Imperial Tacloban

8/18/2019 Imperial Tacloban

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Chapter 1

INTRODUCTION

BUSINESS BACKGROUND HISTORY

Business Name : Imperial Appliance Business Plaza

Business Type : Corporation

Business Address : RCT Building, Real Street, Tacloban City

Contact Number : !"#$ "%#&!""'

Imperial Appliance (la)a started as a single proprietors*ip but a

+amily partners*ip in contet by Tiu Te- .ian on August /, '012 in Iloilo

City3 It became success+ul and generated a big income t*at

encouraged t*em to con4ert it into a corporation on 5arc* '0/% and

made its branc*es in Roas City, Bacolod and .alibo and t*e entire

region 6I, and later +ocused on putting up branc*es in 5indanao areas3

In '007 t*ey started to put up in 8u)on area3 Currently Imperial

Appliance Business (la)a *as 20 branc*es nation9ide3

T*e company or t*e Imperial Appliance Business (la)a

en4isioned itsel+ to be t*e leading distributor o+ appliances and

+urniture in mar-eting nation9ide3 T*e company 9as already

establis*ed based on t*e good per+ormance o+ t*e business and

continues success in many years3 Indeed t*e company 9ants to

pro4ide ecient ;uality ser4ice to its customers all o4er t*e country3

T*e company is -no9n as t*e distributor o+ aA Tacloban Branc*(age '


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and braded appliances and +urniture in t*e (*ilippines3 T*e company is

o


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places buying t*eir needs3 T*ey al9ays ta-e good care o+ t*eir

customers3 T*ey al9ays assist you and introduce to you e4ery product

you 9ant and need3 T*ey sell products t*at *a4e *ig* ;uality and *a4e

-no9n brand names3 urt*er, t*ey al9ays assure t*at you get 9*at

you deser4e3 T*eir main concern is customer satis+action3

Imperial Appliance (la)a is a start&up company in Tacloban City

t*at operated +or '7 years 9it* its 4ariety o+ products to t*e people o+

Taloban City and t*e rest o+ t*e 8eyte pro4ince3 5ar-eting is critical to

its success and +uture protability3 Imperial Appliance (la)a o


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Purpose an !ission

A purpose and mission statement is a companys articulation to

its customers, employees and t*e entire 9orld o+ t*e purpose o+ its

eistence3 Ob4iously, businesses eist to ma-e money, maimi)e

prots and s*are*older 4alue, but t*e mission statement is more about

t*e +ront line t*an t*e bottom line3 T*at said, in order +or a business to

be success+ul, it *as to *a4e a clear and broad mission t*at resonates

9it* t*e public and tells t*em 9*y it 9ould be benecial to do business

9it* your company3

5ission statements generally include a statement o+ purpose, a

business statement, and an indication o+ t*e companys 4alues3 T*e

statement o+ purpose eplicitly states t*e purpose o+ t*e company3 T*e

4alues portion o+ t*e statement tal-s about t*e common 4alues s*ared

t*roug*out t*e company and *o9 t*ose common 4alues contribute to

t*e nal product3

An ideal mission statement s*ould be inspiring to employees3

T*e statement brings a certain +ocus to t*e sta< as t*e purpose o+

t*eir 9or- crystalli)es and t*ey are able to see t*e 4alue o+ t*eir

contribution3 e9 t*ings in li+e are as +ullling as t*e -no9ledge t*at

you are contributing somet*ing greater t*an yoursel+3 T*e mission

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statement s*ould allo9 eac* employee to see t*eir o9n personal role

in t*e rms success3

“To become one of the leading appliance centers in TaclobanCity

serving the customers with quality appliance and furniture at lowest price,

and competitive service”

Purpose o" !ar#e$in% Plan

Marketing Plan

A plan is a 9ay o+ ac*ie4ing somet*ing3 A mar#e$in% plan& is a

business document 9ritten +or t*e purpose o+ describing t*e current

mar-et position o+ a business and its mar-eting strategy +or t*e period

co4ered by t*e mar-eting plan3

A mar-eting plan *elps t*e business establis*, direct and coordinate its

mar-eting eA Tacloban Branc*(age "


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t*ey use to determine success3

T*e purpose o+ mar-eting plan is to build a customer base and

determine any opportunities to ma-e a prot3 5ar-eting plan 9ill *elp

t*e management manage t*eir proEected epenses and possible

proEected income and 9ill also *elp dene times o+ nancial outlay so

t*at 9*en t*ose lulls arri4e t*ey arent unepected3 It *elps t*em also

to dene t*eir mar-et, identi+y t*eir customers and competitors,

outline a strategy +or attracting and -eeping customers, and to identi+y

and anticipate c*ange3

Clarity in direction is one o+ t*e maEor benets o+ a mar-eting

plan3 It 9ill decide not only 9*en to ad4ertise, but *o9 and to 9*om3

(lanning is a -ey point and a core business principle t*at 9ill

*elp determine t*e +uture o+ your business and at t*e core o+ your

business is t*e mar-eting plan3 Its not Eust t*e nis*ed mar-eting plan

t*at 9ill *elp you, but t*e t*oug*ts you 9ill encounter 9*en 9riting t*e

plan and t*e obstacles you 9ill o4ercome in t*e process 9ill *a4e a

maEor eA Tacloban Branc*(age 7


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Re%ional !ana%er

Crei$ ' Collec$ion !ana%erBranc( !ana%er

Collec$orsAccoun$in% Dep$)

;uality *ome appliances, +urniture and oce e;uipments by pro4iding

ecellent customer ser4ices +or e4ery ilipino *ome and oces3

Mission

As a company, 9e commit to:

'3 (ro4ide reliable and ecient deli4ery o+ ser4ices to our

customers, suppliers and principals t*roug* massi4e

epansion and direct selling3

%3 5aintain good9ill and corporate prestige t*roug*

pro+essional selling, competiti4e pricing, pro4ide counseling

and competent tec*nical ser4ing3

#3 Create a people&and ser4ice&oriented 9or- en4ironment

t*roug* t*e pursuit o+ corporate 4alues o+ pro+essionalism,

*onesty, ;uality ser4ice, *ard 9or-, and dedication to9ards

total customer satis+action3

Imperial Appliance (la)a

ORGANI*ATIONA+ CHART



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Sales Dep$)

,are(ouse Dep$)

-iel Sales Rep)

Chapter 2SITUATIONA8 ANA8FSIS

Situation analysis is a mar-eting term, and in4ol4es e4aluating

t*e situation and trends in a particular companyGs mar-et3 Situation

analysis is o+ten called t*e Ht*ree cGsH, 9*ic* re+ers to t*e t*ree maEor

elements t*at must be studied: Customers, companies, and

competitors3 T*e number o+ HcGsH is sometimes etended to +our, 4e,

or e4en si, 9it* HCollaborationH, HCompanyH, and HCompetiti4e

ad4antageH3

Anal.sis/ Curren$ Prouc$s

Product Attributes

*ile most establis*ed business *as more t*an one stream o+

re4enue, it is o+ten sales o+ products t*at contribute most to t*is cas*

Jo93 T*e products$ a company sells 9ill be a *uge +actor in 9*et*er

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age /


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t*ey succeed3 T*e rig*t product can propel any company to +ortune

and t*e 9rong product can ma-e e4en t*e most e*austi4e eA Tacloban Branc*(age 0


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01C

@6C 8T%7DF/>: t*is %7inc* 8CD T6

+G

A4ailable in: %'L & #%L,8CD (anel, MD5I Input,(C Input, .arao-e, USB Terminal, Sub9oo+eroutput Built in D6Dplayer

Tos(i2a

Tos*iba #1 R6 7#" D B8CD T6 (re4ie9

Re"ri%era$or

s

,(irlpool

Conura Condura 03!Cut5etallic Sil4erRe+rigerator, 5odel

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age '!


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CTD#!!5N

Kel3ina$or

Panasonic

(anasonic & NR3BU#!%6egerator SeriesBottom&5ount&ree)er 33

Airconditioners

ColinA4ailable in indo9type and split typeaircon 3"'3"*p,manual and remotecontrolled, t9odirection air 4ane

Conura

8=D display, turbo

mode, manual and9ireless, sleep mode1*r oA Tacloban Branc*(age ''


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Hi$ac(i

A4ailable in 9indo9and split type, 3"&%3!*p,

ree)ers Euro$e# 23!cub3+t&'!3"cub3+t,9it* inner glass door,interior lig*t, rollercaster, sa+ety -ey loc-,double 9ire bas-et

Mome T*eaters

01C '%!! 9atts, DTS,DD,(rologic II, USB Input,Ipod doc-, A5?5tuner, 5(#, 5A, A6, @(=D, 5(=2compatibility,(rogressi4e scan D6Dplayer 9it* 1%!p and

'!/!i upcon4ersionComponents @6C 5atte sil4er aest*etic 9it*blac- grilles, #"! 9atts totalpo9er *andling, #&CD play,program and ec*angesupport, etended supperbass tec*nology, # preset, #manual =P settings, li4esurround sound settings,auiliary input, independentsub9oo+er 4olume control,dual auto re4erse cassettedec-

=lectric ansComes in plastic madematerials and steel, %%!4, #speed, 0! degree rotation,6DS= % round pins plug,stand +an and des- +an,"!9atts po9er

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age '%


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as Sto4es # gas, gas o4en, t*ermostatcontrol, gas grill 9it*rotisserie? o4en lig*t, '!!Qporcelain enameled blac-body, glass top co4er, ##M$ "2D$ "!$

centimeters dimension,O4en dimension: ##M$ 2%D$ "!$ centimeters,203! 8iters capacity alsoa4ailable in 2 burners$

Rice Coo-ers S$anar

urnitures Dining Table

All +urnitures arelocally made blended9it* imported material,comes +rom Narra and5ola4e 9ood

Imperial Appliance Business (la)a is one o+ t*e 9ell -no9n

distributors o+ t*e mentioned products3 T*ey *a4e been selling t*ese

products +or about '7 years in Region 6III3 T*ey sell branded

appliances and +urniture and gi4e good ;uality ser4ice to its customers3

In +act, t*ey are one o+ t*e best sellers and -no9n because o+ its polite

s-illed staA Tacloban Branc*(age '#


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9ays to impro4e prots3 T*ese are t*at t*e business o9ner can cut

costs or sell more, or nd more prot 9it* a better pricing strategy3

5erely raising prices is not al9ays t*e ans9er, especially in a

poor en4ironment 9it* so many competitors3 Too many businesses

*a4e been lost because t*ey priced t*emsel4es out o+ t*e

mar-etplace3 On t*e ot*er *and, too many business and sales sta


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Re+rigeratorSamsung 21,00"3!!= '1,"0"3!!(anasonic %2,"003!!S*arp '/,00"3!!

Sanyo '!,#0"3!!=lectrolu #1,70"3!!as*ing 5ac*ineAstron 2,/!!3!!Samsung %%,00"3!!(anasonic Single$ 2,0003!! T9in$ '!,1003!!S*arp T9in$ '2,10!3!!

Competitors Price List

Prouc$ I!PERIA+ E!COR RHINE8CD T6 %",0!!3!! %2,1!#3!! %2,'223!!Mome T*eater /,20!3!! ",0%!3!! 7,00!3!!Re+rigerator singledoor$

'!,%"!3!! '",77!3!! '7,""23!!

Re+rigerator t9odoor$

'",00"3!! '0,!"/3!! %%,/103!!

ree)er '#,7/!3!! '#,7""3!! '2,"003!!as*ing 5ac*ineAuto$

'#,0/13!! '2,'//3!!

as*ing 5ac*ineT9in$

/,00!3!! /,2#%3!! /,7'03!!

D6D (layer ',00!3!! %,!'23!! #,'0"3!!Airconditionaire '#,00"3!! '0,#023!! '/,/"23!!Component '7,0003!!

Distribution

To e4enly and sa+ely distribute appliances to customers Imperial

Appliance (la)a simply yet strictly +ollo9s t*e +ollo9ing product

distribution3

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!anu"ac$urer 4 SupplierImperial Appliance Plaza

Cus$omer

Figure __

Prouc$ Dis$ri2u$ion

Imperial Appliance (la)a is one o+ t*e appliance dealers in

Tacloban City eclusi4ely distributing ;uality products o+ most -no9n

brand around t*e globe3 Its products are directly ordered +rom

manu+acturers 9are*ouse and aut*ori)ed national dealer based in

5anila and Cebu3 (roducts are deli4ered to its main store s*o9room

located at Real Street Tacloban City3 rom its store, 9al-&in customers

bring 9it* t*em t*e appliances to t*eir respecti4e *ome and t*ats t*e

end o+ t*e distribution process3 In some case, products are course

t*roug* company sales agents +or processing o+ documents and

payments and deli4ered to customers respecti4e *ome as reJected

+rom deli4ery receipt3

Promotion

A promotional acti4ity t*at 9as *eld by Imperial Appliances (la)a

is t*roug* product cara4an and radio ads placement3 In terms o+ radio

ad4ertisement airing sc*edule depends on t*e proposal presented by

radio station representati4e according to terms and condition3 Non

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proposal +rom radio station means no ad4ertisements3 5ost o+ t*e

time, radio ads is #! seconder and duration again depends on t*e

proposal3

Imperial Appliance (la)a depend its all year round promotion

+rom its agents t*at roam around 8eyte pro4ince and +rom 9ord&o+&

mout* o+ its satised customers3 T*ere also a product cara4an t*at

4isits nearby municipalities and e4en remote to9ns in 8eyte li-e

Burauen, @ulita, Tabon&tabon etc3

Anal.sis/ Curren$ Tar%e$ !ar#e$

A current target mar-et is a group o+ customers t*at t*e business

*as decided to aim its mar-eting eA Tacloban Branc*(age '1


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Target mar-et o+ appliance products is a general public, +rom '

year old to t*e oldest year o+ *uman -ind is a potential mar-et t*e

industry3 Mome appliances benets e4ery member o+ t*e +amily li-e

tele4ision, c*ildrens are +ond o+ 9atc*ing T6 s*o9s and mo4ies3

atc*ing mo4ies it does not *appen 9it* tele4ision alone a D6D player

is needed3 Re+rigerators contribute a lot to t*e 9*ole +amily +rom

preser4ation o+ +oods to delicacies and deserts including cold 9ater

and Euices t*at re+res*es e4eryone3

Target mar-et are +rom lo9 income +amily to *ig*est income

+amilies in 8eyte pro4ince including t*ose in Samar pro4inces and

Biliran pro4ince 9*o *as an access and mood to buy t*eir appliances

at Imperial Appliance (la)a3

Table 3

PRO0ECTED POPU+ATION BY -I1E5YEAR AGE GROUP AND SE68eyte (ro4ince

2000-2040

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Source: %!!! Census&Based National, (ro4incial (opulation (roEections, NSO

Table abo4e presents t*e si)e o+ t*e target mar-et +rom year

%!!! up to %!2!3 It is clear t*at potential mar-et in continuously

increasing e4ery year3 Target mar-et at present t*at ages '"&'0 in

t*ree years time t*ey probably *a4e t*eir o9n +amily, t*ere+ore t*ey

9ill start in4esting or buying appliances +or t*eir +amily3 T*is scenario

clearly implies t*e potential gro9t* o+ appliance industry in t*e

Tacloban and 8eyte pro4ince in general3

Target mar-et +or appliances are ages ranging +rom '" years old

up to 1! years old3 Teenagers are no9 potential mar-et in terms o+

appliances, t*ey tend to become more tec*nology ent*usiast and

addicted broug*t about by tec*nology trend and competition3 T*is

gure 9ill ser4e as basis +or Imperial Appliance (la)a in de4eloping

greater mar-et saturation3

Table 4

+ABOR -ORCE AND E!P+OY!ENT STATUSO- HOUSEHO+D POPU+ATION

8eyte (ro4ince

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Source: National Statistical Coordination Board, Tacloban City

Table 2 presents t*e comparati4e data o+ year %!!1 and %!!/, it

s*o9s t*e mar-et si)e o+ t*e employed and unemployed3 T*is data 9ill

ser4e as basis +or producing more appliances and mar-eting strategy

+or t*e net business year3

Demographic Profile

Figure 1Gender Profile

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5ale emale

T*e abo4e grap* s*o9s t*at out o+ %"! sur4eyed potential

customers +rom Tacloban, Burauen, Dulag and Tanauan only #0Q are

5ale buyers 9*ile emale composed o+ 7'Q 9*o buy appliances and

+urnitures3

As gleaned on t*e grap*, +emales composed t*e *uge si)e o+

appliance customers it is simply maybe because +emales too- c*arge

t*e budgeting tas- +or t*e +amily, 9*ile most male are *esitant to do

t*ese c*ores3

T*e data s*o9s t*at mar-et segmentation o+ Imperial Appliance

(la)a Tacloban Branc* must +ocus on +emale community it is probably

because most +emales o+ *ouse9i4es does t*e nancial management

in t*e +amily3

Figure 2

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age %'

61% 39%


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Civil Status Profile

Single

5arried

As s*o9n in igure % Ci4il Status prole, most customers 9*o buy

appliances are t*ose married person 9*ic* is composed o+ /1Q o+ t*e

mar-et 9*ile single is only '#Q3

T*is only s*o9s t*at married person ac;uires t*ese appliances

+or t*eir +amily suc* as tele4ision, 9as*ing mac*ine, re+rigerator,

electric +an and any ot*er appliances t*at are 4ital in day to day li4ing

o+ t*e +amily3 Some singles in t*e sur4ey ages +rom %" years old and

abo4e3 According to t*ese singles t*ey boug*t appliances because o+

personal purpose and satis+action, t*ey 9ant some sou4enirs +rom

t*eir salaries or a good in4estment 9*ile t*ey dont *a4e +amily3

=4ery year number o+ couples is increasing t*is implies t*at

appliances 9ill ne4er be out in mar-et demand and contributed to

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age %%

87%

13%


23/60

increasing potential mar-et3

Figure 3

Occupation Profile

%2Q

''Q

'7Q

"!Q

Ao4ernment =mployee (ri4ate =mployee Sel+ =mployed Not =mployed

As s*o9n in igure # abo4e not employed composed t*e big part

o+ t*e mar-et 9*ic* is "!Q, +ollo9ed by go4ernment employee 9it*

%2Q t*en sel+&employed 9it* '"Q and nally pri4ate employee 9it*

''Q3

rap* implies t*at not employed population includes t*ose

running t*eir little business, engaged in agricultural business, labor

+orce, transport sector, industrial sector3

T*e data implied t*at customers or buyers o+ ;uality appliances

are not t*ose 9*o are employed in pri4ate and public oces but also

t*ose running t*eir o9n business and e4en in labor sector3

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T*is connotes t*at t*e mar-et is *uge enoug* and t*us need to

be penetrated in time to complete t*e mar-eting obEecti4es3

Figure 4

Monthly Income

",!!!&'!,!!!

'!,!!!&%!,!!!%!,!!!!,!!!

#!,!!!&2!,!!!

2!,!!!&abo4e

Customer income is also a +actor t*at aA Tacloban Branc*(age %2

8% 14%16%

26%36%


25/60

mar-et must be penetrated by company sales agent because t*ey are

muc* capable o+ ac;uisition o+ ne9 appliances3

Figure 5

MARKET SHARE

Imperial

=5CORDu =- Sam

8=N 5ar-eting

R8 Appliance

igure " s*o9s t*e mar-et s*are o+ Imperial Appliance (la)a and

its competitors in Tacloban City3 A sur4ey 9as conducted by

researc*ers in di


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9it* %#Q, 9*ile Imperial Appliance (la)a *olds t*e #rd ran- 9it* %'Q

+rom '!" respondents, and t*e remaining '7Q 9*ere s*ared by

=5COR and DU =. SA5 9it* /Q eac*3 T*is is a big c*allenge +or t*e

business to capture t*e big s*are o+ its maEor competitor3

Lifestyle

8i+estyle is also a +actor t*at a


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competitors is t*at it sells a product t*at *as *ig* ;uality and at

aA Tacloban Branc*(age %1


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Biliran

=astern Samar

8eyte

Sout*ern 8eyte

T*e mar-et +or appliance products in 8eyte pro4ince alone is

*uge3 O+ +our 2$ pro4inces near 8eyte namely Biliran, =astern Samar

and Sout*ern 8eyte 7"Q o+ t*e total mar-et are in 8eyte 9*ic* is

e;ui4alent to #%%,"%1 as o+ %!'! and continuous gro9ing in number

e4ery year3 =astern Samar *as a total *ouse*old o+ #1",/%% and

Sout*ern 8eyte *as #77!,'7! *ouse*olds 9*ic* is bot* '"Q o+ t*e

total mar-et si)e 9*ile Biliran pro4ince *as 1'",!%" *ouse*olds

respecti4ely3

T*e grap* s*o9s t*at Imperial Appliance (la)a can still penetrate

at least '!Q o+ t*e total mar-et per pro4ince e4ery year since all o+

t*ese *ouse*old 9ill need appliances3 It is understandable t*at all

appliances epires it certain period o+ time depending on manner

usage t*ere+ore t*is needs to be replaced3

It is also clear t*at e4en up to time t*at t*is researc* is 9ritten

lot o+ appliance center eists and ser4e t*e mar-et +or years, yet

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age %/

5%15% 15%

65%


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Imperial Appliance (la)a can slice t*eir mar-et s*are by con4incing

t*eir customers to *a4e t*eir purc*ases at Imperial (la)a3

It is belie4e t*at *a4ing a dedicated aut*ori)ed sales agent per

area 9ill *elp introduce t*e business directly to t*e target mar-et3 In

e4ery congressional district t*ere s*ould be at least ' sales agent3

8eyte pro4ince alone *as " congressional districts, Samar *as 7, and

Sout*ern 8eyte *as %, 9*ile Biliran *as only ' congressional district, +or

a total o+ '2 districts3

Anal.sis/ Curren$ Dis$ri2u$ors Ne$7or#

In t*e 9a-e o+ increasingly complicated supply c*ains,

distribution net9or- design plays a -ey role in controlling t*e cost o+

doing business3 And, in a 9orld o+ s*rin-ing margins, controlling t*e

cost o+ doing business can be t*e +actor t*at puts you a*ead o+ your

competitors3

An optimal distribution net9or- is intelligently designed to

minimi)e costs by pro4iding t*e customer t*e rig*t goods, in t*e rig*t

;uantity, at t*e rig*t place, and at rig*t time3 In most organi)ations,

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30/60

controlling distribution costs in4ol4es stri-ing a balance bet9een

9are*ousing and transportation3 *ile more distribution centers dri4es

do9n t*e cost o+ transportation, t*e opposite *olds true as 9ell3

Figure 1

Dis$ri2u$ion C(annel !oel o" Imperial Appliance Plaza

T*e diagram s*o9s a simple t*ree&le4el model o+ distribution

c*annel being +ollo9ed by Imperial Business (la)a3 As +ar as Imperial is

concern its products no longer passes t*roug* any distribution

c*annel3 T*ey are directly bringing t*e products to t*e end customers3

T*e sales agents are not c*annel but presented +or purposes o+

illustration t*at t*ey are Eust go&bet9een in +acilitating or negotiating

sales transactions but t*e products ne4er passes +or t*eir distributions3

Mo9e4er, as suppliers are concerned, Imperial Business (la)a is

ser4ing as c*annel o+ distribution3 At present Imperial Appliance (la)a

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age #!

Manufacturers or

Suppliers

Imperial Appliance

Business Plaza

Sales

Agents

Customers or

Clients


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*as =ig*teen '/$ acti4e sales agents all are +emale and T9enty&t9o

%%$ in&*ouse employee t*at composed o+ sales ladies, stoc-man and

accounting and management sta


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SUPP+IERS

TAC+OBAN !AIN O--ICE

OR!OC BRANCH BAYBAY BRANCH SA!AR BRANCH

Cus$omers

AGENTS

Cus$omers

AGENTS

Cus$omers

AGENTS

Street CITI Appliance Center and Rainbo9 Appliance at >amora Street

Du =- Sam Appliance Center at A4enida 6eteranos and len 5ar-eting

Inc at @ustice Romualde) Street Tacloban City3

All t*ese establis*ments oA Tacloban Branc*(age #%


33/60

SUPP+IERS

TAC+OBAN O--ICE

Cus$omers AGENTS

len 5ar-eting distribution c*annel begins +rom suppliers3

(roducts are s*ip to Tacloban 5ain Oce 9are*ouse3 Upon re;uest

on una4ailability o+ stoc- in its branc*es products are to t*em3 rom

branc*es products are sold directly to customers and t*roug* t*eir

aut*ori)ed sales agents3

RHINE !ar#e$in% Prouc$ Dis$ri2u$ion C(annel

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age ##


34/60

SUPP+IERS


RMIN= 5ar-eting distribution c*annel is simple direct c*annel3

(roducts are s*ip +rom 5anila or Cebu suppliers to Tacloban 5ain Oce

s*o9room3 (roducts are sold directly to 9al-&in customers3 Sales

Agents delegate t*e distribution o+ its products to customers in 4arious

places o+ 8eyte3 (roducts are deli4ered using RMIN= 5ar-eting

company deli4ery truc- or ser4ice 4e*icle3

E!COR Prouc$ Dis$ri2u$ion C(annel

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age #2

SAMAR BRANCHBAYBAY BRANCHORMOC BRANCH


35/60

AGENTS AGENTS AGENTS

Cus$omers Cus$omersCus$omers

SUPP+IERS


=5COR distribution c*annel is similar to len 5ar-eting3 (roducts

are s*ip +rom 5anila or Cebu suppliers to Tacloban 5ain Oce

s*o9room3 Upon re;uest on una4ailability o+ stoc- in its branc*es

products are to t*em3 rom branc*es products are sold directly to

customers and t*roug* t*eir aut*ori)ed sales agents3

R+ Appliance Cen$er Prouc$ Dis$ri2u$ion C(annel

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age #"

SAMAR BRANCHBAYBAY BRANCHORMOC BRANCH


36/60

AGENTS AGENTS AGENTS

Cus$omers Cus$omersCus$omers

R8 Appliance Center distribution c*annel is similar to len

5ar-eting3 (roducts are s*ip +rom 5anila or Cebu suppliers to Tacloban

5ain Oce s*o9room3 Upon re;uest on una4ailability o+ stoc- in its

branc*es products are to t*em3 rom branc*es products are sold

directly to customers and t*roug* t*eir aut*ori)ed sales agents3

Anal.sis/ Curren$ -inancial Coni$ion

inancial condition is t*e status o+ a rmGs assets, liabilities and

e;uity positions at a specic point in time, o+ten described in a

nancial statement3

Ta2le 88CO!PARATI1E -INANCIA+ REPORT

9:&: 9:&&

Imperial A( Annual ross Sales '/,%#',2!/3!!

%%,1/0,%7!3!!

Imperial =penses

• Cost o+ (roduct '!,0#/,/2"3!!

'#,71#,""73!!

• Transportation epense '!",7!!3!! '#%,!!!3!!

• Spare parts maintenance /7,2!!3!! '!/,!!!3!!

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age #7


37/60

• Utilities =lectricity$ '0%,!!!3!! %2!,!!!3!!

• Allo9ances 17,/!!3!! 07,!!!3!!

• Oce Supplies '0,%!!3!! %2,!!!3!!

• Salaries epense ""%,!!!3!! 7!!,!!!3!!

•

(romotion =pense TOTA8 '',01!,/2"3!!

'2,/1#,""73!!

ROSS SA8=S 7,%7!,"7#3!! 1,0'",1!23!!8ess: Ta #!Q$ ',/1/,'703!! %,#12,1''3!!

NET Income ;9


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en4ironment to9ards success is to be one step a*ead o+ competitors3

One 9ay is to researc* ne9er products t*at t*ey may *a4e, or to *a4e

competiti4e prices and sales3

=ternal +orces is aA Tacloban Branc*(age #/


39/60

page s*o9s t*e permits and licenses incurred by t*e company:

Table "

+e%al Documen$

Par$icularsAmoun

$Descrip$ion

BarangayClearance

'"!3!! T*is clearance is secured +rom t*e barangay9*ere t*e business is located as re;uired +orsecuring mayors permit

DTI BusinessNameRegistration

#!!3!!Business name registration 9it* DTI precedesall ot*er documents re;uired +or t*e business tooperate3 T*e registration is good +or 4e years

BIR Registration /!!3!!

T*is registration is re;uired to taation

purposes

5ayorGs (ermit2,1!!3!

!

T*is is a permit issued by t*e oce o+ citymayor allo9ing or granting t*e business tolegitimately operate in t*e city 9*ere it islocated

ire InspectionCerticate

2!!3!!Re;uired by t*e city be+ore a mayors permit isissued and as re;uired by la9s in compliance o+sa+ety measures

Sanitary Mealt*(ermit

%!!3!!Re;uired by t*e city be+ore a 5ayors permit isissued in compliance o+ *ealt* and sanitationmeasures

SSSRegistration

7!!3!!Re;uired by t*e social ser4ices oce +orpurposes o+ remitting social contributions o+employees and t*e business counterpart

Total (ermit and8icenses

1,'"!3!!

Anal.sis/ Summar.

T*e operating cycle o+ Imperial Appliance Business (la)a

commences on its ac;uisition o+ appliance and +urniture supplies +rom

diA Tacloban Branc*(age #0


40/60

corporations in 9*ic* t*e company *as trading and nancial

relations*ips until company +ully collected t*e cas* sales 4alue o+ t*e

sold items3 Since, sales transactions is eit*er cas* or credit and t*e

terms o+ credit or installments last on an a4erage o+ '/ mont*s,

t*ere+ore, t*e operating cycle o+ business more or less on t*e a4erage

o+ one and one&*al+ year3 T*is cycle 9ould not a


41/60

dont *a4e +amily3 =4ery year number o+ couples is increasing t*is

implies t*at appliances 9ill ne4er be out in mar-et demand3

Occupation prole presented t*at not employed composed t*e

big part o+ t*e mar-et 9*ic* is "!Q, +ollo9ed by go4ernment employee

9it* %2Q t*en sel+&employed 9it* '"Q and nally pri4ate employee

9it* ''Q3 Not employed includes t*ose running t*eir little business

and into agricultural business and comes +rom nearby municipalities3

Customer income is also a +actor t*at aA Tacloban Branc*(age 2'


42/60

5AR.=TIN STRAT=F AND OB@=CTI6=S

5ar-eting strategy is a process t*at can allo9 an organi)ation to

concentrate its limited resources on t*e greatest opportunities to

increase sales and ac*ie4e a sustainable competiti4e ad4antage3

5ar-eting strategies ser4e as t*e +undamental underpinning o+

mar-eting plans designed to ll mar-et needs and reac* mar-eting

obEecti4es3 (lans and obEecti4es are generally tested +or measurable

results3 Commonly, mar-eting strategies are de4eloped as multi&year

plans, 9it* a tactical plan detailing specic actions to be accomplis*ed

in t*e current year3 Time *ori)ons co4ered by t*e mar-eting plan 4ary

by company, by industry, and by nation, *o9e4er, time *ori)ons are

becoming s*orter as t*e speed o+ c*ange in t*e en4ironment

increases3 5ar-eting strategies are dynamic and interacti4e3 T*ey are

partially planned and partially unplanned3

!ar#e$in% S$ra$e%.

Imperial Appliance (la)a is one o+ t*e prime appliance centers in

Tacloban City and in 8eyte3 Imperial Appliance (la)a build loyalty and a

great customer base by o


43/60

mont*s3 T*ey can also a4ail 7 mont*s to %" mont*s installment

payment sc*eme3 A+ter sales ser4ice is also an ad4antage to buying

customers 9it* product and ser4ice 9arranty3

In t*e past +e9 years o+ operation since Imperial Appliance (la)a

opens its store are Real Street Tacloban City, mar-eting strategy t*at

9as adopted is relied on t*e suppliers?manu+acturers e


44/60

Financial Efficiency

& To decrease epenses by "Q3& To increase net prot by '!Q annually3& To impro4e o4erall eciency as measured by t*roug*put3

& To impro4e o4erall producti4ity doing more 9it* 9*at you

*a4e$3

!ar#e$in% O2ec$i3es

Current Customer

& =pand sales to eisting customers3

& Increase customer retention3& Increase customer loyalty3& Cross sell eisting products?ser4ices to current clients3& Ac*ie4e and maintain outstanding customer ser4ice3& Current Customer: De4elop and use a customer database3& Current Customer: Anticipate +uture customer needs t*roug*

customer +eedbac-3

New Customer

& Introduce eisting products into a ne9 mar-et3& Introduce ne9 products to ne9 and eisting mar-ets3& Anticipate +uture customer needs t*roug* customer +eedbac-3& To epand sales to t*e global mar-etplace3

Chapter 4

TACTICA8 5AR.=TIN (RORA5S

Tac$ical Decisions/ Tar%e$ !ar#e$

Target mar-et in pro4ince o+ 8eyte is categori)ed by gender, ci4il

status, occupation, and mont*ly income3 Based on t*e nding o+ t*e



45/60

researc* sur4ey conducted most customers are composed o+ +emales

9it* income ranging +rom '!,!!! a mont* and abo4e and most are

married3

it* t*is identied target mar-et, mar-eting strategy 9ill

primarily +ocused on t*ese aspects, $(e "emale popula$ion3 Sales

agents are +emales too, 9it* t*is scenario agents can easily persuade

or inJuence t*e greater mar-et to purc*ase products o+ Imperial

Appliance (la)a3

On t*e ot*er *and, I5(=RIA8 Appliance (la)a may also epand

its mar-et by penetrating eis$in% oces an 3arious

es$a2lis(men$s in Tacloban and t*e entire 8eyte +or oce ac;uisition

o+ ne9 e;uipments li-e air conditioner and oce +urnitures3

Eis$in% Ho$els an e3en uner cons$ruc$ion resien$ial

an o$(er accommoa$ion 2usiness in 8eyte may be contracted3

(roposals may be presented to t*em a*ead o+ time, agents or t*e

management may Eoin public biddings especially on di


46/60

player, tele4ision, 9as*ing mac*ine and re+rigerator3 In t*is case,

management o+ Imperial Appliance (la)a may come up 9it* add&on

promo 9it* maEor suppliers o+ most purc*ase appliance to attract more

customers3 or instance, e4ery spot cas* purc*ase o+ maEor appliances

t*ere is a +ree rice coo-er3 T*is acti4ity is epected to moti4ate ot*er

potential customers to *a4e t*eir appliance s*opping at Imperial (la)a3

5ost customers purc*ase appliance depends are budget

conscious t*ey consider rst t*eir nancial capability on buying

appliances3 Despite o+ t*e good product c*aracteristics or attributes

denitely customer 9ill buy only 9*at t t*eir budget3

Tac$ical Decisions/ Promo$ion

Imperial Appliance (la)a being situated along Real Street, most

passengers o+ 4arious 4e*icles plying t*is street usually pass by t*e

store 9it*out recogni)ing its signages3 To date, t*ere 9ere aluminum

signage attac* to store +acing t*e main street and an steel +abricated

billboard *ang&up t*at stretc* +rom %nd Joor o+ t*e building to 2t* Joor3

Muge 9all painted company name and ot*er product name can be

4isibly seen +or up to #!! meters it is on t*e le+t side&9all o+ t*e

building3 Ma4ing t*is signages t*ere s*ould be a perpendicular signage

position in +ront o+ t*e building +acing on bot* 9ays o+ t*e street3

A 4ery minimal epense +or t*e printing o+ dual&re+erral discount

card Jyer can be establis*ed3 It 9ill be gi4en to e4eryone 9*o 4isits

Imperial Appliance (la)a3 Anyone 9*o purc*ase appliances t*at can



47/60

present discount Jyer is entitle o+ product discount to be determined

by t*e management depending on t*e -ind o+ product t*e discount

a4ailable based on suppliers price3 Re+erral +ee and discounts is one o+

t*e most e


48/60

re;uired to submit necessary 4alid documents t*at 9ill attest *is?*er

;ualications3 A+ter training, sales agents 9ill be aut*ori)ed to ma-e

transactions at t*eir respecti4e area but denitely t*ey 9ill not recei4e

any collections or payments +rom customers3 A company designate

credit in4estigator 9ill personally 4isit t*e *ouse o+ applicants +or

installment or term base3 Upon appro4al o+ t*e Credit and Collection

Mead on t*e ndings o+ t*e documents presented by applicants and

t*e 4erication report made by credit in4estigator t*e appliances 9ill

be deli4ered to customer subEect to terms and conditions3

On t*e sc*edule time o+ collection, designate collectors 9ill

collect payments +rom customers3

Tac$ical Decisions/ Dis$ri2u$ion

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age 2/


49/60

Traditionally, as indicated on t*e distribution c*annel s*o9ed by

Imperial Appliance (la)a, distribution starts +rom t*e

suppliers?manu+acturers directly to t*e company 9are*ouse3 T*en

sales agents and sales +orce 9ill introduce t*e products to t*e

customers 9*en con4inced customers 9ill be escorted to t*e cas*ier

+or payment and once t*e customers step out +rom t*e store

transaction is nis*ed3 In most time, t*e company is dependent on

9al-&in customers and t*e close transactions by its aut*ori)ed sales

agents on eld3 T*is concept on sales agent can be implemented also

to any member o+ t*e company particularly in t*eir respecti4e

residential area3 By doing so t*e potential increase o+ mar-eting area

o+ responsibility is possible3 T*is can *elp increase or e4en double its

sales considering t*at non&agent employee o+ t*e company is t9ice t*e

number o+ aut*ori)ed agents3

To a4oid company loss or ris- in product distribution, in relation

to t*e proposed remote barangay penetration, it is suggested t*at

deli4ery o+ products s*all be limited to places accessible by company

4e*icle and only identied sa+e places3

Proposed Product Distribution


Sales Agents

Imperial

Appliance

Plaza

CUSTOMERS

Employees


50/60

Tac$ical Decisions/ Pricin%

(ricing met*od used o+ Imperial Appliance (la)a depends on t*e

-ind o+ products and suppliers price, depending on time o+ deli4ery and

economic condition3

A4ailment o+ discount depends again on t*e -inds o+ product,

season and terms o+ purc*ase3 Imperial Appliance (la)a gi4es +rom "Q

up to %!Q depending on spot cas* purc*ases3

Customers can purc*ase products using t*eir maEor credit cards

9it* !Q interest +or 7 mont*s and certain percent +or '% mont*s to %2

mont*s terms3

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age "!


51/60

Chapter 5

BUD=TIN, (=ROR5ANC= AND I5(8=5=NTATION

Budgeting lies at t*e +oundation o+ e4ery nancial plan3 5ar-et

budgeting presents a clear picture o+ t*e nancial implications o+ t*e

plan3 (er+ormance analysis presents t*e epected results o+ t*e plan

including its nancial impact3 Implementation sc*edule s*o9s

timeliness and identi+y t*ose responsible +or per+orming tas-3

Se$$in% $(e !ar#e$in% Bu%e$Setting up mar-eting budget +or any company +uture mar-eting

acti4ities needs more time to assess and e4aluate t*e impact o+ t*e

sales turn&out3 Budgeting +or t*is acti4ities demands -een obser4ation

on e4ery details to ma-e sure t*at e4eryt*ing t*at entails epense is in

appropriate trac-3

T*ere are t9o 9ays to ad4ertise and bot* need to be budgeted

+or, Eust anot*er spoon+ul o+ +ood +or t*oug*t3

Product Advertising

T*is consists o+ 9ell, ad4ertising company product3 It may be t*e

launc*ing o+ a ne9 product or ser4ice, or it could be remind consumers

9*at you *a4e to o


52/60

(er+ect product ad4ertising particularly in Tacloban City is on t*e

mont*s o+ April&5ay 9ere series o+ barangay and municipal estas

across t*e pro4ince is being *eld so as t*e muc* a9aited Tacloban City

esta celebration 9*ere e4en tourist Jouris* t*e city to grace t*e

e4ents and during t*e mont*s o+ October&December3

Imperial Appliance (la)a ad4ertising particularly in radio depends

on t*e promotional bidding submitted to t*em by t*e station

representati4e3 Ads specication 4aries also +rom radio station proposal

but most o+ t*e time radio ad4ertisement is on A5 radio station3 5obile

cara4an is also made and t*e area o+ promotion is determine by t*e

management depends on seasonal promotion sc*edule3 In general,

product ad4ertising depends on t*e ad4ertising made by manu+acturer3

Promotional Advertising

(romotional ad4ertising brings consumers in +or a specic

product promotion, but promotional ads bring t*em in because o+ a

special deal3 T*ese ads 9ould be coupons, specials, or one time o


53/60

company3

A) A3er$isin% !a$erials

TY PARTICU+AR

SUNITCOST

TOTA+A!OUN

TRE!ARKS

#! %2 Tarpaulin%!!3!

!7,!!!3!!

ill be *ang along5a*arli-a *ig*9ay +romCampetic to Abucayterminal3 Ri)al A4enue to

@ustice Romualde) to RealStreet up to TaclobanAstrodome

%,!!!

Discount lyer "!!3!! ill be distributed inalmost cro9ded area int*e city

8abor Cost:Setting uptarpaulin, #pa '"!?day %

days

2"!3!!

0!!3!!

T*ese persons 9ill becontracted to installtarpaulin on t*e streetsstated abo4e3

TOTA+ E6PENSE


54/60

T*e product orientation and training can be done in one '$ day3

(roduct catalog s*all be pro4ided by t*e supplier or manu+acturer3

Per"ormance Anal.sis

Due to absence o+ 4ital in+ormation needed +or t*e assessment

and 4alidation o+ t*e mar-eting strategy o+ t*e cooperating

establis*ment t*e researc*ers nd it dicult to present t*e actual

company per+ormance analysis3 Based on t*e data gat*ered, t*e

+ollo9ing is presented in relation to company per+ormance analysis3

In $erms o" Sales customers purc*ase per day$

Cas* Buyers

Credit Card

Installment

rom t*e data presented cas* buyers o+ Imperial Appliance (la)a

is 2!Q, in terms o+ sales per+ormance t*is is ;uite good because t*e

return o+ cost o+ goods and t*e prot is instant3 *ile credit card

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age "2

30%

30%

40%


55/60

purc*ases and installment are bot* s*are #!Q eac* on o4erall sales

per+ormance3

In $erms o" Annual Sales Sales against =penditures$

9:&: 9:&& 9:&9 9:&=

Imperial A( Annual ross Sales '/,%#',2!/3!!

%%,1/0,%7!3!!

%1,#21,''%3!!

#%,/'7,"#23!!

Imperial =penses

• Cost o+ (roduct '!,0#/,/2"3!!

'#,71#,""73!!

'7,2!/,%713!!

'0,7/0,0%!3!!

• Transportation epense"Q$

'!",7!!3!! '#%,!!!3!! '#/,7!!3!! '2","#!3!!

• Spare parts maintenance#Q$

/7,2!!3!! '!/,!!!3!! ''',%2!3!! ''2,"113!!

• Utilities =lectricity$#Q$

'0%,!!!3!! %2!,!!!3!! %21,%!!3!! %"2,7'73!!

• Allo9ances"Q$

17,/!!3!! 07,!!!3!! '!!,/!!3!! '!",/2!3!!

• Oce Supplies#Q$

'0,%!!3!! %2,!!!3!! %2,1%!3!! %",27%3!!

• Salaries epense ""%,!!!3!! 7!!,!!!3!! 7!!,!!!3!! 7!!,!!!3!!

•

(romotion =pense1,2!!3!! 1,2!!3!!

TOTA8 '',01!,/2"3!!

'2,/1#,""73!!

'1,7#0,!%13!!

%!,022,'70

ROSS SA8=S 7,%7!,"7#3!!

1,0'",1!23!!

0,1!/,!/"3!!

'',/1%,#7"3!!

8ess: Ta #!Q$ ',/1/,'703!!

%,#12,1''3!!

%,0'%,2%73!!

#,"7',1'!3!!

NET Income ;9


56/60

Chapter 6OTM=R CONSID=RATIONS

In$ernal -ac$ors

T*e retail mar-et is a *ig*ly elastic sector and as suc* is a


57/60

E$ernal -ac$ors

Imperial Appliance (la)a eperiences some seasonal trends in

t*e sale o+ its products3 A signicant portion o+ t*eir net sales and

operating income are generated during t*e t*ird and +ourt* ;uarter o+

t*e scal year, 9*ic* includes t*e estas and C*ristmas seasons3 T*e

amount o+ prot generated during t*is time depends on t*e estimated

sales +orecasted +or t*ose seasons3 I+ by c*ance, t*ere is an economic

do9n turn during t*is time, sales 9ill slump and in4entory 9ill increase,

leading to lo9er operating and prot margins3

ANNE6



58/60

Imperial Appliance Plaza Pic$orials

T(e

S$ore

I5(=RIA8 A((8IANC= (8A>A Tacloban Branc*(age "/


59/60

T(e As



60/60

T(e Sales -orce

Documents

Imperial Tacloban