A Marketing plan on Mount Malarayat golf & country club and residential estates

Date of Publication

1997

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

When Active Group of Companies conceptualized the idea of developing a golf course, they visualized a world class golf-course with the most complete amenities and facilities that will make their clients feel that they are in a golf paradise. Now that it is fast developing, and the people behind this are excitingly awaiting for the opening of Mount Malarayat Club: some preparations and selling plans are being undertaken by the marketing department of Mount Malarayat Club.

This marketing plan will try to recommend some marketing strategies based on the goal and specific objectives stated in the plan and then compute for the costs of investments incurred by these strategies. Then finally, evaluate these actions that will be implemented.

The plan's main goal is to help the ambition of the Active Group for Mount Malarayat Gold and Country Club to be acknowledged as a world-class golf course that will eventually attract clients from the upper class. There are specific objectives in three different time periods. For the short term, the company will try to sell 200 shares before the opening and after the end of the year, they will try to attain a projected price per share value of P 5,000.000. The mid-term objective will attempt to increase the price per share value by 190% of the present price which sits at P 2,950,000. There will also be a plan to make a mini golf course for the kids of the families who are visiting Mount Malarayat. As for the long term objective, they will increase the price per share value by 235% of the price.

These objectives will be achieved through marketing strategies and programs recommended in this plan. Product plan strategies will include the additions of improvements for different the facilities like entertainment system for the golf club, addition of Karaoke bars in the Country Club, slanting chairs and lanes for bikes and blades. Discounts and different pricing schemes will be offered to the clients. As for the sales, sales quotas will be set. There will also be the tapping of other affiliates of the Active Group and also, the recruitment of students from prestigious schools as product representatives. Advertisements will include newspaper, billboards, direct-mailing, websites, magazines and other print ads. All in all the cost of the plan will reach up to P 2,578,780.

Budgets and costs will be given more importance to the pre and post advertisements of the golf course. Evaluations of the programs will be handled also by the marketing department through research and studying of results.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09697

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

77 numb. leaves

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