BASIC EDUCATION DEPARTMENT

Senior High School

First Quarter
AY 2022-2023, First Semester
Grade 12-Principles of Marketing

Name: Bautista, Lawrence Nikko T. Date: September 14, 2022

Castillo, Jessie S.
Cayabyab, Kristelle D.
Gozum, Karolrei Ifigeni B.
Manlapaz, Ma. Jamilla Nicolette
Musa, Jahary L.

Teacher: _Ms. Francheska M. Embalsado Year and Section: 12 – Our Lady of Assumption

Activity: Group Discussion

Activity No. 4: Strategic versus Tactical Planning

Learning Target: To evaluate different marketing strategies, establish performance

standards, and analyze actual performance.

Instruction: Discuss with your group and construct a draft of your SMART Analysis and
Tactical Plans of your marketing plan.

Scoring Rubric:

CRITERION ORGANIZATION AND STRUCTURE

The entire organization of the plan is excellently presented information in a

consistent creative structure. Correctly developed ideas that recognize the
implication and importance of the following concepts:
 SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
 SMART Analysis (Specific, Measurable, Attainable, Realistic and Time-
EXCELLENT
bound)
4
 Tactical Marketing Process (Strategies, Actions/Tactics, Activities,
Budgets, Timetables)
All the concepts are very well constructed and have varied structure and length.
Properly followed the format and completely applied all the necessary corrections.
SATISFACTORY The organization of the plan is substantially presented information in a creative
3 structure. Adequately developed ideas that recognize the implication and
importance of the following concepts:
 SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
 SMART Analysis (Specific, Measurable, Attainable, Realistic and Time-
 bound)
 Tactical Marketing Process (Strategies, Actions/Tactics, Activities,
Budgets, Timetables)
Most concepts are well constructed and have varied structure and length.
Properly followed the format and partially applied necessary corrections.
The organization of the plan is minimally presented information and structure.
Insufficiently developed ideas that somehow recognize the implication and
importance of the following concepts
 SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
DEVELOPING  SMART Analysis (Specific, Measurable, Attainable, Realistic and Time-
2 bound)
 Tactical Marketing Process (Strategies, Actions/Tactics, Activities,
Budgets, Timetables)
Some concepts are constructed and have minimal varied structure and length.
Some inaccuracy in the format and minimally applied necessary corrections
The organization of the plan is inaccurately presented information and structure.
Incorrectly developed ideas that does not recognize the implication and
importance of the following concepts
NEEDS  SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
IMPROVEMENTS  SMART Analysis (Specific, Measurable, Attainable, Realistic and Time-
1 bound)
 Tactical Marketing Process
Few concepts are constructed and have minimal varied structure and length.
Wrong format and incorrectly applied necessary corrections.

CRITERION ANALYSIS AND CONTENT x2

The entire ideas are accurately clear and well supported by comprehensive and
EXCELLENT correct analysis. All Information is appropriate and indicated in logical order. The
4 entire plan shows and specifies the exact analysis of the following:
1. SWOT analysis examines the company's strengths, weaknesses,
opportunities and threats. This framework enables the plan to develop
strategies to maintain the competitive advantage and to pursue
opportunities.
 Strengths are internal qualities or areas in which your business
excels, usually relative to your competitors.
 Weaknesses are the opposite of strengths. They are areas in which
your company could improve.
 Opportunities are areas in which your company might excel if you
focused more effort or dedicated more resources to them.
 Threats are external forces or industry trends that could threaten the
continued success of your business.
2. SMART Analysis brings structure and track ability into your plan goals
and objectives.
 Specific means that what exactly do you want to achieve?
 Measurable means that you identify exactly what it is you will see,
hear and feel when you reach your goal.
 Attainable means investigating whether the goal really is acceptable
to you. Is your goal attainable?
 Relevant/ Realistic why do you want to reach this goal? What is the
objective behind the goal, and will this goal really achieve that?
 Time-bound means keeping the timeline realistic and flexible.
3. Tactical Marketing Plan indicates an action/tactical plan a company takes
in order to market a product.
 Most ideas are clear and supported by details and accurate analysis. Information
is relevant and stated in a logical order. The plan shows and specifies the
analysis of the following:
1. SWOT analysis examines the company's strengths, weaknesses,
opportunities and threats. This framework enables the plan to develop
strategies to maintain the competitive advantage and to pursue
opportunities.
 Strengths are internal qualities or areas in which your business
excels, usually relative to your competitors.
 Weaknesses are the opposite of strengths. They are areas in which
your company could improve.
 Opportunities are areas in which your company might excel if you
focused more effort or dedicated more resources to them.
SATISFACTORY  Threats are external forces or industry trends that could threaten the
3 continued success of your business.
2. SMART Analysis brings structure and track ability into your plan goals
and objectives.
 Specific means that what exactly do you want to achieve?
 Measurable means that you identify exactly what it is you will see,
hear and feel when you reach your goal.
 Attainable means investigating whether the goal really is acceptable
to you. Is your goal attainable?
 Relevant/ Realistic why do you want to reach this goal? What is the
objective behind the goal, and will this goal really achieve that?
 Time-bound means keeping the timeline realistic and flexible.
3. Tactical Marketing Plan indicates an action/tactical plan a company takes
in order to market a product.

DEVELOPING Some ideas are clear but not supported by details. Several information is relevant.
2 The plan shows and specifies minimal analysis of the following:
1. SWOT analysis examines the company's strengths, weaknesses,
opportunities and threats. This framework enables the plan to develop
strategies to maintain the competitive advantage and to pursue
opportunities.
 Strengths are internal qualities or areas in which your business
excels, usually relative to your competitors.
 Weaknesses are the opposite of strengths. They are areas in which
your company could improve.
 Opportunities are areas in which your company might excel if you
focused more effort or dedicated more resources to them.
 Threats are external forces or industry trends that could threaten the
continued success of your business.
2. SMART Analysis brings structure and track ability into your plan goals
and objectives.
 Specific means that what exactly do you want to achieve?
 Measurable means that you identify exactly what it is you will see,
hear and feel when you reach your goal.
 Attainable means investigating whether the goal really is acceptable
to you. Is your goal attainable?
 Relevant/ Realistic why do you want to reach this goal? What is the
objective behind the goal, and will this goal really achieve that?
 Time-bound means keeping the timeline realistic and flexible.
3. Tactical Marketing Plan indicates an action/tactical plan a company takes
in order to market a product.
 Few ideas are not clear; incorrect and not supported by details. Information is not
relevant. The plan shows and specifies insignificant analysis of the following:
1. SWOT analysis examines the company's strengths, weaknesses,
opportunities and threats. This framework enables the plan to develop
strategies to maintain the competitive advantage and to pursue
opportunities.
 Strengths are internal qualities or areas in which your business
excels, usually relative to your competitors.
 Weaknesses are the opposite of strengths. They are areas in which
your company could improve.
 Opportunities are areas in which your company might excel if you
focused more effort or dedicated more resources to them.
NEEDS
 Threats are external forces or industry trends that could threaten the
IMPROVEMENTS
continued success of your business.
1
2. SMART Analysis brings structure and track ability into your plan goals
and objectives.
 Specific means that what exactly do you want to achieve?
 Measurable means that you identify exactly what it is you will see,
hear and feel when you reach your goal.
 Attainable means investigating whether the goal really is acceptable
to you. Is your goal attainable?
 Relevant/ Realistic why do you want to reach this goal? What is the
objective behind the goal, and will this goal really achieve that?
 Time-bound means keeping the timeline realistic and flexible.
3. Tactical Marketing Plan indicates an action/tactical plan a company takes
in order to market a product.

TACTICAL PLAN
 Objective #1: To achieve at least a 40% customer retention rate through customer relationship
programs by year-end

Marketing Action Marketing Activity Responsibility/ Activity Monitoring and Control

Strategy Plans/ Activity Timetable  Accountability Budgets
Tactics

Market Create a Design and Every end Marketing and ₱1,000 The clerk should check and
Penetration rewards print customer of the Operations make sure that there are
program  loyalty cards month for Department enough printed loyalty cards
the whole available at the counter. The
operating marketing department should
year also be informed when to
print another batch of cards.

Promote the 1 year Marketing N/A The marketing department

rewards Department should regularly check the
program engagements and reactions
alongside the of the public to the rewards
loyalty card program.
through digital
marketing.

Offer the Operations N/A The operation manager

loyalty card Department should check if the clerk is
and explain offering the card and
the mechanics thoroughly explain the
of the rewards program to the customers. If
program to most customers are
every declining to join the program,
customer on the manager should find the
the premises. reason behind the issue.

Track Design and Every end Marketing and ₱1,000 The clerk should ensure that
customer print a of the Operations there are sufficient customer
activities customer month for Department information forms ready to
information the whole be handed to customers.
form   operating The marketing team should
year also monitor the number of
forms left so they would
know when to print another
batch of forms.

Encourage 1 year Operations N/A The operations manager

customers to Department should monitor whether the
accomplish staff is collecting accurate
the fillable customer data through the
customer given forms. The manager
information should be able to identify the
form in activities of the customer in
 exchange for the business.
treats.

Monitor Design and Every end Marketing and ₱1,000 The clerk should make sure
customer print feedback of the Operations that there are enough
feedback form month for Department feedback forms available at
the whole the counter. The marketing
   operating team should also be
year informed when to print
another batch of forms.

Create a 1 year N/A The clerk should make sure

survey that the QR code is always
through working. 
Google Forms
and design a
QR code that
directs the
customers to
the form link.

Encourage Operations N/A The operation manager

customers to Department should check if the staff are
fill up the encouraging the customers
feedback to fill up the forms. The
forms through manager should regularly
the traditional check the feedback of the
feedback form customer and report the
or the QR summary to all departments.
code

Objective #2: To organize a philanthropic event using 20% of the business profit by the year-
end to give back to the community 
Marketing Action Marketing Activity Responsibility Activity Monitoring and Control
Strategy Plans/ Activity Timetable / Budgets
Tactics Accountability

Market Start an Post series of 1 year Marketing N/A The marketing department
Penetration advocacy pictures and Department should fact-check before
campaign videos about posting and regularly check
the social the engagements and
causes that reactions of the posts.
the business
upholds on
social media

Organize a Create an Every N/A The marketing department

philanthropic online form month for should check if the forms are
event where the whole working and user-friendly.
customers operating Then, they should also
can suggest year compile the feedback from
what the forms and compile them
philanthropic in a document.
event should
the business
host for the
month

Shortlist the N/A The marketing department

suggestions should only list the feasible
and live suggestions. Then, there
stream on a should be a mini dry-run for
social media the live stream to make sure
platform to that there will be no
randomly technical difficulties.
select one
philanthropic
event through
spin the wheel

Promote the N/A The marketing department

chosen should make sure that all of
philanthropic the details regarding the
event on event. Then, they should
social media also check the engagements
and reactions of the public to
the posts.
 Show Present the Finance and N/A The finance department
transparency breakdown of Marketing should compile all the
the allotted Department receipts and make a report
20% profit of regarding the spent funds.
the business Then, the marketing
on social department should include
media all of the needed financial
details in the post.

Post pictures Marketing N/A The marketing should make

and videos of Department sure that they have
the activities documented all the activities
done at the in the event. Then, they
event on should monitor the feedback
social media and reactions of the public to
the post.

Objective #3: To maximize the business's tutoring services by attaining its full capacity (20
students; 5 students per game) every month.

Marketing Action Marketing Activity Responsibility/ Activity Monitoring and Control

Strategy Plans/ Activity Timetable  Accountability Budgets
Tactics

Market Promote the Create and Every Marketing N/A The marketing department will
Penetration tutorial post pictures week for Department keep track of the
services on or videos that the whole engagements and reactions
social media highlight the operating of the public on various social
tutorial year media platforms.
 services,
while also
incorporating
current trends
with the post.

Hand out Design, print, Every Marketing and ₱1,000 The operations manager
Flyers and hand out operating Operations should check if the staff is
flyers that day for the Department actively handing out flyers to
contain whole the target customer. Then, the
promotional operating marketing team should also
content and month be informed if the flyers are
the benefits piquing the interests of the
of the tutorial target customers so they
services to would know when to print
the target another batch of flyers or not.
customers
near the
premises.

Give away Give a 10% Every ₱250 The operations manager

discounts discount to month for should ensure that discounts
the first 5 the whole are given to the first 5
customers to operating customers. Then, the
avail the year marketing team should make
tutoring sure that the market is
service of informed of the discounts
their chosen offered by the business. 
game every
month. 

Promote the The clerk should ask the

discount on customer where did they learn
the flyers and about the services. Then, the
social media operations department will
posts. send a monthly report so the
marketing team can assess
the effectiveness of the
marketing activities and
strategy.

Product Conventions Tutors would Once Operations ₱ 2,000 The operations department is
Developmen for Tutors attend every 6 Department responsible for assessing if
t relevant months the quality of the tutoring
conventions services is progressively
that would improving through conducting
enhance their surveys to the customers
skills, regarding the performance of
knowledge the tutoring personnel. The
and effectiveness of the enhanced
 techniques in tutoring program would also
the field they be included in the survey.
are teaching.

Organize Administer a Every end N/A The operations department

friendly friendly of the will organize the event and
competitions competition month for monitor the performance
between the whole progress of the tutees as this
tutees that operating will be a reflection of their
would pave year tutoring services’
way for social effectiveness.
interaction
and
interpersonal
bonds.