Professional Documents
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Introduction
The ultimate aim of marketing starts from identifying the customers’ needs and satisfying
them and selecting of target market through market analysis and market segmentation as well as
understanding customer buying behaviour and providing superior value and quality. Its function
is to communicate the benefits and features of the product or service to its target consumers
through promotions and marketing strategies. Marketing also includes all the activities from
Marketing aspects are discussed in details in the 4Ps- product, place, price and promotion
framework. Product as defined refers to the goods and/or services are offered to customers.
Promotion on the other hand is described as the manner on how the producer communicates the
value of its products; price is the value of the exchange between the customer and producer. It
also includes all activities that involve communicating with the customer about the product and
Service Objective
The proponents aim to provide household owners a quality and efficient home repair
services and installations on areas of electrical, plumbing, carpentry, and roof maintenance.
Lastly, this study aims to create a positive impact and satisfaction to customers who will avail
the service.
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Service Description
that offers quality, effective and reliable service. It will provide services in the areas of
household problems in terms of electrical, plumbing, carpentry and roof jobs. It will provide
convenience to customers who find it hard to look for people who will repair something in their
houses. Customers can call, chat online or visit the office for acquiring or inquiring a service.
Target Market
consists of customers that share similar characteristics, such as age, location, income and
lifestyle. A well-defined target market is the first element of a marketing strategy. Product, price,
promotion, and place are the four elements of a marketing mix strategy that determine the
success of a product or service in the marketplace. It is proven that a business must have a clear
definition of its target market as this can help it reach its target consumers and analyze their
Based on the proposed service, the chosen target of the proponents is the household. The
service will provide and offer services that will satisfy the customer through quality and
responsive handyman services. A home is where people spend their every day, rest and stay.
These markets shall belong to the first district of Laguna, particularly cities of Biñan, Sta.Rosa
Market Segmentation
perceive the full value of certain products and services differently from one another. The service
Consumer's Budget
Allocation for Home Repair
Frequency of
Handyman
Service Need
Willingness
of consumers
to avail
Marketing Program
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
An effective business plan has set of activities that help you achieve your marketing
objectives. Your marketing objectives are strategic sales goals that fit your strengths and are a
good way to stretch your business in its current situation. It encompass elements as diverse as
advertising, web sites and brochures. As part of the strategy, you can look to find ways to boost
sales or accomplish other marketing goals as you build customer commitment to your brilliant
products. The Company will issue leaflets or flyers, post banners and utilize social media for
1. Leaflets or Flyers
distributed in selected areas in Laguna, which is in Santa Rosa, Biñan, San Pedro and
commercial areas. Flyers provide a great platform to promote and reach the consumer in
many ways including, door to door mail drop, newspaper insert, street distribution and
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
instore distribution.
2. Banners/Streamers
Banners or streamers will be posted along hi-ways, public places and commercial
areas to inform motorists and passerby about the services offered and contact number for
inquiries.
3. Through Online
Promotion through online will be more effective as today’s trends on social media
is growing. Most people are engaged to social media that is why it will be easier to
disseminate information. The company will create an official page where the services
Channels of Distribution
service passes until it reaches the end consumer. It can include wholesalers, retailers, distributors
and even the internet itself. Channels are broken into direct and indirect forms, with a "direct"
channel allowing the consumer to buy the good from the manufacturer, and an "indirect" channel
The company focuses on direct distribution as shown below, the company directly
Service Provider C
Competitors
In the business, it is important to know and enumerate who will be the competitors. The
proposed service is “Mr.Gentle’s Handyman Services” which is a business venture that offers
quality and responsive handyman services. It is advantageous because there is no any established
similar services nearby or within the district to compare with. Consumers will have a guarantee
of a place and details to go back to for any problems and inquiries assuring a quality service.
repair with quality and carefulness hence the word gentle and to be a company name that is
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
catchy which would be remarkable for people. Our logo is very simple and straightforward. An
icon of house which symbolizes our target market of households, a hand which symbolizes
providing a service with carefulness and gentleness, and our company name and brand name is
also included.
Mission Statement
responsive and efficient action easily available for customers. We aim to establish our name
which would provide assurance and satisfaction to customers through our quality service.
Vision Statement
provider that will continue the provision of top handyman service, expanding competency and
Service Pricing
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Supply and demand is perhaps one of the most fundamental concepts of economics and it
is the backbone of a market economy. Demand refers to how much (quantity) of a product or
service is desired by buyers. The quantity demanded is the amount of a product people are
willing to buy at a certain price; the relationship between price and quantity demanded is known
as the demand relationship. Supply represents how much the market can offer. The quantity
supplied refers to the amount of a certain good producers are willing to supply when receiving a
certain price. The correlation between price and how much of a good or service is supplied to the
market is known as the supply relationship. Price, therefore, is a reflection of supply and
demand.
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Standard Deviation
To calculate the projected demand, the Statistical Parabolic Projection Method was used
BIÑAN
YEAR Y YEAR Y X X2 X4 XY X2Y
2013 71,403.00 2013 71,403.00 -4.00 16.00 256.00 -285612 1142448
2014 73,106.00 2014 73,106.00 -2.00 4.00 16.00 -146212 292424
2015 76,294.00 2015 76,294.00 0.00 0.00 0.00 0 0
2016 80,111.00 2016 80,111.00 2.00 4.00 16.00 160222 320444
2017 83,568.00 2017 83,568.00 4.00 16.00 256.00 334272 1337088
384,482.00 0.00 40.00 544.00 62,670.00 3,092,404.00
A = 76305.4
B = 1566.75
C = 73.875
Projected Demands for City of Biñan
Projected Years YC
2018 88305.4
2019 93487.4
2020 99260.4
2021 105624.4
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
To calculate the projected demand, the Statistical Parabolic Projection Method was used
SAN PEDRO
YEAR Y YEAR Y X X2 X4 XY X2Y
-
67,157.00 67,157.00 4.00 16.00 256.00 -268628 1074512
2013 2013
-
68,794.00 68,794.00 2.00 4.00 16.00 -137588 275176
2014 2014
70,473.00 70,473.00 0.00 0.00 0.00 0 0
2015 2015
72,189.00 72,189.00 2.00 4.00 16.00 144378 288756
2016 2016
74,234.00 74,234.00 4.00 16.00 256.00 296936 1187744
2017 2017
352,847.00 0.00 40.00 544.00 35,098.00 2,826,188.00
A = 70447.54
B = 877.45
C = 15.23
Projected Demands for City of San Pedro
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Projected Years YC
2018 76,260.52
2019 78,441.86
2020 80,745.04
2021 83,170.06
To calculate the projected demand, the Statistical Parabolic Projection Method was used
STA. ROSA
YEAR Y YEAR Y X X2 X4 XY X2Y
2013 71,403.00 2013 71,403.00 -4.00 16.00 256.00 -285612 1142448
2014 73,106.00 2014 73,106.00 -2.00 4.00 16.00 -146212 292424
2015 76,294.00 2015 76,294.00 0.00 0.00 0.00 0 0
2016 80,111.00 2016 80,111.00 2.00 4.00 16.00 160222 320444
2017 83,568.00 2017 83,568.00 4.00 16.00 256.00 334272 1337088
384,482.00 0.00 40.00 544.00 62,670.00 3,092,404.00
A = 76305.4
B = 1566.75
C = 73.875
Projected Demands for City of Sta. Rosa
Projected Years YC
2018 66147.00
2019 67388.60
2020 68787.92
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
2021 70344.94
Demand Analysis
𝑁
𝑛=
1 + 𝑁𝑒 2
222926
𝑛=
1 + 222926 𝑥 0.052
The numbers of household for the three cities of Laguna were gathered from the License
Department of each city. From the computed sample size, the proponents used stratified random
sample, proportional allocation to determine the sample size per municipality, using the formula:
𝑛𝑁𝑘
𝑛𝑘 =
𝑁
For Biñan:
400 (93487.4)
𝑛= = 168
222926
400 (78441.86)
𝑛= = 141
222926
400 (67388.60)
𝑛= = 121
222926
After determining the number of respondents required in each city, the proponents
conducted survey in each city following the sample sizes computed above.
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Survey Result
Location:
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
1. How often do you experience appliances failures or a need for home repair service?
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
2. What particular repair service does your household often needs? (1 highest – 5 lowest)
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
4. Are you aware about any Repair Service Provider or any On-call Repair Service Provider?
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Supply Analysis
Market Share
TARGET MARKET COMPUTATION
Since it is difficult to determine the competitors’ supply, the proponents used the
household population as the basis for the computation of the target market.
SWOT Analysis
SWOT Analysis
STRENGTHS WEAKNESSES
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
OPPORTUNITIES THREATHS
TOWS Matrix
STRENGHTS WEAKNESSES
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
TOWS Matrix
Suggested Strategies
O3W1 – Advertise
O3W3 – Advertise
W3T1 – Advertise
W3T3 – Advertise
Tally:
University of Perpetual Help System Laguna
City of Biñan, Laguna
College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917