Chapter 4 Marketing Aspect

In this chapter indicates Wings of Hope Sped Learning Center's strategy that

combines all of its marketing goals into one comprehensive plan. The

organization's marketing strategy is drawn from market research and focus on

the right product mix in order to achieve the maximum profit potential and sustain

the business. It is shown here the fundamental goal of increasing sales and

achieving a sustainable competitive advantage.

4.1 Situational Analysis

A. Environmental Analysis

 The lower pricing of tuition fees on Wings of Hope Sped Learning

Center can be a factor to attract price-conscious parents

 Installment basis term of payment is a way for the parents to support

their children's fees

 The rivalry with other existing SPED in the market can weaken the

customers loyalty and decision to choose

B. Key Factors for Success

 High quality education

 Modern facilities

 Valuable Facilities

 Good location

 Offers various programs and extra-curricular activities

C. Market Segmentation
 Academics
4.2 Study of Demand and Supply

Table 1. POPULATION DISTRIBUTION BY AGE AND

GENDER GROUP
Table 1. Total Household Population by Five-Year Age Group, Sex, Dasmarinas City
Cavite: 2010
(Figures are based on 20-percent sample households. Details may not add up to
total due to rounding off.)
Annual Growth Rate 4.12%

AGE Male Female Total

GROUP
0-4 31,72 29,23 60,96
9 8 7
5-9 32,089 30,39 62,48
7 6
10-14 32,439 30,99 63,43
9 8
15-19 29,753 30,35 60,10
1 4
20-24 26,508 27,86 54,37
6 4
25-29 22,936 24,68 47,61
2 8
30-34 21,19 22,85 44,05
7 9 6
35-39 19,86 20,94 40,80
0 2 2
40-44 18,80 19,95 38,75
0 9 9
45-49 16,00 16,42 32,43
7 3 0
50-54 12,1 12,41 24,60
91 4 5
55-59 8,18 8,90 17,08
3 2 5
60-64 5,47 6,46 11,9
9 3 42
65 and 6,56 10,43 17,00
over 5 8 3

Total 283,736 291,933 575,669

Table 2. Population of Deaf- Mutes in

Dasmarinas City, Cavite 2014
Age Male Female Total
Group
0-5 4 1 5
6-10 13 20 33
11-15 44 38 82
16-20 28 28 56
21-25 27 36 63
26-30 24 21 45
31-35 23 18 41
36-40 14 16 30
41-45 10 18 28
46-50 11 9 20
51-55 11 5 16
56-60 13 6 19
61-65 5 3 8
65 and 1 2 3
over
TOTAL 228 221 449

% of DM 0.078%

Projected Population

Annual population growth rate 4.12%

Percentage of population of Deaf and 0.0780%
mutes

YEAR POPULATION DEAF AND MUTE (4-15 YEARS OLD)

2010 575,669 118
2011 599,387 467
2012 624,081 487
2013 649,793 507
676,565 528
2014
2015 704,439 549
2016 733,462 572
2017 763,681 596
2018 795,145 620
2019 827,905 646
 2020 862,014 672

capacity / room sessions / day # of

rooms
7 3 6

2016 126 25000 3,150,000.00

2017 135 25000 3,366,090.00
2018 144 25000 3,597,003.77
2019 154 25000 3,843,758.23
2020 164 25000 4,107,440.05
2020 176 25000 4,389,210.43

Population of Deaf in Dasmarinas, Cavite (Ages 4-15)

Ages Male Female TOTAL

4 1 1 2
5 1 1
6 1 1
7 3 3 6
8 5 10 15
9 4 4 8
10 1 2 3
11 3 7 10
12 3 7 10
13 7 15 22
14 11 4 15
15 13 12 25

TOTAL 118
SOURCE: From PWDO, Dasmarinas, Cavite

Past Demand
Year Demand Market Demand Market Total Annual
Acceptability Demand
2010 0.88 0.
1 75 0
2011 0.88 0.
 3 75 2
2012 0.88 0.
3 75 2
2013 0.88 0.
3 75 2
2014 0.88 0.
3 75 2

a. Total population taken from 143,102 multiplied by 8.23% of children ranges 5-14 ,
increased by Annual Growth Rate of 6.86%
b. Based on survey conducted, out of 100 correspondents 88% are market demand and
75% are market acceptability.
c. Total number of population multiplied by market demand and market acceptability.

Projected Demand

Total Annual Demand

Year a* Yi-1 Y=a+Yi+1
2015 0 2 2
2016 0 2 3
2017 0 3 3
2018 0 3 3
2019 0 3 4
2020 0 4 4

(a*) = (Total annual demand of 2014 - Total annual Demand of 2010) / ( 5 years - 1)
(yi - 1) = Previous Total Annual Demand

Supply
2020
2 2
2019
3 2
2018
3 2
2017
3 3
2016
4 3
2015
4 3

YEAR QUANTITY DEMANDED QUANTITY SUPPLIED EXCESS MARKET PERCENTAGE SHARE MARKET SHARE
2015 2 2 1 8% 0
2016 3 2 1 8% 0
2017 3 2 1 8% 0
2018 3 3 1 8% 0
2019 4 3 1 8% 0
2020 4 3 1 8% 0

25% 33%
25% 33%
25% 33%
25% 33%
25% 33%
25% 33%

4.2.1 Survey Tally

4.3 Competitor's Analysis

Wings of Hope SPED Learning Trails Center for Children

Center
Overview and Wings of Hope SPED Learning Trails provides individualized

profile Center is named to deliver a Special Education (SPED)

mindset to children that every sessions to children who

struggle in their lives is just a need support in their

challenge that needs to be academic performance. The

encompassed. We realize that children are initially seen by

deficiencies does not just impact

our Special Educator for a
the children, it impacts the entire
comprehensive evaluation
family. That is why we established
and a program will be
an institution which promises to
developed based on the
provide safekeeping of their
child's needs. Sessions may
children’s future regardless of
be scheduled once to thrice a
their flaws.
week with progress reports

provided every semester or

upon the scheduled review of

the child's developmental

pediatrician.
Target Market Children with disabilities in Children with disabilities in

Dasmarinas City, Cavite Dasmarinas City, Cavite

Products and Our program is established to Trails provides individualized
services promote a conducive learning Special Education (SPED)

center in which people with sessions to children who

disabilities can have a personal need support in their

commitment and action to shape academic performance. The

their future by empowering people children are initially seen by

with disabilities to increase their our Special Educator for a

independence through choice and

comprehensive evaluation
opportunity. We provide direction
and a program will be
and equalization of opportunities
developed based on the
to them as well as providing
child's needs. Sessions may
reasonable accommodations of
be scheduled once to thrice a
Deaf and Mute's to health care
week with progress reports
services and programs. As a
provided every semester or
learning center, we can help them
upon the scheduled review of
to learn the different things which
the child's developmental
can bring out their hidden talents
pediatrician.
and enhancing their self esteem

so that they can learn

independently. As a working

environment we value mutual

respect open communication,

teamwork, equal access, informed

choice, and individual control for

 everyone as we envision an

integrated community in which

people with disabilities are valued

and can participate in all aspects

of society which can make a big

impact in their lives.

Pricing P 30,000.00 P35,000

Location Lot 7, Block B-1, Barangay G/F A. Corporate Center
Luzviminda I, Area D, City of 29 Jose Abad Santos Avenue
Dasmarinas Cavite Salawag, Dasmarinas City,
Cavite

4.4 Marketing Plan

4.4.1 Market analysis

Market analysis is the initial step to distinguish whether the proposed

business will be feasible or not. It determines the appropriate pricing strategy

and course of action that the school shall employ to ensure its profitability.

4.4.2 Market Demographics

 Population

Currently, Dasmariñas City has a total population of 575,817 (given by

 the official in the municipal) and the official also mentioned that approximately

23.26% is the population of children ages 5-14 years old is within the city.

With this, the researchers estimate that the total population of children ages

from 5-14 years old is 133,915. This population count will then be distributed

to 75 Barangay (total number of Barangay within Dasmariñas) with a 96.52%*

literacy rate.

*Source: 2000 CPH/1994 functional literacy and mass media survey

 Behavioral Factors

The school targets customers who mainly prefer the cost and facilities that

the school can provide, and it is given that above all, the quality of education

must be the first thing to be considered. This can be seen in the survey

result, that out of 100 respondents, 87 chose cost and facilities as a factor in

looking for a school.

4.4.3 Market Trends

Sped schools in the Philippines is increasing. These said schools offer

services that can be experienced and provided in other sped schools. These

schools have different rules which will help the school to attract more enrollees.

This also increases the market because parents tend to desire more and the

more their children knows about the world, the more the children become

smarter.

As for Wings of Hope Sped Learning Center, the organization believes that

teaching the students to be wise and street wise is the best way to develop them,
and they also believe that this will attract a great number of students.

Wings of Hope Sped Learning Center will not only offer education inside the

four corners of the classroom but also how to learn in a fun and easy way outside

the school. There will also be projects of the school that will help the

environment, as well as people in the community.

4.4.4 Target Market

Wings of Hope SPED Learning Center target markets are deaf and mute

children in Dasmariñas City, ages 5-14 years old residing in the said area.

4.5 Positioning

Wings of Hope SPED Learning Center will position itself as a student-parent-

centered school with the best quality education. This will be achieved by

leveraging the School's knowledge and passion to serve the children.

The School principal and faculty members are friendly and approachable on

the concerns and complaints of the parents regarding their children enrolled in

the school. From the school's competent service, the children and their parents

will be surely satisfied.

4.6 Marketing Mix

4.6.1 Pricing
 Our pricing strategy will be based on the competitive method. We searched

on different SPED schools around Cavite and in that are similar to the services

that we cater in Wings of Hope SPED Learning Center.

Here are our findings:

 Achiever's Therapy and Tutorials ( Tanza, Cavite) - P30,000

 Bright Future Child Care and Development Center (Dasmarinas) -

P35,000

 Divine Angels Educ. Ctr. For Exceptional (Imus, Cavite) - P30,000

 The Early Steps Therapy Center (Kawit, Cavite) - P40,000

 Heart of Peace (HOPE) for Early Intervention & Child Development

SPED (Noveleta, Cavite) - P20,000

 Hope Well Therapy and Child Development Center (Bacoor, Cavite) - P

35,000

 JCS SPED Therapy and Tutorial Center (Imus, Cavite) - P25,000

 Professional Therapy and Education Specialists, Inc. (Dasmarinas) -

P30,000

 St. Raphael School for Special Children (Amadeo, Cavite) - P25,000

4.6.2 Advertising and Promotions

Gaining customers is a difficult part of operating a business. Effective

advertising should be conducted to be able to gain customers. To make the

customer aware, posters and fliers will be posted and distributed within the area.

We will also use social media (Facebook,Twitter, Instagram, Webpage) in order

for the customers to have an easy access with regard to the school.

4.6.3 Customer Service

The strategy in having a loyal customer is all about providing a good

customer service that will bring the customers back and happy enough to pass

positive feedback about the business along with others, who may also try the

services offered by the organization. Concerns and issues of the parents and

students will be addressed properly and action will be immediately taken with

regard to the concern. Complaints will be treated as an opportunity so as the

organization will continue to grow and improve.