OUR LADY OF FATIMA UNIVERSITY

Antipolo Campus
MKTG111 | MARKETING MANAGEMENT

MARKETING PLAN: JAS STORE

Submitted by:

Dawang, Jiselle-Anne S.

Fernandez, Princess Love M.

Gino, Bencel Grace M.

Pelayo, Carmina Shane S.

Tella-in, Ricky Mae E.

BSBA MM1Y1-1

Submitted to:

Ms. Elna Barrantes

 TABLE OF CONTENTS

1.0 Executive Summary 1

2.0 Situation Analysis (5Cs) 2

2.1 Company 2

2.2 Customer 3

2.3 Context 3

2.4 Collaborators 4

2.5 Competitors 4

3.0 Marketing Analysis and Strategies (STP) 5

3.1 Segmentation 5

3.2 Targeting 5

3.3 Positioning 6

4.0 Tactical Plans (4Ps) 6

4.1 Product 6

4.2 Price 7

4.3 Place 7

4.4 Promotion 7

5.0 Appendix 8
Executive Summary

In this part of marketing plan, it contains the overview of strategies and impact of the

business namely, JAS SARI-SARI STORE. In particular businesses, there are three frameworks

should be done so that the company will be able to understand the situations and get more

opportunities from the issues of the business. Including 5cs in situational analysis, it consists of

customers who are willing and able to buy the products that will satisfy them. The context of the

sari-sari store despite of inflation, the owner got the bright idea of using printing machine for the

students who are their one of their target market. It could provide a good foundation of

increasing the profit they have earned. Regarding the collaborators, Puregold grocery store is the

supplier of the said small business that may be a good strategy in the business to merge with the

big businesses. In some point, if there are collaborators to help the business, then there are also

competitors who are wanted to be on top or in level of other businesses. Through STP, the owner

of the small business may choose their target market easily. Neighbours of the owner are

segmented according to their needs and wants. When it comes to targeting, the target markets are

able to buy the products they are needed especially in times of calamities such as can goods that

are ready to eat. In addition to STP, the business owner used psychological pricing for the

customers will be able to afford. They reduce the high price which is a good strategy in the

business.

However, in terms of tactical plans of JAS SARI-SARI STORE , 4Ps or Product, Price,

Place and Promotion are strong establishments of the said business on how do they come up the

price that will afford to buy by the customers and importantly the products that will satisfied

them continually. The area of the business is located in the appropriate place for the customers.
2.0 Situation Analysis (5Cs)

This chapter emphasizes the current status of the company, its goals and vision, potential

customers, macroenvironmental issues, relationship with collaborators, and its competitors.

These will give a further understanding about the business situation and how this would help to

have a strong foundation in the marketing plan to provide solutions to the problem that company

are now facing and will face in the future.

2.1 Company

The sari-sari store named “JAS STORE” was built on August 1, 1998 by

Boanerjes and Glenda Pelayo. They both decided to call the store ‘JAS’ because of their

(3) three children named as Jenno, Arwin and Shane. They become notable because of

their low pricing strategy – which their product’s prices are set lower than the usual and

lower than the competitors around the store area.

As of now, the store is still surviving in the industry they are in to and capable to

cope up with some issues they encounter. JAS Store doesn’t aim to have the large

expansion that every businesses want to, they just want to have their shop the ability to

maintain its beautiful start and be able to sustain their family life financially.

STRENGTHS WEAKNESSES

 High quality products  Equipment/technology used

 Strong team/family capability need updating
 Technology availability  Lack of store planning
 Finances  Not enough staff
 OPPORTUNITIES THREATS

 Good customer service

reputation  Inflation rate
 Good relationship with suppliers  Too much competitors around
 Competitors are slow to adopt to  Economic uncertainty
new technologies  Competitive pressures

Table 1: SWOT Analysis

2.2 Customer

 Demograhic: All ages are applicable

 Psychographic: Customer care about lower prices because of the crisis that

are happening today which is the inflation rate

 Buying behaviour: They tend to buy the products they need and they

don’t, just to sustain their daily needs and wants

 Customer satisfaction: In a sari-sari store, it has never been measured, but

based on the observation and the income they get, a lot of people tend to

buy on their store because of its lower price.

JAS Store provides goods that are suitable for all ages – from infant to elders.

They usually provide the things that current and potential customers need on their day to

day living with affordable price. That’s why a lot of people tend to choose and buy on

their store.

2.3 Context

Because of the crisis that are happening today in the economy (which is the

inflation rate), customer seek products that may fit to their daily budget. So JAS Store is
more concerned on providing products that customers can still afford. They may be set

their prices high, but it is still lower that prices on the competitors.

In terms of technology, JAS Store also offers printing documents because they

have a printing machine that may be useful for many students out there. It would be

easier to the store to be more effective having an edge to other competitors.

2.4 Collaborators

Puregold supermarket regularly supplies JAS Store. Sometimes they let the

supermarket deliver the products they need, but when there’s a lot of time for the family

to go there and shop, they are the one who buy the products for their store. It supplies the

store for 10 years so let’s assume that they have a good relationship with their

distribution partners. They don’t but to other supermarket store because they know

Puregold will supply them with good quality products.

2.5 Competitors

There are many competitors around the business area. Some are strong enough to

compete, some are don’t. JAS Store’s major competitors are the same store that provide

goods they also have – goods for infant (diapers and milk), goods for kids (such as

candies, chocolates, etc.), goods for teenagers (school supplies, printing supplies), and

goods for elders (such as alcoholic drinks and cigarette). Competitors’ strength is their

brand association with other customers, but what JAS Store became unique is their

printing machine, their lower prices, and their good relationship with customers and

collaborators.
3.0 Marketing Analysis and Strategies (STP)

Through market analysis, quantifying the size of the market potential for your business

and develop the market positioning strategy will be easier and would help a lot that you can use

to successfully grow your business and reach new heights. This chapter will give a further

analysis regarding the market through presentation in which the business is operating in.

3.1 Segmentation

With the use of segmentation, businesses would have a narrow understanding

with their target customers – who they are and the benefits of the store would get if they

buy some goods on JAS sari-sari store. JAS Store used demographic and psychographic

segmentation; demographic segmentation in which we based our segmenting process

through customer’s income and customer’s type of residence; and psychographic

segmentation that focuses on customer’s personality and emotions based on behaviour

and linked to purchase choices.

Customers are divided into two segments – segment A who is seeking

products with low prices and segment B who thinks that it is normal to have a high price

when inflation rate situation is happening.

3.2 Targeting

Based on the Mr. and Mrs. Pelayo answered questions, they indirectly shared that

they rely the number of goods they buy on the number of consumer, who they are and

their number of purchases in a particular product. For example, parents and/or elders
 usually buy a lot of can goods and other goods for emergency concerns and purposes like

calamities.

The JAS Sari-sari Store analyses the number of people who agreed to have a low

price and disagreed with high price and vice versa. Then we concluded that the number of

people who are concerns with goods that have low prices is higher than the number of

people who thinks that it’s alright to have high prices. So we decided to focus on

segment A, after confirming the percentage of people who answered the question.

3.3 Positioning

Customers of JAS Store are much more willing to pay and purchase their goods

with low prices (segment A). In that case, the store will be focusing more on their

strategy using sales talk to encourage customers and enhance brand association without

using any tool or media because it will only add up more to the cost of selling that will

lead to increasing prices.

4.0 Tactical Plans (4Ps)

This chapter contains the tactical plans of JAS store. This chapter outlines the store’s plan

regarding its 4Ps; the product, price, promotion and place that could help the store to deal with

challenges, be profitable, meet target customers’ preferences and will exist into the future.

4.1 Product

The plans are for JAS store to be innovative and sell better products with

affordable price. JAS store wants to position a store that is convenient, affordable and
offering a good quality of products. It will sell the same products as other convenience

store do and applicable in all ages or gender such as goods for infant (diapers and milk),

goods for kids (candies, chocolates, etc.), goods for teenagers (school supplies, printing

supplies), and goods for elders (alcoholic drinks and cigarette) but differs in price. The

products that JAS store will be offering are locally and nationally branded.

4.2 Price

JAS store will offer a lower price than their competitors to gain more customers

and their products will be easily sold. The store will offer price that is competitive and

could cover expenses and turn a profit. JAS store will change product's price if it is

affected by the inflation because a price that is too low can affect store's profit. Price

discounts are probably not necessary due to the lower price it offers. The store will keep

prices equal to both customers and sellers.

4.3 Place

JAS store ideal distribution system may be more intensive and convenient due to

its products. It will be located in the most appropriate place to sell its products to

its target market.

4.4 Promotion

JAS store will promote its products through sales talk, it will encourage customers

to buy their products and develop brand associations. The store will measure the

effectiveness of their promotion by the number of customers who will purchase their
 products and get attracted. JAS store will not use any social media or print ads to promote

their products.

5.0 Appendix

This phase contains the 7-month program in which the business pay for their marketing

activities they did that they spend a lot of their money and budget.

Table 2: Spending Time and Money

DATE MARKETING ACTIVITIES BUDGET

August
Buying merchandise goods ₱ 10,000
September
Listing, Checking, Restocking of inventory ₱ 5,000
October
Buying another freezer ₱ 7,000
November
Buying additional goods ₱ 5,000
December
Frozen foods (tocino, hotdog, and etc.) ₱ 5,000
January
Paying utilities ₱ 1,000
February
Renewal of permits ₱ 10,000

Total Budget: Php 43,000