Marketing Plan for Islands Souvenirs

6277 Words Jan 9th, 2013 26 Pages
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 ÔÇô 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
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*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-├á-vis its previous yearÔÇÖs 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.┬á┬á┬áVisitors from China provided the┬áfourth biggest arrivals, capturing 6.29% of the total visitor volume and producing 179,879 arrivals.┬á┬áThis market grew by 19.09% over its year-ago volume of 151,042 arrivals.┬á┬áThe Taiwanese market comprised the fifth biggest visitor market to the country registering a total of 155,675┬áarrivals and a share of 5.45%.┬á┬áThis market increased by 29.11%, the highest among the top…

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