STRATEGIC MANAGEMENT PLAN FOR MICE AND EVENTS

In Partial Fulfillment
Of the Requirements for the Course
Master in International Tourism and Hospitality Management

MACKY G. BESANA

JULY 10, 2021

 ACKNOWLEDGMENT

The proponent would like to express their deepest gratitude and appreciation
to the following persons who help for the realization of this study:
First and foremost, God our Father, for the gift of life and for the knowledge,
strength, and wisdom He has given. That drives the proponent to complete this
output;
To the researches’ family, friends and loved ones, for supporting morally,
spiritually and giving inspiration to the proponent strived more and not giving up;
To Dr. Dindo D. Silud their subject teacher, for his constant encouragement,
guidance, consideration, and understanding for the success of this strategic plan by
giving his suggestions, selfless advises constant encouragement, sharing his
knowledge and expertise in strategic management for Events has helped the
proponent to make this study realistic.

-Macky-

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 TABLE OF CONTENTS

Title Page
Acknowledgement 1
Table of Contents 2
Introduction 4
The Proponent
 Brief Biographical Sketch 5
 Description/Individual Experience in Doing the Paper 5
The Event Profile
a. Company Name; Event Name: 6
b. Trademark/Logo 6
c. Type of Event 6
d. Date of Event 6
e. Event Location and Venue 6
f. Participants/Stakeholders 6
g. Event Photos 6
h. Vision/Mission Statement/Goals 7
i. Event History 7
j. Key Event Components or Activities 7
The Strategic Analyses
A. The Executive Summary 8
B. Organizational Analyses of the Firm. (SWOT ANALYSES) 8
 Internal Environment
1. Strengths 9
2. Weaknesses 9
 External Environment
1. Opportunities 10

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 2. Threats 10
C. Porter’s Five Forces Analysis 10

D. The Strategic Selection

 Issues and Challenges Arising from the Analyses 13
 Identification of Alternative Courses of Actions 13
 Evaluation of ACA 13
 Selection of the Most Strategic Option 14
Summary/Conclusions and Recommendation 15
Appendices
 References 16

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 INTRODUCTION

Rationale of the Study

In today’s globalization, attracting customers plays an important role in
maximizing the profit of a business. Other business entities offer the same
product/services to their customers. Hence it is important to ensure that an entity
should maximize its profit for the long-term survival of the business.
In India, most of the businesses failed to exist in a long time due to unstable
product prices resulted in decreasing sales and having difficulties on attaining
profitability of its business (Aiyer,2014). Overpricing of venues from the events’
organizers gain profit where owners should know the optimum price that should be a
charge to maximize sales and profit and it is the key to beating the market
competition particularly tourism meeting and conferences in places in respective
destination.
Within the Philippines, MICE (Meetings Incentives Conference and Exhibition)
meet the same problem with profitability. The problem is on how to endure the price
changes in products or services among Hotel and Tourism Industries they offer to
generate profit. Pricing strategies of services in events poorly will lead to lost, it is
necessary to price services well to beat out the competition without sacrificing the
perceived quality of the product or services among the stakeholders “the tourists”
(King, 2018).

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THE PROPONENT
A. Brief Biographical Sketch

I am Macky Gaurana Besana, a graduate of Bachelor of Science in Hotel and

Restaurant Management last June 2013 and I am currently taking my master’s
degree in International Tourism and Hospitality Management at the University of
Mindanao, Davao City, Philippines. Moreover, I am now working as a Florist at the
Venetian Macao Resorts and Hotels, Macau SAR, China.

B. Description / Individual Experience in Doing the Paper

This paper contains the strategic planning management of MICECONnect 2019.
It entails the profile of the company, executive summary of the entrepreneur, the
marketing aspect, technical procedures, management aspect, financial aspect, and
socio economic of the entity.
My experience as I cascade the SWOT analysis and MICECONnect 2019 gives
me thorough analysis on the strength, weaknesses, opportunities, and threats that
leads to environmental scanning, training needs analysis and human resource
requirements. The Porter’s five forces analysis gives direction to identify the issues,

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challenges, and probable solutions to the SWOT analysis. In this context, it develops
future recommendations to the owner of the business or organization.
Lastly, the proponent learns how to handle bigger events whether local, regional,
national, and international events.

THE EVENT PROFILE

A. Company Name; Event Name:
The Tourism Promotions Board (TPB) Philippines, MICECONnect 2019
B. Trademark / Logo:

C. Type of Event: Convention

D. Date of Event: October 21 – 28, 2019
E. Event Location and Venue:
Manila Marriott Hotel in Pasay City
F. Participants / Stakeholders:
MICE International Buyers, Tourism Enthusiasts, Entrepreneurs, Hoteliers
G. Event Photos:

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 H. Vision / Mission Statement / Goals / Core Values
Mission
To market and promote the Philippines, in partnership with our stakeholders,
as a preferred destination for safe and fun travel.
Vision
By 2025, the Philippines shall be the preferred destination for safe, uniquely-
diverse and fun travel.
TBP Core Values
A.G.I.L.E
 Adaptability
 Growth
 Integrity
 Leadership
 Excellence
I. Event History
MICECONnect 2019 sought to boost the Philippine MICE business by
bringing together MICE suppliers to promote the country as a top international
event and conference destination (Gatchalian, 2019). MICECONnect 2019, a
buyers invitational and business exchange program that promotes the
Philippines as a premier destination for international events and conferences,
was recently finished by the Tourism Promotions Board (TPB) Philippines, the
Department of Tourism's marketing and promotions arm. MICECONnect 2019
is part of a two-year program aimed at accelerating the Philippine MICE
(Meetings, Incentive Travel, Conventions, Exhibitions/Events) business. It is

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 held concurrently with the Philippine Travel Exchange (PHITEX) 2019, the
country's largest travel trade event (TPBPHL, 2019).
THE DOT and its marketing arm, the Tourism Promotions Board (TPB),
have gone all out to welcome the 850 delegates who are attending the
Philippine Travel Exchange (Phitex) and MICECONnect 2019. (Arnaldo,
2019).
J. Key Components or Activities
MICECONnect 2019 is the continuation of a two-year program that
serves as a complete educational seminar for local MICE stakeholders
interested in learning about new and effective worldwide trends, ideas, and
methods. The focus this year is on providing business networking
opportunities to help the country's MICE industry grow. MICECONnect 2019
also included B2B workshops for local and international MICE buyers, as well
as hotel and MICE venue inspections. MICECONnect guests will also be
treated to post-event excursions of some of the Philippines' most popular
MICE destinations, including Iloilo City, Bacolod, Davao, Boracay, Cebu,
Bohol, Palawan, Tagaytay, Manila, and Batangas (Gatchalian, 2019). Conrad
Manila, Sofitel Philippine Plaza Manila, Makati Shangri-La, Shangri-La at the
Fort, Crimson Hotel Filinvest City, Makati Diamond Residences, Diamond
Hotel Philippines, New World Makati Hotel, Grand Hyatt Manila, The Bellevue
Manila, and event centers such as SMX Convention Center Manila, Mall of
Asia Arena, and Philippine International Convention Center were among the
hotels visited by the delegates (TPBPHL, 2019).

THE STRATEGIC ANALYSES

A. The Executive Summary
The goal of a strategic analysis, according to CFI Education Inc. (2015), is to
investigate an organization's external and internal environment, evaluate current
strategies, and produce and evaluate the most successful strategic alternatives. This
is extremely beneficial to corporate organizations in identifying effective ways that
can be adopted to assist the company succeed.

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 The strategic assessments for Manila, Philippines will assist readers in
understanding the city's tourism, hospitality, and MICE industry's advantages and
disadvantages. Their options for improving their industry were revealed. Moreover,
possible risk and threat to the sector were also noted. The informations submitted is
used to study and better understand Manila's tourism, hospitality, and MICE
industries.

B. Organizational Analyses of the Firm

Manila, the Philippines' capital city, is a hive of energy and industry. It's on the
island of Luzon, and it's bordered on the west by Manila Bay. It is a part of Metro
Manila, or the National Capital Region, which is made up of 16 cities and one
municipality.
SWOT Analysis
This study comprises the different aspects of the organization which the
proponent of the University of Mindanao Professional School were given the
opportunity to learn and evaluate the condition of the business and to determine the
strength, weakness, opportunity and threats and the proponent needs to formulate
recommendations to improve and change the system and style for the progress of
the business.
 Internal Environment
1. Strengths
o Stunning Architecture. Many historical and cultural landmarks can be found in
Manila. For hundreds of years, Manila served as the capital of the Spanish
Philippines, and it grew to be one of the empire's wealthiest cities. Visitors
may now discover this rich heritage at restored colonial mansions such as
Casa Manila, Fort Santiago's walls, and opulent palaces such as Malacaang
Palace (currently the National Government's headquarters). Also, it has
Intramuros, National Museums, the infamous Rizal Park.
o It also boasts many hotels that can accommodate a large group of tourists.
Furthermore, Manila is known for having a plethora of restaurants and cuisine
establishments where visitors can enjoy unforgettable gastronomic
experiences.

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 o Lastly, its greatest strength, is its people. Manileños are very accommodating
and tourists friendly.

2. Weaknesses
o One of Manila's major weakness is its traffic congestion. Manila is already
congested, with so many automobiles producing bumper-to-bumper traffic. It
will make the tourist experience ineffective because traffic would consume
their time rather than allowing them to visit a variety of locations.

 External Environments
1. Opportunities
o Economic Growth. Manila's expanding economy may present an opportunity
for the city's tourism industry. In a developing economy, more businesses will
emerge to meet the demands of tourists, such as food and lodging.
o Good Governance. A safe, quiet, and well-managed environment can attract
more tourists, therefore proper management of the local government unit can
also be regarded an opportunity.

2. Threats
o Flood. Major threat will be the flooding issue of Manila.
o In addition, Manila's inadequate waste management causes flooding during
storms or even just a light rain, which can negatively impact tourists'
experiences.

C. Porter’s Five Forces Analysis

MANILA - the Philippines' capital combines big-city living with a combination of
European and Asian culture. The city is surrounded by lush tropical surrounding. It is
the nation's heart when it comes to culture, business, politics, education, and
transportation. In terms of tourism products and as a MICE destination, we cannot
ignore the potential competitiveness and growing rivalry of cities surrounding Manila

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and other areas of the island. Manila’s SWOT analysis reveals several weaknesses
and threats that could jeopardize any forms of city‘s industry economic profitability.
We may now examine Porter's five factors, which will aid Manila in identifying and
improving their competitive analysis framework.

1. Intensity of Competitive Rivalry

The intensity of rivalry among competitors in Manila MICE industry
refers to the extent to which firms within an industry put pressures on one
another and limit each other’s profit potential. Greenfield mega developments
are a feature of the Philippines' real estate boom. In addition to office parks,
condos, and huge shopping malls, many of these burgeoning mixed-use
districts include a hotel and entertainment venues. The 46,647-square-metre
SMX Convention Centre in Pasay City, Metro Manila, is adjacent to the SM
Mall of Asia, which is one of the world's largest retail malls by gross leasable
area. Department of Tourism steps up its commitment in mice market thus
competition among the ideal MICE cities, Manila’s great competitors are
Subic, Clark, Iloilo, Boracay, Cebu and Davao. In fact, if not with the
pandemic, Davao city will be hosting the biggest event in MICE industry, the
MICE Conference (MICEcon 2020) and eventually the government is
promoting Davao to be the major hub for MICE. The competition among rival
integrated MICE cities mentioned is indeed high due to competitors
aggressively pricing their products and services and growing number of beach
and urban leisure and entertainment facilities that are competitive in the
region. As well as targeting each other’s market resulting to a potential cost to
all competitors in the industry. Due to the competition among rivals is high, it
can make the industry more competitive, but it decreases profit potential for
those existing event centers in Manila particularly.

2. Bargaining Power of Suppliers

Manila has the geographical advantage of being close to beautiful
islands and scenic spots like Corregidor Island, Batangas, and Laguna that
are just hours away. But traffic congestion is one of Manila's major problems.

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 Manila is already crowded due to the large number of cars on the road,
resulting in bumper-to-bumper traffic. It will create a delay in supply deliveries.
As a result, connections between nearby cities may be affected. If it is not
addressed, it may result in a significant loss in any business transactions.

3. Bargaining Power of Buyers

While Manila is known for its noteworthy MICE facilities, the city also
offers an array of tourist spots and recreational activities. The edgy art
galleries, cafes with the lively indie music scene, vibrant lounge bars, artisan
markets, and single-origin coffees highlight the very best of the city’s offerings
for MICE travelers on a “bleisure” trip. According to an article published by
Yahoo! Philippines 2013 issue, Manila is the main shopping hub of the
Philippines and is one of the well-known shopping destinations in the Asia-
Pacific region. Truly, Manila is strategically positioned on the juncture of
international trade and commerce in the Asia Pacific region.

4. Threat of Substitution
Subic, Clark, Iloilo, Boracay, Cebu, and Davao, as noted in the
Intensity of Competitive Rivalry, are Manila's main rivals. Cebu, in contrast to
Manila's fast-paced lifestyle, is a popular getaway destination for individuals
looking for a mix of relaxed function and exciting leisure. Today, the island
has one of the country's fastest-growing economies. Cebu has evolved from a
leisure destination to one of the top MICE destinations in the world, thanks to
better infrastructure, the availability of an international airport, chained-brand
hotels, and international-standard meeting spaces. With Marco Polo Plaza
Cebu, Radisson Blu Cebu, Shangri-Mactan La's Resort & Spa, and the future
SMX Convention Center on board, Cebu is recognized as a fully equipped
MICE destination. Manila has a lot to offer, but if the shortcomings associated
with it are not addressed, the market will seek out a better choice or
destination that will better satisfy their needs.

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 5. Threat of New Entry
The increase of the tourism product providers had been growing
(Inquirer 2017). Manila, as the capital of the Philippines is known to be a
tourist magnet locally and internationally. But this does not only mean an
advantage to the city itself. Cited in one of Manila’s weaknesses is
congestion. Some tourists particularly foreign visitors are seeking for peace
and safety during their travel (Herath 2010), and this contradicts the matter.
Neighboring cities are threat to Manila since there are lot of developing cities
in the Philippines that cultivates peaceful and healthy travel. New entrants are
highly likely since more businesses are improving and planning to reach their
market especially prospected customers bound to Manila.

D. The Strategic Selection

 Issues and Challenges Arising from the Analyses
a. The Intensity of Competitive Rivalry due to the competition among
rivals is high, it can make the industry more competitive, but it will
affect profit.
b. Decreases profit potential for those existing event centers in Manila
particularly.
c. Traffic congestion is one of Manila's major problems

 Identification of Alternative Courses of Actions

ACA 1. Start where you and the team & other people who might be involved in or
affected by competitive rivalry.

ACA 2.  Remember that there is no substitute for leadership for MICE and Events to
have strategic plan.

ACA 3. Tailor the issues concerning the MICECONnect 2019 where the
organization/community and the situation that might affect the entire business.

 Evaluation of ACA

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Aca1. You can always start strategic planning for those parts of the organization
where you have control.
Another take off point is whatever plans, even if they are not strategic, that you have
already done. Keep in mind that most affected parties may require some education
on the purpose, processes, and goals of strategic planning.

Aca2. Remember that there is no substitute for leadership.

The concepts, procedures and tools that compose strategic planning cannot think,
act, or learn by themselves. Nor can they inspire and mobilize others to act on behalf
of what is best for an organization. Only concerned and committed leadership can do
that. Broad-based, collective leadership spread throughout an organization is
necessary to ensure that it fulfils its mission, meets its mandates, creates public
value, and satisfies its key stakeholders. And when the organization succeeds, it is a
collective accomplishment.

Aca3. • Tailor the process to the organization or community and situation.

Strategic planning efforts must fit the situation at hand even if the ultimate is to
change the situation. The strategic plan must also be tailored to fit the situation.
Viable strategies and plans will need to be politically acceptable, technically
justifiable – a severe test given the many stakeholders who are likely to be involved
or affected. To find strategies that can satisfy the many stakeholders, leaders,
managers and planners must be willing to construct and consider arguments geared
to many different criteria.

 Selection of the Most Strategic Option

ACA 3. Tailor the issues concerning the MICECONnect 2019 where the
organization/community and the situation that might affect the entire business.
 Remember that the big innovation in strategic planning is having key decision
makers’ talk with one another about what is truly important for the organization
or community for MICECONnect 2019 that address rivalry, decrease of profit, new
entrants, and traffic congestions.

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 A strategic planning process is merely a way of helping key decision makers
think, act, and learn strategically.  Planning strategically using ACA3 is planning for
the long-term and based on forecasted events. The process can in no way substitute
for the presence, participation, support and commitment of key decision makers to
raise and resolve the critical issues facing the organization or community that may
solve the existing challenges by the MICECONnect 2019
The initiation or institutionalization of the processes can provide the occasions,
settings, and justification for gathering key decision makers together to think, act,
and learn strategically on behalf of the organization or community. In all too many
organizations, such occasion and settings do not exist.  Remember that the biggest
payoffs from strategic planning may come in surprising ways or from surprising
sources they need to have Environmental Scanning along the process.
Organizations often find that organizational development, team building and
heightened morale throughout the organization are among the greatest benefits
derived from the strategic planning process. There is no telling what will happen as a
result of the strategic planning process. But organizations must be prepared for
surprises and take advantage of sudden opportunities. The famed scientist Louis
Pasteur said: “Fortune favors the prepared mind.”

SUMMARY/CONCLUSIONS AND RECOMMENDATION

If the going gets tough, keep in mind the potential benefits of the process.
Remember that strategic planning can help organizations in many ways. It can clarify
future direction and establish priorities; improve decision making by making today’s
decisions in light of their future consequences, developing a coherent and definable
basis for decision making and making decisions across levels and functions;
exercise maximum discretion in the areas under organizational control; solve
organizational and community problems; improve organizational, community or
broader system performance; deal effectively with rapidly changing circumstances;
and, build team work and expertise.  
MICECONnect 2019 may consider outside consultation and facilitation can be of
help to the organization as the philosopher and strategist Sun Tzu said: “Each battle
and the war is won or lost before the first battle is fought.” Therefore, strategic

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planning is a tool to help the organization solve issues that affects the entire
company.

APPENDICES
A. References:

Aiyer, G. (2014). Strategy and profitability; managing profits in inflation economy.

Retrieved on June 15, 2019 Retrieved from
https://pdfs.semanticscholar.org

Alexander,_F._(2018). Expects profit-increase drop in headline earnings. Retrieved

on June 6, 2017 Retrieved from
https://www.fin24.com/Companies/Financial-Services

Arnaldo, Ma. S. (2019). Business Mirror. 850 delegates join Phitex, MICECONnect
2019 events. Retrieved from https://businessmirror.com.ph/2019/10/23/850
-delegates-join-phitex-miceconnect-2019-events/

Bertini,_K._(2015). Pricing strategies;decision making in terms of pricing

process. Retrieved on June 7, 2019 Retrieved from
http://www.ehow.com/facts-pricing strategies-definition

Beesley, M. (2012). Cost Benefits Analysis. Retrieved on June 6, 2019 Retrieved

from
https://www.researchgate.net/publication/46557375

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Bhasin, F. (2016). Competitive Pricing-Competitive pricing. Retrieved on June 7,
2019 Retrieved from http://www.marketing91.com/competitive-pricing-
strategy/

Braine, J. (2016). How value-based pricing can boost revenue and profitability.
Retrieved on June 8, 2015 Retrieved from
http://www.cfoedge.com/resources/articles/cfo-edge-value-based-
pricing.pdf

Gatchalian, E. (2019). Tourism Promotions Board: Biggest International Travel

Trade. https://www.oneproudmomma.com/2019/10/tourism-promotions-board-
phitex-miceconnect-2019/

King, S. (2018). Ethics and pricing. Retrieved on August 8, 2019 Retrieved from
https://www.priceintelligently.com/blog/bid/164830/5

Websites:
https://www.coursehero.com/file/70027836/CASE-STUDY-manila-circuitdocx/?
fbclid=IwAR3eh707Fvn9IPX244QB72NSq_95sLrYRRzE7PVOsPjiIcE3IWPw7B1ZoX
0
https://www.kayak.co.in/Manila.29645.guide
https://manila.gov.ph/city-profile/
https://www.tpb.gov.ph/whats_new/philippines-your-ideal-destination-for-mice/
https://opinion.inquirer.net/105087/tourism-threat
https://www.beyondintractability.org/essay/peace-through-tourism
https://www.cvent.com/en/blog/events/pioneer-asias-mice-industry-manila

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