MARKETING PLAN

Prepared by:
Jaryll Klein Bautista
Louiza Pelaez
May Jay Carillo
Anne Marie Cuescano
Mea Claudette Martesano
 RETRO ARTS AND CRAFTS
Kalibo,Aklan

MARKETING PLAN

1.0 EXECUTIVE SUMMARY

1.1 Introduction

A unique design of furniture’s that will be both visually attractive to customer and
designed for fast and efficient operation. The nature of our business is a furniture
service. The word “Retro “came from Latin word “backward” (retrogress), This idea was
collaborated by the 5 owners namely Jaryll Klein Bautista, Louiza Pelaez, May Jay
Carillo, Anne Marie Cuescano and Mea Claudette Martessano. this type of business is
partnership since 5 owners collaborated the idea of having this business to bring and to
help it succeed. So we came up with the idea of putting back the Old designs of
furniture’s. The Retro arts and Crafts are a business where we sell different types and
designs of furniture’s and crafts. We assure that our products are not just focus on
unique designs but also for its quality that will satisfy the comfort and the money spend
by our buyers.

When we say that we are using native resources like “NITO & BURI” some of
think that it’s not classy or it just like an old fashion furniture’s, but YES! It is an old
fashion but we innovate the designs to bring the vintage vouge on this modern trend. In
selling our products we intend to promote it to the hotel and restaurant owners. Our
business has an objective in increasing sales by 15% by the Christmas season and
Summer Vacation. We assure that everyone who wants to buy are product can afford it.
If you need a classy furniture’s and crafts that suited in your Hotel or Restaurant you
can visit our Store at Toting Reyes St. beside at Ang Pue or check our facebook page
www.facebook.com/retroartsandcrafts. Retro Arts and Crafts also offer variety of
choices for customer. Chair, Bags, Table, Vase, Hat and many more furniture’s that
made of native resources and some of our product we called “Eco-savvy”.
Our starting capitals is worth of Php 4,000,000.00 Including the rent, the building
space, raw materials or equipment. Why we choose this business? It is because we
want to bring the old fashions in this modern world. And also, it is because some of
hotel and restaurant needs a furniture’s that suited on their company and also attractive
for customers. And last, we decide to pursue this business to become a popular
company in terms of good services and good product quality.
 1.2 Type of business

The type of business that have we have is Arts and crafts that will open 9am-
5pm. We are open for servicing customers and we have delivery for customers that in
the other place. We also offer discounts during seasonal days and for loyal customers.
The type of business that we have is partnership.

1.3 Location, developing/rating of the company

Our business is located at Toting Reyes St. beside at Ang Pue. We choose to
locate our business in this place because will easily access our place and it also it is
easily seen in national highway and also especially on market day. Our business is a
new enrant and our lot 800 sq.m costs Php 8,000,000.00

2.0 SITUATION ANALYSIS

2.1 MARKET SEGMENTATION (CUSTOMER)
 Geographic Segmentation

 Province of Aklan(Rural people)

 People within kalibo
 Hotel and Restaurant in boracay
 Climate(Tropical) and weather (rainy and sunny)
 Population density 574,823 within Aklan (wikipedia.org/wiki/Aklan)
 Demographic Segmentation
Age range:
 Children ages 5-10 years old
 Teenagers ages 11-18years old
 Adults ages 18-59 years old
 Senior citizen ages 60 years old above

Gender:

 Men – 50%
 Women – 50%

Income Range:
  Kalibo Employees (Php 11242.00)
 Ranging Php 365-405 per day wages
 Job orders in Province of Aklan
 Contractual workers, Designer and Product employee and
other staff

 Behavioral Segmentation

Buying behaviour based on benefits that get in purchasing our product and service and
seeking for afordable price that can suit their budget.Loyalty based, if our target market
is comfortable with our product/quality and services.

 Psychographic Segmentation

People who is fashionable in terms of furnitures, and people who wants to make their
restaurant & Hotel classy etc. People in Side and out of our country who would like to
experience a high quality product and also services.

 Price Segmentation

Hotel and Restaurants – 10% percent dicount if there are our loyal customers and also
we offer furnitures that are budget-friendly. We have separated prices for a normal
people and to Hotel and resto. We also offer coupon 15% percent discount on
events/seasonal like Summer Vacation and Christmas. This business has also
separated prices for reservations of family gatherings, seminars and other occasions.

 CARDS

This card will be given for our loyal customers that who are buying wholesales for
their other company to make designs.

VIP Rules & Regulations

Authorized Signature

access  This card can only be used in the RAC company

 Do not keep this card under high temperature, magnetic
environment, scratching and other man-made damage
 Lost or Stolen card will only replaced with proof of identity
and only for the value shown our record.
 A surcharge will be imposed for any card replacement.
095 00160 52514  If found, please return to the RAC company
2.1 SWOT ANALYSIS
S W
 Staff  There’s a lot of Competitors
 Products/ Services  Staff
 Good quality construction  Budgeting
 Customer Loyalty  Renting a space or lot
 Visionary leader
 Large Population Base
 Easy Manufacturing Process
 Uniqueness of the Product
 Good marketing strategy
 Good management
 O T
 Availability of the technologies that  Falling sales
reduce the cost of operations.  Factors that could pose a risk to
 Competition weakness. the company’s success.
 Possibilities to compete outside  Climate Change
the country  Trends
 Shortage of materials

2.3 Competion(Competitors)

(DIRECT COMPETITORS)

1. Belle Chaise – company that is founded by Ann Lorraine Urbina and her partner, a well brand
of chairs in the philippines.

 They have a different chairs

 Made of different materials

2. Abacca-da – Company that is founded by an ABM students Rey Anne Delfin and her/his
partner, a well brand of different of furnitures.

 Different furnitures that made of abacca

3. Heritage arts and crafts -A company that located at 1476 D. Maagma Corner Goding ramos
Extension St. Kalibo, Aklan. That have a furnitures, handicrafts and companies, Businesses &
Organization.

(INDIRECT COMPETITORS)

1. FUS
2. GAISANO
3. UNITOP
4. EMPERIAL

2.4 COLLABORATION (DISTRIBUTORS AND SUPPLIERS)

 Bigvision International Trade and Industries Corporation, 16, Lambda street, Greenscille
1, Estefonia Bacolod, 6100 Negros Occidental, Philippines
 Altum-Creation, and design in Filipino Furnitures Scene. Furniture business since 1983
 Milan of Asia “The Country is stepping up its game to become a global Furniture hub by
highlighting the best of the local furniture industry
 Kenneth cobonpue’s Traditional Craft and Innovative Technologies. TEC:02-576-1639
(MANILA SHOWROOM)
 Philux- one of the leading Filipino Furniture Manufactures and Retailers (30 years now)
 Boracay Furniture and general Upholstery; No.1 Qualify home Furniture and Solution
Services provider in Aklan.
 J and E Furniture, Aklan West Road, Nabas Gibon, Aklan, 5607
Phone: +63 36 272 2712 (2012)
 Sun Villa Hilltop Resort & spa, Balabag, Malay, Aklan

2.5 CONTEXT (Macro-environment)

 SWOT – Strength, Weakness, Opportunities and Threats

 RETRO – An old style or design is imtative of those of the recent past.
 PARTNERSHIP – An agreement between two or more individuals to carry on a business
as co-owners.
 GEOGRAOHIC SEGMENTATION – Dividing market segments based on age, Gender and
Income.
 BAHAVIORAL SEGMENTATION – Dividing market segments based on buying habits.
 NITO – Are finer fiber comparred to rattan materials.
 BURI – “Talipot palm” A largest and common palm found in the Phillippines.
 Technology - electronics, communication, and equipment
  Operational – Daily Activities
 Marketing- Indorsement and promotions

MACRO ENVIRONMENT
The business should know they procedure that may affect their performance as a
business. (Stanley Furniture) PESTEL analysis is a strategic tool to analyze the Macro
Environment of the organization. PESTEL stands for Political, Economical, Social, technological,
Environmental & Legal factors that impact the macro environment of Stanley furniture
company. The macro-environment factors can impact the “PORTER FIVE FORCES” that shape
strategy and competitive landscape.

3.0 MANAGEMENT PLAN AND ORGANIZATION PLAN

3.1 Form of organization (Advantages and Disadvantages)

ADVANTAGE
- All of product are eco-savvy
- Good Marketing Strategies
- Revive the old fashions
- One of our main business
- We use branded Machinery
- Promoting the old fashion of the philippines

DISADVANTAGES
- Existing Modern Products
- Late Entry to the market
- Renting a space or lot
3.2 Objectives of the Organization and mission, vision

MISSION
To provide excellent services and comfortable
accommodation for our customers, in meeting
their expectations for their satisfaction and also to
be a good influence or contributor for the success
for the students

VISION
To become the most popular and leading business
in terms of accommodation & services in the
world. To provide quality furniture to the poor
and the marginalized.

A. ECONOMIC OBJECTIVES
 Profit earning
B. SOCIAL OBJECTIVES
 Production and supply of quality goods and services:
 Adaption of fair trade practices:
  Contribution to the general welfare of the society:

C. HUMAN OBJECTIVES
 Economic well-being of the employess:

 Social and psychological satisfaction of employees:

 Development of Human Resources:

 Well-being of Socially and Economically backward

3.3 Business Operating Period

Our business witll be opening on June 1, 2020, 8:00am in Philippine Standart time.
Business operating hours will be at 9:00 a.m to 5:00 p.m, Monday to Saturday.
3.4 Human Resources
3.4.1 ORGANIZATIONAL CHART

General Manager

Jaryll Bautista

FINANCIAL
MANAGER

Product Manager
Sales Manager
Anna Marie
Louiza Pelaez
Cuescano

DESIGNER
CAHIER
May Jay Carillo

Sales Associate Sales Associate

DRIVER
1 2 3 4 5

SALES ASSOCIATE
3.4.2 JOB SPECIFICATION AND DESCRIPTION
JOB SPECIFICATION
General Manager  Must be a college
graduate Dergree in
Business management or
master in business
Adminidtration.
 Must be analytical and
keen details.
 High level thinking for
analysis and problem
solving.
 Good knowledge od
different business
fuction.
 Able to handle staffs in
the department.
 Strong leadership
qualities.
 Excellent communication
skills.
 Highly organized.
 Strong work ethic.
 Good personal skills.
Sales Manager
 Must process at least a
bachelor’s degree.
 Must be knowledgable in
instumental and industrial
automation product.
 With at least 1 year
related experience.
 Experience in planing and
implementing sacks
strategy.
 Experience in customer
DESCRIPTION
 Knowledgable and with
experience developing
and updating of manuals,
policies and procedures.
 Handling the
manufacturing for
reaching producction,
plan, goal/efficiency
according with laid down
quality norms.
 Setting up production
target & achieving the
same inside time & cost
parameters exercise
session.
 Making plans for guy,
machine & materials
aware of total production
technique from total
pattern improvement to
deliveries running in
muliticultural
surroundings price range
value, earning & income
for month, sector &
annnual
• Motivate and
help create training
opportunities. Sales
managers work with large
profile customers or with
customer complaints,
analyze budgets, and
determine ways to
streamline and improve
the sales process.
• Sales, promote
and marketing of
products and services to
potencial customers for
commercial building
 relationship
management.
 Experience managing and
directing a sales team.
 Basic (PC) computer
knowledge.
 Positive attitude.
projects.
• Responsible for
maximizing sales
potential, crafting sales
plan and justifying those
plans to the product
manager.
• Coordinate sales
effort with team
members.
• Supply
management with reports
on customer needs,
problems, interests,
competive activities, and
potencial for new product
and services.

 Product managers ensure

 Must have a degree in that manufacturing
Business Administration, process run reliable and
Product Manager finance, Computer scince, efficiently.
engineering, economics,  Planning and organising
Marketing, or a wark production schedules.
experience of the  Assessing project and
equivalent. resource requirements.
 Must have proven  Estimating, negotiating
working experience of and agreeing budget and
about 3-5 years in timescales with clients
product ,management. and managers.
 Must be extremely  Ensuring that health and
creative and innovative in safety regulations met.
order to be able to come  Determining quality
up with new competitive control standards.
products and marketing  Organising the repair
strategies. routine maintenance of
production equipment.
 Supervising the work of
junior staffs.

 With ecellent customer

service skills.
 Will also respond to
complaints, process
refunds or exchange
items, and maintain clean
 Basic Math. workspace.
  Interpersonal
CASHIER communication/ written
and verbal
communication.
 Time mangement.
 Product knowledge.
 Telephone etiquette.
 Proven graphic designing
experience.
DESIGNER  Strong portfolio orf
illustrations or pther
graphics.
 Familiarity of design
software and
technoliogies.
 Extensive experience in
complete manufactoring
 Should have a strong
work ethic and high level
of accuracy.
 Welcoming customers,
answering their
questions, helping the to
locate the items, and
providing advices or
recommendations.
 Oppperating the
scanners, scales, cash
registers, and other
electronics.
 Accepting payments,
ensuring all prices and
quantities are accurate
and proving a reciept to
every customer.
 Handle customer enquiry
and prepared
quotation/costing.
 Propose design plan and
as advisory to customer.
 Coordinating works for
the project progress.
 Follow with clients.
 Meeet sales target.
 Self-motivated.
 Ensure design proposed
and timeline set are
achieved.
 Measuring, grading and
FACTORY EMPLOYEES and construction aid
activities.
 Operational knowledge of
repair operations
including welding and
soldering.
 Need to be thorough and
pay attention to detail.
 The ability to work well
with others.
 Patience and the ability to
remain calm in stressful
situations.
 The ability to work well
with your hands.
 To be able to carry out
the basic tasks on a
computer or hand-held
twice.
 Male/Female.
 Must be high school or
SALES ASSOCIATE college level.
 With atleast 6 months of
experience.
 With pleasing personality.
 Interpersonal
communoication/written
and verbal
communication.
 Time management.
 Product knowledge.
 Telephone etiquette.
feeding batches of raw
materials into production
machinery.
 Assembling goods on a
production lines like
fitting circuit board into
computers.
 Reporting equipment
faults to production
manager.
 Cleaning and maintaining
work areas and
machinery.
 Finishing products, for
example applying
protective coatings.
 Monitoring the
production process and
carrying out basic testing
and quality checks.
 Greeting customers,
responding to questions,
improving engagement
with merchandise and
proving outstanding
customer service.
 Operating cash registers,
managing financial
transactions, and
balancing drawers.
 Achieving established
goals.
 Direct customers to
merchandise within the
store.
 Increasing the store sales.
 Superior product
knowledge.
 Maintaining the orderly
appearance throughout
the sales floor.
 Introducing promotions

 Proven experience as a
driver.
DRIVER  A valid driver’s license.
 A clean driving recoerd.
 Familiar with GPS devices.
 Knowledge of area roads
and neighborhoods.
 Ability to lift packages
and luggage.
v
and opportunities to
customers.
 Cross selling products to
increase purchase
amounts.
 Maintaining the vehicle
safe and clean.
 Arranging regular
cleaning and
maintenance service for
the vehicle, planning each
route based on road and
traffic conditions and
managing payments.
 Loading, transporting,
and delivering items or
business in a safe timely
manner.
 3.4.3 COMPENSATION

Position: Hourly Daily Monthly Yearly

Head Manager 50.63 405 ₱10,563.75 ₱126,765

Financial Manager 49.38 395 ₱10,302.92 ₱123,635

Sales Manager 48.13 385 ₱10,042.1 ₱120,505

Production Manager 47.5 ₱380 ₱9,911.67 ₱118,940

Cashier 46.25 ₱370 ₱9,650.83 ₱115,810

Sales Clerk (2) 182.5x2 ₱365x2 ₱9,520.42 ₱114,245

Designer 46.88 ₱375 ₱9,781 ₱117,375

Product Employee (4) 45.625x4 ₱365x4 ₱9,520.42 ₱114,245

Driver 43.75 ₱350 ₱9,129.17 ₱109,550

Total: ₱ 880.02 ₱4,850.00 ₱126,503.54 ₱1,518,050

3.4.4 TRAINING PROGRAM

According to Christina Pavlou, employee training and development programs, when
thoughtfully implemented, are the cornerstone of a company’s success. And so, we will be
conducting three series of training seminar for the employees regarding the product processing
such as the Art Bag, fantastic, and our other products. Majority of the workers if they complete
the three series of our training. The training program will can be help to supervise the
performance of the worker and also on how he/she will improve her/his performance. The
training program also can help in our business to achieve business goals after the program.
For the other employees in our business (which in the office), they also have a seminar to
maintain their good working attitudes and attitude towards the customers.
4.0 MARKETING PLAN AND STRATEGY

4.1 MARKETING OBJECTIVES

There are some strategy and objectives that can make our company succesful.
 To set welfare and good accomodation for the customers.
 To aim a high quality and quantity of a products.
 To give satisfaction to the customers needs.
 To achieve a market share of 10% for product within 3 years.
 To increase the percentage of customers rate service.

4.2 Positioning
Positioning defines where your product stands in relation to others offering similar
products and services in the market place as well as the mind of the customers. A good
positioning makes a product unique and makes the users consider using it as a distinct benefit
to them. We Retro Arts and Crafts Company will serve unique and high-quality product made of
Nito, Buri, Abaca and Anahaw. We will align our position to embrace a cost positioning strategy,
to give our customers their needs and wants. We will invest big amount of money to our
operating process to focus their attention on creating the product and to be beautiful the
outcome of the product, and also the delivery procedure of the material will be delivered on
time to make the product early and to deliver also early to the customers.

4.3 MARKETING PLAN

 In our grand opening, on first 3 consecutive days we have 10% discount in all products in order
to attract the customers in terms of selling furnitures.
 Collaboration will be also our distributors.
 We will also collaborate to the social media influencer or a blogger to introduce our
product.
 Flyers and Brochure will also distribute.
 The Facebook page and any social media accounts can help to our business to introduce
our product.
4.1.2 PRODUCT OFFERING AND PRICING

ART BAGS

Descrption:

 Made of Abaca
 This bag was eco-friendly bag

Price: php 150.00

FanTastic

Description:

 Made of Anahaw
 Affordable and you can bring it in
anywhere you can go

Price: php 50.00

FASHION BAG

Description:

 Made of Abaca
 This bag you can use it in any occasion
or any gathering that you will be
attended

Price: php 250.00

Price: php 230.00

 BeauRi CHAIR

Description:

 Made of buri
 You can use it in the office
 High quality

Price: php 1, 300

Nito Dream Catcher

Description:

 Made of Nito
 This is affordable in any class

Price: php 70.00

HAT NITO

Description:

 Made of Nito
 A unique hat that you can’t see
everywhere

Price: php 150.00

 Nito Table Lamp

Description:

 This lamp is made of Nito

 Dimensions: 6 inches long x 6 inches
wide x 15 inches high

Price: php 2,000

4.1.3 PLACE
Our business is located at Toting Reyes St. beside the Ampoy it will be base if someone ask
about where found our business. We will be putting a tarpaulin outside of our shop that can
help our customers to find easily our business.
 Location Analysis

1. ADDRESS: Toting Reyes St. Kalibo,Aklan

2. NAME,ADDRESS,PHONE NUMBER OF REALTOR/CONTACT PERSON
 Jaryll Klein Bautista/ Louiza Pelaez/ May jay Carillo/ Anne Marie
Cuescano/Mea Caludette Martesano
 Kalibo,Aklan
 09093782409

3. SQUARE FOOTAGE/COST
 500 sqm – 100,000 Monthly
4. LOCATION IN RELATION TO TARGET MARKET
 We chose this location because it is near to public market that lot of
people go there, and our advantage when it comes to place.

4.1.4 PROMOTION

Name of business : Retro arts and crafts

1. What are the features and benefits of my product or services?
2. Who is my competitors
3. Who is my Target customers
4. How do I plan my advertisements
5. What advertising methods will I use?

o Through our social media accounts, people can easily reach our business and they easily
found our location through social media accounts. They will easily know our product
through posting our product in Facebook and through fliers too.

Facebook Page: www.facebook/retroartsandcrafts.com

Website: www.retroartsandcrafts.com

Cellphone number: 09093782409

  Flyers

15%

15%
5.0 TECHNICAL PLAN
5.1 BUSINESS LAYOUT AND CONSTRUCTION
Our products and services will bring comfort to our customers.

5.2 TECHNOLOGY
Once Marketing was the challenging part for a small businesses. But with the use of
Interest, application, websites, social media. The business can easily promoting our product
through this way. As a new entrant in the business Industry, our main focus is by the way of
Internet work because, Internet was the digitall effective way of marketing of this generation.
The use of technology in the business is to create product fastly for deployment and storage for
the nest cusomters. We will use the modern techonologies, What we have said to produce
product ASAP and with a high quality.

5.3 OPERATING REQUIREMENTS

5.4 LIST OF FURNITURE AND FIXTURE, EQUIPMENT AND SUPPLIES (ASSETS)

1. Razor saw and Miter box – Fine-toothed razor or gentleman’s saw and a miter box which will
work with them are the backbones of most wood works in miniature. The razor saw can be
used for straight cuts veneers, and some joins. Block of wood to limit length , the miter box
combined with a razor saw and cut siviral pieces of wood in the same length. Which is usefel for
making things like miniature and table legs.
2. Chairs & Tables – Tables and sands are the one of our main assets or product to attract
customers.
3. Utilities

 Brakes
 Gas
 Electricity
 Water
 Carpenter tools
 Woods
 Buri
 Nito

5. Computers – A machine that can be instructed to carry out sequences, modern computers
have the ability to follow generalized sets of operaions.
6. Electronic Equipment

 Long Term GSR amplifier

 Aircon
 Electric fan
 Telephone
 Despinser
7. Machinery
Hand saw – A router and two router bits
jigsaw – for cutting curves.

 Nail Gun
 Wood shaper
 Chain saw

6.0 PRODUCTION AND OPERATION PLAN

6.1 PROCESS OF PRODUCTS

Retro Arts and Crafts refers to the use of raw materials, Utilities and Machinery.
Furniture are usually used in Hotel and Resto. We sell our furnitures and crafts through online.

6.2 PROCESS OF SERVICES

In our shop, we are displaying our finish product to show you our native products that suits to
your fashion and be comfortable with you to use our products, so that we partnership of this
business can ensure that our target market have the access in purchasing.

7.0 FINANCIAL PLAN

7.1 SALES FORECAST (3 Months)
Financial or sales forecast assist our business goals. Sales forecast future pediction in 3
months of our business financies. Also sales forecast provide details of actual results or
progress on daily month. Predicting the financial future of business is not easy, especially for
new entrant business. Retro arts have a different strategy on forecasting sales for 3months.
Sales forecast,weekly,monthly or annually. And to Illustrated below is our sales is our sales
forecast for 3 months.
 Average Number of
price per unit Units units in first 1st Month 2nd Month 3rd Months
month

1000 Nito Table 100 100,000

Lamp

150 HAT NITO 100 15,000

70 Nito Dream 200 14,000

Catcher

1,300 BeauRi 100 130,000

CHAIR

250 FASHION 150 37,500

BAG

150 ART BAGS 150 22,500

50 FanTastic 200 10,000

1,500 Table 100 150,000

Total 1,100 Units 479,000
Less Exp
Profit

7.2 EXPENSE FORECAST

 An expense forecast estimates our on-going operational costs over a period of time,
Business expense may include rent, insurances, vehicles, raw materials, supplies, advertising ,
employees wages, utilities, accounting and legal fees.
Illustrated below is Retro Arts and Crafts expense forecast

CASH TO BE PAID OUT/EXPENSE FORECAST

(Cash flowing out of the Business/Expense Forecast of the Business)

1.START-UP COST

7.3 BREAK-EVEN ANALYSIS

8.0 CONTROLS

8.1 IMPLEMENTATION
As a new entrant we will do our best to achieve our goals and to satisfy the needs
and wants of our customers. We enquire have more experiences and skills people
and monitor their work to be regular in our company. We set rules that must be
follow of every employees to get a good interactions and good associate with
others. We will also regularly monitoring and facilitating the operating to create a
good product.
8.2 CONTINGENCY PLAN
Next year, 2020, we will be starting to build our shop located at Toting Reyes St.
beside the Ang Pue. For the proceeding years, we were planning to expand
another plan here in the Philippines to gain more income and become a popular
business.