A marketing plan for the Japanese Schindler Elevator Company

Added Title

Japanese Schindler Elevator Company.

Date of Publication


Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Carmelita B. Walton


Home to many of the world's most pristine beaches, diving spots, and numerous sprawling, highly-urbanized city centers, Philippines has been touted as Asia's Rising Tiger in 2013. With reports from the World Bank narrating the government's economic initiatives and political reforms, the country is expected to stabilize financially and politically and with such promise of transformation and development, these programs reflect the government's vast improvement scheme, as it looks onward to the future. Complementary to this are the positive growth numbers reported for the local construction sector.

This year, the industry outlook reported by BCI Asia (Building and Constr try. With confident levels of growth rates of building commencements and positive construction data indicators, there is an apparent recognition that these positive trends experienced in the Philippines reflect a stronger growth than other counterparts in South East Asia. Reflected in the substantial and significant investments being pioneered by private investors, the government, and numerous real estate developers, this phenomenon is fueling a construction boom that is helping boost the Philippine economy.

A prime example of this is PAGCOR or the Philippine Amusement and Gaming Corporations development plan, the Bagong Nayong Pilipino, also known as, the country's Entertainment City. Previously coined the Manila Bay Tourism City, this $20 billion, Las Vegas-like gaming and entertainment complex houses projects including: Bloombery Resorts and Hotels Inc.'s Solaire Manila (2014), SM Consortium's Belle Grande (2013), Tiger Resort Leisure and Entertainment's Manila Bay Resorts (2016), and Travellers International Hotel Group Inc.'s Resorts World Bayshore (2016)

With such extravagant promise of future projects planned to be built in the country, the local construction industry forecasts ample opportunities for the elevator companies such as Jardine Schindler Elevator Corporation. A name already known in the industry, the company manufactures and sells elevator products including: the Schindler 3300AP for low to mid-rise projects, the Schindler 5400 for mid-rise projects, and the Schindler 7000 series for high-rise projects. Other product lines commercially sold by the company are dumbwaiters used to service the kitchen areas for restaurants and dining spots, the Schindler 9300 escalators, and Schindler 9500 moving walks.

Already a staple in the ever-changing urban landscape, the company has been engaged in numerous residential, commercial, mixed-use, and institutional developments all over the country. In 2010, the company won the high-value contract of Bridgebury Realty Corporation's now-iconic property, Zuellig Building. After installing 21 elevators and 4 escalators, the name Jardine Schindler has become tantamount to unmatched quality and safety.

Boasting more than 50 years of technical expertise, regional specialization, and engineering excellence in the country, the company is eyeing to close more big-ticket projects this year, as it gears to launch its newest product, the Schindler 5500 elevator. Combining high-tech engineering and top-class industrial systems, the Schindler 5500 serves as the perfect fixture to today's modern buildings. The product also boasts of a single modular system adaptable to a wide variety of applications, energy efficient technologies and materials, as well as, a lavish range of interior decoration lines and features further addressing the global need for space configurability, green mobility and freedom of design. Perfected to address the technical and progressive needs of residential and commercial buildings, mixed-use edifices, hotels, hospitals, shopping malls, and industrial projects, the Schindler 5500 is identified as the next generation of versatile elevator.

With this, the team's plan discusses the current industry status of elevators and the teams recommendations to Jardine Schindler Elevator Corporation to further enhance its marketing initiatives for its various product lines, particularly the Schindler 5500.

Abstract Format






Accession Number


Shelf Location

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


Elevators--Philippines--Marketing; Jardine Schindler Elevator Corporation

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