LYCEUM OF THE PHILIPPINES UNIVERSITY – BATANGAS
COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
BACHELOR OF SCIENCE IN INTERNATIONAL HOSPITALITY MANAGEMENT
SPECIALIZED IN CRUISE LINE OPERATIONS IN HOTEL SERVICES
BME 2 – STRATEGIC MANAGEMENT WITH ORGANIZATION MANAGEMENT
STRATEGIC PLAN
Submitted by:
Care, Daniel Troy Kwelsohn M.
Copo, Honey Rose C.
Dimaalihan, Daryl L.
Faltado, Gelyn Rose B.
Faltado. Princess Mae M.
Guerra, Jerome V.
CLOHS 4B
Submitted to:
Ma’am Maria Angeline De Claro
Faculty, CITHM
June 09, 2022
I. Executive Summary
The JMH Farm Resort is an overlooking farm resort located at Sitio Inalsan
Tandang Kutyo Tanay, Rizal Philippines. It is a kind of resort which “Beauty Meets the
Eye”, a Paradise Over the Mountain as they said. This farm resort was started by two
loving couples Mr. Jobert Magpantay and Mrs. Rio C Magpantay, away from the buzzing
city, noise and pollution, this farm resort is born. Literally situated over the top of the
mountain, you can see a beautiful paradise, where you can feel the nature, the breath of
fresh air the freshness of fruits and vegetables harvested around the farm.
The resort features different kinds of activities like harvesting fresh fruits like
mangoes, hiking on a wide range of various slopes of land and interact with farm animals
such as sheep, carabaos, chickens and wild pigs.
It features foods and delicacies which are proudly Pinoy and homemade foods so
you can really feel the essence of farm life.
The resorts have amenities that will surely let you enjoy your stay in the farm resort
with large swimming pool, music instrument and high-end accommodations.
We are unwaveringly committed to providing exceptional service and also to be an
environmentally friendly farm resort that contributes to nature by being responsible to it.
JMH farm resort has a big advantage because of its strategic location. The
overlooking view of the city and the atmosphere this resort has is perfect for any types of
guests whether a family, couple, circle of friends who want to have a relaxation away from
the busy city life and to experience what nature has to offer.
For the competitors the primary competitor that JMH farm resort has is the
Montana Verde Resort which is far away from JHM resort considering the location.
For the secondary competitors, there are different kinds of farm which are
encircling the JMH FARM resort.
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The location of JMH FARM resort is magnificent one because it has nature and
the ambiance of the surroundings comes from fresh air, a true beauty indeed. Also, there
are many falls around the place so tourists will be delighted with the gift of nature.
The uniqueness of JMH Farm Resort from its competitors is the location. It offers
both farm and resort at the same time in contrast to Montana Verde Resort which only
offers a typical resort. In JMH Farm resort, you can see both in one place and the tourist
will enjoy for a day or more.
II. Company Profile
JMH FARM Resort is a family-owned private resort managed by Mr. Jobert
Magpantay and Mrs. Rio Magpantay. It is located at Sitio Inalsan Tandang Kutyo, Tanay
Rizal. The area occupied a total area of seven (7) hectares of the mountain. It is situated
overlooking Laguna de Bay. It is surrounded by farms and overlooking Manila and Laguna
de Bay due to its high location.
The JMH FARM Resort started its construction in 2017 and is continuously
developing its vicinity. It opened its doors to welcome its very first guest on December 03,
2018 and started catering to up to 30 people maximum.
With its continuous development, the resort also added a place to stay, adding
three (3) nipa huts.
Besides the infinity pool that the guests really loved, which overlooked Metro
Manila and its peaceful environment, the resort also has a mango farm and farm animals
like chickens, carabaos, sheep and wild pigs. They also breed roosters for cockfighting.
The tagline for JMH FARM Resort is "YOUR PARADISE OVER THE MOUNTAIN."
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III. Mission, Vision and Core Values
Vision
We aim to be one of the well-known farm resorts in Region IV-A.
Mission
We are unwaveringly committed to providing exceptional service and also to be an
environmentally friendly farm resort that contributes to nature by being responsible to it.
Core Values
J- Just do what we do Best
M- Making an exceptional service to each and every guest
H- Having good etiquette and treating our staff as family
F- Following Rules and Regulations
R- Reduce Reuse and Recycle
IV. Organizational Analysis
1. Internal
Strengths
-The spectacular view on the top of the mountain
- Offers both farms and resort in the area
- Amenities that will allow the guest to relax and enjoy
- The foods that will make the customers feel like home
- Complete facility for accommodation
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Weaknesses
- There is no Wi-Fi connection; only mobile data is available.
- Guests should bring everything they need because the market is far away.
- No customer feedback system
- Lack of trained personnel
2. External
Opportunities
- Opportunity to get suppliers from markets and other restaurants on the said area
- Using social media as a marketing tool that anybody can see and search
- Partnership with travel agencies for increasing the target market
- Healthy eating trend, customers demanding fresh real food with healthiness of food
ranked as second most important factor in product purchase.
Threats
- Strong competitors
- The road is dangerous, because it is at the top of the mountain.
- Natural Earthquake and disasters
- Changes in trend/ consumer behavior
V. Strategy Formulation
• Purpose
The Purpose of this Business plan is to help JHM result to be renowned
farm resort to improve all necessary things that will further help JMH farm resort
gain the market advantage. Adaptation and being innovative are our key factors to
improve JMH farm resort and being able to know what the guest wants.
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This business plan exists to gain more information of the market and how
are we going to help JMH farm resort strive in the following years
To analyze the Strength, Weaknesses, Opportunities, and Threats for JMH
farm resort in order for JMH farm resort gain the market advantage from its
surrounding competitors
Our team is here to formulate ideas and plans to further improve what is
needed in JMH farm resort for its to excel and continue to grow.
• Key Objectives
- Market Development (Initiatives → KPIs)
Goal Objective Strategy KPI
Launch Social To allow the Look for the 100% response
media Chatbots customers/potential guest most stable rate to customers
Or to ask questions and the and cost- queries, feedbacks
Conversational chatbots will answer them efficient and concerns
AI 24/7 all basic questions application for
such Tracking the
communication numbers of person
platform who talk and visits
to the
conversational AI
Social Media To strengthen business Open accounts Regular update of
Marketing promotion for increase on different promotional videos
sales social media and ads
platform
Increase number of
customer queries
which turn into
actual sales
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Accessibility Every search and keywords There should Number of views
through search of JMH FARM Resort will be assigned and shares of the
engine always appear to all related technical website and posts
searches personnel to
regularly
update, and
check the
created
webpage
Offers special To build customer The resort is Increase of repeat
packages relationship open during customers and
special gain new
occasions with customers through
innovative and referrals
creative promo
packages
Innovation of To cater to the different Create Increase number of
menu taste of the customers originally made menus for different
menus with seasons or
skilled kitchen occasions
personnel
- Process Improvement (Initiatives → KPIs)
Goal Objective Strategy KPI
Stable internet To deliver a good internet Acquire and Prompt response to
connection connection setup black customers
mamba for
internet Active social media
accessibility account and web
even without page and postings
service of guests
provider in the
area
Trained staffs To improve the customer Regular High satisfaction
service meeting to the rate of customers
staff for needs
assessment for Positive feedbacks
from the guests
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employees
training
Special To increase the number of To capitalize to Set-up recreational
Innovations attractions and recreational recreational facilities such as
areas in the resort facilities from zipline, zoo, garden,
savings and etc.
acquire the
service of a
reliable
contractor to
build a high
quality and
safe
recreational
facility
Customer To identify the needs and Provide a Accomplished
feedback wants of customers to customer feedback forms from
improve service and survey form to the guests
develop product place in a drop
box Customer’s sharing
and postings
Sanitation and To maintain the cleanliness Attend Building of materials
Waste of the area and conserve seminars on recovery facility
Disposal resources solid waste (MRF) such as
management turning
task force in biodegradable
the materials that can
municipality for be used for farming
complete and non-
knowledge on biodegradable for
managing recycling
waste
- People Development (Initiatives → KPIs)
Goal Objective Strategy KPI
Networking To gain experience To strengthen Monthly attendance
building relationships with social to employees’
prospects and industry networking hospitality
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professionals and through conferences for
influencers. attending hotel and resort
conferences development and
on hospitality entrepreneurial
industries development
Training
Communication Outreach strategy and To strengthen Annual or semi-
proposal meetings for promotional annual participation
more opportunities of the activities in facilitation
resort through social enhancement
media workshop or training
platform,
signages,
brochure and
good customer
service
Relationship To have a healthy Employees: To Quarterly
Building relationship with guest conduct attendance to
and co-employees for the regular relationship
positive ambiance at the meeting with building, influencing
workplace the or communication
employees. skills training
Guest: To Having repeat
have an after- customers
sale
communication
like sending
invitation and
offer promos
through emails
or social media
to previous
guest
Technical Skills Increase online marketing To do Regular update of
strategy continuous business promotion
research on through use of
the current different social
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trends in media platforms and
technical computer
aspect in applications
hospitality
industry
Safety and Ensuring guest safety, To provide Installation of safety
Security protection and personal CCTV camera, and security facility
property during their stay; safety in the area.
protection of hotel signages,
property from hostile lifeguard Zero accident rate
actions. personnel and
farm helper to
assist the
guest in the
area
- Product Development (Initiatives → KPIs)
Goal Objective Strategy KPI
Zoo To increase additional To have a Increase variety of
attraction to customers complete set of animals in addition
farm animals to to existing animals
fit the theme of in the farm
the resort
Maximum
occupancy rate of
the animal shelter
(building)
Botanical To let the guest experience To plant Sales from farm
Garden and harvesting fruits and different variety harvest
Vegetation vegetables that they can of edible plants
eat and flowers for Customer’s
attraction feedback
Camping Site To serve additional service To setup Increase number of
for those who want to campsite on the tent or camp rentals
highest flat
point in the
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camp outside and feel the resort to
nature during the evening accommodate
numerous
guests at the
same time
Recreational To maximize the capacity To build Installation of
activities and of the FARM Resort for additional pool facilities for team
site customer’s enjoyment and and building/
satisfaction accommodation recreational
rooms aside activities such as
from team wall climbing,
building ziplining, ball
facilities games to name a
few
Fruit To create finished product To increase the Selling of finished
Delicacies from farm produce goods number of fruit- product delicacies
bearing trees
for product
development
VI. Strategy Implementation and Utilization
For the purpose of organizing the strategy implementation and utilization, we adapted
the 6-step strategy implementation of ASANA. This is a web and mobile work
management platform designed to help teams organize, track, and manage their work.
Their framework focuses more on goal and people involvement in implementing
strategies to achieve goals from a specific plan of development in business.
Step 1: Communicate Goals
The JMH FARM Resort owners will identify and align the goals and key variables of the
strategy. For example, for people development, the employees should be aware that
having a healthy relationship with everyone within the resort’s vicinity will make a good
working environment that can positively affect the service being provided to the guests.
That goal should be properly communicated to staffs so that they are willing to participate
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in any programs/plan that would give them enough knowledge and skills to be part in goal
attainment.
Step 2: Engage the team
The JMH FARM Resort owners and its staff will focus among the team and drive
accountability by delegating work. Everyone in the resort should have one goal to follow
and be connected to the company to be consistent in their work. The owner should make
people feel that they are empowered and each of one has important role to play. Give
them the task based on their duties and teach them to be a team player who works well
with others.
For example, each employee should be given the chance to part in the planning process.
Ask their ideas of how to make a specific plan on product development. As employee,
one has the chance to observe of what the customers look for in a farm resort for optimum
enjoyment.
Step 3: Execute the plan
The FARM Resort will allocate necessary resources and put the strategic plan into action.
After setting up the plan, the owner should include the cost involved in implementing the
plan. For instance, if they will want to initiate product development, how much money do
they need to put up a certain facility which will complete the plan. Unfinished project will
only turn into waste if will not be usable for a specific time.
Step 4: Stay agile.
The FARM Resort owners should always be ready to shift the goals or approach to work
around unforeseen issues if they arise. In times like this when pandemic is not yet over,
the owner should have contingency plan to face the change in the environment affecting
the market.
Step 5: Get closure
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The business owners should connect with everyone involved in the project to confirm that
their work feels complete. JMH Farm Resort owners should involve everyone and find
time together to celebrate the completion of each plan. For example, if training on people
development has been conducted everyone should be given the opportunity to implement
the learnings he has gained form the training that would help others learn to improve in
their task.
Step 6: Conduct retrospective
The owners of JMH FARM Resort should reflect on the implemented strategy to uncover
lessons learned for future projects. After every successful plan, anybody should be given
recognition as to their part of completion. The owner will give appreciation for any any
realization of goals and start to open another challenge to improve the business as a
whole. People should learn to continue learning and improving and the business owners
should support any endeavors of employees to improve themselves and contribute to
continued success of the business.
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