MARKETING ASPECT

Marketing is the process of perceiving, understanding, stimulating, and satisfying the customer needs, wants and expectations through the goods and services of specially selected target market which is better than the competitors. The process of the business to build strong customer relationship in order to gain loyalty from them. In relation to our business, the bulk of our customers are the students in which the main needs are paper works for assignments, projects and other activities in the form of document and photo printouts that we provide at affordable price.

Marketing objectives To understand the marketplace and customer needs and wants.

To offer affordable services to our customers and at the same time maintaining constant quality outputs .

Provide in time service to customers. To maximize the usage of equipments.

To design an effective marketing strategy and to achieve competitive advantage over competitors.

To build strong customer relationship; And the ultimate objective is to earn profit for covering expenses and for future purposes. (Figure 3.1)

Printing And Other services

Profit

SAlary Expenses Figure 3.1

expansion

Service description Soft to hard printing is a business offering a service which gives the customer satisfaction and assurances. Services that is affordable yet providing high quality output and giving the customers assurance that we are providing a consistent service. We also provide other services aside from printing (documents, photos, calling cards, invitations, etc.) such as; scanning and photo editing. We prefer to use quality materials that are locally made that will bring the output of our service ideal to our customers.

Services offered

Printing services: black and white, color, inkjet / laser and photo paper printing.

Photo services: photo printing and photo editing or repair. Scanning services: text and photo. Others: calling cards, invitations, flyers, brochures, logos, presentations, catalogues.

Features

Fast Affordable Variety of Preferences Quality ( High standard materials, Clear copy )

Marketing strategy An effective marketing strategy enables our business to enter into tough competitive industry. It also enables us to achieve advantage over competitors and to dominate the large scale of market. We promote to introduce our business, encourage our target market, and let them became aware that our business exist. Advertising We will use tarpaulin including our logo and leaflets as advertising for our business. Tarpaulin will be posted in front of our business establishment.

Promotions On the first day of our business, we will conduct a first come first serve policy from customers who bear leaflets that are distributed the day before the commencement of the business. We will have a maximum of 500 pages offer for FREE to those who will present the leaflets. Every individual will automatically benefit a maximum of 10 pages for free. We will distribute the leaflets through direct distribution.

Operating activities Our business will operate with this kind of flow, such that each customer to print for at least 50php worth of printed documents, he or she will avail a 10% discount.

Pricing strategy We will use penetration-based pricing in which competitors cost; prices and offers will be the basis of our pricing strategy. As the standard of our business pricing strategy, we will set our prices lower than which is prevailing in the market.

Our business will also consider price discount in its operation, which is 10% for at least every 50 php worth of documents printed. Target Market The printing services are targeted towards students and are price below the market minimum price. The other services (scanning, photo editing, invitations and others are targeted towards a more demanding customers and have somewhat higher prices.

SWOT Analysis By analyzing the market in the targeted area, we have come to the following SWOT analysis: Strengths The location near the three educational institutions and the intersections of two streets at Longos, Malabon City, providing high visibility. Convenience and low price yet high in quality services.

Weaknesses

The company is small and newly created and has limited capital for providing wider range of services.

During summer vacations, we are expecting that the profit will decrease.

The need for payment of loan.

Opportunities During peak seasons such as feasibility studies, research papers and thesis writings.

Threats Presence of competitors. Natural calamities such flood and typhoon. Decreasing number of incoming freshmen.

Survey Results

Out of 100 respondents, 90% are students and the remaining 10% are the working residents within the business area.

From the 1st question, majority of our respondents (92%) dont have printer at home. And they are considered as our potential market.

From the 2nd question, 79% of our respondents avail printing services at computer shop.

On the 3rd question, majority of our respondents