Strategic

Marketing
Management
BUSINESS NAME or LOGO

Plan
Researchers:

Adona, Bernadette G.
Calima, Kimberly
Capin, Angelyn
Diaz, Justine
Garcia, Jian
Gulliermo, Melanie
Ramos, Ariane
Ronquillo, Nicole
Rullan, Pauline Kate
Yap, Theodore Naethaniel Y.

0
STRATEGIC MARKETING MANAGEMENT PLAN

Introduction

In the article by James Chen (2022), the strategy a business will employ to
promote its products to customers is described in the marketing plan. An
organization's goals, values, mission statement, budget, and tactics are all covered
in a business plan, which also includes a marketing plan. The Indeed Editorial
Team (2022) published an article, any item you can sell or buy is referred to as
merchandise. The term "merchandise" refers to any good that is offered for sale;
some examples are groceries at a supermarket, clothing in a retail shop, electronics
online, and raw materials in a manufacturing facility. It is merchandise if it can be
purchased or sold by someone.

Unlike other businesses, such as those in the food industry, merchandising is

significantly simpler to establish because it involves buying a product and selling it
to other people.

A. COMPANY BACKGROUND

- History

Fiesta Cheers General Merchandise was established in 2006, founded by Mr.

Ricardo and Mrs. Vivian Yap. The store is located at 544 Conrado Bldg.,
Sanciangco Street, Sanbermecristi, Cabanatuan City, Nueva Ecija. Before, the
company was known as Theoplast General Merchandise, with the word "Theo"
signifying for the Yap family's son. It was a store who earned just an average. The
Yap family started their business by selling plastic goods, styrofoam goods, and

Page 1 | 48
plastic twines, which were their main sources of income. However, after the family
experienced a particular crisis, their business was put in jeopardy. The government
enacted a law banning the use of plastic, which had a significant impact on their
business. They come up with a plan to sell party supplies like banners, balloons,
and other items to stabilize the firm and start generating more revenue. Because of
this, the company became known as Fiesta Cheers General Merchandise.

- Mission

Our Mission is to be a customer-oriented company that offers high-quality

products and services, and to give customers a sense of security while purchasing
the products in order to win their loyalty.

- Vision

Our Vision is to be a well-known merchandising company in Cabanatuan

City that treats its current and potential customers with honesty and integrity, give
them assurance and make them a top priority while expanding the company.

- Core Values

Transparency - The company must open in giving customers the details they need
to be informed about the products they are buying, without filtering out only the
best qualities of a product and not telling the unpleasant one.

Hospitality - “Customer is always right”, every staff must treat the client with
kindness and respect, and providing customers with excellent services in a
welcoming environment.

Energetic - Every staff must approach the business with a cheerful attitude and
convey that to the customer. A positive vibe will make efficient employees and a
happy customers.

Quality - Offering the clients a standard products they need in order for the
business to satisfy them.

Page 2 | 48
 - Org. Chart

Business owner - Accountable for the company's general direction,

profitability, and reputation in addition to its everyday operations. Company
owners need to be determined and composed since everything needs to be done in
a way that problems that may arise in the future can be fixed right away. Also, they
possess good managerial and organizational capabilities. The tasks are but not
limited to:
 Develop Business Strategy
 Manage Finances
 Supervise Employees
 Oversee Inventory
 Promote the Business

Sales Personnel - Their tasks include marketing the things the company
offers and providing the service that enhances the business's reputation for security
and transparency. Customers should be treated courteously by sales staff, and they
should also be satisfied with the items and services they receive.
 Communicate with the customers properly and give the products that the
customers want.
 Treating the customers respectfully and kindly
 Give the exact change to the customer

Page 3 | 48
 - Products/ Services offered

Item Description Price Range

Plastic ₱10 - ₱2000
Twines ₱65 - ₱1000
Microwaveable ₱50 - ₱300
Balloons ₱30 - ₱500
Paper cups ₱50 - ₱2500
Paper bag ₱13 - ₱2400
Plastic cups ₱14 - ₱800
Paper plates ₱40 - ₱800
Spoon ₱35 - ₱110
Drinking straw ₱20 - ₱800

Actual Photo of Products offered:

Page 4 | 48
B. BUSINESS ENVIRONMENT
- SWOT ANALYSIS

Page 5 | 48
TOWS ANALYSIS

- PESTEL ANALYSIS

POLITICAL FACTOR

 Government new policies and protocols to firm/ business owners

Due to pandemic, government implemented policies that may affect
businesses whether it is big or small. That sometimes leads to closing their own
firm.
 Tax Policy
Tax policies affect businesses by changing rules on the interest expense
deduction. Changes in taxes can also affect the level of consumer spending and so,
businesses themselves.

ECONOMIC FACTOR

 Level of Competition
Since there are a lot of general merchandise industry existing in the market,
it may challenge the business to be stable and to sell products consistently.
 Inflation Rate
Inflation is a normal part of the economy. But when inflation gets too high
or rises too quickly, the rising costs put a strain on everyone, especially smaller
business owners greatly affected by the financial crunch.
Increase in prices of materials affects the businesses specially for the small
business owners as well as the consumers through this, the customers will be able
to decide not to buy stuffs regarding the party needs.

SOCIAL FACTOR

 Existence of Online Shops

Because of the numerous advantages and benefits, more and more people
say they prefer online shopping over conventional shopping these days. So, the
existence of online shops that offers the same products, customers will rather

Page 6 | 48
choose to buy products online because it can save time for both buyer and retailer,
it is convenience, and no need to worry about the hours of operation of stores.

TECHNOLOGICAL FACTOR

 Use of Social Media

Companies also communicate, collect feedback and deliver offers to
customers through official social media. Companies have also started using social
media for recruitment, highlighting the changing trends of business towards social
media.
 Internet Penetration
Companies have also created usage of the high internet penetration to gain
consumers and for the transaction and promotional strategies to be able to instantly
interact with buyers and collect feedback.
 Technological Innovations and Development Level
Companies must carefully consider ongoing innovations to stay ahead of
their competitors. Technological innovations such as these have the potential to
reform the industry and redefine the rules of success for market participants.

ENVIRONMENTAL FACTORS

 Recycling and Waste Management

Businesses have been forced to implement recycling and waste management
strategies due to the combination of rising environmental pollution and
technological innovation. Recycling is almost a corporate standard in several
nations. Also, firms must establish effective waste management procedures in
organizational units that are situated in or close to urban areas. Many countries
have imposed strong regulations to preserve their urban areas through appropriate
garbage management.
 Green Consumption
Businesses frequently participate in CSR initiatives that protect the
environment. A green product line, which is a modification of the company's
current items, has also been introduced. To boost its contribution to environmental
sustainability, the company intends to steadily expand the weight of its green
product range.

Page 7 | 48
LEGAL FACTOR

 Anti-discrimination Law
All personnel are subjected to diversity trainings and workshops on a regular
basis in order to avoid discriminatory and biased actions, which could have serious
consequences. Businesses also ensure that there is no discrimination within the
corporation and that the organizational culture is devoid of harmful elements.
 Consumer Protection Laws
To protect customer data, businesses must understand data protection laws.
Also, there are laws that establish the maximum price, guarantee a specific level of
quality, and shield customers from deceptive marketing promises. To guarantee
that consumer protection rules are followed, firms must take these aspects into
account.
 Health and Safety Law
Regarding the health and safety of employees at work, there are stringent
rules. Reputable organizations and groups conduct routine checks with firms to
determine whether safety nets, drills, and other preventative measures are being
implemented at the workplace.The safety and health of employees includes not
only their physical health but also their emotional and mental health.

- IE MATRIX
IFE MATRIX

STRENGTHS WEIGHT RATING WEIGHTED

SCORE
1. The capability of online goods sales. 10% 3 0.3
2. Low levels of competitiveness in 9% 3 0.27
Cabanatuan
3. Reasonable pricing 11% 4 0.44
4. Loyal Current customers 13% 4 0.52
5. Product quality is excellent. 12% 4 0.48
WEAKNESS
1. Competitors are fast to offer similar 11% 3 0.33
products.
2. Seasonal demand 10% 2 0.2
3. Insufficient funds allocated to 8% 2 0.16
marketing
4. Limited access due to one location 8% 2 0.16
5. Lack IT and e-commerce expertise. 8% 2 0.16
TOTAL 100% 3.2

Page 8 | 48
EFE MATRIX

OPPORTUNITY WEIGHT RATING WEIGHTED

SCORE
1. Ongoing growth of online sales 15% 3 0.45
2. The capacity to open new stores 11% 3 0.33
3. Purchase of new rounds of capital 10% 2 0.2
4. Manufacturing of exclusive goods 10% 3 0.3
5. Strengthening of relationships for 15% 4 0.6
wholesale distribution
THREATS
1. High numbers of significant rivals in 10% 2 0.2
the market
2. Regulation changes may have an 9% 2 0.18
effect on the business.
3. Major competitors already sell the 7% 2 0.14
goods.
4. Changes in customer preferences. 7% 2 0.14
5. Input price increases may result in 6% 1 0.6
higher prices.
TOTAL 100% 3.14

STRONG AVERAGE WEAK

4.0
WINNER WINNER QUESTION MARK

HIGH -grow and build -grow and build -hold and maintain

WINNER AVERAGE LOSER 3.0

MEDIUM -grow and Build -hold and maintain -harvest or divest

PROFIT LOSER LOSER 2.0

PRODUCER
LOW -harvest or divest -harvest or divest
-hold and maintain

4.0 3.0 2.0 1.0

Page 9 | 48
 The results of the IE matrix indicate that the company landed in Quadrant I,
which is grows and builds. The company might expand its market reach and
enhance its product offering. However, it is noteworthy that the company's IFE
score is 3.2, indicating a strong inward position. This demonstrates the superior
inner quality of Fiesta Cheers General Merchandise. On the other hand, the EFE
score got 3.14.

When developing a marketing strategy, the business (Fiesta Cheers General

Merchandise) may consider product development and market development, which
include launching new items, franchising, acquiring businesses, and improving
sales through online marketing. The business would thus be capable of attracting
more customers and maintain its competitive advantage within the same industry.

- QSMP MATRIX

(Quantitative Strategic Planning Matrix) for Fiesta Cheers Merchandising

Alternative 1 Alternative 2
Product Development Market Development
Key Factors
Weight Attractiveness Total Weight Attractiveness Total
Scores Attractiveness Scores Attractiveness
Score Score

Strengths
The capability of
online goods 0.10 3 0.30 0.11 1 0.11
sales

Low level of
competitiveness 0.05 1 0.05 0.07 1 0.07
in Cabanatuan

Reasonable 0.08 3 0.24 0.09 2 0.18

pricing

Loyal current 0.16 4 0.64 0.9 1 0.09

customers

Product quality is 0.09 3 0.27 0.11 3 0.33

Page 10 | 48
 excellent

Weaknesses

Competitor are
fast to offer 0.15 3 0.45 0.05 0 0.00
similar products

Seasonal demand 0.07 4 0.28 0.10 2 0.20

Insufficient funds
allocated to 0.15 1 0.15 0.05 1 0.05
marketing

Limited access
due to one 0.03 0 0.00 0.15 4 0.60
location

Lack IT and E-
Commerce 0.12 4 0.48 0.18 3 0.54
expertise

Sum Weights 100% 100%

Opportunities

Ongoing growth 0.10 2 0.20 0.15 3 0.45

of online sales

The capacity to 0.08 0 0.00 0.18 4 0.72

open new stores

Purchase of new 0.10 4 0.40 0.13 1 0.13

rounds of capital

Manufacturing of 0.14 2 0.28 0.11 1 0.11

exclusive goods

Strengthening of

Page 11 | 48
relationships for 0.05 2 0.10 0.12 3 0.36
wholesale
distribution

Threats

High numbers of
significant rivals 0.15 4 0.60 0.05 0 0.00
in the market

Regulation
changes may 0.08 1 0.08 0.08 1 0.08
have an effect on
the business

Major
competitors 0.14 4 0.56 0.06 0 0.00
already sell the
goods

Changes in
customer 0.11 4 0.44 0.05 1 0.05
preferences

Input price
increases may 0.05 1 0.05 0.07 1 0.07
result in higher
prices

Sum Weight 100%

Sum Total Attractiveness Score 5.57 > 4.14

Doing Quantitative Strategic Planning Matrix QSMP for Fiesta Cherrs

Merchandising, we came to a conclusion that product development is a better
option which acquired a higher score of 5.57 than the market development
acquired a 4.14 score.

Page 12 | 48
C. MARKETING PLAN

- Marketing Priorities

1. Improve market position

2. Add product customization /personalization
3. Target new customer
4. Increase customer retention
5. Increase sales

- Marketing Goals

1. To boost the use of social media platforms in promoting the business and its
products.

2. To add new products that can be tailored to the demands of the customer.

3. To have a strong competitive position by reaching new potential customer.

4. To constantly provide standard quality of product and excellent customer service.

5. To improve the efficiency of Marketing Strategy.Marketing Goals

- Marketing Objectives
1. To use social media platform to boost sales with the goal of 250,000 Pesos
Within a Month.

2. To Attract the costumer by Adding new Product in the market list this Current
Year.

3. To have a strong foundation in Market Industry by doing survey to give the

costumer wants and needs with in a quarter year.

4. To Provide Quality Product in a Low price by finding a Good supplier to boost

the sale of Company in the next 5 years.

Page 13 | 48
6. To Improve the efficiency of marketing strategy and convince huge customers to
purchase within a Month.

- Marketing Strategies

A marketing strategy is a plan that a business or organization uses to carry

out promotional strategies in an effort to persuade potential customers to become
customers. Promoting brand awareness online using social media platforms and
search engines is one example of a marketing strategy. (Kristen Dahlin, 2022)

The TOWS Matrix is used by the researchers since it will provide us with
the thorough documentation they need to identify the strengths, weaknesses,
opportunities, and threats that the business will encounter as it grows or extend its
activities. A comprehensive business plan suited to a party supply store is also
included in the package.

Strenghts (S) Weaknesses (W)

1. The capability of online goods 1. Competitors are fast to offer

TOWS MATRIX OF FIESTA sales. similar products.
CHEERS GENERAL 2. Low levels of competitiveness 2. Seasonal demand
MERCHANDISE AND PARTY in Cabanatuan 3. Insufficient funds allocated to
NEEDS. 3. Reasonable pricing marketing
4. Loyal Current customers 4. Limited access due to one
5. Product quality is excellent. location
5. Lack IT and e-commerce
expertise.

Opportunity (O) SO WO

1. Ongoing growth of online sales
2. The capacity to open new stores
3. Purchase of new rounds of capital
4. Manufacturing of exclusive
goods
5. Strengthening of relationships for
wholesale distribution
1. The growth of the company can
be fully expanded by maintaining
online sales and boosting product
online promotion through online
advertising. (S1,O1)
2. Since the fiesta cheers Gen is a
business in Cabanatuan with low
competitors, it may expand by
concentrating on a certain niche
market and building a strong
brand that distinguishes it from
1. By online market, sells products
through delivery or logistics. Party
needs and plastic ware are needs of
other businesses such as eateries,
fast food, or services offered
catering. We can supply them with
what products need for their
business. (W1,O1)
2. Expansion of business in the
other place and offering more
variety of products that they need.

Page 14 | 48
major competitors. (S2,O2)
3. A company can optimize the
purchase of additional rounds of
capital while keeping client prices
fair. Value-based pricing enables
a company to accurately reflect
the genuine worth of a good or
service to the client while also
effectively communicating that
value through pricing and
marketing tactics. (S3,O3)
Partner with non-seasonal
businesses. W2,O2)
3. With these rounds of
fundraising, investors can
contribute funds in exchange for
equity or ownership in our
company. (W3,O3)
4. Plan for small and budgeted
Franchises for more location
access. (W4,O4)

4. The business might establish a 5.Hired a Newly Graduate IT

loyalty program that pays clients student to Gain Experience in E
for their ongoing business in order Commerce, Which can Solve Lack
to encourage repeat purchases and of Funds and IT Employee, And
boost customer retention. This can for instance the company will enter
involve special access to brand- Globally Market for Distribution
new products, discounts, or other of Wholesale Through E
benefits. Commerce and Information
The business should Technology. (W5,O5)
continuously develop and launch
new items or product features to
keep ahead of rivals and satisfy
customers' increasing wants. This
can entail keeping an eye on
market developments, remaining
current with developing tools or
materials, and getting client
feedback. (S4,O4)

5. The business may guarantee

that its products are constantly of
the greatest quality by
concentrating on continual
improvement and quality
management systems, which can
increase client happiness and
loyalty. Also, the company can
pinpoint areas for improvement
and adapt its goods or procedures
to gradually raise quality by using
data and metrics to monitor and
enhance it.
The business should provide
competitive pricing and incentives
to get wholesalers and distributors

Page 15 | 48

Threats (T)
1. High numbers of significant
rivals in the market
2. Regulation changes may have an
effect on the business.
3. Major competitors already sell
the goods.
4. Changes in customer
preferences.
5. Input price increases may result
in higher prices.
to collaborate with it. Offering
volume discounts, free delivery
for large sales, or other benefits
that promote repeat business could
be part of this. (S5,O5)
ST
1. Social media is an effective tool
for promoting brands and
connecting with potential
customers. Create a solid social
media plan that combines
interesting content, specialized
marketing, and influencer
collaborations.
Additionally, offering top-notch
customer service can help set your
business apart from the
competition. Put your attention on
offering individualized service,
promptly addressing consumer
questions and issues, and having a
simple return policy. (S1,T1)
2. Concentrate on establishing a
significant local presence in
Cabanatuan by taking part in
community associations,
contributing to good works, and
working with other businesses.
Customers' loyalty to a brand and
this can help with that.
Maintain up-to-date knowledge
of any regulatory changes that
may have an impact on your
company. This can assist you in
action taken in advance and
responding to them. (S2,T2)
3. Consider offering specials and
discounts to attract clients to
choose your business over rivals.
This could apply to referral
discounts, large order discounts,
or seasonal specials.
Improve your products,
services, and customer experience
on a regular basis to stay one step
WT
1. Improves service quality and
products lead to innovation in the
field of our business. (W1,T1)
2. During the pandemic there are a
lot of restrictions and the need to
follow safety protocols. Since this
kind of business is seasonal and if
regulation changes may have an
effect on our business, the best
strategies for this are Delivery
services and promoting goods and
services through social media
marketing. Great opportunity to
create promotional videos to
promote products even pandemic.
(W2,T2)
3. Create a budgeting plan to
minimize expenses and find
suppliers with low prices. To
lessen the competition who sell the
same kind or similar product, we
can offer some discounts, and
coupons to convince our beloved
customers to avail it. (W3,T3)
4.Expansion of business on other
place and create a successful client
contact plan.
Maintaining contact with your
clients is crucial. Create a database
with their contact information,
including phone numbers and
email addresses. Try to interact
with customers on social media, if
at all possible. can directly
message them with information
regarding special offers. (W4,T4)
5.Find Alternative material at
Page 16 | 48
 ahead of your rivals. Keep an eye global market whose selling
on client opinions and adjust to wholesale with lower quality and
shifting market trends and lower price.
preferences. By doing this, you Hire a Sionior IT and E commerce
may be able to offer unique goods expertise to teach other employee
or services that your competitors to do IT work and E Commerce
would not. (S3,T3) (with Budgeted money) to Reduce
the Lack of funds. (W5,T5)
4. The business might concentrate
on fostering long-lasting
connections with its present
customers by offering specialized
services, incentives, and
promotions. Customers may
become more loyal as a result and
be less inclined to switch to a
competition.
While customers are more
likely to stick with a brand they
can relate to and trust, this can
also manage avoid the effects of
shifting consumer preferences.
(S4,T4)

5. To keep your prices

competitive while preserving the
quality of your products, keep a
tight eye on the market and
competition pricing. This can
assist you in reducing the impact
on customers while adjusting
prices as necessary to remain
profitable. (S5,T5)

The illustration above shows potential strategies extracted from matching the
internal and external factors. The analysis helps “Fiesta Cheers General
Merchandise” to utilize Strength , exploit Opportunities , minimize Weakness and
avoid Threats.

Porter’s Five Forces Model

Porter's Five Forces theory asserts that rivals are not the sole sources of
competition. Instead, five fundamental masses threat of new entrants, the
bargaining power of suppliers, the bargaining power of consumers, the threat of
substitute goods or services, and rivalry, determine the level of competition in a

Page 17 | 48
given business. In this study, the researchers used this strategy to understand who
the business competition is and how their goods, services, and marketing tactics
affect the business's survival. The strength of these forces as a whole determine the
profit potential of an industry and, consequently, its attractiveness.

Threat of
new
entrants
Bargaining
Threat of
power of
substitutes
supplier
Porter’s
Five
Forces
Model Rivalry
Bargaining among
power of existing
buyer competitors

1. Threat of new entrants

Fiesta Cheers General Merchandise and Party Needs may face high threat of
new entrants from other business who may enter the market, which offer similar
products at a comparable price and have easily access from client location and
through e-commerce which is a big threat to the business. The business may build
customer loyalty and improve its market position by opening new store in other
place to gain access in new customers and increase sales through online marketing.

2. Threat of substitute product

Fiesta Cheers General Merchandise and Party Needs may face high threat of
subtitute products as the existing product of the business is easy to imitate and
improve by business competitors. Therefore, launching new product and
purchasing new equipment will be even more appealing to new customers.

3. Bargaining power of supplier

Due to the high demand of party needs in the market, the supplier tends to
increase their prices as well. The supply of party needs nowadays, is increasing
now that there is plenty of establishments who sell party needs around Cabanatuan.

Page 18 | 48
Strengthening the relationship between the owner and supplier, and increasing
loyalty from them.

4. Bargaining power of buyer

The buyer have high bargaining power in a place where there is a lot of party
supply store in the market, as they can choose any one of them. Keep prices
competitive while preserving the quality of your product to choose your business
over competitor.

5. Rivalry among existing competitors

Rivalry competition is high due a lot of business offering the same product,
when the business is growing, and when the buyers can easily switch to a
competitor’s offering for little cost. Consider offering quality product and
discounts to attract customer to choose your business over rivals.

4Ps of Marketing

To ensure that your offering satisfies a particular client need or demand, the
researchers use the 4 Ps marketing mix to assist the business in identifying its
marketing options or fundamental components of marketing a product in terms of
price, product, promotion, and place.

4Ps of Marketing
PRODUCT PRICE PLACE PROMOTION
Offers High- Value-based The main target of With the help of
quality party pricing this business are social media,
supply that have It is a method of consumers who buys coupon/flyers,
various unique determining prices and resell the voucher and logo
options and having that is largely products. So, the on the packaging
an affordable based on the current location of of the product, they
price. perceived worth of the business is stable can use it to market
Adding new a good or service and it fits to the the available
products such as by the consumer. target market of the product and
customization in Customers are the business. It is easy advertise also thru
terms of focus of value- to locate and has a banners exposing
customer’s based pricing, potential to party supplies and
preference. which bases prices recognized more. discounts to a huge

Page 19 | 48
 on what consumers The business is near pool of customers.
think a product is in public market, so
worth. the consumers may
able to see the
business and product
they are offering.
The area is also near
in events place.

The illustration above shows the purpose of the marketing mix, which is to
find the right combination of product, price, promotion, and place so that the
business can effectively communicate with potential customers and maintain
advantage over competitors.

- Marketing Key Actions

Activities Objectives Person in- Time Budget

Charge Frame

INITIATION

1.Develop A Strong To improve brand recognition in OWNER / 2

Brand identity the marketplace MANAGER MONTH

EXECUTION

1.This can include a This aim has to do with giving a OWNER / 5,000
logo, tagline, and brand company a distinct style that MANAGER
messaging that convey distinguishes it from its rivals.
the principles and
character of your
company.

MONITORING AND EVALUATION

1. Conduct regular The goal of this action is to

surveys to measure gather customer feedback in OWNER/ APRIL
brand recognition and order to understand how they MANAGER 2023 -
perception. view the brand and pinpoint any MAY
potential areas for brand 2023

Page 20 | 48
 improvement.

Regularly review sales The business can analyze sales

data to assess the data to ascertain whether its MAY
impact of your brand branding initiatives are 2023 -
identity on sales. successful and then adapt as JUNE
necessary to maximize sales 2023

TOTAL KEY ACTIONS = P 5,000

Activities Objectives Person in- Time Budget

Charge Frame

INITIATION

2. Build a website To attract potential WEBSITE

customers and secure your DEVELOPER 1 MONTH
business

EXECUTION

2.Create a polished and Customers can visit it as an WEBSITE 1 MONTH 3,000

user-friendly website that online storefront to find out DEVELOPER
displays your goods and more about the company,
services, gives contact its goods or services, and to
details, and enables make purchases.
clients to place online
orders.

MONITORING AND EVALUATION

2.Regularly review The business can identify OWNER/ APRIL

conversion rates to parts of the sales process MANAGER 2023-
identify opportunities for that may need improvement MAY 2023
improvement. by looking at conversion
rates in order to raise the
probability that customers
will take the desired action.

TOTAL KEY ACTIONS = P 3,000

Page 21 | 48
 Activities Objectives Person in- Time Budget
Charge Frame

INITIATION

3. Network with other To grow the company and OWNER/ 1 YEAR

businesses find potential partners. PARTNERSHIP

EXECUTION

3.Develop relationships Networking with other OWNER/ 1 YEAR 150,000

with other businesses in companies can help a PARTNERSHIP
your industry or niche to company reach a wider
make profit audience and achieve by
collaborations and boost establishing with possible
awareness of your brand. partners, suppliers, and
clients.

MONITORING AND EVALUATION

3.Maintain a list of all This action's goal is to OWNER/ APRIL

partnerships and monitor all collaborations MANAGER 2023-
collaborations and track and partnerships and MARCH
their impact on your assess their effects on the 2024
business. company.

The company can APRIL

Regularly review sales determine areas where it 2023-
data to assess the can strengthen ties or look MARCH
impact of partnerships on for new ones to spur growth 2024
sales. by keeping track of the
success of collaborations
and partnerships.

TOTAL KEY ACTIONS = P 150,000

Page 22 | 48
 Activities Objectives Person in- Time Budget
Charge Frame

INITIATION

4. Use social media To boost sales and make a ADVERTISER 1 MONTH

profit.

EXECUTION

4. Sites like Businesses may reach a larger ADVERTISER 1 MONTH 500

Facebook, audience and increase brand
Instagram, and recognition by producing and
Twitter can be transmitting interesting content
effective marketing on websites like Facebook,
resources for your Twitter, and Instagram.
party supplies
company.

MONITORING AND EVALUATION

4.Use social media This action's goal is to keep an MANAGER APRIL2023

analytics tools to eye on social media activity in MAY 2023
track follower count, order to evaluate how well the
engagement, and company's social media
referral traffic. strategy is working.

The business may identify

areas for improvement and
make data-driven decisions to
optimize its social media
Regularly review presence by studying social
social media metrics media metrics. Increased
to identify areas for brand visibility, customer APRIL2023
improvement. engagement, and ultimately MAY2023
sales, can result from this.

TOTAL KEY ACTIONS = P 500

Page 23 | 48
 - Contingencies and Risks

STRATEGY CONTINGENCY RISK

Adding different products in Financial risk, restricted
your store will enables access to capital or airing
customers to likely identify issues that put the project
Add other variety of and remember brands that over budget can prevent a
products/Introduce offer more variety and new product. It can be
new products options. It will also expensive and not sure if it
beneficial for the company has definite result.
because offering multiple
products will increase value
to customers and revenue.
It can help a business Expanding into new
increase its customer base markets can be costly. You
Expand to new and revenue, leading to over may need to borrow money
markets all growth and success. to buy new premises or
equipment to expand.
Enhance sales Through sales channel, it can It usually take a long time
channel help the company to build to get off the ground. And
relationships with potential less control over the sales
customers and create brand process and the product, as
loyalty. well as lower margins.

D. CONCLUSION

This Strategic Marketing Management Plan focuses on Fiesta Cheers

General Merchandise, a merchandise business that caters to a wide range of party
needs. This strategic plan depicts Fiesta Cheers General Merchandise's history,
mission, vision, as well as the strategies and action plans that must be implemented
or considered in order for the business to continue to grow and thrive. The
outcomes of this Strategic Marketing Management Plan show the strategies that
were aligned with Fiesta Cheers General Merchandise's internal and external
factors, which are its strengths, weaknesses, opportunities, and threats.

Page 24 | 48
 Fiesta Cheers General Merchandise needs to develop their products and
increase the variety of products that they offer based on the strategic tools that
were used in this plan. They must also use social media to effectively market their
business and products. As a result, the researchers conclude that in order to grow
and expand, any business requires effective and efficient strategies. It would also
help the business in recognizing and minimizing it's weaknesses and threats. By
conducting different business analysis, it will use to help the business grow and
prosper in order for the business to survive even longer, improve the product
selling, and increase the sales as well.

E. NEW LEARNINGS

A company that buys finished goods and resells them to customers is known
as a merchandiser. It is a vast but popular industry to start in, particularly in the
Philippines where we have physical retail stores and online stores that are also
classified as merchandise. Thoughts of building and having merchandising are
simple, but maintaining stability in the market and achieving growth are really
challenging. The researchers observed that in order to win a client's loyalty, the
store's owner and personnel should put the needs of the customer first. And as a
business administration students, the researchers need to keep this in mind,
especially since some of them aspire to be business owners or an employees who
interact with customers, both of which still require a customer-centric approach
where it prioritize meeting consumer demands.

The researchers learned that while taking risks is important in business,

proper planning and strategy-making would undoubtedly contribute to the success
of the enterprise. SWOT Analysis and the TOWS Matrix are very helpful when
developing a strategy since they highlight the demands of the company and its
areas of weakness. As a result, the organization will be in a better position to
develop strategies that will maximize its strengths and opportunities while
minimizing the negative effects of its weaknesses and threats.

In addition, each member's assistance was necessary for this paper to be

finished. Even though it was difficult to complete it online and occasionally there
was conflict with other members, it didn't become a barrier to not finishing it. The

Page 25 | 48
researchers put in their time and effort wherein they do manage to function as a
team. Success requires effective teamwork.

Overall, the researchers learned that there are many factors to take into
account when starting a business, including the ability to adapt to a rapidly
changing environment, the willingness to take calculated risks, the ability for
forecasting, to know the importance of the customer, proper planning of
formulating and implementing strategies, and many others which would help the
business to have growth and maturity in the market. Also, learning how to
collaborate both individually and as a team is important to succeed in every tasks.

Page 26 | 48
F. CV OF RESEARCHERS

ADONA BERNADETTE G.
Ramoso III St. Barangay 1, Laur, Nueva Ecija
Contact Number: 09672578336
Email Address: bego.adona.au@phinmaed.com

OBJECTIVES:

I would like to pursue my career which will enable me to extend and apply
my knowledge and To establish a fulfilling and secure career in a high growth
company with considerable professional advancement opportunities.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
First Semester 2021-2022

Page 27 | 48
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
Second Semester 2021-2022

SEMINARS AND TRAININGS

2022
DTI Nueva Ecija 2's Webinar on Sustainable Livelihood Projects

PERSONAL SKILLS

Willingness to learn
Time Management

PERSONAL INFORMATION

Age: 22 years old

Birthday: March 15, 2001
BirthPlace: Laur, Nueva Ecija
Civil Status: Single
Father's Name: Nelson D. Adona
Mother's Name: Josephine G. Adona

Page 28 | 48
CALIMA, KIMBERLY JOYCE O.
Bakod Bayan, Cabanatuan City, Nueva Ecija
CONTACT NO: 0926 403 1643
EMAIL ADDRESS: kimberlyjoycecalima@gmail.com

OBJECTIVES:

To an opportunity to maximize my potential and contribute to the expansion

of the organization. I'm looking for a position in a company where I can start my
career and develop important skills.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

MF TECH NC II PASSER
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University

SEMINARS AND TRAININGS

 DTI Training and Skills

Page 29 | 48
 The Core Functions of the BSP

PERSONAL SKILLS

Adaptability
Mathematics
Problem solving

PERSONAL INFORMATION

Age: 21 years old

Birthday: November 17,2001
BirthPlace: Bani, Pangasinan
Civil Status: Single
Father's Name: Manuel C. Calima
Mother's Name: Merlyn O. Calima

Page 30 | 48
CAPIN, ANGELYN N.
Purok Amihan, Brgy. Barrera,
Cabanatuan city, Nueva Ecija
Contact Number: 09674577772
E-mail Address: anno.capin.au@phinmaed.com

OBJECTIVES:

I would like to pursue my career which will enable me to extend and apply
my knowledge and To establish a fulfilling and secure career in a high growth
company with considerable professional advancement opportunities.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University

SEMINARS AND TRAININGS

College of Management and Accountancy

Page 31 | 48
 Research Colloquium 2023
February 20, 2023

PERSONAL SKILLS

Communication skills
Leadership Skills
Flexible and can adapt to different or changing environment

PERSONAL INFORMATION

Page 32 | 48
DIAZ, JUSTINE G.
Brgy. D.S Garcia, Cecilia Village II, Cabanatuan City
Contact Number: 0955-295-4915
Email Address: hustinaaadiaz@gmail.com

OBJECTIVES:

To become part of an organization when I can contribute and maximize my

capabilities and potentials and obtain personal growth as well.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS
Dean List for School Year 2021-2022
College of Management and Accountancy
PHINMA Araullo University
First Semester 2021-2022

Dean List for School Year 2021-2022

College of Management and Accountancy
PHINMA Araullo University
Second Semester 2021-2022

Page 33 | 48
SEMINARS AND TRAININGS

Participant: Selling Techniques

Participant: Innovation in Banking and Customer Service
Participant: Microfinance Operations
Participant: Personal Excellence
Participant: Career Orientation of Sutherland Philippines
Participant: 1st JFINEX Conference 2018 “Future Business and Finance Leaders”
Participant: Benefits of Microfinance in Career and Community
Participant: Sales, Communication, Project Management 101

PERSONAL SKILLS

Administrative Skills
Cashiering Skills
Encoding / Data Entry
Strong oral and written communication skills
Software and Application Skills ( Word, Excel and Power Point)

PERSONAL INFORMATION

Age: 24 years old

Birthday: December 02, 1998
BirthPlace: Cabanatuan City
Civil Status: Single
Father's Name:
Mother's Name:

Page 34 | 48
GARCIA JIAN D.
#14 Brgy. Bulala, Cuyapo, Nueva Ecija
Email Address: jian.grcia11@gmail.com
Mobile Number: +6392775323977

OBJECTIVES:

To be associated with a substantial organization and build a career, where I

can hone my skills in line with the company objectives.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Human Resource
Management
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

SEMINARS AND TRAININGS

PERSONAL SKILLS

• Ability to work under pressure

• Multitasking
• Excellent in customer service

Page 35 | 48
 • Leadership
• Interpersonal skills
• Time Management
• Computer skills

PERSONAL INFORMATION

Age: 25 years old

Birthday: July 11, 1997
BirthPlace: Cuyapo, Nueva Ecija
Civil Status: Single
Father's Name:
Mother's Name:

Page 36 | 48
GUILLERMO, MELANIE V.
Brgy. Bantug, Talavera, Nueva Ecija
Contact number: (+63) 9757227213
Email Address; guillermomelanie0515@gmail.com

OBJECTIVES:

To see myself as I employed in your company doing my best and the tasks of
the position assigned to me, not only in my chosen field but also the ability to perform
other duties and responsibilities assigned from time to time. To be an asset in your
company enhancing my skills and capabilities on the position assigned to me.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Human Resource
Management
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

 Top 3 (BAM 191 Introduction for  Top 5 (BAM 245 Fundamentals

Business Administration) 2019-
2020
College of Arts & Sciences
PHINMA Araullo University
of BPO 101) 2022-2023
College of Management and
Accountancy
PHINMA Araullo University

37
 Top 2 (BAM 245 Fundamentals
of BPO 101) 2022-2023
College of Management and
Accountancy
PHINMA Araullo University
 Dean's List (2nd Semester) 2019-
2020
College of Management and
Accountancy
PHINMA Araullo University
 NC lll Event Management
Services (COMPETENT) 2023
Microtech Institute of Trade
 Director for Ways and Means
2023-2024
JPMAP- Junior People Management
Association of the Philippines
PHINMA Araullo University

SEMINARS AND TRAININGS

 The Portals: Opening Market Opportunities for Young Generation

Mayor’s Hall in Talavera Municipality
March 02, 2018

 Second Look
La Parilla Hotel, Cabanatuan City, N.E
August 19, 2018

 Mindset Matters: Conquering Life's Cant's

Phinma Araullo University Gymnasium
October 8, 2019

 “ROLES OF FINANCIAL INSTITUTION IN STABILIZING FINANCIALS

OF MICRO BUSINESSES AMIDST THE PANDEMIC”
Phinma Araullo University – Webinar
Oct. 29, 2021

 Sustainable Livelihood Projects

DTI Nueva Ecija – Webinar

Page 38 | 48
 July 29, 2022
 On the Hunt: Tools You Need To Ace Your Job Search
HawodTech Solutions, Inc. – Webinar
March 18, 2022

 Research Colloquium
Phinma Araullo University Horizon Building
February 20, 2023

PERSONAL SKILLS

Proficient in Microsoft word, excel, and power point.

Good at time managing
Ability to work under pressure
Have a strong work ethic.

PERSONAL INFORMATION

Age: 21 years old

Birthday: May 15, 2001
BirthPlace: Brgy Bantug, Talavera
Civil Status: Single
Father: Melchor Guillermo
Mother: Anita Guillermo

Page 39 | 48
JUANE, ARIANE R.
Brgy. Pangatian, Cabanatuan City
Contact Number: 09223074817
Email Address: Juane.ariane18@gmail.com

OBJECTIVES:

Further develop my skills and abilities in a professional and challenging

environment, and at the same time to earn financial stability.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

SEMINARS AND TRAININGS

PERSONAL SKILLS

•Time Management
• Can work under stress and pressure
• Passionate with the task that is being given.

Page 40 | 48
PERSONAL INFORMATION

Age: 21 years old

Birthday: November 18, 2001
BirthPlace: Brgy. Pangatian, Cabanatuan City
Civil Status: Single
Father's Name: Ferdinand Juane
Mother's Name: Betty Juane

Page 41 | 48
RONQUILLO NICOLE G.
Barangay Poblacion East General Tinio Nueva Ecija
Contact Number: 09163345538
Email Address: ronquillonicole06@gmail.com

OBJECTIVES:

I want to pursue a career that will enable me to broaden and apply my

knowledge and to build a satisfying and secure career in a high-growth
organization with several possibilities for professional growth and development.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

SEMINARS AND TRAININGS

PERSONAL SKILLS
- Digital Editing
- Leadership

Page 42 | 48
- Teamwork
- Creativity

PERSONAL INFORMATION

Age: 20 years old

Birthday: June 16, 2002
BirthPlace: Cabanatuan City
Civil Status: Single
Father's Name: Joselito M Ronquillo
Mother's Name: Irene G. Ronquillo

Page 43 | 48
RULLAN, PAULINE KATE S.
Purok 2, Brgy. Manacnac Palayan City, Nueva Ecija
Contact Number: 09562514517
Email Address: pasa.rullan.au@phinmaed.com

OBJECTIVES:

I would like to pursue my career that will enable me to extend and apply my
knowledge, seek a challenging position in a reputed organization where I can learn
new skills.

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

SEMINARS AND TRAININGS

College of Management and Accountancy

Research Colloquium 2023
February 20, 2023

Page 44 | 48
 PERSONAL SKILLS

Communication skills
Willingness to learn
Time Management

PERSONAL INFORMATION

Age: 21 years old

Birthday: August 9, 2001
BirthPlace: Cabanatuan City, Nueva Ecija
Civil Status: Single
Father's Name: Paulino O. Rullan
Mother's Name: Ma. Victoria Rullan

Page 45 | 48
Theodore Naethaniel Y. Yap
Kapitan Pepe Calixtus Street Phase 2,
Cabanatuan City, Nueva Ecija
Contact Number: 09975782347
Email Address: thyu.yap.au@phinmaed.com

OBJECTIVES:

To further enhance the capabilities of the business to further improve by

selling in a way that the business would earn a good reputation and also build a
good atmosphere with the fellow clients in the business

EDUCATIONAL BACKGROUND

Tertiary Education: Bachelor of Science In Business

Administration Major in Banking and
Microfinance
PHINMA Araullo University
Maharlika Highway, Brgy. Bitas,
Cabanatuan City
3rd year

ACHIEVEMENTS

Dean List for School Year 2021-2022

College of Management and Accountancy
PHINMA Araullo University
First Semester 2021-2022

Page 46 | 48
SEMINARS AND TRAININGS

2022
DTI Nueva Ecija 2's Webinar on Sustainable Livelihood Projects

PERSONAL SKILLS

Organizational Skills
Time Management
Leadership Skills
Decision Making
Analytical Skills
Communication Skills

PERSONAL INFORMATION

Page 47 | 48