LYCEUM OF THE PHILIPPINES UNIVERSITY CAVITE

MARKETING STRATEGY OF THE VENDORS IN LYCEUM OF THE

PHILIPPINES UNIVERSITY-CAVITE

A Qualitative Paper presented to The Faculty of

International High School Lyceum of the
Philippines University Cavite

In Partial Fulfillment of the Requirements in

Practical Research 1

Balaoro, Kyle Clarenz A.

Castro, Ed Martin V.
Medrano, Leenard L.
Ortega, Hans Christian M.

May 2019

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CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

Marketing has been known since the early 1000’s. It has already been

used by our ancestors or the ancient civilization. The term marketing was used in

the late 19th century, meaning to describe commercial activities buying and

selling a products or services. They used terms like trading or bartering. It was

their early form of marketing. Bartering dates back to 6000 BC used by

Mesopotamians when they had a problem in their economy with salt. They traded

their weapons for salt because salt was so valuable back then. Bartering grew

and flourished as people began to travel more during the Middle Ages there were

new goods and services being introduced. The Europeans introduced new things

into the barter system market that Americans did not have access to and also did

not have the money to afford. (Paliwoda, Stanley J. Ryans, John K., 2008)

The term marketing first appeared in dictionaries in the sixteenth century

where it referred to the process of buying and selling at a market. The

contemporary definition of marketing as a process of moving goods from

producer to consumer with an emphasis on sales and advertising first appeared

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in dictionaries in 1897. The term, marketing, is a derivation of the Latin word,

mercatus meaning market-place or merchant. (Fabian et al, 2008)

Background of the Study

Marketing is everything businessmen do on a daily basis to provide

services or sell products to customers. People consider marketing as an

advertising to see only the amount of money that the advertising will cost.

Marketing is a step by step process in which offers goods or services. The cost

and expense is not all about the marketing, it is all about investments. The

benefits of marketing takes years to be used in full satisfaction because most of

the people in marketing is long term or takes lots of time for it to be effective.

(Kruger, 2011)

The importance of marketing is to increase the standard of living, to

employ or give opportunities, to create economic stability, and to create utility

satisfaction of human wants. This are the essentials in marketing strategy. The

reason for marketing is for the people or its customers. Management of

exchange relationships. Marketing is the business process of creating

relationships with and satisfying customers. With its focus on the customer,

marketing is one of the premier components of business management. (Ebitu,

2014).

The purpose of this study is to know the strategies used in their business.

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A marketing strategy is the result of decisions being made about how a particular

product or service will be promoted to its target customers. Marketing strategies

are used to increase sales, launch new products and generally provide profit for

a company. Strategies involve the construction and implementation of the

marketing mix. Strategies is the business way to compete and move forward. To

attract and form promising customers to them. To create new things that also

benefits their products. (Ebitu, 2014)

Marketing strategy is the overall game or industry that all businessmen

and entrepreneurs do for customers, clients and even people to want the

products and services that their company provides. Business people use

marketing strategy by making commercials or advertisement depending on what

people desire or to what they are interested in (Atsmon, Kertesz & Vittal, 2011).

Statement of the Problem

Generally, this study was conducted in order to find out marketing strategy of our

fellow vendors here in Lyceum of the Philippines Cavite.

Specifically, this research attempts to answer the following.

1. What are the marketing strategies that the vendors used in lyceum of the

Philippines-Cavite?

2. How did marketing strategies contribute on their business?

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3. How do the vendors know what is the suitable/appropriate strategies to

use?

Conceptual Framework

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Figure 1. The research Paradigm of the Study (IPO MODEL)

The researchers utilized the Input-Process-Output Model to give further

explanation to the study. The framework is based primarily on the problems

stated on this research.

The first block, Input (1) shows the marketing strategies that are to be

answered by the respondents. This represents the independent variables of the

study and the initial data to be gathered.

The second block, Process (P) consists of the process and major

procedures, and significant research questions. This represents the dependent

variables of the study to which the independent variable or input (I) manipulate.

The third block, Output (O) will be the outcome of the Input and the

Process, which is the Marketing Strategies of the Vendors in Lyceum of the

Philippines-Cavite S.Y 2018-2019.

Scope and Limitations

The primary focus of this study is to know or have an idea on how vendors use

marketing strategies to persuade customers in Lyceum of the Philippines Cavite.

The respondents will be the vendors only that are working here in LPU.

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Twenty-four (24) vendors are needed for the study. The results on this study will

be based on the questionnaire of the researcher that the vendors will be

responding. The assessment focused primarily on the marketing strategy of the

vendors in Lyceum of the Philippines Cavite, specifically to the vendors that are

currently working on LPU only. The study is curious about the vendors’ tactics

and wants to know on how they pull it of everyday. (Hosen, 2017)

The study also seeks to find out if their strategy does well. In conducting

the study, the researchers may encounter problems in administering the

questionnaires regarding the time of the vendors, some of the respondents may

not able to answer seriously and with honesty and some may discontinue

answering, some of the questionnaires may not be retrieve properly.

The findings are only limited to the Lyceum of the Philippines University

Cavite only. This study will also not cover the effect of the marketing strategy to

the customers. It may benefit vendors, including those involved in the research

and other researchers. This study is limited only in the marketing strategies that

vendors do. This study does not cover possible ideas and enhancement to the

vendors.

Significance of the Study

This study intends to focus on the Marketing Strategies vendors use in Lyceum of

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the Philippines Cavite. To find out how the vendors managed to win over their

customers.

The outcome of this study will be beneficial to:

Students. This study will benefit the students because they will be able to

make use of information in this research study in looking for strategies that LPU

vendors use to attract customers.

Vendors. This study will benefit them because they could work out for

new strategies to overcome and create new tactics for future necessities.

Future researchers. Who will make follow up research regarding the

Marketing strategies of the vendors in Lyceum of the Philippines Cavite, this will

serve as they’re guide and reference materials.

Definition of Terms

The following are terms found in the study and were defined in an

operational format:

Advertise is describe or draw attention to (a product, service, or event) in

a public medium in order to promote sales or attendance.

Barter is exchange (goods or services) for other goods or services without

using money.

Commercial is a making or intended to make a profit.

Entrepreneurs are people who organizes and operates a business or

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businesses, taking on greater than normal financial risks in order to do so.

Investment is an act of devoting time, effort, or energy to a particular

undertaking with the expectation of a worthwhile result.

Marketing is the action or business of promoting and selling products or

services, including market research and advertising.

Marketing Strategy is a plan of action designed to promote and sell a

product or service.

Mercatus is a fair, gathering for the purposes of commerce, market

Overall Game is a marketing strategy is a business's overall game plan for

reaching people and turning them into customers of the product or service

that the business provides. The marketing strategy of a company contains

the company’s value proposition, key marketing messages, information on

the target customer and other high-level elements.

Strategy is a plan of action or policy designed to achieve a major or overall aim.

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CHAPTER II

LITERATURE REVIEW

This chapter provides an overview of the literature surrounding marketing

strategies. This chapter presents a review of relevant literature, studies and

concepts essential to the development of the conceptual framework and the

direction of the study.

Marketing Concept

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The Marketing begins at birth. We cry to seek attention in our infantry. We

learn to negotiate for what we want using a variety of techniques, including

tantrums, pleading, and the triangulation or the appealing ways that our parents

do to comfort us are required as we grow. Indeed, we have all been selling for

most of our lives. We just do not think of it in those terms (Anderson, 2013).

We can distinguish between a social and a managerial definition for

marketing. According to a social definition, marketing is a societal process by

which individuals and groups obtain what they need and want through creating,

offering, and exchanging products and services of value freely with others.

(Webster Jr, 2008)

Marketing has often been described as ‘the art of selling products.’ The

aim of marketing is to make selling unnecessary. Marketing intends to know and

understand the customer so well that the product or service fits him and sells

itself. Marketing should result in a customer who is ready to buy preferably

(Denning, 2014).

This reviewed literature is significant for this research as it let us see the

true form of the study that the researches want to establish. This information is

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necessary in order to properly define and analyze the marketing strategy of the

study

Marketing Planning

Marketing management philosophy that holds that achieving

organizational goals depend on determining the needs and wants of target

markets and delivering the desired satisfaction more effectively and efficiently

than the competitors (Kotler and Armstrong, 2010).

Marketing planning is the systematic application of current marketing

resources carefully allocated overtime in order to promptly achieve desired

marketing objectives. Marketing planning continuously monitors, evaluates and

measures the many external and internal influences in the market place on its

ability to achieve acceptable profitable sales expectations. Furthermore,

marketing planning provides an understanding and sense of involvement

throughout the organization to the smallest sections of the particular competitive

instance that an organization intends to take in the short term and long term

prospects of achieving objectives. In preparing the strategic marketing plan, a

company’s marketing mix of activities cannot be isolated from other business

functional areas as production, finance, purchasing, research and development,

human resource; legal and other units, because the marketing planning process

should be based on corporate planning system (Kotler, 2010).

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Strategy concept

Strategy is a shape in a stream of decisions to contrast with a view of

strategy as planning. It is on the way where we think on planning ahead. This is a

high level plan to achieve one or more goals under conditions of uncertainty

(Mintzberg, 2009).

The essence of strategy as the activities to deliver a unique mix of value,

choosing to perform activities differently or to perform different activities than

rivals. It is to create uniqueness for competing to the rival and to improve ahead

of the competitors. Strategy defines the distinctive approach to compete and the

foundation of competitive advantage. A good competitive strategy is one that

creates unique value deliver. (Von Scheel, 2016)

Five P’s for Strategy

● Strategy as a plan

Strategy is a plan, to almost anyone that you ask, they would answer that

is basically a plan. It is some sort of consciously intended course of action, a

guideline to deal with a situation. They are made in advance of the actions to

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which they apply, and they are developed consciously and purposefully.

(Mintzberg, 2009)

● Strategy as a Pattern

Where making a plan is about the intended strategy, patterns are about

strategies that have been implemented before. There are strategies that

achieved their intended result and there are strategies that still have to be

worked out in more detail. Earlier patterns are an important part of developing the

new strategy. If choices have already been made in the past, new businesses is

likely to make those decisions again in the future. It is about intentionally or

unintentionally consistent behavior displayed employees. Patterns are accepted

without prejudice by everyone. Being aware of such patterns within the

organization, you are able to include their strengths in developing a strategy. (KE

Mayers, 2011)

● Strategy as a Position

This is about the organization’s position in the market, the interaction

between the internal and external environment. It is important to consider

carefully in advance how the organization wants to position itself. This can

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contribute significantly to developing a lasting competitive advantage.

Considering the strategic position helps against competitors and to give the

organization a firm place in the market. (F Kraus, 2014)

● Strategy as a Perspective

It is important to find out how different target audiences perceive the

organization. The target audiences is the one that gives feedback to what it

perceives. These individuals’ perspectives and thought patterns are a valuable

source of information for the organization, which they can use to make targeted

strategic choices. This will help the organization to strategize and plan ahead

based on what their target perceived. (Brinckmann, Jan, Dietmar Grichnik, and

Diana Kapsa, 2010)

● Strategy as a Ploy

A good surprise is also a good strategy in going ahead of the competitors.

Organizations can surprise their environment by making a plan that nobody saw

coming. A ploy can make your competitors startle and they would start planning

new strategies to try and surpass the organization. It is a ploy to outsmart the

competition. (Bodwell, W., & Chermack, T. J., 2010)

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Marketing Strategy

This is the marketing logic by which the business unit expects to achieve

its marketing objectives. Fulfilment of wants of the prospects is one the

important goals of marketing activities. A marketing strategy that is well-planned

will enable one to focus on marketing activities to achieve the organizational

goal. This objective will lead to success that will help the company survive for

decades. (Kotler, & Kelly K., 2009)

Marketing is the action a company takes to create brand awareness and

place product in front of prospects. When creating your marketing plan, strategic

marketing comes first because it deals with the direction of your business growth

in relation to your competitors. It is a long-term goal that is broad. After that

comes tactical planning which consists of the actual process involved in

improving your competitive position. This will instill your position in the

environment and will help the business’s stability. (ET Ebitu, 2014)

Marketing strategy is a combination of of product, distribution, price

and promotion most suited to a particular group of consumers. This marketing

strategies need marketing sources like sales personnel, advertising and

advertisements. (Grunert, 2010)

Main types of Business Marketing Strategy

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● Business to Business

This is a business that the wholesaler sells to a retailer. This is marketing

of products to businesses or other organizations for use in production of goods,

for use in general business operations. This kind of business have a low

customer base. It primarily gets its goods to other organization/business which

would lead to high cost. (Amerly, 2015)

It is said that business to business markets must be handled differently

than Business to consumers markets because of their uniqueness due to a

derived demand, long purchase cycles, and a market structure that is shifting and

fragmented. Business to Business marketing is driven by relationships, which are

to be considered different from those in Business to consumer markets. (Coviello

and Brodie, 2013).

● Business to Consumers

This type of business is selling to individuals or customers and market

their own products for personal use. They also use packaging options that are

appropriate to individual consumption. The promotional and sales are targeted to

an individual or a consumer which makes more income than business to

business. The customers are their main target and priorities. They would need to

know the needs, wants, problems and challenges of their customers. When

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they understand their customers, they will make their marketing messages that

answers their customers’ feedback to the concern. (Hong, I. B., & Cho, H., 2011)

Marketing Strategy of vendors

● Word of mouth Marketing

Traditionally, for a low scale business, this business typically uses ‘word of

mouth marketing.’ This Marketing is passing of information from one person to

another. Although social media have already existed, low scale business won’t

be able to reach the business marketing strategy because the income won’t be

enough. (Joel, 2017)

Social Media Marketing

This kind of marketing is a marketing that uses the internet to let

consumers get to know your business. The consumers may be minimal and low

at first but eventually the business you have will grow slowly as it progresses.

(Joel, 2017)

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CHAPTER III

RESEARCH METHODOLOGY

This chapter gives an outline of research methods that were followed in the

study. It includes the criteria for inclusion of the study which specifies the

information of the participants and how the subjects were sampled. The data

collection was all described by the researches, following the process to

successfully carry out the said study.

RESEARCH DESIGN

The study will be using descriptive non-experimental design in conducting this

research. The researches will be focusing on observing and describing the

various techniques the vendors of Lyceum of the Philippines University Cavite

used for their marketing. This design will help us to discover, be familiar, and

explain the different strategies of the different vendors, but in similar on following

the school cafeteria's protocol. (Reiss, 2011)

RESEARCH LOCALE

The research will only direct the study of the marketing strategies. It will be

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conducted only on Lyceum of the Philippines University Cavite's cafeterias as a

main point of what the study will be focusing on. This describes that the vendors'

target markets are only the people found in the said university, which are the

students, teachers, and other school staffs of Lyceum of the Philippines

University Cavite. The well-known university is located at Governer's Drive,

General Trias, Cavite.

SOURCES OF DATA

Primary data is in view of the fact that it composed of articles, journals, and other

publications of collective informations that has been gathered and often

interpreted by other researchers. In the other hand, secondary sources, collects

the data from the respondents of the said study. (Daas, & Ossen 2011)

The study will include both primary and secondary sources of data. The

researches will have a recapitulation in this research paper's Chapter 2, the

Review of the Related Literature, which consist of presenting relevant knowledge

near and in the form of our content. The researchers will interview the vendors in

Lyceum of the Philippines University Cavite so that we can gather authentic

information from them. (Daas, & Ossen 2011)

RESPONDENTS OF THE STUDY

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The respondents of this study are the actual employees who manages the

business they work on. It is assumedly estimated that the study's sample size will

have 24 vendors as respondents. The study will aim to present rich and detailed

accounts when it comes to the information of our respondents. Nevertheless, the

researches will also aim to assure the protection of the study's respondents'

confidentiality. (Hosen, 2017)

The study will be using purposive technique. It is believed that it is one of the

most basic sampling technique, in which the researchers are going to select the

respondents who are qualified to the said requirement of being the main basis of

purpose of the said study. (Etikan, Musa, & Alkassim, 2016)

RESEARCH INSTRUMENTS

Questionnaire method and interview towards the respondents are the

instruments that will be in use for this study. Both will be formulated by the

researchers themselves to obtain the accurate information of the study regarding

to the marketing strategies of the vendors in Lyceum of the Philippines University

Cavite. The study will prepare guided questionnaires to the respondents, we

believe that questionnaire is one of the most useful when it comes to collecting a

small amount of clearly defined facts from a large number of people. Moreover,

the interview is an additional for the veracious answers coming from the

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respondents' very own experience and knowledge.

DATA GATHERING PROCEDURE

There will be two types of data to be exploited in this research.

The first will be the self-made questions prepared by the researchers. The

improvised questions of the researches will surely be in line of answering the

statements of the problem. Aside from this, the researchers will also ask for ideal,

philosophical, and technical assistance coming from the experts found in our

school like our very own adviser, Ms. Joy Gutang, and our practical research 1

facilitator, Mr. Gener Tubilan Perez.

While the other one will be the secondary data in which described on the sources

of data. The researchers will assure it won't be a far to the purpose of the study.

Furthermore, it will also be a lined to the research's objectives.

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