ASAHI CONSTRUCTION COMPANY

TACTICAL MARKETING PLAN

PRESENTED BY: ROGER P. VILLARIAS

ASAHI CONSTRUCTION COMPANY
TAGBILARAN CITY BOHOL
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TACTICAL MARKETING PLAN

Presently, Asahi Construction Company has been fully incorporated and licensed to operate in the
Philippines. We have secured all the needed permits that will enable us successfully bid and execute
big – time construction contracts. This is especially from the Federal government of the Philippines
and of course corporations and governments from all across the world
Our Head Office is located in Tagbilaran City, Bohol but we have plans to open our branches in other
provinces and we intend achieving this within the first 10 years of operations.
Currently, we have successfully equipped our head office; we have prepared all the necessary
business / contract documents and have employed key employees that will be the pioneer staff of
our construction company. As a matter of fact, everyone under our employment is currently
undergoing training so as to fit in perfectly into the roles they are to occupy and also to fit into the
company’s overall vision. We are set to official open our doors to the generally public on the 1st of
October.

PLAN OVERVIEW

Practice: Name
Name of Campaign: Build your future with us
Campaign Manager: Mr. Almer G. Balabi
Subject Matter Expert: Engr. Salmon D. Damap env., rmp.

VISION MISION GOAL

Our vision is to build a first class construction company that will have active presence in Province
of Bohol and neighboring provinces in the State.
At Asahi Construction Company, our mission and values are to help governments, the private
sector and individuals in the Philippines and throughout the world realize their dreams of building
a world class housing subdivision that can compete on a global stage with the best in the
construction industry.

Here are the market goals we set as a construction company that is ready to compete with other
leading construction company in the United States of America

 Construct at least 2 office complex (3 story building each) within the first 12 months of
operation
 Construct at least one Province within the first 24 months of operations
 Construct at least 20 kilometers of road within the first 24 months of operations
 Construct at least 10 bridges / flyovers with the first 12 months of operations
 Construct at least 2 standard dams within the first 24 months of operations
 Construct a minimum of 1 airport and 10 helipads within the first 5 years of operations

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 Construct a minimum of 20 public facilities (hospitals, schools, shopping malls, office

complexes and industrial facilities et al) within the first 24 months of operations
 Provide construction related advisory and consultancy services for a minimum of 1 client
per month

MARKETING ANALYSIS

 The Construction Industry Overview

Statisticians and experts in the construction industry suggests that about 40% of construction
projects are now fast – track construction unlike what is obtainable before the 21 st century. India,
the United States, China, Japan, France, Germany and The united kingdom are some of the
countries that have the largest construction output in their economy in 2015.

 Interesting Statistics About the Construction Industry

It is on record that in the Philippines, the construction industry in 2014 generated around 48 billion
pesos in annual revenue according to statistics tracked by the Census Bureau. As far back as 2005,
there are about 667,000 registered construction firms in the Philippines and employing 1 million
contractors and the average contractor employed by these companies in no fewer than 10
employees.
In general, the construction industry in the Philippines employed an estimated 5.8 million people in
April, 2013 and about 828,000 women were employed in the construction industry in 2011. No
doubt, the construction industry is a major employer of labour in the Philippines and in most
countries of the world.
The construction industry is one industry that is growing despite the fact that the industry has
been around right from the early days when people set out to build the tower of Babel. One is
certain, the construction industry is an evolving one and new technology and approaches are
being employed when it comes to delivering standard and safer construction projects. The
industry can’t be said to be oversaturated simply because there are different areas a construction
company can specialize in and if you are good with what you do, then you won’t struggle much to
continue to attract clients.
The factors and incentives that encourage entrepreneurs to venture into the construction industry
are the ability to get good returns on your investment with minimal risks. For example, when you
secure a contract to carry out a construction project, the norm is that you will be financially
mobilized to start the project. It means that you are not expected to use your money to carry out a
construction project.
People also get encouraged to go into start their own construction company because on the
average it is cost effective to manage the business/workforce. It is the practice for construction
companies to hire experts and casual workers only when they have construction projects to
execute. They don’t need to maintain a large workforce.

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TARGET MARKET
Our target market cuts across governments at all levels and countries, the organized private sector
and people of different class and from all walks of life. We know that our selling points will be our
excellent and timely delivery of construction projects using global best practices.
We will start with the local market, people, organizations and the government in Bohol, but we
hope to spread our nets to clients from other Provinces in the Philippines and thereafter other
Municipalities of the State. Our construction company will be known for working with smaller
clients (various individuals) as well as working for bigger clients (various governments and organized
private sector).
Below is a list of the people and organizations that we have specifically design our construction
services for;

 Families
 Organized private sector (Corporate organizations)
 Land Owners
 Businessmen and Businesswomen
 University Campuses
 Foreign investors who are interested in owning properties in the Philippines
 The government of the Philippines (Government contracts)
 The governments of other Municipalities of the State

SWOT ANALYSIS
Surviving in the business world as a construction company requires more than knowing how to
deliver standard projects but also how to network with key people that matter; decision makers
that can decide who a project is given to and all that. We know that it will be a bit difficult to
compete with already established construction companies in the Philippines especially because we
are new in the industry.
In order to properly position our company for growth and to favourably compete in the
construction industry, we engaged the services of a Dr. Makiy N. Che , a renowned HR and business
consultants in the Province of Bohol to help us run a SWOT analysis.
It is important that we know our strength, our weaknesses, and the opportunities that we can
leverage on in the industry and the threats that we are likely going to be confronted with. With
that, we will be able to map out strategies that will not only help us to survive in the industry but
also to build a global construction brand. Here is a summary from the result of the SWOT analysis
that was conducted on behalf of Asahi Construction Company;

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 Strength:

Asahi Construction Company can confidently boast of having a competent and highly experienced
management team who are regarded as some of the best hands in Bohol. Although we are a new
construction company, but our president and board of trustee are respectable people in the
Province of Bohol who have served the Provincial government in various capacity; we are a
construction company that has the right network that is suitable for the kind of business we are
into.

 Weakness:

Well the fact that we are a new construction company could count as a weakness. It is normal for
clients to think twice before awarding construction contracts to newbies in the industry. Another
weakness that can count against us in the industry is the fact that we may not have the financial
muscles to drive the business the way we ought to drive it. We require huge financial base to be
able to acquire some of the latest heavy duty construction equipment.

 Opportunities:

Our business concept, our mission and vision puts us at an advantage in the industry. We will start
small to build trust within Tagbilaran City, Bohol and there are loads of opportunities for us there
simply because we are well positioned to work with both the Provincial government and the highly
organized private sector

SALES AND MARKETING STRATEGY

 Sources of Income

Asahi Construction Company was established with the aim of maximizing profits through delivering
quality and standard construction works for our highly esteemed clients. We will ensure that we
generate income from every available means within the construction industry. Below are the
sources we intend exploring to generate income for Asahi Construction Company;

 Road Construction
 Bridge Construction
 Dam construction
 Airports and Helipads Construction
 Seaports Construction
 Skyscrapers construction
 Estate construction
 Public facility construction (hospitals, schools, shopping malls, office complexes and
industrial facilities et al)
 Construction of residential apartments
 Property Makeover Services
 Construction Consultancy and Advisory Service

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MARKETING BUDGET

The construction business is one of the businesses that cannot be over hyped beyond what you
can deliver. As a matter of fact, you can spend loads of money marketing your construction
business, but if you don’t have standard construction jobs to show for it, you can hardly attract big
– time clients. So what we intend doing is to strike a balance in our marketing budget and our
capacity as a construction company. In as much as we are going to set aside a reasonable
marketing budget for our construction business, we will also ensure that we start small and build
competence and pedigree. In view of that, we will set aside a budget of 2.5m Php for marketing
our construction company within the first year of operations.

Going forward, we will budget between 5 percent and 15 percent of our annual income towards
marketing and promoting of Construction Company in the United States of America and also in the
international market.

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