality of the service. The strategist believes that the service and
quality provided by the company will help the company to stay in the market while
The use of different distributors helps the company to achieve its goals and
target sales. Using different channels enables the company to reach numerous
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segment in the competitive market. Below is a list of service distributor for Camp
Benjamin that makes the service available to the potential clients of the company.
other companies that excel in a particular task which can increase the value of the
company.
GoalKeepers Philippines
Agoda Philippines
bookings in Asia, is in partnership with Camp Benjamin, the local hotel and Resort
a specialist who also focuses initially on the Asia Pacific region, in popular
destinations specifically like Bangkok, Hong Kong, and Singapore. Agoda will
provide Camp Benjamin with access to their Yield Control System (YCS) allowing
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them to manage yield rather than focusing on negotiating long-term pricing
dynamically. Agoda’s local market expertise will enable it to provide Camp Benjamin
with advice on frequently changing market situations and trends which can translate
Public
The public that represents particular opportunities is those who are in the
corporate setting, schools, and teams of any kind. It is also an opportunity for the
company because they can inform the clients that the company can be trusted and
have full confidence. However, there are no particular problems or threats from the
public since Camp Benjamin excels in transforming the battle-weary person which is
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Probable Impact on Corporation
(OPPORTUNITY)
The Philippines is the top
The Effect of Hazardous users of social media.
Material. (THREAT) (OPPORTUNITY)
The Probability of Occurrence
d Score
Opportunities
O1: Staycations the entice majority of .11 3 0.33 Filipinos being tourists in their backyard.
Filipino people.
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.10 1 0.1 Social media can be used as a Promotional
social media.
O3: Deforestation leads to the high demand .05 3 0.15 The ecological setting of Camp Benjamin is
for the environmental haven. perfect to fill in the loss of ecological haven.
O4: The implementation of Bring Home A .11 3 0.33 Increase in sales.
T1: The Effect of Hazardous Material. .05 3 0.15 Can affect the environmental setting of Camp
Benjamin.
T2: The effect of corruption and .09 3 0.27 Decrease in investors.
bureaucracy.
T3: The implementation of toll and oil hikes .06 3 0.18 Hinders the power of clients to transfer from one
Weakness 1 – Poor
accordingly by Opportunities and Threats. The following are the indicators whether
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d. 5.00 company is outstandingly responding to the respective
environment.
The total average of the analysis garnered a total of 2.95 from the weighted
score of the Opportunities and Threats. This indicates that the company is poorly
positioned and not doing well in the present external opportunities and threats. The
company should take the opportunity using their strengths to enhance their value as
well as to increase their profitability. The threats can be eliminated using the
Chapter 4
principles. This chapter ascertains the areas of opportunities and threat in the
company. Also discussed in this chapter is the internal audit which serves as the tool
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in understanding the business or company itself based on their resources and even
their capabilities. This analyzation will enable the company to identify its internal
strength and also its weaknesses. It would significantly contribute to the company’s
planning and decision making, and even improvements needed to be done internally
understanding attitude of respect and reverence for all life. This is accomplished
and realistic, Camp Benjamin also has their facilitators to execute the mission
3. Expand our markets and identify new potential markets for our services.
guests
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5. To retain our current levels of repeat business and developing further customer
The marketing objectives and goals of the company are specific, actionable,
time-bound and relevant. The strategist used the SMART mnemonic to analyze the
in the marketing world in identifying and creating long-term goals to improve the
business. The following objectives are appropriate to guide the direction of the
company given the company’s current position in the competitive market which was
A.3 Strategy
increase the market share for their products or services in present markets through
marketing effort. The company created a website where potential customers can
access the information of the company. However, it is not updated from time to time.
The company is also submitted its name to travel directories to increase the
to add a new product but related to their current products or services. Camp
Benjamin diversified by expanding by putting a restaurant, hotel, and farm inside the
camp.
decides to create another product and services not related to what they currently
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offer. Camp Benjamin is now venturing to create a fruit stand that sells organic food,
shakes, and another consumable product since the camp has its farm.
marketing and sales and its systems, while the interface efficiency discusses the
Theodoric Mortel. It can be seen in chapter 2 that he is also part of the top
Theodoric Mortel himself. He has sufficient authority over the marketing support and
operations of the company. However, the marketing activities of the company are
limited:
The marketing and sales department are handled by Mr. Teodoric Mortel.
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single person. The service management is working effectively since the other staff
has a degree in service management which vital skills and competencies are
company know how to address client concerns and grievances immediately Camp
Benjamin motivates their employees by conducting the 1-on-1 session that is usually
done in the midyear. They assess their employees if they are on the right track and
what are the areas that need to improve on, and they also organize an Employee
Recognition Program every end of the year wherein they recognize and reward work
means that their work is valued and appreciated. Conducting the said program will
help the company build loyalty, supportive work environment and increase its
People are divided according to the function they perform in the organization. Each
department has its department head that is responsible for the performance of
organization. The departments present in Camp Benjamin do not need any direct
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C. Marketing System Audit
planning systems and marketing control systems. The marketing information system
discusses and gathers the current situation of the marketplace related to customers,
prospects, distributors, and dealers. The sales targets and quotas are also included
in the marketing system audit. Annual objectives are also analyzed to measure the
control procedures while analyzing the profitability of each product and services.
Marketing system audit also discusses the possibility of screening a new product
Benjamin has already a numerous partnership with huge companies, and the
still being prioritized and monitored. They are also assessing how their competitors
are doing if they did anything different from their usual strategies to the launching of
new services.
In the current situation of the company, the marketing planning system is not
active and efficient. The use of other promotional tools is not being exercised by the
marketing department. The result is not acceptable for the sales targets and quotas.
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The marketing control system of the company is not being done efficiently to
achieve its long-term objectives since as seen on the financial statement of the
company, there is a massive loss of investment. The company must enhance their
building venue, however, if possible and attainable, they might, but with extensive
expand, contract or withdraw from any business segments available. It also consists
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Fig 6. BCG Matrix
The company consume a lot of cash but bring little in return. The company holds low
market share in the fast-growing industry, which indicates that the company should
Since the marketing activities of Camp Benjamin are limited, there are no
excessive costs that hinder the profitability of the company. Therefore, cost-reducing
Marketing function audit discusses the primary information about the product
or service provided by the company. This audit tackles the objective, price, sales
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E.1 Service
service, and very differentiated from the competition. The objective of Camp
Benjamin for its service is to maximize and enhance their current performance in the
field of the workforce, security services, and hospitality management. The company
segment its service specifically to corporate teams, travelers, and tourists. Camp
E.2 Prices
The service price of Camp Benjamin set their price that surrounds the middle
market, close to their competitors’ basic service prices. Essentially, this allows them
to capture the middle market, including the lower and higher markets all in one go.
The clients of Camp Benjamin see the prices of their service in line with the value
they offer and deliver. The objectives of the company as whole stated that they aim
Camp Benjamin provide compatible service to their clients who want to change
lifestyle, physically and spiritually, and further enhance their relationship with other
people.
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PARTICULARS RATE PER HEAD NO. OF PAX TOTAL
Accommodation Package:
3 Meals 2 Snacks
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Zip line 300 Covered court (day/hour) 1000
Rappelling 300 Covered court (night/hour) 1500
Wall climbing 300 Open court (day/hour) 500
Swimming pool 400 Open court (night/hour) 1000
Bike facilities 300 Volleyball (per hour) 150
Bonfire (with wood) 1500 Basketball (per hour) 150
Service information is provided to the guest via direct marketing and the
camp is just 90-minutes away from Metro Manila, making Tagaytay the favorite
getaway spot for both local and foreign tourist, as well as a retirement haven.
The objective of the sales force is to bring enough profit to the company by
utilizing each asset they have, however, the financial standing of the company
shows that there is a huge loss in investment and assets are not being utilized. The
sales force of the company is not large enough to accomplish the company’s
objectives, below is a list of the company’s sales force. The sales agent of the
company is rewarded by commission from the deal they close. Each sales agent has
its technique in winning their clients. Some use word of mouth, and others go out to
meet different people in the corporate world, this indicates that the sales force of the
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company does their jobs with ability and effort. The company does not compare their
Direct Sales
The company interacts with its customer during proposals and meeting, which
they automatically adjust with the needs and wants of the client to win the deal.
Agent
The company make us of the sales agent to market their service, each sales
agent has its technique in acquiring clients for the company. They provide potential
clients for the company with a commission. This may vary according to the
Partner
Camp Benjamin offers its services to companies with team problems that
need to be addressed to enhance the trust, communication further and the climate in
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Table 22. Internal Factors Analysis Summary
Strengths
S1: Professional Facilitators .05 4 0.2 Knows how to take care of the
and strong Customer clients
Service Support
S2: Price surrounds middle .10 4 0.4 Can capture the lower and
market higher markets all in one go.
S3: Huge strategic Alliance .10 3 0.45 Partnership is huge than its
with Ayala, Jollibee and competitors.
Robinsons
S4: Market Penetration: .10 5 0.5 Establish awareness
Company Website with
information
S5: Related Diversification: .05 5 0.25 Expands their customer hold
Fruit stand and other
consumable fruit products
S6: Proper Waste Disposal .10 3 0.3 Lessen the impact on climate
Weaknesses
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The total of the Weighted Score column. This tells how well the company is
generally responding to the factors in its internal environment. The better positioned
your company resources are, the higher the rating will be:
The total weight score column of Camp Benjamin’s internal factor garnered a
total score of 3.3 which indicates that the company is neither well nor poorly
positioned, just average. Given the strength, the company can eliminate its
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Chapter 5
A. Situational Analysis
examines both the internal and external environment of the industry and company
chosen. The mnemonic SWOT stands for internal strengths, internal weaknesses,
external opportunities, and external threats. This is essential in research for the
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Friend by awareness and sales.
Department of
Tourism
O5: 0.066 3 0.19 ✔ Integrating the use of
Implementation of advanced technology
New Tracking could create a service
Device: GeoTrek differentiation from its
competitors
O6: Associating 0.066 3 0.19 ✔ Integrating the use of
the Use of advanced technology
Supersonic LED could create a service
Strobe Bracelets differentiation from its
in Teambuilding competitors
Activities
T3 T4: The 0.066 2 0.13 ✔ With the oil and toll
implementation of hike, this could affect
toll and oil hikes the mode
burdens the transportation of the
commuters. customers
T5: 0.066 2 0.13 This could be a threat
Unemployment ✔ to the company since
rate rises the company only has
a small sales force.
W1: Lack of 0.067 1 0.067 ✔ Lack of integrated
Integrated marketing
Marketing communication could
Communications jeopardize the
company.
W2: Not ready to 0.066 1 0.066 ✔ The company should
integrate new be open into any
technology in their opportunity that may
service help enhance the
sales and profitability
of the company
W4: One strategic 0.066 2 0/13 ✔ With the intense
location only in demand of Filipinos
the whole for staycations, the
Philippines company could build
another branch to
cater the demands.
W5: Small sales 0.066 2 0.13 ✔ Small sales force lead
force to small profitability
TOTAL 1.00 2.36
WEIGHTED
SCORE
The total of the Weighted Score column. This tells how well the company is
responding generally to the factors in its internal environment. The better positioned
your company resources are, the higher the rating will be:
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a. 3.00: indicate neither well or poorly positioned, just average.
outstanding way.
The total weight score column of Camp Benjamin’s internal and external factor
garnered a total score of 2.36 which indicates that the company is poorly positioned.
to the long-term needs and demands of the marketplace which is the first step in
creating a mission and vision statement, which displays the primary reason why the
company exists. The statement reflects the organization’s beliefs such as its image,
mission. The formulation is essential because the organization can know the
foundation of their value and what they believe in. Mission and vision is the
stay in the competitive market and explain to itself to its employees and customer
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B.1 Vision Analysis
Ambitious enough that is ✔ “We envisioned a place where It is ambitious at the same
achievable the soul of men can be time achievable because they
restored and trained towards offer dynamic programs that
godliness and service” can restore and train the soul
of men
Concern for survival, ✘
growth, and profitability
Time framed and aligned ✘
with the values that
employees should exhibit
as they perform their
work
“We envisioned a world where the soul of men is restored and trained towards
godliness and service provided by our employees – A learning facility at its core and
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B.3 Proposed Vision Analysis
Ambitious enough that is ✔ “We envisioned a world where It is ambitious at the same
achievable the soul of men is restored and time achievable because they
trained towards godliness and offer dynamic programs that
service provided by our can restore and train the soul
employees” of men
Concern for survival, ✔ “We envisioned a world where They envision a world in the
growth and profitability the soul of men is restored and future where the soul of men
trained towards godliness and is restored.
service provided by our
employees”
Time framed and aligned ✔ “We envisioned a world where The service provided by
to the values that the soul of men is restored and Camp Benjamin restores the
employees should exhibit trained towards godliness and soul of men
as they perform their service provided by our
work employees.”
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B.4 Mission Analysis (David’s Mission Statement Evaluation Matrix)
Products or Services The firm’s primary products or ✔ The services is usually being
services held inside the camp through
its team building program,
farm tour, and nature-friendly
adventures that promote
reflection, faith and fun.
Markets Geographically, where does the ✔ In their mission statement, it
firm compete can be seen that they use the
beauty of their strategic
location in Tagaytay
Highlands. This natural
environment is good for
exploration and other
activities
Concern for survival, profitability Is the firm committed to growth, ✔ The company focuses on the
and growth and financial soundness? growth of their customers
aligned with what they believe
in; Spiritual and physical
attitude, rather than the
company itself.
Concern for public image Is the firm responsive to social, ✔ Camp Benjamin wanted the
community, and environmental public to perceive them as an
concerns? institute that helps deepen
the faith of a person in God.
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the frim?
“We strive to deepen the relationship of our customer with God as well as to
celebrate his presence around us. This growth is accomplished through the
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employees combined with
community living to foster
friendship, faith and fun.”
Philosophy The fundamental ✔ “We strive to deepen the The philosophy of the company
beliefs, values, relationship of our can be seen in the first sentence
aspirations, and customer with God as well of their mission statement. The
ethical priorities of as to celebrate his intensification and glorification of
the firm? presence around us.” Christian faith is the reason why
Camp Benjamin was established.
It also “concludes that God must
be in everything we do.
Self-concept What is the firm’s ✔ “accomplished through the Camp Benjamin was established
distinctive exploration of our natural to promote Christian faith and
competence or environment, daily deepen the appreciation of
significant reflections, adventure, and nature.
competitive spiritually dynamic
advantage? programs”
Concern for public image Is the firm ✔ “We strive to deepen the Camp Benjamin wanted the
responsive to relationship of our public to perceive them as an
social, community, customer with God as well institute that helps deepen the
and environmental as to celebrate his faith of a person in God.
concerns? presence around us.”
Concern for employees Are employees a ✔ “This growth is Employees are valuable asset to
valuable asset to accomplished through the the firm as they are the one who
the frim? exploration of our natural provide excellent service to the
environment, daily company clients
reflections, adventure, and
spiritually dynamic
programs provided by our
employees combined with
community living to foster
friendship, faith and fun.”
C. Strategic Problems
(IMPORTANT)
The biggest threats to hotels in 2017 are from Airbnb according to a Report
from Hospitalitynet. The valuation of Airbnb is well over $10B which is higher than
majority of the dominant hotel in the world like hyatt. The app has impacted the hotel
than hotels.
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2. Continuously changing consumer demands (IMPORTANT)
with their parents and experienced it,” Fuerstman noted. Consumers are evolving
and much smarter than the last generation because they have seen so much about
how a service should be. This indicate a change in the needs and desires of the
customer, also understanding them helps in repeat business and customer loyalty.
The communication of individual with other people all over the world about a
media. This platform allows individuals to interact freely, discuss and share
perception of the consumer and how the advertising agency wants them to perceive
a certain campaign.
D. Strategic Objectives
1.2 To expand the service of Camp Benjamin in other parts of Luzon area.
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2.2 To adapt to the consumer needs and wants, by going an extra mile
regarding service.
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Chapter 6
A. Strategic Alternatives
fashion.
O1: Staycations entice the majority SO1 Market Penetration: The WO1 Market Development:
of Filipino People company could intensify its cater the wants of Filipino
brand by partnering with the people by building another
O2: The Philippines is the top user program department of tourism venue (W4, O1)
of social media (BHAF) that will help in the
increase of brand awareness. WO2 Market Penetration: The
O4: The implementation of “Bring (S1, O4) company could create an
Home A Friend Program” effective campaign through the
SO2 Market Penetration: help of potential influencers
O5: Associating the use of Maximize technological that manifest the mission and
Supersonic LED Bracelets in resources such as the use of vision of the company. (W1,
teambuilding activities online advertising and O2)
promotions to strengthen and
O6: Implementation of New expand their limited marketing WO3 Product Development:
Tracking Device: Geotrek efforts. (S2, O4) The company could integrate
the new technology available
SO3 Market Penetration: The to further develop its service
company could expand digital differentiation amongst its
grasp by integrating useful competitors, this could also
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information into their website boost the sales of the company
that could entice the custumer to through the partnership with
visit the location and increase DOT (W2, O4, O5, O6)
website traffic. (S4, O1, O2)
T3: The implementation of toll hikes ST1 Market Penetration: The WT1 Market Penetration:
burden the commuters company could invest in the the professional facilitators of
shuttle service for the the company could help train
T4: The implementation of oil hikes transportation of their clients new employee to increase the
burden the commuters and develop service sales force of the company
differentiation (S4,T3, T4) (W5, T5)
T5: Unemployment rate rises
ST2 Market Penetration: The
professional facilitators could
train the new employee to
combat the unemployment rate,
this could also help the
government (S1, T5)
- Wider audience
- Product improvement
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- Fast growth
- Combat competitors
B. Recommendation
- To gain competitive
advantage and service
differentiation
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Chapter 7
A. Programs
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advantage and trained by the
service company’s
differentiation professional
employee.
Create an online
campaign that
embodies the vision
and mission of Camp
Benjamin to establish
a share of mind and
heart.
B. Profitability
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Incremental Revenue PHP 2,706,904
Incremental Cost
GeoTrek PHP 70,000
LED Strobe Bracelets PHP 50,000
Software Set PHP 11,260
Manila Lux Tours Service Cost PHP 840, 000
Salary of GeoTrek Admin PHP 240,000 (1,211,260)
Incremental Profit / Loss PHP 1,465, 644
Pre-Campaign
Olelo subscription - 3 months
Baseline report with behavioral interpretation Audience vs Brand: Personality, Needs, Values
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Social Media Playbook Content Strategy, Monthly content plan with visual pegs
Post-campaign report with behavioral
Performance vs. KPIs and comparative analysis vs. baseline
interpretation
Reports Performance and KPIs monitoring
Brand audit Review of all digital assets/give recommendation
Audience insights for total FB universe of
Hotel, Resorts and wellness industry Create Lookalike audience for new targeting
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Chapter 8
- To use advanced
technology in the service.
- To gain competitive
advantage and service
differentiation
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Reach and Traffic Data
Shuttle Service Number of clients quarterly 105 times for Every
outsourced from Lux one year beginning
Manila Tours and end of
the service
LED Strobe Bracelets Number of Attendees 15,000 Every
and Geotrek beginning
and end of
the activity
The strategist was not able to obtain sufficient and appropriate evidence about
a component in the financial statements on its competitors. The market share of the
paper was computed using the total size of the whole industry divided by the three
years of revenue from the company. The strategist also focused on the Training
Program of Camp Benjamin. However, the source person of the strategist, which is
Ms. Kristian “Bani” San Mateo classified the industry of their company as Hotel and
Resort. The organization structure of the company is not also the latest, because it is
confidential, and the source person was only able to give the old structure of their
company.
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