University of the East

College of Business Administration

Manila

Marketing Plan for

Presented by:
Gemilla, Joy Marielle
Javier, Reginald Jason
Malabanan, Maria Paula

Presented to:
Dr. Lynn L. De Claro

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I. EXECUTIVE SUMMARY

First Place Inc., are frontrunners in research, systems, training and placement. It is
a career counseling organization in the Philippines that offers work and travel
program, as well as career/internship, and special interests program in the United
States. First Place Inc. was founded in 1999 and has been sending thousands of
applicants every year in the U.S. for almost 19 years already.

First Place Inc. has an expertise in the assessment and matching of applicants to
specific educational programs and/or training positions. FPI helps the applicants to
organize the documents that they will need in the program such as government
permits, prepare them for host company interviews, and guide them through both
cultural integration seminars and pre-departure briefings.

First Place Inc. offers thousands of placements for applicants that will match the
course that they are taking. They aim to provide students and young professionals
with safe yet challenging opportunities for them to learn the lesson of independence,
discipline, and responsible management of their earnings from stable and fair work-
study environments.

II. ENVIRONMENTAL ANALYSIS

Founded as a Philippine-based career and education counseling organization in

1999. That encourage students and young professionals to attend training and
internships, cultural exchanges, travel opportunities, and work-study programs in the
United States. First Place Inc., also strives to enhance participants' commitment to
their contractual obligations with their host companies and governments, develop
their professionalism and work ethic, and prepare them for a successful career both
locally and abroad.

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A. MARKETING ENVIRONMENTS

1. Competitive Forces. There is a strong competition when it comes to career and

education counseling organizations. But as of today, FPI is the only organization
leading in the Philippines when it comes to the said field.
FPI has 24/7 personalized service from start to finish. Also, has the most number
of partners (visa sponsors, host companies, academic institutions), most number
of positions and prime locations and most number of participants sent in a span of
15 years.

2. Economic Force. The money that the participants will earn in the US will be
enough for them to save and at the same time spend for the purpose of travel
because US dollar is has higher rate than Philippine peso.

3. Socio-Cultural Force. Travel trends develop in the same way as other popular
culture styles. Travel trends are moved by economics, events, new development
and the other unforeseen factors that influence most style-driven trends. Trends
affect the places to which people travel and the way those places position
themselves in the market via marketing. Trends can create completely new
categories and types of travel to meet the needs and wants of the traveling public.
Marketing should attempt to seize on new trends and link them to destinations and
product so there is a carryover effect. Marketing should also compensate in areas
that no longer fit the trend by changing the message, the approach and sometimes
even the target market.

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 B. TARGET MARKET

College undergraduates, who are 18-25 years old, enrolled in FPI’s partner schools
and universities, male and female who are outgoing and active and are willing to
undergo work and travel in US.

College graduates, who are 25-28 years old, degree holder of any course, male and
female, who are willing to undergo the internship program.

Parents of student-participants, of any age and gender, who are willing to enroll their
child/ren in the US Work and Travel or Internship program, with at least an average
monthly income of $556 dollars.

III. SWOT ANALYSIS

A. Strength
1. First company in the Philippines to offer a USA work and travel program.
2. Expertise in orientation and helping the applicants as the employees
themselves are former participants of the program.
3. Quality service by assisting applicants all throughout the process.
4. Reputation in the market place is strong.

B. Weaknesses
 Office locations are not easily accessible by the applicants who are far from
the main office.
 There are only two office locations for the whole country.

C. Opportunities
 Increase in demand potential for first year students now aged 18.
 Available space location near the University Belt.
 Numerous partner companies in the USA and partner universities in the
Philippines.

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 D. Threats
 More accessible office location of competitor (Zip Travel and Tours)
 Competitors offer lower costs for programs offered.

E. Matching Strength to Opportunities and Converting Weakness to Threats

Attempting to match the internal strengths to external opportunities and

converting weaknesses to strengths and threats to opportunities.

1. Increase the market by targeting freshmen students who are now qualified to
join the work and travel program by orienting them about the experience in
joining the program. (SO Strategy: S2, O1)

2. Increase the number of establishment by building a more accessible office

location for student applicants. (WO Strategy: W1, W2, O2)

3. Offer services of high quality where it is worth its price. (ST Strategy: S3,
T2)

4. Use the reputation of being the pioneer in offering the work and travel
program in the Philippines. (ST Strategy: S1, S4, T1, T2)

5. Be more aggressive. (WT Strategy: W1, W2, T1, T2)

IV. MARKETING OBJECTIVES

First Place Inc. is a career and education counseling organization in the

Philippines. Its objectives include informing students about the US Work and Travel
Program and persuading these students from different schools and young
professionals to attend trainings and internships, cultural exchanges, and travel
opportunities in the U.S. It also aims to fulfill the dream of aspiring applicants to
experience life in another country and maintain the image of FPI being the leading
career and placement counseling organization in the Philippines.

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A. Marketing Mix
i. Programs offered (Service)
 Work and Travel Program – second and third year students of a
college or university are given a chance to experience cultural
exchange through this program. Participants of this program get to
meet people from other nationalities and learn the American
culture while working in a private company during the summer
break.
 Internship/Career Training – college graduates who wishes to
apply within one year of their graduation are the intended
participants in the internship program, while graduates with more
than a year after their graduation and with enough work experience
are the intended participants of the career training program. These
programs will help the participants, the young professionals,
experience what it is like to live and train, as a trainee/intern in a
different country for a period of 6 to 18 months.
 The programs are offered in the 35 states of America. Some of
these states are: California, Utah, Colorado, Texas, Minnesota,
Missouri, Illinois, Florida, Connecticut, Massachussets,
Washington DC, Pennsylvania, New Jersey and New York.

ii. Distribution (Place)

 The First Place Inc. has offices located in Manila and Cebu to cater
not only the students in Metro Manila but also those in the other
areas of the Philippines.
 The Manila office is located at Suite 204, Ang Bahay ng Alumni,
University of the Philippines, Diliman, Quezon City.
 The Cebu office is located at Zeraus Building, Gorodo Avenue,
Camputhaw, Cebu City.

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 iii. Promotion
 The First Place Inc. will be promoting its business through the use
of various promotional tools such as Social Media Advertising and
paper advertisement such as flyers, brochures and posters. These
promotional strategies will greatly benefit the company
considering that most of its target market belongs to the younger
generation.
 The company will also do fieldworks through room to room
orientations in their partner schools and universities.
iv. Price
 The starting price of the program is Php 5,750.00 for profiling fee. It
includes the application kit, Visa briefing, Training sessions, student
portal access and cultural integration seminars.
 The program fee is $1500 in an installment basis divided into three
payments. It includes confirmed placements in the program, medical
and accident insurance on dates indicated on official work dates, US
government permit, Participant support by FPI and US Sponsor and
Pre-departure and Post-arrival orientations.
 Assuming that the annual sales of the First Place Inc. is Php
1,800,000, the allocated budget for promotions will be at 12% of its
sales. The amount would total to Php 55,000.

Estimated Marketing Expense Budget for Promotions of First Place Inc.

Social Media Advertising Php 25,000.00
Flyers, Brochures, and Posters Php 100,000.00
Telemarketing Php 10,000.00
Fieldwork Php 81,000.00

Total Marketing Expense Budget Php 216,000.00

Percent of Sales 12%

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V. MARKETING IMPLEMENTATION

Marketing Organization
The First Place Inc. seeks to help students and young professionals to attend
training and internships abroad. It is necessary to have promotional strategies and
tools that will help cater the needs of its clients, which are the student applicants. The
first strategy, Social Media Advertising, will help the company be known better by its
target market, which mostly belong to the younger generation, as the students today
spend their time using the social media. Paper advertisements such as brochures,
flyers and posters will be the tool used by the company in giving out information such
as the programs offered, its prices, and places of distribution. Fieldworks in the form
of room-to-room orientations in colleges and universities will greatly help in
disseminating information about the programs and persuading the target market in
joining the said programs.

VI. MARKETING FRAMEWORK

R.A.C.E. PLANNING

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References:

http://www.firstplaceinc.org/

https://www.mplans.com/travel_agency_marketing_plan/financials,_budgets,_and_forecasts_fc.php

https://digitalmarketingphilippines.com/smm-for-ph-biz/

https://www.psprint.com/resources/brochure-flyer-marketing-budget/

https://brungerblog.wordpress.com/2016/03/20/tows-matrix-for-marketing-brainstorming/

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