An evaluative report on Dimerco Agency Group Phils. (China Airlines)

Date of Publication


Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Marketing Management

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising Department


Awarded as best thesis, 1992


Executive Summary. The paper begins with a discussion of the corporate profile. The company formerly began in 1979 and believes in the family oriented atmosphere. As a General sales agent (GSA), it's nature of the business is to represent China Airlines (and Gulf Air) to travel agencies and freight forwarders who compose the company's market. Dimerco's competitors are the GSA's of other airlines.

Observations on company strengths and weaknesses follow. Some of the company strengths are its amiable workforce, its open back office philosophy, high employee compensation and its competitively priced regional fares. Dimerco's weaknesses are slow customer complaints procedure, insufficient staff members and slow service follow-up. Also observed were competitive marketing strategies such as cheaper-Goods Strategy, Price-Discount, Improved-Service and Intensive-Personalized-Service Strategies.

Towards the end of the paper, specific problems were pointed out, analyzed and given recommendations. For the single, purely mathematical sales forecast presently used, establishing several methods plus a judgemental aspect of sales force opinion poll and inclusion of a contingency forecast is advised. For insufficient training in customer relations sales forecasting, specific in-house seminars are outlined. For better job descriptions, defining precisely the jobs connection to customers is suggested. Finally, recommendations for establishing performance measures are presented. Included are Calls Per Day, and Sales Coverage Effectiveness Index.

The authors wish to impart that solutions for weaknesses and perceived marketing problems were purposely not provided due to their uncontrollabe nature. Furthermore, there are some perceived marketing problems whose remedies are presently underway.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

45 leaves

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