A service plan for one esplanade

Date of Publication

9-2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Lucas E. Santiago

Defense Panel Chair

Raymond Allan G. Vergara

Abstract/Summary

Every year, the number of weddings in the Philippines significantly increases. This considerable increase in weddings and the constant need of soon-to-wed couples for a wedding/reception venue helped accelerate the growth of the Hotel and Restaurant industry, wherein social venues are included.

Social venues, aside from providing a suitable setting for a memorable wedding celebration, cater to the individual needs of every couple by presenting their own proposed wedding themes, accredited suppliers, and the like.

One Esplanade is a splendid state-of-the-art structure uniquely situated by the bay and especially designed as venue to accommodate special occasions like weddings and other similar events. Its area is made even more special by the world-renowned sunset that blesses the Manila Bay.

One Esplanade’s direct in providing wedding venues are Palacio de Maynila, PICC Forum, and Le Pavillion. To help it complete with its competitors, One Esplanade plays out its major strengths: its competitive pricing, its romantic ambiance, the exclusivity of its place, and its strategic location. Its major weaknesses, though, like having no standard booking procedures, and recording through a manual booking system, give its competitors a chance to vie with One Esplanade.

One Esplanade’s major opportunities are the facts that weddings happen all year round, that are necessary in wedding celebrations, high demand for evening-weekend bookings, and high demand for December and May wedding bookings, an emergence of technology, and an availability of multiple communication medium. Its threats, on the other hand, are the emergence of wedding alternatives, seasonal demands, changing of buyer needs and taste, huge capital investment for the part of investors and soon-to-wed couples, intense rivalry among One Esplanade’s competitors, and One Esplanade’s venue depreciation.

With all these information in mind, the primary goals of this service marketing plan are to increase awareness, increase annual sales, and implement standard operating procedures for the different departments. The proposed strategies to achieve these objectives are to create a database management system, issue a standard operating procedure for the different departments, continue renovation and maintenance, introduce an alternative payment scheme, increase rental rate, add an extra marketing employee, and intensify marketing initiatives such as advertising and promotions.

The total cost of investments for 1 year is Php 1,791,784. This sum will be allocated to sales promotions, print advertisements in digests, journals, wedding magazines and wedding sections in newspapers, nontraditional advertisements such as billboard, websites and other online directories/listing, computer software programs, additional furniture and state-of-the-art equipments, and additional marketing employee.

It is vital that every significant area if the organization be monitored in a specific and timely manner in order to alert the management to problems or potential problems before a situation becomes critical. Different measures will be used to evaluate the efficiency of the investments plans and strategies this paper proposes.

For the company’s finances, first, the performance of monthly sales and revenues shall be monitored and reviewed adjacent to the financial objectives. Second would be that of a market share update in order to assess if strategies are effective in achieving the target market share. And last is to conduct a financial audit of the organization’ financial statements to assess its economic standing.

In terms of the company’s human resources, constant training and development programs must be scheduled during the year for all the employees. Plus, a peer edit will be done among all employees; and the results are only read and taken actions to by the President.

To assess the efficiency of the marketing strategies, customer feedback forms are to be used year-round, and a quick survey is also to be done to check the market awareness. Benchmarking will be used in order to track advertising campaigns of competitors against One Esplanade’s. Finally, the paper suggests hiring a mystery client in order to check in on the standard operating procedures for the smooth flow of transactions and systems of the company.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16079; CDTU016079

Shelf Location

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

Physical Description

leaves ; 28 cm. + 1 computer optical disc

Keywords

Marketing--Planning; Special events—Marketing

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Embargo Period

3-2-2026

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