Chapter III

Marketing Aspect

This chapter presents the market research and analysis which includes

the target market, estimated market share, intensity of competition, the marketing

strategy, pricing strategy, service prices and pricing structure, promotion

strategy, advertising and promotion.

Market Research and Analysis

This section discusses the target market, estimated market share and the

intensity of competition. Market research and analysis is the process of gaining

information about your target market.

Target Market

The primary target markets of the proposed venture are mainly the

students, graduates, residents and the workers of General Santos City. The

secondary target markets of the proposed business are the walk – in customers

who wants to experience the services offered by the proposed business.

Estimated Market Share

The estimated market share of the proposed business is five percent (5%)

since the proposed business is a new entrant in the industry. Twenty percent

(20%), belongs to the major players, since they are currently offering in the

market, have already known the ups and downs of the business, gained trust and

loyalty to their customers and operated for number of years with updated trends

and strategies. Seventy five (75%) will go to the open market or those related to

review center because they have established their name as a business,

developed strategies to increased their sales, established customer relationship

and been in the industry for years that already gained experience handling their

business with a good location.

The next figure shows the percentage of the market share to the business

in General Santos City.

Proposed
Business
Sales
5%

Existing
Players
20%

Open Market
75%

Figure 5. Estimated Market Share

Intensity of Competition

As of November 2018, the City Permits and Licensing Division gave

sixteen (16) list of registered Review Center in General Santos City. Their

existence has been known to the market in their own way to gain customers.

There are five (5) review centers which already exist in General Santos City and
been producing passers for number of years. One of it is the BMC’s SVCR

Review Center, owned by Ms. Aurora Kharizma Calugay Aujero, another is

SLRC (St. Louis Review Center) Training center owned by Ms. Emelda

Lardizabal Castil, GCRTC Review Center owned by Mr. Philip Sayson Fernan,

and Ms. Elena Cachuela Flores owned the TSAA IELTS Review Center, As a

new entrant in the business, it will be difficult to compete with other existing

players.

To compete in the industry, the proposed business will provide a high level

service that will meet the satisfaction of the customers and will offer an affordable

price to attract customers.

Marketing Strategy

The marketing strategy of the proposed business will be the use of social

medias and websites where in the proposed venture will be posting information

about the services offered, the numbers to be contact when there will be inquiries

and the location of the proposed business.

Sales and Distribution

In order to increase the sales and build customer relationship, the

proposed business will be using the direct distribution in conducting their

services. The customer can go directly to the proposed business and have a one

on one conversation with the lecturer or staff.

Pricing Strategy

The proposed business will offer service program with prices at reach. It

will start from minimal amount of service rate. In pricing strategy, the business

will use competition based in putting prices to the services.

Service Rates

The proposed business pricing structure will be affordable. Review center

business pricing structure is based with other competitors. This allow the

business to compete with other existing players.

The table 1 in the next page shows the pricing structure of the proposed

business and also the pricing structure of some existing players.

Utmost
The
G and E, Training
SVCR Review Proficient
Service Proposed
St. Louis Review and Development
Center Consultancy
Program Business
Center Center
and Review
Offer Full
Payment
Center

Down Down Full Down Full Down Full Down

Full
Payment Payment Payment Payment Payment Payment Payment Payment
Payment

Social Work 1,500 7,500 2,000 - 1,000 7,500 500 7,500 1,500.00 8,000.00

Nursing 1,500 13,000 - - - - 500 7,500 1,500.00 10,000.00

Teacher 1,500 7,500 2,000 7,000 1,000 7,500 500 7,500 1,500.00 8,000.00

Criminology 1,500 7,500 2,000 - 1,000 8,000 - - 1,500.00 8,000.00

Civil

Service 1,000 3,500 2,000 - 1,000 5,000 500 5,500 1,000.00 4,000.00
Promotion Strategy

To promote the proposed business, the researcher will use the different

kinds of advertisement to promote the proposed business.

Advertising through Radio – in a modern type of community, people

mostly listened music to radio. To develop awareness to the people that PILOT

Review Center exist in Anonas Street, General Santos City, the proposed

business will be airing on the radio adverstisement every other day with in the

first month of operation. This will give the listeners the information about the

business which includes the name of the business, location, numbers to be

contact in case of inquiries and most importantly the services offered by the

proposed business.

Interactive Media – by the used if this, the pictures of the services

offered, promo events, discounts and related activities will be posted so that

viewers will be aware and can see the services of the proposed business.

Posters and Print Ads- like other establishment, putting posters and print

ads in a public places like malls in the city is one of the best way to get the

attention of the target market and to promote the services of the proposed

business. Flyers will be given to every person passing by in the public places

with in the first two weeks of the operation.

Flyers – the proposed business will be giving flyers to the people with in

the General Santos City. It will help t expand the information about the proposed

business. The flyers contain the logo, location and telephone number.