Marketing Plan for Islands Souvenirs - 6289 Words

A Strategic Marketing Plan of ISLANDS SOUVENIRS Presented to the Faculty of the Department of Business Administration University of San Carlos Cebu City, Philippines In Fulfillment of the Requirement of the Course MARK 21 – STRATEGIC MARKETING MANAGEMENT 9:00 AM to 10:30 AM JW440MC MW 1st Semester, AY 2012-2013 Submitted by: Agapay, Mylyn Jane Anore, John Paul Carreon, Joey Echiverri, Karl Lyle Grado, Diomedes Jr. Mata, Hanny Mae Pedralba, Ilona Jane Rayno, Mary Nestal Suan, Aileen Submitted to: Maria Angelita Ramona B. Libre-Valles Instructor Date Submitted: October 8, 2012 TABLE OF CONTENTS EXECUTIVE SUMMARY 3 I. INDUSTRY PROFILE I-A. SITUATION OF THE INDUSTRY * COMPOSITION OF BUSINESSES 4 * INDUSTRY†¦show more content†¦*Industry growth/decline patterns The industry in which Islands Souvenirs belong is the souvenir item industry under the tourism. The company has a little coverage in both since its main products are mostly clothes depicting words or images that show Cebu. The market growth of the industry is as follows; Visitor arrivals for the period January to August 2012 reached 2,858,348, an increase of 9.78% vis-à  -vis its previous year’s arrivals of 2,603,675 for the same period. The Korean market contributed 23.76% of the total visitor volume by providing 679,123 arrivals. It posted a double-digit growth of 10.39%, surpassing the overall growth in arrivals. Arrivals from the U.S.A. accounted for 15.63% or 446,684 arrivals. This market grew by 4.05% versus its arrivals of 429,280 a year ago. The Japanese market provided a total of 278,017 arrivals, comprising 9.73% to total visitor traffic. The said market grew by 9.66%, keeping pace with the overall growth in arrivals. Visitors from China provided the fourth biggest arrivals, capturing 6.29% of the total visitor volume and producing 179,879 arrivals. This market grew by 19.09% over its year-ago volume of 151,042 arrivals. The Taiwanese market comprised the fifth biggest visitor market to the country registering a total of 155,675 arrivals and a share of 5.45%. This market increased by 29.11%, the highest among the top five major markets, over itsShow MoreRelatedThe Tourism Industry in Malaysia3987 Words   |  16 Pagesall tastes and most importantly, at relatively affordable prices. Figure 1: Map of Malaysia Lying just north of the equator, Malaysia is located at the south of Cambodia and Vietnam and north of Singapore and Indonesia. More than one thousand islands are part of Malaysia with some 38 designated as marine parks. Parts of the primeval rainforest are more than 100 million years old with a dazzling selection of birds and wildlife. Malaysia has superb golden beaches, lush vegetation, mountains andRead MoreGuidelines for Recovering Thailand’s Tourism Image After Political Crisis1139 Words   |  5 Pages6. Scope of the Study This research is a study of the diverse strategic plan to recover Thailand’s tourism image that will ensure the come back and the repeat travel for first time international travelers. The illustration is to reduce the negative image after the unrest and welcome back the tourists by increasing the confidence and positive image of the country. The study will cover topics as follows: ïÆ'Ëœ Scope of Areas This research will carry out the survey of the current Thailand tourism imageRead MoreEssay about Travel Agency Feasibility Study8839 Words   |  36 Pagesrequired equipment and the necessary materials to complete the study. A special thanks goes to Ms. Kristine Mariano amp; Architect Patrick Paul Mariano for thier time and effort, who help us to assemble the parts and gave suggestion about the task and plans.   Last but not least The Lord Almighty, for His Divine Love and Mercy that has kept the researchers in good health and determination to accomplish their study. The Researchers I. EXECUTIVE SUMMARY Title of the Research: GOT TO GO TRAVELRead MoreGozo Is An Ideal Destination For Leisure2315 Words   |  10 PagesIntroduction Gozo is an island, which is part of the Maltese archipelago in the Mediterranean Sea. It has a territory of 67 square kilometres and a population of about 31,000 people. The island is about 5 kilometres away from the main island- Malta, and is accessible by a ferry link, which at the moment is the only link between the two islands. Gozo is rural and not as built up as the main island, which attracts a lot of domestic and international tourists. It is also very rich in historic locationsRead MoreFeasibility Study for a Beach Resort16987 Words   |  68 Pagesfeasible, enabling him to gain profit, and repay the probable loans in due time. To address the predicament of the owner, a feasibility study was commissioned. The approach used by the proponents of this study is a step by step and a streamlined plan, starting from identifying which market much be targeted, supported with facts, figures, and in-depth study of the natural endowments of Bulaklak Garden Resort, the inbound tourist statistics in Mindoro Oriental, and the travel behavior and practicesRead MoreComparison of Tourism Industries1968 Words   |  8 Pagessome are of national as well (Greek Independence Day, national anniversary). These festivals are the main attraction for tourists. As a matter of fact, tourists plan their vacations in accordance with the calendar of these festivals. Furthermore, during the religious events, the Greek cuisine is the most interesting part. Also, the souvenirs from the local venders are also present in the market. The vivid nightlife of Greece is worth watching. Also, when combined with traditional Greek music, it becomesRead MoreHk Disney16299 Words   |  66 PagesI. Executive Summary This marketing service plan on Hong Kong Disneyland aims to give concrete recommendations for the improvement of the theme park’s service marketing mix elements or 8Ps. Other than the different recommendations, this paper also contains various information regarding Hong Kong Disneyland’s current situation as well as other related vital knowledge needed for the service plan, such as; Industry Analysis, Competitive Analysis, TOWS analysis and TOWS matrix. The industry analysisRead MoreOcean Park Marketing Project9969 Words   |  40 PagesManagement Project – A Two Years Marketing Plan for Ocean Park Student Name: Chan Chi Keung Tommy Student Number: 052354 Spring Term 2008 Table of Contents (A) (B) (C) EXECUTIVE SUMMARY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ P4 INTRODUCTION OF OCEAN PARK †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦ P.5-6 MARKETING OBJECTIVE †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ P.7 1. 2. To attract more Mainland visitors in coming two years To sustain/ maintain Ocean Park as a world-class and must-see destination (D) SITUATION ANALYSIS †¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreOcean Park Marketing Project9976 Words   |  40 PagesManagement Project – A Two Years Marketing Plan for Ocean Park Student Name: Chan Chi Keung Tommy Student Number: 052354 Spring Term 2008 Table of Contents (A) (B) (C) EXECUTIVE SUMMARY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ P4 INTRODUCTION OF OCEAN PARK †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦ P.5-6 MARKETING OBJECTIVE †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ P.7 1. 2. To attract more Mainland visitors in coming two years To sustain/ maintain Ocean Park as a world-class and must-see destination (D) SITUATION ANALYSIS †¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreHard Rock Cafe Case Study5950 Words   |  24 Pagesquality. The souvenirs of cruising exhibition include over 70,000 guitars, drums, pianos, harmonicas, microphones, shirt, trousers, scarves, shoes, handwritten lyrics, cars, bicycles, a motor bus and souvenir of all kinds of rock. From now on, this kind of collection that it has collected is most valuable in the whole world. It also have VIP rooms hold 25 to 450 people, furnished with the cocktail bar for holding the private dinner and dance. It still sells various T-shirts, jackets and souvenirs in all