Sections Detailed Requirements

IV. Industry Profile and A. Industry Analysis

Overview In an online article provided by Mediaocean Marketing
(2020), digital marketing has been defined as the strategy and
processes that connect advertisers with their audiences across
digital channels. An advertisement itself is a piece of creative
shared via digital inventory - the space a publisher makes
available for advertisements on its platform. It is because of the
vast amounts of targeting technology and capturing of data in
digital marketing, advertisers are able to reach both large
audiences and more granular segments without compromising
scale. This includes being able to target by specific attribute
including demographic, behavioral, psychographic, and more.
Not only can marketers target groups of people, but they can
also target specific devices and even individual users regardless
of what device they may be using.
Additionally, digital marketers are especially determined
to measure success of campaigns. A number of user
engagements can be tracked such as impressions, clicks, website
hits, leads, and actual purchases. In as much, digital makes it
easier than traditional media to track Return on Investment
(ROI), helping marketers to see the efficacy of campaigns and
make better decisions for optimization and the future.
In a world where over 170 million people use social media on a
regular basis, every working professional is expected to be
familiar with at least the core tenets of Digital Marketing. In
simple terms, Digital Marketing is the promotion of products
over the internet or any form of electronic media. According to
the Digital Marketing Institute, "Digital Marketing is the use of
digital channels to promote or market products and services to
targeted consumers and businesses."
Today, it is considered that digital marketing is one of the
hottest technologies existing in the market. It helps business
owners to improve their business easily through different kinds
of platforms like website, blogs, google advertisement tools,
social media marketing, E-Mail marketing, mobile marketing,
affiliate marketing, video marketing, app marketing and a bunch
more. Webself.Net (2017) provided the different factors that
influence and affect digital marketing. First is the audience who
is considered as the blood to the circulatory system of the
business. While doing this type of business, it is important to
understand the client’s requirements. The company should
check how customers find its products & services and gather
relevant data for the same through digital marketing
techniques. The next one is platform. Based on the platform, a
business can categorize differently, their target audience, as
each platform has different tips & tools for doing that. On
different platforms, digital marketing has different capabilities
Also, the type of consumers varies a lot, because of different
mind-sets. Social Media and Mobile app platforms are currently
the hottest, while the blogs have somewhat lost their buzz.
Third comes technology. Choosing the best technology is the
right step for the business to achieve success, and there are
many available. However, choosing correctly is most important
here. Fourth is content quality. It is quite apparent from the
trends that content is the king of digital marketing. The content
should be unique and attractive, such as exclusive image, video,
website, blog etc. Content marketing contributes a great deal to
improve the consumer conversion and retention. Content
marketing, from a relationship and visibility perspective, is
directly responsible for getting the company’s brand to be
known among the masses. And only if the content has quality,
including correct usage of grammar, it will be allowed by the
Google algorithms to reach the masses. Inputs and expenditures
come next. Compared to traditional marketing, digital marketing
is cheaper, easier and comes with readily available tools, 24x7.
But planning the budget for digital marketing is still a vital part
of the digital marketing strategy. A marketer should do both
paid and free campaign promotions. Lastly is customer
interaction. Digital marketing agencies say 90% of them
understand their client requirement pretty well. Thus, it is
important to be consistently in touch with the digital marketing
agency. It can help save a lot of time and money.

B. Environmental Analysis
To ensure that the business operates according to the
policies implemented by the Philippine government, the
company will strictly comply to the data protection laws in e-
marketing in the country. In 2008, the Department of Trade and
Industry, the Department of Health, and the Department of
Agriculture issued a joint administrative order implementing the
Consumer Act of the Philippines (Republic Act No. 7394) and the
E-Commerce Act (Republic Act No. 8792). The Joint DTI-DOH-DA
Administrative Order No. 01 (the ‘Administrative Order’)
provides rules and regulations protecting consumers during
online transactions, particularly on the purchase of products and
services. It covers both local and foreign-based retailers and
sellers engaged in e-commerce.
The Administrative Order particularly requires retailers, sellers,
distributors, suppliers, or manufacturers engaged in electronic
commerce with consumers to refrain from engaging in any false,
deceptive, and misleading advertisement prohibited under the
provisions of the Consumer Act of the Philippines.
In line with the Administrative Order’s provision on fair
marketing and advertising practices, retailers, sellers,
distributors, suppliers or manufacturers engaged in electronic
commerce are mandated to provide: first, fair, accurate, clear
and easily accessible information describing the products or
services offered for sale such as the nature, quality and quantity
thereof; second, fair, accurate, clear and easily accessible
information sufficient to enable consumers to make an informed
decision whether or not to enter into the transaction; and third,
such information that allows consumers to maintain an
adequate record of the information about the products and
services offered for sale.
Also in line with this is the Data Privacy Act of 2012. In the face
of rapid developments in the digital economy, the Philippines is
now keeping up with the rest of the global online community by
strengthening its data privacy and security protections through
the Data Privacy Law. The Data Privacy Act (DPA) of 2012, also
known as RA 10173, is a comprehensive and strict legislation
used to protect people’s privacy while at the same time,
ensuring the free flow of information to promote innovation
and growth. The main goal of the DPA is to protect people from
unauthorized use of their personal information. A user’s right to
be informed regarding the use of their personal data (i.e.,
address, contact details, occupation, name of parents, and other
information that would make them identifiable) and their
consent in giving their information is fundamental in the DPA.
V. Competitors Analysis A. Existing and Potential Competitors
Based on the conducted research, there are several digital
marketing businesses that exist in the city of Lipa which are as
follows: Dream Digital Marketing Agency, Lipa Digital Agency,
USource Digital, The Camel, Lipa 1 st Advertising and Marketing,
EBizNest, Vanillascape Land Corporation, RMF Marketing
Printing Services, Moon Gatan Marketing Agency and Rein SEO.

VI. Business Strategy Our proposed business provides both the mass and high-end
markets. We provide services that are aimed at the broadest
possible audience as well as businesses that sell high-priced
goods. Our primary goal is to generate leads for businesses and
increase client numbers. So we cater to them, whether they are
in the mass market or the high-end market.

A. Company Objectives
1. Market Aspect
Pear Media Consulting Company aims to analyze the
industry of digital marketing, analyze the environment where
the proposed business is to be located, study the market in
which the company intends to introduce its products and
services and present the marketing program of the proposed
business.

2. Management Aspect
Our company’s management aspect is to present the
pre-operating activities of the proposed business, enumerate
the project originators, promoters, and managers in the
company, present the timetable in developing the project until
it starts operating, discuss the operating hours of the company
for its clients, discuss the form of ownership to be adopted by
the members of the team and specifically identify the duties and
responsibilities from the top management up to the bottom
staff.

3. Operational Aspect
Our operational aspect aims to present information
about the company’s proposed products and services.
enumerate the materials needed in producing the products and
services of the proposed business, discuss the overall
production process and operations in the business, enumerate
the facility needs of the building, enumerate the machinery and
equipment needed in developing and delivering its products and
services, discuss the labor requirements for the production
process, present the office and plant location where the target
business will be situated. develop a production schedule to
ensure smooth workflow and discuss how wastes and other
utilities will be managed.

4. Financial Aspect
Our Company aims to present the major economic
assumptions that may affect the income and production costs of
the business. project the investments to be made by the
business proponents, discuss the sources of capital from which
the proponents will get the financial needs to start the
operations and make an analysis on the other financial aspects
of the business.

B. Swot Analysis
Strength
- The digital marketing industry has continued to be in-
demand as days pass by since there has also been a
continuous growth on SME’s and other businesses
despite the pandemic.
- The price of the proposed business’ service is more
affordable than others.
- Since the proponents are new entrants to the business
world, they are more updated to the current trends in
the field of digital marketing which they had learned
from their formal studies.
Weakness
- The proponents are new entrants to the field of
business.
- There is a need for the company to gain access to a large
group of digital consumers who may already be existing
clients of its competitors.

Opportunities
- The office will be situated in an area which is considered
as the 3rd largest barangay in the city and is far from the
offices of the aforementioned competitors giving them
accessibility to nearby potential digital consumers.
 - Additional related services may be produced in the long
run.
- Additional facility for expansion in the future.

Threat
- Competitors may have already been using more
advanced technology when it comes to the software and
equipment used in their offices.

C. Competitive Strategy
1. Cost Leadership
- We do not manipulate our prices by charging cheaper prices
in order to gain market share or by cutting costs in order to
boost profits. Because of our cheaper prices, current and
potential clients may consider our product and/or service to be
substandard. Before deciding on our charges, we'll conduct
extensive market research to determine what our target market
is willing to pay for our services.
2. Differentiation
- We'll engage with our customers by making sure our services
are unique and appealing. Rather of comparing ourselves to our
competition, we'll focus on providing a solution that is tailored
to our clients' specific requirements. When they need it, we'll
provide rapid and convenient service. They see your ad when
it's convenient for them, whether it's in their social media feed
or by email.
3. Focus
- Our proposed company would specialize in assisting local
businesses with lead generation. Our company will primarily
concentrate on demographic and geographic segmentation. We
use this method to target businesses in a specific area. This
method has the advantage of gaining loyal customers by
focusing on a specific demographic.