Professional Documents
Culture Documents
By
Casimiro, Kathleen Elicar
Cruz, Ella Mae
Evangelista, Kyle Hebryl
Gueta, Maezy
Kamatoy, Carmela
Nicolas, Kian Joyce
Otis, Rhyzen
Prieto, Von Lawrence Nikolai
March, 2019
TABLE OF CONTENTS
Executive Summary 1
Acknowledgement 18
Executive Summary
Fort Santiago is a most interesting spot in Intramuros, there are many
beautiful spot that have an amazing history that you will love. Fort Santiago is
part of the history where in Dr. Jose Rizal is one of the National Hero of the
Philippines and he was prisoned there. They will see the things that will remind
and praise. It has a big part in remembering the greatness of Dr. Jose Rizal.
There are two competitors which is the Casa Manila and San Agustin
Church. The advantages from the competitors, they have a lot of historical sites
had sentimentally engraved in its inanimate nature and also have the Bastion of
San Fernando and Bastion of San Miguel, which their thing proudly have. Fort
This structural sites is open for all people especially to the tourist who are
first-timer in the Philippines and if they pass by Intramuros they will surely attract
to it. Family and the Foreigners are the center target of this sites as one of the
famous tourist spot in the Philippines they always have a good services and they
treat all tourist special, they think the safety of every tourist and they give
elevate, so that, tourist will come again to remember all the sacrifices and for
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CHAPTER I
Marketing Analysis
Strengths
Open to Public
Weaknesses
Hard to Locate
Needs a Renovation
Opportunities
Tourist Attraction
Job Opportunities
Threats
Calamities
New Trends
Economic Environment
amazing, through improving Fort Santiago can really attract the tourist as the
target market of Fort Santiago. In the industry of this kind of tourist spot, Tourist
are more interested in the appearance of a spot, the tourist will be attentive if Fort
Fort Santiago is available for everyone, because of free entrance fee of this
Tourist spot it will be more accessible for any possible tourist that will go and see
Fort Santiago. Our history is aging and only the historical sites can preserve our
history and it is popular nowadays since a lot of tourist are curious about the
history of the Philippines even the foreigners are want to see the Fort Santiago
and it is increasing the popularity through the recovery of Fort Santiago. The
tourist are confident of having questions about the Fort Santiago and the place
are also confident that will be answered if they will come and see Fort Santiago.
The Fort Santiago will provide information’s without the involvement of money.
Fort Santiago have a free entrance for all, the trend is increasing base on the
Social Environment
Inside the Fort Santiago you’ll enjoy a peaceful walk and chill in its
gardens and lily ponds. There’s a lot to see inside the Fort Santiago, like the
Theater, and A MacenesRedles, Storehouse for goods. Also you’ll see the the
and executed during the Japanese occupation in the World War II, even by its
damages by war and earthquakes, the Fort Santiago has been restore. The Fort
Santiago is popular to all even in young or elderly ages, in foreigners from other
country. It is build year 1571 until now it is still standing. The number of people
Santiago the family in the future will know what happen years ago.
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The changes in the level of education depends on who wants to know, or study
Technical Environment
Fort Santiago dates back to the 16 th century, when it was built by the
Spanish over the Fort of the last pre- Hispanic Chieftain of Manila as a strategic
lookout over Manila Bay. Since then it has served as a military base and a
prison, most notoriously under the control of the Japanese Imperial Army during
the Second World War When it was used as a place of Fortune and Execution.
Competitive Environment
Our competitors are the Casa Manila and San Agustin Church, they easily
attract tourist, through their easy to locate than Fort Santiago. As we said we
have two competitors which is the Casa Manila and San Agustin Church. Our
advantages from the competitor Casa Manila and San Agustin Church is we
have so many historical sites, and Fort Santiago had sentimentally engraved in
its inanimate nature. Fort Santiago have the set of batteries that look upon the
vast river, near the historical fort of war heroes. Fort Santiago also have the
Bastion of San Fernando and Bastion of San Miguel which their thing proudly
have. We, Fort Santiago have enough thing to compete in every competitors by
Political Environment
The Intamurals rules and regulations are also Fort Santiago rules and
discover things in Fort Santiago just like Bastion of San Fernando and Bastion of
San Miguel. If the political operate if the customer will fascinate to see what’s the
new inside of Fort Santiago and they patronize it even if it is have an old
structure.
But now, Fort Santiago has been restored and you will find most of the
areas preserved. It is now rein carted as a place of peace and relaxation in the
shrine houses, you can find of history of Rizal’s life and his works, including
artworks, books and personal artifacts. Even one of his bones showing the bullet
is still embedded. The main gate and the surroundings bastions are
Inside the Fort Santiago, you can see Jose Rizal’s cell set up supposedly
before he was executed. Also the dungeons in the prison which is worth a look.
The rest of Fort Santiago has been set up into a beautiful park.
Industry Environment
museum that customer will go it and there is no entrance fee for all. The Fort
memories and Fort Santiago. The structure of Fort Santiago still the same and
The defensive fortress Fort Santiago have been international through list
of most vulnerable heritage sites around the world and among the II other
historical places in the world. The outside of Fort Santiago have been change but
the important history of Fort Santiago had been exist. The For Santiago was
of the Philippines that is mandated to orderly restore the historic walled area of
Intramuros where Fort Santiago is located, that is situated within the modern city
Fort Santiago have stable political system that until now the government is
still assure that the view of this structure is more attractive to the tourist.
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CHAPTER II
Geographical
Manila. The Fort Santiago has a perimeter of 2,030 feet (620m), and it is of a
nearly triangular form. The south front, which look toward the city, is a certain
with a Terre plain, flanked by two demi- bastion- the Bastion of San Fernando, on
the river side, and the Bastion of San Miguel, by the bayside. A moat connected
with the river separates the Fort from the city. Near the beginning of the north
face, instead of a bastion, a cavalier called Santa Barbara was built with three
faces of batteries.
The 22- feet (6.7m) high walls, with a thickness of 8 feet (2.4m) are fierce
for the necessary communications. The front gateway faced measures 40 feet
(12m) high being in the south wall and facing the city. The climate of Fort
Demographical
popular place for picnics and open air theater performances. The Fort Santiago is
one of the most important historical sites in Manila. Any age and gender can visit
the place even the students like me it helps me to gain information about the
historical sites. It is open for all families and tourist who are willing to know the
historical place in our country. Those family who wants to visit can go, there no
Behavioral
In Fort Santiago you will get benefits like historical memories of our
national hero Dr. Jose Rizal, as it was where he was imprisoned, tried and he
would spend
final hours before his execution on December 30, 1896. The brand loyalty of Fort
Santiago is they give a good facilities and having their own beauty. As
they give a good guidelines their maintaining it to be more attractive for all of the
tourist.
The other benefits of it is to know the story about World War II at to give
back the memories of the execution of our national hero Dr. Jose P. Rizal, and to
have enough knowledge of what happen many years ago. To inform everyone
about the hard work and sacrifices of our hero, and to give importance and not to
Psychographical
Psychographical determines the social class of the tourist, they are just
students and family that want to have a good place to go and they are motivated
to that place, Fort Santiago is part of the history of the Philippines. The opinion of
lifestyle of the students that going to Intramuros, Manila they was amazed by the
history of the Philippines so for them this was the most interesting spot.
Fort Santiago has been restored and you will find most of the areas
preserved. Worth visiting inside the Fort proper the Rizal Shrine, the museum is
worth a look. The rest of Fort Santiago has been set up into a beautiful park.
one can relax and spend some time here enjoying the nature and beauty around.
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Our group
choose this as our target market since family and foreigners are often visit the
Fort Santiago. Family bonding visit Fort Santiago to see the beautiful sites of this
kind of structure, even the Foreigners. If they are going to the Philippines, one
place they would visit is Intramuros where Fort Santiago is located. Fort Santiago
is open for all people who are willing to see the historical architecture view, but
Questions:
1. What comes in your mind when you heard the word “FORT
SANTIAGO”
5. What are the experience that you had encounter after you saw the
7. For you, what is the most attracted part inside of Fort Santiago?
the Philippines?
10. After you visit Fort Santiago, do you consider Fort Santago is the most
Research Findings
The guide question are made by our group. Our group conducted this
survey to know their opinion about our marketing plan which is “Elevating Fort
Intramuros, Manila. Out of 10 respondents, 6 answered they haven’t visit the Fort
Santiago while the rest answered they have visited it. The reason why they
visited Fort Santiago is they want to have a family bonding, take some pictures
from the historical places and to have a shoot for their project about the life of
Jose Rizal.
see the tunnel and also the things made and owned by Rizal. While the other
don’t have any experience. For the most attracted part inside the Fort Santiago,
one of them says investing part of Fort Santiago is the Pablo while other says
Rizal
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Shrine, other says the main gate and some modern subjects inside the Fort
Santiago. In the last question says that if they consider Fort Santiago is the most
they consider the Fort Santiago was the most interesting spot in Intramuros.
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CHAPTER III
Vision
Mission
To be the most visited spot that will give learning to local and foreign
tourist.
Goal
CHAPTER IV
Product Strategy
As the years goes by, the Fort Santiago was growing old. The chosen
well known not just to the Filipino and Foreigners in this generation but also to
the people in the future. Even though the year had passed the Fort Santiago will
remain its popularity. The Fort Santiago is the part of the history where in Dr.
Jose Rizal is one of the National Heroes of the Philippines and he was prisoned
there. There is a lot of places that you will love and will be amazed. The chosen
product name “4thSantiaGo!” it sounds like Fort Santiago, it emphasize the Fort
Pricing Strategy
Fort Santiago offer a tour package for a group of tourist who wants to visit
it. The cost Php. 2,000-2,500 with a maximum of 10-15 persons. Other agency
offer this kind of package that can pick up you from point A to point B and vice
versa. Offering this to those people who didn’t know how to go there and can’t
visit in this area. So Fort Santiago having an opportunity like this to easily visit
the tourist spot Fort Santiago, and to see a beautiful culture in this country. Inside
of Fort Santiago there are some places that having a violation fees like when you
violate some things and rules you must take the responsibility to pay the violation
fee.
People Strategy
Employees are doing everything to serve us right and to secure the safeties of
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and houses Intramuros is full of people. Some are students, some are visitors
and some are people living or working in the area. Through this, the area is a
Those workers in Fort Santiago keeps the statues clean. The guards in
Fort Santiago always keep monitoring, and to make sure that the place are good
and safe.
Promotional Strategy
This product is not literally can buy, it is a kind of place where many
people are free to visit this structural sites which is the Fort Santiago. The
strategiesthey will make forthe promotions of the product that the customer can
easily captivate is to have an advertisement, so that, for those people who will
watch this advertise they will surely attract on it especially to the foreigners. A
side from advertisement, they will create some flyers and spread it in few places
content of the flyers and read the important things of Fort Santiago they can
appreciate what’s the real background of it and realize that the Fort Santiago
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Placing Strategy
Packaging Strategy
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Positioning Strategy
As one of the tourist spot in the Philippines the care each one of the
customer, they give a good service and they treat them special. They maintain
the beauty and the cleanliness of Fort Santiago, they give a lot of history of the
past to mark their mind the heroic and sacrifice of our heroes. They give a
comfort ability of the place to the customer and they not irritate to explore in Fort
Santiago. They give a quality of security guard to the safety of all customers.
“We never experience the beauty of it, if we never see it”, this slogan will
help the Fort Santiago to gain tourist that will visit Fort Santiago and can give
stories about the history of our country and specially the story of Dr. Jose Rizal in
his days. In campaigning this slogan the customers will have a curiosity to
explore the beauty of Fort Santiago, and to know what happened in the past.
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CHAPTER V
The Fort Santiago will have a fund to solve, so that if ever having a
Make a rules and regulations about the things inside Fort Santiago are
Fort Santiago will have a drill about the calamities that they may encounter
Make a new design outside of Fort Santiago so that the customers will
captive to enter on it
Since, Fort Santiago build decades ago, it needed a few renovation and
make some entertainment event yearly about the history of Fort Santiago
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ACKNOWLEDGEMENT
We would like to give thanks to every person that help us to conduct this
Marketing Research. To us for being positive every time that we had mistaken
while we conduct this. To the trust of every members and for the unity that we
build just to accomplish and finish this research without any trouble.
Domingo. We would like to say thank you for all the guidelines and opportunities
to take this Marketing Plan as a final project in Second Semester. We all know
because you are the reason why we are here to continue our journey in terms
education. Although, there was a time that we failed in many times, you were
always there to motivate us and tell us that we can do this Marketing Plan.
We would like to say thank you so to our parents who always understand
us when we got home late, because we need to do our study. Thank you for
motivating us while us conducting this Marketing Plan. Also thank you for the
financial supports when a group activities have. Thank you for trusting us in
doing everything in outside even though there are so many danger out there.
And also to God for helping and guiding us where we go. For having a
good health and protection in our family from danger. Without you we cannot
make this Marketing Plan successfully, thank you for the knowledge and wisdom
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