Marketing Plan for Islands Souvenirs
A Strategic Marketing Plan of
ISLANDS SOUVENIRS
Presented to the
Faculty of the Department of Business Administration
University of San Carlos
Cebu City, Philippines
In Fulfillment of the Requirement of the Course
MARK 21 – STRATEGIC MARKETING MANAGEMENT
9:00 AM to 10:30 AM JW440MC MW
1st Semester, AY 2012-2013
Submitted by:
Agapay, Mylyn Jane
Anore, John Paul
Carreon, Joey
Echiverri, Karl Lyle
Grado, Diomedes Jr.
Mata, Hanny Mae
Pedralba, Ilona Jane
Rayno, Mary Nestal
Suan, Aileen
Submitted to:
Maria Angelita Ramona B. Libre-Valles
Instructor
Date Submitted:
October 8, 2012
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
I. INDUSTRY PROFILE
I-A. SITUATION OF THE INDUSTRY * COMPOSITION OF BUSINESSES 4 * INDUSTRY GROWTH/DECLINE PATTERNS 4-6 * PRODUCTS AND SERVICES 6-7 * CUSTOMER/CONSUMER BEHAVIOR 8
I-B. COMPETITOR ANALYSIS 9-11
I-C. INDUSTRY ANALYSIS * PEST ANALYSIS 12 * PORTER’S FIVE FORCES ANALYSIS 13
II. COMPANY PROFILE
II-A. COMPANY BACKGROUND 14
II-B. COMPANY ANALYSIS * SWOT ANALYSIS 15-17 * GROWTH SALES 18
II-C. COMPANY’S MISSION/VISSION; GOALS & OBJECTIVES 19
II-D. MARKETING STRATEGIES AND PROGRAMS 19-20
II-E. MARKETING MIX DECISIONS 21-24
CONCLUSION 25
RECOMMENDATION 25
III. BIBLIOGRAPHY AND REFERENCES * BIBLIOGRAPHY 26 * INTERVIEW 26-28 * DOCUMENTATION 29
EXECUTIVE SUMMARY
Islands Souvenirs being the best endorser yet for Philippine Tourism has been able to successfully maximize the vast potential this industry has to offer. With outlets strategically located in the various tourist & travel destinations in the country and has since inception traveled even beyond Philippine shores, the company has experienced unprecedented growth in the souvenir retail business as brought about by the vigorous developments in tourism.
Islands Souvenirs offer high quality products which makes their
ISLANDS SOUVENIRS
Presented to the
Faculty of the Department of Business Administration
University of San Carlos
Cebu City, Philippines
In Fulfillment of the Requirement of the Course
MARK 21 – STRATEGIC MARKETING MANAGEMENT
9:00 AM to 10:30 AM JW440MC MW
1st Semester, AY 2012-2013
Submitted by:
Agapay, Mylyn Jane
Anore, John Paul
Carreon, Joey
Echiverri, Karl Lyle
Grado, Diomedes Jr.
Mata, Hanny Mae
Pedralba, Ilona Jane
Rayno, Mary Nestal
Suan, Aileen
Submitted to:
Maria Angelita Ramona B. Libre-Valles
Instructor
Date Submitted:
October 8, 2012
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
I. INDUSTRY PROFILE
I-A. SITUATION OF THE INDUSTRY * COMPOSITION OF BUSINESSES 4 * INDUSTRY GROWTH/DECLINE PATTERNS 4-6 * PRODUCTS AND SERVICES 6-7 * CUSTOMER/CONSUMER BEHAVIOR 8
I-B. COMPETITOR ANALYSIS 9-11
I-C. INDUSTRY ANALYSIS * PEST ANALYSIS 12 * PORTER’S FIVE FORCES ANALYSIS 13
II. COMPANY PROFILE
II-A. COMPANY BACKGROUND 14
II-B. COMPANY ANALYSIS * SWOT ANALYSIS 15-17 * GROWTH SALES 18
II-C. COMPANY’S MISSION/VISSION; GOALS & OBJECTIVES 19
II-D. MARKETING STRATEGIES AND PROGRAMS 19-20
II-E. MARKETING MIX DECISIONS 21-24
CONCLUSION 25
RECOMMENDATION 25
III. BIBLIOGRAPHY AND REFERENCES * BIBLIOGRAPHY 26 * INTERVIEW 26-28 * DOCUMENTATION 29
EXECUTIVE SUMMARY
Islands Souvenirs being the best endorser yet for Philippine Tourism has been able to successfully maximize the vast potential this industry has to offer. With outlets strategically located in the various tourist & travel destinations in the country and has since inception traveled even beyond Philippine shores, the company has experienced unprecedented growth in the souvenir retail business as brought about by the vigorous developments in tourism.
Islands Souvenirs offer high quality products which makes their
References: We had interviewed Ms. Andrea Lugue, the Group Marketing Head of the Islands Group last Sept. 14, 2012. Here is how the interview goes: Who are your markets? How do you segment your market?