JMJ Marist Brothers

NOTRE DAME OF MARBEL UNIVERSITY

City of Koronadal, Province of South Cotabato
COLLEGE OF BUSINESS ADMINISTRATION

MALL OF ACE CENTERPOINT

Marketing Plan

In Partial fulfillment of
PMM 107

General Santos Drive, Koronadal City, South Cotabato

(083) 228-2355

LORENZO, PABLO S JR.

October 2021
 MARKETING PLAN CONTENT

I. EXECUTIVE SUMMARY
II. MISSION STATEMENT
III. SITUATIONAL ANALYSIS

a. Market summary
b. Market demographics ( geographic, demographics, behavior
factors)
c. Market needs
d. Market trends
e. SWOT analysis
f. Competition
g. Product Offering
h. Keys to success
i. Critical issues

IV. MARKETING STRATEGY

a. Marketing objectives
b. Financial objectives
c. Target Market
d. Unique selling proposition
e. Strategies
f. Marketing Mix ( 4 p’s of marketing)

V. FINANCIAL PROJECTIONS

a. Break even analysis ( in units/products)

b. Sales forecast ( 6 months)
c. Expense forecast ( 6 months)

VI. IMPLEMENTATION

a. Monitoring measures
b. Contingency planning
EXECUTIVE SUMMARY:

Mall of Ace Centerpoint is a Retail and Wholesale Business created by a

Filipino-Chinese who envisions an opportunity to develop a unique product and in
search for independence and economic growth. While this vision started with solid
ideas to form a new venture on Retail business, the founder is confident that from
having long years of educating and providing skills to different types of people on
Retail Indutry, it is now necessary to transform these ideas

ABOUT THE BUSINESS:

In June 8, 2017, the Lao Family, along with the other players in the store’s
major expansion, held the groundbreaking rites, signaling the commencement of
the project. The store lives up to its tagline “Getting bigger and better for you” by
initiating its most aggressive move since the store was established. The
construction of additional store space that will grow both horizontally and vertically
will bring it to a higher level and shall position itself as an updated and competitive
player in Koronadal City’s economic boom. MAC to MAC. With the construction of
its mall, the once-little store Marbel Ace Commercial (MAC) that later became Ace
Centerpoint, shall go back to being called MAC as it shall be known, upon
completion, as Mall of Ace Centerpoint (MAC).

Mall of Ace Centerpoint is Koronadal City's latest addition to its list of

shopping malls. It was launched last November 20,2020 amidst the covid-19
pandemic. MAC is a 5-storey twin complex which houses different tenants and
some sections of Ace Centerpoint's Department Store. The new mall is an addition
to the existing store that is now on its 48th year of operation (as of 2021). The mall
also has an events center at the 5th level of its Gensan Drive Wing which is ideal
for programs, trade exhibits, conferences, seminars, and even school activities.
The lower levels of both wings, the other being Posadas Wing, are occupied by
mall tenants and certain departments of the anchor store. International, national,
regional and local brands are located in the mall. When completed, MAC shall also
have amusement facilities at the 5th level of Posadas Wing.

Brands such as Watson's, Mercury Drug, Miniso, Penshoppe, Bench, The

Face Shop, Latt Liv, Dunkin' Donuts, Red Ribbon, Mandarin Tea Garden,
Nails.Glow, Cebuana Lhuiller, Scriptures, Infinitea, Gong Cha, Turks, Jacob's
Breadnuts, Rib Shack, Casa Ilongga,concept stores of major cellphone brands
such as Apple,Samsung, Oppo, Huawei, Vivo, Real Me, Cherry, Xiaomi, Itel and
various multi-brand gadget stores are located within the mall along with many more
concessionaires at its Food Avenue.

Mall of Ace Centerpoint is a major shopping and dining destination that is truly
giving its loyal shoppers a lot of alternative choice

TARGET MARKET:

“Getting Bigger and Better for you” This tagline introduce to the market to
capture all walks of life to shop and experience the hospitality as a retail Industry
so that we can capture a different market to shop with us.
MAC VISION AND MISSION STATEMENT

To provide a wide range of quality consumer products

and services for all social classes through highly
competent and God fearing workforce in a
healthy business environment responsive to needs
and satisfaction of our business partners.

SITUATIONAL ANALYSIS

Founded as a commercial Retail and Wholesale , The twin structures that will be a
complex of various shops, restaurants, outlets, concept stores and service specialist
aside from the anchor store and supermarket, shall become one of Koronadals City’s
major landmarks when complete. MAC shall have a total floor area of approximately
32,492 sqm once done. It will become a vibrant lifestyle center and shall be aptly called
Mall of Ace Centerpoint (MAC).
KEYS TO SUCCESS:

OBJECTIVES:

The Mall of Ace Centerpoint has a Medium capital compared to the giant
competitors, but the uniqueness of the businesst in the world of small business like
this plays a significant chance to become the best retail industry with a number of
potential clients in the city.

SWOT ANALYSIS:

Below, are the identified opportunities and threats in the environment, as well
as the particular strengths and weaknesses of the Retail Business that will either
hinder or enable us to succeed

Mall of Ace Centerpoint have identified and analysed the market and believes
that real opportunity exist to provide services to different sectors of the society and
enables it to favorably compete in the market.

The following diagram summarizes how the SWOT ANALYSIS defines the Key
Success Factors of the market and distinctive competencies of the Mall of Ace
Centerpoint. It weaknesses are addressable and it will be improved over time.
STRENGTHS WEAKNESSES

⚫ Locate at Central Business location ⚫ Owners working full time in Mall

⚫ High Quality of the product
➢ Selection of product
➢ Available all year round
➢ Affordability
operation
⚫ Few people initially limit serviceable
market
⚫ Limited parking lot
⚫ Popularity of the business
⚫ Building reputation requires funding

OPPORTUNITIES THREATS

⚫ Increase value of sales during ⚫ Established and well- funded

holiday season competitors
⚫ Provides employment ⚫ Small budget for operation cost
⚫ Growth of local community ⚫ Inflationary factors of products
⚫ Focus on Profit ⚫ Proliferation of different
supermarket offering use of credit
cards

DISTINCTIVE COMPETITORS KEY SUCESS FEATURES

⚫ Large company or Leading Brand ⚫ Small business focus
Skills
⚫ Local presence in major market
⚫ Using technology (machineries) for
mass production results to ⚫ Core strengths in marketing/
unemployment. strategy

⚫ Minimal fixed costs which allow us ⚫ Maximize production over minimize

to keep prices low while remaining cost
profitable
MARKET PLANNING and ANALYSIS:

Deciding how to present such innovative ideas to the market is critical.

However, since the Management is known within the vicinity of the targeted market
area, the profession itself can vouch and its maker, There are a small group of
people belonging to economically disadvantaged families but a large percentage
of families who resides in the area encompass the market.

MARKET SEGMENTATION:

Environmental Factors

The following factors define the environment in which Retail business hopes to
succeed:

(1) PHYSICAL- A different retail business proliferates in the target market

everyday

(2) LEGAL- The creation of the limited liability for a retail and wholesale
industry should be observed

(3) ECONOMIC- Current economic conditions are continuing to challenge the

investors’ views regarding potential return on investment

(4) SOCIAL- Socio-cultural patterns such as life style, values, and beliefs are
changing more quickly. The retail and wholesale industry must be seen on the
current trends of the external environment,

(5) TECHNOLOGY- It has a tremendous impact on our own life-styles, our

consumption pattern and economic well- being.
MARKET ANALYSIS:
Target Market Segment Strategy

The target market is defined by the customer wants and needs that creates the
market, such as Buyer Power, threat of conventional competitors (these firms have
established reputation), supplier power, threat of substitute (capitalist could
engage in more advertisement on their product)

MARKET GROWTH
Marketing Strategies:

Pricing Strategy

High quality product and yet affordable price will be offered to the customers.
Our product selections are cheaper than the other retail and wholesale
establishment.

Promotion Strategy
Hanging of Tarpaulin and some social media and technological will be the initial
information dissemination campaign in order to create awareness of the new
product available at the local market.