QUANTITATIVE ANALYSIS OF MARKETING METHODS USED BY SMALL

AUTOMOBILE INDUSTRIES IN TALISAY CITY

A Quantitative Research Presented to

the Senior High School Department

Asian College of Technology - Bulacao

Talisay City, Cebu, Philippines

In Partial Fulfillment

of the Requirements for the Course

APLD 03 – Practical Research 2

By

AMIEL BENEDICT CASTAÑARES

MARIA PAMELA G. CAYLAN

VINCE ABIGAIL T. CENIZA

JAZZEL ADRIENNE V. DAAPONG

KLARISSE CAITLIN B. DORMIDO

RUFELS CHRISTIAN F. CATUBAY, LPT

Research Instructor/Adviser

December 2021
 ACKNOWLEDGEMENT

With outmost gratitude, the researchers would like to thank the significant

individuals who have genuinely extended a helping hand and motivated the

researchers in the completion of this study.

First off, the researchers would like to sincerely thank almighty God for the

wisdom, strength, knowledge, and guidance that He bestowed in order to complete

this research

The researchers dearly loved families and friends for their boundless

support, trust, motivation, and encouragement which helped them confidently

completing this research.

Above all, the researchers would like to express their sincere gratitude to their

research Instructor Mr. Rufels Christian F. Catubay for the unwavering support

throughout the semester, for sharing his expertise, constant guidance, patience,

honest feedbacks that helped them explore and understand the study, and the for

the encouragements that made the study possible.

To this extent, with the help of the people who gave interest in the study, the

researchers have successfully completed this study with a proud and grateful

heart. Thank you and Godbless!

i
 DEDICATION

The researcher earnestly dedicates this study to:

The Almighty God, creator and the sustainer of this world

Beloved parents of the researchers for their unwavering spiritual and moral

support, as well as their unyielding love for this research study.

ii
 ABSTRACT

TITLE : QUANTITATIVE ANALYSIS OF MARKETING METHOD

USED BY SMALL AUTOMOBILE INDUSTRIES IN TALISAY

Researchers : Amiel Benedict Castanares

Maria Pamela Caylan

Vince Abigail Ceniza

Jazzel Adrienne V. Daapong

Klarisse Caitlin Dormido
Degree : Science Technology Engineering Mathematics

School : Asian College of Technology

Adviser : Rufels Christian F. Catubay

Date Completed : December 15, 2021

The purpose of this study was to analyze the Marketing Strategies utilized

by the Small Automobile Industries located in Talisay City.

The results of the descriptive survey method, which included 13

questionnaires, a percentage calculation, and a Likert Scale, revealed that small

automobile shops used various marketing strategies.

The researchers concluded that smallest automobile industries in Talisay

City have chosen online marketing as their leading marketing strategy in this time

of pandemic.

iii
Table of Contents

Title Page .........................................................................................................................................................................................................

Acknowledgement ....................................................................................................................................................................................... i
Dedication ..................................................................................................................................................................................................... ii
Abstract ......................................................................................................................................................................................................... iii
Table of Conte nts .................................................................................................................................................................................... iv-v

CHAPTER I: THE PROBLEM AND ITS SCOPE .......................................................................................................................................... 1

Rationale ........................................................................................................................................................................................................ 1
Theoretical Background .............................................................................................................................................................................. 4
Theoretical Framework ............................................................................................................................................................................... 5
Statement of the Problem .......................................................................................................................................................................... 7
Significance of the Study ............................................................................................................................................................................ 8
Scope and Delimit ation................................................................................................................................................................................ 9
Definition of Terms ....................................................................................................................................................................................10

CHAPTER II: REVIEW OF RELATED LITERSTURES AND STUDIES ....................................................................................................11

CHAPTER III RESEARCH METHODOLOGY.............................................................................................................................................19
Research Design .........................................................................................................................................................................................19
Research Environment ..............................................................................................................................................................................19
Research Respondents .............................................................................................................................................................................19
Research Instrument .................................................................................................................................................................................20
Research Procedure ...................................................................................................................................................................................20
CHAPTER IV PRESENTATION,ANALYSIS, AND INTERPRETATION OF DATA .................................................................................21
Table 1...........................................................................................................................................................................................................21
Table 2...........................................................................................................................................................................................................22
Table 3...........................................................................................................................................................................................................23
Figure 1 .........................................................................................................................................................................................................24
Figure 2.1......................................................................................................................................................................................................25
Figure 2.2......................................................................................................................................................................................................26
CHAPTER V:SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS ........................................................................................28
Summary ......................................................................................................................................................................................................28
Findings.........................................................................................................................................................................................................29
iv
Conclusion....................................................................................................................................................................................................29
Recommendations .....................................................................................................................................................................................30
REFERENCES ................................................................................................................................................................................................31
APPENDICE ..................................................................................................................................................................................................33
CURRICULUM VITAE .................................................................................................................................................................................37

v
 C H A PTER I
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
Rationale

Automobiles represent freedom and economic growth. It helps us and

allows us to live, work, and play in ways that were unimaginable centuries ago.

It benefits the quality of life. This industry is one of the greatest engines of

economic growth within the country, including Cebu and Talisay City.

Historically, the automobile industry has contributed more than PHP300 billion,

or 4%, of the country's total gross domestic product (GDP). This means that

the marketing methods used were effective to make consumers interested in

automobiles. This study is important to investigate as it can help small

automobiles improve their marketing strategy and how it will benefit the quality

of life of the people/consumers living within the area. It also supports

organizations with the insight and data to manufacture, conceptualize and

customize vehicles to the desires and perception of the customers to help

generate more sales.

As it is known, in the first half-century, automobiles were invented by a lot

of figures who played a part in its history, along the lines of Karl Benz, George

Baldwin, Nicholas Cugnot, etc. But as the years and centuries passed by,

various changes were made to self-powered vehicles so they were better

suited to human abilities. Today, the automobile industry that paved the way

for easy and large-scale city living is innovating within itself. As we take on

innovation, the marketing methods of this industry are

1
improving as well. At the broadest level, a marketing strategy is a set of

decisions that an organization makes in order to produce goods and services

that are valuable to customers and, hence, enable it to achieve specific goals.

Even in the car sector, marketing is crucial. The most essential concerns in

strategic marketing are how demand and supply-side factors affect a

company's marketing strategy. A company's struggle to keep up with a

changing client landscape that is increasingly reliant on digital interactions is

causing a marketing revolution. Some businesses are finding it difficult to keep

up with the pace of change.

According to Nolan A. and Delandro T. (2021), a source of auto industry

information, supply chain issues, inadequate supply of auto parts, and low

vehicle inventory have resulted in the slowest car sales month of the year.

September was not just one of the slowest months of the year, but the third

quarter was also down 13% from 2020. Despite the pandemic's impact on

vehicle sales earlier this year, demand is rising again. The automotive industry

may connect with the target demographic and gain new clients through a well-

executed marketing campaign. Not only does this draw the attention of people

towards the brand, but it may also arouse people's interest in the company.

2
 Manufacturers of all kinds seek to achieve continuous quality improvement

to ensure the sustainability of their products. A company needs to have a

sufficient strategy in place for improving the knowledge within team members

and having a better knowledge pool. The overall purpose of the study is to help

the small automobile industry in Talisay City create an effective marketing

strategy to engage more consumers and be more engrossed in their small

automobile shop.

3
Theoretical Background

This study, "Quantitative Analysis of Marketing Methods used by

Small Automobile Industries in Talisay City" will be anchored to Jerome

McCarthy's Marketing Mix Concept, which is an important aspect of

marketing theory. According to the article by Benson P. Shapiro, the

marketing mix concept is an integrated whole, which gives some factors

that can explain why some programs succeed and others fail. It also helps

to increase the individuals' capacity to predict which program would fail and

which will not.

One of the most well-known marketing terms is the marketing mix.

Price, place, product, and promotion were all used to describe this concept,

which was also known as 4ps. The firm blends these controllable tactical

marketing tools to produce the response it needs in the target market,

according to Kotler and Armstrong (2011). Furthermore, companies utilize

the 4 Ps to figure out what their customers want from them, how their

product or service fulfills or fails to satisfy those demands, how their

product or service is viewed in the world, how they differentiate themselves

from their competitors, and how they engage with their customers. This

concept can be used to evaluate the marketing strategies of small

automobile Industries and will also contribute in improving the marketing

strategies of the small automobile industry, with the goal of increasing

sales and ensuring the industry's long-term sustainability.

4
Theoretical Framework

Paradigm of the Study

Input Process Output

 The marketing
methods used
by the small
Automobile
Companies.
Marketing methods
used by small
automobile Industry
 The impact of Analysis of the
and its improvement.
the company’s gathered data
marketing through survey
strategy in
the sales and
sustainability in
the automobile
industry

Figure 1: IPO Model of Quantitative Analysis of Marketing Methods used by Small

Automobile Industries in Talisay City.

5
 Marketing strategy helps in the formation of profitable goods and services.

Knowing whether the company's present marketing strategy has a detrimental or

positive impact on sales and sustainability in the automobile sector will benefit in

analyzing the flaws in their strategy. In addition to this, a survey will be used to

obtain data in order to analyze the marketing tactics employed by small automobile

companies. Identifying the flaws in a company's marketing approaches will be

simple using the marketing mix concept as one of the ways to assess the strategies

utilized by the company.

It's all about precise planning and flawless execution when it comes to

marketing. The product to be sold, the price at which the product will be offered,

the product's route of distribution, and the tactics for advertising the product to be

sold are all factors that must be included in marketing plans. The 4Ps, or product,

pricing, place, and promotion, when combined, form a perfect marketing mix. Any

change in one P has an impact on the others. Between the firm and the market,

the 4Ps create a balance.

In order for small companies to have an impact in the automobile Industry.

The four elements of Jerome McCarthy's marketing mix can be used to help

organizations decide how to bring a new proposition to market or to test their

current marketing strategy.

6
Statement of the Problem

This study aims to analyze the marketing strategies used by small

automobile industry owners in Talisay City during the pandemic. The result of the

study would serve as the basis of the guidelines in the development of small

automobile industries.

In particular, this research will seek to answer the following questions:

1. What is the description of the automobile industries in terms of:

1.1 employee population;

1.2 daily income; and

1.3 years of operation?

2. What are the marketing strategies used by small automobile businesses before

and during the pandemic?

3. How does marketing strategy impact the sales and sustainability of the

4. Based on the results of the study, what strategies should be considered by

automobile industries to improve sales and profit?

7
Significance of the Study

This study has a purposive goal for the small automobile Industries in

Talisay City. This study will be of great importance to the following:

Automobile industries: Small automobile industries will greatly benefit

from this study as they will gain more knowledge and information on how they can

improve their marketing strategies. It can also help small automobile industries

increase their sales and profit.

Workers: This will provide employees ideas on how they can take proper

action when it comes to providing the best for their automobile shop and their

consumers.

Consumers: This study will provide the marketing strategies used by small

automobile industries. The findings of this study will offer consumers great service.

In result, automobile shops will be able to meet the demand of consumers and

consumers will put their trust and interest towards automobile industries.

Future researchers: Researchers who will be interested in studying this

field will benefit from this study as it will provide them more knowledge on how the

marketing methods of small automobile industries work. The results of the study

will serve as their guide to explore more on this area of study.

8
Scope and Delimitation

The coverage of this study is to analyze the marketing methods used by the

small automobile industries in Talisay City. By determining the methods used by

the small automobile companies can help in improving their marketing strategies,

hence boosting their sales and sustainability in the automobile industry.

This study is delimited to the small automobile companies around Talisay

City and may not be generalized to other cities. The marketing methods used by

the small companies will be analyzed in the basis of the company’s description of

employee population, daily income, and years of operation. In addition to this, the

study is delimited to the methods, strategies, customer service of the company,

consumer satisfaction, and correlations that exist between product quality and

consumer satisfaction.

Automobile companies that employ a hundred or more individuals with high

daily income will not be included. This study will only focus in small automobile

companies around Talisay City. To sum up, this study is delimited only in analyzing

the marketing methods used by the small automobile Industry in Talisay City.

9
Definition of Terms

The definition of terms will help to define some of the difficult words that

might be encountered by anyone in the study. The following main terms are

defined conceptually and operationally.

Automobile Industry - It is a wide range of companies that sells self-

powered vehicles, including passenger cars, trucks, farm equipment, and other

commercial vehicles.

Marketing strategy – It refers to a company's overall strategy for reaching

out to potential customers and converting them into legitimate clients. A marketing

strategy is a plan that a company should have in place to help them grow their

business.

Small business - It is a privately held corporation with fewer workers and

lower annual revenue than a corporation or a regular-sized company.

Consumer - An individual person or a group of people who buy or use

products and services for personal consumption only. Consumers are important

because they create revenue; without them, businesses would cease to exist.

10
 Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter gives an overview of the preceding and related literature that

the researchers have read in order to gain a better understanding of the topic at

hand. It will present ideas and theories that will help in the understanding of the

research.

Small Business in the Automobile Industry

A study proposed by Alves, J. L. S., & de Medeiros, D. D. (2015) entitled

"Eco-efficiency in micro-enterprises and small firms: a case study in the

automotive services sector" states that a significant number of small and micro-

enterprises worldwide could make important contributions to the global economy.

Small businesses are responsible for the majority of positive aspects of the

industry, as well as the majority of negative environmental repercussions

(Fernández-Vié et al., 2010; Andrade L. et al., 2012). Small businesses do not

have major economic or environmental impacts on their own, but when they are

together, they have a significant influence (Klewitz and Hansen, 2014). Small

companies in the automobile industry, unlike large corporations, may not make a

significant impact on their own. However, these businesses are still relevant and

important in the industry, particularly when small businesses band together and

use a smart marketing strategy to achieve long-term sustainability in the

automobile industry.

11
 Marketing strategies are essential for every business, no matter what

industry you’re in. Strategic planning might have had a considerable effect on a

small business in the automobile industry and would promote growth into a huge

success. In the study proposed by Miller, Nancy J.; Besser, Terry L.; Sattler Weber,

Sandra (2010) entitled “Networking as marketing strategy: a case study of

small community businesses.” Small businesses were defined as those with

less than 20 workers and yearly sales of less than $1 million. It was also stated

how small business owners build and manage personal relationships with

particular individuals in their surroundings considering most small businesses only

have limited employees. With that being said, creating a good bond with the

employees can be one of the factors that is needed to be analyzed in order to know

if a small business has a good marketing strategy. Furthermore. Good bonds can

be seen as a way in creating a great teamwork which can help in boosting the

small business morale. Given their limited financial resources and time to conduct

market research, network members must work together to promote benefits for

small or individual businesses.

In comparison to larger companies, small businesses have fewer resources

and employees. It's never possible to establish a business in a different field,

especially in the automobile industry. According to the book by P. Nieuwenhuis

and J. Wells (2015, p. 17). The automotive business is one of the major

manufacturing industries in the world, according to reports. It has a significant

economic impact on the global economy. Knowing the advantages of starting a

12
business in the automobile industry is a great idea. However, there are numerous

factors to consider when it comes to beginning a business. This is particularly true

when starting a company in the automotive industry. However, it can also be

stressful opening up a business and starting as small, especially when entering

the automobile Industry.

In accordance with the study of Wells, P. (2013) There is considerable

literature on the automotive industry's social impact and the economic challenges

it faces. These collections of literature, on the other hand, are often incomplete:

they focus on only one or two areas of the industry and/or the product and do not

cover the entire business. However, the major problem with the automobile

industry is that it is not profitable enough, especially given its high capital intensity.

The real problem is that the gap between the production system and the market it

is designed to serve is expanding. As a result, some automobile businesses

remain small. It is a fact that an automobile is a complex product that brings

together various production processes on a single platform (Antani, 2014). Rapidly

evolving and changing customer requests in the automotive industry have recently

directed businesses to devote more effort to keep their positions for the future. The

complexity of products in the automotive industry is generally very high, and to

strengthen their position, employing a proactive failure prevention decision support

system (DSS) that will predict and quantify the risk of failures in the workstations

caused by high complexity. In relation to this, the more effective and great

marketing plan a small automobile business can create by promoting them

13
business and generating interest in their business, especially the automobile,

which is still unfamiliar to the majority of people, the higher the chance of increasing

their sales and profit.

In addition, COVID-19's unanticipated attack also had a major impact on

human lives and economies. The number of active businesses has already

reached its lowest point. As a result, the supply chain was interrupted, causing

global trade to weaken. The pandemic's impact on small businesses and

employees has altered overall business strategies in the face of economic

imbalance (Kalogiannidis, S, 2020). This may be difficult for small businesses in

the automobile industry to develop and they would be forced to create a new

marketing strategy.

The common viewpoint of the studies is that small companies do not mean

that they are weak and irrelevant in any particular industry they are in. As long as

these small companies band together, they will make a difference in the industry.

However, teaming up is not enough to maintain its sustainability in the industry. In

order to have long-term sustainability in the industry as a small company, analyzing

and strengthening their marketing methods will benefit the small companies.

Marketing is one of the factors that will help a small business have stable

sustainability and good profit. Especially businesses under a complex industry like

the automobile Industry.

14
Marketing Methods

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019) define marketing

strategy as a construct that is relevant to the practice of marketing and is at the

intellectual center when it comes to the development of a business. of automobile

industries are that it can attract a variety of consumers and The significance of

planning, developing, and testing marketing strategies in the field can help

automobile companies determine the demands of consumers when it comes to

vehicles. In addition, a well-planned marketing strategy helps increase sales and

sustainability of small automobile industries. In relation, both studies gave

importance in marketing strategies since it plays a significant role in the field of the

automobile companies, analyzing one's strategy might assist in identifying flaws

and areas for improvement in order to achieve better results.

Giesler, M. (2013) defined marketing as the activity, collection of

institutions, and procedures for developing, promoting, delivering, and exchanging

value-added offerings for customers, clients, partners, and society as a whole.

Marketing as research is the function that connects the consumer, customer, and

general public to the marketer through data— data that is used to identify and

define marketing opportunities and problems, generate, refine, and evaluate

marketing actions, track marketing performance, and improve understanding of

marketing as a process. Marketing research defines the information needed to

address these issues, plans the data collection process, oversees and implements

it, analyzes the results, and conveys the findings and their consequences. In

relation, Marketing as research is the function that uses data to connect

15
consumers, customers, and the general public to marketers. This data can be

utilized to analyze and define marketing opportunities and problems. It would be

easier to assess small automobile businesses' marketing strategy if data was

collected from companies based on their marketing research.

In the study proposed by Jamal, Z. B., (2014) titled “Cross-cultural impact

on marketing strategies: A study on the automobile industry” mentioned in

their study that companies are growing their trade exercises in numerous nations

in this period of globalization. Business encounters a variety of hurdles during this

process, where cultural barriers play an imperative part. To build marketing

strategies, businesses must first comprehend the new market's culture and the

cultural components that are important to them. The significance of planning and

testing marketing strategies in the field can benefit automobile manufacturers in

determining consumer preferences for vehicles. It's also important to consider the

culture of the new market and the cultural aspects that are essential to them.

Everything from product design to marketing is influenced by cultural factors. In

relation to the present study, it's necessary to take into consideration the various

strategies that small automobile companies might apply. Since corporations pay

more attention to cultural elements such as language, religion, social customs and

values, education, and lifestyle, cultural marketing strategies may have enabled

the growth of company marketing strategies especially in the automobile sector.

16
 Marketing strategies can be based on culture, capacity, and situational

factors. Since the beginning of 2020, the entire world has been afflicted by a virus

that has taken a toll on workers and small businesses worldwide. As a result, while

the majority of firms were forced to close, others continued to operate and

developed innovative marketing methods to boost sales and profits despite the

pandemic. Online marketing may be the most widely used marketing method right

now. According to "The online connection: transforming marketing strategy

for small businesses, “by Harris, L. and Rae, A. (2010) social media and online

marketing strategy play a significant part in the development and future of small

businesses and their marketing strategies. In today’s modern corporate setting,

especially in this time of pandemic, an online marketing strategy is more likely to

prevail.

Online marketing, especially in today's environment, may have a big impact

on small businesses. Maintaining the long-term effect of your marketing plan, on

the other hand, will be tough. However, applying the concept of marketing mix can

be essential in the long term effectiveness of marketing strategies. Based on the

study “The Long-Term Effect of Marketing Strategy on Brand Sales.” by

Ataman MB, Van Heerde HJ, Mela CF. (2010) Hundreds of billions of dollars are

spent annually by businesses to apply their marketing plan in order to achieve the

marketing strategy's long-term effect on brand performance. It was also stated how

marketing strategies have a beneficial impact on sales, especially when the

marketing mix is appropriately implemented, and firms have a better chance of

having a long-term impact on brand sales. In relation to the present study, they’re

17
both giving importance of the marketing mix concept. The 4Ps, or marketing mix,

which includes price, place, product, and promotion, contributes in the long-term

viability and improvement of firms, particularly smaller ones.

Small businesses are essential to the economy's success. It is well

acknowledged that small and large businesses have different marketing strategy

relationships. Small businesses frequently have different and less aggressive

goals than major corporations. Hence, small businesses need to create great

marketing strategies to strengthen their market. "Marketing is the creative use of

truth" (Philip Kotler, n.d.) Great marketing does more than describe products and

services; it appeals to latent human desires with complexity and precision. In

addition, according to the study of Fifield, P. (2012) Marketing strategy removes

the complexity and terminology that accompanies what should be one of the most

basic elements of modern business. It was also mentioned that marketing and

strategy are about people's relationships. The increased emphasis on strategic

marketing is exciting, and it should help us better grasp key marketing strategy

relationships.

This concludes how marketing strategies can play an important role in the

success of small automobile businesses. Small businesses are important to the

economy's development, and analyzing their marketing strategies can help them

improve. Furthermore, when developing effective marketing strategies, a variety of

marketing methods should be considered.

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 CHAPTER III

RESEARCH METHODOLOGY

This chapter focuses on the strategies and methodology used in the study.

It Includes the Research Design, Research Environment, Research Respondents,

Research Instrument, and Research Procedure. The preceding will be discussed

in order to provide readers with an understanding of why these methods were

adopted.

Research Design

The researchers utilized the descriptive survey method to determine the

marketing strategies of small automobile industries before and during the

pandemic. The results of the respondents' small automobile shop marketing

strategies were obtained through the use of Quantitative Research.

Research Environment

The locale of this study is within Talisay City, a 3rd class component city in

the province of Cebu, Philippines. Tabunok area is where various public markets,

automobile shops, and commercial businesses are located. It is also where much

of Talisay's commerce takes place.

Research Respondents

The respondents of the research study are the employees of different small

automobile companies around Talisay City. The researchers acquired the

gathered data by using questionnaires through Google Forms regarding each

19
companies' marketing strategies. The respondents are selected through a

purposive sampling method.

Research Instrument

The researchers used a survey questionnaire via google form to collect

the necessary data that can be used to analyze the marketing methods of the

small automobile companies. The survey questionnaire contained twelve (12)

questions that are based on marketing strategies. The questionnaire provided by

the research was to determine the marketing strategies' efficacy, as well as the

years of service, sales and income of the selected small automobile companies.

Research Procedure

Gathering of Data. The data for this study was gathered through a Survey

questionnaire to analyze the marketing methods applied by small automobile

companies. The questionnaire comprises 13 questions that are used to determine

the marketing techniques implemented by companies and its efficacy. Afterwards,

upon requesting the respondents which are the employees of the small automobile

companies to complete the questionnaire, the researchers provided a letter of

consent as approval to conduct the study. Since it involves confidential information

about the small automobile businesses and their marketing strategies.

Treatment of Data. The researcher will utilize tabulation and narrative for the data

analysis. In addition, the data will be subjected to a statistical technique for

interpretation and analysis.

20
 CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents, analyses and interprets the data. The data acquired

from small automobile businesses in the Talisay City area.

Table 1
The description of the automobile industries in terms of employee
population

Range Frequency Percent

1-9 employees 14 70%

10-99 employees 5 25%

100-199 employees 1 5%
Total 20 100%

Table 1 presents the frequency of small automobile industries in terms of

employee population. This table implies that most small automobile shops have a

range of 1-9 employees. This also means that some small automobile industries

involve little amount of employees as the frequency of 100-199 employees is low.

However, the frequency of 10-99 employees is a good amount despite being a

small automobile industry. Jerome McCarthy's Marketing Mix which involves the

price, place, product, and promotion, also known as 4Ps, helps in the sustainability

and improvement of businesses, especially smaller ones. Good marketing

strategies implemented by small automobile industries will result in the growth of

the business as well as its employee population.

21
 Table 2

The description of the automobile industries in terms of daily income

Range Frequency Percent

Less and equal to 3,000 6 30%

3,000 - 15,000 7 35%

15,000 - 100,000 7 35%

Total 20 100%

Table 2 illustrates the automobile industry's daily income. The table

presents earning performance of automobile owners/employees in a period of

time, in the basis of the data gathered we will be able to determine the profitability,

efficiency, and expenditure in a selected automobile establishment. The table

shows that 35% of the automobile companies gain daily income at a range of

15,000-100,000, also 35% in 3,000-15,000 and a slight gap at less or equal to

3,000, who had 30%. As a result, it is safe to say that 70% of automobile

companies earn between 3,000 to 100,000 as their daily income, implying that at

least 70% of them are profitable and has enough funds in paying their expenses.

22
 Table 3

The automobile industries in terms of years of operation

Range Frequency Percent

1-4 years 8 40%

5-16 years 10 50%

16-20+ years 2 10%

Total 20 100%

Table 3 shows the years of operation of small automobile companies in

Talisay City. As can be seen from this table, 50% had a range of 5–16 years of

operation, while 40% had only started, which is 1-4 years, and the longest-running,

which is 16–20 years, had only 10%. The overall result of this table reveals that

the majority of years of operation ranges from 1–16 years, with at least 90%

combined. Based on the results, the company's current marketing strategy has

either ineffective or positive impact on sales and long-term sustainability in the

automobile sector. However, most small automobile companies have managed to

maintain their sustainability for at least five years, implying that there is a high

probability that small companies applied the concept of Marketing Mix by Jerome

McCarthy. Marketing Mix can help in improving the small automobile industry's

marketing strategies, with the goal of increasing sales and ensuring the industry's

long-term sustainability.

23
 Figure 1

The effectiveness of marketing strategy in the sales and sustainability of

the automobile industry

Figure 1 illustrates the effectiveness of marketing methods in the

automobile industry in terms of sales and sustainability. This data indicates that

35% of respondents find Marketing Strategies Extremely Effective in their Sales,

while the remaining 65% thought it was effective. With this data, it is apparent that

marketing methods have a significant impact on the small automotive market. The

results from the data gathered have shown similarities in the study “ The Long-

Term Effect of Marketing Strategy on Brand Sales” by Ataman, M. Berk; Van

Heerde, Harald J; Mela, Carl F (2010). It was stated that marketing strategies have

a positive impact on sales, especially if the marketing mix is properly applied, and

that businesses have a greater chance of having a long-term impact on brand

sales.

24
 Figure 2.1
the marketing strategies used by small automobile businesses before and
during the pandemic
Before Pandemic

Figure 2.1 presents the frequency of the marketing strategies used by small

automobile businesses during the pandemic. This indicates that the respondents

used a variety of marketing methods. The majority of respondents indicated that

they used creativity in their incentives, followed by keeping up with trends and

having an internet presence. Investing in salespeople, on the other hand, was the

least popular marketing technique among respondents. It demonstrates that one of

the most effective marketing strategies was to be inventive with rewards. The

respondents relied more on being creative with their incentives, keeping up with

the trends, and having online presence as their marketing strategies prior to the

outbreak of the pandemic. Furthermore, approximately 75 percent of the

participants indicated being creative with incentives as the leading business

marketing strategy prior to the outbreak of the pandemic. (see Figure 2.1). Lawler,

E. E., & Hackman, J. R. (1969) Employee

25
involvement is one of the most crucial aspects when it comes to managing a

business. The employees help keep the business running with their people skills,

expertise, dedication, and hard work. Implementation of such incentives results i n

the improvement and increase in employee presence and participation.

Figure 2.2
During Pandemic

Figure 2.2 shows how the respondents' marketing strategy altered during

the pandemic. The majority of the respondents have expanded their online

marketing efforts. Investing in their sales team as a marketing strategy has

decreased from 35% to 20% while establishing incentives has decreased from

75% to 65%. It also shows that 5% of respondents opted to develop other

marketing methods to help increase their sales. On top of that, a couple of the

respondents stated that the pandemic made a significant influence on their sales.

However, by discovering new marketing strategies, like online marketing. It helped

them maintain their sales. Based on Figure 2.1 and 2.2, it is safe to conclude that

the small automobile industry's selected marketing strategy has a significant

impact on sales. Despite the pandemic, these small businesses

26
developed new marketing strategies to stay up with their sales. Online marketing

can be considered one of the most effective marketing strategies for small

companies, since it can improve their promotion.

Jerome McCarthy's Marketing Mix involves promotions that contribute to the

sustainability and improvement of businesses, particularly small industries. Small

automobile industries that use effective marketing strategies will see their

businesses develop. Moreover, Figure 2.2 has shown similarities to the study

conducted by Harris, L. and Rae, A. (2010), "The online connection: transforming

ng marketing strategy for small businesses", which states that social media and

online marketing strategy plays a key role in the development and future of small

businesses and their marketing strategies. Through online marketing, it will help

small automobile industries transform their business into a medium-sized or large-

sized company. The online marketing approach is more likely to create success in

the modern business environment, especially in this

27
 CHAPTER V
SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATIONS

This chapter provides the summary, findings, conclusions and

recommendations of the marketing strategies used by small automobile

companies around Talisay city.

Summary

The study focused on analyzing the marketing strategy of the Small

Automobile Industry in Talisay. Analyzing the marketing strategy can help

influence their efficacy and to find better methods for small automobile

businesses in Talisay City. The participants involved in the study were the

employees from small automobile companies The sampling method used in

selecting the respondents was the method known as the purposive method. The

relevant data was gathered through a questionnaire survey which served as the

research instrument of the study, the questionnaire contained 12 questions. The

statistical tools employed were the range and percentage. The study utilized a

descriptive survey to determine the strategies used by Small Automobile

businesses. The researcher also utilized tabulation and narrative for the data

analysis.

28
Findings

1. In most cases, the small automobile industry employs 1–99 people.

Automobile companies earn between 3,000 and 100,000 every day. While the

majority of the years of operation range from 1–16 years.

2. Prior to the pandemic, the respondents used a variety of marketing methods.

Meanwhile during the pandemic, they expanded more on their online marketing

efforts.

3. Marketing strategies indeed, have a huge impact in the Automobile Industry

especially in their sales.

4. Based on the results, Online marketing should be considered as a strategy for

the automobile Industry especially this time of pandemic. In addition, Jerome

McCarthy's marketing mix should also be considered, hence it is effective for the

small automobile industry to boost profit and sales when properly implemented.

Conclusion

The majority of marketing methods utilized by small automobile

businesses are online marketing. The most common strategy they utilize to

promote their business is to use the internet or social media as a platform. Since

the pandemic has limited face-to-face interaction these days, small businesses

have taken advantage of the internet to help promote their businesses and reach

new markets. Furthermore, the majority of people nowadays are connected to

the internet, it will be easier for small businesses to gain new customers across

the country.

29
 Recommendations

The following recommendations are hereby presented based on the

findings and conclusion:

Small Automobile Businesses

1. Online marketing is strongly recommended as one of the marketing

methods, hence it can help a lot in promotions.

2. Apply the marketing mix concept by Jerome McCarthy in creating a

Marketing Strategy.

Future Researchers

1. Future Researchers may include factors on how marketing

strategies influence the Small Automobile Industry.

2. Add more factors that Small Automobile consider as a basis in

creating Marketing Strategies

30
 REFERENCES

Alves, J. L. S., & de Medeiros, D. D. (2015).

Eco-efficiency in micro-enterprises and small firms: a case study in the

automotive services sector. Journal of Cleaner Production, 108, 595-602.

Ataman, M. Berk; Van Heerde, Harald J; Mela, Carl F (2010).

The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of

Marketing Research

Fifield, P. (2012). Marketing strategy.

Harris, Lisa; Rae, Alan (2010). The online connection: transforming

marketing strategy for small businesses.

Jamal, Z. B. (2014, October). Cross-cultural impact on marketing strategies:

A study on the automobile industry. In International Conference on

Business, Law and Corporate Social Responsibility (pp. 69-73).

Kalogiannidis, S. (2020). Covid Impact on Small Business. International

Journal of Social Science and Economics Invention, 6(12), 387 to 391.

Marketing, R., & Giesler, M. (2013). Definitions of Marketing.

Disponible en:[4 de junio de 2009].

Miller, Nancy & Besser, Terry & Weber, Sandra. (2010).

Networking as marketing strategy: A case study of small community

businesses. Qualitative Market Research: An International Journal. 13.

253-270.

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Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019, January 15).

Research in marketing strategy. Journal of the Academy of Marketi ng

Science. Springer New York LLC.

Unver, Berna; Kabak,Topcu, Y. Altinisik, Armagan; Cavusoglu, Ozcan (2020).

A decision support system for proactive failure prevention: a case in a

leading automotive company. Journal of Enterprise Information

Management, ahead-of-print.

32
 APPENDICE I
MARKETING METHODS SURVEY QUESTIONNAIRE FOR SMALL
AUTOMOBILE INDUSTRY

1. What is the size of your enterprise in terms of number of employees?

a. Micro: 1-9

b. Small: 10-99

c.Medium: 100-199

2. What is the size of your enterprise in terms of assets?

a. Micro: Less and equal to ₱3,000

b. Small: ₱3,000 - ₱15,000

c. Medium: ₱15,000 - ₱100,000

3. Do you have a specific marketing plan that is currently

driving your marketing efforts?

a. Yes

b. No

4. Does the company have a media kit?

a. Yes, Printed

b. Yes, Online

c. No

5. Does the company have a website?

a. Yes

b. No

6. Does the company advertise online?

a. No
33
c. Yes, this is where we advertise:

Google Ads

Bloglines

Yahoo Search Marketing

Online Directories

Other

5. How long has the business been running?

a. 1-4 years

b. 5-15 years

c. 16-20+ years

6. Have the sales of your business increased, stayed the same or

decreased since the last years? Approximately by how many

percent?

a. Increased

b. Stayed the same

c. Decreased

7. Has the number of employees increased, stayed the same or decreased

over the past years? Approximately by how many employees?

a. Increased

b. Stayed the same

c. Decreased

8. What is your attitude

toward your clients?

34
a. Poor
b. Very Good

9. Was there a lot of employee involvement?

a. Yes

b. No

10. How effective are the marketing techniques employed to boost the shop's

sales and profit?

a. Extremely effective

b. Effective

c. Ineffective

11. Has your marketing strategy had any influence on your industry's sales

and sustainability? If yes, how?

a. Yes

b. Maybe

c. None

12. What strategies were used prior to and during the pandemic? [Select all

that applies]

Before

[] Be creative withincentives

[] Invest in your sales team.

[] Keep up with the trends.

[] Have an online presence.

[] Others

35
During

[] Be creative with

incentives.

[] Invest in your sales team.

[] Keep up with the trends

[] Have an Online

Presence

[] others

36
 CURRICULUM VITAE

Name: Amiel Benedict Castañares

Birthdate: August 10, 2003
Age: 18 yrs. old Gender: Male
Address: LG, Dawis Tabunok, Talisay City, Cebu
Email Address: amielcastanares123@gmail.com

EDUCATIONAL BACKGROUND

Primary: Tabunok Central School

Tabunok, Talisay City
SY: 2010-2011
Bulacao Elementary School
Bulacao, Talisay City
SY: 2011-2016
Secondary: Cansojong National High School
Cansojong, Talisay City
SY: 2016-2020
Asian College of Technology - Bulacao
Bulacao, Cebu City
SY: 2020-2022

37
Name: Maria Pamela G. Caylan
Birthdate: November 14, 2003
Age: 18 yrs. old
Gender: Female
Address: Villa Manga Bulacao, Cebu City
Email Address: pamelacaylannn@gmail.com

EDUCATIONAL BACKGROUND

Primary: Cebu Trinity Christian School

SY: 2011-2012
Don Vicente Rama Memorial Elementary School
Macopa St., Cebu City, Cebu
SY: 2012-2013
Southwestern University- South Campus
E. Sabellano St., Basak Pardo, Cebu City
SY: 2013-2016
Secondary: St.Paul College Foundation Inc.
Bulacao, Cebu City
SY: 2016-2020
Asian College of Technology - Bulacao
Bulacao, Cebu City
SY: 2020-2022

38
Name: Vince Abigail T. Ceniza
Birthdate: September 01, 2003

Age: 18 yrs. old

Gender: Female
Address: Phase 2A Villa Celina Tungkil Minglanilla
Email Address: cenizavinceabigail@gmail.com

EDUCATIONAL BACKGROUND

Primary: Canduman Elementary School

H. Abellana St. Canduman Mandaue City
SY: 2010-2016

Secondary: Luke Christian Institute Inc.

Baas, Pagsabungan Mandaue City
SY: 2016- 2020
Asian College of Technology - Bulacao
Bulacao, Cebu City
SY: 2020-2022

39
Name: Jazzel Adrienne V. Daapong
Birthdate: September 29, 2003
Age: 18 yrs. old
Gender: Female
Address: Lot 39, GBC subdivision, Cruzan, Bulacao, Talisay City, Cebu
Email Address: jazzeldaapong@gmail.com

EDUCATIONAL BACKGROUND

Primary: Malaybalay City Central School

Malaybalay City, Bukidnon
SY: 2010-2016
Secondary: Bukidnon National Highschool
Malaybalay City, Bukidnon
SY: 2016-2019
St. Paul College Foundation Inc.
Bulacao, Cebu City
SY: 2019-2020
Asian College of Technology - Bulacao

Bulacao, Cebu City

SY: 2020-2022

40
Name: Klarisse Caitlin Dormido
Birthdate: November 06, 2003
Age: 18 yrs. old
Gender: Female
Address: 23 Caimito St. Basak, San Nicholas, Cebu City
Email Address: Klarissedormido95@gmail.com

EDUCATIONAL BACKGROUND

Primary: Cebu St. Therese Center of

Learning
Ilang-ilang lagtang Talisay city,
Cebu
SY: 2010-2014
St. Paul College Foundation Inc.
Bulacao, Cebu City
SY: 2014-2016
Secondary: St. Paul College Foundation Inc.
Bulacao, Cebu City
SY: 2016-2020
Asian College of Technology - Bulacao
Bulacao, Cebu City
SY: 2020 - 2022

41
42