Case Study #5

RESPONDING TO TIMES OF CHANGE

Submitted By:

AMONELO, Setchel Hya

ARENO, Vincent Jiro

CARGAMENTO, Ziah Mei

REGASPI, Krystle Joy F.

VILLASIN, Rene IV F.

BSMM01

Submitted to:

Ramil Paolo B. Salamat

Professor

July 12, 2023

 CASE STUDY # 5

I. TIME CONTEXT
In August 2014, Fe Ginete received a call that informs her of the construction of
Panglao International Airport. This is an opportunity for the business to market its
resort so that it can relay the message to their customers that their resort is the
best destination for family gatherings for both business and leisure.

II. VIEWPOINT
Fe Ginete, Sales and Marketing Manager of South Palms Resort Panglao
(SPRP)
III. V-M-V STATEMENT

Vision:
To become the choice destination in Central Visayas for family getaway, business
pleasure as well. And to become the industry leader in the next five years.

Mision:
We are committed to provide an affordable and quality beach resort that gives our
visitors good facilities, amazing service & activities.

Value:
Hospitality - SPRP staff is trained to impart Boholano hospitality to guests, to
encourage repeat visits by offering an exceptional experience to all who come.
Continuous Improvement - We use best practices to improve our management and
product quality.
Relationship - We build a lasting rapport and relationships with our guests.
Respect - We respect others regardless of age, race, or religion.
Service- to provide an excellent and superlative service 24/7 to everyone who walks
through our doors.
IV. STATEMENT OF THE PROBLEM
How can SPRP manage to become the top resort in Panglao by the time the
Panglao International Airport opens in 2018?

V. STATEMENT OF OBJECTIVES

SHORT TERM
S- To create an identity that will distinguish SPRP from existing and soon-to-be
built resorts in the island.
M - To create a social media presence and by making various content about the
resort.
A - To take advantage of all the valid resources for content creation. making use
of the space, the tourists and other factors will greatly help for the business.
R - To fully show what SPRP has to offer differentiation-wise.
T - To be in line with the opening of Panglao International Airport, will develop
and carry out the marketing campaign within the following three months.

LONG TERM
S - To establish SPRP as the top resort in Panglao known for its unique features,
exceptional services, and sustainability initiatives.
M - To give customers the top-tier experience in the resort that could potential
make their visit again in the business.
A - To provide an exceptional guest experience, consistently invest in facility
upgrades, staff development, and sustainable practices.
R - To promote SPRP's offerings and develop compelling tourist packages, work
with local businesses, bloggers, and travel agencies.
T - To be one of the leaders of the resort and lodging industries in the next five
years.
VI. SWOT ANALYSIS

STRENGTH
1. SPRP’s location- The location of South Palms Resort Panglao is a huge
advantage for them because it’s near Tagbilaran City Airport and Seaport,
this may attract a lot of tourists.
2. SPRP’s Amenities - They offer top-notch amenities to accommodate a
variety of activities including sports, business, and leisure.
3. SPRP’S management - There are constant ongoin innovations for the
welfare of their management system.
4. SPRP adaptability- They find ways to adapt with what they should
consider and do in order to achieve their mission & vision.
5. SPRP Sustainability - The flow of visitors is on a good number which can
be beneficial for the company since there will always be a customer.

WEAKNESSES
1. Brand Positioning- SPRP is unsure about their image, target markets,
and how to position themselves in times of change.
2. Spaciousness - the resort’s physical layout and size of its
accommodations, public areas, and recreational spaces are relatively
smaller compared to its competitors.
3. Impracticality - SPRP is impractical when it comes to their
reorganizations and restructurings.
4. Natural Disaster - given in the case that the Province of Bohol is
exposed to numerous natural and human-induced hazards. Such as
earthquakes and flooding resulting in SPRP is also affected by these.
5. Hotel Comparison - Their resort will be compared to hotels near the
visitors. Which can potentially have major changes in pricing.
OPPORTUNITY
1. The Panglao International Airport- When the structuring of the new
airport in Bohol is completed, the tourists that will visit Bohol will increase,
thus the profitability of SPRP will increase too.
2. Expansion and development of infrastructure - this will broaden the
resort’s appeal, attract a wider range of guests and will increase
competitiveness.
3. Adaptive to market trends - current market trends dictate the flow of a
certain market and this can be a viable strategy for the resort to adapt and
add their own ideas.
4. Strong Connections- SPRP can get a lot of customers and partnerships
because the Uy family is prominent business leaders in retail, food, real
estate, milling, manufacturing, agri/ aquaculture and trading in Bohol.
5. Openness to change - As they realize what is wrong with the resort this
is a clear sign that the business standard of the resort will gradually
increase more than ever.

THREATS
1. Risk of crises and calamities- Bohol experienced disturbances of the
typhoon and earthquake, this resulted in loss of power and electricity that
caused the temporary closing of some of SPRP’s direct competitors.
2. Competitors - strong rivals with similar offerings pose a threat to market
share and revenue of SPRP.
3. Off Seasons - Resorts are mostly active at the start of summer and this
can be a threat to company because they are stagnant for the remainder
of the year after the summer season.
4. Economic factors- SPRP also has visitors from other countries, the
resort can be affected due to high currency rate.
5. Maintenance - Accident prone factors while conditioning the resort.
VII. ALTERNATIVE COURSES OF ACTION

ACA #1
Influencers, particularly travel vloggers, may be used by South Palms Resort
Panglao (SPRP) to promote the resort and attract locals' attention.

ACA#2
Create digital content that can help the resort's internet reputation that create
shares such as films displaying its top-notch facilities and perks, consumer
reviews, chats with guests, and live feeds on various social media platforms.

ACA#3
Include the SEO marketing strategy as a crucial component of your promotion of
South Palms Resort Panglao (SPRP).

VIII. ANALYSIS OF ALTERNATIVES

ACA#1

Influencers, particularly travel vloggers, may be used by South Palms Resort

Panglao (SPRP) to promote the resort and attract locals' attention.

ADVANTAGE
By way of their always interesting content and the boundless Influencers give you
a great opportunity to attract new consumers and boost brand recognition by
sharing opportunities from their audience.
DISADVANTAGE
Because influencer marketing is still a new practice, it is probable that influencers
will make blunders in selling your company. With social media's rising viewership,
an influencer's personal difficulties might affect the companies or enterprises they
promote.

ACA#2

Create digital content that can help the resort's internet reputation that creates
shares such as films displaying its top-notch facilities and perks, consumer
reviews, chats with guests, and live feeds on various social media platforms.

ADVANTAGE
By providing content, you may build a relationship with your audience. You can
communicate with customers and answer their questions. Updating the content
on your website and social media sites also helps to build client trust. Customers
are likely to look to your website for useful information about any market you are
in. Furthermore, updated data enhances domain authority.

DISADVANTAGE
Possible repetition of contents that other internet platforms already have can
cause viewers to be dissatisfied. The constancy of people's opinions is vital
because it takes a lot of work before the social media algorithm selects to let
many users access information when browsing. Finding the perfect platform to
capture people's attention takes a significant amount of time.
 ACA#3

Include the SEO marketing strategy as a crucial component of your promotion of South
Palms Resort Panglao (SPRP).

ADVANTAGE
It optimizes the resort’s website's technical configuration, content relevance, and
link popularity so that its pages are easier to find, more relevant and popular to
user search queries. As a result, it will rank higher in search engines. Top
placement on search results pages will persuade customers that you are the best
option. Research shows that up to 40% of users click on the first results if they
need a quick answer.

DISADVANTAGE
Strategies for search engine optimization do not yield results overnight. Because
search engines take time to index a website's content, your website may not rank
for certain terms for several days or weeks. It is a continuous process in which an
SEO performs numerous operations to optimize their website for users. Because
Google algorithms are always changing, it is necessary to change the activities
from time to time.

IX. DECISION STATEMENT

The researchers chose ACA no. 2 as the ultimate conclusion after careful
consideration and thoughtful deliberation. Despite having numerous competitors,
creating digital content is an innovative marketing technique for capturing a larger
share of tourists and expanding the resort's reach.
 It is the most recent strategy among the ACAs since it establishes a connection
between the audience and the resort. As a result, gaining client trust can be
beneficial as SPRP employs a -Word-of-Mouth marketing strategy.

This is also a less expensive but more successful means of marketing the resort
because there is no need for them to invest more in developing digital material.
South Palms Resort Panglao can create video content showcasing their first-rate
amenities as well as interviews with the influential people behind the resort's
success in order to encourage others.

They could also create entertaining and creative ideas that could potentially
attract attention to possible customers. We did not choose the other options
because of ACA No. 1 is a new marketing tactic that is prone to errors, thus
investing in an influencer could be a financial waste.

On the other hand, ACA no. 3 may take a long time to produce results and there
is no certainty that it will work. Overall, the various courses of action stated above
can help with the marketing and improvement of the resort, but ACA no. 2 is the
most cost-efficient and effective means of promoting because it highlights the
team's creativity and potential through their content creation.

X. IMPLEMENTATION PLAN

SHORT TERM
● Clearly outline the goals that are wanted to achieve through the creation of
digital content.
● Identify the resort's target audience and their preferred social media
platforms.
 ● Create a content strategy that highlights the resort's first-rate amenities,
benefits, and distinctive experiences. This could involve producing
appealing videos, top-notch photos, and interesting written content.
● Encourage visitors to post complimentary evaluations on well-known
review sites like TripAdvisor or Google. During their stay, interact with
visitors and politely request that they post reviews online.
● Create an advertising event for the resort wherein they compete on who
can better portray their brand to potential customers in order to gain more
exposure.

LONG TERM
● Work with influencers and content creators who align with the resort's
target audience and values. The resort's online reputation can be greatly
enhanced by this, drawing in more visitors.
● Consistent content creation to maintain the resort's online presence
dynamic and interesting, keep a consistent timetable for content creation.
The resort's offerings and updates will be displayed through the
publication of images, videos, and written content.
● Improve the resort’s overall aesthetics, to have a sustainable competitive
edge long-term wise and to not fall out of the trend by adapting to changes
as more years are tallied.
● Slowly add sub-business in the resort in order to help them stand their
own ground against new players and for potential business dominance in
the area.
● Keep all amenities up to date in order to have a competitive edge against
competitors. Having an updated facility is a key factor in attracting visitors.
XI. BUSINESS LESSONS LEARNED

I have learned that the resort industry is highly competitive, and to stay ahead, you must
constantly innovate, provide excellent customer service, and have a thorough understanding of
your target market. Long-term success can be attained by giving customers a distinctive and
memorable experience. (Amonelo, Setchel)

I have learned that in a resort business they have to maintain their image and be active in their
advertising strategies because this will help the company position itself in the market, this can
also allow multiple opportunities that can be a viable asset that will greatly benefit the company.
They also have to maintain their image and reputation by mimizing negative feedbacks and
reciprocating them with positive reviews by the customers. (Areno, Jiro)

I learned that it is challenging to have a beach resort business especially when you are in a
place that is popular and has a lot of competitors. It is a must that your business should adjust
and adapt to changes that can help to attract more visitors and to maintain the image of your
business and understand who your target market is to determine the customers' needs and
wants. Also, by promoting your business you can give more opportunities to your business.
(Cargamento, Ziah)

In this case, I learned that the company should be aware of their image, target market, and how
they would position themselves in times of change. It will be a huge risk if the company is
unaware of its image, because the image of a company is how others view it. It is determined by
a number of factors, including the company's products or services, advertising campaigns,
customer service, and overall reputation. Without knowing the business' target market, the
company won't be able to meet the needs and wants of the customers, which may have a
negative impact on the company, such as loss of sales and revenue. By choosing not to adapt
to new changes, companies or a brand may lose their place in the market because of their
failure to innovate. (Regaspi, Krystle)
I learned that it has been years since technology has really advanced that we did not even
notice how strong social media can be not only for entertainment but also for helping a business
gain attention from potential customers. That even by the year 2014 the internet is already at a
peak level and there are no signs of slowing down anytime soon and it is here to stay for us
eternally with a figure of speech included of course. I also realized a lot of what if’s in all the
business that I used to go to in my childhood if what they lacked was somehow similar to this
case study and they just did not adapt to change and became complacent with their business.
Which is somehow mind blowing and at the same time it is a lesson that I learned through this
case study. (Villasin, Rene IV)