Binangonan Catholic College

Binangonan, Rizal
SY 2020-2022
Senior High School Department ABM-RDL2

Chapter 2

MARKETING PLAN

This chapter presents the target market, market analysis including SWOT analysis and
demand and supply, marketing program and sales projection.

 All discussion must be in paragraph form

 Data that are needed in this chapter must be presented in table form

2.1 Target Market

 This refers to the potential group of consumers which your business aimed to
reach. It is part of success when the business owner knew to whom the product
or service will appeal and who will ultimately buy it.
 It can be categorized by age, location, income, lifestyle and etc. Defining a
specific target market allows a company to cater specific market factors to make
connections with consumers through sales and marketing efforts.

2.2 Market Analysis

 This section discusses information and conditions about marketplace. Market

Analysis reduces the risk of having hitches in the business if it was duly
understand.

2.2.1 S.W.O.T Analysis

 This is a technique used to evaluate the strength and weakness of the
business as well at the possible opportunities and threats that might be
encountered. This must be assessed in both internal and external
perspective.
 S- Strength
 W- Weakness
 O- Opportunities
 T- Threat

 Strengths
 Provide a list of your core competencies that give your product or service
certain advantages.
(Example: High quality, competitive pricing, customer care)
 Weaknesses
Given the necessary resources, which areas of your business would you
need to improve? 
(Example: Lack of funds, lack of management skills, unskilled workforce)
 Opportunities
Given the right conditions, which business opportunities can you identify
for growth and greater profitability? 
(Example: New markets, export potential, joint venture proposal)
 Threats
Think about possible factors which could adversely affect your business in
the future. 
(Example: Imported products, new entrants, political and economic
changes)

2.2.2 Demand-Supply Analysis

 Demand- this refers to the consumer’s desire to purchase goods or

services. Through demand analysis, it can help the business to forecast
the market
 Supply- this concept describes the total amount of a specific food, good
or services available to consumers. It is essential to identify the supply
because it can affect the analysis of the demand.
 Demand-Supply analysis. This is being conducted after analyzing the
required resources (demand) and the available resources (supply). This is
a chart that contains the combined view of demand and supply to identify
the demand that the proponents need to improve or meet.

2.3 Marketing Program

 This part describes all the marketing activities that the proponents will use
to make the business successful.

Competitors
 Who are your most important competitors?
 What are their main strengths and weaknesses?
  How can you be different?
 How can your product or service be more competitive?
 What are your competitors’ pricing policies? How do these affect
your sales strategies?
 Can you list your main competitors and their estimated market
share?

The Product

 
 List three important features that make your product or service worth
having. Example: design, functionality, reliability.
 List three features where you think your product or service could be
improved.
 Can you list three major competitors that offer similar products or services
to yours? Can you identify differences between your product and theirs?
 In what aspects can your product or service be described as innovative?
 What image do you want to project with your product or service?
 Do you have any plans to add more products or services to your current
portfolio?

 
The Customer

 
 Will your business depend on one main customer or will you sell to a wide
variety of customers?
 If you plan to sell to a wide variety of customers, list five types of customers
that are likely to buy your product or service.
 Do you plan to have a uniform approach to all customer groups or will you
vary your strategies accordingly?
 What measures will you employ to identify customer requirements with regard
to your product or service?
 How do you plan to collect customer feedback in order to ensure that your
product or service has a high degree of customer satisfaction?
  
The Place

 
 Where do you plan to sell your product or service?
1. Directly from the factory
2. From a showroom
3. E-Commerce
4. Other (give details)
 How easy will it be for your customers to gain access to your products or
services? Give details.
 If you feel that customers will find it difficult to access your products, can
you suggest ways of improving the situation?
 Mention three ways in which your competitors facilitate access to their
products or services for their customers.
 How do you plan to get the product to the market?
1. Distribute the product yourself?
2. Employ full/part-time salesmen?
3. Enter into a distribution agreement with third parties?
4. Online sales

 
The Method

 
 What methods of advertising do you intend to use for your product or
service?
1. Newspapers and magazines
2. Television
3. Radio
4. Sponsorships
5. Internet (websites, e-newsletters, search engine optimization)
6. Other (specify)
 If you intend to use any of the media mentioned above, which do you rate
as the most effective and why?
 How do your competitors advertise their products? Do you think their
methods are effective?
 How will you price your products? Explain the reasons behind your pricing
strategies.
 How will your prices compare with those of your competitors?
 Do you intend to give your customers credit? Explain the reasons behind
your decision


2.3.1 Advertising, Promotion and Logo

 Advertisingand Promotion
Advertising is a form of strategy used to call the attention of the potential
customers, usually about the purpose of selling the product or offering of
services. Promotion refers to marketing communication or strategy in the
form of events and activities that would help the business raise the
awareness about the product or services that they offer.
 Logo is a graphic representation that symbolizes the company or
business. It is used as identification for the business and considered as
substitute for business name. It is one of the most important marketing
strategies that the business proponent should prepare.
 Make sure that every color, legend or object injected to the logo
has a meaning related to the business goals or aims.
 This section includes description and explanation of logo.

2.4 Sales Projection

 It is the amount of profit a company expects to earn at some point in the

future. It is an estimate that is synonymous to the sales forecast. This part
helps the company to determine the health of the business whether sales
will trend upward or downward.
 This must be presented in table form wherein separated depending
on the variety of the product, sizes of product, etc.
 Each table must contain explanations.

The Survey

Chapter 3

TECHNICAL PLAN
This chapter discusses the product specification, production cost and process, tools,
equipment, furniture and fixtures, physical location and floor plan and waste disposal
plan of the business. It helps you to look at your internal operations in detail to see
if your business can be run efficiently and effectively. It draws attention to your
team and allows you to develop strategies for good and effective management.

3.1 Product Specification

 Product specification serves as the blueprint that describes what the

product would be. This includes the raw materials, price of the product,
percentage per product and competitor’s price.

3.1.1 Raw materials

 These are the materials used in the primary production of the
product. In this section, the researchers are expected to list down in
table form all the raw materials that they used in the execution of
the study.
 Price of the product
 This process is one of the most critical parts in putting up a
business. The proponent must consider different factors such as
the capacity of the customer to avail the product. Pricing a
product has a direct effect on the business itself. According
toEntrepreneur Asia Pacific as cited in BCC Research Manual
for College there are basic rules in setting prices in a product.

 All prices must cover costs and profits.

 The most effective way to lower prices is to lower costs.
 Review prices frequently to assure that they reflect the
dynamics ofcost, market demand, response to the
competition, and profit objectives.
 Prices must be established to assure sales.
 Percentage per product
 This refers to the percentage of the difference of the product
selling price and the profit.
 Competitor’s Price
 This part is included to give consideration on the price of the
product based on what the competitions with competitors are
charging.

3.2 Production Cost and Process

  This part of the paper discusses the production cost used during
the execution of the business. This must contain the variety of
expenses such as labor fee, raw material and other expenses that
occurred depending on the nature of business.
 This also includes the process on how the proponents will establish
the business such as how they will produce the products for its
customers.

3.3 Tools, Equipment, Furniture and Fixtures

 Tools and equipment refers to the instruments, machines, device or

apparatus that is used in the performing an activity while on the
other hand, furniture and fixtures are the larger items of movable
equivalent that is used in the business.
 In this part the researchers must include actual photo of each tools,
equipment, furniture and fixtures along with its description.

 Give details of equipment/machinery/vehicles you will require

to operate your business (such as purpose, current value and
future replacement date)
 Give details of equipment/other items which you plan to
acquire or lease in the near future (such as purpose, costs and
credit terms)
 Make up a list of your main suppliers and their credit terms
 Plan on contingency suppliers in case of emergencies


3.4 Physical Location and Floor Plan

 This presents where the business will be situated.

 Give details of your business location and premises
 Are the business premises you have identified easily
accessible to your clients?
 Physical Location must include the actual photo of the
site.
 Floor plan on the other hand refers to the physical
arrangement of the facilities, machines, equipment in
 such a manner wherein the whole area can be
maximized.
 This must include the graphic photographs of the floor
plan with description.

3.5 Waste Disposal

 It is another term to discuss how wills the business gather, handle or

recycle the waste materials.
 Include all the waste disposal process that will be practiced by the
business.