A PROPOSED MARKETING PLAN FOR

CITI PARK HOTEL

A Marketing Plan Presented

To the Faculty of the School of Business and Management

of the

University of San Jose-Recoletos

Cebu City, Philippines

In Partial Fulfilment

Of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN

MARKETING MANAGEMENT

By

Guillemer, Jefferson
Panulde, Ivy
Tagra, Joshua
Tiu, Karl

July 2021
 TABLE OF CONTENTS

CHAPTER PAGE

I EXECUTIVE SUMMARY 1

II COMPANY PROFILE 2

Brief History

Proposed Vision & Mission Statement 3

III MARKETING OBJECTIVES 4

IV THE CHALLENGES 7

V SITUATIONAL ANALYSIS 8

Business Review 8

Marketing Mix Analysis 11

Service Mix Analysis 12

Product Strategies Analysis 14

Pricing Strategies Analysis 16

Integrated Communication Strategies Analysis 17

Distribution Analysis 19

Physical Evidence Analysis 21

Industry Analysis 22

PESTELE Analysis 22

SWOT Analysis 27
 Porter’s Five Forces Analysis 31

Competitive Analysis 34
Customer Analysis 38

Customer Journey Mapping 39

VII MARKETING STRATEGIES

Branding Strategies

Brand Key Model

Product / Service Strategies

Product Growth Strategy Model

Kotler’s Product level Model

Pricing Strategies

Integrated Communication Strategies

Advertising Strategies

Sales and Promotion Strategies

Publicity & Public Relations

Retention Strategies

Distribution Strategies

Physical Evidence Strategies

Service Blueprint

VIII MARKETING BUDGET, IMPLEMENTATION AND CONTROL

 Summary of Expenses

Marketing Gantt Chart

Socio Economic Desirability of the Plan

IX CONCLUSION AND RECOMMENDATIONS

APPENDICES

LISTS OF REFERENCES

CURRICULUM VITAE
 LIST OF TABLES

TABLE TITLE PAGE

1 Product Strategies Implemented 14

2 Pricing Strategies Implemented 16

3 Integrated Communication Strategies Implemented 17

4 PESTELE Analysis of Citi Park Hotel 22

5 SWOT Analysis of Citi Park Hotel 27

6 Competitor Analysis of Citi Park Hotel 31

7 Customer Analysis of Citi Park Hotel 38

8 Customer Journey Mapping of Citi Park Hotel Guests 39

9 Brand Strategy of Citi Park Hotel
10 Service Growth Strategy of Citi Park Hotel
11 Pricing Strategy of Citi Park Hotel
12 Advertising Strategy of Citi Park Hotel
 LIST OF FIGURES

FIGURE TITLE PAGE

1 Citi Park Annual Sales 9

2 Service Mix of Citi Park Hotel 12

3 Distribution of Citi Park Hotel 19

4 Citi Park Hotel Physical Evidence Elements 19

5 Porters Five Forces Analysis of ABC Enterprise 31

6 Brand Key Model of Citi Park
7 Kotler’s Service level model
8 Proposed Distribution Strategy
9 Proposed Service Blueprint
 1

CHAPTER I

EXECUTIVE SUMMARY

Citi Park Hotel, being a standard business hotel that aims to offer first class

amenities, has a ways to go when competing in the hotel industry within Cebu. The major

points in which the hotel needs to address are not having an effective digital strategy,

failing to acquire accurate data, not being able to respond and adapt to the current

COVID-19 situation and not having enough resources to be able to boost marketing as a

result of the pandemic.

How the hotel can address said issues is by hiring talent that is strong with digital

marketing (with the current pandemic pushing everything into the internet) or by training

current staff on how digital marketing is to be done. To have more discussions between

the sales and marketing teams to address flaws in the current marketing plan and set up

meetings to be able to acquire the data that is needed. Next would be to rapidly respond

and adapt to the growing COVID-19 situation by acquiring the necessary permits to house

quarantine guests to generate more income.

It is vital that these be addressed immediately as leaving these unresolved could

leave the hotel behind in being able to consistently compete in today’s fast-paced

environment. Also, these could help the hotel greatly as this would generate the sales

needed and meet their past goals despite being in a pandemic.

 2

Citi Park Hotel, as a conventional business hotel aiming to provide first-class

facilities, has a long way to go in the Cebu hotel sector. The primary point at which the

hotel must develop strategies in order to meet the target of 30% sales by 2022, as well

as be capable of adapting and responding to the new normal.

Making new strategies to attract clients or offering discounts and packages at the

hotel. The hotel might handle reaching the 30% sales target in 2022. More

conversations between the sales and marketing teams are needed to address problems

in the present marketing plan, as well as meetings to gather the data needed to make

changes and produce innovative ideas. The next step would be to quickly respond to

and adapt to changes in the hotel, as well as to produce fresh ideas for adjusting to the

new normal. By educating all hotel employees, one may improve customer satisfaction

and create loyal customers who can help to reach the objectives.

The hotel is altering and adapting to today's fast-paced world; these might

substantially assist the hotel in generating the necessary sales, even if the hotel was

ruined due to COVID-19.

 CHAPTER II

COMPANY PROFILE

Brief History

Citi Park Hotel, being a standard business hotel that aims to offer first class

amenities, has a ways to go when competing in the hotel industry within Cebu. The

major points in which the hotel needs to address are not having an effective digital

strategy, failing to acquire accurate data, not being able to respond and adapt to the

current COVID-19 situation and not having enough resources to be able to boost

marketing as a result of the pandemic.

How the hotel can address said issues is by hiring talent that is strong with

digital marketing (with the current pandemic pushing everything into the internet) or by

training current staff on how digital marketing is to be done. To have more discussions

between the sales and marketing teams to address flaws in the current marketing plan

and set up meetings to be able to acquire the data that is needed. Next would be to

rapidly respond and adapt to the growing COVID-19 situation by acquiring the

necessary permits to house quarantine guests to generate more income.

Providing all these necessary arrangements could greatly create various

opportunities to increase sales and revenue while creating a safe environment for the

hotel occupants and employees.

Proposed Vision

To be the most preferred destination hotel in Cebu City.

Proposed Mission

Our primary purpose is to provide clean, Comfortable and affordable Alternative

hotel destination, providing excellent service and Cebuano hospitality for our guests while

ensuring a fair return of investments to our investors and employees in a values-oriented

environment.
 4

CHAPTER III

MARKETING OBJECTIVES

Marketing objectives are a brand’s defined goals. They outline the intentions of the

marketing team, provide clear directions for team members to follow, and offer

information for executives to review and support.

Marketing objectives are a pivotal part of a marketing strategy. Without defined

goals, a brand will struggle with achieving its plans because it won’t be clear on what it

wants to do. A straightforward plan is required to know what you hope to do and how you

plan on doing it.

Marketing objectives set out what a business wants to achieve from its marketing

activities. They need to be consistent with the overall aims and objectives of the business.

They also provide an important focus for the marketing team.

Optimize the website

When you look at the hotel’s website, you can see that the website is behind from the

different booking apps right now. We can see if the investment of the hotel in the website if it

benefited them in a great way. Stated in the other objective we plan to have a 30% increase in

website visits and bookings. This will help the hotel not rely on other aggregators.

Increase website conversion rate by 30%

In order for the guests to book a room in the hotel, they have to contact the

hotel the old way which is thru email or calling them thru the landline. It is known for a

fact that most of the bookings of hotels or even all the bookings right now are
 5

happening online. Once the website of the hotel is better, we hope to see a 30%

increase in sales for the year 2022 due to the website's better interface.

Market the location

Citi Park is wonderfully placed in between two of the biggest malls in Cebu. With

just a jeepney ride outside the hotel, you arrive at either of the malls. Not only that, for the

younger guests there are a lot of bars near the hotel where it is only within walking

distance.
 CHAPTER IV

THE MARKETING CHALLENGES

Marketing challenges are experienced due to the rapid change of the customers'

wants, needs, and expectations. As marketing is fast-paced, it becomes a challenge for

companies to identify which area should be developed to facilitate strong growth in their

sales. For that reason, it is good to take a pause and write down the considerable

challenges that they encountered for the past years and that they may experience in the

future. With that, marketing challenges are easier to tackle once it is identified correctly.

Ineffective Digital Strategy

In a technology-based environment, digital technologies are evolving at a faster

rate than many companies can keep up, businesses must assess what skills and

technologies are required to reach, engage, and give value to customers, with the ultimate

goal of delivering growth and being relevant. This has become the hotel’s marketing

challenge as most marketing strategies are more inclined on the traditional side.

Furthermore, the maintenance and update of the website are not up to date to what is

relevant and engaging for the customers. There is a lot of digital marketing channel that

is readily available such as social media, but it becomes impossible to implement as

marketers in senior roles lack working knowledge on the digital aspect of marketing.

Acquiring Accurate Data

It is a posing challenge in marketing the hotel as this would determine whether the

marketing methods done before were effective or not. There must be constant and clear

communication between the marketing department and sales department. It's challenging
to establish the direction of your marketing plan and where to devote limited resources

without precise data on what's working and what isn't.

Lack of Resources

Marketing resources are a multitude of things that includes lack of time, effort, and

budget. The sales recession during the pandemic has caused a decrease in the marketing

budget due to a lack of consumer spending, therefore it becomes a marketing challenge

as it potentially restricts the effectiveness of marketing and hinders the achievement of

sales growth. Also, there are times that the hotel does not allocate enough marketing

capital to orchestrate a high value in the hotel's marketing campaigns.

 8

CHAPTER V

SITUATIONAL ANALYSIS

Situation analysis is defined as an analysis of the internal and external factors of

a business. It clearly identifies a business's capabilities, customers, potential customers

and business environment, and their impact on the company. A situation analysis is an

essential part of any business plan and should be reviewed periodically to ensure that it

is current.

Business Review

A business review meeting is a specific type of recurring meeting that is held to

discuss individual or team scorecards and progress toward objectives. During the

business review meeting, teams apply problem-solving tools to issues that are impacting

their performance. Citi Park needs to have their business review done specially because

of the pandemic their sales have gone down drastically. See the figure below.
 9

Citi Park Annual Net

200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000

Januar Februa March April May June July August Septe Octobe Novem Decem
y ry mber r ber ber
2019 130,657 122,892 97,439 109,752 112,980 155,067 106,386 89,566 78,900 82,765 94,599 100,890
2020 125,560 127,781 182,650 179,582 165,980 0 0 0 0 17,980 20,588 16,475
2021 4980 20,000 93,000

Figure 1

Citi Park Annual Net Sales

 10

9,000,000

8,000,000 8,500,000
7,000,000 7,750,000

6,000,000

5,000,000
5,000,000
4,000,000

3,000,000

2,000,000

1,000,000

0
2019 2020 2021
Citi Park Annual Gross 8,500,000 7,750,000 5,000,000
Column1

Citi Park Annual Gross Column1

Table 2

Citi Park Annual Gross

The figure presented is the yearly sales of Citipark Hotel for the last two years. It

is clearly shown in figure 1 that in the year 2019, the month of June has the highest sales

as it has always been a popular month for weddings. The hotel has function rooms that

cater to these events, therefore increasing its sales. Next would be the month of January

as travelers from all over the world visit Cebu to celebrate Sinulog. As for the year 2020,

it started well similar to last year’s sales but with the pandemic, the sales peaked because

Citipark hotel became one of the hotels chosen by BPO Companies to accommodate

their workers and provide them with a comfortable and safe environment. But as the

quarantine eases starting in June, BPO companies were no longer staying at the hotel as

workers were back to the office or working from home. From June to September 2020,
 11

the hotel closed. During October 2020, they re-opened and slowly regained the loss profit

for closing, and sales are increasing every month.

Marketing Mix Analysis

Analyzing its existing marketing practices would give an idea on what to do and

not. It would depend if it garnered a lot of sales or depleted the sales of the company. So

that if it has shown potential before it can be a good marketing strategy for the business

that would make them stand out from their competitors.

In Citipark they only use two marketing practices, Facebook and Online Booking.

The hotels way of making sure that their clients have the best experience is to give them

a five-star rating experience.

 12

Figure 2

Service Mix of Citi Park Hotel

CITI PARK HOTEL

Packages For
Accommodation conventions and Restaurant
weddings

Rooms Good for 100-150 Pedro’s Restaurant

₱1,658 per night
₱550PER Person

Deluxe Twin
₱2,151 per night Good For 100
below
₱650 Per Person

Deluxe King Meeting Room 10-

₱2,500 per night
20 People
₱2500

Family Room
₱3,100 per night

Citi Grand Suite

₱3,741 per night
 13

Citi Park hotel always wants their customer to have the best service they

have experienced. They have specifically three things that have impact on their

service which is the Accommodation, the packages for the functions and their

restaurant.

The accommodation has four different rooms with exceptional prices

starting with the deluxe twin down to the Citi Grand Suite. All of these rooms comes

with a free breakfast too. The packages have four options with two different sizes

of function halls and two different sizes of meeting rooms too. While people enjoy

their rooms, they have a restaurant in by the lobby. Pedro’s restaurant has a menu

to satisfy your cravings.

 14

Table 1

Product Strategies Implemented

DATE MARKETING EVALUATION DECISION

IMPLEMENTED PROGRAM
TITLE
January 2020 Advan Book 30 days To offer discounts
ced early to get to those who
bookin 15% off on your booked advance.
g stay.
promot
ion
February 2020 Update menu The month of Re-evaluate the
for Valentines February is one menu every
“Steak of the highest
Dinner” sales
of the hotel.
December 2020 Budget- Will let you have A seat sale ticket
saving a 25% room to Cebu City from
deal discount. your favorite
airline
 15

Product Analysis

Also because of the Festival that will happen here in Cebu every January

People tend to book as early as possible to get the lowest rates so the guests tend

to book their stay for more than a month ahead the hotel is now offering more

discounts when they book 30days or more in advance.

The month of February is the month of love, Citipark has always offered

promos for the month. Pedro’s restaurant offers steak dinners that is exclusively

available every Valentine’s Day.

When the fear of the people due to the Covid-19 has risen the hotel already

allowed the foreigners or even locals that are not from Cebu to have a discount on

their flight of their choosing.

 16

Table 2

Pricing Strategies Implemented

DATE MARKETING EVALUATION DECISION

IMPLEMENTED PROGRAM T IT LE

December 20, budget-saving deal will let you score a Continue giving
2020. 25% room discount. promos on this
dates for more
guest in holidays
January 2021 added mode of It’s access easy Guests can still
payments (Gcash, payment and didn’t continue to use this
credit cards and require cash to pay until now.
debit cards)
January 2021 Discounts on Attracts more guest Holidays has the
promos (anytime most promos.
there is a promo)
January 6, 2021 Citi Park Hotel is offer the convenient People can still
teaming up with a booking experience book here and
top-of-the-line digital look for services
marketing firm.
that they want in
https://www.citiparkhot the hotel.
el.com.ph/

The date, December 20, 2020 they implemented a 25% discount to those who

send a screenshot at promo.citiparkhotel@gmail.com and they’ll activate this promo for

you. Meanwhile at January 2020, they promoted an advanced booking promotion. In

which you will book 30 days before you check in to get the 15% discount on your stay

On January 2021, they added different ways on how guest would pay. They have

a lot of choices and it is easier to use than bringing huge amount of money in the pocket.

Until not, they can still pay that way. Discount on promos will be given specially on

holidays. Which is very effective to travelers and people who wants to celebrate

something.On the date January 6, 2021 Because they want to offer the most convenient

booking experience, Citi Park Hotel is now teaming up with a top-of-the-line digital

marketing firm. Guest may look out for exciting development on their website.
 17

Table 3

Integrated Communication Strategies Implemented

DATE MARKETING EVALUATION DECISION

IMPLEMENTED PROGRAM TITLE
January 2020 Promo for upcoming There is a To regularly offer
Sinulog Festival rise of 30% in promo every year for
“Treat for all Cebuano” sales for the the Sinulog Festival.
Sinulog
Festival that
happens
every
year
November Promo for the BPO The start of To give
23,2020 companies to have the COVID- promotions to
their employees stay 19, companies
for the safety of the companies
employee and the needed hotels
company for their
“Stay Safe, employees.
Bai!”
February Room promo for The month of To check after
13,2020 Valentines: Free February is one these years
bottle of wine for a of the highest
night stay in their sales of the
deluxe room or their hotel.
Citi Grand
Suites

Integrated Communication Analysis

Every year since the hotel has opened its door’s they always have a promo

for the upcoming Sinulog Festival that is about to happen where tourist and local

people are looking for a place to stay while the festival is about to happen. The

promo “Treat to all the Cebuanos” is offering a 40% discount for the room that they

get. But this isn’t only for Cebuanos it is also fit for the foreigners that want to get

a room for the festival.

 18

On February 13,2020 the hotel has decided to include a promo for couples

or friends that if they wanted to book a room in their deluxe room or their Citi Grand

Suites, they will receive a free

When the fear of the people due to the Covid-19 has risen the hotel already

allowed the foreigners or even locals that are not from Cebu to have a discount on

their flight of their choosing.

 19

Figure-3

Distribution of Citi Park Hotel

Citi Park Hotel tables, chairs, mattresses, and bed frames were all built by a private

source. The owner customized and created the mattresses and bed frames, and the

tables and chairs were all custom-made for them by a Chinese firm. Gaisano is Citi Park

Hotel's wholesaler supplier for condiments, spices, and other items needed in the recipe,

which can be found in the Carbon Public Market and Pasil Fish Mark.

The management picked the supplier because of the quality of their meat and

goods, as well as the fact that it is handy for the company owing to its location. The

management opted to purchase condiments and spices at Carbon Public Market, which

was renowned to be Cebu's largest farmer's market. As a result, goods are assured to be
 20

fresh and cheap. When it came to fish supply, the management picked Pasil Fish Market

since it is the finest place to get fresh seafood. They picked a private supplier because

they can modify the design they want, and the owner has a relationship to it. They will be

the ones to manufacture the item, and the owner knows their product is of good quality

and at a reasonable price.

Customers of Citi Park Hotel may book in three ways: through the hotel's online

Facebook page for more information, using an app like Trivago for reservations, or

through the hotel's website. They may dine at Pedro's Restaurant, which serves

wonderful and reasonably priced native cuisine. Finally, physical inquiry can be made at

F. Cabahug St. Mabolo, Cebu City.

 21

Figure 4

Citi Park Hotel Physical Evidence Elements

In the Figure above, it shows that Citi Park Hotel provides not just rooms, but also

food, excitement, and the comfortableness of the guest that might want to check in there.

On June 28, 2009, where the opening of the hotel, it started serving people. Their 103

rooms and 9 floors have caught the attention of travelers or people who want to chill.

Pedro’s Restaurant starts serving tasty dishes which made guests can eat inside the

hotel.
 22

A telephone, internet connection, satellite TV, coffee and tea making facilities,

an in-room safe, and a private bathroom with a hot and cold shower are among the

amenities available. Laundry services are available at the Citipark Hotel. Drinks and live

music are available at the hotel bar. It adds fun and excitement to the hotel. A lot of

services will be served to the guests. Citi Park Hotel is a great base for a memorable

holiday in Cebu, offering outstanding services and a nice ambiance.

Industry Analysis

The Philippine economy is heavily reliant on tourism. The travel and

tourism business contributed 12.7% of the country's GDP in 2019. Millions of

international tourists arrive each year as a result of good travel and tourism policy.

Due to the abrupt drop in tourist visits caused by the COVID-19 epidemic, the

Philippines lost about PHP 400 billion (nearly USD 8.3 billion) in tourism earnings in

2020. The government of the Philippines shuttered Luzon's airports on March 20 as

part of the Enhanced Community Quarantine (ECQ), which began on the island on

March 16. The tourist industry has already begun to suffer from the pandemic's

detrimental effects on its performance. Travel restrictions and measures in other

countries have had an influence on Philippine foreign visitor arrivals since January of

this year.

With the decision of the Inter-Agency Task Force on the Management of

Emerging Infectious Diseases (IATF-MEID) to reclassify industries for the continuing

reopening of the economy, the Department of Tourism (DOT) voiced optimism for
 23

tourism's quick return. IATF Resolution No. 99, signed today (12 February 2021),

approved, among other things, the recommendation to further reopen and expand

businesses/industries, in accordance with the criteria developed by the Department of

Health (DOH), with the observance of minimum protocols on health and safety

(MPHS), as appropriate, and subject to the issuance of implementing guidelines and

oversight of the appropriate agency and the local government unit (LGU) where they

maybe.

Citi Park Hotel, a newly established hotel, with its strategic place in mind, will

make your business and pleasure meet. Their services and facilities have the potential

to make their business grow and to be known to local and international guests. The

way they promote their promos, can encourage people to try their services.
 24

PESTELE Analysis

PESTLE analysis, which is sometimes referred to as PEST analysis, is a concept

in marketing principles. Moreover, this concept is used as a tool by companies to track

the environment they’re operating in or are planning to launch a new

project/product/service, etc.

PESTLE is a mnemonic which in its expanded form denotes P for Political, E for

Economic, S for Social, T for Technological, L for Legal, and E for Environmental. It gives

a bird’s eye view of the whole environment from many different angles that one wants to

check and keep a track of while contemplating a certain idea/plan.

 25

Table 4

PESTELE Analysis of Citi Park Hotel

POLITICAL ECONOMIC SOCIAL TECHNOL ENVIRONME LEGAL ETHICAL

OGI
NTAL
CAL
- Travel ban. - - - Using -regulations -
big
Depreciation Overni ght governing the Innkee
Data
of currencies, stays decrea for the health and per
transpa
se safety laws
rency
of the for the
custom
safety
ers.
of
guest
and
properti
es.
- Industrial - Inflation - Only few - Using Truth-
safety Sites and
rate rises people can in-
regulations in digital for
the Services consumer in enhancem menu
sector ent of
a certain laws
customer
area. service.

-Increase
unemplome
nt rate of
local
workers
 26
5

As shown in the table above, In the Political, the hotel business is heavily

regulated by the government. For example, if the ruling political party imposes a travel

restriction, the tourist and hotel industries will suffer immediately. A country may lose

the great bulk of its GDP with only one decision.

Federal Occupational Safety and Health Administration (OSHA) standards

oversee workplace safety, and no matter what industry you are in, you should be

aware of and follow the requirements that apply to that firm. General standards apply

to almost every firm, and fines and penalties for infractions can be substantial.

Depreciation of currencies can affect people’s budgets. They will be practical

and less likely to stay in the hotel for recreation. Though there are still few. The

inflation rate and the increase of unemployed people can also decrease the numbers

of customers of such hotel industries.

The hotel is usually for overnights, corporate stays, and meetings. But due to

the government regulations and because of the covid scare, people will now prefer

staying at home, postponing celebrations, and doing meetings online. Due to

protocols, only a few people can consume in a certain area like a restaurant, bar, or

Page | 29
 27

even in a room. And using big Data, sites and digital for the enhancement of customer

service.

Hotels should maintain transparency in their customers. Like using big Data for

the enhancement of customer service. They must have easy access and quick

response all this time especially at this time. People who want to check in can search

and use their websites for payments.

At this time of pandemic, a lot of changes happen, especially in the

environment. Huge businesses like hotels must follow the protocols implemented from

the government. Prioritizing the health and safety of the customers and staff may be

challenging and must be carefully done, for lives are risky now.

In the Legal part, hotel owners must follow innkeeper laws, which ensures the

welfare and safety of guests and their properties. In some locations, the innkeeper law

must be posted inside the door of every guest room and of the hotel. In most cases,

the innkeeper law will state how much compensation the innkeeper will pay guests if

their property is stolen or damaged. Any hotel with food or beverage establishments

within must follow truth-in-menu laws, which means the food establishments must be

truthful about food and beverages served to the guest. The establishment needs to be

honest about the calories in the good and nutritional ingredients of the dishes.
 295
28

SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths

are things that your company excels at or performs in a way that sets it apart from the

competition. Weaknesses, like its strengths, are intrinsic characteristics, so concentrate

on your people, resources, processes, and procedures. Consider what you might do

better and what you should avoid. Opportunities are possibilities for something good to

happen. They generally originate from outside your business and necessitate a foresight

into what may occur in the future. Threats include everything that can have a negative

impact on your organization from the outside, such as supply chain issues, market

changes, or a recruitment scarcity. A SWOT Analysis is a method of evaluating these

four` elements of your company. It is necessary for businesses to conduct this analysis

specifically for your MSME because it may utilize this to your advantage to make the most

of what you've got. You may also lessen your chances of failing by recognizing what

you're missing and avoiding potential pitfalls. It enables you to capitalize on your

strengths, fix your weaknesses, reduce risks, and maximize opportunities for success

you're missing and avoiding potential pitfalls. It enables you to capitalize on your

strengths, fix your weaknesses, reduce risks, and maximize opportunities for success.

Page | 31
 Strengths Weaknesses
• Rooms • Wi-Fi sometimes didn’t
work in some rooms
• Easy access road
• Some Communication
• More services to offer devices are not working
• Well-trained staff o Some air-conditioned are
• Accessible to supermarket and loud and not in good
condition
restaurants

Opportunities Threats
• improve guest satisfaction • Other hotels nearby
• Provide 5-star service • Strict protocols
• Restaurants and bars nearby

Table 5

SWOT Analysis of Citi Park Hotel

The guest rooms here at Citi Park Hotel are designed to give you that

familiar, cozy, and homey feel. It offers you clean, comfortable and affordable rooms.

F. Cabahug Street is a key thoroughfare connecting Cebu and Mandaue, the island's

two largest cities. There's no need to be concerned about transportation. GRAB (for

automobiles) and ANGKAS (for bikes) are two private transportation hailing apps that

you may utilize (for motorcycles). It is also simple to hail a taxi cab for a more

expedient and handy way to move throughout the city. You may also take BEEP, an

air-conditioned blue coaster that runs between BANAWA and BANAWA, or the 03A
 30
5

jeepney, which runs between BANAWA and the renowned Carbon region. Ayala Mall,

SM City Mall, Parkmall, and J Centre Mall are just a short ride away if you want to go

shopping. Cebu IT Park is around 2 kilometers away if you're seeking for amusement

and entertainment. F.Cabahug Street is also a growing entertainment hub. It’s all

here, coffee shops, international restaurants, fast food chains, native barbecue grills,

supermarkets, convenience stores, bars, pubs, and everything else you might need to

enjoy your time. They don’t just offer beds, they also have Lobby lounge which is

where an enormous haven for relaxation and/or work, with classic furniture built for

beauty and functionality, A native cuisine inspired restaurant that is open from 6 am to

9 pm daily, a spacious function halls can fit up to 200 persons they can also cater to

an array of event types, from conventions to weddings, meeting rooms for small

gatherings and compact rooms to serve your needs, and lastly, the veranda, where

they serve coffee while enjoying the fresh air.

In their weaknesses, we are referring to the guest’s feedback. Some of them

said that the wifi was horrible during their stay. Other customers were also

complaining about the communication devices, like the telephone, because some of

them didn't work well during their stay. Air-conditions were not monitored and checked

often because some sounded so loud and were not in good condition anymore.

feedback is extremely valuable, as they strive to improve with each and every stay.

They greatly appreciate comments about aspects of the room that need updating. It is

a pleasure to announce that they will be implementing many of these upgrades to the

property within the next couple of months.

Page | 33
 31

Their opportunities refer to things that could do to increase bookings, improve

guest satisfaction scores, or boost profits. Research about market trends and look to

guest reviews for ideas of where you can open up new streams of revenue or reach

new markets. Provide 5star service. Extend promo /discounted rates. Join programs

set by the hotel association and the like, social media.

Hotels nearby like Sarrosa International Hotel and Residential suites, Redboorz

Plus, and Castle Peak Hotel are just some of the competitors of Citi Park Hotel, they

are one of the threats of the said hotel. Strict restrictions because of this current

situation can cause hassle and a lot of adjustments inside the business. It can lessen

the space and additional rules to follow. A lot of restaurants and bars nearby are

threats to the services

Porters Five Forces Analysis

Porter's five forces analysis recognizes a company's competitive

environment. The five forces analysis is comprised of competition in the industry, potential
of new entrants into the industry, power of suppliers, power of customers and threat of
substitute products. It is necessary for an MSME to come up with this analysis because
it helps guide the business gain a competitive advantage in the market.
 32
5

Figure 5
Porters Five Forces Analysis of Citi Park Hotel

Threat of New
Entrants (Low)
• Franchise Fee
• Capital
• Access to suppliers

Bargaining Power Intensity of Rivalry

Bargaining
of Suppliers (Low) (High)
Power of Buyers
• Many of • Level of (High)
available advertising • Customer’
suppliers/distri • Continuous s are
butors Innovation price-
conscious

Threat of Substitutes
(High)
• Options or other
products
available to the
customer’s
• Price of the
Substitutes

Page | 35
 33

Bargaining Power of Buyers:

Citipark's bargaining power of buyers is moderately strong. With Cebu being a
tourist destination with a strong influx of tourists during Sinulog and summer, buyers are
more prone to hotels situated near the Mardi Gras route during Sinulog (Citadines, Crown
Regency Hotel) or hotels with direct access to beaches (Shangri-La, Plantation Bay, BE
Hotel). However, with Citipark's location to the closest malls and as well as walking
distance to one of the city's up and coming spots for night life (Bonifacio District's
Rumuor), they do also attract traffic from foreign and local customers during non-peak
seasons.

Threat of Substitutes
There is a strong threat from substitutes for Citipark. With the current rise of Airbnb
and hostels, they now have joined the market in competing for customer's money. With
the current COVID situation, fewer tourists are coming in and the local market is more
inclined to spending their earnings in branded hotels and resorts that assure the
customers guaranteed excellent services. Should there be any foreign tourists and
returning OFWs that come in, their attention is drawn to hotels that do offer a quarantine
facility for them. Acquiring said permits to become a quarantine facility poses additional
expenses for the hotel.
Intensity of Rivalry
The rivalry among existing competitors is high. Citipark's competitors are either the
newest in the market with social media worthy decor (Seda, Bai Hotel, Robinson's
Galleria), have always been a cult favorite in the local scene (Shangri-la, Plantation Bay,
Waterfront Hotel and Casino), or whose policies are known to cater to certain events
(Parklane and Mandarin Hotel for Weddings). All of these hotels offer the same amenities
if not more than what Citipark currently offers. With numerous hotels sprinkled across the
Metro.
 34

Threats of new entrants

Citipark's threat of new entrants is low. Citipark opened at 2009 while its well-
known competitors opened much earlier than they have, giving them a head start
advantage in creating their customer base locally and internationally. The amenities that
they offer are similar to other hotels, with others giving better perks such as being located
in a prime area, better or unique experiences and amenities and being cost friendly to
local customers.
Bargaining Power of Suppliers
Citipark's bargaining power of suppliers is low. They are able to acquire the
necessary ingredients needed for their kitchen from Carbon Market, thus they are able to
avail quality produce at reasonable prices. They also have trusted suppliers for their
toiletries as well so they have no issues when stocking up on them. As for their manpower,
they are able to acquire talent through their inhouse recruiting and as well through
agencies to ensure they are able to ensure well trained staff for their operations.

Competitive Analysis

A competitive analysis allows you to recognize your major competitors and their

strengths and weaknesses. It is here that you learn how the business’s competitors

operate, what their major selling points are and their areas of improvement and do a

comparison with the current business strategy. It is important do conduct this analysis

because with the findings that we gather from this, we are able to follow best practices,

correct flaws within our business strategy as seen from our competitors, and be ahead in

industry in order to meet – or better exceed – customer expectations.

 35

Table 6

Competitor Analysis of Citi Park Hotel

COMPETITORS
CITI PARK SAROSSA GOLDEN
INDICATORS HOTEL CEBU R INTERNATIO PRINCE OPPORTUNITIES
HOTEL NAL HOTEL HOTEL &
– MABOLO SUITES

Prime Price point is Prime Established

Citi Park Hotel
location low. location customer should be on
base popular
booking apps
P1,200.00 P1,599.00 to increase
P1,785.00 traffic to hotel
STRENGTHS

Close to On Agoda On Agoda and Amenities are Should reflect

airport and and Booking.com top notch discounted
malls Booking.com room rates on
with Google
discounted
rates
reflected
Amenities are Close to Close to Close to Create more
new airport and airport and airport and campaigns to
mall malls malls establish
customer base
Not on Agoda Hard to locate Free breakfast Price point is
or as not on not included high
Booking.com main road when booking

Price point is Always fully Amenities are Poor

WEAKNESSES

high booked due dated. Customer

to cheap service & not
rates well staffed
Branding is Need to walk Slow WI-FI due to
not strong to main connection COVID-19
road
For public
transportatio
n
 36

First, let’s recognize Citi Park Hotel’s strengths and weaknesses.

Strengths are namely: it is located in a prime location and easily located through

Google Maps, 7.1 km from Mactan-Cebu International Airport and close proximity to

SM and Ayala, and their amenities look relatively new. Citi Park Hotel’s weaknesses

are that they are not found on popular apps in booking hotels (Agoda, Booking.com),

room rates are high and the hotel brand is not well established.

We have chosen 3 competitors that we could use for comparison. These would be

Cebu R Hotel, Sarossa International Hotel, and Golden Prince Hotel & Suites. Cebu R

Hotel (particularly the one located in Mabolo). Their strengths are that their price point

is low, they are also located on popular booking apps, and they are also located near

SM and Ayala. Their weaknesses are that they are hard to locate as they are not on

the main road, due to its price point, majority of the time they are fully booked, and

you have to walk to the main road to get access to public transportation (unless you

book Grab). Next let’s tackle Sarossa International Hotel (particularly located in

Mabolo). Strengths are found on popular booking apps and their promotion and

discounts are reflected real time, they are also located in prime locations and can be

easily located through Google maps, and they are also 7km away from Mactan Cebu

International Airport with close proximity to SM and Ayala Mall. Their weaknesses are

that the amenities and facilities look worn, Slow Wi-Fi connection, rooms don’t come

with free breakfast. Lastly, we have the Golden Prince Hotel & Suites. Their strengths
 37

are that they have an established guest base locally and Internationally, amenities are

top notch, easy access Ayala Mall which is very near and SM. Their weaknesses are

that the price is high even with promotions or discounts, Poor customer service, their

attitude is very bad, and the lobby is only manned by one concierge which results in

long wait times when checking in and out.

Now that we have addressed our competitor’s strengths and weaknesses, key

outcomes from doing a comparison would be that Citi Park should consider being on

booking apps to create more traffic for the hotel. Also, as people would regularly use

Google when searching for room rates, they should also consider reflecting

discounted room rates on Google so as to entice potential customers to checking in.

Lastly, to at least be as competitive as Sarossa International Hotel & Golden Prince

Hotel & Suites, to create more campaigns that would help create a customer base for

the hotel thus generating more sales for them.

We also consider AIRBNB to be a rival, not just for Citi Park Hotel but also for other

hotels in Cebu, because they operate an online marketplace for lodging, especially

home stays for vacation rental and tourist activities. As a result, they have a significant

impact on the hotel industry's guest counts. That is why the three business hotels in

our survey were chosen.

 38

Customer Analysis

Customer analysis is where we gather data from customer’s behavior

and use it to make key business decisions. It is important that we analyze our customers

as this would help not only improve current policies within the business and the current

relationship with the customers but to also predict future customer actions and meet their

demands in a timely manner.

Table 7

Customer Analysis of Citi Park Hotel

DEMOGRAPHIC GEOGRAPHIC BEHAVIORAL PSYCHOGRAPHIC

Looking for a clean,

Minimum age of Urban Proms, business affordable rates and
guests is: 4 years meetings, weddings, comfortable place to
old conferences and stay.
celebration.
Working
Population China Those who visits Active individual
clients.
Returning
Overseas Filipino UAE Family gatherings
Workers
Saudi Arabia
Local Residents Hong Kong Long weekend Travelers
holidays
Foreign Tourists Korea, japan, Taiwan, ,
United States, Canada, Summer vacation Tourists spots
China, Australia and
Germany

Citi Park’s target market would be foreign tourists, returning overseas

Filipino workers and local residents. With Citi Park Hotel’s price point plus ongoing
 39

promotins, they are able to lure traffc into the hotel. While majority of the customers are

those with either a stable income, Citi Park also attracts the younger crowd (particularly

during Sinulog) due to its accessibility to 2 major malls in the city (SM and Ayala). With

the vast amount of choices for hotel accommodations in the city, the hotel receives its fair

share of first time customers, while it also caters to regular patrons as well (regular

patrons would likely be from returning overseas Filipino workers, foreign tourists, or from

companies who use Citi Park as accommodation for employees who has official business

within Cebu. Customers of Citi Park vary from those who prefer excellent customer

service during their stay, easy access to the attractions within the city and its competitive

price point against neighboring hotels.

Customer Journey Mapping

Customer Journey is a specific progression and a complete sum of

experiences that all customers interaction across all channels with your company.

Customer journey map is sometimes referred to as a customer experience map.

Customer Journey can be a powerful tool to assists you with future states of customer

experience.
 40

STAGE OF
CUSTOMER AWARENE CONSIDERATIO PURCHA
Retention Advocacy
SERVICE SS NS SE

Through
Suggestions Associate text and
Special
potential calls for
coming from treats Customer’s
customers with room recommen
Activities good customer reservation dation
relatives service

Emotions Optimistic,
Hopeful Eager and Elated, Enthusiasti Exhilarated
Excited Satisfied c

Active
Potential Marketing Special
Effort Developing Fast treats and
Opportunities through greater customer response Huge
Facebook service to Discounts
for
and Inquiries
Customers
Instagram

Table 8

Customer Journey Mapping of Citi Park Hotel Guests

Citi Park’s has a lot of positive reviews on their social media page, this

has become a great asset to the company with just little expense. Other than the hotel’s

price for food buffet is fair and reasonable since they offer a special treat for breakfast

and a good service provided by their staffs.

 41

Citi Park’s has a lot of positive reviews on their social media page, this

has became a great asset to the company with just little expense. Other than the hotel’s

price for food buffet is fair and reasonable since they offer special treat for breakfast and

a good service provided by their staffs.

Citi Park’s area is surrounded by coffee shops and other food stores

for example the UCC Café just across the hotel. Aside from the hotel’s restaurant the

guest is shown a list of malls and other restaurants that the hotel can recommend to the

guests.

For guests that are not from Cebu, the hotel can provide transportation

for the guests to and from the airport. Along with the transportation they provide snacks

and little treats from the hotel

 42

CHAPTER VII

MARKETING STRATEGIES

Marketing strategy is a complete plan developed specifically to

achieve an organization's marketing objectives. It lays forth a strategy for

achieving these marketing objectives. It is a fundamental component of

every marketing strategy. It is the result of extensive market study. A

marketing plan enables a company to focus its limited resources on the

greatest potential prospects in order to grow sales. It assists in determining

the advertising budget in advance, as well as developing a mechanism for

determining the scope of the plan, i.e., the money generated by the

advertising plan.

BRANDING STRATEGIES

A branding strategy is a long-term strategy for the

development of a successful brand in order to achieve specified goals. A

well-defined and implemented brand strategy influences all elements of a

business and is closely related to customer demands, emotions, and

competitive conditions. Brand strategies may make or destroy a company's

success. While some may dismiss brand image as "fluff," the fact is that it

is what your potential consumers notice first. Your brand image assists in

establishing rapport with possible new clients and, perhaps, initiating a

dialogue about your services.

 ENGAGEMENT CYCLE STAGE TIMETABLE KPI or METRICS
DISTRIBUTION (is a measurable value that demonstrates how
OBJECTIVES STRATEGY MECHANISM/ TACTICS (Awareness-> search-> alternatives- BUDGET POINT PERSON effectively a company is achieving key business
CHANNEL objectives. Organizations use KPIs to evaluate their
>purchase-> advocate) DURATION DAY TIME success at reaching targets.

Number of bookings, searches and likes,

1.Update Website from different booking apps using SMM & SEO Awareness July - December 2022 DAILY 9:00AM-5:00PM PHP450,000 MANAGER
increase of engagement rate

Hotel / Booking app, Social

Website Optimization 2. Wokring with OTA ( Online Travel Agency) Search July - December 2022 DAILY 9:00AM-5:00PM PHP150,000 MANAGER Good feedback and high ratings
Media

3. Connecting with local tourism burreau, local business & event Alternative July - December 2022 DAILY 9:00AM-5:00PM PHP20,000 MANAGER

July - December 2022 DAILY 9:00AM-5:00PM MANAGER

30% increase is sales for the year
1. Short Films Awareness Hotel / Booking app PHP125,000 Increase number of guest
2022
July - December 2022 DAILY 9:00AM-5:00PM MANAGER
Create a strong
narrative to the hotel
July - December 2022 DAILY 9:00AM-5:00PM MANAGER
Hotel,Social Media and Increase number of shares, likes, followers
2. Shareable Media Content Awareness PHP120,000
Google and most specially guest
July - December 2022 DAILY 9:00AM-5:00PM MANAGER

Increase Brand Engagement 1. Appropriate training for Employee Advocate July - December 2022 DAILY 9:00AM-5:00PM Physical Store PHP20,000 MANAGER Customer feedback

Table 9

Proposed Brand Strategy of Citi Park

Citi Park Hotel's objective is to grow sales by 2022. Three techniques have

been implemented to

do this: website optimization, establishing a powerful story for the hotel,

increasing brand interaction, with the manager acting as the point person

various approaches would be employed.

employed in each strategy, such as updating the website from various

booking applications, working with OTA, engaging with locals, making

short videos, delivering shareable media material, and providing proper

employee training. Thereby, people may improve their interaction with the
company, including with both existing and new consumers. All of the

activities listed in the table will take place at the same times each month

and will begin in June and finish in December 2022. Being able to boost

social media connection might mean that clients build strong relationships

with the brand and the company. When this occurs, the company will profit

from a range of alternatives as well as increased customer loyalty. When

this is completed, reservations and revenues will grow, which is the

primary objective of the hotel.

 Brand Key Model Of Citi Park Hotel

Figure 6

Brand Key Model of Citi Park

The figure above shows the brand key model of Citi Park Hotel.

From the root strengths of the hotel since they have really been known

as a business hotel where businessmen from around the world have

them as one of the top options they have that they want to stay in. Since

Citi Park is just right in the middle border of Mandaue City and Cebu city,

so there are a lot of hotels just around a 2km radius. The target market

for the hotel focuses more on businessmen and women but they don’t

leave out the foreigners and fellow Filipinos and some teenagers that

wants to spend a few nights away from home. Based on the observation
 by the hotel, their usual customers are businessmen and women that are

here in Cebu. With the new wing of Citi Park Hotel, the hotel is prepared

for more and more customers that wants to stay in the hotel with a very

affordable price. People that have experienced the Citi Park hotel have

rated the hotel to have great service and clean amenities. The hotel is

also known for being a family-oriented hotel where not only the adults

can enjoy but also the kids too. The hotels conference room and event

rooms is very popular around the Cebu because of the cheap and big

space that they offer

Service strategy

ENGAGEMENT CYCLE STAGE TIMETABLE KPI or METRICS

DISTRIBUTION (is a measurable value that demonstrates how
OBJECTIVES STRATEGY MECHANISM/ TACTICS (Awareness-> search-> alternatives- BUDGET POINT PERSON effectively a company is achieving key business
CHANNEL objectives. Organizations use KPIs to evaluate their
>purchase-> advocate) DURATION DAY TIME success at reaching targets.

1. Ads and Ads more Alternatives June - December 2022 Daily Anytime Manager
increase website and social media
Php450,000( In line with
engagements. Increase 10% per month on
Online Marketing 2. Mobile Website Optimisation Search June - December 2022 Daily 10am - 10pm Facebook & Website budget Manager
from reservations via facebook, instagram
for website optimization)
and the hotel's website
3. Go social the social media way Alternatives June - December 2022 Monday, Wednesday, Friday 10am - 10pm Manager

30% increase in sales for the year

1. Maximize guest capacity Awareness June - December 2022 Sunday Anytime Manager
2022

Service Marketing 2. Reward Guest Loyalty Purchase June - December 2022 Friday & Saturday Anytime Direct to the hotel Php 35,000 Manager
Increase occupancy rate every month by 10%
.
3. Presonalized Greetings Purchase & Advocate June - December 2022 Monday - Friday Anytime Manager

Facebook, Website &

Group Bookings 1. Freebies & Discounts Purchase & Alternatives June - December 2022 Daily Anytime Php 35,000 Manager
Telephone

Table 10

Proposed Service Strategy of Citi Park

We adopt three techniques to increase awareness of our services in

order to grow revenue by 2022. Because it appears that they are weak in
this area, online marketing is the first technique to improve in this

industry. Potential customers will grow if the hotel's name is spread via

social media. This will be done in the month of June to December 2022

MWF or daily. In adding ads, we will do it anytime but to the other social

media, it’s only until 10 am – 10 pm. Website optimization will be

budgeted Php 450,000.

Service marketing includes maximizing guest capacity, rewards, and

personalized greetings. By that, guest who have already stayed in the

hotel may experience excellence and exciting services. It will be done

during Sunday, Friday and Saturday, and Monday to Friday. Weekly

evaluation is done to ensure achievements of objectives.

Group bookings includes freebies and discounts to those who book more

than one room. This encourages customers to book not just one room.

This will be done daily and anytime in Facebooks, Websites, and

telephone daily and anytime. This will be measured by the sales who

book in advance.

Service Growth Strategy

Service Growth Strategies are plans for a company to

overcome existing and future problems to achieve its

expansion objectives. Increasing market share and revenue,

acquiring assets, and improving the organization's products

 or services are all examples of Service growth strategy

goals.

Service growth strategies are essential to a business

because they keep it striving toward goals that are larger than

what is currently happening in the market. They keep

executives and staff engaged and aligned, and they force you

to think in the long term.

Market penetration New products or services

EXISTING Increase competitive advantage by Value improvements to existing

MARKETS using online services products and services

NEW Finding new customer segments Highlight Safety in Hotel Marketing & Guest
MARKETS using the internet Communication

Table 12

Service Growth Strategy of Citi Park

 Citi Park Hotel intends to increase the company’s

market penetration by enhancing its competitive advantage

through online services, which has a direct impact on

company’s market share growth. Citi Park Hotel intends to

add value to its existing product or services. The company

intends to use the internet to target new customers, which

has a direct impact on its market development.

Furthermore, Citi Park when it comes to booking decisions,

hygiene and safety regulations are at the top of customers'

minds.

Figure 7

Kotler’s Product level model of Citi Park

 Kotler's five level product model provides a way to show the different levels of

need customers have for a product. The model is based on needs, wants, and

demands which customers attach value to a product.

Citi Park Hotel is a business hotel located at a major thoroughfare connecting

the two most urbanized cities in the province, namely Cebu City and Mandaue City.

The core benefit of the hotel to its guests is to provide comfortable accommodation

away from home. The generic products of the hotel are the beds, bathrooms, and

towels. The expected products of the hotel are clean sheets, clean towels, clean

bathroom, and Wi-Fi. The augmented products refer to the extra services that help

differentiate the hotel from its competitors. Citi Park Hotel's augmented products are

its concierge service, city skyline viewing deck, discount codes, relaxing ambience,

fitness avenue, and spa. Lastly, there are the hotel's potential products which include

all augmentation and transformation that the services might undergo in the future. In

this matter, Citi Park Hotel may offer surprise gifts/ incentives to its guests.
 Pricing Strategy

TIMETABLE KPI or METRICS

ENGAGEMENT CYCLE STAGE DISTRIBUTION (is a measurable value that demonstrates how
MECHANISM/ TACTICS BUDGET POINT PERSON effectively a company is achieving key business
(Awareness-> search-> alternatives->purchase-> advocate) CHANNEL objectives. Organizations use KPIs to evaluate their
DURATION DAY TIME success at reaching targets.

July 2022 -
Using SEO and SMM Search Dec 2022 DAILY 9:00 AM - 5:00PM PHP 450,000 MANAGER

10% increase in search traffic in any website

July 2022 -
Working with OTA( Online Travel Agency) Search and Awareness, Alternative Dec 2022 DAILY 9:00 AM - 5:00PM GOOGLE, WEBSITE AND PHP 150,000 MANAGER
SOCIAL MEDIA

July 2022 -
Connecting with local tourism bureau, local businesses,
Awareness and Purchase Dec 2022 DAILY 9:00 AM - 5:00PM PHP 20,000 MANAGER 20% increase in booking rate
and event organizers

July 2022 -
"Breakfast bundles" purchase and advocate Dec 2022 DAILY 9:00 AM - 5:00PM PHP 80,000 MANAGER

hotel 20% increase in occupancy rate

July 2022 -
‘Honeymoon package’ purchase and advocate Dec 2022 DAILY 9:00 AM - 5:00PM PHP 80,000 MANAGER

Table 13

Proposed Pricing Strategy of Citi Park Hotel

This strategy's major goal is to increase revenues by 30% by the end of

2022. To keep booking fees competitive, we use website optimization

and enhancement services. With SEO, it improves the visibility of the

hotel's website in search engines, resulting in greater visitors. While

SMM employs social media platforms to increase hotel brand

awareness. Aside from a hotel booking engine, an OTA is a very strong

instrument (Online Tour Operators). Working with OTAs increases reach

since they invest heavily in their own marketing campaigns and web

advertising. OTAs will aid in increasing visibility. Connecting with local

tourism bureaus, local companies, and event organizers, as well as

targeting locals through online advertising via Facebook or search

engine advertisements, are critical components of a hotel marketing plan

 since they allow you to reach a non-seasonal target population.

"Breakfast bundles" (which could include an elaborate buffet breakfast

for a price that is much more affordable than what it would cost the guest

if they were to opt for it separately). Something more personalized, such

as a 'Honeymoon package,' in which you might include a variety of

activities and services for couples at an unbeatable price. These are

measured by engagement and conversion.

Advertising Strategy

KPI or METRICS
TIMETABLE
ENGAGEMENT CYCLE STAGE DISTRIBUTION (is a measurable value that
OBJECTIVE STRATEGY MECHANISM/ TACTICS BUDGET POINT PERSON
(Awareness-> search-> alternatives->purchase-> advocate) CHANNEL demonstrates how
DURATION DAY TIME
effectively a company is
Alternatives July- December 2022 Daily 9:00 am - 5:00 pm
1. Making ads in Social Media like facebook,Instagram and Twitter increase website and social media
engagements.
Facebook, instagram, twitter,
Digital Marketing Search July- December 2023 Daily 9:00 am - 5:00 pm Php 250,000 manager Increase 10% per month on from reservations
google
2. Paid search advertiing dispaly at very top of the SERPs (Search Engine Results Page) via facebook, instagram and the hotel's
website
Awareness July- December 2024 Daily 9:00 am - 5:00 pm
3. Display ad banner appear on webpages
30% increase in sales for the year 2022
program an email to be delivered to all guests
purchase and advocate July- December 2025 Daily 9:00 am - 5:00 pm
two months before the anniversary of their last visit to the hotel.
Automated Hotel Marketing Email, Facebook Php 100,000 manager increase in client retention rate in booking
Before important milestone birthdays or holidays, automatic
purchase and advocate July- December 2026 Daily 9:00 am - 5:00 pm
advertising information is delivered.

Reward direct bookings last minuate deals purchase July- December 2027 Daily 9:00 am - 5:00 pm hotel Php 90,000 manager 50% direct occupancy rate

Table 14

Proposed Advertising Strategy of Citi Park Hotel

Citi Park Hotel will employ digital marketing to improve sales by

30%. The first step will be to create ads on social media platforms such

as Facebook, Instagram, and Twitter, followed by paid search

 advertising that appears at the top of the SERPs, and finally, display ad

banners on webpages. This will assist the corporation raise consumer

awareness, and it will be done every day from July through December

2022, with updates posted in the hotel.

They devise a procedure in which all guests receive an email two

months prior to their previous visit to the hotel. The next one comes just

before a significant birthday or holiday, when automated advertising

information is sent out. From 9 a.m. until 5 a.m., this method will be

applied

Sales and Promotion Strategy

ENGAGEMENT CYCLE STAGE TIMETABLE KPI or METRICS

DISTRIBUTION (is a measurable value that demonstrates how
OBJECTIVES STRATEGY MECHANISM/ TACTICS (Awareness-> search-> alternatives- BUDGET POINT PERSON effectively a company is achieving key business
CHANNEL objectives. Organizations use KPIs to evaluate their
>purchase-> advocate) DURATION DAY TIME success at reaching targets.

Discount Providing discounts to guests who book directly to the hotel. Purchase July - September 2022 Daily Anytime Hotel NA Manager

An Increase in
30% increase in sales for the
Purchase and
year 2022 Voucher & Coupon Posting limited vouchers and coupons on the hotel's Facebook business page. Alternatives & Purchase July - December 2022 Daily Anytime Facebook PHP50,000 Manager
Online Booking of at least 10%

Group Booking Providing discounts for guests who do group bookings. Purchase July - December 2022 Daily Anytime Facebook & Website NA Manager

Table 15

Proposed Sales and Promotion Strategy of the Citi Park Hotel

Discount

Guests that contact the hotel immediately for a reservation for a room will have

special discounts. The discount is only available if the guest avails the room/s for a

minimum of two nights stay.

Voucher & Coupon

Since one of the main goals of the hotel is to increase online interaction. The

hotels will be giving away some coupons and vouchers that they can only get when

they visit the official Facebook page of the hotel. The coupons and vouchers will insist

of free one night stay in the hotel and free dinner and/or lunch meals for two in the

hotel’s restaurant.

Group bookings

The hotel will give out discounts if the guest avail more than five rooms.

Reserving the biggest function room in the hotel with a couple of rooms will also be

one of the group bookings discount that the guest can avail.

Publicity & Public Relations

TIMETABLE KPI or METRICS

ENGAGEMENT CYCLE STAGE DISTRIBUTION (is a measurable value that demonstrates how
OBJECTIVES STRATEGY MECHANISM/ TACTICS BUDGET POINT PERSON effectively a company is achieving key business
(Awareness-> search-> alternatives->purchase-> advocate) CHANNEL objectives. Organizations use KPIs to evaluate their
DURATION DAY TIME success at reaching targets.

Monday, Wednesday & 10% increase in inquiry response

Brochure and Catalogs Give out brochures and catalogues to crowded places. Awareness July-December 2022 Friday
10:00 am - 5:00 pm Malls & Airports PHP5,000 Manager
rate

30% increase is sales

for the year 2022

Invite influencers to stay at the hotel for free in Facebook, Instagram, and
INFLUENCER MARKETING
exchange for posting on their social media platforms.
Search July-December 2022 Friday 9:00 am - 5:00 pm
Tiktok profiles.
Php 2,000 Manager 20% increase in Social media reach

Give incentive to employees that share and Reputation Management

Employee relations Alternatives July-December 2022 Everyday Anytime Direct to the hotel NA Manager
recommend the hotel to the public Key Performance Indicators

Table 16

Publicity & Public Relations of Citi Park Hotel

Brochure and Catalogs

To increase sales, Citi Park will create and give out brochures and

catalogs to crowded places. This will help the company increase awareness among

the customers, and this will be done every Monday, Wednesday, and Friday from July

to December 2022 at 10:00 pm to 5:00 pm. The target is to attract new prospected

customers using brochures at malls and airports.

INFLUENCER MARKETING

Influencer marketing entails inviting influencers to stay for free at

their hotel in exchange for posting on their social media platforms. On the first day of

July and September at 9:00 a.m. The company will implement this strategy on the

influencer’s Facebook, Instagram, and TikTok profiles.

Employee relation

Employees that share and recommend the hotel to the public to

attract more customers and encourages alternatives to the engagement cycle. It will

take place daily from July to December.

 Retention Strategy

ENGAGEMENT
TIMETABLE
CYCLE STAGE DISTRIBUTION KPI or METRICS (is a
OBJECTIVES STRATEGY MECHANISM/ TACTICS BUDGET POINT PERSON measurable value that demonstrates how effectively a company is achieving key business objectives.
(Awareness-> search-> CHANNEL Organizations use KPIs to evaluate their success at reaching targets.
alternatives->purchase-> DURATION DAY TIME
advocate)

Increase 10% Sales contribution per month coming from bookings of

Personalization Sending thank you message to customers with their orders Awareness JULY - DECEMBER 2022 DAILY 9:00 am-5:00 pm Instagram and Facebook NA MANAGER
regular customers through social media

To increase the company's

sales by 30% at the end of
the year

Increase in
Customer
Collect customer surveys JULY - DECEMBER 2022 1st day of the month 9:00 am-5:00 pm Instagram and Facebook NA MANAGER
Questionnaire and Surveys Advocate Retention Rate
of at least 5%

Table 17

Retention Strategy Of Citi Park Hotel

To increase sales by 30 %, the company must implement retention

strategies to keep existing customers. Customers will receive personalized “thank you”

messages in addition to the bookings or packages they purchased. This strategy will

be implemented daily from July to December, from 9:00 a.m. to 5:00 p.m. In the next

strategy, Citi Park will implement a Questionnaire strategy in order to consistently

collect feedback from their customers. This will ensure that the company’s customers

are satisfied with the products and that it can gather more information from customer

suggestions.
Distribution Strategy

Figure 8

Proposed Distribution Strategy of Citi Park

Citi Park Hotel tables, chairs, mattresses, and bed frames were all

built by a private source. The owner customized and created the mattresses and bed

frames, and the tables and chairs were all custom-made for them by a Chinese firm.

Gaisano is Citi Park Hotel's wholesaler supplier for condiments, spices, and other

items needed in the recipe, which can be found in the Carbon Public Market and Pasil

Fish Mark.

The management picked the supplier because of the quality of their

meat and goods, as well as the fact that it is handy for the company owing to its

location. The management opted to purchase condiments and spices at Carbon Public

Market, which was renowned to be Cebu's largest farmer's market. As a result, goods
are assured to be fresh and cheap. When it came to fish supply, the management

picked Pasil Fish Market since it is the finest place to get fresh seafood. They picked a

private supplier because they can modify the design they want, and the owner has a

relationship to it. They will be the ones to manufacture the item, and the owner knows

their product is of good quality and at a reasonable price.

Since the investment for the improvement of the website and the

social media pages. The guests can now easily book a night in the hotel much faster

thru Facebook, Instagram, Twitter, and the newly improved website of the hotel. The

hotel will also join various booking websites like Agoda, Booking.com and Klook.
Physical Evidence Strategies

TIMETABLE KPI or METRICS

ENGAGEMENT CYCLE STAGE DISTRIBUTION (is a measurable value that demonstrates how effectively a
OBJECTIVES STRATEGY MECHANISM/ TACTICS BUDGET POINT PERSON company is achieving key business objectives.
(Awareness-> search-> alternatives->purchase-> advocate) CHANNEL Organizations use KPIs to evaluate their success at
DURATION DAY TIME reaching targets.

Attract at least 5% of new customers to the page

Php450,000( In line with
Enhancing the design of Facebook and Instagram Tiktok, Instagram and after a
Spatial Layout Awareness JULY - DECEMBER 2022 DAILY 9:00 am-5:00 pm budget MANAGER
pages in order to attract new clients. Facebook month of
for website optimization)
implementation

30% increase is sales for the year

2022

Increase of visits on new loyal consumers by 5%

On social media, the rooms and the place will be visually appealing Php450,000( In line with
after a
Physical Environment with Awareness JULY - DECEMBER 2022 DAILY 9:00 am-5:00 pm Instagram and Facebook budget MANAGER
month of
an image that reflects the company. for website optimization)
implementation

Table 18

Physical Evidence Strategy of Citi Park Hotel

Increasing sales by at least 30% by the end of the year can allow

the company to generate profits. Weekly evaluations are conducted to ensure and

identify areas that require improvement in order to ensure that these are met across

the organization. Using social media, the goal is to recruit new customers, retain

existing loyal customers, and attract new prospected customers. Both strategies are in

line with budget for website optimization.

Physical Environment

The physical environment in which the room will be used or

consumed is critical. This includes the perception, such as the color or design that

draws the customer's attention, the accessibility or ease of navigation of the website or

page, and how bookings are displayed clearly with information such as pricing.

Spatial Layout

Spatial Layout is another effective strategy because it considers

how the physical environment is set up. It also shows that perceived orderliness

should be prioritized when designing the room. It also creates clear expectations for

convenience and satisfaction.

 PHYSICAL EVIDENCE FACEBOOK HOTEL EMPLOYEE’S CREDIT BOOKING
PAGE, LOCATION NAME TAG CARD RECEIPT
GOOGLE SERVICE HOTEL
DESCRIPTION RECEIPT

CUSTOMER ACTIONS VISITS VISIT HOTEL DICUSS BOOK END OF STAY

WEBSITE FEATURES,
PRICE,
SERVICE
AVAILABLE

LINE OF

INTERACTION
FRONTSTAGE

EMPLOYEE
ACTIONS

TECHNOLOGY

LINE OF

VISIBILITY
BACKSTAGE
RESPONDS CLEANING
TO CHATS ROOM AND PAYMENT OF USED
QUESTIONS AMENITIES PROCESS ROOM
MANAGEMENT
SYSTEM
LINE OF

INTERNAL
INTERACTION
SUPPORT
PROCESSES

Figure 9
Proposed Service Blueprint for Citi Park

Service Blueprint

A service blueprint has two dimensions: "the horizontal axis depicts the

chronology of activities performed by the service consumer and service provider." The

vertical axis distinguishes between several regions of operation. These places of

activity are divided by distinct "lines." All of the tasks performed by various actors in a

service plan are referred to as 'actions.' Props and physical proof are visible to

customers and influence their sense of service quality. The hotel stay example shows

how activities and tangible evidence in a service plan are represented by boxes. An
action flow depicts the series of actions carried out by an actor. A communication flow

connects the acts of many actors. In a service plan, the regions of activity reflect

distinct actors. Customers, onstage staff, backstage personnel (or systems), support,

and other performers make up the cast management. Here we can see the blueprint of

the overnight stay service of Citi Park Hotel. It depicts the hotel's physical look. Such is

the reception desk, elevators, corridor, lovely rooms, call service menu, meals, and

other interior and exterior decorations, as well as any other physical amenities in the

room. Several failure points are possible here. For example, it may take too long to

check in, there may be problems with the appliances, the room may not be facilitated

in accordance with the cost, the menu for call service may be insufficient, it may take

too long to prepare the food, the food may not be of good taste or appearance, and

the check out process may be lengthy. As a result, they are all time-consuming and

annoying experiences for customers. All of these factors might contribute to the

company's failure. Analyzing the cause of failure frequently provides chances for

failure prevention. It will shorten the time it takes to complete the service process,

increase productivity, and boost client happiness. To reduce the lengthy check-in

procedure, the hotel should offer online or phone reservations. Rooms should be

facilitated according to cost (high facilities for high cost and acceptable facilities for

regular cost), the menu for call service should be appropriate, and meals should be

brought on time (not half cooked and also not too late). The items should assist with

reserving transportation (for example, calling a cab or reserving an airplane ticket),

lastly bidding farewell and requesting a return visit.

CHAPTER VII

MARKETING BUDGET, IMPLEMENTATION AND CONTROL

This feature enables any firm to benefit from implementing it. Strategies and plans with

a planned budget allocation and strategic budget allocation. Marketing budget,

implementation, and control denote a strategy for allocating cash to each component of the

marketing mix, as well as the tactics used to execute the plan and verify if advertisements are

working, receiving sufficient leads, and leads that result in purchases. Setting a budget

avoids unnecessary expenses and effectively creates financial stability towards the set

objectives. Setting a budget for the suggested plan is required for companies to

strategically allocate the cash required for the strategy, which also improves the

financial standing of the firm.

MARKETING STRATEGIES ESTIMATED PROMOTION/ SALES

ACTIVITY COST

Service Strategies Php 470,000

Branding Strategies Php 885,000
Pricing Strategies Php 780,000
Physical Evidence Php 900,000
IMC Retention NA
IMC Sales and Promotion Php 50,000
Advertising Strategy Php 350,000
IMC Public Relations Php 150,000
TOTAL MARKETING EXPENSE Php 3,585,000
 Table 19

Summary of Marketing Expenses of Citi Park Hotel

By comparison to Citi Park Hotel’s service expansion and improvement, the

team's marketing efforts resulted in modest marketing costs. This also relates to the

quantity of daily sales generated by the hotel. The company has spent around three

million five hundred eighty-five thousand pesos in total (Php 3,585,000). The service

Strategy would cost the team Php 470,000. This will discuss the awareness approach

as well as how to increase service quality.It focuses more on social media, rewards,

and discounts, which serve to entice and persuade more potential guests to test the

hotel's services. The branding strategy of Citi Park Hotel is predicted to cost Php

885,000, making it one of the hotel's weak areas. This involves optimizing the hotel's

website, developing a compelling narrative, and enhancing brand interaction. The

pricing plan for Citi Park has a budget of Php 780,000. This also contains website

optimization and enhancement of packages. With connections to SEO, SMM, OTA,

and other local tourism bureaus, it takes a significant amount of funding to promote the

name and rates of the hotel. The hotel's spatial layout and physical environment are

each budgeted at Php 450,000, for a total of Php 900,000. The strategies in physical

evidence include improving the appearance of Facebook and Instagram sites in order

to attract new clients and make social media rooms look pleasant. Sales and

promotions will only be budgeted Php 50,000 since it will only provide discounts,

voucher and coupons to the guests who booked directly and help promote the hotel’s
name. The hotel's advertising approach relies on digital marketing and automated

hotel marketing. It is still involved in upgrading, linking, and updating the hotel's social

media. Automated Hotel Marketing promotes and recalls previous hotel visitors to

book again and persuade new customers. It will cost Php 350,000. Giving brochures

and catalogs about the hotel is one of the strategies employed by IMC Public

Relations. Influencer marketing is asking influencers to stay for free in exchange for

promoting on their social media platform. An in-employee relations, providing

incentives to workers who share and recommend the hotel to the public. It will cost

Php 150,000.
 Marketing Gantt Chart

ENGAGEMENT CYCLE STAGE                                        TIMETABLE  TIMETABLE  TIMETABLE 

OBJECTIVES   STRATEGY  TACTICS Awareness Search  Alternativ es  Purchase Adv ocate
JULY  AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
week 1 week 2 week 3 week 4 week 1 week 2 week 3 week 4 week 1 week 2 week 3 week 4 week 1 week 2 week 3 week 4 week 1 week 2 week 3 week 4 week 1 week 2 week 3 week 4

1. Making ads in Social Media like

facebook,Instagram and Twitter
Digital Marketing 2. Paid search advertiing dispaly at very top
of the SERPs (Search Engine Results Page)
3. Display ad banner appear on webpages
INTEGRATED
30% increase in sales for the ADVERTISING 1.program an email to be delivered to all guests
MARKETING
year 2022 STRATEGIES two months before the anniversary of their last visit
COMMUNICATIONS
to the hotel.
Automated Hotel Marketing
2.Before important milestone birthdays or holidays,
automatic advertising information is delivered.

Providing discounts to guests who

30% increase is sales for the
year 2022
COMMUNICATIONS
30% increase is sales for the
year 2022
COMMUNICATIONS
Discount
book directly to the hotel.
INTEGRATED
MARKETING
SALES & PROMOTION Posting limited vouchers and coupons on the
STRATEGIES Voucher & Coupon
hotel's Facebook business page.
Providing discounts for guests
Group Booking
who do group bookings.
Give out brochures and catalogues
Brochure and Catalogs
to crowded places.
INTEGRATED Invite influencers to stay at the hotel for free in
MARKETING
PUBLICITY & PUBLIC INFLUENCER
RELATIONS STRATEGIES exchange
MARKETING
for posting on their social media platforms.
Give incentive to employees that share and
Employee relations
recommend the hotel to the public

Table 20

The Citi Park Hotel will use digital marketing to boost sales by 30%. The initial phase

will be to develop advertisements on social media platforms like Facebook, Instagram, and

Twitter, followed by paid search advertising at the top of the SERPs, and ultimately ad

banners on websites. This will help the company boost customer awareness, and it will take

place every day from July through December 2022, with updates posted around the hotel.

They devised a system in which all guests receive an email two months before their previous

stay. The next is when automated advertising information is sent out right before a key

birthday or holiday. From 9 a.m. This strategy will be used till 5 a.m.

Guests that make a reservation as soon as possible will receive special savings. The discount

will only be given if the visitor stays in the accommodation for at least two nights. The hotels

will provide discounts and coupons that can only be obtained by visiting their official Facebook

page. A complimentary one-night stay at the hotel as well as two complementary supper or
lunch meals in the hotel restaurant are required for the discounts and certificates. Guests who

book more than five rooms will receive a discount from the hotel. One of the group booking

discounts available to visitors is reserving the hotel's largest event space with a couple rooms.

From July through December 2022

In busy regions, Citi Park will print and distribute leaflets and catalogs. This event will

take place every Monday, Wednesday, and Friday to help the company boost customers

awareness. The idea is to utilize brochures to attract new potential clients to malls and

airports. This plan will be implemented by requesting that influencers stay at their hotel for free

in exchange for social media promotion on the influencer's Facebook, Instagram, and TikTok

accounts. July and September. To increase the number of customers who stay at the hotel,

promote, and recommend it to others, and drive engagement cycle choices. It will happen

every day from July until December.

Socio Economic Desirability of the Plan

Citi Park Hotel's marketing plan is concerned with more than just profits; it is

also concerned with community betterment. Customers, employees, rivals, the

government, distributors, and even future scholars are all part of the communities that

are involved.
 Socio-Economic Desirability of the Plan
SECTORS BENEFITS OUTCOMES

CUSTOMERS • Provide Escape from • Customer

Everyday Life engagement

COMMUNITY • community • increase capital

development investment
• growth
WORKERS • career opportunities • decent perks
• good income
• good employee
relationship
COMPETITORS • innovation • efficient and effective
• Service differentiation

GOVERNMENT • local taxes • improve Operation of

• property taxes
• lodging taxes
DISTRIBUTORS • airfare, hotel, meals,
and networking events
FUTURE RESEARCHERS • Explore and expand
knowledge in
hospitality industry
the government
• Build long-term
relationships with top
industry suppliers
• New ideas and
experience in
research

Table 21

The impact of a proposed project on the social environment is referred to as

socioeconomic usefulness. This, in turn, delivers multiple benefits for various areas of

the strategy. The consumer sector can benefit from providing a break from regular life.

Thus, customer involvement is one of the possible consequences. A superb getaway

ensures that the consumer will feel more connected to the company for a long time.

Hotels and the travel industry have vital connections with communities from coast to
coast, acting as key components of local economy, employment

possibilities,community. They also stated that hotels contribute to their communities

through increased tax income, capital investment, tourism-related development and

marketing, civic leadership, and philanthropic donations and sponsorship. And the

majority felt that hotels help the areas in which they operate. Hotel employment give

the most opportunities, decent benefits, and earnings in the tourist business.

development, tax income, and growth. Within the tourist business, hotel employment

provides the most opportunities, decent perks, and income. Economic rivalry

motivates businesses to constantly inventing and improving their productivity in order

to remain efficient and effective and stay in the race to acquire new customers. Hotels

distinguish their goods by marketing distinct characteristics and services and compete

on grounds other than price. The fiscal effect refers to all federal, state, and municipal

taxes that will be collected as a result of the new hotel's development and operation.

Any sales taxes received in connection with hotel generated income, as well as all

payroll related taxes collected from full-time hotel employees and temporary

construction workers, are included in taxes. Local governments will also collect new

property taxes as a result of the hotel's operation. Lodging taxes will also be used by

many municipal governments to generate cash. Qualified distributors will be provided

with travel, hotel accommodations, meals, and networking opportunities that have

been meticulously planned to ensure that your time away from the office is well spent.

During networking events, you will have the opportunity to form long-term partnerships

with major industry suppliers. Future researchers will be expose to new concept of

business that enables them to expand their knowledge and ideas in hospitality
industry.
 CHAPTER IX

CONCLUSION AND RECOMMENDATIONS

CONCLUSION

This portion of your research paper is crucial since it summarizes everything

your research paper covers in a much more compact manner. It also refers to the end

of a study work. Conclusions are the researcher's interpretation of the important

results concerning the study topic; they focus on explaining the research's major

aspects and notable outcomes. It also stresses to your readers the importance of your

study once they have read it. On the other hand, recommendations are utilized to

produce action or solutions to the concerns mentioned in your research report. Your

recommendations emphasize solutions and procedures to be adopted based on the

findings of your investigation.

For the entire marketing plan, the team uses a mix of Market Segmentation and

Digital presence as the base for the theory. Since the hotel is placed in a great

location, they have a lot of competition around the area. So, the establishing of the

brand’s presence in the digital world is very important. Basing on the status of the

hotel in the digital world, they have a lot of specific things to improve on especially the

website of the hotel. The hotel lacks also in social media engagement knowing that the

hotel has an active Facebook page and as knowing the number of likes on the page

they lack engagement with the customers.

 However, the hotel has a huge potential especially with the opening of the new

wing of the hotel within the year. The hotel’s location is in the middle of the biggest

malls in Cebu. With the where the hotel is located, they will surely need to provide 5-

star hotel service to the customer to have a memorable stay. If the hotel truly invests

for the improvement for their digital presence this will surely boost the ratings and

bookings for the hotel.

Recommendations

• To attain goals in this market, they should give a unique visitor experience and

empower employees to provide outstanding service. As soon as possible, make

contact with the visitor. This allows you to set the tone for the guest's stay and

collect critical information about them before they ever arrive on your property.

The hotel must demonstrate a dedication to client service while also reinforcing

the brand promise and reputation. Customer loyalty is critical to the profitability

of any hotel, but in today's competitive industry, loyalty is becoming increasingly

difficult to sustain. That is why it is critical for hoteliers to focus on techniques

that identify and reward repeat customers. Text and voice are already

transforming home technology, from mobile phones to kitchen appliances to

automobiles. It is now having an influence on the hotel sector by enabling for a

better and more adaptable visitor experience.

• Citi Park hotel must increase their digital presence. Looking at other hotel's
 around the area their website and social media pages is very active. Since we

are in the new generation of improved technology the hotel must take

advantage if they want to be the top hotel in the area

• In hotel industry, Implementing the appropriate technological platform

capabilities, such as a next-generation system and service optimization

solution, is required for reaching a high level of performance with guest

experience. It is also critical to have the appropriate organizational resources,

implementing the appropriate guest-centric strategies and procedures, and

developing a guest-centric culture throughout the business.

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PERSONAL INFORMATION

NAME: Jefferson Andrew D. Guillemer

ADDRESS: 39 P. del Rosario Ext. Cebu City
AGE: 20
CIVIL STATUS: Single SEX: Male
DATE OF BIRTH: November 25,2000 CITIZENSHIP: Filipino
RELIGION: Roman Catholic PLACE OF BIRTH: Cebu City
CONTACT NO.: 09178688815
EMAIL ADDRESS: jeffersonandrewdy08@gmail.com

EDUCATIONAL BACKGROUND

Level Degree / Name of Institution Year Graduated

COLLEGE BSBA - MM Undergraduate

University of San Jose-Recoletos
Magallanes St. Cebu City

SENIOR HIGH Diploma in Senior High 2019

University of San Jose-Recoletos
Basak Pardo, Cebu City

JUNIOR HIGH Certificate of Completion 2017

Cebu Eastern College
Leon Kilat St. Cebu City

ORGANIZATION AND AFFILIATION

Junior Executive Marketers Society

Member
University of San Jose-Recoletos
S.Y. 2019- Present
 PERSONAL INFORMATION

NAME: Ivy Grace Panulde

ADDRESS: Sitio Cacao Kinasang - an Cebu City
AGE: 22
CIVIL STATUS: Single SEX: Female
DATE OF BIRTH: Marc 29,2000 CITIZENSHIP: Filipino
RELIGION: Roman Catholic PLACE OF BIRTH: Balamban Cebu
CONTACT NO.: 09222670598
EMAIL ADDRESS: Ivygracedayanan@yahoo.com

EDUCATIONAL BACKGROUND

Level Degree / Name of Institution Year

Graduated

COLLEGE BSBA - MM Undergraduate

University of San Jose-Recoletos
Magallanes St. Cebu City
SENIOR HIGH Diploma in Senior High 2019
University of San Jose – Recoletos
Basak, Pardo, Cebu City, Cebu 6000
JUNIOR HIGH Certificate of Completion 2017
Sae Young Christian School
F. Jaca Street Pardo Cebu City

ORGANIZATION AND AFFILIATION

Junior Executive Marketers Society

Vice President for Planning
University of San Jose-Recoletos
2021 - Present
PERSONAL INFORMATION

NAME: Joshua Tagra

ADDRESS: Block 21 Lot 19 Grand Terrace Subdivision
Casili Consolacion Cebu
AGE: 22
CIVIL STATUS: Single SEX: Male
DATE OF BIRTH: November 7,1999 CITIZENSHIP: Filipino
RELIGION: Roman Catholic PLACE OF BIRTH: Cebu City
CONTACT NO.: 09776364979
EMAIL ADDRESS: joshuatagra087@gmail.com

EDUCATIONAL BACKGROUND

Level Degree / Name of Institution Year Graduated

COLLEGE BSBA - MM Undergraduate

University of San Jose-Recoletos
Magallanes St. Cebu City
Diploma in Senior High Academia del
SENIOR HIGH 2019
Christifidelis Tayud Lilo-an, Cebu
Accounting, Business and
Management Strand
JUNIOR HIGH Certificate of Completion 2017
Saint Joseph College
Maasin City, Southern Leyte

ORGANIZATION AND AFFILIATION

Junior Executive Marketers Society

Member
University of San Jose-Recoletos
S.Y. 2019- Present
PERSONAL INFORMATION

NAME: Karl Jansen Tiu

ADDRESS: 38 A Kawit St. Cebu City
AGE: 21
CIVIL STATUS: Single SEX: Male
DATE OF BIRTH: May 28,2001 CITIZENSHIP: Filipino
RELIGION: Roman Catholic PLACE OF BIRTH: Cebu City
CONTACT NO.: 09566077376
EMAIL ADDRESS: karljansentiu@yahoo.com

EDUCATIONAL BACKGROUND

Level Degree / Name of Institution Year Graduated

COLLEGE BSBA - MM Undergraduate

University of San Jose-Recoletos
Magallanes St. Cebu City

SENIOR HIGH Diploma in Senior High 2019

Cebu Eastern College
Leon Kilat St. Cebu City
JUNIOR HIGH Certificate of Completion 2017
Cebu Eastern College
Leon Kilat St. Cebu City

ORGANIZATION AND AFFILIATION

Junior Executive Marketers Society

Member
University of San Jose-Recoletos
S.Y. 2019- Present