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DIPLOMA IN HOSPITALITY MANAGEMENT TECHNOLOGY
CHAPTER II
MARKETING ASPECTS
Product/Service Description
Document Pros is a business that provides printing and layouting
services that provides printed materials for occasions, school activities,
government activities and even community and religious activities.
Layouting services suit those who are not knowledgeable and lack ideas
about layouting for their printed materials for their occasions and
activities. The business is also popular among students and teachers as
well as to those who work in offices and passing motorists because
Document Pros Printing materials are on display so that students,
teachers, and other passerby can buy printing and school goods from us
and because printed materials is one of the essentials needs in daily our
life and finding work and businesses.
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DIPLOMA IN HOSPITALITY MANAGEMENT TECHNOLOGY
Table 2.1
DOCUMENT PROS PRODUCTS/SERVICES OFFERED
DOCUMENT PRINT
Plain Print Colored Print
Legal Size ₱ 3.00 Legal Size ₱ 5.00
Letter Size ₱ 1.00 Letter Size ₱ 3.00
A4 Size ₱ 2.00 A4 Size ₱ 4.00
LAYOUT SERVICES
₱ 250.00 Starting price (price may vary depending on
the size and design).
PHOTOCOPYING SERVICE
Legal Size ₱ 2.00
Letter Size ₱ 1.00
A4 Size ₱ 2.00
PRINTING PRODUCTS
Coupon Bonds
Per Ream Per Box
Legal Size ₱ 280.00 Legal Size ₱ 1,000.00
Letter Size ₱ 250.00 Letter Size ₱ 900.00
A4 Size ₱ 260.00 A4 Size ₱ 950.00
Inks
₱ 380.00 Starting price (price may vary depending on
the brand of printer and type of printer).
Comparison of Product with Competitors
Document Pros is a printing shop that is located at Pugaro,
Dagupan City. There are no competitors in the area because it is an island
barangay. Most of the printing shops are found in the city proper. One of
distinctions of Document Pros between its competitors is that it offers
products and services like layouting at a lower costs. To guarantee client
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loyalty, the printing business ensures that it offers the best quality and
budget friendly printing services. This is a result of the firm’s belief in the
proverb of an anonymous author, which reads, "Loyalty is hard to find,
Trust is easy to lose, Actions speak louder than words." It means that
choosing our printing company is a decision that must be carefully
considered.
Market Area
Document Pros chose Pugaro, Dagupan City, as the location of its
first business. It is an island barangay that is far from the business area,
making it an excellent site to launch a business. Out of all the busiest
streets in Dagupan City, Pugaro was selected for this study since there
are no printing shops available in the area. Thus, it is suitable because it
is the first printing shop in the area and very accessible. It is strategically
positioned alongside the road to provide free advertising to individuals
who are walking and driving. The printing business will occupy a small
shop and be situated beside the Pugaro Integrated School. The business
attracts senior high school students, college students, and onlookers who
might be visitors to the region. There are also several commercial and
small business establishments in the area who need of printing services
for their advertising and promotional materials. Individuals and visitors
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from the different barangays and municipalities near the business area
may also easily stroll there from one side.
Market Share
Pugaro, Dagupan City is the target market for Document Pros.
Document Pros' major objective is to bring printing shops to them and to
provide printing services faster and affordable for all students, employees,
and bystanders so that they can save time and concentrate more on their
studies and other agendas. Additionally, the company’s main objective is
to enhance our own system in providing low cost but quality and
universally accessible service. Document Pros promotes creativity and
attention in all circumstances, delivering happiness through service.
The proponents conducted a brief survey every day for five days in
Pugaro, Dagupan City, followed by a modest promotion of their offerings,
and gathered information from 200 respondents.
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DIPLOMA IN HOSPITALITY MANAGEMENT TECHNOLOGY
Table 2.2
“How often do you visit a printing shop to print?”
Daily Weekly Monthly Never
DAY 1 15 20 32 1
DAY2 5 15 24 2
DAY 3 6 21 19 1
DAY 4 4 4 11 2
DAY 5 2 8 24 3
TOTAL 32=16% 68=34% 91 = 45.5% 9 = 4.5%
According to the data acquired, Document Pros have a market
share that may reach up to 45.5% and it may vary or change depending
on how the business respond to the comments from the respondents.
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Price Study
The price determines the amount of money it takes to acquire a
commodity or service. It is intended to assist in determining the value of a
given commodity throughout the trading process. It also plays an
important role in helping to establish a connection among the values of
various commodities by virtue of its function as a measurement tool.
Depending on the size of the layout, the quality and type of paper
used to be printed on, the current price for printing for printed materials
ranging from ₱7 to ₱10 per paper may vary. Since printing is not new to
the market, this feasibility study will also have to consider whether it can
generate more profit by taking into account the costs which would be
proportional to the financial condition of individuals in the area and their
location. The price of such services and products shall be determined
based on the following factors:
● Competition from other printing shop.
● The availability of other printing shops in the area.
● Value of the service offered.
● Size, quality, and type of coupon used to print and the design and
quality of the design layout.
● Mark-up needs to ensure the profitability of the proposed business.
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Sales Forecast
The method of sales forecasting is to predict future revenues.
Businesses can anticipate both short- and long-term success and because
of this it enables them to make informed decisions. The business may use
this as direction for managing its employees, resources, and budget.
The methodology of this feasibility study includes polling the public
and sampling the goods. The data is collected and recorded. The data is
arranged and transformed into useful business information. There are no
comparable historical sales numbers because the company is new. The
area surrounding the possible target market, such as students and school
employees, are observed and monitored in this case. This would allow for
a general assumption to be made on the expected sales.
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Table 2.3
“Among the services/products that we offer, which one do you
like to try?”
DOCUMENT PHOTOCOPYING SERVICE LAYOUTING SCHOOL
SERVICES
PRINTING SUPPLIES AND
PRINTING
PRODUCTS
DAY 1 50 6 5 25
DAY 2 11 4 6 10
DAY 3 12 4 5 6
DAY 4 25 5 4 4
DAY 5 13 6 5 5
TOTAL 100=50% 25=12.5% 25=12.5% 50=25%
The table above indicates that customers would like to try the
firm’s document printing, school supplies, and printing products since it is
the most popular and in-demand among consumers, particularly students
and office professionals.
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Table 2.4
“What product/services do you think customers would always
avail?”
DOCUMENT PHOTOCOPYING LAYOUTING SCHOOL
PRINTING SERVICE SERVICE SUPPLIES AND
PRINTING
PRODUCTS
DAY 1 25 25 5 6
DAY 2 15 15 3 1
DAY 3 25 20 1 1
DAY 4 25 6 2 1
DAY 5 10 9 4 1
TOTAL 100=50% 75=37.5% 15=7.5% 10=5%
Table 4.2 shows that customers always avail the Document
Printing. As a result, the Photocopying service is the most popular but
there are some clients who choose layouting services that Document Pros
offer and have prints done at other printing shops.
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Table 2.5
“How many customers visit EXPRESS PRINT at Arellano Street?”
DAY Number of customers
DAY 1 (Monday) 24
DAY 2 (Tuesday) 51
DAY 3 (Wednesday) 42
DAY 4 (Thursday) 33
DAY 5 (Friday) 50
TOTAL 200
PERCENTAGE PER DAY 26% Customer per day
The proponents created a sales prediction for reference using the
information acquired from the first two tables in combination with the
information gathered from the third table.
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Table 2.6
Daily Sales Projection for Services Rendered
Product Item Sold Amount Sold
DOCUMENT PRINTING ₱ 25,000.00
Legal size 1200 copies each
sizes (colored and
Letter size plain)
A4 size
Layouting Service 20 layouts ₱ 5,000.00
Photocopying Service 1000 copies each ₱ 12,000.00
sizes
Total ₱ 42,000.00
Table 2.7
Daily Sales Projection of School Supplies and Printing Products
Product Item Sold Amount Sold
Coupon Bond 3 Boxes Each size ₱ 8,550.00
6 ream each size ₱4,740.00
Printer Ink 6 bottles each color ₱ 9,120.00
TOTAL ₱ 22,410.00
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DIPLOMA IN HOSPITALITY MANAGEMENT TECHNOLOGY
Demand and Supply Analysis
The data and information acquired after observing and conducting
surveys for many days demonstrates that Document Pros is a credible
start-up in the industry. Our goods and services outperformed those of
their present rivals. If it is successful, providing top-notch services and
quality goods could win over consumers' loyalty and progressively attract
more potential buyers. We have ample materials and other commercial
products in our stockroom. Customers receive top-notch service that
exceeds their expectations thanks to reliable suppliers and dedicated
staff. Customers will be more satisfied, and there will be less complaints
in the future. From each responder who checked the box, the following
data was obtained.
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DIPLOMA IN HOSPITALITY MANAGEMENT TECHNOLOGY
Table 2.8
“How many copies of printed products do you usually avail?”
5-15 20-40 60 and above
DAY 1 50 25 1
DAY 2 5 7 4
DAY 3 25 5 5
DAY 4 35 19 3
DAY 5 4 1 6
TOTAL 124=62% 57= 28.5% 19 = 9.5%
62% of those who responded positively to the preceding question
are eager to use Express Print's promotions, services, printing products,
and assist them to promote the company to others. Most respondents
who answered "no" have reliable printing businesses that are well-known
in Dagupan City. Overall, the company has unquestionable promise and,
with a few tweaks, may become the most reputable printing shop in
Dagupan City.
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Promotional Strategies
Discount coupons – This will be given away to consumers within its
promotional period.
Online Game Tournament- Online games are now timely and relevant
to the market nowadays, this will help to introduce and support the target
market to avail out promos and services and at the same time they are
enjoying their fun time.
Membership Card – This will be given away to the valued consumer and
gives the members a 5% discount on their bill every time they avail
promos, products, and services.
Tarpaulins – Tarpaulins that are strategically placed in plain sight of
passersby as well as motorists and students.
Posters - Posters that are placed strategically in plain sight of passersby
as well as schools and establishments.
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SWOT Analysis
Document Pros
S W
Delivery cost of stocks
Low cost New business in the area
Location advantage Customer overflow
Quality goods
o T
Business expansion Thief
Additional services Possible grow of
offered and machinery. competitors
Positive market grow Weather condition
Figure 2.1
DOCUMENT PROS SWOT ANALYSIS
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Action Plan for Weaknesses & Threats of SWOT Analysis
WEAKNESESS
Buy a company service to lessen the
expenses for restocking and for delivery
service.
Effective and efficient marketing and
promotional strategies.
THREATS
Install safety and security gadgets around
the business area to avoid further accidents
and for public safety.
Renovate the business area to avoid
flooding and other possible calamities that
can damage the building and equipment.
Figure 2.1
DOCUMENT PROS ACTION PLAN
3rd Floor Maradel Bldg.
A.B. Fernandez Avenue, Dagupan City