Chapter 1-8 Strama

Chapter 1
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
consists of the company objectives, strategies, and policies in the specific
department such as Human Resource, Marketing, Operation and, Financial. The
analyzation and interpretation of vision and mission are also included.
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,
Mon’s Restaurant, Shalom Hotel and, Win farm
Camp Benjamin is one which provides service, wellness and transformation to
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
facilitation of different companies and organizations. The program itself offers
strategies and facilitation techniques for building great teams and creating
successful team dynamics.
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I. CURRENT SITUATION
Knowing the current situation helps the company to communicate with the
interested stakeholders in the organization. It also used to help investors and
creditors identify where their money went. Financial statement is used to evaluate
the overall performance of the company in the industry, hence, financial statement
cannot be underestimated. The accuracy and reliability of the financial statements
determine the actions need to be done, whether to add or eliminate a thing or two to
improve the performance of the company.
II. Financial Ratios
The financial ratios are used to quantitatively analyze the company’s financial
statement which evaluates different aspect of the current financial and operational
performance of the company such as it solvency, liquidity and efficiency to ensure
the future standing of the company. By analyzing the use of assets and other credit,
it helps the business to conduct a 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 consists 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. Summary of Financial Standing
How Calculated 2015 2016 2017
I. Return of 4.75 1.58 -0.33

Investment
II. Market Share Revenue 6.33% 6.53% 4.48%

Total Industry Share
III. Liquidity Ratios

Working Capital Current Assets – 1,099,280 21,301,514 19, 916,216
Current Liabilities
.83:1 -.24:1 -.36:1

Current Ratios Currents Assets
Current Liabilities
IV. Profitability Ratio 2015 2016 2017
Gross Profit Margin Sales – Cost Of 0.64 0.35 0.50

Goods Sold
Sales
Net Profit Margin Net Income .3388 .3388 -0.08

Sales
Return on Total Assets Net Income 4.75 1.58 -0.33

Total Assets
Return on Stockholders’ Net Income 4.16 2.53 0.38

Equity Total Stockholder’s
Equity
V. Solvency Ratio 2015 2016 2017
Debt Ratio Total Liabilities 1.13 .37 .53

Total Assets
Equity Ratio Total Equitiy 1.14 .63 -2.15

Total Asset
VI. Activity Ratio 2015 2016 2017
Account Receivables Credit Sales 23.2x 28.40x 20.79x

Turnover Average Account
Receivables
Asset Turnover Sales 25.66x 19.96x 17.65x

Average Asset
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Table 2. Return of Investment
Return on Investment 2015 2016 2017
4.75 1.58 -0.33
A. Return on Investment Analysis and Interpretation
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 a negative, which means there is a lost in the
company’s investment.
Interpretation: The return on investment of Camp Benjamin continued to
decrease in its succeeding years. In the year 2015, the net profit of Camp Benjamin
is 28,102,057 subtracted by 6,742,236 worth of investment which resulted to 4.75,
followed by 2016’s net profit of 28,971,193 subtracted to 18,308,061 worth of
investment which resulted to 1.58.
Table 3. Market Share
Market Share 2015 2016 2017

Camp Benjamin 6.33% 6.53% 4.48%
B. Market Share Analysis and Interpretation
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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 actually higher than
2015’s percentage. The market share of 2017 decreased by 2.05%.
Interpretation: The latest market share of the company in the industry
decreased by 2.05% which depicts that the company is gradually losing its share in
the competitive market.
Table 4. Liquidity Ratios
Liquidity Ratio 2015 2016 2017

Working Capital 1,099,280 1,793,168 19, 916,216
Current Ratio .83:1 -.24:1 -.36:1
C. Working Capital Analysis and Interpretation
Analysis: The fiscal year 2015 garnered 1,099,280 of working capital,
followed by 1,793,168 for the year 2016 and 19,916,216 for the year 2017.
Working capital is computed by subtracting current assets and current liabilities.
Current liabilities are composed of share capital, retained earnings, equity,
advances from the stockholders and other payables. 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.
Interpretation: The current asset of the year 2015 is 5,642,956 subtracted
by 6,742,236 worth of current liabilities which resulted to 1,099,280. This indicate
that the company has more debts to pay than its assets. The same goes for the
succeeding years.
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D. Current Ratio Analysis and Interpretation
Analysis: The current ratio of Camp Benjamin for 2016 has decreased by
59% from the 83% ratio of 2015. It has continued to decrease 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: Ratio is a proportion or quotient rather an amount. Current
ratio is 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. Current
ratio is a useful test of the short-term debt paying ability of any business.
Table 5. Gross Profit Margin
Profitability Ratio 2015 2016 2017

Gross Profit Margin .64 .35 .50
E. Gross Profit Margin Analysis and Interpretation
Analysis: There is a decrease of 29% in the gross profit in gross profit in
2016 and an increase of 15% in 2017.
Interpretation: Gross Profit 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 Company such Selling and
Administrative Expenses, General and Administrative Expenses etc. The higher
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the Gross Profit Margin the more efficient the company is. Lower gross profit
could mean that the Company is underpricing or was not able to efficiently
control its overhead.
Table 6. Net Profit Margin

Net Profit Margin .33 .33 -.08
F. Net Profit Margin Analysis and Interpretation
Analysis: The profit margin in 2015 to 2016 was steady at 33%. However,
there was a significant decrease in profit margin in 2017 of 41%.
Interpretation: Net profit margin is the percentage by which a company's
total 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.
Table 7. Return on Total Assets

Return on Total 4.75 1.58 -.33
Assets
G. Return on Total Assets Analysis and Interpretation
Analysis: There is a decrease in the net income as percentage of total
assets of 67% and 121% in 2016 and 2017 respectively.
Interpretation: Return on Total Assets measures the net income produced
by total assets during a period by comparing net income to the average total
assets. Based on table below, in can be inferred that there is net loss in 2017
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due to its negative value. During 2015 to 2017, it can be noted that there is a
decreasing trend on how efficiently the Company is managing and converting its
investments in assets to produce profits.
Table 8. Return on Stockholder’s Equity

Return on 4.16 2.53 .38
Stockholder’s Equity
H. Return on Stockholder’s Equity Analysis and Interpretation
Analysis: There is decrease in ROE in 2016 and 2017 of 39% and 85%
respectively.
Interpretation: Return on Stockholder’s Equity measures the ability of the
firm to generate profits from its shareholders investments in the company. Based
on the table above, it can be inferred that the company made less profit based on
its stockholders investment in the Company in 2016 compared to 2017.
Table 9. Debt Ratio
Solvency Ratio 2015 2016 2017

Debt Ratio 1.13 .37 .53
I. Debt Ratio Analysis and Interpretation
Analysis: The year of 2015 inculcated 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
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adhere said asset to compensate for corporate liabilities. On the other hand, the
succeeding year plummeted its performance on asset and liability with the
performance .37 on numerical basis which can only pertain to a generation of
corporate liability exponentially higher than the generated and retained assets for the
said year. Fortunately, the recent year of 2017 somehow gradually improved
corporate performance on assets and liabilities with a representation of .53
Interpretation: the financial equilibrium has somehow improved yet the
financial burden is still imperative grounded upon the net loss incurred from the said
year which clearly stipulates the occurrence of asset utilization to compensate for
the monetary loss garnered from the said year.
Table 10. Equity Ratio
Solvency Ratio 2015 2016 2017

Equity Ratio 1.14 .63 -2.15
J. Equity Ratio Analysis and Interpretation
Analysis: The recent fiscal year of 2017 garnered the worst financial
performance in regards to proper utilization of monetary resources invested by the
company’s’ stockholders in which the said year garnered an abysmal numerical
rating of -2.15. The said financial backlash extorted by the company is grounded
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upon their accumulation of a net loss from the said year wherein the amassed
corporate expense is exponentially higher by at least P7 million.
Interpretation: The incurred catastrophic financial phenomenon may
influence current corporate stockholders to pull out their investments and demand
towards an imbursement towards their financial investments. The following series of
events may lead to an impending bankruptcy faced by the company in regards to a
lack of resources from stockholders.
Whereas, the year of 2015 generated the most positive inclination towards return of
stockholders’ equity with a numerical representation of 1.14 wherein the company
was inherent on the application of monetary resources incurred upon the said
investments of the company’s’ stockholders. However, the succeeding year of 2016
degenerated its financial performance towards generation of income of stockholders
with a numerical rating of .63 which is highly exaggerated in contrast to 2017’s
pessimistic performance of -2.15 which is negatively higher in comparison of 2015’s
1.14 by 1.01.
Table 11. Account Receivables Turnover
Activity Ratio 2015 2016 2017

Account 23.2x 28.40x 20.79x
Receivables
Turnover
K. Accounts Receivable Turnover
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Analysis: There is increase in Account Receivables Turnover by 22% in
2016 and a decrease by 27% in 2017.
Interpretation: Accounts receivable turnover rate is the rate of many times
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 less days to collect)
in 2016 compared to 2015 and 2017. This means that cash flows is better in
2016 compared to 2015 and 2017.
Table 12. Asset Turnover
Activity Ratio 2015 2016 2017

Asset Turnover 25.66x 19.96x 17.65
L. Asset Turnover Analysis and Interpretation
Analysis: There is a decrease in asset turnover by 22% in 2016 and by
12% in 2017. This means 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 value of asset in 2016 compared to 2017.
Interpretation: Asset turnover measures a company’s ability to
generate sales from its assets by comparing net sales with average total
assets. Based on the table above, this means that the Company has
decreasing capability to generate sales from its assets.
III. Strategic Posture
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A Strategic posture is an approach to gradually apply the business’s
strength to the long-term needs and demands of the market place which is
the first step in creating a mission and vision statement, which displays the
basic reason why the company exists. The statement reflects the
organization’s beliefs such as its image, philosophy, character, and identity.
Current Vision and Mission Statement
A good strategic direction is formulated through a good vision and
mission. The formulation is important because the organization can know the
foundation of their value and what they believe in. Mission and vision is the
backbone of an organization, it is to assist the organization to develop a
strategy to stay in the competitive market and explain to itself to its
employees and customer about what they believe in.
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.”
Table 13. Evaluation of Current Vision Statement Components
CRITERIA YES NO EXERPTS REASON
✓
Does it show a “We envisioned a The programs offered
vision of the place where the soul of in Camp Benjamin is
Future? men can be restored God-centered. They
and trained towards envision a future
godliness and service.” where everyone is
God-centered.
✓
Is it “A learning facility at its The vision statement
Inspirational? core and a place of is inspirational
rest for the battle- because the camp
weary.” offer programs that will
truly help man to relax
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away from the busy
city and savor what
mother nature has to
offer.
✓
Does it show “A place where the The camp is for the
aspiration? soul of men can be utterly exhausted and
restored and trained dejected, or people
towards godliness and who want to find
service; a place of rest peace and solace.
for the battle weary.” This is conducted
through several
activities that they
offer.
X
Does it give
clear indication
as to when it
should be
attained?
Overall Evaluation and Analysis of Vision Statement
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
effective vision statement and it is truly being manifested through their activities in
the camp.
MISSION
“We strive to deepen Christian Commitment, establish lifelong friendships, intensify
personal relationship with God, celebrate the presence of God within us and around
us, and through awareness of nature awaken an understanding attitude of respect
and reverence for all life. This is accomplished through exploration of our natural
environment, daily reflections, adventure and spiritually dynamic programs combined
with community living to foster friendship, faith and fun.”
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Table 14. Evaluation of Current Mission Statement Components
CRITERIA PARAMETERS YES NO EXERPTS REASON

Customer Who are the firm’s
customers X
✓
Products or What are the “This is accomplished The services is usually
Services firm’s major through exploration of our being held inside the
products or natural environment, daily camp through its team
services reflections, adventures and building program, farm
spiritually dynamic tour, and nature-friendly
programs combined with adventures that promote
community living to foster reflection, faith and fun.
friendship, faith and fun.”
✓
Markets Geographically, “Exploration of our natural In their mission
where does the environment” statement, it can be
firm compete clearly seen that they use
the beauty of their
strategic location in
Tagaytay Highlands. This
natural environment is
good for exploration and
other activities
Technology Is the firm
technology X
current?
✓
Concern for Is the firm “We strive to deepen The company focuses on
survival, profitability committed to Christian commitment, the growth of their
and growth growth and establish lifelong customers aligned with
financial friendships, intensify what they believe in;
soundness? personal relationship with Spiritual and physical
God within us and around attitude, rather than the
us, and through an company itself.
awareness of nature
awaken an understanding
of respect and reverence
for all life.”
CRITERIA PARAMETERS YES NO EXERPTS REASON
✓
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 strive 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, and
through an awareness of
nature awaken an
understanding attitude of
respect and reverence for
all life.”
✓
Concern for public Is the firm “We strive to deepen Camp Benjamin wanted
image responsive to Christian commitment, the public to perceive
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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?
Overall Evaluation and Analysis of Mission Statement
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 good and effective mission
statement to entice its clients, and is truly being manifested through their activities in
the camp.
Current Strategies
1. To have effective Corporate Governance
2. To be socially responsible part of the current business community.
3. To maximize and enhance their current performance in the field of
manpower, service and hospitality management.
4. To promote stewardship that will enhance the physical and spiritual being
of more people.
5. To establish another camp in Luzon by 2020.
Current Strategies
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1. Market Penetration – Market penetration occurs when the company wants to
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
travel directories to increase the awareness of travelers and tourists. (Agoda)
2. Related diversification – The diversification occurs when the company decides
to add 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.
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 other consumable product, since the camp has its own
farm.
Policies
Marketing
Marketing policies were created to help the company in a professional way. It
has a great impact on the external and internal publics of the company such as
creating a professional image, customer loyalty and good customer relationship.
Role and Responsibility
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The employees are expected to build strict good relationship with the
company’s client, as well as displaying professional behavior to the client and other
stakeholders of the company. Good relationship leads to loyal customers, and great
corporate image.
Finance
The importance of finance really play a huge part in any management. This
existential role in the organization keeps the right flow of money and hereby direct
the course of the said business.
Compensation and Salary
The compensation and salary of the employees are strictly in accordance with
the industry’s standards. Usually the salary may vary according to the employees’
evaluation and performance from the management.
13TH and 15TH Month pay
Regular employees are paid through banking system every 13 th 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 are 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%.
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1. Social Security System (SSS)
2. Philhealth Contribution
3. Withholding Tax
Overtime, Holiday and Rest Day Pay
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
rendered by the employee or overtime is also shouldered by the company, however,
this is not applicable for employees under the managerial position and members of
the managerial staff as written in the Labor Code of the Philippines.
Operation
Operation policies were designed to keep track of the day-to-day operations of
the company. The policies are also boundaries set by the management which
reflects the overall behavior of employees in the workplace
Working Hours, Days and Attendance
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 departments maximize its working time.
The company is strict when it comes to the working hours and attendance of each
employees, because this policies focuses on the efficiency and productivity to
execute its goals and objectives.
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The employees are expected to render exactly 8 hours of work for 5 to six
days a week in accordance with 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
their responsibilities and the company’s expectation from them.
Work and Health Safety Policy
The company will provide an orientation for new comers about the proper
safety precautions inside the workplace, it is a requirement to complete the hiring
process. Injuries and disasters a in workplace cannot be predicted, that is why the
company strictly observe proper safety procedures.
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 behavior.
Social Media Policy
The employees cannot post anything related to the company and lude
comments and post on their social media. The company aims to keep their
information confidential, where in the employees are not allowed to post anything
related to the company on social media. This policy also protects the reputation of
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the company, especially the behavior of employees on social media which may
reflect the company.
Drug-Free Workplace Policy
The employees who are under the influence of drugs will be terminated
automatically. Drug test is also mandatory for the hiring process. Camp Benjamin
aims for a drug-free workplace by implementing the Comprehensive Dangerous
Drugs Act of 2002, and its rules and regulations under DOLE Department Order No.
53-03, series of 2003 which is a guide on drug-dree workplace policies and
programs for private sectors inside Camp Benjamin.
Sexual Harassment Policy
The company believes that the working environment of Camp Benjamin should
be Sexual Harassment free, employees who intentionally harassed a co-worker will
automatically be terminated. A workplace where everyone is supportive to the self-
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
guidelines regarding how this situations can be addressed.
Alcohol-Free Workplace Policy
The employees who are under the influence of alcohol will be sanctioned
immediately. The company believes that a workplace free from alcohol influence
leads to better performance and efficiency of employees. This is also incompliance
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to the requirements of the Department of Labor and Employment, where the
company is required to provide a safe and healthy working environment.
Chapter 2
Corporate Governance
Management is the process of getting individuals together to achieve goals and
objectives by utilizing accessible resources proficiently and successfully. Since
companies can be seen as frameworks, management can be characterized as
human interaction which encourage and design the creation of helpful strategies
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from a system. This view opens the chance to oversee oneself, which is essential to
oversee others. Management functions include: Planning, keeping in check, staffing,
leading or coordinating, and controlling a certain company or organization.
Corporate Governance and Organizational Structure from Top Management to
Leadership
Corporate Governance is the arrangement of guidelines, processes and
procedures by which a firm is coordinated and controlled. It is consisted of the
balanced interest and relationship of the company’s stakeholders, which are
primarily the customers, shareholders, management, government and lastly, the
community. It envelops every business model from inward controls, to series of
tasks and execution estimation to attain the company’s goals and objectives.
The Objective for Corporate Governance
1. To foster a culture for promoting good governance, voluntary compliance
and facilitate effective participation of different stakeholders.
2. To create a framework of best practices, structure, processes and ethics.
3. To help the company achieve stability and growth in the competitive
market.
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Fig 1. Corporate Governance
Organization Structure
The organization structure of Camp Benjamin (fig.2.1) is using a vertical style.
According to Ms. Kristina “Bani” San Mateo this is the old version of
Organizational Chart of Camp Benjamin which is really limited and simplified, the
new model is currently being constructed to make it easier in defining and identifying
the line of authorities and responsibility of each individual. Organization structure is
used to display the hierarchy 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. It comes in many shapes. It is also used to
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summarize the communication inside the organization, task allocation and
coordination.
General Function of Top Management
Top management transforms the policy created by the board of directors into
attainable goals, objectives and effective strategies. Top management also projects
a shared-vision of the future position of the company. It makes and implement
decisions that affect everyone in the organization, and is held accountable for the
success or failure of the implemented decision. It consists of senior-level executives
of a certain organization such as Chief Executive Officer (CEO), Chief Operating
Officer (COO), Chief Financial Officer (CFO). The term president or vice president
are commonly used only by the top managers in the organizations.
Emmanuel “Mon” Fernandez
President and CEO
Emmanuel “Mon” Fernandez is the President and Chief Executive Officer of
the We Lead Companies comprising of four companies. We Lead Comtech, Inc.,
Monies Money Changer, Inc., We Lead Land Development Land Inc. and Youth
With A Vision, Inc. Prior to 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
teams in closing, serving, and completing multi-million accounts with various
telecommunications companies in the country. Mon was instrumental in
decongesting SMS traffic in a major telecommunications company by providing the
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
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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 personal capacity, hundreds of less privileged but deserving students to
complete their high school and college education while sponsoring and supporting
various community development and values-centered programs for hundreds of
families at the same time.
Mon completed his Bachelor of Science Degree in Electrical Engineering from the
Technological Institute of the Philippines and is a licensed Master Electrician.
Augusto Francis R. De Vera
Chief Officer Operations Officer
Augusto Francis R. De Vera is the Chief Officer of the We Lead Companies.
He is concurrently holds the position of General Manager of Camp Benjamin, a
facility being managed by We Lead Development Inc. a member of We Lead
Companies. Prior to this, he held the position of Director of Business Development
at SGS Gulf. Ltd. ROHQ. He also hast almost two decades of experience in human
resource management, training, productivity, and organizational development having
help the following positions, Director of Business Development at SGS Gulf. Ltd.
ROHQ, Vice President for Human Resources of ePLDT Ventus, Vice President for
Human Resources of Bankard, Inc. He also held the position of Production Planning
and Control Management Head at Benguet Management Corporation.
Francis is an active member of the Personnel Management Association of the
Philippines (PMAP) where he served as Chair of the Membership Committee in
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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 trainings for various profit and non-profit
organizations, as well as multinational and local companies.
Francis holds a Bachelor of Science Degree in industrial engineering from the
University of the Philippines in Diliman. He took and topped the YGC – De La Salle
University Graduate School’s Leadership and Management Development in 2003
and holds certificate of Strategic Human Resources Management from Ateneo
Center for Organizational Research and Development.
Aldin D. Aurello
General Manager
Aldin D. Aurello is the General Manager of We Lead Companies. Aldwin is a
licensed Electronics and Communications Engineer. He holds a Masters degree in
Electronics and Communications Engineering from De La Salle University. He is
also completed his Bachelor Science Degree in the same field from the University of
the East.
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
the Network Performance Section of Digitel Telecommunications Phils, Inc. where
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
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the position of Engineering Professor at the University of the East and ECE reviewer
for Macro integrated Training and Review Center.
Teoderic “Elec” M. Mortel
Sales and Marketing Head
Teoderic “Eric” M. Mortel is the Sales and Marketing Head of We Lead
Companies. He also acts as business Development Director sourcing out new and
potential vendors to be marketed in the Philippines. Prior to this, he was Vice
President for Sales and Marketing of ELAD Telecom Phils., where he was
responsible for concluding a multi-million projects in SMART Communications,
Bayantel and Globe Telecom. Elec holds a Bachelor of Science degree in
Information Technology from Polytechnic University of the Philippines. He has a
wide range of expertise in networking, programming, web development and
telecommunications, including GSM Network, VOIP Network, and Satellite
Communications.
Marketing Department
The Marketing Department of Camp Benjamin is spearheaded by Mr.
Teodoric Mortel, to be followed by the Marketing Director, Ms. Eunice Fernandez
and lastly, the Marketing Supervisor, Ms. Lois Goloy. The heart of the business is
located at the Marketing department. The success and failure of the company
depend on how the marketing department execute their ideas to reach out to its
customers, investors and other stakeholders.
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Fig 2. Marketing Department
The CSR Stand of Camp Benjamin of We Lead Group of Companies
A nonprofit organization usually conducts business to help the general public
without a motive of gaining profit. The nonprofit organization helps the general public
such as students, low income families, homeless people and victims of calamities
and other negative situations present in the community.
Youth With A Vision (YWAV) Foundation, Inc.
This foundation was established by young proactive individuals with a vision 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
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help students or youth to succeed in life through education, this foundation primarily
relies on donations, mobilizes volunteers, and excess money from the company.
The YWAV Foundation Inc. Provides Free Scholarship To Selected Students
The non-profit community based organization helps the unprivileged youth
with their education. It was established to help the unprivileged attain self-reliance
and share love to the hopeless and hurt. The organization have sent hundreds of
youth to school. The foundation ensures students have access to their basic
necessities so they can focus on learning, since not all families can afford to send
their children to schools.
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Environmental Stand of Camp Benjamin of We Lead Group Holdings
The use of sustainable energy is currently in 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
environmental preservation, it promotes the conservation of the environment as well
as restoring what humans destroyed for the past decades.
Camp Benjamin Uses Solar Power to Power Shalom Hotel and The Center.
Camp Benjamin took initiative to sustain renewable energy. Today, with the
abundance of renewable and alternative energy sources in the Philippines, 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 can support two
electric consuming buildings in the camp, specifically the Shalom Hotel and The
Center.
The Role of Marketing in CSR Programs
The role of marketing in CSR programs is to voluntary help the society
improve, and have a better future for the coming generations. It also helps the
company to increase its recognition, customer loyalty, and provide a positive
business reputation. Sometimes, it may be a small effort or big 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.
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1. Positive business reputation
2. Increased recognition
3. Customer loyalty
4. Greater possibility to attract potential talent and staff
Chapter 3
External Audit
Macro Environment
Political Forces
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The situations of a country is a political forces that in fact affect the economic
setting especially the performance and business operation. These actions can be
seen on regional, national, and international level. Political and government
environment must be prioritized by business owners and managers to know how
these changes and measurement might affect their company. 1
The Impact of Duterte’s Administration
President Rodrigo Duterte’s administration is filled with reconstruction in
power dynamics, international scrutiny, terrorism and other security threats. The
proposed dismantling of the power dynamics in the Philippines is a revolutionary bid
by the president. The country will be shifting to federalism from democratic. As of
now, the president shifted more than 26 political dynamics. According to Philstar
Global, the country should expect a huge 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 the poor areas.
Extra-judicial killings and human rights violation sums 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 to a disaster.
1
https://www.forbes.com/sites/panosmourdoukoutas/2018/08/02/duterte-is-leading-the-wrong-
revolution/#678861f43dfc
Page | 32
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 in terms of their investments in the country.
The failure in diplomacy and international relations also affect the future investors of
the country because of the bad reputation the country has.
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
last two years.
Table 15. Rank of Incompetent Countries
Country Ranking
Philippines 56
South Korea 26
China 27
India 40
Malaysia 23
Thailand 32
Indonesia 36
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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 56 th out of 137 ranked countries. The Philippine market
has 2underperformed emerging markets. According to Forbes which sited corruption,
President Rodrigo Duterte is leading a wrong revolution which causes to divide the
country in to 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
he is having a hard time removing it.
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 way that a
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
a serious drag on the nation’s wealth.
Implementing New Agricultural Program
The department of tourism recently launched the “It’s More Fun in The
Philippine Farms” last October 23, 2017 in line to attract not just local tourist but also
2
https://www.philstar.com/headlines/2018/07/24/1836482/sona-2018-things-administration-wants-done-and-dutertes-reasons-
why
Page | 34
foreign ones. This program aims to put a spotlight on the farm life of the country
which also include the best crops of t3he country and the rejuvenating experience in
the farm. The Department of Tourism believes that this program is a route to
promote the rich Agricultural beauty of the Philippines.
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
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.
The implementation of Bring Home A Friend (BHAF) Program
The Department of Tourism also launched a program that specifically calls on
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
to inform them that the Philippines is different now.
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
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
Page | 35
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
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.
The increase in Economic Growth
In the year 2017, the gross domestic product (GDP) of the country grew by
6.7%, somewhat below 2016 which was 6.9% in terms of growth. 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.
The Gross Domestic Product (GDP) need to be taken account in identifying
the value of business investment and portfolio in the current and expected future.
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This is also relevant in determining the shift of production possibility curve of the
country to 4be 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. Businesses are expected to expand and take more risk
when the economic climate and conditions are right.
4
https://tradingeconomics.com/philippines/unemployment-rate
Page | 37
What drives the Philippine Economy
20
16
12
8
4
0
Y RY ES N N N TS S
S TR T IC IO IO IO R RT
R E
DUS R V PT PT AT XPO PO
FO N SE UM UM RM E IM
, LI S S FO
E RY RA CON ON AL
SH TU L LC IT
FI UL NA NA CA
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R IC FI FI
G D 'T
A OL V
E H GO
US
HO
By Industrial Origin By Expenditure Shares
Fig 3. The Philippine Economy
Meanwhile, the agricultural industry grew the fastest in the 4th quarter at
7.3%, followed by services at 6.8% surrounded by the major sector. However, the
Page | 38
figures were down from the 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.
Relevance: (Threat)
As a result of the annual increase in the prices of commodities, energy, a food
and other goods and services in the market, it can be concluded that the whole
economy is affected. It can greatly affect the cost of livin 5g, doing business.
Borrowing money, mortgages and other 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 goods and services. The inflation hit hardest those consumers with low
salary and have not received any increase in salary over time which results to
people have to constantly get a raise to keep up with the increasing prices of goods.
Unemployment Rate Rises
The September quarter of 2018, the Philippines’ unemployment rate went
down by 5.4 percent from 5.6 percent about a year ago. The number of unemployed
dropped by 50 thousand to 2.32 million, and the number of employed increased by
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 sector of agriculture with 23.1 percent and 19.4 for the
5
https://www.rappler.com/business/194294-gross-domestic-product-philippines-q4-2017-economic-growth
Page | 39
industry. The unemployment rate in the Philippines averaged approximately 8.41
percent from 1994 to 2018, being the highest of all time, with the percentage of
13.90 6in the first quarter of 2000 and a record low of 4.70 percent in the last quarter
of 2016.
Fig 4. Philippine Unemployment Rate
Relevance: (Threat)
Unemployment rate is a key to measure the current state of the economy. If
the unemployment rate in the country continue to increase, it may result to a loss of
production and consumer spending and also affect the country gravely. This also
indicate a shortage in manpower
Rapid Price Fluctuation
6
https://www.rappler.com/business/211176-inflation-rate-philippines-august-2018
Page | 40
The prices of goods soared to another 9-year high, resulting to 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.
An increase annually were observed in the section of food and non-alcoholic
beverages with a percentage of 8.5%, tobacco and alcoholic with a percentage of
21.6%, furnishing and household equipment with a percentage of 3.5%, restaurants
and miscellaneous goods and services with a percentage of 4% and lastly,
recreation and culture with a percentage of 2.4%.
Fig 5. Philippine Inflation Rate
Relevance: (Threat)
It can greatly affect the cost of living, doing business. Borrowing money,
mortgages and other corporate bond. Inflation is usually caused either by supply and
Page | 41
demand, it can affect the consumer in a way that they pay more for the same goods
and services
Social Forces
The product or service of a company must be wanted in order for an
organization to survive, thus consumer behavior is a separate environment that need
to be analyzed carefully. Social forces include traditions, society’s expectations of
business, social trends and consumer psychology. Social factors can affect a
person’s attitudes, opinions and interests, therefore, it can impact sales of product
and revenues earned by an organization.
Continues Change in the Growth of Filipino Middle Class
Roughly around 25% or 4.66 million of Filipinos with gross income in range of
Php 64,317.00 to Php 787,572.00 took up the Philippine total 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 include 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,
and an increase of 9. 72% from 2016. Government Final Consumption Expenditure
resulted to amount Php 11.6 trillion and 1.8 trillion.
7
http://worldpopulationreview.com/countries/philippines-population/
Page | 42
The growth of the middle class population and its disposable income will result
to a decrease in the country’s poverty which will further increase the manpower and
purchasing power of the current population.
Staycations entice majority of Filipino people
A recent study by online travel agency Expedia revealed that 64 per cent of
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 8 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 own
backyard, staycations have also become quick and easy alternatives for Filipinos to
take a short break without the need for detailed planning or extensive travelling,”
said Simon Fiquet, Managing Director, Global Series Markets, Brand Expedia,
during a conference.
This is an opportunity for the industry to enhance their service and
infrastructure to entice greater number of customers to cater their demands. This is
also a great idea for customers to have a change of environment from time to time in
their own backyard.

8
https://psa.gov.ph/content/consumer-price-index-philippines-2006100-2017-annual-report
Page | 43
Philippines Being the Top Users of Social Media
Filipinos lead the world in 2014 in the amount time spent using social media
9
and 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 connect 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 new life experiences and for company purposes.
The usage of social media in the country will greatly benefit businesses due to
the fact that many of the country’s population is now using social media as their
platform or venue for marketing campaigns.
The implementation of toll and oil Hike Burdens Commuters
An increase in oil and tollways nationwide was approved by the Land
Transportation Franchising and Regulatory Board. The commuters has the burden of
paying overpriced and overtaxed oil and tollways, which is not really intended for
them, this is brought by the administration of President Duterte on itself through anti-
people measures such as TRAIN and Oil Deregulation Law.
9
https://www.channelnewsasia.com/news/lifestyle/filipinos-staycation-expedia-survey-10766414
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Relevance: (Threat and Opportunity)
The transportation hike can greatly affect the families with low income to
transfer to one place to another which are the primary mode of transportation in the
country. This could also be an opportun 10ity for Camp Benjamin to provide optional
shuttle services for their clients, this could be included in the service package.
Technological Forces
Technological factors are one of many external factors that can affect
businesses, and are an integral part of the PESTE Analysis. They can be defined as
factors which relate to the presence and development of technology, on either a
local or global scale. Technological advances can provide numerous advantage. The
development of technologies can positively improve and help the productivity of an
organization, whether in terms of labor force, strategy and costs.
Most Travelers Consider Free Wi-Fi as one of the Most Important Factors in
Hotel and Resort Facilities
These days, people who travel with gadgets, for example, telephones, tablets
and PCs never again observe Wi-Fi as a perk, 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
10
https://www.bizbash.com/adventure-associates-geotrek-activity-based-recreational-sport-geocaching-using-
gps/gallery/168959
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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 really damage and
result into a loss of business.
Most of the tourist and travelers today want WiFi access in their rooms. The
availability of complimentary internet speed internet can either damage or strengthen
the customer relationship. The customer will stay loyal to a hotel if their 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 already
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.
Implementation of New Tracking Device: GeoTrek
GeoTrek is a GPS locator gadget that is currently being enforced by
Adventure Associates in their recreational activity sport. It is basically a geocaching
device to 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 locate the
clients based on the point values and distance. The GPS is essentially made for
Page | 46
teambuilding activity. Each teams will encounter hurdles as a team and overcoming
this together can help boost morale and camaraderie of the participants.
New technologies, come new possibilities. Tech-based activities are usually
flexible for team interaction, since the p oint 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
employees to enhance productivity in the workplace.
Associating The Use of Supersonic LED Strobe Bracelets in Teambuilding
Activities
Supersonic LED Strobe Bracelets in teambuilding activities are used to activate
the challenges for their clients. The bracelets emit a bright colored flash to determine
the cue for their clients, this can be controlled by the organizer of the company. The
company can coordinate with the host of the event and teambuilding activity to
create a set of challenges in which the bracelet will be activated.
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LED Strobe Bracelet
New technologies, come new possibilities. Tech-based activities are usually
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
employees to enhance productivity in the workplace.
Crop Monitoring Drone helps farmers to be efficient
High resolution drones are being used to monitor the crops. Instead of manually
analyzing the soil and field, drones can be used to start off the crop cycle by
providing information and useful data for planting patterns.
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With the use of technology, farmers and investors in agricultural sector can
now yield crops faster than the usual. Drones are revolutionizing the agriculture
game, it can easily 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
increasing the production volumes coming from this sector.
Environmental Forces
These factors refer to the natural scenarios or events that occur within the
scope of environment of the industry and how affect it directly affects the production
and distribution of the companies.
Climate Change can affect the appeal of various resorts
The extent to which the setting will be affected by climate change. Thus, it is
expected to negatively impact the whole industry in the future. Climatic events such
as rising temperatures and atmospheric carbon dioxide concentrations will lessen
the efficiency of the clients or customers.
Relevance: (Opportunity and Threat)
The company can go green, to battle the climate change. The current hotel
industry is starting to go green by sustaining green usage of water and energy,
managing food waste and garbage. People are demanding the green movement,
which encourage hotel and resorts to minimize their negative impact on climate.
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With the intense demand by the people, 11 this can be an opportunity to the company
to go green and add another target in their market.
Deforestation leads to high demand of environmental haven
The careless behaviors of human beings resulted to gradual loss of
biodiversity on the planet. The country also suffers major human-
caused environmental degradation aggravated by a high annual population growth
rate, and also loss of agricultural lands, deforestation, soil erosion, air and water
pollution, improper disposal of solid and toxic wastes. This leads to a demand of
environmental haven.
Camp Benjamin has the opportunity to provide a good environmental features
to its customer, with the loss in 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,
as well as a retirement haven.
The Effect of Hazardous Materials to the Environment
The use of hazardous materials are strongly present in the hotel and resort
industry. This 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
11
https://www.bartleby.com/essay/Environmental-Issue-in-the-Philippines-P35ET3E3RYZA
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dangerous to the climate, land, water and most importantly, the 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,
water ways pollution, and destruction of many natural land and sea resources.
Relevance: (Threat)
Hotels and resorts are tasked to be responsible at all times in terms of 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,
but also to the environment and significant fines.
Industry Analysis
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Competitive Rivalry (MODERATE TO HIGH)
Numerous independent players in the industry are present, this means that a
larger number of players means great competition. Nowadays, most of 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 a moderate 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 the client’s mental being
and physical being such as team building and recreational activities that are eco-
friendly and with social responsibility.
Bargaining Power of Suppliers (MODERATE)
The suppliers of this industry is consisted of property owners, developers, real
estate companies, training services providers, marketing companies, and industry
consultants. The Bargaining Power of Supplier is the ability of the suppliers to have
a 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 very essential to the
hotel and resort industry, it is all about the quality and availability a supplier can
provide to be able to negotiate a favorable contract.
Bargaining Power of Customers (HIGH)
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The Bargaining power of buyers is ability of the buyer to demand for a 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
and higher their ability to seek increasing discounts and offers.
Threat of New Entrants (MODERATE)
The threat for new entrants in the Resort industry is moderate given that there
are a moderate restrictions and level of entering into this industry. The hotels and
resorts industry is full of travel and tourism trends, it is almost possible to enter the
industry from a small start-up business. However, the industry is expensive in terms
of the upfront investments in building, staff, and furnishing, hence it is capital
intensive. The financial and legal complexities of purchasing, leasing and
management of a certain property also need to be taken into consideration which
varies depending on the location.
Threat of Substitute Products or Services (LOW)
There is 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 powerful 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
following factors: Beneficial alternatives, low cost switching and cheap alternatives.
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Substitute refers as a product or service offered by other industry that has the 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 industry more
aggressive and might affect the profit potential of the firms to decrease.
Markets
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 1285B 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.com
The major market is mostly tourist, travelers, corporate teams such as
problem-solving team, quality team, virtual team and work group which are really
important in every organization. The secondary target market are 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 the good
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
customer is particularly complicated in the hotel and resort industry
12
https://www.statista.com/outlook/267/123/hotelsresorts/philippines
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Camp CO1 The Farm CO2 Anya CO3 Acuaverde
Benjamin at San
Benito
CRITICAL
SUCCESS WEIGHT RATING SCORE SCORE RATING SCORE RATING SCORE

RATING
FACTORS /5
Service 0.15 4 0.6 4 0.6 4 0.6 4 0.6
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
Table 16. Competitive Profile Matrix
Legend:
4 – Major Strength
3 – Minor Strength
2 – Major Weakness
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1 – Minor Weakness
Analysis of Competitive Profile Mix
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 4 as the major strength to weight the average score to identify the
difference of Camp Benjamin from its competitors. The areas where we have to
improve our competitive profile is specifically in market share, promotion and
marketing of the company. Though the company, Camp Benjamin excels in
hospitality and quality of the service. The strategist believe that the service and
quality provided by the company will help the company to stay in the market while
focusing on improving the categories where competitors are the strongest.
Table 16. Competitor Background
The farm at San Anya Acuaverde

Benito
Background The farm at San The Anya Hotel Acuaverde is a facility
Benito is a and Resort is a that provides outdoor
facility where facility where experience such as team
they provide they provide building, rock climbing,
health and lifestyle assistant and trekking.
wellness and spiritual
program as well program as well.
as sustaining a
person’s
physical and
mental being.
Geographical location Located at Lipa Located at Located at Nasugbu,
City, Batangas Tagaytay City Batangas
Markets served Professionals, Professionals, Professionals, travelers
travelers, and travelers, and and tourists who want to
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tourists who tourists who change.
want to change. want to change
Distributors and Dealers
The use of different distributors help the company to achieve its goals and
target sales. Using different channels enables the company to reach numerous
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.
Facilitators and Marketing Firms
Organizations usually outsource to maximize the external resources available
as well as to provide better which is traditionally handled by internal resources such
as staff and management. Outsourcing is also considered as partnership with other
companies that excel in a certain task which can increase the value of the company.
GoalKeepers Philippines
The company outsource some of its facilitators to maximize the use of
external resources and have an access to world-class or better capabilities.
GoalKeeper Philippines is a professional team building facilitator based in Luzon,
their services includes Character Based Sporta Development Programs, Parenting
Seminars, Talks, Leadership Training, and Awareness programs such as HIV, Drug
Substance Abuse, Sexual Purity Seminar.
Agoda Philippines
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Agoda.com, is an online travel company specializing in discounted hotel
bookings in Asia, is in partnership with Camp Benjamin, the local hotel and Resort
strategically located in Tagaytay City. The partnership allows distribution of Camp
Benjamin via Agoda's websites. In the Asian marketplace, Agoda.com is considered
a specialist which 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 them to
dynamically manage yield rather than focusing on negotiating long-term pricing or
allotments. Agoda’s local market expertise will enable it to provide Camp Benjamin
with advice on frequently changing market situations and trends which can translate
into opportunities to increase revenue and growth.
Publics
Table 17. Publics
Which public represent Those who are in the corporate
particular opportunities setting, schools and teams of
any kind.
Which public represent Not applicable
particular problems / threats

Effective steps taken to deal Not applicable
with each public
The public that represent particular opportunities are those who are in the
corporate setting, schools and teams of any kind. This is an opportunity for the
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company because they can inform the clients that the company can be trusted and
have full confidence in. However, there are no particular problems or threats from
the publics since Camp Benjamin excels in transforming the battle-weary person
which is a positive thing for a person.
Issues Priority Matrix
Table 18. Issues Priority Mix
Probable Impact on Corporation
High Medium Low
 Most travelers consider WiFi as  The effect of corruption  Unemployment rate

one of the most important and bureaucracy rises. (THREAT)
factors in hotel and resort (THREAT)
High
facilities.
Probability of Occurrence
(OPPORTUNITY)  Philippines being the top

users of social media.
 The Effect of Hazardous (OPPORTUNITY)
Material. (THREAT)
 The implementation of Bring  Crop monitoring drone
Home A Friend by Department helps farmers to be
of Tourism. (OPPORTUNITY) efficient. (OPPORTUNITY)
Medium
 The implementation of oil price  Rapid increase of

and tollways hikes burdens the population. (THREAT)
commuters. (THREAT)
 Associating the Use of
 Climate Change can affect  Rapid Price
the appeal of various Fluctuation.
resorts (THREAT)
(OPPORTUNITY AND
THREAT)
Low
External Factors Analysis Summary
Table 19. External Factors Analysis Summary
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External Strategic Factors Weight Rating Weighte Comments
d Score
Opportunities
 O1: Staycations entice majority of Filipino .11 3 0.33 Filipinos being tourists in their own backyard
people
.10 1 0.1 Social media can be used as Promotional tool
 O2: Philippines being the top users of
social media.
 O3: Deforestation leads to high demand of .05 3 0.15 The environmental setting of Camp Benjamin is
environmental haven. perfect to fill in the loss of environmental haven

 O4: The implementation of Bring Home A .11 3 0.33 Increase in sales
Friend by Department of Tourism

 O5: Implementation of New Tracking .15 3 0.45 Tech-based activities are flexible for team
Device: GeoTrek
interaction,
 O6: Associating the Use of Supersonic LED .12 3 0.36 Tech-based activities are flexible for team
Strobe Bracelets in Teambuilding Activities
interaction,
Threats
 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 hikes .06 3 0.18 Hinders the power of clients to transfer from one
burdens the commuters. place to another

 T4: The implementation of tollways hikes .11 3 0.33 Inability to indulge in vacation place.
burdens the commuters.

 T5: Unemployment rate rises .10 3 0.3 Shortage in manpower
Total Scores 1.00 2.95
Legend: 5– Major Strength 4 –Minor Strength 3 – Major Weakness 2 – Minor
Weakness 1 – Poor
External Factor Analysis Summary
As shown above, the external factors are presented and categorized
accordingly by Opportunities and Threats. The following are the indicators whether
the company is responding well or positioned poor:
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a. 3.00 indicate neither well or poorly positioned, just average
b. <3.00 mean poorly positioned company
c. >3.00 mean the that the business is doing well
d. 5.00 company is responding to the respective environment in an
outstanding way.
The total average of the analysis garnered a total of 2.95 from the weighted
score of the Opportunities and Threats. This indicate 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
strengths of the company which will be discussed in chapter 4.
Chapter 4
A. Marketing Strategy Audit
In this chapter, the internal business marketing environment of the company is
discussed. It is an overview of the company’s goals, objectives, strategies and
principles. This chapter ascertain the areas of opportunities and threat in the
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company. Also discussed in this chapter is the internal audit which serves as the tool
in understanding the business or company itself based on their resources and also
their capabilities. This analyzation will enable the company to identify its internal
strength and also its own weaknesses. This would greatly contribute to the
company’s planning and decision making, and also improvements needed to be
done internally for a better and fast growth of the company.
A.1 Business Mission
“We strive to deepen Christian Commitment, establish lifelong friendships,
intensify personal relationship with God, celebrate the presence of God within us
and around us, and through awareness of nature awaken, an understanding attitude
of respect and reverence for all life. This is accomplished through exploration of our
natural environment, daily reflections, adventure and spiritually dynamic programs
combined with community living to foster friendship, faith and fun.”
The mission statement of Camp Benjamin focuses on the commitment of the
clients through exploration of their natural environment facility, adventures and
spiritually dynamic programs. The mission statement is feasible since it is achievable
and realistic, Camp Benjamin also has their facilitators to execute the mission
through adventurous and spiritually dynamic programs.
A.2 Marketing Objectives and Goals
Marketing Objectives of Camp Benjamin
1. To effectively maintain our excellent service to our target markets
2. To provide a great hotel experience to all our guests and clients.
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3. Expand our markets and identify new potential markets for our services.
4. Continue to differentiate from our competition by offering added value to

our guests
5. To retain our current levels of repeat business and developing further
customer loyalty in a competitive market.
The marketing objectives and goals of the company are specific, actionable,
time-bound and relevant. The strategist used the SMART mnemonic to analyze the
present marketing objectives of the company, SMART mnemonic is widely used in
the marketing world in identifying and creating long term objectives 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
discussed in chapter 3’s competitive profile matrix.
A.3 Strategy
1. Market Penetration – Market penetration occurs when the company wants to
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 time to time. The
company is also submitted its name to travel directories to increase the awareness
of travelers and tourists.
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2. Related diversification – The diversification occurs when the company decides
to add 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.
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 other consumable product, since the camp has its own
farm.
B. Marketing Organization Audit
The marketing Organization Audit consists of the formal structure of the
marketing department, functional efficiency and interface efficiency. The formal
structure discusses the marketing activities of the company whether it affect
customer’s satisfaction. Functional efficiency determine the relations between
marketing and sales and its systems, while the interface efficiency discusses the
problems that need to be addressed.
B.1 Formal Structure
The marketing department of Camp Benjamin is spearheaded by Mr. Teodoric
Mortel. It can be seen on chapter 2 that he is also part of the top management of the
company. The authority in this department is controlled by Mr. Teodoric Mortel
himself, he has the adequate authority over the marketing support and operations of
the company. However, the marketing activities of the company is limited:
1. Online promotions is not present
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2. Advertisement is not present
3. The use of influencers are not present
4. Website is not updated.
B.2 Functional Efficiency
The marketing and sales department are handled by Mr. Teodoric Mortel.
There is a good relationship between sales and marketing as it is handled by a
single person. The service management is working effectively since the other staff
has a degree in service management which vital skills and competencies are
required for a successful hospitality-based organization. The employees of the
company knows 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 they need to improve on, and they also organize an
Employee Recognition Program every end of the year wherein they recognize and
reward work and behaviors of their employees. Employee appreciation is important
because it means that their work is valued and appreciated. Conducting the said
program will help the company build loyalty, supportive work environment and
increase its employee motivation and retention as well.
B.3 Interface Efficiency
Functional Organization Structure. The organization structure of Camp
Benjamin is functional wherein people are grouped in their area of specialization.
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People are divided according to the function they perform in the organization. Each
department has its own department head that is responsible for the performance of
his/her division. This helps in controlling the uniformity and quality of an
organization. The departments present in Camp Benjamin do not need any direct
attention, since each departments is managed by their respective head. However,
each employee is expected to give their hundred percent in their department to
execute their task/s.
C. Marketing System Audit
Marketing System Audit consists of marketing information systems, marketing
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 products and services.
Marketing system audit also discusses the possibility of screening a new product
into market.
C.1 Marketing Information System
The marketing intelligence of the company is being prioritized, even though
Camp Benjamin has already a numerous partnership with huge companies, and the
information regarding the marketplace developments, prospects and competitors are
still being prioritized and monitored. They are also assessing how their competitors
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are doing if they did anything different from their usual strategies to the launching of
new services.
C.2 Marketing Planning System
In the current situation of the company, the marketing planning system is not
effective and efficient. The use of other promotional tools are not being exercised by
the marketing department. The result is not acceptable for the sales targets and
quotas.
C.3 Marketing Control System
The marketing control system of the company are not being done efficiently to
achieve its long term objectives, since as seen on the financial statement of the
company, there is a huge loss of investment. The company must enhance their
marketing activity according to Ms. Kristina “Bani” San Mateo.
C.4 New Product Development
Camp Benjamin is not open to integrate technology in their service in team
building venue, however if possible and attainable, they might, but with very
thorough research and business analysis before investing on the idea.
D. Marketing Productivity Audit
Marketing Productivity Audit discusses the profitability of each product or
service of a certain company. It analyzes whether the company should enter,
expand, contract or withdraw from any business segments available. It also consists
of cost effectiveness analysis which discusses the cost of each marketing activities
whether if it’s costly and need to be reduced.
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D.1 Profitability Analysis
The company consume a lot of cash but bring little in return. The company
hold low market share in fast growing industry, which indicate that the company
should pay much closer consideration in the situation.
D.2 Cost Effectiveness Analysis
Since the marketing activities of Camp Benjamin are limited, there are no
excessive costs that hinder the profitability of the company. Therefore, cost-reducing
steps are not necessary to take.
E. Marketing Function Audit
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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force, and distribution of the product or service. The integrated marketing
communication of the product and service is also incorporated in this audit.
E.1 Service
Camp Benjamin’s high-quality facilities accompanied by exemplary personal
service, and very differentiated from competition. The objective of Camp Benjamin
for its service is to maximize and enhance their current performance in the field of
manpower, security services and hospitality management. The company segment its
service specifically to corporate teams, travelers, and tourists. Camp Benjamin
focuses on the commitment of the clients through exploration of their natural
environment facility, adventures and spiritually dynamic programs
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 allow 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
to enhance their performance in manpower, service and hospitality management.
Camp Benjamin provide compatible service to their clients who want to undergo a
change in lifestyle, physically and spiritually, and further enhance their relationship
with other people.
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Table 20. Price and Accommodation Package
PARTICULARS RATE PER HEAD NO. OF PAX TOTAL
Accommodation Package:
Room accommodation stated above

Bathroom Amenities
Air-conditioned
Complimentary use of the pool with whirlpool
and jet water massage
FREE Entrance to WIN Farm
Special Rate for Meals and Snacks:
3 Meals 2 Snacks
Day 1: AM Snack, Lunch, PM Snack,

Dinner
Day 2: Breakfast
*Meals are inclusive of soup, viand,

vegetable, rice, dessert and juice
*Snacks are inclusive of pasta/noodles, bread ____ pax PHP TOTAL
and drinks PHP 3, 800 for
overnight and
Special Rate for Function Area:
PHP 2075 for a
16-hr Use of Function Area day tour
Air-conditioned
With Welcome Banner
LCD Projector
Microphone and Sound System
Tables and Chairs Set-up
Buffet Table Set-up
Water dispenser with hot and cold water
Team Building Package:
Facilitator and Customized Program

Assorted Bandana
Team Building Materials and other
paraphernalia Team Building Facilities such
as zip line, bubble slide, wall climbing,
obstacle course and tunnel
Green Areas
Marshals and Emergency Response Team
Photographer and a soft copy of event
photos and videos
TOTAL ENGAGEMENT FEE PHP TOTAL

Rates given are inclusive of 12% VAT
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Table 21. Usage of other facilities and amenities
Zip line 300 Covered court (day/hr) 1000

Rapelling 300 Covered court (night/hr) 1500
Wall climbing 300 Open court (day/hr) 500
Swimming pool 400 Open court (night/hr) 1000
Bike facilities 300 Volleyball (per hr) 150
Bonfire (with wood) 1500 Basketball (per hr) 150
E.3 Place (Distribution)
Service information is provided to the guest via direct marketing, and the
Internet. Delivery channels include sales agents and international reservations
system which is Agoda. Camp Benjamin is strategically located in Tagaytay. 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.
E.4 Sales Force
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 company’s objectives, below
is a list of the company’s sales force. The sales agent of the company are rewarded
by commission from the deal they close. Each sales agent has its own technique in
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winning their clients, some use the word of mouth, others go out to meet different
people in the corporate world, this indicate that the sales force of the company do
their jobs with ability and effort. The company do not compare their sales force with
their competitors.
Direct Sales
The company interacts with its customer during proposals and meeting, which
they automatically adjust with the needs and wants of the client just to win the deal.
Agent
The company make us of sales agent to market their service, each sales
agent has its own technique in acquiring clients for the company. They provide
potential clients for the company with a commission, this may vary according to the
agreement with the agents.
Partner
Camp Benjamin offers its services to companies with team problems that
need to be addressed to further enhance the trust, communication and the climate in
the workplace. Companies such as Ayala Foundation, DSWD, Sunpower, Bank of
the Philippine Islands, Makati Medical Center and Jollibee et cetera.
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E. Internal Factor Analysis Summary
Table 22. Internal Factors Analysis Summary
Internal Factors Weight Ratin Weighted Comments

g Score
Strengths
 S1: Professional .05 4 0.2  Knows how to take care of
Facilitators and strong the clients
Customer Service
Support
 S2: Price surrounds .10 4 0.4  Can capture the lower and
middle market higher markets all in one
go.
 S3: Strategic Alliance .10 3 0.45  Partnership is huge than
its competitors.
 S4: Market Penetration .10 5 0.5  Establish awareness
 S5: Related .05 5 0.25  Expands their customer

Diversification hold
 S6: Proper Waste .10 3 0.3  Lessen the impact on
Disposal climate
Weaknesses
 W1: Lack of Integrated .15 2 0.3  Promotional tools are not

Marketing visible such as posters,
Communication publication materials and
limited digital presence
 W2: Not ready to screen .15 2 0.3  Limited activities
new service in their
teambuilding venue
 W3: Research and .10 2 0.2  No timely information
development is not about the possible
present opportunities in the
market
 W4: One strategic .05 2 0.1  Limited profitability
location only in the whole
Philippines
 W5: Small sales force .05 2 0.1  Limited profitability
Total Weighted Score 1.00 3.3
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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:
a. 3.00: indicate neither well or poorly positioned, just average.
b. <3.00 mean poorly positioned company.
c. >3.00 mean that the business is doing well.
outstanding way.
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
weaknesses using the opportunities from the external factor analysis.
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Chapter 5
A. Situational Analysis
Situational analysis is also called the SWOT analysis. This analyzation
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 marketers to understand the current and potential
environment setting.
A.1 Strategic Factor Analysis Summary
Table 23. Strategic Factors Analysis Summary
Key Strategic Weigh Ratin Weighte Short Intermed Long Comments

Factors t g d Score Duration iate Durati
Duration on
S1: Experienced 0.066 3 0.19 ✔ One of the strong
Service Providers points of Camp
and strong Benjamin is its
Customer Service service
Support
S2: Price 0.066 3 0.19 ✔ The company could
surrounds middle serve both markets at
market once
S3: Strategic 0.066 3 0.19 ✔ The company allies
Alliance could help increase
their value
S4: Market 0.066 3 0.19 ✔ The company is trying
Penetration to penetrate the
market with a
minimum effort
O1: Staycations 0.066 3 0.19 ✔ This could be an
entice the majority opportunity for the
of Filipino people company to branch
out their service
O2: The 0.066 3 0.19 ✔ This is a call for the
Philippines is the company to maximize
top users of social the available online
media. resources to boost
their brand
awareness and sales.
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Key Strategic Weigh Ratin Weighte Short Intermed Long Comments
Factors t g d Score Duration iate Durati
Duration on
O4: The 0.066 3 0.19 ✔ This could help the
implementation of company to increase
Bring Home A their brand
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
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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:
a. 3.00: indicate neither well or poorly positioned, just average.
b. <3.00 mean poorly positioned company.
c. >3.00 mean that the business is doing well.
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.
----------------------------------------------------
B. Review of Vision and Mission
A Strategic posture is an approach to gradually apply the business’s strength
to the long-term needs and demands of the market place which is the first step in
creating a mission and vision statement, which displays the basic reason why the
company exists. The statement reflects the organization’s beliefs such as its image,
philosophy, character, and identity.
Current Vision and Mission Statement
A good strategic direction is formulated through a good vision and mission.
The formulation is important because the organization can know the foundation of
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their value and what they believe in. Mission and vision is the backbone of an
organization, it is to assist the organization to develop a strategy to stay in the
competitive market and explain to itself to its employees and customer about what
they believe in.
B.1 Vision Analysis
Table n. Vision Statement Analysis
Criteria Excerpts Comments

Short, Punchy, and Easily ✔ “We envisioned a place where The programs offered in
Memorable the soul of men can be Camp Benjamin is God-
restored and trained towards centered. They envision a
godliness and service” future where everyone is
God-centered.
Specific to business and ✔ “A learning facility at its core The camp is for the utterly
describe different and a place for the battle- exhausted and depressed, or
outcome weary.” people who want to find
peace and solace, and this is
conducted through several
activities that they offer.
Words are not open to ✔ “We envisioned a place where The vision statement is
interpretation the soul of men can be straight to the point where
restored and trained towards words are not open to
godliness and service – A interpretation
learning facility at its core and a
place for the battle-weary.”
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
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B.2 Proposed Vision
“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
a place for the battle-weary”
B.3 Proposed Vision Analysis
Criteria Excerpts Comments

Short, Punchy, and Easily ✔ “We envisioned a world where The programs offered in
Memorable the soul of men is restored and Camp Benjamin is God-
trained towards godliness and centered. They envision a
service provided by our future where everyone is
employees” God-centered.
Specific to business and ✔ “A learning facility at its core The camp is for the utterly
describe different and a place for the battle- exhausted and depressed, or
outcome weary.” people who want to find
peace and solace. This is
conducted through several
activities that they offer.
Words are not open to ✔ “We envisioned a world where The vision statement is
interpretation the soul of men is restored and straight to the point where
trained towards godliness and words are not open to
service provided by our interpretation
employees – A learning facility
at its core and a place for the
battle-weary.”
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
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work employees.”
B.4 Mission Analysis (David’s Mission Statement Evaluation Matrix)
Table 24. Mission Statement Analysis
CRITERIA PARAMETERS YES NO REASON

Customer Who are the firm’s customers ✘
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
Technology Is the firm technology current? ✘
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 to what they believe
in; Spiritual and physical
attitude, rather than the
company itself.
Philosophy The fundamental beliefs, values, ✔ The philosophy of the

aspirations, and ethical priorities of company can be seen at the
the firm? first sentence of their mission
statement. The intensification
and 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 distinctive ✔ Camp Benjamin was

competence or significant established to promote
competitive advantage? Christian faith and deepen
the appreciation of nature.
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.
Concern for employees Are employees a valuable asset to ✘

the frim?
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B.4 Proposed Mission
“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
exploration of our natural environment, daily reflections, adventure and spiritually
dynamic programs provided by our employees combined with community living to
foster friendship, faith and fun.”
B.5 Proposed Mission Analysis
Table 25. Evaluation of Proposed Mission Statement Components
CRITERIA PARAMETERS YES NO EXCERPTS REASON

Customer Who are the firm’s ✔ “We strive to deepen the
customers relationship of our customer
with God as well as to
celebrate his presence
around us.”
Products or Services What are the firm’s ✔ “This is accomplished The services is
major products or through the exploration of usually being
services our natural environment, held inside the
daily reflections, adventure camp through its
and spiritually dynamic team building
programs provided by our program, farm
employees combined with tour and nature-
community living to foster friendly
friendship, faith and fun.” adventures that
promote
reflection, faith
and fun.
Markets Geographically, ✔ “This is accomplished In their mission
where does the firm through the exploration of statement, it can
compete our natural environment” be seen that they
use the beauty of
their strategic
location in
Tagaytay
Highlands. This
natural
environment is
good for
Page | 81
exploration and
other activities
Technology Is the firm ✘
technology current?
Concern for survival, Is the firm ✔ This growth is accomplished The company
profitability and committed to through the exploration of focuses on the
growth growth, and financial our natural environment, growth of their
soundness? daily reflections, adventure customers
and spiritually dynamic aligned to what
programs provided by our they believe in;
employees combined with Spiritual and
community living to foster physical attitude,
friendship, faith and fun.” rather than the
company itself.
Philosophy What are the basic ✔ “We strive to deepen the The philosophy of
beliefs, values, relationship of our customer the company can
aspirations, and with God as well as to be seen at the
ethical priorities of celebrate his presence first sentence of
the firm? around us.” their mission
statement. The
intensification
and glorification
of Christian faith
is the reason why
Camp Benjamin
was established.
Self-concept What is the firm’s ✔ “accomplished through the Camp Benjamin
distinctive exploration of our natural was established
competence or environment, daily to promote
major competitive reflections, adventure and Christian faith
advantage? spiritually dynamic and deepen the
programs” appreciation of
nature.
Concern for public Is the firm ✔ “We strive to deepen the Camp Benjamin
image responsive to social, relationship of our customer wanted the public
community, and with God as well as to to perceive them
environmental celebrate his presence as an institute
concerns? around us.” that help deepen
the faith of a
person in God.
Concern for Are employees a ✔ “This growth is Employees are
employees valuable asset to the accomplished through the valuable asset to
frim? exploration of our natural the firm as they
environment, daily are the one who
reflections, adventure and provide excellent
spiritually dynamic programs service to the
provided by our employees company clients
combined with community
living to foster friendship,
faith and fun.”
Page | 82
C. Strategic Problems
1. Competition from Hotel Industry alternatives such as Airbnb (IMPORTANT)
The biggest threats for hotels in 2017 is from Airbnb according to a Report
from Hospitalitynet. The valuation of Airbnb is well over $10B which is even
higher than a lot of Large Hotel Chains in the world like Hyatt. The app has
impacted the hotel industry in a huge and competitive way because it provides
customers with units at very much the same rates as new hotels or cheaper.
2. Continuously changing consumer demands (IMPORTANT)
“A whole new generation of luxury consumers have stayed in luxury hotels
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 customer, also understanding them helps in repeat business and customer
loyalty.
3. Consumer’s Perception on Social Media Advertising
The communication of individual with other people all over the world about
a product or service is made possible through the appearance of internet-based
social media. This platform allows individuals to interact freely, discuss and share
Page | 83
information by using a multimedia mix of personal pictures, words, audio and
videos. However, the effectives of social media advertising depends on the
perception of the consumer and how the advertising agency wants them perceive
a certain campaign.
D. Strategic Objectives
1. Competition from Hotel Industry alternatives like Airbnb
Objectives:
1.1 To gain competitive advantage and service differentiation
1.2 To expand the service of Camp Benjamin in other parts of Luzon area.
2. Continuously changing consumer demands
Objective:
2.1 To provide excellent service that really reflect the value of money.
2.2 To adapt to the consumer needs and wants, by going an extra mile in terms
service.
2.3 To use advanced technology in the service.
3. Consumer’s Perception on Social Media Advertising
3.1 To have a positive brand recognition
3.2 To maximize the use of available online resources
Page | 84
Chapter 6
A. Strategic Alternatives
Strategic alternatives is a set of business level strategies from which an
organization chooses as it conducts business in a particular market. These
alternatives will help the organization to enhance its value in a targeted
fashion.
A.1 TOWS Matrix
Table 26. TOWS Matrix
Internal Factors Strengths (S) Weaknesses (W)
S1: Professional facilitators and W1: Lack of Integrated

strong Customer Service Marketing Communication
Support
W2: Not ready to integrate new
S2: Price surrounds middle technology into their service
market
W4: One strategic location only
S3: Strategic Alliances in the whole Philippines
External Factors S4: Market Penetration W5: Small Sales Force
Opportunities (O) S-O Strategies W-O Strategies
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
Page | 85
company could expand digital differentiation amongst its
grasp by integrating useful competitors, this could also
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)
SO4 Product Development:

The company could develop
their current service by using
Geotrek and Supersonic LED
bracelets in their team building
activities to strengthen their
current strategic alliance (S3,
O5, O6)
SO5 Market penetration:

Through the strategic pricing of
Camp Benjamin, the company
could market its service to the
majority of Filipinos (S1, S2, O1)
Threats (T) S-T Strategies W-T Strategies
T3: The implementation of toll hikes ST1: The company could invest WT1 Product Development:
burden the commuters in the shuttle service for the the professional facilitators of
transportation of their clients the company could help train
T4: The implementation of oil hikes and develop service new employee to increase the
burden the commuters differentiation (S4,T3, T4) sales force of the company
(W5, T5)
T5: Unemployment rate rises ST2 Product Development:
The professional facilitators
could train the new employee to
combat the unemployment rate,
this could also help the
government (S1, T5)
A.2 Analysis of Strategic Alternative Strategies
Table 27. Analysis of Strategic Alternative Strategies
Alternative Strategies Pros Cons

Product Development - Innovative - External sources can
affect the procedures
- Customers will be anxious and which can alter the
curious to test new products product development
and service
- The possibility of
products and services
to fail
Market Penetration - Increased promotions - Might Lack in results
- Wider audience
- Product improvement
Page | 86
- Fast growth
- Combat competitors
Market Development - Wider market segment - Costly
B. Recommendation
Table 28. Recommendations
Alternative Strategic Objectives Explanation

Strategy Problems
- To expand the service Market development is
1. Market Competition of Camp Benjamin in when the company
Developmen from Hotel other parts of Luzon introduces its current
t Industry area. products and services
alternatives into new geographic
such as Airbnb areas. It is usually
strategically located in a
place where the service
is very sought of.
2. Product Product development is
Developmen Continuously - To provide excellent when the company seeks
t changing service that reflects the to increase their sales by
consumer value of money. enhancing its current
demands products or services. In
- To adapt to the line with the second issue
consumer needs and in chapter 5 and its
wants, by going an objectives, this is the
extra mile in terms of direct solution to combat
service. the continuously
changing consumer
- To use advanced demands.
technology in the
service.
- To gain competitive
advantage and service
differentiation
3. Market - To accurately deliver Market penetration is

Penetration Consumer’s the message to the when the company seeks
Perception of target audience an increased market
Social Media share for its current
Advertising - To have a positive service by enhancing its
brand recognition marketing efforts.
- To maximize the use

of available online
Page | 87
resources
Chapter 7
A. Programs
Table 29. Programs
Strategic Strategy Programs Party

Objectives Responsible
1. To expand the Feasible if Working Feasible if Working
service of Camp Market Development Capital is HIGH Capital is HIGH
Benjamin in
other parts of
Luzon area.
Table 30. Strategic Objectives
Strategic Strategy Programs Party

Objectives Responsible
2. To provide Acquire Supersonic
excellent service LED Bracelets and - Lazada
that reflects the Geotrek
value of money. - Human Resource
Acquire Supersonic Department
3. To adapt to the LED Bracelets and
consumer needs Geotrek and use the - Manila Lux Tours
and wants, by program of DOT to
going an extra promote market the
mile in terms of service of Camp
service. Product Benjamin.
Development
4. To use advanced Shuttle pick up and
technology in the drop off for clients
service.
Page | 88
5. To gain Hire an employee,
competitive and they will be
advantage and trained by the
service company’s
differentiation professional
employee.
Strategic Objectives Strategy Programs Party

Responsible
6. To have a positive brand Partnership with
recognition Department of Konvoworks –
Tourism’s BHAF Konvoworks is a social
Program media intelligence
Market based in the
7. To maximize the use of Penetration Social Media Philippines composed
available online resources Advertising using of marketing
Facebook and professionals, social
Instagram (Using media strategist, data
Konvoworks) analysts, and IT
experts.
Start guest blogging
and post content to
LinkedIn
Create an online
campaign that
embodies the vision
and mission of Camp
Benjamin to establish
a share of mind and
heart.
Market the service to

the lower and upper
Filipino markets
B. Profitability
B.1 Pro forma Profit and Loss (Product Development)
FIRST YEAR IMPLEMENTATION

(In Philippine Peso)
Incremental Revenue PHP 2,706,904
Page | 89
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
- 3% Increase in revenue due to implementation of the strategy, based on 2017

Revenue (Php 90 230 122 x 3% = Php 2 706 904)
- Geotrek GPS Tracking device - Php 700 per unit x 100 units, LED Strobe Bracelets -
Php 500 per unit x 100 units.
- Acquisition of Computer Equipment for utilization of Geotrek GPS Tracking device.
- Service Cost for outsourcing Manila Lux Tours (Annual, Php 8 000 per day) inclusive
of driver and gas.
- Assumption: 1st Q - 15, 2nd Q - 45, 3rd Q - 15, 4th Q - 30, Annual - 105 times a
year, Php 840 000.
B.2 Pro forma Profit and Loss (Market Penetration)
FIRS YEAR OF IMPLEMENTATION

(In Philippine Peso)
Incremental Revenue PHP 4, 511, 506
Incremental Costs PHP 2,600,000 (2,600,000)
KONVOWORKS Service
Cost
Incremental Profit / Loss PHP 1,911,506
- 5% Increase in revenue due to implementation of the strategy, based on 2017

Revenue (PHP 90,230,122 x 5% = PHP 4,511,506)
- Service Cost for outsourcing from Konvoworks (Php 650 000 per 3 month
subscription for 1 year)
Service Breakdown of Konvoworks
Service Description KPI's (Success Metrics)
Pre-Campaign
Olelo subscription - 3 months
Baseline report with behavioral interpretation Audience vs Brand: Personality, Needs, Values
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
Page | 90
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
Optimization of social assets Prepare FB/IG/Twitter for blue badge verification
C. Standard Operating Procedures
Strategy Standard Operating Procedures

Partnership with the Department of Tourism’s The standard operating procedures of this
BHAF Program strategy will be handled by Konvoworks which
is a social media intelligence based in the
Social Media Advertising using Facebook and Philippines.
Instagram (Using Konvoworks)
Start guest blogging and post content to LinkedIn
Create an online campaign that embodies the

vision and mission of Camp Benjamin to establish
a share of mind and heart.
Market the service to the lower and upper Filipino

markets

Shuttle pick up and drop off for clients Manila lux tours will pick up the clients
on their desired time at the designed
area for them. Same goes for drop off
procedure.

Acquire Supersonic LED Bracelets and Before the activity starts, the
Geotrek facilitators will distribute the GeoTrek
Acquire Supersonic LED Bracelets and device and LED Strobe Bracelets to
Geotrek and use the program of DOT to the participants and will collect the
promote market the service of Camp gadgets right after the whole day
Benjamin. activity.
Page | 91
Chapter 8
A. Feedback Information Systems

Strategic Objective Target Timeline
Increase the promotional 1 year
- To have a positive brand tools, brand awareness and
recognition online traffic of the company
-To maximize the use of

available online resources
Obtain service differentiation 1 year
-To provide excellent service from the competitors.
that reflects the value of
money.
- To adapt to the consumer

needs and wants, by going an
extra mile in terms of service.
- To use advanced
technology in the service.
- To gain competitive
advantage and service
differentiation
B. Standards and Measures
Strategy Key Performance Indicator Target Monitoring

Schedule
Social Media Advertising Engagement (Likes, Shares, Weekly
and Campaigns handled Comments)
by Konvoworks
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
Page | 92
LED Strobe Bracelets Number of Attendees 15,000 Every
and Geotrek beginning
and end of
the activity
Scope and Limitation
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 outdated structure of
their company.
Page | 93

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Chapter 1

consists of the company objectives, strategies, and policies in the specific

department such as Human Resource, Marketing, Operation and, Financial. The

analyzation and interpretation of vision and mission are also included.

Mon’s Restaurant, Shalom Hotel and, Win farm

Camp Benjamin is one which provides service, wellness and transformation to

facilitation of different companies and organizations. The program itself offers

successful team dynamics.

interested stakeholders in the organization. It also used to help investors and

cannot be underestimated. The accuracy and reliability of the financial statements

improve the performance of the company.

II. Financial Ratios

performance of the company such as it solvency, liquidity and efficiency to ensure

How Calculated 2015 2016 2017

I. Return of 4.75 1.58 -0.33

II. Market Share Revenue 6.33% 6.53% 4.48%

III. Liquidity Ratios

.83:1 -.24:1 -.36:1

IV. Profitability Ratio 2015 2016 2017

Gross Profit Margin Sales – Cost Of 0.64 0.35 0.50

Net Profit Margin Net Income .3388 .3388 -0.08

Return on Total Assets Net Income 4.75 1.58 -0.33

Return on Stockholders’ Net Income 4.16 2.53 0.38

Debt Ratio Total Liabilities 1.13 .37 .53

Equity Ratio Total Equitiy 1.14 .63 -2.15

VI. Activity Ratio 2015 2016 2017

Account Receivables Credit Sales 23.2x 28.40x 20.79x

Asset Turnover Sales 25.66x 19.96x 17.65x

4.75 1.58 -0.33

A. Return on Investment Analysis and Interpretation

Interpretation: The return on investment of Camp Benjamin continued to

is 28,102,057 subtracted by 6,742,236 worth of investment which resulted to 4.75,

followed by 2016’s net profit of 28,971,193 subtracted to 18,308,061 worth of

investment which resulted to 1.58.

Table 3. Market Share

Market Share 2015 2016 2017

B. Market Share Analysis and Interpretation

2015’s percentage. The market share of 2017 decreased by 2.05%.

Interpretation: The latest market share of the company in the industry

the competitive market.

Table 4. Liquidity Ratios

Liquidity Ratio 2015 2016 2017

C. Working Capital Analysis and Interpretation

Analysis: The fiscal year 2015 garnered 1,099,280 of working capital,

Working capital is computed by subtracting current assets and current liabilities.

Current liabilities are composed of share capital, retained earnings, equity,

composed of cash and cash equivalents, accounts receivables, inventory,

the operating period of the corporation.

Interpretation: The current asset of the year 2015 is 5,642,956 subtracted

by 6,742,236 worth of current liabilities which resulted to 1,099,280. This indicate

Interpretation: Ratio is a proportion or quotient rather an amount. Current

currents assets are composed of cash and cash equivalents, accounts

receivables, inventory, prepayments and other current assets which would

Table 5. Gross Profit Margin

Profitability Ratio 2015 2016 2017

E. Gross Profit Margin Analysis and Interpretation

Analysis: There is a decrease of 29% in the gross profit in gross profit in

2016 and an increase of 15% in 2017.

Interpretation: Gross Profit Margin is the percentage of the residual

Administrative Expenses, General and Administrative Expenses etc. The higher

control its overhead.

Table 6. Net Profit Margin

Profitability Ratio 2015 2016 2017