STI COLLEGE – GENERAL SANTOS, INC.

J. Catolico Avenue, Lagao, General Santos City, 9500

TOURISM AND HOSPITALITY MARKETING

1ST SEMESTER A.Y 2020-2021

PRE-FINAL TASK PERFORMANCE

MARKETING PLAN
Submitted by:
ACENAS, JASON
ALJO, KARL AEROLD
ANIMOS, WILLER
BISMAR, FRITZ
BORBON, CELINE JEAN

Submitted to:
ALBIOS, GLENNA
Course Instructor

DECEMBER 2020
EXECUTIVE SUMMARY

I. Introduction

The purpose of this activity is to create a marketing plan for Sarangani Highlands Resort. A marketing

plan is an important of the part of the growth and development of a company since it defines the key

marketing elements of the company and clarifies the objectives and directions for the company and the

employees. Addressing the marketing issues can be useful for the business owner since it forces them to

evaluate their business. The marketing plan can provide orientation and be a source of motivation for

the employees of the company. (Cornerstone Business Solutions, 2001)

A marketing plan prepares the company to anticipate and integrate in what the market does. A

marketing plan plays an important role in being ready to deal with the changing conditions of the

market. It is better to plan and prepare for a market change before it happens rather than finding out

about it later on. (Khemal 2014)

Current situation of the company

As of today, the Sarangani Highlands Resort is currently facing a financial crisis because of this global

pandemic. The resort is situated at Purok Wal, Barangay Tambler, General Santos City, a God made

paradise because of its astounding scenic and heartbreaking view. At this point, Sarangani Highlands is

experiencing low income because of what it’s happening now and even Sarangani Highlands is full of

manpower and have a good service, there are a lot of things and places or attractions that they need to

improve because this would create a big impact of the business that would have helped the

establishment to improve and enhance more of their productivity. The management of the said resort

must create something that can make the area more enjoyable and relatable to the people and it should

meet their needs and expectations. Also, the said company must improve and give time and effort of

their marketing strategy because this would help them to promote the business products and services
that will meet the needs of the target market. Also, one reason why should consider this marketing

strategy in any business because it makes your sales easier for any business proprietorship and this

would help you to outshine your competitors.

Environmental Factors

Sarangani Highlands is no doubt a gorgeous place with scenic views of green rolling hills and the

blue sea down the hill. The landscaping was filled with plants and various colorful flowers and the guest

houses and rooms has an early Spanish look. They are also very strict when it comes in segregating a

garbage. There are a number of important reasons that we encourage waste segregation; legal

obligations, cost savings and protection of human health and the environment. As a business, you

should make it as easy as possible for your staff to correctly segregate their waste. This can include

labelling, making sure you have enough accessible bins and making it clear why segregation is so

important. The positive impact is that, promoting your environmentally friendly methods can set your

business apart from your competitors and attract new customers who want to buy products and services

from an environmentally friendly business.

Competitive Analysis

In today’s generation people wants to do adventurous activities that are new to them and Sarangani

Highlands has that kind of character to offer because Sarangani Highlands are for those people who

wants to go hiking, wants to stay away from the city, wants to experience a swim with their infinity pool.

The competitors of Sarangani Highlands achieve the best that they can to make their resort a better

place to visit but one thing that they don’t have is a panoramic and a heartbreaking view that the

natures gave. With this, the present competitor of Sarangani Highlands are those competitors who offers

the same product however there are things that we have, and we do but they don’t have and the things

we do better than them. However, the said competitors have its weaknesses that many people cannot
afford because of its higher price that they are offering to the public. Nevertheless, this will enable the

company on how they handle and how they respond accordingly to the situation.

Marketing Trends

The world today is drastically shifting towards competitive modernity and developmental

industrialization as technological inventions dominate the corporate world activity. The marketing trend

and strategy must be a perceived tendency of financial markets to move in a particular direction over

time. These trends are classified as secular for long time frames, primary for medium time frames, and

secondary for short time frames.

Traders attempt to identify market trends using technical analysis, a framework which characterizes

market trends as predictable price tendencies within the market when price reaches support and

resistance levels, varying over time.

Social Media Marketing

You can't ignore social media. That's where all the so-called magic is happening. Some

businesses have been built solely on the backs of social media. It can be intimidating at first. But as you

build momentum, you'll find posting on social media to get easier and easier over time. Be authentic.

Post your thoughts. Post your products. Post anything that you find relevant and useful that would help

your audience either learn more about you and your business, or about the industry that you're in.

Use direct messages on platforms like Instagram and even Snapchat or Twitter to reach out to

other successful businesses or even to communicate with potential customers who might be looking for

your products and services.

 II. SWOT Analysis

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

Sarangani Lack of Growing Declining

Highlands has recreational market in economy due

an affordable facilities, Region 12. to the deadly

admission fee. activities, viral

Growing
man-made pandemic.
Sarangani demand for
attractions.
Highlands has domestic The decreased

a panoramic Poor Food and tourist. of tourist

view. Beverages arrival in

More
services. Region 12.
Offers more business and

assets, service Competitors.

resources, and creation and

employees. the

advancement

of technology.
III. Objectives

Sarangani Highlands is full of workforce and has a good service, there are a lot of things and places or
attractions that they need to enhance because this will build a huge business effect that would have
enabled the company to enhance and boost its competitiveness further. The management of the said
resort must build something that will make the area more comfortable and related to the individuals and
should fulfill their needs and expectations. The said business must also enhance and strengthen and
Offer their marketing campaign time and resources because it will help them promote business goods
and services that suit the target market's needs. Also, one explanation why this marketing technique in
any organization should be considered because it makes the sales simpler for any company owner and
this will help you outshine your rivals.

IV. Target Market

Most of the target market for the Sarangani Highlands are of all ages. This implies that the brand and
services would have to be based on the needs, expectations, and requirements of this community of
people. Students represent more than half of the future clients. But Feng Liang Tea explicitly targets
certain people who belong to the middle class, adolescents, teachers, and young adults.

V. Timetable

MONTH HOLIDAY/MONTHLY DATE REMARKS

PROMO
January New Year Promo First week of the 30% off to all our
month of January family rooms for the
(January 1 – 7). entire first week of the
year.

10% off to all our

cottages in all sizes.

February Valentines Promo Entire month. 30% off to all our

rooms for two.

March Peak Season (Summer) Entire month. Offers Family and

 Barkada Packages that
saves customers at
least 20% off from its
original rate.

April Peak Season (Summer) Entire month. Offers Family and

Barkada Packages that
saves customers at
least 20% off from its
original rate.

May Peak Season (Summer) Entire month. Offers Family and

Barkada Packages that
saves customers at
least 20% off from its
original rate.

June Balik Eskwela Promo Entire month. 10% off to all the
students.

July Regular Month Entire month. Various packages.

August Regular Month Entire month. Various Packages.

September Welcome BER-Months Entire month. 10% discount from the

total bill. (minimum of
10 heads)

October OctoberFest Entire month. Live bands every night.

Foam/Rave Party
October 30&31
November Halloween Promo Entire month. Live bands every night.

December Christmas Promo Entire month. Various Packages.

Year End Promo Last week of the month 30% off to all our
(Dec. 24 -31) family rooms for the
entire first week of the
year.

10% off to all our

cottages in all sizes.
VI. Marketing Strategies
In this time of pandemic, we are required to follow and effectuate the given protocols set
by the authorities to continue the operation of our industry. As the situation changes, the market
demands also change. In today’s tourists, their demands became more specific and safety-
centered, they no longer seek for those basic experiences, they are now seeking for those who
can provide their safety and well-being. Saranggani Highlands Garden and Resort generated
numbers of marketing strategies to continually operate amidst this pandemic.

The following are the specific strategies that Saranggani Highlands Garden and Resort
have generated to operate even during this pandemic in compliance to the City’s executive
order:

Product Strategy
Aside from the usual garden, venue, restaurant and cafe, Saranggani Highlands Garden
and Resort newly offers the “Bongga Villa” located at the other side of the mountain. The villa
offers a wonderful scenery of overlooking Saranggani Bay while swimming in the infinity pool
both for children and adults. We also offer different kinds of food and drinks to take while chit
chatting and enjoying the beautiful scenery. A place where you can relax and free yourself from
the stress.

But since the pandemic happened, Saranggani Highlands Garden and Resort does not
allow walk-in guests, they require their guests to make a reservation for at least 3 days prior to
the selected date. We also prohibit senior citizens, pregnant women, and underage to enter the
premise according to the City’s Local Government Unit (LGU) statement.

Other offers:

Accessibility

O Facilities for disabled guests

Internet access

O Free Wi-Fi in all rooms!

O Wi-Fi in public areas
Things to do, ways to relax

O Garden
O Karaoke
O Tours
Dining, drinking, and snacking

O Bar
O Coffee shop
O Restaurants
 O Room service [24-hour]
O
Services and conveniences

O Concierge
O Daily housekeeping
O Front desk [24-hour]
O Gift/souvenir shop
O Laundry service
O Security [24-hour]
O Shops
O Smoking area
For the kids

O Family room
Getting around

O Car park [free of charge]

O Shuttle service
Available in all rooms

O Air conditioning
O Non-smoking
O Shower
O TV
O Wi-Fi [free]

Pricing Strategy
The pricing strategy for the latter half of this year 2020’s quarter and to the succeeding
months who will still be affected by the pandemic is to minimize operations costs while
maximizing our profits. Saranggani Highlands will present Packages for those guests who will
book or make a reservation online (which is being encouraged).
 Due to health protocols and lockdown restrictions, online marketing and online
reservations should be upheld via Facebook and Website advertising and all other social media
platforms. Food packages shall be offered to guests who will book online to minimize physical
interactions.

Promotional Mix
Saranggani Highlands shall be promoted via social media outlets and platforms such as
facebook, twitter, instagram and websites. We can also go for traditional medias like radio and
television advertisements.
VII. Budget

The best way to do when doing some business is to create a marketing budget, this is where we are
setting a monthly or yearly marketing budget that will make sure it happens. With this, Sarangani
Highlands Resort shows a budget summary to guide to ensure that staying on target with estimated costs
and actual costs.

Sarangani Highlands Budget Summary

DATE:

June 25, 2021

Category Estimated Actual Over/Under Done

Marketing activity Php 600,000 Php 530,000 Under No

Manpower Php 400,000 Php 360,000 Under No
Capital expenditures Php 2,000,000 Php 1,750,000 Under No
Electricity Php 150,000 Php 120,000 Under No
Water Php 150,000 Php 130,000 Under No
Tax Php 150,000 Php 120,000 Under No
Landscape Php 150,000 Php 110,000 Under No
Professional fee Php 150,000 Php 140,000 Under No
Leisure fee Php 400,000 Php 375,000 Under No
Other expenses Php 350,000 Php 330,000 Under No
VIII. Conclusion

Based on the information we have gathered, Sarangani Highlands is doing well with their
management but it is not enough because of their competitors who do not give up on attracting
customers. So they need changes. there are a lot of improvements that Sarangani Highlands needs to
improve and that is why we created an effective strategies with the purpose of highlighting its naturally
made magnificent view and to outclass their resort rivals in region 12 which are far more dominant in
this monopolistic competition. We guarantee that this marketing plan will be successful to the Sarangani
Highlands and will attract the attention of tourists and vacationers. And will surely be the name of
sarangani highland is to be the top priority of nature lover and tourists to their travel bucket list. Due to
the pandemic the revenue has declined and fewer tourists are coming, so we plan to increase the
customer rating and have positive feedbacks to customers of the hotel with the intention of change and
make it even better for more captivating to the eyes of the tourists. We suggest the setting-up of high-
quality recreational facilities of Sarangani Highlands; you get really closer to nature. It takes great pride
in its beautiful landscaping. Lush plants, flowers and a neatly trimmed lawn welcome you upon entering
the garden. Surely the tourist will surely forget all their troubles when they breathe in the fresh air and
fill their senses with the spectacular view. Aside from the regular dining service, Sarangani Highlands also
has function areas, both air-conditioned and al-fresco that can accommodate guests for private parties,
meetings and other company activities and all of that is improved. Since its opening in July 2007,
Sarangani Highlands has served as a destination to bring special guests, celebrate special occasions and
to show off to tourists.